Are You The Best Leading Role, Supporting Role, An Extra or Left Out In the Cold?

The presentation is not about you. The audience should be the focus of the presentation, unless you are some egotistical maniac.

It’s really their story – you need to figure out how you fit in as a member of the cast. You are not the leading role; you’re purely a potential supporting role. The sooner you come to terms with that the more successful you will be in connecting with your customer. Yes, yes,  you’re special. Of course you are a snowflake. One of a kind. Very special. You know cause your mom told you right? Well I’m sorry to burst that bubble.

U2, The Black Keys & The Civil Wars

Realize that approaching your audience to talk all about yourself is obnoxious. It quite frankly doesn’t work. Let’s face it. No one is coming to listen to you because you are U2, The Black Keys or The Civil Wars. They come to listen to you because you have something that might benefit their story. Simply put, your story is of no interest to them. Get over yourself. Face the truth and change. The only other option is to be irrelevant and left behind.

When you present to an audience, your audience is actually assessing whether you are a key supporting role, an extra or just getting in the way of a good story. This is an audition. The future advocate (old term prospect) wants to see if you play a role in their story. They are not interested in being an extra in your story. They don’t care how amazing your product, your slides, your jokes are. Start with your customer. Start with understanding them. Know their story, how else can you show how you fit into their story.

So now while you are coming to terms with the cold reality that you’re not that important, go and listen to one of my favorite bands of all time. The Civil Wars. #ToughLove.

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