You are always selling something when you speak to a group. You sell your ideas, concepts, projects, and products/ services.
It’s easier to sell a tangible product than it is to sell an intangible one. This means that your ideas are the hardest thing to sell. And if you can sell your ideas, then you will get the funding, projects, and promotions you want.
If you want to advance your career and success, you must learn how to sell the intangible.
Here is one technique that will help you immediately:
One of my favorite sales concepts that apply directly to public speaking is the WIN-FM Radio Station Concept. This states that your audience is always listening to the WIN-FM radio station. If you want to get their attention, then you must tune your frequency to that station.
Here is how you do it:
First, recognize that WIN-FM is an acronym for “What’s In It For ME.” Your audiences are human, and they will always be looking out for their advantage in everything you say. You can’t change that, but you can accept and embrace it.
If you don’t quickly tell them what’s in it for them, they will tune you out.
On the other hand,
If you relate the topic to them and how this will help them, then they will hang on your every word
Knowing this and applying it are two separate things.
Here is a simple way to apply the WIN-FM station concept and relate what you say to your audience:
1 – Say what you want to say.
2 – Tag the following stem sentence to what you just said: “So that you/we.”
Here you can use you or we. You is used with external customers, partners, potential clients, etc. We is used when you are communicating with your internal teams.
3 – Fill in the blank after the stem sentence _______
Here is an example:
Let’s say you want to propose a change to a business process.
1 – Say what you want to say: “I want to suggest a change to our business process.”
2 – Tag the stem sentence: ” So that we” (note I used “we” here instead of “you”; because I am thinking of using this with my team)
3 – Complete the stem sentence” “Increase our profitability.”
Here is the complete form: “I want to propose a change to our business process so that we increase our profitability.”
It sounds much better than just saying you want to change a business process, right? And it is more efficient as well.
Your audience, regardless of who they are, is always on the search for WIN-FM (what’s in it for me). Tune your content to that frequency to make your message irresistible.