Do You Know the Best Technique to Build a Relationship with Every Audience?

I was once asked for the number one secret of presentation success.

My reply was, “There is no one secret; however if there were, it would be that your subject is of interest to your audience.”

Your relationship with your audience is one of the most critical factors in determining the success of your presentation. Mastering the art of connection will set you apart whether you are addressing 5, 50, or 500 people. Knowing how to build that relationship from the beginning is one secret to speaking confidently and confidently.

How Do You Make a Genuine Connection with Your Audience?

The two most important ways to connect with your audience are intellectually and emotionally. This is significant because logic makes people think, while emotion drives them to act.

Here’s how to achieve both:

Intellectual Connection:

This comes from the quality of your content and the clarity with which you present it. Use logical arguments, data, charts, statistics, and survey results to support your case. This type of information appeals to the brain’s rational part, helping your audience understand the value of your message.

Emotional Connection:

Emotion is what makes your message stick. There are three essential methods to connect with your audience emotionally:

Tell Stories: People relate to stories. It makes your message feel real, personal, and engaging.

Use “You-Focused” Language: I often discuss the “I-You Ratio.” In other words, your audience hears “you” far more positively than “I.” Keep track of how many times you say “you” or “us” versus “I.” It shifts the focus to them, where the magic happens.

Speak as an Audience Advocate: Tailor your content to reflect your audience’s needs, concerns, and interests. They want to know how your message benefits them, so always look through their eyes. This approach is crucial when explaining a strategy, presenting data, or offering advice.

Audience Advocacy: The Game Changer

Consider this example: An executive might say, “Our new strategy will increase shareholder value,” but if the audience consists of employees who aren’t shareholders, that message won’t resonate. A more effective approach would be, “Our new strategy will increase revenue, which translates into more job security for you.” Now, you’re speaking directly to their concerns.

Words Matter: Eliminate Weak Phrases

In your next presentation, avoid starting with “I am going to talk about…” or “What I would like to discuss is…” These phrases do nothing to grab attention or speak to your audience’s needs. Instead, say something like:

“Great news! You are about to discover ten proven techniques to make your presentations memorable.”

You-Focused Language
You-Focused Language = Connection

You can transform your presentation by using audience-focused language. Here are a few examples to weave into your presentations:

In your experience…

If I were to ask you…

You can feel confident…

When was the last time you…

It might surprise you to know…

Do you remember a time when…

A Case Study in Emotional Connection

I worked with a sales executive from a prestigious hotel who was competing to bring a $500,000 convention to San Francisco. With two strong competitor cities, it was essential to make an emotional impact. I suggested the following you-focused opening:

“In the next 8 minutes, you will decide that the best decision for your association and your members is to bring your convention to San Francisco and the Fairmont Hotel.”

Notice how that statement includes five “you” or “yours” and only one mention of the Fairmont. That is how you build a powerful emotional connection!

Make a Strong Connection Every Time

When you connect emotionally and intellectually, your audience is more likely to engage with your message, remember it, and act on it. The next time you present, ask yourself: Are you focusing on them?

If you’d like to learn more about building stronger connections with your audience, let’s talk!

When your message must be memorable, your presentation powerful, and your sales successful, I can help you.

Last Thoughts

Building a relationship with your audience isn’t just about delivering information—it’s about making them feel understood, valued, and connected to your message. With these techniques, you can transform your presentations from good to unforgettable.

“Back in 2018, we invited you to help us with an important sales presentation, which we won. You will be as excited to know that it continues to reap dividends! Last year, we were awarded $1.6 million in business with them. We received a $2.8 million order from them already this year, which is still January. Your advice and coaching are awesome. What a ROI!” Michael E. Stryczek, President & CEO, AB&R® (American Barcode and RFID)

 

 

 

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As a Speaker Do You Enjoy the Luxury of Being Remembered and Repeated?

Your Soundbite Statement, AKA Your Foundational Phrase


Within your stories is a foundational phrase.

This short sentence gets your point across or summarizes your story. It adds clarity so that your audience grasps your message easily. These phrases are both memorable and easy for you and your audience to remember.

Here are some of my favorite foundational phrases from my stories and talks:

“Life is a series of sales situations, and the answer is “no” if you don’t ask.”

“Speak to be remembered and repeated.”

“A story must be true, but not 100% accurate.”

“Don’t report on the dialogue; deliver the dialogue.”

“It is not your customer’s job to remember you. It is your responsibility to make sure they don’t have the chance to forget you.”

“Don’t celebrate closing a sale. Celebrate opening a relationship.”

Your audience can repeat your foundational phrase to their friends and associates.

When we remember vivid examples, we usually remember the associated soundbite statement. When you review your presentation’s key points, incorporate those statements.

My all-time favorite, of course, was when I was on 60 Minutes. The interviewer said, “You used to be a hairstylist; now you are a motivational speaker. There must be a big difference.” I answered, “When I was a hairstylist, I used to work on the outside of people’s heads. Now that I am a motivational speaker, I work on the inside of people’s heads. There is only a half-inch difference.”

That line got me on 60 Minutes. That half-inch has made me millions of dollars. Not all in the same year.

If you want to see the 60 Minutes soundbite, here it is!

Good luck with your soundbite statements. If you would like help, let’s talk.

“Every year, my appreciation for you grows stronger! With great enthusiasm and reliability, you have proven to be an integral part of our annual conference and a favorite among our members.

Given the virtual environment, your speaker training program has become more critical than ever. Your strategies and wisdom greatly benefitted our presenters, ensuring greater quality in every one of our workshops.

Thank you also for facilitating a fantastic interview with our Payroll Man and Woman of the Year. Your thoughtful coaching and practice sessions allowed them to shine and speak confidently in the recording. Whether on-screen or in-person, your bright presence leaves a lasting impression.

Your speech coaching, influence, and impact on our speakers and leaders shine through everything we do. What is most satisfying is that our PayrollOrg and GPMI community members are aware of your significance, and they credit you for your growth and ability to be better communicators at meetings, conventions, leadership, and in life.

Thank you so much for being an essential part of our success! My most gracious thanks.” Dan Maddux, Executive Director, PayrollOrg

Hall of Fame speaker and author Scott McKain is reading how to improve stories in Deliver Unforgettable Presentations.

 

Steve Spangler is fired up over the ideas in Deliver Unforgettable Presentations.
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When A New Relationship Is Worth Millions Remember This Advice

Make More Sales More Often when you perfect your sales presentation

How do you handle a sales presentation when a new relationship is potentially worth millions?

These four principles will help you and your sales team build a strong foundation for a new client relationship.

Imagine my surprise when a national sales manager addressed his top 60 associates and said, “At lunch, the sales team and I agreed that we had no idea how we managed to sell anything before we met Patricia Fripp!”

He later explained, “It can take us a year just to get an hour-long presentation in front of a small group of executives from a prospective client. At that point, a new relationship could be worth $5 to $10 million annually to us.”

Naturally, I asked, “How long do you spend rehearsing a presentation of that importance?”

I expected him to say, “We spend a week locked in the boardroom, going over the presentation, recording ourselves, and bringing in team members to fire tough questions at us.”

Instead, he shocked me by saying, “If we have a run-through in the back of Joan’s car, we’re lucky.”

Incredible!

As Oscar winner Sir Michael Caine once said, “Rehearsal is the work; performance is the relaxation.”

Most companies invest heavily in ensuring their sales teams know the ins and outs of their products, territories, and competitive landscape. However, they often fail to prepare their team to deliver a persuasive sales presentation that truly speaks to the prospect’s interests.

Before rehearsing, ensure your presentation structure and focus are proper. Here are four fundamental principles to ensure your sales presentation helps you build that valuable new client relationship:

  1. Find Clarity
    Imagine a busy executive saying, “You have ten minutes to tell me what I need to know about your company.”

What’s the real question here? It’s not about you—it’s about how your company can improve theirs. Can your product solve their problems, create opportunities, increase savings, or grow their market share? At this stage, they care more about their company than yours.

If you can clarify this, you can present your solutions formally.

  1. Ask Questions
    The secret to connecting with a prospect is asking questions, not talking about your company. The quality of the answers you get depends on the quality of the questions you ask—and on your ability to listen.

At the early stages of the sales process, focus on open-ended questions that encourage conversation. Don’t rush through pre-scripted questions without considering the answers you’re given. Your questions should be thoughtful and designed to dig deeper into their challenges and needs.

For example:

If they want to increase sales, ask, “By how much? In the same market or a new one?”
If they want to improve morale, ask, “What signs make this a priority? What’s been done so far? How successful was it?”
If they upgrade technology, ask, “How long have you been exploring options?”
These questions will help you determine whether they’re interested or desperate, which is crucial in shaping your approach.

  1. Structure Correctly
    Your prospect needs to believe, “Our company will be dramatically better if we do business with you.”

Avoid a presentation about your company’s history, methodology, and client list. Instead, build your structure around their interests, challenges, and opportunities. Use the information you’ve gathered to prove that you’ve listened and incorporate as much of their language into your presentation as possible. After all, people rarely argue with themselves!

Every part of your presentation should address their specific concerns. Ask yourself:

Why would they care?
Are they engaged?

11 Biggest Mistakes
Patricia Fripp works with sales teams to drive more results. get this report

Can they see how we’ll solve their challenges?

  1. Remember Storytelling
    Your exact words may be forgotten, but the mental images they create will stay with your audience. Support your key points with vivid, relevant client success stories. These stories should illustrate how you helped clients in similar situations, using them as memorable characters your prospects can relate to.

Describe their initial problem, the steps you took, and their successful results. Make your clients the heroes of your story with dialogue and drama that make your points memorable. As Alfred Hitchcock said, “A movie is life with the dull parts left out.” So, leave out the dull parts, and make sure your success stories hit home.

For example, you might say, “When the Vice President of Sales first called, he said, ‘Help! We heard you’re the best person to solve…’” Use your client’s words to build credibility and connection. Then, explain how your solution applies directly to the prospect’s needs.

By applying these four principles, you’ll create a more compelling sales conversation—and be better prepared to win the client relationship. And don’t forget, rehearsal is critical.

Why not talk with Patricia Fripp to discuss how you can gain a competitive edge in your sales conversations and presentations?

“Back in 2018, we invited you to help us with an important sales presentation, which we won. You will be as excited to know that it continues to reap dividends! Last year, we were awarded $1.6 million in business with them. We received a $2.8 million order from them already this year, which is still January. Your advice and coaching are awesome. What a ROI!” Michael E. Stryczek, President & CEO, AB&R® (American Barcode and RFID)

 

Fripp Virtual Training, FrippVTIf you and your sales team are losing out because of poor presentations, 

For 20 years, I have hired Patricia Fripp to train and coach sales teams with tremendous success. FrippVT, in combination with in-person training and coaching, is an unbeatable combination.
– Greg Stivers, Senior Vice President, Client Development, Concur

Join FrippVT today!

Turn Your Presentation into A New Client Relationship

These complimentary resources are just a few on Fripp.com that can help you deliver powerful and persuasive sales presentations.

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How to Calm Your Nerves Before Every Presentation

Are you ready to learn how to calm your nerves before your next big presentation?

Want to know a secret? Even the most seasoned speakers feel slightly nervous before a high-stakes presentation. It’s completely normal—just a human reaction, not a professional flaw. So, how do you transform that nervous energy into a presentation that captivates your audience? Here’s some of the advice I give my clients:

First. Master Your Material. Familiarity breeds confidence. Know your topic so well that it feels like a natural part of you. I always tell my clients, “Know your speech so well you can forget it.” In other words, you should be able to open your mouth, and the words fall flawlessly from your lips.

Second. Commit to Rehearsal. As Sir Michael Caine famously said, “Rehearsal is the work. Performance is the relaxation.” Don’t just rehearse alone; get feedback from a trusted friend, mentor, or professional coach. Rehearsing in front of others builds your confidence, helps refine your message, and allows you to receive positive feedback.

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How to Appreciate Your Life Experiences and Transform Your Speeches

When I talk to my executive speech coaching clients, I always say, “Your life experience is a reservoir of unique experiences and insights.”

I love to ask questions that pique my curiosity to help them uncover a treasure trove of content they can weave into their speeches. This approach makes them effective, memorable and authentic.

This isn’t just about storytelling; it’s a journey to understand the true essence of your communicative power. Your unique experiences resonate with others and build connections beyond the usual speaker-audience relationship.

For example, when discussing strategy, I asked my client, “When was the first time you realized the importance of strategy?” He replied, “When I was a 14-year-old ball boy before the French Open…”

Another, I asked, “How do you describe Corporate Citizenship to your children?” The reply was, “It was the day after Christmas, and I sat both of my children down…”

Another, “When did you become passionate about statistics?” I heard, “In college. Our professor was a new PhD, and we were his first class. When he began telling us…”

Another question was, “When did you become determined to be a success?” She said, “I was ten,  sitting at the kitchen table. My 36-year-old father had just died with no insurance. My 29-year-old mother of four had never worked outside of the home. She said, ‘Mary, you will never be in the position of not being able to support yourself and your family…’”

I advise my clients who need to inspire and motivate their associates, “Your audience will respect your title. They will fight in the streets when they see the person behind the position.”

As you embark on your exploration, remember that every experience, no matter how small, has the potential to inspire, influence, and ignite change.  This is an excellent time to look back on your memory.

Let’s make your message memorable, your presentation powerful, and every conversation successful.

Join FrippVT.com, and I will become your personal speech coach.

“I wanted a Super Bowl quality coach. Patricia Fripp’s help in coaching and scripting was world-class. With Fripp on your team, you can go places.” Don Yaeger, Long-Time Associate Editor for Sports

Tom Drews is reading Deliver Unforgettable Presentations, and Yoda looks over his shoulder.
Fords Saeks recommends Deliver Unforgettable Presentations.
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Want to Drive More Sales? Nobody Can Resist a Good Story Well Told

Want to Drive More Sales? Nobody Can Resist a Good Story Well Told

Please do not overlook one of the most powerful tools in sales—storytelling. If you’re in sales, you might have noticed that it often feels like our prospects are trained to resist our presentations. I promise you that a well-told story can break through even the most formidable defenses and help you close more deals.

When you’re up against intense competition, what sets you apart? It’s the story you tell. One that shows how you’ve made a real difference for your clients. These stories—whether you call them examples, case histories, or testimonials—are about your satisfied clients enjoying the benefits of your product or service.

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Let Us Set the Record Straight: Clarifying the 7-38-55 Rule

The famous 7-38-55 Rule from Albert Mehrabian’s research is often misquoted, especially when people try to apply it to public speaking or keynote addresses. Let’s set the record straight.

What the 7-38-55 Rule Really Means

Mehrabian’s research, from which the 7-38-55 Rule is derived, was actually about a particular kind of communication: situations where a person is expressing feelings or attitudes, and there is a mismatch between the verbal message (the words) and the nonverbal cues (tone of voice and facial expressions).

This rule is often summed up as:

7% of communication is through words

38% through tone of voice

55% through facial expressions

However, this research was conducted in a controlled environment. Participants evaluated short phrases expressing emotions, like “I like you” or “I don’t like you,” while the tone and facial expressions were manipulated to create ambiguity.

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Want to Know the Secrets of How to Become a Speaking Superstar?

Want to Know the Secrets of How to Become a Speaking Superstar?

If you want to become a speaking superstar, control your pace and embrace the power of the pause. Think of a pause as a tool, not a sign of forgetting what to say next. A well-placed pause gives your audience a moment to absorb your ideas. It also adds drama, allowing your words to carry more weight. Try practicing with a script, pausing for two full seconds at the end of each sentence. It will feel unnatural initially; however, with practice, you’ll find a rhythm that feels both steady and confident.

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How to Connect with an International Audience: Secrets of Working Effectively with Interpreters

The dictionary tells us that “translate” is a verb and means to change from one language into another or form or medium into another, essentially making sense of a language.

On the other hand, “interpret” is similar yet different. The primary definition is to make sense of, assign meaning to, or explain something.

Understanding this distinction is crucial when speaking to an international audience. Let me share a few examples from my experiences that might help you navigate this unique dynamic.

Learning from Professional Interpreters

While working with a large sales company, I developed a close relationship with several professional interpreters. As I often advise, I interviewed them to understand their craft better. They shared, “Patricia, translating documents is one part of our job. However, real skills come in when interpreting live for a speaker. When we interpret, we are acting out the stories. That means the international audience might not hear word-for-word what the speaker says, but they get the essence.”

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Are You Overlooking a Powerful Tool to Create Compelling Content?

As a presentation skills expert, I often tell my clients that the best content for their talks comes from unexpected places.

Often in fascinating conversations with intriguing people. Engaging in exciting dialogues with diverse individuals is not just a delightful experience; it’s a goldmine for your presentations and personal growth.

Conversions begin with “Hello.”

Conversations are an endless source of original content for speakers for our presentations.

You’re opening a door to a treasure trove of ideas when you have meaningful conversations, especially with those with different backgrounds and perspectives. This exposure keeps your mind sharp and enhances your ability to think creatively, a crucial skill when crafting compelling presentations. Picture this: You’re chatting with a scientist, an artist, and an entrepreneur. Each person offers a unique insight that could inspire the next brilliant point in your presentation. These conversations add layers of richness to your content, making your message more engaging and impactful.

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