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March 18, 2010A dynamic speaker “took the stand” at San Francisco’s famous Cow Palace. He spoke on civil defense. With good organization of material, he held the audience spellbound. Nearly an hour later he still had the complete attention of an audience of thousands.
How did he do it?
Was it organization of material alone? Or did his subject have an unusual appeal? Did he capitalize on basic emotions and urges?
THE APPEAL TO BASIC EMOTIONS AND URGES
Indeed his subject had exceptional appeal. It encompassed the first law of human nature, the first human instinct – self-preservation! As he progressed, he also appealed to love of family, love of fellow men, love of country, and love of God. Further, he stimulated one of the most powerful of all human emotions – fear!
The most convincing speeches are usually like that one. They’re directed at basic emotions and urges. A spark already burns in the heart of the audience. The speaker needs only to fan the flame.
Such flames should be fanned when the opportunity presents itself, but the speaker at a sales meeting has little opportunity to appeal to emotions and urges. Systems and procedures are without emotion. Besides, it’s the prospective customer, not the salesperson, whose emotions must usually be considered.
Yet, there’s a means of putting sparkle in speeches at sales meetings. That means is showmanship. Speakers should dramatize their speeches, present them in a vivid manner, illustrate them visually, and bring them to life.
The presentation of each participant can be previewed to determine whether enough life has been injected. Speeches, particularly, should be checked. Where more showmanship is needed, it can be added.
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