Consider these 4 Communications Styles When Delivering your Next Presentation

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You may be presenting to a group from within the same industry or even department, but that doesn’t mean everyone in your audience has the same preferred communications style. Different people have very different ways they prefer to give and receive information. Which means that the kind of delivery that engages some people may send others in your audience scrambling for the exits.  One of the big challenges when presenting to a mixed group is correctly adapting your communication style so your whole audience stays focused on what you’re saying.

To make it easier, we distilled it down into four basic default communication styles people can fall into. These are not personality types; this deals specifically with how you like to give and get information. Here’s a brief description of each default communication style:

The Intuitive type refers to those people who are not terribly emotional, but who are quite free form. Intuitive types don’t necessarily like things to flow from A to B to C and so on. They like to cut to the chase, so it’s best to skip directly to the end: what’s the real value you are bringing this person today? If you can get the Intuitive types in your audience to buy in on the end result right away upfront, you’ve got a much better shot at getting them to listen to all the other stuff you’ve got to say.The Analytical type refers to those people who prefer things unemotional but linear. These are your “just the facts” kinds of people. They don’t want to hear a lot of warm-and-fuzzy feeling words, so don’t waste the Analytical-type communicator’s time by telling them you understand their pain; instead just give them the numbers and data they need and want.The Functional type refers to people who generally like their communication to be emotional and linear. These folks like to have control of the process so it’s always best to move in a linear fashion: from A, to B, to C and then follow through right to the end. If you try to skip around in your presentation or jump to the enticement of your “wow” finish, you risk losing the attention of the Functional-type communicator.The Personal relater is both free form and emotional. These are the folks who want the warm-and-fuzzy emotional approach.   So feel free to dive right into all the details such as: Who else is going to be involved/ how getting involved will make them “feel”/ who else they will touch by getting involved, etc.  You can’t just come in and dump a bunch of facts on personal-type communicators, even if they are startling facts. These folks are still going to need a more interpersonal connection.

Even from these brief descriptions of the four communications styles, the conundrum is obvious: they all want something different. The good news is that, by knowing what the 4 types are, you can plan your next presentation knowing you need to hit all 4 types in your delivery. And we’ll teach you how to do that in our upcoming live webinar The Secrets of Killer Presentations.  But here’s a quick little take away secret you can start using now:

When great speakers present to a new or unknown audience, they assume all four communications styles are present. And there’s a certain order they present their information, in order to communication to each style. They begin by addressing the Intuitive types, then they speak to the Analytical types, then to the Functional types and they close by speaking to the Personal types. We see this often in presidential speeches or wherever there’s a mixed audience of preferred communication styles. Working in this order, from the Intuitive to the Analytical to the Functional to the Personal addresses attention span: Intuitives have the shortest attention span, then the Analyticals, then the Functionals and the Personals have the longest attention spans.

An expert in aligning goals and people to create thriving organizations, Mark leads one of the world’s largest studies on leadership and employee engagement.

Mark’s award-winning work has been featured numerous times in publications including The Wall St. Journal, Fortune, Forbes, Bloomberg BusinessWeek and the Washington Post. His media appearances include CBS News Sunday Morning, ABC’s 20/20, Fox Business News and NPR. Mark has lectured at Harvard Business School, Yale University, University of Rochester and University of Florida. Mark is the author of five books including the McGraw-Hill international bestsellers, Hundred Percenters: Challenge Your People to Give It Their All and They’ll Give You Even More and Hard Goals. Mark’s most recent book, Hiring for Attitude, reflects the team’s latest research and insight into how hiring decisions can align with engagement goals and culture characteristics.

Leadership IQ’s turnaround, culture change, and performance enhancement through employee engagement work has been recognized in a diverse set of industries including healthcare, financial services, energy, manufacturing, logistics, and hospitality. From his roots as a turnaround specialist, Mark created Leadership IQ to address problems in performance before they hit the bottom line.