Have you ever heard a presentation and later realized how attracted you were to the presenter? No, not
that
kind of attraction. I mean that you felt connected and uplifted while
you were listening. You came away feeling happier. The speaker was so
eloquent that you were touched in some way. Even if the presentation was
about selling shoes!
That quality you experienced is called charisma. Webster defines
charisma as “that special spiritual power or personal quality that gives
an individual influence or authority over large numbers of people.” A
charismatic speaker leaves an impression on the audience, large or
small, that makes them want to come back for more. It’s just what you
want if you are trying to sell or influence a customer. Charisma is not
just for selling; the best university professors are often charismatic
speakers as well.
We associate charisma with preachers, like Billy Graham, or old-time
politicians, such as Winston Churchill. Could you become a charismatic
speaker? The answer is yes! By breaking down charisma into its 12
individual qualities (listed here in no particular order), you can
attain each quality with a little time and practice.
Quality 1: Charismatic speakers are self-confident and assured. They don’t appear nervous or ill at ease.
There are two ways to approach this quality–from the outside and the
inside. From the outside, you can gain self-confidence by gaining more
experience speaking. Joining Toastmaster’s International is a good way
to build on the speaking experience you gain in your regular employment.
In addition, practice each presentation many times, until you know it
cold. You won’t be as nervous if you are well prepared. Finally, as much
as possible, get to know your audience in advance, as people. Even if
you greet an audience at the door or start a small group meeting with a
few pleasantries, you will find yourself feeling more comfortable.
From the inside, there are a number of techniques to lessen nervousness and anxiety. I recommend the
Transcendental Meditation® technique
as a scientifically verified and well-known stress reducer, which will
help you in your other activities as well. If that is not immediately
possible, at least close your eyes to relax and center yourself for a
few minutes before the presentation. A few stretches can also help
reduce tension. Stretch your mouth, too!
Quality 2: Charismatic speakers seem to be enjoying themselves; they are playful, humorous, happy.
Step back and think about the funny side of your presentation. Don’t
take it so seriously; instead, find the lighter side. Try adding some
mild humor to your presentation (in good taste, of course). Slightly
self-deprecating humor is okay, too. It’s good to show that you can
laugh at yourself. For example, in a larger audience you can ask, “How
many of you really want to be here this morning?” (This works best if
it’s a beautiful day outside.) If only a few people raise their hands,
you can say, “I see I have my work cut out for me.” If most people raise
their hands, you can say, “And I thought this was going to be
difficult!”
Quality 3: Charismatic speakers are lively & energetic.
Quiet and dull never sold anything. If you’re a teacher, your
students won’t learn if they fall asleep. You need to wake up your
audience. The basic for energy, of course, is enough rest. So get a good
night’s sleep the night before. If you’ve traveled the same day, find a
few minutes to close your eyes and rest. When you start to speak, move
your hands and look directly at the person or people you’re talking to.
If you’re standing, move about (without pacing). Let your voice express
your convictions–don’t use a monotone. Later in this article, I explain
how to record yourself during practice. Listen to your recorded voice
and be sure there are variations in pitch, tone, and volume.
Quality 4: Charismatic speakers are knowledgeable about their subject.
This quality is a cinch. Do lots of research and learn as much as you
can about your subject. What approach do your competitors take? Seeing
the other side of an issue helps you understand your topic better. What
is the history of your product, service, or topic? Gaining a broader
background allows you to speak with more authority.
Quality 5: Charismatic speakers look good, they have a stage presence.
I’m not suggesting that you do something about the size of your nose.
The good appearance that you associate with a charismatic speaker is
something different and has inner and outer qualities. From the outside,
dress your best, always in conservative, modest clothing. Take the time
and spend the money necessary so that your hair is perfect and shoes
are polished. From the inside, take the time to lessen any negative
feelings you may have about the upcoming encounter. List some positive
aspects and focus on those. Negative emotions show up in your facial
expressions and can actually make you look unattractive.
Quality 6: Charismatic speakers speak without stumbling, using full sentences and correct grammar, without “ers” and “uhs.”
In other words, they are good speakers. You can become a good
speaker, as well. Joining Toastmasters International, as mentioned
earlier, is one way to start. One of the best techniques is to record
yourself as you practice. Run through your entire talk. If you can
videotape yourself, great, but even a simple tape recorder is a great
help. Now, sit back and listen to yourself several times. Take notes as
you go. I guarantee that you’ll find plenty to correct. So go back and
work on your delivery and try again. With practice, your speaking will
become smooth and fluid.
Quality 7: Charismatic speakers have an opinion about their subject.
They care about it. You can sense their emotion, enthusiasm, and
conviction.
You could even say they are passionate about what they are saying. Do
you have an opinion about your product or service? How strongly do you
feel about your topic? So, you find it hard to have conviction about the
paper you sell or the customer service training you offer? What good
does it bring to people? For example, paper, depending on the type,
brings knowledge to people, contributes to good health, or adds to our
quality of life. Similarly, think deeply about what you do and its
relationship to the human endeavor.
Very often, your prospects do feel strongly about their business. If
you don’t come across as equally enthusiastic, they will buy from
someone else who shares their convictions.
Quality 8: Charismatic speakers relate their topic to the broader
scheme of things, they are expansive, inspiring, and uplifting.
Think about the place your product or service has in the entire
economy of the world. How does it contribute to what is important in
life? As mentioned earlier, learn about the history of your field.
Depending on what you do, you may even be able to go back a few thousand
years. If you sell paper, for example, do you know where and when it
was invented and what effect it had on civilization?
(Of course, it depends on which kind of paper you are selling.
Bathroom tissue
was introduced in 1880 by the British Perforated Paper Company. Writing
paper was officially invented by T’sai Lun at the court of the Chinese
emperor in 105 A.D. However, new evidence shows that paper was being
made as early as 200 B.C. using chopped up fishing nets. For about 500
years, papermaking was confined to China , but spread to Japan in 610
A.D, Egypt in 800 A.D and Europe in the 10th century. In ancient Egypt ,
an early form of paper known as papyrus was used.
Paper allowed governments to record laws and businesses to record
agreements. Paper was also widely used to write down religious
scriptures. Thus, it was extremely important for the development of our
civilization.)
You should know about the background of the industry or organization
you are selling to. If you are selling to the paper industry, you should
know about the history of paper. Your customers will appreciate the
time you took to learn.
Think about what you contribute to life. What good do you do? When
you have answered these questions, add some of the answers to your
presentation. Don’t go overboard, but a certain amount of inspiration is
a powerful tool. If your audience leaves uplifted, they will remember
that feeling long after they remember some of the finer points you made.
Quality 9: Charismatic speakers create a strong rapport with their audience, they connect.
Part of that riveting quality of a charismatic speaker comes from the
relationship created with the audience. Part of that relationship is
created by what you say. But most of it is created with your eyes,
motions, and emotions. Eye contact is an absolute must.
For a large audience, never start or end with the lights out so that
you have time to establish eye contact. Move around and use your hands. A
great technique is to actually move into the audience periodically.
Don’t hide behind a podium or table.
With a smaller audience, even an audience of one, be careful not to
look down throughout your presentation. Meet your prospect’s gaze from
time to time. Use your hands, lean forward, come close (but not
uncomfortably close).
Quality 10: Charismatic speakers are positive in outlook, cheerful, and cooperative.
Most people don’t want to hear negativity. They want to hear
solutions. Even when you point out how bad their current situation is
and how much they need your solution, don’t dwell on the negative.
Emphasize the positive. Keep a cheerful outlook. When your prospects
bring up objections or questions, answer in a spirit of cooperation and
appreciation for their point of view. This approach puts you above the
fray. At the end of your talk, you want your audience to feel encouraged
and positive about what they heard.
Quality 11: Charismatic speakers are organized; their points are
clearly connected and logically follow one another, with an overview at
the beginning and a conclusion at the end. They are precise and
complete.
You can know your subject cold and still present it in a
disorganized, haphazard way. To make a compelling argument, you need to
make sense. Start with a skeleton outline. Here’s an old standard for a
sales presentation:
- Attention getting opening
- Overview
- What the customer needs
- How you can provide what the customer needs
- Action steps the customer can take to buy
- Summary conclusion
Now flesh out the outline. Make sure each part is also organized.
Think about the reasoning of each part and revise as necessary. Design
your close so that the logic follows inescapably and inexorably from
your main points.
Quality 12: Charismatic speakers (genuine ones) are honest, well mannered, patient, fair, and responsible.
You can probably think of more adjectives. These qualities portray a
person’s character and moral fiber. Your customers need to feel
comfortable doing business with you, that you are a person they can
trust. You don’t want the question, “Would you buy a used car from this
man?” to apply to you. Your talk should reflect these qualities. For
example, don’t put down your competition (be fair). Don’t interrupt your
audience (be patient). Listen carefully to questions before answering
and never use objectionable language or make negative references to
others (be well-mannered). If you agree to get more information or
follow up, do so (be responsible).
By developing these 12 qualities, you too can become a charismatic
speaker. You can be that person that audiences feel attracted to and
connected with, whose eloquence leaves people uplifted and enlivened.
Work at it and you will succeed!
