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Audience Analysis

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The last decade has witnessed rapid economic growth and development of the economies of most nations around the world, the growth of the internet communication and technology sectors has also taken commerce to a new level by the introduction of E – commerce. As organizations strive to increase their client base by providing quality and efficient services, there is need for accountability especially in the sales and marketing department. It is therefore important for any organization to ensure that the sales representative mandated with the responsibility of presenting the financial details are well educated and conversant with the happenings in the financial circles.

Purpose of the Paper

This essay paper is going to focus on the important points that a sales person should take into consideration before giving a presentation to the company’s shareholders, stakeholders, the government and the general public. The paper will seek to answer the following questions and how they can affect the presentation; what characteristics of the audience must you consider? What communication channels are appropriate? What are some considerations to keep in mind given the diversity of the audience? How do you ensure your message is effective? By answering the above questions, then sales representative will be in a better position to present a well detailed presentation to the clients and therefore improve the image of the company locally and on the international market. The importance of a sales person having good public speaking skills will also be discussed in the paper and how this can boost the sales and image of the company. The paper will use the necessary sources in support of the essay and in conclusion the paper will give a summary of the key points that would have been discussed in the paper.

Audience Analysis

In any presentation, the audience is the most important part and one that the presenter needs to understand and gel with in order to make the presentation a success. Laskowski has observed that the audience can be categorized in the following way; A (Analysis), U (Understanding), D (Demographics), I (Interest), E (Environment), N (Needs), C (customized), E (Expectations) (Laskowski, 1996). The first part of A is the analysis of the audience, who will be in attendance and the number of the people expected to attend the presentation. Another question to be asked is will they be students, accountants or managers? By understanding this then the presenter will be able to prepare his presentation will. Next is the understanding the audience knowledge on the topic that is to be presented upon. For a presentation that focuses on sales, then most of the audience will be professionals in the business world who are well conversant will financial issues.

Demographics is very important, by understanding the gender and sex of the audience then the presenter will be in a better position to weigh his/her words so that not to appears gender biased. Interest of the audience aims at answering the question why is the audience there and what is their interest? Are they in attendance as business associates or prospective clients? The most important component of the audience to the presenter is the environment. This will help the presenter decide on where he/she will stand and if the presenter will be audible enough.

The needs of the speaker as well as the audience are very important and this is addressed at this stage of audience analysis. The speaker should strive to ensure that the needs of both parties are well catered for. The presenter should have customized needs for special clients who may be in the audience. The last segment of audience is the expectations for of the audience and what they expect to hear from you. By taking into consideration the above points of audience analysis, the presenter will be able to present an excellent presentation.

Channels of Communication

There are four main channels of communication that the presenter can use during presentation; verbal, non verbal, pictorial and lastly aural (Mind Tools, 1995). The verbal communication uses the use of one voice and this can be used together with the aural feature which includes change in tonal variation and pitch. The pictographic channel of communication involves the use of pictures, video, charts and other object. The last is the non verbal channel that mostly involves the use the gestures, facial expressions among other non verbal expressions.

In any presentation, the audience that will be in attendance will be diverse profession, race, age and gender. To be able to meet this diversity, Laskowski has outlined the basic public speaking skills that the dynamics needed for excellent presentation that the presenter should take into consideration before giving a presentation (Laskowski, 2010)

Summation of the Paper

The presentation that the sales and marketing manager of any organization gives to the audience will determine on whether the organizations status will go up or down. This essay paper has extensively discussed the issue of audience analysis and what a presenter needs to know before taking on the platform to give out a presentation on the company’s financial performance. The paper has also looked at the different channels of communication that can be used by the presenter to ensure the success of the presentation. The importance of public speaking skills cannot be underestimated in any presentation; this is one area that the presenter needs to understand seriously before they do the presentation.

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