“Who are you, and why should I care what you have to say?” Like it or not, this is the unspoken question, every time we get up to speak to a new audience. Our best bet? Address the issue before it comes up. Here are three strategies to build credibility and connect with your audience:

1. Consult with those who know more than you. Are you presenting to an unfamiliar audience? Find out their needs, concerns, and attitude toward the subject matter. If you’re not able to get this information directly, reach out indirectly. Pose a question, for example, on an industry group in LinkedIn.

I used this strategy before training a group of IT professionals on corporate etiquette. What I gained were 20 passionate answers from IT folks, one in-depth Skype call with the guy who gave the best answer, and a base of knowledge that made all the difference in how I prepared and presented. My confidence also increased because I could now marry my knowledge and passion for the subject matter with a much keener sense of the needs of my audience. This strategy, of course, is available to anyone with an Internet connection.

2.  Establish your credentials, empathy and rapport before you show up. Even if you don’t have direct access to your audience, you can probably reach them through the person who asked you to speak. A few things your audience might like to know:

• Something relevant about your background
• What you know about them (to show you care)
• What they’ll gain from their time with you

Have you ever sat through a presentation opener that sounded like someone reading from a resume–or annual report? Chances are, you tuned out within the first 30 seconds. Whenever possible, start building the connection before you speak. This will allow you to use those first 30 seconds of your presentation more productively; i.e., to engage your audience.

3. Filter everything through, “You made a good decision by inviting me to speak.” Go out of your way to be easy to work with. Anticipate audience needs, and fulfill them before being asked.

Often you’ll have two audiences to please: the one in front of you, and the one who invited you. Pay attention to the needs of both, prepare much more than seems necessary, and your credibility as a speaker is practically guaranteed.

For information on how we can help you succeed in your next high-stakes presentation, please click here.

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Before you invest more time — particularly time away from home — or more money and energy in training, be aware of these potential red flags. And if you’re conducting a training, be sure to avoid these red flags yourself.

1. Questionable certifications. For example, the presenter’s bio might say, “Joyce Smith is a certified colorologist who specializes in ….” Do your homework to find out what those credentials really mean. Certification is big business. And as author Alan Weiss says, “Who’s certifying the certifiers?” This same principle applies to mysterious letters after the person’s name.
2. No mention of training credentials. Teaching adults is an art, or at least a discipline. Presenters who lack this skillset often leave their participants feeling overloaded with material, or worse, bored silly. Good material is necessary, but insufficient — you also need a good teacher.
3. Not dressing for the occasion. Though it may be tough to assess this before signing up, a savvy trainer will dress at the same level as the participants, or better yet, one level above. Not long ago, I attended a seminar featuring a well-known author. His book jacket showed him wearing a suit and tie — in person, he looked like he was going to a rodeo. It didn’t ruin the seminar, but it diminished his credibility.
4. Group size, too large or too small. This one’s more subjective. If you’re seeking an intimate learning environment, you’re less likely to find it if the group is large. On the other hand, if you’re looking to network, a small group may leave you feeling empty. Also, as a presenter, I’ve found that small groups lend themselves to depth of material, and large groups lend themselves to breadth.
5. Participants in the role of expert. Small groups can be effective at letting each participant feel heard and receive peer feedback. The problem comes when participants are asked to play expert — about your life. For example, I was at a marketing seminar where the leader put us into groups and had us share our business strategies. Instead of getting valuable feedback, I spent my allotted time explaining to Larry the participant why a rhyming tagline wasn’t going to solve my problem.
6. Awkward room setup. Again, this may be hard to assess before registering. Then again, you can try. For example, you can say to the organizer, “Tell me about the training facility” and see what kind of response you get. I have been to trainings where we sat around in a circle for two days, like members of a support group, with nothing but our laps for a writing surface. I’ve been in all-day strategic-planning sessions where we sat on couches and in beanbag chairs, with nobody at eye level with everyone else. A skilled presenter will tend to these details and do everything possible to enhance group learning.

What turns you off in a seminar? What gets you excited to participate and learn? Post your comments and stories of best and worst practices — together, we’ll raise the bar on corporate training, thereby making the world a better place. To learn more about how I can help you become a more confident, engaging presenter, please click here. But remember: If you want to become a better speaker, join Toastmasters — if you have to become a better speaker, come to me.

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If you “want” to improve your public speaking and presentation skills, go to Toastmasters. If you have to improve your public speaking and presentation skills, come to me. Speakers Training Camp® works best for business professionals who have something at stake. For these folks, being an effective presenter isn’t a choice — it’s an on-the-job necessity. Does this sound like you? Let’s talk about how I can help you become a more confident, engaging presenter.

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