By Allan Kaufman and Allan Misch

(The Truths discussed in this article are from our book and 2-CD set: Presentation Truths Revealed: 101 Universal Principles to Propel Your Speaking Success.)

In his book The Shortcut to Persuasive Presentations, Larry Tracy, an executive speech coach and former head of one of the US Joint Chiefs of Staff briefing teams, writes:

“The most important aspect for you to possess to be an effective speaker is credibility. The speaker who is judged credible by audience members receives the most important element in communication—trust.”

The way to gain trust and credibility from your audience is by engaging them and establishing rapport with them. You can do this by practicing the Presentation Truths that will bring you a high degree of trust.

The first is Presentation Truth #67…

What you do in the first fifteen to thirty seconds of your presentation is crucial for making a good first impression. When you begin your presentation, recognize the audience unless protocol prevents this. Recognizing your audience will help you develop rapport with them.

A related Truth is Truth #69…

Follow your audience’s meeting protocol or you will lose rapport with your audience.

You have about thirty seconds to engage your audience’s attention and begin establishing rapport. Recognize your audience as part of your opening process if the meeting protocol allows it.

Recognizing your audience serves the same purpose as shaking hands or other greeting when you meet somebody. The recognition tells your audience, at the subconscious level, that you are friendly and care about them.

Also, be aware of the meeting’s protocol—what you should and shouldn’t do and say. You do not want to stray from the protocol. If you do, your audience will consider you outside the group and you will lose their trust. So if the protocol is that you do not greet the audience, follow the protocol.

One of the single most important ways to establish rapport with your audience is to…

Follow Truth #68…

Dress the same as or a little better than your expected audience to develop rapport and credibility.

Allan Misch was to give two presentations at a technology users’ conference. He asked the meeting planner how attendees would be dressed. She said they would be in regular business attire—for men, a shirt, tie, and jacket.

We thought that was odd. The attire at most technology conferences that we’ve attended or addressed was business casual—usually khaki pants and a knit sport shirt.

Allan arrived at the conference early to check out the venue. He wore a dark blue suit, white shirt, and red tie. Much to his dismay, attendees were dressed in business casual.

He knew that if he presented dressed this way, he might have difficulty establishing rapport. So, he took off the jacket and rolled up his shirt sleeves to just above his wrists. This new look was informal and was a better fit with the way they were dressed. He had no trouble establishing rapport.

Besides dressing like, or slightly better than, your audience, another important way to sustain rapport is to…

Follow Truth #70…

To deepen rapport with an audience, speak their language. Learn their jargon and acronyms, but avoid using industry or organization jargon if it is unfamiliar to all or some of the audience.

When Allan Misch was in Spain, he was the only one among a group of twenty who could speak Spanish well enough to get along. Wherever he went, he established instant rapport with the locals because he could speak their language.

When you know and use your audience’s buzz words, audience members will think subconsciously… “I like you. You talk like me.”

Be aware, though, this could backfire if you use jargon to a mixed audience where some are unfamiliar with the jargon and acronyms. You can tell when this happens. Their eyes glaze over and you lose them. You may even hear a few snores.

Part 2 of this article continues in our next post. Apply these and other Truths from our book and 2-CD set, Presentation Truths Revealed: 101 Universal Principles to Propel Your Speaking Success, and be amazed with the boost in your speaking performance.

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