So every time we share a message, there’s going to be doubts. There’s going to be concerns.
So the question is, how do we overcome them before they become concerns.
Well, that’s what we’re going to talk about in today’s video.
Hey folks, Marcus Sheridan here and discuss today a powerful principle of effective communication that I call the Vanguard Principle.
Why is it called the Vanguard Principle?
Love this one. So Vanguard, the actual definition means the front of the army that is sent in to solve the problem first. The front of the battle lines.
So how does this apply to speaking or to better communication or to anybody that’s in sales, or anybody that’s trying to pitch an idea?
Whenever you are looking to influence your audience, you should identify on the front end before you meet with the audience, the areas they’re going to resist.
And where are they going to resist?
It’s in the yeah, but statements.
Yeah, but I don’t see how it applies to us here or yeah, but we’ve already done that. Yeah, but … you’ve heard them before. It’s the yeah buts we’ve got to overcome.
I like to say we must leave no, but unturned or, in other words, no stone unturned, no doubt unturned.
And this again has to do with Vanguarding it.
So here’s an example I use in almost every single talk.
I know that almost every audience member, they’re going to hear my story they’re going to hear the things I say and naturally, because they’re human, they’re going to think, “Yeah, but this doesn’t apply to me.”
And so, I need to make sure that I address this idea of, it doesn’t apply to me, early on.
So how do I do this?
Well, I’m not going to go through the whole thing. But I let them know, essentially, today I am talking about trust.
I’m not talking about sales. I’m not talking about marketing. I’m not talking about B2B, B2C, B2G, business service product, local, national, big, small.
I’m talking about trust and trust applies to all of us. And can we agree that trust applies to all of us.
And so because trust applies to all of us, regardless of what we sell, service products, et cetera, et cetera. Can we agree that, yes, this applies.
And so I will come out and we will talk about it.
So the key is, I’ve got to get in front of this, “Hey, Marcus. But how does this apply?” It used to be like, literally, I would give presentations and then at the end, somebody would say to me and it would drive me crazy, “Yes, Marcus but we’re a B2B service based business.”
And I think, what the heck.
And so I had to, on the front end of the speech of the presentation, I had to say, so if you’re B2B, B2C, service, product, big, small, local, national, mom and pop, I can promise you, this applies to you if you look for the application.
So that’s a simple example of Vanguard.
So here’s the activity you can do.
Write down all the, yeah buts, all the doubts that you know many of your prospects, potential customers are going to have when you pitch them or when you teach them or when you give that presentation.
Now, have you gotten in front of it?
Figure out ways to address it before it becomes a concern. And if you do this, you’re going to be dramatically more successful and you will experience much more the power of influence.
Until next time, let’s get to work.