Recently, I attended an open-air concert in the German-speaking part of Switzerland. The atmosphere was electric - people were excited, and the crowd was full of anticipation for the performances. One of the acts took the stage, delivering a beautiful first song. But then, after the applause, she asked, "I can never remember where you speak German and where you speak French in Switzerland. What language do you all speak here?"
At that moment, the energy in the crowd shifted. The performer, who had just captivated everyone with her song, lost the audience entirely. The crowd disengaged, with many heading off to the food and drink stands. It was a missed opportunity. Before stepping on stage, a simple bit of research could have prevented this awkwardness, turning it into a chance for a deeper connection.
A few hours later, James Blunt took the stage - and this is where things got interesting. He greeted the audience in German and, with charming humility, mentioned that while his German wasn’t perfect, he shared with us (still speaking German) that he had bought new jeans and running shoes just for this performance. The crowd went wild! Blunt knew precisely how to create rapport. He had done his homework, connected with the audience, and made the event feel personal. That connection set the stage for an incredible show.
Image by Tom Sodoge on Unsplash
Rapport = Connection
Building rapport is all about connection. As James Blunt demonstrated, when you take the time to know your audience, you create a bridge of trust. Whether you’re presenting or performing on stage, this connection makes your message more engaging and relatable. People aren’t just listening passively - they are actively engaged with you.
Connection and belonging are core, deep needs of all human beings, as demonstrated repeatedly by research in psychology.
Humanize Yourself
Presentations aren’t just about delivering information; they’re about building a relationship with your audience. Sharing personal stories, like Blunt’s playful mention of his new outfit, turns your presentation into a conversation. This makes the audience feel like participants in the experience rather than mere spectators.
Audience-Centric Presentations
The difference between the two performers I saw that night boiled down to audience connection. One performer was disconnected, while the other was fully attuned to the crowd. Acknowledging your audience and tailoring your message to them is vital. Blunt knew who he spoke to, what would resonate with them, and how to make them feel included. That sense of inclusion transforms a good presentation into a great one.
Passion is Contagious
When you’re passionate about your topic, your energy becomes contagious. Blunt’s enthusiasm for connecting with the crowd created an electrifying atmosphere. Passion draws people in, and once you’ve captured their attention, they’re more likely to stay engaged and respond to your message. Massive bonus points if you can stand on your piano while singing with a 90-minute set behind you.
Authenticity Wins
Finally, be authentic. Audiences can always sense when you’re being genuine, and this authenticity builds trust. Blunt’s humor and self-awareness made him relatable. Whether on stage or in a boardroom, being authentic with your audience helps you build rapport more effectively.
Five Key Questions to Build Rapport Before Your Presentation
Building rapport doesn’t start when you step on stage - it begins with your preparation. To understand your audience and connect with them, ask these five key questions:
Who is my audience, and what are their key interests or concerns? Knowing who you’re speaking to helps you shape your message. Are they experts in the field or new to the topic? Understanding their challenges will help you align your content with what matters most to them.
What is their level of familiarity with my topic? Gauge your audience’s knowledge level to adjust your presentation’s complexity. Overloading them with jargon might alienate them while oversimplifying can leave them bored. Find the right balance to keep them engaged.
What cultural, professional, or personal values do they hold? Identifying your audience’s values allows you to speak in a way that resonates with their beliefs and priorities, including what language(s) do they speak. Whether they’re innovation-focused, results-driven, or community-oriented, connecting on a values level makes your message more impactful.
What tone and style will best engage them? Consider the tone your audience expects. Should your approach be formal or more casual? Would humor be appreciated, or is a straightforward delivery better? Matching your style to the audience’s preferences helps build rapport faster.
What challenges or objections might they have? Anticipating potential objections or concerns allows you to address them proactively. Acknowledging these challenges shows that you understand and respect your audience’s perspective, whether it's scepticism about your topic or doubts about your approach.
The next time you prepare for a presentation, remember: it’s not just about delivering your message; it’s about creating a connection. Like James Blunt, take the time to get to know your audience. Ask a few questions, research, and approach them with genuine interest. Building rapport isn’t just a technique - it’s the foundation of a lasting impression that could result in a life-long relationship.
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