Education can be a barrier to intelligence sometimes. This is often the case with people educated in very hard skill disciplines. Soft skills, such as communication, are not highly valued. The thinking is that this is rather fluffy stuff. Serious people are knowledgeable about deep technical subjects and how they transmit that knowledge isn’t all that important. The quality of the data or the advice is considered to the key thing, not the delivery.
I was reminded of this recently when talking with a very highly skilled technical person. I have actually seen this person present and he has vast amounts of data at his ready command. He is steady, reliable and a bit dull. Normally being a bit dull mightn’t be a problem, except in his profession the competition for advice is fierce.
In the course of our conversation I was suggesting that he could do some presentation training and this would help him stand tall amongst the weeds. There was a need but only a low recognition of the advantage that this would give him relative to others, who also claim they have big brains as well. This is a common blindspot for technical professionals. They confuse having the knowledge and big brains with being automatically awarded the business by clients.
Today, across all industries, buyers are much better educated and informed. They have access to global information, at a speed unimagined in decades part. “We will gather our big brains together and they will come” did work for the longest time but not anymore. All professionals have to be highly knowledgeable and persuasive. The persuasive part requirement hasn’t been universally grasped by the technical experts as yet.
Our reluctant hero asked me what the presentation training would cost and then proceeded to tell me it was too expensive. The actual amount of money was a peanut, in fact, yet he was reluctant to invest in himself to become a dominant player.
I was shocked not because of the money involved, but because of his inability to grab the chance to become well recognized as THE expert in his field. Participants leave his current presentations lukewarm. They are not salivating at the prospect of working with him. They are not highly motivated to sign him up as their advisor. They are still guarded and unsure. He could switch that whole thing around easily by investing in himself to extend his abilities.
Potential clients are going to his competitors who invested in themselves and became fully rounded professionals. Invest in yourself and learn how to work every audience into a passionate belief that they need you and your services right now.
