Step two, as I promote once you've established rapport with your audience, now you need to get into what are the challenges facing them. Now, we're only interested in challenges at this point that relate to the solution or product or service that you are going to promote in a little while. So don't get caught up in everything to do with their lives or their business. Focus this down onto just the things that matter for you things that you need to answer as a speaker later when it comes to revealing your grand solution, whatever that might be. So when you're in a one to one conversation, this is quite easy to do. You ask people so what's the thing you're most afraid of, or what is challenging you most right now, etc.

But when you're on stage, you might not have the chance to ask that. You can But just be aware, you might get a whole raft of strange answers that you're not ready for. And also, it can take quite a lot of time. So just be prepared for what you're going to do if those answers don't quite go the way you're expecting. So most speakers will choose to tell people what the problem is. And you do that by doing market research in advance, perhaps you might phone some of the delegates that are going to be in the audience for that speech.

That's what I often do. And I asked them what's going on for you right now? People love this bit because you seem like a mind reader. If you can tell people what is keeping them awake at night, then they will be amazed they will say, how did you know that about me? That's the kind of gasp reaction that you're looking to get here. Let's stick with that bicycle example just for a moment.

I would love to buy a really expensive bicycle, but I am worried about it getting stolen in London. That is the main barrier to me buying bike. So it would be perfect here for someone who wanted to ultimately persuade me to buy one of their luxury bicycles to say, I bet you're thinking I'd love a luxury bike. But there's no point me having one in London because it will only get stolen. That to me would amaze me if I sat in the audience. And I think yes, I do think that.

So, in this section, it's really important to get right to the core of what people are worried about. And then, as a next step, before you start to tell them the solution.