Audience Analysis Paper
Tony O. Nance
COM/285
April 11, 2011
Donna Craft
Audience Analysis Paper
Effective communication is essential in all business transactions. As a salesperson, communication is even more important, the role requires interaction, and because the intent of many communications will be to convince, it must be effective. In this paper the subject to discuss is the characteristics of the audience that a salesperson must consider when preparing a quarterly sales information meeting to a group of customers, salespeople, managers, and stakeholders. Discussion points will include what communication channels the speaker considers appropriate for this meeting, further considerations given to the diversity of the audience and how the speaker ensures that the message delivered effectively communicated to the audience.
An effective presenter must understand the audience. A presenter has been selected to convey the company’s quarterly sales report. The audience needs, wants, and their opinions the presenter will want to identify. Mentioned in the text are many audience types, a gatekeeper, the primary audience, the secondary audience, auxiliary audience, and watchdog audience (Locker & Kienzler, 2008).
The gatekeeper controls the message to determine if the message can move forward or be returned for editing. This position usually is held by someone in middle or upper management. The primary audience decides if the information is acceptable and will act in a way they see fit. The secondary audience asks questions about the message and will likely add on to approved information. The auxiliary audience is not considered an active participant and remains idle. The watchdog audience does not have the authority to stop the presenters’ message nor will it act upon it however, this group does have political and social ties to the community and does more “policing” by monitoring all activity. Knowing what the...