I’m going to tell you the story of a terrible experience I had with one of my first workshops as a solo business owner and public speaking consultant.
Mistake #1: Even though this was a workshop I was sponsoring, I relied on someone else’s promise to get me a venue set-up with proper AV equipment, etc. and I didn’t check it out myself. The actual location of the venue didn’t match the address I was given, and let’s just say that the room where I was supposed to be holding my workshop was not in the condition originally described. I was late to my own workshop, and my attendees whose names were supposed to be given to the concierge downstairs had to argue to be allowed up to the workshop room.
Let’s just say that everybody was not in a good mood when it was time to begin. I delivered my workshop, and it didn’t go well.
Then, I shot myself in the foot. I knew better! At the end of my presentation I invited my audience there to go ahead and give me their honest feedback, to share it in front of the group instead of an individual survey form. Big mistake. What resulted was what people from the Southeast (where I grew up) called a “lemon squeeze.” One person in a group starts with a negative comment about a person, event or situation, and each subsequent person takes their turn, each criticism building on the previous one.
Let’s just say it got a little ugly, but no one threw anything at me. I managed to maintain my composure, got away from that room and my audience as soon as humanly possible, went home, cried to some close friends, pulled myself together and used what little constructive feedback I received that afternoon to revamp my presentation. The following week I delivered the same presentation twice and received excellent reviews, but the ugliness of the week before was unnecessary and useless. And I was the one who opened that door.
The truth is that negativity feeds on itself. Individuals in that first audience, already predisposed to negativity due to the circumstances described earlier, fed on others’ negative comments which snowballed into one big “let’s tear the presenter to shreds” situation. Manners and respect go out of the window.
Jessica Dennis, Speaker and Customer Relations Manager for SimplePayday has a neat trick when dealing with negative comments.
“When it comes to the question on feedback, I always advise feedback through questionnaires or feedback forms.
This saves me from any embarrassing scenarios or potentially brand damaging comments, on what could be to another audience member a great talk (up until that point.)”
What kind of feedback do you really want?
What is of value?
All flattery and platitudes?
Sure, if that’s what the audience truly experienced. But if not, it’s important for you, the speaker, to know so that you can improve. The feedback a presenter needs should always be constructive, respectful and honest, be it positive or negative. As the speaker, this is something that you can and must insist upon, or someday face being the subject of your own “lemon squeeze.”
Here are several ways in which this can be easily controlled:
1) Hand out a simple feedback form to be completed by individual audience members at the end of the presentation. Bring extra pens.
2) Frame the questions on the form so that is if there is an area of weakness, the listener has the opportunity to explain where the weakness was. Ask for specific feedback.
3) When you pass out the forms, verbally instruct your audience to be honest and constructive in their feedback. Give an example or two of specific and helpful audience feedback comments.
Audience problems?
When the audience starts to get tired and disgruntled, you, the speaker, are in trouble. Many times, when speakers find themselves in this situation, some form of disruption or “heckling” begins, and the speaker makes the fatal mistake of reacting defensively. Responding to uncooperative audience members with sarcastic or otherwise negative remarks that anger or humiliate them is a bad idea. Remember, the goal is always to maintain or repair a damaged rapport with your audience.
Gary Genard, a public speaking expert and owner of the website genardmethod.com also thinks that prevention is often the best medicine.
“To practice the art of prevention in the speaking arena is to circumnavigate near-disaster. You must prevent a breakdown of constructive energy into negativity at all times!”
Prevention is the best solution, but if it’s too late for that, I recommend two strategies to speakers who have found themselves “down the rabbit hole” in this unpleasant place with their audience.
1) If you’re anywhere near the end of your presentation, get to your close fast. Pass out the assessment sheets and ask for additional comments on the sheet. Remind them that constructive feedback consists of clear and specific suggestions backed up with reasons why the suggestions are made.
2) Call a break as soon as possible and leave the area during the break. Do not stay in the room or make any attempt to interact with the audience. This will give those who don’t want to be there any longer a chance to leave discreetly. When the break is over, acknowledge their frustration and confusion and announce a Q&A session for a limited amount of time to clarify expectations or miscommunications. Once you’ve done that, press on with whatever portions of your presentation remain relevant to your audience.