The #1 Reason
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Hello again, this week we’ve got part two of the Shaune Clarke interview, and I promise it’s just as packed with unusual and insightful tips for business as part one:
In fact, this week, we get to cover something I’ve made a fuss about a few times in previous posts. Some of you might remember me waxing lyrical about the power of story, Shaune explains how it creates connection and builds relationship with your audience, and it’s application for sales and marketing.
He also explains the art of story and it’s role in graceful persuasion, overcoming unwarranted sales resistance and creating resonance with your audience.
Shaune speaks about the role of intuition in his business, and how his work has lead him to help other people find their purpose and understand their unique giftedness. So settle in for another adventure exploring topics that cover the core of successful business, and morph into the esoteric realm of our human experience.
Shaune begins by stating that resonance is key when it comes to creating a connection and building trust with our clients. He then tells us a story to illustrate the power of resonance, and reminds us that our customers are going to come to some conclusion about us on their own before spending money.
Shaune’s a big advocate of being strategic when it comes to communicating and presenting, but even with all the strategy in the world, you can’t know exactly how your clients are filtering the information they receive, so they will come to some conclusion that doesn’t necessarily relate to your strategy.
This is the gift of stories, they build resonance unlike all the other things your clients are expecting, like testimonials and credentials. Customers have preconceived notions about, and unwarranted sales resistance to the things they expect. Resonance through story is not only under the radar, it’s a very elegant way of conveying the same information that we do in testimonials or displays of credentials. Testimonials and credentials are still valuable and valid, but clients expect them and what’s more, they can get very bored and resistant to them.
You know that glazed over looked and feeling you get with the same old blah? I know I get it and I’ve actually seen on this blog when a reader responded with annoyance to a writer listing off their credentials. The writer wasn’t doing anything wrong or different to what we all do, and what is espoused the world over for building credibility. The problem is, we’re all so used to this drill that we get that glazed over, jaded response to it, which of course, is the last thing you want happening in your customers’ minds.
Part of Shaune’s training helps people learn to relay a story in bullet points, the aim is to get the story across quickly, clearly and concisely, so you don’t lose your audience. It’s key to impart what’s in it for them, that’s what your customers are thinking, and they don’t have time to waste on you if you don’t give them value for their time spent listening and learning from you. He explains that:
A story needs to be a well articulated metaphor that brings a lesson.
The beauty of story is that you can bring so many layers to it, resonance is just one layer. Story has a huge trust building element.
For Shaune, story is the art of graceful persuasion, creating resonance and demonstrating value. A well defined and succinct story can build trust, establish credibility and create an awareness of your value to your clients. Shaune gives a demonstration of himself telling a story and breaks it down for us. He uses it to display his credentials in a way that builds resonance and doesn’t land on us like he’s trying to impress us with his credentials.
I ask Shaune about intuition and the role it plays in what he does. Shaune explains that our intuition is the first thing that gets sacrificed because we don’t listen to it if we don’t believe in ourselves. Unfortunately, this is a common challenge for people the world over. Shaune has spent 20 years doing extensive work on dissolving his emotional blocks. All of us have these and have a choice to work through them in the way we see fit. He says this has played a big role in him being able to believe in himself enough to trust his instincts or intuition.
Shaune’s adamant that we are all intuitive beings, but he believes we may have different types of intuition. Shaune’s specific intuition is around seeing the value that people can bring to the world. He is inspired by helping people find their purpose and he’s been trying to do this his whole life. It’s one of the reasons he loves speaker training, because he finds the clients that come to him for speaker training are wanting to awaken to their giftedness and are ready to take the next step.
He’s been through a few different methods to try to help people find their purpose, but speaker training has proved to be the most effective method to accomplish this. He is inspired by the awareness that we all have a unique purpose and giftedness, he knows this instinctually and has been on his own quest to find how this is demonstrated in life.
Shaune believes there are different types of instinct and intuition related to the different types of giftedness in individuals, and the only thing that stops us from listening to our unique intuitive knowing is not having a level of trust in ourselves to allow ourselves to listen to this inner voice.
My experience of learning from Shaune in his presentations, speaker training and doing this interview has been invaluable. I honestly love being around someone with a mind like this, who shares such unique insights into business and human behavior.
I’m going back to his one day training on July 30th. I’ve attended this training twice before, but there are so many layers of understanding and so many dimensions and applications for my business that it’s crucial for me to keep discovering the next level.
If anyone reading or watching these interviews is interested in seeing Shaune presenting live, you can click here to see when and where he’s speaking.
Unfortunately for international readers, his days of traveling the world and presenting are on hold, and those of us in Australia are extremely lucky he’s living here so we get to learn from him. Fingers crossed he might take to the skies for some international appearances again in the future. Once again, thanks for reading, and I’d love to hear your comments at the end.