Audience Analysis Paper

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Audience Analysis Paper


This paper will discuss a quarterly sales report in which the presenter is asked to characterize the audience, what communication channels should be used keeping the audience in mind and how to ensure that the message was effective. The report is to be presented to a group composed of customers, managers, sales people and stakeholders.

Table of Contents



Characteristics of the Audience1

The Customers1

The Sales People2

The Managers2

Communication Channels3


Effectiveness of the Message4


Audience Analysis Paper


Audience analysis is the first step in any communication process: it gives you the tools you need to shape your product and your message. In order to communicate effectively with your audience, you need to understand who they are, what groups they belong to, and what values they hold (Locker & Kienzler, 2008).

Characteristics of the Audience

The audience is the group of individuals that are looked upon as important and that facilitate the major functions of an organization that makes up an audience. (De Stadler & Sarah, 2007).In this particular situation the audience is the managers, customers and sale personnel. The main features that should be addressed are the interest of all parties involved. When this is captured the success of the meeting is imminent because the needs of everyone will be considered (Locker & Kienzler, 2008).

The Customers

The main characteristic of a customer is what they get out of the deal? What products and services are you providing? What are their needs? Customers have a particular need and it the company's job to meet, satisfy, or exceed those needs. The interest of the customer can be assumed because they are taking the time to listen to what you have to say (Albers, 2003). Make sure you let them know that you appreciate their time, and you understand the value of their time. You can also assume that the customer is impatient so be direct. They want to hear the most important points of your information first, give it to them plain and simple.

The Sales People

Sales people are on the front lines. These are the people who represent the company. When a customer interacts with a company the salesman is the first point of contact. It is safe to assume that the salespeople are important as well. They are constantly trying to meet goals for the company. Salespeople get the most feedback from their customers, about the product and the competition. They want to know that the products or services they provide are as good, if not better than the competition. Make sure your presentation accentuates all the positive trends that in your report. A good salesperson is passionate. They want to hear the value of what they are doing, because they want to express that value to their customers. A good salesperson also is very attentive and listens well. They will be ready to take notes, and summarize key points (De Stadler & Sarah, 2007).

The Managers

Good managers understand that the customer is a top priority, and the salespeople are the first line of ...
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