Impactful Communication: Shanon Alter Of Leaders Exceed On 5 Essential Techniques For Becoming An Effective Communicator
An Interview With Athalia Monae
Don’t wait: Many of us are problem solvers, no matter what industry we’re in. That means that often when we’re faced with a customer, client or team issue we want to wait until we have all of the answers to respond. My advice: don’t wait! Unless there is an emergency people will understand if you don’t have all of the answers if you give them an update(s) along the way and let them know what you’re doing. Follow through is key.
In an age dominated by digital communication, the power of articulate and effective verbal communication cannot be understated. Whether it’s delivering a keynote address, leading a team meeting, or engaging in a one-on-one conversation, impactful speaking can open doors, inspire change, and create lasting impressions. But what truly sets apart an effective communicator? What techniques and nuances elevate a speech from mundane to memorable? As part of this series, we had the pleasure of interviewing Shannon Alter.
Shannon Alter, CPM ® works with organizations that want to communicate with clarity so they can gain influence in their market, build better relationships and grow their business. She has over 30 years of experience in commercial and retail real estate management and hospitality. Her programs have been used throughout the United States and internationally by organizations of all sizes.
Shannon is a National Instructor for the Institute of Real Estate Management (IREM®), and the American Management Association (AMA) and has trained professionals in 10 countries. She has held the volunteer position of RVP for IREM and is a Past President of IREM Orange County.
Her 3rd book, “Be Influential: Surefire Ways to Improve Your Presentation Skills” was published in Summer 2023. She is the author of two earlier books, leadership white papers and numerous industry articles, including a long-time industry column.
She is a graduate of the University of Southern California.
Thank you so much for joining us in this interview series. Before we dive into our discussion about communication, our readers would love to “get to know you” a bit better. Can you share with us the backstory about what brought you to your specific career path?
Sometimes career twists point us in a great new direction. I graduated from USC armed with a degree in Theatre and ready to roll — until my dad suggested I find a job that actually paid! My career has included work for a prominent hotel company, shopping center developers, an anchor grocery tenant and a 1031 exchange syndicator, so it has been diverse to say the least!
I now train and consult with organizations and professionals on how they can communicate more clearly in any conversation, presentation or meeting. This has also given me a diversified viewpoint as I’ve been able to see different parts of the industry, different companies and different cultures. This has been an unexpected benefit in my own business, as I’ve had the opportunity to gain a variety of perspectives that I can share with my clients.
Can you share the most interesting story that happened to you since you started your career?
There are so many! I’ve been fortunate to teach and train professionals in many different countries (both in person and virtual) and I can say that I always learn something new every time, even as the instructor.
There’s one story that I share time and time again, which also made an appearance in my latest book ‘Be Influential: Surefire Ways To Improve Your Presentation Skills’. At 21 years old I graduated from the University of Southern California armed with a degree but no job. My Dad told me to ‘look for a job that pays!’ So, I walked into a personnel agency to see what they had to offer. I was handed a checklist that listed different types of office equipment and was told to check off the equipment I could use proficiently, as if that’s all that mattered in the world of work.
Despite being prodded for my completed checklist, I couldn’t fill it in as my best skills didn’t even appear on the list! I was quickly ushered out of the door by the women who handed me the list. She looked me straight in the eye and said: ‘You’re nothing but another pretty face. You’ll never amount to anything!’
I mustered all the confidence I could, looked right back at her and said: ‘watch me!’
I’m grateful to her for saying ‘no’ to me that day. She helped me see that determination, confidence and preparation really do make all the difference. I didn’t know it then, but I learned an early lesson in how to be prepared and poised for things that don’t always go your way.
You are a successful business leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
Persistence and the ability to be both flexible and poised are character traits that have made a difference throughout my career.
Persistence:
An early career experience made all the difference in how I prepare today (and can help you too). When I was 21, I graduated from the University of Southern California armed with a theater degree. I walked into what was then known as a personnel agency to see what they had to offer me. Immediately, I was handed a checklist that listed 15 different types of office equipment. My task was to tick off the ones I could operate proficiently. I couldn’t tick anything off the list as my best skills weren’t even on the list! It would seem that being able to use office equipment was more important than brain power, creativity or the ability to lead.
I handed the checklist over and was quickly ushered to the door. She looked me straight in the eye and said, “You’re nothing but another pretty face. You’ll never amount to anything.” I mustered all the confidence my 21-year old self could deliver, looked right back at her and replied, “watch me!”
It taught me the value of knowing your worth and standing up for yourself in any kind of business situation.
Ability to pivot and be poised:
These attributes are intertwined because if you’re flexible and able to pivot in any conversation or presentation, you’ll be poised and confident.
I’ve been fortunate to speak, facilitate and teach in person and virtually hundreds of times, both in the U.S. and internationally. Each client, each location and each culture is different and flexibility and adaptability are key.
I discovered quickly that it’s often necessary to switch gears just as quickly because stuff happens! The tech goes sideways, your counterpart doesn’t show up, there’s a disruption in the room — anything you can imagine will most likely happen! There’s a silver lining here too: all of this allowed me to let go of worrying about achieving perfection every time. It takes effort to be effortless.
Let’s begin with a basic definition so that we are all on the same page. How would you define an “Effective Communicator?” What are the characteristics of an effective communicator?
When we think of effective communication, clarity is a key attribute. Communication can be a little awkward and even vague these days, so clear communication is crucial, whether we’re communicating with our team, our leaders or our clients.
How can one tailor their communication style to different audiences or situations?
By doing your homework in advance! I call this “DYH”. When I speak at a conference or leadership meeting for example, I always try to get intel in advance about my audience so I understand what they want and what they need. You can do the same before you go into a meeting- I call this the “meeting behind the meeting”, particularly if there will be a contentious or divisive topic on the agenda. Find out who will be your allies and who will speak up for you.
Sometimes we’re faced with situations we’d rather avoid, especially if it involves conflict.
Conflict can be tough because it hits our emotions. It’s helpful to determine what your own EQ (emotional intelligence) is and look at your own self-awareness, how you manage your emotions and how you look at and understand other people’s emotional intelligence.
It’s also crucial to understand what the barriers are to resolution — what will keep you from resolving the issue. Understanding what to say and how to say it is crucial. When most people feel like they’re under attack they’ll respond emotionally to the situation in order to protect themselves. It’s your role to ensure that the other person can say what they need to say and feel heard. Ask questions if you need to, or take a moment to gather your thoughts before responding to avoid the conflict escalating.
When I work with clients, we rehearse and role play these conversations so that they’re not so uncomfortable when they play out in real life.
Communication styles are also different across generations and cultures, so it’s important to understand all the factors that contribute to a person’s communication style and not automatically assume that we know what people want and need.
Boomers may be more direct in their communication style, whereas Gen Z have a more relaxed approach. Neither is right or wrong, but how a message is delivered may be perceived differently, depending on who you’re speaking to. The biggest difference you can have in a conversation is asking for clarification on what the other person has said, rather than jumping to conclusions when you may have misunderstood or misinterpreted what they’re saying.
Can you provide an example of a time when you had to adapt your communication style to reach a particular audience successfully?
This happens every day! When I do a workshop, I always have a plan of course. My expertise is in being a great facilitator, so I ask a lot of questions. This helps me understand what my audience (large or small) expects or is looking for, and then I am able to pivot accordingly.
How do you handle difficult or sensitive conversations while maintaining open and effective communication?
Again, have a plan in advance. Consider the top one or two things you want to say or focus on, vs 10 things. Listen intentionally, Ask questions like “what can you tell me about this?” or “can you fill me in?” to open up the conversation.
In your experience, how does storytelling play a role in impactful speaking? Why do you think stories are effective in communication?
It’s all about the story. Everyone can read your slides or handouts. Your job is to translate what they mean and how this applies to your audience- this is how you make an impact. I believe in the Power of Three- choose 3 things you want to convey and figure out how you can provide examples or stories to effectively illustrate. If you’re presenting a business case to your boss for example, provide enough context and color for that person to understand the situation and make a decision.
What are your “5 Essential Techniques for Becoming an Effective Communicator”?
1 . Fill in the gaps: When we don’t have enough information or don’t see a clear path, it’s human nature to fill in the gaps ourselves. I call this the Exploding Engine Theory. For example, if I take my car to the dealer for maintenance and the car rep says he’ll be back with any issues in a half hour and he reappears in that time frame with the information, my shoulders automatically relax because he clearly communicated what he would do, and he did it. If he doesn’t come back in that time frame, I start to wonder (and perhaps worry) that something must be wrong and that maybe, just maybe, since I hadn’t heard anything, the engine must have exploded. Of course, this is highly unlikely but you get the picture — we fill in the gaps.
2 . Don’t wait: Many of us are problem solvers, no matter what industry we’re in. That means that often when we’re faced with a customer, client or team issue we want to wait until we have all of the answers to respond. My advice: don’t wait! Unless there is an emergency people will understand if you don’t have all of the answers if you give them an update(s) along the way and let them know what you’re doing. Follow through is key.
3 . Know your audience: Studies show that approximately 82% of us don’t know our audience. This is critical, no matter who our “audience” is and what they want. I used to work for a leader who was always on the phone and always short on time. He’d say he had five minutes for you but in truth it was actually three minutes, or perhaps just two minutes. That meant you had to be conscious and concise. It was critical to give him the necessary information and/or questions right up front, or you’d lose him entirely. I learned to craft my message to be similar to an elevator pitch and get it done in 30 words or less (most of the time!)
4 . Cultivate credibility: Trust is the foundation for everything we do and for the relationships we forge and keep. Yes, you can pull out your long CV or bio but in most cases you don’t need that. People can look up almost anything about us via LinkedIn or other platforms. Instead, consider these three things when you want to cultivate your credibility:
- Knowledge and expertise: Show, not tell
- Genuine authenticity: Everyone wants it and they can tell if/when we aren’t being genuine
- Listen up: listen to understand, not just to hear
5 . Personalize it: Your team, clients and colleagues want to know that you see and hear them. When you’re holding a virtual meeting for example, take a few minutes for small talk and actually ask people how they’re doing. Communication today can be very transactional. The personal approach puts the human-ness back into the conversation.
How do you integrate non-verbal cues into your communication? Can you provide an example of its importance?
It’s critical to understand what’s going on with your body language AND what happens on your face. Whether you’re speaking at the front of a conference room or virtually, you want to convey executive presence and gravitas. This means you want to display confidence and credibility — it shows up in your posture, for example. When I was young, my mom had me walk around the house with a book on my head so that my posture would be great (no slumping!) and it is! Think about what’s happening on your face. We often think of this as “does your smile meet your eyes”. Dr. Paul Ekman calls these “microexpressions”. They occur very quickly (½ of a second) and can show others exactly how we’re feeling, whether we’re happy, sad, disgusted or elated.
How has digital communication changed the way you convey your messages? Are there any specific challenges or advantages you’ve encountered?
All too often we rely on written/digital communication, sometimes over many platforms (internal and external). My clients and colleagues relate that their teams will go back and forth via email and text, vs. actually calling someone. The key here is that communication can absolutely be misinterpreted when someone does not hear your voice- pick up the phone.
Public speaking is a common fear. What techniques or strategies do you
My book, “Be Influential: Surefire Ways to Improve Your Presentation Skills” is chock-full of excellent strategies and techniques leaders at all levels can use right away in any conversation or public speaking situation.
Some of my favorite techniques are:
- Perfection is not the goal. It’s ok if your presentation isn’t 100% perfect. People don’t know what’s going to come out of your mouth (you get to choose !)
- Confidence is key- 100%. Take a breath, speak and be ready to pivot.
- YOU are the expert in the room. People want to hear what you have to say.
- It’s ok to have your hands by your side. It may be uncomfortable at first, but try this — it makes a difference.
- Let your doubts GO! (P.S. It’s liberating!)
What additional resources do you recommend for individuals looking to improve communication skills?
First, take a look at my book “Be Influential: Surefire Ways to Improve Your Presentation Skills” We all “present” every day, in every way. The book provides lots of tactics, strategies and tips on how to be a stellar communicator and presenter in any conversation, meeting or presentation.
I also like Harvard Business Review’s articles (you can find them on LinkedIn too) and I go to Gallup Workplace for current statistics on how we work today.
You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
Professional development — use it, implement it or risk losing your best employees.
How can our readers further follow you online?
You can connect with me on LinkedIn — www.linkedin.com/in/shannonalter, sign up to my newsletter (insert link) or visit my website to find out how I can support your leadership team — www.leadersexceed.com
Thank you for the time you spent sharing these fantastic insights. We wish you only continued success in your great work!
About the Interviewer: Athalia Monae is a product creator, published author, entrepreneur, advocate for Feed Our Starving Children, contributing writer for Entrepreneur Media, and founder of Pouches By Alahta.
Impactful Communication: Shanon Alter Of Leaders Exceed On 5 Essential Techniques For Becoming An… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.