Alabama Contractor Fall 2019

Majorities, Early Adopters and Innovators) who might then
overlay that general perception upon the association and decide
that is not for them. There is value in utilizing a broad range of
communication modes to maintain member satisfaction based on
their individual communications styles and how they consume
and share information across generations. The ultimate goal is
to continuously move the “member segmentation curve” 4 on
the previous page.
Identifying preferred intelligences of audiences
Peter Kline and Bernard Saunders in their book, “Ten Steps
to a Learning Organization,” talk about humans having
seven different intelligences: visual and spatial, bodily and
kinesthetic, interpersonal, intrapersonal, musical, linguistic,
and logical and mathematical. In addition, effective
communicators learn to read queues in identifying preferred
intelligences of their audience to maximize understanding
between the sender and receiver of information. This is called
neuro-linguistic programming (NLP). Roy Yarbrough explains
that NLP suggests that people talk to themselves differently
when synthesizing information. They take in data through
auditory, visual and kinesthetic methods. They also give others
clues as to how they prefer to receive data through their vocal
responses. For example:
• Auditory people might say … “I hear what you are saying.
Tell me again why you believe we should take this approach?”
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• Visual people might say … “I see what you are saying. Show
me again why you believe we should take this approach.”
• Kinesthetic people might say … “I feel like I understand
where you are coming from. Let’s talk about how you feel
about taking this approach.”
Fun Fact — The neuro-linguistic theory also suggests there
are eye-accessing clues that indicate how a person is recalling
information:
• Vr- Visual Remembered. Looking up and to the left indicates
remembering and event or image which occurred in the past.
• Vc- Visual Constructed. Looking up and to the right indicates
thinking of an event or image, which has not yet taken place.
(This is sometimes construed as lying)
• Ar- Auditory Remembered. Looking to our left at eye level
indicates that we are remembering a sound, word, phrase or
other auditory event which has actually taken place.
• Ac- Auditory Constructed. Looking to our right at eye level
indicates that we are trying to imagine a sound, phrase, word
or other auditory event, which we have not actually heard
before.
• Ai- Auditory Internal. Looking to our lower left indicates
when we are in the process of conducting a conversation
within ourselves. This may be an internal debate, weighing
options or evaluating a statement.
• K- Kinesthetic. Looking to our lower right indicates that we
are experiencing a strong emotion or feeling about what is
being said or done.
Left dominant people reverse the cues described above. All
descriptions are from the perspective of the other person.
1
Sarah Sladek and Barb Ernster (2015), Engaging Young Generations,
Understanding membership engagement trends in order to recruit,
retain and sustain Generation X and Y. XYZ University, www.
xyzuniveristy.com.
2
Calli Dretke (2017), Engaging the 5 Generations of Association
Membership. Retrieved from the World Wide Web on July 24, 2019 at
https://www.nextwaveconnect.com/blog/engaging-the-5-generations-ofassociation-membership
3
Callie Walker (2016), Generation Z and Associations: What You Need
to Know, Retrieved from the World Wide Web on July 25, 2019 at https://
blog.memberclicks.com/generation-z-and-associations-what-you-needto-know.
4
Seth Godin (2003), Purple Cow: Transform Your Business by Being
Remarkable, (1st ed.) The Penguin Group, New York, NY, page 6.
5
Piet Levy (2011), Don’t Leave the Elderly Out of Your Marketing, Plan,
Retrieved from the World Wide Web on August 20, 2019 at https://
www.leadingageil.org/portals/0/pdf/weeksnews/2011/jun11/Dont%20
Forget%20the%20Silent%20Generation_062011.pdf
6 Alabama Contractor • www.alabamaphcc.org • Fall 2019