Chapter 7Creating Relationships Through Show Business

Catch any performer after a performance and one of the first things they'll talk about is "the house." What kind of crowd was out there? Were they hot or cold? Fast or slow on the uptake? Was the energy out there a lift or a drag? What worked, what got laughs, what got applause, what got a rise out of them? Most performers have to figure this out as they perform. They set foot on the stage without so much as a prior glance at the audience, the people who matter most to the success of their act.

Performers in business shows are in a better position. They have prior knowledge of the audience. This knowledge might come through a variety of sources: marketing research, segmentation schemes, customer ...

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