Would you like to sell to 40 prospects at the same time?
Well, step up to the podium. Service organizations like Kiwanis
Clubs, Rotary, Lion's or Optimist Clubs are always looking
for a speaker to address its group for free. It's a win-win
situation. They get a speaker at no charge. You have a terrific
promotional tool and more importantly are perceived as an
expert in your field. Does that sound like a good head start
over your competition?
We've all heard that the fear of death is often surpassed
by the fear of public speaking. Think about the positive results
of doing a presentation and that might motivate you to work
through your fears. In case that isn't enough, take time to
work through these exercises to help you channel all that
nervousness into energy.
a. If you're wearing high heels take them off. Now, stand
on one leg and shake the other. When you put your foot back
on the ground it's going to feel lighter than the other one.
Now, switch legs and shake. You want your energy to go through
the floor and out of your head. This sounds quite cosmic;
it isn't. It's a practical technique used by actors.
b. Shake your hands...fast. Hold them above your head, bending
at the wrist and elbow and then bring your hands back down.
This will make your hand movements more natural.
c. Warm up your face muscles by chewing in a highly exaggerated
way. Do shoulder and neck rolls. Imagine that you're eye level
with a clock. As you look at 12, pull as much of your face
up to 12 as you can; now move it to 3, then down to 6 and
finally over to 9.
All of these exercises serve to warm you up and relax you.
Those exaggerated movements make it easier for your movements
to flow more naturally.
Preparation is a key element to making a solid presentation.
Here are a few tips that will help you make an effective presentation.
Psychologists have proven that the first and last 30 seconds
of any speech have the most impact, so give the open and close
of your talk a little extra thought, time and effort. Do not
open with "Ladies and Gentlemen, it is a pleasure to be here
tonight." It's wasting too much of those precious 30 seconds.
Opening a speech with a joke or funny story is the conventional
wisdom. Before you do, ask yourself these questions:
Does it relate to me (my product or service) or the event
or the group. Does it support your topic or its key points.
A humorous story, an inspirational vignette, which relate
to your topic or audience, are sure ways to get an audience's
attention. However, it may take more presentation skill
than you possess in the beginning. It's safer and more effective
to give the audience what you know.
A good way to open your speech is by giving the audience
the information they most want to hear. By now, you know
what the most questions you'll hear at a cocktail reception
or professional society meeting. Well, put the answers to
those questions in your speech.
I helped a neighbor with a speech he was putting together
for my women's organization. He's a senior scientist with
Genentech. I suggested that since most of don't know what
scientists are like or what they do, he should tell the
audience what it was like to be a scientist. "Being a scientist
is like doing a jigsaw puzzle in a snowstorm at night...you
don't have all the pieces...and you don't have the picture
to work from." You can say more with less.
Think about your audience. What is the information they
want the most from you. If you know your business, you'll
be able to predict what their questions will be simply by
experience. If you're not sure what a particular audience
might want to hear, talk to the program chair and get that
information from him or her.
THE CLOSING
The close should be the highlight of your speech. Summarize
the key elements to the investment process, etc. If you're
going to take questions, say "Before my closing remarks,
are there any questions." Finish with something inspirational
that proves your theme.
My scientist friend told our group of the frustrations
of being a scientist and he closed by saying, "People often
ask, 'why should anyone want to be a scientist?'" His closing
story told of a particularly information-intensive medical
conference he attended. The final speaker of the day opened
with, "I am a 32-year-old wife and mother of two. I have
AIDS. Please work fast," she said to the scientists. My
friend got a standing ovation for the speech.
OUTLINE FOR YOUR SPEECH
There are two basic outlines that work well for the beginning
speaker.
The AA way: Alcoholics Anonymous has an effective outline
for their people: "This is where I was. This is where I
am. This is how I got here." This outline will help you
tell the audience who you are and why you are qualified
to speak on the topic you've chosen.
Recently, a friend asked that I help her with a talk she
had asked to present. I asked three vital questions you
must also ask yourself: Who is the group to whom you are
speaking? How long will your talk be? Why have they asked
you to speak?
My friend had been asked to do a 25-minute speech for
the local Board of Realtors because of her great success
in real estate. I suggested she follow the AA outline and
open like this: "Twelve years ago, when I went into the
real estate business, I had never sold anything but Girl
Scout cookies and hadn't done well with that. Last year,
I sold $15 million of real estate in a slow market selling
homes that averaged $150,000 each. Today, I'll tell you
how I did that."
The question and answer format: People in your audience
are like the people you meet in your business or at a cocktail
party -- they probably all ask you many of the same questions
about your work. Think of the questions prospects, client
and friends ask you about your business.
Now you can open with, "The five questions I am most frequently
asked about investments (or whatever your field is)." Pose
the first question to the audience and answer it for them
in a conversational manner...just like you would to a prospective
customer. You may have never given a speech before, but
you certainly have answered the questions.
If you finish before your allotted time ask if the audience
has any questions. If there are no questions, there's no
sin in finishing early. However, when it comes to public
speaking, it is poor form to finish late. It shows little
consideration for the organization, the program chair and
the audience. If after you finish, they ask you to continue
beyond your allotted time, that's a different story.
WRITING YOUR SPEECH
I don't believe you sit down and write a speech. You gather
and collect ideas that can build your speech. If you're
going to be addressing a group in the next few weeks, keep
a note pad with you and jot down ideas, situations that
relate to your talk. When you actually write your talk,
you'll have lots of material to fit into your outline.
PRESENTING THE SPEECH
Do not read your speech. Write key points in bold felt
tip pen (or in a large, bold typeface on your laser printer)
on a pad you keep on the lectern or table on the podium.
I urge you not to stand behind the lectern throughout your
entire talk. It puts a barrier between you and the audience
and they feel it. However, if you feel more secure standing
behind the lectern, do not lean on it.
The introduction: Write your own introduction. Use your
resume as a guide, but customize it to fit the topic on
which you're speaking. Do not include your job as a life
guard in your intro unless it directly relates to your subject.
Handouts: Develop a page detailing your key points. Or
if you've had an article published, make copies for the
audience members. Make sure that the handout includes your
name, address and telephone number.
Business Cards: If your goal is to develop business contacts,
always collect business cards from the audience members.
You can offer to send additional information, articles or
tip sheets to them. Or you can offer a door prize (this
can be a product you sell or certificate for service --
a free evaluation of financial status, etc.) and ask that
everyone drop their business cards in a box from which you
or the program chair will draw the winner (or winners) at
the end of your talk.
The business cards give you prospects with whom you can
follow up later. If you offer to provide attendees with
written material, you might include an order blank for you
product or service.
JUST DO IT!
Speaking before a group of strangers can be intimidating,
but keep focused on the positive impact the presentation
will have on your business reputation and your bottom line.
Don't expect to be a magnificent speaker the first time
out. Your goal is to present the most valuable information
possible to the members of the audience. Think of it as
the beginning of many long-term relationships.
Go on -- step up on the podium and profit from the experience.
(1631 words)
If you find this article useful, you will enjoy, appreciate
and learn from Patricia Fripp's audio and video tapes: http://www.fripp.com/professionalspeakers.html
If you are interested in speech coaching check out: http://www.fripp.com/speechcoach/
If you are a business executive who wants to get paid for
your knowledge, or a professional speaker who needs innovative
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Patricia Fripp is an award-winning speaker, sales trainer,
and speech coach, who delights audiences, electrifies executives
who speak, and transforms sales teams. Meetings and Conventions
magazine calls Patricia "one of the country's 10 most electrifying
speakers." She is author of Make It! So You Don't Have to
Fake It and Get What You Want, and contributing author to
Speaking Secrets of the Masters and Insights Into Excellence.
Patricia was the first female President of the over 4,000
member National Speakers Association and is a Hall of Fame
recipient. Before becoming a speaker she enjoyed a highly
successful career in a service industry.
We offer this article on a nonexclusive basis. You may
reprint or repost this material as long as Patricia Fripp's
name and contact information is included. PFripp@Fripp.com,
1-800 634 3035, http://www.fripp.com
Patricia Fripp
527 Hugo Street — San Francisco, California 94122
U.S.: 800-634-3035
Phone: (415) 753-6556 — Fax: (415) 753-0914
Email:
PFripp@Fripp.com
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