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SAVVY SELLING -MAY 20, 2005

Nervous Before Your Presentation?

By Michelle Nichols

Join the club. There's a lot riding on your speeches and presentations, so take the following advice seriously. Then have fun!

Public speaking at a business conference is like playing with fire. While a flame can cook your meal, warm your living room, and add beauty to your life, it can also burn down your house. Likewise, speaking at business events offers a tremendous opportunity for sales growth -- or disaster.

This idea came to me via Savvy Selling reader Marilyn Hawkins, a public relations and marketing consultant in Ashland, Ore. During a recent business conference, she attended a session with two speakers that served as a case study: One speaker connected very well with the audience, while the other completely turned it off.

As a regular speaker myself, I've taken Marilyn's observations and added my comments to outline what works and what backfires, all in an attempt to help you with your own presentations. No matter what the situation -- keynote address, luncheon speech, or sales pitch -- use these tips for more effective discourse.

• Remember, at a general business conference, the motivations of the audience differ from those of your typical, qualified prospective customers. Not everyone in the audience is a buyer of your offerings, or even a direct influencer. Many just want to keep current on new business or technology developments. They may just need some continuing education credits. Worse yet, they may just want to get out of a day of work.

Therefore, forget your standard sales presentation. Rather, plan to educate your audience and establish yourself as a credible source of information on your topic of expertise. As Marilyn put it, "You're there to teach, not preach."

Obviously, the long-term goal is to sell more but, for the event, make your objective for the audience to perceive you as the go-to person for your industry. In the short-term, if attendees leave your presentation thinking "Gee, when I need to buy a new such and such, Sheila (or Sherman) is the one I'm going to call," you've scored a success. Even if they don't buy from you, they can refer their friends to your business.

• The "design" of your speech is pivotal, so give it some serious thought. Map out the areas you want to cover, how much time you should spend on each one, the order of your topics, and how you'll open and conclude. Each component is very important.

• Everyone sweats how to open a speech. Marilyn suggests the standard devices -- stories, jokes, anecdotes, examples, and provocative statements. The opening needs to engage listeners without overwhelming them. I recommend you spend at least 25% of your preparation time developing an opening that grabs your audience.

• Don't jump into the meat of your presentation too quickly. Audience members must get to know you before they can like and trust you. Until they feel comfortable with you, they will see you more as entertainment and will view your ideas with skepticism.

Still, don't waste too much time getting to what they all came to learn. A good rule: Allow around five minutes for the audience to settle in to your speaking style and voice before you get into the real substance of your speech.

• Cover only a few key points per hour. Speakers who give talks like "87 Ways to..." wear out the audience mentally. If you must give this type of talk, group those 87 ways into no more than 6 or 7 main areas.

Remember, listening is like eating. Most of us don't go to a restaurant and have one bite of 87 different dishes. We like a variety, but we want our food organized into courses. In the same vein, those in the audience want lots of information, but they want it arranged so they can enjoy and digest it.

• Give sufficient setup before each key point. Don't jump from peak to peak like a mountain goat. The intensity will wear attendees out -- and they will tune you out. For each major point, imagine you're guiding the audience to the top of a big hill, then back down and up another one, and so on to your next major point.

• Your speaking tone is a reflection of your attitude, so don't take yourself too seriously. A little self-deprecating humor goes a long way in establishing rapport. As I like to tell my audiences, no one can connect with a know-it-all.

When I speak, I come to share my expertise about sales, but also to learn from those in attendance. I believe that someone in each of my audiences has a story or comment that will improve my presentation.

• Don't worry about speaking perfectly. I forgot both a keyword and a famous person's name during a presentation once. I had to ask the audience for help. People were more than willing to lend a hand. I told them later, "Hey, I can't bring all the words. You have to bring some, too." They laughed, and we all had a great time together.

• Avoid "Death by PowerPoint." If you must use it, keep the number of slides to a minimum with just a few words on each slide.

• Leave your audience with a great handout. Include an outline of your talk, some information about current trends, an overview of product categories, and any technical or supplemental details. Remember, if you mention other vendors, don't disparage or misrepresent them.

• Put your contact information in the header or footer of the handout. This reinforces the idea that you are a major player in your industry and can be called on for any question relating to your specialty.

Many small businesses turn into big businesses via presentations at important conferences and conventions. Done wisely, your speech will prove a cost-effective way to increase your revenue. Thanks, Marilyn. Happy selling!

Michelle Nichols is a sales speaker, trainer, and consultant based in Houston, TX. She welcomes your questions and comments. You can visit her web site at www.savvyselling.com or contact her at michelle.nichols@savvyselling.com. Her direct line is (281) 610-6307 and her toll-free number is
(877) 352-9684.

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