10 Tips to Public Speaking Like a Business Pro

At some point - as an entrepreneur - you will need to speak. You cannot hide in the background forever - whether it's introducing yourself at a business meet up or presenting to your staff - you will need to speak in front of a group of people. Odds are you will need to sell a product or a service or an idea and it all hinges on this one speech. After you read our 10 tips below - you'll be speaking like a pro!

Before You Speak

1. What do they want? How can you help them specifically?

Most polished public speakers will tell you that the first question you should always ask yourself before taking a speaking job is "Does this audience want what I've got?" Now, you're not exactly a professional public speaker but that doesn't mean you can't learn from the pros. Even when making a presentation to a leads group or Chamber of Commerce - know your audience. What do they need? What do you offer that will make a difference to them. Audiences are self-centered so everything you say needs to be tuned to what they need to hear.

2. Dress the part without raising yourself to high above the audience

We just said that the audience is mostly concerned about themselves so the last thing you want to do is increase the distance between you and them. One mistake people make is dressing inappropriately. This can mean wearing a polo shirt to a room full of people in suits or wearing your most expensive suit when talking to an audience of low income individuals. Speaking events are about the audience so be approachable and accessible. You'd hate for people to judge you negatively before you've even uttered a single word.

While You Speak

3. Make Eye Contact

Even if you're nervous, have an armful of notecards and a powerpoint presentation - you need to face the audience and look at them. This allows you to connect and helps SHOW you value them.

4. Talk With Them - Not AT them

All speeches should be conversations, even though you're the only one talking. You need to assess the audience on a personal level. It helps to acknowledge them--not in a vague way, in a specific way. "I'm delighted to be here" isn't as good as "I'm delighted to be here to talk with you." Be clear and direct.

5. Demonstrate that You Know What they Want

Don't hide behind what you offer. Show the audience that you know exactly what they need and how you WANT to solve their problems. Place a sense of importance on the issues that your audience faces and a sense of excitement regarding your services and the kind of progress you can achieve. Please note a sense of excitment does not mean "talk loud."

6. The Subject can be boring but the Story cannot be boring.

There's no doubt that you have a goal for this speech but remember that you are in control. What you are talking about might be boring but if the speech reflects that - you've lost. Paint a picture, weave in specifics and give the audience something to take away. Be memorable, useful - even if the tip is only loosely connected to the goal of your event. And of course - keep it moving. Don't take three sentences to get a point across when you could say it powerfully in one.

7. Be aware of what you do

Every movement on a stage is magnified. When you cross your legs, people notice. When you scratch your face, people notice. When you play a thumb war with yourself, people notice. So be cool. People see everything. Breathe. Don't be afraid of a pause just maintain your confidence.

8. The Wrap Up: Dealing with Questions and Silence

Depending on the audience and type of speech, it may be appropriate to ask if anyone has questions. It's possible you'll be met with silence. Remember how nervous you were to speak in front of people? Well many people who are sitting in chairs don't like to raise their hand and ask questions in front of people either. Try to make the environment more casual by sitting in a chair at the front of the stage. This is why it's so important to create a conversation atmosphere. It makes people feel comfortable to talk with you. If you do have several people with questions - maintain your control and stay on topic. Don't spend 10 minutes answering one person's question when you know there are 5 others. If a question dives off topic then offer to speak with that person individually.

Don't Speak

8. Things You Should Never Say While Speaking About Your Company On a Stage

Is this thing on?

Can I get a witness? (even ironically)

A great man once said …

Are you picking up what I'm putting down?

Is anyone else warm?

Four score and seven years ago …

And then [pause] boom! It hit me!

In conclusion, I'd like to tell you a story. It all started way back in …

Final Tips

10. Some Technical Points to Make You aLook Like a Pro

Do not poll an audience of 10 or fewer people by a show of hands.

Do not imagine the audience in their underwear.

Do not imagine yourself in your underwear.

Do not look at your watch. If you start wondering how much time you have left, the audience will start wondering when you're getting off the stage.

Thank no more than three people at the beginning.

Keep your hands out of your pockets.

Unless you're a stand-up comedian. From the 1960s.

Do not close your eyes in a dramatic fashion at a key point in the speech.

Do not move your arms in a dramatic fashion at a key point in the speech.

Or your legs.

Or your hips.

Or someone else's arms, legs or hips.

Leave the pounding on the podium to the dictators.

How to Make 30 Second Commercial Magic

Would it surprise you to learn that most business people do not have a 30-second commercial (otherwise known as an elevator speech)? In my travels, even those at the highest level have not completed a few versions to suit any occasion in which they might be asked the age-old question, "What do you do?"

It is not only prudent but truly crucial that you be able to simply and quickly describe what you do and who your target audience is no matter the occasion. The purpose of your 30-second commercial is to tell who you are, who your company is, and what you do. In addition, it asks one or more power questions, makes a power statement that shows how you can help others and ends with why the prospect should act now.

Tips for Creating Your Personal Commercial

Follow your plan. When you write a business plan, you prepare the executive summary last because you can't effectively summarize something you haven't already thought out. The same holds true with your personal commercial. Write your personal business plan first. Then, align your personal commercial with your mission and the roadmap you have developed for achieving it.

Make it memorable. Apart from the need to exchange pleasantries, you tell other people what you do for two reasons: they might have a need for your services or they might know someone else who has a need for your services. In either case, they should remember enough of what you told them so that they think of you when the need arises. To make your personal commercial memorable:

o Use an energetic group of words that leaves them wanting more!
o Avoid using industry jargon unless it's absolutely necessary.
o Talk about benefits... "I help lawyers find ways to win more business from existing clients."
o Speak slowly, audibly and clearly.
o If possible, personalize it -- for example a trademark attorney speaking to someone who has expressed concern about cyber squatters might say "I protect companies from cyber squatters," in addition to saying "I am a trademark attorney."

Keep it simple. Test your personal commercial on a seven-year-old. If they can't understand what you do, then you need to do some editing.

Have more than one version. The level of detail you provide at a cocktail reception is often very different than the detail you provide during a client meeting. You need to be prepared with at least two (preferably even three versions) of your 30-second commercial. The first version is quick--perhaps one or two sentences. The second version is as long as one or two paragraphs and should expand on the information provided in the first version. For example, you might expand on your responsibilities or explain in greater detail what your firm does. The third version lasts one or two minutes and could include further explanation of the second version as well as key clients, case studies and other information relevant to the current audience.

Primary Goal of the 30-Second Commercial

To develop a series of sentences that take 10-30 seconds to articulate, sharing how you add value to your customer's business and life. The purpose isn't to tell the other person everything that you do. It's to keep them from saying: "So what!" "We've already got something like that." "We're all set." or "Good-bye!"

30-Second Commercial Outline

Name and Title ... Hi, my name is Honorée Corpron, Visionary, Business Strategist and Performance Coach.

Company Name ... My company is Honorée Enterprises.

Creatively say what you do ... I work with CEOs, senior level professionals and entrepreneurs to achieve profit-doubling growth in 60-80% less time than it would take them to do it on their own.

Insert your Power Question ... Wouldn't it be great to be able to reach achieve more goals in the next 12 months with support than you could achieve on your own in the next decade?

Insert your Power Statement (how you help) ... I think I might be able to help you. Let's get together to discuss ways to implement systems and strategies into your business to help you be the most effective and efficient you can be, all while maintaining balance in your life.

Why the prospect should act now ... Would you like to schedule a brainstorming session, or have lunch or coffee to see if I can be of assistance to you?

Creating your 30-Second Commercial. First, list five ways you improve your clients' business, save them money or money, and/or help them to get more of what they want. Then list five reasons why people do business with you. Combine the most important elements into your 30 Second Commercial.

Power Questions
The Power Question qualifies the prospect and sets up your response. Use these five questions when formulating the Power Questions in your 30-Second Commercials:
1. What information do I want to get as a result of asking this question?
2. Can I qualify my prospect as a result of this question?
3. Does it take more than one question to find out the information I need?
4. Do my questions make the prospect think?
5. Can I ask a question that separates me from my competitor?
Here are some lead-ins to Power Questions that will expose areas of need:
o What do you look for ...?
o What have you found ...?
o What has been your experience ...?
o How do you propose ...?
o How have you successfully used ...?
o How do you determine ...?
o Why is that a deciding factor ...?
o What makes you choose ...?
o What is the one thing you would improve about ...?
o Are there other factors ...?
o What does your competitor do about ...?
o How do your customers react to ...?
o How are you currently ...?
o What are you doing to keep ...?
o How often do you contact ...?
o What are you doing to ensure ...?

Using some of the lead-ins above, as necessary, make a list of 25 Power Questions that make the prospect think and give you the information you need.

Combining all of the necessary elements in creating your 30-second commercial, along with mastering your Power Questions will assist you in attracting more of the clients and customers you want to work with - and they'll know exactly why they should hire you right away!

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