This article originally appeared in the May 2024 issue of Security Business magazine. Don’t forget to mention Security Business magazine on LinkedIn and @SecBusinessMag on Twitter if you share it.
Throughout the history of business-to-business selling, public speaking was a skill practiced by every salesperson. Some were great; some were ok; others were bad – but everyone spoke in front of an audience.
Today, speaking in public has been relegated to being performed by only professionals or salespeople asked to deliver presentations in special scenarios; however, salespeople should speak every chance they get.
Today, successful salespeople don’t have to be excellent speakers, but they do need to be pretty good. Here are eight ways to become a better public speaker:
1. Don’t start with a joke.
Conventional wisdom tells us to get the audience laughing with a joke and you will have them in the palm of your hand. This is true, but what if they don’t laugh? Today’s audience is less prone to laughter because of the exposure they have to interactions online. It is hard to surprise an audience nowadays, so don’t try – especially at the beginning.
2. Nail the opening.
You don’t want to risk bombing with a joke at the beginning, but you do want to nail the opening. Shift the audience’s attention to you with a story, riddle, quiz, survey results, or other engaging item – you will win their attention, and your confidence will soar. Develop a smart opening and practice it three times more often than you practice other parts of the speech.
3. Practice without notes.
As you move to the final stages of practice – a day or two before the presentation – begin to deliver it without notes. Simply speak into the wind as well as you can from memory. Once you go back to using your notes, it will be much easier.
4. Personalize.
Interview people from the audience ahead of time, do research, know the lingo of the organization, etc., and include them in your presentation. Call out people in the audience and refer to calls you had: “When Susan Staples and I were speaking last week …”
5. Use self-deprecating humor.
When you laugh at yourself, everyone else will too, and they will enjoy your journey. Pick on yourself but keep it clean. Respect the intelligence of your audience and they will show you respect.
6. Pause like a pro.
The best speakers pause, while others fill silence with awkward noises or filler words. Pausing allows the audience to absorb your message and illustrates your confidence. Intentionally pause early in your presentation to let the audience know they are listening to a master.
7. Tell stories.
In the opening, body, closing, and everywhere in between, use stories to bring your audience through the journey. People remember stories, not facts or data.
8. Prepare the person introducing you.
The introduction is the most overlooked tool for speakers. Write a strong introduction and then talk to the person introducing you to make sure they know your specific goals.
Chris Peterson is the founder and president of Vector Firm, a sales consulting and training company built specifically for the security industry. Use “Security Business” as a coupon code to receive a 10% lifetime discount at the Vector Firm Academy. www.vectorfirmacademy.com • (321) 439-3025
