Presenting can really help you feel good– the applause, the praise afterwards, the requests to speak at other meetings. That is all great for your ego but does it help grow your business?
Of course it can help raise your profile, could get you new clients even if you are told “This is not a sales pitch” and generally get you new respect and interest from your audience. But if you are presenting to prospective clients you want to make sure that your presentation sells you, your services and your company in the most effective way possible. Here are some of the ways you can make sure that your audience is moved to take action as a result of your presentation.
Preparation
So far in my blogs I’ve talked about the 10 steps to preparing your presentation – if you prepare well and know your audience you well appeal to them and they are more likely to take action.
In your preparation make sure that there are marketing materials that people can pick up . If you are running a workshop, at the very least you should make sure that the hand outs have all your contact details, special offers, free gifts etc on them. Most importantly make sure there is a call to action in everything you do (you will have heard that about your website, your promotional pieces) make sure there is one here for you, whether it is to leave a business card in a prize draw, conect with you on Linked in or visit your website for a free gift. In your preparation you will have thought about which of your services or products appeals most to your audience and showcase that in your presentation.
Presence
In my second blog I gave you 9 tips for overcoming your nerves in presenting. If you present with power you are more likely to win the confidence of your audience. They are more likely to pick up your marketing materials, invite you to speak at their event, connect with you on Linked In or Facebook, so make sure you make that easy for them by mentioning in your talk how people have followed you as a result of your presentations in the past. Make sure that you have practiced your presentation so you can speak without notes. Much more impressive.
Engage from the start
In my 3rd blog I talked about how to engage with your audience from the start. Building rapport with your audience is going to make them like you and want to know you more. You can move on to a trust-based relationship which is much easier to sell from. Build on that by contacting your audience afterwards, for feedback, for comments or to take the next step towards working with you. Make sure your speaking engagement means you get a list of the audience members and their contact details so that you can do that.
Power of questions
As I mentioned in my 4th blog, if you can get your audience to say “yes” to questions at the start, they will be inclined to agree with you or take action when you ask them to try something later in the presentation. It also opens up the audience’s mind to agree with you and therefore take that path of the next stage of working with you.
Passion
In my previous blog I talked about knowing your topic and being passionate about it. If you are genuine about what problems you can solve for your audience and if you show that you really do care about them and believe that your products or services will genuinely help them, then you have a better chance of them believing you. As humans, we are very good at detecting any incongruences in a public speaker so make sure you mean what you say and that your tone and body language are saying the same thing!
Presenting for profits
Firstly, decide what problems or pain your services or products provide the solution for. Tell your audience that you understand that pain, perhaps you have been through it too or some of your previous clients have. Then demonstrate how you have resolved that problem, taken that pain away. For example, I meet a lot of business owners and Executives who have a great service, a real talent or skill that could be useful to others. But for some reason they are unable to sell or market themselves effectively. Often it is fear of being seen to blow their own trumpet, or fear of failure, or fear of success that holds them back from really being successful in their business or career. My coaching programme uncovers that fear and addresses it so that clients leave me more confident, more self-assured and have more clarity about the next step in taking their business or career further.
I attended a fabulous course in London last year run by Dr Joanna Martin on this very topic and she is certainly one of the best in this field. (If you are lucky enough to be visiting or living in Australia in March 2012, catch her great 1-day courses in 5 cities, visit http://www.shiftspeakertraining.com/partner/13972/psau )
If you can’t make it there, I will be running my own Presentation Secrets course in Surrey in March. This course focuses on any hang-ups you may have in presenting, how to overcome them and put together an example presentation that reflects you, your skills and your passions. If you’d like more information about that, send me your email address. The first 10 people to enquire will receive the course at £95 instead of £195. For more details on the course go to www.manage2improve.co.uk .