If you like to talk about your business to anyone who will listen, then you might want to consider public speaking.  It can be an exciting way to publicize your business and attract new customers and referral sources.

Tom Lombardi, principal of Kendall Park-based Presentations Plus, specializes in presentation and business development skills training.  With over 25 years experience helping speakers sharpen their skills, Tom knows what it takes to turn a public speaking engagement into more business. 

He offers this advice to new speakers:

Find receptive audiences. There are many trade associations, service organizations, and professional societies that look for speakers to give talks at their meetings.  Tom advises that you find the groups that can offer not only potential customers but referral sources.

“A mortgage broker, for example, might wonder why they should give a talk to a lawyers’ association,” says Tom. “But attorneys can be a great source of referrals.”

Focus on what your audience wants.  Tom recalls working with an international franchise attorney who was a decent speaker, but assumed that he was the expert on what the audience needed to hear.  As a result his audiences quickly got restless during his presentations.

“It’s not about you, it’s about the audience,” says Tom. “Develop your talk ahead of time from the audience’s point of view and expertise level. Relate to their problems and interests so your talk doesn’t come across like a sales pitch.”  Preparing in advance and focusing on the audience also helps you deal with your nervousness. 

“Your audience wants you to succeed,” Tom points out. “The secret is to focus on them and you’ll forget about yourself.”

Remember the rule of three.  Less is usually more when you’re speaking. Limit your talk to the three main points you want the audience to remember. Don’t get immersed in the details, because you’ll lose the group.  Put details in a handout that you distribute at the end of the meeting.

Arrive early to meet and greet. You’ll feel more comfortable with your audience if you’ve had the chance to introduce yourself and talk informally before your presentation.  Tom also suggests that you ask attendees what brought them to the meeting and what they expect to get out of your talk.  You can connect back to this in your talk to keep your relevance high.

Step away from the podium. As soon into your talk as possible, move away from the podium and towards your audience.

“Nothing conveys that you are an expert better,” says Tom. “Remind yourself how well you really do know your subject and don’t lose sight of the fact that you can always go back to the anchor at the podium.”

Make the most of Q&A.  Responding effortlessly to questions, during and after your prepared remarks is how you score the points that translate into new business. Interact with audience and try to make them a part of your presentation. Put questions to the group. Don’t be afraid to challenge them to think. It will help you be more memorable. End your session by saying, “Feel free to contact me if I can tell you anything else about…”

Provide good take-home materials. This is your opportunity to leave the audience with a lasting impression.  Checklists, additional “how to” advice, and a discount or sample offer for your products or services are all great take-homes. 

Everything you give out should have your name, company name and address, telephone, email and website on it, so that people can reach you afterwards.

The Marketing Advantage appears monthly in Union County Voice Magazine. 

Ms. Kasprzak, principal of Advantage Marketing & Associates, is a certified management consultant who specializes in helping B2B clients connect with their customers to achieve greater sales revenues. She can be reached at LKasprzak@advantage-marketing.com or 908.233.6265.

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