Reprinted from: The Albuquerque Journal, Thursday, February 10, 2005
Public
Speaking a Basic Business Tool
By Elliot Essman
Public
speaking coach
GUEST COMMENTARY: Studies have shown that the fear of speaking in front of a
group is widespread in this country. This is ironic, considering that the
Organizations of all types must continually find speakers
for their programs. For the savvy businessperson, these speaking occasions
provide important networking and business-building opportunities.
In my public speaking training practice, I've discovered
that many would-be communicators are held back by a notion of how they think a
good speaker should act and sound. They try (and fail) to speak like a parent,
a politician, a colleague they admire. In reality, the most effective speakers
learn to speak the only honest way, with their own voices. It is only by
discovering your own real-world strengths and weaknesses as a speaker that you
can magnify the one and downplay the other.
Practice is essential, especially if you have a product or
service to promote. You cannot be too obvious about this, but, ultimately, you
have to bring across your value to the audience.
I remember a financial planner I booked for a service club
presentation who firmly believed mutual fund investments were strategically
superior to individual stocks. He gave his reasons in a straightforward way,
giving the audience the level of detail they could handle, rather than trying
to sell them on his services directly. Because of his patience and his mature
perspective, he was rewarded with a number of inquiries. He knew his audience
was ready to buy but only if he let them— by making sure the speech was
successful in their terms.
Service clubs such as Rotary, Kiwanis and Lions are always
looking (often weekly) for speakers, as are churches and community
organizations. Book the speech, then avoid the temptation to overwork the material.
Pick a few simple, key points, always from the audience's point of view. Keep
your outline or notes very simple. Leave yourself time to ad lib or answer
questions. Do not worry about whether you will generate contacts or prospects
from your first few speeches; just get out there and begin. You will improve
with experience, and the networking opportunities will appear, often when you
least expect them.
It would be remiss to
speak of public speaking without recommending the Toastmasters Club experience.
Nonprofit community Toastmasters clubs hold meetings nearly
every day of the week. Here you can take the time you need to learn the true
key to public speaking success: what works and what doesn't, for you, in front
of real audiences. You'll likely be surprised at the personal growth that
Toastmasters, and indeed the entire process of speaking in front of groups,
provides. Just remember, it's you out there doing the speaking, and all you
need is practice to reach a true comfort level with the process. The personal
and professional rewards are well worth it.
The Journal welcomes essays on issues from
From the Executive's Desk
NAME: Elliot Essman
TITLE: Public speaking coach
COMPANY: www.buildingyourself.com
in
Return to the Coronado Toastmasters Homepage: www.geocities.com/coronadotm