Speaking engagements are an excellent way for you to increase your visibility and credibility with your target market because you are promoting your brand and expertise to a large group of people in a short amount of time, says Sylvia Garibaldi, a business building coach with SG and Associates in Toronto.
Follow these tips to become a top-notch public speaker and get the word out about your business:
> Consider your comfort level
First of all, think about whether public speaking is really for you.
You need to consider how comfortable you are in front of large groups, says Garibaldi, before committing yourself to speak at a conference or other event.
If the thought of speaking in front of a large audience doesn’t have you breaking out into a cold sweat or fill your stomach with butterflies, Garibaldi believes it’s a good strategy to explore.
> Become an expert
Do a little work before your presentation to make sure everything goes smoothly.
People assume that speakers are experts in the topic they are presenting, says Garibaldi. Thus, you want to make sure you are very comfortable with your presentation material.
You should also prepare possible questions and their answers in advance, she says, to avoid being stumped by the audience.
> Find your audience
Consider carefully where you plan to speak to ensure you are in front of the right audience.
You need to speak at events and venues associated with your target market, says Garibaldi. For example, if you specialize in working with engineers, you want to speak at associations and groups that cater to that profession.
Or, you could ask a current client who is an engineer if you could do a presentation at his or her workplace, she says.
> Speak to the experts
Place yourself in front of an audience of centres of influence (COIs) to make the most of your public speaking strategy.
Use industry events as an opportunity to educate COIs on the ins and outs of a particular service, says Garibaldi. For example, lawyers and accountants are often particularly interested in learning how insurance works.
“When you’re out educating your COIs,” she says, “you’re building awareness of your services and you’re building credibility which only leads to referrals.”
> Present as a group
Work with a group of experts for a presentation that will really impress prospects.
Pull together a joint presentation or seminar for a specific group, such as retirees, says Garibaldi. You can bring in other experts in topics such as insurance, estate and even end-of-life planning.
This is the first of two articles on making presentations. The next piece will focus on the specific steps you should take when preparing and delivering your presentation.