Speaking to local associations from chambers of commerce to nationally affiliated professional not for profit associations such as Society for Human Resource Management or American Society for Training and Development is a frequent marketing strategy for many solo professionals, executive coaches, business coaches and other independent contractors to increase sales. However, after embracing this marketing strategy for the least 10 years, I have observed 7 killer mistakes made by those who may not know better.
Mistake Number One: Reading from a prepared script, word for word or almost word for word. With so many well trained and well seasoned speakers now in the marketplace, reading and speaking from a prepared script, word for word is a killer mistake. The object of speaking is to build a relationship with the audience. When you speak from a script, you turn off the audience and turn off any potential business relationships.
Mistake Number Two: Speaking using the royal “we.” Remember, there is no We in front of your audience. Using the personal pronoun I is far more acceptable and again builds that relationship.
Mistake Number Three: Speaking from an ego position where the “I” word is far too frequent. Using the word “I” does build a relationship because you are talking about yourself. However, you must have balance so that your ego does not over shadow your message and that goal to build a relationship.
Mistake Number Four Speaking using industry specific jargon. Your audience usually wants practical, sound advice or insight. Overuse of specific industry jargon may turn off your audience because you might be perceived as being out of touch with what is happening in the real world.
Mistake Number Five: Speaking using a lot of acronyms. Time is limited and this limitation appears to have entered how we communicate with each other. Shortening long phrases through the use of acronyms or abbreviations can confuse your audience. For example, if I am a business person who farms for a living and I hear ADA, I may think American Dairy Association, but the speaker is actually talking about American Disabilities Act.
Mistake Number Six: Speaking using a promise strategy and then fail to deliver. For example, a speaker says earlier that the presentation will be interactive, then never takes action to make it interactive. People have mental checklists in their brains. When you promise something, make sure you deliver it.
Mistake Number Seven: Speaking using a self serving sales pitch. Remember your goal is to begin to build a relationship. If you know your subject matter, your expertise will shine. You will not have to make a sales pitch at the end even if the pitch is for something free. Members of these associations again are looking for good information. They get all the unwanted selling or sales pitches they need when they return back to the office.
So if you are using speaking engagements as a marketing strategy to increase sales, then make sure you avoid these 7 killer mistakes.
Are you where you want to be? To find out where you are, then M.A.P. for Success, a FREE email course may help you begin to chart a course of business, professional or personal success. Visit href="http://www.processspecialist.com/action-plan.htm">http://www.processspecialist.com/action-plan.htm.
Please feel free to contact me, Leanne Hoagland-Smith, Your Chief People Officer and Business Coach for individuals and organizations that are tired of not being where they want to be. 219.759.5601.
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