Sales Presentations Training

Andy Beal is an expert on Search Engine Optimization and he has a post about one of his biggest beefs when it comes to experts speaking at conferences: “They Turn Speaking Engagements Into “Sales Pitches”.

“It’s a sad fact that most “expert speakers” don’t understand what their audience wants to hear from them. I’ve seen too many speakers stand-up and provide the audience with high-level theories and concepts. They then hit their audience with a double-whammy of atrocity. First, they never actually provide solutions to the problems they’re discussing – fearful that they’ll give away too much information. Second, they compound this by turning the presentation into a sales-pitch for the company they represent. Arrgh!Want to know which speakers end-up getting a fistful of business cards at the end of their talk? It’s the ones who’ve shared so much great advice and information with the audience that the attendees think to themselves…

“Wow, that’s really going to help our company, but it sounds so complex and time consuming. I know what, that guy seems to know his stuff. If he shared that amount of information in a 20 minute presentation, imagine the amount of info I’ll get if I hire his search marketing firm.”

I always encourage financial advisors, executives and small business owners to speak at conferences to gain exposure and establish themselves as experts. This is an excellent way to gain credibility quickly but as the above comment points out it can be disastrous if you abuse your invitation. Here are some tips on maximizing your speaking presentation at conferences.

1. Have a very clear understanding of your topic and stick to it.

2. Ask the meeting planner if you can give a handout or include a link to your website.

3. Don’t be afraid to share your “best” information-it will only enhance your expertise.

4. Be respectful of your allotted time-do not go over your time slot.

5. Have your presentation in modules so if you are given less or more time you can make it happen without stressing out!

6. Remember to incorporate some humor that is specific to the conference attendees.

7. Ask permission to interview 3-5 members who will be attending to gain inside insights to their specific problems or concerns.

8. Make your slides available to the audiences. Simply have the attendees write “slides” on their business cards and you can email them the slides.

9. Be available to the audience after your presentation.

10. Thank the organizers. It’s a small world and a small thing like a thank you will buy you a lot of good will!

11. Have fun

Steve Mertz

Break a Leg!

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