At some point in your business career, you’re going to need to start presenting and selling to crowds. You’re going to need to learn how to influence groups of people.
Most importantly, you will need to communicate the value of what you’re offering in such a way that at the end, the crowd is pulling out their credit cards ready to buy.
It’s one of the most powerful skills you can possess as an entrepreneur, and it’s what separates the top earners from the masses. But for a lot of people, just the thought of speaking to an audience (let alone selling) terrifies them.
And you know what? I get it.
See, in high school and college, when the teacher said “Class, we’re going to do an oral assignment,” my heart immediately started pounding from anxiety. I was the guy who’d mysteriously be sick on the day it was due, unable to make it to class. Some years later, I got into internet marketing (late 2008) and I remember going to a live event in the suburbs of Perth with about 100 other strangers.
There were five different speakers who got up on stage and pitched their direct sales business, which I’d been looking at joining for a few weeks. I left that event feeling completely deflated: “If this is what it takes to be successful in this industry—getting up on stage and delivering live sales presentations—,” I thought, “then I have absolutely no hope!”
For years after I started my business, I avoided delivering live sales presentations at all costs. You couldn’t even get me to do a webinar, even though I’d be able to hide behind my computer.
Eventually, the loss in potential income that this avoidance was causing me began to outweigh my fear. So I forced myself to start doing public sales presentations. No matter how uncomfortable I felt, I’d consciously put myself in a position where I had no other choice but to deliver the presentation.
Since then, I’ve sold tens of millions of dollars worth of programs through public presentations.
Chances are that you will also need to sell to a live audience at some point. Here are the four most important lessons I’ve learned, which may help make it easier for you:
Don’t Write and Memorize a Script
What’s everyone’s greatest fear about speaking in front of others? It’s that when they get up there, they’ll forget what to say, that their brain will freeze and they’ll mumble and stumble and otherwise look like a fool.
So what do most people do? They write a script. If you write it down and memorize it, then you won’t have to be quick on your feet and your speech will become some sort of reflex or muscle memory. It’ll be as easy as hitting play on your iPod. Or so goes the theory.
I don’t recommend this approach for anyone because when you memorize a speech, your presentation ends up sounding stiff and rehearsed. It’s less likely to connect with your audience, which means you’re also less likely to make sales.
Use the “Table of Contents” Method
Think of your presentation as being a story you tell your audience. But instead of writing and memorizing an entire story, your notes will be more like a story’s table of contents—a couple of lines to remind you of what the entire “chapter” is about, so you don’t have to memorize a lot of material.
So, think of all the points you want to cover and then create a PowerPoint with just a line or two of notes on each slide.
Then, start practicing but instead of just reading off the slides, you should elaborate on each point and then fill in the talk off the top of your head. The first time around, you’ll find yourself starting and stopping, with a bunch of awkward pauses and do-overs. Don’t worry, take a break and go back to it. Try a few sessions throughout the day and let the ideas and different turns of phrases percolate a bit.
By the end of the day, you’ll find that you’ve more or less memorized the speech, but in a much more organic way than if you had memorized it word for word. It won’t necessarily be exactly the same each time you make the presentation, but that’s okay. You’ll know how to transition between each slide and you’ll give a more natural, authentic and truly live presentation.
Learn to Let Go
Whenever I feel uncomfortable about an upcoming talk, it’s often because there’s a particular point in it or a slide with something on it that I don’t feel 100% on board with. It may also be something that I’m trying to get a certain reaction from the crowd with. Sometimes it’s just the phrasing of something. For instance, a friend who listens to your talk may zero in on something they think the audience will misunderstand (though you know that only a fraction of the audience will likely be affected).
What should you do with these thoughts about how your talk will be interpreted? Forget ’em. Let go of the minutiae and share what you have. It’s about how you say it and not necessarily what you say. So don’t let the actual phrasing stress you out.
PowerPoint Doesn’t Give the Presentation
It may be a tempting “security blanket” to fill your PowerPoint slides with content and then read it word for word to your audience.
That will only be slightly less exciting for your audience as hearing a memorized speech. It’s annoying and also implies that they are not smart enough to read the slides for themselves.
Don’t do it.
Instead, put a little bit of info on each slide and make the font size large. Then focus on your delivery and engage your crowd directly.
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