Aren’t all of our speeches about trying to make the world a better place? Because of the importance of public speaking, isn’t our #1 goal just to share the information that we have with our audience? Well, no. More often than not, when we give a speech what we are really trying to do is to sell something. It turns out that in order to do this correctly, we need to know how to create a speech that sells. Let’s take a look at what we need to be doing…
A 5-Step Plan To Create A Speech To Sell
As a speaker, if you plan on delivering a speech in which you want to sell something to your audience, then you are going to need to have a plan. Geoffrey James is a journalist who knows something about selling. He has created a 5-step plan that you can use the next time you have to create a speech that sells.
- Create Credibility: Your past experiences are going to count for a lot with your audience. When they are trying to make up their minds about whether or not to buy what you are selling, a major factor is going to be your personal credibility. This is going to be based on what you’ve done in the past. Do you have a successful track record of solving problems like the one that they have or is this your first time out? The more that they believe in you, the better your chances of making the sale are.
- Your Product Must Help Them Change The World: If you are going to get your audience to invest in what you are offering to them, then it’s going to have to get them excited. Buying is a very emotional process and so your speech is going to have to be able to reach out and connect with them on an emotional basis. They are going to have to feel that if they get your product, they are going to be able to change their world.
- Create Unique Stories: Every person in your audience is unique. What this means for you as a speaker is that you can’t just tell your audience one story and hope that it will convince everyone to buy your product. Instead, you are going to have to tell the same story in several different ways during your speech in order to find ways to connect with as many people in your audience as possible.
- Remove The Doubt: Once your audience members have made up their minds to buy your product, fear and doubt will start to crowd into their minds. They’ll start to think of reasons why buying your product won’t solve their problem. You need to anticipate this happening and take steps to deal with it during your speech. You need to provide your audience with answers to their problems and objections long before they even think of them.
- Momentum Sells: In order to get your audience to agree to buy whatever you are selling, you need to get them used to agreeing with you. This means that you need to take breaks during your speech and ask them if they agree with what you have shared with them so far. As you approach the end of your speech, you can ask for the next step “… are you willing to sign up today?” Do this and you can use the momentum of your speech to cause your audience to buy right then and there.
What All Of This Means For You
Many of us don’t consider ourselves to be “in sales”; however, we are often asked to give a speech whose purpose is to sell something – an idea, an approach, or maybe even a physical thing. When we are placed in this type of situation, we need to know how to go about creating a speech that can sell – this is one of the benefits of public speaking.
It turns out that there is a 5-step process for creating speeches that sell. The first step is to make sure that you have credibility with your audience. Next, you need to make sure that you are presenting your audience with the “next big thing”. Every audience is unique so you’ll have to adapt your speech to your listener. As you tell your speech, look for ways to make buying less risky for your audience. Finally, in order to convince your audience to buy, you are going to have to find a way to create momentum.
Creating a speech that contains all five steps is not easy. However, by taking the time to do so, you’ll create a speech that sells. This means that you can develop a reputation as a speaker who can convince an audience to make a purchase. This will make you a very valuable speaker indeed.
Question For You: Can you think of anything that you can do before your speech starts in order to boost your credibility?
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Note: What we talked about are advanced speaking skills. If you are just starting out I highly recommend joining Toastmasters in order to get the benefits of public speaking. Look for a Toastmasters club to join in your home town by visiting the web site www.Toastmasters.org. Toastmasters is dedicated to helping their members to understand the importance of public speaking by developing listening skills and getting presentation tips. Toastmasters is how I got started speaking and it can help you also!
What We’ll Be Talking About Next Time
How many times have you been asked to give a speech and the way that you got ready for it was to sit down and create a whole bunch of PowerPoint (or Keynote) slides? Yep, I’ve done the same thing. Hopefully we all know that a speech is really so much more than just a bunch of slides. However, the slides that we use can help to make our speech that much more effective. How can we create slides that will help, not hinder, our next speech?