As it is coming up to conference time again, I was reading an article about public speaking, so I could remind myself of the things I should be doing. When I started thinking about it I realized that whether you are talking to two people across a tasting bar or in any other retail establishment, or whether you are talking to 100 people in a seminar it’s still public speaking. So here are a few tips that I always try to keep in mind when I am speaking.
People remember how they felt when someone was speaking to them. They probably won’t remember the words you used, but they will remember how they felt. You can create emotions by telling stories or by putting yourself in their shoes. Let them know there was a time when you were not the expert and how you felt at that time.
Rather than giving your audience a lot of facts (unless of course that is what they want – in which case they will usually keep asking you questions), find out what your audience is looking for and help them to understand how you can deliver what it is they want.
Never underestimate people’s willingness to buy so they can impress their friends. What I mean by that is give them a story they can take home with them. Something in the stories they tell may encourage their friends to visit you or use your products. It doesn’t help if they are using your products when they are telling the story.
Give your audience some tips that will make their experience with your products even more special. Present the guests with information related to your topic that is of benefit to them.
Return to the main points of your presentation, so that the audience will retain the important things you are telling them. If you present a lot of information it’s hard to remember, so key points should be mentioned three times while you are speaking.
Relax when you are talking to strangers. If you are comfortable, they will be too.
A tip of the glass from me to you
E Column
by Elizabeth “E” Slater, In Short Direct Marketing
A recognized expert in the fields of direct marketing and sales in the wine marketplace. Slater has taught more wineries and winery associations how to create and improve the effectiveness of their direct marketing programs and to make the most of each customer’s potential than anyone in the wine industry today.
Follow E on twitter @esavant and facebook.
