BY Jessica Helinski
Do you know how to open a speech effectively? Sellers have a big opportunity to win their audience over right away. They just need to know the keys to maximize that first minute.
Public speaking, whether a formal speech or a sales pitch, is a struggle for many reps. 25% of B2B sellers even say that sales presentations are a top weakness.
But this is an issue that can be improved upon. And one way to do that is to learn to leverage the first few moments of your talk.
“Your audience at that instant is paying maximum attention,” explains Gary Genard.
Knowing how to optimize your introductions will not only lead to an engaged audience but also increase your own speaking confidence.
What should sellers do to open a speech?
Genard’s guidance for how to open a speech begins with the very first seconds. As he notes, “What happens in the next 60 seconds will help determine whether your speech is successful or not.”
Rather than the usual, like a self-
There are many unique ways to open, and sellers should choose according to their audience, topic and goals.
Ask a question
One way to open a speech is to turn the focus to the audience by asking them a question. Pose a rhetorical question and then pause. Give them a moment to digest what you asked and align their thought process with yours.
Just make sure that the question directly relates to your topic and audience. It should be something that resonates with them and makes them want to know the answer.
Tell a story
Storytelling is a powerful sales tool, and it can be an impactful way to open a speech. It can inspire emotions, connections and actions. A good story can also establish trust and credibility with the audience.
“By sharing an authentic experience, you help the audience see you as approachable and trustworthy, establishing a connection that goes beyond formality,” according to IESE.
Just make sure that the story is relevant and concise. For storytelling best practices, take a look at these tips.
Share a compelling stat
Starting off with a stat, especially if it is surprising, can really wow the audience. A truly compelling and relevant statistic can help the audience understand your topic and why it matters.
IESE reminds sellers that if they do cite a statistic, make sure it relates to the topic, adding, “Always add a brief explanation…to highlight the relevance of the data.”
Tell them why they should care
This may seem like an odd way to start, but Genard believes it should be used more often.
“…every member of your audience is in a ‘What's‑in-it-for-me’ frame of mind every time they listen to a speech,” he writes.
“They're wondering if this is going to be worth their presence and the effort it took to get here (and the time it's taking them away from their work).”
He points out that when you answer these questions in a way that connects to your audience’s interests and shows them what they stand to gain, they’re more likely to pay attention.
Make that first minute count
Knowing how to open a speech allows you to kick things off with confidence while also capturing the audience’s attention immediately. And the more engaging your opening, the better positioned you’ll be to hold their attention and make your message stick.
Photo by ThisisEngineering on Unsplash
