Speak to Sell

Take advantage of the #1 fear to grow your business

It’s been said that the #1 fear is public speaking, which means people are more scared of speaking in public than dying or shark attacks or long lines at the DMV. Now, I don’t know if the fear is truly that high on everyone’s list, but I do know that most people avoid public speaking at all costs. Keep reading to find out how you can capitalize on this fear to increase sales, establish yourself as an authority and build your brand.

It may be a planned event or possibly an impromptu moment. At some point soon, you will find yourself with an opportunity to speak to an audience. It might be a trade show where you are a vendor, that needs a speaking time slot filled. It may be introducing yourself at the next trade association meeting. You might be sponsoring an event and the organizer offers you a couple minutes of airtime in the main arena to “say a few words”. If you don’t speak regularly, this moment will cause a certain level of anxiety in you as you scramble to decide if you should speak or not. You should! In fact, you have to. Here’s why.

Promote your company: No, you don’t start telling the audience about how great your company or product is. Just the fact that they hear your name and company mentioned is enough. Shameless self-promotion will reverse any of the good side effects of speaking. Give them content. The sale will come later.

Credibility & authority: If you sell feed and are asked to speak on nutrition, then you are seen as an authority on nutrition. If you sell crop inputs and speak on plant nutrition, then you are seen as an authority on it. It’s in our nature to see writers and speakers as authorities on their subjects. After all, that is why they were chosen to speak.

Become a thought leader: As mentioned above, this is not a sales presentation. It’s an opportunity to talk about your specific industry. It needs to be full of good content. Speaking gives you an opportunity to bring you/your companies’ latest and greatest innovative thinking to the market. You can present the subject as you and your company see it.

It’s easier than you think and people will be amazed you do it: The more you do it, the better you get and more comfortable you will be when opportunities arise. The reason it’s easier than you think is that you know the material. You’re asked to speak on your subject. A topic you work with every day for 8 hours. So, you should be extremely confident in the material that you are going to present. This confidence is a big help.

How to get better at it?

Join your local chapter of Toastmasters. A great organization that focuses on the mechanics of making you a better speaker. It’s a peer group that helps you improve whether you are brand new at speaking or very accomplished.

Join your local chapter of NSA (National Speakers Association): They are designed mostly around building your speaking business, but their meetings have great information on taking your presentations to a professional level. Learning the art of storytelling alone can help increase your sales.

One important point to note. Almost every industry has it’s political, moral or social hot topics. Agribusiness has a bunch, from animal welfare to genetic modification to food labeling. When you are speaking, you must remember that you are representing your company and your industry. So, know your stance on these hot topics as they are sure to come up at some point. Know how your company would like the issue framed and know how you want to respond if these controversial subjects come up.

My previous article was all about talking less to sell more. And, I believe that is a great way to increase your connection in the face to face sales process. Now, we have a different situation and it’s time to open up and speak every chance you get.

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