Several programmes on which I have coached entrepreneurs to tell the world about their business ideas concluded in the last few weeks.
In watching my proteges present, it was very clear to me that the person who has the courage to stand up and speak out should be encouraged and praised, as it is not easy to tell the story of your new business to people who you believe are more successful and experienced than you.
Yet, it’s what you must do as your business moves forward. You will tell your business story to prospects, customers, suppliers, team members and investors regularly, if not daily.
The founder’s primary job is demonstrating leadership and confidence when engaging with people.
This responsibility cannot be delegated to others. It is your role for the entirety of the life of the business.
The teams who won funding and, on several occasions, significant amounts of money, were the ones who demonstrated the traits that all good communicators demonstrate.
What are these traits?
When speaking to an audience, demonstrating the Three E-E-E
- Earned the right,
- Eager to share and
- Excited
Continue to read, all will be revealed…
Earn the right to speak on this topic.
Talk to your audience about how you have experienced their problem, provide examples, and tell stories demonstrating your expertise.
When they start nodding their heads, making eye contact and asking relevant questions, you have engaged.
What I usually hear/see is the following:
Here is our product, and here are lots of facts, features, graphs and slides.
Boring, now everyone is looking at their screens, not yours.
Excited to talk on the topic
Have a conversation that excites you and your audience.
(Regularly, people say they are excited, but their voice and body language do not support their words.)
Eager to share:
Have an opening line that gets attention immediately, e.g. Once upon a time in a far off land
Getting your audience’s immediate attention is the critical skill all good presenters seek.
Do this by walking in your audience’s shoes, being one of them.
Never start with some form of apology, e.g. I do not like speaking in public. I am very nervous.
(Everybody is nervous when speaking in public. There is no need to tell the audience, just get on with it)
To finish, here is great advice, creatively swiped from one of my clients. (Thanks Ian)
Ian told me the best piece of business advice he ever received was from his father (also a successful businessman)
When you are talking, you’re selling.
When they’re talking, they are buying.
