Public Speaking Strategy For Success - Provided You Refrain From Soft Selling

Posted on March 7, 2008
Filed Under Business |

Today, many small businesses to solo professional have embraced the public speaking strategy for success to increase sales. Yet, after listening to these individuals, I have observed well over three quarters of them making a fatal error when executing this marketing strategy.

During a recent networking event, I mentioned soft selling and then was asked to define this term because many in the group had never heard it or were not sure what it meant. Before I continue, I need to explain how I define soft selling.

Imagine for a moment a simple one story house with a front door and a back door. The front door is direct selling. Someone knocks on the door, you open it and the sales person attempts to directly sell something to you. Door to door sales people are the perfect examples of direct selling. Cold calling is another form of direct selling. Direct mail is another form except instead of knocking on your door, you receive the direct sales offer through the mail.

Now imagine you are in that same house again and someone comes in through the back door. This is someone usually who viewed as a friend or at least an acquaintance. You offer a cup of coffee or a drink of water. The last thing you expect from this person is that he or she will try to sell you something. Soft selling for me in this instance is when you have been invited in for one thing and then abuse that relationship by trying to make a soft sales pitch.

Soft sales pitches in and by themselves are not a bad thing. These pitches are made hundreds of times at networking events, during appointments over coffee, etc, but they are made in an environment where the expectation exists that they will be made. No one is caught off guard so to speak.

A soft sales pitch is everything from offering something free to a special opportunity. But, the bottom line you know that you are being pitched something.

When you use public speaking as a strategy to increase sales, you are being invited through the back door because of usually a relationship with someone. Those attending the event want solid and expert information. Maybe they will even listen to a motivational speech. However, the one thing they do not want is to hear a sales pitch no matter how soft it is.

Recently, I attended a luncheon meeting for a local professional association whose membership is prominently involved human resource through various capacities. The speaker was franchised business coach. His delivery style was very positive. He used a lot of personal stories and from observing the body language had begun to build a good sales relationship with those in the audience.

And then, in the final 5 minutes, delivered a soft sell. The soft sell was very soft in that he asked them to fill out both evaluations from the association and from his company. For those who did, his company was offering a free organizational evaluation or a 40 minute free coaching session.

Watching body language, I could see and literally feel a lot of negative energy rising from the audience. The speaker was quite oblivious to this because then he added the last nail on the coffin so to speak when he stated something like: You will then know if coaching is something you would like or need.

I have heard many other business consultants, business coaches and other types professional service providers take similar actions during the last 5 minutes. And the results from the audience are consistently the same.

Local associations from chambers of commerce to service to professional truly do not want to hear any selling even if it is soft and appears to be harmless. What the heck let’s offer them something, you might be thinking. By taking that sales attitude, you have probably eliminated that group from your marketing plan specific to future speaking events.

If your speech is well crafted and well delivered, your audience will know that you are a subject matter expert. If they have a need or are curious about you, you can add something at the end such as “I will be around to answer any additional questions.”

Bottom line, if public speaking strategy for success, is in your marketing tool box, then make sure you provided great content that delivered with high energy. The goal is to sell you by beginning to build a sales relationship. When that relationship is built and only then, then cautiously proceed with selling your products or services.

Would you like to increase your sales? Then, you may find Simply Speaking, Increase Sales By a combination e book and e workbook that leverages marketing, selling & planning skills to increase sales of interest at http://www.processspecialist.com/sales-training-book.htm

Please feel free to contact me, Leanne Hoagland-Smith, Your Chief People Officer and Business Coach, who works with individuals and organizations that are tired of not being where they want to be. 219-759-5601

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