Grow Your Business with Public Speaking

This is Freedom from Fear of Speaking Week. It should be “Speak Out for Business Success” week, because public speaking is such a crucial activity for any small business person.  I know, you didn’t sign up for this when you started your business, and I know that public speaking is the number one fear of everyone, ahead of death and snakes.  (I figure public speaking is scarier than death because if you are dead you don’t know/care if people are making fun of you.)

Why Speaking is Important. If you want people to know about your business, you have to talk to them.  I don’t mean one-on-one, although that’s important too.  I’m talking about sharing your business story with a group of people in your community or with a larger group of business people.  Speaking is the most effective way to promote your business.  It’s also the cheapest, because you don’t have to spend money except for a lunch or travel. What a deal!

Speak to Get New Customers. Your ability to talk about your business will get you more first-time customers than just about any other promotional strategy I can think of.  Most community groups are looking for speakers (free, of course), and if you contact them they would be happy to put you on the agenda.  State groups connected with your business field can also be good places to speak.  For example, if you are selling home-made salsa, find a restaurant association meeting and give a presentation on Mexican foods.

Promote Your Expertise. The best type of speech is one that promotes you as an expert, rather than a specific pitch for your business.  For example, if you are a dentist, talk about the various ways people can whiten their teeth.  If you are the salsa-maker, talk about the health benefits of Mexican foods or how to make a great Mexican meal.  Indirect pitches are better than direct “buy my stuff” promotions.

How to Learn Public Speaking. If you are terrified of public speaking, the best way to learn is to join Toastmasters.  The Toastmasters meetings are designed to help you learn how to speak in a non-threatening environment.   Find a local Toastmasters group (almost every city everywhere in the world has least one) and see how the meetings work.

Toastmasters as Networking.  An added benefit of Toastmasters is its value as a networking vehicle.  When I moved last winter, I found a new Toastmasters group and gave a short speech about the benefits of starting your own business.  I got a phone call from someone who turned out to be a great client from that speech.  Other business people recognize the importance of Toastmasters and you can meet some interesting business contacts there.

As you start a business or want your business to grow, get out there and talk abouit it.  Tomorrow I will give you some tips on public speaking for business growth.

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