This is an article outlining steps originators and other professionals should utilize when a presentation is used as a marketing tool. Use these tips to increase business visibility every time you speak.

 Let me know  the impact these tips have had with your presentations by posting a comment.

Seven Speaking Tips for Originators

 By Karen Walker-Tunoa; As seen in Broker Banker magazine, Volume 100

Susan is an experienced originator who has closed several loans with Michael, a top producing realtor. Michael says Susan is an excellent originator and he arranges a sales presentation for her with his entire office of 47 Realtors. Susan shares the news about the appointment with her manager, Jackie and says, “I ran the numbers. If this presentation is successful, conservatively it could mean at least a 15% increase in revenue. How can I ensure my presentation will be effective?” Jackie replies with the professional speakers rule of thumb, Don’t wing it!”

Whether you’re an experienced presenter or novice, your message is too important to take a chance with its content or delivery. Here are seven tips used by professional speakers that originators can use to enhance their presentations. These tips will establish a connection with prospects at a faster pace and help decisions get made sooner. Minimizing the time frame from initial contact to funding means more closed loans for you!

#1  Define your Objectives and Purpose

What results are you looking for, i.e. referrals, applications, inquiries about services etc.? What action do you want the prospect to take? What are the needs, wants, and values of the prospects? Are they well versed in finance, looking for strategies or a quick fix? this information will quickly determine how you can be of service and add value to their transaction.

#2  Content Development

As accomplished speaker Michael Lee, CSP, says, “Content is King.” I have found Chunking MNN to be a source for rich meaningful content. Chunking MNN means to clearly identify the “must knows,” “need to knows,” and “nice to knows” about the service(s) you offer. Based on the financing knowledge and experience level of the prospects, allotted speaking time and objective, you can determine how much of each category to use. For example, a short period of time should be filled with “must knows” and “need to knows” rather than inconsequential “nice to knows.” These chunks are your key points. Don’t use more words than needed – edit.

#3  Clear Structure

This promotes better understanding and allows your message to be easily remembered.

a. Capture Prospects Attention

The initial 30 seconds are critical; use them wisely. The opening statement should be strong and relative to “what’s in it for them.”

b. Premise

Use a compelling sentence that states the purpose of the presentation and leaves the prospect asking *how*. For example, “Within the next 30 minutes, all the home owners who can hear the sound of my voice will have an opportunity to learn a specific way to take control of your finances that’s flexible and offers security.”

c. Build a Connection

A surefire way to capture and maintain the attention of prospects is to stimulate intellect and arouse emotion! Do this by including vivid stories, examples and statistics with the content you develop in #2. Use no more than three key points with supporting data in any one setting. You will avoid information overload. Carefully choose transition words and phrases to connect key points.

d. Lesson Learned

Provide a story or example of how your expertise or service(s) were of great value or helped prevent someone from making a decision they would later regret.

e. Q&A

Obtain agreement of understanding before moving on. Review previously stated key points and don’t close on questions.

f. Close

Always ask for business prior to your final comment. The opening was strong. The close should be stronger. Make it one that evokes action!

#4  Last Words Linger

As said by executive speech coach Patricia Fripp, CSP, CPAE, your final comment should be a memorable statement that can be easily repeated.

#5  Delivery

Enthusiasm is essential. Angela DeFinis, presentation skills delivery expert says, “Maintain eye contact, use natural gestures and eliminate distractions, such as filler words., ah, um etc.” Pause for impact and the prospects’ response. Tasteful humor goes a long way. All is forgiven if you aren’t boring.

#6  Listen

Pay attention to what prospects say and their body language. Allow them to enjoy and be a part of the presentation.

#7  Practice, Practice, Practice

Master these tips and differentiate yourself from the competition.

Susan used all of the seven tips and her presentation was phenomenal. She developed new relationships; revenues exceeded her expectation and she is now viewed as an industry expert. Susan says, “My presentation is my most profitable marketing tool.”

Get the results you want from presentations. Your message grows your business. Be seen~Be heard~Be remembered!