The Best Way to Grow Your Business

One of my favorite approaches to speaking is introducing the elephant in the room upfront. By “the elephant,” I mean concerns that may be on your audience’s mind, which can create tension and prevent listeners from being more engaged. In most seminars offered by financial advisors, the audience knows that you’re looking to sell them something, so that may be your elephant.

To remove the elephant, simply address these concerns at the beginning, right after your big opening (discussed below). You may say something like, “Let me be up front. There are two reasons I’m delivering this seminar. First, I love to teach people about financial matters because I’m good at it and it’s important – especially these days. This event gives me the opportunity to do what I love. Second, I’m a financial advisor and businessperson, which means that I’m always looking for clients that I can help. I’m not here to pitch or sell you anything. I will remind you again at the end of our time together, but if you think I can help you in any way and you’re interested in discussing that with me, I invite you to do so. However, if you’re simply here to learn, get your questions answered and get a cup of coffee out of the deal, that’s great, too. I only request that you refer others to my monthly seminar if you think it’s of value and it can help someone.”

Beginning and ending your presentation

It’s important that you share only as much information as your audience can digest. If you’re speaking for an hour, limit your talk to five components: your open, three main points and your close.

Make sure your open is about the best thing you can deliver for your audience and for you. It should be a message that you know you can deliver flawlessly. Confidence is key here. One good approach is to open with a compelling quote, statistic or “did you know,” such as “Did you know that 68 million people in the U.S. are uninsured or underinsured according to LIMRA?” I also like to open with stories or a question that I can pose to the audience to make things more interactive. Something like, “There are only five reasons why people network. What are they?”

Next up, your three main points should be succinct and important (e.g. 1. Why do you need life insurance? 2. Different types of life insurance 3. Best life insurance coverage for you). Your close should be powerful and all about inviting your audience to take action. Do NOT demand that people hire you as their advisor. I know advisors that do this and it compromises even the best presentations. Simply invite them to do so. If there’s value, they will!

The truth is, if public speaking were easy, everyone would do it. But it’s not easy. It takes a lot of work and a lot of practice. Of course, being a successful financial advisor isn’t easy either – but delivering a great presentation almost guarantees you of succeeding at both. So, get practice, get booked, and get good!