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Events are an effective way to generate new business for advisors. Sometimes the events feature a guest speaker, but often you will be the one giving the talk.
I give a lot of presentations and attend many conferences where I have the opportunity to hear talks given by a diverse group of speakers. I’m still honing my presentation skills, but here are three tips to avoid the big mistakes I often see.
Know your audience
Early in my speaking career, I was asked to give a talk on investing before a local Rotary Club chapter. I had no idea who was in the audience. When I started to explain the fiduciary standard of care owed by registered investment advisors and compared it to the lower standard governing brokers, I touched a raw nerve.
Almost in unison, the brokers in the audience interrupted my talk and accused me of misrepresenting their duty to clients.
If I had known the audience was populated with brokers, I wouldn’t have changed the substance of my talk, but I certainly would have phrased it more diplomatically.
Now, before I speak, I ask the event sponsor to send me a list of attendees with their affiliations. I also suggest the sponsor ask attendees to send their questions in advance. Think about how arrogant it is to assume that your prepared speech is meeting the needs of every audience. Why not find out the agenda ahead of time and adjust your talk accordingly?
Know yourself
When I look into the mirror, I don’t see Steve Martin or Jon Stewart. It would be a mistake to pretend I have their comedic skill. I have seen many jokes fall flat from speakers who never should have made them a part of their talk.
Your audience is not looking to you for comedic relief. They don’t want to be charmed or dazzled by your wit and charisma. Their agenda is to learn something that will help them in their lives. Your job is to satisfy their need. Don’t pretend to be something you are not. After all, there are many different ways to be engaging.
