How to Organize a Speech

Unless a speaker has had special training, his talk may be poorly planned. The natural tendency is to jot down various facts on the subject, making little effort to organize these facts. Then a few funny stories are added, usually at the beginning. The humor probably could be tied into the rest of the material, but often it is not.
When delivering his talk, the speaker tries for a laugh or two. Then he plunges into a maze of unorganized information. The result of it all is a poor speech.

Enough of the wrong way-here’s the right method. Here’s the way speakers at your sales meetings can organize their speeches …

How to collect material for a talk?

Subjects should be assigned well in advance. This enables your speaker to collect his material. He first should consider researching it. Does he have complete information or can he learn a great deal more about it? Should he “read up” on it? Should he ask others about it? Can he better acquaint himself with it through actual practice?
From time to time, pertinent facts will come to mind. Your speaker should not trust his memory. He should write down these thoughts as they occur. Over a period of several days, many ideas can be collected. It’s difficult, on the other hand, to dig all the ideas out of the subconscious at one time.
If he must do heavy research, you’ve probably picked the wrong man. Most speakers should investigate their subjects, however. Mere reflection will produce ideas but is not always adequate.

How to decide upon the point of a talk?

After collecting material on his subject, the speaker should decide what point he wants to make. The point is the one main idea. It’s the most important part of the talk and other parts merely serve in clinching the point.

To determine his point, the speaker considers the interests of his audience. Who will attend? What are their interests in the subject? Exactly what are their needs in that connection? How can a speech help them? Specifically, what should they do as a result of the speech? What’s the point to be made the thing they should do after it’s all over. For example, if the speaker wants more enthusiasm shown then his point might be, “Let’s have enthusiasm!”

Inexperienced speakers often try to make too many points. Unless the talk is lengthy, one point is all that can be put across. The speaker is going after “big game.” Therefore, he should use a powerful rifle instead of a scatter gun. It’s better to drive home one good idea than to mention several points without clinching any of them.

How to determine whether the point is appropriate

Having decided on the point to be made, the speaker then determines whether he can justify it.
He asks himself why the point is correct. Why should the audience accept it? What will it do for the audience?
Then he makes a list of these things. By reviewing the list, the speaker can decide whether he’s sold on his point. If he’s not fully sold, he should select a different point. He could never hope to sell his audience if he cannot even sell himself!
Reasons for the point might include such things as:
“It will save you time.”
“It will make your job easier.”
“It will enable you to get more customers.”
“It will help you make bigger sales.”
“It will put dollars in your pockets.”

Keywords: Sales, Marketing, Business, Sales Training

Tags: sales meeting

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