Ways to Put Life Into a Speech

A dynamic speaker “took the stand” at San Francisco’s famous Cow Palace. He spoke on civil defense. With good organization of material, he held the audience spellbound. Nearly an hour later he still had the complete attention of an audience of thousands.

How did he do it? Was it organization of material alone? Or did his subject have an unusual appeal? Did he capitalize on basic emotions and urges?

The appeal to basic emotions and urges

Indeed his subject had exceptional appeal. It encompassed the first law of human nature, the first human instinct self-preservation! As he progressed, he also appealed to love of family, love of fellow men, love of country, and love of God. Further, he stimulated one of the most powerful of all human emotions-fear!

The most convincing speeches are usually like that one. They’re directed at basic emotions and urges. A spark already burns in the heart of the audience. The speaker needs only to fan the flame.

Such flames should be fanned when the opportunity presents itself, but the speaker at a sales meeting has little opportunity to appeal to emotions and urges. Systems and procedures are without emotion. Besides, it’s the prospective customer, not the salesman, whose emotions must usually be considered.

How to improve your speakers and speeches

Yet, there’s a means of putting sparkle in speeches at sales meetings. That means is showmanship. Speakers should dramatize their speeches, present them in a vivid manner, illustrate them visually, and bring them to life. The presentation of each participant can be previewed to determine whether enough life has been injected. Speeches, particularly, should be checked. Where more showmanship is needed, it can be added.

How to Put Sparkle in Speakers and Speeches

1.* To dramatize the qualities necessary for success in selling, your speaker could actually erect a miniature log cabin. “Here’s the bottom log. It represents a desire to serve others, which is the foundation of good salesmanship. Unless the salesman and his product will serve the customers in some way, there’s little basis for a sale. On top of that log we place the next, which represents enthusiasm. A good salesman has enthusiasm for people and enthusiasm for his product. The next log is knowledge of the product. We must know what we are selling . . .” Miniature log cabins can be purchased at toy shops. The logs need be only ten or twelve inches long but grooved so they will interlock. The roof is placed on last. It should represent a protective element, such as a code of ethics or a manufacturer’s guarantee.

2.* Perhaps you want your salesmen to be better sold on their own proposition. If so, assign someone the subject, “My Most Difficult Prospect.” Your speaker begins by stating that he once had a very tough prospect. After elaborating on how tough he was, the speaker passes out “pictures” of him. Each “picture” proves to be a small mirror. “Yes, there’s the most difficult prospect you’ve ever met. If you sell him on your product line, and if you keep him sold, you can sell your merchandise to anyone on the face of the earth! Let’s discuss the many reasons why we should be sold on our merchandise. . .”

Keywords: Sales, Marketing, Business, Sales Training

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