SBDC Counselor Certification ManualMODULE 3 – Public Speaking & Conducting Training Programs

Table of Contents

1. Performance Objective

2. Introduction

3. Preparation

4. The Presentation

5. Pre-Presentation Tips

6. Review

Performance Objective

The Business Counselor will demonstrate effective presentation skills and topic knowledge by giving speeches. This Module must be completed prior to delivering any presentations on behalf of the SBDC.

Evaluation

The Business Counselor’s proficiency in public speaking will be evaluated by the following methods:

Development of a completed outline for one training program. Receiving a minimum score of 7 on a scale of 1 to 10 on each section of the Presentation

Skills Evaluation form when making your public presentations.

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How You Will Be Trained

Complete the following tasks: Read module 3 in its entirety. Participate in training presentation on public speaking and creating training programs. Design complete curriculum for one training program. Present one evaluated training program; discuss the evaluations with your training

coordinator.

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INTRODUCTION

Providing seminars and workshops is a component of the WSBDC services delivery to the community. A competent speaker portrays to the audience the represented organization is knowledgeable.

A good speaker is inspiring, clear and persuasive. Speaking proficiency will enable you to better sell your ideas to independent-minded entrepreneurs attending your programs and can help sell SBDC services. As you become more respected in your field, you will find it easier to sell yourself and your advice.

Your enthusiasm will make you memorable. The subject of your presentation should be something you are passionate about and it should show. The twinkle in your eye, the tone of your voice, and your body movements should suggest excitement and interest. It will affect your audience; you'll see them sit up in their chairs and really pay attention.

The ability to give presentations is an acquired skill, one you are not born with. You can learn just as you learned to swim or ride a bicycle. While there are certain principles to follow, the key to speaking success is practice, practice and more practice.

Having ‘butterflies’ before a speech is natural. There are many techniques you can use to calm negative thoughts or excess anxiety. Techniques include:

Acting like you are going to be successful. Appear confident in spite of your nervousness.

Practicing your presentation several times. Being organized and prepared so you won’t make big mistakes. Mistakes are human.

Emerson said, “The person who is afraid to make mistakes is afraid to succeed.” Using humor to overcome mistakes. If you jumble your words you might say, “I just paid

$200 for new glasses, and now my mouth won’t work.” Remembering the audience wants you to be successful. They want you to be your best,

to be genuine, and to show how much you care about them.

Keep in mind the six P’s of public speaking:1. Passion2. Preparation3. Partnership4. Professionalism5. Props6. Practice

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Preparation

Get the Details

Preparing to give a presentation is much like one of our clients developing a new product or service. You must first know who the consumer (audience) is and what they need before you can develop the product or service (your presentation).

You may find the following questions helpful as you begin to prepare and research your audience:

What is the purpose or theme of the seminar or workshop? What are you to talk about? How long should you talk, when will you start and when must you finish? What kinds of businesses do the participants represent? What other presentations will the audience have heard before yours? What is on the agenda right before you speak? If it is lunch, you should plan to be very

lively and entertaining. Who will introduce you? Will they need a short bio? How many participants will attend? What are their expectations about what they will learn? What is their educational background? What is their age range? Will they be males, females, or a mix? What is the state of mind of the participants? Uninterested, excited, skeptical, or ready

to learn? What is the layout of the location/facility? What is the platform area like? Is it neat and professional—ready for you? What audio visual equipment is available? Overhead projector, microphone, and flip

chart are examples.

Concentrate on the content and what you are trying to communicate. Developing clear and concise delivery will keep people engaged and keep the listener from being confused. Practice is the best teacher – you will become better with experience.

Keep in mind sometimes you won’t know your audience; you may walk into a room with a widely diverse group. Be flexible in your presentation and include the audience in the delivery – don’t talk ‘at’ the audience, talk with them.

Preparing Your Speech

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If you are able to learn about your audience, personalize your presentation as much as possible. Speak their “language” and use their terminology. Make reference to their challenges and issues, which may require some research outside of your specific presentation.Decide in advance the impact your talk should have on the audience. Is your goal to teach, to inform, to persuade, or to entertain? Communicate to the audience verbally and nonverbally in a manner showing trust and respect.

There are three basic parts of a presentation:1. Opening . . . . . . . . . 5% to 10%.2. Body . . . . . . . . . . . 80% to 90%.3. Closing . . . . . . . . . . 5% to 10%.

Plan the Body first, then the Opening and Closing. In planning the three components think about the old adage, “tell ‘em what you’re going to tell ‘em; tell ‘em; then tell ‘em what you told ‘em”.

The Body:

Begin by determining the most basic and essential topics; put them into logical order. Reinforce each point with backup material. Link key points together to transition as you move from one point to the next.

Use “tricks of the trade” listed below to keep the class lively and dynamic. Create an outline for the Body of your speech and time the delivery.

The Opening:

First impressions are lasting impressions. In fact, the first and last 30 seconds have the greatest impact on the audience. There are many techniques you can use to ‘grab’ your audience in those first crucial moments. In order to stress the importance of the topic you may ask a question, state a startling or shocking fact, arouse curiosity, use a quotation, a joke (careful with jokes), share a startling exhibit, or quote headlines.

Then “tell them what you are going to tell them”. Give a brief preview, for example, “Today we will discuss the reasons to write a business plan, the structure of a business plan, and what lenders and investors look for in a plan.”

The Closing:

Give a brief review of the major points, such as, “Today we covered the basic reasons to write a business plan, how to structure a plan, and what information lenders and investors will be looking for.” Then, appeal for positive action you want the audience to take, say something like

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“As soon as you have a rough draft of your business plan, call me to schedule an appointment to start working one-on-one with an expert.” Tell them how they’ll benefit, or what it might lead to in the future. Finish with a simple “Thank You.” You may also use this time, depending on the audience, to ask for thoughts or feedback (as opposed to the traditional “are there any questions?”).

Move the Class Along by Incorporating Tricks of the Trade

Remember each person in the audience may be remembering and processing your discussion in a different way. In general, people are auditory, kinesthetic/tactile, and visual learners. Individuals are more likely to learn in one mode over another. In order to keep your audience’s attention and capture a range of learning styles, consider implementing a variety of the following every eight to ten minutes:

• Visual aids• Small group discussions• Facts• Exhibits• Testimony• Quotes• Demonstrations• Visual aids• Definitions

• Contrasts• Examples• Analogies• Comparisons• Statistics• Restatements• Question/answers• Handouts

Visual Aids

Consider the following when contemplating the use of visual aids; they should: Enhance the presentation Be used to reinforce and clarify Be kept simple and uncluttered Be relevant Be professional in design Not slow down the presentation (verify equipment works ahead of time)

The use of visual aids can be important as a tool to support and craft your conclusions. There are several types of visual aids you can choose from, including overhead transparencies, PowerPoint, flip charts, video tapes, and slide projectors. Also, don’t discount yourself as a ‘visual aid’. Engage the audience by asking questions (and waiting for an answer) and moving throughout the room; your body language and style become a part of the presentation attracting attention.

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The subject matter and the nature of the audience will determine which aids are best suited to your presentation. Handouts help tie everything together.

The amount of time you have to present determines how many visual aids you should use. Although there is no specific rule consider, for example, using one visual for a one hour presentation. For longer presentations utilize two or three. Trust your judgment on how to best enhance your delivery.

It can be helpful to provide the audience with an outline at the commencement of your talk to show how the presentation will flow. It is not generally recommended to give a comprehensive handout at the beginning of the presentation. The goal is for the audience to focus on your presentation and then have a handout at the end to remind them of what you shared. As part of your opening you might tell the audience, “You won’t need to take notes; I will hand out copies at the end.” You may choose to hand out materials gradually as you cover the material in your presentation.

Flip charts can be a useful tool if the audience is small enough so everyone can see the material. If used, the charts should be bright and attractive. Use color to get your message across, not to prove how many different colors you have. Make your letters at least two inches high; being careful not to crowd them too close together. Use only one idea to a page. If you purchase paper with thin blue lines, you can keep your writing straight, without the audience noticing the lines. As you gain experience, you will learn how to limit the time spent with your back to the audience.

Overhead transparencies and PowerPoint slides are commonly used—and abused. Each transparency should stick to one idea, and be used to guide the audience through the discussion. Typewritten words must be enlarged in order to be readable. Ideally, use a computer program to enlarge fonts. Use a cover sheet under the transparency, or Post-it notes to “shield” topics you are not yet ready to discuss. Remember to check the screen to ensure your transparencies are straight and easy to read. Instead of turning the projector on and off, use a sheet of paper to cover the projector so the audience does not have to look at the bright (blank) light on the screen.

The following points, offered by Thomas Sayler, Ph.D. in his worksheet, Creating an Effective PowerPoint Presentation, contain information to help strengthen the visual part of your presentation:

1. The “joy of six” is a helpful rule of thumb. Use a maximum of six points per slide and six words per point.

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2. Use text sparingly. Depending on the color and font size you select, text may be difficult to read. In addition, if your audience is concentrating on written text, they are most likely not giving you their complete attention.

3. Select colors with care. Experiment with color combinations to make sure they work well on a screen. There is often a difference between how something looks on your computer screen and how it appears when projected onto a screen or wall.

4. Keep unity of design from slide to slide. Using one, or several, of the master slides provided in PowerPoint can help avoid problems of this nature.

5. Font size is important, use the "floor test" for readability. Print out a slide containing text; place the page on the floor. Are you able to read the slide from a standing position? If yes, then your audience can likely read it from their seats. If no, then the font size needs to be increased.

6. Minimize or avoid using animated text and sound and transition. These can be effective in certain situations, but often distract your audience from the main points you are making.

7. Avoid switching between programs (such as calling up a Web page). This takes extra time and can make it difficult for your audience to remain focused on your presentation.

8. Do you want people to take notes during your presentation? Leave them sufficient time to do so.

9. Timing. Use three slides per minute as a maximum.

10. Visual images can be great, but they need to be selected carefully and be appropriate to the point(s) you want to make. Watch size, too. Images too small are not helpful. If formatting visual images to fit a slide, be sure to maintain the original dimensions.

When using visual aids, practice transitions before-hand and never turn your back on the audience for more than a brief period of time; do not read your presentation from the overhead or screen!

The Presentation:

Don’t forget to pay attention to the actual presentation delivery and body language:

Eyes: Eyes are said to be keys to the soul and are an effective weapon in your presentation arsenal. During a presentation establish eye contact with as many members of the audience as possible at least once – this will, of course, not be possible with very large groups. Let

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your eyes periodically flow over the audience. Be careful not to hold your gaze in a specific direction or at one person for more than a few seconds at a time.

Voice: Consider projection and variation. Take your time. Speak slightly louder and slightly slower than in traditional conversation (depends on room acoustics, etc.). Modify your tone of voice to project enthusiasm about the topic or to make a serious point. Silence for short periods, a few seconds, is fine if it fits the subject. Speak clearly.

Expression: The audience will watch your face. If you look distracted they, too, will be distracted. If you smile and project an open face, the audience will wonder why and tune in.

Appearance: Dress for the audience and the topic. If you think you look out of place, then you probably are. There are appropriate times for professional dress and equally so for a more dressed-down look.

Stance: Use your body as a tool to reinforce rapport with the audience. Find a safe resting place for your hands and return them there when any particular gestures are complete. Stand naturally, avoid slouching; don’t freeze behind a podium.

Crowd Control

Remember when you are speaking you are in charge of the room. If someone keeps interrupting you or dominating the seminar, say “Your comments are very interesting, but I only have a limited amount of time. May we speak during break?” You owe it to the other members of the audience to prevent someone else from dominating your session.

If you don’t know the answer to a question, say so. Then volunteer to find the answer and follow up later.

What Would You Say?

Your local Rotary Club has asked you to speak at their breakfast meeting. After you have talked about the services and programs of the SBDC, someone says, “I had an appointment with someone at your center once and it was a real waste of my time.” What would you say?

Practice Makes Perfect

Practice presentations among co-workers or with other audiences who will support you and want to help you succeed. They will offer suggestions and constructive ideas to help prepare you gradually for speaking in public. Taking an active role in civic organizations and beginning to speak in safe environments can be a wonderful tool to help improve your skills.

Pre-Presentation Tips

Dealing with Nervousness

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It is a given you will never appear as nervous as you feel. Even the most experienced public speaker will be nervous before a new audience. You may choose to practice some relaxation techniques before you begin a presentation; three suggestions follow:

Body Awareness. Sit with your feet flat on the floor and legs straight. Put your hand over your diaphragm, exhale and empty your lungs to the count of eight. Then breathe in for eight counts. Do this five or six times; you will feel yourself relax. Next, systematically become aware of each of the parts of your body and say to yourself, “I relax my right foot, my left foot, my right leg, my left leg...” until you have focused awareness on your entire body. When you have finished, you will feel confident and comfortable.

Body Stretching. Stretch and warm up your muscles just as if you were preparing to exercise vigorously.

Meditation. In a quiet room, find a comfortable position and close your eyes. After taking three slow deep breaths, begin to visualize a peaceful and relaxing activity or place. It may be relaxing in a hammock on a quiet beach under palm trees, or skiing down a mountain on a glorious day. As you become experienced in meditation, you will hear the sounds, smell the fragrances, and feel the feelings you are visualizing. Complete the meditation with three more slow, deep breaths.

What Would You Say?

You have just been introduced as the luncheon speaker for your local Chamber of Commerce. One of the members says, “I’ve never heard about this Small Business Development Center. Why are our tax dollars being spent on this program?” What would you say?

Clothing and Voice

Wear clothing to command the respect of your listeners. If you want lots of interaction with the audience, dress at their level. If you want to impress your audience, dress one level above them. If you are in doubt about what your audience will be wearing, dress up with the idea that, should you need to become more casual, you can take off your jacket, remove a tie or scarf, and even roll up your sleeves. Remember, your personal appearance is a reflection of your attitude.

Before you go before the audience do a final check of your appearance in a full-length mirror, if possible. (Make sure all zippers are zipped, etc.) Feel confident as you walk out the door.

Plan to use a microphone if you don’t have a booming voice to reach to the back of the room. The last thing you want is a strained voice no one can hear anyway. Think about practicing breathing as you rehearse your presentation.

Getting in Touch with the Audience

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If possible, go to your room early to meet members of your audience before it is time for you to go on. Ask questions such as what kind of business they own, their names, what problems they are having, and if they are enjoying the conference. Mention their names and/or businesses during your presentation.

As you become a more experienced public speaker you will learn to leave the podium or other furniture inexperienced speakers hide behind; move out so the audience can see you. Furniture is a barrier to effective communication. Leave your notes as you move into the audience, return when you need to verify where you are in your presentation.

What Would You Say?

You have been invited to give a workshop at the annual stock growers’ conference on business planning for ranchers. One fellow calls out from the back of the room, “I’ve been told that all of you people at the Small Business Development Center are nothing but a bunch of ivory tower academic types that don’t know anything about the real business world.” What would you say?

What Would You Say?

You are giving your first workshop on business planning and one of your students says: “How are you qualified to be talking to us about this topic? What is your background? Have you ever had your own business?” What would you say?

16 Things You Can Do To Ruin Your Presentation

1. Apologize for being nervous.2. Drop names to build you up. Impress the audience with who you are.3. Not be aware of your voice projection; make sure you can be heard.4. Be unprepared.5. Fidget; use “er” and “um”.6. Mispronounce the name of the group or an individual.7. Not smile or use facial expressions.8. Tell an off-color, racial or ethnic joke.9. Waste time, ramble on, and stretch out the material.10. Have a poor, negative attitude about the material, audience, or about being there.11. Emphasize unfounded claims and opinions rather than the facts.12. Keep talking after you are supposed to stop. This throws all of the following speakers off

and inconveniences the audience and the program planners.13. Fail to check out the location or equipment before your speech.

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14. Humiliate people publicly when they ask questions or disagree with you, even if they are talking nonsense try to be nice in response. People do not like leaders who behave in an unprofessionally.

15. Dress inappropriately.16. Close inconclusively.17. Imitate other speakers.

In review, Quick tips for success: Start strongly to get people’s attention. Make eye contact – look at the audience so everyone feels you are connecting with

them.

Speak as naturally as possible, don’t read a speech – rather make notes you can refer to.

Keep your language simple; avoid jargon or abbreviations, which your audience may not understand.

Try to keep your voice low and to speak slowly; don’t race through your speech.

Keep your tone normal and human, the same way you would when you speaking to a respected person in your family. Don’t raise your voice, shout, or speak as if you are addressing a very formal meeting. Try to change both the pace (speed) and tone (sound) of speech, in a natural way.

Use feeling when you speak without becoming overly dramatic. Show you genuinely care about issues.

Use humor when appropriate without making a fool of yourself. Audiences want you to be upbeat, but they will not respect you if they see you as a clown.

Make sure you say the most important things at the beginning of your speech and then again at the end since people tend to become distracted in between.

When you use statistics, make sure they are presented simply, provide illustration. For example "Two in every three people in this area have been victims of crime. Look at the two people next to you; these figures show only one of the three of you has not been a victim of crime."

Be careful not to say things to make your audience uncomfortable or embarrassed.

Never say "finally," or "in conclusion," unless you intend to end.

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Always thank the people inviting you and the audience; do not make a five minute thank you speech, keep it short and to the point.

Practice your speech in front of friends for feedback.

Ask someone to take notes during your speech and to comment on what went well and how you may be able to improve.

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Module 3 Training Checklist

Business Counselor _________________ Read Module 3 _______ DATE Attend training _______DATE Fully Develop and Present Training Program _______DATE

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