Why a Public Speaking Coach Is Essential to Sales Enablement

When we think of public speaking training, most of us imagine preparing for a conference, an all-hands meeting or TED Talk. And although training and preparation for these arenas are vital, these are not the only places public speaking skills can make or break your performance.

Here are a few areas a public speaking coach can help with, whether you are in front of a decision-maker, buyer, or board of directors:

Managing Nerves
A well-trained coach knows exactly how to help you identify the thoughts that trigger stage fright. Even in its most mild form, stage fright causes an adrenaline rush which makes appearing confident and on message very difficult. After identifying what thoughts cause your nerves to go haywire, you must have a system in place to eradicate this—before it takes hold and causes you to be thrown off your game.

When Natural Charisma Is Not Enough
Many salespeople rely too heavily on their natural charm and personable approach. What happens when you are faced with a decision-maker whose blank stares and impenetrable demeanor give you nothing to work off of to create the rapport you are so used to having? Are you thrown off and flustered? Do you give up? Your mindset is everything in these moments. A great public speaking coach likely has drama training under her belt and can help you enter any meeting with achievable goals and objectives you can meet regardless of whether or not you feel rapport is being built.

How To Be Clear and Concise
Even the most experienced sales teams I’ve worked with in San Francisco and Silicon Valley struggle with how much information to give in a presentation or pitch. I will ask my clients: “What does the buyer need to know to help them make their decision?” Stick to the bare bones and do not get bogged down with details. If they want you to elaborate, they will ask questions.

Use of Word Stress, Imagery and Pauses in Your Delivery
If you want a potential buyer to hang on your every word, be drawn in by your descriptions, and remember what you’ve said, these are the techniques you want to employ. A public speaking coach is used to creating, co-creating, editing, and directing scripts. We understand which words are the most impactful, where to pause to give the listener time to take in the message, and how use of imagery excites audiences. 

Imagine the opposite occurring: You are the buyer and the seller of a complicated product is speeding through the description without pausing. Or perhaps they are leasing a building with a beautiful view but skip the description of the scenic view that would greatly improve your chances of buying it. Or a seller uses minimal word stress so their delivery becomes monotone and you begin thinking about your next appointment.

In my coaching practice, I have found these are common mistakes and the solutions are often overlooked by sales professionals. A simple road map of where to pause and what words to stress can quickly lift your delivery from average to master public speaker with maximum impact.

To Sum Up

Not only do we want to make a sale, but we also want to feel we are at our best when we do it. We want to be calm, fully present, and impactful. This requires the similar training and tools that actors and public speakers use. Taking the time to develop your speaking skills is a must if you want to hit it out of the park every time. These are just a few of the reasons why a public speaking coach is essential to sales enablement.