SBDC Counselor Certification Manual

MODULE 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. Passion
2. Preparation
3. Partnership
4. Professionalism
5. Props

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 6. Practice

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.

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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

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

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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 “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 • Contrasts

• Small group discussions • Examples
• Facts • Analogies
• Exhibits • Comparisons
• Testimony • Statistics
• Quotes • Restatements
• Demonstrations • Question/answers
• Visual aids • Handouts
• Definitions

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
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 • 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.

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

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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.

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.

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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 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?

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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

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

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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

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?

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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.
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.
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• 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.
• 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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