As a REALTOR^®, you have a terrific promotional tool and more importantly are perceived as an expert in your field. You could have what it takes to be a good speaker, and promote yourself and your business at the same time. Does that sound like a good head start over your competition? If you think so, read on.

Here are the basics of good speech making - how to select your subject, timing, opening and closing, building confidence in yourself as a speaker, and how to get rid of the opening night jitters.

Part I - Outlining Your Speech

There are two basic outlines that work well for the beginning speaker.

The AA Way

Alcoholics Anonymous has an effective, and simple, format. "This is where I was. This where I am. This is how I got here." This outline will help you tell the audience who you are and why you are qualified to speak on the topic you've chosen. Recently, a friend asked that I help her with a talk she had been asked to present. I helped her by asking three vital questions. To what group are you speaking? How long will your talk be? Why have they asked you to speak?

Another friend was preparing a 25-minute speech for her local board of REALTORS® because of her great success in real estate. I suggested she follow the AA outline and open like this, "Twelve years ago, when I went into the real estate business, I had never sold anything but Girl Scout cookies and hadn't done well with that. Last year, I sold 15 million dollars of real estate in a slow market, selling homes that averaged $150,000 each. Today, I'll tell you how I did that."

The Question and Answer Format

People in your audience are similar to the people you meet in your business every day, or at a cocktail party. They tend to ask questions about your career. Think of the questions prospects, clients, and friends ask you about your business. Now, you can open with, "The five questions I am most frequently asked about real estate are..." Pose the first question to the audience and answer it for them in a conversational manner, just as you would to a prospective customer. You may have never given a speech before, but you certainly have answered the questions.

If you finish before your allotted time, ask if the audience has any questions. If there are no questions, there's no sin in finishing early. However, when it comes to public speaking, it is poor form to finish late. It shows little consideration for the organization, the program chair and the audience. If after you finish, they ask you to continue beyond your allotted time, that's a different story.

Writing Your Speech

I don't believe you sit down and write a speech. Instead, you gather and collect ideas that can build your speech. If you're going to be addressing a group i the next few weeks, keep a note pad with you and jot down ideas and situations that relate to your talk. when you actually write your talk, you'll have lost of material to fit into your outline.

Presenting the Speech

Do not read your speech. Write key points with a bold, felt-tip pen - or in a large, bold font on your computer. Keep the key points in front of you on the lectern, or table or podium. I urge you not to stand behind the lectern throughout your entire talk. It puts a barrier between you and the audience and they can feel that. However, if you feel more secure standing behind the lectern, try not to lean on it.

Handouts are a good idea. They offer the audience something to take home and look over later. They also are just one more way you may be remembered. Develop a page detailing your key points. If you've had an article published, make copies for the audience members. Make sure that the handout includes your name, address and telephone.

If your goal is to develop business contacts, always collect business cards from the audience members. You can offer to send additional information, articles or tip sheets to them. Or, you could offer a door prize - perhaps a product you sell, or a certificate for service - and request that everyone drop their business cards in a box from which you or the program chair will draw the winner at the end of our talk.

The business cards provide you with a list of prospects with whom you can follow up later. If you intend on providing attendees with written material, you might include an order blank for your product or service.

Speaking before a group of strangers can be intimidating, but keep focused on the positive impact the presentation will have on your business reputation and your bottom line. Don expect to be a magnificent speaker the first time out. Your goal is to present the most valuable information possible to members of the audience. Think of it as the beginning of many long-term relationships. Go on. Step up on the podium and profit from the experience.

Published: November 3, 1998

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Editor's Note: This article reflects the opinions of Patricia Fripp only and not necessarily the views of this or any other publication, organization or Website owner.