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Why do so many business presentations end in failure?

Well, it's not surprising when you see just how little people prepare for their big day. To be fair, people often make a big effort with their content. That's essential, they would not otherwise have been invited to speak.

Knowing your material inside out is vital for your confidence when the spotlight is shining down on you, but as so many subject matter experts do not realise, there are many other factors that come into the equation of successful speeches and presentations.

A common issue in speaking comes down to the selection of the venue, a matter that few speakers have any control over. If it's a famous venue like the Royal Albert Hall or the Sydney Opera House, you can have a good idea of what to expect. These venues are open all year around to the public so there are lots of opportunities to check them out.

However, if the venue is a large disused aeroplane hanger in the middle of Oxfordshire managed by the army, there's less opportunity for access and practice before the event starts.

This brings me on to knowing your audience. If your audience is a volatile delegation from the Women's Institute, you should approach the assignment differently than if you were addressing the local Town Council. What are the expectations of your audience and what is in it for them? Choose your material carefully - look for humorous opportunities to connect with them.

An interesting factor to be aware of as a speaker is that your audience, even though they may never have met you, want you to be excellent. Indeed, they are desperate for you to deliver something compelling. The good will which is extended out to the speaker is phenomenal. They want you to be great because they are investing their valuable time in you. They have all seen and heard a lifetime's procession of bad speaker and they are willing you to come along to inform and entertain them royally.

If you know that you'll be working at the Royal Albert Hall, Sydney Opera House or in my last big event, a disused aeroplane hanger in the middle of Oxfordshire, try to visualize yourself delivering the speech. I had great fun with this � contemplating this capacious cavern looking out into a sea of camouflage jackets. As I discussed the assignment with friends and colleagues, the images became closer and more focused. I could see faces, haircuts and even badges on berets. On the day, my visualizations were surprisingly accurate and it made me feel at ease. It was like being surrounded by old friends.

When you're facing a large audience, those opening lines are critical to success. Deliver them with military precision. Delivering that opening with confidence creates a great atmosphere for you and the audience to work in. That's why it's best to start with what I would describe as a set piece. It could be a quotation, a startling statistic, or if you're really confident, the opening few lines of a song. If you fluff the opening, you'll feel the latent energy drain from the room.

In a short article like this, it's not possible to discuss the full myriad of complexities which contribute to success, but please keep your eyes open for further article submissions.


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The College of Public Speaking was created to assist the Corporate Sector improve its communication skills. Utilising the tried and trusted research of Albert Mehrebian, we use cutting edge business scenarios to develop speakers capable of performing on the international stage. http://www.collegeofpublicspeaking.co.uk