Judy Sheldon, VP, SNP | Mastering Public Speaking Improves Your Quality Of Life – Sales Confidence 

So very excited to speak to you all today I want to give a quick intro about who I am and SNP as well and hopefully also give some take aways some tips and tricks for how you all can communicate more effectively especially as you’re going about and selling to people. So first of all who I am you can see here I’m the head of training really what that means at SNP, so I’m working both with internal folks and external to make sure that their communications, their leadership’s their ability to communicate are at the highest level possible, and I love this because especially on the external side, I get to work with people at the IC level all the way up to executives and make sure that they feel supported and have the resources and skills they need.

Now SNP has been around for over 25 years we’re headquartered in San Francisco, not surprising based on James’s description of Ren and Maureen, but we also have offices in New York and in Dublin, and expanding into London. What SNP is we are a leadership communications company what that means is we help people from the startup level up to the fortune 100 in three different ways; we want to make sure that people are continually seeking understanding, we’re working to make sure that they’re creating content that’s tailored for their audience, and we’re also making sure that their delivery is memorable it’s drivable to action now why does that matter for any of you well seeking understanding when we work with sales teams we often find is that sales folks will go into any conversation and either they’re forced to communicate a lot of information in a short period of time, or they’re like me and they have the gift of gab and just like to talk, which means the conversations become very one-sided. Now the problem here is we would say most sales successful sales folks are really good at creating long term relationships would you all agree with that? And in order to have a long term relationship with someone you have to understand them and so seeking understanding means that your now what makes them tick, why are they passionate about something, but making sure that you give that time in any conversation to learn these key elements about them. Now creating content that’s tailored to your audience not surprisingly this ties into that seeking and understanding peace, but really for us what we found is that sales folks are challenged with the task of communicating a lot of information at once; we almost we often call it kind of trying to boil the ocean. And in reality that attempt almost always fails, it’s too much information oftentimes it’s new or complicated information for the person you’re speaking to, which means that they’re not going to understand they’re not going to track and they’re not going to move towards that advance deal that you’re hoping to get. So it’s really important to tailor your messaging based on what that person cares about, and I’ll give you a surprise what they care about is not you, and it’s not the thing you’re trying to sell them. So it’s really interesting to try to marry those kind of two different aspects what do they care about what moves them and what are you trying to accomplish in the conversation. But this is how we can tailor our content to the people were speaking.

The third thing that we do is we focus on that memorable delivery. Have you all ever been to a converse a conference or had a conversation with someone and they really know their stuff they’re really intelligent but you almost feel compelled to take a nap? It goes to show content is really important but the way someone delivers it the way they make sure that you’re engaged, you’re paying attention, is also really crucial and so we focus on ways to help with that delivery. It could be about pacing, it could be you know you how often how quickly you speak, it could also be about making sure that you have the energy that demonstrates a passion, the conviction you have about the thing you’re trying to communicate, or it could just be making sure that you don’t let the nerve show, because most of the time any of us can get nervous in different situations. 

So on that note I want to give you a tip or a trick however you want to view it especially on that third point; how do we make sure that our delivery is memorable and drives people to action, so a couple things here first and foremost anytime you’re speaking you want to make sure that you have appropriate volume. Now basically speaking we often use a 1 to 10 scale at SNP.1 is your whisper zone 10 is your shout you’re trying to stop a child from being hit by a car, everyday talking voices it’s a 3 or 4. Now it’s appropriate if we’re getting coffee at some coffee shop but anytime you’re trying to commute a communicate a message you should be louder than your 3 or 4, if it’s one-to-one maybe you’re just a 4 or 5, but especially if you have a group that has 8 people or all the way up to this sized crowd we want you to be at a 7 or an 8. There’s a couple key reasons for that first and foremost you look and appear more confident and competent. That perception piece is really important so you make sure you convey that, again this is true if you’re on the phone or if you’re in person you want to be perceived as competent and confident and a louder volume helps it. Now I do want to point out a lot of people will say well sure I can get loud I’m told all the time I’m a loud person but I don’t want to yell at anybody don’t want to scream at them we do not want you to do that either what we want you to do is find a way to project, and projecting means leveraging your diaphragm pulling your air from that bellybutton zone and pushing it out, because when we project we have a nicer tone it doesn’t sound like we’re yelling even though we’re at that louder volume, and most importantly those nervous kind of feelings you may have when you communicate with someone, they’re gonna dissipate. 

The reason is this: biologically speaking when you get in front of someone else and it’s really important to you your body goes into fight-or-flight mode you’re probably all familiar with that term, breaking that down what it means is that you your body starts producing adrenaline and adrenaline’s gonna come racing through your body. Now you’ll interpret the adrenaline in one of two ways one you’ll think yes I can’t wait to crush it I’m so amazing on this is fantastic, or more likely, you’ll think oh my god oh my god oh my god I hope you don’t mess this up. Does that relate most people in the room one of the two? Now the key is when you have one of those emotions those experiences you don’t wanna let us just sit in your body if it just ping pongs around your body you’ll demonstrate those nerves and different movements and the way that you present yourself, and so getting to that louder volume actually burns the adrenaline because it is exhausting to get to a louder volume. Now you’re not gonna get rid of all of it we want you to keep a little bit of it that shows how you care about whatever you’re speaking, but it will calm you down in order to focus on your content, make sure you’re seeking understanding, and ensure that you’re tailoring everything you communicate. So on that note when it comes SNP hopefully you remember we’re all about seeking understanding, tailoring your content based on who you’re speaking to, and making sure that message is memorable and drive people to act pushes to that advancement. So very much thankful for your time again, hope that was helpful for you all looking forward to answering any questions and communicating more after the, talk thank you very much. 


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