Public speaking is one of the most powerful ways to market your business and build a subscriber list. Anyone can give a good presentation with a little practice and following the correct formula. What makes a good presentation great is to focus not only on its language and content, but also on its non-verbal messages.
Essentially, nonverbal communication is anything that communicates meaning and a message other than the words you choose. Depending on which source you consult, there are between 10 and 15 different forms of non-verbal communication. Since you only have 10 seconds to make a first impression, all forms of nonverbal communication are important. However, when we are working on developing a skill, any skill, it is best to focus on three main areas at once. When it comes to giving a face-to-face presentation, to a group of any size, the three forms of nonverbal communication you want to focus on are paralanguage (also known as vocalic), kinesic, and oculesic.
1. Your Voice, known as Paralanguage, is anything that comes out of your mouth other than the words you choose. Focus on your tone of voice, volume, frequency, pitch, and “sound effects” (think an audible sigh, for example). When presenting to a group of any size, you want to sound comfortable and confident about your topic, which will build credibility and ultimately increase sales for you. Avoiding “ums” and “ahs” will go a long way toward showing your comfort with discussing your topic. By using your paralanguage effectively, people will see you for the expert that you are, and will be much more willing to work with you as a result.
2. Your Body, known as Kinesics, is what is commonly known as body language and gestures. Focus on how you stand or sit, what you do with your hands and feet, and the position of your body in relation to your audience. Keep your arms open and outstretched. When you’re only meeting with one or two people, try a relationship-building technique known as “mirroring,” where your body and gestures emulate those of your listeners. If they are sitting forward in their chairs, you should also sit forward in your chair. Communication research has shown that people are attracted to those who are most like them. Using this mirroring technique will send a further subconscious signal that you are like your listeners and they will feel much more comfortable with you. When people feel comfortable with you, they are more likely to do business with you.
3. Your Eyes, known as Occulesics, communicates with your eyes. Simply put, you need to make comfortable and consistent eye contact with your audience in order for them to trust you. Don’t look at the papers on the desk in front of you. Do not look above their heads or at the ground. Look your audience members, each one of them if possible, in the eye and smile. As with the other two forms of nonverbal communication, making eye contact will help build your credibility. Although most of us know people who try to fool others while making good eye contact, we still generally have the general feeling that if someone looks us in the eye, they are honest. And showing your honesty is a quick way to get more cash flow.
Because there are so many forms of nonverbal communication operating simultaneously, it is almost impossible to think of controlling each one as it occurs. However, careful attention to your voice, body language, and eye contact will put you in the position you want to be with your current and potential customers. He’ll come across as credible, trustworthy, and likable—all the attributes he needs to win more business and increase his cash flow.
