Some of the top executives in the country step to the platform and fall flat on their faces as speakers. How could these intelligent, business savvy executives, who are so adept at running a company, end up boring an audience? 

After watching and working with executives from all walks of life, I've compiled this list of the 10 biggest mistakes business leaders make when they speak. Avoid these mistakes and you will speak like the leader! 


1. Starting with a whimper

Many speakers begin with a polite, "Thank you very much for that kind introduction." Rather trite, don't you think? Instead, start with a bang not a whimper. Give them a startling statistic, an "in your face" statement, an interesting quote, a news headline . . . something powerful that will get their attention immediately.

2. Attempting to imitate other speakers

Famous speakers can lend guidance to your speaking style, but it is a mistake to attempt to emulate these individuals. Effective speakers adapt their own style to the platform, speak conversationally and do not attempt a wholesale conversion of their personas. You cannot connect with an audience without authenticity. Authenticity is lost when you aren't yourself on the platform.

3. Failing to "work" the room

If you fail to take advantage of the time before your presentation, you have lost an opportunity to enhance your credibility with your listeners. You should always arrive early to greet your audience prior to your talk. Of course you would do this at your own functions. But when you speak to external groups, make it a point to "work the room" - don't arrive two minutes before your speech and leave immediately after it. Your audience wants to meet you. Give them this opportunity.

4. Failing to use relaxation techniques before saying a word

Every speaker has some anxiety before taking the platform. Use your time before the presentation to relax. Breathe deeply from your diaphragm for two minutes. Simple exercises such as shrugging the shoulders or tensing/releasing your body are helpful. Listening to music in the car helps relieve pressure. Do whatever it takes to relieve some of the anxiety that accompanies every speech.

5. Reading a speech word for word

It has been said that the last time someone read to you it was your mother and she was trying to get you to sleep. Instead of reading, use a "keyword" outline. These keywords will prompt complete thoughts as you speak. Look down at the keyword, look into the eyes of the audience - then speak.

6. Using someone else's stories

Rule 1 - Your audience wants to connect with you. Rule 2 - Your audience will connect with you when you tell your own stories . . . not stories from Chicken Soup for the Soul that they might have heard or age-old tales from Winston Churchill. While you might weave in brief quotes or short stories from other sources, you must illustrate your most profound thoughts from your own actual life experiences. And if you don't think you have any interesting personal stories to tell, you aren't looking deeply enough. They are there for the telling. 

7. Speaking on a subject without passion

You want your audience to do something as a result of your presentation. Whatever you want them to do, there is a better chance that they will do it if you show that you are passionate about your subject. An added benefit is that your fears will dissipate when you are truly excited about your subject matter. Speak with passion . . . and you will inspire others. 

8. Ending with questions and answers

Most executives end their sessions with a question and answer session. Instead, tell the audience that you will take questions and then say, "We will move to our closing point." After the Q&A, tell them a story that ties in to your main theme. Or summarize the points made during the presentation. Conclude with a quote or call to action. Whatever you end with, make it memorable.

9. Failing to adequately prepare

It is amazing how many executives will take the stage without adequately preparing. They may have someone else write their speeches without their input. They may write their own rambling presentation that has no organization or purpose. These amazingly bright individuals end up losing an incredible opportunity to demonstrate their leadership skills in a way that can immediately increase their credibility. Twenty minutes before the right group of people can better enhance their perception of you as a leader than a year behind your desk! 

10. Failing to recognize that speaking is an acquired skill 

Many executives believe that speaking before groups is easy and does not take any special training or skill development. Nothing could be farther from the truth. Effective speakers learn how to present in the same way they learn the tools needed to operate their business. Speaking is like any learned skill. It takes time and practice. 

The good news is that these common speaking mistakes are easy to avoid if you recognize them. The even better news is that most executives will not take the time to make these adjustments in their speaking styles. Those who do make these changes will find themselves alone at the top, and the top of the leadership ladder is a great place to be when making a presentation!

SHERMAN'S LAWS OF SPEAKING

* Become aware of your distracting habits.
* Keep both hands free.
* Gestures should mirror your thoughts.
* Make your movements deliberate.
* Dress conservatively.
* Don't seek perfection, but naturalness. 

Rob Sherman is an attorney, speaker and author of Sherman's 21 Laws of Speaking: How to Inspire Others to Action. Cedar Creek Press. $14.95 plus $3 S/H. To order, call toll-free: 877-532-3372. Rob founded the Sherman Leadership Group based in Columbus, Ohio, and works with business and association executives who want to take their speaking and leadership skills to a higher level.

For more information about our executive speech coaching workshops and our highly interactive half-day or day long seminar programs, please call the Sherman Leadership Group at 614-472-3200 or email us at RobSherman@ShermanLeadership.com