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ans Serif">I recently went to a charity function where the guest speaker was to speak on an appointed topic that was relevant and intriguing. Unfortunately, although the speaker appeared extremely knowledgeable in her field, the resulting speech was a blatant sales pitch for her products. This was not what the audience was there to hear, and the result was a lot of very disgruntled people vowing not to even look at the products she had on display.

ans Serif">This article is not directed at 'guest speakers' rather to 'presenters' who are presenting at a workshop or to a group of people who want to leave in a better informed state than

they arrived. In this situation, opportunities abound to discreetly promote your product or service and when given the opportunity to speak to a captive audience the trick is to do a bit of passive selling.

ans Serif">The great thing is that you audience is sitting in front of you eager to hear your information you are about to impart. The idea is to give them a little more than they bargained for!

ans Serif" color="#008000">Preparation: Packing your Tackle Box

• ans Serif" color="#707070">Register of Attendance - prepare a register of attendance for people to sign as they enter.
• ans Serif" color="#707070">Check with your host as there may be one already prepared. Other than the obvious - name, rank and serial number, include questions to gather information about your potential customers likes, dislikes and trends.
• ans Serif" color="#707070">Door Prize - the old business card in the box routine - keep gathering information via offering a door prize. Once again these cards must be entered into your database.
• ans Serif" color="#707070">Room Set Up - Take the time to set the room up with your collateral. Keep posters to a minimum but at the reception area place business cards and brochures.

ans Serif" color="#008000">Introduction: Choosing the Bait

• ans Serif" color="#707070">When you begin your presentation, it is quite acceptable to give a brief history of your company if your host has not already done so. People are usually very interested to find out how you got to become the expert you are today. But please keep it brief because as you know this is not the main reason your audience is there.
• ans Serif" color="#707070">Begin your presentation with your "needs analysis". Everyone will know what your presentation is about. Start by finding out exactly what they have come to hear. Write these points up. This only works when you are presenting to small groups - fewer than 20 or so.

ans Serif" color="#008000">Content: Fishing

• ans Serif" color="#707070">Tell, tell and tell some more. Don't be afraid of giving away too much information or your so-called trade secrets. I attended a workshop on how to develop my own website. By workshop's end, obviously the presenter knew way more than I had time or inclination to learn, so I got his company to do my website. A small percentage of your audience may take the information you have given them and run with it but the majority will be happy to turn to you when they need your services.
• ans Serif" color="#707070">During your presentation, refer back to the points you wrote up in your introduction ensuring their questions are answered. Once again reaffirming your expertise.