How the Sales Process Helps You Deliver a Better Speech

Core MessagingMarketingProfessional Speaking

May 27

Description: Learn how to deliver a better speech by using the sales process to understand your audience's true needs. This article provides practical techniques for asking the right questions, uncovering insights, and creating meaningful connections. Perfect for speakers looking to enhance their impact and engagement.

Imagine being asked to speak at an event in an industry you know nothing about.

That’s exactly what happened to Eleni, a talented speaker, who found herself hired to address a room full of wedding and event planners.

The topic? Money mindset and how to charge what you're worth—subjects she could discuss in her sleep.

But something didn’t feel right.

Instead of blindly following the assignment, Eleni decided to dig deeper, and what she discovered changed everything.

This scenario perfectly illustrates a critical lesson I often emphasize: Stop guessing and start asking.

Don't assume you know what they need

We've all been there—thinking we know exactly what our audience needs.

You walk into a room brimming with confidence, ready to impart your wisdom, only to realize halfway through that your message is missing the mark.

Eleni's initial plan to discuss charging what you're worth was a classic example.

Sure, it’s a hot topic, but is it what her audience truly needed?

Spoiler alert: No.

How an open-minded conversation changes everything

So, Eleni reached out to a friend who had made waves in the event planning industry.

She said, "I've been asked to talk about money mindset and charging your worth."

Her friend's response?

"Oh God, please don't do that. We've all had that dumped on us."

So Eleni asked, "So, what really matters to you? If I could solve one problem for you in 20 minutes on stage, what would it be?"

"I want to be able to sell confidently without them feeling like they're being sold to."

Bingo!

Eleni hit the jackpot - she uncovered a real pain point that resonated far more deeply than any generic money mindset talk ever could.

The power of asking the right questions

This is where the magic happens.

When you stop guessing and start asking, you uncover insights that transform your approach.

I’ve seen it time and again with leaders and experts I work with.

Here are three game-changing techniques to help you do just that:

1. Narrative Inquiry

Instead of asking, "What problem are you hoping to solve?" try, "Can you describe a recent situation where you faced this issue?"

Specific stories lead to richer insights.

When people share these stories, they often reveal what truly matters to them.

For instance, when a client says, "People just don't understand each other," I dig deeper: "Tell me about a time when this caused a problem."

Suddenly, we're talking about John from last week who completely misunderstood Sarah's email.

Now we're getting somewhere!

2. Hypothetical Scenarios

Thought experiments aren't just for philosophers.

Ask, "If you had X, how would you respond?" or "In this situation, what would you do?"

This helps people articulate their assumptions and expectations.

It's like playing mental chess, where each move reveals another layer of their beliefs.

3. Direct Questions About Change

Questions about future expectations can be incredibly revealing.

For example, in the healthcare industry, I might ask, "When AI can diagnose symptoms with near-perfect accuracy, what's your plan?"

The responses can be eye-opening, uncovering not just beliefs but readiness for change.

"That will never happen," they might say.

"Why?" I would ask, digging into the beliefs behind their skepticism.

How can you apply these techniques?

Start by creating a safe space for open, honest dialogue.

Ask specific, targeted questions and listen for the words that reveal deeper beliefs—words like "always," "never," "should," "can't," and "deserve."

These phrases are gold mines for understanding what your audience truly cares about.

For example, if you're preparing a talk for a corporate team, don't settle for vague feedback like "We want better communication."

Dig deeper: "Can you tell me about a recent time when communication broke down? What happened?"

The more specific the story, the better you'll understand the real issues at play.

The key to delivering massive value is to ask the right questions during the sales process

In the end, the key to mastering authentic connections in sales—or any form of communication—is to stop guessing and start asking.

Remember, building authentic connections is not just about delivering great content; it's about truly understanding and addressing the needs of your audience.

So next time you're preparing to speak, don’t just imagine what it’s like to be them—ask, listen, and learn.

You'll be amazed at the difference it makes.

To go deeper, check out this article: “How to Design a Speech that Earns Buy-In Every Time”