Definition of Oral Communication
The spoken interaction between two or more people is defined as oral communication. All of us are blessed with the unique feature of interaction called speech, which is used more extensively than the written form. In the case of giving presentations during a sales pitch, oral communication can act as a vital tool for bringing people together as well as building relationships with the listeners. Therefore to be a successful salesperson, your business interactions should be perfect, and for that, you need to master the art of practical oral communication skills. A poorly conducted sales presentation affects a lot of people. An effective communicator is always in a position to show complete confidence in varied kinds of both professional as well as personal environments.
Preparing for Sales Presentation
Preparing for the formal presentation is equally essential as delivering that presentation. In the case of a sales presentation, it is very crucial to analyze both the audience as well as the selling situation, followed by clarification of the goals as well as objectives of the presentation, then choosing the perfect content and then shaping it through the right communication style and organizing the entire sales presentation. The following steps are essential for making effective oral communication during the presentation.
Step 1 – Analyze the Selling Setting
First, analyze the selling state of affairs and determine why this sales presentation is essential. By evaluating the selling situation, you can quickly determine how to shape the content and choose the appropriate communication style. The following questions need to be asked while analyzing the situation:
- What is the main requirement of this presentation?
- How is this presentation fitting into the setting of the organization?
- How is this presentation connected with the actions of the audience?
- How is this presentation going to be of assistance to the organization?
- What impact will this presentation have on the organizational results?
Step 2 – Analysis of the Audience
It takes work to analyze the audience. But the audience is imperative in finding the presentation’s success because your sales presentation would be successful if the audience responded as you intended. Effective oral communication or speaking always relies on the audience. By knowing more about the profile of the audience, you can determine what to say and what to avoid, along with the “tone” one should use.
Step 3 – Finding the Goal
Finding the objective or the final aim of your presentation is essential for adequately designing the exhibition. It would help if you made the purpose evident through the show while connecting with the audience’s perspective. Make sure to state your presentation objective in a single and short sentence.
Step 4 – Picking Up the Right Content
Sometimes picking up the right content and shaping it suitably takes a lot of work. It is seen that the way you present and speak during the sales presentation helps in either making or breaking the display.
The most effective communication style found during sales presentations is a conversational style, as it portrays that you are really and effectively communicating with the audience. This communication style indulges in short, simple sentences, a friend, a warm tone, and concrete language. Refrain from just reading out the sales deck to the audience. It will sound like reading out from the handouts and very impersonal. Instead, it is better to rehearse before the presentation to ensure success.
Step 5 – Organizing the Presentation
Organize the presentation well, just like how you would like to present your ideas. Make a mental note of how you would like to speak in your presentation. Organizing the entire production is crucial to cater to the audience’s needs. An effective presentation starts with an “Introduction,” which is a brief embodiment of the main content of the display, along with a preview of what the audience should expect ahead. The introduction is followed by the main body, which consists of relevant information supporting the main points mentioned in the introduction. Finally, the presentation should end with a conclusion reinforcing and recapping the production’s main points.
Do’s and Don’ts during Oral Presentation
Delivery of good sales presentation is equally essential, so below is the list of primary do’s and don’ts that are very crucial to follow:
- Do make it a point to speak clearly.
- Do maintain a professional as well as clean appearance.
- Do maintain eye contact with almost everyone in the room.
- Do sound and pose enthusiastically as well as confidently.
- Do keep a quick check on the body language of the audience (watch the reaction of the audience).
- Do not either talk slowly or rush the presentation.
- Do not start cracking jokes between representations.
- Do not move around or walk a lot during the presentation.
- Do not speak in monotones (keep varying tone, pitch, and speed).
- Do not talk to the visual aids.
Voice during oral communication is vital because what you say is important, and how you say it is equally important. Secondly, you need to pay attention to your body language. Body language shows your attitude as well as reflects your thoughts. Thirdly you need to be cautious about your appearance, as the first impression is the last, so be formally dressed for a sales presentation.
Techniques for an Effective Oral Presentation
Although speaking to the people, we know every day is easy, delivering an effective speech needs enough training and study. Therefore the four E’s which are necessary for an effective address have been explained below for you:
- Energy: The delivery of the presentation should be done in a fully energetic manner that should reflect intensity. It helps win over the audience and assures them that you have something of grave importance to offer them.
- Eye Contact: Eye contact with the audience is very important. In case of a large assembly of the audience, start scanning from front to back as well as side to side. Every listener should get the impression that you are interacting with them.
- Enthusiasm: Your speech should reflect your passion and zeal toward the subject you will present. You must show eagerness towards the issue to expect the same from the audience.
- Examples: Always use examples to illustrate what you want to point out. Audiences always visualize whatever you speak about, and they do not see words in the form of text. Examples are the best way to assist them in making images related to your message.
Principles of Effective Oral Communication
Since communication is a two-way process, whether it is informal speaking with a colleague or addressing a meeting, or giving a sales presentation, certain basic principles need to be followed:
- Know Your Audience: What you speak must be connected not just with the presentation’s topic but also with your audience. Thus knowing the audience is very important for effective communication.
- Know the Topic: Researching and knowing all the topic’s perspectives is very helpful as it helps speak with confidence and authority. This will also assist in answering all the questions put up by the audience with confidence.
- Anticipate Queries: Keep yourself in the audience’s shoes and be prepared to answer all the questions or queries they put. If you are well prepared, it will make handling all the random questions easier.
- Know the Objective: The communication’s goal and main point should be clear. Just ask the rationale of the entire communication you are about to present to the audience.
- Be an Active Listener: To be a good speaker, first, you should listen to what your audience wants to say, whether in the spoken form or not. Being a speaker sends out various kinds of verbal or non-verbal signals, just like your audience. Learning how to read as well as how to interpret these signals makes you a successful communicator.
- Style / Rate of Delivery: The audience’s response is impacted by your delivery rate and the tone used while talking. Do not sound arrogant or should not be seen as unsure in front of your audience. It would help if you always said confidently while giving oral presentations to gain credibility amongst the audience.
- Keep Eye Contact: Make eye contact with the audience while delivering the oral presentation. Eyes are considered to be our mirrors as they display our feelings. Maintaining perfect eye contact is very important during verbal communication as it helps establish a positive relationship with the audience.
- Body Language: Body language is a very effective method of oral communication. As a speaker, you can easily send messages through body posture and gestures. It helps in creating a perception about you in the audience. You can also display emotions through Body Language. Body language acts as an effective tool for establishing good interest as well as sincerity amongst your audience.
- Stay within Allocated Time: Time constraint is critical while interacting with the audience. Being a compelling speaker, you should make important decisions about what to include and what not while making sales presentations. Leave extra time after the presentation to resolve the queries and clarify the points that you have missed out.
- Use Visual Aids: Complicated matters can be resolved and made easier with the help of visual aids. Talk with the audience with lots of information and detailed information. Visual aids help a lot in reaching out to the audience. However, while designing the visual aids, a few guidelines should be kept in mind. For example, they should be big enough so that the audience sitting in the last row can read them, and it should be elementary and straightforward. Moreover, the visual aids must be consistent with whatever you want to say or deliver.
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