In a Rapidly Changing B2B Landscape, Public Speaking Coach Advises Sales Teams to Build Stronger Customer Connections

SAN DIEGO, May 28, 2015 /PRNewswire/ -- According to a recently released report, Forrester Research predicts that use of self-service websites for B2B sales transactions will eliminate 1 million US sales jobs by 2020. Professional speech coach and founder of Kennedy Speech Communications, Cliff Kennedy maintains that in light of this rapidly changing landscape, building stronger customer relationships is of critical importance for U.S. businesses. 

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As a result, Kennedy Speech Communications has recently released a series of tips to help salespeople achieve better results when they present to their customers.

• Sales speakers should put their customers' needs first

"When conducting executive speech consulting sessions, I often hear about speakers who are still doing the old 'show up and throw up.' You know the type of speech—the presenter stands at one end of the conference table and barrels through the presentation without any attempt to connect with their audience," says Kennedy. He explains that the presenter makes the mistake of giving greater importance to the presentation than to the customer. Instead, he encourages salespeople to show how they can make a difference in their customers' businesses.

• Salespeople must know their purpose

As a speech coach, Kennedy reminds his clients that their customers are not looking for a presentation; they are looking to receive something of value. He advises speakers to remember that their purpose is not to sell something, but to solve their customers' problems. He continues, "Great salespeople know that a presentation is the opportunity to connect with the customer and build the foundation of a strong professional relationship."

• Changing perspective changes results

Kennedy advises speakers to change their perspective and note the changes in experience that follows. "The secret I share with all my executive speech consulting clients is to change your perspective from, 'I need to get through this speech as quickly as possible and not make any mistakes' to 'I am creating an opportunity to better serve my customers in ways that will make their business more successful and their lives easier," he explains.

Kennedy encourages speakers to view their presentation as a means to engage customers in a conversation.  "I often tell my executive speech consulting clients that if they only make it halfway through their speech because their client is asking questions and opening up a dialogue, then they've already won," he says.

• Speakers must engage and empower their customers

Kennedy encourages salespeople to engage their customers by showing an understanding of their business needs and pain points. He then recommends empowering customers with a solution. When customers feel they are understood, the solution then feels like the next logical step in solving their problem, said Kennedy.  

Kennedy had additional recommendations for sales teams:

• Speakers should clarify their content and quickly get to the point. Solutions to customers' needs should always be a speaker's primary message.
• Speakers must create engaging media. Visual aides and slides must always support the presentation's main message.
• Speakers should establish a strong stage presence by maintaining eye contact with their customers, using pauses to pull the audience into the story, and avoid talking to the projection screen.

Kennedy also recommends creating space for customers to speak. He concludes, "A sales presentation is an opportunity. Not just an opportunity to close a sale, but to make a meaningful connection and build a long-lasting, mutually beneficial customer relationship."

About Kennedy Speech Communications
Kennedy Speech Communications is led by experienced speech coach, Cliff Kennedy. Their core services include personalized speech coaching for individuals, high-stakes meetings and events, and teams and groups. Their speech consulting services are designed to empower professionals with the knowledge, skills, and personal support to perform optimally, connect with the audience, and achieve greater investment with every speaking event.

Media Contact:
Cliff Kennedy
Kennedy Speech Communications
Phone: 800.953.1538
[email protected] 

SOURCE Kennedy Speech Communications