Speaking Out

Pest control companies that incorporate public speaking as a marketing strategy attest that it works. Many pest control company owners speak to local organizations to create name awareness in the community and at the same time promote the professional pest industry as a whole. Others have added speaking as a separate, paid service. In fact, in his slow season, one St. Louis PCO has developed programs he presents across the country.

Several years ago, Jeff Holper, Holper’s Pest & Animal Solutions, St. Louis, was asked to speak at a local home show on moles, a subject he knew well. His company specializes in tough animal and insect problems. "Moles incite deep emotion in people who have tried to control them and failed," Holper said. His talk, "I Want to be a Mole Killer," attracts up to 300 people per session at home shows across the country, where topics about such subjects as insects don’t draw as large a crowd. Holper theorizes that people don’t mind admitting defeat in controlling moles, plus the catchy title attracts attendees.

"Speaking locally increases our credibility as well as our business. My main purpose is to educate people about my topic and be an advocate for the pest control industry. In the process, those in the audience realize they need professional pest control, remember hearing my presentation and call Holper’s when they return home," Holper said. "My approach is not academic. Rather, I try to both educate and entertain for maximum memorability."

Home shows were Holper’s entry into the public speaking arena. After making a few presentations on moles, he hired an agent to seek out venues for him to speak. He presents in October, November, February, March and April and has shows planned into 2002.

Holper, along with other experts on public speaking, estimates that he spends 15 to 20 hours in preparation for each hour on the stage. This prep time includes all time spent in preparing the outline and in finding and taking photographs that illustrate his points. He uses a slide projector, but is investigating the use of a laptop computer and projector to update the look of his presentations.

Taming butterflies. Public speaking was not on Holper’s list of goals when he started his company. In fact, he had never given a speech before. He admits that he gets nervous before every talk, but his method of taming the butterflies involves focusing on a few smiling faces and borrowing from the energy of the audience. Holper says that the larger the audience, the better. In fact, an audience of 200 to 350 is ideal.

After he began speaking at home shows, he decided that a video and a book would complement his presentations. Even though he had never written a book or produced a video, Holper proceeded to publish and now sells both supplemental pieces at his talks.

Invitations come to Hol-per from botanical gardens, garden centers, schools, the Department of Conservation and others to speak on insect and animal topics. "Above all, I want to appear professional and represent both the pest control industry and my company in the best way possible," he said.

a community service. Jeff Jones of Admiral Pest Control, Bellflower, Calif., also uses public speaking as a marketing strategy by speaking at Kiwanis Clubs and other organizations. "Our industry a mystery to a lot of people, so I try to clarify issues and refute rumors that are in the news and explain exactly what we do and the benefits of our service," he said. "I find people are receptive to hearing about new treatment methods. I never pass up the opportunity to take our message to the public."

Whether you speak for pay or as a community service, the results to your bottom line are not immediate. Speaking keeps your name in front of the community, increases name awareness, builds credibility and in doing so ultimately, over time, adds to your bottom line.

Most people think of presentations as speaking before an audience. However, we have the opportunity to present nearly every day on the phone or in person to customers, co-workers and friends. The principles are the same regardless of the audience. We are trying to convince, inform or entertain. Here are 10 tips to help improve your presentation skills.

1. Notes. Notes can a.) keep you on track; b.) make you look prepared; and c.) give you something to do with your hands. When writing a presentation, use an outline form. Then convert the outline into key word notes about each major topic that will remind you of what’s coming next. Avoid putting so much in your notes that they become a crutch and separate you from your audience. Note cards can easily be held in one hand. To prevent the cards being hopelessly mixed up should you drop them, have them spiral bound.

2. Stories. Be on the lookout daily for first-person, relevant, human interest stories and incidents you can use. Tell them in a narrative fashion as you would tell them to a friend.

3. Unique AV Props. Audio/visual materials are supplemental to presentations. AV materials support what the audience hears you say — not to serve as your notes. Avoid turning toward the screen and reading to your audience. Signs, household items, animals and any other props you can hold up during your presentation will add interest.

4. Slides/Overheads. Use slides for larger audiences and overheads for smaller ones. The drawback to slides is the misconception that the room has to be nearly dark for the audience to see them. Before you begin your presentation, experiment with the lights so they can be as bright as possible and still enable the audience to see your slides. Inevitably, when you turn on the slide projector, some "helpful" individual will turn down the lights. With removable masking tape, tape over the switch when you have it adjusted the way you want.

5. Digital Presentations. Software has come a long way since the first version of PowerPoint. Avoid the temptation to make your digital presentation busy and confusing by using too many different effects and sounds. Remember to carry back-ups in the form of slides or overhead transparencies in case your computer crashes!

6. Humor. Tell jokes a.) only if they are relevant to your topic and b.) only if you are a good joke-teller. Good-natured humor can make your presentation not only enjoyable, but memorable as well. Get a copy of Author Tom Antion’s book called Wake ’em Up for hundreds of ideas.

7. Demonstrations/Games. Check your local bookstores for books on demonstrations and games trainers play. Author John Newstrom has written several excellent books with games for nearly any topic or situation.

8. Taming the Butterflies. Many books have been written about overcoming America’s No. 1 fear — public speaking. Helpful tips include deep breathing just before speaking; letting your arms hang loosely by your sides when sitting just before speaking; avoiding heavy foods, caffeine and alcohol on presentation day; and actually looking forward to speaking.

9. Seek Opportunities. Not only will you be viewed as an expert, you’ll gain new confidence the more you speak.

10. Learn About the Audience. Before beginning any presentation, use a questionnaire to learn more about the audience.