Thursday, 11 October 2012

Selling speeches David Cameron’s Aspiration Nation , Milliband's One nation

Following the speeches from the London 2012 Olympics ,this autumn's  party political conference season has also coincided with the USA Presidential race with their speeches.

WE have a wonderful speech resource library available on You tube to study.

The "S" word was even mentioned !

The Prime Minister  stressed

“….We are selling to the world again….
Last year the rate of new business creation was greater than any period over the last 40 years...
Trade surplus in Cars...
"...When I became Prime Minister I said to the Foreign Office 'Those embassies you’ve got,turn them into
showrooms for our cars,
department stores for our fashion,  
technology hubs for our start ups
Yes you are diplomats the best on the globe but you also need to be our country’s sales force."

Exports are up
25% to Brazil        40% to China          80% to Russia

Channel 4 use word cloud to scrutinise speeches
 e.g. above Chancellor George Osborne's speech
 at Conservative Party Conference 2012
In checking the content and balance of a business presentation
 you could check the balance of words using a word cloud program.
Are the key words emphasised enough to your audience
 in your business presentation content
The TV news programmes both sides of the Atlantic have also given us their analysis, scrutinising the speeches and  offered expert body language interpretation etc..

For the purposes of study these speeches are useful learning to hone our own business presentations and sales conference contributions.

Sales leaders will have models to study which could well help them with speeches to their company sales conferences, trade bodies and ideas for team 'pep' talks.
Our political biases and prejudices will of course come into play as to how effective we feel one politician has been compared to another but putting that aside (which I accept is difficult)  we have seen a wide array of different styles , speech construction , delivery and content to study.

In the UK political party conference season we have seen speeches given to a particular audience ( the party members and activists) but directed also to audiences beyond the hall  e.g. the markets, the floating voters, the political correspondents etc.

Similarly in the USA the speeches during the race to the White House were delivered in different  locations ( 'Hello Massachusetts / Ohio ' etc.) and beyond through TV to appeal to the swing states through to the TV audience in the gladiatorial debates.

In Brighton, UK Deputy Prime Minister and Liberal leader Nick Clegg chose to finish his conference by speaking in the round  amongst his audience.  (Scroll down for Video clip)

His tricky objective was to communicate strategy of his party

The Labour Party  leader Ed Milliband chose to speak with no notes  for an hour  for his  informal "Benjamin Disraeli One nation" speech  (Scroll down for video clip)

His objective to establish what his values were -his credentials  were and that he is a heavyweight - an intellectual.

We have seen President Barak Obama in his eloquent delivery  making his confident entrances , fluid use of teleprompter, the fixed eye 4 second contact , followed by the re-direction of eye sweep plus using pauses. Then at the first TV debate becoming unstuck.
Mit Romney's business  administrator executive style and executive language and then a change of presentation tactics at the first TV debate.
We have seen different styles of personal appearance  from  formal neck ties and dark suits to casual  no ties and chinos , from behind lecterns to  walk around with no notes  .

Prime Minister David Cameron chose to present  the statesman style - at the lectern battling with the realities and responsibilities of Government and the country's debt but with the message of inspired striving.

So what does this all have to do with selling ?

Sometimes the objective of your business presentation as for the political leaders will be to ‘PERSUADE’ your audience . For this you'll need to be aware of the factors that persuade your audience to take action.

The motivating forces which influence your audiences can be broadly grouped under two headings which are:-

Business Motivators

Personal Motivators



These persuasive or ‘motivational’ factors can be classified as either rational or emotional.
Your Audience ‘Wants’

Whatever the nature of your presentation, you will increase your chances of success if you appeal to both the rational and emotional motivators of your audience.

All audiences want something from a presentation, though they may not even be aware of what it is they want.

Here are some of the most common ‘Audience Wants’:

·         to learn something e.g. Who is Ed / Dave/ Nick/ Boris !

·         to gain or save money    e.g. There will /will not be a mansion tax

·         to feel pleased or proud -  e.g.the London 2012 Olympic kudos

·         to improve their health or lifestyle e.g. The NHS is safe/or not in our/their hands

·         to increase their security e.g Armed forces, Police,  defending your home and family...

An important part of the preparation of your presentation is to find out what the ‘wants’ of your audience are.  Then you must prepare a presentation which satisfies those ‘wants’.

This is not as simple as it seems because every audience will consist of individuals, or groups of individuals, who each have different ‘wants’ and sometime different agendas.

  Your challenge is to persuade the whole of your audience and you will only do this if you address the differing ‘wants’ of everybody in that audience.
For example if you were to present your reorganisation proposals to a Board of Directors, the Managing Director will want to know its effect on profitability; the HR Director will want to know its effect on the staff; whereas the individuals concerned may need to be reassured that their jobs are safe.

Tell your audience what your proposal, service or product does, rather than just describe it in detail.


There is one extra ingredient which can make the difference between success and failure.  In many presentations bland statements are made which sound impressive but have little impact on the audience:

“We are a multi-national company”

“We are a small, flexible company”

For some in audience will be thinking so what ?! what does that mean to me (us)?!

These statements above must be taken further to show how the facts benefit your audience.  One way to ensure you do this is to add the words “..which means that ...”

Your statements then become:

          “We are a multi-national company which means that you can get immediate service no matter where in the world your factories are situated.”

          “We are a small, flexible company which means that you can have a quick reaction to orders and you do not lose production waiting for delivery.

Whatever the presentation, ensure it is geared towards the interests of your audience.  TACK International refer to this as ‘You Appeal’ and you must constantly seek to increase the amount of ‘You Appeal’ in the presentations you give.

Whatever your subject, try to involve the audience by making them part of the situation rather than outsiders.  Change as many of the ‘I’s’ and ‘We’s’ in your presentations to ‘You’ and ‘Yours’.  It will not come naturally; you will have to work at it.

Remember that in any presentation:

‘You’ is the most important word
· ‘We’ (the presenter and their audience) is the next most important word
· ‘I’ is the least important word.

Incorporate as many audience ‘wants’ and benefits, and as much ‘You Appeal’ as you can into your presentations and you will be guaranteed more successful business presentations.


Some business presentations will be made with the objective of inspiring your audience.
If you wish to inspire your audience in your presentation you must show that you feel strongly about your subject. Your enthusiasm and excitement must be clear to your audience.
At the close of your presentation, don’t lose sight of your objective - to get your audience to do something because they have been inspired. Tell them what they must do and give them a clear direction as to the action required.

Related Links on Presentations

Tips to control nerves  at business presentations

Use of VOICE in Effective Business Presentations

Tips on resenting with PowerPoint in business

Presentation Skills

Video Clips of the Politicians and their varied style and content

Ed Milliband speech clip with no ‘No notes’
David Cameron 's speech within the BBC report by Brian Wheeler 
Nick Clegg  speaking in the round surrounded by the audience

The art of the Thank you speech Boris Johnson Style

Boris Johnson’s Thank you speech to Team GB microphone in one hand , rough notes in the other  inside a conference room

Boris Johnson  in the open air to large crowd in front of Buckingham Palace at the final thank you to Team GB Paralympics GB


No comments:

Post a Comment