Keynote Presentation

keynote presentation

The Ten-Minute Business Keynote Presentation That Get Referrals

If your networking or business group invites you to give a ten-minute business keynote presentation, do you know what to say to get more clients and referrals from the opportunity? What if you sponsor an event for your key clients and/or referral partners and need to give them a short presentation. This presentation style is also a great idea if you have an open house or a thank you program for your partners.  If you are providing a nice spread of food, and other incentives to visit, they will be expecting you to share how they can help you.  This keynote is a way of doing so without asking them to spend more of their own money.

Over the last few weeks, we’ve explored three types of one-minute sales pitches: the basic presentation formula, the “did you know?” speech that’s designed to showcase your expertise, and the “who do you know?” version that encourages people to send you more referrals.

This week, you’ll discover how to take that foundation and turn it into a persuasive and captivating ten-minute keynote presentation that makes your listeners eager to work with you. You can combine two to three of your favorite one-minute topics into your keynote presentation.  We will give you an idea of how to combine and expand them in this blog.  One important note – don’t tell people what you do for ten minutes.  Tell them stories about how you help people and the types of people that you like to work with.  One of my favorite Ivan Misner (the founder of BNI) quotes says it best -“No one knows how much you know until they know how much you care”.  Make sure this comes out in you keynote presentation.

The 10-minute business keynote presentation:

This presentation is a hybrid of the sixty-second sales pitches, combined into one longer, more comprehensive presentation.

Here’s a formula you can use for your ten-minute business keynote speech:

Step 1: Have another member introduce you.

When you’re introducing yourself, don’t.  Follow the format for an introduction from a member of the group.  This introduction will establish you as an expert to be listened to.

Step 2: Start with a “did you know?” into to your keynote presentation.

After you introduce yourself, share a few interesting and attention-grabbing facts that are related to your service, product or industry.

These facts should be things that your listeners care about, that have an impact on their lives, and that aren’t common knowledge.

Step 3: Tell them how your product or service is relevant in light of this fact.

If you shared a fact about how your clients might be losing money, how do you keep them from losing money?

If you told them about a common household item that can make them sick, what should they use instead?

This is where you show your expertise by demonstrating that you know the solutions to the problems you just revealed.

Step 4: Tell them about a client whose experience exemplifies the fact you shared.

Now it’s time to give an example of someone you helped, how you helped them, and how they benefitted from that help.

If you have permission to do so, you can use the name of the person or company; if not, respect their privacy and give an anonymous description.

When you’re telling this story, start with the pain the client was experiencing, and describe it in terms of the symptoms people would notice and care about.

For example, if you’re a relationship coach who helps heterosexual women to attract better partners, don’t say “she had false beliefs about relationships and negative emotional patterns that were attracting people who matched those patterns”.

Instead, say, “She didn’t feel like she was good enough to attract and keep the kind of loving, mature man she wanted.

“No matter how hard she tried to screen her dates, she kept finding herself in relationships with men who put her down, didn’t respect her opinions or needs, and tried to control her and make her feel like she wasn’t worthy or capable of making her own decisions.”

Then tell them how this person found you. Was it through your website? Your social media? A webinar, a cold call, or a referral? Something else?

Next, tell them how your product or service helped the client solve her problem. What was the process you took her through, and how was it different or better than the other solutions she’d tried without success?

Then, talk about the results you helped her get. As with the pain points, describe the results in terms of the specific day-to-day experiences she had, so your audience can readily picture and either desire or identify with the scenario.

If you can add specific dollar amounts and timeframes, that helps to make the transformation and value more concrete and easier for people to wrap their heads around.

For instance, you could say, “Within three months, she noticed that the men she was dating were treating her with more love and respect. They weren’t trying to push her to do things she didn’t want to do or insulting her appearance, opinions or judgment the way her past suitors did.”

In a ten-minute keynote presentation, you can go into more detail than you could in a sixty-second sales pitch.

I recommend that you use that opportunity to explore some of the additional ways in which your client’s problem was hurting them, how your product or service is different from the other options that don’t work, and some of the side benefits that resulted from your efforts.

To return to the example of the woman who kept getting into bad relationships, it most likely wasn’t just her love life that was suffering. Her health, her self-esteem, and her bank account were probably also being harmed.

She might have been spending money on medical care for stress-related problems as a result of her painful relationships, paying her irresponsible boyfriends’ bills, and missing out on business or career opportunities because she was unable to give her best performance.

After working with a relationship coach and starting to attract better men, she probably felt healthier, more energetic, and more capable.

Her income likely increased because she had healthier relationships with her boss, coworkers or clients, and she was probably spending less money on medicine and other people’s bad decisions.

By helping people to see all the damaging side effects that your clients’ problems cause, and all the side benefits your solution gives, you show them just how important it is for people to work with you.

Step 5: Share your “I help” statement.

Now that they know who you are, tell them who you help, what you help them do, and how you help them do it.

Here’s an easy, effective template for your “I help” statement:

“I help (target audience) to (outcome they want or action they want to take), so they can (benefit of the outcome you offer)”.

Here’s an example of a statement that follows this template:

“I help women who are sick of attracting abusive, unhealthy partners to meet and marry mature, loving, respectful men, so they can enjoy the peace, security, passion and partnership they’ve always wanted but never had.”

This description should be self-explanatory even to a layperson, and specific enough that they can instantly think of the face of a person who meets that description.

Because humans are so naturally visual, it helps if you have a visual aid, like a poster, slide, product or flyer, to help people clearly picture what you’re offering.

On top of stating who you help, you can also use the extra time a ten-minute business keynote provides to explain WHY you help them.

What made you passionate about helping people in this area? How did you get good at it, or discover the products or knowledge that you sell?

Step 6: Identify the other prospects you’re looking for.

Now that they know how you help people, give your audience an opportunity to empower you to help more clients.

Tell them, “I want to help even more people to (result you help them get) this year, so I need your help to expand my business. Who do you know who…”

Finish this sentence by describing a few of the defining traits of your ideal client. For instance, you could say, “…wants to marry a mature, loving man, but keeps on attracting immature and abusive people, and doesn’t know what she’s doing wrong?”

These traits should be noticeable symptoms that your listeners can see or hear in the people they interact with, as opposed to invisible root causes that they might not be aware of.

Step 7: Tell them exactly how to make the referral.

Don’t make people guess how to do your marketing for you. Tell them in specific, actionable terms.

The relationship coach in the example above could say, “If you know a woman who’s in that position, please tell her, “I know a relationship coach who’s helped dozens of women to stop attracting abusive jerks, and to start dating men who love them, respect them, and want to marry them. “If you want to talk to this person and see if they’re a good fit for you, I’ll introduce the two of you via email so you can schedule a time to talk.”

If you provide a script that your referral partners can use, they’ll be able to explain your offer better, and they won’t be prevented from making a referral by not knowing what words to use or what steps to take.

Are we there yet?

Since a ten-minute presentation gives you more time, you can describe more than one category of client. If we have spent three to four minutes on this first story We can add another story and repeat steps one through seven.

Use this opportunity to describe the Bread and Butter clients who need your most basic offering in perhaps your first story,  but switch to your Cream clients who purchase a larger item, or your Dream clients who buy your highest-ticket product.

For example, the relationship coach could help women who are struggling financially, and who would rather do the work themselves, through an educational ebook that helps them to stop attracting abusers.

After they’ve used the knowledge in the book to improve their relationships and finances, they might be ready for the next step in your funnel: a group program that helps them become the kind of healthy, happy woman who can attract and marry an amazing man.

And once they’re married, they might need your best program: a three-month course that helps them to keep their marriage loving and passionate, to raise their kids to be happy and successful, and to reach their career goals without compromising their marriage or neglecting their children.

While these three clients can be the same person in different stages of their life, that doesn’t have to be the case.  But you can describe how one leads to another, either through the sequence of a person’s life or perhaps when the child who buys the starter home refers the realtor to their parents.  They may be buying a much larger home or vacation property. Or they may be downsizing and the realtor will get both transactions form the parents.

If you give them excellent service and results, a Bread and Butter client might refer Cream and Dream clients to you.

 

Tip to remember – Be sure to provide your bio before you deliver your 10-minute business keynote.

Some groups and events will want to introduce you before you start your presentation. In these cases, it helps if you provide them with a thirty-second bio they can use to tell the audience who you are and why they should listen to you.

This bio should tell them:

  1. Your name and what kind of professional you are. For example, they could say, “Sarah Jones is a relationship coach”.
  1. How long you’ve been in business. This tells people how much experience you have, and adds to your credibility.
  1. Some of your business experience and other credentials. Are you the leader of any groups? What kinds of results have you gotten for your clients? Do you have years of experience in another field in addition to your primary business?
  1. Something about you that’s relevant to your field or topic, and that people are often surprised by.
  1. A hope or dream that you had as a child – preferably one that your current line of work helped you to fulfill.
  1. A brief glimpse of your family – for example, “Sarah is married to her husband, Joseph, and has three grown children who are all running businesses they love.”
  1. Something that you believe is the secret to your success.

Keep this bio authentic, relatable, and short enough to be delivered in half a minute.

Ready to use your presentation series and ten-minute business keynote to get referrals and clients?

Visit a BNI Chapter

In BNI, we give all our members the chance to present their offer to the whole group, so instead of talking to every person one at a time, you can connect with the entire room in just a few minutes.  More importantly, at BNI we provide more in-depth education on how to do many different types of keynote and one-minute commercials.  In fact, members of BNI tell us that the education that they receive on topics like these is a key benefit that they did not expect to get when they first joined their chapter.  As a visitor, you can not give a keynote, but you will get to see at least one keynote at every meeting.

We also have systems to encourage every member to give and receive referrals, and this system closed over 11 billion dollars in additional sales in 2016! If you want to improve the lives of more clients and fellow business owners, and to increase your own income, time freedom and quality of life, we’d love to see you in our next BNI meeting.

Click here to find a BNI chapter near you!

Image Credit – Adobe Stock

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