The public are now aware of complementary therapies as they perceive the need to have a fit and healthy lifestyle. This is made available to them in many ways. You can set up a practice through existing beauty salons, health centres, health farms, leisure centres, or simply work from home. To capitalize on this growth area it is essential to use as many marketing skills as possible, and ensure that you promote yourself extensively.
It is imperative that the surroundings are conducive to relaxation; this is the first step in setting up your practice, regardless of whether it is a salon or a clinic in a fine building, with all the right staff. A lot of thought needs to be put into setting up the treatment room. Salon owners or managers, or complementary practitioners working from home, all need a well-run business regardless of size. This all adds to your professionalism. Overall management is down to you.
There are various factors that you need to know about when setting up a practice:
• Treatment room – it is imperative to find suitable space or premises with a serene and tranquil ambience. This can be a building or part of an existing practice, or even a room in your own home if it is suitable. There must be reasonable access to toilet and hand-washing facilities. Heating must be satisfactory, with adequate ventilation.
• Equipment – suitable equipment to work on includes a treatment couch or reclining chair.
• Insurance – third party indemnity is necessary; this covers a person not named on the insurance agreement but who will be protected by the insurance if there is an accident on the premises. Professional indemnity covers you against any litigation arising in the case of accidents during or connected with treatment.
• First aid – qualifications in or knowledge of first aid is most important if someone is suddenly taken ill (see Appendix II). A first-aid box is necessary in the case of minor injuries.
• Safety – a fire extinguisher is advisable but not compulsory in all premises.
• Administration – recording of daily affairs, appointments, treatments and financial accounts is essential. Accounts should include a record of debits and credits and all receipts. Tax laws can be complex and an accountant can often advise you to claim for the correct current amounts and percentages of purchases. Many expenses are subject to tax relief. You need to be aware of PAYE, which is the system by which income tax is deducted from wages of someone you may employ, and the self assessment system, and VAT liability.
• Certification – display all professional qualifications with pride; also display current insurance certificate and membership of any established professional body.
Professional image is of the utmost importance, not only in your uniform or outfits, but also in your business or appointment cards, your stationery, and your premises.
To get started in your practice you need to promote yourself; if people do not know that you have a service to offer they cannot take advantage of this facility.
You can put out some printed leaflets locally; the response rate is not usually that good, usually 2 per cent of output, but it can inform your local community that you have a practice in reflexology to offer. If you get a 2 per cent response from people who recommend you to their family and friends that is ultimately a much greater percentage response. Patient referrals are the best form of advertising.
Advertising in local newspapers, or your local directories, is also a possibility. It is a good idea to contact your local paper and offer a free treatment to someone who covers health issues for the paper’s editorial department as you are setting up in practice; in return you may get a free mention in the editorial pages.
Invite a few acquaintances, asking them to bring a friend, and give a short talk and demonstration. Leave some leaflets around explaining and outlining the treatment procedure. You can repeat this by asking anyone if they would like to do the same in their home, asking them to invite a minimum number of guests to make it worthwhile. In turn you can offer a free treatment to the host. Contact your local groups, the WI, the sports centre, or leisure centre; all are possible outlets or places that may like a presentation, while giving you the chance to improve your profile. Speaking engagements offer you the opportunity to explain to others about your practice and the facilities that you offer.
Most leading banks will offer services to help you set up your own business. It is not easy to set up any type of business, no matter how small. Planning is the keyword, and most business packs address all stages that you need to cover, from your original idea to the marketing plan. This includes knowing your market and how to promote yourself. The usual pack includes details on formulating a business plan, legal and tax obligations, even staffing and recruitment advice.
There are many organizations offering courses of interest to people who wish to start their own business. For any further information about starting up in business, go to your nearest Job Centre where they will also give you expert advice on contracts of employment. Each town usually has a local Training and Enterprise Council, and an Enterprise Agency if you require any more information.
While you are in business it is essential that you keep a detailed account of the amounts of money received or paid out on every transaction that takes place. This is the law, and also the details of your financial transactions enable the correct amount of income tax to be collected, and VAT if relevant.
Some of the terms you may meet in business administration are as follows:
• Net profit – this is the amount of profit after payments like income tax have been deducted.
• Cash flow – this is the movement of money to and from the business.
• A balance sheet – this is a clear statement showing how much money has come into a business, or goods that you have purchased that are of value and can be sold to pay a debt; these are your assets. How much money is paid out of the business is your outgoings; these go to cover debts that must be paid and are your liabilities.
• Petty cash – this refers to an amount of money specifically kept ready for making small payments for everyday purchases.
• Petty cash book – this is a book that is kept to record the date and amounts paid out from the petty cash.
• Standing order – this usually refers to an order to pay a set amount from your bank account each month or each year.
• Direct debit – these are usually requested by the person who requires the payment for a regular service or for goods supplied on a regular basis. For this you sign an agreement or mandate with your banking details on, which sanctions the request, so that the person can instruct your bank to deduct from your account the required amount of money. This is very useful if the amounts fluctuate as it saves you a lot of time and trouble.
• Lease – this is a written agreement made according to law, which enables you to have the use of premises for a set period of time, for which you are charged rent.
• Rent – this is an amount of money you may pay for the use of premises; this may be a room or a set space within another business, or a building.
• Franchise – this is the authorization by a producer of goods or someone who already conducts a successful business in a tried and tested way, given to you to carry on a type of business in a particular area, for which you pay a fee. A formal agreement is usually signed. Check with your local bank to see whether they have a franchise guide.
• Contract – this is a document or signed agreement on which terms and conditions are written. (One should never enter into or sign a contract until it has been read from beginning to end and you are entirely sure that you can fulfil all the conditions as stated.)
• Licence – this is an official document that shows you have permission to do something; this is often given and in return you make a fixed payment for this official permission.
• Accountant – this is a person who keeps or examines the money accounts of your business, and will recommend appropriate legal ramifications. A chartered accountant is a certified public accountant, a person who has undertaken and passed specified official examinations and has full professional recognition.
• PAYE – this is pay as you earn, a system by which income tax is deducted from your wages prior to you being paid.
• National Insurance – this is a system of insurance run by the government to which every employed or self-employed person makes set regular contributions; there are various classes of payment. This money is used to benefit those less able to support themselves because of age or illness.
• Tax – this is a sum of money paid in accordance with the law to the government in proportion to income earned, property, or goods purchased. It includes:
Income tax – a sum of money charged on one’s income, that is, money that is received regularly for work, or interest received on investments. Your local Inland Revenue office are always pleased to give any other information that you may require.
Value added tax – often known as VAT. If a company or business has a turnover greater than a set amount (the amount at the time of going to press is £46,000), a sum of money or tax is levied by the government for most of the business transactions over and above this set amount. The business has to register for VAT and charge it. VAT is currently standing at 17.5 per cent; this must be charged on all products and services sold, and it is similarly paid on all goods or services purchased from VAT-registered companies. It is imperative that a very detailed account of all negotiations is recorded. The VAT tax period is every 3 months, when it is necessary to fill in the appropriate forms, known as VAT returns. These record the amounts, and should the VAT exceed a certain level a sum must be paid to HM Customs and Excise. However, if this amount is far less than this level it can be reclaimed from HM Customs and Excise.
• Self-employed – this means you are earning money from your own business and are not being paid a wage by an employer; your tax and National Insurance contributions are usually calculated on your profits.
• Employer – this means you pay a person a wage to carry out required tasks or activities. They are a paid worker and you, the employer, have certain obligations. You are required to collect a proportion of the wage of an employee on behalf of the Inland Revenue.
• Employee – this means you are a paid worker; for this you receive an amount of money known as wages.
The following tips are good basic guidelines to get you going.
1. Make sure your treatment room is fresh and crisp. You do not need to spend a fortune, but it should be clean and airy.
2. Flowers or plants are good window-dressing aids; have a fresh display weekly.
3. Make sure the temperature is even (not too hot or too cold).
4. There should be an abundance of clean towels, one for each patient.
5. Antiseptic or wet wipes should be provided for freshening the feet or hands; also you may need to wipe your hands if you sneeze or blow your nose.
6. A tissue roll saves changing the pillows after each client.
7. Use a vaporizer or burn oils in a container; fragant oils are relaxing and soothing, which is all part of the therapeutic technique.
8. Play some soft music, but remember it should only be background sound. This also relaxes the client and can be quite uplifting.
9. A fan is a good investment; if the weather is too hot it is refreshing to walk into a fresh cool room. The other advantage is that if it is noisy outside you can close the window to keep noise to the minimum and still remain cool.
10. Finally, your image is most important, especially if you work from home. Remember, a patient may arrive on the wrong day, or they may turn up earlier than expected. Always leave sufficient time to prepare yourself, if you can try fit housework in between clients.
11. All utensils should be at hand, including talcum powder or corn silk powder, and cream to complete the treatment with a nice relaxing foot and leg massage, or a hand and arm massage.
Regardless of where you work from, home or local premises, you may need a licence to trade, as there may be some small clause in your property deed that has a restriction. You need also to check to see whether there are any local bylaws that may limit certain activities. Nuisance regulations may cover excess parking in a built-up area. Always contact your local Planning Office for further advice. There are many advantages to working at home: there are no travel costs, overheads are cut to the minimum, and many tax deductions are available. If in doubt, it is always advisable to have a business solicitor.
There may be local bylaws, or special rules laid down by some local authorities or local councils governing massage treatments. Often a licence is required to practise. Some councils insist on this for reflexology. It is your responsibility to check to see whether you require such a licence prior to setting up in business. Your Local County Council Trading Standards Department will give you advice on whether you need a licence for reflexology. Each county may have different rulings. This licence is usually required prior to giving chiropody treatment, massage of any body part, and in certain cases reflexology to any member of the public. If so, you will be requested to submit details of qualifications and any staff you may employ. References are often requested from two professional persons who know you and are prepared to give a testimonial of your character. Often an inspection of the premises is required, and occasionally there may even be a police check to ensure that you are of good character. Once you are approved by your authority a registration fee is charged and you pay an annual fee for this licence. However, you may get requests for periodic inspections.
Each country has its own laws governing the practice of some complementary therapies. It is each person’s responsibility to check for any legislation that may impede their work.
Each town or county in the UK usually has the following:
• A Health and Safety Executive
• HM Collector of Taxes
• HM Customs and Excise
• A Trading Standards Office
• A Department of Social Security (DSS), of which there are two agencies usually: the Benefits Agency, dealing with income support, sickness benefit and pensions, and the Contributions Agency, dealing with National Insurance contributions
• A Job Centre, where job opportunities are advertised, and advice is given on training and counselling services; some opportunities are available for the self-employed
• An Environmental Health Service, where advice is given on all health and safety regulations pertaining to premises, and also information that you may need regarding legislation and hygiene measures.
The general law of the land detailed below applies to England, Wales and Scotland. Other countries have their own legislation.
Criminal law discourages any harmful behaviour to the community as a whole, and this includes deliberate fraud, sharp practice and the use of unsafe appliances. In England, Wales and Scotland the courts can order compensation for personal injury, loss or damage to those who have suffered because of the actions or omissions of someone who may be negligent. Negligence is a failure of duty to care, for instance the duty of the practitioner to care properly, to accepted professional standards, for the patient.
Statutory law covers both criminal and civil law. A library will have detailed information on the various Acts of Parliament; those listed below are an abridged version of the most relevant ones.
These are regulations laid down by law to ensure the rights of the employee and the employer. It is the employer’s responsibility to provide a safe and healthy workplace. They cover:
1. Correct safety procedures (fire exits)
2. Health and safety policy to which all staff must have access
3. Regular training sessions in all aspects of safety procedures
4. Any equipment that is used, which must be deemed safe and must be regularly serviced.
Employees should adhere to the above and follow all safety procedures as laid down by their employers. Any equipment that may appear faulty in any way should immediately be reported.
This covers the duty for all employees to be trained in emergency fire procedures. These may include the following instructions:
1. Knowledge of all fire exits
2. Assembly point in the case of evacuation
3. Use of stairs rather than lifts
4. Closing all windows and doors, if possible, before leaving the premises
5. Not bothering about belongings
6. Types of equipment to be available on the premises
This covers the duty to ensure that all electrical equipment is regularly checked and dated. For instance, all exposed wires should always be reported and use of the equipment must be discontinued. A qualified electrician should visit annually to check plugs and wiring.
This makes it a criminal offence to describe goods falsely, whether written or spoken. This is applicable to many different kinds of description, including services.
This is a general set of moral rules and codes of conduct that a professional practitioner should abide by. Some ethical guidelines are as follows:
• Always conform to accepted standards of moral values and rules of conduct.
• Maintain professional confidentiality regarding patients’ case histories and other individuals at all times. This is of the utmost importance when dealing with more than one family member or their close friends and work colleagues.
• Refrain from criticizing or finding fault in the work of a fellow practitioner or any member of the medical profession.
• If a patient is having current treatment for the same condition elsewhere, encourage the patient to ask the medical or health care practitioner if they have any objections to the patient receiving treatment.
• Never recommend that a patient discontinues any drugs he or she may be taking; that decision must be taken by the patient and general practitioner.
• Never offer cures for specific conditions.
• Confine treatment to your own particular therapy; do not offer advice such as taking patent medications or other nutrients unless qualified to do so.
• Observe rules of conduct and standards as indicated by your governing body.
• When you accept a patient into your care you are obligated to give the most fitting treatment of which you are capable.
• Observe ‘good and safe practice’ at all times.
There is no quick way of learning how to be a professional person; this is attained over a period of time. However, there are some guidelines.
Give your patient your wholehearted attention; forget about the previous patient’s problems, and refer only to the present patient’s personal problems and their dilemmas.
Encourage your patients to discuss their interests, leisure activities, pastimes and other pursuits of relaxation, as they all play a significant role in the well-being of each individual.
Always wear some covering or other professional uniform. This protects your clothes and your professional image. White coats can put some patients off and make them a little apprehensive; a neutral colour is just as good.
Always make a point of washing your hands so that your patient is aware that you have done so, especially after blowing your nose, or if you change the limb or ear you are treating. It is good to talk, but do not gossip. Remember, the patient should be kept quiet. One should not enter into discussion on unethical topics.
Never get involved emotionally with your patient; this is unprofessional. Your behaviour and skill show your qualities of professionalism and high standards.
The following section provides some guidelines to help you to prepare for a presentation to a group of people. This can be two or three or even 1,000 people. Adhere to the following and you should have no problems.
The work on a presentation can be broken down into a number of stages:
1. Establishing your objectives
2. Analysing your ‘audience’
3. Making a preliminary plan
4. Organizing your material
5. Thinking about your manner and technique
6. Practice and rehearsal
7. Timing.
What are you aiming to do in your presentation? It seems a very obvious question but often we are so concerned with what we are going to say that we lose sight of why we are saying it. You need to think about both short-term and long-term objectives and tailor your presentation accordingly. You also need to think realistically about what you can achieve in the time available and what you can expect from your audience. You need to whet their appetite quite quickly, so it is best to keep your talk quite short.
What you say, and how you say it, should be tailored to suit the people to whom you are trying to communicate. This means thinking about their knowledge of the therapy. For example, a good presentation can go very wrong if you use over sophisticated methods with a very unsophisticated group. Analysing your ‘audience’ helps you to determine who to expect, which age group, whether it will be females only or a mixed group, and so on. This enables you to adapt the following:
• Your general approach and style
• The level of your presentation
• How much jargon, technical vocabulary, etc to include or omit
• How much supporting material to use, for example evidence, statistics, visual aids.
It is a good idea at this stage to make notes as a starting point to structuring your presentation. This includes the main ideas and concepts you want to put across and the general history of reflexology. Include a few case histories, and a brief demonstration. Then take questions from the floor. Before you commence, consider the following points. First, know your history, and have a few dates ready to show that it is an age-old therapy, with refined techniques. Think of the facts you want to use as examples, for instance a description of simple nerve pathways. Decide the emphasis you want to make, for instance reflexology as a natural non-invasive therapy. Consider other material you might use – statistics, evidence, etc, and possibly two or three case histories. Suitable material that might be appropriate for visual aids, for example, would be charts copied on to transparencies, or a photograph of a person’s foot showing hallux valgus. (This marked lateral deviation invariably indicates neck problems or shoulder problems.)
Even experienced speakers find it best to make notations of their ideas initially as they occur to them and to then sort them into some structure. A common device also is to sort the points into four categories:
1. What you must include – use only points that are necessary and essential.
2. What you should include – do not fabricate but only state true facts; remember, reflexology is not a panacea to all ills, only 90 per cent of them; give an outline of research to date.
3. What you could include – remember, certain points may become irrelevant if you follow a speaker who has spoken on a similar theme.
4. Organize your material.
The simplest way of constructing your presentation will be to think about the following:
• The opening
• The main body of the presentation
• The conclusion.
The opening is clearly essential and critical to get the group’s attention and make them immediately interested. You must also introduce your purpose and the main ideas you wish to put across. There are several options open to you here:
• Direct statements – you may begin your opening sentence with a phrase such as ‘I’m going to talk about’ or ‘My presentation is about’. With a direct statement you always appear to be plain speaking.
• Indirect statement – the alternative is to start with a sentence like ‘You may be wondering why I am speaking to you all this evening.’ With an indirect statement, however, you may often be meandering and the talk may appear drawn out.
• True to life examples or comparisons – case histories can be used to exemplify the treatment process.
• Using quotations – you may wish to add historical interest by including statements such as ‘Fitzgerald said…’
• Statistics – for instance, you may wish to make a comparison on price; by stating ‘The current cost of a treatment session is…’ and also quoting what it would cost for hairdressing or the cinema makes reflexology more desirable.
Remember not to overdo the introductory stage; it should take up no more than 5 per cent of your overall time.
The main body of the presentation should develop your ideas; here it is important to retain your audience’s attention and ensure that they are understanding your points. Visual aids may help, though not necessarily if they are too involved and not well prepared (see Visual aids). It will probably be important to give examples, comparisons and supporting evidence or be able to illustrate a point with a ‘story’. It is also worth bearing in mind that the ideas you want to be remembered may need to be repeated, possibly two or three times, and that this will be most effective when you present them each time in a slightly different way.
The conclusion needs careful thought so that it is fairly brief and concise while still rounding off the presentation smoothly. Summaries are useful and are a systematic way of concluding.
Your main aim is to enlist the group’s attention and interest. Again, analysis of your audience helps to determine the most appropriate style of delivery. Most people find that they develop a personal style with experience, but some feedback is essential in order to assess and improve performance.
Important presentations are definitely improved by practice and rehearsal before the event. This is not always possible, but where time allows a ‘run-through’ with a friend or partner is a great confidence builder and it also helps you to master the timing. A willing and helpful observer can also be an effective way of getting some feedback.
When full rehearsal is impossible, make sure you know exactly how you are going to begin and end your presentation. You need to ask yourself a few questions regarding your audience.
• Why are they attending this presentation or meeting?
• Are they used to listening to presentations?
• How many will there be? (So how far can you encourage participation?)
• Do they expect you to be formal or informal?
• What is their knowledge of the subject? Is it general or limited? Remember to make sure you know what level of technical or non-technical vocabulary to use to help their understanding.
• How open-minded are the audience and willing to accept the theme of the presentation? Be aware of atmosphere and be prepared to give another demonstration if needed. Or ask ‘Are there any questions so far?’
Any occasion must have timetables so that the arrangement of stated events can happen. This ensures that everyone who is booked to speak does so in their allotted time, thus allowing for the time of arrival and departure to be strictly adhered to, if a venue is reserved for a particular time.
1 Public speaking is a performance. It is important that you know how to use your voice, face and body to make yourself effective. Most speakers could improve their delivery. Note that the best preparation can be simply wiped out by poor presentation. Keeping it short and concise is the most effective way. Reflexology is not a subject that you can cover in 5 minutes. It is said that most listeners’ attention will drop after 15 minutes and usually reaches saturation point after 30 minutes, unless it is a lecture. Where appropriate it is often useful to say at the start something to the effect that you intend to keep the presentation short to allow more time for questions. Remember, most speakers are more interesting when answering questions than when lecturing.
2 Your general manner is most important. Try to be as natural as possible; make sure you relax (see here) and that you smile. Look directly at individuals and then traverse your audience. It is essential that you like and show enthusiasm for your subject; if you do not feel positive then the audience will not be able to. Your most important and interesting points should be at the beginning when you have the most attention. Limit yourself to four or five main points, getting to the point fairly quickly. Begin with opinions with which the audience will usually agree; this increases your credibility and the audience’s confidence so they will be prepared to listen to the rest. Show that what you are saying is relevant or will benefit the listener and always state the opposite point of view, as a heavily biased presentation is usually badly received. Show that you are aware of, and have considered, all other arguments.
3 Remember that the listener often finds it harder than the reader to take in a message. This is because they cannot take it in at their own pace, so it is advisable to keep the structure simple and the sentences short. It is important to repeat at least twice the concepts you wish particularly to strike home and be remembered. You must find ways to repeat yourself that are interesting and different – paraphrasing, giving examples, citing authoritative references, quoting, giving statistics and summarizing. You can say the same thing over and over in different ways.
4 Posture is most important as it adds to your presence; also it enables you to move or gesture with ease. In general, try to avoid looking stiff and making over exaggerated movements. Always stand unless your audience consists of less than 10 people. Stand with your feet slightly apart and keep the weight of the body on the balls of your feet. This enables you to move around without any stumbling, and it makes you appear more relaxed. Relax your arms, letting them hang quite loosely at your sides or put them behind your back. Traverse your audience as eye contact is a powerful persuasive tool. Each person listening to you needs to feel included and it is a good technique to move your eyes across the audience while speaking. If you are sitting remember you must still look around your audience and address them directly.
5 Too many unnecessary gestures can be off putting, and do not fiddle with your notes, chalk or pen, coins or your hair. If you are an inexperienced speaker or the audience is small, it is probably better that you keep gesticulations to the minimum. With a large audience, the non-verbal impact of gesture, or moving towards the audience, can be vital to compel the attention. It is a useful tool to express any meaning.
6 Voice production, quality and force of sound are particular to each individual person. When used effectively, the human voice can express every kind of feeling. If used correctly it can be powerful, holding people’s attention immediately. It can be a great aid to clarify the meaning of something. Inflection and modulation of tone are important, as is varying the volume level depending on the size of the area you are speaking in; if there is no variation in your voice it can be boring to listen to. Speak clearly, concisely, slowly and to the point. If you feel nervous then deliberately slow down, pausing occasionally to allow time for the audience to take in some of the finer details. Use your natural voice; do not try to speak with an affected tone. Use straight-forward language, avoiding sentences with a complicated structure. If the hall is large use a microphone rather than straining or raising your voice too high. If you are worried about your voice, form all the vowels, and give some additional attention to the consonants at the beginning and at the ends of words.
7 Do not overemphasize points inappropriately; tell the audience what is important by the way you say it, using your voice to show the importance of the meaning. If you dry up, try summarizing key facts. Think of your presentation as a conversation with the audience – speak to the people in front of you. Talk to them, never at them. Even when preparing the talk, try and think of it as a discussion with people you know. Capture their attention by using some humour, or short anecdotes. Avoid meaningless words or phrases. The beginning and the last sentences are the most crucial; they must be clear, resounding and striking. Many good speakers actually write these out and learn them even when the rest of the presentation is left entirely in note form. This always results in a far more effective and natural presentation.
8 Some mannerisms can be irritating, and may be distracting. They can also make you appear nervous. Try to avoid verbal mannerisms such as repeating the same word many times (like ‘you know’, mutters such as ‘um’ or ‘er’, ‘something or other’, ‘and so forth’, ‘all that sort of thing’ and so on). Also avoid phrases like ‘I could go on and on, but’, or ‘I will have to leave it at that for now’. These phrases are not necessary and can be quite irritating to the audience. Do not constantly clear your throat, and always have some water handy. Behaviour mannerisms can be equally off putting; for instance, men should not put their hands in their pockets and rattle change. Do not walk around too much, unless you are making a point.
9 It is good to have notes, but do not try to read them word for word. When written material is spoken aloud it can sound too highly organized. Use headings for each part of your presentation. Do not try to conceal your notes, hold them at waist level to avoid dropping the eyes too far, glancing up from time to time, so that you do not break contact with the audience too much.
10 Timing is important. If you have been given 30 minutes, keep to it. Make sure you can see the time easily; if you cannot see a clock, put a watch on the table or somewhere convenient, or get someone to give you a 10-minute time-check. Mark time check-points in your notes. If you digress, do not rush in order to cover everything else in the time; it is better to omit the less vital points. Always adjust your presentation to suit the audience reaction. When you say ‘Finally’, make sure that it is final.
Taking questions from the floor can be more nerve-racking than making the presentation. However, it is an excellent way of making contact with an audience and meeting their needs more thoroughly. It gives your listeners a chance to participate, especially if you are worried about the level of interest or of comprehension, and questions can give you some valuable guidance. They give you feedback, but remember that if indifferently handled then questions can diminish a good speech. However, well-handled questions can improve the content immensely.
Decide at what stage you wish to take questions. Some people feel comfortable about being interrupted and allow questions to be asked at any stage. If this is so, tell the audience at the outset. Sometimes, it may be appropriate to generate questions after each section to help understanding. Again, make it clear how you wish to operate as you may wish to deliver your speech in its entirety before handling any questions. Again, say so at the beginning.
Make sure that everyone knows what the question is. It is a good idea to repeat it as it may have been inaudible or badly phrased and this is particularly important if you have a large audience so that everyone is aware before you answer. By repeating the question clearly, this also gives you a little more thinking time. Ask yourself, Why is the question being asked? Do I understand the question? Has the rest of the audience understood? If it is a technical question from a professional audience, translate any jargon for the benefit of the rest of the audience and take advantage by passing it back to the person to answer, saying, ‘You are the professional, what would you do?’; you may be able to use the question to advantage in reinforcing one of your points. Be wary of allowing a single questioner to dominate the proceedings, especially if she or he has a particular axe to grind. Keep to the point, and be short but not abrupt. Be friendly, and firm but fair. Avoid ever being aggressive or personal. If the questioner is aggressive, then try to keep composed but look directly at the person when speaking. With sarcastic questions, do not be drawn but try to take a light-hearted approach or throw them back to the audience for their comments. Always acknowledge a good question, whether it is good in its own right or because it helps you make your point.
Do not let the questions digress too much. If irrelevant issues are being raised, then tactfully indicate that you would prefer to stick to the subjects covered in your talk. Unless the answer is simple, always think before responding on another theme. Be sure that the questioner is satisfied. This makes sense, builds up goodwill and gives you more credibility with the audience. Look over the audience’s heads or drop your gaze while reflecting. Be clear about what your personal views are. Do not fix your gaze constantly on the questioner when replying, but look at the beginning of a row and at the end. Do not forget those in between; by traversing the audience you involve the members in the answer.
If the question is on policy, or is ‘sensitive’, state your position and say something like ‘I am not able to go into any detail on that at the moment unfortunately’. Whenever dealing with areas of policy, there are three courses of action:
1. You can agree; there is little difficulty in this.
2. If in doubt and you don’t know the answer, do not bluff. It is much better to admit the fact. If you ought to know the answer then offer to find out; you can advise them at a later juncture or in writing. Alternatively, you could try throwing the question back to the questioner or to the audience in general, saying, ‘This is an excellent question, would anyone like to answer it?’ For anyone who is totally sceptical or doubtful, you should aim to stress the common ground between you, and appealing to reason should suffice.
3. You can openly disagree. You must, however, try to make the audience appreciate your point of view by providing some evidence and examples. If this fails and you feel it is important to persevere, open up a further dialogue and aim to explore the questioner’s views and feelings. Counter-questioning can be a useful strategy for handling objections and helps to get you off the defensive, although it should not be overused. Always reserve yourself the right to offer to answer a personal question individually after the session has finished.
Summarize by involving the whole group wherever practicable, and giving a short general account.
This is apparatus that can be used to enhance even the smallest presentation; for larger presentations it is essential. We absorb information mainly through two of our five senses in the following proportions: hearing makes up 10 per cent, while sight makes up 80 per cent, with taste, touch and smell making up the remainder. In reflexology we use four of the five senses, the latter two being as important as the former two. Audiences are often almost entirely dependent on hearing to get the message of a talk. Therefore, the visual aid is a vital additional tool for the speaker, helping to make points clear to facilitate and augment the retention levels of the listeners.
Seeing something is also helpful to reinforce learning and remembering. The advantage in using a visual aid to reinforce, supplement or clarify a message is that the audience is more likely to remember what it has seen as well as heard. If there is something to look at it also adds a certain amount of interest and variety to a presentation.
Visual aids are also time savers; just one picture can be worth its weight in gold, and certain points can be emphasized more strongly. Some may be difficult to convey verbally. If you have a lot of material, then visual aids can be used to pull out or summarize key issues. Boards or overhead projector slides can be designed to take the audience step by step along a line of thought, building up their understanding gradually. Good, attractive visual aids can help to maintain interest; audiences like them and they can be self-prepared using fibre- or felt-tipped pens, Letraset or adhesive coloured plastic. Transparencies can also be made from photocopied material provided the detail is clear.
There are disadvantages, however. Good visual aids need time and care to prepare, and some may require special materials and skills that you do not have. Many businesses or copy shops have the facility to produce colour transparencies, however. Too much visual material can be distracting. Being reliant on ‘technology’ also has its disadvantages and can be problematical, with bulbs blowing or machines breaking down. Always set up and check electrics in good time; preferably check equipment operation in advance to avoid embarrassment. Also make sure you have a spare bulb.
The following are the most commonly used visual aids:
• Good old-fashioned chalk and blackboard – this is perhaps the most versatile. Or you can use the white board and felt-tipped pens.
• Overhead projector (OHP) – this projects a transparency on to a wall or screen behind the speaker. Transparent acetates are used, either in single sheets or fixed in a cardboard frame or surround, and sometimes on a roll attached to the machine on the glass top. The advantages of OHPs are that they can be used in a room that is dark and the speaker can still face the audience. Nevertheless, skilful use still takes a little practice and the machine should always be switched off when the visual aid is no longer being referred to, as the noise from the equipment, and the visual aid itself, can be distracting.
• Projectors – this apparatus enables you to project film or pictures on to a surface. A carousel of slides is helpful. These can be worked through quickly to give an overall view or at more length to give a detailed discussion of specific photographs, ensuring that the details are large enough to be clearly seen.
• Foot or hand charts, and other posters – these should illustrate what you are describing, and they attract and arouse attention.
• Demonstrations – these are useful if you can get somebody to act as a model. They help you explain or show how a reflexology movement is made, how you obtain a response to an area that you may have palpated on and you know may be out of balance, and other points. This is more advantageous than anything else to get your message across. You can also ask the model for comments and impressions.
In conclusion, we can see that visual aids are a powerful means of getting information across. But thought must be given to how they can be made to work for you, because they certainly can also work against you. This means careful planning, preparing and rehearsing, always bearing the type of audience in mind. Above all, remember that they are just a support to aid communication, not a complete explanation in themselves. They will not always make your point, but they will help you to confirm it.
Good notes should contain: the first sentence, the last sentence, and key words. They should be written on cards. Use one side only, with one theme or idea per card. Each card should be numbered. Each card then can be put at the bottom as each separate theme or idea is completed. This allows flexibility if time is short, as less important themes or ideas can be missed if necessary. Cards are convenient as they can be held quite easily at waist level.
Always make sure of the name of the place where you are expected, and exactly where it is. Check how you can get there. Check also how big the venue is, and where you will be in relation to the audience. Ask questions such as: Will you be on a stage or rostrum? What is the seating arrangement for the audience and for you? On the day, make sure you arrive in plenty of time; it is better to be too early than late.
Check arrangements for equipment: are you providing it, or is it being provided? Are the technical details thought through, for example the distance the electrical equipment is from the sockets? Check that it works and that you know how to use it. On the day, ensure that there are no trailing wires to trip over. Check the layout of the room, move the chairs and move tables or equipment if you want to. Ask people to move if you feel it will help the layout. Finally, check that any aids you may need, like papers, pens or board cleaners, are all to hand.
A final checklist is as follows:
• Have you got your visual aids?
• Have you got your notes?
• Have you got a watch or clock you can see?
• Do you feel you are dressed appropriately and comfortably?
• Have you had time to rest beforehand?
• Have you had some fresh air?
• Have you had too much to drink (alcohol)?
• Have you got something to drink (water)?
• Have you planned to arrive in time to look at the room?
Having checked all these objectives, probably some of them several times, you should have allayed a whole range of very real fears about what could go wrong. Regardless of how many times you may speak, there is always the chance that something unforeseen may happen. These thoughts can plague you and sometimes they will not go away; this psychological response needs to be addressed by calming yourself down, as there are certain things that are out of your hands. Use the relaxation techniques below to help allay any unnecessary anxieties. These are techniques you may often suggest for others but rarely use yourself.
Most people feel nervous before any sort of presentation, even an informal one. In fact sometimes this can be an advantage, as the adrenaline can help prepare you, but equally it can leave you dry mouthed and panicking. So it is most important to make allowances for your own nerves. Frequently it is the most informal of speeches, such as a presentation to a retiring member of staff, a short speech at a wedding, the acceptance of a gift, or a simple vote of thanks, that is the most nerve-racking. Nevertheless, as stated, a degree of nervousness provides energy and zest, which, if correctly focused, can provide the drive to make a presentation more effective.
To calm yourself, either do deep breathing or rest with your eyes closed, maybe with pads of moist cotton wool over the eyes; this feels wonderful for a few quiet minutes. A quiet walk taking in the fresh air is also most beneficial. Clenching and unclenching your fists, or shaking your hands and arms briskly or running on the spot as you might do on a cold day, all help release tension. Drop your chin to your chest to stretch out your tight neck and shoulder muscles.
Just prior to speaking try to relax, using whatever method above suits you best. Try to drop your shoulders so that you relax your neck muscles, and clench and unclench your hands again and again to relax them. If your mouth feels dry then have a drink of water or suck a sweet. Unless your audience consists of less than 10 people, stand to give your talk as this helps your breathing and your voice.
Last of all, just remind yourself that this is not actually a matter of life and death; you have probably chosen to do this, and think how good you will feel when it is all over. A useful point to bear in mind is that you are not the only nervous person in the room. The audience also is, at the least, apprehensive. They are often apprehensive on your behalf, because, even in situations where they might be hostile or in disagreement with what you have to say, they none the less will want you to say it effectively. As you warm up and become more confident they will feel more relaxed about your presentation and listen more intently to what you are saying. They may argue with you but that may be one of the responses that tells you that you are starting to get your message across.
A good way to ensure that your audience remembers the main points of your talk is to provide handouts. Here are some pointers:
• Decide what your audience may need from the handout. The simple way is to take the observations from giving a presentation, in terms of what they must know, should know, or could know.
• Know your audience as it helps to have some idea of their previous level of knowledge or educational background.
• Always use a clear and simple style. Try to write as you talk, using short sentences. If in doubt, put a full stop and start a new sentence and keep to short paragraphs. Use diagrams or illustrations and examples only if necessary to make your meaning clear.
• Decide on the layout as the finished product must be pleasant to look at. Use both lower and upper case writing, as this gives impact. Leave a space clear all round the page and enclose it in a frame. Leave plenty of space between paragraphs or sections. Avoid too much underlining or the use of too many capitals or different fonts for emphasis as this can be visually confusing. Use boxes to emphasize key points.
• Decide on the method of duplicating copies. The final decision may depend on quantity, as one method may be cheaper than the other, if required in large quantities.