Ending Your
Speech with a Bang
In this final chapter I focus on how to end your speech or presentation with a memorable conclusion, the most effective way to handle the question and answer segment following your speech or presentation, and how to deal with hostile questions from audience members without losing your composure. Finally, I share another type of speech you may be asked to give in the future—the impromptu speech.
Throughout the book I’ve talked about the importance of your speech or presentation’s structure—the introduction, body, and conclusion. All communication—a staff meeting, phone call, casual conversation, formal speech, and business presentation—must follow a logical order.
Would you call someone on the telephone and start off by saying good-bye? Of course not. Your conclusion needs to serve as a review of your message. It’s 10 percent of your total presentation, regardless of its length. Audience members tend to remember the last words they hear you say, so it’s vital that your key message or messages are restated in your conclusion.
In your conclusion, repeat the purpose of your presentation, summarize your key points, and give the audience a “call to action.” It is important to tell participants what you want them to do with the information they learned as a result of your speech. However, in my career as a public speaker, I have heard many presenters begin their conclusion with the following phrases:
• “In conclusion . . .”
• “Let me summarize . . .”
• “Let me quickly review . . .”
• “In summary . . .”
The problem with this approach is that most audiences tune you out the second they hear these phrases. Remember this key phrase: “Don’t say what you’re going to say, just say it.” Here are five methods and examples I use to keep my audience fastened to their seats as I end my presentation.
1. Verbally list your points. I use this method with one of my most requested keynote speeches, “The Seven Aspects of a Dynamic Presentation.” At the conclusion, I review the seven aspects along with tips for each one. For example, I start off by saying, “As you can see, each of these seven aspects plays a key role in your presentations. Now let’s quickly review each one of them again.”
2. Summarize your points. When you are ready to summarize your points, highlight the introduction and body again.
3. Tie it together. As you put the finishing touches on your speech, make sure your presentation comes full circle by relating your conclusion back to your introduction. For example, “When I began my session today I identified several objectives for this course. Let’s go back and review these objectives and see how they all tie together.”
4. Refer to your purpose. Every speech has a purpose, whether it’s telling your audience how to build an object, persuading them to join a group or buy a product, or informing them about a specific piece of information. For example, “Remember the purpose of my presentation today was to demonstrate how proper preparation is the key to delivering a successful presentation.”
5. Close with a quote. Closing with a quote leaves the audience with a visual image of your message. For example, when referring to the importance of preparation, I have closed many speeches with this quote: “Remember, the willingness to win is worth nothing unless you have the willingness to prepare, so prepare, prepare, prepare.”
Although your conclusion is short, its significance is important. This is your last chance to drive your message home and leave a lasting impression.
In some instances I combine my closing remarks or statements with a theatrical closing, one that involves props or even a costume. When I do this, each time an audience member picks up that object they are reminded of my presentation. Here is one example of an occasion where I used costume and props.
In Day 3 I discussed a motivational speech I gave to a sales force at Mt. Snow in New England. Since the setting was a ski lodge, I thought it would be effective to provide a more dramatic closing, one the group would remember but also one that would drive the message home. I asked, “How many in the group can relate the ability to speak on their feet to skiing down a mountain?” I then donned a pair of ski goggles and talked about the importance of wearing your goggles. Next came a funny-looking ski hat with bells on it, and I talked about the importance of a hat. I took a sheet of paper with the number 1 written on it and tied it around my neck, to simulate that I was in a competition. I then quickly asked the group, while pointing to the 1, if they would pick anything different. Finally I put on my ski gloves and positioned myself as if I were ready to ski down the hill and said, “The perfect moment.”
At this point in my closing, I’m standing in a business suit wearing ski goggles, a stupid-looking hat, gloves, and a racing number hanging from around my neck, and the audience is laughing hysterically. I then use these props to compare speaking with skiing.
Picture yourself facing down the hill (the hill of speaking), and as you start off, you fall. What do you do? You pick yourself up and start again. How many of you have tried to give a speech and failed? What did you do? You try it again.
You start down the hill, and again you fall. You look around to see if anyone saw your blunder, and a little kid skis by and says, “Hi, Dad.” Once again, you pick yourself up, and after a few practice runs, you stop falling. Later that day you feel more confident, so you say to yourself, I don’t need these gloves, and you remove the gloves. A little while later you decide you no longer need the goggles, and off they go. You soon realize it’s not as cold out as you thought and you don’t need the hat. Why? Because “you’re number one.”
At this point I rip off the paper sign and hold it up.
You may be asking how this helps with closing a speech. Here’s how. As a public speaker, you face your own speaking challenges, and as you attempt to go down bigger and more challenging hills, remember one thing: Just because you fall down does not mean you are not facing in the right direction. The more you go down that hill, the better you become. The same occurs when you give a speech or presentation.
Treat each speaking opportunity as a downhill race. Sometimes you fall and sometimes you don’t, but remember, get back up (speaking, that is) and try it again until your confidence has you winning the race.
Here is why this is an example of an effective speech conclusion. Not only did I compare skiing to speaking, but I used actual ski equipment as the method to “paint a vivid picture” in the participants’ minds, one they won’t forget.
Many presenters dread participating in a question and answer (Q&A) period following their presentation. I, on the other hand, look forward to a good Q&A session. It is during these periods of exchange that the audience has the opportunity to ask questions about my topic.
To prepare yourself for the Q&A session, let’s review eight steps.
1. Listen to the entire question. Too many speakers do not take the time to really listen to the question. Sometimes they start answering the question even before the participant finishes asking it. If you don’t listen to the entire question, you won’t give the appropriate response.
2. Repeat the question for the audience. To ensure you correctly heard and understood the question, repeat it for the audience. This approach accomplishes three things. First, it makes sure everyone in the audience heard the question. I’m sure you remember a time when you attended a Q&A session and didn’t hear the question. Instead all you heard was the speaker’s answer, since he or she was miked. Second, repeating the question allows you additional time to evaluate the question and plan your answer. Finally, should you misunderstand the question, this gives the participant who originally asked the question an opportunity to correct you and repeat or rephrase it. Don’t be afraid to ask a participant to be more specific with a question.
3. Credit the person asking the question. For example, you can say, “Thank you, that was a great question,” or, “That is a question many people have asked me.” You get the idea. One word of caution: When you do thank a participant for asking a question, make sure you extend the same courtesy to every member with a question.
4. Give an honest answer. If you do not know the answer to a particular question, don’t lie or fabricate a false response. Be honest and say, “I’m sorry, I do not have an answer for that right now. May I get back to you on it?” If you are honest, your audience respects your candor and won’t lose faith in your presentation. Make sure you get the name and phone number or e-mail address for the audience member you need to follow up with.
5. Bridge to the next question. After you answer a question, say to the participant who asked the question, “Did that answer your question?” or “Was that the type of information you were looking for?” Once an audience member gives you the nod and says, “Yes,” this gives you permission to move on to the next person. Even if you don’t completely answer the audience member’s question, the fact that you received permission to move on to another question shifts the responsibility away from you and back to the participant.
6. Request that the participant stand. By asking the participant who is asking the question to stand, you are able to see the person directing the question at you and you may deter a participant from pursuing a hostile approach with the question.
7. Provide paper for questions. Many people are not comfortable standing up and asking a question. They would much rather write down their question and let you read it. Offer the audience index cards and encourage them to write down their questions during the presentation or during a break.
8. Write down the questions. Have a pen handy to jot down questions in case you are unable to answer one or more and want to get back to the participant’s question at another time. One word of caution: Do not tell a participant you will get back with an answer if you have no intention of doing so.
The silence at the end of your speech or presentation is deafening. You can avoid this silence or at least lessen the void by using the following strategies.
• Take an informal survey. For example, ask the audience, “How many of you came with different expectations about what you would get out of today’s program?” “How many of you actually found that today’s session provided the answers to your questions and more?”
• Pose your own question. Here’s one way to create a question. Omit an obvious part of your speech, such as a statistic or solution to a problem. Then create a question in which you can present the information in the answer, such as “Do any of you know what the federal government says [or has done] about this issue?” Then go ahead and elaborate.
• Select an audience member ahead of time to ask the first question. Arrange with the meeting planner or event chairperson to select one participant to ask the first question (or do it him- or herself). This gets the ball rolling and helps the audience feel confident about posing questions.
There are times when an audience is hostile or you anticipate tension following a presentation on a controversial issue. Here are strategies to use when dealing with hostile questions.
• Listen to the entire question. While listening to the question, try to identify the real issue the audience member is addressing.
• Depersonalize the question. Rephrase the question in a less hostile tone or within a more neutral context. For example, if a participant says, “What makes you an authority on unemployment?” you can depersonalize the question by rephrasing it: “Let me begin by telling you how long I was unemployed before becoming a public speaker.”
• Dissect. Hostile questions often come in multiple parts. Break up the question or dissect it into parts by responding to the part of the question that is easiest for you.
• Look at someone else in the audience. This is the one time you do not have to maintain eye contact with the person asking the question. Here’s why. Many people who ask hostile questions are seeking attention, and by not looking at them, you do not give them the satisfaction of knowing they’ve hit a nerve. Also, by speaking to the rest of the audience, you can focus on your side of the confrontation.
Often hostile questions spring from strictly black-and-white or for-or-against perspectives or attitudes. Your objective is to enable your audience to see the many shades of gray that exist with respect to most controversial issues. If you have built your presentation on solid facts, your message is even stronger once you have responded professionally to this confrontation. You need to have all the facts and figures ready for instant recall.
Here is my list of the best ways to handle opposing viewpoints.
1. Make certain you have been understood. Restate your position so that it is clear in the audience’s mind.
2. Be poised. Shift the focus from the point of conflict toward the more fundamental principles on which the group agrees. Help the audience agree with you on principles and indisputable facts, and they will readily agree with you on points in the rest of your speech.
3. Illustrate the common goals of the audience, the organization, or yourself. Clarify the problem or argument from the audience’s point of view. Change their view of the situation from a black-and-white standpoint to one that allows for shades of gray. Do this in a helpful, informative manner. Never become argumentative.
4. Encourage your audience to look at all sides of an issue. Many times when audience members feel negatively about a topic, they are focusing too strongly on isolated aspects of the issue. Using facts, statistics, quotes, and citations, encourage them to look at the issue from all sides. Use clear examples that the audience understands.
5. Tactfully refute the opposition. Counter the opposition’s arguments that already have convinced your audience. Do it in a nonthreatening manner. Avoid statements that may be interpreted as a personal attack on your audience or their association. Illustrate ways in which adopting your viewpoint is more helpful to them personally than if they choose to follow the opposition. In other words, appeal to their self-interest.
6. Be truthful. If you bend the truth, you almost always get caught. Play it straight, even if your position seems momentarily weakened.
7. Be friendly. Always control your temper. A calm, cool speaker creates an aura of confidence. When the participant is hostile, respond as though he or she were a friend. Any attempt to put down or belittle your participant with sarcasm immediately draws the audience’s sympathy away from you.
8. Be fair. Take questions from every side of the room. Don’t limit yourself to front rows, and don’t let one person monopolize your time. Ask the audience, “Does anyone else have something to say on this subject?”
9. Watch your body language. Don’t place your hands on your hips or point at the audience. Both of these are scolding poses, and they give you the appearance of preaching.
10. Quit while you’re ahead. Don’t exceed the allotted time. Keep an eye on a clock or have someone signal you. You have the power to close the presentation whenever you want.
After my clients give a speech, I meet with them to review how their presentation went. One of the most important parts of this debriefing is to review how the Q&A portion proceeded, especially difficult to answer questions. Following are five such types of questions audience members may ask during a presentation.
1. The question is off the topic. There are times when you may be asked a question that is not related to your topic. If this happens, tell the audience member that you would be happy to discuss the questions after you finish your presentation. If it’s related to a topic you will cover later in your presentation, tell the person you will review that topic shortly and ask him or her to wait until that point. Usually most audience members don’t have a problem. However, in some cases the person asking the question insists on getting an answer right away. I tell the person I have no problem taking the time now to answer the question, but I ask the audience how they feel about it. “Do you mind if I answer this gentleman’s question now, or would you rather I wait until later?” With this approach the group, not me, decides. Depending on their response, I either address the question immediately or wait.
2. An audience member asks an attacking question. With any question that appears to attack you as a speaker, first and foremost, remain professional. Do not lash back at the person and attack or you will alienate yourself from the rest of the audience. Remember, the important thing is that people may not be attacking you personally but taking issue with your topic. Instead ask the person to repeat the question to make sure you understand what is being asked. By doing this, you are stalling for time so you can formulate a defense. Then rephrase the question in a less hostile manner and give your response. Here is one example that I have come across in my presentations: “What makes you such an expert on presentation skills?” When this happens I rephrase the question such as “You are probably wondering where I got all my speaking experience.” I simply rephrased the question to a more positive tone.
3. An audience member asks a question and you don’t have the answer. Occasionally there are times when you will not know the answer to a question. In these circumstances do not try to bluff your way through; the audience usually knows what you are doing. Instead tell the audience member you don’t have the answer for that question and you will get back to him or her later with an answer. Another option is to pose the question to the entire group. In some cases another audience member will know the answer, and the audience will appreciate your asking for their opinion.
4. The audience member asks for proprietary information that you can’t give out. If someone asks you a proprietary question, simply respond by telling the person that the answer contains information you are not at liberty to discuss. However, if you have a resource or contact person who can answer the question, offer that information. Then ask if the person has another question. Giving the person the opportunity to ask another question prevents him or her from feeling ignored.
5. The answer you give the audience is one you know they won’t like. You may find yourself in a situation where you must say things the audience won’t like. Be honest and preface your response by telling the audience your answer may not make them happy. This shows that you are aware of your audience’s feelings. Here is one example from my experience. A person in one of my seminars heard that the computer monitor had just failed. He says to me, “I hear that we won’t be able to use the computer for our presentations this afternoon. I was really looking forward to learning how to use the new software. Are we really stuck with using the flip chart or overhead projector?” I responded, “That’s true, we will not be able to use the computer this afternoon. I understand that we don’t have a new monitor, but you can choose between the flip chart or the overhead projector. Which would you prefer?” I let the group make their own decision or “plan B.”
As a child, you remember your mother telling you to respect your elders and peers. Regardless of the audiences you encounter, it’s imperative to treat them with respect.
Here is an example of an incident that happened to me at a presentation and how I handled it. Many years ago I used to give a discussion entitled “How Nuclear Power Works” to civic groups and various organizations. Nuclear power is not a topic well understood by many people. In fact, some people even fear nuclear power and have a hostile attitude toward it because they do not fully understand it.
I was scheduled to give a thirty-minute lunchtime presentation to a civic organization comprised of many professionals, mostly lawyers. I arrived at the restaurant early to set up for my talk. As I was finishing my preparations, out of nowhere, someone threw an ashtray at me, hitting me over my left eye. In fact, the ashtray cut my eye and I started to bleed. At first I was shocked, but I did not panic. I said to myself, Len, stay professional. You knew they weren’t in favor of nuclear power to begin with. You are representing the company; stay professional.
As I picked up a napkin and held it over the cut, I remembered who the audience was. Since I did not see who threw the ashtray, I said with as much grace and confidence as I could muster, “Before I get started, and I know this is not a very popular topic I will be speaking on, but is there a good attorney in the audience?” After I said that, a silence fell over the room. Then I said, “If you promise not to throw any more objects at me, I will begin my speech as I promised, and I hope to answer and address your obvious concerns during my presentation. It is clear to me what some of your views are on this topic. All I ask is that you give me the opportunity to explain mine.”
This example illustrates how I combined the strategies of managing a hostile audience, applying the principles of knowing your audience, staying professional, and being respectful.
Each speech or presentation you give is another opportunity to improve your speaking skills. As a speaker, you can very easily settle into a pattern where everything is familiar and comfortable to you. It’s when it is not that you feel the pressure.
In order to grow as a speaker, it is very important to include new material or techniques each time you address an audience. Change your speech by about 10 percent each time you present it, and incorporate new material or techniques. If the new portion fails, so what? You still have 90 percent of your remaining presentation to hold you up. On the other hand, your newer material may go over well with the audience. This is how you develop new material.
Do you ever watch professional comedians on TV? A few of my colleagues are professional comedians, and they always talk about trying out new material on their audience. Sometimes new material does not work the first time. It may be because you didn’t practice it enough to give a smooth delivery, or the material may have been wrong for the audience.
Keep a journal of new material you have tried and what worked and failed. Refer to this journal when you are looking to include fresh material into your speech.
There may be situations when you are called upon to address a group of people with no warning, whether it’s in class, work, or social situations.
Here is an example of an impromptu speech as well as a technique I used when asked to present an award at a Boy Scout awards banquet in Connecticut. I had no inclination that I was going to be asked to speak. The scheduled speaker had become ill earlier in the day and was unable to attend. Aware of my background in public speaking, the organization knew I would rise to the challenge. Here’s how I prepared for the impromptu speech.
Quickly I found an index card and jotted down notes using the formula TIQS, which is a common formula professional speakers use when they have to introduce a speaker or themselves as the speaker.
• T stands for topic. What is the actual award and reason for it?
• I stands for importance. What is significant about this award, and why is it important?
• Q stands for qualifications. Why is this particular person qualified to receive this award?
• S stands for the subject. What is the recipient’s name?
Since this was a surprise award, I found one of the Scout leaders who was running the awards banquet and asked him these questions. Here are the responses.
• Topic. This was the Nutmeg Award, Connecticut is the Nutmeg State, which is given as a spoof annually to an individual who had an event that did not go as planned. The purpose of the award is also to show the boys that it is okay to be lighthearted about your mistakes and that we’re all only human. This person, let’s call him Jim, was in charge of coordinating a five-mile hike for Boy Scouts, and as part of the drill he had to prepare detailed directions for the boys to go from point A to point B using a compass.
• Importance. In scouting we stress the importance of being prepared, but in this particular event, one detail was not verified or checked. When Jim wrote down the directions, he inadvertently typed “south” instead of “north” on part of the directions, and as a result about thirty boys got lost. Fortunately, as Scouts they were ready to handle unforeseen obstacles and eventually figured out what was wrong. However, they did not complete the hike in the time allotted.
• Qualifications. Jim’s qualifications were that he had been doing this for the last fifteen years and had never made any mistakes.
• Speaker’s name. Jim.
Taking this information, here is the speech I gave.
Ladies, gentlemen, Scout leaders, Scouts, and honored guests. We have one final award to give out this evening, and I have been asked to do the honors. Bill, who was originally scheduled to present this special award, became ill at the last minute and could not be here.
Before I tell you the recipient of this award, let me take a little time to explain what this award is all about. The Nutmeg Award is given every year to one deserving person who, in the eyes of this Scout district, demonstrated initiative and hard work but failed to check all the last minute details. Each year we have the boys go on a short, timed, five-mile hike using directions prepared by one of our leaders and a compass. As many of you know, we have had someone responsible for coordinating this program, and they have done a fine job every year, until this year. You see, for the boys to successfully go from point A to point B as part of this five-mile hike, it is very important for them to follow the directions. Well, they did exactly that, except what they did not know was that the directions had them inadvertently going in the wrong direction. The Scouts realized this about three-quarters of the way into the hike—when they reached a high stone wall, they deduced that something was very wrong. Wisely, a Scout called to one of the leaders, who pointed out that there obviously was some kind of error. Well, the boys found their way back, and the event was rescheduled for a later date.
To honor the person responsible for creating the “clear” directions, I would like to present this year’s Nutmeg Award to the person who is most deserving of this award: Jim Healy.
I ask, Jim, that you come up, and while I place this award around your neck, I ask that you wear it proudly as others before you have. You are now a distinguished member of the Nutmeggers Club. Would everyone please give Jim a round of applause?
This speech was a success because I used the TIQS acronym and quickly organized my thoughts and ideas using the mind-mapping technique I discussed in Day 8. The important thing to remember is to find out all the possible facts and details and follow your notes.
As a speaker, the most important thing you can do is learn how to truly connect with your audience. The best way to do this is by showing the audience that you are a sincere, real person. People often tell me that they were really impressed that I was willing to share personal stories during my presentations. In addition, audiences like when a speaker can relate to their problems, issues, or concerns.
In your next presentation have at least one personal story that you can tell your audience to illustrate a point. Whenever possible, especially in the Q&A period, try to relate your answer to what you perceive the person asking the question may be feeling. Demonstrate to your audience that you care about them, and you will be surprised by how much you will improve as a speaker. Finally, remember this quote every time you give a presentation: “No one cares how much you know, unless they know how much you care.”
Throughout this book I have talked about the importance of preparation and how you must practice and work continually to improve your speaking abilities. If you follow the tips and concepts I have illustrated, you will become a better and more confident public speaker. If you are like me, you constantly want to work to improve your speaking skills and learn from others. Even as a professional speaker, I am continually learning to hone my craft. Look for one small thing to improve and continue to perform self-evaluations by using a video camera to keep yourself in check. Use audience feedback or evaluation sheets to help guide you to areas that need strengthening.
As you strive to improve, refer often to this book, as it contains sound advice based on many years of experience and what works to help you become a confident public speaker.