Want to have the best speaker’s bureau? Your speakers will have to communicate effectively. Here are 7 practices to help them master. 
It doesn’t matter whether they are specialists, primary care physicians, or non-physician practitioners— your success depends heavily on their effective communication. When they perform poorly, you can almost always trace the problem to a breakdown in communication. When things go right, great communicators usually help create the successful results. It’s a necessary skill in every aspect of business, social and family life. How speakers communicate will determine if they lead, command respect, earn trust, and are well liked. Poor communicators will suffer from confusion, low self-esteem and frustration. As a brand leader, you can have an impact on your bureau’s success with a few simple tips.
Many of you have experienced great communicators in medicine, and most of you have suffered through that boring lecture or maddening argument from a person who just couldn’t make their point in a way you could comprehend. Help your speakers work on these seven traits, and you’ll help them rise to their highest potential and enjoy their own success along the way.
1. They Connect
So many speakers get right into the agenda. They have something to say or prove, and so they start without considering the healthcare practitioners on the other end. Often they simply broadcast their message, assuming people will think it’s the most important information in the world. Amazing communicators know that people won’t start listening unless they connect intellectually and emotionally. There are too many internal voices and too many outside stimuli. Let your speakers and sales representatives know that you want them to know their audience; encourage them to start by conveying an emotional anecdote that shows their common perspective. People noticed that, when Steve Jobs talked with others, he made them feel like they are the only person in the World. Let your listeners feel your empathy and know that you value their importance.
2. They Interact
Amazing communicators know how to give and take in a reciprocal manner. Not only do they initiate conversation, they help drive the direction and encourage others to take part. During interactive portions, they often give feedback by repeating others’ comments, concerns and feelings in a manner that shows understanding and interest. To speakers who engage, let them know that they should be interactive and well informed, yet ready to learn, listen and participate.
3. They Disarm
People are naturally on the defensive due to over-communication these days. Amazing communicators are able to lower the defenses of those with whom they communicate. They are comfortable, humble and authentic. They show genuine interest in the other participants and use authenticity, and often use humor to make themselves likable and nonthreatening. Help your speakers know their strengths so they get comfortable and confident in their own skin and can give good energy from the podium or as a leader.
4. They Focus
If you want to lose an audience, directionless rambling is an easy way to do it. Amazing communicators are organized in their communication. When presenting, they carefully structure the ideas and stories to hold audience interest and make their points. They also work for consistency, since contradiction kills credibility. Help them plan their conversations, thinking through what comes out of your mouth. Set structure to their talks; organized slide kits can help ensure direction. Make sure you’ve put proper energy into an outstanding deck of slides and that will help them communicate ideas in an efficient and powerful way.
5. They Clarify
The most interesting conversations can delve into great detail. If your speakers overwhelm their listeners, they will zone out from confusion or boredom. Like many great speakers, Ronald Reagan was best known for being simple and clear. Don’t assume that just because you understand your brand’s messages, the audience will too. Amazing communicators find ways to simplify complex concepts without being condescending. Help create consistency among speakers by providing 3-4 key points you want your speakers to clearly deliver with each speaker talk. Encourage your speakers to check in during the conversation to make sure everyone is still on board.
6. They Reinforce
How many times have you heard a speaker and, later, when asked what you remember, come up with a big fat zero? Don’t blame yourself. Communication is the responsibility of the communicator. Amazing speakers understand that people only retain ten percent of what they hear, and they are artful at reinforcing key points through storytelling, context and repetition. They do this without coming off as redundant or preachy. Train your speakers to be dynamic and thoughtful in their delivery so listeners get depth and emphasis rather than varying concepts.
7. They Practice
Most amazing speakers didn’t start that way. They learned from experts, practiced with coaches, and studied technique. Malcolm Gladwell’s “10,000-Hour Rule” certainly applies to your speakers. By committing time to improving, they are showing their colleagues that they respect their time and attention. Most speakers have some weaknesses in their communication that could use improvement. Sure, there are a few naturals, but most of the professional speakers and leaders practice for many hours. Their business and careers depend on it. Consider having a smaller speaker’s bureau made up of speakers who each conduct more talks, because that practice will help ensure better message delivery.
