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Speak Like a Chief Executive Officer: Avoid the12 Mistakes C-Level Speakers Make

By Chakisse Newton, President, Cardinal Consulting, LLC

The ability to command the platform and speak with authority is one of the most important skills that any professional, particularly executives, can have. It is one of the few characteristics that everyone can see and evaluate the moment they meet you. That’s why it’s so important for leaders and executives to master the art of presenting. I’ve dubbed this “communicating at the C-Level” or chief executive level.

Here are 12 of the most common problems that prevent people from communicating at the C-Level:

1. Not setting the stage: I attended a function where a well-known executive was introduced with “This speaker needs no introduction” and then ushered to the stage. Setting the stage with an effective introduction can give important background information about your topic and credentials that can increase your effectiveness when you speak. Don’t miss this great opportunity. Find out who will introduce you and provide a written introduction in advance so that you can begin with more power.

2. Starting Slowly: “You never get a second chance to make a first impression” applies to your presentations as much as to your character. Your audience decides within a few seconds if they like you and want to listen to you. Don’t start with platitudes or unrelated jokes. Begin boldly with a compelling idea, story or other point that makes your listener want to hear the rest of your remarks.

3. No Audience Involvement: The most effective presentations use audience involvement to engage listeners. For the C-level speaker, this does not mean games or role-plays. Instead, engage listeners with rhetorical questions like, “What would it mean for your group if...?” Use language with visual imagery and ask them to imagine your desired end-state. Or, involve them in brainstorming to try to find solutions challenging issues.

4. No Stories: Stories are one of the most effective ways to help your listener remember your key points because when they remember your story, they remember your message. This is especially effective when you have to communicate a lot of data. You can use stories to help the audience relate your key points to their lives.

5. No Emotion: Logic makes people think. Emotion makes people act. If you want your audience to take action, don’t neglect making a personal appeal. Tell your listener what it will mean for them personally (or for the organization) if they accept your recommendation.

6. No preview. Part of a commanding presence is making sure that people know what to expect (and hopefully, what they will gain) from your presentation. C-Level speakers let the audience know upfront. This is part of the adage, “Tell them what you’re going to tell them. Tell them. Then, tell them you told them.” Giving your listener a preview of your presentation structure, allows them to focus on your words and follow your presentation.”

7. No Supporting Points. Only parents can get away with an argument that ends in “because I said so,” and sometimes not even then. Be sure to provide the rationale or data that supports your key points. This information does not have to be extensive, but good supporting points can enhance your credibility and make you more persuasive.

8. No Plan. If you know what you want to say and you’ve got a handle on all the data, you should just stand up and wing it, right? Wrong. Every speaker performs better with a clear plan and structure before they speak. (Yes, even the ones who profess a need for spontaneity.) What are the key points you want to make? What is the best way to organize it? Without a plan, it’s too easy to ramble and lose your audience.

9. Misusing Visual Aids: Some speakers are so determined to avoid “death by PowerPoint,” that they may neglect to use other visual aids that can be helpful. The speaker should always take center stage above any other distractions, but sometimes a handout or a simple picture displayed by PowerPoint can easily convey information that would be difficult to express verbally.

10. Too Much Information: If you’re speaking for 20 minutes or less, you can only make a few key points. Limit your remarks to no more than three key ideas. You can say more than three things, but you should organize your remarks within the structure of three points. Even if you have more to say, you’ll be better off leaving your listener with a few key ideas that they can remember, rather than bombarding them with information they are bound to forget.

11. No Clear Call to Action: Every speaker has something they want to achieve by speaking to a group. Unfortunately, too many speakers don’t tell the audience. Make sure that you clearly tell your listener what you want them to do, say, think or feel as a result of hearing you speak.

12. Unclear Benefits. The book Made to Stick by Chip and Dan Heath, encourages speakers to describe the “benefit of the benefit.” Don’t stop with the surface benefits of accepting your proposition. I once worked with a non-profit that requested donations by saying they “helped the community with essential needs.” Everyone would agree that that is a worthwhile cause. Still, people felt more motivated to give when the mission was described as “helping your neighbors get the food, education and shelter they need to live happy and productive lives.”

No matter what your job title is, when you stand to speak, you’re in charge of your message, your image, and your results. Whether you are a chief executive, aspire to occupy the C-suite, or simply want to be a more effective speaker, be sure to avoid these 12 mistakes. And, the next time you do stand to speak, you’ll embody executive authority, at least while you’re on the platform.