What NOT to Say at the End of Your TALK

By Sam Horn

I had an opportunity to speak for METAL International, a community of diverse Media, Entertainment, Technology, Artistic Leaders, and enjoyed every minute.

In one of our breakout sessions, we were discussing how to wrap up a presentation.

I said, "Want to give yourself an instant competitive edge? DON'T end your talk by saying "Thank you" or "If you have any questions, please let me know."

The group looked at me in surprise. A member asked, "What should we say instead?"

Follow the example of a client who was speaking at a pitch fest. I told her, "Decision-makers will have already heard a dozen pitches by the time you present. If you want to stand out, you've got to close with a crystal-clear ASK that motivates them to take action."

Here’s what we came up with:

Big Smile. "I’m Marcia, the one with the white, spiky hair … .

At our next break at 2:30, I’ll be at our booth in the lobby over in the right-hand corner.

If you’d like a product demonstration, a copy of our financial projections, or would like to meet our CTO to discuss our patented software; you’re welcome to drop by.

Once again, I’m Marcia with the white, spiky hair. I look forward to seeing you at 2:30.”

Guess who was surrounded by people at the next break? That's right, Marcia.

Why? She was the only one who crafted a 60 second close that kept her top-of-mind.

Here's how you can do the same.

Sam Horn's 4 Step Close To Motivate People to Follow Up

1. Repeat your name to imprint it. Think about it. After a long day, how many speakers’ names can you recall? And if we don’t know someone’s name, we’re not likely to approach them or follow up with them. Be sure to say your name with a pause and a punch instead of a rush and blush. If you say your name quickly, "ArmandoMerciado," people will miss it. Say your first name, then pause for a beat, then enunciate each syllable of your least name so people can repeat it after hearing it once.

2. Make a visual self-reference so you stand out in the crowd. This is not trivial. How will people recognize you and pick you out in a sea of suits unless you give them a colorful clue such as, “I’m Bob in the green jacket” or “I’m Patricia, in the red dress.”

3. Specify a precise time and location where people can meet you. Don’t drop the connection ball by saying something vague like "I'll be around if you have questions." Say, “I’ll be by the registration desk from 3-4 pm.” Or “You’re welcome to call me on Monday between ten and noon Central Time.” Or “I’ll be back in California July 1st and would be glad to schedule an in-person appointment.”

4. Offer three incentives for continuing the conversation. If you want people to follow up, offer three appealing options that will motivate them to do that. What might make that worthwhile for them? What value-add could inspire them to get in touch?

When I shared those four steps, a METAL member smiled and said, "You know why that works so well? 'You never get a second chance to make a LAST impression.'"

Brilliant!

(BTW - If you know who said that, please tell me so I can give credit where credit is due.:-)

And yes, this works for virtual meetings too. You can say, "I'll be in breakout room #9 answering questions if you'd like to go deeper into this topic."

Or, "You're welcome to put your contact info in chat and I'll follow up within 24 hours."

Or, "If you're thinking, 'I wish my boss and coworkers had heard this,' they can. We've scheduled an encore session for Monday the 15th and you can register here ...."

Pilot Chuck Yeager said, “At the moment of truth, there are either reasons or results.”

If you want results at the end of your next talk or meeting, don't leave them on the table.

Craft a 60 second close that gives people three compelling reasons to continue the conversation. It's a win for you - and for your audience. Good luck!

Sam Horn's many books on effective communication include POP! and TongueFu. She published this article originally on LinkedIn. Reprinted with permission.