Public Speaking Is a Business Skill

For many business owners, public speaking can feel like one of those things you simply have to endure.

You may be confident running your business. You may know your numbers, understand your market and be highly experienced in your industry.

But put you in front of a room full of potential clients, investors, employees or fellow business owners and suddenly everything can feel different.

Your heart races. Your mouth goes dry. You start speaking too quickly. You lose your train of thought. Perhaps you find yourself reading directly from your slides or relying heavily on an autocue.

This fear has a name: glossophobia – the fear of public speaking.

And for business owners, it can have a much bigger impact than simply feeling nervous before a presentation.

If you're uncomfortable speaking in public, you may avoid networking opportunities, decline speaking invitations, struggle to communicate your vision to your team, feel less confident pitching for new business or fail to communicate your expertise as effectively as you could.

The good news is that confident public speaking isn't something you're necessarily born with.

It is a skill you can develop.

Public speaking coach and keynote speaker Richard McCann knows this from personal experience. When he first began speaking professionally, he was far from the polished communicator he is today. Since then, he has delivered thousands of presentations and coached thousands of people in communication and presentation skills.

His central message is simple:

Great speakers are made, not born.

And that is an important lesson for every business owner.

 

 

 

Why Public Speaking Matters for Business Owners

Think about how often you communicate with other people in your business.

You might be:

• Pitching to a prospective client
• Presenting a proposal
• Speaking at a networking event
• Delivering a team meeting
• Recruiting a new member of staff
• Presenting financial results
• Asking for investment
• Speaking to your bank manager
• Explaining a change in strategy
• Hosting a webinar
• Appearing on a podcast
• Recording videos for social media
• Giving a keynote or conference presentation

All of these are forms of public speaking.

You don't have to stand on a stage in front of 500 people for your communication skills to affect your business.

Every time you speak, you are influencing how people perceive you, your leadership and your business.

The ability to communicate clearly and confidently can help you build trust, inspire your team, demonstrate expertise and persuade customers to take action.

That's why presentation skills shouldn't be viewed as a "soft skill".

For a business owner, communication is a commercial skill.

 

The Three Biggest Mistakes Business Owners Make When Speaking

According to Richard McCann, there are several recurring problems that can stop an otherwise knowledgeable and capable person from becoming an engaging speaker.

1. Lack of presence

You can have excellent content and still fail to capture an audience.

Why?

Because people don't just listen to your words. They respond to your energy, body language, voice, eye contact and confidence.

Business owners sometimes make the mistake of trying to become a completely different person when they speak publicly.

Instead, Richard's advice is to become a slightly exaggerated version of yourself.

If you're naturally enthusiastic, allow that enthusiasm to come through.

If you're passionate about your business, let people see it.

If you're normally conversational, don't suddenly become stiff and corporate.

The goal isn't to perform a character.

It's to make your natural personality more visible.

That is particularly important when you're talking about something you genuinely care about.

 

2. Speaking too quickly and relying on filler words

When people are nervous, they often speed up.

They want to get the presentation over with.

The result?

The audience has to work harder to follow what is being said.

Nervous speakers can also fill every gap in their speech with words such as:

"um", "er", "you know", "basically", "sort of" and "obviously".

The more this happens, the less authoritative the speaker can sound.

The solution isn't necessarily to find more impressive words.

It's often much simpler:

Slow down.

Allow yourself to pause.

A pause can feel enormous to the speaker, but to the audience it often feels completely natural.

In fact, silence can make an important point more powerful.

Instead of rushing from one sentence to the next, give your audience time to process what you've just said.

For business owners, this can be particularly valuable when pitching, negotiating or presenting an important idea.

Confidence doesn't always sound like more words.

Sometimes it sounds like knowing when to stop talking.

 

3. Reading your slides instead of speaking to your audience

PowerPoint can be useful.

It can also become a crutch.

If your audience can read exactly what you're saying on the screen, they have little reason to listen to you.

Your presentation should add something to the information on the slide.

Think of your slides as support for your message – not a script.

This is particularly important for business owners presenting numbers, strategy or technical information.

Don't simply display the information.

Explain what it means.

For example, don't put a sales graph on the screen and read out every figure.

Instead, tell the audience what the graph means.

What changed?

Why did it change?

What does it mean for the business?

And, most importantly:

What should we do next?

That's where your expertise becomes valuable.

 

Build Gravitas by Owning the Room

One of the most important elements of confident public speaking is presence.

You don't necessarily need to be the loudest person in the room.

You need to be comfortable occupying the room.

This can feel unnatural when you're starting out.

You might feel self-conscious about projecting your voice, standing still, making eye contact or taking up space.

But effective speakers understand that their physical presence is part of their communication.

Stand confidently.

Use your voice.

Make eye contact.

Pause.

Move with purpose.

And resist the temptation to shrink yourself because you're nervous.

For business owners, this has an important connection to leadership.

Your team is constantly looking to you for signals.

When you communicate with clarity and confidence, you make it easier for other people to understand your direction and believe in it.

 

Ethos, Logos and Pathos: The Three Ingredients of Influence

One of the oldest lessons in persuasive communication comes from Aristotle, who identified three core elements of persuasion:

Ethos. Logos. Pathos.

Ethos – credibility

Why should people believe you?

Your experience, expertise, reputation and character all contribute to your credibility.

For a business owner, this could include your years in the industry, experience with customers or the results you've achieved.

But credibility isn't just about listing achievements.

It's also about authenticity.

People are more likely to trust someone who sounds like a real person rather than someone delivering a rehearsed corporate performance.

Logos – logic

This is the evidence behind your argument.

Facts.

Figures.

Data.

Research.

Business cases.

Logic is important because your audience needs to understand why your idea makes sense.

But logic alone isn't always enough.

Pathos – emotion

This is where many business presentations fall short.

People don't make decisions based purely on information.

They also respond to emotion, meaning and stories.

Think about the difference between saying:

"Our customer retention has increased by 18%."

and telling the story of the customer who nearly left, what you discovered, what you changed and how that customer is now one of your strongest advocates.

The number provides evidence.

The story provides meaning.

Great business communication combines both.

 

Why Storytelling Is So Powerful for Business Owners

Business owners often have incredible stories.

They just don't always recognise them as stories.

Perhaps your business started in your spare bedroom.

Perhaps you took over a struggling company and turned it around.

Perhaps you lost your biggest client and rebuilt the business.

Perhaps one customer conversation completely changed your strategy.

Perhaps you made an expensive mistake that taught you something important.

These experiences are valuable because they make your message human.

Instead of simply telling people what you believe, you can show them why you believe it.

A good business story can make an idea easier to understand, more memorable and more emotionally engaging.

So before your next presentation, don't just ask:

"What information do I need to include?"

Ask:

"What story could help people understand this?"

 

How to Prepare for a Presentation Without Memorising a Script

One of the biggest fears people have about public speaking is forgetting what they're supposed to say.

The obvious solution seems to be writing everything down and memorising it.

But this can create another problem.

You end up sounding like you're reciting rather than communicating.

Richard recommends a different approach: prepare your content around mind maps and bullet points rather than attempting to memorise every word.

Start with the end in mind.

What do you want the audience to think, feel or do when you finish?

Then work backwards.

Identify the key points you need to communicate.

Build your stories and examples around those points.

Then practise.

Not just by reading through your notes.

Actually speak.

 

Film Yourself

This is one of the simplest and most uncomfortable ways to improve your presentation skills.

Record yourself.

Watch it back.

Then ask:

• Am I speaking too quickly?
• Am I using too many filler words?
• Do I sound confident?
• Am I making eye contact?
• Do I move naturally?
• Am I relying too heavily on my notes?
• Is my opening engaging?
• Does my story make sense?
• Do I get to the point?
• Is my conclusion clear?

Most people don't like watching themselves on camera.

That's precisely why it can be so useful.

You see things that you don't notice when you're speaking.

And once you can see them, you can improve them.

 

Start With the End in Mind

A common mistake in business presentations is trying to include everything.

You know your business.

You know the subject.

You know the history.

So you want to tell the audience all of it.

But your audience doesn't need everything you know.

They need what is relevant to them.

Before preparing your presentation, define the outcome.

Ask yourself:

What is the one thing I want people to remember?

Then ask:

What do I want them to do as a result?

This is particularly important when you're pitching or presenting to potential customers.

A presentation isn't successful because you managed to include 47 slides.

It's successful if your audience understands your message and takes the action you wanted them to take.

 

Don't Be Afraid to "Own It"

Something will go wrong.

At some point in your speaking career, your slides will fail.

You'll lose your place.

Someone will ask a question you weren't expecting.

You'll forget a word.

Your microphone won't work.

The technology will stop cooperating.

Or you'll simply realise that something isn't landing with the audience.

The instinct can be to pretend nothing has happened.

But trying to hide an obvious problem can make you more nervous.

Instead, acknowledge it.

If something is on your mind, say it.

If the audience is clearly thinking about something, address it.

If you've made a mistake, own it.

There is something powerful about a speaker who doesn't pretend to be perfect.

It creates trust.

And it often makes the audience more comfortable too.

 

How Business Owners Can Start Overcoming Glossophobia

If the idea of public speaking genuinely scares you, don't wait until you're standing on a stage to start practising.

Build your confidence gradually.

Start small

Speak up more often in meetings.

Volunteer to present a short section.

Ask a question at a networking event.

Record a short video.

Explain an idea to your team.

The objective isn't to become fearless overnight.

It's to give yourself repeated opportunities to discover that you can do it.

Practise slowing down

Pay attention to your pace during everyday conversations.

When you notice yourself rushing, stop.

Take a breath.

Pause.

Continue.

You can build the habit before you ever step onto a stage.

Watch great speakers

Study people who are excellent communicators.

Don't just listen to what they say.

Watch how they say it.

Notice their pauses.

Their eye contact.

Their movement.

Their storytelling.

Their openings.

Their endings.

Then experiment with the techniques that feel authentic to you.

Get feedback

Self-practice is valuable.

Feedback is better.

A coach, mentor or trusted colleague can spot things you may never notice yourself.

Sometimes one small change in delivery can have a surprisingly large impact.

 

Public Speaking Can Become a Competitive Advantage

Here's the bigger opportunity for business owners.

You don't need to become a professional keynote speaker.

You don't need to enjoy standing on stage.

You don't even need to consider yourself a "natural communicator".

But if you can become more confident communicating your ideas, you can create opportunities that might otherwise pass you by.

You can pitch with greater confidence.

You can lead more effectively.

You can build stronger relationships.

You can communicate your vision.

You can represent your business at events.

You can create better videos and podcasts.

You can establish yourself as an expert.

You can inspire your team.

And you can become more influential in the conversations that matter.

In a competitive business environment, that matters.

Because having a great idea isn't enough.

People need to understand it.

They need to believe in it.

And, ultimately, they need to act on it.

 

You Don't Have to Be Born a Great Speaker

Perhaps the most encouraging message for any business owner struggling with public speaking is this:

You don't have to be naturally confident to become a confident speaker.

Richard McCann began his speaking career with many of the same challenges experienced by nervous speakers today.

His journey demonstrates that communication is a skill that can be learned, practised and refined.

The goal isn't to eliminate every nervous feeling.

Even experienced speakers can feel nervous.

The goal is to develop the skills and confidence to perform effectively despite those nerves.

And that starts with action.

Speak more.

Practise more.

Slow down.

Tell better stories.

Stop hiding behind your slides.

Prepare around your key messages.

Record yourself.

Get feedback.

And, above all, don't wait until you feel completely confident before you start.

Confidence is often the result of taking action – not the prerequisite for it.

 

What Could Better Public Speaking Do for Your Business?

As a business owner, your ability to communicate is directly connected to your ability to lead, sell and influence.

So ask yourself:

Where would better communication make the biggest difference in my business?

Is it winning more clients?

Leading your team?

Pitching for investment?

Networking?

Presenting your strategy?

Creating content?

Building your personal brand?

Speaking at industry events?

Whatever the answer, improving your presentation and communication skills could be one of the most valuable personal development investments you make as a business leader.

At ActionCOACH, we believe that business growth starts with the growth of the business owner.

And becoming a more confident, compelling communicator can have an impact far beyond the next presentation.

It can change the way you lead.

It can change the way people respond to you.

And it can change what you believe is possible for your business.

Ready to take the next step?

If you want to become a more confident business leader, improve your communication skills and build a stronger, more successful business, speak to your local ActionCOACH business coach about how coaching could help you achieve your goals.

Don't let the fear of public speaking limit the opportunities available to you or your business.

Your ideas deserve to be heard.