Ask for what you want

I was working with a group of lawyers yesterday on using public speaking to fill their pipeline and generate more business. They expressed frustration at how they can deliver a good presentation that educates and empowers the audience and delivers on all their promises, but fails to result in the growth of their network, an increase in conversations, or a rise in instructions for work.

Almost universally, this is for the simplest possible reason: you don’t get what you don’t ask for.

If you want your audience to share their contact details with you after the presentation, say so (and show them the easiest way how).

If you want your audience to get in contact with you and have a conversation after the presentation, say so (and show them the easiest way how).

If you want your audience to send you relevant work after the presentation… for goodness’ sake, just say so! (And show them the easiest way how).

A good presentation establishes you as a trustworthy authority on your topic. The obvious (and dramatically underutilised) commercial play is to lean into that authority and trust, and ask for what you want.