[Blog] GPS - Great Public Speaking

Simon T. Bailey

Imagine embarking on the vacation of a lifetime. You’ve spent months meticulously planning every detail, from the itinerary to the accommodations, ensuring that every moment is filled with excitement and adventure. Now, picture yourself as a financial or insurance professional, navigating the complex landscape of client relationships and business growth. Just like planning a successful vacation, mastering the art of public speaking and effective communication is the key to reaching your desired destination—closing the sale and building lasting client relationships.

I first learned the art of public speaking as the sales director and new business development director for the Disney Institute, based at the Walt Disney World Resort in Orlando, Florida. Since leaving there 20 years ago to become a 100% commissioned professional speaker, coach and author, I have given 2,400 presentations in more than 50 countries—to audiences as small as five people and as large as 10,000-plus.

From those experiences, let me share some tried and tested strategies to ensure you plan accordingly and don’t get off on the wrong exit or have to make a U-turn in communicating effectively.

1.  Define Your Destination

As Yogi Berra said, “If you don’t know where you are going, you’ll end up someplace else.” Before embarking on any journey, you must first define your destination. The same holds true for your communication strategy. What is your ultimate goal? Are you aiming to educate your clients, inspire them to take action, or build trust and credibility? Understanding your purpose will serve as the foundation for crafting a compelling message that resonates with your audience.

I’ll never forget sharing the stage with the late great Dr. Stephen Covey, author of Seven Habits of Highly Effective People, who would often say, “Start with the end in mind.” Then there was a friend of mine, Pat, an awesome public speaker I met with ahead of speaking in Australia and New Zealand for three weeks to a group of real estate professionals. “If it’s foggy in here,” Pat said—pointing to his head—“then it’s cloudy out there” (pointing to the audience).


These insights set the foundation for communicating effectively. What did you think of the story that I just shared? Did it draw you in? If it did, then you just witnessed the magic of storytelling.

When you reach the final destination in your presentation, what does it feel like and sound like to you? Identifying this develops muscle memory as you prepare for the next presentation, whether it’s to a family member, a small group or a seminar. You will have the confidence to do it effortlessly.

Action Step 1: Take a moment to reflect on your communication goals and the best stories that you will share from life and business. Write them down and keep them at the forefront of your mind as you prepare for your next speaking engagement or client meeting.

2.  Know Your Audience

Leadership expert Ken Blanchard said, “The key to successful leadership today is influence, not authority.” Just as you wouldn’t pack snow gear for a tropical vacation, you must tailor your message to suit your audience’s needs and preferences. Take the time to research and understand your clients’ backgrounds, challenges and aspirations. This knowledge will allow you to connect with them on a deeper level and provide relevant, valuable insights.

A friend of mine, Dennis, wanted to interview a financial advisor, so I connected him with Jude Wilson, one of the top financial advisors in Central Florida. Dennis and his wife, Debbie, were looking for someone knowledgeable, warm and trustworthy. After meeting with Jude, Dennis reached out to me, sharing about how much he and his wife enjoyed their time. Jude had a disarming way of getting to know them, creating a conversational tone instead of just “presenting.” He had also done his homework by finding out through social media what was important to Dennis and Debbie.

Jude realized Dennis was a leading customer experience expert and that he and Debbie adored their grandchildren. Jude knew his time with them wasn’t just about presenting facts and figures; he needed to transfer an image of what was possible for their retirement future. Jude’s secret sauce was through storytelling.

Action Step 2: Before your next presentation or client meeting, spend some time researching your audience. Use surveys, questionnaires or casual conversations to gain insights into their needs and concerns. Then craft a compelling story that will resonate.

3.  Plan Your Breaks

Comedian Marlon Wayans wasn’t joking when he observed, “Success is not a destination, but the road that you’re on. Being successful means that you’re working hard and walking your walk every day.” Now that you have a clear destination and a deep understanding of your audience, it’s time to plan your route—and include “rest” stops.

This is where the power of storytelling comes into play. Just as you would map out the most scenic and efficient route for your vacation, you must structure your presentation or conversation in a way that engages and guides your audience toward your desired outcome.

Did you know that the same letters that spell the word listen spell the word silent? When planning your presentation, be sure to insert time for reflection and feedback. Former U.S. Secretary of State Dean Rusk said, “The best way to persuade people is with your ears—by listening to them.” Release the need to fill the space with air because of dead silence.

Action Step 3: Create an outline for your next presentation or client meeting that incorporates storytelling, open-ended questions and opportunities for audience engagement. Look for moments to do something extra that is memorable. Remember, in the words of Maya Angelou, “People will forget what you say and will forget what you do; however, they will never forget how you made them feel.” Disney is in the emotional memory business; once I captured the essence of this thinking, it transformed my life.

4.  Pack Your Essentials

Business expert Peter Drucker once said, “The most important thing in communication is hearing what isn’t said.”

Just as you wouldn’t embark on a vacation without packing your essentials, you must equip yourself with the tools and skills necessary for effective communication. This includes honing your verbal and nonverbal communication skills, mastering the art of persuasion and developing a confident and authentic presence.

I struggled with effective communication until I hired Sam Horn, a brilliant coach, and Dr. Susan Wranik, a global leader in communication. They taught me to position my message in memorable soundbites, understand the right posture, have an approachable presence and use pauses for effect.

David Matsumoto, an expert in nonverbal behavior, emphasizes the importance of reading microexpressions to understand others’ true feelings and motivations. Are you taking time to read the room and get a sense of whether people are connecting with what you are sharing? It’s understanding how to shift from selective hearing to authentic listening.

Action Step 4: Identify one area of your communication skills that you would like to improve and commit to practicing it regularly. This could be active listening, using analogies or incorporating body language that reinforces your message.

5.  Start Your Journey

With your destination set, your audience understood, your route planned and your essentials packed, it’s time to embark on your journey. Whether you’re delivering a presentation to a small group, leading a seminar or engaging in a one-on-one conversation, approach each interaction with enthusiasm, authenticity and a genuine desire to serve your audience.

Theodore Roosevelt once said, “People don’t care how much you know until they know how much you care.” This observation is a game changer for anyone looking to connect with any size audience. It is The Walt Disney Company’s secret pixie dust. They do care about the guests. That’s why I learned that the number one principle at Disney is safety first. It’s why people return year after year and pay more and more; they know that they are cared for by the cast members, who are committed to creating an experience that is second to none.

In my opinion, the best example of Disney’s magic moments starts with Anne Franklin, my financial therapist/quarterback. She is passionate about ensuring I have the right insurance for my family and the best investments for the future. I remember connecting with her via Zoom and she began our meeting by expressing genuine interest in my business and personal goals. She shared stories about her family, and I shared stories about mine. Her thoughtful questions and attentive listening make her a trusted advisor and partner in my long-term success.

Action Step 5: Before your next speaking engagement or client interaction, take a moment to reflect on why you do what you do. Connect with your passion and purpose and let that authenticity shine through in your communication.

6.  Navigate Your Challenges

Even the most well-planned vacations can encounter unexpected detours or challenges. The same is true in the world of public speaking and client communication. Whether it’s a technical glitch during your presentation or a client who objects, your ability to navigate these obstacles with grace and adaptability can make all the difference.

Albert Einstein once said, “In the middle of every difficulty lies opportunity.” I have to admit I love this quote because it reminds me of an experience navigating the unexpected that came during a pivotal moment in my speaking career. Tasked with addressing the top 400 leaders of Raytheon Corporation, my inner turmoil was at its peak due to the recent passing of my father. However, by sharing personal anecdotes of loss and resilience, I forged a genuine connection with the audience. The overwhelming reception to my address was a testament to the power of embracing the unexpected and forging genuine human connections.

Action Step 6: Brainstorm potential challenges or objections you may face during your next speaking engagement or client meeting. Develop a plan for how you will respond to each scenario with professionalism and poise. My time working at Disney taught me the power of scenario planning, knowing how to react and not lose composure or ruin the guest experience.

7.  Review Your Efforts

Just as you would reflect on your vacation experiences and use those insights to plan even better trips in the future, it’s essential to continuously evaluate and refine your communication skills.
   Seek feedback from your audiences and clients and be open to constructive criticism. Use these insights to identify areas for growth and make a commitment to ongoing learning and development. I agree with Mark Twain when he said, “Continuous improvement is better than delayed perfection.”

Emily, a financial advisor, made it a habit to send out brief surveys to her clients after each meeting or presentation. She used the feedback to refine her communication style and invested in professional development courses. As a result, her communication skills evolved, and her client relationships flourished. One of the biggest lessons from my seven years at the Mouse House was to seek feedback and do something with it.

Action Step 7: After your next speaking engagement or client interaction, take a few minutes to reflect on what went well and what you could improve. Seek feedback from others and commit to one action step you will take to refine your communication skills.

8.  “Plus-up” Your Presentation

One of the incredible things that I learned at Disney was the power of “plussing up” the experience. No need to worry; you don’t have to exhaust your marketing budget by doing something big. It’s making small micromoves that are thoughtful, emotional and surprising. In fact, if Walt Disney himself had been a financial advisor, I believe he would have counseled you to tailor your presentations to the client’s desires and expectations. Deeply understand their needs, dreams and concerns. Every client has a story. Learn theirs before you tell yours.

I believe Walt would then say to weave compelling narratives that resonate emotionally with your clients, making complex financial concepts relatable and engaging. Every great journey has a story. Make yours unforgettable. Focus on the key points and avoid overwhelming the audience with too much information. Lastly, I think he would stress the importance of clarity and simplicity in communication. Pack light. Focus on what truly matters and leave the rest behind.