Why Public Speaking Matters for Business Owners

I remember a local tech networking meeting where business owners had the opportunity to go to a mic in the center of the room. They were given 30 seconds to talk about their business and then share any needs they had. For example, if they were hiring or looking for partnership, they had 30 seconds to do so. As I listened to the business owners speak, I watched the body language of the audience. In some cases, the audience smiled and nodded approvingly. In others, eyebrows raised or heads went back to their phones and it was clear they had tuned out.

Public speaking can be daunting, but for small business owners, it’s essential. Imagine that every time you speak, you’re either gaining a fan, a client, or a referral—or potentially losing one. It’s not just about giving keynotes on stage; public speaking skills influence everyday interactions, from meeting potential clients to rallying your team or explaining your service online.

Let’s walk through why public speaking is crucial for small business owners and break down the top five mistakes that could be holding your business back. Fixing these can elevate your impact, increase sales, and turn tentative listeners into loyal customers.

Why Public Speaking Matters for Business Owners

Your voice can be one of your most powerful assets. Whether you’re pitching a new client, presenting to your team, or just introducing yourself at a networking event, how you speak is just as important as what you say. Good public speaking skills allow you to convey your value confidently, create connections with your audience, and, ultimately, build trust. And in business, trust is the bridge that leads to sales.

Yet many business owners overlook public speaking, assuming it’s only relevant for formal presentations. But mastering this skill can transform how others perceive your business and inspire people to invest in you and your ideas.

Top 5 Mistakes in Public Speaking:

1. Going in Without Preparation - Let’s be honest—"winging it" rarely works. Preparation doesn’t mean memorizing a script; it’s about understanding the key points you want to communicate. If you don’t invest time into preparing, it often shows, leaving your audience feeling undervalued. Rehearse, review your main points, and anticipate questions to build confidence and deliver a stronger message.
2. Overloading on Information - One common mistake is assuming that more information equals more value. When we overload an audience with details, it’s easy for them to get lost and tune out. Instead, focus on the essentials. What’s the one takeaway you want them to remember? Use that as the focal point and keep everything else relevant to that message.
3. Failing to Connect with the Audience - Public speaking is often viewed as a one-way delivery, but it’s most powerful as a conversation. If you focus too much on getting through your message without engaging the audience, you miss out on building a connection. Make eye contact, ask questions, or share relatable examples. It’s these connections that transform a “listener” into a “buyer” because people invest in people they trust and understand.
4. Rushing Through the Presentation - Ever listen to a speaker who talked so fast you could hardly follow? Rushing through your presentation makes it hard for people to absorb your points and suggests you’re more focused on finishing than on connecting. Slow down, pause for emphasis, and let your key points land. This gives the audience time to process your message and builds a feeling of confidence in your presentation.
5. Neglecting a Clear Call to Action (CTA) - Imagine delivering a solid presentation, only to end with a vague “thank you.” A strong presentation is designed to motivate action, whether that’s booking a consultation, visiting your website, or signing up for a newsletter. Make it easy for your audience to engage with you by clearly stating the next steps. It’s a small addition that makes a huge difference in follow-through and conversion.

Real-Life Examples

A business owner attended one of my online storytelling challenges during the pandemic. As a part of the challenge, we walked through how these business owners were "pitching" their businesses. We found that most were sharing information about their products. However, one particular business owner embraced sharing her origin story and WHY she started her business. She reported to the group that since she had started to do this, she not only had better business interactions but had also been asked to speak at some local conferences.

Actionable Tips for Stronger Speaking:

1. Perfect Your Elevator Pitch: Practice a 30-second pitch that encapsulates what you do, why it matters, and how people can connect with you. This not only helps at networking events but gives you a solid foundation whenever you need to introduce yourself.
2. Embrace the “One-Thing” Rule: What’s the one thing you want people to remember? Build your main points around that to prevent information overload and ensure that your message is clear and memorable.
3. Engage First, Educate Second: Start with a relatable story, an anecdote, or even a question. Engaging your audience from the start builds a connection and sets a foundation of trust before you dive into details. (Try using my EASE framework to help with this)

Public speaking isn’t about being perfect. It’s about being impactful, engaging, and memorable. When you let go of these common mistakes, you’ll not only feel more confident speaking, but you’ll also see the positive impact in your business—whether it’s more leads, deeper client relationships, or more engaged listeners.

So, next time you’re in front of an audience, take a deep breath, focus on connection over perfection, and let your voice be your greatest asset.

Want to learn more about business growth through public speaking? Click here to get on the waitlist for our Story 2 Sales Mastermind.

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About The Author

My name is Robert Kennedy III. I’m a professional speaker and author. I speak and write mainly about leadership and communication. Connect with me on?Instagram,?LinkedIn,?Facebook?or on my website,?RobertKennedy3.com