When Lindsay Stevenson, CPA, CGMA, launched her career in accounting and finance, she wanted to engage in public speaking to enhance her career but didn’t know where to start.

Seeking advice, she turned to colleagues and clients in different business sectors and discovered that real estate professionals often need instruction in areas of finance. She contacted groups of real estate agents to offer her services as an instructor and began educating them on accounting and finance topics such as understanding property taxation and how to interpret income tax returns.

“The audience could easily relate to that topic because they often get finance queries from their buyers and sellers,” she said. “They asked good questions, and I felt that I left them with useful information they could use in their businesses.”

After a few similar presentations, she started building her credibility as an effective presenter and was able to expand to audiences in other business sectors, including her fellow finance professionals.

Stevenson is chief transformation officer at BPM, a US-based accounting and consulting firm with international offices in India and the Cayman Islands. She and Megan Gavin, associate director–ENGAGE & Global Events for AICPA & CIMA, together as the Association of International Certified Professional Accountants, provide some tips for finance professionals interested in exploring conference speaking opportunities.

Take a unique approach

Sometimes it can seem that conference speakers are all the same, delivering identical messages in a uniform way, which can come across as boring. Choosing topics that you are highly comfortable with will give you the confidence to craft presentations in a unique and interesting way, Gavin said.

“You could find yourself speaking in front of experts who may know as much as you do about your topic, but it’s how you approach the subject that will make you stand out as a speaker the audience will remember,” she said.

In these post-pandemic times, people are seeking human interaction and fresh ways to learn, Gavin said.

“We often receive feedback from conference participants that they want to be more involved in continuing education sessions,” she said.

Developing an interactive approach to presentations or delivering your message in a way that invites audience participation will set you apart from those who simply stand and lecture.

Another strategy is to tie your presentation to current events and real challenges that impact people’s lives. This will help your audiences identify with the topic at hand, Gavin said.

“Look to emerging technology, the state of the economy, and even the recent pandemic for ideas on topics to address within your niche,” she added. “When you present your ideas in ways that people can relate to, you’ll be in high demand as a speaker.”

Find an audience

Stevenson started her speaking career in front of client groups, but there are many ways to find audiences. She recommends seeking out organisations of professionals that could learn from your expertise and glean knowledge from information you’ll share.

“Target groups and organisations you feel you could impact, and contact their leadership to discuss potential topics of interest for their members and constituents,” she said. “If they provide positive feedback, offer your services as a speaker.”

Networking with presenters at conferences is also a good place to start.

“Consult with speakers you admire,” Stevenson said. “Ask for advice and invite them to connect on LinkedIn or by email to discuss their speaking careers, lessons they’ve learned, and how they began building their own audiences.”

Upgrade your CV

Establishing your authority as a subject matter expert is crucial for anyone wishing to speak before audiences, and Stevenson admits it’s not easy to do.

“I sometimes struggle with highlighting my qualifications,” she said. “But I have found that instead of listing aspects of my job experience, I describe my expertise and accomplishments over the years.”

For example, if you have led projects or taken on tasks for your organisation that have yielded impressive results, be sure to list them on your CV.

“These are going to be the career highlights that make an impact and build your credibility,” she said.

In addition to compiling an impressive CV, it helps to keep a written biography available to share with potential audiences. Start by creating a core narrative that includes everything you want audiences to know. You can tailor it for different audiences.

“If you’re speaking on a specific topic or to a specific audience, you can always add a sentence or paragraph that really grabs their attention,” she said. “And keep an up-to-date photo of yourself ready to share when asked.”

Craft the perfect pitch

At the core of pitching a topic for a presentation is an impactful writing style.

“When I read a course description or abstract and find it well written or even captivating, it always makes me want to learn more,” Gavin said.

When pitching a conference topic, be thorough but concise and highlight the main points of your proposed talk. Providing specific learning objectives will appeal to conference organisers who are keen to build programmes that benefit their participants.

“The most important aspects about any pitch or submission are the takeaways,” Gavin said. “There should be at least two key ideas or strategies the audience can implement in their own careers.”

Submitting a video of yourself delivering a speech can be an effective way to pitch your skills and topic.

“Videos will allow you to demonstrate your stage presence and showcase your unique speaking style,” Gavin said. “They help event organisers determine if you would be a good fit for their audience.”

Build confidence

Even the most polished and confident speakers were at one time nervous in front of people. Confidence radiates authority and raises your value as a speaker.

One way to build confidence is through leadership.

“Look for leadership positions within your professional circles, community-based organisations, and even charities, where you may be required to deliver reports, lead discussions, or appear in front of people,” Gavin said.

Many of these organisations look within their membership for potential speakers and panellists, so getting involved could provide both leadership and speaking opportunities.

“At AICPA & CIMA, we leverage the impact of our volunteer leaders for conferences because we know they are subject matter experts and are the best at what they do,” Gavin said. “For anyone interested in speaking at finance conferences, serving in a leadership capacity is the perfect way to build your reputation and find opportunities to get your voice heard.”

Developing an interactive approach to presentations or delivering your message in a way that invites audience participation will set you apart from those who simply stand and lecture.

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Teri Saylor is a freelance writer based in the US. To comment on this article or to suggest an idea for another article, contact Oliver Rowe at Oliver.Rowe@aicpa-cima.com.

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RESOURCE

Article

“How to Secure a Conference Speaking Slot”, FM magazine, 28 October 2019