Micro-business owners armed with robust communication skills—such as those gained in Toastmasters—are better positioned to confidently and persuasively promote their brands in the post-COVID marketplace.

From introducing yourself at meetings to interacting with vendors or customers, communication is an integral part of everyday life for all business owners. That includes leadership coaches, photographers, public speakers, computer consultants, freelance writers, and anyone else who operates a “micro business.”

One such business is owned by Praveen Zade, a Toastmaster in Pune, India. Co-founder of a web-based company started four years ago to offer made-to-measure clothing, Zade struggled to give talks that held the audience’s attention and conveyed his message clearly. In February 2019, he joined Toastmasters for Pune Entrepreneurs, a club formed by start-up founders. “Toastmasters has made me a better listener, a better thinker, and a better speaker than I used to be,” he says.

Zade is among the many entrepreneurs who have joined Toastmasters to learn and practice their communication skills. Approximately 53,000 Toastmasters own a business, according to 2019 member demographics from Toastmasters International. For these “Toastpreneurs,” club meetings provide opportunities to network, rehearse business pitches, find mentors, and gain hands-on leadership experience that carries over to their entrepreneurial endeavors.

Micro Businesses and Their Communication Challenges

While definitions vary, micro businesses typically have fewer than 10 employees and less than 250,000 in annual sales. Often, the business has a single owner with no employees. In all countries, the vast majority of enterprises (between 70% and 95%) are micro businesses, according to data from the Organisation for Economic Cooperation and Development (OECD).

As the world emerges from COVID-19, some micro-business owners will begin to rebuild, and some who lost corporate jobs will join their ranks. “What is certain is that businesses everywhere, in a forthcoming brave new post-COVID-19 world, will need to increase their capacity to adapt, improving their flexibility, resilience, and responsiveness. This is exactly where small- to medium-business owners’ strengths tend to lie,” says a 2020 Global Entrepreneurship Monitor report.

To succeed in a post-pandemic marketplace, new and veteran business owners must also confront their communication challenges. Some business owners avoid public speaking because they harbor a fear of the unknown. As a result, they miss speaking opportunities that can help them build confidence, establish credibility, and create awareness of their brand. This can be especially detrimental for micro enterprises, which typically depend upon word-of-mouth advertising to obtain referrals.

Basile Lemba of Galloping Governors Toastmasters Club in Fairfax, Virginia, feels consistent practice in front of his club helped him become a more confident speaker. “It’s like a professional basketball player who goes to the gym and spends hours practicing a shot,” says Lemba, founder of a company that hosts expos, monthly breakfasts, and other business networking events. “Now you can take that shot and you’re not worrying about it.”

When owners of small businesses give talks to generate sales or raise capital, poor presentation techniques may undermine their goals. Some ramble. Others go overboard with minutiae. As a result, the audience tunes out before the presenter can make the “ask.”

Communication Skills to Master for Business

On the flip side, the micro-business owner with solid communication skills is better positioned to get buy-in as well as resolve disputes, respond to customer emails, leverage social media, and negotiate better deals. Successful communicators in business tend to be strong in these areas:

Listening – “My biggest challenge is listening to hear, not just to respond,” says Gwendolyn E.V. Monroe, an Atlanta, Georgia-based Toastmaster whose businesses include a leadership coaching practice. Active listening makes others feel valued, reduces mistakes, and produces better feedback for employees.

Storytelling – While most businesspeople can present facts and figures, what’s often missing is the emotion. Savvy start-up owners tell their story in a compelling, memorable way. This grabs attention and gets the audience excited about what they have to offer.

Organization – Skilled business communicators use a well-defined structure to organize their thoughts and present them in a logical order, focusing on what the audience wants to hear.

Persuasion – Business owners contend with a variety of situations—from negotiating contracts to coaxing decision makers—that require an ability to persuade. You’re more likely to get the results you want when you appeal to your audience’s interests.

How to Tap Your Toastmasters Training

As you begin or continue your entrepreneurial journey, it’s wise to evaluate how you measure up in each of these areas. Use this self-knowledge to determine where you need to improve, and which Toastmasters activities will benefit you the most in your role as a business owner. Some options:

Choose a Pathways learning path aligned with your mission. Lemba, for example, chose Presentation Mastery because its projects focus on developing speaking techniques and improving connections with audience members. These skills apply to his networking business, which involves facilitating discussions, introducing speakers, and leading workshops.

Join a club for small-business owners. Monroe says belonging to Your Small Business Toastmasters in Atlanta enhances her business experience. “The conversations we have and the speeches we give serve the core needs of entrepreneurs,” she says.

Practice your pitches. When possible, use club meetings to rehearse and refine upcoming presentations. There’s no safer place to learn from mistakes.

Fill meeting roles that strengthen weaknesses. To improve your ability to give positive, constructive feedback, serve as an evaluator. Other examples: Sign up as the grammarian to sharpen listening skills, or the timer to become more mindful of the clock during your talks.

Serve as a club officer. Each position—from President to Sergeant at Arms—teaches both communication and leadership skills (such as team building, problem solving, and strategic planning) needed in business.

Expand your network. For micro-business owners, making new connections is one of the most valuable aspects of Toastmasters. “My club has not only answered my ‘why’ but it has opened doors to other venues and opportunities I wouldn’t have had otherwise,” says Monroe.

Gain visibility. Participate in a club, Area, or District-level speakers bureau to increase awareness of your professional expertise within your community.

While owning a business can be rewarding, it isn’t easy. In today’s challenging economy, the micro-business owners who succeed will be the ones with strong communication skills. Take advantage of every opportunity to improve yours.

Toastmasters clubs provide a supportive, safe environment to learn and practice public speaking skills. At some point, you may feel the pull of a bigger challenge: speaking to audiences in your community.

Consider making the leap and drawing on your Toastmasters training to speak outside your club. You can speak on topics in which you are considered a subject matter expert or topics you are passionate about, such as hobbies or special causes. In these situations, you are sharing expertise and insight as an individual, not as a member of Toastmasters. Yet you are using all your Toastmasters skills to inform, entertain, and influence your listeners.

In addition to your active club participation, the more stage time you log speaking outside the club setting, the more of a skillful and engaging speaker you will become. “Every time I deliver a speech, I learn at least one thing,” says Travis Combest, a member of Winners Circle Toastmasters in Ashburn, Virginia, and an exercise physiologist who uses his Toastmasters skills to speak outside the club to groups about diabetes prevention and weight loss.

And by speaking about issues that affect those in your community, you can positively impact people.

“I believe that Toastmasters has a bigger purpose,” says Sajeev Kumar Menon, DTM, a member of Bishan Toastmasters Club in Singapore. “Becoming better communicators and leaders may be a primary benefit, but I think we can do much more.

“We can use our skills to become or create change makers and leaders, to inspire people to take up and stand up for small social causes, and to effect change in the world,” adds Menon, who has led workshops for schools in Singapore and India. “We can be the voice for those who cannot be heard.”

Crafting Your Talk

Like Toastmasters, many businesses and community groups are meeting virtually these days, due to COVID-19. However, the good news is, they are meeting and offer potential opportunities for guest speakers. If your club or workplace has been meeting online for the past 11 months, you know speaking in a virtual setting has some unique requirements, technically and in the presentation itself. Keep these tips in mind if you’ve accepted a virtual speaking engagement.

Now, here’s the first step to prepare for speaking outside your club. Come up with three to five “signature speeches” that relate to your expertise. As you put together your talks, consider these tips:

Tease with your title. Intrigue meeting planners with a title that has a list (“3 Easy Ways to Improve Your Lifestyle”); a question (“Does Reading Make You Younger?”); or a startling statement (“The World’s Toughest Bicycle Race”). Titles that begin with “How to” and “Why” also grab attention. Aim for a title that is memorable and simple, and hints at the content of your speech.

Tell compelling stories. Include your own if you can tell it in a way that shares useful knowledge, teaches a relevant lesson, or inspires your audience, says Cindy Cannon, DTM, a member of Georgia’s North Gwinnett Advanced Toastmasters and PB&J Toastmasters. “I tell stories with the STAR approach—by discussing the situation, task, action, and result that occurred.”

Make it interactive. Incorporate group exercises to add some fun. For example, a talk on “6 Easy Ways to Introduce Yourself” could include a brief exercise allowing audience members to pair up in virtual meeting rooms and practice techniques they’ve just learned.

Encourage questions. Use the Q&A session to explain key concepts and obtain audience feedback that can help you refine your talk.

Where to Find Speaking Opportunities

Plenty of organizations need interesting, enthusiastic speakers with a good message. (See Caren Neile’s article to learn about Toastmasters speakers bureaus.) In presenting yourself as a qualified speaker on topics you specialize in, check these places for outside speaking engagements:

Service clubs—Many cities have Rotary, Lions, Kiwanis, or other community service clubs. These groups have an ongoing need for speakers to address their weekly or monthly meetings. Rotary, in particular, would be a good organization to try, given the alliance between Toastmasters International and Rotary International. (To learn more about the alliance, read this article in the November issue.)

Chambers of commerce—These business networks typically hold monthly luncheons, workshops, and other networking events that feature a speaker.

Conferences—Conal Conference Alerts maintains an online calendar of academic and professional conferences worldwide.

Universities and colleges—Check nearby campuses to see if any are hosting forums or symposiums related to your expertise.

Public libraries—Visit your local branch’s website to learn about online workshops, lectures, and other programs with guest speakers.

Special interest clubs—A talk for a sports, photography, or other hobby club makes sense if you have a message geared toward these interests.

Trade and professional associations—Conventions and conferences are mainstays for the thousands of trade groups around the world. Use directories to research associations that might be a good fit for your topic.

Social media—A profile on LinkedIn that highlights your Toastmasters experience, past presentations, and interest in speaking opportunities may help meeting planners find you.

Finally, don’t forget to:

• Put your best foot forward. Arrange for a professional headshot. Generate interest with a concise, well-written biography and short summaries about each signature speech.
• Record your presentations. Find out if the event host will record your speech, or if you should tape it yourself. This is an easy step if you’re using Zoom, the video platform used by most groups these days.
• Request a written testimonial after your speech. Share a copy with your Toastmasters speakers bureau (see article below) if you belong to one.
• Repurpose your talk. Why not turn your presentation into an article for a publication? Or post two or three key ideas on your blog?

It takes time to develop a polished, well-crafted talk and land your first outside speaking engagement. Keep at it. Once you become known in your community, you may find yourself with a good problem: more speaking invitations than you can handle.