Key Takeaways:
- Crafting a great speech starts with defining what you want your audience to think, feel and do as a result, and then following a series of proven fundamental guidelines.
- For a typical 20-minute speech, begin with a 3–4 minute introduction to grab attention (think), set the emotional tone (feel) and preview the journey (do).
- The body of the speech, app. 12-14 minutes, should be divided into three blocks of app. 4-5 minutes: acknowledging the past, focusing on the present and inspiring for the future, plus a 3-4 minute closing to reinforce your messages and deliver a strong call to action.
- Make “Think, Feel, Do” a foundation for your slide design, using charts and graphics for information (Think), images for emotion (Feel) and a bold call to action as a closing statement (Do).
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When senior executives begin to craft their remarks for National Sales Meetings and other high-stakes events, their broad goals are generally to foster confidence and pride, build teams and promote embrace of, and engagement in, strategies and/or initiatives.
One of the most effective disciplines many accomplished executives use to achieve those goals is to define them as specifically as possible – essentially, to start at the end:
What do you want your audience to think (or know) as a result of your speech?
What do you want them to feel after you have delivered it?
What do you want them to do going forward from the event?
From that starting point, developing an engaging, effective speech is a matter of following a proven roadmap that based on a clear thought process before you start writing:
Understand the audience
Identify their needs, challenges, and aspirations. What motivates them? What concerns might they have about the business or their roles? Reflect on their shared experiences – both successes and struggles – to make the content relatable and authentic.
Define the purpose
Clarify the primary objective of the speech: Is it to inspire, inform, celebrate, or set direction? Typically, a National Sales Meeting speech should do all of these, but prioritize based on the current business context.
Craft key takeaways
Decide on 3-4 core messages the audience should remember. These messages should align with the broader organizational goals and be actionable.
Balance “Think, Feel, Do”
Ensure the speech provides intellectual clarity (Think), emotional resonance (Feel), and actionable motivation (Do). All three elements should be integrated throughout.
Incorporate personal and team stories
Use storytelling techniques to make the speech memorable and human. Stories should highlight challenges overcome, lessons learned, or key wins tied to the speech’s themes.
Plan visual support
Consider how visuals will complement the speech. Slides should emphasize key points without overwhelming the audience using imagery, minimal text, and clear and simple data representation.
Follow the Roadmap
For National Sales Meetings, a typical senior executive speech lasts about 20 minutes. Depending on the circumstances, that can feel like an eternity or a blip. But if you follow this Roadmap, it will feel just right.
Note that this Roadmap outlines messaging related to “Think” and “Feel” for all elements, but leaves the “Do” for elements that embody a specific call to action.
1. Introduction (3-4 minutes)
Grab attention (Think):
Open with a surprising fact, bold statement, or industry insight to engage the audience intellectually. Example: “Did you know that 80% of our revenue this year came from just 20% of our customers? This insight is changing how we go to market.”
Set the emotional tone (Feel)
Share a personal or team story that establishes connection and pride. Example: “Last year, I watched our Southeast team navigate a customer crisis with grace, turning it into a record-breaking opportunity. That’s the spirit of this organization.”
Preview the journey (Do)
Provide a roadmap of the speech, setting expectations for the audience.
Example: “We’ll celebrate our successes, confront our challenges, and align on a bold vision for the future.”
2. Body (12-14 minutes)
Acknowledge the Past (4-5 minutes)
Promote pride in the team (Think)
Present data or achievements that validate the team’s efforts. Use visuals to emphasize progress. Example: “In the past year, we grew revenue by XX% and expanded into a new product category. Here’s how each team contributed to that success.”
Reinforce connection within the team (Feel)
Highlight stories that resonate emotionally, recognizing individual or team achievements. Example: “Let’s take a moment to acknowledge Jamie’s leadership in creating one of the most successful promotions in company history. It’s stories like these that show the power of creative persistence.”
Focus on the Present (4-5 minutes)
Establish context (Think)
Explain the current landscape—both opportunities and challenges. Help the audience understand the strategic priorities. Example: “Today’s customers expect not just products, but solutions that build their business. That’s why we’re enhancing our cross functional consultative sales training.”
Promote receptivity (Feel)
Use relatable anecdotes or observations to connect emotionally. Example: “I know it’s tough to hear, but every conversation builds trust. And trust drives results.”
Inspire for the Future (4-5 minutes)
Paint a picture of it (Think)
Present a clear and compelling vision for the future, supported by data and logical steps. Example: “Over the next 12 months, our goal is to increase market share by X%. Here’s how we’ll do it—together.”
Make it real (Feel)
Create excitement by describing what success will look and feel like. Example: “Imagine standing here next year, celebrating the best year this company has ever seen because of what we accomplished together.”
Make things happen (Do)
Issue a specific, actionable challenge. Example: “Going forward this year, I challenge each of you to recommend consultative solutions to our customers that will build their business and ours. Let’s see what’s possible when we take bold action.”
Reinforce your messages (3-4 minutes)
Summarize key points (Think)
Reinforce the main messages in a concise, memorable way. Example: “We’ve reflected on the past, assessed where we are today, and set a vision for the future. Now it’s time to act.”
Leave an emotional impression (Feel):
Share a final, inspiring story or quote that leaves the audience with pride and energy. Example: “A customer once told me, ‘You don’t just sell products—you solve problems.’ That’s the legacy we’re building together.”
Inspire action (Do):
Conclude with a clear and motivating call to action. Example: “Let’s take that first step today. Together, we’ll write the next chapter of our success story.”
Slide Design
Keep it Simple
- Use a clean layout with minimal text. Emphasize visuals over words.
- Avoid clutter; focus on one main idea per slide.
- Simplify data visualizations. Highlight key takeaways rather than presenting overly detailed charts.
- Design slides to keep the focus on the speaker. Avoid overly busy visuals that compete for attention
Use High-Quality Images
- Choose professional, high-resolution images that align with the company’s brand and message.
- Ensure images are relevant and support the point being made.
Consistent Branding.
- Maintain a unified visual style throughout the presentation.
Readable Fonts
- Use large, legible fonts (24 pt or larger for body text, 36 pt or larger for titles).
- Choose sans-serif fonts for better readability on large screens.
Contrast and Visibility
- Ensure text and visuals have high contrast for visibility in large rooms.
End on an Impactful Note
- Use a final slide with a bold statement, such as “Together, we win!” or “Let’s make history!” to reinforce the call to action. (Do)
Delivery
Rehearse thoroughly
Practice timing, tone and transitions, and double-check (walk through) visuals and tech readiness at on-stage rehearsal.
Engage the audience
Use rhetorical questions or quick interactive moments to maintain energy.
Be authentic
Speak from the heart and connect on a human level.
The “Think, Feel, Do” construct is foundational to our approach.
The guidelines we’ve discussed here are based on our experience working with senior executives to produce impactful presentations and the communication campaigns around them. We think of meetings as inflection points that can kick off a step-change in how companies operate, implement initiatives and build their cultures and communities.
Meetings can be the action points in a holistic, year-round continuum of face-to-face and virtual touch points in a hybrid work world, if they are designed to powerfully drive your vision, map your strategy, foster your culture and deliver shared experiences that build teams and inspire action.