I was having lunch with a man the other day, and he and I have been developing a friendship over the past six months or so. I have a great deal of respect for this man. He flew fighter aircraft all over the world – Europe, Northern Africa, Turkey, the Republic of Korea and throughout the US. He was selected to attend the U.S. Air Force Fighter Weapons School – the Air Force version of Top Gun. If that didn’t get your attention, he also led the United States Air Force Thunderbirds as the commander and demonstration leader. 
When this man speaks, it’s like listening to spoken poetry. His words match his tune, his movement is fluid, and his message is powerful. In fact, he’s one of the most gifted speakers I’ve ever heard. I do not say those words often, but I said them to him the other day. With that kind of background and that kind of talent, he’s also guilty of struggling with one of the biggest obstacles that face any speaker. What’s the obstacle I’m referring to? He’s guilty of fumbling his close.
You’ve seen this scenario before. After a typically clumsy introduction of sorts, a speaker steps in front of an audience, and begins the journey. The good ones will start with a story, quote or analogy of some sort. If you’re watching a talented speaker, you can feel the momentum beginning to build. Soon, the speaker and the audience are one, and together they travel on a wonderful voyage. When it comes together, it’s like magic. Then, that magic comes to a screeching halt as the speaker says, “Well, thanks for inviting me here today,” and accepts a polite applause.
When you watch a poor close to a presentation, it’s almost feels like you’re watching a poor close to a movie. Imagine that after the last line of dialogue in a good movie, someone just stopped the film, turned on the lights and said just this: “Well, thanks for coming here today.” All that time invested in initiating, and building momentum, and so much of it is lost when the close is not handled properly.
One of the culprits is the dreaded question and answer session. I can’t tell you how many times a client has asked me to close with a question and answer session with the audience. It’s not that I don’t value a Q & A session; it’s just that from a speaker’s standpoint, it isn’t the most dynamic part of the presentation. In a sense, it’s a necessary evil; it’s often needed, but often a momentum killer. The lights come on, and the presentation abruptly ends.
But that’s not how it has to be. I challenge you, as I challenged my friend, to think out that close. Obsess on it if you have to. Write it out and memorize it. Save your best story, quote, or analogy for the close. Where is it written that the speaker is no longer allowed to spend 60 seconds longer with an audience after a Q & A?
I look at a presentation somewhat like performing on a piece of gymnastic equipment. Watch a gymnast and you’ll see a strong opening, a solid routine, but we all know what we’ve really been waiting to see. We watch for the dismount, and we watch to see if that gymnast can execute the most difficult trick of all: We’re all waiting to see if that athlete can dismount from his or her given apparatus in a spectacular fashion, and “stick the landing.”
The next time you’re asked to speak, start strongly, gain and build that momentum, but if you really want to perform like a pro, whether there’s a Q & A session or not, “stick the landing.”
Rob,
Thank you for this blarticle. I too have struggled with the presentation close. It was something I began to notice, as I delivered the CSP training here more often, that needed my attention. I hated the traditional “thank you for your attentivenes and engagement today. Good Luck!”
I recently wrote a piece that pokes fun at the numerous acronyms our industry and especially our company uses. It has taken on a life of its own and has become the close to my presentations. But I was wondering if it was just me that felt I needed the stronger close.
Your blarticle today confirmed my suspicion that the audience needs to us “stick the landing” because its all about the first and last impression.
Thanks for your ongoing guidance and expertise.
UPTICKS,
Doug Marlow, CFP
TIAA-CREF
Great hearing from you Doug. You’re in good company because I’m 31 years at this, and still take a hop or two on my landings now than then. But when I’m thinking about it, and prepared, it’s a beautiful thing! Thanks so much for your comment!
Rob,
Thoroughly enjoyed both the conversation and the BLarticle. Great council and advice my friend… I’ll stick the next landing – guaranteed!
JV
Well… now that you’ve outed yourself, BLArticle® nation please meet JV Venable. A VERY talented speaker, and the inspiration behind this BLArticle®!
One of your best BLArticles to date, Rob–thanks! Really important, and something often completely overlooked! Also, I agree completely about saving close until after the Q&A–something I learned from years of doing public earnings releases. Always leave yourself the opportunity to accelerate toward and through the finish line!
Nick
Always great to hear from you Nick! I think the transition we are looking for AFTER the Q & A is a simple, “Thank you for your questions. I’d like to leave you with one last thought…” Tuck in that last story, analogy, quote, or thought, and land without a hop! Thanks for posting my friend!
Great BLArticle, Rob – as usual. As you know, I’ve been doing a T.V. show for a long, long time. Over 600 shows! And I always wonder how I should ‘close’ our shows. I sometimes worry – that after a good program, I’d hate to say something kinda ‘dumb’ – and leave a negative impression with our viewers. So I just decided to memorize a ‘canned’ close…smile…and wave…and say…”See ya next week, folks!
The name of the show is “Communicating Today”.
The ‘canned’ close is…”Keep on Communicating for Success!”
..so far…so good!
John M.
‘C.T.’!
Over 600 shows, and I’ve been on three of them! If you want to watch a pro work, watch “Communicating Today” with John. That said, how about experimenting by leaving the audience with a short story that connects to the guest’s topic you are interviewing? Thanks, as ALWAYS, for posting!!
Rolles, another inspiring and informed BLArticle! I’m watching the opening of the Sochi Games – lets hope Team USA, and all your clients and friends, “Stick the Landing”! Thanks, Rob.
Funny – we associate “sticking the landing” with gymnasts, but there’s a lot of jumping and landing in winter olympics too. Always great hearing from my man Phil!
Rob:
This one made me think. Had to think about presentations I’ve been to. And really compare the ones where I was left impacted at the end, and possibly giving a standing Ovation, vs. the ones that I was looking at my watch or wondering what just happened.
Have got to have good book ends. Thanks for the reminder.
Interesting you mention a standing ovation. If they get out of their seats, you’ve stuck the landing! What many audiences don’t know is that if a standing ovation is earned, it is one of the greatest compliments a speaker can ever receive. I kid you not; on the rare occasions that I get one, I’m moved by the experience. Thanks for posting Jeff!
Rob,
Another powerful Blarticle…Just this weekend I had the opportunity to speak in front of about 40 or so people…I stuck the close but missed the the window to even offering a Q&A. For me that would have won the Gold.
Yep. Put that Q & A before that close. Then 60 seconds or so and stick that landing. Thanks for posting Ron!
One of the best things I have read in a long time. We all know we should do something like this but putting words to action is rately done. Just like having a good conclusion to book me to have a thoughtful closing so that they remember not just what was said but how you made them feel.
I like the way you brought feelings into this. I totally agree. We seem to obsess on features and benefits, and facts, and figures. At the end of the day, as you said, what will be remembered is how we make people feel. Thanks so much for lending your voice to this topic!