How to Measure the Success of a Speech

In “Reasons Why Audiences Applaud at the End of Your Speech”, I pointed out many reasons why audiences applaud and give standing ovations other than you delivering a fantastic speech. Therefore, it is foolish to use applause as your only measurement for determining the success of a speech. When working with my clients, we begin by defining the specific outcomes/measurements we will use to determine the success and improvement of a presentation. So, what measurements can you use? Here are a few options:

• Percent of the audience that purchases your products/services after the speech
• Number of referrals after the speech
• Increase in positive written testimonials. People will usually say nice things to your face, so it’s not the best idea to rely only on what people tell you right after your presentation.
• Percent of the audience that signs up for your newsletter
• Increase of blog subscribers
• Positive recommendation letters from clients
• Increase of hits to your website after a speech
• Number of business cards exchanged
• Number of prospecting/follow up meetings scheduled

What other measurements do you use to determine the success of your presentation?