7 qualities of an exceptional SKO speaker

Sales kickoffs (SKOs) are one of the most crucial enablement and learning events for sales teams.

Typically organized at the beginning of an organization’s fiscal year, SKOs not only aim to energize and inspire the sales teams, they also serve as the perfect platform to communicate the company's goals, fiscal year strategies, expectations, innovations, product/solution evolutions, and latest go-to-market messaging.

Whether organized for an in-person experience or conducted virtually, SKOs offer a unique opportunity for training, awareness, communication, team building, and networking. They provide an invaluable avenue for celebrating collective successes and instilling a sense of unity and purpose among your sales team.

Given the role and importance of an SKO in setting the stage for sales teams for the upcoming year, securing a strong line-up of speakers to drive the SKO agenda becomes an extremely critical activity for sales enablement experts. Let’s explore this further.

Why your SKO speaker matters

A great SKO speaker plays a monumental role in setting the tone for the entire event and energizing the sales teams.

By setting clear objectives through their content, providing clarity on key strategies, and sharing actionable insights that are rooted in experience, a seasoned SKO speaker is instrumental in enhancing productivity, boosting morale, and preparing the salesforce to tackle challenges, which ultimately drives better performance and revenue growth.

Through their impactful messaging and ability to influence as a leader or as an expert in their domain, a powerful SKO speaker can help drive behavioral change and encourage professional development, adaptability, and continuous improvement.

The impact of their narrative, guidance, and fresh perspectives can extend well beyond the event and instill confidence and passion in sales teams by motivating them to stay focused on achieving their targets.

In short, the right SKO speaker wields the power to significantly enhance sales performance and foster team cohesion.

So what are the key qualities and essential characteristics that sales enablement professionals must look for when sourcing SKO speakers to drive a successful event?

Read on as I uncover the following core traits of an effective SKO speaker in this article:

Credibility and expertise
Exceptional storytelling skills
Adaptability and flexibility
Passionate and memorable
Strong stage presence
Presentation technology adeptness
Diverse background

1. Credibility and expertise

When sourcing an SKO speaker, one of the first things to look for is whether they have the necessary experience to be perceived as a credible source of authority on the subject matter.

Credibility is imperative to establishing trust and commanding respect from the audience. It also enables the audience to be more receptive to the speaker’s message and allows that message to stick.

The best SKO speakers bring deep experience in sales, understanding of the company’s products and solutions, knowledge of different customer personas and their pain points, and proven strategies to win customers and land deals.

Their long-term exposure to the trade allows them to provide highly practical and actionable insights as well as share valuable best practices with the audience. They can speak to the specific challenges and blockers the sales team may be facing and offer solutions, guidance, and best practices on how to overcome them.

Expert SKO speakers can tailor their content to meet the learning and evolution needs of sales teams at the given moment in time and help them feel more prepared for the challenges ahead.

This makes the SKO not just inspirational, but also highly practical and impactful.

Deep experience, however, is not the only source of credibility for SKO speakers. A track record of success, consistent high performance, evidence of leadership or innovation in sales, peer recognition, or industry expertise – can all serve as a source of credibility for the speakers.

Credible and authentic SKO speakers can engage and motivate the audience by providing visionary leadership and forward-thinking perspectives on market trends, industry dynamics, and evolving customer needs.

By providing insights into new sales techniques or proven sales plays, they encourage out-of-box thinking and discussion of ideas and approaches on how to stay ahead of the curve.

2. Exceptional storytelling skills

Exceptional storytelling capability is a key success criterion for an excellent SKO speaker.

Compelling stories rooted in personal or shared team experiences offer a great way of engaging and captivating the audience from the outset.

Stories also help provide context and meaning to the message. When the content is dry, highly facts-based, or too technical, stories can help add color to the narrative and allow for more effective reception and retention of the key messages.

SKO speakers who are masterful storytellers can create a lasting impact by sharing stories and anecdotes that resonate emotionally with the audience.

Instead of simply explaining the slide-based content, they incorporate stories of personal challenges, wins, or other relatable experiences to connect with the audience. They take the audience members on a mental journey to those moments in time and pull them into the narrative, which helps the audience see themselves in the story, relate to it, and stay engaged.

Through highly memorable messaging that is powered by stories, these storytellers fuel long-term motivation and enable the team to feel energized, resilient, and goal-oriented over the course of the year.

By leveraging stories of collaboration, teamwork, and collective wins, they help emphasize the importance of working together to achieve common goals which reinforces a positive team culture.

3. Adaptability and flexibility

The ability to adapt and adjust to the ebbs and flows of an SKO is another key trait to look for in a great SKO speaker.

Before the live SKO, a good speaker stays agile and audience-focused during the content development and event preparation stages.

They take time to understand the company’s specific goals, values, and challenges and craft a presentation that fits the organization’s unique context, strategy, and vision. They’ll also make a conscious effort to align their messaging to the SKO theme, if one exists, and make sure that it sets the right tone and expectations for the audience.

SKOs are a high-pressure event, especially for the sales enablement teams who work tirelessly behind the scenes to make all aspects of the event, including speaker and audience experience, a resounding success.

From building the end-to-end SKO agenda, sourcing speakers and content, finalizing the event show flow to booking the venue, and taking care of event logistics, the job of sales enablers is nothing short of a masterful juggler.

It’s therefore not uncommon that deadlines often shift or get accelerated due to constantly changing variables and unforeseen circumstances.

This in turn, impacts content finalization dates, stakeholder/leadership reviews, dry runs, recording schedules, and know-before-you-go communications.

Good SKO speakers therefore are those who are not only invested in their specific session’s content, but also those who are committed to the dynamic spirit of SKO and respectful of its logistical complications.

They:

Show high commitment to the quality and delivery of their content.
Align and adhere to internal programmatic deadlines and milestones.
Exhibit high responsiveness to status requests and communications.
Stay open to feedback and content changes.
Work collaboratively with an open mind.
Showcase adaptability throughout the SKO.

The flexibility of a skillful SKO speaker is also tested during their live delivery.

A good speaker stays on alert and ready to pivot on the fly. They know how to read the room and adjust their delivery style, content, pace, flow, or energy based on audience reactions. They tailor their message to the audience's needs and provide customized strategies and insights that address the specific challenges faced by the sales teams.

And they know how to shift focus to what’s most important in the moment and provide the encouragement needed to keep the audience engaged and aligned to the overall objectives and vision of the SKO.

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4. Passionate and memorable

Passion and memorability are another set of vital characteristics to identify in a successful SKO speaker.

A great SKO speaker exudes energy and passion for both the topic and the profession of sales. They exhibit contagious enthusiasm that fires up the inspiration in sales reps and urges them to embrace the new fiscal charter with vigor and positivity.

Besides being passionate, an adept speaker also drives clarity and memorability of key messages. They ensure that the presentation content and key themes are conveyed with the kind of precision and simplicity that leaves the audience with memorable and clear takeaways.

Masterful speakers often coin and share a simple phrase that encapsulates the essence of their presentation. This signature catchphrase serves as a motivational reminder during the year and ensures that the messaging is consistently followed across the entire sales team.

It also helps create a unified approach across the board that supports the engagement with prospects and customers.

Memorable SKO speakers employ a unique style of delivery.

It could be through humor, interactive presentation elements, creative use of multimedia, or other unconventional methods to energize the audience – such as a grand entrance to the stage with a quick dance to a popular song.

Skilled SKO speakers do something different that makes the audience pause, think, reflect, or even laugh, thereby cementing the key messages and helping them stick in the minds of attendees long after the event.

5. Strong stage presence

A powerful stage presence is another elementary trait that sales enablement pros should be conscious of when inviting future SKO speakers.

A proficient SKO speaker has the capability to command the stage and capture the attention of the audience through confident body language, vocal delivery, and eye contact.

They project authority without coming across as intimidating or overbearing. They exude charisma and know how to connect with the audience on a personal level, making each person feel like they’re part of a larger vision. This in turn, helps reinvigorate the sales team and drives them to be more productive, proactive, and creative in their approach to selling.

Besides being charismatic, successful SKO speakers also exhibit a shared empathy for the audience. They understand the emotional and mental challenges of being in sales.

They openly acknowledge the frustrations and pressures salespeople face, which makes their message feel more relevant and authentic. By showing empathy, a seasoned speaker builds rapport and a personal connection with the members of the sales team, which makes them more open to absorbing the key messages and advice.

6. Presentation technology adeptness

Whether the SKO is delivered in person or virtually, familiarity and adeptness with presentation technology, platforms, and tools is a must-have requirement for an SKO speaker.

An engaging SKO speaker uses visuals, multimedia, mobile-based games, and other creative interaction strategies to enhance their message.

Instead of relying solely on text-based slides, they incorporate engaging videos, infographics, and even breakout groups when appropriate to keep the audience's attention and enhance the reception and recall of key messages.

Great speakers are tech-savvy and are comfortable using complementary software apps to support their presentations.

Whether it's interactive polling, word cloud activity, pop-up quizzes, live Q&A sessions, or real-time demonstrations, talented speakers know how to tap into the power of technology to add value to their session content and enhance audience engagement.

7. Diverse background

The final quality to be mindful of when sourcing SKO speakers is their diverse background.

A strong SKO agenda calls for varied yet balanced perspectives from different departments within an organization that influence and contribute to the success of sales teams. This includes marketing, product teams, sales operations, customer success members, and even customers.

As sales enablement professionals solidify their line-up of speakers, it is imperative for them to look for speakers that represent different backgrounds and teams.

Diverse speakers offer unique insights, enhance creativity, and provide fresh approaches to problem-solving. This not only enriches the overall SKO narrative, it also allows the messages to resonate closely across the audience.

A diverse panel of speakers ensures that all parts of the audience – including those from different roles, teams, regions, and demographics – feel represented and heard. It also fosters an inclusive atmosphere, which in turn boosts engagement and morale across the sales teams.

In closing

By combining these qualities, sales enablement pros can formulate a highly effective panel of accomplished SKO speakers who both inspire and educate the sales teams as well as focus on engaging and preparing them for the challenges and opportunities ahead.

This enables their messages and guidance to not only motivate the audience in the short-term, but also provide long-lasting value that helps shape the team’s success and growth throughout the year.

Discover more from Neha:

Top 7 qualities of an exceptional SKO speaker