Sooner or later, you’re going to have to get up and speak in front of an audience. Companies are now sending junior executives to speak at conferences to educate customers and prospects and help spread the brand’s message.

Unfortunately, speaking remains at or near the bottom of the list of priorities for most people even though ultimately it becomes a job requirement. Equally unfortunately, training budgets have been cut in recent years leaving those junior executives – and everyone else – to fend for themselves.

So today, I want to share 5 tips about how you can start strong with public speaking and grow your skills so when opportunity calls, you’re ready.

Perfect your “elevator pitch.” I call this the “introductory pitch.” You may only need one for now, or you may need 3 because you sell to more than one type of customer. Naturally, it should include your name and what you do. But you also need a hook. A hook is intended to encourage people to want to learn more. It can be as simple and readily available as what you did for a typical client that illustrates a before and after. Every time you introduce yourself to someone new is an opportunity to practice, fine-tune, and tweak this pitch. Corporate employees – Volunteer to speak internally and externally. Offer to share your expertise at a lunch and learn, internally or for a client. Perhaps your company is a sponsor at an industry conference and included in the sponsorship is an option for a representative of the company to deliver a 3-5 minute pitch. Put the word out that you’re available for that or panels or any type of speaking. Trust me, it will not be a crowded field and as a result, you’ll stand out. Entrepreneurs – Volunteer to speak at local business organizations. There are more places to speak than speakers to place. And there are even fewer good speakers to place. Start attending and networking. Connect with organizations’ program chairs and offer not only to get on the roster, but to sub if another speaker cancels. Don’t worry – if that happens and you’re not ready, you can always say you’re already booked ;-). Get coaching. This is non-negotiable. The good news is there is so much to choose from at price points from practically free (Toastmasters) to investment grade private coaching. Perhaps your company has a speaking club. If not, maybe you can form one. There are good online programs and products (low to moderately priced). Your budget and the stakes will determine what you take advantage of. Please note: If the stakes are high, don’t skimp. Practice. Every opportunity you have to speak in a professional environment is a chance to practice public speaking. Speaking to colleagues, superiors, clients, doing conference calls and/or video conferences are all opportunities to hone your craft and gain confidence.

Public speaking continues to be the greatest marketing and personal branding tool no one wants to use. Decades of experience have proven to me that the vast majority of professionals will not volunteer or do the work necessary to refine and master these skills. Therefore, it’s a tremendous opportunity for people like you, who will.

What will you do first?