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13 Fabulous Ways to Get Paid Speaking
Engagements
by Kristie Tamsevicius
Published on this site: October 13th, 2006 - See
more articles from this month
Sometimes finding good leads for speaking gigs can feel a bit like hunting
for a tropical spa with umbrella drinks in the dessert. It's easy to get
discouraged. But yet when you see superstars that are booked solid, you
know that it can be done. So how do you find leads for paid speaking engagements?
Below are 13 techniques you can use to find good contacts and get yourself
booked!
- Define a niche.
According to Networking expert, Lillian D. Bjorseth, a niche can be
defined as types of organizations you want to speak for, an industry
you want to specialize in, or a subject matter. By defining a clear
niche, you instantly set yourself apart. The next challenge of course
is to become known in your niche.
When you become the leading authority in your field, people seek you
out. Speaking trainer Burt Dubin says, "There's no point in being
a fine marketer until you have expertise to offer. And your expertise
has gotta be in a specific niche. A niche where folks with cash in their
jeans recognize your value and are willing to invest in what you alone
know. Here's how to select your niche: identify the topic or issue in
which you're willing to do endless and ongoing research for a market with the means
to pay you."
- Free to Fee.
Speak for free in places likely to have people who could hire you for
fee. Often there are people in these audiences who could hire you. Check
your local Kiwanis, Lions Club, Chamber of Commerce, and Rotary clubs.
After speaking recently in the Women's Economic Development Outreach
event, someone in the audience hired me for a speaking engagement for
their group. If they hadn't seen me speak in person, it's very unlikely
that this person would have contacted me.
- Attend Events.
Go to the events that your ideal clients attend and mingle with the
decision makers who could hire you. "The Transition Man" Johnny
Campbell says, "Research the event ahead of time. Know who will
be in attendance. Have a hit list of people you want to connect with.
Ask first what they do so you can tailor your 30 second pitch to address
how you can help with their specific needs."
Johnny likes to go to chamber meetings and sit at the far end so he
goes last introducing himself. That way he can listen first to who is
in his audience and tailor his 30 second introduction. Once he did this
and a gentleman was so impressed that he immediately handed him a business
card and said, "Call me."
- Speaker Directories.
There are websites that list speakers for a fee. Meeting planners sometimes
go to these directories looking for a speaker on a certain topic.
- Smile and Dial.
Flipping the pages of a meeting planner directory and cold calling can
drum up business. Most speakers who use this approach successfully make
40- 50 calls everyday. If you are smart about finding the "right"
targeted leads to call, this is especially effective.
- Ask for referrals right from the platform.
Keynote speaker and master certified coach, Rich Fettke says this when
he speaks to groups "As you can tell, I am really passionate about
what I do. If you know of a group who could benefit from this message,
please hand me a business card afterwards."
- Referrals.
Ask for referrals from existing clients who have hired you to speak.
If you ever have to lower your fee, you ask for letters of recommendation
and referrals as part of the deal in exchange for the discount.
Burt Dubin offers this tip to reward those who refer you.
"Let your clients or customers know they are rewarded for referring
folks who invest in what you offer. Give appropriate gifts, depending
on the size of the ticket. I give a choice of gifts. A dollar amount
in cash or a higher dollar amount given to their favorite charity in
their name, or a certain dollar amount in free product. Reward referrals
generously."
My personal thought is that a heartfelt note, a Starbucks gift card,
a phone call, or even flowers is a wonderful way to say "thank
you - I appreciate your referral!"
- Get on Your Prospect's Radar Screen.
Top of mind status comes from word of mouth of your clients, being "seen"
in the pages of print media, and from testimonials of audience
members.
Know where your audience goes and be there. This includes your prospect's
ezines, clubs, organizations, bulletin boards, and magazines.
- Speaker Website.
An effective speaker website gives a meeting planner everything they
need to decide that you are the perfect speaker for their event. You'll
want to include downloadable one sheet (brochure), testimonials, program
descriptions, media coverage, results gained for other clients, and
your speaker video.
Lillian D. Bjorseth, the Networking Expert, shared how she got a lead
from a major company who wanted to hire her and found her on the website.
The person came back to their planning committee who said, "You
found her where?" "Have you even seen her speak? My reputation
is on the line here." Then after reading testimonials from clients
who hired Lillian to speak, they were happy to hire her.
In the past 2 weeks, having a speaking video on my website has gotten
me the job. A client was hemming and hawing and said, "Can we see
you speak somewhere locally first?" I told them where they could
view my speaker video on my website and in 5 minutes they called back
to book me.
- Join organizations where people can hire you or might be able to
refer you to people. Review your organization memberships at the end
of the year before you renew to make sure that the fees was worth it.
- Publicity rules! Red Zone Marketing speaker, Maribeth Kuzmeski says
that hiring a full time publicist has made all the difference in her
speaking career. She says that when people have seen your face enough
times in publications they get to feel like they know you.
- Invite prospects as your guest when you speak to groups.
That way they can experience you firsthand. After they experience the
power of your speaking, they are likely to hire you or even refer you
to others.
- Building relationships.
Communication expert, Cyndi Maxey, says her secret is to keep in touch
with her clients and prospects. She sends articles to them to let them
know she is thinking of them. She also likes to send cards and call
them from time to time. As Cyndi says, "Never let them forget your name.
You want to be top of mind when they are ready to hire."
Kristie Tamsevicius - turns entrepreneurs into the lavishly paid
in-demand experts in their field. Learn how to attract customers &
gain visibility while successfully promoting your business online with
our free report "Web Branding Secrets" at http://www.brandingonthenet.com/branding1.htm
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