Understanding Cosmetic Procedure Marketing
Speaking Your Way to the Top
Excerpted from Ad Genius Newsletter, May 2002

By Kim Peek

If generating media exposure is not on your client's list of priorities, maybe he'll consider public speaking as a means of generating interest from prospective customers. Dr. Reesa Woolf, executive speaking coach, suggests speaking at health clubs, at bridal fairs, to women-in-sales groups and to women executive networks. Doctors in the practice could also develop their own seminars and invite prospective clients to attend, advertising the free seminar on cable.

Vickie Sullivan, author of Speak to Sell™, notes that doctors and dentists want leads and credibility. Public speaking can help the medical professional garner both.

Sullivan describes the three major mistakes people make when they are speaking that ensure they do not get business from speaking:

• They sound like everyone else. Their message is not different and because it's not new to the audience, the speaker has not positioned herself as being different from the competition.
• They are boring. There's a way to tell a story so it's interesting. Don't make the mistake of thinking that because you are articulate in front of one person, you'll be articulate in front of 50. If you need help punching up a story, hire a humorist to jazz it up for you. To find one, contact your local chapter of the National Speaker's Association and ask for the names of the humorists. (You can do this by logging into their online directory.)
• They don't leverage the opportunity. They think the speech itself is enough to get leads. Just collecting business cards is not enough; have a plan to follow up.

Sullivan says that sales people are notorious for using examples that tell how great they are. Instead, they should make the client the star by making sure their stories have a point and by focusing on the lesson learned.

When a salesperson makes themselves the focal point of the speech, saying, "I did this, I did that," it looks like a sales pitch. Appearing to sell is the kiss of death. Sullivan recommends choosing topics that the audience will see value in -- even if they choose not to buy your product.

Check out www.adgenius.com for the complete article and related articles and information.

"You were very thorough in your knowledge of the speaking industry and of my situation. Your strategies were on target and effective in moving my speaking to the markets I want to expand in. Your advice also prevented costly mistakes I would have made by following the traditional approach. Thanks for your help."

Chris Mercer, CEO
Mercer Capital
www.bizval.com

It's one thing to decide to change.It's another to know that your changes will get results. Ready to test your assumptions? Get a reality check with Vickie's market assessment .

Ready to get more income and clients from your speaking? Get Vickie's inside scoop at SSS Products -- or go to SSS consulting regarding individual help. Don't know which way is best? Contact Us to set up an appointment to brainstorm!