Live, One Stage, It's...YOU?
Make your next seminar or client event a smashing success with these tips from Vickie Sullivan
Excerpted from Ad Genius Newsletter, October 2002

By Kim Peek

It's fourth quarter and many of you are trying to figure out 1) how to make your annual budget or 2) how to jump start 2003 revenues.  As you brainstorm the possible methods of quickly generating big commitments from long-term clients, your list is likely to include a client seminar -- or one of many creative and colorful variations.  To help make your next sales event more profitable, consider the following tips from Vickie Sullivan of Sullivan Speaker Services (www.SullivanSpeaker.com).

Before the Speech
While you want to speak to a full house, remember that quality is more important than quantity.  To get quality leads, invite any prospects who have inquired about advertising with you.  Birds of a feather flock together, so be sure to ask your existing clients to invite their business associates.  Give out guest passes to prospects who are considering your services and who are on the fence.  And, always remember to over book.  Business people are busy people; there will always be confirmed attendees who do not show up.

Make the Speech Attention-Getting
To make your speech memorable, Sullivan says it's essential to examine your "critical beliefs," those nuggets of wisdom you can share that will cause people to say, "Oh, my ... she's right!  I never thought of it that way!"

"Question conventional wisdom when appropriate," Sullivan says.  "People know what they need to do, but they are not doing it.  Why?  That's the issue.  You have to look at where the people zig instead of zag.  You need to have an attention-getting opening that really pounds the speech home  -- a startling statistic, a personal story that will draw the audience in and then when they are all comfortable and laughing, boom!  You hit them with the theme of the speech.  At the end, you have a compelling ending, which is really a call to action.  You usually have a story or poem."

She adds that it's important to know your information cold, so you can interact with and "play with" the audience.  When you are overly-focused on creating a good impression, you are not relaxed and you cannot see the humorous things that will create memorable interactions with the audience.

Instead, she suggests giving attendees free reports, or key findings from a survey conducted at the seminar -- customized to individual participants.  To promote her own business, Sullivan offers seminar attendees a one-hour strategy session at a deep discount.

The idea is to show you are a resource and that your company is using aggressive outreach to get more customers.  For example, media reps could offer an advertising assessment tool that potential clients could use to evaluate the effectiveness of their existing advertising, a creative evaluation or a free brainstorming session.

The object is to provide something that goes beyond just having an article to give out.  The best tool is something that gets the client more involved with the company.  You want to make it worth a person's time to raise his hand.

While the prospects are still in the room, it's a good idea to attempt to further qualify leads.  One tactic Sullivan uses in longer sessions or workshops is to allow people to self-qualify while going over "housekeeping" items.

A speaker might say something like, "We are going to have Q&A throughout the session.  A few people have asked about what my company can do for you.  To keep clean here -- I'm not going to pitch from the podium -- but if you do have specific questions about your company, put an asterisk on the back of your card.  I will call you within 24 hours, and I will answer your questions individually.  Now, let's move on to ..."

Sullivan says this tactic makes it look like you're used to being barraged, and it allows people to self-qualify.  Back at the office, you pull out the cards with the asterisks and follow up on those leads first.

Check out http://www.adgenius.com/ for 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!