Article: When Applause Just
Isn’t Enough: How To Get More Clients From Giving Speeches
RainToday.com, August 2005
By Vickie K. Sullivan
By now, it's old news. Experts know that speaking at conferences
and conventions builds a platform of credibility, visibility
and "brandability."
The Assumption: That giving a great speech to the
right audience will automatically ensure a steady stream of
clients.
The Reality: Getting applause and getting clients
are very different things.
Getting applause doesn't mean that you'll get clients. There's
a difference between an attendee thinking "Oh, what a
nice speech" and "We have to GOT to bring them into
our organization!"
The above distinction begs a few key questions: Why do so
many great speeches not generate more clients? Is speaking
just for "brand-building" Is it impossible to get
clients without "pitching from the podium?"
Many experts have given up on speaking as a lead-generating
tool. They either resign themselves to speak only to develop
credibility or use the "speaking can't generate clients"
argument to demand speaking fees (which they can't get for
the reasons listed below). The issue isn't about realistic
expectations – speaking will give you whatever you want.
It's very possible (and lucrative) to get clients without
pitching.
The problem is focus. We pay so much attention to giving
a great speech that we don't see the speech for what it really
is: a focal point for other outcomes. Below are three of the
most common ways experts shoot themselves in the foot every
time they open their mouths.
MISTAKE #1: OVERSTATED CONTENT
Why is speaking such an effective lead-generating tool? Because
it allows experts the opportunity to differentiate their
work from their colleagues and competitors.
Even better: This differentiation occurs in a high trust
environment. The audience assumes the expert is a credible
source of information even before a word is ever spoken. That
assumption makes audiences more receptive to the idea that
this credible person can help them individually. (Unlike the
typical sales situation, where credibility is not assumed
and the "audience" can be more skeptical.)
So what do many experts do? They blow this great opportunity
by providing content that is a mile wide and an inch deep.
They provide a large laundry list of ideas that don't question
current thinking, that don't give the audience a fresh perspective…complete
with quotes from other authors of best-selling books. Result:
the audience is not attracted to "think" with you.
There is no reason to remember you after the applause dies
down. It's off to the next concurrent session…or lunch.
Key Strategy: Narrow Your Focus,
Broaden Your Appeal.
Experts who try to be everything to everybody will attract
no one. Instead of cramming three days of content into one
hour, create immediate attraction with an overall "manifesto"
that sets up a specific point of view. Then follow up with
specific insights that can be applied in many situations.
Example: Instead of listing 25 solutions on stress
management, create a "grace under pressure" manifesto
with specific insights on reframing situations.
MISTAKE #2: LACKLUSTER PERFORMANCE
Especially in the conference and convention market, good
speaking skills are expected. Even "free" speakers
are expected to be entertaining (or at least not boring)!
What separates experts now: the signature style™, a
way of communicating that sets you apart from other speakers.
Again, potential clients are looking for the "fit".
Speaking allows attendees to not only check out your point
of view, it also helps potential clients make decisions about
the experience of working with you. Your style conveys what
kind of experience they could have.
How you illustrate your points is the best venue to show
your style. Do you use stories? Metaphors? Examples? Does
your humor let the audience know that you take your work,
but not yourself, seriously? A pro uses all of the tools in
the toolbox. Tell-tale signs of an amateur communicator: your
stories ramble and are "slow". Your explanations
go from explaining to "preaching and teaching".
Your choice of stories focuses on you, crossing the line between
confidence and arrogance. And humor is no where to be found.
Key Strategy:
Stories Are Strategic
Avoid the "how great I am" angle; make the client
or other party the "star". Better yet, make yourself
the butt of the joke. Cut the details down to only what's
relevant; this will make room for your natural humor to shine
through. Use a metaphor instead of a story if you have to
explain the point after making it. Metaphors create instant
word pictures and don't take up as much time as stories.
MISTAKE #3: NOT ENOUGH LEVERAGE
Speaking is like any other tool — its effectiveness
depends on how you use it. Many experts use speaking in a
vacuum, thinking that every speech will create clients.
The Reality: Not all audiences are created equal. Program
planners are depending more and more on experts who are willing
to waive any speaking fees. Therefore, the case for "good
exposure" is being bandied about in every conversation.
It is up to the expert to decide when to accept and when to
decline a speaking opportunity.
Another reality check: a qualified audience doesn't guarantee
sales. Experts who have a systematic approach to interact
with that audience before and after the speech have a better
chance of getting clients. Why?
Because attendees are not focused on "shopping"
for additional help during the speech. They are focused on
getting take-away value. Give the insights and show your credibility
during the speech, and the attendee will give you permission
to continue the conversation. Or better yet, permission to
take a "baby step," a low risk service or product
that will show direct application of your work to the client's
problem.
Key Strategy: Don't Assume That
Every Speaking Opportunity Is A Good One.
Make sure that the demographics are in your favor and that
you have access to the group before and after the speech.
Springboard beyond this one-time exposure by offering something
customized to the audience in exchange for business cards/email
addresses. For the more serious "but not yet ready"
folks: create a low-risk "trial" that will allow
the prospect to see a direct application of your work. Make
sure you don't pitch your services during this session!
Example: A low fee, one-time only coaching or consulting
session.
A CLIENT-GENERATING TOOLBOX
Given the above obstacles, is there light at the end of the
tunnel? Good news: there are many tools at our disposal that
will attract and convert clients from every speech. Below
are three outcomes you need to attract clients and the tools
you have to overcome the odds.
The first outcome is to generate initial interest. You want
to attract by curiosity. Your intelligent distinctions and
rhetorical questions alert the audience to the value of thinking
with you. The tools at your disposal: an introduction that
lists specific outcomes from your work; an opening story or
statement that reflects your manifesto; and the nuggets of
wisdom in the body of your speech.
The second outcome is to answer the internal questions.
There are two questions every audience member has about the
speaker. First, the audience wants to know if you work with
people like them. Examples and stories about your clients
will show attendees that you can work with them, too. Second,
participants want to know if you are as good as you appear.
Focused content with great distinctions will prove your competence.
The third outcome is the direct application of your expertise.
This outcome is the "closer" to many sales. Potential
clients must know that your expertise will provide specific
solutions to fit their specific need. They may like your stories;
they may think you are smart; but without knowing how to use
your expertise, many attendees will put off buying from you.
Best tools to avoid this pitfall: any interactive exercise
or rhetorical questions. And of course, your baby steps provide
individual attention to those who are serious.
Public speaking is a very powerful tool. Too many experts
sell it short. They blame the "audience" for not
buying, or blame the tool itself.
The Bottom Line: The podium
is a platform. What happens on that platform drives the outcomes.
What happens before and after appearing on that platform drives
the outcomes. The outcome is up to the expert, not the audience.
Since 1987, Vickie K. Sullivan, President of Sullivan Speaker Services, has generated millions of dollars in speaking fees, book advances and ancilliary income for her clients. Sign up for her free market intelligence at http://www.SullivanSpeaker.com
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