Article: From Free to Fee
The Consultant's Guide to Becoming a Paid Speaker
Published by IMC Times Magazine, July/August 1999 issue
By Vickie Sullivan
You’ve been giving concurrent session programs for years at state and national association events. Each year, you get return invitations, rave reviews and high evaluations. Perhaps it’s time to quit giving away your expertise and get paid. Makes sense doesn’t it? The transition from speaking for visibility to paid speaking is like jumping off a cliff: if you survive that first leap, the rest will seem easy.
Getting gigs
The easiest way to get paid is through the corporate special event markets. Consultants who already have established relationships with corporate decision-makers have an inside track. But familiarity can also be an obstacle if your clients sees you as a teacher/trainer only. To prevent being pigeonholed invite the prospect to preview your speaking outside the consulting environment. Show your client that you are the riveting speaker they need to rally their troops.
The association market can also be challenging. Because associations can get free speakers for the concurrent sessions, many state and regional associations only pay for keynoters, general sessions and wind-down speakers. The challenge is to make that transition from teacher at the concurrent session level to performance at the general session.
You have a better chance if you match your speech type and topic to the conference's structure. National associations with bigger budgets usually use more high-profile personalities. General sessions normally need industry experts. More motivational topics are usually given the wind-down speaker slot .
Associations are also open to creating new venues for speakers that will provide a draw (and high registration fees). Consultants can easily get paid for pre-conference workshops, especially if they are willing to take a percentage of the fees.
Sounds more like a keynote
When you're getting paid $4,500 or more, it is assumed that you have more than just great presentation skills. You have that elusive "presence." Audiences at that level have been exposed to masterful speakers, so make sure your skills can compare favorably.
The flow of your speaking must be very smooth and transitions seamless. Storytelling takes the place of diagrams. Humor takes the place of case-study exercises.
Keynoter programs also require major content changes. National associations are requesting general topics that discuss trends or allow their member to feel good about their roles. Remember, more technical content is more appropriated to the concurrent sessions.
Marketing
Established committees that focus on expertise and content usually choose free speakers for concurrent sessions. While smaller, more ad-hoc, committees make paid speaker selections, and speaker bureaus play a bigger role, don’t depend on speaker bureaus to be your marketing department. Speaker's Bureaus are like banks: they don’t want you until you don’t need them.
Because the decision is more subjective, indirect marketing approaches work best, with a focus on sponsorships or recommendations from advocates. Visibility plays a key role as well, and national recognition is a given in the $5,000 and above markets.
New promotional material
Again, the decision is more subjective, so promotional materials take the place of requests for proposals. Professionalism is the key here – good graphic design and copy are essential. The focus is on message and approach, not specific content. No one will read pages of topic descriptions.
Be prepared to spend money on your materials, but don’t go overboard. Many speakers are using four-color printing, a nice touch but not critical to getting booked in the $5,000 and under market.
Another way of showing your stuff is by providing a demo video. Your footage should be less than a year old. The fancy graphics that many speakers include are not necessary; it's more important to be certain you're presenting your best speech material.
The transition into the world of the professional speaker is not as smooth as many consultants think. Be prepared to invest time, energy and money. And like any other business venture, professional help in speaking skills, marketing, and promo material production can speed up the process.
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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