Leverage Your Speaking
I’ve said it here again and again: a differentiated message creates credibility … so now what? It’s time to extend that credibility forward with leverage, the momentum that converts speeches into more opportunities and sales. Without momentum, a speech is just that – a speech. And your business is not making speeches, it’s getting and keeping clients.
Leverage extends the benefits and goodwill created from the speech and turns those benefits into opportunities. And opportunities to get more visibility, new clients etc. are the reasons for giving the speech in the first place.
Two Obstacles
There are usually two reasons why most people don’t leverage their speaking, media or anything else. First, they don’t have a "big picture" of what the speech can do for them, so they will implement without any focus. Second, they get overwhelmed with so many details that nothing gets done. Both of these obstacles stem from making the effort too big, which prevents any action.
The key to leverage is to keep the effort small but effective. By focusing only on what works immediately, most speakers can double their marketing results.
The Big Picture
Like "marketing," leverage is just a series of small actions that together create a bigger result. The key is to get really clear about the specific benefits that can be obtained from the speech itself. By focusing your activities on just three or four benefits, the effort will not seem so overwhelming and your implementation will be more focused. Key strategy: Forget about the audience for a minute –what do you want? Identify no more than four things and make it specific. Examples: more media, product sales, speeches or consulting clients are all too broad. Try: more industry media, speeches from other departments or consulting from a sponsoring organization.
The Plan
Now that you have focus, let’s take action. Again, people have a tendency to "go big" and weigh themselves down with a large action plan. By limiting the action items, you are forced to only do the most effective. Remember that you have more than one speech to leverage, so keep the focus on what will work immediately.
Key strategy: Identify TWO action items that are the most effective in getting the benefit. Every benefit will have two action items each, for a total of 6 to 8 items. Then decide deadlines for each item. Examples: develop media kit with quotes from speech, or make list of decision-makers from other departments to preview you.
Opportunity Map™
Want to capture this plan on one sheet of paper? It’s easy with the new Opportunity Map™ tool. You can get it for free -- see enclosed flyer for details. Good luck!
Using Virtual Assistants
It’s one of the best problems to have: so many leads are coming in that you can’t follow up on all of them. Instead of letting opportunities slip away, think about using Virtual Assistants (VA’s).
Beyond Clerical
A cross between a COO and a coach, VA’s can head up the routine procedures and even bring in income.
Example: Donna Gunter not only manages one client’s day- to-day operations, but also has tripled her teleclass income within the first two months. "People call me when money starts slipping through their fingers," she says. (You can reach her at dgunter@datarecall.net or at (409)489-1148)
Plan for Growth
According to Donna, VA’s bring in a wide variety of talents, from writing and marketing to website design. "VA’s have emerged from a wide variety of backgrounds, including management and marketing directors who now want a more flexible work schedule," she says. "The relationship you can have with a VA is limited only by your imagination." Result: the VA’s duties can grow as you need them, allowing you to consolidate services such as graphic design, writing, or even website design/updating. VA’s can also qualify leads, send material and follow up.
VA vs. Temp
The biggest mistake you can make is to confuse a VA with temporary employees. Temps come in and do what you tell them to do and need supervision. VA’s can use their own processes, and often take initiatives. "Most of my clients will say ‘here’s the outcome: make it happen’ says Donna. "They don’t want to know how I do it." Better yet, a VA will get to know your business and will alert you to any upcoming trends or challenges. They can generate ideas and plans, as well as implement.
If you are already established and are reaching for the next level, VA’s can reduce the pressure of implementation.
Logistics, etc.
Other things to know about VA’s:
- All material and databases are kept confidential.
- You can pay as you go or have a retainer.
- VA’s can grow with your business, some working up to half time.
For general information about VA‘s, go to http://www.assistu.com
(Vickie’s note: I interviewed Donna because 1) my clients rave about her work and 2) her track record with speakers and coaches. It’s worth a phone call or email to check her out
I worked with a presentation coach assuming that if I became a better speaker I could charge higher fees. I'm getting more rave reviews than ever, but the higher fees aren’t coming in at all. What do I have to do to get higher fees?
You’re getting rave reviews because your improved skills are now differentiating you in the lower fee market. You’re not getting the higher fees because in the higher fee market, your speaking skills are on par with the others, and therefore, not a competitive advantage. You now have the foundation for higher fees, but not the driving force.
In the higher fee markets, it is assumed that anyone getting that fee is a great speaker, so other factors drive the selections. The top three: message and approach to content, visibility and high profile credentials. Work on those issues, then leverage your opportunities accordingly.
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"Vickie gave a focus to my scattered business, helping me to narrow in on what was my unique saleable message. Since working with her, I've doubled both my fees and bookings. My message sells itself, without having to send a video or press kit."
Marcia Reynolds, author of "Being In the Zone" 1999-2000
President, International Coach Federation
Ready to apply these ideas to your unique situation?
Check out SSS consulting services and then contact us to set up an appointment to explore how these services can help you!
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