Get More Business from the Audience
You’ve got all the right things: visibility with a high level audience, a great program that met with rave reviews and an outstanding recommendation letter from the client. It’s 90 days later and you didn’t get the business you expected. What happened?
As visibility takes center stage, the next big question is: how can we convert a larger portion of the audience from observers to paid clients? This conversion happens with a consistent but subtle adjustment of perception.
Understand that the audience is not attending your session thinking of ways to hire you. Create that connection during the presentation by planting "seeds" that give them the idea to approach you. Three perceptions must be consistently demonstrated in every speech before the "seed" is planted in participants’ minds that you can help them. The key: consistent demonstration. These perceptions must be woven into every part of the speech.
You do what?
After talking with thousands of audience members, a common question is: does he/she do other presentations? Somehow the message that my client is a professional speaker did not register. The audience needs to learn that you have other services without your selling them. Your introduction is key here. Key strategy: Don’t just say "consultant" or "coach." Mention how many people or organizations you have helped and in what way. Then carry that idea forward by mentioning other audiences or clients in the context of your work. Example: "Of all the groups I speak to, there is one _________ that comes up every time…"
Does it fit?
Many audience members say. "I loved the program but I just don’t see a fit." Translation: there’s no connection between the material and it’s application. The audience must see this 2nd perception. When this happens, they are transformed into allies, on a personal mission to get you into their organization or meeting. Key strategies: when customizing, ask about specific examples or instances and apply your message to them. That will switch the focus from teaching your material, to applying it to their work environment. They still learn, but also see the application. Also, use your clients (in their industry) as case studies and make the client the star, not you.
We can do this
Third perception to change: we can implement this system without you. Many companies send people to conferences for a report on ideas/ strategies to teach the others. Audience members then have the mindset of "what can I take from this program for this report?" If folks think they can do your work on their own, then your material was too abundant. Key strategies: tell stories that show how the intricacies of your work will not only give more value, but will also point out the many more "pitfalls" they need to know about.
Bottom line: You want the audience to know three things: your expertise is unique, you can help them and they can’t do it without you. Only then do the audience members start to think "My colleagues need to hear this!"
From Inquiry to Sale
You know you have resonated with your audience when a crowd gathers after the speech. The questions come fast and furious — as well as opportunities to generate work. How do you quickly decide who to follow up with and who not to? Here’s a three step process to turn an inquiry into a sale.
Initial Interest
The first phase usually starts with a question that applies what you taught to a specific situation. This is an indication that your material struck a responsive chord and the wheels are now turning. Many speakers nip this process in the bud by not being accessible enough.
Key strategy: make yourself available by staying later, even if it means staying over an extra night. The leverage is worth it. Another idea: generate questions by probing for them. I used to have an evaluation form that volunteered free advice to answer specific questions. That form always lead to more questions and more opportunities to show how I could serve.
Answer the Question
The second phase starts the dialog that can easily lead into a discussion on how you can help them. This is also the phase that you qualify their situation and decide how you can help. The test here is to see if you are as good as you appear. The way you answer the question will determine if the prospect moves on to the next step. Exceed their expectations, and you just earned the opportunity to talk about working with them. Launch into a sales pitch and you will lose interest fast.
Key strategy: if the question is about specific applications, start the answer with "It depends…" This allows you to expound on the factors impacting the situation and create another way to apply what you know to their situation.
Demonstrate the Application
This last phase is your chance to translate your work into a benefit for the prospect and to brainstorm how you can work with them. Show the prospect how your expertise directly applies to their situation and what the results can be. After that, you can ask "Are you interested in exploring options on how we can make this happen?" This is when you can talk about options and how many ways you can develop their solutions.
Key strategy: use examples from other clients to show how your knowledge can work for them if they hired you. If they don’t express interest in working with you, back off graciously and offer to keep in touch.
This simple process can help you create both paid clients and future allies. After all, who doesn’t appreciate a helping hand
I get a lot of requests to either reduce or waive my fee for "exposure." When should I say "yes?"
Associations and private event promoters are getting savvy about their demographics, especially when so many speakers approach them to speak for exposure. If you’re doing this, be careful: all exposure is not created equal. (More and more programming decisions are made by people who don’t attend the meetings that use free speakers.)
Best bet: call some of the speakers on last years programming and ask if they got any business. Also ask, "what did you do to follow up?" "What was the typical sales cycle on those leads?" "What was the ratio of decision makers vs. influencers or ‘I-can-pass-along-your-information’ people?" Answering those questions will help you decide if it’s worth it. Also find out about access after the speech: can you get a registration list complete with addresses, phone #’s and e-mails?
Another idea: don’t buy into the dynamic. Find out if all the speakers are free or just the concurrent sessions. Exceptions are made in some cases, so ask discreetly. Also, find out about sponsorships, or ask your current clients about sponsoring you at the event.
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