Implementing Your Strategy
Not implementing strategy you have created to market your “big idea” is like buying a mansion but not moving in. You still have to pay the mortgage whether you live in it or not!
Below are the three biggest mistakes speakers make when taking their “big idea” to market:
Mistake: Questioning the strategy
Solution: Just do it
When it comes to an overhaul, even change agents like us can get cold feet. No matter how committed you are, a little voice inside still says, “What if this doesn’t work? Is this really the right strategy?” The truth is, you will never know until you try it out in the marketplace. Second-guessing your decision can eat up months, so focus on specific steps to begin the overhaul and get on with it.
Key action item: Your intuition may be telling you something so do some due diligence – use market intelligence to either create your strategy or test your current theory. If market forces support your strategy, get busy. (Don’t know for sure? This market assessment can help you determine the feasibility.)
Another way to proceed: Start small by doing the little, easy things first – change your bio, register your new domain name, create a new title for your keynote speech. Action begets more action.
Mistake: Shortcuts that are fatal
Solution: Do the necessary heavy mental lifting
Many speakers get off to a strong start by repackaging their credentials but stop short when they don’t create a cutting-edge message that applies their new persona. Result: They get initial interest from buyers but don’t make the final cut.
What happens? Creating new material is hard, so experts punt by saying “there’s nothing new under the sun” and focus on clever slogans (or stories or humor) to differentiate them from competitors. While great hooks and credentials do get strong initial interest, too many Fast Company gurus go beyond conventional wisdom. To compete, all of us will have to burn some brain cells and do the mental heavy lifting necessary to serve the sophisticated audiences.
Key action item: Don’t develop those snazzy slogans and titles until after you have that killer message based on your critical beliefs. From the message, the slogan, stories and closings will appear. (Want some help? Go to my free on-line tutorial for the Critical Belief™ process.)
Mistake: Feeling pressure to get booked fast
Solution: Give it three months of serious sales effort
It’s so exciting to develop and direct your expertise to your most profitable market. It’s fun working with the designers on that new website and demo video. But at some point, you have to take the concept to market by actually pitching the new “you” to prospects. And that’s when it gets too scary for some experts.
Problem: You’re now staring rejection in the face and it doesn’t look pretty. You put so much pressure on yourself that if the first couple of sales conversations don’t result in an immediate booking, you want to blame the strategy, quit and start over with a new concept.
Key action item: Breathe. Not everyone said yes to you before and not everyone will now. Be patient and give the strategy three months of serious sales effort before you throw in the towel. Take a look at whom you are selling to. There’s too much competition for cold calls to work within three months, so pitch the folks that love you no matter what (and can pay for your programs). These warm leads will result in fast sales if buyers recognize a need for your new message.
In today’s tight market, implementation is no longer easy. Be prepared for the curve balls the market throws at you and believe in who you are. When you do, the market will believe in you, too.
Fewer Speeches, More Revenue
When your calendar slows down, it becomes more important than ever to bring in more revenue for every speech you make. Here are three sure-fire ideas that will turn your slower pace into a blessing in disguise.
1. Pre-sell products to clients through sponsors
Got a book, CD or audiotape? Pre-sell copies to your clients with this question: “Many of my clients find that sponsors are more willing to pay for my book/CD/tape if I private label it with their logo. Do you know any company that might be interested?”
This idea sounds expensive but it’s not – about ten cents on the dollar. If the clients won’t ask around themselves to land a sponsor, get a list of conference exhibitors and pitch them directly on the idea. You’ll be surprised by the response.
2. Make consulting an easy next step
Many audience members will want to apply your expertise to their situation. Do you have a low-cost way to introduce your coaching or consulting services?
Set up a one-hour “drive by” coaching session or assessment. Make sure the audience knows about the offer before the speech, either in meeting announcements or introductions. Take a later flight and stick around for face-to-face sessions. If you don’t have any takers, you can spend this time sight-seeing or making sales calls in the area.
3. Seek future sponsorships
Will you have any vendors in your audience? If not, invite some. Packing your audience with folks who have the marketing budget to “deliver” you to their clients in the future ensures you will get more engagements.
Again, go to the exhibitor list. Even just sending an email with a personal invitation will generate interest in your programs. Traffic in the trade-show area is usually slow during workshops, so it’s likely that one vendor rep from each booth could attend your presentation.
Keep in mind that you have already incurred the bulk of your marketing costs to get the booking. Creating extra revenue is usually pure profit. A little here, a little there…and before long, it’s real money
You, Me and Mickey Mouse
Let’s make a date in July during the National Speakers Association Convention in Orlando, Florida (July 12-16. 2002). Would love to meet you face-to-face. Be sure to introduce yourself and say Hi. And if you are interested in getting competitive in this changing marketplace, I’m opening up my calendar and giving away both Speak to Sell and Speaking in the Strike Zone CD’s (valued at $69.90) when you sign up for the $300 strategy session. Contact Vicky Likens at Vlikens@sullivanspeaker.com for more info or to schedule an appointment.
We're moving...
Digitally, that is. In July, www.sullivanspeaker.com will be moving to a new web site host. I have been promised that email access won’t be affected…but just in case, let me know via phone if you are having trouble so we can investigate. Meet Vicky Likens...again
This just in from Rumor Central: Vickie Sullivan got divorced and is now using her maiden name, Likens. The truth: Vickie Sullivan and Vicky Likens are two separate people. It’s true the great Ms. Likens is a real live human being who lives in Laurel, Maryland. We’ve been working together for almost two years. I can understand the confusion, as Vicky L. has developed mental telepathy and can now read my mind…
I’m just starting in the speaking industry and many people are
offering to help me … for
a price. How do I know what (and who) is right for me?
Coaches and consultants for speakers have exploded on the scene for two reasons:
- tons of folks want to be speakers and don't know how to proceed
- the tight market has made some speakers' programs obsolete so experienced speakers are working with beginners to generate revenue.
Three common mistakes beginners make when choosing a consultant are:
- spending money on tools and marketing efforts before investing in strategy (see Summer 2001 issue of Splash) because of a consultant's poor advice
- copying a famous speakers' business model when they don't have the same strengths as that speaker
- going the cheap route and getting exactly what they paid for.
Check out other faux pas in my special report “The High Cost of Bad Advice,” published in the March 2002 issue of Professional Speaker magazine
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