Ten Questions To Ask
Before You Decide To Speak Professionally

By Vickie Sullivan

Professional speaking looks glamorous and it is – for the hour or so that you’re in the spotlight. What you have to do before and after those magical times in front of the audience might be a rude awakening. Like show business, professional speaking is a volatile industry that chews up and spits out talented experts on a regular basis.

So you really want to be a professional speaker? Here are ten questions to ask yourself before entering into the fray.

1. Am I willing to sell more than speak?
In this crowded marketplace, you have to go out and GET the speaking engagements…and between celebrities and free experts, that’s easier said than done. Be ready to spend more time getting the invitations than you spend getting the applause.

2. Can I/have I run a business?
If the answer is no, you could learn about critical concepts such as “cash flow” the hard way. The boring stuff – like financial statements, profit and loss reports, take on new importance. Many speaking businesses experience peaks and valleys, so don’t count on constant revenue. Only the savvy survive.

3. Am I OK with investing at least $50,000 up front?
The bootstrapping days in the speaking profession are over. Successful speakers know that it takes money to make money, just like in any other business. In addition to a business’s usual start-up expenses, be prepared to spend money up front for the tools you’ll need for marketing: positioning and strategy, brochures, demonstration video, websites, etc. Everything adds up – in a hurry.

4. Can I work well alone?
Speaking can be an isolating career. Very few speakers have large offices and even fewer have water coolers. Creating a network of peers is one of the best reasons to join the National Speakers Association (NSA) (www.nsaspeaker.org) so you won’t feel “all alone out there.”

5. How will heavy travel affect my personal life?
When your speaking business takes off, it’s easy to let travel take over your schedule and, therefore, your personal life. Unless your spouse wants to be a single parent, make sure your speaking schedule doesn’t interfere with your marriage, your parenting responsibilities, and your social life.

6. What other kinds of skills do I need to have?
The days of running a “pure” speaking business are also gone. You will need multiple sources of income such as coaching, consulting, book sales, etc., to make a profit. Speaking fees alone won’t cut it, nor will speakers who can’t write, coach, or consult.

7. How much am I willing to do pro bono?
Many speakers do lots of things to promote their speaking business, including free speeches, free articles, free…anything. Part of your marketing mix involves doing pro bono work to get your program visible and talked about. Unless you are a well-known celebrity, be prepared to give before you get.

8. Can my network get me speaking opportunities?
Selecting speakers is a risky decision so many buyers play it safe by sticking with pros they already know. If your colleagues have seen you speak and like what you do, ask if they will refer you to buyers when appropriate. These referrals might lead to breaks that can build your business fast.

9. Am I willing to invest in professional development?
Remember that old saying “Lawyers who represent themselves have fools for clients?” The same concept applies to speakers who consult and coach themselves. The best speakers know they must continually work on their style, their stories and their business strategy. And they don’t even try to do it alone. Be ready to pay for expert help – acting classes, performance coaching, business strategizing – on an ongoing basis. Remember, you get what you pay for.

10. The most important question of all: Am I really that good?
Buyers who hire professional speakers have very high expectations. There’s no such thing as having an “off day.” They expect professional speakers to have an effortless presence, plus funny stories and provocative messages that don’t come from best-selling books. If you don’t cut it, the market will let you know in a hurry. (But not before you’ve spent all that money on videos, websites, etc.)

Bottom line: The professional speaking business is volatile, risky and oh so much fun. So fasten your seat belt and get ready for a ride.

"After three months of coaching from Vickie, gross sales from books and products increased by 50%. After six months coaching from Vickie, gross sales from books and products increased by 200%. My overall gross sales from consulting YTD are up by 50%. Vickie has been the firing pin for building my business."

Jane Tait
workforce efficiency expert
San Antonio, Texas

Every industry has them – hidden traps that will keep your speaking from getting results. Check out SSS products for the straight scoop that get results. Ready to take your speaking to the next level? Go to SSS consulting services to see how SSS can help and then contact us with your specific questions!