Champion Strategies – Public Speaking Workshop – February 11, 2021
Speaking – From FREE to FEE
Many speaking bureaus will not hire you until they have seen and heard you speak. They may hire you if someone they know refers you but typically will still ask for a demo tape (audio or video). Whenever I am speaking at an association meeting in a new city, I try to contact the local speakers bureaus and let them know I will be speaking in the area. After getting permission from the client who hired me, I offer the speakers bureau the opportunity to come and hear me speak.
When you do speak to any organization, bring plenty of business cards. Have your name, address and telephone number on all your handout materials. I also include my web address and e-mail address as well. It still amazes me the people who have attended keynotes I have delivered 3 or 4 years ago contact me because they saved my handout. I have had people who have attended one of my sessions give copies of my handouts to other people they know because they felt the materials I provided were worth sharing. These people, just based on the handout, called me and hired me to speak to their group.
Speaking to associations is a key part of my marketing efforts. Let me explain. The bulk of my speaking services (about 60%) is providing “in house” workshops and seminars to the corporate market. Another 25% is “keynote” speaking to associations and organizations. Providing “one-on-one” coaching to executives and individuals accounts for 10% and the remaining 5% is providing local continuing education seminars. These four types of speaking provide a constant source of referral based leads for my business. The percentages do vary from year to year. Some years I may spend 40% of my time delivering keynotes, 20% coaching individuals and the balance of 40% is providing “in-house” corporate programs. A lot will depend on associations. Most associations will not hire the same speakers as they hired last year. If they do hire you again it may not be until 3 years later because they like to have different speakers each year. On the other hand there are associations that I have spoken to each year for the last 4 years, but I will usually provide a different program.
Not all speakers can provide “in house” seminars and also provide keynote speeches. The speaking skills involved for delivering a keynote and not the same as those skills required to provide a “hands-on” workshop. The keynote speaker is usually hired to entertain a group at some special function. That is not to say, that the keynote speaker does not offer substance and education value, but the speaking delivery and approach of a keynoter requires some different skill sets. This is important to understand from a marketing perspective since the people you may be marketing to are different.
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