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Golden
nuggets of dispensed wisdom. Sterling silver links in a chain. Granite
building blocks in your personal structure of speaking success. That's
what your bookings are to be. Then, every engagement leads to requests
for you to speak again at other forums.
Layne
Longfellow and Glenna Salsbury are living examples. Why not you? Let
the primary function of your every program be to build your reputation
and enhance your perceived value.
Do
you want to know how to produce this alchemy? Do you want proven ways
that work? Here are tested, proven methods I've discovered. I harvested
this from my 12-year study of the masters of our business. Now you can
engage this encapsulated wisdom to build your speaking business from
one booking to the next!
1.
Satisfy these concerns of the decision-maker/meeting planner:
- Your
credentials, experience, books, articles, media coverage.
- Does
the program description you supply show, in detail, exactly what your
program delivers?
- What
recommendations, guarantees, endorsements are there?
2.
Close while the time window is open:
- With
associations that have annual meetings, make your initial contact about
1 month after the last annual meeting. Ask when the planning starts for
the next meeting. Ask when the theme is selected. The time window opens
at that point. For as little as 1 month.
- Know
that decisions on Keynoter and other General Session speakers are made
first. This may be 3 months before Breakout Session speakers are
selected.
- Study/know
your market intimately. Think like your decision-makers think. Get the
right promotional materials before the right person at the right time.
3.
Give decision makers/meeting planners what they want more of now:
- In-depth
knowledge, wisdom, strategies on a topic or issue that is hot at the
time.
- Two,
sometimes three programs. (A major program in the big room followed by
a Breakout session addressing the "How-to's" . Then appear on a panel
or lead session for senior executives. Use your ingenuity to deliver
extra value.)
- Consider
Pre-training Assignments, too. Add value every way you can.
4.
Generate five areas of expertise:
- Topic
expertise. Get known as a specialist -- the specialist.
- Platform
artistry. Showmanship is all.
- Promotional
expertise. You must market yourself professionally.
- Negotiating
skill.
- Credibility
as an expert in your topic.(See 5, below.)
5.
Develop your credibility:
- Become
a celebrity.
- Publish
articles and books.
- Document
your accomplishments; be recognized; earn academic degrees.
- Create
a proven track record.
- Develop
a Client List. Big names are best.
- Earn
magnificent evaluations.
- Keep
your fees appropriate, even a bit less than you're worth.
(Example: Patricia Fripp.)
-
Seek prestige engagements. Target well-known prospects.
(Example: Peter Johnson)
- Have
your office phone answered professionally.
- Upgrade
your promo kit and your brochure.
- Upgrade
your Demo Tapes, both audio and video.
(Call Janita Cooper.)
6.
Make yourself worthy of higher fees:
- Improve
your topic expertise, presenting skills, negotiating skills.
- Ask
for what you want and be prepared to reject inappropriate offers.
- Relate
any difference in fees to the total meeting budget, total head count at
your session, cost of the luncheon or banquet per person.
7.
Fit the Budget without altering your fee structure:
- Do
multiple programs at the same engagement
- Do
multiple engagements of the same presentation.
- Be
shared by 2 association meetings at the same time in the same city.
- Combine
expenses and fees into 1 quote, a flat charge.
- Have
a product sale arrangement. Sell product and reduce your fee.
- Do
a separate program the next day at no extra charge.
- Get
a profit-making organization or member to sponsor/co-sponsor your
appearance and pay all or part of your fee.
- Barter
for something they have that you want. (Ex: Free booth at trade show)
- Let
association market your products and share the revenue
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