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A Speaker's Guide To Systematizing the Booking Process |
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What an eye-opening experience that was! I learned what to do when there are no street signs, no street lights, no paved roads, nothing between me and the phosphorescent- pooping lizards sleeping above me (that will have to be another conversation), no checks and balances like those to which I was accustomed. As for life lessons, it was like hitting the Refresh button on my computer. What does that have to do with you getting more (or some) paid speaking engagements? You have to step back once in a while and reality-test where you are and what you’re doing. Maybe you have not yet launched your efforts to attract business or maybe you have not yet organized an internet marketing campaign to familiarize your target market with your expertise… or maybe you’re even stuck on getting your demo DVD finalized…code for I don’t know if this is my best shot. Maybe if when you’re introducing yourself and your expertise, you can see on the faces of others or hear over the phone how significant what you are saying is… or isn’t. These are all super opportunities to modify your efforts and take a realistic look at what’s working and what’s not. It’s a false assumption that every prospect in your target market has something to gain from you. Many things have changed since I began booking Mark Victor Hansen in 1982. The speaking industry has grown and become more sophisticated. But one thing has not changed and that’s the need to stay in touch with your target market, your customer base and your ultimate buyer whether it’s the individual or the organization. What are you doing today to build your client base? How are you staying in touch with your prospective buyer (i.e. companies, associations, promoters that host public events, any organization that would ultimately pay you for your speaking services)? Are you relying on someone else to do it for you? The simple, prescient steps in my products are not for everyone. They are steps for those active speakers and prospective speakers that want to make consistent and pertinent contact with meeting planners who stand to gain most from their expertise. From Monday to Friday, I now represent John Alston exclusively (www.johnalston.com). In John’s 20-year stint as a very professional world-class inspirational speaker, you’ll find among his past clients the world’s most powerful companies, a long list of private and public organizations. He is speaking more now than ever. And to toast the occasion of his 20th anniversary, he’s… he’s… he’s hired an agent to prospect? Yes, it’s true. Intrigued by the self-imposed responsibility to reach more audiences than ever before, John has launched a campaign to re-introduce himself to the younger meeting planners, as well as past and new clients. Prospecting and administering all leads and offers, I am making contacts with his first and secondary target markets. The importance of telling you this is that unless you do not want to speak anymore, you’re never past the point of introducing yourself to new markets and just plain old-fashioned prospecting. I know it does not sound exciting to many but then that’s why I created a manual and CD set on the ropes of booking. All you have to do is get organized around it. It’s one more way to keep from being out of site, out of mind. I have created products that are designed to stand alone in value, to share exactly what I do on a daily basis to keep a speaker booked. Information regarding those products is listed under “products.” Here is some food for thought for you and your speaking business. 1. Get real. Unless you’re one of very few best selling authors whose name guarantees a sold out convention, your phone isn’t going to ring with invitations for paid speaking engagements without some outreach from you. What’s behind the efforts you are making to stay in touch with your target market? What distinguishes you from others with your expertise? What combination of circumstances and experiences do you have that separate you from others with your expertise? What blind spots about yourself are you not using to your advantage? 2. Who cares? Have you drilled down after every claim and statement that you make about yourself to know exactly why an organization should pay money to hear you? When you say your “I am… I do…” statement, ask yourself, “So what? Who cares?” It’s a good wake up call and it’s within you to answer it. This is part of your self-study and homework. Make it impactful. 3. Roll up your sleeves. Any way you look at it, you must be involved in attracting business… in this case, securing your own paid speaking engagements. If you want to delegate that prospecting responsibility what can you do each day to increase your brand, your name recognition and your expertise? How can you help those representing you to attract customers? Is it through internet marketing or prospecting or through using tools such as media? What can you do to let the media know that you are the expert to call in certain situations? Your knowledge base if your intellectual capital. It grows as you grow. To stay dynamic! You have to think, be strategic and stay involved in giving organizations a reason to want to hire you. 4. Shut up! Having all the answers is a dangerous place to be if it means you’re the one always talking. Think about the value of listening. Being interested in learning tells others that you have something to learn from them. Organizations want to pay you to speak only after they know that you’re interested in their challenges. Stay pro-active by seeking out other experts, new data and the latest research in your area of focus. The customer has the answers that lead you to their challenges. Merit has as much to do with the inquiry process as with solution 5. All rise! The jury’s back. The decision has been made. Now it’s time to talk about the results you’re getting from the efforts you’re making. It doesn’t matter what your friends say, what your co-workers say or what your fellow speakers say about your talent. What matters is the results you’re getting. Are you getting… · Paid engagements? If the answer to any of these categories is “no”, you now know that there is more you can do to increase your expertise and your bookings. 6. Slam dunk! Along the way in your chosen career path, there are milestones to mark your progress. Be willing to take a hard look at modifying your presentation, your direction and even your focus. Once you recognize and claim your ability to influence and teach others, become imaginative and pro-active about making every possible contact with your target market. You’ll get excited about the many ways that you can enrich the lives of others through your intellectual capital. Speaking will be only one way. Leverage your time and talents to consistently make connections with your target market. I had thought at one time that I would create a school for prospective and active agents. It would have ultimately been to match speakers and trained agents. But instead, I decided to leverage my knowledge base in a way that was not time consuming. So, I have created products that are turn key. Besides, there’s no time to do anything else but prospect for John and manage his extraordinary calendar. Let me know if my products can be of service to you! Mary McKay
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