3 Strategies to Get Buyers
To Attend Your Next Speech
RainToday.com, January 2012
By Vickie K. Sullivan
Many experts give speeches at industry and association events
in search of clients. The biggest challenge: filling the room
with buyers, especially when other sessions (and hallway conversations)
happy at the same time. Here are three ways to make sure decision
makers attend your next presentation.
1. Publicize Your Appearance
Too many professional service firms put out a press release
about the event or speaking engagement and call it a day.
That doesn't cut it anymore. Neither does writing a blog post
or announcing it on LinkedIn. Elbow grease is required.
There are three groups you want to personally invite:
- Event attendees. As a registered guest, you receive a
list of everyone attending. (If the list doesn't have contact
information, get a membership directory and look them up.
Yes, your assistant can do this easily.)
- Prospects you have already contacted, especially if they
are referrals. This is a great way for folks to see you
in action.
- Cold prospects that you want to work with buy don't have
access to in any other way.
My favorite tactic for the first group is to send a postcard
and then follow up with a phone call. If you speak at events
frequently, get a clever toy or promo item that fits your
topic. (That sounds silly, but it works. Recipients will remember
the toy and you.) Get the list from the organizer, promising
them you will only use the list before the event to publicize
the program. If that doesn't work, then get a membership list
from a colleague who is a member. And remember, bribery works.
If you have something special for those who attend, publicize
that as well.
For prospects in the pipeline, the personal touch is best.
Email them first and then follow up with a phone call. Explain
why you think the program's content would help them and promise
to connect afterwards.
For the cold prospects, focus the invitation on the content
of the presentation. Even if the prospect can't attend, the
door is open to offer them the slides or other material.
2. Involve the Opinion Leaders
Every group has its cool kids: the movers and shakers that
the rest of the members trust. If those people attend your
program, their friends will, too. The challenge: how to get
on their radar during a very busy time.
My favorite tactic is to use their perspective to your advantage.
Interview these top dog and use their thoughts in your presentation.
The key with the interviews is to go beyond the normal questions
and drill down into industry challenges. Specific questions
result in richer interviews. Also, be sure to ask for examples
and permission to use those examples in the program. When
they know you will not only mention their name but will also
quote them, they will e more inclined to attend your session
-- and tell others about the session.
It also doesn't hurt to mention their attendance to other
attendees who will be there.
3. Deploy Your Clients
Most of us get invited to speak at industry events where
we already have a reputation. The best way to leverage that
reputation is through third parties, such as your clients.
Some of my biggest (and most lucrative) audiences were the
result of my clients talking up my appearance. By giving the
inside scoop about me, they built up buzz that the speech
"was not to be missed."
Your approach to clients depends on your relationship with
them. For the fan club, share your excitement about the opportunity,
invite them to the event, and tell them to bring friends.
Stress to them why you are excited about the content, what
the interactions will produce, and what the participants will
receive.
For clients you may not be as close to, focus on the content
and your efforts to get the message out. If you are unveiling
new research on findings, stress that as well. Again, ask
for help in getting the word out. You'll be surprised by how
much assistance you receive.
The Work Is Worthwhile
Does this sound like a lot of work? Well, it is. But the
effort is worth it. You can no longer depend on the audience
to get business. Too many decision makers are standing in
the hallway during your presentations talking to their colleagues,
or they're attending other sessions. You have to "pack
the house" to get buyers in the door. These tactics will
help.
Since 1987, Vickie K. Sullivan, President of Sullivan Speaker
Services, has generated millions of dollars in speaking fees,
book advances and ancillary income for her clients. Sign up
for her free market intelligence at http://www.SullivanSpeaker.com
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