Resources  >> How to Get the Most Out of a Speaking Engagement—and Win New Clients

About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  September 28, 2017

How to Get the Most Out of a Speaking Engagement—and Win New Clients

Yes, success is all about showing up. But according to a recent Customer Think article, “How to Align Your Trade Show Marketing Strategy with Today’s B2B Buyer Traits,” it pays more when you leverage your speaking engagements or personal appearances.

Move past the trade-show focus. What all of us want: opportunities to have personalized conversations. So, the key question is: How do you attract those conversations at conferences and networking events? Here’s what separates thought leaders from run-of-the-mill participants:

• Go beyond 30,000 feet. Too many people spend way too much time setting the foundation. As a result, they don’t demonstrate a “stronger knowledge of the business landscape” noted in the article. Bring out those insights sooner, and you’ll attract more personalized interactions later.


Listen: The one thing to bring to your next networking opportunity


• Extend your message. One of the most important points: Five people are usually involved in every sales decision. Many people impress one person, then expect that person to lobby the others. This kind of advocacy is the leading cause of stalled sales.

The upshot: Your speech alone isn’t enough to generate sales. It’s what you do before, during and after the presentation that paves the way for a personalized conversation.


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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.