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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.

Written by: Vickie Sullivan  |  October 01, 2013

Look Outside Your Box

For thought leaders who want big-fee speaking engagements, the biggest challenge is finding the right buyer.  Not the keeper of the digital file cabinet filled with PDFs and video clips.  The one who really makes the decision.

We are not alone, according to this insightful blog post on the Meetings and Conventions site.  For the uninitiated, hosted buyer events are conferences where the buyer’s expenses are paid by “sponsors” who in exchange get one-on-one time to pitch.  Pay attention to these comments:

  • Even senior conference planners don’t make large buying decisions.  Those decision makers reside in the C-suite and don’t attend these meetings.  Ask yourself:  Do you make assumptions about prospects based on their job title or how long they’ve been at the company?  If so, let’s stop.  It’s about function, not job title.
  • Notice the repeated references to education.  Do these events hire speakers?  If so, let’s check them out.
  • Also notice the comments about attending conferences and corporate budgets. The tighter the budget for attendance, the more promotion the event needs to get attendance.  Remember to ask about that and to offer your help.

Information comes to use in a variety of forms.  By paying attention to what others experience, we can see around our own corners.  Click here to read the entire blog post.


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.