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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  |  September 01, 2011

What To Say Now

Between online association directories, lead generators like SpeakerMatch, and convention calendars, finding folks who hire speakers is relatively easy.  The hard part:  what to say that puts you in front of a very long line of speakers also pitching that buyer.

Having the right brand and a great website is a great first step.  What’s next:  conversations with buyers who think you’ll say anything to get booked.  Not only do you have to convince them to choose you but also that you are worthy of the fee you charge.  The worst thing you can do:  start the conversation with, “Let me tell you about my background…”  Or worse, “Well, let me tell you a little bit about my story…”

Instead, try this:  apply your approach to their hot topic.  Example from my days of being an agent:  instead of promoting a humorist in health care, I introduced my client as someone who can change the audience’s perspective on upcoming regulations.  And that this perspective could change how they implement the ideas from the concurrent sessions.  Result:  bookings skyrocketed.

My point:  buyers have to know what your expertise will do for them BEFORE they will consider your programs.  Lead with that idea and see what happens…


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.