Public speaking can be a great source for lead generation. Be sure to followup with new contacts and prospective clients using a simple CRM and sales tracking tool like Base.
If you’ve considered adding public speaking to your marketing mix for 2012, you’re in good company. There are hundreds of business professionals who leverage speaking opportunities to establish themselves as experts in their field…as well as make money.
1. It Introduces You to Future Clients
For many in consulting or services, sales are built upon trust. What better way than to get that trust than by providing useful information to people who need it? At any given conference or seminar, you’ll see a line of people who want to meet the speaker. Many of these end up as clients.
2. It Gives You an Avenue to Sell Your Book
It seems like everyone’s written a book these days. It’s hard to sell enough copies to go out to dinner, let alone become a bestseller. But those that make the top lists are often speakers. Often you don’t even have to push your book hard. Simply mention it during your presentation, and have a table set up in the back of the room for book sales. Sign copies of your book for an extra oomph.
3. Speaking Gigs Sometimes Pay
Now, if you’re just starting out as a speaker, you shouldn’t expect to get paid. But as you grow your network and get more engagements under your belt, you soon will qualify to charge a speaker’s fee. It may not be enough to quit your day job, but it will certainly help.
4. Attending Conferences Can Help Your Networking
Speakers get to go to some amazing conferences…for free. You’ve got your foot in the door without spending a dime, and wearing that Speaker name-tag will draw others to you. Look for networking opportunities in between sessions to maximize your chance of meeting potential clients. After the conference, build that network by staying in contact.
5. You Can Find a Sponsor
If the speaking gig doesn’t pay or even cover expenses, you might be able to find a sponsor who wants to be affiliated with your message. Be careful though: if you’re speaking at an established conference, they may not permit speaker sponsors. Sponsorships are great for smaller, local events.
6. You Don’t Have to Leave Your House
When you think of public speaking, you think of in-person presentations, right? Well technology lets you give presentations from the comfort of your own home. You can host a webinar and charge for attendance. By charging, you ensure that only those that are serious about learning attend, and you make it worth your while to do the work for the webinar.
7. You Add to Your Email List
People aren’t going to wave dollar bills at you after your speech. But if you ask if you can send them monthly emails, they enter into your leads pipeline. As you send out useful emails, you build upon that relationship (see number 1). The guy in the back of the room who didn’t seem to be paying attention might end up your best client in 6 months.
8. Your Employer Might Pay You
If you’ve established yourself as an expert in your field and people know you by name, your employer would be remiss if he didn’t take advantage of your skills. You can position yourself to speak on behalf of your company on your topic. But unless it’s a part of your original job description, push to get extra compensation for your time.
9. You Become a Trainer
Often, speakers in a particular niche are asked to train employees at a company. Maybe a CEO was dazzled by your presentation on sales and wants you to train his staff on your approach. Whatever the case, you can leverage your speaking into other opportunities, and charge for them.
10. You Become a Consultant
Going back to that trust thing. Some companies are looking for a trusted advisor, but don’t know where to turn. Maybe a CEO attends your presentation in the hopes of finding some answers, but instead, finds you. You can charge an hourly rate to advise companies in person or on the phone!
Clearly, public speaking has many benefits beyond establishing yourself as an expert. Create a plan for 2012 that includes you speaking first locally, and then at national conferences.
