Book More Business

Speakers: Speak Nationally, Sleep Locally!

Lois — Thu, 17 May 2012 18:56:48 +0000

Sound too good to be true? It isn’t. What I’m talking about is marketing to your local Convention and Visitors Bureau or Convention and Visitors Commission. If you don’t live in a larger city, pick one close to you. You may even want to belong to more than one.

I say “belong” because most of them make you join to see the goods. What are the goods? The Convention Calendar. It is a beautiful thing! It lists all companies, associations and organizations coming into that city to meet, when they will be meeting, how many will be attending, where the meeting will take place and even give a contact name. (Don’t get excited by the contact name. It’s never the person I want you to call.)

The Convention Calendar lists meetings of all sizes and shapes. You will even see family reunions listed! Most CVC’s only allow you to access this information if you join. There are some exceptions to the rules, so check it out.

Look at meetings that have, say, at least 75 attending. Then go for it. If it’s a company or corporation, sell to them the way you would any company. (See my earlier post on selling to corporations.) If it’s an association, sell to them as you would any other. (See my earlier post on selling to associations!)

You’ll want to customize your sales-speak a little. I would say something like this. “I see you’re coming to my hometown for a meeting. I’m a professional speaker who (insert positioning statement I helped you create here!). I live here. You’ll love meeting here! If my program would be a fit realize there would be no associated travel expenses. If there is bad weather, it won’t affect me being there on time. If I’m not a fit, keep my information handy in case you have a cancellation. If I’m not booked, I can be there fast!

Worst case scenario? They don’t need you this year. You know this is a group that meets and so you can contact them the next time around to see if you may be a better fit. So it’s in a different town? It’s a great lead and could be a great booking!

Does it get better than speaking to a terrific group and sleeping that night in your own bed?

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Lois@BookMoreBusiness.com
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Speaker Bureaus, Agents and Mixed Breeds .. Part Two

Lois — Fri, 04 May 2012 08:05:01 +0000

This is part two of this blog post. Working with speaker bureaus was part one. The next question we will address is:

Should I hire someone and pay them a percentage of my fee? I hear this so often! A speaker will want a part time or full time employee to sell and pay them a percentage. Whenever anyone brings this up I always say … forget it!

Speakers who pay commission only will not have a very long relationship with their employee. Lead times in the industry are shorter now, but consider this. If they started selling you right now, it could be months before they get a booking. Why would anyone want to sell speaking services for you based on the promise of a percentage coming months down the road? Also, this arrangement can lead to misunderstanding. Don’t ask the employee to do other duties, administrative stuff, if they are not going to be paid for it. An employee hired and paid a percentage will not last long. By the time you train and they learn your business, they will be gone.

The best scenario for a staffer? Pay an hourly fee to honor the other duties they do for you as well as a percentage based on your fee. If you want an employee to really stick around, offer a year end bonus consisting of a percentage of what the business net profits are for the year. Doing this creates a staffer who is just as concerned with what is going out as what is coming in! You will have a real partner in your business.

Pay for Play. That’s what I call the solicitations we all see from companies wanting you to pay a monthly fee in return for leads. My best advice? Forget it. Most of these types of businesses are in the business of collecting fees, not speaking engagements or leads! Will you get some leads? Yes. Will they be quality leads? Maybe …. but. I have heard too many examples where they send the same leads to anyone and everyone who sends them a monthly fee. This results in some poor soul getting hundreds of calls from speakers asking about a meeting. (A meeting that may or may not even exist.) Are all companies that do this the same? No. I just have yet to hear about one that is worth your monthly fee. Next time you get a solicitation like this, ask them to take their fee out of the bookings they procure for you. You’ll hear a lot of silence.

Remember, you are responsible for your own business growth. Don’t abdicate that responsibility to anyone else you don’t know and trust!

Lois@BookMoreBusiness.com
Twitter: @loiscreamer
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Speaker Bureaus, Agents and Mixed Breeds .. Part One

Lois — Tue, 01 May 2012 10:15:25 +0000

My next two blog posts are going to address some questions I’ve been asked constantly ever since I started my consulting practice for speakers. They are:

How can I get a bureau to book me?
I’d like to hire someone to get me bookings and give them a percentage of my fee. Is this a good plan?
I receive solicitation emails from companies offering me leads if I pay them a monthly fee. Is this a good deal?

I’m going to talk about bureaus exclusively in this post, and the next two questions on part two of my post. If I had a buck or two every time I’m asked one of these questions, I’d be enjoying an umbrella drink on a beach somewhere.

How can I get a bureau to book me? My short answer is .. you can’t. Don’t waste your energy. Use your energy towards getting your own bookings. Bureaus are interested in working with “working” speakers. Speakers who are in demand. Those who are getting great reviews out in the industry for delivering great information in a compelling way.

If you don’t work with a bureau, you may want to see if one of your colleagues would offer an introduction for you. Your colleague will want to have seen you and really believe that what you have to offer is a fit for a particular bureau. Your friend may contact the bureau and ask his or her bureau representative to take a look at your material and see if he thinks your information would be a fit for their clients.

All bureaus don’t work with all types of businesses. This is an epiphany to some some. There are bureaus that work primarily with corporations, associations, health-care, agriculture, financial services and more. Your program must match the bureaus emphasis and their clientele.

Some bureaus host “Speaker Showcases”. They invite speakers to do 15-20 minutes of their best stuff in front of bureau clients and reps. Some charge for this, some do not. It is a great way to get in relationship with a bureau. It is only effective, however, if bureaus reps show up at the showcase.

Also, be aware that bureaus will expect you to provide what they call “bureau friendly” marketing materials for them. This simply means that your contact information should not appear on the material. The bureau wants the client to contact them, not you. You will want to have printed and PDF’s bureaus friendly.

Bureaus ask for a percentage of your speaking fee as payment for getting you the engagement. Current average is 25-30%. Some speakers think this is too high, and that bureaus are greedy. I don’t. If a bureau brings business to your door, handles all of the details for you, I think it’s worth every penny. Whenever I hear a speaker begrudging paying the percentage I always say, “Don’t work with them!” Bureaus can open doors that many would not be able to open themselves. If you work with a bureau for pete’s sake don’t whine about what you are paying them!

Besides paying the bureau a percentage, you are expected to promote the bureau during your visit and encourage the client to return to the bureau for future meetings. Also, audience members who enjoy the speaker and may want to use him/her are to book through the bureau. This is considered “spin-off” business. If not for the bureau, you would not have gotten the opportunity.. You are expected to contact the bureau and let them do the paperwork,contact the client and take care of the details.

Some bureaus even have “exclusive rights” or an “exclusives” with the speaker. This is the same as having an agent. It means all business goes through the bureau or agent and they take their percentage. Even if they didn’t get the business, if you have an exclusive arrangement, you must run it through them. I suggest to my clients that they never agree to an exclusive arrangement. It will actually cause other bureaus to lose interest in you. They will be expected to split their percentage with the other bureau, and many don’t think it’s worth it. Ultimately it may cause other bureaus to stay away from you.

Because bureaus get paid by percentage of fee they aren’t interested in working with speakers who are real beginners. It only makes sense! They have to make money too.

I always encourage my clients to work with a bureau if a situation presents itself. It’s a great addition to your own efforts to grow your business. You can learn a lot from bureaus about the business of speaking. I have. Some of my clients have been bureaus who hired me to work with their reps to sell speaking services more effectively.

All in all, working with bureaus can help you cast a wider net and that’s what it’s all about!

Speakers – Using QR Codes for Fun and Profit!

Lois — Thu, 05 Apr 2012 00:18:30 +0000

It’s always a privilege to be asked to present at the National Speakers Association. Last July I did it for the seventh time. Each time I present, whether at a national meeting or a chapter of NSA, I try to make sure I’m bringing newer ideas that can be applied immediately in a speaker’s business.

I introduced the use of QR Codes on business cards and marketing material. We have all seen these codes used in advertising, but I had not seen any speakers using them. I illustrated two ways to use them that day.

I shared a business card that had code on the back. Anyone who read the code saw a video of me pop up saying “If you have this business card I will give you 30 minutes of free consulting. I bet I can help you book more business in 30 minutes!” I had many take me up on it.

I also used two codes on my “one sheet” marketing piece. One code led to video testimonials of my clients saying what they accomplished by working with me, another led to a client list. Both good examples of how a speaker can use these codes on their marketing materials. Perhaps you may want to link to your preview video?

There are other ways speakers can use QR codes. I suggested to a client who works with bureaus to create a video on code that said “I’m presenting at your meeting on behalf of ABC Speakers Bureau. They are a terrific bureau and I urge you to contact them the next time you need a speaker. Of course tell them you want me back too!”

What do you think the bureau’s reaction to this was? They knew that they had a real partner in the meeting business. I predict a long and healthy business relationship between this speaker and this bureau!

If you have written a book, QR code can be a great way to promote it! Put a chapter from the book, perhaps a list of chapters and have it lead to an order link. You’ve made it really easy for anyone to get a taste of the book and order it. I also tell speakers to put that chapter on your website as well.

When I see authors on talk shows like the Today Show, the host always says to the audience that they can read a chapter from the book by visiting the show’s website. Why don’t you do the same thing? You can put it under a “media” link on your website.

What other ways can you think of to use QR codes in your business? Share with us!

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A Simple Formula for a Successful Speaking Business!

Lois — Fri, 23 Mar 2012 20:32:04 +0000

One of my heroes in the speaking business is Glenna Salsbury, CSP, CPAE. I first met her in 1994 and have had the pleasure of hearing her speak several times over the years. I had to the joy of seeing her in July as she was the opening keynote speaker at the National Speakers Association convention. What she said in that program changed everything for me.

Simply being able to see Glenna on the platform is a teachable moment! She has such warmth, such connection, such authenticity. But she shared a formula she has used for years and it really hit home with me. She gave me permission to share it with you. It’s a formula for creating and organizing a speech. Here it is!

P = Point
S = Story
A = Application

Simple isn’t it? What point are you making? Spell it out. Story. Tell me a story that illustrates the point you are making. Make the story one that is meaningful to your audience. Even better, make it a personal story so they can relate to you. Finally, application. How does this point and story apply to me, the audience member? Simple formula, awesome result!

It really makes sense doesn’t it? Point, story and application! Another great thing about this formula is that it is easy to listen to and follow if you are an audience member. That should always be a goal as a speaker.

The thing that I have discovered since becoming a fan of the formula is that it can be used when writing too.

There you have it! Three simple steps to a successful speech, a successful business. And thanks again to Glenna for allowing me to share this with you. Hint – if you ever get the chance to see her on the platform, run, don’t walk! You won’t be disappointed!

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Let’s Play the Association Game!

Lois — Wed, 14 Mar 2012 18:59:00 +0000

Everyone ready? It’s time to play the association game! There are a lot of rules, so pay close attention. Some may be frustrating rules, but you’ll be better off if you always abide by these rules. (Trust me, I know from experience!)

Why would I say frustrating? Truth is, marketing to associations can be very frustrating. I have sometimes referred to it as “kite in the wind marketing”. Why? Because rarely will you get any chance to speak to anyone who has anything to do with decision making. In the speaking business, that’s frustration!

Let’s start off by talking about marketing to state level associations. This may be a little easier. Most state level associations have meetings every month. Many take off summer and holiday months. This means, however, that there are several opportunities for speakers.

When approaching state level associations you want to ask for the “Executive Director”. Is he/she the decision maker? Sometimes. If not, he or she will know who you should talk too. This is a big advantage over national level associations. When you speak to the decision maker, you need to make your case. (See my earlier post on the “10 Questions to Book More Business”). Be aware that state level associations pay less than national level. Many who wouldn’t fit at the local level need to move directly to the national level. The only way to find out if state level associations can pay your fee is to do some “testing” of organizations at this level. See what you hear about fee. If you are constantly hearing you are too high, jump directly to the national level.

When seeking out opportunities on the national level, you will rarely get a chance to speak to a decision maker. When contacting, ask for the “Meeting Planner”. Note: the meeting planner will not be the decision maker. He or she will be a person of influence. The meeting planner is the person who will insure that your materials get on the table – considered for the meeting.

Typically on the national level the decision is made by a volunteer committee of association members. Members who you will never be able to contact. Hence the challenge! Your materials must carry the day!

The meeting planner will probably say “Just send us your stuff and I’ll put it in the files”. Many just punt at this point thinking they just got the run-around. Not so. That is the process. What you want to ask at this point is “How would you like my material to be submitted? By email, snail mail?

After you send in your material it’s a waiting game. You’ll hear if you get the job, you won’t if you don’t, and if you want to be considered to speak at next year’s association meeting you have to start the process all over.

See what I mean by frustrating? Then why do it? The pay-off is huge! Everyone in the audience may be a good prospect to bring you in to speak. If you get the job ask for an attendee list. Most will be happy to supply it.

When you return to your office, work the list! Call the members and say “Did you get a chance to see my program at your association meeting? Do you think it would make sense for me to come in to your company and do a program like this?”

If they say they missed your meeting say “Sorry you weren’t able to make it. The feedback was positive! I’m calling to see if a program like this may make sense for your company?”

So that’s why we play the association game, no matter how frustrating it is! Good luck!

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Speaker Preview Videos – Are They Necessary?

Lois — Mon, 05 Mar 2012 12:26:19 +0000

In a word.. yes! The people who hire you still like speaker preview videos. To those of you who are not familiar with these, they are six or seven minute videos that contain some clips of you on the platform.

Over the years, as you can imagine, I have seen some GREAT ones, and some less than great ones. In my mind a great preview video is one that sets a tone in the beginning. This is a simple thing to do, yet I find it is the one thing most don’t do. You need to “position” yourself at the beginning of a video. If you do, everything else following will make much more sense.

I worked with a very popular speaker a couple of years ago. Prior to working with speakers I like to review what they are using to promote themselves and their services. He sent me his video. Great production value! Wonderful lighting! Perfect audio! Terrific audience shots! Stage was perfect with draped background in several colors! A big screen above showing the speaker! What more could you ask for?????

How about letting me know what the heck he was talking about? His video was gleaned from two appearances. He had about four or five self-contained clips with stories. Problem? There was no context to the film. It was a mish-mash. A pretty mish-mash, but one indeed.

When we met, the first thing he said was, “I hope you like my video, I spent over $10K on it!” I gulped. He saw the expression on my face and hung his head. “Oh no!”

I told him it needed one thing. Just one thing added on the beginning of the film. A positioning statement! Something that defined by concept and outcome what he did for his clients. The upshot of this story is that he took the master back to the editor and recorded a voice over of a positioning statement we created. Voila! Everything was in context and it made great sense! Total cost – $100.

If you are thinking about making a standard preview video I suggest begin with your positioning statement. Then have a few self-contained points or stories. You can act as your own “master of ceremonies” and introduce each clip. (Or, you can hire voice talent.)

Make sure your video shows you delivering content within ten seconds. A bureau owner told me this. He said when a video didn’t; he pulled it and pitched it. He wanted to see platform time immediately.

At the end, sum it up with an action statement. Something like, “If you like what you see, I would love to work with you!” I suggest you not only have your video on your website and you tube, but that you also have some on CD’s so you can send if asked.

Many speakers have video clips on their sites. These are great! However, I think a formal preview video is something you should seriously consider. There are experts who can help you put together a terrific one, or, you can do it yourself.

If you have a great preview video it will pay dividends!

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Public Speaker/Professional Speaker: Which Are You?

Lois — Wed, 29 Feb 2012 17:24:35 +0000

I see these labels all of the time. I especially see them a lot on LinkedIn. There are groups which are called one or the other, or a mix! How would you label yourself? (Perhaps you’re a mutt!!)

There are a lot of opinions on this question. I see speakers referred to as one or the other all of the time. What led me to write about it is this: I don’t think they are interchangeable terms. Now, you may disagree with me, but let me share how I define each. Then let me know how you define them and if you think there is a difference.

I consider a public speaker as someone who speaks occasionally and typically does not receive a fee. Perhaps an honorarium, but not a fee. I don’t consider an honorarium a fee. Another point you may argue. An honorarium is something that is usually a small payment made on occasion. I think politicians are public speakers. Some executives are public speakers. Chairpersons of foundations, executives of all shapes and sizes may be public speakers.

I consider a professional speaker as someone who speaks for a fee and does so as part of the way they make a living. The key here to me – speaking is a fee based activity – received on a consistent basis.

Someone may be a public speaker who seeks out training through a group like Toastmasters. Toastmasters is a terrific resource for speakers at any level in their career. I love them! I consider it the “Off Broadway” of speaking. Many professionals like to go to meetings to try out new material. It is a great place to get thoughtful, well considered feedback.

Toastmasters is a real mix. You find professionals, people who are there just to learn to upgrade presentation skills. Perhaps they speak within their company for work. You’ll find company executives, politicians (who really need it!), people who speak professionally, lawyers, butchers, bakers and candlestick makers!

Regardless of how you label yourself, you need to be in the business of continual improvement. I encourage young people to take communications, debate or public speaking in school if they can. I wish it was a requirement. It will serve them well regardless of career.

Next question – how to go from public to professional speaker? One word answer … SPEAK! Speak anywhere and everywhere you can. Get testimonials each time you do. I don’t even care if you get paid at first. You need the practice and exposure.

Then your job is to leverage those testimonials into paid engagements. People who read your testimonials don’t know whether you got paid or not. After you have been paid a consistent fee over an amount of time I think you have transitioned into a professional speaker. Congratulations! Welcome to the hardest job you’ll ever love.

So, public or professional. Which are you? Do you think there is a difference in the way we define each?

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Lois@BookMoreBusiness.com
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Staying Front of Mind with Decision Makers

Lois — Thu, 09 Feb 2012 17:39:04 +0000

One of the challenges for speakers seeking speaking engagements is how to keep your name in front of decision makers even when they are not making decisions!

I advocate calling a prospect only when you have business to transact. I’m talking about what you can do between the time of initial contact and the time they are in a decision making mode. Key to getting the attention you want at decision time is by staying “front of mind”. How to do it?

There are several things you can do. The first thing to send is a great one sheet after the initial contact. It gives your prospect an overall sense of your business and what you can do for them as well as whom you have worked with. I think sending an article you have written that will be meaningful to the prospect is a great way to stay in touch. I consider any writing “intellectual property on parade”! Those of you who follow me on twitter (@loiscreamer) know I send out this tweet often:

Thought leaders are writers. What have you written today?

You make a positive impact by writing. Blog posts are also meaningful. I hope by now most of you are writing blogs. The posts you write can be great selling points to your prospects, and great resources for your clients. Not to mention it can provide great discipline to keep on writing!

I also think it’s great to send an article you may find in a periodical. I send (and tweet) articles and posts from the Wall Street Journal, my city Business Journal and, my favorite, the Harvard Business Report. You can find great stuff that will impress the heck out of your clients and prospects! Check out their website and see what I mean. All kinds of information you can post on social media as well! (It’ll make you look really smart!)

One of my favorite ways to keep in touch is by faxing (yes, faxing) testimonial letters. One day after collecting a great testimonial in my mail I wanted to share it with others. I sought out ten people who I had recently contacted and decided to share my letter with them. I faxed it because no one, repeat no one is faxing anymore! I copied the original and wrote on the top, “I’d love to do a great job like this for you!” No cover letter. Keep it simple. If sending to a large company write the name of the person to whom you are sending on top, but NO cover letter. If someone doesn’t recognize your name they probably won’t open an attachment in email. That’s another reason the fax works. Note: I do not fax someone with whom I have no relationship.

This turned out to be one, GREAT idea! I got two pieces of business from sending ten faxes! I share this story at conventions and chapters all of the time. I get emails constantly from those of you who have implemented this as part of your marketing telling me it has worked well for you too.

I’m sure you can think of other ways to keep your name in front of decision makers. I hope you will share them with me!

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Target Marketing: Are You a Lobster or a Clam?

Lois — Tue, 31 Jan 2012 18:35:31 +0000

I remember an old joke about a woman who went to a seafood restaurant. She needed to “powder her face” (good lord, how old am I?), and went to find the women’s restroom. What she encountered was two doors. One labeled “Lobsters” another “Clams”. You can take it from here.

Being an expert who speaks is all about knowing what you deliver and the value you bring to every client. Clarity and focus. Knowing whether you are a lobster, or a clam. Knowing what you deliver is also discovering exactly how valuable your information is, and to whom is it of greatest value? Here is where the expression “pick a lane” comes to mind.

I often get approached by individuals who want to start a speaking business. After asking questions regarding expertise I ask, “Who do you think would be interested in this information?” Too often the reply is everyone! “Everyone needs this message” they say. Then I say, “OK, go call everyone and see if they are interested.”

If you want to be highly successful in the speaking industry you need to know what industries and markets are a good fit for your information. Not only do they value and need your information, but are they willing to pay for it!

I mind-map targets for my clients. It’s really not a hard exercise. First, I look for where they have had business experience, any business experience. Then I ask about interests, etc. I suggest you seek to have one or two target industries and then pick markets within those industries.

For example, say healthcare is a good fit for you. Healthcare would be your industry and we would find markets within the healthcare industry. For example: pharmacutical companies, hospitals, manufacturers of equipment, insurance companies (can fit both healthcare as well as the financial services industry), uniform providers, etc. Associations within healthcare are so numerous I won’t even give you a list! You get the picture.

Years ago, we used to buy copies of the “Salesmans Guide to Corporate Meeting Planners” as well as the “Salesmans Guide to Associations”. They used to and still do weigh a ton! (Maybe that’s why I have a bad back.) Now you can get this resource as a CD or online. This information can be very expensive. I just found some used editions on Amazon for a client. Even if the edition is a few years old, odds are the organizations haven’t changed. The contact associated with the listing is never the decision maker so that makes no difference. Further, now we can access this information online with google for free by doing searches.

The payoff in marketing by target is obvious. Your testimonials are received more warmly! Prospects can see you have experience and sense that if you were a fit with one group you ought to be a fit with them. Further, if you really target, you can become a celebrity within a market! That’s when you hear prospects say “Get me Joe Smith or a Joe Smith”! You will also find you can charge more and meet less fee resistance – a beautiful thing!

So go out and target market. If you find the answer to who is a lobster and who a clam, let me know.

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