Speakers: Do You Leverage?

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Last year I was a guest on a teleseminar with the fantastic Patricia Fripp. Never one to shy away from a difficult question, she asked “What is the biggest mistake speakers make?”

The answer was clear to me. No matter where you are in your journey as a speaker – from beginner to veteran – the biggest mistake I see is a lack of leveraging. By that I mean, looking at every speaking engagement you have and asking yourself how you can use this success to get more opportunities.

Ask yourself:

  • Who are the client’s customers?
  • Who are their suppliers?
  • Are they a member of an association or trade group?
  • Who do they know who could use my services (and pay)?
  • Where would a testimonial from this client have impact?

You may think this is obvious, I’m telling you it isn’t!

A great way to have a conversation with your client about this is by doing a follow up call after your speech. The conversation could go something like this:

“I’m calling to say thanks again for bringing me in to speak to your group. I had a great time and wanted to make sure the feedback continued to be as positive as what I heard at the event. If you could put some of that feedback on your letterhead as a testimonial I would sure appreciate it! If you prefer to do a testimonial on LinkedIn that would be fine too.  I really enjoy working in your industry and would love to seek out more opportunities. May I ask a few questions? “(See above list!)

This approach allows you to warm up cold calls! By referring to your happy client, you’ve created a touch point for the prospect.

So keep in mind the “L” word and leverage your way to more success!

Copyright 2012 Lois Creamer. Lois works with professional speakers who want to book more business, make more money and avoid costly mistakes! She can be reached in the following ways:

Lois@BookMoreBusiness.com
Phone: 314.822.8225
Twitter: @loiscreamer
Facebook: http://www.facebook.com/loiscreamer
LinkedIn: http://www.linkedin.com/loiscreamer
For more information on Lois’ business check out http://www.bookmorebusiness.com as well as http://www.bookmorebusiness.tv!
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6 Responses to “Speakers: Do You Leverage?”

  1. Van Brown on September 19th, 2012 6:48 pm

    Thanks Lois, your posts are always worthwhile, but this one resonates well, & I hope lots of folks read it. Take care,

  2. Alfred Poor on September 19th, 2012 7:22 pm

    I have it in my contract that if the presentation goes well, the organizer will give me a written (letterhead) testimonial and contact information for at least two others who might be interested in having me speak to their group. I don’t always get them, but at least it’s part of the agreement and in writing, which I think helps the organizers take it more seriously.

  3. Wayne Perkey on September 20th, 2012 3:40 pm

    Lois,
    Once, again, good, solid advice and counsel.
    Thanks, Wayne

  4. karen on September 24th, 2012 8:59 pm

    I’m a great fan of Patricia Fripp and her advice as well as yours is solid, but here is another big mistake business speakers often make. They treat all audiences the same. So for example, if you’re a pharmaceutical rep and have to address various audiences such as medical staff, key opinion leaders, prescribers, non prescribers etc, I watch some of our folks deliver the same talk. You have to go back to the why should they care frame of mind and use examples and information that is relevant to them so they see how they can use the information.

  5. Terri L Maurer on September 25th, 2012 10:49 pm

    Thanks for the reminder, Lois. I have a speaking engagement coming up in a couple of weeks. Too often when we finish delivering a program, we return to our offices and get involved in ‘the next thing’ and forget to follow up. BIG MISTAKE! I find that this short, simple tactic can result in more speaking opportunities as well as potential new consulting clients.

    Terri Maurer
    Maurer Consulting Group
    http://www.maurerconsultinggroup.com

  6. Wayne Manigo on October 1st, 2012 1:56 pm

    Lois:

    I discovered this article from your post on Linkedin. This is a great article, and I enjoyed reading it. It provided enough information to remind folks how to keep the momentum going from their previous speaking engagements, and continue planning for future gigs. Looking forward to reading more updates, and now I’m following you on Twitter as well.

    Cheers!

    Wayne

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