As a speaker, you must be able to answer the question, “What makes you a subject matter expert on your topic of choice? Where did you get your expertise, experience, ability to relate, knowledge and hands-on experience in this area?”
It won’t surprise you to know that is the first question I ask when I sit down to work with a client. I need to know it in order to know how to position them in the market; they need to know it so they can talk about it when selling their speeches and creating marketing material and web copy. Occasionally, the question becomes moot. Here is an example.
I recently had the privilege of working with Major General Byron S. Bagby. He recently retired after a stellar 30-year career in the Army. He wanted to speak on leadership. His last command was as head of NATO.
He did my two-day consulting package where we do just about everything you need do to jump-start a speaking business or to take your business to the next level. Prior to sitting down with the client I have them send me everything and anything they think would help me to get to know them and their area of expertise. Marketing material, articles, blogs, and video. If they’ve written a book or two I’ll even read them. When I sit down on day one I know a lot about my client!
When the General and I sat down I told him “Typically my first question with a new client is what makes you a subject matter expert on your topic?” We both laughed! I also said, “General, you want to speak on leadership. As you seek out opportunities you must realize you are in for a culture shock. For the last many years’ people jumped when you asked them to do something. Well, that’s over! In this industry, you are an unknown.” He replied, “Lois, you must realize for many years early in my career I was the one jumping!” He knew exactly what I was meant!
The rest of us mere mortals must be able to answer this same question! As you think about your expertise consider where you have had experience – what types of duties, what types of industries did you deal in, what do you do well and what do you not do well. All of this feeds into expertise.
I also must add here that doing this exercise yourself is tough. Each of us has a very myopic view of our own expertise and experience. I often say that’s the reason why I have a business! I’m able to see these things with a perspective that you don’t have.
When you are clear about expertise as a speaker, it’s easier to position what you do, build your brand, and know who you should be doing it for. If you’ve read any of my earlier blog posts you will know that I’m a big believer in target marketing. Your past expertise and experience should help you decide on targets. Those who target market have the momentum to their business.
Lastly, realize that positioning is a fluid thing. The more you work, the more experience you have and the deeper your knowledge base. A more sophisticated understanding of your topic becomes evident. Programs change; they become enhanced with new material constantly. You can leverage this into higher fees, other areas of intellectual property for your business like products, systems, books, etc. So ask yourself “What makes me a subject matter expert?” And ask it often!
Oh, and as for the General? He’s going to do just fine thank you! And, it was one of the privileges of my career to work with him!
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Lois Creamer 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
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!
