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 were 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 pharmaceutical 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 “Salesman’s Guide to Corporate Meeting Planners” as well as the “Salesman’s 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 the 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.
—
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!
