Written by: Vickie Sullivan | June 06, 2023
Get More Business Out of Your Speech
Now that many of us are hitting the speaking circuit, let’s step back and rethink how to get more opportunities from every speech you make.
Between strict “no promotion” policies and a packed schedule, great speeches that launch your business are the exception, not the rule. Speaking is now a leverage tool, turning bursts of positive attention into real opportunities. And the best approach is no longer one size fits all; it depends on who’s in the room.
2 Tactics to Turn Your Speech into Opportunities
Most audiences fall into two categories: influencers and buyers. Here’s how to approach each:
• For an audience of influencers: A lot of industry associations have folks who can say no to a deal but not yes. The key to influencing these influencers is to provide continual exposure. So, think about how to create ongoing communications, such as embedding yourself into the organization. The more access these folks have to your perspective, the more advocates you can cultivate.
• For an audience full of buyers: These folks have the budget to approve working with you, but they are inundated with pitches. The key here is to provide a personal touch. Arrange meetings with them after your speech. Ask your advocate who should be in the audience and personally invite them. They need to experience you. Then, follow up with them quickly after the event to determine or identify any opportunities.
Listen: How to Partner with Industry Associations
Now that speaking has become a personal branding tool, everyone is selling something with every appearance. You can no longer depend on your presentation to do all the heavy lifting. What you do before and after your speech makes the difference in the opportunities you create.
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