I have found speaking engagements to be a great source for referals, it takes a bit of work but has always led to new business for me. In this education based marketing environment today, speaking for leads may be the best approach ever. Getting a group together as a panel of experts is even better. Research what you could teach better than anyone else in your field, find others who have great knowledge and start planning.

Let’s say you sell a pretty standard $2,500 marketing package. Would you be better off charging a sponsor group $2,500 to share your brilliance or speaking for free and walking away with 20 hot prospects that eventually convert to 3 immediate design engagements? (for about $7,500) Any business, regardless of industry, can benefit from this approach.

Here are 5 tips to keep in mind to make your free or inexpensive speaking career pay off big.
1) Get referred
You can create your own workshop events, but it is also good to approach groups and offer to present great information to their clients and networks. The key here is that you have a topic that is very hot and seen as very valuable. This is not a sales presentation, it’s an education and value add tool.
2) Make a deal with the sponsor
Make it known that you have no intention of selling, merely informing. This approach raises the value of your presentation and gets you what you need as a lead generation opportunity. If you over promote, don’t expect to get asked back, if they won’t allow you to acquire leads, don’t bother.
3) Educate like crazy
Don’t be afraid to give away all of your secrets. Some folks suggest you should just tell them what they need, but not how to get it done. I don’t agree. If you tell them how, some may think they can do it themselves, but those who really want what you have will realize through your specific details, how tos, and examples that you do indeed possess the knowledge and tools to help them get what they want. Educate and you won’t have to sell! I’ve found my best clients want to get the marketing job done, but don’t want to do it themselves.
4) Collect those addresses
In some cases people will rush up to you after a thought provoking presentation and ask how they can buy, but, in case they don’t, make sure you give all attendees a valuable reason to share their contact information for the purpose of follow-up. You can offer them the slides to your presentation, a free resource guide related to your topic, or a more detailed report based on the topic, in exchange for business cards. If you don’t have this preplanned you’ll find you won’t get a second chance to wow these folks. Of course, I hope it goes without saying that you should also have a follow-up process. This is the hardest part for me but I found if I plan the following day to have the emails input into the database, they automatically get integrated into the monthly email process.
5) Simple call to action
When I first starting speaking in the manner I’ve described here, I would pour my heart out, mindful of not selling, and then come to the end and there would be this awkward moment when I knew people wanted to buy something, but I didn’t have an offer. Well, I quickly learned that didn’t serve either of us very well. If you provide great information and a clear road map to solve someone’s problems, you’ll often find them wanting you to reveal how they could take the next step. Every audience or speaking engagement will present this opportunity, but tell your audience right up front you’re going to give them great information and tell them at the end about what you do. Don’t risk tainting your wonderful information with a sales pitch, but don’t leave those who want to buy without an option either. The most exciting results come the day after the presentation when I receive phone calls from folks requesting an appointment, no further marketing necessary.

My Best,
Kathy Kane
Market Insights, LLC