Business development--or to say it more clearly, more sales, more revenue, more customers--is on everyone's mind. And minimizing spending is also on everyone's mind. Is there one activity that will help your business grow and that doesn't cost you a lot of money to implement?
Yes! That one activity is speaking to audiences of your prospects.
Three questions are popping into your head right now. Here they are along with the answers:
1 - What do I talk about?
Talk about a solution to a business problem or "pain" that the majority of your customers have.
- My CPA clients talk about how changes in family status affects tax planning.
- My insurance broker clients talk about what keeps CEOs up at night
- My IT services clients talk about how to weigh the pros and cons of new technology
- My hotel sales manager client talks about the power of face to face meetings.
The point is to demonstrate passion and expertise and generate a feeling that you have solutions to your audiences problems. It is not to sell any one solution from the speech.
2 - How do I make the speech worthwhile for my company?
Fill your speech with interesting and engaging content such as stories, quotations, fun facts, quizzes, working exercises and "Dos and Don'ts."
These things make the audience like you. You know the saying "people do business with people they like." It's still true, and perhaps even more important when you're in a crowded marketplace with services or products that are hard to differentiate. These approaches generate the most requests for more information or for full scale sales presentations.
3 - How do I create speaking opportunities?
Ask your current clients what organizations they belong to. These may be industry-focused associations, business groups, educational organizations or others. Then ask if those organizations have speakers at various events or functions. Find out more about those speaking opportunities and offer yourself as a speaker. Maybe you lead an "ask the experts" session, or participate on a panel, or teach a workshop. Each time you appear in front of groups of your prospects, you are marketing yourself and your company. And you know the value of that.
You are only limited by your imagination. Open your mind and find the speaking opportunities and make them work for you.
Questions? Post them through the comment link and I will answer.
These are some great suggestions. Finding an "angle" always helps you see new and interesting speaking opportunities.
Shari' Alexander
http://www.presentingmatters.com
Posted by: Shari' Alexander | June 16, 2009 at 10:55 AM