Speaking to audiences of your prospects is the number way to attract them to your company for help to address their problems. But--a big but--the speech you give must be exceptional. Not good or good enough but "out of the park," home-run-like amazing. Otherwise it's just another at bat, no hits, no runs, nothing.
So you wonder, "how do I give that kind of speech?" Apply these 3 tips without fail and you'll win the business development game.
3 Tips to Attracting Customers through Speeches
1) Speak about your audience. Not about your company. To do this you must know what their primary problem or pain point is that's relevant to your product or service. Don't guess--ask, ask, ask. Call up about 20 percent of the expected audience (that's 2 out of 10, 5 out of 25 or 10 out of 50) and ask them: what would happen in you increased your company's revenue this month or quarter? What are you doing to make that happen? What is preventing you from reaching the goal? This last question is the problem or pain that you want to speak to.
2) Create your call-to-action based upon their problem. The call-to-action must be about steps they should take, after having listened to your speech, to fix their problem. I recommend three short declarative sentences plus a repeated line or refrain. You will not directly ask them to call you, you will encourage them to take actions that you could help them with.
3) Incorporate relationship-building touches into your speech. Tell them you've written a one-page recap of the recommendations included in your speech. Say that other audiences have enjoyed receiving this reminder a few days later and that you'll be happy to send it by email to anyone who asks for one by leaving their business card. This is not the same as asking people to sign up for your newsletter or other endless broadcasts. This is a specific item that adds value to the time they've invested being in your audience. Then you will send one more new idea about a week later. Now you've been in front of them three times (your speech and 2 follow ups) which helps you stay top of mind.
You also want to make an offer during your speech. Think of something you can offer that is perceived as high value and not available from anyone else. Be sure that it's something you can easily provide. It doesn't have to be no-cost or discounted, just highly valuable. Then you repeat this offer in each of your 2 follow up emails.
Touching them by snail mail is also important and is worth it after they have been in your audience. When they receive a hard copy of your offer they will recognize the name on the envelope and welcome it, rather than tossing it out with the other direct mail. This is in direct contrast to doing mass direct mailings to people who've never heard of you, which is an expensive waste of resources.
Are you ready to get more business by speaking to your prospects? These 3 tips will keep your company top of mind for weeks to come and will help you stand out from other similar firms in your industry. While others are in defensive, crossing their fingers mode, you'll be out giving your prospects powerful opportunities and reasons to connect with you in ways that will lead to new business.
Susan,
Good marketing tips all around. The one other thing to keep in mind is that your call to action needs to motivate them to take action NOW. If you've hit their pain points, then they should leaping out of their seats by the time that you're done talking...
- Dr. Jim Anderson
http://www.TheAccidentalCommunicator.com
The Accidental Communicator Blog
"Learn How To intimately connect with your audience in order to make an lasting impact in their lives."
Posted by: Dr. Jim Anderson | June 03, 2009 at 03:17 PM