Article: Speak To Sell: 3
Ways To Convert Audience Members Into Clients
RainToday.com, March 2007
By Vickie K. Sullivan
You've hit a homerun with a recent speech. The audience was
perfect, filled with high-level prospects who have the authority
(and the budget) to hire you. Your talk was met with rave
reviews and you got an outstanding recommendation letter from
the host organization. But now, it's 90 days later, and you
didn't get the business you expected. What happened?
As speaking moves beyond generating credibility and into
lead generation, the next big question is: How can we convert
a larger portion of the audience from observers to clients?
This conversion happens with a consistent but subtle adjustment
of perception.
Understand that the audience is not attending your program
thinking of ways to hire you. Create that connection during
the presentation by planting "seeds" that give them
the idea to approach you. Experts who answer those below-the-surface
questions create ingrained opinions that drive initial interest
and inquiries.
Each attendee must be convinced of three things before they
get the idea that you can help them. Below are the questions
that must be answered before any attendee will approach you.
You Do What?
I was an agent for professional speakers for eleven years
and talked to thousands of participants looking for more business.
Their most common question: "I can hire this person?"
Somehow, the message that your services are available to
them just doesn't register.
Again, it's a matter of focus. The attendee is there to
network and learn something. They are not shopping for professional
service firms. So you have to show the audience that you work
with folks just like them.
The biggest mistake many thought-leaders make is they meet
the challenge head-on with an approach that looks like a sales
pitch. This is the kiss of death in many venues. Not only
will the audience be offended, but they will also complain
about you throughout the entire event.
You don't want that kind of attention. The audience needs
to learn that you are available without your selling them.
The best way to tell the audience you're available without
sounding like a walking sales pitch is to let other people
do it for you. Most speakers are introduced by the program
chair or president of the host organization. Write out your
introduction and give it to them.
And don't just say "consultant" or "coach."
After identifying what you specialize in, include how many
people or organizations you have helped and in what way. If
the clients are well-known, mention a few by name. Then, carry
that idea forward by mentioning other clients in the context
of your work.
For example: "Of all the organizations we work on with
(your area of expertise), one challenge comes up every time..."
How Does This Work For Me?
Once an attendee knows that your services are available,
the next question is about application. Many audience members
think to themselves, "This speaker is really making sense,
but our situation is different. I just don't see a fit."
Translation: there's no connection between the material
and its application. When a participant sees you as the perfect
solution to a specific challenge, they are transformed into
allies. They are now on a personal mission to get you into
their organization.
The biggest reason why many thought leaders get stumped
here is that offer too much information and not enough stories
and examples. It's called "data dumping" and usually
happens from a misguided desire to educate and/or from the
arrogant belief that "all of my content is too important
to cut."
Many speakers also fear running out of material, so they
overcompensate. Presenting too much information is like drinking
from a fire hose. An overwhelmed audience is a paralyzed audience.
They think, "Well, I will digest all this information,
then I'll contact the speaker to help us." The result:
the call never gets made and the attendee moves on to simpler
solutions.
What's the best approach? Don't assume that the audience
will apply your material. Do it for them. Use specific examples
or instances and apply your message to them. Switch the focus
from teaching your material, to applying it to their
work environment.
Attendees will still learn, but they will also see the application.
When using your clients (in their industry) as an example
or story, be sure to make the client the star, not you.
Why Do We Need You?
The third question is the most subtle and most always fatal.
I call it the, "We can implement this system without
you" opinion.
Many companies send people to conferences for a recount
of ideas/ strategies to teach the others. Audience members
come to the program with an agenda: what can they take from
this program for their report? If attendees think they can
do your work on their own, then your content didn't tell them
anything new.
Consultants and other list makers are the biggest culprits
here. Too many speakers give in-depth, step-by-step solutions,
complete with all the pitfalls and best practices. Not only
is this way too much information for the time allotted (see
drinking from a fire hose above), but also you can't give
enough nuance to implement it effectively.
The audience thinks, "We now know the entire system.
The speaker has given us all the steps. We can do this in-house."
Never mind that they can't implement your ideas as well as
you can. And if the effort fails, what do they blame? Your
system.
Use interaction to prevent this disaster. If you're a coach,
do some "on the spot" coaching about process. For
example, if you are a consultant use a process that will spur
recommendations not only from you but also from the group.
Exercises that hone in on just one tool or process will
be enough to shine a spotlight on your ability. Attendees
who see your talent in action will never assume that they
are as good as you are. They will know that having your help
is well worth the investment.
To convert an observer to an interested prospect, your audience
needs to know three things: your expertise is unique, you
can help them and they can't do it without you. Only then
do the audience members start to think, "We need this
person in our organization!"
Since 1987, Vickie K. Sullivan, President of Sullivan Speaker Services, has generated millions of dollars in speaking fees, book advances and ancilliary income for her clients. Sign up for her free market intelligence at http://www.SullivanSpeaker.com
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