Article: Top 10 Ways Professional Organizers
Get Clients Through Public Speaking
For NAPO News, July-August 2000 Issue

By Vickie Sullivan

As many professional organizers know, getting new clients can be a big challenge. The following are the top ten ways public speaking to local, state and national associations can generate a steady stream of new clients.

1.Getting Clients without Selling. How can speaking generate so many new clients?The audience assumes that because the association invited you to speak, you are a credible source of information even before you say a word.That assumption makes the audience more receptive and less skeptical than in direct sales situations.The key is tolimit your speaking to associations whose demographics is the same as your customers' demographics.Also remember that pitching your services from the podium is the kiss of death, so don’t even think about it!Instead, let your introduction tout your achievements.

2. Differentiating with Original Thinking.Speaking is a way to differentiate yourself from your peers and competitors, so make sure your message is not the same as everyone else’s.Broad topics will not allow enough time to discuss nuances, so assume that the audience has general knowledge on the subject and go more into depth with more narrow topics.

3. Building your Database with Free Reports.Give audience members a reason to give you their business cards by offering a free special report or document.Special reports can discuss trends, common mistakes, or myths about your topic.And they don’t have to be lengthy – most people won’t read more than three to five pages. Offering a free newsletter will work here too.

4. Focusing Follow-Up Efforts.Getting business cards from interested prospects can focus your follow-up efforts after the program. Introduce the question and answer period with comments such as: “In the interest of time, I will only take questions about the subject at hand.If you have any questions about me or want information about my work, just put an asterisk on your card and I’ll take care of it after our program.”These cards now become your “must follow-up” list. (You can also remind the audience about the “special report” at this juncture as well.)

5. Creating Residual Exposure.Even if a group may not have an recent opening to hear your talk, they may be still interested in your subject.Volunteer to write an article for their newsletter or bulletin in exchange for your contact information printed at the end. (See #3 for possible angles.) Interest generated through an article can result in a future speaking engagement or increase interest for your program later in their year.Articles also make great additions to promotional materials.

6. Speaking Begets More Speaking. Professional speakers know that audiences consist of members of many organizations and that referrals from the audience are a natural way to get more engagements.Make sure your introduction highlights your speaking.A story or two about your speaking to another groups is Okay too, as long as the story illustrates one of your key points.

7. Working with Me Won’t Hurt.Using humor and stories will show the audience what working with you is like. People who are easy and fun to work with get more business when all other things are considered equal. Show your audience that your take your work, but not yourself, seriously and let your personality shine through.

8. Leveraging Your Own Database.Help those “fence-sitters” in your database decide by inviting them to hear you speak.These invitations will be more warmly received than those “Are you ready to make a decision yet?” conversations and the talks can again demonstrate your value.Your sponsors will also appreciate your help in promoting their event by mailing a flyer to your database contacts or mentioning the talk in your newsletter.The more exposures people have of you, the more willing they are to regard you as an expert.

9. Getting More Referrals from Past Clients.Referrals are the name of the game, so why not remind your clients how good you are?Invite them to hear you speak as well – even if they can’t attend, they may send others who need your services but don’t know about you yet!

10. Generating More Publicity.Media outlets such as local newspapers and radio talk shows may be very interested in your views, especially if someone else has invited you to express them.Help your sponsors promote the event by providing press releases outlining your key points, as well as a list of contacts and fax numbers.At the very least, the newspapers will include it in the calendar of events.And you look like the local (or national) expert to everyone who reads it.

"Vickie's work was very effective in helping me move to the next level in my speaking career. What was so surprising was how valuable her work was years later when I was ready to move to an even higher level. Her work has long-term value for short-term investment."

Barbara Hemphill
Author, Taming the Paper Tiger www.thepapertiger.com

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