The reason behind this use of speaking to sell professional services is that attendees immediately recognize that the speaker is an expert, otherwise they wouldn’t be coming to hear the speaker.
It’s an easy process, because the attendees aren’t expecting you to be salesy, just an expert in your field, which is merely knowing more than they do. If you are even halfway competent as a practitioner, you’re already there.
And, if you’re offering a service, or even a product, that is a logical extension of your topic, then a brief mention or invitation, may be all you need in order to land you one or several new clients.
Your first step is to find an audience that is composed of likely prospects for your services, or products. Hopefully, you’ve considered your target audience as you’ve developed your services, so you’ll want to make sure they would be interested in your speech, even if you never mention your practice name.
Once you’ve found an audience that will be interested in your services, your next step is to develop a speech that will answer their most urgent questions, and motivate them to find out more.The reason behind this use of speaking to sell professional services is that attendees immediately recognize that the speaker is an expert, otherwise they wouldn't be coming to hear the speaker. Click To Tweet
At this point, your goal is to have identified a target audience, and prepared a targeted presentation for that audience.
If you have questions about your offer, or speech, then merely ask questions of the sponsor or organizer. While not all organizers can give you all the information you desire about your audience, most will be happy to give you whatever information they can in order for you to tweak your speech to their needs.
Then, create an offer specifically for this engagement.
Your offer doesn’t have to be especially unique, unless it is an audience you have presented to regularly, as no one is really going to know it is the same offer. It can even be an offer that you regularly make, such as a discount on tax preparation and a referral bonus to be paid on new clients. Just be sure to put it in the context of the speech you will be giving.
Now comes the fun part.
Develop a physical manifestation of your service or product.
It can be as easy as creating a workbook showing examples of how to perform specific management tasks, or a checklist of things to look for when analyzing a monthly financial statement, or in preparation for filing an annual tax return. You could even use the opportunity to promote a series of small business management workshops, such as those available as a part of their membership to members of Practice Builder Publishing.
In one instance, a Practice Builder Publishing member published the entire series of PLR workbooks that are a part of the Practice Builder Publishing Rainmaker System Membership, and sold them at each speaking engagement. This member was able to reach his target revenue goals through a combination of public speaking, fee based workshops and low priced workbooks.
Sometimes it can be as simple as distributing postcards with your practice name and phone number, along with space for the prospects name, address and phone number, where they can request an appointment, or ask to be put on your newsletter mailing list. A coupon code tied to a special promotion and deadline can be included on the postcard to motivate action.
Don’t forget to measure the results of your speaking engagement, especially if what you are offering is the sort of thing that the audience won’t immediately act on, such as year end tax return preparation, or a tax planning session. Make sure you are attributing your new clients and revenue to the particular speaking engagement, otherwise it will be hard to adjust your marketing efforts effectively.
Whether it is ensuring that each attendee gets one of your free postcards, or you have a place to set up a table and sell or show the physical manifestation of your service or product, this is a vital step.
And then, there’s asking for the sale.
No matter what you do, make sure to mention your services and your offer. Usually this is limited to just a couple of minutes at the end of your talk, where you invite attendees to complete the registration card and hand it over to you or your staff, or an invitation to purchase one of your workbooks, or register for one of your workshops. Keep your cool, and ask for the order.No matter what you do, make sure to mention your services and your offer. Click To Tweet
My wife still remembers and chastises me for not asking for the order at our first self promoted event, where along with two other presenters we were able to attract over 500 people to a financial planning presentation in the community room at our local mall (where I had an office). I was so excited to have such a turnout at my first seminar that I gave my entire twenty minute talk without asking a single person to complete their registration card, or sign up for a free consultation.
I’ve learned better.
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