Last week I shared 5 tips about how to give a great talk or presentation. This is part 2!
It’s SO satisfying to have everyone in the audience tell you what a great job you did, and how much they enjoyed your talk.
You’re on a high, it feels great… until you realize that NO ONE asked to become a client.
So how do you actually make money from a talk, and not just get ‘paid’ in smiles?
Most speakers and presenters, even very good ones, don’t know how to make money from an event.
These 7 tips will help you turn your next speaking gig into clients.
1)‘Selling free’ is more powerful.
Many hosts will tell you that you can’t sell to their audience. That’s OK! If you offer something for sale, only a small percentage will buy from you. When you ‘sell free’ or offer a free gift, a much larger percentage of the audience will take you up on your offer.
So when someone says ‘you can speak, but you can’t sell to them’ just say ‘Great! I’m sure it would be OK if I offered everyone a free gift, right?’ (I’ll provide instructions below on how to do this to get the maximum result.)
2) Seed your clients and work throughout your talk.
Mentioning the name of your program(s), and the successes that your clients have achieved during your talk is an important way to inform people about the work you do. When this information is woven into the talk, it becomes part of the education, and doesn’t seem sales-y.
For example, you might say:
“Let me give you an example of this concept. One of my clients…”
“This next concept is something I teach in my XYZ program, which is all about how to ____. There are actually five parts, but I’ll teach you one of the most important today.”
3) Collect the audience’s information.
Speaking is a great way to establish your authority and expertise on a topic, and to have people see you as a ‘go-to solution’. However, your ability to get clients depends on being able to follow up with them after the speaking event.
If you don’t get the audience’s information, you are relying on people’s memory of you, and them remembering how to contact you. That’s asking a lot. You must take responsibility for capturing the contact information from audience members, so you can follow up.
4) Use a speaker’s half sheet.
One of the suggestions that I give my clients is to use a ‘speaker’s half-sheet’. Simply put, this is a half-sheet of paper that has 3 checkboxes on it, and asks for the audience member’s name, email, and phone.
The three checkboxes are:
“I’d love to receive (your name)’s free gift (name of gift).”
“I’d like to talk to (your name) about _______ (what you specialize in).”
“I know a group that (your name) should speak.”
When you pass this out at the end of your talk, and collect this information, not only will you have lots of potential people to follow up with, you can also get more speaking gigs!
5) Offer a raffle.
Sometimes you may even be prevented from using a speaker’s half sheet. In that case, offering a raffle of one of your programs or offerings is a great idea. You can collect contact information from the audience, so you can choose a winner, and then follow up with everyone who put an entry into the raffle.
Also, since you’re awarding a prize to the winner, it only makes sense to describe what they’ve won. That means that you get to describe your program or service in front of the audience, so you can congratulate the winner.
6) Get the audience to text for a gift.
There’s plenty of technology now that allows you to invite your audience to text you for a free gift. (They will be opting in for this free gift, so you’ll have their contact information.) In addition to their email address, you’ll also have their phone number to send text messages to, which is a much more immediate means of follow up.
7) The follow-up is your responsibility.
Expecting people to bang down your door after a talk, or throw a credit card at you, is probably a little unrealistic 🙂 The follow up is your responsibility. You may need to follow up several times to get them to schedule a chat with you, even if they’ve requested it. Keep in mind that you’re not bugging them, you’re reminding them of something that they said they wanted in the middle of their busy lives, so they can get it.
It’s easier to set your follow up plan before your speaking event, so you’re just implementing afterwards. Plan the emails you’ll send, a script for follow-up phone calls, and be ready to maximize on your speaking!
Speaking can be one of the more effective and lucrative ways to get clients, but only if you take action to monetize your speaking.
Which idea do you like best? Share with me on Facebook!
If you want to charge more for your services, or attract higher-paying clients, the FIRST thing you need is an elevator speech. That’s why I created the Elevator Speech Template to Attract High Paying Clients! Download the Elevator Speech Template here.