Getting in front of an audience hungry for just the kind of information you’re the expert at providing might be today’s best selling opportunity. Throw in the fact that you can reach audiences virtually using Web technology and you’ve got the makings for a lead generation tool that can’t be ignored.
The key, of course, is to make your time on stage as valuable to your business goals as it is to the audience in attendance. You won’t get asked back if you simply pitch your wares.
Here are five tips to help you turn your free speaking into business without turning off the audience or the host.
1. Think about sponsor’s needs
You can create your own workshop events, but one of my favorite strategies is to approach two potential groups and offer to present great information to their clients and networks at the same time. The key here is that you have a topic that is very hot and seen as very valuable. This is not a sales presentation, it’s an education and value add tool.
Approach your two partners with the idea that you’ll present a great topic, they co-host the event and offer it to their customers. One of the most attractive aspects of this approach is that both hosts get to cross promote to each others attendees as part of the deal. You simply get referred in as the expert. (Every time you do this, you will get asked to speak at an event one of the attendees is involved with as well.)
2. Sell the free too
Even though you are willing to do these events for free, you are a highly sought after speaker willing to waive your fee only if they permit you to elegantly reveal that there is a way for attendees to acquire your products and services and that you will also be offering free stuff in exchange for contact information of those interested in the free stuff.
Make it known that you have no intention of selling, merely informing. This approach raises the value of your presentation and gets you what you need as a lead generation opportunity. This can be a deal breaker for you or the sponsor. If you over-promote, don’t expect to get asked back—if they won’t allow you to acquire leads, don’t accept the invitation.
3. Don’t hold back
Don’t be afraid to give away all of your secrets. Some folks suggest you should just tell them what they need—not how to get it done. I don’t agree. If you tell them how, some may think they can do it themselves, but those who really want what you have will realize through your specific details, how tos and examples that you do indeed possess the knowledge and tools to help them get what they want. Educate and you won’t have to sell!
4. Offer some bait
In some cases, people will rush up to you after a thought provoking presentation and ask how they can buy. But in case they don’t, make sure you give all attendees a valuable reason to share their contact information for the purpose of follow-up. You can offer them the slides to your presentation, a free resource guide related to your topic, or a more detailed report based on the topic, in exchange for business cards. If you don’t have this preplanned, you’ll find you won’t get a second chance to wow these folks.
It should go without saying that you should also have a follow-up process. Write a hand-written note, add them into a pre-written drip e-mail campaign on the topic, or call them up after the event to measure their engagement.
5. Don’t hide the candy
When I first started speaking in the manner I’ve described here, I would pour my heart out, mindful of not selling, and then come to the end and there would be an awkward moment when I knew people wanted to buy something, but I didn’t have an offer.
If you provide great information and a clear road map to solve someone’s problems, you’ll often find them wanting you to reveal how they can take the next step. But here’s the key: in that environment, they want a deal for acting right now.
Not every audience or speaking engagement will present this opportunity, but I’ve found that in a straight free speaking gig—where I’ve been given permission to introduce my products and services—being prepared to do so is a good idea.
Image credit: jwyg
copywriting experts internet business link popularity link exchange pay per click
No comments:
Post a Comment