Salespeople often overlook one of the most effective and quick ways to both establish themselves as experts in their field and generate a pipeline of quality prospects. While most salespeople who sell directly to consumers are all too familiar with cold calling, purchasing leads, sending out mass direct mail and e-mail pieces, print, radio and TV adverting and other common methods of lead generation, becoming a niche expert and taking that expertise on the road in the form of speaking to groups and organizations is seldom considered.
The natural fear of public speaking is a deterrent for many, but most salespeople simply have not considered the possibility. When we think of a speaker, most of us envision someone with grand ideas speaking to the most crucial events of the day or, maybe, someone who has lead an extraordinary life, regaling the audience with tales of high adventure. If we do think of business experts as speakers, we tend to think of names such as Jack Welch, Tom Hopkins, Zig Zigler or some other high profile, well-known guru who commands tens of thousands of dollars per appearance.
These may be the most visible, but they are, in fact, the tiny minority
of speakers. Literarily tens of thousands of organizations in the US
need speakers on a regular weekly or monthly basis. A large percentage
of these organizations are actively looking for business people who
have a message that would appeal to the majority of their members—and
you could be that speaker. You need not be expounding on the evils of
the Democratic takeover of Congress, or the how badly the Republicans
have governed, or the great coming economic downfall of civilization as
we know it. You do not have to be a stand-up comedian or a storyteller
on the level of Garrison Keller.
Speaking for local groups and originations only requires you to have
information that is relevant and interesting. A Realtor I know became
an expert in the minutia of every neighborhood in her city and began
speaking to groups about the transitions taking place in the city.
Which neighborhoods were on the verge of exploding and which were in
decline. Her presentation was laced with statistics but also stories
and history, with fact and prediction. Within a matter of several
months, she had become the “go to” person when members of audiences she
had spoken to began to think about buying or selling their home,
because she was recognized as the expert on where to move, where to
build and where to avoid.
Another client of mine, a business insurance broker, began speaking
about the issues businesses in his city were facing in terms of risk.
His presentation centered on crime, employee theft, and upcoming city
ordinances that could affect business, and other mundane aspects of
risk management. Although a likable and entertaining gentleman, his
presentation is hardly worthy of an appearance on The Late Show with
David Letterman. Nevertheless, he has information that is of interest
to other businesspeople. Moreover, he, like the Realtor above, has
become known as expert in his field. Businesspeople come to him first
because of their perception of his extraordinary knowledge of both
business risk and how to manage it and the local issues facing
businesses.
Neither of these people is exceptional in the sense that they have
lead extraordinary lives or have mythical business prowess. In fact,
the business agent above has only been in the insurance business for a
couple of years. However, both of these people recognized the power of
getting in front of groups and presenting themselves as experts. Their
average audience is less than 40 people. Their average address is less
than 20 minutes. They each speak less than four times a month. But,
if they speak three times per month, to an average audience of 35
people, they are in front of about 1,200 per year as “the” expert in
their field. Moreover, many of these people are potential prospects.
How do you become the expert? First, find something about your
business that will be of interest to a broad range of potential
customers. Concentrate on areas that could give your audience
information on potential risks or opportunities that could expand or
enhance their life, that could open new doors, or that could increase
or protect their wealth. Once you have found an interesting niche,
connect it to your local market. The Realtor above deals only with
local issues and demographics, but the insurance broker mixes general
risk statistics with local business related issues. He takes mundane
national statistics and brings them home to a more personal level.
Do your homework on both your subject and your public speaking
skills. Hone your presentation so that you are confident and do not
have to speak with notes. Work in front of a mirror until you have
managed to eliminate all of your nervous movement. Go over your
presentation—both verbally in front of a mirror and in your mind as you
drive—until it becomes second nature. Check and recheck any facts and
figures. Then, once you have mastery over your subject and yourself,
get the word out to church, service, chamber, business, and other
organizations. Send a self-promotion package and follow up with a
phone call. As you begin to set speaking engagements, more will
follow. Keep your material fresh and up-to-date. Look and act
professional. Within months, you’ll have gained the reputation of an
expert, the image of the guru and the self-confidence to match.
Copyright 2007, Paul McCord
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