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How To Get Others To Sell Your Speech

What would it be like if you had an army of decision makers out there marketing for you? For most speakers, it takes decades to grow those relationships, and at Speaker Sales Systems, we’re all about shortening the learning curve. We asked: Why does it take decades to get folks promoting a speaker to their friends?

The reason it takes decades to develop that kind of organic marketing force is because folks are busy and speakers are only one of 100 decisions they have to make.

How do we get decision makers to advocate for us not just when it’s convenient for them, but when we need them?

(If you’re looking for 1:1 assistance with building an army to market your speaking business, apply by clicking here and we’ll personally walk you through what’s working and what isn’t.)

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Professional Speaking – The Worst Business Model. Ever.

Why Professional Speaking Is A Horrible Business Model

Telling family members that we’re giving up steady pay to be professional speakers is always an anxiety-producing conversation. Why?

Because professional speaking is a horrible business model.

Imagine one of your loved ones coming to you with this news:

“I’m quitting a job where I get a regular paycheck and benefits so that I can do what I love for a living as a business! To market myself, I’m going to give away what I do for free so that someone will hire me! And my chief sales strategy will be waiting for the phone to ring and emails to come in offering to hire me!”

If I was your family member, I’d try to talk you out of that business model, too.

It’s unfortunate, but as speakers we’re taught to get on whatever stage will have us and regardless of the pay. But unless a speaker loves eating chicken dinners every night and living in a feast-or-famine world, that’s using hope as a business strategy.

Don’t get me wrong: Inbound leads, recommendations and outside representation can help drive a lot of our sales. But what else can we do as speakers to turn speaking from a crappy business model into a great one?

(If you’re looking for 1:1 assistance with your speaking business, apply by clicking here and we’ll personally walk you through what’s working and what isn’t in building a professional speaking business.)
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Why Speakers Are Afraid Of Speaking

As speakers dedicated to building a real business, we know storytelling is only a small portion of our jobs. “How I climbed Mount Everest on a pogo stick with one leg, blindfolded,” is a great story, but doesn’t matter when we’re talking about generating business.

We can’t rely on storytelling, stagecraft or vocal power to build a sustainable business; we also have to have a great sales process. However, what stops most speakers (and most salespeople in general) from getting in front of folks who can buy from them is the fear of being rejected. And that comes from the fear of cold-calling.

Never Cold Call Again
Why are so many speakers, experts in communication, afraid to reach out to people who have never heard of them (I mean, isn’t that the case every time they take a stage?)

“On stage it’s different,” they tell me. “On the phone, I don’t want to be considered a slimy salesperson.” Yet it’s that same fear that keeps many speakers in feast-or-famine, waiting for the phone to ring and the emails to come in.

That fear is not from speaking – we’re already great at that or we shouldn’t be in this profession. The fear comes from not being prepared when reaching out. Not providing value to the folks on the other end of the line.

We’ll cover exactly how we prepare before reaching out – but before that, we should get clear about what happens when speakers don’t prepare. See if any of these ring a bell:

-Finding out that the person we are asking to speak with is either retired, dead or even worse, has never worked there. (Can you say “awkward”?)

-Being cast into the black hole of voicemail (Delete!)

-Getting shut down by people who can say ‘no’ but not ‘yes’ (It’s the only power they actually have!)

(If you’re challenged with building sales into your business, you won’t want to miss our next Speaker Sales Masterclass. Click HERE to register.)
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Why Speakers Should Stop Selling Speeches

Stop Selling Your Keynote Speech

If you’re reading this, you may never be a ‘celebrity speaker’ (unless you’re Bill Clinton – and if you are, what’s up, my man??). Yet, we all would love to be paid like – or close to – celebrity speaker fees. So how can we go from being a hobbyist speaker to a speaker who earns tens of thousands of dollars every time our feet hit the stage?

That’s the question I was struggling to answer as I began selling keynote talks. Turns out, I had to stop selling keynotes to triple my fee. Let’s talk about how I and other speakers are making that happen.

It might sound funny, but if you are looking to grow your speaking business, you have to stop selling your speech. To do that, never call yourself a keynote speaker again.

First, What’s Your Value Proposition?

 Ask any decision maker you know about a memorable speech they heard, and they won’t tell you about the speaker who had everyone cheering at the end of the talk. Instead, they’ll talk about the take-aways or solutions they heard from that speaker.

As a speaker, salesperson and expert, we have to understand the challenges of our prospects and align them with our expertise. After coaching dozens of speakers through this process, we’ve found the best way to do this by creating a single sentence that gets attention and conveys the value we provide.

This sentence shouldn’t say, “Hire me as a motivational speaker because I am an expert in motivating people.” Instead, let’s map out our expertise, how we deliver it and how clients benefit from that expertise. It’s the last part of that equation that makes the difference between amateur speaking fees and professional fees.

1) What is your expertise? Tell me your history and what led you to becoming a professional speaker.

2) How do you deliver your expertise? Do you use vlogs, podcasts, speeches, books, etc. to deliver your content?

3) What is your client’s improved state? This is the most important one. Do you help companies improve their profitability, increase performance, or experience higher retention? You should have DOZENS of these so that when working with a decision maker, you can say ethically and responsibly, “I can offer you a solution that will meet the challenges you shared with me.”

Help Decision Makers Connect the Dots – Their Challenges To Your Expertise

Many decision makers have what we call “Full Plate Syndrome” – a myriad of responsibilities and are constantly solving problems within their company (who they’ll hire as a keynote speaker being just one of them). DON’T call them and start reciting your value proposition. Instead – ask them what their challenges are and see if your value proposition can get them closer to a solution! By listening to the challenges you hear and then offering a solution, we’ve noticed across thousands of sales calls that decision maker receptivity immediately changes. When a speaker is able to talk to them about problems and frame solutions, we add value by showing them they will be spending their money wisely and making a good decision when hiring us.

Do This Now

  •  Stop sending LinkedIn invites and letters or making calls asking if people need a keynote speaker – at least for now. First, figure out exactly what your prospects are challenged with and provide them a valuable solution (yes, this involves actually engaging them in conversation!). That happens by having a system for consistent outreach. As we always say, one of the most important things you can do for your speaking business is have a system. In 2018, 65% of our ‘cold’ contacts turned into sales conversations because we systematically conducted outreach on hundreds of people who had never heard of us.
  • Be clear of your value proposition. How can you solve a decision-makers’ problems and generate the outcome they are looking to create?
  • Stop selling your speech. Understand that you are a solution provider first.

If you’re ready to begin building the systems that build speaking businesses, we’re offering a free speaker sales masterclass beginning soon:

The Systems Of Million-Dollar Speakers

If you are looking to grow your speaking business (and if you’re not, you might have stumbled onto the wrong blog), then you should be looking at what million-dollar speakers are doing. We’ve spent time asking them this question:

“What is the one thing you’ve done in the last year, tactically, that has made the biggest difference in your business?”

Their answers were always the same: Create Content, Deliver Content, and Close Deals. Most even mentioned how they actually only do those three things in all aspects of their lives, and have even realized the half hour they were doing laundry means they could’ve been making $30,000… so they created a system and learned to outsource that, too.

In order for you to ever turn anything over to anyone else in your speaking business, systems have to be in place. 

How does a million-dollar speaker utilize systems?

These top speakers systemize selling, marketing and operations so they can focus on growing their expertise and reaching the people who can pay for it.

While most speakers feel like they should get their content onto social media outlets, such as Facebook and LinkedIn, we are learning more and more that social selling isn’t just posting on these sites, but instead looks like the actual marketing that we are producing and putting on these platforms. Since we no longer live in a day and age of traditional cold-calling, it’s vital to understand the importance of a multi-channel communication approach (which we’re addressing in an upcoming blog).

Hope is NOT a Strategy
If you speak at a conference just hoping that someone in the audience wants you to speak at their conference next, that’s using hope as a business strategy. Hoping does not generate predictable revenue. 

Speakers have to move from hope to predictable processes in the way they approach their business and the results they generate. Using a methodical strategy can help drive business and revenue, which is why we recommend utilizing a Customer Relationship Management Software/Database to manage your systems for you. 

What is a CRM?

A Customer Relationship Software/Database, or CRM for short, is something many speaker invest in but few utilize. A CRM is designed to handle both marketing and sales, booking events, and can facilitate tracking interactions, outbound calls and email templates. 

Some experienced speakers have not invested in a CRM, and while they may be “successful” the research we have done shows they still experience feast-or-famine in their business. 

What About Spreadsheets?

Spreadsheets are designed to track and report numbers, not to create tasks that build relationships. Customer Relationship Management Databases are designed to not only build relationships through creating tasks, but they allow speakers to build the strongest relationships possible with potential clients.  

Do This Now

-With any speaking engagement, be sure to connect with your first point of contact on LinkedIn. This could be an association director, meeting planner, event coordinator or even the Director of Learning and Training. 

-As part of your contract, require prospects offer 2-3  referrals upon successful completion of your talk (we’ve only had this turned down a few times in hundreds of gigs). When you follow up after the speaking engagement, have a list of a few names of people they can connect you with on LinkedIn – because you’ve already looked through their contacts for other potential prospects.l If they know these folks well, send them an email script to forward and ask for them to provide personal introductions. If they don’t know that connection well enough, ask if it’s okay if you mention them as a shared contact. 

-Immediately following your speaking engagement, as everyone is still clapping, track down the lead decision maker and ask them to talk about the experience of having you speak to their people. You can make this video on your smartphone, tablet or even a handheld camera. Now you have a leverageable product to use in your future marketing efforts.

If you’re ready to begin building the systems that build speaking businesses, we’re offering a free speaker sales masterclass beginning soon:

The Myth That Destroys Speaking Businesses

If building a better speaking business is one of your goals, then you’re a marketer and a salesperson. As such, there’s a quote from legendary marketer and author Seth Godin you should hear:

“There’s no shortage of remarkable ideas, what’s missing is the will to execute them”

The driving goal for our team at S3 (Speaker Sales Systems) is to help speakers get out from under the myths about growing a speaking business and equip folks like you with the knowledge, systems and best practices to actually grow a speaking business.

Every week, we focus on the intelligence coming we’re capturing from the very front lines of the selling in this industry. Why would we peel back the curtain on our own business to help other speakers?

We want you to see that by leveraging systems you can think differently, grow your business and create more predictable results and revenue. Crazy, huh?

The Problem

There’s one myth circulated in the speaking community that we need to dispel immediately.

When many speakers start their businesses, one of the myths they’re told goes like this: Read books, attend speaking conferences, and if you can implement just three things you’ll be successful.

Why is that a myth? Because everybody treats it as a truth, when it’s not! The first time we heard this was at a national convention – a convention designed to help speakers grow their businesses!

When that myth was passed onto all the speakers in the room, it made a lot of sense because everyone leaves conferences like that with a notebook full things to implement.

Looking over 80 or 100 new ideas is overwhelming, so the myth makes sense on the surface – just pick two or three things and get them done. What solves this problem?
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