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.)