[podcast] How to Get More Clients from Public Speaking – S2 Ep8

Hey, you guys, Brian Hilliard here, author of the bestselling book, Networking Like A Pro, and I am fired up here today because we are going to talk about how to get more clients from a free-speaking engagement.

Now, this has been an ongoing conversation we’ve been having. If you’ve heard other sessions on the show, or maybe you’ve seen me speak, or come to our blog or whatever, this is actually one of our most popular subjects because people know, they say, “Listen, Brian. I know you’ve been in business in coaching since 2001. I know that you speak a lot, and I know that you’ve got a number of different ways, obviously, to be able to attract business, and be able to attract clients. But I also know that public speaking is something that you do a lot, and that you say a lot of good things about.”

 

Transcript

And that is absolutely true. I think generating clients from public speaking, specifically, from free-speaking engagements because that’s a conversation that a lot of people want to have. For me, when I was getting started, I wasn’t getting paid to speak. My motto was having something where I would get invited to go out, Chamber of Commerce, Rotary Club, Lion’s Club, other service clubs in and around town, I would get asked to speak, and they were free.

But I used it as a way not only to just generate more exposure, but also to be able to get more clients.

And if you’re somebody who’s been asked to speak, and you’re thinking to yourself, “You know what? I’d love to be able to do that and generate more clients from my speaking engagements, but I don’t want to look like a used car salesman.”

And I totally get that. So stay tuned because this is going to be for you.

We are not going to talk about looking like a used car salesman. As a matter of fact, the tip we’re going to talk about today is talking about something that’s very, very good and would be able to help you, just a quick, little tip to be able to do that, or maybe you are thinking about speaking.

You’ve heard me talk about it, you’ve heard others talk about it, and you’re like, “Boy, you know what? Put me down. But how can I specifically do this without the hard sell? Again, I want to be able to monetize this, I want to be able to do it, but I don’t want to do the hard sell, I don’t want to look like a used car salesman, I don’t want to be that guy with a 30-minute infomercial, but I do.”

If you’re been doing this before, you’ll know this. Everybody who’s done a speaking engagement, enough of them, and haven’t really gotten anything, you guys will hear me on this.

It can be frustrating. You go out, you do the speaking, everyone rips up with applause, “Great job. Great job. Great job.”

But no one buys.

And in fact, if I did such a good job, no one buys?

So what we’re going to do is we’re going to talk about a technique here to be able to help you be more successful in that regard, generating clients from free-speaking engagements without looking like a used car salesman. And one of them, real quick, is making sure that you tell more stories.

Now, part of the challenge that I think a lot of speakers have, and I touched on this in certain other areas, is we have a tendency to give away too much information. We really do. We have a tendency to give away too much information, and that can be a big deal.

So what I’d try to tell people is listen, you still want to be able to have good content, but if it’s a 30-minute presentation—I was actually talking with a client of mine about this yesterday. He’s got a 30-minute presentation actually coming up in Houston, Texas. And I said, “If it’s a 30-minute presentation, you want to make sure that you have at least two or three stories to go with, preferably, your three or four points.”

So two or three stories to, preferably, go with your three or four points.

Now, here’s why that’s so important. There are actually two reasons, number one, is because when you tell stories, it engages people emotionally. When you tell stories, it engages people emotionally, it keeps their attention, it allows them to see you, not only as a person, but as someone that they might want to potentially hire. That’s the first reason.

The second reason stories are so important is because it also allows you to be able to illustrate how you’ve been successful in helping others be successful in whatever field you happen to be in, without saying, “I’m successful, and I’m going to coach you guys, and here’s the big push.”

You don’t have to do that. Instead, you’re telling stories about how you’ve helped others. You’re telling stories about what you’ve done. Me, sometimes, I even tell some funny stories just to lighten up the mood a little bit. I’m not saying you have to do that but if you want, that’s great.

Telling stories is a great way to be able to articulate the message that, “I’ve worked with other people before. This is what that learning looks like, this was the real life, real world impact on their lives, in their business, in their world,” and the implicit point is, “And if you decide you want to work with me, you’ll get this too.”

And I’ve got to tell you. That is one of the best things that I think I know I personally did, and to be able to help me be successful when it comes to getting more clients from free-speaking engagements.

And I’ve got to tell you, we actually have a program on generating more clients from free-speaking engagements. It’s 21 tips to ethically market and attract more clients from your very next event.

Obviously, I’ve given you one right there. We’ve got 20 more actually that just goes through all of that good stuff. And if you’d like, by all means, swing by our blog, and we can get you some more information on that. It is www.PracticeBuilderBlog.com/Speak. Www.PracticeBuilderBlog.com/Speak.

It’s got all kinds of information on there. If this is something that you’d like to be able to do, in terms of generating more clients from free-speaking engagements, and ethically market yourself at your very next event, then by all means, swing on by.

But in the meantime, my name is Brian Hilliard saying so long, take care, and thank you for your time.