How to Use Speaking to Generate a Ton of Leads
A lot of marketers want to be highly-paid speakers, but as a consultant, have you considered speaking for leads instead? Becoming a speaker is one of the best ways to get clients. Getting up in front of a highly targeted, interested group of prospects and demonstrating that you’re not only very likable but also know a lot about something they need, is one of today’s most effective forms of lead generation and conversion all rolled into one.
You may not get paid to give the presentation, but you could walk away with two new clients which can lead to six figures in annual revenue. Intrigued?
Forget your career in paid speaking for now and start speaking for leads by following my tips below.
Types of “Speaking for Lead Generation” Programs
In my opinion, there are four different types of lead-generating speaking engagements which can all be done either online or in-person:
- Free solo – Set up your own room, invite people to it, handle the promotion, and basically set up your own lead-generating event. Of all the options, this requires the most work, but it can also be very targeted and lead to the most reward.
- Guest audience – There are people who need speakers, whether it be for a meeting, luncheon or company conference. Since these audiences already exist, you need to find them and present a topic that would resonate with that audience and provide value for them.
- Sponsored expert – With this, you can pitch target clients (like a bank or accounting firm) and let them know you are a marketing expert who would love to present to their group for free. This can be a great opportunity because they are bringing you in as the expert, which gives you instant credibility with their audience.
- Win-win workshop: One of my favorite strategies for these types of engagements is to approach two potential groups and offer to present great information to their clients and networks. Approach these partners with the idea that you’ll present a great topic that they can offer to their customers. They’ll also get to cross-promote to each other’s attendees as part of the deal. They’ll not only see it as adding value for their clients but also as an opportunity for business development. This becomes a win-win for you and the two groups. Everybody looks good in this scenario and it can lead you to new clients and referrals.
Tips for Getting to a “Free Podium”
Finding a place to speak can take time and effort. To set yourself up for success, follow these guidelines:
- Get referred – To piggy-back off the win-win workshops, getting referrals from clients, partners, and others in your networks can be huge for getting the chance to speak at an upcoming event.
- Cut a “deal” – Think of it this way, 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. 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.
- Educate – Don’t be afraid to give away all of your secrets. If you tell the audience how to do something, some may think they can do it themselves. But those who 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. If you educate, you won’t have to sell.
- Collect addresses – 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 your strategy for this preplanned, you’ll find you won’t get a second chance to wow these folks.
- Provide simple calls to action (CTA) – 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 could take the next step. Take the initiative and put a CTA together to push them to act immediately.
How to Get Hired for an Event
In my experience, the ideas listed below are the best ways to get hired for an event:
- Attend events – Network and meet event organizers to get your name out there
- Search through industry calendars and reach out directly
- Work target groups – Interact with these groups online and in-person.
- Create a topics page/video (see example here)
- Get testimonials
Master the Ask
Tell your audience up front that you’re going to give them great information and that at the end you will be explaining what you do.
At “halftime,” after you’ve built some trust, talk to them about an upcoming workshop (or another offer). At this point of the presentation you’ll have resonated with people in the audience (if it’s a targeted group), and if you bring up an offer in the middle of the presentation, they may feel as though you’re talking to them directly which helps to establish a connection.
At the end of the presentation answer questions, make free offers, and agree to let them also bring a friend to the event you mentioned at the same price if they sign-up that day. All of a sudden, anyone considering the event is now highly motivated by this compelling change of events. Don’t hard sell this and risk tainting the information you shared, but don’t leave those who want to buy without an option either.
Looking for a practical small business marketing speaker for your event – hire John Jantsch – Keynote, workshop, and small business marketing speaker