CML International

How many of you reading this article would love to effectively present information about your business, effortlessly acquire clients and simultaneously grow your business? Speaking to a group about your products or services could do that for you. Peter Drucker says that business is really two things: innovation and marketing. Public speaking is a great strategy for marketing your business and an innovative approach for increasing revenue.Public speaking builds credibility and immediately establishes you as an expert, even before you speak. People buy from those whom they like and trust. (They also vote for whom they like and trust.) You will attract clients with whom you would enjoy working and garner significantly more referrals. Prospective clients feel that they know you when they have heard you present a talk. They have experienced your personality, communication style, your sense of humor and viewed how you interacted with your audience. They will note how well organized you are, how you dress, speak, and move.

One morning, while I was in the women’s locker room of my health club, drying myself after a shower, there was a sudden flurry of energetic movement around me and a woman, calling my name, enthusiastically hugged me while I was frantically trying to stay wrapped in my towel. She had seen me speak the day before and felt like I was a friend. My English modesty was momentarily jeopardized to say the least. However, once I regained my equilibrium, I realized that she had paid me a true compliment, – she had felt so connected to me, from my talk the previous day, that she was very comfortable hugging me even while I was practically naked!

Every time you share your vast store of knowledge and experience, with the intention of being of service, you are promoting yourself and your company. It is more efficient use of your time and energy to present to a group, however large or small, rather than to one person at a time. You can follow up later with individual leads from the talk.

You will find that you will have an effective common ground going into a subsequent meeting or appointment, because, after all, they will feel that they already know you.
Public Speaking is a cost-effective marketing strategy, especially if you speak within driving distance of your home. Marketing pieces can be costly and time-consuming to design, print and send out, but you can create and develop a presentation that is either no cost, or very low cost, drawing upon your knowledge, using a PowerPoint program and creating some handouts.

Speaking is also a great way to build your data base. Offer a gift to raffle off to the audience to entice them into giving you their contact information. However, don’t offer 25% off your services. You can give away a bestselling book, one of your products or services, gift cards to Office Depot, a garden center or Starbucks, movie tickets, a plant, a bottle of wine. Laugh about it with them and let them know that you are bribing them for their business card. Ask permission to collect the business cards when you are initially booked.

Determine at the outset what your goal is. How do you wish to use these speaking opportunities? To build your business? To introduce a new product or service? To educate or inform? To present a charitable cause and to enroll others? To raise money? Establish that your goals are in alignment with your audience’s goals and suitable for the engagement and venue. Nail down who your ideal customers are and go after them —by speaking to groups.

Want to use this blog/article in your next ezine, article or on your website?