Speaking enables you to deliver your message to multiple potential prospects at once. A well-constructed speech, seminar, or webinar (online seminar) can increase your credibility with prospects and establish you as an expert in your field. Plus, every speech has the potential to reach far beyond the original audience. If you deliver a compelling message, there is no telling how many times it will be repeated to others by your audience members.
What should you speak about? Look for topics that are of particular interest to your target prospects. Offer new approaches for solving especially troubling business problems. Educate your prospects on compelling new technologies or other concepts that will help them professionally or personally. Discuss real-life case studies and share stories. Engage your audience by conducting polls and giving them opportunities to ask questions and provide feedback.
Be very careful about selling from the podium. Audiences become disenchanted very quickly when they feel a speech is nothing more than a thinly disguised sales pitch. However, it is perfectly appropriate to include a gentle “call to action” at the end of your speech. Consider closing with a statement such as, “If you would like to explore the possibility of applying the concepts that were discussed during today’s presentation to your company, please give me your business card or call me at your convenience.” Many times interested prospects will approach you with questions following the conclusion of your speech.
Preparing for seminars and speeches is a lot of work. You need to prepare your presentation materials, write scripts, and practice them to the point where you can deliver your presentation smoothly and convincingly. You also need to secure a facility for your speech and make arrangements for any necessary audio/visual equipment. If you are going to serve refreshments, there are additional arrangements to make. Plus, you need to develop and implement a plan for attracting an audience. This might include sending direct mail or e-mails, making phone calls, and contacting trade, professional and social associations and organizations.
If you are going to invest the time and effort required to deliver a first-class event, you should also develop a plan for maximizing the return on your investment. Be sure to give your audience a form they can use to request additional information. Provide handouts that include presentation highlights and your contact information. Hold a drawing for some type of small prize (a book, a sample product, etc.) to encourage attendees to give you business cards. Block some time during the day or two following your presentation to make phone calls to audience members. Ask them for feedback, and give them opportunities to ask questions that might not have been answered during the event. Also ask for referrals to people they know who might be interested in your presentation topic. These referrals may become immediate prospects; at minimum they should be added to your invitation list for future events.