Mo asks Grant Baldwin: How can people use public speaking to create and close deals?
As speakers, we have to realize that we are in the problem solving business. The audience doesn’t care about whether you are passionate about your topic, they want to know why what you are saying matters and what it means to them.
Be very clear about what actual problem you are solving for your audience. The more specific, narrow, and clear you can be, the easier it is to book gigs.
One of the most common mistakes is speaking to everyone about everything. We need to hone down our message and narrow our focus. By doing one thing really well, you’re more likely to attract the right clients and the right audience.
As speakers, one of the best things you can do to build your business is to be really clear about solving one specific problem for one specific audience.
The other key is learning where your ideal audience gathers. All over the world, there are natural gathering points for the people that are your ideal clients. The first thing you should do is to begin building relationships with the organizers of those spaces. Conferences and trade shows are already interested in finding speakers for those events,so getting an audience with them is an easy way to get your foot in the door.
Another possible avenue is to organize your own event. For many audiences, there is no existing gathering point so creating your own event is a great way to fill a room and give a speech directly to the people you want to speak to.
Virtual events are another great option, especially as people become more comfortable with the technology involved, and they can be put together more spontaneously than an in-person event.
Events don’t have to be large to be valuable. Small local events are a good resource too.
Event planners are in the risk mitigation business so there has to be a high level of trust in the the speakers they hire. One of the best ways to create that experience with you as a speaker is to invite people to your presentations and create a mixed audience of clients and prospects.