SPEAK+ Week Eleven

Welcome to Week Eleven of SPEAK+.
Bring on the Reach Out.

I was frustrated. After working with a VA sending out hundreds of emails we had managed one booking. My costs were rising and the return was dismal. Plus it took a lot of effort going back and forth with my VA. It felt like all our work was for nothing.

Is that the same quote from last week? Why yes it is. The reason is that wanting, hoping and working towards something (even really hard!) doesn’t mean success will follow. Having an adaptable and strategic focus is the amplifier to success.

I had to get real with myself. If I really wanted outreach to work I was going to have to learn how to do it right (and in my case...do it myself). Only I know intimately what I have to offer, only I can build the foundational relationships with planners and corporate learning and development leaders. I needed to create a system and process that worked for ME so when I chose to bring on a VA again (which I now have) I would be strategically set up for success—-> because I have already personally secured bookings MY WAY.

I have learned a lot over the years on HOW to gain opportunities as a speaker. Through my own experiences and via professional development training I have some solid tips and tools for strategic and successful outreach. And this week I am sharing many of these tips, tools and best practices with you!

My goal is to help make your journey to “your stage” faster and easier.

So buckle up, put on your sales hat and let’s get you intentionally working towards your dreams! It’s not easy but it is worth it. The world needs your wisdom, energy and overall awesomeness xo

Welcome to Week Eleven of SPEAK+

Two weeks to go before you become a SPEAK+ Alumni. Think back to where you started vs how you feel today. By doing the work and following the SPEAK+ Process you have created the essential pieces needed to start getting on “your stage”. I am crazy excited for you and what is to come!

This week is all about how to ASK for the opportunity to speak. With your landing page (or website) complete you can now use that URL in all your marketing and outreach. I am going to write this from the perspective that you actively WANT to get on “stage”. Remember though that your stage may be different than someone else. So take the insights/lessons and tips in this week and apply them to your goals as needed.

If you want to get booked on stages you will need to spend as much, or MORE, time doing outreach than you do actually speaking! When it comes to “sales” (AKA getting the gigs) here’s the biggest lesson I have learned over the years:

No one can sell YOU like YOU can.

I have hired VA’s to do outreach and paid many thousands in marketing dollars. The best return on investment, in my case and I know in many others, is in the ground level outreach I am going to teach you here. Marketing and sales is a BIG topic, and yes there are many ways to promote/advertise/create opportunity. I believe it’s important to learn how to activate opportunities yourself before you take on costly additional options/partners.

So get ready to use that IMPACT STATEMENT as you reach out, connect, engage and secure speaking opportunities. Here’s my best tips and tools for gaining momentum in your speaking career. This week is a jam-packed one so let’s begin!

WHAT’S MY FIRST STEP?

Hey there you ambitious and motivated speaker! I am glad you asked. Open up a spreadsheet and use these column headers:

Date, Event Name, Organization, Contact, Position, Email,
1st Email Date, 2nd Outreach Date, Pkg Sent?, Notes

This spreadsheet is going to be where you keep your outreach data and notes. Tweak as needed. For instance if you speak to schools you would add school name. You get the idea. Be sure to include the outreach columns….yes you need to reach out more than once! More on that in just a bit :)

*** SPEAK+ 1on1 clients please request a spreadsheet template.

WHO DO I REACH OUT TO?

Who you source out and pitch to depends on what stages you want to be on. So adapt accordingly. For most corporate and association events you will find and reach out to one of the following: meeting planners, event planners, executive directors, learning and development or HR. LinkedIn is a great tool for finding these contacts, as is the association/company websites.

TIP: You can use the plug in Apollo.io to find contact info (emails etc).

WHAT DO I SAY?

Reaching out to meeting planners effectively requires a strategic approach. Here are five tips to help you attract and secure speaking opportunities:

1. Research and Personalize: Take the time to research the meeting planner and their event to understand their audience, theme, and objectives. Tailor your outreach message to demonstrate how your expertise aligns with their needs. Personalization shows that you've done your homework and increases the likelihood of getting a positive response.

   TIP: if their annual event is on January 10th, don’t pitch them January 2nd (make a note in your spreadsheet to reach out middle of February once their event is done).

2. Highlight Your Impact Statement: Clearly communicate the value you can bring to their event. Highlight your unique expertise, insights, and the benefits attendees will gain from hearing you speak. Focus on how your presentation will address the pain points or challenges of their audience and provide actionable solutions or valuable takeaways. This is where your Signature Talk Overview comes in :)

3. Be Professional and Persistent: Approach meeting planners with a professional and courteous demeanour. Craft a well-written and concise outreach email or message that clearly articulates your proposal (see example below). Follow up politely if you don't receive a response initially, but avoid being overly pushy or aggressive. Persistence coupled with professionalism can help keep you on their radar. I typically reach out 3 times before moving on (spanning over 45 days).

These tips will help you to effectively reach out to meeting planners and increase your chances of securing valuable speaking engagements. Remember to focus on providing value, building relationships, and demonstrating your expertise to stand out in a competitive landscape.

Here's a template that you can use. Short and sweet! Follow up is key...at least two or three times. The template below is for annual events but you can easily adjust for company's and networking groups (see example B). 

EXAMPLE A

Hello (insert name)

I see that (insert event) is happening in (insert date/city).

I actually have a presentation called (insert your signature talk title). I think this topic, and interactive (insert keynote/workshop etc), could be a great fit for your audience. 

I am curious if you are taking proposals for keynote and/or workshop presenters for (insert event)?

Look forward to hearing from you!

Your Name
Website URL 

EXAMPLE B

Hello (insert name)

I see that (insert company name) is active in providing professional development for your (insert team/leadership etc). 

I actually have a training session called (insert your signature talk title). I think this topic, and interactive (insert keynote/workshop etc), could be a great fit for your (insert team/leadership etc). 

I am curious if you are taking proposals for professional development?

Look forward to hearing from you!

Your Name
Website URL 

WHAT DO I DO IF THEY RESPOND WITH “MORE INFO PLS”?

If you get a positive response and they request more info, send them your speaker URL and offer a suggestion for a talk you think may be a great fit (at this point…your Signature Talk). Request for them to book a quick call with you so you can learn more about their event/speaking needs. You want to be sure you are a great fit for them too!

Remember: the energy behind your outreach and replies should be that you have a solution to a problem they, or their audience, have. You are in the business of making a difference!

WHAT DO I DO IF THEY RESPOND WITH “NO, GO AWAY”?

Thank them for their time and MOVE ON BABY.

WHAT DO I DO IF THEY DON’T RESPOND AT ALL?

Wait a week and follow up with a courteous email. Here’s the real deal—70+% will not get back to you on the first email. Planners and HR Leaders are busy and overworked OR the timing of the email was just not right. The important point here is to FOLLOW UP at least 2 times. Use your spreadsheet to keep track. Success comes in the follow up.

SHOULD I USE A CRM?

A CRM (Client Relations Management Platform) is a tool for managing data, relationships, opportunities, contracts etc. As you get more busy, and your outreach continues, you will most likely need and want to invest in a CRM system. I have used MANY including Hubspot, Pipedrive, and others. If you use gmail I recommend Copper CRM, as it is simple (user friendly) and works right in gmail.

But please know…you do not need this yet!

I believe in keeping things as simple as possible until required to move up due to demand and complexity. A spreadsheet, and reminders in your calendar, are totally good to begin with.

If you would like to try Copper CRM you can use this link: www.copper.com/?fp_ref=414951

WHAT SHOULD I CHARGE?

Professional speaker fees can vary widely depending on factors such as the speaker's level of expertise, reputation, demand, speaking topic, duration of the presentation, audience size, location, and additional services provided. Here are some general guidelines for professional speaker fees:

1. Keynote Speakers: Keynote speakers, who typically deliver high-impact presentations at conferences, corporate events, or conventions, may charge anywhere from $5,000 to $50,000 or more per engagement. Renowned keynote speakers with extensive experience and a strong personal brand may command even higher fees.

2. Workshop Facilitators: Speakers who conduct interactive workshops or training sessions may charge fees ranging from $2,000 to $20,000 per day, depending on the complexity of the workshop, level of customization, and the expertise of the facilitator.

3. Panelists or Moderators: Professionals invited to participate as panelists or moderators at industry events or forums may charge fees ranging from $500 to $5,000 or more per appearance, depending on their expertise and the level of preparation required.

4. Virtual Presentations: With the increasing popularity of virtual events and webinars, professional speakers may offer virtual presentation services at a wide range of fees, typically ranging from $500 to $10,000 or more per event, depending on the format, duration, and audience size.

5. Additional Expenses: In addition to speaking fees, speakers may also charge for travel expenses, accommodation, meals, and other related costs, especially for events requiring extensive travel or overnight stays.

   *** SPEAK+ 1on1 clients please request a contract template.

It's important to note that these figures are general estimates, and actual speaker fees may vary significantly based on individual circumstances and negotiations. Some speakers may also offer discounted rates for non-profit organizations, educational institutions, or repeat clients.

You need to charge what you feel good about. BUTTTTTTTT (this is a big but) you also need to recognize your value and ask for what you are worth. I know this can be hard at first….been there and felt that!

I remember the first time I made $5000 for a keynote, it almost froze me with fear that they would think I was NOT worth it! I received a standing ovation at that event.

TIP: Use the minimums above as your starting point. As your bookings come in, increase accordingly. There is no hard and fast rule around this. It’s a mix of how you feel, what the market will pay and the fee you ask for.

I’M SCARED OF ALL THIS SALES STUFF?

Good to know you are human! It can feel unnatural and stressful to actively ASK for opportunities (especially ones you get paid for). If you would like to be a paid speaker you are going to have to get over it. How’s that for empowering? Remember, no one can sell YOU like YOU can.

Your Action Steps for this week…

• Take the time and energy to read through this week and soak up all the sales tips and tools. What excites you? What scares or worries you? If you are open to it, share your questions via the SPEAK+ Private Facebook Group .

• For 1on1 clients please refer to your google doc for additional action steps, customized feedback and templates.