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I've sometimes referred to speaking as the world's most efficient way to sell. Think about it, you get to stand up and talk about something that matters to an entire group of potential customers for a very focused amount of time. The speaking tactic is so powerful that I advise every one of my clients to find a way to get to a podium often.
Now, at first brush it would seem that the thing to do then would be to host a series of workshops and just start inviting folks to come on down and listen. This may indeed be a good approach, but I would like suggest a few very powerful ways to get in front of prospects without you doing all the work. (Remember I mentioned the word efficient before.)
Make the Circuit
There are many groups that need speakers for breakfast, lunch and dinner meetings. Start reading your local business publication for workshop and meeting notices and you will find a ready built list of speaking opportunities. It's best to consider groups that contain your target market of course, but sometimes if you are just getting started, practice in front of most any group may have its place.
Be Hosted
One simple way to get in front of a highly targeted group is to approach other organizations that serve your target market and offer to provide a workshop on a timely topic of interest to their clients. A bank, for example, may be very open to topics from other small business experts. Package your pitch as a way for the host to add value to their existing client relationships. This approach is a very powerful way to win clients because you are essentially being referred by the host.
It goes without saying in one of these arrangements that as well as providing the marketing and filling the seats, the host provides the room and sodas too.
Win-Win
Take the approach above and really turn up the juice by going to two host partners and proposing a group event. This way both partners get to view the event as a value add for their clients and a way to meet new prospective clients invited by the other host. This packaging twist will help you get even attention for your ideas.
A Power Group
Another great way to efficiently sell to a group is to find several professionals who serve a similar target market and put on a 1/2 day workshop. Each participant presents some great information and each participant is responsible for inviting guests. This way you can create a very compelling event and get a good crowd without too much effort. (I've seen this approach work so well that it turned into a lucrative product for the partners involved.)
Teleseminar Series
One of the difficult parts for any workshop is getting people to leave the office and attend your event. Teleseminars, or seminars held via a telephone conference line, offer great convenience and low cost. You can set-up a series of topics and invite local or national caliber guests to interview on your teleseminar. The cost for producing one of these is low enough that even if only a handful of people attend the call it can be well worth it. Another very powerful benefit of this approach is that you can record the calls and create permanent marketing content to entice prospects long after the actual session.
Copyright 2006 John Jantsch
