As a marketing speaker and marketing coach who works with professional speakers, consultants, and professional services firms, one of THE most frequent questions I get is "How do I find the best places for me to speak so I generate business?"
I always come back with the following key question: What Audiences Are Your Clients In?
What groups do your ideal clients belong to? This will obviously determine which audiences you want to be in front of.
Not sure? Don’t guess – ask!
Here is the script to ask your current clients, prospects, and centers of influence who know your target market well…
“I’m looking to speak more in front of groups of [BUYER PERSONA]. I’d love to get your Advice, Insights, and Recommendations.”
(Thanks to my pal, networking and referral marketing speaker Michael Goldberg for the A-I-R approach!)
Another way to ask might be…
“Of all the industry groups and associations you belong to, which ones provide the most value in terms of the speakers and programs they present?”
With both of these scripts, the natural follow-up discussion would center around your desire to serve this industry/community more and to share information with them that would help them become even more successful.
Likely outcomes from this discussion would include:
- Names of specific groups, associations, and conferences
- Names of specific people serving in board or programming positions
- Names of other executives or decision-makers in the field
- Names of other companies or firms in need of similar information/services
- Specific networking introductions
- Offers of referrals to the individuals they already know
- An opportunity to reciprocate and ask how YOU might be of service to THEM
Resources for Targeting Best-Fit Venues
Finding venues to speak profitably could be like trying to find a needle in a haystack. Here are some resources to help you laser-target your speaking to your best-fit audiences:
- The Directory of Associations online (http://www.marketingsource.com)
- National Trade and Professional Associations of the United States – hardcopy from http://www.columbiabooks.com
- http://www.LeadershipDirectories.com for access to 500,000 corporate and association decision-makers (this comes at a hefty $5,000 annual fee)
- Your Public Library – free access to high-priced proprietary business databases (Hoovers, D&B Million Dollar Database, InfoUSA)
Have fun, speak well, and go generate some business.
Got questions? Comments? A resource or tip of your own? Please use the COMMENTS sections below and let's hear from YOU...
