How To Speak More Often And Make More Money Part 1


This is part one in a series on using public speaking to attract new clients.

In this episode of Four Minute Fixation you will discover the seven types of speaking engagements and how they can help you attract new business.

We discuss:

Keynote Speeches

Becoming a Featured Speaker

Doing a Breakout Presentation

Speaking on a Panel

Developing and Conducting Seminars

Town Hall Style Talks

Platform Selling – Sales Pitches

Be sure to subscribe to our YouTube channel for more great episodes of Four Minute Fixation.

Here is a transcript of this episode:

How To Speak More Often And Make More Money Part 1

Do you want to make more money every time you open up your big mouth? Come with me to find out how. Welcome to our special video series on speaking more and making more. This series will teach you how you can leverage the power of speaking engagements to make more money in your business than you ever imagined possible. That’s right, speaking engagements can help you bond with your audience, and your audience members will become clients and referral sources. When that happens, you make more money.

Today we’re going to talk about the seven types of speaking engagements that you can leverage to make more money in your business. We’re going to do this countdown style and we’re going to start with speaking engagement type number seven, and that is platform selling. This is one of the most underutilized strategies in speaking. You’ll notice that if you are in a large company and you give sales presentations, what you’re doing is you’re most often presenting the features and benefits of your product or service, and matching them to the needs of your clients. I have a special formula for doing that that I teach my clients. When you give this type of a presentation, it’s called a platform sales pitch. Most people just call it a sales pitch. The term platform sales pitch comes from when you’re standing on a stage or a platform and you’re selling to an audience.

You can give a platform sales presentation or a platform sales pitch to anybody at any time in an audience that is qualified to buy from you. If you’re a sales professional and you’re going to pitch to a decision maker, and it’s just you and the decision maker, you’re still giving a presentation. You’re still giving a speech. The platform sales pitch is speaking type number seven, and that’s how you can attract more business by just matching the features and benefits of your product or service to the needs of the individual who you’re standing in front of.

Speech number six is the town hall or Q&A-style presentation. You see a lot of political candidates do this. Also, a lot of senior executives in companies do this with their employees. What they’ll do is they’ll get up on a stage and they’ll stand there and they’ll field questions from the crowd. You, as a business development professional, as a sales professional, or as a business owner or a professional like a lawyer or an architect or a professional in a service business, you can get up there and you can field questions from the audience on your service. You can answer questions about your industry. You can answer questions about your local market. You can answer questions about your specific company and the services you provide. There’s a whole host of ways to leverage the town hall or Q&A-style presentation.

Now, you have to be very comfortable on your feet. You have to be extremely confident, and you have to know the answers to the questions about your industry, about your local market, about your business. You have to be able to do all of those things, but a town hall or a Q&A presentation can be a powerful way for you to make more money by connecting and developing more relationships in speaking.

Way number five, or speaking style number five, or type of speaking engagement number five, is the seminar or the training class. I’ve done training classes that have gone from a length of an hour and a half all the way up to three, four, and five-day seminars. Now these can be paid or they can be free. You can do these as a series or you can do them individually. Seminars are powerful because people will work with you and they’ll get to know you over time. The trust will be great as it’s built up. Seminars build up a phenomenal amount of trust between the person presenting and the people enjoying the information. Seminars are powerful.

The fourth way to leverage speaking engagements to grow your business is being a part of a panel or a panel presentation. You’ve seen these when you’ve gone to events before. There’s usually a person on a podium, and then there’s a table full of people next to that person. There are questions coming from the audience and the people on the panel are taking turns answering the questions, or each member of the panel gets to make a presentation and then they take questions after.

Now, this is a tough way to make a connection with the audience. The way you can leverage this for your benefit and your success is to be controversial. Get out there and take positions that no one else is taking. As long as they’re congruent with your beliefs, you will do a good job of standing out from the crowd. Panel presentations can be effective, but you have to go into them with a very focused strategy as to what you’re going to do and how you’re going to work the limited time you have to interact with the audience.

The third type of presentation is what’s called a breakout or a concurrent session, a breakout presentation, breakout session, or a concurrent session. This is where you go to an event and there are six or five or even as many as a dozen different sessions going on at one time. You may have a main conference with a thousand attendees, and after their main session breaks, there will be a dozen, 12 breakout sessions, each with a hundred people in them. You can do a breakout session and use that session very effectively.

In fact, I’ve done multiple breakout session at a big conference where I’ll present on the same topic but the audience changes. I’ll present three times in a day and the audience will change so people get to see me, and they can come during different time slots. Breakout presentations can be highly effective. It’s usually a more intimate audience than the large group, and you can really make a connection depending upon the amount of time you have.

The number two type of presentation is what I will call a featured speaker. Sometimes you’ll have a program, it will be a one or a two-day program, and there will be one main speaker who’s known as the keynote speaker. Then there will be three, or four, or five featured speakers. These people get about an hour, or sometimes 45 minutes to speak. They’ll do presentations on very specific, focused topics. Being a featured speaker is a great way to connect with your audience. You can be the third, or fourth, or fifth speaker to speak during the course of a day. You can be the night owl featured speaker. You’re the speaker who speaks at night or during dinner. Those speaking slots are fantastic. You should take them whenever you can get them. A featured speaker has the opportunity to connect with an audience in a way that’s powerful.

The number one type of speaking engagement, the one that everyone is familiar with, is the keynote speaker. You’re the headliner. You’re the one who everyone’s come to hear speak. Usually this is reserved for an author or someone who has a very high level of standing in an industry. You can be the featured speaker if you’ve written books, if you’ve appeared on television, if you have some drawing power. They usually use the keynote speaker as a person, a man or a woman, who has a tremendous amount of drawing power and can put people in the room. Usually people who are in the military and they’re war heroes, or people who are phenomenal motivational speakers will be considered the keynote speaker. As a keynote speaker, most of the time you will get a speaking fee, and you will also have a chance to develop an intimate relationship with your audience.

These are the seven different types of speaking engagements. The platform sales pitch: This is when you’re just blatantly pitching your services. You’re matching features and benefits of your services to the needs of the client. The town hall style: This is a Q&A where you up there thinking on your feet, moving, answering questions. The seminar, where you up there teaching people. The panel presentation where the audience is sending questions to a group of people at the front of the room, where there’s a group of people at the front of the room usually sitting at a table, and they get to give individual presentations for a very short period of time. The breakout speech, where there are concurrent sessions going on and people can choose to come to your session. The featured speaker: This is somebody who’s in a supporting role. There’s there or four of them during the course of a one-day event. They speak on very specific topics related to the theme of the conference. Then the keynote: That’s the headliner. That’s the people that everybody’s coming to see.

You can use any of these types of speaking engagements to attract business. I would encourage you to look up conferences that your clients are attending and see who the different types of speakers are in these roles, and find out how you can become any one of these types of speakers. Write those seven down. Look for conferences and apply to become speakers in any one of those roles.

When you join us for our next session, we’re going to discuss the strategy you can use when you’re speaking to make a better connection with your audience and have them develop a deep relationship with you. I’ll see you next time right here at 4 Minute Fixation.