The fastest way to start booking speaking engagements, so you can make more money right in your own backyard, is to jump on the phone. However, if you don’t know how to approach people, you can quickly be mistaken for a telemarketer and be hung up on. (Yes, it happened to me many years ago!)
Use a script. At a minimum you’ll want to script “the road map” of the conversation so that you know what you’re going to say first, second, third, etc.
Its what I like to call “Real Scripted Conversations”.
You want to have your key phrases memorized.
Still keep it conversational and interactive. (not a monologue)
Keep your energy and focus full on. (one or two notches higher than your usual self)
***IMPORTANT: if you’re prospect isn’t talking, responding, or asking questions, you are too scripted and not allowing for interaction.***
That being said, DO NOT WING your conversations, or you will lose out in the long run. A script will keep you consistent and will quickly show you what phrases people respond to, and where you lose them. Then you can refine your script and keep knocking out those amazing bookings!
So what exactly do you need to cover in your script. We’re going to go into more detail in our upcoming class on the 4th, but in the meantime here’s what you want to know.
There are five critical things you need to accomplish in your booking call if you want to here YES! more often! I book anywhere from 65-80% of my booking calls (from cold calls to referrals).
1. Social Proof:
Before someone invites you to speak to their group, office, chamber, association, they want to know that others have enjoyed your talks / learned something from them.
Its important to quickly prove your relevance and trustworthiness to the person on the other end of the phone by sharing social proof.
2. Experienced:
People want to know you’re good at what you do. They want to know that you know your subject matter, and that you’re going to lead a strong, informed talk on your area of expertise.
Quickly establish yourself (or your brand, product, or company) as an expert in your field.
3. Engaging:
Everyone’s biggest fear when they are considering booking you, is that you will bore the snot out of their people. So while they want you to be smart and professional, they also want to know you’re be engaging and that you’ll keep it interactive.
Reassure people (stories are a great way to do this) that everyone will enjoy your talk, that its not going to be a lecture and everyone’s going to love it!
4. Not Super Salesy:
THIS IS A BIGGIE! Even when you’re allowed to sell remember this tip. No one wants their group hard closed. Now that doesn’t mean you should avoid making offers at the end of your talk, and it doesn’t mean you should deliver a wimpy close either.
Learn the right speak-to-sell strategies that help you transition smoothly into your close so that it never feels clunky, over-the-top, or pushy.
If you remember nothing else, be real, passionate about your subject ,and committed to helping people. If you are all three of those things, people WILL want to have you out to share that with their group!
Until we meet again…
Remember to speak your message and your mission in a way that converts more paying clients.
Serve your purpose in a bigger, brighter way.
Grow your business, do what you love ,and make more money!
Be well!