Putting a fine point on the speaking industry
use your KPis
to know what measurable skills you
teach. If you can’t show that your con-
tent will make a measurable difference, then the client probably won’t
Have you examined your material
to determine your KPIs? Do you know
exactly what your audience will be able
to do when you’ve finished your program? Can
you measure the results?
In a challenging economy,
business goes to speakers who can illustrate the
results derived from their
program. If you can show
the impact your content
w ill have on an organi-
z ation and its bottom
l ine, then you will have a
g reater chance of securing
i ts business.
y ou know your KPIs,
y ou should work hard to continuously
i mprove them. The greater the value
y ou deliver, the more you are needed
b y your clients and the greater value
y ou can ask for in return. The
h igher your KPI value, the
b etter positioned you are in
t he market.
The good news is that
this also applies in a booming economy. If you sell
yourself based on measurable results, you will have
an advantage when the
economy rebounds. You
will be better positioned for
the inevitable downturns
that speakers face from
time to time.
One of the benefits of serving
as NSA President has been
the opportunity to travel
nationally and globally, and
talk with speakers and clients about what works and
what doesn’t. On a recent trip through
Australia, Malaysia and Singapore, the
acronym KPI was pervasive. It stands
for Key Performance Indicators.
In that part of the world, it is criti-
cal for speakers to convey their KPIs.
Clients want to know the value of
your presentation and what their
employees will be able to do with
your content. Specifically, they want
Clients want to
know the value of
and what their
employees will be
able to do with
your content. They
want to know what
Let’s carry this just a bit further.
Besides being able to recognize and
convey your KPIs to your clients, do
you know what your business KPIs are?
Which KPIs do you monitor daily to
ensure you’re on the right track?
Do you need to make a certain num-
ber of marketing calls each day? Are
there a specific num-
ber of articles you
need to write each
month and distrib-
ute to publications
that could use your
insights? How many
blogs do you want to
track and participate
in? How many book-
ings do you set as a
Usually, you can
track your business’s
success by consis-
tently applying a few
KPIs. Identify those indicators, and stay
on top of them.
Ultimately, we should run our business the way our clients run theirs,
based on measurable facts and data.
Great decisions are not made in a vacuum. Get the information you need.
Know and monitor your companies’
KPIs. And always work to increase the
value you deliver to your clients.
Keep it Real!
Sam Silverstein, CSP
National Speakers Association