Speaker - January/February 2012

go? It seems like just yesterday it was July, and we were at the NSA convention.

How’s business been for you since then? I’ve been to over

20 chapters now, and the reports I’ve received from your fellow members are all over the board; business could be Up, Down, or Sideways—the perfect plug for the newest book by this issue’s cover story, Mark Sanborn, CSP, CPAE.

We all understand the phrases “business is up” and “business is down.” But I asked Mark about the concept of “sideways,” and he says those are the periods when we are maintaining but not growing our business—they aren’t a downturn but not an uptick either. In his book, Mark outlines the things you should always do to assure your success, regardless of change.

Similarly, I believe there are timeless keys to a successful speaking business that should never change.

PASSION

To be successful, you must maintain the certainty you have in your message and your belief in its ability to influence positive change for your clients. A lack of passion can result in a lack of business. If you’re not excited yourself, it’s difficult to light a fire in the hearts and minds of the people listening to you. With passion, your audience members can be propelled

toward action and ultimate results, thus increasing demand for your services. As the economy rebounds, you’ll be poised to take advantage of it. If you’ve lost your passion, perhaps your tired programs need some new life!

PERSISTENCE

All the passion in the world won’t make the phone ring if people don’t know about you. Without determined effort, you can’t rouse yourself to make your calls every day, try different marketing efforts, and keep charging ahead. I’d describe successful speakers today as “scrappy”—having the ability to keep on keeping on. Are you still scrappy? Are you still pushing, trying, shaking, striving, and refusing to give up? Or do you moan, “It’s so bad out there!” and become paralyzed? Scrappy speakers do what many of us did when we first started—they pick up the phone! How long has it been since you’ve called everybody you’ve met over the years and told them about the outcomes you deliver?

CONNECTION

Through NSA, I met my mentors, Mark Sanborn and Dianna Booher, MA, CSP, CPAE. Their answers to my questions often come from different perspectives, so their insights help me make better decisions. Not only should you have a mentor, you should be a mentor, which is an important way to strengthen our

profession and boost your business. If new entrants to the profession are not yet qualified for membership in NSA, perhaps you can buy them NSA’s book, Paid to Speak, or a subscription to Speaker magazine. Can you reach out to someone you admire for advice? Can you start a new mastermind group?

PARTICIPATION

Whether your business is up, down, or sideways, your involvement at NSA events should be consistent. I invite you to attend NSA Winter Conference in Dallas, Feb. 3-5, where Bill Stainton and Ruby Newell-Legner, CSP, will help you “Monetize Your Message.” You’ll learn the latest about partnerships, technology, and streams of revenue. Presenters will not only discuss how to do each technique they employ but how to sell it as well.

NSA will hand you the keys you need to recharge your passion, focus your efforts, and connect with mentors who can help you. Through a group of like-minded people committed to helping one another succeed, you can get the knowledge you need to propel you forward and grow your speaking business.