winning money-making strategies
to provide more benefits to clients
and generate more income. At U.S.
Learning, we leverage our talents
and content with new and varied
platforms to better serve our clients in
the following ways, which you can
apply to your own speaking business.
live event presentations. Speaking
gives you the opportunity to position
yourself as a celebrity authority to an
audience. Your goal is to give them
additional opportunities to continue
to grow from your influence. The
more powerful your initial presentation, the more opportunities you will
have to serve that client.
Contract training. With the speaking event being a personal connection, maximize the relationship with
contract training. In the past, we’ve
developed many six-figure “
corporate university” programs assisting
the company in an ongoing, repeatable training for their people. We
produce highly tailored, video-based training modules.
Royalties. Nothing is more fun that
getting a check for work you’ve
completed and is being repeated.
We recommend that you allocate a
certain percentage of your time to
create royalty-based products that
you or alliance partners can successfully market for ongoing income.
Web-based training. With new
learning management systems, we have experienced
success by developing and
producing Web-based distance learning programs.
When you offer ongoing
training with interactivity and
corporate branding, you offer
corporations and associations
the option of providing skill
advancement without the usual
costs of an event, or loss of work
time. Web content is available to
users 24/7/365, so time allocation
and consumption of training modules is easy and convenient. This is
especially popular with companies
that do not have a big HR department or a full-time corporate trainer.
Digital and traditional products.
There is a lot to be said about publishing books to establish yourself as
an expert. Many speakers find that
CDs, DVDs and other “hard products” can be highly profitable and
keep your face, name and content in
front of people. On the digital side,
the world of live events using video
streaming, webinars, podcasts and
virtual workshops has changed the
landscape for us. Make your local
event a global one!
Consulting. Once established as an
expert, people will continue to buy
more! Establish consulting offerings
to complement your other activities
and you won’t need new customers—you already have them!
Simply offer them other ways to
gain from your expertise.
Bundles. Bundling services and
products for a client can include a
combination of three or more of the
above mentioned deliverables. This
makes for a thorough solution for
your client and often a more profitable contract for you.
We recommend that you establish a comprehensive CRM software
program to help continually offer
information, products and services
in an engaging and value-added
way. By incorporating highly segmented, targeted campaigns, we no
longer leave the “didn’t buy the first
time” attendees to fade away. The
ability to “listen” to what your data-base wants from you is priceless.
Don Hutson, CSP, CPAE, is CEO of U.
S. Learning in Memphis, Tenn., and a
No. 1 New York Times best-selling
author. Hutson was on the founding
board of NSA, served as a past president,
and has given more than 6,000 presentations in over 30 countries.
Don Hutson, CSP, CPAE
How to Convert Speaking to Revenue