Until that happens, you have to
You reach them by asking yourself
these questions: What do they read?
That’s where I want to publish. What
do they attend? That’s where I want
to speak. Where do they hang out?
That’s where I want to network. You
have to ask yourself what the influences
are on your economic buyer, and not
make silly assumptions, like putting
an article on LinkedIn is going to get
Do you use a rate sheet, or do you
quote fees based on the value you
provide? Any speaker who has a rate
sheet is an amateur. Consequently,
when bureaus keep asking for rate
sheets, it just shows you how amateur-
ish they are. The fact is that you should
view yourself as an expert, not a
speaker. When a real buyer—when an
economic buyer—comes to you and
says, “We’re interested in having you
help us,” you say, “Fine, let’s explore
what you need, and I’ll give you some
I deal with a lot of people in my
coaching on this. I’ve done videos and
audios on it. I’ve done workshops on it,
but to put it into 60 seconds, there’s a
prior period to your speech, there is the
speech itself, and then there’s a period
after the speech. It’s not rocket science.
Ask yourself: What can I provide
before the speech? For example, access
CSP, CPAE, has
written 55 books
that have been translated into 12 languages.
Reach him at Summit-Consulting.com and
speaks on publicity and marketing.
He turns small companies
into big names at PRLEADS
toPROFITS.com and janal.com.
to some kind of prep work or a survey.
What can I do while I’m there for the
speech? Can I do an ancillary session
for someone else who is there? Can I sit
down and do a special session? Can I
debrief top management?
What do I do after the speech?
Can I have a special website that people
can access for a month? Do I give them
a summary of my slides and key points?
I can come up with 15 things in each of
those two categories, but the problem
is, speakers who have low self-esteem
and don’t believe in their own value
throw everything but the kitchen
sink into the equation for one fee.
I would say 90 percent of the people
I meet at NSA are undercharging, and
seriously undercharging. When you
hire a plumber, say you have a leak
in the sink, the plumber doesn’t say,
“Well, I’ll come and fix the leak and
I’m also going to caulk the tub.” The
plumber says, “You have some needs
here. If you’re interested, I’ll give
you a price for them.” Everybody knows this,
“As you build a brand,
you become a name—
and the ultimate brand
is always your name.”