Top speakers continued four core activities—and note “continued” rather than
started, because these activities are what
made them top speakers.
Consistently sell. How do you spend
your time? Do you spend an hour or more
per day on social media? Instead, take
that hour and make six phone calls to
past clients, referrals, or key contacts in
industries where your message provides
value. Six phone calls per day times 48
weeks is 1,440 sales calls per year. Yes.
That is what it takes to succeed. Getting
booked and staying booked in any economic environment is directly connected
to how consistently you sell.
Stay relevant. The top speakers
research the market, their clients, and
their clients’ industries, and they ensure
their speaking topics are relevant.
Understand that in a recession, your
longtime successful keynote just won’t
be good enough to keep your calendar
full. Stay within your area of expertise,
but consider adjusting your titles and
content to speak to the real-time issues
your audience is experiencing.
Be flexible with fees. What? Yes.
Even during good times, top speakers
adjust their fee for a good reason. If it’s an
association audience where attendees fit
the profile of who hires the speaker, then
a lower fee can be looked at in another
way: You’re getting paid to market
yourself. During a recession, you cannot
afford to be stubborn. Take the gig. Do an
incredible job. Because doing an incredible job onstage is the only way you’ll get
referrals and offers for more business.
Invest in your business. During
downtimes, it’s easy to look at your
expenses and slash. Top speakers invest in
growing their businesses, always. In fact,
during a recession, you might be able to
negotiate a better rate with vendors. Plus,
investing in your business during a recession can even help differentiate you from
competitors. For example, you might invest
in online advertising during a recession
because it’s likely rates will be lower, and
your competition might have cut spending,
which means you have a chance to stand
out at a lower cost. However, be cautious.
Determine your return on investment and
strive not to take on debt.
What did the
they ensure their