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NSASpeakersAcademy

Sales and Marketing

© 2012 National Speakers Association 1

Module 4: Sales and Marketing

What Are You Selling? Rule #1 in business is to figure out WHAT you’re selling. (We'll get to WHO you're selling it to in a moment.)

I sell: • Speeches• Coaching• Training• Consulting• Books• Other products• Events• Motivation• Change• Removal of pain• Skill development• Results from your involvement in meeting their need• Learning• Uplifting messages• One-stop-shop of many solutions

WHAT you sell will always have an implied value. It will also have features andbenefits. Choose one of the above that you sell, and record 3 of the features andbenefits of this product or service:

Features: 1.2.3.

Benefits: 1.2.3.

Do you think your market will pay more

for a speech… or for removing

their pain?

2 © 2012 National Speakers Association


Who’s Buying? Once you’ve become clear on what you’re selling, it's time to consider who yourbuyers might be and how big the buying pool is. Ask yourself who those buyers are,as you may have more than one group or target.

Who are your buyers? • Members of what profession(s)?

• Corporation(s)?

• Association(s)?

• Non-profit organization(s)?

• Club(s)?

• Types or groups of individuals (youth, women, immigrants, veterans, people with disabilities)?

• Other:

Discussion questions Which of these groups:

Need to learn more about your topic?

Will pay for your topic?

Can pay?

Do you have a connection with?

Do you have credibility with?

Do you enjoy?

Do you care about?

Do you understand their pain and offer solutions that create positive results? If so, what is their pain?

My initial target buyer is:

Another way of finding your ideal market is to find the intersection of those you LOVE to talk with, those whose “language” you can speak well, and those who will pay you.

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Another way of finding your ideal market is to find the intersection of those you LOVE to

talk with, those whose “language” you can speak well, and those who will pay you.







What if I Have Multiple Markets?There is no shame in targeting multiple industries or client types. Targeting morethan one will create a larger marketing expense and may take longer, but it alsodepends on your already established presence in those markets, who you know,how familiar you are with their pain, and your level of experience in providing asolution.

• In the top circle, record the market or group in which you have the mostexperience and credibility.

• In the bottom two circles, record the markets or groups who might feedinto your top market or be a source of leads.





But, what does that mean for them?

Try this: With this ________________________________,

!you can __________________________________,

!which means ___________________________.

Example: With this Speakers Academy program, you can shorten the learning curve of building your speaking business, which means you’ll be profitable faster.

Questions to ask to get in the door:

• Do you hire professional speakers? • Have you ever considered!? • If that were a problem I could solve for you, would that be something you’d want

to talk about? • Others:

Recommended Resource Written for her target market, the banking industry, NSA member Roxanne Emmerich co-authored a book that contains valuable direction on selling to resolve pain.


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Example: With this Speakers Academy program, you can

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• Do you hire professional speakers? • Have you ever considered• If that were a problem I could solve for you, would that be something you’d want

to talk about?

Example: With this Speakers Academy program, you canlearning curve of building your speaking business, which means you’ll be profitable faster.


o you hire professional speakers? ?!Have you ever considered

If that were a problem I could solve for you, would that be something you’d want to talk about?

Example: With this Speakers Academy program, you canbuilding your speaking business, which means you’ll

If that were a problem I could solve for you, would that be something you’d want

shorten the building your speaking business, which means you’ll

If that were a problem I could solve for you, would that be something you’d want

to talk about?• Others:

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to talk about?

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What Do You Say So That They Buy?Okay, so you found the people to whom you wish to sell and market. That’s great!Now, do you just go up to those folks and say, “Hey, wanna buy a speech?” Well,probably not; at least, not in the beginning. What you say to sell your products andservices begins with a clear definition of what you do. Even an elevator speech canopen the door to a sales appointment. In fact, THAT is the original purpose of anelevator speech.

As you’ve likely discussed in previous modules, the essential question is: What do you do?

Fee Structure Questions to Consider • What does your research say is the price range of others who speak on similar topics?

• What does your target client typically pay for similar services?

• What are you comfortable saying your service is worth?

• Does your material solve a costly problem? (It might be worth more than you realize.)

• How well known are you?

• Do you negotiate or reduce your fee?

• Do customers who buy many of your services or products get a bulk discount?

General Fee Feedback Truths It is usually acceptable to increase your fee as you gain credibility, celebrity and

experience

If clients consistently say “OK” to your fee without discussion, it’s probably too low

Only by starting with a fee structure will you know if it works or not. Test it. Test it. Test it.

What Do You Charge? Before you write that sales script, detailing the pain points you resolve and forwhom, there is one critical piece that it is important to understand: How much doyou charge for what you sell? Pricing your services is as much or more about whatyou are comfortable with saying as it is about what your market will bear. Thisbalance can be a bit of an art form.

To abide by the Federal anti-trust laws, the National Speakers Association does notdictate fees, nor set a bar of rates you must charge above or below. This is also whyyou will hear NSA members talk in terms of “potatoes” or “chips” rather than dollars,and why the discussion of fees is a sensitive one. There is no standard practice infees and they vary widely; ultimately, it comes down to what your customers arewilling to pay and what type of value you believe you provide. That said, thefollowing questions will help you to determine your fee structure for your productsand services.





WHY would you speak for free?

•

•

•

WHERE would you speak for free?

• The “animal circuit” (Moose Clubs, Elks Lodges, Lions Clubs, etc.)

• Associations of the industries you want to reach

• Civic groups (Rotary Clubs, Kiwanis Clubs, American Cancer Society, etc.)

•

•

HOW else could you speak for free, but not be on a stage?

• Consider writing for magazines, journals and newspapers in your target industry

• Do you blog frequently and regularly?

• What opportunities are there to get free publicity?

HOW else could can you get in front of your target market and begin building relationships with them?

Getting BookedYou have a message, you have a market, and you likely have a fee in mind. Great job! Now,it's time to go sell, sell, sell! Well, there's a bit more to it than that. In fact, much as you oftensee an ad multiple times before you buy something, look up reviews on a restaurant beforegoing there, or ask your friends for referrals for a service you’re going to use, it may pay forothers to see you in action to get the ball rolling. Usually, that is referred to as speaking forfree, and it is one of the ways to begin to market your stuff and start to get booked.

Clarifying and overcoming objections often means negotiating. Here are a few negotiation techniques that may help. What other resources can you reach for to learn more?

" Everything is negotiable " Never make the first offer — don’t initiate by offering to reduce your fee " Don't flinch when the other party makes a less-than-full-price offer " Money is not the most important factor (mailing lists, booth space, etc.) " Always counter back with more than you expect to get " Always congratulate the other party after the negotiations are over

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Customersays

YES!

What Do You Do When They Say YesWhen you are focused on getting someone to buy — learning how to sell, what you are selling and how much it costs — it is easy to miss the next steps and besurprised when they actually say yes. Put the pieces into place so you don't getcaught by surprise.





Marketing can take many forms and one of them is print. Your printed marketing materials may include:

• One sheet

• Brochure

• Business cards

• Postcards

• Bookmarks

• Folders Do your marketing materials! • Inform potential clients about why they should book you? • Show how you solve a specific problem they have? • Portray you as the best person to help them because of experience and

expertise? • Include a recent professional photo? • Have a catchy title? • Have the option to be sent electronically or by “snail mail”? • Allow you to be easily referred and help you create word of mouth?

If you’re creating an entire media kit, be sure to include videos of you in action (delivered at the level you want to be paid!) and articles you’ve

written or published! or better yet, a copy of your book!

Getting More BuyersThe name of the game when selling anything is to get your materials in front ofthose who will buy. (Just being in a room of people doesn’t mean you are in a roomof buyers.) This is something to consider when building your marketing strategy.Just because you send a packet to someone or build a website does not meanbuyers will show up. The question to ask yourself is how you can attract theattention of potential buyers. The answer is usually called effective marketing.

Key Essentials for your Website

1. Clearly focused on what problems you solve for a specific client 2. Easily provides valuable resources for your clients 3. Shows video clips of you solving problems for clients 4. Shows testimonials 5. Provides a way for clients or potential clients to stay connected to you

Marketing on the WebThere are a number of resources to utilize when building a website, or you can evenmake it yourself. In many ways, particularly if you work from home, it's an onlineversion of a brick-and-mortar office that clients would see and browse through.

What do you want them to see?

Who will be seeing your site?

Who will build your site? (Hire a developer, do it yourself with WordPress, etc.)

Who will host your site?

How can you drive more buyers to it? (SEO, free offers, valuable articles or content,assessments)

Often it pays to do a bit of research. What are some of your favorite sites, and what specifically do you like about them?





What is one best practice you have learned from your Academy colleagues on Social Media? What might be one thing you need to STOP doing on social media? Do you have social media connections on your website? On your blog?

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Marketing Through Social MediaSocial media changes fast. Whether you’re now using Facebook, Twitter, LinkedIn,Google +, Pinterest, or whatchamacallit, the key is to stay on top of the trend andutilize the platforms that attract your target market or through which you can reachthose potential buyers. There are as many experts on social media as there are NSAmembers, and just as many opinions on the “right” way to be involved. What arethose who are getting results doing? Are those the same kind of results you want toachieve? Can you do it on your own, or do you need help in this area? Social mediais not likely a fad. It also isn’t where you just say your opinion or message, butwhere you listen to the messages of others, share yours, and connect.

Sell, Market, Build and Grow…or No?So you’re marketing and you’re selling. You’ve got a topic to sell, a product toprovide and a service to share for which you get paid…but what’s it all for? Are youbuilding a business or did you really get into this as a hobby? The speakingbusiness is one that is often treated as a hobby — but to do it in the way that manywould consider successful, it usually takes putting forth more than a part-time effort.Ultimately, it's an individual decision about whether or not you want to create, buildand grow a business, and what your end goal is. Answers to the following questionswill help you make some of those decisions. Consider going over these with youraccountability partner or mentor.

What are three ways in which I will grow my business?

What stands in my way (obstacles)?

How can I overcome those obstacles…and are they really that BIG?

What type of business am I trying to grow? (One to sell, just to pay the bills, an empire?)

Date I will take my next steps:

_______________________________________

The person who will hold me accountable:

_______________________________________





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ort back on your results

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One Step at a TimeYou'll often hear the adage that most overnight successes in the speaking business took 20 yearsto create…but it doesn’t have to stretch out that long. It does, however, mean taking action. Hereare some action items you can take now or in the short-term future, while building a foundationfrom which to grow.

Make a list of ten places where you could speak immediately

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

Contact those places

Report back on your resultsMuch as a strongbuilding foundationis laid one brick at atime, your businesscan be built oneaction at a time.

Sales and Marketing Homework

Congratulations on the completion of the SALES AND MARKETING MODULE. Your journey to selling and marketing may have begun today or some time ago. As a next step, use these homework assignments to continue the momentum.

My homework from this session is:

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Sales and Marketing

Sales and Marketing Homework

Congratulations on the completion of the journey to selling and marketing may have begun today or some time ago. As a next

rowmeohMy

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Sales and Marketing Congratulations on the completion of the SALES journey to selling and marketing may have begun today or some time ago. As a next

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Sales and Marketing HomeworkSALES AND MARKETING MODULE

journey to selling and marketing may have begun today or some time ago. As a next

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MARKETING MODULE. Your journey to selling and marketing may have begun today or some time ago. As a next

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Documents

NSA Speakers Academycontent.nsaspeaker.org/Chapters/Academy/04SalesAndMarketing.pdf · Example: With this Speakers Academy program, you can shorten the ... written or published! or