Selling, for speakers requires more than merely delivering good information.

selling for speakersAs a speaker, we would all like to have the charismatic clarity of Former President, Barack Obama. He had to sell the country on being the best candidate in order to win the election. His messages were more than feel good presentations, promoting his platform or the issues. Former President Obama’s speeches from the time he stepped onto the public stage were also masterfully written and delivered to showcase his principles and passions. Clearly, he was successful “selling” the American people since he was elected to the presidency twice, serving two terms.

I teach selling for speakers as part of a number of my service offerings. It’s because I understand how to mix the right ingredients to ensure audiences are inspired to take action and buy.

First, here is list of the multiple platforms available for speakers:

  • Live keynote presentations from the stage in front of small and large groups
  • Virtual keynote speeches in front of hundreds and thousands of listeners and watchers
  • Interactive webinars and teleseminars, designed to engage and attract
  • Syndicated online interviews (podcasts, web radio, web TV)
  • Media appearances (traditional television and radio)

Next, confirm that your audience is filled with your ideal clients and that you understand WHAT your audience wants from your presentation.

selling for coaches, marty neumeier, zag

Then, it’s important to understand that selling for speakers requires finesse. In his book, Zag: The #1 Strategy for High Performance Brands, Marty Neiumeier says, “Customers today don’t like to be sold – they like to buy, and they tend to buy in tribes.” 

Neiumeier challenges you to build tribes and movements as part of brand, marketing and sales strategies. The quote reminds you that building a tribe through your speaking is natural and powerful when you have the right ingredients. Here are just a few selling ingredients…

  • Storytelling
  • Questions
  • Metaphors
  • Client Success Stories
  • Personal tales and adventures
  • Pain points
  • Passion pointsselling for speakers, andy henriquez, show up for your life

In his book, Show Up For Your Life: 7 Principles for Living an Extraordinary Life, author Andy Henriquez points to storytelling as a powerful tool used in selling for speakers. I had the pleasure of hearing Henriquez speak, virtually. He was thought-provoking and insightful.

Let’s face it, stories transport audiences to a different time in their lives and stir their emotions. Audiences love how stories challenge their thoughts and feelings and perspectives! More importantly, they see themselves in a new light and sometimes it’s a totally different experience. The point is, stories change all of us, forever.

TIP: If you focus on mastering your storytelling, not only will you be an amazing speaker, but you will transform all of your audiences, as well.

Selling for speakers has a high-level recipe that includes:

  1. Seeds: Plant the seeds of possibility when you’re selling across all platforms by relating your content and exposing the problem of your ideal clients.
  2. Pain points: “An undisturbed client will not buy,” is one of the first things I learned in my Neuro-Linguistic Programming (NLP) training. It means that if a potential client doesn’t fully agree they have a problem, they surely won’t believe you have a solution to offer. The pain you surface in the client is an awareness about their problem. If you don’t inspire that awareness, you’re doing your client a disservice. NOTE: This is NOT fear-based selling; rather, it’s about awareness for your potential clients.
  3. Promises/Pleasure points: Selling is your opportunity to enroll your potential client in the possibilities your solution offers. You want to give them an experience of the pleasure change will bring around their problem.
  4. Experiential: Connection is very important to us as humans. That’s why you must be sure your presentation relates to the experiences of your audience. For example, you wouldn’t use technical jargon if you were speaking to a group of non-techie people, right?
  5. Sensory Language: Our emotions run us and selling for speakers is no different. Create a sensory experience by incorporating information that taps into the five senses. In fact,  have to catch myself sometimes because I love talking about food related experiences. #Foodie

More about selling for speakers

selling for speakers, wsa member badgeWomen Speakers Association (WSA) is a professional organization for speakers that serves their membership of more than 11,000 women speakers. The organization offers a number of ways to engage and support speaking professionals, including resources, information and opportunities.

WSA featured me as a guest on a webinar last year and I talked about selling across multiple platforms.

Here’s a link to the video

One day, I’ll be like former president Barack Obama and speak on all platforms with charismatic clarity.

A girl can dream, can’t she? #SpeakerGoals

What “ingredient” helps sell your audiences? Share your response in the comments below.

WendyY Bailey is often called a Force of Nature and a trendsetter in the coaching industry and for good reason. With more than 20 years of experience, she brings fearless innovation and bold strategy to entrepreneurial leaders, coaches, speakers, trainers, and consultants across the globe serving clients across the U.S., Canada, the UK, Spain, and Italy. Affectionately known as “WendyY” by clients, business associates, and colleagues, she’s also lovingly called “Auntie” or “Mama Coach” for her signature blend of Southern charm, fierce wisdom, and deep coaching insight. That special mix helps her clients double, triple, even quintuple their bottomline profits. WendyY is an internationally recognized thought leader, award-winning coach, two-time bestselling author, and sought-after business mentor.