Book More Business: Make Money Speaking by Lois Creamer

Question 1

The speaking business is 97 percent selling and three percent speaking on the platform. This is why I suggest you think of yourself not as a speaker, but as purveyor of intellectual property.

Answer 1

Book More Business: Make Money Speaking by @LoisCreamer

Question 2

Repurposing intellectual property into several different vehicles is the key to success. Speaking, writing, recording, training, webinars—these

Answer 2

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Question 3

Don’t say you’re a motivational speaker. If you want to use the word say, “I’m a high-content speaker who is motivational/inspirational in style and tone.”

Answer 3

Book More Business: Make Money Speaking by @LoisCreamer

Question 4

Don’t use the phrase “free speech.” Instead, use the term “waive my fee,”

Answer 4

Book More Business: Make Money Speaking by @LoisCreamer

Question 5

Once you have a positioning statement, everything else—all content—must be congruent with that statement.

Answer 5

Book More Business: Make Money Speaking by @LoisCreamer

Question 6

Being a generalist used to be a great thing. In fact, many newer speakers still think it’s a great thing. I hate to report the bad news, but that idea is so last century. The market is now seeking out experts. Speakers and consultants who go deep into one particular area instead of many are the ones in demand.

Answer 6

Book More Business: Make Money Speaking by @LoisCreamer

Question 7

Companies seeking speakers who are generalists now typically hire training companies to come in and present, and they typically handle it through their HR departments. They are also used to paying lower fees for this type of training. I strongly suggest that you never go through HR seeking a decision-maker.

Answer 7

Book More Business: Make Money Speaking by @LoisCreamer

Question 8

If you are a professional speaker and have expertise in one area, you go to executive-level people to get hired, never human resources!

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Book More Business: Make Money Speaking by @LoisCreamer

Question 9

Never call yourself a trainer. Sadly, trainers are underpaid in the marketplace.

Answer 9

Book More Business: Make Money Speaking by @LoisCreamer

Question 10

A public speaker is someone who speaks occasionally and typically does not receive a fee—perhaps an honorarium, but not a fee. (I don’t consider

Answer 10

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Question 11

A professional speaker is someone who speaks for a fee and does so as part of the way they make a living. The key here is that professional speaking is a fee-based activity where fees are received on a consistent basis.

Answer 11

Book More Business: Make Money Speaking by @LoisCreamer

Question 12

If you want to be highly successful in the speaking industry, you need to know what industries and markets are a good fit for your information. Who values and needs your information—and has historically paid for similar information?

Answer 12

Book More Business: Make Money Speaking by @LoisCreamer

Question 13

Marketing to state-level associations may be a little easier because most have meetings every month, although many take off summer and holiday months.

Answer 13

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Question 14

When approaching state-level associations, ask for the executive director. Is he or she the decision-maker? Sometimes. If not, he or she will know who you should talk to.

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Book More Business: Make Money Speaking by @LoisCreamer

Question 15

State-level associations pay less than national-level groups. Many speakers who wouldn’t fit at the local level need to move directly to the national level.

Answer 15

Book More Business: Make Money Speaking by @LoisCreamer

Question 16

When seeking out opportunities on the national level, you will rarely get a chance to speak to a decision-maker. When contacting them, ask for the meeting planner. Note: The meeting planner will not be the decision-maker, but he or she will be a person of influence.

Answer 16

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Question 17

The meeting planner is the person who will ensure that your materials get on the table—in other words, considered for the meeting. Typically, on the national level, the decision is made by a volunteer committee of association members, members who you will never be able to contact.

Answer 17

Book More Business: Make Money Speaking by @LoisCreamer

Question 18

Anytime you see two companies merging (and it’s happening more and more), that could be a great opportunity for you.

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Book More Business: Make Money Speaking by @LoisCreamer

Question 19

Offer a package of services: Do a speech on your subject. Combine it with a consulting package where you work with specific groups within the organization to make sure things go smoothly.

Answer 19

Book More Business: Make Money Speaking by @LoisCreamer

Question 20

Look for the “letter from the CEO”

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Book More Business: Make Money Speaking by @LoisCreamer

Question 21

These letters outline every challenge, key concern, and pitfall the company is facing in the coming year. It also lists the things they celebrate. We are concerned about all of these!

Answer 21

Book More Business: Make Money Speaking by @LoisCreamer

Question 22

Marketing to your local convention and visitors bureau or commission.

Answer 22

Book More Business: Make Money Speaking by @LoisCreamer

Question 23

The convention calendar. It is a beautiful thing! It lists all companies, associations, and organizations coming into that city to meet, when they will be meeting, how many will be attending, where the meeting will take place, and even who the contact person is. (Don’t get excited by the contact name. It’s never the person to call.)

Answer 23

Book More Business: Make Money Speaking by @LoisCreamer

Question 24

Look at meetings that have at least, say, 75 people attending.

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Book More Business: Make Money Speaking by @LoisCreamer

Question 25

“I see you’re coming to my hometown for a meeting. I’m a professional speaker who [insert positioning statement I helped you create here]. I live here, and you’ll love meeting here! If my program would be a fit, realize there would be no associated travel expenses. If there is bad weather, it won’t affect me being there on time. If I’m not a fit, keep my information handy in case you have a cancellation. If I’m not booked, I can be there fast!”

Answer 25

Book More Business: Make Money Speaking by @LoisCreamer

Question 26

How can I get a bureau to book me? My short answer is …. you probably can’t do it on your own. Use your energy toward getting your own bookings. Bureaus are interested in working with “working” speakers—speakers

Answer 26

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Question 27

Some bureaus host “speaker showcases” where they invite speakers to do 15 to 20 minutes of their best stuff in front of bureau clients and representatives. Some charge for this; some do not.

Answer 27

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Question 28

“bureau-friendly” marketing materials for them. This simply means that your contact information should not appear on the materials. The bureau wants the client to contact them, not you. You will need to make your documents bureau-friendly.

Answer 28

Book More Business: Make Money Speaking by @LoisCreamer

Question 29

The whole “bureau-friendly” thing is a dated concept, and I’ve encouraged bureaus to drop it.

Answer 29

Book More Business: Make Money Speaking by @LoisCreamer

Question 30

Bureaus ask for a percentage of your speaking fee as payment for getting you the engagement; the current average is 30 percent.

Answer 30

Book More Business: Make Money Speaking by @LoisCreamer

Question 31

Besides paying the bureau a percentage, you are expected to promote the bureau during your visit and to encourage the client to return to the bureau for future meetings.

Answer 31

Book More Business: Make Money Speaking by @LoisCreamer

Question 32

This is considered spin-off business. If not for the bureau, you would not have gotten the opportunity. You are expected to contact the bureau and let them handle the paperwork, client contact, and other details.

Answer 32

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Question 33

I suggest to my clients that they never agree to an exclusive arrangement.

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Book More Business: Make Money Speaking by @LoisCreamer

Question 34

Speakers who pay commission-only will not have a very long relationship with their employee.

Answer 34

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Question 35

What is pay-for-play? That’s what I call the solicitations from companies wanting you to pay a monthly fee in return for leads. My best advice? Forget it.

Answer 35

Book More Business: Make Money Speaking by @LoisCreamer

Question 36

Next time you get a solicitation like this, ask them to take their fee out of the first booking they procure for you. You’ll hear a lot of silence.

Answer 36

Book More Business: Make Money Speaking by @LoisCreamer

Question 37

I’m not a fan of paying for the things I have listed above. This was all the rage in the 1990s. When speakers started putting up websites, many bureaus lost money. They lost money because their clients could easily find a speaker on the internet. To make up for lost revenue, bureaus started charging for extra services. “Advertising,” they said. I’m not a fan.

Answer 37

Book More Business: Make Money Speaking by @LoisCreamer

Question 38

There are very few agents working with speakers, and they are working with the high-fee speakers.

Answer 38

Book More Business: Make Money Speaking by @LoisCreamer

Question 39

The best way to get in with a bureau is to take part in a “showcase” if they offer them, or have a friend who works with them introduce you.

Answer 39

Book More Business: Make Money Speaking by @LoisCreamer

Question 40

To work with a bureau, you have to have great positioning, topnotch marketing materials, a website, and track record of success with many testimonials and typically a fee of at least $5,000. For finding you a gig, the bureau takes approximately 30 percent.

Answer 40

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Question 41

Regardless of whether you are going to have someone making calls on your behalf, you still must be the BEST at selling yourself! You should always be selling yourself along with any employee you hire.

Answer 41

Book More Business: Make Money Speaking by @LoisCreamer

Question 42

My “Ten Questions to Book More Business” do just that: Does your organization use paid professional speakers? Some organizations use speakers, but not all pay. How is the decision made regarding speakers? You want to know if this person is the sole decision-maker. Who have you used in the past? This may give you an idea of what topics they have historically used and how much they have paid for this information. Do you have a specific meeting date set? You need to determine if you are available for that date. When do you begin to plan your meeting? It is important to know when plans are made so you can make sure you are talking to them at the optimum time for securing the booking. Where will the meeting be held? You ask this question to determine if you can offer some competitive advantage. For example, I live in St. Louis. If the meeting is going to be in Chicago, my expenses would be very reasonable. If they are deciding between me and a speaker in Los Angeles, I may get the job based on travel costs. Is there as theme or focus to this meeting? You want to know if this is a good fit. Is there a budget I should be aware of? Here is the money question. You need to discuss this with the prospect. Remember to talk about your fee as if your services are a commodity. What type of meeting is this? Is it quarterly, annual, semiannual? You want to find out how many opportunities a year this prospect may have to hire you. Is there anything that I haven’t asked you that you would like me to know about your meeting? This is really a closure question. They will bring up any other questions they may have.

Answer 42

Book More Business: Make Money Speaking by @LoisCreamer

Question 43

The key to getting engagements on the calendar will be your ability to connect with those who actually book speakers.

Answer 43

Book More Business: Make Money Speaking by @LoisCreamer

Question 44

Key to being successful when selling is knowing who you are, what you do, how you do it, and for whom you are a good fit.

Answer 44

Book More Business: Make Money Speaking by @LoisCreamer

Question 45

When approaching corporate markets, ask for the vice president of sales. Eighty percent of the time, he or she is the decision-maker, so start there. Another likely suspect may be the vice president of marketing. Never, never go to HR! HR is the department that hires less expensive training programs from training companies.

Answer 45

Book More Business: Make Money Speaking by @LoisCreamer

Question 46

When calling, one of three things will happen. One: you’ll get the VP on the phone. Two: you’ll get the assistant. Three: you’ll get voicemail.

Answer 46

Book More Business: Make Money Speaking by @LoisCreamer

Question 47

If you get the VP, great! Give your positioning statement, then say, “I’m calling to see if one of my programs may be a good fit for an upcoming meeting.” If yes, continue. To qualify a prospect, use my “Ten Questions to Book More Business”

Answer 47

Book More Business: Make Money Speaking by @LoisCreamer

Question 48

If he says they never use professional speakers, thank him for his time and end the call quickly. The likelihood of your being the first speaker they ever pay for is low. Don’t waste your time.

Answer 48

Book More Business: Make Money Speaking by @LoisCreamer

Question 49

If you get the VP’s assistant, treat him or her exactly like you would treat the VP! Remember, these people are very powerful and can many times make decisions.

Answer 49

Book More Business: Make Money Speaking by @LoisCreamer

Question 50

If you get voicemail, leave a detailed message.

Answer 50

Book More Business: Make Money Speaking by @LoisCreamer

Question 51

“I have something I’d like to send that will illustrate what my speech can do, but only want to send it if it is welcome. Please call me back and let me know if I can do this.” This little tweak, asking if you can send something, has increased the odds of getting a call returned for my clients.

Answer 51

Book More Business: Make Money Speaking by @LoisCreamer

Question 52

The person you ask for is the meeting planner and serves as the information gatherer. The decision is often made by a volunteer committee made up of association members. The planner will file your materials and submit them to the committee when they meet.

Answer 52

Book More Business: Make Money Speaking by @LoisCreamer

Question 53

State-level associations have nine to 10 meetings a year and meet in state capitals or major cities. If your fee is $5,000 or under, you could be a great fit here. Call and ask for the executive director and sell as you would to a private business.

Answer 53

Book More Business: Make Money Speaking by @LoisCreamer

Question 54

Many join Meeting Planners International (MPI) and get their list of members and contact them. They wait for something to happen, and nothing does. Why? Simply because it’s a rarity that a planner actually decides on speakers. They usually have to make decisions about venue, rooms, setup, logistics, and many other details.

Answer 54

Book More Business: Make Money Speaking by @LoisCreamer

Question 55

Voicemail message: “Sorry I missed you. This is Lois Creamer. I work with professional speakers who want to book more business, make more money, and avoid costly mistakes. I’m calling to see if my services may be a fit. (As a speaker, you would say you’re calling to see if one of your programs may be a fit for an upcoming meeting.) I’d love to send you something, but want to make sure it would be welcome. Could you please let me know if I can do that? If I don’t hear from you, I’ll try you again. Again, my name is Lois Creamer, and I can be reached at …”

Answer 55

Book More Business: Make Money Speaking by @LoisCreamer

Question 56

One of the challenges of seeking speaking engagements is how to keep your name in front of decision-makers even when they are not making decisions.

Answer 56

Book More Business: Make Money Speaking by @LoisCreamer

Question 57

Sending an article or post you have written that will be meaningful to the prospect

Answer 57

Book More Business: Make Money Speaking by @LoisCreamer

Question 58

One of my favorite ways to keep in touch is by sending PDFs of testimonial letters.

Answer 58

Book More Business: Make Money Speaking by @LoisCreamer

Question 59

Scott Gross is a thought leader and a terrific speaker. He wrote the powerful book on customer service, Positively Outrageous Service.

Answer 59

Book More Business: Make Money Speaking by @LoisCreamer

Question 60

In the early ’90s, speakers knew what their calendars looked like a year in advance. Yes, a year in advance! Now, meeting planning may take place a week in advance. Speakers have to be flexible.

Answer 60

Book More Business: Make Money Speaking by @LoisCreamer

Question 61

Money is a qualifier to me. If your prospect doesn’t bring it up, you need to. Don’t ignore this part of the conversation, wasting time and energy only to find out you are way out of their budget.

Answer 61

Book More Business: Make Money Speaking by @LoisCreamer

Question 62

When talking about your fee, say it confidently, joyfully, and expectantly: “My fee is $10,000 plus travel expenses. Is that a fit?” Then shut up! Wait to hear a yes, a no, or a maybe.

Answer 62

Book More Business: Make Money Speaking by @LoisCreamer

Question 63

“If I could do that, what else of value might you be able to offer?” Then, listen to what the prospect has to say.

Answer 63

Book More Business: Make Money Speaking by @LoisCreamer

Question 64

I suggest a two-tier fee schedule. I think it gives you a little room to negotiate if you have to. (Bureaus are fond of two-tier schedules.) An example would be: One hour to half-day (three hours): $5,000 Half-day to full day (six hours): $6,500

Answer 64

Book More Business: Make Money Speaking by @LoisCreamer

Question 65

I suggest you call everything you offer by one term: program. You offer programs that can run anywhere from 30 minutes to a full day (or whatever your longest program may be).

Answer 65

Book More Business: Make Money Speaking by @LoisCreamer

Question 66

Irving Berlin. The quote was “Life is ten percent what you make it, and 90 percent how you take it.”

Answer 66

Book More Business: Make Money Speaking by @LoisCreamer

Question 67

When you quote someone else, you give away your expertise. However, when you follow another’s quote with your own quote, your own thought, you bring the perception of expertise back to yourself.

Answer 67

Book More Business: Make Money Speaking by @LoisCreamer

Question 68

“What makes you a subject matter expert on your topic of choice?”

Answer 68

Book More Business: Make Money Speaking by @LoisCreamer

Question 69

A formula for creating and organizing a speech. Here it is: P = Point S = Story A = Application

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Book More Business: Make Money Speaking by @LoisCreamer

Question 70

Years ago, many speakers did little but give speeches and write. No more. Your first revenue stream is, of course, your speaking fee. It’s the one where you make the most profit. But it shouldn’t be your only revenue stream.

Answer 70

Book More Business: Make Money Speaking by @LoisCreamer

Question 71

I suggest you offer a simple agreement that includes the following detail. Client to provide you with a master copy of the film within seven days. Film may not be sold in any manner or for any reason. (If anyone is going to sell the presentation, it’s going to be YOU!) Film may be viewed by employees of group that hired you only, no one else. Film may be used in house for a period of a year (or whatever). Film may be used by you as a marketing piece, product, advertisement, or in any way you wish to use it.

Answer 71

Book More Business: Make Money Speaking by @LoisCreamer

Question 72

Preview videos, they are four- to six-minute videos that contain clips of you on the platform.

Answer 72

Book More Business: Make Money Speaking by @LoisCreamer

Question 73

One thing added to the beginning. It needed a positioning statement, something that defined by concept and outcome of what he did for his clients. The upshot of this story is that he took the master back to the editor and recorded a voiceover of a positioning statement we created.

Answer 73

Book More Business: Make Money Speaking by @LoisCreamer

Question 74

Make sure your video shows you delivering content within 10 seconds.

Answer 74

Book More Business: Make Money Speaking by @LoisCreamer

Question 75

At the end of the video, sum it up with an action statement, something like: “If you like what you see, I would love to work with you!”

Answer 75

Book More Business: Make Money Speaking by @LoisCreamer

Question 76

If you have a good database, you can turn it into retirement income in a couple of ways. First, you can sell it outright. If you want to wash your hands of business and not deal with any details, this is a good choice. Another choice may be to rent your database.

Answer 76

Book More Business: Make Money Speaking by @LoisCreamer

Question 77

I recommend that you live with your material and your expertise for a while before writing a book. What you should seek to do right away is start writing a blog. That is a way to get your intellectual property to the marketplace, small pieces at a time.

Answer 77

Book More Business: Make Money Speaking by @LoisCreamer

Question 78

Traditional publishers expect you to be the number-one salesman for your book. They put a lot of the responsibility in your lap for selling. They may have some marketing suggestions, but mostly you’re on your own.

Answer 78

Book More Business: Make Money Speaking by @LoisCreamer

Question 79

In both my consulting and speaking I say that I will be the easiest speaker or consultant you have ever worked with.

Answer 79

Book More Business: Make Money Speaking by @LoisCreamer

Question 80

Everything you do in the market is a reflection of your brand—your

Answer 80

Book More Business: Make Money Speaking by @LoisCreamer

Question 81

One of the most important things you bring to your business is reputation—that track record of solid accomplishment that compels prospects to want to work with you.

Answer 81

Book More Business: Make Money Speaking by @LoisCreamer

Question 82

Recovery from these kinds of situations has everything to do with how quickly and effectively you deal with damage. You need to face it head on. Walk into and through the fire. You need to do whatever it takes to make a situation right.

Answer 82

Book More Business: Make Money Speaking by @LoisCreamer

Question 83

Relationships are more important than money in the speaking business. If you do everything you can to repair a relationship, the money will follow.

Answer 83

Book More Business: Make Money Speaking by @LoisCreamer

Question 84

Hire staff when it’s costing you money NOT to do so!

Answer 84

Book More Business: Make Money Speaking by @LoisCreamer

Question 85

What to pay? Ah, there’s the million-dollar question. The good news: NOT a million!

Answer 85

Book More Business: Make Money Speaking by @LoisCreamer

Question 86

I don’t want prospects and clients to think any fee decision is made according to a calendar or arbitrary date. Raising your fee is a decision that should be made based on supply and demand.

Answer 86

Book More Business: Make Money Speaking by @LoisCreamer

Question 87

When you decide what your new fee schedule will look like, pass on the news to everyone. I suggest you set it up in the following way. Indicate that your new fee will go in effect in four to six months (your decision) and that any business booked during the next months will be at the fee in effect right now.

Answer 87

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Question 88

When it comes to raising your fees, you always run the risk that there will be some clients you will lose in the transition because they will no longer be able to afford you. Note that you will also attract clients who would never have considered you at a lower fee. No kidding! This is how the market works.

Answer 88

Book More Business: Make Money Speaking by @LoisCreamer

Question 89

Tthe biggest mistake I see is a lack of leveraging. By that I mean looking at every speaking engagement you have and asking yourself how you can use this success to get more opportunities. Ask yourself: Who are the client’s customers? Who are their suppliers? Are they a member of an association or trade group? Who do they know who could use my services (and pay)? Where would a testimonial from this client have impact?

Answer 89

Book More Business: Make Money Speaking by @LoisCreamer

Question 90

Here is the information that should be on the front: A business portrait photograph A positioning statement that describes you by concept and outcome of working with you Speech titles and bullets that explain the takeaways the audience gets, each beginning with an action word Testimonials from people who have heard you and loved you A blurb about yourself and your expertise, although not a long bio Social media addresses Contact information

Answer 90

Book More Business: Make Money Speaking by @LoisCreamer

Question 91

If you do a second side, you may consider including: If you have a book, a picture of the book cover and a few testimonials A list that deals with your topic More testimonials A short blog post A client list QR codes (quick response codes) that link to client list, videos, etc.

Answer 91

Book More Business: Make Money Speaking by @LoisCreamer

Question 92

Where do you post your press releases? I suggest posting them on your website under a section marked “News” or “Press Room.”

Answer 92

Book More Business: Make Money Speaking by @LoisCreamer

Question 93

I wanted to call and say thanks again for bringing me in. It was a privilege to work with such great people! I also wanted to make sure the feedback you heard was as positive as what I heard before I left. If you could put some of that feedback in the form of a testimonial, I would appreciate it! I’ll send you my LinkedIn address so you can write it in that platform. I consider referrals to be the highest compliment. If you can think of anyone who could use my work, let me know. Are you a member of an association or trade group? My message would be a good fit there. Can you help get me considered for a program at that meeting? Do you think it would make sense (my phrase that pays!) to take a “next step” with me to ensure that the information, tactics, and techniques I talked about are actually implemented? If you do, I’d love to discuss what that might look like. My clients tell me they feel this adds an element of accountability.

Answer 93

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Question 94

“Taking the next step,” I mean this: You could do a webinar, a series of webinars,

Answer 94

Book More Business: Make Money Speaking by @LoisCreamer