Brave New World — 3

 

by Burt Dubin on June 9, 2014

 

Brave New World–—Part 3

How to make yourself a master marketer of the

outcomes you deliver as an expert who speaks

Hold on to your hat. A new, disturbing, fierce wind is blowing. “We’re not in Kansas any more, Toto.” “It’s a new world, Goldie.” The playing field is altered. The rules are changed. The game is different. 180 degrees different. Tempestuous weather is the new norm. Live with it—or leave the game.

“Whether our weather be cold

or whether our weather be hot,

you’ll just have to weather our weather——

because it’s all the weather we’ve got.”

(Attributed to Lillian Russell)

This is the new 2014 model for speaking business success. New realities and new speaking business models are in place.

In my Brave New WorldPart 1, the new realities we must live with were introduced. What decision makers want from you, How to prepare yourself, Actions to take——were all revealed.

Then, In my Brave New WorldPart 2, are nuggets from Nido Qubein, recommendations from Ron Karr, & ideas from the brilliant Jim Harris.

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Burt, you taught me a lot and I am thankful. At the recent Wedding and Portrait Photographers International Convention, I was recognized by Eastman Kodak. I now speak on behalf of Kodak at State, Regional and National Conventions. I gave 2 programs at this convention. Got rave reviews. And I sold over $20,500 in back of the room sales. Even I was blown away. In addition, I have now developed 2 (Photography) Success Systems based on your model. One for wedding photographers, one for portrait photographers. Thank you. I guess my investment in your program was worth it!

Douglas Allen Box, Master Photographer (Now Speaker) 409-272-0900

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Now we move on. Here are more business models that breed more success today:


Barb Distills Brilliance:

Barbara Sanfilippo shows you how to turn one program into long-term income. Listen up, this is an experience of mastership in action.

1. Target groups of CEOs, senior managers, decision makers. Refer, in the body of your program, to other services you’ve delivered. Collect business cards. Get a copy of the registration list.

2. You’re booked to present a program. Ask why they want that topic. They tell you. Then ask, “Do you want an event or do you want results?”

3. Offer this option. You do the program. Then you present a workshop or host a Retreat. You show top people what high performance organizations like theirs do. (Be sure you do the research and have the expertise to make this work.)

4. Then get them to prioritize the action steps they think they need to take to create the outcomes they desire.

5. After that you offer a Senior Executive Debrief. You share your findings.

You say something like this: “If you like, we’ll review some recommendations my company can help you implement or you can do this all on your own . . .”

6. So, for little more than the fee you ask for the speech, you set the client up to desire a long term intervention. Barb has turned some of these into 6 figure 2 year contracts.

’7. Just think, these extra sessions amount to a paid sales call in which you show your stuff to the top people with the maximum motivation to harvest the outcomes you deliver and biggest budgets to pay you.

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Burt: My word! What an assembly of information. You really put some serious time into this. “Burt Dubin’s Speaking Success System is a library full of ideas and specific techniques for the serious student of the speaking business, Burt’s guidance can be very valuable. I admire Burt’s spirit and his knowledge of this business.”

Jim Cathcart, CSP, CPAE, NSA Past President, Cavett Award Winner

<info@cathcart.com>

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Pancero Points the Way:

Jim Pancero is one of the most astute experts who speak. Here are highlights of his speaking business wisdom.

1. Ask yourself what channels you have to magnetize business to you.

(The 2 basic channels are astute outbound marketing and dazzling inbound marketing. The latter means building your name and reputation by writing and getting articles and books published.)

2. Ask yourself how salable you are. (This includes how captivating your content is, how much you enliven your programs with stories and original humor, how much unadvertised extra value you include, (Putting the cherry on the top), how nice you are to work with, (It’s so nice to be nice).

3. Have a clear answer to this question all decision makers ask: “Why, based on all the competitive alternatives, do I want to book you?” (What makes you so valuable? What differentiates you from every other option?)

4. Get yourself a digital camera. Take pictures on site during your day of Pre-program research. (BD: Then do as some others do. Include some of those pics in your program.)

5. Create and record educational programs, whether audio or video. Six cassettes or CDs. Make it a superior product in both content and packaging.

6. Offer Associations, only Associations, a lower-than-usual fee for your program. On this condition: You have permission to give away a cassette or CD to all present in return for a business card. And, get this: The recording you give away to everyone is the first of a series of 6. This adds value at no extra cost to the decision-maker. (Jim calls this the drug dealer’s distribution method. He follows up each business card with a phone call. The phone call leads to the offer of the other 5 cassettes or CDs that complete this extra education program. Clever, clever, clever!)

7. For corporations with internal voice mail, offer to record a 2 minute reinforcing or inspirational message, one a month for the next 6 months, to place on everyone’s voice mail.

That’s it for this edition. More soon.

Burt Dubin works with people who want to  be speakers and  speakers who want to be masters.

 

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Brave New World—2

 

by Burt Dubin on May 20, 2014

 

Brave New World–—2

Why being an expert who speaks is not enough now

and how you can advance to the next level:


In this series, I am simply an anthologist. You see the names and the words of the successful NSA members whose work I research for you.

Do not be impressed. This research is easy. Anybody could do it. I listen as they speak at NSA and take notes. Or I listen to the recordings of their words. Then I organize the best of the best for you. Save your thanks for the champions who freely share their hard-won wisdom with those who sit at their feet, note pads in hand. (I’m the one in the third row, pencil ready.)


Nuggets from Nido:

1. Focus on making a transformational impact rather then on offering transactional ideas. In Nido’s words, this means “show people what to be and why, rather than what to do and how.” Therefore, Nido continues, “ask your clients what they want their people to be so they can naturally do what you want them to do.”

2. Make yourself uniquely better than all other available options. Thus, when your prospects evaluate you vs. available options, the outcomes you offer can cause your unique and unequaled competence to stand out as the best value choice for the client. “Value,” says Nido, “is always interpreted from the perspective of the client.”

3. Seek balance in your life. “Be significant rather than (merely) successful.”

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“This is the most comprehensive (speaking) success system I’ve ever seen…I wish it had been available 20 years ago! Anyone who is not netting $250,000 a year, owes it to their career to invest in Burt’s wisdom.”

Warren Evans, CSP, 905-877-0624, Founding Chairman,

International Federation For Professional Speakers,

Past president, Canadian Association of Professional Speakers

Georgetown, Ontario, Canada

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Recommendations from Ron:

Ron Karr recommends that you be an interventionist, rather that a speaker. He asks prospects, “Do you want me to just come in and present, or do you want long-term results?” When they want the latter, he then moves to create a longer term arrangement, well beyond speaking. This might include coaching their mangers to implement his concepts.

Detach yourself from your outside life. Be 100% client-focused, says Ron. Use a consultative marketing model. Find what is missing for the client.

Position yourself as a resource, an outcome creator who can deliver what is missing.

Ron says “ask better questions:”

1. “What is your biggest fear when this meeting is over?”

This may lead to bulk sale of your implementation products.

It may get the client to bring you back to educate.

2. When you are asked, “How are my people to use your concepts?”

this opens the door to the bulk sale of your recorded learning systems.

Better yet, to your being invited back to deliver continuing services.

Other Ron-recommended questions:

1. What are your organizational goals?

2. What is your competitive advantage?

3. What are your biggest challenges?

4. What is at risk if these challenges are not properly addressed?

5. What is holding you back?

6. If my program is a success, what will that success look like?

7. What do you want people to do as a result of my program?

8. What organizational changes do you want as a result of my program?

9. What are you to do after this meeting to get your whole team laser-focused on achieving your objectives?

These questions may cause the client to consider longer-term arrangements with you. (And this is exactly what you want.)

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“This information saves many hours, much lost business, and a lot of knocks in the school of hard knocks for beginning speakers. It’s an essential in the tool kit for all serious speakers.”

Roxanne Emmerich, CSP, CMC

<http://www.EmmerichGroup>

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Jems from Jim:

(OK, so jems is spelled wrong, I’m not perfect . . .)

Jim Harris shares six special insights every one of us can use. Be prepared to think as you read this PhD’s words. He is profound. His strategies are profound.

1. Deliver substance and more substance.

2. Focus on the value, the intrinsic worth, of what you deliver.

2.1 How does this client define value?

2.2 What do I now offer that fits this definition?

2.3 Is my time worth the effort to deliver this value?

3. Now think substance and value together.

3.1 Who gets it and knows they need it?

3.2 Who needs education on the substance and value you deliver?

3.3 Who has the money to pay for it?

4. Think leverage.

Leverage your relationships.

Introduce people who can help each other.

(Give this one rime to sink in to your skull. Long term, who benefits?)

5. Offer multiplicity. Multiple services. Multiple options.

Multiple locations. Multiple payments for your services.

6. Market systems. Clients love systems.

(This is a personal favorite of mine.)

7. Be an educator, a problem-solver, a strategic thinker

and a value-added partner.

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Regarding your fee:

There are many budgets from which they can assemble your fee:

1. The training budget

2. The marketing budget

3. The education materials budget

4. The incentives budget,

5. The budget for speakers.

They can always find the money when they feel convinced of the outcomes you can deliver.

When they say your fee is too high, ask them what they want you to leave out. (They usually do not want you to take anything out.)

There’s a lot more awaiting you. This series is to continue. Tell your friends what they’re missing. Invite your friends to tell their friends.

Burt Dubin works with people who want to  be speakers and  speakers who want to be masters.

 

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