How to make next year your best year ever

 

by Burt Dubin on December 13, 2009

How to make next year your best year ever

I kid you not: This works. I know because I’ve done it for years.
Stop selling speeches. Stop selling breakout sessions. Stop selling programs. That’s right.
No, I’m not out of my gourd. I simply understand (and shortly you are to understand,) the mindset of the decision maker.
Instead, research the organization from which you yearn to harvest a fat speaking fee.

GETTING HIRED TO SPEAK AT CORPORATE CONVENTIONS:

Let’s say your target is a Corporation. Do some internet research in advance.

HOW TO DO THIS:

1. Start with the website of this organization. There is usually an announcement of the coming meeting with useful information about it.
2. Research the websites of the trade press.
3. Phone the organization. The telephone receptionist knows what is cooking or can connect you with insiders who do know.

DETERMINE THROUGH YOUR RESEARCH:

1. The theme of their forthcoming meeting.
2. The purpose of the meeting.
3. The desired outcomes of the meeting.
4. The challenges this industry is facing.
5. The challenges this group is grappling with.
6. The problems those who are to attend are dealing with.
7. The scuttlebutt, the inside scoop on what’s going on. (See #3 above.)

IDENTIFY THE REAL DECISION MAKER:

Then, identify the real decision maker, the key decision maker. It probably is not the meeting planner.
To do this, ask this question: “Whose meeting is this?” Within corporations this means out of whose budget is the investment in the event.
That person is the one with a reputation on the line for delivering ROI as an outcome of this meeting.

HOW TO GET TO THIS DECISION MAKER:

Tell the gatekeeper you are writing an article or a white paper on (what you know to be the primary concern of your target.) Ask to speak with this person as part of your research. You want to ask 3 questions and you promise to take only a few minutes. If you sound real, you will get through.
Ask in depth, probing questions. (If you do not know how to do this, send me an SASE and request a complimentary copy of my “The Triple Probe.” From outside USA, send one US dollar to cover postage.)

Dig for the pain.

Dig for the pain and rub salt in the wound. When your questions reveal all your advance research, your understanding of the inside travail, as well as your fluency and wisdom, your target is intrigued.
Now play your ace. You are busy, very busy. However, you have some of the answers and antidotes thy want. And you are available to share these in a morning program (only a morning program,) on the date of the forthcoming conference . . .

GETTING GIGS AT ASSOCIATION MEETINGS:

The psychology is different here. Major concerns of Associations are two-fold:

1. Perpetuation of annual dues by their Members.
2. Attendance at meetings by Members.

The above inbound flow of cash to Associations is their life-blood. It is their oxygen. It is what they want more than anything else.
So here are your advance actions: Do comparable research similar to what you see in the first part of this article. Your focus is to be on showing the decision maker how your program is to generate so much take-away value for the Members attending that they will continue paying their dues and continue attending meetings.

HOW THIS STRATEGY CREATES DURABLE LONG TERM VALUE:

Create a partnership in the outcomes your target longs for. This sets the stage for repeat bookings, for full fee consultations. You make yourself a continuing asset and a precious partner.
These ideas, wisely engaged, are to make next year your best year ever. And, obviously, when you need a hand, I’m here to help.

{ 1 comment }

Dawn February 28, 2010 at 12:44 pm

Mr. Dubin,

When I receive an email from you I “click” on it first. Your always eye-widening, breath-stopping information is gratefully appreciated and anticipated.

Dawn White

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