These 7 strategic actions remove risk, thrill decision makers, magnetize more bookings to you now


by Burt Dubin on March 12, 2010


These 7 strategic actions remove risk, thrill decision makers, magnetize
more bookings to you now


“It’s a new world, Goldie . . .” said Tevya to his wife in “Fiddler on the Roof.”

And it’s a new world now for speakers, educators, and consultants now.  Your ass is on the line like never before.

Decision makers who can hire you don’t care a hoot about you personally.  They are interested only in what you can do for them.  I mean first for them personally and then for their organization.

Why?  Because their butt is at risk when they choose you.

Actions to take:

1. Liberate your imagination before every outbound marketing call. Pour emotion, intuition and imagination into your approach. Toss out the rule book including the rules I give you.
2. Cast yourself as a one-of-a-kind value-adding resource. Spice up your
offer with gut-level insights. Invite your intuition to guide you. (I’m
doing this now as I craft this message.)
3. Think in terms of outcomes their organization wants and the outcomes the decision maker desires:
4. Corporations want productivity enhancements, more sales and profits, better communications, greater returns to shareholders, etc. The decision maker wants to look good because you are hired over all other choices.
5. Professional and trade associations want, first of all, perpetuation of dues income and second, they want their members to attend conferences they sponsor.
6. So position yourself as an outside expert who understands and addresses these concerns. Reveal what you have done for others in their position. Customize your program using their jargon, their trade lingo.

(Several years ago I presented a keynote speech for, as I recall, the National Spa and Pool Association. Their fictional heroes were “Gus and Gertie.” You can bet I referred to “Gus and Gertie” several time during that keynote.)

7. Test these closing words: “Considering that (the array of benefits you offer), can you think of any reason to deny yourself these outcomes?” Then shut up. Do not say a word. Let the decision maker be the first to speak. More often than not, the word you hear will be “No.” This is the “no” you want. It is the “no” that means “yes.”



Carl Mathis July 12, 2010 at 11:26 pm

As a inspiring speaker this, will help me greatly. I will surly put them to use.
Thank you.

E.G. Sebastian March 12, 2010 at 11:37 pm

Great points!

And while I tried some of them (and I’ll definitely apply all the above) and got some pretty good results; I found that most of my business comes as a result of them seeing/hearing me speak, and referrals.

Of course, even personal contact would be futile if my programs would not offer increase in productivity, sales, or otherwise improve the bottom line…

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