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.”


“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


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.)


“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



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.


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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