Speakers spend a great deal of time doing what they do best— speaking. Most are passionate about their message and are excited to share their unique gifts and talents with others. Additionally, many use their speaking opportunities as a platform to sell their books and products, which is why it’s important to do things right.
Unfortunately, many speakers miss opportunities by not staying focused or having the right processes and systems in place. Our hope is once you are more aware of what you are or aren’t doing correctly, before, during or after an event, you’ll make the necessary changes to make your next event even better!
Here are 3 things you can do to get the most out of your events, before, during and after:
Focus on one event at a time – Give it all you’ve got: It’s so easy to look at your schedule as a whole and get caught up thinking about events that might be coming up in the not-so-distant future. Yes there are things you need to be doing ahead of time, but don’t get so caught up in trying to promote your next big event that you lose focus regarding the event that is next on the agenda. You definitely want to let others know about what you’re doing and where you’re going to be; however, you don’t want to confuse everyone by promoting more than one event at a time. Remember … a confused mind always says no. Your team can be preparing for your next great event behind the scenes, but you need to be focusing on the here and now rather than what’s next.
Have the support you need AT the event – Do you have systems in place that will allow your audience to connect with you before, during and after your presentation? Many in your audience will be so engaged during your presentation that you’ll leave them wanting more – at least that’s the idea. If things turn out the way you want them to, they’ll visit your website, sign up for your newsletter, buy your products, register for upcoming events, and connect with you on social media. You have to be ready to take advantage of their enthusiasm to connect while it’s front and center in their minds.
If you’re not already doing it, it might be a good idea to have a support person with you at the event to work the back table and personally support you after your presentation to answer questions, sell your products and direct attendees to take the next logical step to work with you. Either way, be sure you have something in place to keep the connection going. Have your support person collect your feedback forms (You ARE using a feedback form to get permission to add attendees to your ezine list, find out if they would be interested in a follow up call to book you for one of their own events, and get testimonials for your website, aren’t you?) and collect business cards for a drawing if you have one. Make it easy for them to sign up for your newsletter before they leave – even if it’s nothing more than a signup sheet or asking attendees for their business cards. Have books or products available for purchase at the back table. If you don’t have enough products in stock to do that, at least provide order forms with a special offer for attendees if they place their order at the event. You’ll be busy so busy before, during and after your presentation that you’ll really appreciate having someone there to help out … or if nothing else, having your products, feedback forms, and other information readily available on the table.
Make sure you have a solid follow-up system for after your event – While everything you do before the event and at the event is extremely important, don’t stop there. A good follow-up system for after the event is so very important if you want to continue to cash in on the momentum of a great presentation. Make sure you have all of your autoresponder messages in place before the event to welcome them when they are added to your list, provide valuable content that will keep them coming back, and of course pepper the content with information to let them know more about all you offer. Just think about how much easier life would be if you could hand off your feedback forms, business cards and order forms to your support person to follow up with and process immediately after your event? Why not set up a process like this for all of your events so your business can be like a well-oiled machine that just keeps running better and better.
Can you see what a difference just a few changes and processes for before, during and after speaking events can make? We highly recommend you review your processes and procedures now, and see what else you can do to make each event better than the last. And don’t forget, we specialize in speaker support, so let us know how we can help.