Art’s 10-step plan to help you close speaking engagements and book spinoff business:
1 Customized information for each of your potential clients.
We don’t want you or your client to scour a website to discern relevant information. A generic speaker brochure piece is commonplace. Art creates a customized package of information including:
- Lists of clients and reference letters from your client’s industry or profession
- Customized program synopses that connect your client’s needs with Art’s expertise
- Sample pages from program handouts to illustrate the depth of practical ideas to use back at work
2 Pre-booking interviews that close the deal.
Art listens to meeting planners describe the key messages and education they desire for conference attendees. To help make a hiring decision, clients benefit by sampling Art’s proficiency in customizing his content and interactive delivery to a one-hour speech, breakout session, or a longer interactive workshop. In most cases, a meeting planner’s considerations vanish and you go on to book the engagement.
3 One specialized area of expertise translates into a menu of topics for a bureau to offer.
Art’s overall expertise covers raising leaders’ performance from competent to elite standards. This expertise converts into the following topics and types of meetings:
Topics: Leadership development, sales, coaching, peak performance.
Meetings: Recognition events, emerging talent/high potential seminars, conference closing sessions (see Maximizing Meeting ROI)
Sample pages from program handouts to illustrate the depth of practical ideas to use back at work.
Top executives choose his programs over other leadership speakers for several reasons:
- Solutions emphasize one facet of leadership – developing A-player leaders.
- Solutions are drawn from unique sources: decades of elite performance research + world class talent development methods of sports teams.
- Solutions represent the most time-efficient ways to improve performance.
- Solutions are field-tested during Art Turock’s guiding year-long Mission Unreasonable Projects with his clients, typically senior management teams and sales organizations.
4 Program’s suited for audiences who have decision-making clout to hire speakers.
Because of his expertise has vital strategic significance, 95% of Art’s audiences are leaders responsible for results–senior managers, sales executives, emerging talent/high performers, and business owners.
DURING THE PRESENTATION:
Developing audience interest in obtaining more services
5 Delivering value before his first words are spoken.
Art’s pre-speech customizing interviews with audience members regularly evolve into personal coaching sessions. Art asks questions that reveal performance improvement opportunities (like, “What is one vital priority that you never seem to have sufficient time to do effectively?”).
Then his coaching instincts take over. He adroitly guides interviewees to see where their own self-imposed constraints have become regarded as insurmountable obstacles. They get freed up to immediately begin making behavior changes to solve their original dilemma. Weeks later, during Art’s program, these interviewees share progress reports on their behavior changes, which amount to “imbedded testimonials” endorsing the techniques being taught.
Art’s Leadership Development Audit is a 7-question survey where attendees assess their organization’s current status on the coaching proficiency and work process conditions that are conducive to developing A-player leaders. Most audience members take their seats realizing the a considerable need to improve current practices and eagerly anticipating the relevance of Art’s message. In addition, Art has valuable needs assessment data to display in his PowerPoint presentation and to discuss later with senior executives. Click the button below to download the full “Leadership Development Audit”.
6 Program designed to help audience members to reveal blind spots and hard-to-discuss needs/limitations.
Every piece of Art’s speech design– stories, video clips, PowerPoint slides, interactive exercises—reveal audience members’ blind spots and elephants in the room. The speech serves as a “wakeup call” for leaders who discover needs they didn’t even recognize or didn’t acknowledge with sufficient urgency. By designing a program to trigger additional training needs, Art’s presentations become a spawning ground for spinoff bookings.
AFTER THE PRESENTATION:
Generating spinoff business for bureau partners
7 Staying over in search of “low-hanging fruit” spinoff business.
There’s no better time to start converting spinoff business than immediately after a presentation. Rather than hop on the first plane out of town, Art stays to talk with potential prospects for his services. In his closing remarks, he invites trade association attendees to sign up for a thirty-minute private conversation aimed at improving their take-home value. Invariably, the conversation identifies implementation steps they can take themselves plus steps best accomplished with Art’s help.
8 In-depth handout that serves as a pass-on brochure to colleagues back home.
Art’s handout isn’t a copy of his concise PowerPoint slides. Instead, the content serves as an implementation guide. Colleagues who didn’t attend the session will be able to study the detailed content, derive benefits for their own professional development, and see value in seeking out Art’s additional services.
9 One-year phone complimentary follow-up option for all attendees.
For one-year from the date of Art’s speech, clients can request assistance in applying ideas back in their work setting. This opportunity for continued contacts increases the odds for selling follow-up bookings for bureau partners.
10 Post Conference Phone Appointment with Key Executives (7-10 days after a speech).
This conversation is rich two way exchange of next steps to maximize speech ROI. Art brings his findings from pre-program interviews, audit, and on-site conversations with attendees to document client needs. He also asks the executives to share their assessments of needed improvements for their existing leadership development. The executive team decides which course corrections they can make themselves and which require help from Art and other resources.