Become A Professional Speaker



Become A Professional Speaker!

By Thom Lisk

Presenters University

Corporations and Associations all over the world hire professional speakers. A few people take speaking to the professional level so that their income is totally dependent on speeches or seminar revenues. Can you become a professional speaker? 

You must have something of value and benefit to convey to others and you must present your material very effectively. You must know how to package and market yourself. The overall market for paid professional speakers is increasing. The number of people wanting to speak professionally has increased at a faster pace than the openings. So, regardless of your program benefits, you must know how to obtain your clients.  

Speakers have one area of expertise. They brand themselves as a topic expert in that area. Becoming an expert in a market niche is the fastest way to increased income as a speaker if you create enough demand for your services.

Fees range from a few hundred dollars per engagement to many thousands of dollars, depending on the client as much (or more) than the capabilities (or credentials) of the speaker. Through my company, Professional Speakers Bureau International, I have come into contact with many aspiring speakers who have no idea how to proceed in formulating fees. How do you set fees? Carefully! Sometimes speakers are eliminated from consideration for fees that are too low just as often as too high. Good advice is for you to acquire fee schedules of speakers in various stages of their career development. If you know what these speakers offer and how they offer it, you have a good basis of comparison and a method of establishing your fee parameters. 

The greatest challenge is to locate the people who make the final decision to book speakers, and then to contact them at exactly the right time. Some organizations only purchase outside paid speakers (or trainers) once a year for an annual meeting. As an example, Kronos Inc., of Boston, booked Mark Victor Hansen, co-author of the book series, Chicken Soup for the Soul, from our bureau for $17,500 for their annual meeting. When I first met Mark in 1977, he would have been happy with $500 to speak anywhere at anytime. What happened?

Mark and his co-author hit upon something that the masses want and need. Inspirational stories! The research indicates that the number one topic requested from speakers' bureaus is for motivational keynote speakers. Who are some other speakers that fit this category? (Ask, yourself, who will be my competition?) The list is almost endless! Some motivational speakers command as much as $50,000 per booking. However most are more in the $1-10,000 range. All people need inspiration! How many need your talk? 

Some speakers become professionals through a carefully developed conscious plan of action, which includes knowing the possibilities and the steps needed to reach your goals. Some speakers join associations or bureaus to find out how to succeed. The 4000 member National Speakers Association is one choice. They have chapters in many states. Daniel Webster established the oldest speakers association (International Platform Association) in the 1830's. Many people are more familiar with Toastmasters. This association has local chapters, as many as thirty in a city the size of Columbus. You can develop the skills of speaking in public through their weekly meetings. Memberships in these groups can be a part of your plan.

Develop a plan to acquire each of all the competencies needed. The most difficult competency for most speakers seems to be marketing and selling your services. You must think of yourself as the product and look objectively at yourself and the market for your programs. You must believe deeply in yourself and what you offer. Each week set specific written goals to contact people who have the authority to hire you to speak. 

Many speakers turn an avocation for speaking into a profession; however, few sustain themselves long term due to a lack of quality marketing. You must make an effort to market yourself daily by being willing to invest money in marketing. Look at the best-known products. Products like Coca-Cola reinvest a large percentage of each dollar into marketing. Speakers fail because they do not become skilled at marketing themselves and their services. Please remember, you may be the best person and the best at presenting a certain speech topic or seminar, however if you fail to market yourself faithfully, you will eventually fail (or fall far short of your potential). This is why some speakers contract with seminar companies and bureaus. These organizations do the marketing. 

Speakers who make it long term have a passion for their message and a love for their audiences. They are familiar with the adrenaline rush received from the applause of the audience; however, this is not what drives them. What propels the best speakers is the feeling and the assurance that they are making a difference with their lives and their messages. They are energized to stay focused on their mission or "calling." 

Cultivate the belief, if you do not have it, that you are "called" to make a difference through your life and your messages. Develop a commitment to constant improvement in spite of all obstacles. (Identify the obstacles in advance---anticipate them--so you can develop a plan to overcome them!) Let the money you earn be a by-product of a job very well done, the end, not the means or purpose. As Winston Churchill said to England's weary troops during the darkest days of WWII, make sure you..."Never, never, never...give up!" Believe, as the Rotarians proclaim, in "Service above Self." Make sure you and your messages are getting better, even if you are the only person who recognizes this fact.  

One of the top paid professional speakers in America, Dr. Dennis Waitly, best selling author of The Psychology of Winning, says, " Expect to win and you will!" Work hard to have a positive expectation (and attitude) and, more importantly, help others to be their best, and you will reap what you sow. Becoming a top professional speaker is a process or journey, not something that happens quickly. So be patient as you perfect your programs, your marketing, and more importantly, yourself. Make sure you have a plan!

Learn more about Thom Lisk and the Professional Speakers Bureau International in our Contributor's section.

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