Speaking…is it relationship building or just a numbers game? by @KerryHeaps

by Kerry Heaps  | Featured Contributor

The answer is simple, it’s both.  To get booked as a speaker, Meeting Planners need to know you, for Meeting Planners to know you, you must get in front of them every chance you get. That’s not to say that you should be calling them or emailing them on a daily or weekly basis. You should be getting in front of them via the media, submissions, and yes, an introductory call. As a former Meeting Planner, choosing the Speaker is less than 5% of what must be done to ensure a successful event. Content is extremely important, who they choose to educate on that content, is another story. The speaking industry has changed so much just in the past 5 years, there are more Speakers now than paid events. It’s about putting out great content, but it’s also about being easy to work with, being negotiable on fees and playing by the rules.

If you want to be a successful Speaker, (someone who is working consistently) you need to address the numbers game first. There are so many ways to find speaking engagements, there’s call for speakers that are abundant and year-round. Then there are the private events such as company trainings and events at colleges and universities which will require you to reach out directly to the corporate Meeting Planner or Director of Education. Although these events are scheduled earlier, there is still a lot of competition. If you can find 5 hours during your work week to dedicate to finding and applying to speaking engagements, you will start to see great success over the next three to six months. Keep in mind for every workshop, keynote or breakout session a Meeting Planner can receive up to 200 submissions from Speakers, so again it’s a numbers game. Working the numbers consistently and applying every week will work in your favor.

If you prefer to reach out to Meeting Planners directly, there are a few simple rules you should follow. First, reach out with a phone call, if you don’t reach them don’t leave a message. Try to call back the next day at a different time. If you try a few times during the week and you can’t reach them directly, then leave a voicemail. Try to talk to them first before sending an email, they may have a different process that you will need to follow such as a form to fill out or a separate website they want you to visit first, so again follow their lead. If you reach their assistant or another person in the office, you can always ask them what their process is, and ask if it is okay to email over your information, always try to obtain permission first. Having a conversation with a Meeting Planner is twofold, it’s an opportunity for you to discuss your speaking topic, then find out about their upcoming events and needs and what their process entails. If a few weeks have gone by and you have not heard back from them, find out if they’re on LinkedIn and send them a connection request. The trick is to not overdo it with contact, as a Meeting Planner has so much on their plate you never want to come across as someone who is going to be difficult to work with, that will take you out of the running much quicker than anything else. Keep in mind, when they receive your information if there is an interest, they usually will place your information in a file for follow up. For example, you may submit your information in January, but they won’t be interviewing speakers until August more than likely you will not hear back prior to that. Again, it’s not that they’re not interested or that they are trying to avoid you, they have other things going on with the event that are much more pressing. In order to start building a good relationship with the Meeting Planner, keep these things in mind.

As a Speaker, I know that the process can be frustrating at times, however it’s important to trust the process and follow it. When I re-entered the speaking arena a few years ago my first instinct was, “This industry has changed… A LOT!”  It took about six months before I started to see results, but I kept working the process continuously each week. If you treat your speaking business the same, you will start to see positive results as well.

Kerry Heaps

An Entrepreneur of 18 years, Kerry is the Owner of Kerry’s Studio, an online professional women’s clothing boutique.  She works with professionals to help them determine their best colors and how to utilize color to  influence outcomes in their business.

She is a sought-after Speaker on topics such as  Bodies Don’t Lie-Body Language Basics, The Color of Persuasion, The Network Game – Making Networking “Work” for Your Business, and  Closing in Slow Motion – The Fortune is in the Follow-up.  She is the Author of the Create your own Media series for Podcasting, Publishing and Publicity.  Kerry is a featured writer for SheOwnsIt and regularly writes for various other publications, she has been featured on over 300 media outlets.

Most Service Professionals benefit from her knowledge of: 

Image Consulting and Color Analysis
Getting interviewed in the media
Creating a follow up system to meet the needs of your firm

Kerry is a former Model who specialized in Trade Show and Commercial print work, she is a seasoned judge on the beauty pageant circuit.  Kerry resides in the Orlando area with her fur babies, Marlon and Pirate.