Whatever you call it -- speech, talk, address, lunch and learn, presentation -- the scenario is the same. You have anywhere from fifteen minutes to an hour to deliver your message to a live audience. If you're not taking advantage of this marketing tool, you're missing out on one of the most effective ways for agents to find qualified prospects. Presentations are cost-effective, provide you with a captive audience, and cast you in the role of an advisor and expert instead of a salesperson.
How to find places to speak
There are many opportunities available for those willing to speak. If your market is primarily local and you also need some practice, try starting with a service club, such as Kiwanis, Optimists, or Rotary clubs. Many have weekly programs, which means they have lots of speaker slots to fill. Contact the program chair in each club and be ready to offer a brief synopsis of your topic and why you think it would be of interest to the membership.
Consider bringing your message to other business owners and entrepreneurs by speaking for interest groups such as chambers of commerce or business networking groups. Some of these require membership, but most are open to guest speakers. Look in the community events or business section of your local newspaper to see what groups are actively sponsoring speakers and start compiling a database of contact information.
Look for opportunities to speak at trade and professional organizations. Try to find organizations whose members constitute your target market. Most have state, regional, and national conventions and are eager to have expert speakers who bring value to their members. If you have special expertise in your field, consider offering a course that would provide some type of continuing education credit. Your ability to deliver a presentation that meets CE requirements will make you even more attractive as a potential speaker.
How to increase your presentation ROI
o Actively promote both yourself and your presentation. At the very least, you should develop a "one-sheet" for marketing that includes your topic, the benefits it brings to the audience, testimonials, credentials, a brief biography, and a photo.
o Work with the organization you're speaking for to help promote your speech. Offer to provide any publicity material they'd like to distribute via mail, email, or their Web site. Consider writing a brief article for their Web site or newsletter. Be ready to provide a photograph of yourself (both in print and electronic format) and any other promotional materials they request.
o Write your own introduction. Provide it to the person who will introduce you beforehand, and take a copy with you on the day you speak. The way you're introduced sets the stage for your presentation. When it's botched, clumsy, or rambling, you risk losing your audience's attention before you even begin.
o Provide some kind of physical takeaway. The point is to put something in your audience's hands with your name and contact information on it. But how do you get them to take it with them? Forget brochures or presentation folders. Instead, provide something useful, such as a checklist, a resource guide, or a special report they'll want to keep and use.
o Make your presentation more than just a sales pitch. The best presentations provide useful ideas and tools your audience members can immediately use in their personal and professional lives. You'll be most successful if you make sure your presentation is valuable. "Frequently Asked Questions About Health Insurance for the Self Employed" or "The Top 5 Ways To Save Money on Your Premiums" are examples of presentations that focus on audience benefits.
o For service clubs, keep your visuals to a minimum. Many don't own audio-visual equipment, so you'd have to bring your own. That means finding a place to set up in an unfamiliar venue. Even if organizations and associations can rent this equipment from the location where they're holding their meeting, the charges are often exorbitant. Things sometimes go wrong with technology, as well. You shouldn't be so dependent on your visuals that you can't give your presentation without them. You'll be appreciated for the ability to deliver an interesting and valuable 30-minute presentation with no visuals.
Presentations allow you to establish yourself as the expert of choice. They represent an excellent opportunity to demonstrate your knowledge, build your credibility, and emphasize collaborative solutions to your prospects' insurance needs. Someone will be speaking at one of the dozens of meetings held daily in your city. Why not you?
Joseph Sommerville, Ph.D. shows professionals how to increase visibility, credibility, and sales through more persuasive communication. He is the president of Peak Communication Performance. For more information, visit www.peakcp.com or contact Dr. Sommerville at sommerville@smartsalestalk.com.
