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You may think that giving a talk or speech isn’t going to benefit YOUR business.  Perhaps you believe it to be a tool that will work only in certain niches.  I’d like to tell you that speaking engagements absolutely can help build lists and generate leads for any type of business.  Why does it work?

Getting Up Close & Personal
First and foremost, making a speech gives those interested in your product a chance to meet you in person.  These days many marketing tools are online and impersonal, such as email and websites.  Giving a talk lets prospective clients see the real you in action.  They get a taste of your personality and your skills whilst seeing what you can offer for their business.

Let me take a moment to mention who your best audience is going to be for speaking engagements.  Remember the 80/20 rule in this instance.  It’s the rule that states that 80% of your business will come from 20% of your clients.  Of course, it’s that 20% that you should focus on.  Not just in terms of giving speeches directly to them, but giving speeches regarding the products and services that hold their interest as well.

Declaring Your Expertise
Not only do these speaking engagements give people the opportunity to meet you and make a personal connection, but it raises your profile in your field.   One of the tools in getting clients to come to you, rather than you having to reach out to each of them, has been to establish yourself as the expert in your field.  Since no one is going to present you with a certificate declaring you an expert, you need to simply step up and claim expertise.  Giving a talk in your field of expertise is just another step towards establishing yourself as the ‘go-to person’ for a particular service or product.

Expanding Experience
Whilst these reasons should be enough to have you thinking that speeches and talks may be a good step to take to build our business”, there’s another benefit.  That benefit is your personal growth and experience.  Speaking engagements can help you build confidence and communication skills.  When I first started my business, I would talk to any group who would listen – even my local Brownie group if they would have had me!  Every speech you give is one more notch in your experience belt.

The Bottom Line, Literally
The last, but certainly not least, reason for you to give talks or lectures is the opportunity to promote yourself and sell your product.  Think about it, the audience that comes to listen to a talk is in a different mindset than those who are coming to sit through a sales presentation.

Giving informational talks is the perfect opportunity to sell to an audience whose sales defenses are down.  Not only are their defenses down, but just by their attendance in the audience, you know that they are interested in your product.  It makes the perfect targeted audience and one you should have on your potential client list.

Whilst you may have thought that speaking engagements may not help your particular business, I urge you to think again.  It’s the perfect opportunity to create a personal connection, declare your expertise, build speaking skills and yes, get some sales in the process.

Bernadette Doyle is a small business marketing expert. Get more tips and advice at http://www.clientmagnets.com

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