Editors: Rebecca Morgan & Ken Braly
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Tuesday, May 16
Escape the Price Race to the Bottom
with Sarah Petty
You walk into a store to buy a sweater. On one rack you see a sweater you like, and the price tag says $175. On another rack is a similar sweater; its price is $850. And on a rack labeled “Clearance” is a third attractive sweater, marked down to $45. You’re no sweater expert, and at first glance all three look comparable. Which do you buy?
This is the situation many speaker find themselves in. They have a fee they would like to make, but they know that other speakers are competing for the same jobs at a lower — and sometimes no — fee. The temptation, to get the work, is to lower your fee.
How do you project to the meeting planner or buyer that you bring exceptional value that justifies your fee? That is the topic of our next program. If you’ve ever felt pressure to give a discount when you didn’t want to, don’t miss this session.
Read more about this session at the bottom of this newsletter, then pre-order the MP3. Note: there will not be a live session available for this program. Please order the recording.
Maximize Your Revenue with Each Client by Adding Services
It’s been said that the easiest person to sell to is one who’s already bought from you. Do you have a menu of options to suggest after the client makes their first purchase with you? If so, it’s easier to suggest additional services once they’ve said "yes" to you initially, or immediately after you’ve delivered your first service to them.
There are many ways to increase your offerings. Some are easy, some take extensive training, and some take a unique skill or perspective. These three recordings feature colleagues’ add-on expertise that you may be able to adapt — or at least expand your thinking.
All SNN single-focused intensive packages are detailed here.
Get info that will help you work more deeply with clients — Bill Conerly
It is easier to go deeper with a client if you understand that client’s goals and challenges. If the client is a publicly traded company, one way to learn more is to listen to its quarterly earnings conference call with investment analysts. Not all companies have earnings calls; check your client’s practices by going to their investor relations web page.
The conference calls are typically preceded by issuance of the quarterly earnings report. In the earnings press release will be details on how to access the conference call, typically with an (800) number and conference code. The call most often begins with the CEO providing a high-level overview, perhaps followed by the CFO going into an explanation of anything unusual in the financials. Sometimes other executives will comment as well. After the prepared remarks, Wall Street investment analysts ask questions of management.
Between the executives’ statements and the analysts’ questions, you may learn the key issues facing the company. For example, you may hear an investment analyst congratulate the CEO on cutting costs, but then ask if there are any initiatives to increase sales.
Even if you are not working directly with the CEO or CFO, the person with whom you do work may listen in on the call. It would be unusual for an important issue discussed in the conference call not to percolate down through the organization.
If it is not convenient for you to listen to the call live, you can usually listen to a recording or read a transcript.
Help your clients/hosts not have to guess about your needs — Sally Foley-Lewis
Sometimes as part of a speaking trip we are invited to stay with a client or colleague. When I invited Rebecca Morgan to stay with me during her trip to Brisbane, AU, she sent a nice email outlining what she does and doesn’t eat, what would interest her to see and learn in the city, what assistance she might need and what she doesn’t expect her host to supply or do. Rebecca’s email to me was fantastic — I wasn’t left wondering what to cook and what to plan, nor what she might need!
This tip is also useful for speakers to provide to any professional speaker association who is hosting you. In this instance, dietary guidelines are obvious. Rebecca also provided some useful tips for any guest speaker gift to her that a chapter might consider (e.g., donations to her favorite charities, gift cards). Let’s be up front about it — with travel and luggage limits, bottles or baskets of local products (alcohol, oil, treats), large books about the locale, etc., might not be practical no matter how well-intended.
Think creatively for leave-behinds — Laura Valvasori
Think more creatively beyond a printout of your presentation as a handout. What can you give the audience that would further demonstrate your expertise? What would provide them with something of value? What could you give them that would lead into an additional touchpoint to continue building a relationship?
Two negotiation tips to get the fee you deserve — Vickie Sullivan
Between disruptions and low-cost options, getting fees you want can be challenging, to say the least. That is why this Fast Company article on negotiation comes at the right time.
Look past the emphasis on design firms and the 30,000-foot recommendations. This article is really about negotiating when you are seen as a “luxury.” Pay attention to these ideas:
Pay attention to how you have conversations.
(Editors’ note: Vickie’s comments fit perfectly in the topic of our next teleseminar: “Escape the Price Race to the Bottom” with Sarah Petty)
Free eBook: Insights for Speakers: 10 things event planners wish you knew about how to reach out and get booked.
Organized go-getter, experienced in Speaking Industry, has openings for speaker office management and/or promotions during months of June, July, & August. Sarah@AssistingSpeakers.com for information/references!
Email action-item tip — Mary Schaefer
Found this article on a super-easy email tip: “This Email Trick’s So Simple That I’m Mad at Myself for Not Using it Earlier.” It focuses on a Gmail feature, but could also be adapted to Yahoo mail, Outlook and maybe others.
Get industry leaders’ wisdom delivered every two weeks. Special $4.95 introductory offer. Get each new SNN teleseminar recording with our SNN MP3 subscription service. speakernetnews.com
Tuesday, May 16
Escape the Price Race to the Bottom
with Sarah Petty
For many speakers and consultants, it can seem that the business has become commodified. There are plenty of people who will speak for free or for a small fee. Potential clients know this and seem to feel it is a badge of honor to get your services at the lowest price. When your calendar is light, you are tempted to fall for these negotiation tactics and end up feeling you’ve done way too much work for way too little money.
You want clients who see the high value you bring and pay accordingly. You want clients who gush about you to others so you have a steady stream of work at the pay you want. Sarah shares ideas on how to be gush-worthy and have others do your marketing for you.
Sarah comes from the business of professional photography where she was competing with free since everyone has a camera. She figured out how to communicate her unique value and price herself on the high end of the market. She now uses those same concepts as a professional speaker. She teaches others to get their price even if in businesses where there is a lot of competition and mounting pressure to discount or work for free.
You will learn how to:
Note: there will not be a live session available for this program. Please order the recording.Order the MP3 recording.
Date: Tuesday, May 16
Length: 60 minutes
Special Limited-Time Offer:
If you would like more ideas on how to get the fee you want, we’re suggesting the MP3 recordings of several earlier programs to complement this program:
With your order of this live or recorded session, at checkout you will be offered these recordings.
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