INTRODUCTION
CHAPTER 1: Starting & Running A Coaching Business
CHAPTER 2: Fees, Income & Making Money
CHAPTER 3: FINDING & WORKING WITH CLIENTS
CHAPTER 4: Rich Coaching Tools, Websites & Resources
CHAPTER 5: Marketing Tactics For ALL Coaches
WRAP-UP: Rich Coach Goals & Start-Up Checklist
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Speaking & Training Tactics

Speaking & Training Marketing Tactics

Become A Professional Speaker
To Grow Your Coaching Business

The coaches who are making the most impact, and finding it easy to find new clients, and make extra money, are those who have become speakers in their field of coaching expertise! If there’s one thing you can do to boost your own coaching career, it’s SPEAKING! Speaking, like coaching, is also a learned skill. So, no matter where you’re at currently with your feelings about speaking and your experience, if you have the desire to help others, then you can become a successful speaker. There are five powerful reasons for you to consider when becoming a professional speaker:

  • Exposure — There’s no better way to get your face and name out there for the public to meet than speaking! When people see you live on stage, they’re more likely to trust you! Why? Because they can see you, experience you, hear you and speak with you after your presentation. You’re REAL when you speak live in front of others. When a large number of people trust you, then just watch your coaching business take off.
  • Impact — How much do you really hunger to make an impact in this world we live in? If you hunger to make a huge impact, then there’s no better way to do just that than to speak to large groups of people. Remember, it’s no longer about you anymore; it’s about those you can help! It’s about you getting your message out there. Imagine all the people who you are going to help, and all the lives that will be changed for the better, all because you started speaking!
  • Money — Now, let’s talk cash. You probably have no idea how much money you can make with speaking engagements. You can get paid from $500, $5,000 to $15,000 and even more to speak if you’re good and if you’re well-known! The exposure is going to build your database of prospects, which in turn, will build your business even faster! When you’re just starting out, it’s important to speak for free so audiences and meeting planners can get to know you. Once you’re in demand, then you can start charging for your services. But, even while you speak for free, you can still sell your coaching programs and products in the back of the room to make money. Once you break into the speaking business, it is like show business, you can speak for the rest of your life! Be willing to pay your dues up front though. Not to worry; it’s well worth it in the long-run.
  • Lifestyle — Do you like to travel? Your lifestyle will improve dramatically if you speak … Did you ever dream about having the life of a movie star? Well, becoming a speaker is even better! You get the perks of a movie star without the media poking into your personal life. Can’t beat that! You will get paid to travel, free lunches at the finest restaurants, and how about the perk of starting and ending your work with an applause? It just doesn’t get better than that my friend!
  • Connections — You’ll meet more people and make new friends if you speak. Have you heard of the saying, “Its not what you know, but who you know?” After a year of speaking, you will have met and spent quality time with other powerful speakers who will help open doors to you that you could only have dreamed about. This is definitely a small world, and when you are a speaker, you will be mingling with the power players. How great is that?

What type (or duration) of
speeches could you give?

There are several different types of speeches which you could give, and for different durations, such as: a 45-minute talk, 3-hour evening weekday/weekend presentation, 1/2 day (2-4 hours), full day (5-8 hours), multi-day, keynote (an opening speech to a group at an event), breakout (a speech given anytime during the main event), your own seminars/workshops, or those where you’re invited to speak on someone else’s stage. Be prepared for them all. Take time to write out presentations, with outlines, and optional handouts, based on each different length of time.

What should you speak on?

Don’t think of yourself as a speaker, trainer, educator or teacher. You’re a coach, and need to be a coach in front of your audience. Create a relationship with your audience up front within 10-20 minutes of your speech. Find areas which you can relate to your audience just like the clients you serve.

  • Think about your clients. What are some of the challenges they face. Then, craft your speech to touch on those hot buttons. You could even challenge your audience to answer questions which you pose to your clients. How do they do? Do they answer them well, or do they struggle, hence why you were called in to speak. When the tension’s high in the audience and questions surface because they can’t solve x-problem/pain/passion, offer some of your oqn ideas for problem solving and then you might wrap it up by suggesting that you’re aware that the group has only scratched the surface on the topics today. For those who wish to explore anything in more detail, I want you to know that I’m available to you. I work as a (enter your niche) coach with clients just like you. Having seen what coaching is like (via my presentation), you should have an idea how coaching also works one-on-one. If you’d like to take the next step and see me about helping you, I’d be happy to meet you. I’ll be in the back of the room after (the seminar is over) to meet you. For those who would just like more information, I do publish a free online newsletter where I go into topics like the one I spoke about today. If you’d like to receive that newsletter, just give me your name and eMail address on clipboard that’s being passed around (or hand me your business card).”
  • It’s “hot seat” time! Invite one or more people to the front (or share their story) and you coach them (while they remain seated), to give the audience the experience of you as their coach. “Imagine that I was your coach, what would you like help with? Let’s take someone in the room and coach them through to _. Who’d like to come up …” Using your coaching skills, folks in the audience will see how you work, and hopefully love it. After your talk, you’ll have much to talk about with audience members, because they got a chance to experience you. “That’s what it’s like to work with a coach. How many of you want to take what you do and take it to the next level faster with the help of a virtual partner or personal coach? I’ll be in the back of the room to answer your questions, and to book free sessions. I hope to meet you!”
  • Tell people how they can get in touch with you after the speech, which you’ve seen in the past couple examples. Let folks know they can sign up for your ezine/newsletter (by filling in an eMail sheet you hand out, or giving you their card), visit your website, purchase a product in the back of the room, pick up your flyer and/or business card, contact you after the presentation, invite people to sit with you at breakfast/lunch/dinner before/during/after the event. Encourage people to visit your website to download/watch another mock session. Give them an easy address to remember, such as www.YourSite.com/freesession, or have a flyer/postcard, or state it on your business card.
  • Remember, the main reason people hire a coach is because they are experiencing some form of gap (pain/problem/passion) between where they are and where they want to go. Struggles like these, that your clients experience, cannot be solved with quick fixes. If your presentation addresses these matters with quick fixes, then you negate the whole reason why a coach is necessary in the first place. Don’t make the mistake of making it look so easy to solve problems that really do take time and the guidance of a coach, like you. Ask your audience a lot of questions. Get them to think. Listen to their responses. Be the same coach you are to your clients back at the office. Treat your speaking audience like a one-on-one coaching session that extends out over several sessions to accomplish the client’s desired goal.

What do you need to kick off your
speaking career with a bang?

  • What you need is a list of organizations, companies, associations, churches, etc., that you can speak to.
  • Put together a speaker’s kit, which would contain a professional heads hot/photograph of you and pictures of you speaking; list of presentation topics with short/long descriptions; video recordings of you speaking (a plus); testimonials from past companies who booked you; testimonials/feedback from audience attendees who were there; seminar/presentation materials; educational materials (i.e., books/audio/video) for sale; flyers about your coaching services available for handout (ask if you can hand them out; all depends on the venue you’re speaking at); folding table (if they don’t have one); credit card swipe app on your phone to collect payments for product sales; USB flash drive or DVD/CD handout (or link) to a video/audio on your site people can download and watch/listen to; your bio (2-4 paragraphs); press releases; published articles; etc.
  • Once you have your speaker’s kit created and presentation outlines honed and rehearsed, and some testimonials from companies who have hired you (or who you asked to speak for free) just so you could get the experience and the testimonial), approach speaker bureaus to find speaking gigs for you where you’re paid to speak. You can also approach companies and organizations and ask if they hire speakers to come in and present to their audience. Ask what types of speakers they’ve had in the past and introduce what you talk about. Ask what was popular, what wasn’t. Were there speakers that get asked back over and over? You’ll want to check them out later. Get their name and topic. Don’t be nosey and ask for their website, just look up their name online. Maybe the company/organization has a website that lists previous speakers. Research them, and prepare your topic/presentation/outline to match theirs in delivery expectation; not content. If their messages were uplifting and positive, and your niche is about weight loss, craft your speech to be uplifting and positive, with hints and suggestions about what you folks should do about weight loss.
  • Most speeches are 80% content (remains constant) and 20% tweaking/customizing (modified per venue) for the event you’re going to speak at.
  • How much do you charge? First, ask what’s your budget for hiring speakers, and if they have an educational budget for purchasing (your books, at a cost below retail; if you buy books at $3.50 each, then you could sell them for $5 or $10, when the retail rate is close to $14.95 or $19.95). Keynotes usually run anywhere from $250 to $5,000, depending on the type of company or non-profit. It’s all up to their budget. 1/2 day workshops can run from $500-$5,000, and full-day workshops from $2,500-$25,000.
  • Remember, some people have never heard of coaching, many have never experienced it. So, weave your style of coaching into your speeches so the audience can learn about it, and what you do, and how you coach.

  • Come up with at least one topic you can talk about for 45 minutes, then expound upon that.
  • To get experience and testimonials, reach out to groups, companies, organizations and individuals and ask them if you can speak to their audience (for no charge).
  • Attend local charity events, speak at community events, do a lunch-and-learn at a local business, volunteer for a local charity, distribute door hangers, post flyers, add a graphic/banner to your car, and the list goes on and on.
  • Do this within the next 30 days. You will be glad you did when you see the smiling faces of those in the audience listening to your presentation, then saying, “Are you available for private coaching? I’d like to hire you!”