CONCORD, MA--(Marketwired - November 09, 2016) - Public speaking has long been a potent business development vehicle for consultants, attorneys, CEOs and professional services. An audience at a business event or conference could be a perfect fit for whatever the speaker has to sell.
Yet many business speakers even after delivering an outstanding performance on stage literally throw away hundreds, even thousands of potential business new customers by not bothering to ask for business cards or names and email addresses. Or if they do, they fail to follow up with their newfound contact info after they get back home.
"The savvy business speakers, and networkers too, do things differently," says Ken Lizotte, author of the new book "The Speaker's Edge: the Ultimate Go-To Guide for Locating and Landing Lots of Speaking Gigs," published by Maven House Press. "Smart speakers for example view their audiences the way a prospector would view a potential gold strike, literally 'mining' their audience's information in a quest to discover new customers. First they find a way to collect audience contact information, then they do research on attendees' companies, and finally connect with them after the conference via phone or email."
In fact, writing in the Huffington Post, Lizotte maintains that, "even with the rapid rise of social media, studies still show that email is the most used online communication technique and therefore the most effective stay-in-touch vehicle today. After all, every one of us checks our email at least once a day, if not multiple times, on any given day. But Twitter and LinkedIn and Facebook? Not so much." Building an active, robust email list, Lizotte says, "still reigns supreme as the best way to reach out to business prospects … by far."
In both his article and book, Lizotte lists three critical steps for making a speaker's audience info-gathering pay off:
1. Follow up!
The very next day after speaking to a group, Lizotte insists, "follow up" with your new audience contacts via an email script such as: "Hi John: Great meeting you yesterday at Business Forum. I look forward to seeing you there again! Meanwhile let's officially connect via our e-lists and social media. Thanks for attending my presentation!"
2. Create business-practical eblast content
When sending eblasts to a permission-based e-list, don't blatantly advertise your products or services. Instead, focus on helpful content that will assist your e-list subscribers with their own business issues. Examples: a published article (preferably written by you, the speaker), news of an upcoming speaking engagement, a case study explaining a success story with one of your clients etc. "See to it that your eblast is useful," Lizotte says, "not a shameless plug for business or money."
3. Place an e-list sign-up box prominently on your website
"Don't make your website's e-list sign-up box hard to find … or forget to have one altogether!" Lizotte admonishes. "And don't burden potential subscribers with lots of information fields for them to fill out. That will only frustrate them. Name, email, company name, maybe phone -- oh, and how they heard of you -- is quite enough."
Finally, Lizotte warns of something NOT to do. "Never buy or rent an e-list. The kind of list I'm advocating should be a permission-based only. That way everyone on your list knows you or has at least met you, even if just a member of your audience." Observing this last rule, he says, deepens business connections over time, building trust, credibility and familiarity with your products and services.
"With every business-friendly eblast you send," Lizotte writes in his Huff Post piece, "you'll effectively transform your speaking audiences and networking connections into veritable word-of-mouth 'referral armies,' inspiring healthier profit margins and lasting business relationship." In this way, he concludes, your speaking engagements can truly strike gold.
For more information or to arrange a media interview with Ken Lizotte, contact his PR Rep Elena via firstname.lastname@example.org or 978-371-0442.
To learn more about Ken's book, visit http://tinyurl.com/zwpubcb
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