Leave a comment

4 Steps to Use Public Speaking to Attract More Clients

Financial planners are always looking for a way to find new clients. However, many people fail to find effective marketing methods to do that.

This situation does have a solution. As a public speaking and marketing consultant, I find that most financial planners can become more successful by using public speaking in their marketing plan.

Here, I’ll outline the many speaking opportunities that you can use to attract more business. There are thousands of groups in need of a guest speaker at their meetings and conferences. A few examples include: business groups, charity groups, associations, corporations, conferences, conventions, organizations, schools and colleges, professional groups, churches, special interest groups and many other types of groups and organizations.

Now, let’s take a look at an example of a possible small marketing plan that uses public speaking. Imagine if a financial planner started by giving a 30-minute speech each week to different groups with an average attendance of 50 people per group. In a period of 50 weeks, you would have spoken to 2,500 people. Also, you would have the chance to answer their questions and shake hands with them. Just imagine how many potential new clients and customers you might attain from giving 50 speeches each year about your products or services.

Also, you might acquire many referrals as you start speaking to a variety of groups and organizations. Furthermore, this is just a starting point. Many ambitious financial planners with large financial goals can start giving 50 to 200 speeches each year and they can start speaking to much larger groups.

So, you might be wondering, why isn’t everyone using public speaking to get more business? Well, there are two main obstacles that keep people from using public speaking. First, public speaking is a very common fear for most people. The second obstacle is that most of us were never told that public speaking is a great marketing tool for attracting new customers. So, as a result, we never bothered to learn how to use public speaking to gain more clients.

But, there is good news. We can learn to conquer these two obstacles.

When I coach many kinds of business people in my seminars and teleseminars, I use what I call the “Four-Step Plan.” All four steps are very important if you want your public speaking to be successful.

Step No. 1: Know Your Reason or Goal for Becoming A Public Speaker. Think about the specific goal that you want to achieve by giving speeches. For example, you might want to get 100 new clients or earn an extra $100,000 in the next year. Now, each person may have their own goal, but make sure that you have a specific goal to aim for. Having a specific goal will motivate you to put in the effort required for making your public speaking successful.

Step No. 2: You Must Have a Slow and Safe Way To Practice Public Speaking. Since public speaking is a very common fear, you’re going to need a slow and safe way to build our confidence as speakers. This can be accomplished in small supportive groups or seminars, where people can practice giving speeches at their own pace.

Step No. 3: Be Willing to Use Public Speaking All The Time. Here, you have to decide if you’re willing to use public speaking on a regular basis. For example, if you give one or two speeches each week, you’ll discover that you have given between 50 to 100 speeches in a 50-week period. It’s this kind of commitment that will make public speaking an effective marketing tool for getting new clients and customers.

Step No. 4: The Business Side of Public Speaking. This involves learning how to make public speaking profitable by: getting paid to speak, giving free lectures in order to get new clients and referrals, getting speaking engagements at local community groups, business groups, associations, corporations, conferences, conventions, organizations, schools and colleges, professional groups, churches and many other types of groups and organizations. You will also start developing a strong “pitch” that will get groups interested in having you speak on your financial topics.

Overall, it’s important to know that public speaking can make you a well-known financial planner. It is also a great way to put you in front of many potential new clients. Finally, you will also have the chance to speak at a variety of groups and organizations that have the ability to make many referrals to you.

Edward Martin

Dr. Edward Martin is a public speaking and marketing consultant. He offers seminars and teleseminars on, “How To Attract New Customers And Clients By Using Public Speaking.” For more information, call Dr. Martin at 818-314-2054 or email him.

 


1 Comment

5 Steps to ‘Connecting the Room’

One of life’s simple pleasures for me is something that others might dread: public speaking. For more than 20 years I’ve had the honor and privilege to speak in front of a wide range of audiences—investors, financial advisers, insurance agents and wholesalers.

A rookie financial adviser client of mine explained that he had held his first seminar and it had resulted in setting several appointments with qualified prospects. However, he was disappointed overall because he said that the audience barely said a word during his entire presentation. Even when he would ask them a question or attempt to interact with them, the room was silent.

If this has ever happened to you, please know that it happens to most speakers at some point in their careers. To combat that challenge, I’ve developed a solution that I refer to as “connecting the room.” If you apply this technique, I’m pretty sure you will never just hear crickets during your presentation again.

The following is a step-by-step process for connecting the room.

Step 1: Ask Strategic Questions

It’s no secret that the audience tends to be more engaged at listening when you ask them questions. That’s why it’s important to map out your questions prior to your presentation so that you have a strategy ahead of time.

Typically, I tend to start off a new subject with a question. An example of this was years ago when I prepared one set of questions for each section of my presentation. Instead of reading the Power Point slide titled “Inflation Eats up Your Purchasing Power,” I simply asked a strategic question to the group of retirees, which was, “How many people here paid more for their last car then they did their first house?”

Step 2: Get the Audience to Take Action

Another great way to help the audience connect with one another is to collectively ask them to take action by raising their hand. After I asked the earlier question, I paused and said, “Let’s see a show of hands of who can relate to that. Please raise your hand if you can.”

Immediately, several hands went up.

Step 3: Make a Connection

Next, pick out one person who seems to be paying attention or actively listening so that you can ask them to tell their story to the crowd. Ask, “What is your name?” then simply turn the dialogue over to them by saying something like, “Joe, when did you buy your first house? What type of home was it (ex: rambler, townhouse, split-level, etc.)? Was it here in town or somewhere else?” Let this individual share the limelight for a moment then continue asking a few more questions. Examples might be, “What was the biggest purchase item aside from your home that you bought?” and “Do you think you the prices for items like that will continue to rise?” Your final question should be a closed-ended question which elicits a “yes” or a “no” so you can emphasize your point. Finish the interaction by thanking the person, “Joe, thanks for sharing! Who here can relate to Joe’s story? Let’s see a show of hands.”

Step 4: Connect the Room

Usually a group tends to listen more intently when a speaker is dynamic and uses dialogue, versus a speaker who is static and utilizes a monologue. If you sprinkle in interactions throughout your presentation, your audience will be waiting for them. Use as many as you can—as time permits—to solidify your messaging and to strengthen your connection with those in the room.

Step 5: Make Your Point

Before moving on from one topic to another be sure to ask a summarizing question. Here is an example, “Does anyone know why things are more expensive today than they were when you bought your first house?” Let someone offer an answer and then explain your point of view. You could say something like, “The reason things are more expensive is because inflation eats up your purchasing power!”

Transitioning from one topic to another is often the best time to engage with the audience and have the group collectively relate to each other. Be sure your questions are catered to the demographic to which you are speaking and that the questions support your point of view.

Why Connecting the Room Works

When you use this technique, watch what happens to the people in the room, they speak more freely and are more apt to want to speak with you afterwards and hopefully they are on their way to becoming one of your clients. If they feel comfortable then they feel connected!

To schedule a complimentary 30-minute coaching session with me at, email Melissa Denham, director of client servicing at Advisor Solutions.

Dan Finley

 

Daniel C. Finley
President
Advisor Solutions
St. Paul, Minn.