How to get speaking engagements at associations, companies and conferences

Edward writes,

“I have given speeches at Rotary Clubs & Kiwanis groups. I want to know how to approach associations, companies, conferences, conventions, etc. – for speaking engagements. Also, should I offer free speeches at these groups in the beginning?”

Edward, thank you for asking the question!

And the answer is…. Yes.

Okay, let me say a little more about that.

Yes, you should offer free speeches to these groups in the beginning for three BIG reasons:

1. Free speeches build your name recognition.

2. Speaking for free gives you an opportunity to hone your delivery and your material until it ignites hearts and minds.

3. Free speaking can also be a gateway to other moneymaking avenues that stem from speaking, like private consulting, training, coaching or product sales.

But here’s news that may shock you: even after you’re “established,” you might also be giving free talks. Only now, they’ll be at the biggest, most prestigious events.

Gasp.

It may sound counterintuitive, but among the most successful speakers, there’s no hard and fast line between speaking for big fees and speaking for free.

Public speakers who use speaking to grow their business, motivate the masses or those who want to make a living of being on stage understand that sometimes, you’ll speak for free because it’s a smart return on investment.

Chris Widener, a personal development and leadership speaker who commands $20,000 a speech told Forbes he’ll “also speak – often for free – at large multilevel marketing conferences large where he sells a variety of products he’s created, including sets of CDs and DVDs, e-books, and hard copy books.”

His take home haul from those events is far north of $20,000.

And now let’s look at how things generally work in the Association/Company/Conference speaking world.

(As always, your mileage may vary.)

ASSOCIATIONS

Looking for the best way to kick off your association speaking tour?

Start locally.

When you’ve found an industry or association that’s a good fit for your speaking or training topics, offer to present to a local chapter first.

Then, once you’ve delivered a fabulous experience, chapter members will recommend you to other chapters and even to the larger regional or national organization as a speaker.

You see, association chapter leaders communicate and support other chapter leaders by sharing valuable resources…which could include you!

(Within each local chapter of an association, there are often several members who participate in organizing statewide, regional or national events, too.)

How to approach associations for speaking opportunities

You can reach out to these associations cold, and hope that your email and phone calls are persuasive.

And you can send big fat speaker kit packets and cross your fingers.

But I’ve found a different method to be more effective than the “spray and pray” approach.

Find someone in your network who knows someone in that organization:

• Email or call friends, neighbors, and colleagues, asking if they know anyone involved in the association.
• Ask people you meet at events if they know anyone in your target association.
• Look up the association on LinkedIn, which will often show if you have a second-degree connection to one of the association’s members.

Here’s why this approach works better than cold calling: people often ignore solicitations from strangers. After all, association staffers and volunteers are busy.

But a request from a friend or business colleague? That gets an answer.

Of course, if you just can’t find a “warm” connection, go in cold and heat it up! Follow these simple steps:

1. First, spend some time looking at the organization’s website, event calendar and social media to get to know the types of events it holds, topics covered and speakers.

2. Next, find the staff or board listing (in the case of a volunteer-run organization) on the website. Often, you’re looking for someone with Education, Programs or Events in their organizational title. If those are missing, go straight for the Director or President.

3. Then, craft your pitch. Don’t be salesy, but do include a clear description of your topic, your bio and why your topic is a good fit for the organization.

4. Finally, send it off to the organizational contact you found.

5. Follow up as needed. (That usually means two or three times at the most.)

COMPANIES

The process for getting speaking opportunities with companies is similar to working with associations.

Find your target companies. Then search your network (using the same process as you did with associations) for a connection to the company, who can then introduce you to the right person to hear your pitch.

If you can’t find a connection, approach local companies directly, often through their Human Resources, or training and development groups. (However, depending on your topic, you may reach out to specific departments, like Sales.)

Here, too, giving a talk or workshop that moves hearts and minds will go a long way toward getting you booked for multiple sessions, long-term training or with other organizations.

Bonus tip: members of associations are often employees of companies! Own the stage at that association chapter meeting first, and then ask the audience members to suggest companies and other organizations that could benefit from hearing your talk.

Another client includes this question on her presentation evaluation form.

CONFERENCES

Conferences range from one-time gatherings to recurring local, statewide, regional and national events, often organized by associations, companies and media partners.

Some conferences are organized informally, and seek speakers who are recommended by members and peers. (These are typically smaller events.)

Other events have a formal submission process, starting with a Call for Presentations or Call for Speakers. Speakers are typically vetted by a committee that evaluates submissions based on the event’s theme and desired topics as well as the speaker’s experience, reputation and speaking ability.

Pro tip #1: Event organizers know that getting bums in seats is much harder than it used to be.

That’s why some organizers prefer speakers with a large platform – speakers are expected to help market the event to their own subscribers and social media followers.

Pro tip #2: Don’t assume that bigger is better when it comes to getting paid to speak.

I’ve spoken at local, regional and national events from the same industry association. Here’s what happened at each:

• The local event did not pay a speaker’s fee, but I have gotten referrals for business from people who attended my workshop.
• The regional conference (a gathering of the members across 6 or 7 states) paid travel expenses and a small stipend.
• The national conference did not pay a speaker’s fee, nor did it cover travel expenses, contending that speaking at its national conference was an honor beyond payment.

Sad truth: The no-pay for session speakers policy is not unusual. In fact, it’s more common than not. While headliners like New York Times bestselling authors, top athletes, and newsmakers like astronauts, business and political figures may score $15,000 to $75,000 for a single conference keynote, breakout speakers are paid in “exposure.”

Just this week, one of my clients was asked to submit a proposal as a break out speaker for an upcoming national conference.

Here’s what she’d get, if selected:

“Presenter Benefits

• Opportunity to influence the practice of [industry] and to enhance the future of the profession
• Promotion of presenter’s credentials on the [Association] website, in Convention programs, and in print and electronic marketing materials including the [Association] 2016 Convention App
• Recognition of presenter’s subject matter expertise by [Association]
• Full complimentary registration to the 2016 [Association] International Convention & Expo in Philadelphia.

[Association] does not pay per diem, honoraria or expenses for session presenters.“

Is it a universal truth that conferences don’t pay breakout speakers? No, but the practice is common and new speakers are often surprised to learn that.

Your fame boosting assignment:

If you’re looking to share your brilliance by speaking at associations, companies and conferences, start by picking three targets.

This week, find your connection to the organization and reach out with a request to speak. (Feel free to get creative with the steps I’ve listed.)

I’m all kinds of fired up about you, superstar.