How to get more customers via public speaking
Next you need to decide where to do your presentations. Often you can have the speaking event right at your business location. If your store is small or not conducive to hosting a gathering, you could use a room at the local library or reserve a meeting room at a restaurant—both of which are relatively low-cost options. Also, look for local Meet Up group or clubs that attract your target audience, such as mom’s groups, yoga clubs, sewing circles, book clubs, or any other organized gathering of like-minded people. It’s common for these groups to bring in speakers a few times a year. If your message would resonate with a particular demographic, offer your speaking topic to the group.
If your topic is geared more for business to business customers, then investigate your local Rotary Clubs, Chambers of Commerce, and BNI Chapters. All of these organizations have regular weekly or monthly meetings where they bring in speakers from the community.
Finally, contact other local businesses that are complimentary to what you do and offer to speak to their customers. For example, if your company does pest extermination, contact a plant nursery and offer to do a seminar for their customers on environmentally friendly pesticides, thus introducing the pest extermination company to a new source of business. Think of other companies that are not direct competitors with you and whose customers would be a good match for your company.
One of the best ways to increase the number of people who attend your speaking events is to promote it to your current customers. Make sure you get email addresses from your customers so you can email them a monthly newsletter, coupons, and announcements of your upcoming seminars. Also, post the event information on your social media channels, and put up signs around your business about the next presentation. If you’re not charging admission to the event, you may be able to put an announcement of it in the local news media under the Community Events or Community Happenings section.
Of course, email and social media can only get you so far when it comes to promoting your events. Studies show that each day, more than 294 billion emails get sent. The sheer amount of information people are being bombarded with is overwhelming. So while email and social media are great tools to reach people, if you really want to reach people, then you need to start using one of the oldest marketing tools available: the telephone. Have your employees call your customers and extend them a personal invitation to attend the speaking event. When you talk with someone rather than just send an email, you develop rapport and gain their attention faster than any email message ever could.
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