How to get more customers via public speaking
All business owners want more customers. The question is, how do you attract them? Advertising can be expensive, and traditional marketing techniques may take a long time to show results. Fortunately, there is another option.
Did you know that as a business owner or professional in your field, you are also an expert? And, did you know that people (a.k.a., potential customers) want to learn from your advice? That’s why it makes sense for you to share your knowledge by giving informative presentations on your area of expertise.
Before you let your self-doubt creep in and proclaim, “But I’m not a speaker!” rest assured that people aren’t expecting a high-tech motivational event. They don’t expect eloquence or even flamboyance. They simply want some targeted information that can help them improve their business or their life. And chances are, it’s the same information you tell people via phone or in one-to-one interactions every day. When you can deliver those bits of information to a larger audience, you can get more business. Here’s how to do it.
Hone in on your topic.
Even though you may not aspire to be a professional speaker, if you’re going to market and brand yourself as an expert, you have to pinpoint some key speaking topics. To do so, think about the questions you commonly get from customers. Chances are those are great speaking topics.
For example …
- If you have a gardening shop, you can talk about how to grow an organic garden in your backyard … or the best plants to grow for your geographic area … or tips for getting the most blooms from your plants.
- If you own a dress shop, you can talk about how to dress for success … or ways to create a “mix and match” wardrobe … or the most flattering styles for various body types.
- If you own a furniture store, you can talk about home staging ideas … or easy ways to spruce up the look of your home … or how to pinpoint your unique decorating style.
- If you have a restaurant, you can talk about stocking a healthy pantry … or healthy eating tips … or do a cooking demonstration.
Whether you speak for free or get paid is not important. The idea is to get in front of your ideal buyer with some useful information. That’s how you get perceived as an expert. As legendary speaker Zig Ziglar used to say, “If you’re the one up there giving a speech, people automatically think you’re the expert.” All customers want to feel that they’re doing business with the best of best. Speaking puts you at that best of the best, expert level.