| 1. Persistence in the face of resistance | | | | There is no excuse for not familiarizing yourself |
| Even if your booking agent is financially rewarded | | | | with the challenges facing an organization before |
| for her efforts, she is going to need persistence | | | | you make your call. If you lead with questions |
| to create the momentum necessary to build | | | | such as, "I read last week in the New York Times |
| name recognition for the speaker and generate | | | | that your company is merging with XYZ and |
| interest. And the speaker is going to need a | | | | eliminating 1,300 jobs by the end of next year. |
| tremendous desire to sustain the system | | | | Are you planning to address the issue of |
| necessary to create consistent bookings. There | | | | 'maximizing your influence and production in a |
| are elements of the booking process that can be | | | | transitioning workplace' at your annual conference |
| pleasant, but the motivation to continue contacting | | | | next year?", you will attract the prospect's |
| prospective buyers in the face of constant | | | | attention more readily than if you lead with, "I'm |
| rejection is a key factor in conveying a clear, | | | | calling to find out what issues you are going to |
| enthusiastic inquiry from your agent to the | | | | address at your conference next year." They |
| meeting planner. | | | | may not hang up on you after that statement, |
| 2. Crystal clear clarity on the speaker's specific | | | | but they'll want to. |
| value to the organization | | | | The booking agent that makes an inquiry relevant |
| What exactly is your speaker's expertise? What | | | | to an organization's needs is much more |
| is it that distinguishes him/her from all other | | | | impressive than one who calls to talk about the |
| speakers in the same field? The speaker and the | | | | professional speaker they represent. |
| booking agent need to talk about this until it is | | | | 4. All available knowledge of how to position your |
| clear. In all of your collateral materials and on your | | | | speaker and attract customers |
| website, your brand should be obvious. When you | | | | Online marketing, email acquisition, getting |
| are calling a prospect for the first time, you have | | | | published in industry publications, the use of media |
| less than 20 seconds to get state your | | | | as a tool for expanding your brand and a |
| uniqueness, your value to their audience and | | | | multitude of smart, hip, Internet marketing |
| pertinent third party endorsements. | | | | campaigns are all critical in establishing your |
| Write your Unique Selling Proposition (USP) or your | | | | credibility as an expert. |
| "I am, I do" statement. One of the reasons that | | | | Among the education that a speaker must have |
| speakers and their agents have a hard time | | | | to create marketing leverage is the latest |
| reaching human beings is that they cannot get the | | | | technology. This changes almost weekly. You |
| speaker or the agent to generate interest by | | | | must stay in touch by telephone but building your |
| stating impressive facts, third party | | | | database of clients in your target market is the |
| endorsements and inquiries that cut to the chase. | | | | gold in a speaker's business. |
| It's also one of the reasons that some | | | | Entire presentations can be designed following "ask |
| organizations prefer working with bureaus, who to | | | | campaigns" designed to determine the needs of a |
| some degree, are impartial about speaker | | | | particular group. |
| selection. | | | | 5. A daily system of contacting the buyer and |
| When introducing a speaker, always begin with | | | | staying in touch |
| this clarifying identification. Avoid adjectives and | | | | The key to the success of any business is |
| subjective descriptions, for example, "He's an | | | | systematizing the process. That does two things: |
| amazing speaker; She's an incredible speaker"; | | | | it eliminates unproductive activities and two, you |
| He's really talented." Those phrases are an endless | | | | are not subject to the tyranny of the urgent. |
| source of irritation. | | | | For instance, if you do not have any web inquiries |
| 3. A general to specific knowledge of the | | | | or call-ins, call a minimum of 50 prospects a day |
| organization before you make contact with your | | | | to create at least 10 qualified prospects. Identify |
| organizations in your target market | | | | someone that can hold you accountable at the |
| You have instant access to some of the most | | | | end of the day. Share your successes and your |
| current information about any organization by | | | | progress with someone who can inspire you, |
| utilizing the Internet. | | | | rather than a co-worker or family member who |
| Do your research. You should know something | | | | criticizes you. |
| about the organization and their present | | | | Tracking, accountability and follow through will |
| challenges. If the speaker does not offer solutions | | | | make the difference in your and your competition. |
| to at least three of the top five challenges, you're | | | | It will help you to modify what does not work, |
| wasting your time and their time. You have | | | | give you clues to what scripts to improve and |
| precious little time to adequately describe the | | | | keep you on course to be a top producer. |
| speaker's value to the meeting planner. | | | | |