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Ten Questions To Ask
Before You Decide To Speak Professionally
By Vickie Sullivan
Professional
speaking looks glamorous and it is – for the hour or so that
you're in the spotlight. What you have to do before and after
those magical times in front of the audience might be a rude awakening.
Like show business, professional speaking is a volatile industry
that chews up and spits out talented experts on a regular basis.
So you really
want to be a professional speaker? Here are ten questions to ask
yourself before entering into the fray.
1.
Am I willing to sell more than speak?
In this crowded marketplace, you have to go out and GET the speaking
engagements…and between celebrities and free experts, that's
easier said than done. Be ready to spend more time getting the invitations
than you spend getting the applause.
2.
Can I/have I run a business?
If the answer is no, you could learn about critical concepts such
as “cash flow” the hard way. The boring stuff –
like financial statements, profit and loss reports, take on new
importance. Many speaking businesses experience peaks and valleys,
so don't count on constant revenue. Only the savvy survive.
3.
Am I OK with investing at least $50,000 up front?
The bootstrapping days in the speaking profession are over. Successful
speakers know that it takes money to make money, just like in any
other business. In addition to a business's usual start-up
expenses, be prepared to spend money up front for the tools you'll
need for marketing: positioning and strategy, brochures, demonstration
video, websites, etc. Everything adds up – in a hurry.
4.
Can I work well alone?
Speaking can be an isolating career. Very few speakers have large
offices and even fewer have water coolers. Creating a network of
peers is one of the best reasons to join the National Speakers Association
(NSA) (www.nsaspeaker.org) so you won't feel “all alone
out there.”
5.
How will heavy travel affect my personal life?
When your speaking business takes off, it's easy to let travel
take over your schedule and, therefore, your personal life. Unless
your spouse wants to be a single parent, make sure your speaking
schedule doesn't interfere with your marriage, your parenting
responsibilities, and your social life.
6.
What other kinds of skills do I need to have?
The days of running a “pure” speaking business are also
gone. You will need multiple sources of income such as coaching,
consulting, book sales, etc., to make a profit. Speaking fees alone
won't cut it, nor will speakers who can't write, coach,
or consult.
7.
How much am I willing to do pro bono?
Many speakers do lots of things to promote their speaking business,
including free speeches, free articles, free…anything. Part
of your marketing mix involves doing pro bono work to get your program
visible and talked about. Unless you are a well-known celebrity,
be prepared to give before you get.
8.
Can my network get me speaking opportunities?
Selecting speakers is a risky decision so many buyers play it safe
by sticking with pros they already know. If your colleagues have
seen you speak and like what you do, ask if they will refer you
to buyers when appropriate. These referrals might lead to breaks
that can build your business fast.
9.
Am I willing to invest in professional development?
Remember that old saying “Lawyers who represent themselves
have fools for clients?” The same concept applies to speakers
who consult and coach themselves. The best speakers know they must
continually work on their style, their stories and their business
strategy. And they don't even try to do it alone. Be ready
to pay for expert help – acting classes, performance coaching,
business strategizing – on an ongoing basis. Remember, you
get what you pay for.
10.
The most important question of all: Am I really that good?
Buyers who hire professional speakers have very high expectations.
There's no such thing as having an “off day.”
They expect professional speakers to have an effortless presence,
plus funny stories and provocative messages that don't come
from best-selling books. If you don't cut it, the market will
let you know in a hurry. (But not before you've spent all
that money on videos, websites, etc.)
Bottom
line: The professional speaking business is volatile, risky
and oh so much fun. So fasten your seat belt and get ready for a
ride.
Since
1987, Vickie K. Sullivan, President of Sullivan Speaker Services,
has generated millions of dollars in speaking fees, book advances
and ancilliary income for her clients. Sign up for her free market
intelligence at http://www.SullivanSpeaker.com
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