How to Talk Your Way Into Becoming a Recognized Expert, Part 2 of 2

I speak to bar associations big and small all over the country every year, and I can’t remember ever not having attorneys seek me out after the event to ask me how I could help them. In fact, some of my biggest clients have come to me that way. So I feel confident in telling you that nearly every time you speak, if you do it right, you can generate business as well as enhance your reputation as a recognized expert in your field of practice.

Of course, doing it right means following up.  In fact, the number one reason why people who speak at events don’t get the results they are after is because of their follow up -- or more precisely, their lack thereof.

You must develop your follow up strategy before you speak. So what kind of follow up works? Let me give you an example of what I am talking about.

Let’s say you want to follow up your presentation with a series of emails. So you would send out email #1 within 24 hours after the seminar, thank them for attending and perhaps even offer a free gift or a free report. The free gift could be a free half hour consultation where you will give them an assessment of their case or how you could help them. Or you might offer them a free audio CD.

If you choose to follow up by telephone, this is something you yourself should not be doing. It is something to outsource to your staff, but essentially they would be doing the same thing as in the email, thanking them for coming and offering a free consultation.

If you use this kind of strategy every time you speak, you will get much better results from your presentations – building your reputation as a recognized expert and getting new clients at the same time. 

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Austin Brister - January 12, 2014 12:50 PM

I enjoyed this two part article, but it hints at a suggested email #2. What is the suggested content and time frame?

Stephen responds:

Thanks for your question, Austin. If there is no response to your first email, your next email could provide a little more information about you/your firm and reiterate your offer of a free consultation. I would send this second email out a week after the presentation. If you have an e-newsletter, you should also offer to add them to your list so you can be feeding them useful information throughout the year, using this vehicle as a way to stay in touch.

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