For those of you who have done some speaking in seminars and presentations, you know that sometimes you are doing great, you have the rapt attention of the audience and it goes really well. Other times, it may feel as if you bombed, you just weren’t making a connection.
One of the reasons why that may happen is because you didn’t have the right group. If an organization asks you to speak, you need to make sure you are in front of the right people. Find out:
- The number of people expected to attend
- The demographic profile of the audience
- A list of topics from previous presentations
The more you know about the group, the better you will be able to tailor your presentation, and you must avoid speaking to the wrong groups!
You should also remember that there are many different forms of speaking engagements. You could speak at a private client-only seminar where you invite a few of your clients or the clients of a referral partner. Or you could be part of a moderated panel discussion.
You can also utilize current technologies to host an online webinar or web conference where your PowerPoint presentation is what is seen on screen and you talk to your audience via a bridge conference call.
Next, your subject matter has to be educational. People do not want to hear legal jargon, they want practical, useful information without a sales pitch. Now, I can hear most of you thinking that you don’t want to give away the store! I don’t want to give so much information that they can just go do it themselves!
Look, there MAY be some who would try to do that, but they are not your clients! You want to target the people who have the money to hire an attorney so that they don’t have to do it themselves. You don’t want the tire kickers or the do-it-yourself crowd because they will beat you up on your price anyway.
You have to make sure you are targeting the right audience. And if you give a good, educational presentation, the right people will seek you out after the seminar to ask questions, plus in most cases you will be able to get the attendees’ contact information so that you can be ready to contact them later. If it is not you who is sponsoring the presentation, ask them to capture the attendees’ email addresses whenever possible, because as you will see in tomorrow’s post, follow up is the secret ingredient.
Becoming a Rainmaker: Business Building Strategies for Lawyers
Based on Stephen’s highly successful seminar series by the same name, this 3-audio CD program covers dozens of practical recommendations and step-by-step sales and marketing techniques for solo practitioners and small law firms.
More than 10,000 attorneys from law firms all over the country have experienced powerful results from attending the Becoming A Rainmaker seminar. It has been sponsored by more than 22 of the largest state and local bar associations.
In this information-packed audio program, you will discover:
- How to generate more leads by using education-based marketing
- The relationship between credibility, visibility, tangibility, and consistency
- How to position your small firm as an industry leader
- The importance of being perceived as a specialist
- Why most advertising is a waste of your money
- What to expect from a Yellow Pages ad
- The 3 marketing strategies that will produce 80% of your results
- How to influence the Know, Like and Trust factors
- Common marketing mistakes lawyers make and how to avoid them
- How to answer the question, "Why should I buy from you?"
- Specific ways you can set yourself apart from low-cost lawyers
- What to do with the 15% of the population that always buys on price
- Ways to attract your Ideal Target Market
- The 6 stage sales process you must follow for maximum success