Your CEO has put you in charge of the annual conference and he told you to be sure that your book a keynote speaker who will bring the most bang for his carefully spent buck. Furthermore, he told you that he doesn’t want a speaker who is primarily an entertainer (sizzle); instead, he wants one who is a real expert with a powerful message (steak), who presents that message in an entertaining and motivational package. In short, he wants a speaker who will kick off the conference with a speech that will simultaneously energize, educate and entertain your attendees.

As you know, if you book a speaker who bombs the keynote, that negativism will echo throughout the rest of the conference. Pressure, you say? Don’t fret. You can certainly find the perfect speaker for your event and your attendees, if you avoid the seven most common mistakes and pitfalls that meeting planners make.

Mistake #1: Not Matching Your Meeting Objectives with the Speaker’s Expertise

Having a thorough knowledge of the needs and objectives of your audience is a must before you even begin looking for a speaker. For example, does your audience want to be motivated to action, or are they simply interested in being entertained? Perhaps they wish to be entertained, but also leave with a motivating message. You can determine the speaker’s strengths by viewing a video demo, checking references, and then matching those strengths to your meeting’s objectives.

Mistake #2: Not Choosing a Speaker Who Will Customize His/Her Speech to the Specific Needs, Objectives and Goals of Your Audience

Does the speaker have a “one size fits all” presentation or will the speaker customize and tailor the speech to match the needs and goals of your particular audience? A good question to ask yourself is, “Will my attendees feel as if the speaker really understood their issues?” Also, what kinds of actions would you like your attendees to engage in immediately after hearing the speech? In short, what specific goals do you have for your attendees to attain from this speech? Determining the answers to these questions puts you are in a great position to look for a speaker with testimonials from meeting planners and attendees that address these specific actions and goals.

Mistake #3: Not Doing Your Due Diligence in Researching the Speaker You Choose

Watch out for speakers “in transition;” that is, academicians, celebrities or athletes who have decided to try their hand at speaking or entertainers without any academic credibility, seeking speaking opportunities strictly based on their name recognition. Get a biography, and carefully research the references the speaker provides to you. Don’t take the speaker’s word for it. Call the references and ask the tough questions.

Mistake #4: Not Choosing a Speaker Who is Widely Regarded as a Bona- Fide Expert in His/Her Field

There is a wide range of professional speakers available, according to expertise, experience speaking, name recognition, best-selling authors, sports figures, etc. If you are looking for a speaker who is recognized for her/his expertise, look for academic credentials, membership in professional organizations (such as the National Speakers Association-NSA), awards and certifications. HINT: If the speaker is not a member of the NSA, ask why not? Make sure he/she actually meets the requirements of membership in NSA.

Mistake #5: Not Getting a Clear Understanding of Your Speaker’s Style

There is no substitute for actually observing speakers in person. That way you will learn exactly what you do and don’t like, in order to determine if this is the right speaker for your audience and your goals. Obviously, this will normally not be possible, so the next best thing is to view the speaker’s video, preferably filmed in front of a similar audience to yours and, again, contact the references provided.

Mistake #6: Not Choosing a Speaker Whom You Can Speak With Directly In Making Your Decision and Planning Your Program

Many professional and celebrity speakers are so busy (or arrogant) that they have a staff to deal with meeting planners. I have heard some say that they have their staff do all of the planning, writing, etc. and they just show up and deliver the speech. Would you and/or your committee feel comfortable not being able to coordinate your plans directly with your speaker? Wouldn’t you want to be sure your speaker understands your needs, etc.? Wouldn’t you want to get a feel for this person over the phone before the presentation takes place? Most planners prefer direct discussions with the speaker and my belief is that all speakers should make themselves available to put the planner and committee at ease prior to the booking. You may also want the speaker to mingle with your people the evening before the speech. Speakers who balk at this or try to charge extra should be avoided!

Mistake #7: Not Hiring a Speaker Who Will Unconditionally Guarantee Your Complete Satisfaction with His Work

This is a difficult one, because VERY FEW professional speakers offer such a guarantee. Explanations from speakers about why they do not guarantee their performances ranges from “You can’t please everyone” to “The meeting planner will say she/he was not happy, just to avoid paying me.” Having such a discussion with a potential speaker about why she/he does not guarantee their work should speak volumes to you regarding whether you want to hire this person, so go ahead and ask the question!

Avoid these 7 key mistakes and you should be able to book the perfect speaker for your event!

For questions or more information about hiring the perfect speaker for your event, call:

Jack Singer, Ph.D.
The FUN speaker
www.FunSpeaker.com
1-800-497-9880

Susan has been doing well in her sales career for many years.  She understands how to make cold calls, how to follow up on leads and referrals and how to offer excellent customer service.  Yet, she’s amazed at how much more successful her colleague, Michael, is, when she puts much more time and sweat into her work than Michael seems to do.  She wonders what is missing in her approach.

The key difference between Michael’s and Susan’s approaches is the fact that Michael has trained himself to be an “active listener.”He uses the sales T.R.I.U.M.P.H.S. model to not only to help him maximize his sales deals, but even when he is not “selling” anything, it is a powerful technique that helps him communicate effectively with his wife and teenagers,

This model works wonderfully for virtually any product or service that one is selling.

Here are the components of your sales T.R.I.U.M.P.H.S.:

T  Treat your client/customer with respect and value.  Developing rapport with the prospective client/customer is a crucial first step.  Smile, position yourself at the same level (sitting or standing, depending on what the client/customer is doing), and slightly lean toward him, maintaining eye contact.  Make sure your cell phone is on silent and you can give undivided attention to the customer.

 Listen to what the prospective customer is saying and don’t shuffle papers or start thinking about your response.  Just listen to her. Regardless of what the person asks, don’t fall into the trap of thinking you need to answer immediately.  It’s ok to say, “That’s a great question.  Give me a day or so to research our products to find the one that precisely addresses your question.” Some prospective customers can be long-winded, nervously asking a lot of questions, especially with expensive products.  Cutting off a speaker may lose you the rapport you need to develop.  Always give the speaker the courtesy of finishing a point before you interject yours.  Again, take notes so you won’t forget what you wanted to say.

R  Reflect the meaning of what your client is telling you before you actually respond. The best way to understand your prospective customer is to make sure you are listening carefully and the best way to do that is to reflect or paraphrase what you heard him say before you comment on it.  An example is, “What I’m hearing is that you are not certain that our product will serve your needs.”

I “I statements” are powerful.  As you paraphrase and reflect back what the buyer is saying, you can use “I statements,” which are very powerful.  For example, “I am getting the feeling that you are uncomfortable with this product and would like some other options.”  For you to start with “You” would be much more threatening for the buyer.   “You don’t like this product.”?

It is important to realize that by understanding what the listener is saying, doesn’t mean necessarily agreeing with him.  You are simply showing that you are hearing his concerns.  Example, “Fred, I hear your concerns because of your last experience with a similar product. Let me get the information you will need to make you feel better about this.” Always acknowledge the speaker and his position before voicing your opinion.

U Understand the needs and goals of your client/customer.  If you are genuine and sell quality products that will truly satisfy your customer’s needs and desires, the customer will trust you.  That includes not selling him the most expensive product if you believe it is not right for him.  Nothing gains their trust more than you being honest with him.  

M  Monitor the tone and mannerisms of the prospective customer.  Body language is so important that studies point out that only a small percentage of what is “heard” by a listener are the words of the speaker.  Most of what is “heard” by the listener is tone of voice, smiling, facial expressions, vocal inflections, etc. Watch for all of these indices of your customer’s mood and attitude.  You might even wait for a pause and make an interpretation of what you are sensing.  An example is, “I am feeling as if you believe that I am trying to force you to buy this product.  Is that what’s going on in your head, Alice?”

P Probe gently and with respect.  Your job is to try to understand what your prospective client/customer needs and how you can accommodate those needs.  The only way to show people that you have exactly the product to satisfy those needs is to ask gentle questions about their goals and hopes (related to your product). An example is, “If you could describe the ideal software to solve your business problems, what would you like it to do for you?”

H Help your client feel safe in the conversation.  For major purchases, such as insurance policies, automobiles and investment products, clients needs to feel safe discussing her specific money issues. Gently probing about personal and family situations that affect their pocket book requires them being able to trust you.  This entails ensuring confidentiality and showing genuine concern for their needs. If you expect them to share their biggest fears and insecurities, you must focus in on what they’re saying, be sensitive and assure them that you will help them to meet their goals.

S Summarize.  You’d be amazed at how much you show the speaker you are listening by frequently summarizing what you just heard. This will also help you to focus and remember what the speaker is telling you. If you have hit the key points in your summary, the speaker will feel validated and closer to you.  If you missed key points that he is trying to convey, he can inform you about that at this time. Practice this with friends and family.  It’s easy to get the hang of it and it really works!

Sticking to this Sales TRIUMPHS model will surely bring you your share of triumphs over your competition!

About the Author:

Dr. Jack Singer is a professional speaker, trainer and practicing psychologist. He has been speaking for and training Fortune 1000 companies, associations, CEO’s, sales staffs and elite athletes for 34 years.  Dr. Jack is a frequent guest on CNN, MSNBC, FOX SPORTS and countless radio talk shows across the U.S. and Canada.  He is the author of “The Teacher’s Ultimate Stress Mastery Guide,” and several series of hypnotic audio programs, some specifically for athletes and some for anyone wanting to raise their self-confidence and esteem.

To learn more about Dr. Singer’s speaking and consulting services, please visit this page or call (800) 497-9880.

Traditional sales training techniques ignore the biggest obstacle to sales success: Not recognizing and  taking control of the Internal Critic (the habitual pattern of negative thoughts) that lingers within every salesperson.

Here are four tips that you can use:

1. Understand the warning signs of your Internal Critic at work.

Self-limiting, negative and pessimistic thoughts (self-talk) inhibit your success. Examples are:  What if . . .,” “I hope I don’t . . .” “I should have said . . .” “The client won’t like me if . . .” “I always have problems with . . .” “I probably won’t be able to close this sale,”  or “I can’t believe how stupid I was to say that . . .”

Negative, messages that pass through your mind  immediately lead to muscle tightening,  rapid breathing, and perspiring. These  physiological responses are perceived as “stress.” When negative thoughts go  through your mind, make a fist (out of  view of the prospective customer) to remind you to stop thinking that way.

Take a few breaths, relax, and think  positively and optimistically. What you believe, you can achieve. Internal self-talk leads to beliefs (positive or negative), and beliefs lead to reactions. You need to believe in your products and in your ability to show customers why they need to purchase that product today. Once you believe in yourself and your
products, you are in a much better position to achieve sales success.

2. Give yourself positive affirmations —optimistic thoughts about your sales success, as if it’s happening today.

When you give yourself positive affirmations and imagine that these things are happening
right now, your subconscious mind wants to make them happen.

Here are examples:

• “I know my products and I will show my customers how these products are perfect for their situation.”
• “I know how to treat people so they will be open to my suggestions.”
• “My self-confidence as a sales person grows each day.”
• “I see myself breaking sales records each month.”

List 10 positive affirmations and say each one 10 times in the morning and 10 times in the evening, breathing slowly and visualizing the each affirmation happening now.

3. Visualize sales success before you approach potential customers.

Visualize yourself preparing for the sales call and feeling confident as you enter the room. Visualize the sights and sounds around you as you begin. See the customers smiling and nodding in agreement as you show them how your product will help them. Visualize yourself shaking hands with the client, closing the deal, and writing up the order.

4. Show them the power of goal setting.

You are 11 times more likely to reach a goal when you write it down. Write down short and long-term goals
that are specific and action-oriented. Ensure the goals are realistic. Next, visualize yourself feeling wonderful once you achieve that goal. Imagine it as if you’ve already achieved the goal. List ways in which you tend to sabotage yourself, and how you’ll stop that behavior.

Becoming an Inner Winner leads to sales success every time!

~ Bill Lockyer, Former Attorney General of California (1999-2006)

~ Janet McGillvray, Manitoba Phamaceutical Association

~ Tim Thalman, AON Corporation

~ Darlene Driver, IBM