By Ed Rigsbee, CSP, CAE |
As a seasoned professional in the speaking industry, I’ve learned that the key to success lies not just in what you say on stage, but in how you position yourself to get there in the first place. Speaking at trade association and professional society meetings is a goldmine for getting in front of business and corporate decision makers. But how do you crack this code? Let me share with you the insider secrets I’ve gathered over years of experience and show you how to leverage the power of association speaking to skyrocket your career.
The Gateway to Association Speaking: State Societies of Association Executives
If you want to make a big splash in the association speaking world, you need to start by thinking strategically. One of the most efficient and effective ways to do this is by targeting state societies of association executives (SAE) events. These annual meetings and other gatherings are where the real magic happens.
Picture this: you’re standing in front of a room filled with hundreds of association and society executives. These aren’t just any audience members – they’re the decision makers who select speakers for their own organizations’ meetings. It’s like having a backstage pass to the entire association speaking circuit.
How To Get On the Program
Now, you might be wondering, “Ed, how do I get my foot in the door?” Well, I’ll let you in on a little secret. Most state SAEs have an online request for speakers form. It’s your ticket to the show, so don’t overlook it. Fill it out thoroughly and professionally – remember, this is your first impression.
But here’s where real insider knowledge comes in handy. If you want to take it a step further, speak at the association meeting for the state SAE executive directors themselves. Their association is called the Association Societies Alliance (ASA). This is like hitting the motherlode of networking opportunities.
Capturing Attendee Information: The Rigsbee Method
Once you’ve landed that coveted speaking slot, your next mission is to capture attendee information. Now, I know there are trendy new methods out there like Talkadot. If that’s your cup of tea, by all means, use it. But let me share with you my tried-and-true method that’s been working wonders for years.
Instead of handing out materials at the beginning of your presentation, wait about 10 minutes in. By this time, you’ll notice people furiously scribbling notes. That’s when you make your move. Say something like, “Let me make your life easier. Give me your card after the presentation, and I’ll email the presentation PowerPoint to you.”
This approach is golden for several reasons:
- It’s non-intrusive and adds value to the attendees.
- When they give you their card, it’s implicit permission to contact them.
- It sets the stage for your follow-up strategy.
The Art of the Follow-Up: Turning Contacts Into Contracts
Now, here’s where the rubber meets the road. After a couple of weeks, it’s time to start making those calls. But remember, this isn’t a cold call – you’ve already established a connection. Here’s my five-question strategy that’s proven to be a game-changer:
- “Have you used the info from my workshop? If so, how?”
- “Have you accessed my article bank?”
- “Did you join the LinkedIn Member ROI group?”
- “Is there a possibility that we might do business sometime in the next 12 months?”
- “Would you be willing to recommend other association executives that I should contact?”
The brilliance of this approach lies in its structure. The first three questions are non-aggressive and put the executive at ease. They’re focused on providing value and building rapport. Once you’ve got them relaxed and engaged, that’s when you slide in those last two “selling” questions.
The Payment Conundrum: When Free Can Be Valuable
Now, let’s talk about the elephant in the room – payment. Sometimes you’ll get paid, and sometimes you won’t. But don’t let that deter you. Remember, you’re playing the long game here. Even if you’re not getting a check, you’re keynoting in front of a couple of hundred association executives who can hire you for their meetings.
If you find yourself in a situation where payment isn’t on the table, here’s a pro tip: ask for a complimentary one-year membership in their organization. This doesn’t cost the SAE any money, but it’s worth its weight in gold for you. Why? Because it gives you access to the SAE’s entire membership list. That’s a treasure trove of potential clients at your fingertips.
Maximizing Your Reach: The Vertical Selling Strategy
When you’re reaching out to these association executives, it’s crucial to think both up and down the vertical. This strategy can exponentially increase your speaking opportunities.
When talking to a national association executive, don’t forget to ask about their chapters. Each of these chapters could be a potential speaking engagement. Conversely, when you’re speaking with a state association executive, inquire about how to connect with their national organization.
This approach allows you to create a web of connections throughout the entire association structure, maximizing your exposure and opportunities.
The Power of Persistence and Professionalism
As you embark on this journey to dominate the association speaking circuit, remember that persistence is key. Not every contact will turn into a contract immediately, but each interaction is an opportunity to build your reputation and expand your network.
Always maintain a professional demeanor, even when you’re not on stage. The association world is surprisingly small, and the world travels fast. Your reputation off-stage can be just as important as your performance on it.
Conclusion: Your Roadmap to Association Speaking Success
By following this insider’s guide, you’re well on your way to becoming a sought-after speaker in the association circuit. Remember, it’s not just about delivering a great speech – it’s about strategically positioning yourself, building relationships, and providing value at every turn.
From targeting state SAE events to mastering the art of follow-up, each step in this process is designed to help you book more gigs and establish yourself as a go-to speaker in the association world. So go ahead, put these strategies into action, and watch as your speaking calendar fills up with high-quality, career-boosting engagements.
Remember, in the world of association speaking, it’s not just who you know – it’s who knows you. Now get out there and make yourself known!
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Ed Rigsbee, CSP, CAE, known as “The Association Guy” in National Speakers Association circles, is a respected authority on selling to associations. He serves as the Executive Director of Cigar PEG and co-founded the Association & Society Speakers Community. Ed is the co-author of “Booked! The Insiders Guide for Speakers Selling to Associations,” drawing from his extensive experience in the field. His expertise is further validated by his dual credentials as a Certified Speaking Professional (CSP) and Certified Association Executive (CAE). Ed’s deep understanding of the association world and his innovative strategies for speakers have made him a go-to resource for those looking to expand their presence in the association market.
