5 Things to Automate in Your Speaking Business

What if you could free up more time to work on that new keynote or that new book? What if you didn’t have to worry because you knew tasks were being taken care of, even while you are on stage at another event or possibly even taking a vacation?

There are many tasks in your speaking business that can be automated and systematized - giving you more time to focus on your speaking events while also allowing you to scale your business.

You will need a reliable software system to automate your business, but there are plenty of options available. Look for a system that fits the size of your business and allows you to build as you go.

Here are 5 areas you can systematize and automate in your speaking business:

Speaking Inquiry or Request

You have a form on your website, either on your Contact Me page or somewhere else for speaking inquiries. How much of that process do you have automated?

Whether you prefer to pick up the phone and call the prospect or would rather send them an email... either way, you need to automate that process so prospective speaking gigs don't fall through the crack.

Using your CRM marketing system, set up a follow up system where any time someone completes that form, the system either sends an automated follow up email OR sends you or your staff a task to pick up the phone to call them.

What if they don't answer the phone? What if they don't respond to your email? Make sure to build in a number of follow ups as well. Automate those follow up tasks and emails so that the system is reminding you as well as the prospect of where you are in the process of scheduling the event.

Once you have confirmed the event, you can have the system cancel any future reminders or emails to the prospect.

Sending Your Media Kit

Once you have confirmed your next speaking date, it is crucial to send a confirmation and your media kit to the organization who booked you. This kit should include not only your head-shot and bio for promotional purposes, but also your verbal introduction, any room layout requirements, audio-visual requirements and personal preferences.

This media kit can be sent in a pre-formatted email that fills in any event specific information using merge fields from your CRM. You can set up automation so that the minute you confirm the booking, you can mark that contact in your CRM as a confirmed booking and the email thanking them for scheduling along with your media kit is automatically sent by the system. No need for you or your assistant to spend time on this repeatable task.

Opt in from Stage

When do you think that an attendee at your event is engaging with you the most and is most likely to convert to a follower?

1. A few minutes before you take the stage when they don't know you or your value
2. While you are on stage speaking - offering them your nuggets of wisdom and providing them with extreme value that they can apply in their personal life or business
3. After the event, when they go back to their "normal day."

The answer of course is #2... while you are on stage speaking and providing them with extreme value. We all know that speaking is "selling you" and how better to do that when you have an engaged, attentive audience member. However, most speakers do not take advantage of that moment to keep the engagement going.

Provide your attendees a chance to opt in while you are on stage. You have 100% of their attention... reward it. Provide them with a bonus of value such as a checklist, or a workbook or something else directly related to what you are speaking about. Allow them to pull out their phones and text a certain number and code to opt in to get that gift. That way if they walk out of the room to get to their next appointment before you get a chance to connect with them, you have the opportunity to do so after the event.

Automate this process. There are a number of SMS systems that integrate with the various CRMs available. (I have used both PlusThis and SocialFuse)

Please note - we are talking about "opting in" from stage... not "buying" from stage. There is a huge difference. You want your attendees to opt in while you are on stage so they are added to your list and you are able to continue the conversation and continue providing them value through your long term nurture. That is how you convert a lead.

Post Speech Follow Up

So you are collecting business cards, having people opt in while you are on stage and interacting with folks after your talk. Then what? Are you following up with them?

Automate a follow up sequence that sends a "thanks for coming" email that night or the next morning to your attendees. Depending on the systems you are using, you may have to manually mark someone in your CRM as an attendee or your check in system may do that for you which makes it easier. (I use PlusThis for easy check in) Either way, be sure to send some automated follow up.

In addition to thanking them for coming, you can extend any offer you made from the stage or the back of the room, ask them to indicate their interest in a coaching package or get feedback on your presentation.

Don't stop there. Design a long term nurture process that keeps the engagement going so you stay at their "top of mind." Statistics show that it takes at least 7-10 "touchpoints" before a lead converts and most people stop after only 1 or 2 touchpoints.

Post Sale Follow Up

So an attendee purchased something from you at the event. It could be a coaching program you were offering, or a consult, or maybe a $20 book. What kind of follow up are you doing after that sale?

Start with a thank you email at a minimum... then continue to provide them value based on what they purchased. Did they buy your book? Then direct them to some bonuses that they get related to the book. Did they spend $5000 on a half day consult? Then provide them with follow up emails that indicate what they need to prepare for the consult and other items of value.

Of course, automate all of these emails with your sales and marketing CRM. They see you providing one-on-one attention and additional value. You see everything going out on an automated schedule that allows you to run your business while you focus on preparing for your next on-stage event.

Resources

The links below are referral links, but you are welcome to simply search for these companies online and not use the provided links.

• CRMs - There are a number of CRMs available these days and they all have different bells and whistles. These include Infusionsoft, ActiveCampaign, Ontraport, HubSpot and more. I personally use Infusionsoft and you can learn more about their sales and marketing solution here.
• SMS Systems - Different SMS systems integrate with different CRMs, so you need to know which CRM you will be using. I have used PlusThis and SocialFuse because of their integration with Infusionsoft.
• Check-in Management - I am a huge advocate of PlusThis' Easy Check In feature. It automatically marks attendees in my CRM as "attended" simply by scanning a QR code the attendee receives in their email. That then kicks off a number of different automation sequences we have set up. It is incredibly user friendly as well. There are other systems out there that you may want to investigate.