The biggest issue most professionals face is not a technical matter or anything related to their client work. It's the constant worry over where their next client is coming from.
Speaking in public and running seminars can be a hugely effective way for professionals to attract and win new clients.
Why does running seminars and giving presentations have such a high impact as a business development approach?
In essence, professionals are hired for their expertise. Of course, what clients really want is their problem solved. But the reason they hire a professional to do this is usually that they don't have the expertise themselves to solve the problem.
One of the biggest challenges professionals face in marketing and business development is how to prove they have the expertise clients are looking for. It's no good claiming you have it - anyone can do that. And everyone has a myriad of references and testimonials.
By far the best way to prove your expertise is to demonstrate it. And a great way to do that is to do presentations or run seminars in a topic relevant to what your clients are looking for. That way they get to see that you really are an expert. And they get to see you in action and get a feel for whether they would be able to work with you.
However, it's not for everyone. Some professionals would rather run a mile than give a presentation. And organizing presentations can be very challenging. It takes time and effort - and it's often very difficult to get the attendance needed.
One useful approach is to "piggyback" on pre-existing events such as networking groups or events run by Professional Associations. You have a regular audience - and these groups are usually desperate to get good speakers for their events.
But please: do the world a favour and only use this approach if you can genuinely give high quality talks. We've all been in the audience for those awful seminars where the presenter drones on and on and reads through bullet point after bullet point. make sure that's not you. Make sure you prepare well, rehearse thoroughly and get independent feedback on your performance. If needed, get training or coaching, or join a local speaking club such a Toastmasters.
Speaking in public and running seminars can be a hugely effective way for professionals to attract and win new clients.
Why does running seminars and giving presentations have such a high impact as a business development approach?
In essence, professionals are hired for their expertise. Of course, what clients really want is their problem solved. But the reason they hire a professional to do this is usually that they don't have the expertise themselves to solve the problem.
One of the biggest challenges professionals face in marketing and business development is how to prove they have the expertise clients are looking for. It's no good claiming you have it - anyone can do that. And everyone has a myriad of references and testimonials.
By far the best way to prove your expertise is to demonstrate it. And a great way to do that is to do presentations or run seminars in a topic relevant to what your clients are looking for. That way they get to see that you really are an expert. And they get to see you in action and get a feel for whether they would be able to work with you.
However, it's not for everyone. Some professionals would rather run a mile than give a presentation. And organizing presentations can be very challenging. It takes time and effort - and it's often very difficult to get the attendance needed.
One useful approach is to "piggyback" on pre-existing events such as networking groups or events run by Professional Associations. You have a regular audience - and these groups are usually desperate to get good speakers for their events.
But please: do the world a favour and only use this approach if you can genuinely give high quality talks. We've all been in the audience for those awful seminars where the presenter drones on and on and reads through bullet point after bullet point. make sure that's not you. Make sure you prepare well, rehearse thoroughly and get independent feedback on your performance. If needed, get training or coaching, or join a local speaking club such a Toastmasters.
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For more articles, tips and videos on how to Get More Clients for your business visit Ian Brodie's blog and learn more Business Development Strategies for professional services.
