Like many of you, I have been on more then one speaking engagement, where the people in the room, although well intentioned, were not the decision makers my message was meant for, or were not the money holders I needed to influence to gain greater access into an organizations speaking opportunities. Because, this is often the case, presenters who master the art of up-selling, or getting the next speaking engagement with the participant’s boss, are the ones who ultimately gain long term success. The following are five things I have found help create the opportunity to meet with the boss.
- Get To The Real Reason They Are There. If the participant sitting in front of you is not the decision maker you need to reach, then there is some reason they are there and their boss is not. It could be that their boss, just is not the type that seeks out these sort of presentation opportunities. Or, perhaps the boss sent them to determine if the presentation was worth sharing. I have also run into more then one participant who is at my presentations, because the real decision maker thinks the participant needs to brush up on their skills. The classic retraining candidate. Understanding the real reason each of your participants is the one sitting in the room with you, will give you much needed insight into how to get them to help you get the next, bigger gig.
- Make Solution Based Statements-Fundamentally, the participants you have in your presentation, are looking for some sort of solution to solve a real or perceived dilemma. Make sure when you are speaking you are phrasing your summary statements as solution statements. Help define for your participants what they are getting out the presentation. This will start to spark interest within them to want to create even more solutions, by introducing your concepts to a greater pool of people. People love to “share” what they have learned, if only to demonstrate to others they have “learned” something.
- Create a Mutually Beneficial Relationship-Your best entry into the next presentation with the boss, is through the participant you have in the room with you now. In order to get them to help you get the big presentation, you have to make it mutually beneficial for them. They need to believe they will either be seen as smart for sharing your services, or perhaps even economical or a problem solver. Find out what they want in terms of recognition from their boss and help them see how introducing you and your presentation to them will help the participant get it.
- Generate the Suggestion-Most often the participant in the room is not even thinking about telling their boss about you and your services. It has not even crossed their mind. If you want them to think about it, you have to tell them to think about it. Be bold, make the suggestion.
- Make the Attendee Look Brilliant-The number one reason the participant in your current presentation would suggest you to their boss, is because they believe you have made them look smart or more capable. They will often provide the door into the boss, because they feel obligated to do so. Its the classic you scratch my back, I’ll scratch your back scenario.
So what do you think? Please leave a comment below with your experience after trying out any or all of these 5 Upsell Skills for Presenters and Speakers.
