Here are three of the strategies I gave Jamie to help her make her community presentations attract more counseling clients.
1. Prepare less.
Kind of paradoxical isn’t it? One would think that the more you prepare and the more information you give, the more you will be seen as the expert. While that might be true in some cases, it can actually be a turn off in others. Your attendees want to be able to connect with you on a human and emotional level. They want to connect with you as an equal. If you sound too professorial, you are likely to accidentally repel potential clients.
Plus the quantity of information you share is important. Jamie felt that she needed to share a lot of research on eating disorders. By sharing so much, I am afraid she overwhelmed her audience.
2. Facilitate and seed more.
Consumers today don’t want to be ‘talked at.’ They want to be invited into a conversation. Once again, it is like dating. If your presentation includes interaction with your audience – asking them their ideas on your topic, they will end up liking and respecting you. You are seen as approachable and that you care about them and their ideas. So asking, “What do you think about (your topic)? What works? What doesn’t work?” invites conversation. An added benefit is that it is actually easier for the presenter. My coach once told me that delivering a good presentation should be like sipping tea.”
Jamie might have been more successful if she shared some success stories. She could have shared a struggle one family had with an eating disorder, how she helped them and how well the family was doing now. This can be done in a very relaxed way when talking about “what works.” Seeding (sharing a success story about what happens when one works with the presenter) can be very effective and a great way to connect with your audience.
3. Use your feedback form.
While many presenters look to attract clients directly from the event, my idea has always been to get them into my keep in touch cycle. I then send them articles of value until they – one day – decide to hire me. But you can do either with a good feedback form. On the feedback form, invite the person to enter the raffle . (I give away a Starbucks card usually) But also have check boxes for two more offers: “Yes! I want to get your free report (title)” and “Yes! I’d like a free consultation to discuss (talk title here.)”
By having the three boxes to check, they have several options (of increasing commitment) to extend the relationship with you. They can simply enter the raffle and hope to be a winner. They can get into your keep in touch cycle by getting your free item (your ‘pink spoon.’) Finally, for those that are more interested, they can request a no-charge consult with you. (I recommend the consultation be the same length of time as your regular sessions and in the same place you work. So if you do mostly phone sessions, then over the phone is fine. If you do mostly in-person work, I strongly recommend the no-charge session be in your office. You will imprint the time and setting in them and you will do your best work.)
You may be wondering why I suggest you offer this at no-charge? If you have a full practice, then don’t offer the free consult. But if you are building and need more, then why not? However, I wouldn’t make it a policy to offer free consultations except when doing speaking events or unless you have a really good reason for doing so.
Jamie is going to try these strategies at her next presentation and will let us know how she does. Let me know what you think by leaving us a comment.
{ 9 comments… read them below or add one }
Thanks Casey for all the great information. I often struggle with presentation and your tips are helpful.
Thanks,
Vida
Have often wondered why most of my presentations have not resulted in clients and now I know that I over-prepared and lectured too much. Feedback form with a giveaway (sign-up) is a great idea.
Would it be legit to add them to your mailing list?
Thank you, Casey, for a very timely article. I’m doing a speaking engagement in Aug and plan to implement your ideas. Do you do the raffle for the gift card when you’re finished talking? If someone signs up for pink spoon, do you give them an option to join your stay in touch program on the form or do you just add them to your list? Do you send them to your website to get the pink spoon or do you just send it to them from the form? Sorry for all the questions but I’m really trying to make it work most efficiently. Thanks
Thank you for the very informative article. Like the idea of setting up a questions to engage the group rather then presenting information on the research in a given area..more personal approach. Also the ideas of keeping in touch.
Casey, as usual, great information. I appreciate the fact that you have a way of adding your own personal touch to things. Typically I pass around a sign up sheet, I love the idea of a raffle and the extra box for a consult. Thanks for passing this on. I will be building this idea into my presentation format.
Thank you for these helpful ideas, I shall certainly incorporate them into the talks I have lined up in the next couple of weeks. I especially value your comments about the importance of interacting with the audience, I found it really works if the whole experience is informal and relaxed, people are more responsive and open to engaging with you. Many Thanks Casey. Diane K. Trevena
Thank you Casey…your suggestions are great! I tend to err on the too much information side and can understand how people would feel too talked to and less understood.
What Jodi said.
Thank you so much for this article. I have been thinking about doing speaking engagements and just didn’t know where or how to begin. I really appreciate all the suggestions and plan to try out your ideas.