BUSINESS
MELINDA MYERS
Build your speaking business
PHOTOS COURTESY MELINDA MYERS
I f you are reading this column , you are currently speaking on gardening , nature , communications or social media , and want to grow your business . Or , you are just getting started with speaking gigs . Either way , here are a few things to keep in mind as you grow this portion of your business .
First , evaluate how speaking fits into your overall business plan . Is this a major source of income , or is it a way to promote the sales of products , books and other services ? This can help you determine your audience and fee , as you focus your efforts on accomplishing your goals .
BUILDING SKILLS
If you are just starting out , look for opportunities to hone your skills as a speaker . Master gardeners , garden clubs and business groups are always looking for speakers , but they have limited or no budgets .
Though the dollars won ’ t be pouring in , you will be building your skills , reputation and network . This is an investment in your future .
Melinda Myers suggests one way to boost the number of speaking opportunity is to expand or tweak your list of topics .
EXPAND YOUR GIGS
If you have some experience as a speaker but want to expand this part of your business , consider a few of these suggestions :
• Let people know you are looking for more opportunities and ask for referrals . Fellow speakers and groups you have presented to are a great place to start . This often happens naturally , when members of the audience approach with future opportunities . Just be sure to follow up . Or , when speakers perform well , they are often asked to recommend others for future events .
• Talk to others in the profession or visit their websites . Find out what they are doing and where they are speaking . Most groups rotate speakers , so you will not be stealing business from your colleague . If they are good , they will be invited back .
• Join several speakers bureaus such as Great Garden Speakers . This is an easy way to let groups looking for a speaker find you . Plus , Great Garden Speakers allows your audience to post comments on your presentations . So when you receive rave reviews in person or writing , don ’ t be afraid to ask them to submit these comments to your profile .
HIGHLY EXPERIENCED
And for those who have lots of experience but are looking for new opportunities , consider the geographical area you want to target . Can you expand into new areas or find new opportunities within the gardening region you prefer ?
Expand your list of topics . Perhaps it is tweaking what you already speak about to add an updated look , a different twist or to fit into current trends .
And consider non-gardening audiences . They often have more money to spend on speakers . Health care , community service organizations , women ’ s expos and more can increase your opportunities .
DETAILS
Now down to the nitty gritty of setting your fee , promotional expenses and contracts .
This is your business , so you need to cover your time and resources spent in creating the talk , promoting it and traveling . If you are losing money with no plan to turn things around , you need to evaluate how you are doing business and your fee structure .
You also need to know what the market will bear . This does not mean underselling your services , but helping organizations see the added value you provide . Does your appearance provide PR and additional media opportunities , or can you help promote the group or event through your website , Facebook or other outreach efforts ?
Despite all the added value , it may still be up to you to help them afford your fee . Is there a local sponsor , or one of your partners that can cover some of your costs ? Perhaps the group could sell your books and keep the profits to offset some or all your fees . Some speakers stay at the home of one of the group ’ s members to save the group travel expenses . Or , offer to speak twice for one and half times your normal fee . This saves them money on a second speaker and you make more money at one location .
And don ’ t be afraid to put a contract in place . My attorney taught me , “ A good contract makes for a good partnership .” Spelling everything out in writing ensures a clear understanding of what each party is responsible for in making the experience successful for all concerned .
So take a bit of time to evaluate how you are currently operating this portion of your business and what you can do to expand your opportunities and enjoyment .
Former GWA National Director Melinda Myers is horticulturist , award-winning author , television and radio personality and popular speaker .
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