How to Market Yourself for Speaking Engagements

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We all know marketing, especially for yourself, is not an accountants’ strong point. But what if you stand in front of a group of people, telling them something they would otherwise have to pay to learn?

Said speaking engagement could easily net you client interest, but there are drawbacks. Say you get invited to speak by an organization, they often choose the date, time and length of presentation. They might be fussy about topics, but you can work through that. You are investing your time, but you won’t necessarily get paid for appearing. Still there is an upside as well, if you go about it the right way.

10 Easy Steps to Getting the Right Speaking Engagement

Why 10 steps? You are an accountant. You want to be thorough. So here's what you should try in order to get speaking:

Step One: Determine if this a good fit for you? If your greatest fear in life is speaking in front of groups, find another strategy. If you secretly wanted to be an actor on stage, keep reading.

Step Two: Think about local community groups that hold regular meetings and feature guest speakers. Build a list.  Your church or religious organization might fit. Service clubs too. What about homeowners associations? The local chapter of your alumni association? Don’t forget local libraries, get creative.

Step Three: Align the type of person you want as a client with the organizations most likely to attract them. Review your list, culling out the groups that don’t fit your profile. If you want small business owners as clients, the chamber of commerce might be an obvious choice. You want to be a member before asking. A medical society is a good fit for CPAs focusing on medical practices. The clubhouse in a retirement community probably doesn’t attract the prospects you want.

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About Bryce Sanders

Bryce Sanders

Bryce Sanders is president of Perceptive Business Solutions Inc. in New Hope, Pennsylvania. He provides high-net-worth client acquisition training for the financial services industry. His book, Captivating the Wealthy Investor, can be found on Amazon.com.

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Aug 22nd 2018 17:46

I am often asked to speak before business groups. I do it but I am dismayed at the deer-in-the-headlights look I get. No one wants to "talk" about taxes, they only want to hear it - and only good news, thank you very much. I have been trying some new tactics to get involvement and a positive outcome. I almost always obtain a new client, or two, or three.

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to whatever
Aug 22nd 2018 21:06

Thanks for commenting on my article. I'm glad you add one or more clients each time you speak. You bring up an interesting problem, lack of engagement. Its likely people think of taxes as a necessary evil. It sounds like you have a strategy. Have you tried approaching it from "what activity does the government want to drive" and how they make changes in the tax code to encourage that type of behavior? That also helps the companies supplying that products or service. Although I'm not an expert, an energy tax credit for solar panels gets more panels installed on residences, decreasing reliance on fossil fuels and increasing power generated from solar (at least marginally). But it also creates a market for companies to sell and install solar panels. That would be an example of how changes in tax policy drive business activity.

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