Get in Front of an Audience to Get New Business

By Margaret Grisdela, President of Legal Expert Connections, Inc. This article is an excerpt from her new book “Courting Your Clients: The Essential Guide to Legal Marketing.” She can be reached at 866-417-7025 or mg@legalexpertconnections.com.

Speaking to an audience of prospective clients is one of the best possible ways to demonstrate your legal knowledge. You will be able to lay the foundation for a trusted relationship by providing valuable information on how to take legal precautions to protect a business or family, comply with regulations or protect a competitive advantage. Qualified prospects will be automatically attracted to you in this non-sales environment.

Speak at an industry conference

You know the conferences where the movers and shakers in your industry meet to stay abreast of current events. Getting behind the podium will strengthen your position as a leader in your field.

It is never too early to start your quest for speaking engagements. Major annual events book their speakers a minimum of 6 to 12 months in advance. The sooner you get named as a speaker, the more publicity you will generate through advance promotion.

Is there a call for papers? Or maybe there is a more informal process administered by a Program Committee or a Program Chair. Do you know anyone on this committee? If not, find out if one of your business associates or clients can create an introduction.

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Here are three ways you can promote a newsworthy topic to your conference planner:

1. Develop a solid idea for a panel discussion, complete with suggested names of other panel members. One of your clients might be interested in giving a case study, for example. A friendly and complementary service provider (like an accountant) could explore the financial impact of your topic. A recognized government official might welcome the chance to talk about compliance requirements.
2. Write and publish at least one in-depth article in a respected industry or legal journal prior to the conference. Offer to speak about this topic in more detail and make copies available for handout.
3. Offer to moderate a session. You could develop a pro and con format, asking the panelists a series of thought-provoking questions designed to create a lively debate.

Once you have the coveted speaking invitation, promptly provide all your promotional materials (biography and recent photo) to maximize your visibility. Announce future speaking engagements on your web site and, as the date approaches, consider issuing a press release announcing the event.

As a helpful hint, use your past speaking engagements as a stepping stone for future events. Try to get attendee testimonials you can use to reinforce the benefits of your presentations.

Successful conference presentations

How do you get to Carnegie Hall? Practice, practice, practice. This old joke works because of its wisdom.

Now that you have an audience, advance planning is essential to the success of your presentation.

Start your preparation with an outline of your topic. Ask the meeting planner about the knowledge level of your audience. Plan to cover a minimum of intermediate-level material, since the basics will quickly bore sophisticated listeners. Pack as many educational facts and figures into your presentation as possible.

Prepare for your presentation by practicing in front of a mirror or a small audience of co-workers, family, or a professional coach. Ask them to provide honest feedback on the subject matter, your delivery skills and the quality of your presentation materials.

Give your audience a number of valuable insights during your presentation that they can take back to their office to improve operations, reduce costs or avoid unnecessary risk. Do not give a sales pitch! This is a sure way to lose future speaking invitations. It is acceptable to have one slide about your firm, at either the beginning or end of your presentation.

Your primary selling opportunity comes by demonstrating your knowledge and professional approach to your subject material. Your job is to build trust with your audience, which is the first step in establishing a relationship with a qualified prospect who may need your service.

Once it is your turn at the podium, deliver your remarks with genuine enthusiasm:

• Generate interest with eye contact and audience participation.
• Add your unique commentary to each slide; do not read them.
• Allow time for Q&A.

A Q&A session with no questions can be awkward. Consider “planting” a question with a friendly associate, or simply introduce your own question by saying “you may be wondering about X, Y or Z.”

Offer your audience a copy of your presentation as well as future editions of your newsletter at the end of your speech. Encourage attendees to come to the front of the room, shake hands and exchange business cards. Establishing a personal rapport with individuals after your speech will help open the door to subsequent discussions about ways you might work together.

Determine if your presentation will be video or audio recorded. If so, be sure to get a copy for your records. You may be able to edit the recording and post a version on your web site. Also, conference planners at future events may ask to see a video clip as part of their speaker evaluation process.

Maximize leads from presentations

The business cards you collect in conjunction with a presentation are golden. Follow up promptly with a mailed copy of your presentation, thanking each contact for their attendance and interest in your services.

Add your new prospects to your enewsletter list (with their permission, of course). Contact your best prospects by phone within two weeks to see if you might set up an appointment. Learn more about their needs and stay in touch over time if they do not require your immediate assistance. A one-on-one meeting puts you on the path to developing an important new business account.

As a way of leveraging your material, consider incorporating the key points from your presentation into an industry article for publication and/or your monthly newsletter. Include a list of all your speaking engagements on your web site and your CV.