maximizing the revenue from your national speakers

Maximizing the Maximizing the Revenue from Your Revenue from Your National SpeakersNational Speakers

Who We Are:Who We Are: Mike Butler, NaREIA board member, past Mike Butler, NaREIA board member, past

president and current board member president and current board member KREIA (Louisville), promoterKREIA (Louisville), promoter

Elmer Diaz, Past president and current Elmer Diaz, Past president and current board member of NaREIA, founder and past board member of NaREIA, founder and past president of Brazos Valley REIA (College president of Brazos Valley REIA (College Station, Tx), past board member RICH Club Station, Tx), past board member RICH Club in Houstonin Houston

Vena Jones-Cox, Past president NaREIA, Vena Jones-Cox, Past president NaREIA, Past president REIAGC, Past president and Past president REIAGC, Past president and current convention chair of OREIA, current convention chair of OREIA, promoterpromoter

The #1 Thing to The #1 Thing to Remember:Remember:

You and your speakers are on You and your speakers are on the same side! You both want:the same side! You both want:A good meeting resulting inA good meeting resulting inMaximum sales,Maximum sales,Maximum attendee satisfaction, Maximum attendee satisfaction,

andandGood feelings all aroundGood feelings all around

But You MUST Accept Your But You MUST Accept Your Role in the Process!Role in the Process!

The Speaker’s Role:The Speaker’s Role:1.1. Create a great product and Create a great product and

pitchpitch2.2. Communicate to you what Communicate to you what

he needs to sell it to your he needs to sell it to your groupgroup

3.3. Get his product to youGet his product to you4.4. Get himself to youGet himself to you5.5. SellSell6.6. Have good follow-up Have good follow-up

systems to minimize or deal systems to minimize or deal with complaints/returns etc.with complaints/returns etc.

The Association’s Role:The Association’s Role:1.1. Have a great groupHave a great group2.2. CommunicateCommunicate the speaker’s the speaker’s

needs to all involved needs to all involved committees/staffcommittees/staff

3.3. Market the speaker’s Market the speaker’s appearanceappearance

4.4. Create the setup that the Create the setup that the speaker needsspeaker needs

5.5. Create an atmosphereCreate an atmosphere that is that is friendly to selling speakersfriendly to selling speakers

6.6. Provide back of the room sales Provide back of the room sales supportsupport

7.7. Have a good follow-up system Have a good follow-up system to deal with returns to you, on-to deal with returns to you, on-time payment, etc.time payment, etc.

In a recent poll of National In a recent poll of National Speakers Who Work with Speakers Who Work with

Associations,Associations,These Groups Were Consistently These Groups Were Consistently Named as the Best to Work with:Named as the Best to Work with:

REAPS (Seattle)REAPS (Seattle) CCIA (Chicago)CCIA (Chicago) MIG (Memphis)MIG (Memphis)

NOREIA (New Orleans)NOREIA (New Orleans)

In a recent poll of National In a recent poll of National Speakers Who Work with Speakers Who Work with

Associations,Associations,And These Groups Were Consistently And These Groups Were Consistently

Named as Too Awful to Deal With:Named as Too Awful to Deal With: Drew will be naming names, for a Drew will be naming names, for a

small fee, in the back of the room small fee, in the back of the room following this presentationfollowing this presentation

If you worried for even one If you worried for even one moment that your group might be moment that your group might be on this list, there’s probably some on this list, there’s probably some

room for improvement!room for improvement!

Top 5 Issues that Speakers Top 5 Issues that Speakers Have With AssociationsHave With Associations

#5: Poor Physical Set-up#5: Poor Physical Set-up Projection cart/table too close to the Projection cart/table too close to the

front row or in the aislefront row or in the aisle Bad mics and/or sound systemsBad mics and/or sound systems No screen/bad projection surfaceNo screen/bad projection surface Inaccessible sales tableInaccessible sales table No place for speaker product in front of No place for speaker product in front of

roomroom Clutter left in front of roomClutter left in front of room


#5: Poor Physical Set-up: Why it’s a #5: Poor Physical Set-up: Why it’s a problemproblem

1.1. An audience who must struggle to An audience who must struggle to see/hear becomes restivesee/hear becomes restive

2.2. An audience that can’t see/hear the An audience that can’t see/hear the pitch doesn’t buypitch doesn’t buy

3.3. It throws the speaker off his gameIt throws the speaker off his game


#5: Poor Physical Set-up: the solution#5: Poor Physical Set-up: the solution1.1. Assign a board member/staffer to Assign a board member/staffer to

create the ideal set-up for the speaker create the ideal set-up for the speaker on site, and empower him to do on site, and empower him to do whatever he must to make this happenwhatever he must to make this happen

2.2. Make sure that this “speaker liason” Make sure that this “speaker liason” corresponds with the speaker and has corresponds with the speaker and has a copy of the contract prior to the a copy of the contract prior to the meeting—communication is critical!meeting—communication is critical!


#4: Late Start Times#4: Late Start Times1.1. Associations that simply don’t leave the Associations that simply don’t leave the

required 90-105 minutes in their required 90-105 minutes in their schedule ORschedule OR

2.2. Associations that have an adequate start Associations that have an adequate start time in the contract, but don’t stick to ittime in the contract, but don’t stick to it


#4: Late Start Times: Why it’s a problem#4: Late Start Times: Why it’s a problem1.1. Most speakers have a carefully planned Most speakers have a carefully planned

education/pitch mix that requires a certain period education/pitch mix that requires a certain period of time to complete effectivelyof time to complete effectively

2.2. A national speaker who speaks from 8-9 p.m. is A national speaker who speaks from 8-9 p.m. is going to sell, not teach, periodgoing to sell, not teach, period

3.3. Most speakers now have powerpoint Most speakers now have powerpoint presentations, which cannot be shortened on 5 presentations, which cannot be shortened on 5 minute’s noticeminute’s notice

4.4. Your members are going to start to leave by 9, no Your members are going to start to leave by 9, no matter whatmatter what


#4: Late Start Times: The Solution#4: Late Start Times: The Solution1.1. No matter when your “usual start time” is, No matter when your “usual start time” is,

plan for no later than 7:30 when a national plan for no later than 7:30 when a national speaker is on site!speaker is on site!

2.2. If this is impossible, tell the speaker before If this is impossible, tell the speaker before signing the contractsigning the contract

3.3. Let the person running the meeting know Let the person running the meeting know how important this is!!!how important this is!!!


#3: Lack of Marketing#3: Lack of Marketing1.1. Yes, group attendance is shrinking, but you Yes, group attendance is shrinking, but you

CAN get extra attendees with extra CAN get extra attendees with extra marketing!marketing!

2.2. Many groups do no more marketing for a Many groups do no more marketing for a national speaker than they would for the national speaker than they would for the local magistratelocal magistrate


#3: Lack of Marketing: Why it’s a Problem:#3: Lack of Marketing: Why it’s a Problem:1.1. Most speakers sell x% of the room, no matter Most speakers sell x% of the room, no matter

how many are in that room. More how many are in that room. More people=more sales, period.people=more sales, period.

2.2. Without marketing, your attendees don’t know Without marketing, your attendees don’t know what to expect, and are unprepared to buy (or what to expect, and are unprepared to buy (or complain about having to buy)complain about having to buy)

3.3. Your MAIN responsibility as host is to put Your MAIN responsibility as host is to put people in the room—that’s why you get part of people in the room—that’s why you get part of the sales!the sales!


#3: Lack of Marketing: The Solutions#3: Lack of Marketing: The Solutions1.1. Use postcards, multiple email blasts, or even Use postcards, multiple email blasts, or even

voice mail blasts to rouse interestvoice mail blasts to rouse interest

2.2. Many speakers have marketing pieces that Many speakers have marketing pieces that they use that could be sent to your attendeesthey use that could be sent to your attendees

3.3. Don’t forget the “Ongoing marketing” of Don’t forget the “Ongoing marketing” of reminding your members that continuing reminding your members that continuing education is important!education is important!


#2: Poor Sales Table Support#2: Poor Sales Table Support1.1. Not getting speaker product to sales tableNot getting speaker product to sales table2.2. Sales table in an inaccessible placeSales table in an inaccessible place3.3. Lack of bodies to help with salesLack of bodies to help with sales4.4. Lack of TRAINED people to process salesLack of TRAINED people to process sales5.5. Association staff/volunteers killing sales (“It Association staff/volunteers killing sales (“It

will be in the library next week; so-and-so’s will be in the library next week; so-and-so’s course is better” etc)course is better” etc)

6.6. Lack of basic supplies/resources (pens, Lack of basic supplies/resources (pens, clipboards, phone lines, all cc access)clipboards, phone lines, all cc access)


#2: Poor Sales Table Support: why it’s a #2: Poor Sales Table Support: why it’s a problemproblem

1.1. Members at the sales table are still talking Members at the sales table are still talking themselves out of buying...don’t make it so themselves out of buying...don’t make it so easy for them!easy for them!

2.2. Your staff or volunteers can and DO make Your staff or volunteers can and DO make (or lose) sales for your association(or lose) sales for your association

3.3. There’s NOTHING the speaker can do to There’s NOTHING the speaker can do to overcome a bad sales table!overcome a bad sales table!


#2: Poor Sales Table Support: the solution#2: Poor Sales Table Support: the solution1.1. Train a group of sales helpers to work the Train a group of sales helpers to work the

cc machines, expedite, etccc machines, expedite, etc

2.2. Do NOT put people with ulterior Do NOT put people with ulterior motives/bad attitudes behind your tablemotives/bad attitudes behind your table

3.3. Create a box with all necessary items for Create a box with all necessary items for the table…and don’t use it for anything else the table…and don’t use it for anything else (include batteries)(include batteries)


#1: Torpedoing Your Speakers Before They #1: Torpedoing Your Speakers Before They Ever Have a Chance to Try…Ever Have a Chance to Try…

1.1. Making statements from the front of the Making statements from the front of the room about how bad the market isroom about how bad the market is

2.2. Making statements to the speaker about Making statements to the speaker about how poor the sales are at your grouphow poor the sales are at your group

3.3. Giving bad, incorrect, or unflattering Giving bad, incorrect, or unflattering introductionsintroductions

4.4. Promoting other, cheaper, education prior to Promoting other, cheaper, education prior to the speakerthe speaker


#1: Torpedoing Your Speakers Before They #1: Torpedoing Your Speakers Before They Ever Have a Chance to Try: the problemEver Have a Chance to Try: the problem

1.1. Your members will ALWAYS believe you Your members will ALWAYS believe you before they believe an out-of-town speakerbefore they believe an out-of-town speaker

2.2. It’s easy to get “into a speaker’s head” and It’s easy to get “into a speaker’s head” and throw him off his stridethrow him off his stride


#1: Torpedoing Your Speakers Before They #1: Torpedoing Your Speakers Before They Ever Have a Chance to Try: the solutionEver Have a Chance to Try: the solution

1.1. If you don’t believe in what a speaker has to If you don’t believe in what a speaker has to offer, DON’T put him in front of your groupoffer, DON’T put him in front of your group

2.2. If you can’t control what your board If you can’t control what your board members say, DON’T give them the mic!members say, DON’T give them the mic!

3.3. If you have a competing event that you’re If you have a competing event that you’re promoting, bring the speaker in another promoting, bring the speaker in another monthmonth

Top 10 Speaker Abuse Top 10 Speaker Abuse StoriesStories

““One group forgot to tell me that One group forgot to tell me that their meeting had moved since we their meeting had moved since we signed the contract, even though signed the contract, even though I’d spoken to them the week and I’d spoken to them the week and the day before my appearance. the day before my appearance.

Standing there at the wrong hotel Standing there at the wrong hotel in a strange city, the excuse I got in a strange city, the excuse I got

was, ‘We just plumb forgot’.”was, ‘We just plumb forgot’.”


(from a female speaker who (from a female speaker who travels without an assistant)travels without an assistant)

““The entire board of the group The entire board of the group left before sales were over, left before sales were over, leaving me to take orders leaving me to take orders and then haul boxes out of and then haul boxes out of

the room after the meeting.” the room after the meeting.”


““I was promoted, marketed, I was promoted, marketed, and introduced as ‘The and introduced as ‘The

Queen of Rehab’.”Queen of Rehab’.”


““For the entire meeting, the For the entire meeting, the hotel’s speaker system buzzed hotel’s speaker system buzzed

loudly. All of the attendees loudly. All of the attendees looked like they were in pain. I looked like they were in pain. I finally just took off the mic and finally just took off the mic and

yelled at the audience of 275 for yelled at the audience of 275 for the last ½ hour. At the end of the the last ½ hour. At the end of the

meeting, the president said, meeting, the president said, ‘yeah, it’s always like that’.”‘yeah, it’s always like that’.”


““While talking to one attendee at the While talking to one attendee at the sales table, I overheard another ask sales table, I overheard another ask

a volunteer behind the table whether a volunteer behind the table whether or not my course covered short or not my course covered short

sales. The volunteer said, ‘no, and sales. The volunteer said, ‘no, and short sales don’t work anyway.’ If short sales don’t work anyway.’ If

the volunteer had watched my the volunteer had watched my presentation, he’d have known that presentation, he’d have known that I’m a short sale speaker, and that’s I’m a short sale speaker, and that’s

ALL my course covers.”ALL my course covers.”


““I was leading buyers to the back I was leading buyers to the back table, continuing to pitch them, table, continuing to pitch them,

when the group leader cut my mic when the group leader cut my mic off, and announced that they were off, and announced that they were

drawing their raffle. The entire drawing their raffle. The entire group of buyers turned around group of buyers turned around

checked their tickets, leaving me checked their tickets, leaving me all alone at the sales table”all alone at the sales table”

And the Winner Is…And the Winner Is…

From an asset protection speaker:From an asset protection speaker:““Before my presentation, one of the Before my presentation, one of the board members got up and informed board members got up and informed

the room that ‘what these out of the room that ‘what these out of town gurus are teaching you about town gurus are teaching you about entities will get you put in jail here entities will get you put in jail here in ____. I’m a local attorney, and I’ll in ____. I’m a local attorney, and I’ll tell you the REAL deal this weekend tell you the REAL deal this weekend for $99.’ I blanked for the first time for $99.’ I blanked for the first time

in 15 years.’in 15 years.’But wait, there’s more…But wait, there’s more…

And the Winner Is…And the Winner Is…

From a subject-to speaker:From a subject-to speaker:

““Before I went on, some lawyer from Before I went on, some lawyer from the group got up to promote a $99 the group got up to promote a $99

seminar by telling the people that the seminar by telling the people that the out-of-town gurus didn’t know what out-of-town gurus didn’t know what

they were talking about when it came they were talking about when it came to land trusts. Since my strategy to land trusts. Since my strategy

relies heavily on land trusts, I think I relies heavily on land trusts, I think I sold 2 courses that night.”sold 2 courses that night.”

maximizing the revenue from your national speakers

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