| Have you ever attended a seminar expecting that it | | | | imagine what issues the leaders are facing with |
| will either eliminate or reduce doubt, confusion, | | | | employees and managers. There could be anger, |
| ignorance or fear? Most everything taught in | | | | fear, insecurity or a rise in stress-related illnesses. All |
| seminars is designed to do one or more of those | | | | of these reactions cost the organization money in |
| things. If you're like most of us, you've returned | | | | the long and short run. |
| more than once from an event without the solutions | | | | Put yourself in the position of the people in the story. |
| you sought. | | | | How could your expertise help them? Can you create |
| How does it feel when the speaker's material has no | | | | order where there is little to none? Can you inform |
| relevance to your concerns? How does it feel when | | | | them of some historical significance that can put |
| the speaker is unable to make the material relevant | | | | things in perspective to redirect negative behavior to |
| to current events that have derailed you? For me, if | | | | a more proactive and productive pattern? Can you |
| the lecture, sermon or presentation has no relevance | | | | teach coping mechanisms such as anger management |
| to the challenges (personal or professional) I | | | | or communication skills or techniques which improve |
| experience, the speaker hasn't done his/her job. | | | | performance and lower health costs for companies? |
| I count on the meeting planner and event organizers | | | | Will telling your personal experience, your rags to |
| to attract speakers who can solve problems relevant | | | | riches story or your philosophy move them past |
| to the organization. It's your job as the speaker to | | | | limited thinking? |
| match your expertise with organizations that can | | | | How can your expertise improve production and |
| benefit from your expertise. | | | | decrease turnover? |
| In selecting your target market, determine exactly | | | | It's a fun exercise to pick up a copy of the |
| how your talent, skill and expertise is relevant to the | | | | corporate meeting planners directory or a national |
| specific needs of each audience to whom you would | | | | association directory and scroll down the list. Ask |
| have the privilege of speaking. As an expert who | | | | yourself if and how each organization can benefit |
| speaks, you're in the privileged position of influencing | | | | from your presentation. |
| the lives, practices and attitudes of others. | | | | You may decide that your target market is made up |
| Most of us read the newspaper and are a little more | | | | of independent contractors, entrepreneurs and |
| informed of conflict, corruption and crime, less secure | | | | commissioned sales people. You may find your target |
| and a little more disturbed by man's inhumanity to | | | | market is direct selling companies, multi level |
| man. We don't actually do much with that | | | | marketing companies, insurance and real estate |
| information, except possibly become a little more | | | | companies. |
| suspicious of the behavior of others. | | | | You may be fortunate enough that your expertise |
| Convert the time you spend reading newspapers and | | | | satisfies management, sales and administrative |
| magazines into a more productive practice. When you | | | | audiences. Where can you find organizations which |
| read current events in newspapers and magazines or | | | | represent the interests of each of those groups? |
| on the Internet, begin to analyze whether or not the | | | | Identifying your target markets will direct how you |
| subject of the article - a trend, an industry in crisis, | | | | write your sales copy and what you put in your |
| the restructuring of an organization, a merger or | | | | promotional package. The more precise you are in |
| acquisition, a cultural concern - is one from which | | | | targeting your market and defining your niche, the |
| your expertise can benefit. | | | | easier it will be for you to secure engagements and |
| For instance, when organizations downsize or merge, | | | | properly direct those who represent you. |