For Experts, Authors, Speakers, Business Leaders, Top Producers and Cultural Heroes Who Want to Speak
Are You Ready for a Virtual Assistant to Handle Prospecting for Your Paid Speaking Engagements?
For many leaders and experts who speak professionally, virtual assistants are on the rise. If you're designing your business plan for speaking professionally and want to utilize a virtual representative, it is critical that you have a system of checks and balances to make sure that your representative is introducing you and your expertise in a way that puts paid engagements on your calendar.
Representatives of speakers, called by names such as representatives, booking agents, marketing representatives and sales representatives, are included in the "virtual" revolution. But, is it a good idea for your speaking business?
If I am working from a different location than a speaker, I request a preferred written script to make sure that I accurately represent her/his interests, cover the topics adequately and learn the questions that meeting planners in that industry appreciate.
All industries have their own preferences or channels for directing speaking inquiries. And while it's often best to speak with the CEO or chairman of the board who often makes the decisions for speaker selection, it can be impossible to reach them most of the time. An unseasoned agent or representative, whether virtual or not, needs coaching on the speaker's methods of reaching those decision-makers.
In addition to the speaker's expertise, a booking agent used to be the primary reason that a speaker was booked or not. Today, there are sophisticated, ecommerce businesses that position the speaker and attract the eye of the meeting planners, driving traffic to their websites. But there is much that an in-house or virtual assistant can do to reach out to the target market.
Excluding bureau bookings, the best indicator of the effectiveness of your virtual agent is how many paid speaking engagements you have on your calendar. The best indicator of the number of engagements you'll have in the future is the list of qualified prospects you have. The best way to ensure that you have qualified prospects is to organize a marketing campaign so that you, your Internet technology and your representative are reaching out to your target market on a daily basis. The way that you are positioned in the marketplace and the way that you are attracting business via your website will assist and supplement the efforts of your representative.
How can you ensure that your virtual agent is prospecting? It's by systematizing the booking process, establishing a reporting system of daily activities and holding him or her accountable.
Begin with a list of daily and weekly activities and objectives that you expect. Create a daily time sequence of productive and in-productive activities. Productive activities are sales activities. In-productive activities are the necessary administrative tasks that are required to prospect, follow through and complete the sale such as assembling appropriate introductory information, possibly mailing items and other clerical tasks.
In working with a virtual booking agent, there is one golden rule: You have to inspect what you expect. Even if you have told her/him exactly what to do and say on a daily basis, it is difficult if not impossible to observe and evaluate with a virtual assistant.
Here's a quick start guide to working with your virtual assistant in the role of booking you:
1. Establish your unique selling proposition, your "I am- I do" statement. This should be on all of your collateral material, your website, at the end of your articles, on the back of your business card, your letterhead...everything you have that is an extension of your business.
Your representative needs to know exactly who you are and what your value is to your market place. She needs to know how you differ from other speakers in your area of expertise or in your industry.
2. Identify your target market. Never leave this to your assistant to figure out.
3. Gather various resources for lead generation. If the lists come from Google searches or directories or industry publications or online magazines/newsletters, inform your virtual representative of the sources for the best lists. Those should be merged into your contact management system, such as ACT or Microsoft Outlook.
4. Write a short and concise prospecting script for prospecting that anyone can use with a conversational tone. This one script can be repurposed for various organizations. I have "cheat sheets" on the wall in front of me with key words and phrases that trigger appropriate questions and industry trends that are intended to increase personal interest and engage the client more fully. I keep deal points close by so that I do not become overwhelmed when speaking with different clients.
The purpose of the prospecting call is to identify A leads. Those are prospects that are in your target market, interested in your expertise, have a scheduled event, are considering speakers in your fee range and would like to review your promotional materials. Be sure to include pertinent questions in your
5. Role play and rehearse the script with your assistant. Demonstrate exactly how you want the call to be handled.
6. Identify every bit of information that you want distributed about you and your expertise. Those items have in the past been mailed, but now, the majority of speakers follow through electronically with attachments such as your biographical sketch with facts about you, your presentation topic(s), your fee schedule, a list of third party endorsements. The follow through should be immediately following the call to all prospects that qualify as an A lead.
7. On a daily basis, require that your virtual assistant report to you on a daily basis all of the A leads. Incidentally, it's a good idea to require experienced agents to report the same on a weekly basis.
8. Monitor and evaluate the results you're getting. If you do not get the results you expected, audit your virtual agent's conversation with prospective buyers and determine if the tone, the professionalism and accuracy of the call is the way that you want to be represented. You may need to build more questions into the script, shorten or change the entire script.
The best way to judge whether or not your assistant can do the job virtually is to monitor the results daily or weekly. In the beginning of your relationship with your virtual assistant, you should be following up with the prospect and handling any objections. If you find that you're distributing more info via email with little to no return, there is a very good chance that the script isn't effective or that your virtual agent's script needs to be modified for qualifying those leads.
You may discover that you've hired the wrong person for the job. Representatives who wish to work from their homes may not have the discipline, work ethic and focus that booking you requires. You may realize that "virtual" equals too much time, money and trouble! Perhaps your representatives will be more productive and serve you better by being where you are!