What happens after you find and dig into a niche for your speaking business?
I’ve made a short list for you. And these aren’t from Google. This is what happened in my businesses after changing my target from “business organizations” to “proximity-based trade association executives who are changing their pricing model.” I know, it’s a mouthful.
Top-of-mind awareness. Meeting Professionals International recently changed their pricing model to value-based tiers in a good-better-best format. In planning their big conference for all of their volunteer leaders around the world, MPI executives wondered aloud, “It sure would be nice if there was someone who specialized in working with volunteer leaders through a membership pricing change!”
One person spoke up: “I know someone. That’s all he does.”
I got the call and the gig. The sales cycle was short and they treated me like gold. In return, I brought my A-game and blew their socks off with my keynote. Win!
Word of mouth recommendations. If your speaking business includes coaching or consulting, finding your niche can have an amazing impact on your word of mouth. I use inbound marketing to help my audience find me, but nothing compares to word of mouth. It feels great to know that people are Googling your name because of the recommendation of a friend or colleague.
Premium fees. I’ve been able to raise my fees five times in the last three years as a result of defining my niche and catering to it. Niche businesses get to charge higher rates because they are tailored to a specific need. My business revenue has doubled each year. Doubled. That’s the power of the niche!
Better clients. I used to resist the idea of using pricing as a filter for what kind of clients I wanted to attract, but I have seen the light! Niche businesses get more control over who their clients are. My life and business are so much better since embracing this concept.
How can you find your natural niche? We recommend seeking out speakers who have already done it and learn from them… speakers like Tom Davidson.
Tom is a speaker and author who has done it, and he’s also good at teaching it.
Here at NSA Oregon, we’re really impressed with what Tom has done with his business… so much, in fact, that we’ve invited Tom to our chapter meeting on Monday, September 12th at Hotel Rose.
If you’re growing your speaking business in Oregon or southwest Washington, NSA Oregon is here to help. We’re a community of speakers who gather monthly for learning and connecting to make a bigger impact for our clients and audience.
Many of our attendees are members of the National Speakers Association while others aren’t. We have a simple request if you’re curious about us: Join us!
Tom has delivered this specialized training for NSA chapters in Pittsburgh, Virginia, Tennessee and the NSA national convention in Washington DC. We can’t wait to see what he has in store for NSA Oregon, and we hope you’ll join us!