At times, you have to ignore your competition and put your focus back on the buyer. You have to understand that the buyer is the one making the ultimate decision whether to hire you or not. The main goal is to get the speech and the way to do this is to make your speech the best option.
If you are able to negotiate your professional service as the best choice, you will not only get the booking, you can also set a higher fee.The best way to negotiate with buyers is to emerge as an authority or a specialist in the field. This always attracts the buyers the price usually comes second.
So, how do you present yourself as a speaker? This is the perfect question and the answer will lead to a favorable negotiation at least on your part. However, you should aim for a win-win situation where the buyer and the audience will also get what they bargained for.
1) Have promotional materials aimed exclusively and directly to your chosen niche. These will pre-negotiate for you before you even open your mouth!
As a business person in the speaking industry, you are probably using marketing materials to boost your sales as a professional speaker. Whether it is a brochure, leaflet, audio or video resources, posters, or calling cards, make sure that you are conveying a message that your expertise and knowledge is aimed directly to the requirements of your chosen niche.
Even if you have extensive experience in other arenas, do not indicate it on your materials if you are breaking into a different fields.
For instance, you have been an avid speaker in corporate events and you'd like to break into college speaking. It might be a good idea not to stress your exploits in the corporate field when presenting your self to college buyers. It will appear irrelevant. Worse, you won't be perceived as the specialist they would like you to be. You'll become a distant option behind college and youth specialists.
2) Talk about how your services or speeches are specific to your client.
In reality, speeches and topics can be universal. It all depends on how you present it. Motivation, for example, applies to all; the concept is collective. Corporate or college, the principle still holds true. So, you just have to tune it up based on the niche.
If you have a generic speech about motivation, make it "Motivation for College Students" when trying to get bookings from the college field. Or you can package it as "Motivation for Corporate Success" when you want corporate buyers.
3) Flaunt relevant endorsements and testimonials.
The best way to negotiate is not to brag about yourself, but rather, to let others brag for you. If you have successful talks in different venues that are in the same field, flaunt it and be proud of it. It shows that you are able to deliver great service and provide excellent results. A testimonial from an esteemed academe is a great draw.
You can substantiate your expertise through books you have authored or show videos that exhibit your skills in providing your services in a similar industry.
