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Guide to a Profitable Marketing Mix
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Promoting Your Business Offline
Offline promotion for your Internet business is important. Use traditional marketing channels and media. Incorporate your Website URL (web address), phone number, and mailing address into all of your printed and...
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Professional Speaking - Double your Market, Double your Income
Double your Market, Double your Income Keys to Conquering the
International Speaking Market
Frank Furness
Your Business Plan If you want to work the International
Circuit, you need to plan for it. Work out how many days each
year you want to speak overseas, the market you want to work and
develop an action plan.
Your Unique Market Choose your unique and specialty market. My
market was initially the English speaking International
Financial Services market. Over the years this has spread to
include the IT, Software and any market involve in sales in any
country where people can understand English. Because of my
delivery style, I have chosen not to work with translators.
Marketing yourself - the key to success * Identify clients you
have spoken for in the past that have international offices. Get
a referral to the decision maker in the overseas office. Email
or send a letter and follow up with a phone call. * Dial and
Smile - Pick up the phone and cold call. When I started out, I
identified companies and banks that have international offices
and phoned the President. One of those calls resulted in a
business relationship with a company that spends between $50k -
$100k each year sponsoring me to speak to their clients around
the world. * Find five clients that will provide you with 50% of
your work each year. I have five large international companies
that each book me for between six and thirty talks each year. I
also have two or three Companies that I am developing should any
of the 'big five' drop out. * Actively prospect when speaking
abroad. When speaking overseas, I will scan the local papers,
magazines and yellow pages for potential clients. I'll then
phone and establish who the decision makers are and endeavor to
set up a meeting and sell my talks. A lot of these Companies are
open and receptive to meeting with you. * Referrals - always ask
for referrals. Apart from existing clients who I do repeat
business with each year, I have over 200 potential clients that
have been given to me as referrals. If you leave the client
satisfied, they will always give you referrals - IF YOU ASK! *
Add on an extra day to meet with potential clients - Wherever I
speak in the world, I add on an extra day to see potential
clients and bureaus. I can normally fit in 5 appointments for
the day and this always results in at least one extra booking.
On a recent trip to Singapore, I managed to give a keynote
speech to a large Insurance Company and in the same day have
five meetings with potential clients. One of these meetings was
a cocktail party where I met with twenty of the most influential
business leaders in Singapore. This was only achieved because I
had developed a center of influence in Singapore who had
arranged the talk and all of the meetings. He is rewarded with a
percentage of the fee, which makes it a win-win situation for
everyone. * Find the other offices - When speaking
internationally, find out where the International client for
whom you are speaking has other branches around the world. Find
out who you should contact at the other offices to do the same
talk. In January I spoke at a large software company in Dubai.
The CEO from London was in Dubai at the time and heard me speak.
After the talk he asked me to contact him to replicate the talk
to their other international offices. They have offices in 33
countries. * Network and socialize - Before going on an
international talk, surf the net to see what social events are
happening while you're there. Then arrange an invitation, as
you'll always meet potential clients at these events * Have fun
and take a tour - If we visit a country for the first time,
we'll always take an extra few days to see the place. This
normally includes a half-day bus tour. It's amazing whom you can
meet on these tours. We've met and become friends with the
Vice-President of one of the largest insurance companies in the
USA and a grand old lady who turned out to be the wife of the
owner of one of the UK's biggest supermarket chains. * Bureaus -
find out who the bureaus are internationally and meet with them.
When Frank spoke in South Africa last July, he met with the
leading bureau. This resulted in bookings in November in Sun
City and Mauritius for both Brendan and Frank. * Web site - Pay
a company to generate hits to your site. By doing this we have
just secured a talk with a USA bank from the Internet. This has
also generated three other enquiries, one with an International
Company who needs someone to speak in five different Countries
for them. * Always meet with the decision maker at the event. We
were recently booked to speak in Scotland to a company who had
just merged with a German telecommunications Company. After the
talk we spent some time with the German CEO and now following up
to present the same talk to the German counterparts.
Be Aware of Cultural Differences
Middle East - Don't show soles
of your feet when seated, considered an insult.
China & Hong Kong - Hand over and accept business cards with
both hands.
Japan - Don't try to copy the Japanese way of bowing, you will
never get it right and make a fool of yourself.
Malaysia & Singapore - Point with your thumb, not your index
finger.
Adapting your talk When speaking to English speaking
foreigners, always speak slowly. Remember, English is their
second language.
United Kingdom - The British, Scots and Welsh have a different
sense of humor to Americans. They are passionate about soccer,
rugby and cricket, hardly any knowledge of baseball, American
football, ice hockey or basketball. They can appear to be
conservative and don't like too much rah-rah. When you get to
know them they are great audiences.
South Africa - sport crazy, especially rugby and cricket with a
great sense of humor similar to Americans. Enjoy lots of
motivation and excitement.
India - possibly the best audiences in the world. They enjoy
lively interactive motivated talks. You are almost guaranteed a
standing ovation. They love to be photographed with you.
Chinese & Japanese - They are very formal and serious. They have
a great thirst for knowledge. Make your talk less motivation and
more education. If they like you they will generate a lot of
repeat work. It is very important to learn about their culture.
Singapore - smart and elegant, but want value for their money.
Middle East - Gregarious and outgoing. Very emotional and love
stories. If selling tapes or CDs, send them ahead of time. You
will be x-rayed when entering the Country and they will take
your tapes and watch them, very strict on morals.
Germans, Swiss, Belgium's - very serious, less motivation, more
education and don't waffle - get straight to the point.
Spanish - easygoing and very laid back. Great love of life and a
lot of fun.
Malaysians - Softly spoken, respectful and emotional. Also love
stories and lots of humor.
Time Out If you're going to a country for the first time, take
an extra two days to sightsee. We have seen and done incredible
things while speaking internationally. Why not? It's one of the
perks of the profession.
Tips * If speaking in a country for the first time, ensure you
have all the details of the venue and mobile phone numbers of
the organizers. If something goes wrong or your limo is not
there to pick you up, these are essential. * Check that you have
the correct visas. Very serious immigration officials with
machine guns once delayed Frank for four hours in the Czech
Republic because of visa problems. * Back of room sales - ensure
you know what they use. The Far East is very advanced. Will only
buy VCD, CD or DVD. Most of them don't own an audiotape machine
and consider it old fashioned. When working around the rest of
the world, remember that videotapes should be in the PAL format
and not NTSC as used in the USA. * When checking into a hotel,
ensure that the organizers have arranged payment. Sometimes they
fax booking confirmation and not payment information to the
hotel. * Ensure that you have a rock sold, signed contract and
receive payment before the talk. It can be difficult chasing
your payments from 10,000 miles away. * Allow for jet lag. If
you have a 13-hour flight and a 10-hour time difference, you
will not give your best performance without a rest. Take a
natural herb tablet called Melatonin that sorts out the body
clock immediately. * Try to take day flights, you can get a lot
of work done and arrive in time for a good night's sleep
Frank Furness CSP CFP is a professional speaker and trainer
specialising in sales and sales management. He has educated,
entertained and inspired audiences in 42 countries. His
publications and sales CDs have been sold globally. For more
information or to sign up for the free 'Sales Tips & Ideas'
newsletter, email frank@frankfurness.com or telephone+ 44 (0)
870 240 6505. www.frankfurness.com NOTE: You're welcome to
"reprint" this article online as long as it remains complete and
unaltered (including the "about the author" info at the end),
and you send a copy of your reprint to frank@frankfurness.com
Take a look at other articles, free software and e-Books at
http://www.frankfurness.com/ Download 39 Power Sales Closing
Scripts at http://www.frankfurness.com/closingscripts.cfm
About the author:
Frank Furness CSP CFP is a professional speaker and trainer
specialising in sales and sales management. He has educated,
entertained and inspired audiences in 42 countries. His
publications and sales CDs have been sold globally. For more
information or to sign up for the free 'Sales Tips & Ideas'
newsletter, email frank@frankfurness.com or telephone+ 44 (0)
870 240 6505. www.frankfurness.com
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