Are you (or do you aspire to be) a coach, trainer, speaker or consultant? If you want to build a larger client base, Richard Austin suggests you take these four steps:
- Understand who your audience is/who your potential clients are. Know their desires, needs and dreams. Know where to find your clients (what are they searching for online and where do they hang out in your geographical sphere/network). Meet people and present yourself.
- Engage your prospective clients in purposeful conversation. Get them to ask questions such as “How will that happen?” and “What do you mean?” For example, tell them, “I help people overcome their fear of public speaking,” so they’ll ask, “How do you do that?”
- Listen to them so you can identify their problem(s).
- Show the value of what you’re offering--don’t list the features of what you do; tell them what problem(s) you can solve for them. For example, instead of saying, “My six-hour seminar costs $200,” say, “My seminar helps you develop the stage-presence and communication skills to immediately grab and control your listeners, whether you are speaking to a small meeting or a convention.”
It’s all about effective communication–choosing the right words and presenting ourselves (in speech or writing) skillfully so that our prospective clients can see what we’re talking about. They need to understand how our service will help solve their problems and advance them toward their goals. We need to tell a story–because people are hardwired to understand and connect to stories.
As owner of Speaking of Success, Richard Austin provides workshops, seminars and coaching to help people overcome their fear of the spotlight so they can take the stage with star-quality, whether they speak in small business situations (such as job interviews and meetings), whether they present to groups and give keynote addresses, or whether they write business communications to persuade, motivate or instruct readers.
Richard’s speech is calm, measured, and thoughtful. He talks in a reassuring and confident manner that belies the painfully embarrassing life-long stutter he works to overcome. He has honest empathy for his clients and their struggles because he knows, from the inside-out, what it’s like to overcome a fear of speaking. As a child he wanted blueberry pancakes but wouldn’t order them in a restaurant. The word blueberry could trigger his stutter.
Richard knows what it feels like to fail when communicating. He knows how it feels when you start talking and people become so uncomfortable that they obviously want nothing more than to just get away from you. It feels like you’ve been karate-kicked in the liver.
We live in a star-struck world, and those who speak and present themselves with personality and confidence are rewarded with greater success. Yet few people have a natural talent for sitting/standing in the hot seat while maintaining a cool demeanor. Most average people, when presenting, fail to wow the audience. But with proper coaching, speaking and presentation skills can be learned, practiced and improved upon–what to say, how to say it, how to control vocal tone, volume, pace & pitch.
But for many people to stand on the platform and sparkle, or to deliver a report with pizazz in a meeting, they must first overcome their fear of making a public spectacle of themselves. A lot of coaches can tell clients what they need to know, but Richard also understands people’s reluctance, their struggles, and their fears. His inherent empathy helps builds a relationship of trust with his clients, and that trust can give them courage to take risks and build success.
If you’re determined to become a better speaker/presenter and need some expert, empathetic coaching or advisement, contact Richard Austin through his website, Speaking of Success, or email him at firstname.lastname@example.org
***Register for Richard’s seminar:
in Kingston, Rhode Island (Feb 5, 12, 19 & 26, 2014) and get one free hour of one-on-one coaching.
What fears/obstacles have you overcome (or do you need to yet overcome) in order to communicate (speak or write) more effectively?