Are You a Triple Threat?
In football, a triple threat is someone who can run, pass and kick. In entertainment, it’s someone who can act, sing and dance.
Professional speakers often have one or two traits of a triple threat, but rarely have all three: Platform, Marketing and Sales Skills.
A few years ago, I started working with a young up- and-comer who had the goods. He was a rare but genuine triple threat. His name is Ryan, more on him in a minute.
Here’s what it means to be a triple threat:
Platform Skills – without this part, we’re already swimming upstream. Platform skills are the most important element when it comes to building this career. I often tell new speakers to put more time, energy and money into building these first, because there is no better form of marketing than a great speech. Having people hand you their card after your speech saying “Are you available on April 15th?” is the goal.
If you’re not getting two to three spin offs from each speech, on average, you may have some work to do in this area.
Marketing Skills – having a consistent marketing program in place is essential to building a business. You might consider putting a 12-month marketing calendar in place that outlines all of your initiatives.
If you were to ask a speaking veteran like Joe Calloway, “Do you have a marketing calendar in place?” He’ll probably reply “no.” But, he’s got 25 years of momentum and brand building behind him, and many marketing initiatives in place.
Your marketing calendar should include things like articles, blogs, social media, video, direct mail and broadcast email campaigns. Note: Without a focused marketing message, these may not be effective.
Sales Skills – I can’t tell you how many times I’ve heard, “I want to find someone else to sell me.” And, I understand that. But, how can you train someone else to sell you if you don’t know how to do it yourself? Again, the problem may lie in a lack of focused lane and marketing message, so if you don’t have that, you may want to circle back to gain some clarity first.
Knowing how to sell, to communicate the solutions you have to problems, is a key to being a triple threat. A great scenario that keeps you engaged with your clients is to have your staff person tee up the ball (set the meeting), and then you hit it out of the park (close the deal).
As I mentioned earlier, one of my busiest clients, Ryan Estis, has had exponential growth in a down market because he possesses all of these qualities, including the sales element. He speaks the language of his clients; he understands their issues; and is providing solutions to problems that they have. On top of that, he’s a great marketer, stays current with video and social media, and rocks it on the platform.
If you’re not currently a triple threat, you have some work to do!
See you soon wealthy speakers!