Landing your first speaking engagement is just the beginning. The real career growth happens when you transform that single opportunity into a consistent pipeline of future bookings. Smart speakers understand that every gig is actually a marketing event in disguise. Each speaking event you do is a chance to showcase your expertise to potential clients and build the relationships that fuel a sustainable speaking career.
Get The #1 Marketing Asset To Book More Paid Speaking Gigs Join us for the Booked & Paid Bootcamp — our NEW 2-day virtual event designed to help you start booking more paid gigs FAST. Over two 5+ hour days of live training and Q&A, our team of 6 and 7 figure speakers will give you the proven playbook you need to become a successful paid speaker.
Your Best Marketing Tool Is Your Performance
Here’s the truth that many aspiring speakers miss: the most powerful marketing you’ll ever do happens when you’re on stage. One exceptional presentation can generate more bookings than months of cold outreach. When audience members see you deliver value in real-time, they’re witnessing proof of what you can do for their own events.
This is why accepting seemingly small gigs early in your career makes strategic sense. That $500 conference with 200 attendees might not even cover your expenses, but consider this: those 200 people represent dozens of different organizations, each with their own events and speaking needs. One impressed audience member could become your gateway to their industry network.
Excellence in Client Experience
Once you’ve secured the gig, your focus shifts to creating an exceptional client experience. Remember, event planning is stressful, and planners juggle countless moving pieces. Position yourself as the easiest, most professional speaker they’ve ever worked with.
Keep your requirements simple. Handle your own unique needs rather than creating additional tasks for already overwhelmed planners. Your goal is to make their job easier, not harder.
Before the Event
Again, your customer service and professionalism is among your best marketing tools in your arsenal. Some simple gestures can go a long way to getting more gigs through referrals:
- Connect with attendees in advance: Request the attendee email list and send a brief introduction message. Keep it simple: “Hey, my name is [Name]. I’m your keynote speaker at [Event]. Looking forward to meeting you there!” This small gesture differentiates you from speakers who simply show up and leave.
- Schedule a pre-event call: Get in touch with your client about two weeks out to confirm all details. Speaking engagements booked months in advance often undergo changes. This call ensures you’re aligned on logistics, timing, and expectations.
These gestures show you’re a true professional that event planners can fully recommend to their colleagues.
During the Event
- Mingle beyond your speaking slot: Attend other sessions, join meals, and engage with attendees throughout the event. This demonstrates genuine interest in their success and creates additional touchpoints for relationship building.
- Express gratitude immediately: Carry handwritten thank-you cards and present one to your client after your presentation. This personal touch makes a lasting impression in an increasingly digital world.
After the Event
- Follow up with attendees: You can do this via email, directing them to your website for additional resources. Keep this message brief and value-focused rather than sales-heavy.
- Maintain detailed records: Do this for every interaction, agreement, and payment. Good documentation protects you and streamlines future engagements.
- Double down on appreciation: Mail a second thank-you note within a few days. Consider reaching out to your client’s supervisor with positive feedback about their event planning skills. This makes your primary contact look good and strengthens your relationship.
Strategic Invitations
Before you step on stage, maximize the impact of your existing booking by strategically inviting potential clients to attend. Research event planners and decision-makers in the area who might benefit from seeing your presentation style. A simple email works wonders: “Hi, I wanted to let you know I’m speaking at [Event] on [Date]. I’d love to meet you there.”
This approach accomplishes two crucial objectives. First, prospects get to evaluate your speaking ability firsthand. Second, it serves as social proof; you’re clearly in demand if you’re already booked and performing. Remember to ask your current client’s permission before extending invitations to private events. Most are happy to accommodate when you explain the mutual benefit. Their event gains additional engaged attendees, and you get the chance to connect with potential future clients.
Building Your Speaking Business Through Relationships
The speaking industry thrives on relationships and referrals. A lot of the most successful speakers find that up to 90% of their bookings come from repeat clients and referrals after their first decade in business. This makes maintaining relationships crucial to long-term success.
You also need to understand the typical rebooking cycle. Most clients wait several years before bringing back the same speaker to avoid audience fatigue. This means you need systematic follow-up processes to stay connected during the interim periods.
Target organizations with rotating audiences for more frequent bookings. Universities conducting annual new student orientations, companies with regular staff training programs, and associations with changing membership rosters offer opportunities for annual engagements.
And of course, be genuinely helpful beyond your speaking engagement. Share relevant articles, make valuable introductions, and offer insights when appropriate. These small gestures keep you top-of-mind when speaking opportunities arise.
Speaker Referrals and Testimonials
Of course, the number one way to turn one speaking gig into several is through speaker referrals. After speaking at an event, always inquire about other contacts who have booked similar speakers from the event planner. This is the most effective way to secure future gigs. Nothing holds more significance for people than a recommendation from a trusted friend.
Consider this: when purchasing a product, are you more inclined to buy it when an unknown person pitches it to you or when a friend suggests, “Hey, you should try this, it’s fantastic!”? The latter undoubtedly carries more weight.
After a successful gig, ask the client, “Do you know any other event planners or conferences that might be looking for a speaker like me?” If you’ve done a great job, they’ll almost always recommend you to their peers. And not just out of kindness, but also because it enhances their credibility when they make good recommendations.
It’s also a great idea to request client testimonials, which you can use to reach out to potential clients. You’ll earn extra points if you can obtain letters of recommendation on the client’s letterhead.
One way to achieve these important goals is by requesting a letter of recommendation upfront during your negotiations with the client. Include this request in your contract, stating that if the client is satisfied with your work, they will write a letter of recommendation.
If, for some reason, the client cannot pay your full fee, you could offer to reduce it slightly in exchange for recommendations or introductions to other clients. In some cases, this can be even more valuable than receiving the full fee.
Get The #1 Marketing Asset To Book More Paid Speaking Gigs Join us for the Booked & Paid Bootcamp — our NEW 2-day virtual event designed to help you start booking more paid gigs FAST. Over two 5+ hour days of live training and Q&A, our team of 6 and 7 figure speakers will give you the proven playbook you need to become a successful paid speaker.
Conclusion
Every speaking engagement is an investment in your future pipeline. The audience member who becomes a repeat client, the event planner who refers you to colleagues, and the conference attendee who recommends you to their organization all multiply your demand over time.
Your reputation compounds with each excellent performance. Word spreads within industries, and event planners talk to each other. One stellar presentation can lead to referrals you won’t receive for months or even years.
The key is consistency. Deliver exceptional value on stage, provide outstanding client service, and maintain genuine relationships with everyone you meet. Do this systematically, and you’ll transform from someone hunting for individual gigs into someone with a waiting list of clients eager to book you.
