Quick Summary
Speaking at conferences can bring in sales, but it took me time to learn how to convert an audience. Here’s my three-step approach:
1. Choose the right stage – Speak to the right audience. For example, instead of interior designers, try dental conferences if you specialize in medical clinic interiors.
2. Demonstrate, don’t persuade – Use case studies to show your process and results, not a sales pitch.
3. Stay in touch – Make it easy for people to reach out by including contact info and a QR code in your presentation.
Public speaking can make selling easier, as prospects approach you already seeing your value.
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Hello,
Every conference I’ve spoken at has brought at least one sale. Within the first few weeks, we’ll get a dozen small inquiries. About 6 to 12 months later, a couple of big ones roll in. But it wasn’t always this way. When I started public speaking, I didn’t know how to convert an audience.
Over time, I refined my approach into three steps:
Step 1 – Choose the stage carefully.
You could have the most inspirational talk in the world but it won’t do anything for your business if it’s not in front of the right audience.
Here’s an example: Say you specialize in interiors for medical clinics. Instead of speaking to interior designers, look for dental conferences. It might be a smaller audience but they’re more likely to hire you.
Step 2 – Demonstrate, don’t persuade.
Conferences are all about professional development. People go to learn and network. Turning your talk into a big ol’ sales pitch is a no-go. But if you’re not getting paid to speak, you’ll want to make your time worthwhile. One way or another, you have to sell without pitching.
How? Demonstrate, don’t persuade.
Let’s run with the “dental conference” example. Say you designed a successful dental clinic. Employees enjoy working, patients feel at ease, and revenue is up because the storefront attracts more foot traffic – all thanks to your design!
In your talk, break it down step by step. Turn your project into a case study, showing the audience how they can achieve similar results. This lets them envision working with you—without overtly selling.
Step 3 – Stay in touch.
Despite what you may think, teaching your process won’t lead them to DIY it. Remember, you’re speaking to dentists, not designers. Instead, they may say, “This seems like a lot to do on our own. Can you help?” Some will reach out immediately, others will take time. In any case, make staying in touch easy. In your slide deck, include your email, socials and a QR code to download the slides.
What do you think?
Whether it’s on social media or a stage, putting yourself out there might feel scary. But by teaching people your work, instead of pitching it, everything changes. Promoting yourself no longer feels icky and selling becomes easier. Enjoyable, even. When those prospects reach out and inquire, they’re coming as fans. They’re already familiar with your approach and see you as the go-to for the job. Sales calls become less about persuading and more about confirming the fit.
If public speaking or marketing feels daunting, I hope today’s email gave you a little push and showed you what’s possible.
Until next week,
Daniela
