The following is a transcription taken from Explode Your Practice.

My coach gave me this.  What you do before any speech, you see, there’s three ways to sell to people.  And only one of them is during the speech.

The first way you do it, is you get an agreement that they will send out an e-mail or a letter to every single member of their organization from you inviting them to come for the talk.  Now, they’ll love that because they want everyone to participate.  And you write it for them.  Then they send it out on an e-mail that probably gives them your website, they can subscribe to your newsletter, all sorts of things.

So instead of getting in front of the 20 people who come to your speech, you get in front of 200.  Then they come to your speech, and they’ve already heard from you so, you’ve already built a relationship with them, you talk to them, you get the form, they can fill something in, when you’ve got product, you can sell them that.  And then, you offer in the agreement of the company right up front, that you send them a thank you, and maybe a resource.  Here are the notes, here are the top ten list from our speech, I encourage you to follow-up on it, enjoy, blah, blah, blah.

If you need further information, here is my website.  You can buy this, or if you haven’t already got my newsletter, do this, blah, blah, blah.  So it’s really simple for the company.  You know, I can do it for 500, and here’s what I suggest how we do it.  Then you know, I send the e-mail out first, we do the speech, and you send you send out an e-mail at the end.  If they agree to that, that’s worth discounting for.