Speak about your shared success in a case study.
Conference organizers recruit panelists who address the issues that keep business owners and executives up at night.
They look for speakers who deliver their knowledge in accessible presentations, with takeaways that can be implemented easily.
Similarly, prospective clients want to learn that you understand their problem — and have solved it — before they consider hiring you.
Team up with a client for your next industry conference proposal. When you discuss a recent success, you address a timely issue in the sector and connect with attendees. As an industry insider, the client is an authority, from the conference organizer’s perspective, which grants you, the outsider, more credibility.
Plus, attendees will identify with their colleague as they struggle to resolve that same problem they now face.
Your role in providing the solution demonstrates that you have your finger on the pulse of what’s happening in the industry.
In the process of creating the presentation, you strengthen the relationship with your client. Additionally, you place them in the spotlight in front of their peers.
It’s a win-win for you both.
This Month’s Tip
Use the P A R I model for your presentation.
P represents the problem or present situation.
A stands for the advice you gave or action you took.
R is for the result, in the short term.
I refers to the impact over the longer term.
For example, a client wanted to attract more business from hotels (problem).
Together, we placed articles in hotel industry magazines about the success he had advising two well-known hotels (action); this advice led to the businesses saving thousands of dollars.
Hotel executives read the articles and contacted the company (result) to learn how they might similarly save money.
The company spoke with the prospects and landed multiple clients (impact).
Contact
Which client success might you discuss in your case study presentation? Contact me at Janet@JanetLFalk.com, set an appointment here or call me at 347.256.9141. Together, let’s review recent successes of issues that plague the industry and invite a client to share their experience working with you.
Note: This is the second of two newsletters; the first discussed how to get noticed to speak at a conference.
See also: Speaking of Speaking, for best practices to deliver your remarks.
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Note: This newsletter was inspired by Howard Levy of Red Rooster Group , who presented a branding case study with his client, radio station WBGO, at a conference for nonprofit professionals.