By Vickie K. Sullivan, Contributing Editor
You've hit a homerun with a recent speech. The audience was perfect, filled with high-level prospects who have the authority (and the budget) to hire you. Your talk was met with rave reviews and you got an outstanding recommendation letter from the host organization. It's 90 days later and you didn't get the business you expected. What happened?
As speaking goes beyond generating credibility and into lead generation, the next big question is: How can we convert a larger portion of the audience from observers to clients? This conversion happens with a consistent but subtle adjustment of perception.
Understand that the audience is not attending your program thinking of ways to hire you. Create that connection during the presentation by planting "seeds" that give them the idea to approach you. Experts who answer those below-the-surface questions create ingrained opinions that drive initial interest and inquiries.
Each attendee must be convinced of three things before they get the idea that you can help them. Below are the questions that must be answered before any attendee will approach you.
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