Ten Questions to Book More Business!

Key to getting the opportunity to present your program is asking the right questions. We need to be able to discern if the program the meeting planner is seeking to fill is a fit. I tell my clients, fit is THE most important thing!

Following are my ten questions:

1. Do you use paid, professional speakers?
Heresy you say?! I HATE bringing up money! I’ve heard this response before, and must admit, am comfortable with my reply. If you can’t do this professionally and comfortably, then find a new job. We are paid professionals and as such must never be hesitant to discuss our fee.

2. Who have you used in the past?
This let’s us find out a couple of key things. First, is this group interested in my topic? Second, is this group willing to pay my fee? Both of these are key questions indeed! However, merely because a prospect hasn’t used a speaker with my area of expertise doesn’t mean we can’t convince him/her to give it a try! In fact, it’s our obligation to ask for consideration of what we do.

3. Do you have a specific program date?
I ask this because I feel a specific date speaks to this group’s sincerity in actually having a meeting. If a vague answer such as “sometime next fall” is given, I know there is nothing certain about the meeting yet. I’m looking for a specific date here.

4. Where will the meeting be held?
I like to know this because it can, at times, afford me a competitive advantage. If I live in St. Louis, and the meeting is to be held in Chicago, I would like the opportunity to say, “your venue is a $99 round trip ticket from my home, if you bring me in my expenses would be very low”. On the other hand, if the meeting is to be held in Honolulu, I’ll keep my mouth shut!

5. What type of meeting is this?
Is it an annual meeting, special occasion, or another type of meeting? I want to know because if, for example, it is a quarterly sales meeting, I may have three other opportunities to be considered beyond this one.

6. How is the decision made regarding speakers?
An important question! I like to ask the question this way instead of “Are you the decision maker?” I think the latter is insulting! Asking the question this way is true relational selling. It offers an opportunity to hear about the process used in planning the meeting, and makes the person on the other end of phone feel helpful, not defensive.

7. When do you begin planning the meeting?
It’s great to know when the actual meeting will be taking place, but this is the really important date to make sure your materials are in front of the meeting planner or the committee. Take the opportunity to say, “When would you like to receive my material?” I guarantee you that the planner will appreciate your consideration of their time!

8. Is there a focus or theme for your meeting?
This allows you to see if a natural fit would exist between your area of expertise and their program. It’s just another opportunity for you to create a perception of being easy to work with and responsive to the prospect’s needs.

9. Is there a budget I should be aware of?
When I first started outbound marketing in this industry I was told to ask, “What’s your budget?” Now there’s finesse for you! I think this is a more relational way of bringing up money. Remember – if they don’t have your fee, they likely are not a good fit. Again, this allows you to find more about the budget process. Is there a materials budget that could be used? Is there a training budget?

10. Is there anything else you need from me in order to decide if I would be a good fit for your meeting?
This is a great “closure” question. It allows the meeting planner to offer any other suggestions that may be helpful in the decision. I also think it positions you as wanting to be helpful at every point in the process.

That’s it! Ten questions I hope will help you to Book More Business!

2009 Lois Creamer, Book More Business. Lois works with professional speakers who want to book more business and increase profits. She can be reached at 314-822-8225 or at lois@bookmorebusiness.com. Visit her web site, www.BookMoreBusiness.com for more information about her consulting and programs and to sign up for free tips!

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