How to Sell Products, Courses, or Services Through Speaking Engagements
Public speaking is more than just sharing ideas—it’s a powerful platform to showcase your expertise and build trust with your audience. For professionals, this makes it an excellent opportunity to sell products, courses, or services without sounding overly promotional. The key? Deliver value first and strategically weave your offerings into your talk. Here’s how you can master the art of selling through speaking engagements.
1. Know Your Audience’s Needs
The foundation of successful selling is understanding your audience. Before your speaking engagement, research who will be in the room. Are they entrepreneurs, students, or industry professionals? What challenges are they facing, and how does your product, course, or service solve those problems?
Tailor your talk to address their pain points, and position your offering as a natural next step. When the audience sees how your solution fits into their lives, the “sale” feels organic and authentic.
2. Lead With Value, Not a Sales Pitch
A speaking engagement is about creating value—not delivering a commercial. Focus your presentation on actionable insights, solutions, or tools your audience can use immediately. As you establish yourself as a credible expert, your audience will naturally be curious about how they can work with you or learn more.
For example, if you’re selling an online course, provide a high-level overview of the topic and leave them wanting to dive deeper. When you show them the “why” and the “what,” they’ll seek your product for the “how.”
3. Use Storytelling to Highlight Your Offerings
Stories are one of the most effective ways to connect with your audience and subtly introduce your products or services. Share relatable anecdotes about how your offering has helped others solve problems or achieve goals. A powerful success story not only illustrates the value of your product but also creates an emotional connection.
For instance, instead of saying, “Buy my coaching program,” you could share a story about a past client who overcame significant challenges with your guidance, ending with an invitation to explore similar support.
4. Design Your Presentation With a Call to Action (CTA)
Every speaking engagement should have a clear call to action, whether it’s encouraging your audience to visit your website, sign up for your newsletter, or purchase a product. Your CTA should be natural, concise, and directly tied to the value you’ve delivered.
Examples of CTAs:
- “If you’re ready to dive deeper into this topic, check out my online course at [website].”
- “For those of you facing this challenge, I offer a free consultation to discuss how my services can help.”
- “You can download my free resource guide on this subject, and if you’d like more, my full workshop is available online.”
5. Leverage Freebies to Build Interest
Offering free resources is a great way to build trust and guide your audience toward a purchase. A free eBook, worksheet, or webinar not only provides additional value but also serves as a gateway to introduce your product, course, or service.
For example, a speaker promoting a fitness program could offer a free 7-day meal plan and follow up with details about their comprehensive coaching package. Ensure your freebies showcase your expertise and leave your audience wanting more.
6. Showcase Social Proof
Your audience is more likely to purchase if they see evidence of your product’s effectiveness. Use testimonials, case studies, or examples of satisfied customers during your talk. Social proof reassures potential buyers that others have benefited from what you’re offering.
For example, you could say, “One of my course participants, Sarah, was able to increase her productivity by 50% within a month. Here’s how she applied what she learned…”
7. Offer an Exclusive Deal for Your Audience
Creating a sense of urgency or exclusivity can boost conversions. Offer a special discount, bonus, or limited-time access to your product or service for attendees of your speaking engagement. Be transparent about the timeframe and benefits to motivate your audience to act quickly.
For instance: “For everyone here today, I’m offering a 20% discount on my program if you sign up within the next 48 hours.”
8. Use Speaker-Friendly Tools to Maximize Reach
When selling through speaking engagements, having the right tools is critical. Platforms like SpeakerHUB can help you grow your reach, connect with event organizers, and find audiences that align with your offerings. SpeakerHUB also allows you to showcase your expertise, making it easier for event planners to book you for engagements where you can strategically market your products, courses, or services.
By leveraging platforms and tools that enhance your visibility, you’ll have more opportunities to sell in ways that feel authentic and impactful.
9. Follow Up With Your Audience
The real magic happens after your presentation. Ensure you have a system for capturing leads, such as a sign-up sheet, a QR code directing to your website, or a link to download your freebie. Following up with an email sequence or personal outreach helps you stay connected and nurture leads into customers.
Your follow-up could include:
- A thank-you email with a recap of your key points.
- Additional resources related to your talk.
- A gentle reminder about your special offer.
Final Thoughts
Selling products, courses, or services through speaking engagements doesn’t have to feel salesy. By focusing on delivering value, addressing your audience’s needs, and incorporating subtle but strategic CTAs, you can turn your speaking opportunities into a powerful sales channel.
Ready to take your speaking engagements to the next level? With tools and resources from SpeakerHUB, you can connect with event organizers, refine your approach, and find opportunities that align with your business goals. Start building your speaking career and watch your products and services reach new heights.
