So You Want To Be A Professional Speaker?

by Sheryl Nicholson, CSP

Answers the questions most people ask Sheryl about the speaking profession and what steps it takes to get into the business.

Excerpts from an Internet interview by Krista Levar

Sheryl, what is it that drew you to this field?

I was in real estate sales and had attended a seminar over a 2 night period that gave me skills that improved my closing ratio immediately. I also learned how to flex my communication style to work with people who agitated me in the past and saw positive results quickly, I wrote that speaker a letter which included "You've got a GREAT message.....but only 1 mouth. Let me be your mouthpiece in the Tampa area." We met, I found out the speaker's goal, and immediately went to work promoting him.

How was it to start out?

I had no fear promoting someone else....because I knew how his training had changed my life. After 2 years I created too much business for him (he couldn't do them all) so I left and went to work with Dale Carnegie training. Again I had no fear. People were familiar with the name and I got in front of top level executives. That was the most valuable lesson I received from that work. But there was no opportunity for advancement unless you owned the franchise.....so I left and started my own business with my last paycheck of $250!

As a divorced Mom I needed to work 3 jobs! I got my 4 kids off to school, put on overalls and repaired bathtubs on construction sites (I'm a plumbers daughter). Then I came home, showered and sold real estate. In the evening I would go out and talk "for free" on what we speakers call "the rubber chicken circuit"....Jaycees, Rotaries, Kiwanis, Local Associations, Chambers of Commerce, etc.

I took that $250 and a passport picture to a local printer and asked him to create a tri-fold brochure for me on pink/mauve paper (can you believe it?) and started banging on doors. I knew I could make a difference in people's productivity in the work place and in their personal lives if I was only given a chance.

I had met two women from Aetna Insurance who gave me my first opportunity by introducing me to their boss. I created a six part Customer Service program and quoted a fee. Their boss said, "They like you, but I don't know if you're worth that much money. So we'll try you for this amount instead and see how it goes."

After I completed the program I got a message on my phone to come in and talk with that boss. I was so nervous! When I arrived in his office, he rose, smiled and said, "We believe we got more than we paid for"....and he handed me a bonus check and schedule 24 more training dates. He's retired now and I hope he knows how important he was to my success.

Support from local business

My business was totally created in my own backyard. With four children I couldn't travel. It totally depended on me knocking on doors and creating the business myself. You have to be able to "sell yourself". Passion for your speech or your audience is not going to be enough.

What made you choose motivational speaking?

I didn't choose it, it chose me. Most speakers will tell you the same. One of the wonderful things about this business is spending time with my peers at the National Speakers Association Convention. We all have similar "turning points" in our lives, a passion to impact others because of something that impacted us.

Now that you are working in the field what is your impression of it as a whole?

I love my work and my life. I wouldn't do anything else for any amount of money. It's not an easy job, there continues to be lots of competition, and I believe you must have three ingredients to make it in this business. Commitment (many times you'll be tempted to ask yourself 'should I get a real job?') Persistence (some accounts have taken me three years to finally capture) and Sales Knowledge (YOU are responsible for making your phone ring and building your business).

What kind of success have you had to date?

I have been able to accomplish my financial goals of providing well for my family, change people's lives, improve work environments and still have time to be intimately involved in my children's lives as they grew and became parents themselves. That to ME is a wonderful definition for success!

Is this a full-time venture?

We speakers joke often about that question. Are you a full time part-timer or a part time full-timer? Most of us have our offices in our homes and we've learned how to "steal time". I've never clocked my time. Most of us don't work 8-5. I write books when it's raining outside, stuff envelopes in front of the television, shrink wrap product when everyone else is sleeping....in other words, I'm full time committed.

Is it financially viable as a full-time career?

Yes! There are all kinds of techniques and tools to use to support your business when you first start out. However I usually recommend that a person keep their day job and do speaking part time until they can feed themselves.

Is it emotionally rewarding?

Absolutely! That's the real hook that keeps you committed to the business. But you can't eat that reward. Remember this is a business and if you treat it as such you can defy the statistics and "still be standing" three years from now.

How do you see the trends of this industry going?

Most of us agree that this business must be three-legged. Keynoting, workshops and consulting. The days of arriving in a limo, showing up to "wow 'em", and leave are becoming fewer. Companies and speakers understand the huge investment of time and money given to events and expectations have risen. Content is given by Humorists, and humor is given by Lecturers. "Take back skills" are required in whatever message is shared today.

Another shifting trend is lead time. Years ago Meeting Professionals would book a speaker almost two years ahead of the event. Last week I received a call to speak at a convention planned in four weeks! Attendance and membership are down, people are waiting to make a decision to attend a conference until the last minute and this makes it very difficult for budgeting and hiring speakers. I have great respect and empathy for the Meeting Professional today and that's why I like to "under promise, and over deliver!"

Does the future look promising?

Sure it does! Like any business, we have to stay current with the needs of our clients! We have to stay educated and growing in our knowledge so that we remain the experts that businesses need and want their people to hear. Change management has effected our industry just like all the others.

Do you have any tips for others who are interested in getting involved with motivational speaking?

I'd ask "What's your passion? Where is your expertise? Do you have a sales background or knowledge? Can you go three months without a paycheck? Do you have support at home?" Get connected! Join Toastmasters International to learn how to speak so others want to hear. Buy Speak and Grow Rich and Million Dollar Speaking and attend the National Speakers Association convention. We have an Eastern and Western Winter Workshop and then a National Convention. You'll be given VIP status as a first-timer and get access to the Best of the Best. Create a list of ten creative and important questions and ask the experts for their answers. Go to your local National Speakers Association's Chapter meeting to meet and talk with people who are doing this for a living.

There are exceptions to this advice but it will make their journey easier if they do the above.

Sheryl Nicholson, CSP is an International Speaker/Author nationally published in Inc., Entrepreneur, Woman's Day, YM, Parents, The Futurist, Success, etc. She has authored 3 books and is currently on a book signing tour for her stories in several Chicken Soup for the Soul series. She speaks on Leadership, Sales and How to Get a Life....Balanced! She can be reached through her website at www.Sheryl.com or by calling (727) 937-3322

For more information on becoming a Professional Speaker please visit the National Speakers Association