Elements of the 4Profit Speaking Post-Speech Summary

·       Cover letter –re-capping your overall experience with the speech – logistics, room set-up, sound, overall audience reaction, AND, an executive summary of the report itself.

·       Pre-Program Research – If you have sent postcards, letters, emails, made telephone calls, and done other pre-program research, remind the meeting planner/sponsor of your efforts. They may have forgotten your promises to do the pre-program research from your proposal you wrote a year ago. Be specific. If you called fifteen people, list their names and general comments made by the recipients that helped you craft your speech. List the people you tried to call but were unable to reach. Total effort counts.

·      Any “in-speech” surveys you may have conducted. I always report the results of my marketing survey as the results typically reveal problems that an additional speech might address. I report the results and add my comments to help the meeting planner/sponsor understand the implications for their organization.

From an actual report summary, “This response is probably optimistic. Most retailers probably don’t know how much business they don’t have. The difference of a single percentage point in the _______ industry is worth over $1 million according to your 1996/1997 Size of the _______ Industry Study.”

·       Audience Evaluation Summary – In addition to reporting statistical summaries I report what every audience member wrote on open-ended questions. And I write them in the order of the best ones first, figuring that the reader may not read them all. Meeting planners/sponsors seem to be more interested in what people actually say about a speaker than they are about some 1-10 rating system.

Everything gets listed – responses to:

“May we have and use a quote about Ed’s program?”

“What is the number #1 idea you’ll take home from the seminar?”

And most import, “What are some topics/ideas we might have Ed back to present at a future seminar?”

These responses let the audience sell YOU!

·       Sales Report – I always tell the meeting planner/sponsor what my product sales are as this gives him/her a good idea of the level of audience satisfaction.

·       Email Address Request report – The percentage of people who volunteered their email address for my free electronic newsletter is an indication to the meeting planner/sponsor of the audience’s interest in my topics.