2024 September Virtual Guest Presenter

Building a Million-Dollar Speaking Business

Presented by Bill Cates, CSP, CPAE

Would you like to build a business that generates $1M or more in annual revenue?
Or would you just like to make a lot more than what you’re making now?

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Bill Cates, CSP, CPAE, has built an extremely successful speaking business – generating revenues in excess of $1million yearly for the past 10 years. Approximately 35% of his revenue comes from speaking (in-person and virtual). The remainder comes from different revenue sources, such as online learning, podcasting, and licensing his intellectual property.

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In this information-packed session, Bill will tell you exactly how he built and sustained a successful and relevant business and how you can do it too. You will emerge with a clearer vision of what’s possible for you. You’ll learn the principles, strategies, and specific tactics to get there, as well as the shifts in your thinking that might be necessary for this kind of growth.

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After this session you will be able to…

·      Remain relevant in a fast-changing environment by using your relevance laboratory.
·      Generate more referrals for presentations, coaching, and/or consulting.
·      Create multiple streams of income, including:
        - Online video-based learning and
        - Licensing your intellectual property

·      Determine if a podcast is right for you and turn it into a true revenue generator.

·      Answer your questions related to almost every aspect of the speaking business.

Get the real scoop from someone who has done it – and continues to do it.

For speakers of all levels. Specific action items to kickstart your business.

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More about Bill Cates, CSP, CPAE

Bill is a founding member of NSA’s Million Dollar Speakers Group and has sustained a7-figure speaking business by becoming extremely focused and relevant with his business.  He is the author of 6 books, as well as a number of corporate video training programs licensed by companies around the world. In addition to being a Certified Professional Speaker, Bill was inducted into NSA’s CPAE Speakers Hall of Fame in 2010.

Bill’s system has been featured in Success Magazine, Selling Power Magazine,Entrepreneur Magazine, and The Wall Street Journal. And his business success has been featured in Money Magazine.

Bill doesn’t just talk about what it takes to be successful in this business – he’s actually done it!  

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Guests are welcome, though they must register to receive zoom information.

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Have an idea or recommendation?  Then please share with info@nsahawaii.org!

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Quick recap

‍NSA hosted a virtual lunch and learn event, with Bill Cates, a founding member of NSA's 1 million Dollar Speakers group, as the guest speaker. Bill discussed the importance of positioning one's business as a solution to critical problems, the need for education and awareness about inclusivity in communication, and his strategies for building relationships and using video in his presentations. He also shared his experiences and insights on staying relevant in the industry, emphasizing the importance of market research, refreshing content, and coaching and consulting.

Recording Link: https://youtu.be/Ls0jUmWNFFs

Summary

NSA Virtual Lunch and Learn: Upcoming Events and Guest Speaker

‍NSA welcomed everyone to the virtual lunch and learn event and discussed upcoming events, including a dinner at the Spaghetti Factory and a workshop in November. NSA also encouraged members to update their profiles on the website. Bill Cates, a founding member of Nsa's 1 million Dollar Speakers group, was the guest speaker. He shared his experience in the speaking business, emphasizing that it's not just about being a keynote speaker, but also about generating revenue through coaching, consulting, and online learning. He also discussed the importance of referrals in the business and encouraged the attendees to continually improve their skills and products.

‍Positioning Solutions for Critical Problems and Inclusivity

‍BillCates discussed the importance of positioning one's business as a solution to critical problems that companies urgently need to address, rather than focusing on latent, aspirational issues. He also highlighted the need for education and awareness about the importance of inclusivity in communication. Jicky shared her experiences at the NSA and Toastmaster events, where she encountered challenges in ensuring accessibility for all attendees. BillCates agreed with Jicky's concerns and suggested that tying the message to a critical problem, such as employee turnover, could make it more compelling. He also emphasized the importance of making a case for the value of an activity or service, demonstrating its practical benefits and solving real problems.

‍BillCates' Relationship Marketing Strategies for Financial Advisors

‍BillCates discussed his expertise in teaching financial advisors how to acquire new clients through relationship marketing, emphasizing the importance of relevant messaging, building a reputation, and getting more referrals. He also shared his approach to engaging with clients and audience members before, during, and after presentations, and his strategy of interviewing clients for his podcast. BillCates highlighted the importance of capturing participants' perspectives accurately and obtaining more video testimonials. Dr. was present but did not contribute significantly to the discussion.

‍Strategies for Reinforcing Messages and Pricing

‍BillCates discussed his strategies for reinforcing messages to clients, emphasizing the importance of follow-up calls and the need for preparation and specificity when asking for introductions. He also shared his approach to pricing, noting that the cost per person decreased with larger events. BillCates highlighted the importance of building rapport and gathering information about potential contacts to facilitate referrals, and shared his experiences of turning down engagements where he couldn't deliver what was expected. Annabel raised a question about being too broad in her approach, to which Bill suggested tailoring her approach to the needs of her clients.

‍Building Relationships and Leveraging Video Strategies

‍Bill Cates discussed his strategies for building relationships and using video in his presentations. He mentioned that he uses video to create interaction and to overcome his dislike for role-playing. He also shared his experience with licensing his video products to corporations, such as Bankers Life, which has been a significant revenue generator for him. Bill also explained his use of different video setups, including his office, a green screen studio, and a professional studio for higher quality videos. He emphasized the importance of keeping up with the latest video technology to maintain quality. Rebecca asked about the practice of offering money for referrals, to which Bill responded that he had never had a client ask for that. Jicky inquired about the format and packaging of the videos, to which Bill clarified that he uses different formats depending on the context and length of the video.

‍Effective File Sharing and Content Promotion Strategies

‍Bill Cates discussed his approach to sharing large PowerPoint files with clients, often breaking them into smaller files or using Dropbox. He also shared his preference for high-quality content, even if it means larger file sizes. Annabel asked about using videos to promote keynotes and Bill suggested using unlisted YouTube videos or Vimeo for privacy. Jicky shared her method of tailoring web pages for specific clients, while Bill demonstrated his use of Kajabi for creating online courses and engaging with clients. The conversation ended with Bill inviting questions about his methods.

‍Licensing Products and Building Market Expertise

‍Bill Cates discusses his experiences licensing products and shares how he underestimated the value of his services initially. He emphasizes the importance of building expertise in a specific market to attract clients. Bill notes that having a target market or well-crafted expertise is crucial for success. He also mentions that meeting planners now prioritize content over motivational style.‍

Staying Relevant in the Industry: Bill Cates' Insights

‍Bill Cates shared his experiences and insights on staying relevant in the industry. He discussed the importance of market research, the need to refresh content, and the value of coaching and consulting. He also emphasized the role of his podcast and interviews with top financial professionals in keeping his knowledge up-to-date. Bill stressed the importance of relevance in overcoming obstacles and maintaining credibility. The conversation ended with an invitation to the next event and a thank you to Bill for his insightful contributions.

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