Money Talks

As part of a mentoring program, I was once asked to coach and supervise someone who was about to give his first major presentation in front of his peers and key decision makers. He dismissed all the advice that he was given and said, rather breezily, that he had a strong background in amateur dramatics, so he knew exactly how to deliver a speech. The outcome was predictable but still sad. He knew all about how to project his voice and how to achieve rapport and get a quick laugh, but that was about it. People who know nothing about professional speaking assume that it's easy. When somebody once asked me my fee for a speech, I saw the eyebrows shoot upwards: "For an hour's work????" I was asked. "No," I responded, "For thousands of hours of research, preparation and practice." Any professional speaker would say the same. It is no different from a professional musician, dancer or comedian. If Alan Weiss's book had been available back then, I would have asked my mentoree to read it. It is precise, specific and also lays out the big picture. So often books like this are full of self-congratulation, but this one really does deliver. No book in the world will do everything for you. But if you really do want to be a speaker and you have something to say which will enrich your audience: read this book; take action on its contents; contact other professionals in your area, or organizations like the National Speaker's Association and then take massive action to get started!

If you have read "Speak and Grow Rich" or similar books, then you will very much enjoy this refreshing take on the speaking industry. The author breaks down all of the old speaking industry myths and affirms that anyone can make it in the speaking business. Old industry axioms such as "raise your fees when demand exceeds supply" and "specialize in a few areas of speaking" are blasted by the author's advice to raise fees when the value you offer to the customer increases, and to offer clients as many services as you are comfortable providing (e.g. wide range of topics as well as delivery formats (keynotes, training, etc.)). This book is VERY customer-centric; that is, the author looks at speaking/training/workshops as a catalyst for evoking change (e.g. improved communication, increased sales) and believes they should produce tangible results that last long after the speaker has left the client site. This is far different from the tone of other books which seem to indicate that speaking is an ego-centric medium and that platform skills are more important than value delivered. In short, the author speaks volumes on delivering real, measurable value, in both speaking, writing (articles, books, etc.) and any products you develop and sell. He furvently denounces egomaniacal motivations and condones making the absolute best effort to provide buyer/client satisfaction. Other topics the author touches on: business insurance, incorporating your business, speaker's bureaus (why they need you, not the other way around), and marketing strategies (this is lightly touched upon). Be forewarned that the author writes about catering to business clients rather than to individual consumers, so you will not find information regarding developing and marketing consumer centric seminars (although he does touch (very) briefly on the college and private seminar market). If this is what you are looking for, may I recommend a book by Robert W. Bly or by Paul Karasik. This is a wonderful book that will likely leave you with a "it's not as hard as the other books said" feeling. My recommendation is that you read "Speak and Grow Rich" by the Walters duo first (it's got excellent information about every aspect of the business, despite its shameless self-promotion) then go on to reading Weiss' superb work.

Alan Weiss is a Prophet to speaking and consulting professionals. With a fresh, no nonsense style, Alan gives the answers to the right questions: how to establish fees, build relationships, and say no to business that's all wrong. The speaking industry is filled with hot air. Weiss knows this and delivers insights that will cut your learning curve in half. If you could buy ONLY one book about how to be a successful speaker, this is the one.

I've been a professional speaker for 18 years and I am often asked for advice by new speakers. From now on, I will simply say "Read Alan Weiss". But it's not just for beginners. This is without question the best book I've ever seen on the topic of professional speaking.

Best book I've read on the business of professional speaking. Shoots holes in some of the traditional sacred cows (it's about time). Very thought provoking--for both beginning and established pro speakers. Weiss even covers that secret topic of actual specific dollar fees! As a professional speaker, I am pleased to heartily recommend this book to others.