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Being selected as a speaker for association executives is a great opportunity to showcase your expertise and make a lasting impression. In order to stand out from the competition, it is important to understand the industry and organization you are speaking to. This blog post will provide tips and strategies for speakers to effectively connect with association executives and provide value beyond the event.

Understanding the Industry and Organization


As a speaker, it is essential to thoroughly understand the industry and organization you will be addressing. By doing so, you can deliver a tailored and impactful presentation that resonates with association executives. Here are some key steps to take to ensure you have a comprehensive understanding of the industry and organization:


Researching Current Trends, Challenges, and Opportunities


Before stepping on stage, it is important to familiarize yourself with the latest trends, challenges, and opportunities within the industry. This research not only helps you stay relevant but also enables you to provide valuable insights to association executives. To gather this information, consider the following approaches:


  1. Browsing Industry Websites and Publications: Keep an eye on industry-specific websites, blogs, and online publications to stay updated on the latest news, emerging trends, and key challenges faced by professionals in the field.
  2. Attending Industry Conferences and Events: By attending conferences and events related to the industry, you can interact with professionals from various organizations and gain firsthand knowledge of the key issues and opportunities they are currently facing.
  3. Engaging with Industry Thought Leaders: Connect with industry thought leaders through social media platforms or professional networking sites. Engage in discussions and follow their insights to understand the prevailing industry trends.


Understanding the Specific Organization


While understanding the industry is crucial, it is equally important to have a deep understanding of the specific organization you will be speaking to. Here are some strategies to gain insights into the organization:


  1. Requesting Access to Recent Magazines and Reports: Reach out to the organization and request access to their recent magazines, reports, or newsletters. These resources can provide valuable information about the organization’s objectives, challenges, and achievements.
  2. Gaining Access to Industry Associations: Many organizations have ties to industry associations or trade groups. Joining these associations can give you access to exclusive resources and networking opportunities.
  3. Conducting Interviews or Surveys: If possible, try to arrange interviews or surveys with employees or members of the organization. By directly interacting with them, you can gain valuable insights into their perspectives and needs.


Benefiting from Physical Resources


In addition to online resources, physical resources can also be immensely helpful in gaining a deeper understanding of the industry and organization. Consider these approaches:


  1. Sending Hard Copies of Industry Magazines: If you have access to industry magazines, consider sending hard copies to the organization. This gesture not only shows your commitment and dedication but also provides them with a tangible resource they can refer to for valuable industry insights.
  2. Requesting Physical Documents: If the organization has any physical documents, such as annual reports or research papers, request access to them. These documents often contain in-depth information about the organization’s industry position, challenges, and strategies.


By thoroughly understanding the industry and organization you will be speaking to, you can deliver a talk that is relevant, insightful, and memorable. Doing the necessary research and gaining insights will not only benefit you as a speaker but also leave a lasting impression on association executives.


Customizing Your Approach


Association executives appreciate speakers who tailor their approach to their specific needs. This not only shows professionalism but also establishes a strong connection with the audience. When you clearly communicate how your expertise aligns with their goals and challenges, you demonstrate your understanding of their unique needs and increase your chances of being selected as a speaker.


Customization is the key to delivering a successful presentation or workshop. To begin with, it is crucial to do your homework and thoroughly research the association you are presenting to. Familiarize yourself with their industry, their current challenges, and their strategic objectives. This will enable you to understand their specific needs and provide solutions that are relevant and valuable.


Understanding Their Needs


One of the first steps in customizing your approach is to clearly identify the association’s needs. This can be done through careful analysis of their mission statement, strategic plan, and any available industry reports or surveys. By identifying their pain points and challenges, you can tailor your presentation to address these directly.


Consider reaching out to the association’s representatives or members to gain a deeper understanding of their needs. Request a brief phone call or arrange a meeting to discuss the key focus areas and desired outcomes of the event. This proactive approach not only shows your commitment but also allows you to gather valuable insights that will help you further customize your approach.


Aligning Your Expertise


Once you have a clear understanding of the association’s needs, it’s time to align your expertise with their goals. Highlight your relevant experience, achievements, and knowledge in your presentation materials. Clearly communicate how your expertise directly relates to their challenges and how you can provide valuable insights and solutions.


Using real-life examples and case studies can be incredibly powerful in demonstrating your understanding of the association’s needs. Share success stories or highlight previous engagements where you successfully addressed similar challenges. This not only builds credibility but also instills confidence in the association executives that you are the right speaker for their event.


Clear Communication


Effective communication is essential when customizing your approach for association executives. Craft your presentation in a clear and concise manner, using language that resonates with the audience. Avoid jargon or technical terms that may be unfamiliar to them.


When communicating your understanding of the association’s needs, be specific and provide concrete examples. Show them that you have done your research and are genuinely interested in helping them overcome their challenges. Use their language and speak directly to their pain points to create a stronger connection.


During the presentation, encourage interaction and engagement by asking questions and inviting feedback. This will not only show your attentiveness to their needs but also allow for a more personalized experience. Be open to adapting your approach as you receive input from the association executives.


Providing Value Beyond the Event


Once booked as a speaker, it is important to go beyond simply showing up and delivering a presentation. Association executives value speakers who actively engage with their organization and provide additional value. This can include offering resources, follow-up consultations, or even participating in post-event discussions. By providing ongoing support and expertise, you can establish yourself as a trusted resource for the association.


As a speaker, your role extends far beyond the time you spend on stage. To truly provide value to your audience and the association you are working with, it is essential to take a proactive approach in engaging with them before, during, and after the event. By going the extra mile, you can position yourself as a valuable partner and build long-lasting relationships.


Offering Resources


One way to provide value beyond the event is by offering additional resources to the association and its members. This can be in the form of handouts, e-books, or even online courses. By providing these resources, you are giving attendees something tangible to take away from your presentation and continue their learning journey. It also shows your commitment to their success and establishes you as an authority in your field.


When creating resources, it is important to tailor them to the specific needs and interests of the association. Conducting surveys or interviews with the association’s members can help you gather valuable insights and create content that is relevant to them. This personalized approach will make the resources more valuable and impactful.


Follow-Up Consultations


Another way to provide ongoing value is by offering follow-up consultations to the association’s members. This can be done through virtual meetings, phone calls, or even email exchanges. By offering personalized advice and guidance, you can help attendees implement the knowledge they gained from your presentation into their own professional lives.


When offering follow-up consultations, it is important to be accessible and responsive. Make sure to set clear expectations regarding the scope and duration of the consultations, and provide guidance on how attendees can schedule their appointments. By being proactive and offering your expertise beyond the event, you are showing your commitment to the association’s members and their growth.


Participating in Post-Event Discussions


Engaging in post-event discussions is a great way to continue the conversation and provide additional value. This can be done through online forums, social media groups, or even dedicated discussion boards on the association’s website. By actively participating in these discussions, you can answer questions, share additional insights, and foster a sense of community among the attendees.


When participating in post-event discussions, it is important to be respectful and considerate of others’ opinions. Encourage open dialogue and create a safe space for attendees to share their thoughts and experiences. By actively engaging in these discussions, you are not only providing value to the association’s members but also establishing yourself as a thought leader in your field.


Establishing Yourself as a Trusted Resource


By consistently providing ongoing support and expertise, you can establish yourself as a trusted resource for the association. This will not only strengthen your relationship with the organization but also increase the likelihood of future speaking opportunities. Association executives value speakers who go above and beyond to add value and support their members.


To establish yourself as a trusted resource, it is important to maintain a strong online presence. This can include regularly updating your blog or website with valuable content, actively engaging on social media platforms, and participating in relevant industry events and discussions. By positioning yourself as an authority in your field, you will become the go-to speaker for associations looking for valuable insights and expertise.


In conclusion, providing value beyond the event is crucial for speakers who want to build long-lasting relationships with associations. By offering resources, follow-up consultations, and participating in post-event discussions, you can establish yourself as a trusted resource and position yourself as an authority in your field. Remember, your role as a speaker extends far beyond the time you spend on stage, and by going the extra mile, you can make a lasting impact on the association and its members.