Speaking at conferences as an expert is a proven means of introducing yourself to new prospects. These engagements must yield business; otherwise, they are merely costly marketing efforts—considering the real and opportunity costs of preparation, travel and out-of-office time.

Here are 10 tips for how to maximize the business results from your next conference speaking engagement.

1. Stick to the topic

Conference planners carefully develop and advertise their sessions with the expectation that speakers will actually speak on the assigned topic. Being an expert in the field does not entitle you to arbitrarily change the conference program. Attendees choose to attend sessions from a list of options and expect to hear you present on the chosen topic.

If you are unsure of what you are expected to deliver, read the promotional material and, if need be, check back with the conference organizers. Even if you are delivering a relatively stock presentation, tailor it for your audience.

2. Speak within the allocated time

If you are speaking on a panel of industry experts, stay within the allotted time. If you are told that you have 20 minutes, don't give a 10-minute or a 25-minute speech. Members of the audience, your target market, may perceive a very short presentation as unprepared and may feel cheated. If you speak too long, you will be perceived as grabbing the limelight. This is particularly dangerous if you are on a panel with competitors who may later use this against you.

3. Check the audio-visual equipment

Most conferences are well equipped with microphones and projectors, but even this equipment does not perform uniformly well. Have your presentation slides ready on several media besides your own laptop: burn them on a CD or save them on a USB memory stick, or even a floppy disk. Then, before the session begins, do a brief AV check with the session moderator to make sure that you can smoothly transition without wasting any precious time.

4. Be available to answer questions later

As a speaker, you are a designated expert. Use this luster to your advantage, even after your session ends. Attendees should be able to come up to you during the remainder of the conference and pose additional questions beyond the Q&A. These questions often lead to in-depth discussions and business opportunities.

5. Keep your speaker badge visible

Speakers who hide their badges, or don't bother to pick them up, make the erroneous assumption that everybody knows who they are. Unless you are a true celebrity (not just a legend in your own mind), your badge with its speaker designation is an open invitation to a dialogue with attendees. Those who heard you speak, eager to bask in your temporary celebrity, will often eagerly introduce you to other attendees.

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ABOUT THE AUTHOR

Amanda G. Watlington, Ph.D., heads up Searching for Profit (www.searchingforprofit.com).