Unlock the Secrets to Boosting Your Business with Professional Speaking Strategies!
In this exclusive interview with Lois Creamer, a renowned expert in helping speakers, consultants, and trainers book more business, Terry Brock and Gina Carr dive deep into advanced techniques for enhancing your client relationships and maximizing your speaking engagements’ impact.
Catch the video here:
Learn how to turn one-time presentations into ongoing partnerships, leveraging virtual events, aftercare, AI, and more.
Key Highlights:
Aftercare Strategies: Discover how to offer value beyond the initial presentation, turning speeches into lasting business relationships [0:00:57].
Virtual Event Mastery: Understand the power of virtual events as a follow-up tool to in-person engagements [0:07:13].
Licensing Your Content: Learn how to control and monetize your intellectual property through licensing [0:11:14].
AI in Business: Explore how AI tools like Chat GPT and DALL E 3 can revolutionize your content creation and business operations [0:26:25].
Market Intelligence: Lois shares insights from her 2025 market intelligence report, predicting a boom year for professional speaking [0:08:08].
Timestamps:
[0:00:00] – Introduction to Aftercare and Client Satisfaction
[0:02:03] – Introducing Lois Creamer, The Expert in Booking More Business
[0:04:30] – Lois Creamer Joins Us Live
[0:06:51] – The Impact of Virtual Speaking on Business
[0:08:55] – Developing Aftercare Services Post-Presentation
[0:11:14] – Licensing Your Video Content for Extended Use
[0:13:26] – AI Tools for Enhancing Business Operations
[0:15:51] – Implementing Aftercare: Real-World Examples
[0:17:46] – Balancing Aftercare Duration and Client Value
[0:20:02] – Specialization: The Key to Success in Speaking
[0:22:18] – Pricing Aftercare and Licensing Services
[0:23:12] – Aftercare Beyond Traditional Speaking Engagements
[0:25:22] – Conclusion and Call to Action
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Remember, the key to success in speaking isn’t just in delivering your message but in how you nurture and extend that relationship with your clients post-event. Make the most of every opportunity with these strategies from one of the best in the business!
For your convenience, here’s a Spanish language summary of this episode:
En este episodio de “Stark Raving Entrepreneurs”, Chuck Gallagher y Gina Carr conversan con Lois Kramer, una destacada figura en el mundo de los oradores profesionales. Chuck destaca la importancia de la atención posterior al servicio para clientes y cómo esto puede aumentar los ingresos y mejorar las relaciones. Lois comparte su experiencia y conocimientos, haciendo énfasis en el concepto de “aftercare” y cómo esto se puede utilizar para ofrecer servicios adicionales después de una presentación.
Lois también habla sobre la evolución de su libro “Book More Business” y las razones para su actualización, citando la importancia de incluir temas sobre eventos virtuales y la inteligencia artificial (AI). Resalta cómo AI ha transformado el negocio de los oradores, proporcionando herramientas y recursos más eficientes.
Además, Lois discute la importancia de controlar el uso de videos y contenidos por parte de los clientes a través de licencias, y comparte varias estrategias sobre cómo ofrecer servicios de seguimiento y opciones de licenciamiento de contenido.
Por último, el episodio se centra en cómo los emprendedores pueden aprovechar recursos como AI para mejorar sus negocios, y ofrece un recurso gratuito sobre herramientas de AI en aitoolsforbiz.com.
For your convenience, here’s a transcript of the entire episode:
Terry Brock [00:00:00]:
One of the things you want to do is to figure out a way to better satisfy your customers, not only when you’re serving them directly with your service, but afterwards as well. This is what we’re doing here at Stark Raving Entrepreneurs. I’m gonna show you in this video how you can really multiply what you’re doing in a big way. This is gonna be important. And we got the information from one of the best anywhere for professional speakers, Lois Kramer. Lois showed us how to do certain things like follow-up and how to do aftercare after you do have a presentation, some brilliant ways to help the client more and to generate more revenue for you, how to connect with them, licensing, and some other things. Gina Carr and I got a chance to talk to her about that in a recent meeting, and I wanted to give you this. I’ve been going through taking my notes here, putting my notes down there of what she said and how to capture that and, like, how to be a resource, how to focus on finding the how and the why, how you can do this linking and helping people to put that together.
Terry Brock [00:00:57]:
She also talks about a virtual event that you can put together afterwards. Hey. Now even if you’re not a professional speaker, you’re not making presentations, you’re gonna get some gems in this. One of the things that Dan Kennedy has taught us really well, great marketer himself,
Gina Carr [00:01:12]:
when he said, you
Terry Brock [00:01:12]:
wanna look at different industries and figure out how to use it in yours. Those who are not doing well are the ones that will hear something from a different industry and go, oh, that doesn’t apply to me. I’m not in that industry. Those who are really smart say, oh, okay. I’m in banking business. I’m just picking something right in here. Banking business, and this is what they did at that donut shop. You know what? We can do something similar to that in our bank.
Terry Brock [00:01:32]:
This is what you wanna do as you listen to Lois. And this is a little bit different video. It’s gonna go a little bit longer, and I wanna give you a lot of content on it so you’ll be able to do it. And then stick around to the end because I’m gonna be back and give you some ways that you could start implementing this and other ideas in your business. I’m Terry Brock. Thanks for joining me here. And now join me as you see me introducing Lois Kramer and get to know this wonderful lady, Lois Kramer, and how she is gonna help you build your business. So that is a good thing and lots of good there.
Terry Brock [00:02:03]:
But speaking of good things, today, the reason we are all here is for our special guest speaker today. And Gina and I just were like little kids giddy with glee when we knew we would get her to come and be with us because we’ve known this wonderful lady for a long time. Many of you have as well, you know, she is a friend of Stark Raving Entrepreneurs, has been with us for a long time, and she helps people in a really profound way. She is able to help people, predominantly speakers, consultants, trainers, to book more business. Matter of fact that’s the book that she has and she has a revision of that book we’re gonna be talking to her about, what it is, what’s available in there. But I gotta tell you, she is a person I have known probably for a couple of decades through my experience with the National Speakers Association. I have seen Lois Kramer in many situations. I’ve heard her speak many times.
Terry Brock [00:02:58]:
Every time, I’m using those words carefully, every time I hear her, I learn something new that is useful for me, that helps me. She gives me the help to learn how to improve my speaking because I always want to get better. Always wanna get better in the business side of it particularly is the area that she hones in on, how to get more business, and she has helped me a lot on that. And I’ve been around, those of you who know me, I’ve been around for over 41 years now. I earned the CSP, certified speaking professional designation. That takes a lot of work to get that and I did it. And I’ve also been grateful that NSA has awarded me with some very nice designations that I’m very honored to have received. And I want you to know that even I’ve done all that I look at what Lois Kramer has done and I am really amazed.
Terry Brock [00:03:47]:
She is humble, she’s professional, she’s kind, she delivers a message that resonates. And so for today, I would recommend turn off your phones, turn off the distractions, grab your paper and pen or note taking device of choice and get ready to take some notes. Particularly as she talks about her new book that’s out. And by the way, I read her book not once, not twice, 3 times already, the revised version. The reason I’m getting that much good out of it. It is just teeming with information. Ladies and gentlemen, it’s our distinct privilege and an honor to welcome Lois Kramer. Lois, welcome aboard.
Lois Creamer [00:04:30]:
Well, thanks. I feel like I wanna quit while we’re ahead. Thanks for coming, everybody. This is this is you read that just the way I wrote it, Terry, and I can’t I can’t tell you how much I appreciate you.
Terry Brock [00:04:42]:
Actually, I can’t read that fast. So that had to come from the heart.
Lois Creamer [00:04:46]:
Thank you so much. Appreciate you. Appreciate you.
Terry Brock [00:04:48]:
Sure. We appreciate you and what you’ve done and, I mean that. And so now we’re taking a look at this thing called, how to build your business, how to book more business. I love the way they use that as a title. And now you had a book before with the same title, but now you’ve come up with a second edition of it. And by the way, I’m glad you did because I’ve read both. But tell us, what was the premise behind that? Why the second book? Well, two reasons for the second book.
Lois Creamer [00:05:15]:
I was totally bullied into it. I I’m gonna be totally honest with you.
Terry Brock [00:05:20]:
Bullied.
Lois Creamer [00:05:21]:
Our our friend, Jess Pettit, has been talking to me about this for quite a while, asking me to redo it with some new material that I’ve written and had up on social media for a number of years. And I think, also, I had breakfast with 2 young speakers who came into Saint Louis, Terry, who were speaking at the same event. And they said, would you come and have breakfast with us? And I was thrilled. I was tickled to death, especially because they were buying. So, of course, I went down. We had a nice breakfast. They walked me out to my car after we were done. And they both said, we want you to know we recommend your book whenever people come up and say, I’m interested in speaking.
Lois Creamer [00:05:59]:
What’s it like? And I said, thanks. And I got in my car. I’m driving home, and I’m realizing that that original book was written in 2017 and doesn’t have the word virtual in it. And I really thought I need to update it. Things have changed. There’s been so many new things, not the least of which AI is now, come and just transformed our business, really, as it is many businesses. But I also had some new thoughts and content on other things, and that’s why I decided to update it. I, few people that I had great respect for, were urging me to do it, and I thought if I’m gonna do it, now is the time to do it.
Gina Carr [00:06:43]:
Well, tell us a little bit about, tell us a little bit about what is new in this version of the book. We’d love to see that. So hear
Lois Creamer [00:06:51]:
from Yeah. Virtual, Gina. You know, virtual changed everything. Gina and I are both big fans of virtual, by the way. More fans of virtual than spending time in airports. I think I can say for both of us, Gina. But virtual has changed everything. Certainly with COVID, it was a lifeline to people in our industry.
Lois Creamer [00:07:13]:
And the good news is virtual really is not going anywhere. Virtual has been a great piece of business for lots of speakers and consultants. I think that it’s a wonderful tool, especially for speakers who go in and speak in person to be able to use virtual afterwards as a follow-up, as an adjunct service to, help people apply what they have talked about on the platform. It becomes an irresistible tool for people in business. One of the things that we know now more than ever is that people like to learn in different ways. And our job is to accommodate that. And virtual and Zoom, absolutely have, leveled the playing field for many and allow us another income stream, for professional speakers. I just did an a market intelligence report.
Lois Creamer [00:08:08]:
It’s on my website for any of you who wanna read it, who haven’t read it. 2025, I think, is gonna be the best year in speaking that we’ve ever had. I think there’s never been a better time to be in this business than right now. Virtual is going to help you make money. And so be considering what are the ways that I can combine my in person events with virtual? I have a chapter in my book called aftercare. It’s something that I developed a number of years ago after stumbling. I should say strategically thinking, but stumbling into it with a client that I was talking to after an event after 4 of his salespeople came up to talk to me after I presented to this company. And I thought it was so interesting that they all came together and they wanted to talk to me.
Lois Creamer [00:08:55]:
And so in my follow-up call after the program, thanking the decision maker for bringing me in, I said, do you think it would make sense? One of my phrase that pays. Do you think it would make sense for me to work with your sales managers to actually apply the ideas, tactics, and techniques I talked about in the platform? Then he said something that just killed me. He said, what would that look like? I had no idea because I hadn’t planned on saying it. So, but I I was smart enough to say, I will give you some options. I’ll send you an email, some options in the email for you to think about. Then I’ll tell you what I did. I went over to my bookcase and I got out Alan Weiss’s book on consulting and read about how he put some proposals together with 3 options. That’s what I did.
Lois Creamer [00:09:45]:
The next morning, I I came up with 30, 60, and 90 day proposal for this client. I emailed it. And 10 minutes after I emailed it, he sent me an email back and said I’d like plan b. And then I spent the rest of the day doing this. I have a still have an indentation in my forehead thinking, why have I not done this before now? Never again did I work for a corporation or a private client doing a sales program where I did not offer them aftercare. It didn’t mean they always bought it, but many of them did. And sometimes I made much more money on the back end than I did giving the speech. So I think that that’s a big thing that’s changed, Gina.
Lois Creamer [00:10:34]:
Also, I think that we have to look at, licensing. There is more and more video of us out there. Almost every time you’re speaking, people are taking video now. That didn’t always, wasn’t always the case. The good news is you’re going to have lots of video to work with, as Terry said, to put on social media. The bad news is you need to control how that is used. Professionals control how their intellectual property is used in the marketplace. So being able to offer, I I used to offer when I used to do sales programs, I used to offer 30 days of people to look at the video if they wanted to.
Lois Creamer [00:11:14]:
They could keep the video, show it to people who couldn’t make the meeting, that kind of thing. I stipulated in in an AV contract that you could not share it outside of the company. You could not charge for anybody to watch it. So I stipulated some certain criteria, and then I said you can use it for 30 days. At the end of 30 days, I’ll ask you to remove it from your server, or I would like be happy to talk about licensing extended use. I think this is a professional approach. One of the challenges of licensing video one of the challenges of video is lots of times it’s not on our Internet. It’s on the client’s Internet.
Lois Creamer [00:11:59]:
And I always say there are 2 ways you can handle there’s really 3 ways you can handle that. Number 1, you can hire a lawyer at the end of 30 days to serve them and make sure it’s off their Internet. Second, you can get a black turtleneck, black stocking cap, and a mask and sneak in after hours, find their Internet, delete your part of it, and then sneak back out and hope that there weren’t cameras everywhere. There probably were. Or 3rd, you can call it marketing. You can put a written request, just an email saying I’d like you to remove it from your Internet. It’s 30 days. And I look forward to the next time I can come back and do another program for you.
Lois Creamer [00:12:41]:
But if they don’t remove it, think of it as marketing. So those are some of the things and, I mean, I’m not even getting into AI, Gina. And, I mean, this is the place for AI, star craving entrepreneurs. AI has changed everything for us. It’s it’s allowed us to as content curators to come up with more in less time. It’s been a great place to find ideas, a great place to get assistance when you’re selling, great place to help you craft emails that are going out, funnels that you want to, lock into your business. It’s also been great for prospecting, for target markets, and prospecting for events. So it’s and video.
Lois Creamer [00:13:26]:
Look at what what AI is doing with video. I remember I was down with Gina and Terry in their chapter just a couple of months ago, and Terry recorded the whole thing in Cast Magic. Now we still haven’t decided what we’re gonna do with it, Terry, but the whole thing is in cast magic. And I was just so excited at the thought of being able to capture some video and then thinking how we’re gonna use that. But those are a few of the things that I’ve included in this edition that weren’t touched in the first edition. A long answer to a short shorter question, Gina.
Terry Brock [00:14:00]:
No. I think those are good. A matter of fact, I love what you said. That was one of the things that you put into that book that I hadn’t seen before and hadn’t really thought about, but the aftercare that you talked about. That is just nothing short of brilliant. And it really is good with relationship marketing. You’re not just there for one speech and then it’s over, you become a partner with them. Not in the legal sense necessarily, but you’re there to help them.
Terry Brock [00:14:22]:
And I know you’ve recommended that in a lot of your clients. You do a lot of work with speakers, helping them with the nitty gritty. Here, do this. Don’t do that. And this over here, you’re doing stop that. And that, oh, do more of that. You’re really good at that. You’ve seen, some that are implementing aftercare.
Terry Brock [00:14:37]:
Can you think of some examples of what could have what has been done or what could be done if someone says they’re they’re doing a program on, a given topic and they do that topic, their speech went really well, the client was happy. What would be some examples we can get a little bit more nitty gritty on where they could implement aftercare?
Lois Creamer [00:14:57]:
Yeah. I’ll talk to you about what what I did. That’s what I know best. Let me also say some elements of aftercare, which are how can I continue this relationship with a client is what I think about aftercare? Some elements of those things, you can consider when you’re negotiating. If someone doesn’t have your fee, I’m sure this never happens to you, but if someone doesn’t have your fee and they quote you a lower amount, what can you throw in before you have to discount your fee, as an added value and pieces of what I’m gonna talk about, are something that you might wanna think about in that negotiation. But for aftercare, I used to give 30, 60, 90 days. And I used to I’m gonna give you an example. The, level 1 follow-up was weekly sales meetings with the sales managers.
Lois Creamer [00:15:51]:
And I would also do some customized articles every week, and they were typically stuff that I had already written. But I went back and customized it for this specific business. Second option yep.
Terry Brock [00:16:04]:
No. I think that’s genius. You’ve got material already. I absolutely do. Twist, you can make it appropriate for this company because it worked with that other one. You just massage it and personalize it for them.
Lois Creamer [00:16:13]:
That’s right. That’s right.
Terry Brock [00:16:14]:
That was easy.
Lois Creamer [00:16:16]:
So the second option, I might add one thing. So I might add, consulting with, one hour of consulting, for every other week with sales managers. In fact, that’s exactly what I did. 1 hour every other week with sales managers. The pricing of all this depended upon how many sales managers were there.
Gina Carr [00:16:37]:
Mhmm.
Lois Creamer [00:16:38]:
And then the third option might be everything that you’ve just heard, but I also might include situational responsiveness. So they can email me if they have a question. Some on some of them that didn’t have too many sales managers, I said you can call me, and I’ll get back to you within 24 hours. And I take took that very seriously, if you had a question or comment. And then I would price these. Obviously, level 1 was the cheapest. They would go up. And what I did, and this is not unlike our friend Laurie Guest with sweet spot, pricing.
Lois Creamer [00:17:11]:
Mhmm. I would make the second option the one I really wanted to sell. The first one was bare bones. The second one was the one I really wanted to sell. The third one, I offered more and more services for a longer period of time. It was my least favorite, but, typically, I made that a lot higher price so I could buy a lot of aspirin to take if they’re toast that and, wouldn’t whine too much. But I found after playing around with it, that 30, 60, 90 days was a good way to format it. Any longer, sometimes people just wander away from it.
Lois Creamer [00:17:46]:
And I could keep them for 90 days, I knew. And so and I knew I could keep them for 30 or 60. 90 was about the maximum. I had a 6 month when I first started out. That was a miserable failure. I’m admitting to you right now. Because people would wander away, and I didn’t feel very satisfied about it. Apparently, they did, but I just didn’t think it was the best.
Terry Brock [00:18:09]:
Yeah. Well, you’re doing what’s right for you as well as for them, but you’re opening up so that you’re really solving problems. And it’s one of the big things I’ve been talking about. I think we should all be CSPs, and they don’t necessarily mean certified speaking professional, although that is good and I think that’s great. It is for me and for many people, but communicators who solve problems. And so what you’re doing in aftercare, you’re solving problems. You’re communicating that in a variety of different ways. And it seems like, correct me if I’m wrong, but I think that’s gonna be good no matter what happens with the economy going forward.
Terry Brock [00:18:40]:
What do you think?
Lois Creamer [00:18:41]:
Boy, absolutely, Terry. And and you’re absolutely right. You know, the thing that I found was the whole dynamic changed when somebody took me up on speaking and then aftercare. Then you become not just a speaker or a consultant, you become a resource to your client, which I think is the highest calling. And when you’re a resource, you are always going to be the first choice when they need someone. And I used to tell my clients and I I tell all my clients now, in Book More Business, I am always happy to tell you what I do and what I don’t do. And I will joyfully refer what I don’t do. There’s a lot that I don’t do.
Lois Creamer [00:19:21]:
And I’m happy to make those, referrals. And I always did when speaking, and, I was always happy to refer what my expertise was not. In fact, on my old sales site, and I don’t do these programs, sales programs now for corporate, I used to have her frequently asked questions, Terry. And the first question was, besides sales, what do you speak on? Answer, nothing. If you want something else, I’ll refer you, but I won’t do it. I think that that’s, I think that that’s really important. It’s one of the big messages I give to speakers and consultants. Don’t think of the world as your oyster.
Lois Creamer [00:20:02]:
Don’t cast too wide a net. You will attract more people with a smaller net. And sometimes that’s a little counterintuitive to some people, but it’s the truth.
Gina Carr [00:20:12]:
I I love that, and I’m such a big believer in going going deep in a particular market and really letting the people that you serve know that that’s what you focus on. It’s the way that I hire specialists and experts, and, I have heard so many people over the years that that’s the way they hire as well. So I think that that’s key. It’s I think that’s been a big part of your success is clearly saying I help speakers. I work with speakers. And, so that’s what’s made you a legend in this business. But let let’s talk a little bit more about licensing because, I’m trying to get clear in my mind what the distinction between aftercare versus licensing just of the video that I would have shared versus, let’s say, that I had some prerecorded or some recorded videos, some segments, basically, within my university that I had some recorded core course that would be complementary to what I spoke about. So I’d love to hear your thoughts on on licensing.
Gina Carr [00:21:14]:
I know you have a lot about it in your in in, my new favorite book.
Lois Creamer [00:21:19]:
Why, thank you very much. You know, a recording of the speech you just gave can be part of aftercare, giving them the use of that for 14 days, 30 days, 60 days, whatever it is. That can be an element of aftercare. As can I want you to think of any other resources that you bring to your business, as well as any other products, services that you bring to your business? So your newsletter might be part of aftercare. Any of your, consulting courses might be part of your aftercare. A membership group could be part of aftercare. But I think that it’s it’s different as you price these things, Gina. And it it’s hard to talk about money here because I think that licensing fees should be a percentage of the fee that the client paid to bring you in initially.
Lois Creamer [00:22:18]:
As far as training videos, you probably already have a price on those if you’re selling those as part of your business. And but you need to think about, how can I price this organizationally versus individually? I think that’s a hard nut to crack, and I don’t always know the answer. But I’ll tell you I know I know how to tell you to get the answer, and that’s to do market intelligence online. There are people doing what you want to do. Your job is to find, where they are, who their clients are, what they’re charging, and how successful they are at what you want to do. And then you want to look at what their experience is compared to yours, what their ability is compared to yours, what their market is compared to yours. So it’s it’s hard to talk about specifics about money. But aftercare can be, can be just about anything.
Lois Creamer [00:23:12]:
You know, primarily for me, it was always, my speech was consulting, coaching, membership groups, or courses, books, products. And then these things, as I just said a little while ago, when you’re negotiating any one of these things, could I throw something in that would make make this a package deal for you? What if everybody was able to walk away with a copy of the companion book to my program, and I’d include that in? Would that make this work? What if I was able and and I wanna tell you something that a lot of our colleagues are throwing in that really works well, and it is so easy. I did this when I did a, program for the, International Coaching Federation. I did an hour, of q and a after my program. I did a live taped program because they they’re all over the world, and they wanted to show it in different time zones. So I did a live taped program, which they showed. Then I did 3 1 hour segments live in different time zones. It was fun at dark 30, saying you’re live.
Lois Creamer [00:24:23]:
But I I want you to know, I was merely answering questions that came up, from content that I shared in my program. So there was no preparation for this. The the only preparation was for me to get some coffee and get in front of the camera for some of them. And I kept thinking, I wonder how this is gonna work. It worked really well, and there was no heavy lifting on my end. I was just sharing what I already knew. They came away with some questions or wanted some examples from the program that I shared. So a lot of our colleagues are offering, what if I could sit down and do an hour q and a virtually 72 hours after the event? You don’t wanna make it too long because then memories may fade.
Lois Creamer [00:25:07]:
But 72 hours or so after the event, anyone who attended can come on with me live. I’ll answer any questions we can talk about any part of my presentation that’s been helpful. That is really valuable, and a lot of people have been using that to negotiate.
Terry Brock [00:25:22]:
Lois Kramer is amazing. Those were real gems, and I know that you got some good value out of it. That’s what we do at Stark Raving Entrepreneurs, and we wanna have you come and visit us sometime if you can. We would love to have you over there. We have our program out, and you can find out about it. Go over to Starkraving Entrepreneurs, and also over to starkravingevent.com. This way, you’ll get a chance to see what we’re doing, and how we work, and how you can start building your business with the ideas we have using AI and doing a lot of other things. And also, we’ve got something good that I wanna give you that’ll help you in the world of AI.
Terry Brock [00:25:56]:
We’ve put together a special free resource, aitoolsforbiz.com. Notice it says, AI tools, and that’s 4, the number 4, b I z. Notice all lowercase. You’re gonna find out about tools like Chat GPT, Canva, and how they are doing some amazing things with AI. DALL E 3 for creating great pictures. Lexic Art. Udly. Udly is great for learning a speech training system.
Terry Brock [00:26:25]:
A speech coach that has artificial artificial intelligence that helps you to put that together. Really, really nice stuff. So anyway, all of that will be there and more. You can get that information. Here’s a good QR code for those of you that are joining us on video. You can look at that for if you’re joining on audio, it’s aitools, the number 4, biz.com. And we will look forward to hearing from you on that. You got questions or comments, please leave them in the comments below or get in touch with us there at the website.
Terry Brock [00:26:53]:
Do that. And we’ve got some other good videos coming your way to show you about AI, particularly how you could start implementing these right away in your business. Looking forward to hearing from you. Thank you very much for joining us today.
