How one speaker got a busy schedule by using attraction
Danish entrepreneur, sociologist, and author Anette Prehn is a busy woman. She’s fully booked more than half a year into the future. The bookings stretch more than one year into the future and she always gets praise from clients. To fulfill our mission of providing tips for speakers, we talked to Anette about her principles for business and how she attained success.
She starts off laughing: “I’ve been patient, I dare say, trusting that good thing come to you if you continue to deliver high quality, present and bubbly work with a high ethics. I made a choice early on in my career as an entrepreneur. It was back in 2009. I decided to follow the principle of Attraction, not Persuasion. Spending my time trying to persuade anyone about my work is just not me. I allocate my resources into writing books that matter to people and give keynotes that add great value to the audience.”
Playing the long game
She tells us that throughout the first years in business the principle of Attraction really didn’t pay off very well. Nevertheless, the principle has always been meaningful and helped her contribute to people having “light in their eyes”. The method is based on her insights from the field of applied neuroscience. As she says, the idea is in contrast to the much more often applied strategy of convincing.
Those of you who have read Start With Why by the speaker and author Simon Sinek (2017) may recognize the idea that Anette started applying back in 2005. Be clear and precise in your words and actions, and success will follow as the people who can use your tools will find you. You just need to leave them the breadcrumbs.
Anette Prehn is a very productive non-fiction writer. From 2015 to 2018 she has had 11 titles published by her two publishers. The latest one was 304 pages long, some mini books are a mere 24 pages. They are all easy and powerful reads. She makes clear choices that allow for this level of productivity.
“I don’t do any face-to-face meetings with potential clients. I have converted the time spent on transportation to and from physical business meetings to writing books instead. And this goes independently of how “important” the client is. If people aren’t sure whether they should hire me, I suggest they read one of my books and return to me if relevant. The light in their eyes they then have if they return to me, helps me tailor-make my speeches and training to meet their needs and ambitions. We typically do a 15-30 minute telephone meeting before an event.”
“Recently, a major decisionmaker from an influential corporation asked me for a coffee meeting. I thanked her for her trust and told her that I’ve transformed all meetings to writing books, but that she is more than welcome to join one of my courses to explore what my training is like in reality. I am the “show it, don’t tell it” kind of person. To me, it is utterly uninteresting to be stuck at a table trying to have people visualize their value of my training. They should experience it instead. The same day she signed up for a November training of mine.”
Human interaction is key
Does Anette Prehn do anything else to meet potential clients apart from delivering quality? “I like to connect with people in a present way. Following this, I treasure the spontaneous bond that can arise out of a coincidental meeting. A casual conversation that lights up the eyes of both parties and ends up with us connecting via LinkedIn is more my kind of thing. If a booking takes place after that, it is a nice spillover effect of a human interaction where both parties spot win-win opportunities.”
It works for Anette and maybe it can work for you too. It might be worth seeing if some of your connections on SpeakersLoft.com may be interested in sharing articles or each other’s blogs. After all, it is nice to leave out breadcrumbs, but you still need to leave them where people will find them.
Human interaction is key
Does Anette Prehn do anything else to meet potential clients apart from delivering premium quality? “I like to connect with people in a present way. I treasure the spontaneous human bond that can arise out of a coincidental meeting. A casual conversation that lights up the eyes of both parties and ends up with us connecting via LinkedIn is more my kind of thing. If a booking takes place after that, it is a nice spillover effect of a human interaction where both parties spot win-win opportunities, not a much-fought-for strive.”
If it works for Anette, maybe it can work for you too. It might be worth seeing if some of your connections on SpeakersLoft.com may be interested in sharing articles. After all, it is nice to leave out breadcrumbs, but you still need to leave them where people will find them.
Anette Prehn (1975) is an original thinker and communicator and a sought-after speaker and facilitator. She is on a mission to make applied neuroscience accessible to all. She was recently appointed the chairman of The National Stress Panel, initiated by six Danish cabinet ministers.