Part 6: Logistics: The Art of Being “Easy to Work With”

By Cara Silletto, CSP

As a former association meeting planner myself, I’ve learned there is a secret in the speaking industry: planners will blacklist speakers who are a logistical nightmare, even if they’re fabulous on stage.

Being “easy to work with” is a critical marketing tool. It’s what gets you the repeat business that represents 70% of my company’s revenue. Yes, 70% of my business is from clients who’ve booked me and my team in the past, which means we don’t have to chase down as many new leads each year when we keep past clients happy.

The Critical Logistics Checklist

I use a 45-item checklist for every single gig. While that sounds overwhelming, it’s actually a fantastic safety net. (And, I promise, if you wrote down every single task you do once a gig is booked, yours would likely be close to 45 tasks as well.) I recommend everyone create a Core Logistics Flow that includes the sample items below:

1. Contracting: Execute the agreement, send the first invoice (50%), and lock the calendar.
2. Two Months Out: Book travel – flights, hotels, rental cars, etc. (I book all flights as one-way, so I can easily make changes if I book another gig before or after one.)
3. One Month Out: Send the final invoice and record a client promo video. (This 60-second video tells the attendees why they should be excited.)
4. Two Weeks Out: Send client questionnaire that confirms final details (speaking start/end time, room setup, mic preference, and “sensitive topics” to avoid).
5. 1 Day Out: Pack appropriate materials and attire.
6. Post-Event: Thank the client, track expenses, and save your final PowerPoint of what you actually covered at the event. (Sometimes, you’ll be asked to cut 15-30 minutes because the event is running behind schedule.)

The 9-Year-Old PPT Win!

Why save every PowerPoint? As mentioned, I get a lot of repeat business and recently, a client who booked me nine years ago, called for me to cover the same workforce retention topic, but with new insights. Of course, my material has dramatically changed in that time, but some of my original signature stories are still relevant and still in play for those who’ve never heard them! Because I had the original deck saved, I could see exactly what I had covered back then and was able to show the client how much my material had evolved. The client was blown away when I pulled up the 9-year-old PowerPoint from her previous event during our Zoom call, and it solidified I was the right speaker for her instantly.

The 3-System Audit

If you use multiple tools (e.g., a calendar, a CRM, and a logistics system – like eSpeakers), you are at risk of a “syncing” error. My foolproof flow approach includes a monthly 30-minute meeting with my VA to compare all holds and confirmed gigs in the next 3-6 months in all three systems. It’s a small price to pay to ensure we never double-book or—worse—miss a gig – which I’ve seen happen to others.

Help Yourself & the Planner

Having a set logistics system with foolproof checklists makes life easier for you and the planner. You do not want to be the speaker that planners have to chase down after deadlines are missed. I know from experience…they hate that!

Read the 7-Part Series:

Part 1: The Solopreneur’s Paradox: Why Discipline is the Only Path to Freedom

Part 2: The DWMQA Cadence: How to Prevent Your Business from Breaking

Part 3: Your CRM Is Your Satellite Brain

Part 4: Leading vs. Lagging: How to Predict Your Revenue Before It Happens

Part 5: Build Your Marketing Engine

Cara Silletto, MBA, CSP, has been a speaker/trainer focused on workforce retention for nearly 14 years. She loves using her unique mechanical mindset to help speakers create a well-oiled operations machine and find a foolproof flow that allows them to be successful and still spend nights and weekends with their family and friends instead of their laptops!