By Patrick Donadio, MBA, CSP, MCC

The Smart Speaker’s Advantage

Sitting in a Tokyo McDonald’s, craving something familiar after weeks of home-cooked meals from my various Rotary host families, I bit into a “Big Mac.” It tasted exactly like the Big Mac back home in Columbus, Ohio. That was the moment I understood the power of systems. McDonald’s didn’t just make burgers; they delivered consistent, repeatable results worldwide.

That realization, and later, reading The E-Myth by Michael Gerber, transformed how I approached my speaking business. If McDonald’s could deliver excellence at scale, why couldn’t we as speakers? Here’s how you can use systems to grow a more profitable, sustainable, and fulfilling speaking business.

Start with a Clear, Written Intention: Most of us preach goal setting from the stage. But how often do we revisit our own? One of the biggest shifts I made was treating my speaking business like a real business, with defined revenue targets, growth strategies, and lifestyle goals.

The greatest pull is the pull of the future. What does your next level look like? More income? Less travel? Higher quality clients? More time with family?  Define it clearly, then reverse-engineer your goals using systems.

Practical Tip: Set weekly prompts to stay aligned with your vision.

Recreate What Works – Use a Repeatable Process Checklist: 

 Some of your best systems are already hiding in plain sight, just like my grandmother’s Italian family recipes. She never wrote anything down, yet it was perfect every time. Can you reverse-engineer your business success into a repeatable process?

Start by looking at your best clients over the past few years and use my B.D.A. model:

• Before: How did the client find you? What marketing tools worked?
• During: What made the engagement successful?
• After: What created referrals or repeat business?

Create a checklist for each phase to standardize your sales and client service processes.

Practical Tip: Create a dynamic B.D.A. process checklist you can duplicate and tailor for each client.

Build a Sales & Marketing System: 

Want more speaking engagements? Don’t chase them—systemize your way to them. Refine your B.D.A. system by adding automation:

• Before– Craft templated outreach emails and sequences, social proof materials, and set CRM reminders.
• During– Use frameworks to consistently deliver value and subtly plant seeds for future work.
• After– Send thank-you, gather feedback, and offer follow-up services/resources to keep you top of mind.

Practical Tip: Use your CRM to automate tasks and manage follow-ups without losing the personal touch.

Leverage Technology for Efficiency: 

Technology lets you scale without sacrificing personalization.

• Your CRM becomes the hub for managing your systems.
• Email templates (prospecting, contracts, thank-yous), invoice reminders, and survey automation save time.
• Use AI tools like Grammarly to quickly polish communication.

Practical Tip: Use AI tools to fine-tune your messages, analyze your audience, draft follow-up emails or session summaries – all in your voice. Even a few small automations can save hours and increase your consistency, both essential for scaling

Monetize Your Downtime: 

If you’re only earning while on stage, you’re leaving money on the table. Use your expertise to diversify your offerings and turn travel days or off-season lulls into revenue opportunities. When I added coaching to my business, it started as 5% of my income. Within a few years, it was 35%, and I was traveling less, not more.

What you’re already doing may be ready to become:

• A structured coaching or consulting program.
• A digital course or webinar series.
• A toolkit or template bundle.

Practical Tip: Turn your signature program into a scalable offer that can live online on demand, or in a hybrid format. Use downtime strategically, not passively.

Think “Deep and Narrow,” Not “Next”: 

 Instead of constantly chasing new clients, go deeper with existing ones. Ask yourself:

• What additional value could I offer this client?
• Who else in their organization could benefit from my expertise?
• How can I position myself as a long-term strategic partner, not just a one-time speaker?

Practical Tip: Build these questions into your pre-event interviews and post-event surveys. It’s much easier to grow within a warm relationship than to start fresh every time.

Systemize Your Finances: 

You can’t grow what you don’t measure. Categorize your income and expenses to make smart, data-informed decisions. Break your revenue down into categories like:

• Keynotes (Direct and Bureau)
• Training programs
• Coaching or Consulting
• Products (Books, audio, courses)

Practical Tip: Use tools like QuickBooks or FreshBooks to auto-categorize income and track goals against your revenue plan. A solid budget isn’t just a spreadsheet—it’s your business GPS.

Continuously Improve Your Systems:

During a visit to a Japanese auto factory, I saw the word Kaizen, meaning continuous improvement, on a wall banner. That philosophy became my system’s mantra.

After each engagement or campaign, use my W/D method:

1. What worked well?
2. What could I do differently or better?

Practical Tip: Set up a recurring reflection prompt in your CRM calendar. Your system doesn’t have to be perfect; it just needs to evolve. Keep refining.

Final Thoughts

If you want to grow a thriving speaking business, don’t just hustle, systemize. Get clear on what your next level looks like. Build the systems that will get you there and keep refining as you go. That’s how smart speakers create Big IMPACT.

Systems transformed my business, and they can transform yours, too.