How Public Speaking Can Elevate Your M&A Opportunities
Speaking engagements are an effective way to communicate your distinct value proposition to the broader dealmaking community
In today’s competitive environment, building relationships with key decision-makers is getting tougher and tougher.
One powerful yet often overlooked strategy to achieve this is through speaking opportunities. By using podcasts, speaking engagements, sponsorships and more, M&A professionals can bypass the gatekeepers, get access to leaders, expand their networks and drive business growth.
Let’s delve deeper into how this strategy can significantly enhance your practice, elevate your brand and fill the pipeline of deals for you and your firm.
Leveraging Speaking Opportunities
As an M&A professional, I am constantly approached by prominent CEOs seeking my time and expertise. OK, this is a joke—no one wants to talk to an investment banker—but my inbox is filled with warm introductions to decision-makers who many of my peers don’t have access to.
How is this possible? On the side, I live a double life as a podcast host. Yes, let that sink in. No one wants to talk to an investment banker, but everyone seems willing to drop everything to be interviewed on a podcast. Several guests have even told me that if they knew I was an investment banker, they wouldn’t have talked to me. They are beyond annoyed with their inbox being constantly bombarded by spam from my industry peers. These are the same people who open up to me about a potential transaction I might be able to help with. They share deals with me because, through the interview process, they got the chance to know, like and trust me, which is far more effective than cold emails.
Public Speaking at Events
Public speaking as either a moderator or panelist at events offers numerous benefits to connect with VIPs and build a personal brand. I aim to be onstage once a month. I’ve had the opportunity to share the stage with people like Jay Chaudhry, the founder of Zscaler, and Dave House and Pat Gelsinger, from Intel. Most of these opportunities came because I volunteered as a moderator, which meant I got to connect with the guest(s) of honor through preparation calls and planning. I also get the benefit of positioning myself as a thought leader by being onstage and associated with these speakers and the event itself. An added benefit at most events is access to the private speakers lounge where the VIPs network.
You might assume it’s challenging to get one of these coveted positions, but it’s a lot easier than people think. Often, speakers back out and spots need to be filled at the last minute. If you message the event organizers and say you want to help, and you are ready to go in at a moment’s notice, you might get a call. Even if you don’t, you will at least get in the event planner’s Rolodex for future opportunities.
You might assume it’s challenging to get one of these coveted positions, but it’s a lot easier than people think.
Organizing Events
Organizing events can further differentiate your brand. I know a professional who, despite moving to a small town, successfully attracts business owners every year to fly to him by organizing an annual industry retreat. By being the sole service provider and orchestrating panels and awards, he draws key business owners to his location, while at the same time nurturing valuable leads and enhancing relationships.
By creating his own event, he can control the narrative. That said, there is nothing stopping anyone from replicating this model. You can invite industry leaders, potential clients and partners to participate in a gathering where they will be highlighted. In return, you can showcase your expertise, build relationships and generate new business opportunities.
Sponsoring Events
If you don’t want to organize an event, sponsoring a speaking opportunity might do the trick. Some might think this is costly, but many events will allow you to modify a sponsorship package to get what you want. For example, let’s say you want to moderate a panel of your prospective clients at an industry trade show. Talk to the organizer about the panel topic and how the panel will bring value to the attendees, and let them know that you can bring in some thought leaders. They might just give you the stage as you’re helping them do their job. To sweeten this opportunity, see about getting a recording. One onstage speaking opportunity, with the right footage, can be repurposed and remarketed enough ways to make one go from zero to hero in the eyes of the industry.
Conclusion
In the M&A arena, financial resources are abundant; what differentiates you is the unique value you bring. Most professionals say their differentiator is their work ethic, their experience or their service, but how will anyone know any of these things until they spend time with you? Speaking is a multifaceted strategy that can significantly enhance your M&A practice. By leveraging speaking engagements, podcasts and events, repurposing content and giving others the chance to share who they are with you and their peers, you will have a reason to connect with leaders and bring value to them. At the same time, you’ll establish yourself as a thought leader, expand your network and drive business.
Shawn Flynn is Principal, Global Capital Markets and Host, The Silicon Valley Podcast.
Middle Market Growth is produced by the Association for Corporate Growth. To learn more about the organization and how to become a member, visit www.acg.org.
