By Lisa Ryan, CSP | 

When I first started my speaking business, I wasn’t exactly rolling in resources. My budget was tight, my network was small, and referrals weren’t exactly pouring in. What I did have, though, was a phone, a whole lot of grit, and a genuine desire to help people who could benefit from the programs I offered. That’s when I went back to what worked in my sales career and I started “Smiling and Dialing.” It soon became the foundation of my speaking career.

I get it—cold calling isn’t anyone’s dream activity. It’s not glamorous, and let’s face it, rejection is never fun. But here’s the truth: it works. Those calls turned into connections, and those connections led to bookings. If you’re serious about building your speaking business, I want to show you how Smiling and Dialing can help you, too. No gimmicks, no shortcuts—just practical steps to get results.

Why Smiling and Dialing Still Works

In today’s digital world, inboxes are overflowing, and social media is a constant fight for attention. But a personal phone call? That cuts through the noise. Decision-makers rarely expect speakers to call directly, so when you do—authentically and with their needs in mind—it’s a refreshing surprise.

Here’s the key: Smiling and Dialing isn’t just about making calls. It’s about how you show up—confident, energetic, and yes, smiling. Even if they can’t see your face, they’ll hear the enthusiasm in your voice. When you truly believe in the value you bring, that energy becomes contagious.

Ready to get started? Let’s break it down.

Step 1: Define Your Niche

Start by identifying your audience. Who hires speakers like you? Think meeting planners, HR managers, conference organizers, or association executives. Focus on industries or event types that match your expertise.

For example, if you specialize in leadership development, target organizations or associations that host leadership workshops or conferences. The more specific you are, the easier it is to tailor your approach.

Step 2: Do Your Homework

Research is your secret weapon. Before calling, dig into the organization. Check their website, LinkedIn, and social media. What challenges does their industry face? Have they hosted similar events? What topics have they covered before?

The more you know, the more confident you’ll sound—and the better your chances of building a real connection.

Step 3: Create a Simple Script

Let’s be honest: One of the scariest parts of cold calling is not knowing what to say. That’s why having a loose script can be a lifesaver. You don’t want to sound robotic, but a basic structure can help guide the conversation. Here’s an example:

1. Start with Gratitude:
   “Hi [Name], this is [Your Name]. Thanks so much for picking up the phone. Is this a bad time for you?”
   (Notice how “Is this a bad time?” feels less salesy than “Is this a good time?”)
2. Show You’ve Done Your Homework:
   “I saw that your [event name] is coming up in [month]. How do you typically choose your speakers for these events?”
3. Offer a Solution:
   “I specialize in helping organizations [specific outcome]. I’d love to explore how my program could support your goals for [event name].”
4. Ask a Question:
   “Are you the right person to talk to about speakers for this event?”

Keep it natural and conversational. Your goal isn’t to “sell” on the spot—it’s to start a dialogue.

Step 4: Smile While You Dial

Yes, it sounds cheesy, but smiling really does make a difference. When you smile, your tone of voice becomes warmer, friendlier, and more enthusiastic. Think about how you feel when someone greets you with a big smile in person. You can create that same effect over the phone.

Before you make a call, take a moment to think about something that makes you happy. Then, let that positive energy flow into your voice.

Step 5: Follow Up Like A Pro

Most calls won’t lead to an immediate “yes,” and that’s okay. The key is effective follow-up:

• Send a Thank-You Email:
  After a positive call, email them a quick thank you. Recap key points and include any requested materials, like your one-sheet or demo video.
• Stay on Their Radar:
  Even if they don’t book you right away, keep the connection alive. Share useful content, like an article you wrote or a success story, to show you’re invested in their success.

Building relationships takes time. Be patient, consistent, and genuine.

Step 6: Track Your Progress

Organization is everything. Whether you use a simple spreadsheet or a fancy CRM tool, keep track of who you’ve called, when to follow up, and any notes from your conversations. This will help you stay on top of your outreach and measure your progress over time.

Real-Life Inspiration

Here’s one of my favorite success stories:

A speaker friend of mine was struggling to book gigs and hated the idea of cold calling. She was so nervous that she drove 90 minutes to my house just to watch me make calls for an afternoon. After seeing it in action, she committed to making five (5) calls a day, five (5) days a week. Over time, her persistence paid off, and in 2023, she earned her Certified Speaking Professional™ (CSP®) designation.

The Moral of the Story

Consistency wins. Even small, consistent efforts add up over time.

Smiling and Dialing isn’t just a strategy—it’s a mindset. It’s about showing up, doing the work, and believing in the value you bring to the table. It’s not always easy, and it’s not always fun, but it’s worth it.

So, the next time you hesitate to pick up the phone, remember: Every call is a chance to connect, help someone, and grow your business. And who knows? That next call could be the one that changes everything.

You’ve got this. Now, go make it happen.