We don't like it. As a matter of fact, instead of paying attention to the speaker, I started watching the audience's reaction to the sales pitch. And guess what? About a quarter of the room got up and left! And that was with a BIG NAME on the stage!
Don't be that person! People don't like to be pitch slapped! Instead of thinking of speaking as an income generator, think of it as a lead generator. Use the time to develop rapport, demonstrate your knowledge, and build credibility. Offer something free for those who are interested in knowing more. Have an effective follow-up campaign for those who join your list. And let your follow-up process do the selling for you with stories, testimonials, and examples that move the person from their intense pain to the results and hope you provide.
Will everyone in the room sign up? Of course not! But when you position your message correctly, the people who do sign up will be highly interested prospects. They are easier to convert because they are already partially sold. It's your job to help them get the results they want.
When I made the bold (and scary) move to using speaking as a lead generator instead of trying to sell the audience, my sales went way up. I believe the same thing can happen for your business.
PS Want to learn more about my effective follow up system? I'll share a few ideas during my free 30-minute consult. No pressure. No obligation. No contract. Just real answers.