Jaimie: Welcome back to Paid to Speak — the show where I help you turn your voice into your most powerful income stream.
Today we’re diving into one of the biggest questions speakers ask: How do you get in front of the people who actually have the budget to pay you?
Because it’s one thing to speak, another to speak for free, and a completely different game to speak for money. The key is access — getting in front of the right people.
In this episode, I’ll share exactly who decision makers are, where to find them, common mistakes to avoid, proven strategies I’ve used to land five-figure gigs, and a weekly roadmap you can follow to stay visible and get booked.
Who Are the Decision Makers?
Let’s start by clearing up a common misconception — it’s not always the CEO! The real decision makers are often event managers, HR directors, marketing teams, and conference producers. In associations, it might be a committee chair or program director. And sometimes, the person who really makes the call is the executive assistant. Never underestimate their influence.
Think about your ideal audience. Who actually books the speakers there? Identify those roles and target them specifically.
Where to Find Them
Here are some of the best places to find decision makers who book speakers:
LinkedIn – Search by job title and industry. Look for Event Managers, Learning & Development leaders, or Conference Producers. Engage with their content before you reach out.
Conference Websites – Check the “About” or “Organising Committee” pages to find key contacts.
Professional Associations – Nearly every industry has them, and they’re constantly looking for fresh speakers.
Chambers of Commerce and Local Business Networks – Great for relationship building and repeat bookings.
Past Clients and Gigs – The easiest place to find new opportunities is through people who’ve already booked you.
Mistakes Speakers Make
Let’s talk about what not to do.
The first mistake is sending generic, copy-and-paste emails that start with “Dear Sir/Madam.” Instant delete!
The second is leading with yourself — “I’d love to speak at your event” — without explaining the value you bring to their audience.
The third is waiting for permission. Too many speakers sit around hoping to be discovered. This industry rewards those who are proactive.
And the fourth? Not following up. Silence doesn’t always mean no. It often means “not now” or “I’m busy.” One of my $12,000 gigs came from a third follow-up email. Persistence works.
Proven Strategies
Now, here’s what actually works.
Lead with value. Instead of asking to speak, say something like: “I’ve developed a session on [topic] that helps [audience] achieve [result]. Would this be useful for your next event?”
Build visibility before you pitch. Post valuable insights, tips, and clips from your talks on LinkedIn so decision makers already see you as a professional.
Ask for referrals. After every gig, ask the organiser who else they know that books speakers. Warm introductions convert fast.
Engage first, pitch second. Comment on posts, share their events, and build familiarity. Cold messages rarely work — but warm ones do.
And connect with other speakers. When they can’t do a gig, they often recommend someone else. Make sure that someone is you.
Weekly Roadmap
Here’s a simple weekly system to stay in front of decision makers:
Monday – Research five new contacts using LinkedIn or event websites.
Tuesday – Send personalised outreach messages to those five people.
Thursday – Post one piece of valuable content on LinkedIn to stay visible.
Friday – Follow up with anyone who hasn’t replied.
Do this every week, and within a few months, you’ll have hundreds of connections with the people who actually have the power to book you.
The difference between speakers who get booked and speakers who get paid is access — access to decision makers.
It’s not about being the loudest or most famous; it’s about being consistent, professional, and visible to the right people.
Decision makers are always looking for speakers who can inspire, educate, or energise their teams. They just need to find you — and it’s your job to make that easy.
If you’re ready to start landing paid gigs, join my free Sprint to Stage Challenge. I’ll show you how to create your signature talk, pitch with confidence, and get in front of the right decision makers who will pay you.
Join now at www.jaimieabbott.com.au/sprinttostage
Thanks for listening, and remember: the next big opportunity is one conversation away.
