Why “good enough” no longer gets you booked
My guest on the Speaking Business Podcast this week was David Avrin, one of the most in-demand customer experience experts in the world. He’s written seven books, including Why Customers Leave (and How to Win Them Back) and his latest, Ridiculously Easy to Do Business With. Our conversation was full of practical lessons that apply just as much to speakers as they do to businesses.
David started his career in marketing, helping organisations create the right words and messages. Over time, though, he noticed that the real driver of success wasn’t what companies said about themselves, but what customers were saying about them. With online reviews, social platforms, and instant sharing, one person’s experience can reach thousands or even millions. That shift is what took him deeper into customer experience.
Good enough isn’t enough
One theme that came through strongly is that being “good enough” no longer cuts it. In today’s market, you have to be better than the other options available. It’s not enough to just deliver your work competently; you need to stand out as the preferable choice.
Make it easy to work with you
For speakers, one of the biggest factors in getting booked is being easy to deal with. David has seen too many talented speakers make themselves hard to reach or slow to respond. He stressed that bookers often move forward with the first speaker who comes back with a clear yes on availability, budget, and fit. If you delay, you’re likely out of the running before you’ve even had a chance.
The business is getting the gigs
David reminded us that speaking itself is the fun part, but the real business is securing the bookings. He has a team dedicated to outreach because he knows he can’t wait for the phone to ring. Many of his engagements come from clients who had never heard of him until his team pitched him directly. Consistent, proactive outreach is what keeps his calendar full.
Fees are about positioning
When it comes to fees, David explained that your price point determines who you’re competing against. Set it too low and you may be dismissed as not very good. Your fee should reflect the value of your content and delivery, not simply how long you’ve been speaking.
Systems matter
Looking back, David said one of the most important things he did was put proper systems in place; using a CRM, tracking outreach, and making sure no opportunity slips through the cracks.
Takeaway for Speakers
To succeed in today’s market, it’s not enough to be a great speaker with a strong message. You need to:
- Focus on solving real problems for clients
- Make it simple and fast to work with you
- Build a pipeline through consistent outreach
- Charge fees that reflect your value
- Put systems in place to manage the business side
Being brilliant on stage will get you noticed, but being brilliant in how you run your business is what will get you booked again and again.
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