The Professional Speaker’s Guide To CE Credits:  Adding Value Without the Hustle

Turn CE Credits Into Your Secret Booking Advantage

HVAC, association management, banking, credit unions, tourism, marketing, project management…

Those are just a few of the industries where my Loyalty Loop speech has a leg up when it comes to landing gigs…

All because of CE credits!

But let’s go back a moment to the original question from Nancy Burger that prompted this discussion…

“Is it worth it to get pre-certified for CE credits?”

Yes, I think CE credits are worth the time and the hassle… but not necessarily BEFORE you start talking with an event organizer.

Here, I’m going to show you my method of implementing CE credits in an efficient way that doesn’t waste your time.  It all starts with waiting for the event organizer to make the first move…

The #1 CE Strategy to Save Time (and Still Win More Gigs)

Your goal with this strategy is to avoid any wasted effort on speculative pre-certification.  Instead, you’ll wait to go through the time-consuming certification process only when you know it’s going to add value.

When it’s finally time to start the process, you’ll be able to customize your application for the exact industry requirements, given the specific event you’re working towards.  

One of your biggest helpers in this process will be your event organizers.  After all, they know the accreditation process inside and out. Often, they’ll try to help you with the paperwork because you’ve already been booked for their gig and they want you to get accredited.  

Remember, it adds value for their attendees!

Meanwhile, your core performance style and speech content should remain the main draw.  Let’s walk through the 4-step CE discovery process you’ll use to determine if CE is even worth discussing.

Step 1: Spy on the Event (Before You Say a Word)

Before you have your Client Theme Call, do some event research to get a feel for whether or not that event values CE.  Check their previous event marketing materials, the association website, or the membership list.

Do you see CE mentioned anywhere?

Often, you’ll see on their marketing materials places where they mention CE to their audience.  You might even see a “professional development” section with specific CE credits listed for certain events. You can also look under member benefits or requirements to see if they mention continuing education.  

If they do, then consider this your green light to casually bring up the topic during your upcoming Client Theme Call.

Step 2: Drop the CE Question Casually… Like a Pro

Once you’re on the Client Theme Call, don’t get swept away by your stealthy CE credit goals.  You’re not running some undercover CE-certification op here.

You’ll still need to do the most important thing you do on any client call… listen, listen, listen! Take note of any times they casually mention CE credits in regards to their event or organization.

Next, shift gears and focus on getting them excited about your session.  Do all the normal things you’d do on a Client Theme Call so they get pumped up about having your speech on their stage.

Then, you can casually say something like this:

“Hey.  I noticed your association offers CE credits.  And you mentioned it while we chatted.  What do you think about trying to get my session certified so it counts for CE credit?”

Or, something like this:

“Do your attendees generally receive continuing education credits for sessions like mine?”

It’s possible they’ll say that breakout, but not usually keynotes get CE certified.  That’s your cue to suggest getting your keynote certified. Just because it’s not commonly done doesn't mean it can’t work!

Be clear that you’re happy to go through the process with them. Don’t let this CE topic overwhelm your conversation.  Instead, be brief and see how they respond.  If they are excited about the idea, then you know you can proceed.  

Btw… it’s also possible that they will bring up the topic and outright ask you if you’d be willing to apply for CE credits.

Then, your answer is easy…

“Absolutely.  Let’s do this!”

Step 3: Position Yourself as CE-Ready 

Another option you can try is what I’ll call responsive positioning.  Here, you’ll want to express that you’re capable of completing the process without creating extra work for them.

For instance, I’ll write in my Discussion Document or in an email to them:

“I’ve provided CE documentation for similar groups to yours.  If it’s valuable for your audience, I’d love to work with you on your requirements and see if we can make it happen.”

This kind of statement signals to the organizer that you are eager and willing to start the process.

Step 4: Bundle CE Credits Into Your Happy Meal Offer

When you send off your Discussion Document, it should outline the full list of services you are willing to provide for one easy flat fee – including things like your speech, a book signing, bulk books, etc.  Remember, we call this Happy Meal Pricing.

Be sure to add the CE accreditation process to your Happy Meal list so they know it’s an additional value you are willing to provide.

Again, don’t let CE overwhelm the conversation at this point.  This is not about making sure your speech is CE certified.  Just make it clear that you’re going to try your best to get your speech certified and you'll make the whole process easy for them.

Booked the Gig? Here’s How to Start the CE Paperwork

At this point, let’s assume it all goes well, you’re booked for the gig, and it’s time to start the accreditation process.

Fantastic!

Here are a few essentials you should understand: