How One Speaker Built a $360K Business After An Overdose: His Principle, Money Follows Movement
Most speakers can speak. Almost none of them can sell themselves. Ryan Botner can do both, and he learned the second skill the hard way: twenty years in sales, a million-dollar income before thirty, a near-fatal overdose, and a rebuild from a nine-dollar-an-hour job at a barbecue joint.
In this episode, Ryan Botner breaks down what actually fills a speaking calendar: power hours, cold outreach, walking into businesses unannounced, and the unglamorous truth that money follows movement. He explains why most speakers think they have a leads problem when they actually have a conversion problem, why associations are the highest-leverage entry point in the US market, and why selling from stage isn't a pitch, it's an invitation.
If you've ever told yourself you just need a better website or a bureau relationship to start, this episode will not let you off the hook.
Want to connect with Ryan? Find him on LinkedIn: linkedin.com/in/ryan-botner-b59445239
Note: Ryan's prospecting examples are largely US-specific, where associations are a far bigger part of the speaking ecosystem than in the UK or Europe. The underlying principle (reps, relationships, and getting on the phone) still applies regardless of geography.
CHAPTERS:
00:00 Leads Versus Conversion
01:22 Ryan’s Rise And Reset
05:50 Finding Your Paid Problem
07:36 Money Follows Movement
11:44 Who To Call First
14:38 Prospecting And LinkedIn
19:00 Breaking Into Corporate
21:36 Reps And Sales Scrimmage
25:27 Listen To The Market
28:09 Low Hanging Booking Wins
30:55 Speak To Sell Offers
33:32 Coaching Fit And Contact
37:13 Wrap Up And Next Episode
4. FAQ Section
Q: What is Ryan Botner's main advice for speakers struggling to get booked?
A: Ryan Botner argues that most speakers don't have a leads problem, they have a conversion problem caused by unclear messaging or under-developed offers, and that consistent prospecting activity (cold calls, LinkedIn outreach, in-person visits) is non-negotiable for building a sustainable speaking business.
Q: What is Ryan Botner's close rate by lead source?
A: Ryan Botner reports an 80% close rate from discovery calls booked through speaking engagements, roughly 50% from referrals, and around 30% from LinkedIn leads.
Q: How did Ryan Botner get into professional speaking?
A: After a career in life insurance sales and a period of addiction that led to a near-fatal overdose, Ryan Botner rebuilt his career starting with unpaid and low-paid speaking engagements before scaling to a six-figure speaking and coaching business.
Q: Does Ryan Botner's advice apply outside the US?
A: Much of his prospecting strategy centres on US-style trade associations, which are less prevalent in the UK and Europe. The core principles of direct outreach and relationship-building still apply, but European speakers will need to adapt the specific tactics.
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For speaking enquiries or to connect with me, you can email john@presentinfluence.com or find me on LinkedIn
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