Ep 87: Sales First: The Real Key to Building a Speaking Business with Ian Stephens CSP

September 2, 2025

87: Sales First: The Real Key to Building a Speaking Business with Ian Stephens CSP

Speaking is easy. Building a speaking business that actually pays is where most people fail. In this episode, Jacqueline sits down with Ian Stephens CSP – a multi-award-winning speaker and trainer.

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Speaking is easy. Building a speaking business that actually pays is where most people fail.

In this episode, Jacqueline sits down with Ian Stephens CSP – a multi-award-winning speaker and trainer – to have a no-BS, behind-the-scenes conversation about building a speaker-driven business that lasts. They go deep into the mindset shifts, revenue strategies, and sharp edges of the industry that most people gloss over. 

If you’re still thinking “more gigs = more success,” Ian’s going to shatter that myth and replace it with smarter, sustainable strategies that actually work.

They also cover the uncomfortable truths (hello, cashflow chaos!), the real reason most speakers stay broke, and the difference between being a good speaker and being bookable. 

Plus, Ian shares hard-won business insights that every emerging speaker needs if you want to play the long game and win.

In this episode, you’ll discover:

  • Shift from chasing stage time to creating sustainable income (02:18)
  • Future-proof your speaking business by diversifying your services (06:48)
  • Nail the one thing you want to be known for with the Arrowhead Strategy (15:44)
  • Implement strategies for structuring retainers, licensing IP, and setting payment schedules to protect your income during quiet months (24:13)
  • Attract the right clients by becoming findable, focused, and freakin’ good (33:55)
  • Transform from merely delivering content to creating transformation from the stage (39:16)
  • Keep evolving your message with this 10% rule that keeps your content fresh, compelling, and relevant every time you step on stage (45:06)
  • Fix your pipeline by fixing your priorities – consistent action always precedes consistent results (52:13)

If you’re an emerging speaker tired of chasing stage time, hoping someone “discovers” you, this conversation is your wake-up call. Ian pulls back the curtain on what it really takes to build a speaking business (not just a speaking hobby). And trust me, the strategies here? They’ll change the game. 

Bookmark it. Replay it. And then do the work.

QUOTES

“Don’t confuse the marketplace about what you are an expert in.” – Ian Stephens

“Activities first. Don’t focus on the results and the scorecard – focus on activities. Just do the activity because activity precedes results.” – Ian Stephens

“Nothing annoys me more than people complaining about the revenue results they’re not getting because of the activity they haven’t been doing.” – Ian Stephens

“It’s not the market – it’s you. Nine times out of ten, even when we say it’s the market, it’s usually something we’re doing.” – Jacqueline Brooker

RESOURCES

WHERE TO FIND IAN STEPHENS CSP

WHERE TO FIND JACQUELINE BROOKER

To connect and learn more about creating a Speaker Driven Business connect with Jacqueline on LinkedIn. You can also follow Jacqueline on Instagram or join the private Facebook group

Join the Speak More Collective.