How to Sell From the Stage

In the latest episode of The Social Media Takeaway, I sit down with Debbie Allen, one of the highest paid speakers in the world and an internationally recognized market positioning expert who has built and sold multiple million-dollar businesses.

From buying into her family’s business at 19 to building a speaking career that’s taken her across 28 countries, we chat about what it takes to stand out in saturated markets and turn your expertise into income.

Debbie talks about how to create speaking topics that sell, how to identify your ideal target market that will pay you top dollar, and shares valuable resources to help you launch your professional speaking business.

Debbie started young. At 19, she bought into her family’s rental car business, scaled it, then built and sold multiple ventures, including a chain of women’s clothing stores.

She eventually moved into the speaking world, not to chase stages, but to help more business owners succeed without going up against corporate giants.

What drove every move? Clear positioning.

Why Positioning Comes First

Positioning is the foundation. It’s how you show up in the market, what you’re known for, and why people choose you. If the right leads or fees aren’t coming your way, the first place to look is your positioning. Debbie’s advice is simple but powerful, don’t just call yourself a coach or a speaker. Get specific. Pick a niche, claim it, and speak directly to a defined market. It’s not about being everything to everyone, it’s about becoming the obvious choice for someone. As Debbie says, “Pick your lane and own it.”

Selling From the Stage Without Feeling Salesy

Debbie’s genius lies in building her talks around her offer. She doesn’t wing it. Every story, every example, and every case study is chosen intentionally to lead toward the solution she’s selling. You don’t have to be the most polished speaker in the room. What matters is having a message that resonates and a clear solution people are already looking for.

Avoiding the Common Pitfalls

Too often, people jump into hosting events without a real plan. Debbie’s seen it all, events with no offer, no cohesive brand, speakers who feel out of place, and no follow-up strategy to drive sales. If you’re going to invest time and energy into bringing people together, make sure every part of the experience supports your ultimate goal. Otherwise, you risk walking away with nothing but a bill.

Yes, This Works Online Too

The same strategy applies to webinars, masterclasses, and even your day-to-day content. Start with your offer and work backwards. And if you’re running a live event? Film everything. One day in a room can become weeks of short-form video, a digital course, or the foundation of an entire campaign. People want to buy from people they trust, so use your content to build that trust consistently.