Featuring insights from Sudha Kheterpal, keynote speaker, TEDx performer, and musician (Faithless & Spice Girls).
Booking the right stages isn’t about sending more emails; it’s about building real relationships with the people behind the events. In this week’s feature, Sudha Kheterpal shares her top strategies for researching, pitching, and following up with event bookers in a way that builds trust and momentum.
“I always say pitching’s a bit like dating, you don’t turn up reciting your CV. You’re there to see if there’s a fit.” — Sudha Kheterpal
! Oratore Readers get 10% off a speaker pitch coaching session with Sudha this month.
👉 Claim your spot here: https://www.pitchandgrowth.
Use code ‘STAGE10’ in your message.
1. Research before you reach out
Before contacting any event organiser, ask yourself three key questions:
-
Who’s in the room?
-
What does the booker care about?
-
What’s the event theme?
I deep dive into the last few years of speakers, sponsors, and themes to understand what organisers truly value.
Are they looking for cutting-edge ideas or practical, relatable takeaways?
Your research defines your relevance and your chances of getting booked.
2. Follow up like a human, not a salesperson
“Follow up to build connection, not just to get a yes.”
Keep relationships warm by commenting on LinkedIn, sharing useful insights, or sending a quick note when you have a new talk that fits their event theme.
Use a simple CRM (even a spreadsheet works) to track who you spoke to, what you discussed, and when to check in again. Consistent follow-up creates familiarity, and familiarity builds trust.
Remember, you are a human relating to another human.
3. What to avoid in a live pitch
The biggest red flag? Making it all about you.
Start with what the audience will walk away with, not “My talk is about X.”
Over-explaining your fee is super tempting, especially if you haven’t been booked for a while. Say it with conviction! If you’ve underpriced, you’ll know for next time. If overpriced, they’ll soon let you know.
Most importantly, be crystal clear on what the audience will learn, feel, or do differently after your session. If you can’t answer that, you’re not ready for the call.
4. Turn rejections into future bookings
“No’s are priceless — they’re market research in disguise.”
When a pitch doesn’t land, ask what didn’t fit this time — budget, theme, or timing — and make a note for next year. And make a note in your CRM about why it wasn’t a fit because of timing, budget, or theme, so you can fine-tune for next time.
Stay in touch, and when you’ve refined your talk or landed a major client, re-engage.
And even in rejection, ask for a referral. Bookers are incredibly well-connected; often, one no can lead to your next yes.
Ready to pitch yourself like a pro?
Getting booked isn’t luck; it’s a system of listening, learning, and leading with value.
Sudha’s approach reminds us that behind every stage is a human conversation waiting to happen.
Sudha’s advice is a reminder: it’s not just about speaking well, it’s about positioning yourself so bookers can’t forget you.
! Readers get 10% off a speaker pitch coaching session with Sudha this month.
👉 Claim your spot here: https://www.pitchandgrowth.
Use code ‘STAGE10’ in your message.
Connect with Sudha on LinkedIn: https://www.linkedin.com/in/sudha-kheterpal/
About this newsletter
The Oratore Speakers newsletter connects 3,000+ rising speakers, founders and thought leaders. Have practitioner insights (not just promos)? Hit reply.
Thanks for reading,
Steven, Founder Oratore Speakers
Let's connect: https://www.linkedin.com/in/stevenpiessens/
