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How do I reach a global audience?

How do I reach a global audience as a trainer and motivational speaker?

Dear Baybars,

I have enjoyed reading your advice in Ask the Dragon and wonder if you can give me some of your wisdom. I am running a successful business offering consultations for small businesses and I think my expertise may also be useful outside the UK. I am a trainer and a motivational speaker for leaders and managers and I can help many companies by sharing my techniques on how to be more effective. My question is, what would be the best way to reach an international audience and what should I do in order to approach them and make them trust me? I have achieved great results here and want to prove that it can work in a broader context as well. Your international experience and advice would be very helpful.  Anna


You need validated testimonials from people with global recognition

Dear Anna,

International consulting has two important parameters: testimonials and global recognition. It is not important how well you think you have done in the market; what counts is that your customers think you did a great job.

The first question you have to answer is: Who are your customers? If your customers are local figures, they can only echo your success locally. By the same token, if your customer is a nationally recognised figure, your success can become a national success story. By extension, customers who are internationally recognised figures can open the doors of the global market to you. Therefore, you need to first assess your current customer base, by categorising them as local, national or global figures.

You need to first assess your current customer base, by categorising them as local, national or global figures.

Let me tell you about my own experience as it relates to your question. These days I am invited to speak at numerous global events and am featured in global media such as CNN International, Bloomberg TV, etc. How did this come about? I never received such invitations until I had the opportunity to meet with US President Obama in Washington DC, a meeting which was immediately followed by an interview on CNN International. Very soon after that I started receiving invitations — hundreds of them — from various countries throughout the world. The essence of my message about entrepreneurship before meeting President Obama and after meeting him has not changed radically. But if a person is invited by a global authority figure such as President Obama, people all over the world want to hear that person’s views.

So creating a global success story is indeed possible if your work is validated by testimonials from people with global recognition or with an international reach. If Prince Charles, for example, is your customer, I assure you that many prominent figures worldwide will soon seek your advice.

What I have learnt from experience, however, is that this only works if global customers come to you, not the other way round.

This being the case, the key is to find a UK-based customer who is internationally recognised or who has good international connections. Start by checking your network and trying to understand who can connect you with globally recognised figures, and then once those figures become your customers, ask them to share with others how your work has benefitted them. Their testimonials can help open the right doors to you.

I wish you global successes…

Note: Do you want to grow your business? – Ask Baybars Altuntas​ at: [email protected]

Who is Baybars Altuntas?


Baybars Altuntas

Baybars Altuntas is global entrepreneur, best-selling author, angel investor, columnist, star of the Turkish version of the television show Dragons’ Den, President of the Business Angels Association of Turkey, President of Deulcom International, Vice President of the European Trade Association for Business Angels, Seed Funds, and other Early Stage Market Players (EBAN), and the World Entrepreneurship Forum’s Ambassador to Turkey and the Balkan countries. Recognized by the European Trade Association of Business Angels (EBAN) award as 2013’s Best Individual in Europe Globally Engaging with the Entrepreneurial Ecosystem.


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