I think by now we’re all used to attending webinars, tele-seminars and introductory classes that are vei
led sales pitches. We’ve all been through them and we knew we were being “sold” but it was OK. The unspoken agreeme
nt was that you were exchanging your time for their information. We were cool with it because whether we bought or not, we had more knowledge about the topic then before.
We all recognize the flow of these events also. There’s an intro that is a bit of a love fest. The host and the guest throwing more “air kisses” than a 5th Avenue socialite. Back and forth they go trying to top each other on which is more fabulous. It gets a bit much but you deal with it because you want the pay off.
IN FACT, WE’RE IN ON IT TOO
Then comes what you’ve been waiting for, the learning. If you’re like me, you write as fast as you can, tryi
ng to take it all in. I usually have a few pages of solid tips, tricks and strategies that I didn’t have before and I feel it was worth my time.
After the info comes the sales pitch. I hang around for it. There are a few reasons for me to stay. I want to see how they pitch it. I’m compelled to find out about the actual offer. My curiosity about the bonus is stronger than my desire to hang up. I’m always dying to know the price. I’m fascinated by the entire structure. And finally, sometimes I buy.
THEN SOMETHING WENT WRONG
Well the other night I was over the edge. I was on The call with a guy who’s been on my radar for awhile. He’s my kind of expert in that he’s been hugely successful with marketing, list building and book sales. I’ve heard great things about him and was really excited to be on the call.
That was until the intro went forever. Followed by less than 3 minutes of content that was delivered faster than the speed of light. Then a long, long sales pitch. Followed by how had made a million dollars in 4 hours. The the Q & A ended up sounding very much like “plants” asking questions.
AND I WANTED TO SCREAM…
“Come on, guys. You must be kidding!”
THE KEY TO THE KINGDOM
So here’s my thoughts on how to deliver an event that allows your audience feel valued, appreciated and still helps you reach your sales goals.
TACTIC # 1: FIGURE OUT EXACTLY WHAT YOU WANT TO SELL.
Tip: Develop the product and then design the offering. This is the reason you are doing the event in the first place so figure it out down to the smallest detail.
TACTIC # 2:DETERMINE YOUR AUDIENCE.
Tip: The more you know who they are, how they think and what they’re looking for, the better you will be able to speak to them.
TACTIC # 3: IDENTIFY THEIR OBJECTIONS.
Tip: Right in the heart of the program, you’ll want to incorporate their objections in the conversation that you have with the host and any case studies to which you refer.
TACTIC # 4: ANSWER THEIR QUESTIONS.
Tip: Incorporate the answers into your dialogue. They should naturally flow into the conversation with the host or be the message behind the stories you tell.
TACTIC # 5: ADD VALUE
Tip: Give your audience something that they can walk away with. Concentrate on offering info that teaches them something, improves their lives, helps them solve a problem they are facing, or maybe just makes them see the ordinary in a new light.
TACTIC # 6: BE TRANSPARENT ABOUT YOUR OFFER.
Tip: Don’t make the audience search through websites, registration forms and sales literature to get the details. Offer that info right at the event. Make it easy, simple and direct. The audience will trust you more and people buy from those they like and they trust.
If you follow these tactics and tips you should have an event that is a win-win for you and your audience.
Thanks so much for reading and if you have any tactics, tips or pet peeves on this topic, I’d love to hear them. Also, if you need help with your business, I’m here to be of assistance. Don’t hesitate to call.
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