Welcome to episode #167 of Explode Your Expert Biz Show, brought to you by http://gtex.org.uk/,
I am your host, Simone Vincenzi, The Experts Strategist, and this is the podcast for experts who want to become the ultimate authority in their niche while making an impact in the world.
Today I have the pleasure to Interview our GTeX Lifetime Member Sylvi Hussain
In this live coaching session, we talk about
- How to use the Lunch & Learn Model
- The #1 Reason why speakers struggle at sales
- How to create the perfect upsell from an event
Connect with Silvy Hussain
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– Hello ladies and gentlemen. Welcome to this special episode on selling from the stage of the explode your expert business show. And today I’m here with the one and only Sylvie Hussein. How you doing Sylvie?
– I’m doing very well, thank you, Simone, very good.
– Fantastic as all. Today we are going to revamp your event, which are brilliant. I had the pleasure to be one of your speakers. I absolutely loved the location. The food was delicious. People were great. So now we are revamping them so we can make a bit more money with these events. Are you up for it?
– Absolutely, I’m up for it.
– Fantastic. Can you just quickly introduce yourself and give the context of your event.
– Right, I’m Sylvie Hussein. I’m a transformational coach, a life coach in other words. The events, the Sylvie Hussein luncheon speaker events were really brought about because I know how lonely being an entrepreneur on your own is, especially if you’re new to business. So I really wanted to bring people together, although not ostensibly to network, but to connect, to really connect with each other and have a conversation in a relaxed environment, in a nurturing environment, if you like. I also run workshops. Those, so far, have been specifically for women around confidence and mindset and working out their next steps that please themselves. So those are the two things, and I do one-to-one coaching as well.
– Fantastic. What kind of event would you like to be focused on? The workshop, the luncheon, the speaker lunch?
– I think at the moment the speaker luncheon because that seems to be the one that has the most momentum at the moment, and people enjoy them.
– Yeah, they’re amazing. They are absolutely amazing. Okay, so what is the problem that you have that is stopping you from monetizing that in the best way?
– Because monetizing isn’t something that I focused on when I set them up. I wanted to bring people together. I wanted to give people an opportunity to speak, and the speaker as well an opportunity to speak. And I actually pushed myself, I didn’t put myself out there as somebody who is actually… showcasing her events or her products, if you like, or her services. And I think to get to that point, I just need one more leap and actually give myself a platform as well as everybody else.
– Absolutely, I agree with you. So when you are running, and this for everyone who is listening or watching right now, I am going to take your example, and then give also your specific advice and also make it general for everyone because the model of inviting external speaker is incredibly powerful. It’s powerful for two reasons. One in particular, if you’re starting out, and you don’t have a huge following, you can build your following faster because people will constantly see your tap into other people networks. And that’s why I think it’s very powerful. On the other side is taking away from the sales because then people have two choices. They will have the choice of joining you and joining the speaker. Now the way, if you think about the way we started GTeX, GTeX started before with the only events with external speakers.
– Oh right, okay.
– We started running our own events for our own workshop about after I think one and a half year of doing every month, actually every two weeks with an external speaker. Because that was a way for us to build a relationship, to build our credibility, to build our audience. So then we had a pool of people that already connected with us and then we invited them to our own events. And then they bought there.
– Right, okay.
– So if you’re looking at the context of the lunch, the speaker and lunch, use it as a context of building relationship and doing lead generation. Now sales can take place, but in particular, if you have ten people, and you have, the speaker is selling something, you are selling something, there are people in the room, but it’s not that you are talking to 100 people, right. So you can expect not to really expect that those events, the launch and then the speaker will in the short term, on the day, will monetize less. I’m not saying will not monetize, but will monetize less than a workshop that you will do by yourself.
– Yes, okay.
– Just because there are more choices. Simple as that. Now the way, what I want to ask is, what is that you want to sell at these events? What is it you want to sell?
– At these events, what I would want to sell is my one-to-one coaching, and that would be, and I’ve got three tiers which I haven’t tidied up properly yet, but I’ve got three levels of programme, if you like, or three levels of intensity.
– Okay, and so the question becomes now, do you want to sell it straight from the lunch?
– I’m thinking, actually after what you’re saying, if I have a lunch just for me, if you like, without an external speaker, then I think that’s possible. I think if I have a lunch with an external speaker, I think the focus is on them. It’s less likely, from what you’ve just said, and I hadn’t actually put the two together.
– Exactly, so there are a few things that, when you’re selling one-to-one, now people are there. They’re coming from lunch. There is an external speaker. It’s very difficult to sell one-to-one there. The reason why it is because you don’t have enough stage time.
– No, no.
– And you are there as a host, as a facilitator.
– And therefore, it would be very difficult even to, you can do an application close there, which you can give them an application form to fill up if they’re interested, but even the uptake wouldn’t be huge because you just didn’t have enough time.
– No, no, no, no.
– For them to justify even filling out a form and considering working with you. The model that I like from the lunch that you’re doing, it would be from there to sell a workshop. Can be a half a day or a one-day workshop, which you already have.
– Yeah, absolutely.
– And focus the lunch to sell that workshop and to fill up that workshop.
– Because that’s a much easier sale, and people will pay 47 pound, 97 pound, 27, depending how much you’re gonna charge for that workshop. But then you have a half a day or an entire day with them, and then you can then at that point sell your one-to-one, but they’ve already seen the value that you can provide.
– Yeah, fine.
– So are you, what is the name of the workshop that you are doing?
– I was doing it under the name Yes You Can, the Sylvie Hussein Yes You Can Workshop, meaning that whatever you want, what the answer is always I can’t, or perhaps not, or perhaps, but that always brings up questions, but the answer is always yes you can. Can I change career? Can I take retirement? Shall I take redundancy? Shall I carry on working? Shall I, shall I, shall I? And quite often, when we talk to ourselves, the answer is always no, perhaps not, let’s stay safe, but the answer is always yes you can. But within that, there are safety nets. You don’t have to take all of your steps all in one go. I think that’s the purpose of it.
– So in the lunch and learn, the lunch and speaker, they are for entrepreneurs?
– Yeah, more or less. I’ve targeted people, or I’ve invited people who have given me their cards, et cetera, met them at networking events.
– So most of them are entrepreneurs?
– Entrepreneurs anyway yeah.
– This is the thing that is really important. One of the reasons why you are probably still not monetizing them fully it is because you haven’t clarified yet who is this event for? Because if you’re saying it is for entrepreneurs, you’re creating something specifically for entrepreneurs. If you’re saying it is for everyone, then you’re not going to make the conversions because, So it will work, the flow works very well if you’re saying this is a lunch for entrepreneurs, and then you sell a workshop for entrepreneurs.
– Yeah, I think that’s it.
– It can be mindset for entrepreneurs, which is your speciality, self belief for entrepreneurs so it doesn’t have to be business skills, it can be soft skills and personal skills for entrepreneurs, but then the product needs to be aligned with the audience which is there. So if someone if I’m an entrepreneur I come in, because I want an apple and then you say here’s the Apple but for free but I wanted to buy the pear
– No I wanted the apple.
– Yeah no I understand I understand made a lot of things clear.
– Brilliant, so now you can do now it makes sense you will do the lunch, you have the speaker and then you will use the best way to structure it. To structure the lunch in this way. Ok I can you tell me what’s the way you’re structuring the lunch currently. Can you remind me please.
– Absolutely, very loosely it’s a very loose one. So I introduced the you know, I welcome my guests and welcome my speaker. I introduced my speaker and the speaker chats and talks or however they going to deliver what’s most comfortable in that environment in that context. And then they have that space and then we have questions answers conversations over the lunch and we share whatever our main business issues. May be the speaker might want to address some of those you know within the context of their speech or you know or their expertise. And then we sort of wrap up between half past two and three and I thank everybody, and we go home. So it’s not really very tightly structured.
– Okay, now it’s important to put a bit more structure in there, so then you know that you have your time.
– Because that’s the thing. You need to have enough time, during the luncheon speaker to… showcase what you can do for them even if it’s 15 minutes.
– Yes, okay
– 20 minutes
– It doesn’t have to be a longer session. But the best thing, one of the best thing you can do, is to then take one of the exercises that you will do into your half a day one-day workshop, give it to them to do it.
– Yes, okay.
– And then you say, now this is only one of the exercises that I’m going to cover in this workshop.
– Later on I’m going to let you know you can be part of it
– So if you’re thinking about when you’re starting, and you’re doing the introduction,
– You allocate specific time so you can give less time to the speaker. You are allocating that specific time to deliver after everyone you know you go around, everyone introduces themselves and that needs to be a bit more timed. Because
– Yes You can’t allow someone to speak for five minutes. Well if you say okay, everyone has one minutes to introduce themselves and then one minute is done.
– Yes that’s it.
– Whether you have finished or not, we are moving forward we’re moving on. And then… is a your part where you introduce yourself, you introduce why you’re doing those those events and then you give them an exercise…
– to do.
– Mentioning that this exercise is part of the workshop that you are going to run. So in this way you are showcasing and give them a taster of what they can experience.
– Yeah, perfect.
– So now at this time I not only seeing you as a host but I see yous are someone that knows what they’re doing as well as a professional.
– Okay, lovely. Yeah and I think that was really missing in them. Absolutely I think I was missing altogether.
– Yes you were. I’ve been there that was great for me but there was there was nothing about you and people will come for you. And so you need to put more as you said you already spotted that it was not enough of yourself.
– And I think I’ve been running it as a sang on the way the ladies did in the 19th century come and join me but I wasn’t actually inviting them me afterwards.
– Exactly, exactly. Now then after your bit they will have lunch, and then you will have the session with the speaker.
– Yes yes. And then a… with the speaker you must have an agreement of taking a percentage of their sales.
– Yeah, what would you suggest?
– 50 %
– That’s the standard.
– That’s the industry standard because you’re doing the most difficult thing for me. I just woke up to speak.
– Yeah, yeah.
– The thing for a speaker, the speaker is difficult you know as organising events and I know. The most difficult thing is to get people in the room.
– Yes absolutely, absolutely.
– Alright, so you’re doing the most difficult work.
– And you are giving them lead. So if you’re talking on a business perspective, I am being providing value to you, but personally you can call any speaker that you want. There are more speaker than there are a lot of speakers you can choose from. If someone says oh no I don’t want to give 50%. That’s fine I’ll call someone else.
– Yes okay.
– Unless he is the you know the big opportunity and there’s a super well-known speaker that will make the difference for your event that will get you know hundred people in the room to do that. But unless that’s the case,
– just don’t bother say these are my terms and condition do you agree?
– Yeah, fine alright then
– And you will find that the majority of the speakers will say yes because you’re doing the most difficult thing for me. You giving me a platform for to speak. You find the people are ready. They are paying so it’s not a free audience. So is the audience which is already a higher level of commitment. So there are a lot of plus for a speaker. It is a more intimate environment as well which means that my conversions will go up because I’m able to build a better relationship. So there are this all this prose that you’re offering. So I have a contract check with Caroline, so that way we can send you our contract that we have. Because we have contracts and I have a contract every time I go and speak or I’m an event organiser so Caroline will be able to send you the template that we use for that.
– And then you need to make sure that they will give you the signed contract. If they don’t have the signed contract they don’t come and speak.
– You need to be ruthless with speakers because otherwise you just take the piss.
– oh okay thank you.
– I do that because I’m like that I’m a speaker. So I know it’s like hell yeah I’ll do that. Yeah yeah I’ll do that Yeah yeah you will see the country. Yeah yeah yeah And then it’s like the contract unless they have already a team that can sort of stuff for them but you you want to make sure you put a caveat. So I need your contract by this date, otherwise I’ll find the next speaker.
– Okay. Now I want to speak so I’m like no no I don’t want you to find out I speak. I’ll give you the contract right now. Yeah. So then stop chasing.
– What’s really really clarified things for me thank you
– Brilliant. And now we’re to the last part which the wrap-up.
– Wrap-up, yeah can you remind me do you do feedback forms I do I haven’t got one consistent one. I’ve done them before then. I do have a few
– Did you find them useful?
– Not for the events. Not for the luncheon speaker series I have to say.
– Okay that’s fine
– I don’t have a form but I think perhaps I should do
– Okay, so the thing about feedback forms I think they are useful but I also think that they take away from conversions.
– Because now the last thing I’m thinking about is to fill up a film before not to buy a ticket.
– Yes okay fair enough.
– Alright, so I think I know that there is value, there’s a lot of value feedback forms. I mean we did them for years but when we started taking our conversion part seriously, then we stopped for a while doing feedback forms because I just wanted people to be focus on filling up before the sales form
– Fair enough and that’s your feedback form really, isn’t it? People converging and that the nature of
– That’s best feedback I can get. Someone gives me their money is the best feedback I can get
– It’s more powerful than anything else because it means I’m doing something right. So you will have once you wrap up, then at the wrap up you will thank the speaker, and then that’s your time to also to mention you know to do a bit of what did you learn the most? So that you can know facilitate what were your biggest learning and then you create some interactions there. And then you can move on in promoting your workshop and wrapping up the event.
– It is viable feedback really, and that’s it. And then we introduce,
– Say do you remember we did exercise at the beginning I mentioned that this was part of this workshops that I’m running. The next one is going to be on this date but I also have more available dates if you can make the the proper next one. If you decide to join today and sign up for today, I have a great deal for you. so then at that point you will give them a ticket discount and one or two bonuses. Its not to make like a big fast on the sale because its a you know it’s a very relaxed environment but using your normal speaking style, saying we are using yesterday exercise I gave before. It was part of the workshop that I’m running in two weeks time. The normal price of the ticket is 97 pounds but if you decide to join today is 47 and also if you decide to join today and reserve your seat as an incentive I will spend one hour with you or I’ll give you this a audio programme whatever you have an article that you have written that you know is you keep private and is for them. So is the additional content that is a very valuable for them. Now before when I didn’t have a lot of content and lot of programmes created , I was offering my time. So is said if I buy right now because then also was an opportunity for me also to sell.
– Because I’m giving him a session one to one 47 quid plus the workshop but I’m using that session to see as well if they already can immediately convert on the one-to-one or then because they experienced they want to one the conversion will be higher at the workshop because they’ve already experienced what they’re gonna buy as well.
– Yeah, perfect perfect lovely. Really neat, that’s really neat. I love it. You know and I knew something was missing and when you’re staring something in the face you can’t see it. You just can’t see it and then you get overwhelmed by anything. I don’t know why I’m doing this.
– This is the challenge for you. Because you’re used to… making sure that everyone else is alright. That’s how you are as a person is like everyone else first Then you’re challenged and no one can do this in their work for you, is it going to be to stick to time to make sure that you have the time for yourself because I’ve been in other situations where I see people and I’ve done in myself at the beginning as well, where I would compromise my time, for the speaker time or for the audience time. Or somehow maybe there was a good conversation which was going on oh I don’t want to interrupt the conversation. So I let it keep going, and then I’m the one feeling crap because then I know that I’ve let myself down.
– That I haven’t honoured myself to allow myself the time to make the pitch.
– And if someone I give a great way to deal with that. If someone if you have a conversation which is going on, or if you have a speaker which you know is running over give this speaker give always them a time check. So say okay right now guys for the next five minutes we’re going to talk about this. So when you say five minutes is up but they’re saying well I didn’t know I had five minutes. So you give them a time check and also you’re going to say wow great conversation I think this can last for hours. Now I need to wrap up, but we can keep having a conversation later. So now you’re instead of saying we are stopping you say okay let’s put it on pause and when we are finished we can keep going in this conversation.
– And that’s a very good way to handle it without alienating the audience as well.
– No that’s that’s a really good little tip.
– Fabulous. Do you have any question or anything else which would be from what we discussed that you need clarification on or we think we left out to help you.
– I think this is good and I will implement it in my next because I’ll be starting them again in September when everybody’s back from break. And I will I did sort of send to you plan of the workshop over the summer but it was too hot and too naggies around So I shall revamp that for entrepreneurs.
– Yes, yes this is this is the thing you want to be clear about your target market and then serve only one target market and your message is only for one kind of one specific person
– Absolutely, so I’ll revamp that. I think the content will be very similar but tweaked towards the new entrepreneur.
– probably. Wobbly entrepreneur you know just
– Just starting out
– Just starting out.
– Everything they’re moving their feet on a new on this new journey and it’s a market which it’s getting more and more people is huge, so and then and they need help.
– And then he did all the help We all know how it is. So is my recommendation for you is it because you are not used yet to practise you know. When we did the selling from the stage advance weekend.
– Yes yes.
– Like you were brilliant there. You spend time, you practise it and use the masterminds that we have. So for example tomorrow we have the mastermind or you have their line mastermind as well. One is tonight where do you see a watch there is Jeff so use this masterminds as an opportunity just to rehearse your pitch and get feedback. Because then when you come September then you just know it by heart and there is no feeling of oh my God, this is uncomfortable because you just know it.
– Because how to do it. I’ll be coming along too to tomorrow and I’ll try and to join this evening as well.
– Brilliant thing.
– What else is going on but tomorrow almost setting up either.
– Fantastic. alright I think it was I really like the the conversation. I really liked this session. And I’m sure it’s going to give you incredible results and make sure you follow the structure, you follow the strategies. As long as you follow it I’m not expecting a result the first time because is it always a learning process for you as a facilitator, as a speaker, to master all the different moving parts because there’s a lot of moving parts. Host and a speaker understanding at the same time, So you’re gonna make sure that everyone is alright and there is a lot in your mind and I get that.
– You know it’s all so simple but not obvious to me. So really helpful. Thank you very much indeed.
– It is my pleasure thank you. And there ladies and gentlemen thank you very much for listening or watching it to this special episode that we did on selling from the stage. If you want me to help you create a high converting seminars and events that’s a like crazy, then click the link below you will find that there is an application form and calendar link where you can schedule a call with our team, and we will see how we can help you to create highly profitable events. Sylvie, again thank you very much. It’s been great talking to you.
– Thank you very much.