Welcome to episode #110 of Explode Your Expert Biz Show, brought to you by https://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.
This is a solo episode which is a recording of our live show we run every Tuesday at 7pm on my business Facebook page Simone Vincenzi where I share my point of view from the conversation I have during the interviews with my guests.
In this episode I talk about
- How to sell from the stage like a pro
- The Subtle technique you can use to triple your sales from the start of the talk
- How to close in a way that feels comfortable to you to increase conversion
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Hello and welcome to another episode of Explode Your Expert Biz show. Simone Vincenzi here, I’m your host.
If you’re watching the replay here on Facebook Live, welcome, thank you for watching the replay.
Make sure that you watch this video until the end because we are going to share with you- And I’m saying we, why I am saying we?
I’m going to share with you what it takes to sell like a pro from webinars and seminars. So, it’s going to be insanely good, when I’m saying good. Insanely great, when I’m saying great.
And insanely awesome, awesome, awesome, awesome episode today. So, make sure that you stay on until the end.
If you’re listening to our podcast thank you very much for listening on our show. If you’re watching on YouTube as well, thank you very much for watching on YouTube.
Really appreciate you.
And thank you for being a loyal subscriber.
What do you mean you have not subscribed yet?
Well, subscribe right now so you become a loyal subscriber and I can thank you properly.
So as I said today is all about how to sell like a pro from live events, seminars, and workshops.
This is what we’re going to talk about today, this is what today is all about.
And why is this important?
Because there is nothing, and I’m telling you, nothing that converts more than live events.
Nothing that converts more than live events.
All the things you can do, nothing converts more than live events.
Now, if you see me every now and then looking down, it’s because I’m inviting people here to watch live.
So nothing, as I said, converts more than live events.
And you can do webinars, you can do consultations one-to-one, but there is something magical that happens when you’re creating live events.
There is a sense of comradery, there is a sense of unity, there is a sense of people wanting to be together and to take an action together. That’s why live events are crucial.
And in particular, you meet those people live. What do I mean about that?
These are people that you meet in person, so what would you rather do?
Would you rather like faster someone that you meet in person or someone that you meet online, if you like them?
Of course, in-person because we are all human beings.
So, while everyone else is now focusing online and doing their businesses online, I’m focusing on creating as many offline opportunities as possible to connect with my ideal clients to deliver them incredibly value.
And in particular, to give them a real transformation because that’s where the magic happens. When you give them a real transformation they are ready as well to move forward.
They will be likely to move forward as well and that’s why this is so, so powerful.
Why running these live events. So, make sure that it’s something that you consider.
So now, running live events is not just about creating live events but then it’s about making money and selling with that because otherwise you can work so hard to create this event and then no one buys.
And so you’re left with a big hole in your wallet, because live events can be quite expensive but also you’re left with feeling, oh my god, well why didn’t people take action?
Why did nothing happen?
And this is why you want to make the focus on the selling.
So, what are the great elements, this is what I’m going to talk about today, what are the great elements of sales pitch to convert from events?
And how can you sell from live events?
I’m going to share with you what I do behind the scenes, what are the things that you’re focusing on in GteX, how our sales process works, and so on. So, that’s what I’m gonna share with you.
And then if you would like to know more, guys, there is a link here in the comments.
Or if you’re watching the show notes. And I will release just today our training events that sell, and only for today for the first 20 people.
It will be for $97 and the first 20 people will get a one-to-one session, pitch session, on creating high converting pitch from the stage.
So, make sure that you buy today because otherwise it’s gonna go up to $497.
And if you like what I’m going to share then make sure that you take action, because things happen in your life when you take action.
So, if you are serious about running live events that’s the right programme for you. Here we go, shameless plug. Yes! Ha ha.
And now, without further ado I understand some people think like Simone, you’re a bit of an idiot.
And I own it, I own it, that’s me So now let’s get talking, let’s get talking, and let’s keep sharing about what it takes to run live events.
Well, there are a few things that are really crucial about running live events.
Number one is you need to have a great product. Your events need to be a part of your business model.
Now, if you’re just thinking of running an event for the sake of it, that’s why you’re not going to make any money, but if your events are part of your business ecosystem, a part of your product ecosystem, it’s a another product that you’re adding to your product line, then it works.
Because suddenly, first of all, it becomes something regular.
If you’re running an event just once in a while, once every few months, and there is nothing regular that happens or once every few years, then you’re not going to make much money from it.
Unless it becomes something like a special event and you’ve already built your own community and you can leverage from it.
But if you’re running an event to consistently get clients the consistency is what will get you clients. Remember this, the consistency of your events is what will get you clients. Why?
Because then people will trust you more, will be more willing to engage with you.
The word of mouth spreads, because if you change event or you don’t run any event, or you change events consistently, then they will be consistent like that.
People will not have time to share with the other friends or with the acquaintances they have, how great your event is. So, this is how it works.
You need to make sure that your event is part of your product lines, part of your offering.
And then there are different kind of events, you would have to choose if you’re going to run a free event, a paid event, evening event, multi-day event.
Now, there is nothing that converts more than multi-day events, three days, maximum four days. But when you are creating this experience for people when they are with you for three, four days then you will be friends.
There’s not going to be anymore the fact of oh my god, I wanna keep working with you.
There is oh my god, I wanna keep working with you. It’s not, do I really want to keep working with you?
No, it will I want to keep working with you because you have created this environment.
So, how do you create a pitch that sells?
So now that you know that your product and your event is part of your line, it means it’s part of your systems, it’s part of your processes, then you are going to also think that your event is there to sell and upsell a product or a service.
Now you will need, first of all, to have the right people at the event.
Even before we talk about the pitch, you need to have the right people at the event.
If you don’t have your right target market at that event you’re very likely going to struggle.
It’s very likely you’re going to struggle.
Well no, I’m not going to buy if I’m a cat lover and you pitch dogs.
I’m not going to buy because I want cats, I don’t want dogs.
And that’s the same thing for your event, so make sure that when you market your event you market to the right people because your sales pitch starts from the marketing.
Your sales pitch starts for the moment they register, that’s where it starts.
So, you want to make sure that every step of the way you give out the right content, you give out the right pitch, you give out the right parts to the audience.
So, now the audience is the right audience let’s think about the pitch itself.
The pitch is there to sell what?
The pitch is there to sell a product.
Great, well done, very smart.
So, because the pitch is there to sell a product doesn’t it make sense that if the product or programme is a great programme or product people will be more likely to buy? Oh, really?
Yes. Absolutely, that’s how it works.
So, even before you think about how do I create a pitch that converts?
Think about, are you giving something that people really want?
That people really, really want.
Are you delivering something that gives an incredible value?
Are you giving away something that people are leaving, oh my god, this is freaking awesome?
And that’s what makes the difference.
That’s what makes the difference.
Because if you are then right now and you know that you are focusing on creating an incredible product, delivers incredible value, and you’re willing and you’re able to explain that value in a way that makes people want to buy, you’re onto a winner.
So first of all, think about your product. Think about what makes a great for you. What makes it a no brainer?
What makes it something that people will say, “Oh my god, if I’m not buying right now I’m going “to regret this for the rest of my life.” Yes. And that’s what you want them to think. That’s how you want to run your event.
So, you have a great product.
And what makes a great product? Well, a great product is a solution to a problem. Basics of business, you’ve heard this many times.
Great product is a solution to a problem.
So, now we know the problem or several problems that your audiences have then we’re creating the solution to these problems.
Now, the more problems you solve the higher your conversion, the more people will want to buy. Because you’re not solving only one problem, you’re solving all the problems that they have.
And that’s what creates a buying frenzy.
That’s what creates a buying frenzy, creates something that people are, oh my god, this is so awesome I cannot miss.
I cannot miss this. Like, this is too good to be true.
Are you really giving this away?
And even if you are selling for tens of thousands of dollars, people because you’re solving all their problems, will be to give you their money, will be willing to give you their credit cards, will be willing to sign up.
But it starts with a product, it starts with the problems that you’re going to solve.
So, think about- Make a list right now, I want you to think about this right now, make a list of all the problems that your audience has, that your ideal clients have.
Make a list of all the problems and make a list of all the things that you can do to solve these problems. Now, this will become the programme and the bonuses associated to the programme.
So now, you have the right people in your group.
Then, you have the right product.
Now, we can talk about the pitch.
But you see, you cannot focus on the pitch first because if you don’t get that right you have a product that sucks.
You’re not gonna sell even with the best pitch if you’re giving away something that people don’t really want, it will suck at sale.
Or if you’re not having the right people in the room it can be the best product but it’s not for them so they will not buy.
So, now you have the right people and you have the right product. So what are we going to do next? Well now it’s time to create a pitch.
Now, there are few things that will make your sales stand out.
If you haven’t downloaded yet our selling from the stage checklist and make sure that you download it.
You will find the checklist in the show notes.
So, that’s the starting point.
Download the checklist because then there is a structure step by step.
So, a few things that will make this checklist stand out even more that’s what I’m going to talk about today.
What are the next level things that you can do to convert more from the stage?
Because you will find all the basics in the checklist.
Checklist will give you the structure.
Right now I want to talk about the advanced stuff.
Now, one of the advance stuff is called seeding.
Now, what happens a lot of speakers and what they would do, they would create their pitch and they would leave their pitch until the end.
And this problem, the mistake that they make is that they don’t do what we call seeding throughout the pitch.
What is seeding?
Seeding is mentioning your product multiple times throughout the use of case studies, testimonials, a shorter pitch at the beginning, that is going to seed the fact that you’re going to make an offer, that is going to seed the fact that they are going to buy, and it’s going to mention the programme throughout your presentation.
Now, if you don’t seed your conversion will be rubbish.
But if you then seed throughout the way, what you’re doing is you’re psychologically preparing people to fall in love with your programme so then when you are in the moment of the pitch which is the moment of the close then they are already loving you, they are already qualified, they’re already ready to buy from you.
And that’s what makes the pitch great, is the seeding throughout.
Then the other element on top of the seeding is what we call the soft pitch at the beginning.
This is the technical term, the soft pitch at the beginning.
Which means, you are doing a pre-pitch.
After your story, after you position why the people should listen to you, after you position why people should listen to the topic which is important, after you position why people should listen to it now which is all part of the introduction.
Those are all things that you must say in the introduction.
You must say why the topic, why now, and why you.
So, once you’ve said that then you’re going to position the short pitch.
And the short pitch is to prepare people that they are going to be buying something in the end.
And what all you have to say is to give that pitch where I’m showing what kind of content they’re going to receive and I’m going to show what kind of product I’m going to pitch, how much it is without offers or discounts.
So here I’m sharing with them the full price, why? Well, you probably have been to a lot of seminars yourself, a lot of webinars yourself, and there is something which is called a price discount.
Now price discount is crucial if you want to make more sales because it gives people a reason to buy now and there is no other moment probably in their life where they are hot and as willing to buy when they are in a room with you.
Once the go home, lives stay cold.
So even if they’re still interested their attention is not completely, and their focus is not going to be completely on you like it happens when you are running the live events.
So now you have the product, you are seeding it throughout the way, you have the people, you are seeding throughout the way, you are doing the soft pitch in the beginning, mention the full price of the product.
And why am I mentioning the full price of the product?
Well, you’re mentioning the full price because you want to seed in their mind a price which is higher than the offer and you want people to think about the number over, and over, and over again.
So, that number will become the benchmark of your product.
So, now that you’ve mentioned it there are two things that are going to happen.
You are triggering the buying signal of your audience. You’re triggering the buying sequence of your audience.
Pardon me. So now that you have triggered this buying signal, this buying sequence, of your audience, then they will do two things.
One, they will evaluate that product or the content you’re going to deliver.
Again, it’s the price that you have promised and as long as you deliver more than the price that was there in their mind it will be, oh my god, this is so awesome.
I want this. Imagine if I paid this money, how much more am I going to get? And secondly, you create contrast.
Now, let me explain the power of contrast with a little story. Now imagine that you have a daughter and the daughter goes away for college.
And you are there and your daughter is out for college, and you don’t hear from her for a few months so you start getting worried.
And your daughter now sends you a letter, so you receive a letter from your daughter which is at college.
Sends the letter and it starts with, please dad or mom, don’t be upset. And then it starts telling you that she got pregnant, that her boyfriend just came out from jail, that she quit college completely, and now she is working cleaning toilets.
Nothing wrong with cleaning toilets, but going from college. Then, what are you going to think right now about your daughter?
You’re like, oh my God. You’re gonna be so angry, you’re gonna be really upset.
But then, your daughter will finish the letter by saying, “Don’t worry mom, don’t worry dad, “this is what could’ve happened. “This didn’t happen, I just failed math.” So now, she’s telling you she failed math. Imagine right now, if your daughter would come in and just say, “Dad, mom, I failed on my math exam.” You would be pretty upset as a parent, like you should be.
However, if your daughter now puts in comparison what could have happened then you’re like, “Oh, don’t worry.” “It’s okay for your math exam.” So, that’s the power of contrast.
So now that you’ve seeded in their mind the price, when you’re slashing the price it will be more compelling because they will have more time to think about that price.
So that’s why that price slash really works all the time. Then let’s move on, then you’re going to deliver the content, seeding throughout the way, delivering case studies and testimonial.
This is really important, every new concept that you introduce in your pitch, every new concept that you introduce make sure that there is a case study attached to it.
So, let’s say for example right now I’m going to teach you how to create a Facebook Live. Now, I’m going to teach you what I taught Johnny.
And Johnny wanted to run a Facebook Live, but he couldn’t run Facebook Lives and just by working through this concept that I’m going to share with you right now and through our programme as well, then this is the result that Johnny got.
Now, Johnny’s doing a Facebook Live every single day and is getting clients every time he goes live.
Now, if you’re using the content and you’re using your case studies as a way to frame the importance of the content, you achieve two things. One, you get credibility to the content that you’re going to share. And two, you increase the buying frenzy or the wanting in your product or service because you are explaining and giving tangible results about what results are people getting by working with you.
And I’ve found that there are two ways to do it.
Now, you will find that the normal pitches they will have case studies all in one shot, all at the end, this is what amateurs do, people who don’t know what to do.
They will use case studies before the moment of the sale and they will cram four, five, or six case studies there.
And that doesn’t work very much.
The best way is to spread those case studies across your presentation because remember, even if you’re running a one day, two day, three day, four day event, that’s the pitch.
Your content is a pitch. And in particular, if you join the events that sell course, because there is one module where I’m talking about how to divide the content, how to use case studies within the content, how to deliver the content in the most effective way to get people to buy throughout the live event.
Because that’s what you want to do.
And you started thinking that your pitch is your full event.
So therefore, you’re going to take some part, and that’s one of the things that I share in the programme.
Which actually, one of these things made one of our clients more than $9,000 in one single event, in one single evening, was the fact of using their product and taking a piece of the product and running as a live event, as an introduction. So people were feeling that they were already a part of something.
And I’m sharing that in more details in the course, the events that sell. So now, we are going into the next part.
Now is the time of the close.
And there are a few ways to close the audience.
Now, some people put too much pressure on yourself, because the reality is selling from the stage is the most difficult skill that you can get as a speaker.
Why? Because it’s selling on steroids.
Now, you have a fear of rejection steroids, then you will become completely immune to it. But there are so many things that are going on in your mind in that moment.
You have, oh, what if it doesn’t work?
And you will have, oh, what if no one buys? And you will have people that are going to staring at you.
The energy in the room will drop, so before they were having a great energy and then suddenly the energy in the room completely dropped because it’s the moment of the sale.
So, you will have different things that are going on at the same time, you will need to remember your script, your slides, make sure that you don’t talk to your slides and you talk to your audience.
There are all these different things that happen all at the same time and that’s why it becomes difficult.
That’s why it becomes so challenging selling for the stage.
However, there is one thing that you can do.
There are three different closes that you can have. I call them the relationship close, the get it now close, and the application close.
So, let’s start from the relationship close.
The relationship close happens by creating an experience where people are there for multiple days or they already know you and they already have multiple touch points with you and the sales team.
Which means that relationship has built to a point that the sales pitch becomes, hey guys, this is where I am next.
Like, if you don’t buy you’re crazy.
You already know the value we’re going to deliver, you already bought, we already have been working together for a long time, so let’s keep moving together. Let’s keep growing together.
So, that’s one thing. That’s the one way to create your sales pitch.
Then you have the other way which is the relationship clause, then we are working on the application clause.
The application clause is you are not going to sell there and then.
You’re not going to sell there and then.
You are going to sell an application for people to buy the programme.
So you’re going to mention the programme, how it works, you can decide to mention or not to mention the price, and at that point you will say there is an application form on your table.
Fill out the application form, we will have a consultation one-to-one, and we’ll see if this programme is right for you.
So now what happens, first of all, you can be more relaxed because a sale doesn’t happen there and then.
You might have a dropout because in particular if the sale is not made on the same day or within 48 hours, then some people that were hot in the room now we’ll have to cover again. So, that’s a downside.
But then, on the other side, on the upper side of this, because the consultation’s one-to-one, you can immediately go and sale a very high end programme. 15,000, 20,000, 10,000, or however much you’re gonna sell it for.
And then we’re going to look at the other part which is the last one is the get it now clause. The get it now clause is, hey, I’m running just for today, for the next 24 hours, only for 20 people a special offer on our events that sell programme.
For the first 20 people we will also have a free consultation one-to-one to help you create a high conversion pitch.
Now, to get advantage for this offer, to get this offer right now, you will need to buy it right now here and then.
So, that’s how the get it now clause will run. So, you give the people something that is very limited amount of time or amount of units.
If you ‘re giving them both it works even better.
So, that’s for the next 24 hours or if it’s an event, it’s just if you buy it today and only for the first 20 people. You will get this extra. So, now you have this double scarcity which will get people to move and to take action faster.
So, as long as you deliver incredible value, you build a good relationship, you delivered in a way that inspires leadership. Because it’s also the way you deliver your pitch, the way you sell influences a lot, that’s why in our events that sell course, there is a bonus module on delivering a great sales pitch.
Not just talking about it, but delivering a great pitch.
So, make sure that you join now because that set is only valid for the first 20 people that get it for $97 and a session one-to-one.
So right now, you want to make sure that your delivery is up to standard.
That you express how great you are, you share with people how great you are, they get it and they want to keep working with you.
That’s the secret to selling from the stage. It’s about leadership. It’s about showing people that you can lead them where they would not be able to get there themselves.
That’s why we need a leader, because we are always looking for someone that can take us where we could not go by ourself.
Or where it would be so difficult going there by ourself.
And if you don’t position yourself as a leader, if you’re not expressing and talking and communicating yourself with confidence of a leader, then you can have the best pitch, the best scarcity, the best programme, but people will doubt you.
Now, it’s better people doubting your programme than doubting you.
Because if they doubt your programme you can still recover, but if they doubt you you’re done. It’s very unlikely you’re going to regain their trust.
That’s why it’s so important. So make sure that you work on your communication skills, that’s where rehearsing your pitch over and over again comes into place.
So you will now have the selling from the stage checklist, which gives you the checklist, it’s completely for free, on how to structure the pitch.
Now that you have structure, you need to spend time rehearsing it.
And that’s how one of our clients made $9,000 in an evening.
Another one made more than 23,000 in consultations booked.
Another one got a huge international client. We make lots of money from there.
We make a hundred thousand pound in a room of 15 people.
So, it works. But you have to have all of these pieces of the puzzle together.
That’s why I’m saying it’s difficult.
And that’s why the more you rehearse, the easier you make it for yourself because there are so many moving pieces of the puzzle that it’s not just about running the event.
But now it’s about the running of the event, running the sales, all at the same time. And they all need to flow seamlessly.
Boom. And that’s how you become great at selling from the stage.
Guys, if you haven’t joined yet, if you haven’t gotten yet the events that sell programme is for $97 for the first 20 people, they will get also a session one-to-one on helping you create a high converting pitch from the stage.
And remember if just one sale for you is worth a thousand, $2,000, $3,000, what’s $97 for getting it? Nothing. Bargain. Peanuts.
So, get it now. Get in now so we can help and support you.
And in particular, you can run the events in the best way you can because while you’re running great events, you know how to sell, you have the right structures in place, man there is nothing that can stop you.
Nothing that can stop you anymore. Yes, wah ha ha! Okay, cool.
Now, it’s time to move on. Thank you very much for watching, make sure you get the programme.
Thank you for listening if you’ve been listening on our podcast or if you’ve been watching on YouTube as well, so thank you, thank you, thank you. I really appreciate it.
And if you haven’t subscribed yet, subscribe.
There are two things you can do for me, apart from buying programmes.
Well, three things. One, buy my programmes if you like what I do. Two, if you don’t wanna buy my programmes at least subscribe to the podcast.
That’s the second thing you can do.
And the third thing you can do is to leave me a review. Leave me a review, please, leave me a review.
It’s important, I want to hear from you man.
Thank you. Alright, cool. Thank you very much for listening.
Thank you for watching, wherever you are. I love you and leave you.
And remember, that together we grow exponentially. Ciao.