Have you thought about doing an event?
Have you done events and struggled to sell from stage?
Would you like to know how to sell more packages from stage?
You’ve finally taken a leap of faith and are now running your own heart-centered coaching / speaking business.
You’ve completed the hours of free coachingto ensure you have polished your skills to the highest standard possible.
You’ve surrounded yourself with likeminded people and you all have individual skills that can be called upon to help each other be successful.
The foundation has finally been laid and now you want to start getting some clients in that are willing to pay you for your services.
But you’re a new coach, no one knows about you or what you do.
What can you do to change this?
How can you start to get yourself out there and known amongst your target audience?
You can do this by speaking, so you are able to reach more people in one go.
You may be great at speaking to people on a one to one basis but speaking to many people at one time may be a different story.
It could be nerve wracking for you to stand up and speak in front of an audience either in a workshop or seminar setting, especially if you haven’t done it before…
but this may also be the case if you have spoken in front of many people before, you could feel nervous every time you go on stage even if you are a seasoned speaker.
You’ve decided you’re going to rise above your fear or nervousness and you are going to run an event anyway.
The date is set, you have done all the running around needed to get everything together that you are going to need for the event and the venue is paid for.
You’ve decided what your event subject is going to be and checked it is linked to your package that you will be selling at the end.
But you still don’t know HOW TO SELL FROM STAGE.
And because of you are freaking out because you are not sure if your audience will buy or not.
There is nothing more frustrating and confidence-destroying than selling at an event and having no one going to the back table.
I have been there, done that.
Here is the good news!
If you implement those simple strategies that I am going to share with you in this (long) blog post about selling from stage, you will have the certainty that you will make sales every time you are delivering your course or talk, so you can make money, while changing livesand making an impact in the world.
HOW COOL IS THAT!
Link The Event Subject And Package
There are two reasons why the event subject and package need to be linked.
- The whole event is a build up to the pitch itself, throughout the day you’re giving your prospective clients a taste of what you do and how you can help them.
- After giving the audience lots of value throughout the event you want to be able to show them how they can get even more value from you via your pitch. If the event and pitch are not connected there will be a disconnect with the audience and your package will not sell.
Now that you have settled on a topic and you have your package sorted practice, practice, practice, before the event as this will help you remember your talk and pitch no matter how nervous you may be.
The reason you practice your talk and your pitch so much is because it then starts to become ingrained in your memory and when this happens you are more likely to be able to speak through your nerves.
Remember… Pitching Is An Art.
Once you have mastered the technique of pitching you will get higher conversions and be able to sell more packages to more people in one go.
So let’s go a bit deeper now into the event itself…
1 – Mesmerize With A Powerful Intro
In the first few minutes of your event, you need to capture your audience’s attention.
Have a captivating MC or someone else to introduce you.
This will allow you to IMMEDIATELY be perceived as the expert authority as you have someone introducing you… In people’s mind, only important people are introduced… (They don’t need to know that the person introducing you is your brother in law or your mechanic 🙂
Make sure you get in touch with another speaker who is great at introductions and keeping the energy high.
You will be welcomed with a BOOM!
If this is not possible and you have to introduce yourself then…
(A piece of audience interaction when MCing for Les Brown in London in front of 1000 people.)
Ask your audience questions rather than talking at them the whole time.
The more included they will be, the more part of something bigger they will feel.
You can start your talk asking questions like:
“Raise your hand if you’d like to make more money”.
“Raise your hand if you’d like to have more time in your life to do what you love, when you love.”
“Raise your hand if you’d like to make a positive impact in the world, while getting paid your true worth.”
REMEMBER: Ask only questions where people can respond yes to.
In this moment you want to qualify and position the audience and they have to feel they are in the right place.
If they answer no to even one question, you will immediately loose rapport with them and loose the possibility to sell your product or service.
Position Your Topic
From the get go, after you have qualified the audience in the room, talk about why your topic is important and how what they will learn will change their lives and the life of the people closest to them.
This is crucial because, by doing this right, you will sparkle the interest in the audience to listen to you further. If you miss this part and start immediately talking about your story (like many rookie speakers do), you will have to do more hard work at the end when selling your product.
REMEMBER: You are still at the beginning and the audience (unless familiar with your already, still have their guard up. Positioning your topic will get them glued to your presentations and hungry for more.
To position more effectively use a story of someone well known, ask if they know someone successful using what you are going to teach them, or use social proof to back up your ideas and give it the “UNIVERSAL TRUTH STATUS”.
For example: “Who do you know is making a lot of money from selling from stage?”
In this way, you have just proven to yourself that selling from stage (my topic) works and that there is a way to master it.
What is your why?
Now that you have qualified your audience and positioned your topic, it’s time to create a deep connection with them.
Tell your audience what is your why, what is your reason for doing what you do, and make it relatable to your audience and your topic.
Is it because of your family? someone you love? a cause you believe in? your community?
By talking about something tangible and give your personal example, you can create an instant connection between you and your audience that goes beyond what you are going to be teaching. This connection is what is going to
This connection is what is going to make people buy from you and take action at the end of the presentation.
REMEMBER: As a speaker ALWAYS be honest with what your real why is. People will understand if you are telling porky-pies and they will completely loose trust in everything you say.
For example: My real why is my mum who brought me as a single mum and gave me everything I needed to help me shape my future while sacrificing her desires. I want to be able to give back and buy her a house so she can be financially free.
You can have different “whys” that are moving you. Make sure you share them while telling your story.
Your Story: From ZERO To HERO:
Now, only at this point, is when you introduce your story.
And again, this where most speakers get it wrong when selling from stage.
They start rambling about their life without purpose or structure and then they loose the focus of their talk. As a result they also connection with the audience.
Before I teach you how to tell your story in a way that will get the audience to buy from you and wanting to connect with you, let me tell you how to choose what pieces of the story to tell.
If you think about a movie trailer, it just gives you the most exciting parts, to tease you into watching more.
This is exacting what you have to do when choosing which parts of your story to share.
REMEMBER: Pick only the parts of your story that are serving the purpose to sell your product or service and add credibility to your topic and product. Se yourself as your best case study.
Now that you know exactly what part of your story to share, it’s time to focus on the structure.
Because if you are just winging it, you will not achieve the aim your story needs to achieve in selling your product or service.
There is a powerful storytelling techniquethat is used by Disney, Hollywood, book writers and everyone who is in the media industry.
This powerful technique has the power to overcome the conscious mind and talk directly to the subconscious mind, inducing the audience in a sort of “trance”.
Now… I know what you might be thinking… But Simone… This is NOT ethical…
The reality is that you are using this technique naturally every single day, when you tell a story or when you share something inspirational…
The only difference is that now you are going to use it consciously so that the right people can connect with you on a deeper level and make a decision that is going to change their lives forever (enroll in your programs).
This powerful storytelling technique is called:
The Hero’s Journey
You can use this simple formula to craft most of your personal story where the aim is to inspire, validate or prove the effectiveness of what you are selling.
These are the steps (from fiction terms to business terms):
THE ORDINARY WORLD. The hero, uneasy, uncomfortable or unaware, is introduced sympathetically so the audience can identify with the situation or dilemma. The hero is shown against a background of environment, heredity, and personal history. Some kind of polarity in the hero’s life is pulling in different directions and causing stress.
Example: “I talk about when I used to manage Michelin stars restaurants since the age of 19. I did not have higher education and I was earning a lot of money in the catering industry. Clubbing every night and spending my money smoking weed and getting drunk every night. I had the time of my life…”
THE CALL TO ADVENTURE. Something shakes up the situation, either from external pressures or from something rising up from deep within, so the hero must face the beginnings of change.
Example: “…but I felt I needed a change. I did not know which direction to take so I started attending personal development seminars to find my future direction. After attending those seminars I always felt empowered and uplifted and in my mind, I had a banging obsession… ONE DAY I WANT TO BE LIKE THOSE SPEAKERS!”
REFUSAL OF THE CALL. The hero feels the fear of the unknown and tries to turn away from the adventure, however briefly. Alternately, another character may express the uncertainty and danger ahead.
Example: “However, after the first few minutes of excitement, I felt like someone was shutting the door of my dreams. I immediately started thinking: Who am I to become a coach? Who is going to listen to a 22-year-old waiter? And I felt it was never the right time to start and truly follow my passion. For 2 years I procrastinated, living in an imaginary world only alive in my mind.”
MEETING WITH THE MENTOR. The hero comes across a seasoned traveler of the worlds who gives him or her training, equipment, or advice that will help on the journey. Or the hero reaches within to a source of courage and wisdom.
Example: “Then I decided to hire a coach and get help in making my dreams a reality. My coach told me from the start that if I wanted to something I had to go and get it. Age is just a limitation that we put on ourselves. Her support gave me the courage I needed to make the first step…”
CROSSING THE THRESHOLD. At the end of Act One, the hero commits to leaving the Ordinary World and entering a new region or condition with unfamiliar rules and values.
Example: “…and I enrolled in a course with the Coaching Academy to become a certified Life Coach. Finally I found a new world where I felt I belonged to. I felt happy, excited and i was ready to make a contribution and start my fist coaching business!”
TESTS, ALLIES, AND ENEMIES. The hero is tested and sorts out allegiances in the Special World.
Example: “However things did not go as expected… I did not make a Million after the first 12 months like I had written on my vision board…”
APPROACH. The hero and newfound allies prepare for the major challenge in the Special world.
Example: “…I found myself in debt, homeless and my big vision of making a real impact in the world was moving even further away… So I decided to get myself a job again and learn the skills I needed to make it happen. I decided to learn the strategies I needed to create a 6 figures business. After spending more than £80,000 in my business training, I felt nothing could stop me.”
THE ORDEAL. Near the middle of the story, the hero enters a central space in the Special World and confronts death or faces his or her greatest fear. Out of the moment of death comes a new life.
Example: “I started running more than 100 events every year and I spoke to every single event I could. Even if results did not happen immediately, I kept going as I was constantly seeing small improvements and the business was slowly taking off.”
THE REWARD. The hero takes possession of the treasure won by facing death. There may be celebration, but there is also danger of losing the treasure again.
Example: “I felt on top of the world. Things were starting to click and fall into place. However, financially I was still struggling. I realized there was one last skill I needed to master. Selling From Stage.”
THE ROAD BACK. About three-fourths of the way through the story, the hero is driven to complete the adventure, leaving the Special World to be sure the treasure is brought home. Often a chase scene signals the urgency and danger of the mission.
Example: “The more I was investing time in refining my selling from stage skills, the more I was astonished by the results I was getting… £15k, £37k, £55k in rooms with 15/30 people… And sold more than £300k of product and services in 2 years. Finally, I was making the money I dreamt of at the begging of my speaking career and supporting the clients I wanted to help with my coaching.”
THE RESURRECTION. At the climax, the hero is severely tested once more on the threshold of home. He or she is purified by a last sacrifice, another moment of death and rebirth, but on a higher and more complete level. By the hero’s action, the polarities that were in conflict at the beginning are finally resolved.
Example: “As a result, I run more than 50 events in one year and I spoke in more than 200 events every single year in front of more than 5000 people. I hosted events with Les Brown, Gary Vee, Trent Shelton, Clinton Swaine, Doug Vermeeren and many more.”
RETURN WITH THE ELIXIR. The hero returns home or continues the journey, bearing some element of the treasure that has the power to transform the world as the hero has been transformed.
Example: “After achieving those results in less than 3 years of professional speaking, many people asked me how I made it happen. This is why I am spending my time sharing to people how to become world class speakers and make money with their gifts so they can make the impact in the world they were destined to make.”
You saw here a perfect example of how to use the Hero’s Journey as a public speaker in your events or seminars. If you get this right, your audience will be already pre-sold on you and you can be focused on exceeding their expectations.
Ask Permission To Sell
Let your audience know you will be selling at the end of the event by asking for their permission to sell to them.
In this way, you will trigger their buying strategy and they will subconsciously consider the opportunity you are offering.
A great way to ask for permission is to say “If I deliver great value to you today is it ok for me to share with you what the next step is, how I can help you further”.
This small little formula will make you millions when selling from stage.
After asking permission to sell, it’s time to introduce your program without the offer so they can be prepared (and some of them excited to join you.
REMEMBER: It’s crucial you introduce your program / offer at this point, otherwise if you do like most speakers do (leaving the sales part at the end) you will only tap into the emotional buyers, the ones that buy without thinking too much and because they already need what you are offering. However, you will not give the opportunity to the slow-buyers to evaluate the offer and make their decision.
Introduce Your Signature Program
Now, in the Perfect Pitch Formula, it’s time to introduce your Signature Program.
Your Signature Program is what will make you stand out in this industry. It is your intellectual property.
People will pay for it (and very well) if you are helping them to achieve a specific result they want in a finite frame of time.
It is crucial you spend time and energy to create your Signature Program so you can become a leader in this industry. (Not just another coach vomiting what they have learned from a Tony Robbins seminar)
If you don’t have or don’t know how to create your Signature Program yet, click here and learn How To Create Your Signature Program
2 – How To Deliver Great Content That Sell
When you are delivering your content, you must overdeliver, giving the audience as much value as you possibly can.1
What pisses me off about the personal development industry ae the “Pitchfest Style Events”. Selling Selling Selling and no value.
I got sick and tired to attend events where I felt I did not learn anything other than I needed to give £10k to the speaker.
Don’t get me wrong, I have nothing against selling and being sold. But I think that you can sell (and have a high conversion) without the need of being a manipulative douchebag.
This is why I decided to write this blog post on how to sell from stage. To lift the veil on what is done wrong and how the industry can change moving forward.
I believe that when you give genuine value to your audience, they are more likely to want to have further interactions with you, either by buying a package at the end of the event or coming to further events.1
REMEMBER: When you give genuine value to your audience, they are more likely to buy and recommend you.
But this is where a lot of speakers, even the more experienced one, get it wrong.
Because they don’t relate their content to their package when delivering their content…
This is what you MUST do if you want to make any sale at all…
Relate Your Content To Your Package
When selling from stage, make sure that what you offer is a logical consequence of what you talk about. Otherwise, the audience will get confused and leave the room without buying.
If you talk about your 3 Steps To Happiness, sell a program about those 3 steps, not about online marketing!
There is a very simple formula I have learned from speakers like Tony Robbins, Eric Thomas, Joanna Martin and many more that allow people to see the value and get on board with (almost) everything you say.
DISCLAIMER: This formula is very powerful. You can use it to influence people to help and support them or to deceive them. It is up to you how you are going to use this tool. Just remember… What you put out you will get back.
I use this formula to explain every single piece of my content:
- What it is
- What happens if you don’t have it
- What happens if you have it
- Example or case study from your personal life or one of your best clients
Let me give you an example of how this works based on the picture of the flipchart you just saw.
I was delivering a session on the importance of public speaking and guess what… I was selling a public speaking course.
After my powerful introduction I draw the Speaking Triangle, you can see above, and I started talking about the 3 Crucial Public Speaking Secrets.
I started the content section by saying.
“Now that you know why is important you learn how to be a great speaker and what are the possibility if you take this seriously… Let’s see how you can become incredible speakers…
First of all, you must have a great D… Delivery!
Because if you don’t have a powerful way to deliver your content, it does not even matter what you are going to say, people will not listen, you will be perceived as a rookie, and they might even leave half way through the session.
If you have a powerful way to deliver your content, the audience will be enchanted by your presence, power, and talent. They will respect you, you will be perceived as a leader, and you will be able to move your audience to take the action.
Let me give you an example: A speaker friend of mine spent more than 20 hours crafting the perfect speech. Every comma was in the perfect place, and she was ready to deliver her talk. But when she started… something unexpected happened. The audience, after only 10 minutes started leaving the room. The worst nightmare of a speaker just became reality. I knew exactly why this was happening. Her voice was weak, and she was standing at the back of the stage like she was afraid of being seen. Her arms were crossed on her chest, fiddling with the small laces on the collar of her shirt.
At the end of the talk, I approached my friend to lift her up, and she agreed to have a session together.
After only 5hr spent together her voice was resonant, her stance powerful and her body language was open and confident.
Remember, if you want to be a powerful speaker you want to make sure people can hear you at the back of the room. So work on your voice.
You must have a grounded and confident stance so people can see you as the leader you already are.
And your body language must be open so the audience can be open to receive the powerful message you want to deliver.”
BOOOM! This is how it’s done!
Then I will do the same for the C and S on the flipchart, that stand for Content and Structure.
REMEMBER: Use this simple formula to introduce your content:
- What it is
- What happens if you don’t have it
- What happens if you have it
- Example or case study from your personal life or one of your best clients
Now that you know what to say, the question is…
How do you deliver this content in a way that can stand out from all the other speakers?
There are three different ways to deliver your content.
You can either:
- Deliver a talk
- Include activities
- Mastermind around the topic
All of these methods have their merits, but I have found that when the event is more interactive either with activities or masterminds people are more likely to take something away that is of benefit to them, and they are more likely to remember the event.
Let’s start from the first one.
Deliver A Talk:
If you want to deliver a talk, just follow the formula presented above, spending more time delivering stories that can engage the audience and draw them into the content.
If you want to stand out from the other speakers(and you should!), you can include workshop-like activities where people can get tangible results.
I love to include activities in my presentation when selling from stage, as I can tap into the kinesthetic part of the audience that loves to get involved, not only the people that want to watch and listen.
I love to leave the audience with something concrete that they can use as soon as they leave the room.
In this way, they will feel that they spent time doing something that can benefit them immediately.
An example of activity is to get people to write down ideas, answer to questions, create their strategy, create their own speech or sales pitch…
Whatever tool you use one to one with your client, can be applied to an audience with people hungry to learn and get inspired by you.
(Here is the picture of one of our events during an activity.)
Mastermind Around The Topic:
Another way to make your content interactive while creating meaningful connections between the participants is by doing a Mastermind session.
What is a Mastermind?
A Mastermind is a timed process where 3/5 people get together with the aim of helping and supporting each other by sharing knowledge, information, resources, wisdom, contacts and much more.
It starts with one person sharing their needs or wants and the other participants giving as many actionable steps as possible in a 5 minutes period.
Then everyone goes through the process, so no one is left out.
I love the Mastermind as I had my biggest breakthroughs during Masterminds myself.
Also, it creates strong connections within the participants, reinforcing how powerful can be for people being part of your programs because this is what they will gain too.
Within GTeX we run Our Kickass Mastermind Program where for 6 months we help speakers and coaches creating their event that sell, with the help and support of the other members.
I do my best to include a small Kickass Mastermind session in every speech I do as I want everyone to connect and feel part of something bigger than themselves. (In this case the GTeX Community)
3 – Make Your Irresistible Offer.
So now you have completed your introduction and delivered great content it’s time to make your offer.
When making your offer the time you have taken beforehand to practice your pitch is going to be invaluable.
It will help you have the confidence in what you are saying and offering.
The number one reason why speakers and coaches don’t sell from stage, it’s not because of lack of knowledge…
Most of the time is a lack of preparation. They don’t rehearse their pitch enough and end up winging it.
So the energy drop and they start rumbling around without getting to the point in a clear, concise and enrolling way.
As I said, I love promoting a softer way of selling that can convert up to 80% of the audience (My personal best is 85%).
I love transitioning from the content to the pitch with few questions that will get the audience to say YES and eager to learn more about how to take the next step with GTeX and me.
These are the questions in order:
Did you enjoy the event so far?
Did you get value?
Is it ok if I share with you how I can help you making more money as a speaker without being a douchebag?
Why do I ask those questions in this order?
First of all, I want the audience to reflect on an emotional state of joy, happiness and help them remember they had a good time.
Then I want them to focus on the value they received. In this way, I am reinforcing that they got something incredible from the talk. This will seed the fact that working with me means getting value.
At the end I want them to give me permission to share my offer, so they can let their guard down and be open to receive the opportunity I am giving them.
Sell Your Signature Program
Now it’s time to reintroduce the signature program you mentioned at the beginning of your talk.
The way to explain and sell your program is to use the formula:
3 Benefits for every Feature you present
What do I mean about that?
Instead of saying: “I will give you a one to one coaching session” (which most of the time means nothing to the audience)
You can say: “Included in this package we will spend 2 hr together. During these 2 hours, we will explore and create your marketing plan for the year. In this way, you will have the certainty of what to do and when to do it. You will also stop wasting time second guessing if what you are doing works or not because you have not the marketing experience yet. As a result of our session, you will also make more money and attract more quality customers willing to pay a premium for your services.”
How does it sound?
I am sold on the second one!
Do this for every step of your Signature Program.
When creating their signature programs, we teach our clients to create a program with not more than 7 steps.
REMEMBER: It’s hard to explain something longer than 7 steps, as the audience will switch off after a while. If you keep it short and sweet, it will be more memorable, punchy and straight to the point. Which means that the audience will understand it easily and make the final decision without any confusion in their mind.
Give The Audience A Reason To Buy Now
You also want to give your prospective clients a reason to buy on the spot and a good incentive for that is to give bonuses.
Designing the perfect Bonuses is the key that will make people take action.
REMEMBER: Bonuses are part of the program, they are not something separate that you sell every now and then.
Bonuses complement your program, and they make complete.
The keys to designing killer bonuses are:
- Think about 3 problems that your program creates. (And create 3 bonuses which give the solutions)
- Think about what knowledge your audience must have to make full use of your program. (Then bridge this knowledge gap with a mini course on the topic to bring them up to speed)
- Think about what additional support you can give in making sure that your clients implement what they learn from your program. (Is it going to be a live support group? A facebook group? Accountability calls?)
When you give bonuses and create real scarcity you create a genuine desire of people to get the offer now rather than wait. (No one wants to feel they are missing out on a deal!)
If you are resistant to make special offers… you will have a hard time selling from stage. Becuase many people will leave knowing that they can sign up at any time.
Your role during this part of the presentation is to create a sense of urgency so you can transform the life of people sitting in the audience.
The Call To Action
Always have a clear call to action when selling from stage.
Most speakers get the sales pitch right until this point.
Then they start taking qustions from the audience or fluff about feedback forms or start talking about their cats.
You have spent your time connecting, delivering value, building tension, and creating desire.
Now that the audience is ready to buy make a clear call to action.
What do I mean about that?
Tell them EXACTLY what to do.
REMEMBER: A confused mind says no. If you want them to say YES, tell them exactly what to do.
Following you can find some of the most used and successful calls to action.
Do you want your audience to:
- Go at the back of the room
- Fill up a sales form (they have been already given during the pitch) and give it to one of the sales team member (my favorite close)
- Give you their details in a form so they can book a strategy/discovery call
- Send a text message with a keyword to a particular number to receive a free program
Then move at the back of the room or get your team to collect the payments and answer additional questions.
(Paul Atherton – master sales trainer – after closing during one of our events)
It’s not always about being in the right place at the right time.
It’s not even about knowing the right people.
It’s about knowing what to do and becoming really good at it.
Use what you have learned in this post and create your PERFECT PITCH, so you can make the money you want to help the people you want to help.
Now it’s time to TRAIN TRAIN TRAIN.
To your speaking success.