Making The Right Offer to The Right Room

Speaking is all about opportunity

And opportunity requires a unique understanding of your audience.

In some rooms, you may want to invite participants to work with you because what they require is real-time results . In other rooms, you may be looking to have the participants join your email list. Sometimes (rarely), making an offer may not be appropriate at all. This article is all about determining what kind of offer is appropriate for each type of room.

First let’s distinguish between different types of offers you can make to an audience. Check out this list below:

  • Free Offer: A free offer is an opportunity to provide value in return for information. It requires no monetary exchange between the speaker and the audience member. There is an exchange, however – the audience member will provide their contact information in return.
  • Low-Ticket Offer: A low-ticket offer is an offer priced between $1 and $500 during your talk or as soon as you finish your talk. It is almost always paid in full when you take the credit card. It should be easy for those in the audience to purchase (in other words, it shouldn’t break the bank).
  • Mid-Range Offer: A mid-range offer is an offer priced between $500 and $5,000. It’s not as simple to purchase as a low-ticket offer, but the value of it is made clear enough during the talk for the price point to not work as an obstacle to purchasing.
  • High-Ticket Offer: A large paid offer is priced at $5,000 and above. This is of course the widest range of the ones we’re distinguishing. We’ve seen offers from the stage between $50,000 and $120,000 – it all depends on the room.

Some basic etiquette tips…

Is it your stage or are you a guest?

  • You need to know the rules of other people’s stages and play by them.
  • You need to establish rules for your own stage that you should expect others to play by.

How much time do you have?

  • Don’t take time that hasn’t been given to you and/or that you haven’t paid for.
  • By now, you know speaking is the fastest way to grow a business. You want to work inside the parameters of any opportunity so you both honor the event host and are asked back or onto others’ stages.

Again, speaking is all about opportunity, and you have to work that opportunity appropriately.

It requires listening and paying attention to the room. You have to discover what the room wants and be prepared to pivot on a dime. The people who do this most successfully are the ones who are most prepared, and it’s one of those mountains you climb that has no top.

Meaning, you can always learn and do better when it comes to speaking.

Tune in to a future blog to get more tips on speaking etiquette.

Have you ever made an offer at a speaking gig? Interested in making offers? Post your stories and questions below!

Your business is like a baby – and sales is the milk

Whether you’re speaking at an event, filling a new program, or just trying to make some money – no business can survive without sales. The number one reason most businesses fail is not because of a lack of marketing, bad customer service, or bad reviews – it’s because of a lack of consistent sales.

Why sales is important to every business

Business is like a baby – sales is the milk.

An unfed baby cannot grow, no matter how much other love you give it. Not engaging in sales is like not feeding your newborn.

There are so many misunderstandings about sales in the marketplace.

Selling does not make you salesy. Here’s are some things that do.

  1. Not listening – people know when you’re just waiting to talk and not really getting what they’re saying.
  2. Being Pushy – listen when people say no or not now. It’s fine to follow up with people when they are ready.
  3. Being Inappropriate – relationships are the basis of all sales. Making the ‘ask’ before establishing or reestablishing the relationship will have you seem salesy.

It’s hard to sell.

Selling can be hard for people, but only when they don’t do it regularly.

We happen to live in a time when everyone is selling everything and a lot of what’s being sold in any marketplace is poor quality and can’t be trusted. We’ve also been acculturated that salespeople cannot be trusted. So, of course we’re apprehensive about being perceived like the type of people we’ve been trained to avoid.

However, selling is not only normal, but necessary. And, no matter how much you try to avoid it or minimize it, we’re engaged in it every single day. Just about every conversation we have is some version of a sales conversation (more on this in a future blogpost).

For now, here’s what we want you to know: selling is actually like any other activity we engage in that’s not natural to us. It takes time and practice before it becomes natural. If you do the work, it not only becomes easy, but can be fun and really rewarding. The people you’re meant to reach and help rely on you to do this work.

Sales is something you do.

Of course there’s the part of sales where you pick up the phone and have the conversations and make asks.

But sales is a process. It’s a process which requires many touch points and lots of follow up.

Most people don’t follow up.

It’s why they don’t make the money they could.

OR, the money they deserve.

Sales is all about following up

The business owner’s job is to follow up and reach the people they’re meant to serve. Your follow-up should be part of a process. There’s many things that need to happen during that process. Every business will have its own unique process but there are some essentials that apply to almost any business model:

  • Market
  • Generate leads
  • Qualify leads
  • Nurture your leads based on qualification
  • Make an Offer
  • Close
  • Follow-up

Notice: marketing is a piece of the sales process. It’s a big piece, but it’s a piece meant to support the sales process.

Speaking can be both marketing and selling – more to come on when to sell or when to market from the front of the room in next week’s blog (don’t miss it!).

We challenge to you pick up the phone and make sales calls! What do you need support with around sales? What are some of your sales techniques? Comment below!

How To Turn 5 Minutes Into Thousands of Dollars

Selling during a speaking gig is a hot button topic – but let’s be real – most speaking gigs are somewhere between 5 to 20 minutes long. In five minutes, it’s hard to make an offer where people will run to the back of the room, credit card in hand, ready to spill out the content of their wallets (although that would be great, right?).

While you might struggle to have your paid offers convert in a room of potential clients, there is a way you can make thousands of dollars from just a five minute speaking gig. You’ve got to approaching this type of a talk in the right way.

Most people want to just come in, drop their knowledge, and then ask people for money. But you are not most people – and we want to make sure you don’t make this mistake.

Speak to Inspire, NOT to Sell

Take a look at the infographic – where would you place yourself on it? If you find yourself anywhere before the Speak to Profit stage, you may not be ready to be dropping paid offers every time you speak.

Speaker Evolution Infographic

Do You Speak to Inspire?

Converting in just five minutes – the art of the free offer

All good offers, whether free or paid for, follow a system. Of course there’s a difference in having people take advantage of something free versus something they pay for, but in both scenarios, you have to inspire people to take action. The action you want them to take when making a free offer is exchanging their information (email, phone number) for value you’re going to provide – that they want.

How do you turn this into thousands of dollars? You’ve got to do the follow-up work that comes with ANY speaking event. This will look different for different people, but you must follow-up and put prospective clients into the appropriate stage of your sales process in order for them to convert.

Three years ago, we spoke at an event where 78 of the 80 people in our room took advantage of our free offer. We’ve turned that speaking opportunity into over $100K to date.

How? By doing the work that all entrepreneurs must do and most fear or avoid: sales.

You can’t make any money if you don’t follow-up like a boss and have sales conversations.

Over the years we’ve really been at work on our sales process. It’s what has had us grow as rapidly as we have. If you’re going to make it as a business owner, YOU MUST design and perfect your own sales process and then actually execute it. The longer you avoid this, the more it will hurt your business.

Tune in to our blog next week where we’ll give you great tips and actionable strategies to perfect your sales process and execute it with confidence.

Network Like an Elephant

Work The Room like a Red Elephant

Attending live events has been (and is) the single most effective way to BE SEEN.

We’ve been to everything from happy hours to seminars to 3-Day Conferences and each time, we use the following guidelines to work the room.  

Networking tips to take with you to any event:

 

1. Make goal setting a habit   Set aside a moment to create goals for any networking event that you attend, it’ll take at most 5 minutes. Create a system to record it.  Hold yourself accountable to your goals. We use our journal. For example, attending our latest event, we set a goal “to meet 6 people who would be interested in a follow-up”. In the journal, I drew 6 circles.  Every time we met someone who said ‘yes’ to a follow up call, I filled a circle. 

 

2. Make other people successful   Real networking is about sharing your knowledge, time and energy in a continual effort to provide value to others.  In return, you will find that what happens is that your business and brand builds its credibility and visibility which leads to more referrals (and clients!)

 

3. Find out what they need   Find a way to provide resources to those projects that are most important to them.  Ask, “What type of clients are your ideal clients?” “What do you need right now in your business?” You will have found a way to become part of their success and they will want to contribute to yours.

 

4.Create a rating system   After coming home, are you just ‘lumping’ all the cards together in one pile?  Create a rating system!  For example: 1- A “1″ is for potential clients. 2- A “2″ is for potential partners,  resources, affiliates. 3- A “3″ is for people you’ve met but don’t necessarily fall into either category. NOTE! Everyone is a potential referral source for you.  Do not discount this pile because you’re not seeing how they can help you now.  They may provide a great opportunity in the future. 

 

5. Follow-up is ‘key’   Someone doesn’t get back to you? Prompt them again. So many connections turn cold because of no follow-up with them after the initial email. We followed-up with someone after not hearing back after 4 weeks.  The next follow-up turned into a contract!

 

The real take-home here is that networking is a great way to be seen, and you need to go into it with a plan.

Looking for a networking event to attend in New York City? Join us on September 20th as Red Elephant hosts Screw Networking As Usual! Click here for more details.

What are your unique networking tips? How do you stand out in a crowd? Comment below with your strategies and tips to making every connection count!

 

Get Started Speaking

laptop

No one ever built a business behind the glow of a laptop screen.

The appeal of that screen is a strong one. We hear stories of people making millions online, the 4-hour work week and the romanticized version of an entrepreneur. You know, the man or woman who spends their time checking email on the beach in-between Mojito’s.

For a select few maybe that’s their life. But for 99% of us, we have to go out there and build our businesses in the real world. That means shaking hands, meeting people and speaking.

Speaking from the stage has been the single most important thing we have done to build our business (we’ve sold millions from the stage in just the last two years). No matter what type of person you are, introvert, extrovert, or an ambivert – and no matter what type of list size you have – there is a stage for you.

Not sure where to speak? Are you looking for more places to share your stand and make an impact?

Here are some ways to get on stage:

  1. Networking groups   They are always looking for guests to enhance the value of their meetings (click here to check out our post about how to Work the Room like a Red Elephant to find out how you can network more effectively).
  2. Ask your network! The entrepreneurs you know already most likely belong to some networking groups or clubs – see if they are looking for speakers. Be specific with your ask. Share that you can provide
  3. Pay to Play – this can be one of your most valuable and profitable ways to speak. When you sponsor an event, you are positioned as an expert in the room and are able to make an offer.
  4. Your local Chamber of Commerce – this is a great place to build a consistent, visible presence in your community and a great place to gain ample opportunities to speak in front of varying groups.
  5. Create your own stage! Hosting your own event is the best way to get in front of an audience. This can be a 5 person round table, a 25 person meetup or a 50 person workshop.

Final Thoughts

Speaking gives you exposure and credibility. It sets you apart as a market leader and thought leader. It’s also “real.” You meet customers in real life, you get to interact, converse and sell. It’s the most powerful business building tool at your disposal.

It’s also hard to do well. We always see speakers at the top of their game and we never see the hard work that goes into that. These people speak on hundreds, even thousands of stages, before they get to the top, before they start making $50,000 for every speaking opportunity.

Some people just get lucky. About 1% of people have a huge break and make it to the top of the speaking world in no time. For the other 99% of us (which includes us, you, and everyone we’ve seen make it big), it takes hard work, dedication, and a relentless attitude.

So what does it take to make it to the that top 1%? How can you speed up the process so you can make money speaking and selling from the stage? Post your thoughts in the comment section below!