We've spent a lot of time this month discussing how to craft a presentation to deliver an offer in front of a group of potential buyers. While a lot of entrepreneurs may only see value in the sales they close at such an event, dollars never tell the whole story for the value of a presentation at a seminar.
Let's look at two critical parts of the transaction - or lack thereof - after you have made an offer and presentation. First, is the actual closing of the sale to attendees.
In short, you have to be prepared. Contracts, products, order forms, and even members of your team might all need to be there to handle questions, handle merchandise, and even sit in with prospects for strategies your team can assist them with.
Remember, though, the fortune is in the follow up! As a presenter, you should always be able to collect the names of the attendees. The best way is to use a software package to collect their names, emails, and phone numbers, and you can do this by offering an ebook, the powerpoint you presented, or some other free gift that is pertinent. Think of this as a way to add value AND grow your own database.
The goal is to start up a conversation with all the attendees, and of course, that is best handled through your CRM and email automation, not a "newsletter". No one is going to read it!
As for the attendees that bought your product, in order to not lose the sale as a result of buyer's remorse or second thoughts, communication is critical, too. A personal call to all your new clients not only makes them feel special, it can also open up lines of communication - especially in high-ticket sales and mentoring/coaching products - that can alleviate any issues down the road.
Here's the thing to remember: everything I've described in these pages and the previous articles is built and designed in a system - in this case, a system for onboarding new clients in a seminar or live event. The end result, of course, is to convert every attendee into, at the very least, a prospect in your database.
As the weeks pass, though, you want to have the structure to continue to nurture those prospects into your sales funnel and to convert them from prospects to buyers - no matter how big the ticket.
As hard as it is for me, I'll try to be succinct: Nowhere in business is it easier to acquire prospects, make new money, and build up your database than in speaking at events and seminars. When you take the time to create systems to support your business in fulfilling your customers' needs, then the acquisition of new customers becomes critical and a room of 10, 15, or 100 people represents a whole new population of potential clients.
You're not going to get that in one day on social media or passing out cards as you get a cup of coffee.
Get over yourself and embrace the opportunities that speaking can open up for your business and your bank account. The formulas can be simple and the successes can revolutionize how - and how much - business you can do.