How to create value for your service or product at a speech
What is common between a woman and a sale? What secrets does the speaker hide from his listeners? And also about tailed agronomists and imposing experts who destroy their own business with their own hands, sending listeners to hell, ”says Alexey Milovanov
If you are an expert, trainer, sales manager, producer or owner of an infobusiness, then “sacredly” remember that wherever you are: be it a master class, webinar, conference or business breakfast with partners, during any public Speaking your main task is to arouse the interest and desire of others to buy your service or product. Let’s look at what techniques and tools can best do this, and also talk about popular errors.
False Charity: Don’t Be Like a Talking Businessman
One of the common mistakes of many speakers is to throw a huge amount of information onto the poor heads of their listeners: useful, unique and exclusive, which have nothing left to do, how to go and “make a fairy tale come true”. What they, in fact, do. I sincerely thanked the Master and, naturally, did not buy anything from him, because they already received a lot of working techniques and tools. Content for content is unprofessional! This is a game of business, not business.
If you are really interested in increasing conversion, ask yourself the questions: “Will my speech increase interest in my product?”, “Will people have motivation to buy my services?” Intrigue at the beginning, interest in a product or service – in the middle and excitement by the end of the event – this should always be remembered: both when developing a script for the speech, and at the event itself.
But the trouble is not that they will not become our customers, but that attempts to master a new skill will sooner or later fail, will lead to failure. As a result, the coach and his “bad” methods will be to blame. Or another option: a person’s self-esteem falls – I’m not capable, it’s not mine. In any case: with good intentions, you will only make your potential client worse by sending it; you yourself guess where. It was tool number 1: “Useful content that is not fully disclosed.”
Who owns the information, owns the world.
It is about increasing the area of ignorance: the ability to show the client how truly multifaceted and deep the topic in which you work. I’ll tell you about one phenomenon. I think you also came across him.
“Selling from the stage is easy, just knowing the text and being charismatic, and even a sixth grader can create a cool presentation,” thought many of my clients (they themselves admitted later):
“Every gopher is an agronomist,” as our school military instructor said;
“But what is it,” modern grief-infobusinessmen would object if someone asked them;
“I know that I know nothing,” the philosopher Socrates left a message to the descendants. Let us listen to the speech of the sage from ancient Greece.
Sales appearances, like any other area – finance, IT, marketing, management or HR, require knowledge of the postulates and rules, the implementation of which leads to results, and non-fulfillment does not. However, absolutely any skill, from baking cakes and mastering yoga to teaching calligraphy and photo art, can be professional or amateur.
As you already understood, most people consider the sphere in which they work to be serious and complex, and the rest seem easy, simple and understandable to them. In general, the task of any expert is to open his eyes to his potential buyers: how complex, exciting and serious his topic is and how many pitfalls, subtleties and nuances are in it. And that success can be achieved only by plunging into it deeply and with a professional. By the way, I’ll say from experience: it’s much easier to work with those who “goofing” themselves! Tool No. 2 to you in a piggy bank: “Increasing the area of ignorance”.
Said “A”, say “B”: confirmation of interest
There is such a psychological device – “social proof”, when a person himself confirms that one or another sphere (service) is relevant to him. At the beginning of the event, I usually ask my audience: “Which of you would like to learn to speak in public?” And I get a hand forest or a sea of “pluses” in the chat (depending on the format of the meeting). “Who is also interested in making money from this?” I continue. Positive answers again. “And who would like to receive a millionth profit in one (!) Performance?” – there are no those who refuse such a great prospect. Thus, my guests (not without my help, of course) confirm their interest.
Finally, during the ad unit, you can again ask this question to the audience. Or ask a person one-on-one: “You yourself said that it is important for you, why you are not making a purchase decision right now?” He recalls this need and helping him make the right choice is much easier. In most of these cases, the client makes an advance payment for services.