by Ann Evanston | Apr 3, 2014 | Speaking Strategy
Me and Jesse Jackson, on stage 1985 Tacoma Dome- 10,000 people!
Becoming a compelling speaker started a LONG time ago for me. Realizing the gift I had to share with other entrepreneurs took me much longer!
I started Toastmasters in the seventh grade! It’s an interesting story because as an “at risk youth” the Rev. Jesse Jackson had started a program in the 70s called PUSH Excel. The program was to help kids like me build their confidence and self-esteem through communication and academia. Now the program has evolved to all kinds of exciting levels. One of the components of the program was oratory, and a Toastmasters leader came to teach us about speaking. That has been a phenomenal experience that lead to oratory competition in high school. If you’re not familiar that competition is where you are given your topic 10 minutes prior to speaking on it and then get up and give your presentation. The goal is be an eloquent and persuasive speaker. Now that is a great way to become a compelling speaker
I actually think that is a powerful way to learn to be a compelling speaker in your own business. If you can take your topic and in 10 minutes decide what you’re going to say, how you’re going to close, and the powerful story… you will have an amazing presentation.
Fast forward into adult life and time and time again I would be asked; “why don’t you teach people how to speak Ann?” I kept saying; “I don’t want to do that, this comes naturally to me. I’ve been doing it so long I don’t know what to teach.”
Hmmmmm… Do you hear that that I’m taking my unique ability and discounting it? What I realized as I was making assumptions about what I had to teach related to speaking versus what I desire to teach related to speaking. I didn’t want to teach people how to dress, or the tone of their voice, or their body movements and hand gestures. I firmly believe if you’re authentically you on the stage you will have success. I didn’t want to teach people how to overcome being afraid of speaking. I didn’t go through that starting so young.
But I have been speaking and SELLING from the stage since 1998. And I love it.
As I thought about my passion about speaking I realized it’s truly the one marketing strategy that keeps my business alive. And then it clicked! That is exactly what I want to teach other business owners how to do.
That is exactly what my five steps in COMPEL. Speak. Sell. are about. Teaching you how to create a compelling presentation and becoming a compelling speaker that builds a marketing and sales funnel into your business. The funny part is that this is applicable to any type of business owner. Service or product based, even if you’re in a multi-level network you need a presentation that is compelling and will feed your funnel. You can use it everywhere, even BNI, meetups online…!.
It’s important when you want to speak to market and sell your business that you don’t just think about talking about what you sell. That’s the biggest tip I can give you right now! Build an interesting, educational, and fun presentation that achieves the marketing goal I teach: Credibility, Trust and Vulnerability! That is how you turn people into buyers!
You can learn the 5 Steps I have used since 1998 to be a compelling speaker who SELLS here!
by Ann Evanston | Apr 2, 2014 | Mental Mind Shifts
I am in one of those weird places as a creative entrepreneur that I actually think is quite normal to go through, yet so many of us when it happens think there’s something wrong. I have had tremendous clarity in terms of who I serve and what I do and the greater purpose of my calling here in the last six months to year. And with that clarity has come an intense amount of work!
I have:
- Completely updated my automated system to better serve me and my customers and potential customers.
- Implemented a course program that in my head I’ve been teaching for years but never organized it in a way that made sense.
- Gained new clarity on price points and commitment from clients from true price points and earning what I deserve.
- Put in new marketing and sales strategies in place to fully leverage what I do.
- Began the branding clarity to the next level with writing blogs twice a week.
And WOW! I still have so much more to do! As a creative entrepreneur I have that overwhelming feeling right now, and although I KNOW what needs to be done, the creative energy seems sucked out of me.
What I’m feeling is the desire to hibernate. And I actually don’t think that’s a bad thing as long as I don’t do it for too long! Sometimes as a creative entrepreneur we need to back away from all the things we are working on to actually be more affective at them.
I am going to take a mini break and allow my fun and creativity just play. Nothing work related. I know, some would argue getting a chapter in my book done is creative! I just need to go on an adventure, or dig in the dirt in my garden.
What do you do as a creative entrepreneur when you are feeling overwhelmed?
by Ann Evanston | Mar 27, 2014 | Speaking Strategy
Selling from the stage without feeling pushy is something I think we ALL want. I know I do, I also know I like sales because it keeps my family happy and doing the things we desire! At the same time I want to feel really good about the presentation I give on stage. And selling from the stage without feeling pushy makes me feel really great about both!
So let me give you three tips that will take your presentation to the next level and allow selling from the stage without being pushy:
1-this starts before you even get on stage. You need to own that you have an offer, and be proud of your offer. If you are feeling unsure about what you offer, the price point you set it at, why you position it the way you position it in your presentation, you will struggle with making it. Then your offer become pushy feeling because you are over explaining it.
2-use techniques that create buyers before you ever make an offer. Too often you give this amazing presentation and then there’s this strange awkward moment of shifting towards the offer. Instead if you apply techniques that make them interested it’s very easy to transition. Some of those techniques are:
- Find their struggle and talk about it when you speak.
- Teach (speak) directly from the resource you sell.
- Show them how what you are teaching them (which is directly related to what your offer is) relieves their suffering.
- Build the interest in lifelong learning and applying the things that you teach.
These few things will turn them into buyers. The most powerful tip there I share within the Compel. Speak. Sell program, and actually offer it as a BONUS tip when you sign up below, watch for it!
3-simplify what you sell. Too often I find that the offer is complicated and confusing. And part of that becomes a problem because of number one above: you aren’t owning what you sell. So you try to make as many offers to make EVERYONE happy. “Here’s a little simple one for $29, or I have this bigger package the bigger package at $399 or if you really want to consult with me you can buy the $1500 package, but oh cross that out, because today you get it for…”
You see where I’m going. I want you to simplify the offer, offer a big juicy related bonus with it or a amazing discount and keep it simple. The choice then becomes a simple yes or no. Which makes selling from the stage with feeling pushy powerful. Now the potential buyer has a simple choice.
by Ann Evanston | Mar 26, 2014 | Mental Mind Shifts
A letter of encouragement to you, a powerful warrior business woman.
I know how difficult it is to start a business. I know how difficult it is to keep one going. I see the fight you have every day of wanting to do more and that the same time struggling to make ends meet. I feel your challenges and triumphs, your celebrations when things go well.
And I know about the dark days, warrior business woman. I know about the days when scarcity is so overwhelming you can no longer see possibility. Those days are the hardest. Because they can often cycle into a whole mindset, a way of believing that keeps you in the struggle of running your business, versus thriving and having a powerful business. Scarcity can overwhelm us to the place where we no longer SEE possibility. And that is when it is most dangerous.
And then we scramble in scarcity mode and that is a deadly cycle…
I recently had a woman wanting to work with me in this mode. Even when I tried to get “possibility thinking” going she struggled. All she could see is that she had to put food on the table. She couldn’t see the visibility, network and influence she could introduce me to in order to create win/win.
What do you do to get out of scarcity mode? The first thing is you have to know that your self-worth is limitless. And secondly you have to know that your unlimited space and potential is even greater. Know that in your heart soul and mind as you work to make your business visible and financially successful.
What else do you need to do? You have to see opportunity everywhere and know that you have resources and connections and relationships that if you approach it correctly you can often get what you want and need to make the success you desire. Last, and this is the hardest…LEAP. In the core of your SOUL warrior you know what needs to be done. LEAP.
Dear amazing warrior business woman, know that if you work in collaboration with people, not those who are your competitors, in the true spirit of collaboration and see the potential in the opportunity that you can provide you can often get what you need to move into abundance.
by Ann Evanston | Mar 20, 2014 | Speaking Strategy
When speaking from the stage having a choice for list building or selling your service is always an important strategy to consider. Of course I LOVE being able to accept their credit cards or checks after my presentation! That of course is a true close from your presentation. What do I mean? If you did not actually GET PAYMENT you did not have a sale. Interested is not a sale!
But “interested” is many people in the room, so list building or selling? DO BOTH.
Research shows that the top sales speakers will close about 20% of a room. So if you speak at a local meet-up that averages 30 people you should be able to close six to be a top producer from the stage. Most top sales speakers will also have 80-90% of the room choose their list building option. Interesting language I am using here huh? See I want you to get comfortable with being a speaker who sells. Not just inspiring. Sales speakers are very inspiring and educational and they make money doing it. They see themselves what way…do you?
OK, that’s a different blog post! Of course list building should be a strategy when you speak. Neilson Report said that entrepreneurs that have a list building strategy sell 216% MORE than those that don’t! And we know that 20% is a great sales close rate…I WANT the rest on my list!
So what are the best tips for getting more people to sign up for your gift or free offer?
1-be sure that the offer is so wet your pants good that they actually want. Most speakers are giving things that they don’t want or aren’t interested in.
2-be sure that your offer is relevant to the sales offer you make. When it’s not you aren’t building a list of potential buyers.
3-make sure your free gift is something that’s easy for you to produce and give it to them within 48 hours of your presentation.
4-o not over complicate your free offer. “If you do this then you get this. Or if you want do this get this or you can get this.” Make it one simple easy offer.
These 3 tips will help you have greater success at list building and selling when you speak. I average about a 90% rate of emails when I speak on top of a 20% sales rate. For example, I spoke at a local business woman’s meeting, there were 25 in the room and 22 signed up for my free offer, and 6 bought my package!
I have ONE tip that is so killer cool if you want to learn it make sure you sign up to get my Compel. Speak. Sell. MasterMind videos and watch for that tip- it is KILLER to get these results!
