by Ann Evanston | Dec 11, 2014 | Business Strategy, Speaking Strategy
In the Mastermind I frequently talk about the importance of knowing your potential customers’ problems and helping them think and talk about them. This is often a struggle but it’s vital for building the compelling language you need in order to get them to buy.
The reason this is so critically important is that the majority of the time people don’t know they need you. How many times have you been out having a conversation with somebody and in the back of your mind you were thinking: “Wow do they need what I do!” Then you dive into telling them what you do, telling them how it can help them, and nothing happens.
That’s because they don’t know they need you. And this, honestly, is the majority of the people out there. So often when you want to sell more, you have to be able to tap into how they talk about what their problems are versus how you expertly share your knowledge.
The challenge is really twofold.
First you must know who your market is. If you don’t know who they are then it’s difficult for you to find out what they talk about, what their concerns are, and the language they would use to describe those issues. It is difficult to ask them what they worry about. And you will find you start getting generic, and generic isn’t compelling.
And second, you have to be willing to listen to what they’re saying. It’s so easy to go out and network and hear somebody talking, and all you were thinking about is “boy do they need me!” instead of truly listening to the language and words they use. Next time you are with that person, that you surly knows NEEDS YOU, practice Habit #5 of the 7 Habits of Highly Effective People: Seek First to Understand, then Be Understood. Heck, really listen to THEIR words!
So spend time clarifying who it is you serve, and then listen to them. In person and online! There are plenty of ways to find the words and language that they use in their lives that will help you sell more of what you do. In my MasterMind, COMPEL. Speak Sell, we work together to make this happen. Linda Patten, a MasterMind member said: “concentrated time on words that powerfully position your message was a true breakthrough for me.”
Are you ready to transform your language to be compelling to your buyers, and more importantly POTENTIAL buyers?
by Ann Evanston | Nov 20, 2014 | Business Strategy, Speaking Strategy
Leverage, such a simple word yet at the same time so complicated! In my MasterMind, leverage is one of the MOST IMPORTANT strategies I teach…why? Because we all need to get off the roller coaster and frustration of inconsistent highs and lows (or maybe even consistent lows) in the money we make.
Most entrepreneurs, honestly, get to where they’re doing this in years five and six! Heck, for me, it was years 10-11!!!! (I’m a rebel remember?) I actually had the chance to work with eh “Ezine Queen” over 7 years ago, and thought she was crazy talking all this emails for sales stuff! You know who the Ezine Queen is now right? (If not go to my Facebook page and ask me…I think you will be surprised!)
In the MasterMind, COMPEL, Speak, Sell we first teach you to build your Bad-Assery Brand Resource© (BBR), and create compelling stories, you’re ready to speak and sell at a whole other level. Leverage is about how you make sure that is happening in a process so you’re not continuously freaking out about making the money!
To get ahead of it is always the challenge. Today, I want to give you some things to think about in terms of leverage.
- You need to understand most importantly, that leverage is really about building a plan and creating abundant cash flow. This means that you are proactive in your business building process versus reactive or constantly on the hustle to make a buck! You have to choose a proactive process versus a reactive one. You have to move out of the hustle phase of being an entrepreneur and start implementing systems.
- You need a list building strategy. All the research shows that people who have a list ,and a strategy for what happens when people opt-in sell more than people who do not. Of course, this reinforces what I say early on, you have to have your brand resource and stories ready!
- You need an editorial calendar, a place for you plan when you will do your online events, your live events, launch a new giveaway. A place with all of those things put into it so that you can plan and prepare accordingly. Your calendar should also indicate what marketing content you need to write so you don’t miss deadlines.
- You need visibility online! In this day and age being known for what you do is important on the Internet. If nobody can verify your credibility you lose the opportunity to grow. And there are a ton of people on the Internet who probably need what you sell! Build your marketing to include an online presence.
- You need exclusive sales opportunities built into your planning calendar. How will people that know you get the opportunity to work with you at an amazing rate? If you ALWAYS discount, it’s never an exclusive opportunity!
- You need to learn the power of repurposing everything. This is a HUGE time saver, and builds a consistent Brand message. If you were truly working the five steps of the system, you can use all of that content in your leverage strategy! It also supports the sales statistic that says it is 7-9 touches before they buy.
- You need develop advanced giveaway strategies. Have more than one way for people to get on your list! If you built your resources you know that there are many ways that you can share that same information.
- Ultimately, you need to evolve to partnership. As entrepreneurs, if we do it all alone, we work harder, not smarter. Build your list, and affiliate program. Then partner with others that also serve your clients and watch easy money grow!
Right now this might seem overwhelming! I get it. That is why I take such pride in thoroughly, and completely teaching these systems to entrepreneurs like you. I have an AWESOME series of emails that will give you specific insights to building your COMPELLING and EARNING business, which you can get here
My goal, through the Mastermind, is to continue to train and teach you on this so that in three years you have abundant cash flow! Join us in this powerful and business changing program!
by Ann Evanston | Nov 6, 2014 | Influence Factor, Speaking Strategy
In Step 4 of my MasterMind, COMPEL. Speak. Sell. I spend time talking with my members about the importance of this simple strategy. Step 4 is all about building sales, and this one tip is critical for sales success!
You must call people to action!
When I was a contract speaker for Fred Pryor seminars, I was a “top 1%er” in BOR (back-of-room) sales. I was asked to teach other contract trainers how to sell better from stage. One of the things I would consistently say: “clearly tell the participants what you want them to do!” I meant this in a very literal manner. This completely translates into business sales success. It works as well when you speak and especially on the internet!
Stop hinting, or thinking they know what to do because it seems so obvious to you! I would have participants in my Fred Pryor seminars pull out the order form. I would actually say, “Pull out the order form.” And then I would say, “Circle number seven.” I would say, “Meet me in the back of the room.”
When I first transitioned out on my own I “forgot” to follow this model. (How many of you read my blog about my huge FAILURE speaking at Author101?) It hurt me in the process of selling more, and building my list to sell more. Now I do it all the time and, honestly, I know I need to do EVEN MORE if I want more success.
You must call people to action!
It is important that you tell them exactly what you want them to do. Say “I would like you to share this on Facebook.” OR “I would like you to put your name and email address in the box below.” OR “I would like you to take this form and put your name and email address on it and meet me in the back of the room.” OR “Please put your name and email below to learn more about…”
You must call people to action!
The more frequently you give clear steps, clear calls to action, and tell them what you want, the better your results will be. So go through and look at your presentations, your options, your landing pages, your social media, your blogs….what do you want them to do? Are you calling them to action? Could you do it more often too?
by Ann Evanston | Aug 28, 2014 | Speaking Strategy
True authenticity means that you are the same person in your professional life as you are in your personal life. Think about someone you have seen speak. Someone you truly admire as you watch and listen to them on stage. Now imagine, if you got to “be a fly on the wall” and see how they act in their private life, and it was completely different than what you saw on stage. How would you feel about them afterwards?
True authenticity has nothing to do with sharing everything about your life. Somewhere people think being on social media means you have to share everything to be authentic! HUH? If you are an authentically open person then you may share more than somebody who is authentically a private person. But consistency in that, personally and professionally, is the key. If you are direct and honest in your private life you are direct and honest in your professional life. If you swear, like I do, you do it in both arenas of your life.
Yes I said that, I swear! I’m sure you guys have heard me say several swear words over the years, LOL.
But what’s the point? Too often I hear coaches say that you do not have to share your private life to be authentic. They’re absolutely correct. But what they are leaving out is that authenticity means being the same in your personal life, your private life, your public life, and your business life.
I often talk with clients about the dirty P word. The P word is “professional.” Too often I see clients put on this “professional” hat when doing marketing or sales and their personality and energy changes. That’s inauthentic. Then they wonder why it’s not working. Well, there’s a disconnect and people can feel that.
If you are sassy, be sassy in your business. It’s authentic to who you are. Your tribe will be attracted and you will sell more.
by Ann Evanston | Aug 21, 2014 | Speaking Strategy
I believe it is essential to strategize the 2 types of stories in your presentation. That is why it is the first step in my Compel. Speak. Sell. MasterMind.
There are actually two strategies for storytelling that are important to consider. These storytelling strategies are:
1. Marketing stories
2. Sales stories.
A marketing story is about why you. When you build a marketing story it’s to help your audience understand who you are, why you teach this information and why you are capable of delivering what you sell.
A sales story is about why them. A sales story is to help the audience see, through your story, that you understand their journey. That you can relate to the big hairy mess they are struggling with. That you are real and human and have flaws and make mistakes just like them.
What I find is that most new speakers, if they focus on storytelling at all, do marketing storytelling. They tell stories about how they got started doing what they’re doing, or how they got their degrees or certifications. They even tell testimonial stories, which again are marketing stories: they tell the potential buyer why the speaker is credible. Most forget though that people buy because you understand why them.
Sales stories are a bit harder but they are what get potential buyers to dig out their credit cards! LOL What I mean is; now they are connected emotionally and are ready to buy. That is very powerful. Most speakers are comfortable with marketing stories. They’re comfortable sharing why they do what they do, and why someone would want to do business with them.
Challenge yourself to think about how you can tell a story that is human and relatable. A story that makes your audience say: “Oh you know me. Were you in my house last night? Were you at my office yesterday?” These types of stories will have a powerful and profound effect on your presentation. Telling a great sales story emotionally connects them to you and creates a powerful bond. Where do stories come from? The stories come from your life and your passions. You want to connect with people on a real and human level. Think about how you use these 2 types of stories when you speak!
by Ann Evanston | Aug 14, 2014 | Speaking Strategy, Testimonials
Building a compelling offer can be a challenge. I share with my clients strategies to organize knowledge, to speak, to sell, and the importance of storytelling. A common question I am asked is: “What about stories that are testimonials, Ann?”
Testimonials are great stories, absolutely. Sharing a client’s experience is a great thing! Beware though! If these are the only stories you tell, it could come off as bragging. Now, I think that many people need to brag a little bit more. However testimonial stories are often more appropriate in your sales funnel, on your website, and in your social media.
One testimonial story can be very powerful if used strategically when you speak. It’s the other stories, the personal stories that will create the vulnerability you want to help your buyers make a choice. Testimonial stories don’t do that.
The funny thing is I see “new speakers on the scene” try the testimonial path. They load their presentations with client stories. And initially they have great success. Eventually though the sales fall off. They struggle to close more people when they speak. And they’re not sure what happened.
See, after a while we’ve heard it before. We know that you have people you create success for. Heck, many times those stories all sounds the same…no matter who is on the stage! If I want to buy from you I need to know why you can help me. I want to hear a story about how you understand my needs. My struggles. My challenges.
When building a compelling offer think about personal stories you can tell that help them understand why you are the one they want to work with. That can be much more powerful than just a testimonial.
