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 | 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 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!
by Ann Evanston | Mar 13, 2014 | Speaking Strategy
As a service based professional, there is ONE key to get more speaking engagements. You want more speaking engagements right? Lol! You understand how important it is for marketing and selling your service?
The one key to getting more speaking engagements? Have a clearly designed presentation based on the service or package you would offer.
What does that mean? It means that you have organized what it is you do in a way that makes sense to buyer’s minds. It’s not just enough to say that you are a performance coach, or a life coach, or a business coach in my case. It’s not just enough to give REALLY great content. You have to be able to share in an organized fashion what it is that you do (your offer) when you speak.
This is COMPLETELY different from giving a really great EDUCATIONAL-BASED strategy. If you read my post last week, you have a basic understanding that isn’t enough if you want to SELL your service when you speak.
Ok, Ann got it, it is, but I am not converting….
I know many times when you speak you have to make sure that your presentation is not salesy, even though you can make an offer… or not. When I work with creative intuitive entrepreneurs like you who know what they do serves the world for the better; who know what they do is deserving of a higher price point; I often find that they are missing this critical piece.
So if you want more speaking engagements make absolutely sure you talk is completely related to what you do, organized in a step-by-step logic..
As a huge fan of Napoleon Hills Think and Grow Rich, this was the pivotal “aha-ha” moment in my life. As somebody who loves what she does and does it very naturally, I was comfortable sharing what I know, but it was never organized. You must organize that knowledge. What does that mean? It means putting steps or an order to the problems that you solve for your ideal customers.
This is a MUST
I know some of you were thinking “but Ann, what I do is so organic and unique to every customer.”
That’s a later blog… (what I do in my Confidence and Content Creation for Creative Entrepreneurs)right now if you want more speaking engagements, you need a SYSTEM. Then speak one STEP in your system. Then you can sell the system. The buyers get the logic and flow. They see they need more from you.
More insights next Thursday!
Are you wanting to understand this at a deeper level? COMPEL. SPEAK. Sell. is designed to teach you, step-by-step how to organize what you do and sell it from any stage with ease! Get the free videos to get started today!
I am giving you this great content and it doesn’t cost you a PENNY! At the same time, it isn’t free! Here is what I ask:
#1. I want you to tell me a story what you spoke your HEART out, was sure you’d sell and nothing happened. Tell me what you changed, and how it helped you. Leave a comment. Share anything you can that you think will benefit the Warrior-Preneur community.
#2. Do you have a friend who you think needs to see this? Someone like a life coach, a social media marketing expert, or anyone that offers products and services? Send them a link to this article.
I’m giving you this valuable information to encourage you to step into your Bad-Assery business success! It doesn’t cost you one single cent, but if you find it valuable I ask that you share it with 3 friends (email, facebook, or your social media choice) in exchange for payment.
by Ann Evanston | Mar 6, 2014 | Speaking Strategy
Speaking to sell your service is a WONDERFUL marketing strategy to get clients! I will never forget being invited to speak on Rick Frishman’s Author University 101 stage. At the time, I was running my coaching programs and happy doing so. I was “rusty” on stage. Well, I wasn’t rusty as a speaker, I was rusty on utilizing the 5 Steps to sell my coaching program on stage. I got up and gave a WOW presentation: TONs of engagement, laughter, participation, applause. People coming to me after wanting pictures with me, telling me how powerful my presentation was…
And I did not close one client.
My cost to travel, stay at the hotel, eat…oh you know, well that expense wasn’t even covered. I did not follow ALL 5 steps. I missed as a matter of fact the most important one: Brand Service.
Oh sure I talked about WHAT I do for my clients. I educated the heck out of them! lol! But not in an organized way to help them know what they were buying.
Have you done that? When speaking to sell your service have you: shared everything, been told how inspiring you are, and not sold a thing? I know, some may say be grateful to speak on such an amazing stage! Sure, absolutely!
But it was general knowledge. Napoleon Hill, in Think and Grow Rich says: “General knowledge, no matter how great in quantity it may be, is but of little use in the accumulation of money.” and money is the test that your plan is actually working.
When speaking to sell your service implement these 5 steps EVERY TIME
I never forget these steps now. I recently closed 10,000 from a 5 minute gig, just by utilizing the plan. You can do it too.
I had to recommit to the 5 Steps which are:
•Step 1: Brand Story- Vulnerability leads Success
•Step 2: Brand Service- Organize the Knowledge
•Step 3: Brand Promise- Transformation that Sells
•Step 4: Brand Sales- Earning from Your Promise
•Step 5: Brand Buzz- Taking it On Stage
In COMPEL. Speak. Sell. I teach you speaking to sell your service with your own business. And Step 2 is truly the key! The new in-person MasterMind starts in July! Interested? Contact me, let’s see how it can transform your business.
Sign up and get the videos which talk about these steps!
I am giving you this great content and it doesn’t cost you a PENNY! At the same time, it isn’t free! Here is what I ask:
#1. I want you to tell me a story about a time when you gave your heart on stage and not one client signed up. Tell me what you changed, and how it helped you. Leave a comment. Share anything you can that you think will benefit the Warrior-Preneur community.
#2. Do you have a friend who you think needs to see this? Someone like a life coach, a social media marketing expert, or anyone that offers products and services? Send them a link to this article.
I’m giving you this valuable information to encourage you to step into your Bad-Assery business success! It doesn’t cost you one single cent, but if you find it valuable I ask that you share it with 3 friends (email, facebook, or your social media choice) in exchange for payment.
by Ann Evanston | Feb 27, 2014 | Influence Factor, Speaking Strategy
I love speaking on the stage! And I’m sure many of you have learned that it’s one of the most brilliant ways to close clients quickly and effectively. At least you have heard that! Often I find that amazing creative, intuitive entrepreneurs just like me don’t realize that they make 5 mistakes when speaking to sell that stop the BUY.
As a matter of matter fact I think if you understand the clear steps and process to selling from the stage it’s easy to close thousands of dollars in one speaking engagement, be it 20 minutes, or two hours, or two days. I find there are five common mistakes when speaking people make onstage so they do not sell their service. They may be told they are SO inspirational and fabulous…it just not so converting to the sales that they want.
What are those five mistakes when speaking?
1-you do not clearly share steps to a process that you lead your clients through because you think your cuteness, or intuition, or your credentials are enough to convince them to buy. Ok that’s harsh, but what’s my point, your CREATIVITY doesn’t sell unless your a painter.
2- you do not connect to the audience with a compelling, and emotionally connected story that has a specific WHY connected to the audience, what you sell, and more importantly why they care. Storytelling is inspirational, it alone is not a sales strategy without the WHY.
3-your transition to your offer lacks Bad-Assery confidence and energetically turns your audience off. Let’s face it, if you do not confidentially talk about your offer like you do the rest of your presentation THEY feel it.
4-you are not making a clear promise to the buyer if they sign on the line about what they’re going to get and how they will transform. You may think you do, but in 18 years teaching this, most people are not selling the promise.
5-you are constantly creating “new presentations” instead of perfecting one (or maybe two) presentation that is clearly based on the process you sell. With out this you are not know for anything. AND repetition is the key to good marketing anyway.
Honestly you might not even be aware that you are making these 5 mistakes when speaking to sell. And it’s not your fault. Who is teaching you a process to change that? (I do!)
These five mistakes when speaking give you some ideas about how to grow and excel from the stage and earn what you deserve. I would encourage you to sign up for my five videos on how to improve these five steps and have greater success on the stage.
I am giving you this great content and it doesn’t cost you a PENNY! At the same time, it isn’t free! Here is what I ask:
#1. I want you to tell me a story about a time when you gave your heart on stage and not one client signed up. Tell me what you changed, and how it helped you. Leave a comment. Share anything you can that you think will benefit the Warrior-Preneur community.
#2. Do you have a friend who you think needs to see this? Someone like a life coach, a social media marketing expert, or anyone that offers products and services? Send them a link to this article.
I’m giving you this valuable information to encourage you to step into your Bad-Assery business success! It doesn’t cost you one single cent, but if you find it valuable I ask that you share it with 3 friends (email, facebook, or your social media choice) in exchange for payment.
