Client Magnets Official Blog

Archive for the ‘Presenting’ Category

Most people don’t realize it until they host their first event, but a thousand little details go into planning an event. The event organizer must consider everything from marketing the event to organizing speakers, handouts, food, lodging and other relevant event details. If you’re hosting an event and you’re the main feature of the event, you have far less time to focus on these thousand-and-one details that go into a successful event. Dealing with the details becomes an integral part of handling event logistics.

The Logistics of Planning an Event
The logistics of planning an event require you to negotiate the details. You must coordinate the venue, any food and refreshments, the temperature, handouts, lighting, lodgings and many other details. If you’re using an A/V system, you must make sure the equipment is where it’s supposed to be, and fully functional.

If you’re coordinating an event with multiple speakers or sessions, ensure that each participant’s needs are met. The event itself requires coordinating these logistics in the days and weeks leading up to the event, a flurry of activity the day before and the morning of, and managing details during the day of the event.

Balancing Logistics with Price
The specific logistics of your event vary depending on the price point of your event. If you’re charging a low price point, you’re probably not providing refreshments, meals, or substantial handouts. Conversely, if you’re charging a high price point, you might want to provide your attendees with special little touches that make the price seem more justified, including handouts, promotional materials, refreshments and a meal.

Handling Logistics When You’re Presenting the Event
When you’re planning and presenting at an event, not only do you have the details to manage to ensure the event runs smoothly, but you must also think about your presentation. If you’re running around the morning of the event taping cords to floors or thinking about your lunchtime refreshments, you’re not getting yourself into the right mindset for presenting at the event.

If you’re presenting, you might want to hire a professional that has event management experience to take care of the details for you, leaving you free to focus on your presentation. If you do hire a professional to deal with the logistical details, make sure you’re hiring someone who has experience dealing with event logistics. Hire someone with whom you are comfortable presenting your image, as the way they handle the event will reflect on you as the host and presenter. If you hire an event manager who won’t provide the customer service experience you want, or who doesn’t know how to manage the details in a way that is acceptable to you, you have only yourself to blame if the event is not well-received.

Think about the logistics of your event during the event-planning phase. Don’t wait until the last minute to decide how you want to handle logistics, or realize you’ll want to hire an event manager to free up your attention for the event itself. Make a list of the details you need to manage for the event, and determine whether you’re comfortable managing the details yourself or whether you want help. Eliminate details that are cost-prohibitive in a low-budget event, or add handouts and giveaways for a high-budget event so your attendees feel like they’re getting their money’s worth for the event.

Bernadette Doyle specializes in helping entrepreneurs attract a steady stream of ideal clients. If you want to get clients calling you instead of you calling them, sign up for her free weekly e-zine at http://www.clientmagnets.com

Consider your role as a consumer. When you’re shopping, do you look at the products first, or the price tag first?

If you looked at the price tag first,
retailers would pick up on that and simply offer a collection of price stickers inside the front door. You would choose what you could afford, and then the actual product would be a surprise – possibly an unpleasant one.

You don’t shop that way, and neither do the people that you have identified as your perfect clients.

Prospects want to know your prices, but unless your prices are preceded by the benefits that you’re offering, consumers will have nothing to gauge those prices against.

Follow these four steps to eliminate your fears in revealing your price. Gain the confidence you need to make the most out of your requests for cash:

1. Present what you’re offering. Answer the timeless questions: Who? What? When? Where? Why? How? Keep it simple. If you make it too complicated, those raised hands might start to return to laps.

2. Summarize the benefits. Because you’re offering specific solutions to specific problems, this step should turn on light bulbs in your prospects’ minds. This is the step in which you convince them that you are their answer.

3. Introduce the price. By now, your listeners or readers are absorbed in what you’re offering. The benefits are foremost in their minds, as is the question of price. Reveal your pricing while the question is still in their minds; and before it reaches their lips. Perfect placement of price revelation makes it comfortable for you and acceptable to your audience.

4. Map out a direct route for the money. Make it crystal clear how easy it will be to sign up, jump on, or join in on your program. Prospects should leave your teleseminar, your sales page, or your conference without any questions about how to participate. Or, better yet, they should leave already having signed on. Make it possible for them to sign up immediately. Make it easy for them to do so.

When your appeal is placed correctly, while all of the most fantastic points of your product or service are fresh in the minds of your audience, you will not only feel more confident in asking for money, but your prospects will have more confidence in their spending.

After you identify your sea of raised hands (those people whose problems you can solve, and whose interests you have piqued), you’ll need to devise an effective method for telling them how much cash they will need to jump onboard.

The steps I’ve outlined here make up an excellent plan for starting to ask for money. As you proceed, you will learn to tweak your own presentation to meet the needs of the people in your particular niche. You will learn to identify the exact moment in time when they are most receptive to pricing, and when your presentation best complements that revelation.

When considering how to properly sandwich your asking for money in your presentation, consider your own shopping habits. You see the product. You consider how it could benefit your life. You look at the price tag. You proceed to the check-out. You leave the store with the satisfaction of knowing that you fashioned your own shopping experience.

Give your prospects that luxury. Take the time to learn about what price placement gets the most lucrative results for your business. You’ll soon discover that timing is everything – especially when it equates to money on your pocket.

Bernadette Doyle specializes in helping entrepreneurs attract a steady stream of ideal clients. If you want to get clients calling you instead of you calling them, sign up for her free weekly e-zine at http://www.clientmagnets.com

When you’re selecting a venue for your event, some things about the venue may seem very obvious: price, size, availability, deposit. Other things may seem less tangible, but still relevant, such as refreshments, meal-hosting and convenience to amenities. Don’t forget the little details when you’re selecting a venue; it’s the minutia of day-to-day operation that makes your event run smoothly.

How Do You Feel about the Venue?
One of the first intangible criteria to consider when selecting a venue for your event is how you feel about the venue. Are you happy with the venue for your event? Does it seem like a good match? Are you comfortable welcoming attendees to the venue for your event?

Hosting an event is, in many ways, like hosting a party. You’re the host, and you’re welcoming guests into your home for entertainment and food. In the case of an event, the guests are paying for this privilege, and it’s important to make sure you feel comfortable with welcoming the guests to your venue. If the venue embarrasses you, or you don’t feel that it matches the image you want your guests to have of you, you might want to choose a different venue.

What Extras Do You Need?
The details can make or break an event, and it’s important to consider all of these details when you’re selecting a venue. What extras do you need for your event? Do you need flipcharts, easels and markers? Do you need an overhead projector? A music system? A sound system to address your audience?

A typical event has a thousand tiny details to attend, and being able to rely on the venue to provide for these details frees you up to focus on the event itself. If the venue can provide flipcharts, overhead projectors, A/V equipment and all of the other extras that you need for your event, you don’t have to worry about sourcing these materials, transporting them, getting them set up in your venue, and tearing them down again. Not having to worry about these extras is a tremendous benefit, because you can instead focus on the event itself and other details of making sure the event runs smoothly.

Do The Amenities Fit My Needs
Evaluate the venue itself. Are the chairs comfortable? Is the temperature adjustable? Are the rooms well-lit? Is there plenty of natural light?

Little details can make a big impact on how people receive your event. If the room is too dark, people may become drowsy or depressed, or may experience eyestrain and fatigue due to the low-light conditions. If the temperature is too hot or too cold, that’s all your attendees will be able to think about. Natural lighting is good for the mood, and you want your attendees to be in a good mood. Comfortable chairs make it easier to sit through sessions; you don’t want your attendees fidgeting instead of paying attention. All of these little details must come together to create the perfect venue for your event.

It’s the little details of your event that can determine whether you host a successful event or whether your event does not go well. By partnering with the right venue, you can eliminate the need to worry about many of these details. Make sure you feel good about welcoming guests to the venue, and look for a venue that can provide for all of your extra business needs.

Bernadette Doyle is a marketing specialist who helps entrepreneurs become client magnets and attract a steady stream of their ideal clients. She publishes a free, weekly newsletter for trainers, speakers, coaches, consultants, complementary therapists and solo professionals. If you’d like to receive invaluable tips and advice on how to attract clients with ease, register at http://www.clientmagnets.com

Do you manufacture, sell or promote a product?  Do you offer coaching, professional or specialist services?   Chances are you have accumulated a great deal of specialist knowledge and expertise in your industry.

I’m going to show you a way you can turn your expertise into big profits!  And it’s as simple as sharing your expertise with others to help them become successful in your field.

1.  When sharing becomes profitable  …

The knowledge and expertise you have gained over years of working in your industry is VALUABLE.  It’s especially valuable to those people who want to learn from your years of experience to build their own businesses just as you have done.  By sharing your knowledge, experience and resources you are helping people to make money and create a better life for themselves.  People are willing to pay you big money to help fast track their success.  If you’re willing to share what they want and need, there are people willing to pay you to do that.

2.  Decide how you’re going to share your expertise

Hosting an event and turning it into a big pay day is a perfect way to share your expertise and help others succeed while making big profits for yourself!
A big payday event may take many forms. One of the most common forms is a seminar or conference where you share your secrets and tips with people who want to learn about your field.  You can also conduct workshops, give speeches or run specialist programmes.

3.  Leverage your event to make serious money

Registration fees are a starting point to making money from your expertise.  But you can generate far more revenue.   A big payday event can generate six figures.  Think big!  Your event provides you an opportunity to monetize your business in new and exciting ways…

• You could turn your big payday event into an opportunity to launch a new product or programme for your company.

• Your event also gives you an opportunity to align yourself with different industry leaders. By inviting others to speak at and promote your event, you build credibility through association.

• Think of ways you can use your event to diversify and increase revenue streams.  Consider ways you can include residual income from product sales, setting up new marketing or money-making coaching programs, and establishing lucrative relationships with new clients.

• While your big payday event provides you with a great opportunity to branch out into new areas, you can also use it to build your existing business. Use your big payday event to connect with new clients, or to convince fence-sitters that your product or service is the ideal solution.

If you’re ready to share your expertise and help others on the road to success, it’s time to think about hosting your big pay day live event.  It is possible to generate a six-figure payday; just by sharing your expertise.  I know because of have done it.  Use these tips I’ve shared with you to think big!    Start planning today and everyone wins!

Bernadette Doyle is a marketing specialist who helps entrepreneurs become client magnets and attract a steady stream of their ideal clients. She publishes a free, weekly newsletter for trainers, speakers, coaches, consultants, complementary therapists and solo professionals. If you’d like to receive invaluable tips and advice on how to attract clients with ease, register at http://www.clientmagnets.com

How to be yourself, have fun and sell a ton on stages and teleseminars!

I want to introduce you to a friend of mine, Lisa Sasevich, also known as the Queen of Sales Conversion.  She’s about to rock the “speak to sell” industry AGAIN with her BRAND NEW teleclass!

Wednesday, March 17th, 2010
9pm UK * 2pm Pac * 5 PM East

Lisa is going to reveal a BIG AH-HA she recently had about what she REALLY did to sell over 7-figures speaking last year (and it’s the OPPOSITE of what you’ve likely been taught!)

Here’s what you’re going to learn on this revealing free call:

• Discover the ONE THING Lisa did differently than everybody else that caused her to not only have a 7-figure year but ALSO enjoy the most amazing clients. (She did the opposite of what you’ve likely been taught to do when you speak-to-sell…and it worked!)

• EXACTLY what you need to have in place to putting together a life-altering talk that feels GREAT to share without giving away the store! (AND has your ideal clients WANTING to invest with you.)

• How to instantly create hunger and desire for your products and services without being “salesy”

• Lisa’s BIG secret to attracting 100% of EXACTLY the perfect clients and none of the, well, not-so-perfect ones

• A simple technique that Hollywood uses to capture attention and sell tickets all the time that will work for you too!

And much more….

Here’s the link to reserve your spot in this complimentary teleclass…

http://bit.ly/sellingsecrets

Best Wishes,

Bernadette Doyle
www.clientmagnets.com

“Begin with the end in mind.” Stephen Covey

Have you noticed that there seems to be a trade-off in every aspect of marketing and sales?  Whether it’s trading information, trading money for products or even trading a free item for contact information….The reciprocity touches all parts of your business.

One aspect that’s important in reciprocity is that you have to give before you get.

I’ve always encouraged the use of speaking engagements as a way to establish your expertise in your field, generate leads, and hone speaking skills.  All this is done whilst selling your product and offering valuable information to the audience.  But there’s another trade off that can take place during a speaking engagement, and that’s gathering key marketing information for future use.  Not contact information, which is another opportunity in itself, but information that allows you to develop an empathy towards your client’s business.

At the beginning of each speaking engagement, take a few minutes to talk with the audience and establish a relationship.  Ask them what they’re looking to take away from the speech.  Notice the key issues that come up over and over in their responses.

This is valuable information that will help you understand the issues that your clients are facing.  Not only will you be able to develop empathy for them, you will also be able to transfer those issues into your marketing materials as well.  The more you are able to empathise with your clients’ needs, the better you will be able to meet those needs.

The same can be said for overcoming objections.  Empathise with your clients’ objections to your product or service.  It could be the cost factor, or the ‘it won’t help my business’ objection.  Use that information within your speech to address each of these points and detail why they are not valid objections.

When you’ve gathered important, helpful information from your audience, you’re going to be giving the same in return.  Your audience deserves that since they’ve taken their valuable time to attend your talk. At the same time you’re “planting the seeds” of need and overcoming objections whilst offering valuable content.

It is this content that will help people arrive at their own conclusion after your talk.  That conclusion should be that the next logical step they take is to accept the solutions that you present to them.  When a client reaches the conclusion on their own that they should buy your product, it’s so much more powerful than when it’s done through a direct sales presentation.

Setting up your speech to give the audience the opportunity to make their own conclusion will help seal the deal of any special offers that you’ve put together for that event.  Whilst making immediate sales is a nice feature of speaking engagements, the information trade off can be invaluable to your business.

Bernadette Doyle is a marketing specialist who helps entrepreneurs become client magnets and attract a steady stream of their ideal clients. She publishes a free, weekly newsletter for trainers, speakers, coaches, consultants, complementary therapists and solo professionals. If you’d like to receive invaluable tips and advice on how to attract clients with ease, register at http://www.clientmagnets.com

You can compete with the big name players in your market. You can attract corporate clients to buy your services, whether they involve negotiation skills, presentation skills, sales skills, or dealing with difficult clients and colleagues.

Sometimes, the idea that you’re at a disadvantage to the big companies is more in your own head than it is in your potential buyer’s eyes.

Here’s a simple formula to follow when competing for big business:

Be confident in your ability to deliver your product or service  +
Distinguish yourself from the competition =
Clients will jump on your offering rather than you having to compete for their business.

Don’t be intimidated by the larger businesses who offer services similar to yours. Don’t let the heavy hitters in your area give you an inferiority complex.

Your business actually has a massive advantage over these bigger players…

•    Many of these larger structures tend to offer fixed programs and fixed courses. There’s usually not a lot a room for customized, pick-and-choose type training. You’re not restricted in a way that a larger company would be. That actually means you can have a lot more flexibility for your client. You’re much more able to be responsive to their needs.

•    Big companies tend to send in a very charming and persuasive sales person to close the sale. They go in with all the glitz, pretty brochures, maybe they even take the client out to lunch. Then they outsource to the most inexpensive person they can find to deliver the service, still charging the client a premium rate. Clients soon discover that the person who is actually put in front of them to deliver the training, do the consulting, or whatever the service is, doesn’t have that experience, that credibility or that authority.

Make it obvious, in your marketing material and also in your sales meetings, that the person the client meets going in, is going to be the same person that their end users meet. Without actually saying anything negative about the bigger company vying for their business, you’re planting a seed of doubt. You’re not badmouthing the competition, but you are giving the client something to think about that they may not have before. Where possible, you always want to sell yourself on your strengths as opposed to just going in and knocking the competition.

•    When your business card is basically your name, you can sometimes feel, “I haven’t got the weight. I haven’t got this huge impressive organization behind me.” But, you have to start seeing that as a real advantage. Don’t underestimate a client’s ability to appreciate the fact that your business success hinges on your delivering the very best. You’re not just following some automated process. You’re really engaging with them and really getting to understand their business, so you can make recommendations based on your expertise and what you’ve uncovered as their real need. You’re literally staking your reputation on your service.

So, just because you’re not as big or as famous as some of the others, doesn’t mean you’re at a disadvantage. You’ve got to start to think about, “What do I have that these guys don’t have?”

Bernadette Doyle is a small business marketing expert. Get more tips and advice at http://www.clientmagnets.com

When I first started my business, I would schedule speaking engagements with any group that would listen.  I would have spoken to the local garden club if they would have had me.  Why?  Because giving an informational talk helps you make personal connections, raises your profile and gives you an opportunity to make sales to a group whose defenses are down.

Some of you have responded that it’s all fine and dandy to recommend giving speeches, but they didn’t know the first thing about how to get bookings.  So I’d like to share some tips for you to help you get your speaking ‘gigs’.

1. Start Small
My first suggestion is that if you’ve not had speaking engagements in the past, don’t start off on a grand scale.  Most people assume they need to be speaking to a conference of hundreds of people.  I recommend you start small, perhaps with an audience of 20 to 40 people.  It’s a good size to get you comfortable whilst giving you the opportunity to test ideas and approaches.

2.  Approach Networking Groups and Organizations
Your first step towards a booking is to take a look at any networking groups, ones to which you belong or groups in your area of expertise.  Chances are they have monthly or quarterly meetings.  Offer up your services to the meeting coordinator or organizer.  When you offer to speak, make sure you explain why your topic is relevant and will be a good fit for the meeting.

Even if you’re not a member of a local networking organization, you can take steps to locate one.  Check trade publication, magazines, even the Internet.  Determine who in the organization is responsible for booking speakers and contact them by telephone and offer your services.

3. Tailor Your Talk
Make sure to tailor the speech to fit the needs of your particular audience.  You may need to put a new spin on your speech.

4.  Establish Yourself As The Expert
Once you get your first few speaking engagements, you’ll see bookings begin to snowball.  As you establish yourself in the market, people will begin to contact you rather than vice versa.  Typically after a speech, someone in the audience will approach you and ask you to speak to their group.  So you’re not going to have to make calls to book each and every one of your speeches.  In addition to that, by giving speeches, you are establishing yourself as the expert in your field.  Once you’ve become the expert, people will contact you, you’ll get more bookings and make more sales.

So take the first step towards booking your first speaking ‘gig’, starting small is fine.  You’ll find your bookings and your audiences will begin to grow with each and every speaking engagement.

Bernadette Doyle is a small business marketing expert. You can read more of her articles on her blog at http://clientmagnetsblog.com