Time for a rant.
If there is one thing that drives me crazy it’s the notion that selling is bad. Remember a product or service you provide essentially solves a problem for your clients or enhances their quality of life. So why would you feel bad about helping someone?
So how do you help lots of people and be handsomely rewarded for your efforts? The answer is to pitch your products and services to large groups of people all at once. Why would you sell one-to-one when you can sell one-to-many?
Here are the three primary ways to pitch to large groups of people:
1. Online Webinar
A webinar is an online seminar. The most commonly-used is GoToWebinar and is easy to use.
The benefits of using a webinar is it’s relatively inexpensive, as you won’t have to hire a venue and pay for a sound technician and AV. Also, if you put on a live event and only ten people show up and the room holds one hundred it won’t look too good. However with a webinar the participants can’t see how many people are on the webinar - only you can!
Webinars are typically sixty to ninety minutes in length, which is enough time to deliver a great presentation and a well-crafted pitch. The downside of a webinar compared to live event is you may find your conversion drops the higher the price point, as there isn’t quite as much trust generated.
2. Recorded Online Video
This strategy is particularly useful if you are selling a slightly higher priced product, as you will create more trust, credibility and authority when your potential customers can see you. For the video to be effective you’ll need to spend more money to produce.
3. Live Seminar
This can either be a free or low-paid preview event that you have marketed, or could be an event you have been invited to be a guest speaker at. Either way you’ll be presenting for approximately sixty to ninety minutes and making your offer during your presentation for people to purchase your products or services there and then. The advantage of a live in person event is your conversions will typically be the highest of all three options and the order transaction value will also be the highest too.
Present, Pitch and Grow Rich
When it comes to selling through a webinar, online video or on stage there is an art and science as to what information to include and what to leave for another time.
When it comes to a short presentation with a pitch, the biggest mistake experts make is to drill down too deep into their content. When you chunk down into the details of how to do something, more often than not you will overwhelm or confuse people, and confused people do not buy. To really understand the nuances of how to do something people need to time to experience it, get their hands on it and ask questions.
The second mistake experts make is to teach content all the way through their presentation and then bolt a pitch on the end. When you spring an offer on your audience at the end they haven’t had enough thinking time to run their buying strategy and decide if they want it or not.
The third mistake is in not having an irresistible offer to buy on the day. The offer must be so good people feel compelled to buy because the deal is structured into a special package offered only to those who buy within a certain time period (normally on the day). Trust me, if you give people the option to put off a decision and get back to you another day you will most likely never hear from them again.
Design your presentation around a solution framework that becomes a map that guides the audience in how to get from where they are, to where they want to be. Think 7 Habits of Highly Successful People or Abraham Maslow’s Hierarchy of Needs. These are frameworks that give the overview of a solution.
Incompletion Is The Key
By presenting your content in this way your audience will experience as sense of incompletion. You’ve shown them the map of the whole solution and perhaps also given them a taste of what’s underneath. This feeling of incompletion is an important one to create for your audience as they will now be aware there is a gap, (between where they are and where you can take them) which needs to be closed and they know your product or service will do the job!
“Selling is making people aware of a gap between where they are and where they want to be”
“Your solution is the bridge to overcome this gap”
By Andy Harrington, entrepreneurialism expert and author. Andy Harrington has shared the stage with Sir Richard Branson, Donald Trump, Alan Sugar, Robert Kiyosaki, Sir Bob Geldof and Apple Co-founder Steve Wozniak. He is author of The Sunday Times Best Seller Passion Into Profit: How to make BIG money from who you are and what you know. But right now you can get a free copy by visiting the website.