Okay, campers, last time, we discussed what you needed internally – that is, within your business – to be able to effectively make an offer as a speaker from the stage, presenting your company and wares from one – that’s you – to many – that’s your audience.
To summarize, you have to have a robust system that can allow you to deliver on the promise you are making to that audience – “Every one of you need what I have to sell, and I can take care of each of you with my expertise and team.”
Of course, not everyone buys, but your company needs to have the ability to produce. If you are the rainmaker, then you need to have the team and the systems to allow you to keep making it rain, not to get stuck programming, or building, or delivering, or engineering.
Your job, if you are selling and presenting, is just that: selling and presenting.
So how do you do it?
There are plenty of formulas, and some work for everyone and some work best only for specialists or those with a certain degree of reputation in their field. The important thing to remember is this – the big speakers aren’t pitching your products or services and you aren’t’ pitching theirs.
Steve Jobs may have introduced the iPhone, but he wasn’t taking orders for it.
Jeff Bezos – once people knew what Amazon was – wasn’t pitching a great place to buy and sell books.
Don’t get lost in their formulas, or even the one I use when I speak from the stage. Keep reading for some hints on how to expertly craft the one you need, now. Certainly, PowerPoint can be effective and is practically expected these days, but it isn’t a crutch – it’s an added point to help you reinforce. And for the love of all that is good in the world, don’t just read the slides!
Start off by acknowledging the person and/or company that is introducing you, especially if you are presenting during one of their events. Remember, it’s their audience and you have to build rapport.
Next, acknowledge the audience and ask them, collectively, one or two questions that they would find pertinent in their business. Are you speaking about social media? Ask them, by show of hands, how many times they’ve checked their accounts that day, then tie that back to a bigger statistic… “Yep, you and two billion other people checked in today, too. Every person you ever need to know to expand your business is on Facebook right now.”
As you close down the introduction phase of your presentation, tell your audience what it is you’re going to teach them and then, hint at the offer you are going to be making. In our social media example, that could look something like this, “I’m going to share three critical parts of the Facebook marketing puzzle today – things that you can start using as soon as you leave here today, and then, I’m also going to share an even easier way for you to do that to save you 5-8 hours per week. Sound good?”
Your presentation – the body of your speech – then dives into those three points. And they had better be good ones, not just something you cobbled together. At the same time, using real examples – people, companies, testimonials, etc… is important. You have to illustrate a “before and after” state for your audience AND humanize the business. Give your audience real value!
As you start to wrap up – however long that might be – you’re going to restate those points, and then discuss the actual offer you are going to make. Use the same tone that you’ve been using this whole time and make sure that you have the time left to be able to discuss it! “By now, you’ve seen how effective…” and then, “As I said earlier, the easiest way to deploy all these strategies is to use XYZ Corporation and our Facebook Ad Power Program.”
The pitch, though, has to come from a place – and be reinforced by – the benefits of the offer, not the features. Tie back to your examples, with real people or companies and case studies or testimonials from clients.
Lastly, you want to make it easy for your audience to buy – AND – to find out more information. Close your time out by thanking them and assuring them that you are going to the back of the room and will be available to not only get them signed up, but to answer any questions they have about the program or product and – if necessary – reinforce any prices or discounts they get as a result of the seminar they are attending or the memberships they hold.
One presentation, many sales. What’s not to love? Next time, we’ll talk a little bit about how to ensure that you move every attendee into your sales funnel, even if they don’t buy.