How To Sell from the Stage in 7 Steps
Are you interested in knowing how to sell a product online? Has anyone ever asked you, “Convince me to buy this pen?” There’s an art to selling — especially on stage. These steps are meant to convert your audience while on the stage, but you’ll also pick up valuable lessons on how to offer anything at anytime to your target market.
How To Sell From The Stage Like A Pro
Note: When I talk about making offers in our discussion on how to sell, I’m talking about the part of the presentation where you’re delivering the sale (also known as the offer or call to action/CTA). Here, you’ll explain what your audience is going to buy and convince them to do so.
When it comes to knowing the techniques on how to sell, there are two things you need to understand: How to design the ultimate offer and how to deliver it to your audience, so they’re inspired to take action and enroll with you. To succeed, I have 7 steps you need to implement to make offers that inspire your ideal clients to say yes to you.
1. Know your ideal customers and who they want to become
When people buy a program or product, what they are really saying yes to is the outcome. When you want to learn how to sell a product to a customer, the first thing to think of when designing your offer is what’s the outcome your audience is looking for?
If you’re not 100% clear on this yet, take some time right now to sit down and create a customer avatar. Think about who your customers currently are and who they want to become. What are their dreams, hopes, and fears? What goes on inside their head?
When you make your offer, you’re not selling them yourself and your program. Instead, you’re selling their potential to become the person they aspire to be.
Selling somebody on their future self, who they can become, and what they can have are really powerful tactics. Selling somebody on their future self is more impactful, because people want to become something more than they want to simply have a product. Knowing how they want to transform will help you understand how to sell. For example, they may want to have a lifestyle-friendly business and financial freedom, but ultimately they want to become a motivational speaker who makes a difference in the world.
You need to speak to that identity throughout your presentation, remind your audience of their potential to become that person and invite them to try on that persona for themselves as they listen to you.
2. Use direct and indirect seeding
Your offer isn’t only about implementing a call to action at the end of your presentation. One of the techniques to sell a product well is also seeding or making an offer throughout the presentation.
Every time you mention your offer, you’re planting a seed and preparing your audience to make a decision. If you don’t seed your offer, your audience won’t be prepared for it when you make your calls to action.
There are two types of seeding: direct and indirect.
With direct seeding, you’re explicitly letting your audience know an offer is coming. Here’s an example of what to say to sell a product:
“I’m giving you really great stuff here, but I’ve only got 90 minutes with you. For you to really master Passionate and Profitable Presentations, you’re going to want to continue your education with me in my Message To Millions program. I’ll go into more detail on how you can enroll in that later on.”
Indirect seeding is a more subtle mention to pique curiosity:
“I love this Blueprint I’m sharing with you today. Every time I take people through this at one of my Message To Millions events, it’s so powerful, because I’m there with people and able to coach people on this and help them find their message.”
You don’t have to choose one over the other. A powerful part of understanding how to sell is to use direct seeding at the beginning of a presentation to let people know that an offer is coming. Use indirect seeding throughout your presentation, so when you get to your offer at the end again, they’ve heard you refer to your program several times already and want to hear more.
3. Inspire the vision of your audience
— Ted McGrath (@ted_mcgrath) September 23, 2016
A sale is always easier when you’re inspiring the vision of who somebody wants to become. You want to inspire your audience to step into their greatness as they listen to you make your presentation. The most effective way to do that is storytelling.
The purpose of great storytelling is to lead someone from the Call (which is the beginning of the story when you’re called into a situation where you realize you need to create change) to the Pit (your lowest point) to the Search, to the Results. The whole way through, you’re telling a story that leads people through the steps of what you’re really teaching.
As you share, people are listening and experiencing your vulnerability and search alongside you. They have the experience of the breakthrough results from your story, which inspires them to know they could experience their own breakthrough results. You create rapport and trust through sharing your story, and that’s what inspires people to take action.
There are six simple stories I use in my presentations that help me make effective offers. A key story type for you to use is the Client Story – stories about your clients and what they went through to experience their breakthrough results. These stories allow your clients to inspire your future clients with their success. They show your audience that people just like them — who were sitting right where they are now — took action and experienced amazing results because of it.
4.Transition into your offer
The transition is super simple. You’ve been creating desire throughout your presentation using stories, client testimonials, and seeding.
Now you need to transition your audience into the formal offer part of your presentation.
It might be something like this:
“Now, you’ve heard me talk about my Message To Millions program, you’ve heard me mention it throughout this presentation, so what I’d like to do right now is invite you to attend my live event, Message To Millions.”
You could even get agreement from the room by asking:
“Would you like to hear a little bit about my live event, Message To Millions?”
If you’ve been seeding your program or product throughout your presentation and doing a good job of inspiring your audience’s vision of their potential becoming, they’ll be eager to hear more about how they can work with you further.
— Ted McGrath (@ted_mcgrath) July 10, 2017
5. Detail your program content
Struggling to enroll clients? Make sure you’re clear on how your product or program delivers what THEY want. pic.twitter.com/xuYsWo0n2r
— Ted McGrath (@ted_mcgrath) November 14, 2016
One of the mistakes people make when learning how to sell is immediately talking about price. Before you go into pricing, tell your audience the structure and content of your program. That way, they understand how they will learn and the outcomes they can expect. Break your program down step by step. For each step, go into detail about the content you will teach.
Remember, people want to become something more than they want to have something. Who will people have the opportunity to become as a result of what they will learn? Allow them to see themselves in the identity they aspire to.
As you go through your program content, doubts and fears will naturally creep into your audience’s minds. Knowing this gives you the opportunity to remove their concerns by responding to their objections before they’ve even expressed them. This is why it’s so important to know exactly who you’re speaking to, so you can address the exact concerns they have.
For example, if your audience has fear around whether or not their program will work for them because they have no experience, you can share a story of one of your clients who had no experience and went on to create amazing success despite their own fears.
Speak directly to the little voice in their heads. People need to know you are speaking to them, and by showing you understand what’s going through their minds, you can make sure your message lands with them.
6. Talk about the ROI
Before you get into the pricing, most people will want to know what the return on investment is.
Talk about the ROI they can expect.
You don’t have to guarantee an ROI. If the ROI of your program depends on the work your clients put in, let them know that upfront. Refer to the client stories you’ve been seeding throughout your presentation as evidence of what they can potentially achieve if they put the work in — what is possible for them? Can they become the person they want to become?
Then you can contrast it with the COI (Cost of Inaction). What is the impact if your audience lets their fears get in the way and don’t say yes to your offer? What will their life become? Who will they become? Who will they miss out on becoming? Show them what their choice really is.
7. Make your offer
There are several steps in the process of actually making your offer and inspiring people to enroll:
a. Price Contrast
This is how you open your offer. When I do this, I share with my audience the investment of working one-on-one with me for a day or a half day and contrast it with the time and content included in my program that I’m offering.
b. Reduced Price
Let your audience know the usual price of your program and tell them you have a special price you’re offering today, but don’t tell them exactly what their investment is just yet.
Before you get into the investment, list out the bonuses (and their value) that people will receive when they enroll in your program.
A guarantee creates safety and certainty in the minds of your potential buyers. It reduces their risk and helps deal with objections that may come up.
Now you’re ready to tell them their investment. Remind them of the usual price of the program before you tell them what their investment today is.
After you share the investment, some people will still have price concerns. Address those people and let them know about the payment plan you offer. Ask your audience to take action now.
f. Limited Offer Bonuses
Create a sense of urgency by offering limited extra bonuses for the first 30 or 40 people who sign up.
g. Multiple Calls To Action
If there’s one thing you should remember when learning how to sell it’s that one CTA is never enough. When you are asking people to take action, you’re asking them to confront their fear. For most people, there will be resistance, so speak to this in your Call To Action. Tell a story. A great story gets people present, takes them on a journey, and relieves the pressure of making a decision.
One of the best times to give a CTA is right after an emotionally laden regret story. Your clients will identify with the emotions in the story you told, and you can inspire them to take action from that place.
Check yourself! Make sure you’re not committing any of these common mistakes: https://t.co/yqEHSsiIf5
— Ted McGrath (@ted_mcgrath) July 11, 2017
Watch this video and share my tips on Facebook!
Learning how to sell is your ticket to change your business immeasurably. My techniques will also show you how to design an offer that is powerful and effective. You will also discover how you can become so connected to your audience and the value you offer that you don’t have any fear or resistance around inviting them to enroll in your programs.
Try these steps on how to sell! Don’t forget to share your stories with us.