Win In the Attention Economy
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Sales Tips you'll learn today on The Sales Podcast...
- His book makes "for great bathroom reading"
- Speaking is the ultimate one-to-many sales and marketing strategy
- When you're in front of your target audience you have the halo effect of expertise, trust-worthiness, and knowledge
- You're in the premier position
- You have something to say
- You have something to sell
- There is unprecedented power that only comes from speaking
- You must build your personal brand
- It's more important than your business brand
- Read Bryan Kramer, "There is No B2B or B2C: It's Human to Human #H2H"
- We're in the people business
- Podcasting, webinars, live-streaming, YouTube, etc. are also speaking avenues
- We're living in the attention economy
- Put compelling value into the marketplace
- Offer value and invite engagement
- You don't get married on the first date
- Speaking lets you build personal relationships at scale
- We're sellers and also buyers
- Alan Weiss "the shortcut is the long way." Get his book "Million Dollar Consulting: The Professional's Guide to Growing a Practice, Fifth Edition"
- "If you're going to sell fire extinguishers, you must first show the fire." David Ogilvy
- What is the problem you are solving?
- What insight do you offer them?
- Accelerate and shorten the path to success for your prospects
- Go to Google and find where your ideal prospects congregate
- Find a chapter meeting
- Visit the meeting and see if the right demographics attend
- Then reach out and let them know you just attended a meeting and ask to be considered
- Action words beat learning words in your presentation description
- Think about the outcomes, i.e. go into "resume mode" with action words
- "After this program your members will be able to boost, eliminate,..."
- Your sales will explode
- You'll get paid to generate leads and/or paid to speak
- Visibility. Credibility. Shareability.
- Be everywhere your prospects are
- Fish where the fish are
- Your mindset has to be to offer value and invite engagement to help
- Be of great service to your audience whether they take the next step or not
- The conversion process starts when you open your mouth
- You are building trust from the moment you step on stage
- You give proof with case studies, before-and-after, customer stories, etc.
- Weave customer stories into your lessons and teaching points to also help eliminate objections
- This is also social proof and shows that "the water is warm"
- Open your phone and book a call with your attendees as you stand by the stage
- Specificity is the key to success
- Make your "Active 20" list of associations or groups you'd like to speak to
- Google "conference, meeting, association, state conference" etc.
- Constantly refresh this action 20 list
- Make that initial outreach and make it all about them. Find a topic they haven't addressed that you do.
- When and what to charge
- Is this a lead-generation or an income-producing talk?
- If it's not your target market but you have a good message that can help them then charge
- If it's a target-rich conference then you can offer to waive your fee to get in front of the best people
- Your pricing is your positioning
- You need to be over $4,500 to be seen as a professional
- The sweet spot is between $5,000 to $10,000
- NYT Best-Selling authors are in the $20,000 range
Links Mentioned In The Sales Podcast
- Visit David Newman's home on the web Do It Marketing
- Get David's book "Do It! Marketing: 77 Instant-Action Ideas to Boost Sales, Maximize Profits, and Crush Your Competition"
- Get David's free report "6 Keys to Rapidly Grow Your Speaking-driven Business"
