Story 1: From single engagements to 50,500 in a single day
I recently received a phone call from a client who shared such happy news. He said, “Chris, I had been offering my virtual training as a single presentation. It was way too much content for one presentation. Then, we broke the process into four parts and I added resources between the presentation. Today, two clients booked the process and the combined total for the two contracts was $50,500!” That’s a great day!
Here’s what happened before that call:
This speaker had been providing diversity trainings for organizations. Each engagement provided tremendous value. But, the full application was missing. So, we dove into the psychological process for an individual in a training like that to go from, “this isn’t about me,” to “wow, I want to play a role in this,” and then for this attitude to permeate the entire culture.
When this process was defined, he instantly could describe the process in stages to his clients and THEY realized one presentation wasn’t going to hit the mark. Most of them began self-selecting to go for more presentations and spread across several weeks or months. Boom. One engagement just became multiple, and his average contract increased by $15,000 – $20,000.
***You might be thinking, “well sure, that’s a conversation on diversity. That’s a hot topic right now so it’s easier for that speaker.”
Here’s what else is needed right now: Resilience, Sales, Leadership, Change-Management, Trust, Collaboration, ENTER YOUR EXPERTISE HERE.
The world needs guides to help them through this time, and if you can help them see the steps to take, they will want that process more than a single engagement. (They just don’t know that when they come into the first conversation.)
Key Take-Away from this story:
What is the exact process that connects individual transformation to the entire organization feeling the impact?
If you can help your clients see the steps for that process, they will want multiple sessions with you, not a single presentation.
Story 2: 7 Strategies to a 4-Part Process (and a $60K mastermind group)
Another client had a virtual presentation sharing 7 strategies from his best selling book.
Together, we distilled the strategies into four parts and gave the process a name.
At the time, he was thinking about offering a mastermind for CEO’s.
As soon as the process was defined, he knew with clarity the process he would walk them through.
His initial idea that the mastermind would:
“create actional strategies to recognize business opportunities you couldn’t see before, future-proof your business from rapidly changing trends and technologies, and create an extraordinary advantage to redefine your industry.”
Changed to:
“This mastermind group will enable you to launch a moonshot that will redefine your industry in 2021.”
Then, he described the four-part process that will enable them to do just that.
Two emails, an application process, and some onboarding calls later, he is now running a strong mastermind group alongside his virtual presentations. The process made the business leaders feel confident about what they were about to go through AND it gave him an outline for how he would facilitate the group.
Key Take-Away from this story:
What is your bold promise for the singular result you will help your clients achieve AND what’s the process you will take them through to deliver on that promise?
Story: Virtual Offerings: How three is better than one
Finally, here is a wonderful reply I received to last week’s email. My hope in sharing it is to reaffirm the truth that many organizations would rather go through a transformational process right now than just have a virtual presentation:
“Dude. I had to let you know that I read this email and 2-minutes later shared a process with a client that came from a 100% cold inbound lead who saw our virtual demo on LinkedIn. Shared that our pricing starts at $9500 for one virtual workshop and $25K for a series of 3 and she didn’t bat an eyelash and was excited to extend even beyond that.”
Key Take-Away from this story:
Ask what organizations are truly trying to achieve from any virtual speaking inquiry and share the steps for them to get there.
Your solution cannot be an offering you’re throwing out…it has to be tailored to their goals and specific challenges. If they can see how it will help them achieve their goals, they will be interested in multiple engagements instead of one.
