January 30, 2020 Shawn

Value (And Sales) After The Speech Is Done

While we’ve discussed the value of sticking around after a talk to generate more business, there’s something a lot of speakers could be doing to generate more revenue for their business and impact for the client but because it happens after the event, few folks take the time.

Why is it worth investing the time in things that happen after your actual talk? First, it better serves your client. If there was a way to ensure increased implementation that better solved their problem, then they’re more likely to see ROI on their investment in you. Second, it’s better for their audiences. They come to events to learn things to improve their lives and businesses. If you can do that through continuing education, you help them do that and stay top of mind for events at their companies.
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Finally, it benefits you as the business owner and speaker. Post-event value-adds not increase allow you to increase your fee range as a speaker, but also your impact.

When To Sell Post-Event Value Items, And How?
We’d be a poor sales blog if we didn’t chat a little about when and how to sell post-event items.

First, don’t send them through in a proposal or email without getting the chance to walk the prospect through them. Some speakers make the mistake of rolling through their entire catalogue line by line. No one has time and because most buyers don’t understand how your items help them achieve their goals, your pitch will fall on deaf ears.

Instead, after discovering why the event is happening, choose a few items on your all-inclusive offer that you know will really drive home the solution your decision maker needs at their event. Then you can say, “You get those items and all the others for $XXX.”

Another great time to mention these items is during your pre-event brief, a call you conduct to discuss logistics after the proposal is delivered and paid. Bring up the fact that you’re writing articles/shipping books/filming videos for other organizations’ events and “It’s not too late to do that for your event, too.”

What Are Some Post-Event Value Adds, And How Do I Build And Sell Them?
Unless your client is providing the contact info of the audience, you’ll have to do it yourself. If you love plugging in data, use follow-up cards. In the 21st century, there’s little excuse to not use a text-to-opt in service. You can capture things the client won’t have on their attendee list and be able to send value-adds directly to them after the event.

Low-cost to produce, ensure you mention that you can send custom articles specifically tailored to the challenge you’ll be addressing at their event. Combine multiple articles into a series and include calls-to-action to reach out to you if you’d like the audience to get in touch.

Follow-Up Courses
Similar to articles, these ‘follow-up courses are essentially pre-loaded email campaigns of articles/videos/assessments that audience members can complete and benefit from.

Customized Follow-Up Course
Similar to the above follow-up course, this one is built to have audience data auto-fill within it. Your course should teach your methodology over a few weeks, and you’re going to establish a text field on a new line in your optin form or audience info sheet that’s specific to your topic. Ask, ‘What’s the first thing you’ll struggle with as your try to (implement the expertise you delivered from the stage)?’

When you go to the client’s records in your email list, scrub their answers to ensure they’ll fit into the course language. In the course itself, use <<merge fields>> to insert your audience member’s response (it will pull the data associated with that email address, including their response to your question). Boom – you’ve created a customizable course that can be scaled across thousands of audience members at once.

Follow-Up Webinar/Video
After a keynote, attendees are often interested in doing a deep-dive but there wasn’t time for a breakout. A post-event interactive webinar or video accomplishes this and can be done from the comfort of your home office and at your convenience.

Leaving the stage doesn’t have to be where your value to your audience and your client stops – it can be where it truly begins.

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