For a teleseminar to be worthwhile to you, it must sell your services and programs, right? There’s just one small problem: people HATE being sold. Worse, most people hate selling…especially coaches whose chief mission in life is to sincerely help people.
In the past, people put up with pushy salespeople because there simply wasn’t any alternative. If you wanted to learn about new products and services, you listened to salespeople. So salespeople knocked on doors and gave their best 30-second pitches to peddle their knives, vacuums, or encyclopedia sets….and it worked!
And that’s a problem for people who want to sell a service like coaching. If you’re new to teleseminars, inevitably you’ll hold this image of a high-pressure, pushy salesperson in your mind as who you need to become in order to be successful. But nothing could be further from the truth.
The good news is you don’t have become anybody different to get new clients with teleseminars. You just have to remember that people hate being sold to…but they love to buy!
Since people love to buy, all you have to do is align yourself and your presentation with the way that people actually make buying decisions.
Fortunately, there’s a basic psychology to helping people buy that’s natural once you start putting it into practice. But you first have to forget everything you think you know about selling.
Here’s a simple 5-step plan to creating a signature talk:
Step 1: Introduction & Headline
This serves the same purpose as the headline and first bullets of a long-form sales letter: It states the big benefit of why everyone is here, and proves your credibility as an authority.
Step 2: The Setup
This is one of the most critical parts of the call: It’s where you tell your story of how you discovered your expertise, endear the audience to you, and seed the idea that they’ll have an opportunity to buy from you at the end of the call. You reassure them that they’ll get everything you’ve got in your short time together, review your call agenda, and give them an incentive to stay for the entire length of the call.
Step 3: Demo Your Expertise
It’s obviously impossible for us to provide specific guidance on the actual lessons you’ll be teaching during your talk…that’s why you’re an expert at what you do.
But this call is about helping people to buy, and one of the best ways of doing that is to give the audience a few easy-to-apply principles that give them an IMMEDIATE and OBVIOUS result. It’s important to give them your very best material here…don’t hold anything back.
Step 4: The Invitation
At some point you need to let people know how they can go deeper with you. This is where you invite people to a free one-on-one coaching session with you (if you’re a beginner) or send people to your order form (if you’re more advanced).
Step 5: Wrap-up and Reassure Buyers
When you’re ready to wrap up your call, your primary objective is to reassure your buyers while wishing the non-buyers farewell. But your buyers come first! Reassure them that they made a good decision and manage the logistics of the next steps: that the next appointment or key dates for the upcoming teleseminars on their calendars, and keep the momentum moving forward to the start of your program.
Want to Learn More?
Download our Signature Talk Roadmap for a complete outline on creating a talk that sells.