In the seminar scenario the building of this “willing to do business” relationship is a three step process.
Firstly, participants are disturbed by gaining an appreciation and understanding of some basic, simple facts. This disturbance can either have the positive bias of opportunity (“There’s a way that guarantees that most people can make money in real estate”) or the negative bias of a problem (“Most people make these stupid mistakes when they buy widgets”). Either way, the approach is that home truths are explained in a powerful, compelling and simple way that disturbs the audience. Disturbs them enough to want to know what they can do and how they can do it.
The second step is to demonstrate that there are some simple and easy to understand solutions. The secret here is to ensure that the whole solution is not revealed. If it is, why would participants need to talk to you? So, you reveal sufficient of the solution to have the audience nodding in understanding and enlightenment and muttering “Aha, I understand” to themselves.
What happens when you unfold the secrets of the solutions?
Because you are the source of knowledge and information, you will build your credibility in the eyes of your audience. They have confidence in you. They trust you. All of the underlying requirements help people decide to do business with you. And that’s the third step… you’ve converted your audience into people who are happy, willing and relaxed about doing business with you.
To ensure that they do business with you after the seminar you can’t just finish speaking and hope. You’ve got to tell them exactly what they need to do to buy you product or service and explain that you will follow them up, giving details of how that will occur… and then do it!
To be continued…
If you want a comprehensive guide to making seminars work for you, purchase Winston’s great audio program How to run successful seminars – the Magic of Seminar Selling. You can get great results for any business through Seminars and Workshops for both old and new clients. Whatever your business, you can use seminar magic to cultivate clients… and make heaps of sales as well!
Recent Comments