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One of the things I’ve noticed recently is that a lot of founders find the idea of selling on stage extremely uncomfortable; so much so, that they avoid it entirely.
This limiting belief may be costing you £10,000’s of revenue every year.
Frankly, I don’t blame them.
There are very few good role models out there, and let’s face it, we’ve all endured the ‘end of webinar obligatory sell’ that is either extremely awkward and unconvincing or uncomfortably pushy.
And in both these cases, we lose trust in the speaker.
The problem with this of course, is that because that's all we’ve been exposed to, we start to draw the wrong conclusion, ‘this is just what selling from stage feels like.’
But what we’re really saying, is ‘I don’t know how to do this without feeling like that.’
So let me show you.
The Watering Hole Strategy
Inside MicDrop, we're seeing more and more members become comfortable selling from stage because they're doing it the right way. I'm hearing more and more stories of members generating £10k, £20k of revenue of the back of a single free talk - part of what we call the Watering Hole Strategy.
The premise is simple:
Speak in rooms full of your perfect buyers
Deliver something so useful…
That all you have to do is show them where to go and they come to you.
No special offers/scarcity tactics needed.
Case and point? Daniel Priestley
I don't think there's anyone better at selling from stage right now.
I've watched him do it on multiple occasions. Every time, not a hint of awkwardness. Not a trace of sleaze. The audience doesn't feel sold to. They feel informed, then compelled.
So I went deep into his video archive to find a clip of him in action. Watch and learn… 🍿
Here’s Daniel’s 4 part process (approved by the man himself!)
Part 1: Challenge the Status Quo
Open with a contrarian belief.
"I believe that the book that changes your life is not one you read,
it's one that you write."Then pre-empts the most obvious objection before anyone can raise it.
"If you've got time to read books, you've got time to write books."
Cement the belief with a story
"I know someone who set up an Instagram channel..."
[Side note: This exactly how Steve Jobs used to start his product launches]
𝗣𝗮𝗿𝘁 𝟮: 𝗧𝗵𝗲 𝗥𝗲𝗳𝗿𝗮𝗺𝗲
Reframe the status quo with your unique approach
"Give away a thousand copies a year."Cement it with a customer story
"Gabriella. Harvard scholar. Fertility book. 1,000 copies given away, $1M came back. 2,000 copies, $2M. 4,000, $4M.”🧠 Advanced: Notice how Gabriella is the hero.
There is no attempt to make the story about his product/services - 99% of people get this wrong.
𝗣𝗮𝗿𝘁 𝟯: 𝗗𝗲𝗹𝗶𝘃𝗲𝗿 𝘁𝗵𝗲 𝗵𝗼𝘄
Give away the the whole process
So the audience can do it themselves -> earns credibility, goodwill and trust.Break it down step by step for simplicity
Move through each step quickly to prevent overwhelm.Accompanied with a slide that's useful enough to be photographed.
This bit is is very important later.
𝗣𝗮𝗿𝘁 𝟰: 𝗧𝗵𝗲 '𝘀𝗲𝗹𝗹'
Qualify the sell with an 'if statement'
"If you've not done this before... (Rethink Press is the publisher that does this)."Link the service to your approach
"They're really good at getting you to write a thought leadership book that's ready to give a thousand copies away."Convert with a 'Book a 121 session' QR code
The clip cuts at this point, but you can see that's where he's going next. “If you want to chat with someone at Rethink about this, scan this QR code and you'll be able to book in a call.”
Bonus tip: Audiences who've photographed something once are far more likely to do it again.
When you see it mapped out like this, it doesn’t look so intimidating does it?
I share this because the founders getting outsized results aren't necessarily better speakers than you. But they are extremely intentional.
We have a special place inside MicDrop where we do this work.
It’s called The Conversion Squad.
A subgroup of members focused on driving revenue from all their free engagements, the right way. Sharing what we learn along the way we we all benefit.
When our latest intake join in June, no doubt a few of them will find their way in there too :-).
We’ve got 1 call slot remaining this week. Click here to grab one.
Alex
