Want to make sales when speaking at summits? Chris is sharing the strategy he's used to make consistent sales at the online events he's spoken at over the past couple years. He wants you to be able to replicate his success!

Learn more about Christ at https://www.TheCoachChris.com

Want Chris's full session, along with all the other fantastic presentations from Sell With a Summit: Speaker Edition? Just go to https://sellwithasummit.com/speakeredition/ and get access to them for free!

Welcome to Virtual Summit Success.

I'm Jenn, founder of Virtual Summit Search, and you're in the right place

if you want to make the most of your virtual summit experience, whether

you're a host or virtual summit speaker.

Let's get going with your next step to virtual summit success.

You're listening to a snippet of a session from Sell With a Summit: Speaker Edition.

Chris is sharing his strategy for making consistent sales from all of the

summits he spoke at over the past year or two, so that you can do the same.

Let's jump right in!

What's good, people?

I'm Coach Chris.

So today what we're going to cover is, number one, how you

can create a talk that converts.

I can tell you since COVID started back in March of 2020, that's when I started doing

a lot more virtual events and every event I speak at, I get at least one new client.

I've done over 30 events now, so you can imagine it's like, a

great income stream for me now.

So I want to talk to you about how you create a talk that

actually is going to convert and really get people to take action.

Then we're going to talk about the best conversion strategy.

I had the time to really test things out, to see what's going to work well, what

doesn't work, all of that good stuff, and it was great to do that because now

I know exactly what works and I've been able to show some other people too, so

I ran these tests multiple times now.

So how do you craft a talk that converts?

How do you put together something where people that are listening and tuned

in actually want to work with you?

First of all, don't sell from stage.

I know this is like, a big thing you're taught, and a lot of people teach

this and I've been taught this too.

And this is how I know it doesn't work for me; I don't like it.

Selling from stage is not the best thing to do because then your

entire talk becomes an infomercial.

When you're selling from stage, it's hard not to direct your

energy towards selling, right?

And the truth is that actually stops you from getting paid well,

as much as you could get paid.

'Cause if you pressure people and you try to convince them to buy from

you, you may still get two or three, but I guarantee you can get five

times more if you deliver a solution.

And that's what I'm all about is delivering solutions, actually

helping people, especially at virtual events, because virtual events call

for interaction, you need to be engaged with the audience, right?

That is much more important.

That's much more valuable than you just saying, "Hey, go and buy this for these

reasons" and showing testimonials.

And you don't want your talk to sound like a damn webinar; you

don't want to be that person.

Don't be that guy, because the audience can tell and they just tune out.

And when you're at an in-person event, you know, they can stay

in the room, they may drift off a little bit and not pay attention.

When you're doing virtual events and people are at home or whatever,

and they're in their comfort zone, they're just going to tune you out.

They may still have it open or something.

They'll walk away from the computer, all of that good stuff,

like, I've seen a lot of it.

You got to keep the audience interested.

So throughout this talk, I'll be asking you questions.

Hopefully you're taking notes because, again, I'm not here just talking to

you, trying to sell something to you.

I want to actually help you get better.

So that's the first portion.

Now, what's important that you have to have in your talk is you teach

people something valuable, right?

Teach them something they do not know, give them some direction they were

not aware of, give them a new clarity that they just didn't know existed.

That is one of the most important things you can do because now when

people leave the event, when they close their computer or whatever,

they're going to think like, "wow, I actually learned something from that

guy, or she was on stage talking about that; and I had no idea that existed."

You've got to give people a different perspective on things, different

strategies, tools, all that good stuff, because the more solutions

you provide, the more you help them, the more they remember you.

Nobody remembers a person that tries to sell to them, and if they

do, it's for negative reasons.

Nobody remembers the person that sells to them and that was helpful.

So as an example, "in this talk, you're going to learn how to create

different podcast episode styles."

That's an example of one of my podcast talks.

I don't just go on stage and tell you to do the same thing everybody else said.

"I'm going to show you my personal styles I've created for podcasts

episodes that have made me over five figures multiple times.

I'm going to show you how to get sponsored and work with these companies

and bring on sponsors in the first month of your show being live."

Which I've done multiple times for shows I'm not even on.

So when you approach it like that, and you are clear like, "Hey, this is what

I'm going to teach," it's very different.

It's something you've never heard before."

Now your talk becomes 10 times more valuable.

And if you start off with this, people are going to stay tuned in like,

"wow, you're going to teach what?

I just launched the podcast; I wanna learn how to get sponsored in 30 days."

Boom.

And there you go.

So how you outline this is you've gotta create a talk that converts, right?

So what that means is you break down, what do they do, why do

they do it, and how it gets done.

Think of it that way.

Just break it down that way, that's the easiest way to do it.

That's the easiest outline I can give you: what do they need to do?

Why do they need to do it?

How does it get done?

That's the basic outline.

It makes whatever you want to talk about extremely easy.

And for you, that makes it easy to put in slides and stuff.

Before I put anything on the slides like this and make it look all pretty

for you, it's written on a notebook.

It could be in notes on my phone, all of that stuff.

It's always an outline before I make the slides or anything.

I want to get all my ideas out and clear and then make sure they

all align with this method because that makes sure it's valuable.

That ensures that it's valuable to the audience.

Now, I'm not saying you don't sell, because again, we're going

to talk about selling later.

I'm just saying you present your offer when necessary, right?

I've been going for about 10 minutes now, maybe.

If I just started selling to you right now, if I told you what my offer was,

wouldn't you look at me like, "oh, here goes another one trying to sell."

So, I'm not saying don't sell - it's about timing, right?

I haven't earned enough of your respect and attention and trust

to try to sell you something.

That's just the truth.

That's how you avoid being salesy is you build the trust first, right?

That comes first.

So now let's talk about converting.

This is the best conversion strategy.

So getting leads is really the second step to making speaking profitable;

the first one is having a great talk.

I don't care what anybody says, if you don't have a good

talk, you can't do anything.

The second is having the leads actually take some action,

actually going to the next step.

So I want to break down my lead strategy.

How do I get listeners and viewers from these events to go and check me out?

'Cause I can honestly say doing events is one of the best ways

to create another income stream.

Number one, it also helps you build your audience on whatever platform you want to

use, and it helps you build relationships.

So even though the person doesn't buy a week after the event, they could

buy in four months and six months.

Is their money going to be less valuable?

No, it's not.

You still want that client, you still want that customer.

So let's get into it.

Number one, ask for a follow online.

Now, again, this is going to build an engaged audience because if they

tuned in and they watch you talk for 30 minutes, 40 minutes, whatever it

is, they're definitely going to want to tune into more of your content.

So if you're like me - you have a podcast or you have a YouTube channel, all of

these different things - they're going to want more information from you, right?

So you tell them to follow you on the social platform that you actually use.

Now for me, I use Twitter.

I love Twitter.

I know a lot of people don't use Twitter, so I try to make an exception.

So I say Twitter and Instagram, and it works because it's the same exact handle..

so that's not really a problem, but you don't want it to be complicated.

Like, "oh, you can find me on Facebook at this name and the Instagram or

this name and email me here" because now there's just too many options,

there's just too many things going on.

So ask for a follow one place - only do two or three if they're the same exact

name; if not, leave it alone, ask for one.

Step number two is give them an action to take.

This is one of my favorites because this is what separates you, right?

I don't just say, "oh, go follow me over here."

Everybody says that.

I say, for example, "follow me on Instagram or Twitter and send me

your podcast so I can check it out."

Now that leads to me doing a podcast audit, that at least us

building a relationship, because I can start listening to their show.

I'm going to leave them a review on iTunes, right?

Now I've separated myself from everybody else that they've talked to because

I'm actually literally helping them.

And even if I just subscribed to the podcast, that's actually helpful to them.

I'm giving at that point; I'm giving them something.

And action area's about giving something, right?

Give them an action to take that's going to get them a result.

If you want them to download something, it gotta be a result.

Don't just tell them, "download this" and then there's a blank

result or it's something basic.

I don't really do short little five-page eBooks anymore.

It's useless.

It doesn't get you to a clear result.

You'll be better off with something like a checklist, right?

Because, "oh, well, I'll give you a podcast launch checklist

for the tools you need.

This is the best software.

Here's a promo code.

Here's a promo code to get microphones," all of that stuff.

Now that's valuable because I'm saving them money and time on recent.

So now that's valuable.

That's getting them a result after they go through that checklist: they'll have

all their equipment at a discounted price.

That's a win, right?

So you got to think of ways that you can get them quick wins so that they like you.

You have to actually help them.

Now, this is the thing I'm saying about sending something immediately, right?

This is the third step; this is where you get them to convert.

The coaching session is a good option if you have a particular strategy, because

again, you don't want to spend the entire time selling to them at the same time.

You don't want to treat them like their regular client.

You want to give them a peek of what that looks like.

So for me, I usually do hour, hour and a half sessions with my podcast clients,

depending on what level they're on, and we work on their marketing plans,

monetizing, all of that good stuff.

We talk about product development, all those different things.

When I connect with somebody from an event that has a podcast,

I tell them DM me their show.

I go and listen to it and then offer them a podcast audit.

Now, during the audit, we talk about ways they can improve their show, all

the areas where they're doing very well.

We talk about marketing options and then monetizing options, right?

So I'm not even selling them at this point.

I'm just giving them an experience.

I want you to walk away from the podcast audit with a very crystal clear marketing

strategy and monetizing strategy.

Simple.

Now, if you want more, we can discuss that.

But because you went to the event and all of that, I want to make

sure I provide you with solutions and get you to that next level.

So that's what I do is a podcast audit.

And that's just an example; I don't think everybody should be doing audits

or coaching sessions, but what you have to do is deliver a solution immediately.

send them to the social platform

that you actually care about.

I wouldn't send anybody to my Facebook page because I

don't really use it like that.

I'mma be honest.

I don't care for it.

So don't send people to LinkedIn if you've never used LinkedIn.

That don't make sense!

Choose the right one.

That's very, very important in the process.

Now, if you do want more information from me, hit me up on Twitter

@thecoachchris_ or Instagram, I'm on there as well @thecoachchris_.

I want you to send me a DM with your niche and topic.

Like, what topic do you speak on?

You never know - I may be able to get you on some podcasts

or some other speaking events.

Let me know what's up.

And I'm going to give you a free copy of my new book, the

Personal Branding Playbook, so make sure you check it out there.

Thank you so much for being here.

I'm super excited.

Again, if you have any questions, reach out.

I will see you all in the DMs!

I love that Chris laid out his strategy.

So clearly in his full session, he also covered his strategy to make sure

you have the right product to share on your summit presentation, so if

you want the full presentation, along with all the rest of the Sell With a

Speaker Edition sessions, go to sellwithasummit.com/speakeredition.

And make sure to leave us a review and let us know your biggest takeaway, too!

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