Shownotes
Welcome back to The High Profit Event Show with your host, Rudy Rodriguez. In this week's episode, Rudy dives into one of the highest-leverage skills an event leader can develop: the ability to deliver an offer from the stage in a way that feels authentic, service-driven, and highly effective. Whether you're hosting live events, virtual experiences, workshops, or masterminds, this conversation will challenge the way you think about enrollment and provide practical strategies you can implement immediately.
At the heart of this episode is the philosophy of "Enrolled, Not Sold." Rather than relying on pressure, persuasion, or outdated sales tactics, Rudy shares why the most effective event leaders focus on helping attendees make decisions for their own reasons. By understanding your audience's motivations, speaking directly to the challenges they face, and creating genuine connection, you can guide people toward meaningful action without compromising trust. It's a mindset shift that changes not only how you sell from the stage, but how you serve the people you're called to help.
Rudy also unpacks the anatomy of a high-converting stage presentation, breaking down the framework he has refined through years of experience and mentorship. He explains the importance of building trust before establishing credibility, addressing audience pain points before presenting solutions, and creating a presentation structure that moves people naturally through the decision-making process. Rather than relying solely on charisma or intuition, listeners will discover a repeatable approach that transforms presentations into powerful enrollment opportunities.
Perhaps the most actionable part of the episode centers on the often-overlooked call to action. Rudy reveals why even the strongest presentation can lose momentum if attendees aren't given a clear and compelling next step. From naming your invitation and framing its value to setting expectations and making it easy for people to engage, he provides practical guidance for turning interest into implementation. The final moments of a presentation can often determine its impact, and this episode offers a blueprint for ensuring those moments create clarity instead of confusion.
If you're an event leader looking to increase enrollments, deepen trust with your audience, and create experiences that generate both transformation and revenue, this episode is packed with insights you won't want to miss. Tune in to discover how to move beyond simply delivering content and start creating presentations that inspire people to take action. Because the goal isn't to sell people—it's to serve them so well that the next step becomes the obvious choice.
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Website: https://virtualeventsalesteam.com/
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Transcripts
[00:00:00] Hey, we're about to get into another section that's potentially one of the most high leverage things that you can learn as a skill. There's a quick little side story. I don't know where the origin of the story is or how real it actually is, but, there is a story that goes around that says Warren Buffett basically, keeps like one thing on his wall, and it's not his diploma.
[00:00:19] It's a certificate from a speaking, training, communication type of program that he'd done, basically to make the point that investing in yourself and specifically in the skill of presentation and communication and delivery is the most valuable investment that a person can make. Again, I don't know how real that actually is, or people are just leveraging his name or some comment he made at some point.
[00:00:43] But, the point I'm making here is that our next component here is we're gonna be talking about delivering your offer. Having an offer and delivering an offer are two different things and being specific here, I'm referring to delivering your offer one to many. As in this guy, you can see he's standing in front of an audience.
[00:00:59] So there's a one-on-one delivery, which we'll talk about in the next module. This is gonna be the one to many delivery. Okay. Show of hands here, who here has spoken before? Whether you made an offer or not, who's spoken before on stage, like you've been in front of people? Put your hand down. Okay, who here has never spoken in front of a group of people before?
[00:01:19] Okay, good. So no one here. All right, good. So this is gonna apply to each and every one of you. Tune in, lean in. We got eighteen minutes and thirty seconds of gold coming your way. All right, here we go. Enrolled, not sold. So it's a philosophy I learned from my mentor, Scott DeMoulin from Destiny Training, which I'm gonna give him full credit for this framework that I'm sharing here.
[00:01:39] Scott is a speaker trainer. You can look up his website, engagefromyourstage.com. He is not one of those mass market, big seminar speaker trainers. He actually just works with invite only. He's had his career. He's been there, he's done that. But if you're an advanced speaker or you wanna develop advanced speaking skills, and you wanna be considered for one of his boot camps intensives, check him out.
[00:02:00] He's phenomenal. One of the greatest teachers that I've learned from in my life, for sure. So enrolled, not sold. This idea of having people do things for their reasons, not just because you want them to. I'm oversimplifying here, it's like how do you engage in a way that's meaningful for them, not just you.
[00:02:18] So let me go big picture. What is the anatomy of a speech? So I'm gonna give you a framework, again, that I learned from Scott Demoulin of Destiny Training Systems, and this framework, write it down. It might be on the handout, but just write it down anyways. I'm gonna go big picture. I invested a lot, significant amount of dollars and four days of like ten hours a day in a room to learn, implement this, and I not only went once, but I went...
[00:02:40] I was not that smart, so I went a second time and then a third time, to make sure that I learned it. But it's not gonna do it justice. I'm giving you the big picture here and then, but I will drill in on the final component, which is the call to action, which is probably where a lot of you could benefit the most from.
[00:02:55] So first and foremost, when delivering any kind of presentation from the front of the room, one to many, the most important thing is building trust with the audience. It's the hardest component, but once you've developed trust and rapport, you can make a mistake, you can fumble around, you can make a poor offer.
[00:03:12] I mean, Alexander, I love you, man, but you have such great rapport with your audience. I remember watching a Choice event, you just say the wackiest things, and you do a good offer, but I think it's because you've built such great trust and rapport that people give you so much grace, right, when you-
[00:03:28] Yeah, it's a problem, actually. I often do not have to develop skills because I'm so intuitive, and so I'm actually really excited to hear what you have to say about this because I'm totally clear I am undermining my sales by not applying standard process, and I just have the blessing and the curse at being enrolling or whatever.
[00:03:46] So like I can't wait to take something I'm good at and put a structure around it 'cause I could do so much better. But I think, quite frankly, I mean, the fact that I make money at my events blows my mind. Like I think I have a lot of room to grow with my offer. Perfect. Okay, we'll continue here.
[00:04:04] So, anatomy of the speech, first step is trust. What is the best way to build trust with another person? We've hinted at it before. It's the theme through this. It's talking about their problems. The more you can describe someone's problem to them, as well if not better than they do, they trust you.
[00:04:20] I've said that a few times, I'm gonna say it again. But it's not just their problem, but it's also saying in a way that is education-based for them and also in a way that is gonna have them lean in. And what I mean by that is use specifically... I'm gonna give you an example of this in a moment because I will deliver an offer, and you will see these components at play.
[00:04:39] Opening up with statistics, trends over time of the industry, wow statements, things that have them lean in and be like, "Wow, really?" And not just talking about me, my program, my offer, my coaching, me, me, me, me, me. By the way, me, me, me, me, me is the source of all human suffering. So, turn the me into they and their problems, and you'll make more money and you'll be happier.
[00:05:03] But, one of the ways to do it is to be an expert of your industry that you serve. So if you are, helping women lose weight, as an example, having an understanding of the industry at large and being able to share trends about the industry at large or in dental practice, being able to share about dental practice or the lack of what happens if you don't, have proper upkeep for your children with dental or whatever that might be.
[00:05:25] Being able to share statistics about the industry that you serve positions you as an authority, and it allows you to stay away from having to talk about yourself so much. There is a time to talk about yourself, and it actually comes in the logic phase. So the percentages are based on the amount of time that you have.
[00:05:39] You can scale up or scale down. You have three minutes, you have thirty minutes, you can scale this, scale this down. Logic is ten percent of the allotted time that you have. After you've developed trust and you've built some rapport, then you can say a few things about yourself, who you are, who you help, how you help them, maybe some results that you've helped them produce.
[00:05:56] Anything that's specific is just like who I am and how I help people and it's okay to pat yourself on the back and point to the results that you've produced or helped others produce. But notice how it's like after you're forty percent of the way into your presentation. How often do people go into a presentation.
[00:06:14] And be like, "I'm the greatest. I don't know who you are. I know nothing about you, but I'm about to tell you my life story and how awesome I am and how what I'm gonna sell you is the best thing since sliced cheese even though I have no clue what you need." Have you ever experienced that before? Let's be honest, like some form of that.
[00:06:31] Yeah, you probably didn't buy, did you? Yeah. People don't care. People don't care what you know until they know you care about them and that you can relate to what their needs and problems are. So yeah, there is a time and a point, but it's well into your presentation. Pain. Coming back to the pain.
[00:06:47] Going deeper into their specific pain. So the trust phase is where you can speak more broadly to the industry, kinda like the greater problem and then the pain section is where you can speak specifically perhaps to their particular pains, that your solution is then the next logical step two.
[00:07:04] And then the solution itself. So, making sure that what you're offering them is an obvious like, oh, this solves this problem, there's a saying that goes, "People do not want a hammer necessarily," they want to put a hole in a wall, if you've ever heard that expression, they don't really care about the process.
[00:07:19] They don't really care about coaching. They don't really care about the method so much. They care about how you're gonna solve their pain or help them get what they want, how you're gonna make it go away. So the more you can speak in terms of those specific and tangible concrete things in your solution phase, the better you're gonna be.
[00:07:37] And again, I'm gonna give you an example of that here in a little bit. Okay, call to action. Again, like this is very formulaic. It's 40% trust, 10% logic, 20% pain, talking about their specific pains, 20% solution, which is where you can start to talk about your solution. But notice how it's separate from the call to action.
[00:08:00] The call to action is its own very distinct step where you're asking them to take action. It is a call. I am calling you to take action, so the call to action, notice how it's its own distinct step. Who here has perhaps struggled with that before? Like, hey, you're talking about your product, your program, and it's kinda getting gray and muddled, and it's like, ah, what do I do next?
[00:08:22] Yeah, I see hands flying right up right there. It's like kinda that gray zone. You want it to be two completely distinct and separate kinda components and when you get to the call to action, it just is that. It's the end of the conversation or the train, it's like at that point just comes to a logical conclusion of the next step.
[00:08:41] Alexander and I were actually talking about this at dinner last night. You build the case such that at the end there's really nothing else that's left that needs to be said per se, and you allow for some space for people to make a decision or choice. Again, this is one to many, of course.
[00:08:53] This is different from a one-to-one scenario, but there are some similarities, in that context Okay. Let me go back here. So what I'm gonna do here in a moment, I'm gonna kinda walk you through a little bit more 'cause this is gonna be relevant to your exercise. We're gonna dial into that last box, the call to action.
[00:09:11] I'm gonna make the assumption that you have a presentation, you can talk about your industry, you can talk about yourself, you can talk about their pain points. You have your offer, which is the solution per se, but it's not the call to action, it's not the call to action.
[00:09:26] You have your offer like, "Here are the components of my offer, and this is how it solves your problem." That's its own thing. And then there's the, "Hey, this is the next step for you to take." Okay? We're gonna focus on the call to action. For this workshop, since several of you are, either coming to the studio to do a one day or maybe you're speaking at other stages, I would say if you have a premium offer, the next best thing to do is your call to action not to be like, "Hey, here's my ten thousand, twenty, thirty, thirty thousand dollar coaching program."
[00:09:52] It's like, "Hey, let's have a call together, where I can better understand your needs and provide some clarity or speak to the specific outcomes that you're looking for. And at the end of that call, we can determine whether or not it's a mutual fit for us to work together further or deeper from that point."
[00:10:08] So we're gonna take a few minutes to go deeper into box the fifth box, call to action, and then in the workshop here in a moment, you're gonna be dialing your call to action, and you're gonna be practicing your call to action and we really just wanna make sure that everybody has, their thirty second or so call to action 'cause you can do all that, but if you don't have the last thirty seconds, then it's kinda fumbles.
[00:10:28] So making the assumption that your call to action in this case is going to be to have people book a one-on-one session with you so that you can have a further conversation, this is what I recommend. You actually want to make sure that that offer is actually interesting and valuable to them. It's not like, "Hey, let's have a chat.
[00:10:45] Hey, let's talk sometime.No. It is a hot session. It's a hot introductory session to what my services are that I can offer. You wanna give it a name, a clear name, not, "Let's just chat," or it's gonna have a name. You wanna have a promise for what they're gonna get in that session with you.
[00:11:04] Maybe even just a little bit of a preview of kind of some of the things you'll cover in that session, and ultimately invite them to book that session with you. And it's something that you can say in thirty seconds. Let me give you an example. So this is actually an example from one of my friends, Tarrant and I actually both know this gentleman. He was a mentor of mine many years ago.
[00:11:24] He's a dear friend of mine now. His name is Christian Mickelsen. He runs a program called, Free Sessions That Sells and, The Client Sign-Up System, and he's very big on this, like offering an introductory session to get people to become clients. And so let me give an example of what he would use.
[00:11:37] So he would say as an example, "I help business owners." So it's who you help and how you help them, "I help business owners." To double or potentially triple their sales and their profits. And you would call it, just make it up, say, "Skyrocket your sales and profits, coaching session." You see how there's a benefit that's listed in the name, skyrocket your sales and profits?
[00:11:59] Can you guys see that? Does that make sense? See, there's a name that's more than let's have a chat. It's like, hey, lose weight fast. Find peace now. Find love now. Sleep eight hours tonight. Whatever that pain is that you're relieving. Do you know? Feel stress be gone now, right?
[00:12:18] Stress-free life. Putting some illicit benefit into your naming or at least a process, it's more than just, "Hey, let's have a chat." You wanna have a name to what it is that you're offering them, what it is that you'll get. So in this case, in the session you wanna say how much time it's gonna be.
[00:12:32] "Hey, in this forty-five-minute session, in this sixty-minute session, in this twenty-minute session, we're going to discuss your business, identify what are the number one challenge or roadblock that's holding you back. And by the end of the session, you'll leave with confidence and clarity on what is the next best step for you.
[00:12:49] And also, if it makes sense at that point, we'll determine if it's a mutual fit for us to work together on a longer term basis." You see how that's a framing? So my invitation to you is to book an appointment, here's my calendar link. Schedule it right now. And then it's gonna be a Zoom call.
[00:13:05] It's good to frame it as well, like let 'em know what to expect. It's gonna be a Zoom call or it's gonna be a phone call. It's gonna be X amount of time. Pick a time where you can be fully present and spots are limited. You always wanna make sure people know. And will you promise to give me a call if you need to cancel or reschedule?
[00:13:19] Before I give you my Zoom link, because I'm not charging for this. Normally I charge for my coaching, which I'm sure most of you, if not all of you do. You normally charge a hundred dollars, two hundred, five hundred dollars, a thousand dollars an hour. I'm willing to give you this complimentary session.
[00:13:33] But what I ask in return is that you please honor the session. Give me a call at least twenty-four hours in advance if there's an emergency and you need to cancel or reschedule. Is that fair? Most people will say, "Yes, that's fair." Or even if they can't respond, yes, you're still framing it so they know.
[00:13:47] And you see how all of this is much more than just saying, "Hey, let's have a chat. Let's connect some time. Come talk to me if you wanna talk about coaching. If you're interested about my programs, let's meet up." Those are all very informal. You need to set a formal time to have a proper session, a proper hot introductory session.
[00:14:06] So show of hands, is this making sense to y'all? It's making sense? Okay, cool. I'm gonna grab something real quick 'cause I wanna grab the worksheet and just kinda talk through it, 'cause in a moment we're gonna have each and every one of you, just dial this in. Like, what is this for you?
[00:14:24] So on this worksheet, it's called the call to action offer worksheet. You're going to name your session. It's a hook. So I have an example there. Sales flow analysis, client growth strategy session, a revenue breakthrough call. Again, notice how there's like something in the name that implies benefit or at least process.
[00:14:46] So that's your name. So have a name for the thing that you're offering as a next step for you. What is the result or the outcome that you help clients get? So I gave the example, hey, I help event leaders to double or potentially triple the amount of, clients that they enroll into their mastermind programs,
[00:15:03] Within their multi-day enrollment events, as an example, or I help business owners to double or potentially triple their sales and their profits. Whatever it is, you communicate what the benefit is, the result that you help them produce. Doesn't mean you have to help them produce that on that one session, to be clear.
[00:15:16] This is just what you communicate, how you help people. What you'll do in the session. So you could give a couple points, I would say three to five at the most. You can do one. Just say, "Hey, on this session, it's gonna be forty-five minutes." Maybe if it's a healing session, right?
[00:15:31] Like, "Hey, you're gonna wanna be somewhere comfortable 'cause you're gonna lay down. We're gonna do a process together and, at the end of this process, we'll identify what the biggest hurdle or holdback has been for you energetically or otherwise.
[00:15:43] And, at that point, if it looks like there's something that we can work on together long-term and mutually fit, we can discuss that at that point. Is that fair? Great. Okay, perfect." And then you'll write your call to action, and be really clear here. What is that call to action? Is it, "Here's my calendar link, schedule the appointment"?
[00:15:56] Is it, "Here's my phone number, give me a call," which I don't recommend, they won't call you, or you're gonna have to deal with phone tag. Or is it, "Hey, put in your email," or, "Fill in this form, give me your phone number, and I'll give you a call"? Whatever that is, just be really specific on what that is.
[00:16:10] Is it secure deposit, so fill out an application? Whatever that is for you, just write that in there. And then I gave a simple template there. Hey, I'll use one of my friends who runs a weight loss company. So, in forty days, help you, lose twenty pounds or more, improve your energy and, create your summer body, that you're looking for.
[00:16:29] So that's kind of like the big picture of what he does and say, "Hey, in this session we're gonna do a body fat analysis, figure out a custom program for you, and then figure out if we can help you achieve your outcome." Anyways, it's all here.
[00:16:41] It's all in this framework. So here's my invitation. Just fill it out. There's a few extra questions. Take five minutes, fill it out for yourself.
