In this episode of The High Profit Event Show, host Rudy Rodriguez sits down with Colin Yearwood, a seasoned sales strategist who has supported over 100 live and virtual events and facilitated more than 2,500 enrollment conversations. With over $4 million in coaching sales attributed to his methods, Colin shares his powerful, experience-backed approach to transforming event sales—by focusing on preparation, practice, and genuine human connection.

Colin brings years of hands-on experience working with coaches and consultants to help them move from inconsistent sales to dependable, scalable results. His strength lies not only in his impressive numbers, but also in his ability to blend practical tactics with a deep understanding of service-based selling. Colin’s sales philosophy centers around empowering others, and his presence on the show delivers a fresh, inspiring perspective for event leaders looking to optimize their conversion rates without resorting to pressure-driven tactics.

One of the central themes of the episode is the idea that sales success begins with strategic preparation. Colin points out that while most event leaders obsess over marketing, speaker flow, and tech logistics, the sales element is often overlooked. He makes a compelling case for treating sales preparation with the same level of care and intention, starting with defining clear roles, selecting the right sales professionals, and training them to be aligned with the tone, values, and messaging of the event.

Another key takeaway is Colin’s insight that practice removes pressure. He breaks down how practicing the delivery of the offer—especially the investment amount—can change everything. From body language to tone of voice, pacing, and mindset, Colin shares how sales professionals can build confidence and congruence through repeated rehearsals. He emphasizes the importance of role-playing and refining how pricing is presented so that sales conversations feel natural, not forced.

Finally, Colin highlights that connection must always take precedence over conversion. He explains that the most successful sales professionals aren’t simply trying to “close deals”—they’re focused on being fully present, listening deeply, and serving from a place of alignment with the event experience. When sales are rooted in service, conversions happen more naturally, and attendees feel seen, heard, and understood.

This episode offers both tactical strategies and deeper mindset shifts for anyone involved in selling during events. Colin’s wisdom will challenge the way you think about event sales—and inspire you to approach them with more preparation, authenticity, and purpose. Don’t miss this insightful conversation that could reshape how you sell forever.

Want to connect with Colin?

Website: https://connectwithcolin.carrd.co/

Sales Coaching Gym Community: https://www.skool.com/coaching/about

LinkedIn: https://www.linkedin.com/in/yearwood/

Facebook: https://www.facebook.com/colincyearwood

YouTube: https://www.youtube.com/@ColinCYearwood?themeRefresh=1

Hello and welcome to today's episode. Today we have a special guest with us. Mr. Colin Yearwood from Tampa, Florida. Welcome, sir. It's so great to see you Colin, my nickname for you is Mr. Results. It's been so much fun going back with you for so many years and we've known each other, gosh, for I think since 2017, 2018 we've known each other. We've got to do a lot of things together over the years between events, you've been to some of the events that we posted, you support live events, we've worked together on events. In fact, you've actually supported from a sales capacity over a hundred events between virtual and in-person since 2019 and for our audience here, who’re just kind of meeting you for the first time, you are a known as a sales expert, a sales teacher, coach trainer and you've helped over, goodness, so many people. You've done over 4 million in coaching sales yourself at these various events and you personally have done over 2,500 enrollment conversations, so you learned a thing or two about doing sales and doing sales at events and you now work with coaches and consultants to help them go from making their first sale to hitting five figures in a month and building the businesses that they love without all the stress and awkward scripts and feeling like they have to convince people to buy. All those key sales techniques. You're all about helping people have competent conversations that get them clients. It's great to have you on man.

Here on this show, in true fashion, we like to jump right into the value that you have to share with our audience and again, I think if you have a really neat unique experience in the fact that you've supported from a sales capacity over a hundred events live and in person in the last five, six years and I'm curious, what has been the number one factor when it's come to getting results, getting improving sales, and getting sales at live events, what do you feel is the number one most important factor when it comes to doing that?

The one factor of getting results, sales results at events, is preparation. I found that a lot of people prepare for every other aspect of the event other than the sales part of the event and I found when you do prepare, you spend time in that preparation process, it sets everyone up for success. That those who are selling the clients, who are coming to the event, and the event as a whole, is preparation.

I think the saying goes, luck is when preparation meets opportunity. I'm really curious, to go deeper on you, on this subject because oftentimes, especially on this show, we people are top of mind, is how do I fill the event? How do I fill the event out? It's important because if you don't have people who will come to your event, you don't have an event. But it's so easy to get so focused and taken in by filling the event, that the preparation for the sales that you'll do at your events, much less the other aspects events, it can fall off and I've seen sometimes people just show up to the event like figuring it out as they're doing the event or maybe bringing in friends or volunteers or clients to help them out with doing sales at their events. I'm curious to hear your perspective, your experience with some of the common mistakes that you maybe see at events, the ones that you supported and how you've done things differently from a prepared preparation perspective to get there.

Yeah, so you mentioned some of the mistakes is bringing in, making it, the resources you're bringing in as a secondary factor that focus it on who's gonna support the event from a sales point of view. So the first thing I've seen success with is being intentional about the type of person I want to be at this event and what their focus will be. The person will come to the event to focus on nurturing the audience, having conversations, but also selling the offer. So being very clear on what type of person you'd like to support you and then start Intentionally finding those people and working with someone like you, Rudy. I'm maybe bringing in a sales team that already had vetted experts that's aligned with your vision, in the way that you go about running your business. So that's the first thing. Finding the right people. The second component of it is invest in a time to train those people in a way that's aligned with your messaging, with your offer, and how you expect your audience to be treated. The kind of service you'd expect them to get and that goes deeper into spending time sometimes even going through your offer creation with the sales team as you're creating the offer. You may have them in the room and you ideate, hey, this is what it looks like. This is why we're doing this and give a bigger picture as to what is your intention around the offer early along in the process so they can get their values, get their beliefs, get their mind aligned with that process. So that's the beginning of the process.

Okay, great. So the beginning of the preparation process there's a lot there. Let's maybe break down a little bit more because I think it's easy to get caught up in all the things that need to happen. Where do you start when it comes to preparing for the event? I think we're talking about practicing, right? So can you tell us more about that?

Yeah, I love the free, the same practice, remove pressure because when you practice and you're well versed at what you do, when it's become second nature, there's remove the pressure in, out of the room because now, I know how to do this. I've done this. I've had the reps. So what practice could look like is number one, show it up, having the sales team or the salesperson show up to the event or show up to your course. If you have material that leads up to the event, have them participate in your content. That's one. The first way is they can start getting some practice. So what is the message in and how do you communicate with your audience? Then from there, the practice goes now into how do you want to communicate at the event with the script, is with the processes and with the offer and going over that offer in multiple ways, in a way that's aligned to the outcomes that you desire for your clients to have.

Awesome. Okay. I like the saying practice, people say practice makes perfect. But it's this- perfect practice makes perfect. So practice makes permanent, as they say. I love what you said is practice removes pressure and practicing in advance of the event, as the event leader, think practicing, how you're gonna deliver your talk, your frames, your presentation. But also as a sales professional and maybe a sales team, having the team practice in advance, study or you practice drill rehearsal. So it gets to the point where people feel natural about it. So when it comes time to go live, the pressures off because it's been practiced several times. Anything else you want to say about that point because I think it's so easy to just quickly brush over this.

Oh, yeah, of course. I mean, I don't need to practice, think seasoned salespeople. I found a lot because I know this process already and you may know the process but you may not know the offer or how to communicate that offer in a way that I had specific for that particular client. So I'm a big fan of role plays, having taken as many opportunities to role play either the entire sales process or some parts of the sales process, especially the offer because if you're a seasoned person at selling, you're selling multiple offers over time. Every offer is different. So being able to understand how to communicate the value of that particular offer and one of my favorite parts to practice is the pricing because you want to have, I love having that memorized. It flows off my tongue like second nature. I don't want to stumble when it comes to sharing the investment because I want to transfer that certainty around it and if you're mumbling about it, or if you're not sure about it, it takes a little bit of the certainty out of the room. So going through that process and doing role plays, doing practice on your own. One of the things I've done a lot of is practice in the mirror. Just practice mainly, I always mainly practice the offer in the mirror because I want to see what my facial expressions are as I'm sharing that offer, as I'm talking about certain components of it, and through practice the other thing I realized, really you realize where what wears them, some things that you're talking about that doesn't really resonate with you or you may not fully understand. So that gives you a pause. Okay, let me just investigate this a little bit. This is where I can go back and ask questions and get clarity about, okay, tell me again, what does this do and why are we doing it? Why are you offering this? And you get that deeper sense of ownership of the offer. You're not just showing up to deliver these words you were, like you're owning that offer. It's your offer that you're selling, that you're delivering.

Amazing man. I love the role play, the power of the role play, and specifically practicing delivering the investment amount. I think I oftentimes find that that is one of the biggest challenges and opportunities that oftentimes gets overlooked in our minds. Like, oh yeah, the program is, it's called, it's $10,000. It's just so easy. We know that but to practice how do we deliver that, and I would deliver that in a way that's a process that rolls off the tongue, that flows and you say it with certainty with confidence. They say that only 7% of communication are the words that you're using. I think it's another 38% is the tonality. Are you ending with an upstroke or a downstroke with certainty? And then the other was at 65% roughly or I don't know what the other number the balance is physiology, your physical body and if you're in person, that's one thing and if you're virtual, that's another. But practicing all those things besides not just the words, and I find that with numbers specifically, most people will rush it and most it seems, like to me, most people struggle sometimes to follow a number, especially if it's like you're adding up numbers, subtracting numbers or saying there's a special whatever. Taking the time to practice delivering the investment amount makes a world of difference, oftentimes where people get lost. I've actually never had anybody on this show talk about that and it's such a subtle nuanced thing that most people probably never even think about or ever think to do or don't do. They know to do but don't do it. But I could not overemphasize the value that whether you're saying it from stage as the event leader or you're saying it from the back of the room as a sales professional, taking the time to practice delivering the offer. So big thank you Colin for emphasizing that and as you did. Just as you did a second ago there, you slowed down as you shared that part of it and that's one of the things I've learned about delivering the investment is slowing down and giving people a chance to process the numbers, especially if you're going through price anchoring and coming down with it, some incentive pricing and a deposit is being able to be deliberate and slow down as you share that so they get an opportunity to process exactly what's happening. What's the next steps and what the overall value looks like for them?

So that's one of fun parts. I guess that's the sales nerd in me but that's one of the things I really enjoy about the process is being able to speak in a way about the offer that not sabotage the entire presentation because I find if you don't present the investment properly, it could sabotage the entire presentation because you're getting a lot of questions and taking people's mind off of the results and the transformation that they're looking for.

Exactly and the saying goes when two or more people meet, the person has more congruency and more certainty will influence the other person. So if you're wishy-washy with, I don't quite know what the numbers are, I need to go look it up, that takes away from that certainty and congruency. So many things around this one little thing. Colin, I think you hit like a bullseye right here for the audience listening to this. If you are making offers at your event, front of the room or back of the room, I cannot overemphasize the importance of this one little thing. If there was only one thing you could practice, it would be this thing. Practice the delivery of not just your offer, but in your value stack and the investment of your program and the words that use it, the tonality that you use, and the physiology behind it as well. Again, when two or more people meet, the person who is more congruent will influence the other person. Thank you, brother. That brings us our next point. You and I were talking in the green room about this idea of sales being aligned with event messaging. Can you tell me a little bit more about that?

So many times you'll find some people drop sales teams in and they're just there for a selling portion of the event. They haven't been there all three days or if they're there all three days, they've not participated in the event. One of the things I find is really a line in the whole sales presentation, sales conversation with the event, is being present in the event from the beginning all the way through. Yes, it's an investment you make, but I think the investment ultimately pays off because it allows you to really understand and reference at times what was spoken about from stage. You may have some specific references you can bring people back to you to understand, oh, this is how they say certain things, these are in this, an example that the presenter used I can now use that and reference it, do you remember when they said this? Understanding the way that the presenter communicates throughout the presentation, you can mirror that to align with how you share your offer and kind of, if you're not part of that person's ecosystem, always it makes the transition a little smoother as you speak into the client because they're hearing one type of method from stage and then they're hearing the same, some congruency as you speak to them. You're speaking to them in the same tone, using some of the same words, using similar language, using the same frames that you've heard. You can pick that up, put that into your conversation and like bring people back to, do you remember when he said this? Reference in those things. You remember that example, that testimonial that was shared on stage? It makes you feel more part of the process but also makes the potential client feel, oh, wow, this person is here for me. They're involved in it as I am too. They're invested in it as I am, too.

Awesome man. So an important part of preparation is preparing the message, aligning the message and having anybody who's representing the message or the sales aligned with that. So critical and last but not least, in the green room, we discussed this idea of focusing on service and connection and the sales will follow. Can you tell us more about that?

But really I'm a big fan of presence over performance and what it means to me is working on myself. Getting me into the state of me being present there, leaving whatever troubles I'm having in my personal life or I had that morning, to get to that event, out of the door and be present for the people in the room. That I find that helps create a deeper connection with people and it makes people feel like you're there for that and because you're free, because you're present, it allows you to feel a little more connected to that person. You're more open to listening. You're more open to serving. It becomes less about you and about the person in front of you as it aligns with the offer, with the presentation, with the event that is happening, and when you focus on serving people and it's maybe something, sometimes it sounds cliche, but it's been my experience when I focus on being present and serving people and looking for the answers to solve their problem versus focus on, oh, I need to close this deal, the process becomes a little bit, a lot more smooth and there's a lot more deals closed when you show up that way.

Yeah, being outward focus versus inward focus. How do I solve their problems versus how do I get something from somebody? An energy and people pick up on it. They pick up when you're trying to get them and when you're trying to serve them. One of my favorite quotes I've learned from Tony Robbins is the idea that life serves that which supports life. So when we're in support and in service of others and creating value for others, it's invariably the money and the sales. All that stuff follows, as easy as we're saying here. Awesome, man. You've made some really, really great points on preparation in the importance of preparing for having sales success. It doesn't just happen. In preparation is for the luck. The seven-figure events, at seven figures in sales, happens when there's a lot of preparation as well as a little bit of luck. Or where, I guess, when the preparation meets the opportunity. Colin, just as we start to wrap up here, any like points that you want to make or final comments, remarks for our audience just kind of bring it all home?

This is gonna encourage the audience to do is put the same level of emphasis on the sales component, the sales process of the event that you do, and marketing that you do, and preparing for the event, is give it the same weight. And maybe if you're not able to do that yourself because of all the other responsibilities, it's find someone that could support you fully and be totally present for that area and maybe be early the liaison between the work you're doing with your messaging to get people to the event, with the work you're doing as to the presentations and help them bridge that with the sales sales team or that person who's handling sales. So spend some time investing that time into the sales process and I believe you'll see better results. Not only for yourself, but you'll create better results for those attendees.

Awesome. Take the time, invest the time to prepare, not just from the marketing but also from the sales process. Yes. Thank you, brother. Great having you with us today. Thank you for sharing your expertise, your experience and your wisdom and for our audience members who just love what you're sharing here and they want to learn more about you and what you do, what would be the best place for them to follow you?

I keep it simple. Colinyearwood.com, c-o-l-i-n-y-e-a-r-w-o-o-d dot com.

Okay. Awesome, and when they go to colinyearwood.com, is there anything specifically you would invite them to do?

So there's a link to my calendar. If you want to jump on a quick conversation, I'll be happy to do so but also there will be a lead magnet there that shares my perspective of selling. It’s more of a personal development and communication process than just tactics and objection handling as people see it.

Awesome brother, thank you for being with us and thank you for sharing your website. That's colinyearwood.com. We're gonna go ahead and include that here somewhere near the video or the audio or the notes. Colinyearwood.com. Go there. Check out his website. You can book a consultation with him if you want to chat with him about sales at your events or just sales in general. If you want to improve your sales, Colin's a great resource. Then also there'll be a lead magnet there for you guys as well. It's a little goodie in the near future. Thank you, brother. It was great to have you on today. Thanks again.