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Do's and Don'ts for Selling at the End of Your Presentation

How to make a successful offer.

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Do’s and Don’ts for Selling at the End of Your Presentation

 

Dogs have it sooo good! They don’t have to think about do’s and don’ts about presenting.  Heck, they don’t even have to do presentations. They sleep, eat, play, and then repeat, sleep, eat, play.  As far as presentations go, they might do a little begging and pleading and are usually very good at it. The only thing they want from you is your attention and your love. Well, as far as blogging goes, photos are compelling so I uploaded a photo of my sleeping beauty, Autumn. She makes sleeping look so good. She’s a very compelling presenter too.

Now to the topic at hand, have you ever failed at providing an offer at the end of your presentation? If so, don’t feel alone. Failure possibly means that you may have rushed through your offer at the end and sloppily let people know about it.  Then no one signed up for it or expressed an interest. Basically, you priced it higher than the value you presented. Ultimately, you did not provide enough know/like/trust factor.

The goal is to make your offer so appealing and such a good offer that anyone would be foolish not to sign up for it. Here’s how to do it:

Your presentation content should tie closely to your offer, but you must not sound like you are selling during the majority of your talk.

  1. In other words, without giving away everything in your offer, give away a couple of details that will help people whether they buy from you or not.  
  2. The key is to provide valuable content, but not everything. When they buy from you, they get the details or the software to make it easier.
  3. For example, let’s say you sell business financial software that makes payroll easier. Your presentation would be about how to do payroll, the steps, etc.
  4. Your offer to purchase your software would then make the steps super easy because it would be automated.
  5. So, your presentation is about how to do farming, and your offer is farming made easy.
  6. Do not describe your offer during your presentation, only at the end.
  7. Your presentation has to provide meaningful, valuable content that the audience can use immediately whether or not they buy from you.  
  8. If your whole presentation sounds like you are selling, you will fail.

Prepare your offer so that it creates value and is at a special discounted price just for today.

  1. At the very end of your presentation, introduce your offer.
  2. Tie it to your presentation so that when you start talking about it, the transition is seamless. You can say things like, “Now, if you want to make the payroll process fast and a smooth process, I/we have a special offer for you today. Our EZPayroll Software takes all of the manual tasks and automates them in 3 easy steps. Plus, we provide you with a short, yet comprehensive video tutorial that takes you through the setup and implementation process. The video is only 15 minutes. And, you get a user manual for easy reference.  If you have questions that aren’t covered in the video or manual, we offer free support by email, chat, or phone from 5a to 11p pacific, 5 days a week. This software offer is normally $X, but today only as a special gift to those attending today, we are offering it half price (or more than half off) at $X.” Notice how everything you said before is tied into the close and offer.

Price your offer to match the value that you have provided.

  1. If you are giving a 20 minute talk, don’t offer something that’s $150 dollars or more and certainly not $1000. You have not had enough time for people to know, like and trust you for those kinds of investments.
  2. Your offer price has to equal the know/like/trust factor. If you are speaking to a brand new group of folks that may not even know you, then you have to provide a lot of valuable content that will equal your price. A price of $97 or less usually works because they might only need to like you a little bit, but they love what you are providing. For that amount of money, the only trust they need is that you sound like you know what you are talking about.
  3. To sell something that is $150 or more, you need to be in front of an audience who already knows you, likes you and trusts you. Usually, these types of products are either offered at free events or conferences where emotions are high and you are more well-known by more people.
  4. Follow what the pros do. They usually offer products/services that are $50 to $97 and then once you are a client, they continue to provide you value and will offer you more products and services that go up to thousands of dollars. But, they continue to provide value that builds their brand, and builds your trust in them.

Provide a way for your attendees to easily sign up for your offer.

  1. Have a sign-up sheet for each attendee that you hand out after your talk.
  2. It should have a place for them to check off to be added to your mailing list if they don’t want to take advantage of the offer today.
  3. Additionally, you can add a place for people to indicate that they would like to be contacted for a complimentary or paid, but discounted, coaching session with you.
  4. Provide a place for their credit card information or if they want to pay by check.
  5. Make it so that they can tear off a portion to give to you and have something to keep that has information about what they bought and how they can expect to receive it.
  6. Make sure it’s on quality paper and it has your logo and contact information on the part that they keep.
  7. Alternatively, have a separate sheet they they keep that has the information about the offer and your contact information.
  8. Your sign up form is a key logistical step to help people continue to have a relationship with you in some way.

Lastly, be sure to practice your presenting your offer.

Do you have any tips for successful sales after a presentation?  I would love to hear what has worked and not worked for you or what your experience has been.

I will be using this exact system on Thursday, August 29, at my next workshop on Mastering Public Speaking. Please come! I’ll be guiding attendees on how to become confident, engaging, compelling speakers. My goal is to provide meaningful content that will help people and to offer my online training system at half price.


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Pam Terry

Pam Terry is a public speaker coach and marketing strategist who has helped hundreds of people become compelling speakers and get business from speaking. Her straightforward style empowers experts to experience joyful self-expression. And, her talent for creating structure and systems enables her clients to accelerate their success! For more tips and resources, join The In Demand Speaker Official Group on Facebook at www.facebook.com/groups/theindemandspeaker.com.
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10 Comments
  1. Lisa Mallis says:

    I love how you modeled this concept with your call to action at the bottom! Your post tells us all about how to set up a presentation to sell a product, then you tell us how we can purchase or attend a presentation for more information! Brilliant!!!
    I especially appreciate your wording on how to make the transition from presenting to selling seamless. This is an area I have faltered in the past.
    Any suggestions on how to find the line between just enough and to much information during the presentation portion?
    Great post!
    Lisa

    1. Pam Terry says:

      Thank you Lisa. I appreciate your encouraging comments. 🙂 Regarding your question on how much information to include in the presentation, what I recommend is to look over your information product and pull out the high points, making sure you give people some nuggets. Ask yourself this question, what is in my product that they would say – “I need that.”
      In my case, my product is so comprehensive, there is no way that I could provide all the info within 20 minutes or 2 hours. What’s interesting to me is that even though I tell people basically what to do, they want someone to hold their hand and give them the step by step which is what my product does.
      I hope that helps.

      1. Lisa Mallis says:

        It does help! Thanks so much for the additional info.

      2. Pam Terry says:

        What I meant to add was that when you identify what it is about your product that people will think “I need or want that,” be sure to not include that part in your presentation – that’s the jewel you want them to get when they purchase your product.

  2. Jordana Seligmann says:

    You make the point that the key is in building the audience trust….fostering a relationship. In the past, as a woman, I’ve been too shy about clearly and directly stating the call to action as in: “GO HERE!” or To view my products CLICK HERE.

    1. Pam Terry says:

      Thanks for your comment Jordana. I hope that you will give it a try to offer your product. Just practice it and have a way for people to sign up. If you mess up, great! (You will become more of an expert.) Just keep tweaking it and you will become more comfortable, successful and expert at it. Afterall, you know that you have value for people and want to help them. That’s what it’s all about. Good luck.

  3. Loretta says:

    Great information here! I wish everyone could read this!!!

    1. Pam Terry says:

      Thanks Loretta!! That would be GREAT!

  4. Caroline says:

    Great post! Thank you. Presenting is a challenge for so many and closing is even harder. I have yet to have a special offer but what I do is ask for the sale. I’m amazed at how the simple act of asking can have such great results. I hope your conference in Houston is a big success!

    1. Pam Terry says:

      Thank you Caroline. You are so right. Simply asking can produce great results especially when you have provided value for people. Appreciate your encouraging words.

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