Module #4 - Post Presentation
Post Seminar Tactics
Most of the recommendations within this section are centered around live seminars.
However, many of the same "conversion" tactics can, and should, be applied toward online webinars.
Now it’s time to manage the post seminar activities and attempt to convert your presentation into actual sales. Over the years, we've learned that it's best to "weave" conversion tactics into an overall post seminar strategy.
Four Tactics
Your post presentation conversion strategy should consist of at least 4 components. And, they should occur in this specific sequence.
INTRODUCTIONS
OPPORTUNITY
QUESTIONS & ANSWERS
FREE ASSESSMENTS
Introductions
Directly after the applause dies down…. let people know the order of activities. You might say something like:
“Before I open the floor to questions, I’d like to acknowledge the team that helped put together tonight’s presentation..."
You should introduce and acknowledge your management team and training staff for all their help in putting together the presentation.
This is also the time to bring up key members of the training staff to help answer questions. Be sure to introduce trainers and other staff by first and last name. You might even add their certifications and/or specialties.
The Opportunity...
Your audience came to your presentation for a reason.
And, with the information you just provided:
They are at their highest level of motivation
They are ready to make a change in their lives
They are ready to take ACTION
So, it’s absolutely imperative that you give them the opportunity to act on their motivation.
Again, you can segue into the opportunity by saying something like:
“I have one more announcement before we start answering questions….”
IMPORTANT: This next point is really important. As much as I advocate the benefits of offering multiple programs at multiple price points, this is NOT the time for that.
Your special offer should be for one specific program at one specific price point.
The description of your offer including features, benefits and costs must be laser-beamed focused and easy to understand:
✅ One Program
✅ One Price
✅ No options
✅ No thinking
✅ Just YES or NO
All up-sells can be accomplished the following day or at the first appointment. For now… it’s all about COMMITMENT! And, even the registration process must be simple.
Keep it Simple!
Whether you present a live event seminar or an online webinar, your post presentation sales tactics do NOT need to be a “hard sell.”
But, you do need to create some urgency by being firm and reinforcing the fact that the discount being offered is for RIGHT NOW.
It is an exclusive ONE TIME OFFER. That it only applies to those in attendance tonight and for this one night. Not tomorrow or the next day. Tonight and tonight only.
Closing...
KEEP IT SIMPLE & EASY: Whether your event is a live seminar or online webinar, let your audience know EXACTLY what they need to do to sign-up. Inform them of all available payment options.
For a live event: You can say something like:
“If you’re ready to start changing your life, right now, and taking advantage of this one-time "self-investment," then just visit Tracy, who’s waiting for you right now over at the registration table.”
Be sure to have at least one person set-up and ready to take payment in the form of cash, checks, credit cards and even PayPal if you accept it. --
In the case that someone does not have any way of paying, but wants to join, allow them to “reserve” a spot with an IOU that’s due the very next day. Let that person know that you can take payment over the phone in case they want to call in their credit card.
As soon as the first person signs up, you’ll begin to see the chain reaction.
For an online webinar: You should display a "countdown timer" display -- so your audience can see how much time they have to sign-up.
Or, by using a "scarcity tactic" you can let your audience know you only have a specific number of "spots" available for your program. In this case, you can use a "countdown display" to show how many spots are available.
You might say something like:
“If you’re ready to start changing your life, right now, then simply click on the "Buy Now" button right now -- before the time/spots run out.
QUESTION & ANSWER PERIOD
After you announce the SPECIAL OPPORTUNITY, it's time to open the floor to a “question and answer” period. This is a great time to let your training staff showcase their skill sets and knowledge base.
There’s an old saying to goes: To be forewarned is to be forearmed. This is a great way to think about and prepare for your question and answer period.
Anticipate what questions your audience might ask and be prepared with a concise and to-the-point answer.
For example, I can almost guarantee a couple of questions will include these:
- “What makes you guys the experts in weight-loss? What are your credentials?”
- “My doctor says I definitely don’t need vitamins. What do you think?”
- “How fast will I lose 20 pounds on your program?
- “If I sign-up for your program, how many pounds will I lose?“
With my consulting clients, I encourage the training staff to confront each other every day with these questions whenever possible… And, to start doing it 3 weeks before the event. You’ll be amazed at what a difference this preparation will make in your performance during the Q&A.
Here are a couple of technical things you should consider for your Q&A session.
- Unless it’s an extremely small group, always repeat the question that is asked before you answer it. This allows the entire audience to hear the question.
- Be respectful of all questions even though some of them may seem like the questioner was not paying attention to your presentation.
- There are no "stupid" questions.
ONLINE WEBINAR Q&A: If you are conducting your Q&A during an online webinar, then you already know that via the chat box, people can actually ask questions throughout your presentation.
Sometimes, you might find it advantageous to answer some quick questions during the presentation - just to display the interactivity with your audience.
However, be careful not to let a question take you off-track and interrupt the "flow" of your presentation. For the most part, you should sporadically announce throughout your presentation that you'll be answering all questions at the end.
Particularly during a webinar Q&A it's always recommended that you use the person's name when you read back the question. Like: "Robin asks 'What types of exercises are best for losing weight?"
RAFFLE | PRIZES
If you elected to hold a raffle with prizes and give-a-ways, the time to pick winning tickets is right after the Q&A session. Sometimes, clubs and/or studios decide to give-away a free weight-management program to a lucky winner. The exact same one they are trying to sell.
Don't do it!
You should never, ever give-away any of your programs or services. It's only serves to DEVALUE your business.
During your raffle is a great time to hand out refreshments. Offer your attendees samples of products you carry in your pro shop -- like protein drinks and smoothies.
ONLINE WEBINAR PRIZES: If you are conducting an online webinar, your prizes will typically be some kind of digital content. This might include an e-book, a special membership to a non-competitive site or even a few digital coupons to Starbucks!
BODY FAT EVALUATIONS & OTHER ASSESSMENTS
After the Q&A period you’re ready to begin you body-fat evaluations and other assessments you deem appropriate.
Whether you use calipers, bio impedance or circumference measurements --- the most important thing to remember about these evaluations is confidentiality.
Not only should these evaluations be conducted behind blinds or in a private area, but be sure NOT to announce the results. Always allow the client to READ the results. And, also be sure you do NOT react to the results in any way.
It's always a good idea to have plenty of body-fat charts to hand out to clients so they can assess their own results.
ONLINE WEBINAR BODY-FAT EVALUATIONS: There are several ways for a person to take his or her own body-fat measurements using a cloth measuring tape. You could include a free instruction sheet as a .pdf download on your website for all of your webinar attendees. You might also include the body-fat chart assessment as part of that download.
A GRACIOUS GOOD-BYE
If you are the club manager, fitness director or business owner -- be sure to have someone at the door thanking each attendee upon exit. Preferably… YOU.
This is the final “experience” of the evening each attendee will have with your business.
- They’ve received a ton of actionable information.
- They’ve had all their questions answered.
- They were offered a special discount
- They were provided with a free body composition evaluation
- They may have even won a prize.
All of these elements are positive moments that each person is experiencing with your business. They take this experience home.
And, nothing tops it off better than an owner, manager or director personally thanking each person for attending. It is the perfect way to cap off the evening.
BONUS VIDEO: 3 Most Asked Questions -- ANSWERED
Over the last 25 years, there are 3 questions asked most often. While there's a little bit of overlap, I think you'll find this BONUS VIDEO very valuable for some insights into pricing strategies.