Maximizing Product Sales
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Avish: Now to someone listening to this, it may sound really simple to put on a seminar and then you sell a lot of stuff. But you can do a seminar and sell nothing and you can do a seminar and sell a lot of stuff. So there’s a lot that goes into selling from a platform. Correct?
Fred: Yeah absolutely.
Avish: So what are some of the elements? Let’s start with the pitch that you’re going do. How do you craft that pitch for maximum results?
Fred: Well one of the things you have to remember is, when you’re trying to get people to buy your products and materials, the one thing that they have to know is that you got good materials in them. In other words, if you’re trying to sell on something, I got to know and I’ve seen, and be certain in my mind that no matter what price you’re charging, that the stuff that you have is good. And really for many of the people who are at your seminars and events, the only exposure that they may have to is the event itself. So that means you better be delivering a really good damn seminar in order for people to become convinced that you have good materials to sell.
So yes it’s important to craft your pitch, but really crucial and important is to set the stage for when you give your pitch so that people will be sort of pre-disposed to buying it. And they’ll be pre disposed in buying it if they know that you are a person who delivers on your promises because you know you’re going to make sure if you’re going pitch on something they’re already consuming one of your products, which is the seminar itself. So after that, other things have to come into play.
Avish: Okay. First step is that you got a really, really awesome content at your seminar.
Avish: Okay. So let’s say you got that. Your seminar rocks, people love you. But now you’re getting to that point near the end, where you need to pitch. What are some tips and ways that you can do to create that pitch so it’s really effective?
Fred: Well let me just go back and say it may not be near the end. In fact, at seminars and events that I do. If you are doing a one hour presentation, you might pitch sort of near the end that would may 48 minutes into something you give your pitch. If you’re doing a seminar, let’s say one day seminar, I would pitch before lunch of a one day seminar. If I were doing a multi-day seminar, let’s say 3 days, I might pitch, at you know, before lunch on the 2nd day. So I rarely recommend people pitch anything until they got at least 50 percent through the seminar. So in case of a one day seminar, halfway through is right before lunch. In a case of a 3 day seminar, halfway through is right before lunch on the 2nd day.
Avish: Okay so the advantage on pitching at the halfway mark is that people have time to think about it, ask questions, make a decision, instead of being rushed at the end.
Fred: Yeah, not only that but yeah. So for example, if you’re doing a one day seminar chances are you’re going to have a break in the morning, then one break before lunch. So you give them the order sheet that they take with them to lunch. Have a chance to look it over and make their decision and when they come back there’s still one more break, in addition to at the end of the seminar for them to turn in their order. So in terms of timing that’s probably the way you want to do it.
Avish: Okay. So that makes a lot of sense.
Fred: Now in terms of pitch itself, as to we’re trying to get in here
Fred: The pitch itself first off, anybody who wants more information on this can go to fredgleeck.com/ebooks and one of the free eBooks I give is an entire book of over a 100 pages on selling products from the platform. So I encourage everybody to, if they’re really interested in this and going to be doing a lot of product sales that they read that book fully and completely because right here obviously we’re giving a very sort of you know superficial coverage of this topic.
First thing is in the pitch itself, the thing that you have to remember is don’t try and disguise the pitch as being content. I always like to say “Ok folks now here comes the two minute commercial.” You know we got some materials here and then I go into it. So I would encourage everybody if they’re serious to this particular topic in this course, that they go to fredgleeck.com/ebooks, download that eBook and really learn everything I have to say about the topic. But in general, the pitch should remain you know. First thing is, you should have two or three options in terms of price. If you do have two probably better than three and if you pitch the two items you always start with the more expensive ones first. You detail what’s in it so that the second option looks really expensive compared to the first one each pitch.
Occasionally, I do a three part pitch which is really high-end, medium-end, and sort of low-end. And by low-end I mean I would pitch products that would be about you know high-end would be something that is 5 to 10 times the cost that they attended the seminar itself. So if you’re doing a hundred dollar event so 500 to a 1000 dollars is a high priced point for a 99 dollar or 100 dollars seminar. The low price event or the low price point for doing a 100 dollar seminar would be somewhere around 50 dollars, or anywhere around 50 percent of whatever the registration price was. I’d consider that low-end. High-end anywhere from five to ten percent. Again sort of a mid-point there would be two and a half to three times the cost to attend. So if I were pitching at a one day seminar right before lunch, I might offer people either two options. One would be maybe at 7.77 and the other would 97 dollars. So that way I would give people sort of a high end option and the lower end option. But when pitching it, I would make sure that I had my order sheet put together and those order sheets handed out right at the time I started the pitch.
Avish: So not in advance as sitting on the table with them?
Fred: No you don’t, you know you really don’t want them there, because when you see something — and also I never do is I never put, I put a listing of all the various items that are included in each of the packages, but I never put then I put the total value and I put your price and I leave it blank. But I don’t put those out in advance, just because I think I don’t want people to really be concentrating on what I’m going to be selling before I get to the point where I sell it. So I want to keep that sort of holding that back.
Avish: Well it’s going to mention the technique really quickly there so would list the value of the products but then you’ll on the order sheet itself you won’t state the sell price. You’ll have a blank.
Fred: In other words, if I have five items under each one of them, I will put the item and then I will put in parenthesis value equal to. But obviously, those are the standard retail prices for those items and then at the end of it I’ll say your price and a blank with a dollar sign in front of it. So that when people pick up that order sheet and start looking and looking through with me, I will go over all the components of the various things and included in terms of what their value is for that in terms of what the actual cost is. I’m going to give the standard retail price.
So it’s going to look like what I offer to people for 777 dollars, usually for a retail sells for 4500or something like that. And the thing that I’m selling for 97 dollars or maybe even 77 dollars, they pay a 100 dollars to be there, that the items that I offered for a total of 77 or 97 appear to have a value at least 400 or 500.
Avish: Okay. That makes sense. So obviously when you go and get the free eBook it got a look of information. Any final thoughts you want to leave people with for right now?
Fred: The only final thought that I’d like to leave people with is this, is that there’s nothing wrong. People would never be grudged you pitching products at an event if you had first delivered value. And I think everybody who sees themselves as selling fair amount of products should definitely go download the eBook literally. It’s over a 100 page book on how to do this, and we’ve just scratched the surface here.
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