Over the last few weeks, I’ve shared sales strategies for live events, but today’s strategy is actually what I use in every aspect of my business.
That strategy is generosity.
Whether online or off, I pack my free events to the brim with valuable information that attendees can actually put into action right away.
I do not hold back.
Why? Because, like you, I want to help people.
My goal is that everyone is happy at the end of the workshop, whether they buy my program or not.
From a sales standpoint, here’s why that matters:
The people who come to my free event but don’t buy are excited to have a list of action steps they can take to uplevel their career.
So, they tell their friends.
Their friends then come to my next live event and often choose to invest in my paid program.
And that’s because you LEARN something.
My free, in-person event is not a bait and switch. It doesn’t feel like I just dangle a carrot or withhold in any way. I give a lot.
And that builds tons of trust and rapport. Everyone in the room trusts that I have their back, whether they buy from me or not.
And don’t worry about giving too much away! The people who take advantage of the offer I present, do so saying, “If this is how much I learn in 90 minutes, this program is going to be incredible.”
So don’t forget to be generous and actually teach something tangible, actionable, and inspiring. It will help your reputation in the long-term and will also help your conversion rate in the room.
For me, generosity lies at the core of everything I do in my businesses; every live event, every webinar, every free consultation, every blog. I give. No strings attached.
And I’m not afraid to do that because I know there’s more where that came from.
So at my live events, whether I have a 28% conversion rate or an 80% conversion rate, I walk away feeling awesome because I know I’ve helped everyone in the room.
And ultimately, that’s why we’re coaches.
Sales are great, but they’re even better when you know you’ve made an impact.
Now, what about those people who take seats at your free events, but never actually buy anything?
The truth is, I can think of 2-3 people off the top of my head who have signed up for every single free event that I have offered and have never bought a thing from me.
One woman in particular has probably attended my free seminar 15 times.
And it would be easy for me to resent these people or roll my eyes and think, “Why are you taking up space when I know you’re not going to buy anything?”
But these people are your biggest fans.
So when you feel frustrated, don’t forget your real intention as a coach: to be of service and to help as many people as possible.
How do you practice generosity in your business? Let me know below…