In all my years of coaching, my most successful client creation process has been hosting my own small group seminars live and in-person.
Think of this as very similar to a private enrollment conversation – the only difference being that you’re speaking to a room of 25-45 people instead of on the phone one-on-one.
In case you’re curious, this process also works like a charm for webinars, but most coaches forget about the power of being in the room. So, that’s what we’ll focus on today…
If you read last week’s blog, you saw my process for private enrollment conversations. This formula is similar: you start by requesting referrals and you set up your referrers for success. Then they’ll invite their friends to your live, in-person event.
The beautiful thing is that when these friends show up at your event, they’re showing up already trusting you because they came through a referral rather than an Instagram post or Facebook ad.
Now your job at this event is to give everyone in the room a real taste of your expertise and your process by presenting what’s often referred to as a signature talk.
Are you ready for more clients? I can help.
A lot of coaches can talk about their expertise until they’re blue in the face, but when it comes time to sell, they turn into robots, doormats or psychopaths.
So let’s dive in, and I’ll share my three favorite tips for selling to a room.
Tip #1: Set the sale up from the beginning (so that you don’t chicken out at the end of the class).
I usually kick off my live events by summarizing what I’m going to teach them. I assure people that those in the room who want to take things further will have an opportunity to do so at the end of the class.
Now I have to follow through – which means I can’t “accidentally” forget to sell!
Tip #2: Don’t stop teaching when you start selling.
After you’ve presented your signature talk and the room is excited, it’s time to present the invitation for them to become a client.
But as you present this invitation, it’s important to keep teaching along the way. You can hit pause and teach them about the value of a certain process or share a special tip. The idea here is to keep your energy the same as when you were teaching so things don’t get awkward or “weird” as you transition to the offer.
Not sure how to do this? Don’t worry – I’ll walk you through it in my upcoming webinar, Client Surge. Click HERE to reserve a spot.
Tip #3: Shut up!
Alright, you’ll be standing in front of a room of people who just heard you ask for money. You’ll have just invited them to make a decision about becoming a client. It will feel tense, and you’ll want to ease the tension.
Don’t do it.
When you do, you rob people of the opportunity to make that decision. If you’re speaking in front of the room and you present an invitation and it feels awkward, congrats! You’ve done your job. Stop talking. Let people sit in the discomfort of having to decide what’s next.
Even if the people in the room absolutely want to sign up to work with you, it’s not an easy decision. If you eliminate the discomfort in the room, there’s no driver for people to make change. And you’re there to help people make change.
So keep your mouth shut, and let the tension take care of itself.
If you are a coach who would like to find more clients or formalize your client creation process, I invite you to check out a free webinar I created called Client Surge. Click HERE for all the details.