It’s the most important part of your live event. It’s the moment you finally make your sales offer.
If you get it right, people will jump all over your offer, begging to buy from you. If you get it wrong, all the energy and preparation you put into the event will feel like a waste of time.
Some coaches have no problem teaching and interacting during the live event, but when it comes to the close, they lose it. The pressure to convert makes them nervous and incapable of performing at their best.
What if I sound too awkward?
Ideally, the offer should be comfortable for both you and your audience. It should feel natural and relaxed. When this happens, everyone in the room becomes more confident.
You feel more confident in the value you provide your potential clients, and in the ability to make the sale. The attendees feel more confident in you as a coach, resulting in sales at the end of the event.
From my experience, this kind of relaxed confident close is built on several key principles. The first is what I call Stretching the Gap, which is what I’m going to share with you in this post.
How To Avoid a Missed Opportunity
When you finish presenting at your event, positive energy should fill the room. Why? If you’ve done a great job, people will be excited about what they’ve learned.
BUT There’s a real danger, that people will say, “That was fantastic! Thank you so much, that was exactly what I needed,” and then leave. They’ve already learned everything they need to know from you, and they’re excited to get back and implement all the great things you’ve just taught them.
On one hand, that tells you that you did an excellent job providing them with real value. On the other hand, they didn’t buy from you.
The truth is, most attendees will leave a seminar excited, but within two days, they’ll forget half of what you taught. Within a week, they’ll forget everything and be right back to their old way of doing things.
When you allow this to happen, you miss an opportunity – not only to make a sale, but to make a lasting change in their lives. If you say, “Thanks for attending, now off you go,” you’ve let them off. If you let them off, you’ve let them down.
Build Desire-Based Tension
“Marketing is the creation of desire-based tension”
When presenting content, we’re giving our audience a glimpse of possible solutions. This gives them hope for their future and new ideas to improve it. It temporarily relieves the tension they feel from their current problems. BUT you need to put that tension back in.
This tension is simply a reminder that they have a problem that needs to be solved. It’s the reason they came to the event in the first place. Without this tension, the gap from where they think they are to where they actually are, shrinks. Hence, you need to stretch the gap. You need to remind them that they’re far from where they need to be.
After your main presentation, before the close, insert something that gets people re-associated with their challenges.
How do you do it?
If you’re giving a 90 minute talk, take just two minutes to summarize what you spoke about and then tell the truth about what will happen when they leave.
You could say something like:
“I’ve just given you five keys to _______. Now let me tell you about some of the bigger challenges you’re going to face.
You’ll be back at work on Monday morning and the phone will start ringing. You’ll be swept back into your routine, and forget most of what I’ve said here today. Life will get in the way, as it always does, and you won’t implement.
You’re really excited today, which is great, but tomorrow, you’ll just be slightly interested. On day three, you’ll be overwhelmed, and nothing new will happen.”
It’s honest, quick, and effective.
In longer events, you can add an entire segment for building tension at the end. Make it look just like any other big teaching point. Only in this one, you’ll be teaching them about all of the things that will get in their way, reminding them of their challenges.
Why? By rebuilding tension, people get back to the place of reaching out for help. Luckily, you’re the one they’ll be reaching out to.
If you don’t remind them of their needs, they’ll leave on a high. If they leave on a high, they may not buy!
Most attendees will leave your seminar excited, but forget 100% of it in a week.