Behind the curtains of public speaking and training, there is more at play than just speaking skills, great connection and good content that makes some rise to the top and others not. I would even argue that the 3 secrets I am revealing to you are just as important as speaking prowess and essential to your success whether you speak or not.
The 3 secrets you must know to rise to the top in your field and get more clients are your: Unique Transformational Systems, Compelling Offers and Expert Positioning. These elements are the backbone of any service-based business, without which, the business will chronically struggle or even collapse.
Making them way more magnetic and marketable, I insist on my clients building serious muscle in these areas. It gives them the ability to stand out and be far more successful selling from the podium, as well as in all their marketing and sales conversations. Today, I want to give you a snapshot of the second secret in this 3-part series to get you looking at and thinking about your business from a different perspective and then let you know how you can take the next step to discover and use these to turbo charge your speaking and propel your business.
A few weeks ago I wrote about the first of the three secrets to rise to the top in your field – your Unique Transformational System or UTS for short. Your UTS is like a roadmap for your clients’ success. It’s how you get them from point A to point Z (the transformation) with your unique style and approach.
You need to have Compelling Offers. An offer is the ticket to get on board with a program, service or product – the vehicle – to follow the roadmap and get to the desired destination. It’s the call to action that shifts the conversation from thinking about it to doing something about it. The key is to make your offer compelling, that is – to position it as easy for them to raise their hand and say “yes” to and hard for them to say “no” to.
There are 7 “Right” elements to creating and communicating compelling offers. You can pick up all 7 in the Stand Out and Shine program, but I want to touch on one here that is often a tripping point for people new to making offers/selling from the stage or even in 1:1 sales conversations and that is the Right Promise.
Ask yourself “Is what I’m offering solving the problem they want solved, and…am I conveying the probable transformation or outcome they can expect if they use the vehicle and roadmap I’m providing?” It’s got to pull their heart strings and appeal to their emotions, and they want to know that their pain or problem will be fixed, healed, alleviated, eliminated or transformed. They also want to know what’s going to be possible in their lives or business once their problem is handled. They need to feel hope and believe it is possible. They need to have faith in the promise.
So often when people are marketing and selling they make the huge mistake of focusing on the vehicle with all it’s features, bells and whistles. There is a time for that but it’s only a tiny bit of time in comparison to the amount of time you should be spending focusing on the Right Promise.
If you’ve made a promise to yourself to make your 2012 revenue better than your 2011 revenue, I invite you to click over to Stand Out and Shine to see how you can pick up and integrate all 7 Right Elements of Compelling Offers, as well as the other two secrets, so you can start rising to the top in your field and convert more of your 1:1, group and online audience into sales and clients on the spot.