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Selling from the Stage tip – Process versus Product

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Speaker_Training_Systems copy 2Selling from the stage tip – Process versus product

By High Profit Speaker

People buy products or in other words people buy the results of those products. No one buys process but I see speakers again and again try to sell the process. In fact, just today I was sitting with one of my new one on one masterclass students. I asked her to tell me what she sells. And you guessed it, she didn’t talk about eh result she talked about the process she takes the student too. NOBODY BUYS PROCESS.

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Let’s think about it this way. If you went to McDonalds for a bite to eat – Are people excited about the process? You pull up behind the last car in the drive through line. He moves up, you move up. He moves up, you move up. Finally you are at the ordering speaker. You share your ideas and correct the misinterpretations heard by the person working on the other side. Finally when its right you pull up again. You arrive at the first window and you pull out your ATM card…. etc, etc, etc. Pretty exciting right? Not.

Too many speakers try and sell the process when nobody really cares. In fact, by focusing on the results and holding back the process your conversations will be much higher in the long run. There will be a curiosity around the mysterious processes that you will use to solve their problem. If you give it all up front it’s like a magician teaching how the illusion is performed before they perform it. Focus on product (Which are the results) not process!

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Key: I have seen some speakers try to demonstrate the results they can get by taking a participant and making them a live experiment in the intro session. I advise against this. Again it reveals to much about what they would experience if they paid you. You run the risk of them saying they could figure it out on their own. In the intro session focus on results and concepts.

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