We just came out of our three day event and we sold out all the spots that we had available.

Got sold.

Yeah.

Do you want to do the same?

Let's watch this episode and make it happen.

In today's episode, we're going to talk about the continuation of what we spoke about in the last episode.

So last episode covered how to content and how to fill up your sales event.

And now we're going to talk about.

Okay, so what do you actually deliver that makes a killer sales event and helps you to build the business that you desire?

Yeah.

I kind of wish I could be like every second business coach out there and say, hey, my way is the only right way.

There is and you need to do it this way.

But I would rather that us being authentic and for real with our audience and tell them there's not one right way.

There is some principles we need to cover.

If we look into events, there's a lot of different events we can do.

There is webinars, aka short 90 minutes.

I'd speak and then I pitch events.

Then we have the workshops.

A workshop can be two hours, it can be four hours, it can be a little bit longer.

Workshop has the word in it that it's a little bit more.

You give away a little bit more, you work with it a little bit more.

They come to work.

They come to work.

They come to actually get something else.

Like where a webinar becomes more information, a workshop becomes a little bit more value.

Yeah.

More doing.

And then we have challenges.

Where challenges is typically three, four or five days.

Some people even do longer challenges.

So which event is the right win to use?

I think it's a common question, what, what is the right event?

Which event should you choose?

Yeah.

And to add to what you've started about saying our way is the right way, I just want to say it is.

There might be more right ways.

If you want to convert 66% in the room to calls, and if you want to convert 66% of those calls into clients, yeah, you're in the right room because that should be your target.

And it takes us back to.

Okay, so which event should I choose?

Yes.

First of all, very simple webinars are a hard thing to start with.

And especially if you don't have any authority, if you don't have any experience in the marketplace, because you literally have 90 minutes with them and they've come to a webinar and your webinar isn't the first webinar that they have attended.

Just benchmarking that towards how Many webinars are out there.

You can find webinars to attend three or four times a day if you just pay a little bit attention of what kind of webinars are out there.

So there are webinars every day.

Now, in order for you to be able to stand out with your webinar, you need to make sure that it stands out.

And like, for someone with no experience or with no previous authority, 90 minutes is a short.

Like, you know, it's kind of like blind dating.

You know, you're there to meet 40 people and then you sit down by a table table.

And then you have 90 seconds or two minutes or however long to get to know someone, to realize do we want to continue hanging out or not?

What you're really saying is and why?

I started by saying there's not a right way.

There's a right way for the level you're at.

Yes.

This is what we are trying to tell you.

And what you're saying here is it depends because I believe a lot of people is copying what they see the gurus out there doing.

Oh, Russell Brunson is doing this.

Oh, this person is doing this.

Oh, this person is doing this.

I copy what they're doing or what they teach.

But just remember, they teach for people on the same level.

And when people are coming to a webinar with Tony Robbins, they do not need to know who he is or they don't need to get to know.

They trust him by default when they're there.

And also they are coming for information.

Yeah.

Because they're already interested, which means that there have been marketing that they've been consuming.

So they're more interested in.

Okay, so what's in it for me?

What can I buy?

What can I do?

Yeah.

Which allows shorter time span and there is a big leverage that we just don't have.

I don't want to spend 20 minutes talking about webinars because it's our least favorite.

And let's say if you're doing less than 50k a month, don't do webinars.

Yes, I would say that as well.

So 50k and above.

You could start leveraging webinars and see what you could.

Because then you have an audience.

You have people who know who you are.

There are people who are low hanging fruit that would benefit from a webinar and are ready to buy if you just get the right reason.

And I do believe someone will now say, yeah, but I run the webinars and I get a lot of sales calls.

Yes.

So I'M just wondering what's your conversion rate on those sales calls?

Because it's easy to get sales calls, but are you interested in getting clients or sales calls?

That's the question here.

So what we are talking about is not wasting as much time on taking sales calls with random people, but rather get the right people on a sales call who are ready to buy.

I would rather have you have sales calls that is more about how do you want to pay rather than you needing to get them through the complete sales call every single time.

There is an equation that I love and the equation is when you're marketing light, your sales is heavy.

Yeah.

Yeah.

And it's the same thing.

You've spent 90 minutes with them.

They've never met you before.

They came from an ad.

That's all the interactions they've had with you, which means that you are marketing light.

When you're marketing light, your sales is going to have to carry the weight.

Yeah.

We want to reverse that.

And look at.

Okay, so how can I become marketing heavy?

Because I'm going to influence one too many every time, all the time, and make sure that I build a leverage that becomes sales easy.

Because the moment I get become sales light, then the sales call is just like you said, more about how do you want to pay.

Yeah.

And it would be fantastic if your business was more of that caliber than anything else.

The other benefit of being marketing heavy, doing the right things in the marketing, getting to know people properly, is that they are already coming with an intention.

So you don't need to drive the conversation.

We just had an event.

We closed 66.67% on the last event.

I believe that's a quite great conversion rate.

And this is people coming from ads, which means it's called a cold audience.

Yeah.

And one event, one of the people.

That stands out, she paid €24,000 together with her business partner.

One of the things that she mentioned was that she said, here's what I love.

The way that I was taken care of in the funnel before, in the process of getting to know you is what made me understand that these are people I want to work with.

Yeah.

That is a sign of not just us, but if you get that kind of feedback for us, it's a huge milestone.

Because what it means is that we can show people that we care.

It isn't obvious that I care.

I don't care about my business because it would drain me.

Like, it wouldn't be fun.

Yeah.

I want to work with people who are hungry and wants to do stuff so that have a high ambition and wants a lot for themselves in their lives.

And when I get to do that, I'm happy.

And when it comes down to the bottom row, profit, fine.

But bottom row for me personally is fulfillment.

Let's start looking into the principles of having the events.

What is the things we need to get through.

The reason why we say it's always better if you are quite new.

I would say go for several days.

If you're doing less than 20k, go for several days.

And the more experience you get, the more authority you have.

You can shorten it down, but start by having at least three days, three to five days.

So it's like the challenge model.

We can call it a workshop.

We call ours a workshop.

It's just the name, but it's set up as a challenge model where we have several days.

What's the reason for us having several days?

Well, the most important part is to build trust.

Yeah.

So we're building trust and it might sound like plain, but it isn't one of the most crucial and important things when it comes to running a coaching business where the work is very individual.

They don't care how much you know unless you show them how much you care.

If we can show them that we care, that we're passionate, that we're into this, that we love this, and at the same time build trust that we have the vehicle that's going to take you from where you are now to where you want to go.

Hmm.

So meaning that when we're filling up our room, we want to make sure that we have the right kind of people in the room.

So Webinar Again, having 200 people registered for a webinar might not be a great sign because there is so much more you need to measure show up rate.

But if you're looking into work with people in a workshop, you could qualify them before you could make sure that you could have a different set of sequences that allows them to show up.

When they show up.

It's all about you showing them what why there is a reason to trust me and why I am the best person to help you to go from where you are to where you want to go.

Yeah.

So if we go through the different principles, first step is trust and why we have several days is to build trust because we have, we meet them more times.

But it's also another principle that we want to cover and that is there's three things that makes people want to buy.

They need to trust you, they need to trust your Process your program, your course, and they need to trust themselves.

Yeah.

So there's three parts of building trust.

The reason why we have several days is they have more time.

It's time on your brand.

It's what's crucial in marketing.

And that's where what you spoke about, if you wanted sales light, we want them to spend more time in your brand before the seas cooled.

That's marketing heavy.

So if we spent more days, more time with them, they spend more time in brand.

The second thing is when we have free days, they get to test you what you're doing.

We call it result in advanced marketing.

Which is another principle.

It's another principle.

Right.

Because they get to trust your program, because you give them some assignments, you give them small parts of your program, which means they start seeing, oh, these things actually working.

I'm getting some breakthroughs, I'm getting some results.

You can do that because you have several days.

And the third part is since you have several days, you can give them some wins.

You can give them tasks that have them win.

From day one to day two, from day two to day three, they start seeing themselves, oh, I actually acted, oh, I actually did this.

They start seeing themselves in a new light where they start trusting themselves even more.

Yeah, we need to create trust to you, your program, themselves.

But then we go into what's important for us to have on your event, no matter how many days.

And by the way, I just want to say if you go down below this video, you can download absolutely for free our five day challenge builder, content.

Builder on how to build.

How to build up a five day event.

Yeah.

How to build your own five event with looking through a sales lens.

Yes.

What is the crucial parts of doing a sales event?

First of all, it's very important that we realize that it's not a sequence of like I give value, give value, give value, give value and then I pitch and then it's over.

Because if we do that, we are going to end up giving them a sensation that is off.

So we need to pave the way for us to be able to see that it's a loop between value and sales.

So we deliver value and we sell.

And we can also say that we market because during an event it's more like a marketing activity than it is a sales activity.

Yeah, we can absolutely.

During the pitch, we could sell them.

When you market, it feels like value and when you deliver value, you actually marketing, you're seeding at the same time, so you're actually marketing.

But it feels completely like value.

So people love being there.

Because what it comes down to is to realize that it's really easy to sell.

At the same time, it's really fun to sell if we are doing it that way because we never need to push.

Yeah.

Transparency is one of the, like, most crucial thing.

As long as you're 100% transparent, there is no unethical stuff.

There is no pushing in sales.

You could be very transparent and then push them, but you could also be very transparent and then close them very, very easily and have a good time doing it.

Yeah.

I would say it takes out the edge.

When you understand the principles of seeding all of the time while you're doing for them, it feels like value, value, value.

But what you're doing is putting in seed small seats all the time for the next step.

What will happen future pays.

About what.

What happens in the future when they work with your system.

What it takes is it takes out the edge of the pitch.

It's not like.

Because I think a lot of coaches are very stressed.

I used to be.

I started up my business doing webinars and it was like, if I don't nail the pitch, it was a flop.

Yeah.

Because the pitch was the most important thing.

But how we do it now is we're taking out the ads.

It's like getting engaged.

If you've been a perfect partner to your partner, it's not the proposal that will make you either get married or not.

Yeah, you can, you can be a great partner, have a shitty proposal and still get.

Still get married.

But you can.

But you can be a shitty partner and have the best proposal ever.

And you will still get to know.

Yes, because it's not about the pitch.

It's not the pitch.

The pitch is just the CTA to now act.

Now we move.

Yes, but you've been selling from the get go during the event.

And I want to clarify seeding.

So what does seating mean?

Seating does not mean that you say, hey, I'm Lucas, I'm running this cool thing.

And then program name, let's get started.

We are going to work on this thing today.

Program name, like, that's not seeding.

It's not about speaking about your program or your product or the thing that you're selling.

It is also seeding is all about helping them to realize for themselves what the journey looks like and what it takes to complete the journey.

Yeah.

So it's helping them to put themselves.

In the frame and how it's easier in your world.

Yes.

And how easy.

Yes.

And how you can get them to the end destination faster and easier.

Yeah.

If we have the right audience, like faster and easier towards what it is that you're helping your clients to do is going to be priceless.

Yeah.

Because there is no price attached to the right solution, to the right person.

That is a perfect fit for your coaching.

Yeah.

So if we're delivering something that is priceless to them and if we can help with that, and if we can help them to realize that they trust you as a coach, they trust your process, your program, your thing that you're selling the vehicle.

And they trust themselves that they can do it because they've seen themselves taking a couple of steps.

How should I choose my event?

Let's just close that loop.

We have challenges and we have workshops.

Doesn't fit all people.

But the easy way that I would say is that if you sell stuff for below 5k, then use challenges because you're working more towards like a beginner sequence.

If you sell stuff above 5k, do workshops.

Another thing that is important about running several days event is yes, you have more time.

You also have more time to handle more objections.

Yes.

And this is a key thing.

If you're running events.

I don't care how the length of your events.

You need to understand what is the objections your avatar normally have.

Objections meaning what are their mental state and mental framework that prevents them from being able to see your solution?

And it can be external and internal.

It can be internal.

Like, I don't trust, I will finish up, I will implement or I will do it.

I'm going to be good enough.

It can also be external.

I don't have time to do it.

I don't have the money, I don't have.

Like, it's not the right time.

It's not possible because there is a war in Iran.

Like, whatever.

And literally, I want to say that it is going to be both external and internal.

You need to know what are the objections that your audience is sitting with.

And then you need to help them to see a new perspective that they haven't seen before.

And with that new perspective, it allows them to do something they've never done before.

Yeah.

The moment they see the perspective, the moment they can see the doorway or the opening to step out of an old way of dealing with things and step into a new way, then the objection is handled.

Yeah.

And it really boils down to the first thing that we said.

All boils down to trust.

Because if they trust that they can do it.

If they trust that your vehicle Is the right vehicle.

And if they trust you as a coach to be able to help them to get from A to B, then you've handled all the objections.

Then the only thing that is relevant is do they want the outcome that you deliver?

Yeah.

Because if they want the outcome that you deliver and they trust all of those three things, they are going to make sure to find the money and figure out everything else.

Because then partner objections, money objections, it doesn't matter anymore.

So I'm gonna go continue because that was a great bridge to the next part, which is opening the gap.

But before we open the gap, I just want to close the gap of objection handling because you can do it in several ways and I just want to give a few concrete tips to how to do that.

I have an objection to that.

Okay, go ahead.

So one thing is, when you have several days, you also have several days make sure you have case studies of previous clients.

Every time you do a case study, make sure you handle an objection by telling what was the objection of this person and what happened that we solved that objection.

So you show it through storytelling.

So case studies, storytelling for other storytelling for yourself.

You can use it like question.

Oh, I got this question about this thing.

Or you can just doing as a teaching piece that, you know, takes care of it.

So do it in different ways.

Let's say you have a four day event.

Yeah.

You can literally handle at least eight objections or some of them that you know is really there.

Handle them more than once.

So you really work on those objections during the event.

Now, I want to go to the last part that you breaked into and that was the gap.

Because you said it doesn't matter if we handle the objections on stage.

It only comes down to do they want the result or not.

Yeah.

Which is about building the gap.

Yes.

The gap between they need to be emotionally connected to how it is today and what it is they want and why they want it.

Yes.

That is where you find the gap.

Is there anything to say to that?

Well, 100%.

So we help coaches specifically to build coaching businesses.

When it comes to the gap, it looks very different for everyone in the audience.

So if they were to really specify what is the gap that you would like to have closed in your life, they're all going to come up with different reasons.

Well, some of it could be explained to, oh, I want to make more money.

I want to make €20,000amonth.

Well, good.

But the problem is that no business owner is ever going to make €20,000amonth if the revenue is the means to the complete end of the business.

What that means is that money isn't a driving factor.

It can be for some people.

No, it isn't like you.

Okay.

So you connect it to why they want the money.

Yes.

Yeah.

Because that is what changes it.

Money is a driving factor for you because you have had small children been crying over Christmas because you couldn't afford to buy them Christmas presents.

Yeah.

And you've realized that I never want to be in this situation again.

Yeah.

I want to make sure that I can provide.

I also want to make sure that I can show my kids that it's possible.

I'm a person with no any academic education, with coming from a normal family, living a normal life.

Have tried different things, gone through bankruptcy, like done all of those things.

Can build something of greatness now.

That is awesome.

Like when I was 20, I wanted a Ferrari.

That was an actual motivator.

It made me feel something.

It was based on significance because I was 20 years old.

But it actually helped me to start my first business.

I didn't do anything right in my first business.

This was now 16 years ago.

So 16 years ago, started my new business, had a motivator.

It made me do things.

I didn't earn any money because I did the wrong things.

But it led me to where I am today.

So it built the experience needed.

So I don't care what the motivator is.

It could be based on significance, especially in the beginning.

But the moment you want to make a real impact, it can't be tied to your own significance.

But they need to understand why is this important for me?

Why do I want to have this goal and why is this important?

Significant to me.

Right.

I just want to.

The goal.

The goal in itself.

So with your job during an event is helping them paint a picture of the future that is so compelling and that they're emotionally attached to so that they're willing to do the work that's going to get them there.

Yeah.

That is how you open a gap for them to see.

And then the event in itself is designed to take them a couple of first steps to close.

Start closing that gap, which means on the last day of your event, you'll do a future pace where you start painting what happens when we close this room so they can start seeing themselves in the future getting that thing they really want.

Y.

So that's a future pace.

So these are core principles put together will make your event not a fulfilling event.

They will feel fulfilled.

They'll feel happy.

They'll feel like, oh my God, you gave so much value.

But it's a sales event, so they will also understand that they need to purchase the next step to really get what they really want.

Yeah, so that's how you do essays, events, and again, look down below.

If you want to have our complete frame of how you build up a five day challenge, go and download that below.

And the framework in itself has helped our clients make more than 20 million euros, which means that you are in good hands by using it and creating your own event.

If you've loved this episode, don't forget to like and subscribe.

Share it with a friend if you like and we'll meet you in another episode next Wednesday.

See you soon.

See you soon.