You can listen to this episode and download its mp3 from my podcast for free: How to Create Profitable Live Events with a Small Audience
I want to teach you three key factors to run profitable, live events with only a small group of attendees in the room.
A lot of times we hear that you got to get butts in seats and you got to have a hundred people in your seminar room to run a profitable live event.
Actually, it’s just not true because the three keys to actually running a live event have, number one, to do with attracting high quality clients in your seminar room. Number two, it has to do with actually being effective at enrolling clients into your actual seminars. Number three, when you get to the seminar, to have a profitable live event if you have a high-end offer and you’re really effective at delivering the high-end offer from the stage, you’re going to succeed at your live events.
I’m going to share with you the details of how to do all three of those. Right now, let me give you a few examples of why I know this to be true. Number one, one of my clients, Alex Moscow, he’s about 27 years old right now, he actually has a speech impediment and he still speaks from the stage. His first event ever that he mustered up the courage to go do, he only had 10 people in the room and did 71,000 in revenue.
The reason he succeeded is, one, he had high quality people in the room. When you’re doing a live event a lot of times people go, “Well, what does my pricing need to be to get high quality people in the room?” Well, he priced his live events at $5,000. He initially sold an online program where he coached about 10 people in a group coaching format for about 10 weeks, and then he bonused tickets to the live event. The whole package was about $5,000 for the online program with the tickets.
When you think about that, for somebody to get group coaching from him for 10 straight weeks with only about 10 people in the group and then tickets to a live event, $5,000 is a solid investment. It also gets high quality people. You got to have high quality people, but is it dependent on pricing to get high quality people in the room? No, not actually.
One of my clients, Brandon Hawk, did his first seminar ever and he only charged $497 per ticket and his early bird pricing was $297. Is pricing always indicative of high quality? No, he had high quality relationships. He wanted to get people there and he put 42 people in this first seminar room and he did over $225,000 in revenue.
How did he do it? Well, he was a pastor last year making 60,000 and he’d never done a seminar before. His topic was more about self-love and helping people really get more connected to themselves and their relationships. What we did was make sure we called all of his relationships.
A lot of times people will go, “Ted, well is high quality the only thing that goes into succeeding in a seminar?” I go, “No, you actually have to call those high quality relationships.” Many times people turn to online marketing and webinars and teleseminars and go, “I got to do all of this online marketing,” which to a lot of people, it’s kind of elusive. They don’t understand online marketing. They don’t understand funnels.
For our business, we use a ton of online marketing. For somebody starting out, the one thing you do understand is communication. You understand picking up the phone and calling people. Brandon just picked up the phone and called all his warm relationships to get those 42 people in the room. When you take high quality people in the room, not everybody in his room was the highest quality, but he had a handful of maybe 10 of the 40 people super high quality. He had the other people that were decent quality people in the room.
He had high quality people in the room and then he was able to make a high-end offer. Now, Brandon filled his seminar room by getting on the phone and calling people. Alex Moscow, on the other hand, was in a situation that maybe you’re in where he didn’t know a lot of people. He didn’t have a warm market. How did he get high quality clients? Really simple, actually went to live events.
When you think about where high quality people are, number one, at live events are people who attend seminars. Number two, somebody who’s going to invest money to travel and go to a live event tends to be a high quality person. Many times to fill your live event, you should be attending live events where event goers already are and people who’ve invested in themselves already are.
A big mistake that people make is they actually go to local events, which is okay to practice networking, which is okay to find a needle in the haystack, so to speak. You’re not going to find tons of high quality people there. If people have paid to go to events, who traveled and taken their time to go, you’re going to find the majority of the people there are high quality.
Start attending live events like Alex did and that’s where he met his 10 people to come to his event. Whether you’re Brandon and you get on the phone and you call your warm relationships, or whether you’re Alex and you go to a live event and you meet new relationships, quality relationships, you still have to take the second step of actually doing an enrollment conversation.
Don’t ever think for a second that online is going to replace and help you disguise or mask, perhaps, your fear of enrolling clients. You have to get good at enrolling clients. All Brandon did, and Alex, was they followed this enrollment conversation that I teach in a lot of my other programs. I actually show people the 12 questions to ask to enroll a client in your seminars or in your coaching programs. The second thing you need to get good at is you need to be awesome at enrolling customers.
One, if you have high quality clients, whether they’re already in your warm market or you have to travel to events to find them. Two, when you have those high quality clients you have to get on the phone and enroll those customers. If you follow those 12 questions that I teach of how to enroll customers, you’re going to fill your live events with high quality people that are investing money and time to come to your live events.
Do you need 100 people in a room? No. When I do my seminars I have 100 people, sometimes 150, sometimes less. What Brandon and Alex have learned is not only have they gotten good at enrolling clients into their seminar rooms, the third thing that they did is they designed a high-end offer. A lot of times you think somebody who’s brand new can’t offer up a high-end program.
Well, Brandon’s first program that we offered up, from a high-end standpoint was a $75,000 program. Alex’s program was a $25,000 and a $55,000 program. When you think about how they did these high numbers, in any given seminar room, whether you have 10 quality people or 40 quality people, like Brandon, there’s always going to be a handful of people that are going to go for the high-end offer. In fact, most people, they want the Ferrari offer, the high priced offer. If you create your high-end offer then you need to know how to present a high-end offer from the stage. That, in itself, is a skill set.
Those are the three things that one must know to run profitable live events. The cool thing is you can get started today in filling your live events and also let go of the pressure that there needs to be hundreds of people. My first live event, I had 27 people there. I did all the work, called people on the phone, enrolled them, got high quality people there. The mistake I made is I didn’t know how to make offers and I didn’t even make an offer from the stage.
If you don’t make an offer, clearly you’re not going to have a profitable live event. That’s an integral part of being successful in the speaking industry. I highly recommend live events. Make them profitable by getting high quality people there, learning how to enroll customers and register them for your live event, and learning how to make the high-end offer.
If you like this video you can take a look below and then share it with somebody who you think wants to lead seminars. Also, there’s probably some information below on how to get access to some of my additional training if you’d like that as well. I hope this serves you and I will see you in the next video.
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