Is Your Confidence More Important Than Your Content?
Are you using speaking to sell? I have a secret to share with you – a real life experience that taught me a big lesson. I attended a large conference that you might call a pitch fest – meaning almost all the speakers made an offer from the stage. Every one of them was speaking to sell their offer.
Something happened during that conference I will never forget. Here it is – the speaker who had zero value to offer the audience sold her offer the best and at the highest price. The speaker who delivered new, useful content sold almost nothing of her offer. I was stunned, although I shouldn't have been. Speaking to sell successfully means having confidence and creating an emotional bond with your audience. It has little to do with your content.
That day, I stood at the back of the room with a small group and watched the audience's faces. After this particular woman finished speaking, we watched as a rush of women made for the speaker's sales table and happily plunked down $8,000 to someone they'd previously never met, for content that is easily and freely available to them.
We also watched as another woman speaker who offered rich content from the stage finished her speech. She had exactly 5 women go to her table to buy. Her price point was $3500, yet her content was much more useable and valuable.
Speaking to Sell Requires More Than Great Content
What was the difference between these two women speakers? Charisma and confidence. Totally, 100% the reason for the difference in sales.
I have been saying this for years and I'm telling you again:
- You do not need more credentials, so quit thinking you need more training to do what you do.
- You need to have your mission, messaging, and ideal client dialed in.
- You need to show your passion and enthusiasm for what you do so that others feel your emotion and respond.
I'm definitely a believer in delivering value and expertise, and I'll never change my belief. But it's true that I've watched my own clients pay $2500 to attend an event and come home with a simple handout that they could have gotten free by Googling it. What I'm telling you is that when you show charisma and confidence about what you offer, people will respond. The fact that they also get solid expertise and help from you is the icing on the cake because, frankly, not everyone delivers value even if their offers are pricey. Price is not an indication of value.
One way to get charisma and confidence so that you are speaking to sell with great success is to nail down your mission and messaging. Additionally, practice how to share your message with conviction, happiness, and maybe even joy.
Need help? I offer presentation review that helps you with structure, confidence, and messaging. I can help you show your charisma and confidence so that your audience will respond to your offers.
Focus on confidence in speaking to sell, and you're ready for the rest of this year and beyond. Please schedule a quick chat to tell me more at this link. Together, we'll make sure you show your confidence and make a good offer, so that your speaking will bring you success.
Recommendation: I like Paul Evan's Instant Speaking Success for help with structuring great speeches.