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Get the Premier Position To Make More Sales With David Newman
Wes Schaeffer
April 26, 2019
Win In the Attention Economy
Click here to download the episode.
Sales Tips you’ll learn today on The Sales Podcast…
His book makes “for great bathroom reading”
Speaking is the ultimate one-to-many sales and marketing strategy
When you’re in front of your target audience you have the halo effect of expertise, trust-worthiness, and knowledge
You’re in the premier position
You have something to say
You have something to sell
There is unprecedented power that only comes from speaking
You must build your personal brand
It’s more important than your business brand
Read Bryan Kramer, “There is No B2B or B2C: It’s Human to Human #H2H“
We’re in the people business
Podcasting, webinars, live-streaming, YouTube, etc. are also speaking avenues
We’re living in the attention economy
Put compelling value into the marketplace
Offer value and invite engagement
You don’t get married on the first date
Speaking lets you build personal relationships at scale
We’re sellers and also buyers
Alan Weiss “the shortcut is the long way.” Get his book “Million Dollar Consulting: The Professional’s Guide to Growing a Practice, Fifth Edition“
“If you’re going to sell fire extinguishers, you must first show the fire.” David Ogilvy
What is the problem you are solving?
What insight do you offer them?
Accelerate and shorten the path to success for your prospects
Go to Google and find where your ideal prospects congregate
Find a chapter meeting
Visit the meeting and see if the right demographics attend
Then reach out and let them know you just attended a meeting and ask to be considered
Action words beat learning words in your presentation description
Think about the outcomes, i.e. go into “resume mode” with action words
“After this program your members will be able to boost, eliminate,…”
Your sales will explode
You’ll get paid to generate leads and/or paid to speak
Visibility. Credibility. Shareability.
Be everywhere your prospects are
Fish where the fish are
Your mindset has to be to offer value and invite engagement to help
Be of great service to your audience whether they take the next step or not
The conversion process starts when you open your mouth
You are building trust from the moment you step on stage
You give proof with case studies, before-and-after, customer stories, etc.
Weave customer stories into your lessons and teaching points to also help eliminate objections
This is also social proof and shows that “the water is warm”
Open your phone and book a call with your attendees as you stand by the stage
Specificity is the key to success
Make your “Active 20” list of associations or groups you’d like to speak to
Google “conference, meeting, association, state conference” etc.
Constantly refresh this action 20 list
Make that initial outreach and make it all about them. Find a topic they haven’t addressed that you do.
When and what to charge
Is this a lead-generation or an income-producing talk?
If it’s not your target market but you have a good message that can help them then charge
If it’s a target-rich conference then you can offer to waive your fee to get in front of the best people
Your pricing is your positioning
You need to be over $4,500 to be seen as a professional
The sweet spot is between $5,000 to $10,000
NYT Best-Selling authors are in the $20,000 range
Links Mentioned In The Sales Podcast
Visit David Newman’s home on the web Do It Marketing
Get David’s book “Do It! Marketing: 77 Instant-Action Ideas to Boost Sales, Maximize Profits, and Crush Your Competition“
Get David’s free report “6 Keys to Rapidly Grow Your Speaking-driven Business“