Claude Whitacre Delivering A Complete Offline Marketing Presentation From The Stage

24 replies
I sell local and online marketing system to offline businesses. Mostly I sell from the front of the room to audiences of business owners.

This DVD is about a year old.

I talked for Mike Crow, a Guru in the home inspection business. He held a three day event in Dallas Texas. I had a 90 minute speech outlined.

I was placed as the last speaker in a 3 day event. Every speaker sold something, and there were about 15 of us. the event was being dismantled less than an hour after I finished. We cut it pretty close. In other words, the chairs, tables, and room was going to be occupied by another group in less than an hour after I was done.

The good news for me; I marketed myself well at the event. And Mike introduced me to the entire group very well, establishing that I was somebody to listen to. Also, I was invited to the full three days, and I learned what the audience was like, and what the other speakers were going to talk about. Always a plus, when there are multiple speakers.

The bad news was...unknown to me...there was a guy speaking earlier in the day that talked about the exact same subject, selling a similar program, for much less than me. So there was some serious editing in the talk and slides before I went on.

Also, the host (a real terrific guy) was dog tired, so was the audience, so was I. And the host (partially my fault) forgot I had an intro video, and he took up too much of my time on stage, and the audience clapped at the beginning of the video, not hearing most of it.

At the end of every speaker's speech the host helped close the sales. Every speaker but me. A high compliment.

About 180 in the audience. (300 to start, but many had to catch flights at the end) Not the largest I've spoken to, but big enough.
I walked out with $36,400 in sales. The sales were closed from the stage.

Want to know how to closes sale from the front of the room? Not my best performance, but a highly modified (the same day) talk that I put on to sell my service.

You'll see me bumble a bit, because I kept losing my place..because a third of my Powerpoint slides were deleted. So here's what I look like tired, sleep deprived, in a competitive situation (Remember, a competitor spoke a few hours earlier)

I'm sure you'll get something out of it.

I'm not looking for compliments. I'm seriously trying to help. If you have a question about group selling or want to share a group selling technique...I'm all ears.

Enjoy.

Added later; This was given before the two most recent Google updates. Yes, I know the article directories don't work as well, yes, I know articles aren't as strong. Please ignore that.
#claude #marketing #offline #program #selling #stage
  • Profile picture of the author ewenmack
    People, don't look at what Claude is selling,
    what matters is his structure and sequence of his presentation.

    Dan Kennedy sold Magnetic Marketing from the stage for like 10 years using the same presentation.Many times was the last speaker too.

    At the beginning it took many, many changes to get it right.

    A good idea would be to look up some old videos selling Magnetic Marketing
    from the stage.

    Thanks Claude.

    Best,
    Ewen
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  • Profile picture of the author Steve Solem
    Claude - looks like an excellent share and I'll be taking time to watch this weekend for sure, thank you!

    Steve

    P.S. Don't you HATE those guys that leave an event early before all the speakers have spoken? I went to a Peter Lowe event years ago mostly to hear Zig Ziglar speak and foolishly left before this guy named Dan Kennedy I'd never heard of before got up to speak. Only took about 10 years before I came across Dan again...man am I still kicking myself for that mistake!
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    • Profile picture of the author ewenmack
      Originally Posted by Steve Solem View Post

      I went to a Peter Lowe event years ago mostly to hear Zig Ziglar speak and foolishly left before this guy named Dan Kennedy I'd never heard of before got up to speak. Only took about 10 years before I came across Dan again...man am I still kicking myself for that mistake!
      Steve, my last comment was about Dan selling at those same events.

      Best,
      Ewen
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      • Profile picture of the author Claude Whitacre
        The speakers almost all went over their allotted time, making us crunch the last two speakers. Just before I went on, Mike comes over to me and says "We need to cut your time short, we have to be out of here in 90 minutes". So my 90 minute presentation became an hour presentation.

        And people were leaving because the entire event was a little long.
        The last 5 minutes I was actually afraid Mike was going to walk onstage and start wrapping the event up, we were that much over time.

        The closing part was just about cut in half. Not the part you want to cut short.
        I don't think you can see it in the video, but I skipped several slides toward the end.

        Anyway, the sequence in the presentation is basically;
        Establish that they should be online in multiple ways.
        Establish that everything I talk about completely applies to them
        Establish that it's freaking hard to do and complicated
        Show the actual screen shot results of some clients
        Establish that I should be the one doing it for them.
        Make the price sound reasonable.

        I was still the top speaker in terms of sales, except for Mike Crow himself (he sold a very high priced coaching deal at the event)
        But having an unannounced speaker offer the same type of offer, earlier in the day, threw a wrench into the mix. I had to take out all the slides that covered what he covered. He sold a website, video, Facebook, mobile combo pack. So I minimized the website part of the offer, dismissed Facebook, and ignored the mobile part (although they got a mobile version of each website). Anything to make me sound different. Not for the faint of heart.

        Everyone else sold an information product (or day of consulting) for a few hundred dollars. Mine was the only offer (except Mike's) for more than $1,000. And it was the most expensive offer the audience had seen in his events. But I had sold successfully before, from the stage, at that price point.

        I wasn't nervous, but I sure was tired. Three days of schmoozing takes it out of you. How Mike survived, I have no idea. He's a machine.
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      • Profile picture of the author Steve Solem
        Originally Posted by ewenmack View Post

        Steve, my last comment was about Dan selling at those same events.

        Best,
        Ewen
        Saw that just as soon as I posted here!

        @Fraser - excellent job there both on the presentation and the video produced for it. I found it quite interesting that you hosted the presentation at a car dealership too - a very nice cross promotion there and I'm guessing they hosted you for free in exchange for the many prospects you were going to introduce to them?

        Cheers,

        Steve
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        • Profile picture of the author John Durham
          Originally Posted by Steve Solem View Post

          Saw that just as soon as I posted here!

          @Fraser - excellent job there both on the presentation and the video produced for it. I found it quite interesting that you hosted the presentation at a car dealership too - a very nice cross promotion there and I'm guessing they hosted you for free in exchange for the many prospects you were going to introduce to them?

          Cheers,

          Steve
          Thats what my brother Michael does. He goes in and gives a free 30 minute seminar, that leads to a paid 7 hour one- to the tune of about $1500 per hour for those seven hours. He does around 2-3 seminars per month, but has done and could do alot more if he would use an appointment setter, however- he does his own cold calling.

          A: Cold call, and book a free 30 minute workshop
          B: Go in and do the thirty minute workshop, and in the process sign up 10-15 people for the paid one- actually his average one is around 15- 25 people.people. He has a way of closing these deals thats pretty amazing how easily it works.
          C: Use the actual seminar to create more awareness of needs for more workshops and seminars....and book yourself a few more slots throughout the rest of the year with that dealer.

          I have 7 hours worth of Video of Mike doing his thing, just havent gotten it online yet.

          Ps. Its funny and cool that from all this speaking... he can give a sales pitch for two hours straight, and its only like ten minutes to him. lol He is used to going for seven straight hours.
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  • Profile picture of the author ewenmack
    Well done Claude...selling no matter what was thrown at you.

    Now that takes selling power.

    Best,
    Ewen
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  • Profile picture of the author hayfj2
    Claude,

    Yesterday, I had no reason to want to Know, Like or Trust You.

    Today, I LOVE you.

    I love your style. I love your message, and I love how you don't take yourself too seriously, and I love that you love your subject.

    Today, you also have my respect.

    And it would be good to formally connect on here if you wish.

    I also have a video that others might find useful, moreso in the approach I use, for whilst I don't take myself too seriously, I take an approach that has quite an impact with delegates, and would be happy to share it on here with you and others if you want.

    I ask first because I wouldnt want to just embed it on your thread and appear to come across as "willy waving" or wanting my ego rubbed, for having seen yours, I genuinely want to share what I do, how I do it, and the impact it can have.

    Afterall, this "social networking" mularky is all about sharing, and I loved your share.

    Keep on trucking squire

    Regards


    Fraser
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    • Profile picture of the author Claude Whitacre
      Originally Posted by hayfj2 View Post

      I ask first because I wouldnt want to just embed it on your thread and appear to come across as "willy waving" or wanting my ego rubbed, for having seen yours, I genuinely want to share what I do, how I do it, and the impact it can have.
      Fraser
      Fraser: If it's a selling presentation (the subject of this thread) then Sure, I'd love to see it.
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    • Profile picture of the author John Durham
      Originally Posted by hayfj2 View Post

      Claude,

      Yesterday, I had no reason to want to Know, Like or Trust You.

      Today, I LOVE you.

      I love your style. I love your message, and I love how you don't take yourself too seriously, and I love that you love your subject.

      Today, you also have my respect.
      Agreed.

      However...it didnt take a video of him speaking in public for me to recognize all of those things in Claude or to justify why he should have my respect. Recognized him as the real deal by the merit of his seasoned advice a couple of posts in.

      Great Job Claude! Excellent! Would have expected nothing less.
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      • Profile picture of the author kenmichaels
        Originally Posted by John Durham View Post

        Agreed.

        However...it didnt take a video of him speaking in public for me to recognize all of those things in Claude or to justify why he should have my respect. Recognized him as the real deal by the merit of his seasoned advice a couple of posts in.

        Great Job Claude! Excellent! Would have expected nothing less.
        Ditto, Ditto and Ditto.

        He is making a bunch of these fools in here posturing look bad
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  • Profile picture of the author internetPro
    I really don't think that your presentation could be done any better or differently I understand you are not looking for compliments but and I mean but that was absolutely fantastic loved the interaction the personality the humor if I was there I would have to bought.

    Keep it up and this is my vote for best thread on the forum
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  • Profile picture of the author hayfj2
    Hi Claude


    I actually dont do a presentation per say.

    I ask key questions in 4 areas - WHERE, WHAT, WHY, HOW

    and the delegates give me their answers/responses
    and we discuss their answers....THEIR DATA

    ...its not me or mine, so they dont argue with it
    and more shocked at the reality check they've just given themselves
    all Im doing is reminding them what they just told me

    that one got featured in the press, and I think I picked up 5 clients from it.

    I do no selling per say, no features, no benefits - they confirmed their pain
    and the impact / value/cost of their pain and that they wanted me to fix it




    Hope that makes sense.

    Im sure you'll get the jist of it, its far better than standing up front and saying buy from me buy from me - they sell themselves with their own problem

    Fraser
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  • Profile picture of the author dave147
    Claude,
    That was a very interesting presentation. Thanks for sharing.
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  • Profile picture of the author Q Estherr
    Hi Claude,

    I like how subtle hints are dropped to address mindsets that want to only advertise when its cheapest.

    Also on how you answered the questions:

    How Big Is Google
    There are more people watching Google than are watching TV.

    How big is YouTube?
    If YouTube was a TV station, it'd be the largest TV station in the world.

    ...explaining a concept by drawing it back to something people can 100% relate to so that the point sticks!

    Haven't watched through the end yet, but will definitely finish watching it soon.

    The only thing now is... how to get invited to a business conference like this, do one presentation that's equivalent to many sales pitches, lol. (no, jk)
    Signature
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  • Profile picture of the author hayfj2
    @Claude - I wasnt "sooking in" with you (as we say in scotland). As I genuinely hadnt seen you in action before or heard of you before joining the forum, it was good to see you in action. Unlike some of the vague advice being banded about in here sometimes, that makes me cringe, I loved your content and approach. nuff said.

    @steve - Yes, a top end of market car dealership is used for the event for the reasons you say creating a win, win, win. I think they sold 2 as a result of the event. Having asked permission, The reason I posted it was having seen Claude's benefit based approach, I thought I'd share the impact of the pain based approach, and I thought some of youu might like seeing real people talking about their pain, and marketing problems uncovered during the session instead of the usual kinda testimonial

    There is however an error on the film, that happened during the editing. You might spot it early on in the film (blush.)

    Fear not as for ego,and posturing, and appearing to be the new kid on the block in here, I would hope that if my previous and future posts appear I'm talking bollocks, I'm sure you chaps will tell me to wind my neck in, for sure. Having said, that if you think I'm giving or adding value with my contributions, then keep those 'thanks' coming, and I'll reciprocate for sure.
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    • Profile picture of the author John Durham
      Originally Posted by hayfj2 View Post


      Fear not as for ego,and posturing, and apeparing to be the new kid on the block in here, I would hope that if my previous and future posts appear I'm talking bollocks, I'm sure you chaps will tell me to wind my neck in, for sure. Having said, that if you think I'm giving or adding value with my contributions, then keep those 'thanks' coming.
      Now THAT is the attitude of a soon to be seasoned Warrior. These Chaps have me wind my neck in too from time to time...we are sales people, we are bound to get passionate and zealous... Sometimes we even get embarrassed and have to reel the ole ego back in...lol Its part of a long journey, like Marriage.

      Participating with a group like this is like a long marriage in a way, or its like a flash in the pan...You either grow to love people for the good bad and ugly or not...they can either take criticism the same way you have to and cowboy up and move on to become seasoned members, or they get their feelings hurt and leave...

      We watch it all come and go together and get more wise together every season.

      It all comes out in the wash.

      I look in here sometimes and say "Iamnameless is on a rampage today....must be alot of stress...". Hey? Who cares? Let him blow off some steam, he will be alright tomorrow... I get that way too.

      Besides; You think he is going to behave the same as some cool conservative person that will never make in a YEAR what he can make in a month? Heck no, he is a wild passionate animal! Thats why he is doing well!

      When you have a group of extreme people (not average) you are going to see all the colors of the rainbow!

      Anyway, I like the way you took that Fraser, now you have earned some of my own respect.

      That and a quarter wont buy you a coke , but Welcome to the club.

      -JD

      Ps. First rule of being a masterful Warrior- Never remind people to thank you- Never solicit PMs...

      Its not against the rules, but its not your most masterful form of attracting desirable circumstances either.

      There is a higher form of advertising to be learned here, which I am so thankful for. It operates on the highest laws. There is alot of mastery to be developed at the Warrior forum and epiphanies to be had.

      Thanks, and PM's and business deals come NATURALLY, when you focus on sharing quality information and dont really care who thanks you...

      Will be looking forward to seeing everything you have learned offline come together with what you learn here at the WF.

      @Claude

      Looks like Wooster Ohio may turn out to be the next "YAZOO CITY"!

      Kinda get giggety just thinking about it.
      -JD
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      • Profile picture of the author Claude Whitacre
        Guys; I just got off the phone doing an interview for an upcoming event next month. These are set up to accomplish the following goals;

        1) It helps add value to the event, and gives a good reason for another promotional e-mail to the list (Their list, and they interview me)
        2) It makes the interviewer look good to the group. If you can, convince the event Guru (if there is one) to do the interview. It gives them status and makes them feel pretty good too.
        3) You write the questions. You write the introduction at the beginning of the interview. If you leave it up to them, it won't get done, and they really don't know what questions to ask.
        4) Make the audience aware that you are giving value specific to their business. Write a few questions that you can answer...that are real answers to real questions they have. Do not answer questions with "We are going to cover that in my talk at the event"

        I always slip in a few hard questions to answer. It make it look like the interviewer is taking it seriously, as he should. I'll even write a question that is a little argumentative. It makes sounds like there is just a tad of disagreement, and then I win the host over. Theater.

        This interview can be about 45 minutes long (under 25 minutes is pretty short, an hour seems too long).

        Make sure, in the introduction that the host is the one talking about your accomplishments, your books written, your experience. If you have to do it, it sounds like bragging.

        I'm the one recording the interview. I send a link to the file, and a transcription of the interview. The transcription gives another reason to e-mail the attendees.

        Make sure, in the interview, that you build up the event. It isn't about you, it's about the value to the audience, and what the host is bringing all this information to the attendees.

        I never charge for these interviews...although I might start packaging it as part of the value I bring. But the truth is, This "Pre-selling of Claude" pays huge dividends when I get up to speak. Half the sale is made before I ever speak. An introduction video helps a lot too.

        Anyway, there is more to this than just stepping onto a platform and talking.
        It's a stage production. It's theater. It's a lot of work.

        Do you guys think a thread on putting on talks to sell your online services to local business owners would help? I know there are things I could learn, and my typing fingers are all warmed up.



        John;"@Claude

        Looks like Wooster Ohio may turn out to be the next "YAZOO CITY"!

        Kinda get giggety just thinking about it.
        -JD"


        I got a real kick out of that. And a big Giggety to you and Ken.
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  • Profile picture of the author Jason Kanigan
    Watched the whole thing this afternoon. Was a lot of fun. Thanks for the share!
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  • Profile picture of the author maricelu
    That's a nice example of what real offline warriors should be named so. Claude, you are a true warrior right now for me and for many others out here. You have shown us real proof of your knowledge and I appreciate you for doing this. Keep it up!
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    • Profile picture of the author Pierre!
      I had the opportunity to watch / listen to this yesterday - and it's on my list for THIS WEEK to watch again While Taking Notes!

      More than worth the time invested to watch your presentation Claude...

      but...
      But...
      BUT...

      I am a little disappointed - I thought you were supposed to be a Grumpy / Grouchy Clod...

      Masterfully Presented!

      Thank You Sir.

      Merry Christmas!
      Happy Hanukka!
      God Bless

      Patrick
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      • Profile picture of the author Claude Whitacre
        Originally Posted by Pierre! View Post

        I had the opportunity to watch / listen to this yesterday - and it's on my list for THIS WEEK to watch again While Taking Notes!

        More than worth the time invested to watch your presentation Claude...

        but...
        But...
        BUT...

        I am a little disappointed - I thought you were supposed to be a Grumpy / Grouchy Clod...

        Masterfully Presented!

        Thank You Sir.

        Merry Christmas!
        Happy Hanukka!
        God Bless

        Patrick
        Thank you Patrick.

        I just found these videos of my first keynote speech in 2006. I posted these on a Youtube channel in 2008. They are short, but give you an idea of what i was like the first time I spoke in front of a large audience.

        These are all vacuum cleaner dealers. Maybe 1,000 in the audience (there are only about 5,000 nationwide). Riccar is a brand of vacuum cleaner (for your reference).




        The quality wasn't perfect, but you can see I've always enjoyed myself on stage. And there are actually a few tips that can be transferred to what you sell.
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