Small business sales events are an amazing opportunity and catalyst for growth and connection in the competitive market landscape. These events allow businesses to showcase their unique offerings, engage directly with potential customers, and build lasting relationships that go beyond mere transactions. Successfully leveraging these events requires a well-thought-out strategy. Let’s make it simple.
- Preparation for the Sales Event. The foundation of a successful sales event lies in thorough preparation. Begin by defining your client avatar and refining your offer to ensure it resonates with your target audience. Segment your leads into cold, warm, or hot categories, and tailor your approach based on their familiarity with your business—whether they’re at the top (TOFU), middle (MOFU), or bottom (BOFU) of the sales funnel.
Develop comprehensive offer lists that include:
- Engaging questions to spark conversation.
- Clear explanations of the problems you solve and the pain points you address.
- The benefits and transformations clients can expect.
- Detailed features of your offer.
- Unique Selling Points (USPs) that distinguish you from competitors.
- FAQs and prepared responses to common sales objections.
Equip your sales team with a concise one-pager that includes a summary of your company’s vision, mission, and story, a short bio of key figures like the CEO, and quick access to the offer lists. Additionally, set up an affiliate program with necessary assets like social media and email graphics, personalized links, and a robust tracking and payment system.
- Hosting the Sales Event. Choosing the right type of event is crucial. Determine what format will best attract your specific avatar and consider various event types such as workshops, summits, or community events. Each event should be designed to provide immense value, whether it’s free or paid, live or prerecorded.
During the event:
- Engage actively with the audience rather than just presenting to them. This builds a connection and helps establish trust.
- Introduce the problem, educate attendees on its causes, present your solution, and explain its significance.
- Highlight why your company is best suited to help and why your offer is their best chance for transformation.
- Tackle known objections and prompt attendees to take action, whether through signing up for a free gift, making an offer, or agreeing to future contact.
- Ensure all questions regarding the content and the offer are thoroughly answered.
- Closing at the Sales Event. When it comes to closing the sale, your approach should be grounded in integrity and clarity:
- Avoid disparaging competitors. Instead, focus on concepts that don’t work.
- Be honest and don’t overpromise—the value of your offer should be compelling on its own.
- Use limited-time bonuses and guarantees to alleviate purchase hesitations.
- In one-on-one interactions, prioritize listening over speaking. Guide potential clients towards making a decision by re-presenting the transformation opportunity, emphasizing the value, and restating any time-sensitive bonuses or guarantees.
- Follow-up After the Sales Event. Develop a systematic follow-up process that includes:
- Offering value-adding one-on-one meetings to address any remaining obstacles from group discussions.
- Establishing a follow-up cadence with attempts spaced strategically over time.
- Employing email and text scripts that inject urgency, like limited-time offers or reminders of dwindling slots.
- Consider sending value-laden content that can build further trust and lay the groundwork for re-pitching the offer.
Each stage is crucial and requires careful attention to ensure not just immediate sales, but also long-term relationships and customer loyalty.
Need help structuring your sales event? Let’s talk. It’s FREE. ShaCannon.info/talk