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Step Five: Start Making Money.Every presentation is a sales presentation. You must know what your are selling and know how to maximize the future potentials sales of every presentation. The point of every presentation is to make a sale. You don't go into a presentation without knowing what you are selling and what you plan to do to close the sale. In strategy, we call this the "claiming a position" step in the Progress Cycle. You claim a position by getting acknowledgement of others regarding your right to your claim. Unless people acknowledge your claim, nothing is accomplished. Of course, the most important acknowledgement is money. For more about the products your have to sell, go here. Sell Yourself: A speaker is always selling themselves and, in some situations, you cannot actually pitch actual products. However, in every situation, you can give every member of your audience an incentive to contact you in the future. As Sun Tzu says, offer them an advantage and they will come to you. You should never give any kind of presentation where you are not able to give out your contact information and offer a valuable reward for those who take the trouble to contact you. The most painless way is to mention your website or email address. Better is to give out a card or coupon with your offer and contact information on it, that your attendees must physically choose to take. The most persuasive is to simply hand everyone your coupon or card. Over time, you want to package you training services as products. The Institute is moving toward standard Training Products in the form of keynotes, training sessions, seminars, and workshops. Sell Clearbridge Strategy Books, Audios, and Videos: In every presentation, you should set up a table at the back of the room with a sample of all Clearbridge books, audios, and videos. This is why we send you samples of all the books when you start. (In the future, we are going to give samples of audios and videos as well.) These product represent a reliable income stream. With them, you should have an order form with prices and, for example, a 10% discount for people who order after your seminar. Put your name and contact information on top of the form with a deadline for getting the discount. You can take check or, much better, get setup by your local bank so you can take credit cards. You Don't Have to Have a Book Inventory: Though it is more profitable (because of shipping costs) to have your own inventory and, when possible, physically deliver the books at the event, you don't have to start with an inventory. Clearbridge will ship the books for you. You should only invest in an inventory when you get an idea about how many of which books you can sell. The way this works is simple. You charge your customers or take checks under your own name. Then you enter the orders into the Strategy Shop, using your "bill-to" address and your customer's ship-to address. Use your TRAINER code to get your 55% discount. The difference between what you charge and what we charge you less the shipping and handling is your profit. These products are often more profitable than another other Back of the Create a Website with Clearbridge Affiliate Links: If taking the orders is too much trouble, you can still make money from selling books, audios, video, and on-line training. Simply set up your own website to refer customers to. At that website, link to our site using your Affiliate Code. You will then get 10% commission on everything any customer you refer buys from us as long as you remain an Affiliate. You will ALSO get a 5% commission on any sales through from customers who your customers refer, if your customers also become affiliates (if they sign up as Affiliates, they only get a 5% commission on their customer's sales). Develop Your Own Products: We cover product development in Making Money by Speaking, and over time you want to develop products to enhance your credibility, but having your own products is less important to profits than you might think though it is a great long-term goal. Everything in sales is a percentage. The more risk you take, the bigger the percentage you get. Even when you publish your own books, you don't get 100% of the profit because you have to pay for the printing, shipping, and so on. We explain more about this fact of life in our discussion of product development here. If you are going to develop your own products , however, it is important to develop products that can be profitable and that, ideally, that others can sell profitably as well. We can offer various services helping you develop your books, audios, and videos. Again, that discussion of product development is covered here. |
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Copyright 2005-2008, Science of Strategy
Institute / Clearbridge Publishing, Gary Gagliardi
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