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By the end of the speech, over half of the room signed up ( at approximately $1,000/ each) for the investment program they promote.
Given such a high success rate, here are the elements that I think made the sales speech
1) Audience Interaction. The event was a free public seminar that enticed us to come by offering a free book and a meal. Thus, most people in the audience were skeptical. After all, why would someone give all this away, unless they wanted something in return ( our money)?
To warm up this cold audience the speaker used some interactive techniques. For instance, each audience member was wearing name tags, so he weaved through the crowd and called out people by name.
One of the turning points occurred when the motivational speaker interacted with a hairdresser in the audience. He asked her how many hours of training are required to get into the profession. Next, he cleverly undermined traditional financial advisors by showing how hairdressers train over 1400 hours and your typical finance consultant only needs upwards of 30 hours of training (and one simple course).
By engaging an audience member in the example, it brought the group around.
Finally, he regularly had audience members raise their hand to obvious questions ( i.e., how many people want to make more money?) He lightly poked fun at those that didn't raise their hand. Teasing people for not participating seemed to lighten up the tension.
2) Problem/ Solution Format. The motivational speaker described how most current investment strategies ( mutual funds, ETF's, etc.
Next, he got technical and showed us how their software trading platform uses four quick fundamentals to pick stocks at the right time ( fundamental analysis, technical analysis, inner circle, and valuation).
He gave us just enough information that we felt educated but not overwhelmed. Thus, even if we didn't buy the program, we had still learned something.
He also used
3) Know the Audience.
He also converted everything to Canadian currency.
4) The Big Close. By far the most critical part of the success of the event was the final close. In the end, success depends on how many people enroll in the training program.
Difficult employees make up less than 5 percent of most teams and yet they negatively impact morale more than others.Read More