Build a Killer Coaching Business from The Stage

SECTION 4: 7 Figure Presentation Formulas: Platform & Keynote Speaking

Section 4 Outline: 7 Figure Presentation Formulas: Platform and Keynote Speaking 1.0 Stage Speaking 2.0 Platform Speaking: Organize Your Advice 3.0 Platform Speaking: Create Your Value Stream 4.0 Platform Speaking: Service Offer Breakdown 5.0 Keynote Riches

LESSON 1: Stage Speaking

Lesson 1 Outline 1.1 Two Genres of Stage Speaking 1.2 Platform Speaking Outcomes 1.3 Six Types of Keynotes 1.4 Two Main Classes of Keynotes 1.5 Keynote Speaking Outcomes

Two Genres of Stage Speaking Platform Speaking You are not paid to speak but you can sell from stage with a direct sale’s pitch. Keynote Speaking You are paid to speak. This means that seldom will you be allowed to make a direct sale’s pitch. Other types of stage speaking can include: Training Certification Mastermind NOTE: The focus of this training will be on the presenting as a platform and keynote speaker.

Platform Speaking Outcomes The goal is to educate/inspire/sell the audience on NEXT STEPS. The ‘NEXT STEP’ should include an offer for your coaching services. You want to ensure you anchor the name of the program throughout your presentation. Outcome Options: *Direct Sale Assessment/Application Process In-Event/Post-Event Consult

Six Types of Keynotes There are potentially six types of keynotes every CEO should be prepared to deliver: The keynote address before a live audience at events/conferences. The keynote address to the leadership team within the company. The keynote address to the employees of the company. The keynote address to shareholders. The keynote address to your Board of Directors. The keynote address to VC/Angels. NOTE: The focus of this training will be on creating a keynote address before a live event.

Two Main Classes of Keynotes There are two classes of keynote presentations to master before a live audience: The keynote built around your personal brand. The keynote built around your corporate brand. NOTE: This training will focus on creating a keynote around your corporate brand.

Keynote Speaking Outcomes The goal is to educate/inspire/sell the audience on NEXT STEPS. Two Keys to Success: Negotiate with the event/conference/convention organizer what you can do as a NEXT STEP with the audience. Anchor the name of your coaching program with your SDM. Outcome Options: Free Training Assessment/Application Process In-Event/Post-Event Consult

LESSON 2 Platform Speaking: Organize Your Advice

Lesson 2 Outline 2.1 Eight Ways to Organize Your Advice

Eight Ways to Organize Your Advice Chunking/Organizing your advice to make it flow for a strong value proposition EBSF #1 – Headline (R) EBSF #2 – Critical Advantage & Benefit (R) EBSF #3 – Key Problem (L) EBSF #4 – Introduce Your Solution (L) EBSF #5 – Case Study (R/L) EBSF #6 – Competitive Advantage (L/R) EBSF #7 – Showcase Part of Your System (L/R) EBSF #8 – Showcase Your Whole System (L/R) NOTE: Review Lesson 4, Section 3: EBS Value Stream Formula

LESSON 3 Platform Speaking: Create Your Value Stream

CASE STUDY: Value Stream Breakdown From Section 2, you understand how to leverage Education-Based Selling (EBS) with Value Based Selling (VBS) and create a value stream. EXCLUSIVE BONUS: The Ultimate Offer Formula™. In Appendix Two, review 6.0 Offer Case Study PowerPoint Slides with emphasis on the value stream breakdown in lesson 6.3.

Value Stream Breakdown Key Points How you set up your offer is crucial. Know who you are up against so you can frame yourself as indispensable and incomparable. Build anticipation before you build confidence. Use trial closes to get agreement with the audience. Anchor the name of your coaching program AND the key place where the investment is going to occur.

LESSON 4 Platform Speaking: Service Offer Breakdown

CASE STUDY: Service Offer Breakdown From Section 2, you understand how to leverage Education-Based Selling (EBS) with Value Based Selling (VBS) and create a value stream. EXCLUSIVE BONUS: The Ultimate Offer Formula™. In Appendix Two, review 5.0 Offer Breakdown PowerPoint Slides with emphasis on service offer breakdown in lesson 5.3.

Service Offer Breakdown Key Points Don’t cheat yourself from this section (Spend 20-30 minutes in a 90 minute pitch). Need powerful transition. Disqualify first then qualify type of clients your coaching program is crafted for. Anchor back to the key points from the Value Stream Section. Continue to build anticipation and urgency with exclusive bonuses to overcome the Barriers to Selling and Seven Patterns of Buyer Resistance Scholarship a certain number in the audience with a reduced investment in exchange for them to be a case study.

LESSON 5 Keynote Riches™

Lesson 5 Outline 5.1 Keynote Riches Guidelines 5.2 10 Essential Elements for an Effective Keynote 5.3 Definitions of Keynote Elements 5.4 Formula for Stealth Selling Inside of a Keynote 5.5 10X Your Keynote Power with an SDM

KEYNOTE RICHES™: This "Below The Radar" System Will Have You Deliver Your Next Keynote Presentation So That You Can Easily Sell High End Coaching Programs. 25

Keynote Riches™ Guidelines Get your audience to feel the totality of their pain. (Leverage Pain with the Big Thesis and the Major Change occurring that the audience must be aware of.) Eliminate any perceived threats in the market place. (Frame properly to get the audience to see, hear, feel…your solution to their specific problem(s).  USE JUST ASK™ formula from Section 1. Speak to the four types of learners: WHY WHAT HOW WHAT IF

Keynote Riches™ Guidelines Get them to do something. Utility is the operative term.   Understand the importance of how to teach within the context of the three avatars of clients you assist. Use the Five Step Avatar Teaching Formula to organize your strategic training around a case study. As you teach/train/inspire your audience think about the specific behavior your want your audience to achieve that directly ties into your NEXT STEPS for the audience to take.

Keynote Riches™ Guidelines Five Step Avatar Teaching Formula to leverage Case Studies STEP 1: Positioning Statement STEP 2: Principle STEP 3: Strategic Positioning (S.P.) that presents the Problem and then introduce your avatar Case Study STEP 4: Discrepant Event (D.E.) STEP 5: Strategic Teaching as a segment of your Bigger System NEXT STEP: Strategic Action (S.A.) which you want your audience to complete. (This should naturally lead to the NEXT STEP you want your audience to take after your keynote is finished.)

Keynote Riches™ Guidelines Have them see you as their only option for long term assistance. Drive them to assess their situation anchored to the status they want to achieve. $$$ TIP I: Increase your influence using strategically created assessment tools… Fact-Finding Self-Evaluating Problem-Solving Benchmarking Deal Facilitating

Keynote Riches™ Guidelines $$$ TIP II Anchor an Assessment Tool to get them into Step 2 to work with you in a DFY and/or DWY service. Refer to Lesson 1 of Section 5, Assessment Tools to Ignite Trusted Advisory Status

10 Essential Elements for an Effective Keynote Thesis System USP UPP Bold Prediction Social Proof D.E. [P.I] Case Studies Pattern [Educate/Inspire/Sell] Close

Definitions of Keynote Elements USP = Unique Sales Proposition/Position S.P. = Social Proof B.P. = Bold Prediction S.P. = Strategic Positioning D.E. = Discrepant Event [P.I. = Pattern Interrupt] Context [Paradigm for Content] U.P.P. = Unique Personal Proposition [Your Story] C.S. = Case Study S.T. = Strategic Teaching S.E. = Strategic Action [Activity]

LESSON 6 Stealth Selling Inside of Keynoting Formula

LESSON 7 10X Your Keynoting Power with an SDM

10X Your Keynote Power with an SDM (to Close More Deals) Anchoring the bigger system (SDM) as you educate/inspire/sell. Visual representations (like your SDM) become even more influential when you show your SDM in relationship to what your competitors fail to do. (Visually and Spatially) You can show the visual of you system you use with your clients, and then pan…use animation tool…to bring into greater focus the key area of your SDM that you are going to teach/train your audience in. DO NOT CREATE THE CARDINAL SIN: Most speakers make this mistake. Be sure to anchor the name of your program (SDM) and not your teaching when you give your keynote. NEVER FORGET: Your audience doesn’t really want to learn anything inductive… they want to be inspired, they want to be entertained, they want to get excited about possibilities.