Too many speakers and entrepreneurs think too small when it comes to speaking from stages.
Today’s episode will open your minds up to the possibilities there are with speaking and the different ways you can spread your message.
I often speak to aspiring entrepreneurs, business owners or celebrities and they have tunnel vision with regards to the type of platforms they want to speak from e.g. Keynote presentations, corporate training etc.
That is until they see what the back end opportunities are from each type of delivery…
They almost all change their approach once I introduce them to what I call my ‘Trojan Horse Strategy’.
Check out today’s Episode which is part of a 5 day training series where I will introduce to you the 5 different types of stages you can speak and get paid on.
Victor Ahipene: Hey team, welcome to day three. Let’s keep this momentum going. We have just hit the halfway mark. Hopefully, you’re starting to see differently well by the end of today. The power of speaking from stages and what it can do for you as your brand, your business, whether you’re starting out or you’re looking to scale and take things and your message and your impact to a whole new level.
I think this is really going to open your eyes because what are you going to learn over the coming session is just exactly the five different types of stages that you can speak from. Not only that, I’m going to give you a behind the curtain look at the different types of income you can make, speaking from these different stages. I’m going to give you case study examples of different people out there in the trenches doing it right now.
I’m going to take you through each of them, how they do it, but also the authority that they have built up in a particular space to be able to get onto these different platforms. So without further ado, let’s jump into it. The five different stages once we have our authority built up. The first one is your keynote presentation.
I’m just going to give you a brief overview of them before we actually jump into the case study, which will give you a bit more of an idea. The first one is the keynote presentation and this is probably the one that I get the most inquiries about in regards to students wanting to share their message, talk about their business, talk about things that they think they can help others within the keynote presentation form which is great.
I mean that the income that you’d be looking at as kind of a minimum of say $1,000 for a 30 to 90 minute presentation. All the way up to 10, 50, $100,000 depending on your authority within your particular space. The next being the sales presenter. Well actually, we’ll go back one step. With the keynote presentation side of things you occasionally maybe ask to or offer to give a breakout session which allows you to go into a bit more depth in your area of expertise or what you’ve spoken on.
You may have given them that broad taste of your overall speaking system, your supermodel speaking system. You might go deeper into one branch of that in your breakout sessions. That is your end can be really, really great for showing that you can not only give that overarching view, but that you’ve got some depth and some in some substance.
The sales presenter side of things is generally the complete flip side. Keynote presentations, this is the commonly held myths that I want to dispel. Keynote presentations are you are paid and you’re expected to not pitch from stage. Sales presentations, you’re generally not paid and you will give the event organizer 50% of any sales that you make. That’s the general rough numbers.
Here’s the thing though you can do a keynote presentation and a few crafted correctly using the story selling methodology and the speak to sell methodology that you’re going to learn over the next couple of days. You can actually craft a presentation that you don’t have to pitch from stage, but you can generate a flood of new clients and one of my students that we’re going to be looking at on the final day, we’re going to have a look at him as a case study.
He generated six figures from his presentation and it was a keynote presentation. So do not cut yourself short if you are thinking that you’re going to be a keynote presenter. Same with the sales presenter. The other avenues and these are the things that people often don’t look at from a speaking on stages as workshops and training going in and either running your own workshops and trainings or going into different organizations and corporations and running workshops and trainings for them.
The next one is I guess a variation of the workshop training side of things. It is where you can go in and create your own online courses or use webinars or a different training software’s to be able to be an online trainer. Many times the power of this is that it allows you to do something once. Say this for example, and it can be continually generating value to your audience or servicing your audience in different ways while you sleep.
They’re 24/7 that we all kind of aim for. That allows for bigger leverage, but it also allows you to tap into audiences that aren’t restricted by geography or location. The final stage that you can speak on is as a consultant. Going in, giving short presentations or training to someone or to the workshop trainer and then that can continue and be a bit of a hybrid. You may do some online training following that.
Those are the brief overview of the five different stages that you can speak off of. What I want to do now is take you through some examples. This is Nick Bowditch. He is what I’d call the keynote speaker. He built his authority off that final level that is in that star methodology. It was the results and expertise. His previous role was head of marketing for Facebook, Australasia and head of Twitter marketing in Australasia.
He positioned himself from his expertise as being the only person to be the head of marketing for both Facebook and Twitter in Australasia, which is a cool position. Yeah, you go, “Well that’s pretty impressive.” It is. Nick, you can have a look on his website. Last time I checked it was $10,000 for him to do a keynote presentation plus business class flights. Plus, if he’s staying at five-star accommodation. I remember when I was talking to Nick last, he did 30 presentations in 40 days.
You can do the math’s off there and just think of your business. If you did a whole lot of lead generation on the front end. January and February to over 30 days and you bring in a huge chunk of revenue and then all these other opportunities coming off the back rather than maybe doing one or two presentations every week.
You can potentially, if you sit up your speaking business, if you sit up your speak to sell model correctly, you can be highly dense going bang, bang, bang. Then you can focus on the other aspects or the servicing or actually fulfilment of your products and services for the rest of the year. That’s what Nick does from his side of things. This is command z. He is based in the United States.
He built his all authority through the press. He also being an author, he contributed to key press outlets. So Ultra-preneur Inc., Huffington Post. He continually writes for a lot of the big online publications, which positions him as an expert. They’re fortune 500 companies seek out to come in and do consulting. For his consultancy fee, a half-day training would be business class flights, business class accommodation, and $20,000 for a half-day presentation, which sounds pretty good.
He’s spoken or trained in over 30 different countries. What’s really interesting about this is, just like the authority ecosystem, for every presentation, if you’re speaking at one fortune 500 company, they’re not usually just the one location or a one trick pony. They’ve often got offices nationwide and worldwide.
So you’re tapping into that network and you’re getting that social proof, that authority, “Hey, I’ve already trained at your company in a different country. How about I come and do it over here?” You can see how this authority ecosystem continually builds if you position yourself right from the start. Yet outside of that, he’s obviously built other areas and strands of his star authority ecosystem. That’s what he started with purely just the author side of things.
This is a friend of mine from Australia in Brisbane, Anthony Kirby. He is the Workshop Wonder Kid. He used results and expertise to build creadality. He was a senior executive at a home and land package company where he brought it into a new state grew the business up and used the results from that as it was the fastest-growing one in the state and the success that he did to go out on his own.
Now, he consults to companies of similar nature and anything in regards to sales and systems because he has the results. Now, he can go to a medium to large size company who have focused on sales and walk in there and charge one to $2,000 a head to take a one-day sales workshop. If those people improve by a sale per month, it’s a huge payoff for the company, particularly if they’re selling our home and land package. He can have the power of leverage rather than training those 50 people one to one. He can do it over a day to 50 different people in maybe a 50 to $100,000 day from speaking from that type of stage.
Final personal want to show you is Russell Brunson. He’s the sales presenter. He goes and speaks. Now he’s got a speaking team to different events. He spoke at an event that Grant Cardone put on. He had an offering for 2,000 US dollars. It was some online software. At the end of it, he generated $3.6 million in sales from a 90-minute presentation. Of course, as I said earlier, the sales presenter is going to get 50% of that fee to the organizer. He made over one $1.6 million in 90 minutes.
He likes to call himself the million-dollar an hour man because he made on average a million dollars an hour while speaking. That’s why I think for a very large percentage of businesses, being able to get in front of your ideal audience with the ideal presentation is amazing because you can create that leverage of being able to present to multiple people at any one time.
That’s why I love the event side of things. You can either team up with people to speak at their events if you’ve got a proven presentation or you can run your own event. We can talk about that later in the week as putting on your own events and having a proven presentation that you have a sales offering.
At the end of it then you can provide services, products or coaching or whatever it may be that you offer in your business. Instead of splitting the 50% side of things, you just pay your marketing. You get the bums on seats and then you generate this following. So being able to do that in half a day or a day rather than spending a week or two chasing out sales calls and all the rest of it can be super, super powerful.
The question I’d get from a lot of people is, who does event public speaking work for? We’ve gone through all these different options. The workshops, the keynote speaking, the consulting, all of it. But from putting on your own events or speaking at other people’s events, which is really where I feel the power. I mean the speak to sell methodology works on any stage, but from a profitability and business generating side of things.
Event public speaking or running and speaking at different events, I feel that the way to go from a growth standpoint. This can work for anybody and everybody who you may be an agency or a freelancer looking to get in front of more of your target market. You may be selling information products like I do, coaching and consulting. Even with marketers put on their own information nights where they get people along.
The ones that I have seen that have been the most successful in those different spaces are the ones that have been able to present and tell their story in an effective way to get people to take that first step of action. You might be a local, small business that when I owned a physio therapy practice, just speaking to three doctors and putting together the right presentation lead to over six figures and business over the coming year that they would have otherwise not referred to physio.
Just by educating them in the right way, using the right proven presentation. You may be a nonprofit or even better, you might just be getting started and you go, “Look, I haven’t got huge amounts of money to be able to spend on marketing. So what I’m going to do is maybe use my knowledge and expertise to get in front of the right people and get that kick start and my business to be in front of 10, 20, 30 of the key people who may benefit my business the most.”
My question that I asked you is, out of all of those that you’ve seen, which ones do you want to become? Do you want to become the keynote presenter? Do you want to be the sales presenter? Do you want to know sales present or event presenter? Do you want to be the workshop trainer, the online trainer, or the consultant? Because as you are answering yourself there, I want to introduce you to the Trojan horse method. This is something that a lot of people don’t realize when they are out there speaking is, I get a lot of people saying, “I want to be a keynote speaker. Can you help me?” Yep, sure, I can help you. We’ll put together the systems to be able to get you onto stages.
They say, “That’s my goal. I’d love to do 20, 30 talks a year where I’d get a $10,000 a piece.” Here’s something that we’ve created. This is exactly the same image that you saw before. The difference is, what I want you to think about is, my first weekend Nick, he has a keynote presenter, but he uses that as a backdoor to be able to offer workshops and trainings to the specific businesses that he is targeted to get and to be able to give keynote presentations.
With Anthony Kirby, yes, he runs this workshops and trainings. Then rather than working with the whole company, following their Hilden work with their top executives and managers from a consultant role. From the [inaudible 00:17:00] when he goes into these fortune 500 companies, he will go in and give a workshop or training or your consultancy. Off the back of it, he will offer them a 20, 50, or 100 licenses of his online training program that he has, that it’s one and done.
He’s done it. It’s already done. Anything that he gets on top of it as basically profit. He’ll charge $2,000 and $2,000 for an online training program that he’s already created. What I want you to think about that is, if he does a half day presentation for 20 to $30,000 for half day presentation and then he sells 50 licenses for $2,000 a pop. All of a sudden he’s tuned as five figure presentation, that $30,000 presentation into $130,000 presentation without doing anything else.
Russell Brunson’s the same, he’s the sales presenter, but he sells training for people to then use his online training product. His ClickFunnels product. For him to decide, “Hey, I might go and become a keynote presenter versus I don’t think anybody in the world is going to pay him over a million dollars to give a keynote presentation.” He can get on the right stage though and have an offering that is going to help people take things to the next level with the business.
He can offer a sell that at the backend. Then he’s got upsells where he runs workshops for his elite students who are getting results. It’s a combination of all of these. When you’re thinking about which stage do you want to be on, understand that the speak to sell methodology will work with any of them.
If you’ve got your supermodel speaking system in place, you can implement it for keynote presentations, sales presentations, workshops and trainings. You can create online trainings off the back of it or you can go on and use that methodology, that system that you’ve created to go and consult and teach that other companies. It’s all about being able to package it right and present it right.
Go away and figure out what is the first stage that you want to start attacking. Then I want it to start brewing in the back of your mind that you can use it just as the first step to multiple steps rather than the end go.
How I want to be a keynote presenter, but what other avenues are, what other doors connect open while I’m already there. Let me know. Flick me an email. Send me a message on Messenger and tomorrow what we’re going to do is start putting the skeleton together using my public speaking blueprint to then add the speak to sell methodology and on the final day so that you are set to be able to speak to sell on different stages to grow your business. Because with the right presentation given to the right audience at the right time, you are just one presentation away from making six figures from the stage. I’ll see you all tomorrow.