In this episode I discuss the final of 12 projects to get to 7 figures in your service business. How to build a live conversion event to drive people into your Ascension Offer. We discuss what you should and shouldn’t do while planning a live event your audience.
Frank Bria: 00:00 The six to seven figures show, episode 65. Let’s hit it.
Announcer: 00:04 Broadcasting from the Valley of the sun outside Phoenix, Arizona. This is the six to seven figures show, tired of working so hard and having no time. Take your six figure practice and turn into a thriving seven figure enterprise. And now your host, author, speaker, mentor and strategist Frank Bria
Frank Bria: 00:29 Hey everyone. Welcome to the six to seven figure show. I’m your host, Frank Bria. And today we are going to have a special episode, a series of trainings that we are talking about, which are going to be the 12 critical projects that you need to execute in your business in order to hit a hundred K a month in your service business using a high ticket program. There’s a lot of focus that we spend on the design upfront, but we are going to be focusing on one of those projects today. So we’re going to cut over to training on one of those projects. And after the training’s done, come back as hang with us and I will give you a way for you to get a copy of some of this training for yourself and we’ll turn it over to there. Everyone, Frank Bria here.
Frank Bria: 01:19 And we have reached the 12th project of the 12 days of seven figures, which got a little ungated this week, so I apologize about that. But this is the last one we’re going to talk about. We’ve gone through the 12 projects you need to execute in order to hit seven figures in your service business with a group program and a today. We’re going to talk about the last one now. Conversion events are basically in place to help your client move from your Ascension offer to your inner circle offer. Now, people use events for a lot of different things. People do use them, sometimes from your core offered your Ascension offer. But unless your Ascension offer is really high priced, like above 35,000, you shouldn’t have to do that. Just getting good results out of your core offer should get people into your Ascension offer, but getting from Ascension inner circle can often take work.
Frank Bria: 02:13 Some people’s inner circle offers are 40, 50, 60, $70,000, and then that’s the case. You may need an event to make that happen. Now, live events are tricky, okay? This project may be one of the very last ones you actually put together because there’s a lot of risk. Costs can get high, people may not show up. Oh, up. You have to proceed with caution, but having a conversion event between your Ascension offer to your inner circle offer is a great way to get people into your highest paying program, right? First a little bit on events in general, there are two major kinds of events, delivery events and conversion events. They’re different, they’re structured differently, and they have different purposes. Don’t try to do both at the same time. In a event, you simply deliver services to your clients. It’s a part of your overall structure.
Frank Bria: 03:05 In those cases, they’ve paid for the event, in most cases, high prices because they’re going to get value. And you need to ensure that you deliver that value. The event is one of the five building blocks of scalable delivery and so you’ve chosen it to use for that purpose. Even if you enroll people at the event that should be a side gig, a side thing, it’s not the main purpose. In a conversion event, you’re going to use a very particular formula in order to encourage continued work together, usually into your highest priced inner inner circle offer. So how you structure the event, whether it’s two days or three, and whether you, when you decide to pitch during the event is going to be different depending on your offer and audience, but I want to walk you through the major structural components that need to be included.
Frank Bria: 03:58 All right? Step one, implementation. Spend some time during your conversion event to actually implement something. Your clients should walk away with value regardless if they move into your next program or not. So designed something they can do immediately. If possible, move beyond planning into actual action. Get creative, get them on their computers, get them on the phone and have them talk to people. Have them upload something, leverage the time together to do something quick, but that’s a big win with big leverage. So having people feel like they got something done is a really important step of the process and it’s going to serve as motivation for them wanting to continue to work with you. All right, step two, journey anchoring. Now this is a really important emotional motivational portion of the event. Spend some time explaining the journey from here. Done correctly. You’ll have folks in your Ascension offer at some point during their 12 month journey or similarly depending on what your offer is.
Frank Bria: 05:06 Okay, what comes next? That’s the fundamental question that people need to understand. So anchoring means outlining details and getting people emotionally hooked on that outcome. You want your attendees mouths to water over the three year journey milestone that you’ve laid out in your customer journey map and you do that using three important techniques. First, motivation. You need to ask the question, why is this journey the right one? Why is it important to you? Why should it be important to them? They need to understand why the next step is the one that they need to take to proof use case studies, leverage attendees at the event if possible. Especially those who have [inaudible] already been there. Use them as panelists or speakers. Get people up on stage who have been through this before so they can talk firsthand about what that’s like and three urgency. Explain the cost of inaction, what’s at stake.
Frank Bria: 06:07 If they don’t go on the journey, where will they likely end up instead? I’ll give you an example. One exercise that I like to do at live events is to have people write down what they want to make over the next 12 months and then write down what they would do if they actually hit that goal. They write down the things that they would buy, the things they would do. Then I have them basically cross all of that stuff out physically on the piece of paper and tell them that that’s what’s going to happen if they don’t take action in the next 90 days. All that stuff goes out the window. So it’s a pretty jarring experience for people. But it’s really motivating. Step three, offer your inner circle. Offer should be a natural opportunity to continue to work with your clients, but don’t fall into the trap of making this a hangout mastermind, okay?
Frank Bria: 06:59 Those things rarely scale because they rely basically on the star status of the entrepreneur rather than the value that they generate. You can’t pull it off more than once or twice. There’s just no way. You can’t get people to fans status that fast. The offer should be limited. It should only be a few spots. It should be highly intimate, but don’t sacrifice on the processes needed to get your client the outcome they want. Make sure you connect the dots for them between the offer and the outcome. All right. Step four. Resolve concerns in any high level investment. They’re going to be a lot of people who are sitting on the fence. They want the offer, but they’re nervous. They’re not quite ready to make the decision. Make sure you take time to speak to those folks. Now, some attendees are going to conclude the offers, not for them.
Frank Bria: 07:48 That’s fine. Those are not the ones that you want to focus on. Keep in mind that concerns really only fall into three major buckets. Program isn’t clear, you’re not completely credible or the client isn’t sure of themselves. Those are really it. Questions about affordability are kind of broken down into two categories. You either have the money, you don’t want to spend it or you just don’t have the money. There’s literally not a lot you can do about the second group, but the first group concern isn’t about money. It’s about the three objection areas I just covered. So have Q and a sessions for those people who are on the fence, let them ask their questions and make sure that you redirect and re anchor the questions back to one of those three areas. Find out which one really is the issue, so ask them follow up questions and dig in.
Frank Bria: 08:35 Do some spot coaching with people who are on the fence. For example, questions about program details like someone says, how many meetings are there? All right. That’s really a question about whether they understand the program and are convinced it works because if they really thought the program worked, they wouldn’t really care how many meetings there were, they would just sign and worry about that later. So don’t just answer the question that’s asked like how many meetings there are focused on the big picture. In other words, does the person truly understand how the program works and how you’ll get them the outcome that you want? Step five, close in real time. It’s kind of Ahmed for high ticket programs to require some kind of strategy sessions. So don’t take applications for strategy sessions here at the event. Take deposits. Now you should try to screen in real time at the event so that you get things kicked off as soon as possible.
Frank Bria: 09:30 If you really have to do some kind of post event session, then get into deposit and refund it. If the strategy session doesn’t go well, but ideally your inner circle offers should kick off towards the end of the event. For example, do a special lunch on day three or add a bonus day at the end for the people who join the program, that creates urgency for those who are [inaudible] in attendance so that they’ll take action quickly. All right? It’s a ton of different ways to create an event. There are strategies and scripts for various techniques and LP and psychology. They will all generally work. If you build in the five processes that I talked about, it’s less important, you know, the logistics, how many hours in the day do you keep them till 10 o’clock and get them exhausted? Or I’m something gals, as long as you actually get real work done to motivate content continuity to continue to work with you and that you can show how that’s going to work design your event, right?
Frank Bria: 10:34 And you’ll have a great funnel basically to put people into your highest end offer. Alright. That is it that I’ve got for ya. Version events. I’ll put the notes to the training here as a comment and that’s been it for the 12 days. Now here’s a special bonus. I’m going to do one more training later today on content as a bonus. And we’re going to talk about the different content areas that you should be including in your marketing based on the psychological positioning and journey of your customer. But that’s it for project 12. Hope there’s been useful. Let me know in the comments if you’re planning on doing an event sometime soon and we can talk through the strategy. All right, everyone, take care. Talk to you soon. Bye. Bye.
Frank Bria: 11:19 All right, everyone, that’s it for today. And two things that you want to do. Number one, if you have not had a chance to join our Facebook group, you need to be able to do that. This is really where we’re going to be discussing a lot of this stuff in detail. You can actually in the Facebook group get written documentation of the project that we just discussed. So where you want to go to is facebook.com/groups/high ticket program altogether. In one word, no breaks, no dashes, a high ticket program. So facebook.com/groups/ticket program. That link is below the video or in the show notes page. If you’re out and about listening to audio, come on back to click on through and join absolutely free. Other thing that we want to offer you is called our 12 week high ticket program black book. This is over 60 pages of standard operating procedures for designing, launching, executing your high ticket program. The way you get that is you go to Frank bria.com/blackbook again, the link is below here for you to grab that. A high ticket PR program is our Facebook group. The black book is our free 60 page standard operating manual for how to run a group program. Go get that at [inaudible] dot com slash Blackbook and we will see you there. Thanks again for so much for being with us today. We’re going to have great content again
Frank Bria: 12:42 Coming up soon. So stick with us for our next episode and we’ll see you soon. Alright everyone take care. Bye bye.