[powerpress]
Today’s question that I’m going to answer is, “how do I promote to someone to host a party/class?” I’m going to add, “without both of us feeling uncomfortable.” This is a question recently posed to me by a client and I wanted to take a few minutes and share it with everyone.
This falls into the broader theme of how to promote, period. There are five steps to promoting something like this. I know that sounds like a lot of steps but you are going to be ok once you think through them. I made each step pretty simple.
When you are promoting, the verbiage that you use is very important. Before we get into the steps, we need to stop and talk about mindset and benefits. What is the reason you are trying to host a class or party? For the rest of the podcast I’m going to refer to it as an “event,” just to keep things simple. If it’s because it helps your business and is the fastest way to make money, this is might be one of the main things that holds you up. For my client, it felt like the hosting of the event was her asking for some incredibly huge favor, and that made her feel very uncomfortable. Let’s start by talking about all of the benefits to your customer, because in order to explain this properly you need to explain in terms of what’s in it for them and put yourself in their shoes for a moment. Let’s take a minute to brainstorm.
Here is a major paradigm shift for you: the gift you have for your customer is to run an event for them. It’s not something you are taking from them. If you truly believed that, how would that change your feelings and your interaction with them?
Benefits to your customer to host an event:
1. Free product
2. Some extra cash
3. An excuse to see their friends and catch up
4. The good feeling of helping a friend
5. Getting additional exposure to the product line and other things might solve their problems.
If you are feeling skeptical of this, let me tell you my story. If you have been following my podcast for a while, you know that I discovered essential oils a few months ago. I had been diffusing them in my office while trying to survive allergy season and decrease my stress level. People kept asking me about them, and I didn’t know enough about them to properly explain them. So I had my rep come in and teach a class at lunch. Those benefits I explained earlier are legitimate benefits that I realized while hosting a class for my friend. I had four people attend. They got the stuff they needed and we had a lot of fun. Just in that one class, I earned $60 worth of free product. Sweet! I also bumped into $75, although that was not at all the reason I hosted the class. That’s good, because I put that cash towards this upcoming hockey season’s registration fees and had no guilt about not putting it towards the family pot. My friends were so happy and over the next few weeks it was so cool to hear their successes. Last, I didn’t realize how much I didn’t retain when I first bought. When I was buying, I was going through a different process. I was deciding whether or not I wanted to invest my hard earned cash into this product. As simply a participant in the class, I picked up so many things I didn’t remember from the first time, and that really helped me solve even more of my problems. It was a total win for me, and it can be a total win for your customer. Literally the only bummer of the whole experience were the friends who weren’t able to attend for whatever reason.
Now that you have the benefits top of mind, you have the foundation to chat with someone about the possibility of hosting an event. Like GI Joe says, “Knowing is half the battle.”
Step 1: Transition phrase and explain what you are going to explain.
“The next thing to chat about, Sofia, is whether or not you will want to host an event. I’ll run it by you and then you will be able to decide. Either way is ok with me. I just want to make sure you have the option.”
Why this works: It’s honest and transparent. Neither of you feel like there is pressure, because you have shared that she will be able to decide for herself and if she decides no, you won’t be upset. You should receive some affirmative head nodding here.
Step 2: Third party story. Ideally this would be someone else you worked with to host an event and their success. You can use an example of one of your colleagues if you don’t yet have one of your own. A third option would be to use your own story of hosting your first event and what you were able to earn. Or, you can use my example. It’s a true story.
“One of my friends hosted an event for one of her customers. Three people showed up, and just for having some of her friends over and giving them an opportunity to learn about the products, she got $120 in free product and like $80. Pretty cool, right?” Your customer nods her head.
Why this works: It is a low key, comfortable way to explain and promote success. Hosting an event is an idea that you are selling. Anytime you sell you need to explain the value before the cost, so to speak. A third party story is a great way to explain the value in a way where the person you are speaking with will get excited, and maybe even a little competitive.
Step 3: Explain the process of hosting an event.
“Here is how it will work. We will set a date. I’ll give you an approach of what to say to invite them. We will have fun. If they buy, great. If not, no biggie we will still have fun. My part with them will take 30-40 minutes. If it takes longer it’s because we are having fun or we are helping someone decide.”
Why this works: Again, it’s transparent and you are removing some obstacles like, “it’s going to be so time consuming.” Make sure you quote them the actual time you take when showing your products in this format. If it’s a lot longer than 30–40 minutes then this might be killing your business in today’s fast paced economy. Keep your events simple, which also makes them easy to duplicate.
Step 4: Ask for their opinion. Then close your mouth and let them think and respond.
“What do you think?”
Why this works: Remember they were the ones who get to decide? Don’t run right over them. Get their honest opinion. If they say no, then at least you know. It’s not a big deal. If just half say “yes” you are going to be really busy! And if they say “yes” you can feel really good about that being a genuine “yes,” not a guilty “yes.”
Step 5: Help them!
“Great! I’m going to help you. The first thing is to set up a time. Here are a couple of openings I have, and we will start inviting people just like four days away. Now that we have a date, here is a piece of paper on exactly what to say. How does this feel to you?” And so on.
Why this works: You are the professional. And even if you don’t feel like it, you are still way ahead of them in the game. Give them the approach of what to say, or what to text.
Now that I have broken it down step-by-step, let me show you the finished product.
“The next thing to chat about is whether or not you will want to host an event. I’ll run it by you and then you will be able to decide. Either way is ok with me. I just want to make sure you have the option. One of my friends hosted an event for one of her customers. Three people showed up, and just for having some of her friends over and giving them an opportunity to learn about the products, she got $120 in free product and like $80. Pretty cool, right? Here is how it will work. We will set a date. I’ll give you an approach of what to say to invite them. We will have fun. If they buy, great. If not, no biggie we will still have fun. My part with them will take 30-40 minutes. If it takes longer it’s because we are having fun or we are helping someone decide. What do you think? Great! I’m going to help you. The first thing is to set up a time. Here are a couple of openings I have, and we will start inviting people just like four days away. Now that we have a date, here is a piece of paper on exactly what to say. How does this feel to you?”
The great thing about this five step process is that it can be used to promote pretty much anything you want to promote. You can use this process to promote a sale, a specific product, or giving a shot at building their own business.
That’s it for today. If you are having challenges implementing this, or anything you are reading about, or hearing in the podcast sign up for your free coaching session. Everyone gets one where I will help you to work through a specific challenge in your sales business. You can click on the link that says “Book and Appointment” up top and schedule a time right now. Have a great week and I can’t wait to chat with you next week!
Tasha