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211: 5 Tips to Get Better Conversions When Public Speaking with Deirdre Van Nest · The Efficient Advisor: Tactical Business Advice for Financial Planners

• 0:00
  Speaker 1: As advisors, we seem to just end up talking in front of groups.
• 0:04
  Speaker 1: It could be a workshop, it could be a webinar, it could be video content, a podcast that you're a guest on or that you host.
• 0:11
  Speaker 1: There just tends to be a lot of ways that we end up talking or doing public speaking in some form.
• 0:17
  Speaker 1: In today's episode, my personal speaking coach, deirdre Van Nest, is sharing with us five tips to become a better speaker, and after we recorded this episode, I had a keynote coming up and I thought I would give her QR code tip that she gives on this episode a try.
• 0:35
  Speaker 1: And you guys, I had a 93% conversion rate, meaning 93% of the advisors listening to my virtual keynote scanned the QR code and gave me their precious email address in exchange for a free resource to help them implement the keynote Like it was.
• 0:55
  Speaker 1: It was huge.
• 0:55
  Speaker 1: She knows her stuff.
• 0:57
  Speaker 1: All of the little tips and tweaks that she's helped me with over the last decade have really brought me to where I am in my keynotes, but also back when I was an advisor.
• 1:05
  Speaker 1: It helped me craft a more compelling workshop or a more exciting webinar that converted right.
• 1:11
  Speaker 1: She's really, really good.
• 1:13
  Speaker 1: So I know these five tips are going to really improve or just modify the way that you deliver your content in a way that will make it better.
• 1:24
  Speaker 1: All right, let's dive in.
• 1:37
  Speaker 1: Okay, and before we dive into the interview, I just want to remind those Ed Jones advisors that you can use your BEP dollars for the group coaching and mastermind program.
• 1:48
  Speaker 1: There's a whole process that I've got out on the systems to scale group coaching and mastermind webpage for you on how to use your BEP money.
• 1:56
  Speaker 1: We are also in process for my CFPs out there.
• 1:59
  Speaker 1: We are also in the process of getting the program approved for some CFP CE credit.
• 2:05
  Speaker 1: So I'm really really excited.
• 2:07
  Speaker 1: You guys will hear me talk about this for just, I promise, this week and next week and then we are done, because the registration for our group closes August 9th unless we max out before that.
• 2:19
  Speaker 1: So we've had so many advisors sign up, we might be splitting into two groups.
• 2:23
  Speaker 1: I don't know what we're going to do yet, but I'm so excited.
• 2:25
  Speaker 1: It has a wide variety of advisors from all different types of businesses.
• 2:31
  Speaker 1: Like the diversity in this group.
• 2:33
  Speaker 1: Of course, all financial advisors the similarities are there for sure, but the diversity of this group is so interesting.
• 2:40
  Speaker 1: I think it's going to make for some really, really good conversations, in sort of the mastermind component.
• 2:46
  Speaker 1: So if you don't know what I'm talking about, go out to the efficientadvisorcom or click the link in the show notes.
• 2:52
  Speaker 1: I've got a whole page explaining how, in a 10 month window, we completely transform the backend of your practice and help you move that whole creating processes off of your to-do list and getting it done once and for all so that you can work more efficiently, more effectively and be in a place where your business is more enjoyable.
• 3:14
  Speaker 1: The goal for me is to help you step out of overwhelm and into that business and a life that you love.
• 3:21
  Speaker 1: So before we dive in, just a quick warning Deirdre and I started recording and the first couple of minutes of this interview I think we were finding our footing.
• 3:30
  Speaker 1: I don't know if it's because we've known each other so long that it makes it kind of funny to do more of an interview style or what, but you might have to just kind of muscle through the first few minutes of it until we really kind of get into some of the tips, because I promise the tips that she does give are super impactful and super effective.
• 3:49
  Speaker 1: So just stick with me here and I just share that, because I only want you guys to get good content, and I'm not saying it's not good, but what I'm saying is I want you to stick around and kind of make it through those first few minutes to really really get to the good stuff.
• 4:03
  Speaker 1: It is what it is.
• 4:03
  Speaker 1: Deirdre and I both laughed about it afterwards.
• 4:06
  Speaker 1: So she's like, wow, where was I going?
• 4:08
  Speaker 1: I'm like I don't know, where was I going.
• 4:09
  Speaker 1: We're like we don't know, but we got into it and it was really good.
• 4:12
  Speaker 1: And, like I mentioned in the intro, I used one of the tips that I had never heard from her before, something new that she had been testing and trying.
• 4:19
  Speaker 1: And I'm telling you what it was amazing.
• 4:22
  Speaker 1: It was a game changer.
• 4:23
  Speaker 1: So let's dive into this conversation.
• 4:26
  Speaker 1: Stick with me.
• 4:28
  Speaker 1: All right, deirdre?
• 4:29
  Speaker 1: I'm so glad you're back to the show.
• 4:31
  Speaker 1: I am so excited to have this conversation with you.
• 4:36
  Speaker 2: Me too.
• 4:37
  Speaker 1: There's just okay.
• 4:38
  Speaker 1: So I'm sure I will cover this in the intro and outro, but I have been working with you now as a speaking coach for how long what would we say A decade?
• 4:47
  Speaker 2: I think it was like yeah, oh my gosh, I think it is a decade.
• 4:50
  Speaker 2: That's insane.
• 4:51
  Speaker 2: I was going to say no, like 2015, but that's a decade almost.
• 4:55
  Speaker 2: How's that possible?
• 4:55
  Speaker 2: I don't know.
• 4:56
  Speaker 2: I feel like it's the COVID time warp, well, and we haven't aged.
• 5:01
  Speaker 2: Which?
• 5:02
  Speaker 1: yeah, we don't look any different than we did a decade ago.
• 5:05
  Speaker 1: I think that's also part of it.
• 5:06
  Speaker 1: That gets kind of confusing.
• 5:07
  Speaker 1: That is definitely part of it.
• 5:08
  Speaker 1: Yes, yeah.
• 5:08
  Speaker 1: But I started working with you maybe about a decade ago, when I started doing keynote speaking and the tip and the tricks and all the little things that you have provided to me the structure, everything took what I was doing for like I was still running my financial planning practice and I was using those strategies inside of the speaking that I was doing for keynotes to financial advisors, but also using them in my workshops and webinars and things that I was doing from a client facing standpoint.
• 5:37
  Speaker 1: And it was amazing to me how these little tweaks and these little adjustments that you gave me, based on all of your experience, totally transformed the way that I spoke to people, the way clients responded to me, the way I spoke to crowds, the way the audience responded at big events.
• 5:56
  Speaker 1: So I am really, really excited for you to kind of share with the advisors listening what is like the absolute things that like as a professional speaking coach, what you see as like these are the easiest low hanging fruit of things that any advisor could tweak and adjust and change to totally just kill their speaking game.
• 6:18
  Speaker 2: Yes, Love that.
• 6:18
  Speaker 2: Okay.
• 6:19
  Speaker 2: So the first one is I see, and I'm sure you've seen this, you've heard this, you may have done this before we met Libby.
• 6:28
  Speaker 2: I don't know, knowing you, probably not, but advisors are spending.
• 6:34
  Speaker 2: Let's just talk about a seminar for a moment, Okay.
• 6:36
  Speaker 2: So what are advisors spending?
• 6:38
  Speaker 2: Let's just go there first to put on the average seminar, would you say.
• 6:42
  Speaker 2: Oh gosh, I mean 1000s of dollars on the average seminar, would you say, oh gosh, I mean thousands of dollars.
• 6:46
  Speaker 2: Thousands of dollars, right, ten, twenty, thirty, I mean thousands of dollars.
• 6:49
  Speaker 2: The mailings alone can be ten grand.
• 6:53
  Speaker 2: And so they put all this time, all this money, into putting on this event and they don't invest in speaker training.
• 7:04
  Speaker 2: Does that make any sense?
• 7:07
  Speaker 1: Now that you say it that way, no, I mean it's like.
• 7:12
  Speaker 2: It's like basically, it's basically like if I went out and I was like, oh, I'm gonna, I'm gonna have a really big party, and because I want everybody to like see my new house, I want everybody I just built this new house, I want everyone to see my new house.
• 7:27
  Speaker 2: I'm in this really really great party.
• 7:29
  Speaker 2: I want to spend all this money on the invitations.
• 7:31
  Speaker 2: I send it out and people come to the house and there's no furniture or food.
• 7:38
  Speaker 1: The substance.
• 7:39
  Speaker 1: The substance and sustenance is missing, Is missing.
• 7:43
  Speaker 1: How does that make me look?
• 7:44
  Speaker 2: Right, not good, and the guests are not going to have a good time.
• 7:49
  Speaker 2: And so that's probably the biggest thing If you're listening and you take nothing else away.
• 7:54
  Speaker 2: If you're going to be putting on your own events and you're going to be investing your precious time and your precious money in your team's time, please learn whether it's from me or somebody else learn how to put together your talk, your presentation, so that it's engaging, the audience likes it and you actually set appointments on your calendar.
• 8:16
  Speaker 2: Otherwise, don't use seminar marketing.
• 8:20
  Speaker 2: Don't do it.
• 8:21
  Speaker 2: You're wasting your time and money.
• 8:23
  Speaker 1: Yeah, no, I mean absolutely.
• 8:25
  Speaker 1: If you're doing something like right, the whole purpose is to get butts in the seats, so you might as well put your money into the part of it that actually makes the biggest difference.
• 8:34
  Speaker 1: Right, like you could scale back on the cocktail bar or on the on the menu itself and reinvest that money into making sure that you are being really, really, really, that you're really articulating your value, what it is that you do and what makes you different and unique yeah.
• 8:50
  Speaker 2: So let me give you an example.
• 8:51
  Speaker 2: I have a client who is in the 401k space, so last year he delivered a presentation in front of his ideal audience and he said I just, I totally bombed.
• 9:02
  Speaker 2: I bombed, it was.
• 9:03
  Speaker 2: It was terrible.
• 9:04
  Speaker 2: Nothing happened.
• 9:05
  Speaker 2: And he had another opportunity to do this again and he came to us saying I am never like, I'm never doing it that way again, like I have to do well at this Right.
• 9:16
  Speaker 2: And so on April 30th of this year he delivered his new presentation and he said it was amazing.
• 9:25
  Speaker 2: People were engaged from the beginning.
• 9:27
  Speaker 2: They stay engaged the entire time and by the time so it was a multi speaker event by the time the second speaker was done speaking, I already had ten appointments booked on my schedule and that will represent for him tens of thousands of dollars in revenue, and this association asked him to speak again the following year.
• 9:53
  Speaker 2: And these are ideal clients.
• 9:55
  Speaker 2: So that's the difference between being humiliated, looking incompetent, right and having nothing to show for it, and investing a little bit of time, a little bit of money and actually shining, looking like the professional that you are bringing in leads that represent tens of thousand dollars worth of business, and being asked back again learn how to speak.
• 10:22
  Speaker 1: Absolutely Okay.
• 10:23
  Speaker 1: So what are some of the things that we could do that you'll I know you're, you know, I know you are worth every penny, but I know you're also a giver, so if you would share with advisors listening, what are some things that we could do, like easy, quick hits to just take our speaking from you know, geeky to super articulate chic.
• 10:45
  Speaker 2: Yes, yes, so let me, let me share with you some of the things that I that I share with with that client.
• 10:49
  Speaker 2: Okay, these are some of the things that he did.
• 10:51
  Speaker 2: Okay, so the first thing is, many advisors think that you have to really dazzle people with your expertise and your knowledge.
• 11:01
  Speaker 2: So there is this heavy emphasis on data points and facts and figures.
• 11:07
  Speaker 2: Okay, not to say that information isn't important, not saying that.
• 11:15
  Speaker 2: But what is more important is not that your listeners get what you're saying.
• 11:20
  Speaker 2: The most important thing is that they feel what you're saying and that's one of the main things.
• 11:27
  Speaker 2: I'm going to call this client sam, because I didn't ask if I could could share his name with that story I just shared.
• 11:31
  Speaker 2: So I'm going to call this client sam.
• 11:32
  Speaker 2: Okay, that's one of the main things that we changed with sam's presentation is we took it from a very sort of like rote fact heavy, you know, kind of boring presentation to one that is infused with the information and the facts that the client needed, but the emotional elements and the engagement is woven throughout the entire presentation so that people actually felt something and it was the feeling that caused them to be engaged and cause them to sign up for an appointment with him okay so how do we do that?
• 12:08
  Speaker 2: yeah, so one of the one of the quickest places to do this is in your opening, okay, and so what a lot of advisors do when they first sort of like take the stage is they will say something like oh, it's so great to be here today, thank you for having me right.
• 12:28
  Speaker 2: Maybe they'll say their name again, even if they were already introduced.
• 12:32
  Speaker 2: Blah, blah, blah, blah, blah.
• 12:33
  Speaker 2: Those are called the unpleasant pleasant trees, and they're unpleasant because nobody cares about them.
• 12:39
  Speaker 2: That nobody cares about them.
• 12:40
  Speaker 2: You're wasting time.
• 12:41
  Speaker 2: And, libby, how long do you think you have to grab someone's attention where they're like hey, I'm either going to listen to you or I'm going to scroll on my phone.
• 12:50
  Speaker 2: How long do you think you have?
• 12:52
  Speaker 1: Definitely less than a minute.
• 12:53
  Speaker 1: I'm going to guess, maybe even less than 30 seconds.
• 12:56
  Speaker 2: Yeah, yeah, it's five to 30 seconds, but I bet these days I mean it could be two seconds because this is just so accessible.
• 13:03
  Speaker 2: These days I mean it could be two seconds because this is just so accessible, yeah, and if it's virtual, it's really short, right, and so right.
• 13:10
  Speaker 2: And so this is the time where and this is not necessarily a conscious oh, am I going to listen to them or not?
• 13:17
  Speaker 2: It's like, does my brain and heart get engaged?
• 13:19
  Speaker 2: And if not, I'm probably going to go do something else.
• 13:21
  Speaker 2: So you really want to grab them in the first couple of seconds.
• 13:25
  Speaker 2: And just had a client in common, right, that you just told me a story, yeah, about how he he used an intention grabber in the beginning and it was like a game changer, a mic drop.
• 13:36
  Speaker 2: Yes, so when you first start speaking, you want to open with a bang.
• 13:41
  Speaker 2: You want to open with a bang, you want to say something that is going to engage them and get their attention.
• 13:48
  Speaker 1: Okay, so give us some examples.
• 13:50
  Speaker 2: Yeah, so one of the simplest things to do that is basically like foolproof is asking a question, asking the audience a question, and you want to ask them a question that is you focused, so like has the word you in it.
• 14:05
  Speaker 2: You want to ask them a question that is you focused, so like has the word you in it.
• 14:07
  Speaker 2: You want to ask them a question that's relevant to the content that's coming and ask a question that gets them agreeing with you.
• 14:16
  Speaker 1: Yes, ok, yes, ok, like the one that I use in my keynote that you talk to OK, so which one is that?
• 14:22
  Speaker 1: Yeah, so I typically depending on the keynote, but I open with if I told you in just a couple of years that you could triple your hourly rate, become a 100% referral only planning practice and at the same time cut your hours by two thirds.
• 14:39
  Speaker 1: Would you think I was crazy Nice, yes, you say that you have their attention.
• 14:42
  Speaker 1: Yeah, and most people are like, yeah, that does sound completely insane.
• 14:44
  Speaker 1: So, yes, we're all in agreement.
• 14:46
  Speaker 2: We're all in agreement.
• 14:47
  Speaker 2: Exactly, exactly, yes.
• 14:49
  Speaker 2: Here's another one I'm thinking.
• 14:50
  Speaker 2: One of my clients, robert, has a presentation on retirement readiness and it's as simple as this this.
• 14:56
  Speaker 2: He'll stand up and he'll say have you ever asked yourself how will I know when I'm ready to retire?
• 15:02
  Speaker 2: Who hasn't asked that question?
• 15:06
  Speaker 2: Every person alive is probably asked themselves that question.
• 15:09
  Speaker 2: Mm-hmm, right and right there, you got them thinking about themselves, you got them leaning forward and you got them going.
• 15:17
  Speaker 2: Oh yeah, I want to hear what's coming next.
• 15:18
  Speaker 2: I had another client, K, in the.
• 15:21
  Speaker 2: She does, like you know, medicare supplements and her question was let me think how this one?
• 15:27
  Speaker 2: It was Diabetes, cancer, alzheimer's Are these the things that keep you up at night?
• 15:37
  Speaker 2: And that made a dramatic difference?
• 15:42
  Speaker 2: Yeah, in her presentation.
• 15:45
  Speaker 2: Right, so you're thinking about, like the theme of what you're talking about, or some of the benefits they get from listening to you, some of the pain they will avoid if they take your advice, and you're crafting the question around that.
• 15:59
  Speaker 1: Okay, I love that.
• 15:59
  Speaker 1: So so, starting off with a question what, how else can we open a talk?
• 16:02
  Speaker 2: Yes, oh, one thing I just want to.
• 16:04
  Speaker 2: I just one thing I just want to add to that.
• 16:06
  Speaker 2: So I had two advisors who I worked with years ago and I came and I critiqued their workshop and they were giving the same workshop the next day to an almost identical group of engineers, and so the only thing we had time there was like 20 things we needed to change.
• 16:26
  Speaker 2: But in one day you know we're not gonna change 20 things, so let's just change the opening.
• 16:30
  Speaker 2: So we changed the opening and they got double the number of appointments the second day as they did the first day, and that was the only thing that's different.
• 16:40
  Speaker 2: So not only is this strategy like an engagement strategy, it's also a conversion strategy even though it might seem like.
• 16:50
  Speaker 2: Not seem like it, because it's at the beginning of the presentation.
• 16:54
  Speaker 1: Okay, okay, and it's because we're hooking them and we're connecting with their feelings.
• 16:57
  Speaker 1: We're getting them thinking, and it's not just a.
• 16:59
  Speaker 1: My name's Libby and I started a financial planning practice back in 2004.
• 17:03
  Speaker 1: And I'm giving, like my bio and all the background and like all this stuff that really doesn't matter.
• 17:07
  Speaker 1: We're leading with getting their brains activated, getting their hearts activated, thinking towards the content that's coming.
• 17:15
  Speaker 2: Exactly, and they're not going on here.
• 17:17
  Speaker 2: Yeah, their phones, they are paying attention to you rather than their phone or thinking about what's for dinner.
• 17:23
  Speaker 2: Yeah, and the ones that are on their phones are taking notes right.
• 17:26
  Speaker 2: That's exactly what you're saying Exactly, exactly.
• 17:29
  Speaker 2: And here's the thing, before we move on to the second tip or the third tip, actually, because the first tip was invest in speaker training.
• 17:36
  Speaker 2: Second tip is open with a bang.
• 17:37
  Speaker 2: If you can grab people in the beginning, they are likely to stay with you, but if you lose them in the beginning, it's hard to get them back.
• 17:46
  Speaker 1: Yeah, okay, that's right.
• 17:48
  Speaker 1: So in the beginning, to open with the band, you can ask a question Is there another way that you would suggest an advisor open a workshop, or is really the question is the best way to do it?
• 17:57
  Speaker 2: Yeah, I think until you're, until you're a, if you are a trained speaker who has experience, you can start flirting with other ways.
• 18:07
  Speaker 2: Or if that's something like maybe you have some natural ability there, maybe you've done improv, you're in acting, right, you could, you could try, you could open with a story.
• 18:15
  Speaker 2: But if you, if you haven't been trained as a storyteller, that can be really dicey, because if you ramble, you don't make a clear point.
• 18:22
  Speaker 2: If there's no clear connection from the story to the content, you can lose people.
• 18:26
  Speaker 2: So I say this with caution, but that's another way.
• 18:29
  Speaker 2: A startling statement is also another way, but I just feel like the question is really the tried and true.
• 18:37
  Speaker 2: You're usually gonna get the kind of result that you want and it's not super risky.
• 18:43
  Speaker 1: Okay, great, okay.
• 18:44
  Speaker 1: So we invest in speaker training.
• 18:45
  Speaker 1: You teach us to ask great questions.
• 18:47
  Speaker 1: What else, like, what else, can an advisor do to make a big difference in their workshops, right away?
• 18:53
  Speaker 2: Yes, OK.
• 18:54
  Speaker 2: So let me look at my next tip here.
• 18:58
  Speaker 2: Ok, a lot of advisors don't have a clear call to action yeah, okay right, yeah, so if you're going to do a presentation and the goal is to get people on your calendar, then you want to make it really clear.
• 19:19
  Speaker 2: You want to make it compelling for them to do so.
• 19:24
  Speaker 2: So, thinking in advance, you know when you're, when you're deciding what you're gonna to talk about you want to think about what is like, what is the subject I can talk about?
• 19:36
  Speaker 2: That's most likely going to get them to say, yes, I want an appointment with you.
• 19:40
  Speaker 2: Okay, so don't pick the subject and then try to like shoehorn the appointment.
• 19:47
  Speaker 2: Actually think about what you want from it and pick the subject based on that.
• 19:53
  Speaker 2: And then all of that obviously has to tie into your niche market.
• 19:57
  Speaker 2: I know you talked about your ideal client avatar, right?
• 20:01
  Speaker 2: So think about the problems that they're having, the concerns that they have, the aspirations, and then it's like, okay, well, what do I want them to do?
• 20:12
  Speaker 2: I want them to come into my office.
• 20:13
  Speaker 2: What subject can I talk about?
• 20:14
  Speaker 2: That's most likely going to get them want to do that.
• 20:17
  Speaker 2: Does that make sense?
• 20:18
  Speaker 1: It does.
• 20:18
  Speaker 1: And so then we want to have a clear like here's what I, okay, so we just talked.
• 20:22
  Speaker 1: Here's what I want you to do with all of this information.
• 20:24
  Speaker 1: I want you to have an appointment with me.
• 20:25
  Speaker 1: How do we say it in a way that doesn't feel salesy or slimy or cheesy?
• 20:30
  Speaker 2: Yes.
• 20:31
  Speaker 2: So let me think about a client, a client named Mike.
• 20:34
  Speaker 2: Okay.
• 20:35
  Speaker 2: So he was doing these college planning seminars for years and when we met he said I'm really thinking about giving them up.
• 20:44
  Speaker 2: I just I'm not really getting anything out of it.
• 20:48
  Speaker 2: So we went through the presentation and the problem and I'm going to circle back so I want to kind of like illustrate this so people understand the problem was that he did these college planning seminars but he didn't want to just be the college planning advisor, he wanted to be a full service, holistic advisor.
• 21:07
  Speaker 2: So he wasn't getting the right type of people signed up and when they came in to see him, there wasn't.
• 21:11
  Speaker 2: There wasn't getting the right type of people signed up and when they came in to see him, there wasn't, there wasn't a conversion rate, because they thought they were just coming to talk about some strategies for college planning, not retirement planning as a whole.
• 21:21
  Speaker 2: Okay, so going back to this idea of making sure your subject and your offer and what you want matched what we did for him and then I'll talk about how he talked about coming into the office what we did for him is we made sure that the presentation actually educated people on and made the case that if you properly plan for college, you can still have enough money left over to retire, right?
• 21:47
  Speaker 2: So we wove those two together and so by the time we got to the offer, people knew they were coming in to meet with them if they wanted to plan for college and not go broke in the process, so they had money for retirement, okay.
• 22:05
  Speaker 2: So the way he would talk about it is so.
• 22:08
  Speaker 2: His system is something his was is called.
• 22:11
  Speaker 2: I think it's the.
• 22:11
  Speaker 2: I think it's like the five step.
• 22:15
  Speaker 2: His talk was how to, how to go, how to pay for college and still have enough money to pay for your retirement.
• 22:21
  Speaker 2: And I want to say this system was like that you know the five steps to college planning without going broke, and then he would offer a planning without going broke and then he would offer a.
• 22:36
  Speaker 2: This is not exactly it, but like a don't go broke strategy session, right.
• 22:37
  Speaker 1: I kind of like it.
• 22:38
  Speaker 1: That's cute, right.
• 22:40
  Speaker 2: Exactly yes.
• 22:40
  Speaker 2: So it was like don't go broke strategy session and so.
• 22:45
  Speaker 2: So then that's it Like hey, if you, you know, if, if, if you're, you know you, you know you learn this, this and this.
• 22:53
  Speaker 2: Obviously, you probably have questions about your own financial situation, because everybody's different, right.
• 22:57
  Speaker 2: So I would love to sit down with you for a you know, don't go broke strategy session and in that session, we're going to talk about you know, your goals, your concerns.
• 23:09
  Speaker 2: You'll get at least one strategy to that you can use to help you pay less for college, and we'll identify a strategy that you can use right right now to make sure you're protecting your retirement.
• 23:21
  Speaker 2: And then, if you want to talk about how I can help you implement what we talked about, we can talk about what it looks like to work together.
• 23:29
  Speaker 1: Okay, okay, so great.
• 23:30
  Speaker 1: I think the hard part, right For any advisor, is that, like being really direct, like we all feel, like we just need to like value, value, value, value.
• 23:39
  Speaker 1: And if we just overvalue, then people will definitely know what to do with that information and they'll want to reach out to us.
• 23:45
  Speaker 1: But sometimes we need to really build that invisible bridge for them, right?
• 23:48
  Speaker 1: That's like, hey, and here's what I can, here's, very succinctly, what, here's what I can do for you.
• 23:54
  Speaker 1: I'm not leaving any gaps for you to fill in with your own assumptions, right?
• 24:00
  Speaker 1: Like we assume, clients know what we want them to do, but they don't.
• 24:02
  Speaker 1: So we want to be very clear that we do this next and it doesn't come off as salesy or cheesy or slimy right, Because it's the next natural progression and we actually want to tell them what to do with that information.
• 24:17
  Speaker 2: Absolutely.
• 24:18
  Speaker 2: And one of the ways that you can really make sure it doesn't come off as sleazy, slimy, that you don't go from one part educator to one part salesperson, because I think that's what most advisors are afraid of, right is you know you open with a bang and then, ideally, you will have something called a roadmap in your presentation, aka an agenda, like you tell people the subjects that you're going to cover, right, and you always want to have what I call the final destination in your roadmap.
• 24:49
  Speaker 2: So, let's say, you're covering, you're covering the top three ways to plan for college and not go broke, right?
• 24:55
  Speaker 2: So strategy A, strategy B, strategy C, so you tell them what those three strategies are, and this is the way I would say it.
• 25:04
  Speaker 2: You'd have to say it in your own language and don't worry, I'm not gonna leave you.
• 25:09
  Speaker 2: I'm not gonna leave you hanging.
• 25:10
  Speaker 2: You know it's very likely that after this session you're gonna have questions about your, your personal financial situation.
• 25:19
  Speaker 2: So before we wrap up, you're gonna get access to a free resource to help you go deeper on your own questions.
• 25:30
  Speaker 2: Okay, so you're already letting them know there's a resource that I'm gonna offer you before we end so that you can take this to the next level.
• 25:40
  Speaker 2: And so then, when you go back and say, hey, you know what?
• 25:43
  Speaker 2: I promised you a free resource.
• 25:45
  Speaker 2: If you're wondering what about my situation?
• 25:47
  Speaker 2: My kid wants to go to Yale or my kid wants to go here and I don't make enough money to make that happen, and I want to have a great retirement, how am I going to do that?
• 25:54
  Speaker 2: If you're wondering things like that, then I want to offer you a completely complimentary don't go broke strategy session.
• 26:02
  Speaker 2: This is where you'll sit down with me for 60 minutes and in that time, we're going to identify at least one strategy that you can use.
• 26:10
  Speaker 2: We're going to identify how you can protect your retirement and, if you want my help implementing the strategies, we can take a look at what it looks like to work together.
• 26:19
  Speaker 1: I love it.
• 26:20
  Speaker 1: I love it.
• 26:21
  Speaker 2: Totally seamless, elegant.
• 26:24
  Speaker 1: Yeah, it's not like overpowering or bossy or whatever.
• 26:30
  Speaker 1: Okay, so how do we get people to?
• 26:32
  Speaker 1: So we tell people we want them to book an appointment with us?
• 26:35
  Speaker 1: How do we actually do you have any best tips or strategies around actually getting that appointment?
• 26:40
  Speaker 2: Yes, yes.
• 26:41
  Speaker 2: So let me go back for a second.
• 26:42
  Speaker 2: So a couple of things though, just to point out about this this, this strategy of a clear call to action notice that I don't call it an appointment to the client, I name it something that they want.
• 26:54
  Speaker 1: Ooh, I like that.
• 26:54
  Speaker 2: So don't go broke.
• 26:56
  Speaker 2: Strategy session Social security I'm making this up.
• 26:59
  Speaker 2: Social security, you know.
• 27:01
  Speaker 2: Audit, you know.
• 27:03
  Speaker 2: Am I ready to retire assessment?
• 27:05
  Speaker 2: And these names can sound a little like oh, isn't that like too pedantic, a little cheesy, a little easy?
• 27:11
  Speaker 2: Oh, isn't that like too pedantic, a little cheesy, a little easy?
• 27:14
  Speaker 2: Yeah.
• 27:17
  Speaker 1: But like name your session something that people want yeah, right, like nobody.
• 27:19
  Speaker 1: Nobody needs more appointments on there, nobody needs an appointment.
• 27:27
  Speaker 2: I mean when you and I were both working with Michelle Monson Klystinich right, she's client of both of ours and we helped her with her divorce niche and at that time her strategy session was the move forward with your life strategy session, because these women just wanted to move forward with their life.
• 27:40
  Speaker 2: Yes, when we were naming it, I said what are they all telling you?
• 27:44
  Speaker 2: She said they sit down in my office.
• 27:45
  Speaker 2: They're like Michelle, I just want to move forward with my life.
• 27:47
  Speaker 2: Perfect, let's name it that.
• 27:49
  Speaker 1: Yep, perfect, love it Right, so make sure you name it.
• 27:52
  Speaker 2: Yeah, make sure you name it something they want and then tell them what they're going to get from it.
• 27:56
  Speaker 2: Nobody has time or inclination for another meeting or appointment, like we just don't.
• 28:02
  Speaker 2: But if you tell me the value I'm going to get, then I'm going to make time for it.
• 28:09
  Speaker 2: That's why I was like first you're going to get this, then you're going to get this, and then, if you want to talk about how I can help you and just be casual about that, if you want to talk about how I can help you implement, we can talk about what it looks like to work together Super casual, but they know that that conversation is coming.
• 28:23
  Speaker 1: And I think it's helpful too.
• 28:24
  Speaker 1: So, like where you know, kind of, where my brain goes right Is when an advisor has like a process that they use, right, like a.
• 28:31
  Speaker 1: This is our standardized like.
• 28:33
  Speaker 1: Here's what we do for our clients every single time and they feel really convicted about what it is that they're offering and the benefits that their clients will experience from it and how they will feel after that strategy session or what have you.
• 28:46
  Speaker 1: You have to be really convicted, I think, in what you offer in order for it to be able to roll off your tongue in a way that's like, yeah, this is not salesy, this is not forceful, this is actually like, really really big for you and I want you to have it.
• 29:00
  Speaker 2: Yes, yes, I totally agree.
• 29:01
  Speaker 2: And just if it makes anyone feel better because again, I know advisors can be like oh, I don't know.
• 29:05
  Speaker 2: You know that client Mike it completely changed the game for him in terms of picking up clients from the college planning seminars.
• 29:13
  Speaker 2: But, more importantly, his hosts started telling him this is the best presentation we've ever brought into the school.
• 29:20
  Speaker 2: So obviously, if that approach sounded salesy, you know they would never say this.
• 29:26
  Speaker 2: I mean, these are like high school administrators.
• 29:27
  Speaker 2: Their ears are like pricked for salesy.
• 29:32
  Speaker 2: So he wouldn't have gotten that feedback if that sounded salesy.
• 29:36
  Speaker 2: So try not to use that as an excuse or a worry that would hold you back.
• 29:40
  Speaker 2: You're going to feel uncomfortable at first because it's new, but over time it'll get easier and easier.
• 29:47
  Speaker 1: Yeah, absolutely no.
• 29:48
  Speaker 1: Absolutely.
• 29:48
  Speaker 1: I mean every tip that you've ever given me and easier.
• 29:51
  Speaker 1: Yeah, absolutely no, absolutely, I mean every tip that you've ever given me.
• 29:53
  Speaker 1: It's always an adjustment for me and it feels like I can.
• 29:55
  Speaker 1: This is a really random sidebar, but I can remember you saying like don't say thank you when you walk up on the stage and I'm like but then I sound like an ungrateful little jerk and you're like, no, you thank the person who introduced you.
• 30:10
  Speaker 1: You just mouth it to them and walk on stage and it felt so uncomfortable for me for maybe like the first first, like five to 10 times that I did it, I was like I can't believe I'm not stepping up here and saying thank you, like I feel like a little jerk Cause they just clap for me, they just you know, all these great things were just said about me in my bio, but now, like when I hear someone say thank you and they start their talk with that, I'm like, oh, my goodness gracious this is they don't know what they're doing.
• 30:32
  Speaker 2: They don't know what they're doing Exactly.
• 30:33
  Speaker 2: They don't know.
• 30:34
  Speaker 2: Yes, I agree.
• 30:36
  Speaker 2: Yes, it all this and I used to be terrified to public speak.
• 30:39
  Speaker 2: People are shocked that I was absolutely terrified to speak, so I'm not giving any.
• 30:45
  Speaker 2: This hasn't been easy for me either.
• 30:47
  Speaker 2: I guess is my point when I suggest something I'm not like oh, it's always been natural and easy for me.
• 30:51
  Speaker 2: No, I've also had to work to get past the fear, so I understand it, but the payoff is huge.
• 30:56
  Speaker 1: Yeah, my least favorite class in college was public speaking, like I, was definitely afraid, like if you would have told Libby back in 2001, that she'd be speaking and getting paid for it professionally in front of hundreds and hundreds of people at a time.
• 31:09
  Speaker 1: I would have died Like.
• 31:10
  Speaker 1: There's no way I would have believed you, girl, I'm right there with you.
• 31:13
  Speaker 2: I am right there with you.
• 31:14
  Speaker 2: So, yes, yes, okay.
• 31:16
  Speaker 2: So that is the fourth, so let's just do a rundown of the strategy.
• 31:19
  Speaker 2: So the first thing is invest in speaker training.
• 31:22
  Speaker 2: And I say that from a totally.
• 31:24
  Speaker 2: I know that might sound self-serving when I'm saying that.
• 31:27
  Speaker 2: That's not why I'm saying it.
• 31:28
  Speaker 2: I want to make that clear, like it doesn't matter if it's me or someone else.
• 31:31
  Speaker 2: Like, just invest in, and I'm not saying it because that's what I do.
• 31:33
  Speaker 2: I'm saying it because you will never even scratch the potential of what's possible for you as an advisor, a leader and a human being until you develop your speaking skills to the highest level you can possibly develop them to.
• 31:52
  Speaker 2: I know that from where I started as someone who wouldn't do this, and you probably have seen this also.
• 31:57
  Speaker 2: The opportunities and the doors that open from being a powerful presenter are unparalleled by anything else.
• 32:05
  Speaker 2: You can do Huge, right, okay.
• 32:08
  Speaker 2: So that's number one.
• 32:08
  Speaker 2: Number two is don't just get it.
• 32:12
  Speaker 2: Go up there and like think, oh, I just got to give them all my knowledge, facts and figures, and blah, blah, blah.
• 32:16
  Speaker 2: Realize that your main goal is to get people to feel something.
• 32:20
  Speaker 2: Okay, and, yes, you want them to get it, but you got to make them feel it.
• 32:24
  Speaker 2: You do that by weaving things like stories, analogies and activities, questions for the audience, engagement through the presentation.
• 32:34
  Speaker 2: And the simplest place and probably one of the most powerful places to start is with that opening.
• 32:39
  Speaker 2: So you open with a bang by asking them that powerful, engaging question.
• 32:43
  Speaker 2: So that was number two.
• 32:45
  Speaker 2: Strategy number three is make sure you have a clear call to action.
• 32:50
  Speaker 2: Make sure, first, it's clear to you.
• 32:52
  Speaker 2: You wouldn't believe how many people I work with.
• 32:55
  Speaker 2: They're like well, I don't know.
• 32:56
  Speaker 2: I'm like, okay, well, we need to know this.
• 32:58
  Speaker 2: Right, make sure you know what you want out of it.
• 33:00
  Speaker 2: And then pick a topic that's going to get you that result and one that your ideal client avatar is going to be really excited to hear about.
• 33:09
  Speaker 2: And then number four once you make the call to action yeah, this is where I've seen so many presenters drop the ball is on getting people signed up.
• 33:20
  Speaker 2: So they take for granted that somehow the audience is just going to magically know what to do, and they don't.
• 33:29
  Speaker 2: Okay, me more yeah well, don't be like, okay, well, you know, here's my offer and you can just go to my website and you can just sign up.
• 33:38
  Speaker 2: Like, if you're gonna do that, you've gotta physically walk them through what they're going to do, okay.
• 33:46
  Speaker 2: So let me give you a couple of scenarios.
• 33:48
  Speaker 2: So let's say you're gonna go the digital sign up route.
• 33:54
  Speaker 2: You can either go the digital sign up route or you could go that I'm gonna have you sign up here in person.
• 34:00
  Speaker 2: Either way, you have to give very explicit instructions on how to do that.
• 34:08
  Speaker 2: So can I share an example actually of what I'm doing on Friday?
• 34:12
  Speaker 2: Just so this is okay, let me.
• 34:15
  Speaker 2: Let me pull up my slides from a presentation I'm doing on Friday.
• 34:25
  Speaker 1: Okay, so you've got this pulled up.
• 34:26
  Speaker 1: Make sure we're describing it in detail for people listening, and then I will make it available on the video format for people who want to come back and actually look at it.
• 34:33
  Speaker 1: But we're so we're talking through a slide that you do at the end of your presentation.
• 34:40
  Speaker 1: That's your offer Is that right?
• 34:42
  Speaker 2: Yeah, so this is my offer.
• 34:43
  Speaker 2: Yes, and and just to so.
• 34:46
  Speaker 2: A lot of times, advisors will call this part of the presentation the close.
• 34:49
  Speaker 2: I do not call it the close for two reasons.
• 34:52
  Speaker 2: One, when you hear me say the close, libby, what kind of emotions come up in your body?
• 34:59
  Speaker 1: We're done here, like the ending, like that's it.
• 35:04
  Speaker 2: Okay, and does anything else come up for you?
• 35:06
  Speaker 2: Oh, when you say like I'm close, like it feels like you're selling me something, yes, yes, it feels yucky Like as soon as I even just said oh, it's time for the clothes.
• 35:17
  Speaker 2: I get like this pit in my stomach, like nobody wants to do the clothes.
• 35:21
  Speaker 2: It doesn't feel good, it feels sharky and slimy.
• 35:24
  Speaker 2: Okay.
• 35:25
  Speaker 2: So I always call it the offer or the invitation and that's how I recommend your listeners think about this that you are simply offering or making an invitation to better their lives, to take a next step with you, and if you truly believe that what you're offering will better their lives, then I think you should feel really proud and excited to offer this to them.
• 35:48
  Speaker 2: Okay, the closing is actually so.
• 35:51
  Speaker 2: This is actually not the last thing in a crazy good talk.
• 35:53
  Speaker 2: This isn't the last thing you do.
• 35:54
  Speaker 2: This is the second to last thing.
• 35:56
  Speaker 2: The last thing is about a one to two minute bow on the gift.
• 36:02
  Speaker 2: If you will, you tie everything together with a nice bow.
• 36:06
  Speaker 2: Maybe it's a quick quote with a follow up question, maybe it's a short analogy, a short story, but you say something that pulls everything you said together and leaves people motivated and on a high.
• 36:16
  Speaker 2: You don't leave them with the offer, and that is a mistake I see a lot of advisors making Okay, okay.
• 36:22
  Speaker 2: So for me to give context here, I am speaking on Friday about opening with a bang, standing out and owning the room every time you speak.
• 36:32
  Speaker 2: The way to do that is to connect emotionally with people, and one of the strategies is to open with a bang.
• 36:40
  Speaker 2: So, whereas I just went over opening with a bang here in five minutes, this is actually going to be like a 90 minute workshop on this skill.
• 36:49
  Speaker 2: Okay, and there is a piece that I want to go deeper with them than I'll have time to do in the presentation.
• 37:01
  Speaker 2: Okay, so I set that up at the beginning, like I talked about that roadmap, and I'll say I'll tell them this is what we're going to do first, you know, second, third and then finally, you know, I'm not going to leave you hanging.
• 37:13
  Speaker 2: If you want more than we have time to cover today, I've actually created a really cool resource for you and I'll show you how to get access before we're done here today.
• 37:23
  Speaker 2: So then, after my last teaching point, but before my close, you know, I will say something like this okay, I promised you that I wasn't gonna leave you hanging and, in order to be an expert at what you just learned, I created a crazy good opening toolkit for you.
• 37:48
  Speaker 2: I want you to be able to have this at your fingertips so that when you leave here today.
• 37:53
  Speaker 2: You don't have to remember everything I just said.
• 37:55
  Speaker 2: You actually can listen to me walking you through it and you'll have a worksheet where I will teach you how to create your crazy good openings.
• 38:07
  Speaker 2: So next time you have to get in front of people, you will be able to captivate and grab their attention from the first words out of your mouth.
• 38:16
  Speaker 2: Okay, so let's stop there before I move on.
• 38:19
  Speaker 2: What do you notice about the language that I use, libby, in this description?
• 38:25
  Speaker 1: Yeah, I think you're definitely like telling me what I'm going to get from it, that it's making me an expert, so like I feel like there's value associated with it, and that you're you're not leaving me hanging, but you're giving me this, like you're building that invisible bridge to what I want for me.
• 38:43
  Speaker 2: Yeah, yeah, so, exactly.
• 38:45
  Speaker 2: So making sure that you're giving them the benefits of why they would want this offer is what I did there.
• 38:50
  Speaker 2: Okay, yeah, so here's how you access the resource.
• 38:55
  Speaker 2: And then this is where where, if you're watching, if you're not watching, I have a slide pulled up.
• 38:59
  Speaker 2: So I pull up a slide that looks like the landing page I'm telling them to go to, and so this is where a lot of advisors will miss the mark.
• 39:09
  Speaker 2: They'll just say go to CGOCrazyGoodTalkscom, you're going to see a QR code, click that, fill it out.
• 39:17
  Speaker 2: Going to see a QR code, click that, fill it out.
• 39:18
  Speaker 2: Blah, blah, blah.
• 39:18
  Speaker 2: Right, like they'll maybe tell them, but they either won't tell them enough and they don't give them a visual.
• 39:23
  Speaker 2: Give them a visual.
• 39:26
  Speaker 2: So I'll say, okay, just pull out your phone and you can either go to the landing page by clicking the QR code or, if that doesn't work for you and don't just rely on a QR code, because there'll be people in the audience who won't be able to access it for whatever reason, from the QR code.
• 39:46
  Speaker 2: So make sure you have both options.
• 39:47
  Speaker 2: So on my slide here, I have the QR code and I have exactly what the landing page looks like and the URL for the landing page looks like and the URL for the landing page okay.
• 39:59
  Speaker 2: So you can either access this by the QR code or you can go to this URL and I point to it, but I'll also say it CGO, crazy good talks calm, and when you go there, this page is gonna pop up.
• 40:14
  Speaker 2: All you have to do to get the toolkit is put your name, email address and hit Submit, and within 10 minutes you will have the toolkit in your inbox.
• 40:25
  Speaker 2: Jenny GUY Love that, jenny GUY and then I usually make a joke.
• 40:28
  Speaker 2: I am not an email stalker, so you're not going to get 5,000 emails from me and I'm not.
• 40:33
  Speaker 1: JENNY GUY-.
• 40:33
  Speaker 2: Right, jenny GUY Right else from me and I'm not right.
• 40:35
  Speaker 2: Right, so you can feel comfortable doing this.
• 40:36
  Speaker 2: And if you don't have this in ten minutes, it likely went to spam, so please check your spam.
• 40:41
  Speaker 2: Okay, now can I give you the tip.
• 40:45
  Speaker 2: So is this good?
• 40:46
  Speaker 2: Can we go back on full screen?
• 40:47
  Speaker 2: Do you feel like?
• 40:48
  Speaker 2: yeah, good example, yep okay so whether you're asking them for an appointment or you're simply giving them a digital download, like I am, the principles the same, okay, okay.
• 41:00
  Speaker 2: And the principle is show them and then tell them exactly what to do once they get to the page.
• 41:06
  Speaker 2: Now, can I share a strategy that increased my tanking conversion rate?
• 41:11
  Speaker 2: I had a period of time where my conversion rate was tanking and it brought it from probably like 10% up to a consistent.
• 41:18
  Speaker 2: Now I do 80 to a hundred percent of the room and it's from this one simple strategy.
• 41:23
  Speaker 2: Uh yeah, let's talk about it.
• 41:25
  Speaker 2: Okay, let's talk about it Okay.
• 41:27
  Speaker 2: So it used to be back in the day and you've probably seen me do this when I was at, when we were at Thrivent together, right when I would actually have people sign up for a strategy session in person at the back of the room and I have, you know, all my sheets there and people go up and they pick a time and my conversion rate was excellent.
• 41:46
  Speaker 2: Well, then I got to a point where for my business and we don't have to there's a whole bunch of strategy, so we're not going to get into this today, but for for my business, that wasn't.
• 42:02
  Speaker 2: That wasn't optimal any longer to do it that way.
• 42:03
  Speaker 2: So I started making my offers digitally and my conversion it was terrible.
• 42:05
  Speaker 2: It was absolutely terrible.
• 42:06
  Speaker 2: And this went on for years and I could not figure out what was going on.
• 42:08
  Speaker 2: And I would get top ratings at conferences.
• 42:11
  Speaker 2: My hosts would invite me back.
• 42:13
  Speaker 2: People would come up and be like this is amazing, amazing.
• 42:15
  Speaker 2: They email me but I was not getting a good conversion rate.
• 42:18
  Speaker 2: And then it finally dawned on me.
• 42:21
  Speaker 2: You know what?
• 42:23
  Speaker 2: I don't think I'm giving them time to sign up for my offer and these are very yeah, these are very busy people.
• 42:33
  Speaker 2: So the second that we're done, what's likely happening is they are taking a picture of the QR code or they're putting in the URL and then they say to themselves I'll go back and do this later.
• 42:45
  Speaker 2: They rush off to the next event and they never go back with me.
• 42:53
  Speaker 1: That's yes.
• 42:54
  Speaker 1: Right, right, okay, yeah, if I had a dollar for every screenshot that currently lives on my phone of things I'm going to buy, trips I'm going to book and offers I'm going to make good on.
• 43:07
  Speaker 1: I would probably never need to work another day of my life, yeah 100%, 100%.
• 43:12
  Speaker 2: So I thought, okay, I'm going to do something so darn terrifying, I'm going to actually give them time to do it while I'm standing there.
• 43:26
  Speaker 1: Okay, okay.
• 43:27
  Speaker 2: I'm nervous, I'm nervous.
• 43:29
  Speaker 1: I'm picturing me doing this, I know.
• 43:32
  Speaker 2: I know it was one of the scariest things I've ever done and it has had one of the biggest returns I've ever had.
• 43:41
  Speaker 2: Okay, so basically, here's what I do.
• 43:44
  Speaker 2: Okay, I put up that screen like we just talked about, and then they're all putting their camera up and they're taking pictures, whatever.
• 43:53
  Speaker 2: And I say, okay, now don't just take a picture of this and move on.
• 43:58
  Speaker 2: I'm actually gonna give you about 60 seconds for you to do this now, while we're together, because I know you, you are like me.
• 44:08
  Speaker 2: You have good intentions of filling this out when you leave here and you know it's never gonna happen because you are on to the next thing.
• 44:18
  Speaker 2: I have done this so many times and I really want you to have this toolkit so you can get to the next level with this skill.
• 44:27
  Speaker 2: So go ahead, just take your time, click on the QR code, go go to the URL, fill it out and then we will.
• 44:37
  Speaker 2: We will move on in about 60 seconds, and then I stand there and I'm quiet and my conversion rate from that point forward has been like 80 to 100% of the room.
• 44:55
  Speaker 1: Yeah, that's huge, that's huge, that's huge, okay, and.
• 44:59
  Speaker 2: I've taught it to my other clients and same.
• 45:02
  Speaker 2: I had an advisor on a webinar who did it.
• 45:04
  Speaker 2: He goes, I did it by accident.
• 45:05
  Speaker 2: He said I, I, I, I offered my strategy session and I walked them through, like you said to do click here, click there and I showed him and everything and then nobody didn't anything and I like, I like, like, was gonna move on and then I needed a sip of water and I paused and I took a sip of water and as I was sipping, and finishing.
• 45:28
  Speaker 2: Two people signed up.
• 45:29
  Speaker 2: I love it, right.
• 45:29
  Speaker 2: So he's like so now I do that.
• 45:31
  Speaker 2: So it's scary but it's worth it.
• 45:35
  Speaker 2: You can do this.
• 45:35
  Speaker 2: You're gonna feel so uncomfortable, but it's scary but it's worth it.
• 45:36
  Speaker 2: You can do this.
• 45:36
  Speaker 2: You're going to feel so uncomfortable, but it's okay, it's okay, it's okay, it's it's, it's it's, it's uncomfortable but it's not dangerous.
• 45:45
  Speaker 1: Well, to go from like a 10% conversion rate to like a 90, that's that feels like it's worth at least trying and sitting in that uncomfort for a few, for 60 seconds.
• 45:55
  Speaker 1: I can do that for 60 seconds.
• 45:57
  Speaker 2: You can do that for 60 seconds, yeah, and you kind of have to watch.
• 46:00
  Speaker 2: If you're virtual, 60 seconds of dead is a little tough because you can't see what people are doing.
• 46:04
  Speaker 2: It works better in person.
• 46:05
  Speaker 2: So if it's virtual, then what I'll what I'll do is I'll say, okay, we're gonna, we're gonna do this together.
• 46:12
  Speaker 2: So you know, take 60 seconds to do this.
• 46:14
  Speaker 2: But while you're doing that and I might ask them a question or I might say if anyone has a question, put it in the chat, so I'll be a little more engaging with them during virtual.
• 46:23
  Speaker 2: But I'm not moving on to where they feel like they have to really pay attention to what I'm saying.
• 46:28
  Speaker 2: So they stopped doing.
• 46:29
  Speaker 1: Does that make sense?
• 46:30
  Speaker 1: That makes perfect sense.
• 46:31
  Speaker 2: Yes, Okay, okay, yeah, so we'll.
• 46:35
  Speaker 2: We'll quick on the in person.
• 46:36
  Speaker 2: If you're going to do this in person, there is a whole, there's a whole kind of strategy you have to follow to get people to sign up in person.
• 46:45
  Speaker 2: But I but I do want to say is, get them to sign up in person like follow a strategy.
• 46:51
  Speaker 2: Don't let them run off and just get their email address, because you'll be chasing people down for months, you'll lose 90% of the room.
• 46:59
  Speaker 2: So make it a practice that you are going to get them to sign up before they leave the event.
• 47:06
  Speaker 1: I love it.
• 47:07
  Speaker 1: Yeah, yeah, that's huge.
• 47:09
  Speaker 1: Yeah, okay, okay.
• 47:13
  Speaker 1: So I think that was number.
• 47:15
  Speaker 2: Have we lost count?
• 47:16
  Speaker 2: Was?
• 47:16
  Speaker 1: that four?
• 47:17
  Speaker 1: I think that was number.
• 47:17
  Speaker 1: Have we lost count Was that four?
• 47:18
  Speaker 2: I think that was four.
• 47:19
  Speaker 2: That was four.
• 47:19
  Speaker 2: All right, hold on, let me get out of my screen saves here.
• 47:22
  Speaker 2: Okay, so that was four, all right.
• 47:24
  Speaker 2: So number?
• 47:27
  Speaker 2: Well, let's see.
• 47:28
  Speaker 2: Actually, no, I think that was five.
• 47:29
  Speaker 2: Number one was invest in learning how to speak, right.
• 47:34
  Speaker 2: Number two is making sure you focus on getting them to feel something, not get it, and you're you know you're infusing the stories and analogies and the questions and, specifically, you're going to open with a bang.
• 47:44
  Speaker 2: Three was not having a clear call to action yeah.
• 47:50
  Speaker 2: Four was not signing people up on the spot Okay.
• 47:54
  Speaker 2: Five is, and you and I've talked about this and I know that there's a section in your course on this specifically.
• 48:01
  Speaker 2: But be human.
• 48:04
  Speaker 2: You got to make sure you humanize yourself, yeah, right.
• 48:08
  Speaker 2: And the way you can do that is with something I call your personal brand.
• 48:13
  Speaker 2: Why story right?
• 48:15
  Speaker 2: Sharing with your audience, why you care about them, so they don't think you're just some expert, they don't think you're just out for the money.
• 48:25
  Speaker 2: They actually know that you want to help them succeed, right?
• 48:31
  Speaker 2: So you know, when I speak, whenever I speak in financial services, I'm always sharing the story about my mom and dad getting in a car accident and how my mom my mom died, and how we've had a lot of emotional trauma around that, but we didn't have real like money trauma.
• 48:47
  Speaker 2: We didn't have money problems, and as I grew into a mom myself, I was so grateful that we didn't have money problems.
• 48:54
  Speaker 2: It dawned on me, oh my gosh, what would my life have been if we had money problems, and I thought about all the people who are really just one tragedy away from total financial devastation and how I could really help in this industry.
• 49:07
  Speaker 2: I could help advisors speak in a way where they could get their clients to make decisions faster, so there's less likelihood of that happening, and that's my mission in this industry.
• 49:19
  Speaker 2: Right and Libby, when I started sharing that story, I started sharing that story about halfway into my career.
• 49:25
  Speaker 2: I didn't even know it was a thing, and when I started sharing that story, my business grew 60 percent in two years and I changed nothing else.
• 49:33
  Speaker 2: It changed the game, and so I started teaching advisors how to do that too, and it's changed the game for them.
• 49:41
  Speaker 2: So making sure you're human and you're sharing why you care about them is really, really important.
• 49:47
  Speaker 1: Yeah, no, I am, I am right there with you.
• 49:50
  Speaker 1: Obviously you are a guest contributor inside of the systems to scale group coaching program and you do a whole thing on why story, but for me, I, I, I have it.
• 49:58
  Speaker 1: When you look at our systems to scale framework, it's one of those fundamental pieces, that's right.
• 50:05
  Speaker 1: There's something we work on at the very beginning of the program and sometimes I feel like a little, almost like a hesitation around because it feels fluffy, but it's so important and I think sometimes people miss how critical having a good, solid, succinct, wise story is.
• 50:22
  Speaker 1: It just does so much to build that like know and trust so much faster and it feels kind of like, oh, that's something I can come back to, or oh, I can kind of talk about that, but like actually putting pen to paper and doing it is super, super effective.
• 50:37
  Speaker 2: Oh yeah, I mean if people were to say what's one thing like if I you know a new entrepreneur or someone growing a business.
• 50:45
  Speaker 2: I would say the Y story, like that, is the thing that is.
• 50:47
  Speaker 2: That should be the cornerstone of all your marketing.
• 50:49
  Speaker 2: It is an absolute game changer.
• 50:51
  Speaker 2: I had one of my clients, roger, who's been in this industry 40 years, libby, like he's a vet and he's at a firm where there's 12,000 advisors and he is always in the top 50.
• 51:03
  Speaker 2: So top producer lives in Dallas, very sophisticated, high net worth individuals.
• 51:09
  Speaker 2: When he started sharing his why story, he kind of he looked at a six month period of time as a snapshot in time.
• 51:15
  Speaker 2: He kind of he looked at a six month period of time as a snapshot in time.
• 51:19
  Speaker 2: His conversion rate went from 85% up to 95 to a hundred percent.
• 51:22
  Speaker 2: Like he got another 10 to 15% conversion rate.
• 51:25
  Speaker 2: And this is someone who knows.
• 51:26
  Speaker 2: I mean he's got his game dialed in simply from sharing the Y story and he will tell you it's a game changer.
• 51:32
  Speaker 2: So it is, it's a game changer.
• 51:34
  Speaker 1: Yeah, it's huge.
• 51:35
  Speaker 1: Yeah, I love that and and and it's funny.
• 51:41
  Speaker 1: Yeah, there's so many things that I'm like these are like little fundamental things that are so important for advisors and we tend to skip over them because it doesn't feel like the big game changing, like, oh, that's that process, that's now automated, or I've delegated that whole like chunk of my business away.
• 51:53
  Speaker 1: But when you talk about it from an ROI perspective, right for taking the two minutes to share it and it being able to convert another 15% for an already super successful advisor, that's a big deal.
• 52:07
  Speaker 2: Yeah, it's a really big deal.
• 52:08
  Speaker 2: I had an attendee who heard me speak on this at a conference one year see me the next year at the same conference and he and I had the first year had shared about the why story and he's like, oh my gosh, it's been amazing.
• 52:20
  Speaker 2: I send out a video before all of my new you know prospect meetings and they come in sold and I said, yes, that's what happened.
• 52:29
  Speaker 2: Yeah, you want people to feel like they know you and come in sold, like like you feel with some of the people that you know we all follow online.
• 52:36
  Speaker 2: You feel like you know them.
• 52:37
  Speaker 2: Share your why story, send it off in advance, have it on your website, have it everywhere.
• 52:42
  Speaker 2: You will be shot of your process?
• 52:45
  Speaker 2: yes, part of your process.
• 52:46
  Speaker 2: Yes, yes, yes, yes.
• 52:48
  Speaker 2: Okay, we have one bonus tip want to go to the bonus tip.
• 52:51
  Speaker 2: Yes, okay, so this is specifically for client events.
• 52:55
  Speaker 2: This is for client events, one of the things.
• 52:59
  Speaker 2: I got my start in this industry doing client events, so advisors would hire me to come and speak right to their clients.
• 53:07
  Speaker 2: Um, at that time it was about fire your fear, because I was a mindset coach and so we would usually talk about about fear and what I noticed to a t, every advisor hid behind me as the speaker.
• 53:21
  Speaker 2: They made me the star of the show, and what I started telling my advisors is because I really wanted that.
• 53:30
  Speaker 2: I really saw them as their partner.
• 53:32
  Speaker 2: Like, you're hiring me to speak, but part of my job is to make your event successful.
• 53:37
  Speaker 2: I want you to make book appointments, I want you to go deeper with your clients and you need to be the star of the show like, yes, we want them to get a lot of value from me, but I don't really want them walking away saying deirdre was amazing.
• 53:52
  Speaker 2: I want them to walk away saying Libby was amazing.
• 53:54
  Speaker 2: Oh, my gosh, she's amazing and look what she provided me with.
• 53:57
  Speaker 2: I want to work with Libby and so, if you're doing client events, I really want to give you that paradigm shift that the speaker is not the star.
• 54:06
  Speaker 2: Yes, you want someone great, but they're your partner and helping you be the star, and so don't be like, oh, I'm just going to say hey, thanks for coming.
• 54:16
  Speaker 2: I'm Deirdre Van Ness and if you haven't met me, I'm with XYZ Financial and I'm just going to hand it over to Deirdre because she's great.
• 54:22
  Speaker 2: Right, like, no, like, you come up with five minutes of great messaging yourself, you stand tall and confident, you deliver that five minutes of amazing messaging and then you confidently introduce your speaker and then you close out the meeting in a way that's really uplifting.
• 54:43
  Speaker 1: I love that.
• 54:43
  Speaker 1: Yeah, yeah, that's a great point.
• 54:46
  Speaker 1: I love that.
• 54:52
  Speaker 1: So, tactically like, so if I'm doing that, so you're speaking to my clients, or let's say, I'm bringing in someone to do an economic update or other stuff that advisors do do I make an offer at the end, or is it kind of a different vibe when I'm not the one talking for the whole meeting?
• 55:04
  Speaker 2: Yeah, I think it really depends.
• 55:06
  Speaker 2: I don't want to give a blanket answer.
• 55:08
  Speaker 2: It really depends on the goal of the event, the type of venue there's so many.
• 55:15
  Speaker 2: I think the answer is, I don't know, or maybe, depending on the situation, like we'd have to sit there and like dissect that to make sure that's the right strategy.
• 55:24
  Speaker 2: But certainly you could, but then you also might not want to Sure.
• 55:29
  Speaker 1: Okay, okay, my favorite answer it depends.
• 55:31
  Speaker 1: Yeah, I know.
• 55:34
  Speaker 2: I hate saying that.
• 55:35
  Speaker 2: One thing though most speakers aren't going to come in with that mindset, so you, as the advisor, have to educate them and say, hey, I'm holding this event for this reason.
• 55:44
  Speaker 2: I want to, like, really touch and go deeper and stay close to my current clients.
• 55:48
  Speaker 2: I also want to meet their friends, and so one of the goals is that there's an opportunity for those friends to come in and potentially work with me or see me, and I'm bringing you in to give great content, but I want us to be partners in how we do this, so that I also stand out.
• 56:02
  Speaker 1: Love it.
• 56:02
  Speaker 1: Yeah, yeah, that's great.
• 56:04
  Speaker 1: Okay, well, thank you.
• 56:06
  Speaker 1: So I mean it's, it's amazing to me like you bring up why story there's so many places inside of your business that that can come out and that you can utilize, that there's so many places in your business that you use these public speaking skills.
• 56:18
  Speaker 1: I mean even some of the tips that you've given me over the years.
• 56:21
  Speaker 1: I've translated even into just prospecting meetings, cause I looked at them as sort of a performance, if you will.
• 56:26
  Speaker 1: In a certain way, right, like for lack of a better term, right.
• 56:30
  Speaker 1: But like how can I open these in a way that's meaningful and like gets everybody off to a great start and we're excited for what's to come, and like there's already.
• 56:39
  Speaker 1: Those like being thoughtful about what is a client feeling like when they're coming into this and what do I want them to feel like when they're leaving.
• 56:45
  Speaker 1: And then how do I build that invisible bridge from the beginning of the meeting to the end that addresses where they're at and then moves them along to the place where I want them to be when they leave.
• 56:54
  Speaker 1: So there's so many things I think like from the public speaking realm that I've incorporated into all of these little pieces and parts of my business.
• 57:05
  Speaker 1: And even like I do family meetings with my kids and they hate them, but I always try to open with a bang.
• 57:09
  Speaker 1: I love it.
• 57:10
  Speaker 1: That's so good.
• 57:12
  Speaker 2: I'm like I'm at least going to try to make these not terrible.
• 57:17
  Speaker 2: That is so good.
• 57:17
  Speaker 2: And and you know, libby, I know like two thoughts here.
• 57:20
  Speaker 2: One is I know like your head might be spinning if you're listening, because we did go through a lot.
• 57:24
  Speaker 2: Yes, there was a lot, but my podcast Crazy Good Talks.
• 57:28
  Speaker 2: I go into great detail on many of the things we cover today the things we cover today.
• 57:37
  Speaker 2: So if you want to take a deeper dive on any of the subjects we talked about today, my podcast would be a great place for them to go to continue to get additional value.
• 57:44
  Speaker 1: Absolutely, and I will make sure we link that in the show notes below.
• 57:47
  Speaker 1: Is there anything else that you want to share with advisors listening?
• 57:50
  Speaker 2: before we wrap up Well, there is one thing I would love for you to consider this principle, this is a principle from where I came from as an absolutely terrified speaker who, for 24 years of my life, refused to take the stage in any form or fashion to who I am today.
• 58:06
  Speaker 2: So when you're an entrepreneur, okay, every time you speak, you're auditioning for leadership.
• 58:13
  Speaker 2: Every time.
• 58:21
  Speaker 2: Love that.
• 58:23
  Speaker 2: So to your point.
• 58:24
  Speaker 2: People are subconsciously asking themselves do I buy in, do I trust them, do I like them, and is this someone I'm willing to follow?
• 58:31
  Speaker 2: And that's why being a powerful public speaker whether or not you're speaking on a stage like you and I are is an absolutely game changing skill in every sense of the word.
• 58:57
  Speaker 1: Okay, I love that.
• 58:58
  Speaker 1: And before we wrap up, is there anything so kind of not to?
• 58:59
  Speaker 1: I don't think this is a secret that you have made a big life transition here recently and a lot of your business is now more virtual than perhaps before.
• 59:02
  Speaker 1: Is that fair?
• 59:02
  Speaker 1: Um, no, I would say you live on a sailboat now which is really amazing.
• 59:04
  Speaker 2: I live in a on a boat, a power boat actually a power boat.
• 59:08
  Speaker 2: Yes, so we've moved from minnesota down to st petersburg, florida.
• 59:12
  Speaker 2: Uh, we're in minnesota in the summer, though, which is great, so I'm here now, which I absolutely love, but nine months out of the year, we're in st pet.
• 59:17
  Speaker 2: The summer, though, which is great, so I'm here now, which I absolutely love, but nine months out of the year we're in St Petersburg.
• 59:19
  Speaker 2: That's our primary residence, and right now, we live on our boat.
• 59:22
  Speaker 2: I do have an office in downtown St Petersburg, so it's not like I'm just like oh, you know, floating, floating in the middle of the ocean floating around.
• 59:31
  Speaker 2: No, you know what it.
• 59:32
  Speaker 2: What's been really great for me is I've had a virtual business since 2012.
• 59:36
  Speaker 2: My keynotes weren't virtual because corporate wasn't doing virtual, but all of my training programs were already virtual.
• 59:43
  Speaker 2: So I think the only thing that's more virtual now is that some of my clients corporate clients like yours are willing to do virtual presentations because of COVID, but, in terms of you know, there's still a lot that's going on in person when they're doing live events.
• 59:59
  Speaker 1: Well, is there anything that you would say, like in this transition, or really, just as, like technology has come around to support more virtual businesses, or anything that you've implemented, I'd say, in the last like year or two, or really at any point that has really just allowed you, as a business owner, to operate more efficiently?
• 1:00:17
  Speaker 2: Yes, oh, oh, my gosh.
• 1:00:18
  Speaker 2: Recently we just moved to a CRM called pipe drive.
• 1:00:23
  Speaker 2: I don't know if you've heard of pipe drive.
• 1:00:25
  Speaker 1: No I love.
• 1:00:26
  Speaker 2: I'm like in love, love, okay, okay, and I love it because it's like the iPhone, it's intuitive and I'm not someone who likes really high-level tech.
• 1:00:38
  Speaker 2: I like intuitive tech and this is a great way for us to keep track of our pipeline.
• 1:00:45
  Speaker 2: It's kind of fun.
• 1:00:46
  Speaker 2: It has that combined view so you can like move and drag cards and that's fun and you know, just easy to keep everything in one place.
• 1:00:54
  Speaker 2: I don't drag going in there.
• 1:00:55
  Speaker 2: It's reasonably priced.
• 1:00:57
  Speaker 2: So we went from this very robust way more than we ever needed system that someone convinced me years ago I had to have right More money, more bells and whistles that we needed and we finally moved over to this simple yet robust like it's intuitive, it's easy, but it'll do everything you need it to do System really for sales and I absolutely love it.
• 1:01:19
  Speaker 2: So pipe drive.
• 1:01:20
  Speaker 1: Okay, Awesome, Well, thank you so much.
• 1:01:22
  Speaker 1: I appreciate all of well, obviously, all of the work that you have that you have helped me with over the years but I'm sure somebody listening, will be able to implement one, two, all five of these things easily, and time?
• 1:01:35
  Speaker 1: Yes, I hope so, and see a massive shift in the way that they get results.
• 1:01:39
  Speaker 1: So thank you so much for your time and thank you so much always for being here.
• 1:01:44
  Speaker 2: Oh, thank you, it's a joy.
• 1:01:48
  Speaker 1: Okay, you stuck with me.
• 1:01:49
  Speaker 1: You made it to the end.
• 1:01:50
  Speaker 1: I'm so glad you hung around because I think, if you made it here, you got some really great advice from Deirdre she, because I think if you made it here, you got some really great advice from Deirdre.
• 1:01:59
  Speaker 1: She's a phenomenal, phenomenal speaking coach and, like I mentioned, you know, throughout the episode and at the beginning, these little tips, like she, has dramatically changed the way that I speak, the amount that I can charge now, because it's a better keynote with actionable items and, you know, keeping people's attention and interesting.
• 1:02:17
  Speaker 1: It's amazing.
• 1:02:18
  Speaker 1: So I know that if you implement a couple of these small things that we talked about, that you will see dramatic results inside of your own public speaking, in whatever forum that is.
• 1:02:29
  Speaker 1: So, like I mentioned, I did the QR code thing.
• 1:02:31
  Speaker 1: I was speaking to Clark Capital what's up?
• 1:02:33
  Speaker 1: Shout out Clark Capital, I'm doing a virtual keynote and did this QR code thing and it was great.
• 1:02:40
  Speaker 1: It worked out amazing.
• 1:02:41
  Speaker 1: You know we were able to give away a free resource to support people.
• 1:02:44
  Speaker 1: You know they did me a solid by giving me their email address, which, of course, I'm not going to do anything weird or creepy with, and you can unsubscribe at any time.
• 1:02:51
  Speaker 1: But you know, now they're in the ecosphere and now they're able to continue to receive the information and learn more about what it is that I do and how I can help.
• 1:03:00
  Speaker 1: And speaking of how I can help, if you are looking to get serious about getting the back end of your business organized and getting those systems and processes down once and for all so that you can better delegate, that you can better automate and better leverage your time, I'd love for you to join us in the systems to scale group coaching program.
• 1:03:22
  Speaker 1: We uh registration closes August 9th.
• 1:03:24
  Speaker 1: We are fired up.
• 1:03:26
  Speaker 1: We've added all kinds of really cool stuff.
• 1:03:29
  Speaker 1: So, on a personal note, just to share, you know, as I go through the program with people, I kind of refine my own business as I'm helping advisors refine theirs, and we have really amped up the client experience this time around and what we're going to be doing.
• 1:03:47
  Speaker 1: I'm super fired up for a lot of the awesome changes.
• 1:03:50
  Speaker 1: We have some guest contributors who will be contributing content, like Matt Jarvis.
• 1:03:55
  Speaker 1: Deirdre has a program in there for our why story.
• 1:04:00
  Speaker 1: We've got stuff from Ben Olson, a lot of the people that you have heard on the podcast you know Robin Crane, Brendan Fraser I know I'm forgetting people.
• 1:04:09
  Speaker 1: Oh, there's so many, it's so good and we're going to keep adding more.
• 1:04:13
  Speaker 1: So I'm really, really excited and if you have any questions at all about whether or not this is the right time for you and your business, feel free to book a discovery call with me.
• 1:04:22
  Speaker 1: The systems to scale like a 15 minute call.
• 1:04:25
  Speaker 1: We can talk through whether or not it's the right fit or the right time for you in your business.
• 1:04:29
  Speaker 1: Thanks so much and I hope you guys have an amazing rest of your week.