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(c) 1997 by Dottie and Lilly Walters, Glendora, California
from the "2nd Edition of Speak
and Grow Rich" (Prentice-Hall Simon Schuster) - Book by Lilly and
Dottie Walters, considered the Handbook of the Professional Speaking Business.
Unlike pre-sales, where the client buys enough products in advance for every
participant, back-of-room (BOR) sales occur because the presenter has inspired
in the attendees a desire to invest in the products for themselves.
Offering products at a display table at the back of the room usually is
one of the most lucrative ways to sell speaker products. Sales at one program
can range from a gross of $4,000 on up to $22,000, and more. This last BOR
figure is the sales average of speaker Mike Ferry, who uses "power
packs," "gift-with-order," and "discount-today-only"
sales techniques.
There are many tips for boosting your back-of-room sales, here is is
a condensed version from those ideas which you will find in the "2nd Edition of Speak and Grow Rich"
(Prentice-Hall Simon Schuster) - Book by Lilly and Dottie Walters, that
we find most effective:
Subtly Sell All The Way Through Your Talk
If the audience feels you "selling from the platform," you
are not doing a good job! When your program material is good,
people will want more.
Refer To Your BOR Sales Table As "The Autograph Table."
This technique accomplishes several goals. It creates a celebrity image.
It suggests that attendees can have something to do after the speech and
encourages them to go to the autograph table and purchase products. It also
encourages them to stay afterwards to speak to you.
Love Your Products
Whenever you pick up your product on the platform, let your body language
show that it is valuable.
Create A Miniature Bookstore In The Back Of The Room
Bring everything you need to create a "store" within the table
area: drapes, pictures, book stands.
Location Of The Autograph Table Is Key
Locate the autograph table between the exit door, refreshment area, and
the bathroom. Accessibility to heavy-traffic areas is vital for best sales.
Bring a cash box, order forms, pens, and gifts for volunteers to your program.
Estimate how many products you hope to sell, then ship them ahead to the
venue before the event. A second-day carrier will see that they are there
before you are.
Autograph Table Assistants
You must have sales table assistants to make change and
handle sales. They will leave you free to sign autographs and talk with
people who enjoyed your presentation.
Use The Introducer To Sell Your Product
Include simple, short material about your products in your written introduction.
At the conclusion of your talk, have the introducer wind up with a conclusion
that you have printed on the back of your introduction.
Contribute Part Of The Profits To Their Favorite Charity
Get audiences on your side by getting on theirs, donate to charity a
portion of the retail price of their books that are sold BOR.
Use Your Rating Sheets As Order Forms
When you use an audience rating sheet, set up the reverse side as an
order form.
Prize Drawings
A prize drawing is a great way to increase the visibility of your products
and to have the introducer talk about them.
Offer A "Gift With Purchase."
Everyone loves the idea of getting something extra when they buy.
Power Packs:
A power pack typically consists of several albums, books, videos, and
other items. Most frequently, the power pack is offered at a special discount
"for today only, " or with a gift with purchase.
Sales Must Be Immediately After The Talk
If you encourage them to buy "later," even after a break for
lunch, your sales will fall drastically.
Get To Your Autograph Table
Remember, it is imperative that you get to the autograph table quickly
when you finish your program.
Keep The Line Moving
Some people come to your autograph table wanting to tell you long stories.
You can't let them monopolize you, because time is short. Nor can you cast
them aside when they were moved by your talk and have a need to share a
bit more of your time.
Credit Card Status
The ability to take credit cards as payment will dramatically increase
your BOR sales. Go to the bank and obtain credit card merchant status.
(c) 1996, 1997 Walters Speakers Services
Contact
Walters Speaker Services now
For much more on the issues discussed in this article, see our products
on Creating Speakers Products, and read
the 2nd Edition of
Speak and Grow
Rich (Prentice-Hall Simon Schuster) - Book by Lilly and Dottie Walters,
considered the Handbook of the Professional Speaking Business. The first
edition is a best seller, it was selected in an industry wide survey - by
over 200% - as THE most valuable book ever written for professional speakers.
In the "2nd Edition of Speak and Grow Rich," you will find the
results on many, many industry wide surveys, up to date information on how
speakers can market on the WEB, use Fax on Demand, video conferencing, mail bot, virtual seminars, email newsletters, etc..
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