Enthusiasm is a powerful thing. Our enthusiasm and passion can keep us PERSISTENT in business when the “realities” of long hours and less-than-impressive paychecks would have us quitting in a hurry.
But enthusiasm has a shelf-life. It doesn’t last long.
This is important to know about ourselves, but more important to know about our prospective clients, patients or customers. It’s a lesson I learned well when I first started diving into putting on my own events.
Actually, that’s not entirely true. I learned it well before I put on my first event… by watching my soon-to-be peers. I attended events, conferences, masterminds, and intensive retreats. I made connections with people who were also attending. And I watched.
But, here are three things I noticed MOST CONSISTENTLY, and they are instructive for anyone attending an event, anyone putting on their own event, and anyone selling anything at all:
1) Excitement and enthusiasm at a live event are at an all time high.
In fact, I dare you to attend one of these events with a sourpuss attitude. I’m convinced you’d be booted without a refund! You’d stick out like a sore thumb. It’s all smiles and giggles and pictures and hugs and support. Confidences are renewed. Boldness is encouraged. Visions are cast. Although — for two specific reasons — I keep my own events decidedly low-key, there’s VALUE in all of this enthusiasm and excitement. It keeps things fresh! It’s motivating! It’s well… exciting! But the shelf-life is short. VERY short.
2) No one makes a list of what they are to DO after the event.
Maybe no one is a strong word. But, I assure you it’s pretty darn close to accurate. Sure, there’s lots of note taking… lots of twittering… lots of hyped up networking. But — really? Not a lot of people are taking the information shared, skipping cocktail hour and going back to their room to condense the day into an action plan for their own benefit. Call me crazy, but even at my OWN events, I’m dying to get alone with my thoughts and jot down to do items to take my own business to the next level. Because I KNOW that my enthusiasm is going to wane… and I’m going to need an ACTION plan to move forward.
3) And because of #2, enthusiasm can turn to pessimism and resentment really really quick.
It’s amazing to me to talk to those same connections I made three weeks AFTER an event. You know what? Now, they’re not excited. Many of them are pissed. You know what they say?? The event “didn’t work.” Nothing changed. So, I ask, “Well, what did you do when you got home? What nugget did you take and implement?”
Answer? Silence. Blank stare.
Ah… so really what happened ISNT that the event didn’t work. It’s that YOU didn’t. You expected the enthusiasm and optimism to carry you. Oops.
Okay, so what does all of this have to do with sales? And getting more of them?
Well, if you are throwing events, be sure to include some sort of AFTER CARE to be sure your attendees are able to implement whatever it is they learned. Walk them through bringing the event home with them. But, if you’re NOT in the event business, there’s still much to learn.
1) Know both the POWER and the shelf life of enthusiasm. It’s short. So, capitalize on it. Give your prospect a legitimate reason to take action with you NOW.
2) A sales conversation should conclude with a payment. That’s the goal. =) But, if it does not, it MUST end with an action plan… to leverage the initial enthusiasm… to extend it’s shelf-life.
3) Have an AFTER CARE plan with your sales prospects. If they don’t buy today, don’t walk away and cancel them as prospects. Treat them well. Peak in on them. See how things are going.
Here’s to more clients, more money, and more time off to enjoy the BEST things of life!!! =) =)