Main Training Menu > Speaking For Money Articles

How To Sell From The Stage - Without Selling

This eye-opening public speaking training article is going to accomplish the seemingly impossible task of showing you how to sell to an audience without them feeling "pitched".

Let's look at the major elements that will allow you to persuade people to want to buy your product or use your service without you ever "selling them":

Authority:
First of all, you have got to make it abundantly clear that you are truly an expert.

Lots of people get stuck on this because they think that that they have to be the world's top expert in their field. Nonsense - you just have to know more than your audience does.

Whatever your profession, you had better know what you're doing or you should find a new business. Establish your authority and expertise firmly in the mind of the audience in your introduction and certainly early in your talk.

People buy from people they trust, show them that you know what you're talking about, demonstrate you're an expert.

Your Proof:
After establishing your authority and expertise, you must provide an avalanche of proof that what you're telling them is true and really works.

Give them data, facts, and statistics to support your claims. Show them proof that you've been able to do what you're telling them they'll be able to do.

People buy from people they believe so you must convince them with an avalanche of proof to support what you're saying.

Social Proof:
Besides proving to them that this has worked for you, you must prove that this has worked for others too.

Another term for social proof is "testimonials". People want to know that other people who are just like they are have gotten real results and tangible benefits.

Show or read them testimonial letters or videos or other proof you have that others have done or achieved what you're telling them they can do or achieve.

Intense Desire:
This is the heart of "selling without selling" - you simply must build up an intense desire to gain the benefits and / or avoid the problems you're talking about.

They should be wringing their hands and pacing the floor with desire to solve the problem or problems you can help them solve.

Each part of your talk should move them further along the path of desire.

Make A Brief, Irresistible Offer:
Your talk has led the audience to make the decision in their own minds that they must have your solution to their problems. Now just tell them what you've got for them.

If possible, offer guarantees and bonuses and additional benefits that they can't get later for taking action right now.

Because they are already convinced, you don't have to "sell them" - they already want what you're going to offer.