Selling Out Your Events By ASKING Your Prospects What They Want

It’s almost May and I’ve already attended 7 events in 2011 and all of these events had a healthy number of people in attendance. One thing surprised me though— none of these events used this one  strategy that can totally capitalize on filling your event AND also help you plan your event, speakers, activities, etc.

This strategy is so simple, it’s basically creating a survey and sending it out to everyone who’s registered for the event.  I just did this for Alex Mandossian and we found out some terrific insightful information that we wouldn’t have known without asking these pertinent questions. Plus the answers we received will go a long way to planning a stellar event that our attendees asked for.  In other words, we can use this fact in our marketing saying something like— “You asked for it, we’re delivering the content and giving you what you wanted to create an incredibly successful business at our event….”

The real key in creating a survey before the event to send out to those who’ve registered is have a goal of what you want to accomplish for the survey. Maybe you want to get content ideas, speakers, or want to find out what to upsell them at the event, or you want to find out price points, or get their feedback on extra outside activities.

After you know your goal, then you can start creating your questions.  My rule of thumb is to have about 10 -15 questions.  Start off with simple, easy questions, then move into the more complex questions. I also do a variety of multiple choice, ranking and open ended questions.

Here’s some terrific examples of questions you can use in your survey:

What is your most pressing challenge in your work/business right now?  You can make up multiple choice answers for them to check off, or you can simple ask them to write down their comments.

We are looking at the kind of training we’re offering and want to provide you with the most helpful format(s) and resources to help you solve the biggest challenge you’re facing right now. Please select the options MOST desirable for you. (Choose all that apply)

Live Audio Training (teleseminars, webcasts)
Listening to Audios (on your computer, MP3 player or Ipad)
Watching Online Video (webinars, blogs, YouTube, etc.)
Reading Printed Material (books, print outs)
Reading Online (ebooks, blogs, articles)
Live Events (classes, seminars, workshops)
Online Learning (e-courses)
Coaching (one on one or in groups)

Would you be interested in participating in a live 20 minute business “hot seat” during the event?


If Yes, please tell me a little bit about your business, and what some of the challenges your facing, and how you think a hot seat could help you.

What’s the single most important thing you hope to get out of our event

Another advanced strategy is sending out a survey to EVERYONE on your list before you even launch your event to ask them pre-event questions.  This is a terrific strategy because you’re basically “seeding” your event beforehand. By asking them to help you answer your survey, you’re also looking to get their buy in before you launch the event to raise their hand and sign up. I’ve seen Bill Glazer use this strategy very successfully to fill Glazer-Kennedy Insider’s Circle Super Conference event.

Whatever you decide to send out a survey to pre-launch your event, or to simply get feedback after they’ve registered, creating a survey and sending it out is a fantastic way to ramp up your event, help fill it, and make it more profitable for you and your company.

If you want to discover more about how to use surveys in your business, check out this webinar I did with my good friend Stephen Beck. I give you some fantastic ideas on how to use surveys to create a much more successful business.

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How you can raise prices- right now- promise…

I know what you might be thinking- “how could I possibly raise prices right now with what’s happening in the economy?” The “sky is falling” down on Wall Street and banks are imploding.  In fact my little brother works for Lehman Brothers and still has a job- for now- thank goodness.  But the real deal, is you can’t get sucked into the negativity and mind set that all businesses are going to go under.  This is actually NOT TRUE.  There are many businesses who are making tons of money.  The fact is, you just might have to dig a little deeper and change the way you’re marketing or change the way you get new clients.

Let’s get back to the real point at hand- raising prices.  The one main factor why people don’t raise prices- is they think they’ll end up losing clients and just be another statistic.  Well here’s the reality- if you’re business is one that’s creating value for your customers and clients, and if you’re focused on the market that’s affected least by this tumultuous economy, then you’ll be just fine…

One of the biggest ways you can raise prices is by changing “who” you are selling to.  The key again is to go after those least affected by the downturn in the economy AND focus on their passions, not their needs.  The market that I’m talking about is the mass affluent. In fact in this  months printed newsletter I spent a few minutes talking about the new book I was reading-  No B.S. Marketing to the Affluent: The No Holds Barred, Kick Butt, Take No Prisoners Guide to Getting Really Rich by Dan Kennedy. This is a wonderful and inspiring book.  There’s tons of great information in here that you can take all the way to the bank.  Don’t delay, you need to get your copy now!

Here are 7 smart ways to raise your prices-

1) Charge for things you now give away for free (& others still give away for free)

2) Upsell with your sale- add on more value and bonus and increase your original sale

3) Always give away a premium version of what you’re offering- in fact the best thing is to give people a choice of three- hence Silver, Gold and Platinum memberships are offered more often than not.

4) Bundle products or services together to force a higher transaction sale

5) Upsell after you make the sale

6) Change what you’re selling or the way that you are selling it

7) Use forced continuity- charge monthly fees automatically- for example- online memberships or newsletter

There are many other ways to do this, but these are actually right on the money and are from Dan Kennedy when he spoke at the 2008 Marketing & Money-Making Superconference.  If you only do one or maybe even 2 of the things, your could be makingmore money.

I know what you might be saying, “But Shannon, you don’t understand, if I raise my prices that my clients might leave and find it cheaper elsewhere.”  Well here’s the deal- that’s fine, in fact, that’s good!  Because the reality is you after you raise your prices, you won’t need as many clients ANYWAY!  So just stop “yeah butting” me and just do it! I know you’re not charging what you’re worth, that’s really hard, so just don’t think about it anymore- you’re not your client- raise your prices.  Ok, I hope you heard me- go forth and reap your rewards.  Remember- surround yourself with positive people who are making as much as you, if not more.  You will become who you spend the most time with- so beware… (Ok, I don’t think my dog counts though.  Yet, if I were more like my dog, that might be a good thing!) [digg=]

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