Two Case Studies
Refreshing your content to be relevant to your clients
Penny totally re-engineered her content after we worked together. Penny speaks on Mental Toughness and has made the topic her own. “I no longer talk about what I do, what I talk about is what changes could happen for you. So, I flipped the conversations to be around the client’s needs. I still talk about my story, but now it’s the backdrop for my message – not the main topic. The message is the four key components that make up mental toughness, I’ve restructured my whole talk around that, and it makes much more sense. I’ve always believed that if you’re very clear about the question or the proposition at the beginning (of the talk) and I remind the audience all the way through and then come back to where I started – it’s a very clear journey. I tightened all that up as a result of the course and now the talk is more enjoyable for me and hopefully for them.”
A valuable reminder for even the most experienced speakers. You are never too experienced to refresh your offer, rethink your material or tighten up your positioning.
Asking the right questions
Penny Mallory, the mental toughness speaker, has built a bank of questions and a way of taking enquiries into the process of her business. Now that she is too busy to take all the enquires herself it has really helped her team. “We spend a lot of time asking the client what their current challenges are, what they want out of it, what they don’t want out of it, what they want to avoid, we ask loads of questions, I never used to do that. The client gets so much reassurance that you’re asking those questions, they’re more likely to book you because you ask the questions. Even if the answer isn’t the same on every single call, it doesn’t matter. Just by the process of you asking and deep listening to what they’re saying, they just get much more reassurance that you’re the right speaker. I’m absolutely sure it works because my conversion rate is really high, it’s around 70% at the moment.”
Need some help refreshing your content to be relevant or asking the right questions? Get in touch to arrange a free consultation here.
For more information on Penny, visit her website here.
Look out for Penny’s new book ‘365 ways to develop Mental Toughness’ coming to a book store near you soon.