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in this short video we're going to talk through four different event formats that we have personally tested over the last two to three years into different niches so that you can book more appointments so that you have an alternative to just asking for sales calls because when it comes to lead generation what we've discovered to be true is if you have a bit more variety in the way you approach potential clients then you're going to get more sales opportunities you're going to get more prospects into the pipeline and you're going to move them through the pipeline faster because you're talking to people at all stages of the buyer's Journey as opposed to if you're just speaking to people ready for a sales call these are what we're going to go through today we're going to talk through let me just miss this we're going to talk through people selling to large Market size SMB or mid-market sorry so that means we're going to talk about large Market size that means there's a greater volume of SMB and mid-market versus Enterprise there's only a certain amount of Enterprise companies but you know there's hundreds of thousands sometimes millions of smbs depending on the niche so here we'll be selling to CIO or CEO Enterprise that's one side of the Matrix direct go to market versus referral or Channel go to market direct to Market means you are selling direct to the End customer or if you are here maybe it's a referral or Channel go to market we've tried all of these and I'll give examples of clients and myself as we work through this and the models they followed and what worked for them so that you can put some variety into your sales process your prospect process and ultimately generate more Revenue more cash into the business right so first of all let's deal with large Market size SMB and mid-market direct go to market so this would be the majority of B2B Consultants the majority of executive coaches the majority of SAS and the majority of people selling any type of high value service into small business and single solopreneurs and just to be clear this would be things like managed Services it would be doing B2B Consulting around Revenue CMOS fractional work that sort of stuff the most powerful by far we've found in this Niche is is what's called a q a session what's the what's the reason a q a session works so well well for two factors first of all it's really quick to do you don't need to do any planning secondly it's really really effective because with a q a session all you have to do is answer questions on what you already know and what's a question let's put this another way you you let your prospects give you the context and then you give them the content let me repeat they give you the context and then you give them the content so you know you're 100 on point because you ask them what they need help with and when people ask a question a question we have found is often an objective in Disguise what's an objective in Disguise will you knock over all the objections and you get closer to closing a sale not only that it allows two-way a two-way interaction which in the day and age of artificial intelligence is really really important and you can do a q a session for 45 minutes and how easy is it to get 45 minutes of someone's pure Focus because interacting with them in real time here's here's how to know whether you should do a q a session into this Market ask yourself the question if you spent 45 minutes to 60 Minutes interacting in real time with a prospect answering their questions will it bring you closer to having them as a client or further away if the answer is closer go and try it now a webinar I recommend that you move on to once you've done I probably it varies from person to person but you've done a decent amount of q a sessions why what's a webinar well you will start learning a lot this is the other Vantage by the way the Q a interacting with people they'll start asking questions oh I never thought of that that's a good question or you start learning things about your prospects and and by the way there's nothing worse than being the best kept secret is there um you know chasing a sales call chasing a sales call you don't learn much about your prospects you don't get to validate you don't get to check your Market message Matt you do all those things of the Q a and then you take the three most commonly asked questions and then you turn them into a webinar which is which is a 40 to 45 minute presentation with slides now you still need to interact and get feedback but it's much more structured and when you do a webinar it's much more conversion focused the Q a does convert but the webinar is specifically tailored for just conversion and conversion only and so you do a 45 minute presentation with Frameworks like this or slides and just you you on the screen exactly like this and it's it's good now the cold interview is is another one some people like this I'm I'm ex we've done this and we're probably going to focus it on on it this year but the the cold interview is also very effective what's the cold interview we had a client called Norman in the sasnich who was doing this and he helps business owners exit so all he was doing was going through Linkedin and he was and other channels and he was inviting them to a LinkedIn live and asking them questions but he went the energy of learning and then at the end people really enjoyed working with them and enjoyed his energy because he separate the energy of trying to pitch from the energy of doing an interview let me elaborate it's a really important point you interview your prospects and as a result of that interview some of them become clients and some of them don't but you've really got to separate the energy of selling from the energy of building a a um relationship or in other words you go to it with this energy of I'm really going to be fantastic interview I really want to learn and if it so happens this person might become a client but if it doesn't it's cool versus I want to make this person into a client because everyone feels it everyone gets rubbed up the wrong way so if you do want those three it'd be good now the interview to c-suite is is a variation on that cold interview so what's the Dynamics and characteristics of a market when you're selling to CIO or c-suite let's say you're selling to Fortune 100 or even the top 250 companies in in the marketplace the dynamic is there's only very few decision makers relative to the amount of people chasing them you're competing as an independent consultant with professional sales organizations so these people get a lot of solicitations every single day we actually had someone in the agile Niche selling to Enterprise on stalled agile projects has done two deals already in in less than three months a 250 Grand deal and another six month one when he's on site um and you can do the Q a session with this you absolutely can but what we've found to be more effective is the interview funnel to c-suite so it would be a variation what would you do you do a you build a personal brand around interview doing the CIO of businesses but here's the the little thing that you would do that makes this work you would do a landing page and you would invite other c-suite owners to that and get give them a chance to interact live on zoom and ask questions if they register that way you start collecting their emails they start collecting their SMS you start cultivating a relationship and also after the interview finishes what you would do is you would cut up the clip and you wouldn't obviously post it without permission but you would send three or four Great Clips of the CIO answering questions say hey we recorded this um just feel free to share would you I don't know if you want it for your personal um CV or resume or to share with your network and what you'll find is if they look really good answering these questions they actually share your content with their Network so over time you do two things you build an audience of um cios or c-suite on your email list and SMS and you also get them sharing it with their Network so more people start to know and over time because we all know this is a long game you start to generate leads so that's how we've done it there Town Hall referral Channel Market so we have a lady here in in program Kelly who sells private school testing private school testing is to to help wealthy kids well not wealthy kids kids of wealthy family to get into past the Private School Entrance Test and she had didn't until she didn't have any success selling direct like here she needed to do a referral Channel or she needed you know referral or or indirect through a channel she needed a referral Network so what she did every week is is a um Town Hall a town hall is when you share best practice with people also selling to the same audience but with a slightly different offer so family offices what Financial advice is anybody dealing with that market and she started cultivating building relationships over time she started getting referred in in a win-win commercial relationship obviously there's no answer to that but she's really really starting to build this business and has had a lot of success with it now when you're doing Enterprise and channel that would be like when I used to work in the telecoms market you would just do a town hall into Enterprise sharing with your channel Partners best practice make it a weekly event building up the network like that now if you do one so if you do one of these four events if you do one of these four events you're absolutely going to have success in cultivating a bigger pipeline speaking to people at different stages of the buyer's Journey having something different on the table and ultimately growing your revenue and gross profit while standing out from the competition I hope that's been useful have a wonderful day everyone take care bye