SEMINAR MASTER CLASS By Frank Maselligroup com Frank
SEMINAR MASTER CLASS By Frank Maselligroup. com
Frank Maselli • Former US Army Officer • MBA Univ. of MD • 35 years in the business • Advisor, Mgr, NSM • Over 3, 000 seminars • Marketing expert & coach • Author, speaker,
3 TIME BEST-SELLING AUTHOR
When you work with White Glove Workshops E E R F • Coaching • Advanced training • Seminar evaluations Contact your WGW Rep
Why Workshops Work Maselligroup. com
Why Seminars Work • • They highlight YOU! Great for prospects and clients Leverage your time Educate the right way Make you a better professional Generate referrals Speak with passion Have fun and use your “Unique Ability” Maselligroup. com
OK…you sold me! Now what? Maselligroup. com
10 Basic Workshop Rules Maselligroup. com
10 Basic Workshop Rules 1. 2. 3. 4. 5. Know your material cold Arrive 90 minutes early Begin and end on time Look and act professionally Make your guests comfortable Maselligroup. com
10 Basic Workshop Rules 6. Keep it simple 7. Prepare for tech failure 8. Don’t pitch products 9. Follow-up immediately 10. Have fun! Maselligroup. com
10 Basic Workshop Rules 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Know your material cold Arrive 90 minutes early Begin and end on time Look and act professionally Make your guests comfortable Keep it simple Prepare for tech failure Don’t pitch products Follow-up immediately Have fun! Maselligroup. com
The Workshop Agenda Maselligroup. com
The workshop agenda 1. 2. 3. 4. 5. 6. 7. 8. 9. Workshop body Guests are greeted 10. Recap Appetizers Admin announcements 11. Question & Answer 12. Call to action Your introduction 13. Your commercial Power opening 14. Appointment close Teaser (10 -15 min) 15. Power close EAT FOOD 16. “Good night!” Transition Maselligroup. com
? The big question… How do I maximize the business impact of my seminars and workshops? Maselligroup. com
The Emotional Dynamic Maselligroup. com
The best workshop… EMOTIONS Maselligroup. com
An emotional process Carl Jung “Emotion is the chief source of all becoming conscious. There can be no transforming of darkness into light or of apathy into movement without emotion. ” Maselligroup. com
One giant emotion… TRUST But that’s too big! Maselligroup. com
9 Critical Emotions Like Understanding Respect Confidence Happiness Fear Action Change Enthusiasm Maselligroup. com
9 Critical Emotions L - Like U - Understanding R - Respect C - Confidence H - Happiness F - Fear A - Action C - Change E - Enthusiasm “LURCH FACE” Maselligroup. com
A seminar workshop is… an emotional train ride! Maselligroup. com
The 9 Emotions LIKE Maselligroup. com
Getting people to like you • An old saying… • You’re already likeable • Beyond natural charm • Workshops have many variables Maselligroup. com
Getting people to like you • The invitation • A welcome feeling Maselligroup. com
Getting people to like you • The invitation • A welcome feeling • Physical comfort Maselligroup. com
Physical Comfort! • • • Always use tables Spread people out Check the environment – Temperature – Lights – Sound / Music – Aroma Maselligroup. com
Getting people to like you • • The invitation A welcome feeling Physical comfort Food Maselligroup. com
People like to eat! • Puts them in a good mood • Social interaction • Says you care • This will be fun Maselligroup. com
Getting people to like you • • • The invitation A welcome feeling Physical comfort Food A sense of humor Maselligroup. com
Humor • • • Relaxes people Lightens the mood Let’s them have fun Helps them open up Enhances the relationship Maselligroup. com
The 9 Emotions UNDERSTANDING Maselligroup. com
Help them understand • • • The Hour Glass structure Logical flow Visual builds Maselligroup. com
100% EAFE B er i t n o r nt F Lowest Risk ie c i f f Higher return E e Th RATE of RETURN % Same Risk Higher return A 100% USA RISK “Standard Deviation” Maselligroup. com
F t n Lowest Risk e i c i ff Higher return E e Th 100% EAFE B er i t ron RATE of RETURN % Same Risk Higher return A 100% USA RISK “Standard Deviation” Maselligroup. com
MFJ Tax Brackets - 2016 Taxable Income 0 - $18, 550 $18, 551 - $75, 300 $75, 301 - $151, 900 Tax Due 10% of taxable income $1, 855 + 15% over $18, 550 $10, 367. 50 + 25% over $75, 300 $151, 901 - $231, 450 $231, 451 - $413, 350 $413, 351 - $466, 950 + $29, 517. 50 + 28% over $151, 900 $51, 791. 50 + 33% over $231, 450 $111, 818. 50 + 35% over $413, 350 $130, 578. 50 + 39. 6% over $466, 950 https: //www. irs. gov/uac/Newsroom/In-2016 -Some-Tax-Benefits-Increase-Slightly-Due-to-Inflation-Adjustments, -
Help them understand • • The Hour Glass structure Logical flow Visual builds Jargon Maselligroup. com
Help them understand • • • The Hour Glass structure Logical flow Visual builds Jargon Check the map Analogies Maselligroup. com
Analogies make connections • Compare something new with something familiar “The stock market is like…” “Inflation is like…” “Dividends are like…” • Use images Maselligroup. com
Images help Maselligroup. com
The 9 Emotions RESPECT Maselligroup. com
Capture and keep respect • The teacher image • Be introduced • Point 1 • Point 2 • Point 3 • Please welcome…NAME Maselligroup. com
Seminar Timeline END START When do people decide to work with you? Maselligroup. com
Many ways to open • • Plain vanilla Joke Quote Audience participation Alarming statistic Imaginary situation Outrageous behavior Maselligroup. com
The Power Opening • • • Grab them Get them excited and engaged Make you look different Sets the tone for the event An example… Maselligroup. com
Capture and keep respect • • • The teacher image Be introduced The “Power Opening” Audience control Use your words – Speak with authority – “The work I’ve done…” Maselligroup. com
The 9 Emotions CONFIDENCE Maselligroup. com
Building Confidence • • • Two kinds Facts & Statistics Stories & Quotes Factoids Master the Q&A Maselligroup. com
Presentation Building Blocks ACTIONS CONCLUSIONS STORIES FACTS QUOTES OPINIONS STATISTICS Maselligroup. com
Framing the statistic “ 98% of Retirees will need government assistance or family help to survive. ” Yawn Maselligroup. com
Framing the statistic WHO? “ 98% of Retirees will WHAT? need government assistance HOW? or family help to survive. ” WOW! WHY? Maselligroup. com
Many kinds of stories • • • Horror Funny Lost opportunity Skeptical to satisfied client Celebrity confession Docu-drama Maselligroup. com
Telling stories • Decide what kind of story? • Keep it short • A clear meaning • Connect it to their world Maselligroup. com
Factoids • Mini-facts or stats • Make you look smart • Sprinkle them lightly • Save articles • Keep a journal Maselligroup. com
Building Confidence • • Two kinds Facts & Statistics Stories & Quotes Factoids • Master the Q&A Maselligroup. com
The 9 Emotions HAPPINESS Maselligroup. com
Make them happy! • • • Provide real value Knowledge is fun Get them engaged – Quizzes, games, contests • A peek behind the curtain • A sense of humor! Maselligroup. com
Humor! The Swiss Army Knife Of public speaking Maselligroup. com
Humor! The Leatherman Multi-tool Maselligroup. com
Humor! • • • Relaxes people Enhances memory Keeps things moving Gets you out of trouble Bonds you to the audience Makes you seem more intelligent Maselligroup. com
Humor! • • Dangerous Highly subjective Not jokes Planned vs. spontaneous Situational Uplifting never insulting Self-deprecation Maselligroup. com
But I’m not funny! • • • Look harder Don’t push it Nothing more uncomfortable Un-funny can be funny too Just relax and smile Humor comes with experience Maselligroup. com
Get some funny help! The NEW YORKER Maselligroup. com
“Your mother and I love you, Bobby, but we traded you for shares of the Facebook IPO. ” Maselligroup. com
“I won’t be able to handle your account anymore, as it suddenly appears that you’re a small investor. ” Maselligroup. com
“To quote my broker, ‘Past results are no guarantee of future performance. ’” Maselligroup. com
The 9 Emotions FEAR Maselligroup. com
When we say “Fear? ” Our goal is • • Not to scare people To calm To reduce To show that they CAN achieve their goals! Maselligroup. com
Fear • The great motivator? • Two kinds – Intellectual – Emotional • Translating IF to EF • Unifying the audience • Calming their fears Maselligroup. com
Create the dragon Maselligroup. com
Minimize the dragon! Maselligroup. com
Slay the dragon! Maselligroup. com
Translate – Unify - Calm • What are we really afraid of? • Connect everyone – Millions are feeling this today – It’s not only you • Now…make it go away! • Connect your solutions to their fears Maselligroup. com
The 9 Emotions ACTION Maselligroup. com
The ultimate goal “The great aim of education is not knowledge…but action!” Herbert Spencer English Philosopher 1820 -1903 Maselligroup. com
You’re doing this workshop • • • To get them moving Make decisions Change behaviors Improve their lives Protect their family Secure their future Maselligroup. com
Barriers to Action • • • Ignorance Inertia Fear Confusion Mistrust Maselligroup. com
Your “Call to Action” • What do you want them to do? • Keep it simple • 3 steps max • Use action language • No strings attached Maselligroup. com
The 9 Emotions CHANGE Maselligroup. com
Most people hate change • • • A very emotional process It takes effort It’s scary The Unknown vs. The Familiar “The devil I know…” Maselligroup. com
Your “Change” messages • Change is normal – There is no status quo – The pace is fast • Change is good – The dinosaurs • Change is easy & painless – Commit to one thing • Change to me is beneficial Maselligroup. com
Your “Commercial” • Who • What • How • Why are you? do you do? are you the same? are you different? are you here? Maselligroup. com
Your “Commercial” • Who • What • How • Why are you? do you do? are you the same? are you different? do I care? c e f r Pe y r e v i l e d t the Maselligroup. com
The 9 Emotions ENTHUSIASM Maselligroup. com
The most prized trait It’s not what you say… It’s HOW you say it. Maselligroup. com
The most prized trait • • • Passion & conviction Energy & commitment Make them feel the heat They are looking for leadership A message of success Maselligroup. com
“Delivery” - How you say it • Vocal variety • Dramatic techniques • Use of language Maselligroup. com
Vary your voice • • PACE PITCH Fast – Slow High – Low TONE Strident – Casual VOLUME Shout – Whisper How do you sound? Maselligroup. com
Vary your voice • • PACE PITCH TONE VOLUME Fast – Slow High – Low Strident – Casual Shout – Whisper Your voice conveys emotion Match the vocal style to the message Maselligroup. com
Dramatic Techniques • Silence – Pauses – Punctuation • Gestures – Arms – Hands – Facial expressions • Movement – Location – Body position • Using props – Planned – Improvised Maselligroup. com
Rhetoric • • • The words you choose The structure of your phrases Making things sound – Interesting – Fun – Powerful – Persuasive Maselligroup. com
Mastering the Q& A Maselligroup. com
A valuable time • • • Master presenters love Q&A Enhances credibility Builds confidence Humor and interaction You can prepare – Play 20 Questions Maselligroup. com
20 Questions • What are they likely to ask? • What do I want them to ask? • What could they ask that might hurt me? ! M E H T R E ANSW Maselligroup. com
Handling questions • • • Lay down the “foul poles” Raise your hand Re-state or re-PHRASE Answer briefly Don’t make stuff up Learn to “improvise” Maselligroup. com
Should you ever say… “I don’t know. ” Maselligroup. com
Materials & Handouts Maselligroup. com
What to give out • • A simple folder Custom note paper / workbook Bio (yours & guest speaker) Article about you Article by you Article about topic Appointment card Evaluation form Maselligroup. com
What about…? • A workshop agenda • Prospectuses • Calendar of future events • Sales literature • The slides Maselligroup. com
The Personal Interview Download from maselligroup. com Maselligroup. com
Guest Speakers Maselligroup. com
Working with guest speakers • Ask yourself “Why? ” • Make sure they’re good • Brief in advance • “Bracket” the speaker Maselligroup. com
“Bracket” the guest • You are introduced • You do the Power Opening • You intro the guest • You run the Q&A • Thank the guest • You continue & close Maselligroup. com
Setting More Appointments Maselligroup. com
First… There is no secret! Setting appointments is a “holistic process” Maselligroup. com
The room setup Your performance Factual content The 9 Emotions Appointmen Humor The Q&A session Maselligroup. com
OK…I’ve got that! What else can I do? Maselligroup. com
The 3 -Step Appointment Close 1. Talk about the appointment 2. Give them something to look forward to 3. Make it easy to say “yes” Maselligroup. com
Talk about the appointmen What’s going to happen? What will I learn that’s new? How long will it take? I’m going to ask you 4 questions A lot that we can’t discuss h Less than an hour What should I bring? Nothing Will you try to sell me anything? How will I feel when it’s over? Where will we do it? What will the next steps be? No Happy & smart Anywhere that’s convenient 3 possibilities Maselligroup. com
3 Possibilities 1. We decide that we want to work together and begin to discuss specific ideas and strategies 2. We decide that we like each other but the time is not right and set a date to follow-up in the future 3. We decide we don’t like each other, call each other names Maselligroup. com
The questions to ask T O N • How much money do you have? • How fast can you get it over here? • Will there be any more soon? • Who else do you know that has money today? Maselligroup. com
The REAL 4 -Questions They can be anything you like, but I might use these: Maselligroup. com
4 possible questions • What specific plans have you made to triple your income during retirement? • What would happen to your financial situation if the stock market dropped 45% like it did in 2003 & 2008? • If you died this year, how would your family’s lifestyle have to change after paying taxes to the IRS? • What plans have you and your children made for dealing with rising healthcare costs and Alzheimers? Maselligroup. com
Psychological Interview Download from maselligroup. com Maselligroup. com
Give them something to look forward to You get a chance to talk I look forward to listening You will learn some new ideas You will get to see where we work You will get to meet my team You will get something valuable You will have an experience That you can use on your ow Where the magic happens They’re even smarter than me A free report, fund analysis, e Unlike past advisors Maselligroup. com
Make it easy to say YES I don’t have my calendar I want to think about everything I heard tonight No problem. You can change it later. It’s the act of setting the appointment that’s critical to your success. I hope so…these are critical issues that could affect your family’s entire financial future. The problem is you won’t remember anything by tomorrow morning. The appointment is a chance to reinforce what you just learned and make it come alive for you personally. To see how all this theory can work in real life for you. Maselligroup. com
Make it easy to say YES I already have an advisor LOGICAL ARGUMENT Of course you do. You also have a doctor. Your MD would not do your hip replacement or your heart bypass. I am a specialist in protecting your assets for a secure retirement. If that’s what you’re getting from your current advisor…then you’re already doing all the things I’ve suggested here tonight and you’re OK. If not…then you can see the difference between. Maselligroup. com a specialist
Make it easy to say YES I already have an advisor EMOTIONAL ARGUMENT Everyone has an advisor. But you are here tonight for a reason whether you know it consciously or not. You’re here because somewhere deep inside you sense that you should be doing better things with your money. I’m not saying you’re angry or even unhappy with your current advisor…I’m sure he’s a nice person. But there’s something missing. You are looking for a higher level of care, of help, of Maselligroup. com guidance, of contact, of
Maselligroup. com
QUESTIONS Maselligroup. com
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