You may not have presented your first webinar yet. But beware: webinars can lead to demand from your audience for live presentations. When that happens, even as you’re preparing your very first one, start thinking about how you can scale up (and out) of it.
Always Seeking to Scale
MOBE’s event line up starts with our “preview” event, the IM Freedom Workshop. It’s a two-hour live presentation and we do a couple hundred of them every year. After that, we have our three-day Home Business Summit and Super Charge events, as well as our line-up of Summits and Masterminds, which are all paid events.
I personally delivered the very first IM Freedoms, which were in Los Angeles, myself. In the typical entrepreneurial style (or perhaps just my style), I worked out what the presentation would be while flying to LA from Australia.
Even with that first one, I was looking at how I could scale it up internationally. And to do that, I wouldn’t possibly be able to deliver all of the events and still run MOBE. So, right off the bat, I created a presentation that was not dependent on me, my image, or my personality. I took myself out of the picture and created something that anyone with the right training could successfully deliver.
I was even able to test it in LA and see for myself.
Presentation Proves Duplicable
We were booked for four days of presentations (two a day) and I did the presentation for the first three days. On the last day, we had fewer confirmations, so it was a smaller audience. One of my staff members had been present for each of the presentations I did the previous three days. He’d seen how I did it and how the various sections flowed. I got him to deliver the last one.
For each of the events I had presented, I got an average 20 percent conversion rate—one out of every five attendees purchased a ticket to the Home Business Summit. My staffer, who’d absorbed it by watching me (consider that his training), gave the same presentation and got a 15 percent conversion rate, which is totally acceptable.
I knew then that I could turn it over to a properly trained presenter and event staff and it would work. I continued to do the events and eventually found someone to take it over. (Unfortunately, it was the wrong person and staff and we lost money, but that’s an entirely different story.)
Eventually, I began finding people who were willing and who also had past experience in the seminar business and knew how they should be run. The people I have doing this today are getting better rates of conversion than I did, which is okay with me.
Today, though I do make appearances at our higher level events, such as the Diamond Mastermind, I have otherwise leveraged myself out of MOBE event presentations. All over the world, we have qualified and effective presenters and staff “keeping the show on the road.”
Take a Franchise Approach
If you haven’t already realized it, what I did with MOBE’s event business was approach it like a franchise. A franchise is a business that is successful and in which the owner identifies and formalizes its various systems and processes.
All anyone has to do to duplicate that business’ success is to know the systems and processes and keep using them. For instance, a McDonald’s Big Mac is the same whether you get it in New York or Hawaii because they are all made according to a system, using ingredients from the same source, etc.
For an event business, the way you “franchise” it (it’s not literally a franchise) is by applying three steps:
- The Same Content
- The Same Sequence
- The Same Procedures
Standardize the content so it covers a definite list of topics—no more, no less. Make it 100 percent about the subject you’re trying to teach, the product or service you’re trying to sell, and zero percent about you. That way, all anyone has to do is learn the presentation, get up and present it.
Work out the sequence of the presentation, where the offer will be made, where the Q & A will be, etc. and formalize it. This is one of your systems for the presentation.
This would include the way you advertise, your follow up sequence, how people register, and how the event day is organized and scheduled. If you’ve got a successful system for this then get it down in writing so that others can duplicate it and be successful.
When you have an event business (or any business) that works, identify and formalize its systems—content, sequences, procedures, etc.—so that anyone anywhere can pick it up and have the same success with it. This is what we’ve done and are continuing to do throughout MOBE.