Faye McCann is a multi-seven-figure business owner, including Faye Mac business consultancy, who frequently packs masterclasses to the rafters using organic methods, converting people into lifelong clients along the way.
Faye talks about the powers of organic marketing on a regular basis. She believes organically filling spaces makes the difference between a “quick stop” customer and a loyal customer who will hugely benefit from your insights – and she sees great results on a longer-term basis.
Growing a relationship with clients, old and new, is fundamentally important to Faye and her business plans. She finds that organically filling masterclasses and launches significantly increases the number of people who will stay as long-term consumers of courses, programmes, or one-to-ones, as her focus is not on making the initial investment but building a relationship with a structure.
In fact, the goal for every event is not necessarily to have the person buy there and then, but to create that professional relationship which will secure working together across a longer period of time.
Here are her top five tips for selling out a masterclass without paying for a single ad – and creating lasting relationships in the process.
Send individual invitations
Just like hosting a party for your nearest and dearest, reach out to your target audience on an individual and personalised basis. Let them know what you are hosting, when you are hosting it and why you would love to see them – the masterclass will see a huge increase in numbers and attendance following the sign-up.
Your prospects will also feel more committed to attending on the night if you touch base a second time 24 hours before the masterclass is on, letting them know how much you are looking forward to seeing them live. Strong numbers are a non-negotiable for sales.
Create interaction
Asking for interactions within the masterclass is one of the key processes to nurturing the people in attendance and getting them through to the final step of payment.
Asking simple questions such as, “Use the chat box to tell me where you are from” or “Rate your confidence on this topic between 1-10” will enable your prospects to truly feel immersed in the masterclass, part of the teachings and fully prepared for the next step when it is revealed. Make sure you visit some of the answers.
Keep it fun and light-hearted
Business doesn’t have to be boring or mundane. For many, sitting at home listening to an expert talk for an hour doesn’t scream out ‘fun activity’. By injecting some fun into your masterclass, it really brings the teachings to life. From prizes, incentives, small competitions, or even fancy dress, Faye has mastered the art of bringing real human interaction and fun into her masterclasses.
Don’t launch last
Many entrepreneurs pack a masterclass with value and then go into a hard sell at the end. Faye structures her organic masterclasses slightly differently in a value-sale-value format.
Psychologically, she finds that prospects starting the call with free information and ending the call with free valuable information shows a boost in sales immediately after the masterclass. This structure also goes against the status quo and really provides potential buyers with a completely different experience.
Aftercare
Faye prides herself on aftercare as part of her masterclasses, offering every person on the call a bespoke and in-person chat with her or her team.
Starting with the cart abandonment list and then working her way through the rest of the people present, she will reach out in an informal way to see whether there is anything else she can help with, gain feedback on the session, and move forward to solidify and cement those relationships further.
For more information on Faye, who runs a social media marketing agency as well as a business consultancy, visit http://www.fayemac.com
