47: How to Sell Using Events with Erica Maurer

Sarah Noel Block: I really wanted to focus in on how businesses can use events to fill their pipeline. I have a little bit of a cold. Um, can you hear that?

Erica Maurer: Not really.

Sarah Noel Block: My dog is going absolutely insane. Can you hear that?

Erica Maurer: Yeah.

Sarah Noel Block: Now oh, my gosh. 1 second, I'm going to hit pause and I'm just going to let my old dog down because he gets so mad if I don't let him in my office. All right, recording is back on. Can you introduce yourself?

Erica Maurer: Do you want me to say my.

Sarah Noel Block: Name and the title and about your business and what you oh, OK. Hi.

Erica Maurer: My name is Erica Maurer. I am the founder at Emrg Media, a leading events company, full service event production and marketing and talent agency. We're also the producers of the Event Planner Expo, which is the largest trade show for the events, marketing and hospitality industry going into its 11th year. And that was sorry, I just did that.

Sarah Noel Block: And there's more. Today we're going to be talking about how businesses can use events to fill their pipeline. This is really the only way that I know how to sell because I am absolutely terrible. I hate selling. I hate it so much.

Sarah Noel Block: But I can get behind it when it comes to events, because if I'm on a stage, for example, or I'm teaching at a workshop that's doing a lot of the work for me, I'm already showing you what I know and that acts as the full sales funnel. By the end of the talk or the workshop or whatever it is, I'm able to sell a lot easier because I've already proven that I know what I'm talking about. So in your experience, how have you found other entrepreneurs using events to sell?

Erica Maurer: So that's a good question. I think that most people use it by showing social proof. So, for example, we've been around for 20 years, and over the years we grow right with doing different events. But how do we grow it's? By servicing more people.

Erica Maurer: It's for being more present. So, like being on social media, being out there in different channels so people can see your work. I think showing people that this is what you do, these are your results, these are the pictures, these are the outcome, here are testimonials. That is a great way of showing social proof and allowing people to understand that they can work with you and they can trust you and that your outcome is going to be great.

Sarah Noel Block: So when you're talking about the case studies and photos from different things that you've done, would this be on social media or would this be during the event?

Erica Maurer: Well, you're going to take everything that you've done for an event. So let's say, for example, like last night, we produced an event at the Hard Rock Hotel. So we had a videographer, we had obviously a photographer, and then guests were taking pictures. So that's going to show social proof that the event was a success. It's going to hit different people's channels and then we can use that post the event to show the capabilities that we have.

Erica Maurer: When you're doing an event, you're kind of already in the mix, right. So people aren't going to be like, oh, that looks good, or that looks bad at that time, you kind of have to have already earned their trust. But you can get new clients from seeing the results that you have during the event because if someone has a great time, then they're going to come and say, oh, who produced that event for you? I would love to work with them. So there are multiple ways of generating that.

Sarah Noel Block: Yeah. So you're doing the Event Planner Expo and from the perspective of entrepreneurs or coaches, people who want to get on more stages to be able to build that trust and all that, how can they get booked more?

Erica Maurer: Well, they're going to have to have a good sizzle reel, they're going to have to have a good deck to introduce who they are, what they've done, show social proof, give some history of why someone should take them on the stage versus somebody else. And then also just a likability, right. People want to incorporate people that they think have value that are going to extend into other networks. So I think a combination of that and being willing to share, right? Like if I'm on your show and I'm saying to you, okay, I'm going to share this content post, that's going to give me a little bit of a value as long as my credentials match up with everyone else's.

Sarah Noel Block: Yeah. Okay. Let's say they have spoken at events, but they don't have a sizzle reel yet none of the events had videography. What is something that they could do that would show you that they're a good speaker?

Erica Maurer: Well, even if they had a picture and then a clip, speaking live at the Event Planner Expo spoke about the power of Strategic Partnering 2021 and then maybe it says, like, spoke at this conference in 2022. Obviously you can build social proof not necessarily always from a sizzle reel, but just from showing stats. Right. Numbers don't lie. If you're being called back repeatedly to different podcasts or events or stages or even like panel discussions, right.

Erica Maurer: It's showing that you're providing value and for that people will believe or express the interest in it.

Sarah Noel Block: Yeah. So proof that, one, you'll help promote the event, that will help you'll get more tickets sold by being a speaker there. And two, that social proof. That works for building up your customer base through speaking. It also works through being able to book more speaking engagements by showing I spoke at this event and it was a packed house, all the seats were taken or something along those lines.

Sarah Noel Block: Now, let's say someone is putting together a workshop for an event what is the best way to move that audience to more of a sales relationship?

Erica Maurer: So you need to kind of show people so in addition to being a partner at Emergency and producing the Event Planner Expo, we actually coach myself and Jessica for my team, we actually coach women entrepreneurs, and we help them kind of grow their business. Right. So we always talk about how do you convert someone from being in the audience to basically saying, okay, I want to continue on this journey with you. Right?

Sarah Noel Block: Yeah. That's the hardest part.

Erica Maurer: What's important is to obviously show that you have knowledge. You have to be relatable, but then you also have to get people to believe and recognize that you're going to help them get out of the pain that they're in. Right. So I'm stuck, and let's just say I'm a five figure earner. I want to get to be six figures, but I can't get past that.

Erica Maurer: Okay, well, if I can show them that I'm an eight figure earner and I can show them that I at one point was literally a no figure earner right. Because we all somewhere and I can explain the journey and they can believe that that journey is something that they could also do. That's how you convert into just being in the audience to kind of buying right. Showing that the pain that they're in is greater than where you're going to take them on the journey, and then also recognizing that sometimes people don't realize that they've been stuck in that situation for a year or two years or three years, sometimes ten years.

Sarah Noel Block: Yeah.

Erica Maurer: And so if you can show them that year after year trying to do it on their own, they're not getting anywhere because they're still in the same spot, then there's going to be a shift. Okay, well, I'm trying it on my own. It's not working. What do I have to lose to try to do it for X dollars, right? Because all I'm losing is my time, and you can't get back time.

Erica Maurer: So it's a time and money evaluation that I think really helps you switch over to earning the trust, letting people believe they want to go with you, but also simultaneously giving them tangible facts that they're learning along the way. So if you're teaching someone, some days it's a one day conference. Sometimes we've done stuff where it's like a 712 day conference, and each day you're going to have to have that person leaving with an actual skill set. Right. Teaching them three steps to how to increase your social media, that's tangible that someone can leave with and try it and see results instantly.

Erica Maurer: So if you start giving and including tidbits of that element, people start to understand, wow, I'm seeing a change. And that change is only happening in two days, four days, five days, and that would be in six months to a year. To me, that's how you kind of move the needle.

Sarah Noel Block: Yes. So what I'm hearing is in the talk or the workshop, you need to address the challenge that they are most likely experiencing. And you need to give them some sort of mini transformation. This is a little tweak that you can make that will move the needle on your problem, but just a tweak, because working with you will get them the rest of the way. Is that correct?

Erica Maurer: Exactly. Because at the end of the day, people are coming and they might be stuck or they're in a bad position and they know that they need help because they wouldn't be in the workshop. Right. They wouldn't be there. Everything's great.

Erica Maurer: So they know that there's some value. So how do you relate to them to show that that value can help them? Now, obviously, not everyone's your ideal client. So you don't want everybody because they're not going to be the perfect people, but majority are going to be, and they're showing up for a reason. And so focusing on that element and then showing them those little takeaways so that they can start to believe that change is possible.

Sarah Noel Block: Yeah. Okay, so let's walk through this. We are putting together a workshop. You start with the challenge that your audience most likely has. You give them the steps to have a little transformation in there.

Sarah Noel Block: Now your talk is over. How do you get them to take action in that moment? So they go from sitting in that audience to signing up for your next thing.

Erica Maurer: So there's a couple of different ways. There's one where you can do like, fast action takers where whoever signs up the first 50 are going to get bonused in, let's say, a one on one intake call or a strategy session, right? So people like to take action if they get more value. So that's one option. The other option is when you're doing it, you could do like a bundle.

Erica Maurer: So let's say, for example, oftentimes when we do our program, we'll include having kind of like I don't know if you know who Sharon Lecter is or she wrote Rich Dad, Poor dad. She's like, I know that book. She's best selling author and she's really amazing. So we might know if you sign up for this program, you'll also get a master class with her. And so kind of giving added value is a good way, but ultimately people are going to see the offer.

Erica Maurer: You're going to give them a time frame. You're going to tell them you have 24 hours or you have 48 hours, and then the offer is going to go away. The other option that we've done a lot is we call it like a family session reunion. Do this. And you say for those of you who are interested, a lot of times you could do like an application where people can fill an application.

Erica Maurer: You can assess it because you just want to make sure that the client is the correct audience.

Sarah Noel Block: Yeah, a good fit.

Erica Maurer: Good fit. So oftentimes we'll do an application process and we'll say you have to fill this out and there's two tiers, there's a higher tier and a lower tier. We have to divide them into what we think would be best for them and make sure that those are the people that should continue on. Right. Because like I said, not everyone can do it and then do a bonus session.

Erica Maurer: So basically come back on and kind of like answer questions, give some additional value, provide some golden nuggets. Those things will also help move the needle. And those are some different strategies and ways to convert from having someone in audience and just saying, hi, thanks for nice meeting you, and then leaving versus I want to learn more, I want to grow with you.

Sarah Noel Block: Those are two good takeaways that I want to highlight for everybody is bonuses and having that FOMO with the countdown. Like this is how long this bonus is available. After that it's not and don't make it fake. It actually needs to not be available after that.

Erica Maurer: Exactly.

Sarah Noel Block: My lawnmower guy is here. Can you hear it? My mic is pretty good where it usually blocks out that sound. As long as my mic is right here.

Erica Maurer: Exactly.

Sarah Noel Block: Okay, cool. So next question I have around this is what if you are doing an event and a lot of times when you are a speaker somewhere, they have a contract and you're not allowed to sell from the stage or something like that, what do they do then?

Erica Maurer: So when you're not allowed to sell from the stage and that's often right?

Sarah Noel Block: Because yeah, it's like 100% of the time. Pretty much.

Erica Maurer: For example, we did our conference last year. We had Jesse Itzler and Mel Robbins. They weren't selling from the stage. They were providing content and they're providing value. So typically in those kinds of situations, you're going to have typically like a presentation behind you or maybe in the bottom of if it's a virtual and you're putting it in here, it might say like your call to action.

Erica Maurer: So it could be like, hey, if you liked hearing what I had to share, thank you so much for your time. Follow me at and then just give your social media. A lot of times that's a way of continuation or to give a free offer. Right? What is something that you can offer to the audience that they're going to receive that they're going to want to use?

Erica Maurer: But then it's going to go into an opt in page and then the opt in page is going to allow you to connect. We connect with each other and then you have the opportunity of selling me or I have the opportunity of selling you and continuing that relationship.

Sarah Noel Block: Yeah, I was on someone else's podcast recently and they were telling me about an event that they were speaking at. And as usual, there was a no selling clause in their contract. So he was telling me that at the end of it, it was, I don't know, 40 minutes presentation. So at the end of it, he offered a master class, a live master class to continue this conversation and give them a new transformation, what the next step would be if they attended. And then there was the QR on there and he ended up getting like a 70% close rate from doing it that way.

Sarah Noel Block: Especially if you can connect it to the talk that you're giving at the event and then expanding it a little bit further with that. And if you can get them to attend live, it's even easier to be able to convert them in the end because you can have those live conversations with them where you're addressing objections right.

Erica Maurer: There in the no, I mean, that's a great example because you can continue on. Like Jesse, for example, Itzler he had come out with he has this calendar now that he does, it's like a workout calendar. And he was like, if you want a copy of my calendar, go to QR code. Right. And then audience QR codes it whether they redeem it or not.

Erica Maurer: Maybe they don't, but at the end of the day, you're getting the data. You're getting the data from the audience. And that's what you want to do because then you have the opportunity of continuing to share.

Sarah Noel Block: Yeah. As soon as you get that email, then you can move them over to that sales sequence and convert them, build that pipeline. And really, I mean, when it comes down to it, just getting those emails is building your pipeline of people that if they're not ready to buy right now, they might be six months from now, but they're on your list and they'll think of you.

Erica Maurer: Yeah. Especially when you think about the cost of ads and what a customer acquisition is these days for spending to buy. So that's always a great way. That's why speaking on stages is really valuable for people's businesses, even if it's just getting the company name out there. Right, but getting in front of those audiences.

Sarah Noel Block: Yeah. It's brand awareness with your ideal customer. And when you're speaking at an event, usually that event has an audience profile of who typically attends that event. So it becomes really easy to get in front of your ideal customer because you can just research that event. Who is their ideal customer?

Erica Maurer: Exactly. And then you just literally was one too many. Right. 3000 people. 5000, 1000.

Sarah Noel Block: Yeah.

Erica Maurer: I mean, you can't really do that often, so that's a great one.

Sarah Noel Block: Yeah. And when you're speaking live, it's so much easier to build that relationship with them. I love it. Is there anything else that the audience should know about filling their pipeline when it comes to events?

Erica Maurer: Well, I think just being very omnipresent. And I say that I think I mentioned it before, is that you want to be showing your work. You want to be out there and letting people see what you're doing. And you also want to tag your partners. So you're doing something on social, like, who was the florist, who was the caterer, what was the venue, who are the activations and stuff?

Erica Maurer: Because they'll also reshare it. So it's the same concept. Right. You're live on an audience, but if you're tagging your partners, they also are going to be wanting recognition, and they're excited to share. So to me, that's also a good way of accomplishing that.

Sarah Noel Block: Yes. That is so smart. And just a little bonus on top of that, when other event managers and program directors are seeing that because they're probably in the same network, then they're more likely to also ask you to speak on their stages.

Erica Maurer: Exactly.

Sarah Noel Block: More social proof. It's amplified.

Erica Maurer: It's amplified. And that's what it's all about, is amplifying your voice.

Sarah Noel Block: Yeah. All right, before we wrap up, can you tell me about your event coming up? And I think you have a special promo code for everybody.

Erica Maurer: Yes, I'd love to. So our company produces the Event Planner Expo. It's the largest trade show for the events, marketing, and hospitality industry. It basically brings the who's who of the industry know some of the best new creators and so forth. And so it's a three day event.

Erica Maurer: We do, like, a networking event. We do an education day. We have our keynote speaker is Gary Vaynerchuk. Many people love him. He's a great marketer.

Erica Maurer: We also have Marcy Blum, who's, like, a leading planner. And then we do panel discussions. So we bring together leading experts to talk about these kinds of strategies, right? Marketing, sales, event trends, tech, all of those things. And again, bringing the community together.

Erica Maurer: And then the next day, we do our trade show. Our trade show is comprised of, like, 150 of the top vendors from all over the country. People fly in from other countries. People fly in from all over the city. We're based in New York, so they get to see what's coming up.

Erica Maurer: What are the trends, who do I want to get to know? Who do I want to network with? And just leave with not only a sense of community, but stacks of new people for your Rolodex and new relationships. Because at the end of the day, in order to grow, you need to have partners and you need to be able to lean on different people. And that's what this event is all about.

Erica Maurer: It's about new business, and sometimes people just want to learn. Right? So all of that, and then we close out with, like, a really cool, fun, closing after party, which is really fun. And so it's a three day Immersive experience. You don't have to come to all three days, but you can because that gets you the most out of it.

Erica Maurer: And we wanted to share with your audience for being obviously affiliated with you, a special promo code, which is basically 30% off. It goes on any ticket that you want, whether it's the top of the line or just a one day ticket. And the code is actually called Gary, after Gary Vaynerchuk. And you could just type that in and it basically discounts it. And you would go to Theeventplanearexpo.com, which is our website, and you can even connect with us on Instagram if you want to find out more about the event at the Event Planner Expo.

Sarah Noel Block: Awesome. And you said it's in New York?

Erica Maurer: It's in New York, October 10 through the twelveTH. And we do have hotel blocks, so if people are flying in, they don't have to feel like they have to pay the full price. They can go and they can pick a hotel that they like based off of our referrals.

Sarah Noel Block: Boom. All right, everybody, I will have this in the Show Notes page so you can grab that promo code. Thank you so much for joining me.

Erica Maurer: Yes, thank you for having me.

Sarah Noel Block: Sarah, where do you hang out on Social? Just so anyone knows where they can follow you.

Erica Maurer: Yeah, if you want to follow us at the Event Planner Expo. I check that all the time.

Sarah Noel Block: All right, cool. Thank you. Thank you.