Shay Wheat (@shaywheat) is a Certified Event Producer™ and Founder & CEO of Grace and Ease Productions, Inc, which helps entrepreneurs scale their businesses through events.
In this episode, Bobby talks with Shay about how events fit into your overall marketing strategy and how to use events to scale your business and fill your high-ticket programs. Shay shares her comprehensive approach to hosting highly profitable events, from attracting the right audience to getting them to show up live to crafting a post-event strategy that maximizes profits.
Bobby: So could you tell the listeners a little bit about you and what your company does?
Shay: I’m Shay Wheat, a certified event producer, which is just a fancy way of saying that we take what it is that you do and your genius. We utilize events as a way to market what it is that you do so that you can continue to grow and scale and really support more of the people that you’re here to serve.
Bobby: And what is the overall journey that clients take with you from not knowing that you exist, you becoming raving fans?
Shay: A large part of our business is referral based. So we get our clients crazy, awesome results and they go: you need to talk to my friend. So that’s where a huge part of our business comes from.
And so when they come into our world, it’s like, tell me what it is that you’re wanting to do. What is the plan? A lot of people come to us going, I want to do a three day enrollment type of event. A conversion event where I sell my high ticket offer. You know, my package is a 10K, 20K and above. And I want to scale and leverage what I’m doing because I’m really tired of one on one calls. I want to do one to many. And I go, okay, great. Tell me more. What’s the vision? What does it look like? We do an intake form. And I want to make sure everything is lining up. Because what I don’t want to happen is somebody losing their shirt. Because events can be expensive. There’s 17 different types of events you can be using in your business. So you want to make sure you’re using the right event at the right time for whatever it is that you’re going to. It has to fit into your overall business plan. So we’re more than just, Hey, yeah, we’ll go ahead and run and produce your event for you. We’re taking a look at your entire business and making sure that it actually fits. So that’s a little bit different than a lot of other producers out there. And then if it’s a good fit, we get into the planning process. Which could be 11 plus meetings. My team and I do probably about 100 hours pre event work on your event. Then we will be with you during the event. And then there’s also a post event. So what worked? What didn’t? How do we make it better? We want to continue to learn and grow and adjust.
Bobby: I love that approach of partnering with your clients because you’re going to be spending so much time with them.
Shay: You want to make sure that it’s a good fit on both sides. Because depending on the client’s schedule, we will spend late hours going through the run of show because that’s the time that they have available. But we want to make it super engaging. Whether or not they do business with our client, we still are delivering upon the event promise. The audience is walking away with something, whether or not they say yes and raise their hand, I want to move into the next level with you. It’s an experience that we end up creating and crafting.
Bobby: One of the things I wanted to ask you is, what is one thing that business owners or entrepreneurs, what is one thing you wish they understood about events and the things in your world? Something that would either make their own lives easier or make it easier to work with an event producer like you.
Shay: So when you are saying, okay, I’m going to do an event. And I’m going to sell a ticket to it. There’s more than just them saying yes to the event and buying the ticket. There’s this whole gap to then actually having them show up to the event.
So, we have to take a look at what is that journey. If you’re selling the ticket, let’s say, three months prior to your event versus one week prior to your event, what is it that we are doing to support them in what I call ACE. You have to continue to attract, connect, and enroll them. So you ACE a couple of times throughout the event journey. It’s not just like, I got a ticket sold. It’s like, well, yes, you did. Congratulations. That’s amazing. And now we have to get them to show up. And then we have to get them to come back. And then they have to stay for multiple days. And we have to move them into whatever the next step is , your call to action, right? So you’re ACE-ing a number of different times within the event itself and leading up to the event.
And if I can throw in one more, it’s looking at the post event. I have a client. I kid you not, Bobby, that ended up creating an additional million dollars in post event sales because we had a post event followup plan. It’s not just like, woohoo, the events done. Thanks, everybody. Peace. You have different buyers. You have different personalities. It takes time for people to make a decision and they need a little bit more handholding. Especially if if it’s really super, super high ticket or there’s a lot of moving parts. We want to make sure that we support everybody that is looking to move forward, but might just need a little extra time.
Bobby: Let’s dig in to that a little bit. What made the biggest difference for making that extra million dollars? Like you supported them after the event, but what does it actually look like?
Shay: So actually taking time pre event to plan out what is the post event plan. Not waiting until you’re exhausted at the end of the event going, wait, we didn’t quite hit our numbers, or I thought more people were going to sign up. We actually plan before the event, what is the plan post event? And what does that mean? What does that look like? Really comes down to what is your sales team? What is your capacity? How big is your team? What is the process that we were doing leading into the event? And then what does it need to look like after the event? Are you taking a day off and drooling on the couch, which I highly recommend you do for you and your team.
Because if we’re putting the mask on ourselves, we have to fill ourselves back up and serve from our overflow. One of my clients, Lisa Nichols, she loves saying that. Serve from your overflow. So what does that look like for you? Do you need one day? Do you need two days? Do you need to have a separate sales team support you? So that way when you’re drooling on the couch the day or two afterwards you have somebody else that’s supporting the audience in moving forward and being in that uncomfortable position where they’re like I want to step in but I don’t know but how does it look? How do I make it happen? I need the financing. I’m waiting for the financing to come in.
Bobby: I want to take a step back to one of the other things that you mentioned was this ACE framework.I totally agree with what you’re saying with events where you think it’s like other things, like you’re selling a product where you just need to make that one sale. But an event is a series of actions, a series of sales that you need to make. I love that you focus so much on, no, you really need to be continually selling on the next action that you want someone to take. They don’t just buy a ticket and then show up. It’s not some magical process. They need to then recommit to actually being there. And then again, recommit to coming to the next day. And then actually joining into that experience.
Shay: Yeah, absolutely. The biggest question I always get is, how do I fill my room? But the thing that they’re missing is how do I then, once I’ve filled my room, actually have them show up? And how do I keep them with us? And what is the stay rate? So we’re tracking the numbers with you during the event.
We’re putting things in place like, what is the welcome call? What is the script that you have your team reaching out to? It’s gonna feel like you’re reaching out a lot. But the thing is, just like social media, if you put up a post, not everybody’s going to see it. So you can actually take the same post and repost the same post multiple times throughout the year. Because not everybody’s going to see it. It’s just a snapshot in time.
Same thing goes for your email communication. So, we’re doing confirmation calls. We’re doing confirmation emails. We’re doing text. We’re doing welcome meetings before. So a kickoff call before the event, what to expect, what do you need to do to prepare. This is our suggestion. Get your snack tray ready because you’re going to be virtual with us for three days. Or if it’s in person and you need to get a passport or you need to get your hotel room or your flight before the block ends. Like what are all of the pieces. And sometimes people just need you to go: show up for an hour. Let me give you everything. Let me give you extra value. Let me give you a little bit extra coaching so that when you do show up for the full event, you’re fully prepared. You’re ready to take in the information.
Because remember, it’s not just about selling our offer. It’s also leaving them with that event promise.
Bobby: I love being so purposeful about what you want them to take away, whether or not they buy the end thing.
Shay: Yeah, it’s important. I mean, events are communities, right? This is a way that we can bring our community together. It’s why events are so extremely powerful and why you saw in the pandemic, they didn’t die. They just shifted and they just adjusted. You will never lose events. Sporting events, parties, business. We’re human beings that need to gather together. And so that is the power of events.
And on top of it, you’re the one hosting it. You’re the one that’s seen as the expert. You’re the one that’s going, hey, I have the answers. If you want the answers, come follow me. Let me share them with you. Let me shorten the time frame versus you trying to figure it out on your own. I figured it out.
That’s why they’re coming into your program is to pay for that accountability, that support. They’re looking to get there quicker and faster and not have to go through everything that you went through.
Bobby: That’s a really good way to think about it. So along those lines, a lot of the listeners are going to have their own high ticket program or some sort of high ticket offer. So I would love to just hear how you think about a situation. So let’s say someone has a high ticket offer that they want to sell from an event and they’re putting it together, they’re starting fresh. What are the biggest levers they need to be thinking about?
Shay: So when you’re creating the run of show, the agenda for your event, you’re creating this arc. You know where they’re at. You know where they want to go. And the gap is essentially what your program fills. We want to be able to give them super high level of what that gap is and what it takes to jump over that gap, go across it, build a bridge, whatever you want to say, to get there. This is what it’s going to take. Now you can go and do it on your own, or like I said earlier, you can come with us. Be held accountable, have that support and community, have those little things.
So, we want to make sure that when we’re crafting the run of show, we are supporting them in taking them on a journey. Their own hero’s journey, so to speak. Of how to get from where they are and the pain that they’re in, to out of the pain and where they want to be.
And so we end up supporting them in doing pieces of your offer. Let’s just say it’s six modules long. We will probably take a look at taking four of those modules and teaching on content pieces throughout the three days.
So when you look and you step back, you’re like, Oh, I get now how the pieces all flow together. But when you’re in it and you’re experiencing it, it feels like a natural fluid process. You’re like, okay, if I need to get speaking gigs in my own backyard, I need to know how to research them and I need to know what do I say on Google, and how do I reach out to somebody. And this is what my speaker one sheet looks like. And so on and so forth. We can tell you the pieces, but it’s the program that really supports, that they want to move forward with. They can go and do it on their own, absolutely. And we know a percentage will. But we also know a percentage are like, Bobby, I just need you to handle this for me. Will you just walk me through it? I’m willing to pay you to help me go through it so I don’t screw this up.
Bobby: Which seems like a much better way to run an event, a much more fun way. You’re going to take them on a journey. They’re going to go on this experience with me. But as you get into putting an event together, does the length of that gap determine how long the event should be? How expansive the program is? How do you determine like the length?
Shay: The length, it’s mainly determined by the offer and the offer price point. So if you’ve got something that is 5K and under you can look at utilizing a one day sales and enrollment event or a conversion event. If it’s something over 5K and definitely over 10K you’re going to want to take a look at a three day event. You just need more time to support them in building community and connection. And getting the foundations and getting the mindset and understanding what’s all entailed.
Because if you’ve got something that’s over 10K it’s also probably a six month or year long program. Like here, let me tell you everything you need to know in 90 minutes. It’s just not going to work. They’re going to be like, it’s not computing in my brain. People need to digest it. There’s different learning patterns. There’s different learning styles. There’s different ways people buy and sell. So you have to, again, take them on this journey.
And when you really dive into the run of show, you might be like, oh, but I’m doing it like nine to five. Well, if it’s an in person event, you probably have at least an hour for lunch,. And then depending on the size of the in person event for that one day, let’s just say you’ve got 30 minute breaks. So you’ll have session one, a break. Session 2, lunch. Session 3, a break. Session 4, wrapping and closing. So you’ve already lost 2 hours out of your day just for breaks and lunches. Within each session, you’ve got announcements, you’ve got Q& A, you’ve got experiential. It’s not just you talking at them.
So really if you look at it in a 90 minute block, you’re probably teaching 20 to 40 minutes, depending on what your experiential pieces are that you’re adding in. Q&A, breakout session rooms, mics, all of that. So that’s why in the end, I really only had half the time to really teach something out of that entire day. That’s why it makes sense to do a three day event and go straight into my high ticket offer. Versus trying to condense it all into one day.
Bobby: I know a lot of people listening to this are the type of people who want to just love on their audience, love on the people there, give them everything. And I’m sure you’ve had that with clients where they want to just give as much value as possible. But the reality is, you don’t want to overwhelm people. And people are so easily overwhelmed with information. How do you help clients figure out the right amount to teach and what to take back?
Shay: I’m pulling a lot of content out. So I was just with a client. We ended up going up to Calgary in Canada to one of the studios that I have up there,. And he’s got all of these different pieces that he can put together. If you were to think of it like a Lego set. He’s got a thousand Lego content pieces and stories and videos and exercises and he’s like, what about this? And this is really good. And how about this? And I’m like, I’m overwhelmed just listening to the amount of content that you have. We need to be strategic about this. And give them the super high level. The boundaries, so to speak. And then give them actionable things within it. And then, that’s what you do in all of your fulfillment. That’s what you do during your program. That’s when you can love on them even more.
So I’ll have clients that’ll do a three day sales and enrollment event. And then have three separate fulfillment events where they’re fulfilling upon the promise of the program. So they can go deep into the mindset. Or they can go deep into the sales. Or they can go deep into whatever your topics are. And use all those Lego pieces and all those amazing things that really get your clients results. But in three days, we can only do so much. And so we want to pick the biggest rocks, so to speak. And put that into the event. To go, okay, I understand how the bridge works. And I can do the bridge on my own, or I can ask you for support.
Bobby: I love the mental frame of building a bridge.
Shay: Yeah, because that’s why your attendees are showing up. They don’t know how to traverse the chasm. They know what they want, they know where they’re at. Probably played a number of different ways to try and get through it. But it’s like the Grand Canyon. And you know how to get across the Grand Canyon. Cool. Show me the blueprint. And then, if it’s a good fit, they’ll move with you.
Bobby: So I’m more focused on the digital marketing side. And on the event side, it’s mostly webinars, usually evergreen. But when I’ve talked to clients who share their experience about hosting live events,one of the struggles they mentioned is how they are able to get people to that event. But when enrollment was low, a lot of the times they would attribute that to getting the wrong people in the room. So could you take me through how you would diagnose something like that, where registration was okay, but enrollment was low. Is it a matter of having the wrong people in the room, a poorly structured event, the wrong offer?
Shay: It could be a couple of different things. It could be the wrong offer. It could be the wrong audience and it could be the wrong structure. So what we call a ticket map. How are you filling the room? Are you going into the audiences that have your ideal audience in it? That’s probably the first place we would take a look. Because, of course, your offer wouldn’t land if it’s somebody who’s in phase one in their business and you’re teaching them a phase four opportunity. They’re going to go, I, what? It’s like Greek to them. They don’t understand it. So that could be the issue. It could be in where are these people coming from? Who are their audiences? Is it your ideal audience?
Then it would be taking a look at the run of show. Did we just throw random things at them? Did we create an arc? Did we create an experience? Did we give them opportunities to network and connect within the event itself? Did we give them a voice? Especially on a virtual live event, they have to be a part of the experience. Just like when you’re in person, you’re a part of the experience. So are we giving them opportunities or are we just talking at them? And it’s now just information overload.
Then we’re taking a look at the offer. It also kind of plays into the run of show and the agenda. Are we giving them an appetizer? We’re like, okay, I get it. I’m ingesting. I’m getting some wins. Like this tastes really good. Let’s keep going. Or have you given them everything. And they go, I need to just go and implement what you just taught me and then come back to you. You will hear that. And if that’s the case, that’s a clue of what we need to tweak and adjust. Because you just gave them so much that they go, I’m so full. I can’t think to do anything else. So let me just sit back and go through what you’ve already given me. And we all know that they’re not going to. They’re just so overwhelmed. So those would be the three things that I would take a look at.
Bobby: I love the two things you said right there.You’re either giving them too much to implement. The other one that was really interesting is when you are just teaching too much. You’re not even just giving them things to implement. You’re just teaching too much, filling their head too much. And that makes a lot of sense because I know coaches and experts who’ve done that, who’d love to teach and give so much out. The problem is they’re not going to enroll in your high ticket program because I don’t want more of this. This is a lot. Oh my gosh. Is what your program was like?
Shay: Yeah, and that’s a great way to take a look at it, too. Is this is what it looks like to continue doing work with you?
When we’re creating dashboards for virtual live events, that’s the equivalent of them coming in and registration. If we’re in person, are we opening and closing the door? Are we doing an extra concierge feel? Are we really loving on them and supporting them? Are we going above and beyond? Because they’re going, this is how I’m going to be treated going forward. It’s that introduction. It’s that appetizer. It’s like, hey, let’s date and see if we’re a good fit to continue to have another date.
Bobby: Yeah. And that makes a lot of sense with what you said about the post event experience too. If you just forget about them, then they’re also thinking, well, once I buy, are you going to forget about me? That’s a lot of time for someone to take out of their life to spend with you.
Shay: Exactly. And then how do you engage with the ones that did say yes? Are we celebrating them? There’s a couple of nuances of why we do that on day three. Whether it be a lunch or an evening celebration for them. Do we celebrate them during the event as well to make people feel seen and heard? It’s important. It’s just like somebody’s name is one of the sweetest things that they can hear. People want to be celebrated. They want to be acknowledged. If they’re somebody that’s just at home and works from home and does all of their business from home, they may not see a whole lot of people and they’re craving that community and that connection and to be seen. So how can you add that into the experience not only of the event, but what it is that you’re doing and your fulfillment going forward.
Bobby: Yeah, so many times those things are tied together. How you sell is how you should fulfill.
Shay: And then I even have a client that’s like, how you buy is how you sell. So that’s also another nuance to take a look at. If you’re somebody that is quick to make buying decisions, then you’re probably somebody that’s like, let’s go. Versus if you’re somebody that I need to sit with it a little bit or how does this feel or will this make sense and what it is I’m doing right now, then you probably sell the same way. And the objections that you end up giving are also the objections that you end up getting a lot of. So that’s the meta piece of it. The train the trainer opportunities when you’re going to these events is like, oh, this is how I buy. When it hits, this is how it happens. This is how I’m selling as well.
Bobby: I’ve learned, I think it was from Ryan Levesque. We talked about the four buyer types. If you’re a quick starter. And then when it was methodical, way different in terms of buying.
Shay: Way different. And so in the event, we need to speak to all of those different personalities. If you’re somebody that’s a quick buy, and then you’re somebody that needs to think about it. Or you need to run the numbers. Or you just need to talk to somebody. Do we have a coaching zone available that you can go and talk to somebody? Do we have the numbers?
So that’s why we have the offer. And then what we call the repitch on day three. It goes a little bit more into the details and the technical side of things for the people that need the technical side. The first opportunity is like great for all of my buyers that are like, yep, that’s me. Let’s go. Buy. And then we come back and we reintroduce it and we go, okay, I know there’s a lot of questions that came up for people. These are the questions I’m hearing. This is the technical side. And then the technical buyers are like, Okay, yeah, that makes sense. I feel that. So we’re hitting on all of them, all of the learning styles.
We’re also bringing in all of the senses, too. We’re bringing in audiovisual. If you’re sending out a swag bag, you can send out like a little essential oil. You’re like, okay, take some of the oil, rub it on your hands, go ahead and inhale, right? So we’re including the senses. You can make it super experiential even at home in a virtual live event. But the thing is, whether it’s in person or it’s virtual, it’s still live. It’s not evergreen. And that’s one of the biggest differences.
Bobby: That makes so much sense. Take advantage of all the aspects of what you’re doing. If you’re putting all the extra effort into the live experience, then take full advantage. I love using all five senses. I love thinking about it from the perspective of the different types of buyers. Are there other things that you need to be thinking about in terms of the overall audience that you have in an event?
Shay: Yeah, I mean you’ve got introverts versus extroverts. You have the ones that are always wanting to raise their hand. You have the ones that never want to go into a breakout session. But they’re wanting to put things in chat. Or they’re wanting to download the workbook off of the dashboard. Or want to physically hold things. We want to see how we can include everybody into our space, because their pain is still the same. How they go through it might be a little bit different than you as the event host. Right?
So I’ve got clients that are like, I’m the kind of buyer and seller that’s just like, let’s go buy. And they’re like, why are they not buying? And I was like, well, one, if you take a look at your audience and where you had your audience come in from. You did a joint venture trade with somebody who doesn’t buy the same way you do. And doesn’t attract the same type of buyers. They take a little bit more time. And she’s like, oh, that makes sense. So in order to do that, we need to just tweak and adjust to support these people. And so, yes, we craft the run of show. We craft everything. We plan as much as we possibly can. But in the end, it’s a live show. Who’s showing up in the room? We’re going to tweak and adjust it. I have it line by line, minute by minute what it is that we’re doing. And I’m changing that document real time to know if we’re 30 minutes late or if we’re early. Or if we need to adjust things or we need to include something, if we need to scrap something based on how the room is showing up. And what they’re leaning into. Because you don’t know until you’re actually in it.
And that’s the piece that I think is also really exciting about what it is that we do, is because we know that it is a living, breathing entity all its own. And even if you do an event, the same event every single year, it’s going to be different every single year.
Bobby: I think as a first time event host, I would want the structure and I would say the crutch of a set in stone event. This is what we’re doing. But it’s interesting to hear you say, to have that flexibility is so important. To roll with everything that you’re experiencing and seeing what the audience is and how they’re reacting things and being able to adapt.
Shay: How they’re leaning in, how they’re not leaning in. We take room counts. We go, okay, this section people loved and so many people showed up. This section, we kind of lost people. Why did we lose people? What was said? And we’re recording everything so we can go back and double check what happened in here. Or maybe it had nothing to do with the event itself, but it was just happening to do with what’s happening in the world. And that would adjust what’s happening as well. When you’ve got an election year versus if you’ve got environmental things happening or whatever. That plays into your event as well. So we look at it all. It’s a holistic approach to it.
Bobby: What is the cadence that you have when you’re examining those things? I’m assuming you can’t be doing all the time. How often are you meeting throughout the day to adjust?
Shay: Well, my team of certified event producers, if it’s me or it’s one of my team members running and producing it, we are in constant communication with the event host. So, if it is a virtual live event and we’re in a studio, then we’re in the studio with the event host.
One, so we can also be the liaison with the AV team and what they need and moving them forward. We’re in communication with the host of what we’re seeing and what’s happening. We’re also in communication with the team as a whole, their team, our team, sponsors, all of it. So we’re the hub of information. It all comes into us.
We don’t allow the team to talk to the event host. The event host has to stay in their lane. They have to be focused on what is happening in the room to connect with the audience. A lot of my event hosts have downloads where they go, Okay, I know we were going to do this. But I’m seeing you all asleep at the moment, so this is what we’re doing instead, right? They’re tweaking and adjusting live real time. And we’re playing with them to go, okay, great, we’re moving this around. We can play this, like, yin and yang with our event host, which I think is really important. Becausea lot of my event hosts who are great visionaries, but don’t necessarily understand the structure and how it needs to come out. We can play with them and they can go, this is what I want to do. This is what I expect. This is what I’m seeing. And we go, okay, great. Give us just a moment. Stall a little bit and then we will have this up for you. Let us pull that video. Let us put that on the dashboard. Let’s tweak and adjust it. We’ll change things on the break and we’ll have constant conversations.
So we are that hub so that you can stay in your zone of genius and we help move all the other moving parts. So that’s one piece of it. Tell me the other part of your question. The cadence?
Bobby: Yeah, how often are you reviewing footage or reviewing the moments and how things are adjusting in real time?
Shay: We’re not necessarily reviewing the footage during the event. The event is live, we’re running with it live. I have some of my event hosts that would be like, Hey, Shay in a minute, I want to go ahead and actually do X, Y, and Z but do it as a part of the event.
A lot of people like to see that you’re just human, and you’re talking to your team. And how you communicate with your team. And this is happening real time. It doesn’t have to be extremely polished. And so this is part of the dating process of somebody going, Ooh, I love how she’s real time. Or I love how he’s going with the flow. Or how he interacts with his team. That’s what I want to do. That’s what I want to be a part of. So they’re looking at it from that perspective too.
So don’t be afraid if it’s not super polished. We’re in the moment. And then post event when we do that recap, it’s like, what worked, what didn’t, how do we make it better, for all aspects. Pre event, during, post, print and product design, the offer, the sales team, AV team, all of it, we’re diving into. And then we tweak it and make it better for the next event.
Bobby: I love that feeling of relief of you don’t have to have it perfect.
Mistakes are even better in some ways. It’s kind of like when you’re dating. I haven’t dated in a long time, but it was like, how do they treat the waiter? How do they treat the person who cannot give them anything?You want to see that person talking to the team because once you give them your money, they no longer can get anything from you. That’s how they’re going to really be. So if you can see them in a real environment, who they really are, that go such a long way to making that sale, to making that connection.
Shay: Yeah. And especially if that’s somebody that you want to be somewhat like,. Or you want to incorporate what they do in their business into your business. And you’re looking for what a model would be. I mean, it’s business. Business is a rollercoaster. You don’t always get everything right in business. And, you know, I’ve had to, quote unquote, eat crow. And fess up for screwing up. And taking hits when maybe it wasn’t totally all of my fault. But, you know what, let me go ahead and take that and move forward because, that’s what needs to happen in order to move forward with the relationship. And you want to see what that looks like. Because unfortunately, not everybody out there, who they are in front of the camera, when it’s all nice and shiny, is who they are behind the scenes. And I want to work with the ones that are real. That are who they are on stage is who they are off stage. And they become dear friends of mine.
Like, I’m super excited that one of my clients that’s in Ireland, Who’s come over here to the States to do her events the past couple of years. Now wants to do an in person in Ireland. And she’s like, I want you, I want this specific team member of yours to come with me because I love you guys. That’s what you want, especially for your super high ticket clients. I mean, you’re in a relationship with them, so to speak. You want to like them.
Bobby: Absolutely. Yeah, if I think back to the high ticket things that I’ve bought. They were as much because they were really good at what they didas because I really liked that person and wanted to be like that person in some ways.
Shay: Yeah, absolutely. So fun, right?
Bobby: Yeah, it really is. Okay. So events. Obviously the number one thing you can do is hire you to take the stress off and the work off your plate. So other than that, though, I do want to give listeners a sigh of relief if they’re not quite at the stage to hire you. There’s so many things to think about and do with the event before, during and after to make it a success. But I’m wondering if we could flip it a little bit. What are the things that you see your event clients focus on, before the event, during or after that they don’t need to. Or maybe they need to put less focus on it. What can they get off their plate and get off their minds?
Shay: Yeah, yeah I see two kinds of clients out there. The ones that want to control everything, and are in everything. And they should not be in everything. And they should stay in their lane and do what they do best. And let their team that they’ve hired, even just in business in general, to do what it is that you’ve hired them to do. I’ve seen that.
And then I also see the opposite side, where they’re not involved at all. And expect their team to do everything that they possibly could experience in the role that they’re in. And then you end up having these silos happening. And all of the teams aren’t talking to one another. So if you happen to have an ops manager, somebody that is that second in command to you, they come and report to you and go, this is what’s happening with the team. And this is what they’re doing. This is what they’re not doing. So that you don’t have to control everything. And you’re not completely removed and not knowing what’s happening and everybody’s in their own silos and then doing more work than they probably should be or things are really disjointed.
What I see happen in events is: You’ll have the marketing team doing their thing. You’ve got the sales team doing their thing. You’ve got the event team doing their thing. And then there’s like no through line. It’s like, eh, eh, eh, eh, eh, and it just becomes really crunchy. And it doesn’t land properly because not everybody’s on the same page.
So that would be my suggestion. Make sure that not only do you have it in your business, and you have that balance between what the roles are, what your team’s doing, what you’re doing versus controlling it all or being completely not a part of any yet.
Bobby: Yeah, I love what you’re saying about having that balance because you don’t want to have this event be this silo thing off to the side. If you really want to have this cohesive experience that you provide your clients, you don’t want these two heads not talking to each other.
Shay: Yeah. And that’s the reason why, when we go back to the beginning of that intake and the process of the client customer journey with me, I’m looking at the overall big picture. Because, especially sales and enrollment events, they fit into your business plan. They fit into your profit plan. You will do webinars. You will do masterclasses. You might do summits. You might do challenges. Those all lead into, let’s say, selling of tickets for your big three day. How does that fit into your overall business plan and your overall marketing plan? It touches everything.
And the ones that are going. I just want to do an event. That sounds fun. My coach says I should do one. It’s like, yes, and you definitely deserve to do one. But how does it fit into your overall goal? And so we’ve actually been doing a lot more consulting with our clients to look at the bigger picture of how all of these pieces play together. And getting into the business side of it with them and going, okay, this is the game plan for the year. And this is how all of these things talk to one another. And this is the event you need to use. Because when you’re doing a summit, you’re doing a summit for a lead gen opportunity. You’re not doing it for an enrollment opportunity. You’re not selling high ticket from your summit. When you’re doing a masterclass, you could be doing that as lead gen. You could be doing it as selling into strategy sessions.
There’s a purpose and intention to the different types of events you’re utilizing. But you need to strategically put them in your business. So it actually makes sense and flows.
Bobby: Yeah. I love that, being strategic. How does everything fit together like puzzle pieces? You shouldn’t have this weird effort that leads to nothing and isn’t connected to anything. You’re just doing it to do it.
Shay: Right. Because, oh, that’s the trend right now. That’s when you also end up seeing people go, Oh, I should be doing challenges right now. Yes. All the time. And, you know, you’re like, why? Why? Why? It makes no sense for your business to do one. You’re going to spend time, energy, and effort on something that’s going to fail. Because that’s not where you’re at in your business. That makes no sense, right?
You see people out there, they do this one day event and it’s like amazing and big and huge. And then they give everything away. And then all of a sudden I hear all these people going. Oh, are we supposed to just give everything away? I’m like, no, look at his business plan. The reason he’s giving everything away is because his clients need to be at a certain level. So it makes sense to give you everything.
Bobby: I know who you’re talking about.
Shay: To get you to that level, right? But if you don’t look at it from that perspective, you’re like, oh, that’s the trend. And he had huge results. That’s what I should be doing. No, look at your business and where you’re at and what level of business and what events you should be utilizing to support that level of business.
Bobby: Oh, it’s so funny you brought that example up.
Shay: Yeah. I mean, what he did was brilliant. And fits into his business plan. It’s perfect. Yep. Brilliant for him. Absolutely love it. I was like, yes, come on. But it’s not right for somebody that is six figures, seven figures. That doesn’t work. It doesn’t fit into what it is you’re doing. Yeah, that’s a really good example. Thank you for sharing. It’s so true. Really be purposeful about how it fits into your overall strategy. So I know there are a ton of things with events. And I know, like me, when you consult with people, it’s like, it depends. But are there any things that you’ve seen recently where certain things definitely don’t work? Are there any things where it’s like, definitely don’t try this attraction approach to get ticket sales. Or don’t try this type of event. It’s not working as well anymore. Yeah, it does depend, right? It depends on your market, your business. There are businesses that should not do summits, that should not do podcasts, that should not do challenges. There’s other businesses that thrive on it. So where does your audience hang out? Facebook versus Instagram versus LinkedIn.
You have to take a look at the big picture, right? You also have people that are like, I’m newer to business. I’m six figures trying to crack into multiple six. My thought is, you definitely want to be doing your own stages by that time. You probably have some team that you’re able to pay and compensate because you have proof of concept. You have clients. You have a high ticket offer that’s proven.That’s all locked in and you’ve built that foundation. And now you’re wanting to do your own stages.
So before you were probably speaking on other people’s stages a lot more and being in summits. Or being a part of a joint venture or somebody else’s Facebook Live or whatever. Now you’re looking to move into your own stages. But start with the masterclasses, start with webinars. Start with doing it within the fulfillment of your events so you get your feet wet. You get more of that foundation.
And then once you start moving into what I call Level 4 and Level 5, which is scale and leveraging of events. And you’re bringing in a consistent 15, 20K a month. Then you’re looking at a one day,. Then you’re looking at a three day. Because you can pay your team. You can pay to hire somebody like myself to come in. We can actually set it up structurally for you so you don’t lose your shirt.
I mean, I’ve turned people away when I’m doing a strategy call going, you’re not ready. Don’t do it. I’m not allowing you to hire me! Don’t do it. This is what you need to do right now, and then come back to me. And they go, oh my god, thank you so much. Cause it’s not gonna win for you or me, or the audience.
Bobby: Well I know we’ve just touched the tip of the iceberg here. So if people want to learn more, where can they get more from you?
Shay: Yeah, absolutely. So we are on all of the social medias either under Shay Wheat or Grace and Ease Productions. But as I was saying earlier one of the biggest things is, how do you increase your audience? How do you attract the right audience? And so, I’m in the process of creating these power plays. And the first power play that I started with is increasing your audience. And so if your audience here goes to high profit events with an s dot com, the first power play is how to increase your audience. And that is how to sell more tickets, how to increase your show up rate. There’s an attendee and sales tracker document in there. And there’s also a simple ticket map to get you started. So again, just go to highprofitevents. com to download that. And then there’s three other power plays to support you in growing your business through events.
Bobby: That’s awesome. That’s going to be super helpful for people. And then any final notes you want to leave with our listeners.
Shay: I would say that if you’re not currently utilizing events and you are in the multiple six and seven figures, you deserve to be. This is the best way that people scale and leverage their business. They go from those one on one calls to the one to many. Events are the best way to do that. On top of it, it also allows you to be an expert in your industry.
I’ve had clients that have started to do their own events. They were being seen as somebody that is now an expert in that field. And they were invited to be on Tony Robbins stage to speak. They ended up getting a part of Netflix’s Sex, Love, and Goop. Events elevate you in the marketplace. So if you’re not currently utilizing in your business, then I say now is the time because your audience is looking for you and how dare we not show up for them.