Hosting Live Client & Student Interviews that Sell Your Offers

okay so welcome to this February training where we're talking about hosting live client and student or customer interviews that are going to sell your offers this is one I'm really really really excited about because this is one of the uh live videos that for me personally do the best meaning like the most people show up live to them the most sales I see from them and I just absolutely love this type of video So today we're going to talk in depth on like the whole framework that I use when I'm inviting my clients or my

students to interview and like what the whole process looks like so first question to yall though have you done this before have you guys either in a live interview or maybe you've just interviewed like some of your clients and students before have you done that before um you can just give me like a yes or no in the chat um curious to see where you're at um it's cool if not whatever level you're at is fine if you don't know exactly what I mean when I say like client student customer interview essentially it's where you're

like inviting your top client students customers to come on live for your audience you can do this pre-recorded if you're more comfortable and then stream it live if you want um and we'll also talk about some other formats for you know how to leverage these interviews after but you're basically inviting these top performers on and it's giving your audience the opportunity to see you in action and to see you in action number one with the people that you are working with every day every week every month like what's your Rapport like um what would it

be like to actually like be able to hang around with you uh all the time and be in your ecosystem on that deeper level um so I think it's so important for people to be able to see you uh kind of in that way and part of like when I was kind of developing in like this framework you know I've done a lot of these I've done tons of these for my own clients and students now but I've also been someone who has been the case study for other like coaches or business owners where I've

used like their product or service and gotten a really good result and some of them are excellent interviewers some of them not so much so like some of these also are like learnings from like legit like being the the case study as well let me know if you guys have done that too like if you guys have been case studies for other people but before we dive into the actual like framework because we're going to go deep today into like who to invite and topics and questions and how to prep and how to leverage this

stuff we are going to just talk about like why this stuff is so so important and it might seem like maybe obvious why it's important like you know social proof like we know it's important to have social proof but I want to go like a SE deeper with you guys today about really why this is so important so a lot of times what I hear from my students the most common objections that people have are this is just not myud it's just any industry like people have issues with money time support and all those all

those lovely things but here's the thing if your audience has certainty certainty being psychological safety and we'll talk about more about what that means in a second if your audience has certainty that they are going to get a result if they opt into your product service whatever then they are going to move forward and buy so certainty being psychological safety meaning I have enough concrete evidence whether it be like enough emotional um like I'm emotional comfortable or whether it's like I've seen the physical hard data like some people go by like hard data other people

go by you know feeling emotionally comfortable like or some people a little bit of a mix of the two you have to give you have to fill those buckets of certainty and then it's going to create that psychological safety where they're like okay it's it's okay for me to go ahead and make this decision so to break down certainty even more and this is something that these are not my exact words I actually learned this how this is broken down specifically and they just said it so well from a conference that I went to in

Phoenix last year with Laurel portier who's my favorite ads person and Nick Peterson and this is basically how they broke down what certainty is so for someone to move forward and buy there's three things certainty is that your your potential buyer knows that your product are service is legit meaning it can get a result it can get the desired outcome or result right that's the first thing that's the first thing that you've got to be able to do for people so for those of you guys who are in the video skills app now you have

got you you have to have some sort of certainty that this membership can get a result right second your your prospect or your potential buyer needs to have certainty that the program the product the service is specifically tailored for their unique set of circumstances so for you guys in the video skills lab okay you're certain that you can get a result you learned video but what if I haven't actually created my course yet is this still going to get me a result or what if I actually am in e-commerce is this still the right thing

for me so there's unique circumstances is within each thing that that you have to be able to satisfy right so now you have to say Okay my thing can get a result and it also can get a result for your unique circumstances and needs lastly you have to also be able to provide certainty that the the buyer your your lead is is going to trust themselves to take action so for example you have to trust that you're going to show up you're going to look in the membership portal and that you're going to show up

to coaching calls or you're going to show up in the community and that you're going to take an action it's not just going to be another membership that you're paying for every single month and you know you forget about canceling it so those those are the three kind of things that you have to meet and it is our responsibility as content creators to make sure that in our interviews in our really in all of our video content we are helping satisfy these three criteria so when we do these live interviews with our client students customers

whoever right we're satisfying the first criteria here certainty that your product or service is is is going to get a result right can can help this person get a result right so you have someone who is coming on and basically going to Rave about what kind of result they got using whatever strategies right so that satisfies the first one second one if you have an interview happening with a coach let's say one of your clients is a coach that just launched her first course and made a bunch of money I I don't know and most

of your audiences coaches right and this coach that you're interviewing is someone who had never made a dollar before she joined right now you're saying okay this interview is specifically for no people who have never made money in business who didn't even have a course before they joined and they they'd never done anything on social media before so anyone who matches those set of circumstances in your audience is now going to be touched on another level where they're like not only is this product the right fit but it also satisfies it also lets me know

that okay there are other people just like me that are using this and that is so so important where I don't think we always realize how important it is to show that like the examples we give with our social proof need to give people that moment where they're like oh okay this person is just like me it has the same set of circumstances and constraints that I do okay cool makes sense so far and then the last the last piece to this is again certainty that they trust themselves so this is where in your interviews

we should be talking with our clients and and students about like how easy it was to take action and how they're using our stuff in uh daily life and what bad beliefs they had going into this beforehand that have now shifted and things like that so basically addressing um some of those things that are keeping people stuck and preventing them from taking action and again we're going to talk more about like questions and things like that but what what I really want to kind of bust here is that for most objections like money time support

they are actually most of the time value based objections meaning that you have not satisfied these three criteria and I know that I'm not saying for everyone like I'm not saying that if you have a $30,000 something or whatever money isn't a thing like yes money money is a thing but if you're like I have so many students who I've met when we first meet at the beginning are selling something for like $9 and I'm like yeah everybody just like money it's just bad time recession like you don't have $9 like that's not if you

have a if your audience has a deep a deeply rooted problem that is keeping them awake at night $9 is not it is not a do you know what I mean so I'm not saying 100% of the time but most of the time these things are value based objections and and the way you know these things are value based objections is by asking on sales calls or in emails this question and this is something that you guys know I used to be in Fitness I've literally done thousands of sales calls in Fitness right we were

like the top sales team like in in Fitness when I was in Boston and I've done hundreds in in my last two businesses and I always always ask this question whenever someone is on the fence right so maybe you go through a whole sales process with someone whether it's you know a sales call we'll go with the sales call case but you could also send this through email right where you go through this whole thing and you're like and the person's like yeah I'm really interested but you know money money is the issue and you're

like okay um if money wasn't a factor would this program this membership be 100% the right fit if money was not the issue at all and then listen to what they have to say so the people who are like 100% I want to I want to make this work I really wish I could do this then you're like okay cool can I float some do is it do I have your permission to float some other options by you because I have payment plans I have like just different options that I can offer for my students

but I only want to offer it if if it's 100% the right fit and then if they're like oh yeah let's do that let's figure out a way to make it work on the flip side a lot of the time my students who have to ask this question they're like well I don't know if it starts other objections start to come out where you're like if money wasn't a factor would it be the right fit and they're like well maybe but I don't know if I have time I don't know if I have this and

it's like it's really something went wrong in the process meaning the product wasn't the right fit or they didn't connect with you or something just went wrong in the process right so sure sometimes there's legit objections most of the time they are value based and it's because we have not met these three criteria or people and again it's our responsibility through our content to to be able to do this and why I said to you guys at the beginning that these interviews sell the best for me because I can scream from the rooftops how amazing

something is but having someone who meets all these three things for someone literally them saying it and not me is the best way for the sales to just come in because you know you're you're basically you don't even have to do the work besides the work of of bringing the person on you want this client student doing that heavy lifting for you okay so that that was a lot in a short amount of time how are we doing so far is this all making sense to you guys is this is this clicking do we have

questions okay I would seriously write like for me like I would write this down like this is gold like when I've always had this idea thought process around it but when this was articulated in this way I was like this makes so much sense just have these three things like this and I think it's a really big switch from you know I just have a bad I just have bad leads like how many times you hear people saying oh well my leads are just really bad instead of my leads are really bad it should be

okay did I hit all three criteria that give gives people and empowers them to feel like it's the right service I'm going to be able to help them with their specific needs and they're going to trust themselves to show up and that's a really big like switch psychologically okay all right let's keep going okay let's talk um cool cat saying I like those I love it all right let's talk who the best people are to invite because sometimes it can be like maybe you're maybe you're not sure um but we want to like invite like

your top performing people and specifically you want to like strike while the iron is hot you want to make sure that you're interviewing them like while they are doing the work or very close to like after they have finished it where they're still in it it's hard to interview someone about something they use used maybe they're hopefully they're still using it but like ideally right when they started to learn something or or or they started to get a result around something because I think that's usually one of the best times that people are able to

articulate really really well what they're doing like if you have six months passed by sometimes we forget a little bit about the process and like there's not as much excitement for it so I like to ideally get people when things are like they are really learning they're they're starting to get those results and they're they're excited about it so for example I I think it's the next interview it's in two weeks I think I am doing an interview with one of my clients my private clients Wendy I think she's in this membership too and over

the last few months we've essentially built out she she was only working onetoone with clients but we built out her entire framework into a group program and have taken that group program and we're going to to be selling the first round of that group program in a video challenge that she's hosting so we've built out the entire challenge we've built out this amazing VIP experience we've built out it's such a great challenge she's uh she's like all about dating and relationships you guys will see the I'll email out about the interview but she is just

about to launch this challenge so what we're going to do is talk about the process of going from only serving people Ono one to now changing this format she's still going to work one to one with people but taking her Brilliance and putting it into a group format and and showing her basically how to launch this group program with this video challenge right so what I like about this is you know it's very very strategy based and part of why I invited her because she's an action taker um she's one of my current people that's

super super important important you want to have people that are as current as possible um obviously you want to have people who are like raving about what you do and you want to have people ideally that are like articulate and knowledgeable about your process right and and you can always like help people along the way like through these interviews if like there's missing gaps but ideally like you know sometimes like who the people are that are just like on the money they're great speakers and they'll do a really really good job um I see Jen

saying wow that's so exciting yeah I'm really really excited I think you guys are going to really like this interview it's going to be a really good one I think okay those are the best people let me know if you guys have questions on who to invite or or anything I've said yet but let's talk about like topics for this oops so best topics just like with the the the live video script that I teach you guys you want to make sure that you have one clear Focus one clear thing that you're focusing on so

when I just talked about that interview with Wendy I'm like okay how she went from a onetoone business that was kind of burning her out a little bit to learning how to launch a group program using a video challenge right that's really really specific a really bad way to phrase this that interview would be um how my client Wendy uh has added that's actually not a bad one either uh it would just be like how my client Wendy launched a group program not a it's actually not it's it's not great but it's not terrible the

point is is there's a before and there's an after so it's something like this how insert name did insert results and went from X pain to Y desire or something like that so we want to be really really like specific and we want to make sure that these conversations are result not just result driven so when I say result driven I mean where we get on and we only talk about how much money she made and we only talk about how many people showed up and we only talk about um you know why the why

working with me was so great like people want to like how did you actually start to do what you did right so we're we're going to talk about like okay how did we come up with the idea for this challenge like what were the challenges in choosing the topic around it what were the tech challenges that she had through this um what what systems is she using to bring this to life how is she planning to actually monetize this like like we're going to actually talk through like the strategy behind this and the again I

think the worst interviews are the ones that are just about result versus process or just about how great you are like I I've also had interviews that I've done with my clients who are like they'll which I I feel really flattered by and I'm always so thankful for where they they'll they'll start raving about me or the the program or whatever and I'm like okay that is so sweet that's so nice but I need us to actually like stay process oriented too because like we're going to lose people because like they don't want to just

hear the whole time you talking about how amazing it is and again that's the kind of person you want but you also want to make sure that you're like treating this like people are you want to make sure your goal going into this is that people are leaving with an aha moment or a li bul moment and that after they watch this interview they're going to change or shift or transform in some small way from listening to this interview not just knowing okay someone thinks Alex is great like it's so much more than that okay

cool good so far and I think when you're thinking about what that clear takeaway is again it could be about strategy it could be mindset it could be on the execution it could be on myths pitfalls there's so much stuff that you could cover with your students from these okay so questions I like to ask are things number one I always like to paint a picture of the before and after so typically I will introduce and say okay here's how we met I'll say Okay Wendy and I met during this event and here's how we

connected um and you know she was in a situation where X Y and Z was going on and then I'll turn it over to her well be like can you describe a little bit about like what was life like before we met how is business before we met and what's shifted for you now what what's the before and after so at a high level we're like okay what's the before and after and then we're going to go into the process but people need a taste of like what they can look forward to because you don't

want to sit there and listen to like process and strategy if you don't ultimately know like what does this process and strategy yield right like what result do we get so um after we do that before and after and we talk a little bit about that and we brag a little bit about their wins too put wins um this is after this where we like to put three to five questions related to their strategy or takeways or process right so I gave a few examples earlier with this uh this interview that I'm doing where one

of the strategy questions will be um you know what was what was the hardest part about choosing a topic like why did we choose this topic why did we even decide on a video challenge in the first place like why was this thing the right fit to launch your uh group program um how are we planning on monetizing the uh the challenge and and the group program what um what went into the content creation what does the daily stuff look like so basically things like that that we want to focus on and pick things you

know your audience is going to you know be interested in and excited about people can if you're doing this live people can also ask questions the next thing we want to have is some objection based questions too where we can say something like I could say something like you know a lot of people don't want to run challenges because there's so much work and they are a lot of work it like it's been taking us it takes we've been working for the last three four months on we worked we worked a lot on this group

program together and now for the last two or three months we've been putting together this Challenge and getting her audience ready and like most people don't want to do that work so like why why are you doing this work right like why has this been the right fit for your business so that's like a really big objection based question right after that you want to ask the hop over the fence question and this is where you know yes we're talking strategy and we're talking process but you're making it very clear that this person is a

client or student or customer and by the end of this is this is a really good interview people should be like you know how do I do this thing like how do how do I get into this thing or how do I buy this thing so the hop over the fence question is basically you know if there's people that are you know on the edge of joining oh this program or thinking about joining the membership or thinking about buying this thing what would be your advice to them so now again you don't have to do

any of the selling your your client's going to do all that for you and this is after you built so much like Equity like value Equity cuz they just just given so much value to the audience that like now they're going to be more receptive if you ask this question at the beginning of the interview yeah like they're not going to be as open to hearing the answer to this hop with the fence question and then to wrap this up usually I like to just have the audience ask questions usually people ask questions throughout if

you're doing this live but just make some time kind of at the end as well so in terms of time this can be like I have some interviews that are short they're like 20 minutes 30 minutes some people I have I've had some people who are like they like to talk so maybe it's like 45 minutes um or an hour a little bit longer but typically like I try to stay 25 30ish minutes somewhere in that time frame okay do you guys have any questions about like content any of this stuff here that we just

discussed we're going through a lot pretty quick so let me know if you do okay let's talk how to actually prep your guest that comes on so I know that some some people have different Comfort levels with being on camera on video some people are better speakers than others so some of that will change how much prep you do like I know that I have some clients that are like always on camera they're super comfortable I don't really have to do much except send them some questions beforehand just to give them an idea and then

we're good right but then there are others who I do a little bit more for so um one I always send really clear instructions on how to join so I use streamyard so I always send people the link I just give an idea of like how to use it what it all looks like and also I make sure people know ah forgot to add this people know to join uh five minutes before the go live time okay um lastly again most of the time too I'll send questions slash like a briefing on like what kinds

of things we'll talk about and like what the interview looks like what the structure of the interview looks like so I'll tell them you know I'll introduce you at the beginning I'll ask these specific questions throughout we'll take questions from the audience if you ever feel stuck you know like I'll be there to to kind of help talk you through whatever and again if this is someone who I feel like needs a little bit more usually I shoot a quick video just giving them a little bit of encouragement and walking them through all of this

just so they feel like really prepared it's like a three minute video usually five minutes at most okay see s saying should you like guess pitch if it might help your a oh this is a really good good question should you let your clients pitch their own stuff on there you okay this is this is a I actually forgot to add this so I'm glad you you asked that how can audience next qu to guess okay really good question so at the end as well I usually am like show some love in the comments for

this guest and to the person I'm like how can the audience connect with you after this and for me like I want to see my clients do well so I want them usually I always encourage them I'm like why don't we share the Facebook group or why don't you sh for Wendy I'm like I am definitely definitely going to allow her to share the link for her challenge because I know it's going to be a really really good challenge we've spent months working on it like I've seen how good it is right so I'm like

definitely share the link for it because I want number one she's going to win I'm going to win so yes absolutely especially if it's stuff that you talked about during the interview right so like if we're talking about how great my clients's videos are yeah I want you to go to their Facebook group and watch those videos so there's actually a lot of benefit to your clients for the most part if they have people that could potentially Be In Their audience that um they could get some benefit from so for example like when I have

been a case study for someone else all the time I'll get messages when people watch those case studies from people from that audience that have either joined my programs or memberships or just connected with me or sent people to me so really good question I hope I answered that for you um absolutely yes okay all right uh last thing that I'll talk about is is how to leverage interviews after they go live so a couple ways I like to do this number one I will always take little Snippets from the interview and put it on

the sales page so for example the hop over the fence question usually is a great snippet so I might clip that question and put that two-minute clip on one of my sales pages right another really good way to do this is uh during my lives or during my challenges or my workshops if I have an interview that supports what whatever we're talking about right like for example um let's say I'm talking about the live video blueprint and I recently interviewed a client that went through the blueprint successfully you know I can say something during my

workshop a presentation like hey if you guys want to watch a 25 minute interview that I I I recorded last year with someone who has used this just drop me a comment below or shoot me an email and I will send you the interview and it's basically like a little freebie and this is another way that these are circulating again and again in your ecosystem so use it on sales Pages give it away as little bonuses during your trainings and make sure that the cont content that you are creating you are constantly trying to circulate

like over and over again through your other content okay cool um awesome we covered a lot does anyone have questions on on this stuff it's okay to if not um what I'll say too is like the sooner if you don't have these the sooner you get these the better right for for so many reasons and like I'm I'm telling you guys the reason I'm like we should do an entire training on this is because like like I said this is the stuff that like truly does sell your stuff and you can use it over and

over again in so many different ways repurpose it in so many different ways um so think about the people who are on your in your roster on your Client List customer list that are like your best rving pans and like start inviting them and like do one a month like it doesn't have to be like everything right away um do at least maybe one a month or every other month and it really makes a big difference cool all right uh she said that would be a very great trading interested in this oh which training are

we talking about okay um how would you repurpose it so the the big things you're doing again are take these interviews put them on sales pages and then also giveaways during the pre your presentations as previews cool oh you're saying the repurposing would be uh a great training oh that's interesting yeah I don't know how long that I don't know if it could be like a full indepth like actual training because it's literally all you're doing is sitting there like listening for clips of like really good moments and then putting them on clipping them putting

them on a sales page or posting them on like another social platform U maybe it could be I don't know I'll think I'll think more about it it's a good suggestion okay cool well thank you guys for coming today I hope you all have a wonderful weekend and I'll definitely post the Replay for this but if you guys have questions let me know I'm here to help like if you're doing client student interviews and you're struggling with what to ask or how to invite or whatever it is you can always Post in the group and

I'm here to help you through it and uh I hope you guys have a great one see you soon