Workshops and Teleseminars
Mastering the art of Client Value Conversations
This teleseminar will teach you the Client Value Conversation System that Bill Metcalf has perfected over the past 20 years and over 1,000 interviews. It will take you step-by-step through the entire process. You will learn exactly what to say and exactly when to say it.
In this teleseminar, you will learn how to use Client Value Conversations...
- To close more sales with prospects.
- To eliminate fee resistance in clients.
- To eliminate fee resistance in you.
- To increase revenue per client.
- To improve consumption of your services.
- To document hard-dollar ROI stories.
- To create powerful testimonials.
- To clarify your Unique Selling Proposition.
- To create information products that attract clients to you.
- To convert clients to evangelists.
- To build powerful niche markets that make business easy.
You will learn exactly:
- When to have these conversations.
- What to say to start conversations.
- What to say in order to dig for ROI gold!
- How to get them to share their pain.
- How to get them to want to record the conversations.
- How to overcome "we don't do testimonials."
- How to get them to promote their story for you.
Structure of the Standard Program
Teleseminar Training Eight Tuesdays from 2:00 - 3:30 PM CST. In these sessions, Bill will present the core information that you need to conduct client value conversations (see each week's description below). Bill will present a new core concept each week, and then you will be able to hear real-life client value conversations. This is not theoretical information. These recordings come straight from the real world of talking to clients.
Q&A Sessions with Bill Eight Fridays from 2:00 3:30 PM CST. After you have had a couple of days to absorb the information in the training sessions, you can call in to ask specific questions of Bill about your own clients. Every client is different. Each may pose challenges that you might think cannot be overcome. Bill has never been stumped. Bring your questions. Bill will answer them.
Pre-Course Small Group Coaching. These 90-minute sessions will be held before the course starts, or as close to the start as possible. In these smaller group sessions, Bill will talk to each and every one of you about your challenges and what you want to get out of the course. Bill will model for you just what a first Client Value Conversation might sound like with a new prospect. He will show you how to dig for pain and establish value. Besides helping you move ahead quickly in the course, you get to see real CVCs in action and get to know some of your fellow students.
Mid-Term Small Group Coaching. About mid-way through the course, you will again meet in small groups with Bill. Bill will again talk to each and every one of you about what you have learned, and more importantly, how the client value conversation process is working for you with your clients. This will again follow a CVC format, so you will again be seeing the process in action. And you can learn from your fellow students as you hear how they are working with their clients.
Follow-up Small Group Coaching. Finally, shortly after you complete the course, you will meet one more time with Bill. He will again talk to each and every one of you about how you are applying the techniques learned in this class. And he will help you overcome any last minute obstacles you might face in moving ahead with CVCs. This will again follow the CVC process, so you will see how easy it is to use this approach to "harvest" testimonials from clients. This is a very important session, as you will see how testimonials are created without even requesting them from clients.
Complete Study Guide and Scripts. After doing over 1,000 interviews, Bill has perfected ways of asking nearly any question you can imagine asking a client. In this PDF study guide, you will see the step-by-step process and the specific scripts you can use with your clients.
Bonuses of the Premium Program
Recordings of the Training Sessions. If you worry at all about whether or not you might miss a session, then this bonus is for you. You will get a download link that will allow you to download and listen to this training anytime you wish in the future. You can also use it in-house to train your staff.
Your Personal Staff Attends Free. If you have other people who work directly with you, they may attend the sessions at no charge. They can even ask questions and participate. This is particularly valuable if you have someone else who directly helps you with marketing.
Access to Sample Interviews. Bill learns something new from nearly every interview he does. You can only cover so many examples in each class. But Bill will be posting sample interviews that he has done with real clients as learning tools. Each recording will include Bill talking about the specific concept or technique being demonstrated.
Six Months Online Forum Support. You will have free access to this online forum for 6 months. That will allow you to post questions to Bill and other students. Bill will answer all posts. But in addition to Bill, you will gain the benefit of other students as well.
8 Week Training Course Outline:
Week One Getting Started
- Understanding how testimonials combat Fee Resistance.
- How to use Client Value Conversations to qualify and close prospects.
- How to start doing CVC with current clients.
- How to make CVCs a regular part of your normal client process.
- Doing your first CVC!
Week Two Awakening the Pain The Past
- No pain, no gain is really true for great testimonials.
- How to get clients to "re-live" the pain they had when they came to you.
- How to dig beneath the initial "surface" responses to the real pain.
- How to get them to share their personal stories.
- How to get them to share their business stories.
Week Three Now it is about YOU! Your Work Together
- How to shift the conversation to focus on your contribution.
- How to dig past the process and look at your personal contribution.
- What to do if they haven't a clue how you work.
- How to teach them to be your Evangelists
- How to make this conversation valuable to them.
Week Four Digging for ROI Gold Your Mutual Success!
- "Connecting the Dots" so clients can discover the value you provide.
- Building a hard-dollar ROI story from scratch.
- Helping clients find the data they need to show value.
- How to uncover soft-dollar ROI stories (like: "less stress," "more confidence," etc)
- How to convert soft-dollar stories into hard-dollar stories.
Week Five How to capture the interviews
- Recording interviews in person.
- Why audio work better than video in most cases.
- How to record over the telephone.
- How to share audio files with clients.
- Quick review of editing possibilities.
Week Six How to use the recordings
- How to get clients to want to share the recordings
- "Quickies" How to use short sound bite testimonials.
- How to produce long format case studies in multimedia.
- How to get transcribed and used as articles.
- How to use recording sound bites in "live" presentations.
Week Seven How to turn interviews into Information Products
- Breaking up the case study into sound bites.
- Developing the questions to ask you as the expert.
- Recording your "expert" interview.
- Folding the expert interview into the testimonial.
- How to position products for sale or to create a viral marketing stream.
Week Eight How to Develop Evangelists and Vertical Markets
- How to find the vertical market behind your clients.
- How to get clients to promote your viral marketing efforts.
- How to get clients to take you to their associations.
- How to leverage associations for more clients
- How to position yourself so people start finding YOU.
- Say goodbye to cold calling!
100% Guarantee
First Guarantee: Take the first class, if you don't like it, you get 100% refund, on the spot.
Second Guarantee: Finish the entire course, try these methods with your clients, if they don't work for you, you get 100% refund. (But you must try the techniques!)
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Next Course: Feb 13 to April 3 (Eight Tuesdays) 2:00 - 3:30 PM Central Time
Client Value Conversations Teleseminar | Value | Standard | Premium |
12 hours teleseminar training | $995 | 
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12 hours Friday Q&A sessions | $795 | 
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Pre-course small group coaching session | $150 | 
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Mid-Term small group coaching | $150 | 
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Follow-up small group coaching | $150 | 
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Complete study guide with all scripts | $125 | 
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Recordings of training sessions | $250 | | 
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Your personal staff attends free | $250 | | 
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Access to sample interviews | $150 | | 
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6 months of online forum support | $180 | | 
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Total Value of Components | $2,365 | $3,195 |
Complete CVC Program Package Investment | $1,995 | $2,195 |
Less $300 ASCII Discount
| $1,695 | $1,895 |
Two Payment Options |
Option 1: Single Payment | $1,695
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$1,895
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Option 2: Three Monthly Payments (1st Payment due today, then in 30 days, then in 60 days) | 3 payments of $650 ($1,950 Total)
 | 3 payments of $725 ($2,175 Total)
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First Five Incentive Bonus: $1,000 value.
Available only for the first five "single pay" ASCII members to sign up for the February course. Upon completion of the course, I will personally conduct a professional client value conversation with one of your clients and give you the unedited recording that you can use for your marketing. |
Copyright ©2007, Fee Resistance and TechnoShift, Inc. All Rights Reserved.
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