060: Behind The Scenes Of My March 2020 Summit

Apr 07, 2020

My 4th summit is in the books and I can't wait to share these results with you!

In this behind the scenes episode, we'll cover how my summit was set up, my goals, the results, lessons learned, and more.



Hey, Hey, welcome to the Summit Host Hangout podcast for you'll learn how to plan, strategize, and launch your profitable online summit, no influencer status necessary. I'm your host, Krista from Summit In A Box, and today in episode 60 I'm giving you a behind the scenes look at my most recent virtual summit, and we are going to go over everything.

This will definitely be one of our longer episodes, but we're going to cover an overview of how my summit was set up, the goals I had, my results, and how they differed from last time and why I think things were different, what didn't go well, what did go well, and then some lessons learned and key takeaways. We'll end with a little Q and A from questions that came up in the Summit Host Hangout Facebook group.

Before we dive in, I want to let  about a free challenge that's coming up to help you get started with planning your own summit that actually sells in this free five-day challenge. My goal is for you to stop dreaming about growing your visibility, income, and impact and start actually taking action to plan, strategize and launch your profitable online summit. And yes, you will actually get started in this challenge. You are going to start the process of hosting your summit for more details on that challenge and to sign up, head over to summitinabox.co/challenge.

An overview of my summit

Let's dive in with an overview of my summit and its set up. For those of you who listened to this podcast a lot, maybe you have purchased some of my products, you kind of know how I do things, but I just want to give a really brief overview here.

Let's start with the audience. The audience for my summit is brand and web designers. These are people in their first one to three years in business, so they're a little bit newer to things, but they specifically do brand and website design. The topic for those people is basically how to simplify their design business to become more efficient, profitable, and stress-free. Those are the three things that really came up for these people when I got on calls with them. So that's what my summit topic became, and this was my fourth time hosting this particular summit.

I have a free ticket so people can register for free, and then they can upgrade to the all-access pass throughout that, which I'll get to in a minute. I have daily emails that go out throughout the summit. Of course, a registration page, email sequence or a registration email sequence, excuse me, that goes out right after they register. There's a free Facebook community that I really push people to.

And then as for my all-access pass, I actually had two upgrade options this year. I wanted to kind of test it out to let you guys know how it went and because I thought it might be a good option too. I'm glad I did it. So I had my lowest tier, it was called the all-access pass and it's basically your traditional all-access pass. I had ongoing access to presentations, and it had notes and worksheets to go along with each presentation. So that was the lower tier.

Then I had a higher tier, which I called the Designer Power Pack that had, of course, the presentations, the notes, and worksheets, just like the lower tier, but we added in some really good stuff along with that.

They also got access to two co-working sessions during the summit, so on Monday and Wednesday, we had an hour set aside where these people could come onto a Zoom call and get work done together related to that day's presentations.

They also got three networking sessions. It was originally just going to be two, but the two that I planned weren't great for people in like Australia and basically anywhere other than the US. So I added a third one at a different time so they could all join in. These networking sessions were hosted on Zoom with the breakout room feature.

We'd all get on the call for an hour and we'd split up three different times into groups of like four people. I had a PDF that talked them through how to do it, how to start the discussion, a whole bunch of conversation prompts and they loved it so much. A very high majority of the people that were there came to all of them because they just loved it so much. 

In addition to those two things, we also had speaker bonuses in the Designer Power Pack. This year I had over $3,000 in bonuses added to this offer, which is really why people buy. Let's be real.

Then in addition to those two tiers, I also had an order bump. This is something that originally I heard of from Eden Fried who we also had on the podcast. But this order bump offer was a little extra they could add to their order as they were checking out. It showed up on their cart page.

So after they added the all-access pass or Designer Power Pack to their cart, they could click one button to also add this order bump to their cart, which was $19 for last year's summit presentations. So it was 27 extra presentations for $19, which was really cool to play around with.

I will share all of these stats with you a little later on in the episode. So that's kind of how things were set up, free entry, these upgrade options, the community that I really pushed people to and then, of course, those daily emails.

What my goals for the summit were

Let's move on to what my goals for the summit were. I always have three categories of goals: the goals that I have for my attendees, my speakers, and myself.

My main goal is always to host an event that actually matters and makes it makes a difference. Because like if it doesn't, nothing else is going to work. I'm not going to see benefits if other people aren't seeing benefits from participating. It was really interesting because I had no idea just how far that goal would go because my summit promotion period kicked off right as the coronavirus was hitting the United States.

It was interesting to see how that played into things. But I do think it made my summit even more impactful because it was a distraction. People needed it, it was free. There were a lot of people in this audience who were laid off of work for one reason or another and all of a sudden had more time to work on their design businesses, and that I had this crazy valuable free thing they could come and get all the information they needed. So I can definitely check off the “host an event that makes a difference” box on my goal sheet, because we definitely did that.

Another goal I had was having happy speakers who got a good return for their effort. I had just sent out my speaker survey today, so I don't know exactly what that's going to look like, but I have gotten 100% positive feedback from my speakers, including some that say my summits are the only ones that want to be a part of because they're the only ones that one are well organized and actually get them results. I'm really excited to see what those results actually look like.

Another goal was for you guys, I wanted to refine my process, like all of my processes so I could improve all of the Summit In A Box resources. I wanted to tweak things, try different strategies, see what worked, so I can make things better for you and record episodes like this one where I'm going to be here telling you what worked and what didn't.

As for my personal goals, it was really just two. The first was the number of registrations. My goal for our registrations was 2500, and my income goal was $40,000. Honestly, I didn't think there was a chance that I'd hit either of these. Well...I thought there was a chance, but I thought it would really be a stretch and I didn't feel comfortable about it. I was scared to tell people what those goals were, but that's where they were.

The Results

So that being said, let's dive into the results now, and we're going to break all of these numbers down. Before I talk about this year's result, I wanted to remind you what it looked like last year so you can see how drastically things can change from summit to summit.

This is my fourth summit. Each time the numbers have just multiplied several times over. If you start out with a small audience, know that each time it's just going to get even better.

So for last year's numbers, I had:

  • 26 speakers
  • 1400 registrations
  • 255 all-access pass purchases
  • 18.9% conversion rate (which is crazy high)
  • Which gave me $22,000 in sales last year

Let's compare that to this year's results. This year I had:

  • 33 speakers, so seven more than last year
  • Registrations went from about 1400 to 4000 (compared to my goal of 2500!)

As for all-access pass purchases, I want to break down how many of each tier we had and share some percentages there. We had:

  • 430 people purchased the higher tier, the Designer Power Pack with all of the bonuses. My pricing for that was:
    • $97 for 20 minutes after registration - 281 sales
    • $147 early bird until  the summit started - 72 sales
    • $197 regular price - 63 sales
    • 14 people upgraded to this option from the all-access pass throughout the summit (not counted in above numbers)
  • 107 people purchased the lower tier, the all-access pass. My pricing for that was:
    • $47 for 20 minutes after registration - 77 sales
    • $77 early bird - 18 sales
    • $97 regular price - 26 sales
    • And like I said, 14 of those people actually ended up upgrading to the power pack. So those numbers won't line up exactly. It will be 14 off.  But they're all there.
  • 122 people also added the $19 order bump

80% of the people who bought went with the higher tier, which I think is really cool.  I'm glad that I did the two tiers because people who couldn't afford it and just wanted access to the presentation were able to go with that lower tier offer.

23% of the people who purchased added the $19 order bump, which I think is pretty cool. I think that ended up being about $2,500 in extra sales. I'll take that. That covered my team basically, so that's really cool. I'll definitely do that again.

The conversion rate for people who registered and then purchased was 13.5%. I'll get into why I think that was so different from last time, but I'm really happy with that conversion rate.

My total sales came to $58,988 and is now nearing $60k with selling just presentations after the Designer Power Pack expired. And this number...I still can't even process it. I just ran all of these numbers before I came on here, and I am just blown away.

I didn't think I would hit $40k, and we were this close to getting $60k. That's really cool to see coming from someone like me who I don't have a huge audience. I had 2000 people on my email list before I hosted this. And when I hosted my first summit, I had like about 500 people on my list.

I hope this shows you like how your results just keep getting better and better and better. And for those of you who have a huge audience bigger than me, you're going to blow this out of the water. Well so I hope this is really cool for anybody to see what's possible. I am super excited about these numbers.

Difference between this year’s numbers and last year’s

I do want to break that down and talk about why I think there was such a difference in all of these numbers between last year and this year.

The first one I want to talk about is I almost tripled the number of people who registered. And there's a few things that I think went into that. First, I had seven more speakers that definitely probably helped a little bit. Definitely, probably that's a great thing to say, but more importantly I think, from the speaker standpoint was the audience of the speakers.

Last year when I hosted my summit, that was a summit that helped me figure out how important it is to have speakers with the same audience as you. I figured it out during that summit, so I implemented it in this one. Almost every single one of my speakers had my audience of designers as their audience. I would say maybe there were maybe five who didn't have a product or service they were selling specifically to designers, so I think that was the biggest part, the biggest part to play in going from 1400 to 4000 registrations.

There were also a couple more all star promoters than I had before because of that, so that's people with the perfect audience who aren't always promoting things of their own and are very happy to do full promotion as if it was their own launch. I had a couple of extra people that were doing that kind of thing this time, which definitely helped.

I also ran a lot more Facebook ads than I did last year. I had almost 500 people sign up through Facebook ads, which is pretty great to see too.

The second difference I want to cover is the lower conversion rate. So I went from a 19% conversion rate in my last summit to 13.5% at this one. I think the biggest part to play was the fact that the price was so much higher. My price was like double this year, what it was last year. So I think it's really cool to see that my conversion rate only dropped by a few percent rather than cutting in half since the price was doubled.

So I think that's where the biggest part to play came in with that. The coronavirus could have had something to do with it. I kinda don't think it did. There were people that emailed me who were like, I'm in a tough spot right now and I can't buy it and I'm not going to say, okay, here, have it for free. Cause everyone's in a tough spot right now. So that could have played a part in it, but I really think the biggest part was the increased price point.

Expenses and profit

So let's move on and keep kind of talking about numbers. I'm going to talk through my expenses, the profit then based on that, and then the time I invested in the summit.

As for our expenses, I had $6,600 in expenses, which I'll break down. And then as for affiliate payouts today we'll be making just over $16,000 in affiliate payouts. I do not really consider those expenses. Like I don't lump that in with my expense number because that's spending money to make money, right? Like because of paying them $16,000 I made $32,000 so I like to separate those a little bit. So it's basically I spent $6,600 on my own for this summit.

I want to break down what that $6,600 included:

  • Facebook ads - $1,900
  • Captioning - $1,400 (33 videos between 30 minutes and an hour)
  • Virtual assistant - $1200
  • Designer - $1,000 (half of that was just making the notes and workbooks for every single presentation, which is an important thing to know because if you don't do something that big and design intensive, of course you wouldn't need a designer for that much time or you wouldn't have to do that much design yourself. The actual time she spent making me graphics and things like that based on our templates was very small)
  • Speaker gifts and postcards - $400
  • Chatroll  - $199 (I had to upgrade my plan twice the first day because we kept reaching our plan limits)
  • Zoom - $15
  • ConvertKit account upgrades - $350 (we hit the 3000 subscriber mark and the 5,000 subscriber mark, so I had to upgrade twice)

So that's where the $6,600, that's where most of that comes from. There are a few other things here and there, but nothing really worth noting. So I'm very happy with all of that.

Based on the income and expenses my profit is $36,140, which seriously, I'll take that for profit any day of the week.

As for my time, I did not track this for my first summit, but I estimate that I spent at least 400 hours working on my first summit, maybe even 500...maybe more. I don't know. There was a lot of time spent on that first summit.

This time I spent 120 hours on it. There were things that caused that number to skyrocket. First were those notes and worksheets that we made for every single speaker. It took us one hour per set of notes and worksheets. That does not include the design time, by the way. And I probably did 20 of those, so right there is 20 hours. If I wouldn’t have done that, I would have only spent a hundred hours.

The other part that really caused things with skyrocket was all the time during the live summit. I didn't have someone in there helping me in the Facebook group, helping manage the tech, helping in my inbox. So I clocked at least 40 hours, just the week of the summit, being there all day, every day, managing things, watching things. I had my computer up for every single presentation monitoring the chat box, all of that good stuff.  The notes and worksheets and that summit management come in for half of my hours.

Other than those things, I would have only spent 60 hours on the summit, which I think is really cool to be able to make a profit of $36,000. on what could have been 60 hours of work. But I am glad that we did those notes and worksheets. I think I would do them again. Don't tell my VA that because she'll want to kill me...she's going to read this anyway. (p.s. she did and wasn't thrilled lol!)

Those were all the numbers. I hope it helped you see where everything came into play, and a little bit of what worked and where I invest the most in my summit.

What didn’t work

I want to talk about what didn't go so great and what did go wonderfully and we're going to start with the, what didn't go so hot part. The biggest issue was some tech the first week of promotion. I hope this makes you just feel so much better about yourself. I've been a WordPress developer, I've run my own WordPress development business for five years. And tech was my biggest issue.

The first week of promotion when I was promoting by myself, it took me five days to figure out that people who signed up last year were not getting signed up again. And this was something weird ConvertKit was doing. So I know that people won't get put through the same email sequence twice. So I always duplicate my email sequence from one year to the next so they'll get put back in it. But for some reason they weren't even going through the form.

So no one from last year's summit was signed up that first week, and it took me five days to figure that out when a friend was like, “Hey, I've signed up a couple of times and I'm not getting anything.” So I'm very grateful for her by the way. So that was interesting. That was one big tech issue.

The second big tech issue was during the summit. So there was a big caching issue, which made day one really interesting, especially because thanks to the coronavirus, my two year old was here with me. It was just me, her, and 4000 people at the summit, no big deal. We were testing out a new plugin that I made for you guys basically to publish and expire your presentation pages and then redirect to certain pages you set up. There were major cashing issues. I would say within the first like five minutes of the first presentation going live, there were probably 50, 75 messages between the Facebook group and our inbox being like, we can't access this. It still says stay tuned when it should be live. I didn't know what was going on at first, but it ended up being a caching issue. All they had to do is clear their browser cache and it would work. So it was a little messy. We're fixing that by the way.  But it made it so we had to adjust throughout the rest of the summit.

So how we adjusted to that was that we immediately had a canned response for when people were having the issue in our inbox. We could just hit the canned response and send it out. We had a copy paste response for the Facebook group when people were having that issue. And then, let's see, we also added notes to all of our emails, Facebook posts and the schedule page after that saying, Hey, can access presentations, here's exactly what you do. And that helped a lot. Then just because people did continue having problems because they weren't reading our instructions , we actually opened presentations back up for 24 hours the day after the summit ended just to kind of make up for any frustration that someone felt.  I figured if someone was like me, they would have set aside a certain amount of time to go watch your presentation. If they couldn't get in and they lost that time. So I felt like the least I could do was open up those presentations for 24 hours.

But keep in mind with something like this, people straight up don't follow instructions. The first few minutes on day one, after that first presentation went live, there was literally someone arguing with me in the Facebook group about what time it was. She was in Eastern time zone. I'm in Central. She was literally arguing with me about the time, like I was this close to taking a screenshot of the time on my computer and being like, no. But after telling her we were in different time zones two times, she stopped arguing with me. So that's just always really interesting.

Those were our two biggest tech issues there. Honestly, I'm glad I found that rather than one of you guys who uses the plugin, we are reworking right now so that those were the two tech issues that kind of caused things to go a little haywire.

The next one was the coronavirus, because that hasn't caused enough issues in everyone's life. About two days after my speakers started promoting is when the coronavirus really hit the US, and you can see my ConvertKit graph there was a hard stop on their promotion. It went from hundreds of signups per day to less than 100 per day because they just stopped promoting, and I didn't know how to handle it either.

You know, at that time there were people, there were all kinds of posts going viral basically of people saying, “all right, stop all your scheduled promotion, stop promoting your business during this hard time.” And I was like, wait, like I think that's really dumb, but should I? So I waited a day or two to see what everyone else was saying, what everyone else was doing before I realized no, like, this is the perfect time for people to have this free resource, and to just decide that yes, we're going to keep going and to give my speakers the pep talk they needed to step up promoting again. And then along with that, usually I would have extra childcare for my daughter the week of the summit just so I can be hands on, focused, ready to go. But we actually had to pull her out of daycare, and we couldn't see any family, so I didn't have any help with her that week. Which is another thing that I don't want to say it didn't go well. The first day was rough as I was trying to figure out all of our issues, and figure out what it looked like for me to work at home with her. But it was just kind of a downside to things.

One more thing that didn't go so hot was I was not prepared for 4,000 people. I'll tell you that 4,000 people, that's much different to manage than 1400 people. So I definitely could have used more help at least that first day when we were just kind of getting in the swing of things. And my VA was awesome. She also has a two year old at home, so when she saw things blowing up in those first few minutes, she took out her computer and helped me answer messages. But it just would've been nice to have someone dedicated that day and even really that week to help with all of the customer service type things and maybe someone to switch back and forth with me monitoring the chat box and things like that so I didn't have to do that the entire time.

Then one more thing, and if you host a bigger summit, and I say bigger, knowing that 4,000 isn't huge, but it's bigger than 1400. Right? Another thing I think a lot of you will experience was just people failing to notice that I'm human, people being straight up rude or rather than starting their emails with, “Hi, thanks for putting on this free event,” it would go straight into rudely stated demands. Like, “It's so stupid that you're charging for this…” and all this stuff asking for discounts.

Who knows what else? And really it's fine a time or two, but for my personality, like that starts wearing on me quickly. But by day two, my assistant was like, you're not allowed in your inbox anymore. Like, I'm taking care of this. So I stayed out of my inbox completely after that, which was really nice. But take that as a lesson for yourself too. If you're a little more like sentimental like I am, if things hit you pretty hard, have someone else taking care of your inbox because  you could have a hundred positive comments and that one person that comes in not realizing that you're a human being is all it takes to bump you down a couple of notches.

I tell you all of these things so because it's not going to be perfect no matter how many times you do it or how solid your process is. This is my fourth summit. You guys know I have solid processes. Like I said, I had been running a WordPress development business for years, and I still experienced tip hiccups. So know going in that you're probably going to experience that too. And it's oka

What went well for this summit

Let's flip it around and talk about the positive side and what went well for this summit. The first thing I'm talking about is registrations. Holy smokes. Registrations were on fire and like I said before, the biggest part of this was the fact that I had so many presenters with my exact audience. . Then also something that helped with the registrations were Facebook ads. After I figured them out, it took me a minute. The first couple of days my ads were converting at  like, I think it was $9 per lead. So I had to spend $9 to get one person signed up, luckily I have a Facebook ads coach and we had a call on day three of promotion and he was able to identify like, wait, why do your graphic say this? Like this doesn't tell people what it is. It's not going to cause them to sign up. I was like, Oh yeah. So we tweaked the ad, the  ad image copy, and boom, we got our conversions for less than $3 a lead after that, which was really great.

Another great thing with that was that I was at least breaking even, but probably profiting. I'm pretty sure I was profiting with my all-access pass sales. And I don't have the exact stats that tell me that. I can see that I spent $1,900 on Facebook ads and that I made at least $1,700 of that back if no one has unsubscribed, which is very unlikely. And if everyone bought the cheapest options available, which again is very unlikely because I have them tagged and ConvertKit like people who purchase the Power Pack, and came in through an ad. But those people don't show up if they ever unsubscribe and I don't have an easy way to go in and see which plan they purchased. So I'm pretty sure I profited at least a little bit through my ads, which was pretty cool.

As for income, a few things that went well were the higher price tag. I am glad that I raised the price as much as I did. Close to 25% higher than last year. My fast action offer was $77 for the Power Pack. This year it was $97. Last year the highest the price ever went was $147. This year went up to $197. So the higher price tag definitely went well. Having two tiers was also great because when people would email me saying, Hey, the power pack is too expensive, I could say, Hey, get this cheaper thing instead. That option was there for people who could recognize that themselves, that Hey, I just need lifetime access to these. I don't need all the extra things. I can get this cheaper option. And then the order bump was great. Like I said, $2,500 extra, which, pays for my team basically. And they all loved being able to get that, especially the people who got it before the summit started. They had something they could dive into and start watching right away.

Engagement is another thing that went really well, and props to my Facebook group. I've heard lots of people say that they don't like to do a Facebook group for their summit because not everyone joins. But man, this is where the action happens. This is where the buyers are, and this is where the people that are dedicated and getting results from your summit are showing up. So I don't care if there are 2000 people, and I know there's at least 2000 people who didn't join the group. I don't care because the people inside the group, those are the people I can pour into and give my all to. And I'm so glad I did that group.

The networking sessions were another thing that were a big hit and people that came to those loved them. So I'll definitely be doing that again, and I recommend it to you as well. This is just one more simple thing that can make your online summit feel more like an in person event. It allows for connection, it allows people to make friends. It was just a really great thing. I'm glad I did it. It's super easy with Zoom’s breakout room feature, and there's no added cost for that by the way.

Then the last thing that was really fun with engagement was that I made summit bingo. I made a bingo card, and in each space was some kind of way they could engage with the summit. So, for example, we had watch a presentation, buy the Designer Power Pack or all-access pass, go to a coworking session, share your biggest takeaway from the presentation, find an accountability partner, like all these different things to make up a bingo card. Then during the summit we drew prizes each day based on people who got bingo and they loved it. These are people who are already going to be pretty engaged anyway, I think. But it just was fun, and it was a way for me to see who is most engaged. I know it did make people engage a little bit more at least, and we'll do that again as well. We're going to have templates for you guys in the Summit In A Box program when that launches later this month because it was just fun. And I want you guys to do fun stuff like that as well. 

The next thing that went really well was really my speakers. They showed up, they showed up hard. I think every single one of my speakers promoted at least a little. There were some that did let me down. You know, they're the ones, it's always the ones with the huge audience. I want you guys to listen to this too, because every single year I relearn this. Like if you can't get big name speakers, it's okay because they're not going to promote anyways. My two or three top speakers barely did any promotion. Like I don't even know if they're getting affiliate payouts, honestly. Maybe little ones like $200 or under.  but the ones that showed up, like they're the ones engaged with their audience, who don't do everything just to be able to pitch something later. You know, these are the people that really know how to connect. And those people really, really showed up. There were a couple times where I had to pop in the group and be like, “Hey guys things have slowed down the last couple of days. Let's, let's do this for promotion. Or here's what's working well.” I just gave them a little push and they responded.  So props. If any of you are listening, thank you so much. I really seriously appreciate you all so, so much.

The last thing I want to talk about that worked well was my process, like my own summit hosting process, but one piece of that was my assistant doing a ton of work for me. She did all of the speaker management. I sent my own pitches, but after that it was all her. She got them onboarded, and she made sure we got all the presentations, she made all the presentation pages, she did everything. So that was so helpful to not have to worry about that. We also set up a whole bunch of canned responses. So if she was even able to help with customer service and speaker questions, she really took me out of the inbox after the first day that the summit started. She was like, you're done in here. And that was really, really nice. I did pop in here and there, and she knows that too. But it was nice to have someone else take care of that.

Then something else that really went well was allowing several weeks between when speaker's presentations are due versus when the summit actually starts. I always allow three weeks between those two dates, and I'm so glad cause there's always the speakers waiting until the week before the event to send their information. This year I actually had 80% of the presentations by the day after the due date last year, only 50%. So that was really nice. All I did was just give him a little more encouragement and a few more reminders. But that was really nice. Of course there's always going to be some stragglers who have this excuse or that excuse. Some of them are good excuses, but it's a reason that they can't get it to you on time. So definitely allow that extra time in your process as well.

Lessons I learned that you can take away as well

All right, two more sections in this mammoth episode. Next is some overall lessons that I learned that I'd like you to take away from this as well. Number one, don't feel like you can't charge a decent amount for your all-access pass. I see people in the Facebook group asking if $7 is okay to charge for their access pass. And I had 63 people buy at $197. I had 281 people buy at $97. Like you can charge a decent amount for your all-access pass. You do not have to cut yourself or your speakers short on that.

Also with your speakers another lesson I have here is pitch people you think will say no. Like I just said a couple of minutes ago, don't count on the influencers. I really think, and this is something else I figured out this round, you can tell what kind of promotion someone will do based on how they show up for their own audience. Like if you're watching their Instagram stories and it's a constant just veiled sales pitch for one of their offers, those are the people that aren't going to promote the summit very well. You know, because it doesn't, I don't know 100% serve them. Are they engaging, connecting, providing a ton of value for their people? Those people will because they want to get this free, awesome event in front of their audience and heck yeah and make some money doing it. Pitch people you think will say no,  and those bigger name people but don't count on them. Don't bank all your results on those people because they probably won't promote. And that's okay.

Third is stand your ground with your pricing. I have a little more coming on this once we get to the Q and A section here. This is more of a tip for you than a lesson for myself because that's something I did from the very beginning. But if you have price increases throughout your summit, you will have emails from people saying, Oh, I missed the fast action offer you had that last week. Or the early bird pricing that was last week. Can I get a discount? Or I'm a student, can I get a coupon code? Or whatever other excuse can I get this for free or cheaper? Stand your ground. Because if you don't, all you'll be doing is sending emails with either coupon codes or discount links and that doesn't do anyone any good. That's not a good lesson for them to learn. That's not good for you to teach people to expect. It's not good for the money you're making. So stand your ground with your pricing. I am glad I did.

Q and A

All right, last section here is a Q and. A. I posted in the Facebook group a few days before recording this, just asking what kind of questions you guys had on my summit. The first question was from Vittoria, and I love this question. She asked how I'm dealing with post-launch.

She said the summit, which she was a part of as an attendee, was literally the best words, can't describe how it truly impacted and made a difference in the design world. Thank you Vittoria, by the way. So I want to know how you handle post-launch feelings. Would you have a post-launch ritual and what does it look like after doing this so many times?

Thinking back after my first summit, I had a hard time. Those post-launch blues were real, but it's gotten a little different this year. I was able to celebrate. I gave myself a bonus. I sent some special gifts to my team. I got this stupid $400 Lego set for my husband - I love you if you hear this. I made a nice donation to our church because they're the ones helping people in our community while the coronavirus is destroying things. So that was how I celebrated. I celebrated with money basically, but it was a lot of fun. I also let myself to join a program I've been wanting to join for probably six months. So that was fun. Ah, something else I did was love on my speakers, so I sent them gifts. Again, my love language is gift giving. So that's why like I'm just throwing money out. I would be like, I love you guys. Here's all these things I bought and that's how I celebrate. And there was a lot of fun.

I do get kind of bummed post-launch. So this time it actually worked well though because I'm going straight into another launch for this brand. You know, my big Summit In A Box product is coming out in a couple of weeks as of recording this. So my mind went straight from the summit to Oh my gosh, shoot, this is coming up. We got to get in gear. So having that just to distract my mind, it has helped me. But like I said, after that first time I was bummed. Like, how can I top this? Can I ever do this again? What's next? And I'm, I'm the kind of person who does need a, what's next? So if you are to make sure you give yourself one after you host a summit.

The next question was from Demetrius. He asked what new tweaks and ideas are you thinking about for your next summit? I haven't had a chance to really think through this very much, but there's two things that I kind of identified last week while my summit was going on. First is I would like to open a networking session to everybody. So for this summit, the only people invited to the networking sessions were people who purchased the higher tier all-access pass, and no one else could get in. I would really like to do one next time that allowed everybody to come in. Now my worry with that is that, what's it going to look like if I invite thousands of people to get on a Zoom call? But I don’t know. I think it would be really fun. I think they love it too. So I'm thinking of that.

The next thing I'd like to do with some kind of live Q and A during the event, whether some speakers volunteered, if it was like a round table set up,  I'd like to do some kind of live video portion other than just my kickoff and closing calls. 

Amanda asked what I would do differently next time. The biggest thing I have thought of so far is just have more help ready on day one and potentially through the week. So I’d have either my current assistant or someone else come in temporarily to just back me up throughout the week so I don't have to be on for 8, 9, 10 hours a day every single day.

Then Lois asked how to deal with negative feedback, and this one is good because you're going to get it no matter how good your summit is. You will have someone who has some kind of problem. So step one, this is something I was much better at this time than I had been in the past. And that's just to take a step back and listen, read through the negativity and any insults they think they have to throw to get their point across and get to what they're actually telling you. Is there something that I'm missing here or something that I need to change? You know, when you do that, you're going to see two different things. It's either going to be constructive and like identifying your problem that you actually overlooked or it's just going to be plain rude and not applicable. And there are people like that, unfortunately.

So if it's constructive. An example I have of this was that someone said that they were unclear with something in the checkout process and they wanted the fast action offer. If there's a tech issue, whether it's directly my fault or this person just wasn't tech savvy, did something weird, I'm going to own up to that. Now when I say, okay, let me see if I can fix that and let me fix your situation by giving you that fast action offer. I do not do that very often by the way. And then like a couple of people couldn't access the presentation, not a couple. Lots of people I can't get into the presentations. And then there were a couple who, where like I couldn't get into the presentations and that didn't have time to watch. Yeah, that's my fault. They know that's something, maybe not my direct fault. That's the internet world's fault. I don't know. But okay, what can I do to fix it? And for me, that was giving them the solution but also opening presentations back up for 24 hours after the event was over.

So put your pride aside in those situations, apologize when it is necessary or don't apologize, like don't over apologize, but apologize and then fix the problem however you can. However, if it's just really rude and not applicable, like honestly, like bless, delete, move on.

So for example, the biggest one that I saw, I think my assistant probably saw more, but the biggest one I saw was someone who sent me this crazy long email lecturing me about the fact that you had to pay to see presentations for longer than 48 hours. And that's something else I did because of the coronavirus. I extended my presentation viewing window from 24 hours to 48 hours. But she went on and on about how she didn't understand why the presentations couldn't be free, and people who wanted to buy would buy and it didn't make any sense to her. And that's not how summit's usually work. When I was like, Oh, okay, yeah, preach to me about how someone's work. But like that was one where I didn't even answer that specific email because she was just going off. She didn't ask for anything. Nothing she was saying really made that much sense. So again, I did look, I was like, okay, is there anything in here that I can actually fix? The answer was no. And I moved on. People like this are going to fail to treat you like a real human at times. They're not gonna thank you for the hundreds of hours of work you put in. The fact that they get any free access at all, they're not going to think to thank you of that. They're just going to make you question your decisions.  So, again, make sure there's nothing hidden that you should learn from. Move along.

Go back to your Facebook group and look at all the positive feedback. Save some emails from people giving you positive feedback. Go read through those again. You're awesome. You're doing a great job. This person was having a bad day. All right? So like that's, those are my best results on how to deal with negative feedback.

This episode was super long props if you're still listening, but I hope this was helpful. I hope this helps you see what is possible. My first summit made $16,000 which I was absolutely thrilled with. That was four times what I usually made in the month. This summit made almost $60,000. That's a big deal. That shows you how much a summit can help you grow, especially if you do it over and over and over and repeat the process. And again, going from like, what, 400-500 hours to my first summit to about 100 hours for this summit, like it's repeatable, and it gets easier every single time.

So I hope this just helps you see that you can do this. You're awesome. Take it one step at a time. . You can do it too. Thank you so much for tuning in to this episode.

In the next episode, we'll be chatting more about the challenge that's coming up to help you start your summit that actually sells, so be sure to tune in for that. For more details, and to sign up for that head to summitinabox.co/challenge.




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