Hot seat TERNION CLUB 2026 02 09 14 45 GMT 03 00 Recording

Welcome to the Hot-Set

Introduction and Technical Issues

• The session begins with a warm welcome, noting it's the start of February and discussing the cultural notion that the year truly starts after Carnival.

• There are technical difficulties with Mel's microphone, prompting suggestions for her to communicate via WhatsApp.

Updates from Participants

• Bruna and Débora are mentioned as having many updates; there is an emphasis on creating action plans based on these updates.

• Débora expresses readiness to share news immediately rather than scheduling a private discussion later.

Decision-Making in Action Plans

• The conversation highlights the importance of making decisions, acknowledging that not all decisions are easy or straightforward. This reflects on broader life choices beyond just event planning.

• A request is made for participants to send status updates regarding their decision-making processes, emphasizing the need for actionable plans moving forward.

Event Planning Discussion

Upcoming Event Details

• An event titled "The Key to Unlocking Decisions" is scheduled for March 27th, with a focus on promoting it effectively before this date. The excitement about this event is palpable among participants.

• The target audience will primarily be local attendees from Ofavilha and surrounding areas, with specific timing set from 19:00 to 22:00 on a Friday evening. Attendance capacity varies based on seating arrangements (45 in classroom style, 60 in auditorium).

Ticket Pricing Strategy

• There’s deliberation over ticket pricing; a desire exists to avoid low prices (like R$50) which may attract less qualified attendees while still being cautious not to set prices too high that they deter potential participants. Suggestions include R$80 or R$75 as possible price points.

• Strategies discussed include offering free entry for mentor clients while providing discounts (50%) for their guests, aiming at attracting more engaged leads through existing relationships within the community.

Marketing and Promotion Tactics

Leveraging Existing Networks

• The plan includes inviting current mentees without charge while encouraging them to bring guests who can benefit from discounted tickets—this approach aims at maximizing attendance by leveraging personal networks of trust and experience shared by mentors and mentees alike.

Experience-Based Insights

• Previous experiences with events reveal insights into pricing strategies; charging symbolic fees can enhance participation rates but also requires careful consideration of perceived value versus actual cost incurred by attendees.

• Examples include past events where nominal fees led to higher engagement levels despite lower overall sales figures due to increased commitment from paid participants compared to free ones.

• Discussions reflect on balancing between free events versus those requiring payment based on expected outcomes such as lead generation or direct revenue streams from ticket sales.

• Emphasis placed on understanding how different pricing models affect attendee behavior and overall success metrics of events planned going forward.

This structured note-taking format provides clarity around key discussions held during the session while allowing readers quick access through timestamps linked directly back into relevant parts of the transcript content discussed above.

Strategies for Hosting a Successful Event

Importance of Commitment Fees

• The speaker discusses the concept of charging a symbolic commitment fee for events, emphasizing that it helps ensure participant engagement. They reference a recent event where 120 people registered but only 30 attended, highlighting typical conversion rates for free events.

Increasing Engagement Through Pre-Approval

• A strategy is proposed to increase engagement by allowing current students to invite others, contingent on pre-approval. This method aims to filter attendees and maintain the quality of participants at the event.

Cost Considerations and Event Structure

• The speaker outlines their budget considerations for hosting an event, mentioning costs associated with venue and materials. They present two options: covering all expenses themselves or seeking contributions from attendees.

Duration and Value Perception

• Concerns are raised about the adequacy of a three-hour event duration in enhancing value perception among attendees. The speaker suggests that more time may be necessary to deepen connections and facilitate effective pitches.

Event Flow and Activities

• A detailed schedule is proposed, including welcoming guests with refreshments, structured talks, emotional confrontations related to personal decisions, and interactive exercises designed to engage participants actively throughout the event.

Target Audience Considerations

• The importance of inviting individuals who have prior exposure to the host's teachings is emphasized. It’s suggested that new attendees might not fully embrace mentorship without previous interactions or familiarity with the host's work.

Collaborative Events and Networking Opportunities

• Upcoming collaborative events are mentioned as opportunities to reach target audiences effectively. These collaborations aim to attract women who align with the speaker's goals while providing them with valuable experiences through talks.

Financial Planning for Events

• Discussion around financial logistics includes calculating potential income from ticket sales against costs incurred for hosting the event. A symbolic ticket price is suggested as a means of ensuring commitment without deterring attendance.

Experience Building Before Larger Events

• The speaker expresses a desire to build experience through smaller events before scaling up. They emphasize bringing in familiar faces who can vouch for their credibility when introducing new participants into their network.

Behavioral Insights on Decision-Making

• The conversation touches on behavioral aspects influencing decision-making during events. It’s noted that deeper connections are often required before individuals feel comfortable accepting someone as a mentor or guide in personal transformation journeys.

Event Planning Insights

Focus on Positioning

• The event's primary focus is positioning, marking the first time it is dedicated solely to this aspect, differing from previous events.

Key Components of the Event

• The event will address four main components:

1. Positioning.

2. Pitching to attendees.

3. Charging a nominal fee primarily for covering costs.

4. Choosing Friday night due to availability, though it may not be ideal.

Audience Considerations

• Research indicates that businesswomen prefer weekday events over Friday nights, as they prioritize family time during weekends and avoid traffic issues associated with Friday evenings.

Event Timing Recommendations

• If possible, consider scheduling the event on a Tuesday, Wednesday, or Thursday to better accommodate the target audience of businesswomen who typically dislike Friday night events.

Financial Goals and Expectations

• A symbolic ticket price of R$97 is suggested; however, the goal should not be profit but rather breaking even and creating an engaged audience for future opportunities.

Networking and Strategic Invitations

Building Attendance Strategy

• It's crucial to identify strategic individuals to invite in case ticket sales do not meet expectations; building a quorum is essential for success.

Networking Opportunities

• The event scheduled for March 18 will provide ample networking opportunities; inviting key contacts can enhance engagement and potential collaborations.

Payment Processing Preferences

• Discussion around payment processing options suggests using Green Rock for its favorable terms; it's important to choose a reliable service that meets financial needs effectively.

Defining Event Objectives

Clarifying Goals

• The primary objective of the event should be positioning oneself as an authority and promoting mentorship services rather than generating immediate revenue from ticket sales.

Market Saturation Awareness

• There’s an acknowledgment of market saturation with numerous events occurring daily; careful selection of which events to participate in is necessary due to attendee fatigue.

Final Thoughts on Event Execution

Importance of Unique Value Proposition

• To stand out amidst many free offerings, it’s vital to present unique value at your event that compels attendance despite general saturation in the market.

Workshop and Networking Opportunities

Overview of the Workshop

• The workshop is designed to provide networking opportunities and in-depth content, emphasizing its value despite a symbolic fee due to limited spots. Participants are encouraged to invite others for enhanced connections.

Invitation Strategy

• A suggestion is made to invite 35 people in one day, similar to a previous successful workshop by Andrea. This approach aims for quick engagement with potential attendees.

Importance of Networking

• Emphasis on the significance of networking at the event, highlighting that participants will connect with qualified individuals, which can lead to financial gains from future ventures.

Event Positioning and Validation

• The event serves as a platform for personal positioning and validation, providing audiovisual materials that can be used later for marketing purposes. Care should be taken not to overwhelm the audience with too many events at once.

Audience Engagement Considerations

• Caution against stressing the audience with multiple overlapping events; it's important to maintain interest without causing confusion or fatigue among potential attendees. The focus should remain on building relationships rather than just selling tickets.

Monetary Aspects and Deliverables

Financial Goals vs. Positioning

• It's suggested that while generating revenue is important, the primary goal should be enhancing personal branding and positioning within the market; breaking even would already signify success in this context.

Enhancing Mentorship Experience

• Discussion about increasing mentorship fees to improve deliverables for students over time, ensuring they receive added value during their learning journey while also considering pricing strategies for different groups of attendees.

Market Comparison Insights

• Reference made to other mentorship programs where pricing varies significantly between general public access and student rates; this highlights industry standards regarding event pricing structures and expectations from participants.

Final Thoughts and Next Steps

Closing Remarks

• Concluding discussions emphasize clarity on objectives moving forward, ensuring all parties understand their roles in promoting upcoming events effectively while maintaining quality interactions with their audiences. Suggestions were made about how best to proceed based on recent changes in strategy or mindset since prior meetings or workshops took place.

Reflection on Business Focus and Strategy

Reevaluation of Business Direction

• The speaker reflects on a previous idea to create a subproduct aimed at a different audience, initially feeling excited about it.

• After evaluating results from December and January, the speaker concludes that creating a new business from scratch is too much work without realistic short-term outcomes.

• The focus shifts back to core activities that yield results, such as client service and active prospecting.

Prioritizing Effective Strategies

• The speaker emphasizes the importance of being selective with events attended, prioritizing time spent on effective client engagement over distractions.

• In January alone, significant financial success was achieved by focusing on well-executed basics rather than filling the schedule with meetings.

Embracing Minimalism in Approach

• Acknowledges that the goal is not to have a large team but to maintain an effective schedule that maximizes revenue while working independently.

• The speaker recognizes that having too many meetings can lead to inefficiency; thus, they aim for quality over quantity in client interactions.

Insights from Past Year Analysis

Learning from Previous Experiences

• Discussion highlights the importance of analyzing past performance to identify successful acquisition channels and plan actionable steps for improvement this year.

• Key takeaways include recognizing distractions and deciding against pursuing secondary products in favor of investing in existing client relationships.

Active Prospecting Techniques

• Recommends continuing active prospecting through LinkedIn connections made within one's network as an effective strategy for generating leads.

• Emphasizes personalized approaches when reaching out to known contacts, enhancing relationship-building efforts.

Continuous Improvement Mindset

• Acknowledges the need for ongoing refinement of outreach strategies while maintaining a consultative approach tailored to individual clients' needs.

Strategies for Client Acquisition and Engagement

Importance of Client Proximity

• Emphasizes the need to engage more closely with clients to stimulate market activity, warning that relying solely on existing client bases limits growth potential.

Effective Channels for Client Acquisition

• Highlights the significance of referrals as a primary acquisition channel, alongside exploring environments where potential clients can be met without overcommitting to numerous events.

Personal Engagement Tactics

• Suggests visiting local prospects personally as a method to build relationships, which may lead to further referrals despite being time-consuming.

Long-Term Relationship Building

• Discusses the cumulative advantage of slow prospecting, noting that well-established clients are less likely to leave, reinforcing the value of consistent engagement over time.

Leveraging Accounting Partnerships

• Proposes collaborating with accounting firms for events targeting their clientele, particularly focusing on businesses with higher revenue models like presumed profit companies.

Event Planning and Community Engagement

Identifying Target Audiences for Events

• Stresses the importance of mapping out potential venues and audiences for service offerings such as workshops or seminars related to investments.

Organizing Your Own Events

• Advocates for taking initiative in organizing events rather than merely attending others', allowing for better control over attendee demographics and outcomes.

Celebrating Women's Day through Events

• Shares past experiences organizing a successful Women’s Day event and considers replicating it while evaluating cost-effective strategies like charging entry fees.

Incorporating Wellness Themes into Events

Trends in Health and Wellness

• Notes rising trends in wellness initiatives among companies, suggesting that integrating health-focused activities could enhance event appeal and participation rates.

Addressing Mental Health Topics

• Recommends including discussions on mental health issues relevant to women over 40, such as burnout and menopause, potentially partnering with experts in these fields.

Event Planning for Women Over 40

Focus on Health and Wellness Initiatives

• Discussion on creating events tailored for women over 40, emphasizing their improved conditions and interests. The idea is to focus on health-related activities rather than mental wellness.

• Suggestions include inviting a medical professional to discuss women's health or organizing physical activities like stretching sessions led by a personal trainer or Pilates instructor.

• Reference to a successful "pet Pilates" event that attracted many participants, highlighting the importance of engaging themes that resonate with attendees' interests, such as pets and wellness.

Strategic Networking and Collaborations

• Emphasis on strategic planning in event organization rather than broad approaches. The speaker suggests targeting specific individuals who can contribute meaningfully to the event's success.

• Mention of leveraging connections within high-end architecture circles to attract affluent clients, proposing gift offerings as incentives for engagement.

Engaging High Society Connections

• Introduction of Andréia Kigai as a key contact who has access to high society networks. She could help identify potential investors or attendees interested in exclusive events.

• Personal anecdote about attending an etiquette workshop hosted by Andréia, which facilitated valuable networking opportunities and enhanced social skills related to dining etiquette.

Learning Through Experience

• Reflection on the benefits gained from participating in etiquette workshops, including practical knowledge about table settings that proved advantageous during social gatherings abroad.

• Announcement of an upcoming workshop focused on dining etiquette and hospitality at Andréia's home, promising an educational experience combined with cultural insights into various dining traditions.

Final Thoughts and Next Steps

• Encouragement for participants to engage actively in discussions about event strategies while acknowledging technical difficulties faced by some members during the meeting.

• Reminder for attendees interested in participating in future events to reach out regarding available spots or further information.

Event Planning and Sales Strategies

Event Details and Preparations

• The speaker confirms attendance at an event organized by Timo, highlighting excitement about the upcoming news and preparations.

• The event is scheduled for February 26th at Parque dos Príncipes, costing 375 reais, including four courses from 19:00 to 23:00.

• A new salesperson has been hired, but there are challenges in establishing daily meetings and effective communication with leads.

Challenges in Sales Process

• Concerns arise regarding the month of Carnival due to numerous holidays affecting lead responses; there's uncertainty about the effectiveness of calls made to leads.

• The speaker emphasizes that structuring a commercial film (sales process) is complex and requires understanding various tools for better management.

Hiring and Training Sales Teams

• It’s noted that hiring for sales teams is challenging even for larger companies with multiple SDRs (Sales Development Representatives).

• Growth depends on team collaboration; the new salesperson's integration into existing processes will be crucial.

Onboarding New Sales Personnel

• The importance of training before starting work is stressed; having a well-defined playbook is essential for onboarding new hires effectively.

• A CRM system must be implemented to provide clear guidance to new employees, preventing them from feeling lost upon entry.

Monitoring Performance and Feedback

• Tools like Spotter are recommended for listening to call recordings, which can help in correcting mistakes early on during training.

• Close supervision during initial calls is advised; hands-on support will aid in building confidence and competence in new sales staff.

Creating Effective Playbooks

• Emphasis on providing a manual or playbook that outlines key information about products (e.g., types of stones), ensuring new hires have resources readily available.

• Developing a comprehensive playbook with FAQs related to specific products will enhance knowledge retention among sales personnel.

Playbook Development and Operational Processes

Importance of the Playbook

• The playbook serves as a crucial resource for team members, providing guidance on how to handle various situations, including specific inquiries about products like "Pedra."

• A reference document should be created based on previous materials shared by Gabi, which will serve as an addendum to the main playbook.

Engaging with the Playbook

• Team members must thoroughly read and understand the playbook to effectively address common questions and operational procedures.

• The distinction between routine operational processes and commercial playbooks is emphasized; one focuses on daily tasks while the other guides behavior in sales scenarios.

Continuous Improvement

• It’s essential for individuals to know what is included in the playbook so they can direct others appropriately. If information is missing, it should be added promptly.

• Acknowledgment that updating and refining processes requires significant effort; dedicated time (e.g., during holidays) may be necessary for thorough revisions.

Transitioning Roles

• Discusses challenges related to transitioning responsibilities between employees, emphasizing the need for proper handover protocols.

• Concerns are raised about employee morale during transitions; some may react negatively if they feel their position is threatened.

Process Redesign

• Emphasizes that redesigning company processes often necessitates collaboration with external consultants who require detailed input from internal teams.

• Highlights that effective process design involves not just following existing frameworks but also adapting them to new scenarios and needs.

Structuring Communication

• Suggestion to structure initial communication steps clearly within the playbook, including greetings and response expectations.

• Encourages outlining specific daily tasks for team members in detail before addressing broader commercial strategies.

Sales Process Optimization

Understanding the New Sales Routine

• The focus should be on mapping out the daily activities of a new salesperson to ensure they understand their role and responsibilities.

• There is a distinction between technical knowledge (e.g., e-books) and practical sales skills, which may lead to confusion if not clearly separated.

• It's important for new salespeople to be briefed on past challenges faced by previous sellers to prepare them for potential issues in the sales process.

Crafting Effective Sales Presentations

• Emphasizing key questions that arise during the sales process can help streamline communication with leads.

• A comprehensive presentation should include project details, material curation, and technical measurements rather than just a simple budget estimate.

• Sending a well-crafted commercial presentation instead of just an estimate can elevate the perceived value of the proposal.

Enhancing Client Engagement

• Clients are less likely to open separate budget documents; integrating budgets into presentations increases engagement.

• Detailed breakdowns of costs within presentations can provide clarity and enhance client understanding of what is included in their proposals.

Strategic Budgeting Insights

• Providing clients with detailed scopes and inclusions helps establish trust and transparency regarding project costs.

• Presenting macro-level pricing alongside detailed attachments allows clients to grasp overall costs while still having access to specifics.

Differentiating Through Quality Presentation

• The effort put into creating detailed presentations is justified by the potential return on investment from high-value projects.

• Highlighting unique selling propositions (USPs), such as curated services, is essential for standing out in competitive markets.

• Utilizing platforms like Instagram as a portfolio showcases completed projects effectively, reinforcing credibility.

Presentation Strategy for Differentiation

Overview of Presentation Content

• The speaker discusses creating a simple, generalized presentation that highlights company experience and regional operations without delving into specific project processes.

• Emphasizes the importance of including an "Output Screen" in presentations to showcase what competitors typically do, such as sending budgets to clients.

Competitive Analysis

• Questions how "Mundo das Pedras" can justify higher pricing compared to competitors like "Pedras Brilhantes," focusing on differentiating factors.

• Warns against presenting products without highlighting unique selling points, leading to potential client confusion when comparing different services.

Client Engagement Challenges

• Discusses difficulties in scheduling meetings with clients to present proposals, noting that many architects prefer not to discuss budgets unless in person.

• Suggests that this lack of engagement may hinder differentiation from competitors who are more willing to send proposals directly.

Positioning and Value Communication

• Highlights the need for clear positioning within the market; many clients request proposals without understanding the value behind them.

• Argues that high-value projects warrant detailed discussions about strategy and differentiation before sending out quotes.

Collaboration with Architects

• Recommends inviting architects into budget discussions to enhance collaboration and ensure all parties understand the project's value proposition.

• Proposes joint meetings with architects and clients as a way to effectively communicate differentiators and build trust.

Overcoming Objections

• Advises on addressing client objections by emphasizing partnership rather than viewing architects solely as intermediaries or buyers.

• Encourages proactive communication strategies during meetings, ensuring all stakeholders are aligned on project goals and expectations.

Final Thoughts on Proposal Strategy

• Stresses the importance of presenting proposals collaboratively rather than sending them beforehand, which could undermine perceived value.

• Concludes by reinforcing that effective communication is key in establishing partnerships with both clients and architects for successful project outcomes.

Meeting Strategies and Client Engagement

Importance of Client Communication

• The speaker emphasizes the need for clear communication with clients, suggesting that before sending any proposals, they should be reviewed together to ensure understanding.

• A meeting involving all key stakeholders is crucial for conveying the development process and addressing client concerns effectively.

Educating Architects and Team Dynamics

• The discussion highlights the importance of educating architects about project dependencies to foster a collaborative environment.

• There are challenges in project management due to limited resources, which can affect team dynamics and project delivery.

Seizing Opportunities in Marketing

• The speaker encourages proactive engagement with potential clients by reaching out through various channels, emphasizing the importance of persistence.

• Convincing presentations are vital; using engaging storytelling techniques can captivate clients just as effective social media content does.

Maintaining Motivation Amid Challenges

• Despite facing setbacks in business performance, maintaining a positive attitude is essential for success.

• The speaker stresses that being proactive and energetic is critical; complacency can lead to failure.

Project Presentation Techniques

• Simplifying presentation materials while ensuring clarity is important; overcomplicating designs can detract from their effectiveness.

• Effective use of visuals in presentations helps convey ideas better than text-heavy slides.

Understanding Client Needs

• Engaging clients with relatable examples (like kitchen designs or material choices) enhances their understanding and appreciation of proposals.

• Presentations should be structured logically to avoid confusion; each element must be clearly defined to facilitate client comprehension.

This markdown file captures key insights from the transcript while providing timestamps for easy reference. Each bullet point succinctly summarizes discussions relevant to client engagement strategies, team dynamics, marketing opportunities, motivation maintenance, presentation techniques, and understanding client needs.

Project Execution and Client Engagement

Importance of Lighting in Design

• The speaker expresses a strong appreciation for incorporating lighting into home design, suggesting that it enhances the overall aesthetic and functionality of spaces.

Budgeting Insights

• A project budget of 59,000 reais is mentioned, questioning whether this investment was worthwhile. The speaker implies that effective budgeting can lead to satisfactory outcomes.

Presentation Techniques

• The speaker compares client presentations to wedding planning, emphasizing the importance of engaging clients through well-prepared meetings rather than just sending budgets.

Personal Experience with Vendors

• A personal anecdote is shared about hiring a more expensive audiovisual vendor due to their compelling presentation style, highlighting how emotional engagement can influence decision-making.

Client Interaction Strategies

• The necessity of captivating clients from the initial presentation through to project completion is stressed. This includes maintaining high standards throughout the process.

Challenges in Client Pricing Expectations

Preference for In-Person Meetings

• The speaker notes a preference for in-person meetings over online ones, as they allow clients to experience materials firsthand, which can enhance trust and satisfaction.

Price Sensitivity Among Clients

• There’s an observation that many clients focus solely on price when making decisions, often leading to stress during negotiations as they seek lower costs without considering quality.

Negotiation Dynamics

• It’s noted that wealthier clients may leverage their financial power during negotiations, pushing for discounts while being aware of their impact on service providers' margins.

Material Selection Process

• After finalizing budgets, clients often delay material selection until after contracts are signed. This behavior indicates a disconnect between pricing discussions and actual project execution.

Final Thoughts and Audience Engagement

Closing Remarks

• The speaker concludes by inviting further discussion or questions from participants, indicating an openness to dialogue and collaboration within the group setting.