Running a 4Sight Tour/Programme

I've noticed quite a few people on here seem to either have ongoing 4Sight programmes which they deliver to a variety of groups in series, or have done this in the past; and it's something I've been thinking about putting together for a good few weeks now.

On thinking about this I thought it might be a good discussion to have if those who have either done this or seen it done could share their advice and observations about running this kind of "tour"; whether it's choosing the right subject matter, handling feedback, the logistics of actually doing something like this etc etc.

So, do any of the more seasoned guys on the 4Sight "circuit" have any gems they'd be willing to share?

go for it Mike .... not many web designer 4sighters (we're all geek, no speak). I have done a few 4sights but due to time constraints I never manage to go far.

Jwell holds the record... No sleep till Swondon tour... tips Julian?

Go for it Mike. Here's my story...

Nov-07: Katie Dobson GL at Monmouth asks me to a 4SS. I say "not my kind of thing don't like public speaking". I get home and reflect and think...hang on...this is a superb marketing opportunity.
Dec-07 - my very 1st 4SS at 4N Monmouth.
Jan-08 - 4SS becomes part of my marketing strategy for 2008. I PM'd all the GLs within 30 miles asking for a gig.
The rest is history. I extended my catchment area to 60 mile radius and by end of 2008 I had done 45 slots from Cardiff to Newbury and Swindon to Solihull.
Q1 2009 I updated the 4SS and pulled in the groups I missed in '08 and was even asked back to some groups! Current total is around 52.

Results:
1. Of my current customer base around 40% are a direct result of the 4SS tour.
2. Other customers have come to me indirectly as a result of people seeing the 4SS and recommending me.
3. Currently talking to 4-5 warm-ish leads who want to use me in the medium term.
4. Rapidly accelerated brand and reputation building across the network. That happened in months not years.

Your questions:
Logistics - easy. Pick your target groups, PM the GLs. Book the slots. If your 4SS is good word will spread and GLs will start coming to you.
Subject matter - make it relevant and non technical. It's only relevant if it adds value. If it's on a web related topic keep it top line and fill it with nuggets of useful information that people can go away and use. If you see people scribbling notes thats always a good sign. Review the 4SS after each gig, what worked and what didn't, and refine it if necessary.
Handling feedback - Q&A at end is normally brief and only rarely will someone make a tw*t of themselves by trying to catch out the speaker!

Hope this helps! JFDI.

Thanks for that Julian, some great advice that is making me want to do this more and more. Do you think it'd be better to start small scale locally or to just go for it and start a country-wide trek?

Depends on time and budget available Mike and also your growth plans.
If you're just starting out and need to expand customer base as I said it's a great way to accelerate this process, particularly as you can work with customers virtually (I assume).
If you've got a decent customer base already and just need to grow it less quickly then obviously doing 4SSs can be time consuming, particularly given your location. I'm lucky as I've got 50 odd groups within 1 hour's drive.

Regards to the North East by the way. I grew up in Stocksfield but as many 4Ners will attest have no trace of a strong Jimmy Nail type Geordie accent (and no, I didn't go to public school).

"Regards to the North East by the way. I grew up in Stocksfield but as many 4Ners will attest have no trace of a strong Jimmy Nail type Geordie accent (and no, I didn't go to public school)"

I reckon you just hide it well Julian!

Great, another Sting

Yes, it's to fit in with these southern softies in Cheltenham where regional accents are actually banned, it's a local bye law. Ye knaa what ah mean leik. Eeeh man, ahm gannin te the booza. Whees i' the netty?

JW how did you get over the public speaking not being your kind of thing?

Its not my kind of thing either, I know my stuff and am passionate about it, but when theres an audience........ arghhh it doesnt seem to quite come out right (understatement) and all the best laid plans went to pot.

Mike you mean lol

I did do it, but I'm now looking to improve my skills

Mike - come up to Cheshire with £100, and I'll make you a 4sight superstar! If you don't like your day, keep your cash in your pocket. Check out "pauls sales tips" on 4n forum. If you can't find it, google it. I'll having you delivering like Richard Burton by the end of the day. I just love teaching you guys how to stroll up to the stump and hit a six. Have a look at my website. It's a skill and confidence that will spill over into real life.

Mike, am looking forward to hearing you out on tour! As you can tell I have finally got my arse in gear and started chatting online...quite enjoying it as it turns out. Thanks to encouragement from paul ainscow & you! See in shields on friday Best Andrew