In a prior blog I introduced you to the Cliffhanger close. Just one example of how you can leave your audience wanting more. I feel like to we need to start this follow up with some clarification though.
If you’re an entrepreneur, or a business leader – which I’m assuming you are if you’re reading this, you probably have a vision in your mind when you hear the word Close. Am I right?
I want to be very clear. When I talk about effective closes, I am not talking about selling. I’m talking about the end of a story – the closing act. If we think about an event, whether a training session, a retreat, a workshop or course, all events should have an open, and middle and a close. Just like a good story. And in a good story the role of the close is to wrap up, bring the pieces together, make sense of it all and to conclude.
Similar to closing arguments in a trial. The close of your event will highlight all of the important content, review what took place earlier and connect the dots.
So, now that we’re clear that I’m not talking about closing a sale, let me add – a really good close could lead to further sales. Tricky right? Take the cliffhanger close for instance. The goal is to leave your audience wanting more, coming back for the next piece of the puzzle. Your next program offering. Sale made.
Other forms of closing an event may have different goals. For example, when you go to see your favorite band, do they play their most popular song right out of the gates? Probably not. They may play their current #1 hit, hugely popular and a crowd favorite. But that one song, the one everyone is dying to hear … it’s the encore.
The Encore Close
An Encore close is very effective when it’s set up properly. When your audience is primed and ready for it. The encore close can be teased from the start to build anticipation.
For instance you may have a piece of content that you are well known for, or a new tool that ties all elements of your program together. You elude to this tool throughout your program. You talk about it in the marketing for your program. Customers share stories about how great the tool is. And you wait until the very end to introduce this magnificent tool. It helps your audience bring all of their ideas and thoughts together. It’s what they’ve been waiting for. And it solidifies their learning and their decision to attend.
That’s a powerful close.
The Reflective Close
While far less dramatic than the Cliffhanger or the Encore, a reflective close is a great way for your audience to take inventory of everything they have learned and how they will apply the learning.
A reflective close generally happens in three parts:
- Facilitated review
- Individual recall and recording
- Sharing and committing
A reflective close is especially effective when participants need to be able to recall information in the future. The act of reviewing course materials, writing down key points, reflecting on future use and intentions and putting voice to these intentions is incredibly beneficial.
The Story Close
Storytelling is very impactful in the learning process. The story close can be used in a couple of different ways. I like a combination.
Begin the story close with the facilitator or speaker sharing a story that ties together the key elements and learning points of the program. It should be personal and real. The story may be about the observed changes in the participants since the start of the program. Or it may be a story of your own journey to this point and how this content brought you here.
The second way the story close can be used is through the experience of the participant. Give them time to reflect and then share the story of their own transformation and how they will use the new knowledge moving forward. Provide framework for them to build from. Depending on your content you may use some version of this framework.
- The challenge that brought you here today.
- What you wanted to change.
- Three things that you learned that will help you overcome that challenge.
- Your next steps to moving past the challenge and creating the change you want.
I have just dedicated two articles to designing an effective close for your virtual event. And the sad truth is, most course, workshops, even retreats never employ an intentional close. Why? Well, partially because it was never part of the program design. But more often it’s because the facilitator runs out of time or more accurately doesn’t plan enough time for a proper close.
I want to challenge you today. The next time to host an event, prioritize the close with the same conviction you prioritize your most valuable content. Planning your close should never be an after thought. Because an effective close will help assure that your audience actually remembers that valuable content after they leave the room.
