Client: Stacey Maurer, Estate Attorney
Program: Building Your Business from the Stage™
Location: Miami, 2016
Overview
In my keynotes, my corporate consulting, and my Building Your Business from the Stage™ program, I teach one core principle:
Your story is not a liability. It is your greatest advantage.
This case study highlights how one estate attorney transformed her presentations, increased her revenue, and built long-term resilience using the principles of Invitational Selling™.
Before We Begin: The Core Lesson
One of the very first things we teach in the program is the importance of sharing why what you do matters, not only for your clients, but why it matters to you personally.
Your “why” creates connection, trust, and emotional resonance long before you ever make an invitation.
But, like many high-credibility professionals, Stacey struggled with this part of the process. She worried that being vulnerable might make her appear less authoritative. Specifically, she avoided telling the audience that she became an estate attorney, in part, because she experienced bullying growing up.
Even though she knew this story belonged at the beginning of her talk, she chose not to tell it.
Client Challenge
Stacey Maurer attended my Selling From the Stage workshop in Miami 2016. She understood the material, the structure, and the psychology of a strong presentation.
But her personal “why” remained the hardest part to share.
What Happened Next
A week after taking the program, Stacey delivered a talk titled “Are You Good To Go?” This presentation was designed to educate her community and promote her estate planning services. Fifty-nine people attended.
She gave her talk, but her personal story stayed hidden until the very end, when an attendee finally asked:
“Why do you do these presentations?”
The question forced the moment she had been avoiding.
Stacey took a breath and shared her true motivation:
- She had been bullied growing up.
- She now works to help families avoid conflict, fighting, and emotional bullying that often erupts after a death.
When she finished, the room went silent.
Then…
The applause began.
Sustained. Genuine. Unexpected.
She was so surprised she curtsied.
And then the business impact hit.
The Results
• 6 new clients that night
• 3 additional appointments in the following days
Her message didn’t just resonate, it converted.
Here is Stacey’s complete testimonial exactly as she wrote it:
“I recently attended the Selling from the Stage workshop in Miami. One week later I did a presentation in our community called ‘Are you Good To Go?’. Basically we sell our services from the stage.
At the end of my presentation an attendee asked me why I did these presentations. I knew I should have included that in my introduction but I had fought including it because I worried that no one would want a lawyer that admitted they had been bullied when they were younger.
So I did it! I took a big breath and told 59 strangers that I had been bullied growing up. My law firm creates solutions to help families maintain relationships and prevent litigation and bullying that often occurs after there is a death in the family.
The room went quiet and I stood there and felt really uncomfortable, and then they clapped, and clapped, and clapped. There wasn’t much clapping at the workshop so I wasn’t really sure what to do, so I curtsied.
I cannot put into words how cool it felt to have people clap like that. Plus, I booked 6 clients that evening and 3 more have made appointments since then.
So there are two things to learn from this:
A. If Dennis tells you to do something, you probably should, and
B. Take Dennis’s workshop because it really works and will make you money!”
— Stacey Maurer, Estate Attorney
Long-Term Impact
Four years later, during the height of the 2020 pandemic, Stacey reached out to our team again with this message:
“I took your course in 2016. After all these years, I still believe that this was the best course I ever invested in.
It is probably one of the biggest reasons I have cruised through this pandemic!”
While many estate attorneys struggled to stay afloat, Stacey thrived.
Her clarity, confidence, and signature story, combined with the Invitational Selling™ framework, gave her a message that stood out even in the hardest of times.
Why This Case Study Matters
Stacey’s success demonstrates the transformative power of:
- Sharing the story you are afraid to tell
- Leading with authenticity instead of perfection
- Using a repeatable, strategic presentation system
- Connecting before offering
- Applying Invitational Selling™
- Showing why you do what you do, not just what you do
Her breakthrough was not luck. It was alignment between her message, her mission, and her authentic invitation.
Want Results Like This for Your Organization?
If your team needs to communicate with more clarity, confidence, and authenticity, the Building Your Business from the Stage™ program or my corporate workshops can help your organization connect, communicate, and convert at a higher level.
Learn more or book Dennis:
📍 Website: www.denniscummins.com
📞 Phone: 800-630-6136
🎥 Vimeo Demo Reel: https://vimeo.com/942752169?fl=ip&fe=ec
About Dennis
Dr. Dennis Cummins is a top rated keynote speaker, bestselling author, and communication strategist. As the founder of Pro Speaker Academy and Co-Chair of the C-Suite Network Corporate Speakers Council, Dennis helps leaders and teams communicate with clarity, confidence, and authentic impact.
He is best known for Invitational Selling™, his signature framework that teaches professionals how to build trust, inspire action, and create meaningful results without pressure or persuasion. Through keynotes, corporate consulting, and his Building Your Business from the Stage™ program, Dennis empowers organizations to elevate their messaging, strengthen their culture, and drive performance in an ever-evolving business landscape.
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