August 4, 2023 • 23 mins
In this episode, Tara reveals a behind-the-scenes look at the inner workings of putting together a signature sales presentation (webinar). She includes secret ninja tricks that most people aren't revealing. Check it out here.
About Me:
My name is Tara Bryan. I help business owners break into the next level of success by packaging their expertise into an online business. It's my passion to help you find the fastest path to results to create a greater impact and income for you and your tribe.
This podcast is 100% focused on support, tips and example sharing, and building a community of online business owners who are passionate about building awesome learning experiences.
We do that by building engaging, motivating, gamified, and learner-centered online experiences. We come up with ideas and strategies to ensure that our learners can thrive and succeed using our packaged products.
To learn more:
Find us at https://www.taralbryan.com
Here are two ways we can help you grow and scale your online course-powered business:
1. Want to package or pivot your business online? Download our free Step-by-Step guide to get the exact steps you need to create an online business.
2. ALREADY HAVE AN ONLINE BUSINESS & READY TO INFINITELY SCALE?
Download our free 50 Ways to Engage Your Customers guide or Schedule a 15 minute call with Tara to talk about our offers that will help you master the game.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Unknown (00:00):
Everybody, welcome to this week's episode of the
course building secrets podcast.I am thrilled that you're here
today. Hey, in this episode, I'mgoing to go a little bit behind
the scenes and share with you alittle of our launch strategy.
So one of the things that Ithink is so powerful about being
able to speak to you guys, inthis podcast on the YouTube
(00:21):
video, and all of the things isthat we're able to share our
best practices, both what we'redoing with clients, as well as
what we're doing in our ownbusiness. And so hopefully, it
serves you because it's nottheory, it's not information,
it's really actionable tips thatwe're applying all the time,
again, both in our business andalso for our clients. So today
(00:43):
is no exception. So I want tomake sure that, that I dive into
a little bit of the detail ofhow we're doing this launch that
we're working on right now. And,and some different pieces that I
think will will help you Hey,and if you like these episodes,
both on the podcast and onYouTube, we'll give us a like a
(01:04):
subscribe a rating, whereveryou're listening, however you're
seeing it, go ahead and and justclick on or whatever it is, you
can click on that lets you know,it lets us know that you
appreciate what we're doing.Because obviously, we love
giving you this free content.
But we want to know that you'relistening. Alright, there you
(01:26):
go. I'm gonna jump right in.Okay, so today I want to talk
about your signaturepresentation. And what that is,
sometimes people call it awebinar or workshop or a
challenge or whatever else. Butbasically what it is, is kind of
the
the initial training that youare doing to help somebody make
a buying decision. So they'vecome into your world in one way,
(01:49):
shape, or form, either throughthis challenge, or training,
right, they're interested inattending because they like what
you have to say, or they've comein through email list or
something else. And, and so whatthis is doing is helping them
understand what it is that youdo, how you like, what your
(02:09):
approach is, what yourmethodology is to the problem to
the solution that that givesgives them the solution to the
problem that they have. And thenwhether or not they want to work
with you in a purchasingcapacity. So your signature
presentation is really all aboutthat. Usually, we recommend
doing one main signaturepresentation, you could have
(02:30):
some variations of it. Butusually you're just doing one
that is
teeing up what it is that yourphilosophy is the methodology,
and then giving them aninvitation to continue working
with you.
Okay, so that's the frame inwhich I'm talking about today.
So again, you could call it aperfect webinar, or you could
(02:52):
call it a signaturepresentation, doesn't really
matter what you call it, butit's basically that kind of
initial piece of training or
content that you're giving tohelp them one solve kind of one
immediate problem, and thenbasically ask them for a broader
commitment. Okay, so a lot oftimes when people approach this,
(03:16):
when they aren't used to thisgame is that it's just a
training session, right? You'rejust giving some training some
high value content, and thenyou're going to ask them for the
sale at the end. And then andthen hope that they buy right.
And, and so one of the things Iwant to share with you today is
sort of the strategy behind howyou put something like this
(03:37):
together, because it's not justshowing up and sharing
information. The point is, yes,you want to elevate your status,
right? You want people to seethat you have experience and
that you know what you'retalking about, right, that
you're actually not just, youknow, like an overnight expert,
(03:57):
right. And so that's superimportant. However, what you
don't want to do is give toomuch training, because that's
not actually going to help themsolve the problem. What's going
to help them solve the problemis giving them the belief that
if solving their problem ispossible, because remember where
(04:18):
they are on the journey asthey're just sort of at the
first place where before theysigned up for your thing,
they're either wandering around,kind of hoping that somebody is
going to come into their worldsgive them the answer that
they're looking for. Right? LikeI have a problem. I don't know
how to solve it. I wonder ifthere's anyone out there who
could help me. I could sort ofthe mindset that they're in, or
(04:42):
they're like, I don't even knowwhat questions to ask, but I
know that something's notworking. Which direction do I
go? How do I move forward,right. So remember, whenever you
are working on some sort ofproduct or service, it's an
answer to a problem.
Somebody has, right? It's notjust like, I'm an expert, and I
(05:02):
want to like just give youinformation, that's not actually
going to sell or build yourbusiness. So you need to be
solving the problem that peopleare wandering around hoping that
somebody is going to provide ananswer for them. And then the
next step is to put it into somesort of framework, that that
allows those people to not onlyidentify that they have a
(05:24):
problem, and that you're theperson to help them solve the
problem.
But that it's going to be easyfor them or possible for them to
solve the problem. So with that,there are sort of some key
pieces that you put together,outside of the teaching
elements. And and then they helpkind of frame what the teaching
(05:47):
element should be, because youdo want to get a lot of value in
the training that you're doing.But the value is a little bit
different than you may think.Right? It's not just like giving
them information or giving thema formula, it's actually taking
them on a journey. So the veryfirst thing is that you want to
(06:07):
be very clear about what yoursolution is, what your vehicle
is, right? Like how you can helpsolve that problem. And what
that looks like. The mostsuccessful ones are the ones
that have some sort ofmethodology framework, something
that's packaged, right. It'sthe, you know, Tara's
(06:28):
methodology to this, right,like, it's, it's an actual,
it feels like it's a physicalmanifestation of an outcome.
Right? So that's the very firstthing that you want to do. So if
you can give them the beliefthat that the this vehicle that
you have this solution, thisproduct or service, is the
(06:51):
answer that they're looking for,that's going to solve their
problem faster and better andeasier than anything else, then
they're going to buy, right. Andso that's the first
identification is what what isit that you need to sort of
package and talk about, in orderto get them to believe that
(07:13):
you're, you've got the bestoption for them. Because that's
what you need to believe. Now,if you don't believe that, then
you need to do the work firstand make sure that you have a
solution that you believe in sostrongly that you know that it's
the fastest, the easiest, andthe best solution for somebody
to solve the problem thatthey're wandering around having.
That's the first order ofbusiness. So if you haven't done
(07:33):
that, then you need to do thatfirst. And that doesn't mean you
have to totally build it out.But it means that you have to
have the strategy for what yourframework is what your
proprietary methodology is,because that's what people are
paying for. Right, they'repaying for the fastest path to
success. They're not just payingfor you to give them information
(07:55):
that's not valuable for them.And so that's the very first
thing if you don't believe that,then you have to believe it
first, before you can help otherpeople believe it. But the goal
is that you are helping them seethat your vehicle, your
framework, your methodology,your product or service,
whatever it is that you areselling, is the way that they're
(08:16):
going to get to the answer thatthey're looking for. Okay, so
work on that first, and, andreally feel confident that this
is the solution, they can't getit anywhere else. If they go
somewhere else, it's going tocost them more time cost them
more money, and and whateverelse. Right? So that's the very
first order of business, thenthe way that you're going to
(08:39):
structure your presentation isactually not in teaching
elements, right? So a lot oftimes, we'll do you know, the
three secrets, or the threeitems, or the three, this or the
three that right? There's awhole kind of psychology behind
the rules of three I'm not gonnatalk about today. But typically,
you have about that much timeand people think in the in in
(09:02):
terms of threes. So, threesecrets, three tips, three
strategies, three mistakes,whatever it is, right?
Typically, that's how you'regoing to frame up your
presentation. You don't have toall the time, but any more than
three, you don't really havetime and you less than three,
(09:22):
then you're not actually goingto tee up the three things I'm
going to tell you are thesecrets to being able to move
somebody to make a good buyingdecision that they feel
comfortable with. Okay, so thereare three main sort of beliefs
or objections that you need toovercome that people have around
(09:43):
the vehicle that you're selling.So around the answer to their
problem. So there's three mainkinds of things that people trip
up against. One is, do theybelieve that your solution or
the solution to their problemwill help them
Right. So it doesn't even needto be your product or service at
that point. But like, do theybelieve that there's a solution
(10:06):
to their problem? And do theybelieve that it's possible to
fix whatever they're dealingwith?
That's the first sort of falsebelief that you need to
overcome. Because that's what'sgoing on in their head is I have
this problem. I don't know, ifit's solvable. I, I'm
overwhelmed. I don't know whatto do blah, blah, blah, all the
things. And so that is a veryfirst order of business is how
(10:29):
do you help them see that thissolution is going to move them
from point A to point B.
So that's your first job is toovercome that false belief that
this vehicle this, this solutionwill or will not work for them?
Okay. So that's the first thingthat you're teeing up, as, is
(10:53):
kind of the teaching element isyou're teaching them to go from
this false belief to havingbelief that this is possible for
them. So it's all about buildingthe possibility that this option
will work for them.
It's not teaching them theframework and and you know, the
(11:15):
six components and what they allare, and going into detail about
all the things right, it'steeing it up, but it's not.
You're not teaching each of thesteps, right? So this is the
what and the why not the how,the how comes in then purchasing
your programs. So it's why is itimportant? What is it around the
(11:35):
wrapper of this being what'spossible for them? type. So
that's the first thing. Thesecond thing is you have to work
through their internal falsebelief that it's not something
that they can do, right? There'ssome
internal challenge that they'relike, Well, that may work for
(11:56):
other people, but I don't knowif I can be successful with it.
Right, for whatever reason. Andso you have to help them bridge
that gap. Where, you know, can Ido this? Is it possible for me,
I know, this works for otherpeople, but I don't know if I
can do it. So you have to helpthem jump over that hurdle,
(12:16):
which is giving them
you know, examples, casestudies, stories, different
things that help them see thatother people like them, have
also, who had that problem, alsohave been able to overcome the
challenge. And so that's theinternal belief, false belief
(12:39):
that needs to happen throughoutthe presentation is to move them
into it's possible. And not onlyis it possible, but if other
people can do it, I can do it.And that's, that's the goal is
to get them to that place. Bythe end, they're like, I can do
this, this is possible. If thatperson can do it, I can do it.
This isn't as hard as I've madeit out, in my mind to be. That's
(13:03):
that second kind of false beliefthat you need to tip over in the
middle of this presentation.Then the third one is the
external false belief. And thisone is, okay, well, I believe
that this is the right solutionfor me, I believe that I can do
it. But there's some sort offorce outside of me, that's not
(13:25):
going to let that happen. Time,money, technology, all of those
different things are great,
great things to look at to seeis that what's in in the way of
somebody making a decision tosolve their problem, right? I
don't have time I'm alreadyoverwhelmed. There's so many
things going on in my businessin my life. I know I can't
(13:48):
devote the time to this, right.That's a that's an external
belief.
Tech, I don't have the righttools. I don't understand
technology. I don't want tolearn technology. I know I can't
do this until I master that. I'mgoing to put it off right, I'm
not going to make a decisionbecause that just seems
overwhelming to me. That's a anexternal false belief.
(14:13):
And then money, right, I don'thave the money, I don't have the
ability to pay for a solution tothis problem. So all those are
examples of external falsebeliefs. And so your job is to,
again get them from point A topoint B to they believe right
now that those are their hurdlesthat they cannot move forward
(14:35):
because they've got theseobstacles in the way your job is
to tip them over and get thempast the obstacles past those
hurdles, so they can moveforward. And so these are the
the strategic elements that needto go in each one of your
signature presentations, so thatyou can help people
(14:57):
not only know that this is theright solution
for them, and that it's possibleto solve the problem that they
have. But to get them past theirsort of
level of inertia, right? Like,we all have something that
stands in our way of movingforward and taking things to the
level that we really want to beoperating at, right. So if
(15:21):
there's a problem that you have,you're, you're usually trying to
solve the problem. But there's ahuge gap between wanting to
solve the problem and actuallysolving the problem. And so the
people who are able to make abuying decision, have the
ability to see how each one ofthose false beliefs or
(15:41):
objections can be eliminated toget to their outcome. Now, if
somebody's pain is really,really strong, that strategic,
the strategic points I just wentover are less important. They're
all important, but like lessimportant, because that pain is
so strong that they have theinternal motivation to to solve
(16:02):
that pain. But most of the time,80% of the time, people need a
little bit of help to realizethat it's possible and not as
hard as they're making it out tobe, right. And so that's what
that signature presentation is.Now within each of those, you're
actually teaching, right, you'regiving stories, you're giving
case studies, you're helpingthem have a couple of sort of
(16:26):
fast wins for each of the thingsthat your teachings, so they see
that it's possible, they seethat they can apply it to their
world and move things forward.But the whole thing isn't about
teaching. And I think that wasone of the things that I really
had to learn in this wholeprocess, when I started this,
when I started kind of studyingthis years ago, is that I'm an
(16:49):
actual teacher, right? Like,that is my thing. I love
teaching, I love training, Ilove designing training, I love
doing all of those things. Butthe you know, and I was like,
Oh, I can teach all day, likeit's no problem, blah, blah,
blah, I'm really comfortablewith that. But the sales
process, the moving aprospective buyer to purchase is
(17:11):
not just about teaching andshowing that you have that
knowledge, it's about bringingthem along on the journey and
meeting them where they are. Andwhere they are, is they have a
problem. And they don't knowwhether or not they can trust
you, you have the solution. Andif you're able to help them move
(17:34):
forward, right. And so that'syour job in this in this initial
presentation, if they havesigned up to to, you know, spend
some time with you, your job isto help them move from point A
to point B. And where they areright now in the journey is just
looking to see if they can makea buying decision with you like
(17:56):
do they trust you? Do they likeyou? Do they think that you're
the person that's going to helpthem? And if they're not, then
you say great, like, you know,keep looking, somebody will be
able to help you don't try andhelp everyone, but be very
specific about helping them moveover their hurdles. So hopefully
(18:17):
this serves you because I thinkthat a lot of times,
well, I mean, we deal with thiswith our clients all the time.
And even you know, yesterday, Ihad to go through this activity
because I'm doing this, thisact, this presentation. For my
program, I had to go and sitdown and do this activity again.
(18:37):
Right. So every single time I doa presentation, I go in and I
look at, okay, what's thevehicle? You know, what's, what
are the false beliefs that Ineed to help my my prospective
customers see in order to make abuying decision? And what
objections are they going tohave? Right? Like, what are the
things that they're tripping upagainst? That may cause them to
(19:00):
say, well, I don't know if nowit's the right time. I don't
know if I have the the finance,I don't know if it's a priority,
like all the things right. Andso I literally every single time
I do this, I go back and I lookat those because again, I like I
said earlier, for me, it'sreally easy to teach, I have
frameworks. I have anoverarching methodology. I've
got insights and ideas and allthe things if you've listened to
(19:23):
the podcast, like you know,right, like, I, I have lots of
knowledge. I've been doing thisfor, you know, 20 plus years.
And so my tendency is just toshow up and serve and teach. And
so for me, it's a disciplinedhabit for me to to look at it go
Okay, so what's my objective?How can I help my prospective
(19:46):
customers see how valuable it isbecause we have the tools to get
them from point A to point B.And so they don't need to be,
you know, having thatchallenging or they don't have
to be having that problem.
But my job is to help them moveforward. And stop kind of stinks
stuck, right. And so, so again,like I do this each and every
(20:11):
time. So yesterday, I spent theafternoon, just going through
and validating that I had theright pieces in place. So then I
can wrap that around thetraining. So when I asked for
the next step, people will knowthat either it's for them or not
for them, right, now's the righttime, or now's not the right
(20:31):
time. This is the place to puttheir investment dollars or it's
not right, they can make aneducated decision, because they
have all of the information andexamples of how other people
have overcome those challenges.So hopefully, this serves you,
obviously, we go a lot deeper inthis in the coaching and
(20:54):
programs that I offer. Becausethis is a key strategy in your
customers journey. When you helpthem, help them kind of, you
know, get over that place oflike having the problem and that
you have the solution. And themore you can frame out the
vehicle, the solution, theproduct or service that you
offer, the more clarity you givethem on the roadmap that they
(21:18):
have to go through their theSuccess Path, whatever you want
to call it,
the easier it is for them tohave the confidence that they
can come into your program andget results, right because
there's something specific thatthey're going through, and they
can see it. So even if this isyour beta, and you're doing it
for the first time, you don'tactually sell it without having
(21:40):
your signature framework, yoursuccess path, your your
methodology, whatever you wantto call it, I don't care what
you call it, without having thatdialed in and set that as the
very first order of business isthat you do not just like decide
you're gonna do a new topic or anew course or whatever you're
working on, and throw it outthere without having that that
(22:03):
signature framework setup. Andso again, these are the things
that we're working on a lot inthe learning experience. And
kind of the private clients thatI work with is getting this out
of your head and getting it intoa packaged program or a packaged
product. Even if you're doingone on one that allows you to
(22:27):
start to develop your systems sothat you can grow and scale as
quickly as possible. If you'reinterested in that, just give me
a shout. There are lots of waysto get a hold of me you can go
out on the website TLSlearning.com. And and that you
can just schedule a meeting withme right there, or jump into one
(22:48):
of our programs. Or if you wantto see this in action, you can
show up to one of the signaturepresentations. But hopefully
this serves you and hopefullyyou were taking notes because
these are very strong goldennuggets that a lot of people
aren't talking about becausethey they aren't sort of sharing
(23:10):
that right it's it's the ninjatricks of how you sell how you
get your prospects to reallyunderstand and want to be a part
of what you're doing. So thereyou go. Have a great day.
Everybody, welcome to this week's episode of the
course building secrets podcast.I am thrilled that you're here
today. Hey, in this episode, I'mgoing to go a little bit behind
the scenes and share with you alittle of our launch strategy.
So one of the things that Ithink is so powerful about being
able to speak to you guys, inthis podcast on the YouTube
(00:21):
video, and all of the things isthat we're able to share our
best practices, both what we'redoing with clients, as well as
what we're doing in our ownbusiness. And so hopefully, it
serves you because it's nottheory, it's not information,
it's really actionable tips thatwe're applying all the time,
again, both in our business andalso for our clients. So today
(00:43):
is no exception. So I want tomake sure that, that I dive into
a little bit of the detail ofhow we're doing this launch that
we're working on right now. And,and some different pieces that I
think will will help you Hey,and if you like these episodes,
both on the podcast and onYouTube, we'll give us a like a
(01:04):
subscribe a rating, whereveryou're listening, however you're
seeing it, go ahead and and justclick on or whatever it is, you
can click on that lets you know,it lets us know that you
appreciate what we're doing.Because obviously, we love
giving you this free content.
But we want to know that you'relistening. Alright, there you
(01:26):
go. I'm gonna jump right in.Okay, so today I want to talk
about your signaturepresentation. And what that is,
sometimes people call it awebinar or workshop or a
challenge or whatever else. Butbasically what it is, is kind of
the
the initial training that youare doing to help somebody make
a buying decision. So they'vecome into your world in one way,
(01:49):
shape, or form, either throughthis challenge, or training,
right, they're interested inattending because they like what
you have to say, or they've comein through email list or
something else. And, and so whatthis is doing is helping them
understand what it is that youdo, how you like, what your
(02:09):
approach is, what yourmethodology is to the problem to
the solution that that givesgives them the solution to the
problem that they have. And thenwhether or not they want to work
with you in a purchasingcapacity. So your signature
presentation is really all aboutthat. Usually, we recommend
doing one main signaturepresentation, you could have
(02:30):
some variations of it. Butusually you're just doing one
that is
teeing up what it is that yourphilosophy is the methodology,
and then giving them aninvitation to continue working
with you.
Okay, so that's the frame inwhich I'm talking about today.
So again, you could call it aperfect webinar, or you could
(02:52):
call it a signaturepresentation, doesn't really
matter what you call it, butit's basically that kind of
initial piece of training or
content that you're giving tohelp them one solve kind of one
immediate problem, and thenbasically ask them for a broader
commitment. Okay, so a lot oftimes when people approach this,
(03:16):
when they aren't used to thisgame is that it's just a
training session, right? You'rejust giving some training some
high value content, and thenyou're going to ask them for the
sale at the end. And then andthen hope that they buy right.
And, and so one of the things Iwant to share with you today is
sort of the strategy behind howyou put something like this
(03:37):
together, because it's not justshowing up and sharing
information. The point is, yes,you want to elevate your status,
right? You want people to seethat you have experience and
that you know what you'retalking about, right, that
you're actually not just, youknow, like an overnight expert,
(03:57):
right. And so that's superimportant. However, what you
don't want to do is give toomuch training, because that's
not actually going to help themsolve the problem. What's going
to help them solve the problemis giving them the belief that
if solving their problem ispossible, because remember where
(04:18):
they are on the journey asthey're just sort of at the
first place where before theysigned up for your thing,
they're either wandering around,kind of hoping that somebody is
going to come into their worldsgive them the answer that
they're looking for. Right? LikeI have a problem. I don't know
how to solve it. I wonder ifthere's anyone out there who
could help me. I could sort ofthe mindset that they're in, or
(04:42):
they're like, I don't even knowwhat questions to ask, but I
know that something's notworking. Which direction do I
go? How do I move forward,right. So remember, whenever you
are working on some sort ofproduct or service, it's an
answer to a problem.
Somebody has, right? It's notjust like, I'm an expert, and I
(05:02):
want to like just give youinformation, that's not actually
going to sell or build yourbusiness. So you need to be
solving the problem that peopleare wandering around hoping that
somebody is going to provide ananswer for them. And then the
next step is to put it into somesort of framework, that that
allows those people to not onlyidentify that they have a
(05:24):
problem, and that you're theperson to help them solve the
problem.
But that it's going to be easyfor them or possible for them to
solve the problem. So with that,there are sort of some key
pieces that you put together,outside of the teaching
elements. And and then they helpkind of frame what the teaching
(05:47):
element should be, because youdo want to get a lot of value in
the training that you're doing.But the value is a little bit
different than you may think.Right? It's not just like giving
them information or giving thema formula, it's actually taking
them on a journey. So the veryfirst thing is that you want to
(06:07):
be very clear about what yoursolution is, what your vehicle
is, right? Like how you can helpsolve that problem. And what
that looks like. The mostsuccessful ones are the ones
that have some sort ofmethodology framework, something
that's packaged, right. It'sthe, you know, Tara's
(06:28):
methodology to this, right,like, it's, it's an actual,
it feels like it's a physicalmanifestation of an outcome.
Right? So that's the very firstthing that you want to do. So if
you can give them the beliefthat that the this vehicle that
you have this solution, thisproduct or service, is the
(06:51):
answer that they're looking for,that's going to solve their
problem faster and better andeasier than anything else, then
they're going to buy, right. Andso that's the first
identification is what what isit that you need to sort of
package and talk about, in orderto get them to believe that
(07:13):
you're, you've got the bestoption for them. Because that's
what you need to believe. Now,if you don't believe that, then
you need to do the work firstand make sure that you have a
solution that you believe in sostrongly that you know that it's
the fastest, the easiest, andthe best solution for somebody
to solve the problem thatthey're wandering around having.
That's the first order ofbusiness. So if you haven't done
(07:33):
that, then you need to do thatfirst. And that doesn't mean you
have to totally build it out.But it means that you have to
have the strategy for what yourframework is what your
proprietary methodology is,because that's what people are
paying for. Right, they'repaying for the fastest path to
success. They're not just payingfor you to give them information
(07:55):
that's not valuable for them.And so that's the very first
thing if you don't believe that,then you have to believe it
first, before you can help otherpeople believe it. But the goal
is that you are helping them seethat your vehicle, your
framework, your methodology,your product or service,
whatever it is that you areselling, is the way that they're
(08:16):
going to get to the answer thatthey're looking for. Okay, so
work on that first, and, andreally feel confident that this
is the solution, they can't getit anywhere else. If they go
somewhere else, it's going tocost them more time cost them
more money, and and whateverelse. Right? So that's the very
first order of business, thenthe way that you're going to
(08:39):
structure your presentation isactually not in teaching
elements, right? So a lot oftimes, we'll do you know, the
three secrets, or the threeitems, or the three, this or the
three that right? There's awhole kind of psychology behind
the rules of three I'm not gonnatalk about today. But typically,
you have about that much timeand people think in the in in
(09:02):
terms of threes. So, threesecrets, three tips, three
strategies, three mistakes,whatever it is, right?
Typically, that's how you'regoing to frame up your
presentation. You don't have toall the time, but any more than
three, you don't really havetime and you less than three,
(09:22):
then you're not actually goingto tee up the three things I'm
going to tell you are thesecrets to being able to move
somebody to make a good buyingdecision that they feel
comfortable with. Okay, so thereare three main sort of beliefs
or objections that you need toovercome that people have around
(09:43):
the vehicle that you're selling.So around the answer to their
problem. So there's three mainkinds of things that people trip
up against. One is, do theybelieve that your solution or
the solution to their problemwill help them
Right. So it doesn't even needto be your product or service at
that point. But like, do theybelieve that there's a solution
(10:06):
to their problem? And do theybelieve that it's possible to
fix whatever they're dealingwith?
That's the first sort of falsebelief that you need to
overcome. Because that's what'sgoing on in their head is I have
this problem. I don't know, ifit's solvable. I, I'm
overwhelmed. I don't know whatto do blah, blah, blah, all the
things. And so that is a veryfirst order of business is how
(10:29):
do you help them see that thissolution is going to move them
from point A to point B.
So that's your first job is toovercome that false belief that
this vehicle this, this solutionwill or will not work for them?
Okay. So that's the first thingthat you're teeing up, as, is
(10:53):
kind of the teaching element isyou're teaching them to go from
this false belief to havingbelief that this is possible for
them. So it's all about buildingthe possibility that this option
will work for them.
It's not teaching them theframework and and you know, the
(11:15):
six components and what they allare, and going into detail about
all the things right, it'steeing it up, but it's not.
You're not teaching each of thesteps, right? So this is the
what and the why not the how,the how comes in then purchasing
your programs. So it's why is itimportant? What is it around the
(11:35):
wrapper of this being what'spossible for them? type. So
that's the first thing. Thesecond thing is you have to work
through their internal falsebelief that it's not something
that they can do, right? There'ssome
internal challenge that they'relike, Well, that may work for
(11:56):
other people, but I don't knowif I can be successful with it.
Right, for whatever reason. Andso you have to help them bridge
that gap. Where, you know, can Ido this? Is it possible for me,
I know, this works for otherpeople, but I don't know if I
can do it. So you have to helpthem jump over that hurdle,
(12:16):
which is giving them
you know, examples, casestudies, stories, different
things that help them see thatother people like them, have
also, who had that problem, alsohave been able to overcome the
challenge. And so that's theinternal belief, false belief
(12:39):
that needs to happen throughoutthe presentation is to move them
into it's possible. And not onlyis it possible, but if other
people can do it, I can do it.And that's, that's the goal is
to get them to that place. Bythe end, they're like, I can do
this, this is possible. If thatperson can do it, I can do it.
This isn't as hard as I've madeit out, in my mind to be. That's
(13:03):
that second kind of false beliefthat you need to tip over in the
middle of this presentation.Then the third one is the
external false belief. And thisone is, okay, well, I believe
that this is the right solutionfor me, I believe that I can do
it. But there's some sort offorce outside of me, that's not
(13:25):
going to let that happen. Time,money, technology, all of those
different things are great,
great things to look at to seeis that what's in in the way of
somebody making a decision tosolve their problem, right? I
don't have time I'm alreadyoverwhelmed. There's so many
things going on in my businessin my life. I know I can't
(13:48):
devote the time to this, right.That's a that's an external
belief.
Tech, I don't have the righttools. I don't understand
technology. I don't want tolearn technology. I know I can't
do this until I master that. I'mgoing to put it off right, I'm
not going to make a decisionbecause that just seems
overwhelming to me. That's a anexternal false belief.
(14:13):
And then money, right, I don'thave the money, I don't have the
ability to pay for a solution tothis problem. So all those are
examples of external falsebeliefs. And so your job is to,
again get them from point A topoint B to they believe right
now that those are their hurdlesthat they cannot move forward
(14:35):
because they've got theseobstacles in the way your job is
to tip them over and get thempast the obstacles past those
hurdles, so they can moveforward. And so these are the
the strategic elements that needto go in each one of your
signature presentations, so thatyou can help people
(14:57):
not only know that this is theright solution
for them, and that it's possibleto solve the problem that they
have. But to get them past theirsort of
level of inertia, right? Like,we all have something that
stands in our way of movingforward and taking things to the
level that we really want to beoperating at, right. So if
(15:21):
there's a problem that you have,you're, you're usually trying to
solve the problem. But there's ahuge gap between wanting to
solve the problem and actuallysolving the problem. And so the
people who are able to make abuying decision, have the
ability to see how each one ofthose false beliefs or
(15:41):
objections can be eliminated toget to their outcome. Now, if
somebody's pain is really,really strong, that strategic,
the strategic points I just wentover are less important. They're
all important, but like lessimportant, because that pain is
so strong that they have theinternal motivation to to solve
(16:02):
that pain. But most of the time,80% of the time, people need a
little bit of help to realizethat it's possible and not as
hard as they're making it out tobe, right. And so that's what
that signature presentation is.Now within each of those, you're
actually teaching, right, you'regiving stories, you're giving
case studies, you're helpingthem have a couple of sort of
(16:26):
fast wins for each of the thingsthat your teachings, so they see
that it's possible, they seethat they can apply it to their
world and move things forward.But the whole thing isn't about
teaching. And I think that wasone of the things that I really
had to learn in this wholeprocess, when I started this,
when I started kind of studyingthis years ago, is that I'm an
(16:49):
actual teacher, right? Like,that is my thing. I love
teaching, I love training, Ilove designing training, I love
doing all of those things. Butthe you know, and I was like,
Oh, I can teach all day, likeit's no problem, blah, blah,
blah, I'm really comfortablewith that. But the sales
process, the moving aprospective buyer to purchase is
(17:11):
not just about teaching andshowing that you have that
knowledge, it's about bringingthem along on the journey and
meeting them where they are. Andwhere they are, is they have a
problem. And they don't knowwhether or not they can trust
you, you have the solution. Andif you're able to help them move
(17:34):
forward, right. And so that'syour job in this in this initial
presentation, if they havesigned up to to, you know, spend
some time with you, your job isto help them move from point A
to point B. And where they areright now in the journey is just
looking to see if they can makea buying decision with you like
(17:56):
do they trust you? Do they likeyou? Do they think that you're
the person that's going to helpthem? And if they're not, then
you say great, like, you know,keep looking, somebody will be
able to help you don't try andhelp everyone, but be very
specific about helping them moveover their hurdles. So hopefully
(18:17):
this serves you because I thinkthat a lot of times,
well, I mean, we deal with thiswith our clients all the time.
And even you know, yesterday, Ihad to go through this activity
because I'm doing this, thisact, this presentation. For my
program, I had to go and sitdown and do this activity again.
(18:37):
Right. So every single time I doa presentation, I go in and I
look at, okay, what's thevehicle? You know, what's, what
are the false beliefs that Ineed to help my my prospective
customers see in order to make abuying decision? And what
objections are they going tohave? Right? Like, what are the
things that they're tripping upagainst? That may cause them to
(19:00):
say, well, I don't know if nowit's the right time. I don't
know if I have the the finance,I don't know if it's a priority,
like all the things right. Andso I literally every single time
I do this, I go back and I lookat those because again, I like I
said earlier, for me, it'sreally easy to teach, I have
frameworks. I have anoverarching methodology. I've
got insights and ideas and allthe things if you've listened to
(19:23):
the podcast, like you know,right, like, I, I have lots of
knowledge. I've been doing thisfor, you know, 20 plus years.
And so my tendency is just toshow up and serve and teach. And
so for me, it's a disciplinedhabit for me to to look at it go
Okay, so what's my objective?How can I help my prospective
(19:46):
customers see how valuable it isbecause we have the tools to get
them from point A to point B.And so they don't need to be,
you know, having thatchallenging or they don't have
to be having that problem.
But my job is to help them moveforward. And stop kind of stinks
stuck, right. And so, so again,like I do this each and every
(20:11):
time. So yesterday, I spent theafternoon, just going through
and validating that I had theright pieces in place. So then I
can wrap that around thetraining. So when I asked for
the next step, people will knowthat either it's for them or not
for them, right, now's the righttime, or now's not the right
(20:31):
time. This is the place to puttheir investment dollars or it's
not right, they can make aneducated decision, because they
have all of the information andexamples of how other people
have overcome those challenges.So hopefully, this serves you,
obviously, we go a lot deeper inthis in the coaching and
(20:54):
programs that I offer. Becausethis is a key strategy in your
customers journey. When you helpthem, help them kind of, you
know, get over that place oflike having the problem and that
you have the solution. And themore you can frame out the
vehicle, the solution, theproduct or service that you
offer, the more clarity you givethem on the roadmap that they
(21:18):
have to go through their theSuccess Path, whatever you want
to call it,
the easier it is for them tohave the confidence that they
can come into your program andget results, right because
there's something specific thatthey're going through, and they
can see it. So even if this isyour beta, and you're doing it
for the first time, you don'tactually sell it without having
(21:40):
your signature framework, yoursuccess path, your your
methodology, whatever you wantto call it, I don't care what
you call it, without having thatdialed in and set that as the
very first order of business isthat you do not just like decide
you're gonna do a new topic or anew course or whatever you're
working on, and throw it outthere without having that that
(22:03):
signature framework setup. Andso again, these are the things
that we're working on a lot inthe learning experience. And
kind of the private clients thatI work with is getting this out
of your head and getting it intoa packaged program or a packaged
product. Even if you're doingone on one that allows you to
(22:27):
start to develop your systems sothat you can grow and scale as
quickly as possible. If you'reinterested in that, just give me
a shout. There are lots of waysto get a hold of me you can go
out on the website TLSlearning.com. And and that you
can just schedule a meeting withme right there, or jump into one
(22:48):
of our programs. Or if you wantto see this in action, you can
show up to one of the signaturepresentations. But hopefully
this serves you and hopefullyyou were taking notes because
these are very strong goldennuggets that a lot of people
aren't talking about becausethey they aren't sort of sharing
(23:10):
that right it's it's the ninjatricks of how you sell how you
get your prospects to reallyunderstand and want to be a part
of what you're doing. So thereyou go. Have a great day.
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