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.
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Transcript
Everybody, welcome to this week's episode of the
Unknown:course building secrets podcast. I am thrilled that you're here
Unknown:today. Hey, in this episode, I'm going to go a little bit behind
Unknown:the scenes and share with you a little of our launch strategy.
Unknown:So one of the things that I think is so powerful about being
Unknown:able to speak to you guys, in this podcast on the YouTube
Unknown:video, and all of the things is that we're able to share our
Unknown:best practices, both what we're doing with clients, as well as
Unknown:what we're doing in our own business. And so hopefully, it
Unknown:serves you because it's not theory, it's not information,
Unknown:it's really actionable tips that we're applying all the time,
Unknown:again, both in our business and also for our clients. So today
Unknown:is no exception. So I want to make sure that, that I dive into
Unknown:a little bit of the detail of how we're doing this launch that
Unknown:we're working on right now. And, and some different pieces that I
Unknown:think will will help you Hey, and if you like these episodes,
Unknown:both on the podcast and on YouTube, we'll give us a like a
Unknown:subscribe a rating, wherever you're listening, however you're
Unknown:seeing it, go ahead and and just click on or whatever it is, you
Unknown:can click on that lets you know, it lets us know that you
Unknown:appreciate what we're doing. Because obviously, we love
Unknown:giving you this free content.
Unknown:But we want to know that you're listening. Alright, there you
Unknown:go. I'm gonna jump right in. Okay, so today I want to talk
Unknown:about your signature presentation. And what that is,
Unknown:sometimes people call it a webinar or workshop or a
Unknown:challenge or whatever else. But basically what it is, is kind of
Unknown:the
Unknown:the initial training that you are doing to help somebody make
Unknown:a buying decision. So they've come into your world in one way,
Unknown:shape, or form, either through this challenge, or training,
Unknown:right, they're interested in attending because they like what
Unknown:you have to say, or they've come in through email list or
Unknown:something else. And, and so what this is doing is helping them
Unknown:understand what it is that you do, how you like, what your
Unknown:approach is, what your methodology is to the problem to
Unknown:the solution that that gives gives them the solution to the
Unknown:problem that they have. And then whether or not they want to work
Unknown:with you in a purchasing capacity. So your signature
Unknown:presentation is really all about that. Usually, we recommend
Unknown:doing one main signature presentation, you could have
Unknown:some variations of it. But usually you're just doing one
Unknown:that is
Unknown:teeing up what it is that your philosophy is the methodology,
Unknown:and then giving them an invitation to continue working
Unknown:with you.
Unknown:Okay, so that's the frame in which I'm talking about today.
Unknown:So again, you could call it a perfect webinar, or you could
Unknown:call it a signature presentation, doesn't really
Unknown:matter what you call it, but it's basically that kind of
Unknown:initial piece of training or
Unknown:content that you're giving to help them one solve kind of one
Unknown:immediate problem, and then basically ask them for a broader
Unknown:commitment. Okay, so a lot of times when people approach this,
Unknown:when they aren't used to this game is that it's just a
Unknown:training session, right? You're just giving some training some
Unknown:high value content, and then you're going to ask them for the
Unknown:sale at the end. And then and then hope that they buy right.
Unknown:And, and so one of the things I want to share with you today is
Unknown:sort of the strategy behind how you put something like this
Unknown:together, because it's not just showing up and sharing
Unknown:information. The point is, yes, you want to elevate your status,
Unknown:right? You want people to see that you have experience and
Unknown:that you know what you're talking about, right, that
Unknown:you're actually not just, you know, like an overnight expert,
Unknown:right. And so that's super important. However, what you
Unknown:don't want to do is give too much training, because that's
Unknown:not actually going to help them solve the problem. What's going
Unknown:to help them solve the problem is giving them the belief that
Unknown:if solving their problem is possible, because remember where
Unknown:they are on the journey as they're just sort of at the
Unknown:first place where before they signed up for your thing,
Unknown:they're either wandering around, kind of hoping that somebody is
Unknown:going to come into their worlds give them the answer that
Unknown:they're looking for. Right? Like I have a problem. I don't know
Unknown:how to solve it. I wonder if there's anyone out there who
Unknown:could help me. I could sort of the mindset that they're in, or
Unknown:they're like, I don't even know what questions to ask, but I
Unknown:know that something's not working. Which direction do I
Unknown:go? How do I move forward, right. So remember, whenever you
Unknown:are working on some sort of product or service, it's an
Unknown:answer to a problem.
Unknown:Somebody has, right? It's not just like, I'm an expert, and I
Unknown:want to like just give you information, that's not actually
Unknown:going to sell or build your business. So you need to be
Unknown:solving the problem that people are wandering around hoping that
Unknown:somebody is going to provide an answer for them. And then the
Unknown:next step is to put it into some sort of framework, that that
Unknown:allows those people to not only identify that they have a
Unknown:problem, and that you're the person to help them solve the
Unknown:problem.
Unknown:But that it's going to be easy for them or possible for them to
Unknown:solve the problem. So with that, there are sort of some key
Unknown:pieces that you put together, outside of the teaching
Unknown:elements. And and then they help kind of frame what the teaching
Unknown:element should be, because you do want to get a lot of value in
Unknown:the training that you're doing. But the value is a little bit
Unknown:different than you may think. Right? It's not just like giving
Unknown:them information or giving them a formula, it's actually taking
Unknown:them on a journey. So the very first thing is that you want to
Unknown:be very clear about what your solution is, what your vehicle
Unknown:is, right? Like how you can help solve that problem. And what
Unknown:that looks like. The most successful ones are the ones
Unknown:that have some sort of methodology framework, something
Unknown:that's packaged, right. It's the, you know, Tara's
Unknown:methodology to this, right, like, it's, it's an actual,
Unknown:it feels like it's a physical manifestation of an outcome.
Unknown:Right? So that's the very first thing that you want to do. So if
Unknown:you can give them the belief that that the this vehicle that
Unknown:you have this solution, this product or service, is the
Unknown:answer that they're looking for, that's going to solve their
Unknown:problem faster and better and easier than anything else, then
Unknown:they're going to buy, right. And so that's the first
Unknown:identification is what what is it that you need to sort of
Unknown:package and talk about, in order to get them to believe that
Unknown:you're, you've got the best option for them. Because that's
Unknown:what you need to believe. Now, if you don't believe that, then
Unknown:you need to do the work first and make sure that you have a
Unknown:solution that you believe in so strongly that you know that it's
Unknown:the fastest, the easiest, and the best solution for somebody
Unknown:to solve the problem that they're wandering around having.
Unknown:That's the first order of business. So if you haven't done
Unknown:that, then you need to do that first. And that doesn't mean you
Unknown:have to totally build it out. But it means that you have to
Unknown:have the strategy for what your framework is what your
Unknown:proprietary methodology is, because that's what people are
Unknown:paying for. Right, they're paying for the fastest path to
Unknown:success. They're not just paying for you to give them information
Unknown:that's not valuable for them. And so that's the very first
Unknown:thing if you don't believe that, then you have to believe it
Unknown:first, before you can help other people believe it. But the goal
Unknown:is that you are helping them see that your vehicle, your
Unknown:framework, your methodology, your product or service,
Unknown:whatever it is that you are selling, is the way that they're
Unknown:going to get to the answer that they're looking for. Okay, so
Unknown:work on that first, and, and really feel confident that this
Unknown:is the solution, they can't get it anywhere else. If they go
Unknown:somewhere else, it's going to cost them more time cost them
Unknown:more money, and and whatever else. Right? So that's the very
Unknown:first order of business, then the way that you're going to
Unknown:structure your presentation is actually not in teaching
Unknown:elements, right? So a lot of times, we'll do you know, the
Unknown:three secrets, or the three items, or the three, this or the
Unknown:three that right? There's a whole kind of psychology behind
Unknown:the rules of three I'm not gonna talk about today. But typically,
Unknown:you have about that much time and people think in the in in
Unknown:terms of threes. So, three secrets, three tips, three
Unknown:strategies, three mistakes, whatever it is, right?
Unknown:Typically, that's how you're going to frame up your
Unknown:presentation. You don't have to all the time, but any more than
Unknown:three, you don't really have time and you less than three,
Unknown:then you're not actually going to tee up the three things I'm
Unknown:going to tell you are the secrets to being able to move
Unknown:somebody to make a good buying decision that they feel
Unknown:comfortable with. Okay, so there are three main sort of beliefs
Unknown:or objections that you need to overcome that people have around
Unknown:the vehicle that you're selling. So around the answer to their
Unknown:problem. So there's three main kinds of things that people trip
Unknown:up against. One is, do they believe that your solution or
Unknown:the solution to their problem will help them
Unknown:Right. So it doesn't even need to be your product or service at
Unknown:that point. But like, do they believe that there's a solution
Unknown:to their problem? And do they believe that it's possible to
Unknown:fix whatever they're dealing with?
Unknown:That's the first sort of false belief that you need to
Unknown:overcome. Because that's what's going on in their head is I have
Unknown:this problem. I don't know, if it's solvable. I, I'm
Unknown:overwhelmed. I don't know what to do blah, blah, blah, all the
Unknown:things. And so that is a very first order of business is how
Unknown:do you help them see that this solution is going to move them
Unknown:from point A to point B.
Unknown:So that's your first job is to overcome that false belief that
Unknown:this vehicle this, this solution will or will not work for them?
Unknown:Okay. So that's the first thing that you're teeing up, as, is
Unknown:kind of the teaching element is you're teaching them to go from
Unknown:this false belief to having belief that this is possible for
Unknown:them. So it's all about building the possibility that this option
Unknown:will work for them.
Unknown:It's not teaching them the framework and and you know, the
Unknown:six components and what they all are, and going into detail about
Unknown:all the things right, it's teeing it up, but it's not.
Unknown:You're not teaching each of the steps, right? So this is the
Unknown:what and the why not the how, the how comes in then purchasing
Unknown:your programs. So it's why is it important? What is it around the
Unknown:wrapper of this being what's possible for them? type. So
Unknown:that's the first thing. The second thing is you have to work
Unknown:through their internal false belief that it's not something
Unknown:that they can do, right? There's some
Unknown:internal challenge that they're like, Well, that may work for
Unknown:other people, but I don't know if I can be successful with it.
Unknown:Right, for whatever reason. And so you have to help them bridge
Unknown:that gap. Where, you know, can I do this? Is it possible for me,
Unknown:I know, this works for other people, but I don't know if I
Unknown:can do it. So you have to help them jump over that hurdle,
Unknown:which is giving them
Unknown:you know, examples, case studies, stories, different
Unknown:things that help them see that other people like them, have
Unknown:also, who had that problem, also have been able to overcome the
Unknown:challenge. And so that's the internal belief, false belief
Unknown:that needs to happen throughout the presentation is to move them
Unknown:into it's possible. And not only is it possible, but if other
Unknown:people can do it, I can do it. And that's, that's the goal is
Unknown:to get them to that place. By the end, they're like, I can do
Unknown:this, this is possible. If that person can do it, I can do it.
Unknown:This isn't as hard as I've made it out, in my mind to be. That's
Unknown:that second kind of false belief that you need to tip over in the
Unknown:middle of this presentation. Then the third one is the
Unknown:external false belief. And this one is, okay, well, I believe
Unknown:that this is the right solution for me, I believe that I can do
Unknown:it. But there's some sort of force outside of me, that's not
Unknown:going to let that happen. Time, money, technology, all of those
Unknown:different things are great,
Unknown:great things to look at to see is that what's in in the way of
Unknown:somebody making a decision to solve their problem, right? I
Unknown:don't have time I'm already overwhelmed. There's so many
Unknown:things going on in my business in my life. I know I can't
Unknown:devote the time to this, right. That's a that's an external
Unknown:belief.
Unknown:Tech, I don't have the right tools. I don't understand
Unknown:technology. I don't want to learn technology. I know I can't
Unknown:do this until I master that. I'm going to put it off right, I'm
Unknown:not going to make a decision because that just seems
Unknown:overwhelming to me. That's a an external false belief.
Unknown:And then money, right, I don't have the money, I don't have the
Unknown:ability to pay for a solution to this problem. So all those are
Unknown:examples of external false beliefs. And so your job is to,
Unknown:again get them from point A to point B to they believe right
Unknown:now that those are their hurdles that they cannot move forward
Unknown:because they've got these obstacles in the way your job is
Unknown:to tip them over and get them past the obstacles past those
Unknown:hurdles, so they can move forward. And so these are the
Unknown:the strategic elements that need to go in each one of your
Unknown:signature presentations, so that you can help people
Unknown:not only know that this is the right solution
Unknown:for them, and that it's possible to solve the problem that they
Unknown:have. But to get them past their sort of
Unknown:level of inertia, right? Like, we all have something that
Unknown:stands in our way of moving forward and taking things to the
Unknown:level that we really want to be operating at, right. So if
Unknown:there's a problem that you have, you're, you're usually trying to
Unknown:solve the problem. But there's a huge gap between wanting to
Unknown:solve the problem and actually solving the problem. And so the
Unknown:people who are able to make a buying decision, have the
Unknown:ability to see how each one of those false beliefs or
Unknown:objections can be eliminated to get to their outcome. Now, if
Unknown:somebody's pain is really, really strong, that strategic,
Unknown:the strategic points I just went over are less important. They're
Unknown:all important, but like less important, because that pain is
Unknown:so strong that they have the internal motivation to to solve
Unknown:that pain. But most of the time, 80% of the time, people need a
Unknown:little bit of help to realize that it's possible and not as
Unknown:hard as they're making it out to be, right. And so that's what
Unknown:that signature presentation is. Now within each of those, you're
Unknown:actually teaching, right, you're giving stories, you're giving
Unknown:case studies, you're helping them have a couple of sort of
Unknown:fast wins for each of the things that your teachings, so they see
Unknown:that it's possible, they see that they can apply it to their
Unknown:world and move things forward. But the whole thing isn't about
Unknown:teaching. And I think that was one of the things that I really
Unknown:had to learn in this whole process, when I started this,
Unknown:when I started kind of studying this years ago, is that I'm an
Unknown:actual teacher, right? Like, that is my thing. I love
Unknown:teaching, I love training, I love designing training, I love
Unknown:doing all of those things. But the you know, and I was like,
Unknown:Oh, I can teach all day, like it's no problem, blah, blah,
Unknown:blah, I'm really comfortable with that. But the sales
Unknown:process, the moving a prospective buyer to purchase is
Unknown:not just about teaching and showing that you have that
Unknown:knowledge, it's about bringing them along on the journey and
Unknown:meeting them where they are. And where they are, is they have a
Unknown:problem. And they don't know whether or not they can trust
Unknown:you, you have the solution. And if you're able to help them move
Unknown:forward, right. And so that's your job in this in this initial
Unknown:presentation, if they have signed up to to, you know, spend
Unknown:some time with you, your job is to help them move from point A
Unknown:to point B. And where they are right now in the journey is just
Unknown:looking to see if they can make a buying decision with you like
Unknown:do they trust you? Do they like you? Do they think that you're
Unknown:the person that's going to help them? And if they're not, then
Unknown:you say great, like, you know, keep looking, somebody will be
Unknown:able to help you don't try and help everyone, but be very
Unknown:specific about helping them move over their hurdles. So hopefully
Unknown:this serves you because I think that a lot of times,
Unknown:well, I mean, we deal with this with our clients all the time.
Unknown:And even you know, yesterday, I had to go through this activity
Unknown:because I'm doing this, this act, this presentation. For my
Unknown:program, I had to go and sit down and do this activity again.
Unknown:Right. So every single time I do a presentation, I go in and I
Unknown:look at, okay, what's the vehicle? You know, what's, what
Unknown:are the false beliefs that I need to help my my prospective
Unknown:customers see in order to make a buying decision? And what
Unknown:objections are they going to have? Right? Like, what are the
Unknown:things that they're tripping up against? That may cause them to
Unknown:say, well, I don't know if now it's the right time. I don't
Unknown:know if I have the the finance, I don't know if it's a priority,
Unknown:like all the things right. And so I literally every single time
Unknown:I do this, I go back and I look at those because again, I like I
Unknown:said earlier, for me, it's really easy to teach, I have
Unknown:frameworks. I have an overarching methodology. I've
Unknown:got insights and ideas and all the things if you've listened to
Unknown:the podcast, like you know, right, like, I, I have lots of
Unknown:knowledge. I've been doing this for, you know, 20 plus years.
Unknown:And so my tendency is just to show up and serve and teach. And
Unknown:so for me, it's a disciplined habit for me to to look at it go
Unknown:Okay, so what's my objective? How can I help my prospective
Unknown:customers see how valuable it is because we have the tools to get
Unknown:them from point A to point B. And so they don't need to be,
Unknown:you know, having that challenging or they don't have
Unknown:to be having that problem.
Unknown:But my job is to help them move forward. And stop kind of stinks
Unknown:stuck, right. And so, so again, like I do this each and every
Unknown:time. So yesterday, I spent the afternoon, just going through
Unknown:and validating that I had the right pieces in place. So then I
Unknown:can wrap that around the training. So when I asked for
Unknown:the next step, people will know that either it's for them or not
Unknown:for them, right, now's the right time, or now's not the right
Unknown:time. This is the place to put their investment dollars or it's
Unknown:not right, they can make an educated decision, because they
Unknown:have all of the information and examples of how other people
Unknown:have overcome those challenges. So hopefully, this serves you,
Unknown:obviously, we go a lot deeper in this in the coaching and
Unknown:programs that I offer. Because this is a key strategy in your
Unknown:customers journey. When you help them, help them kind of, you
Unknown:know, get over that place of like having the problem and that
Unknown:you have the solution. And the more you can frame out the
Unknown:vehicle, the solution, the product or service that you
Unknown:offer, the more clarity you give them on the roadmap that they
Unknown:have to go through their the Success Path, whatever you want
Unknown:to call it,
Unknown:the easier it is for them to have the confidence that they
Unknown:can come into your program and get results, right because
Unknown:there's something specific that they're going through, and they
Unknown:can see it. So even if this is your beta, and you're doing it
Unknown:for the first time, you don't actually sell it without having
Unknown:your signature framework, your success path, your your
Unknown:methodology, whatever you want to call it, I don't care what
Unknown:you call it, without having that dialed in and set that as the
Unknown:very first order of business is that you do not just like decide
Unknown:you're gonna do a new topic or a new course or whatever you're
Unknown:working on, and throw it out there without having that that
Unknown:signature framework setup. And so again, these are the things
Unknown:that we're working on a lot in the learning experience. And
Unknown:kind of the private clients that I work with is getting this out
Unknown:of your head and getting it into a packaged program or a packaged
Unknown:product. Even if you're doing one on one that allows you to
Unknown:start to develop your systems so that you can grow and scale as
Unknown:quickly as possible. If you're interested in that, just give me
Unknown:a shout. There are lots of ways to get a hold of me you can go
Unknown:out on the website TLS learning.com. And and that you
Unknown:can just schedule a meeting with me right there, or jump into one
Unknown:of our programs. Or if you want to see this in action, you can
Unknown:show up to one of the signature presentations. But hopefully
Unknown:this serves you and hopefully you were taking notes because
Unknown:these are very strong golden nuggets that a lot of people
Unknown:aren't talking about because they they aren't sort of sharing
Unknown:that right it's it's the ninja tricks of how you sell how you
Unknown:get your prospects to really understand and want to be a part
Unknown:of what you're doing. So there you go. Have a great day.