Today you’re going to discover the secrets to structuring presentations so powerful they sell your products, services or ideas like crazy.
Case in point: I conducted the first of our four “Fast Implementation Bootcamps” we’re having this year. (For more information on these highly acclaimed, FREE events for members, go to www.gkic.com/bootcamp).
Out of the 90 buying entities in the room, I sold 25, $2,500 products. You do the math.
What makes this even cooler is bootcamps are real trainings and workshops and are NOT designed to sell stuff. There’s almost NO pitching at all.
So how then did I manage to get that many people to buy a fairly expensive product without really selling?
The answer is through careful structuring of my presentations that lead people to want to buy without having to resort to the high-pressure, cheesy sales tactics employed by so many platform salespeople.
(Don’t make the mistake of thinking what I’m going to share with you is just about platform selling. It applies to virtually all types of sales situations.)
So here is the structure that produced the magic:
Step #1: Preconditioning through commitment
You’ve probably been subjected to a platform salesperson asking you the most insane questions to elicit a positive response. For example, he jumps on stage and says, “How many of you want to make a lot of money?!!!”
Yes, this strategy does work because it is based on the law of compliance which states that if I can get you to do what I ask you to do throughout my presentation you are more likely to buy when I tell you to buy.
But you can get the same results without feeling all “greasy” and without making your audience feel manipulated.
At the bootcamp, I asked a series of three questions to begin my presentation:
“How many of you are committed to making more money this year?”
“How many of you are committed to having the business you’ve always wanted to have and dreamed about having?”
“How many of you are committed to doing both of those things while living the life-style you desire?”
The key word was “committed.” It makes all the difference in the world and will come into play later on.
Step #2: Setting up desire.
I want to sell people what they want. It’s a heck of a lot easier than trying to convince them they need something. The cool thing is you can create desire in your prospects in very subtle ways.
I do it with what I call “casual mentions.”
When I was doing my mindreading show for corporate banquets, I would casually mention the other types of performances I offered. For example, I would say, “What I’m about to show you, I recently did at a sales meeting for IBM and the VP of sales said it was the most amazing thing he’s ever seen.”
That seemingly innocuous statement almost always resulted in the sales manager of the company I was performing for, inquiring about what I did for sales meetings. (It also gave me a third party endorsement. Did you catch that?)
During the bootcamp, I casually mentioned a certain product a couple of times and how powerful it was. By doing so, I created the desire for people to want that particular product.
Step #3: The “recall” close
When I got to the part of the bootcamp where I made the actual product offering, I use the “commitments” the audience made in step #1 and the desire for the product I created in “step 2” to compel many of the audience members to invest.
In a future newsletter issue, I’m going to write an entire article on how to use bonuses to increase sales but for now, what’s important for you to know is one of the fast actions bonuses I offered, was the product I created the desire for.
Most salespeople never think about creating the desire for a bonus they are giving as part of their offer. They simply think about “adding bonuses.” Far better for you to create the want, need and desire for the bonus during your presentation before you offer it.
Next, I wanted to justify why I was giving a fast action bonus. John E. Kennedy wrote a book called Reason Why Marketing with the premise being you need to give your prospects reasons why they should buy.
So why did someone have to go to the back of the room and buy now?
The reason and justification I gave was, “I want to reward people who make decisions quickly. It shows they are committed to their success and those are the type of people I want to work with and who will get the best results from this program.”
That simple paragraph is LOADED with powerful “Psychic Sales” techniques. Can you discern all of them?
An obvious one is how I used the word “committed” to recall the commitment the audience members made to themselves earlier in the day.
By the way, my reason why is absolutely true. Our most successful members literally buy everything we offer and are the first people to buy.