Doing some audience Q&A for this episode.
So, recently, I was asked,
“Joel, I would love to learn all about Offer Stacks. Do you need an Offer Stack in your sales presentation? And what are the right ways and the wrong ways to do it?”
So that’s what we’re going to talk about today.
Now, when it comes to Offer Stacks, I do things a little differently. And I have a good reason why. It’s based on our overall strategy with the Power Offer / Mini Webinar model.
- What is an “Offer Stack” (if this is the first time you’re hearing the phrase)
- Where people usually place their Offer Stacks in their sales presentation… and why I do the opposite
- WHAT to put in your Offer Stack (hint: it’s not just there to increase perceived value) and the right way to present it
- Why we don’t use Offer Stacks in “book a call” presentations
- And much more
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Hey, what’s going on? Everybody? Joel Erway here, and welcome to another episode of sold with webinars. Today, I’m hitting you in the face with, Oh God, hit you in the face. I’m sorry. That sounds awful. I’m hitting you between the ears. How about that? I’m coming at you today with a very special piece of content from a listener today.
I wanted to go through a couple of frequently asked questions that I got from my listeners, just like you who’d submitted some feedback on new topics they wanted to hear. So I got this question from a listener and they said, Joel, I would love to learn all about offer stacks. Okay? Do you need an offer stack in your sales presentation?
And what are the right ways and the wrong ways to do it? So let’s talk about offer stacks today. Now, for those of you who don’t know what an offer stack is in a sales presentation, think of it like this. After you go through and you deliver all the great content in your webinar, in your presentation, you’re going to get to the place where you have your pitch, where you have your offer.
Now an offer stack is usually placed after you reveal the price, right? You go through the core offers, Hey, here’s what I’ve got for you. Here’s what’s going to do for you, and here’s why you need it, right? And here’s what the price is. Here’s what the value is. Here’s what the price is. Usually what we do in our offer stacks is then after we kind of give them the core offer, the main thing that we are, that we were giving them.
We then stack on some additional value that helps push them over the edge, like, wow, like this is just amazing. Like I can’t live without it. Now, the offer stack, typically, I’ve seen this done both ways and I’m going to explain to you why I do it this way. Okay? So you can put the offer stack which is essentially all of the additional code components of your offer that have real tangible value.
You can put that before you do the price review, or you can put that after the price reveal. Now here are the pros and cons of each. Let’s say that you put it before the price-reveal. So essentially what you’re doing is you’re saying, okay, here’s the main thing that I want to offer you by my awesome program.
You’re going to be able to lose weight, get fit. Be sexy and do all the great things that you want with a healthy body. Right? So that’s the first thing that you’re going to be getting. Then you’re going to be getting my diet plan and my recipe, my, my diet plan, and you know, planning out your day every single day.
So you know exactly what to eat, when to eat it, and how much to eat. Right? And that’s worth you know, $500 right? Then the very next thing is you’re going to get my recipe plan. So you know exactly how to cook all these foods in less than 10 minutes, right? That’s worth $500. Then you have my grocery list, so you can go to Whole Foods, you can go to Wegmans and you can go to the exact aisle and the exact spot where all this stuff is. I’m gonna help you cut your grocery bill in half, so that’s going to be worth another $500. Right? They’re constantly stacking and stacking and stacking and stacking.
Now you can do this before you reveal the price, and I’ve seen that done, but it’s not the way that I prefer to do it. Now, the pros of that are people are gonna like the idea and the methodology and the theory is like, Holy crap. Like before you even reveal your price, you’re giving them so much stuff that it’s going to blow their minds.
And while that has worked, actually, the first client that we ever took on as a webinar client, we did a million dollars with it and that was the way that we structured their pitch was we actually put all on the front end before we revealed the price cause we wanted them to think like this is extremely valuable.
And the price is easily justifiable. The downside is that it takes a long time to be able to reveal the price and you want to reveal your price as fast as you can because you’re going to have some people that are willing to take action right away. You don’t want to lose those people because they value their time more than probably everybody else, right?
So you want to be able to get to your price as fast as you possibly can. So the reason why I only like to talk about the main thing upfront, meaning like my core offer before I reveal the price is because I want them to number one, realize that if all they got was just my program and they paid whatever it is that I’m charging for it, it would be completely worth it.
So what I like to do is I like to put all my stacking after I revealed the price, because now that’s like legitimate. High end, additional bonuses, and additional value that they get when they join the program. So I’ll go through, I’ll introduce the core offer, I’ll build the value, I’ll give them the price reveal.
Then what I’ll do is I’ll answer some objections and I’ll stack on with additional bonuses after the price reveal, after the call to action. So every single thing that I’m giving them is just adding more and more and more value and giving them more and more reasons why they need to take me up on this offer.
So let me give you some examples. In my high ticket courses program, what we do is we follow this exact same formula. So I go through, give them the core offer, build the value of that core offer given the price reveal, right? Then after you give him the price-reveal in the call to action, I start stacking on the bonuses and I give the offer stack and I follow this formula.
Essentially, what you want to do is every single piece of your offer stack needs to answer another objection that they have and you want to make sure that it answers a specific objection that they have because this is how we get those people off the fence. And it takes a little bit of finessing because you want to position your bonuses as realistic opportunities to add value to your tribe.
So the formula that we use for our offer stack goes like this. Number one, introduce the bonus, introduce the new component that we are adding. Number two, give them reasons why this is so valuable and all of those reasons why are tackling that main objection. And then number three, show a slide of everything that they are getting.
And you want to show it on one slide because every time you add one more thing, you add one more thing like it’s building up in their brain but they also have to remember it. You have to feed your audience everything that you’re giving them. Don’t ask, don’t under, don’t overestimate your audience.
Meaning like assume that they will forget everything that they are learning. Okay. This is why every time we introduce a new stack on our bonus structure, we show them the entire slide. You’re getting this, this, and this, right? Cause you want them to remember why. If you’re a bonus number seven, you want them to remember why bonus number two is so valuable and remember like you want them to realize that they’re getting all of that stuff. So don’t just rattle through bonus number two, bonus number three, bonus number four, bonus number five. Recap. You have to get them to remember like, Oh wow, like I’m getting all of this stuff. It just keeps building on top of each other.
So we introduce the bonus, give them the reasons why this is so valuable, and then recap and do a stack slide. The very next thing after that stack slide is we pre-frame another objection that they’ve got. So maybe like if I’m trying to pull from my memory bank of, like with high ticket courses, right?
Maybe they have an objection of like, okay, so like I’ve only talked about paid traffic, right? So I’ve only talked about my webinar paid traffic, but I know some people are so nervous about paid traffic and then maybe they want to go the organic route. Okay. So I have a stack bonus that talks about organic marketing or nurturing.
Like, how do we nurture those leads after they come into our pipeline? Cause not everybody is going to buy. Well, boom. I’m going to give you a bonus where we talk about how to nurse your audience, the high power of Facebook groups, and uncover an extra six figures in untapped revenue. So I’m prefacing the introduction of the bonus with the main objection that I’ve got.
So I’m introducing the bonus, giving them the reasons why stacking it, and then preface the next bonus with an objection that I know that they have. So when I introduce that bonus, I’m killing that objection. So I’m bringing that up, having that conversation in the mind of my audience, in the mind of my prospect that they already know, and then my bonus and my stack crushes it.
So by the time I get to the end of my stack, and let’s say I’ve got, Oh. Eight bonuses. I’ve got eight objection killing sequences that I’ve just destroyed in their mind, which is another reason why you want to constantly bring up your stack slide because you’re showing them that I’ve killed eight freaking objections and there should be no reason why this is not valuable.
There should be no reason why they shouldn’t take me up on that offer. Make sense? All right so that’s all about stacks and the stack’s sequence. Now there’s another type of presentation that you can do, which is a book to call presentation. And we don’t do any stack slides with book-to-call because the main call to action is just to get on the phone with us, right?
Because when we have a book-to-call presentation, stacks can actually work against us now because in a direct to sale presentation, which is what we just talked about with all the stacks, meaning they’re going to buy directly on that webinar. We want to stack everything. We want to handle the objections, but in a book to call where you are having that phone conversation, it’s more dynamic.
You want to make sure you’re not giving them too much information because the more information that you give them, the more opportunities that you have to inadvertently say something to turn them off. So the main thing that we want to focus on with. Book to call presentations, whether that’s a long-form webinar or a mini webinar where the call to action is to schedule a call with us, then we want to minimize that.
That’s why we don’t do any stacks because we don’t want to inadvertently say something that will push them away and prevent them from booking a call. Does that make sense? So we don’t do any stacks on the book to call presentation, but we do them with a direct to sale. All right. I hope this was valuable to you.
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