When you do a sales presentation, you’re always trying to sell somebody on the transformation. There are two main reasons why people buy something – they’re either attracted to a pleasure or they’re trying to remove a pain. Joel attended a live sales presentation where at the end, close to 70% of the room were bought. Learn five key points for your sales presentations as he does a full breakdown and an in-depth analysis of how you can operate a successful sales presentation that pushes boundaries and bring in results.
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Five-Point Model For Sales Presentations
It’s been a while but I promise this is such a great episode. I got back from an in-person seminar, live sales seminar that a very large, a well-known real estate company had been putting on. I put myself through the torture for you so I can report back and report my findings for you. This episode was so much fun and was a long time in the making. I had to compile my notes and look at my transcripts of everything that I got from this event. What you’re going to learn on this episode are five key takeaways that I got from an in-person seminar and how to apply those for your sales webinars. If you enjoy this episode, I want to know. Hit me up on [email protected]. Let me know if you like this outside of the box experiment that I did, because I’m always looking for ways to break the mold of our traditional trainings and podcasts and products. Without further ado, I want to jump into our episode, learn why I bought everything they sold at this live sales seminar, and how you can apply these five key principles for your next sales presentation. Enjoy.
For those of you who have been following me around for a while now, I have been launching a new product called the Webinar Vault where I am dissecting and reporting and analyzing successful webinars out in the marketplace. One interesting test that I did was I had been getting marketed to by this international or maybe just American-based, a real estate investment company, a real estate house flipping company, very well-known, Than Merrill’s team over at FortuneBuilders. He does tons and tons of advertising. I was sitting in my house and I kept getting this TV advertisement that came across for this free workshop. It dawned on me that I should probably sign up to this thing. I think it would be fascinating to see how these guys operate their live presentations, to learn a thing or two. I called the number and signed up, got my free ticket and got registered via email. It was an incredible experience from start to finish because live events and webinars are very similar. I had a little bit of an inside track on this event. I have a good friend who used to run the sales for FortuneBuilders. He was one of the sales people that sat at the back of the room and would enroll the attendees in their high-ticket programs.
To give you some backstory, to give you a little bit of a background as to how this company operates. They have two core presentations. They’ve got your sales presentation, which is the first free event. Then at that event, they sell you into a three-day workshop where they upsell you at that event at the end into a $20,000 or $30,000 or $40,000 high ticket programs, something like that. I knew this going into it and it would be really fascinating to see how they run this. You’d see a live webinar or a live presentation, live sales presentation and see if I can learn a thing or two in and report back for you. I’m going to be doing a full breakdown, a full in-depth analysis of the entire thing. I’ve got copious notes, I’ve got transcripts, I’ve got tons of things that I’m going to be reviewing for everyone inside of the ball. I want to share with you four or five key things that I took away, that are super impressive with how they operated their live sales presentation. I want to take you through how I entered the room, the entire sequence of events was so well orchestrated from the moment you stepped in.
You step into the room, you sign in, there’s a greeter outside of the room where you have to sign in, register and you get your name tag and right away they’re addressing you by your name. It’s extremely transparent that they are working very hard to make you feel welcome. As soon as I walked up to the greeter, I checked in, she gave me my name tag, and she started calling me by Joel and I felt welcome. I felt really good. She gave me the name tag, then she gave me a notebook and she directed me to the next step. Go walk into that room and they’ll tell you what to do there. It was really fascinating because, I walked in about five or seven minutes early, before the presentation started. I walk into the room and I noticed that there is an L shaped table at the back of the room. There were three or four people sitting behind that table and the presenter was at the front of the room. The table is at the back of the room and the presenter was standing at the front of the room. As soon as I stepped foot into the room, I was swallowed up by their sales team.
At the time, I didn’t realize it was their sales team. I just thought he was another greeter, but he welcomed me and with open arms and he’s like, “Come on in, Joel.” He’s looking at my name tag and he was calling me by my name. It’s like the same thing that people do in their webinars. You call them out and you make them feel welcome, “Hey, John. Hey, Joel. Thanks for showing up to the webinar.” This is exactly what they were doing. He greeted me by name, he walked up and he physically grabbed me and say, “Come on in.” Basically, making sure that I couldn’t escape. He pushed me up to the front of the room, like he was filling the room from front to back, making sure that we were all seated at the very front and that we were front loading. As people came in, then he filled in the back, but he was making sure that we were sitting in the front of the room. He greeted me, he welcomed me and he was asking me some questions like, what do I do. Just getting more background information about who I am and really what my situation was.
I sit down and by the time that I got there, there were probably ten to twelve people there. We were in Buffalo. It’s not a huge market. I was talking to some other people who have been to these presentations and they said that these free events can be anywhere from 300 to 1,000 people at these events. Obviously, this was much smaller, much more intimate at this hotel. I go to the front of the room and I’m sitting down next to a couple of nice people. What was fascinating was the presenter, who was nicely dressed, he had a button up shirt and tucked in with khakis, very professional. The entire thing was very professional.
I noticed the front of the room, they start showing case studies and testimonials and they had this poster board of six things that are pinned to it. I couldn’t really see what it was. What it ended up being was one of the products that they were selling at the very end. Right away, I’m seeing success stories and what’s really happening. They weren’t hiding the fact that they were selling us something. It’s very interesting that while they’re not coming right out and saying, “I’ve got something to sell you,” but they’re saying, here are the testimonials, here are the case studies. They’re making it very well-known that they have a solid reputation and everything was very professional. Obviously, it wasn’t Than Merrill who was giving the presentation, it was his team but Than was plastered all over the place. That was the way that the room was set up. There were probably enough chairs for 45 people and at the time that we had about fifteen that were filled. The presenter who was nicely dressed and professional, started the presentation about three to five minutes early. Almost as soon as I sat down, he got right into the meat and the potatoes of his presentation. I’m not going to go through the entire presentation, but I want to identify five key things that this presentation did very well because it was extremely eye opening. Their conversion rate at the end was fantastic.
Number one, they had complete control and this goes into the whole setup of the production. As soon as I checked in, you’re in their world and you knew it. They’re addressing them by name. They stuck a name tag right on your shirt. They gave you pens, they greeted you, they welcomed you and made you feel very welcome. Everything was extremely militant, in a good way. It was a little bit overwhelming. As you’re going through the presentation, you could tell that he knew what he was talking about. He had practiced this many time. The entire situation was completely under control. When you’re under control, you have the leg up. You’re not just winging it. The core thing when you’re giving presentations is you want to leave nothing to chance. Control is so powerful in any persuasion. You have to be in complete competence, in complete control when you speak about your offer. Because if there’s any hesitancy, I’m not sure if this is for me, they will notice this as you go through your pitch, as you go through your content. There’s no backpedaling. There is no hesitancy into what they were doing. Everything was under complete control from start to finish. That’s the first thing, that control was key.
The second thing that they did during the presentation was they wanted the, obviously at the end they were making a pitch for a ticket to the live event, a live three-day workshop that was going to be happening a few weeks later. The major thing, and this is really important for any information marketers out there, anyone who’s selling education and anyone who is selling in courses or programs, was that throughout the entire presentation, he was dropping hints of letting the audience realize that education is key. He was saying certain things inside of his presentation that we’re leading them to understand that they need to follow a proven blueprint. In order for them to be successful, it would be a good idea for them to have the right education. He was constantly selling the fact that education is key. Why is that important? Whatever you’re selling, whatever your pitches at the end, you want to position that transformation in multiple formats throughout your presentation. If you’re selling some form of education, this is the modality.
This is not necessarily your offer, it’s the modality, is you want them to understand that the modality of what they are buying, they have to be sold on that very early and over and over again. Because if they don’t buy in to the fact that they need have education to be successful with flipping homes, holding real estate, obviously that sell is going to be a lot more difficult. If I’m bought in very early on in the presentation and this is happening very early on within the first 10% of the presentation, it’s happening throughout the entire thing. I’m being resold on the fact that I need education to be successful. You need to follow in people’s proven footsteps. He sold that over and over and over again. When he got to the end pitch, when he got to the end sale, it was a very superfluous transition and we were already sold on the fact that, yes, I know I need education if I want to be successful.
That’s point number two. Point number one was control. Point number two was selling education or selling the modality of what you’re selling at the end and selling during your presentation. The third cool thing that I saw that was really fascinating with how these guys at FortuneBuilders were presenting this sales presentation was they planted what I called gated tools. He had one very specific gated tool that people needed to make their lives easier. Here’s what I mean by that. As he’s going through the content, he’s going through his three or four or five step processes for being successful in flipping real estate. In step number two or three, I can’t remember off the top of my head, I’ll include it while I do the deep dive inside the vault. In step number two or three, he was talking about how it can be really complicated to calculate how much to budget for renovations and really calculate your all-in cost as you’re flipping real estate. He’s going through all of it and he’s making it sound very complicated up on the screen. He has this spreadsheet tool thing that he’s showing at the end. As he wraps up all the numbers, he goes, “Here’s the really cool thing. I just plugged this into my software and boom, it spits out my final number of what I need to be successful.”
He’s telling them, “Isn’t that cool? Wouldn’t you want this tool?” He’s showing them this tool, but of course you only get it if you invest in their three-day workshop. He doesn’t say that right then, but he is opening that loop saying, “Wouldn’t it be awesome to have this tool?” I remember at that presentation somebody was like, “How do I get that tool?” He’s like, “I’ll show you how you can get this tool at the end of our presentation today.” That was really cool thing. What was a really cool thing was this gated tool or this gated piece that he was demoing and I’m all about quick wins. If you’ve followed me for any length of time, one of the biggest things that you can do inside your webinar is give somebody a quick win. Give them a demo, give them a quick win like, this is really possible. Because he was basically saying the number one risk in your real estate business is going to be not having your numbers ironed out. That’s where people really screw up and where they go underwater, is not having your numbers lined up. This tool prevents that from happening, and the only way you can get that tool is through the workshop. Planting gated tools that provide quick wins for your audience. That was the third thing that they did really well. Number one was controlling. Number two is selling education. Number three was planting gated tools.
Number four is a much more advanced technique and advanced tactic that I found fascinating and actually I almost left, but they hooked me in, and they hooked me in here. What they did at this event was they actually had two offers and it was what I call a split offer. The entire presentation, start to finish was about two hours and by the hour and ten-minute mark, I think they had made their pitch for the three-day workshop and it was a $197 or $199. The way that they presented that was fascinating in itself. I’m going to talk about how they did the price drop and the positioning and the whole nine yards and side of the vault. It was really well done.
What I found fascinating and I didn’t even know this was going to happen, they do the entire pitch and I go to the back of the room to go purchase that live event. I asked the salesperson who was checking me out. He goes, “Go to the back of the room and sign up for the workshop, and I’m going to continue on with something that I promised I would give you guys as a little bonus.” He was talking about some other technique inside of the train or inside of the presentation. I’m signing up while he is still presenting this bonus material. I’d say probably about seven or eight of us are signing up to purchase the three-day workshop. She’s checking me out and I asked her, “Is this the end of the workshop?” She goes, “No.” I asked her. “Is this the only thing that I can buy at the workshop?” She said, “No, he’s going to be going through something called tax lien investing or tax deeds and tax liens towards the end of the presentation as soon as he’s done with what he’s talking about.” I’m like, “I’ll stick around.” I finished my purchase.
She never even offered it to me at that point. The only thing that I could buy was the, and this is important to how they had to set up. The only thing that I could buy was $199 three-day workshop. I bought it and she hands me this big yellow bag. It’s just bright and bold, you can’t miss it. She goes, “Go sit back down into your seat.” That’s what she’s doing. She’s sending everybody back to their seat after they complete the purchase to finish the presentation. There’s social proof and social fear of missing out as everyone who’s purchased is going back and they’ve got this big yellow bag sitting right next to all the people who haven’t bought yet. I sit down and he goes through another fifteen or twenty-minute presentation and he get into his second pitch. He goes into the second pitch. When he reveals the price of the second pitch, it’s only $100. It’s a no brainer upsell. He goes, “The only way that you can get this is you can’t buy it separately. I’ll give this to you. Normally, we sell it for $1,000 or $2,000, but I’ll give you a deal. If you sign up for the workshop and you come to the workshop, I’ll give this to you for just an extra $100.” I could only get that tax lien course if I bought the workshop.
What was fascinating was I ended up being way more interested in this tax lien course, this tax deed investing course. I’m legitimately interested. I’m not just buying because I’m buying. I bought because I was legitimately interested and it was almost like that was the low hanging fruit right there for me. I don’t think they’re intending to do this because just the way that they did the presentation, but for me and screw house flipping, I just want to do this. I went back and I bought that tax. It was an info product that was delivered to me instantly and I bought that up sell for $100. My all-in investment for the day was about $299. I just found it so fascinating that they split this offer, but I could only buy that second offer as an upsell. I had to buy the first course in order to get the discount for the second one. I don’t know if they’ve always been doing that. I don’t know if that’s a tactic that I’m just not aware of. I thought that was fascinating. By the end of that, people had kept going back to sign up and to complete their purchase. I think by the end of the presentation he had closed probably between 60% to 70% of the attendees, most of the people that are bought. It wasn’t like a mass table rush. It wasn’t like a mass flood by the end, but it was gradual. There was a surge of people in the beginning who bought when he opened up sales the first time and then he paused and he went into more training and then he made the page for the second course for $100, I’d say close to probably 60% to 70% of the room. It was really well done.
Number four is split offers. The final thing that he talked about, which I thought was really powerful, was point number five, fear of the unknown. Here’s what I mean by that. When you do a sales presentation, you’re always trying to sell somebody on the transformation. It doesn’t matter if you’re selling them on buying a pleasure. There are two main things that you buy, you’re either attracted to a pleasure or you’re trying to remove a pain, and no matter what you’re doing. You’re always trying to sell the transformation. In point number five, fear of the unknown, he’s speaking to a business opportunity, audience of business opportunity crowd. The way that he created this fear of the unknown was most of the audience in there was currently employed. They weren’t self-employed, they were currently employed and so he kept dropping lots of hints.
I’ll give one specific example because this is just what’s off the top of my head, but I remember he kept talking about how you could lose your job at any day and you don’t have the security of making your own money. He was combining this with that selling point of education. You need education to be successful. You have no idea what’s around the corner. You could lose your job, but it’s always the fear of the unknown. Fear of the unknown and taking control of your destiny. Some might not agree with that and I’m not advocating either way. I’m just reporting and analyzing what he did, and I can tell you without a shadow of a doubt it worked. Because I’m looking around the room and I’m seeing people nod their head.
How much do you want to save for retirement? What do you want to provide for your children and you have no idea what’s going to happen tomorrow? You could walk in and your company could go belly up and you can be left without a job, but he’s constantly selling the fear of the unknown. All of this combined, the five key points that these people at FortuneBuilders did very well in their sales presentation, that I think you can all model and reflect at some point inside of your own sales presentation and your own sales webinars.
Number one, control, maintain control of the entire process from start to finish. Number two, selling the education or selling the modality. They have to be convinced that whatever the modality is that you’re selling at the end, you better convince them very early on and that’s not your product. Information and education for info products, that’s what they’re buying. You better sure as hell make sure that they want to buy and they want to know why education and information is important for them. Number three, planting gated tools throughout your content, letting them build that desire of needing that for fear of screwing up. Number four is more of an advanced technique that I have never tested myself, but it’s called split offers where they positioned the upsell and they have two offers during the event. I can’t explain it any simpler than that. Number five is fear of the unknown. What could possibly happen to them?
This was such a fascinating experience and I highly encourage anybody in just life, goal, experience, whatever it is that you’re trying to perfect. Because inside of our digital marketing world or internet marketing world, we can be bottled up inside this bubble. It’s excellent to go watch people’s webinars, see what they’re doing, but take it a step further. That’s what I really challenged myself to do on this excursion to go to a live sales presentation. I pulled a lot of golden nuggets away from this experience and I’m excited to push the boundaries and see what else I can go in and reverse engineer and model for our own benefits. I hope you enjoyed this episode. Take away those five key points for your sales presentations. I know you will love it and if you apply it correctly, I know it will do wonders for you. Until next time. Thank you for tuning in.