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How Do You Build a Signature Sales Presentation THAT CONVERTS?
Episode 3114th August 2023 • Course Building Secrets® Podcast • Tara Bryan
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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 a scalable 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 business owners who are passionate about building awesome customer experiences.

We do that by building engaging, motivating, gamified, and customer-centered digital experiences. We come up with ideas and strategies to ensure that our customers can thrive and succeed.

To learn more:

Find us at https://www.taralbryan.com

Here are two ways we can help you create, grow and scale your business:

1. Want to package or pivot your business? Download our free Step-by-Step guide to get the exact steps you need to create and grow an online business.

Step-By-Step Guide

2. ALREADY HAVE AN ONLINE BUSINESS & READY TO INFINITELY SCALE?

Download our free 50 Ways to Engage Your Customers guide or Schedule a 30 minute call with Tara to talk about our offers that will help you master the game.

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Transcripts

Unknown:

Everybody, welcome to this week's episode of the

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course building secrets podcast. I am thrilled that you're here

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today. Hey, in this episode, I'm going to go a little bit behind

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the scenes and share with you a little of our launch strategy.

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So one of the things that I think is so powerful about being

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able to speak to you guys, in this podcast on the YouTube

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video, and all of the things is that we're able to share our

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best practices, both what we're doing with clients, as well as

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what we're doing in our own business. And so hopefully, it

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serves you because it's not theory, it's not information,

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it's really actionable tips that we're applying all the time,

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again, both in our business and also for our clients. So today

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is no exception. So I want to make sure that, that I dive into

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a little bit of the detail of how we're doing this launch that

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we're working on right now. And, and some different pieces that I

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think will will help you Hey, and if you like these episodes,

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both on the podcast and on YouTube, we'll give us a like a

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subscribe a rating, wherever you're listening, however you're

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seeing it, go ahead and and just click on or whatever it is, you

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can click on that lets you know, it lets us know that you

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appreciate what we're doing. Because obviously, we love

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giving you this free content.

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But we want to know that you're listening. Alright, there you

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go. I'm gonna jump right in. Okay, so today I want to talk

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about your signature presentation. And what that is,

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sometimes people call it a webinar or workshop or a

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challenge or whatever else. But basically what it is, is kind of

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the

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the initial training that you are doing to help somebody make

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a buying decision. So they've come into your world in one way,

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shape, or form, either through this challenge, or training,

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right, they're interested in attending because they like what

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you have to say, or they've come in through email list or

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something else. And, and so what this is doing is helping them

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understand what it is that you do, how you like, what your

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approach is, what your methodology is to the problem to

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the solution that that gives gives them the solution to the

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problem that they have. And then whether or not they want to work

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with you in a purchasing capacity. So your signature

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presentation is really all about that. Usually, we recommend

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doing one main signature presentation, you could have

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some variations of it. But usually you're just doing one

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that is

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teeing up what it is that your philosophy is the methodology,

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and then giving them an invitation to continue working

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with you.

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Okay, so that's the frame in which I'm talking about today.

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So again, you could call it a perfect webinar, or you could

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call it a signature presentation, doesn't really

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matter what you call it, but it's basically that kind of

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initial piece of training or

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content that you're giving to help them one solve kind of one

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immediate problem, and then basically ask them for a broader

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commitment. Okay, so a lot of times when people approach this,

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when they aren't used to this game is that it's just a

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training session, right? You're just giving some training some

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high value content, and then you're going to ask them for the

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sale at the end. And then and then hope that they buy right.

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And, and so one of the things I want to share with you today is

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sort of the strategy behind how you put something like this

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together, because it's not just showing up and sharing

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information. The point is, yes, you want to elevate your status,

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right? You want people to see that you have experience and

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that you know what you're talking about, right, that

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you're actually not just, you know, like an overnight expert,

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right. And so that's super important. However, what you

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don't want to do is give too much training, because that's

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not actually going to help them solve the problem. What's going

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to help them solve the problem is giving them the belief that

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if solving their problem is possible, because remember where

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they are on the journey as they're just sort of at the

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first place where before they signed up for your thing,

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they're either wandering around, kind of hoping that somebody is

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going to come into their worlds give them the answer that

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they're looking for. Right? Like I have a problem. I don't know

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how to solve it. I wonder if there's anyone out there who

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could help me. I could sort of the mindset that they're in, or

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they're like, I don't even know what questions to ask, but I

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know that something's not working. Which direction do I

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go? How do I move forward, right. So remember, whenever you

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are working on some sort of product or service, it's an

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answer to a problem.

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Somebody has, right? It's not just like, I'm an expert, and I

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want to like just give you information, that's not actually

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going to sell or build your business. So you need to be

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solving the problem that people are wandering around hoping that

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somebody is going to provide an answer for them. And then the

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next step is to put it into some sort of framework, that that

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allows those people to not only identify that they have a

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problem, and that you're the person to help them solve the

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problem.

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But that it's going to be easy for them or possible for them to

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solve the problem. So with that, there are sort of some key

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pieces that you put together, outside of the teaching

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elements. And and then they help kind of frame what the teaching

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element should be, because you do want to get a lot of value in

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the training that you're doing. But the value is a little bit

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different than you may think. Right? It's not just like giving

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them information or giving them a formula, it's actually taking

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them on a journey. So the very first thing is that you want to

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be very clear about what your solution is, what your vehicle

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is, right? Like how you can help solve that problem. And what

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that looks like. The most successful ones are the ones

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that have some sort of methodology framework, something

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that's packaged, right. It's the, you know, Tara's

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methodology to this, right, like, it's, it's an actual,

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it feels like it's a physical manifestation of an outcome.

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Right? So that's the very first thing that you want to do. So if

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you can give them the belief that that the this vehicle that

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you have this solution, this product or service, is the

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answer that they're looking for, that's going to solve their

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problem faster and better and easier than anything else, then

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they're going to buy, right. And so that's the first

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identification is what what is it that you need to sort of

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package and talk about, in order to get them to believe that

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you're, you've got the best option for them. Because that's

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what you need to believe. Now, if you don't believe that, then

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you need to do the work first and make sure that you have a

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solution that you believe in so strongly that you know that it's

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the fastest, the easiest, and the best solution for somebody

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to solve the problem that they're wandering around having.

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That's the first order of business. So if you haven't done

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that, then you need to do that first. And that doesn't mean you

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have to totally build it out. But it means that you have to

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have the strategy for what your framework is what your

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proprietary methodology is, because that's what people are

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paying for. Right, they're paying for the fastest path to

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success. They're not just paying for you to give them information

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that's not valuable for them. And so that's the very first

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thing if you don't believe that, then you have to believe it

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first, before you can help other people believe it. But the goal

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is that you are helping them see that your vehicle, your

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framework, your methodology, your product or service,

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whatever it is that you are selling, is the way that they're

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going to get to the answer that they're looking for. Okay, so

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work on that first, and, and really feel confident that this

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is the solution, they can't get it anywhere else. If they go

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somewhere else, it's going to cost them more time cost them

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more money, and and whatever else. Right? So that's the very

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first order of business, then the way that you're going to

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structure your presentation is actually not in teaching

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elements, right? So a lot of times, we'll do you know, the

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three secrets, or the three items, or the three, this or the

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three that right? There's a whole kind of psychology behind

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the rules of three I'm not gonna talk about today. But typically,

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you have about that much time and people think in the in in

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terms of threes. So, three secrets, three tips, three

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strategies, three mistakes, whatever it is, right?

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Typically, that's how you're going to frame up your

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presentation. You don't have to all the time, but any more than

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three, you don't really have time and you less than three,

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then you're not actually going to tee up the three things I'm

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going to tell you are the secrets to being able to move

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somebody to make a good buying decision that they feel

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comfortable with. Okay, so there are three main sort of beliefs

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or objections that you need to overcome that people have around

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the vehicle that you're selling. So around the answer to their

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problem. So there's three main kinds of things that people trip

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up against. One is, do they believe that your solution or

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the solution to their problem will help them

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Right. So it doesn't even need to be your product or service at

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that point. But like, do they believe that there's a solution

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to their problem? And do they believe that it's possible to

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fix whatever they're dealing with?

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That's the first sort of false belief that you need to

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overcome. Because that's what's going on in their head is I have

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this problem. I don't know, if it's solvable. I, I'm

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overwhelmed. I don't know what to do blah, blah, blah, all the

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things. And so that is a very first order of business is how

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do you help them see that this solution is going to move them

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from point A to point B.

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So that's your first job is to overcome that false belief that

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this vehicle this, this solution will or will not work for them?

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Okay. So that's the first thing that you're teeing up, as, is

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kind of the teaching element is you're teaching them to go from

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this false belief to having belief that this is possible for

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them. So it's all about building the possibility that this option

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will work for them.

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It's not teaching them the framework and and you know, the

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six components and what they all are, and going into detail about

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all the things right, it's teeing it up, but it's not.

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You're not teaching each of the steps, right? So this is the

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what and the why not the how, the how comes in then purchasing

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your programs. So it's why is it important? What is it around the

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wrapper of this being what's possible for them? type. So

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that's the first thing. The second thing is you have to work

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through their internal false belief that it's not something

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that they can do, right? There's some

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internal challenge that they're like, Well, that may work for

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other people, but I don't know if I can be successful with it.

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Right, for whatever reason. And so you have to help them bridge

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that gap. Where, you know, can I do this? Is it possible for me,

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I know, this works for other people, but I don't know if I

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can do it. So you have to help them jump over that hurdle,

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which is giving them

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you know, examples, case studies, stories, different

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things that help them see that other people like them, have

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also, who had that problem, also have been able to overcome the

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challenge. And so that's the internal belief, false belief

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that needs to happen throughout the presentation is to move them

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into it's possible. And not only is it possible, but if other

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people can do it, I can do it. And that's, that's the goal is

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to get them to that place. By the end, they're like, I can do

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this, this is possible. If that person can do it, I can do it.

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This isn't as hard as I've made it out, in my mind to be. That's

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that second kind of false belief that you need to tip over in the

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middle of this presentation. Then the third one is the

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external false belief. And this one is, okay, well, I believe

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that this is the right solution for me, I believe that I can do

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it. But there's some sort of force outside of me, that's not

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going to let that happen. Time, money, technology, all of those

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different things are great,

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great things to look at to see is that what's in in the way of

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somebody making a decision to solve their problem, right? I

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don't have time I'm already overwhelmed. There's so many

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things going on in my business in my life. I know I can't

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devote the time to this, right. That's a that's an external

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belief.

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Tech, I don't have the right tools. I don't understand

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technology. I don't want to learn technology. I know I can't

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do this until I master that. I'm going to put it off right, I'm

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not going to make a decision because that just seems

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overwhelming to me. That's a an external false belief.

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And then money, right, I don't have the money, I don't have the

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ability to pay for a solution to this problem. So all those are

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examples of external false beliefs. And so your job is to,

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again get them from point A to point B to they believe right

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now that those are their hurdles that they cannot move forward

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because they've got these obstacles in the way your job is

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to tip them over and get them past the obstacles past those

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hurdles, so they can move forward. And so these are the

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the strategic elements that need to go in each one of your

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signature presentations, so that you can help people

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not only know that this is the right solution

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for them, and that it's possible to solve the problem that they

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have. But to get them past their sort of

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level of inertia, right? Like, we all have something that

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stands in our way of moving forward and taking things to the

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level that we really want to be operating at, right. So if

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there's a problem that you have, you're, you're usually trying to

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solve the problem. But there's a huge gap between wanting to

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solve the problem and actually solving the problem. And so the

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people who are able to make a buying decision, have the

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ability to see how each one of those false beliefs or

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objections can be eliminated to get to their outcome. Now, if

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somebody's pain is really, really strong, that strategic,

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the strategic points I just went over are less important. They're

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all important, but like less important, because that pain is

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so strong that they have the internal motivation to to solve

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that pain. But most of the time, 80% of the time, people need a

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little bit of help to realize that it's possible and not as

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hard as they're making it out to be, right. And so that's what

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that signature presentation is. Now within each of those, you're

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actually teaching, right, you're giving stories, you're giving

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case studies, you're helping them have a couple of sort of

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fast wins for each of the things that your teachings, so they see

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that it's possible, they see that they can apply it to their

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world and move things forward. But the whole thing isn't about

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teaching. And I think that was one of the things that I really

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had to learn in this whole process, when I started this,

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when I started kind of studying this years ago, is that I'm an

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actual teacher, right? Like, that is my thing. I love

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teaching, I love training, I love designing training, I love

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doing all of those things. But the you know, and I was like,

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Oh, I can teach all day, like it's no problem, blah, blah,

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blah, I'm really comfortable with that. But the sales

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process, the moving a prospective buyer to purchase is

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not just about teaching and showing that you have that

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knowledge, it's about bringing them along on the journey and

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meeting them where they are. And where they are, is they have a

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problem. And they don't know whether or not they can trust

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you, you have the solution. And if you're able to help them move

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forward, right. And so that's your job in this in this initial

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presentation, if they have signed up to to, you know, spend

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some time with you, your job is to help them move from point A

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to point B. And where they are right now in the journey is just

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looking to see if they can make a buying decision with you like

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do they trust you? Do they like you? Do they think that you're

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the person that's going to help them? And if they're not, then

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you say great, like, you know, keep looking, somebody will be

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able to help you don't try and help everyone, but be very

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specific about helping them move over their hurdles. So hopefully

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this serves you because I think that a lot of times,

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well, I mean, we deal with this with our clients all the time.

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And even you know, yesterday, I had to go through this activity

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because I'm doing this, this act, this presentation. For my

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program, I had to go and sit down and do this activity again.

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Right. So every single time I do a presentation, I go in and I

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look at, okay, what's the vehicle? You know, what's, what

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are the false beliefs that I need to help my my prospective

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customers see in order to make a buying decision? And what

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objections are they going to have? Right? Like, what are the

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things that they're tripping up against? That may cause them to

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say, well, I don't know if now it's the right time. I don't

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know if I have the the finance, I don't know if it's a priority,

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like all the things right. And so I literally every single time

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I do this, I go back and I look at those because again, I like I

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said earlier, for me, it's really easy to teach, I have

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frameworks. I have an overarching methodology. I've

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got insights and ideas and all the things if you've listened to

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the podcast, like you know, right, like, I, I have lots of

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knowledge. I've been doing this for, you know, 20 plus years.

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And so my tendency is just to show up and serve and teach. And

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so for me, it's a disciplined habit for me to to look at it go

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Okay, so what's my objective? How can I help my prospective

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customers see how valuable it is because we have the tools to get

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them from point A to point B. And so they don't need to be,

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you know, having that challenging or they don't have

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to be having that problem.

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But my job is to help them move forward. And stop kind of stinks

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stuck, right. And so, so again, like I do this each and every

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time. So yesterday, I spent the afternoon, just going through

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and validating that I had the right pieces in place. So then I

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can wrap that around the training. So when I asked for

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the next step, people will know that either it's for them or not

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for them, right, now's the right time, or now's not the right

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time. This is the place to put their investment dollars or it's

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not right, they can make an educated decision, because they

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have all of the information and examples of how other people

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have overcome those challenges. So hopefully, this serves you,

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obviously, we go a lot deeper in this in the coaching and

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programs that I offer. Because this is a key strategy in your

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customers journey. When you help them, help them kind of, you

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know, get over that place of like having the problem and that

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you have the solution. And the more you can frame out the

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vehicle, the solution, the product or service that you

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offer, the more clarity you give them on the roadmap that they

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have to go through their the Success Path, whatever you want

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to call it,

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the easier it is for them to have the confidence that they

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can come into your program and get results, right because

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there's something specific that they're going through, and they

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can see it. So even if this is your beta, and you're doing it

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for the first time, you don't actually sell it without having

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your signature framework, your success path, your your

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methodology, whatever you want to call it, I don't care what

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you call it, without having that dialed in and set that as the

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very first order of business is that you do not just like decide

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you're gonna do a new topic or a new course or whatever you're

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working on, and throw it out there without having that that

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signature framework setup. And so again, these are the things

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that we're working on a lot in the learning experience. And

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kind of the private clients that I work with is getting this out

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of your head and getting it into a packaged program or a packaged

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product. Even if you're doing one on one that allows you to

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start to develop your systems so that you can grow and scale as

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quickly as possible. If you're interested in that, just give me

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a shout. There are lots of ways to get a hold of me you can go

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out on the website TLS learning.com. And and that you

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can just schedule a meeting with me right there, or jump into one

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of our programs. Or if you want to see this in action, you can

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show up to one of the signature presentations. But hopefully

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this serves you and hopefully you were taking notes because

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these are very strong golden nuggets that a lot of people

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aren't talking about because they they aren't sort of sharing

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that right it's it's the ninja tricks of how you sell how you

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get your prospects to really understand and want to be a part

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of what you're doing. So there you go. Have a great day.

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