Here Is What You Will Learn In This

4 Video Masterclass

VIDEO 1: Name a Big, Relevant Change in the World

Don’t kick off a sales presentation by talking about your product, your headquarters locations, your investors, your clients, or anything about yourself. Instead, name the undeniable shift in the world that creates both (a) big stakes and (b) huge urgency for your prospect.

VIDEO 2: Show There’ll Be Winners and Losers

All prospects can suffer from “loss aversion.” That is, they tend to avoid a possible loss by sticking to the status quo, rather than risk a possible gain by opting for change. To combat loss aversion, you must demonstrate how the change you cited above will create big winners and big losers. In other words, you have to show both of the following:

1. That adapting to the change you cited will likely result in a highly positive future for the prospect; and
2. That not doing so will likely result in an unacceptably negative future for the prospect

VIDEO 3: Tease the Promised Land & Introduce Features as “Magic Gifts” for Overcoming Obstacles

It’s tempting at this point to jump into the details of your product or service. Resist that urge.If you introduce product/service details too soon, prospects won’t yet have enough context for why those details are important, and they’ll tune out. Instead, first present a “teaser” vision of the happily-ever-after that your product/service will help the prospect achieve—what I call the Promised Land.

Your Promised Land should be both desirable (obviously) and difficult for the prospect to achieve without outside help. Otherwise, why does your solution exist?

VIDEO 4: Present Evidence that You Can Make the Story Come True & Open Cart

In telling the sales narrative this way, you’re making a commitment to prospects: If they go with you, you’ll get them to the Promised Land.

But the road to the Promised Land is, by definition, littered with obstacles, so prospects are rightly skeptical of your ability to deliver. The last piece of the pitch, then, is the best evidence you can offer that you can make the story you’re telling come true.

By far, the most effective type of evidence is a success story about how you’ve already helped someone else (who is similar to the prospect) reach the Promised Land.