The Presentation Formula: How to Build a Sales Presentation That Actually Closes

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If you want to see the average earnings, please visit the page at www.empowernetwork.com forward slash income dot php. All right, so let's go over presentation formulas. So I want to talk about, you guys have a flyer or a handout, right? I can't talk. I need more coffee, right?

It's from talking for a long time. And we're going to talk about presentations, right? And where do presentations fit in? Let me tell you where they fit in to your business, right? And then here's what we're going to do that's a little different.

I'm going to walk you through a formula to create presentations, and then we're going to give you two examples, because the formula goes across different mediums of presentation. So I'm going to talk about presentations, okay? You can do this on the internet. You can do this on conference calls. You can do this in hotels, okay?

And it works in all three. Now, the only thing I'm going to suggest with hotels is that if you do the hotels, you do it like we're going to teach you to do it, because it's an attractive way to do it, right? I don't really, you know, suggest doing hotel meetings and running all over town trying to get people to them, not because it doesn't work, but because it's just awful and horrible, and I'm not an awful, horrid human being and going to expect you to do something that just, I think, sucks, right? However, it's a good environment for a lot of you. A lot of you could get in front of rooms, and you can close people and stuff, and if you just had a strategy for utilizing that, you could make a lot of money with a couple hours a week, right?

And I actually have fun doing that. I actually like meetings. Chris and I did meetings together for like a whole year up in Alaska. The thing I didn't like was getting people to the meetings, because that part was awful. It was like driving around, giving DVDs out, or mailing them out, and then doing three-way calls, and it was just the worst thing ever.

But if I had a good way to get them there, I love standing up and selling, you know? I enjoy that. I enjoy that stuff, and I'm going to tell you guys how I sell. So, in any case, if you open this, I've got to find the page, right? And this is a magical formula.

Here's what we're going to do. We're going to tell you how to do it on the internet, and we're going to show you how to do it offline, and then we're going to set some outcomes, and I'm going to give you guys some calls to action. So, where else does it fit in? It fits in that if you want to build a big community, you should be doing some kind of live presentation, where you sell at least once a week, okay? Now, I don't mean you sell the whole time.

I don't mean you get up and show the same opportunity slides over time. That's not what I'm talking about. I'm not talking about like a weekly, you know, meeting. That's not what I'm talking about. I'm talking about a meeting that you get people to that's live, where you also sell, right?

You don't have to sell the whole time. You want to give value most of the time, but I'm going to talk about how to do that and how to give calls to action. So, where is it, I think it is, it's the 12th. Five. Stages from back.

Hey, look at my own form. All right. So, we have a worksheet, effective presentation construction, and there's two pages, 12 steps. You guys got that? Okay.

So, this is a formulaic way of doing presentations, and as long as you cover all of the steps, you will exponentially increase the amount of people that buy stuff when you do live stuff. You guys excited to learn that? Now, I'm going to teach you this in principle, and you can construct this differently for all kinds of different products. Right? And I'm going to show you an example.

We're going to do, and we'll try to keep it shorter, just because we want to do a short example. I'm going to do an example with Paul once I go through the formula, because he does a lot of live stuff, and I'm going to show you an example that's like a mock internet hangout. That's what I'm going to do, because I just want to create this on the fly and show you how well it works. And so, we'll do that in a minute. So, here's the steps in creating a powerful, compelling presentation that sells tons and tons and tons of shit.

Okay. You can't even believe how much it is. Right? Number one, get their attention.

Right? And I think a better way of phrasing that is break attention, because people's attention is on something when they show up to your things. Now, if people jump on like a Google Hangout, or they come to a meeting or something that you're doing, or a conference call that you're doing, or whatever it is, and you don't get their attention and change their state, right? You've got to battle through the whole thing to communicate. Right?

You've got to battle through the whole thing. Right? So, how do you capture attention, break attention, change state with people? A lot of ways to do that. You could surprise the crap out of people somehow.

That's a great way to do it. But it doesn't work all the time, because if you surprise people at the beginning of everything you ever do, then they're looking for the surprise and it stops working. Right? But it's not necessarily just being surprising or capturing their attention or capturing the state. You could come on with just something that's unique and different. Let me give you an example, right? I could start up a webinar, right? Or let's say somebody introduced me and I came out and I was doing a presentation in front of people, right? Rather than coming up and saying, today I'm going to talk about blah, blah, blah, blah, blah, blah, blah, which is what everybody does, I could walk out and start with a compelling part of a story, right?

In the middle of a sentence. Always surprises people, always captures attention. Let me give you an example of how to do this, all of which I'm going to make up on the fly, right? Way to do this. I get introduced or I pop on a hangout, I could step out and I could say, I had slept in my van for the last time the day before I got started in my business in 2009.

Good example, right? Okay, another example. You know, I actually like this one. It was from a Randy Gage training, I think. You know, he stepped out and he did a presentation and he just paused for a second.

And I looked down and he said, what would you do if your dream died? Right? That's like the dramatic entrance break state. I mean, immediately, even though I'm explaining it, it still works. You know what I'm saying?

So you could start in the middle of a story with some sort of dramatic sentence. It's a great way to start a presentation. But even if you don't start like that, you want to absorb people's attention is really what I'm saying. That's the purpose of that, to absorb people's attention. It's actually a fairly easy thing to do if you know what you're looking for, okay? A great way to absorb attention is just to describe something in unbelievable detail, okay? And it's another way to do it, right? So if you go out and you're doing a presentation and you just start talking or whatever, let me give you an example of how to absorb people's attention into something that you're saying.

I remember hearing a beep, beep, beep, beep, commission notification after commission notification after commission notification. I had never felt like I had really made it before that day. Totally absorbed, right? Instantly. So anyways, what's next, what's next?

All right, develop a relationship. I'm going to change a different way of describing this. You want to capture attention, develop responsiveness, develop rapport, right? What's rapport? Rapport is people responding to you.

It's not people liking you, right? They could like you if you have rapport. They might not like you at all, right? Sometimes people are like, I don't like that guy, but gosh, I'm joining, right? That's fine, too.

I don't particularly care if they like me because I don't know who they are at all. And if they hate my guts and join, it's good enough for me. You know what I mean? It's fine. Like, I'm going to show you, Dave Wood.

I hate your guts. I'm joining and I'm going to be the number one earner. Fine with me, right? I don't particularly care if they like me or not. You know, some people get that.

It's like it's all about building relationships. Really, is it? I mean, do you want to be friends with everyone? I mean, you know, I pretty much actually like everyone. But really, I mean, let's be real.

If you have 10,000 people in your team, how many of them are you ever going to meet? A hundred. I mean, you can't meet 10,000 people in an organization. If you have a big one, or I hope you one day have an organization that's so big you can't possibly remember all the names of your leaders.

You know, I mean, and you keep forgetting them because there's just too many of them. It's a great place to be. It's a much better problem to have than trying to build friendships with everyone you sponsor. Right? I mean, like, hey, that's rude.

Not really. No, it's honest. I mean, you guys are all here because you're greedy bastards. You just want to make money, right? So create responsiveness.

Now, how do you create responsiveness? There's a lot of different elements and ways to create responsiveness. Remember, every time you're speaking to a group, that group is represented by multiple different kinds of personalities, right? And you want to cover things that are interest to most personality profiles when you're introducing some kind of a presentation or you're going to be missing a huge part of your audience, right? And the ways to reach all the main personality profiles are to make sure you challenge people.

Right? Because that gets the red personalities going. Right? Some people, they just get upset by it. They just get, you know, sparked by a challenge.

I was talking so hardcore last night. We got a lot of red personalities in here, you know? That's why you challenge people on the phone. You say, you know, are you serious about that? I'll tell you the fastest way to get a red personality to join.

I don't even know why I'm calling them a red personality. I think that comes from some Myers-Briggs bullshit. But, you know, somebody's challenging you and then you just shut them up. And the person who argues with you the most responds the most positively towards that.

One time, true story, okay? I was just, you know, somebody schemed me into a three-way call somehow, right? They schemed me. And I hate three-way calls.

And I was like, how did this guy do this? What happened was I picked up the phone and somebody had gotten my phone number. And then they said, David, I got this prospect on the line. And the person was right there. And I was like, right?

And then the guy started beating me to death with questions. Like this question, question, question, question. And so, what I did was I, you know, I started answering and then he cut me off. And then I started answering and then he cut me off.

And the third time I started answering, he cut me off. I said, fuck you, right? And he said, excuse me? What did you just say to me? Like he's going to do something.

I'm living in Costa Rica, you know, you're going to fly down, you know. And are we going to do this? Are we going to do this? Are we going to throw down? You know what I'm saying?

I live in another country, sorry, right? What did you just say to me? And I said, maybe you just missed the part of the conversation when I told you to go fuck yourself because you're being an asshole. Pause. And I said, look, here's the deal.

No more fighting. Funny enough. I said, here's the deal. What do you do for work? He's like, I'm an insurance salesman.

I said, how much money do you make? Is it a habit of yours to get on the phone with people who make dramatically more money than you? I mean, I make more money every month than you make in a whole year, okay? Is it your habit to get on the phone with people that make more than you make in a year, in a month, and to argue with them about everything because you look like an idiot right now? Pause.

He said, here's the deal, I'm going to hang up the phone and I will never ever talk to you again, ever, unless you join. Click. Now, I accomplished two things with that phone call, right? Number one thing I accomplished is my downline never did a three-way call with me again. Score.

Number two thing, the guy hung up and joined. And that just broke all the rules, didn't it? Don't hear that in a script book. Okay, so, you know, you create responsiveness, right? What's the best way to do that?

You want to... The best way I could describe the way to catch everyone, okay, is to think about people on a scale and to speak to the whole thing, right? The best way to hit everybody is if you've got a story that relates to everyone, right? And here's the thing, every struggle story connects with virtually every human being on the planet. It makes sense?

Right? Why do I tell my van story? It's not because most of you have lived in a van. It's because most of you have been broke, right? Most of you have had some hard months where you've had a hard time paying your bills.

Most of you have been at a point in your life where you're at a low and you need to make a decision. Most of you have been at a point in your life where it's like you're up against a wall. Some of you are there now, right? So when I tell that story about my back being against the wall... I had no money and I'm fired from my job and I'm angry at everything.

Everyone connects with that even though they haven't lived in a van. Right? Does that make sense? Best way to connect with a room ever is a story where you overcame something, right? And another way to create responsiveness with people in the room is to start using descriptive language that makes sure that you hit all of the main representational systems while you're talking.

Like a lot of people, they don't realize it, but when they communicate, they communicate only talking about one of their senses. They're always talking about what they're seeing, for example, right? And they just do that completely unconsciously. You ask them what they're thinking and you're like, you know, I'm seeing that this is becoming a little bit more clear, right?

And another person right next to them, they use a lot of kinesthetic language. And generally people tend to fall within certain types of characteristics in the way they communicate, right? It's kind of like they feel inspired to make a decision. A lot of people. I'm like that.

Right? I respond to visual talk less. Some people, they see a picture clearly and make a decision, right? And they always are using visual systems.

And so when you're describing stories, try to talk about visual, sound, kinesthetic. You describe all the senses when you're telling stories. Because when you do that, you capture most of an audience. Make sense? So if you're telling like an overcoming story example, and I'm just describing things that will be helpful for you.

You don't need to know all this stuff. I'm just giving you guys ammo for stuff. If you're telling a story, for example, about like, you know, my van story, give you an example where I touch all of the senses and I kind of sweep through all the people in different situations in life. And I'll do it. What I'll do is I'll give an example of this.

In three or four minutes. So I'm going to relate to all those people. And at the same time, I'm going to connect with the way virtually everybody in here kind of perceives things. Right? Does that make sense?

And to kind of capture you into that to where you want to pay attention to it. That make sense? Okay. So an example is, I'll just tell the story. Okay.

So I was sick and tired for the last time of being broke in 2009. I'd gotten fired from my job. I had 45 bucks left in my bank account. I remember logging in and hitting the refresh button. Angry.

I was 27. Fired. Homeless. And broke. It was like a sound.

Heard something in my head. It was like a voice inside. And it said, now's my time. Now's my time. I made a decision and I got to work.

I decided I was going to do whatever it took and I learned what you're learning today. Now, I didn't just learn it. I decided I'm going to learn it and take action. I decided I'm going to do whatever it takes to build my business. I decided if I'm going to talk to somebody, I'm going to talk to them.

If I need to write an email, I'm going to write it. If I need to pull out a camera and make a video, I'm going to make it. Because I was sick and tired of being angry, broke, and at the bottom rung of society. 90 days later, I remember it. I'm sitting there refreshing my email.

After a webinar, commissions after commissions after commissions after commissions after commissions. I drove over to my buddy Chris' house. I smelled funny because I hadn't showered in days. I was living in my parent's house where I'd moved from the van and I went over to his house and I said, Chris, you got to look at this, as I hit refresh. Now most people, they talk about dreams and I'm going to live the dream lifestyle and you know what they're really doing is doing home meetings every day.

And getting grandmas in their business for $4.22. You know what I did? I moved to Costa Rica. That was in 2010 in February. I remember the first time I walked down to that little red house in Costa Rica, went out into the sunshine, put my toes into the sand, I looked out over the ocean and I remembered that moment when I said to myself, now is my time.

Now is my time. Okay? Example. So it connects with everybody. So now this is the next thing that you want to do, is you've got rapport.

You see how fast that connects with people? See what people connect to is they connect with struggle and victory. That make sense? Make sense? Okay.

So clarify their problem. Really what that is, that's speaking to a specific problem people have. Speaking to a problem. Okay? People have got problems like we've been talking about all day and if you don't speak to those problems then you're just pitching.

Okay? You notice the difference in my conversations for example versus Paul's. Now the cool thing is Paul's was still working. Okay? Still working.

But what was the difference? Mine was identifying exactly what I'm going to speak to and just slamming the shit out of it. Right? Because then I've got a lever. Right?

And my lever is what you want. Best lever ever because you can't argue with it and if you do you look like you're lying. Right? Make sense? Every time you argue with your own lever you look like what you just told me was bullshit and you're not serious about your own future and your own goals and dreams.

Make sense? So when you speak to problems you're doing the same thing. Right? So what you want to do, every live thing you do, every presentation you do, you want to speak to the soul of the problem of the people you're talking to. Now if you're building a list in the home business niche or in like make money or something like that and that's where you're building your relationship I could just tell you that's the easiest thing in the world because it's the same stuff all the time. Right? People don't have big lists.

People are scrambling around. They're joining deal after deal after deal. They're always looking for the secret. They're always looking for a faster easier way. Right?

They're always looking for a leader to join. They're always blaming other things other than themselves for them problems. They're never recruiting enough people. Right? Usually because they're not working.

But normally they're not recruiting enough people. So it's all the same stuff all the time that gets people to join. It gets people to buy stuff. Make sense? You just talk about one of them and talk about a solution.

Right? So that's what that is. I'm not going to talk about that right now. Show them a solution to the problem. Right?

So if you talk about a problem, show people a solution to it. Right? What could you do as an example? You could just tell a story of all the dumb stuff you did that people do.

Right? Or bring somebody else out that has a dumb story and then show them how to fix it. Right? Yeah, I was wandering around in Wal-Mart the other day. Yeah, that's stupid.

Let me show you a better way to prospect than that. You know what I mean? Yeah, I remember, you know, talking to you the first time. And you were talking to me about how you were mailing out like, you know, magazines or something, making deals and stuff. Right?

And I was like, I don't know. I don't know. I don't know. Right? I just think that's the stupidest shit ever.

Right? I don't think he's stupid. I just think he was doing it trying to get rich not realizing that he's been doing that for years. Right? Years and years and years and years, always aiming for something that's never happened.

So some point in your life you have to realize there can be a better way to do things. Right? If you're always scrambling for something that's impossible, right, eventually you've got to look at that and say, there's got to be a better way. Well, here's what I did.

What I did was I learned how to sponsor two to four people a day and make money whether my team did anything or not. I'll bring enough people to do it on my own. And if my team wants to replicate that, fine. If not, no biggie. My team does nothing.

I'm not concerned about it. What I'm concerned about is allowing them the space to do it. Now, if they want to do what it takes, they've got a space to do that and they can accomplish it. That's what's important to me. If they're not going to do anything, I'm not going to hassle people.

But I discovered a better way. Even that, what I just said, was a part of problem solution. I was giving you an example without even telling you I was doing it. Set clear expectations of what you're going to learn, what you're going to get if you pay attention to the end. One of the things that will be really useful to you is just every time you do something, tell people why they want to pay attention and stick around.

By the end of this, you're going to learn this. Here's what you're going to get out of city to city. If you watch this entire hangout, by the end of this, you're going to learn how to sponsor literally everyone you talk to. These are the rules I'm getting.

Here's why. Provide social proof. Now, there's a couple of points in this that are the most important. By far the most important part of anything you ever do to sell is social proof. By far.

If you screw up most of the rest of this stuff and you've got social proof, you'll still sell. Okay? What's social proof? Demonstrating social buy-in and other people succeeding and other people joining in front of other people. That's what social proof is.

Does that make sense? Okay? So, in other words, like, Paul, here, come up here real quick, because we're about ready to get started on this stuff. Let me give you an example that he uses unbelievably well, unbelievably powerfully on hangout. Okay?

You want to talk about your hangout strategy with social proof? So, you get, you're on a hangout, and I've seen you do this, like, I've seen you do this because you post these photos where there's, like, 30 people on a Google hangout. Google hangouts, by the way, is free, right? And, you know, you're like, you, what do you do? You sell, you tell people to buy something, and then you, you bring them out on the hangout?

Like, tell me what you do. Well, basically, you know, it all depends on, like, which phase I am in my business. Like, if the events are coming up, we talk about not just getting into the system, but the importance of going to the events. So, then a lot of times, people, you know, who have made the decision, you know, either the week before, maybe that day, or perhaps on the event, you know, we'll bring those people that have bought on the hangout as we're streaming, you know, live, you know, via email, you know, Facebook events, you know, on social media and stuff like that. And they're just basically telling everybody why they made the decision.

Then, why didn't they make the decision prior to it? But why did they inevitably make that buying decision and just bringing them out? So, he basically sells, and then as they're buying, he brings them out after they bought and tells everybody else why they just bought. Like we did on Friday. You guys remember that?

You guys in the room? Who thought there was a powerful? Those of you who saw that, right? We got people to buy in the room and come up here and tell everybody else why they bought. Right?

I did that because of, you know, I saw him do that on a hangout. See, I learned from everybody in the team, right? And so, again, what he's doing is he gets on there as people are buying, right? And making decisions to buy something. He has them get on the hangout, right?

He has them get on the hangout live and tell everyone else why they just bought. And then he gives another call to action for people to buy, right? Yeah. Or even slicker. Like if you are unbelievable.

Unbelievably awesome, by the way. That's just like, I mean, it's ruthless. You know, you wonder why he sponsored. You don't wonder why he sponsored that many people because it's a small list anymore, right? Yeah.

Go on. Or even slicker. If you're like, you know, maybe you interact with your team and you already know that they're going to buy or they're going to plan on buying on that date. You know, you specifically say, hey, you know, you come on this hangout and you tell everybody why you're inevitably buying. So, you can always just kind of plan it too.

So, it doesn't have to be like spontaneous or anything like that. So, it's all on purpose, you know? Yeah. So, he's selling as they're buying. It's pretty gangster, isn't it, Chris?

Chris is like, oh, snap. It's over, right? That's about to change, right? So, in any case, so you guys see that? That's social proof, right?

Testimonials in a meeting. The most important part of the meeting, they used to say, and it's the truth. I used to do meetings and sit in the room and they're just like, oh, it's over. It's over. It's over.

There'd be five people sitting there like this the whole time until the testimonials. In which case, every single person in the room unfolds their arms, leans forward, and starts to drool like a dog, right? Because what happens is that people are like, yeah, whatever. But then they see all the success and all the people joining and all the people getting results and all the people making it happen. And they can't resist it.

They can't resist all of the people. Right. You know, Dave, I got to give credit to Kim because she, I don't know where she got this from. I actually modeled it from like a principle where like, you know, you're walking in a desert, right? You know, alone, thirsty.

And then you see this big crowd, you know, running the other way that you're walking, right? As if like they found like the water that they're looking for. And more often than not, you know, you're not going to just continue walking your own path. You're going to go and join the crowd, right? You guys get that?

Yeah. So that's where I kind of modeled that from. Yeah. It's, it's groups, right?

We all kind of just follow groups around unconsciously. I mean, all of us are like that. And you say, oh, I'm not a follower. I don't do that. You know, I'll come on.

You know what I mean? If you're in a basketball game or a baseball game, you're screaming like a maniac, like everyone else, right? If everybody starts laughing, you start laughing. Stop, you know, putting yourself on a high, high pedestal. We're all like that.

Right. But when you utilize that in business, there's a great book called Influence, right? When you utilize social proof powerfully, it just unbelievably increases the results that you get. And the good thing is, right, even if you've got a small team, you can partner with other people to do things together. And then it's like a bigger group and more social proof and more powerful and easier to sell.

That makes sense. The more people that are doing it, the easier it becomes to sell because the more people that are doing it, the higher the ratios will be in the meetings. If you're doing weekly meetings or something like that, I used to do weekly meetings. The bigger the group got, the higher the percentage was of the people that joined who came to the group. The bigger it got, the easier it became.

You guys found that true? Peter, right? You do weekly stuff. Bigger it gets, the easier it is, right? Right.

Who in here has done stuff? Bigger it gets, the easier it is. Bigger the hangouts get, the easier it is to sell. The more testimonials you have out, the more people buy. The more people get results, the easier it is to get other people to get results because people like to do things in groups.

How do you utilize that? Brilliant strategy, right? Bring out testimonials. Then as people are buying, bring out testimonials. Bring them out and tell everybody why they bought.

Most genius thing ever. That was why we did it on Friday and it worked like magic, by the way, when we did that. Anyways, provide social proof. Present the benefits, right? What's in it for them if they buy?

What are they going to get if they buy, right? Now, don't mix this with talking about your product or a comp plan or some sort of feature. There's a difference between a feature and a benefit, right? A feature is what it is, and a benefit is what it does for them. That make sense, right?

What is this going to do for them when they buy, right? What's an example of how to do that, right? Well, it's like talking to people on the phone and all those examples. One of the reasons I was doing that is I was showing you guys by doing it the attitude and the methodology to overcome everything because even if we didn't cover something, it's all the same, right? Challenge it, go back to the core issue, tell them what to do anyway, right?

I never almost answer anything. I might pause awkwardly if I'm trying to be funny or something, but I challenge it directly, right? Go back to their core desire, tell them what to do anyways. Because if you do that, people do what you tell them to do virtually every time, right? Doesn't matter what you say.

What matters is that's what you're doing, right? So, present the benefits. That's what's in it for them if they make a decision, right? You join my team, and this is what we're doing. This is the direction we're going.

You know, this is the vision that we have, and this is where you fit into it. This is what we do together as a team. You know, I see a lot of people's team pages, and they're like, you know, we do weekly hangouts together. We have a weekly mastermind together. For those of you that are all in, we do this.

What's in it for them, right, if they take action, okay? Now, next part, take away their risk, right? What that means is that like every company in this industry, everybody has to have a money-back guarantee. Right? If you talk about your money-back guarantees, all of a sudden, everything that you're selling has no risk for the buyer because if they don't like it, they could just send it back and get their money back.

That's all that means. That make sense to everybody? Right? If you talk about that, it'll increase conversion, okay? Give them a reason to take action, okay?

And that one sometimes is easier than others because you got to come up with something some of the time, right? So, what's the difference? In other words, if they don't take action, what do they lose? That's what you got to think about. Not what do they gain if they take action, what do they lose if they don't, okay?

If you don't take action right now, what are you losing?