The Selling Script -- From the Platform

I know you want the special formula, the magic beans, the secret script you’ll use to deliver a perfect sales presentation. I don’t have any magic potion for you and I won’t even give you my exact script for selling my educational materials. I’ll give you the required elements in the sales presentation. You’ll have to write and rehearse your own script. To do otherwise would deprive you of your livelihood. See, your sales presentation has to be genuine, natural and communicate your own passion, style, commitment and connection with your audience. If you use my words, they won’t work with your expertise and audiences. And, I don’t know how to write a manual for passion, style, commitment and connection.

Your sales presentation should incorporate:

q    Concept vs. brand proposition. Talk about the value of lifelong learning and education, about the importance of having a system for implementing concepts that’ll make them more successful—THEN why YOUR system is the best one to accomplish that objective.

q    Some discussion about what happens at most speeches and seminars—how people typically learn enough to be successful but don’t implement enough of the information

q    The purpose of your educational materials is to close the gaps between information and knowledge and knowledge and implementation

q    A complete description of each element of your manual(s) and educational materials package—with benefits, expected outcomes and ROI. This is NOT a place to rush or scrimp on details.

q    Establishment of the total retail value of your materials. Let the price sink in, let it hurt a little

q    The actual cost of the investment (emphasis on “investment”) and return on investment.

q    Add-ons and special values (the “air” you added to increase retail, perceived and actual value)

q    Engagement with the order form

q    Payment options

q    Guarantees

q    Scarcity

q    Procedure for ordering and obtaining the material

q    Transition back to the content of your speech. It’s just as difficult to stop the sales presentation as it is to start it. I say something like, “I’m not here to sell books and tapes; I’m here to help you make money. These materials are designed and guaranteed to help you make more money. And so are the ideas I have for you in the time we have left together. So let’s give you more of what you came for.”

This transition signals the end of your sales presentation, leaves the audience with a good feeling about you and the decision they are about to make, and reinforces your status as an expert who gives value upon value upon value.

You’ll want to mention your materials again at the end of your speech just to bring order to the buying process and to make sure the people who have already filled out the order form don’t accidentally walk out the door with it.