Grow Your Business Part 20
BREAKING AND REBUILDING BELIEF PATTERNS
Everything you have done to this point has been designed to encourage curiosity, build rapport, and introduce the new opportunity. Now you are transitioning to the content part of the presentation. You’ll be tempted to switch into teacher mode at this point. And if you’re not careful, it will destroy your sale.
You have to remember this is not a teaching presentation: this is a presentation to inspire people and cause them to actually take action to change their lives. The teaching is what you do AFTER they have purchased. Teaching does not have a place in the webinar. It’s the surest way to kill your sales. Remember, you are focusing on identifying peoples false belief patterns, breaking them, and rebuilding then with the truth.
This concept may not make sense or you got a little upset about it. If you do your webinar in a teaching mode people will have all your content and they got it for free so why would they pay for your service? When this happens most time than not, people never actually implement what you have taught them. If you do your webinar in a teaching mode it will actually hurt them because they didn’t shift their beliefs, didn’t buy anything, and never changed their lives. This could cause you to fail as and expert and coach. The greatest service you can provide someone is getting them to buy something. The act of buying creates a commitment that causes them to actually take action.
You should try to structure my content in such a way that it teaches and inspires, but also (and most importantly) causes people to take action. This may feel strange at first because you aren’t teaching them all the cool stuff you want to share. But you need to understand that the type of teaching you are doing here is the foundation for change.
Your goal is to break beliefs that had held them back for years and give them new, empowering beliefs. This is actually teaching in its most pure form it’s just different than what you’re used to. The time for teaching strategy and tactics will come. But they need to come in with the right belief systems first.
We are continuing from the Part 18 and 19 of this series and we are moving on to step 10 of mastering your webinar.
10. STATE THE SECRET
Here you quickly state the first secret.
The you transition immediately into the next slide by saying, “Now let me tell you a quick story.”
11. SHARE YOUR EPIPHANY BRIDGE
Next, you will tell your second Epiphany Bridge story, which will kill the #1 false belief they have about the new opportunity you are presenting. This story will help the audience better understand the new opportunity. Remember, the goal isn’t to teach them, but to tell the stories around it to give them the epiphany that will create desire and belief. They have to figure it out themselves.
12. SHOW OTHER PEOPLE’S RESULTS
The audience will immediately think, That’s great for them, but they are like some type of superhero. You’re already positioned yourself as an expert, as someone successful. So you show some results that ordinary people have gotten. From your vehicle. Go back to your initial beta group and start sharing some of those great results, testimonials, and stories that are tied to this first secret.
“The cool thing is it didn’t just work for me, it works for all kinds of people. Look, here’s _________, and he always thought__________________ was true, but after he took the lea[ of faith and tried things this way, this is what happened __________”
13. BREAK THE RELATED BELIEFS
You need to remember that people are going to have lots of other false beliefs and objections about this secret. You have made a list of all their false chains of beliefs , and you listed each one that was related to this new opportunity. Now it’s time to revisit the rest of your list from earlier. It’s time to break any other core beliefs they might have related to the vehicle.
Now go back to your list of false beliefs you created, find the ones associated with your new opportunity, and quickly break those beliefs that may be holding your followers back. These stories are usually told in 30–60 second. Just mention the false belief and give a quick story or one or two sentences about why that belief is wrong and what the truth is.
14. RESTATE THE NEW BELIEF AS AN UNDENIABLE TRUTH
Finally, you’re just going to restate the secret as an undeniable truth. The old belief pattern had been shattered and you’ve installed a new one. And that’s the most powerful thing you can do as an educator and an expert.
“So now I’ve shown you how you can ethically steal over a million dollar’s worth of ______________ for under _______. Isn’t that awesome?”
15–24. RINSE AND REPEAT PARTS 2 AND 3
Once you’ve gone through these steps for the first part, go back and repeat steps 10 through 14 for the other two parts. That’s going to be the majority of your webinar content.
When you change your presentation to this style, you are giving them more than just strategies and tactics. You’re giving them a paradigm shift. You’re changing their world from I CAN’T to I CAN and I WILL. That’s the biggest gift you can give people — hope and belief in themselves. When you go through this process, you’ll spend 45 to 60 minutes breaking those underlying issues and, all of a sudden, they huge domino falls down. They have new belief in the ONE THING, and the whole world is open to them.
After the webinar, you’ll hear people saying. “I learned so much in that webinar. I had this emotional change.” Again, you as the educator might feel like you didn’t teach them much. But you did more than teach. You completely transformed the way they view the world, which is what you need to do if you’re expecting them to adopt your new opportunity.
25. THE TRANSITION TO SELLING
Now that you have done everything its time to start to move from the content section to the stack and closes, there are few techniques to cement the new concepts into their minds and make a simple, non-stressful transition to the selling section of the presentation.
The first thing is to show them how they could actually get the results they desire most, if they actually follow what you have shown them. So you’ll go back through part 6 of this series and say something like:
“So let me ask you a question. If you followed what I showed you in part 1 and found that this really works, then you did what I showed you in part 2 and used it to build out a similar _____________ and then you used the last part of this series to get traffic from the SAME, place your competitors are getting it from, do you think you could be successful?”
When you break it down like that so they can connect the dots, they have to say yes. If they’ve said yes to the question, that means all the internal beliefs have been knocked down, and the Big Domino has fallen.
Why people start nodding their heads to that questions are the ones who end up running to the back of the room to buy. If anyone isn’t nodding, something in my presentation didn’t convince them the Big Domino was true.
If you are sell in person, you have the ability to ask follow-up questions and figure out their specific false beliefs. Then you can address those concerns and close them. You don’t have that luxury in group sales like a webinars. So you have to include as many objections and false beliefs in the presentation as possible.
The first transition question will help you gauge whether they are sold. And it will help them convince themselves that they are sold, as well.
It’s time to start the actual sales section of the webinar. You’ve taught the three secrets. You’ve broken false beliefs. It’s time to reveal what you have to offer. The hardest part of selling on a webinar for most people is transitioning into the close. They get nervous and shaky the hesitation and lack of confidence shows in their voice and body language. Here is the magic question to help you transition and it simply says:
Let me ask you a question…..
That’s the secret. It takes off all pressure and lets you make a seamless transition.
Then ask them a few things.
How many of you are excited about what we just talked about?! How many of you are feeling a little overwhelmed because we’ve covered so much?
Now try and get them to laugh by showing them a picture of someone with a fire hose in their mouth. That usually gets a laugh, and it allows you to explain how it’s impossible to show them everything they need to get results in a 60 minute presentation, but that you tried to cover as much as possible. You tell them that you created a special package for those who are ready to move forward and want to implement this new opportunity.
Then you ASK PERMISSION to share it with them.
“Is it okay with you if I spend 10 minutes going over a very special offer. I created to help your implement _______________?”
Then you wait until they say yes or you see heads nodding. You want them to say yes first. Once you get permission, all the awkward feeling about selling disappears.
In the rare times when no one speaks or there is an awkward silence, you say something like:
“All right, it’s totally fine if you guys don’t want to know this stuff. I already know it. This isn’t about me; this is for you. Are you okay if I spend 10 minutes and show you how it can change your life?”
If you’ll followed the script up to this point, they’ve going to say yes and you can introduce your offer. This transition helps you recap everything you’ve said in the webinar up to that point, and once again sets those new beliefs patterns in place. Once you transition into your sales pitch, you’re going to use one of my favorite techniques — the stack.
I hope that listening to this blog has been a great investment of your time. But no matter how good I make the blog, it can never be as good as having me or my team work with you personally on your webinar, stories, and presentation. If you’d like to work more closely with us to develop your expert business, I invite you to email me:
After you email me, I will personally set up a time with you to see if you’re a good fit to work with. I’m a big believer that money follows speed. Don’t let this opportunity pass you by — let’s get your message out to the world.
I am also going to invite you to my private Facebook group of fellow people who have created not only a great deal of wealth but they are also living the life of their dreams. You can meet others who are in his process and can share their stories with you. Join us at
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