Grow Your Business Part 21
THE STACK
You need to consider this your secret weapon. When I started using the STACK I started using it immediately and went from closing an average 5–10% of a room at a live event to consistently closing 40% or more. Then I started using it on my sales webinars and saw a dramatic increase in sales each time. It’s worked so well and so consistently that I will never give a sales presentation again without it.
The big idea is that the only thing prospects remember when you sell is the last thing you showed them. Let me explain that most sales presentations focus on the core offer, then a list of bonuses and a call to action. If they don’t think the last thing you offered is worth the price, they simply won’t buy.
Remember the stack slide you made back in series part 14? It’s time to use it. As you go through the offer with your audience, you’ll explain the first element of your offer, then show it on the stack slide, all by itself. The reveal the second element of your offer, and come back to the stack slide that shows the first element along with the second one. You do this for each element in the offer — you talk about it, then add it to the stack slide. So the audience sees the value adding up. The LAST thing you show them before you reveal the price is the full stack slide with the entire offer. When you present this way, the audience associates the price. with the FULL OFFER, and not just the last thing you mentioned.
Don’t worry I’m going to walk you through all the slides I normally use with my stack, so you can see how this works. I always lead in with the transition question from the last series, then I start revealing what they’ve going to get.
27. WHAT YOU’RE GONNA GET
Here Is where you usually show a digital image representing the course content. You explain that when they invest right away, they get instant access to your masterclass.
28. QUICK HIGH-LEVEL RECAP OF DELIVERABLES
A big mistake people make is going deep into each module explaining what will be covered each week. Don’t do that . It overwhelms and confuses your audience. Just give them a high-level look at each module . Go through this really quickly. It should only take about 30 seconds.
“Here’s what we’re going to cover. Week 1, we’re going to talk about _______. Week 2, we’ll go over ______________. Week 3, we dive into _______________. Then by Week 4, you’ll be ready for ________________. Week 5 we look at _______________. And finally, in Week 6, we wrap it all up with _______________.”
“Now let me show you some people who’ve had a chance to go through this….”
29. SHOW 3 CASE STUDIES
In this part you will highlight the success stories from your beta group you ran eariler. Over time, you’ll add in other success stories as they happen.
“Let me introduce you to …(tell Case Study #1.)
Then there’s …..( Tell Case Study #2.)
And probably my favorite story is … ( Tell Case Study #3.)
30. WHO THIS WORKS FOR (ALL-INCLUSIVE)
After you present the case studies, people often think: That’s great, but it won’t work for me. They think: That person lives in Australia. Or That person is in a different industry. They think their business or personal circumstances are different from the case study details so it won’t work for them. This is where you make a blanket statement about all the different people it works for. Be as inclusive as possible here.
“So, I want to go back and make sure you realize who this is for. (Business example) It’s for people just starting out or those who are already successful and want to scale.
31. DESTORY THE #1 REASON PEOPLE DON’T GET STARTED
Usually there’s a common reason people don’t get started right away. It’s the elephant in the room. Address it head on so they don’t keep thinking about it through the rest of your presentation. The biggest excuse you will hear is that they don’t have a product to sell yet. So you tell them they don’t need to have a product. They can use affiliate products. And we actually teach them how to make a product, if that's what they want to do. Destroy your audience’s #1 objections about the training right here.
“You might be thinking you can’t get started with this because… Here’s why that’s a mistake that will hold you back from success..”
32. STACK SLIDE #1
Reveal the first stack slide with the six-week masterclass on it. Be sure to include the value of the item on the slide.
“When you sign up, you’re going to get instant access to my six week masterclass, a total value of $__________.”
33. INTRODUCE ELEMENT #2: THE TOOLS
It’s time to introduce the tools you created on your stack slide in #17 of this series. You tell them that when they invest today, they will also receive this extra cool thing. Quickly review the tools they’re going to get. Don’t go too deep or you’ll overwhelm people.
“As part of this package, you’re going to get… It’s a tool to help you…”
34. YOU’LL BE ABLE TO…./YOU’LL BE ABLE TO GET RID OF….
You want them to realize that investing in this thing shouldn’t cost them any money, it should only save them money. So remind them what they are now able to do, but also what they will be able to get rid of. Hopefully the money they save will be more than what they are actually paying. That way, it’s a truly irresistible offer.
“When you have this tool, you’ll be able to _____________. When you have this tool, you’ll be able to get rid of ________________.”
35. THE PROBLEM THIS TOOL SOLVED FOR YOU
“When I was first figuring this stuff out, I ran into a big roadblock. I didn’t know how to _____________. So I had to create _____________for myself.”
36. HOW MUCH TIME/MONEY THIS TOOL WILL SAVE THEM
Talk about all the time and money you had to spend to overcome that big roadblock that the tool saved you from. Maybe you has to spend a year developing email templates, or you had to hire expensive lawyers to draft just the right contacts. Then explain they won’t have to because you’re just going to include the tool for them.
“Way back then, I had to spend ___________and _____________ to figure out an efficient way to handle this problem. But I don’t want you to have to recreate the wheel. I’ve already got proven ______________. And I’m just going to give it /them to you with this package. Sound Cool?”
By using this tool, not only do you save time and money I spent to develop it, but you also save what could be months or years of wasted time and money because you’ll be doing it right the first time. There’s no trial and error period.
37. BREAK RELATED BELIEFS ABOUT THE TOOL
As we’ve done in others parts of this series, here you mention any false beliefs they may have about the tools or their abilities to use them, and you quickly break and rebuild those belief patterns.
38. STACK SLIDE #2
This is where the magic starts happening. Show the stack slide again with the masterclass on top of the tools on the second line. Then update the total value price at the bottom to show what the offer is now worth.
39. INTRODUCE TANGIBLE BY-PRODUCT #1 (REALTED TO THE NEXT SECRET PRODUCT YOU ARE GOING TO OFFER THEM)
Here you introduce the next component of the offer they’ll receive when they invest. It’s the tangible by-product you identified previously.
“When you invest today, you’re also going to get access to ____________. which will help you with ________________.”
40. PAIN AND COST
Here you talk again about the pain and cost you had to go through to create this first by-product.
“I had to go through ____________and _____________ to get _____________. But you won’t have to because I’m giving you ________________ as a special bonus.”
41. EASE AND SPEED FOR THEM
Whenever the pain and cost was to you doesn’t matter, because the bonus is going to make it easier and faster for them to get results.
“This bonus is going to make it faster and easier for you to _______________. How? Because it __________________.”
42. BREAK RELATED BELIEFS
As you have done in other parts of this series, here you discuss any false beliefs they may have about the bonus or their abilities to use it. Then you quickly break and rebuild those belief patterns.
43. STACK SLIDE #3
Can you see how this works now? You mention an element, then add it to the stack. Mention another element and add it to the stack. Sometimes you may feel you’re getting repetitive, but that is the key. It helps your audience the offer completely. The first few times I did this, I felt silly each time I re-stacked it. But after I added it, and started closing 30% more people during my presentations, I quickly stopped feeling silly. This is the KEY to success when selling to the masses.
44–53. INTRODUCE YOUR OTHER TWO TANGIBLE BY-PRODUCTS
Repeat steps 39 through 43 for your second and third tangibles. Show the pain and costs you had to go through to create it, then show the ease and speed of using this will create for them. Break any false beliefs, then stack again.
After you’ve done that for the second and third tangibles, you have your full stack slide.
54. STACK SLIDE #5 (THE BIG STACK)
This is called the BIG STACK SLIDE, because it has the entire contents of your offer, including the value of each piece. You also want to total everything up and have the value be 10 times as much as the actual price will be. If the value doesn’t reach that level, consider adding something more valuable to your offer.
55. IF/ALL STATEMENTS
Now that you’ve given them the big value price, you need to convince them that this offer is actually worth that much and get them to admit it to themselves. You do that by using the IF/ALL STATEMENTS.
An IF/ALL STATEMENT reads like this:
“If all this package did was ____________ would it be worth $_____________?”
Here is an example: “Now obviously, I’m not going to chare you $11,552. But If I DID charge you $11,552, and all it did was ______________, would it be worth it to you?”
Then do three IF/ALL statements based on your three secrets.
Vehicle (Secret #1)
“If all this system did/got you was ___________ (relate to Secret #1), would it be worth $____________?”
STOP and wait for them to indicate yes.
Internal (Secret #2)
“And if all it did was ______________ (relate to Secret #2), would it be worth $_______________?”
STOP and wait for them to indicate yes.
External (Secret #3)
“And what if all it did was _________________ (relate to Secret #3), then would it be worth it?”
STOP and wait for them to indicate yes.
They’ve now say yes 3 times when you asked them if what you are selling is actually worth the total value, usually a 10-times markup. Now when you discount the price to what you’re actually selling it for, they are getting a 90% discount form what they believe and have said it’s worth.
56. I HAD 2 CHOICES
You should use the “I had two choices” close at this point because it gets them to agree that you should charge them more in order to make the program better.
“I had two choices with this. I could go as cheap as possible and try to sell as many as possible. But the problem with that is I couldn’t really stack on the value for you. So I decided to go with a second option, which obviously requires a slightly higher investment on your side. But in exchange for that, we can dedicate more time, energy, and resources to help guarantee your success.”
57. WHAT WOULD THE END RESULT BE WORTH?
Before you reveal the actual price, ask the what the end result would be worth to them.
“So if you has a successful business today what was making you money, what would it be worth to you?”
Now STOP and wait for them to answer that question in their minds.
“How much would you pay to have that one successful business?”
And then STOP and wait for them to think about it for a few seconds.
“You can probably see why people pay $_____________ for a similar result from me….. because it’s not a cost — it’s an INVESTMENT.”
58. PRICE DROP
Now I want you to go back to the full price you showed then right before the IF/ALL STATEMENTS.
“You’ve already seen how it’s worth $_____________, it’s a great deal.
But because of ______________. I’m going to give you a very special offer…”
59. PRICE REVEAL
Here is the first time you reveal the actual price. Tell them the real price and give your first call to action (asking them to click on a button, go to a certain website, or call a phone number). Every slide after this will have a call to action link, so when they are ready, they can sign up.
60. PRICE JUSTIFICATION
Most people do not realize that there is an element that comes after the initial price reveal and it is very important to closing the sale. Once you have given them the initial price, and some people will still have sticker shock. You need to let that price marinate for a whole as you justify why it’s actually not that expensive.
Your first price justification is usually related to either showing them what the full price would be outside of the current presentation or comparing it to the price of other options for getting a similar result.
“(FULL PRICE EXAMPLE) now let me out this into perspective for you. If you went to my regular website right now, you could but this same product for $___________. But because you’ve invested this time with me, and you’ve proven that you really want to get this result, I’m making a special offer just for this webinar.”
“(APPLES VS ORANGES EXAMPLE) If you were to hire a professional to do this for you, it might cost $_______________. But because you’re learning how to do it yourself AND I’m giving you all the tolls and resources to make it happen fast, you only pay $________________.”
61. YOU’VE GOT 2 CHOICES
Now you should mention the choices they can make. So at this point you have two choices. Choice #1 is to do nothing. If you do nothing with the information you’ve learned over the last hour, what will you get? Nothing.
Or you can choose to take a leap of faith. Just test it out to see if it will work for you.
62. GUARANTEE
Now you can reveal that it’s okay if it doesn’t work for them, because they’re covered with a 30-day money-back guarantee. They can test-drive it now and see if it will work for them. They have nothing to lose.
63. THE REAL QUESTION IS THIS….
Now that they know they have nothing to lose, and you have made their choice as simple as possible. Help them see that this really is a no-brainer.
The real question is this: Is it worth gambling a few minutes of your time to check this out? Even if it only does HALF of what I’ve claimed today, it will pay for itself as soon as ____________.
64. STACK SLIDE
Next you need to show them the BIG STACK slide one last time, with everything they’re going to get and the total value. You should go through each element line by line one last time to cement the offer in their minds before your final pitch.
65. URGENCY/SCARCITY BONUS
The two most valuable tools in marketing are urgency and scarcity. Here you’re going to add a bonus upgrade that ‘s only available right then. You can create urgency and scarcity by offering something special to a certain number of people, or for a certain amount of time (or both).
Do not skip this part? It is the key to getting people to buy immediattely. If they leave the webinar, the chances of them coming back and buying later are almost zero. In fact, I usually give a bonus only for those who are actually on the live that I don’t offer to those who only watch the replays later. This encourages people to show up live, but it also gives them a reason to sign up before the presentation is over. The deadline is the key.
66. CLOSING CALL TO ACTION? Q&A SLIDE
This is the slide you end your presentation with, and it stays up during the entire questing and answer session. There are a few key components to this slide.
- Recap of the offer
- Countdown clock for 30 minutes
- Price
- Call to Action
Then it’s time to answer questions.
Sometime you’ll take questions live from the audience, and other times you’ll actually pre-write many of the questions people topically have. You then go through those questions, and give another call to action after each one. That gives you lots of opportunities to repeat the link for people to buy.
You can also try to think about any other false beliefs they may still have, then use the sentence: “You’re probably thinking _________, right?”
Now you know the stack. That single concept has made me more money than anything else I’ve done in this business. Study it. Master it. These is not greater gift. I could give you than this.
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:
Tinadonovan@secretwealthcreators.com
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 this process and can share their stories with you. Join us at
https://bit.ly/FaceBookSecretWealthCreatorGroup
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