Page 254 - Duct Tape Marketing

Turn Prospects into Clients and Clients into Partners with an Advanced Education System

When you take control of the meeting and present your core
points in a structured way, you will either connect or you won’t, but
when you do, it will be the right connection. The structure of your
internal seminar can allow for plenty of interaction, but like a well-
crafted seminar, you are the presenter.

You are already familiar with a great deal of the content needed
for your internal seminar presentation from the marketing kit chap-
ter. The creation of your internal seminar consists of weaving the key
elements into a concise message that includes:

 The problem
 Your solution
 Your core difference
 Your story
 A real client example
 How you work
 The expected results

I have a presentation that I first used in free workshops called
“The Seven Deadly Sins of Small Business Marketing.” When I altered
this presentation only slightly and began to use it as the basis of my
lead conversion system, my sales calls became contract-signing (order-
taking) events. Another benefit of this approach was that because I
presented a very structured amount of information, my appointments
were cut in half. When you take this approach, you can get very good
at making the exact points you need to make.

It may take some time to get good at your internal seminar, and
yes, you can’t deliver it in exactly the same fashion as you might to a
roomful of workshop attendees, but it’s pretty close.

The last step is to get some form of agreement on the next steps.
This will certainly mean different things to different types of busi-
nesses, but you can’t leave your meeting with a simple, “I’ll get back

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