In this 7th session, we tear the lid off the definition of consulting!
I give Mike and Mari an all-out script of their signature program.
I tell them exactly what to say to move their couples into the all-
important “ick” (remember the Transformation Arc?) that will
allow their audience to make a shift right in the room. And I give
them exact words to say to teach their “Brand Concept”—the
secret communication cycle.
We strip away all vestiges of Old Paradigm didactic teaching styles
—like speaking with lots of “periods” instead of mostly question
marks; telling far too much–and dive into ways to fully and
consistently engage the audience and gain their rapt attention in
the “New Paradigm.” For instance, the “ick.” One of the M’s gives
me his plan for disseminating the information about the cycle—
and I tell him, “You’re giving the punch-line away. There will be
no learning if you tell them what the cycle is without their first
experiencing it for themselves. They need to have a breakthrough
before they’re given a solution.” That is just one of tons of insider
secrets I give them on delivering this new material powerfully.
Then, we delve into their offer-from-stage—how they’re going
to share their next paid program with the audience at the end of
the free seminar. M, who will be presenting, is concerned about
looking “sales-y,” though he knows selling is a necessary part of
the process. I help him to see that, in truth, with no manipulation
or “spin,” they are actually giving their audience a gift. M&M
want to invite them to a 1-day event that will reinforce the new
communication techniques the couples have just learned, but
also get them learning the hard-core tools of repairing their
financial situation. For this “older and wiser” couple to offer
this at a special “at-seminar” price is a gift for these younger,
direction-less couples.
To help M&M see this, I take them through another psychological
exercise for determining the VALUE of their program—so they see
that whatever price they offer for this 1-day is a steal…because
the seminar is so immensely valuable. Too many people “price” the
wrong way; they start with a price they believe the market can bear,
instead of starting with the value their market will get from their
expertise. So, we do this together: enumerate all that the young
couples will be saved from by attending this full-day program.
There is a lot of juicy information about selling and pricing in the
last quarter of this session.
And today you can hear it all! Today this 8-CD set goes on sale!
I’m so excited. Be sure to watch Video #2 here now and go get
your copy!