One Presentation Away

Chapter 8Structuring Your Signature Talk

Your signature talk is the cornerstone for creating a sales system that gets you clients and grows your business. The signature talk could be a 60-minute presentation, two-hour workshop, or even a multiday event. For most of my clients, they like to focus on firstly building a 60-minute presentation that encapsulates everything you're learning in this book.

There are three main sections to building any signature talk:

• The first section is the opening. This is where you will connect with your audience and show them you care about what they're going through and you are the person to lead them.
• The second section will be the content. This is where you'll provide ideas that shift people's thinking and get them excited about the solution you help them with. You want to make sure you're still providing value in this section and not making it feel like a sales pitch.
• The third and final section is the close. This is where you offer the next step for the audience. This could be enrolling in your program, booking a consultation, or even simply downloading a valuable resource in exchange for their details.

Let me take you through in more detail what each of these sections entails so that you can even more deeply understand the process of building your signature talk.

The Opening

I was sitting in a small room with the leadership expert, John Maxwell. As he stood on the stage, he looked out into the audience. He didn't seem rushed; in fact, ...