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Steps to Conducting Powerful Presentations

October 9, 2004

By now, you know that building a network in UPC is a 
fabulous way to make a wonderful income, help the people 
you care about, build residual income plus ownership and 
security .  
 
But all this will mean nothing if you can’t convey it to 
your prospects. No matter what your prospect is only 
interested in one thing:  
How will this benefit me?  
You can talk about website pro, UPC's stability and 
million-dollar sales all day long, but if you don’t relate 
them to terms of benefits to your prospect — they are not 
going to be interested. However, establish the benefits of 
your business with your prospects and you will turn them 
into affiliates.  
 
You must lead with the benefits, then substantiate with 
features.  
 
It sounds so simple that you probably think you already do 
that. The odds are that you don’t. If you’re like most 
affiliates — you are talking entirely about features.  
 
What do I mean by that?  
It means you tell people things like: 
 
We’re a debt-free, 2 1/2 year-old company. 
Our websites are the best. 
I made $$$$$ my first month. 
I am a stockholder. 
 
If you think about it, you’ll notice that all of these 
phrases are about you, your products or your company. That 
means they’re features. Remember, we want to talk about 
benefits and benefits are always about the prospect.  
 
Find out how much time your prospect has to devote to a 
business. Is their free time in the evenings or in the 
daytime and do they have family obligations to work around? 
 
How much money would they be willing to invest in a 
business and what would they like to get out of it? Listen. 
Really listen to the answers and you will know what 
benefits UPC has that they is looking for. By learning 
these things in the pre-approach stage — you’ll be better 
able to key in on the appropriate benefits when it comes 
time to make your presentation. 
 
The Five Steps to Successful, Effective Presentations. 
 
I believe there are five critical areas that need to be 
addressed in every presentation: 
 
Prospect benefits (This is where you do the 
dream-building.)  
Affiliate Marketing (How it works and why it’s credible.)  
Company (Why UPC is the best fit for the prospect.)  
Product (Why Website Pro is the best on the planet. 
The support structure (The systems, training and help you 
will provide the prospect.) 
Let’s look at each of them in turn. 
 
For the first step of your presentation, begin with the 
benefits. If you’ve done your job in the listening 
department, you’ll know what kind of lifestyle benefits 
your prospect is looking for. For instance, if your 
prospect is a housewife with child-rearing 
responsibilities, you may want to stress the flexible hours 
and the chance for her to work from home.  
 
If your prospect were a businessman making good money, but 
killing himself with a grueling, 90-hour work week, you’d 
present the quality time and residual income benefits and 
ownership. 
 
Mention all the benefits of the UPC lifestyle you can think 
of, but pay particular attention to the ones that 
fit the desires your prospect expressed earlier. What we’re 
doing here is opening with the benefits to ensure we have 
the prospect’s attention.  
 
There are some key benefits that you should mention in 
every presentation. They are the: 
 
unlimited income potential;  
great tax advantages;  
travel opportunities;  
ability to choose the people you work with;  
FREE and minimum start-up costs; 
Ownership: and, the opportunity to become successful while 
you empower others. 
 
This is probably the most critical point of any 
presentation — the dream-building.  
To understand why, it is worth a look at what causes people 
to make buying decisions. 
 
Most people base their buying decisions on emotion, and 
justify them by logic. An example. After I got my first 
Cadillac, I was amazed with its styling, performance, and 
the high I got from driving it. Since it was a Escalde ESV. 
I told myself is was a good investment, because they held 
their value well. 
 
Of course, that’s just what I told myself. The reality was 
I wanted it purely for emotional reasons. I felt great when 
people looked at me in it. I justified buying it with 
logic, but the logic was not the real reason I bought it.  
 
This is no different than people who vote for a political 
candidate because he “looks nice” or buy a car from a 
salesman they like. The woman who accepts a marriage 
proposal may think she’s doing it because she believes that 
her future husband will be a good provider and father, etc. 
— but, she won’t really make that decision on those 
grounds. She will do it because of the passion, love and 
excitement she feels for him.  
 
Now, apply this to UPC. Most people who join 
will not do so because it looks like the sensible, logical 
way to build financial security for their future. They will 
join because they want to be able to travel with friends, 
buy a big house, get new cars, receive recognition from 
their peers and have a lot of fun doing it. For most of 
these people, these won’t be new concepts, but things they 
dreamed about when they were younger.  
 
Most of the people you prospect will have forgotten or 
given up on their dreams. To excite them about the 
business, you must reawaken these dreams. Probably no 
function is more important to the presentation than this 
dream-building. For many prospects, it will be the first 
time they’ve thought about their dreams in years. Once you 
rekindle this spark, you’ll often find it results in a 
bonfire of excited expectations. And, because your 
prospects are hearing about your opportunity at the same 
time they’re seriously thinking about living their dreams 
again — they’ll be motivated to action.  
 
Here’s an effective little activity I’ve woven into my 
presentations in the past. Near the beginning of your 
presentation, ask your prospects to think of five things 
they would like to do, have or become if money was no 
object.  
 
After you’ve show the income potential — ask them if 
there’s anything on their list they could have or do with 
the income you just showed them. There invariably is. This 
helps them make a direct, emotional connection between the 
things they want and how to get them in UPC. 
Properly done, this can be a powerful tool during the 
dream-building segment of your presentation. 
 
The other thing you must do in this first step is make sure 
your prospect realizes that the current economic model 
we’re living under is broken. It doesn’t work anymore and 
any prospect who thinks it does is likely to end up poor 
and dependent. Some of the things I’d point out to them 
include:  
The distribution system of jobbers, wholesalers, middlemen 
and retailers is wasteful and doesn’t serve the consumer.  
Major corporations are laying off tens of thousands of 
employees.  
The secret to true financial independence is working for 
yourself.  
Half a million jobs a year are eliminated by technology, 
never to be replaced.  
Most jobs are built on trading more hours to get more 
income — the “trading-time-for- money trap.” 
You want to make a clear contrast between the futility of 
working in the broken economic system and the compelling 
benefits of UPC. Here’s the most important part. 
Never attack your prospect’s situation. This automatically 
closes their mind and makes them defensive. 
 
Let’s say you meet Bob at a party, and ask him what he 
does for a living. He replies that he works for ABC 
Company. You say, “Oh, I bet that’s tough. I hear they’ve 
laid off a bunch of people; sales are down ...” 
 
He’s going to go into defense mode, even if he hates his 
job. It’s human nature. He’ll reply, “No, I haven’t been 
laid off; my boss loves me. I’m a hard worker; they 
appreciate me ...” 
 
Now, on the other hand, suppose you say something like, 
“Oh, ABC Company. That must be a great place to work ...” 
 
He’ll probably reply, “Great place, my eye! They just laid 
off 500 people; the benefits are being cut back ...” 
 
You want your prospect to come to their own conclusion that 
their current job is not going to take them where they 
wants to go and that UPC is their best bet. This doesn’t 
necessarily have to happen in their first look at UPC. In 
fact, it may be better if it gradually comes to them over 
the course of seeing the presentation a few times. 
 
Actually, I like to leave out most of the broken economic 
model information the first time I share our story with a 
prospect. This ensures two things:  
The prospect doesn’t think I’m attacking their position.  
Their second presentation will be a more powerful event 
than their first. 
 
This “first look” is actually just step one in the 
enrolling “process.”) For now, just know that 
you don’t want to attack what a prospect is doing 
currently. You want to show them there’s a better way and 
let them draw their own conclusions about their current 
plight of quiet desperation. If something’s negative — use 
yourself as the example. Ex: “After 17 years with XYZ 
Company, I was downsized.” If something is positive, use 
the prospect as the example. Ex: “When you reach 
Stockholder, you’ll become a Owner.” 
 
This is also usually the point where you tell your own 
story — why you got involved. What you want to do here is 
lay out, in a compelling fashion, the factors that drove 
you to a affiliate business with UPC. I always 
talk about my life as a automechanic, working 12 
to 14 hours a day, 6 or 7 days a week. Regardless of what 
field you’re in — you can usually relate stories of a 
lifestyle controlled by your income, and an income 
controlled by the time you spend working. 
 
Most people start their careers at the bottom of the pay 
scale, and then pay their dues working for raises until 
they reach age 35 or 40. Around this time, they’re at about 
the highest level they’re going to reach in life. When they 
reach this zenith, they’re still in debt, and their spouse 
is probably working too. They’re paying someone else to 
raise their kids, and probably don’t like what they do. If 
they own their own traditional business — more than likely, 
the business owns them. 
 
To the extent that your story mirrors this — share your 
experience in the presentation. By telling your story, many 
prospects will identify with your story. This helps them 
make the connection with the next part of your presentation 
— how UPC can be a conduit to where they really want to go. 
 
This is the point to start sharing the advantages, 
or presenting a simplified version of your compensation 
plan. Please note that I said simplified — and by this, I 
mean VERY simplified, not a 90-minute recital of 
percentages, titles. You have only two objectives in this 
step. First, you want to demonstrate how exponential growth 
unfolds. Your prospect needs to understand the general 
concept of how the business works — not all the specifics 
of our compensation plan. And, second, you want to show 
that UPC is the means by which they can get the lifestyle 
benefits you talked about when you were dream-building. As 
you explain how the money works in UPC, you can 
tie it to the benefits the prospect will receive.  
 
I’m partial to Quick Start presentation 
(http://upctraining.com) when I show the Phase 1 with 4 
Affiliated Partners I ask the prospect for names to put in 
those spots. For example, “Tell me the names of four people 
you know who are looking for extra money, more free time or 
both?” Then, write down the names they give you.  
 
Then, of course, you continue the process, showing 
duplication in Phase 2. Each Affiliated Partner on the way 
to Stockholder and show the prospect how this grows 
exponentially. Then, at each phase, give the prospect a 
breakdown of the type of money they can earn by having an 
organization producing the same. 
 
Designing the presentation to use is an exact science. 
 
I like to build the presentation so it takes the prospect 
to about a $50,000- or $60,000-a-year income, plus stock. I 
find this to be the most effective for the following 
reasons: 
 
If you show massive incomes, like $20,000 or $40,000 a 
month, a large number of prospects, will have just 
lose their belief that this is something they can do. 
“Average People,” who’ve been earning $350 a week or 
less for the last decade — can’t imagine in their wildest 
dreams pulling down a $20,000-a-month check. They’ll just 
assume your program is for “other people” and begin to tune 
out the rest of your presentation. 
 
If you show a $50,000- or $60,000-a-year, part-time income, 
this is enticing to average people — yet, believable 
enough for them to put themselves in the picture. 
 
Meanwhile, the more sophisticated, professional types will 
also be attracted. They are smart enough to mentally 
continue the duplication process and imagine the 
possibilities. Even though they may be earning $250,000 a 
year — they are painfully aware of how much time they must 
trade for that money. They will be quick to figure out that 
they could replace that income in UPC with a lot less time. 
More importantly, they will be enticed by the residual 
income possibilities and ownership. 
 
Next, you must establish why the prospect should join UPC. 
After all, there are dozens of marketing companies out 
there. Your prospect will want to know why UPC is the best 
for him. UPC has benefits of ownership, building a stack 
ect.. 
 
Use UPCs websites. 
Don’t stress the features of UPC — stress the benefits to 
your prospects. Don’t say, “We’ve had 2 1/2 years of 
steady, stable growth.” Say, “You’ll be building a 
business with security. Our 2 1/2 track record …” 
Don’t say, “We spend millions of dollars on our software.” 
Tell them, “You will feel proud working with UPC, because 
of the first class, professional materials you have to work 
with.” Just as you do in the overall presentation — you 
want to consider the features of working with UPC, and 
translate them into benefits to the prospect. Talk about 
conventions, newsletters, conference calls, regional 
training, and the other aspects of UPC’s affiliate support 
services, and how they can help your prospect build their 
business. 
 
The next thing you want to do in your presentation is to 
introduce Website Pro. You may be accustomed to starting 
with your products at the beginning of the presentation. 
 
Many people advocate selling products first, then coming in 
the back door with the business opportunity. As you know, I 
am totally opposed to this. We have found that by doing 
this, you are scaring away non-sales types, and may be 
losing a large percentage of your best potential 
affiliates. The top people in this business are not great 
salespeople, but rather are great teachers and trainers.  
 
Your presentation should show the whole picture — products, 
lifestyle and opportunity. This will make it easy for the 
prospect to decide where their interest is. If they are 
interested in simply being a customer, they will tell you 
so. But, never prejudge anyone. 
 
Now, you may be wondering, how can anyone start the 
business without first having a product experience? 
 
Easy. If you’ve done your presentation properly — they’ll 
assume the products work as you describe them. They’ll give 
you the benefit of the doubt. (This is another example of 
the advantage of working with their warm market.) And, 
every reputable company I know has a 100 percent product 
satisfaction guarantee and so does UPC. Your prospect has 
nothing to lose and everything to gain. 
 
It’s ironic, but one of the main causes of slow growth in 
an organization is having too much product knowledge. Or, 
more specifically, assaulting your prospect with it. 
Affiliates are actually talking their way out of the 
business. It’s just not necessary to update your prospect 
on every use, application and result obtained on your 
product since the first one. 
 
Does a car salesman demonstrate the side view mirrors, 
describe every part of the engine, and give you a history 
of the auto industry since Henry Ford? Or does he simply 
let you test drive the car? 
 
I see “information overload” particularly rampant in 
every segment of the industry. Instead of giving 
presentations, affiliates are giving three-hour website 
lectures. Prospects — overwhelmed by this vast quantity of 
knowledge in one sitting — correctly determine that they 
could probably never learn all this information. Based upon 
this initial impression, they never seriously consider 
themselves able to do the business. The best you can hope 
for is a product customer. In this case, your desire to be 
thorough and professional is making you poor and lonely! 
 
I believe the biggest challenge facing UPC today is that 
most don’t really understand the distinction 
between sales training and duplication. 
 
I’ve been hired over the years to help companies that sales 
are not increasing, even though their distributors have 
been trained by some of the world’s foremost sales 
trainers. Of course, all these sales trainers have taught 
positive mental attitude, mirroring, modeling, closing 
techniques, and the three-foot rule. And, of course, being 
non-sales types, most distributors don’t perform most of 
these actions, or they are not congruent when they do 
perform them. So, in either event, these procedures don’t 
work for them. 
 
This is not to say that most sales trainers are bad or that 
what they teach is not good. I imagine that these things 
work in sales. But, of course, many of those things don’t 
duplicate in building a network. This is usually the point 
where I’m brought in. My message is simply this:  
 
Good marketing is just a case of identifying qualified 
prospects — then giving them the information they need to 
make the correct decision for themselves. 
 
True marketing — with integrity — has nothing to do with 
closing, convincing or “selling.” You must control the 
process. You must give the right information and you must 
give it in manageable doses that the prospect can digest. 
 
But, ultimately, the prospect must determine whether your 
product, service or opportunity is right for them. A 
presentation should be viewed in its proper context. It is 
simply one step (a very important one) in this 
information-giving process. 
 
Having said all that, let’s go back to the website segment 
in your presentation... 
 
When you talk about websites, give a general overview. 
Don’t go into a detailed, benefit-by-benefit description. 
We’ve seen affiliates go into 45-minute descriptions of 
every individual benefit and how to use them,— then wonder 
why their prospect ended up in a coma. Give an overview of 
your website benefits, and then just pick one or two of 
your favorite benefits to talk about. 
 
Here again, stress the benefits to your prospect. Don’t 
just say, “These websites are unique and exclusive.” Say, 
“These websites are unique and exclusive, so your customers 
can only get them from you. You’ll make residual income for 
years to come.” 
 
The final part of your presentation is where you show your 
support structure. This is where you show your prospect all 
the ways you will help them succeed. Let them know they are 
joining a winning team. Show them all the training 
programs, meetings, enrolling tools and company materials 
available to train them. Tell them about the other 
stockholders in UPC, and explain how they will be helping 
them build their business.  
 
This is the time to sell you. No matter how great UPC and 
products look, unless your prospects see you as a benefit, 
they aren’t going to be interested. Stress your personal 
commitment to their success, and show them exactly 
how they could get started right now. 
 
Every successful presentation will include all of these 
five main elements. I don’t think the order is critical, as 
long as the five components are always included — with the 
exception of the dream-building and benefits. If you don’t 
begin with the benefits, it’s unlikely you’ll have your 
prospect’s attention through the rest of the presentation.  
 
Believe it or not, most people will not get involved with 
your program because UPC has the best website builder on 
the planet. People will get involved because they want a 
better lifestyle and they believe they can attain it with 
you in UPC. 
 
Obviously, UPC is credible and Website Pro is the best. I 
don’t mean to denigrate those things, but people don’t buy 
Ferraris because they have rack and pinion steering and 
radial tires. They buy them because they want to go fast 
and look cool. Looking cool is the benefit; the 
rack and pinion steering is the feature. 
 
Do not take this to mean that our products are not 
important — they are critical to your long-term 
success. In order to have real success, you and your people 
must be product-centered. But, this is done through use and 
education and this takes place after the enrolling 
process. 
 
By presenting the opportunity with this approach, you will 
show the entire picture and give your prospect the 
information their needs to make the success decision. You 
can also bring in people who wouldn’t otherwise give your 
program a second look. Show your prospect the benefits they 
will get, and you will have the constant benefit of new 
affiliates in your network.

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