WORKBOOK

Offer
presentation
for your pitch
PITCH PERFECT SALES

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 INTRODUCTION

Your Pitch Perfect Offer

Presentation workbook

INTRODUCTION

In this workbook, we will take a deep dive What are the essential elements of an
into how to construct a compelling pitch effective pitch? The aim is to transform
for your high-ticket offer. Whether you're your offer into a solution that changes the
dealing with multiple offerings or focusing identity and addresses the symptoms of
on a single service, this strategy will assist your lead's current challenges.
you in presenting your offer in the best
possible manner. To start, we will focus on identifying the
transformation your offer provides. Define
This ensures that you present it simply yet the desired transformation of your lead:
effectively during your sales conversation, from an undesirable current reality to a
so that your potential customer feels the desired future state. Use emotions and
urgency and enthusiasm to invest in your titles to anchor these identities. Ensure it's
offer. relatable and non-offensive, so your
audience can connect with their current
identity. This forms the basis for your
pitch.

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 UNDERSTANDING YOUR LEAD

Symptoms and
unconscious problems
 UNDERSTANDING YOUR LEAD

Symptoms and
unconscious
problems
What you're going to do is help your lead connect the dots between their symptoms and
the real problem or underlying cause. Sometimes, a lead is not aware that the symptoms
are related to their fears.

SYMPTOMS FEARS
External indicators of internal
emotional issues: Lack of self-confidence
Fear of rejection
Insomnia Perfectionism
Lack of energy Impostor syndrome
Lack of motivation Fear of being oneself on
Unhealthy/ill Instagram

SYMPTOMS FEAR
PROBLEM

YOUR OFFER

BENEFITS DESIRES

SOLUTION

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 UNDERSTANDING YOUR LEAD

Symptoms and
unconscious
problems
You're going to help them understand what needs to happen to transform. Therefore, it's
important that you show your lead WHY they're feeling something, WHAT the problem is,
and HOW they can solve it. Turn unconscious issues into conscious ones, which will
increase the urgency to engage with you.

DESIRES: BENEFITS OF SYMPTOMS

Saving money Uniqueness (standing out)

Saving time Self-confidence
Building social networks Balance/health
Expert status Freedom
Being important to someone Enjoyment and enthusiasm
Feeling safe (financially)
Relief
More energy

NOTE: Often we communicate - "this offer will make you a lot of money," "this offer will
save you a lot of time." HOWEVER, these are not real pains for people. The real pain lies
in how one FEELS about the situation. Describe the positive emotions it brings. You can
earn as much money as you want, but if you don't feel happy or stress-free, then you're
unhappy.

So, we often focus on tangible outcomes instead of emotional outcomes. And you often
trigger someone much better on emotional outcomes.

Example: If I make you feel angry right now because I deliberately insulted you, then you
will undoubtedly remember HOW I made you feel at that moment, and you base your
choices on that. If I do this in a positive way, meaning I link a tangible outcome to a
positive emotion, and the person feels the energy and positive vibe of enthusiasm, then
they will also remember this much better.

You remember how someone made you FEEL. And your lead links the outcome to how
they feel emotionally.

When communicating about your offer, therefore, focus mainly on the emotional
outcomes and not just the tangible outcomes your offer delivers.

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 Exercise 1.1 Symptoms and
unconscious issues
Persona 1 is your customer BEFORE they have worked with you. You will now describe this persona
first. This is how your lead enters the conversation with this identity.

WHAT ARE THEIR GOALS, UNCONSCIOUS ISSUES, CONSCIOUS PROBLEMS, FEARS, AND
OBJECTIONS?

Describe the Obstacle

Physical Problem Emotional Problem Believing that...
GOAL, Where is the
How do these How do these What do they
(UNCONSCIOUS) obstacle? What is
problems manifest problems manifest currently believe
PROBLEM & FEARS currently holding
physically? emotionally? that is not correct?
AND OBJECTIONS them back?

For example,
Overwhelmed, believing that you
unheard, hopeful, need more
uncertain. followers to be
able to sell.

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 Exercise 1.2 New Symptoms and
Situation
Persona 2 is your customer AFTER they have worked with you. You will now describe this persona.
This is how your lead exits the conversation with a new identity, but also how you will make your lead
excited. You will ensure that they embrace the new 2.0 persona and feel the energy of their future
new identity.

DESCRIBE THEIR NEW SITUATION:

Physical outcomes
Emotional outcomes
How do these positive outcomes
Describe the achieved goals: How do these outcomes manifest
manifest physically?
emotionally?

Increased revenue, more free Excited, confident, motivated,

time inspired

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 UNDERSTANDING YOUR LEAD

Offering a new identity

in the form of your
offer
 Exercise 2.1 New Identity
Let's break down your offer into details on a micro-level. Describe all the steps, action points, and insights
that your offer provides. Categorize them into what you teach, deliver, and facilitate, and arrange them
logically. This forms the basis for your pitch and describes the journey your clients will undergo.

Now that you know exactly what your leads' pain points are, you're going to transform them into
opportunities. You'll outline opportunities for them to see themselves in their 2.0 identity. It's crucial that you
do this well during the conversation because it will make leads super excited to work with you. They want
what you show them/visualize for them.

PROGRAM: WHAT DO YOU TEACH THEM, WHAT DO YOU DELIVER, WHAT DO YOU
FACILITATE?

PROCESS: WHAT THOUGHTS, FEELINGS, BREAKTHROUGHS DO THEY EXPERIENCE?

COLLABORATION: WHAT IS THE GUIDANCE OR SUPPORT PROVIDED?

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 Exercise 2.2 Your main pillars
Let's break down your offer into details on a macro level. Describe your main pillars. What is your offer about?
What do you address? Examples of main pillars: Marketing, Sales, and Social Media.

Together, these main pillars, along with the micro pillars, form your offer. Each main pillar should be
attractive to your ideal customer to find a solution in.

YOUR MAIN PILLAR 1:

YOUR MAIN PILLAR 2:

YOUR MAIN PILLAR 3:

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 Exercise 2.3 The Opportunities
Now, for each main pillar, you're going to outline the opportunities where they see themselves AND their
business in their 2.0 identity. It's crucial that you do this well during the conversation because it will make
leads super excited to work with you. They want what you show them/visualize for them.

Example: Main Pillar Marketing: Based on the conversation, you've identified a pain point—they don't have a
funnel yet. Using the conversation and their business, you sketch out a funnel for them and show them what it
looks like, optimized for THEIR situation and THEIR offer. Now they visualize it, they get excited, and they want
to implement it. You're showing them an opportunity, something new they hadn't thought about before, and
they perceive it as valuable. However, they now know WHAT needs to change, they have gained new insights,
but to implement this, they need your help. The urgency to work with you has increased.

Now, think about how you can develop opportunities for potential leads for each pillar. By doing this
beforehand, you can optimize and personalize each opportunity for the person in front of you. You apply the
opportunity to THEIR situation and THEIR business.

OPPORTUNITY 1:

OPPORTUNITY 2:

OPPORTUNITY 3:

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THE OBJECTIONS FRAMEWORK

The objections
framework
 HANDLING OBJECTIONS

The objections
framework
When you show the new future, objections also arise. These are different from "no money"
objections. These objections are related to the offer. This can involve stepping out of one's
comfort zone and facing new situations/fears. To discover those "aha" moments, we need to
uncover their current beliefs, feelings, and problems against the new way (the way of your
offer). It's a matter of understanding the contrasts between what they're experiencing now
and how your offer will make a difference and how you can apply this in a "comfortable" way
for them.

NOTE: For many people, something new is "scary." Their first conversation, their first
masterclass. You need to realize and understand this beforehand so you can make them feel
comfortable in implementing it during their collaboration with you. If you tackle this in
advance, they'll feel more reassured and won't have the idea of "no, I'm not going to do that
because I'm afraid."

You know, growth lies outside the comfort zone, but to your lead facing you, they couldn't
care less, as they've just found a new objection not to do it.

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 HANDLING OBJECTIONS

The objections framework

Describe the
FEAR /
Solution With
OBJECTION Without Without their With (your
provided by (emotional
Issue they (tangible pain) current belief approach)
the offer desire)
have... /
current belief

Strategy for Opportunity

They don't Self-
conducting Having to Strategy - one
know how to confidence
successful practice 20 Sales script that doesn't
conduct sales and
sales conversations feel like
conversations. assurance
conversations selling

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 UPSELL / DOWNSELL

Offering upsells
and downsells
during the
conversation
 YOUR OFFER SUITE

Downsells
When a potential lead indicates that the investment is too high and they can't afford it at the moment, you can
offer them a part of your offer. This allows them to first sample what you have to offer, build trust, and then
they can later upgrade to the full program.

When someone presents the objection: "I don't have the money right now" / "I can't afford it now," offer them
an alternative.

Downselling = Offering a cheaper alternative when someone has rejected your original offer. Downselling is a
great way to make sales that you otherwise wouldn't have made and to provide more options to prospects if
needed. Downselling can also introduce prospects to products with a lower entry price and provide upselling
opportunities in the future after they've tasted what you have to offer.

When do you present a downsell?

When a potential customer may not be a good fit for your full program but is still an ideal customer. When a
potential customer is not financially able to afford your full program but is still an ideal customer.

Remember: A potential customer who converts is better than no conversion at all. When your business needs
financial resources and you have the capacity to take on more customers.

When NOT to downsell:

Don't sell to non-ideal customers with whom it would be a nightmare to work with anyway.

Different ways to apply this:

Paid session: One paid session focused on getting a clear step-by-step action plan or audit for ONE
specific problem (may include 1 week of text support).
25%-50% of the Full Program: Make sure to lower the value and price accordingly.
Customized Plan: Create a tailored solution that fits within the customer's budget (ONLY recommended if
you have the capacity, and MAKE SURE the value is not higher than the price paid).
Downsell to a mini-course you've already created.
Downsell to other courses or programs you've created in the past.

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 YOUR OFFER SUITE

Downsells
DESCRIBE YOUR POSSIBLE DOWNSSELLS

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 YOUR OFFER SUITE

Upsells
If you notice from your lead that the program they requested a conversation for doesn't fit their expectations /

needs, you can then propose a different offer.

Upselling = Offering to add another product or service to someone who has already purchased your existing

offer or whose current offer doesn't meet their needs and your premium offer does.

Upselling is an excellent way to increase the lifetime value of a customer with you. Upselling can also increase

your AOV (average order value) if you upsell during the conversation or at checkout (if applicable).

Existing customers are easier to upsell because they are already engaged and trust you.

Suppose they want to invest in your offer but would like additional benefits:

Monthly/Quarterly Calls: Once the full program is completed, offer maintenance calls.

Additional text/call support: Add extra support for a fee.

Mastermind: Invite the customer to join your masterclass with other advanced clients.

"The Next Step": Offer the next level of your program for the customer to unlock (1:1, group).

Monthly Membership: Invite the customer to pay a monthly fee to maintain access to your paid content.

Other Programs: Upsell to other courses or programs you've created in the past.

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 YOUR OFFER SUITE

Upsells
DESCRIBE YOUR POSSIBLE UPSELLS

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 NOW WHAT?

Overview
You need to apply the information effectively in the sales conversation and onboard the person by:

1. Understanding the lead's pain points: Ensure you grasp their challenges, desires, and objections to

tailor the conversation accordingly.

2. Presenting tailored solutions: Offer solutions directly addressing their needs and concerns, highlighting

how your offer can solve their problems and fulfill their desires.

3. Addressing objections proactively: Anticipate objections like cost or fit and have strategies ready to

overcome them. Offer alternatives or downsells if necessary to make the offer more accessible.

4. Incorporating upselling opportunities: Identify chances to upsell additional products or services that

complement the main offer. Present these as value-added options that enhance their experience and

outcomes.

5. Maintaining a customer-centric approach: Prioritize their needs and goals throughout the conversation.

Listen actively, empathize with their challenges, and demonstrate how your offer genuinely benefits them.

6. Providing reassurance and support: Offer reassurance that they're making a sound decision by

choosing your offer. Highlight success stories or testimonials from satisfied customers to build trust and

confidence.

7. Following up and following through: After the conversation, follow up to address any remaining

questions or concerns. Provide additional information or clarification as needed and ensure a smooth

transition into the onboarding process.

By executing these strategies effectively, you'll navigate the sales conversation with confidence and

successfully onboard the person into your program or service.

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