Expert-Secrets full book

SECRET #15
THE STACK
I consider this my secret weapon. I learned it after watching Armand Morin
speak onstage in front of over 1,000 people. He closed nearly half the room with
almost no effort. I pulled him aside to find out what he was doing, and he
explained the stack. I started using it immediately and went from closing an
average 5–10% of a room at a live event to consistently closing 40% or more.
Then I started using it on my sales webinars and saw a dramatic increase in sales
each time. It’s worked so well and so consistently that I will never give a sales
presentation again without it.
The big idea is that the only thing prospects remember when you sell is the
last thing you showed them. He explained that most sales presentations focus on
the core offer, then a list of bonuses and a call to action. So all people remember
is the last bonus mentioned. If they don’t think the last thing you offered is worth
the price, they simply won’t buy.
Remember the stack slide you made back in Secret #9? It’s time to use it.
As you go through the offer with your audience, you’ll explain the first element
of your offer, then show it on the stack slide, all by itself. Then reveal the second
element of your offer, and come back to the stack slide that shows the first
element along with the second one. You do this for each element in the offer—
you talk about it, then add it to the stack slide. So the audience sees the value