Imagine you got on stage and you had an eager audience ready to buy. Of course there are a few obstacles. The first obstacle is that you have just an hour to convince the audience to buy. The second is you're not the only one selling products?there are others. The third obstacle is that a good chunk of the audience doesn't know you that well and aren't on your list. So three big problems to deal with. Now you may never have the desire to get on stage, but the issues are similar when you're selling a product or service. You have very little time to convince a prospect. You're battling it out with others selling similar products and services. And you're a bit of a stranger to the audience. / / So how do you overcome these issues, and win? Notes: To access this audio + transcript: http://www.psychotactics.com/47 Email me at: sean@psychotactics.com  Twitter/Facebook: seandsouza Magic? Yes, magic: http://www.psychotactics.com/magic In this episode Sean talks about Part 1: The Art Of Preparation And The Importance Of Pre-Sell Part 2: The Importance Of The Document Before The Event Part 3: The Whole Factor of Urgency Right click here and ‘save as’ to download this episode to your computer.  Useful Resources and Links Black Belt Presentations:  When you make a presentation, wouldn’t it be amazing to completely control the room—without turning anyone off?Special Bonus: How To Win The Resistance Game Psychotactics Newsletter: Weekly slightly crazy, mostly zany marketing business newsletter The  Transcript This is the Three Month Vacation. I’m Sean D’Souza. I was speaking at a conference in Chicago to about 200 to 300 people. I had just finished my speech and I met this guy in the corridor. He was rushing. I asked him, “Why are you in such a hurry?” He says, “I have to go upstairs and get my credit card.” I said, “Why do you have to get your credit card from upstairs? Why don’t you have it in your pocket?” This is the story of how we sold $20,000 worth of product at a conference. This is digital product. This is not physical product. This was The Brain Audit and the membership to 5000bc. I was asked this question by Alison Beere from Cape Town, South Africa, and you want to know the answer. You probably think that the answer lay in the speech. There might have been some triggers in the speech. There might have been some information that caused them to act. Sure, there would have been some urgency, but what was it that caused all these people to buy? What caused them to trust me after speaking to them for just over an hour? Why did we manage to sell more than all the other speakers on that day? These are the questions that we need to answer, and not because you want to go out there and sell 20,000. Of course you want to do it, but you have to understand that sales is not a one-time hit. That’s what it looks like. If I put this on a sales page, that’s exactly what it looks like. It looks like a one-time hit. It looks like I went there, made the speech, and they bought everything. As we’re about to find out in this podcast, it is a matter of preparation. Whether you’re selling a very small item off your website, a course, or in our case, this $20,000 day that we had, it all involves preparation. What are the steps that you have to get all of these ducks lined up in a row? How do you make things work for you? Let’s find out But wait, wait, wait. Let’s not go into how we did that just yet. Because we have to go back in time to 2003 when I was in Sydney, and I bombed in a big way. I sold very little, just enough to cover the cost of the airfare. What was the difference between the two events? Why was that guy so eager to get his credit card? Okay, enough teasing. Let’s go into the main section of today’s podcast and let’s cover the three points. What are the three points that we’re going to cover? The first is the preparation. The second is the document before the event. The third is the very tight deadline. Let’s start off with