All right, everyone, welcome to today's session. I'm gonna demonstrate to you and I'm gonna walk you through in real time the presentation I just did last week in Chicago. It was a lead generation presentation and this is going to be particularly valuable for those of you who use presentations or even a webinar to attract clients.

The idea is you're driving the clients to an event or the prospects, I'm sorry, let me use the correct language. The idea is you're driving suspects to the event. These are people you suspect might be good for you, good for your business.

And then at this event, when you do this presentation, your sole purpose, your only mission is to get those suspects to raise their hand and say, I'm interested in hearing more. I want to become a prospect. I want you to tell me more about how you can help me.

I'm gonna demonstrate to you today how you can do that and how you can make that happen. Before I do that, we need to set some vocabulary to make sure that we're all on the same page. You will all remember that leads are also called suspects in my world, in my language.

So if you hear me refer to someone as a suspect, if you hear me refer to someone as a lead, that's the same thing. So suspects and leads are the same thing. A suspect becomes a prospect when they demonstrate interest in you, in your product or service, or in doing business with you.

So if you walk up to someone on the street and you say, hi, my name is Dave and I help solve business problems, and they say, that's amazing, I have a problem. My accounts receivable is way out of hand. That person goes from someone you suspect to being a good potential client.

They go from being a suspect to a prospect because they say, that's amazing, I need help with that. Or that's amazing, I'm interested in that. People who demonstrate interest, that's the conversion point from suspect to prospect.

A prospect becomes a client when they pay you money for your services. I don't consider pro bono clients, clients. Someone who is not paying you is not a client for you.

If you volunteer to help them, that's fine, but I wouldn't call them a client because in my world, clients are people who pay for services. So when we talk about conversion, there are multiple steps to conversion. Conversion takes suspects and converts them to prospects, and conversion takes prospects and converts them to clients.

Those are the steps in conversion. Now, if you're building your dream 100 list, or you're building your dream 25 list, or in Randy's case, your dream 117 or 16 list, those people on that dream 100 list, those are suspects. They won't become prospects until they opt into Randy's email newsletter, they watch her video and send her an email saying, I have a question about this, or they watch her video and they call her and they say, I want to file a trademark or I have something to protect, can you help me with patent protection? So conversion takes place when interest is demonstrated or when people opt in for something that you have to offer.

In doing a lead generation presentation, in going out and speaking to uninitiated people, that is always gonna be a lead generation presentation. You, as members of our community, will never do a presentation again where you just educate people. I don't care if you go to a birthday party and they ask you to do magic tricks, you're gonna have a call to action and that's the difference between just educating people and doing a lead generation presentation.

Write this down. A lead generation presentation has a call to action at the end. Everything you do as a business owner must have a call to action.

If it doesn't have a call to action, you're wasting your time. Why are you delivering a talk? You have to deliver a talk for one reason and that one reason is to advance your business. Unless you're delivering a sermon in church and then God bless you, go for it, but even then you're gonna have a call to action, right? The call to action's gonna be be a better person and do this good work.

So every lead generation presentation always has a call to action at the end. You can only have one call to action in a lead generation presentation. Write this down.

Only one. Only ask people to do one thing. I see people say, oh, you know, subscribe to my Instagram, follow me on Instagram and opt into my email newsletter and come to this event.

You know what that does? That makes the person's head explode. You can only have one call to action ever. Try to tell your kids, try to give your kids three things to do.

You give your kids three things to do, you might as well give them nothing to do because they're gonna stand there and go, they're not gonna know what to do, right? One thing at a time. We only try to get people to do one thing at a time. So before you go to deliver a lead generation presentation, you have to decide what your call to action is going to be.

In the case of the call to action for the event that we did in Chicago, I created a form that people had to fill out and I will share that form with you momentarily. The information that I asked the audience for on that form is specifically designed so that when I speak to them, it is really easy for me to close them. The idea was at the end of the presentation, I'm gonna hand out a form, they're gonna fill in the form.

In return for that, they're gonna get two things. They're gonna get a copy of my book, which I don't have here, but a copy of my book, which I will mail to them. So guess what? I have to get their address, right? So if I want to, I can actually stalk them wherever they work.

So they're gonna get a copy of my book and they're also going to have a free consultation with me, which we normally charge $850 for. So everyone, and I told them in no uncertain terms, the form has to be filled out completely. I decided this was going to be the lead generation mechanism I was going to use at the end of the presentation, because I not only wanted highly qualified leads, I wanted to know what I had to say in order to close the deal.

So let me show you the form that I had them fill out. So I had name, company name, email address, phone number, what their business goal was, and then why is that important to you personally, and what will you do in the next 90 days to move your business closer to the goal, all right? Now, here's the thing. The contact info is important, but asking them what their goal is, why it's important to them personally, and what they're going to do in the next 90 days is critical.

And here's the reason why. They've told me what their business goal is for the year. So as soon as I get on the phone with them to follow up, my first question is, so I see you wrote down that, so we'll take this gentleman, I see you wrote down that your business goal was to increase sales by 20%.

And I see you wrote down that it was important to you personally because you want to help to grow the business because you eventually want to become a partner in that business. You think that's going to happen for you this year? And then he's going to say, well, if I help to grow the business this year, it could happen for me this year. And I will dig into that.

I will go two or three levels deeper, and I will say, why do you want to be a partner in the business? What are you hoping to accomplish with that partnership share? Are you, you know, I want to create wealth for my family. How much wealth do you want? I want $50 million. Okay, great.

What are you going to do in the next 90 days to move you closer to your goal? And he wrote on this form, increase marketing and sales, okay? And so I'm going to say to him, that's not a very specific goal, so give me something specific. And he'll give me something specific, and then I'll just continue to ask questions until I get to some sort of pain. I'm going to say, do you really think that's going to get you closer to your goals? And he will say, no.

And I'll say, what are you afraid to do that you're not doing? And then I will say to him, if somebody were to help you with that, what would that help look like? And he would tell me, and then I'll say, do you want that help? And he'll say, what do you mean? And I'll say, I can help you if you want me to. And he'll say, what would that look like? And then I'll close the deal. So the idea behind this form, the idea behind creating this specific lead generation piece of collateral is to be able to have an educated sales conversation when I call him and follow up.

There are people who have tried this strategy when I taught it to them, and they offer, they're like, they're going to give away an iPad. And they say, throw your business cards in a fishbowl, and I'll pull one of the cards and give away an iPad. And then they call people later to follow up to try and sell them.

And the person says, oh, I just gave you my business card because I wanted the iPad. I don't want to be sold anything, right? So you have to have them do a little bit of work. There's only three questions on here, besides name, email address, phone number.

There's only three questions on this lead gen form, but those questions are really important to me because it gives me a path to selling them. Now, here's the thing. If they put BS answers on this form, when I call them, I say, you know, one of the questions here, Joe, says why is this important to you personally? And I noticed that you kind of half asked the answer.

You put, because I need money. Would you please tell me a little bit more about that? You said you need money. Why do you need the money? How much money do you need? What are you going to do with that money? Why is that money important to you? So you keep digging, keep digging, keep digging until you get to the pain.

But the form, my whole point about this, that's a separate conversation. It's a separate, it's a sales technique. That's about closing the deal.

My point is we structure the form, the lead generation form so that they give us the information we need to close the deal. And they don't get the free stuff that we want to give to them until they completely fill out the form. And if you listened to the podcast, which was recorded live in the room, and Nicola can attest to it because she was there, I stood in front of them defiantly and I said, if this form isn't completely filled out, you are not getting a free book and you will not get a call from me.

And they all looked at me and I said, I'm serious. And they all filled out the form. I mean, 20, so 21 of the 40 people in the room filled out the form, which is pretty good, 50%, okay? So before you do the presentation, you decide what your lead magnet, what your honeypot is going to be.

And then you backward, you reverse engineer the entire presentation to lead to the moment where you give out the form. And I'm gonna say that again, cause this is really important. The presentation is not built around how great you are.

The presentation is built to lead up to that moment where they fill out the form and give it back to you. You know what doesn't matter? It doesn't matter at the end of this presentation if you get a standing ovation, that is irrelevant. All you wanna hear is the sound of a pen moving on a paper and then people walking up to you or following you to the back of the room to hand you that form.

In your mind, you should envision them handing you a hundred dollar bills because that's what they are doing. They are handing you an opportunity to close them. You say, when they give you the form, you look at it, you say, thank you very much.

I will be calling you shortly, okay? So you've decided that you're going to hand out, so for this presentation, I said, I'm going to hand out a form that will help them achieve their goals, okay? So here's how we got to that point. Let me share this presentation with you. We got to that point because I engineered an entire presentation so that they would come to me and ask me for help.

So this is the end slide. Before the end slide was Napoleon Hill's Think and Grow Rich. And what I said at the end of the presentation was there are five things that are highlighted in Napoleon Hill's book, Think and Grow Rich, that I want to point out to you.

Before I even got to that, I asked them specifically if they knew who Napoleon Hill was, and I explained who Napoleon Hill was. And I said the five things that are critically important are that successful business owners have a burning desire to succeed. Successful business owners are goal-oriented.

Successful business owners are decisive. Successful business owners have specialized knowledge. And successful business owners are part of a supportive community.

Napoleon Hill refers to it as a mastermind group, okay? I end with these five things, and I specifically cite Napoleon Hill, why? Because Think and Grow Rich is the seminal work, it's like the top, it's the Bible, for people who believe in continuous improvement in their professional lives. If you haven't read Think and Grow Rich, I highly encourage you to read Think and Grow Rich. So think about these five things.

Burning desire, that means you want it really bad. And anybody who wants it really bad will do whatever it takes, and I emphasize that. Goal orientation, what do I want? I want them to tell me what their goals are, so if they don't have goals, they're not gonna be successful.

So they got a goal sheet in front of them now. I want them to reinforce that their goals are important to them, so I want them to fill out that sheet. Successful people are decisive.

If you can't make a decision to hand in this form, you're never gonna be able to make decisions that are effective in your business. Specialized knowledge, before I get to this, I hand them the profit accelerators that I covered with you just a couple of weeks ago. And I don't, if you listen to the interview, I don't spend any time on it.

I just say there's 15 of these things on here. This is what we teach people in order to help them grow their business. Number one is raise your prices.

All of you can do this right now, and you can increase your prices by 5%, and it's a no-brainer, you won't lose any clients. There's 14 others in there, and I teach how to do this if you become a member of our community, but I don't have time to go through it. So they know I possess the specialized knowledge they're looking for.

And then finally, supportive community. Of course, ESL is the supportive community. It's the mastermind group I want them to be a part of.

So the presentation ends with explaining what successful people do, and it leads them to believe that if they want to be successful, they need to fill out that form, right? If they don't have a burning desire, they're not gonna be successful. Who has a burning desire? Someone who fills out a form and gets help for their business, especially if it's free, which is what I'm offering. Are you not goal-oriented? Yes, you are goal-oriented.

You wanna be successful, so you're gonna tell me what your goal is because you're goal-oriented. If you're not decisive, you're not gonna hand in the form, you're not gonna be successful. Specialized knowledge is what I got, it's what you want, and a supportive community is what you'll be a part of when you connect with me.

All of you can use this same formula. You don't have to cite Napoleon Hill, you can cite whoever you want as a successful person, but let's do it with someone who's a patent attorney, okay? Because we got two here. So you're a patent attorney and you just did your presentation.

So you say, now all of you who are here today have inventions. You have a burning desire to make sure that your invention is protected and it helps you make money. All of you have that goal at heart.

You want your invention to give you credit and you want your invention to fund part of your future. You wanna get credit for making this thing and you wanna be able to fund your future. So that's your goal.

So I know you're goal-oriented. Are you decisive? Well, we'll see. If you fill out this form and connect with me, I can help you do those first two things.

We'll see if you're decisive. I'm willing to talk to you for free about this. It's really quite an easy decision to make, but we're gonna find out if you're decisive.

Specialized knowledge is what I have. I write patents, it's called prosecuting. I prosecute patents.

What I do all day long, I love to do it. I know a great deal about how to get patents passed. I know a great deal about how the patent office views these things.

I have that specialized knowledge that you need. And then when you join me, you will be a part of my community, which includes other successful business owners. So if you ever need help with anything else in your business, I'm a certified enterprise value advisor, which means I am part of an elite community of people that can advance businesses, make businesses more valuable.

So if you ever wanna think about your business beyond patent protection, beyond your intellectual property, I would love to have that conversation with you because I'm part of a supportive community that's here for you. When you connect with me, you get the entire community of people that I'm a part of. So you see how this fits in.

This can fit into any business, right? So you use Napoleon Hill, the guy who invented the self-help professional development movement, you use him to reinforce what you have, but you tie it only to the specific thing of generating the lead right now. You're not telling them, hey, these are the 20 things I'm gonna do for you. You're telling them, fill out this form, I will share my specialized knowledge with you in a free call.

And if you want me to protect your patent, that's the second thing we need to talk about down the road. But if you have a burning desire, if you're decisive, if you really are focused on your goals, you will avail yourself, you will take advantage of the specialized knowledge I am offering you, and I will leverage my community if I need to to help you, but you gotta take the first step and fill out this form and hand it back to me, okay? So that's what we do at the end of the presentation. That's what everything is leading up to.

How did I structure the rest of the presentation? Well, you listen to it on the podcast. We started off with a statistic or a set of statistics, right? If you're going to start your, well, I started the presentation with a story, so I start every presentation with a story because I wanna make a personal connection with the audience. I have a catalog of stories because I have a huge amount of life experience because I'm constantly getting into adventures because I talk to everybody, right? So I have an entire file, and again, when we talk about story development, I'll show you how I develop my story file, how I organized it, and I've rehearsed these stories over and over again.

Steve Glick introduced me at this presentation and he did a really good job with the introduction. I thanked him and I told an introduction story that got a laugh because I wanted to bond and connect with the audience. Then I shared statistics.

The reason that I shared these statistics and I put the citations on the slide, you can't really read them, but the fact that they're there is the point. I shared these statistics because when you share statistics at the beginning of a presentation, you're immediately making a point that is irrefutable. 68% of CEOs of mid-market businesses do not have an exit strategy.

It's irrefutable, it's a stat, okay? 19% of privately held businesses sell. And then I looked at the audience and I pretended I was a dummy and I said, if you do the math, how many don't sell? Oh, 81%, wow. 81% of businesses don't sell.

34% of US small businesses make it to the 10-year mark. That means most of them fail before they get to 10 years. Why does this happen? I immediately open up with a situation that is going to be threatening to everyone in the room.

This will happen to you if you don't listen to me over the next, in this case, it was 25 minutes. This should have been a 45-minute presentation. So if you don't listen to me for the next 45 minutes, these stats, you'll become part of these stats.

And it's not Dave Lorenzo saying this, it's three independent agencies that created these statistics, that did these surveys. I'm telling you, you will be part of this if you don't listen to me. That's what's implied when I present this slide.

You should do the same at the beginning of your presentations. Then from there, we immediately go to questions that's going to lead them down a path where they will need your help. So for me, what is your business worth today? What will it be worth three years from now? And how will you get there? Nobody in that room had the answer to these three questions.

So they need to listen to me now because they don't want their businesses to fail and they want the answers to these three questions. Then I segment the audience into three different segments. Why did I do three segments? This is what you call an audience call-out slide.

You want to use this slide so that the audience can identify themselves in your presentation. If I had only architects in that room, this slide would be about architects. If I had only lawyers in the room, this slide would be about lawyers.

Because I was a veterinarian in this presentation and I had every breed of dog, cat, sheep, and pig in the room, I had to bucket them into three categories somehow. So I said the business world is made up of three different types of business owners. The main street business owner whose business is less than $5 million a year in annual revenue.

The entrepreneur whose business is between $5 and $10 million and the CEO of an enterprise whose business is $10 million and over. I've covered everyone in that room now. I know most of the people fall into the entrepreneur or below category, but just in case there was somebody with a bigger business, I've covered them here.

And I talk about the qualities and characteristics of each of them. Then I explain to them that if you don't know what your destination is, you're always going to be lost. And I make a joke when in the old days, when we were lost, we would follow a map.

Now we have a GPS, blah, blah, blah. This is your roadmap to determine what your value is of your business. You look at these 10 things and I introduced the 10 drivers of enterprise value.

I put them up there and people in the back of the room are standing up so they can see. Knuckleheads are taking pictures of the screen with their phone. They're doing everything they can to capture this.

And I let it stay up there for about a minute. And I say, we don't have time to cover all these. And then I say, there's three that are really important that I'm going to talk to you about.

And I'm not even going to talk about the top one because financial condition and reporting, you need to just hire an accountant or hire a fractional CFO to cover that. The reason I said that in this presentation is what I was trying to do is I was trying to neutralize anyone in the audience who may refute anything I have to say. And the only people who ever refute any of the things I have to say about exit planning are knuckleheads who are accountants and they think they're consultants.

So I wanted to neutralize them. And I said, for number one, you need to hire accountants or hire fractional CFOs. And once you do that, you can move on to number two and number three.

And that's what we're going to talk about today. So I take away any potential objections by saying that at the beginning, and Nicola will tell you at the end of the presentation, after the recording is stopped, what happened, Nicola? An accountant stood up and said, I'm an accountant, I do this work, I'm part of the Exit Planning Advisors Association, and Dave Lorenzo is 100% right. So that one thing that I said at the beginning won that guy over immediately.

He was immediately on my side and he didn't object to anything I had to say. So now these two points are the only two points we're going to cover tonight. And what I say to them is, here's how these two points relate to you.

And I call out each of the audience groups. Main Street business owners focus on growth strategy, entrepreneurs build client lifetime value, and CEOs focus on systems, processes, and leverage. I'm going to show you all three groups.

I'm going to show you how this works. Then I cover the slide that we mentioned at the end, okay? When I get to this slide here, I hand out those 15, we're calling them profit accelerators now, those 15 profit accelerators. The ones that I gave to you guys, I don't know, what was it, Nicola? Like two or three weeks ago.

It was a worksheet. If you didn't get it, send an email and we'll send it to you. And I hand it out and again, I just say, the first one is all about raising your prices.

You can all do that. I don't have time to go through all 15. That's one of the three gifts I have for you tonight.

And then I go through and I cover these and I say that I have two more gifts. One gift is a copy of my book. I've brought three copies of the book here.

The first three people to hand in their forms are going to get copies of the book. And then I say to them, if you want a copy of the book and you're not one of the first three people to turn in the form, give me the form anyway and I'll mail you the book. You can give them a free report or whatever.

And then I say the third thing is you're gonna get a free consultation but the form has to be filled out completely in order to get the free consultation. And in that audience, I didn't have to hit this slide really hard. If it's an uninitiated audience, I gotta hit the fact that if you don't turn that form in, you don't have a burning desire and you're never gonna be successful.

If you don't turn that form in, you're probably not goal-oriented. You're never gonna be successful. If you don't turn the form in, you're definitely not decisive.

And if you don't turn the form in, you're not gonna get the specialized knowledge and you got no shot of being a part of the supportive community that I've created. Turning that form in is your key. It unlocks all of these for you and it's a way for you to demonstrate that you're in congruence with Napoleon Hill's guide to being a successful entrepreneur, being a successful business owner.

Now, I encourage you to go back and listen to that presentation again after hearing what I just told you, okay? I'm the magician who just told you how the trick is done. Now go back and listen to the trick again and stop the audio at each point during the presentation and see for yourself that I'm doing what I just taught you. And if you wanna know what the results have been, 40 people in the room, I gave this away at the beginning, 40 people in the room, 21 filled out the forms, okay? And I'm holding up books and I'm saying to them, the first three people to fill out the form get the book.

And I literally had five people shoving forms at me so that the guy who's the president of the organization had to come over, Steve came over, and eventually Nicola came over to take the forms from people because people were shoving forms at me trying to get a copy of it. I only had two copies, I had three, but one of them I had already written on so I had to take it back. So they only got two.

They only got two copies of the book in the room, but they couldn't give me the papers fast enough. And it's not about the book. And I wanna stress that because many of you are thinking I don't have a book to give away, right? It's not about the book.

It's about getting the result they want. And the fact that you have done everything you could in this presentation to position yourself as the person who's the shortcut, you're the Sherpa, you're the guide to getting them the result, okay? This is the only presentation I give now. I tailor it to my audiences, but I don't go anywhere and teach anything.

I go somewhere to get leads. That's the only reason I do, whether it's a three-hour session. If this was a three-hour session, I would have taken all of that and made it about them for three hours and how much they suck for three hours.

And here's the thing, okay? People don't mind being told they suck. They need to know how much they suck in order to take the action. And I can't stress this enough because you're all good people and you feel bad telling other people they suck.

But if you don't tell them they suck, they're never gonna buy your stuff because they don't know they need to buy your stuff. If you're, I'm gonna use the patent attorney again because we're overwhelmed by patent attorneys in this community. If you're a patent attorney and you got a wacky inventor in his garage, the last thing he's thinking about is patenting that invention.

He's thinking about getting that mousetrap to be the best mousetrap it can be. You gotta tell him that his neighbor is watching with binoculars and he's looking to steal that invention from him. If you don't tell him that, he's never gonna patent his thing.

You gotta tell him. And then you gotta share stories about how other neighbors watch with binoculars and stole stuff from people. If you don't tell them what's at risk, they will never move.

So listen to the presentation I did. And then when we have office hours, which I believe is next week, I want all your questions about this because this one thing will make you more money than anything else I'm going to teach you. I'm gonna teach you a lot of other ways to make money.

But if you listen to the, if Paula Romo was able to unmute herself, we had this conversation with her yesterday. This is the key that unlocks the door for you. Instead of going to meetings and having a great meeting and following up and sending a handwritten note, all that's good.

But you go to a meeting and invite somebody to an event where you're doing this presentation, you got a shot at closing them. Paula, yes or no? See, Paula said yes. Okay.

So any questions now in the couple of minutes we have left? Ed, how did I do? I know you've heard about this before. Recording stopped. You nailed it, man.

You just made me a whole bunch of money. Thank you. Yeah.

This is, I will tell you that it took, I learned this about halfway through my career. So half of my career was wasted, giving presentations, getting standing ovations and feeling really good about myself. And then getting on a plane and going home with no extra money in my pocket, right? If you were selling pots and pans, you could use this presentation to sell pots and pans.

If you had a physical product to sell, you're all in the service business. So you don't have a physical product to sell. You can use this presentation.

Now, here's the thing, okay? You got to realize and you got to embrace this. The first couple of times you do this, the first 10 times you do this, you're going to suck. It is unreasonable to expect that you're going to be good at this.

You're going to flub everything. You're going to mess up every slide along the way. I still mess it up.

So I'm going to encourage you to do this as soon as possible, okay? So that you can start practicing. Use us, come to office hours and ask for help with this. Bring your presentations with you and we will help you.

Use this to make money, but you got to get in front of people and deliver this over and over again. The reason I'm good at this, the reason I can get 21 out of 40 people who've never seen me turn in lead forms and beg me to sell to them, the reason I can do that now is because I've done thousands of these and I've messed up hundreds of them and I've learned from my mistakes. Even this one, I've got about 30 things I'm going to do to improve this and I'll share it with you after I improve it.

I got about 30 things I can do to improve this. As soon as I finished, I turned to Nicola and I said, this is good, but it would have been better if it was 45 minutes. So now we know we need 45 minutes.

The other thing I said to her is, I'm going to rework this so that we can do it together because it's much better when we play off of each other when one person is the straight person and the other person is the salesperson. It works really, really well for that. So I got about 15, 20 things I'm going to do to improve this and I'll show you, but this framework is so good, you all need to do this.

This will make you a ton of money. It's a magic trick that anybody can pull off. If you can string words together in a sentence and follow a guide, you can do this.

You can absolutely do this. So listen, go back and listen to this again in the podcast and then bring your questions to office hours next week. I'm happy to answer any and all questions that you have.