The One-to-many Canvas Pt. 2
Sell the Product. Save the Quota.
Oh hello! I almost didn’t see you there. Come on in here before you catch a cold now.
Find a spot to settle in by the fire. Like Frank has.
If you’ve been following along, you’ll remember that we’ve been going over the One-to-many Canvas. You can download a fresh copy for yourself here.
Last time we dug into the first row: Sell the Framework.
Did you get that done?
Today, we’ll go over the process for Sell the product.
A word of warning, though. Things seem a little simpler on this step.
We’ve used the analogue of climbing the mountain.
In the last issue, we talked about how to define the process as a framework for “how to climb the mountain.”
Recap so far & ask “the big question”
Whether you are doing this as a two-parter, or splitting it into two webinars…
…you are still going to want to stop here and recap. Let’s go over in a quick 1,2,3 the story so far.
Think of this as this cadence:
The big change in the world has moved the goal line.
When I/we tackled this, we stumbled at first, but prevailed in the end.
Here is what we learned about how to do it boiled down into a framework.
Frame the product as “climbing gear”
In this section you will draw a direct line between the components of your success framework to the components of the product you are selling. Explain how each piece fits into the the overall whole.
Now that we know what we know, we have assembled this product to fit the framework.
Here is the first component of the framework, and the corresponding part of the product that tackles this.
and so on…
With the PRODUCT on our side, we can now tackle the FRAMEWORK with much more confidence and ease. Best of all, we can make it repeatable.
Overcome known objections
In this section you will provide answers to the most common pushbacks you are likely to get. Remember, this will evolve over time as you hear the objections in the field. Don’t forget to freshen this up periodically.
You may be thinking:
This won’t work for me because my business is special.
I can’t afford it.
This will take too much time.
What we are doing now is good enough.
We will take this on next quarter.
It’s your job to drive urgency, importance, and overall… DEMAND.
Define the next step
The only thing left to do now is to make the ask. What do you want the audience to do NOW? How can you incentivize doing it NOW? It could be anything:
Get a demo
Start a free trial
Start a $1 trial
Start a free account.
Start a paid account now.
Talk with Sales
The key is to make it clear.
How can you drive urgency on these? If they do it today, will you offer personal setup? Is there a special deal? An extended trial? An extra feature?
All this is up to you, and there is no magic bullet.
Not everyone will be ready during the show.
You’ll need to FOLLOW UP.
That’s where the follow-up branch planner will come in. Did I say that out loud?
We’ll talk more about it Sunday…
A next step for you.
Print this and fully fill it out with your main points in each area. I’m going to run an office hours next week on Wednesday evening at 8:00pm ET (for subscribers only) to help you flesh it out and answer any questions that come up between now and then.
🎶 Musical Note: I saw that The Highwomen got a Grammy nomination tonight for one of the songs on their self-titled album. You may not have heard of them. That’s okay. There is time. If you have, though… here’s a track you may not have heard. It a collaboration with Yola, who I first heard in the excellent outfit, Phantom Limb. If you haven’t heard of any of these people. There’s a lot to act on 👇 tonight.
If you found value in this week’s issue, please let me know! Kindly hit reply to this email or leave a comment before hit the ❤️ on this post.