Moine Encyclopedia Part 1

Multi-Million Dollars Sales Presentations
and Ultra-Powerful Sales Scripting

An Introductory Note from Jay Abraham
Is it possible that one sales presentation could make you or your company $1
million or more? Absolutely. All it takes is 10 sales of $100,000 each. Or 100 sales of
$10,000 each. How would you like to make $1 million in extra profit from your sales?
That is the area in which Dr. Donald Moine, the Script Doctor, the Prophet of Profit,
specializes.
If you have attended my Mastermind Summits in 2002 or 2003, you have heard
Dr. Moines mesmerizing presentations. Here, for the first time ever, you will see some
of the sales scripts that have made him famous. You will see actual pages from some of
his $60,000 Mastermind Sales Script Books. You will actually see pages from individual
script books that have generated well over $1 billion in sales.
Perhaps most importantly, you will learn how you can immediately and
significantly increase the power of your own sales presentations. In addition to sharing
with you never before revealed scripts, Donald will share with you the techniques,
methodology and thinking he uses to develop these powerful word combinations.
Donalds scripts and sales presentations are used by more than 50 of the Fortune
500 companies and by thousands of business owners, entrepreneurs, financial planners,
accountants and attorneys. He developed these scripts and his script-writing prowess
from his personal work with hundreds of sales superstars around the world. Donald has
even coached me and some of the other most famous marketing gurus of the 21st century.
In an up-coming section, you will learn how he was able to help me increase my sales 25fold. Not 25% but 25 times over!
From this intimate one-on-one work with the Olympic athletes of the sales world,
Dr. Moine developed an in-depth understanding not just of the techniques but of the
mindset of sales champions. In this exclusive examination of sales scripting, Donald
will reveal to you the values, belief systems and mindsets that enable sales millionaires
to outsell everyone else in their industries. These mindsets can triple or quadruple the
effectiveness of a sales presentation. The powerful scripting and sales presentation
techniques you are going to learn about here have enabled many clients to book millions
to hundreds of millions of dollars in additional sales.
The way that we have structured this part of the encyclopedia is to first share with
you the logic, thinking and structure of the most persuasive sales scripts. In these
sections, you will actually learn how to create your own powerful, customized million
dollar sales presentations.
We will then share with you actual pages from script books that have catapulted
the sales of companies in a wide variety of industries. With the knowledge you gain in
the first sections, you will be able to take many of the scripts presented and turn them
into best-in-industry scripts for your company.
This first section is a totally rewritten and updated excerpt from the classic book
UNLIMITED SELLING POWER: HOW TO MASTER HYPNOTIC SELLING
TECHNIQUES, authored by Dr. Donald Moine and Dr. Ken Lloyd. Published more than
10 years ago by Prentice Hall and reprinted in numerous editions in the United States and
various foreign countries, it remains in the top 1% of all books on Amazon.com. This is
the first book ever to show how sales superstars skillfully use powerful forms of indirect
or conversational hypnosis to break sales records.
As you read this and gain a deeper understanding of million-dollar sales
presentations, you will see why Dr. Moine has become known as the business script
doctor for his work in helping companies massively improve their sales presentations.
Whenever a business or a professional wants to develop devastatingly effective sales
Copyright 2003 by Dr. Donald Moine.
DrMoine.com All rights reserved..
presentations, I refer them to Dr. Moine. In just a few moments, you will also learn that
some of the most powerful scripts of all are stories, metaphors and case studies. Like
myself, Donald teaches with stories and examples. I hope you gain as much as I have
from the incredible word magic and insights of Dr. Donald Moine, the Guru of Gain, the
Sales Script Doctor.
--Jay Abraham
Let Me Share a Story with You by Dr. Donald Moine

If you have read any of my books or have attended any of my seminars, you know
that I have been teaching the power of story selling and metaphors to sales forces,
entrepreneurs, business owners and Fortune 500 executives for many years. All great
communicators, including politicians, religious leaders, top lawyers, negotiators, sales
superstars and others use stories, metaphors and analogies to influence others. Let me
share with you a story of one of my clients.
Jack Tortorice was a branch manager of ADP, a multi-billion dollar corporation
listed on the New York Stock Exchange. ADP provides many sophisticated services,
including the preparation of payroll for other companies. For business purposes, ADP
divides the United States into 42 fiercely competitive regions and Jack was the head of
one of those regions.
When I first met Jack, his division, in La Palma, California, was #7 in the country
and he and his team had worked extremely hard to achieve that high ranking. Jack was
about to launch an expert modeling project, in which the most powerful words
("scripts") used by his top salespeople would be tape recorded, analyzed, further
perfected and presented in a proprietary training system for his sales team. The scripts in
this "mastermind" book would then be taught to all of the other salespeople and they
would be trained in how to deliver them.
Did it work? Over the next year, Jack's group became #1 in the USA. They beat
out Bostona feat that was considered impossible. They were rewarded with trophies,
trips to Hawaii and cash bonuses. Jack gave much of the credit to the Mastermind Sales
Script Book and the training that went along with it.
After his team broke numerous sales records, Jack was promoted to head of a
major division of ADP for the entire Western United States. It was my privilege and
honor to have organized and conducted this entire Mastermind Script Book project for
Jack Tortorice and ADP. Using the powerful mastermind sales presentations we
developed, we broke nearly every sales record within Jacks division of ADP. Below, in
this exclusive report for Abraham Publishing, I am revealing, for the first time ever, some
of the scripts that enabled Jack Tortorice and his sales team to shatter ADP sales records.
The ADP Script Book I wrote had 21 sections, covering every objection you will
ever hear in selling payroll services. The sections of the Script Book ranged from
Getting Through the Secretary to It Costs too Much to Set Up and Use to Business
is Slow to My CPA Does Our Payroll to We Dont Have Any Time to Look at It
and many, many more. The mastermind script book totally destroyed these objections.
In fact, after learning these powerful scripts, many of the salespeople brought up
the objections first! They then completely took the wind out of the sails of these
objections with the logic points provided by the mastermind scripts.
Dozens of companies provide payroll services. Many competitors of ADP want
to write your company payroll checks and figure tax withholding. How could ADP stand
out from this crowd? How do you stand out from the crowd? How can your company
become a multi-billion dollar company?
Of the 21 major objections ADP salespeople heard over and over again, one of the
most common was, We are concerned about confidentiality. They were told, We
dont want anyone inside our company to know how much another person is paid. And,
we dont want anyone outside our company to know that either.
How would you handle such an objection? Until we developed these scripts,
many ADP salespeople didnt know quite what to say. After studying their top
salespeople and reviewing our collection of the most powerful sales scripts from dozens
of industries, here is what we came up with:
"WE ARE CONCERNED ABOUT

CONFIDENTIALITY"
1.1 I AM HAPPY TO HEAR THAT.
THAT IS ONE OF THE BEST REASONS FOR GOING WITH ADP.
WE CAN OFFER A LEVEL OF CONFIDENTIALITY AND PRIVACY
IMPOSSIBLE TO ACHIEVE WITH AN IN-HOUSE SYSTEM.
1.2 ADP IS RENOWN FOR OUR CONFIDENTIALITY AND PRIVACY
SYSTEMS.
WE CAN SET UP OUR FILES BY NUMBERS RATHER THAN BY NAMES.
WE CAN ACTUALLY WRITE OUT YOUR PAYCHECKS TO NUMBERS
INSTEAD OF NAMES.
Can you do that now?
Why not switch to ADP?
1.3 ADP is FAMOUS FOR OUR SYSTEMS TO PROTECT AND HONOR
CONFIDENTIALITY.
WE CAN USE SPECIAL CODES FOR DIFFERENT FORMS OF
COMPENSATION SO THAT NO ONE WILL EVERY BE ABLE TO FIND
OUT HOW MUCH SOMEONE ELSE IS PAID.
IF YOU AND YOUR EMPLOYEES WANT CONFIDENTIALITY, YOU
MUST GO WITH ADP.
1.4 IF YOU WANT PRIVACY, YOU ABSOLUTELY HAVE TO GO WITH ADP.

WE CAN DO THINGS YOU COULD NEVER DO.
WE CAN WRITE OUT CHECKS TO NUMBERS, INSTEAD OF NAMES.
IT WILL BE AS IF EVERY EMPLOYEE OF YOUR COMPANY HAS A
PRIVATE SWISS BANK ACCOUNT.
HOW MUCH MORE CONFIDENTIALITY CAN YOU OBTAIN???
1.5 COMPANIES CONCERNED ABOUT PRIVACY AND CONFIDENTIALITY
ALWAYS GO WITH ADP.
EVERY SINGLE TIME.
HERES WHY.
1.6 ALMOST ALL OF OUT CLIENTS ARE VERY CONCERNED ABOUT
CONFIDENTIALITY.
WE DO THE PAYROLL FOR THE RAMS (THE NFL TEAM), FOR
PRESTIGIOUS LAWYERS AND DOCTORS, FOR POLITICIANS AND FOR
MANY WEALTHY PEOPLE.
TO THESE PEOPLE, CONFIDENTIALITY IS OF THE GREATEST
IMPORTANCE.
AFTER EXAMINING ALL THE ALTERNATIVES, THEY SELECTED ADP.
WHY NOT JOIN THEM AND ENJOY THE GREATEST CONFIDENTIALITY
THAT EXISTS?
1.7 YOU WANT PRIVACY?
I DONT BLAME YOU.
CONFIDENTIALITY IS ESSENTIAL TODAY.
WITH AN IN-HOUSE SYSTEM, LIKE THE ONE YOU HAVE, THERE IS NO
WAY YOU COULD HAVE THE KIND OF CONFIDENTIALITY WE CAN
GUARANTEE YOU.
THERE IS NO WAY YOU CAN BE SURE SOME NOSY EMPLOYEE WILL
NOT BREAK INTO YOUR RECORD SYSTEM.
STOP WORRYING ABOUT THAT.
WE CAN PROTECT YOU AND YOUR CONFIDENTIALITY.
1.8 ADP IS KNOWN AS THE WORLDS EXPERT ON SECURITY AND

PRIVACY SYSTEMS.
WE HAVE DEVELOPED SUCH HIGH-LEVEL PASSWORDS AND ACCESS
CODES THAT EVEN AN INTERNATIONAL SPY COULDNT BREAK
THEM.
1.9 I AM GLAD YOU BROUGHT UP CONFIDENTIALITY.
IF YOU ARE TRULY CONCERNED ABOUT CONFIDENTIALITY, YOU
HAVE ONLY ONE CHOICE:
ADP.
HOW DO YOU THINK WE BECAME THE LARGEST COMPANY IN OUR
INDUSTRY IN THE WORLD?
WE DID IT BY GUARANTEEING CONFIDENTIALITY AND PRIVACY.
NOW, LETS FILL OUT THE PAPERWORK TO GET YOU STARTED
1.10 WE HAVE NEVER HAD A PROBLEM WITH CONFIDENTIALITY.
IN-HOUSE SYSTEMS CAN NEVER MATCH THE SECURITY AND
PRIVACY WE OFFER.
IF YOU REALLY WANT PRIVACY, YOU NEED TO DROP YOUR INHOUSE SYSTEM THAT IS SO VULNERABLE, AND START USING OUR
BULLET-PROOF SYSTEM OF PROTECTING PRIVACY.
1.11 WE DO EVERYTHING OFF YOUR PREMISES.
YOUR EMPLOYEES WILL KNOW NOTHING.
EVERY PAYROLL MATTER WILL BE A MYSTERY TO THEM.
ALL THEY WILL KNOW IS THAT THEIR CHECKS ARE ALWAYS ON
TIME AND ARE ALWAYS ACCURATE.
ISNT THAT WHAT YOU WANT?
1.12 WE DO EVERYTHING AWAY FROM YOUR PREMISES.
THE CHECKS ARE PRINTED AWAY FROM YOUR PLACE OF BUSINESS.
THERE ARE NO PAYROLL RECORDS AT YOUR PLACE OF BUSINESS.
ADP OFFERS THE HIGHEST LEVEL OF CONFIDENTIALITY AND
SECURITY POSSIBLE.
SHALL WE GET STARTED?
1.13 I APPRECIATE YOUR CONCERN.

MR.___________ AT ___________ COMPANY HAD THE SAME CONCERN.
HE NOW SAYS THAT ADP GAVE HIM MORE CONFIDENTIALITY AND
PRIVACY THAN HE EVER DREAMED WAS POSSIBLE WITH A
PAYROLL SYSTEM.
WOULD YOU LIKE TO TALK WITH HIM?
SHOULD WE CALL HIM?
WOULDNT YOU LIKE TO ENJOY THE SAME HIGH DEGREE OF
PRIVACY THAT MR. _________ NOW HAS??
1.14 I CAN EMPATHIZE WITH YOU.
CONFIDENTIALITY IS VITALLY IMPORTANT.
I GUARANTEE YOU THAT YOU WILL SLEEP WELL AT NIGHT WITH
ADP.
WE HAVE NEVER HAD A SECURITY PROBLEM.
HAVING US DO YOUR PAYROLL AND TAX REPORTING WILL TAKE A
BIG BURDEN OFF YOUR SHOULDERS.
IT WILL GIVE YOU TRUE PEACE OF MIND.
LETS GET YOU SIGNED UP NOW.
How well did it work? ADP is now listed on the New York Stock
Exchange and is a multi-billion dollar company. Some of our scripts were so
popular that they were reprinted on posters and distributed to ADP offices all
over the United States. There are twenty other comprehensive sections of the
ADP mastermind script book that cover every objection you will ever hear in
selling payroll services. If confidentiality and privacy are a concern of your
clients, these scripts should provide you with some outstanding new ways of
handling this objection.
Proven Techniques that Enable Virtually Anyone to Master

Powerful Sales and Marketing Strategies
It used to be assumed that very few people could learn the techniques of the
"born salesman" or the master salesman (or master saleswoman). With the discovery of
the linguistic structure of master salesmanship, the "word magic" used by top
salespeople is now available to others.
ALL SALESPEOPLE USE SCRIPTS. A script is simply an organized collection
of words. Since all salespeople use scripts, all salespeople use scripts. The only question
is: How good are your scripts? How powerful are your scripts?
If you are a student or client of Jay Abraham, you are probably excited about the
power of marketing. You may know that Jay uses a number of very sophisticated
language patterns that most people in business do not possess. Jay is not the only human
being who knows these language patterns. Sales millionaires know them (although they
frequently cannot explain them). These are not simplistic sales techniques or power
closes.
Why are scripts and powerful sales presentations so important? In most sales
positions, you cannot change your product. Your product may be manufactured by a
company thousands of miles away. In most sales positions, you cannot change the price
of your product by very much. The one thing you can change is your presentationyour
scripts.
Sales superstars in your industry sell exactly what you sell. And, they probably
sell it for the same price or a similar price. The difference is that they use far superior
words. I will show you how to capture and use the words that create sales millionaires.
I have spent my entire professional life analyzing these powerful languages
patterns and teaching them to a select group of sales forces and entrepreneurs around the
world. In fact, these strong language patterns were the subject of my 271-page doctoral
dissertation, A Psycholinguistic Study of the Patterns of Persuasion of Ultra-Successful
Salespeople. This was the first doctoral dissertation ever written on the compelling
speech patterns used by the worlds top salespeople. You can still acquire a copy of this
best-selling dissertation from University Microfilms International in Ann Arbor,
Michigan.
If you wish to maximize profits from your business or professional practice, you
should ask yourself this question: How can I learn and master the sales strategies of the
superstars?
How would you like to have the most powerful and persuasive sales presentation
in your industry, available for immediate use by you and your sales people? How many
hundreds of thousands to millions of dollars in extra income could you earn? How much
would your sales improve if you had the most effective ways of handling any objection,
stall or resistance you encounter? How much less stressful would your life be if you had,
at your fingertips, the most persuasive words ever spoken by the top salespeople in your
company or in your industry?
You can enjoy this level of sales success. HOWEVER, it is not available in any
bookstore or on any website. It is available in a customized mastermind sales script book
which only you and your people can develop.
Introduction to The Mastermind Sales Script Book
There are many parallels between Jay Abrahams life and my own. In the early
1980s, we were each establishing our reputations in business. Jay became renown as the
Marketing Genius and I became known as the Sales Doctor. While we didnt know one
another at the time, we were both traveling around the world promoting the concept of
Mastermind Groups.
To me, masterminding is working with the top performers in a field, studying the
best, figuring out exactly how they do what they do, and then building an explicit
model of their skills so that other people could acquire those skills. The final product of
the industry or company Mastermind Groups I assemble and work with is a Mastermind
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Sales Script Book. We then use these Mastermind Sales Script Books to break sales
records in company after company.
Compared with any other type of book, the Mastermind Sales Script Book looks
lean and mean. It means business. It is, as its name implies, a collection of the most
powerful and useful phrases ("scripts") a sales professional can use to counter any
objection and close the sale. If the script or presentation doesnt close the sale, it
advances you more quickly to the close, builds a deep level of trust and sets you up for
the next powerful piece of sales dialog. It is a refinement of what really works in a
particular sales context.
To be useful, all knowledge must be organized and it must be accessible. The
sales script book is an organized and useful set of the most powerful ways of handling the
exact objections, questions and stalls you get in your sales calls. It enables you to make
more sales calls with less effort and it helps you close more sales.
It is also important to know what the script book is not. It is not a collection of
theories about sales.
It is not a book of sales philosophies (love your customer) or
war stories of sales veterans (heres the way I did it, son). It is not a set of worn-out
overused "power-closing" techniques. It is not a set of tricky words with which you can
beat up customers. It is not a book of product information or product literature. It is not
a book on who your company is and what it does. A Mastermind Sales Script Book does
not have any fat or theory or background information.
The world of professional selling is being rapidly restructured in the 21st century.
Companies which previously spent large amounts of money on Internet ads, print, radio
and television advertising are waking up to the cold reality that most advertising does
NOT produce sales. Companies which previously purchased feel good motivational
training or pre-packaged 19 Steps to Closing a Sale generic training are finding that
they rarely get sales increase. Sales managers, entrepreneurs and corporate executives
who are brave enough to focus on the bottom line are realizing that many of the heavily
hyped methods for supposedly increasing sales simply do not work.
11
Increasingly, profit-oriented executives are asking: Why not study sales

superstars? Obviously, these people KNOW how to sell (even if they cant describe
many of their own most powerful intuitive techniques). By sales superstars, we are
referring to those sales geniuses who are able to sell 50%, 100% or even 1000% more
than other salespeople.
One of the sales geniuses with whom I have conducted nearly 50 seminars is Tom
Gau, the most successful financial planner in America. The average financial planner
makes about $100,000 a year. Working only about 9 days a month, Tom Gau earns more
than $3 million a year. Think about that. $3 million. $6 million. $9 million. $12
million. It adds up fast! It is as if Tom Gau, CFP wins the lottery every year, year after
year. But there is no element of risk or chance. Toms powerful sales presentations
reliably, predictably deliver millions of dollars a year, year after year, just like
clockwork.
Together, Tom and I wrote more than 400 scripts for selling financial planning
services and products (financial solutions). It is not an accident that Tom Gau is the most
successful individual in his profession. To put this in context, in the United States, there
are more than 400,000 people who call themselves financial planners. Tom Gau is #1
and has been #1 for many years.
Below, for the first time ever, we are revealing one of the sections from the Tom
Gau Financial Planners Mastermind Sales Script Book. Several thousand financial
planners have paid $300 each for a copy of this exclusive book. Remember that this is
just one of the chapters in Toms incredibly comprehensive script book. There are 18
chapters in the book, each covering a major objection, stall or resistance financial
planners hear. This is the 11th section of his script book. In this section, you will see
Toms responses for handling the objection, I already have a stock broker. Why do I
need you?
Most financial planners have only two or three responses to this objection. Tom
Gau has more than 30 responses. He has responses for every personality type of prospect
he will ever encounter. He uses some of these scripts often. He uses others only rarely.
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But when he needs that specialized script to convert a prospect to a client, it is in his
script book. Here are some of the exact scripts Tom Gau uses to earn more than $3
million a year as a financial planner:
11.1
Is your stockbroker really objective in his or her recommendations?

Does your stockbroker objectively recommend a full range of financial
products or will he or she be biased towards their own companys
proprietary products?
11.2
(If the stockbroker has recommended proprietary products:)

How much research do you think your stockbroker has actually done to
arrive at his recommendations for these proprietary products?
If you went to Honda and asked them to recommend the best foreign car,
would they ever recommend Nissan down the street?
11.3
We strive to be TOTALLY OBJECTIVE in making our investment

recommendations.
We use highly respected third party evaluation services such as
Morningstar and ValueLine and we never recommend a particular
product just because we might make a higher commission.
Can your stockbroker say that?
11.4
Can a stockbroker really be objective and unbiased in his or her

recommendations?
Will he or she objectively evaluate and recommend the best financial
product for you, or will there be a bias towards recommending stocks?
Look at their name: Stock Broker.
What does that name tell you?
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11.5
Do you know that there is technically a big difference between

stockbrokers and financial planners?
If you call yourself a financial planner or say you offer financial
planning services, you must be registered as an investment advisor,
which means you are a fiduciary.
A fiduciary must place the interest of his clients first.
A stockbroker does not have that responsibility.
If you were a fiduciary, you couldnt sell product over the phone to
strangers.
Thats huge difference.
Unlike a stockbroker, I have to first gather lots of information about you
and your needs before I make a recommendation.
I will only make recommendations to you that I think are safe and
totally appropriate for you.
Isnt that what you want?
11.6
We dont recommend an investment until after weve done a thorough

diagnosis of your financial condition.
We are like doctors.
And that is just one of the things that separates us from stockbrokers.
11.7
If someone called me right now and wanted to buy XYZ stock, I could
not and would not sell it to them.
As a fiduciary, I would need to know their needs, interests, risk
tolerance, etc. before making any recommendation.
Remember, I ALWAYS HAVE YOUR BEST INTEREST IN MIND.
A stockbroker cannot say that.
11.8
A stockbroker might try to help you rich quick and they might take
some risks in doing that.
In comparison, we concentrate on lowering your risk, lowering your
taxes, and helping you to get rich slowly but surely.
Wouldnt you really be more comfortable with that type of approach?
14
11.9
Ill never call you saying, I have a great deal.

I have a hot stock for you!
Its going to double next week!
Do you really like to get those kinds of calls?
I wont promise to make you rich overnight with risky investments.
Instead, I will concentrate on helping you get rich slowly but surely.
Isnt that more appealing to you?
11.10
(Never directly criticize stockbrokers. Some are very good. Instead,

educate your client or prospect as to additional services and alternative
services and products you provide. Educate your prospects and clients
regarding the legal differences between a stockbroker and a financial
planner.)
11.11
Notice that stockbrokers call themselves financial consultants, not

financial planners.
There is a huge world of difference.
Let me explain....
11.12
If you came in here and told me, I want to buy individual stocks, trade
them frequently, sell short, buy pork bellies, etc., Id say, Go see a
stockbroker.
Thats what stockbrokers do.
What we do is very different.
Please let me explain
11.13
Never ask a plumber to fix your car.

Dont ask a stockbroker to do financial planning.
How often does your stockbroker look at your tax returns?
Never.
Thats not his area of expertise.
Its not to criticize him, but its just not his area of expertise.
And there are many other important financial matters that stockbrokers
never look at.
Whatever they dont look at or dont understand about your financial
situation limits their ability to comprehend your unique situation and
your needs.
THATS WHY WHAT WE DO IS SO IMPORTANT.
15
11.14
There are 5 keys to financial success: investments, estate planning, taxes,

retirement, and insurance.
Does your stockbroker help you in ALL these areas?
No.
They havent been trained in ALL these areas.
I have.
11.15
I can help you save a lot of money on your taxes, reduce your mortgage
costs, save you money on insurance, help you fully fund your retirement
program, help you save for your childrens college education and
minimize your estate taxes.
Can your stockbroker do ALL that?
11.16
We dont sell individual stocks, bonds, options and commodities, We

dont do what stockbrokers do, and they shouldnt try to do what we do.
11.17
I can help your significantly reduce your taxes.

Can he?
11.18
If your stockbroker, or anyone else, recommended an investment to you,

only time will tell if an investment is a good or a bad one.
Do you agree?
That is because investments are a matter of opinion.
However, with tax law, its not a matter of opinion; it is a matter of fact.
And I know the facts that can help you save significantly on your
taxes.
If you want to save a lot of money on your taxes, you and I need to talk.
11.19
You have a stockbroker?

Great.
Most of my clients do.
Would you like to know why they consider my services so indispensable?
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11.20
You have a stockbroker?

Great.
I wouldnt want to work with you if you didnt.
Thats because I specialize in working with sophisticated people like
you.
11.21
Its not a matter of either/or.

It is NOT a matter of having a stockbroker OR a financial planner.
You can have both; you probably need to use both of us.
Heres why
11.22
Some of our clients ARE stockbrokers.

Would you like to know why these stockbrokers are so happy with our
services?
11.23
Im glad to hear that you have a stockbroker.

What do you like most about him/her?
(Listen respectfully, then show the prospect how he/she can get even
more of that from you.)
11.24
If youre dealing with someone who claims to be doing financial

planning, make sure that person is a Registered Investment Advisor.
Ask your stockbroker if he/she is a RIA, before you let them do any
financial planning for you.
11.25
Ask your stockbroker if he/she is a Registered Investment Advisor.

Ask if he or she is registered with the SEC and with the state.
If not, RUN IN THE OTHER DIRECTION WHEN THEY MENTION FINANCIAL
PLANNING.
11.26
Most stockbrokers receive almost no training in financial planning.

When they try to do financial planning, they are just winging it.
Why would you want to work with someone who is winging it in this
area as opposed to a true professional financial planner?
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11.27
Most successful stockbrokers would never dream of trying to act as financial

planners.
The good ones are too busy being stockbrokers.
11.28
Being a good stockbroker is a demanding full-time job.

Why would any successful stockbroker want to take on a second job of
being a financial planner?
11.29
Did you know that many stockbrokers get tip sheets every day for stocks
they are required to sell that day?
Well, WE ARE NOT UNDER THAT KIND OF PRESSURE HERE.
We take a more conservative, longer-term perspective to finding the
best, most appropriate investments for you.
Isnt that what you really want--rather than the hot stock of the day?
11.30
Did you know that many stockbrokers pay way too much in taxes
because they dont know how to manage their own finances?
What does that tell you about their ability to help you with your finances and
your taxes?
11.31
Sir, you are a professional.

It took you many years of training and education to become a
professional, didnt it?
You must know the value and importance of professional training.
As a professional, you should really be working with another
professional--a person such as myself.
You should be working with a professional financial planner like me.
11.32
The stockbrokers who are truly interested in financial planning leave the
stock brokerage field and become full-time financial planners.
Until this stockbroker becomes a full-time financial planner, Id strongly
suggest you leave the stock-picking to him and the financial planning to
a Certified Financial Planner like me.
11.33
What exactly did the stockbroker say he could do for you in the field of
financial planning?
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11.34
What kind of financial planning did this stockbroker say he was

qualified to do?
You really need to ask him that question.
11.35
I would never try to do what a stockbroker does and a stockbroker

should never try to do what we do.
Heres why
11.36
I know many of the top stockbrokers in town.

Who is your broker?
Who?
Ive NEVER heard of him.
11.37
I know many of the very best stockbrokers in this town.

Who is your broker?
Oh, he is a great guy and he has referred several of his clients to me.
Would you like to know why?
11.38
I would strongly suggest you talk with that stockbrokers manager.

Ask to speak with the office manager.
Ask him if that stockbroker is qualified or trained to do financial
planning.
Many stockbrokers and their managers have gotten into trouble because
the broker claimed to be doing financial planning.
By talking to the office manager, you might get a different picture of
what this stockbroker is qualified to do.
11.39
What is your stockbrokers phone number?

Why dont we call him right now and find out if he is trained and
certified as a financial planner?
19
At the end of each section of his script book, Tom has a blank lined piece of paper
so that he can add great new responses when he thinks of them. By doing so, his script
book gets better and better over time. It is a living document.
I have seen the scripts and script books of dozens of top financial planners and
stockbrokers. Tom Gaus is by far the best. It is no accident that he earns more then $3
million a year as a financial advisor. Many of the financial planners and stock brokers
who have paid $300 each for a copy of Tom Gaus script book have told me it is one of
the best investments they have ever made.
Not all of the scripts above (or in Toms script book) are Toms. I added a number
of scripts that I have collected in my work with other top financial advisors around the
United States, Canada and Australia. That is what makes this a mastermind book. No
one person could have ever thought of all of these powerful responses.
Whether you are able to buy a mastermind sales script book (few industries or
professions have them available) or whether you write one yourself, I suggest that you
circle your favorite responses. In that way, you can instantly find them.
However, your preferences will change. You will eventually get tired of using
the same 4 or 5 or 6 responses. That is why you need a wide variety of powerful
responses in your mastermind script book. In addition, remember that different prospects
and clients will need to hear different responses. Your favorite response may not be the
favorite response of any given prospect. You need to say what will be most effective with
that individualeven if it is not your favorite response. Your mastermind script book
thus needs to have 15 to 20 different responses to be maximally effective with the full
range of prospects, clients and customers you will have.
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What Distinguishes Sales Superstars

What distinguished these sales masters? How are they able to earn hundreds of
thousands to millions of dollars per year in personal income?
It is well-established that sales superstars have high energy levels, that they work
hard and can take a fair amount of rejection. However, in addition to these traits, sales
superstars have distinctive forms of verbal communication not possessed by average
salespeople: the ability to verbally pace the moods and emotions of clients and
customers, the ability to rapidly build trust, the ability to tell mesmerizing stories, the
ability to focus the attention of clients and customers, the ability to ask powerful sales
questions and the ability to increase suggestibility. They accomplish all of this through
the power of their words.
To put it simply, sales superstars don't talk like everyone else! If you have
listened to Jay Abraham or Tony Robbins, you know what I mean. They use special
combinations of words that almost seem to have magical powers. They use words which
trigger receptivity and buying behavior in others. They don't use the old worn-out
clichs used by others in their fields.
While sales superstars sell the same products at just about the same prices as their
peers, the words they use special words (and they know how to say those words) to break
sales records. It is as simple and as complex as that. How do you capture that multibillion dollar sales magic and make it available to others?
If you own a business or have a sales force, you have probably wondered if there
was any way of putting the mesmerizing words of sales superstars onto the tongues of
less-successful salespeople. Obviously, this cant be accomplished by conventional
sales training programs.
If it was, we wouldnt have so many businesses struggling to survive in America
today. Something more is needed.
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The Rediscovery of the Sales Script Book

Early in my career as a Sales and Marketing Psychologist, I learned that sales
superstars are writers. Sometimes they write on napkin pads or scraps of paper. But
sales champions are writers.
I dont care if they never went to college. I dont care whether or not they know
rules of grammar. When sales superstars hear a powerful phrase or great sales script,
THEY WRITE IT DOWN.
Why do sales superstars write down the most powerful words they hear or that
they think of? Because they know that their words can make them rich.
Make this statement to yourself right now: MY WORDS CAN MAKE ME
RICH. Your product wont make you rich. Your prices wont make you rich. Your
words will make you rich.
How do I know this is true? History has proven it. The truth is that written sales
scripts have been around for a long time. Written sales scripts have literally sold
TRILLIONS of dollars worth of goods and services. There is nothing more powerful
than a great sales script that is expertly delivered by a highly trained caring sales
professional.
If scripts have proven their effectiveness by selling trillions of dollars worth of
products and services, why doesnt everyone have great sales presentations? What
happened? Salespeople got lazy. Businesses got lazy. Writing down scripts, analyzing
them and perfecting them is damned hard work. Salespeople (and their bosses) said, I
dont need to write anything down. I will just think of something to say.
They did think of something to say. But it wasnt very good and it wasnt very
persuasive and sales plummeted. In some cases, what they just thought of to say was
pathetically weak. Does this sound familiar?
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Why arent your salespeople selling more? Why arent YOU selling more? I
will place my bet that your product is pretty good and that your service is pretty good but
that your words (your sales presentation) is not doing the job!
The great thing about American business is that it corrects its mistakes. In some
foreign countries, businesses wallow in their mistakes for year after year. Not in
America. Here, only the strong survive. The sales script book is now being
rediscovered. And, vastly improved.
Using techniques from Neuro-Linguistic Programming (NLP) and
psycholinguistics, you can now create and perfect scripts and sales presentations that are
more powerful and focused than any of your existing sales presentations.
Organized sales script books have been known and used by some of America's
most successful and profitable corporations, such as IBM. However, sales script books
have largely remained a mystery to many other companies and even to entire industries. I
am out to change that.
Those companies that have invested the time and money to develop mastermind
script books have guarded them under lock and key to keep them out of the reach of their
competitors. How would you feel if your competitors got their hands on the very best
sales presentations of your most powerful salespeople? To protect against this
possibility, some of the corporations I have worked with have printed their script books
in blue ink on blue paper to make photocopying nearly impossible. You can still read the
text, but it does not photocopy. Jack Tortorice of ADP had his script books printed with
black ink on special dark red paper. When you try to photocopy it, the pages come out
nearly all black!
Some companies hand out script books in the morning and collect them in the
evening to lock them in vaults. Two financial institutions I have worked with, Union
Federal Savings and Loan, and First Federal Savings and Loan, have assigned special
numbers to each sales script book to track where the books are at all times.
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Are these security moves justified? You can decide. At stake is tens of millions
to hundreds of millions of dollars in sales and profits for your company. No one would
go to this trouble to guard ordinary training materials or company sales brochures. But,
sales script books are different. Mastermind Sales Scripts produce massive sales.
How All Salespeople Can Profit by Using Script Books
Why are sales script books so essential? Throughout my work with numerous
sales organizations, entrepreneurs and Fortune 500 executives in the USA and abroad, I
have learned that even the best salespeople can be inconsistent. I have observed that
even sales superstars have good days and bad days. On some days, even top people are
unable to remember their own best lines.
Script books help make salespeople consistently excellent. Day after day, week
after week. If you want consistent top sales performance, you need a written mastermind
sales script book. Even if you are tired or fatigued, if you have your very best lines at
your fingertips, you can make several additional sales calls and close additional sales.
You may doubt the power of sales script books. Shouldn't salespeople be able to
memorize all of their best lines? That is impossible. When you realize that sales
superstars themselves rely on script books to refresh their memories, you will become
convinced of the unrivaled power of this sales tool.
Famous sales speakers such as Brian Tracy, Zig Ziglar and Tommy Hopkins
recommend the use of powerful written sales scripts and they recommend you practice
delivering your very best, most convincing lines. However, as far as I know, these
famous speakers do not themselves write scripts and sales presentations for salespeople,
entrepreneurs or business owners. That is my specialization.
It is no mere coincidence that highly-successful sales professionals use script
books. The script books are, in fact, largely responsible for their success! If you are a
reasonably successful salesperson or professional, if I gave you the very best scripts and
sales presentations in your industry and coached you in how to deliver them, I guarantee
24
you that your sales success would significantly increase. One of the main reasons you
are not selling more is that your scripts and sales presentations are not good
enough.
On those occasions when sales superstars misplace their script books, they are
invariably less successful. They are like pro football players trying to play without a
playbook. Just as in sales, winning in football takes talent, hard work, a great coach and
a powerful, proven set of plays. That is what a mastermind sales script book gives you.
The script book makes the job of selling much easier and less stressful. Tom
Olds, CPA, sells tax-favored investments to wealthy clients in Orange County,
California. Using his script book, he is able to make over 100 high-quality phone calls
per day. Yet, because his presentations sound so natural, no one knows he is using
written scripts.
Long after most of his competitors are exhausted and ready to calls it quits, Tom
is still fresh and has the energy to make an additional 20 or 30 calls. It can be late in the
afternoon, and Tom might be hit with any one of dozens of objections, stalls or
resistances from a potential client. Tom quickly turns to that section of his script book
and glances down at a variety of powerful ways of handling the objection. While his
competitors are racking their brains to come up with a response, Tom has the most
awesome lines in his industry at his fingertips. It is no accident that he is at the top of his
profession.
How To Use A Script Book Like A Champion
The script book, of course, is not to be read from word-for-word. Success in

sales depends not just upon what is said, but also upon how it is said. Even the most
effective presentations will lack power and appeal unless properly delivered.
One of the keys to mesmerizing sales presentations is to make your presentation
with true sincerity. You want your script to "disappear" the way a script disappears
when a great film star delivers it.
25
For this reason, I coach salespeople in both acting and voice-change techniques.
While this training is a lot of fun, it has a quite serious purpose. Research has shown that
we trust people like ourselves. We trust people who have somewhat similar speech
patterns. Sales champions know this intuitively. They match their voice to the
customer's voice. They will speak slowly to someone who speaks slowly. They will
speed up their speech rate with a faster talker. Research shows top salespeople will
speak softly with people who speak softly. They speak more forcefully with people who
have strong voices. When you speak the way the other person speaks, the effect is
hypnotic. They trust you because they trust themselves-and you are talking the way
they talk.
These vocal techniques can add great power to your sales presentations. When I
coach salespeople on how to deliver compelling sales presentations, I always coach them
on how to pace the voice characteristics of their prospects, clients and customers. When
you do this properly, no prospect or customer knows scripts are involved. All they know
is that they like you, they trust you, you understand their needs, and they want the
solution you are providing.
These same voice-matching techniques can be used both in sales
presentations on the phone and in face-to-face selling. Script books are not just for
telephone sales. In fact, most of my clients use most of their scripts in face-to-face
selling or in seminar selling. Here is how they work in face-to-face sales.
Suppose you are a medical equipment salesperson. You are going to make your
next face-to-face sales call with a physician. From your first phone call, you know that
his major objections will be: price, your service contract and equipment reliability. You
drive out to see him and you park outside his office. Obviously, you cant bring your
mastermind sales script book in on the sales call. Here is what you do.
Before you go in to make your sales call, you look at the following sections of
you script book: "PRICE," "SERVICE CONTRACT," and "EQUIPMENT
RELIABILITY." There, at your fingertips, you find the most powerful presentations
you or any other salesperson in your industry has ever made on these subjects.
26
You glance at these proven scripts to recharge your memory and quickly
stimulate your thinking. These powerful scripts and presentation points are now on the
tip of your tongue. You walk into the doctor's office totally relaxed and supremely selfconfident. When he brings up these objections, you handle them effortlessly. You make
the sale. And you have plenty of energy left to make several more sales calls.
My clients who do face-to-face selling and seminar selling find script books are
indispensable. They use, practice and perfect their scripts everyday. One client calls his
script book "the brains on the front seat of my car." He makes nearly $1 million a
year.
Whenever you go to a seminar and end up buying $1,000 or more in educational
products or in future seminars, realize that the seminar promoter or speaker used scripts
in making his or her presentation. In fact, I have worked as a coach and consultant to
many of the most successful seminar speakers and seminar promoters in the country,
including Peter Lowe, Dave del Dotto, Dante Perano, Charles Givens and Ted Thomas.
I wrote all the scripts for Peter Lowes small sales team. Although his sales team
numbers less than twenty people, they regularly sell from 5,000 to more than 15,000
seminar seats per month!
How to Sell Seminar Seats

The seminar business is one of the most exciting in the world. Almost anything
can be sold in seminars. Even real estate. Ive worked with Ive worked with people
who have sold houses, condos, townhouses, vacation property and bare land to
individuals who attend seminars. In many cases, the people who attend the seminars buy
the property sight unseen! Hundreds of millions of dollars of real estate has been sold
this way.
A much more common use of seminars is to deliver and sell information.
Knowledge is the currency of the 21st century and many of my clients are infoentrepreneurs: entrepreneurs who sell specialized types of information. Ted Thomas,
for example, earns more than $1 million a year selling information and training programs
27
on how to buy government tax liens. Jay Abraham earns more than $1 million a year
offering seminars on the most powerful marketing strategies in existence.
Many of my clients are financial planners, stockbrokers and estate planning
attorneys who attract clients through their seminars. I helped two of my financial planner
clients in Las Vegas develop a seminar that earned them more than $150,000 in
commission and nearly $10 million in new assets under management the first month they
offered it. This is a seminar to educate investors about equity-indexed annuities. The
seminar has been so successful that they are now offering it to other financial planners
and investment advisors at www.seminarsystems.com
If you are planning to offer a seminar, I would suggest you read Ultimate Selling
Power (Career Press, 2002). In this best-selling book, Dr. Ken Lloyd and I devote an
entire chapter to seminar selling. You can buy this book at many bookstores or at
amazon.com for about $15.
Once you have designed your seminar, your next task is to attract people to it.
You need to design persuasive advertisements and seminar invitations. If you want a
large attendance, you should hire one or more people to make phone calls to potential
seminar attendees. This is what Peter Lowe does.
When I worked with Peter Lowe in the mid-1990s, he had about 19 people
working the phones to help sell seats at his seminars. Peter hires famous speakers such
as Zig Ziglar, President George Bush and Barbara Bush, famous athletes and coaches and
even movie stars to speak at his programs. His goal is to get at least 4,000 people to
attend each seminar. Using powerful, customized scripts that I developed with Peter and
his team members, we were frequently able to get 10,000 people or even more to attend
some of his seminars. At our biggest event ever, held in Orlando, Florida, we got 23,000
people to attend! This event actually created traffic jams!
In trying to attract people to your seminars, one of the objections you will hear is,
I just went to a seminar. I dont need to go to another one. How would you handle
that objection? In working with Peter Lowe and his team members, I came up with more
than two dozen powerful responses to this objection. I then went through all the notes
28
and tapes I had of other great seminar marketing masters with whom I have worked and
came up with another twenty very powerful responses to this objection.
Below, for the first time ever, we are revealing these responses that helped Peters
sales team sell tens of millions of dollars worth of seminar tickets. As you will see, some
of the responses are even designed to sell 5 or 10 or even more tickets at one time. Peter
Lowes salespeople would call large companies and sometimes we were able to sell 30 or
more seminar tickets to one company. They might be distributed to the sales team of that
company, to managers or other employees.
This script book was a $75,000 consulting project I did for Peter Lowe
International. Bear in mind that this is just one section of a very comprehensive
mastermind script book. Peter Lowes company went on to become the #1 seminar
company in America. As you will see from several references to Winnipeg, Peters
company also did seminars all across Canada. Here are some of the most powerful
responses ever developed to handle the objection, I just went to a seminar. I do not need
to go to another one.
2.1
Are you getting all the results you want?

(If Yes:)
And, if you could get more results and better results, would you want
to?
2.2
Did your entire staff go to that training or did just a portion attend?
Who went?
2.3
Did you and your staff stay all day?

(Ask why or why not; engage them in a discussion.)
2.4
Which seminar did you attend?

When?
Where was it?
29
2.5
How did you choose that seminar?

What appealed to you most about it?
(Show them how they can get more of that from our seminar.)
2.6
(If they went to a seminar with only one speaker:)

The speaker you heard was ONE speaker.
Boredom is much more of a factor when you have one speaker to listen
to all day.
People are never bored at our seminars.
We have six of the worlds top speakers.
Why not sign up and find out just how motivational, inspirational and
educational a seminar can be?
2.7
Oh, you went _____ months ago.

You may have forgotten some of what you learned.
Dont you think its time for a recharge?
2.8
Doctors, lawyers, and other professionals go in for training and

professional education on a regular basisnot just once a year.
Why dont you?
2.9
What is your company most interested in improving?

What are your people most interested in improving?
We can help you accomplish that.
2.10
Did the training you attended recently have components for personal
growth as well as business growth?
Our training offers many insights for personal growth.
2.11
(If they say they saw Tom Hopkins recently:)

When was the last time you were able to see five different Tom Hopkins
in one day?
Thats what we are offering you.
2.12
Other programs offer you one big idea.

Here youll get at least five big ideas.
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2.13
Im glad you appreciate training and personal development.

People like you become our biggest fans.
Heres why
2.14
WHY did you go?

Did you get from it what you wanted?
Are there any areas youd still like to grow or improve in?
2.15
You just went to another seminar?

Didnt that stimulate your appetite for more learning?
2.16

DIDNT THAT STIMULATE YOUR APPETITE FOR MORE GROWTH?
2.17

Didnt that stimulate your appetite for more education?
2.18
This program is an incredible bargain.

Seeing just George Bush at a fund-raiser could cost you $500 or even
more.
Here you get George Bush and five other great speakers for only $_____.
2.19
We wont be back for another yearat the soonest.

See it now!
2.20
Why limit how much you can learn or grow?
2.21
You wont have to spend three days to attend this program.

People tell us they get more our of this intensive one-day program than
out of many two- or three-day programs.
2.22
You wont have to spend several hundred dollars for travel and hotel
rooms.
Were coming right to your city!
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2.23
We have the best speakers at the lowest cost.

Why not attend?
2.24
You attended another seminar recently?

Great!
You are a believer in education.
Heres why youll LOVE this program
2.25
Some of your people attended another seminar recently?

Who didnt go?
2.26
You are like Arnold Schwarzneggeryou realize that repetition is the

key to strength building.
Heres a great way to do some more reps to build your strength even
more
2.27
Even MVPs need to practice, to keep their competitive edge.

Here is a way for you to keep your competitive edge
2.28
Look at Michael Jordan.

How do you think he got to be so good?
Thats righthe trains and practices continuously.
Keep taking trainings like ours, and I guarantee youll keep getting
better and better!
2.29
What separates the people who are merely good in their professions
from the ones who are great is that the great ones keep developing
themselves.
Heres your chance to keep developing yourself.
2.30
Since youve been to a seminar recently you more than anyone else will
appreciate the value we offer.
People spend $1,000 on other seminars and get less.
Why not attend this incredible program--for only $______--with these
world-famous leaders and achievers?
32
2.31
This may be only time we ever have this lineup of speakers.

Why not take advantage of this opportunity?
2.32
This is the biggest program that has ever hit Winnipeg.

Why not experience it?
2.33
There may never be another program this big in Winnipeg.

Take advantage of it while you can!
2.34

Did they offer you a deep discount or a special deal for sending _____ or
more of your people?
We willwhich will make this the greatest training bargain of the year!
2.35
Dont attend another seminar for 18 months.

Just attend this one, and thats all youll need for the next 18 months.
2.36
You cant even get a meeting with ___________(George Bush, etc.).

Even if you could, youd have to travel thousands of miles and spend tens
of thousands of dollars.
Why not take advantage of this unique opportunity to see him live?
2.37
This is an all-inclusive fee!

You dont pay anything extra to see ___________ or ___________ or
___________.
This includes everyone!
And this is liveyou are seeing the greatest figures of our time live
not on videotape.
YOUVE GOT TO ATTEND.
YOUR PEOPLE HAVE GOT TO ATTEND.
How many tickets would you like?
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2.38
Do you think you might be overwhelmed from attending too many

seminars?
After each speaker just write down one good point youve learned from
him or her.
That way it wont overwhelm you.
You wont get overloaded, and youll still get a tremendous value from
the seminar.
You can handle that, cant you?
2.39
Rememberwe offer a money-back guarantee.

Theres no risk in attending or sending your people to our program.
2.40
Thats like someone saying they went to the 11th grade and they dont
want to go any further.
Why stop here?
Why not learn and grow even more?
2.41
Enhance your image with your employees.

Dont just give them minimum daily requirements of education.
Help them grow into superstars!
2.42
This is the first time weve been to your city.

We may or may not ever come back again with this incredible line-up of
speakers.
Why not take advantage of this tremendous opportunity?
2.43
You just attended another seminar?

Congratulations!
I myself also attend a lot of seminars and workshops.
Here is why I would not miss this program if I were you
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2.44
Even if you or your company had the money to hire ____________, you
couldnt get him to speak for you.
He is no longer speaking to individual companies.
Attending this seminar is the only way youll ever be able to see
___________.
2.45
You recently attended another seminar?

Who spoke there?
Well, since you didnt hear any of our speakers, these two programs
really cannot be compared.
Our program will be an entirely new motivational and educational
experience for you!
2.46
Who spoke at that other seminar you attended?

Did you enjoy him?
(If No:)
Thats OK.
Skip his presentation.
Make some phone calls.
But you definitely need to see our other five great speakers!
I guarantee youll love them and learn a great deal from them!
2.47
When did you attend that other seminar?

Well, that was quite some time ago.
Dont you think you should update your knowledge?
2.48
You recently attended another seminar?

What subject was covered?
Well, our speakers cover entirely different subjects.
Why not hear five other fabulous motivators, educators, and world-class
achieversall for one very low price?
2.49
Do you remember everything from that earlier program you attended?

Why not get a refresher on the most important ideas?
35
2.50
Not everyone at your company attended that other seminar.

Identify the people who did not attend that program and buy them
tickets for our special up-coming event.
2.51
We have the greatest speakers in America and the lowest price of any
multi-speaker all-day seminar.
What more could you ask for?
2.52
What we are offering is simply the best at the lowest price.

It doesnt get any better than that.
Where else can you get the best at the lowest price?
2.53
You just attended another program?

Well, I know that ____________ did not speak at that program.
Even if you or your company had the money to hire ____________, you
couldnt get him to speak for you.
His schedule is completely booked.
Attending this seminar is the only way youll ever be able to see
___________.
2.54
Some of our world class speakers are on the verge of retirement.

You may never have another chance to see them speak again.
Why not see and hear them now, while you still have the opportunity?
2.55
You just attended another seminar?

Thats great, but I know you didnt hear President _____________ and
General ______________ and ______________ and _______________ all in
one day.
We are the only company in America offering this fantastic line-up of
world class speakers, motivators, athletes, and educators.
Why not attend the best seminar in America--especially since I can get
you a great seat for just $____?
36
2.56
Was that a part-day program or an all-day program?

(If it was a part-day program:)
Well, I know that in the limited amount of time they had, they couldnt
have covered everything our speakers cover.
Consider that other program a warm-up to the fantastic day of
education and motivation we are going to provide you.
2.57
Was that a one day program or was it longer?

(If it was longer:)
A problem with longer programs is that many people find them boring.
I guarantee you that boredom is never a factor in our seminars.
We have five of the brightest, funniest, wisest and most motivational
speakers in the world today.
The program is so stimulating and moves so quickly, you never have a chance to
get bored!
2.58

Well, there are thousands of other seminars out there, but there are none
like ours.
Here is why...
2.59

Lets compare apples to apples, not apples to oranges.
Our seminars are totally unique.
Did that other seminar you attended have five world leaders, top
motivators, Zig Ziglar, and top athletes?
No?
Then how can you compare it to our special event?
2.60
I am sure that other program you attended was very good.

However, it was probably also very different.
We specialize in offering the best speakers in the world, for one to two
hours each, all in one power-packed day.
Our program has top world leaders, great athletes, the best motivators
and thinkers of our time.
The other program you attended was quite different.
Why not attend our program to round out your education?
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2.61
Were you told or requested to attend that other seminar?

(If yes:)
Well, that never happens with our program.
People beg their employers to send them to our program.
Heres why...
2.62
Was that other seminar you attended technical in nature?

Well, our program focuses on people skills.
Why not hear the greatest speakers in the world talk about the people
skills you need to get ahead in life?
I guarantee you that our program will compliment the technical training
you had in the last seminar you attended.
2.63
______________________________________________________
______________________________________________________
______________________________________________________
2.64
______________________________________________________
______________________________________________________
______________________________________________________
2.65
______________________________________________________
______________________________________________________
______________________________________________________
As you can see, we left several blanks at the end. Whenever someone thought of
a great new response, they could write it down before they forgot it. By doing so, the
Peter Lowe Mastermind Sales Script Book got better and better and even more powerful
each month.
Rememberwhether you sell face to face or over the phone or in seminars or to
committees, your sales results can increase dramatically if you improve the quality and
power of your sales scripts and sales presentations. You obviously can't read a script
book when you are directly in front of a customer. However, reviewing your mastermind
38
sales script book before you see him or her is the best investment of five minute's time
you can ever make.
How Mastermind Sales Script Books Foster Creativity

People who do not understand script books sometimes think they will lessen
creativity or spontaneity. That has not been my experience! Quite the contrary. In fact,
I have found that salespeople who do not use script books are much less creative than
those who do!
I have found that most salespeople suffer from insecurity about their persuasive
skills. WHO HAS EVER FELT THAT THEY WERE JUST TOO PERSUASIVE? No
one.
Who has ever felt that it is just too easy to make lots of money in sales? Very,
very few people. This insecurity leads many salespeople to glob on to a few lines that
seem to work and they those lines over and over again. This insecurity in salespeople
(and executives) leads to a loss of creativity.
A profound loss of creativity. And this is one of the major reasons why most
salespeople are so boring. They say the same things over and over again. Give me a
break!
Some salespeople become superstitious about their sales presentations. They act
like robots who are programmed to say the same things, and the same lines, again and
again. After all, repeating a few old lines is easier than thinking up new lines. But this is
not sales scripting!
And--it doesnt break sales records or help you take over market share.
The sales script book encourages creativity and spontaneity because instead of
having just two or three ways of handling an objection or question, you will have 15 or
20 ways of destroying that objection. If you want a soft, friendly approach, it is at your
fingertips. If you want a stronger approach, it is there. You will find it without having to
wonder, What can I say now? Because you invested five minutes reviewing your
39
Mastermind Sales Script Book, the most powerful sales presentation lines in the industry
are on the tip of your tongue.
If you want to ask the best questions in your industry, they are in your
Mastermind sales Script Book. Along with more than 100 other proven approaches and
sales scripts. ALL totally customized for YOU.
With all these approaches and sales styles to select from, salespeople don't get
bored and they don't burn out. YOU will not burn out. You will just sell more and more,
with less effort. You will find sales fascinating and rewarding instead of boring and
stressful. Why?
When you get into the language that really influences human behavior, you will
realize that there is always a new or creative way of creating or combining powerful
sales responses to significantly increase your sales. If you do not believe this, you are a
hopeless pessimist or you simply do not understand how human beings are persuaded.
WAKE UP! Improving sales is easy if you have the most powerful words of the
top sales producers in your industry. You can use one powerful script here, combine it
with another awesome sales script there, and weave in with yet another, more beautiful
sales script over here. This is a lot of fun and it can make you a lot of money. Listen to
the masters. Listen to Jay Abraham, to Tony Robbins to Steven Covey, to Mark Victor
Hanson to see how it is done.
Listen also to Jack Welsh (the former CEO of General Electric) and study the
speeches of Ronald Reagan. I have. It is no accident that Reagan changed the history of
the world. Study the words of the most persuasive people in the world. Dont focus on
what they say, but instead focus on the structure of HOW they say it. When you
understand HOW to structure a message for maximum impact, your powers of persuasion
increase many times over.
Napoleon said, We rule men with words. I have updated Napoleons
statement for the 21st Century. What I believe is that, We rule men, women, children
and OURSELVES with words.
40
What words are YOU using on YOURSELF?
Your internal dialog determines
your mindset and your mindset determines your future. Upgrade your internal dialog and
you will be in control of your future.
How creative are you in sales? How creative are your salespeople? How flexible
are you in your use of language? Some of the lines in your mastermind sales script book
need to be funny or a little surprising. Why? Because that is exactly what some
prospects need to hear if you are to turn them into customers and clients. Some
prospects can withstand tremendous pressure, but if you get them to smile or laugh,
it will break them wide open. You need scripts to accomplish this and to sell to
EVERY type of prospect you encounter.
When you think of a great new approach to selling or come up with something
wonderfully effective in your sales presentation, you can ADD it to your mastermind
sales script book. When used with the appropriate voice-change and voice-matching
techniques, your mastermind sales script book will be the greatest tool you will ever
possess for increasing sales creativity and innovationand for increasing sales. The
bottom line is that powerful sales presentations mean more profits for you and your
company.
Think of your script book as a combination to a safe that contains millions,
tens of millions or hundreds of millions of dollars. Yet, instead of a numeric
combination, you have a linguistic combination. An effective sales script is the right
combination of words that time after time gets people to buy your products or services.
Think of the all-important role a script plays in making a successful motion
picture. Even the best actors in the world cannot rescue a film which has a weak script.
You and your salespeople are like actors. You can have great products or services, but
without the right sales presentationthe right words properly deliveredyou will not be
able to rescue your sales.
I rescue sales for my clientsand you can too. Even big companies need help
reviving their sales. In working with Fortune 500 companies, I have sometimes been
presented with a scene resembling the Titanic sinking. The CEO and sales managers
41
previously thought, We are too big and strong to go down. When they call me in, their
company has hit a business iceberg and is sinking rapidly.
I get their salespeople on lifeboats by massively improving their sales
presentations. Then we determine their goals and desired destinations. Once I know
their desired destinations, I off-load them from lifeboat scripts to Boeing 747 sales
millionaire scripts and we fly to their destination in style and comfort. We accomplish all
of this with powerful scripts and million-dollar sales presentations.
Sometimes in my seminars and consulting work, people ask, Will my prospects
and customers know I am using scripts? No. If you deliver them properly, they will all
be totally invisible. All they will know is that they trust you, they like you, that you are a
great listener, and that you have a product, service or solution they want to buy. It is all
invisible. When a highly-skilled professional actor is reading from a teleprompter, you
never know he or she is reading. You are totally caught up in the drama. In exactly the
same way, no prospect or customer will ever have any idea that you are using a script.
All they will know is that they trust you and want to do business with you.
How to Build Your Mastermind Sales Script Book
The sales script book is a business art form. Like all artistic disciplines, it takes
in-born skill, training and practice to master writing effective sales scripts. The masters
of business scripts (whether writing advertising copy, direct mail or face-to-face sales
presentations) are much in demand and are well-rewarded for their expertise.
Why should you go to the trouble of researching, writing and putting together a
mastermind sales script book? If you do it well, I guarantee you that your return on
investment will be greater than what you could receive from any training program. Why?
Because you will then have the very best, most powerful and effective scripts and sales
presentations of the top producers in your industry.
You will have at your fingertips the
words that have proven their ability to close millions to hundreds of millions of dollars
worth of sales.
42
What is the return on investment for conventional sales training programs? In

some cases, you can see a 100% return on investment. In other cases, you may see a
200% or even greater return on investment from standard sales training. Not bad.
However, creating, perfecting and empowering your sales force with a mastermind script
book often has a return on investment of 700%, 900% or even more.
Some
corporations experience a 1,000% return on investment for every one dollar they expend
developing a top quality script book for their salespeople.
I know financial planners who have paid $300 for a copy of Tom Gaus
Mastermind Financial Planners Script Book and who have gone on to add more than
$20 million in new assets under management in less than one year from the scripts they
learned. In December of 2002, Tom Gau added more than $20 million in one month in
new assets under management. If they are at all skilled, financial planners using Toms
exact words should be able to do in one year what he does in one month. But lets be
conservative and cut that in half.
If the average financial planner added $10 million in new assets under
management from the scripts learned (a very reasonable and even modest assumption),
The Financial Planners Script Book has been responsible for the acquisition of more
than $10 billion in new assets under management for the elite 1,000 financial advisors
who have a copy of this unique book. I do not know of any other book that can reasonably
claim to be responsible for the acquisition of $10 billion in new assets under
management for financial planners and stockbrokers. This is the unique power of a
mastermind script book and establishes the unmatched return on investment it offers.
The return on investment offered by a great mastermind sales script book far
outdistances real estate investments, the stock market, annuities, CDs or any other kind of
investment. Who would ever want to invest in a risky stock when you can invest in
scripts that you make you and your sales team rich? There are few business investments
with as substantial a return on investment as the mastermind sales script book.
While it takes time and training to become a master at writing powerful sales
scripts and million dollar sales presentations, with the proper guidance, almost anyone
43
can develop a basic sales script book. Even a basic sales script book can substantially
increase your sales effectiveness and your profits.
A good sales script book does not have to be long to be effective. I have
helped some of my clients develop scripts that are only a few pages long that have made
them several million dollars. Other clients in the banking industry have script books that
are over 125 pages long. Some of them have used their mastermind sales script books to
bring in several hundred million dollars in new business. The script book only needs to
be long enough to get the job done. Remember, your book will contain no sales theory,
no motivational hype, and no general company background information. It will only
contain powerful sentences and mesmerizing sales presentations ready for immediate use.
If your book is going to be more than twenty pages long (and most are), it should
be divided into sections. The sections should be separated by dividers with index tabs
sticking out. Normally, each major objection is thoroughly handled in its own separate
section. You and your salespeople will have one dozen or more ways of effectively
handling any possible objection, stall or resistance that any prospect or customer could
bring up. The name of each section of the book should be written on the tabs so that any
desired section can be instantly located.
So that you can develop an in-depth knowledge of how script books are
developed, I have reproduced below the exact sections of a script book used by a major
savings and loan in Michigan. This script book was developed for the purpose of selling
this companys stock to the public.
I have written scripts and sales presentations to help companies raise tens of
millions of dollars to either fund their growth or go public. The president and several vice
presidents of this savings and loan, including David Hamilton, the Marketing Director,
worked with me in developing this mastermind script book. The sections in their book
are:
1.
Benefits of Being an Investor in our Company
2.
Why are you Going Public?
44
3.
How to Make the First Phone Call.
4.
Getting through the Secretary.
5.
I'm too Busy to Consider Your Offering.
6.
I Need More Facts.
7.
Your Initial Public Offering is too Complicated.
8.
It's too New.
9.
I Want my Investments Insured.
10.
My Money is all Tied Up.
11.
I Don't Want to Pay Commissions.
12.
I Want Liquidity.
13.
It is Too Risky.
14.
Bank Stocks Haven't Been Doing Well.
15.
I Don't Have Any Money.
16.
I Only Invest in Real Estate.
17.
It is Not Guaranteed to Go Up.
18.
I am a Saver, not an Investor.
19.
I Want to Think About It.
20.
I Need to Talk to My Spouse.
21.
I Need to Talk to My Accountant.
No matter what objection or stall a potential investor brought up, we had a dozen
or more proven ways of dealing with it. Some of the sales scripts were soft, friendly and
supportive, because that is what some people need to hear to make a purchase decision.
Some were stronger and more direct, because some customers prefer a more direct
approach. Some were highly logical. Others were more emotional. We had scripts and
sales presentations that appealed to every type of person. Plus, we had scripts to fit the
45
personality styles (and sales styles) of every person at the savings and loan who was
involved in selling its stock. The book contained scripts everyone could use. The
salespeople (including top executives) were so well prepared, there was no objection they
feared. They could handle any objection with great skill.
You will notice, though, that this mastermind script book contained more than
just ways of handling objections and stalls. The third section showed a number of
effective ways of making the very first phone call to a potential stock purchaser. In fact,
a number of companies today are primarily using sales scripting break-throughs not to
deal with objections, but to make the MOST of the very first sales call.
They script out and rehearse the very best ways of opening and then making each
sales call. This type of scripting has worked out extremely well for Patterson Capital
Corporation which now has over $4 billion under management in its pension and fixed
income investments.
Below, we have reproduced the section of the script book to handle the objection,
My Money is All Tied Up. This is the first time ever that we have released these
scripts. What would you say if you heard this objection? Would you just give up?
Would you think there is nothing you could do or say? Here are some responses we
developed that proved highly effective in dealing with this objection.
SECTION 10: "MY MONEY'S ALL TIED UP."

10.1
YOU MIGHT WANT TO LIQUIDATE ANOTHER INVESTMENT TO

TAKE ADVANTAGE OF THIS OPPORTUNITY.
WE ARE HAVING A MEETING WITH TOP MANAGEMENT AT
FIRST FEDERAL SAVINGS ON _________ AT _____ OCLOCK.
PERHAPS AFTER THE MEETING, YOU COULD SEE AWAY TO
UNTIE SOME ASSETS OR FREE UP SOME ASSETS FOR THIS ONETIME CHARTER STOCK OFFERING.
46
10.2
WHATS IT TIED UP IN?

YOU KNOW, COMING TO ONE OF OUR MEETINGS MAY SHOW
YOU WAYS TO AVAIL YOURSELF OF THIS VERY SPECIAL
OPPORTUNITY.
10.3
WELL WAIVE THE PENALTY ON YOUR C.D. SO THAT YOU CAN

TAKE ADVANTAGE OF THIS OFFERING.
10.4
TAKE A SMALL POSITION NOW.

THEN IF YOU CAN FREE UP SOME OTHER ASSETS LATER, YOU
MIGHT BE ABLE TO TAKE A LARGER POSITION.
10.5
WHEN DO YOU EXPECT IT TO BE LIQUID?
10.6
DO YOU HAVE A SELF-DIRECTED I.R.A. OR PENSION PLAN?

YOU COULD USE SOME OF THOSE FUNDS TO TAKE ADVANTAGE
OF THIS OPPORTUNITY.
THIS IS A HIGH-QUALITY, LOW-RISK, LOW P-E STOCK.
AS YOU KNOW, WE ARE A PROFITABLE SAVINGS AND LOAN.
THIS INVESTMENT IS APPROVED FOR IRAs AND PENSION PLANS.
10.7
EVERY BIT OF IT IS TIED UP?

(LOOK FOR AN EXCEPTION).
10.8
WE ALL HAVE SOME MONEY AVAILABLE FOR DAY TO DAY

LIVING EXPENSES, FOOD, MORTGAGE PAYMENTS, GASOLINE.
HOW MUCH MONEY DO YOU KEEP IN YOUR LIQUID ACCOUNTS?
10.9
IT IS ALL TIED UP?

(PAUSE. BE QUIET. LET THEM ANSWER. THEY MAY EXPLAIN
HOW MUCH IS NOT TIED UP.)
10.10
DO YOU HAVE A MONEY MARKET ACCOUNT?

HOW MUCH DO YOU KEEP IN THAT ACCOUNT?
47
10.11
DO YOU HAVE A HOME EQUITY CREDIT LINE?

WHY NOT USE SOME OF THAT TO TAKE ADVANTAGE OF THIS
UNIQUE OPPORTUNITY?
THE INTEREST MAY EVEN BE TAX-DEDUCTIBLE!
10.12
THATS TOO BAD. IM SORRY TO HEAR THAT.

IF YOU DO FIND YOU ANY LIQUID FUNDS, PLEASE DO CALL ME.
PLEASE WRITE THIS DOWN.
MY NAME IS _______________ AND MY PHONE NUMBER IS
__________ HERE AT FIRST FEDERAL.
10.13
THAT IS UNFORTUNATE.
THIS OFFERING IS GOING TO BE OVERSUBSCRIBED.
I REALLY WANTED YOU TO HAVE A CHANCE TO GET IN.
IF YOU DO FIND SOME MONEY, PLEASE CALL ME AS SOON AS
POSSIBLE.
I WILL DO EVERYTHING I CAN TO HELP YOU GET IN, BUT TO
TAKE ADVANTAGE OF THIS, YOU WILL HAVE TO MOVE FAST.
10.14
IS THIS A PERMANENT SITUATION OR DO YOU THINK YOU

MIGHT BE ABLE TO FREE UP SOME FUNDS IN THE FUTURE?
WHEN?
10.15
DO YOU HAVE ANY LIFE INSURANCE?

DID YOU KNOW THAT ONE OF THE BEST WAYS IN THE WORLD
TO GET A LOAN IS TO BORROW FROM YOUR LIFE INSURANCE
POLICY?
THOUSANDS OF PEOPLE DO IT EVERYDAY.
THE INTEREST RATE IS THE LOWEST AVAILABLE ANYWHERE.
THE INTEREST RATE IS OFTEN ONLY OF 1%!
WHY DONT YOU CALL YOUR INSURANCE AGENT NOW AND
GET THIS ARRANGED.
IT IS VERY EASY.
This is one section out of 21 sections in the First Federal Mastermind Script
Book. When we have helped other people and businesses raise money, we have used
different scripts. For example, the scripts used to gather funds for a new high tech
48
business are very different than these. Currently, we are helping an entrepreneur raise
$20 million for the first ever heavyweight boxing match in Beijing, China. Those scripts
are very different, as are the scripts used by real estate professionals to raise funds to
purchase buildings. However, whenever you want to raise money, you MUST have an
outstanding script. No matter how good your business idea or your deal is, it will not sell
itself. You need the right words to attract the money necessary to fund or grow your
business.
What kind of results did the script book deliver for First Federal Savings
and Loan? In one month, using its own employees (not professional stockbrokers) the
savings and loan sold over 1,760,000 shares of stock to the public and brought in nearly
$14 million dollars for growth and acquisitions! Many of these new salespeople had
never sold anything before in their lives. All were trained with the mastermind sales
script book and in certain powerful sales presentation techniques I have developed. They
brought in $14 million in a short 30 days. This was money that the bank used to grow.
Marketing director W. David Hamilton wrote me a letter saying, "We actually
exceeded our estimates of community stock sales, saving a good deal in commissions
which would otherwise be paid to underwriters in the national offering." Their
mastermind script book made these sales possible. The stock, by the way, did very well,
and investors earned profits of more than 50% in less than a year.
49

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Multi-Million Dollars Sales Presentations

and Ultra-Powerful Sales Scripting

Copyright 2003 by Dr. Donald Moine.

DrMoine.com All rights reserved..

Let Me Share a Story with You by Dr. Donald Moine

Copyright 2003 by Dr. Donald Moine.

DrMoine.com All rights reserved..

Copyright 2003 by Dr. Donald Moine.

DrMoine.com All rights reserved..

"WE ARE CONCERNED ABOUT

Copyright 2003 by Dr. Donald Moine.

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1.4 IF YOU WANT PRIVACY, YOU ABSOLUTELY HAVE TO GO WITH ADP.

Copyright 2003 by Dr. Donald Moine.

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1.8 ADP IS KNOWN AS THE WORLDS EXPERT ON SECURITY AND

Copyright 2003 by Dr. Donald Moine.

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1.13 I APPRECIATE YOUR CONCERN.

Copyright 2003 by Dr. Donald Moine.

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Proven Techniques that Enable Virtually Anyone to Master

Copyright 2003 by Dr. Donald Moine.

DrMoine.com All rights reserved..

Introduction to The Mastermind Sales Script Book

Copyright 2003 by Dr. Donald Moine.

DrMoine.com All rights reserved..

It is not a book of sales philosophies (love your customer) or

Copyright 2003 by Dr. Donald Moine.

DrMoine.com All rights reserved..

Increasingly, profit-oriented executives are asking: Why not study sales

Copyright 2003 by Dr. Donald Moine.

DrMoine.com All rights reserved..

Is your stockbroker really objective in his or her recommendations?

(If the stockbroker has recommended proprietary products:)

We strive to be TOTALLY OBJECTIVE in making our investment

Can a stockbroker really be objective and unbiased in his or her

Copyright 2003 by Dr. Donald Moine.

DrMoine.com All rights reserved..

Do you know that there is technically a big difference between

We dont recommend an investment until after weve done a thorough

Copyright 2003 by Dr. Donald Moine.

DrMoine.com All rights reserved..

Ill never call you saying, I have a great deal.

(Never directly criticize stockbrokers. Some are very good. Instead,

Notice that stockbrokers call themselves financial consultants, not

Never ask a plumber to fix your car.

Copyright 2003 by Dr. Donald Moine.

DrMoine.com All rights reserved..

There are 5 keys to financial success: investments, estate planning, taxes,

We dont sell individual stocks, bonds, options and commodities, We

I can help your significantly reduce your taxes.

If your stockbroker, or anyone else, recommended an investment to you,

You have a stockbroker?

Copyright 2003 by Dr. Donald Moine.

DrMoine.com All rights reserved..

You have a stockbroker?

Its not a matter of either/or.

Some of our clients ARE stockbrokers.

Im glad to hear that you have a stockbroker.

If youre dealing with someone who claims to be doing financial

Ask your stockbroker if he/she is a Registered Investment Advisor.

Most stockbrokers receive almost no training in financial planning.

Copyright 2003 by Dr. Donald Moine.