The premise is that all things in life are sales. Every time you want something from somebody it is sales. If you want to change someone's opinion so they feel the same way as you that is sales.
Also, all things are lies. Any time you want something from someone else you tell them lies. When a single guy is at the club his objective is to convert lies into sex. Basically you are telling people whatever it takes for the purpose to get them to take the action you want.
After the introduction is where you get to the meat of this presentation. Colin covers many strategies to convince people to make the purchase. I know I am going to use many of these techniques in my business starting tonight. Def check this out and also sign up for Colin's mailing list at http://epicmarketers.com/