01 Full Workbook

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THE
SELL FROM STAGE
ACADEMY
WWW.SELLFROMSTAGEACADEMY.COM
www.imarketing.courses
SELL FROM STAGE ACADEMY™ \ COLIN BOYD
WELCOME
Personal note from Colin to you.
Hey there friend!
I want to personally welcome you into the journey of mastering the stage. I’m not sure where you are
up to on this journey. You could be right at the start feeling nervous and anxious about getting on any
type of stage or you might already be a confident speaker and you’re ready to sharpen your skills as
someone who speaks in a way that sells. No matter where you are, I know we have connected for a
purpose and a reason.
Personally, I believe there are no accidents. We tend to cross paths with certain people in our lives that
fundamentally change the trajectory of not only our business but our life holistically.
My personal mission in this Expert Industry is to be an example of someone who lives a life that is
greater than the external accolades. Who doesn’t pretend to live one life on social media, and act
completely differently at home. I hope very soon we will be able to meet each other face-to-face and
shake hands, (or hug) and connect on an even greater level.
Along this journey I want you to be kind to yourself. As you move through the modules don’t try to get
it right. I couldn’t tell you how many ‘average’ presentations, webinars, and ideas I’ve come up with. But
what I do know is that it’s through the ‘continual practice’ that mastery is created.
As much as doing this program is a ‘shortcut to success’ (and it is because all of the stuff is proven and
works). There is also no shortcuts in life. Because what you will discover (if you haven’t already) is that
as you get on more stages, create more stages and learn to elegantly and effectively woo your
audiences so that they join your programs. It will be about ‘who you become’ in the process that will be
the most fulfilling part of the journey.
Through choosing to join this program I know you’re choosing to step up in your life. And because of
that, the external results will come.
You'll have many moments along this journey were you might feel frustrated, overwhelmed and maybe
even like you want to quit. But I want to encourage you to keep going. When you feel those challenges
it means you are on the edge of a breakthrough. Take a moment to re-group, take some deep breaths
and keep going. It’s through these testing times that you will grow into more of who you’re destined to
become; And when you change who you are your world must change with you.
So let’s get into it, open up the training, commit to the process and let’s get you confident, clear and
ridiculously effective at speaking in a way that sells.
Much love,
Colin.
WWW.COLINBOYD.CO \ EXPERT TRAINING © OXYGEN CONSULTING LLC \ CALIFORNIA

THE GUIDE
I’ve created some general questions that you might be asking to help you fast-track your progress. This
program is designed to be completed from start to finish, but it’s always great to know where to go
directly if you want a specific answer right now.
I would like to shift my beliefs about selling on stage - do the mindset module on beliefs
I would like to get more confidence in general on stage – do the confidence module
I would like to understand how to create content that converts - go to content module
I would like to know how to book more gigs that are on stages – go to more stages module in scale
phase
I would like to discover my signature story - go to story module
I would like to plan a workshop – go to ‘live events’ module in scale
I would like to make sure my offer is irresistible – go to offer module
I would like to understand the overarching structure of a presentation – go to structure introduction
I would like to access all the scripts – go to bonus section
I would like to know the whole detailed process of the scripts and presentation – go to bonus section
and download all the scripts and watch training on scripts
I would like to download the keynote slide deck – go to bonus section
I would like sales forms – go to bonus section
I would like to run a webinar – go to webinar training in scale phase
I would like to sell my online course into a corporation – go to corporate scaling in scale phase
I would like to know how to create a framework – go to frameworks module
I would like to know how to use my body and voice better – go to stagecraft
I would like to better understand my audience so my speech is relevant – go to audience module
I would like to design a more scalable business – go to blended business model in introduction and in
scale phase
I would like to become more confident speaking on video and live stream – go to video and live
stream in scale phase
I would like to know about the three types of speeches – go to structure introduction

INTRODUCTION
Below is some space for you to take down your personal insights and learnings from going through the
introduction module
Your notes…

THE INTRODUCTION
Below are some questions to get you started with the Sell From Stage Academy™. Complete these after
watching the introduction videos.
What would be a great outcome for you from the Sell From Stage Academy™ ? By when?
What commitment or intention can you make today to ensure you follow through and grow in your
speaking and selling on any stage? Write a few sentences describing who you are committing to BE
throughout this program. How are you going to show up and interact?

THE MODULE OVERVIEW

Below is the outline for the Sell From Stage Academy™. It will help you to understand the structure and
check off the accomplishments as you go.
Introduction
The introduction is designed to help you to understand the context of the program, the journey you’re
about to go on and the bigger business model that is involved with building a speaking and selling
business that can scale.
Mindset
Inside mindset you’re going to take on the beliefs that market leaders who speak on stages possess.
You’re also going to explore your own limiting beliefs and dissolve them so that you can show up as
your best self. There is also training on how to access greater levels of confidence on stage.
Audience
Inside audience you’re going to learn how to understand the emotional and mental triggers that your
audience has in order to ensure your presentation resonates with your listeners.
Offer
Inside offer you will learn how to craft an irresistible offer. If you already have an offer, make sure to
review it and ensure that it is irresistible. You can have the best presentation but if your offer isn’t
considered to be irresistible by your clients then your sales will take a hit.
Structure
Inside structure you’re going to learn about the three signature talks that can be utilized and what
context they should be used in. You’re going to learn about the three stages of any presentation: the
opening, content and close. Remember this is a bigger section as it is the core of the program.
Stage Craft
Stagecraft is all about adding high levels of engagement to your presentation. Inside this phase you’re
going to learn about storytelling, frameworks, body movement, voice and tone, facial movement and
stage anchoring. Basically you gonna be a pro after this section.
Scale
Scale is where we take everything you’ve learned and apply it to different selling mechanisms including
webinars, video, live streaming, selling online and coaching programs into corporations. What you’ll
learn inside this section is mind blowing.
Bonuses
inside bonuses is where you going to find all of the speech scripts for the three types of presentations
including the sharp sell, soft sell and no cell. You’ll also find PowerPoint presentations and sales forms
etc. This section will double the speed of your preparation and triple its impact.

THE SPEAK AND SELL JOURNEY

Below is the journey you are moving through related to mastering this topic. The training video explains
how each level interacts. Use the model below to identify what level you are on and how you want to
develop.
Based on your understanding of the model where are you spending most of your time and focus right
now?
What do you need to focus on or discover to move up in this journey?

THE BLENDED BUSINESS MODEL

This is what we call the blended business model. Inside the introduction I talk about the overview of this
model and also give you a bigger picture of what we are building in this program. We will revisit it in the
Scale Phase but use this worksheet to understand it.
Online / Leveraged
Corporate
Public
Offline / Manual
Distinctions:
1. Try not to be in both corporate and public
2. Your off-line manual should sell your online leverage
3. The offers you are making should become more leveraged as your business grows
Activity: Step back and take a look at the bigger picture before we get into the program.
1. Write in your current services/products and where they fit on the model.
2. What percentage (or actual) of your revenue are you making in each quadrant?
3. 12 months from now what percentages (or actual) revenue would you like it to be?

MINDSET
The 5 Congruent Beliefs
In the training you’ll discover the five concurrent beliefs that are most powerful in learning how to sell
from stage. Use the space below to identify those beliefs and what they mean to you.
Your notes…

MINDSET
The 5 Congruent Beliefs
in the training you’ll discover the five concurrent beliefs that are most powerful in learning how to sell
from stage. Use the space below to identify those beliefs and what they mean to you.
Your notes…

MINDSET EXCERCISE
Mindset is about understanding firstly what thinking is preventing you from commanding the stage and
selling your services. Then, we will look at adopting a new belief system that serves your mission and
purpose so that you have a greater confidence and commitment.
What are the resistance or limiting beliefs you have about speaking or selling on stage or webinars?
List them below..…
What ‘positive reward’ does having these limiting beliefs give you?
i.e. they keep you safe, in procrastination, in your current safety zone etc.

MINDSET EXCERCISE
Mindset is about understanding firstly, what thinking is preventing you from commanding the stage and
selling your services. Then, it’s about adopting a new belief system that serves your mission and
purpose so that you have greater confidence and commitment.
Write down the beliefs that would serve you for becoming a person who can confidently speak and
sell on the stage…
List them below.
Colin’s Personal Note: I spend 5 - 10 minutes every day writing out the beliefs I’m choosing to believe
about myself. This is not a ‘set and forget’ experience. As a Sell From Stage Student I want you to commit
to being a ‘Pro’. That means everyday you decide how you’re going to show up. The easiest way is to
write your beliefs each day. I do it in a small journal.

CONFIDENCE
In this training you’ll discover the strategies I use to access greater levels of confidence before stepping
onto any stage. These proven strategies have helped me to develop rock solid confidence and I trust
that will serve you well. Use the space below to write those strategies explained in the vid.
Your notes…

AUDIENCE
Understanding your audience is crucial to creating and crafting your offer. Use the space below to write
down your learnings from the audience training.
Your notes…

AUDIENCE PSYCHOLOGY MAP™

use the map below to identify the internal and external pain and pleasure points for your audience. This
exercise is one of the most valuable activities you can do. It will help to craft your whole presentation
and your offer. Make sure to describe the language in the words your clients use.
Pain
External
Internal
Pleasure

AUDIENCE PSYCHOLOGY MAP™

use the map below to identify the internal and external pain and pleasure points for your audience. This
exercise is one of the most valuable activities you can do. It will help to craft your whole presentation
and your offer. Make sure to describe the language in the words your clients use.
Pain
External
Internal
Pleasure

OFFER
In this training you will discover how to design and create an offer that is irresistible for your audience.
Use the space below to write down the principles and notes from the training. You’ll find the irresistible
offer template useful after you understand the principles.
Your notes…

YOUR CLIENT JOURNEY

Use the worksheet below to identify the journey your client is going on through your program. In the
training you will learn how to utilise this process to create a transformational program that your clients
move through.
Happy
The Big Steps / Modules

Sad

THE IRRESISTIBLE OFFER TEMPLATE™

Crafting an offer that’s irresistible to your target audience is the foundation of all sales success. You can
have the best sales pitch, but if your offer is not mind-blowingly amazing your sales will fall flat. Use the
template below to map out your offer so that it’s easy for your customers to say yes!
Name of program:
The transformation:
Modules: (What’s the journey of the program?)
Benefits: (What will each module give them?)


Crafting an offer that’s irresistible to your target audience is the foundation of all sales success. You
can have the best sales pitch, but if your offer is not mind-blowingly amazing your sales will fall flat.
Use the template below to map out your offer so that it’s easy for your customers to say yes!
Objections: (Why wouldn't they buy?) Bonuses:(What bonuses resolve the objections?)
Testimonials: (What are people saying?) Case Study: (Who has already got results?)


Crafting an offer that’s irresistible to your target audience is the foundation of all sales success. You
can have the best sales pitch, but if your offer is not mind-blowingly amazing your sales will fall flat.
Use the template below to map out your offer so that it’s easy for your customers to say yes!
Guarantee: (What certainty can you give them?) Credentials: (Why are you qualified?)
Limits: (What scarcity or limits can you add?) Price Contrast: (What’s the special price
compared to? Aim for 10 times the investment)

STRUCTURE
In this training you will discover how to structure a presentation that connects with your audience, shift
their thinking and moves them to buy. Note: Download the Full Soft Sell, Sharp Sell and No Sell Maps so
that you can follow along.
The Sharp Sell:
The Sharp sell structure is the main focus of the course. The purpose of this presentation is to sign new
clients. The outcome shouldn’t just be to get people to give you good feedback, the clear outcome of
this presentation is to have people literally join your program usually within the presentation or in the
next 1 to 7 days.
Context:
this type of presentation is best used when you have permission to sell your programs at an event, you
are running or hosting your own event or you are running your own webinar. Make sure if you are
speaking another persons event to use this type of presentation. If it’s not appropriate you can move
down to the soft sell.
The Soft Sell:

The Soft Sell structure is designed to get client and prospect details, not their credit cards. Typically
you’ll offer a free PDF, useful guide or complementary training at the end all throughout the
presentation in return for their name, email and even phone number. The less information you ask for
the more conversion you’ll get.
Context:
This is a fantastic structure to follow when you are not allowed to sell your programs or you simply want
to gather interest. You can also use this structure to gather prospects and follow-up with a
complementary training using the Sharp Sell structure.
The No Sell:
The No Sell structure is a presentation where you do not gather anyone’s information or details directly.
The purpose of this presentation is to build influence with your audience, position you as the expert and
put you in a place where they have a desire for what you offer.
Context:
This is a classic Keynote presentation that offers inspirational ideas for an audience with no direct lead
into further development. You’ll tend to use this type of structure when you’re speaking at a corporate
conference or a conference that does not allow any Soft or Sharp Selling.

THE BIG STRUCTURE MAP

This is the overarching formula that you’ll use when you have the opportunity to sell directly into an
offer or product. This will be great for when you run webinars, your own events or if the event planner
gives you permission to sell.

THE OPENING
Remember to download the full Soft Sell, Sharp Sell and No Sell Maps so that you can follow along. Use
this space to outline the ideas you learned from the ‘opening' training.
Your notes…

THE CORE PREMISE

The core premise is the statement you are attempting to prove through your presentation. Use this
template below to create your core premise.
Here is an example of a core premise:
(Core vehicle) is the key/number 1 way to getting (what they want most) and is only available through
(insert offer)
Example:
(Speaking persuasively) on a stage is the most effective way to (converting more client with scale) and
is only available through (Sell From Stage Academy™)
Create your Core premise here:

YOUR CONTENT NOTES…

Note: Remember to download the full Soft Sell, Sharp Sell and No Sell Maps so that you can follow
along. Use this space to outline the ideas you learned from the ‘Content’ training.
Your notes…

YOUR CLOSE NOTES…

Note: Remember to download the full Soft Sell, Sharp Sell and No Sell Maps so that you can follow
along. Use this space to outline the ideas you learned from the ‘Close' training.
Your notes…

THE SOFT SELL

Note: Remember to download the full Soft Sell maps or scripts so that you can follow along. Use this
space to outline the ideas you learned from the ‘Soft Sell Presentation’ training.
Your notes…

THE NO SELL
Note: Remember to download the full No Sell script so that you can follow along. Use this space to
outline the ideas you learned from the ‘No Sell Presentation’ training.
Your notes…

STAGE CRAFT
How you command the stage has a lot to do with the way you move, use your tone and utilise and
physical stage. This module is all about teaching you the art of persuasive speaking. Use the space
below to write down your insights and learnings.
Your notes…

VOICE
How you command the stage has a lot to do with the way you use your tone, use this template to
identify the insights you have through understanding the use of pitch, tone projection, and how that
impacts your audiences engagement.
Your notes…

MOVEMENT
How you command the stage has a lot to do with the way you move. 93% of our communication is
nonverbal, and your body has a big part to do with that. Use this worksheet area to write down your
insights and notes so that you can move with meaning in your next presentation.
Your notes…

STAGE ANCHORING
how you utilise the stage and where you stand in specific areas can shift how people think about the
topics you’re discussing. Use this worksheet to write down your insights and notes from the training.
Your notes…
YOUR STAGE
BACK
FRONT PAST PRESENT FUTURE
YOUR AUDIENCE IS HERE

FACE
Small movements in your face can create laughter, curiosity and even wonder in your audience. Use this
worksheet below to write down your insights from understanding how to use your face effectively on
stage.
Your notes…

STORY
Discovering and using your signature story in your speaking is crucial to not only engaging your
audience, but converting them into your programs. Use this worksheet below to write down your
insights from the training then utilize the Signature Story Formula to design your own.
Your notes…

STORY BANK ACTIVITY 1A

1. What was one of the most:
a. Difficult or challenging moments in your life?
b. Defining moments in your life?
c. Funny moments in your life?
d. Adventurous moments of your life?
2. What lesson or insight did you learn or teach from this experience?

STORY BANK ACTIVITY 1B

3. Adventurous moments of your life?
4. What epiphany or belief do you want to transfer to your audience?

STORY
Your notes…
Notes…

SIGNATURE STORY FORMULA™

Telling your signature story is crucial to imparting the beliefs needed for customers to enrol in
your offers. Use this template to outline your signature stories. It maps out the hero’s journey
similar to Joseph Campbell’s structure but aligns it with selling on a stage or platform.
Stage Content
The Situation
Describe the situation in
detail, starting in a specific
moment.
The Resistance
What was the big internal/
external challenge you
were facing?
The Desire
What was your desire or
what did you want
differently in your life
externally / internally?
The Decision
What decision did you
make that made the
difference for you?
The Breakthrough
What was the
breakthrough that
occurred and how did this
feel?
The Epiphany
What was the insight or
epiphany that you learnt?
The Importance
Why is this epiphany
important to your
audience?

SIGNATURE STORY FORMULA™

Telling your signature story is crucial to imparting the beliefs needed for customers to enroll in
your offers. Use this template to outline your signature stories. It maps out the hero’s journey
similar to Joseph Campbell’s structure but aligns it with selling on a stage or platform.
Stage Content
The Situation
Describe the situation in
detail, starting in a specific
moment.
The Resistance
What was the big internal/
external challenge you
were facing?
The Desire
What was your desire or
what did you want
differently in your life
externally / internally?
The Decision
What decision did you
make that made the
difference for you?
The Breakthrough
What was the
breakthrough that
occurred and how did this
feel?
The Epiphany
What was the insight or
epiphany that you learnt?
The Importance
Why is this epiphany
important to your
audience?

FRAMEWORKS
Frameworks are one of the most effective ways to quickly and persuasively communicate your ideas. In
this training you learn about three types of frameworks that a persuasive communicator uses. Use the
space below to write your insights and practice your frameworks.
Your notes…

THE VENN
The Venn diagram is one of the oldest and still most useful ways to articulate connecting concepts. Use
the steps below to create your Venn framework.
What is the outcome you want? (this will be the centre of the Venn)
To achieve this outcome, what are three elements that must be involved? (This will create the focus of
the three circles.)
You can ask the audience to rate their mastery in each of the three elements to create more tension in
the audiences mind. You what to show that they have something missing in their approach, which your
program can help them with.

THE VENN - EXAMPLE

The Venn diagram is one of the oldest and still most useful ways to articulate connecting concepts. Use
the steps below to create your Venn framework.
What is the outcome you want? (this will be the centre of the Venn)
Structuring a presentation for influencing your audience to buy
To achieve this outcome, what are three elements that must be involved? (This will create the focus of
the three circles.)
Opening - The Introduction (touching hearts)

Content - The content (Shifting minds, Equipping hands)
Close - The Conclusion (Moving feet)
When all of these three come together, what does it create?
For this Venn I’ve said it makes a “speech that converts”.
Note: on this example you can ask the audience to rate themself on each of the sections (circles) and
this will create tension for them if they rate certain area low. This then means you can show them the
how to do it in your program.

THE QUADRANT
The Quadrant Framework has made people millions of dollars. They are designed to create ‘tension’ in
the audience to show them that they can improve in a certain area. Follow the steps below to create
your first quadrant framework
1. What is the outcome you want? (this will be the centre of the top right quadrant)
2. To achieve this outcome, what are two elements that must be involved? (This will create the
spectrums for the vertical and horizontal axis)
3. Place the extremes of these spectrums: For example “High” and “Low” or “Fast and “Slow”. The
extreme will change depending on the spectrum itself.
4. Name the four quadrants

THE QUADRANT - EXAMPLE

The Quadrant Framework has made people millions of dollars. They are designed to create ‘tension’ in
the audience to show them that they can improve in a certain area. Follow the steps below to create
your first quadrant framework
1. What is the outcome you want? (this will be the centre of the top right quadrant)
Content that converts in an “irresistible way”
2. To achieve this outcome, what are two elements that must be involved? (This will create the
spectrums for the vertical and horizontal axis)
Conversion - how well the content converts prospects into clients

Engagement - how valuable and entertaining the content is
3. Place the extremes of these spectrums: For example “High” and “Low” or “Fast and “Slow”. The
extreme will change depending on the spectrum itself.
4. Name the four quadrants

SCALE
This section is all about building your business faster. Use this area to take general notes and utilize the
various worksheets below to help you apply the principles even more. Let’s scale your business, reach
more people and make some serious dollars!
Your notes…

THE BLENDED EXPERT BUSINESS

We initially learned this model in the introduction. Use this worksheet below to identify what services in
each of the quadrants and the amount of revenue you generate in each of those offerings. It’s also
helpful to identify how you want your business to look in 6 to 12 months from now in this model.
Online / Leveraged
General Public
Corporate
Offline/ Manual

SCALE CORPORATE
If you want to work with corporations and sell your online and leveraged coaching programs this is a
proven formula for having that type of sales conversation. Use the convert corporate’s template to sell
your programs into large corporations.
Your notes…

WEBINAR TRAINING
Your notes…

FIND MORE STAGES

Your notes…

LIVE STREAMING
This is just some extra space for you to write down other cool ideas that pop up during the learning
and implementation of Sell From Stage Academy™
Your notes…

VIDEO MASTERY
Your notes…

EXTRA NOTES…
Your notes…

ACTION SHEET
Use this space to work out your actions from each module or the Sell From Stage
Academy™ as a whole.
Action Date due

ACTION SHEET
Use this space to work out your actions from each module or the Sell From Stage
Academy™ as a whole.
Action Date due

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www.imarketing.

Hey there friend!

WWW.COLINBOYD.CO \ EXPERT TRAINING © OXYGEN CONSULTING LLC \ CALIFORNIA

I would like to discover my signature story - go to story module

I would like to plan a workshop – go to ‘live events’ module in scale

I would like to make sure my oﬀer is irresistible – go to oﬀer module

I would like to understand the overarching structure of a presentation – go to structure introduction

I would like to access all the scripts – go to bonus section

I would like to download the keynote slide deck – go to bonus section

I would like sales forms – go to bonus section

I would like to run a webinar – go to webinar training in scale phase

I would like to know how to create a framework – go to frameworks module

I would like to better understand my audience so my speech is relevant – go to audience module

WWW.COLINBOYD.CO \ EXPERT TRAINING © OXYGEN CONSULTING LLC \ CALIFORNIA

WWW.COLINBOYD.CO \ EXPERT TRAINING © OXYGEN CONSULTING LLC \ CALIFORNIA

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THE MODULE OVERVIEW

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THE SPEAK AND SELL JOURNEY

What do you need to focus on or discover to move up in this journey?

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THE BLENDED BUSINESS MODEL

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AUDIENCE PSYCHOLOGY MAP™

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AUDIENCE PSYCHOLOGY MAP™

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YOUR CLIENT JOURNEY

The Big Steps / Modules

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THE IRRESISTIBLE OFFER TEMPLATE™

Modules: (What’s the journey of the program?)

Benefits: (What will each module give them?)

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THE IRRESISTIBLE OFFER TEMPLATE™

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THE IRRESISTIBLE OFFER TEMPLATE™

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The Soft Sell:

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THE BIG STRUCTURE MAP

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THE CORE PREMISE

Here is an example of a core premise:

Create your Core premise here:

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YOUR CONTENT NOTES…

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YOUR CLOSE NOTES…

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THE SOFT SELL

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WWW.COLINBOYD.CO \ EXPERT TRAINING © OXYGEN CONSULTING LLC \ CALIFORNIA

WWW.COLINBOYD.CO \ EXPERT TRAINING © OXYGEN CONSULTING LLC \ CALIFORNIA

WWW.COLINBOYD.CO \ EXPERT TRAINING © OXYGEN CONSULTING LLC \ CALIFORNIA