My 4k Pitch

I changed my pitch one time, and my monthly retainers went from $497 a month to $1,500 a month, and then it went to $1,800 a month, then $2,250 a month, then $3,000 a month, then $4,000 a month, then $4,000 a month and 5%. And I only changed my pitch once, and I've been doing the same pitch ever since. And this is the pitch that I learned when I was studying at University of Chicago, worked at Intel, worked at Ericsson, that I was taught at my MBA program at WashU in St. Louis. And it's a, not an overly professional, but an overly authentic, given the level of expertise and experience. Like, this is how people who are good at their craft fucking talk, right? The other way that everybody was selling to do it, $297, $397, that kind of thing, was this like hyperbaric, hyperbolic, I don't know why I said hyperbaric, hyperbolic, overly squeezed, like emotional, like here's the value stack, here's everything that you're getting, buy now, buy today kind of thing. It was like they were doing a one-on-one webinar. And good for them, I guess, but I couldn't make it worth my time at $297, $397, $497. But when I changed my pitch, all of a sudden my prices went up and the conversations I had with my clients was better and it was a more valuable sales call for them. So I'm gonna walk you through the close that I used, and hopefully this is going to be valuable to yourself, more importantly to your clients. There's 3, maybe 4 phases. The first phase, by the way, to the $4,000 closes that I'm now doing, Plus 5% of ad spend, is exclusively on a whiteboard. So it's not a Google document, it's not a, you know, you write stuff down kind of thing, it's not a slide deck, it is a whiteboard. So you can go on Canva and do a whiteboard, or Google Slides and do a whiteboard, whatever you want. And by the way, I'm not having them go through the whiteboard, I am creating the plan with them on the whiteboard. So I'll say, all right, talk to me, tell me what's up, what's going on, what are we trying to do here? I did some research. I know you do XYZ, 1, 2, and 3, but I need you to help me fill in the blanks. So they will talk and I will take notes. Very much like a doctor who asks the right questions, but if the doctor was using a whiteboard to properly communicate that he understands your problem. As a side note, by the way, if your prospect understands that you understand, you're gonna make so much more fucking money. So much more. Like, they gotta come to the conclusion that you understand what the fuck they're saying. And it's called tribal language. How people talk about their problems, and if you just simply use the same language as the tribe you wanna sell to, you're gonna make a fuck ton of more money. Very simple stuff, right? So an example, by the way, is a chiropractor that sells L4 and L5. I know they're not gonna make a lot of money, their sales rate is gonna go down, nobody's gonna be happy with their stuff, but if they talk about the weird twitch feeling you get in your toes when you bend down to pick up your kids, we're talking the same language, you know what I mean? So if you have a whiteboard, by the way, It's very easy to pick up on that and very easy to write that stuff down. It also deals with something called recency bias that human beings love to have, which is, hey, I just said this thing and that becomes my truth, and if you don't acknowledge it, you're lying to me. It's rough, very rough, 'cause when you're having sales conversations, you have, like, your plan and then it just goes wiry, right? And it's all emotional, everybody's, like, going sideways. It's not a great time to— to interrupt and try to get back on track because you look like a dickhead. You're like, I'm talking here and you're telling me we gotta get on track? No, man, I'm gonna fucking tell you all my problems, and it becomes a whole thing. But if you have a whiteboard and somebody does a tangent, you can say, that's a great point, let me write that down, we're gonna come back to it in like 2 or 3 minutes. They go, cool, right? So they feel acknowledged, you won't forget, you come back to it, right? There's no recency bias, there's no HIPPO moments, highly paid person opinion, right, that kind of stuff. It's wildly useful To use a whiteboard. And most importantly, by the way, you're not just taking notes, you're also crafting and creating a plan. By the purest of coincidence, it's a plan you can fulfill on. So I'm in the marketing space, I'm not talking SQL databases, right? I'm not talking about C++, I'm not talking about Ruby on Rails or any of the stuff they used to play around with. I am talking marketing, right? So as they talk, I am building a plan based upon what they're saying. Again, by the purest of coincidence, this is a plan that I've used again and again. It's called the Walled Out, Ready, Buy, Button the Seat customer campaign. It's super fun. Right. There's 6 stages to it. As they're talking, I am filling in the blank. Almost always, there is some type of gap or missing piece to the effectiveness of their plan. So if they're saying, we've advertised in the past, but it's never worked, I write that down. I say, you're right, 100%. Let me go ahead and build this out, and we'll understand why your advertising never worked in the past. Or, my advertising did work, and for the past 2 months, it's been in kind of a slump. We can't figure this out. Our return on ad spend dropped 30 points. and we're not understanding why or how. I said, that's a great point. Let me go ahead and finish crafting and creating these squares and these lines and these dashboards, or these dashes and circles, and we'll understand exactly why this is the case and how we're gonna address it in the future. Cool, right? We're on the same page and we're building something together. It is wildly effective. You need to be using a whiteboard and letting your clients spill their guts, and then your job is to take all that information And craft and create a problem, a plan, a process, a narrative around it, right? So as an example, if I'm sitting down with a doctor and I complain that my knee hurts, and then all of a sudden I say, actually, you know, also my hip kind of hurts a little bit, and then my neck and all this stuff, and the guy goes, hold the phone there, buddy, we're talking about your knee. You're like, you're not listening to me. As opposed to if the doctor said, okay, that makes sense, let me go ahead and write that down on the board. You said it's your neck. And your knee and your hip, cool. Let's hold on that for 2 seconds. Let's focus on the knee right quick and then I'll address it in 30 seconds. Amazing. Absolutely amazing. The cool part, by the way, as well, is if you're writing stuff down, you can create a plan that they have subconsciously, proactively agreed to throughout the course of the program or the sales call. So again, step number 1, always have a whiteboard and always be the person that is listening and taking everything that they're saying and crafting, creating a story Or narrative or program or process around it. Have a cool name for it, use charts, graphs, use arrows, use lines, use dots. It should look like a process map, that kind of thing. If you don't know what that is, I'm sure you can Google it, right? So that's stage number 1, which is having a whiteboard. Stage number 2 is the close, right? So after you've done the whiteboard, these are the questions I like to do. And again, these questions took me from a $1,500 a month all the way up to $4,000 a month plus 5%. It's wonderful. The first question is, all right, Mr. Johnson, based upon everything that we've gone over here, Does this program, does this plan, does this way of working look like it's something that can help you achieve your goals? If the answer is no, you go back and you say what's missing. If the answer is yes, thumbs up, you can go to the next thing. 99 times out of 100, the answer is yes, but 1 time out of 5, or 1 time out of 10, or 1 time out of 100, it's like, oh, no, there's something missing. Go back and fix it. You're not trying to get to the end, right? You're not trying to beat them. You're trying to get there together. So if they're saying pretty accurately like, no, no, no, I'm not ready to go to the next stage, we need to go back to the plan first and figure that out, that's fucking awesome. So again, number one is based upon everything that we've gone over today, does this program look like something that can help you alleviate your pain, solve your problems, and move you towards your goals? If they say yes, you say fucking awesome. You say, alright, so cool, we got that. My next question for you, is there anyone at your company that you trust and has experience in running this program And implementing it to the level of quality that is expected? Isn't that fun, right? The answer is almost always no. And that's the big gap, right? So you have their current pain, their current problem, their ideal scenario, we've built the program that will get them there, and the gap is the fact that they don't have anybody that can do this. By the way, most times, your program is your own specific way of working. There's nobody else that can run your program the way you do. And when you get your client to say, there's nobody on my team that can run this program and implement it to the level of quality that is needed, okay, that's not too bad. The 3rd question I love asking is, when would you like your campaign to start? Sometimes they say immediately, sometimes they say next week, sometimes they say next business quarter. That's all acceptable, all totally fine, because no matter what, you're gonna say that's the reason why they should sign today. If they don't sign today, that's cool. No big deal. You don't have to pressure them because they've already outlined the fact that nobody on their team can do it. You're the only person that can do it. You're the only person that can do it with the quality and speed and the implementation ability to do it to the level of quality and speed that they need. So it's no big deal for them to say, okay, we're going to launch this, or I want to run this next business quarter. That's just as good as saying, I want to run this today. The only difference is whether or not you feel like you need something to pay your bills right now. If you are of that line of thinking, it's gonna be tough for you to be in business. If you are of the line of thinking saying, I just delivered something incredibly valuable to my client, which is the whiteboard, right? I've asked them and they've told me that it will help them solve their problems, alleviate their pain, move them towards their goals, that there's nobody on their team that can do it, that's fine by me. That is a huge gap, right? Here's the third question that I love doing. Well, Mr. Johnson, when would you like your campaign to start? So all of this becomes like a gift-wrapped scenario that naturally leads to a close without intense, meaningful, overly direct follow-up. It's all good, baby, whether it's now or next business quarter. By the way, the bigger the dollars, the more business quarters you gotta think ahead in terms, so it's fine. So again, number 1 is a whiteboard. Number 2 is, does this plan look like it can meet or beat your goals? The next question is, is there anyone on your team that can do it? And the next question is, when do you want your campaign to start? Once all of these are in agreement and all these make sense, cool. Well, it sounds like, Mr. Johnson, we should be talking brass tacks on how much it would cost me and my team to run this program. Is that something you want to talk about today? Yes. And then you have a friendly everyday conversation about the amount of dollars it would take for your team to do it, how fast it would do it, and if you feel like it, you can say, look, Mr. Johnson, I want to let you know we are not some massive business. Right? We take on 3 or 4 clients per business quarter. We charge very much to do so. And if you want to take this thing next step, we should talk about that right here, right now. Because you've already told me that this program will help you accomplish your goals. There's nobody on your team that can do it. You want to get this thing started in 2, 3 weeks. So what's stopping you from signing the dotted line right now? That's all you got to do. That entire sales process that I just mentioned is a sales process that took me from $1,500 a month retainers all the way to $4K a month plus 5%. I think that's it for this video. Peace out, see you later, bye.