Best Selling Author Lisa Sasevich Interview About Her New Book, Boost Your Sales: How To Use Irresistible Offers Without Being Salesy

I'm Dean Jackson, he's Joe Polish, and.

This is the I Love marketing podcast.

Hey everybody, it's Dean Jackson and Joe Polish.

And here we are.

Here we are again.

We've got a special guest today who is a friend of ours and I guess I should probably read her official bio and then we'll be the ridiculous goofy people that we are together since we're all friends and we'll depart enormously valuable knowledge to everyone so they can make more money and just have more impact. So our very special guest is our friend, Lisa Sasevich. Lisa, how are you?

I'm awesome, thank you.

And it's about to get real here. I left out the S word, but okay, so I'm just gonna. I'm just gonna read your bio. A little short version. Okay. Honored as the extraordinary entrepreneur of the year by Women online magazine, recipient of the coveted E Women Network foundation champion award for her generous fundraising and ranked on the prestigious Inc. 5005000 list of America's Fastest Growing Private Companies for two years in a row. Lisa Sasevich, who's also referred to as the queen of sales conversion te experts who are making a difference how to get their message out and enjoy massive results without being salesy. After 25 years of winning top sales awards and training senior executives at companies like Pfizer and Hewlett Packard, she left corporate America and put her skills to the test as an entrepreneur, delivering high impact sales closing strategies for turbocharging entrepreneurs and small business owners to great profits. In just a few short years, Lisa created a multi million dollar home based business with two toddlers in tow. And Lisa really is the undisputed expert on to make big money doing what you love. And so that's the bio, at least I have for you, Lisa.

Wow. We need to update it already. I can tell because I'm holding in my hands.

They're 811 now. But it's true. When I started all this, I had a one year old and a three year old. So you can kind of just picture me like with the toddlers in tow. Right, like carrying them around. Did telepheminars and calls.

Yeah, well hey, how things. But you know, it's a, it's a great story but it also shows that you actually had to learn how to go out and produce results. And we all know that results don't get created unless someone sells something. And so that's what we'll talk about. And what were you going to say, Dean? Then we'll just jump into some.

I was going to Say, even more importantly, we need to update her bio to say best selling author Lisa Sasevich. Because I'm holding in my hand her new book Boost yout Sales how to Use Irresistible Offers Without Being Salesy. And Lisa and I were together at Strategic Coach last week and we got to sit and watch as her book became number one on Amazon in at least two categories. And that was very exciting. So we got a lot to talk about.

We actually there's a big update since then because since doing your awesome 90 minute book program and you know, getting this bad boy out of me and into a place where people could enjoy, enjoy it. You don't know this, but in the last five days, Dean, 27,000 people have downloaded Boost yout Sales.

That's awesome.

27,000 people have downloaded Boost yout Sales. And it's pretty incredible. It wasn't even really. Our intention was really to use the book really as a warm up for people to get to know us as we went into the launch of one of our top programs called Speak to Sell. So we used it in the launch as the first piece of training that people could just dive in right away and get results with. And unbeknownst to us, it just went viral. It went crazy. So 27,000 people have downloaded it. Yeah, it's so fun, I can't even tell you. And the really fun part is people are ravenous after reading it. So like we haven't, you know, before we even officially opened the promotion for people to register for our course, 20 people found us online and registered for our course before we even like made the.

Before you even offered it.

Oh, that's awesome. I love it.

Yeah.

So it's really fun when your own stuff works, don't you think?

I think so too.

Well, it's not till actually, you know, thinking back in my marketing career, it wasn't until I had someone say, send me a check in the mail. Because there wasn't any Internet back then when I first started doing training and stuff. And here I was. You both know my story. Many of our listeners do. Dead broke carpet cleaner. Living off credit cards. Learn marketing. Because I needed to survive. And I transformed my small carpet cleaning company. And then I started offering this methodology that I discovered to other people. But I didn't know I knew how to make it work in my own business. But could I teach other people how to successfully replicate my success? And when I sold my very first course and someone that I never met sends me a check and then it turns into many, many more and within A three year period I'm doing a million dollar plus in business just teaching carpet cleaners. It's great to know that your stuff not only works, but it works for other people. And you have found the same thing in your business because you have literally taught so many people how to actually be persuasive and how to sell. I mean, if you had to explain the outcome, the transformation, the stuff you provide in people's lives, how would you describe it? LISA.

Simply put, we teach heart centered entrepreneurs how to sell without being salesy. And you know, I learned this. I was kind of born with the sales gene. You know, I'm a Russian Jew. It's just, you know, it's like in my blood. So when I went to go to college, it's like, of course, what am I going to study? Marketing. So that was the closest thing they had to sales. And I took the traditional path. You know, I went and graduated, did the on campus interviews, worked for Pfizer Pharmaceuticals, worked for Hewlett Packard. So I got official sales training from big companies and you know, like, so it was a bit in my blood. But the big turning point was when, you know, in my 20s, I decided, you know, late 20s, I don't want this double life where I'm doing this corporate thing 9 to 5 and then I'm doing what I love on the nights and weekends, you know, and what I love with personal development courses, personal growth, you know, all kinds of relationship courses and being a better person and growing myself in business, I love doing that. So the minute I clocked out from Hewlett Packard or Pfizer at 5 o', clock, I was off to some seminar. And I got to a point where I wanted to do that all the time. I wanted to do the stuff that made a difference all the time. And it wasn't until I stood up to actually talk about and offer my own personal service. I could see that I had a knack for helping people figure out their offer. I had helped many companies, small and large, rise from a few hundred thousand in sales to a million, 2 million small companies over the years. I started consulting on the side. Well, it wasn't until the first time I made an offer for my own services that I realized I didn't know jack about that. When I was standing there, I remember I was wearing a silk blouse because I wanted to look nice. I got in front of this room in Santa Monica, California of a bunch of women entrepreneurs. There was about 30 of them and I was just there. I didn't have Any branding. I had an AOL email address. I mean, I could take a check or I didn't have a merchant account. It was just some girl who had done well in the marketing or sales department of a lot of companies, just sharing about how I would help them package offers so that they could invite pursuit instead of being on the hunt pursuing clients. So I'm just sharing. And my hands, after selling millions of dollars for other companies, my hands were visibly shaking and I had wet rings, you know, on my silk blouse. Because you can't hide that on a silk blouse. You know what I mean? Right, Dean, when you wear your silk blouses, you can't hide.

Yeah, I wear my soap blouses.

I was so glad you said that. I knew he would totally immediately get that.

Yeah, Joe, if I didn't say it, I knew you would. So, I mean, I had sweat rings, you know, five inches down that you couldn't even hide by holding your arms down. And I was shaking and my lip was sweating and it was like I had never sold anything before. So, you know, selling your own services, your own programs, your own training, your own expertise, your own knowledge is a completely different ball game than doing it for some company that you're making a paycheck for.

Right, right. Well, so what would you say to people right from the get go that have an immediate thought in their head? Or maybe not immediate, maybe it's just been there forever, that I don't want to sell, that selling is bad, that as you've maybe seen my video, selling evil. There's all kinds of perceptions that people have about people that are salespeople. How would you address that?

I realized once I got out there to sell my own work because with that I was passionate. I wanted people to have it. I was so tired of watching people take all this action but not get the financial rewards, not get to be out there making a difference. It was like they were keeping themselves the best kept secret and you knew they were in pain about it. But like you said, selling was evil. And really what I've come to know, believe, teach, I mean, this is just so in my core. People ask me, how do you make an offer so easily and you're so bold about it. You know why? Because I really know that it is a disservice not to make an offer like to be out there like you guys do, telling people, you know, knowing how to market could change your life. Or Dean, what you did for me and said, you know, putting what you know in this, in this book could really Change your life if you didn't make me the offer. And I already know now I want to be the client I want to attract. So if I want people to say yes, I better be someone who says yes. So I hear offers, and if they're right to me, I move. When you made that offer, look what it did. It was just a small journey, and all of a sudden it's turned into this amazing tool. So it's a disservice not to make an offer. And really, what we work with our clients, who are in every category of service professional, expert, author, speaker, from health and wealth well being to corporate consulting, is for them to really get that in their bones, to have that in their mindset, that to go out there and inspire with a keynote or do a bunch of free intro stuff and then hand out your business card and say, call me when you're ready, is a total disservice. And it's actually kind of a disservice in two ways. On one side, it's a disservice because the obvious, that person didn't get something to step into. They didn't. You didn't make an offer, so they didn't get to say yes. They got inspired, and then they walk out the door and all that inspiration just leaks out. But I think on the other side, the part that people don't realize is that it's a disservice. Who's heavy breathing over there?

That's Dean. I'm sitting there going, what are you doing over there getting all excited here?

What's going on? Come on, Dean. Of hot information.

I get so excited about it. I know he's over here panting. Lisa, I don't even know what the hell's going on.

Concentrate, you guys. I'm, like, trying to make.

I wish you guys.

I wish you could see what had happened here.

The chair that I was sitting in.

I think we need to pause to find out, because, you know, my book.

Just fell over and I was reaching over to get it, and it was.

So sorry. I'm glad I saved you before the big thumb.

Thank you, thank you, thank you.

Anyway, I appreciate that. You know, it's a hot subject and everything.

Yeah, yeah.

This is actually. You might actually fall out of your chair when I tell you this part, you know, regarding it being a disservice not to make an offer. Here's what people don't realize that is, it's actually not a laughing matter, is that, you know, if you're out there and you're educating the world. And you're handing out your book and you're speaking and you're giving free consults and you're opening up possibility for people and you're showing them a new world in whatever category of business or expertise you have. And you don't make an offer, you're actually out there doing all the heavy lifting for your competition. You're opening people's minds that they need to redecorate their home or get a financial plan or save on their taxes. You're opening their mind. But if you're not the one to make the offer and say, here, put a wedge in it, hold the door open, do my course, take my expertise, book an appointment, whatever your way that you deliver your service, you open the box and then they walk out. You're the 25 year veteran, of course you should have the business. And then, you know, a week later, the guy who's been like doing what, mortgage loans, real estate, he's been doing it six months, carpet cleaning, he walks in and he barely does anything but he gets the offer out. And guess what, you did all the work, you did the lead gen, you did the presentation, he gets the business, you know, and that's the other place where you're just serving, you know, not just your potential.

I think where you're coming from, it really parallels kind of the way Jay Abraham talks about falling in love with your clients, that you really have a moral obligation to make sure that they get the very best thing and it has to really come from that place. Like that's really the baseline, is that you've got something that you know for sure. And I love how you always talk about heart centered entrepreneurs because that's I think a key phrasing of the way you say it there, that heart centered are people who really care, but they're just afraid. They don't want to seem salesy, they don't want to, you know, seem like they're trying to sell somebody on something, but you're really positioning it that it's their, it's really the heart centered thing to do. It's to make an offer because you at least know that they're going to get the benefit, get the result, get what they really need.

Yeah, yeah. I mean we've had people using our work in 134 countries now. And people can use it that are not heart centered. But what really makes it fly and who we're aiming to serve is all those people out there that, you know, they left their job to do their own thing. Because they want to make a difference. They want to transform the world in health or in relationships or in business. And then they get out there and go, oh shit, I have to sell. You know, I don't want to do that part. I love what I do, but I hate the sales part. And we find that when we empower them with a system to be able to sell the intangible that feels good, that they don't feel pushy or desperate, they're not pursuing, they can actually invite pursuit by making the offer so irresistible that their ideal client, whether it's on a teleseminar, a webinar, a stage, their ideal client that's sitting in that audience live or virtually, is going to thank them and go, thanks for that offer. It's perfect. Not only am I getting the main thing you're offering, but those bonuses are like, I would have bought them anyway and today I'm getting them free. So we actually have people writing in and thanking us for the way we did stuff. I've made offers before for, you know, really high end programs and had a standing ovation at the. I mean that like it's crazy and that, you know, it's not me, it's our formula. You know, it's just including the elements that they need to hear to say yes.

Well, let me, let me ask you, I want to ask you something first about before we get to that. I want to hear the formula, I want to hear the process because that would be really, really useful to people. You made this statement, you just said it real quickly. I want to be the client that I want to attract. And I wrote that down and I was like, that is, and you're like, because want to be one of these people. And I think that's actually a pretty profound insight because there's a lot of people that they want to sell to other people, but they don't want to be sold to. You know, they want everyone to throw money at them, but they don't want to, you know, be that client they want to have. You know, one of the things I learned about my, my genius network group is that a lot of people that are out there calling themselves coaches and stuff, they will sell their high level groups, but they themselves won't buy one. You know, it's like they're not their own person. It's like they expect other people to buy things from them, but they themselves won't invest in it in other people or they want it all for free. And it's a destructive sort of mindset. To think that, you know, you can expect other people to do things that you yourself don't even like or wouldn't do yourself. I mean, it's, in my opinion, completely incongruent. I don't know if that's what you meant by that statement, but I'd like to have you talk about it.

Well, it is. And I so love. And I'm not surprised, because you're a genius, but I love that you picked that little line out of all the things I just said. Because I think of everything we could cover today. Like, we could go into strategies for how to structure an offer, and I could show you how to put the talk together, the formula that goes to it, all those things. We can dance anywhere on this call. But if there's one thing that would make the biggest difference for all of us and anyone listening and I include myself, I know where I'm weak. I know where I'm strong in this is being the client you want to attract. And I'll take it even further. You nailed it. You're right. There's people that. They want people to buy from them, but they don't buy. And it goes even further. Clients will come to me. They think I have a crystal ball. And they'll say, everybody's trying to get needs to think about it. Everybody needs to think about it. They love me. Every time I give a presentation, they love me, but they don't buy from me. And then I'll say, well, let's take a little inventory. Kind of a Michael Jackson, man in the mirror sort of moment. Is there anywhere that you have been thinking about it for a long time? Is there anywhere that you are not making a decision, and it doesn't even matter if the decision is yes or no. It's not even about getting to yes or no. It's about a decision. And they'll say, well, oh, my God, yes, I've had. You know, I haven't. And they clean it up. And then all of a sudden it's like. I call it business karma. You know, it's like all of a sudden, things start flowing. And this happens to me personally. I've had times where I'm launching something and it's not moving. It's just not moving. And so I'll be like, okay, you know what's going on? And I look around and I have all of these open loops. I have all of these places where I didn't get back to this person about speaking. I didn't close it down over here. And I go, around, and I just close up my loops. I say yes, I say no. And the next thing I know, the whole thing loops around and my karma shifts. The world opens up. And this even applies. Being Jewish, I can tell you one of the favorite family sports in my family is getting a good deal. And I'll have clients come in and say, I want to get. People come in and say everybody's trying to bargain with me. And I'll be like, okay, do you remember when you signed up for this session with me, how many back and forths we went so that you could get a good deal? I'll be like, yeah, right. And you know where else it applies? You guys, refunds people. This is really big. I mean, I am so careful when I buy something, even if I change my mind, a lot of times I keep it because I do not want to have a business that's full of refunders. So I think if you're buying things and refunding them, and then you look at your business and you see that you're getting a lot of refunds uncommitted people, people who are not completing their payment plans. Look at your life, because the cool thing is if you can find a place where you can see the reflection, then you can fix it. If you can't, then you got to figure something else out. But if you can find a place where you're doing that thing and you adjust it over on your side, then you can do this experiment and see for yourself if it shifts.

That is such a huge point, too, I'll tell you. There are people that operate in a very parasitical way, the way they treat other people, and they think everyone's out to get them. They think everyone's out to rip them off. And they don't take a look at themselves and say, well, that's because that's how you operate. And your perspective of the world is that way. And if you want to attract producers, you yourself have to be a producer. And, you know, long term, I mean, some people, you know, they can kind of get away with it for a little bit, and then they, you know, that becomes their perspective of the world. But that long term, that never operates that way. And sometimes for me, you know, the very best deal that I could ever get is retail, because I'm not going to sit and try to hassle someone. I'm not going to try to haggle all the time. I mean, of course I'm human. Anytime, you know, we feel like we're getting a special deal, we're Getting a special offer, that's kind of cool. You feel like you have an incredible advantage, but to make your whole basis around it, just wasting your time and other people's time just because you're trying to squeeze them. That's where people get a bad perspective on sales. It's the whole, people love to be sold. They hate to be pressured. And you talk about your process of how you do it. That's kind of what I want to jump into. But that was a really great perspective and a great response. So let me just go right into a question, like, what are some of the biggest.

Can I interrupt? Just add one more piece before we turn the corner. I think you'll like it.

You got it.

Okay. I am realizing as we're talking, I think one of the other pieces that, you know, what we're talking about is being congruent, right? Like, we all know there's a lot of broke financial planners and overweight fitness trainers, right? It's like, it's not congruent. And so I'm realizing, just hearing your voice and having this conversation. I have applied about your genius. I have inquired about your Genius Network probably three or four times over the last three years. And, I mean, Eunice probably doesn't even want to take my email anymore because every time I get all tangled up in the delivery and the dates and how to make it work, and I leave it. And I'm just realizing as we're talking, it is an open loop, right? And I'm in too sensitive of a time, of the difference I'm trying to make in the world to have an open loop. So. So right now, on this call right here, I want to say in front of God and everybody, oh, and Dean, that I am joining your Genius Network. I'm in. You'll have my deposit or whatever it takes this week. It's been an open loop, and it's ridiculous. So there you go. Wow.

Well, thank you. I mean, this is a defining moment. It is in both our lives.

So.

No, I really appreciate that. And that actually is a really. Talk about putting your money where your mouth is or putting your mouth money is however you want to say it. That's pretty cool. So I appreciate that. But talk about a demonstration to everybody, right?

I mean, I don't need to check dates anymore. You know, it's like, I know the value of what you provide, and I, like many people do, will rip myself off of that transformation. Getting all tangled up in the logistics. And that is not what the point. The point is to make A commitment and make a statement and put a wedge in my life and for each of us of the transformation that we want to have happen. You know, and for me, it's surrounding myself with like minded people who are playing a huge game and you know, anywhere I can do that. I mean, that's how Dean and I are here on this call today. Geniuses sit next to each other at strategic Coach. Right?

That's right.

Yeah.

Yeah. Awesome. Awesome.

Well, Dean, you know, can I have a discount?

Here's the thing. I think out of 200 episodes, this just all of a sudden became Joe's favorite episode of I Love Marketing. It's an I love marketing first.

I'm texting him right now to see if I can get a discount. So.

Could you imagine? Yeah, we'll post any follow up text messages on I love barking him up.

A trade with me. Joe, I'll help you with that signature talk if you let me in.

You know what I gotta say?

I mean, it's such a great example. So we have to just squeeze the orange on this because I hope everyone listening is just looking in your life to say shit. Where do I have open loops where I'm not deciding and everything's stuck on the. Everything I'm trying to accomplish?

Yeah. Like Dan Sullivan, I've had numerous discussions with him about this. He said in life, what we need, we. We want yeses. Where someone says yes and we want no, so we at least know that they're not in. But the things that kill you and the things that salespeople hate is a maybe. Because a maybe is just a completely open loop. And you, you just made a great point of like, where are all those maybes in your life that you're stringing people along or you're stringing yourself along and you're just, you know, it's kind of like a. You're keeping a program running on your computer that's sucking up a lot of energy, but it's not being utilized. It's just kind of sitting there draining energy. And that's where, you know, that's what happen. Decision making process and really the psychology of selling and what you actually teach people how to do. And of course, Lisa, I mean I've been going through your program and I've read the entire book Boost yout Sales and I kind of know your methodology to a degree. But there's so much more that I don't know. Hence one of the reasons that we're doing this. But just the whole process of selling is getting people To a point where if they want something, how do you get it to them? And if you have something that really going to add tremendous value to someone's life, make them create a particular result or just entertain them and put a smile on their face. How do you phrase it? How do you structure it? How do you package it? How do you deliver it in a way to where they want it? You call that the irresistible offer? Let's break this bad boy down, this whole process and talk about it. What I will say right from the beginning is you don't take years of experience in something like this and expect it to just someone immediately is going to have every aspect of it on an episode of a podcast. But we certainly can paint the picture of what it is. Talk about how to get to where you want to go. But the point is, if this resonates with you, go deep into learning how to do this, because this is what Lisa teaches people how to do.

If you guys are listening and you just want the dang book that all these people have downloaded, I made a special link for you guys. Can I tell them where to get it so we can can kind of make sure they have their hands on it there?

Yes, absolutely.

Yeah. It's simple. BoostsaleToday.com Dean Sorry. JoostsaleToday.com Dean and what we did is make this available just for your people, because I'm hoping you'll look at it as an example of the power of using Dean's 90 Minute Book program to, to finally get it out of your head and into the world. And of course, the content is designed to help you with what we're going to talk about today and start you on that path to boosting your own sales with irresistible offers without being pushy or desperate or salesy or any of those things. So it's boostsalestoday.com dean well, they put.

In like, if we put Joe at the end, could we like send them money along with it? So it's even a better offer than the Dean one.

Well, if you buy something from me, Dean might get a commission. So just hassle that out in the back end. Okay?

That is hysterical. No, that's all. Okay, so good, everyone go and download that book and read it. Because I have read the book and it'll also, you know, it's a great example of how to describe what it is you sell and how to make it incredibly valuable to people. And you really go deep into the whole psychology of how you're doing. It's a disservice and if someone can make the mental switch in their head, like for instance, if you are selling something that is not helping people, then we hope you don't listen to anything that's being said here today.

Hang up right now if you do right.

No, it's true though of course those evil people would still listen on the line and get everything they could but.

The box into the wrong hands. This can be very dangerous. It's so powerful. We don't want you transforming people's lives into the wrong direction. But if your heart's in the right place. How about I show you the main elements? We'll start with the offer. We'll go with the irresistible offer. And then real quick, we have time before we finish up. I'm happy to share with you some of the the structure to putting a talk that leads to the offer. A couple things you need to do so you guys have enough to be dangerous.

Well, break it down then. Let's go into it. Let's have you start wherever you think is the best starting point. Let's break it down for all the listeners.

Well, I think one of the quickest ways that you can just grab this and have transformation in your business right away from being here is to understand there's sort of these two elements that are working together. There's the offer. And the offer is really that transformation that you provide, that outcome or transformation that you uniquely provide unique from anyone else. And then there's the service delivery. How do you provide that service? So you might do coaching, you might have people come in for an appointment and have a health appointment. You might have a three day workshop or a genius network or you know, a book. There are so many ways that we get our work out in the world. And so number one, when you're making an irresistible offer, which is really an offer package to sell, which we'll get into the elements of that in a minute. When you're making an irresistible offer, it's really important that all of your language, your energy, if it's online, you can use this for webinars and tele seminars or videos. Your copy. Everything is pointed toward the outcome or the transformation. 90% weight on the outcome or the transformation and 10% weight on how you provide it. We call the service delivery. So it would be like 90% me talking about, you know, that destination of having a signature talk that's just ready to go in your pocket anytime you're asked to speak, whether it's a networking event or an interview or you're doing A webinar, right. To have that talk ready and have it perfectly reverse engineered so that it leads straight into your offer without being pushy, without being salesy. You know, that's the destination. The plane. You know, they're buying the destination, not the plane. The plane is. You know, we can teach this to you from anywhere. It's a five module course. You can do it anywhere in the world. It has live calls of coaching with me. If you can't make the calls, you can write in. You'll get your questions answered. Right. This is how we have 3,300 graduates around the world. 10% service delivery. And what most people are doing when they get into their offer is they're reversing that. So they're spending 90% on. Well, it's 17 webinars with an hour and four minutes each. And then as a bonus, you get 27 interviews that I've done over the last 72 years in marketing. And you get 45 minute coaching calls, six of them every three weeks, like they're spending 90% of their energy. When they get to the offer, they shift. And that's what makes us sound like the Ginsu knife salesperson, you know, the used car salesperson. We get all into the how we're going to give it to you, and we forget the destination and we start getting obsessed with the plane. And they're buying the destination. They're not buying the plane. You know, I just bought the destination of what you offer in Genius Network. The plane is completely inconvenient for me. I got two little kids, you know, I'm going to have to fly, but I want the destination. So the plane is secondary. When people really want where it goes, they want to go where it goes.

Yeah, you have in your book starting on page 75, because I mean, 25. Don't focus on the service delivery. Focus on the outcome. If people don't know what the outcome is, how do they get to that? How do they get clarity on that?

Yeah, that's a great question. So one of the exercises and whenever somebody registers for our speak to sell bootcamp, the first thing we do is we send them pre work. Now we call this and we teach this a stick strategy because you want to get people in your course and blown away with the transformation right away, not three weeks later when it starts. So, Joe, I fully expect something in my inbox after I make my deposit that's just going to blow my mind, you know about the Genius Network.

Well, our six strategies. We send potbelly pigs Live potbelly pigs to all of you, 25k members a day.

For some reason, I'm not even gonna laugh because it might be true. I would not put it past you. So. Okay, I'm gonna keep my eye on my.

I love that nervous laugh.

She's still.

Yeah, I'm not even gonna say anything.

I don't even know where to go. I kind of freaking forgot where I was.

No, I asked you. You were talking about the six strategy and about. Yeah, creating an experience.

Yeah. So one of the first things we do is we send this pre course accelerator work to kind of blow people's minds with great stuff right away. And that is actually the first thing that we send. So you're pretty dead on, which is how to get the exact words to say what you do, how to get in touch with that transformation. Because how can you do all this if you aren't even out of the starting gate? And one of my expertise is in systems. So I've had the privilege of having as students people who were my mentors for many years. I've had John Athraf as a student, Brian Tracy, Frank Kern, Jeff Walker. Whether it's personal development, Internet marketing, jj, Virgin in the health world, I've had the privilege to contribute this to all of those awesome, far reaching businesses. And what they have in common is why we know them, is they can articulate their outcome, they can articulate their transformation. And so I dissected, how do you get to that? Easily, because it's this pain that entrepreneurs walk around with for years and it holds them back. So we have a system to help you find your system. It's called an offer communication system. It's the first thing you get when you register for any course with us. And I'll give you one of the questions right now to kind of a little exercise that you guys can start in on right away. Even if you already know what you do, this will take it further. And it's really simple. It's one of those things that's kind of at the tip of your nose, but you kind of can't see what's at the tip of your nose. So this kind of helps get it out on the page so you can see it. And part of the exercise is that you get in touch with an ideal client. You think of an ideal client, somebody that they were such a great client, you were totally able to help them. You love the way they consumed your work. I mean, if you could just have 100 or 1,000 of those, you'd Be good, right? That's it. Just give me 1,000 of those. And you write down that person's name. Because for this exercise, you really want to make sure you're only thinking about one specific person. And you answer a series of questions we give you, and they go like this. One of them is, what are the exact results they got? And you write down everything you can think of. Lost six pounds in ten days, made an extra 30% in six months. You write it all down. And then that usually leads right into the second thing, which is what additional transformations happened in their life because of that. And this is where it really gets to the good stuff. And you're thinking about that one person, and you're really writing it down in their words. You're, like, channeling them. And they say, well, it's not just that I lost the weight, but this promotion. I've been passed over three times. I finally got a guy that I'd been seeing at Starbucks for a year, asked me out. All the extra things that happen, and you get those things down. I felt really free in my body. I felt present with my kids. And then the big one, I'll give you three of the questions here is, you look at that one person again, if they don't have two eyes and a nose, you're doing it wrong. You cannot do this for a group. You cannot think of all your clients, one ideal client, and you really get in touch with what would have been the cost to that person had they not accepted your offer. You really go to town on that. You're going to have to assume, because they did accept your offer, so they didn't suffer this cost. But you look at the way they were headed, they would have been divorced. They probably would have been estranged from their child, you know, may have lost their home, you know, stress, health, all those things, and you get all this out on a page. And I promise you, in every situation, and I've been doing this, like I said, with thousands of people for six years, seven years. You take a look, and everything of the transformation you provide will be on that page. And the exact words to say it, it'll be right there. People say, how can you help me get to this in 45 minutes with this exercise? You know, via. Via, like something virtual. Because it will be right there. And people will say, well, but I help a lot of people do a lot of different things. Everybody gets a different transformation. I promise you, if you're just willing to do this. And it's all outlined in the book, and it's where we start you with any course we do. Because you have to know that it's on the page and there's an umbrella transformation. There's a string of transformation that is on that page that touches everything you do and everything you've done. And we pull that out first and quickly. Because when it comes to boosting your sales using irresistible offers, that's the first piece is being able to articulate your specific offer. So we've got to get that done.

Love it.

It's amazing when you were talking about it, saying how envisioning one person not. And that just makes it so much easier. It makes it real, doesn't it? I mean, you weren't just glossing over that. That that's, you know, like saying, I'll think of one person. I mean, that that is really one of the key ingredients. It is thinking that way.

There's one way that to not get the most out of it, it's people will default to thinking of a group. You know, I help women entrepreneurs and no, it's like I help Carrie Ann or Marnie or, you know, I'm just thinking of some of the. Some of the clients that have been like, I'll take a thousand of those, you know.

Right.

And that's really how you get down to it fast.

Well, you know, that's great. So, Lisa, I mean, there's so many questions I could ask you, or would you prefer just going through it and, I mean, you're the expert here, so we can have you take through what you. Or I can ask you questions.

Time is limited and you butt in anytime, but there is a lot to cover.

Yeah, you shape it for us.

Three practical things that people can start with right away to actually create their irresistible offer. Like, once, you know, the transformation. Many of you listening, I know you already know what you do. So I just. I want to give you these three things that will help you break down any offer either that you're making or that you're receiving, instead of just seeing it as this big kind of jarbol of things that you're putting together or that's coming at you. If you can break it down into these three categories, your success and your ability to put something out that's going to make a huge difference right away will go through the roof. So three things we call these elements of an irresistible offer. The first one is your offer has to have a main dish. Number one main dish. And think of the main dish just like a plate. You've got the steak, like the salmon, the Main piece. The main way that you are providing that transformation and the main dish may be that four times a year, you're coming out to a two day mastermind. The main dish may be a 300 page book. The main dish may be a five part webinar series delivered virtually. So it could be 10 coaching series. It could be, could be six chiropractic visits. It's the main thing they buy. And it's really important that you distinguish your main dish instead of getting it jarbled up with all the side dishes and the dessert and everything else. Because that is the main thing they're buying everything else. We may add bonuses, limiters, discounts. It's all important. But you've got to really be clear on your main dish and the transformation it provides. So number one, distinguish the main dish dish and the main dish. That should deliver that transformation in and of itself. Okay, got it. Number two, after you've distinguished your main dish, the second part of making an offer irresistible is having bonuses. Now, I could do like a whole nother call just on bonuses and my opinion, because there's a lot of opinion about bonuses. But here's simply put, what there is to remember about bonuses. Two things. They need to be few, meaning not very many. Few and tightly related. Few and tightly related. So now, you know, in the old days, people would do promotions and you would see 27 bonuses to go with this one program. You know, the program's $200 and you get $27,000 worth of bonus bonuses. And that was pretty cool when it first reared its head. But nowadays, I don't know about you, and there are certain models, like book launches, where this still is a practice because it gets everybody to mail and it's got a whole model and that's fine. But for the basic service professional out there, right. Like the guys that are out there selling their carpet cleaning. Right. Jo, you want to have some bonuses that are few, like one or two, maybe three, and they're tightly related to the person, to what the person is buying in the main dish. So if the main dish is cleaning the carpet, you know, maybe the bonus is. Let's see, what would be a good one, you know, spot clean, a thing of spot cleaner. Right. So that you can maintain it.

Yeah. Or throw rugs or something like that.

Yeah, throw rugs. That's great. Right? Or having some where they cut out the remnants and you can use them in your garage. Right. But they like make them nice, you know, so the bonus might be something that that person was going to ask you for anyway, they would have bought it anyway. But man, if they buy today, they don't have to buy it anyway. They get it free. And in many cases, like with maybe the cleaner, it might even start them on a path of some recurring things. They're going to keep buying from you anyway. So the fact that you gave it to them this one time or for 90 days, you know, it not only helps them, but it helps you also long. So it should be something they would buy anyway. Tight, related and few. And if you have too many bonuses, you cannot create the value and the excitement for each individual one during what we call your signature talk, your presentation that leads up to making the offer. So that's the second thing is bonuses. And that's where we start to get onto the irresistible map. What pops the offer. This third element to really make it something that people could stand up and say yes on the spot when they weren't even planning to, is what we call limiters. Limiters. And there's two kinds of limiters I want to get you guys started with today. These are just simple to use. And I'll tell you, not using these is the biggest rookie mistake that costs heart centered entrepreneurs thousands of dollars every day. And the limiters, these are the things that have people say yes right now. Now I'm heavy breathing, Dean, so I think it's catchy. I'm running around my living room, I didn't drop a book. I'm just. So the limiters, there's two limiters. One is time. So time limiters are things that you see like maybe someone's on a live stage and they say this break only, that's time, right? Or when they're on a webinar and they say, you have till Friday or you have till the end of this seminar. So that's time. And then there's quantity. Quantity. And quantity would be something like, you know, the first six people that stand up and take your form to the back and register, you're going to get a private one on one session with me, right? Or you're going to get an additional call or additional program. But again, it has to be that bonus that goes with the limiter has to be something they would want anyway. So breaking it down into a main dish, bonuses and limiters can help you to navigate offers that are coming toward you, but more importantly to craft offers that are not just a bundle of fluff, but are truly irresistible out on the court. And like I said, the biggest mistake, well, number one, it's not making an offer at all. It's thinking that they'll find you when they're ready. How often does that happen, you guys?

Right, right.

Yeah. The worst offer you can make is no offer at all. And people do it all the time.

Yes, exactly. And the other mistake is to make an offer but not put a link limiter. And let me show you how bad that can be. You make an offer, they love it. See, Joe never gave me a limiter to get my butt signed up for the Genius Network. So I've been hanging out.

Well, you surprised him.

It was all a technique to have. You actually reverse engineer giving me feedback on how to better sell Genius Network after you join.

Yeah, if he had said to me one of the times I inquired, look, I know your work is awesome. If you get it done by this weekend, you know, I'm going to have you speak at the next one. I'd be like, done done three years ago. So there's, you know, the limiters, what they do. Here's the dynamic. Instead of you pursuing, which you've never done. So that does not apply. But you know, most people are like, oh, just following up about that application. Oh, I figured you mailed it in but we missed it. You know, just resending my email to get it to the top of your stack. I mean, all those obnoxious things that we do, you know, to try to it. When you put a limiter on, it transfers the energy from you needing to pursue to inviting their pursuit. You know, Joe said that to me and then hang up. I'd be like, shit, what do I do and work out these days? I better hurry. Oh my God, it's almost Sunday. I really want to speak at it. If I'm going to join it, I might as well get to speak there, right? And it's like I. What happens is instead of pressure from the other person, which is the thing we all want to avoid, it creates tension in the potential buyer. The tension is inside. The tension rises up. And people do not buy without tension. We're not going to hand over time, money or energy unless there's some kind of a gap, some tension, something inside that's compelling us to do it. And having a limiter is what pops that person who wanted it anyway to say yes. Now.

I love it. People don't buy without tension. Okay, Lisa, give a couple of examples because you talk about heart centered entrepreneurs. What do you mean by that? Like nice people or what does that mean?

I consider you heart centered, Joe, but not necessarily nice all the time. But I Think that that works for you? No, actually. You are nice. So what I mean is Dean is not.

Dean is a mean person. But me, on the other hand, I am like an angel over here.

I don't experience that side. I hope I don't.

I'm ornery.

Backfire on me. That's not true. You are really nice. So, you know, bad joke on my side, but I think that or what I mean is it's the person who. They want to make, like their priority is making a difference, and they want to make money doing it.

It. Yeah.

You know, versus a person that's just out to make money. And, you know, if it makes a difference, fine, but it really doesn't matter. Cut down the trees, kill the trees, don't kill the trees. You know, it doesn't mean environmentalist, but it's. It's the person who, you know, they want to make a difference. And they want. And they would love to, like, have their life be all about making a difference. They know that they can't keep making a difference unless they're profitable.

Right.

Let me say something. Let me say something that, though, real quick, because this. This is a huge thing. One thing I learned early on, you know, I used to. To go to lunch with Dan Kennedy almost weekly when he lived here in Phoenix. And so Dan wrote a lot of my sales copy the first nine years of my business. I know Dan very well, and we always used to talk about this whole statement of there's no relationship between being good and getting paid. And that's the most frustrating thing for people that are honest, that are ethical, that actually care about delivering stuff, is they'll sit there putting forth the effort, not only the delivering the goods, but they actually care about people being happy. And then they see people that aren't making more money than they are, and it doesn't make any sense to them. And what they don't get is that there is a huge relationship between being good, being good at selling, being good at marketing, and getting paid. And until you get that element, the world doesn't make a lot of sense to those people because they think it's unfair. And you know what? It is unfair. I mean, why should it be fair? I mean, if you have an advantage that someone doesn't have because. Because you've worked to develop or acquire that advantage, you have an unfair advantage relative to everyone else. And so learning what it is that you know is an unfair advantage, that doesn't mean it's mean. That doesn't mean it's cruel. And the fact of the matter is, if you are creating value in the world, you are doing a disservice to people that if you are not being as persuasive and as influential as humanly possible, obviously with integrity, obviously with care to get it into their hands. Because if you don't, like you said, you just set up the competitor to do it. You, you've just done the selling for someone else by not selling yourself, right?

And entrepreneurs are like, everybody's crazy busy. There's too many moving parts. They don't know what to do. But they're spending all this time on lead gen, right? On Facebook ads, on getting out there and making introductory presentations and name it, traffic this and that. But if you don't have a sales conversion machine, which is what we are talking about here, if you don't have a sales conversion machine to convert all those interested products, prospects into paying clients, you're doing all the heavy lifting, all the work, all the craziness, you're doing a lot of motion. So you think you're in business, but it's not forward motion, it's like jumping up and down, you know, and you're not moving anywhere. So really what we're talking about here and what having this one thing, I love that you called it an unfair advantage. I call it that too. Having this one thing that we call your signature talk and your irresistible offer all put together. It's your speak to sell, right? Having your speak to sell talk together, whether you're going to be interviewed, whether you're going to do a podcast, a webinar, a live stage talk, right? A teleseminar, you are ready for any of that. Even using like a video launch formula, right? You can chop up your signature talk and have it lead right into your irresistible offer and you're done. You don't have to agonize.

See, someone's calling to buy something right now. I don't even know whose m that is on. That's not.

It's my assistant calling with my deposit. Now. What are you going to do? I have to say, Joe, one of your friends and clients, and mine too, friend and client who's super successful and known and applying, everything we both teach is JJ virgin. And I've been, you know, she got ahold of this early on. We were in a mastermind together. She was in debt and she got it. She got that everything had to be reverse engineered to lead into the offer, that having her sales conversion machine was the number one thing that she needed to do that most Health professionals are unwilling to do so. The unique thing about heart centered entrepreneurs on our campus like JJ is that they are willing to stop studying their expertise for five minutes. They've got enough letters after their name and they're willing to come over and study and put a system, a sales conversion system into place so that, you know, all those opportunities, like JJ was on Dr. Phil two years and never, you know, collected a list, never had those people where she could make an offer, you know, then she goes through like module one of the Speak to Self formula, drives down to San Diego to talk to 12 doctors. This is like four years ago. And I get a text that she closed 125% of the room to doctors and she's not a doctor. And I'm like, I'm like, how exactly? She goes, well, I told them that to put this program into their office, that I recommend they do it first. They all wanted to do it, but I said, I need 15 people. I can't run it with 12, 15 is my minimum. So they get on the phone, they get their office managers, they get their wife, and she Left there with 15 people registered from 12 in the room. And she's never looked back. You know, she. The Amens, you know, I'm talking to health professionals listening right now. It's like the Amens are using this to kill it on pbs. They were doing great before and now that Tana's, you know, coached through these programs, they're doing their best in. So whatever you're trying to do, make sure you've got this piece, you're talking your offer, and it will. It's like this 10% nuance that lights up everything else you're doing.

Yes, I totally agree. Here's the deal to all our listeners. If you do not have an irresistible offer, and if you do not have a way to convey that and compel people to do it, you are simply going to miss out. You are not going to make as much money, you are not going to change as many lives. And I'll tell you this too. I mean, the reason I wanted to do this episode with you, of course, is having read your book and then recently getting your program. Thank you very much. I'm working on this myself and I've been studying this stuff for 20 years. But we interviewed a guy named Richard Vigory who's 81 years old, and this guy's one of the greatest marketers in the world. I mean, he's put billions of dollars, billions of dollars, billions of letters, and probably billions of Dollars too, of direct mail making offers. His marketing career. And he talked about how he studies three hours a day, mostly marketing. And you know, the fact is the people that are the best in the world, you know, school's never out for the, for the pro. I mean, you keep learning and that's the deal. I mean, there's all kinds of areas in my business where I could say them more powerfully. I mean, even what you. The thing with what you're saying with 25k with genius network, I mean, it's a perfect example, you know, the limiters. You got my mind thinking, huh? Okay, well, you know, there we go. I mean, it's a great example. And so there's all kinds of people that listen to, I love marketing, that if they just got this one area, you know, adjusted, fixed, improved, it would like. It would make the complete difference of a successful versus a non successful business. Which is why everyone needs to get your book now that you're offering that and then get it for free at that website.

Website, Yep, right now. Because I feel like it's empowering both what I'm doing and giving a great sample of what Dean's doing and how powerful it is. Just go to boostsalestoday.com dean and you can get the book. It's designed to really give you these things you can run with right away and to have you see also what it takes. We didn't get to cover this today, but the steps to put together to reverse engineer that signature talk that leads into your offer for people that want our help with it, they get themselves to speak to sell boot camp virtually or live. We have all kinds of ways to help with that. Big players like you, you know that one tweak, right? What if 5 more people pile into 25k because they just needed a limiter because they're so busy, they just needed a motivated limiter. One little tweak, right, could be hundreds of thousands of dollars. So, you know, as everybody progresses with this in their business, you come to see that this is worth knowing, this is worth mastering. And the confidence that comes to you from being ready with your talk. And your offer just has you attracting opportunities and saying yes to things that you would have shied away from or put into your opportunity file. And when you're ready, you say, yes, I'm here, I'm ready, I'm sitting in the audience. I could get on the stage right now if somebody doesn't show up. And that changes everything. Yeah, you guys are masters. You guys are masters at Marketing masters at your offer. So both of you are so generous to. To give me the spotlight to talk about this. I know you know, it matters. I know you're both great at it yourselves. You know, there's no way you'd be as successful as each of you are if you weren't. Because if you peel it back on any person, health, relationships, personal development, you know, there's not a category that this doesn't apply to. They have, somewhere along the line, learned how to package their offer, reverse engineer something that leads to it. We call it a signature talk. Right. And sell without being salesy or they wouldn't be where they are. That includes, you know, so. Thank you.

Absolutely. And by the way, this is applicable to every particular area in life. I mean, if you have relationships that you want to develop, I mean, they could be intimate relationships. They could be things with, you know, any particular area of business, for profit, nonprofit, any area of life. I really think just thinking about the whole concept of your signature talk and creating an irresistible offer, I mean, like David Ogilvy says, you can't bore people into buying. And a lot of people, they're saying nothing, and in their minds, they're great and people should care and they're waiting to be discovered. But most people that I know are successful in life did not get discovered by accident. They went and got themselves discovered because they knew how to sell, and they knew how to market, and they knew how to package, and they knew how to present, and they knew how to make the conversion. That is why it is a process. And I think anyone that will learn your process is just going to be so much further ahead than anyone that is not. And give one more example of a life that you have transformed with this process, because I think it's really important for people to realize that it is doable.

Are you talking about somebody people would know?

Oh, no, no. It could be someone that anyone you pick. It could be just a case study. It could be someone that no one knows anything.

You know what? Here. Here's a really, you know, it's like my mind is spanning the gamut from, you know, Jeff Walker using this to add events to his already super successful, amazing business and process to. You know, one of my favorite recent examples is a gal named Jennifer, Jennifer Bernstein, who is a teacher. And you got, you know, we all know how hard it is for teachers to get by. They're doing, like the most important work and they're barely paid. And she had gotten her own two sons into really good colleges by just really diving in and figuring out how to navigate the college application process. So she gets onto a call with me through something like this book and she gets on and listens to our webinar. You'll be invited if you get the book to listen to a webinar and take it even further and really get the steps. So she listens to the webinar and she ends up deciding, you know, what I want to study with her. And she does our speak to self virtual boot camp. She does it on the nights and weekends because she's teaching all day so she can't even attend the live stream calls. I get this email from her. This kind of like gets me every time, right. She's a teacher and my kids are, you know, in grade school where she like same thing she teaches. I get this email from her that she did the course. She realized that what she had to offer is that so many parents were struggling with getting their kids into college and the whole process. So she did a little presentation at one of her girlfriend's house. House with just a handful of women that could fit into the living room. And she did her talk and taught some great content. That's what we teach you. What content to teach? You know, not everything, you know, just what piece to teach. Part of our speak to self formula. She taught the piece to teach that we told her, gave it deeply and then walked them through her system, which is another piece of our formula on how to do that made her offer. She said my hands were shaking so bad I didn't really even know the results. Result. I got in the car and I looked down at the order forms and I had made $6,000.

Wow.

I mean like a teacher, you know, One night at a house down the street. It changed her life.

No, it does change your life.

She has a new life, you know, I mean, and so do her two sons. This is the start of a new life. And that's, you know, I know I look like a sales company, but I'm smuggling life transformation. You know, design your life, have the life you want. Like you, Joe. I was supporting my then husband through medical school and becoming a heart surgeon. I had to move every two years. I had to figure out how to have a portable life. And now I work from home, I travel and say yes when I want to to gigs. I do everything else using my talk and my offer through teleseminars and webinars and now in my 90 minute book. So it is, it's the one tool that really can just hand you back Your freedom. If you want to travel more, you can do your talk from anywhere. You can live in Europe three months. If you are on the road 200 days a year and you want to stop, you can use your talk to start delivering your work through webinars, teleseminars, and that we go through all that in the speak to sell boot camp. So I'm excited to get Everybody started today.

BoothsaleToday.com-BoostsaleToday.com Dean her name is Lisa Sasevich. She's awesome. Lisa, thank you very much. And to all our listeners, if you have anyone in your life that you know could utilize some more effective ways to, you know, making an irresistible offer, because either they don't have one or they don't have a lot of things that could just boost it up, then share this episode with them. And if you currently do not subscribe to I love marketing, go to ilovemarketing.com and you can subscribe there or go to itunes and you can subscribe there and get a copy of Lisa's book and give us your comments and love to hear how this helps you transform everything that you're doing. So thank you, Lisa.

Yeah, thank you. I'm so excited for you.

You know, it's such an honor to have the two of you and have your ear for this time, for this hour. The reach that you have, the difference that you make, the way that you help people, it is not lost on me. So I just want to say thank you.

Absolutely. Thank you so much. Okay, it was great. So everyone let us know your comments and we'll talk to you next time and we may do a follow up, I'm even thinking, or Lisa, at some point we should probably do like a live sort of episode where we just take some of our I love marketing, you know, listeners through, you know, know, just, just the whole process. After everyone reads your book. Yeah. If you read Lisa's book and you're interested in doing that, let us know and maybe we'll put something together like that and we can, we can do something really cool. So thanks again.

That'd be awesome. Thanks.

Thanks, guys.

Thanks everybod.