Effective Sales Strategies to Close Deals Faster, Watch This Now! feat. Richard Wilson

One thing I want to point out before I get started is that the final idea is the most valuable one. So I'm going to kind of rush through the first four, but obviously I'm happy to take any questions at the end. First of all, I have found that right now with Biden coming into administration, that tax efficiency is on top of a lot of investors minds. And if you're looking to raise capital or you're a high earner yourself, it's become more important recently because of upcoming tax changes have been promised by the administration. So just know that every deal that you invest in or you prepare to invest in, or that you offer someone else to invest in can be made more tax efficient. A year ago, even after running our Investor Club for 13 years, I didn't know a lot about these strategies. So I started in Q4 last year doing a 100 tax expert interview series. And we've done 40 of those interviews now and, and I've already seen a massive ROI on building relationships more quickly with investors on my tax efficiency and how we structure deals that we're trying to get done. The most recent example of this was a dental clinic I invested in last month. We were able to protect the same amount of income that put into the deal. So I put in $200,000, $200,000 of my income was protected from taxation on that income. So what that means is that you essentially only invested 130,000 or 110,000 because otherwise that money would have gone to the IRS. So you don't need as big of a return to get two times your money back on the investment. So for those of you that like cash flowing investments, conservative collateral investments that have like assets behind them securing your investment, this is a way to take a boring investment and make it a lot better. The number two strategy is that when dealing with operating businesses, gross revenue royalty deals are king. We've closed on seven gross revenue royalty deals. We're looking to structure another four to five this year. And if you don't know what that means, it essentially means that instead of holding equity in a company or while holding equity, you get paid off the top line, not the bottom line. If you're an investor that gets paid through a gross revenue royalty, so that means every $100 of revenue that's made, you get $2. If you have a 2% gross revenue royalty, this is great because whether the business makes money or not, you're getting paid. You can usually get these paid out monthly or quarterly at the slowest and the great Thing about it is that many CEOs love their business and they think they're worth $8 million in their valuation. But investors look at it and they say, well, you only did a million in revenue. I think you're worth about 1.5 million, three times profits. And so to get past this, you could say, okay, well, let's agree on something in the middle. A $5 million valuation, set up a gross revenue royalty at 2%. And then once I get all my money off the table, my equity goes down from X to Y, or after I get double my money back from the royalty, my equity goes away. If you've seen Shark Tank a lot, you know, Mr. Wonderful is famous for setting up these types of deals and we found these to be very successful in getting deals done. And probably 60 to 80% of any of the deals that we're involved with these days are set up as a gross revenue royalty. On the operating business side of things. Number three, consider using equity warrants instead of equity. So when you invest in a company, you may or may not be getting that royalty. Obviously I encourage you to do so. And then you could get an equity warrant. And in this way you're getting a piece of the company that could be activated within a certain period of time or activated when the business is sold. And, and if you can combine tax efficiency with that and a royalty, it can be beneficial because again, it can get past an argument on valuation and then the CEO isn't paying out dividends. You're just waiting until that equity warrant is activated. Also, if you have an advisory board or board members, you need to compensate. Typically, giving people an equity warrant is not a security that holds current value until they activate the warrant. So I would not take tax advice over any event or zoom call you're ever on unless you figure out your exact situation. But most of the time you could do that as a way to reward somebody for helping you get to the finish line or having it be somewhat performance based and the warrant is triggered by meeting some sort of goal and then they get equity in the company or equity at the exit. The fourth strategy is making sure that if you are an investor and you're going to take a little bit more risk than a very conservative cash flowing real estate deal or something of that nature, that you really focus as an investor on what you know best, what is, as Dan Sullivan would say, what is your unique ability? What industry did you create your wealth in? Where do you have an unfair advantage? And where could you step in to be chairman, CEO, or at least have the brain to know who you need to hire to run that company if things go sideways. Most investors get burned the hardest when they take something more than a very conservative cash flow and investment risk, or even when they do that sometimes and it's not in their industry and they can't add strategic value. Look at the flip side of that coin. If you're raising capital and you're not the investor, you should only be going after investors who know your industry. One, they're going to respect your intelligence and hard work. People who don't know your industry are not going to realize why your medical office building is a great investment if they're not familiar with that space, if they're not working in health care or a doctor, or it's going to take them longer to understand that. So we talk about navigating the three trust curves in our investor club a lot. And the trust curves are trusting the team, trusting the industry, and then trusting the actual deal. Which means that's why everyone raises capital from friends and family. First, they already trust you, the leader or the team. Then you go to people who are in your industry and you don't have to teach them what a medical office building is. You don't have to teach them what stem cells are. You don't have to teach a dentist why this dental clinic is a good investment. They're going to know more than you do potentially about why it is, because they've already sold their dental clinic chain to a dso. So they're going to be able to add strategic value and take less of your time. And if you're not local to a deal, you better be pretty high on those other three trust curves or just wasting everybody's time. If you're going out there as an investor and you're looking at deals where you don't know the person, you don't know the industry, and you're not local to the deal, you're going to lose your money or you're just throwing a dart. And if you're raising capital, don't waste anyone's time going to them. If you don't have some sort of elevation on one of those three trust curves. The final strategy that I think is most important that's been most exciting that we've developed over the last few years has been emphasizing how to approach a deal where you save investor taxes, you save the CEO of a company equity, and as much as you can, turn it into an income investment. And when you have that trifecta going in a deal it makes everybody lean forward. Because even sophisticated investors see thousands of deals, only maybe 50 out of literally 1000 are going to be highly tax efficient. And if you can make it so that a company owner is not being diluted, they're much more likely to say yes. So I'm flying to two different cities this month with a manufacturing company, a chain of medical care facilities, and it might take us 11 months, it might take us three months to structure the deal. But we're using this exact same idea. It's the same idea we use in closing the dental clinic deal where somebody was going to give away 10, 15, 20, 35% of a retail location or 35% of their whole business to do a one time raise of a million dollars. But if they already have revenue and they're already doing several million a year, there's a way to structure it so that you give the investor no equity. The CEO of the company doesn't get diluted at all, and that gets them to lean forward. And listen, you go and you structure it because of bonus depreciation or NOLs or things we don't have time to go into. But there's different ways. If you're buying equipment or if you're in an R and D business or manufacturing or anything with medical equipment or real estate that you own or you do tenant improvements on which are improvements on pieces of estate, those are all chances to make a deal very tax efficient. So getting the investor to lean forward by making it very tax efficient, the most tax efficient investment they've seen all year, telling a CEO, hey, don't give away 25% of your company, you might regret that in 10 years when you go to sell it and then structuring it as an income investment, as a gross revenue royalty or venture debt or some sort of debt with collateral behind it, if you can do that, then in my experience, you're going to close more deals more quickly. And it's a way to approach $30,100,000,000 plus net worth families and get them to respond to your otherwise cold LinkedIn message or email. Because nobody else is offering to save them 20% equity on every location they open or on their business. So I think that's just a little bit under 10 minutes. But that's what I wanted to convey today, which I know is a lot of information said pretty quickly, but thanks for your attention and happy to answer any questions you have.

Great job, Richard. We've got a lot of good love and chat and a lot of people were talking about just how Clear you were speaking. So this is complex stuff and just being able to break this down and tell it the way you told is fabulous. So let's bring in any comments, questions. We got Jim Do. He's gonna come up here and share some big ideas. Come up here, Dr. Jim Do.

I lost the jacket, so you can be in the jacket club. Great job, Richard. Amazing stuff. And just to piggyback on that is when you're doing any of these deals, there's so much opportunity if you have the right team in place. So just what Richard said about using warrants, or you can use synthetic equity and if you have a financial expert who knows how to value those, can value those way before the triggering event and they may not be worth much at all. So we've helped clients do this, of course, with the help of tax attorneys. Putting that into a Roth IRA that then could be 5 million, 10 million, $20 million in the future can be a huge way to even more maximize that idea of using warrants or synthetic equity. The other idea that I had, that along the lines of what Richard said is when you're doing real estate investments, a lot of people are investing in syndicated real estate funds and they're not all created equal from the fees and the opportunities, but also from the tax planning. So there's a couple funds that I know of that have done very extensive planning so that they can qualify for something that's called 199 cap A, which is the qualified business deduction, 20% for pass through entities. And just by doing all the things they needed to do to qualify for that puts them head and shoulders above other syndicated funds just from the tax perspective. So what Richard said is amazing, really good stuff. And think about having a team together so that you can take those ideas and maximize your after tax returns.

Let's dissect this a little bit. First, I want to set it up because you are a true master at connecting and networking with people. And so I call it genius networking because, you know, my whole thing is I think any problem in the world can be solved with the right genius network, which is a group of people with skills and capabilities. And in order to have a genius network, you have to do genius networking and you have to be a genius networker. So it's a be do have. And I think through that you can accomplish almost anything. Now I want to frame this with about not just going out and connecting with people and being of value to people, but also who you really become friends with. Because the way that, you know, a Lot of very influential leaders. I mean, Muhammad Ali was one of your best friends, and you just know everybody. And the way that I determine who's going to be part of my core inner circle and who isn't is I look at people who are more powerful. How do they treat people that are less powerful than them? Do they say thank you when someone opens the door? Are they nice to servers? Or do they only kiss ass to people that are above them or that they want something from? And they treat their teams and everyone else like crap. And so I'm always observing powerful people and how courteous they are, how caring they are, and my interactions with you. You've always been very caring around people, and that's what I've always admired about you. And you've taught literally millions of people how to connect with other people. So everyone here has the ability to deepen their relationships, bond with their clients at deeper levels, develop not only business relationships, but great friendships. And you're a master at doing this stuff. So I'd like to. And you talked about McKay, 66, right? Yes. So I'd love for you to talk about that. Not just business relationships, but relationships in general.

Well, let me tell another story to illustrate part of your point. You better know who's buttering your bread. Very, very, very important. And there's a superstar businessman who walked into the Philadelphia restaurant, sat down, the busboy comes up with a pat of butter and a roll, and he says, I'd like another pat of butter. Busboy says, one pat of butter to a customer, sir, don't you know who I am? Said, no, who? My name's Bill Bradley. Graduate, number one in my class, Princeton University. First string all American basketball. First string all American academic basketball. First round draft choice, NBA elected Rhodes Scholar, elected U.S. senator. Those are very impressive credentials, Mr. Bradley. Don't you know who I am? No, who? I'm the man in charge of the butter. And to your point, there will always be someone in charge of the knives and the forks and the butter and the plates. And we have to be nice to everyone. It's important to be nice, but nice to be important. And you can't ever, ever forget that.

Hey, I hope you're enjoying this video. And I want to let you know that I have a new book that's come out, and if you'd like to get. Get it absolutely free, there's a link.

Below in the description. Or you can wait till the end of this video, or you can Simply.

Go to joesfreebook.com and you can get a copy there.

I was last night for dinner, hundred people, Paradise Valley Country Club, 15 minutes from here. Piano player, violinist, playing some music. And, you know, 100 people in the room, birthday for a fellow friend of mine. And I got up in the middle and I walked over to him because I meant it sincerely. If you're not sincere, none of this counts. You must be sincere. I told him I love their music because they're playing music of the old age. People like myself a little bit younger. But I told him how much I enjoyed his music. I'll bet he sat there for the last 10 years not having anybody come up for background music, telling him, but that to me meant something because I love the music. And I. Well, I'm a good singer in the shower. I'm really good. I'm big in the shower. I'm a really big singer. So back to now, then, another part of my life, major part of my life. I'm 18 years old, I go to college, got my degree, think I'm really big, know it all and so forth. Then I get out of college, age 21, go to work for an envelope manufacturing company. They throw the yellow pages at me. Good luck, kid. And just didn't have a chance. I really had problems the first six months. And interesting fellow's name was Carpenter. Came back one day and my dad asked me to find the old grizzly there. And I said, you know, ask him for advice. I said, tell me, how long are you calling a customer? And he said to me, it depends on which one of us dies first. And that's again when I learned my persistence. I would never, never, never give up. So then I'm calling on 300 accounts in the Twin Cities, St. Paul, Minneapolis. 21 years, age, having a problem. And one day I just decided, hey, I'm going to humanize my selling strategy. I'm going to find out as much as I can about all 300 buyers. I'm going to come up with 66 questions, and it's called the McKay 66. I want to know where they were born, I want to know where they went to school. I want to know about the spouse, I want to know about the kids. I want to know about their names. I want to know what turns them on. I want to know what his political persuasion is. I want to know him or her, how many jobs they've had, what turns them on. And I came up with these 66 questions. And for the rest of my life, till today, even last night, I have kept the 66, basically on every single human being that I want to keep in touch with. Someday I'll read you yours. Yeah, okay. Yeah, but. But that absolutely took Swim with the Sharks to 5 million copies in one year. My guys were crazy that on salesperson. How can you give this away? It's crazy. I said, look, nine out of 10 people aren't going to do it. And we're 30 years ahead of the people that are going to do it. So I'm going to share it with the world. Which I in fact did do so little aside if I can with Swim with the sharks and 5 million, being creative, I want to be the first one to say this is 30 years ago. That money back guarantee, if you don't like, swim with the sharks. I'm not sure I was the first one. I don't know. I couldn't prove it. But I had a three week fight, World War Three with my publisher, William Morrell and Company. Interesting. Okay. I finally prevailed. They sold five million copies. 27 people asked for their money back. Seven of them were my best friends. I guess they wanted to keep me humble. So Back to the McKay 66 then. You want to go deep with every relationship and what we teach at McKay Mitchell Envelope Company, which is my partner now, what we teach is guess what? This is not just for customers. This is for suppliers. I want the best ink company in the country. I want the best box manufacturer, the best carton manufacturer. I want the best paper supplier. Anyone who walks through our front door. There is no difference between a customer and a supplier. We keep 66 on everyone. And when I'm out calling and still call, making calls, of course, then that gatekeeper is really important. He or she very, very important. So I keep a 66 too on the gatekeeper. And it's just real simple, that's all. This is another fabulous story. Red Buttons. None of you, none of you, any of you ever heard of red buttons? Oh, my God. God. I thought the median age here is about 35. I don't know. A bunch of millennials you got here. Wow, it's loaded. Anyway, Red buttons. This is just brilliant. Genius. See, One of the funniest comedians ever lived. So he told the story that he was on the city, 52 circuits, you know, 52 cities. You go out and back, out and back. For his whole life, every time he came back to the hotel room after having dinner or meeting some people, guess what he did? He made out his holiday card, his Christmas card. He put right in there. Their son is, Jody is so and so going to graduate, did he get the soccer team? He wrote something from what he learned because it was fresh in his mind. And they mailed them all at Christmas time. They thought he was a genius for 40 years. Best memory in the history of the world. But it's just, again, a little creative idea. But wow, you know what?

I've actually heard you say that before, and that's one thing I have not yet done. And that is a freaking fabulous idea. And first off, I'm curious to see, with the Internet age. See, see, even your terminology. We call on customers right now. You say that to a young person. I mean, this is like, there's no Internet. You physically go visit them in person, you call them on the phone, you are doing manual labor in order to go and connect with people. And we now live in this day and age where people don't make phone calls, they don't go and visit people. Some do. And the ones that do have an incredible advantage. People don't use direct mail. They don't do cards, they don't do postcards. And I mean, I've said this to thousands of people. One out of 100 ever does it. But I was like, if you want to improve your connections and your network, mail out 10 postcards, letters, anything physical. I mean, even if you text or do email, it's going to be better than what most people do. But you genuinely, every day, five days a week, you don't have to do it seven days a week. It'd be 20 times a month. And if you did that for an entire year, a year from now, your network will be off the fricking charts. Your connections, your relationships, how people appreciate. And no one does this stuff.

Short notes yield huge results. I've been sending notes all my life. No one can talk me out of this thing. Nobody can. President Bush, Father Bush and Clinton, more Bush than Clinton. Never, never, never would have been President of the United States without sending out short notes. I mean, I met Bush in an airport with his roommate who was a friend of mine. I got a note the next day. Not just a total stranger in an airport, he sent out notes his whole life. So what I do is I scan. You don't know what newspaper means, but anyway, I scan the newspaper. I listen to television. I'm looking, I'm looking to catch someone doing something right. I'm looking for someone that just became, okay, they just made an acquisition. Their daughter, again, just did this. Their son did this. And I'm looking to write that note. I have. I'm up to now 700 people that I wish happy birthday to. So every day, you know, I've got one or two or three. Sometimes I got six, sometimes I have none. Been doing that since age 21. And boy, I want to tell you when you remember someone's birthday and you just call them, that's all it is, just remember remarkable of what happens. And then we teach our sales force they have to know the birthday of their customers, right?

Yeah.

Have to know the birthday of their customers. And guess why? Because they go see them with a creative gift. They don't buy their business, they come with a creative gift and they walk in and see them on their birthday. You can't believe how much our sales force writes up the business on someone's birthday. And I guarantee you nine out of 10 competitors, they don't think about that. And just back to the book then for a minute. Up until this book, I've gone to 25 cities, all seven books. Again, lucky to be on Oprah and Larry King and Good Morning America and all the shows. But then I would go to Kansas City and I go to Sacramento and I go to all these little towns where the big hitters don't go with my 25 cities. They roll out the red carpet. Austin, Texas. I mean I just remember all these book signings. So no one does book signings around the United States, you know, unless you're a major political figure. Almost nobody. But I went did all that one on one. There's no substitute for one on one. I've made, tried to make five to ten. Yeah. Somewhere about five to ten business deals where I get on the phone and I tell them I would like to come and see you for 300 seconds. That's all I need. And the people have said yes. I fly 4,000 miles, 2,000 over 2,000 back for 300 seconds. Because that 300 seconds, one on one, that if we get the order we will perform. I will be your 91 1. Okay. You can call me 24, 7. This means a lot to us. You can say a lot in five minutes. Say goodbye. I almost always get the order I've so far. And this is as braggadocious as it gets and as self serving as it gets, but not intended to be. So I have never called on a person that I haven't sold my entire business career. Never. Assuming not. You know, if it's a piddly little account and we can't get return on investment, anybody we wanted to sell. And my sales force, our sales force, they're way up there in the percentages, too. In 80 to 90%, everybody go, why the McKay 66? Little things mean a lot. Not true. Little things mean everything. And by doing all these little things over a period of a lifetime, that adds up to success. Incidentally, my definition of success, Success is having a predetermined plan, successfully carrying it out over a long period of time, all right? And having a damn good time doing it. It's just simple 88 IQ stuff, but it's simple.

Much appreciated, sir. And a few years back, Jay Leno held up one of these things on the show, and he said, you know, we do everything with these things. Everything except call people, right? So I'm going to ask everybody to hold up your phones. Now, Joel and I went over this six times, and I know earlier Jerry told everybody to put away their phones. So, like, all right, we got a little glitch, but if you have your phone, please hold it up. And what I'm going to ask you to do is to go to your contacts, just like me, and go to the Z's, okay? So just hit the Z and then scroll all the way down to the bottom. So as you're scrolling down to the bottom, what's going to happen is when you get to the bottom, you're going to see a number, and that's how many contacts are going to be in your phones. I ask you to put that number in the chat box, please, and I'm going to start my presentation now. All right? So, Tim, can you just confirm you can see the slideshow, cell phone? Yes, sir. Okay, excellent. So, as Tim said, the name of this talk is there's a gold mine in your pocket. And the goal for today is to help you to extract some of that gold from the mine. So you guys have probably seen now, if you look at the feed, some 300, 500 thousands, you know, thousands of contacts in some cases. And we're typically in touch with anywhere from maybe 5 to 10% of those people. So now I want you to look at your CRM, which is your contact relationship manager, through that same lens, however, you know, and that's. That's going to be your database, right? Infusionsoft, constant contact, whatever you use. However, these CRMs typically have a lot more people, right? Like 5,000, 10,000, 50,000, probably in this room. Some of you have 500,000 people just sitting there. So we do a better job with our CRMs. We know that, but it's usually maybe 25%, 40%, and with good automation, up to 50%. So the question really for you is how many of those people are you in contact with now? Or maybe a better question is how many of those people fell through the cracks?

Hey, I hope you're enjoying this video. And I want to let you know that I have a new book that's come out, and if you'd like to get it absolutely free, there's a link below in the description.

Or you can wait till the end of this video, or you can Simply.

Go to joe'sfreebook.com and you can get a copy there.

So deep Dean Jackson calls these people the unconverted leads. I like to call them the gold mine opportunities. Because there's hundreds of thousands or millions of dollars just sitting there waiting to be extracted. So the next question is, McKenna, how many of you now use your phone to make sales calls? And if you're using it all the time, put a 10 in the chat. And if you ever, if you never do it, use a one and then anything in between. Okay? And then McKenna, let me know when you have a number, an average. So the purpose of today is really to help you to close more sales by reconnecting with some of these people. You know, and I understand some of you may or may not be taking on new business, which is fine because you'll create some other opportunities by reconnecting with these people.

David, the average is seven.

Okay, so this is a pretty strong group, but we still have some opportunities, so that's excellent. So for everybody else, there's a great opportunity now to go reconnect with some of those people. And I know we all have systems in place, you know, systems like the nine word email, which is, I use it, it's fantastic. We also use Facebook ads, same thing. I use them both. The challenge with these tools is they work great until they don't work and then you get nothing. See, what we're trying to do is get into a conversation and then we get in a conversation, we know we can control that conversation. And the next thing we're going to get is feedback, right? When you have feedback. Now we have a way we can handle objections. We can move forward, we can move backwards. We can make suggestions. You know, Bright Local did a study on Google Pages a few years back and they showed 60% of people preferred to be in contact with their service providers over the phone, over other communication sources like email, chat, or text. So my goal today is listen. Now, I'm not saying stop doing what you're doing. The purpose of this is to enhance what you're currently doing. A few years back, worked with a real estate group. They were doing about 17 million a year in volume by simply helping them hire an isa, which is an inside salesperson. This is a person professionally trained to make calls and having their top three agents just spend 45 minutes a day on the phones. They took their business the next year to 28 million. That's a 35% increase in sales. Let me ask you this. Who would like a 35% increase in sales? Okay. Like one person. Okay, well, the further. Okay, excellent.

Well, great.

So now that you are thinking about this and you're probably getting excited about it, a little thing called call reluctance is going to kick in. And that's that little voice in your head that's going to start saying weird things, right?

We've been trying to reach you concerning your call.

That's the little voice right there. He's trying to reach us right now. So the little voice. Because we all have one, right? And how do I know that it's exactly what Tim said? Because I've been doing this for 35 years. So what I want to do is I want to give you a gift. Okay? The gift is a copy of the sales playbook. And I'm going to ask you right now if you could take out a pen, and I want you to write these two pages, these pages down, pages 30 to 30, 34 to 39. Because there's going to be an exercise that's going to help us through call reluctance.

And.

And there's really five types. Okay? There's five different types of call reluctance. I'm going to touch briefly on each one. The first one is fear of rejection, by far the most common. No one likes rejection. No one likes being told no. We all want to look good. We want to be right. The key to this one really is just to take your ego out of it and make the conversation about the other person. The next one is lack of role acceptance. Right? So here you're actually making calls, but in your mind you're like, man, these calls are kind of below me. Or maybe your parents said things like, wow, you know, when you were a little kid, you heard them say things like, those damn telemarketers just won't stop calling the house. So there's an incongruency here. The next one is not knowing what to say, right? This will take a fearless salesperson. Turn them into a deer in headlights. The good news, this is an easy one to fix. The next one is over analysis. Right? This is the one that actually tells you you're doing your job. You're getting ready to get ready to get ready. You know, you're getting ready so much nothing ever gets done. It's a form of procrastination. And then the fifth one is what we call fear of success. It's a tricky one. So let's say you had success in an area, but it was way harder than you expected. Now you don't do that again. So you can see these are all mindset tricks. So my tip for you today is to come from contribution. Because when you're coming from contribution, you can't lose. So I'm going to share two simple reconnection scripts. The first one is the apology script. So we start the conversation with people by simply apologizing for not following up sooner. It's great for people we had conversations with. It's for people we had relationships and we did not do a good job staying in touch. They fell through the cracks. What it does is gets people to put their guard down. I've even had people say, no, no, I apologize to you. This sounds like, Hi John, this is David giving you a quick call from abc. You know, I know it's been a few years and I want to start off by apologizing. You stop there, let them respond and then get right into it. You want the response. The next one is the closing the loop. Very similar to the apology. We start the conversation by getting right into it, being clear and concise. It's great for people we had conversations with. And again we didn't do a good job of staying in touch or maybe they didn't return our calls.

Right.

It gets people to put their guard down and then we get to ask great questions like have you bought yet? When do you plan to buy? And we can set up a follow up plan. Sounds like this. Hi Mary, this is David from abc. You had requested info on our site last year and we wanted to close the loop. Have you whatever, right. Like magic, people are going to tell you what they plan to do next. I've even had people thank me for calling and closing the loop with them. So there's two call to action today. I already gave you the first one. It's to read pages 34 to 39 in a sales playbook and do the exercise. The second one is a challenge. I want to challenge you to make 20. I want to not make content. I want you to have 25 conversations over the next 30 days. Okay. Even if you're planning to hire somebody to make these calls it's important for you to experience the value of these calls for yourself, and you're going to see the opportunity that's in making these calls. You know, this is a normal challenge I put out, and we get great results. This is not a normal group, though, right? This is not an ordinary group. This is an extraordinary group. So here's what I'm going to do for you. I'm going to say I want you to make five. That's it. Have five simple conversations over the next five days with people. And if you do that, I would. I think it's virtually impossible that you won't find at least one piece of business. So the most important thing I want to leave you with today is come from contribution. Because when you come in from contribution, you just can't lose with these calls. Oh, hey, there's a call coming in right now. Gotta go.

David, do you schedule the calls via.

Email or message, or do you just go and call?

Yeah, I mean, we. Well, we do time blocks, so we'll block times to make calls. Are you referring to, like, specific calls or.

No, I mean, if you're gonna call a prospect, are you gonna let them know you're gonna call, or are you just gonna.

Oh, no, yeah, we're called. We're calling. Well, I wouldn't say cold, because, remember, a lot of these people are people that we've had some engagement with in the past. But, yes, I want to get that person on the phone so that I can control the conversation.

Thank you.

All right, who else? Just go ahead, unmute yourself, Dive in.

Whose idea was it to have the phone ringing at the end? Is it yours or Joel's? I think it was mine, but actually it was Joel. Joel. You know what's funny is I pulled it out and Joel said, no, you got to put that back. And I said, all right, Joel. Joel's awesome. Joel's the man. Joel's awesome.

Tim Garrigan had a question, which is, how do we connect when people are working from home? I have office numbers, but they don't have a mobile number. What's your strategy for that? And do you have any tools you use that you use to track people down and gather phone numbers?

Yeah, I mean, a lot of the people we're going to be contacting are people whose numbers we already have, because, again, it's like a reconnection. However, if you want to connect with people, maybe you don't have their numbers, then there are definitely some tools out there. We use a tool called Vulcan 7, which I think that's more probably real estate specific, but they definitely can get phone numbers. There's skip tracers that you can certainly get phone numbers from. You can go on like upwork and hire what's called a skip tracer. They'll get you pretty much anybody's phone number for a couple bucks. So definitely ways to get phone numbers. But this is more geared again towards going back into those. That database, those people that we already have those connections with in mining that gold. But by all means, yeah, listen, I built a business on cold calling as well. So that's how this all started.

Great, great.

Well, I just brought up Vulcan 7 for anyone. This is that service. So it does look like this is probably. Yeah, real estate.

Yeah, it's. It's real estate. The owner's a friend of mine. So I mean, if somebody's interested, I'm sure they'll. They're happy to, you know, they can get any phone number, so.

Okay, great.

Anyone else is here? Hey, guy. How you doing, man?

Mike, how you doing?

Good, good.

I can't wait to see you. Yeah, let's hear it.

Doing a spectacular job.

One misconception that people don't realize during.

COVID is we have all the office.

Lines and most office lines right now.

Are being forwarded to people's cell phones.

So you don't need the cell phone.

Use the office line.

It's being forwarded. Yeah, great point.

That's awesome. Really good. Jenny has a question which is what are your thoughts on voice message texts?

Yeah, I think voice message text is great. Again, like I said, I'm not trying to tell anybody to stop doing what they're doing. It's really just about enhancing. So if you're, if you're in con. If you were in contact with somebody, you haven't talked to them in a while, I want to try to get them on the phone. That's like my. So you can. If you send a text and they don't respond, then I would definitely follow up with a phone call. I mean, I'm not saying I'm not against voice and message text. I think it's a brilliant way. We talked about loom earlier, which is a great way to just kind of send a message to somebody, say, hey, here's an update. But the purpose of this is to get into a two way conversation with somebody. And I think when you get into those. When we get into those two way conversations, you'll see a lot of magic happen.

Okay, good. So here's one from Richard Wilson and he asks I get a ton of incoming calls. I don't have time to pick up the phone for 99% of these. Do you have any software for my mobile phone? So I can see the value of the person calling, who they are, where they are, estimated value of the lead, et cetera. Something that uses big Data Machine Learning AI to tell me which 1% of these calls I should actually take. Any ideas?

Richard? Let's invent that because that sounds amazing. I do not know of that right now, but yeah, I think that would be fantastic. I think although thinking, I mean if you have a CR, we all have CRMs, right? So if our CRMs are connected to our cell phones and then we're going to see the phone number that's calling. So maybe based on that phone number you could get some data that would say okay, here's a client that was looking at a $200,000 product or something. It's a great idea, it's fantastic. But I'm not familiar with anything right now.

There are a couple, I just saw one. If I can ask my team, either Aaron or Marisa, I know we have it in our tools Slack, there's a couple that analyze and look at incoming, either track traffic or calls that provide real time data. But that's. Yeah, let's see if we'll see if we can dig that up. But that's a really good point. There's always room for products like that. Absolutely.

Hello. So we have talked about a lot about marketing. Some of the best marketing ideas on the planet in this room. But we all know that if we don't bring people to a decision, no transformation happens. The difference that we really all want to make on the planet doesn't actually get made until people decide yes or no. So what if in the next 10 minutes you could learn how to bring people to a decision on the spot? Regardless of what industry you're in in any situation, that's what we're up to. The biggest question I get is Lisa, how have you from home with two toddlers in tow, created a company still from Home that's made the Inc. 500 list of fastest growing companies two years in a row. The first year, number 169. Well, this is how I've done it. This is my model. I call it Lisa's seven Figure Love youe Life Blueprint. Because while I'm completely committed to my purpose and entrepreneurs heart centered entrepreneurs being able to make a difference, making irresistible offers, bringing people to a decision, I'm also committed to my lifestyle. Anybody Else. Awesome. So as you see, the arrows all point to the irresistible offer. Everything in our business is built backwards. It's reverse engineered. We don't do anything without building it with the end in mind. The end being that point of decision, the real moment of transformation in your business. So whether it's high ticket selling, a one on one conversation, possibly in office or on the phone or you're speaking, this could be live teleseminars or webinars or online promotion and delivery. The irresistible offer needs to be the starting place. And that's why we're going to work on that together today. I call this the sales conversion machine. And if you're feeling tired or you're spending a lot of too much money on your marketing, that's not paying off. This is what's missing, the sales conversion machine. So you ready to dive into irresistible offers? Who wants to know how to make them? It's easier than you think. Here we go. So first of all, I do have to say I know I have some skeptics. I know J.J. was one of the people. J.J. virgin. That brings a lot of people here to Genius Network. A lot of health professionals in the world and in this room. So I want you to know that if you're feeling like your industry might be one where an irresistible offer wouldn't apply because maybe you'd never hand out an order form. You can't imagine asking someone for a credit card on the spot. That JJ was actually now my best friend. But in 2009, one of the biggest skeptics of all, she was driving from Los Angeles to San Diego to do a talk for 12 doctors. She listened to a CD we had on making irresistible offers. JJ when she hears something, she implements quickly. That's why she's so successful, right? So she went there, made her irresistible offer to these 12 doctors about installing her health system in their office so they could add a cash element. Guess what? They weren't just interested. They wanted to try it for themselves. JJ held her ground and said, you know what? I can't do it with less than 15 people in the program. They called their spouses, they called their office managers. Before she left, she had closed 15 out of 12, 125% of the room. So I want to invite you before we dive into how to make an irresistible offer, instead of sitting there wondering, can this work for me? Which is a very closed position, I want to invite you to do what they're teaching in my kids elementary school right now. It's called a growth mindset versus a fixed mindset. Anybody else? Kids learning that? I love it. Anyway, I want to invite you to just write down this question as we're going through this. How can this work for me? How can this work in my industry? And you will have illuminations in the next six minutes. So first of all, what is an offer? Before we talk about irresistible, what is an offer? What am I talking about in the first place? So an offer is made up of two parts. Very simply put, there is the transformation that you provide, that unique outcome that is uniquely yours to bring to the market combined with the way you provide it. We call that your service delivery. For example, Joe's service delivery is, we pick three two day weekends out of the year. That's how he provides the unique transformation of incredible networking and incredible marketing. You guys get it. So here's the trick with offers. Think of it as the 9010 rule. Yet another application for the 9010 rule. You always want to focus 90% of your energy, your copy, your words, your enthusiasm on the outcome or the transformation that you provide. And only 10% on the service delivery on how you provide it. One of the biggest mistakes that we make, we're heart centered. We put so much love into everything we do is we swap those, we get into our offer and the next thing you know we're talking about the six 50 minute calls and the 10 in office appointments and the three day seminar that goes from 8am to midnight and you know, 27 hours of learning used to work, but people are so overwhelmed these days that we're actually shooting ourselves in the foot with that method. So if you just swap the ratio 90, 10, 90 on the service delivery. I'm sorry, 90 on your outcome or transformation, 10% on the service delivery. I could step off the stage and you would all have a big increase in sales conversion right now. I promise. Here's an easy way to remember it. They are buying the destination, not the plane. So stop selling the plane. And I know you love the plane. It took a lot of hours to build it, but they don't care. They want the destination. Stay focused there. So why make an offer? This was brought up earlier. I wholeheartedly agree. It's a disservice not to make an offer. Now we all know it's a disservice because there's people who need us. We open the realm of possibility by talking about their financial future, their legacy. Fill in what you do. Right, we open that. But when we don't make an offer, they don't get to Step into it. They don't get to say yes to themselves. They don't get that new possibility to become a reality for them. But here's the part that we're missing the real disservice when you're out there doing all the wonderful marketing that we all do and you're not making an offer, please don't shoot the messenger. You are doing the heavy lifting for your competition. And that's why we have 25 year veterans in this room that really should be owning their market space. And the six month newbies, the guys who just started out, they're coming in and getting the business because you're educating the market and they're making irresistible offers. So let's fix that. Let me show you the mechanics, exactly how to make your offers irresistible. It's quick, it's easy, but don't mistake it. It's very powerful. So you want to break your offers down always into three parts. Okay? The first part we call the main dish. The main dish is just the main way that you deliver that transformation or outcome that you provide. So if it's a three day seminar, a 90 day plan, an ebook, something online, however you deliver it, that's your main dish. The next we call bonuses. Now this is where we start to go from offer to irresistible offer. And I've got a couple rules around bonuses. Here they are. They need to be few, as in one or two, maybe three, and tightly related. So the bonus should actually have something to do with the offer. The person who paid money for the offer for the main dish, they should want to pay money also for the bonus and then they get it free. At that point it makes a huge difference and it can pop. Sales that you are working hard and following up to ad nauseam to be on the spot sales again in any industry. In our business with our Speak to Sell virtual boot camp, we know that the next problem our clients will have is how to get booked. So the bonus is our get booked toolkit. When people realize that, they jump in right away. And the third one is limiters. And this is where people are losing the most sales and the most time limiters. There's really two main limiters, easy to remember, powerful to apply time. So the limiter of time, whether you are speaking on a stage and you want to have people run to the back of the room and the time is this break only. Or maybe you're in a corporate environment and you know they tell you that it's going to be about 30 days and you suggest that if they could get back to you by Friday. Before you were to book your next trip out to their area, you'd actually add on an additional half day to train their staff. A $5,000 value just let you know. You'd be shocked how much red tape gets passed when you just add that limiter of time in any situation. And the other quantity. So whether you are selling your new health program and you say the first people that grab this program, we're going to put a pedometer on you right now so you can start tracking your steps and enjoying that transformation today.

Right?

You want to have quantity. Whether it's the number of appointments you can take in a week, something real that you create, time, quantity. You can also combine those. So the bottom line is, if you want to make a difference in the world, which I know we all do, and you want to make great money doing it, you want to sell without being pushy or salesy. Structure is what gives you freedom and confidence to make your offers and make the difference you were made for.

I'm going to start with just showing you two quick pictures. So I'm going to flash a lot of things that you're not going to actually be able to see a lot. But the main things I actually want you to see are actually the things in red. So 7% and 15%. So I'm going to explain those pictures in a minute. The question is how. So what I'm going to cover in this talk is how to create a frame. How to actually have the people who are watching your messages or experiencing your material being in an environment like this. How to put the correct lenses on them. That's actually what Robert Cialdini's work is all about. And then ultimately, how to get people to make big decisions. How to make people or get people to take action. That's basically what this is all about. And I actually, Gina, I'm pretty sure that this is the wrong set of slides. I'm pretty confident this is the wrong set of slides. Anyways, that's me and Joel practicing this. I gave this talk at 100k about a month ago and so I decided to reshare it. Anyways, we'll start with Robert Cialdini. So here are some of the quotes. He said. There's a critical insight for those who want to learn to be more influential. The best persuaders become so through pre suasion, the process of arranging for recipients to be receptive to a message before they encounter it. To persuade optimally, then it is necessary to pre suede optimally. But how? In part, the answer involves an essential but poorly appreciated tenant of all communication. So this is the key. What we present first changes what people experience. So what we present first changes the way people experience what we present to them next. That's the key. It's all about creating the context. And then when you create the context, you shape everything. So I'm just going to share with you one of my favorite psychological studies. This is a really funny study. You can look it up if you want. It's called Mind Over Milkshake. As you can see in the picture, basically there was two groups. One group was given a milkshake that they were said was very healthy, low fat, gluten free, all those things, 104 calories. The other group was told that the milkshake that they were drinking was indulgent, totally filled with brownies, all sorts of stuff, 600 calories. The truth is that both of them were the exact same milkshake. This was all about framing. What the psychologists did is they ended up testing the people's blood and kind of the biological response of what happened after people took these milkshakes. And basically what it showed is that people had different physiological responses based on the framing of what they thought. There's a lot of interesting, kind of like the more stuff that Jamie Hope would understand kind of component of all that stuff. But basically the idea is that your framing not only influences your insights and your mindset, it literally influences your biology. So now I'm going to talk about how I've applied that principle to webinars recently.

Hey, I hope you're enjoying this video and I want to let you know that I have a new book that's come out and if you'd like to get it absolutely free, there's a link below in the description. Or you, you can wait till the.

End of this video or you can.

Simply go to joe'sfreebook.com and you can.

Get a copy there.

So this is a video that people land on when they come to my webinars. And basically what I say when people come to this video is I actually tell them that I don't want them to watch my webinar. I tell them that it would be a waste of time for them to watch my 60 minute training if they don't have the right perspective. I would rather them not consume more information. They already consume so much information online and it's going to be a wasted 60 minutes. Both my wasted 60 minutes and their wasted 60 minutes. If they do not have the right perspective. And so when they click that registration button, I say if you really want to watch this webinar, I want you to watch it from the right perspective. And so I've put together a seven minute video that's going to help you get into the right perspective. It's one of the things that Joe says, it's one of the things that Robert Cialdini says you have to have the right mindset and the right setting, set and setting in order to have a transformational experience. That's actually true of therapy as well. Joe said it, he, he said people go to therapy not for information, they go for an experience. And so if you want people to have the right experience, they have to have the right perspective because you've got to create the right context. And so basically what then happens is when people click the registration button, they go through this pre webinar training. It's seven minutes long, they watch it. And I just teach them a bunch of stuff that I'm going to already teach them in the webinar. But one of the things I do at the very end is, and I don't see a clock either on a 10 minute thing. So hopefully I'm not going too far overboard. But anyways, at the end of the training, I make an offer, essentially a tripwire offer. I offer them a $7 journaling course. And one of the things I say is if you buy this course, you don't have to buy this course in order to watch the webinar. You've actually already registered for the webinar. But if you buy this course, two things are going to happen. You're going to be able to go through a few exercises that are going to help you have a much more powerful experience with the webinar. But also by spending $7 on this thing, we. Good, good. By spending $7 on this journaling course, you're also going to be invested. So this is one of the things that Joe says, let's see here. Joe Polish, Ph.D. he says if they don't pay, they don't pay attention. So one of the things I actually say at the end of that seven minute thing is I say, look, you don't have to buy this, but if you do buy it, you're going to have a completely different mindset for the webinar. It's only $7 to buy this journaling course, but it's essentially like buying a ticket. And if you're more invested, you're going to have far more commitment and you're going to have a different lens. And that $7 lens could be worth a lot of money to you. It's just like why we paid $25,000 to be in this room. The information we get in this room is valuable in a lot of ways because we're so invested financially. It puts on a different set of lenses and commitments. And so I just, I literally explain all this to them. And one of the things as part of the pre suasion principles is that you're striving to align their identity with what they're trying to accomplish. And obviously you're striving to have part of that be that they're making a decision that you're trying to help them make. You're trying to. And so that's actually one of the things that Dan Sullivan says that's what marketing is and selling is that you're helping people get intellectually interested or stimulated and emotionally committed to making a decision. And so this is just all part of training their identity. And really what the context is that you're creating is their future self. You're creating a context that they already want. It's their future self. And so they're coming at it from that perspective. And so these are all just things that I say in a lot kind of quicker stream in that seven minute video. And so over a six, this was without it over a six month period of time. And it's a very similar funnel. I made that much money on a funnel selling a particular online course by just adding. And these are two separate webinars. But by adding the $7 offer, so you can see the $7 offer and then the thing down below it, I've actually sold probably 4 or 5,000 of the journaling course, which is $7. But what happened is that the conversion rate of the actual thing I'm selling, which is an online course, between 500 and $1,000. That conversion rate almost doubled on the sales page. Because you can test the sales page, you can see how much people when they land on a sales page. So before the sales page conversion rate was 7%. That was the first picture I showed you the conversion rate on the same sales page. Essentially a little tweaks, but not really is now 12. Actually no, it's 15%. So the conversion rate on the sales page doubled by adding in this pre suasion component. And it happened for a few reasons. One is because far more of the people who are at the webinar now actually paid to be at the webinar. Thousands of people have now paid $7 to watch the webinar that used to be free. Those people are far more likely to buy the program. But also for me, who's someone who wanted to give material that was useful, I wanted them to have the right perspective. I wanted them to have the right perspective, the right lenses, so that when they watched the webinar, it was a transformational experience. Not just them consuming more information. This is the sales page. Pretty much the same thing as it was before. Another kind of very important principle that I've learned about pre suasion that this is something that has fundamentally improved the program. So I've had thousands of people go through this online program that I sell. It's a year long experience. And one of the things that I've learned after having thousands of people go through it is that a lot of people, I actually have far lower refund rates than typical. But when people join a program like mine, and even if they join Genius Network, there's a lot of new information that they have to gather in order to be successful in that new environment. So when I give them this new online course, a lot of the feedback we got was that people felt overwhelmed. People were like, there's so much information, I don't know if I can apply it all. And so what we then did is we built an onboarding program. So my program's called amp. And so what we did is we designed an AMP warm up program. There's about 300 people in it right now. And actually a lot of the former people who have been in AMP for like six months who are floundering, we put them back in this program. And essentially what this onboarding prep kit program is, there's a video at the beginning. And I say, this is after they've bought my program. I say, you actually can't have access to my program or not my program, but you can't have access to AMP what you purchased until after you go through this prep program. This is a buffer. And essentially I explain to them the core mindsets, the core things that they need to understand in order to be successful with a thing that they just bought. And they actually have to accomplish a few requirements in order to actually get access to what they bought. And by doing this, by creating this AMP warm up program and it's essentially like a buffer. I mean, our refunds are so low, but people are so happy because when they walk in, they're no longer overwhelmed. They can take this program at whatever pace they want. And that's one thing I tell them about you take this at whatever pace you want. The fastest you can do it is in two weeks, if you're really a rock star. And then once people actually get into the program that they bought, they have such better results, not only because they worked for it, but because now they're ready for it. They've got the right mindset for it. They've actually got. They actually know how to do it rather than just jumping onto, like, a rocket ship. So this is the thing that me and Joe actually have been working on. Joe filmed an onboarding process. He spent three hours filming some of the most amazing stuff, helping people to, when they join Genius Network, prep their mindset so that once they come to these meetings, they know exactly how to actually execute at the highest level. So I'm now going to finish. But These are the two pictures. 7% versus 15%. The difference was persuasion. So my question for you is, are you guys going to persuade?

And in this talk, Elko will show you exactly, step by step, how to build your own army of powerful influencers. Elko's title is how to build an army of influencers to promote your products. Please join me in welcoming Elko.

Thank you, Tim. So today I'm going to talk about how to build an army of influencers. So in this picture, you'll see a lot of people that I have no clue who they are, but they all have one thing in common as they're holding up my book. And this is my Dutch book that I'm selling. I've been selling this book for over eight years, and we've seen a big growth in sales in the last couple of months simply because we started using this technique that I'm going to share with you today. So how does it work? How can you get an army of influencers promoting your book or your product, your offer, whatever it is that you want to offer? Well, it's very simple. What you do is you pay influencers to post about your offer. And this is a book, in my case. So let me see. And that's it. You just pay people to promote your product, and that's about it. So why would you want to do that? Well, first of all, you can have very fast growth if you have other people, other influencers. So an influencer could be somebody on Instagram with a large following or not even that big of a following, and they start promoting your book. They put a post or maybe a story where they talk about your book, and then they say, like, swipe up to get the book. Works very well, so you have fast growth, you have a lot of social proof. So I get a lot of messages from people that I know that send me screenshots of other people that are promoting my book. And again, I don't have a clue who these people are. I'm gonna talk about how it comes that I don't have a clue. So what you're gonna have is you have a lot of messages from people that say, like, hey, everybody is talking about your book because from a lot of different influencers, they're promoting your product versus hey, man, I see your ads all the time. So also, it's very profitable. If you do it well, it could be way cheaper than normal ads and for example, Facebook ads or YouTube ads or stuff like that. So how do you do that? How do you have an army of influencers? Step number one, and I will send all of you guys the step by step plan. I'll send it to Eunice and she'll send it to all of you guys. But step number one is slide in the dm. The DM is a direct messaging system of Instagram. It's very simple. You ask for their physical address. So you tell them, okay, I got a free gift and can we surprise you with a free gift free of charge? Step number two, and very important before you go to step number two, even before we go to step number one, is who not how. So I said, I have no clue who all these people are. The whole strategy that I'm explaining to you right now, I have not invested any hours of my personal time in it. It's just one person in my team, actually two people in my team that are consistently doing these steps. So it's not my hours, and as we all know, who not how, is the way to grow. So if you want to apply this step by step system, I would advise you not to do it yourself, but have somebody that you can trust to do this, and then it can be very profitable. Step number two, first you ask for the address. Step number two is you send the book for free. And you don't charge shipping costs. You just send them the book or your product or whatever it is that you have for free. Step number three, oftentimes, and that's a bonus, that's not step number three, but it's a bonus. Oftentimes when they get your book for free or your product for free, they already posted on their social media. Not all of them, a lot of them don't, but a lot of them do as well. So they. That's A free promotion. But that's not even, not even the goal of this step by step plan. Step number 3A. Sometimes they receive, they respond like, hey man, thank you for the book. That's amazing. And then you respond to their message after they receive the book and you ask if they are open for a paid promo. So you send the book, then they reply on DM like, hey, I got your book. It's amazing. Thank you so much. And then you reply and ask them if they want to promote it to their following as a paid promotion. So you just pay them. Or step number 3B is if they don't respond after they got the book, if they don't out of themselves respond, you just follow up, say, hey, I think you got the package? Did you get it in good order? And what do you think of it? So that's step number 3B. And then you just ask them like, hey man, can you, can we do a paid promotion? And what you then do, if the price is right, you agree. You don't negotiate, but you agree. You never negotiate on the price. You just agree or you don't agree. You're like, okay, it's too much, but thank you so much. So what you see in this image as well is I'll just say like, all right, let's go for it. We're easy partners.

Hey, I hope you're enjoying this video. And I want to let you know that I have a new book that's come out and if you'd like to.

Get it absolutely free, there's a link.

Below in the description.

Or you can wait till the end of this video or you can simply.

Go to Joe's freebook.com and you can.

Get a copy there.

Step number five is pay them fast. So if they say like, yeah, it's a hundred bucks or it's 500 bucks or whatever, if they send the Invoice, pay within 24 hours, they love it. They'll be like, wow, this is. You're the best partner that we ever had. And then they start promoting it on their Instagram in this case. And then what you have to do is track the sales. So, for example, you pay 500 bucks. They start promoting and they see like, hey man, we only got like 14 sales of a book or we got like 140 sales of the book. That's when you see when you have a winner or not. So is it a winner? Is it a winner? For example, in this case, I don't even know, but we might have paid like 500 bucks. For this promotion. And you see these are book sales and this is all within one hour. And this is within one hour. So probably we had like over 100 book sales just from this one promotion. We paid 500 bucks, which means that we only paid like five, five dollars per book that we sold. So that's a winner. And if it's a winner, what you're going to do when you have a winner is you schedule another promotion. And this is the goal of this step by step system. When you have an influencer that has a really good engagement with his or her audience and he or she gets a lot of results for you, then you schedule another promo, let's say other month, the next month, and another promo and another one, and another one. Because they are gold for you. They are like your sales reps, but they're way more effective because they can close in larger amounts and they're oftentimes pretty cheap. So with this whole system, this is my long term vision. I want to build an army of influencers that are happy to get paid and happy to promote at any time. So at any time that I want to send out a promo for a new product, a new course, a new webinar, new offer, a new opt in page, whatever it is, we send them an email and they promote to their following and boom, we have omnipresence for years to come. So I want to build an army for years to come. So reasons why I like this. First of all, it cost me zero hours of my time because I have a who and I have a system. And this is extremely scalable as well. There's almost no technical stuff, no ad accounts, no click through rates, no nothing. It's just very basic, but it works very well. There's consistent traction around my brand simply because all of these influencers keep on posting about this guy with his book and he's amazing. And of course they know the right words to say because we teach them what to say. This is not depending on algorithms, Facebook or Google policy, or you know, whenever your Facebook account is banned or your Google account is banned, doesn't matter. This is your own assets, like your partners are your assets. You'll have consistent sales. So whenever you do this and you do it well, you have consistent sales. So let's say you have a new influencer every day that promotes the book. It keeps on going and going and going. There's no need to ask for a favor. So you know, you can also work with other people like JV or affiliates, but it's asking For a favor. I'm very bad at asking for favors and I oftentimes don't like to return the favor if I'm not a big fan of like what they're offering or whatever. But now they can just promote me and we just pay them. It's very good for your follower growth. As you see, they always not just promoting the book, but also promoting my brand. So my ad ilkerdebour handle, it's growth on demand. Like you just send them a message and they'll promote for you. And then you have growth on demand. There's unlimited potential. This is just in Holland and we just been doing this for like two months. The potential of this is crazy. And again, this is just Holland. Like it's super small, but it's been super effective already. So I got some bonus tips for you. Bonus tip number one is you got Instagram posts, so in the timeline of somebody on Instagram, but you also have Instagram stories. And stories is where they can say swipe up and stories, they work much better than Instagram posts. So we have much better results. If people promote on their stories and they oftentimes would like to promote on stories, they prefer to promote on stories as well. So that's a good thing. Bonus tip. So that's the difference between a post and a story. On the left you see a post which is good, but on the right you see a story and then they can swipe up which is even better. Bonus tip number two is give influencers clear instructions but challenge them to be creative. So I have an audio you see at the right. You see I made a little audio of a couple of minutes where I explain to them what I like to see whenever they're promoting. And so I give them a three step thing. So step number one is that they're in screen and they're having my book in their hands. And then they talk a little bit about what impact I made on them or the book made on them. And then they talk about the reason why people can get the book now for free. It's because there's some spelling mistakes in the book and then they need to say swipe up. So I got a simple three step plan and most of them, they follow it and converts very well. Bonus tip number three is give your who the permission to close deals. So I told my who. So I have two who's who are doing this. I told them like you decide on the deals. I mean if it's really large deals like a thousand euros and up or 2 or 3 or €4,000 and up. Just ask for permission from me, but anything up to a thousand bucks, you decide to close the deal and I'll get the invoice and I'll pay the invoice and afterwards we'll start, we will see if it worked, yes or no. So this is how you learn quickly. So I just trust, but I verify afterwards if they are great deals. Bonus tip number four. Very important, something that a lot of people don't see and don't think about is you got micro influencers. So for example, people with 8 to 80,000 followers on Instagram, you also got like the bigger influencer, like 100 plus thousand followers on Instagram. We noticed that the micro influencers have way better engagement with their following. Very good results. They tend to want to work harder for you, so they have better promotions. They're more happy with a promotion because they're smaller and they're way, way cheaper. So let's say somebody with like 10,000 followers is not 10 times cheaper than somebody with 100,000 followers. It's oftentimes like, like 20 times cheaper. But the results are like way bigger compared to the amount of followers. Bonus tip number five, think outside of your target market. So this is a famous Dutch guy. He's a, he's a hip hop artist. And this is crazy. Like he has a good amount of following, like 50 or 60,000 people. And on the left, so on the right you see him with my book. And on the left he says, and this is Dutch again because I didn't have the time to translate. But he says, I just smoked a big fat blunt and I've been thinking. And then he starts to pitch me, so. Which is very funny. This is outside of my target market. I'm not. My target market is not potheads, not people who smoke a lot of weed. But he has a big following and they really love him. He has good vibes. And a lot of people based on his promotion started buying the book. And he already promoted twice for us. So he's a great partner. The crazy thing is again, he only charged 100 bucks. 100 bucks and he got like 50 or 60,000 followers. Bonus tip number seven, use a second Instagram account for your who? So you keep your personal Instagram account safe. So I don't want to communicate from my name when it's not from me personally. So we have a second account which is on the right, the Winston account. And so my who's on that account? And they, they target people, they send them DMs and they talk about me, but it's not from my personal account. So. So they're not in my account, they don't see my DMs, all that stuff. And so that's, that's much better. So that's bonus tip number six. So in closing, why would you want to build an army of influencers and why could it be an amazing growth strategy for, for all of us at Genius Network? Well, if you build an army of influencers that are happy to get paid and happy to promote at any time for years to come, you will have amazing results. It cost literally zero hours of your time. If you have a who, there's almost no technical stuff. You will have consistent traction around your brand. It's not depending on algorithms or Facebook or Google policies or bands or all of that stuff. You will have consistent sales. No need to ask for a favor because you simply pay them. You'll have a lot of follower growth because they're mentioning your name. As you see here, there's growth on demand. So anytime you want to grow, have them promote your product or your offer. There's unlimited potential. And again, this is just Holland. Imagine going bigger. So there is so much gold out there, you just have to be willing to pick it up or have some who's that can pick it up for you. Thank you.

I actually do my homework on stuff and I, when I was talking to Steven yesterday, I was like, you know what? And I'd even asked, I asked Joe this and I talked to Susan. I was like, what, what will be the most helpful thing for people? And I think, you know, the only way that anyone ever does well with marketing is they gotta appreciate it and respect it. When people say I don't like marketing or marketing isn't important, that's like saying I really don't like oxygen. You know that oxygen just isn't really that big of a thing. I mean, hold your breath for three minutes and see how gasping for air kind of sucks. And if you don't utilize marketing and appreciate marketing and reframe it, we can take any painting here, you know, any painting, and we can duct tape it to the wall and it's going to look a certain way. If you put it in a nice frame, you position it with, well, it's going to look completely different. Your whole business is that way. Some of you can make incredibly beautiful art, but then you don't do the same thing for yourself. You don't create bio videos, you don't make your brand. And the way you Position yourself desirable and attractive and awesome and so you cannot bore people into buying. You're not even going to create a desire that all already doesn't pre exist. And so what I would encourage you to do and I'll do some Q and A if we have time for that. And if we don't, I will be happy to hang around because more than anything, it's really hard to share 20 years worth of marketing experience in a short talk. But I have a couple hundred hours of amazing content with some of the world's greatest thinkers in business and entrepreneurship and in marketing that I will share with all of you for free. I'm not going to going to try to sell any of you guys anything. I'm happy to just provide this stuff because I'm going to actually take Joe as a case study and I'm going to, he's going to teach me how to be like a better artist than I am and he's going to actually show me how to throw. Thank you. Thank you, but no. We're going to throw some pots and we're going to videotape this stuff and I'm actually going to see if we can actually create a multi million dollar campaign with Joe's art because the guy's incredibly talented and he already does what he's made a living doing this. I'm going to do a skunk's work thing and I'm going to see if we can actually utilize him as a killer case study. And if we document it, we'll share it with you guys next year when you all come here and do that. So I'll do Q and A. I'll do whatever I can to be useful. Does the carpet cleaning thing seem not to resonate with all? With anyone. Does it resonate? Okay, I like it because it's again, if you have to figure out how to sell something nobody wants to buy, you have to figure out how to persuade. Let me share with you a couple of things. The number one question in all consumers minds is who can I trust? All of you are walking like if I was trying to sell something. All of you right now, you just met me. Other than Joe came up and said something nice about me. Susan did. Maybe you saw a video about mine. Whatever. So because they introduced me, there's this implied this guy maybe knows what he's talking about. But none of you really know me. So you don't know if I'm a good person. You don't know what my motivations are. You don't know if you can trust me, whatever. So the whole process of doing business with someone is rapport. That's why McDonald's, although you should never eat that food or Pizza Hut. I saw Krispy Kreme doughnuts, which is hysterical. But Basically people, people. McDonald's is not the best food in the world, but it's the biggest restaurant chain in the world. You can go into any country and it's familiarity. So there's a certain level of even though it's not good food, you can trust it to a degree. If you can trust that it's crappy food and not healthy for you, but maybe, you know you're not going to get food poisoning. But here's the interesting thing, and I've thought about a lot of stuff with related to business. The number one question is who can I trust? Your job as an entrepreneur is to establish trust and rapport with people. And it is so much harder to make the first sale than it is to make additional sales. It's so much harder to get a cold prospect to do business with you or to buy into something unless they just happen to see something you have and they love it and then boom. And that does happen here. So that's the interesting thing about art. I'm the type of guy guy that if I walk around and I see it, I'm like, I want that. And I'm also in the position where I can buy most things that I want. I mean, I net over a million a year, so I have money where I can actually buy stuff. But at the same time I'm not a chump. And I also know that a lot of the, and this is maybe the worst thing to say to a group of artists. I think a lot of art that is put out in the world as art is simply pollution. But it has a great marketing story attached to, attached to it. So they're like, oh, this is real art. But I look at some art and I'm like, what the hell? Lack of creativity, insane sort of brain created this. But again, if you can sell it and you can, I appreciate that sort of stuff. But then there's other art, which is incredibly powerful. And so the whole thing with trust, when you're selling like carpet cleaning services, nobody wants to buy it. So when I first started reading about direct response marketing, which is the type of marketing I use, it's very copy intensive, using powerful words. And so I have one of my first marketing tools. I think you guys will crack up at this. But one of the very first things that I created was a consumer guide to carpet Cleaning. Now I learned marketing. Before the Internet, there was no Internet and we were using direct mail, which I'm still a huge fan of direct mail. If I could only rely on one method of. Of selling my services, what I sell, I would use direct mail. There's less noise in people's mailboxes today than ever before in history because so much attention has been put on the Internet. Now. We make a lot of money on the Internet. I have many websites, we do a lot of conversion, all that sort of stuff. And certainly all my podcasts are delivered because of technology. But I love direct mail. So back in the day, all my competitors were running prices, advertising. Like I said earlier, if you don't have a system for selling your services, every consumer has a system for buying, and it's price. Because when you don't know what something costs and you're interested in hiring a plumber, or you're going to get your house painted, or you're going to buy an article of clothing, or people are walking around here and you don't have prices on your art and they want it, what's the first thing they typically ask you? Yeah, how much you charge. Well, the reason you ask how much you. And you all do it, every one of you does this is because you don't know any other way to make a buying decision. So you would have people call me up if they ever called me up and say, how much you charge for carpet cleaning? Because I didn't really know quite how to price. So I was using price advertising, and I hated that question because I would be on the phone with someone, normally a woman, for anywhere, 15, 20 minutes, explaining my method, what it is I do, and she'd say, let me talk to my. My husband or let me think about it, and I'll call you back. And I did that over and over again, and I was like, what a waste of freaking time. This just sucks. But why are they asking me that? I mean, because they don't have any other criteria to make up price. And if I advertise price, that's the bait. You know, if you don't like the fish, you got to look at what's the bait you're using to catch them. You know, people have disdain for their clients because all these people care about is price. But you're fishing with price. You know, if you don't like the. Only the hungriest fish will snap at the crappiest bait. So it's kind of like, well, what are you fishing with. So I read this. I read a lot of stuff from a guy named Gary Halbert. He was a copywriter. He was the first guy I learned marketing from. And he said that any problem in the world could be solved with the right sales letter. And I would encourage you to write that down or think about it. Any problem in the world could be solved at the right sales letter. When I first heard that, I was like, there's many problems that can't be solved with a sales letter. What if you have cancer? What if you have a relationship problem? What if you don't have good health? As a matter of fact, most of those problems can be solved or at least assisted with a sales letter. Because all a sales letter is are words that are designed to persuade people in order to do something.

Okay, I hope you found that video awesome and useful. So if you want to get a free copy of my book, I want you to click here. And if you want to watch some more videos that will be useful and awesome, click here.

Go ahead. They're over here.

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Watch them.