How to Attract and Convert More High-End Clients Even If You Hate Selling with Joe Polish, Dean Jackson, and Alex Mandossian - I Love Marketing #406

Many marketers sell themselves short because they're not as good as they think they are. In many cases, they're better. And they just need to keep teaching the same content but from a different angle, like a different facet on a diamond. You know, it's the same thing, but you're just looking at it from a different angle, where you're learning more and getting more in. There's this gap between literacy and fluency. So repurposing allows that transition to be a lot more fluid.

If you'd like to join world renowned entrepreneurs at the next Genius Network event or want to learn more about Genius network, go to geniusnetwork.com this week we are revisiting a previous episode. Here are some of the best highlights.

The premise is storytelling is the new selling. And instead of closing, do the seating and then they'll close themselves. Jeffrey Gittermer says, you know, people hate to be sold, but they love to buy. So that's the premise for people who are afraid to sell. And I figured there's so many of them, maybe I'll get an audience. Maybe not on this show, but other shows. There are a lot of people who hate to sell.

I always look at it as taking and engineering the interaction with one person. What would it take to have a dialogue, an actual, you know, conversational journey with one person from they don't know you, they, you know, all the way through to them becoming a client. People talk about know you like you, trust you, but they always read that as one statement, know you like you, trust you, right? All blended. Where we really have the opportunity is if we approach them individually, like, know you full stop. Like you full stop, trust you full stop. You know that you've got. Each one of those is a win. To take it from somebody who doesn't know you to now they know you. That's, that's a progression, you know, and now that they know you, do they like you? And I think a lot of that goes with are. Is what you're saying resonating? Are you, are you getting and joining in on the conversation that that's going on in their mind? And are you through those conversations evidencing that this is trusty, right? That are other. What are other people saying about this? What other results are people getting? And I think you can totally do all of those things without a, you know, without feeling like you're just trying to get people to buy.

Right now, the first sale is the hardest. Once people go through that, unless you do something egregiously violating the person's trust, I mean, just doing something stupid, you're always going to maintain that level. Kind of like a water pump, you know, it takes 100 pumps to get it from the, from the basin and the water comes up all the way, you know, old school, like on a farm. But after a while, you know, you don't have to pump a bunch and the water's coming out because you've created this vacuum. And I think relationship capital, which is part of the topic today, is so important. So it becomes faster with existing. No, like, no period, like period trust period. Candidates that have gone through and you know, the second enrollment or sale is easier for that reason. Where I focus on is going cold to hot, actually going from ice to steam, right? Ice, a block of ice. Then, you know, cold, then warm, then hot, then steam. That's, I mean it's changing, you know, the physical consistency of water. And that's how a sail is. I don't think there are three stages, you know, cold, warm, hot. I think there's ice to steam. So that's what I focus on.

Actually caring about your clients in the same way that you would care about a friend, someone that's a real important human to you. You're not trying to push things onto them in a way. You know, you can't force a plant or a tree to grow quicker than it can actually grow. I mean, and that's what happens is people try to force a sale before they've actually, you know, prepared and even made sure it's the right thing.

They have to be willing to engage, they have to be friendly and cooperative. They have to know what they want, know when they want it, and, and want us to help them. So why not just start with the first one, right?

Let's just engage in a dialogue and when somebody opts in, send them an.

Email that says, hey Alex, thanks for downloading the adult acne Cure. How often do you get breakouts?

First you have the offer, so you got to know what you have, right? And the offer is whatever it is. So I look at three offers going into the future. Lisa Sack of It's taught me that, you know, PSPs, problem solution, problem solution, problem solution. And sometimes it takes three years. For me, it's what happens in the discovery session, right? So I have like a 20 minute explanation, 13 questions, boom. And then a few days later, you know, we're communicating and dialoguing is if would you be interested? I've used a nine word email for this, by the way. Competition. We get them any way they can to come to an intake page. An intake is like an application, but it's more like a diagnosis. And this is all robotic. No human to human except through the Internet, through mobile, texting in, etc. Sometimes through our help desk. So through our online support, the account for that intake page is a video of me explaining what's down below. And this has been tested with lots of digital marketers, many of whom are ingenious network. The thank you page is another video, very brief, of me saying look, I don't know if you qualify or don't. We're processing, you know, your intake, we're going to diagnose it. But if you'd like to participate in a discovery session, it's not a strategy session, discovery session, just you got to put in a refundable deposit. So the deposit ranges from 100 to 500 bucks. I'd like 150. 150 bucks, sweet spot. So just to participate in the discovery session with one of our coaches, they put down 150 bucks. Many times we authorize the credit card, we don't even charge it. But if they don't show up, we charge them. Now that's key because once I learned that people showed up and those people converted four to six times better than the no cost showing up at sub recession people. Now there's human interaction intervention after about four to five steps of pre qualification where they've gone through a sequence of hoops. That's marketing. The marketing is the gravity that's pulling through the sale. But there's not one transaction, there's not one close, there's probably two to 300 mini trial closes along the way where we're tapping the rock and at the very end then we start and then if they say yes and we say yes, we indoctrinate them. And on that, you know, 150th tap of the rock, you know that metaphor, it splits and we have a new sale. So that's the high end process that you know, we devised. And you know, it's, it's templatized, there's a funnel for it. I can't wait to show you guys because you know, it works after like three or four years, it's not a fluke anymore. But the biggest takeaway is there's no rejection. I mean there is some like, let's say they lied, but there's very little. And the, it's not the rejection that the person feels who's going to do the selling, it's the anticipating of the rejection and that really awkward moment from when they go from teaching or fact finding to sales. But if you can, if you can take the seam out of that process through robotics and dialogue, like I learned from both of you, then we're having a conversation at the very end where I have my ally who I've trained, the setter, and I'm just kind of dinking them over the cliff. And they're not going into the ocean, they're going into like a padded, a padded bed that's really comfortable for whatever next journey they're going to take.

You can have all the ingredients to bake bread or make pizza or whatever, but if you don't have yeast, you know the bread's not going to rise. And marketing and selling is what is needed to make the bread rise. You could have everything else. You could have products, you could have services, you could have concern and care. You could actually really be helpful to people. But if you don't have, if you don't have that necessary ingredient, the most important, you know, there's, there's very few people that go out of business. Not it does happen, but there's very few people that go out of business because they're selling too much.

I'm the message like Joe, you're the message with Genius Network. Okay. And Dean, you're the message with whatever it is you're launching. And then so in looking at a metaphor, the, the message is like the hub of a bicycle wheel. And then the market is the wheel itself. It's the outside part. And so a hub and a wheel of meaningless without spokes and repurposing is each spoke. One spokes a book, another spokes of Twitter tweet, another spokes, a Facebook live. Another spoke is Facebook post. Another Spoke is a YouTube channel. And you can have 30 spokes and connect the wheel so that you have a really strong wheel. You're the hub, that's the message. The spokes are the media sources, which I call the repurposing channels. And then the wheel is the market. Not everyone wants to buy something on television. Some people like to buy it in retail, some people buy on radio. So you have the same product or message. It doesn't even need to be sold. It could be free like this, but it's going to be received in different ways. And so I don't think people repurpose enough. I think rather than writing a book every two years like best selling authors, write one book and repurpose it for 10 years like Stephen Covey, the Thing with repurposing that people get, we get tired of our own stuff before our, our tribe does. And so one thing that Danny, I mean, taught me, which is the mastermind where my podcast was named, he said, look, there's a difference between literacy and fluency. So we get to, we get our tribe to just being literate at something, they get good, but to be really good at something, to be great at it, you know, from good to great, that's, that's fluency. And fluency takes time. Just like Joe said he was talking about, you know, took two years or three years for me to master this, if there's any doubt about that. Go and get a recipe book, find a cake recipe, look at that cake on the left hand side of the page, look at all the ingredients on the right hand side, follow the instructions and see if that frickin cake comes out the same way. It never does. Many marketers sell themselves short because they're not as good as they think they are. In many cases they're better and they just need to keep teaching the same content but from a different angle, like a different facet on a diamond. You know, it's the same thing, but you're just looking at it from a different angle where you're learning more and getting more in from it. And there's this gap between literacy and fluency. So repurposing allows that transition to be a lot more fluid.

I want you to talk about why seeding is the new selling, because I know you're really good at explaining this.

Seeding is the new selling means why sell? Why not just sprinkle seeds like you would seeds to a tree, right? And then see which ones take root and then that turns into a trunk, then branches, then leaves, and then fruit. It goes seeds to fruit and you don't know which seeds are going to take root. You never know. So you can seed through storytelling, you can seed through. For example, if you have a mentoring offer, it would be crazy to talk about coaching. You want to use the same seeding play language. So if you're offering mentoring, then make sure that you talk about mentoring, not coaching. A lot of the resentment of giving too much, not getting back, I believe is not always about not getting back from the other source. It's, it's about not being willing to receive it. And so if you, if you put up a wall, you're causing your own resentment. And I'm speaking for myself, I've caused my own resentments over the years of just being a crappy receiver. The final word for me is don't constipate the system for yourself, your family, your company, your colleagues. Be just as good of a receiver as, you know, a giver. And part of receiving is asking. You know, that's. That's half of it.

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