Secrets of A Chief Sales Officer - CIFC Episode 146

Hey guys. What's up? Matt here. Welcome to the episode of Coffee is for Closers. Today it's me and Anthony. Anthony is the chief sales officer of Sales Sniper. We're going to all things sales, all things dirty dogs.

Gypsies.

Gypsies, yeah. We're going to be talking all things how to optimize sales teams and just sort of talk shit about what it is like running 80 person sales team or the fucking this these days.

Something like that, man.

Yeah. So yeah, let's get into it. Ex special forces sniper turned entrepreneur. I've scaled numerous businesses to eight figures. My name is Matt Ryder, this is my podcast and I'm telling you to put that coffee down. Hey, we went to see Current Ray last night.

Interesting, wasn't it?

It was.

Not for the, not for the right reasons though.

Yeah, like it was. Right, so Current way big Australian business coach. Very talented guy. Been very successful. Like he said a fair few times, he's made $70 million over the last say seven years or whatever it was.

Yeah, seven years, 70 million.

Yeah.

I think that was the catch cry, which isn't bad.

He's been offline for a couple of years. I don't think a lot of people know this. Like I didn't know he had a stroke. This is his second stroke into 2021. So he has been out of action for a couple of years. But one thing that he does really well is content. He even said is like how many of you know? And I've been offline and no one put their hand up. He's like, yeah, it's because my team in the background are just content machines which. Yeah, give him props for that.

So like we went there just like because we like seeing people pitch. We like seeing like Obviously we paid a 47 for a VIP and I.

Still think they're missing a couple zeros on that vip, man.

Ah, bro. Yeah.

I mean but I mean like we got a red wristband and we got to enter three minutes early.

Yeah.

I'm going to frame the wristband as well because it was top quality.

It's pretty nice. Yeah. So like, you know, it was definitely like you could, when you looked around Everybody was like 50. So he was going after that like kind of biz op, I think like.

Yeah.

Tried a few things and failed type crowd.

Yeah.

Which definitely was definitely, I think like with what he was talking about a lot of it was like social media basics. Right. But what he did give is he gave a really, really good strategy which is the same strategy that we Use which we talked about, which is like that reach and conversion conversion channel.

Yep.

So it's like, you know, do a video remarket to that and remarket to them. Remark to them. To them, then hit them with an offer.

Yeah.

And then remarket, remarket marketing. By the time you kind of get down, like you've delivered so much value and content that like, it's an easier sale.

Yeah, it's great for anybody that hasn't marketed before on Facebook or thinks it doesn't work. So what, like, what if what he was offering to who he was offering to and who was in the room. Yeah, not me and you, but everybody else.

Was a very legit marketing strategy.

Yeah, very legit.

And it will work like, like I can see why he would get testimonials because, like teaching that it. It works like we sort of figured it out in the same way that he sort of figured it out. That's why we've been doing a podcast for three years. Because it's like you have your macro content turn into your micro content. You market your micro content, sends them back to the macro content, then from there they research you. Then you retarget those people with ads and bada boom. You get cheap leads.

Cool. Shakala.

It's cheap leads if you don't. I mean, like, it's still much cheaper but like it's a lot more effort.

A lot more work.

So there's money that goes into that. I think, like all that between sales sniper and seventh level, we spend like probably $60,000 a month on content and like all the sort of people and yeah. Stuff that we do. Because Jeremy does four reels a day, four TikToks a day, four YouTube shorts a day, two podcasts a week and one long form YouTube. And then I have obviously a podcast, one long form YouTube, one real, one TikTok, one getting after it per day. So like, you know, there's plenty of things out there.

Right.

What do you think of the sales process? Let's look.

It's terrible. It's absolutely terrible.

So the words out of my mouth.

Yeah. Like, he's actually. He's clearly a very talented speaker and I would love it if he would like, this is real, genuine feedback that I would love him to get because I think he's actually really good at what he does. What I got across from the other night with him last night was like, I think Kerwin knows what he's doing.

Yeah.

Like, I think most business coaches are morons.

Yep.

I've said that many times. Most of them are just people who are never good enough at doing the thing. Same as most sales coaches. I think I hold the record for probably creating the most amount of terrible sales coaches and counting and more every year, every day.

Right.

So like. But yeah, like, so most business coaches, just people who couldn't do the thing, but they like are charismatic enough to convince people that they can teach them how to do the thing. That's most of them. Not all of them, but most of them.

Right.

So Kerwin's up on stage and we'd had the lucky thing of one of our clients, Aaron Sansoni, who's a phenomenal stage pitcher.

Really good.

Like really good. So we had a couple months before in the exact same venue, me and you had done back of the room sales, fucking schlapping people left, right and center, right. Younger crowd, I would say. But almost identical offer, right? So the offer is like three day event. Will like, as he says, nail it and scale it.

Right.

Fucking phenomenal name, by the way. So he goes in there, makes him do stuff, crushes the game. Sales, marketing, let's get things done. Let's take a massive immediate action, massive intermediate action, right? And then from there like they get results. When they get upsold, they've had a really good three days, they've seen what they can do and they have a mentor breathing over their neck and they get upset into a, you know, $30,000 a year long mastermind. Like I have no doubt that's the plan, right? Because he seeded K2. I think it was K2.

Was it?

Yeah, K2, they've thought about it.

Ascension.

The guy has really thought about the branding of it, right?

Yeah.

But what happened was like he. And again, I hope he hears this and I hope doesn't think I'm a douchebag. He, he needs to redo the whole pitch. So if we don't go into the count that like, I think he was overly mindsetty, which always does my head in. But I get it. Like you're playing to a demographic, you know, don't hate the player, hate the game type stuff. So I'll leave all that aside.

Yeah.

But like he did something when he started his pitch, right? He goes, who here would do this if this was free? This is before he let everyone know anything.

Buckle up.

And so he gets everyone to stand up. He's like, put your hands up. Right again, really good. Because now you're getting a micro commitment. Hand up. So everyone goes, who here? Put your fucking hands up. Like, put your hands Put your hands up. If you do this, if it's free, everyone's put their hands up. If you got your hand up, stand up. All right, sweet. Stand up. Me and you stayed sitting.

Yeah. Right.

Classy.

Keeping it classy.

Oh, yeah, Right.

But, like, now you've got 550 people out of a 600 person room standing.

Yep.

Now if we have a look at, like, human psychology. You've done the hard part because now sitting is the hard part.

Right.

So awkward to sit down after you're standing up. I mean, you're looking around, you're trying to sit, but you're not invisible. People see you sitting, people see you sitting. You don't want to do it.

Exactly.

And fear.

Exactly. So, like, now you're working, like, with human psychology of, like the herd mentality.

Yeah.

Now we're not sheep.

Yep.

Right up to that point. Let's break it down. So up to that point. Yeah, I thought it was going quite well. Pumping everyone up, motivating.

Yeah.

Who would do it if you're free?

There was a lot of overly transparent frames, I thought, but I get it to the Me and your sales for us. Yeah, we dissect that shit for a living.

Exactly. All day, every day.

All right, cool.

Then tell us about what happened next. Where me and you just looked at each other and, like, face palmed.

Yeah. Fully blown. We just went. We looked each other and go, I know he fucked it, right? So he's sitting there and he's gone, who the fuck would this. It was free. And then he goes like, and who would do this if it wasn't free? And then people were like. So he goes, there. So there isn't a man. He did this whole thing. I was like, it's not bad. I go, it could have been worded better. But I'll give him the benefit of the doubt because he has had some strokes and he's learning how to communicate. So there's a little bit of that.

Right.

So again, like, nothing bad on that.

Right.

Though he did a great job. Then from there he goes, okay, now sit down. And then he went through the fucking pitch. And we just went, what have you done? You have totally it. Because then his pitch, which didn't have enough offer stack, it was a little bit, like, vague. It was like, you get this, you get this, you get this, you get this. Like he.

That super vague.

And it should have been 20 minutes of pitch, but it was five.

And then he drops the price. And I was expecting to do a, a, a drop down in the Price. So he said, oh, it's, you know, X amount. But it's normally X amount. Did that back to front.

But yeah, he should have gone at 6,999.

Right.

Because he said it's 4,999, but you can do one. You can do 999 down and then five payments or whatever of 1,000. Right, whatever.

Right.

Then from there he goes, and it's usually 699. So I don't know if he just. That bit up.

Yeah, right.

To be honest, because, like, he should have gone high offer.

Right.

So 6,000, 999. But because you guys are taking massive action today and today only.

Yeah, right.

We're gonna do it for 4, 9, 9, 9, right. And we're gonna have all this and then from there. But it's like. But you know what? You guys have been so good today that for the next 30 minutes, we're gonna do it for this. And he should have done another price drop.

Right.

Biggest mistake, though, was getting to sit down. Because then after all of that, that aside, and then. All right, stand back up if you want to do it that 1/5, the room stood back up. Who was standing before?

No, it was like, dude, it was maybe 30 people.

There you go.

Out of 600, it was maybe 30. I was like, oh, no. And the problem with that is, like, the lay downs are going to stand up. Lay downs are like, never more than like, 5, 10.

Right.

But in that case, it was like, 2%.

Yeah.

You know, the other mistake I saw as well, right at the end.

So.

And we've got. We've got a previous event to. To relate it to, which is the sansoni, which was, you know, really well done. But at the end, it's like, all right, everyone's standing up. Go to the back of room. The team will take care of you. And everybody else have a good night. And then everybody else gets up, walk into the back. So it's easy for the people that were standing up even towards the end to just sneak out the door and walk out with everybody else. It was just disorganized.

It was. It was like the pitch was the afterthought. Yeah, the pitch should have been 20 minutes long. Like, it should have been. You get this, and this is worth this much. And look at the testimonials that you get with this. And we're gonna value stack it with this. And this is what you're gonna. It was like. It was just. It was really, really rushed.

Yeah, right.

And I don't know why. And then from there he said, okay, now if you're gonna fucking take action, stand up. Now that's tough, man. Like, asking someone to stand up in a room full of strangers and be vulnerable and say, I need this. Yeah, I need this.

Right.

That is so tough, man. That's why you got to do it the other way. You got to get people to commiserate, to be weak.

Yeah.

So they have to, like, it has to be easy to be strong and hard to be weak.

Right.

But in that. In the scenario he put them in, it was easy to be weak and hard to be strong.

Yeah. Right.

And so. And then what? One thing I love that he did, he hard pitched. He was like, point at people, you staring at them. Yeah.

Yeah.

Well done. So, like, I can tell, like, in a small environment, I think he'd be very good. You know what I mean? I think there was 6, 600 in the room. They did a mad job of packing it. But, like, if they just reworked some of that stuff.

Yeah.

Like, I think if I would have been organizing that and had him and, like, directed him what to do, I think they could have closed 100 people.

Yeah.

Like, and. And to give him a bit of, you know, leeway here. This was his second event back from his crash and his stroke. So we've never been to his previous event. Me and Matt don't know what was done previously. This could have been a part of that. But we're just purely assessing it from, like, a sales perspective, being there last night and just looking at it for what we saw.

And.

Yeah, and it was just. Yeah, it was. And then he kind of, like. It was weird because he said, like, all right, well done for those of you who are taking massive action. The rest of all, thank you so much for being here. Good night. Clap. And then he was like, I'm out. And he ran off stage.

Sayonara, boys.

Like, he ran. Yeah, like, off stage. Out the door, gone.

Yeah. Right?

And. Yeah, man, it's fucking bizarre.

Yeah.

It was interesting.

Like, you know, whereas, like, what Aaron did. I think we got to explain what Aaron did.

Yeah.

The level of savagery that it takes to do this.

Yeah.

The level of not give a fuck that it takes. So he sits there and he goes like. I think what he did is he. He does the big offer. He did the big offer. Stack.

50K, 55k. Offer. Stack. Stack. Stack. Stack.

Stack.

Massive offer. Stack.

4999. Whatever the fuck it was.

Right. Yeah.

I think he dropped it again.

Yeah.

4999 or he went to 7 and then he dropped it down to whatever.

3 he just kept doing, which is what we have to. It's seventh level, man. Like, we. In our last challenge, that's exactly how we do. It's like a 45 minute pitch for our.

For our.

For the big challenges that we do. And like, we had.

We had a few sales, didn't we?

We had 1200 people on the pitch. We sold 400 and something, but we had like 400, like nearly 400 declined for funding. So that means, like, we sold like nearly 800 people out of 1200 on a virtual stage.

Just a few, man.

Right?

Yeah, just a few. That's one or two.

Yeah.

So anyone ever says Jeremy pitch is too long, it's like, bro, you can't convert anyone near. You know, like Dean Graziosi, like, flexes over, closing like 3%. Yeah, like we're closing 70.

Yeah.

Like, that's fucking ludicrous.

Yeah, insane, man.

So, yeah, so Sensoni does the whole thing and then he gets them to. He gets him to stand up quite early, right?

Everybody's standing up during the, like the back end of the office. Stack everyone up, like, and then he drops it. Plus everyone's still up.

And then he doesn't say in anything. He just goes, who hears it? Like, who is gonna who here? Like, I think it's something about just like taking action. Yeah, who wants to take action? And no, I think he said, who wants to take action? Actually start working towards their goals. Put your hands up. Now, those of you with your hands up, stand up. And then he basically said, like, on a much longer way, those of you who are now standing up, go to the aisles. And like, the level of psychological emotional damage that he's doing these people is beautiful. And me and Anthony were saying they're like loving it best. Loving it. Because we were the back of the room of sales guys. We. We went there to just like coordinate their team of just, I don't know, like homeless people. They got, um. Right, right, right on, right. In order to do the back of the room sales. And then they were like, we just said, send everyone to us. Who has an objection. Yeah, you guys take the lay downs.

And we do the order taking.

Yeah, we were handing like five objections.

At once and there was a timer. We had six minutes, didn't we? On the clock? Yeah, something like that.

Just speed. Objection. Handling.

It's like, yeah, move on. Next.

Move on.

Yeah, but we got like an extra. We easy. Got an extra. 20, 25 sales.

Yes.

Like from just helping him out.

Yeah, definitely.

Yeah.

And. But yeah, so then from there he got him. He got him in. And again, Aaron's could have been done better. Yeah, but like, we came in very like last minute to help. If you had a team of salespeople and not just random volunteers who are clients, I think, like, man, you would knock it out of the park.

Yeah, man.

Like so. Because then you could have another room anyway. It's a whole. There's so many ways that you can do the back of the room sales just to just. Yeah, just destroy. So anyway, and then he gets him into the middle and then he gets him going to the aisles. So everyone's like hurting themselves in the aisles. And the people who are sitting down are like sitting down and feeling very, very awkward. Yeah, because I was like, why? He's in Denver.

It's just squirming. It was just awkward even seeing them.

Pushing people and the people that are in the aisles as well.

Like, even if they wanted to sit down, you can't sit down. If you're in the aisles, are you gonna walk from the AIs back to your seat? Like, you're not going to do that. Loser.

Yeah.

Are you a loser, bro?

Man, you're going to the back and you're taking out your wallet.

Yeah.

Then from there he's like. And then if you're in the aisles, because it's sort of like it's this like assumptive agreement.

Yeah.

Okay, well, if your hands up, you want to take action. If you want to take action, stand up. If you're standing up, you're someone who's going to take action. You have taken action because you stand it up. So if you want to continue that action, go to the aisles.

Yeah.

Now if you're in the aisles right now, everyone in the aisle go to the back of the room. So it's like you're just agreeing to do stuff. Like it's then from there, like he shoves everyone to the back of the room. So you can picture 300 people champagne.

Remember, first 20 people run to the back of the room and grab a champagne running.

We gotta get to the pitch. This pitch is fucking. Oh, yeah, but remember, there's like, there's like 200 people at the back and there's probably 100 people sitting down.

Right.

So now everyone is standing opposite the back or the action takers. Everyone is sitting down. So now he walks past everyone that's sitting down without creating any eye contact. It's like you're all dead to me.

Yeah, right.

Pretty much is what he said. Without saying anything, it was like, you're all dead to me. Then from there, he. He gets on a. He get. Mary got on the. In the chair.

Yeah.

In front of them.

Yeah.

Like, he was. Jesus. He's just like. Like, okay. And then I can't remember what he said, but he went through, like, another five minutes of, like, mindset action, taking what you're going to get, what kind of value this is.

And he says, when I say go, not before. And he would say something like that.

Yeah, he kept saying, and when I say go and not before?

Because he didn't do that now, remember, he didn't do the final drop until the moment like. Like drop. And then he said go.

Yeah, yeah.

Pretty sure that's what he did.

Yeah.

Because it ended up being. I think it was like. It was like 2500.

Yeah.

Yeah. Right. So everyone thinks it's 4, 9, 9, 9, which is great to do always. Like, it's always great to price anchor much higher and then dramatically slash it right to last minute. That's how you get them.

Yeah.

Because no matter what you say first, it just. It always feels expensive.

Yeah. Right.

So then from there, he gets the very back of the room and he's standing up and he's like. Because you guys are taking action today, huh?

Right? Yeah.

And he goes, and when I say go and not before, we only have 35 spots available. Price drop.

Right.

24, 99, whatever it was. And he goes, there are 39 spots available. There are 200 of you standing up. The first 20 people to take massive action today on this incredible deal. Pop champagne. You guys are. And you guys are gonna get to bring a partner or something, right?

Yeah.

And it was like. And when I say go, not before, you go to the back of the room and they'll help you sign up.

Go.

And it was fucking pandemonium.

It was sprinting, bro.

And then all of a sudden, you just heard boom. Boom. Corks popping, bottles popping. Boom, bro. I was like, well done. And then. And then.

So me and Matt, because they all run to the back of the room. So me and Matt. Matt was on the right, I'm on the left. We blocked the. The corridors. All the. The stragglers trying to crawl back to their seats. Where do you think you're going, buddy? Objection to handling. Go back there.

It was fun. Get into it.

That was good fun.

That was great.

Yeah.

Oh, man. I want to do that.

Yeah. Yeah.

We're going to do our own event.

Man, I'm gonna do that.

Imagine having all of our reps at the back just smacking people, slapping them, you know, Good fun. We find it fun. You have to Pay to leave 100%.

It's 997 to leave.

Yeah.

Or 2, 997.

Hey. Wave on the exit door. Tap your card.

Yeah. So like the thing, the reason why I love it is because like it's, it's a very, a very like it's a one way sale.

Yeah.

There's. And so you have to like, it's like selling to a mute person. You know, like there's, it's so interesting because like there's. There's very little feedback. So you like, you have to be hyper transparent, you know. And so it's just so interesting so to see like the juxtaposition between like potentially Kerwin not at his best. I think we can agree upon that. Like that. But still, you know, doing a great job with the speaking. But that the whole pitch in the whole back of the room set up and the whole logistics of it needs to be reworked current. If you see this, reach out to me. 20 minutes, man. We can get you an extra 50% of sales just like with a 20 minute phone call. Like just tweak this and you're good to go.

Yeah.

So yeah, man, like I was. It was fun anyway.

It was fun.

They made a little bit of paisan, Paisan, paisan for dinner.

Yeah, exactly.

Yeah, yeah. A little bit of spatch cack. Oh yeah. But yeah, so that was fun. So that's what we did. So. You know, I would love to. I would love to go and see like Myron golden pitch from stage.

Yep.

You know.

Yeah.

Or like Tony. Just watch him.

Tony would be insane.

The hatch down insane, you know, to like a big, big room. And just she was like, I've heard stories about Dan Locke, right. I heard a story, heard a story from Will Adams. Because Will Adams, you know that like infamous closers in black. Yeah, Will was like closer.

He was on stage.

He is a closer in black, bro. And so he, he sort of told me the story. Like Dan's incredible on stage. Apparently, like just like unbelievable.

Right?

And so now the clothes in black.

Yeah.

Fucking phenomenal idea, by the way.

Right?

And then they're pitching the 25k mastermind and they have like, there's hundreds and hundreds and hundreds of these. Everyone wearing a black suit, you know?

I mean. Yeah.

Oh, and like the psychology, that's super interesting because like if you make everyone dress the same, then you make. Then you're sort of making everyone act similar. So it's just. It's beautifully horrendous Louis Vuitton ties.

Like making them Gucci themselves up before the event.

Yeah.

But, like, it's. It's. You're trying to make a culture.