Webinar-Funnel für mehr Skalierung optimieren

0:00I sell a school community to real estate agents. We're doing about 85,000 in monthly revenue. I want to get to 300,000. What's stopping me is we put so much effort into webinars and in-person events that aren't converting the way I'd like them to to convert. Our in-person events specifically, we have not found the right sales strategy to capture people >> while they're in person to actually

0:25>> some experience with that. >> Yeah. to actually, >> you know, flip out their phone, scan a QR code, and pay right there. Basically, >> take out their phones, scan a QR code, and pay right there. >> Yeah. So, >> well, that might be part of it. >> Yeah, that probably is part of it. So, we're learning. So, our our webinars are >> Have you been to one of our events? >> Just this one, >> dude. Come. >> Yeah, I will. >> So, >> get your $5,000 worth real fast.

0:50>> I know. I'm sure. >> Just watch how we do it. So our our webinars are by far our best converting events. Um we do about >> you know 40 or 50 school sales on the webinar. Say we have five or six hundred people. >> And you do and you only promote it organically. You don't do ads. >> Yes. Yeah. It's all on Instagram through our emails and everything. So um we we put 45 minutes. We frontload the value and then the last 10 minutes is a school pitch. We actually show it to them. Our in-person event we just

1:17>> What percentage do you convert on the webinar? >> Probably about 5%. Hm. That's low. But okay. >> I feel like it we're hitting the same audience over and over again. Also, that kind of seen this before. Yeah. >> So, our at our in-person events at the end, we tried to have a big offer where it was like you get access or you get your book, you get free access, you get a mastermind with >> my book alone didn't do it. >> I thought it would. >> What are we talking about? I and I think the problem I was talking to my my friend over here who I just met and you you said this in an earlier question was maybe the audience that's live doesn't understand the story of us that much or they didn't have the time

1:55>> the event was ask rapid fire eight hours [snorts] one day event >> yeah one day >> okay you pitch at the end of the day >> we pitched right before a break which might have been stupid because everybody's kind of getting up and then we pitched right at the end and I think we got 10 >> before break's not a big deal because you need to have the time to close them so that's not bad but um So, you're doing a one-day event and pitching basically right before lunch. >> Right before lunch and then right at the end. >> I think I would see if you could make Can you do a two-day?

2:26>> Yeah. >> It'll make a big difference. >> Because imagine you show up and then you have two presentations and like but I guess they are a warm audience. Some of I mean some of these came from a title company so not everybody understood our story but we have so much value in speakers that I didn't want to go up there for 30 minutes and explain the brand story. >> So let me give you a couple couple big things for everybody. So um this room is disproportionately marketers because the nature of getting here was that you were able to market stuff.

2:54So um surprise um so I'll talk a little bit more from the marketing angle. So many of you guys sell um information education media related stuff. um where people make mistakes where they're like how much do I teach versus how much do I pitch right the issue is not understanding what kind of information you should teach at each stage and so there's two types of education there's declarative knowledge and there's procedural knowledge this I didn't invent this is just education system last 100 years but people just don't talk about it so um uh declarative knowledge is knowledge about something this is what you use to sell procedural knowledge is about how to do something this is what you sell. If you use this to try and sell stuff, people will walk away with a shitload of to-dos and they're like, "I'm good."

3:40>> Mhm. >> What you want to talk about is all the things about how it works, about the outcomes, about what is possible. Teach how how it works conceptually, not so if I say, I'll give you an example. Hey, you have a business, you're doing $2 million a year. If you go from 2 million to 5 million, you cross over the institutional threshold. At that point, your multiple goes from three to seven. And so you go from having something that might be worth $4 million to something might be worth $35 million just by adding another $3 million in revenue.

4:09And here's why that is. Because institutional buyers blah blah blah blah. Me explaining that people are like, "Whoa, that is really interesting. I didn't know how all that worked." I didn't teach how to do it. I teached about how it works. >> That still is incredibly valuable because the what's really nice about declarative knowledge is that everyone gets value from it because you just have to be there to get the value. When you teach tactics, you have to do the tactics to get the value, which means they can't do it with you. They have to go and then do it and then they would extract the value, right? So, it's at a delay, which means they don't want to buy right now. And so, whatever you're teaching, you want to be predominantly declarative in nature. Let me teach you about this stuff that you aren't aware of. This is where breaking beliefs around specific uh I think like this is the old model. This is the new model.

4:52I'm not teaching you here's how you set up a domain. Here's how you warm it up, Enzo. Right? Here's how you have an AI agent. here's how you personalize the like we're not teaching that. We're saying did you know that if you go from not personalized to personalized this is the increase whoa I'm not going to I'm going to show you that's how it works and then I will sell you how to do it. >> That's what you separate again secrets implementation. >> Yeah. >> So that's in terms of how you're structuring the days. Obviously you want to interweave proof throughout. That's a that's a a no duh. Um, my preference is if you do a two-day teach the first day, sell at the end, and then second day halfway through,

5:31>> you p you do a rep pitch, and then you still finish with value the back half of the second day. And that give you two bites of the apple. >> Um, when you do the first half of the day, uh, on day two, you want to make sure that we sell at the point of greatest deprivation, not the point of greatest value. And so, this is one of the big mistakes that people make when they're trying to sell stuff is they actually sell at the wrong time. And so I'll give [snorts] you an example. So if we go to a restaurant, you order a steak, you have an amazing steak, and I say, "Awesome. How was it?" You say, "It was great." I say, "Awesome. Would you like another steak?" And you're like, "No, I'm good." And I'm like, "Why?

6:01Wasn't the steak good?" And you're like, "Yeah, it was great." I'm like, "Then why don't you want another steak?" And you're like, "Cuz I'm I'm good. It was I'm" I'm like, "So you didn't like the steak?" And you're like, "No, I loved the [ __ ] steak, dude. Like back off, [laughter] right?" Right? And so and that's because like the offer is right. The timing is wrong. Mhm. And so if I wanted to sell two steaks, what I would do is say, "Hey, sir. How's it going?" You say, "Great." I'm like, "How hungry are?" You're like, "Dude, I'm [ __ ] starving." And I'm like, "Guy like you, you're going to need two steaks." That's when you sell two steaks.

6:28>> Yeah. >> Before you've had your first bite before you're full. When you're at point of greatest deprivation. Where people get confused is they're like, "Hey, people got a lot of value. That's when I want to sell." The point of greatest deprivation and the point of greatest value only sometimes intersect when once you've created the value, you create deprivation around the next thing. >> And so the motivation for any person to take action on anything is the amount of lack they have. Deprivation. You're incredibly motivated to sleep when you're exhausted. You're incredibly motivated to eat when you're starving, incredibly motivated to [ __ ] when you're having, right? And so the idea is we want to extend. That's why in a pitch it's all about the pain. It's like how can we agitate the pain? How can we extend where they are to where they want to be and make this gap bigger and bigger and bigger? For us in a monetary world, which is what you sell in, the gap isn't physiological.

7:14It's um it's perceived. And so, we have to build up the perception of deprivation. And if any of this is like sounds like too complex, just stop me. But basically, when you get around people way richer than you, you feel poor. >> And then when you feel poor, you get motivated to get richer. If you're the richest person in all the people that you know, you have no motivation because you're the you're the richest man in uh not Babylon, but the poor part of Babylon, the hood of Babylon, right? [laughter]

7:41>> Do you do you know what I mean there? >> Yeah. >> And so um from a pitching perspective, what percentage are you closing on your impersons >> on the conversions? 62%. >> From free trial to >> Is that what you're referring to? >> No, no, no. You said you saw an event. >> Yes. >> And what percentage of people do you close at the event? >> In person event. So, we had 270 people there. 10 people join school from that. >> That was bad. Okay. On the webinar, it's five to

8:06>> Yeah. What's the price point? Uh >> 97 per month, but we have a 7-day free trial, >> bro. >> But at that event, we turned off the free trial because I was like, we're going to give them so much value here that 150 people are going to join. But when I say scan the QR code, I think operationally, >> is is it weird at an event for someone to pick up their phone and then put in a credit card during a break? Is that >> I think if I had a 97 Well, first off, I think you should be selling annuals up front.

8:34>> Yeah, >> for sure. >> Well, we we had if you get the annual, you get the mastermind and you get the book. >> Yeah. Yeah. Um I would get 100% of people to do the free trial. >> Mhm. >> And just say that they have to. >> Yeah. >> And then you leave [laughter] >> like hold them at gunpoint or something or what do you mean? >> Yeah. Kind of. You know what I mean? >> Yeah. >> So I would say, okay, hey guys. So, the first presentation we're going to talk about today includes um all these downloads. As soon as you do the free trial, it's the first module in there.

9:01Go get the free trial and then you'll get the first download that you need to fill out. >> I think our dumb move was [laughter] >> great 100% close rate. Uh and then we have the rest of the day and then the rest of my day, by the way, because we took their credit card out and what rolls out in school this coming week or very exciting. Um is that once the card's on file, they can oneclick upsell for the year. >> Mhm. So, you be like, "Hey guys, um, also end of the day, this is the other thing that you're going to need for all of tomorrow. Everybody here, we're doing a dinner after this, I'm going to be there. Everybody who upgrades for the year right now, come to dinner with us.

9:33It's going to be sick." And that's your ticket out of here. >> And just show us that you did it. And then we'll all go to dinner and we got the bus outside because you want to have an immediate reward for taking action. >> Yeah. >> Right now there isn't one. >> No. >> Speed outsells everything. >> Everything. And so if you have the choice between a really big outcome that's far away or a really small one that's right now, really small right now will outsell every time. Like on the live, I think we did like $250,000 in sales because I said we would sign a a t-shirt of mine

10:06>> and five people bought it. >> And I was like, that's wild. Right. Anyone here? No. Okay. I mean, I appreciate it. Um the BO smells great, but the but the speed. >> We need an immediate reinforcer for why they should do it because people right on the edge and they're gonna have something they're going to miss out on. >> Yeah. >> And so if you're going to do it tomorrow, either way, you might as well do it now and get the dinner and hang out and we'll talk about like most people are going to ROI the whole thing just from the dinner. >> And if you want you get positioned as a three-hour mastermind and we'll have food, which will be perceived as more valuable than going to dinner with us.

10:34>> Got it. Thank you. >> Yeah, no worries. Was that helpful? >> Yeah. >> Okay, good. [laughter] [applause] I feel like that free trial thing will destroy for you. >> I mean, it is with the webinar and with everything else. It's just that in person we turned it off >> on the way into the webinar. Do you have a thank you page trial? >> No, >> dude. Bro, >> in order to attend the webinar and get the most out of it, get a free trial for our group is the thank you page offer.

11:01>> We have a big event on Thursday similar to the one that you do. >> Yeah. So, optin, thank you page, trial, and then also during the thing, hey guys, go get the trial. You can get all the stuff. You can cancel it whenever, but at least you have all the assets. >> Thank you. Appreciate it. >> And then the whole event is about getting them to upgrade to annual, not about getting them to buy. >> It's almost weird that you sell 97. It's too cheap >> to sell. It's like It's like

11:29>> I mean, dude, you could sell $50,000 thing from the event. >> Yeah. Okay. >> Yeah. Yeah. [laughter] Yes, sir. >> Yeah. No, you're good. You're good. You're good. Yeah. Yes, sir.