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-Hey Thrivers, Paige Taylor here, and today we're here with Clay Clark, and driver of the month winner, Logan Pennington who owns a DJ company. Today Clay will be teaching Logan all about how to construct a duplicable and scalable sales system. Building a sales system means you can hire more salespeople, and with more salespeople you can make more money. So now that we know how important this lesson is, let's jump on into it.
-Logan, how are you, my friend?
-Doing good, how are you, Clay?
-Man, I'm pumped. I'm pumped for two reasons. One, is that you're a Thriver of the month and so I'm pumped to help you get where you want to go. And what's crazy is I never would've able to help you without Thrive, because you would have been my competitor and just being totally candid, I would have wanted to just obliterated you.
And so now, it's a deal where, like I feel great but I can help you. And I'm also excited because I get the chance to meet a guy Oklahoma City I wouldn't have got a chance to meet. The second reason I'm excited though, is I really-- this particular topic can, and will, change your life if you do it. OK. So like this is like-- this right here-- I wish somebody would have punched me in the face with this punched me in the face my first year in business, because had I done that, I would have grown a lot faster. I grew fast, but I would've grown a lot faster. Cool?
-So we're going to get into this. So constructing a duplicable and scalable sale system-- First off, what does the word duplicable mean?
-It means it can be done again.
-OK, done again. That is-- right there-- probably in America today, if you look up all the statistics-- and our programmer observer will put it on the screen-- but the SBA shows that well over half-- I'm just going to say the majority-- of small businesses, or a majority of businesses, basically are small businesses. So the majority of businesses across our country are small businesses.
In these small businesses, there is somebody who makes cakes, there's somebody who DJ's, there's somebody who remodels, there is somebody who's a lawyer, in there, there is somebody who does not have a duplicable system. The cake person-- no one else knows how to make cakes but her. The DJ-- no one else knows how to DJ but him. The remodel-- no one knows how to do it like he does, no one knows how to remodel like he does. The lawyer-- nobody can sue like he sues, no one can do the research like he does it. So I am super excited. The next is scalable. What does scalable mean?
-It is growing the business, making it more than just one person.
-Yeah, that's scale, the ability to grow it, and to grow quickly. They call it hockey stick growth, you know the hockey stick is like this, and you go whoa. That's how you do it. So it's really a neat deal. So here's the system overview here. One, is you have lead sources. Where are you going to get inquiries from? The second is the first contact, it's the appointment setting. The goal when you meet somebody is not to book their face, the goal is not to sell something, the goal is to set an appointment. Cool? If you're trying to raise venture capital, if you're trying to take a girl on a date, if you're trying to take a dude on a date-- whatever your situation-- you're trying to a girl and a dude on a date, that's interesting. But either way, you want to set an appointment, OK.
Now the next thing-- this is kind of our third step, this is our second contact, this is an appointment. We've set an appointed time to meet, now we're meeting. There we want to sell something. And then the fourth area is expansion. So once this works, we want to do it more and more and more and more and more. It's going to be really, really hard and important for you to get this done, this done, this done, and then once you have these things done, this just involves put more money into it really and it just grows. Cool?
-So here we go. Step one, securing resources. You're going to get these slides, but go ahead and choose. Billboards! We're going to do some billboards. Geographically targeted, real quick. I met a lady years ago, who was doing a billboard campaign, but they didn't tell her where they are. Digital billboard campaign, and the company never told her where they're showing. So she has a business that was in the Midwest, and they were not actually-- the billboards were not appearing in an area where she even was. So she couldn't even service the business.
Cold-calling. Demographically targeted. Cold-calling is completely not a waste of time as long as you're calling people, and your business, who are engaged, and thinking about hiring a DJ or something, that's a good call. If I'm in real estate, someone has their house for sale, called a FSBO, a For Sale By Homeowner, that would be a good lead. So you want to ask yourself, what is a good cold calling list? OK? So I want you to just think about that. What is a good-- who are a group of people that I can target? And another example, if I owned a country club, I might say, anybody who makes over $200,000 a year, who lives within this certain zip code, I want that list. And I would just attack that list, OK, because I know that my product is a value, and they need it, all right?
-So let's just say for this particular exercise, that we say the dream 100-- that is, who has the capacity to refer you business.
-No matter what kind of business anyone's in, who has the capacity to refer them business. I'm going to say put that on your list.
-The next is internet advertising. Banner ads, retargeting-- Retargeting is where you go to a website and you see an ad, but the ad follows you around, no matter what site you go to that ad's everywhere.
-So, banner ads, YouTube pre-roll, internet advertising, OK. Internet leads-- that's where you just straight up buy leads from a company. I thinl you know this in your industry, but there's people in the industry-- like if you go to Target, well Target won't do it. But if you go to a company and you said, I want to get a list of people who make this amount of money, who are looking to buy a home. Or who are maybe, who have a home, if I'm a landscaper I say, I want people who have homes that are worth this much or more. You can usually by a list, and a lot of times those lists are derived from big box retailers. So they're pretty accurate stuff.
-So like people that register for like, baby stuff or weddings.
-Yes. There is somebody who claimed that they bought the list of Target customers. Now I know Target has said publicly that they don't sell ads, or sell the information, but find companies that do that, OK, there's companies that do that. Internet advertising by internet leads-- Lead buying sources where they're key word focused. Magazines and trade publications.
You know, like if I'm a bride-- in your case you work in the wedding industry-- so if I'm a bride, what publication would I read, and then be there. Or if I'm a home builder, or if I'm in real estate, what publication-- if I sell to yuppies, if I'm like I sell to yuppies, people are willing to pay $6 for a cappuccino, frappe, whatever, mocha-lotta-- OK, what magazines do the yuppies read? OK. If I sell to sports enthusiasts, if I sell to muscle heads-- whatever stereotype you want to come up with. If I sell to pale skinned white guys, what kind of publications do they read?
-I want to find out, and I want to be there. Mailers-- you can mail-- you can actually go in there and you can-- whoa Billy-- you can do mailing to specific, targeted groups, again based on their addresses, that kind of thing. If things get really bad, you might use a megaphone marketing. I don't know if that's something you're into, but-- no. In my mind, by the way, that is what the poor networking is kind of like.
-You go to all these networking events and-- Public relations, that's like where your top-- you know in the media, in the news all the time. Radio advertising-- you know ads on the radios, you can choose who listens there. Search engine optimization, where you can up top in Google when people are searching. Social media marketing--
Sign flipper advertising, not kidding. I have one business I work on where we kill it with sign flipping. We've got a guy in front of our business that-- people would think he's all drugged up or all hopped up on speed, he's not-- but he's just like, all day he's spinning around, playing the guitar on the sign, flipping the sign, waving the sign, yelling at people. Come on in here! For some reason like that gets a crowd, I don't understand it.
-What type of business is that?
-I can't tell you. It's very, very-- I can't tell you that one, that's kind of a secret sauce. People want to hire the guy. I'll tell you this though, people in Tulsa know who the guy is, and they want to hire the guy. And he's my guy, you can't hire the guy. He's way paid-- he's paid extremely well based on the number of the people that come in.
-So this guy rocks like a $10 an hour job, but he's making almost $30 an hour just going, whoa! You know, just constantly yelling at cars, and it's bizarre. Anyways, sign flipper-- television advertisement-- trade shows-- website marketing-- How is website marketing different from these other ones? There's websites that you can be on their website. So all the girls who are getting married go to this website, I can buy-- I can advertise there. All the dudes who are buying golf clubs go to this site, and I can buy an ad there.
-So which three do you want to do?
-I really like, of course, SEO and social media. And then we've already decided Dream 100's important to my business.
-So I'm going to say search engine, Dream 100, you're going to say social media?
-Cool. Now one warning for America and the other not Americas, the other parts of the planet. Social media marketing can be way overhyped, just like any of these other things. Example, if you do a ton of work on it and you never get a lead, stop doing it. Make sense?
-Now, same thing with your search engine. I know businesses who put a ton of cash into their search engine, and they're doing it wrong. They obviously haven't seen the training that we have up on Thrive. But they're just doing it wrong, or they're paying a company $4,000 or $5,000 a month to get to the top of Google, but they're never getting any leads. Just whatever you do, make sure it's a good use of your time and resources, OK?
-OK, with you saying that, that kind of makes me-- because I already have a schedule where social media is something I do weekly. Is it, in your opinion, that magazine might be my next solid area because of my business?
-If I were you, I would do calling. I would do Dream 100. I would do search engine. Social media to me would be like, I do that too, but that's not my focus.
-That's what I would do.
-I like it.
-Now, hop in here. So now we move into the next step here. This is where we have this rapport, needs, benefits, close, isolate objections. That's what this RNBCI means. Rapport, needs, benefits, close isolate objections. Rapport, needs, benefits, close, isolate objections.
So, this is what we do. Whenever you contact somebody, they're to email you. Hey, I'm interested in securing your services. I'm interested in booking you. I'm interested in buying from you. I want more information about your service. Most people request pricing first, right?
-If you follow this system, it is just like following a combination lock, and it works. Here we go. So, imagine this is a lock. Or if this is a combination lock, those of us who've ever had a bike or maybe a unicorn that we didn't want someone to steal, so we padlocked it.
Anyway, there's four numbers that you put into the padlock. And let's say the code was five, three, two, one. No matter how motivated we are, if we don't put the number in right, we never sell anything. We never open the padlock. It doesn't work.
Such is the way that the sales system works. So you have to have the rapport first. Why do we have to have rapport with somebody first?
-Because non one is going to listen to you if they don't respect you or understand that you're a thought leader or--
-So here we go. People buy from people they like and trust. They have to like you and trust you. Tough to do. Doable, tough to do.
Now the rule is, this is the first rule. The 70/30 rule. You want to make sure that the other person talks 70% of the time. You don't want to talk at them.
So if somebody e-mails me, they'll say, how much do you charge for-- all the time for speaking events. How much do you charge for speaking? That's the first e-mail I get. So our team will respond, thanks for inquiring. We have a lot of different packages. What's the best time to call you to touch base for five minutes?
You want to get them on the phone or you want to engage with them in some way where they can like and trust you. I have never-- that's a bold statement. But I've never gotten married just via email. I've never had like a guy where I'm really, really close with that guy just via email. I don't have some best friends who I just connect with on email.
The 70/30 rule is you want to make sure that your spins-- you want them to talk 70% of the time, and you have to connect with them. Now, humor will sell. Logic sends the deal to hell. So, if you're just selling logic, you won't connect. I want to show this to you. This is the word emotion.
Emotion in sales is what usually drives the person to take action. So if I like you, I'm going to want to meet with you and do business with you. If I don't like you, I kind of not so much. Now it doesn't supercede logic, and we'll get to that. It doesn't mean that logic doesn't matter. It just means that emotion's more important. Cool?
-View like this. When you're building rapport, it's like you're dating someone for the first time. That's how you have to view it. Where you're just hyper interested in every single word that is said.
Now, the script. You want to have-- this is your homework. This is the homework. This is the first bit of homework for you. Have to script, anybody watching this, has to script five rapport building questions that you can ask every single time that always get people to like and trust you.
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