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This episode is a business coaching course that teaches about the internet lead conversion system.

Results-Focused Training, Tools, and Workshops from Expert Business Coaches.

Featured Coaching Excerpt - Notes & Transcript, Part 1
  • Conversion Moves: 1. Fundamentals of Follow Up
  • Mystic Statistic: 44% of salespeople give up after one follow up.- Scripted.com
  • Mystic Statistic: Companies that nurture leads have 47 percent hight profit margins than companies that do not.- Entrepreneur.com
  • Lesson Nugget: Prospects are less concerned about getting a lower price and more concerned about responses to their needs. Put a system in place to consistently follow up on your leads.

[MUSIC PLAYING] codeacademy for sales training

-What's up, guys. Daniel McKenna here. And today, Clay Clark is introducing Bryan Smith. He'll be teaching us about the internet lead conversion system, seven steps over seven days in this sales training.

Maybe you've heard whispers in the wind about Bryan Smith and are not totally sure who he is. And if that's the case, he is the owner of one of the nation's fastest growing and top-selling insurance agencies. His agency actually won a "Best of the Best" from 2010 to 2014 from "Oklahoma Magazine."

And today, you will learn about the seven specific steps you need to take it or convert internet leads into actual sales during this sales training. If you have a website that is consistently driving traffic, but have no way of converting those people in the actual clients and customers, then this lesson will help you immensely. Seriously, they must have used the system for Pinterest, because I just can't get off those boards.


-All right, Bryan. How are you, my friend?

-Good. How's it going?

-It's going good. We're just going to roll right into our pivoting. We were just off camera talking a little bit about ISIS. We're trying to go-- I think they're a bad group of people. But we weren't sure. We're just going to transition right in here. Now Bryan, what great things are happening in your life, my friend? Rumor has it, there has been a new addition to the family. And I'm not talking about the "Street Fighter II" game.

-Hah. That's true. Yes, Maverick is 19 or 20 days old, now. I'd have to look at the date today.



-Like, Goose, Maverick?

Oh, yeah. Maverick.

-Awesome. Awesome.

-So my wife and I couldn't figure out Luke or Maverick. And I voted for Maverick. And she was kind of with Luke, but then she came around. But she actually thought of Maverick, so.

-Was Luke in reference to "Star Wars," and Maverick in reference to "Top Gun"?

-Well, our five-year-old legend wanted to nickname his baby brother Luke Skywalker.


-And so, yes, it did have something to do with "Star Wars."

-We named our daughter Leia, after Princess Leia. I'm just thrownin' that out there for you, so. Now, Bryan, today we're going to be talking about this internet lead conversion system. And I'm excited.

But before we really, really dive into this like an Olympic diver, I have to ask you, where was this training nine years ago, when I was spending thousands and thousands of dollars to get traffic to a website that nobody was-- it was actually, like, my website almost repelled customers. It's like, where people would go to it, and they would just, oh, gross! And they would never call me or whatever. Where was thiss training then?

-That's funny. And the process wasn't born overnight. It took a lot of work. It took myself being in the trenches, making the phone calls, too, and studying the process. It took me studying my competition, even up to hiring my competition to work for me.

-Now, if you're watching this-- I'm just throwing this out here, but I'm being serious-- I spent years-- and I'm not exaggerating-- probably $100,000 on internet marketing before I discovered some of the stuff. You've taken it to a next level. So I'm excited. I'm going to be taking a ton of notes. This is just gonna blow your mind.

So get ready. Put on a seat belt, strap on a helmet, get the Etch A Sketch, let's do it. So here we go. Move number 1, fundamentals of follow up. Bryan, when you say that Thrivers should call when no one else does, what are you talking about?

-A good portion of getting the sale is not having competition. So I'm going to share some statistics today on a couple of things, too. There are other strategies on this, but as it pertains to calling when no one is there, you have to know the 40% of all sales people give up after one follow-up call. So our system is designed to have a prospect hearing from us for a year, minimum.

-40% of sales people give up after what?

-44% after one follow-up call.

-True story, real quick. This is a good one. There's a guy, Mathis Brothers, his name is Carl. Carl, if you're watching, I ain't mad at you, buddy. But Carl's awesome.

Because when you talk to Carl, Carl follows up and just, hey, I wanted to check in, see if there's any changes going on in the family. I want to see if you're interested in some furniture. That kind of stuff. Mails the card, does it all year, baby. And yesterday, I bought a couch from Carl. Boom! So you follow up for a full year?

-Oh, yeah. Definitely. In some form or fashion, you're going hear from us or see us.

-All right. Well, I'm looking for ample examples that the Thrivers might not be able to handle, here, OK? Why don't you go ahead and just break my brain, and give me an example of how your team implements this strategy.

-Well, companies who have a follow-up system or nurture leads quickly and are persistent, consistent about it, have a follow-up system in place, have a 47% higher profit margins than other companies that do not have it. So, here's what it tells me.

It tells me the prospects aren't just focused on a lower price. They're also focused on responses to their need. And so, basically, what my system does is, is it makes sure that every team member is making at least 30 phone calls, outgoing, every single day.


Featured Coaching Excerpt - Notes & Transcript, Part 2
  • Mystic Statistic: 80 percent of all transactions require five to 12 follow ups.- Entrepreneur.com
  • Lesson Nugget: Don't let people's negative attitudes stop you from calling clients. It usually takes time and multiple interactions for a prospect to develop trust with a company and many potential customers call back after being contacted multiple times.
  • Conversion Moves: 2. conversation for Phone Sales
  • Action Step: Identify areas where you and the customer are similar so that you can begin to relate to them.
  • Systematic Follow Up: 1. Eight phone calls eight days in a row. 2. Have technology to assist with the year long follow up system. 3. One phone call every thirty days. 4. Send a postcard every quarter. 5. Send an email or text six to 10 times throughout the year. 6. Send an email to the prospect every month.

-So 30 outbound calls in, that's an action step, 30 outbound calls a day. So let's just give an example. Let's say that I own a cookie business. I make cookies. They're awesome. They're gourmet. People love them. Bam. I get internet leads, about three or four day. People request a quote. I call. Nobody answers. I'm like, come on. You went to my website. Why would you not answer? Were you drunk when you emailed me? Were you confused? Did you think it was like a lottery thing to win or something? And then, I call once. You're saying, as an action step, I should just keep on calling, for a year?

-Well, the process that we have set up, the technical piece is this, you're going to make eight phone calls, and you're going to do that for eight days in a row. On some days, you're actually going to make more than one phone call. They're going to receive an email and a text as well. At the end of the eight days, your system, or the process that you have in place, you've got to have some technology to help you. If not, you're going to go crazy, because you've got a follow-up, for at least a year.

The point of having no competition and knowing that your competition is making one follow-up call means that if you continue to do it, no one else is talking to this individual. It doesn't matter if the lead is old or new, no one else is vying for the business. And so for a full year, they're getting either a phone call. After eight days, it's a 30 day phone call. They're going to get a postcard every quarter. And they're going to get an email or a text message probably 6 to 10 times that year.

-I'm trying to write all this down, because this is blowing my mind here. So you're saying I'm going to get a text 6 to 10 times in the year?


-I'm going to get a postcard every quarter?

-You'll get four postcards.

-I'm going to get a call every--

-You'll get a minimum of 12 phone calls, after the first eight.

-And then, what happens after 30 days?

-After 30 days, you get a 30 day phone call and you're going to get a postcard every quarter, and you're going to get an email every month.

-This is amazing. This is great. There's people in my family I don't talk to this often. I mean, this is like if I want to build a better relationship with my uncle, I should go work for you, and then, just fill out one of those forms, or have him do it, or something. Next thing you know, bam. We're talking all the time.

-So look at it this way, every team member in my office gets three leads a day, and there's five of them. So we're talking about 15 leads a day. You can quickly figure out that, if everyone's working the eight day process that some 25,000 to 35,000 outgoing marketing attempts will happen, sometimes in a quarter.

-So let's say that I'm watching this, and I'm a little bit of a conspiracy theorist. And again, it's like a puppet thing. I'm sorry, I'm doing the puppet thing today. But if I'm watching this and I'm saying, what if people get mad if I'd called them like 10 times. I've called somebody 10 times, Bryan. What can I do? And you're like, stop talking like Mickey Mouse. Stop using the puppet hand. But what would you tell that person?

-You know, I don't believe in that. You've got to share statistics on stuff like this, because people think you make it up. And I will tell you, 80% of all transactions require 5-12 follow-ups. So it tells me two things. One of those things is, people are still answering and calling back after receiving lots of calls and lots of emails and text messages. And also, once a prospect feels good about a company, they develop the conversation and begin to divulge info that turns into a sale.

So you've got to realize that that's completely false. Are you going to have a few people that get mad at you for calling? Yes. They're going to get mad at you whether they answer it on the first phone call or the twelfth phone call. They're all the same.

-If you're watching this, I want to encourage you. You need to be a honey badger, because a honey badger is just going to get stung by a bee and bitten by a snake. You just can't care. You have to care enough about closing the deal and helping the customer to not care if someone gets upset, right? This is the most exciting part of my week so far. I realize it's just Monday, but I am pumped. This is great.

-You've got to keep your head straight on this too, Clay. You got to realize that everyone you called put their information out there for you call them. So really, when they got mad about you calling, it's one of two things. One, you just caught them at a really busy time. Or you called too late and 57 people have already called them

-Here we go. We're moving on now. Move number two, the conversation for phones sales. Bryan, I know that you've told me that whoever is calling these leads must be focused on discovering the customer's needs and to be prepared to ask a lot of questions, and relate to the answers, the prospect. Question number one for you though, why?

-People like to buy from other people that they feel like understand them or relate to them. And so when you get someone on the phone, you've got to immediately start trying to relate. I tell my staff all the time, don't worry about selling things, don't worry about pushing the product, worry about every minute buying another minute. And we do that by identifying places where you and I are the same.

And that happens, if you listen, in every sentence of the conversation. It happens on the information you get from the customer when they fill out their info. There's their address. There's the kinds of, maybe, the cars they drive, their college degree, potentially, where they work. These things help you start to relate to that customer, and put yourself in their shoes. And you begin to be able to say things to them that they want to hear, because you know things about them.

-Every minute you're buying another minute.

Featured Coaching Excerpt - Notes & Transcript, Part 3
  • Lesson Nugget: Customers want to talk about what they know best, but that might not always be most helpful for them.
  • Lesson Nugget: Ask prospects "discovery" questions so that you can move into a value conversation with them and learn more about their needs.
  • Action Step: When talking to prospects, find out what they do not like about their current company.
  • Notable Quotable: "Most people are looking for something [more than price], but only know how to talk about price."- Bryan Smith
  • Action Steps: 1. Take staff to different development opportunities. 2. Give staff helpful information to read. 3. Immediately record and transcribe a helpful sales tactic so the entire staff can implement it. 4. Have a script so your staff can prepare and be familiar with what to say.

-Now, Bryan, a little story. Give us a little story time here, of how have you prepared both yourself and your team to be ready to ask lots of rapport building questions, related to the answers. Because I love the theory. I love the idea that hey, every minute you're trying to buy another minute. You're trying to really ask the questions, let people know you're listening, and you're relating. But how do you prepare your team? How do you train your team to do this?

-It just comes from a lot of practice. This is another one of those things we talked about earlier. You just can't wing things you want to do really well at. And this is one of those things that you've got to practice intentionally. I take my staff to opportunities to get developed. I put things in my staff's hand that they can read that will give them little snippets of things that they need to be saying to people.

Every time that someone says something good on the phone, it's immediately recorded and transcribed so that everyone can use it. And we begin to use that in other phone calls. When you have people that are on the phone all the time, they get really good practice. And you begin to hear things that are-- OK, that's really good. We need to use that again.

And so a lot of people think it's funny to have a script. Oh, you shouldn't have a script. That means you're not good at sales. I think that's crazy. Having a script means that you can go through the script and get familiar with what you're ready to say, and be prepared. It's not going to keep you from being good at sales. It's actually going to make a really good salesperson great.

-So let me ask you this then, if you're a Thriver, if you're somebody who owns a business, or if you're going to own a business, this is what's going to happen, OK? You're going to have a website, you're going to have a phone number, something's going to happen.

Anyway, you're going to find yourself, now, talking to a prospect. And I bet you nine times out of 10, people are going to start off by asking you, how much? You know, the price question is like the number one question. How much is it going to cost? So how do you get your team members to focus on having a conversation with prospects, when the question's always how much?

-Well, think about it this way. So let's say you own a mortgage company and you get on the phone with someone, what do people talk about the most when you want to talk about a mortgage? They talk about interest rate. They talk about closing cost. That's because that's the only two things the general person knows how to talk about when they're on the phone with you.

And in America, we're taught to get the best deal. We always got to get the best deal, even if we don't even know what we're talking about. So you wind up on the phone with someone that wants to talk about closing costs, when really they need to be talking about their payment schedule. Really, they need to be talking about the bankruptcy they have. And they want to know, why is my rate not the very same as my neighbor who has perfect credit and I don't?

They don't want to talk about their late payment on their mortgage last year. They want to talk about, why is their rate this. So I think in every business, you're going to have customers that want to talk about the thing that they know about the most. And in my business, a lot of that is price. They want to know the price of this. They don't want to talk about the price that they pay the current company they have, right now, wouldn't even cover them if something happened.

-This is like a side thunder move. I want to ask you. If I'm calling, and I specifically ask you, hey, how much does it cost for insurance? How do you deal with that? What would you say to me?

-Well, Clay, we're not going to go just with a price. I can't give that to you right now. I've got to find out why you're looking around. So I'm going to give you opportunities to tell me what it is I need you hear to then begin to have a valued conversation with you. And so I'm going to say, first of all, Clay, how'd you even hear about us?

-Really? So if I ask you how much do you charge, you're going to go, well, how'd you hear about us?

-Or I might just give you a price. And you're going to say, oh, is that it? And I'm going to say, no. I don't even know your birthday. It takes a little bit of information to give you a price. So I'm going to play with you a little bit, just to keep the mood light. But I'm going to begin to ask discovery questions so that I'm buying a minute to get another minute. I want to know, why are you looking around? Because if I give you the opportunity to complain about the other company. I don't have to do that, you're doing it for me.

-I'm going to hammer this move, right here, home with the Thrivers, if you're watching this, because I work with a lot of call centers. And I go in, and I bet you nine of 10 of them-- I don't have an actual stat on this, but I bet you nine out of 10 of the businesses I work with, somebody calls, hey, how much are your prices? And the person on the other end of the phone, who works in their business, always says, well, prices start at-- and then the customer says, thank you very much. Bye.

And then, they have these very weird conversations that are priced focused. But you're not doing that. So again, if somebody calls and says, how much do you charge, you're going to let them know that well, hey, I need to find out a little more information. And you just go right into it.

-You're absolute goal, right now, is to get them to tell you why they're actually looking. Very few people are looking because of price. Most people are looking for something else, but only know how to talk about price.

-How pig headed do you have to be, right here, in order to actually convert a price focused customer into a conversation?

-It's really easier than you would think. I think your strategy is to find out about something they don't like about their current company. In my business, if I couldn't get you to tell me something that you didn't like about your current situation, I then ask you, well, what are you looking for from us? And when you said, well, Bryan, I'd like to get this, this, and this from you, then, I would say, well, how did you choose that, Clay? What made you choose that type of coverage? And you'd say, I don't know. And then, I would say something like, does your other company not take the time to explain to you what this means?

-Devil's advocate, asking on behalf of the Thrivers watching this, who I know want to ask you? Do you ever feel bad that you don't answer their question when they ask you what your price is?

-Not really, because in my business, we don't have a price until we have information. So not really.

-Now, I know the Constitution is a big document, the Declaration of Independence is a big document, but this is right there in the top three documents here. Learning these sales moves will change the game. Let me tell you something, if you own a business and you can't sell, then your business will go to a place that rhymes with sell.

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