Joe Polish, the most connected man in business that I know and founder of Genius Network recently paid Jason Fladlien, the $100 million-dollar webinar man and Cofounder of Rapid Crush Inc., $125,000 for a week's worth of consulting. Now the interesting thing is that Jason was willing to do the project that I'm about to describe below for free, however, it was Joe's idea to pay him his consulting fee. Let me explain...
Jason charges $25,000 per day for his consulting on marketing, webinar, and sales strategy. Despite the fact that Jason is a member of Joe's 100K Group, and despite the fact that they are friends and Jason would help Joe for free, Joe paid Jason for a week of Jason's time.
For the both of them to personally get on the phone with 30-60 warm leads and close them into his Genius Network Annual Event, which is $10,000 for admission.
During that week, not only did they close almost everyone who they got on the phone with, but they learned an enormous amount about marketing and selling to the affluent in the process.
In this article, I'm going to share a few of the many lessons they learned.
The reason I know what they've learned is that I'm also a paying member of GeniusX, Joe's 100K group. So, in full disclosure, I get zero financial compensation for writing this article. I'm a psychologist, author, and marketer myself. I learn from the best, apply what I learn, and write about what I learn to share with you.
1. People Are Looking For An Excuse To Say "Yes"
Many people want to say "yes" to whatever it is you're selling. They simply need an excuse for doing so. They already have many reasons for saying yes. They just need the excuse (or the right reason).
When it comes to selling high-ticket products, such as to a $10,000 2-day business event, there will likely be some obstacles.
The primary obstacle, it turns out, is scheduling. But, that ends up not being a very big obstacle if the person can find an excuse to go.
And the truth is: they actually do want to go. They just need that little nudge. A small personal touch, like getting on the phone with them for 20-30 minutes, is almost all they need.
Here's a HUGE insight made by Joe and Jason: There are several, potentially dozens, of current prospects that are 99% of the way to a sale. But 99% is as good as 0% if you don't get them the final nudge.
Here's what Jason asked me: "Would you spend 10-minutes, or even 30-minutes, on the phone with your best prospects if it would make you $10,000?"
I ask the same question to you: How many of your prospects are 99% sold? As someone who has hundreds of thousands of people on my email list, this question haunts me.
2. You Should Have A Small Pre-Frame Requirement for Getting People On The Phone
According to Joe, marketing is all about "positioning" so that by the time a prospect or future clients talks with you they are pre-interested, pre-motivated, pre-qualified, and pre-disposed to buy from you.
According to Joe: Selling is what you do when you are on the phone or face to face with somebody.
Marketing is what you do to get someone on the phone or face to face with you properly positioned so by the time they talk with you or someone on your team they are already pre-qualified, pre-interested and motivated to say yes.
In order to get on the phone with Joe and Jason, prospects were required to read a 2,000-word article about Genius Network and then to answer a survey about themselves and their business.
If people were unwilling to do even these small actions, then they weeded themselves out, making Joe and Jason's work much easier. This is what Joe Polish refers to as E.L.F. Marketing (Easy, Lucrative and Fun).
The people who got on the phone were the ones who resonated with the article and who went through the somewhat (grueling) (prequalification) survey.
Also, though, in the marketing there was no hidden agenda about the path prospects were going down. If you followed the path, you would be on a sale's call with Joe Polish and Jason.
3. Complete Transparency and Expectations That They Will Be "Sold" To
Often, marketing and sales are done in a slimey way where people are told one thing about the purpose of the call, but in reality, get something totally different.
No hidden agendas. The best marketing and selling is totally upfront, ethical, confident, and clear.
Before getting on the phone with Joe and Jason, every person was well aware of the intention of the call. Joe and Jason were highly transparent.
"We have two purposes for this call," they were told, "To sell you into the Genius Network Annual Event and we want to know the DNA of 'producers."
"We are here to serve producers, not parasites."
"Are you a producer?"
"If so, then we want to get on the phone with you."
4. People Feel A Need to Reciprocate the Value They've Gotten Over Time
Often, the moment people got on the phone with Joe and Jason, they would start by immediately saying, "Look, I'm already sold. But I'm excited to talk to you."
This actually occurred several times.
The very fact that people were getting on the phone with Joe and Jason was powerful enough for people to immediately sell themselves into the event. But also, this says a few more things about these "leads and the reputation and rapport of Joe and Jason."
The pre-framing process truly did qualify people. The marketing did its job: it prepared people for the "sell".
But also, several of these people likely had a huge sense of reciprocity they felt they owed Joe. For over a decade, Joe has been doing podcasts, including his I Love Marketing podcast with Dean Jackson and his 10X Talk podcast with Dan Sullivan. Plus, he often shares for free some of the 10 Minute talks from Genius Network Members on the Genius Network Podcast and on YouTube. He's given countless hours of free content and value.
The people who are fans of Joe have likely gotten dozens of hours (if not hundreds of hours) of free value and advice from Joe, which likely has transformed their marketing and business. Plus, one of Joe's passion projects is helping put out educational content for free to people that struggle with addiction, and several people they have spoken with mentioned to Joe and Jason how grateful they were for how public Joe is about his own recovery. Therefore, the moment they have a chance to speak to him, they feel they "owe" him for all he's given them.
Giving people lots of value for free is a long-term marketing strategy. But if done well and consistently, it creates exponential results.
5. Get the Spouse or Partner on The Phone, Right Then and There
When people are thinking about making a $10,000 or more investment, they often need to consult with their spouse or their partner (if they have one). In other words, they are already sold themselves. They just need to be able to justify their decision with the important people in their lives.
During the sales calls, when this issue came up, Joe would advise them to call their spouse right now. Don't hesitate. Let's just get them on the phone right now and let's get this resolved.
The result? The spouse or partner rarely if ever had a concern.
6. Demonstrate Through Example The Power of Investing
One of the great strengths Joe and Jason had on the phone with prospective clients is that both of them pay for high-ticket consulting and events.
In fact, as mentioned earlier, Joe was paying Jason $125,000 for his help, that week, with those calls and in closing people.
Joe was doing that for multiple reasons. Of course, he knew that he'd get the best out of Jason when properly paying. He also knew he'd get the best out of himself because he was investing over $1,500 per 30-minute phone call with each lead.
Joe would even tell the prospect on the phone, "Look, I'm paying Jason Fladlien $1,500 to spend 30 minutes with us on the phone right now. I practice what I preach. We're not only serious about providing you the best possible value we can. But I'm also serious about getting you in the door. I'm serious about helping you make this decision."
One of the most frequent forms of feedback Joe and Jason got was that those who were on the phone simply were happy to be watching how they were being marketed to. In other words, they were happy to undergo the process of being sold to by two masters because they were learning tons in the process about marketing and selling.
Joe and Jason actually wanted this fact. They wanted the whole marketing, pre-framing, and sales process to be a transformational experience, whether people bought or not. That's good selling and marketing-- when you transform people through your work. When you make them better. When you inspire them.
And you can do all of this with no ill-will because you're entirely transparent, the whole way through, with the fact that you are indeed "selling them" on high value and high-ticket offer.
Bringing this all back, though. Joe and Jason each pay each other more than either of them charge their highest paying clients. They know what it's like on both sides, as the client and as the person providing the service. And both of them view it not as an expense, they view it as an investment that will bring a greater return both financially and collaboratively to both of them. The whole process they are engaged in is to enroll people into Genius Network that has the same mindset as they do.
They aren't above investing in their business.
They aren't above getting on the phone with prospects.
They aren't above trying new things.
They aren't above sharing what they're doing and what they're learning (hence: this article).
7. You Need To Ask For The Sale
Joe and Jason expected to have to use high-leverage sales strategies. But what they found is that they actually didn't.
Of course, they had to ask for the sale. Even this most basic tenet of selling is often missed. You always have to ask for the sale. You are doing a disservice by not making a powerful, bold, and convincing offer.
So, on every single call that Joe and Jason did this past week, they asked for the sale. And only a couple of people declined the offer. They closed basically everyone else.
Over the course of a few days, Joe Polish and Jason Fladlien got on the phone with between 30-60 people. All of those calls were recorded and each affluent participant agreed to this because they actually want to learn how to most effectively sell to affluent people themselves. Not only will the lessons learned by turned into trainings and content. Those recorded calls and the lessons learned will be turned into knowledge products, manuals, and pamphlets.
In truth, dozens more lessons were learned and discovered. But for the purpose of this article, I challenge you to consider to what extent you are applying the following:
Are you giving people an easy excuse to say yes?
Are you pre-framing, pre-qualifying, and pre-motivating the right prospects through transparent and bold marketing?
Is your sales process E.L.F or H.A.L.F. (Easy, Lucrative and Fun or Hard, Annoying, Lame and Frustrating? As Joe likes to say)
Are you being transparent with your prospects that you want to get them on the phone, offer them value, and sell them into your program?
Are you continually providing free content and value to build reciprocity, so that when people come in contact with you, they almost immediately buy because they feel compelled to in a positive way?
Do you resolve concerns on the spot, such as getting the spouse on the phone right here and now?
Are you investing more in your own business and collaborations than you ask your clients to invest?
Are you asking for the sale, every single time?
Go get em'!