Ask The Expert Call Transcription April 18th, 2012

Transcription

1 Ask The Expert Call Transcription April 18th, 2012 OK... I promised all of you last week that this week I would reveal an entirely new way for you to position the E- Learning System so you could better explain the concept behind it... and then I'm going to show all of you how I would sell this all day long with just a little effort. Let's begin with the new positioning language... When a kid graduates from high school, what's their next logical step? Obviously it's college, and 7 out of 10 high school grads go on to attend college. But what are the biggest obstacles to them attending... and staying... in college? There are actually two obstacles... the time it takes to graduate from college and the expense to attend. People today value their time even more than their money, and attending college today is an inconvenience. You're forced to attend specific classes at specific times on specific days. If you miss a class, the only way to make it up is through a classmates notes... IF they even took notes. And we all know how expensive it is to attend college, especially over the full four years it takes to earn most degrees. But have you noticed the trend that's exploded onto the scene over the past 10 years? It's E- Learning... which is educational training online. Most of the major colleges, universities, trade schools as well as government agencies are all moving their training online... and there are several major benefits when doing this. For the institutions, they no longer need brick and mortar locations. That savings alone easily justifies online education. But there are other benefits as well. They no longer need to equip the classroom with all the educational necessities such as blackboards, chairs, lights, projectors, heat and AC and so on. They no longer need maintenance, janitorial or office staff to the extent they do in a physical location. When colleges and universities offer online education, they effectively address the two major hot buttons in their industry... time and money. Online education allows them to remove time from the equation and offer education at a lower total cost in dollars. The students benefit as much if not more. They no longer have to attend specific classes at specific times on specific days. Each online class is recorded and available on demand. This not only allows each student to watch at a time that's convenient for them, but they can watch it several times to fully grasp the information. This gives them the badly needed flexibility they need... especially when they work while attending classes in order to pay for the educational experience. And since the institution no longer needs a physical location, the tuition fees can be lowered substantially, making a quality education more affordable to more students. There are 2 famous online universities that have championed online education and brought it to the forefront today... Phoenix University and DeVry University. But here's the point to all of this. Consider high school kids. What are the various businesses they frequent where they spend their money? In general, it's clothes, food and electronics, wouldn't you agree?

2 So consider this. You own a small retail store that sells electronics such as laptop computers, cell phones, ipads and so on. You try to keep your prices low, but there's no way you can compete with the Best Buys and the Amazons of the world. But what would happen if you could somehow do this? What if you could make a deal with Phoenix University to give you the rights to offer their degree programs to all high school kids... for FREE! Instead of the kids having to pay close to $70,000 for a 4 year online degree in business administration, this electronic store will cover that cost for the kids who buy their products of services... versus buying them from Best Buy or Amazon. So who do you think these kids will buy their electronics from? Wouldn't you? Even though this electronic store is a small mom and pop operation, with pricing 20% to 30% higher than the major players in their industry, this small retail store would easily topple these corporate giants... IF they could somehow offer this outstanding educational benefit to kids wanting to earn their college degree. Our E- Learning System does this EXACT same thing. Think of us as the Phoenix or DeVry Universities for small business owners. And as one of our site owners, we set you up with your own online business school... and then give you the ability to offer our proprietary intellectual property and instructional video training to other business owners... at whatever price you choose... including FREE! Consider this situation. You're a (their profession). You sell to other businesses... right? How many competitors would you estimate you have today that basically offer the exact same product or service as you? Now suppose you could offer your prospects a complimentary membership to a one- of- a- kind, state- of- the- art, world- class online business school that would provide them with all the tools, resources and live support they need to dominate their profession. In fact, this online business school has been specifically designed to do 3 things for any business. First, help them find a minimum of $10,000 in hidden profits in their business... profits that they can add to their bottom line within just 60 to 90 days. Second, help them to double their current profits and reach their maximum revenue level within 12 months. And third, help them easily reach $1 million or more in total annual revenue, and do it within 24 months. When you offer to provide them with all of these benefits for free... who do you suppose they might choose to do business with when it comes to working with someone in your profession? Doesn't this make you the obvious choice? But consider this. Suppose you agree to renew their free membership every month that they remain an active client of yours. Do you think that might influence your current attrition rate? And since you gave them their membership for free, don't most human beings respond to free services through reciprocity... which means a much greater chance your new client will send their family, friends and associates to you as well... not to mention a bevy of new referrals. But here's another point to consider. The stuff kids learn in college is just information. When they finally graduate with their degree... four years and $70,000 later... their expensive education does NOT tell

3 them how to use their education to further their professional careers or increase their incomes. It does nothing to help them learn how to apply their education in such a way that it produces results. For those of you that went to college, did you learn that the very first thing you MUST do in business is to create a "market- dominating" position? Did they teach you how to create a powerful and compelling elevator pitch? Did they mention anything about the differences between branding your business versus education- based marketing? I've never met one college graduate that said yes to any of these questions. College gave you information. Important information to be sure, but information without application is worthless. Look how many doctors we have today that are horrible business people. That's because they never receive any type of business training whatsoever. And yet, most doctors own and operate their own medical practice. Our E- Learning System provides the important information all small business owners need to know... but then we take it to the next level and show them how to implement the strategies that take that information and apply it in such a way that they generate more leads, convert more sales, skyrocket their revenue and dominate their market. So when you meet a new prospect and want to quickly explain what you do in terms that they can easily grasp and understand, just say this... Have you ever heard of Phoenix or DeVry Universities (or whatever well known schools you have in your community)? They offer E- Learning programs so students can earn their bachelor, MBA or Doctorate degrees online. I offer the exact same thing for small business. I have my own online business school exclusively designed to help small business owners learn and apply the tools and resources they need to build a market dominating business. Just remember to always emphasize the benefits of your E- Learning site. And those benefits should focus on helping them to out- think, out- market and out- sell their competition. Now... I had one of you me a question on the best way to instantly begin to add new members to your E- Learning site. Here's one of the ways that I would personally do this for myself, especially as a coach or consultant... or any business owner that's comfortable presenting information to small groups. I would do a local Google search for networking groups, small business associations, breakfast and lunch group meetings that are primarily small business owners... and I would contact each one of them personally and let them know I have a personal passion for helping small business owners become more successful. I would tell them I did some research online looking for business groups in my local area that appear to share my passion, and wanted to know if they have the same mission in life as I do. Naturally they will say yes. I would then offer to speak to their group on whatever topic I felt would interest them and their group the most, and ask if they would be interested in discussing my offer and how we could work together to help them... and their members get outstanding results.

4 My goal would be to set up a face to face meeting where I would ask them to joint venture with me. I would then go into depth as to what they would be comfortable with me offering their group during my presentation. If they don't want me to sell anything or position my coaching services, then I won't. However, if they do make that request, I'm going to come back to them and ask if I can make certain resources available to their members for free, including a 3 day or 5 day VIP membership to my online business school where they can access specific resources I use to help my clients get fantastic results. If they're good with that... and most are... I will make sure I build into my presentation specific resources they will want to acquire to help them build their business. So for example, if I give a presentation on marketing, I may explain to them the marketing equation and then show them the Marketing Template we have in our Resources section. I would show them specifically how to navigate to it, along with several other resources that they will find valuable. Perhaps the Elevator Pitch Template, the Website Template and the Compelling Message Template. Or if it was a targeted group like contractors or home remodelers, I might direct them to the Ad Library and show them where they can view the entire $50,000 ad campaign for remodelers that we have there. And in order for them to get access to all of those, I would probably hand out a short form that asks for their name, phone number and . Then I would tell them I will them their username and password so they can have full temporary access to my site. But keep in mind what will be happening here. Every time they go to that site, they see me! They see my name, my picture and my company. If they watch any training videos... and believe me, they will... they continue to see everything branded to me and my business. Talk about powerful preeminent positioning. This alone typically convinces several of them to contact me to request my coaching services. Then toward the end of their free trial, I would call them one at a time and ask if they had any trouble downloading the materials... and if they found them useful. I would then ask them what other problems they were having, and since I have now established a fairly cordial relationship with them at this point, they tend to open up and let me know what is really causing them the most problems. That's when I would offer to come in and sit down with them and perform a full business assessment to determine exactly what problems they have and how I can fix them. Then make them my offer for my high dollar coaching program. If they tell me they can't afford it, then I can down- sell them into my online business school... and use the new Grant Program for positioning. Here's what that would sound like... listen, obviously money is really tight for you right now. So why don't we do this. You sound like you would really like my help if you could just afford it... right? So why don't you let me find you the money you need to allow us to work together. Would that work for you? Great... then let's do this. Let me enroll you in my online business school... and here's what I have in mind. My retail price for my site is $197 per month, and that gives you full and unrestricted access to all

5 the tools, resources and support you will need to get things turned around for you financially. However, I also offer a weekly Group Coaching option that provides professional support for you as well. My weekly Group Coaching is $500 per month, which is $6,000 per year. However, if you pay that up front I offer a $1,000 discount so you only pay $5,000 for Group Coaching. Plus... when you pay that charge in full up front, I also discount my monthly charge of $197 down to $97 per month... and I leave it at that price for as long as you remain a member of mine. So for $5,000 down and $97 per month, we can get you the professional help you need to out- think, out- market and out- sell your competition and get you back on track financially. Unfortunately, as we just discussed, you simply don't have $5,000 to do this right now, do you? So here's what I have in mind. I have a deep passion for wanting to help small business owners, and I recently partnered with an entrepreneurial investment group that shares my passion. They have agreed to provide me with ten grants per month that I can award to qualified small business owners so they can acquire the professional help they need to get their business moving in the right direction again. Each grant is worth $5,000, it carries over year- to- year so you continue to receive the grant for as long as you're a member with me... and I believe you meet all of the qualifications. Why don't you apply for one of these grants, and if you're accepted, I'll apply the grant to the Group Coaching which will pay the year for you in full... and that will also get you the $100 per month discount on the monthly membership... so you will only pay a total of $97 per month... but you'll receive $700 worth of services per month. How's that sound? Great, let's first make sure you qualify. Is your annual revenue below $1 million? OK... have you been in business 5 years or less? Do you have 10 or fewer employees? Perfect... I really don't see a problem getting you approved since I still have 3 grants left for this month. Let's go ahead and submit your application right now. (YOU go online to your Grant Program page and YOU complete the form yourself while they watch). Now remember, that form goes directly to you, so let them wait a day or so and then send them an approval notifying them they were accepted for the grant. We'll provide all of you with that once we set up your Grant sites. The makes them feel special and establishes massive reciprocity on their part. In fact, you might even consider contacting them in person prior to sending them the ... and THIS is the time to ask them for referrals from other businesses they know may be struggling. But here's what else I would do. I would emphasize that you normally use these $5,000 grants to help business owners afford your $12,000 private coaching services... and by awarding it to them, this is actually costing your business. So here's what you would like for them to do. Sit down with them one- on- one and pull up your site. Walk them through it and show them how easy it is to access the content they need. Remind them to complete the initial assessment questions so they receive their roadmap.

6 Then tell them you want them to start with the Quick Start Program. IF... and I repeat IF... they apply the Quick Start information to their business, they should add a minimum of $10,000 to their bottom line within 60 to 90 days. Once they do, you want them to add your coaching services... and you will help them out at that point by charging them $997 per month for 12 months so they don't have to pay all the money up front. Listen everyone, if you follow this model as I've just outlined it here for you, if you speak in front of 10 people at one of these breakfast meetings or networking groups, you should easily convert 3 to 5 of them into either full pay coaching clients or at least E- Learning members. And by the way, if you really want to impress these prospects from the moment you walk into that first meeting to present, for those of you that have just signed up for our Instant author Program where Karl and I will write two books for you and give you the publishing rights to them both... walk into that meeting and hand everyone your book for free. You will probably have several of them asking for your coaching services before you leave that meeting. Think about this for a moment. When they see you have a book on the topic you're presenting on, your credibility goes through the roof. They treat every word you say as the gospel truth. When you tell them they better be doing this or that and they realize they aren't, you create major dissonance in their mindset that screams at them to get you to help them. When they go home that night, they hand their spouse your book and tell them they were privileged to listened to the speaker that wrote the book on small business success. If anyone is on the call today that missed the information I provided on the Instant Author Program, you can listen to the replay of the call at or go to But did you notice that through this entire process I just described, you NEVER once sold anything, just as the head of this organization had requested. But suppose the head of the organization doesn't have any problem with you selling. I would sit down with them and ask how the two of us could best partner together. Find out from them what they want. Are they financially motivated? Are they motivated by a strong passion to help their members any way they can? If they're financially motivated, let them know you would like for them to share in the profits from anything you sell to their group... and then discuss their affiliate fee. Anywhere from 25% to 40% is reasonable. This typically compels them to actively endorse you to their members. But if they're motivated by passion to help their members, let them know about the $5,000 grants and explain how they work. Then... tell them you would like to position the grants as something THEY have arranged on behalf of their members. Let THEM be the hero, and do everything in your power to emphasize their efforts in getting this tremendous benefit for their members. For those of you on this call that are not coaches or consultants, you would follow the exact same process where you offer to do a presentation to the group you're targeting, follow up with them just as

7 we discussed, but instead of offering the assessment, you would position the $97 membership just as I described. Just the fact that they have had some time to look through the site will impress upon them the type of help it can provide to them. However, to really make this a slam dunk, it will always be best if you can tie specific resources to their business that will provide immediate value to them. One way you might do this is to ask them if they took the time to create their elevator pitch. If they did, walk them through this scenario. Ask them what's going to happen when prospects hear their pitch and want to know more about what they sell. The typical response is to ask for their business card. Then ask them if their business card actually generates and helps them capture leads for their business. When they say no, ask them if they would like to learn how to do that, and do it in just minutes. Then take them to the Quick Start Program and go through the same process I mentioned earlier where you tell them that if they will start with the Quick Start Program you can help them find a minimum of $10,000 in just 60 to 90 days. Then offer them the Grant Program just as I described. It's the same basic process. And by the way, I recommended contacting networking groups and breakfast clubs, etc. because I know for a fact these groups are always looking for speakers but can't afford to pay anyone. When you volunteer to speak for free, they will jump all over it. In fact, you could probably make this a monthly event if you wanted to... which would be an excellent way for you to get... and stay... in front of their members. The more they see and listen to you, the more preeminence you will establish. That said, this process isn't just for live presentations. You can also use this exact same process for webinars and teleseminars as well. It's just not as easy to get the butts in the seats so to speak. The networking groups already have butts in the seats for you to speak with, and since they would love to have live speakers, this is an easy route for most of you to take. Again gang, just go online and Google several keyword phrases for your local area. In my area, I would try Overland Park networking groups... Kansas City networking groups... Overland Park business groups... Overland Park meetings or business meetings... Overland Park men's groups and then women's groups. Overland Park groups... Overland Park events and so on. Each one of these entries is going to pull up a substantial number of contacts for you to call. And I could repeat this for every small town and city within easy driving distance. Here in Kansas City, we have something like 30 smaller cities and towns within a 45 minute drive of my home. There's Olathe, Grandview, Raytown, Lee's Summit, Park Hill, Kansas City, Kansas, Leawood, Mission, Raymore, Grain Valley, Belton, Raymore and on and on. Each of these have groups, clubs as well as Chambers of Commerce. And what I like best is I don't have to try to sell them anything. I'm offering my services for free, and I'm making THEM look good in the process. After all, if I head up a networking group, and I'm bringing in professional sales and marketing professionals to speak and provide help for my members, I'm the one who garners all the praise from my members.

8 But listen you guys. Just you standing in front of the room speaking positions you as the expert... and EVERYONE wants to work with the expert. You don't NEED to sell anything, your preeminent status from speaking has already sold them on working with you. They will approach you for help, and none of these groups will have any problem with their members seeking out your help and assistance. So don't worry if some of them specifically ask you to never sell their members. Your mere presence is already doing that for you. So now you have a solid game plan. All you have to do is APPLY this information and pick up the phone tomorrow morning and start calling and offering your services. I also do NOT want to hear any of you complaining that you don't know what to talk about or present to the groups that want you... or that you don't have any type of formal presentation. You already have everything you need. I have placed a multitude of presentations and Power Points in the Coaches Marketing Center for you to download and use in any way you see fit. In fact, a great presentation to use would be the $10,000 Profit Challenge 3 Step Program. The Power Point and the script are there for you to learn and use. I like that one personally because it shows them how to use the elevator pitch template, the business card template and the compelling message template. Then you can grant them temporary access to the site so they can go in and retrieve the templates and watch the training videos... which if you remember... all the videos now have your name and logo branded on each and every slide... further reinforcing your preeminence. I mean think about it. You just bowled me over with a live presentation... then I find out you have your own online business school... and now I'm watching professionally developed world class training videos branded specifically to you and your business. Gee... I don't know... do you think I might be somewhat impressed??? Gang... this is how you should be using your E- learning System. The $97 memberships are one of the least productive ways you can leverage your site. $97 memberships are OK... don't get me wrong. They can eventually create a wonderful and highly lucrative asset you can sell down the road. But when you consider putting dollars in your pocket every week, I would personally be leveraging my system to help me generate more leads and convert more sales for my main business... whether that's coaching, consulting or selling widgets to other businesses. If I can offer sales and marketing help to one of my prospects in return for their business, I'm making thousands instead of $97 bucks. Right now, I'm preparing to tear down my deck on the back of my home and replace it with a new one. Do you think for one minute that I'm going to pay for this myself? In the Ad Library, I have a complete $50,000 marketing campaign with all the bells and whistles. I plan to find a deck contractor that would love help with their marketing and make them a deal. I'll show them how to completely redesign their entire marketing campaign if they will build my new deck. Naturally, I will gladly agree to pay for the materials if they supply all the labor. as all of us know, labor is generally 70% of the cost of the job.

9 And what will that cost me time- wise to build them their marketing campaign. ZERO. It's already developed. I just show them the ads and tell them to change whatever content isn't applicable to their business and have a graphic designer quickly redesign their ads. Instead of having to pay a copywriter to write the ad copy for them, and then pay a graphic designer to design the ads from scratch which can take 20 to 40 man hours... the copy is already written and the graphic designer only needs to reproduce the ads I give them and make some text revisions... about one hour per ad. The contractor I partner with can acquire my $50,000 marketing campaign for about $3,000 in labor costs and another $3,000 in design fees. Sounds like a pretty good deal all the way around, doesn't it. But I estimate that program will save me around $20,000 on my new deck. Sure beats a $97 member doesn't it. Think outside the box you guys. We're giving you all the tools, resources and support you need to take your business to the moon. Start using this stuff and I'll do my very best to keep you thinking outside the box as well. Now get busy first thing tomorrow and start contacting local groups and offering your services. They will need to get you on their schedules so if you call tomorrow I would be surprised if any of them invite you to speak for at least 30 to 45 days. But get yourself on their calendar. Then use the lag time to learn the presentation in Coaches Marketing Center so you come across as a polished pro. And one final thing. I know I've covered a LOT of content on today's call... especially the process I want you to use for this networking group presentation strategy. So let me do one more thing for you. I will have this entire call transcribed word- for- word and I'll ask Craig to post it with the replay of the call so all of you can have the entire written contents of this call. That way when I speak with you to find out how this is working, you won't be able to give me any excuses. Fair enough? So to get the transcription, just go to