Dan Kennedy’s Blueprint for One-To-Many Selling | #Sales - Ep. 03
Update: 2025-01-22
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Description
In this episode of The Russell Brunson Show, we dive deep into the powerful concept of one-to-many selling and marketing - how to scale your message and grow your business by presenting to groups rather than individuals. Dan’s insights are not only brilliant but also practical, especially for traditional and local businesses looking to leverage these strategies in their industries.
Dan has been my go-to source of inspiration and knowledge on selling for nearly two decades, from attending his masterminds early in my career to listening to his courses daily as I built ClickFunnels. Now, as the owner of his company, I get the privilege of interviewing him regularly, and today’s “group sales” conversation is packed with actionable strategies and timeless wisdom.
Key Highlights:
- The power of one-to-many selling: Why it’s the most efficient and profitable way to grow your business.
- Real-world examples: How traditional businesses like chiropractors, real estate agents, and financial advisors can use these strategies.
- Lessons from the past: How Tupperware parties, Botox demonstrations, and more pioneered one-to-many selling.
- Insights for any business: Why mastering this one to many selling skill is critical, no matter what kind of business you run.
Whether you’re scaling your online business, running a brick-and-mortar store, or just getting started, this episode will equip you with the tools to think bigger, sell smarter, and create exponential growth.
Tune in now to learn from the one and only Dan Kennedy, and discover how one-to-many selling can transform your business!
https://sellingonline.com/podcast
https://clickfunnels.com/podcast
Special thanks to our sponsors:
Northwest Registered Agent: Go to northwestregisteredagent.com/marketingsecrets to start your business with Northwest Registered Agent.
LinkedIn Marketing Solutions: Get a $100 credit on your next campaign at LinkedIn.com/CLICKS
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00:00:00
What's the best time of day to get a deal all day with Jack in the boxes all day big deal
00:00:07
meal you get to choose from four on trays like the supreme croissant and five tasty sides
00:00:13
plus a drink starting at five dollars so hurry in or take your time you've got all day at
00:00:19
Jack every bites a big deal do you have a funnel but it's not converting the problem 99.9% of the
00:00:28
time is that your funnel is good but you suck at selling if you want to learn how to sell
00:00:32
so your funnels will actually convert then get a ticket to my next selling online event by
00:00:36
going to selling online dot com slash podcast that's selling online dot com slash podcast
00:00:42
this is the Russell Brunson show hey everyone this is Russell welcome back to the Russell Brunson
00:00:50
show pump to be here with you guys and really excited because over the next 16 minutes you guys
00:00:54
gonna have a chance to listen in on an interview with my mentor Dan Kennedy Dan is the person
00:00:59
I had a chance to learn marking from man back I don't know 15 16 18 years ago maybe it's crazy how
00:01:05
I had realized I've been this game that long but when I first got into this business I was learning
00:01:09
from different people and I remember stumbling to Dan Kennedy I bought his course his bought his
00:01:13
assigned for his newsletter and then I started flying to Baltimore three times a year to learn
00:01:17
from him and from Bill Glazer and for six years I was in that mastermind meeting and that's where
00:01:21
I really learned marketing and business and like the philosophy of success and it was one of the
00:01:26
most transformational like periods of my entire life it was amazing and I've studied Dan forever and
00:01:32
when when Dan and Bill sold to business I stopped going to masterminds I tried to find new masterminds
00:01:37
a plug into that really struggle finding one that was powerful so I did instead as I went and I
00:01:40
downloaded I went and bought every single Dan candy course I downloaded and put all my phone
00:01:45
the next decade I literally listened to Dan Kennedy every single day as I was building click
00:01:48
fun on some planning out strategies and everything I would listen Dan every day because I was like
00:01:52
I wanted his mindset his his like ideas in my head consistently over and over and over again
00:01:57
and Dan is who I've learned probably more about business and marketing than anybody else on this
00:02:00
planet and a couple years ago his company went up for sale again and some years may have heard
00:02:04
the story but I had a chance to buy Dan Kennedy's company I think two or three years ago now which
00:02:09
is cool for a couple of reasons number one come on now how cool is that to buy your mentors business
00:02:13
that's pretty cool but number two is because of that I have a chance to talk to Dan a lot and once
00:02:17
a month I have a chance to jump on a call and pick his brain asking questions and it's a lot of fun
00:02:22
we do that because one of the core products for that business is there's a print newsletter in fact
00:02:26
it's called the no BS newsletter if you're not subscribed yet you should go get a subscription at
00:02:30
nobsletter.com but it's a monthly newsletter with Dan just teaching marketing and business and sales
00:02:34
and psychology and also anyway it's it's fascinating it's amazing so every month I have a chance to
00:02:39
interview Dan and we pull content out that we're going to put into the newsletter and today I just
00:02:43
got done like 10 15 minutes ago I interviewed Dan about one to many selling and the reason why is
00:02:48
because somebody has no that's what I've been talking about pretty consistently with our
00:02:51
audience for the last six months or so right final hacking live last one was all about one to many
00:02:54
selling the selling online event is a three day event only teaching one to many selling in fact if
00:02:59
you haven't got a ticket you should make sure you go to the next one I think the next one's coming up
00:03:02
in a week or two but it's selling online.com we go deep for three days about how to do one to many
00:03:07
selling and it's one of the most anyway it's it's fun but the number one question I get is people
00:03:11
come to that event and they don't have a traditional business that that is used to doing one to many
00:03:16
selling right like chiropractors or dentists or doctors or you know brick and mortar type businesses
00:03:21
and they come into my world like I want to learn how to sell online but I don't understand this whole
00:03:24
one to many presentation houses relate to me I've never had a good way to answer that like I know in my
00:03:28
head the answer but again I'm not a brick and mortar business I've never done it before and Dan
00:03:33
Kennedy for the last 40 or 50 years that's primarily who he consults or brick and mortar businesses
00:03:37
and he does infoproduct businesses and brick and mortars and he teaches them the same strategies
00:03:42
right and so this interview I wanted to ask Dan specifically okay for people of traditional
00:03:47
businesses how can one the many selling work for them and you'd find a couple things number one if
00:03:51
you are a traditional business you've been trying to figure out that missing piece on how do you
00:03:54
like all the rustle stuff with like you're you're more traditional business like this piece that
00:03:59
you learn from Dante will give you like how to bridge that gap between you know the the online
00:04:04
world selling online and and brick and mortars by learning how to do one to many presentations for
00:04:09
local business which is cool but if you're not a local business Dan still is going to drop so much
00:04:13
gold so many ideas so many things that like the nuggets I learned from him 15 years ago that change
00:04:17
everything for me I really asked him those questions so he'd explain those things to you too so
00:04:21
this interview is going to be a lot of fun it's about hour long and again we cover a whole bunch of
00:04:24
things about one to many selling from the brain of the great Dan Kennedy so I hope you guys enjoy this
00:04:30
episode as you're going through it I want you to think about that about yourself like how do you
00:04:34
create a one to many presentation because it is the key I look at how we group clickfunnels right
00:04:38
I try to go click phones a lot of different ways and the way that finally works I created one
00:04:42
presentation and I did it on a live event and I did a webinar and then that webinar 70 or 80 times
00:04:46
live did we ever green it and it's the key to everything right every new business I create the very
00:04:51
first thing it is I created one to many presentations and that is the thing that launches the business
00:04:55
scales the business grows the business it's not okay what kind of business you need to learn and
00:04:59
understand and master the skill and so there's two ways you remember one list this interview Dan
00:05:03
Kennedy's and give you some insanely cool insights about one to many selling and number two make sure
00:05:07
if you haven't yet get your ticket to selling online event so that way you can come and spend three
00:05:11
days the need going deep into creating your actual one to many presentation so you can sell more
00:05:14
stuff to your people so with that said I hope you guys enjoyed this interview with my mentor Mr. Dan
00:05:19
well today what I wanted to talk about so in in in the clickfunnels side of the world that I've been
00:05:29
focusing on for the last like six months with everybody is one one to many selling and creating
00:05:34
presentations and things like that and obviously a lot of the people in the info world understand
00:05:38
that but whenever people coming from more traditional businesses come in they don't see how
00:05:43
any of it applies and so I want to spend time today talking about one to many selling but specifically
00:05:47
as it relates to more traditional or local businesses and so that's probably the kickoff is just
00:05:54
I would love for you to maybe give your thoughts on on one to many selling and how that works for
00:06:00
somebody who's a you know more traditional business well so first of all the actress Tody Fields is
00:06:09
generally credited with the quote I've been rich and I've been poor and rich is better
00:06:14
I have made a living selling one to one face to face nose to nose to toes to toes
00:06:21
my first job was selling that way and I have been a living selling to ten ten from the front
00:06:30
of the room a hundred from the front of the room a thousand from the front of the room and ten
00:06:34
thousand from the front of the room and I will tell you selling to the group is better
00:06:39
the the financial efficiency of selling one to many rather than one to one is just undeniable
00:06:55
and it actually comes from to your question most of what you see that you're familiar with in fields
00:07:09
like ours in infomarketing a really architecture presentation architecture and methods that came from
00:07:23
what we might call normal ordinary businesses for example 1950s into the 60s
00:07:34
was the golden era in America of home party selling and so instead of selling one to one
00:07:46
uppity bought salespeople how to get what a you know living room and fell to them and so companies
00:07:57
like Tupperware and Staleyhole products and and and all of that arrived by this method and they
00:08:06
were all selling ordinary products if you will that were also sold right down the street off the
00:08:16
shelf in the drugstore or at sears or at the mall etc the the direct selling industry built around
00:08:32
cookware and fire alarms and vacuum cleaners a lot of that was one to one but the really smart ones
00:08:44
figured out how to do one to many so like the cookware company that Zig Ziglar sold for
00:08:54
before he became the Zig Ziglar most of the people of the call would know if they know them at all
00:09:01
their top people figured out how to make a sale which at the time was about an $800
00:09:13
set of pots and pans which today would be about 45 hundred bucks probably and then get that happy
00:09:23
enthused customer to invite eight to ten of their friends and neighbors over or a dinner that the
00:09:33
salesperson would cook and present with their new cookware so the cookware was sold
00:09:42
one one to many the many eight or ten not a hundred but still initially will jump fast forward now
00:09:54
initially when Botox first came on the seed a lot of Botox was sold by cosmetic
00:10:11
surgeons and dermatologists and other professionals who could administer it
00:10:17
doing upper wear like home parties it's some of them they booked people to come into the office
00:10:27
some actually did the party did the demo and then set up shop in a spare bedroom and did the Botox
00:10:37
injections for everybody that night and so it's been my contention all along that there's very few
00:10:52
products or services that one to Betty Selly and the applied to in some cases it may not be able to
00:11:02
be the entire selling approach but it can be applied to it two quick examples I had a real estate
00:11:16
broker client for some years who refashioned his business to deal only with real estate investors
00:11:28
and buy and hold investors that flippers so he would run seven hours to educate people about why
00:11:36
they should be buying and accumulating rental properties in order to quote own their own pensions
00:11:45
unquote but then once a week there was an evening for all the graduates to come to
00:11:57
where from the front of the room he presented properties that were available that they had listed
00:12:07
of course that the numbers worked right for investors and he would show the property explain
00:12:15
the property explain the math and then sell the property with like 10 days to do the inspection
00:12:25
the due diligence and stuff but essentially sell the property and take a deposit for it at the
00:12:31
back of the room like you or I would sell courses and then he would do the next one and then he
00:12:40
would do the next one and this got so big that in Phoenix a old kidney shoe store great big giant
00:12:53
tiny shoe store which had great corner placement big parking lot
00:13:01
rather that was all glass so it had great visibility we bought that just to run these meetings
00:13:10
because we would have 300-400 people at what we call the Tupperware Party
00:13:18
on Wednesday nights selling real estate instead of Tupperware second example where this is
00:13:27
more common but it is an ordinary business it's the financial advisor business
00:13:33
and he run free evening workshops free lunch and free meetings of one kind or another
00:13:44
they obviously pitched to Maddie at one time and then they switched to one-to-one closing
00:13:52
by registering people at the back of the room to come in for consultation
00:14:00
chiropractors for manipulation under anesthesia which was big for a while in chiropractic
00:14:10
as a substitute for back surgery I took the real estate model and had chiropractors running
00:14:17
evening seminars and signing people up right then and there for their sessions and running their
00:14:27
credit cards restaurants club memberships and so it's really hard to name a legal business
00:14:41
a local mainstream mainstream small business that can't
00:14:52
devise a sell-to-many opportunity and use the same sell-to-many methods that all these others use
00:15:03
and that you and I have used pretty much for our entire careers.
00:15:08
I have a friend who's a chiropractor and when he came in I first met him he was trying to figure out
00:15:15
this like how do I apply what you're doing Russell to my chiropractic and it's funny I watched him
00:15:20
for years trying to struggle to figure things out and then he was like I need to figure out how to
00:15:23
gather a bunch of people so what he started doing is he would rent out a movie theater and like I
00:15:28
remember Star Wars the new Star Wars came out and he invited all his clinic and his their friends
00:15:33
and everyone he ended up getting like a stadium or a movie theater of like 300 people to show up
00:15:37
and then before the movie got over when the movie got done he stood up into the little presentation
00:15:42
and it signed people up for adjustments and he crushed it with that and I thought it was fascinating
00:15:47
because he asked me he's like how like how should I gather people together to do a presentation like
00:15:51
this and I didn't really know other than you know what I do which is you know Facebook ads and things
00:15:55
like that I'm curious for for more traditional businesses what's the best way do you think or best
00:16:00
ways for people to gather a group to be able to do a one in many presentation well so there are
00:16:06
four really good strategies so one is is leveraging the enthusiastic new customer
00:16:18
and your and your own customer and sometimes you can do it by force so like for chiropractors
00:16:30
we taught and had many docs doing and you should tell your doctor the mandatory new patient orientation class
00:16:40
how to get how to get well faster and the patient had to come and had to bring a buddy
00:16:49
or they were dismissed as a patient so it was a requirement so if he got 10 new patients in a week
00:17:00
he was going to have 10 prospects brought to him at a presentation it's a strategy that came from
00:17:10
weight watchers of the 1950s so often by force or by excitement like the cooking the dinner for
00:17:22
that example I just gave you can get the customer to gather the group for you or you can get the
00:17:32
customers to gather the group for you second strategy is the one you described the non selling
00:17:45
event where either lead generation or selling is actually done the movie theater
00:17:54
acting the movie theater application of that is used a lot by martial arts school owners
00:18:03
and other type of after school child education businesses including music schools
00:18:15
in our world Stephen Oliver and Michael Wang who are both clients of mine and both in martial arts
00:18:23
use it orthodontist use it Dr. Dustin Burleson very successful with it and now they don't go
00:18:34
as quite as far as you did but they will rent the theater often for a
00:18:43
they can have a somewhat related movie the martial arts people it's easiest for because
00:18:50
there's a series of kung fu panda movies and there's there's other kind of martial arts related
00:18:57
films that come out during the year for kids and they'll rent it and they'll invite all the
00:19:06
all the customer families and all their friends and neighbors and they will of course
00:19:14
after their information as they enter and either interrupt the movie with an intermission
00:19:22
or at its start give a brief welcome message and here's what we do and there's literature at
00:19:33
the back of the room and then they will offer them a free class or the chiropractor would offer the
00:19:42
exam that are and sign people up for the next step they wouldn't go all the way to making a sale
00:19:49
on a very small level you have professionals doing this in their offices
00:19:58
where about a particular thing let's say in Visalide they will invite patients with teenagers
00:20:07
to come and encourage them to bring friends, neighbors and relatives and maybe they'll only have
00:20:13
20 or 30 packed into their office for the evening but four or five patients were in the real money
00:20:23
so the benign event that is not quite a sales event is the second strategy
00:20:32
the third strategy is the big open house that there are reasons for
00:20:42
customers clients or patients to bring folks to where you get a meet and greet opportunity
00:20:52
again you may not create a true sell too many opportunity but you will create a market to bety
00:20:59
opportunity Alan Reed and Beber of ours for betty years at Reed's dairy there's a fabulous job
00:21:08
with this once a year with his farm days and has hundreds and hundreds of customers come and bring
00:21:18
friends and neighbors and relatives and they all have data captured in order to enter drugs
00:21:26
and they all meet greet and they are all moved through the dairy store and they are all
00:21:34
signed up they can't be more new as new home delivery customers so the big open house
00:21:44
and the last strategy is the typically non-paid speaking opportunity where you can sell to somebody
00:21:55
else as many and at the local level there are still quite a few meetings there are civic club meetings
00:22:10
welcome club meetings my wife belongs to a welcome club they have a meeting every month
00:22:17
and they have a guest speaker every month most of the guest speakers are too dumb to sell
00:22:23
there's no prohibition to it occasionally one does sell and does well
00:22:34
if you were pretty aggressive about it and you were at a market all the size of yours
00:22:40
or they won of my local markets if you were in the Akron Canton Ohio local market
00:22:50
and you were a chiropractor or you were a financial advisor or you owned a restaurant etc you
00:23:00
could probably have a decent speaking engagement every week and at most of them you could put together
00:23:10
an offer and you could sell so those are the four best strategies very cool hey funnel hackers let's
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00:26:00
to be to be I remember the very first time I got asked to speak at an event and sell in my head I
00:26:08
had this vision what it was look like I remember going and doing my presentation and then when it
00:26:12
got done nobody nobody bought nobody went to the back of the room and it was really embarrassing I
00:26:17
swear I was never going to speak from stage again and then I went to another one of your events I saw
00:26:21
the process again I was like I have to learn this so I remember buying it was your your camera the name
00:26:28
of the the course was like it was like 50 CDs was huge stack and it was all about how to like
00:26:33
how to speak from stage and how to sell and I remember because I remember going through all the CDs
00:26:37
and what I learned was was how different it was to give a presentation that I thought I thought
00:26:42
I was supposed to like teach people and wow them and show them all the information whereas where I
00:26:46
learned from you was different about how to structure a presentation in a way that actually get
00:26:49
somebody at the end of the presentation to buy it to buy the thing and I love your thoughts just
00:26:53
on an overview of of how someone should be structuring a presentation 401 to many event to actually
00:26:59
get that person to go and buy at the end versus like you know that feeling with like oh that was
00:27:04
really great I learned a lot thank you so much they don't buy something at the end how do you how do
00:27:08
you change that yeah so well first of all your experience it was not my experience the first example I
00:27:15
saw was very very successful and my first attempt was it was nowhere near as successful as as I
00:27:26
later developed but but it was a success however your story is one that he is quite common
00:27:37
and I've heard it a lot over the years of I saw this I went and tried it and I got my butt kicked
00:27:47
and I was humiliated and I've decided you know I'm never I'm never going to do that again
00:27:57
and common because your concept your thought of how it worked is common
00:28:07
and that is I'm going to I'm going to tell of all this great information I'm going to give him great
00:28:17
ideas maybe I'm going to demonstrate something and then either without a commercial or with a commercial
00:28:29
act on at the end and by the way always rushed and hurried and done as if embarrassed by it
00:28:40
versus whole tone and body language and physiology all tends to change when they shift from
00:28:48
the 45 minutes of stuff they wanted to talk about and that people seem to be happy hearing
00:28:58
the 15 minutes when they are now trying to sell something they are uncomfortable with and they're
00:29:08
discomfort oozes out of them like the stench of an of an alcoholic first thing in the morning
00:29:17
and the crowd of course feels and senses it but that concept simply doesn't work
00:29:27
the the big thing to discover and learn is that when you are selling one to
00:29:38
many and really by selling we can mean driving them to the back of the room to buy something
00:29:46
or driving them to the back of the room to register for some specific next step
00:29:52
when you are doing that being undetected by the audience the entire presentation
00:30:03
from the very first word out of your mouth is a sales presentation and it is built and engineered to
00:30:13
be a sales presentation where they start and a progressive movement forward of agreement with
00:30:26
item A which is necessary to agree to item B which is necessary to agree to item C using a typical
00:30:36
selling structure within it just as you would use it a webinar or it a sales letter or in an ad
00:30:46
for example you might use problem agitate the problem discredit all solutions to the problem
00:30:55
present your solution as the only one or steps it's very common it's very basic and it's pretty reliable
00:31:04
so your whole presentation is that now the audience still doesn't know that
00:31:14
and when you shift into the what you have to offer that they should take home with them
00:31:23
or that they should do into your call to action there's a little bridge to it and it's seamless
00:31:30
it's not content stop slave on the brakes turn on the commercial
00:31:37
not like a tv show and a regular tv show that an infomercial and a tv show you know stops
00:31:47
and then there are commercials that that's not the way this works this is seamless
00:31:53
that they don't even really know you've bridged them into the call to action until they're there
00:32:03
and there's no change in the way you present I created a business for a guy
00:32:15
at one time and I was speaking to a small group of car owners and he was the speaker before me
00:32:27
there were two of us for the day and he was I don't know late 60s early 70s at this time
00:32:40
had been added for a while was well-known in the profession and beloved in the profession
00:32:46
I had one time he worked with Napoleon Hill
00:32:50
he was Foster Hiver we currently have his nephew as a member purely by accident
00:33:02
so I got there early and that and watched his presentation and he was the most
00:33:14
mesmerizing speaker I've ever seen and I had seen a lot of them and I would still rank him as such
00:33:30
his ability to captivate and hold an audience was second to none and then he got to his offer
00:33:41
and it was the most pitiful pitiful thing I'd ever seen in my life
00:33:47
he physically shrunk and probably aged to 10 years instantly
00:33:59
and stumbled and mumbled like a biden and talked to essentially his pitch was
00:34:09
I have several of my courses on tape in the back of the room there in that big suitcase on the
00:34:18
table and there's a box there next to it and you can take whatever courses you want
00:34:26
and and pay whatever you feel you should pay thank you very much
00:34:31
and I turned to my friend who I who owed the seminar and I said I know this guy's famous
00:34:41
why I came early how in the hell is he making a living because I knew my friend wasn't paid
00:34:50
these were no fee gigs and Roddy said I have no idea how he's making a living
00:34:57
I know he's not making a good one or this is somewhat speaking on prosperity
00:35:02
he stayed and watched me and I no longer recall the exact numbers but out of the other there were
00:35:11
a hundred doctors there and I did I don't know 50 grand for the father and he chased me to the coffee shop
00:35:22
afterwards and then fast that while famous and beloved and busy as a speaker principally in the
00:35:34
profession for many years he was barely paying his bills and I said I can't imagine you're paying any
00:35:45
of your bills I mean that's the second thing I've ever seen and we fixed him I created a business for
00:35:53
him and I fixed him but it wasn't easy so some of this is attitude at all it is and I don't
00:36:04
mean in the sense of positive attitude I mean in the sense of how you feel about
00:36:11
spelling from the front of the room for a lot of people have all kind of hang-ups about why they
00:36:18
shouldn't be doing it and then it doesn't matter what script they have and it doesn't matter what
00:36:27
product they have or service they have they're going to fail so that's kind of an unknown secret
00:36:36
and then the second thing is the presentation has to be structured and crafted
00:36:44
from beginning all the way along to be a sales presentation you don't get to throw in your favorite
00:36:55
joke if that joke doesn't advance the sale you were selling the same product or service one to one
00:37:06
face-to-face would you stop the presentation to tell that joke and if you wouldn't you don't get to
00:37:12
use the joke so there's a discipline to this we do have of course a lot of resources about this
00:37:23
accessible to diamond members including a program called One to Many Selling I have a book
00:37:34
on it so it's a simple you know starter place you you you can get the book and have it
00:37:42
but the thing about this is once you get a presentation that works and you get a you that works
00:37:53
delivering the presentation you have a tremendous asset and you have a tremendous skill
00:38:03
that can be applied to bigger and bigger numbers that where you start and be transferred to media
00:38:11
so what works selling from the front of the room typically will work selling via a webinar
00:38:23
there are slight differences and slight tweaks it'll never work as well
00:38:31
because you don't have the the group dynamic you don't have the visible stampede effect
00:38:36
but it will often work well enough to make you a whale of a lot of money
00:38:45
and it can be evergreen you you may never need to change it again
00:38:54
God forbid and I always always like go knock on wood and say a prayer after I say something like this
00:39:04
but every dollar I have was wiped out tomorrow and I had no better option I could go to the file
00:39:14
cabinet I could get the presentation out that I used selling a marketing system to chiropractors
00:39:24
in 1983 and I could dust it off and I could get ten docs at a room somehow and I could give
00:39:34
that presentation and I could walk out of the room with ten thousand or twenty thousand hours
00:39:40
these things if you have a group presentation that works and you have the ability to deliver it
00:39:49
in a way that works you'll you'll never ever ever ever ever be broke
00:39:55
it's interesting I look back on just the history of ClickFunnels I don't know if you do this but
00:39:59
like when we first launched I tried to launch using different websites and funnels and things
00:40:03
that people were doing and it wasn't tell one of my friends asked me to speak his event
00:40:08
and give a presentation and he's like I only saw a thousand dollar version of ClickFunnels and I was
00:40:12
like I'm selling a free trial I know nobody's setting up and anyway maybe go to the events we made
00:40:17
a package and put it together we sold it and it was first time for me I'd ever had a table rush
00:40:22
we were jumping over the tables and running and buying and I was like okay this presentation this
00:40:25
how we sell ClickFunnels and then I went and I did that presentation live like 70 or 80 times in
00:40:30
a row over the next 12 months just over and any audience I can get in front of like virtual in person
00:40:36
like just over and over and over again and that's what you know built the whole the whole ClickFunnels
00:40:40
business was on the back of one really good presentation and it's funny to this day like I got
00:40:45
asked to speak in the UK last month and I flew out there and just did this exact same presentation
00:40:50
and cheer enough close half the room same numbers same percentages a decade later it just it keeps
00:40:55
on it keeps on working yeah I might as a side point what's interesting about that is when you go
00:41:03
speak in the UK the first time you are almost always counseled by whoever is bringing you in
00:41:13
that those customers are different and that and that they they will respond negatively to
00:41:24
American style very aggressive selling and it's a complete lie just ignorance because your experience
00:41:35
is my experience and it's been the experience of others the first time I sold there I didn't change
00:41:45
anything and I said you know I'll be damned if I'm going to change a presentation that I know works
00:41:55
and exchange it for a presentation I don't know if it works as you think the brits are different
00:42:05
and they're not and I did a presentation for Frank Miranda a number of ours in Italy with the
00:42:17
audience made up of people from four different countries and I had to speak through a translate
00:42:22
here which if you've ever done that is not a lot of fun because you have to slow down
00:42:30
and when you speak to sell by the way the title of my book is speak to sell when you speak to sell
00:42:36
which you also know you speed up you don't slow down you give it to them drink for a fire hose
00:42:45
speed not slow pedantic teaching speed you don't want them to get it all
00:42:54
what they've ever said that they didn't get it all so they got to get it in the box
00:43:01
and it's hard to do humor when it's being translated into four different languages
00:43:08
but still other than that I didn't change anything in presentation content or style
00:43:22
or structure and it didn't matter what country that they were from they all bought
00:43:30
and so in the US people will get in their heads my customers are different so they will get from
00:43:42
you and me how to structure one of these presentations and deliver one of these presentations
00:43:49
and the financial advisor will tell you well uh no my my clients are more sophisticated
00:43:55
and they all have PhDs and they're not going to respond to this my clients are doctors there
00:44:05
you're never going to see doctors or lawyers stay in P to the back of the yes you will
00:44:11
and I've done it with all of them because it doesn't matter
00:44:19
whether they're doctors or even if they're lawyers uh human nature is human nature
00:44:25
and stimulus and response is stimulus and response behavioral site is behavioral site
00:44:33
and so you want the stampede effect you want them knocking people down and jumping over tables
00:44:40
to get there you can do it pretty much with any audience I spoke once at um uh the excellence
00:44:48
in dentistry conference so I think you know right before or right after the smothers brothers uh for
00:44:55
some strange reason we were in a separate conference building small that big like you're going
00:45:03
to be an invigas but a separate thing not part of the hotel and um so the product tables were
00:45:13
actually outside the conference center you have to make a pretty sharp right out the doors
00:45:19
and they were on the walkway between the conference center and the hotel
00:45:25
and they were like 300 dentists and I said this is no good because people are going to get hurt
00:45:34
I mean I'm going to send them all running and it's like a four lane highway squeezing down to one
00:45:41
lane exit uh with a right turn in it uh people are going to get hurt and they're like laughing at me
00:45:49
I'm not going to get these dentists uh to run anywhere trust me okay um and we actually had one
00:45:59
dental assistant um had two figures broken as she got knocked out at somebody stepped on her head
00:46:08
and I mean people got slammed into the wall and were climbing over each other and waving credit cards
00:46:14
and um they said afterwards the the guys at own excellence dentistry they never see anything like
00:46:23
that before and couldn't believe it was possible but you know a human engineering if you will
00:46:31
this human engineering and it's an important thing for people to learn whether we're talking about
00:46:38
speaking to cell and telling one to many or really doing any kind of marketing um
00:46:46
foundational stuff that drives it your business is not different the customers are not different
00:46:58
I have a big poster uh Dr. Tom Oren who's a member of ours made for me
00:47:04
matters on it that says but my business is different
00:47:08
because so many people say that the fact that and we fight it with new members all the time
00:47:19
um the idea that my business is different my customers are different my clients are different
00:47:28
and no they're not um um it is stripped down to stimulus and responsive behavioral
00:47:37
psych they're all the same every single one of them hey funnel hackers let me paint you a picture
00:47:46
you're running a business your funnel is finally converting like crazy and suddenly it hits you
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you need to hire someone like yesterday maybe it's a copyrighted hope you crank out more
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it's all that you need hey funnel hackers I want to talk about building your business you've got
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amazing we talk about one of the things I learned from you it's interesting because I see people who
00:50:00
have a chance to speak in front of people and sometimes they get on stage and they nail other times
00:50:04
they get on stage and they they bomb and a lot of times they don't understand why and one of the things
00:50:09
I learned about you is just how important it was when you created a presentation that's structured to
00:50:13
sell that you you follow it to the tee and I've become very good at that because of what you taught me
00:50:17
about that I love you shex I think sometimes when we're teaching other things we're going live on
00:50:22
Facebook or doing other other types of teaching we're kind of we can go down different rabbit holes
00:50:27
and tangents but when you're speaking to sell when you structure something you don't want to deviate
00:50:30
from that at all and I love to talk about that so a pet peeve of mine is a lot of what I see
00:50:38
put up and done online not adhering to this at all people wing it to get an audience together
00:50:49
which is a dollars or time or reputation expensive thing to do
00:51:00
and then they sort of jump on and operate with obviously a little or no preparation
00:51:12
and at your point they'll do a webinar for example and they'll do it let's say once every three
00:51:25
weeks drive an audience to it and it's not the same they do they say different things they do
00:51:33
different things which means they don't really know what works and what doesn't work
00:51:39
and this is acidity when you go see a Broadway play
00:51:53
it doesn't even resemble the first script if it's successful a bunch of really smart people
00:52:02
spent an enormous amount of time getting to the first script then they started to try it out
00:52:11
and found the dead spots and the spots they thought people would react to that they don't react to
00:52:20
and then they fixed it and they fixed it and then they typically go do it off Broadway with small
00:52:29
audiences and then finally they have a play that works nobody is going to deviate from that forever
00:52:39
more if you see the wicked that worked you're going to see the wicked that works and from night to night
00:52:48
nobody gets to improvise that's not the deal and we can say that about you know anything
00:53:00
that is a performance meant to get a response
00:53:09
Leno almost every week went to a small comedy club in LA on open mic night in order to test a bunch
00:53:23
of the monologue material that he and his writers had prepared for use in the coming week
00:53:32
and if any of it killed it would migrate into his Vegas act he didn't just walk out
00:53:41
when the curtains opened on the tonight show and wing it
00:53:46
and once he had an act
00:53:51
for Vegas he flew up almost every Friday night and did Vegas
00:54:00
he didn't change that act for months maybe even years
00:54:06
so a lot of selling success is about discipline and figuring out what works
00:54:18
and then having the discipline to perform it and to perform it the same way every time
00:54:30
even people who are speaking to persuade but not actually making a sale
00:54:37
so they have more flexibility but what you will find is they are all modular
00:54:49
meaning they all have pieces of material that work for them that they pull out maybe in different
00:55:02
order in different situations and deliver them the same way the same time
00:55:13
I, as you might imagine, took a mental bath in the inauguration yesterday
00:55:19
I watched pretty much from beginning to to the end
00:55:26
and Trump has what we call Trump's greatest hits
00:55:36
he's got pieces of material that he has owned to perfection
00:55:42
and he trots out and delivers them exactly the same way every single time
00:55:50
music entertainers sometimes get really grumpy about audiences not wanting to hear their new stuff
00:56:02
you know Mike Nazmat or the Monkeys who was who was disaffected and came back
00:56:08
Mike said he couldn't he couldn't go into a restroom without performing
00:56:14
last train to Clarksville because people want the greatest hits
00:56:19
and so like Trump has a piece of material about windmills all the Bentley
00:56:27
its end is Gladys I know you want to watch your favorite president tonight on TV
00:56:35
sometimes he will substitute I know you want to watch Wheel of Fortune tonight on TV
00:56:40
but we can't because there's no wind
00:56:43
and so he does this whole bit about windmills he does it almost verbatim every time he does it
00:56:51
and he gets laughs at exactly the same places every single time
00:56:57
well that's how you perform when you speak to cell which will include getting laughs by the way
00:57:04
once you get it and you get it right my magnetic the version of my magnetic marketing selling speech
00:57:16
that I gave it all the big success event the AV crew said that they could set their watches
00:57:26
by how many minutes in I was going to hit X piece of material every single time
00:57:33
I did that presentation that version of that presentation over 800 times
00:57:43
and I'll bet you if you had transcripts of all 800 you would find three words of variance
00:57:55
and if you had a ball of video you wouldn't find any physical movement differences just your differences
00:58:02
either so it's one thing if you build the one it done and you're going to go give a presentation
00:58:10
and you're never going to give it again and so it's not a big opportunity still
00:58:18
there's reputation issues in a marketplace that have to be considered
00:58:25
so you shouldn't take it casually what happens a lot online is there's the idea that it doesn't cost
00:58:35
anything so we'll just jump on there and do something
00:58:44
be an awful lot of bad sets you know where they're in front of a flat bookcase
00:58:51
a wall with an unrelated painting on it you're supposed to be a financial expert
00:59:00
and she's doing it in her kitchen and you see some really stupid stuff
00:59:07
that if people had to spend money to do it wouldn't happen
00:59:14
but just because you're not writing a check
00:59:16
to a conference center or a TV studio you are spending time you are spending audience
00:59:28
you're spending word of mouth you're spending reputation
00:59:33
and if you're doing it online you have any size audience at all you can you can be certain
00:59:42
that people are going to yak about it in social media after you do it
00:59:47
and if you're crappy at it or it looks lousy people that's what they're going to focus on
00:59:57
so again you can have the best script in the world but you haven't got the other elements right
01:00:06
just as you have to be concerned with a room if you're speaking live in a room
01:00:13
I can't tell you that other times I've arrived somewhere and they have the room set up
01:00:20
100% wrong and I have to make them redo the room so these details matter and what you figure out
01:00:35
what works best in your situation you want to lock that in
01:00:44
so that it's like automatic for you you know Patrick my home
01:00:51
he looks like he's running around playing backyard football with Kelsey out there
01:01:02
but that ain't the truth those two guys do extra practice and they rehearse all those goofy scramble plays
01:01:12
and Mahalves knows exactly where Kelsey's going to be but a play breaks out because they've scripted it
01:01:20
and he certainly isn't changing his throwing motion randomly every game
01:01:28
oh I think oh this week I think I'll throw it with my left hand no people lock in what works for them
01:01:37
they figure out what works and they put a lock on yeah that was one of the most powerful things
01:01:45
I've heard you teach that first time and so for me it's like I'm probably not at the
01:01:51
quietest clockwork is you but it's the same thing like same jokes same thing same story same and it's crazy
01:01:57
just how simple that is and then what's cool at least for me it's it's like especially when
01:02:02
you're first doing a presentation it's like you feel the you feel the roles you feel the parts that
01:02:06
aren't working and see go back and just tweak that and change that and what we did that worked real
01:02:10
well was we were doing webinars we do the webinar and then afterwards we'd export all of the comments
01:02:16
and see like oh minute 15 people getting confused or we hear people asking questions like
01:02:21
you gave me the ability to know what to tweak and to change kind of like you talked about with Wicked
01:02:24
right the first time you're doing the show to the point where it's like we had a presentation that
01:02:28
was flawless now it's like now let's just do this as many times over and over and over again word
01:02:32
forward and it was funny because I spoke it this one big event and when there's 9,000 people I did
01:02:38
the presentation and actually they invited me back and it was it it was a bigger stadium like
01:02:42
35,000 people and I gave the same presentation and people were like I can't believe it's the same
01:02:46
presentation twice and I was like you just want to understand there are 9,000 people this one there
01:02:50
now there's three times as many people and probably you know the 9,000 maybe 2000 those actually showed
01:02:56
up so it's a new audience even though some of you guys have heard it before and I also found that
01:03:00
that I would the people with register for the webinar watch it three four or five times before
01:03:05
they be willing to buy and so it was like it was a lot disciplined for me to not want to change
01:03:10
it or tweak it but by just being consistent with think over and over and over again that was the
01:03:14
that was the secret that they built our home yeah by the way that is a big secret
01:03:19
so we can close on that people ought to hear it a lot of the purchases
01:03:26
for booking an appointment to come in to an advisor or a doctor a lot of response
01:03:36
happens after four or five exposures to the same pitch
01:03:44
so people will get same direct mail piece again and again and again
01:03:56
in financial services let's take Fisher so if they if they if they fit a particular demographic
01:04:05
profile they're going to get that same Fisher piece five times a year and a significant number of
01:04:16
them will say anecdotally they have opened it they have read it they all most responded
01:04:26
and then finally the fourth time or the fifth time they did with infomercials TV infomercials
01:04:35
which you can click in and out of and so they have some similarity to web presentation
01:04:44
we we knew statistically from from surveys from talking to customers that a great many of them
01:04:55
watched the entire program 28 and a half minutes about a mop four times before they ordered
01:05:06
and so that's how media works and that's one disadvantage of selling from the stage
01:05:17
or selling one to one in person is you don't get to gather a ball up again a two week later
01:05:29
and and lay it on them again you don't get to go to the hall where the office make the presentation
01:05:37
that makes the sale and come back next week that's the guy down to do the same presentation
01:05:42
you don't have that opportunity but with with almost all media you do and with web media
01:05:54
that is odd to be of access people can come back on their own just as you described
01:06:04
and watch it again and watch it again they will not everybody of course but a significant number
01:06:15
of the buyers do they are getting to a point of belief through repetition
01:06:27
and you want to take full advantage of that repetition in your media strategies
01:06:38
whether mail or email or webinar or etc media strategies should provide this repetition
01:06:50
opportunity whenever you can be at a titanium member fellow member for a long time's names
01:07:00
Rod I pack and his info business at the time sold to auto repair shop owners
01:07:08
and he had a little direct mail booklet that worked a list of independent auto repair shop
01:07:18
owners is not big it's not a big niche market which was one of its problems but that booklet worked
01:07:28
gee if only we could get him to read the booklet again and again they buy
01:07:33
and so for almost two years he mailed the same booklet to the same list every month the only thing
01:07:42
we changed with the outside page we changed the color of the paper and got almost the same response
01:07:51
month after month after month after month I'll give you one more speaker years ago's name was
01:08:01
Chris Hagerty leadership guy and Chris had gotten a big article written about him one of the
01:08:08
error in magazines belts us I think and we were on a flight together and he was telling me that he
01:08:16
was ever going to have to market for months because when the article came out he actually was
01:08:24
buried in inquiries from the kind of corporate executives that he needed to book him
01:08:31
and he said geez if I could just make that repeat and I said well why not he said well
01:08:39
they're not going to publish exact same article about me every six months I said no but they'll
01:08:44
sell you four pages and you could republish the same article every six months since you're buying
01:08:53
it and tweak it if you want and you can strengthen the call to action at the end but if I were you
01:09:00
I would just buy four pages and make a deal with the writer and pay Earl O'Fee and run the article
01:09:11
and he did it at least three times and he got basically the same kind of response each time that he
01:09:17
did it so repetition is advertising marketing it's selling it is an important factor obviously
01:09:25
as direct marketers we believe in getting it paid for each time not like brand advertisers get
01:09:34
do it but but it is important yeah that's awesome well thank you Dan that's a lot of cool stuff for people
01:09:42
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