outcome, and as we do that again, the scepticism is going down as we
continue to provide more value, trust levels and desire increase. Do you see
how this is really radically different from what everyone else is doing?
Now, stop and think about the person going through this process.
At this point they’ve downloaded your HVCO. You’ve hit them with a cool
and valuable piece of information. They’ve done an audit for their social
media channels. Then you’ve given them a video that tells them the things
not to say to an influencer, and they’re like, ‘Wow, this is just awesome! This
person (you) just provided me all this value, and they haven’t even tried to
sell me anything. They’re literally just dishing out value, without asking me
for anything’.
Ok, let’s keep moving! The way these videos are designed is that 80% is
value and content and 20% is a pitch at the end where you say:
‘If you’re enjoying this content and this whole process, then you’ll want to
know that I’ve put some time aside on my calendar for you to schedule a
call’, and simply insert your Godfather Offer here.
If you’re a PR consultant, your Godfather Offer might be a 12-Month PR
Blitz Blueprint of exactly what you can offer. You might also add in what
those press milestones would look like over the next 12 months in a calendar
format.
We’re using our Godfather Offer like an ethical bribe to invite people to
speak with us. And what happens next is almost magical!
Instead of cold-calling or begging your friends and colleagues for referrals,
you’ll have people reaching out to you and booking in on your calendar… all
robotically and automated!
You can use a service like Calendly or ScheduleOnce where you can prefill
your availability and block out times that you’re unavailable. And let me tell
you, these are the hottest leads that you will ever get.
Because all you’ve done is provided value to them, and you’ve already
proven that you’re unlike everybody else, so their scepticism has already
decreased. So they’re going to reach out to you and book in a time on your
calendar when they’re ready, willing, and able to do business with you.
Usually when someone downloads a piece of content online, they then start
receiving calls, with people hammering them with the hard sell, asking them
to buy straight away.
They’re doing the equivalent of walking into a bar and asking someone to
marry them straight up cold. But not us, no. This process is radically different
from that.
Let’s keep rolling.
At this stage we’ve provided them with two valuable pieces of content and
they’re moving towards their outcome. Let them sit for a day or two at each
step, making them really hungry for that next piece of content. Remember,
you always want to hint in your emails that there’s something else coming.
Like, ‘You thought this was great, wait till you see what I’ve got to show you
in the next two to three days’. This makes them eager to open up all your
emails and see what treasure is inside.
Usually when you get an email from someone that’s marketing related, you
delete it, often without even opening it. However, with The Magic Lantern
Technique you’re making people eager to receive your emails, and that’s a
very, very powerful thing.
At this stage we think, ‘Okay. What’s the next step we need to implement to
move them one step closer to where they want to go?
Step Three
We’ve already told them ‘The 11 Things Not to Say to an Influencer’. A
great next step at this stage might be an outreach template to pitch
influencers. We can dress that up and make it really sexy, something like,
‘Our Five-Step System for Getting Featured on Tech Crunch, Entrepreneur,
and Forbes in 30 Days or Less’, and give them an outreach template they can
use to contact influences and start getting featured on blogs.
Again, we’ve moved our prospect one step closer to their desired outcome
and by doing this we’ve also lowered their scepticism and simultaneously
increased their trust and desire to do business with us.
really is a strategy to get prospects banging down your door to do business
with you. Making them jump through all types of hoops and even refusing to
sell to them straight out of the gate drives them wild!
Remember, our goal is to keep moving that prospect towards their desired
end state by giving them value in advance for free. And at this stage people
will want you to start pitching them… But we won’t be doing this just yet.
Don’t worry, I know what you might be thinking… ’Wow, Sabri, I’m not just
going to give out all my services for free’, and that’s not what I’m asking you
to do. Yes, there will be a percentage of people who go through this process
and will get great results, and might want to just do it themselves without
paying you a penny, and that’s fine! All power to them. You’ll be providing
them with a whole bunch of value, and that’s going to happen in any case,
right?
But right now, today, not everybody who contacts you or asks for a proposal
buys from you, right? Of course not, because in marketing we’re only ever
counting on a very small subset of the market to actually take the desired
action we want them to. Whether that’s clicking on an ad, coming through to
our landing page and converting into a lead or sale, booking an appointment,
or a prospect becoming a paying client. It’s always going to be a small
percentage of people who actually do that thing you want them to do.
That’s how business works, and it’s what we count on as marketers. With all
the people who don’t do what we want to do, typically, everyone else is just
hammering these guys with the usual horse shit – Buy! Buy! Buy! Cold hard
sales messages, over and over again.
They’re not building any value in their marketplace. By going through this
process, we’re increasing the total percentage of people taking the desired
action we want them to, which is the end game and results in mucho dinero in
your pocket.
And when I say it increases the amount of people that buy, I mean it
dramatically increases sales!
Because this process is the easiest way I have ever discovered to become a
master of persuasion, this simple approach will make you one of the most
persuasive people on the planet, no matter what field you’re in. This is the
‘master secret’ of knowing how to persuade almost anyone to do almost
anything.
Remember, because you’re going through this whole process, all the people
who don’t buy straight away are going to stay on your list. They’re not going
to unsubscribe because of all the value you’ve provided, and you’ll create a
lot of brand equity, trust, value, and goodwill within your marketplace, which
is just so different to how everybody else is marketing themselves; and when
you do that, they might not be ready to buy right now, but when they are
ready, who do you think they’re going to go to? You!
In addition, the customers you really want are not going to have the time to
do all this, right? Even though you’re giving them all the tools, they’re not
going to have four hours a day to work on the public relations for their
business. At this stage, we’re just proving to them that we can really help
them, whether it’s today or tomorrow. By giving them real value in advance,
we reduce their scepticism and increase their trust and desire to work with us.
So let’s take a look at where we are. They’ve raised their hand with a HVCO,
then they’ve downloaded the 12-Step Social Media Audit from there, then
we’ve hit them with the video of ‘The 11 Things Never to Say to an
Influencer’. They’ve gone through and gobbled up that content.
Then, after we’ve told them what not to say, we’ve actually given them a
blogger outreach template, which they can use straight away to reach out to
influencers at Forbes and Tech Crunch or wherever they want to get featured.
By this stage, they might have received some results and said to themselves,
‘This is just incredible. This is so cool! I’m getting all this value. Their
strategies work. I believe this person can indeed help me!’ Their scepticism is
almost gone – and then we offer them one more piece of value.
It’s important that all of these steps feed into the big picture. You don’t want
to be talking about an outreach template before they’ve got these other things
in order. It’s a gradual progression to get them to that desired end outcome.
You don’t want to lead with the biggest thing that’s closest to their desired
outcome, because that doesn’t make sense in the chronological order of the
steps.
The Press Release Template
The next action is to accelerate their results and pump them up on steroids by
giving them a press release template. This allows them to go out and really
blow things up and thread in any of those credibility points from the blogs
they’ve been mentioned in, which is going to increase the likelihood of this
press release really catching wildfire and getting traction. So again, we’ve
moved them one step closer to their desired outcome.
They’re really, really close to getting the desired outcome they really want,
and throughout this whole exercise their scepticism has pretty much
evaporated and their levels of trust are sky-high.
They trust in our strategies and in us as the authority expert; the scepticism
has been removed, thus the friction between you and making a sale has
eroded.
Let’s not forget, your goal through this is to not only create goodwill and
trust, but to also generate leads and make sales. If you’re in the business of
selling a service for a fee, the end goal is to get people on the phone. Because
we know in order to get paying clients, we’re going to have to jump onto the
phone and speak to people, and we want to make sure that by that point, their
scepticism is as low as it can possibly be. And we want to make sure that
their trust and desire to work with us is as high as it can possibly be, so we
don’t jump on calls and need to whip out high-pressure sales tactics and be
really sleazy and do what everybody else is doing.
If we do all this, then we’ve done all the grunt work and heavy lifting. When
you jump on that call, you don’t need to be a killer salesperson with hard-
core closing techniques because you’ve already answered the biggest
questions on that person’s mind, which are, ‘Can I trust you? Does this stuff
actually work? Will it work for my business?’ And you’ve already crossed
those hurdles, because by providing value and results in advance, you’ve
proven you’re a reliable partner.
You’ve picked up your magic lantern and taken them down the path, and at
the end of that path is their desired outcome, the one they’ve been searching
for. You’ve illuminated the way throughout that process and proved to them
that you can help.
I can’t stress it enough; this is the most powerful approach to generating
itchy-to-buy leads that create an avalanche of sales for your business. It’s like
nothing you’ve seen before, and it will almost instantly position you as a
trusted authority in your marketplace.
If you’ve ever wondered how to generate more piping hot leads than you
could ever imagine – this is it! You’ll be jumping on these calls and there will
already be a relationship. They’ll feel like they know you because they’ve
watched all these videos and accepted your free information.
It’s a proven and predictable way to get your prospects calling you at the
moment they’re ready, willing, and able to give you their cash!
They feel like they’ve got a connection with you, and all the resistance that’s
typical on a sales call has been removed because you’ve already answered
many of their key questions.
Action Points
Look at the King Kong funnel example that uses video and email
sequences and create your own. We’ve supplied you with the
roadmap, now go build it out.
PHASE 7:
Sales Conversion
Now that you’ve generated a list of leads by getting prospects to raise
their hands and say they’re interested in what you’re selling (we
know this because they’ve downloaded your HVCO), and motivated
them with your Godfather Offer to ask for help in an ethical way (a way that
genuinely helps them instead of being based on hype and pressure), the last
step is the sales mechanism.
The job of the sales mechanism is to make a sale. Whether you’re delivering
your sales pitch over the phone, face-to-face, at a seminar, or through a
webinar, everything leading up to this point has brought you here, and now
it’s time to close the deal.
If you’re selling a service, the best way to close the sale is to have a free 30,
45, or 60 minute zero-pressure, very helpful sales conversation. This
conversation can close 80% or better, depending on your own individual
results.
Sell Like A Doctor
Throughout my sales career I have read over a thousand books and made over
one million sales calls - so I’ve learned a lot from my work in the trenches.
But the biggest breakthrough I had about selling came from the most
unsuspecting place of all… Doctors! That’s right, it was only after I learned
to ‘sell like a doctor’ that my sales truly exploded beyond all belief!
What do I mean by ‘sell like a doctor’?
I’ve found that 90% of salespeople get it wrong. They basically vomit every
feature and benefit of their service during their sales presentation in the hope
that something hits a nerve that will make the prospect buy.
This is the equivalent of having an appointment with a doctor where they
poke all your body parts while asking, ‘Does that hurt?’ and ‘How about
here?’
Instead, a good doctor begins by asking, ‘Where is the pain?’
Remember that in the medical profession…
A prescription without a diagnosis is malpractice
And i
t’s the same in sales.
Once you’ve got a prospect raising their hand to identify themselves as
interested in what you’re selling, and you have them motivated to schedule a
call to speak with you using The Godfather Strategy, only then is it time for
you to make the diagnosis.
Because you must understand, even when you use the advanced selling
system outlined in this book to qualify leads, there will always be a
percentage of prospects who won’t be a great fit for what you’re selling.
Selling is about taking your prospects from a less desirable ‘before’ state to a
more desirable ‘after’ state, and if what you’re selling doesn’t deliver your
prospect to their ultimate desired outcome, then – to put it simply – don’t sell
to them!
Imagine you walked into a doctor’s appointment and they prescribed you
medication before even asking what brought you in.
You walk in there and the first thing that the doctor says is, ‘Hey, I’ve got
these new antibiotics that just came in. They’re really good and I think they
can really help you out. I’ll write you a script now because you definitely
need them’.
Naturally, the first thing you’re going to say is, ‘Wait – why do I need
antibiotics? I have even told you my symptoms’.
Such a doctor would have their licence taken away from them and likely be
thrown in jail.
Now, if you sell the wrong thing to a customer the consequences won’t be as
harsh, but you will have problems on your hands very quickly.
You don’t want to get onto a sales call with a prospect and have a
preconceived attachment to selling someone a particular product or service.
While that may be your ultimate goal, starting out with ‘selling’ in mind is
the wrong approach.
That’s just like the doctor thinking the next person who walks in the door is
going to need these brand new antibiotics.
You want to have your attachment on an accurate diagnosis of the problem.
Think about when you walk into a doctor’s office. A good doctor will have
all of his or her attention on giving an absolutely spot-on diagnosis.
That’s what makes a good doctor and it’s what makes a good salesperson.
You have all of your attention on the diagnosis, not the prescription.