The RIP Show - Richard Chancy

TRS 11 – The Perfect Customer Life Cycle

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Host: Richard Chancey
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What You Will Learn

1. 6 Ways to Ask for the Upsell
2. About Referrals
3. How to Map It All Out

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Transcript +
[00:00:00] The RIP show where it's all about building revolutionary information products so you can work smarter and scale your business faster and now your host. Richard Chancey.

[00:00:11] Hey this is Richard Chancy and I wanted to say welcome back to the Rip show where we're talking about revolutionary information products. And I just wanted to say thanks for thanks for being with me on this journey. If you don't know already we're right in the middle of season one but we're also in a mini season in season 1 where we're talking about this thing called the perfect customer life cycle. Now what is a perfect customer lifecycle. If you've been with me up to this point you know but I'm going to keep reinforcing this idea because it's so critical. It's seven stages attracting traffic capturing leads nurturing prospects converting sales delivering and satisfying your customers. And today we're going to talk about upselling and getting referrals. We're going to close out with these last two steps. Talking about this now why is this important. Anybody that I've consulted with over the years whether that's organizations inside of the church world where I spend a lot of my time are outside of church world. I use this seven step process as a diagram for how we're going to go out in and make a huge impact in a very short period of time with people. And what I do is I basically do an assessment for these companies or organizations including my own and I take a step back from them I use the seven steps and I say OK where are they failing. What's the hiccup in their sales process. Their cells funnel. And where can we make the biggest dent in that in the shortest period of time. And then that's what we go after first off.

[00:01:31] So today we're going to close this thing out by talking about two really important things that are often missed. I know that the first couple of years in my business on this both of these things and only recently have we really begun to employ an effective referral strategy so I'm going to talk about both of selling and getting referrals today. So the first thing we're going to start with is this idea about selling Now what is selling a lot of times you're going to give people a single option or options or two options when they come into your funnel to buy your core product. That's what most people do. I'm going to dive into that in a second. But the bottom line is when somebody comes in and that doesn't mean that that's where you need them to stay. You need to constantly give people the opportunity to go farther faster with more content. You're going to get a lot of people that ask for more upfront if you don't provide them with a solution I'll promise you 10 to 20 percent of the people that are buying your product would upgrade if you had that available. I know this because I'm a prime example of how not to do it for a long period of time before we really engage with it so when we dive in and talk a little bit about my business and what the strategy looks like in my business I'm going to give you some very statistics driven information here so stay with me.

[00:02:40] So my product the core product in the church world is this 24 month process that we charge 99 bucks a month for 24 month months. Let me just say this right now and stop for a second and say this don't make your payment options 24 months in fact the longest you probably ever need to make a payment option is six months and that's even a bit aggressive when you go out that far what's happening is you're making people make the decision about your product or service every month for that long a period of time and they are not fully committed until this thing is paid for. So don't make it that long. Six months at the longest. I like a one time payment option and a three month option for the stuff that we're doing now and I would highly encourage you to stay away from anything that's far outside of that. So right now we all for 24 months at 19 bucks a month. We have a goal up to six months for 299 a month. They say $582 And then we've got a one payment option that we give them after they get into the process. That's fourteen hundred ninety nine dollars that saves them almost 900 bucks on our digital product. Now if I ask you I'm going to ask you a question right now and because I'm asking you this question. You're going to know that the answer is not obvious which of those three options do you think is worth most to my company. The option where they pay us 20 $400 over 24 months the option where they pay us $1300 over six months or the option that they pay us. Fifteen hundred dollars one time. OK.

[00:04:00] But so far it is the fifteen hundred dollar option even though the customer is saving $900 by doing that. Literally we've sold close to 200 units of that $4500 cell. We have not had one single person cancel and that we've not refunded fourteen ninety nine one single time we even have an offer where we give people their money back after 24 months if they've engaged with the process and it doesn't work. We haven't give any of those away now we're only about three and a half years in and it's a two year cycle so we don't have tons of people that have completed the process yet so that may come back at some point where we have to refund some of that money. I don't think we will because number one our products awesome. And number two when people buy upfront like that they are fully engaged so buy for that one payment option for us drives the most revenue or a company a one payment option person if 1099 is worth $1499 to our company. The six months option which is to 99 a month which ends up being about $1500 in total that option is worth a little bit less than $1200 a month or twelve hundred dollars total to us in the ninety nine dollars a month is worth just over $900 to us over that two year period. Now think that makes a lot of sense because when somebody is buying something for $99 a month moving towards two years of pay in that they are still they still putting a foot in the water and you're not fully committed.

[00:05:21] When people get together and they make a decision to spend fifteen hundred dollars on a product like this we've coaxed him through the process to make sure that they're ready to do this. We give them plenty of time to back out 60 days upfront but once they've committed once they're in that kind of money we know they've had a meeting we know they've got approval from the people that are going to be involved to make this thing happen. So we've really understood the sales process to get them to engage in that way and I believe that that's why we have fewer people backing out now in the beginning days of my business. I did not have an up sell off option. We were only selling the $99 a month thing and if you think about that we went from a $900 a month average client value to fifteen hundred dollars a month just by adding those up sales into the process. Okay. So I hope that makes sense to you if you don't have an upscale process or you don't have a strategy for selling. You need to get one and get it quickly if you're already selling your digital product. This needs to be a part of the go forward thought process. As soon as you get off of this podcast today if you don't have your product yet I would highly recommend that as you're building your product you're thinking through your upscale strategy as you go along. Okay. So let's not mean right now and just talk about six ways to ask for the sale and the first time to ask for an up sell is right up right after they sign up for your lead magnet. Now technically this is not an outsail if somebody comes on to your list.

[00:06:41] They've never bought anything from you. It's technically a one time offer but I think of it as we're giving them something for free and then were up selling them into a low cost digital product. Now once somebody purchased from you other than their payment and other than having them engaged What do you have. You've got a credit card you've got a form of payment for them now that may not sound like a big deal to you if you don't live in this world of selling products online. But the difference between having a credit card and not having a credit card is enormous because when you don't have a credit card they have to fill out an order form to make a purchase. When you do have a credit card all they have to do is click a button. It's so important that you begin to make offers right off the bat to your list for a number of reasons primarily because you want to engage with people if they're interested in your thing now they're going to be most interested in what you're doing right now. They will probably lose some interest over time. We all know that that's true. The number two reason that you want to do that now is because that money that you're going to generate off of your one time offer right after they come onto your list. A lot of times that money that you're that you're making right there will offset a significant portion if not all of your marketing costs.

[00:07:50] We sell a $47 product right after people register for one of our webinars that 47 dollar product over the last 18 months has covered about 85 percent of our marketing costs. Think about that if a cost me $2 in my one time are for is of offsetting 85 percent of that lead is really only costing me 30 to 40 cents. And that's just an incredible opportunity for you to engage people and offset your costs and if you can get it where it's you spend an hour and you make a dollar on your one time offer. Then you can literally generate leads for free may and I hope that makes sense for you if you don't hear anything else I say today make sure that you are engaging with people right off the bat you're giving them a ton of value and a lead magnet and as soon as you do that what I do is a little bit of teaching a 10 minute training and then I make that 47 dollar offer. Right now we're selling about 4 percent of the people that register for web and are into that digital product. OK. Hope that makes a lot of sense to you if you're not already offering help sell of that nature a one time offer right after people come onto your list. You need to think through that strategy right now. The second opportunity for an up sell is with your initial offer. Now let me tell you this. We're just starting to do this. I don't know that I've done this wrong. I just had a different philosophy about this. So your initial offer let's say that you're doing a Webvan or you're doing a sales page when they get down to the purchase action. You say hey it's either $99 a month or it's 299 for six months.

[00:09:12] OK you put two options in front of them. We've never done it that way until recently we're starting to put those kind of offers into our webinars. Now just a split Testim with making a single offer what we've done today is just make that $199 offer on our sales pages or in our webinars. Now I will tell you this. You don't want to do more than two payment options in an offer. I don't have a lot of research to show this. I've done a lot of reading on it. There's not a lot of empirical evidence you can always split test. But what we don't want to do is to get on a web and or teach for 30 or 40 minutes and then do an offer that says you can buy for $99 a month for 24 months. Tune in and now and for six months or 499 one time because what happens is you confuse people with the all for about which one is going to be the best offer for them. So I would much rather see you put two offers in front of them with a third upscale offer. When you're done and if you do it we use in my example if you do. Ninety nine dollars a month for 24 months or two enough for six months and they go with a $99 option you can build automation into the back right after they bought the $99 option to try to up sell them to two non-Nazi you get another shot at them just as soon as they buy. Now the third opportunity for an upscale is immediately upon perching purchasing your introductory offer.

[00:10:26] So stick with this example. To date we've run 11 webinars twice a day we've got 11 webinars that are in the can running twice a day in every one of those webinars we're offering a 14 day free trial that that culminates in our $99 month toward 4:24 month program. So that's all we offer on the web or we teach teach teach and then we hammer them with a value proposition for our 24 month program and then we make the $99 dollar offer on a 14 day free trial and that's it. They either do that or they don't do that. OK. Does that make sense. Now we do have some follow up. If they don't live which you know we sell about 12 to 15 percent of the people that come to a web are so 85 to 88 percent of those people that come to a web or are getting some follow up a couple of weeks later and I've talked about that at different points in this first season. But the bottom line is as soon as a buyer $99 product the landing page they land on not in an e-mail. We do it in an e-mail too but we don't want to do it in the e-mail. We know that while we've got their eyes on the computer screen that we want to be making that offer to them knowing that about 10 to 12 to 15 percent of the people are going to immediately go for that 299 upgrade. OK so as soon as they click submit on their order form they go to a thank you page that says thanks so much for buying this thing. Here's what you get.

[00:11:41] You can expect Chickaree mailbox for this. Now let me tell you this the biggest question that people ask us after they get involved in this process is how do we get more faster. And so here's how you do that. And that's where I offer the 299 option and they say $582 and it's really is what's best for them. We have about 12 to 15 percent that upgrade there. And then our 1099 offer comes a bit later and I'll talk about that in a second. But that 14:19 on offer we have about 10 percent of the people that are buying that. And just as a side note I didn't do this for the first couple of years like I said until one of the guys it kind of interests me in this business says What do you think and not having this fastforward option for your client so I went home and built it that day and we immediately started selling 20 percent of our people into up cells about 10 percent right off the bat into that 299 option and about 10 percent into the 1099 option in fact the first month that we did the 1099 option we had 10 people buy it. So that's the difference between 10 people by paying us 99 bucks a month and 10 people paying us fifteen hundred bucks one time. So that's the difference between making a thousand bucks this month and $15000 this month just from adding that one up so everybody's not going to do it. It's not going to be for everybody. But you know that there's a certain amount of people that are going to go ahead and get that thing.

[00:12:55] And also so you know when they do the upgrades to either the 299 or the fifteen hundred they get all of 24 months of our digital product right up front. We've got 24 different videos modules of things for them to do and all that. They get everything right away. Ironically the question people ask us most in the first month is how do I get more faster and by about month three they're saying hey we're still going to have access to this after the 24 months because we throw a lot of content at them and it takes at least 24 months to get through our 24 month process. Who would have thought. Takes 24 months to get through a 24 month process. OK so the third opportunity for an up sell is immediately I'm sorry we're on the fourth opportunity for sale. During your free trial phase so whether it's a free trial or you know your 30 day money back guarantee sometime during that process if people have bought your base level service you want to be easing them towards your up sell. Now when I say easing I'm toward that you want to educate them on the process you want to know what questions they're going to have about your process and constantly be pushing that information out throughout that 30 days to get them more engaged with what you're doing. And as you do that you want to give them opportunities to save money on your product the upgrading they're going to get X Y Z they may get an additional bonus whatever it is if they upgrade. And they're also going to save money.

[00:14:14] Now for me I know how I am I am I buy a lot of digital products. I invest in those myself to see what other people are doing to educate myself. I bought a ton of stuff on services. I always go for the one payment option because it saves me money. The other reason I always go for that is because I know that I'm committing myself to whatever process that is what I do at the first digital product I bought when I started this business was about forty five hundred dollars and I did the six months option in every month. I was getting a ton of value out of this thing but every month when I knew that payment was coming I wrestled with it and I wrestle with it. Plus the product cost me about a thousand bucks more to do it that way. So I just decided hey from now on I'm either all the way in or I'm all the way out and you're going to have a certain percentage of people that you do business with that are the same way you want to give them the ops or the opportunity to go in with you. Now in the free trial phase that we have we do a 14 day free trial and then a 60 day money back guarantee and we offer a 1099 upgrade during that time. Now here's let me tell you how we do that.

[00:15:14] Speaking of nurturing them to a close in my in my market what we have to do is we have to realize that when we're selling to a pastor for this thing to work for a product to work in this marketplace he's going to have to engage his church. And we want him doing that out front when he's making this decision. The reason is because if he makes that decision with his team he's got to unmake that decision with his team which is a powerful hook for us right. Not only does it mean that he's going to get benefit out of this. He's added people to the process. But also if he comes back and decides they don't want to be in this thing any more and he's going to ask for refund he's got to be able to get a group of people together and say you know that thing I've got you guys all excited about and got ready to go. Well now I don't think we should do it because it's too hard. You know and that's just not going to happen and I think that's why we we haven't refunded any of those 1099 plans today. But what we do is we really understand that sales process I've worked in this market for a long period time and I understand how those decisions get made the pastor comes and he gets excited about something he gains some information about it and then he goes back and tries to explain that to his team. Well we saw that as a threat to our ability to be able to impact those organizations. So what I did was I created an hour long agenda that went through everything that he needed to be able to do say we created a 13 minute video in there from the pastor that I partner with speaking to this committee and then we give them three questions to ask that are related to them.

[00:16:37] One of them is you know how are we doing it in the church in our community really. And so we give them three questions like that to ask and then we give them an opportunity to go all in on doing the 14:19 an upgrade and a significant number of the people that actually have that meeting lined up upgrading with us because at the end of the day it's fifteen hundred bucks. You go to a church and three four or five hundred thousand dollars a year. Fifteen hundred dollars is not a lot of money. It's not a huge decision. The bigger decision they're making with us is engaging this process and leveraging their influence to be able to do what we're asking them to do. Now how you translate that for you is really understanding how the people that you're partnering with that you're coaching or whatever it is how they make this decision and putting something in your free trial or your first 30 days that helps them validate their decision. And at the same time gives them an opportunity to to upgrade the fifth opportunity for an up sell is somewhere between that 20 and 30 day mark if they are still in your base level product or service and they have an upgrade at that point you really want to kind of pour it on that. Here what we usually do is a four day e-mail sequence that starts on a Monday morning and culminates on a Thursday evening where we give them a timer as to when that offer is going to run out. And it's true we actually redirect the sales page after that period of time.

[00:17:52] Now these are evergreen timers so that means that if you came in today and somebody else comes in a week from now you're going to get that e-mail sequence on a different Monday of the month. But for both of you Thursday evening at midnight is when that offer is going to run out and there's a lot of there are some bells and whistles and there's some technology that you need to employ to be able to pull off that Evergreen strategy. What it does is it creates scarcity in the mind of that person that they're going to miss out on an offer to upgrade that may not come back around again. And as I've mentioned several times on this podcast we want to leverage human nature to get people to go farther in with us assuming a big assuming is two things. Number one you care about the people that you're doing business with. Number two that the promise that you're making about your product or service is you're over delivering on it. And if you know those two things then you need to be able to leverage how human nature works to get people to take action and go to the next level. That is how you create change for people is constantly getting them out of their comfort zone and getting them to go to the next level. So the opportunity to up sell somewhere between 20 and 30 days you need to put them into a sequence it's going to some way shape or form. Educate them to that upscale offer value to them something that they weren't expecting and give them the opportunity to upgrade. Again you're not everybody is not going to upgrade.

[00:19:10] We're shooting for five to eight to maybe 10 percent of the people on that have bought your product or are going to upgrade that right there. My friend will be a game changer for you when you have an upgrade where you can get chunks of money at the time. It's going to change the game with you and also those people are going to be the people that continue to buy other things from you down the road because they are real decision makers. OK. The sixth way I'm going to end with this one because we want to jump a little bit into getting referrals the six way or the six opportunity for an up sell is drumroll right after they cancel. And I know what you're thinking. Richard what are you talking about if people are canceling their product or service it's because they don't want it. Absolutely I agree with you. So you should not expect a huge close rate. But let me just tell you this if you put a solid up sell opportunity in there along with a bonus and some savings I'll bet you money that people will come back and they will upgrade. Not a huge percentage maybe two three four percent but that's more than you've had. So you offer up sell now you may not want to upset him to your biggest thing. You don't want to upset them to the same thing that they're in. Right so you want to give them an opportunity to maybe save some money and go for it or a one time payment that's you know it saves them half of whatever they have left. Whatever those things are.

[00:20:20] But right after they cancel is a great time. Now another good time in that sequence is to try to sell them so they go with us. We send them to a page where they put their e-mail address and name in and they just hit cancel and then we have them confirm the Cancel will right after they confirm the Cancel we sent him into a thank you page that says hey we get this we know it's a lot of work. You know if one of these reasons is the reason that you're canceling Here's what we want to do for you. And then we make a special offer to him right there to save some money and get into the product. You know one of the things is people just say haven't haven't time to had time to look this over and we give them an option to e-mail us and let us know and we'll extend the period of time that they have to kick the tires for and for a period of time. The other time to add to that is go out 60 days and put another offer in there too. So 60 days after they cancel put them through another four day e-mail sequence again culminating on a Thursday night that offers them your product or service at the best price that you give it to people for.

[00:21:15] OK and what that's going to do is you're going to recapture some of those people that the timing just wasn't right the season of the year that they bought wasn't right and now maybe it's a better season and you're going to get a percentage of those people and I think that's absolutely worth taking the time to do. Probably about 40 percent of our annual revenue are our monthly revenue right now comes through people that upgrade we have built our upgrade process in such a way that it is it's really starting to work now in fact just a couple of months ago I went back and I added in 3 6 9 and 12 month upgrades into our process. Now I did that because we have this to your payment program again. Don't do it to your payment program but have some sort of upgrade sequence that people can upgrade in that first two three four five months so that people can get the maximum value out of what you're doing for the lowest cost and the lowest cost for them is actually going to be the highest client value for you. I'll almost guarantee you that almost guarantee that the people that pay the least amount for your product and service are going to wind up being the highest high value for your business. Now another sad note is cross-selling there is a ton of opportunities to cross-sell your products or services if you've got product. You can cross-sell into a product that's not technically an up sell so don't dive into it very much here but you definitely need to think about how your products or services interact with each other we sell sermon series notes. I think I've mentioned a number of times on here. We sell a product called church video black box for the people that didn't buy that right after they signed up for a web ad or we put them through a four day sequences for that as well.

[00:22:50] And then the other thing we do it across all nature is partner webinars and partner email sequences so we'll send emails out for Strategic partners that we have people that are in the space that aren't direct competitors and we even have a we even have an affiliate partner that is a direct competitor that offers a product for church growth at a much lower cost than we do. It's not as in-depth and strategic as ours is but people that can't afford are ninety nine bucks a month. Well they can afford $39 a month so we will cross-sell them into that product or service partner webinars and partner e-mail sequences where we send for them and they said for us have been a huge win for us this year. I think we'll wind up doing a couple of hundred thousand dollars in revenue just from three partners that we've partner with this year so that is something to absolutely consider as your beginning or as you're moving along through your digital products business. Okay. So let's shift gears here now and talk a little bit about Ripper referral partner strategies. So there's four really places that you want to be asking for referrals. There's probably 400 but I wanted to dive into 4 right now that we are testing and trying that seemed to be working for us. And before I'd let me tell you this there is a when we think referrals a lot of times what people think is social sharing.

[00:24:00] There is a huge difference between somebody sending an introductory email to you if you're selling a service like coaching or consulting or if you're selling a digital product somebody sent in an e-mail out with a free offer or a magnet of ours there's a big difference between that and somebody click and share this on Twitter or Facebook. Nothing wrong with the social sharing part of it but it's not as big an ask of your potential client and you don't get the reward that you get either when somebody says Hey I just downloaded this Rochus register for this web or you should go check this out. Well that referral from a friend almost guarantees that that person will not only register for the web or there's a high likelihood that they'll show up for our webinars. Well so I just want to make sure that I'm setting clear boundaries when we're asking for referrals. We are literally asking our prospects and our clients to send other people to us in a very personal way. So the first place to ask for referrals is right after somebody joins your list. Now earlier I talked about Reinert for somebody comes on your list. You make the one time offer too. So what we do. Let me let me talk practically for a second. So we we sent people from Facebook ad to a web in our registration page register for the web or we send them to a thank you page says thanks. Check your e-mail for the information. And then I go into an offer for this church for a black box saying we're about to change that offer. But the bottom line is I go into a 10 minute talk about how your church can use video and then I do an offer now. The e-mail that goes out also links back to that video and that offer.

[00:25:30] But in the piece we put in there hey if you know of any other pastors that will benefit from this they can go to this link and sign up for it. They're also going to get this free sermon series that we're given to you below. So basically what we're doing is we don't get a huge amount of people that are for that long. But every little bit of counts and you know that costs us absolutely nothing that that doesn't cost us anything to do that right. It's an extra Stinnett's in our e-mail. It doesn't distract from what we're trying to do. We got to already got them to opt in. We are to get one shot at them making our offer. And so in that e-mail we want to make sure that we're delivering what we said which is the e-mail or the information about the web and or at the same time do a couple of other asks and asking people to refer their friends is a really good thing to do right there. We don't get a huge push through that. It's probably the 3 or 4 percent at this point but that's three or four percent of people that we didn't have before. The second place to ask for a referral is right after you make an offer to them. So let me draw a real clear line here about the distinction between that because you definitely don't if you're going to do a weapon or you don't want to ask for a referral right after you do your offer. OK. Because all we want to think about is do do I buy this thing or not.

[00:26:44] So where we can ask for a referral is we after all webinars we send out a three to four e-mail sequence over about a week where we're pushing them to the offer. One of the things that we can do in that first email or so is we push them to the offer and then in the Ask we say hey if you enjoy this Webvan or and you think somebody else on your team or somebody else that you know that's like you would enjoy just forward it along. It makes it really easy for them just to afford the e-mail. Now if they can afford that e-mail or they can copy and paste it if they for that e-mail that person is actually going to see your offer which may may or may not be a good thing. We did a referral in there where we just gave them a link and they said hey you can send this to your friends. Make sure that you don't cheapen your offer to share with some kind of promise of a wonky bonus. OK I'm not saying that we don't give them things. I'll talk about that in a minute. We definitely want to give them things but we don't we don't give them things in response to them taking action we give them things to make sure that they take action and I'll talk about that in a second. But when you make the offer to just be strategic about it. OK we don't want to pull away from the offer to make a referral ask OK with phone calls the same things if you're driving.

[00:27:54] Let's say that you're driving Facebook ads to a web and or people show up to the web or in the web or you're pitching a phone call. We do that with one of the businesses that I'm working with right now because it's a hot ticket item and we did the sales person to sell it while we're driving to that phone call on that phone call we want to add value and close and that's it. That is not the time to ask for a referral. Now right after they get off that phone whether they buy or not if they buy that's a great time to deliver the content give them a heads up as to what's going on and give them an opportunity to refer their friends. And what we do is they are to also just say you know is we will send out. It might be a sermon series where we say hey if you don't have anybody else that might like this Webvan or we would certainly appreciate it if you would for them on our way to thank you in advance. Here's another sermon series that we'd like to give you just for thinking about doing that. OK see how we given that ahead of time. Now the benefit to doing that is this little thing called the law reciprocity and the law of reciprocity basically states that when somebody does adds value to you that you go in debt emotionally to them and that people automatically want to level things out they want to get back to balance when it comes to that. And so they'll refer your friends just because you've added value to them in that way. But let me tell you this.

[00:29:10] No amount of bonus is going to overcome your weapon or that sucks or your product that sucks if your product sucks. People are not going to refer their friend the ultimate bonus for referring your friends is because I'm doing this thing and it's awesome and you should do this thing because it's awesome. OK. That's ultimately what we're trying to do. What we're doing with our bonuses for getting people to refer them is just getting to take a couple of seconds and actually do it. The third place to ask for referrals is after a testimonial request so we just went through this process where we shot a lot of video testimonials with our customers. I actually got on the phone with him. Let me just you know side note for a second here. Testimonials are huge for your business. It's one thing for you to call your baby pretty if somebody else says you've got a pretty baby. That's a whole different ballgame. You and I both know that early on in this process you need to be getting testimonials sometimes. Now with the products and services that we're beginning to build now I'm offering them to some of the people that are close to me for free with the it being a testimonial Hey check this thing out if you like it. All I'm asking for is a video testimonial with our church business what I did was I got on the phone with these guys and I coached them through the testimonials because I wanted them to be very specific.

[00:30:22] What I found was they really wanted to get on the phone and connect with me and because I was on the phone with them this is a very interesting dynamic because I was on the phone with them. I felt like they were more passionate and more vocal with their praise for what we do maybe even more than what they would have been if they just shot their own video because there's something to I guess me taking time to be on the phone with them that they wanted to let me know that they're doing well and that they appreciate what we're doing. It was a crazy thing. But we got 12 great testimonials out of that. Now the way to follow that up is to do the testimonial in the thank you email. Send them a furling say hey you send this link to anybody that you know other pastors that you know they're automatically going to get these three things if they register for a web ad or or or a late night. And we are very specific it's not either or we just say hey I know that you know one of our best webinars has been six things passer's do to kill church growth. If you know of other pastors or people that are like you important phrase we want to do business with people that are like you if you know anybody else that is like you that might be interested in this content. Into this web are not only will they get the Web in or they're going to get this offer. And they're also going to get this free sermon series and we write that email for them so when we send it out in the P.S. that e-mail is basically written for them and they can just copy and paste it and send it to their friend.

[00:31:42] OK so think through these things about how they work when you get them but right after testimony with people that are fired up about what you're doing that's a great time to do it now. Another good time to do that is to put another e-mail in that sequence that says here's the testimonial you shot it for us. And here's a short e-mail to send out to anybody else that you know that might like what we're doing so they can send their testimonial out to their friends about what they're doing with 10:36 and what's going on in their church which is just incredible because people like they they like that they like the notoriety of it. They like feeling like they're a part of what's going on. They're part of this tribe they like feeling like they've got momentum. And then the fourth and final place to ask for referrals and I talked about this earlier which is always screws up my show went out when I hit two different things. But the fourth place to ask for referrals from other people selling in your space again I mentioned earlier where do important webinars we're doing partner e-mail sequences. We do it we're going to do some live partner. That's with people who were actually on webinars with other partners. But what I've found is we've got a ton of great webinars that we know convert and it makes it super easy for our partners for us to just send them an e-mail sequence that drops people to our web or super absolutely network in fact if they're using Infusionsoft we'll actually go install the e-mail sequence for.

[00:32:56] So they literally all they have to do is go to their mailbox and get the check for the affiliate they that that is what we wanted to do and we wanted to make sure that they are getting paid really well for promoting our thing because that keeps them engaged that keeps them wanting to do stuff with us. And again all we've got to do is have our copywriter adjust our invitation sequences for all our webinars and make them really simple to move over to the partner. And so it says hey we've got a partner in the space that's doing webinars. Here's a great web in our forum. Go check it out. And then you know our content about that web or in that e-mail makes it super easy to partner with people partner e-mail sequences is the same way we sell primarily with webinars So we haven't done a ton where we've just given people an e-mail sequence that might drop to a sales page or an order form. But I think if that's your wheel house if you know how to write sales copy and sell from emails I think you could easily go out and find partners. Now one thing I will tell you about this test it on your own people first and if you don't have your own people start your email list from Facebook or Google or wherever you're going to build your email list and test your webinars in your your close rates with your email sequences and your webinars and your sales pace with your team first. That way when you approach somebody if they don't know you you can go to them and say hey we're converting 15 percent of the people that show up for this weather.

[00:34:10] I always tell them we're converting 7 percent of the people that register. OK because that's the number we were between about five and a half and seven percent of people that register for webinars. And so I can break down the numbers when you've got a list of this many people. We know that if you send this e-mail out we're going to get this open right this opt in rate this close rate you're going to make this much money so it makes it really easy for me to predict about how much money they're going to make from driving people into this web and are assuming that their list is what they say it is. Now what that does is it gives you the confidence to be able to approach them and offer something of value to them. For some of these e-mails out for you. And the thing of value is money. OK. If you haven't tested it on your group and you don't know what these numbers are then you can't do that. OK and nobody wants to send a four or five or six e-mail sequence out to their list and not give me any kind of a return on investment from it because just so you know if you haven't built an e-mail list every time you send an e-mail out you're going to lose e-mail addresses and those e-mail addresses cost anywhere from about three to five dollars apiece. Most people that have built a significant list know that there is a cost to sending a single broadcast e-mail to their list and they want to make sure that if there's a cost that there's a return on that investment.

[00:35:18] Man I hope that makes sense. So let me finish up this part by saying. Map it out. Now sit down. I've talked about a lot today if you need to go back and listen to this or sit down somewhere and kind of map this out the show notes will be underneath this as well as they'll be on the Web site so you can go back and kind of use the show notes to walk through this. But sit down and map it out. I usually do this on a sheet of paper and not on anything electronic. We're all just sit down and draw boxes to say here's what we're going to do and here's how we're going to do it. Go in and map out what your sales strategy is going to be in which a referral strategy is. My advice to you would be pick one of the things I've talked about today and just do one of them and just hammer it do it really well do one up sell strategy do one referral strategy and just knock the ball out of the park. Build the automated sequence however you're going to do that. Build it in before you go and try to build all of this out. OK so sit down on a sheet of paper and say OK we're going to draw people from a Facebook ad that's one box to opt in page that's another box to a web Our that's another box to these follow sequences that's another box and then start thinking OK where where is the prime place for me to put my upswell opportunity in there.

[00:36:23] Where is the proper place for me to put my referral strategy in there. Because once you have them built out they're easier to build on. The second one the second upswell strategy is infinitely easier than the first one because you figured out the technology part of it. OK I'm going to wrap up with a business principle that I am learning over and over and over again it's something that I may have said before on the podcast but it's this business principle build from revenue and not from savings and certainly not from debt. OK yesterday I had a conversation with an entrepreneur that was talking about going into 90000 dollars worth of debt to build his business. And the upside of having access to that money and the downside of having the stress of having that debt. It was and this is the statement he made. It wasn't until the money finally ran out that I got my act together and figured out what my offering was going to be. And so the conversation that we had was very candid and I just said hey had you not gone into debt would you have figured that out sooner and he said probably. So the bottom line is this the reason credit cards were in debt vidit the reason why debt was invented was to get us to spend more money faster with less inhibition. OK so bottom line is this sooner or later you're going to have to figure out how to sell something. Don't go into a mountain of debt before you do that. In fact I always tell people sell it and then build it.

[00:37:41] You know if you don't have a lot of money on my free membership site at Richard Chancey dot com for Slash register if you register right there and you go down to there's a training idea on how to start a money business with no money. And basically what I talk about in that video is how to take the crap in your basement or the stuff that you don't use and sell it. Use that money to leverage to build to invest in some sort of education for yourself and then use that education to do some freelancing. Build some revenue and once you kind of know what you're doing. You don't Facebook advertising for example if you do a placement marketing course and then you can go out and basically work for somebody for free doing Facebook marketing until you get it figured out using somebody else's money. Then you can create a course on placement marketing or you can use that knowledge to launch your own digital course and sell. And you can kind of snowball effect this thing without going in money from your parents or money on a credit card or go into the bank and borrowing money to build your business from revenue build your business by selling stuff and not by borrowing money because it's so much harder to be inefficient with money that you earned than it is from money that you've borrowed. Let me say that again it's a whole lot easier to be efficient with money that you've saved versus money that you're borrowing. OK. And then let me put my last little two cents on the selling something. Most of the time when we're borrowing money.

[00:39:00] We're live in this lifestyle we're basically supporting ourselves especially in this digital marketing world they're not hard assets cos there's not office space there's not tons of people costing you that stuff. Our real cost is basically just eating and living doors for ourselves like surviving ourselves. And if you're not careful borrowing money what's going to do is it's going to allow you to suspend selling in really the hardest thing that you're going to do and your business is learning how to sell learning how to draw people into environments where you're selling in fear keeps us from doing that thing keeps us from doing the hard thing the most important thing. OK so don't procrastinate by by getting a bunch of debt so that you can live. Go ahead and dive in right now and act like you know the next dollar is going to be what puts food on the plate. OK. Hey next week I am I'm I'm pumped about next week next week I'm going to talk about the entrepreneur's mindset. My coach has been coaching me on creating a digital product along with the other products that we're creating to help you launch your own digital course. My coach has been coaching me on creating a mindset piece to it and so I'm working through that product and I'm going to give you a taste of what that is next week we're going to talk about the entrepeneurs mindset. I don't hear this talked about a lot a lot. I mean sometimes people go across the top of it but the mindset of what it takes to move from selling a product or service one time where you're waking up and hustling and building and all that product and digital products and testing things and retesting them.

[00:40:22] The mindset that you have to have has to be one of starting things living with a greater degree of uncertainty than most people are comfortable with and how to get yourself unstuck when you're stuck. You know how do you get yourself to do the hard thing how do you get yourself to invest in people how do you get yourself to make sure that you're taking enough profit out of your business. All of those things are difficult mindsets and every now and then we all get stuck. So next week I'm going to dive into the process that I used to get myself unstuck when I am stuck and how I reach back into the past in my experiences and I grab stories and then I interpret those stories in a way that propels me forward instead of keeping me from going forward. OK so you're not going to want to miss next week and then I'm going to wrap up the season hopefully don't have requite to hold any hope lemon or wrap up the season by having a very candid conversation with my wife about why in the world she would follow me through all of the life changes I've had through the 11 jobs that I've had through all of the what seemed like indecision and ambiguity and confusion about the future.

[00:41:23] Why she would follow me through that and I hope what's going to come out of that is you're going to get some really good information about how to influence the people around you and help them understand that what you're doing is not the riskiest riskiest thing that going out and doing your own thing is actually the safest thing that you can do especially as our economy moves more towards the gig economy where 80 percent of people in 10 years are going to be freelancers. OK and when that happens you're going to need to have some sort of skill set that's going to help you move forward as well whether that selling a digital product or coaching or speaking or whatever it is. OK so that's what the next two session looks like. And then I want to tell you this at the end I want to finish off with this. This has been an incredible 10 12 weeks for me being able to coach and teach you through this online process. I've gotten a lot of coaching during this I've learned a ton about podcasting. And so I just wanted to give you a heads up I'll talk about this more in the next couple of sessions. But we're going to switch gears after season one I'm actually rebranding the podcast. I'm rebranding. We're going to call it recurring revenue radio and it's going to be this format where I do some teaching and. And then there's going to be interview format where we're interviewing subject matter experts people that are out selling and making a living selling something that they know a subject matter expertise. I actually shot three of those interviews yesterday and I think this is going to be a huge win for you and for anybody that wants to take what they know and turn it into predictable cash flow that hey I worked a lot on that statement. So if you think that's cheesy email me support it Richard. Nancy dotcom and go hey don't be so cheesy.

[00:42:56] Other than that I just encourage you this take something that you've heard today and put it into action. And otherwise I will see you in the next episode of the show.

[00:43:08] Thanks for being with us on the show. Don't forget to subscribe to the podcast and remember to register for the free premium content mentioned in this session at a rap show dotcom slash register. Thanks for listening to the show. We'll catch you next time.