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Video Transcript:

Hey, what's up? This is Jason Drohn. Welcome to today's episode of GSDdaily. This is Episode 106, and I think this is the latest I've ever started because I had no idea what I was going to talk about this week. What I settled on is basically how to sell high-ticket stuff. We've talked about selling high-ticket products and services before. We devoted an entire week to selling high-ticket stuff, whether it was through Zoom, through strategy sessions on the phone, we walked through funnels on how to do it.

Today what we're going to do is I'm going to show you, and this was prompted by something. I had an idea a couple of weeks ago to create this PDF, this playbook, if you will, of some of our best strategies as it relates to something, as it relates to a particular way to sell something online, coupled with a to-do list, like checkboxes, coupled with a journal, so that you could go through and you could check off the pieces of the sales funnel that you already had, the pieces that you need, you can leave yourself notes.

It was just an idea until somebody on my team just absolutely crushed it, knocked that out of the water. Kristen, thank you for that but crushed it. What I figured we could do this week was I could give you the PDF and we could go through it together. It's about 52 pages long or something. Here, let me pull it up on the screen and show it to you.

This is the PDF. It's called The Automated Webinar Playbook, and a comprehensive guide to creating kickass webinars that convert, so 56 pages long. We have a table of contents, and then of course we get into just a little bit of stuff from me. Then we go into an introduction to sales funnels, and then we get into this idea of what a legendary funnel is.

The legendary funnel, we call them L1 funnels, but it is our absolute most popular sales funnel, because when you're selling something that is high-ticket, above a thousand dollars, and it's also highly complex, there's only one way to sell it. That is by getting on a sales call or getting on a Zoom call or doing some sort of an event, an event-based close, especially when you're looking at 25 or $50,000 masterminds or multi-month consulting deals or term contracts that they're $50,000 for the next six months or whatever.

Some of that stuff, you just can't sell it through an order form. Especially right now, people are craving connection, so getting on a Zoom call or getting on creating kickass webinars, getting even on a phone call, and working through some of that stuff, is how those sales happen.

Here, let me give you a link so you can download this thing on your own. It is from doneforyou.com/legendary. Here. I'm just going to drop the link in the chat or the comments here. You should see it over in the comments. There's Melvin. How are you, Melvin? Melvin said, "Yes. Awesome." Cool. There we go. Then we're just going to get in here. If you want to follow along with me, we're on Page 6.

I plan on just going through and walking through these and showing some interesting software tools or to-do items, or talking through this guide. It is very self-explanatory obviously, but I just figured it'd be a cool way to bring it back home and give you something actionable to do, so that if you're trying to sell coaching or consulting or trying to create a digital product that you're going to sell for a thousand dollars, $2,000, $3,000, then this would be a very worthwhile way of going through and making sure you checked all the boxes on what you needed to sell that thing.

First of all, if you want to sell a higher-priced item, like $5,000 coaching or a $10,000 event, the sales process is high-touch. It's something that I remember a couple of years ago. It had to be four or five years ago. There was a team member who was coming to the house here, and we were working on some stuff. The way he was introduced to me as I was this guy who sold a bunch of stuff online, so that's what he thought. Then once he started, once he was working for a little while with us, he was like, "You are literally on the phone all day." Like, yeah.

I mean, at the time, it was like when you're selling something that is high-touch, you're on the phone all the time. Anything client-related, anything people-related ... consulting, coaching ... it is a very high-touch game. To sell those things, it's going to be high-touch. It's not a physical product. It's not something that you can sell through a Shopify store.

All that is very, very on the other end of the spectrum, which is it's low-price, low-touch. Low-price, low-complexity. It's very easy to understand and it's a volume play. Whereas the high-touch, high-complexity is not a volume play. It's something that you have to invest time in the relationship and time in the people and time in the service and the result. Then for that, that's how you make your money.

What an automated webinar funnel does is it lets you, A, generate the lead quickly. Somebody interested in the thing that you do, they're going to opt-in for a presentation. They're going to opt-in for a webinar or whatever. They're going to opt-in for a presentation on a Zoom call or whatever.

What it does is it allows you to capture their attention, if even for a minute. You're able to teach them. You're able to give them some aha moments. You're able to just capture lightning in a bottle. Maybe give them a transformation of some sort, even to a small degree, make them see something a little, little, tiny bit different, which is going to anchor you in their mind. Then when they go to decide to buy the thing or service, they will think of you and come back and buy.

Of that, there is a small percentage of people who are going to take action immediately, meaning if you put a hundred people on creating kickass webinars, there might be six people or seven people who will sign up for a sales call. It shouldn't be positioned as a sales call, of course. There are lots of ways you can term it. In this guide, we talk about positioning it as a strategy session or a consultative call. The strategy session is the format. It's the most widely accepted format. Then on that strategy session, you figure out if you're a good fit if they're a good fit for you, and you figure out if you're a good fit for them and so on.

The biggest thing when building these things is just walk through this idea of the quickest path to cash. It's something that I talk about a lot with a lot of clients, and as entrepreneurs, as business owners, there are so many different things we get our hands into. It's interesting because some of the most successful people that we are working with, they have four or five or six or 30 different businesses.

It's always interesting, because when you're leading a company, this idea of focus is paramount, focusing on one thing. Really what a lot of these investors do is they appoint somebody to focus on one thing for them. Then they have 30 people, 30 CEOs, who are focusing on that one thing. Just an interesting dynamic.

When you're talking about the quickest path to cash, you have to be very narrow on the thing, the business, the model, the niche that you're looking to generate the quickest path to cash in. Oftentimes it's that thing that it's half done, or it is that thing that is 75% complete or ready to launch, or the product is done and the sales material is not, or the inventory has been ordered and manufactured and the box graphics are just sitting on a shelf, whatever. Oftentimes it's that, that last-push thing.

When you're putting together your own high-ticket sales funnel, you want to be very cognizant of that. What do I have right now that I can move, I can go to market with really quickly? Or even for some of these high-price, high-complexity offers, what offer can I make that maybe isn't even done and maybe doesn't even have to be done right now? Is there a 12-week coaching program that I started maybe a year ago, and I can sell it for $3,000 and I have the first couple of modules done, and then I can just go live?

If the answer is yes, then as long as you are ahead of your members of your buyers, then you're able to. You're staying ahead of them. They don't know. They don't know that it's not all done. The only way they would know if it's all done is if you've given them the whole thing all at once and it was only half complete. If you step them out, like week one, week two, week three, week four, or month one, month two, month three, month four, as long as you stay ahead of them, then you're pre-selling your curriculum. You're pre-selling your course. The quickest path to cash sometimes doesn't even have to be complete.

Let's see. Then here, so if you're following along, this is on Page 8 here. The quickest path to cash, we have a little journal entry that you can drop in. Whatever your quickest path to cash ideas are, you can just drop in here. The next thing is to teach you how to use strategy sessions to sell your high-ticket services, so your coaching, your consulting, therapy, and counseling, [inaudible 00:10:59] services, courses, masterminds, all that stuff.

Any high-ticket offer, you need to sell on the phone. A lot of people get weird about phone sales. I know I did. I did early on, super, super weird about phone sales. I couldn't bring myself to pitch. I just couldn't. I couldn't bring myself to say numbers over a phone. I don't know why. I mean, it's no different than ordering pizza really, but I just couldn't do it. It wasn't until I had been probably on sales calls for at least two or three months before I started getting into it.

Then I started loving it, because at the end of the day, a call, you're starting at somewhere different, every call. The way this playbook shows you to set these things up, basically it's an automated webinar that the call to action on the automated webinar is call signup. You use a piece of software like Calendly or Acuity Scheduling or whatever, and they book a call on your calendar.

In the middle is usually an application. Sometimes it's tied in with the call schedule itself. How it works is somebody signs up after creating kickass webinars, they attend the webinar to learn in creating kickass webinars, then they hit the button. The button then sends them to an application, usually. In the application, we try to have between eight and ten questions. Things like first name, last name, email address, phone number, and then we usually try to have four or five questions that are related to your offer.

If you're selling a coaching program for, I don't know, Fortune 5000 CEOs, let's say, your questions might be how many employees does your company have? How much revenue did they do last year? What is your number one bottleneck right now? Things like that.

Whereas if you are selling something different, like a high-end mastermind, your questions might be how many employees does your company has, but then you get into why would you want to sign up for a high-ticket mastermind? What do you think you're going to get out of it? What are you looking for specifically? What answers can we help you find that would help your business today, or whatever? You just have to think about what your avatar is looking for.

That bridge page, that application, when they sign up, when they apply, they come over, they get on the phone with you, and then everybody's starting in a different spot. Locationally, they're all over the world. Some of them are starting. Some of them are startups. Some of them are Fortune 5000 executives. There are all kinds of different variations in how they find you.

The goal is always to figure out if they're a good fit for you and you're a good fit for them. That's always the goal of these consultative sales calls. It's a little bit like chess as you go through the call. I've listened to lots and lots and lots of client recordings, both calls that are working well and sales processes and scripts and stuff that aren't working well. It's always like it's the maneuvering. At the end of the day, it's just about finding common ground and then helping, just figuring out if there's a transformation in their life that you can help them make, or your company can help them make, or your service or your product or whatever.

It's all about solving problems. We talk a lot about solving problems from an SEO standpoint or a Google search standpoint or product standpoint. At the end of the day, selling something on the phone is about solving problems. If you can solve problems, then you're going to be able to close at a pretty high rate. That's where this whole legendary sales funnel comes in. We have a lot of clients who sell a lot of high-ticket stuff. What we do is we leverage those strategy sessions to close the deal.

Creating kickass webinars, it's an event. It has been an event, let's put it that way. There are always three ways you can set up these automated webinars. The first is you can set them up so that they're timed, so you can start them at let's say 9:00 at night, or start them at 11:00 AM or whatever, which has been fine.

The problem is we've gotten very, very webinar-blind when it comes to a timed event. We know that there's going to be a replay. We know it's probably not live in the first place. It's probably an automated webinar. When it's life, we're usually not seeing the video. We're usually not seeing a Facebook ad about it, that it's going to start today. Do you know what I mean? We might see it if it's out in the future. There are only a couple of people that can do time stuff way, way out because that's just their brand. They've been doing it for 15 or 20 years.

The second way to do it is a just-in-time webinar. The just-in-time webinar registration is where the webinar starts in 15 minutes, or it starts at the top of the hour. Right now it is 10 28. A just-in-time webinar, the next one would probably be starting at 10:30. We would be waiting for two minutes to attend that webinar. At the top of the hour, we'd be waiting 32 minutes.

What that does is it helps. Somebody, they're going to hit the page, they're going to sign up. They're going to be, "Oh shit, two minutes? I can wait for two minutes." Then they're just watching the countdown clock for two minutes, and then the webinar turns on, and then they watch the webinar. It's a way to ensure that people are staying for the webinar, for the event.

What we found is that your timed webinars, when they're way out in the future, are going to be like 30% attendance. Your just-in-time webinars are going to be like 55% attendance because they assume that a replay is going to be sent. Even if the webinar's starting in two minutes, they're like, "Fuck, it starts in two minutes. If they're going to send a replay, I'm just going to ... I opted in. I'm going to sign off and then I'll just wait for the email," which is fine.

Those worked pretty well until the COVID hit. Now, we are hurrying around. We're hurrying up and we're slowing down all at the same time. It's the weirdest shit ever. Now it's like we're doing less, but we have more impatience. Weird. What we found works even better now is just literally doing and creating kickass webinars. You have a landing page, and the landing page gives away the webinar. It's like, "Hey, sign up for the webinar, blah, blah, blah, it's an on-demand webinar." Then they opt-in, and then they immediately flip over into the on-demand webinar video that starts live.

Here's the thing. You can count on the fact that 100% of people are going to hit that confirmation page. You're going to have 100% attendance of that webinar. That's good, right? Now, whether they want to watch in creating kickass webinars or not is a different story. Now you have your classical, your Netflix. You hook them in with something fucking scary or drama-inducing in the first minute and hope that they stick around for a little. With Netflix, it's the first three episodes. If they can get somebody watching past the first three episodes, then they've hooked them for the entire season. They know that. It's a well-documented thing.

For creating kickass webinars, it's very much the same thing. If you can get them past the first couple of minutes, they're going to stay. You're going to have a nice, solid curve. If you're looking at the analytics, it's going to drop off and then it's going to level out and just zip, right to the offer. Then once the offer hits, it's going to fall. It'll reduce by half. That's the reality of how to schedule webinars. The thing is, you need to deliver valuable content immediately. When do you use an automated webinar? When you're educating, when you're bonding and when you're engaging.

The architecture of the automated webinar, I think this is where we're going to pick up tomorrow. I think we're going to go through this tomorrow because then we get into the checklist of the different things that you need to pull this funnel off, and then we get into tips for maximizing. We're going to talk about the architecture of the automated webinar tomorrow. We're going to dip through all of this stuff, including some of the different traffic and the different things you need to have on hand and all of that.

Again, for those of you who have asked ... where is the link? Melvin, this is your link. I just added it here. It's doneforyou.com/legendary. I'm going to create a banner real quick. Let me see if I can just do this. Here we go. Maybe I can get this thing to scroll across the bottom. Let me see. Let me check this out. Does this work? There you go. Bam. Check that out. Look at that technology. It's cool stuff. Doneforyou.com/legendary. You get access to that.

Tomorrow, we're going to go into the architecture of this automated webinar and all the different pieces you're going to need. You can go ahead and download this thing, though. Please go ahead and download it, read through it. We're on Page 6. This is on Page 14 right now. We'll go through and mark this all up tomorrow. We'll probably only do another couple of pages tomorrow, and then we'll complete it for the rest of the week. Doneforyou.com/legendary.

If you'd like to talk about putting together a sales funnel or content marketing or pay-per-click or ad management or anything like that, go to doneforyou.com/start. If you just need more traffic or you need to optimize the conversions or creating kickass webinars, whatever, we're happy to have the conversation and put an action plan together for that. Doneforyou.com/start. I will talk to you tomorrow. All right? Thanks. Bye.