- Yes, repeat after me, education-based marketing.
- [Crowd] Education-based marketing.
- Twice as loud, education-based marketing.
- [Crowd] Education-based marketing.
- Because every motherfucker out there is trying to sell.
(laughter)
They're all trying to sell.
Hey I just met you, hey Stephen, hey.
You know what? You looking to buy a home?
You looking to sell a home?
Hey this is my business card man.
You, you're not looking maybe you know something
let me give you two business cards.
(laughter)
It's ridiculous. It's ridiculous.
Is that how you develop relationships? Yes or no?
- [Few People In Crowd] No.
- No way in hell, so you think about it.
Not just, when you educate them,
when they don't even thinking there's a need
when you educated them what happens?
What happens?
- [Man] They, their social group,
well maybe not social groups not the right word,
but they get the sense that you are the one
to get what they're looking for.
- Yes. - [Woman] Interest.
- [Man] You're not an expert.
- You see the best, easiest way to gain trust,
is by demonstrate your value by giving value up front.
Why play the convincing game, let me tell you how great I am
let me tell you how many clients I have.
Let me tell you how long I've been in business.
All this stuff they don't care.
Versus hey you know what let me add some value in your life.
And then let me add some more value in your life.
And let me add some more value in your life.
And when the moment comes that they wanna do business,
you are the one.
There's no convincing.
By the time they pick up the phone
and call you guess what?
They're 50% sold.
It's just terms and arrangement and how is it gonna work.
Does that make sense? Yes?
- [Crowd] Yes.
- How does that ap, good, how does it apply to you?
Give me one more example.
In the back?
Yes, Earl?
- [Earl] You're supposed to be.
- Okay how?
- [Earl] With the best, the best emotion
to sell comes across to me.
You give them something they feel like
they have to give something back right?
- Yes.
- [Earl] Make the statement that business kind of fits.
They wanna come back to you because
they feel indebted to you.
- Yes, yes, good. One more. One more.
Back? How does it apply to you?
How can you do this?
- [Man] So you gain their trust, you don't lie to them.
Then even if they're not buying your product,
when they hear someone else with (mumbles)
- That's correct. Because, that's good.
Isn't it possible that sometimes that you educate them,
they're in your marketing fund but at the end,
that just the timing is not right,
but they might know somebody who might
need your products and services yes?
So by being there, by educating them,
then you know what, maybe I'm not thinking of moving,
or my sad financial situation,
whatever it might be, but now,
hey but you know my friend Johnny's thinking of moving.
Let me, let me give you, you gotta talk to this guy.
You gotta talk to this girl.
Because they are the expert.
Funny thing is our there everybody's
trying to sell, sell, sell, sell, sell.
When you play this contribution game.
When you do lead generation and when you not ask
anything in return you deliver value up front,
it's so much easier.
Isn't it a lot easier?
- [Audience Member] Yes.
- You have no competition.
But entrepreneurs sometimes, I get it.
Instant gratification.
That we gotta make that sell.
We gotta meet the payroll.
We gotta, I gotta make the money.
My cash flow is tight. I get it.
But it's exactly because your cash flow is tight.
It's exactly because you need the money,
you don't wanna do this.
Because when you are desperate, it sends off an energy.
How many have met some desperate people?
(laughter)
Now, when you meet them and you feel that
needy desperate energy,
do you wanna do business with someone like that?
- [Audience] No. - No.
And the more they're, yeah, let's, let's,
let me sign you up, let me close the sale.
Let me do this. The more they push, the more you do what?
- [Woman] Retract away.
- Yeah, you resist. You resist.
And it's the more, especially you desperately need
to sell, you need a life, you need blood in your vein.
Especially because of that you've got to act as if,
you don't need the money.
You don't the sale.
And the truth is you don't. And here's why.
Because in the long scheme of things, it doesn't matter.
It feels like I need to get the sale now,
but in the long scheme of things it does not matter.
Believe me.
You don't need that one sale and chances are,
how many of you have ever had this experience?
That you, you need money, but you know that,
that client is a pain in the ass,
and he's not paying you what you val, what you deserve,
but you need to pay the bills
and you talk with the client.
How many of you have had this experience? Yes?
Okay, how did that turn out?
(chuckles)
How did that turn out? Not good.
Not good, and there's always another client.
So, as an entrepreneur always keep in mind lead generation.
So, when should you do lead generation by the way?
- [Crowd] Always.
- When you are?
- [Man] Busy. - When you are busy.
Good, good.
And how much lead generation should you do?
Hello?
(laughter) - [Man] As much as possible.
- As much as possible.
It's also when you don't need business,
no, I don't care if you need business,
you don't need business,
you do lead generation all the time.
When? - [Audience] All the time.
- But you're so busy.
- [Woman] Make time.
- You keep doing it.
Lead generation, and you test different ways
that you could generate leads.
Maybe online, maybe offline, maybe direct mail.
Maybe referral, maybe whatever ways,
but you never stop.