(gentle music)
- The one thing to grow your sales and business faster.
That's a very good question, because when it comes to
growing your business and growing your sales
there's so many things that you can do.
What did I do to get going
to grow my business, to grow my sales faster?
I did one thing.
One powerful strategy, which I'm going to teach you today.
See, at the time, when I was running my one man
advertising agency as a copy writer,
I was trying to get clients from all over the place.
This client would pay me a little bit of money.
That client would pay me a little bit of money.
A few hundred dollars. A thousand dollars.
Anyone that would hire me, I would do the work. Right?
My client selection criteria, as long as they breathed,
that's good enough for me. Right?
I though everyone is my customer.
Here's the problem. If everyone is your customer,
then nobody is your customer until I learned this one thing.
And that is what I call, The Kingpin Strategy.
That's correct.
The Kingpin Strategy.
Who is that one client, one account, one company that
if you get them as a client, you would get everybody else.
So at the time, when I was struggling as a copy writer,
I was reading books, and all the marketing books,
and I came across a book called, Guerrilla Marketing.
It's a very very famous book series on
small business and marketing written by Jay Conrad Levinson.
Now with Jay, he has sold over 20 million books worldwide
for the Guerrilla Marketing Series.
One of the most well known educators and marketing gurus
at our time before he passed away.
So I approached Jay.
At the time Jay was marketing a Guerrilla Marketing
Association membership.
I go to his website, and I saw what he does
and all I did was to rewrite the entire page.
I basically delivered value before asking anything in return
and I did that, and I sent it to the
Guerrilla Marketing Association, and I got a reply
from Jay personally. He was thanking me.
"Wow, you know what, young man that's very nice of you."
And he actually used the material and help him to
generate more sales. And afterwards, I asked him, "Hey Jay,
since you're getting value, is it okay if you give me
some kind of a recommendation, an endorsement?"
He said, "More than happy to do that."
And he did.
That's my first Kingpin client.
By getting Jay Conrad Levinson, who is a well known
marketing guru, who has credibility and authority
for so many small business owners,
I'm able to use that.
Now, when I'm talking to a potential client...
Simply now I'm talking to that client saying,
"Hey. You know what, I have a endorsement from Jay Levinson
who wrote Guerrilla Marketing.
Who sold 20 million books."
When I'm sitting across the table talking to a client
he's like, "Okay. All right. That's good."
That's a Kingpin client.
So especially in the beginning of your career,
when you're establishing credibility, when you're
establishing your reputation, don't just try
to get to everybody.
Who is that one person that you could help,
that you could serve. That one company, that one account.
If you get that person...
Lets say in the tech world,
if you work with Google, or Amazon, or Microsoft.
You have that as an account. If you could get them
you can get everybody else.
Because everybody else will look at that person and say,
"Hey, you know what, if you're good enough for them,
you're good enough for me."
It helps you to skip that learning curve. Then you can grow
your business much faster.
Let me give you another example from
a different perspective. Same Kingpin Strategy.
Now in the U.S., at the time there were... even still now,
there sometimes it happens.
They have these huge, huge events.
The Learning Annex, back then, was doing these
massive, massive conference with 5,000 people,
8,000 people, 10,000 people, 25,000 people.
What did they do?
They also utilize this Kingpin Strategy.
They would bring in what I call, Kingpin speakers.
Example, back then, before running for President,
Donald Trump, Tony Robbins, Kiyosaki, Robert Kiyosaki.
All these celebrities. Big time. Bill Clinton.
These celebrities, big names, would draw people in.
They pay them a pretty big speaking fee, hefty speaking fee,
to bring them there. To have them show up to the event.
And then, at the same time, they would also bring on these,
what I call, platform sales speakers, or platform closers.
Where they don't get paid to be there, but they will offer
their programs, their products. They would make an offer
on stage. They would do a pitch.
It could be a 60, could be a 90 minute pitch.
So they draw the crowd. Have five, ten, twenty thousand
people, and they don't make money from that, they don't
make money from the tickets either, they make money from
these platform closers.
And then the organizer would do a split with anything
that they sale.
Example. Imagine if someone is speaking to 10,000 people,
and he is selling a one thousand dollar package.
And he sales a hundred of them, 200 of them, 500 of them.
And when you have a multi-day event, that multi-day
event generates tens of millions of dollars.
The platform closers would get the percentage.
It could be anywhere from 50%, 40%, even as little as 30%,
because the organizers they are the ones spending
all the money.
And the organizers would make millions and millions
of dollars, and you would see these huge conferences going
around the U.S., North America, even U.K.
That's how the business model works.
That's the Kingpin Strategy from a different perspective.
So ask yourself the questions.
Who could you have? Who could you get? Who could you serve?
If you get that one company, one person, one organization
it would change everything.
From then on, you leverage that persons name, or you
leverage that organizations name for the rest of your career
and then you go to the next, and you go to the next,
and you go to the next, and before you know it,
then you go from a then nobody to a then somebody.