- What I noticed, it's funny, sometimes people
tell me that, they would, you know, email me
or private message through Meetup or things like that
and they would sometimes feel like ...
They would type message, "Hey I'm sorry, so sorry.
"Dan, I can't make it tonight."
Or,
they feel,
I don't know, they apologize
that they can not make to the meeting.
Which is, I find it kind of interesting.
Why do they do that?
I know why they're doing that,
because they're trying to be polite
but,
from my perspective,
it actually doesn't, I don't mind, it doesn't bother me.
Like they showed up or they don't showed up, or you know.
Because, you're not here for me, you're here for you.
How many agree with that?
Yeah, you're not here for me.
Like in case you haven't noticed, I kind of,
I've been to this seminar before.
(laughter)
So is not here for me, you're here for you.
And so, if you missed something,
it's not me,
you're here for you.
So, when you're here, get the most out of it.
Now before, we take a break and then I'll bring out my,
Stefan, the speaker for tonight.
I want to, give you a couple of strategies first
because I think you get more out of
Stefan's keynote presentation afterwards.
And I wanna take a moment
and talk a little bit about lead generation.
Now, lemme ask you a question, how many of you are in the,
in the service business?
Let's see a show of hands.
Okay, you sell service, okay, how many of you are in the
expert business? It means you sell coaching, consulting,
information products, that type of thing.
Okay, and how many of you are in the, just product business?
Just selling product. Okay.
Okay, good.
Any other business that I don't know?
That covers pretty much everybody? Okay.
So, lemme ask you a question, so exactly what is ...
What is lead generation?
Tell me, yell the answer, what is lead generation?
- [Audience Member] Finding your clients.
- Finding a client, okay.
What is lead generation?
- [Audience Member] New contacts.
- Build contacts?
- [Audience Member] New.
- New contact, okay.
- [Audience Member] Creating a list of new contacts.
- Creating a list of ...
- [Audience Member] New contacts.
- New contacts, okay.
Now, why do we need to do lead generation?
- [Audience Member] So we have a business (laughs)
- Hmmmm.
- [Audience Member] Marketing.
- Marketing.
But what's the difference?
- [Audience Member] (inaudible)
- Sales?
Okay.
But no, but why do we need to do lead generation?
- [Audience Member] It's the lifeblood of your business.
- Lifeblood of a business, good.
And?
No but here's the thing,
why can we just sell whatever we sell?
If you're selling a service, whatever it might be.
Why can't we just sell what we sell, directly?
Why do we have to put them through some kind of process--
- [Audience Member] You have to qualify your clients.
- Qualify your clients, and here's the thing,
most entrepreneurs;
whatever product they've got, okay.
They go out there,
(scribbling sound)
and they approach people and say,
"You wanna buy some of my stuff."
Okay, "You wanna buy some of my stuff."
What's the problem with that?
- [Audience Member] They're not building trust.
- They're not building trust.
So this is a one-step process,
how many of you are following what I'm saying? Yes?
- Yes - Yeah one step process.
So, lead generation is a two-step process.
This is so, there are multiple steps.
Instead of going out there and just saying,
"Hey, you know what, you wanna buy my service?
"Do you have a need?"
Because here is what's going on in the marketplace.
And it's key, because in any given moment, in a marketplace,
whatever you're selling at this point.
(scribbling sounds)
Write this down: only 3% of the people
are actively looking for your product and service,
in any given time.
Only 3%.
So, let's say if you are a realtor.
You're talking to a 100 people on average,
in the marketplace.
Only 3%, three out of a 100,
are looking for your product and services,
are looking to buy a home or sell a home.
In fact, let's just see,
we have 90 somewhat people in this room.
How many of you are looking to buy a home or sell a home,
right now?
Okay, put a hand; one, two, three, four.
Four, five people or so.
So about 3, 4%. 4, 5% of the room.
So that's in the marketplace.
And then you have, 7% of people in the marketplace,
they are, open to it.
They are open to it.
So that means.
I'm not thinking about moving but, you know, if it's a
good location, if it's a good deal.
Then I'm open to it, that I could buy a new home
or I could sell my home.
Only 7% of people.
What happens if you try to do marketing
in a one-step process?
You're only talking to the 3% of the people.
Because only 3% of people, at any given time,
have a need for your product and services.
Then you have the other 30%,
that they are not thinking about it.
They're not even thinking about it.
Kinda lukewarm, they're not thinking about it.
They're not thinking about it.
And then you have the other 30% that,
they don't think they are interested.
They don't think they are interested.
They don't know.
They don't think they're interested.
But with time or--
Now could it be possible that someone, maybe they're not,
they don't need your product or service right now but,
three months down the road,
they might need your product or services? Yes?
Hello. Yeah.
So, we're talking about this--
And then you have the rest of the 30%,
there's just no way in hell they're gonna buy from you.
(laughter from audience)
Period. They don't want it, they don't thinking about it,
they don't need it.
Period. They are not your ideal clients.
They will never be your client.
So what happens is, if you are
doing a direct kinda selling approach.
You're only talking to the 3% of people,
you're not talking to the rest of the marketplace.
So lemme give you an analogy: let's say you go out there,
and right now, you have an opportunity.
That I put a 100 people in the room,
and I say to you that this 100 people,
they are your ideal clients.
What kinda clients?
- [Audience] Ideal.
- They are your ideal clients.
And you could go out there, and you could do a pitch,
to your ideal clients; I've put a 100 of your ideal clients
in the room, they can do a pitch.
But, there's a catch, the catch is
that you can do your pitch, but I give them the option;
the 100 people in the audience, the option to leave,
if they don't like your presentation.
At any given time.
So, if you go out there
and you do your pitch.
If you want the maximum amount of people,
staying in the room, what would that pitch be?
So example, say Gary, is a good example. Can we get a mic?
So, Gary. Give a round of applause by the way.
(audience applauds)
Now. No just, stay there.
- Okay
- So, Gary, what do you do?
Stand up, (inaudible).
(audience laughs)
- I'm a realtor.
- Okay. Now, so Gary, if you go out there,
you talking to people, "You wanna buy a home,
"you wanna sell a home, you wanna do whatever."
We're talking to the 3% right?
- Correct.
- Okay. So that's what most people do
and that's what they fucked up, by the way.
(audience laughs)
It's wrong.
This way, now if you want to talk to--
If you're doing your stadium pitch, you want more people,
the 100 hundred clients in the room.
You want them to stay, what would be your me--
So, if Gary goes out and say, "Hey, you know what,
"Anyone wanna buy a home? Anyone wanna sell a home?
"Lemme tell you why I'm the
"greatest realtor in British Columbia.
"Lemme tell you how many awards I've won.
"Lemme tell you how long I've been in business."
Fuck, right?
It's just like, leave me alone.
(audience laughs)
But, now instead of doing that.
Instead of doing that ...
You see, it's interesting, every time I use the F-word,
people laugh. (audience laughs)
I don't get it, but it's a mental note, "use more."
(laughter)
Anyway, so-- (laughter)
So, in-order to
make the people stay to hear your pitch, what--
Let's say I wanna talk to the top 10%, what could you say?
- I'd probably just try to add value to
the entire-- - What would be the title
of your, presentation?
- Uhmmm
- Instead of, "You wanna buy a home? You wanna sell a home?"
What could that be?
- 10 tips how,
you could save money on their next home purchase or ...
- Okay, good.
So, 10 tips on how you could, potentially,
save money on your next home purchase.
So, you're talking to now the people who
are kinda open to it,
"Yeah, maybe. I'm thinking, I don't know.
"But, hey, 10 tips that will add value to my life,
"that would help me save some money with my next purchase.
"I'm interested."
Now, is he getting people to do business right now?
Yes or no?
- [Audience Member] No.
- No, okay, just up the hand.
Lead generation, it's all--
Do this actually, put up your hand.
It's all that he did. Put up your hand.
It's all it is.
You get your potential clients to put up their hand and say,
"Hey, you know what, I'm interested."
Like a dating analogy, don't go out there and go to a bar
and say, "Hey, your place or mine?"
(audience laughs)
Okay.
Lead generation is basically getting a phone number.
Just, get a phone number, that's it.
Get a phone number and then you start a conversation.
Now, Gary, if I want to capture more of the marketplace
and say, "I want 40% of people that will stay."
What could be that title of your presentation?
- Maybe like ...
10 things to watch out for, when you're selling your home.
- Okay, okay.
Yes, Nathan.
- [Nathan] Ten tips on how to raise the value of your home.
- Okay, so even though you're thinking of selling,
you're buying, doesn't matter.
If you have a home, you wanna think,
"How can I raise some value of the home." Yes?
So, now, your message is suddenly from, "Buy now,"
to little bit broader, little bit broader.
So now, I wanna capture, this chunk.
70% of people.
In-fact I may, I want some of that too.
How can I make something so irresistible?
Make the title so irresistible,
that most of them would put up their hand
and they would say, "I wanna stay,
"I wanna hear what you have to say."
How can I do that?
Yes, Earl.
- [Earl] (inaudible)
Headline, how to never pay property tax again.
- How to never pay property tax again.
Is that pretty good?
- [Audience] Yeah.
- A round of applause for that, that's a good one.
(audience applauds) That's a good one.
So, that's what I'm saying, you are using,
write this down: lead magnet.
Lead magnet.
You are using some kind of an ethical bribe,
a piece of valuable information.
Could be a PDF, could be an audio, could be a video.
Whatever it might be, something worth
some valuable information to the prospects.
And you're not asking them to do business,
you're just asking them, "Hey, you know what,
"lemme give you some free information.
"Lemme add some value to your life."
Doesn't matter if you and I do business.
Doesn't matter if you buy something from me.
Doesn't matter if you wanna buy a home, sell a home.
It doesn't matter. You just say,
"Here's some free information. No obligation."
And, you do it in a way, of course internet nowadays,
you can use A Web and auto-responders.
And I'm sure Stefan would go into it a little bit.
That you can use this technology to help you to
automate some of these things.
They put up their hand,
you put them into your marketing funnel.
You put them into what?
- [Audience] Marketing funnel.
- And then you let your marketing funnel does the work,
and then when they are ready,
they will put up their hand and say--
They would call Gary and say, "Hey yeah, you know what,
"I've been in your marketing funnel.
"I've been getting your information.
"I've been getting your report in the last six months,
"and I think now, I'm thinking market is good.
"I'm thinking of--
"You know, we're allocating to a different place."
Or whatever it might be.
Now, there's a reason for me to sell my home.
Then I give him a call,
versus ...
This is how you achieve top of mind-awareness.
It's not branding, it's you're adding value
throughout the way, and you don't know,
if they might be ready in six months,
they might be ready in a year, you don't know.
But if you're not there, then guess what,
then they call your competitor.
Makes sense?
- Yeah. - Yeah. So.
Lead generation, okay?
Gary good job, so take two minutes, how long?
- Two minutes. - Discuss among your table,
how you gonna apply this in your business.
Go.