- The more people pay for something,
they more they value it.
We talked about this.
Secret number five and then we're gonna wrap this up.
Secret number five, you need
an advanced client acquisition system.
About driving demand, right?
And there are many ways to do marketing.
I'm not gonna spend hours on this.
I just wanna give you one simple piece,
an advanced client acquisition system.
Notice I said system, not manual labor.
Not going out there networking stuff,
networking events, try to drum up some business
or just waiting for referrals.
All those are very passive.
It's hope.
It's hope marketing
and hope is not a strategy.
- [Announcer] The King of High-Ticket Sales.
World's Highest-Paid Consultant.
Media Celebrity.
Multi-Millionaire Entrepreneur.
Acclaimed TEDx Speaker.
International Best-Selling Author.
Dan Lok.
- Advanced client acquisition system.
People ask me all the time,
"But Dan, where can I find clients?"
I get this question a lot.
"Where can I find clients?"
It's very much the wrong question.
The right question is how can you
construct a business life so that clients keep finding you.
I don't go to networking events.
I do zero prospecting.
I don't do any of these things that other people do,
zero.
Zero.
I don't have time for that.
I don't do cold call.
I don't do proposals.
I haven't done proposals in a decade, in my life.
I don't do proposals.
Why don't I do proposals?
Who can tell me?
I don't need to.
- [Audience Member] It's not under your control.
- It's not in my control, yes.
But why don't I do proposals?
- [Audience Member] Proposals are a dog and pony show.
- Yeah.
Proposals are a dog and pony show.
You try to convince them
why they should do business with you.
How many have done proposals,
spent hours and hours and days and you send the proposal
and what happens the minute you send out the proposal,
who has the power?
The prospect.
Now just wait.
Here's what happens.
While you're waiting, if you follow up too much
you seem too desperate.
If you don't follow up you lose the sale.
Now what?
You're fucked.
So why would you do that?
So that's why I don't do proposals.
Yes.
- [Audience Member] Do proposals, at a certain point,
add some clarity to a client.
- Yes.
I don't do proposals.
I would do what I call terms of agreement.
Only after they're paid.
Only after I've gotten a commitment from them.
Then I'll do it.
After they've paid, I have the credit card information,
I have the wire transfer okay, and
now we're gonna decide what we wanna do.
Yes.
- [Audience Member] You said your funnel is 99% free value.
- Yep.
- [Audience Member] Then you say you charge
for your consultation by the way you permit.
- Yeah.
- [Audience Member] At what point does it cross that line
of giving free value and I'm gonna charge for my--
- Good question.
That's a great question.
So how do differentiate what's free value
and when do you pay?
It's very simple.
Anything that doesn't involve my time is free.
When someone, right now, watching my video
doesn't take my time.
Someone listens to my podcast doesn't take my time.
Someone reading my blog post doesn't take my time.
Someone reading a book doesn't take my time.
No.
But if you want my time then I charge.
It's as simple as that.
Yes.
- [Audience Member] You said when they pay
you give terms of agreement, so if you get them
to sign a contract--
Absolutely.
- [Audience Member] At what step in the process
have they signed that contract?
- After they paid.
At the same time.
Usually I will send them, let's say a PayPal link
and then I'll say here's the agreement,
fill that out, get back to me, we'll get started.
It's very simple.
And that's why I want to be always transparent.
A lot of people, they're afraid to talk about money.
I talk about money upfront.
Just be transparent.
Get the money.
Here's a line that I love to use.
You can write it down.
This is a very powerful line.
I always say to them, you know what,
I want to get the money out of the way,
so we can focus on what's important.
I'll say it again.
I want to get the money out of the way,
so we can focus on what's important,
solving a problem, helping get a result that you want.
I don't want to be a bill collector.
That's why everything I do is all automatic, all recurring.
I don't do invoices and any of that crap.
Everything recurring is all automatic.
I don't wanna be a bill collector.
I don't wanna chase my clients for money.
It ruins the relationship.
We're here to deliver value.
We're here to solve their problem.
I don't wanna, "Oh, here's my invoice,
"when are you gonna pay me".
I told Audi the same thing.
Whenever you just keep sending them invoices,
it ruins the relationship.
Hassan, you asked a question?
- [Audience Member] Would you mention that line at--
- It depends on after I get the commitment
and I would say, hey you know what,
I'd like to take care of the money stuff first,
so here's the link or here's how you pay me
and here's the agreement; maybe sometimes
in an email or a phone call.
I like to get the money out of the way,
so we can focus on what's important,
would if be okay if you get back to me
and take care of the money stuff, like tonight.
Sure.
Would it be okay if you faxed me that check?
Okay.
Bam.
And that's out of the question.
My mind is not on when am I gonna get the money.
My mind is just how can I fully, fully help this person.
That's it.
Make sense?
Good, very good.
One question, yes.
Good question, by the way, very good question.
- [Audience Member] There's this little voice in my head,
like how you're mentioning on the slide
with all these funny questions, this is the one that says,
but Dan, you're Dan.
You're well positioned and people come to you,
because you're hired by toll,
you can ask for the money upfront,
do the terms and conditions after focus on a value.
What about for those who are starting out, such as myself?
- That's what I used to believe.
You can ask Earl.
Earl would be a witness.
I was doing this when I was getting started, from day one.
It wasn't I got here, then I started doing these things.
I, from day one, when I was copywriter,
I need clients like I need blood in my veins.
Client calls me up and says, "I want you to write copy."
Sorry I'm busy.
I have no client.
Empty appointment book.
I tell them I cannot work with you,
I'm too busy, maybe I'll work with you next month.
I'd delay the sale, but I had no money.
I started using these strategies when I had nothing.
And that's why it's a verifiable example
of this stuff works.
You have to start doing it from day one.
It's not like you get to here and then you do it.
You don't get to where I am,
doing the same shit everybody else does.
You get to where I am by doing, step by step.
Maybe you cannot do it to the degree that I do it,
but you gotta start from day one.
I'll give you the background story.
When I was a copywriter
I had no client.
I was calling all the Yellow Pages
and try to cold call and try to get clients.
You guys still remember Yellow Pages,
before Google?
And was like hey, you know, I can help you.
Please, I can help you.
And people hang up on me.
And after you do 500 cold calls, I thought, this sucks man.
This is horrible.
I don't wanna do this shit.
From there, from day one, one strategy I thought of,
who could I get that if I get that person,
could get everyone else.
So approached one guy, very strategically.
I approached Jay Conrad Levinson at the time,
who wrote the book Guerrilla Marketing.
How many of you heard of Guerilla Marketing?
Sold 20 million books worldwide.
By the time I approached Jay
and I'd simply rewrite his copy
for his Guerilla Marketing Association,
which is a membership program, I thought was not that good.
I would rewrite his copy.
I'd send it to Jay and say hey, Jay, I admire your work.
Now there's a difference,
I'm doing free work versus strategic work.
I admire you work, love your book, look at your website,
I thought I could help.
Here's new copy.
Try that out.
He put it online, he tripled his conversion.
He was thrilled.
Gave me a testimonial.
I said, hey Jay, appreciate it,
I'm just getting started as a young guy,
you have a huge audience of business owners.
Is it okay if you send some business my way?
He said, "Sure young man.
"You helped me double, triple my conversion.
"Help you some clients your way."
That's how I got through.
I didn't do what everybody else does.
And that's why in my early 20s I wrote my first book,
that I self published, called Quick-Turn Marketing,
trying to get cooperating clients.
It was a horrible book.
If you see it on Ebay, I'll buy it back from you.
(audience laughing)
- I mean it.
It's so horrible.
The grammar is bad.
The cover is bad.
The content is bad.
The whole thing is shit.
My first book.
But you know what?
I knew that has more power.
Also I know from early on, even Toastmasters,
the person who's on stage holding the marker
is easier to get clients.
So I learned let's hone my marketing skills,
so honed my speaking skill.
So I want to be the one upfront.
I don't show up at ane event as an attendee.
I wanna show up as an event, as a speaker.
I did it in my early 20s.
I didn't do this shit for a decade now.
What I'm talking about.
That's what I'm saying.
It's one step at a time.
You don't get to where I am overnight,
but you gotta start day one, right Earl?
Same stuff I'm doing now.
- [Earl] I thought you were rich when I met you.
(audience laughing)
It took me years to create a self fulfilling prophecy.
- [Earl] And that's when I thought, oh shit.
- He had more money than me, back then.
That's what I'm talking about.
I'm not saying fake it 'til you make it.
How many have heard of fake it 'til you make it.
That is not what I'm talking about.
It's not what I'm talking about.
Here's what I'm talking about.
I'm talking about fake it 'til you become it.
Fake it 'til you become it.
And there's a big difference.
Ponder on that, it's deep.
Ponder on that.
The slow way.
You can write a book,
a bestselling book.
I've had 12 of them.
You can do a podcast, a hit podcast.
I have Shoulders of Titans.
You can do a high traffic blog.
You type in Dan Lok, I'm on over a million webpages.
You SEO, you can do backlinks.
You can do referral, which in my mind that's hope.
You can do word of mouth.
You can do networking, which is
a complete waste of time that maybe you get clients.
Maybe you get clients.
Instead of with what you do.
This is what you do.
You Facebook, you drive them to a webinar registration page,
you drive them to your live page,
you drive their consultation.
Why don't you do that for yourself?
How can you ask your clients to invest money in you,
when you don't invest marketing dollars in yourself?
You can't even prove this shit works for you?
Versus when you do this,
your client goes through this funnel.
Imagine.
Your client goes through this funnel.
They see your ad.
They go to your webinar page.
They schedule time with you.
Pretend I'm a potential client talking with you, Kevin.
Hey Kevin, I saw this.
You can totally tell them, I charge $2,500 a month.
"Oh that's a lot of money, yes, but my stuff works."
"How do you know?"
"Because you're on the fucking phone with me.
"That's why my stuff works."
Remember you saw the ad, you opt in
and you see my stuff and now we're on a call
and I'm selling you $2,500 a month.
My stuff works, because you had demonstration.
My stuff works.
You see the power of that
versus hopefully I'll get some results?
I eat my own cooking.
Do you eat your own cooking?
I don't ask you to do anything that I don't do.
I can't ask you to present if I'm not a good presenter.
I can't ask you to write a book if I haven't written a book.
That's the difference.
This is not new.
This stuff I learned it from Nicholas,
one of our members, the same stuff.
You know it.
It's not new.
It works,
but you have to be willing to do that.
You have to put some skin in the game
and test it out
and do it and show your clients
that my stuff works, my methodology works,
my system works.
I am a walking, living, breathing sample of what I do.
When you have that, clients come to you.
I am a walking, living example of what I do, yes.
Hello.
- [Audience] Yes.
That's where that comes from.
Let me recap.
Simplicity is everything.
To marketing, to running a business,
to even making millions.
If I wanted you to walk away with one thing,
like a simple plan, if you wanna sell high tickets,
is I want you to have one front end offer,
which it could be a one page PDF,
have one backend offer.
You price it at maybe $25,000 or something like that.
Have one funnel you use to attract clients.
You should have two steps.
A presell via a webinar and then get them on the phone.
When you wanna sell high tickets
you need to do face to face or you need to get on the phone.
You're not gonna sell a 10, 15, $20,000 program with email.
You can sell $1,000 program with email.
How you involve your clients, phone, face?
- [Woman] Phone or face.
- Phone or face, right?
- [Woman] I was actually going to ask a question.
- Yes.
- [Woman] Speak about Facebook
and then put them in a webinar.
I've found that digital marketing only works
over the long term and to large audiences,
for short term clients it's always doing speaking.
- Yep.
- [Woman] And then getting them to sign up for a consult.
- Yep.
- [Woman] And then a goal.
- Put it this way, you can always communicate who you are
stronger when you're like this,
because you're face to face, belly to belly.
Shake hands.
It's like this.
They can see who you are.
When it comes to webinar and stuff like that it still works.
It takes more tweaking and takes more skill.
- [Woman] The conversion is lower though.
- No it's not lower.
Even Nicholas goes back.
He fills Joe Joe Polish's 25K group
with just Facebook, because it's the way you're doing it
and most people are doing the Facebook wrong anyway,
99% of them.
They try to sell of Facebook,
instead of doing lead generation.
And then you wanna have one main channel
that you use to drive traffic to that funnel,
Facebook ads, Pinterest or YouTube or whatever,
just pick one.
Just pick one.
And you wanna make sure your programs
are the best in the world and that everything in them
is designed to produce great outcomes and results
for your clients and then just enjoy your life.
Have a handful of clients.
The power of small numbers.
That's that.
That's all I got.
Thank you very much.
Thank you.
(applause)
(epic music)