#Ultimate Sales Engine Boot Camp
Takes place over two days, with four 90-minute sessions on each day.
The aim is to give delegates a complete business model they can take away and implement.
The first day is going to focus on the six core principles of successful businesses as we teach in Elite:
A simple process of lead-capture, follow-up and sales that’ll work for any business.
How we do it all as a group
A live and extended version of the original Email Supremacy Programme, including segments on Funnels, and Advanced Email Marketing strategies.
Welcome everyone.
Outline the purpose of the Boot Camp
Go through the Running Order and set out the rules
Give an overview of the Boot Camp and what we’re going to achieve.
The questions we need to answer are:
These six areas are what we focus on most in Elite. As I’ve said before, Elite is less about knowing and more about doing.
In classic 80/20 style, if you focus on these five Principles you’re going to make incredible leaps forward in your business.
It’s a (perhaps) universal law that most of our results come from a disproportionately small number of our efforts.
Harnessing the power of this in our businesses is fundamental to our success.
Thing is, it’s extremely counterintuitive so even when business owners are presented with the facts, they’ll still ignore them.
These two simple but extremely powerful strategies go hand in hand to make you more money with less work, less hassle, and fewer headaches.
They capitalise on various innate aspects of human psychology to both filter and influence our target market so we command premium prices, are viewed as experts in our chosen areas of endeavour, and ultimately end up working with a better class of customer and client.
Marketing is the one activity that keeps business coming in through the door. If you stop marketing, then pretty soon you have no clients. Not long after that, you have no business.
Takes a different approach to doing business. Rather than focusing on the sale as an event, it’s seen more as the beginning of a process of transformation.
The practice of getting your customers and clients to buy from you in a pre-determined series of regular sales.
You can do this with products or services.
Continuity is a life-changer
Nothing happens until someone does something. Action is at the root of all success, because the best idea not acted upon is just so many words lost in the whirlwind of life.
It’s essentially a system, comprising a set of strategies and processes that implement them.
The USE is an end-to-end structured approach to lead generation, sales, ascension, and continuity.
It comprises these parts:
A very simple structured process for getting all this done.
It boils down to three distinct areas:
There are lots of reasons business owners resist email marketing, especially done The EBG Way:
Six parts.
There are hundreds of places to get ideas for emails.
The best places in my opinion from stories from your past and anecdotes from the things that happened to you every day, as well as the things you hear happening to others, and read about in the newspapers or on television.
But aside from these, there are many places for you to get great ideas.
You are not writing formal sales emails in what people call “business language”. The trick is to have an ongoing personality filled dialogue with your reader.
Keep your emails:
Loads of people tell me how hard it is to write.
Nearly every email marketing course I’ve ever seen except my own, neglects this area. I think that is a big mistake. The reason it’s a mistake is what you don’t know can destroy your campaigns.
You cannot afford to ignore this just because it’s boring and geeky.
To give you a complete set of business and marketing strategies and models you can take away and plug into your business.
It’s likely you’ll be able to start immediately.
0900 to 10:30 Session 1
10:30 to 11:00 Break
11:00 to 12:30 Session 2
12:30 to 13:30 Lunch
13:30 to 15:00 Session 3
15:00 to 15:30 Break
15:30 to 17:00 Session 4
19:00 to late Dinner and Bar
0900 to 10:30 Session 1
10:30 to 11:00 Break
11:00 to 12:30 Session 2
12:30 to 13:30 Lunch
13:30 to 15:00 Session 3
15:00 to 15:30 Break
15:30 to 17:00 Session 4
Business are successful when they find what works and keep repeating it. This applies to both marketing and operations.
And it usually comes down to a surprisingly small number of actions repeated daily, and a certain attitude embedded in the culture of the people who work in the business (this is also true for one-man-bands).
Making mistakes big and small over a long period of time without a studied or rational attempt to change behaviour.
You don’t get fat overnight; and your business doesn’t fail overnight (even though the final event can be swift and catastrophic. It’s like metal-fatigue in a de Havilland Comet.
We start with what we know and move forward with testing, evaluating progress and results at every stage.
It’s called “testing and measuring”.
Also known as “the Pareto Principle”.
Discovered by Vilfredo Pareto around the start of the 20th Century as he studied the distribution of land ownership in Italy — 80% of the land was owned by just 20% of the people.
When he looked more widely he saw it cropped up everywhere. In the time since then we’ve seen it seems to be an all-pervasive phenomenon in this little universe of ours.
It’s a real phenomenon and to ignore, discount, or refuse to accept it can be fatal.
The numbers don’t have to be 80 and 20 and they don’t have to add up to 100. They can be 80/10, 99/1, and so on.
In many ways it’s fractal: the top 20% of your clients have their own top 20%. This continues to a point where the sample size gets too small to be meaningful (a point some proponents of 80/20 selling should note).
The art of selling your products and services at higher prices than your competitors, without losing sales or clients (other than the ones you want to lose), and all the while making a lot more money, to boot.
Premier Positioning covers two main areas: being seen as an expert; and being seen as someone worthy of respect.
These two areas do often overlap, but you can easily be one without the other. I am sure we can all think of experts we think are utter dicks, and people we respect greatly who are experts in nothing at all.
Most business owners engage in marketing either when they have to or opportunistically when an ad-rep happens to call.
Smart business owners realise marketing should be a constant activity and the very best time to be doing it is when you’re busy, not when you’re quiet.
Takes the buyer from the unknown to the known: “I don’t know or care where you are or what your problem is, but my stuff is the answer”.
Takes the buyer from the known to the unknown: “We’ve taken time and made the effort to determine where you are now and what your challenges are, now let’s see what we can do, where we can go, and what we can achieve.”
There are several different continuity models you can implement.
All the Elites are looking for ways to add Continuity into their businesses.
I can’t see any reason why any business cannot make Continuity work.
It just takes a bit of effort and implementation.
The watch-word is accountability
There is nothing special about Email Marketing. You would get the same results if you were able to do the same kind of follow-up with the same consistency and frequency.
Email just makes it very simple to do.
The trick is to give enough value to keep them interested, and yet not so much they can just up sticks and leave and take all our knowledge with them.
For me it’s a two-part process.
I give entertainment value. Not everyone agrees with everything I say. Some people think so very differently from me they just don’t last long on my list at all. But I don’t think anyone would say my emails are actually boring. And I get plenty or reports of belly-laughs, so that’s good. I also include snippets of useless but interesting information, anecdotes and other stuff to ensure people just have a good time.
I give educational value. I show people the mistakes they’re making in their marketing, sales and copywriting. I tell them what they should be doing instead. I’ll even tell them why these things are wrong and why the things they ought to be doing will work better
What I don’t do is give them the how. Sometimes I will, just to keep them on their toes and to prove I know what I’m doing. But the general rule is I give them the what, I’ll give them the why if I can, but they have to pay for the how.
Now, there are times when you can and should give them everything – Steve Shaw is a good example. Any time you’re selling a product or service they can’t easily replicate is a good time to give them everything.
This process naturally leads to sales!
You don’t have to be clever to get the link in there. The whole email does not have to be leading up to this moment.
You can be as simple and straightforward as you like. You can simply tie it in like this:
Just remember what I said before: you might resist doing this, but if you do, then you pay a price.
No matter how you write, you are going to imply at some kind of personality. It’s not a matter of shall I show a personality, but a matter of which personality shall I show?
Given we’re going to show a personality, then, doesn’t it make sense to show the one we’re most familiar with, most comfortable with and the one which is going to attract the people we most want to do business with?
You’re NOT trying to write with MY personality. Write with your own! Unless you’re a doormat, in which case you’ll have to fake it till you make it.
Unless you have no personality or are suffering from some genuine problem, such as personality disorder, it does work.
[TBA]
[TBA]
There are strategies and tactics we know tend to work most of the time in most situations. But this is on a continuum, and we find while strategies are almost always infallible, tactics sometimes fail.
This is why we have to test.
For example, we know the strategy of relentless follow-up by email works. And I have yet to see it fail.
But the tactic of swearing like a trooper and calling people ‘fat cunts’ when they complain probably isn’t going to work in every market (even though the strategy of authenticity will).
Examine everything you do through the 80/20 lens because it will dramatically improve your fortunes.
You make more money
You deal with a better class of client
It’s in buyers’ favour
You get links to you site sent out on others’ lists in return for a revenue-share.