Why do you want to stop selling and start closing and Paid Social Media Marketing ?
You see, most people, they don’t know how to communicate.
Fewer people know how to sell and almost no one knows how to close.
There’s a very big difference between selling and closing.
You see in any sales conversation, in any sales environment, in any sales meeting, you do not get paid by selling.
How many of you know people who just sell sell sell sell and they don’t get paid? Or they turn off their prospects.
You only get paid when you close a sale.
I want you to think about the difference between a salesperson versus a closer.
You see a sales person, they would push.
They would use aggressive tactics.
When you think of a traditional sales person, what comes to mind? Comment below.
It’s snake oil, it’s scammy, it’s slimy, it’s pushy.
Versus a closer.
How do you know when you are a good closer? After you’ve done a sale, after you’ve closed a prospect, when your prospect says, “Thank you.
” “Thank you for helping me make this decision.
” “Thank you for helping me move forward.
” That’s when you know you are a good closer.
There’s a big difference, sales person and a closer.
You see today I want to teach you something very very critical.
Why you should stop selling and start closing client deals, and what is the most powerful way that I know of to close, and it’s not what you think.
Today I’m going to teach you what I call “Value in advance” Write it down.
The formula is called “Value in advance.
” Now, you can see on my social media I have millions and millions of followers, and every single time when I make an offer, when I sell, when I try to close a sale, instead of waiting for the phone call or waiting for the meeting, face to face to do all your closing clients, that is very difficult, because you only have a very short period of time to persuade, convince a prospect to say yes.
Instead I believe what you need to do, you need to do a lot of work, before you even open up your mouth.
A lot of work needs to be done before you even say a single word.
In one of my previous videos, I talk about this.
The best way to sell a box of chocolate is what? Is to give people a taste.
One piece of chocolate, if they like that they’ll want to buy the whole box.
It’s exactly the same in closing.
I don’t want to count on closing, that closing part, that conversion part, that face to face, on the phone part, to do all the heavy lifting.
I want to start closing way in advance, and the best way to do that is “Value in advance.
” How can I provide value to someone in advance?
For someone who is consuming my materials, watching my video, consuming my content.
When I release something, when I make an offer, the trust is already there.
That it’s easy for them to say “Yes.
” Let me give you a perfect example.
Let’s say you are a martial artist, and you are teaching someone how to be a black belt, and of course you’re not going to be a black belt over night.
There are a series of steps you need to go through in order to attain your black belt.
Lets say the very first step is you need to learn how to do a proper stance.
Okay, that the first step, and then you need to have some basic flexibility with Paid Social Media Marketing.
How to do stretching, stretching exercise, and then basic punching technique, and then basic kicking technique.
Lets say and then you learn some jumping kicking technique.
Then later on you also have power and speed, endurance.
Lets say it takes you seven steps to get from point A to point B, you with me? The best way I could convince someone to say, hey I’m the guy that can teach you how to be a powerful human weapon, how to be that confident black belt.
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Instead of telling you how good I am, I know it takes you seven steps to get to your goal.
All I need to do is provide value in advance.
Let me teach you through my content how to do a proper stance.
Let me get you to that first step.
I’m not going to get you to the end goal, but I’m going to get you to the first step.
I might even teach you some basic stretching exercise that you can do from the comfort of your own home.
To help you become more flexible, to get you to almost step two.
Now what happens is this.
That if I am the person that gets you from point A and then point B.
Not to the end goal yet, but you’re already getting value from the free information, the free value I’m providing, and what the prospect is thinking is this, “Wow, If I’m getting so much value from the free stuff, if the free stuff is this good, I wonder what the pay-stuff is going to be like” and that’s exactly how the “Value in advance” formula works.
You don’t wait till when the money takes place, the transaction takes place to start closing.
You started closing from the beginning.
When you’re delivering value to the marketplace.
You provide so much value in advance when you make an offer your prospect is like this is a no brainer.
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Of course I want to buy.
I’m already getting so much value.
You’ve helped me solve the first two step problem.
I know I have five more steps to go.
Of course you are the man, you’re the woman, you’re the company I want to go with.
Instead of trying to convince them, you don’t know me, you don’t like me, you don’t trust me, give me some money.
No! Give them some value upfront.
Help them solve some problems upfront.
When you do that through social media, through video, through education, through content, that’s a smart way to do it.
You can do this on a massive scale.
You’re impacting so many peoples lives, and you’re adding so much value to people’s lives.
When you make an offer, it’s easy.
When you do make an offer, then it is just a moment when you realize all the hard work you’ve done in he beginning.
You’re not selling selling selling, trying to use some gimmicks or techniques or whatever tricks trying to close people, and there’s a time and place for that, but you don’t need that.
I bet I have so many students, if you’re watching this comment below.
You’ve gotten so much value from my free content, and then by the time I make an offer you’re like Dan is the guy, of courseI want to learn from him.
I want him to be my mentor.
Why? Because, I’ve done so much.
I combine and I strive to combine my branding, my education, my marketing and closing all as one thing.
Instead of isolated components,I treat them as one.
I strive to get to a point where it’s automatic closing.
Where the closing is natural.
Where it’s not forceful.
That people are happy to be closed.
That’s exactly why you need to stop selling and start closing Paid Social Media Marketing.
I’ll teach you one more thing before we go, and that is this, every single time you offer something, every single time you make an offer, you want to strive to deliver 10x more value.
Meaning this, this is what I truly believe, it is my mode in business.
If you sell something for $100, what can you do to strive to deliver 10x more value? That’s $1000 worth of value, when you charge $100.
When you can do that it’s easy.
It’s easy to close.
because people can see the value.
It’s a no brainer that they want to buy.
They are happy to buy from you, because they can see how much value you are delivering.
I want you to think about this.
How can you implement “Value in advance” in your business? How can you deliver 10x more value?
What can you do?
I want to leave you with one thought, and that is this, closing is not something that you do for somebody.
Closing is something that you do for somebody.
How to Build, Grow, and Scale Your Own Paid Social Media Marketing:
- You're also makinggold that has no context for the distribution.
- That's right.
- Which is vulnerable at some point.
You got your perspective.
(crowd cheering) I just wanna be happy.
Don't you wanna be happy? (chill hip hop music) - I am Paul Daly, AKA Paul J Daly.
I'm the founder and CEO ofCongruent Creative Agency.
So, it's been a crazy sixmonths since the first meeting with Gary and the mentors.
That kinda sounds like a band.
Although we had a lotof stuff rolling already when we started the mentors program, I can definitely say thatthe strategic guidance and mentorship that they have given me have really fast-trackedthe growth of the agency.
Our revenue since the mentors'program has almost tripled and our head count has almost doubled, so it's making a real difference.
Look, there have definitelybeen a number of setbacks since we started theVayner Mentor Program, but the real point is theyhave been available for us whenever we've hit one tohelp coach us through it.
I can say Vayner Mentorschanged my business for the better, continues toimprove it for the better, and I think will in the future as well, so here's to the journey.
- [Man] So, what do you seebecoming your core product as an agency? - I think our main in-roadis gonna be through this incoming generation of dealers.
There's a lot of transitioninggoing on right now who are progressive,who are following you.
That's the emails you're getting.
We need to show them there's a solution that they can bring to dad and say, dad, we need to do this.
- So, let's talk about that.
What do you wanna sell? I agree with you 100%.
- I'm Gary.
Sasha, right here, we have a dealership, fuckin' dad's wasting allhis money on TV and radio and doesn't believe in this shit.
I wanna do it, and I know it's early, but what do you think it is? - I wanna create a brand,clarify your messaging.
- Branding, I got it.
- Branding, messaging,and content production.
This is how you produce content.
- How much? - How much content? - How much money do you want for that? - I think we could have hundred thousand dollar relationships.
- Quarter million to a 100,000.
- 100 to 250 is whatyou're thinking a year.
As a retainer? - That's what we're working towards.
- Sure, yeah.
That's why we're here.
Listen, that's why we're here.
- I'd love to get away from project-based.
We work with local and national brands.
- Yeah, honestly, the reason Vayner Media became a big company fastwas we did no project work.
We've layered project workon top now, but I hate it.
- So, what's the current.
You're doing 300 plusthousand in the business now.
What are people paying you for today? - On the agency side? - Yeah.
- On the agency side, yeah.
And why did you project 800.
- They're just seeingcool stuff out there.
So basically, major globalbrands are producing amazingly cools stuff.
We just started producing coolstuff at a very local level.
People are like, I want that, I want my brand to reflect that, so they call us, hey, we want - And when you say cool stuff, a video? - Video, yeah.
- Social media executions they come in and say, wewant you to make us a video.
We're like, well, why do you want a video? Who's gonna watch it? Where's it gonna live? And then, we kinda backin and they realize, walk out, say we need a lotmore help than just a video.
- Yeah, so they hire us not for one video, but a series of 20 videosand we execute to that.
- Cool videos, cool media,cool photos, cool animations.
- But you're not doing themedia placement, right.
You're doing the creative production.
- Very little placement.
- Yeah, we brought on Pat,that guy with the orange sweatshirt over there, do that,to start executing to that 'cause we give them this piece of gold and they totally fuck it up.
- They don't understandwhat to do with that.
- You're also makinggold that has no context for the distribution.
- That's right.
- Which is vulnerable at some point.
- Let me tell you my personal end game.
- Go ahead.
That's a great way to start.
- That's where we should start.
- Which is? - So, I was kind of ready,'cause you're to the point, so I'll just beat you to it.
I wanna help people.
I wanna help people get clarity.
This was born in Claude'soffice a year ago.
I wanna help people withbusiness, with relationships.
- If you're not makingdecisions based on clarity, you're just guessing, at best, you're guessing a general direction.
I think that having anagency leverages my ability to communicate, builds my personal brand, and if I can do it in business, I wanna keep doing it in business.
If it's dealership world forthe next five years, awesome.
That will give me 20 yearsin the dealership world.
- My blueprint is attractive to you.
- Absolutely, 100%.
- That's what you're saying.
- That's why we're connecting.
- That's what I'm doing.
- That's why I trust you, that's why I'm like, I don'tknow how it's gonna work out, but I know being closest to this sun is gonna help me get there.
This is the same thing.
It's literally, whenyou're talking to that, I'm like, you're talking to me.
- It was so important for the whole team because there's an elementof getting close to the sun that I wanted us to experienceas a team of creatives.
It's one of those things, wedon't know what we don't know and when you get in anenvironment that's completely outside your regular life andyou can start to see people operating on a different level, all of a sudden, you startto realize, you know what? This is possible.
- Let me give you acouple pieces of advice that I think will really matter.
You need to be very, verythoughtful about the products and services you do for this company.
Let me give you a great piece of advice: Immediately, from day one,and I know we're kinda of in day one, but post-acquisition,we're in a new day one, I want you to announce a datefor Clarity Con immediately.
The thing that you'lllearn very quickly.
You're gonna get your moneysworth right this second.
Your even business willbe more profitable, more fun, more profitable,more impactful for you mission of why from day one.
If you're able to do Clarity Con, if you're able to sayClarity Con looks like this: It's $1000 ticket, but youalso get 30 minutes Q and As or one hour Q and As ona closed door live stream with me once a month.
Got it? And then, that all of asudden becomes also something you get free, that if you'rea client of your company, as part of the retainer.
I think if you build a model.
If I could do it all over again, which is what we're talking about here, knowing your industry enough, you do a $5000 a monthretainer, a strategy retainer, not a creative output,and then a contractual, minimal guarantee of another5000 in social media content.
So now, they're locked in for120 to even be in your world and then above and beyond project work.
So, it goes five, five- I'm gonna come around and hug you in a second.
- This is what's good.
This is it, man.
This is what's good.
This is what I would.
If I- And I'm not taking notes 'cause I know Levi is.
- So now, what you're doing is you're creating perceived value.
It's like, okay cool,I'm getting something that's 1000 bucks, I'mgetting access to him, you're building that, you're building in, you're building, you'rebuilding, you're building.
You're building stairs.
You get this, you getthis, but now it's like, hey, it's 5000 a monthretainer and obligation to do 5000 a month of output, so they're gonna be like, okay,it's $10,000 a month, right? By saying 5000 for that and5000 you have to buy for output, what you've done is a verygood job of not mixing the two.
They've now bought intothe fact they're paying you $60,000 a year to be smart.
That's a lot of upside for you and your organization, long-term.
That's why I want you tobreak out that Clarity, 'cause we used to do it asyou're gonna get $10,000 worth of community management and pictures and you get the value of our strategy, but whenever anything is free, it's free.
- It's free.
- Got it? So, I want you to start withit's $5000 a month retainer for strategy and brand positioning, comma, even for us to say yes to that, you have to then doanother $5000 in the output and that's where you'll get your pictures and videos and cool stuff.
- That's your day in and day out.
Above and beyond that,you can do one-off videos for your big fall sale, you're sitting on too much inventory, you need an extra boost, orif you wanna go down the path of internal culture, kindaof the Claude stuff, fine.
You'll decide how you wannabuild out your company and your services, butI do think that 120 base for thinking and pictures and videos, you're at a really sweetspot to build on top of, along with they get aticket to Clarity Con, which is 1000 bucks.
- Anyway, that would be the model, I think you need to go with, but Ithink Clarity Con from day one, when you announce it, literallyit's we've been bought and literally comma, we've been bought, we've got an agency, we'vegot Clarity Con coming, in fucking wherever on whatever.
- What's realistic? What's the attention lengththat we can actually push that? You know what I mean? 'Cause I'm thinking,how much time do we got to execute to a conference.
- And here's the good news, here's what's amazing about video, and I think we see it alot in my internal coms, as long as you're humble and transparent, this is how you hedge: It's humility, it's self-deprecation.
Let's say you make a video in September, everybody's away for the summer, you say, guys, Clarity Con, March 2109, super excited about it.
To be very frank, we're gonnastart opening up pre-sales and getting a sense, it's $1000 ticket, also you get it for freeif you're a client of ours.
Very simply, I have no ideaif this is gonna happen in a Dunkin Donuts orif this is gonna be done at Buffalo Bill Stadium.
I think probably more likely Dunkin Donuts than Buffalo Bill Stadium, but if there's one person that comes or one million people that come, we're gonna put on a show.
You've now eliminatedany expectations, got it? That's it.
Now, you're not vulnerable.
Now, you've taken pressureout of selling it.
Now, if you sell seven - Everything you announcethat's gonna happen in the meantime, it's an upside.
Oh, this is actually gonna happen now.
- That's exactly right.
- This is live.
- That's right.
- This is live.
- I just think - We watch Gary Vaynerchuck,can you believe it? - Yeah, and you're only150,000 in the hole.
(laughing) By the way, by the way - That would be yours, so - By the way, by the way.
It's really right for you.
You'll win that game.
You've got all these personalities that you've been able toget into your ecosystem.
You'll be able to call in favors.
You're gonna put on a realshow and it can become a real thing and what'sgreat about Clarity Con is maybe year one it's a little bit more towards that world, but to yourwhy and where you're going, you'll be able to expand out.
- Step, man.
- Proud of you, man.
- Thank you.
I think it's really important to say that the value of thisprogram is not just Gary, but it is the team that he's assembled and I think he'd be happyto hear me say that, but for real, the mentorsteam is accessible and ready and willing to helpwhenever we have a setback.
(camera flashes) There was this sense of we'reabout to take the first steps on a trip that we're gonnatalk about for a long time.
It was this knowledge that, I don't know what we're gonna learn, I don't know what we'regonna do from here on out, but I know it's gonna be meaningful and I know it's going tobe one of those moments that we look back on and say, can you imagine if we hadn't done this? (upbeat Spanish hip hop music).
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- So, what was the issue? What did he say before youguys got off the phone? - [Steven] So prettymuch, we're talking about you know, what the J.
V parlor looks like, I ended up saying like, at theend I was pretty much like, "Hey, trust me on this one",because he wasn't so sure.
"We've done this in the past", and I had to do a lot ofreassuring in the end.
And in the end he was like, "(sighs) you know, I have todo a little bit more research.
" - So, he's a bit on thefence, but he knows how the joint venture would work? - [Steven] He understandhow it works, I don't want-- - He's done J.
's before, right? - [Steven] He's done it before, yes.
- Okay so, so his objection is, "I want to do more research on this, "I want to think about it.
"- That's right.
That's right, that'sexactly what happened.
- When he said that, what did you say? - [Steven] I was basically like, "Dude like, trust me on this one.
"Like, we've don't this many times before.
"It works for other people,I've looked at your channel, "I've researched what you do", right, "and your audience.
" I really tried to keepthe attention on him, but still he was like,"(sighs) I don't know.
" I think that might haveactually pushed him away, I can't tell though.
- Mm, so at the end, youwere justifying a little bit? - [Steven] 100%, you hit thenail on the head (laughs) (Dan laughing) - Okay, okay.
Lets role play this a bit, okay? So,- Okay.
- when someone says if, they say, "I want to do a little bit more research", that's not the truth, right? That is- Okay.
- not the truth, that'snot what is going on.
What do you think is going on? What is he thinking? - [Steven] Maybe he hasto talk to somebody, and maybe, I think its just lack of trust.
- Lack of trust, yes.
- Maybe you jumped the gun too soon maybe a little bit too pushy.
- Uh, fear of making a mistake, don't know if this isthe right thing to do.
- That's right.
- He could clearly see, this deal willmake him a lot of money, but he's a little bit on the fence right? - Yes.
- So he needs a reassurance, the problemis the way that you did it.
If you told him, "Oh, just trust me man, "we've done this a lot, we'vedone millions of dollars "with J.
partners, youcan just trust me on this.
" That actually has the opposite effect, right?- Okay.
It's like you tell people, "I'm honest just trust me, right? - [Client] Mm-hmm.
"You know I'm a Christian,it's okay.
" (laughs), right? - [Client] (laughs) Yes.
- You know a trust worthyperson doesn't need to say that.
So, instead of saying that, next time if for the nextpotential J.
partner, what you could do is, so, when someone says,"Oh you know what Steven, "I need to think about it a bit, "I need to do more research.
- So, I want to know ifthat's the truth or not, so I want to cut through the B.
- [Steven] Okay.
- Okay, so lets role play this.
So pretend you're theJ.
partner and I'm you, and I'm talking to you, okay?- Okay.
So try to go ahead, tell me you want to do some more research.
- [Steven] Okay.
Yeah, that sounds great, everything you shared with me makes since so far,- Mm-hmm.
= I'm just going to you know, take what you sent me, and shared with me, I'm gonna review it, and doa little bit more research.
- Hey you know what Steven, let's pretend you do your research, andyou've done the due diligence and you like what you see,what's going to happen next? - [Steven] If I like what I see then, yeah, I would send you a message, and we'll just, lets do it.
- And we can move forward with this? - [Steven] Correct.
- Okay, pause off the role play.
So from there, I want to get a commitment.
- [Steven] Okay.
- I want to see if, cause otherwise, if he says, "well, after Ido my research then maybe "we'll do something.
" Or, "maybe we'll do something six "months down the road.
" Well, that's not the truth.
- Oh, sh*t okay.
- Right, so that's just a lie, right? 'Cause prospects lie.
So, if that's, I want to find out if he actually wants to do something or he's just B.
S-ing me right? - [Steven] Oh, got it, okay.
- So, in this case hedoes want to do something.
But, just a little biton the fence, right.
- [Steven] Mm-hmm.
- So, lets keep going,go back to role play.
- [Steven] Okay.
- So, what's going to happen next? Lets pretend you like what you see, and what's going to happen next? - [Steven] Well, I would just get started, everything you shared with me makes sense.
- I'm sorry, what? - [Steven] I said, if I do my research and everything looks good,and everything that you say, I can verify everything you say, then let's move forward.
Well Steven, before we get off the phone, tell me, let's just bottom line this.
What would it take for youand I to do business today? What do you need from me, inorder for us to move forward? - [Steven] Hm, what Ireally need to know, is whether or not, becauseI took the time to build up my audience, I want to make sure that this is something thatthey would actually accept.
I want to do maybe like, a smaller test.
Is that something we could do? - Ah okay, bingo.
That's the truth, right? - [Steven] Mm.
- That is what he's thinking about, okay, I don't know ifI want to burn my list, what if it doesn't work? What if this is not somethingthat they want to buy, right? - Mm.
- Let's handle that, then you can go back, okay.
Let's pretend that wecould do a small list.
Like, how would,- Mm-hmm.
- what would that look like? Maybe instead of doing anemail to all your entire list, maybe we select from the list, instead of doing maybe five videos, why don't we test just one video, and see how that works, right? Or,- Yeah, I'm cool with that.
- Yeah and then, you can also ask him, "Well, what informationdo you need from me, "in order to do the deal?" - [Steven] Mm-hmm.
- Then he might say, "well I just want to make surethat this product is gonna "be beneficial to my audience.
" Okay,- Mm.
- then you can ask him, "well,would testimonials help?" - [Steven] Mm-hmm.
- So, lets go back and roleplay a little bit, okay? - Exactly, you know Steven,and when you do research exactly what are you looking for? What were you hoping to find? - [Steven] Well, I wouldlike to just make sure that this works out for my audience, because you know, I don't wanna leave a bad taste in their mouth, this isn't somethingthat we've tried before.
- I can appreciate that, so suppose I could giveyou some testimonials from our graduates, andsuccessful students.
Would that help? - [Steven] Absolutely.
- How many of testimonialswould you like to see? - [Steven] Just a couple, I could probably get my editors to put a, like, edit them into the videothemselves that we put out.
- Okay, so, like say two or three? - [Steven] That would work.
- Okay, so I'll give you two or three-- - [Steven] As long as they are good ones, like yeah, two or three is enough.
- Sure, sure, and I knowyour particular audience, and we know that we havestudents and clients in the same demographics right, the same kind of background.
So, I think that- Mm-hmm.
- you'll appreciate those.
Actually, we probablyhave, if I calculate, we've got over 1000 testimonials, but I'll pick three or four that I think would, that's what you want to see.
What else do you want to see? - [Steven] Aside from that, - What about in termsof our refund policy, would you want to know that? So, if your students- Yeah, that would be great to know.
- don't like the program, they have like 30 daysto change their mind.
So, that's okay if they, 'cause we only want students who actually get benefit, andenjoy what we give them, right? - [Steven] Mm-hmm.
- Would that help? - [Steven] Yeah, for sure.
- Okay, what a--- Any way that you can take care of the students, I fully trust you Dan.
Anyway that you can takecare of the students, - Yes.
- I appreciate that.
- What about, would you also want to talk to a maybe couple of J.
partners that we have done business with? - [Steven] Yeah, sure I know that we have a few mutualfriends, but I want to, I'd love to talk tosome of the people that you've worked with before.
- Yeah, so to know a littlebit about the process and what's their experiencelike working with us, right? - [Steven] Mm-hmm.
- Okay so Steven, letspretend I could give you the testimonials, thetwo or three testimonials you're looking for,- Mm-hmm.
our refund policy,- Mm-hmm.
as well as, a couple referencesfrom past J.
partners you have done business with.
- How do you feel about that? - I'd be ready to go.
- I'm sorry, what? - [Steven] I'd say, I'd beready to go, sign me up.
- Okay boom, see how that's done? - [Steven] Mm.
- That's how you do it,don't buy into what they say.
You gotta lead, you gotta ask questions, and dig deeper, and findout what's the truth? What's holding this prospect back? That's what I wanna know.
Right, from there, then it's not so much I want to do more research, the thing is it's not that I want to do more research, what he's saying is, "I don'ttrust you guys enough yet.
" - [Steven] Mm-hmm.
- So lets reassure the J.
Partner what we need to do.
He needs a little bitmore information instead of having him go out thereand do whatever research that he does, it may not be accurate.
Why don't we provide- Yeah.
- exactly what he needs sothat he can move forward? And some times when youdo this, they'll be like, "You know what, forgetabout it, I'm ready to go.
" They'll be like, "youknow, I don't need more.
"I don't need moreprof, I don't need more, "I don't need to do that.
" - Mm-hmm.
- Right, Got it? - [Steven] I got it.
- Okay, awesome.
So,next call try that out.
- [Steven] Alright, thank you CFU.
- Okay you got it, goodbye.
- [Steven] Okay, bye bye.