The two invisible lessons that I learned, that they didn’t want me to know, while at the traffic and conversion event.
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Hey everyone, this is Russell Brunson. Welcome to a very slushy Marketing in your Car. Today, I woke up and came outside. It's kind of raining but it's freezing cold so we have this slush all over the road. My kids were running around in their clothes before school and got soaking wet, so we've had a fun morning but now I'm heading to the office to get some work done.
I'm super fired up for today for a lot of different reasons. I just want to talk to you guys today about something I saw last week which was awesome. I was very impressed with Ryan Deiss and Perry Belcher, their Traffic Conversion Summit. I just wanted to share with you guys something really cool that I learned from it.
It wasn't so much the teaching. The sessions were great and everything. The reality is the bulk of what they shared was a recap of the best stuff from Perry's Secret Selling System so the content wasn't really new or anything from that side, but watching the event orchestrated was amazing. I think there's a lot of things to be learned from anyone doing any kind of event. It can be online events, offline events, anything.
I don’t know how much they actually sold at the event but if I was to guess, I would say probably sold anywhere from three to five million dollars from the event without anyone ever feeling like they got sold. It was really interesting, so some really cool stuff that all of us can learn from for our own businesses.
One thing, if you watched the way they ran the event, there were about 2000 people there. They had a lot of different sessions and things that they were teaching but there were two core things they were selling. One was their war room which was their mastermind group. The other was their funnel consultations. War room was between $15,000 and $25,000 depending on at what level you get in. The funnel consulting was $17,000.
What they did was they got up there and taught a session on tripwires for example which is a super cool concept they're talking a lot about over the last few times. At the end of the tripwire presentation, they said, “Look, if you want one of our funnel consultants to look at your funnel, run to the back, fill out an application, and we'll set up a private one-on-one meeting with you during the event to meet with one of our funnel consultants.”
People run to the back and fill out the form for their funnel consultation. The next session, Frank Kern spoke about something. At the end of it, he's like, “Hey, by the way, if you want us to critique your funnel, run to the back and get your free funnel consultation.” Every single presentation for the most part was talking about their free funnel consultation.
They had huge monitors in the main ballroom that show people whose turn it was to do funnel consultations. Literally, the entire three days, there were probably 60 people up on the board at any given time, saying, “You guys, report for your funnel consultation,” boom, next ones, next ones. Of the 2000 people in the room, unless they were horrible at closing, I would say they closed anywhere from 100 to 200 people in their $17,000 consult package.
Again, that's between 1.7 and three million bucks. As I started thinking about that, in my business, can I do a lot more cool free stuff where I'm just giving, teaching, and showing stuff for free, and at the end, “Hey, if you want me to look at your stuff, go fill out this application form.” In our business now, we re-set up a mini call center. We got two people who are calling and consulting, and then selling people on our higher end services.
I look at every blog post I do, every teleseminar, every interview, everything I do, I could be pushing people to go get their funnel consult, or whatever it is that I'm selling and just keep pushing people to this thing. I thought that was really interesting. I think for all you guys, we're always putting out content, YouTube videos, podcasts. All the different stuff you're putting out there, every one of them, if you just focus on giving amazing content and then push people somewhere where they can get a consultation, it's a very powerful zero resistance way to sell. That's one thing.
The next thing is their war room, which is their mastermind group. If any of you guys have any kind of masterminds or groups that you're running, I learned this originally from Bill Glazer. He did the same thing when I was in his titanium group. You go to his events, and the whole time, they're talking about their titanium group and having people from their titanium group get up on stage and talk about what they're doing and how much success they're having.
By the end of it, all you know is you want to be in the titanium group. It's the same thing they did with the war room. They just kept bringing people up from war room and case studying, talking about them. Every presentation would reference the war room. People are just like, “What in the world is the war room?”
Finally, “Okay, we got some spots in the war room. If you're interested, there are applications in the back. You can go apply.” Again, it's very zero selling, just talking and putting those people up on a pedestal and making you want to ascend to that level. I'm not going to lie, they closed me on a $25,000 war room package so it worked for me.
Think about it guys, if you have a group, the biggest key is to talk about your students, talk about success stories and that will get more people to want to ascend and become like them. Those are some of the cool stuff that happened in Traffic Conversion outside of the actual seminars as far as watching them do. I usually learn more from watching people do stuff than I do from them teaching stuff.
I definitely got a huge education watching them run and manage that event. It was very impressive. I hope you guys got some ideas from what I shared with you today. Give away free content, put your success stories and your students on a pedestal. If you do that, people will start flocking to you.
I saw it this weekend and I've seen it in my own business. We're going to start doing a whole bunch more of it. I guarantee you guys will see a lot more of it coming through. Hope you guys enjoyed this. If you like this podcast, people go to iTunes and tell people you like it. Go comment on all that fun stuff. I’d really appreciate it.
I hope you guys are doing awesome. We'll talk again soon.