DotCom Secrets: The Underground Playbook for Growing Your Company Online

by Russell Brunson

• Example (real life, if possible):

Recap: After you have finished teaching the content for your training, then you want to remind them again about everything they learned while they were on the training with you.

Tie It to Value: Help participants see how much this information will be worth after they implement it. After you have anchored the “true-worth” price in their minds, then you can come back to the actual asking price of this webinar.

Was It Worth $__to You? Ask the participant to decide whether the webinar was worth this price.

Transition to Offer: Briefly mention that the participant may now want personalized help.

Pick Your Close: Where will you send people to fill out an application?

Simple, Three-Step Close: This is a very soft sell.

Basically, you’re breaking up your sales presentation over four videos—each providing a ton of value, while educating your prospects and selling your products. This funnel works best with warm and hot traffic.

Video #1 is called “Wow and How,” where you will “wow” them with a big idea, and then show them “how” you and others are using this concept. Video #2 is the “Transformational Education” piece, where you will actually let people look over your shoulder as you walk through the process with them. Video #3 is the “Ownership Experience” piece, where you show viewers what it’s like to live when they have this in their lives.

Video #4 is “The Offer,” where you will reveal what you’re selling, the price, and how

they can get it.

VIDEO #1: “WOW AND HOW” Big Promise: This is your One Thing, the valuable principle you have promised to teach during these training videos.

Kill Myths: Dispel any common objections or reasons the potential participant might not believe you.

Let’s Look at Others (Content #1): Show

how others achieve these results all the time. Tell stories and case studies.

Hook to Video #2: Get them excited about the next video.

VIDEO #2: “TRANSFORMATIONAL EDUCATION” Let’s Do It Together: It’s okay if you don’t think you can do it on your own. Let’s go over it together now.

How “I” Do It (Content #2): Here’s how I do it, step by step (just give a brief overview of the

steps).

Proof That It Works: Show your successful results, case studies, or other proof.

Hook to Video #3: Get them excited for the next video.

VIDEO #3: OWNERSHIP EXPERIENCE Future Pace Experience: Imagine what your life could be like if you commit to this program.

How “YOU” Do It (Content #3): Imagine

yourself doing this exact process. Here’s what it would look like.

Hinting to the Offer: Would you like the chance to learn in the fastest, easiest way possible?

Hook to Offer Video: In the next video, I’ll show you how you can get results just like these.

VIDEO #4: THE OFFER

Here’s What I’ve Got: Explain the offer.

Here’s What You’ll Do with It: Explain how it works.

Here’s What It’ll Do for You: Explain the results.

Here’s What You Need to Do Right Now: Explain how to order and what to expect next.

Step #1: You need to create a simple page that shares a case study video explaining the results your clients can get when they receive coaching from you. After watching the free case study video, potential clients click on the “apply now” button and are taken to an application designed to pre-qualify them as good prospects.

Step #2: The prospects fill out a full application, which serves two purposes. It helps your sales people learn about an applicant’s business—where they are now and what their business goals are for the future. More importantly, though, it pre-frames the prospect by getting them to sell you on why you should take them on as a coaching client.

Step #3: The applicants follow the instructions on the homework page, all the while building an even stronger bond with the Attractive Character.

Another important function of the homework page is explaining what’s going to happen next (the applicants will be contacted by one of our sales people) and offering a way to contact US by phone—if they just can’t wait.

Closing a high-end client takes more time and finesse than selling a simpler product. It’s important to change the selling environment to a phone conversation; a live event or seminar environment could also work.

My team uses a two-step script because it’s really the most effective way to close a high-end ticket sale over the phone. You will need two different people to make a sale using this process: the setter and the closer.

You should not be the one selling directly on the phone; you’re too close to the outcome emotionally, and it’s just bad positioning.

THE SET SCRIPT Introduction:

Questions:

You’ve probably heard sales advice saying you need to get to a buyer’s emotions, but I find many people just don’t know how to do that. You hook the emotions by asking questions.

Blast: Give Him a Taste of What You Offer:

Posture:

Probe: Collect Financial Information:

Finding Credit:

Goals: Talking About a Prospect’s Short-Term Goals:

Commitments: Get Four Commitments:

1. You must have a minimum time commitment of ___________ per week. Can you do that?

2. We need people who are coachable and willing to learn and follow the advice of our experts. Can you do that? Why are you coachable? 3. We’re looking for people who can start today. We want quick decision makers. When do you think is the best time to start working on ___________ (his goals)?

4. We want to teach you the concept of using OPM (other people’s money) to invest in ___________. Are you familiar with this idea? Would you like to learn more about it?