Bedros Keuilian Podcast Show - How to Sell High-End Coaching Programs Through Social Media Connection - 024

Episode Date: December 6, 2017

Wouldn’t you like to know how to sell your high performance coaching programs or masterminds faster and more efficiently than ever before? In this podcast, Craig and Bedros share how you can skip the old school, low barrier info product method and go straight to selling your high-end programs through social media connection building. With platforms like Instagram, Facebook, and YouTube, you can now create a relationship with your audience where they know, like, and trust you. That way, you get them on board right away without having to work them up to your top tier coaching! Here’s what you’ll discover: 1:20 - Why the info product method is a longer, less efficient way of selling your coaching or mastermind programs. 2:15 - How social media allows you to position yourself as the best coach, and move people directly to your programs. 5:33 - How Craig uses his “honey trap” method on social media to connect with his audience and get them in his Perfect Life Workshop. 8:20 - Why starting the conversation through direct messaging is revolutionizing marketing. 10:25 - Why you should ask your audience for private messages to keep the dialogue going and move to the application process faster.

I've sold $5,000, $9,000 mentoring programs in the back of an Uber just with direct messaging. We're no longer marketing on social media. The new way of marketing is to start the conversation. How would you like to learn a faster and more efficient way of selling high-end coaching services and mastermind programs without old-school marketing strategies and without wasting time, money and energy? Hey friends, I'm Bedros Kulian, and this is the handsome Craig Ballanty. Welcome to another episode of the Empire Podcast Show. Craigie, what's up?

I would like to know the answer to this question. So let's talk about how to close clients into high-end coaching programs, which are really super profitable and also the best way to help people. And talk about how to do that in this new economy or new distraction world that we're in. Well, first, I suppose it's worth talking about what the old way of doing it was, which is we create an info product or some kind of a course, and we sell the course, and then we ascend people up into our high-end coaching service, whether it's a one-on-one-one, coaching service or a mastermind style coaching service. But we all know that most people get the

best results when they're coaching because there's a higher level of accountability and action taking. And I believe that the more people pay, the more they pay attention. Yeah, absolutely. Plus you get that customized approach. And hey, listen, I'm talking to a guy that I've hired and spent $30,000 within the last 12 months to get the results that I wanted to get. Customized program, no holds barred accountability, which is a secret sauce. And I was willing to do that, but I don't think I've ever bought one of your info product. So let's talk about how that doesn't work. You know, the info product method doesn't work.

Why not? Well, it does work, but it really is like taking the long road to Grandmama's house, when you can just take the quick road house to her house. And the reason for that is we now have social media marketing. And social media allows us to share emotions. Remember, the only reason we used to sell info products was because it's a lower cost, low barrier product. So if someone doesn't know me, like me, love me, or trust me, it's easy to you. it's easier for them to buy a $99 or $1,000 course that they can use, get value from,

and through a series of emails and autoresponders and contacts and webinars, I could ascend them up into maybe a live event or a coaching program. Right. So instead, we figured out that with social media, with Instagram, with YouTube, and with Facebook, you can create such a deep, meaningful relationship with your audience that you've created that bond and there's no need to sell them to low barrier offer because you can position yourself as the best coach.

You can share your philosophies, thoughts, case studies, testimonials and move people directly from social media into a strategy call with you where you can convert them into high-end coaching clients. And I'll give an example of one way I do this, and I'd love for you to share your honeytrap method as well. One way I do this is, you know, you and I have a website called bedros and craiglive.com.

And that website is a simple video of me talking and inviting people who are watching the video to come to a two-day mastermind with you and me. We've got a date of the mastermind and a timer ticking away and the location where the mastermind will take place. Before ever driving people to that website, though, it's really easy for me to start the dialogue on a, for example, Instagram stories and talk about the value of creating an info product, the value of creating an online business, to be able to take your offline business and force multiply the revenue that you get from it by servicing more people worldwide through the Internet. And so I'll create these educational videos in the stories,

and it might be two, three, four, maybe even five educational videos with the last one being a call to action. It says, hey, if you like the information I shared with you here, and if you'd like to maybe get on a call with me to see if working with me and Craig's going to be a good fit, just swipe up. And it blows me away by giving people some results or aha moments in advance through video. And the source of video can be, by the one-minute video on Instagram, the 15-second videos and the stories, the 5-10, 20-minute videos on YouTube and Facebook.

But it's time under tension. The more videos and content on the same topic that you can deliver over and over again, I found, then you can ultimately give a call to action, whether it's click the link in the description box or swipe up. if they're on Instagram and move them to that page. On that page, we never sell the actual thing. We don't extract money. On that page, we just say, listen, fill out the application. We'll get on the phone and we'll see if this upcoming two-day workshop or mastermind is right for you.

And it's so easy to take them from video and a social media platform. Because the way I look at social media is a cocktail party at your house. And you've invited all these guests who don't know me. But by the end of the night, they know who I am, what my superpower is. is, what my gift is, how my gift can help them. And now they're asking me, hey dude, it was really nice meeting you. I'm curious, can you maybe help me out with my issues? And that's what social media marketing is.

So we no longer have to send them up through info products. And so once we get on the phone, of course, we bridge the gap between where they are in life or their business and where they want to be and then invite them to sit in on that mastermind and to make payment at that point. And it's worked out well for us, obviously, building not only the Empire Mastermind, but the seven-figure formula mastermind, the 100K info group, and our Fit Body Boot Camp Mastermind. All of those high-end coaching programs and my private high-end coaching program works the same way. What do you use when you get people into your $9,000 perfect-day workshops?

Yeah, it's very similar to you because I think there's an element of social proof in what you just described. You're talking about case studies. You have a very large following on Instagram. You might do a video with somebody in it or you in front of your mastermind group like you did last week. Oh, he's got this mastermind group. All these people are in it. I want to know more, and that's how you get the conversation started. With me, I do the same sort of thing.

So one of my most popular posts for me building my coaching program is when I do a picture of me and the people at my most recent coaching program. So I was actually just having a debate with my team today. We were talking about our Instagram strategy. I have really, really awesome team. Jeff and Lauren, they're in charge of putting up my Instagram pictures. We were talking about the weekly structure and I said, hey, listen, at the end of the day, We have to remember one factor.

Every single Instagram posts, the purpose of it, is to get people know, like, trust, and love, and also to be curious about how I can help them. So I like to have those pictures, again, of me and my happy clients at the end of a workshop day. I make that post, and anybody who likes that or comments on it, to me it says, hey, I want to know more. They're raising their hand, raising their hand, asking for more information. allows me to start a direct message communication with them through Instagram I'll

just send them a picture or I'll send them just a quick note hey when are you going to come to your workshop and it leads to that conversation oh when's your next one what's the dates what are the locations and I can do this in the back of an Uber I've sold 5,000 9,000 mentoring programs in the back of an Uber just with direct messaging answering their questions sending them to a page where they fill in their application form and get on board for for my next perfect life workshop. So it's simply, as you mentioned before,

the word honey trap, I use the word honey trap to describe the post, whether it's a video, sometimes I go through some of the exercises for my workshop in an Instagram story, or whether it is the picture in the Instagram post itself. When people like that, comment on it, give me feedback, then I say, hey, let's have this conversation, let's open it up.

I'll get on the phone with you if you need to, but otherwise you seem pretty interested, you seem pretty sold on the event, you know it's good for you, and we figure out how to help them and get them started. And that is like snap of the fingers compared to a two-year process of buying a $99 product, getting the $400 product, getting to do a $1,000 seminar. That's going to take you a long time.

But with today's celebrity aspect, social media, the proof in the pudding is already there. That social proof is so powerful. And that's how I'm using it. Makes sense? Yeah, well, it makes total sense. And you said something very powerful there that I just want to touch on in case our audience missed this, which was starting the conversation. It's no longer, we're no longer marketing on social media.

The new way of marketing is to start the conversation. The conversation starter for you is a picture at the end of the day with you taking a selfie of you and the clients behind you, the eight to 10 clients behind you who just paid five or $9,000 to be in that workshop. And when you post it and you just leave a motivational topic, you know, a motivational quote, everybody who likes and comments, see, we used to look at that as, Well, gee, I'm getting approval. You can't take approval to the bank, folks.

You can't take likes to the bank. You can't go buy a home, a car, vacation with likes. But what you can do is you can reframe it. And I look at likes as leads now. When someone likes that picture of his, someone leaves a comment, the proper thing to do is, hey, thanks so much, and that's exactly what he does. Through direct message, thanks so much for leaving a comment, dude. I see that you're interested in something like this.

When are you doing your workshop? And the conversation has started. Oh, yeah. It's just like being at that party, as you said before. You know, when somebody says, oh, I like this, you know, it's just like when you're at that party and someone's, you know, sitting there and looking at you and listening to your story and laughing at your story. Like yesterday, when we were out for brunch with Jason Faruja and a whole bunch of people, you were telling that great story about how you choked out that guy on that American Airlines flight

and, you know, defended everybody on the plane. Everybody was just, like, loving it. They were leaning forward. They were laughing. And that, you know, that's analogy on social media. People that are loving and liking everything that you put up. They're the people leaning in at a party saying, tell me more, tell me more. And like you said, it's not marketing.

It is then having the conversation. It's like pulling them aside and say, hey, you don't tell me more about your business? What are the struggles? What are the obstacles? Where you have so much great opportunity, hey, can I tell you how I can help you? And it's just this amazing way of, it's not even selling. It's just, you know, persuading a friend to like, hey, listen, I can do this for you. We got this.

Let's work together. Yeah. You know, I'm so glad you share that too because, again, going back to the direct message or on Facebook, the, what is it called? Private message on Facebook. It's so neat. So I'll give some, everybody here in the actionable step that you can do. If you have any kind of high-end business coaching, lifestyle coaching, fitness coaching, financial coaching, mastermind, man, it is so simple. So I made a seven-minute video and it doesn't have, yours doesn't have to be seven-minute. Mine ended up being seven minutes of content, right? It ended up being a seven-minute. minute video where I'm just teaching on one specific topic of my zone of genius. And at the end, I said, hey, so I hope this gives you a better idea of how a course would look, if you're going to make a course, and how it would look and what your upsells should do, and if you're going to make a flagship product, what your front-end product might also look like, et cetera. And at the end, I said, you know, if you have any questions about making this course or you really want some handholding or maybe some specific directions from me, just send me a private

message. And we ended up getting a private message. In fact, we ended up getting 17 private messages from that particular one, which we funneled into other products or high-end coaching. Three of those people, by the way, were the ones that ended up at our $2,400 workshop. Oh, great. Right? And so you can put out a content video. So just put out a content video on Facebook, make it as long as it has to be, where it's really high value, solves one very specific problem. And at the end, say, now if you have questions about creating your course or maybe going deeper into this and or maybe I just said stuff that might elicit some questions, why don't you shoot me a private message?

And by asking them for a private message, you're making the conversation more intimate. And going back to the house party analogy, it's taking someone from, let's say we're all hanging out in the kitchen saying, hey man, I noticed that you kind of lit up when I talked about X. Why don't we do a little sidebar here and talk deeper further about it, right? And I've done that at parties where people go, you know, hey, when you started talking about your anxiety attacks, I'd like to learn more. I go, great, let's do a little sidebar. We walk into the person's backyard or whatever and do a little sidebar. This is the same thing.

You're taking them from the main news feed on Facebook and taking them to a private message by asking them to private message you where you can start that dialogue, sidebar conversation and then move them into the application process to either get on the phone with you or in our case with our phone closers who can then qualify them and move them into our workshop or mastermind or higher level program. But make no mistake about it, there's. There's really no need these days to sell an info product. And like Craig said, go from the 400 to the $800 to the $1,000 thing to the $2,000 seminar just to close them on a $25,000 mastermind.

You can go right to the top very quickly following this Craig Ballantyne Honey Pot. Honey Trap, honey trap, yes. Honey Trap, Matt. Yeah, and the great thing is the honey trap system is better, not only for the business owner, but it really is a great experience for the end user. You're like, first of all, they get to like and interact with you immediately. I mean, that was not possible even five years ago for us to have such interaction with the people that we look up to as mentors and coaches.

And now it allows them to have value immediately when you send them a private message or a direct message. I mean, even if you just have personal training clients or you have readers on your blog, you just know how excited they get when they get a little bit of personal attention from you. Now, magnify that a whole lot more with a direct message, show them there's valid. value there, get them talking, help them out. And the next thing you know, you're going to be doing private coaching with them, helping them out a whole lot faster and making a whole lot money for yourself, having a more profitable

business and everything that you described before. Easy enough. So if you've got a high-end coaching program, a mastermind program of some sort, and in fact, you might need our help growing it. You can go to Betroskoulin.com forward slash empire. Right. To learn more about our empire mastermind. And of course, use the strategies that we shared with you right here in this video.

this audio podcast. And you can also find us on Instagram and start a direct message with us too. Right, right. Start a direct message and let's see where that conversation goes. Thanks for watching and listening, friends. Yeah, and make sure that you go to iTunes, rate the show, love it, share it, and give us a hundred thumbs up all at once for the Empire Podcast Show. Talk to you soon. Thanks for listening to the Empire Podcast Show. Remember to subscribe on iTunes, share it with your friends, and give us a rating. We'd really appreciate that. And make sure to go to Empire Podcasts show.com to watch the videos as they come out.