How To Know That A Product Will Sell! Find A Need And Fill It Kevin Trudeau Disc 18

How To Know That A Product Will Sell! Find A Need And Fill It Kevin Trudeau Disc 18

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[Music] there are two other ways to sell products remember the idea is I'm going to teach you how to sell a product via the various forms of direct response marketing in addition to two other methods which is a live presentation and live radio shows so you come up with a product whatever product that is the first idea is will the product sell 90 percent of the people who come up to me
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with products I look and I go it won't sell and they are sold on that product they love that product it's their product it's their idea they've been working on it for 10 years well I don't know why you were working on for 10 years but because when you came up with the idea of this product did you ask will people buy it you you're convinced they'll buy it no one's gonna buy it no one's interested no
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one's gonna buy the product it's not gonna sell it may be a good product but it's a part that nobody wants or maybe a product that would just take too much time and effort you know building a brand and so forth it's too hard remember products are basically this will a product sell there is an axiom it's an axiom that goes back forever and people forget it have you heard the
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phrase build a better mousetrap there's basically an axiom and here's really how simple it is find a need and fill it or build a better mousetrap so let me define those because this is very important this seminar what you paid for this seminar or these DVDs and the time it
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took to go through this this is worth it all being able to pick a product it's worth it all because you will lose your fortune you will lose all your time you'll go through life unsuccessful when you're picking a bad product you have to find a need and fill it or build a better mousetrap and you have to find needs that people really get excited
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about think about short form commercials they point out a problem first find a need and fill it now a lot of people don't know that they have a need so sometimes you have to point out the need you have to find a need and fill it think of things that have sold successfully on television a ShamWow who
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would who thinks you know I need a chamois I need a towel that absorbs loss of water that's reusable and that is washable no one's thinking that that's the need they have you with me but he found a need and filled it but really what he did was he built a better mousetrap paper towels is the mousetrap what's wrong with the paper towels they cost money and they don't absorb a lot
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of water so he built a better mousetrap the ShamWow the chamois absorbs a lot more water and it saves you money because the towels cost a lot of money so find a need and fill it or simply build a better mousetrap that's basic on finding a product and when you have your product you can sell it through a long form television infomercial through a short form TV commercial through a long
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form radio commercial a short form radio commercial a direct mail piece an email priest a print space at or classified ad or on the Internet by building a website and/or a landing page and having banner ads search engine optimization Google AdWords driving people to your website which by the use of words and video and testimonials and a good call to action sells the product how do you put together these ads you basically use the
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benefits all ads must focus on the benefits of the product every ad whether it's a direct mail piece a short form radio you must focus on the benefits how does it benefit them what's in it for them what's the benefit they're gonna get people start telling me about the product and I go stop what does it do well why would I want it these are
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simple questions what does it do why would I want it what is the ad why would I want it just tell me why would I want it I read a direct mail piece it's not telling me why I should buy it what is it gonna do for me what are the benefits I'm gonna receive tell me also tell me
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what makes it unique compared to other similar products how does it compare what makes it special what makes it stand out it has to be unique different special but why is that better I bought a lead head for my fishing trip I had dr. mortar over at the house and we were showing off fishing gear and
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stuff and I bought this led head and this new lead head I bought one of the features is the little hole that you put the line in most lead heads are full of paint so they actually sell a little device that you squeeze and knocks the pain out the problem is maybe it doesn't knock it out 100% and when you put that line in there maybe it's a little rough and then you catch a fish and maybe that roughness
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frayed the line a little bit and then it breaks the line and you lose your lead head and the fish so this particular jig head was made with such high quality that there's no paint in the eyelet for the line it's perfectly smooth so you'd catch more fish do you understand what makes it different
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this doesn't have paint in the eyelet that's what makes it different big deal why is that to my advantage why does that different help me because you'll catch more fish I want to catch more fish you got somebody in that let head you with me so how does it compare other people that have used it what were they like before versus after how has it
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benefited them what objections does a person have about that product and is it answered in your ad at the beginning of your ad did you have an intro summary talking about the benefits right up at the beginning did you have a call to action with a sense of urgency why must they do it now was that call to action a soft offer or a hard offer did you have
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testimonials if it work for them it'll work for me did you have credibility in your ad someplace if it's good enough for them it's good enough for me that's credibility if you have these elements in your ad you're gonna have a successful ad if a person is in the ad like a long-form TV or a short form television is that
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person selling themself remember sales 101 sell yourself first you have to be likeable do they smile do they have a pleasing personality did they have a pleasing demeanor do they look scary and mean I had a guy that used to work with me he wanted to be a speaker he wanted to be on TV doing infomercials he wanted to be a star and he wanted to get rich and every time I
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look at him he had this scowl on his face when I said man you can't be a speaker and you can't be on television excuse me I said you have to smile you have to be likable you're scary you know maybe I'm not winning friends and influencing people when I say that but I
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have to be honest I go you're scary just look at yourself in the mirror you're not a likable pleasing personality you look really mean and nasty and I know you're not I said but you look that way like though you have to smile well I'm just intense I go look don't try to justify it I go if you want to be successful in a certain area you have to do certain things and in that area whether if you want to be on television I just want to be successful selling it on in front of people you can't be scary
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looking it can't be mean you have to have at least some likability from time to time now you can be likable and then slap somebody around again like a drill sergeant but that's okay because you also have the ability to be likable and charming and lovable you have to have that if you're going to be on television you have to sell yourself first you have to have your energy we talked about the energy which is the most important part so you can take any product and plug it into this if you figure out how the
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order is going to be taken is it eight hundred-number is it male in the order is it facts in the order or go to a website there's only four ways you have to buy media you could use a media buying agency or buy it yourself if you buy it yourself you save 15% when you take the order you're gonna upsell something you do one two three things you're gonna try to have some continuity upsell you're gonna make sure you always have your stats everything you have to track fanatically you're gonna have lit requests if you
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have a soft offer and only if you have a soft offer the soft offer is way over there if they call in and then I'll buy ask for their contact details so you can send them either free literature either through through the mail or through email you're gonna process credit cards obviously collect checks and you're gonna handle in ballads and declines you're going to ship the product you're gonna say what is the shipping box look like if you're shipping mega memory are you gonna put it in an envelope maybe to start you're just getting started thrown
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in an envelope that's fine or you're gonna go to a company that's gonna handle your shipping whether it's the post office UPS or whatever negotiate shipping rates what box can they design for you what box is standard what's the cheapest box you can get it's all cost comes out of your pocket on the outside of that box so you're gonna have your website for your company are you gonna have a return address you're gonna put mega memory you can use one box for a lot of different products you don't want mega memory on there you decide in that box so you're gonna put
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some balance packs something selling something else and make sure that whatever you put in there if you're selling something are you tracking it if an order comes in from that flier how do you know I had a guy with me and I said I went through this so I said put together four bounce-back Flyers eighty half by eleven fine I look at them they're good fine put this one in for three weeks then use that one then that one then that one will test the results
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perfect Greg no problem good throws him in I wait about another month you know maybe six weeks I go so high the results on the first fire well it's hard to tell oh I go what do you mean it's hard to tell well I'm trying to figure out the you know where the sales came from I go what are you talking about I saw the flyer there was an 800 number that was it so all you have to do is
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find out how many people ordered on that 800 number what's the problem well we use that 800 number in a lot of places why would you do that well we don't want to spend extra money on an 800 number because there's no extra money to get an 800 extra 800 number so how are you how are you finding the numbers well we're looking at all the orders and I have to talk to the IT guys about looking at the database of the who we shipped it to and see if any of them in there and it's
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taking a lot of time okay let's see how long you'll have a job here you understand you have to know the numbers today not tomorrow you can't be trying to figure this out down the road you have to say how am I going to get the stats yes I'm in the old days we'd say call this 800 number and ask for
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extension 555 so in a person called you'd say thanks for calling and what extension number 555 and that would track it so you can use that as well however it's just as easy to get a separate 800 number pretty much I mean with exception but yeah you can use a an operator code or ask for operator five five five or extension ask for extension five five five yeah yeah that's when you're doing direct mail you always drop you directly on
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Saturday no no when you're shipping product yeah there's really there's really no secrets here it's just a mechanical part of the business you're just negotiating best pricing talking to various people there's really no magic yeah basically if I'm if I set up my media buying company ABC media and I call you at WABC and I say I want to buy some TV infomercial time what's the rates a thousand bucks okay fine I'll send you a check when I send you
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the check I say you check for $850 because I just take my 15% agency discount right off then the guy cause it was a thousand I go I'm terribly sorry but I'm an advertising agency so I get a 15% agency discount Oh only the big guys get that okay well big guys in here so I'll take their 15% agency discount it's like you want my you want mine you know me negotiation good question the question is if I'm
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calling a TV station do I ask for a remnant right off the giddyup generally I do a test first because I buy something from you so I know what I need to make it work I want to be fair so if I buy let's say one by four thousand dollars it's saying you check for 850 you run the ad I get 20 calls per thousand well I need 40 calls per thousand so then they call back and go listen I bought the time for a thousand bucks it won't work for me but if I paid 500 it'll work so I'm gonna send you a check for 500 and if you want to run it fine if you
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don't that's okay don't bother sending me a check I'm not gonna run it okay fine send the check anyway he might run it he may not because maybe he's got so many customers that he doesn't care and so he may not but you can say listen just keep it if you ever have some free time you know give me a 50% discount off the rate of the rate and then you can run it so the point is this is this is the whole method you ship your product now you
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have your customer that customer Joe Smith you can rent his name but only if you have enough of them if you have 50 or 100 you're not renting names you could send Joe Smith a direct mail piece for another product that you like and enjoy or that you're marketing you can send them a direct mail piece you can email Joe Smith an email solicitation for another product and when you send that email out it could have a hyperlink to a website it could be a link to a video or could be just a letter
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you can call by outbound telemarketing to sell that person something you can call yourself you can hire a firm or you can have your own little crew make an outbound phone call and you can sell that person Katie Daly Hey I'm calling to see if you have any interest in getting some information about a new nutritional discovery the Kevin Trudeau made did you like the mega memory course yeah well he also has a vitamin supplement line if you have a few minutes I can talk to you about that
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why would you do that because if the person says yes and you're a distributor you're shipping it to him every month continuity big margins big markup very effective good good way of building your profit good question very good question the question was if your direct mailing your customer could it be the same
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product that's your upsell and could the upsell product be the same product that's in the bounce-back the answer is it can be the same product so if I'm upselling your wishes your command and only 20% say yes I can put a flier in there for your wishes your command you could also direct mail them for your wishes your command generally I would be careful about that because if they're interested they're buying it here those who weren't but everyone's getting it again even those who are interested
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but now they're getting the direct mail piece and they may buy it so if I'm direct mailing of at this point it's like I'm mailing them the third time you with me so it can still be very effective because two months later this person may buy where he didn't buy here and he didn't buy here but you have to look at it is it's like mailing it the third time but test you could give good results okay so the whole procedures right there now there's two other ways
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to market a product let's say you have a product that you're developing on how to save money on taxes or you have a product a skin cream anti-aging product or mega memory or mega speed reading or adult McCreery straight-shooting golf or a relationship product or again any product that you have for those of you watching you developed your own product that you want to sell through direct response there's two other methods of marketing a product and two other methods of marketing mega memory or any product in that is live radio shows
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and live presentations now let me tell you how this goes live radio shows I told you the story about how I started doing live radio shows I did the speech at the Chamber of Commerce in New York on memory improvement a guy on the radio station a host saw me invited me to speak on his radio show the key is he said you can't sell anything no problem I went down there physically in the
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studio and he asked me questions about memory I answered the questions that's all I did I had fun it was entertaining we had a good time I was not trying to sell mega memory I was trying to have an engaging fun interesting compelling conversation that people would be interested in listening to callers called in I answered their questions and at the end he asked me for a phone number if people wanted more information
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about mega memory which I gave up and it worked very effectively then later I said this made me a lot of money so wanna I call every radio station in New York and ask him if they want me to come on the air as a guest and I did that some whom has had know a few of them said yes some of them said maybe later which was no and then I went and physically did the radio shows some of the radio shows were five minutes and a
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waste of time and some of them were 30 minutes or 45 minutes and 50 minutes and all three people that were listening for that radio show called in they were also a waste of time but I didn't know this but it was fun and I was learning and I was I was engaging I was becoming a better speaker and a presenter so it was very good and effective well I did them all in the New York area and I said I'm that's it done it's almost sudden I'm right driving down the road one day and
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I'm listening to a radio station talk show and he's interviewing a guy I had a guest on the guest was on the telephone in Seattle Washington and I'm in New York City and I'm thinking I don't have to be there live I can be a guest on the radio on the radio on anybody show on the phone so I said where can I get a list of every radio station in America this is before the Internet you forget there was there was life before the internet
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so I had to figure out how I could buy a book and hopefully the book was up to date so I physically bought a book I think was twelve hundred dollars and it gave me every radio stations in America and I sat down and I just started calling and I said hey we can I figured out who do I talk to what was the pitch what worked what didn't work and I kind of figured it out basically you call a radio station and you ask for the producer of the radio
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show so you have to do a little bit of due diligence ideally you talked to the producer of the radio show you don't want to talk to the host you try to find out that the name of the producer of the show so ideally before I call the station I want to say okay what are the talk shows and who are their producers and sometimes I have to make a few phone call so I'll call a station and say hey the Andy Anderson sure who's the
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producer of that show Joe Smith and sometimes I would say fine can I talk to Joe because Joe doesn't know that you asked that question you follow me so who's the producer of so-and-so show Oh is he in when I write it down so that's really it then I would basically just introduce myself hi Joe this is Kevin Trudeau I'm with the American memory Institute were the largest memory training school in the world and I do a lot of interviews as a guest on radio stations all around the country and I
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was calling to see if you had an interest in having me on as a guest I do a great presentation it's fun and lively it's fascinating is about why it's important to have a good memory in life and in business and and so forth we talk a lot about the mind in memory and it's a great presentation I can do some demonstrations and so forth that's how quick the pitches and then here's what the responses know that's the first response you get most of the
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time the next response you get most of the time is send me something you're busy send me something back then it was send me something in the mail we would ask for a fax number today send me something is what email me something fine so you're gonna get knows but everybody who says no or everybody who says send
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me something you're still gonna send them something and by the way you don't get yes okay you just remember that you don't get yes they don't say yes because they want to they don't know enough yet they're not gonna throw anybody on the air they don't know yet they're really nervous about having some idiot come on okay so they're not gonna say yes send me something what do you send them back then I didn't
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have a book but if you have a book you send them your book in the mail now they know you're real author none of you have a book so you can't send them that but if you're calling about your product that's what you send them you would send them this if you're calling them to give a speech on memory hi I'm Joe Smith I'm calling because I'm with mega memory I'm a memory expert and I do a presentation of the radio about the importance of a good memory I represent the mega memory
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home study course those put out by the American memory Institute now send me something okay send them this with a note let's talk what else could you send them you could also send them a bio on yourself they really don't care but let me tell you what you should send there's
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two things you do want to send in addition to your product the first one is questions that the interviewer may want to ask they love this because you're doing your their work for them the producer of the radio show has a host the host doesn't know anything about what's going on he's just told you're gonna be interviewing
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Kevin Trudeau today about memory oh god what am I gonna ask them here's a list of questions oh thank Jesus okay Lina dude the guy says I mean okay good otherwise she doesn't know what to say so the producer has to write the questions so when you send a list of questions 15 or 20 good questions they're thrilled they also know you're a professional next send them comments
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from other radio stations on radio station letterhead so when you do a radio station you always want to get a testimonial a common comment on the letterhead from that radio station WABC radio Kevin you are a great guest we've got so many callers we'll have you back again fantastic if you throw one or two or three comments from other radio stations for which you were a guest on that's gonna add some credibility this is why
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you send this to the producer whether they say no or yes and if you're if you're maxing out on on funds you can't be sending it to everybody because it costs money then don't send the product you can if you have a website you can send the link to the product but sending the product is infinitely better because they physically tangibly have something then you start calling back hi Mary its Kevin Trudeau I'm calling to see if you
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got the material I sent and that's how you that's how the call is hi Mary its Kevin Trudeau I'm calling to see if you got the material you sent and you stopped talking yes they'll say something and if not your response is what do you think it'd sound familiar right people think selling is talking
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talking talking talking talking talking talking it isn't it is not it's slow short a few words a couple key questions you're just guiding a person it's all your doing what do you think well I don't know well it'd be a great guest not I'd love to
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come on your show see the difference I'd love to come on your show what's in it for them I'd be a great guest that's what they want they want a great guest well I'd really like to come on the show I'd really appreciate it if you got me on as a guest I'd be a great guest you guys would love me your listeners will love it exactly
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again you're getting it you're getting it what's in it for them so how do you book yourself on radio years ago there was a guy who sold the course and he made a ton of money and his course was how to book yourself on radio and make a ton of money I'm not making it up I happen to think it's a product that if somebody would have jumped all over
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somebody would probably do really well because it's it's in the category of how to make money there's no competition right now so he'd go around on radio shows talking about his course how to get on radio shows and make money and you'd give out his 800 number he sold for like two hundred ninety-nine bucks guy was making a fortune because the radio shows liked it there's also a booklet you can advertise yourself in you could spend money and advertise in
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this booklet I don't necessarily encourage you to do that but I encourage you at least look at the booklet because all these people there's like 100 of them who want to be a guest on radio advertise themselves in this book and it sent the producers but producers really don't pay that much attention to it so it does give you an idea of how to promote yourself or how to present yourself so you can look at the ads that are in there and you can also produce your own ad but you don't have to buy an
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ad for the book you can then just use that when you call the producer and send it to them directly you're with me so you're not to put it in the book imagine the producer has got this book and they get something sent separate what's gonna stick stuck out like a sore thumb what'd you send them not what's in the book so if you're spending that money to advertise in the book versus spending that money calling every producer and sending them something I think the call and sending them something is they maybe a bigger bang for the buck yes you know it's one of these things
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that's missing in action back in the day this is back in the 80s he came he actually had it in a big thick three-ring binder and it was not audio or video was all written material and it was just a big thick binder and basically it's telling you exactly what I'm telling you I mean this this is what the course was make a phone call send out a letter with some you know questions a little you know it's really there's no magic here it's just you know doing it he's gonna go and talk about supplements because you can certainly go
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on and talk about nutrition or whatever you want you can talk about anything if they'll have you on you just know that you're gonna be challenged a little bit when it comes to memory so then you book yourself on these radio shows as a guest you have to have an 800 number now this is a good place where you may want to consider procuring a vanity number if it's memory there's nothing out there because we tried to get them all in whatever we have we have but you could get any vanity number or any number
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that's kind of easy to you know remember the problem is there very few out there because everyone's already gotten them all you know they have their companies that went through and said okay you know one 800 one one one one one one one well it's owned by somebody and you know one 800 ABCD efg I don't know who owns that probably somebody in phonics so it's hard to find a good vein in them but if you can they do pop up from time to time getting something that's easily
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recognizable is good when you do your live radio show you're giving to the person the questions that you suggest that they asked you so you already know the answers because you're giving them the question they may not use the questions but it doesn't matter when you're doing a radio interview and being interviewed you're simply going over question you're going over around you're telling your stories that's all you're doing you're just telling your stories you are gonna give out your number so
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usually when I sit down with the if I have a chance to talk to the interviewer beforehand I'll say by the way if you can ask me for my 800 number at some point that would be terrific and that's all I say if you can ask me for my 800 number at some point that would be terrific because a lot of times I'll say is there a website or an 800 number you want me to promote yeah make a decision is it going to be an 800 number or a
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website don't give out both it's confusing to people so you're either gonna give out an 800 number or a website I suggest an 800 number and there's gonna be a reason to call now you're giving a call to action if a person's calling the 800 number they have to call now for a reason a 50 percent discount a call today when I do a radio show I'll say and if a person calls and mentions your show and mentions that they heard me on your show
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I'll give them a 50 percent discount because I'm I'm kind of rewarding this person's listeners now if they don't mention a show I'm still gonna give them a 50% discount but the point is I'll say and by the way if if people call today and the mention Michelle I'll give them a 50% discount off the regular price of the program so you can do the interviews on the phone you can do the interviews
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live it in person yeah they don't get that much you'd be surprised yeah and I really don't get that much but when I send something to somebody you know I send it in a package I send it you know maybe in a FedEx envelope I won't send FedEx overnight express most expensive method but I'll send it maybe FedEx or you know UPS so it looks different than somebody else's piece and it looks very important you know and will be opened but you know
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again you're gonna be calling the person back anyways hey did you get this stuff no I don't remember or alright you have to make a few phone calls you know sometimes to get them to review it keep on most of the people are not gonna have you on as a guest you have to be a little persistent but it can be very lucrative this is very there's no cost here there's no media cost it's just your time what I used to do after I did this in the beginning I said let me hire somebody and say let me tell you
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what your job is your job is to call every freaking radio station in America your job is to call him call him back call him back again send them the material send in the literature the column back again follow-up resend their literature because they lost it call them up and book it and how am I gonna pay you ain't gonna pay you they're gonna get paid a commission they're gonna get paid a percentage of what I sell so when I go on that radio show I'll give you 20% of whatever I get which means if you book me on a radio show and there's no listeners it's like
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Joe Smith's internet radio blog talk show that nobody's listening to and I waste an hour you've wasted that an hour - okay you could you book me on on a show that people are listening to where there's listeners cuz you're gonna get paid a commission and I had a guy do this and and he made a couple hundred grand because I brought in over a million dollars in sales I mean that's a good business and it's exactly it's like an agent he's doing the work I'm doing my part but that way I don't to sit there all day but it can be an all-day
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job of calling and calling and recalling and you know schlepping stuff out and sending sending emails and calling and calling and calling and now there are over 1800 radio stations in America but it can be very lucrative him you can do this anywhere in the world from imaginet from anywhere in the world I remember sitting in Florida on Gault Ocean Drive in my penthouse and and and I thought I'm kind of you know on holiday kind of on on sabbatical and I had a guy back in
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Chicago booking me and it was sunny and gorgeous and I remember sitting out there and my bathing suit on the balcony of my penthouse and and it was like snowing in Chicago and I got my cigar and I got my phone and I had a cool phone back that was a wireless phone didn't even have a cord you know had an antenna that came out here man and I'm on the deck and I'm doing live radio shows talking about mega memory and yeah I just give up give up my 800 number hang up the phone and call the 800
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number company how do we do for sales 40,000 bitching man this is a great business you know how cool is this you know and then I have a bummer one you know I'd do a thing over the sales 1500 1500 dollars how can I live on that you know 1500 bucks in 40 minutes I don't understand this you know you start like losing reality a little bit to what money is all about but the point
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is it is a great great way to earn money and it's a great thing it's not for everybody because you've got to be a good salesman you've got to really be articulate you have to little tell stories funny but you all can learn you may be talking about a product that nobody has an interest in but you could be talking about a product that everybody has an interest in and Bumble through it and get yuge amounts of phone calls so it can be really really lucrative next the next one is just as simple and it's
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doing a live presentation so I'm going to give you the secrets of doing a live presentation the live presentation you can sell mega memory you can sell anything basically here are who you potentially can call number one Chambers of Commerce Rotary Clubs Kiwanis Lions optimist club
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or any club or association that has meetings yes yeah when we blitz the city this is exactly what we did so that was our first group it's called the club's then the second group is any organization that has a sales meeting a regularly scheduled sales meeting and the and the big the big ones are real simple real estate companies insurance companies and
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car dealerships those are the big three insurance companies real estate companies and car dealerships but I spoke at a funeral home one time I'm like I'm booked in a funeral parlor and go yeah this is a huge funeral parlor and they have like nine salespeople there and they're dealing with clients and an important aspect of their business is to remember names and
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faces because people are grieving and if all the staff can remember names and faces then it's going to give them an advantage so one of our Booker's we call them a Booker came up with the idea and said I'm gonna call a funeral home and see if they'll have a memory guy come in so they called the funeral parlor and and said you know you like to have a speaker come in to talk to you and your staff about the benefits of having a good memory and in your particular business I'm sure you could see the
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advantage of that yeah you know names we all have hard time remembering names so I went in and spoke to this funeral parlor staff not only the salespeople but all the people there and I had to think okay I'm talking to these people about the benefits of having a good memory but guess what they'll have families health children so I still talked about education in school everybody bought the course it was a phenomenal profitable thing so these are the big three like real estate insurance
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car dealerships but it could be any group of people any group of people depending on what product you're selling it could be a PTA parent-teacher Association meeting anything to do with education right just think of where groups meet where groups already meet and you don't need a lot of people five people six people seven people you don't
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need a lot of people it can be five or six people I've gone into spoke to three people yeah yeah yeah I'll tell you how I do it exactly because I'm gonna remember everybody's name if you're talking about memory but the technique I'm describing is you have a product and this is another method of potentially selling and marketing that product so you have a product in addition to direct response in addition to live radio another method that potentially could be used for your
46:11
product now there's two elements here number one is your product conducive for this form of marketing and secondly are you conducive to selling in this form of marketing dang this is quite frank and that everyone's gonna be a good speaker not everyone's gonna be a good salesman from the front of the room and not every product is conducive to be sold in a group situation or meeting mega memory is I mean it's how we did it
46:40
so it's an automatic straight-shooting golf well I don't know I don't think so you know you're not gonna go to a real estate company and call them up saying hey we have a golf expert who's gonna come in and talk about the benefits of golfing they're gonna say you have to have the wrong number for a real estate company here you would think so you have to have a product that makes sense that the group wants to hear about memory improvement everybody wants to hear about it because there's really applicable to anybody if you have
47:12
another product that you're selling is it applicable to that group okay that's really what it comes down to good question question is could you go into a meeting and put the infomercial on if you're not a good speaker no because they're not going to allow you to come in and show a video yeah they wouldn't do that they want a speaker yeah if it's a live sales meeting or a Kiwanis Club they don't want you to give a commercial they want a speaker because the key is it's about them it's about
47:53
the person so the technique is first you get your list of potential prospects to call and we'll use mega memory as the example but not every product this is going to work for it first you get your list and again in the old days I called brain called we used to call and book ourselves and then we've got a little tired of that and then we hired Booker's and we said your job is to call and book
48:24
us where the speakers so we had Booker's and then we had speakers and the Booker's got tired of doing all the pre-qualifying so they hired some people called qualifiers so they had qualifiers who were calling qualifying all the leads and then the Booker's were booking the leads and then the speakers we got there and do the speech and then somebody actually taught the live workshop and he was the instructor so we
48:55
had qualifiers Booker's speakers and instructors in the beginning I was the qualifier the Booker the speaker and the instructor so I knew you know how to do the whole gig so the first thing you do is you get your list and then you just call them so if you're calling a real estate company or an insurance company or a car dealership you want to talk to
49:24
the sales manager or general manager now again let me give you the little secrets here the reason we had qualifiers is when the Booker called he didn't want to ask who's the sales manager who's the general manager so the qualifier would call and saying hello who's the general manager there who's the sales manager and they go who wants to know I'm calling with market research and that was it then hang up
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the phone you know how and how many salespeople are there so the qualifier would ask for who's the general manager who's the sales manager and how many salespeople and then sometimes they would say do you have regularly scheduled sales meetings yeah when every Wednesday night and the
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reason we did this is if we knew how many salesmen were there the more salesmen the better the lead right so we needed this so we could divvy amuck divvy them up equally amongst the Booker's so that one poor Booker because they were getting paid a percentage of what we sold so that's why we had the qualifiers go through and do all the qualifying first and we could divvied them up it also allowed the Booker to when they were calling to say hi is Joe
51:02
Smith him but he knew who that GM was and the call to a real estate company or a car dealership or an insurance company or to a funeral home or anybody else was basically this here's what the call would sound like and you can just listen because it is being recorded but here's what the basic call was hi Joe this is Harry Smith with the American memory Institute the reason I'm calling is we're currently in the area sending our memory experts our memory speakers out
51:39
to various sales organizations like yours to give presentations at your regularly scheduled sales meetings and the benefits of having a powerful memory so what we do is we send a speaker out absolutely free there's no charge at all at one of your regularly scheduled meetings and he doesn't run a 30-minute presentation on the benefits of having a powerful memory in real estate or insurance or in the automobile business and how having a powerful memory of names and faces facts and information product details can give them a big
52:10
advantage in business and make them make more sales and make more money the speaker will do some demonstrations that are fun lively exciting something I could see on the Jay Leno Show or David Letterman Show and then at the end he'll pass out a schedule of our workshops because we are doing some workshops in the area and if anybody's interested in going they can go at their own time and at their own expense there's no pressure on anyone to enroll we've already done a lot of presentations in the area and the reason I'm calling is to seeing what your availability is and what are available it is and booked a speaker if
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you're so inclined do you have any interest that was the presentation and then guess what the guy said no or send me something they never said yes it was no or send me something and the nose got him to turn into you we just know this this is how it works the guy says now send me something sure no problem what would you like me to send you
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then I called back the guy the next day hey how's it going you know I didn't get a chance to say anything cuz I really have nothing to send you but let me just tell you a little bit about this again okay do you understand it's free there's no charge yeah I mean so we'd go through this and the guy would laugh because he likes a good salesman he likes somebody who has confidence he likes somebody who doesn't take no for an answer
53:46
because he's the sales manager and he and the third time says you know I'm gonna have this guy come in because you guys know how to sell and he would say that I walk in one time to get my introduction ago look I was I told these guys no nine times they just were relentless this is like with the best sales organization I ever had so I had to bring this guy yet I have no idea what he's gonna do here's Kevin well thanks very much you know I mean sometimes I get that introduction so the point is what you do is you call now if you're calling a Rotary Club or a
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Kiwanis Club or a Lions Club or an optimist club hi the reason I'm calling is we're currently in the area sending memory experts out to give presentations to clubs on the benefits of a powerful memory now powerful memory gives helpful in business and social situations and for education reasons if you have a powerful memory it's an art today that's not being used and so the reason who my call is to see what your schedule is and to see if you'd like to have one of our memory experts come out and do a
54:48
presentation now if you're calling on yourself they'd have me come out to do a presentation on the benefits of a powerful memory it's absolutely free of charge and if anybody there is interested in buying our home study course on memory we do offer that but there's no pressure it's not a sales pitch you know it's done very professionally it's a very fun presentation would you like me to come out and do a presentation at your at your Lions come your club will really really enjoy the program and that's it and you booked yourself in so it's just
55:19
a numbers game and we had Booker's who some days would book 5 6 7 8 things the same book of the next day be striking out all day long so yeah correct welcome you ever try an upscale restaurant yeah let me answer that question this way restaurants have
55:57
people that work there on tips having a good memory is gonna be a big advantage banks you deal with customers and clients have a good good memory big advantage think of all of the companies were the staff if they had a good memory they have a big advantage this is why I said the big three our insurance companies real estate and car dealerships why they're commissioned sales people it is the easiest person to get to invest money so when I go and
56:30
speak at a insurance company or a car dealership or a real estate company those people are earning commissions and when I make the presentation if I want to get somebody to spend $150 on this program and I go it's a hundred and fifty dollars today and think about it if you just forget one person's name and it just cost you one sale how much did it cost you in commissions so it's an easier presentation if you forget one
57:00
person's name and you lose one 15% tip how much of the cost see four dollars you follow me so there's a different mentality there so in terms of getting a person to buy I'm giving you the what I call the gravy this is this is the easy one this is the cherries okay but there's a lot of presentations I spoke at a Catholic Charities now I was booked in to speak at its Catholic and the reason I got a book was one of our speakers spoke at a Lions Club and
57:32
somebody there was at Catholic Charities and said hey we'd like you to speak at our group some driving to Catholic Charities going Who am I speaking to it was an old folks home but I spoke to this group and the staff was there and what happened was the management said you know look what we're gonna do is if anybody wants to go we'll pay for half of the training and then and then your portion will payroll deducted over the next you know five or six pay periods and so a lot of people
58:03
signed up who work there certainly not not the folks that were there but it was very profitable presentation anyway so the point is there's a lot of places depending on whether it's mega memory or whatever you're selling there's a lot of places the key here is booking yourself in front of a group three or four five six people and making a presentation so the first thing is booking it now when you've booked it when you get there I'm going to give you a couple key elements number one who's
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gonna introduce you somebody has to introduce you and so it's very important to get a proper introduction anytime you're speaking you always want to get a proper introduction and what's the proper introduction short and sweet the best introduction is short so I would say Cory you're gonna introduce me right so first I asked who's gonna introduce me hey Cory you're the salesman who's gonna introduce me to you yeah good good we'll just tell him my name is Kevin Trudeau and telling
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them what the American memory Institute nothing nothing fine so he gets up okay buddy we'll get a speaker today he's Kevin Trudeau with the American memory Institute thanks Corey that's it so the first thing is I want a very short and sweet introduction when I get there I get there early and I walk around I talk to and I meet all the people there so when I do the presentation I'm going to call everybody by their first and last name that's my first demonstration and my second demonstration is I'm gonna have them
59:49
write down 15 things they're gonna call them out I'm gonna remember them forwards backwards in an out of order so those are the two demonstrations that I have to do otherwise it's simply just a series of stories and it's pretty short and sweet and it starts off like this I'll just do the intro so you see how I do my speech I don't use visuals only because when we started we didn't have visuals if we had powerpoints and different things and I was doing a
01:00:20
speech would I use a PowerPoint maybe but I come from a world where we didn't have that back capability so if you're building and designing a presentation from the stage should you use a PowerPoint you may want to consider that but I think Joe Bauer is the expert in terms of how to build powerpoints into your presentation next if you're doing a live presentation selling something how long should it be it can be as short as 20 minutes it can be as long as 90 minutes and if you're giving a speech in
01:00:52
front of a large group of people I think an hour an hour and 15 minutes is pushing it I think an hour and 90 is probably a little too long however I'll give you the difference the more money you're asking for a higher price to your product is then the longer you probably need so if I'm selling a $3,000 product I probably need 90 minutes I'm selling 150 dollar product I
01:01:25
can do it in 20 minutes now you're giving your presentation so it's the same elements as a long-form TV infomercial so you have to do your intro summary etc which focuses on the main benefit so when I come out watch Corey introduce me thanks Corey I appreciate it well good morning everyone my name is Kevin Trudeau I'm with the American memory Institute and what we are is were the largest memory training school in
01:01:57
the world and we teach people all around the world how to develop an instant recall memory or super power memory so that you can do some pretty amazing things like imagine walking into a room full of people meeting 30 or 40 people and being able to remember all their names or remembering things to do appointments directions maybe a student being able to study for an exam and remember everything for test time or even stop absent-mindedness like you ever have this happened to you ever walk into room in your house and say why did I come in here or you go to the store to buy milk come back with ten things but
01:02:28
you don't have milk well where are my keys where do I put my sunglasses or that's everything so we help people develop the photographic or instant recall memory I'd like to start this morning with everyone's favorite subject and what's everybody's favorite subject here sex money we usually hear usually hear sex and money as like the two top ones and food sometimes comes up there as well so usually it's sex money and food and I think they're all pretty important but actually a books written was written several years ago called how
01:02:59
to win friends and influence people by Dale Carnegie it was actually the number two bestseller of all time and in that book Carnegie discovered that a person's favorite subject is actually themselves and a person's name is actually the sweetest sound and the language to each one of us but how many of us actually use that fact to our advantage every day in business by remembering and using someone's name well let me ask you all question everybody showing hands and be honest how many of you have this actually happened to you walk up to someone you shake their hand you get that person's name for the
01:03:30
first time and then as soon as that handshake breaks the name just kind of drops right to the floor that happened anybody here sure if you didn't raise your hand you didn't understand the questions what's happened to all of us and certainly it's embarrassing well in the social situation it can be very embarrassing but in a business situation it actually costs you money and then I go on but you understand it's notice I'm being sweet I'm being nice smiling I
01:04:01
don't look mean and nasty no I'm not appearing condescending like I know everything about everything you know I'm being nice and sweet and got a smile and easygoing and notice I'm trying to sell myself first right I'm trying to get you to like me right and so that's pretty I'm gonna send you this but it's really easy to be able to make that speech because it's simply modules notice what the first module was first module is the setup hi I'm at the American memory
01:04:32
Institute or you'd say hi represent mega memory and what we are is we teach people all around the world how to develop a photographic memory to remember your names and faces things to do appointments directions notice I'm doing it different because it doesn't matter the words the point is that's the first module module 2 now I'd like to start with everyone's favorite subject and what's everybody's favorite subject here sex money food sure the big three but actually a book was written several
01:05:02
years ago by a guy by the name of Dale Carnegie very popular book and he discovered that a person's favorite subject is actually themselves and a person's name is too sweet a sound in the language to each one of us how many of us actually use that fact to our advantage in business next module next module let me ask you a question by show of hands how many people has actually happened to you shake someone's hand you get their names so the handshake breaks name just drops to the floor there we have you follow me look at that little module if I say during lunch break I want you all to be able to
01:05:34
do this let me ask you all a question by show of hands and be honest how many people's this actually happened to you walk up to someone for the first time you shake their hand you get their name and as soon as the handshake breaks the name just kind of drops right to the ground does that happen to anybody here if I said memorize that this during lunch all of you could am i right that's the module so that's all the speeches it's one module the next module you don't learn or remember a speech you
01:06:05
learn a module one at a time and then all you do is when you speak you just put them together that's how to make a speech yeah good question generally
01:06:37
speaking that doesn't happen if I'm selling that the the mega memory home study course it very rarely happens where a guy says well I'm just gonna buy one for the whole group because everyone can't listen to it at the same time you you know it's an it's an individual thing and plus people are buying it for their home for their kids for their students so I make sure that I bring that up in the presentation they're saying you know when we have the mega memory home study course and the great thing about the home study course is now you can buy just one set for you and your entire family so you get it you can
01:07:09
actually take it home with you so I'm you doing that to us like not for the just for the office so you get a chance to listen to it at your own pace as well as the people in your family no well no no no no no the cost of the program is 297 dollars but if you would like to buy this today and I will ask for your business today it's at 50% off one forty nine ninety five so that's $100 off or a third actually hydrogels off or fifty fifty percent one hundred
01:07:42
and fifty dollars off let me know how differ get off so that's that's that's how I sell it from the thing and if you want am I having in my car turn your credit card or check and you got them and you makes it makes himself [Music]

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