Recently I was asked to speak at a big business event.
There were over 750 people and my session was about “continuity income”. And I also created an irresistible package of products to offer the attendees – for a killer deal.
Anyway, the crowd was awesome and so full of energy. They literally gave me a 2 minute standing ovation when I took the stage. And it was LOUD. I’m talking screaming. For the first time, I got a glimpse of what a rock star really feels like.
I gave a kick-ass talk, of course (what did you expect?). And at the end, it came time for my pitch.
Now, here’s where things get tricky.
OPTION 1: MAKE MORE MONEY
The key to making money if you’re selling from the stage is to act like your product/service is SO easy. That anyone can just sit back and have success.
It doesn’t matter what you are selling – whether it’s “make money” or “lose weight”, people want easy. They want to click a button and make money. They want to eat cookies all day and still lose weight.
So here’s the dilemma.
I KNOW my stuff works. I have thousands of students who make money online because of what I’ve taught them. It’s been proven for over 10+ years.
BUT..
It takes some effort. You can’t just click 2 buttons, watch Football all day while scratching your ass and think the money will just come pouring in.
Sorry buddy, ain’t gonna happen.
You can get to the point where it flows in almost on autopilot – but it takes some sweat to get there.
If I TELL them (the audience) it’s so easy and anyone can do it in just minutes a day, I would make MORE SALES – but ultimately a majority would be disappointed in the end.
That lead me to option 2…
OPTION 2: MAKE LESS AND FEEL GOOD
Option 2 is to tell them what is possible, but being 100% upfront that it takes some work to get there.
By being this honest and transparent – it will cost me sales.
I know it. The event producer knows it too. Heck, even the audience knows it.
Many “marketers” would have no problem at all choosing “option #1″ and then rationalize with the usual bullshit to make themselves feel better. Something like “well, it’s not my fault if they don’t take action..”.
Again, that’s absolute bullshit.
Believe me, I’ve drank that Kool-aid and made those mistakes a few times – and it never ends well.
If you are selling something, you want to showcase all of the benefits of your products/services. But, you must also be realistic.
It’s a fine line and one that over the years, has been stepped all over.
We hear the same crap from the big “gurus” so many times, we start to believe it. But what you don’t see is what happens in the aftermath. When their refunds hover at 40%. When the audience numbers start to shrink.
Then, they come running to me. Asking them how to create a “continuity” program because their cash flow is down to virtually nothing. But it’s usually too late. They had short-term thinking.
I CHOSE OPTION #2
Like I said, I’ve made some stupid decisions over the years – and have learned from each one of them.
And by choosing to be honest from the stage, I STILL made lots of sales. I still made more in one hour than I used to make in 2 years as a gym teacher, recreational therapist or a personal trainer.
Did I lose around $30K in sales by being so transparent? Yes, absolutely.
But that’s ok – the audience got a glimpse into who I really am, and they’ll be back. I have no doubts.
The bottom line is this. You CAN sell online. You CAN impact thousands (or millions of lives). You CAN absolutely do it. And you CAN do it while holding your head up high.
Are you with me?
QUESTIONS? COMMENTS? WHAT WOULD YOU DO?
PARTICIPATE IN OUR COMMUNITY BELOW AND LET YOU VOICE BE HEARD!
P.S. I believe this message is important. Please “like” it, share it, tweet it and tell everyone about it. Let’s change the marketing industry forever…
Hi Ryan,
That is awesome! Your honesty and openess is what distinguishes you from the others out there. I am also up front with the athletes that I work with in my sports psychology practice at the initial session when I tell them that they are going to have to practice what they learn every day just like how they would with their jump shot, etc to get resuls. Loving all your stuff. Best to Janet and the kids.
Regards,
Cory
Thanks Cory,
You’ve known me since college – and just trying to stay the same grounded person my parents taught me to be.
And congrats on leading your field with honesty and integrity.
You rock!
Ryan
Congrats Ryan.
I know the event and the promoter you spoke for.
It definitely takes balls to go against the grain – even more so in an environment like that.
Kudos to you for being you.
High five to lifetime customer value! :)
Thanks Stu.
I really think people were surprised I was so open about the “effort” it takes.
Those who “got it” still ran to the back of the room to buy. And they will be happy when they follow the steps.
Keep on doing what you do, my friend. You are changing lots of lives!
Ryan
Thanks Ryan. I think the tide’s turning: people want hands-on, honest, real people running reputable and honest businesses that are client-based, not owner based. Reoccurring revenue is tough, and it’s nice to see YOU say that it’s tough. Makes all of us realize that when it’s tough – IT’S OK, because it’s part of the process, it’s not a failure. I never trusted fast, overnight success anyway…it always leaves someone feeling used and abused, like a one-night stand!
Hey Karen,
I also believe the tide is turning.
And the dinosaurs who insist on providing little value and rely entirely on persuasion – will be left in the dust.
Ryan
That’s what I like about you and your training – you really like to see people succeed!
Thanks Stacy.
I really love getting all the emails and meeting people in person whose lives have changed. There’s no bigger thrill!
Ryan
Ryan,
Great post! I would have to agree with Karen that the tide is turning. Sure people are always going to always be persuaded by the “get rich quick” or “lose weight fast” gimmicks but with the amount of transparency that is out there with the internet people want the truth. I told a guy this yesterday that when I first started personal training I took any client that would pay me, but after gaming some experience and confidence I turned prospects down that I though would waste my time. In the short run lost out on some easy cash but the long term I built up credibility. Keep real my friend!
Hey Dave,
Yes – as I replied in Karen’s post, the tide is certainly turning.
If people really understood what it takes to succeed – and WORKED for it, the world would be a much better (and happier!) place.
Keep on changing lives…
Ryan
Ryan… what most people don’t know until they study with a guy like you is that yes: you lost about $30,000 THAT DAY, but you made up for that over time.
What do I mean?
All those who only wanted the “easy way out” were part of the natural-selection process: they selected NOT to buy your product (and then cost you money to refund their price when they saw what your product was all about). They missed out.
But those who DID purchase, those who had the right expectation, those who were thrilled with your superior level of information were delighted, saw what great value you delivered, and then decided to buy even MORE from you. The good will you created has real economic power over time. (Hey, it really IS the long-term value of a customer that we’re interested in!)
So… today’s loss (by being transparent and upfront) cost you some immediate sales BUT you more than make up for it in the back end.
Nice job!
Charlie Seymour Jr
http://ExpertMarketingAcademy.com
Hey Charlie,
I’m with you!
I know the short-term loss was some immediate sales.
But long term, I will be surrounded by people that are more aligned with me. And I’ll definitely have less headaches too.
Rock ‘on
Ryan
Ryan, I love your authenticity in your writing and your messages. They are a breath of fresh air.
What resource would you recommend to figure out what to sell, what niche to work in, etc. In other words I get the processes, I think I get what to do to create an continuity income. I just don’t know what niche or what products to work in.
Thanks for all you do Ryan!
SM
Hey Scott,
Thank you!
My “Ryan Lee Method” is exactly what you are describing. And I have the price starting at just $97. it walks you by the hand, through EVERYTHING.
It’s literally step-by-step.
http://www.ryanlee.com/method
Ryan
Nice post Ryan…very well put!
Here’s to changing the marketing industry forever!
Thanks Rob.
And I haven’t forgotten about testing your software yet. It looks cool – just getting my schedule clear.
Ryan
Ryan,
I don’t look at it as losing $30k. If you have the refunds the others do, it would have been the same.
What you did is what should be done. By being truthful, honest and taking the right path, you made a positive impact in many lives and a whole industry.
I thank you for staying true to yourself, but more importantly, to those who heard you speak.
I think it’s time to be REAL in this industry. I thank you for being that way and hope others follow suit.
You are awesome!
Hey Michael,
I agree – it should be how everyone sells.
Unfortunately, not everyone agrees as it’s just bottom line “how many sales did you make TODAY.”.
But they all learn eventually :)
Thanks for your comments…
Ryan
The rejection on a non sale launch can leave u confused and bewildred. I just gave away unlimted training for the price of two sessions, all they have to do is sign up for a 6 month or 12 month. Giving literally thousands of rands free and u get no bites. It takes u back a bit…. Reminds of that song, ‘you keep on knocking but u can’t come in’
Keep leraning and keep at it and like you said, it takes work but I think you need to write an article on how many times you have had the door shut closed and what you did about it. Would make a good read
Regards
Sean
Yes, I woud like to read that article as well!
I can whip up something for ya :)
Ryan
Hey Sean,
I think the “unlimited training” is not always the best promo.
You might be better off testing specific products or related services like “free certificate” for a massage or a dinner at a local restaurant.
Keep charging ahead…
Ryan
100% with you Ryan. I have followed that principle with my software company for the last 26 years (yes you read that right!). The best bit about it is that it let’s you be completely sincere. you really don’t have to think about what you are selling because you know everything you say is true.
And that greatly reduces stress. Who wants a stressful business in exchange for money? (if you answer yes, then go ahead and try it, and then follow Ryan’s advice). This is the real world, so keep it real.
You got me fired up on this one Ryan :)
Thanks Quentin – and good for you for doing the right thing for your customers!
Ryan
$30k to sleep peacefully at night. Worth it.
Great point David. I did sleep well that night :)
Ryan
Good post Ryan! From a buyer’s perspective I’d be more likely to buy from someone who told me there was effort involved because I’d know they weren’t trying to BS me! From a marketing perspective, I adopt that same stance – I don’t want to work with people who want everything on a plate because it’s unrealistic :-)
cheers
Tanya
Hey Tanya,
Unfortunately – some of the speakers are such gifted con men, it’s really hard to resist.
All of the NLP techniques and ques.. it’s interesting and quite disturbing at the same time. It’s just a crutch for people who don’t believe in what they are selling.
I’m hoping to expose lots of the garbage so we get back to real selling without having to trick anyone to buy.
Ryan
Ryan,
I attended your presentation in LA. You were great. I truly appreciated all of the information that you provided and your “unique” presentation style.
I was one of the peeps who did not purchase, but obviously I must have liked something because now I am on your mail list…
You are the man cool guy!!!
All the best in the future. I hope that you are enjoying Starbucks today…
PJ (soon to be Ryan Lee client)
Hey PJ,
I’m glad you enjoyed my talk.
And you see.. it all pays off in the end anyway :)
Looking forward to welcoming you to my programs!
Ryan
This is exactly the problem I have with these “lose 56lbs. in the next 2 hrs” products. I’m tempted to jump on their launch when I see later on that they banked 6 or 7 figures for the launch and that all I need to do is get the into the sales funnel and let their proven marketing do the work.
Yes, I want in on that quick money. Throwing up an anonymous sniper site would do the trick. However, I feel that if I wouldn’t be comfortable attaching my name and face to it then I shouldn’t be telling folks to buy it just to put dollars in my account.
Hey Bryan,
They usually have higher refunds anyway.
The people in the “weight loss” market online who have been around for years now – put out good products.
Ryan
Hi Ryan, this is one of the biggest reasons I joined the IC. I mean how long can “fool” people and at what point does it start to make a negative input. I’m not into fooling people, I’m about telling it like it is, I care too much not only about the customer, but about being able to provide for my family. At some point dishonesty will come back to bite you. Thanks for the real roadmaps to success Ryan, I would prefer to learn the “hard” way and have it stick than a flash in the pan “success” story.
PS I must be technologically illiterate because I can’t figure out this gravatar photo thing for my profile, I uploaded a photo and it’s in my gravatar acct, but it’s not showing up…anyone have any ideas??? Thanks
Joe
Hey Joe,
Thanks for your ongoing support! Being dishonest always comes back to bite you!
RE: Gravatar.. I don’t have a clue :) Make sure you are logged in first.
Ryan
Love the honest and no BS approach Ryan!
-Fazzer
Thanks Fazzer!
Ryan
You say, “I know the short-term loss was some immediate sales.”
OK, that makes sense.
But how do you know it was $30,000?
Or did you just make up that number to create an evocative headline?
Hey Bill,
Anyone who has spoken (and sold) at as many events as I have – knows their numbers.
You will always sell a certain % of the room. And since I knew the number of attendees – I know how many I would have sold using the “BS” techniques.
Ryan
Maybe you didn’t really lose that $30K, Ryan–maybe it will come back to you over the years, with interest. Here’s why:
Listen to or read just about any marketing expert, and they’ll tell you it costs 5 to 10 times as much to bring in a new customer through traditional methods as it does to bring back a previous one.
Which means repeat business–as you, continuity expert that you are, are well aware–is key to successful business.
Funny thing–when you screw somebody over, they don’t come back. And they tell their friends–yeah, their 10,000 closest buddies on the Internet–to stay away. But when you do right by them, not only do they come back, they bring their friends. New customers at ZERO acquisition cost. Ka-ching!
As you know, I’ve been writing and speaking about this for years. I go into some detail in my eighth book, Guerrilla Marketing Goes Green.
PS–congrats on the good night’s sleep. Well I remember those days!
Thanks Shel.
I’ve been reading your books for years and always respected the way you did business.
I hope your new book is a massive success!
Ryan
Right On Ryan! Very much appreciate your attention to transparency, the most important principal of marketing.
Thanks Chris.
And it was great seeing you again this weekend. Lots more birthday parties to come!
Ryan
Hi Ryan,
Love this post. I’m also a former NYC teacher looking to do a continuity program, and I was wondering if you would recommend your Inner Circle or Ryan Lee Method for people just starting out. I missed the special offer bonuses as part of your last IC promo, but it seems like the coaching program would be good as well. When I called your office, your assistant said the IC would be better for a beginner, though. So I was wondering if I could get your opinion, as I know you have a special offer going on with the coaching program and would like to take advantage of it while it’s still there.
Thanks, Ryan!
Best regards always,
Joanne G.
Hi Joanne,
Thanks for the comments!
If you are completely new – I’d probably go with the “Ryan Lee Method”. It’s the A to Z foundation. And right now, the payments are just $97.
http://www.ryanlee.com/method
Best
Ryan
Thanks so much for your reply, Ryan. Will do.
Happy holidays to you & your family, and hope to meet you in the new year!
Best regards,
Joanne :)
Hi Ryan, I was among the folks at the event in LA. Glad you enjoyed the rock star treatment :) Thanks for your integrity. Too many people who already have plenty of cash up the wazoo prey on audiences, many of whom have few resources promising them way more than they can deliver. Here’s to genuinely helping others achieve realistic success.
You guys really were awesome – and I definitely want to speak again!
I appreciate your comments and look forward to getting to know you and your business better!
Ryan
And that’s the reason why I have always respected you, because there is no bullshit with you, this takes work and although simple after the learning curve and lots of testing, this is still not easy at the beginning…
Thanks for being honest and you very well deserve to be treated like a rockstar!
Luis Carrillo
Thanks Luis!
I’m just being me and trying to set a positive example.
Ryan
Great post Ryan. That’s why I have followed you ever since I saw your site a few years ago. Legit, honest, and you really care about the people you are helping. Thanks for being such a great mentor!
Hey Alicia,
I’m so proud of what you have accomplished – and I’m honored to have your support.
Keep on rockin’
Ryan
So important Ryan! Honesty truly is the best policy.
Absolutely Susan – it always is.
And when you tell the truth, you never have to remember anything :)
Ryan
You are so real, Ryan. It took me over a year and L-O-T-S of money to “get it”. And that’s why I will follow you unconditionally. I trust and respect you. Ryan Lee = Integrity !
Paulette Salvia
Hey Paulette,
I’m blushing :)
And I have no plans on going anywhere – it’s going to be a fun ride…
Ryan
You may have lost 30k, but all those people that were exposed to you will take action in the future on you. Keep sweeping the world off it’s feet with your insight!
To your success,
Travis
Hey Travis,
I agree – and just trying to provide massive value so people have no choice but to stick with me :)
Thanks for your ongoing support!
Ryan
Ryan – More great stuff, as always!
Your blog is one of the few business-oriented ones that I read these days simply because I think you’re one of the few that truly understands the lifetime value of a customer, and that it’s much more about cultivating a relationship than it is selling a product. I’ve worked hard to make that a central tenet of my overall business philosophy, and I can’t imagine doing it any other way.
Keep up the good work – and happy holidays!
EC
Hey Ryan — I am a relatively new Inner Circle member (2.5 months) and have been attempting to purchase the Ryan Lee Method — two times. I know this is not the place to ask these questions, but I don’t seem to good and timely responses from the support desk. The first time I purchased the product on November 9 and the deadline was Nov. 7. Now that it is out again, I purchased it again (did a charge back on the first one because product was never delivered), but now I can’t login as directed for IC members as the password section is not functioning. I have spent thousand of dollars over the years attempting to learn my way around the internet and it’s income producing potential. I am extremely serious about it now and really want to receive the Ryan Lee Method product. I just attempted to purchase it today as directed on your email link dated 12/8/11. Please help. I am learning more specifics from you so far — even in these early stages — than I have from any of the other respected marketers/trainers I have worked with. I’ll watch for your reply on this or on my email.
Thanks for your help and for sharing your knowledge in a direct, energetic, no BS, and fun way.
Trish Elledge,
Rebirth To Greatness
My issue is resolved! Thanks to your team for getting the Ryan Lee Method up on my dashboard. I’m excited to get started!
Thanks again,
Trish
Ryan, thanks for this great post, it was perfect timing for me to get ready for my launch in January. I wanted to make sure I was listing every benefit possible and I could feel myself getting carried away with wanting to sell as many memberships as I could (which I still will), but I also needed a gut check to make sure I was being completely transparent about the effort it will take to get the results they want.
Thanks for the timeliness and I appreciate your knowledge and expertise in the inner cirlce membership, I love this membership, it beats anything I’ve ever been apart of. keep it rockin ryan, looking forward to more.
Brent Attaway
You know Ryan,
I began my internet business about 8 months ago, and intend to help a lot of people while making a ton of money doing it. The longer I’m doing this, I realize that like any successful business, this takes a lot of commitment, which gives me a great deal of pride in the work I’ve already done. I realize that the work isn’t for everyone (which is why not everyone is doing this). However, for those willing to put forth the energy, it can be SO rewarding.
What attracted me to your program (among other things), is your honesty about the work involved. I (among many of us), appreciate that honesty, and thank you for all you do.
Michael