Sell More from Making Small Changes

by Amanda Holmes

amanda holmes, chet holmes international

Join Amanda Holmes and Chet Holmes International for a rapid fire 25 minutes of valuable tools you can use to grow faster, better, smarter.

Webinar Transcript

Hello everyone. My name is Amanda Holmes. I am CEO of Chet Holmes International. Welcome to the next 25 minutes, we're going to have a lot of fun. So what we're going to cover today are the five reasons your marketing isn't working like it should, the three ways to fix it, and how to get nine times the response from every single move you make. I hope that sounds good. So let me give you a little bit of a background about Chet Holmes International. So the origin of the Chet Holmes method, which I'm a talk about today, is it came from my father. 

This is a picture of my dad. So he realized early on that he had a gift for doubling sales, and he made a big break working for Charlie Munger, who is Warren Buffet's business partner. So he was able to double the sales of nine different divisions. Majority of them doubled within 12 to 15 months, and several of them doubled multiple years in a row. How would you like to have that kind of growth, multiple years consecutively, in every division of your company? So what it takes is that systematized approach to your marketing and sales process so that you become a machine. So we took what he learned from that methodology and was able to create "The Ultimate Sales Machine." 

Now, that's a New York Times bestselling book, and it's still hitting number one in Amazon seven years later. The thing I hear the most often about my father's book is it's my sales and marketing Bible. I keep it on my desk every day. So from that, my father created Chet Holmes International, which is the organization that carries on his legacy today. We have 78 training products in a hundred different countries, and we've helped over 200,000 businesses worldwide. So just to tell you that our methodology works, let me break down for you today the five reasons why your marketing isn't working like it should. 

Number one being trust. People do not trust anymore. Likability is at an abysmal 17%, but let me give you one of the reasons why I think that trust is really gone. Do you remember the Marlboro man? He was one of the most successful ads of the 20th century. And today, one in every five people actually dies of a tobacco-related illness. One in every five. It is the most preventable cause of death is cigarettes, and we wonder why nobody trusts marketers anymore. 

So breaking down for you, Millennials specifically, when there was a study down on Millennials, about who they trust, 33% of them said that the top media source that they trust is personal bloggers over the 5 O'clock News. Personal bloggers, because they felt that personal bloggers were being authentic and genuine. It was a person's opinion. So they're trusting. You're seeing how our media usage is going to change over the Millennials wanting to see genuine authenticity. They start to believe personalities. That's why social media is so big. It's because they fall in love with the personality. 

So number two. The second reason why your marketing is working like it should is the competition. They see 5000 commercial messages a day, product placement. Even from when you wake up in the morning, you grab your Colgate toothbrush, you go into the shower and you use your Herbal Essences, shampoo and your dove soap, and by the end of you've gone down for breakfast, and you've already seen five marketing messages and your intention of being able to retain anything else at that point is abysmal. And you haven't even opened up your phone. You haven't even looked online, PPC, billboards, ads, you name it, the competition is so intense. 

Number three reason why you're marketing is working like it should is impatience. So it's been scientifically proven that just five hours on the Internet of that instinct gratification, you are neurologically, your brain changes. You're neurologically wired to get that instant gratification, and that's why our attention span is cut into half what it was just ten years ago. And that's completely changing how our media usage happens, right? 

How interested are people in your marketing message? Can you get them immediately, because that's what they want? They want that immediacy. You have to get them within the first three seconds if you can. 

Number four, wasted online marketing. Eighty-six percent of ads that are paid for are never seen. So whether it's at the bottom of the page, or it's a pop up that hide something, 86% of the ads that you're paying for online aren't seen. And then lastly, the fifth reason why your marketing isn't working like it should is because of your sales team. Now, we know that 92% of businesses have an ineffective, nonexistent, or a process that they have that nobody follows, 92%. And we do believe that that's because colleges and universities just in the United States, 0.4% of them offer sales as a major on liner, only 0.4%. 

So we're wondering, "Why are salespeople not all that good? A lot of them aren't. They're pushy. They don't do the job right. I forgot what the source is, but they say that three out of four salespeople are doing an ineffective job. So how can you do a better job? You as a business owner, you as a salesperson, salespeople are, majority of the time, poorly trained. So how do you improve that? Majority of companies spend less than two months onboarding a new seller, and yet on average, it takes 8 to 12 months for a salesperson to get up to speed like their tenured colleagues, but companies with great onboarding processes train 34% faster, and that means four months quicker than those who have no training. 

So let's do a little exercise where I'll show you about marketing messages. For those of you that are familiar with the Chet Holmes method, you'll know this. And we'll go a little bit deeper on this, so work with me here. So imagine that you're in a stadium, 50,000 prospects all lining up. You see this picture here? Imagine that they're sitting in those stands, and you just stand up to the stage, and I hand you the mic, and you say, "Hi, my name is Bob. And today, I'm going to be talking to you about..." What would be your stadium pitch? What would be the title of your talk? Go ahead and write it down right now. What would be the title of your stadium pitch, the 50,000 prospects?

Okay, you'll have more time to do this. And as we go through, I'll be giving you more detail on that. So you're working on your stadium pitch, right? What would you say to 50,000 prospects? Now, let's define your audience for any product or service. For any products or services, this has been proven. And time and time again, I see it over and over again that of the people that see your sales and marketing messages, 3% of them are interested in buying. See that? The top 3% are interested in buying. Seven percent are open to it. "Okay. Maybe in a couple of months, I could buy that." 

Another 30% think they're not interested, or they're not thinking about it, or they're definitely not interested. So majority of this buyer's pyramid on the screen you see, 90% of them are not interested in your product or service, okay? So only the top 3% are interested in buying now. That is who you're competing with with all of your competitors, just that top 3%. So a great stadium pitch is going to attract the entire buyer's pyramid. The people that aren't interested, definitely not, not even on their mind. So how do you create that kind of message that attracts everyone? 

So I ask you, "Was your stadium pitch focused on them, or was it focused on you?" Because the problem is 99% of sales and marketing messages are focused on you, on the business, the person that's selling, and it weighs 90% of your time, money and energy, right? Like you saw with that buyer's pyramid. So how do you write a stadium pitch that gets the attention of the entire buyer's pyramid? Let me give you some examples. 

So this is one of our clients who we just had a [inaudible 00:09:12] about two weeks ago, and I asked him if I could put this on this video. So they do Facebook ads. And right now, their Facebook ad said something along the lines of, "You need a new CRM system? Get a free demo here." So you'd see it on your Facebook, "Oh, click for free Demo. Okay, great." 

Now, who does that attract? Only the top 3% that are interested in buying a CRM. However, they changed their approach to a stadium pitch of, "The top five challenges costing remodelers up to 61% of their revenue." Now, here a remodeler, how interested are you in what that has to say? And may I also add that pain gets people's attention to react quicker than pleasure. If you touched something hot, you're going to quickly react, right?

So what can you do that points out what's hurting them? What keeps them up at night? What are some of the struggles that they're facing? Grab their attention with that, and then educate them about it, and then give them solutions, okay? It builds report rapport. It builds credibility. It build trust. Do it in an authentic way. So the top five challenges costing remodelers up to 61% of their revenue. Now, I haven't done this on their Facebook ads yet, but I can't wait to see the results. 

Let me show you one that has gotten results. So they would call...this was a cold calling. They would cold call their client or somebody, a prospect, and say, "We want to talk to you about getting a new telephone system." Now, you can imagine, this would be for LinkedIn too. Let's say that you're writing an email that say, "Hey, business owner. I want to talk to you about the telephone system," whatever that may be. So they changed their approach. Instead of talking about them, they changed it to this stadium pitch. "How you're wasting money in five major areas of your voice and data spending." Now, as a business owner myself, I'm interested. "Where am I losing money? Where am I wasting money? I don't really know a lot about data spending or voice. 

So that actually interests me. I'd be interested in hearing more about that. Whether it's a white paper, whether it's a video online, whether it's a brochure, whether it's a conversation with somebody how can you get them engaged and catch them on something that interests them? So after implementing their stadium pitch, this is the results that they were able to get. Suddenly, they went from getting three appointments a week with four salespeople trying all day to get their attention, to getting 30 appointments a week. This effort is already tripling their sales just this year, so it's a 900% increase. See? If you provide them with education, they're going to stay way longer and come to you way faster to hear something of value to them than they ever will just to be sold to. Okay?

So the key components of a stadium pitch, make sure you're writing this down. Number one, a head turning title. I'll tell you another head turning title. The five reasons humans are going extinct. Why are humans going instinct? That's for vitamin. If you would said, "Hey, buy my vitamins," how many people would it attract? The five reasons humans are going extinct, I want to know about that. It affects me. I would rather...I would like to not go extinct, right? 

So market data is way more motivational than private data. Market data, so I'll give you an example on one of my webinars a couple weeks back. Someone said that 90% of the population needs probiotics, and yet only 10% are using them. That's a pretty solid piece of data, but that's product data. So what kind of market information can you build that will educate your client? So for example, I was just looking at one of our clients brochures, and they said, "Seventy-seven percent of Australians are in fear of losing their finances or in jeopardy of losing their finances, learn how you can pay off your home in three to five years." 

See how just adding that piece of market data adds the credibility, adds the trust, adds a sense of authority, right? So you're quoting a source. Number three, content that offers solutions to problems, not product or service-centered. So you're solving their problems. It's about them, it's not about you. It's about them. What are their pains? What are the things that they're looking for? How can you solve their problems? Now, it might not have to do with your product or service. It may not have to do with your product or service, you hear me? It could be about their increase in their productivity. It could be about saving time. It could be about saving money. 

A lot of products or services out there help with saving money or making you healthier or happy, or whatever it may be. What is it to them? What offers the solution or prompted them? And then lastly, the ability to get the remaining 97% of your market aware of your product or service and interested enough to become your customer. A lot of people I see out today are building these content marketing. I know I need a blog. I know I need a Facebook. I know I need a tweet, but they forgotten the why. They forgotten, "What's the point of all of this information?" Your information should give great stories. It should give great market data, right? It should involve what interests them, and it should logically bring them to the conclusion that they need to work with you. 

It should logically bring them to, "Oh, yeah," before for you to mention your product or service they should be interested. And that is the art of what my father pointed at as a core story approach or the stadium pitch title. So here's one of our clients. He got 10 times the average response rate. So we expanded our operations across the brands with 13 shops in DK, 20 boutiques in Germany and 65 in Norway, and closed $200 million worth of contracts for the rest of the year. He did a direct mail response. And on average, you see the direct mail about 5% response rate? He got a 58% response rate. Why? Because they used the educational approach. 

And I'm giving you this is an example to show you that it can be on any format. It can be on your LinkedIn. It can be on your website. It can be direct mail, cold concerts, whatever it may be. It's a timeless methodology. So now, let me show you three ways to increase your lead generation using that stadium pitch. Number one, sell to many. How can you sell to many? Find a way to sell them any, whether it's trade shows doing events, doing luncheon learns, doing seminar, doing webinars. So I'm seeing a trend right now of we do webinars and I do a lot of polls with thousands of business owners around the world, and I'm finding that 50%...on average, about 50% of those groups that show up on my webinars are either doing a luncheon learn, a webinar, or both, 50%. 

If you just looked at a business five years ago, six years ago, two years ago, webinars is becoming a very huge part of the selling process, because people don't want to be sold to. They want to be educated. Educate them. Educate them. 

All right, so let's look at the sales math. Greg, this is somebody that was able to use the stadium approach to his advantage. So he was a part-time student studying engineering, and he was making 100. He had a solar panel company, at same time. So he was making about 100 calls a day to get 10 appointments, to then go to the home, make the present or look at the house, give the quote, and then 9 times out of 10, you would never hear back from the prospect, 9 times out of 10 calling 100 people. So he closed one out of every 10, and he realized, "I can't work harder. I cannot call 200 more people in a day or 300 more people in a day. I have to work smarter," And that's when he found "The Ultimate Sales Machine, and he learned about the stadium pitch. 

So here's what happened. Instead of saying, "Hey, do you want to buy solar panels," or "Hey, let me show you about solar panels," he changed the stadium approach to the 10 operational inefficiencies costing you a fortune. Now, what he do is now, when he went to if he was cold calling, he got way more people interested. But specifically, when he got to the house, he would make a 20-minute presentation on the 10 operational efficiencies costing you a fortune. This was for business. So when he got to the business, we do that, and then he gave a quote, and he started closing 6 out of 10 instead of 1 out of 10. Powerful, because he used that educational approach. All right? 

And then on top of that, once that started working really well, he started doing it for groups selling one to many, doing luncheon learns with networking groups, with better business. What are they called? Different business organizations. And here is a quote from him. "I consider myself blessed to have been trained with a Chet Holmes Method. Without that, I would have remained a small time contractor closing one out of every 10 sales calls that I went on. Instead, I built a seven-figure business as a part-time student in college. If I can do it, you can, too."

So he built a seven-figure business while still in school. Pretty amazing, because he's really smart. So number two, be two clicks before your competitors. A strategist will always slaughter a tactician. So what's a tactician? Someone who sells for today. Are you looking to make the sale today, or are you selling forever? So a strategist doesn't look just to close a sale. They look to set themselves up as expert. They look to create value. They look to position themselves as number one in the market. They look to make every person that they sell to, a walking billboard for their company.

So how can you be a strategist? Let me show you how this company was able to use their stadium pitch with their PPC campaign, and with their cold calling in and anybody that called in from their website. So here on Google, when you type in "photographer in Turks and Caicos", it comes up with 3.4 million results. Wow! But when you type in, "wedding in Turks and Caicos," you get 112,000 results, a lot less. Now let me show you where I'm going here. So for those of you that have something on SEO or have PPC, if you're just saying, "Hey, I'm a great photographer, click here. I'm really great quality, see my pictures," it's going to get a certain amount of people interested, right? But if you use a stadium pitch approach, look what this one of our clients is able to do. "The five things every bride should know to avoid disaster on their wedding day." 

I'm not even a bride, and I would take that, and I would send that to my friends that are brides, because it's such a powerful stadium pitch, right? It's such a great education, then it would take you through the steps. So he would say, number one, you want to make sure that you see your destination venue before you get there for your wedding, because so much of the time, they've never seen the venue. And then they get there the day off, and they are so upset, because it doesn't look like the pictures. So number one, make sure if you're doing a destination wedding, make sure you see the venue before your wedding day. 

Number two, you want to show you have X, Y, &Z caterers. Number three, of the five things, only four of them had nothing to do with photography. It just had to do with what was important to a bride. What's important to bride? All of these things. And this wedding photographer happened to know all those things and seen all those things, because he'd been in business for 30 years. He had his own facility. He had employees, and then he started seeing these other photographers. People who will come to the isle and think it's so beautiful and say, "I'm going to quit my job. All I need is a camera, and I'll be a wedding photographer." 

So they were charging half the price or the third of the price, and he was going out of business, because he was double the price and people, right? And people would call them and ask "How much are you?" And he would tell them their rate, and they would say thanks, click. How quick that conversation would end? But then, he started using this approach. Educating his buyers, right? So then he would get to the four, and then the fifth one would be, "Hey, and by the way, you need to have a great photographer." And there are seven things you need to know before hiring a photographer. Write that that down, "Seven things you need to know before hiring a photographer." And then he would educate them on the buyer criteria. What do they buy? What's their buying criteria for photos? And then he would unseat his competition. 

So we would go through, number one, you want to make sure that you have this kind of camera or better. If they have this kind of camera, they're amateurs. So right then and there, he would list the camera that everyone else had, and then would say, "The one that you really want is this one, which is the one that he had," and it did happen to be a better camera. Number two, you want to make sure you have so many that has a facility, because we're in Turks and Caicos. It is an island. 

Things get lost in the mail all the time. If you're sending something to the mail, what if your photography photos get lost in the mail? That's a huge problem. Okay, number three. So he would educate the buyers after building all of this rapport. After gaining all this trust, respect, credibility, then he go through the seven. And the person would say, "I don't care that you doubled the price. I don't care that you tripled the price. You know what you're talking about. And on my wedding day, I care. I want the best, and you're the best, and you've shown me that, and that's what I want." So we saved his business by taking this educational approach. All right?

Number three, the number one goal of your website must be to generate leads. Now, I see this with businesses all over the places getting a little bit better sometimes. If you're on Amazon, obviously you're going to have things on your website that people are going to purchase. But if you're a company, I'll show you one in a minute, majority of companies use their website as a, "Hey, here's me. Here's my product. Here's my service. Me, me, me, me." It's all about that. What if you provided some kind of education, and you've got them to opt in for it, because the whole point of your website is to get their email and to get their name. Because 55%, on average, of the people that show up to your website spent 15 seconds there, 55% on average. That's a quote by HubSpot. 

So what do you doing to get their attention immediately? And they don't have to just be on that top 3% of people that are interested in buying now. So what can you educate them on? I'll give you a little bit of this example. So this was one of our clients. They sell corporate housing, and they actually did have an opt-in on their website, which is great. That's a step-up. Sign up for our waiting list. Now, that's okay. If they were interested in buying, they would sign up for the mailing list. However, what if we changed it to, "You can lower your worker's housing expenses by 39% or more, get instant access." 

Wow! That's interesting. I would love to decrease my expenses by 39%. How do I do that? So then, there's that opt-in. And then if you get their email, you can send them emails, you can follow up, you can send brochures, you can send white papers, you can send article. There's so much more of a lifespan to that client, to that prospect, if you get their email. So make sure that you have an opt-in on your website. I see that so much of the time, it's not happening. So just to show you how it works? This is Brent, who I was just telling you about. He said that my bookings have doubled since this time last year, and I'm on track to double my sales from the previous year. 

Gene, one of our amazing CHI strategists, is an amazing mentor. And I've learned more than I could have ever done on my own in five months using this educational approach. It really gives me a competitive advantage. So that is one person that's seen great result from stating and pitching using it on their website. So here we go, the five reasons your marketing isn't working like it should. I showed you that, right? Trust, competition, online marketing, instant gratification, right? They're impatient. And then lastly, sales training, salespeople not being able to do what they need to do with those leads when you give it to them. 

The three ways to increase your current lead generation using that stadium pitch approach. How to get nine times the response from your marketing spend? Stadium pitch. That's what it's about. And I see so many people trying to do content marketing, trying to educate people. And it's getting better and better. I really believe that my father was the founder of this method. He's been doing content marketing since the last 40. He started 40 years ago, branded it is at the core story approach 23 years ago, and we have been building this up. 

The people just have forgotten why they're doing it. What is the content? What is the point? You need to bring them to a logical conclusion of working with you. So if you'd like to learn more, what I've done is put together training for everybody that's on here right now. Three different videos. The first video is how to get to the most successful people in the world. Because sometimes, the only thing holding you back from that is one person, and it's the secretary. So how to get to those most influential people in the world? 

The second video is the one thing that makes all the difference. And it goes even more in-depth into the difference between a strategist versus a tactician. And this is, those two videos are from my father, our founder. And then the third video is a training called "The Three Strategies to Double Sales." 

Now, I don't give away recordings, but I'm doing this particularly, because I think that you guys will really find value in it, and I had multiple people asking me, "Please, I'll pay for this training if you provide it." So it's really great. It goes through exact sales scripts, email, templates, on how to grow your sales, how to double your sales, how our clients have doubled their sales. And it's all part of it. You just go to You'll love it. 

Thank you so much, and have a beautiful night. If you enjoyed this, please let me know @amandaholmes or @chetholmes. Let me know when you got from it, and I would love to hear about the results that you create from this. Let me hear your stadium pitch. Have a beautiful night.