The Single Biggest Issue in Marketing

by | Oct 6, 2023 | Blog

Do you know one thing Chet Holmes did better than 99% of business owners?

He left a clear roadmap on growing businesses.

This roadmap has been used by a quarter of a million companies worldwide to double their sales.

What if you could get 9x more sales pouring into your business without costing you a dime?

In this episode with Tim Yurek we cover:
-One game-changing way you can double your sales in the next 12 months
-The single biggest issue in marketing you can’t afford to ignore and how to overcome it
-The framework that can instantly grab your buyer’s attention and boost sales
-How to be strategic vs tactical in your business

Tune in til the end because we also share real-life success stories, including how one company landed a massive deal with Walmart using the strategies we discuss.

We’ll help you uncover the secrets to achieving remarkable growth for your business.

 

Continued Learning: The Five Things Holding You Back From Doubling Your Company

TAKING ACTION:

  • Want to know what’s keeping you from doubling your sales in the next 12 months? Take our quick QUIZ to get answers: Howtodoublesales.com
  • If you’d like to have a profound breakthrough in your business, schedule your breakthrough call with a LIVE expert here: Chetholmes.com/Breakthrough
  • Claim your FREE chapter 4 from the top 10 most recommended marketing and sales books of all time! Visit: Ultimatesalesmachine.com to find out how you Create 9X More Impact from every move you’re already making to win clients!

TRANSCRIPT:

*this transcript was mostly generated by AI, please excuse any mistakes smile

Amanda: [00:00:00] The clutter factor. 

It makes it nearly impossible to grab your prospect’s attention today, because 15 years ago, when my father first came out with Ultimate Sales Machine, a prospect would need to see your company 7 times before they remembered you.

Today, it’s 500 times. That’s a 7,042% increase in visibility. 

So it’s no wonder that we have such a hard time getting the attention of our prospects. 

Here is your dose of the ultimate sales machine coming to you from the new edition, visit ultimate sales machine. com to get your copy or multiple copies. I am your host, Amanda Holmes, CEO of Chet Holmes international. What you’re about to learn has assisted a quarter of a million businesses to generate billions of dollars working faster, better, smarter.

Amanda: One thing that my father did better than 99 percent of business owners those were the things that didn’t quite work out and were very difficult for us. But on the other side, he did leave a very clear road map on how to grow businesses, and luckily, [00:01:00] I had that gift. I get a lot of people that say, wow, you have so many videos of your father, you’re so lucky to have that, cause they didn’t have that. But I have hours and hours of my father teaching how to grow businesses. And one of his great quotes that I repeat over and over again is that mastery isn’t about doing 4,000 different things. It’s about doing 12 things 4,000 times because we, we have this shiny object syndrome where we think we have to focus on a million different things.

But he has twelve different ways that you, if you just focus on one of them, that one could double your sales year after year. If you just got hyper focused and you used pig headed discipline and determination. So is it okay if I transition over to educate on maybe one or two of those core competencies for doubling sales?

TIM: Oh, yes, absolutely. Because that and if you don’t mind from my own personal experience in working with you and your team I would, I would like to chime in where appropriately.

Amanda: [00:02:00] Yes, please. I know. You’ve gone through quite the transformation. 

The clutter factor. It makes it nearly impossible to grab your prospect’s attention today, because 15 years ago, when my father first came out with Ultimate Sales Machine, a prospect would need to see your company 7 times before they remembered you.

Today, it’s 500. Times. That’s a 7,042 increase in visibility. So it’s no wonder that we have such a hard time getting the attention of our prospects. So we do a little thing called the stadium pitch. So if you imagine that you were in a stadium full of your potential prospects, what would be the title of your talk to get their attention long enough for you to educate them?

What would be that title? 

Now, 90 of companies, waste their time, money and energy just focused on talking about themselves. Now, if I were doing this live in a group like I do, I would call people up and say, okay, [00:03:00] spend 60 seconds now. What would be the title? Okay. Share it with me. So it’s something that you can do for those that are listening as homework.

But the critical piece of what we call the stadium pitch is at any given time, let’s say that you’re cold calling 100 people or you’re speaking in front of a trade show room or you’re posting on your LinkedIn, roughly 3 will be in that buying now category. You make 100 cold calls. Three people are saying, yes, I’m interested in that.

Another 7 are open to it. They’re thinking about it. Maybe they’re doing some research. The next 30 are not thinking about it. The next 30 think that they’re not interested in what you have to sell. And the last 30 are definitely not interested. So 90 of this buyer’s pyramid is not interested in you, your product, or service.

So the goal here is to create a stadium pitch that grabs the attention of the entire buyer’s pyramid and educates them up into the buying now category. 

Do you want to speak to this at all, Tim?

TIM: Yeah. [00:04:00] So this is a great concept because this is really what caught my attention. Everything that we have been taught prior to this has been focused on an elevator pitch, right? You’re stuck in an elevator with somebody or, you get jump on an elevator. Somebody walks in and all of a sudden you tell them, Hey, I’m Tim Yurek and I sell insurance or I sell investments.

Blah, blah, blah, blah, blah. Guess what? At the end of the day, if that person isn’t in the market, you got no shot with that person. But if I turn to them and say, Hey, you know that there’s three disturbing trends that threaten small businesses and put the next generation at risk. These trends are responsible for people surrendering control of their cashflow losing key personnel as they seek better opportunities and possibly bankrupting the company.

If that’s a business owner, he’s going to be interested. Hey, how does this affect me? And I’d like to know that. So [00:05:00] my point is that instead of trying to take a S a sniper’s approach, right? This is more like a shotgun approach, just getting people warm to the idea. And, if we could appeal to that, let’s face it, for 37 years, I built a business on the 3 percent that were interested in what I had to say.

And that’s not saying that market doesn’t exist. It does. But I could tell you in the nine months since we’ve engaged with Chet Holmes International, with you and your team, Amanda, our messaging has become much, much more clear. And the net we’re getting a larger amount of people into our funnel primarily because we’re appealing to what they’re interested in, right?

It’s not about me. It’s not about what I sell. It’s about the problems that we solve that all of these people have.

Amanda: You are living proof of it. [00:06:00] I love that stadium pitch, by the way. It’s so good. Anybody that’s listening, if you want to hear that. Tier1Capital. com. You can actually hear that education, which it’s freaking great. 

Okay you gave a great example of this, the story that I said originally, right? I’m a perfect example of this.

I had a big problem, but I lacked the education to know where to start. I was in the not thinking about it category. There are prospects out there that need you, and they just don’t know that they do. It is your job. 

We have another one in the dojo that he would, he’s done his best work working with widows. And he’s but I can’t target widows. And I’m like, why the heck not, man? My mom needed it so bad. We really had no idea. If someone had said, here’s the four things you need to know when losing a loved one that could cost you your entire… The money you have left for your life, we would have been perked right up and said, yes, please let me know, because we have someone on death’s door, and we’re [00:07:00] not doing anything about it.

Preempting that and then you’re preempting all the competition, because the top 3 percent is who all your competition is fighting over. So then you get outside of that battle, and you’re in the free zone. You’re getting the opportunity. 

 So this was another client of ours. They came from pharmaceutical sales and they had to launch a new consumer product. It was an all natural cramp cream. And they spent all this resources on advertising on how to go to market.

They didn’t know how to go to market. And they couldn’t quite figure out the message. So it was very tactical in their approach. They were talking about Empowering women through health and wellness self care learn about the new control cramp cream So that’s only gonna reach about the 3 percent that are already looking for all natural cramp cream versus they got their opportunity to pitch to Walmart to Potentially distribute their product.

So they hired us to write what we call a core story, their stadium pitch. [00:08:00] They started attending our boot camps, just practicing over and over again. How do I get this messaging right? And this was a bit of their stadium pitch. So periods wreak havoc with women’s lives. Up to 40 percent of adult women suffer from PMS.

It’s the number one reason women miss work, school and activities, and it counts for an average of 23. 2 days of suffering annually. That’s the equivalent of a three week vacation. There are three smart solutions to take control of your period pain, with important pros and cons you need to know about options.

I’m telling you, I’ve shown this to men who said, I have a daughter, I have a niece, I’d love to send them this, right? Not even in the 3%, but now you’re appealing to a wider audience, and because of that education, you’re going to grab their attention. 

You want to say something to that, Tim?

TIM: Yeah. You made it, you alluded to it, but. 

If you could talk about the difference between being tactical and being strategic, [00:09:00] because that is that was a game changer for us.

Amanda: Yes. So what is a tactic? A tactic is very focused on I want to win a sale and that’s what we think. I want to generate a lead. I want to win a sale and it’s a cold call. It’s a brochure. It’s a social media post. It’s very, focused on short term, whereas a strategist thinks about the long term.

They think about the ultimate objectives that you’d like to accomplish with a prospect. And if you’re being strategic, you’re thinking, wow, I’d really to be the number one expert in my field. What would it take to create that? If I want them to refer me lots of clients, What would it take to create somebody that is a raving fan?

If I wanted the ultimate objective to be that I preempt my competition so nobody else ever has a chance. There are, you can achieve eight different strategic objectives with just one tactic. But majority of people have so many different shiny [00:10:00] objects that they’re so tactical, we’re forgetting about creating that strategy.

Do you want to speak to that?

TIM RAW: Yeah. So what I found with this strategic approach. 

You’re constantly building rapport. You’re constantly positioning yourself as the expert. Not, it’s not even in a conscious way of doing it. It’s, everything is almost like subconsciously you’re positioning yourself as the expert. 

And I could tell you that, we shared this earlier today on on, during the workshop, but just because of, Setting, resetting the buying criteria and providing the buyer’s guide that has positioned us as literally as the expert on in, in our field.

And, for 37 years, I’m not saying I’m an expert, but I’m pretty damn good at what I do. And people recognize that. And. I didn’t have a way to, to deliver that confidence and that [00:11:00] message until we started working with you. And that was literally the first, I think that was the first piece of collateral we got.

Amanda: Yep. Oh, that makes me so happy. It’s very common that companies don’t know how to explain their unique selling proposition. And there’s a lot of strategic things that you can do so that… Nobody else is even anywhere near you because you’ve set it all up. Yeah. Oh, I love that. 

I love when I get to share this and then you’re actually living it and breathing it so you can speak to your own personal opinions. This is so great. Okay. 

So with this particular client it’s not about something that you do once and you stop. You’ve practice. So they practiced, they went to one of our challenges, they went to boot camps, they posted on social media, they were practicing. And then that one day when it came, when they were presenting to Walmart, they ended up winning that dream account, and it paid off.

They were in four stores and they went to 800 stores with just one line. Appointment. And that’s where I talk about how do you make quantum [00:12:00] leaps with just being smarter about every move you make. So their message won out against thousands of other potential products that Walmart was seeing that day, and they only had, I think it was short.

It was like 15 minutes, 20 minutes. But here’s a critical takeaway that I want everyone to either write down or take a picture of. Market data is way more motivational than product data. Yeah. I’m not talking about control cramp cream and how it’s efficacy. I was talking about the painful problem that your prospects are experiencing.

And for them, it was, women have painful periods. And then we went into all this data about how they’re afraid to even share how painful it is. And it’s shunned and work environments, and yet it accounts for so much absenteeism from w for women in the workplace. And so that market data is way more motivational than product data.

TIM: Yeah. And I’ll just add this. [00:13:00] So to think about how remarkable it was for your client to win the Walmart account. And Walmart is notoriously brutal in in their negotiations with vendors. 

I have a client who’s in the distribution industry, and he was selling a specific item. And they call every year, they call in all the vendors.

To Bentonville, Arkansas. And so this particular date, let’s say it was a Monday was supposed to be for the product that my client was selling to Walmart. And so he gets there the night before in a hotel, they’re downstairs at the bar. He’s talking to four or five other vendors of the same product that he has.

And he finds out that he is. [00:14:00] Probably a nickel a sack of this particular vegetable less than the closest person that he had spoken to, right? They were bringing in five vendors, he, the other four, he was a nickel cheaper than the rest of the guys.

Amanda: Okay.

TIM: So he walks into his meeting and they say Mike, you’re going to have to lower that cost because we got better deals.

He’s no, I’m not doing it. And they’re like then you’re going to lose the account. He said, okay. And he just got up and walked away. By the time he got back home and he got to his office, there was plane tickets from Walmart to send them back. That never happens. But my point is they are so brutal in their negotiations.

They pretty much know, they know all the data,

Amanda: Oh my god.

TIM: He had them on that one.

Amanda: That is such a good story.

TIM: The point is, it’s remarkable that your client, not having had [00:15:00] any previous experience, because of their knowledge of market data, was able to position themselves,

Amanda: It was huge. And then, and it was so fascinating to watch them come back. You’ve seen some of these other things that we do, right? Where the challenge, and they just kept testing their stadium pitch over and over again because it meant big dollars for them if they got that thing right and they had one chance.

It was fascinating. Okay. So what is this thing that we’re talking about? I called it a stadium pitch. That’s really the title, but the meat and the crux of it is called the core story. So the core story method connects compelling facts with emotions into a story that grabs the attention and resets the buying criteria.

So you are the only logical conclusion. is a masterful piece. And if you can work on this for the next decade and beyond, you will be so far a strategist and the strategist will outthink, outperform. My father used to say slaughter the [00:16:00] tactician every single time.

TIM: Yeah, and I could tell you that since we’ve implemented our core story. It is it again, that’s another game changer and the whole package has really just positioned us not only to be the expert, but it just makes things so much easier for us because we’re not changing hats. We’re not doing anything.

We’re just Continually telling our story and it’s continuously bringing in, the people that we want, right? Cause sometimes you’re out there marketing and you’re trying to cast a wide net and get everybody and you can’t be all things to all people. And we’re very focused on who were.

Giving our pitch to, so to speak, but who are, we’re telling our story too. And, oh my gosh I can’t tell you the difference that of the leads we’re getting have been really good.

Amanda: I love that. It’s as if you’ve seen my presentation because you’ve done such a great segue. So the fastest, least expensive way to double sales. This is the second strategy that if you just focus on this with. Pig headed discipline and determination. You could double your sales year after year. It is the one strategy that has doubled the sales of more companies than any other.

So what is the Dream 100? It’s a very simple at its core. There’s, you want to write this down or take note. This is the crux of it. There’s always a smaller number of best buyers than there are. That means the marketing and selling to them is cheaper than marketing and selling to all buyers. So I’m going to give an example of this.

This is how my father doubled the sales for a billionaire by the name of Charlie Munger. But I’m going to give you a Dream 100 that we’re in the midst of right now. So we talk about this stadium pitch. We had found a list of Sponsors that were going to be at an event and there were 120 of them and they were all in perfect alignment with my core values I want to create a healing center here in America because I believe that our health care system is fairly broken after watching personally go through it with my father.

So I’m very passionate about this. So we found this one conference that had all of these sponsors that were the bleeding edge of what’s going on in the longevity space. So we thought, Oh, these are our perfect clients. They’ll buy more from us more often. Our values are in alignment. We have the same goal.

So we targeted just. 80 of those 120, we went through them all and saw, yep, these 80 would be great clients for us. Now we didn’t start off by saying, Hey, would you like to get coaching from us? We’d love to train you. That would have been to the 3%, right? How coaching is great. Versus we led with our stadium pitch of the six biggest mistakes Sponsors make that waste their hard earned investment.

This is the trade show regrets. I’m telling you, the CEOs, not only did they say Yes, I definitely want that report, please send it over. They’d say, here’s my head of marketing. Can you email them that? Here’s my head of sales. Can you also email them that, Hey, the three people, they’re gonna be at the trade show.

Are this and this? Can you also send it to them? They opened up. The doors to every decision maker. I love that you’re laughing. Do you want to say anything to

TIM: No, it’s so again, right? So this had nothing to do with what you, your business, but you were so client focused and right. So these people were paying really good money to be a vendor at this trade show. And what do they want to do? They want to maximize their investment. So this was just so brilliant.

Amanda: it? Yeah, it was. So what education can you create for your prospects where they are just, their mouth is watering. They have to have it. So we reached out everywhere to those dream 80, because I’m not spray and pray now I’m getting hyper focused before the event we started, we. We actually started with email, then we did direct mail, then we followed up with a call, then we messaged them on LinkedIn, then we reached out to them on Facebook and Instagram, and we sent them the educational video, and then we actually showed up to the trade show.

We showed up to the trade show of the 80, we got 35 of them pre trade show that said, yes, please come to our booth, we’d love to have a chat with you to talk more. We left the trade show with 68 percent of them saying, raving fans like, wow, I’m so grateful that we’ve met you. Yes, please. Let’s set up a follow up call 68 percent from a completely cold list of people.

But what have we done? We’ve hyper focused on who our dream clients are. We’ve led with an education and we created the experience that we are everywhere to them. We are in their face, in their place, in their space. And I anticipate right now we. I would say we have about a million in our pipeline right now, working with these 80.

And it cost me 6, 000 to do our initial first two months. I think it will take another, it’ll be probably about 10, 000 I’ll spend in total. So 10, 000 to generate a million in business is a pretty good ROI.

TIM: So what I love about this is two things. Number one, you didn’t get a booth, correct?

Amanda: No! No, I didn’t get a million.

TIM RAW: that is so awesome. And if you could share Troy had contacted somebody who like basically hung up on him or something. And then he reached out to him at the trade show, didn’t he?

Amanda: Yeah, we went up to his booth and we said, I know you didn’t really feel that we could provide you value, even though we were giving this free education. I’m actually a real human being, and I really do care. And, I wish you all the best. And he looked very uncomfortable. And especially as he sees us going, each booth is like celebrating us.

We were like, MVPs of this freaking conference because everyone was so happy to see us because we just led with Thank you. An education with value we were there to serve and they could feel that so great so I know that we’re we started a bit late too. Is it okay if I do just four more minutes?

TIM: Oh, yeah. No, absolutely.

Amanda: So different kinds of dream 100s that you can think about for your organization who are individual direct clients that buy more from you More often maybe your average client is worth to you ten thousand dollars But a great dream client is worth a hundred thousand dollars Like tim is saying I’m now working with more of my clients that I want to work with.

There are better quality clients that do what we do best. So who are those? We have to reverse engineer to make sure that our marketing is in alignment with and we’re attracting who are better clients are. Then you can go affiliates. Who are people that have. Hundreds, if not thousands of your ideal clients, and if you just go to that one person, you’ll get so many of them for me.

I speak a lot on stages. So entrepreneurs organization is a great one for me. I love keynoting there because I start to get in the door with one and I will get another I could get another 10 speaking engagements from that one organization, just making sure that I infiltrate their organization. Strategic partnerships!

Who can you sell your product or service to as an upsell, where they would be grateful, because then they may get, you could work out some kind of commission structure, where for everyone that they sell of you, They get paid too, and they already have the clients in the door. Might as well make more money from the clients that they already have.

Influencers or celebrities. Maybe you have one person that’s very distinguished in your, or in your industry, and if you got them to endorse you, then it’s like domino effect. All of them follow suit after that, as well as distribution channels, right? Control where they went straight to Walmart.

Who’s somebody that’s the bigger, better distributor for you? Associations as well. Cress, an exit strategy. Anything you want to say to this? Because there’s just so many different ways you can do a Dream 100.

TIM: Yeah. And that’s, excuse me that’s the important point, right? It’s not just one thing. It’s everything, right? Yeah, you might want to go and get your market to your clients, your dream client, so to speak, but also think about the affiliates and the strategic partners and the influencers and the distribution channels and on, because at the end of the day, It’s everything.

And if you’re coming from a position of education or a position of serving, very few people are gonna say no to that. Like your dad said, ask people questions they can’t say no to.

Amanda: Yes. And, my, my father called it the Dream 100 and then people think that they need a hundred. But very often, you could have just one. Who is that one that would completely change your world? And if you know that, What pig headed discipline and determination do you need to put into focus that you just spend, maybe it’s just one hour a week?

How am I gonna go after that one potential opportunity just one hour a week? So there’s quite a lot of steps. that I take people through 47 points to find your dream client because very often this is the stuff that they miss is they don’t understand how to craft that list. So normally it’s 50 bucks if you bought it on my website, but for anybody that’s listening right now, I’ll give it as a gift.

You just have to text the word gift to this number. It’s 727 615 8605. You text the word GIFT to 727 615 8605. I know you’ve gone through quite a bit of that process yourself

TIM: Yeah, it’s worth every penny. And

Amanda: For anybody that got it, it’s free,

TIM: well, it’s definitely worth it for free. I know there’s some people watch listening today. If it’s free, it’s for you.

Amanda: That’s good. So then if people ever said

TIM: Amanda, thank you so much. This has been so incredibly valuable. And I know that you’re, I’m sure you’re going to get some folks texting you to for the free gift. But again and I could tell everybody out there that our work with Chet Holmes International Amanda’s team has been incredible. It’s really helped us to focus on what we’re looking to do and attracting the people that we’re, that we can serve best.

Amanda: Yes, man, we covered a lot. I’m sure you weren’t expecting me to come with a full blown thing, but when you say, yeah, let’s do this, I come with the heat. So we talked about wealth generation, protecting your legacy, the most painful lessons I learned the hard way, how to create a legacy that lives beyond your lifetime, some of the steps that…

I learned that I recommended, and then also what the data said, and then you heard from Tim as well. And then, how to double your sales in the next 12 months, because it would be great that you’re making more of that money to be able to share with your own children, and for your own lifetime.

TIM: Yeah. And, that’s what it’s all about, right? We’re not we’re here at a very, for a very short time on this earth. And it’s really about helping [00:17:00] people, getting them to do the things that they want to do for the people that they want to do it for, right? And that’s the thing that I think a lot of folks miss because we’re so entrenched in just, building that business and moving ahead and being successful and, buying whatever you want.

It is that makes you happy. But at the end of the day. It’s really about the relationships, and that’s one of the things that I like so much about working with you and your team is We have relationships, And it’s you know, I could pick up the phone and call Troy or you or Jerry and oh my gosh it’s just every time it’s old home week and it’s really refreshing

Amanda: It’s been such a pleasure to do this with you, Tim! Thank

TIM: Thank you No it’s been our pleasure and thanks for, boy you really did come prepared and thanks so much.

Amanda: My pleasure.

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