Rich Schefren - 00:00:01
Hey, everyone rich. Schefren here with another segment of steal our
winners. This is the very first time that we've done a back to back guest
where we've had the guests last month and we're having the desk this
month. If you were paying attention last month, they told you this was
going to happen. We have Franco or Baez, right. Or Baez that's the right
way to pronounce it. Who I first came across because Shawn Kemp
introduced me to him telling me that he knew someone who had done an
event with 24 people at the event. He closed 23 of them this $18,000
program. Asked me if I wanted to interview him for you guys have steal
our winners. I was like, of course I do hooked me up. I started talking to
Franco and then Franco explained to me that not only did he do that, but
that all the leads that were those people that ended up at this event, he
had gotten for free.
Rich Schefren - 00:01:01
It wasn't only that he sold 23 out of 24, of his clients, this $18,000
program. That these 24 clients that went to this event, he didn't pay
anything. He and so I wanted to know about that and said, we would have
him back this month so that we could actually talk about getting people to
the event, selling them at the event and what that was all about, which
was the whole reason that Franco and I first came into contact. When I
heard that he got all his clients for free, I felt like I needed to first ask him
all about that. I know Franco is going to quickly summarize the, what we
covered last month, before proceeding into the, this month. What I would
say, and this is my way of kind of, recapping, what we covered last month
was that we've had a lot of media buying experts, in steal our winners
peop bull like Kurt, Molly, or, I'm trying to think, or Dennis you with his
dollar a day strategy and, or like Scott Oldford with his ROI method,
which is relevancy, omnipresence intimacy.
Rich Schefren - 00:02:19
All of these are based on this idea of spending amount of money each day
All of these are based on this idea of spending amount of money each day
on a bunch of different pieces of content that then will show up in people
that you've pixeled because you've advertised to them and they've clicked
on something that was relevant to them. What Franco figured out was you
could get the same benefit, not by advertising to those people, but by
joining a group where those people would be friending those people. Once
you friend, someone, what ends up happening is that Facebook shows you
stuff that your friends are doing. Franco has a bunch of evergreen content
that then he pushes it out and his friends, it and his friends are the
equivalent of what Scott old for Kurt, Molly, Dennis, you would consider
the audience that they paid for by pixeling and advertising to them, right.
First advertising to, you know, more general.
Rich Schefren - 00:03:14
If they clicked on it now pixeled and would therefore be doing that several
dollar a day strategy with many pieces of content, but Franco bypass that.
What I loved about that is for many people who are just starting, this is an
easy way to like remove the barrier of being able to be effective without
spending any money. It wouldn't be necessarily the strategy I would use,
like based on where I'm at in my life. Like I'm gonna always choose money
over time. I'd rather spend money than give my time because like, I don't
have enough time, for all the things that my business needs for me, but
many businesses are not at that point. The first couple years of my life and
my business, I wasn't at that point and would have gladly done sweat
equity, for areas that would have cost me an outweigh and not been,
certain that I'd get that outlaid back plus.
Rich Schefren - 00:04:11
I'm excited to have Franco here for both reasons one too, because he got
these people for free, but two even more powerful is he took a bunch of
free people, monetize them and then seriously monetize them later. What I
told Franco was, I'm not even sure what questions to ask, because I don't
know the process. So I'm handing it over to you. Franco I know you might
show us a video. You might show us some slides. I'm not sure where we're
going to go with this. I don't even know if but I will ask questions as you
go along and be the advocate for our clients. And it's all you.
Franco Urbaez - 00:04:49
That's fantastic. Thank you rich. It sounds super impressive. Whenever you
say that way. I wish I could word it that way. That's awesome. Thank you
so much. I appreciate it. You back your honor, to be the first time you had
somebody back to back like this. That's really cool. I really appreciate it.
Yeah, as rich said, guys, I'm going to kind of take you through, like just a
recap of what we talked about last month. I highly recommend you go
back and check out that video because it really goes in depth there. We're
going to show you how we're, rich that we seriously monetize it on the
backend through a live event. It actually gets even better when you dive
into the numbers, it gets really exciting. Just to recap real quick, about,
what we covered last month, pretty much, we covered like this entire
organic marketing strategy where your friends are like rich, put it,
essentially your leads are your dream clients that you want to work with.
Franco Urbaez - 00:05:38
So, simple and simple enough, you just jump into the Facebook groups
where, your ideal customer avatar is hanging out and you put some
contents in there and you comment and you become one of the guys and
then you connect with those people and send them a friend request. When
they accept your friend request, you send them a welcome message and,
through messenger, and then you just steer that conversation on a book,
call it's super simple, just like that. We got really detailed in the previous
videos. I highly recommend get, watch them. When we take people
through the messenger framework, then we get them on a call and then on
that call, you're selling them into whatever product or program or service
you provide. For us as a coach for agency owners, it tends to be that, one
of our coaching programs that we just enroll them into.
Franco Urbaez - 00:06:21
On that sales call, we have different offers anywhere ranging from a
thousand dollars to, as you'll see up to $18,000. Every single one of these
people that attended this live event actually, paid us anywhere between
5,000 and 6,000 just to join our initial program. When they were on the
inside of the program, they had to pay another thousand dollars to get to
the event. From the event, we upsell them into our higher ticket coaching
program. That's kind of the lay of the land. I want to jump into why I
believe it worked as well as it did. I've been counting, this, there's 24
people, we close 23 out of 24 of them, 95.8% conversion, which is like, I
I've been touting it as like a world record and something that hopefully
somebody corrects me or actually hoping to somebody, it doesn't crack to
me. Rich you, when we initially shared that with, you said like, dude,
chances are, you're probably charging too little, which is awesome at
$18,000 price point.
Franco Urbaez - 00:07:15
I'm probably charging another too little for that. So yeah.
Rich Schefren - 00:07:19
And, I noticed that one, were talking right before we turn the interview on,
that you had sent me last week so way after the interview, but before this
interview, the framework that we discussed and I just uploaded it to the
platform. Even if you watched the previous interview or you read the
transcript, the messenger framework, wasn't there it is there now. I'll
probably tell Matt to also, included here. I had some co a couple of
questions that might be obvious based on looking at the framework and if
it is, I apologize. But, okay, so just a couple of quick questions on what we
covered and possibly what we didn't, I'm not sure. First I think we
probably covered this, but I think it's probably important to just, mention
it again, because it's the first question that pops into my mind. If you join
a group and you want to be active in that group, so that people notice you
first and stuff like that in general, how long are you doing that before you
start sending out a friend request? Is it generally a week? Is it two weeks?
And is it a day and how much content are you trying to put into that
group? or is that not that important?
Franco Urbaez - 00:08:34
It's not that important. You can jump into our Facebook group as soon as
you get accepted and you can start this process immediately, because,
people don't know where you, sent them a friend request from, unless you
do, or just tell them like, Hey, I can do it from this Facebook group and
stuff, which I don't recommend doing that because you might come across
the wrong person and then they'll be like, tell the admin, like, Hey, this
person is like poaching people out of your Facebook group or something
like that. Right. Or just wanting to connect and sell their stuff, like your
members of your Facebook group. And then you just get quickly banned.
So we don't do that. Just a, Hey, Jane, what's going on? And it was that
we're in a few different groups together, or we have a few different mutual
friends together.
Franco Urbaez - 00:09:13
Or I saw that, I noticed that you are in the digital marketing space where I
noticed that you were in realtor space or whatever the case is, how's
business coming along, right. Something like that. That way there's no
connection to where, it was just happenstance that you just happened to
send this person in front request and started a nice conversation. And
then,
Rich Schefren - 00:09:29
It might, you might go over all this in the, actual, in that messenger
framework, but how do you, so if you don't have to get into the details of
it. You can just reference it and people will look at it, but how do you
transition that from a friendly conversation to getting on the phone and
are they getting on the phone with you or are they getting on the phone
with like a quote unquote closer? what does that look like?
Franco Urbaez - 00:10:05
Yeah, you can do one of two different ways. First you want to build a
Yeah, you can do one of two different ways. First you want to build a
report. I always say like the first, welcome message is pretty much just to
generate a response. Like you really just want somebody to respond back
to you then from there, you lead into some either or questions, and again,
like they're shown us, we'll have like the kind of detailed structure behind
that. Just to get the, to answer your question, you kind of give them that
more questions and those items or questions will lead them naturally to a
sales call. If you ask the right ones, and you have to be strategic between
asking open-ended questions or either or questions. We go through that,
concept of arts, which is just a simply acknowledge what they said,
respond appropriately to what they said without going into a rabbit hole
and then transitioned back into your messenger framework.
Franco Urbaez - 00:10:49
Then, yeah, same question about the closer side of things. Yeah. Yeah. You
can just simply say like, Hey, what tomorrow work for you at 3:00 PM? Or
you can say, Hey, I've got a, yeah, after everything you might've asked
them some qualifying questions and so on, and you might say, Hey, I don't
know. If I feel like I might be able to help you out, you can give an offer
your recommendation and then they say, yeah, sure, absolutely. I'm open
to it. Cool. I really think that it would benefit you to set up a time to talk
with my chief of staff, my right-hand man and my person, something like
that, client enrollment, whatever the case is, Jim, and he'll be able to walk
you through a lot of our programs and see what it would look like for us
to work together, or are you open for that? And then Nancy was like, sure.
Franco Urbaez - 00:11:32
That's how we kind of connect them. Got it.
Rich Schefren - 00:11:35
Yeah. That connection is what, like, you just send them to another
messenger. You three-way in that messenger, you send them a link to
schedule the call. Like what is it?
Franco Urbaez - 00:11:45
Yeah. If they are, on Facebook, you can definitely do a three-way group
chat, but I always like the sales process. We call it money flowing river,
and we want to remove as many dams as possible. I'm going from one
message into another group messages, the chance where somebody might
in that exchange. Instead while I have them there, I'll just go ahead and
either, and being strategic about this only to send them to my funnel, I'll
send them to my calendar link, or I'll actually just book a date in time for
tomorrow, et cetera. Manually put it inside of the calendar.
Rich Schefren - 00:12:18
Got it. At this stage, are you still doing those calls or do you have a clue?
Franco Urbaez - 00:12:22
I do. I do have the closer, I do have closer in fact again, to the point where
we also have, maybe I shouldn't say this, I actually took it, ?
Rich Schefren - 00:12:29
Yeah. You have someone else. Who's actually you doing the messaging. I
get it. The when you first started though, you were doing the closing. I
would imagine,
Franco Urbaez - 00:12:37
Yes. I was going to closing the setting and everything like that. Right. We
actually just now transitioned over into like, I took back over my
messenger, but we have a team of centers that are using their own
personal profiles, leveraging my content. Got it.
Rich Schefren - 00:12:50
The, and so last question, then you take over and take this where you
want, at what stage did you transition from you doing it all to you doing
enough volume that you thought this would better off by somebody who
was like a full-time or commission only, or whatever, however you set it up.
What was that? You don't have to walk me through what you did that
people can learn from someone else at another time, but I'm just curious
in your business development. Yeah. When did you pull yourself out of that
role? Because that's a scary world to pull yourself out of, one, how, you're
now bringing someone else into your system that is making you money.
They may be able to do as good of a job. Maybe they'll even be able to do
better. They might do worse. You're also exposing what you're doing and
maybe they run off and try and do it.
Rich Schefren - 00:13:48
Who knows, owners are worried about stuff like that. What was it for you?
Like at what point were you like, okay, I need to get someone else doing
these clubs.
Franco Urbaez - 00:14:00
I haven't experienced all of those things and it wasn't just, the closing was
the setting as well. But, I remember, going in there and, like we got like all
these clients and I really focus on delivering and making sure that we,
there's no sense in bringing all these clients in a wide open back door,
them all. I, I, really focused on delivery and I saw the pipeline just continue
to grow and something now it's just like, literally there's no time. I wanted
somebody that was the setter and the closer that would be able to go in
and leverage my own profile and see all the low hanging fruit in there. I
had no idea of the tens and tens of thousands of dollars that was just
literally sitting there and unanswered responses inside of my messenger. I
was like, it would be so easy to get on all on calls with so many more calls
with these people.
Franco Urbaez - 00:14:49
I just need somebody else to come in and do it. When we brought the first
person on, I remember, like we trained them up and stuff. And I was
actually on date night. We do date night with my wife every Wednesday
night. Went out to like an Outback steakhouse and I was just sitting there
with her. All of a sudden, like, I get the notification I'm not supposed to on
my phone on date night. Right. I get the notification and Jim's like SOS.
I'm like, I, like we got to say, and I was like, yo, it's his first call. I was like,
no way. I don't believe it. Right. It's like a search. Like I don't know what
to do now because he was supposed to like fumble his way through it. So
it was cool. We went back to the office, handling was excited and then we
like walked through that process.
Franco Urbaez - 00:15:25
Since then, like, it's been, it's just been skyrocketing since. Yeah. Got it.
Speaker 2 - 00:15:31
Do you still have just one person who's closing or do you have multiple?
Franco Urbaez - 00:15:35
No, we still have just one person on is closing right now. Yep. All right. So
yeah, absolutely. Then, through that whole organic marketing strategy, we
always people into our coaching programs, anywhere between they paid
anywhere between five and $6,000, for this particular core program,
depending on when they joined. Then, we have a culture, so I think a lot,
there's a lot of reasons why this worked. Right. So, while we're bringing
all these people, I personally handpicked the people that I thought were,
going to, where like they had like the right mindset and that they also, had
the skill sets as well. Right. I think through that, there's this a formula
called the success formula. Right. Like, how do you have success in a, why
is it that some people have success right out of the gate? Why is it that
some people, like take forever to achieve success in business? And then
why is it that some people never have success? And so I've come up with
this like success formula and what it is.
Franco Urbaez - 00:16:32
It's it's like three assets, it's a strategy skills and self-confidence okay.
Strategies, skills, and self-confidence all align and that's when you have
success. The people who have successful right out of the gate, okay. They
ha they come with the skill sets, they know how to sell. They know how to
do all these different things. Right. They're very tech savvy. They they just
got the skills and then they have the self confidence. They believe in
themselves. They believe it's attainable. They don't have a problem with
selling or anything like that. Right. All they need is a strategy. You just tell
them what to do, and then just go on and execute. Right. These people just
hit the ground running and they just scale quickly. The people that take
forever, it's one of those problems. Okay. So, they might have the selfconfidence in themselves that they can do it, but their skills aren't there
yet.
Franco Urbaez - 00:17:13
The copywriting isn't good. Like the design isn't good. Like the sales, the
messaging isn't right. Offer isn't right. They don't know how to talk to
people, et cetera. They have to stay in the game long enough to get a good
right. They just have to develop their skill sets. Once those skill sets
aligned with the strategy and the self-confidence, they take off or vice
versa, somebody comes in and they have the skills, they have all that stuff,
but they don't have the mindset. Right. So, I am a firm believer that,
people love to be sold to. You always hear the adage, people will go to,
and they love to buy. I I disagree. I say, people love to be salted. Cause I
know I love to be sold to I, if I have a problem and somebody comes to me
with a perfect solution, I'm taking it 99% of the time.
Franco Urbaez - 00:17:53
I believe that, right, some people don't believe that. They might have the
skills and then what would be most persuasive person in the world. If they
feel like salesmen are slimy, okay. They're not going to be able, it's going
to come across in their body language, intonation of their voice. It comes
across in everything. They let people off the hook, they don't push and
different things like that. Right. That, finally matches their level of skill
sets, then they take off. Right. The people who fail and never get there.
Well these people, just had just decided to not stay in the game long
enough to get good right. To fix it. That's like my little successful I'm
mean, so I, with that in mind, I said, okay, out of my coaching students
and some of that who were the people that are going to most realistically
have the most success.
Franco Urbaez - 00:18:37
Right. There's, but then I also I'm super ethical. That's who I had in mind
handpicked. I had to come with, criteria. Okay. Who actually completed all
of their monthly payments and so on and so forth. I, all I did was pretty
cool pre event, listening, my wife and I just literally in this I'm in my house
and stuff like that. We were on here and we did a Facebook live inside of
our coaching programs and that Facebook live and was about 15, 20
minutes or so exciting them giving them all excited about the mansion and
everything like that. All I sent them was a picture of the outside of the
mansion. I, and I got them excited about like, all the effort that went into
it, what we're looking to do for you guys, we're going to break you guys
through and like all these different things.
Franco Urbaez - 00:19:18
Everybody started roaring in the comments because we, because of the
culture we created, then all I did was one by one, send them out a, if your
messenger in audio clip, it was a two minute audio clip. I just send them a
message that, Hey, you are formally invited to the BD live event. Our very
first big dreamers live events for the community. You get to, kick it with
inner circle and all these different things. I said, let me know what you
think. Every most everybody, and the Facebook live video, I told them it
was a thousand dollars for the ticket and everybody that we pretty much
everybody that we messaged, reached out to us and said like, yes,
absolutely send me a PayPal link. Then, they paid to get their ticket. Okay.
Rich Schefren - 00:19:57
Got it. Let me ask you a couple questions there on that first. So, okay. The,
before you eat, before we get to the event, right, like you just explained,
like how you marketed the event and sold the event. I have a question
about that, but before I even get to that, like pre that, right. From the
messenger framework, they, then they're going to be, they're going to get
on the call with someone and they're going to be made an offer for like a
coaching program of some sort. Right. In general, what does that price
range from? Like top to bottom? Or give me an average or something that
like, what does that generally look like?
Franco Urbaez - 00:20:41
It could be 5,000 to $30,000, so, yeah. And the,
Rich Schefren - 00:20:48
What does that price based on like what they need, like what their goal is,
w like, what is it?
Franco Urbaez - 00:20:55
I think it's the industry. I think it's what the, is price space around the
industry average, I would say, but then also, like the length, the longevity
of the program, right. This program in particular that I'm mentioning our
core offer, was a 90 day program. Like if you go to $30,000, it is a, usually
a year long program. Yeah.
Rich Schefren - 00:21:19
Like at $30,000 a year long program, is it just all group stuff or are they
getting on the phone with you personally? Like just, this is more out of
curiosity.
Franco Urbaez - 00:21:30
Yeah, no problem. I personally don't have a 30,000 loan program yet, but
I'm in a bunch of 30 still, even though, crazy as it might sound, it's group
coaching, right. The content portal, and it's jumping on and really
learning from extras at that level, you probably have other coaches that
are coming in to help facilitate and your own calls and so on. But it is still
a group dynamic. That's, I think they call it mastermind for a reason it's
because, you can learn so much from one person, but when you have the
mastermind leveraging, network, right. It's really like people are buying at
that level, buying into the network of people.
Rich Schefren - 00:22:08
Got it. Let me, so you did a Facebook live about this event and I don't
know, like, so my mind went to like what you might've done, but you might
not have done this. Let me ask, did, so you did a Facebook live, but it was
inside your platform. You just did a live stream inside your platform.
Franco Urbaez - 00:22:32
Right. Facebook groups. Yeah exactly. The paid Facebook groups.
Rich Schefren - 00:22:37
So, and for that, like, was it more set up, like, this is what we're doing.
We're really super excited about it. You should be too, if you're invited,
you'll be getting a message from me or like, so that when they got the
message, they were excited that they got the message and they were
selected or like, could someone have bought right then and there, when
you announced it?
Franco Urbaez - 00:22:59
Nope, Nope. They they could not have bought it right then and there,
when they announced it, they had to be personally hand selected. And I
phrased it as an apology. Interestingly enough, so when I did my Facebook
live and just said, like, guys, you guys know that, like I wish every single
one of you guys could be at this event. We found the best house in the
biggest house that we could find. And it's, it sleeps 36 people. Okay. Like
we have our six people, and then we have, inner circles. I promise you
guys, you're going to be able to bring your spouses as well. So, and a
spouse has had to pay a thousand dollars for that as well to be there. I
also wanted to invite, 12 people from a 30 K agency as well, to come in as
and really from this.
Franco Urbaez - 00:23:46
And, and that's what I said later. Unfortunately not everybody's going to
be able to come. We reach out to you and stuff like that, just be on the
lookout for your audio. I really developed this exclusivity, like, am I going
to be put in Megan? We picked him Mason. We sent them an invite, it was
just like an almost instant, immediate reaction, like, Oh my gosh. Yes.
Yeah.
Rich Schefren - 00:24:04
Right. That reminds me of, for, just for steal our winners subscribers, it
reminds me of Scott Oldford dislike. He did a challenge. This was in the
last interview of Scott that I did. He did a challenge video that did like a
million and a half or something like that. Backend sales to a relatively
small group. There was like a couple hundred in the challenge and the
offer there was, if you fill out this like assessment at the end of the
program, I will personally text you back. Like what I believe is the next
best step for you, whether that's with me with someone else or nothing
else, like, and the conversion rates were off the chart because he was kind
of making personal recommendations to each person through text. I'm
curious, why did you do an audio message as opposed to a video message?
Or like, was there any logic there or no?
Franco Urbaez - 00:25:02
Yeah, there was no, there's no time to be honest, when I did these
presentations at this event, I created the documents. I had never practiced
a single one of them. On top of that, I had never really publicly spoke.
What I mean? Like at an event like this and stuff like that. I created this, I
was like under the gun. So I was like, Oh,
Rich Schefren - 00:25:22
Meaning an event, right? Like this was you at your house doing the thing.
Right. What do you, I'm not sure I understand what you mean.
Franco Urbaez - 00:25:31
Oh, no. What I mean is like, so I'm in my house and I'm creating the
presentations for this event. I have like these word documents, these
Google docs, and I'm just like creating the presentation. I'm like, okay, this
is the presentation, this is the format of it, but I've never actually formally
delivered this even in practice. Right. There's some, I was going to run
through this presentation was going to be in front of the live audience in
Orlando, Florida at the mansion, because I had no time, literally the day
that we got there and my entire team was organizing the entire thing. And
I was, it's funny story. I have this thing called riding the rain. I write in the
rain is like a little notebook that is waterproof. I take 45 minute showers
and stuff like that. And I'm always strategizing in there. I'm like in my
suite and like in the bathtub and I'm like finishing up one of the
presentations for literally tomorrow.
Franco Urbaez - 00:26:18
What I mean? So that all the time, but yeah.
Rich Schefren - 00:26:22
Did you not invite these people until soon before the event? Like, was it
also a short timeline?
Franco Urbaez - 00:26:29
No. No. It was like about a month before the event that we actually
announced it. Right. Announced like a month before? no, it wasn't a
month before. It was like a couple months before, but I just went through
and I was just like, had all these people to reach out to, and I just voice
message at the due Digger. I just had all these different things. There was
no strategic point behind it. I said, versus the audio message.
Rich Schefren - 00:26:50
I got one of these in the mail the other day as a gift for something I did,
this Bose, speaker that is like completely waterproof. Oh yeah. Really
loud. Like I like to spend some time in the shower too. Like, generally I
have my iPad, like, where I can see it while I'm showering and now I can
hear it like really loud. It's kind of, but, okay, so you did that and that
makes a lot of sense in and of itself. Like, I think there's a learning thing
from that, right. Like instead of, even like you had a rationale and a
reason why as to why it needed to be limited and, but you told everyone
about it and got them excited. If they got personally invited, that now they
felt honored and they felt like at least an obligation to get back to you.
Rich Schefren - 00:27:45
Did you give them, so I just loved that as a strategy in and of itself. That's
why I wanted to highlight that. I'm curious if you gave them a, because I
would imagine you would as a marketer, let them know that you can only
hold the spot for so much amount of time, because then you're going to
have to invite someone else. They had a limited amount of time to get back
to you too.
Franco Urbaez - 00:28:08
Exactly, exactly. They're easy saying behind that is because people need
time to brush their teeth, all of these things. Right. So, we said that they
have just put a $250 deposit down, like, so when we invite $250 deposit
and you can pay the seven 50 over the course of the next month. They paid
it. If they didn't pay it, then we would give their spot to somebody else.
And so we had to,
Rich Schefren - 00:28:31
How long did you, how did you tell them, like, I think tell them how long
you were going to hold their spot. Like unless you got the two 50 deposit,
like, was it 24 hours? Was it a week like,
Franco Urbaez - 00:28:43
Oh, before I got the deposit.
Rich Schefren - 00:28:46
I left them a message, that message had to let them know they needed to
take some action. Maybe it didn't take some action because, I've only got
20 spots. You're one of those 20 that I'm inviting, but it like, but, as the
like, but if you don't get back to me, I'm going to feel really stupid holding
this spot. I'm going to need to give it to someone else. I need to hear back
from you in such a period of time,
Franco Urbaez - 00:29:09
That first audio message did not contain that. I just said that they were
going to say yes. I just said, boom, LA, are you going to be able to make it
right? and then they said, so I didn't even ask for money or anything like
that. I let the, I let the live video say that, I just said, Hey brother, like, and
you're officially invited to, but we'll have lessons that are, it's between
this, they in the same stuff. Are you going to be able to make it right? And
then when they say like, yes, absolutely. I'm there and stuff like that.
Sweet. Awesome. Did you get a chance to watch a Facebook live video
that we created? and then they were like, yeah, something like that. Where
do I send the money too? That's how it went down. Somebody said like,
Oh, can I get more time or everything like that? I was like, okay, well now
when they say that they don't have the money there, then I would just say,
okay, cool.
Franco Urbaez - 00:29:51
Well I really need to deposit by this time next week. Right. I give them a
week to give the deposit, they got it in. They had the rest of the month to
do it. Yeah.
Rich Schefren - 00:30:01
All right. So anything that other B, okay. Now we know how you sold the
event. Anything important?
Franco Urbaez - 00:30:10
No funnel, no. Anything just a face to a page, to a messenger, to a PayPal
link. Yep.
Rich Schefren - 00:30:16
You know, when the offers, right. You don't need a lot, that to make it
happen. The, anything that's important to discuss from that moment, like
when they've either put down the deposit or paid the whole thousand to
the day of the event, or not much there,
Franco Urbaez - 00:30:35
I think it's a perfect segue actually. Okay. I the whole event, every single
I think it's a perfect segue actually. Okay. I the whole event, every single
presentations, I think there were seven presentations total. What we
stripped apart was one sentence. All of the content of the event was one
sentence that I firmly believe in, which is if you can get the right offer in
front of the right person with the right message at the right time, you
make the sale a hundred percent of the time. Right. So right. Offer right
person right. Message and right time, all those things need to be aligned
and you make the sale. I think the reason I say it's a good segue is because
the one thing that I want to point out is if I had the wrong people in the
room, then I would, I don't make the sales that I do. Right. That's
personally hand selected the people that I wanted to come.
Franco Urbaez - 00:31:16
There was a lot of thought if the majority of the thought was behind who
we're going to get in the room. I just want to elaborate that point, very,
clearly it's like the people that you think are going to be able to have the
most success, with your offer on the tail end on the back end. Yeah.
Rich Schefren - 00:31:34
Let me ask you this too then. Was that, did the program that you pitched
at the event, did that come with a guarantee?
Franco Urbaez - 00:31:44
No. Okay. Cause.
Rich Schefren - 00:31:46
Like, so one of the things I've done, which I think a lot of steal our
winners, subscribers might know, but it's, I haven't looked through the
roster of all of our clients. It's hard to say, my very first coaching program
that I did was by application only. I was speaking at an event and I had
never sold from the stage. That was kind of freaking me out and I didn't
really want to sell from the stage because what if nobody runs to the back
of the room, I'm going to look like an idiot. I decided not to sell from the
stage and said, all I was selling was you can fill out the application. Right.
And, and because I was doing application, I, I, then this all kind of came
together, but like, it's so much, it sounds so much smarter than the
thought that went into it.
Rich Schefren - 00:32:38
It just happened. Be smart in hindsight. I put a really strong guarantee.
The strong guarantee was, you will be making like two things will be true
at the end of this program, you will be making double what you're
currently making now. You will be working half as much, or I will give you
a complete refund on the program. This is when I was personally
coaching, like were working one-on-one together. Like and so that got a
lot of people to apply, right? Because now it's like no risk, like either in a
year from now, you're going to be making you're begging for X really.
Cause you're working half as much and making double, or I'm giving you
back all the money that you had spent getting personally coached by me. I
have like 40, some odd people apply, but I only selected, I only wanted 25
and I actually like selected 23 and then added two more people that like I
kind of was like, well, we'll test.
Rich Schefren - 00:33:37
The 23 that I definitely picked out of the 40 whatever, where people, I felt
I could deliver that result to, like, I was, I put the guarantee out there, but
knowing that there's a lot of people I can't, I don't know that I can fulfill
that, but I'm not gonna accept them. So it doesn't matter. ? Right Like I'm
only gonna accept the people that I feel like that could actually happen.
Right. Because if it can't happen, I'm just going to get on the phone with
this person too many times for free. So so that's why I was asking. That's
why, like I was able to in my first coaching group to just get an insane
results, because I personally selected every one of those. I mean, I didn't
have a huge universe. Right. I only had like 40 some odd to choose from,
but it was more than enough to choose from a standpoint I got rid of all
the people that I just didn't think could, I could get the results.
Rich Schefren - 00:34:29
So anyway, yeah. So okay. I would think though, and tell me where my
thinking is wrong, because I think I would've made this a mistake. I, I
would imagine that if someone had a problem getting the thousand dollars
together, that they probably wouldn't be a good fit for the event, because
if I want to sell them an $18,000 thing, if they have the script, if they have
to scrape to get a thousand dollars, it doesn't bode well that they're going
to be able to spend 18,000.
Franco Urbaez - 00:35:00
Yeah. We face that problem. I, like we face that problem. There was
people coming into the event. I honestly, going into the event, I was going
to be happy and we had 10 people close. Like that's what I thought was
going to happen. Cause I knew like temporary number would have been
like 40%. Yeah exactly. So, but these people came in and when they came
in with such momentum excited about the event. They put in work, leading
up to the event, right. To be able to afford it and be there and everything
like that. They hustled, they got clients even like, before they got to the
event, I dunno. It was just, but also there were some people that
unfortunately, like were just ethically bound to bring them to the event
because they hit the criteria that we right as somebody else who's just
joining the program that I really wanted to come.
Franco Urbaez - 00:35:56
I couldn't take this guy's thought because what I mean? So I just, I
maintained the ethics behind it. The guy hustled hard and, came clients
and everything like that. So and then he signed up too. So it was cool. All
right. What take me for a whole, going back to the segue of that, right?
Like, the entire event, I, I really feel like it works, because of, two, maybe
three different things. The first is, and maybe I will share my screen here.
We actually had, a presentation, where it's like called the hidden agenda,
right. The head on it was like pretty much how to get anyone to buy
whatever you want to sell them. If you go down over here, I'm like, this is
like the concept of a successful promotional campaign. I say the key to a
successful promotional campaign is to take your prospect on a belief
shifting journey with your content and then presenting them an irresistible
offer that solves an immediate real world problem there.
Franco Urbaez - 00:36:53
If you do those two things, then you went right. You'll make the, to make
the sale. I honestly think that for us, part of the reason why it was, we
had, at crafted those seven presentations in a way where it's like, we call it
the hidden agenda, because the value at the top, the face value of it, where
everybody, so just imagine like the people sending the audience, seeing
what's going on, right. You're seeing like the magicians like tricks and
things like that. Right. There's people behind the scenes that know how
the magician does his tricks and then, all these other things. So they are
seeing something different, right. They're really watching the audience. So
we have the face value, right. Which is that sentence and how all of our
second presentations ripped apart that sentence. You make this a hundred
percent time if you get the right offer in front of the right person with the
right message at the right time.
Franco Urbaez - 00:37:43
We had each individual presentations, so we had for the right offer, we
had, marrying or actually great person marrying your dream client. Okay.
We had the right offer, the irresistible offer. We had the right message. We
call it hell's best, kept secret, right time, the content conversion formula.
We ripped apart that sentence, that was a structured entire conversation.
That was the face value, but the hidden agenda behind the scenes what's
going on okay. Was really changing and weaving the different things that I
needed them to believe in order for them to say yes to the offer. Okay. We
had the face value, which was giving them real value. We also had, those,
hidden agenda points. Theme that covered those hidden agenda points
was you will never see some money living a seven figure life while having a
five figure mindset. It just doesn't happen unless they win the lottery.
Franco Urbaez - 00:38:35
Franco Urbaez - 00:38:35
Right. But you, but it's okay. If you have a seven-figure mindset and you
find yourself in a five figure situation, that's just a matter of time before
you get there. Right. So, but they had to believe just one of those. That's
an example of one hidden agenda point. I sprinkle these hidden agendas
all throughout every single spot in our entire event. They came in, the very
first presentation was welcome to big dreamers life. If you go and look at
our logo for it, and this was our logo, can you see my screen right here?
Yep. Okay. So this is our logo right here. Break the limit. We ha we
designed even this logo. Okay. It's all about breaking through your
comfort zone. Every single one of our presentations was about breaking
through your comfort zones. Inside was the comfort zone, right? And then
on the outside is all of your talents, skills, abilities, unused potential, right?
The edge of the screen, like we had these sprinkled all throughout the TV
screens, all throughout the presentation, the edge of the screen is your
true potential that you can actually reach.
Franco Urbaez - 00:39:41
Right. In order for you to achieve that, when you can actually are destined
to become, you have to be able to break out of your comfort zones. We
turned it on the tent and the hidden agenda was the comfort zone. Isn't
really your comfort zone. That's your danger zone. Okay. Your zone is
where you go to die, right. It's like, growth happens on the outside of your
comfort zone. I spent the presentation, I like the event to walk them
through the concept of, if you break out of your presence, break out of
your comfort zones and you make it a normal habit. If I can't, then I must,
that's a slogan that we live by. If I can't, then I must. Right. It's like, if I
feel uncomfortable doing it, I know that's my North compass. I know that
I'm going in the right direction.
Franco Urbaez - 00:40:23
Right. These are the points that weaved inside because they had to believe
like, okay, I have to break out of my comfort zone. That first, welcome to
big dreamers life. We asked for three things we asked for, we have to get
their buy-in. We had to get the permission and we have to get their
commitment. Okay. So, in order to get their binds, like guys, you guys
traveled all the way from everywhere in the world, everyone in the country
to come to this event. Okay. If you are not coming here and playing full
out, right, then you are robbing from yourself, okay. You are going to get
from this event could change your license. This could be the pinnacle that
changes your life forever. If you allow it to, so you need buy-in. Do I get
everybody's buy-in right. Everybody says, yes. And we got their buy-in
cool.
Franco Urbaez - 00:41:05
Now we're going to ask for your permission. Okay. As a coach, I, I need
your permission to be able to push you outside of your comfort zone.
Again, a tie into you don't get a seven figure life with living in a five figure
mindset. We're here to break your limits and to break the limit. And that's
what it's called. All he's doing things. In order to do that, we have to, it's
not going to be pleasant. It's going to hurt sometimes much, like when you
are, working out at the gym and you're breaking through your Macs and
stuff like that. Right. It's painful. Afterwards it's like, it serves your
purpose, right. I need your permission to allow me to push you whenever
you're uncomfortable. Right. Are you guys cool with that? And they're
giving me their permission. I said, now I need you to commitment.
Franco Urbaez - 00:41:46
Okay. I need your commitment. Like these are your brothers and sisters
here because we have this family culture and sisters here. I need you to
come in with any single time that you guys, see a brother and sister, like,
struggling with the limiting belief throughout this week, right. That you're
going to, they're going to take them aside and you're going to help them
push and break through their limiting beliefs. Right. That's like the hidden
agenda of like, an example of all throughout the presentations. Okay.
Rich Schefren - 00:42:16
Yeah. That makes total sense. A couple things that, I wouldn't imagine you
would know about me. Like, there are some similarities in what you said
there. I just want to, like, for people who know my stuff kind of
underscore it. I'm Kenrick Cleveland, who's a persuasion guy. Him and I w
like when I first, invented automated webinars, don't know if you knew.
Franco Urbaez - 00:42:44
That, but,
Rich Schefren - 00:42:46
Yeah. Taught it to Russell, taught it to a bunch of people, taught it to
Mike, Phil sane and gave him my software. And then that became webinar
jam. I mean, our software is better because it was internal and did a lot
more than that, but that's what it became. I didn't really know how to sell
well, cause I'm a marketer at the end of the day, not a salesperson. I've
gotten really good at marketing so I could avoid selling. And, one of the
things that we developed, Kenrick and I was, we called it a chain of
beliefs, which has become like a, a lot of people teach now, which is just
basically like, what's reverse engineer, what people need to believe in
sequence, like, to, so that the last belief, the last believe they have is I need
to buy this right now. Right. It doesn't, people don't come in that way.
Rich Schefren - 00:43:39
We're going to start with what beliefs they have now, and then what
sequence do those beliefs change? And then, another concept that I
created that isn't really that out there, the chain of beliefs for whatever
reason seems to have gotten a lot more play is called the core concept.
The core concept was my way of trying to come up with the equivalent of,
a USP, but for marketing. So right. Like if your sales letter has, or your
sales message or whatever has your USP, the core concept should be the
one belief that if they fully absorbed and believed that it would make your
USP, the default decision. I developed that concept, the core concept from
my reports, because that's how I sold a lot of my stuff. That's what got
me, my start, like I wrote this report called the internet business manifesto
that went viral and that got me a ridiculous amount of clients.
Rich Schefren - 00:44:41
The core concept of the internet business manifesto is entrepreneur,
opportunity, secrets, fail, strategic entrepreneurs succeed. Right that's it.
Right. If I can convince if I can get someone to believe that opportunity,
secrets, fail entrepreneurs, succeed, strategic entrepreneurs succeed, right.
If I, if they believe that and I convinced them that they're an opportunity
seeker. My coaching program is the only program that can, that
transforms opportunity seekers into strategic entrepreneurs. Why is it the
only, because I'm the one only one person who said it, right? Like nobody
else had a coaching program that was designed to transform opportunity
seekers into strategic entrepreneurs, because I kind of coined those terms
as well. That then my report then was a bunch of, kind of similar to what
your entire weekend, I guess, or presentations was of weighing down the
groundwork so that they come to that conclusion. Because another part of
it that I always teach is revelation before explanation.
Rich Schefren - 00:45:48
Like I want you to think it before I say it. I'm going to try and lead you to
that thought as much as possible before I ever have to say the thought. I
say the thought I'm confirming what you thought, not trying to tell you the
way things are. Right. And, and certainly there, I made, the internet
business manifesto made me well into eight figures, right. Not so in the
tens of millions, and there's no question that an event is a lot more
powerful than a report because you are controlling the entire environment
as opposed to, someone sitting and reading something. So, I'm curious,
like, I, I don't want, I want to be, respectful of your time and also
respectful of the people who are watching this, where I think I like an hour
in, at this point, cause were talking for a bunch. I wanna make sure you
cover what you feel is most important.
Rich Schefren - 00:46:50
Rich Schefren - 00:46:50
I'm also curious as to, how you, without going into too much background.
Cause I don't think it's as critical for most people, but I'm very impressed
with everything you just said. Primarily because it took me I'm 50, right?
Like you're not obviously,
Speaker 3 - 00:47:17
I'm editing, it took me a long time to do what I do and get good at what I
do and yeah.
Rich Schefren - 00:47:22
And, and to develop what I've developed and you're much younger or
either, or you've discovered the fountain of youth. How, like, I'm just
curious and you can give me a short answer or give me a longer answer. If
you think, like in the answer, there's a lot of benefit to the people who are
watching. How did you develop this whole process? Like, as far as figuring
out the subtext of, like what you're saying, cause the sub you're, what
you're really saying is like, yeah, there's in every conversation there's,
what's being said, and then there's the meaning below what's being said
that being the subtext. Right. You're presenting and helping them on the
surface level and the subtext is laying down all the beliefs so that when it
comes time to push and shove, cause the way I look at selling is you're
pushing someone out of status quo at that moment.
Rich Schefren - 00:48:17
When you push someone out of status quo, they're going to go in line with
their beliefs. You're laying down all these beliefs and then when you finally
get to the pitch, like if you've done your job, right. Like it, and obviously if
you sold 23 out of 24, you did do your job. Right. Yeah. Like yeah. This
just something that you kind of put together, you were hoping it would
work? Like what, tell me about that and basically, base your answer on
what you think will be most helpful for people,
Franco Urbaez - 00:48:47
For sure. For sure. I'll take credit for like, I mean, I won't take credit for
anything. I mean, like, because I've learned from like my coaches and
mentors and everything like that. Right. You know, like different avenues.
There's a lot that went in that I learned from different people, that
contributed to the success of this event. There's there's but I think what
I'm sharing with you right now was really, and like what you've defined so
well was really the defining thing. The fact that X factor, if you will, that
made this a success. Otherwise I've been $70,000 in debt and provided an
amazing experience for everybody and everything like that. I wouldn't
have had the results that we ended up integrating. I really think this was
the X factor and I really wish I could take credit for it. It was, it was like a
Eureka moment for me.
Franco Urbaez - 00:49:39
I was sitting here at night and I was just working on this stuff where I'm
like that. Right. We're going to a thought just came to me as I was like
typing out. I think I was working on like the content conversion formula. I
was like, there's so much value in everything that I'm giving. Right. Like
when I go to pitch this offer, right? Like they're not gonna like what's
compelling them to do it. That kind of, everything's like a Eureka moment.
I remembered like dancing around literally in this room and my wife was
sitting over there and I'm like, baby has a hidden agenda as they headed
down the cliff. I went through all of my presentations and I retroactively
applied. I was like, these are all like what you said, the chain of beliefs. I
said, these are all the different things that they need to be convinced of
that they need to be absolutely convinced of in order for them to buy.
Franco Urbaez - 00:50:19
I took, a Google doc list it out. I could, I might even beneficial to show you
what that looks like if you'd, but, I, I did that. I listed it all out and I said,
okay, cool. How do I weave every single one of these hidden agenda points
into each presentation and then in doing so I was like, I have to scrap this
entire presentation. Now the hidden agenda governed every single
presentation. It was like, the subtext was really like the core of what I was
delivering even to the point where I learned this messaging from a I'm
paying June. I don't know where I read it somewhere, but he said like, who
wants to learn? And I had everybody ask at his event, I wasn't there. I
heard it somehow, but that, who wants to learn the things that you can't
find on Google right now that gives you permission to really share some of
the mindset stuff.
Franco Urbaez - 00:51:15
Right. What I said was like, so the hell's best kept secret is these sales
messaging that got all of you in this room, they got all of you into our
programs. They got every single client that I've had over the last four
years. To, from marketing services, for us to do marketing for them. Also
the exact way, how one minute, and created a culture like that's that,
broke through, religion, time barriers, everything like that. Right. Put a
church in every street corner. It was Jesus, right? Like how did he do it? I
was like, call the hell's best, kept secret. Who wants to learn that? Right.
Okay great. Then, went through the whole thing and that, and I said like,
would you guys be cool if I showed you exactly how to break down the
limiting beliefs? So you guys make more sales and everybody said, yes.
Franco Urbaez - 00:51:59
What does that doing is me literally taking them through all the limiting
beliefs that they then must, the marrying your dream client. That
presentation was, the overarching theme behind that is, you get what you
are and not what you want. It was literally, I had these doodles, it was like
a stick figure and a mirror and a guy in a stick figure. I said, you get what
you are and what you want. You want, and I was like, who wants here,
clients that pay on time? Or you have to chase the money. Everybody says
on time. I literally made them say all these different things. Right. I said,
okay, now I want you to take some time and put some time on the clock
for some music on. They said, I want you guys to write down all the
different areas of your life, where you fail in this, in those regards.
Franco Urbaez - 00:52:40
Right. They said, Oh man, these are all my different areas where I'm not
the client that I want to attract. Marrying Eugene dream, I see it need a
dream client, like really opened up their eyes and it prime them to, what I
mean? Who wants their clients to take opportunity right away instead of
wait, right. Arizona right away. Cool. Like how do you match up? Right.
Now when the opportunity comes, they took action right away. Right. So
it was it. That Eureka moment really like, changed everything for me.
Rich Schefren - 00:53:09
That makes a lot of sense. I'm just curious, let me ask you a follow up
question on that and then like, yeah. Let me ask you this follow-up
question first. Yeah, the, I would assume that you don't come with an idea
like that unless you studied a lot of stuff. Right. And same with myself.
Right. If someone were to ask me, what one book, let's keep it to a book
just cause it's easy. What one book, would I recommend, on persuasion
that would help someone like move in that direction? I didn't read it as a
book, although it's now out as a book. It's something that I'm covering in
a bunch of live streams that I'm been doing on Facebook, just free live
streams, but a Blair Warren's forbidden keys of persuasion. I don't know if
you've ever read it. If you didn't you'll they get a lot.
Rich Schefren - 00:54:05
What would you recommend? Like, has there been any one thing that
you've read that like really? cause yeah, like I, we came up, you and I have
come up with like a similar process. Right. I did it in reports. You did it in
an event and there's no way I would've come up with that off the top of
my head. Like I had to have, I don't know if I got it from, well, I definitely
came up with it before I read Blair stuff, but I'm sure I got it from
somewhere. Cause I didn't come up with it off the top of my head that's
for sure.
Franco Urbaez - 00:54:35
Yeah. So, if I could attribute, like my success, I think to three people, it
would be, Blake Templeton, Russell Brunson, and Myron golden. As for a
book, the only book that I would, say like, okay, I took some out of this
was I think my experience as cause I had a webinar agency as well right
now. All right. So.
Rich Schefren - 00:55:02
I gotta say that, the, so much of expert secrets came from Daegan Smith.
He thanks. Dagan in the beginning of the book, I don't know, like, cause
Dagon and Russell did a bunch of stuff together. Dagon took my courses,
that I taught on in report writing workshop and stuff like that. A lot of the
stuff that in his expert secrets actually came from my course, and, actually
evolved though wrote this who works at Agoura. One of the top
copywriters there, he wrote like the 16 word sentence or something like
that. I forget what 16 word sales letter or something like that. In that
beginning of that book, he thanks Russell because, it, he talks about
changing the one belief and I'm like, dude, like that isn't Russell's that
came from me and he's like, well, I heard it from Russell. I, like, I called
Russell, I'm like, hold on a second.
Rich Schefren - 00:55:58
I called Russell and I put him on speakerphone and I'm like, Hey Russell,
like where did you learn that idea of like changing that one belief? And
he's like, I learned it from you. I was like, okay, you gotta change your
book. But, yeah, so I never heard of the other people though. So Blake
who,
Franco Urbaez - 00:56:14
So, and I, I guess the other two are just like, a lot of my mentors that I
look up to that, really helped me in terms of my mindset. ? Right So, he,
Templeton, he is a real estate investor. He used to be one of my clients.
Actually this is where we got the two comma club award working with this
company. So, it was, I ordered from a long time and helped me reshift my
beliefs, really like, carry through and just have like a lot of Supreme
confidence in myself. That was like extremely helpful, really strong
Christian guidance kind of mentor to me, Myron golden, the same thing.
He shifted my beliefs about money. Also, gave me like, I would say a lot of
the, key nuggets that really allowed me to shift my beliefs from, money is
evil. Yeah. So.
Rich Schefren - 00:57:11
The book, the book is expert secrets and that, and it is a great book. So
perhaps that, and, but so, okay. The end, would that be your answer expert
secrets for my question? Or would that be the, like what also made the
most difference to you in being able to have that webinar agency? Because
yeah, when you're doing a webinar, it's the same thing. You're you're
laying down content that has that subtext, that weeds to the sale.
Franco Urbaez - 00:57:43
You're asking me specifically about books. That's why the only one that
came to mind, for that it would be the, I could attribute to, it'd probably
be expert secrets. Some of the other books that I think like personally it
changed my life and really helped me accomplish this event was PsychoCybernetics after year.
Rich Schefren - 00:58:04
Yeah. I'm looking more on the persuasion side, not the self-belief.
Franco Urbaez - 00:58:07
Yeah. I'm I'm ashamed to say that I haven't written any books during the
persuasion, but I'm happy to, I'm excited to pick up the hidden keys of
frustration by Blair Warren. Yeah. Forbidding keys, I think is.
Rich Schefren - 00:58:22
Yeah. It'll blow your way. Yeah. All right, cool. Anything else that I didn't
ask that is very relevant to this event and you selling 23 out of 24 that we
should cover before we kind of call it an interview.
Franco Urbaez - 00:58:37
Yeah. I don't know how much time we have there to dive into that, but I
think the sales message that you need, maybe another 20. Take it. Yeah go
ahead. The second part of it is the irresistible offer, right? So you have like
the sales message and making sure they didn't have those beliefs. The
other part of it is the irresistible offer. I had a, and I can like, kind of walk
you through that as well, but like part of, what I, and this I'll actually, if
you don't mind, I'll actually take people through my slide that I created. Is
that all great. Great awesome. Pretty much like, we talked about like the
belief shifting journey and that's what we're working on and then the
irresistible offer. So, I learned this, through, like watching, what Russell
did at 10 X secrets and everything like that.
Franco Urbaez - 00:59:25
Right. He talked about the price marinate, so there's a whole bunch of
different things that go in and it model, like what kind of happened there?
And I won't do the whole thing like too long, pretty much. Right. But he
talked about the price marinade. People are gonna have sticker shock
anyway, you just put it up front. This is like literally my process of creating
yours as well offer. Pre-framing the price and he did this at, growth con,
so I did. Right. I was at the event and, I put in green marker $25,000. I
learned the fact that, putting it in green, from Myron golden, right. Like
you have to have a green marker, and then agency and so on and so forth.
Rich Schefren - 01:60:03
Rich Schefren - 01:60:03
Just out of curiosity, these slides that you're showing me, right. These were
these, weren't the slides that you were using during the event. This is like a
presentation that you created after he loved to be honored that you
created it for this. I'm sure you didn't. The, but this is basically how you
did it,
Franco Urbaez - 01:60:19
Right? This is basically how I did it. This was delivered to my clients, after
they were in showing them how to create an offer and using my own
event. I sold that into the program, which is.
Rich Schefren - 01:60:32
Doing that. Yeah. I love doing that to people. Like let me show you how I
sold you so that you can understand how well it works.
Franco Urbaez - 01:60:37
Right? Yeah, exactly. I showed them like, you could do the price marinated
with your content. So something like that. Right. I said, no, this is not free.
Like in like make more money. If you're not ready, willing, and able to
invest in your business, this is not for you. So you can price marinate, like
that. Talk to you about the price of my unit and then the sex life. Right.
Sex, like, pretty much, let me just, I'm going to get out of this
presentation. I can see over here on the left-hand side here. We talked
about the SAC slide and there's like a, pretty much a justification of total
value. We go through the stacks line and I'm sure what that is in terms of,
like what it looks like. Now your stack slide is going to have an
immediately like super high cost to your right.
Franco Urbaez - 01:61:19
Now we have to justify that super high cost. Over here, right after we
Now we have to justify that super high cost. Over here, right after we
justify the outrageously expensive total dollar value, in my case, it was
$97,973 was the total amount of our stacks life. We had some naked seem
reasonable, right? And so in seeming reasonable, this is the actual slide
that I had as a presentation. Right. I was like, your college degree, was it
worth it? And it was cool because I said, raise your hand, if you wanted to
college, I'm in a room full of entrepreneurs, right. As originally Andrew
wanted to college everybody's hands goes up, right. And I said, keep them
up. If you are working in a job in your field, you went to school for it. And
majority of them were down. The people that, still have their hands raised.
And I said, keep them up. If you went to college to become an
entrepreneur and everybody's hands go down.
Franco Urbaez - 01:62:01
I made it reasonable, the $97,000 price tag to college. Okay. And I said, it
makes sense. I wish I could show you the next slide here, but instead it
makes sense, right. Because we'll through this whole process of justifying
the total value. Okay. So I made it seem reasonable. Now once you make
it seem reasonable, you slap on the price anchor. Okay. Two ways to
reduce the price of your offer, right. Actually reduce it or make the pricing
smaller when compared to a much larger price tag. Right. Our pricing
anchor, we have to, anchor the total dollar value to an extraordinarily
high ticket price. Okay. That compare to the speaking makes your offer
look incredibly cheap. It also removes any alternatives to your offer. No
competition, no other options. You set the alternative, the teachable either
they take you up on your offer. The alternative for us, we did, an
opportunity to cost close.
Franco Urbaez - 01:62:46
If we have time, I'll go ahead and share that with you. Then we did a
three-star price lash. Now we justify it and we have this stack slide 97 K.
We justified it by saying, okay, compared to college. Right. Like all the
money wasted there, and this is so much better. I did the price and grip,
which we price anchored it to $8.4 million. Okay. Extraordinarily
expensive making a hundred thousand dollars seem incredibly cheap. And
then we slashed the price. Okay. Now it's already cheap in their minds. We
slashed it three different times. Okay. This right here is like 4 million is
like, where like, just give me a reference point to that. Like that is an
opportunity cost close that we use. Okay. So, I would love to show that to
you. Cause there's like, let's watch out if you have the time, you'll get to it.
Franco Urbaez - 01:63:33
Okay. I don't want to mess up. I definitely, I definitely will. I'm gonna want
you and I do have the time. So sorry. It's like, who wants to see it in
action? So, I mean, now's the time you want me to show you. Cool. Cool.
Cool. So, let's go here. This is the actual presentation at the point. We
have the sax light and $97,970. And this is, the event in question. It's going
to be probably like, about three, four minutes here. Okay. Maybe, maybe
longer. Maybe. Here we go. Can you hear it? If I do that, I'm just, and I'm
gonna share it properly again with computer sound. Okay. Can you say
that again?
Speaker 4 - 01:64:11
Well, the value of $97,973, because you cannot put a price up on Disney.
Okay. So, so now you might think to my, you might think to yourself like,
Holy crap, frankly, that's still expensive man. $97,973. That's expensive,
dude. I don't really think that it is okay. We're gonna, I'm gonna show you
why your college degree was it worth it? Okay. So raise your hand. If you
went to college, he went to college. Okay. Keep your hands up loud and
proud. Keep your hands up. Okay. If you went to college, keep them up. If
you are working in a job in the field, you went to school for. Okay. You are
working. Keep them up. If you're working in a job in the field, you went to
school for. Okay. Keep them up. If you went to college to become an
entrepreneur. Okay. Just, just a few hands.
Speaker 4 - 01:65:04
You see how most of the hands went down. Okay. If you went to college to
become an entrepreneur, you can put your hands down that right guys,
that's accurate. Why? Because only 27% of all college graduates actually
end up working in the field that went to college for, this is where we get.
We're going to do some silly math here. Okay.
Speaker 5 - 01:65:26
Who loves bread? We're going to do instead of hut,
Speaker 4 - 01:65:34
Brett, I know that Brad was missing hashtag fighters or bred. Okay.
Instead of hashtag friends are bad, we're going to do hashtags to the
method bed. Brett, what was your best month with elevated solutions?
Speaker 5 - 01:65:47
I did about 80,000. How long did it take you to get there? eight, nine
months.
Speaker 4 - 01:66:03
You're not gonna feel anybody shamed. Come on. We broke our limits of
it. So eight months, nine months. Okay. So let's call it a year. Okay.
Speaker 5 - 01:66:09
$80,000 a month in a year. Let's see what up guys.
Speaker 4 - 01:66:16
At your job that you were working for, that you told us about that you
quit, how much money per month or were you making there? Okay. All
right. How much money for the year were you.
Speaker 5 - 01:66:23
Making?
Speaker 4 - 01:66:26
He was making about 130, $140,000 a year. Okay. That comes out to
10,000, 811,000, something like that. We're going to call it 10,000 for
some easy math. Okay. Are we cool with that? Yeah. Cool. How many
years has it been since you graduated?
Speaker 5 - 01:66:42
Four?
Speaker 4 - 01:66:44
Yeah. Yes. For those of you guys that don't know. I wasn't used to me. How
old are you? Bread. Okay. 27 years old. Everybody hate themselves now?
Yeah. 27 years old. Okay. Let's say, okay, we're going to make you older
than you are. We're going to say that you landed this awesome hundred
$30,000 job right out of college. Okay. We're gonna do some easy, some
silly math together. That fair? Is that fair with everybody? Okay. So nine
to five job. He was making $10,000. Okay. Over 12 months. Okay. That's
about $120,000 a year. Let's call it. Okay. If he did this 10 years, like say
he graduated college 10 years ago and he did this and he got this cop, got
this job right out of college. He made this money over the last 10 years. He
would've made $1.2 million. Okay. Compare that to elevator solutions.
Speaker 4 - 01:67:35
Okay. He's making $8,000 a month right now. 12 times 12 is $960,000 a
year. Okay. 900 a second. Let's say that he stopped scaling. Okay. And that
was his cap. He wasn't able to finally hit that coveted a hundred thousand
dollars a month. Okay. Let's just say that he stopped scaling there and he,
over the next 10 years, if he did that and he just stopped scaling, he
would've made $9.6 million over the next 10 years. You guys following my
simple, silly math. Okay. I want to talk about opportunity cost for a
second. It's a simple math. Let me ask you a question, right?
Speaker 5 - 01:68:14
I,
Speaker 4 - 01:68:16
The way I'm asking this is like, I don't want you to regret. I don't regret
going to college. Okay. I met my wife there. I met my best friend Adam
there. I also, met Jesus there. Right. I would never regret going to college
and what has happened. Okay. If you knew, let's just assume for a second
that your skills, you had them 10 years ago. Okay. You knew what elevator
solutions was going to become. Would you have gone? No. No. Oh my
gosh. No. Right. Would anyone have gone? No, my gosh. What is this
opportunity? Cost? It costs him. He paid $8.4 million to the university of
not knowing how to build a digital marketing agency to $80,000 a month.
Okay. That's what he paid life. That was his tax. That was his tax that he
paid life because he did not know how to do the things that he knows how
to do now.
Speaker 4 - 01:69:13
Right. Okay.
Speaker 5 - 01:69:17
Yeah. So so you know,
Speaker 4 - 01:69:23
So for him, okay. How y'all made us feel like sick to our stomach. Okay.
So for him, okay. How y'all made us feel like sick to our stomach. Okay.
Being 27 years old and making $80,000 a month, right. I tried to make
him feel a little queasy himself. ? Right Life you bet Brad, you paid $8.4
million because you didn't do it sooner. Right. You guys have the choice
before you to say, am I going to pay that amount of money to life in the
university of not knowing? Okay. Simply because I don't know how to
grow my business to 80,000, a hundred thousand dollars a month. You
have that choice before you now. Okay. Comparatively speaking, $97,973
is a fricking steal.
Speaker 5 - 01:70:01
It's a freaking steal guys.
Franco Urbaez - 01:70:02
I can keep going to the price last year. If you have time, if you're cool with
it, how much longer is it? It's probably it's happens right after here.
Probably. I want to say maybe two, three minutes. So go ahead. Yeah.
Speaker 4 - 01:70:17
Okay. You guys know I'm not going to charge you $97,973. Wow.
Speaker 5 - 01:70:23
Get that on camera, bro. I'm not going to trade you guys now. Okay.
Speaker 4 - 01:70:47
I'm not even going to charge you half of that. $48,987. Okay. In fact, in
our circle of leads, like I'd mentioned at the very first session, one of the
very first sessions, okay. What's going to be priced at only $25,000 for the
entire year. Okay. I'm not going to charge you that either.
Speaker 5 - 01:71:07
Speaker 5 - 01:71:07
Wow.
Speaker 4 - 01:71:16
For this weekend, only for this week. Only for this weekend only I decided
to do something very special for you guys. Okay. This is your official
invitations, Liz and Adam, can you guys pass these out.
Franco Urbaez - 01:71:30
Pretty much right there. It was the price point was $18,000. What I gave
them was this right here and it had the next slide and it had one side, the
seven figure pathway on the other side was a commitment card. The whole
presentation was called the fire, the future. That the pamphlet looks like
this, the fire of the future. Here it's actually, what is it called? What is this
called? perforated. You have the future, right. And you hand in your
things. This is where we had like all these people hand in their future,
what their stuff. So that's good.
Rich Schefren - 01:72:08
What did they have to, so it was 18,000 for the year. Did most of them pay
it upfront? There's like a payment plan over the course of the year,
Franco Urbaez - 01:72:17
The two options. The two options wise, you can either pay in full and if
you paid in full, you got a $3,000 discount. It's 15,000 or you can do the
payment plan at 1500 a month, which comes out to 18 grand. Got it.
Rich Schefren - 01:72:29
And the, very cool. I'm curious, like, okay, so, well, is there anything else
And the, very cool. I'm curious, like, okay, so, well, is there anything else
like related back, like, did I cut you off, like related to the answer? Cause I
didn't want to cut you off.
Franco Urbaez - 01:72:45
No. So, so that's pretty much it and like there's other things there and if I
just ran through it real quick, it would be just make it affordable. It's like,
okay, so 1500 a month making it affordable and the painful pricing, giving
them a discount. And then the bonus, right. And our bonus was Disney.
Right. Like, it was like, if you sign up today by midnight and then you get
to come to Disney with us tomorrow. Right. And, which tied back to our
presentation, which is the value part of that pitch, which was creating a
Disney mobile experience for your clients, for client retention. Like your
training starts tomorrow, you're going to, we're going to take you to
Disney and you're going to get to see what that looks like in action. And
then the urgency and scarcity hormone. They just left it, with, urgency in
terms of like, I need to know by midnight, because three white vans are
going to be pulling up and everybody who is in right.
Franco Urbaez - 01:73:31
Also, the last person that leaves this mansion on Monday morning, that's
when the price is going to go back up to $20,000 and it's going to be
$2,000 a month, from there. You lose out on private jars a month and then
the, scarcity I'm behind. I said, I didn't know how much, how many people
I was in close. I didn't want to like limit myself just in case and just say 10
people. I just said like, we have a number in mind of how many people, but
every single one of you guys were personally hand-selected I spent the last
four years of my life looking for, my right fit clients and they're all sitting
in this room. Okay. All these things, but I said, the livestream is going right
now. I don't know how many people are going to sign up there, but we're
not going to be able to surpass the number that we have in our head.
Franco Urbaez - 01:74:13
And that's it. I left it like there and created that FOMO urgency for them.
And that's it. I left it like there and created that FOMO urgency for them.
And that was it. That was, the irresistible offer side of things.
Rich Schefren - 01:74:23
Was that the very last presentation of the like event?
Franco Urbaez - 01:74:28
The last presentation of the event was where, when people signed up, we
had a midnight mastermind and that midnight mastermind was talking
through the hidden agenda, literally showing them like, everything that
presentation, everything new, this kind of, not this presentation here, but it
was on a whiteboard. I was just like walking through how I
choreographed the event to get them all into that midnight mastermind
room. So that was pretty cool.
Rich Schefren - 01:74:53
Two last questions, one, more this, I think more for my curiosity. Was there
anything special at Disney? Like, was it just going to Disney or did you
like arrange for special stuff to happen at Disney?
Franco Urbaez - 01:75:07
Well, just going to Disney and just said, yep. So we're going to go.
Rich Schefren - 01:75:11
Cool. Yeah. If you ever get the chance, my kids are older now, but like one
of the things I don't like Disney at all, I hate them. I think they're an evil
company and all that kind of stuff, but I, if you ever get the chance to do a
personal tour it's game changer, like, I don't remember how much it cost. I
think I got it for less than what it costs now. I'm sure back then, I think
you had to do a minimum of four hours and it was 500 bucks an hour for
the tour guide, but that would then let us read and wait on any lines went.
Right. And, when I had my two daughters, like at that age, they, I think
there were three and five. When went to the princess castle, they shut the
castle down. Like there was a long line that didn't matter, like the doors
were closed.
Rich Schefren - 01:76:00
Just my two daughters playing with the three princesses for like 10
minutes. Like, I have that on video and it's like one of those few things
that I can watch and it makes me feel really good as a dad. Like I was
able to do that for my daughters. So I was just curious about that. The
other thing, that I was going to ask you was, okay. Like when Russell first
created his first webinar, that he was crushing it with high ticket selling
secrets that he was having on autoplay and stuff like that, he was very
proud of it. He sent it to me and asked me what I thought of it and I
watched it and I thought it sucked. But, and I told them that, but I was
blown away by, how good his offer was because like the webinar was there
three secrets to selling high tickets, one, you don't need a lot of traffic to
you make more money selling high ticket than low ticket and three, you
don't have to sell them yourselves on the phone.
Rich Schefren - 01:76:59
That was, those were the three big secrets, like to me, like, okay, whatever.
Like, but then when he went into the pitch like this, I had like personally a
come to Jesus moment, even though I'm Jewish, like, with this offer
because the offer was so good and the offer made me realize that what the
reason I had to get, really the reason I had gotten really good at
marketing is because I never had a good offer. I had to do all this
persuasion stuff to make the offer seem good as opposed to just having a
better offer. What I mean by that is that it really felt when Russell went
through high ticket selling secrets, right. That all I had to do was buy
today and I could be selling high ticket tomorrow and with very little work
and it was based on how he packaged the offer.
Rich Schefren - 01:77:51
Rich Schefren - 01:77:51
Like the very first thing is I'm going to give you the page that you can put
on your site, so that the same page we use so that people can apply for
your program. Right. I'm going to give you the ad to run, to find a, no, like
a, a straight commission salesperson. Right. I'll tell you where to run it.
When you talk to them, I'll give you the interview questions to ask, like,
every single step, it felt like I wasn't going to have to do any work, as
opposed to, like, when I sold my business coaching program, business is
tough. I can't give people like, I don't know what your business is doing
now. Let's I'm just going to pick a number. It doesn't really matter what
it's doing. Let's say it's doing 5 million. You and I both know there is
nothing I can put in your hands that does it for you.
Rich Schefren - 01:78:37
That's going to take your $5 million business and make it a $25 million
business. Right. Like there's work involved. Right. And I coach business
owners. It's like, so ultimately I can't do that. Like I could, maybe I could,
and I just don't have the imagination. Like I just realized how good
Russell's offers were, because it really felt, he didn't say you didn't have to
do anything. It's just like the components of the offer made me feel like I
didn't have to do anything. In fact, the one thing that I know I would have
covered if I was trying to sell high ticket selling secrets, that he didn't even
mention the whole time. If I, I would have mentioned it and I'm sure I
would've cut the number of sales in half by mentioning, it was like, you
need to have a product to sell that's high ticket.
Rich Schefren - 01:79:20
He never mentioned that. Right. Because like, because he wasn't giving
you that. Right. I'm just curious, like in your offer, did you have those
elements too? Like, it just felt like once I buy this, my agency's going to be
that. Or was it more like, I'm going to teach you this, I'm going to teach
you that like.
Franco Urbaez - 01:79:37
Franco Urbaez - 01:79:37
Great, great. Quick question. I, in my offer, we had these different
variations of coaching, but they seem entirely distinct. We had like, SOS,
right? So we had SOS calls. Okay. So, we put a picture of like Titanic
shrimp, sinking and explain what SOS meant and all these different
things. All you have to do is send me an SOS. Right. That tells me that
you're a need right now. I'll drop what I'm doing and go get the phone
with you and solve that problem until it's done. Right. And then we had
Voxer right. In boxer. We tied it to, Psycho-Cybernetics and talked about
the servo mechanism where, it's an automatic successes that when you get
negative feedback, it course corrected, what I mean? Of course corrects
you to get you towards your success. Right. And that's where you.
Rich Schefren - 01:80:26
Were you like, cause when I think Voxer, I think two way communication is
that.
Franco Urbaez - 01:80:30
The said we're going to turbocharge your civil mechanism. Right. Anytime
you have an idea or something you want to implement, okay. You just
simply send me a Voxer and I'm going to tell to course correct. Stuff like
that and how to implement faster. Right. We just had these stories
attached to the different things that made it like powerful. Then, so we
had quarterly war room sessions, right. Case I didn't lose anybody else.
Oh. Okay. Did you ever watch Marcus Limonus in the prophet? that is
DMZ. So what I said is that.
Rich Schefren - 01:81:08
Mike actually asked me to do a screen test for that.
Franco Urbaez - 01:81:11
Is that right? Yeah. I sit in a quarterly war room sessions. Marcus is he
jumps into struggling businesses. What he does is that he makes turns
around, makes them super profitable. The problem is that he takes the
controlling share of the equity of the company. Right. I'm going to come in
and do the same thing with your business. I'm going to come in, stuff like
that. Except here's the thing. I'm not going to take a single diamond profit
from your business, right. Going to come in and help to show them the
business and course correct. And fix everything that's going on. It's a form
of coaching. Right. I had a day, once we have a client VIP day and the day
one was Jeff Bezos's. He has this concept of it's always day one. Right. I
told them the story of me always walk into my office, say, if I just inherited
this business today, what changes would I make?
Franco Urbaez - 01:81:52
What, what different word Jeff vessels came inherited my business? What
changes would he make? Knowing what he knows? what I mean? To
immediately become more profitable, more lucrative, more everything.
Right. Give me the freedom back that I want. I'm going to have a full day
where I'm going to come into your business and it's day one. Right. I'm
going to come in, I'm going to make the hard changes and everything like
that needs to happen in order for you to become super successful, Uber
profitable and everything like that. Right. All different variations of
coaching, we just slapped a story, a really powerful story to each
individual offer.
Rich Schefren - 01:82:21
That makes sense. Very cool. All right. So you've covered a lot. I assume
that's it, is there anything else that.
Franco Urbaez - 01:82:30
That's an experience that everything that we did there and stuff like that,
but then self will take too long too, but a lot of them, you can see the
detail in terms of like running the event for sure. How long was the event?
That was a four day event.
Rich Schefren - 01:82:42
And there were only seven presentations. There must've been a lot of other
stuff that you were doing with these people other than presenting.
Franco Urbaez - 01:82:48
Right? So technically it was a three-day event, but inner circle came a day
early and we had an inner circle VIP day for them, which was hanging out.
We went to, we did a couples date night, which was amazing. So they got
to bring their spouses. We had a couple of date night. I took them out to a
VIP dinner and we hung out and we had a Nerf gun battle. Our our
mansion had a laser tag room. We sent him money leading up to the event
in the mail Nerf guns. We came in and it was like high-powered Nerf ones.
Yeah.
Rich Schefren - 01:83:12
Yeah. I have those, I I've played that game with my daughters.
Franco Urbaez - 01:83:17
It was huge, like a garage like filled with like, I mean, it looked amazing
and then like everybody just shootings other than Nerf guns and stuff, I
got pissed away and it was bad.
Rich Schefren - 01:83:29
It is amazing. What would you say if you had to drill it down to, let's say
three takeaways from everything that you just shared with me. There was
a lot, that you think whether someone ever does a live event, like what we
basically were talking about the whole time, or they do a webinar, right.
Or they're doing a live of like a Facebook live or some kind of live stream
and they're gonna pitch, what would be the three biggest takeaways from
all this that you think are universal?
Franco Urbaez - 01:84:12
I think wrapping it all up, what I would say is, the irresistible offer, like
you always start with the offer in mind. What you had mentioned about
the chain of beliefs, it's like, okay. In order for them to purchase this offer,
okay. What, where do they have to be in their mind in order to be able to
say yes to that, and then that's going to be the core behind. It's like the
face value or it's like the core messaging that, what did you call it? The
subject,
Rich Schefren - 01:84:47
Well, the core concept of the marketing, like is the USP. Yeah. The subtext
is just the, yeah.
Franco Urbaez - 01:84:52
Right. The underlying message there and making sure that is really what's
driving your content. Right. That is disguised as value, if that makes sense.
Definitely the hidden agenda and create an irresistible offer, tying those
two things together. Then, and I think at the very beginning, getting you
make the sale a hundred percent of the time, if you get the right offer in
front of the right person with the right message at the right time. Yeah.
Rich Schefren - 01:85:21
The, I sent you a chat message just cause I don't want to put you on the
spot on something. If like, if it's a, now don't worry about it. The I'm
curious as to, okay. Something you said that was really interesting to me is
that, you had all these beliefs, right. That you knew that you had to get
like established, but you tried to, and this makes sense. I just want to
underscore it. You, you did your best to incorporate as many of those
beliefs in each of those presentations so that you were like, it's like the
Winston Churchill quote, which I don't remember the quote. Exactly. I
can't quote it, but like you have a point to make you make it over and over
again, like you hit it with a sledgehammer as often and as light. Right.
Franco Urbaez - 01:86:15
I didn't even bring it up. You just brought it up. We did that countless times
to the point where people were repeating it for us. Right. Right. One time,
if you can do it three times, if you can do it, you do it 10 times. Right. And
everybody. Yeah.
Rich Schefren - 01:86:28
And, and so based, I guess my final question is like, based on the success
of this, like, is this now annual event? Is this like, that you're gonna be
doing every year? Like w when did you do this?
Franco Urbaez - 01:86:45
So October, so first week of October.
Rich Schefren - 01:86:47
So literally like six weeks ago. Yes. So when's your next one?
Franco Urbaez - 01:86:52
Yeah, probably a year from now. I would say only because I'm stuck in
delivery mode right now. I'm focusing on just creating the core program in
like all these slides that I showed you and stuff like that are in our inner
circle, like obviously the 18,000 hour program. What we're doing is we're
systematically creating a content portal behind it. Once it's finished, then,
we can just, bring some new people on board and stuff like that right now.
I, I'm building this thing out for this year and then next year we're going
to be able to just bring in new people and I'll be able to grow the capacity
of it, as well. Yeah, and I, I do think that I want to have brand new people
come to that event. And a specific, you know, specific thing. Yeah.
Rich Schefren - 01:87:37
Got it. The can I make a suggestion to you? Absolutely. Yeah. So, one of
the things that I've done in some of my programs, I haven't done it at all,
but I would, if I go back in time is, and this might be great for you. Like is
this the first time you're doing this whole program? Like, I get the sense
that it is yes.
Franco Urbaez - 01:88:01
This particular program, correct. Yeah.
Rich Schefren - 01:88:03
What I like to do the first time I run through it live is over incentivize
action and results. What, like I did like a course on theory of constraints
and it was, what we did was, but maybe it was profit hacks. I'm not sure
which program that I'm thinking of, that we did this on, but I think it
might've been profit X. I don't remember, although I was teaching it. It
couldn't have been probably anyway, it doesn't matter what the program
was. What we did was every week and you could space it out to be every
month, but I'm like, well, okay. Before I even tell you what it is, there used
to be this thing called body for life. Do what that is? Bill Phillips? No, I do
not. Bill Phillips owned EAs, which was like a supplement company and he
would have a huge you'd run ads and stuff like that, where he'd have a
contest every year.
Rich Schefren - 01:89:00
Like whoever got the best results would get a Lamborghini or a hundred
thousand dollars and all this kind of stuff. The idea is that it's not enough
to just give people great information and the process, like you actually
have to bribe them to get the outcome that they're buying. Right. So, and
that makes total sense to me. What we did was is that, every week, cause
this was like a, a compressed, program, I think it was supposed to be a 30
day program. We ended up extending it out to like six or seven weeks. Just
because I thought people could get some of these concepts faster than they
did, but every week we would have, we would award a winner of who got
the best results from using the stuff over the previous week. The winner,
we would like, this is what I did. The next week you would be flown down
for that Friday.
Rich Schefren - 01:90:00
Like you'd fly in Thursday night, we'd pick up the cost, we'd fly you down.
My whole team would work on your business that Friday. I would pop in
for like two hours and as well. So everybody wanted that. They wanted me
and my whole team working on their business. Right. Everyone was trying
to apply as much as possible what I was teaching as quickly as possible.
Sending in like the case study. Right. Every week I'm getting a case study
from almost everyone right. That I can use. The best ones I'm flying down.
When I fly them down, like we're helping them with their business, but we
can also do a case study right then and there, cause they're on-premise
right. At the end of the year, or, well, in that case, in the end of the eight
weeks or whatever the hell, it was like, we've got eight killer case studies
that are all proof for the next time I sell it.
Rich Schefren - 01:90:53
These people were like working their butt off to create that proof for me
because they wanted to win the prize. Right. Something like to think
about.
Franco Urbaez - 01:91:08
That is really cool. I love that. I love that strategy. I love that idea.
Rich Schefren - 01:91:13
We're much more likely to have a lot more people be successful at the end
because now they have a reason to get their work done each month. Right.
Like, in your case, it's a two year long program.
Franco Urbaez - 01:91:22
Oh, good. That is so good. I'm definitely, I already wrote the notes sounds
for that. We're definitely gonna be implementing some variation of that for
sure.
Rich Schefren - 01:91:30
It's been a great interview. I think you pulled a lot of stuff in that stuff that
I know, but never thought to apply it this way. So impressed with what
you've put together. Props to you, like the whole process, what we covered
last month, this month, I'm blown away and I don't get blown away that
easily, around a long time. You, my friend are going to go very far. No
doubt. You're going to go very far. Yeah, I don't think I've said that on any
one of these dealer, winter interviews ever. But, yeah, I mean, I've been
impressed with a lot of the different tactics that people have shared, but,
the amount of thought and ingenuity and execution that went into this
whole thing is so impressive. And you should be really proud. I'm proud of
just even exposing you to my audience because I think it, like if people
didn't learn a crapload from what you shared last month and this month,
and, then they need to take an IQ test and maybe see what if they have
like lead poisoning.
Rich Schefren - 01:92:37
I really appreciate like everything that you shared, you've shared a lot, it's
been a long call, but well worth it. I just want to say thank you for
everything and just that you should be really proud of what you do,
Franco Urbaez - 01:92:51
Don. Thank you, rich. That means the world to me to hear you say that,
it's, after, I initially got introduced to you from Sean and like learning
more about you and some of that to hear all of your successes and
everything like that, just it's super humbling. I really just want to thank
you. I'm super humbled, so I'm glad, that your audience can yeah,
Rich Schefren - 01:93:11
Definitely delivered and, I hope you're not, you don't remain a stranger. I
hope we can have you back, like sometime, in 2021, and hear about other
amazing things that you've put together and come up with a I'm sure it
will be awesome. So, any last words before we say goodbye,
Franco Urbaez - 01:93:31
As to how I close out all my interviews and stuff like that, but I keep it
real, stay humble and always dream big. So thank you so much for
everything. Appreciate you.