74.6% Sales Increase with this ONE Change! » Russell Brunson — Transcript

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1. 0:00today I want to talk about two words you
2. 0:01can add to any sales presentation a
3. 0:03video sales letter a webinar a
4. 0:05one-on-one sales call whatever it might
5. 0:06be that for me increased my conversion
6. 0:08by
7. 0:0974.6% and it's one of the most simple
8. 0:11things in the
9. 0:13[Music]
10. 0:15world I originally learned this because
11. 0:17there were Rumors in the public speaking
12. 0:19World about this guy who would get on
13. 0:20stage he would do a presentation he was
14. 0:22so good at closing that people would
15. 0:23literally line up behind him in a row
16. 0:26he'd hold his credit card up they'd have
17. 0:27their credit cards and he'd walk them to
18. 0:28the back of the room they called them
19. 0:29the hi Piper and I heard rumors about
20. 0:31this guy for years while I was learning
21. 0:33public speaking I was learning to go to
22. 0:35seminars and speak at stages and they
23. 0:36kept saying have you ever heard Ted
24. 0:37Thomas speak he's literally the pi Piper
25. 0:39and I was like no this sounds crazy I
26. 0:41remember one day going on YouTube and
27. 0:43Googling Ted Thomas and I found a video
28. 0:45clip of him he was a Robert kosaki event
29. 0:47and sure enough he's walking around with
30. 0:48his credit card in hand and there's this
31. 0:50line of people following him to the back
32. 0:51of the room to buy his products and
33. 0:52services I heard also rumors they said
34. 0:54Ted Thomas is the king of this really
35. 0:56really simple concept called trial
36. 0:58closes you may have heard of the word
37. 0:59trial clothes before I had heard of them
38. 1:01before but I didn't really know exactly
39. 1:02what they were or more importantly how
40. 1:03to actually use them if you rewind back
41. 1:05about 12 years ago I was speaking an
42. 1:06event I was on stage I was doing my
43. 1:08presentation there's probably 250 300
44. 1:10people in the room and as I start my
45. 1:11presentation I look out and all of a
46. 1:13sudden I see him sitting towards the
47. 1:14back it was Ted Thomas he walked and sat
48. 1:16down and I'd never met him before but I
49. 1:17was like oh no this is like the pi Piper
50. 1:20himself the king of clothing sitting
51. 1:21there in the room watching me and so for
52. 1:23minute I get all nervous and like ah
53. 1:24like what if I mess up what's he going
54. 1:26to think about me and all the fear and
55. 1:27all the anxiety going through my head
56. 1:28and I thought you know what I just got
57. 1:29to do I do because you know I've got an
58. 1:31audience here I need to do my
59. 1:32presentation I need to sell something
60. 1:33and so I went in and I did my
61. 1:35traditional Russell Bruns and sell and
62. 1:36it went well the presentation went well
63. 1:38when I did the offer stack it converted
64. 1:40well we had not really a big table Rush
65. 1:42people were running to the back and
66. 1:43buying the product and I was kind of
67. 1:44proud of myself and when it all said
68. 1:45done you know everyone was buying the
69. 1:47product they were going to lunch kind of
70. 1:48filtering out of the room and pretty
71. 1:49soon there's just a handful of people
72. 1:51left in the room one of the guys I see
73. 1:52across the way is Ted Thomas he's got a
74. 1:54big old smile on his face and I'm like
75. 1:56oh man you know I'm curious what he
76. 1:57thought he comes over and he's like
77. 1:59Russell that was so great it was great
78. 2:00to watch you sell you did an awesome job
79. 2:01can I take you to lunch I was like sure
80. 2:03that'd be awesome so he takes me to
81. 2:04lunch and we're sitting there talking
82. 2:06and he's asking me questions we're
83. 2:07having a good time I'm getting to know
84. 2:08this guy who's like a living legend and
85. 2:10as I'm talking unbeknownst to myself my
86. 2:12head was nauy like this and I was like
87. 2:14paying attention to everything you
88. 2:15saying I I was like sucked into every
89. 2:17word we're talking we're talking and all
90. 2:19sudden he stops he's like Russell look
91. 2:20at your head and I'm like what are you
92. 2:22talking about I'm like oh he's like do
93. 2:24you know what you've been doing right
94. 2:25now I'm like no he's like your head's
95. 2:27been nodding the whole time we're
96. 2:28talking and I was like
97. 2:30okay he's like do you know why you're
98. 2:32doing that I'm like I don't know maybe
99. 2:34it's a nervous twitch I'm really awkward
100. 2:35I don't really know what it is he's like
101. 2:37no he's like for the last 15 minutes
102. 2:38I've been using what I call trial closes
103. 2:39on you he's like have you ever heard of
104. 2:40a trial clo I'm like yeah I've heard of
105. 2:41that before he's like do you know what
106. 2:43it is I'm like not really and then he
107. 2:46told me this thing that like changed my
108. 2:47life forever he said when I watched you
109. 2:49present today wrestling I was sitting in
110. 2:50the back of the room and I was watching
111. 2:51do your presentation which was great
112. 2:53he's like but I noticed everybody's
113. 2:54heads if you look at the entire audience
114. 2:56from the back their heads were all
115. 2:57sitting there listening paying attention
116. 2:58taking notes everyone was very focused
117. 3:00on you he's like but if you watch me
118. 3:02speak from the back of the room he's
119. 3:03like you look at everyone's heads their
120. 3:05heads look like waves of water
121. 3:06everyone's heads are going like this the
122. 3:07entire time he's like the reason why
123. 3:09he's like I'm using this little thing
124. 3:10called trial closes he said all trial
125. 3:12closes is something very simple I'm
126. 3:13trying to get somebody to say yes so he
127. 3:15I asking very simple questions like are
128. 3:17you getting this does this make sense to
129. 3:19you and the person's like yes yes he's
130. 3:21like what happens is you're speaking one
131. 3:22to many you're speaking on stage you'll
132. 3:24see people's heads shaking yes over and
133. 3:25over and over again he's like what
134. 3:27happens is that person saying yes to you
135. 3:28over and over and over again he's like
136. 3:30before I ever asked for the sale he's
137. 3:31like traditionally I've had that person
138. 3:33say yes to me 5 6 700 times before I
139. 3:36ever asked him the big yes which is will
140. 3:37you buy my my product he's like that's
141. 3:39what trial closes are and I was like
142. 3:40that's so fascinating and I was like
143. 3:42where do you use them he's like I use
144. 3:43them everywhere he's like I was using
145. 3:44them on you right now while we're
146. 3:45talking he's like I'm dropping the
147. 3:46little Trav clothes the little yeses
148. 3:47where you're saying yes you're saying
149. 3:48yes your head's nodding he's like if I
150. 3:50was ask you to do something he's like
151. 3:51I've already committed you've already
152. 3:52say yes to me a dozen times before I
153. 3:53asked the big yes he's like but this
154. 3:55works anywhere he's like it works when
155. 3:56you're selling from stage it works on
156. 3:58video sales letters it works on webinars
157. 3:59works on everything and as soon as he
158. 4:01said that in my head I I started
159. 4:02thinking because at the time I had a
160. 4:03webinar that was doing really really
161. 4:05well on average in fact I have note this
162. 4:07is not me guessing this is the actual
163. 4:08statistical numbers I haven't written
164. 4:10here inside this book I shared the case
165. 4:11study in this book 108 split test
166. 4:13winners back in the day I was averaging
167. 4:14$945 for every single person who
168. 4:16registered for my automated webinar when
169. 4:19he told me about trial clothes I was
170. 4:20like man this webinar is doing well but
171. 4:21I don't even know where trial cloth was
172. 4:23and so I remember on the flight that day
173. 4:24flying home before I left I messaged my
174. 4:26brother who had done all the video
175. 4:27editing on the webinar I said hey can
176. 4:29you sent me a transcript to the webinar
177. 4:30really quick so he grabbed the video he
178. 4:32uploaded it my brother sent me the
179. 4:33transcripts and on the flight home I
180. 4:35started going through the entire
181. 4:35transcripts thinking where could I
182. 4:37insert trial closes into this webinar
183. 4:39presentation and I found there were kind
184. 4:40of Three core places to insert number
185. 4:42one was after testimonial a lot of
186. 4:44people do is they show testimonal and
187. 4:46they kind of go on and what Ted Thomas
188. 4:47taught me said when you talk about
189. 4:48testimon like stop right there and add
190. 4:50some trial closes so for example if I
191. 4:51show testimonial I might say isn't that
192. 4:53awesome they said yes like can you
193. 4:55imagine yourself doing what that person
194. 4:56just did they said Yes again like are
195. 4:58you kidding this yes again right even
196. 5:01saying the word right is like is like
197. 5:03yes right I'm saying these little words
198. 5:04to get them to say yes he's like if you
199. 5:05drop a testimonial he's like instead
200. 5:07just moving on he's like ask five or six
201. 5:09trial questions in a row to get him
202. 5:10saying yes yes yes yes in their head
203. 5:13both consciously subconsciously and get
204. 5:14their head nodding right number two is
205. 5:16after features and benefits because a
206. 5:18lot of people talk about a feature or a
207. 5:19benefit of their product and just kind
208. 5:20of move on right so show the feature and
209. 5:22then go and ask a couple trial closes
210. 5:23about specific like would this work for
211. 5:25you like would this increase how fast
212. 5:26you could get your work done like would
213. 5:28this and start asking trial CL again
214. 5:30right another one every time you
215. 5:31introduce a new thought or A New Concept
216. 5:33drop some more trial closes in this book
217. 5:35actually I literally timestamped it out
218. 5:36so I wrote back in here you can kind see
219. 5:37it real quickly here 3:22 I was like
220. 5:39there's a trial close at 359 there's a
221. 5:41trial close I me at 447 a trial close so
222. 5:43I went through the entire transcri
223. 5:44started writing these trial closes in
224. 5:45there right here was the phrase in the
225. 5:47in the webinar said everyone's talking
226. 5:48about providing internet marketing
227. 5:49services to local businesses the first
228. 5:51one I wrote is you probably heard them
229. 5:52talk about this right boom trial close
230. 5:54it's good because it's working it's a
231. 5:55really good thing don't you think boom
232. 5:57two more trial closes me 359 I I was
233. 5:59talking about this this concept so I
234. 6:01dropped two trial closes number one
235. 6:02would you like to learn about this
236. 6:03loophole yes can you imagine what a
237. 6:05shortcut this would be to your success
238. 6:06yes and I could went through the entire
239. 6:08webinar so I would go and I wrote out
240. 6:09all these trial closes and initially my
241. 6:11plan was to go back and re-record the
242. 6:12webinar inserting these trial closes but
243. 6:14I ran out of time so I told my brother
244. 6:16who's editing and I'm like I want to try
245. 6:17a test just see if this actually works
246. 6:18and so I sat down with the microphone
247. 6:20and I just read these trial closes and I
248. 6:22gave my brother the time stamp of when
249. 6:23he needed to insert them so I'm
250. 6:24literally saying does this sound good
251. 6:26can you imagine doing this in just one
252. 6:28day this type of stuff Isen happening
253. 6:29every day isn't that exciting would your
254. 6:31family be impressed with those kind of
255. 6:33profits are you ready to live the same
256. 6:34dream I'm sure you are have you ever
257. 6:36asked yourself that am I right do you
258. 6:37realize how much opportunity is waiting
259. 6:39for you guys right now do you already
260. 6:40have that desire for change so I started
261. 6:42taking all these I recorded them my
262. 6:44microphone I sent my brother the audio
263. 6:45file like can you just go and weave
264. 6:46these time stamps in let's just see if
265. 6:48this is going to work and so he took
266. 6:50these little audio files he weaved them
267. 6:51into my presentation just to do a test
268. 6:52just to see what would happen so we put
269. 6:54it in there and we started testing the
270. 6:55original version of the auto webinar
271. 6:57versus this new one and the only
272. 6:58difference between the two trial closes
273. 7:00that was it very simple very easy I want
274. 7:02to see what the results were and what
275. 7:03was crazy for me is when all said and
276. 7:05done it went from averaging $945 for
277. 7:07every single person who registered the
278. 7:09webinar to
279. 7:11$16.50 for every registering and the
280. 7:13only difference were trial closing now
281. 7:15after this happened I became mildly
282. 7:17obsessed with trial closes and I started
283. 7:19figuring out how can I start adding
284. 7:20these in everything I do and so when I
285. 7:21was speaking at a webinar or a tel
286. 7:23seminar or on a video sales that or on a
287. 7:24YouTube video or anywhere I started
288. 7:26stopping and every time I would
289. 7:27introduce something I would stop and ask
290. 7:29a question does that make sense you just
291. 7:31getting why I would do that cuz it would
292. 7:32get someone to say yes and drop some
293. 7:33trial closes right do you think that
294. 7:34would help you in your videos or your
295. 7:36presentations as you're making them okay
296. 7:38I just dropped five trial closes right
297. 7:39there for you boom boom boom boom boom
298. 7:40right you just said yes five times those
299. 7:42are trial closes getting you into the
300. 7:43state of saying yes over and over and
301. 7:45over and over again so that's what a
302. 7:47trial close is and something you can
303. 7:48simply weave into any of the
304. 7:49presentations you're currently doing
305. 7:51this is something I've been teaching
306. 7:52people I've been running these training
307. 7:53programs you I teach people one to many
308. 7:55selling when you're selling oneon-one
309. 7:56it's different than when you're selling
310. 7:57one to many right one one I can ask you
311. 7:59a question and figure out where your
312. 8:00concerns are and try to resolve them I'm
313. 8:02selling one to many inside of group
314. 8:03audiences again through a live event
315. 8:05like a big seminar on stage or if I'm
316. 8:07doing on a webinar or you know on a
317. 8:09video like this I don't have the ability
318. 8:11to go and like resolve all your concerns
319. 8:13one at a time so instead I got to figure
320. 8:14out what are the ways to get that person
321. 8:15to say yes get that person to take their
322. 8:17false beliefs and to break them like
323. 8:18what are all the ways I can do it one of
324. 8:20the most powerful most simple things you
325. 8:21can do are trial closes this is
326. 8:23something that when I first started
327. 8:24doing trial closes I didn't know how to
328. 8:26do them in fact I asked Ted Thomas like
329. 8:27how do you get used to doing this this
330. 8:28feel so weird at first
331. 8:30he told me what he did he said I would
332. 8:31take these note cards and I would write
333. 8:33trial closes on the note cards a whole
334. 8:34stack of them he said when I speak on
335. 8:35stage I lay them out all over the the
336. 8:37ground on the stage and as I'm speaking
337. 8:39I walk over I step on I look down I see
338. 8:41the trial clothes I would drop the tri
339. 8:42clothes I walk over here step on down I
340. 8:43would see the trial clothes I remember
341. 8:45thinking that like oh such a powerful
342. 8:46simple way now for me I was doing
343. 8:48webinars I thought how can I do the same
344. 8:49thing so what I did is I got a pack of
345. 8:51sticky notes and I wrote a whole bunch
346. 8:52of trial closes on it and I do is on my
347. 8:54monitors as I'm doing my presentation I
348. 8:55start putting these sticky notes all
349. 8:56over the monitor all over the walls on
350. 8:58the desk around me so I was get my
351. 9:00presentation I'd be looking down i' like
352. 9:01boom there's a tri clothes oh boom
353. 9:03there's a tri clothes and start weaving
354. 9:04these trial closes into my actual
355. 9:05webinar presentations and I remember I
356. 9:07started teaching a lot of my students
357. 9:08this in fact one of my favorite people
358. 9:09Natasha Hazlet I taught her trial closes
359. 9:11and she's like At first I felt really
360. 9:13weird but she's like I was doing my
361. 9:14presentations I would ask my audience to
362. 9:16trial close I'm like is this making
363. 9:17sense to you guys are you guys getting
364. 9:18this and she's like I felt kind of
365. 9:19cheesy at first but she's like it was
366. 9:21crazy it's after my last big event she's
367. 9:23like I had three or four people come up
368. 9:24to me and they told her said I'm so
369. 9:26grateful that you were making sure we
370. 9:27understood the information like you
371. 9:28weren't just rattling through you were
372. 9:30asking us each time like you guys
373. 9:31getting this is this making sense to you
374. 9:32guys and she's like it was cool because
375. 9:35the hidden benefit wasn't just that
376. 9:36we're getting them to say yes the hidden
377. 9:38benefit is that people felt like I cared
378. 9:40more because I was asking their opinion
379. 9:41I was getting their their feedback along
380. 9:43the way the whole time so that's what
381. 9:45trial closes are it's one of the most
382. 9:46simple powerful ways that you guys can
383. 9:48increase the way you are converting on
384. 9:50everything that you are doing any kind
385. 9:51of video audio any kind of message you
386. 9:52are putting out there into the world now
387. 9:54this is a book again we used to sell in
388. 9:55the past but we no longer actually sell
389. 9:57this so you can't get a copy of it but
390. 9:58if you want to see all my closes I am
391. 10:00giving this away for free to people who
392. 10:02are inside of our community it's a new
393. 10:04community we have created with people
394. 10:05who are trying to learn and understand
395. 10:06how to sell online if you want to come
396. 10:08hang out with us get off social I have a
397. 10:09chance to talk to you and actually get
398. 10:11in a spot in a community where we can
399. 10:13talk together all I want you to do is
400. 10:14come to hang out with russell.com come
401. 10:16hang out over there and when you join
402. 10:17the group I will send you a free pdf of
403. 10:19this book that way you can go literally
404. 10:20to page 136 and get a copy of the
405. 10:22article two tiny words increase my
406. 10:24conversion by 74.6 1% and you can see
407. 10:27all the trial closes I use and you can
408. 10:29copy pce those into your presentations
409. 10:30to help you increase your conversions as
410. 10:32well that so thank you guys so much I
411. 10:33hope the trial closes help you to
412. 10:34increase your conversion and change more
413. 10:36of the lives of people that you've been
414. 10:37called to serve