High End Client Enrolment Secrets with Preston Rahn & Dallas McMillan

Dallas McMillan Influencer Interviews, Marketing for Coaches 0 Comments

How to Enrol High End Coaching Clients

Preston Rahn Shares his approach to High End Client Enrolment & the Perfect Offer Blueprint

Enrolling Clients in your $2K, $10K, $30K and $100K coaching programs requires a clear and compelling offer and a well structured enrolment conversation where you inspire people to take action and invest in themselves.

In this Interview High End Client Enrolment Specialist Preston Rahn shares his approach to the perfect client enrolment conversation and his perfect offer blueprint

Sales & Marketing Consultant Dallas McMillan asks Preston questions from the Digital Influence audience, leading to some fantastic insights into what it takes to make high ticket sales.

Download your free Perfect Offer Blueprint and get free video training from Preston (It’s awesome).


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Download the Interview Transcript:

High End Client Enrolment Secrets with Preston Rahn & Dallas McMillan

Or Read it Below:

High End Client Enrolment Preston Rahn - Digital Influence

Dallas: Well hello, welcome to Digital Influence. I’m Dallas McMillen, and today I’ve got the pleasure of interviewing Preston Rahn. Preston is a number one bestselling author, speaker, and coach who’s sold millions of dollars’ worth of coaching, consulting, and [inaudible 00:00:15] services at three to five day events, and is one of the top enrollment specialists in the world. It’s a pleasure to have you here, Preston. Welcome on the show.


Preston: Hey, thanks a lot. It’s a pleasure to be here.


Dallas: Great, so this [inaudible 00:00:27] SEO. He’s on high-ticket sales, and now I’ve really been deep-diving into how you sell high-ticket products and services online. What struck me really early on was the coaching industry is really [inaudible 00:00:40]. As I’ve implemented this in my own business and for clients, I’ve come to see that the magic ingredients are the right offer and the enrollment conversation, and I’m just so happy to have you here because they are your areas of specialty.


Preston: Yeah.


Dallas: You’ve really mastered those areas. Tell us a bit about you and your business and what you do.


Preston: A lot of my clients, they put three to five day events on, and really how it started was they have been generating leads for their coaching business, and they needed somebody to take the leads and enroll them into the coaching program, so that’s where I stepped in. I had my own marketing business for a while, and then I went to work for a sales training company. Being the entrepreneur that I am, I broke off, away from that, broke off on to my own and did my own sales training, and that turned into … I knew my clients were like these high-level people, these seven and multi-seven figure people, but they didn’t really see the need for my services. The way that I got into working with them is I came in to do their sales. I would go and approach them and say, “Hey, I can train you on how to improve your sales,” and they would be like, “Well, why don’t I just give you the leads, and you just do the sales for me for percentage.” That’s kind of how it started. I just saw there was a need for that.


Over the years, I’ve done thousands. I’ve done over 2500 enrollment conversations, and I really mastered it. Just happy to be here to share it with you guys.


Dallas: Awesome. Tell us a bit more about your clients, and what sorts of scenarios that they’re using to enroll clients, because obviously, as we’ll talk about later, you kind of just have the enrollment conversation call. There’s a whole marketing process beforehand, and these guys putting on live events, but there’s been a funnel before that. Perhaps you can just tell us a bit about where you fit in, and what’s happened beforehand, because that will [crosstalk 00:02:55].


Preston: The way that I work is that I reverse-engineer from the end. My role in that whole process is at the end. If a lead comes to me and they’re not pre-sold, if I have to explain why they’re there, there’s a problem with how they got there. That’s really how it started, is that a lot of these people would have these funnels in place, and they get sales so they think it works, but they have gaps in their process, and they just don’t see them. For me being in that position at the end, reverse-engineering everything, 80% of the success in the enrollment conversation, or more, is going to be because of that marketing funnel. Really it’s going to be because of the informational piece or pieces that the prospect or lead gets in order to move through that process to get to. Whatever information they’re getting, that needs to be really sound. It really needs to explain the who, what, why, where, when, all that kind of stuff, and really just drill, just get that point across.


When those leads come to me, and they’re not, “Yeah, I’m so excited to be here for this call,” I might say something like … let’s say I’m working for you, Dallas. Let’s just say, “Hey, so you understand that you’re here to see if working with Dallas is a good fit or not, as a coach or a mentor.” If they say something like … think about it. As a salesperson, do I want to sit through an hour-long conversation and talk to these people, and at the end they go, “Oh, I wasn’t really here for hiring a mentor. I was just here to just talk with you.” As a salesperson, I get paid for those conversations. If you knew up front that that wasn’t going to be that conversation, how many of those conversations would you have? None. I just ask that up front, like, “Do you understand why you’re here? Tell me why you’re here. What’s the reason that you’re here?” If it has nothing to do with that, then I know immediately that there’s something wrong in that marketing funnel. Then I just go back, and that’s where I can reverse-engineer. Why did that person say, “No, I don’t understand,” or why did they say, “I’m just here for a free coaching session.” Was that message conveyed somewhere? Why would that be in somebody’s head in the first place.


For me, I just say, “What would be the end result that I want to happen?” Then I look at it, and I go, “Well, where is that piece breaking down?” Maybe it’s even in the front part. Maybe it’s their message up front says, “Hey, come and get a free coaching session.” Maybe that’s their lead, right? “Hey, are you a coach? Would you like to get a free coaching session?” That, right up front, could just ruin the whole rest of the funnel.


Dallas: For sure, and it is a challenge because through the funnel, we’re always selling the next step. You just want the click. You want them to fill out the form. You want them to come to the event. You want them to sign up for the call, but the whole time we’ve got to have that ultimate promise of, “This is what you’re going to get if you do go through all the way,” and that needs to be consistent. There’s a bit of tension.


Preston: Very simple. It’s very simple. It’s problem and solution. That’s really the basics of it. We have a problem, and we show people the problem, so we talk to the people that know they have the problem, but we’re also talking to people that have the problem that aren’t aware that they have it, which is probably about 60% of the audience. If you’re not doing some sort of educational piece, you’re missing a whole huge section of your market. If you’re not educating them on the problem that they have, and that you’re the solution for it, do they know that they have the problem and, more importantly, do they know that you’re the solution to that problem?


Dallas: Yeah, awesome. How does the problem relate to the offer?


Preston: That’s kind of the whole thing. Really the problem is really the whole story. It’s like the hook. It’s really why people are there in the first place. Let’s say it’s lead generation. People are like, “Oh, I think I need better lead generation.” This is a really good topic for us, because a lot of people overlook the sales aspect of it, and they just look at lead generation. Right now, I bet you if you go to your email inbox, you’ll probably find a hundred emails over the last week that are promoting some sort of Facebook ads course, right? That’s the hot thing. Facebook ads. Learn Facebook ads. Learn Facebook ads. All of that’s going to be meaningless unless you know how to convert those leads into a sale. That’s the one thing that’s going to be putting money in your pocket, but everybody keeps looking at the cause. It’s not the problem, that’s the cause, right? It’s like, “Oh, I need another marketing solution.” When you really drill down the right problem to the right audience, then you have a message. When you put that message in front of that audience, and you’re consistent along every part of your funnel, then it’s much easier for people to say yes to your high-end offers.


Dallas: Awesome. Really, when we think about it, marketing is all about getting the sale at the end, but it’s so easy for entrepreneurs to get bogged down in marketing and spend years getting good at [inaudible 00:08:41] pages or Facebook ads, and forget the whole point is to get the sale at the end. I think part of it is, of course, fear of getting [inaudible 00:08:50] phone, and having someone possibly rejecting you. You’re [inaudible 00:08:54] dealing with the pointy end, but I think a lot of aspiring [crosstalk 00:08:57]


Preston: That’s the point is if your marketing addresses all of that, then there shouldn’t be a fear because then people are excited to invest with you. It’s not like they’re investing out of fear. They’re investing out of faith. You’re not convincing somebody like, “Hey, give me your money,” right? It’s not like that. It’s like, “Hey, this might not be a good fit for you.” Like, “I don’t want your money.” Like, “We don’t take everybody.” Like, “Prove to me why I should take you in.” That’s a big difference in a message than, “Hey, I want to see if I can have a conversation with you to tell you about my business. Do you have an interest in this?” It’s like, “No, I don’t have an interest in that. Get away from me.” It’s like I’m attacking you, but if I’m trying to push you away, I can be like, “Hey, you have this problem, and I can totally solve it, but I don’t know if this is going to work or not.”


Dallas: [inaudible 00:09:56] The tragedy is that the more you’re struggling in business, the harder you find sales or the more you need them, the more desperate you come across, and you really do repel people because they can tell that you need the sale. When people are starting, if they’re unsure about sales, starting a new business, especially selling your own things, sometimes it’s easier to sell a product that someone else has built, but you build your own product, and it’s so much about you, it’s easy to be uncomfortable and hesitant or …


Preston: Guilty.


Dallas: Yeah, exactly.


Preston: I think we’re all guilty of that kind of stuff, if you haven’t sold for anybody else. I have. That’s why it’s a lot easier for me. That’s why I’ve sold millions of dollars of stuff for hundred thousand dollar packages.


Dallas: For sure. I’ve asked my friends and clients and networks, “What are your problems with sales?” I got some really great questions. I thought it would be good to dive into [crosstalk 00:10:58] get some clarity on other recurring things. We [crosstalk 00:11:03] through these questions. Got heaps, but broke them down to the recurring ones, and they were surprisingly consistent. The first one was if I’m starting from scratch and possibly on a budget, where do I start with all of this stuff, in terms of attracting and enrolling high-ticket clients?


Preston: That’s tough, because that’s not really my audience. My audience is seven, multi seven-figure people, and that’s the reason why I work with those people because it’s tough to get going. You just have to … I just say chip away. You just have to try different things until something works. That’s the hard part about it, is when you’re just starting out and you’re on a budget, you got to try things that you can’t … for instance, Facebook, instead of hiring somebody to go through all that, you got to learn how to do it.


The good thing is that pretty much any technology out there, they want you to succeed with their technology. They have manuals and training and YouTube. You can go and … I always tell people if you’re having trouble with something like that, you can become an expert in 90 days, and you can do it for free. I call it … even block out a portion, maybe call it Technology Tuesday, where you just block out an hour on Tuesday, and all you do for that is you just spend one hour learning some technology. If it’s Facebook, then you just go in and you watch a bunch of Facebook, YouTube videos. You go watch some … you go to the training inside Facebook, and you go through their stuff. There’s no reason that you can’t learn that stuff. You can be an expert. The only reason that you’re not able to do that stuff is because you’re choosing not to. You’re having an excuse. You have an excuse to say, “I’m not going to go spend the time to go learn this.” You can go learn it.


If you’re not going to hire a coach to teach you that, I get it. That’s the offset. We can certainly teach you how to do this stuff. We’ve condensed it down into steps, but where do you think we got it from? It’s testing and tweaking. You go out there and you fail. You go out and you fail fast. You learn what not to do. That’s how you do it. You just have the faith, instead of having fear and not doing anything. I just posed a question to someone if they say, “I don’t know what to do.” You just do it. That’s the thing. You do whatever it takes. If you want to succeed, you don’t have excuses. You just do it, right? If you can’t afford a mentor to do that, you go look at places that you can. All the information you need is out there for free. The only reason why you’re hiring people is because we have a specific process. We’ve condensed it down. Our steps could be similar, but they could be different. They’re our specific things.


Dallas: That gives you a proven process and quicker results, doesn’t it? That’s really the advantage, is you know you’re doing it the right way or the way that has [crosstalk 00:14:14]


Preston: But you test it out, that’s the thing. The law of attraction, right? There’s a lot of different steps on how to manifest things. My steps might be similar to yours, but I might do things a little bit different. You just test out. Maybe something resonates with you, you do it more. If not, then you … this is a great way to measure, because no one ever measures anything. The way we measure things these days is how much money we have in our bank. If you’re successful, you have more money. If you’re not successful, you don’t have money.


Dallas: Awesome. The next question is where do I find people willing to pay for my high-end programs? A lot of the audience have developed from their expertise a five or ten thousand dollar program for a specific market that solves a specific problem, so they’ve got the product, but they don’t know where to find the client. Also, the other aspect is they’re not sure how to offer it. Where do they find people? How do these seven-figure coaches find clients?


Preston: 98% of the leads for the client that I’ve sold millions of dollar for have come from Facebook. Facebook ads. Here’s the thing I got to tell people. The thing about price and money is if you have a problem with money and price, it’s your problem. It’s your value. This is the thing that I have discovered, is that really the difference between successful people and not successful people is the level of belief of self value and self worth. If, for instance, if you have a thousand-dollar package, and someone’s like, “Oh, you should be charging ten grand,” and you’re like, “Wow, I don’t know anybody that would be willing to pay that.” Really what happens is we start going down and down and down, and then eventually we get to a point where it’s like, “Hey, come just get a free coaching session with me.” Then we get sucked. Everybody keeps having this mindset of going down and down and down, and where your prices are is exactly your self worth. It’s exactly your self value. That’s what you’re putting on yourself.


You mentioned something earlier, it triggered something that I though of, is when you go on a sales conversation, you win or lose that sale before you even speak to a person. It’s energy. You have this energy that’s out there, and that energy right there is that self worth. It’s the vibration that’s going through the air, and whether you believe in that or not, it’s there, and they will pick up on it. They’ll go through, and they’ll listen, and you’ll have a perfect conversation, and they’ll say, “Wow, this sounds amazing, but I’m just not sure. I need to think about it.” And then, “Let me get back to you tomorrow.” Then they never get back, and you’re like, “Damn. I had an awesome conversation. They totally needed this. I could totally help them, but they said no. Why did they say no?” Because that self doubt. That’s that self worth.


I had a conversation with a client, and he was like, “I’m putting an event on, and I’m thinking about charging either 197, 297, or 397,” and I was like, “Where’s the zero? How come you’re not … why are you charging so low?” We typically charge 7500 for three-day events, and more for higher-end events. I was like, “You could easily charge one to two to three grand for a one-day event. That’s your value. If you think you’re worth two hundred bucks, well guess what kind of client you’re going to get?”


That’s the other thing, too, that goes back to that first question about investing and stuff like that. The level that you’re willing to invest into yourself, that’s what the universe is going to supply back to you. If you’re the type of person that’s like, “No, I’m not going to hire a coach. I’m going to figure it out myself,” you’re going to attract that kind of person, and when you’re talking to them about hiring you as a coach, they’re going to say, in their mind, “This sounds pretty awesome, but I’m just not ready for this now.” It’s going to be the same thing. “I’m just going to do it on my own. Great conversation, but I’ll just go do it on my own.” Those are the conversations that you’re going to have. Until you’re really willing to step up and invest into yourself, the universe is just going to keep supplying you what you’re willing to put out. The first law of attraction is give first in order to receive. Give out some value in order to get value back. It’s counter-intuitive, but that also comes from the internal. Be happy first in order to see happiness. Be successful internally first in order to see the success that you want. You don’t see the success first and then feel that you’re successful. You feel successful now where you’re at, because where you’re at right now is exactly where you need to be.


Dallas: For sure. Mindset is a huge part of this. I wanted to pick up on something you said earlier, and just point out that you’re closing these deals generally in a single conversation.


Preston: Yeah, exactly.


Dallas: [crosstalk 00:19:50] You’re having the conversation, and then it’s if you’re ready to invest today, then there’s an offer for that that’s worth our audience knowing that this isn’t at the end of a three-month [inaudible 00:20:06] process which a lot of us face. For example, I do web development, and some of those leads might be a ten or twenty grand project, which sounds great, but it can take months to win that job sometimes, so there’s a lot of the sales cost.


Preston: Yeah, exactly, which is why coaching and consulting is amazing.


Dallas: Yeah.


Preston: You know, the value there.


Dallas: Terrific. The next question that we have was what is the sales process to convert these leads? This ties a bit to the starting from scratch question that really your top-end clients, they pretty much will use the same funnel, don’t they? [crosstalk 00:20:48] is pretty predictable, so perhaps you could just walk through the basic steps people go through, from their Facebook ad through to the sales conversation, and ultimately the close. It doesn’t have to be tons of detail, but you’ll give people an idea of how it was done.


Preston: Yeah. There’s a five-step process that we go through, and I’ve seen a lot of these different funnels built, and a lot of these people have … there’s offshoots of different things. There’s tripwires and all these different things that you can do. The Jeff Walker three-video, four-video type thing. There’s all different variations, but the foundation and the core of everything is really … can I share my screen? I’ve actually got an image there.


Dallas: You should be able to, yeah.


Preston: Let’s see, give me a second here.


Dallas: I think it is so easy as an aspiring marketer to get lost in the large funnels and the tripwires and survey funnels and things, but really if you just learn the very basics towards a high-ticket sale, you’ll realize that everything is built on that, and there are some key components in there that if you miss those, then it’s really hard to make the whole thing work.


Preston: Okay, let’s see, give me a second here.


Dallas: Cool.


Preston: All right, can you see? See that?


Dallas: Yeah, I’ll just make sure that’s presented so it doesn’t change over. Okay, that’s good.


Preston: So (coughs) excuse me. This is the five-step process that most of the clients that I have use. You can see it’s just moving through the different boxes here to get to the end conversation, the enrollment conversation. Like I said, I work backwards, because this is where I’m hired to do my sales. That’s the enrollment, right? I’m the guy that enrolls it, then after here is where it goes back and we fulfill it. If it’s your program, this is where you’re going to fulfill it.


Dallas: Preston, I might just get you to read through those steps, because some people are listening to audio only on a podcast.


Preston: I’m going through them right now.


Dallas: That would be awesome.


Preston: I’m going through them right now. The last step is the lead enrollment, and the previous step, if like I said earlier, if there’s a problem with the conversation, we have to go back to the offer. The offer and our educational event. Essentially, the offer is really the end part of the third step, which is the education. Before that, it’s the lead capture, and the lead attraction. I’ll just start from the beginning.


Obviously we want to attract a lead, right? That’s our message, our ads, and when we have the right message, and we put the right ad in front of the right audience, we’re going to get a higher quality. We attract the right audience by having the right message and putting the ad in front of them. The ad could be anything. Not just a paid ad, but it could be an email. That could be an advertisement. Just anything that puts the message out there. That’s the first part of it, right? That’s why it’s so important to know who your audience is, because when you have the right message … this goes into our 30-second elevator pitch. We can say like, “I help this specific audience to eliminate this problem so that they can have this benefit, or this solution.” That’s really the whole foundation of our message to these people.


The lead attraction, and that leads to the lead capture. The lead capture is your landing page. This is where they opt in to get something. The reason why we do this again is the law of attraction. We’re giving something of value first in order for us to build a relationship with them. Typically, we find that the best things to offer here are something that’s just really highly valuable and it’s easily consumable, so a one or two or three-page PDF is really good. We like to use blueprints. I have the perfect offer blueprint, and the perfect offer blueprint has seven steps, and that fits nicely on one PDF page. They can print it out and have it handy, so that’s something that is a way to capture the lead. That’s why we call that the lead capture.


From there, we need to educate the lead. This is the third step, is the lead education. We like to use educational events like a webinar or this, a podcast is great of a Google hangout. It’s just something that really informs people. Again, it’s teaching people with the problem. What’s the problem that your audience has? It’s around the high-ticket sales process, right? The lead enrollment. Lead generation sales, sales and marketing, right?


Dallas: Yeah.


Preston: There’s thousands of people that teach sales and marketing. That’s not new. That’s not anything unique. That’s why our story is so important. We put our story into these events. We talk about our background. We get people to … that’s why at the beginning of here you gave a little introduction. You let people know about achievements or something, and it’s part of the story. Gives credibility to the person. At our educational event, we have different things like a beginning, a middle, and an end. Your beginning is just the introduction. It’s like, “Hey, I’m going tell you why you’re here. Here’s how long you’re going to be here. Here’s what we’re going to cover. By the way, you might not know who I am, so here’s my story. Listen to why I’m here doing this.” Here’s the steps in the middle, and at the end we have some sort of offer, a call to action. That usually involves, in the high-end sales, it usually involves getting people into an enrollment conversation. That has it’s own set of … there’s a whole blueprint for that conversation. You go through and you do all these different steps on the conversation.


This is like the whole foundation. Again, the fourth part, the lead offer, that’s the end part of your educational event. That’s your call to action. I got to tell you, that right there, the reason why I have the offer as its own separate section is because it’s really the most important part of the whole process. This is where I find that most people are losing the sale in the enrollment conversation. Their offers just suck. That’s a problem. If you can improve your … I always say a weak offer leads to weak clients, or leads to weak leads. If you have a strong offer, where do you think that’s going to lead to? Right.


This is really the whole … remember I said I reverse-engineer everything. From that, this is what I find, the offer. That also includes things like what we talked about earlier, pricing. How do we price this? What kind of packages are we going to put together? There’s typical things that are offered. We know also there’s different levels that people will invest in. Going back to that question about price, it’s your value. Your price determines really the level of client that you’re going to get. We always say start high. There’s always a real high-end one-on-one. There’s usually some sort of a lower-priced group coaching, and then there’s some sort of digital or event, three to five-day event, or something like that. That’s what you’re offering to them. Usually on those, we put higher prices on them. We find like ten thousand dollars and under are good for events, three to five-day events. Even coaching programs, that’s also good value. There’s $2500, $500 monthly fees. Whatever you’re comfortable with, and move into that. That’s really that whole fourth step, and then the fifth one again is the enrollment conversation.


Dallas: Awesome. One thing we haven’t really touched on is why it’s so good having high-end clients. There really are huge benefits to both you and to the client, because it’s easy for someone who’s stuck charging $200 and feeling like still getting no is defeat. That would just be a ripoff, paying ten grand for something, but there’s a huge difference in the outcomes and benefits on both sides, aren’t there? Perhaps you can just expand on that, because it leads to the next question too.


Preston: Yeah, it goes back to what we talked about just now about that internal value system that you have. Think about it. If you’re tying to find the cheapest thing out there, you’re going to attract that kind of person that’s looking for cheap things. Until you really sit down and you invest … if you want to charge ten grand for your services, you probably should start thinking about investing into your own coach that’s going to cost ten grand. Until you do that, you’re not going to be able to mentally be at that level. That vibe is going to be there. You’re going to be like, “Yeah, I want to charge ten grand. I know I’m worth it,” but you’re telling the universe, “But I’m not willing to invest into myself.” If you’re not willing to invest into yourself at that level, why the heck would anybody else want to invest with you at that level?


Dallas: People value what they pay for, too. If I get something for free, or I buy that $200 course, we all know what happens. It ends up on a hard drive, never opened.


Preston: Yeah.


Dallas: When you put the money in, you don’t know [inaudible 00:32:00] at that ten grand plus price point, and you build your life around it because that’s a big commitment, and you follow it through. You take the action, and you get the results, and you get the transformation rather than having one more course on your hard drive which isn’t just gathering dust.


Preston: Oh yeah, absolutely. I actually had a client. He lives in Germany. Flew in for a VIP day, came out here. He said the same thing. He was like, “I’ve spent thousands of dollars on courses, and I’ve done this, gone to events.” He’s like, “What I need is somebody to basically just walk me through this and tell me, ‘Hey, here’s step A. Do this. Go here. Click this button. Do this.'” That’s really why we hire coaches, is because we can’t do it ourselves. We can’t be accountable to ourselves, as we know these New Year’s resolutions, they always go away really quickly because we can’t hold ourselves accountable. If I say, “Dallas, I’m going to be here on time for this call,” I could say, “I’ll show up when I show up.” That’s not right. If I make a commitment to you and I said, “I’ll be there at six, or nine, or whatever,” I am going to be there, and you’re going to expect me to be there, right? It’s a lot easier, but if I say to myself I’ll be like, “Yeah, I got to clean the house,” and then I put it into my calendar at 8 a.m., then 8 a.m. rolls around and I’m like, “But there’s a game on. I want to watch the game. I’m going to go do that,” it’s like where are your priorities? It goes back to the business end.


Again, like I said, if this is really important to you, you’ll do whatever it takes. You will find a way, and really the way that we do that is we hire mentors.


Dallas: Yeah, sure. The next question was how do I overcome that [inaudible 00:34:07]?


Preston: You’ve got to just prove to them that you’re worth it. You got to show them. It’s really confidence. It’s not about showing your product or service. It really has nothing to do with you. That’s the big … if I can really share anything, if you take away anything. Where I see most salespeople failing is that they’re trying to sell their program, product, or service. You can’t do that because you’re just going to convince people. If you’re trying to convince people, what’s the only thing that they can fall back on is price. “This isn’t … it’s not valuable.” When you go through the enrollment conversation that I have, they can’t … I never hear people say … well, yeah, they say it’s too expensive, but we already find that out. We already talked to them, and when they say that to me, it’s not an excuse just to get off the phone. We’ve already explored all the options, and they literally cannot afford the program. There’s no reason for me to keep pushing that, so we find that out in the conversation. There’s a lot of … it’s really the whole process. When you go through and … for instance, how did we start off this conversation? How did you introduce me? What was one of the big things that you said that stands out with one of the things that is there?


Dallas: You’re a bestselling author and you’ve sold millions of dollars’ worth of coaching, and you’re one of the top enrollment specialists in the world.


Preston: Yeah, so I mean that’s, wow, millions of dollars of stuff. It stands out. Sorry, kind of got off track there. Forgot what we … (laughs)


Dallas: Of course. A lot of it is pre-positioning too. Some people just should be able to call in the first place either. Part of your process is also qualification.


Preston: Yeah, absolutely. That’s really what that whole funnel is for. The reason why we have those boxes there, those are different steps. Think about it. If someone goes through step one, and they get to the fifth step, they’re missing a bunch of pre-qualification steps. If they go through step one … I think you mentioned something earlier, each of these steps has their own calls to action. Like you said, there’s an overall general thing. Yes, we want to sell out coaching program, like our high-end coaching program, but that’s the big picture, but each of these small steps has their own call to action, call to action, call to action in order to get to that.


For instance, the ad. The ad has to basically get people. The call to action is to get them to that landing page. That landing page is the call to action is essentially just to get them to put their email address in, nothing else. You’re not selling anything. You’re not talking about anything other than, “Put your email address in.” When they get that, the whole next call to action is to get them to the educational event. That whole educational event is designed to lead them through a series of steps to get them where? To the offer, so that they can hear and say, “Wow, is this for me? Yes or no? Did I find that valuable? Yes or no? Do I find enough value in what I spend an hour listening to to go to the next step?” Which is if we position this correctly, it’s, “Hey, look. I’d love to work with you, but I can’t work with everybody, right? There’s some qualifications. If you want to go to this next step, meet these qualifications.”


What do you think those qualifications are? What did we talk about in the very very beginning? What’s in the first step? Who are we talking to? The audience. We have the steps of our ideal audience. We pick that out. We say, “Look.” If you hear people saying it’s expensive, so guess what you say in the enrollment conversation? “Hey guys, if you’re just starting out, and you think that this is expensive, please don’t apply. Please don’t jump on the call. You’re just going to waste our time.”


If anything, I would say that the whole big picture isn’t to get people to enroll into your high-end programs. I would say the whole big picture is to weed out the people that aren’t a good fit to even have that conversation and even go there. If you have a hundred people, and you say, “Hey, who of you has an interest in this?” 20 people raise their hand, you’re like, “Cool. You 20 people go over here. You 80 people, see you later. I don’t need to talk to you.” Guess what? Now I’m just going to focus my message on these 20 people. That’s the audience, right? That whole marketing funnel is designed to find these people, but really it’s to weed out those people that we don’t want to talk to. That’s the kind of shift, it’s like these little subtle shifts when we think of things like this.


My coaching client that came in. I just go through some of these little steps, and I’m like, “Hey, this, this,” and he goes, “Oh my God. I didn’t see it. I didn’t see it.” He’s doing something every day, and he hired … it’s so funny. I’ll just share this with you, because it’s cool. It’s a story but it also goes back to … he’s like, “So I need to hire a secretary.” He’s like, “Yeah, so, I went through. I put an ad on the paper, and then a lady [inaudible 00:39:35], and I interviewed her. The first person wasn’t a good fit, so then the next thing comes through. That person was really good.” He’s like, “Guess what? I got this person starting next week, and it’s going to free up all this time.”


I was like, “Awesome.” I was like, “So why did you hire me?” He’s like, “Because I need help with my funnel.” I was like, “But, you just created a funnel right there. You just created an ad. You had a landing page. Someone contacted you. You had an enrollment conversation, and you enrolled somebody. You weeded out somebody that wasn’t a good fit, and you had an enrollment conversation.” He’s like, “I don’t get it.” I go, “What are you doing here in your coaching? You’re doing an ad to a landing page to get someone to this, to this, to have an enrollment conversation.” He goes, “Oh my God. So simple. Now I see it.” Like a light bulb, it just went on. That kind of stuff. That’s one of the reasons we hire coaches. That’s why we spend the money. That’s why we charge high fees, because we want those kind of clients. We want the clients to come in and go, “Oh, okay, your fee’s ten grand a month. Can I pay three months in advance?” That’s the kind of people we want to work with, right?


Dallas: Yeah.


Preston: Confidence. It’s value comes back to the value that if you’re not confident in what you’re going to give out, how likely do you think someone else is going to be confident in what you got?


Dallas: Awesome. One of the things I picked up there, too, was with every little offer along the way, we say, “If you are A, and that is the qualification. If you are a business owner who wants to grow their business and double the size of your business, and no one’s going to think, “Oh, well, I’m going to make a million dollars by investing 200.”


Preston: I’ll share one of my little secrets that goes around that, if you’d like.


Dallas: Yeah, awesome.


Preston: This goes back to that question about how do you counteract something that’s expensive, when you talk to somebody. When I get to the point of conversation, I say, “Hey Dallas, I think I can help you out. I’ve got this package. I can certainly help you with your enrollment conversation and generating leads and putting an event on together. I can teach you how to generate $100000 in a weekend. Six figures in a weekend. I can help you with that, but before I tell you about that, I’ve got to know that you’re committed to this,” because I’m looking for someone that’s going to be my next case study, so I want somebody that’s really committed to this. My best case studies are people that are committed to taking action now. They’re tired of the results that they’ve been getting, and they’re ready for a change and a transformation now. Dallas, let me ask you. Is that person you?


Dallas: Yeah.


Preston: Right there. Nobody has ever said no to that question. Now if they come back and they go, “Well, I’m just not really ready right now,” you can go, “Well wait a minute. Earlier you just told me you’re an action taker. You’re ready for this now. What’s the problem? Is it me? Do you not believe my solution will solve your problem?” You can challenge people. This is another thing. You’re not convincing people to buy your program. You’re challenging people to step out of their bullshit. The story that they’ve been telling themselves, I call it the little voice. What you’re doing is you’re the bigger voice. You’re coming in and you’re like, “Hey, you can tell yourself that story over and over again, but you’re not fooling me. You’re here for a reason. If you’re not really willing to take action on this now, you’re just lying to yourself. Are you lying now, or were you lying back then?”


Dallas: Yeah, and we’re scared, aren’t we, of stepping out of our comfortable mediocrity.


Preston: Yeah, and that’s the difference between the type of sales that I do. I don’t convince you … I don’t be like, “Well look, my program’s totally going to help you. I can totally get you this.” I don’t give a shit. When I sell my high-end programs, I don’t even talk about the program. Literally, this is how I sell it. “Hey, Dallas, I can teach you how to do the enrollment conversation. I can help you generate leads. I can teach you how to put an event on and generate six figures together. That’s it. Investment’s only ten grand. Are you ready to become my next success story?” I don’t even talk about it. Most people are like, “yeah, so module one is this, and week one we’re going to cover this, and you’re going to learn this and this and this.” I tell you, that’s boring. It’s boring. It’s logic, and people don’t want logic. Have you ever heard the thing that says, “People buy emotionally, but they justify it with logic?”


Dallas: Yes.


Preston: That’s an actual equation. If you look at it, people justify with logic, so they justify, meaning just a tiny tiny little bit of logic is needed to justify the whole emotion, which is why we do educational events, which is why we tell stories. Emotions sell. We get people emotionally involved. We also have the logic, and the logic says, “Hey look, here’s what it is. It’s eight-week program. We’re going to teach you a couple of things here. I’ve got some bonuses. I don’t even want to tell you about the bonuses. You’re going to get them, but it’s just going to overwhelm you. You’re going to get some cool stuff.” That’s how I sell $100000 packages. Literally, that’s it. “You get these bonuses, but I’m not going to overwhelm you with the details. You get it, right? They’re facts, so you can go check it out later, but you get it.” My pitches are like 30, 60, 90 seconds. That’s how much I talk about the actual … our stuff. Everything else in that whole thing is about them. It’s about their problem. That has nothing to do with me.


Dallas: Awesome. With our next question, we can talk about all of those. So much gold here, Preston. I’m loving it.


Preston: Yeah, this is awesome.


Dallas: Tell us how you get people to say yes on the call, though, because I’m sure we’ve all had that experience with people saying all the right things and they’re excited and it sounds great, and then they want to think about it or they want to ask [crosstalk 00:45:58]


Preston: I just kind of went through it. I think what we just went through answers that. I don’t sell anything. I inspire people to step out of their bullshit. That’s it. I challenge them. I inspire them. If someone’s going to come to me and go through that whole process, if I just found out all about you, you just told me that you’re committed to making a change in your life, and you’re here for a reason. Really, they’re there to make a change, but what’s holding them back? Is it just the money? Is it me? Challenge them. “Is it the money? Why is is the money? Oh, because you’ve never invested that much money before. Yeah, it’s scary. I know it’s scary.” You got to challenge these people. What do you think is going to happen when your clients come to you, and you ask them to invest this same amount? You’re feeling the exact same thing that they’re feeling. What would you want to happen? Would you want them to be scared, turn away, or would you want them to step up and say yes, to finally make a different decision?


That’s what I do. I get people to make a different decision. They’re always doing the same thing. “Oh, that? I can’t do that.” “How do you know? What if we can come up with an option that gets it to you? Yeah, it’s ten grand, but what if you put two grand down, and then we help you out with payments?” Who knows? You don’t even know. This is the other thing. People are like, “Ten thousand? I don’t have ten thousand dollars.” People are like, “Well, damn. Well, could you do half now? What if we did half?” “Oh, I could do half.” “Well, cool. When can you do the other half?” “Well, I can maybe break that out into the next two months.” “Deal.” Right? We work with people on this stuff.


Dallas: Cool.


Preston: One of my clients, he was like … I’m not going to tell that now. We just challenge people. That’s what I like to say. Just get them out of there. “Oh, I don’t have the money.” “Well, what are you talking about? Is it just your checking account? Do you have any other accounts? Do you have a savings account? What kind of liquid stuff do you have? Do you have any investments?” Ask people these questions. “Do you have anything liquid? Do you own a house? Maybe you can get equity out of your house. Have you ever thought about that? How about a loan? How’s your credit? Have you even gone to the bank to get a loan?”


I’ve had people, when I was selling $100000 packages. I’ve had people talk to me, and they’re like, “No, I don’t have that money.” In their mind, they had a few grand in their checking account, but they had a savings account that was savings for retirement, and they had a hundred thousand in there. I’m like, “What’s that for?” “It’s for my future.” “Well, what are you doing this business for?” “For my future.” “So, you don’t see a relationship here?” Now the light bulb goes on, but then he’s like, “Yeah, but that’s all the money I have in there.” So we’re like, “Well you can certainly do payments, but if you make the payment in full, what did we say earlier? You’re stepping up. Would you want your clients to pay in full, or would you want your clients to make payments? Invest the way that you want your clients to invest with you.” He said, “You’re right. I’m going to take it all out.” This is the other thing. We’re not getting people to invest out of fear. We’re getting them to invest in faith.


He takes the investment, he makes it. Guess what? Within 90 days, he made three times that back. His first event that he puts on, he made that back. He made $250000 his first event that he puts on.


Dallas: Wow. The key though, Preston, you’ve already established that this is the most important thing to them. That’s what the call’s about, isn’t it? It’s figuring out [crosstalk 00:49:45].


Preston: Yeah, again, if I’m talking to that person, they’ve gone through that funnel. They’ve gone through, remember 80% of that funnel is going to make or break your success. You say all this stuff to them. You have testimonials. “Hey, I’ve got this person John who was in the same position. He was sitting there … if you look at my stuff, I’ve got one guy, Gerald So. He was making two grand a month. I consulted with him … he saw me speak at an event. I taught him the steps of my enrollment process. He goes out. He has a conversation, and he’s like, “Hey, I’m getting stuck with this guy at this 15 grand package. I’m trying to get him to invest.” We talked for 30 minutes, and then within 24 hours, he closed $45000, so three deals he closed. Then within nine days, he did $105000.


That’s the kind of stuff, too. We showcase that stuff. We go, “Look, you could be like Gerald. Gerald was doing two grand a month, and now he’s doing six-figure months.” Here’s the thing. If I could show you a way to make a million dollars, what’s that worth to you? Is it worth a grand? Is it worth … other people have used this same [inaudible 00:51:05] to make millions of dollars. The process works. If you could have access to that process, is it worth five grand? Ten grand? Would you pay 25 grand to have the map to lead you to a seven-figure business? How about a hundred grand? Can you start seeing how the value works with that? If I go the other way, it doesn’t work. The value needs to be there. That’s how we showcase our value.


Dallas: What about if the offer isn’t a money-making offer, though? If it’s a relationship coaching, or a [inaudible 00:51:43] coaching, because I know you’ve actually sold a lot in this space as well?


Preston: [crosstalk 00:51:47] The guy from Germany. He doesn’t teach people how to make money. He’s a relationship expert.


Dallas: Okay.


Preston: It works the same thing. You just have to tweak it a little bit. It’s like the 80-20 rule, or the 90-10 rule. All this 90, 80 to 90% of all this stuff’s going to be the same, and you’re going to tweak it. Which is why I also say if you have multiple niches, let’s say you do have a money-making niche, a relationship niche or something. Let’s say that you do that, build one funnel out first, because that whole funnel is going to be very similar. Then you can come in and just tweak the 20% for the new funnels. It’s really that. 80% is going to be the same, and then you just tweak it out to fit that niche.


Instead of saying, “Hey, you’re going to make $100000 a month,” how about, “You’re going to have the best relationship of your life. If you’re looking to have the best relationship of your life, I’ve got,” this is what I told my client. “What are you looking to sell? What’s the problem.” “They don’t have good relationships.” “Well, what’s your solution? I can teach him how to have a great relationship.” “Okay, what I’m hearing you say is you’re going to teach him how to have the perfect relationship.” “Okay, what kind of blueprint could you create? The perfect relationship blueprint?” Well guess what? The domain name was available. He created the perfect relationship blueprint. He put his steps down in a little blueprint, and then what did he do? He followed those steps to the funnel. He just said, “Hey, if you’re looking to have your perfect relationship, put your email address in and get the five steps to the perfect relationship. You can get it at perfectrelationshipblueprint.com.” (laughs)


Right? It’s simple. See how the message goes right to the right audience? “Hey, are you looking for a divorce attorney? Great. Before you hire your next divorce attorney, you want to download this free report, or this divorce attorney blueprint. theperfectattorneyblueprint.com, right? You can change these out for pretty much any niche. I prefer to work with the make-money niche. It’s just my preference. It’s a lot easier, I think, to sell 100000 and $200000 packages. This is the kind of conflict I have with my client. He ask me, “Who would really spend $100000 to have the perfect relationship?” Well, think about it. There’s people out there that would. If you position yourself as that person that can do that, then people will start finding you and they’ll pay it [crosstalk 00:54:33]


Dallas: It’s cheaper than divorce.


Preston: Exactly, right? This is actually one of the points of it, is your cost of inaction. What’s your cost of inaction? Well, you might get divorced. If you don’t figure out how to have the perfect relationship right now, what’s a divorce going to cost you? “Oh my God, I’m worth this much. It’s going to cost me this much.” “Well great. My coaching’s only ten grand a month or, if you pay in full, it’s just $100000. Oh, you can’t afford that level, well great. If you’re not at that level yet,” this is what I teach my clients is that you’ve got to picture every one of your clients as that $100000 client.


Even if you’re just charging $2500 a month instead of ten grand a month, you still got to say, “Look, my time is worth $100000 per client. I’m willing to give you a,” … don’t use the word discount … scholarship is a much better word, because most people go to university and that’s a common word. “I’m willing to give you a scholarship. I hold out scholarships for people. Oh, you can’t afford $10000 a month? What can you afford? Hey, I can probably do $2500 a month. Hey, in your mind, is that worth it for you to do that? Guess what? I’ll tell you what. A couple times a month, I offer a scholarship. I totally can help you out. If you’re serious, and you’re ready to do this now, I’m willing to give you the scholarship of $7500. Are you ready to do this now with me? Great. What’s your email address. I’ll send you the invoice, or what’s your PayPal, or what’s your credit card number?”


Dallas: Cool. [crosstalk 00:56:15] Such a key point, isn’t it, that you get the payment at the time. If you want to close the sale on the phone, you need to get the payment, because otherwise they disappear.


Preston: I’m going to instill this to you guys. The word is now. This is why I sell so much, and I sell four times the amount of the other salespeople. The reason is is because, in my mind, everything that I say is now. “Are you ready to do this now? Are you ready to make the change and have a transformation now? Are you tired of the result you have been getting, and you want different results now? Well, great. We’re going to do this now.” I have different ways to do it. I keep trying stuff. It’s testing and tweaking.


Someone’s not ready, they say, “I don’t know.” “Hey, are you in front of a computer? Great, what’s your email address. I’m going to send you a link.” I don’t send anything in the email other than the link. There’s nothing there. I just put in the subject “link,” and then I just paste the link and I hit send, and then I instruct them. I’ll say, “Hey, I’m going to send that link to you. When you get that email, open the email. I want you to click on the link. When that new window opens, please let me know when that has loaded up,” and I just shut up. Then they’ll do it. They follow my instructions.


Then they go, “Okay, the window’s open.” Guess what the window is? It’s the credit card form. It’s not a sales page. I don’t believe in sales pages. Your sales page don’t exist. I send them the payment page. They’re looking at name, credit card number, and 1997 or $2500 a month for three months, or $7500 one-time payment, or whatever the fee is. They’re looking right at it, and all I say is, “Great. Fill out the information. Go down to the bottom. Click the pay now button, and let me know when you’re done,” and I shut up.


I kid you not. I’ve had people that were on the fence go through the process and they go, “Okay, I’m done.” Sometimes that’s as simple as it needs. Remember I said people want you to walk them through the process. That’s simple as it is. Sometimes you just need people, just tell them what to do. “Look, I can help you.” The little voice in their head is going, “No, no, no.” Be the bigger voice, and you say, “Look, I know I can help,” if you know you can help them. Don’t deceive them. You got to be honest. We’re not here to deceive people and just get their money, because that’s much worse. If you can help them though, you should do whatever you can to get those people to enroll without strangling them.


You’ve got to challenge these people. “Come on. This is something that you need. You’re here for a reason. Don’t go back to the old ways. As your trusted advisor, I can’t honestly and ethically let you go back to the life you just said you don’t want, right? I can’t do that. I have an obligation as your trusted advisor to enroll you now to get you to that life that you just said that you want. You’re going to make the same decision and continue that path. I can’t let that happen. You can make a million dollars. Maybe not. I can’t guarantee you’re going to make a cent, but what I can give you is the blueprint that has made it. The only difference is you. I can walk that path with you, but you have to walk it to. We can walk side by side, but you got to take your own steps. I can’t walk up the stairs for you. You got to lift your foot. I could show you how to get there. I can show you the path. I can even show you other people doing it. By the end of the day, you’re either going to do the same decision that you always do, or you’re going to make a different decision right now. So, Dallas, what do you want to do?”


Dallas: Hell yes.


Preston: (laughs) It’s either 100% hell yeah, or it’s nothing at all. If you’re ready to invest, you’re going to be … I say this to people. They’re like, “Let’s do it.” I go, “It doesn’t sound like your very enthusiastic about this. I only want people who are 100% into this. Are you really into this? Is this going to be something?” They’re like, “Yeah.” I go, “Give me a ‘hell yeah.'” They’re like, “Hell yeah.” I’m like, “That’s it.” That’s how you commit people. You get them committed. I’m like, “Is there anything that’s going to cause you to back out?” “No.” “Great, so you’re 100% committed? Great. I want you to say it loud. ‘I’m 100% committed into this.'” Get them to say that. Do shit that other people don’t do. Step out. This is what’s going to stand out. That’s why I’m so successful with that stuff.


Dallas: This is fantastic stuff, Preston. If people want to get some more [inaudible 01:00:49] and work with you directly, you’ve got a special offer for people who have an existing funnel, so they need to be all up and running, but you help them improve it, help them with the enrollment conversation. Tell us a little bit about what people, in that situation, can do.


Preston: It’s called the Perfect Offer Blueprint, and really that’s the specialty niche that I’ve been in. All the clients that hire me, after all the stuff that’s out there. Again, my clients are the people that teach marketing funnels, right? They teach sales processes. They teach high-end sales. Why the heck would they hire me if they’re already doing millions of dollars? Because they’ve got gaps in their funnels. It’s like the third party coming in, you can only see so much of your business, but me coming in as a third party, I can see things that I’ve seen from these other businesses. That’s another point too. A lot of people, they become successful with their business, and they go out and try to coach. That’s one big thing that’s different. My stuff works for multiple niches and multiple people. It’s not just something that I developed for myself. It does work for myself, but multiple niches. That’s the other thing, too. It will work for multiple niches.


But perfectofferblueprint.com, if you go through that funnel, there’s my perfect offer blueprint. What I do there is I give you everything. I give you all the steps of everything that we just went through on a PDF that you can use as a cheat sheet. I also have a video. It’s a little over an hour. I think it’s like 75 minutes, but I break down all the steps of the offer, so if you’re someone that’s doing webinars or videos, you’re going to want this. You can take all this information and not hire me, and the reason I want to give you all of that, I want your success story. I want you to come back and be like, “Yeah, I learned all this stuff from Preston’s free content, and I made all this money.” That’s the stuff that happens, right? I want to hear that story from you guys.


At the same time, right, if you’re getting all that stuff for free, what’s it going to be like when you actually work with me? When we sit down and we do this, like you and I. You’re asking me questions. What if this is your business, and you’re like, “Hey Preston, I had a trouble with this client, or I got an event coming up,” whatever. You’re just like, “I need you to walk me through. What do I do?” You’re like, “I’m stuck.” Then you’re like, “Thank God, I know what to do. Clarity.” That’s what I ultimately want. That’s my big picture, is I have a service that I do that for you. I’ll go through and I’ll do a critique of your whole funnel, your offer, and I’ll tell you exactly what you need to do to make changes. Then I also have a coaching program that we can, for the people that want to meet weekly. [crosstalk 01:03:50] Go through the perfect offer blueprint funnel. Go through that. See if that’s something that resonates with you.


Dallas: I’ve gone through that training, and it is awesome. I saw the PDF. It’s only a few pages, but there’s so much information in there I still haven’t implemented it all. The video training is super value packed. Anyone serious about selling needs to get onto perfectofferblueprint.com and Preston, thanks so much for sharing your expertise.


Preston: Yeah, this is fun. Thanks for having me.


Dallas: As you say, You’re a really [inaudible 01:04:28] people to take action to get what they want. [crosstalk 01:04:32]


Preston: That’s what I would leave people with. I would say just take the information from this and apply it. Practice the stuff. Don’t be scared. Be scared of not failing, that’s how you’re going to succeed. I challenge you to get out there, take action. Even imperfect action is better than not taking action at all, and just get some results. Get some data. Get something to measure against instead of saying, “Oh I don’t know if this will work. I think this will work.” Know it. Just do it, and try it, right? Do it. That’s what I challenge you to do.



High End Client Enrolment Secrets with Preston Rahn & Dallas McMillan



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