Victor Ahipene: Speaking Nation what’s happening? Welcome to another episode of the public speaking secrets podcast I’m Victor your host today. As always, and super excited to introduce you to one of my friends who is doing cool things in a multitude of different areas that I think will benefit a lot of you out there. He’s helping a lot of coaches out there in the online space, but he also helps a lot of businesses increase, the sales and their productivity, with workshops. And I know a lot of the listeners out there are looking to get into the corporate space or the workshop space, uh, or even to up the coaching abilities.
Anthony Kirby: And I know that my friend Anthony Kirby has, uh, been there and done that and has got the runs on the board. So welcome to the show mate. Please should have. Yeah, thanks. It’s nice to have this opportunity to, um, interact with a human. Yeah. COBIT 19 environment we find ourselves in at the time of recording. Yeah. So if you’re listening to this at the moment, we’re both currently in covert studios, uh, which is a very socially distance device, zoom. And, uh, I know a lot of people have just figured out and found out about zoom, which is a pretty funny, all the people just go, Oh my God, there’s this thing called zoom. You should jump on it. It’s like, come on. And you know what, there’s a lesson straightaway. There’s a lesson than that for every person who wants to speak around the world is that like the market is not a city sophisticated as you potentially think it is.
Victor Ahipene: So what we, what we think is like very basic is actually in fact not very basic to the people who need our message. And that’s the reason why she keeps turning up. Because, you know, we, we, we take it for granted what we learn and what we, what we teach. And, uh, yeah, this is the classic example of it right now with people moving into a digital format of life. Yes. Well that’s, yeah, 100%. Like, because I had three people messaged me last week asking if I could help them sisett up telehealth for their prey, the health healthcare practitioner based things because they didn’t know how to take payments. I said, just sit up Stripe. How do you sit up Stripe? Yeah, yeah. And use zoom, what soon? And it’s a, yeah. So definitely don’t under it, don’t underestimate your expertise because they were all super stoked that I could help them. And um, yeah, it was literally pretty easy for me. Uh, but on you, on what you do, you obviously do a little bit more than teach people how to use zoom and Stripe. Yes. Can we run out there like a little bit of a, you know, from your work site, workshop side of things, how did you kind of get into it and what do you do when you go into businesses?
Anthony Kirby: All right. So I’m in the background of all of this is that, um, when I moved to Australia, which is what, 16, 17 years ago, something like that, I got into sales and I quickly discovered I could do really good job of teaching people how to sell. So I ended up doing a lot of sales training through my career, if you want to call it that. And then I decided about five and a half years ago now, um, that I could probably help a lot more people if I went out on my own. I left my kind of corporate job jumping out into the crazy world of entrepreneurship, um, with bright eyes and, uh, all the dreams and all, you know, all the, all the things that people promise you out there, all the guru’s promise and started to, to teach sales teams essentially and go into businesses and run workshops and speak at conferences and events around the world on the topic, basically upsells and all sort of self branding or marketing. Um, and what was really good about that was the exact thing that we opened the show with is the fact that I remember the first time I spoke, I was thinking shit, like these people are gonna know more than me. I was super nervous. I had a slide for everything I wanted to say. You know, it was super like rehearsed, very, very kind of sterile. And I realized that at the end of that that the very basic stuff that I taught at the very start of the day was the stuff I could have talked about for eight hours and if I would have still worked. So, um, the, the transition to workshops was almost, well actually to tell you the truth, it was bye. Bye. Absolutely need. So I started the business with this grand hope of working on a beach somewhere in Vanuatu, sipping on a pina colada all day. You know, I live in the dream but it didn’t work like that and I needed to make some money quick cause I had a six month old baby and I um, I called up 300 people and there’s a good lesson in this I want to share. Um, I call up 300 people in this specific industry and said, hi, I’m thinking of running this workshop to teach you, you know, IB and see about sales in this specific niche. Would you be interested in the ticket? And I, every time I, every time I would call someone, I would get the feedback from that call and I’d say, all right, I need to pivot my next call, a slot, you know, I need to make the offer slightly different. I learn all about risk reversal, all these like fundamentals of making a great offer. And that’s how I feel the first event. And we’ve got, I think 43 tickets we sold at $300 for that event. I remember that. So that was pretty pretty. Yeah. I mean you’d remember that. We’ve known each other since those days.
Victor Ahipene: Now our, I literally remember we were jumping on a four way call, like an accountability call. Yay. And you’re like, Oh my God, I’ve got to by 300 calls today cause it’s do or die. Like I, my relationship’s on the rocks, my businesses on the rocks, my finances are on the rocks because I’ve not, because the business fundamentals weren’t there, but because of jumped out at without a pedal and my boat’s thinking I’ve got to quickly learn how to swim. And I literally remember that because I, I’ve referenced it to other people before, like, you know, jump out there and do that. So yeah, no, sorry, carry on.
Anthony Kirby: It was massive. And I think, you know, the biggest lesson from that for everyone is, you know, it’s easy to fall in love with the concept of just a landing page, build a click funnels funnel. Like, you know, Russell Brunson will save the day. You’re one funnel away from magic life. You’ve got to do the work as well, right? Like, if you want to be out there and you want to be precedent in the market and you want people to respect you on a stage or in a room for a workshop, if that’s five people or 20 people or a thousand people, you know, you’ve to, you’ve got to make the calls, you’ve got to tell people the benefit. You’ve got to learn how to sell first. Mmm. You know, once you learn that, then you can fill any room. The, it’s easy after that and then you’ll get invited to other rooms and it just snowballs from there.
Victor Ahipene: And so, yeah, I mean I talk about that the kind of one should equal one at least, you know, you speak one place and then it should open a door to another place and another place in that, in that space. Um, so you went from like the paid, you know, market to people to try and get into workshops. Um, I can’t remember back then. Did you have, was it an up sell from there or was it just get people in a room and just vomit some knowledge on them? Well, let me share the strategy because I think this is going to be really helpful for a lot of listeners. Um, the strategy was I knew that if I could get these individuals into the room that they had, so these were business, um, sales teams essentially, and I knew that if I could get them to go back to their respective businesses and do something different, it would open up the eyes of their management and the management would say, hang on a second. That’s probably because of Kirby’s event. Yeah. And so the plan was if I could get them in the room, teach them for the day, buy them some drinks at the end. So I built a heap of rapport and trust, which I did. Then what followed was I followed up their businesses, their bosses, and I said, Hey, you know, such and such kind of lump to my event two weeks ago. I just wanted to check, are you seeing any differences? And what happened was they were saying, absolutely yes. We actually have seen people go from the bottom of the sales leader board to the top of the sales leader board already. What is it that you do? What is it that you teach? And it was basically my way of getting to the door for corporate business, corporate training and coaching without having a knock on the door and be the guy saying, Hey, I’m the best corporate trainer in Australia. Yeah. And it worked. So then I got a whole raft of corporate clients and start to then work individually for those businesses. So rather than having an event where I was kind of pushing the ticket sales, they were just paying me a fee or a retainer, monthly retainer in most cases to come along and do quarterly workshops. Um, you know, fortnightly zoom calls twice monthly zoom calls and try and people in workshop style settings, either digitally or, or in a live environment.
Victor Ahipene: And my big question from that is I think a lot of people can potentially, before we get into, I want to get into the fundamentals of running a workshop for people as well. But before we get into there, I think people can understand all right, like your household, there’s multiple ways to I guess, sell tickets. Like yeah, you can do your online marketing and you can pick up the phone and hustle, whatever. Um, when it comes to that area where you can’t pick up a Russell Brunson book or a podcast or listen to a Facebook person to sell tickets and you’re actually going to these corporate organizations. Is it the, how do you, I mean, I think you gave a bit of it away by following up with your bosses, which was a cool strategy. But moving forward, like for these other companies that you’ve gone on to work for, how did you find the decision maker and then how did you decide on a price? Because that’s the big like, Oh my God. Like am I undercharging myself? Am I overcharging myself and I’m going to lose it? Like, yeah, we’re, did you be able to, you know, figure out, um, their price, their price 0.2
Anthony Kirby: to two great questions right there. So in terms of, let’s start with the first bit, which is how do you get in the door with the, and I passed the gatekeeper to the desk of the person or to the phone of the person that you want to deal with. Honestly, the answer is not one that most people like, but it’s write a book. Yeah. Um, it doesn’t have to be. Now let’s just be clear here. It doesn’t have to be the 300 page bestselling, you know, thing. It could be like a 20 page guide that solves their big problems. So if you know that, let’s just use an example here, Victor. Let’s say it’s physiotherapists. Yup. Right. I know nothing about physios, but let’s just roll with that. Cause I know that you know that that world if I think about like a physio therapy business owner, their big problem is probably one getting skilled people, but from a sales and marketing perspective is getting people to show up for their appointments and making sure the lifetime value of the clients improved hundred percent so they don’t have to go out and get more, more clients. Right. So then I would just write like a small, a 10 page, 20 page document about, Hey, here’s the three things I would recommend you do in your business to to encourage client retention or to improve LTV, lifetime value, whatever it is that the problem is the main problem for your business owner. Then literally get it professionally printed. Don’t just send them a word document cause that looks rubbish like it costs nothing to go on and get it edited on Fiverr or Upwork. Get it made into a nice document. Send it to even if it’s office works or your similar office store that would print your office materials or even Ingram spark in Australia or Amazon direct Kindle direct publishing. If you’re in the U S or you can pay three bucks or four bucks a copy, get it printed professionally. Pop it in and this is the key. This is the real part of the strategy. Most people would just post it to the business. The problem with that is it’s going to land on a PA’s desk or receptionist and it’s going to go to the mail room. It’s going to get sorted. It’s going to end up just in this giant pile of junk. When you FedEx someone and you put it so that the signatory is the person that you want to speak to, so they have to sign for it. So they, they get this thing delivered to them and the FedEx guys at the front reception saying, no, John Smith has to sign this. This is a, this is for John Smith. It’s not for the receptionist. So then John Smith has to come and sign the thing. So now what does John Smith think? Wow, this must be important. I’ve had to sign for it. So now he goes back to his desk. He or she goes back to their respective desk. They sit down with their cup of coffee. They, they pull up in the FedEx envelope and they pull out your thing and then they start going, wow, that looks interesting. That’s exactly, that’s the exact problem I’ve got. Now you’ve got their interest. Now what happens is, this is the part that most people fail, is that people expect John Smith or Jane Smith to pick up the phone and say, Hey KB, hi Victor, I’d really like your guide. Thanks for sending it. I’d love to book you. That’s not how it works. The fortune is in the followup. So then you follow up a week later and you say you get through the, you know, Jane on the front desk or Bob on the front desk. He was going to be the gatekeeper and you say, Hey Jane, I know that I can’t speak to John Smith right now cause he’s very busy.But can I just ask one question? Can you just go and double check with him just for a second, uh, and just check whether he’s had a chance to read my guide or read my book. And then you get the followup from there. So generally what happens then is then they would go to John Smith and say, yep, John’s received it. He said, it’ll give you a call back. Then you want to email John. Then you want to follow up John on LinkedIn. You want to get like Hungary for the followup if they don’t follow up. This is, this is a method that I learned from Frank Kern and it’s the craziest thing ever. But for some bizarre reason it just works because it’s really memorable for me. So I was teaching sales training, so I would send like a bottle of champagne, like really nice French champagne. And so, Hey put this in your, in your fridge, you’re going to need it when your souls of records are broken. Like something like that. Right? Or you could send them a baseball bat with their name engraved on it and say, Hey, you’re going to need this cause we’re going to hit some home runs when you work with me. You know, like just something really out there where people are like, what the hell is this guy all about? Right. And that’s how you get past the gatekeeper. So that’s like kind of part one of that. Yep. So let’s say you’re now at the table, you’re in the boardroom, you’re talking to the board, you’re presenting to their people and sort of giving them a pitch. So the next part of that is how do you price the service? Most people go in there and they, they massively undervalue what it means for this business. So the why that I do it, the one that I recommend you do it is to break your sales and break your sales process in a two part first, popping in like more of a discovery phase and then not the intention be on clothes in the boardroom.The intent should be to sit there and say, Hey, as a professional, my job here today is to get to know what you need. Then I’m going to go and put something together and come back and present it to you again. they love that because it means that you’re listening to their needs, sells one-on-one. So the question I always like to ask is you know, well, I’ll give you the exact question. I work in 90 day blocks with businesses, so I work in a 90 day period and we do a 90 day growth plan. You might work differently, it might be six months, 12 months, one month, whatever. So I would ask the question, look for you to be absolutely just blown away by the results we get. What needs to happen in the next 90 days? What are the tangible outcomes you’re looking for as a business in the next 90 days? And they will tell you. So they’ll say, you know, we want more sales, more this, more that, better retention at a turnover, et cetera. You want to then get specific about how much, so if a business owner says to me, a Kirby get me $1 million in sales, million dollars extra sales in the next 90 days, then I would say, if I get you $1 million in extra sales, what is that worth to you? What do you think it’s worth for you as a business? Like net profits or, or end outcome? My experience tells me from doing this a few hundred times, now that is generally 10 times what you’re gonna create and turn over. So if you divided by 10 that should be your fee. Yeah. Okay. So if you’re gone in there and you’re saying $2 million of extra sales, you, you can easily charge $100,000 now, there’s a caveat to this though, because most people will be like, Holy shit KV. I couldn’t go in there and charge $100,000 no one, no one would take it. You’ve got to have a, well, this is my take anyway. You need to make, get a results guarantee. It can’t be all about you going and taking the money out of their pocket. This is what gets you the business. If you go in there and say, look, there’s no guarantee that we can get this. So here’s what I’m going to do. This is a, this is a 100% 100% relationship. I’ve got to put in as much as you do. I’ve got to come and deliver to your guys. I’ve got to come and speak. Well, I’ve got to come and make sure they implement. So here’s what we’re going to do. I want you to pay me $10,000 for the next 90 days. If I get you that result, I want you to pay me the balance. And that really works. Now, it might not be that you go in there at 100,000 it might be that you say, do you know what 30 grand a good number. Yeah, but so when I was doing this, I was generally ending up charging a client $86,000 per quarter. It was what I was charging and I’ve never had anyone push back and say, Kirby, that’s ridiculous. Like every client that I had that conversation with, and there’s more to that whole sales process. Of course I’m giving you the real, yeah, yeah. Kind of very basic aspect of this. But there was never a situation where I was sitting there and the client’s signed to me. Now it’s not worth $86,000 because I demonstrated the path that we were going to go on. I had a proven system, I had great results already, and I was able to go in there and say, Hey, if I don’t hit this result, I’ll work with your team until we do. Yeah. And yeah. Then there was, there was massive buy in from me too. And I mean, I understand as well as you do that if you get them $1 million increase in it next 90 days, it doesn’t stop for the business after that. It’s not like they’re just sitting there guy. Yeah. Even
Victor Ahipene: if they made nothing from you, increasing them $1 million in sales over the 90 days, they’re going, awesome. Well that should mean we should get an extra 4 million or 8 million over the year or whatever it may be. Um, and I mean, you know, businesses that can afford that, you know, the corporate industry, they understand it. They’re like, okay, cool. We’ll run the setter cost neutral and then we’ll, um, we’ll come out. So that’s, that’s, that’s such awesome insight because I think that’s the biggest thing. And you know, you’ve, you’ve obviously fine tuned it and learned it from experience. And if you haven’t been necessarily at the decision making level within a corporation, it’s just this like guessing game that you go, Oh, how about $3,300 plus $150 a month? Um, and then that just, yeah, I know I spoken to a guy who, you know, he was just lucky when he put his first Tinder and to accompany that his friend was on the decision thing and said you need to make this 10 times the amount or they won’t even look at it.
Anthony Kirby: Same word. Just 10 times the amount. Yeah. Cause it was a fortune 500 company. There’s this, there’s a level of, there’s a level of seriousness that comes at that level. Um, incidentally, another good point to make here as well. When you’re selling to these people, you’ve got to think how they think no one wants to like there’s a great sign that I got from one of my early mentors in the corporate world when I was working in corporate and he said to me, Kevin, you have to put more people between you and the gun. You can’t be always the person that takes the bullet. Now that’s a bit self serving. Of course it’s a bit cruel. But in a corporation that’s how they think. So I knew that’s how they thought. So I said, look, don’t take this out of your sales budget for my fee. Take it out of your marketing budget cause you’re going to spend it on advertising and what we’re going to do is improve your conversion so you’re not going to need to spend that money on ads. And then they were like, Oh that makes total sense. So you’ve got to know how they think as well. You’ve got to think about how they think get inside their head.
Victor Ahipene: Yeah, that’s interesting. It’s really good. So because we’re obviously we’ve got, you know, time constraints and we’ll probably end up having another episode on this end, you know, the more your your life into the online space as well. But in regards to running an effective workshop, cause we’ve all been to a lot of them and you know what, I try and teach a lot of people, which I see is one of the most common mistakes with speakers. But obviously I think with, uh, with worked people running workshops as well is just trying to spew knowledge onto people and give them too much too soon. Um, is that as, yeah. How, how do you find that you overcome that? Like how when you’re going into these corporations, how do you find, Hey, this is the point that I need to be at to be able to go in and this is how much I need to be able to give them so they don’t leave and have 28 different things on the to do list and, and to make that effective?
Anthony Kirby: Yeah, great question. So I’m going to give you the exact way to do this and and also the way that you pre-frame next steps as well. So it’s kind of like book ending a workshop, we’ll call this. So when you start, obviously you’re going to have a brief from whoever’s hired you to do the workshop. So there’s an overarching theme that they’re going to want it to run with, whether that’s, you know, service sales, whatever. Now when I start a workshop, and you can do this, whether there’s three people or 3000 people, if there was, if there’s less than 10, 15 people, I would go around the room at the start and this is a really good pre-frame and it’s, I’d say, Hey, look, what is the outcome that I could give you by the end of today that would make it worthwhile for you to be here? Because engagement is the biggest thing in a workshop, especially if they’re being paid to be there and they’re not paying to be there. Hmm. If they’d been forced to go essentially by their employer, um, then you know, most, you’re going to have half the room who are just like, this is just another workshop. I’m just going to type my notes and forget them and put them in the drawer. So use all of that language and pre-frame it and say, look, I know that most workshops you go to, you know, you’d get there and you’d be thinking, Oh, this is just going to be another workshop. I don’t want it to be like that for you today. So what I want to know is I’m going to write it on a, on a piece of pipe and put it up on the wall so we can look at it all day. What’s the outcome you want to lie? And then go around the room if it’s a small room and ask the question. So they’ll tell you what they need to to have you deliver that day if it’s the larger room. So obviously it’s not possible to go around one by one, get give him a piece of paper and write it on a piece of paper and say, Hey, there’s a piece of paper in front of you. I want you to write on that piece of paper. The one thing that I could give you today that would make this day worthwhile. Now, what you do during the day is you looking at these, that these sort of outcomes on the wall or on the whiteboard or if it’s a big bigger room, you’re looking at the outcomes on pieces of paper and you keep the money and or on your pie, on your presentation table and during the day you start to go to the people who’ve given to the answer they need and you say, Hey Victor, you mentioned you needed to know how to run a great workshop. Have I delivered on that yet today? And then Victor would go, yeah, actually you have Kirby. And I’d say, is there anything else I can cover for you on that before I cross it off the list? And what you’re doing is you’re closing the psychological loop in their brain. So they go, wow, that was good. I actually got the thing I came for. Now the backend of that is you get to the end of the workshop, you make sure you’ve covered off everything on the list. Anything that you haven’t covered off for time constraints or for whatever reason you say, Hey, can I set up a call with you one on one to go through this? Or can I set up a group call with the whole business to go through this? And then that gets you the foot in the door for the next step. But also what you then do is you want to say, um, I wanted to give me a piece of paper and I want you to write on that piece of paper on a scale of one to ten one being the worst conference, worst workshop you’ve ever been to, 10 being absolutely unbelievable metal of your needs. And you’d love to know more about how we could do things together so I can help you go further. Where would you score me? And if it’s less than a 10 I want to know what I could have to make it a 10 and that’s how I finished every workshop. And the answers you get from that are great because you get feedback and here’s the power of it. Someone who wards you eight or above, you call them and you say, Hey, thank you so much. I really appreciate that feedback. If it’s below that, you call them. You say, Hey, I noticed that I didn’t deliver for you. What did I miss? And, and you touched, what do you want to do is you want to make sure you leave everyone better than you find them, right? You want everyone in that place the leave sign. That was the best speaker I’ve seen and I’ve never heard of that person before, but they just nailed that workshop. And you’ll do that if you know what they want to achieve, not what you want to achieve. And I think I like just hearing that. I’m thinking, yeah, even if you’re running your own workshops, not for corporations, you start a free workshop or at a cheap workshop that’s a lead magnet and to know half day or a full day into something bigger and you get everyone to write that off right on the board. And you go, Hey, I have, we ticked us off. Have we ticked this up? Or this is actually what, you know, these other things. I know we haven’t ticked everything off, but here’s what we’re actually going to be doing in this next workshop because some of these, you know, these things are going to be in it, but we’re also going to be doing this as well. Um, and then yeah, people leave, they leave satisfied. Yeah. Yeah. They leave thinking, wow, that was worth my time. Not, not like, ah, you know, it didn’t really get anything from that cause the guy just spewed out all this crap that I didn’t need to know about. And I also realized that we got it like exactly that there’s the big salad because if you finish with a point that’s not for them, but they got everything they needed before lunch. It’s not until you say, Hey, did you get everything you needed or you say, I did. Yeah. Thank you very much. Yeah, exactly. And, and it’s, and it just works so well. I mean, I, I that’s something that I just, I came to that conclusion that that’s what I needed to do after I did a few workshops where it literally was me delivering on the message or the theme purely that that had been told to deliver on um, that way by switching it up, I knew that I was appealing to 100% of the room instead of 50% or 40% or 30% and that was a game changer in terms of the feedback. It was the game changer in terms of the testimonials and it meant that they were then going out into their respective markets, talking about the guy that no one’s ever heard of, which is, which is what you want because then you become her the name of the game with the other thing as well mate. Like you go through that whole day and you tick off 20 items on their list, they’re going to say like, this guy was able to answer everything we asked. I’ll be mean. He or she is the expert. It’s instant credibility. Like there’s no way they can, they can’t. One thing you can’t argue with, there’s three ways to, to teach the people. You can tell people how good you are, you’re gonna have other people tell you how good you are or you can go and show them how good you are. And the showing bit is that you can’t dispute the facts.
Victor Ahipene: Yeah. And that’s, that’s what I yeah, I think is, is really, really interesting. And I, you know, I haven’t heard that before in the sense of, you know, be adding it to my toolkit as well. But the,being able for people to just know that they’re going to leave, you know, ideally with a 10 out of 10 and if they’re not, yeah. What is it to bring somebody up and get them from an eight to a teen and spend half an hour on the phone to them because what’s that going to do? Like you’re unsatisfied or you know, not 100% satisfied customers that you turn into a satisfied one are going to be your raving fans because yeah, they go back and again, that person was actually like, yeah, it wasn’t that they couldn’t answer my question. They just didn’t have time or fit into the fit, fit into all of that. Um, yeah, no, those are, those are amazing tips. And like I say, a lot of people don’t, you know, there’s, there’s no one really out there showing people how to get into this corporate space or being able to position themselves. And I know that’s a lot of what you do and what you’re helping coaches and people do with the, you know, cause part of it, which we haven’t even delved into is positioning yourself. I’ve got an episode further back where we talk about the other different ways that you can, uh, you can position yourself, but all of that kind of ties up. It’s not like you just ring up somebody and you’re like, Hey, let me come and pitch you. Yeah. You’ve still got to have that level that, what I always say to people is the event organizer or the decision maker within a business is taking a risk and it’s on them. If you come in and under deliver, it’s a reflection on them. If you come in and overdeliver, it’s a reflection on them. So they want the letter. And so the more things that you can do to diffuse that, uh, and so that, yeah, you’re like, Oh, okay, Oh, you’ve got a book or cool, you’ve spoken know all around the world or you’ve worked at companies bigger than us or whatever it may be. You’ve been in the media, I’ve seen you on TV, you’ve got a podcast. What are all of these, these kind of positioning markers. Yeah, they help you get in that door. But then all of this other stuff, you know, I haven’t met anybody who’s even shared what you’ve shared about this kind of behind closed doors on what happens in the corporate realm because yeah, I think, I think a lot of people were out there doing it as well. And um, yeah. Then there’s other people wanting to do it and they’re doing so many things wrong.
Anthony Kirby: And let me leave you with one last tip because this is super important too. And I know, I’m like, I know I’m probably going over time, but it’s worth knowing this. If I want you to split your market into three, like whoever it is that you serve, whether it’s corporates, individuals, whatever, split into three the top of the market, let’s use technology companies. That’s a good example because everyone knows them. The top of the market, the top third of the market would be Google, Facebook, and all those kinds of companies. Then that’d be like there’d be an app, a low third, bottom third would be my spice for example. Right? Like no one uses anymore, but it’s still around kind of. It’s in the shadows and then you’ve got that middle third. Now the middle thirds, the powerful third because they want to be in the top third and they’ve been in the bottom third and they know it feels like to be there. So they’ve got the most hunger to change. You go after your market like that, you split it into three and you’re so right. Who are the third of the market who want change? Not the people who are already at the top because they’re the hardest to sell to and everyone’s chasing them. Go after the people who no one really knows or no one really cares about and go in and promise, promise and deliver on the expectations that you set for them and they will love you for life. They will pay anything you want to be paid. They will send you to places that you could never imagine. And that’s, that’s how you approach your market. It’s brilliant.
Victor Ahipene: Yeah. Cause I mean it’s kind of even a few take it from the smaller side of things. It’s like, you know, do you go chasing after the solo preneur insurance broker or do you cha chase the guy with a company of 20 or do you chase ING? Well yeah, the company with a hundred or do you chase the company with 100,000 and you get the one with a hundred and you take them to a thousand staff and you’re still going to be there for a long for the ride if they, if you get down to a thousand so brilliant. Brilliant. Yeah. Brilliant points. Dab. Oh, there was one, one other question that I wanted to, to delve into your Trojan horse. A lot of other speakers, a lot of trainers that I speak to kind of have a Trojan horse in the sense that yes, you can go in there and run a workshop. What do you like? A lot of people might use their workshop as the Trojan horse to then be able to offer other services afterwards or package on with them. What are some of yours that you would suggest that are easy? Things that you can add on to or pitch after the fact?
Anthony Kirby: The easiest thing to pitch is followup training. Yep. If you’re doing it like assuming that we’re taught in workshops, workshops are very much outcome-based generally, so let’s say the outcome is more revenue. You want to say to the owners of the business or the individuals, hi, look the workshops one day. The habits build over time, so let me come and give you the habits. Let me instill the habits, but more important than the habits. Just the accountability. You’re too busy running the business. Let me run your people that we could come in and be that voice. Let me be the white coat on the, on the Colgate toothpaste advert to use the uh, the example. Um, you know, cause in most cases the bosses told them everything that you’re going to teach them at the workshop, but they’re just not listening anymore cause they’ve heard it every week at the sales meeting. You going in there with the white coat on as the expert, you blow their mind and then you follow them up every week or every month, every two weeks for three months. And suddenly you’ve instilled the habit and you’ve instilled the accountability and you can’t file the result then.
Victor Ahipene: Is that how you say the easiest thing to answer? That’s exactly how I do it. Is that how you package it into a 90 day rather than a two day yeah. Offering.
Anthony Kirby: Yeah. And that’s where you get the value and also gives you continuity of work. It’s much easier to, and at the end of the 90 days they would see results too. So it’s easy conversation to say, Hey, do you want to keep going for another 90? With accountability coaching or accountability training?Hmm. And it’s super easy for them to say yes because you’re already doing it. Yeah.
Victor Ahipene: And now you people getting results. That’s, that’s absolutely awesome. So I know I’ve known Kirby for for a while now and I know that, you know, all the knowledge is just shared is just kind of the tip of the iceberg and what he knows in the online realm and the online spaces probably even deeper than what you’ve just, you’ve just heard here and I know that you’ve just recently launched a mastermind, a, an online mastermind for people who, you know, may have found this valuable, they’re gonna and you know, if they’re wanting to either do more of the workshop space or you know, add another leg to their business or develop their online branding and things like that, they can, they can do that. Do you want to tell people completely about that and where they can go to find out a little bit more?
Anthony Kirby: Yeah, sure. Well, first of all, let me say that the starting point for that in a circle I call it, which is like coaching and training with me. The starting point for that is an online program called the expert blueprint. Um, and that is actually free of charge. So you can go to the expert blueprint.com and get the whole online course for free. This, uh, 50 something lessons in there now, this Facebook ads training, webinar training, event training, positioning, training, um, social media content training. Like everything you need to take yourself from where you are now as an unknown quantity to someone who’s fully booked and has a calendar full of awesome clients is in that online course and that’s completely free. So you can grab that right now. Um, no need to talk to me about that. You don’t need to spend a cent. So people who go through that though, generally some of them would say, you know what, I want more support. And if you do, then the inner circle is probably the right, the right call. Um, and that’s just a, an annual membership to, uh, uh, online. Most of the wines, I suppose we’d call it, where we meet twice a week and talk about what’s going to be business and we keep you accountable and keep you on the right track and moving in the right direction with your sales funnels and your automation and everything that’s attached to sales. And Mark gets thrown in the mix there for a discussion every week. Well that’s awesome.
Victor Ahipene: So I will link that plus some other links to find Kirby or over the interwebs at a public speaking blueprint. We’re all about blueprints here, um, dot com and where you can find that you can find the show notes, everything we’ve talked about. Cause I’m sure there’ll be some things that you want to go back if you’re on the move and John, a lot of those things down. So there’ll be in the show notes. Kirby always awesome catching up with you and chatting and it’s awesome that we can even record it and share it out to the world to offer a better value. Thanks mate. Really appreciate it. Yeah, no worries. Thanks for having me.