Jeremy Weisz 10:11
Let’s talk about what places people can actually use them, and just correct me if I’m wrong, because we can walk through it, but if we look at the process we have, let’s just zoom out for a second. For leads, like getting leads in the door, like inbound, right? That’s one we’ll talk about. Then that leads to a call, a discovery call, how do people use we’ll talk about how people can use it in a discovery call that leads to a foot in the door, right? And you’ll talk about the difference between strategic and a product service. And then that leads to a project, which could lead to an ongoing service, if you have one, right? So these pieces, yeah, let’s start with and let me know if I missed anything. I want to start with, the leads part and like, how people use it. But I know you have, like, there’s 12 ways people can use case stories. So whichever way you want to go, if you want to start with just how do people use it to get leads in the door to start?
Ian Garlic 11:20
And I want to back up a little because if you use them to write, you know, there’s a difference between testimonials and case stories. So if someone’s like, I’ve got testimonials, testimonials won’t work for any of this. Someone saying how great you are is not going to work for this. Yeah?
Jeremy Weisz 11:38
Let me show your site here. It says, your tagline here.
Ian Garlic 11:44
Is testimonial, stink. It’s because you’ve got to listen to your customer stories. The customer stories have to answer all the questions, you know, do you understand my problems? Have you helped someone else like me with those problems? How does this work? How long will it take? What can I expect for results, and will this work for me? These are all questions that are in people’s heads that video case stories can overcome. And you have to do different varieties. We have to have different hooks, different angles. I talk about all that in the book and I don’t think we’ll get to all the places, but there’s over a dozen places throughout your sales process alone. Yeah, that you can use case stories if you go to videocasestory.com/rise, I’m going to send you a list of, you know, all the ways that you can add 10 more sales in the next 90 days using case stories. I don’t know if we’ll get to all of them today, four hours of it, but when it —
Jeremy Weisz 12:39
We’ll link up. videocasestory.com/rise, where I know you have a kind of foot-in-the-door worksheet, and then how you get those 10 more sales. But so out of the 12, yeah, what’s one or two? Like, just give an example.
Ian Garlic 12:53
I think the most powerful places that you can use it in the sales process is once someone raises their hand. So, we need a lead generation in a second, but most people are not marketing to their prospects. This is a big problem, because you get the lead and you’re like, this is a crappy lead. And I’m like, yeah, it’s a crappy lead, because you didn’t, they know nothing about you, right? You do all this lead generation, and then you expect, when you get on a call, that they know everything and or you can explain in an hour. But case stories, pre-discovery call, you should be using cold to warm. Case stories, dot and CO does that before they get on Discovery calls and their fractional account manager, management company. Taylor’s awesome. She’s been on your podcast. I think link to that, but they use it pre-call. People come in sold.
They’re one of our clients. I know solutions, eight use case stories throughout the retargeting. It was their number one retargeting video. So this is in, and people that are in the funnel, right? They’re retargeting to them, so that when they come on, they’re pre-sold. And those are two of the ways that I use them. And then what I always do. That’s why it’s important to have a tackle box. I will understand. I will go, before I get on, do some research about the person, hopefully have some information about what their problems are. And if I don’t, I’ll do this after the discovery call, and go through all of our stories. So when I hop on the next call, I’ll start dropping stories and go, hey, yeah, your leads kind of suck, or, hey, you’re getting commoditized. Case stories can help prevent commoditization when they’re combined with the foot in the door.
And so this is bearing meta, so I’m doing that, and then I’m sending the video about the case stories, well, going through the tackle box process and listening to your stories of the problems, actually, help me to develop my foot in the door, because my foot nor has had like 20 different iterations, and moved from a strategic or went from a product based foot in the door into a strategic foot in the door because of case stories, listening to the stories actually improved my sales process. And so it becomes meta, right? You’re you, but if you’re using them throughout the sales process, and then in between, you’re using them. But one of the best things, the fastest ways, I think, people can start closing more business with case stories, is using them in follow-up. Right?
A great way to do is regularly collect your case stories and go, hey, it’s been three months. Here’s someone just like you that started three months ago. Look at their results. If you want to wait another three months or another year, right? That’s going to get someone’s attention instead of going, hey, just following up, seeing how are you doing? It’s like, oh, all right.
Jeremy Weisz 15:58
Yeah. Sending something is valuable. So I could see when we talked about in the leads category, two examples you gave. One was you could use them for retargeting. Two, you can actually reach out proactively. Or if they reach out to you, just send it as a nurture sequence. And then we get to the discovery call, right. So now they’re on with a team member. How should people use it in that part of the process?
Ian Garlic 16:26
They should be dropping the names, dropping the stories, throughout the discovery call like, Oh, you have that problem. You know what? Jeremy was giving away his strategy, right? He was just giving away. Spend two three hours on strategy calls, free strategy calls, and then there are three hours on proposals, until we use the case story process to find his foot in the door and he started to sell a strategic offer. I’m gonna send you that story later, right? You just weave that in, but you have to prepare ahead of time, and you have to know them. Because one things I did early on is I have all these stories, and I’d be, like, ready with all these stories, and then I’d try and cram all the stories in.
But if you know you have a bunch of store or, like, at the end, oh, I forgot the story I tell you. But if you have a tackle box, and the reason I follow tackle box because you have the hooks and angles and all your stories one place you’re laying in a big fish, you have one place. So if you review that pre discovery call, it’s top of mind, and then during the discovery call, you talk about it, and after the discovery call, you send over the videos.
Jeremy Weisz 17:29
I want to point something out. It also helps train staff. So if you’re bringing on a new staff to sell, if you helped us. Of course, if you go to rise25.com/casestudies, we have them on there, and that helped train our team to share them.
Ian Garlic 17:52
Yep, yeah. And Jason Swank, we talked about, he brought on a salesperson, had him working within 60 days. You train them on that. And actually, Jeremy, I look back and the case stories arose out of me, selling agency, consultative marketing services almost 20 years ago, when no one knew what SEO was, right before there was, probably six people had podcasts back then. I’d go in and be like, oh, SEO, blah, blah, blah website, blah, blah, blah, here’s what we’re going to do to optimize your website. And people like, right? They have no idea what’s going on.
So I learned from the best the top two or three people were selling a story. I watched them. They collected the stories, and they used them. And the other thing that I saw them do was sell something small, first, a foot in the door. Now I’ve evolved that a lot since then, but over 20 years and my foot in the doors had, like, literally, probably 50 different evolutions over that time. But those are all ways that case stories, I’ve used them, and that’s why I help other people with them.
Jeremy Weisz 19:05
So we go from again, from the leads part to then discovery part, to sell something small, foot in the door. How can people use it in the foot in the door, and maybe explain a little bit of what you mean by that, if someone’s not familiar?
Ian Garlic 19:21
Yeah, I just got on a call with someone who had seen my stories. Now I obviously have a book, so there’s a little more authority, but they watch all of our YouTube videos. They saw me on a podcast, and they picked up the book, read it’s booked an appointment, and they wanted everything, but I’m like, hey, let’s stop. Let’s get the strategy down first, right. And I told stories of why the strategy was so important. And I don’t remember which stories I told, but I sent over some stories afterwards. But that’s a foot in the door, because I sold strategy first.
But it’s an offer. It’s a strategic offer. I’m not selling it like, hey, you need to buy strategy. I built out an offer, and the case stories helped me find that offer, find out what problems I needed to solve first, what problems I could get big wins with. Because at first I was selling just case stories, just the videos themselves. And when we moved over to this case story method, and I realized I was selling a product, I wasn’t selling a full solution, a full offer.
Jeremy Weisz 20:34
So you before, like the before and after, before you get on the call and be like, Hey, we can do your core four videos, we can do 10 case stories, and now you’re like, we need to set up a whole strategy around, how do we structure it so it meets your business needs, and what you need to do first?
Ian Garlic 20:53
I don’t even talk about our services before a discovery call. And in this case, the person knew that they want a video on YouTube, right? Because they saw me talking about that, but I just talk about results, the case story results. And I go to get there, we need to do X, Y and Z. These are the problems we need to solve of yours, right? You don’t have differentiators. We’re going to find those in your case story process. You have testimonials. You don’t know what’s different about you. You don’t have stories that are going to shine. And then when we do other content, you need to differentiate yourself too, right? That so you don’t look like this was an attorney.
You don’t look like everyone. And it’s like, yeah, well, then we’re going to do that through the case story process, we’re going to listen to your clients and hear what, how, what they have to say. And then on top of it, we’re gonna have videos done, and we’re gonna build out a strategy. So first you convert more, then you attract more, and then you get more, just general authority out there. Like, okay, now our offer is a little different than that, but that’s how we develop the case, story process. I don’t talk about our services ahead of time, because when you talk about service, you can say you do that, but let’s talk about what your real problems are.
Because when you talk about just those services, you pigeonhole yourself into that, like we’ve talked before, like if you go back to the beginning of the podcast, when Jeremy’s talking about what he does, the podcast was at the end, the podcast is the tool to help you connect with your clients, your dream 100 stay top of mind, give them attract them all that stuff. That’s the difference in selling that. And that’s the difference with the foot in the door, is because you’re like, hey, the first step to doing this is this.
Jeremy Weisz 22:48
So we have leads going to the discovery, going to the foot in the door, and then after the foot in the door, you lay out the strategy. And then the next step would be for you to do it, whether it’s a project or ongoing. How can people use the case stories within, from the going from the foot in the door to actually the project or ongoing?
Ian Garlic 23:13
So up until now, we’re using cold to warm. So cold is problem ware warm is solution ware, maybe the solution being YouTube with us, or any customer stories, and then now hot is provider where, why are we better? Why are we the best? And so we do a different version of those case, stories talking about, hey, we’ve got, you know, we really dive deep. We’ve been doing this for 20 years. We produced over 20,000 videos. We have all these famous clients. We get results both short-term and very long-term. Our clients have gotten results for 10 years from their videos. We had Marty, who closed Delta Nikon from his videos because of us. And he talks about why we’re great. We send those over, right?
So now it’s really those in there, and we will use those, and I use them throughout the foot in the door to go, Well, you need to do this. And this is why it worked for someone else. You know, there’s Gino talking about, I’ll send some of those over that really hot, warm to hot. Now those will be closer testimonials. There’s still stories. Additionally, once you go through the foot in the door and send over a list of all the things that you’re going to do, I don’t make proposals anymore. So that’s why we’re going to have that foot in the door, designer that’s going to save you, literally, I just, I did some math on it, save you something like 40 hours a month on proposals, if you’re just doing one proposal a week, thinking about 2000 hours a year doing the foot in the door process, a strategic offer, foot in the door process.
So if you have a strategic offer now, the services are just logical and now you have on the list of services, you have people talking about that service, not but you doing that service. Those are hot case stories. And it’s like, and that closes, 32% more clients. And what’s great about having those case stories on your proposals, especially if you’re working with big clients, is you don’t get to talk to what, 75% of the decision-makers. You’re talking to one person who’s trying to go out and sell your services now to someone else. You have case stories on there, video, case stories, and they’re like, oh, oh. And you could have multiple team members. We’ve done some case stories where it’s like, we have the CMO, we have the SEO expert, we have three different levels of experts in the case story, of people that worked with the agency, and so those go on your proposals, bam, you’re rich.
Jeremy Weisz 25:47
I want to circle back to the foot in the door. Bam, that’s it, bam. So I like to see, thanks for kind of walking into the whole picture, from the kind of the leads part to the discovery part to the foot in the door, part to the project slash ongoing services part, I want to circle back to the foot in the door and go a little bit deeper, because I talk to a lot of people, they don’t have a foot in the door. They maybe don’t know what it is, and when they do know what it is, they kind of push back against it a little bit. So talk about the foot in the door. What’s the objections you get? Because, I mean, you told us early on, many years ago, you guys should do a foot in the door. And I listened, and it’s probably one of the best things that we did, and it evolved, right?
If not the best thing we did, and I would simplify, but I’ll have you talk about, but I would simplify it as like, listen, go and really sell the strategy in the roadmap for doing this, which is very, very valuable, and for a lower price, and obviously it’s a lower commitment, and we get to demonstrate in our knowledge, our expertise, and we get to deliver a crap ton of value to someone in a shorter period of time for less money, so they can see, wow, these people. We get them results, and they like, wow. These people know what they’re doing.
Ian Garlic 27:21
They feel something when they work through and folks, if you’re thinking about outbound and if you’re thinking about a podcast and you are selling to other businesses, you need to spend the $4,000 or whatever it is, for Jeremy’s blueprint. It’s amazing. It’s probably some of the best things you can do in the sales part. And I’m not just saying that because Jeremy’s my friend. I’m telling that because I see a ton of these. And the objections I get, the number one objection I get, well, the number one problem is when people sell a proposal like that didn’t work. I’m like, yeah, because you get more proposal, it needs to be substantial. The number two problem I see is that people say, oh, my audience won’t buy strategy, right? And here’s the thing, we pay for expert strategy all the time, if you had a rare heart condition, right?
My son Max just had a rare autoimmune disease. And like, you can go get your free clinic, right? You can go get your, go to your family doctor. You can go online and try and figure it out yourself. But when it comes to something really, really important, you are going to pay top dollar to get this figured out as fast as possible. You need to present it in that way that you are the expert in solving this problem. And this is the first step, and people pay thousands of dollars just to go to the heart surgeon and talk to them right before the surgery and make a plan for it. That is the difference is that you have to position yourself as expert. Which case stories do that. So case stories help me find the foot in the door, and then you have case stories of the foot in the door working. So case stories present you as the expert, and you need to be creating content that shows you are the expert in solving this problem, because a podcast isn’t the problem, right?
Needing a podcast is just being an order taker. But Jeremy solves a problem if like, hey, do you want more referrals? And do you want to talk to your clients easily, without ever having to cold call them again, podcast is a tool to do that, right? That’s the first thing you —
Jeremy Weisz 30:04
Thanks with the video, when we talk about the video, case story, and that’s why, I think, why you call the no-selling sales system.
Ian Garlic 30:14
It’s a no-selling sales system because you’re not selling anything. You’re taking people on a journey of understanding step by step, right? First, you analyze what the real problems are. Then you go, here’s a diagnostic tool, my strategic offer that’s going to take you to the next step. You’re going to feel better, right? And then I’m going to run that with you so you understand everything that’s happening. And we really get a deep dive, and we connect. And then from there, it becomes obvious that these are the next steps, and it’s just a matter then of how fast you want to go. Because we close, so something like 80% 85% of our foot in the doors. And from there, open, open. Yes, I do say that I like it. Yes, I like to open new clients. Thank you for saying that. Because I think it is important I’m not closing any right. That’s a big problem, too. Everyone’s like, I want to hire a closer. I want to hire a closer, closers. This is a relationship that you’re building, like you’ve talked about.
You don’t want someone thinking, this is the end of it. Your salesperson thinking, “this is the end of it.” No, we’re opening the relationship. And I never think like I’m selling anything to anyone. I’m just helping them to the next step. And because I have a system, I know what the next step is, and it’s logical for all of us. And every time it grows, you do the same thing people, no one starts with $100,000 a year podcast, they grow into it. Why? Because it’s making them money and they see the path to it.
Jeremy Weisz 31:51
Talk about the foot-in-the-door worksheet a little bit. I know if you go to videocastery.com/rise, you can download it. But what are some things in it?
Ian Garlic 32:00
So the foot-in-the-door worksheet, some of the key criteria is going to be figuring out the elements of your foot in the door. What if doing a brainstorming session, and if you have one going, is my foot in the door correct? Because a lot of times people think that they have one, and there’s a reason that it’s not working. And I hear this is, I mean, like you said before, I hear it all the time. It’s like, I tried the foot in the door didn’t work right? If you go through the worksheet and say ask all the questions in there, you’ll find out why the foot in the door is not working for you, and also you’ll find out what to do to fix it.
Jeremy Weisz 32:38
You said, there’s a common mistake with people. It’s really a proposal, it’s not a foot in the door. What are some other mistakes people make with the foot in the door?
Ian Garlic 32:47
Another big mistake is they’re like, I’m gonna go make this all awesome, and I’m gonna make this big, huge package and put it, do all the branding and blah, blah, blah, build out the funnels and lead magnets. I’m like, That is the biggest waste of time.
Jeremy Weisz 33:02
It’s basically, I’ve heard you say it’s a project that’s not a foot in the door.
Ian Garlic 33:07
Well, not only that. Well, yeah, if you build a project out that’s not a foot in the door, it should be a strategic offer. It should not be a project. It should not be a product. Because I’ve done this before, like I said, with case stories, you sell a case story, it’s not a logical step into the next aspect of it. So you might sell, like you could Jeremy could sell podcast gear, right? I mean, it’s number one thing people ask Jeremy, I’m sure, is, what’s the gear I need, right? And then how do I get more viewers? He could sell both those things, it’s not going to get the result right, or have set someone on the path to results. That’s a big mistake, I think, trying to brand their foot in the door and get it all ready to sell and be like, I’m going to get my foot out in the door. It’s like, six months later, it’s like, oh, it’s almost there, right? Not getting out in the world.
When I work with someone, I just did this with an agency owner who we went through their tackle box on Last Saturday, and they are testing out their foot in the door on Tuesday, right? The only reason they didn’t test it out on Sunday and Monday is because they were traveling, but on Tuesday, they’re testing out their foot in the door. The footnotes going to evolve the foot in the door, don’t think that you’re going to get it right the first time. You need to be testing it and it’s going and don’t try and make a ton of money off it. That’s not a thing here. Feels like I’m going to charge $3,000 for this SEO audit. Audits aren’t a good foot in the door because you’re just causing pain.
But an SEO strategy, that’s it. And finally, if it’s not an offer, that is a huge, huge, huge mistake in the foot in the door or with a strategic offer, an offer, it’s not, you’re not just selling. You know, you have to sell benefits and problems. Solutions to problems, not just like, hey, I’m gonna create a strategy.
Jeremy Weisz 35:08
I remember when we were talking years ago, when you’re like, you need to do foot in the door. I’m like, what’s a foot in the door? And then I’m like, Oh, that makes perfect sense, right? And we just went out, and ours has evolved a lot, right? It started off, I’m like, listen, I don’t care about the money, right? It was like, We charged, like, I forgot what it was, $100 or something. We went back to the past, people we’ve talked to and said we’re gonna just try and over deliver and deliver this, like, whole plan for ROI of your podcast, and talk with them about it, and say, we’re gonna raise this. So if you want in at this the $100 because we want feedback, right? We are totally honest and transparently. We have not done, I mean, we’ve done this many, many times over 10 years, but we haven’t delivered in this format before, so you have to give us feedback.
We’re just gonna charge you 100 bucks, right? It’s just almost like just showing a little bit of commitment, right? Because I don’t know if people actually want it if they don’t pay and they value it more. So we did that. It was like, one session. It’s obviously grown over the course of time, and we’ve really, we’ve spent a lot of time improving the foot in the door, and now it’s three sessions, because we’re like, oh, we can’t cover everything we want one session. Then we made it two sessions, and, like, we can’t cover everything we want to cover in two sessions. That was three sessions. And who knows by the time you listen to this. But we try and leave no stone unturned when it comes to the whole strategy. So that’s kind of a testament to you, saying, just get it out the door. Keep improving it and iterating.
Ian Garlic 36:43
Yeah, and you dedicate yourself to it, because the foot in the door sets up the rest of your relationship when you open the foot in the door, right when you open it. That’s literally what I mean the footnote door is opening a door, and that’s what it is. And so, because yours is a strategic offer, it just everything spills into the rest of the relationship. And, yeah, you’ve done a great job of evolving it and talking about it. And we’ve talked about it a lot and looked at what we can improve and I think that’s another thing. It’s it just can’t be done in a vacuum. That’s why you have to listen your customers. You have to execute. Should get and we help people with it, but because it’s using case stories in your foot, in the door is the best, and that’s where the case story tackle box has become a great, amazing, I think, one of the best footnotes, along with yours, because it helps people. It genuinely helps people.
Jeremy Weisz 37:40
How do you structure your tackle box? Like, give people a little overview.
Ian Garlic 37:43
So how do I structure it? It’s a relatively simple process, but it’s talking about their favorite like, really analyzing who are their perfect clients to replicate, and their future clients. Because we want to tell the story of this person that maybe we’re not working with right now, that we want to and do a deep dive into the story components. So we do deep dive inside of this document. And when you do that, you start to find angles. You start to find patterns. I don’t know anyone that talks about 10 of their customers at one time, right? Very unless you’re, I mean, talk about the project and how it’s going and, like, why it’s not going right in it, but you’re not talking about what went well and who that person is, and what’s the similarities. So we find niches within there. We find extra services that they need, that we can produce. Right? You’re great at listening to your customers and going, what are they asking for? And creating that within the realm of it.
And so we go through all of that, and then we plan out the stories we’re going to collect. Because so many people are like, I’m just going to do testimonial. I’m going to send a videographer out there. Like, what? This person knows nothing about your clients, and you can’t just use, if you had a giant court case against your business, right? And you hired an attorney, and the attorney, the lead witness, comes up on the stand and the attorney pulls out ChatGPT and goes, “what are the top 20 questions I should ask this person?” You’d be pretty pissed off, but that’s what people are doing with their most valuable thing, their customer stories. And so what we do is we have this planning part, and then on the back end of it, we collect the stories, and then we analyze the stories. And every time people like, I didn’t know that happened. I didn’t know that about my clients.
And the bigger the company, the more you need to do this, because you get further and further away from your stories. And the first story in the book, and I’m sorry to spoil it, is Walt Disney. Walt Disney would sit and watch people come in through the gates of. Disney World count how many steps they took before they threw away a piece of trash, because he wants to put trash cans there. He would stand in line. Walt Disney was the most famous person in the world, right? And he would stand in line at Walt Disneyland, and ask people about the line, right? Because he knew this was the most important thing. So that’s why we built this tackle box and from there, obviously make videos. We create strategy. Lot of times I’m like, Hey, you should probably do a podcast.
We don’t do that, but we know the best, right? You should probably do this. And I become the strategic advisor that, the trusted advisor to these people because of it.
Jeremy Weisz 39:34
Ian, I may be attributing this quote to the wrong person, but I’m gonna say it anyways. And so Brian Kurtz, who’s a good friend, colleague, mentor, I bought. He has a great book Overdeliver, but he at the time, he owns the rights to breakthrough advertising. So I bought Breakthrough Advertising. Eugene Schwartz is the author, you know, amazing marketer, copywriter. And I think this, you may know, but think this is attributed to Eugene Schwartz, but he said, or someone said, copy is not written, it’s assembled. And kind of what you’re talking about with that is taking what people said, right, like, which we’re talking about in the form of stories, and assembling it so that it sells.
Ian Garlic 41:35
Exactly well and also, because you can say, hey, we’re the most experienced, or you can say, hey, we’re the most strategic. That means nothing. But when you have the words of a client, and we had one that was, like a customer service, one that was, we’re like, Well, can you explain to us the how the quality of their customer service? And he goes, watch this, and he picks up the phone and calls the head of whatever head of strategy, the guy picks up at one ring, and it’s like, how, Hey, Bill, how can I help you? Right? That demonstrates the customer service. That is a hook. Watch this is an amazing hook, but you can’t you need that person, other person saying it.
Jeremy Weisz 42:15
Yeah, I love listening. And actually, at some point we talk about the giants of direct response. But like some of the top copywriters in the world, do this so well. They tell the stories inside the copy, and some of the best ones, they’ll interview like 100 of the person’s customers or clients before writing the copy.
Ian Garlic 42:34
100% Rick Sizari is, I mean, the George Foreman grill didn’t do too bad, right? And that’s what Rick Sizari’s method was, right? Is talking to the customers, not a focus group, interviewing the customers. One of my favorite infomercials of all time is the blue blockers, right, Joe Sugarman. The guy doing the rap that was a man on the street that wasn’t planned, and we’re going to, oh, my God, I could see everything, right? It wasn’t while the blue blockers have UV protection of 98% and blah, blah, blah, right? They throw that in there for logic, but it was people’s reactions putting on the blue blockers for the first time. They’re still selling them.
Jeremy Weisz 43:22
Joe’s book on copywriting is one of my top three of all time, if anyone it’s the Adweek Copywriting Handbook. It’s fantastic. I actually was able to spend some time when he came through Chicago. Me he rest in peace. He gave me his book, signed it, and I devoured it. It’s fantastic. There is a PI attorney. Maybe we’ll give a real, live example of like, maybe it’s from lead to discovery to foot in the door to project. There was a PI attorney, if you want to walk us through that journey for a second?
Ian Garlic 44:03
Well, I think I mentioned it earlier, but it was basically he walked, he saw me on a podcast, looked at my YouTube videos, got the book, read the book, and then hopped on a call. Three days later, at that point, got bunch of case stories. Heard it all working. And 38 minutes later, because I was selling a foot in the door, and my foot door is expensive, but it was like, oh, I want it more, but I’m like, No, this is where we’re starting. It was a no-brainer for him, like 38 minutes of me talking to him. Another reason we talked for 38 minutes is because we hit it off and we had a great time because I hopped on with another client yesterday. Same thing, right?
It’s like, Hey, this is what’s going to happen. Like, okay, I’ve been listening to your listen to podcast, watch your videos. I knew you, so that’s a part of it, but it’s a no-brainer. When someone doesn’t see all your stuff, takes a little more selling with the foot in the door, but you don’t have to jump through all the hooks. It’s like, Hey, here’s the first step in this. It’s a small step, but we’re going to figure all this out together. And there’s a lot of ways to sell that and create an offer, but once you get good at presenting that offer, it is super easy, and because it’s just the next logical step. I did one, I did these at several trade shows.
I did one for tax accountants, and I closed like 10 people on there. Two of them are still clients. Have spent hundreds and hundreds of 1000s of dollars with us, because I set myself up as the trusted advisor and I fulfilled on it, right? You can’t set yourself up as a trusted advisor and not fulfilled on it continuously.
Jeremy Weisz 46:01
People continue with you because they get results from it.
Ian Garlic 46:05
Yeah, but also, the reason that they get results is because they trust me. I’m a trusted advisor. We have a strategy in place. They trust their strategy, and it’s a holistic strategy. They’re not going looking 20 other places and going, well, I got a podcast from Jeremy, but the podcast over there is cheaper, right? Once someone goes through Jeremy’s blueprint, they’re like, oh, there’s never gonna be anything like this. It’s not about podcasting. It’s about this, same thing with us. Once they go through the you go through the tackle box process, everyone’s like, Oh, I get it now, and I can make 1000s of videos, but that’s the experience in it with me. And once they get it and it starts working, it’s off the races.
Jeremy Weisz 46:47
Ian, so videocasestory.com/rise, we talked about the foot-in-the-door worksheet. And then there’s some other resources on there. Maybe touch on the 10 more sales piece.
Ian Garlic 46:58
Yeah. So we talked about this, but I get grow into depth of a worksheet how to get 10 more sales using video case stories in the next 90 days. And we go deeper into why video case stories are important. And there’ll be a link to get the book for really cheap too. So the book, like I said, explains, like my one-star review on Amazon is like, hey, this is work. Like, yes, it is work. This is work like, someone’s because most people are used to I’m not gonna call anyone out, but they go, Oh, you can sell $100 million all you have to do is this little book worth of stuff to sell $100 million I’m like, all right, whereas this is like, hey, this is the starting point. And these are things you need to do to get started, but the exact same things you need exact things you need to do to get started. That’s exactly how we do it. And if you want our help doing it there, if you want to use this as if you want to use tackle box as your foot in the door. Come authorize, call me up. I’ll help you out with that too.
Jeremy Weisz 48:03
Ian, I want to be the first one to thank you. Thanks for sharing this. I’ve learned a lot from you throughout the years on a variety of topics and resources. I want to point people to check out. They can go to videocasery.com Learn More. They can go to testimonialbook.com obviously, I got your book on Audible, so you can go to any place to get it. And also, obviously, if you want those resources we talked about, just go to videocastery.com/rise, and those will be there any other things, any other places I missed Ian on that.
Ian Garlic 48:40
I mean, go, get the videocastory.com/rise, get the foot in the door greater, get the 10 ways, and from there, we’ll send you links to the rest of stuff. But those two tools, can transform your sales. Whether you’re an agency, you’re a lawyer, if you’re doing consultative sales, this is the best thing I’ve ever found.
Jeremy Weisz 49:03
I want to just show one quick thing before we end. We do have, obviously, testimonial book. We do have videocasestory.com and most importantly, we have Bill Braschi, which is Holiday Inn. There’s another one that’s brassies buddies at Chuck E Cheese. So I actually had the founder of Chuck E Cheese on my podcast, Bushnell, who is Steve Jobs’s mentor, and that was, he’s also the founder of Atari. So that is an awesome episode to check out as well.
Ian Garlic 49:03
Yes, I can’t wait to check it out.
Jeremy Weisz 49:46
There you go. videocasestory.com more episodes of the podcast. We’ll see everyone next time. Thanks Ian.
Ian Garlic 49:52
Thank you.
