door to door con is right around the corner with mastermind day, January 16th in salt Lake city, Utah with Tim Grover, author of relentless and Michael Jordan’s coach. You also have marquee in former NBA all star January 17th and 18th at the salt palace in salt Lake city, Utah. You have ed my let coach Burt, Tim Grover, and many more famous speakers and workshops on how to improve your leadership sales and recruiting registered today. DDD conduct com for DDT. You users. We have a DDU after party Friday night. Don’t miss out. Preregister a door to door conduct. Com. Hey everybody, this is Sam Taggart with the DDD podcast and I’m here in Dallas, Texas. Coming at you with Ryan Stewman, the hardcore closer. He’s the founder of phone sites. He’s a public speaker and entrepreneur podcast host has multiple trainings. It does events. I mean if you haven’t heard of him, go follow him. It hardcore closer. That’s your Instagram or whatever. Right? And we did a podcast about a year and a half ago and it was kind of this debate, and I kind of want a banter a little bit on that too, cause it was like door knocking. Is it dead? Is it digital world? Like where do those two play and how do we leverage both and how do we digitally knock coupled with our door knock. That’s like really what I want to jam on today. So I appreciate you being on the show and hopefully, uh, we’ll get some good little nuggets today.
You know, I think that’s, that’s a good conversation to have because that’s more prevalent now than it was a year and a half ago. Oh, 100%. You know, for sure. For sure. So, um, cause the things that exist now didn’t exist a year and a half ago. These AI chat bots and all these crazy softwares that I see on a regular basis didn’t exist, you know, a year and a half ago. So don’t tell him what’s going to happen in the next five years.
There’s a, I mean there’s just so much, um, we can do with data now that I think that a lot of people don’t leverage, you know, email, it’s like people pay a lot of money just for an email so they can remarket to, or even just website visits. People go to your website and then you retarget them the right way. And, and I think that a lot of companies that are in door to door and sales reps, they’re the one thing you have to admire about a door to a guy. And I’m advocating that that’s why I’m starting the door to our association. You know what I mean? Like we do this is they’re willing to grind where I think that a lot of people kind of lose that grind mentality. I’m assuming you find, you know, obviously being in sales, you’re still grinding, but don’t you find like a lot of kind of this, you probably see a lot of people hit you up and say, Hey, will you build me a magic funnel that’s going to then make me $1 million and I don’t have to do anything?
I’m assuming you see that in your world a lot is you’re trained marketing and of course everybody wants the magic bullet without working for it, right? That’s the American way. And, and it’s, it’s kinda like the thing you have to admire about door to doors. They’re at least willing to get out on the streets and go, how so for it. But I think that there’s a perfect world where you can create the hustle and make the hustle work two times, three times the hustle by being smart and sophisticated about it. I think that there’s a missing element there that if guys got a little bit more organized, had the right tools and systems, they doubled triple their sales just by being smart. And that’s kind of what I want to jam on it here. You’re inside and what you would do and you know, you’ve consulted, worked with a lot of cool companies and yeah, I just think this would be a fun conversation to have. Diving into that. So I guess if you were to look back, did you ever knock doors? Have you ever been a grinder like as a kid or
when I sold mortgages, I am literally noon, negative nine. Anybody who qualified for a mortgage and I did not know anybody who was real estate agent. Like one day I’m washing cars. One day I’m doing mortgage in the mortgage. Uh, back then this was 2003 back then we did door hangers and uh, and I did knock doors. I would knock doors of houses that were already listed. And then this how naive I was as a kid, right? I was 23 years old, 2022 years old and I would knock doors that people who had their houses listed cause to me it made sense that they’re probably going to sell their house in moves. They probably need a loan from the bank. Right. But could you imagine today like a loan officer knocking on your door, it’s like, Hey, you know, just fill out this application for social security now.
Do not get shot. Right? Like the people would be like, what are you trying to identity theft me like that didn’t exist back then. But like literally I showed up to people’s houses like unannounced, knocked on the door, Morgan, Jeff, I closed zero. Right. Which now makes sense. Cause like I wouldn’t give any random person, I mean banking’s a big deal. I just didn’t know back then. So my door knocking didn’t last that long. Right. It turned out I was better it stopping by builders and so a builders is same thing. I’m [inaudible] yeah, I was door knocking, but I’m talking to somebody who’s qualified to send me leads, not somebody who’s like, get away from me. I’m not giving you my banking information. Shit, what do you, I’m going to tell you how much I make a year. Right. So
I love that. I love that. And so then you’ve transitioned. At what point did you kind of jump into the digital marketing thing? It sounds like you’ve done this seven, eight years, 10 years or whatever, kind of this whole coaching, digital marketing aspect. You’ve written a few books. I guess kind of when did you make that transition into what you do now?
Well. So, uh, I was in mortgages from 2003 until 2010, so until 2008, I guess it was, that’s what I did. I like would go to meetups. I would go to builders, you know, like I would find out brand new, uh, builders that had model homes and underdeveloped neighborhoods, and I would go develop relationships and stuff like that. And this was before they were all clicked up, you know. Now if you go to Dr. Horton for example, they’re like, use our title company, our mortgage company, we’ll give you a date. They’re all, they own it. They’re not even in bed. They own them all right? They’re conglomerate. Those things didn’t exist back then. And so I could that stuff, man. And I never made more, well on the mortgage side, I never made more than $150,000 a year. But I see some of these other guys who’ve been in the business for a long time that were making a quarter, half a million dollars a year.
Right. And, uh, and they were on the high side of things. But still, I knew it was possible, right? But all I knew was that damn, I got to go get in my truck. I gotta go somewhere. I got to go have coffee with a real estate agent. I gotta like be bold enough to just roll up in a Remax and be like, Hey, which one of you bitches wants to send me loans? Like I had to be that way. Right? And in 2008 I took a job with a different bank. If you remember, in 2008 shit was falling apart. And so a couple of banks that I worked for, they just got shut down overnight. It wasn’t that they were bad banks, the people they relied on to be banks. Like when Wacovia shutdown, I mean shit, hundreds of other people that rely on Wacovia to shut down too.
And so I had to go take another job and I went to work for this place that provided internet leads, right? So it was, it was completely different. And so I was at 70% commission with the, uh, go knock doors. The old method, right? I was at 43% commission getting internet leads. And so it was like scary for me cause I’m giving up almost half of my stuff. But these guys were like, yeah, we’ll deliver 13 or so leads to you a day. And I’m like 13 a day, dude. I’m having like one conversation that’s real a week. You know what I mean? It’s like, dude, we were 13 a day. I remember the day that I showed up to work the first day they turned us loose on leads. It was a week long training. We had to go through, learn their software and everything else.
But like the day that I showed up, logged into the computer and leads came in, I was in a little cubicle with four people, right? Like they all, you know how the cubicles work, right? And so I could hear the other three people and they came from Countrywide right after it shut down, right? And I never worked in that environment. Kay. So here I am, hungry, right, ready to do whatever with these leads. Can’t believe they’re about to give me leads. I ain’t got to work for these damn things. It’s amazing right here. The other three guys say, dude, shit, that’s like 10 leads. How am I going to call all these today? And they’re just, fuck, I called their leads to man by the end of the day I had like 11 applications. I had broken the company record because I was like, Oh shit, people that actually want to talk to me.
Oh my God, dude, I can’t believe this dude. And I was hooked from there on out. It’s like I don’t never want to talk. Somebody who doesn’t want to talk to me, just have them already prequalified into your, you know what I mean? They’re already interested. Yep. Yeah, exactly. It was so much easier. So I was like, how could I create this? You know what I mean? Like how could I read three? And so dude, I got to the point where I was paying the guy that dealt out leads for like the top tier leads and everything and they, they trusted me cause I was the best closer in the business anyway. And I, all I had to do was just show up to work. The leads would come to me, man. So it just changed my life. Well, in 2010 I lost my license because, uh, cause I’m a felon and I got caught with some guns and drugs and some other legal shit.
They, it it up until 2010 that was controlled by the state. 2010 the feds took it over. You know, the federal government gets things, they typically mess it up. That was one of the things they messed up for me. And I wa I got in, I was like forced to get into the digital marketing world. Right? And so what I did was I knew how they generated these leads for mortgage people. So I started teaching how we did it, you know? And that was like how I got into this whole thing. But I also didn’t want to go knock doors and go try to talk loan officers into buying my program. Right? So I took the, the principles that I learned from the mortgage company and use those same principles to attract the loan officers who ultimately bought into my approach. It didn’t happen overnight.
You know how that goes when you’re coaching people and stuff like that. But I did have good stats and I had check stubs and all those things that nobody else that was coaching at the time had, you know. And really I think there was only one other company. Now that mortgage industry is flooded with coaches, right. And I think probably that’s partly my fault, but back then it was only one other coach that was out there. There was maybe some one off people, but there wasn’t any sensationalism back in 2010 like there is these days. So dude, I cleaned house managers showing social proof and leads come on
is saying, Hey look, I’ll help you go get leads, work my program, pay me X, and they go off to the races.
So a challenge that my, I’ll never forget the first month, my ad that I ran, maybe first two months, my ad that I ran was spin out about 20 leads a day. And the ad pitch was, this is so important for you guys to listen to this, the sales folks that listen to this, my ad was, if you’re not doing $2 million a month in mortgages, fill out the application. Let’s get on the phone and let me show you how to be a hardcore closer. That’s like the quick version, right? Yeah, dude, I would get 20 leads a day, dude. Maybe two of these fuckers could buy, right? So every day I’m like damn, get a ton of leads. But gotta lead, they’re all like non-person guys. Like how the hell I made this one tweet, right? So let me a couple of months figured out, but I went back, recorded the same video, but I said, if you’re not doing $2 million a month, this isn’t for you.
But for those of you that are looking to get to $5 million a month, I can show you how to do it. And my leads went down to like five a day. But guess what? All five of them qualified. So I’m still only getting five leads paying for the same amount on having to do a fraction of the work and I’m making the same money if not more. And so the same thing, the reason why I share that is, you know it was just something taken it back, reminded me of that dude that’s huge for a lot of you guys are missing sales at the door because of small tweak like that in your pitch and it’s costing you a lot of sales or it’s costing you a lot of followup time that you’re not getting through. So you know I always tell everybody like really think about your pitch and what words you can replace to make a difference. Cause that made a huge difference for me.
Yeah, just a very simple, this isn’t for you cause I know exactly what I want. So the first one I’m asking people, cause zero is less than 2 million [inaudible] a month. Yeah, exactly. Zeros lessons. Love it. So, so now let’s talk about that. Let’s talk about, okay, you know the digital side of, you know, we go knock a door, let’s say get some data. You know I have a, I have a software company called the Nyla, it’s all built around text followup and campaigns and things like that. And I think that a lot of people, they don’t even think that way. They think like, Oh if they don’t buy from me right now, there’s no way in hell they’ll ever buy from me. Scarcity mentality. And it really is, it’s kind of like, okay, yeah, you know where your time spent, but are you, are you not thinking well if I could automate a system to follow up with them, maybe they would call you back in two months when they’re actually thinking about this or maybe you know what I mean?
And so talk to us kind of, if you were to be, let’s say I hired you to be my solar sales guy or alarm sales guy because you have an alarm company, did we refer alarms out to someone? You did some alarm leads. So, so let’s say you’re, you’re out knocking your door to door guy. Um, how would you leverage, or your daughter company, how would you leverage funnels, digital marketing for the data that’s collected or for the customer base you have? Like what are some tips and tricks you’d kind of give that space? Like what would you do?
Well, so it sounds like you’re a vanilla product, which sounds awesome. That’s a great idea. That’s so much needed in that industry. Sounds like that’s something that would collect information should the person answer the door. Right? So I always think about what, what about the loss? Like the time that you knocked on the door and they didn’t answer right. Or the time that, that uh, they, that no one was home or you know, how many doors. So it’s still a long time since I’m not doing so. Would you say more? Don’t answer the answer 100%. Okay. So let’s say that 70% don’t answer in 30% answer, like you’re spinning 100% of your time only to be able to even contact 30% of the people. And then it’s probably 1% of those that show interest or whatever, right? Whatever those numbers are. Right? And so for me, I’m always saying about lost data.
So for example, uh, because data is King, you know, there’s a, an article out and it’s, it’s uh, in the economist it says that data has replaced oil as the most valuable, uh, resource on the planet. And if you think about it all, you pull it out of the ground, you burn it in your car, it’s gone forever, right? It’s a nonrenewable resource data. Like, dude, we sell him a tee shirt, some hat, some socks, some pest control and alarm TV, like whatever, we have our phone call you back. Exactly. Or an email or whatever the hell we retarget them. There’s tons of opportunity for us because we have somebody that we can contact.
It’s funny, I talked to a digital like app company and they just Google just hire them to do door to door for them to collect data and they’re like, we don’t even try to sell our Google products. We just care about the data. Yeah. Isn’t that crazy? You know what I mean?
It’s your info to where they can, they can say we own you. Absolutely. They’re upstairs by the way. They’re listening to as closer going to say they’re on my phone every once in a while. Like Google should be like, yeah. Um, yeah, I can’t handle that. You’re like, wait, no, they’re literally upstairs, the other building and then I think, uh, I think YouTube is on the eighth floor and Google has like four or five and six. Yeah. That’s pretty cool. So, uh, so data, just a side project, all those people look weird. Never seen a good looking person working for Google or YouTube. I’m just saying. Right. Y’all heard [inaudible] good looking door to door guys. Yeah, I won’t give it to the Hilton. That’s where it’s at. Anyway. So back to the story here with data, I would look okay, so I don’t like wasting my time.
Okay. So I’m going to figure out how I can capitalize on that 70% time waste. And so example, just because the easiest thing to do, I’ll talk about my product phone sites, right? And so phone sites is a software where you can build a website that collects information from your mobile device five minutes or less. But once you set it up one time, you can copy and paste it to where it literally takes you like 30 seconds, right? So it’s like a, once you set it up, once I got do is click a link to start another one, right? We’ve made it super easy. So if I’m knocking on a door and somebody does an answer, what I’m going to do is I’m have a little sticky note pad and I’m going to write down, Hey, stop by your house. Took a picture of something interesting on this website and I’m a write the website URL and I’m gonna stick that on their door.
And a big old pink sticky note that looks like, you know, maybe the inspector came by or some shit like that. It kind of was like warning them, they’d pick it up, they look at it, and I put the website down there, right? And you can even have these things. I would have these things preprinted to where all I had to do was put the little URL in there, right? So like phone sites. Dot. And then whatever I came up with. And so what happens though is they click that and they look at it like I could have taken a picture of their house and uploaded it to phone sites and like 30 seconds made a website from it. And then when I, let’s say w, what do you think I’m selling? Would you say, okay, let’s say I’m selling solar, right? So when they click in, it’s like you could save $326 a month by installing these solar panels.
Here’s how to fix you. And it’s a picture of their house, right? But, but so first, here’s what I would do. When they go to, you’ve got to pique their curiosity, right? So when they go to it, the first thing that I would have them see is like your house could be saving $349 a month. If you use this, it’s been utilized by the Texas state law with a tax rebate and they opt in to find out what it is. Then I’ve got their information. So then every door that I, I miss, let’s say that only 20% of those people decided to actually go to the website. I actually have a tool that you can install on your website that scrapes people’s information, whether they opt in or not or they just show up. It just takes their information. Cause dad is King. I just want them to go there, right?
So once they show up there, then I’m building a list of people that I can hit up, I can email, I can hit their phone numbers and all that other stuff from. And so that’s what I would capitalize on. And I see a lot of door to door people. Like I, first of all, I wanna apologize because a year and a half ago, it’s a lot different than I am now. And uh, I really did believe door to door was dead. But about two months ago, I had a guy walking this, this, uh, this office here and uh, his name is Burton Hughes. And uh, he came in, he moved here from Ohio. Don’t know nobody, never sold anything door to door in his life. He knocked doors here in North Texas. He’s made over $1 million in commission, like his cash take home. Like he pulled up here in a Bentley.
He lives down the street from me. You know what I mean? They can be talking. That’s door to door. That’s a very bad motherfucker. Right. And so, and I’m sure that like a lot of folks ain’t making seven figures a year. Right? He’s obviously a, an exception to the rule, but it ain’t dead cause he’s done it without any context. No one don’t know. Nobody moved his family here from Ohio and just got after it. So I know it’s real, but he’s now on the next level. It’s like, okay so I know I’m out there making this money, but I’m missing a lot. How do I, how do I scale? How do I stop knocking doors? Here’s the big thing, you’re not gonna want to knock doors forever.
You know what I mean? Like I told you when I started my mortgage business, it was cold calls and door knocking and door hangers. Once I discovered internet leads, shit, it’s like, you know, it’s like drugs going back. Once you start giving somebody leads in our industry they’re dead. But that’s what we’re all fighting for. Cause we know that you can’t scale knock on doors. You know what I mean? If you can by hiring other people to do it, but you only have so many tasks, the salesman, you can’t scale knock on doors. But here’s the big thing that we should have really talked about on the last podcast, and I want to make clear to everybody is knocking doors shouldn’t be the only thing you do. Digital marketing shouldn’t be the only thing I do. You know you have seminars and you have digital marketing and you probably knocked doors or have referrals, multiple sources.
If you’ve been in sales over a year and you don’t have referral sources and other ways of generating income, like dude, that’s insane. Like why would you repeat the same year over and over again where you can grow every year like there should be, you have a customer base of a hundred clients. What are you doing to make those 200 just out of them all referring one new customer three years in, you shouldn’t be knocking doors anymore. Yeah. You’ve got a pipeline of data from a year ago that are now primed and ready to be closed. Yeah, but they just weren’t ready a year ago. Right. You know what I mean? And I think that’s like, that’s what I want to jam on is it’s like that 70% of time could be spent at midnight. You just building the right followup campaign and then you go knock it during the day. Like, you know what I mean? Like it’s being effective to say it’s working while I sleep. My data collection is organized in a fashion and it’s re knocking for me and follow up and referral. And you know what I mean? And I think that that’s such a missing void in our industry. Like [inaudible]
well, it’s like a, you only do what you know, right? And if you haven’t been coached, if you haven’t been educated and, and look like, let’s say that all I know is knocking on doors, right? And that provides for my family, it’s going to be scary as hell to learn something else and maybe take my foot off the gas to go focus my time on this. What if it doesn’t work out? We’ve all heard horror stories of shit that doesn’t work out no matter what it is. You know what I mean? We’ve all heard stories of I paid this agency or I did this and I dropped this money and it completely failed, right? And we tend to pay more attention to those than the guys like us. It’s like, Hey, we worked it out. We make millions of dollars. Right? You pay more attention to the, when you’re in that scarcity mindset, right?
So I get it. Like the knocking doors is a comfort zone for a lot of people and you don’t have to go straight up from just knocking doors to being the expert digital marketer. Right. Maybe just add a little bit on the site. Maybe just start posting on Facebook like Burton was a, this is crazy about him is he never use Facebook or anything for anything like that. Other taking pictures of his girls and his wife, his cars. Right. So he starts implement some of our stuff’s like Hey you’re knocking doors but like also just let the people that you’re connected with around here that you’ve made friends with since you’ve been here over the last year. Like you know occasionally remind them that you’re in the roofing business. Make sure it says that on your signature and your about me section on Facebook and all that stuff.
The dude, he came in the other day and said he has like a million dollar commercial roofing project that came from Facebook. Somebody hit them up in the DM. It’s like, dude, I’m following you forever. I had no idea that you were a roofer guy. Dude. That’s awesome. You know it’s like, so you should have other sources, you know what I mean? Like you shouldn’t just like, okay, so you went out and knocked doors for four hours this evening. Awesome. When you get in, you should make a post about knocking on doors, right? Maybe you take a couple of Instagram stories while you’re out there, like make the most of your time. You know what I’m saying? And and create that experience where people want to follow you. Dude, if you are knocking doors, I follow your shit. You know what I mean? It’d be like, Oh dude, is he going to get up?
You know? And like I’d be all over that, you know? But like, think about that. And then people, they may be right now they don’t need a roof or maybe right now they don’t need solar. But if you mentioned solar and I’ve been watching you knock doors and he goes, Hey man, you know, I’m thinking about getting solar. It’d be like, dude, I got the guy. You know what I mean? Like, and that’s what you want. So again, and after you’ve done that for a couple of years, you shouldn’t, you shouldn’t even need to knock on doors anymore because you’ve, you’ve built the online site.
So let’s, let’s dive into that. You have this online website or let’s say collect a lead, let’s say got a name, a phone number and email. What would you do with that information? Let’s say they don’t close, I just now have their data. What’s the most effective way you found? You know, and let’s just talk home service in general, cause you’ve worked with alarms, you’ve done some, what would you, how would you nurture that lead and where would you find the most results? Let’s say I’m a sales guy. I’m doing this on my own. I don’t want to pay some digital marketing guy to go run Facebook ads for me. It’s like, but I at least knocked it, got their data, what would you do with it?
So I’m gonna follow up with them and I’m going to call them first. Right? So the first thing I do is I’m gonna call down and uh, and I like to text people before I call, like five minutes before I call, you know, so that they get a chance to say, Hey, don’t talk to me. Cause if they don’t want to talk to me, I don’t want to waste my time anyway. Right. Uh, but I’d say I’d send a message, say, Hey, this is Ryan with the solar pro rep and you just enter your information on a website. I like to talk to you about how you can get all this stuff worked out with tax credits and everything else. You’re obviously interested in it. I can call you in five minutes. If you’re open at that point, they’re either going to say fuck off, don’t call me.
Right. Or they’re going to say, Hey, actually it’s 4:00 PM better this evening. Right? So then I know there’s a level of interest, right? And so during the day I can maybe send that text to a block at 10 o’clock in the morning, right. So I don’t have to just keep texting all day. I can just mass text that thing out one time and see where all the appointments line up from there accordingly. Right? So that I’m, again, I’m maximizing my time. Then the people that I call, I’m going to show up with value, right? So the first thing that I’m going to do is I’m going to answer their questions. You know, all the things that they notice from my website, they’re going to have questions. So the first thing I’m going to do is, Hey, I’m not here to sell you anything. That’s not the point of this.
Obviously you’re interested in either saving the environment or saving money on the solar of your home. So talk to me which one’s painful for you and what are you trying to figure out here so that I really get what’s going on with them. I think one of the big things, especially door to door guys, is their jobs and knock on the door and pitch, right? When you’re in the inbound lead business, your job is to ask questions and shut the fuck up until they like, don’t say yes. Okay. Total silence until they’re done talking right. Don’t interrupt them and all that because I believe he who talks the least earns the most, right? You talked to them, the person that speaks at least will close the sale. Um, and so the sales guy needs to listen and fact find so that he can and may not even pitch them on the first time.
Like even in my programs today, like I might talk to somebody and not even pitch them on my program yet because the timing’s not necessarily right. Right. If you, you hit somebody up like, Oh, it’s only $60,000 for solar panels today, they’d be like, geez, you know what I mean? But meanwhile it’s like, here’s what I like to do. And I did this in the mortgage business too. So a lot of my competitors, the reason why I was so successful, I did nine figures and mortgages in my twenties the reason why I was so successful is because a lot of my competitors would spit out what’s called a good faith estimate, like 30 seconds. That’s all it takes to make one. Right? And that’s an estimate of what it’s going to cost to get your mortgage. Right. Well, for me, I would say, Hey, be careful the guys that spit out those templates and like 30 seconds, you know, they’re always wrong and there’s always caveats and catches it closing.
What I’m going to do is I’m going to spend probably the next two or three hours putting together a total financial plan for you, and then I’m going to send that over to you so you can make an educated decision because it’s going to be set in stone. So then it looks like I did something different than everybody else, you know what I mean? And all I did was just buy myself a little bit of time, right? But then they’re thinking, wow, those other guys did just spit them off in 30 seconds. And he actually took time to go through everything. So on that first phone call, I’m gonna do the same process for solar. I’m going to fact find everything that they need it probably, unless they’re just red hot, ready to go, I’m probably going to say, well, here’s what I’d like to do. I like to go back and put together a package in a tax benefit and a square footage layout for your roof that’s going to help maximize your budget and what you’re trying to save may take me a day or two because there’s lots of movement factors when it comes to all this and it’s nothing for you to worry about. But when I get back to you, I’ll have some Instone figures for you that’ll help ease your mind and help me make a decision. Yeah.
So they feel like you went to bat, you spent the energy and time, you know what I mean? Like they’re your vest
essentially. Well, most people, it’s a, what do you call it? Rest. Deprecation, right? If I worked for you, you’re like, well, this guy’s already working for us, man. We don’t want to just blow him off. You know? Even if somebody else knocks on door, it’s like, Oh, this guy has already, he says, let’s do an hour’s worth of work behind the scenes. Right. But you don’t let them know. They just assume you blew them off and went on to the next person. Right. So I’m letting them know that I’m working for you. When I, I sold cars for about six months, uh, back in 2011, after I lost my license to do mortgages, uh, my wife got pregnant with my oldest kids. It was like, shit, you know, I gotta go do something with insurance cases. Something’s wrong with you. I had done a lot of drugs in my life, right.
So I didn’t know about that first kid. You know, it’s like I need insurance case. Something goes wrong. And uh, working there, the general manager is probably one of the best salespeople I’ve ever seen. His name’s fortunes, O’Neill and fortune. Fortunes, not fortune four chins. And that’s his real name. Like [inaudible] fortunes. Yeah. How about actually you want, what’s your name? That’s his name, man. I meet this guy. He’s one of the best salesman I ever met. You know, like 12 foot tall, terrible broke too. Your name, his fortunes, and you make no money that he owned the dealership and he owns some dealerships in McKinney now, but he would always say, let them know you work at hard for them. Like that was his thing. It’s like, man, they ain’t going to leave if they feel like you’re working hard for them, right? Cause the next salesman ain’t going go work hard for them.
So they go somewhere else and you’ll see that he’s a lazy bump. Just let them know you’re working for them. So when people would call in and they wanted to check on the status of their cars, whatever, it’s like, you know what man, we’re back here washing it and getting it all waxed up. So it’s like, let them know you’re working for it. I back him did myself. I cleaned the windows myself. You’re going to love it. You know? Because when you work for people, there’s that law of Russ reciprocation. It’s like, should I have paid them nothing? Now I need to go ahead and do business with them conceptually, putting in time on me. And most people don’t do that. Most people actually work, they don’t [inaudible]. People just assume that they’re lazy, like most people are. Then they don’t have a problem cutting you off and going somewhere else.
Like he wasn’t even doing shit for me anyway. I want you to know. It’s like, dude, I’ve been working hard for you. Don’t want to go somewhere else. Do not put it off. I’ve already done all this work, so now, okay, so they say no. Hypothetically. They’re like, no, not at this time. We’re good. Now what do you do with the information? Put them on a longterm follow followup that only gives them value, right? So let’s say solar will stick to the same thing, right? I’m going to give them some free energy saving tips, right? But in a cool way. Maybe I find a cool video on YouTube. You know there’s something that’s viral with 100 million views on how to save something. You know, electricity in your house worth them actually watch. Absolutely. Did they go, Oh, you know, these are good emails. They’re not sales pitches.
Every time it’s like, Oh, and Ryan send something. It’s usually an informative, entertaining YouTube video or something, right? It doesn’t even have to be my content, you know what I mean? It just needs to be something that I tell them a little bit about and say, Hey, I thought you’d like this. Then all I gotta do is just stay in front of them about once a month. And uh, because all they need to do is when they think about solar and they’re ready to pull the trigger, I see the first person, I just need to be the first person they think about. They know how hard I’m gonna work for. I’ve been working for it. And so I have three, like here it break free Academy, we have three sets of like how we follow up with leads. If they’re red hot leads, we follow up with them daily, which means you’re going to buy within the next week, right?
If you’re gonna buy it within the next week, we’ll follow up with you daily. Same thing. We are going to add value first, but we’re going to be reminding you heavily for a week. Every day. If you’re going to buy in the next couple months, we’re going to follow up once a week. Right? Same thing. Value. And if you were like going to buy some time, I’m not sure we will follow up once a month. So I think that works the same for, you know, I love that. Categorize them. Red hot. Yup. Middle. You know, that’s how our whole CRM is. They just drag them after that phone call, how they feel about them so they know how to follow up. I love that. And that’d be super easy to set up in any kind of CRM. Just look very simple person. I’m not smart man. I’m just like, I’m simple. But you know what best thing about simplicity is it sells. So this content, you know, you say put this email that goes out once a month, you know, how, how intensive or how scripted, how hard is that
to really set up, cause I think a lot of people are like, man, I have to come up with a new email once a day, once a month. Like realistically, like how long would that take just to go build something like [inaudible]
do it one time. Yeah. You don’t get, don’t have to like, you don’t have to like write an email everyday to somebody else. So let’s say that there’s 50 emails that are involved. Right. That’s still too many. Let’s say the year, let’s call it. Oh, so there’s 12 emails that are involved. You got to follow up once a month. So you just put them, so now you have their information. It can automatically go in. Like with phone sites for example, when they opt in, they get emails, right? And so you set the email. The first one might come a minute after they opt in and the next one might come a day later and then a week later and a month later. But you can like, once they get through our system, when we put them into pipe drive, my sales guys aren’t following up with them daily. There’s emails and text blasts that go out to them daily so that they’re catching inbound leads, right? Yeah. They’re catching the people that are exactly. So you set the stuff up once. So you write 12 emails one time and they’re good every year. You know what I mean? That doesn’t matter if the person came in 11 months ago or they come into the, they started to start on day one.
It’s like you have now in the month three of my program.
Right. And you don’t have to sit down and write all 12 maybe you wrote them once a month over the course of 12 months, but now they work for everybody else in the future.
Yeah. You build something now do you have, my question would be would be do you have analytics that you, you pay attention to the kind of AB test or like Hey these are getting more open rates or this is a catchier topic or like how much are you actually paying attention to that? Or it’s like, honestly I just need an email to show up in their inbox are probably going to delete it anyway.
That’s it man. That’s the see my name. I just wanted to see my name.
I’m wondering is it like honestly they’re not going to read your 10 page thing. I just want them to see that I’m working hard for them. I’m willing to shoot him out cause I bet you the open rate, it’s 30% yeah, I mean,
and here’s the thing guys. Like, it doesn’t have to be a long ass email. Right? Like if I was to write you an email, like we know each other. So if I’m write you an email, it’d be like two or three seconds. So that’s how it needs to be for your clients too, because you want us to be the same as their friends and shit’s like, Hey man, I know you’re trying to save money on electricity. It didn’t work out for us, but check out this YouTube video to where you can put, you know, foil over your windows, you know, whatever the fuck. Right. But like, and it might be funny, you know, and they’re like, Oh that’s funny. I liked this guy. He was funny at the door. Right. But it just needs to be like it’s your friends to him and checking in.
Yeah. And then let’s talk kind of transition. What about current customers? Cause I think a lot of people are also missing out on upsell referral, backdoor with other services. So let’s say I have 100,000 clients. Let’s say I’m a pest control company and we want to introduce mosquito service or lawn care or, you know what I mean? I think a lot of these companies are not optimizing multi-service offerings when they already have. It’s like, did you own 100,000 customers? Or you have, let’s say I’m a sales rep and I have a hundred customers. It’s like, what could I do to really Polish or create engagement? What, you know what I mean? Like have you seen [inaudible]
thing add value to them, you know what I mean? It’s like against your old boys. Stupid checking in, you know, but this time it’s like, Hey, you know, I, I know that you got a, you know, solar panels with us. You know, we offer waxing of those solar panels. If they ever get dirty, it’ll actually save you. I know shit about solar panels, but don’t judge me. But yeah, like, but you know, you always need to be adding value or selling something to them. So like a car dealerships are really good at this, right? You buy a car, you get home, they’re trying to get you to buy another one immediately. Right. They constantly fall. It was like the deal of the century, like you’re on their list even though you just bought from them. They’re about to email the shit out of you and that’s just, and they update you anytime the new models come out, whether you need one or not, but a guarantee, the reason why they do that, cause a lot of people were like, you know what dude? I like that. I’m going to buy it.
Yeah. It’s like God, it’s time for an upgrade anyway. Yeah, exactly. I love that. And I think that, you know, my whole philosophy is like man, using some kind of CRM, drip email, text, whatever that is, and just setting it up once. It’s like you just spend five hours, two hours, whatever that is to just go dial it in and you put them in a D in a system and you go send [inaudible]
where you waste time the rest of your life. It’s your choice. You know what I mean? Like, yeah, dude, you can keep knocking like that needs to go paired with it. You know what I mean? But that’s what I say
knocking, but have this going and it’s like I’m the biggest advocate of door to door. And so a lot of people might hate me and comment. If you’re like, Sam, you’re, you’re over-crossing your your limit. I’m like, no, I’m, it’s 2019 I’m not gonna like put my head in the sand. But I also think that over time what happens is when people are spending the 10 grand a month on SEO or Facebook ad or something like that, that it’s getting harder. It’s getting trickier, they’re changing their algorithms. It’s not like it’s much harder. You know what I mean? It’s just a harder game to win and people are getting more sophisticated, they’re getting more and more expensive and you look at it and you go, it costs me nothing to go knock a door to create a deal. So that’s not going to go away.
It’s just how are we now leveraging the data that we’re actually going to play with. And what’s cool is like we have a vendor, uh, call information, so shout out to Cole, but they sell data. You can literally buy phone numbers, emails, customer, homeowner information, and if you were to plug that expensive no. And it’s like, I know I’m going to go to this neighborhood. Well, if I can extract all the data of that neighborhood and start to market to them, follow up market pre-market, knock their door, it’s like I’m the shit. It’s like, Oh yeah, definitely. I’ve seen you guys
do you want to go running if you’re running ads to their Facebook for their zip code, right? Yeah. And you’re like, Hey, I’m going to be stopping by your neighborhood in two days. Expect me. And it’s your face when you show up the door. They’re like, I seen you ass on Facebook. Crazy. You’re like, I know. It’s like God said.
And literally that’s the power of putting the two together because sometimes it takes to sell a $5 million roof. You’re not going to just be like, I never met the guy. No. It takes belly to belly conversations. It takes so actual closing. And I think that a lot of people forget like, yeah, I’m going to come to your house and we’re going to get this nailed down. But how nice would it be if once a day your phone ring and you’re like, Oh, that was just a deal because of my other stuff that’s going on. And like you said, more than once. Yeah. Or yeah, you have 10 of those a day. Like whatever that is. I think that because you’re willing to go knock and get the data that’s free, that that’s just free stuff that you’re creating because of your hard efforts. Don’t let it go to waste. And that’s kind of what I really wanted to hit home today was, you know, you’re hearing it from somebody that coaches hundreds or thousands of people and has a big network of, you know, any price, see a lot of people that you probably just want to be like, you need to go knock a little bit more willing to grind. I bet.
Yeah. You know, these days we don’t take a lot of rookies on. Most of our clients are doing six figures and more. Have had 17,000 coaching clients in 11 years. Crazy. Right? It’s a lot of people, man. And uh, but most of our folks these days are six feet and a lot of them been with us for awhile too, you know. So, uh, I always tell people like if they’re brand new into sales, I try to refer them out. I probably refer more stuff out these days than I take in. So it’s not, sales really isn’t like, I like sales and I’m obviously passionate about it. We were sitting here, I jumped right in it with you. But you know, I understand some other things. As a business owners, I’ve grown a little bit, so we kind of evolved out of that. But, uh, from just the sales training like I started with, but you know, uh, I really enjoyed the sales part of it though.
But I, I want to say this to the audience before I forget, because like you guys, there’s somebody out there, you need to hear this shit, right? Yeah. It’s almost 2020 if you’re not leveraging technology, like what are you going to do if they make door-knocking illegal? Like in my neighborhood, you can’t knock the door to cops. Come get you right there. Right. City of righteous citation. No, you keep the company flyer and turn it into the city. They like snitch on you and shit. Right. Can’t knock in my neighborhood. And it’s not a gated neighborhood. You can’t knock in it. Right. And you couldn’t get to my house anyways. So I have a gate in front of it. Right. And I think in my city it’s illegal. So the question is right, cause I, I just got an accident where I broke my neck.
I broke my arm a month and a half ago so I could not work. Right? So for an entire month I could not work. I couldn’t even show up to work. I couldn’t even do calls and going broke my fucking neck. Right. So assuming that, so that was like everything erased from me cause I couldn’t even get to a computer. Right. And so because I couldn’t move my head, hold it up, right. And shit. Right. So to me, that’s the equivalent of what if they made it illegal to knock doors, right? And you legit could never knock a door again and you hadn’t been collecting data and you weren’t leveraging the internet. What the hell are you going to do? You know what I mean? So the reason why I say it’s not to scare you from knocking doors, but dude, it’s 2020 the excuse of man, I don’t get technology, we’ll fucking get it right.
The excuse of bad. You know, I’m not big on the internet. Spit around 25 fucking years, man. You can’t not, you can’t ignore some for 20 you’re gonna ignore cars too. You know what I mean? It’s like, Oh dude, you know, cars are everywhere, man. I just don’t know how to drive them. No, you’ve got a fucking instructor. And he started learning how to drive the car so you could get a license to operate the damn thing. Right. Cause it’s a part of life, you know? And they had people treat technology like it’s not a part of life. Man. When I show up in my grandma’s house and she’s surfing a fucking iPad, instead of reading the newspaper and she’s 78 years old, man, if my grandma at that late of an age can start adapting to technology on her own and sales guys, right?
We’re elite people, salespeople. We’re not bitches. We’re not fucking idiots, right? We are elite people who go out and have the courage to knock doors in face to face, convince complete strangers to trust us like us, give us money and do business with us. But you won’t fucking take a few minutes out of your day to maybe learn something new on the internet. You don’t have to pay Sam, you don’t have to pay me or any of the other gurus are out there. Fucking YouTube and blogs are full of all sorts of shit to at least get you started. So I don’t want to hear you guys say it anymore. It’s like, man, I just don’t get technology. No, you’re fucking quitter. Right? And you’re making a life decision not to do something that’s very easy and right in front of you. We could all sit and be sitting here right now and go, man, I just didn’t give up on technology.
If it wasn’t for technology, that wouldn’t be millions of people that listen to your podcast, right? If it wasn’t for technology, you wouldn’t be able to get the people to your events. Same for me. So for those of you that don’t have all those things going, and by the way, it costs $0 million to set up a podcast and things like that. Like you might not be good on video or good at writing. You can do a podcast something. So I just say, I just want to get that out there to you guys. I keep knocking doors, but stop saying you can’t do technology too. You need to start bleeding over into that shit. Cause what if it’s all pulled out from under you and you have no choice? And then you’ve got a six month learning curve because you’ve been stubborn this whole damn time.
Oh Lou, you’re passing this to Mike [inaudible] that was like, get off the soapbox. Um, no, I love it.
No, and I will always want to just finish with that man like that to me, like you know, and a lot of people are probably like, dude, you’re the die hard. You’re the die hard door to door guy. And I was like, no, I’m a die hard. Let’s go make everybody the most amount of money possible. And I’m also a die hard of advocating the skill sets learned in door to door that are hard to replace
and they train and they transition or the door works on the internet like,
and that’s what I want to talk like think like a lot of guys are coming out, they’re like, Oh it gets dark really earlier to winter. I can’t knock doors in fricking negative five degrees. It’s like, well figure out how to get creative to get more sales. Like don’t come up with excuses on why you’re not recruiting. Like recruiting is a whole nother piece. It’s like you can’t recruit, there’s a whole world of social people that you could recruit. Like, what are you doing to leverage your, your technology to recruit, to, to, to attract a brand to, to, to become a better company that plays in that space and dominates. And you know, that’s the point where I built a recruiting CRM of vanilla texting CRM for customers. Like I’m like,
gosh, there’s these holes that try to fix all my shit. I’m trying to [inaudible] there’s some holes and I’m here. Like I’m building this stuff. You’re
building it like it’s to me, like I get fired up cause I’m like, ah, I see so much. Like I spoke today at 150 contractors and I was like, you guys even call yourself door knockers you don’t do anything on digital marketing and you knock 20 doors a week. Like what? What do you do with the rest of the time? Like I’m like, like it’s kinda sad. I’m like [inaudible] story today on Instagram. It’s just a regular day to spend in front of 10,000 people who can knock 10,000 doors in a day. Right? Probably all everybody watching this together can’t knock 10,000 doors a day and know shit and get in front of like real people. Get 10,000 doors opened a day. Think about that. And it’s all, it’s honestly Instagram story. Yeah. Okay. Well, I love this. If, uh, you know, obviously you like this, share, this comment gives us some love. Tell Orion what’s, uh, and, uh, I’m out. Thanks for being on the show, man. Absolutely, man. Thanks for having