Event and Webinar-Based Marketing | 356

Share this post:

Dan Kuschell - 356

April 25, 2022

Dan Kuschell is a husband, dad, serial entrepreneur, and angel investor. He runs Breakthrough3X, a company that gives you instant access to a Fractional CMO Team. Breakthrough3X helps founders and CEOs grow their businesses 3 to 10x and generate more clients daily with a simple system that gets them free from the day-to-day. Dan has owned 12 companies since 1992, building multiple businesses with revenues exceeding eight figures before selling. He is also the Host of the Growth to Freedom podcast, where he interviews industry leaders and experts in a variety of fields.


Here’s a glimpse of what you’ll learn:

  • Dan Kuschell explains why many business leaders are struggling to achieve success with their webinar sales models
  • Why you shouldn’t worry about creating the “perfect” webinar or event
  • How sales approaches have evolved over the years and what it takes to be successful and sustainable today
  • Dan shares an example of a client that increased revenue using his expert sales method
  • How to leverage the successful approach of companies like Netflix in your own business

In this episode…

Are you struggling to drive results with your event and webinar-based sales method? Sales today are not what they used to be — and the approaches that worked a few years ago are no longer sustainable. So, how can you generate more leads and increase your sales in today’s business world?

According to Dan Kuschell, if you want to achieve sustainable success, you have to rethink your approach. Instead of expecting immediate results with your webinar or event, it’s more impactful to build your sales systems for long-term success. This means trading pitches for invitations and focusing on giving value. As Dan says, it’s much more important to be compelling versus convincing.

In this episode of Growth to Freedom, Dan Kuschell shares his method for achieving long-term success with webinar and event-based sales. Tune in as he explains why many business leaders are struggling to drive results through webinars, the key to making compelling pitches, and how to leverage the “miniseries” model in your business. Stay tuned!

Resources Mentioned in this episode

Sponsor for this episode

Thanks for listening to this episode of growthtofreedom.com.

Are you struggling to get a steady flow of new clients every day? Or maybe hit a plateau or hit a wall in growing your business? Well, let’s help you solve this problem today. Let’s review your business and have a conversation. You can do that for free today at breakthroughstrategycall.com. That’s breakthroughstrategycall.com.

In addition, if you’re looking for a simple way to implement some of what we’ve been talking about in today’s episode, I want to encourage you to get our free small business toolkit. You can get that at activate.breakthrough3x.com. That’s activate.breakthrough3x.com.

If you’d like access to the special resources and all the show notes for this special episode, make sure to visit growthtofreedom.com.

Episode Transcript

Dan Kuschell 0:03

Welcome to growthtofreedom.com, the show that brings you inspiration, transformation and leadership. We are helping you connect the dots, see the blind spots, and get unstuck. So you can go out and generate more leads, more sales, more profits. More importantly, so you can go out and have a bigger reach, a bigger impact and make a bigger contribution. Do you feel like you are set up for success? I have to say that I’m a little bit pissed about what’s going on in our industry right now. I’ve talked to a handful of people, maybe you’re one of them, and maybe you know someone like this where deep down, you feel like you’ve been set up to fail, right? You know, I don’t know if you’re running webinars right now, or you’re running a sales process. Or you’re running a video sales system of some kind, or a webinar model, or an evergreen webinar model, and maybe you’ve plateaued or maybe you’ve tried it, and I mean, complete and utter disgust and failure. And you’re wondering, is it me what’s wrong. And the truth of the matter is that a lot of experts, a lot of the Gurus so to speak, have left something out. And enough is enough, right? Things have changed. What was working six months ago, a year ago is not working today.

Things have changed. What was working six months ago, a year ago, is not working today. - Dan Kuschell Click To Tweet

And the reality I see so many good, hard working people who have bought the dream who bought the belief that I can do this, and they’re going for it. And they put forth the effort. And guess what they’re struggling not only that, but a lot of the big tech companies have set you up to fail to Big Blue. Other media companies that own the platform, if we’re on their platform, we are their customer, especially if it’s a free platform. And you can read between the lines to know what I’m talking about. And here’s the thing, I want to introduce you to a couple of steps, I was reviewing some results with some of our clients today. And I’d like to share a quick case study with you. And a handful of lessons of what we’ve learned working with clients doing millions and millions of dollars with a sales online system, a webinar model, if you will, and want to introduce you to this. Because you know, if you’re struggling with your webinar model, or your sales system, or maybe you’ve plateaued, or maybe you’ve tried and failed, there’s hope for you. And I want to give you a new way to be able to think about your sales process, that likely you’ve never learned before. In fact, I shared a diagram of this with Joel Erway. Privately, I don’t know if you know, Joel, but he’s one of the top webinar, people in the world like he’s one of the best in the world at helping you script, a webinar. Like I mean, truly one of the best in the world. And when I share this, he’s like, wow, this is really amazing. And I want to just share with you the psychology of this, and steps that you can put in today that ideally, if you’ve got a webinar, that maybe is flatlined, or maybe it’s plateaued, you can put some of these changes in place, implement, take action with them today, and start seeing some improved results. Why? Because it’s working with our clients, right.

And here’s a harsh truth. Stop focusing so much on the webinar, see, maybe you’ve been, you know, misled by experts saying you know, you’ve got to have the perfect presentation, or you’re just one presentation away, or you need the perfect webinar script. And you know what all of that is great, and you should have a foundation of that thing. But my experience is, the presentation on the webinar is about 1/5 of really what it takes. In fact, in a second, I’m going to reveal to you some of the case study numbers of just one of our clients that we’re working with, that the results we’re creating, we’re only getting about 15 to 20% of the results from the webinar. And the rest happens in the downstream which I’ll walk through what that means in a second. Now, by the way, my name is Dan Kuschell. If we haven’t met, I’m a founder of a company called Breakthrough3X. And what we do is we help founders, CEOs, experts, results, leaders go out and help grow and scale, you know, six, seven and eight figure models, processes, sales, marketing, with less stress, and a whole lot less drama, to simplify their business, to help give freedom, to help get them out of the day to day operations of their business. So if you’d like to understand some of what’s working right now, maybe why if your webinar or your sales model isn’t working, and I think you’re gonna love what I have to share with you and I made a couple of notes because I want to stay on track in this short few minute overview. But here’s what you should know. Right? When I was a kid, I didn’t do a lot of camp. I grew up in the inner city so Let’s face it, I didn’t do a lot of camping. But we went out a couple times. And what I see in business today is a lot of people have bought this idea. And when I got started in direct response marketing all the way back in the 80s 1987 1988, is when I got started, I worked with a direct response company, direct mail, TV radio back, then you could literally run an ad or, or put out a direct mail piece, and immediately get a result in a response. And many time, your ROI can be 2345 1015 to one right away, you didn’t have to worry so much about the long term value. And I liken it to a campfire, you know, years ago, it would be like you could have a campsite with some logs in it, you could put gasoline on it, light a match and like throw your match into the set of logs with the gasoline and catch a blaze. Right. Well, that was the old approach that was maybe what was working a couple years ago, today, it’s different. The new approach to it today is yes, you want to have as great a presentation as you can. But the other pieces along with it help keep that fire burning long after the presentation. And that’s really critical. Your reputation is incredible social capital, the social proof that you create the social results you develop out in the marketplace really means something really matters, right? Long term matters today, far more than ever, relationship capital matters, doesn’t it? Right.

The social proof that you create, the social results you develop out in the marketplace, really matter. Long-term matters today. - Dan Kuschell Click To Tweet

And if you want to have a bigger impact, a bigger reach a bigger contribution, generate more sales, more profits, not just today, but for the long term, you’re gonna you’re gonna love this simple idea. So you can continue to go at it like we are one presentation away and think you need the magic button of a magic presentation. And or you can take a full 360 view of the model. And here’s that 360 view. It’s not just the presentation, you want to build kindling. So what do you do if you’re going to, you know, go out and build a campfire, right? Without gasoline, you light a piece of paper, for example. And then you might get some branches and you put some branches on top of it. Right? And you get some heat and it starts, smoldering, smoldering, smoldering. Right? Then you get some more branches that are a little bigger, right? We put those on top? And then what do you do you put a log on top of that that’s heated, and now you’ve got a fire. And it’s sustainable. Is that what you want? See if that’s what you want, this new method will transform the way you think about your webinars, your sales, your marketing processes and models moving forward. So here’s here’s a couple quick results over the last few months with one of our clients, we’ve helped them drive leads to their webinar model. And we’ve generated over 7700 New opt ins, new subscribers knew it through paid traffic, right. And 7700 subscribers, we did a variety of different webinars, they were more trainings than they were selling webinars, right, because that’s the style of of some of the clients that we’re working with. Overall, right. And so there were trainings and then a call to action built in, right, not a typical, you know, leave a lot open, don’t teach a lot, don’t put a lot of value out there crap that you see in the marketplace today, and that a lot of experts are teaching people to do, right. These were real trainings with real value. And then an invitation, which is a great sales concept, make an invitation, don’t sell actually make an invitation to go deeper. And so we made the invitation and we got about 10%, we generated about 770. Phone call sessions, I call it a strategy session or breakthrough session, whatever you want to call it. Basically, it’s book a call to have a conversation to see if we can help you. Right. So 7700 opted in for the webinars, we had approximately 770 book calls. Now. Of course, not all of those people will show up. Now, this isn’t something that most experts will tell you that make you think all of them show up. They don’t. Right. You know, if you get 50 to 60% of them to show up, you’re doing really solid, right? So out of that, call it 350 to 500 that show up and you have a conversation we enrol approximately 180 people in a front end, introductory programme for a couple $1,000. Now here are a couple keys. Number one, there’s a cycle for this, the cycle takes a little bit of time, right, we found here’s Lesson number one with this lesson number one is you want to give value in whatever you put out in the market, including the webinar, think of it in terms of a training to solve a problem and not just a webinar to make a pitch or make a sale. So number one, give value number two is you want to make a great offer and a great invitation give people a reason to want to have that conversation with you. That’s really critical. It’s got to be compelling, not convincing, really, really, really critical.

Make a great offer and a great invitation. Give people a reason to want to have that conversation with you. That's really critical. It's got to be compelling, not convincing.” - Dan Kuschell Click To Tweet

And ideally if you’re enjoying this, make sure to post a comment below to let us know that you’re enjoying Session maxed out of those, you know, 770 calls booked, we had a certain number of show we enrolled about 180. Now, here’s a key on the front end of this, we were profitable based on what we were offering, compared to the ad costs about two to one, just just short of two to one ROI on the front end. But here’s the key. As they got started with their front end programme, and took advantage of that front end programme, we had another offer for them. And that offer was a multiple of the front end programme. And I can’t give the real numbers because you wouldn’t believe them anyway. Because this particular client is amazing at what they do, and fulfilment and service and support. And it generated, I will say, millions of dollars in sales on the back end. But I’m just going to use a million dollars, right? It was far more than that. But I’m just going to use a single million for the sake of example. So how did that happen? Right? It didn’t happen because they throw a match at a log and just went, Oh, I’m gonna have one magical presentation and push a button. And that’s it. Bring me sales? No, they were We were very strategic in setting this up. The webinar itself produced about 10% of the results. But we set up a 21 day follow up. So I encourage you, anything you put out in the marketplace is a link in a chain.

Or another way to think of it is like what Netflix does Netflix is one of the best in the world. It’s great mini series great seasons, every webinar every month could be a new season. But each season has a series, our series are approximately 21 to 28 days. Now you don’t just keep pounding the same thing in front of people, right? Like, would you watch Seinfeld? If every episode was exactly the same episode? Of course not. What did they do they change the episode. But it’s still entertaining, there’s still a theme, there’s still the main characters just like you just like your business, just like what problems you solve in your industry, right. So think of creating a trailing mini series, for example, you might have your webinar, or you might run a replay for two or three days, that’s pretty common. And that’s where most traditional experts tell you to go and stop. And whatever results you get, but you’d be missing out on what we have found over 75% of the other results, because of this mini series process following 21 days, and then starting a new season and having another training and webinar and having another 21 days of the mini series and then having another one. And I’ll get to some other statistics that may be of help and support to you in just a second. Now again, if you’re enjoying this, you might be saying, Well, again, could you and your team just help us do this? Yes, if you want to go deeper with us, and you’d like us to actually help you implement this and just put it in place. You can there’ll be a link here on the page somewhere where you can do that a button maybe or a link just hit it and we can have a conversation and see if we’re we might be a good fit. Or we can refer you to a partner that might be able to help you do this. Depending on your business. Depending on industry, a lot of different factors involved, we’re we’re not a fit for everybody, right? We’re not like our programme is not a one size fits all kind of model. It’s it’s it’s something that we customise based on our client’s needs and situation, right and some people are fit and some are. But if you want to have that conversation and see how we can help you implement these things in a very simple way, then you know, schedule a call, I think that you can go to breakthroughstrategycall.com That’s breakthroughstrategycall.com as well and or hit the link or hit a button on the page, depending on how you’re seeing this. So, so let’s go back into it. Lesson one, when you do a training or a webinar, put out some incredible value, then make an invitation, not a pitch. Number two, when you make your offer, make the offer irresistible, make it a compelling offer, not trying to convince people, right, number three is make sure that you have a mini series, again, you’re having kindling, so think of your fire and having more kindling on the back end to keep the fire burning with clients just like what all the great series in the world do. Right? A Game of Thrones again, it wasn’t one episode shoved in our face, like a lot of webinar models, and a lot of experts teach No, it’s different episodes. It’s different themes. It’s different characters. It’s it’s different conflicts that you face. I mean, think about that. What are the different conflicts your customers face? I mean, could you come up with five to 10 different ones, you could do one training a month based on the major conflicts that your clients and customers face and your niche and your industry? And then create a series around that. Can you like it’s not that complicated? Is it? Or is it I don’t know. Like I guess if it’s kind of simple for you, it’s simple for you, but if it’s not you need help well then you need help. So number one, put out training with value number two is make a compelling, irresistible offer number three, create a mini series, right think of it in 21 days. series following the actual webinar and you’ll find if you do this no oh, by the way, in the follow up mini series, you’re still having an offer each of the pieces. So let me go back to the model. Let’s say you do the replay for three days following the live webinar. Then you have a news piece of content, it might be a three to five minute, value piece, education piece, training piece, whatever you helping your clients solve conflict, that’s really important solve a conflict, and then it will have an invitation likely to be it could be a product offer, it could be your sale like and most of the time we finally setting the stage for a conversation is answer questions to see if we’re right fit that sort of thing like a breakthrough strategy call of some kind or growth call or clarity call of some kind, right? Run that for three days, then have a new content sequence for another three days. And then you can also intermittently mix in some urgency pieces. Like hey, time is running out. Our bonuses are coming down if you were offering bonuses intermingled throughout the mini series.

Thanks for listening to this episode of growthtofreedom.com. Are you struggling to get a steady flow of new clients every day? Or maybe hit a plateau or hit a wall and growing your business? Let’s help you solve this problem today. Let’s review your business and have a conversation. Do that for free today at breakthroughstrategycall.com That’s breakthroughstrategycall.com. In addition, if you’re looking for a simple way to implement some of what we’ve been talking about in today’s episode, I want to encourage you to get our free Small Business toolkit. You get that at activate.breakthrough3x.com That’s activate.breakthrough3x.com. If you’d like access to the special resources and all the show notes for this special episode, make sure to visit growthtofreedom.com.

Share this post: