Dan Kuschell is an accomplished entrepreneur, business coach, and author. He currently runs Breakthrough3x, a company that helps founders and entrepreneurs triple their profits and impact without multiplying their workload and their stress.
Dan has owned 11 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:
- Why you should stop modeling webinars as one-time events
- How to build a buyer’s culture instead of a seller’s culture
- The four key elements of good marketing
- Boosting your webinar show up rates with the power of video
- The secret to getting your audience motivated, interested, and ready to do business
- Why you should stay in the long-term “field position” business instead of the short-term “throw matches at logs” business
In this episode…
Are you struggling to get people to show up to your virtual events and webinars? The experts told us to create a single webinar and our sales and conversion rates would skyrocket. But, many of us are now learning that this was a false promise. When show up rates fall between 10 and 20%, it’s time to make a change.
Luckily, entrepreneur and business coach, Dan Kuschell has some tried-and-true strategies for boosting your show up rates. The first step is to change your mindset: stop seeing marketing as a one-time action, and start seeing it as a long-term commitment to building trust and respect with your customers. Once you’ve made this change, your conversion rates and sales will follow.
Join host Dan Kuschell in this episode of the Growth to Freedom podcast as he shares his top strategies for boosting the show up rates of your virtual events. Discover how to create a buyer’s culture instead of a seller’s culture, the secret to preparing your audience for business, and why you should stop listening to the experts when it comes to webinar best practices. Stay tuned!
Resources Mentioned in this episode
- Growth to Freedom with Dan Kuschell
- Schedule Your Breakthrough Strategy Call
- Free Mini Business Growth Toolkit
- Dan Kuschell on LinkedIn
Sponsor for this episode
Thanks for listening to this episode of growthtofreedom.com.
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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.
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Dan Kuschell 0:00
Welcome to growthtofreedom.com, the show that brings you inspiration, transformation and leadership 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.
Alright, hot topic right now. Have you struggled to get people to show up on your webinars or maybe your live summits, or perhaps your live events, or virtual summits? This seems to be a really hot, very sensitive, very passionate topic. I had a very heated conversation a little while ago with a client. And I’m actually in a mastermind, and we were having this conversation over the last few days. And what’s amazing is how many people seem to be struggling with show up ratios for They’re different types of events, virtual events, webinars and so on. And, you know, like what one of the common threads that’s popped up with one of our clients is they’re like, our show up ratios for our webinars are only about 10%. And in this mastermind a handful of days ago that we were in, we were having the conversation asking each other what were the show up right on the common thread was somewhere between 10 and 20%.
So if you’re struggling with your show up ratios, if you’re looking for a way to get more people to show up on the webinar, and you’re looking to have at least 75% of the people register for your webinar, engage in your content, engage in your offer, then you’re going to want to pay attention to what I share with you. Because I see we see so many people looking at this the wrong way and it’s not your fault. Here’s the deal like technology, big companies. They’ve rigged the game these days against you and I, you know, our advertising type things, email delivery, these things have been rigged against the little guy, right to get us, you know, basically to create stick to their platforms and so on and get get us, you know, create this cell phone stick rate, if you will. Right. And it’s frustrating, isn’t it? But so what can you do? And I want to give you three steps that you can do and start today to learn in place to boost those ratios up to closer to what we’re seeing with our clients in a range of 30 to 45% show up ratios, as well as have over 75% of the people who register actually engage if you take this new approach to looking at it because here’s what not to do. Follow most of the experts. That’s what you don’t want to do like they’ve they’ve gotten you and I to believe a false promise, which is, all you got to do is put out a website webinar, and all you got to do is use this magic trick and have them show up for one event. And lo and behold, you’ve got the holy grail, that conversion, and sales and all these different things. And from our experience, that couldn’t be further from the truth, we have found that actually most of the selling most of the revenue, most of the opportunity, over 75% of it comes after the training after the webinar after the summit after the live event, if you will.
So I want to give you the three steps that you can put in place and the very first one, I really want to work with you to break a belief about this idea that a webinar is a one time thing. It’s not and you know, the best way that I can describe it is you know is first of all think about it like you know the old adage, right? How do you want to be treated? Right? Do you want to be considered a transaction to a client or a valued relationship, think about that. So why wouldn’t you put those same types of things in place in your model? And think about the process as an ongoing conversation? The biggest, I think misunderstanding the thing that’s irritating me more than ever before is like this false perception that the big lie around marketing. Right? What is marketing in the first place? Right. I’ve heard people say that marketing is storytelling. And I think that’s a really healthy way to look at at marketing marketing is storytelling. Right. But the big lie that most people look at it with marketing is they think that marketing is a magic button. Marketing is a conversion trick. It’s a you know, it’s the idea that you throw a match in a log and you catch a fire. In other words, catch clients. It’s tactical and marketing is really about building trust. For us, and it’s about building respect, and it’s about building the story. So instead of people having to be sold, they buy they buy into things in other words you build a buyer’s community you buy build a buyers culture a buyers culture is very different than a selling culture, isn’t it? Right Think about that. You know, Starbucks is not a selling culture it’s a buyers culture isn’t it? Apple is not a selling culture it’s a buyers go we buy into it. So what if you could create your own version of a buyers culture, you might ask, Well, how can I want to introduce you to three ways using webinars virtual summits and more that you can be able to do this? right here right now. And Adam, it’s nice to see you my friend and I glad you like it.Do you want to be considered a transaction to a client, or a valued relationship? - Dan Kuschell Click To Tweet
And here’s a simple way. I think I’ve mentioned this before my son. At this point, he’s 12 years old. He plays football and marketing is a lot Like, football and field position, right? We all are in this game of business. If we’re a business owner or founder or a CEO, we’re in the game. And we have a playing field. Now some of us do it better than others as it relates to marketing. But here’s the idea like in football in traditional football Anyway, you have a kickoff to start a game, and a team catches the ball, usually around the goal liner in their end zone. And then if they return it out of the end zone, right? They let’s say, It’s me, I’m returning it out of the end zone, I catch the ball in the end zone, and I make a cut and I go like eight yards, or 10 yards just to use simple math because a football traditional football field is 100 yards. So let’s say I come out of the end zone, I take it 10 yards, and then I get just I get hammered, which would probably be the case at this point in my life. But I get hammered. And I’m at the 10 yard line. So what does that mean? I’ve got 90 yards to go in this game, right. That’s my marketing. In other words, my marketing sucks. So what do I have to do to make up for inadequate, ineffective poor field position? I’ve got to do a lot of selling don’t I. So I’ve got 10% marketing, I’ve got 90 percent of selling, that’s got to happen. On the other hand, let’s say I set things up, right? I get the kick off, I make a move, or I’m a better athlete, whatever the case might be, and I take the ball 80 yards, instead of 10. Well, now I’ve got only 20 yards to go. And I’ve got better what better field position better marketing in place? better, more effective storytelling more trust, more respect. That’s what good marketing is. So your marketing is better field position. What does that mean? Less selling? What does that mean? You create a buyers culture Apple, how good do they do with their field position, their story, their trust, building their respect? Now what is this? It’s an adage it’s been around for decades and decades and decades. It’s education based marketing.
So coming back to webinars three steps that you can take, quit looking at your webinars at one time event, quit looking at it as throwing a match in a log, stop it stop the insanity, stop paying attention to a lot of these false experts. These false experts are leading you down the wrong way. Understand field position, understand that you need a combination of marketing with selling. And if you have the right marketing, it’s going to set up your field position. What is marketing, trust, building, respect, building, positioning, and storytelling, those four key things if you’re missing any one of those that your field position makes it harder and now you have to sell more. If that’s what you want, then keep doing it. By all means. I’ve had businesses by the way, let me speak to the elephant in the room. One of my early businesses was a high pressure selling environment. super high pressure. And then as we got better and better and our field position got better, we had people on our teams Wow, these are the best leads we’ve ever had. Why? Because the marketing and education process of trust, respect education, storytelling was so good that they were pre motivated, pre qualified, pre interested, and ready to do business with us. Right? It made it that much simpler. So how much easier would it be for you if you had that?What is marketing? Trust building, respect building, positioning, and storytelling. - Dan Kuschell Click To Tweet
So what are these three things that you can do for your webinars? Number one, you got to stop looking at your marketing or stop looking at this webinar process or whatever your summit or as like the event, it’s a start to the process of building trust, of building respect of building the story of building your field position. Hopefully that makes sense. I hope that really makes sense and really connect because I just see so many good people, hard working people that are getting sucked dry by these experts, making them think all you got to do is create one magical webinar. It’s nonsense. It’s BS. No, it’s a long term play. It’s really shipbuilding. So let me give you the three steps number one, what we’re seeing right now with active clients. We just had a webinar with a client. We’re at about 880 people registered for the webinar. We hosted this webinar in the last few days and our company helps certain clients that we work with implement these sorts of things. So we set up the model set up the traffic, we drive traffic, 890 people registered with over 200 and some people that showed up immediately for this, what did we do to get the ratio higher than 25% In this example, in a very competitive niche, right, during a busy time a week for founders, CEOs, business owners, let me give you the three steps that you can take number one, when people register for the webinar, ideally put a video on your thank you page. That’s energetic, exciting, and tell them well, why to show up for the webinar, how to prepare to get the most out of the webinar, and also let them know you iterate like 1 to 3 key things, they’re gonna walk away with action steps, and also what they’ll miss out on if they’re not on the webinar. It’s really critical. And you can do that in one to three minutes. That’s number one. Number two, once they register for the webinar is now you want to have a mini series of confirmations for the webinar. And there’s, we’ve got a whole blueprint of being able to do but I want to highlight a couple of the points, right again, because it’s all about field position. You want to build your trust, you want to build respect, you want to build the story, and you want to build your field position to get them pre interested pre motivated, pre qualify, ready to do visit. In other words, you’re creating a buyers culture at the time they show up, or even if they don’t show up, you could still do business with them. How do you do this? So a couple key things. Number one, is if you’re getting their phone number, what you have the ability to do is to send out a series of text message The day of the webinar, what we recommend minimally is to send out two text messages one about an hour before the webinar, and one, either within 15 minutes or starting now of the webinar with a direct link, not to register, but direct link to whatever the webinar link is, it could be on zoom, it could be any number of webinar platforms, but the direct link to get in and on the webinar. Now, they may have to enter their name and email again. And that’s fine, but it gets them directly in so that’s a real little new nuance that can change the game for your Sharpe ratios if you take the time to use it. So that’s number two. Number three, do a voice broadcast from someone on your team within an hour or less before the webinar as well reminding them to show up that’s personalized. Hey, this is so and so I just wanted to remind you of the training or the webinar that’s getting started the summit or the live event. That’s good. Started in a little bit made sure to jump on and here’s the link. So that’s another step. So those couples and then on top of that is have three email confirmations, one, about three hours away another an hour away, and you may even add a fourth, one 15 minutes away and one Hey, we’re on right now. So if you incorporate email, you incorporate text reminders, you incorporate voice broadcasts, you will see that you’ll increase your show up ratios.
But guess what? It doesn’t stop there. Now. Nobody said building wealth building success was easy, because you might be going oh my god, this is a lot of work. Yeah, this well, you know, a success is optional. That’s the truth, especially in business. Right. If you want an easy, you’ll have it hard in the long run. If you want easy later, you might have to do a little bit of hard work on the front end, right. And this takes some work. It takes some engineering it takes some effort. effort and planning and focus. Now the beauty of today’s technology, you can literally set it and forget it, you can automate 90% of this 95% of it almost 100% of this, set it up one time. And then anytime you run it, you can just have a model that runs with you, right? So I hope this serves you, I hope you will take action and put a couple of these pieces in place. Number one, change the mindset quit looking at any event, webinar, summit, live event, etc. As a one time thing, a transaction. No look at the long term of your business. Understand the real business that you’re in is education based marketing. It’s about building field position. What does that feel position and marketing set to do? It builds your trust, you build your respect, it builds your authority, credibility, and field position and storytelling, right. all geared to help pre position pre motivate pre qualify get someone pre interested to set the stage so that it’s a buyers culture and not a selling one? Well, if that’s what you want, like, if your marketing sucks, and you only go five yards of field position, you got 95%, well, then you’re going to need a hard selling high pressure selling environment. On the other hand, if you have good field position, you move people through a process and education, authority, all these things we talked about, by the time they are at a place to make a buying decision, it is that it’s a buying decision on a selling decision.
Does that make sense? I hope it serves you. I hope you really, I hope you come back to the segment and re listen or rewatch it and make some notes because I have to say you could maybe you could tell I’m a little fired up today. Because I had this conversation earlier. It was you know, kind of stemmed on the back of the conversation we had in this mastermind that I’m a part of where people were debating, like what’s going on what’s working in this works. It doesn’t you know, webinars work Email works, voice broadcasts work text works. The key is getting them all to work together, but stop looking at it like, I’m going to throw a match in a log and I’m going to catch a flurry of clients. That’s a short term perspective, being the long game, being the relationship business work, to build the story, build the credibility, all the things that we’ve talked about. And if you take the approach and do the things that others won’t do, you’ll be in a place that others won’t, you’ll be positioned as the expert. One of our clients we’re working with right now literally, has generated millions of dollars with this type of model we’ve helped set the stage and put in place and implement over the last handful of months. And over, you know, close to a year now. It’s been amazing to see the growth model and the momentum that it’s created and another client we helped go they had like 39 candidates in the whole year for a high value program that they offer and they went from 39 a year to 100 a month. Well of course they’re going to see hockey stick growth but we Put these kinds of things in place. And you can put them in place too. I encourage you come back, listen, watch it. You mark this out, blueprint it, it’ll work for you. But understand what you’re in, you’re not in the throw matches at log business, you’re in the long term, you’re in the field position business, use the marketing for the purpose that it’s there to set the field position, less selling, better marketing, creates better results and creates a better experience at the end of the day. And that’s what I want for you.Less selling, better marketing, creates better results. - Dan Kuschell Click To Tweet
That’s what we because here’s the beauty of it, when you get your business solid, and let’s say you’re immensely successful and profitable, a lot of us are in a place where we have revenue and profitability. Now we can go make some substantial changes. And there’s changes needed when you agree, changes in the world, some major things, some major initiatives, and one of those changes is related to this little little guy, small business today. small business owner is being you know, wiped away. You know, there’s the haves and the have nots, there’s, you know, the wealthy getting wealthier, and the, you know, small business is in a place of disarray. And it’s sad to see and what I know. And what I want to encourage you to do is realize we’re at one of the most exciting times in human history. If you take advantage of it, if you set up the right systems, if you take the time to understand what you’re really, really have the ability to leverage right now the little guy can still compete with the big guys. The technology gives us the ability to do that it may not be the case in the next three years, unless you ride the way right now AI, these big tech companies are making it tougher and tougher. And if you don’t capitalize on it now, you may get like swept away in the next 24 to 36 months and that would be a shame, you can do it now. So I encourage you take action, set up your text, set up your email reminders, set up your education based marketing, set up your field position, so you are in a place to win, you deserve it. And you can have a bigger impact, have a bigger reach, make a bigger difference and have a bigger contribution. So there you go, here’s a way three ways or more to be able to go out and increase your show up ratios for summits for webinars for live events. Using these approaches, also actually get over 75% engagement because here’s why. after the webinar, you create a mini series.
I’ve talked about that on other and if you want to go deeper with some of this, if you want to get access to some of the insights, wisdom strategies that we make available, go check out our podcast, we’ve got over 200 hours of insights to a degree a lot like this on different topics. As far as business growth, we work with founder CEOs to help grow and scale 6, 7, 8 figures with less stress. Right and a lot more simplicity. You can go check that out again. growthtofreedom.com, we’ll put a link in here if you want to have a call to see how we can help you implement some of these strategies for your business to make sure you’ve got the right field position, right that you’ve got better marketing related to education based marketing. We’ll put a link in here as well you can do also go look to book a call with us at breakthroughstrategycall.com, that’s breakthroughstrategycall.com, but take action. Get your field position, create a buyers culture, make more impact. Make a better connection, tell better stories, increase your field position and you can help as a byproduct generate more clients, more sales, more profitability, and a long term approach. That’s it for today. Enjoy the day seize the day. We’ll see you next time on another segment here. And by all means take action. We’ll see you soon.
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? plateau or hit a wall and growing your business? Well, 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 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.