Sales Funnel Radio SFR 71: Retail Funnels! Special Interview with Joe Giglietti...
Groceries, Restaurants, Clothes, etc. Joe spills the beans on HOW to drive WALK-INs to Brick and Mortar businesses...
Steve Larsen:
What's going on everyone? This is Steve Larsen and you're listening to another episode of Sales Funnel Radio. This is part four of our six part series, and the highlight of today is going to be all about retail funnels, brick and mortar style. This is an interesting category of funnels that we put together, because it does go and transcend across a lot of different areas.
The person I'm going to be interviewing today, his name is Joe Giglietti. Joe, I respect him like crazy. Personal friend of mine. Really, really enjoy any kind of time I get to spend with him. I always learn from him quite a bit. He has a great story he's going to share with you, and then also he's going to dive through the funnel he uses to get people to show up.
It's not just about leads with the retail world, it's all about walk-ins and getting people to come and actually step into your store, whether it's a restaurant or grocery store or whatever it is.
This is not including the professional services category, that category includes dentists and lawyers and doctors. People who there's some kind of specialty involved with it. We call it the professional services. This is not that, this is retail/brick and mortar.
You might think grocery stores, you might think restaurants, you might think Best Buy, those kinds of places. With that, we're going to dive right into the episode.
I would grab a piece of paper because I literally filled an entire thing of notes again on beautiful concept, amazing things that I know that can transform your business, especially if you're jumping into the retail space. It is a different style funnel than the other funnels, which is why it's its own category. With that, let's jump right into this episode.
Announcer:
Welcome to Sales Funnel Radio, where you'll learn marketing strategies to grow your online business using today's best internet sales funnels. Now, here's your host, Steve Larsen.
Steve Larsen:
Alright, alright. With me today I've got a very special guest, who is representing the retail/brick and mortar space in this special six part series. This would be part four. What he's going to teach us is how he's been using Facebook ads and funnels to drive his business and help other businesses with their own companies and their successes.
I first met this person, I don't even know, it's probably a year ago now. Immediately fell in love with what he believes and what he does. As we started to get more and more of a relationship, it became very apparent that he and I actually have very similar views on the world, beliefs on it, what we're here to do, providing value.
It was really a cool thing to bond over. Anyways, with that I want to welcome you to the show. This is Mr. Joe Giglietti everyone.
Joe Giglietti:
What's up man, thank you so much. I am super stocked to be here on the show with you. I know there'll be lots of energy because I'm with Steven. You guys don't even know. Before we even got on here we were screaming at each other through Voxer, like those motivational things Steven does. It was great.
Steve Larsen:
It's so fun. I don't know how that started but one day I just started, I was like, "This is Russell Brunson, this is my mentor. I can't screw this up. What's up..." You know, I was like ...
Joe Giglietti:
Do all your other guest call you and go crazy on Voxer too? [crosstalk 00:03:20]
Steve Larsen:
No, you're definitely the first one to ever do that.
Joe Giglietti:
Okay, awesome. I'm proud, I'm proud.
Steve Larsen:
Actually, I think I'll toss it inside if you're cool with it.
Joe Giglietti:
Yeah, absolutely sure.
Steve Larsen:
I'm going to put in the show.
Joe Giglietti:
I think it's time to give you a little dose of what you give Russell, I'm told, almost every day. Do you know what today is? Do you know what today is Steven? Today is the day that you get to Funnel Hack.
Today is the day that you get to change people's thinking. You get to change people's action. Today is the day you get to change people's focus and thereby change their lives.
Today is the day that you get to tell the world how to Funnel Hack. Are you with me? Shout yes.
Steve Larsen:
Yeah baby. We get... Let me hear your war cry.
Hey, thanks so much for joining though. I want to dive into a little bit more about how I met you. For everyone who's listening on the show, we were building some funnels. This was back when Russell was taking clients. We were building, it was for your daughter.
Joe Giglietti:
Yeah.
Steve Larsen:
It was for Emily. I just remember talking to Russell after we saw some videos of you guys doing stuff. He's trying to show me, showing about the client, showing what were going to do and the funnel we were going to build. I was like, "Man, this girl is incredible."
Then I immediately had the same thought, it was like, "Her parents must be incredible for her to be like that." Then it was a few months later, then I actually met you and I was like, "This guy is incredible."
I actually went to Dan Henry's and you were speaking and, no joke, I was like, again, "This guy is incredible again." I actually thought you bar none were the best speech of the entire thing.
Joe Giglietti:
Thanks man.
Steve Larsen:
I'm dead serious. I told Russell when I came back and everyone else. I was like, "He just crushed it." You were taking off. You were telling these amazing stories of things you had been going through at the same time that we were working. I had no idea about any of it.
Anyway, whatever else you'd like to go into or share, whatever, but do you mind telling people a little bit about the backstory of how you got into this world, sales funnels, funnel building, and what put you here?
Because I know you've been around, you're certainly a professional. You went around, real estate, right? You did lots of different things.
Joe Giglietti:
Yeah.
Steve Larsen:
How did you end up here?
Joe Giglietti:
I'm an entrepreneur...
I did take one job out of college, I lasted two months. I had to go because I told them they had all kind of things they needed to do and I was going to fix it for them, and they were averse to change. Surprising, right, a corporation averse to change.
Steve Larsen:
Yeah, that's the first thing that happened
Joe Giglietti:
Yeah. I'm like, "I think I'm going to go do my own thing." So I went and started a real estate business and was investing in real estate. Really learned marketing there. At first I didn't know I was learning marketing. It was like the general public that's like, you think about marketing you're like, "That's a category." You're like, "Oh yeah, just do some marketing." What does that even mean?
Steve Larsen:
I know it's so fluffy for a while. Yeah, it's totally fluffy for a while.
Joe Giglietti:
So yeah, we did all kinds of stuff then and stuff like that. But I hit rock bottom with the crash of the real estate market back in 2007/2008, and realized that I really wanted to change the world more than anything, more than just make money all the time.
So I started this non-profit student movement. It was when I was in that non-profit student movement I started listening to a show called I Love Marketing. Are you familiar with that Steven?
Steve Larsen:
No, no I'm not actually.
Joe Giglietti:
Joe Polish and Dean Jackson.
Steve Larsen:
Okay.
Joe Giglietti:
That's what I [crosstalk 00:06:46] my teeth on, my gosh.
Steve Larsen:
Very familiar with Joe Polish but not his actual show.
Joe Giglietti:
Yeah, yeah. I learned to market on that show. I started applying it to real estate, which was cool but it was pretty tough, like running a non-profit. I was helping teens, I was in this really poverty stricken area of St. Louis, just trying to change the world there and do it without money. Had a lot of pain.
Steve Larsen:
Yeah, yeah.
Joe Giglietti:
In that process I learned, for me I think, you're obviously a part of that whole want-to-change-the-world community, and what I learned in that time of financial suffering was, yes I know I can make an impact on people's lives. I knew how to take a student whose life was probably going to get messed up and help direct their path, to really make an impact on their life.
That's impact, and then you think about influence and you're like, "How do you that with lots of people?" Influence is like multiplying that one to one thing. Almost like from a sales call to a webinar or something, right?
Steve Larsen:
Yeah, yeah.
Joe Giglietti:
Right, so you go from sale to expanding that to influence, but then the hard lesson I learned is, if I want to change the world as influence grows so do the costs. All those costs were based on my individual ability with real estate and running the non-profit at the same time.
Steve Larsen:
Interesting.
Joe Giglietti:
I just totally failed. I just totally sucked. It was rock bottom for me man, because I was mad at God, I was mad at the world. I was like, "I'm trying to do a good thing here."
Steve Larsen:
Sure.
Joe Giglietti:
"And I'm failing." You know what I'm saying?
Steve Larsen:
Yeah.
Joe Giglietti:
We had huge influence that is all kinds of students being a part of it, but we had to keep shutting it down because we couldn't afford it.
I realized that I can either keep fighting that or I can realize that whatever this whole money aspect is is a part of us doing what we want to do to change the world, and whatever I need to figure out in that process, is going to be the key that helps me loose so that I can multiply my impact, multiply my influence and then multiply my income to pay for that influence and to pay for that expansion. Kind of like we teach in Funnel Hacking, right?
Where it's like, guess what, you could market forever for free to as many people as you want, as long as you can break even at the front end and continually expand your front end, right?
Steve Larsen:
Right.
Joe Giglietti:
Those kinds of ideas really appealed to me. From there, I got connected with you and the ClickFunnels community. I think Russell's first book, DotCom Secrets. The rest is history. I got to tell this story though because it's super fun.
Steve Larsen:
Yeah.
Joe Giglietti:
This stuff is so easy a 10 year old can do it.
Steve Larsen:
A 10 year old does do it.
Joe Giglietti:
Yes. Yes, my daughter in the midst of a broken season, where we were giving up on the non-profit and realized that we had to move into taking care of my family and not just being homeless or anything like that.
Steve Larsen:
Yeah.
Joe Giglietti:
Which we were three times during our process of trying to lead that student movement we were homeless. The final time, I was done, I had spent everything I could emotionally and financially. Drained all of our life insurance accounts, everything, there was nothing. We decided to move to Florida. During that process, my daughter wanted to write a book.
She wanted to start her own little business and I was listening to marketing stuff...
Like everybody, listening but not doing, or doing a little bit here and a little bit there, kind of messing with it. Spend 20 bucks and then be like, "Oh, that didn't work." It's like, $20 is not a test. You know what I'm saying, $20 is not even lunch.
Steve Larsen:
Right, right.
Joe Giglietti:
But yeah, I was doing stupid stuff like that. My daughter wanted to write a book and so we went door to door with it. At least I knew how to sell, so I was able to teach her how to pitch. She went door to door and over the course of less than six months made $20,000, going door to door.
Steve Larsen:
Which is cra ... That's ridiculous, man. When I heard that my jaw dropped to the floor. Everyone who's ever heard that just goes crazy, it's like, "What?" We're like, "Oh my gosh that's insane. That's a huge, huge ... " Now, when was this? That all of this was happening?
Joe Giglietti:
She was 10. It was right before we moved to Florida, almost two years ago. It's funny too because this is a really interesting point and it doesn't relate to funnels. I was trying to change the world but in that process I was ignoring my family and we were sacrificing ourselves for the greater good kind of thing, whatever that means.
When I started investing in my kids and in my family, that's when it all really happened. World change starts at an individual level, and then it expands to the family and then out from there. You can't go out first and bring it back in, it doesn't work that way.
Steve Larsen:
Interesting.
Joe Giglietti:
Yeah. Anyway, she starts selling like crazy, and then some people hear about it and they interview her, and then their show blows up. All of a sudden, she's got all this stuff that they want to sell. Me and my friend, Matt Maddix and Caleb Maddix, I know you know them. If you guys haven't heard of them, they're awesome too.
Steve Larsen:
Yeah.
Joe Giglietti:
We ended working together on a thing called Kids For Success and all kind of door started opening there. I realized, I didn't really love real estate, I loved marketing. That was the whole part of real estate I always did love, was figuring out how to persuade people and get more people to the open house to sell an investment property or whatever, blah blah blah blah blah.
Steve Larsen:
Yeah.
Joe Giglietti:
Matt really encouraged me, I'm thankful for that. He's like, "Dude, you don't love real estate, you love marketing." I'm like, "You are so right." My daughter is what got me into it. It gave me the freedom where now she's traveling the world and speaking, I needed to do something that wasn't just local. I was like, "Cool, I'm going to start marketing," and it's just blown up because I've got focus now.
Steve Larsen:
That door and that whole thing that was happening, that was only a year ago then really?
Joe Giglietti:
Yes. Yeah, yeah. Exactly. As a matter of fact, when my daughter was doing her thing to keep it 100% ... because people always, they look at me now and they're like, "Oh, he's got 80 clients in his marketing agency and he just started it in January. He's crushing it," right? They're like, they have a different view than if I tell at Christmas I was broke.
The reason I was broke is I was broke again. It had been a year since I'd move to Florida but I was broke again because really I was putting everything into my daughter's business, 100% to try and get that off the ground. But I don't want to take anything from my daughter so it wasn't like I was making some buku bucks or anything like that. She was the little seedling that led me to ... Man, I love what I do now. I love what I do.
Steve Larsen:
Isn't it cool? It's so cool too.
Joe Giglietti:
Yes. Yes.
Steve Larsen:
It's addicting.
Joe Giglietti:
Yes.
Steve Larsen:
Every day you get to wake up smiling. I was like, this has been several days which have been honestly I probably should have stayed home, I was sick. But I was like, "I can stay away." It becomes an addiction a little bit.
Joe Giglietti:
Yeah.
Steve Larsen:
It's the other side of it. Most people don't have to worry about loving their job too much or whatever they do too much. It's the [crosstalk 00:13:35] like, "I can't wait for the weekend." It's like the opposite.
Joe Giglietti:
Yeah. No, there are no weekends. It's just like, "Yes," everything I see it's like, "How can I market that better?"
Steve Larsen:
Yeah. This morning I had the same thought. In my head I was like, "Oh, I could go do this with this. I could do this with this." It's like, "Here's a whole brand new funnel type. What? Okay, nevermind. I could go to the office, get to interview Joe."
Joe Giglietti:
It's awesome.
Steve Larsen:
That's cool. About Christmas time then, you're broke, you're going through this experience. You dove into that story a little bit as well pretty deeply, Dan with the Christmas presents, right?
Joe Giglietti:
Yeah. Yeah, so Christmas Eve day. This was very hard to share from the stage. It definitely got everybody's attention though.
Steve Larsen:
Man, it's amazing.
Joe Giglietti:
Because I'm up there teaching on client acquisition and I'm like, "Okay," and this was what, March maybe? I'm like, "Christmas Eve day, I was broke. I did not have enough to buy my kids present. Literally like $20 broke." Dude, I had met with you three months before, right?
Steve Larsen:
Yeah.
Joe Giglietti:
On Emily's stuff, it was like, to be perfectly honest it's what happens to a lot of entrepreneurs, we just go in too many directions man. It's kind of like what you just said, "I could do this, I could do that." There's all this kind of untested and then we're entrepreneurs so we want to try to something really cool, instead of just doing something that you know will work.
Steve Larsen:
Yeah. That's such a disease, it's so true.
Joe Giglietti:
Yes, yes. That's what I was doing. I saw something actually that Dan Henry did, he was teaching on his webinar, on how to get a client fast. He calls it a curious student offer. I put out that offer, getting by at that time, because I couldn't. I just did the curious student offer and it ended up being a guy who was in, he was traveling to Mexico and was going to wire me the money from Mexico.
That's what my hopes and dreams were pinned on on Christmas Eve day, to get a client to help with our marketing, who I knew I could help.
They were actually a real estate investor, so I knew how to do the marketing for them and stuff like that. Yeah, that's what it was. One test, that test, it worked and I was like, "Okay, this is what I want to do. I want to have an agency and help other people. That's an easy sale. All I'm selling is money."
Steve Larsen:
That's amazing. You're using Facebook ads though.
Joe Giglietti:
Yes.
Steve Larsen:
To pull someone in then you add a funnel afterwards. I'm sure at the beginning though, did you have that all set up?
Joe Giglietti:
No. No, no. Okay.
Steve Larsen:
How did that first guy happen?
Joe Giglietti:
The first guy happened, I just put it on my own thing. I did what Dan said. I said, "Hey, I'm learning a whole bunch of things about Facebook ads and I can get you a bunch of results. If you'll just pay for the ad spend, I'll take care of it for you." I had a bunch of people respond and I called, and did sales call like a free consultation type thing.
I asked them, I told them he'd been $1,500 to set everything up and then we were going to do a pay-for-results model off of everything that he did, a certain percentage. He was in. Yeah.
Steve Larsen:
It's amazing.
Joe Giglietti:
It's just that easy. I think you're asking me about the funnel, aren't you Steven? You want to get into the nitty gritty now, don't you.
Steve Larsen:
Into the deets, man. Into the deets. This is super fun because I had very similar situations like that. Where it was like ... When you were telling that story on stage, I couldn't help but think of all the similarities between what you and I I think have gone through.
Where it's like, I was dead broke, wife couldn't eat. It was intense, intense also, and suddenly this massive realization, similar to what you just said, that when an individual focuses on the marketing money comes, but if they focus on the money, no money comes. It's all about focusing in on my marketing and it's ...
Anyway, I just love your story, all the stuff you're getting through.
Joe Giglietti:
I'm not sure how deep you want me to go into that specific funnel because I know that a lot people listening are listening for retail stuff, but at the end of the day to me it isn't which funnel you do. It isn't whether you do a retail funnel or you do a professional services funnel or you do a free book funnel. That isn't what's holding people up. What's holding people up, first of all, it's just fear.
They're afraid to choose...
I talked a lot about this at Ad Con...
They're afraid to choose. They don't know ... that was I was doing, going in lots of different directions. There are so many ways to make money with marketing. It's almost dumb to say, right? It's silly to even make that sentence but there are so many ways as an entrepreneur, especially today with the tools available and the accessibility and the accessibility to the know-how with great podcasts like this. It's easy to get distracted into a thousand different directions.
Steve Larsen:
Totally.
Joe Giglietti:
The first thing you have to do is choose. You have to decide. The word decide comes from the Latin word, incision, becomes the word decision. Decision means to cut off all other options. That's the first thing you have to do. That change, when I went to my wife and I said, "I want to do this."
She said, "I'm tired of you jumping around from thing to thing...
I want you to choose one and I want you to make it happen, and not to move from until it's done, until you've done it, until you've conquered it." I was like, "Okay. I know I love marketing. I know I want to go on in on this 100%." Then it was like, "Okay, what in the marketing world do I want to do?" For me, I want a real ... That's not the right way to say it but, I want a real business in the sense that a lot of times internet marketing, sometimes it's like people think a 20 year old sitting on the couch on their laptop, and that's the business, right?
Steve Larsen:
Yeah.
Joe Giglietti:
If that's your thing, that's cool. I'm not dissing that at all. Have fun, but I want to build a business where I've got 50 or 100 employees and we're doing big things. That's what I want. My thought, like a lot of people, it's kind of cool too, a lot of people want to sell courses, which is awesome. I'll probably sell courses at some point too. I kind of do right now but that's not my of ... I do that to get clients into my business. That's just a lead in to get into my business so that I can actually do the marketing for them. That's what I like to do.
Steve Larsen:
How are you, and I love that...
I was taking notes, every time I interview somebody, and I wrote down, "Decide equals incision, to cut off all other options." That's ama ... I had to do that too, otherwise if you shoot all over the place you actually don't get anything done. You're just staying busy and you confuse action with achievement. It's the biggest, biggest smoking mirror game ever.
Joe Giglietti:
Yes, yes.
Steve Larsen:
Anyway, what are you using in retail then? How's the retail world working with funnels?
Joe Giglietti:
There's a couple of things. I help clients, so I don't own a retail place but I do it for other groups that would be considered retail. Which is kind of weird one to categorize. I'm not sure if you've categorized it for everyone already but it's a weird one to categorize.
It's kind of like the leftover miscellaneous bucket or something like that...
Steve Larsen:
It is, of the six categories it's like, yeah, it's like well because kind of anything could be retail so ... anyway.
Joe Giglietti:
Yeah. First thing, I think the first thing that we're seeing in the retail world is the same thing that I've seen in the real estate world, which is the old methodologies of attracting clients still work.
They still work really, really well because now you can put that same offer up to the world, even though Facebook, all the spoiled internet marketers are like, "Man, Facebook's so expensive now." Because they're used to how it was before but to all of us who are new to it, we're like, "Man, this is awesome."
Steve Larsen:
So cheap, comparatively, yeah.
Joe Giglietti:
Yes, yes. You think about a place like Walgreens, I think of Walgreens when I think of the word retail, right?
Steve Larsen:
Right.
Joe Giglietti:
When you think about how does Walgreens gets cust ... there's a couple things to think about with the retail funnel. The first thing you think about is like, "Really?" A lot of times we think in terms of leads, and one of the things I've learned is, man, I'm about to violate, I'm about to blaspheme. So close your ears Steven.
Steve Larsen:
Do it.
Joe Giglietti:
In some way, in a retail funnel leads are unimportant.
Steve Larsen:
Yeah.
Joe Giglietti:
Right? Because ...
Steve Larsen:
You need walk-ins.
Joe Giglietti:
Yes. The way that that's spoken of a lot of times, not only in the retail funnel area but in some of the more professional services, and there's a lot of cross over, is they talk about it as appointment requests. When you think of a place like Walgreens, they need to get somebody in the door.
We all know, every single one of us listening to this knows how Walgreens gets people in the door.
There's two basic ways. One they have the pharmacy. They've got that, they've got some kind of high value offer that a lot of people can't get and kind of got a corner on the market so to speak, even though CVS is on the other corner. Then the other thing though, and one of the primary ways that they'll use is discounted bread and milk.
Everybody needs bread and milk, and so Walgreens always puts out these pamphlets with the discounted things. It's usually the discounted things, if they're doing a good job, that everybody's going to want.
It's not necessarily some obscure thing that they're not sure, although they've got a pamphlet so they can do that. But I mean like bread and milk at discounted prices gets people in the door, and then once they're in the door they buy other things. In the internet marketing world we call that a crazy discount offer.
That works. It's always worked and it will continue to work, right?
Steve Larsen:
Right.
Joe Giglietti:
The difference is, is now you put that offer in front of ... you figure out what they want, there's a lot of ways to figure that out but you figure out what they want. In most cases, retail establishments already know that.
Like a restaurant, they're a retail establishment. I just moved into a brand new office, super excited about that and ready to hire a bunch of new staff. If you're out there and you want to be hired, come to me, I'm in Florida.
Steve Larsen:
Go to Joe.
Joe Giglietti:
Go to Joe. There's a new pizza place that opened a few doors down. Basically, they wanted help and I'm doing this for free pizza, just because I'm too busy to take on new clients, so I did this one for free and they will not let me pay for pizza anymore.
Steve Larsen:
Wait a second, that's how they're paying you?
Joe Giglietti:
Yeah. They literally offered me the business and I rejected it because as I said at Ad Con, I have too many clients and I need more employees to handle them.
Steve Larsen:
That's hilarious.
Joe Giglietti:
I really wanted to help them because they're a new business. I went in there and I'm like, "Oh, yeah. I own a marketing company," and they're wondering if I'm going to sell to them. I'm like, "Don't worry. I'm too busy, I can't handle you." Then of course they wanted me, right?
Steve Larsen:
Yeah, yeah.
Joe Giglietti:
Yeah, what I did for them is first of all, new opportunity, right? Hello Expert Secrets, new opportunity. It's a new pizza place in the area, so all I did was I had them ... a piece of pizza costs them like 50 cents or 60 cents or something like that.
They're called Slices Pizza, so what I did was, I said, "Okay, let's go a three mile radius and let's choose people who are foodies, which means they're going to like trying new food. We're going to say, 'New pizza place is now available. We're giving away free pizza. Comment below for a free slice and check out the greatest new pizza place in town,' kind of thing."
There was more to the copy obviously, I don't have it in front of me, but the point is free pizza. Crazy discount offer, gets them in the door. Now, here's the thing with those kinds of funnels, notice that I said leads aren't important because if somebody comments, "Free pizza," on that, that doesn't necessarily mean they're going to come on the door.
As a matter of fact, they're probably not going to come on the door, which is the other reason why I'm saying leads aren't important a lot of times in these retail funnels.
What is important, and I sound like a broken record Steven so it's annoying to even say it, I knew this but my marketing didn't operate as if I knew this. It's this, it's all ... Dude, getting leads is so easy. If you're struggling to get leads, just put a crazy discount offer out there. It's very easy to get leads now, right?
Steve Larsen:
Yeah.
Joe Giglietti:
The game, the true game, I can't over emphasize this, is in the follow up. How do you move a lead and convert a lead to an appointment, to a person who walks in the door? That is all about the marketing, which we tend not to think about because we talk about lead generation.
Don't be a lead generator, be a business multiplier. If you're going to be a business multiplier, by the way, the name of my company is Multiply Inc. If you're going to be a business multiplier, you have to convert those leads. If you expect the business owner to do that, they're not, 90% of the time they're not going to do it.
Steve Larsen:
No.
Joe Giglietti:
It's all about creating that follow up process and creating a funnel inside of the funnel to move the person from saying, raising their hand, saying, "I want free pizza," to actually showing up.
Steve Larsen:
100%, I totally get what you're saying. I back it up to the nth degree because the way I got broke into the funnel was very similar as far as, I was building lead gen strategies for Paul Mitchell, local Paul Mitchell stores. I ran into the same problem though, I could drive tons of leads, but after all they're like, "That's kind of cool but no one's walked in." I was like, "Crap, I've got to change the game." So we started running ads for these T3 scalp treatments or whatever.
If you'd walk in and you'd say the magic word or whatever, because that meant that they got to pitch you on their $18,000 student package. You go through a lot of those and actually still break even, have a good business. Anyway, totally, we had to change the funnel. My gosh, no one else I've ever talked to has ever said that, thank you.
Joe Giglietti:
Awesome. Yeah, no, it's huge. I know this is retail but I help a lot of real estate agents because that's my background, and it's like that's how I started the company, and it's like my assumption was and I think many, if you're out there no matter business you're in, the assumption is if I get enough leads I'll close some of those and give very little attention to the conversion process of those.
I have people, it's like, "Yeah. Oh yeah, I got a lead, I called them." Yeah, and what happened? "Oh, I left a message." How long ago was that? "A week."
Steve Larsen:
They're dead, they're not coming.
Joe Giglietti:
Yeah, yeah. It's over. James Sturman actually, he's great at restaurant funnels. If you guys don't know him, he's amazing at restaurant funnels. He's got like, I don't know, 50 to 100 restaurant clients and all of these. Anyways, he's a friend of mine and he has this whole process when people sign up.
Messenger is working really well for a lot of retail stuff, and so having a phenomenal follow up process with a lot of, I know, scarcity, urgency, surprise. Limit it to say seven days, and then you can do a countdown.
You can say, "Oh five days left, oh three days left, two, once," right? Maybe throw in some other bonuses or other things if they show up on certain days, or whatever you can do to try and incentivize that and take it away. That's why, again in the real estate world for me, one house always does better than a list of homes when I'm offering stuff. Why?
Because there's scarcity and urgency to one house. It could be gone. But there's no scarcity and urgency with a list of homes because there'll always be a list of homes available.
Steve Larsen:
Interesting.
Joe Giglietti:
It just works better. But there's one other thing I want to share about retail funnels that I think is really important. If you don't to do, because some people are like, "Dude, I don't want to give away the farm," which is just fear. You don't get it if you're thinking that way.
Apparently Walgreens has figured it out. But nevertheless, the other thing that is really huge for any kind of retail style funnel, and I'm not only saying restaurants or things like that. You'd be surprised the places you can use this, is events. Events.
Steve Larsen:
For retail.
Joe Giglietti:
For retail, yeah, absolutely. Whether it's a chiropractor, which I know that's more professional services, or even a real estate agent, against that's kind of professional services. But a restaurant, hosting an event could be huge. I'm trying to think of other kinds of ... give me an example. Let's play a game Steven.
Steve Larsen:
Let's do it.
Joe Giglietti:
Throw me a business and I'll talk about how you could use an event funnel to crush it.
Steve Larsen:
Let's say the ma and pa style of Walmart, let's say some small version of a grocery store.
Joe Giglietti:
Yeah, awesome. I think businesses do this all the time, but you could do a three day open style event with prizes given away every hour on the hour, and balloons for kids and clown, blah blah blah. Stuff like that, to do some of sort of whatever.
Promoting that to the area, I would probably couple that since again it's a very small ticket items kind of thing, although if they $200 in groceries they're doing good.
I would put a discount funnel, crazy discount on certain items to get them in the door along with this whole thing for the kids, if that's your target audience, and some sort of event that's associated with that. Events, again, have some sort of scarcity and urgency attached to them, and so it helps. Also, it requires them to get in the door.
If they get in the door, now that mom and pop can do a one to one sell, but if they don't get them in the door and get them connecting to them or scheduling an appointment ... You could even do specific hours, specific offers that area available at specific hours. You could do segmented times to send people to and stuff like that, "Okay, at this hour we're giving away XYZ, it's 50% off in the meat department."
Something like that. Again, just scarcity and urgency is huge.
Steve Larsen:
It makes sense too because you see the event game being played like crazy. I'm thinking of all the car commercials, "Come in for the Thanksgiving event," and then a little later, "Come in for this Christmas even," a little bit later, "Come in for New Year's event," then whatever it is. It's always the event and it seems like it's going to right right then. Yeah, that's interesting. That's interesting.
Joe Giglietti:
Yeah, it's like, so many of the people, right now I'm helping a bunch of digital marketers get a bunch of new clients because obviously I've done okay with that. They want help. It's funny because a lot of the marketers need help getting their own clients because it's a different thing to get a marketing client than it is to help whatever their specific funnel is that they're running.
One of the things I've seen though just again and again and again, is they, again, they depend on leads. This whole thing is not about leads. I help agents, and I'll get them ... I have an agent I got 500 leads for in a matter of two and a half months. He closed zero of them. As a matter of fact, he didn't even move them to an appointment.
Steve Larsen:
Really?
Joe Giglietti:
How is that even possible? It's because, again, they have no follow up funnel. With people like that, when I'm realizing, and again this applies to the entire retail world but it's like, if I take that same guy and instead of doing all these other promotions I'm doing, if I just do an open house and get a bunch of people to an open house, now they're face to face.
They can't skip the call. They can't skip the voice mail and then he never calls again. He meets some people one on one and he'll get some deals out of that. Again, that straight up the whole goal for me of retail, is to get them face to face. If you don't get them face to face, you're not really doing the job with a funnel, you may get something out of it but it's not guaranteed at all.
Steve Larsen:
Yeah, that's really interesting. There was, I can't remember who said. It was Joe Polish, Joe Polish said this too.
He said, "Sales is what happens face to face, but the marketing is how you get them to your face."
Joe Giglietti:
Beautiful.
Steve Larsen:
I love that. I love that.
Joe Giglietti:
I wish I was that awesome and could get good quotes like that.
Steve Larsen:
I know, right? What can I say that's prolific today? I'm not trying to make a big ploy for ClickFunnels here, even if it's the best software on the planet.
Joe Giglietti:
Yes, Amen. Preaching to the choir brother.
Steve Larsen:
Those funnels though are amazing though. It really is how we get everything done. If we just left everything on the table, even in whatever it is we're doing, whether it's one of Russell's clients or whatever it is, any front end funnel we do, if that's where we leave it, just like you've said, our only expectation is to break even.
All that did is open up the gate. If someone took something free, in fact I just ranted about this to someone the other day.
I was like, someone who takes something that's free, like a free plus ... Or not even a free plus shipping. If it's some free thing, I don't even consider that a lead per se. That's just somebody who wants something for free. You've got to do something else to qualify him.
Anyway, so essentially in the retail world, you'll run some kind of ad, obviously talking about the free thing or the event or whatever it is. And then afterwards follow up with ... what's the most common follow up funnel you usually do for a retail space?
Joe Giglietti:
A lot of it can be, for retail space it's funny enough, we follow up, yes, directly with the person who's interested in the product or service kind of thing that they're coming for. Usually that's going to be text.
Text is working way better obviously, a lot of email's not getting opened up. Messenger is great, that's why we're using a lot of, not even necessarily bots just getting conversations starting in Messenger. May use a bot for the first one, and then when they reply get into that engaged conversation to move them to an appointment.
That works really well...
Obviously the text follow up, using Actionetics. Actionetics, go all in. I can't give my affiliate link here, this is Steven's show, but...No, but yeah, and Actionetics...but that's the basics. Then of course, please tell me, so many people are still not retargeting. I remember when I was like, "Yeah, yeah. I'll get to that but that's more complex, I just want to blah blah blah." Dude, I was such an idiot. When you start retargeting, my gosh. Can I tell a story about follow up?
Steve Larsen:
Yeah, please do.
Joe Giglietti:
Do we still have time?
Steve Larsen:
Yeah, we have plenty of time.
Joe Giglietti:
My gosh. This is about a realtor but it will make sense to everybody. Like I said, I have some of these agents who are in who are like, they'll get couple hundred leads and literally maybe follow up once. They're doing terrible, so then I've been following this guy, he's got great marketing. I'm going to go ahead and say his name, even though I don't know him personally, Jonathan Zabrocki.
This dude does $900,000 a year in commissions by himself. He has no assistant, he has no team. He does it by himself because he doesn't want to work a lot he says. He only wants to work 20 hours a week. Here's the thing, here's the thing. He does it, because he doesn't want to work a lot, he only allows himself 16 leads per month. One six.
Steve Larsen:
Because he closes that many of them, right?
Joe Giglietti:
Yeah. So what he does is, and this will point to it, this dude's ... I'm super impressed with the guy, I can't wait to meet him. I've been following him for a long time. I know this is true just because I've been following him for so long, that or he's really consistent with his story and a really good liar, but I don't think so.
What he does is when he gets a lead ... By the way, he's spending, I'm getting leads right now for people at $1, $2, some higher end real estate deal $8, whatever. He doesn't want to get a lot of leads so he doesn't use any of those sources.
He gets leads and they end up costing him like $500 a piece. They're no better leads. I know how he gets them, they're no better leads than normal leads I'm getting for five bucks. It's really funny. But anyways, here's the thing, when he gets a lead come in, he treats it like gold.
He calls them, emails them and texts them three times each per day. Nine total contacts per day for seven days, until he gets in touch with them.
I'm listening to this one day and I'm like, "This is nonsense." People get ticked off, right? I was, "I'm so mad at myself that I even thought that, I feel like suck an average guy."
I feel like a loser for even saying it right now, because I went ahead and said, "I'm going to try it." So I started trying it with some of my older contacts, people who were looking to get in and stuff like that.
I said, "Okay, here's what we're going to do." I get my sales team together, I'm like, "We're going to follow up. We're going to call them three times a day, we're going to text them three times a day, and we're going to email them three times a day, every lead that comes in." They looked at me like, "Are you an idiot?"
Steve Larsen:
Yeah, because the fear is that you're going to tick people off. I totally get that.
Joe Giglietti:
Yeah.
Steve Larsen:
Yeah.
Joe Giglietti:
Yeah. It was like, he had mentioned, "You're probably afraid you're going to scare people but ... " It's an old ... I can't remember his name now. Dan, Dan Hardy, Dan Hardy.
Dan Hardy says, "If you're very aggressive in your follow up you'll lose one out of five but you'll get the other four." I was like, "Cool." I was like, "Alright, I'm going to try this. What do I have to lose, they're just old leads, right?" I started following up like crazy, like he said.
Now, full disclosure, I could not keep up. I could not do nine. I was trying, because it's personal, it wasn't automated. It's very personal.
We did it, follow up, follow up, follow up, text, text, text, voicemail, voicemail, voice ... being really cool about it, not being like, "Hey, I've called you three times." No, it's just super cool, you know people are busy. Dude, it was almost every time between the seventh and tenth time, people would either call or text back, and the first words out of their mouth were, "I'm so sorry I haven't gotten back with you."
Steve Larsen:
Are you serious?
Joe Giglietti:
I'm serious.
Steve Larsen:
That's not what you would expect.
Joe Giglietti:
No, because the level of professionalism, nobody does that. The fact that you keep bringing it and keep trying to serve them, you do it with the right attitude and bring it in front of them, they feel guilty because they know they asked for...They're a lead, right, they requested for you to contact them.
We forget that so much. Just that level of intensity with follow up and it was like, I kept counting, we would go through the text when somebody would finally respond and go through our notes and notations. It was like eight times, 10 times, seven times, 12 times, six times.
I was like, "Oh my gosh, I am losing so much money because I'm so good at getting leads, I don't value them." But here is this dude, he gets 16 leads a month, out of 16 leads he gets eight appointments, and out of eight appointments he gets four or five transactions.
Steve Larsen:
Every month.
Joe Giglietti:
Every month, like clockwork.
Steve Larsen:
That's amazing. 25% close rate from your ...
Joe Giglietti:
Leads.
Steve Larsen:
... from your leads. That's actually really high.
Joe Giglietti:
Yes.
Steve Larsen:
That's awesome, especially in real estate.
Joe Giglietti:
Yeah, compare that to say getting 100 leads from people and not doing a good job of following up and getting two or three. But you still call all 100 of them, and still only get one to three them closing. Instead you could be like, "I'll just take a few of them and treat them really, really well. Reach out to each of them nine times."
Then you need a tenth the number of leads and can still get the same results.
Steve Larsen:
That's so awesome.
Joe Giglietti:
Yeah.
Steve Larsen:
Okay, wait, wait, wait, so is there much of a difference that you're seeing when you're running ... You go get the ad, the ad starts driving in leads. Because I know that a lot of times in the internet marketing world selling marketing to marketers, there's usually a difference in the environment, I have to put them in or the funnel in order to go to different price points.
Is it the same way with retail? Meaning, can I sell high ticket stuff?
It sounds like that guys is already if he's selling houses. Do you use the same strategy though for a $7 pizza? That level of high touch intensity, or is there some other strategies for other retail businesses like that?
Joe Giglietti:
I guess the answer is yes and no. Again, because my focus may be on the target audience. Someone that I'm working with right now, he's got a limo company, but they like these corporate high end clients. Those clients are obviously way different than somebody who's just trying to get a cheap limo for the prom one night or something like that.
There would be a difference in the offer but again, that's lead generation, front end. You figure out what they want and you put that in front of them and do what you can to remove risk or stack value if they do it.
But if you drive that to, like for example one thing we're liking to do right now is when someone opts in, the next page, this is a big secret we're really testing out right now. I can't believe I'm sharing this right now.
Steve Larsen:
I can, keep going.
Joe Giglietti:
Every single person who goes to a thank you page, in all of our funnels, retail and some of the others as well, we're always trying to drive that and give some sort of bonus or added value to get them to schedule an appointment, either on Calendly or even if it's an even to schedule a specific time to get a private access tour, a private this, private that, whatever, like one on one access with the owner or whoever the character is who's leading that business kind of thing.
Everything, I don't care if it's a limo company, I don't care if it's a restaurant, I don't care what it is, if I can drive them to actually schedule an appointment, that's again, I'm telling you, the name of the game is appointments not leads. Everything is pushing them though, and then by the way, all the retargeting is pushing them to the appointment, not just to be a lead. Does that make sense?
On that thank you page ...
Steve Larsen:
Yeah.
Joe Giglietti:
... we've got different options, and really it doesn't matter what, it depends on what they want but it could be two or three different things that we think that we're split testing or seeing how many do.
Whichever they click, those are all leading them to schedule appointment. It may be about being at the special event, or it may be about getting this other free bonus, or it may be about having a one on one conversation with the owner, but they're all really just trying to get an appointment.
Steve Larsen:
That's fascinating. What's so interesting to me is how different the sales process is for different industries.
Because again, back to, heavily in the internet marketing world as far as selling marketing to marketers, if I leave it up to somebody to call, like schedule an appointment, almost all the time, it's like let's say like Russell's high end coaching funnel, first there's an application funnel, the very last part says, "Hey, thanks so much for applying. We'll go ahead and give you a call, but if you want to jump ahead of the line, go ahead and give us a call," you know?
Joe Giglietti:
Right.
Steve Larsen:
The reason why is because when we used to put scheduling software on that stuff or we'd send them to Calendly, no one would ever show up, no one would ever call us, no one ever ... that's interesting that it's different when it's off the phones and it's in a different industry, that that actually works like crazy. That's an interesting difference there.
Joe Giglietti:
Listen, we're perfecting it. That's something that we're pushing. We've seen results, it's like, "Okay, why is this working?" Trying to drive that in other areas because I think you're right. Probably one to two out of five of our schedule appointments don't show.
Steve Larsen:
But the ones that do are probably rock stars.
Joe Giglietti:
Well yeah. That, and it's like it's not like these business owners in retail settings are getting a lot of these anyways. It's not like, "Oh man, my schedule is booked with 20, I could have had two more." You know what I'm saying?
Steve Larsen:
Right.
Joe Giglietti:
If they have four or five appointments a day and three show, they can make a lot of money just off of those, because you know what I'm saying? The no-show doesn't really bother us, I mean obviously you do things like indoctrination sequences and stuff like that, just like you do with webinars to get them to show up and come with value and stuff like that.
Steve Larsen:
Interesting.
Joe Giglietti:
Just as an example, for me to get clients, digital marketing. I don't if I'd do a retail funnel or not, but I'm helping digital marketers in all kinds of different niches get a bunch of appointments.
It's the same thing, it's all about the appointment. Once you get the appointment, your original question was, "What if it's high price versus low price and stuff like that?" If you're going to sell one to one with a sales person or get someone in the door, schedules appointments. Think about it, like a chiropractor. They'll do a $21 exam.
Steve Larsen:
Sure, sure.
Joe Giglietti:
Right? To get somebody in the door kind of thing. That can be a high price, it's low price there but it's high price later.
Steve Larsen:
It's fascinating man. I'm geeking out with you so bad now.
Joe Giglietti:
Good.
Steve Larsen:
I've got notes all over the place. This is so cool. This is so cool. That's awesome. You've done several different retail areas then. I know you're kind of all over the ... not many people ... I really think that you're such a rare person, to be able to go out and become an expert at something that's retail, something that's professional services, something...You know what I mean? Crossing industry like that, that's not an easy thing to do.
What types of retail businesses, I guess full spectrum, do you actually do for this? Let's say someone wanted to contact you, what are the full retail suite services that you use? You know what I mean?
Joe Giglietti:
Yeah. One of the things that I think is really important to everybody listening is that they focus. I've already talked about that a little bit. And then, once you get to a place and you can start hiring people to handle different options, you can take off focus.
One of the, quote-unquote, retailer is, would be digital marketers helping other digital marketers doing other retail funnels, like I'm helping them right now. I actually have a wait list of 30 people right now, because I've got to hire somebody else before I can pick up some more.
Steve Larsen:
That's crazy.
Joe Giglietti:
But nevertheless, yeah, so digital marketers. I've got some doing limos, I've got a digital marketer who just started, we just broke through his funnel, we're getting appointments. We got him an appointment today with his first $2 and 50 cents on ad spend with a roofing company who will pull in probably 2,500 a month. So yes, those kinds of areas, gyms, MMA, restaurant.
Usually I refer everything that I have on restaurant to my friend James Sturman, he's the man. I know I'm not supposed to do this, right? I'm a marketer, I'm supposed to promote myself, but there's lots of good guys out there doing some of this retail stuff.
If people are interested in talking to me about any kind of retail stuff or anything like that, I would recommend they message me on Facebook on my business page at Joe Giglietti.
Steve Larsen:
Sure.
Joe Giglietti:
That's Joe and then Giglie T-T-I, G-I-G, L-I-E, T-T-I. If we don't handle it, I've got plenty of friends who are doing ... I've got friends who are doing events for bars, that's a big one by the way. Bars and events, dude, you can get 50 bars who you can help and just do events, every week do events.
Steve Larsen:
I've actually have heard that, yeah. Yeah, with the bars specifically. That's awesome.
Joe Giglietti:
One of my guys is helping Bellator MMA, there's a retail funnel. How is that for a retail event? What is it? You're just selling tickets to an event. They're doing the zoo, I think the LA Zoo he's doing, which is pretty cool. Just stuff like that. Funnels work for everything guys. I know [inaudible 00:49:12] but it's like ... yeah, like, what do you want to do? You can figure it out, it's fun.
Steve Larsen:
Man, it's so cool. It's so cool. Now, two other things here. Your recently told a story to me, when I originally jumped out and said, "Hey, would you mind jumping on here?" About you turning away 25 people. Do you mind sharing that, because that was amazing?
Joe Giglietti:
Yeah. I don't know, I hope. You know how it is. I don't want to be like that guy. I don't want to be like a jerk, like, "I'm the man," or something like that.
Steve Larsen:
Sure. No, that's you focusing though. We'll say that's in the name of focus.
Joe Giglietti:
In the name of focus, yeah.
Steve Larsen:
So it's okay now.
Joe Giglietti:
Cool. Yeah, so I focused. I've got a little soliloquy about that if you guys want it.
Steve Larsen:
Yeah.
Joe Giglietti:
But I made the commitment on January first, I read a book. "Amazing Joe." No, I read actually a page of a book and had to shut it. It was the book, Tools of Titans by Tim Ferriss. It was the are where Peter Thiel, who's a billionaire, most of you should know who Peter Thiel is. He started PayPal and another couple other billion dollar companies.
Not a bad entrepreneur...
Steve Larsen:
Sure, sure.
Joe Giglietti:
He said, "Listen," he's like, "If you want to be a billionaire, you've got to think like a billionaire." Tim Ferriss said, "What do you mean?" He said, "Well, here's the deal. What I want you to do is I want you to think about your 10 year goals." If you're listening to this podcast right now, do that with me.
Let's do the exercise, think about your 10 year goals. Maybe it's financial, whatever it is, hopefully it's financial if you're listening to this. Now, you got it? Peter Thiel looks at Tim Ferriss and says, "Now ask yourself this question, what would it take for you to do it in six months?"
When I read that, Steven, I literally slammed the book shut in books-a-million and I'm like, "What just happened?" Like, "Dude rocked my world." Of course, all of the fear, all the worry, all the reasons why it couldn't happen just jumped into my heart. I'm like, "No, no, no," and there's this fear. I was like, "Wait, this dude's a billionaire. Don't argue with him. Try and listen to what he's saying."
I opened the book back up and then he's talked a little bit more and he's like, "Hey, if you're struggling with this idea, then think of a goal you can believe is possible in six months, but make yourself stretch."
When I read that I said to myself, "I want to make $100,000 a month. I can do that. I can build a business to get to 100,000 a month in six months."
So I focused, I started by focusing on real estate agents. I figured if I can get 50 real estate agents, I can get there. I figured, my whole focused shifted to how do I get a client? If I can figure out how to get a client, I can repeat that. I realized, I remember something Russell said, he said, "You need a KPI, a Key Performance Indicator."
So I made my Key Performance Indicator, I need five appointments a day. If I get five appointments a day I can sell on out of five, because two won't show. That became my key, then it was like, "Well how do I get five appointments a day?"
I realized I didn't want to cold call like crazy. I'd done that world with real estate and I was like, "I'm going to figure it out. I know it's possible. I don't know how I'm going to do it." Dude, I hope I'm not taking too long.
Steve Larsen:
No, I love it.
Joe Giglietti:
Yeah. What I did is I started by spending $20 a day testing out a funnel to get people, an appointment funnel, get people to a page, show them a demo and try and get them to click. I had to figure out the offer and all that kind of stuff. I was spending $20 a day and I kept stopping it, didn't work, changed it, stopping it, didn't work, changed it, stopping it, didn't work, changed it.
Then one day I'm like, "Why don't I wait a whole day to try and figure out a funnel? Why don't I just put $200 on it and as soon as it spends $20 just turn it off?" Because in my mind, for whatever reason, $20 was the magic number to test something. I'm an idiot, I know.
Steve Larsen:
I don't think so. I don't think anyone listening will agree with that either.
Joe Giglietti:
So then, being the typical entrepreneur that I am, I put $200, said, "Okay, good. I'll know in a couple hours. I'll just check back on it." Would you know it, I got busy and forgot, and the kids, and blah blah blah. I fell asleep and woke up the next morning. I had like five or six appointments and I'm like, "Oh my gosh, it worked."
I go to my Facebook and I look and I'm like, "Oh my gosh, I spent $200." I was scared. I'm like, "Why am I scared? I got five, this is good." I went ahead and did the appointments, I think I sold two of them or something like that. I'm like, "Wait a second, maybe I should spend $200 again."
I wonder how many of those other funnels actually worked, I was just too scared to let them run, to really see....
Steve Larsen:
We see that all the time. Someone will come back and be like, "I spent $10 and nothing happened." Or they're like, "I Facebook Lived two times. My first time ever and no one attended." You're like, "Two times? I have been doing this for years." It's like, "Come on." Anyway ...
Joe Giglietti:
Anyways, that whole story just leads to, so then it broke open. I couldn't turn my marketing on. I couldn't keep up with five appointments a day. I had over 50 clients within my six months. I didn't hit my $100,000 goal a month though because a lot of my clients are pay on results and realtors can take 90, 120 days.
Then we also learned, some of these realtors aren't so good at closing deals so we started adjusting and figuring out those appointment funnels on the backend to try and get them in front of more. I'm not there yet. I'm very close.
I'm very close now and I think in the next month or two I should hit it. But then I said, "Yay, I'm free. I focus for six months. [inaudible 00:55:01] now, who do I want to help? And I decided I wanted to help digital marketers, because that was one thing I'm really good at, is getting lots of clients for myself, so I'm like, "Uh, that would be so fun to work with other marketers, or so cool."
I put an ad on, I have a group that I share with a couple friends, it's called Journey To Seven Figures. I put not an ad, I just put out there my offer. I figured out how to make really good offers and I put an offer out there. In 48 hours, no I mean immediately, how many hours was it?
I don't know how soon it was, I can only let my schedule schedule out three days because I found people don't show up if it's more than three days in advance.
I know that it's scheduled out and we had 45 scheduled appointments, every single space was booked for 12 hours a day. I did 22 one on one calls, because I couldn't do it my sales guy because I hadn't trained him how to help with digital marketer yet.
So I did 22 sales calls, 20 of them bought immediately and I shut the doors on something called the 20K challenge, where I do the marketing for these marketers, to get them a bunch of clients, and they only pay me for results.
Every time they close a deal, they pay me, and a little bit upfront. Yeah, so in 36 hours, because I filled up quickly, I had 20 clients and 25 on the wait list. I think that's a world record with zero dollars in ad spend.
Zero dollars in ad spend in a group of 300 people, I got ... Yeah, so it's all about I guess making a good offer and figuring out how to get that one funnel working. An appointment funnel can absolutely change your life.
Steve Larsen:
Fascinating. The appointment funnel itself, that's amazing. Last question, I know I keep saying last question.
Joe Giglietti:
No, it's okay.
Steve Larsen:
It's so fun to geek out with you man, this has been awesome. I've been looking so forward to this. You're running a Facebook ad to an appointment page? What are you saying on this page to try and actually get the appointment?
Joe Giglietti:
Actually, with this most recent one, it was such ... Here's the thing. Man, you're pulling it out of me, man. When you're selling digital marketing or even marketing services to somebody, I think what most people miss is that you're not selling marketing. Too many people sell marketing and if you look at your news feed, too many people are selling, quote-unquote, Facebook ads, or selling, quote-unquote, funnels.
Nobody wants a funnel...
Steve Larsen:
No.
Joe Giglietti:
Nobody wants a Facebook ad.
Steve Larsen:
No one knows what it is even.
Joe Giglietti:
Yeah, yeah, exactly. What they want is money. That's what I sell. When I figured out that I sell money, then it became this, and I learned this from Dean Jackson. This will help anybody in any kind of world when you think about it. When you ask yourself the question, why wouldn't somebody buy from me?
When I ask that question, I sell money, why wouldn't somebody buy money on a discount. If I came to you and said, "Hey Steven, if you give me $1,000 I'll give you $10,000."
Steve Larsen:
I'm going to say yes.
Joe Giglietti:
Why wouldn't you do that. Yeah, you're going to say yes because you believe me, you trust me, you know I've got the skills to pay the bills and all that stuff. But some guy who just saw me for the first time on a Facebook ad is rolling his eyes. It's like, why wouldn't they? Because they're afraid. They're afraid that they'll lose. They're afraid that it's too good to be true.
The same offer shifted changed my business. Man, how am I giving you this stuff? Here we go. I shifted the offer. Anyways, I'm just going to say it. I shifted the offer where I say, "Look, Steven, how about I make you $10,000 and when I make you $10,000 you give me 1,000?" Is that better or worse.
Steve Larsen:
That's amazing.
Joe Giglietti:
Right. The whole idea, and you're seeing this in the digital marketing world, only pay for results kind of thing, it's taking off. Now, that doesn't mean ... because all of you are like, "Oh, you're going to get all these clients who blah blah blah blah." No, you can qualify them. By the way, I don't get any money, quote-unquote, but I do get a deposit where if I hit this number I get to keep it, where I'm 100% certain I'm going to hit that number every time.
They're not 100% certain but I am, but I need to take a deposit because you could rip me off.
You can make the money and then not pay me, so I'm going to go ahead and take a deposit, but here's the contract, blah blah blah blah blah. What am I doing? I'm giving the same offer, I'm just removing the risk. If we think more about how to shift our offers where we ... actually you'll make more by doing it this way because you can charge more on results. But if we can shift our offers to putting all of the risk on ourselves, but to us it's not a risk because we know that we can perform, dude, it's a win-win.
I charge people way more than I could charge them upfront, simply because I'm only paid on results for many of my customers, not all of them but many.
Steve Larsen:
That's awesome. That's kind of what goes back to what you were saying before, similar to the Dan Henry thing. That it's the hungry curious student offer but extended into an actual way beyond that first client. That's fascinating.
Joe Giglietti:
Yeah.
Steve Larsen:
Results first.
Joe Giglietti:
Absolutely.
Steve Larsen:
Imagine that still works.
Joe Giglietti:
Shocker, right?
Steve Larsen:
Shocker. What?
Joe Giglietti:
Yeah, I invented that. I did.
Steve Larsen:
You did.
Joe Giglietti:
Oh yeah...
Steve Larsen:
That's cool. What that does too is that it protects the person's status. I think that's so cool. Goes back to that status protection, how do they gain, how do they lose it? You're protecting it so that they can't lose their own status emotionally. That's fantastic.
Joe Giglietti:
Yeah. With that, I want to encourage everybody out there, I've got a little soliloquy, like when I was thinking about this morning what I was going through I've gotten to the place I am. I'm not bragging here, I'm just telling the honest truth.
When I have enough employees, I promise you, getting 100 new clients a month, I could do it right now, I just can't take care of them. What was stopping me though was fear. Fear is robbing the world. It's robbing you who are listening.
I put on an offer almost every day right now that will help people grow their business, they don't even have to pay me unless I actually multiply their business, and yet thousands, even tens of thousands of people pass me up on the offer. Why? Why would somebody pass up?
They're afraid. They're afraid it's too good to be true. They're afraid it won't work. They're afraid it won't work for them. They're afraid of success. They're afraid of what it will look like if it does work or doesn't work. That's you, that's me robbing ourselves of our potential. I was afraid to hire. I was afraid of what big expenses may do to my business, failing to see what great revenues it would bring to my business.
Fear, we're afraid to focus. We're afraid to make a decision. Why? Because we're afraid to lose out on another opportunity that we didn't decide upon. But I'm calling upon all of you who are listening today to face your fear. I'm asking you to believe. I'm asking you to believe in the possibility, to believe that your potential is bigger than your present reality.
What is it about an impossible offer to refuse that makes it so refusable? What are you afraid of? Whatever it is, I assure you it can be defeated, no matter how large your fear or how substantial your trepidation.
I promise you, your potential, what you're actually capable of doing when you believe, is vastly more substantial, more significant and importantly more real than the fear that's crippling your full ability. Today I call on everybody who's listening to this to face your fear.
I call on you to shake of your shackles of indecision and step into your calling of possibilities with courage and belief, because the day you decide, the day you focus, the day you plant your flag in the ground and say, "This is my place. I'm going to own my space until I decide not to," the day that you commit and refuse to be governed by the inconsequential whispers of a liar named fear and step into your potential from the confident place of belief, is the day you will begin to change your own life and the world.
Steve Larsen:
Everyone, go check out Facebook.com/joegiglietti. We're going to end it right there man.
Joe Giglietti:
My pleasure, nice being on the show. Go get it guys. Go change the world.
Steve Larsen:
That was fantastic, I don't want to say anything else and mess it up.
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