Itay Paz - Rabbi Issamar - Revenue Seminar - Exclusive Speech

okay [Music] dep [Applause] if I told me that when I speak here today I should make sure not to sell anything but if I was selling something what are the top three reasons that you wouldn't buy from me anybody why wouldn't you buy from me don't know that's a that's a problem you don't know that's one problem so I'll tell you my name is ymer Ginsburg and I am a business strategist I'm a marketing consultant and as you'll see over the next couple of minutes I have a little bit of information that will help you in your business even though one of the previous speakers said you have to pick a specific audience I'm going to say that everybody here is my target audience now so that's the reason number one so now you at least know what I do the next reason there is is why you might not hire me is let's say image I don't look the part I look like somebody doesn't belong here on stage very good that's another good reason another reason to okay right essentially you don't know who I am you don't know what I do you don't know how much I charge I might you don't know anything as far as I'm concerned um but you your business also has three main reasons why people are not buying from you I don't know the reasons for your business because each of your businesses is different and there's different reasons for your business but there are three main reasons why people are not buying from you now you might want to write down the reasons if you know what they are if you don't know what they are you might want to ask some of your clients or potential clients I know you didn't end up buying from me but why didn't you end up buying from me I'm doing some research and they'll help you find out what they are now um I want to open this thing to my website but I don't see a web browser here on the thing so we'll just do this whatever those reasons are there's ways to get over those reasons what that means is like this does anyone does everyone here know what an infomercial is if you know what an infomercial is raise your hand an infomercial if you don't know what an infomercial is raise your hand and if no matter what I say you're not going to raise your your hand raise your hand okay an infomercial is let's say on television you see this advertisement which seems to say some wonderful wonderful things about this product trying to get you to call the number and buy right now because if you buy right now you get an extra bonus and it's only if you the next 30 minutes and you can pay in five payments on your credit card and they essentially make it a no-brainer why you have to buy this right now let's say it's a weight loss product and it's this amazing thing that in only 3 weeks you can lose 20 kilo and as you're looking at it you're thinking you know wow this is really amazing maybe I should buy this but your head is telling you no no no don't buy it and your your brain is giving you reasons why not to buy it so for example if it's this a piece of weight loss equipment you might say it looks amazing I'm sure it works I mean I see on television it really works but the reason why I camp P it is because it's so big in my house in my apartment I don't have where to keep such a thing and suddenly the person on the television says wait when you finished using it you can fold it it fits into a small box order now and what they've done is they've answered the objection in your head which was telling you why you should not be buying this the reason why not and by overcoming that objection they actually gotten you to buy it now in your business you should be having testimonials testimonials are people that have bought from you that have used your product or service and they are tell telling the people that are visiting your website or the people looking at the marketing material or on LinkedIn why you are the best thing since sliced bread and why they should buy from you when when you say something if I'm if I'm trying to if I'm speaking to you in a business meeting for example then even though you're interest understand what I have to say you understand that there supposed to be some something supposed to happen here I'm supposed to eventually get your money and give you something instead right so therefore your guard is up meaning whenever you hear something something that you're worried might be a sales pitch in your brain you're saying well you know it's true that it sounds good but maybe not maybe it's not so good same thing when you go into a store and you get recommended whether it's a certain piece of clothing or a certain dish in the restaurant you're always wondering is that why why are they telling me to buy this what's the real reason maybe they're telling me to buy this dish because for the restaurant they make the most money on this dish not because it's really the best dish that they have so what a testimonial does is a testimonial allows you to say something to the body without it coming from you since the person who's giving the testimonial doesn't make any money or lose any money if you and I do business so therefore when you read that testimonial you're not looking at it as skeptically as you are when I tell you something everybody understand that good so therefore testimonials are very important because if I tell you something I'm saying it you take it with a grain of salt if somebody else says it you take it much more um as truth as you can see here this is my website um who gives the testimon hang on a second get there now if you just look at my website on the right side here I have a testimonial from a gentleman whose name is gu Carlo masaro it's a video testimonial I'm not I only have 20 minutes so I don't want you to kill me I can't go in too deep but essentially if you look how the testimonials are structured first you have a video then you have a couple of written testimonials and then you have again another video and another video now different kinds of testimonials talk to different people I'm not getting into that I'm just saying as an aside that if you look you'll see that the reason why first is a video testimonial is because video is more interactive the more you scroll down the page the less the less likely you are to watch a video the beginning of the page you SL interacting more once you go down not so much that's the reason why this structure like this but essentially masaro has a couple of problems in his testimonial um I'll just pra I'll pra testimon for a minute I'm not going to play the whole thing hi my name is John Carlo masaro and I'm the founder of any lucky day.com an interactive advertising platform that allows any business to promote their products and services now I've been mentioned on CNN MSN Career Builder and many others and I met ASMR Ginsburg when he purchased a day to be featured on any lucky day we've kept in touch ever since now I approached esmr for a consultation and he was a I won't go further so now you can see it on my website if you'd like the prop problem with this testimonials he looks very young so no matter how successful he is when you're looking to do business with somebody or someone's looking to do business with you one of the things they want to see is they want to see themselves mirrored in you so if for example you have a website selling something to college students it's a good idea to have the testimonials to be from college students if you have testimonials from a bunch of 65y old men and you're trying to sell to 18-year-old teenagers it's not a good idea now that's something I can't do anything about because that's his age and there's nothing I could do about that the reason why video testimonial is better than the written testimonials is because when you read this you're not sure is this real isn't it real when you see someone every person feels that when they're talking to somebody else they can see if the person's lying or not it's like a gut feeling is this a play is this real you can sort of get the feeling in written words you can't that's as far as his testimonial now in his testimonial he actually mentions that he was he actually gives himself a plug he's starting the testimonial by saying this is my website this is what I do whenever you give a testimonial to somebody else is by the way always use it as an opportunity to plug your own business so if you give it to testimonial video testimonal to revenue seminar you say hello my name is so and so and I do this and this so then goes out and uses that testimonial so people see how good the revenue seminar is you've actually gotten a free ride along for your business because now people are introduced to you and what you do now the next testimonial is from a woman named Becky Blandon she spoke at Ted does anybody here know what Ted is does anybody not know what T is is there anyone here that's not going to raise their hand no matter what I say okay now anyway so since you probably none of you ever heard of Rey blon I mean she she spoke a t anybody ever heard of her she was homeless and she um has very successful Her speech at T was about homelessness and you never heard of her but ultimately the fact that she was mentioned the Ted I was never on Ted yet but the fact that she was mentioned the Ted and she's giving me a testimonial means that the credibility of Ted is now passing through her to me because even if you've never heard of me and you've never heard of her you probably have heard of Ted same is true with the next one that world anyone have a Macintosh no MacIntosh and then anyone he The Apprentice tevision show The Apprentice the mic is not working the mic is not working testing oh okay hello no mic okay bottom one is that through testimonials you can accomplish a lot of what you could not accomplish on your own because what you are doing through the testimonials is getting someone to say it without you sounding like bragging or anything like that therefore as I mentioned before there's three reasons why your clients don't buy from you and you have to answer those reasons but here's the trick actually a technique I wouldn't call it a trick that doesn't sound so good the technique is to answer the questions that people have going through their minds through the testimonials so if you're looking and you're saying well can this guy really help me he looks like a rabbi belongs in at the cotel what's he doing here speaking then at the same if you see someone who you do relate to who does look like for example before essentially gave me a testimonial before I got up to speak so when there's someone that you can relate to and he's endorsing he's saying that this guy is a good guy you transferred over essentially his credibility over to me now so what you want to do is you want to get take your testimonials hopefully anybody here already have testimonials from clients anybody not have I'm not going to pull the same joke as before and ask again okay now if you have testimonials good if you don't have testimonials it's the most important thing to get the easiest way to get them because of LinkedIn everybody here on LinkedIn anybody not on LinkedIn um LinkedIn makes it very easy to get testimonials because you can just click on recommendations ask someone to recommend you and it makes it very easy for to get them to give testimonials it's also very valuable because once somebody gives you a testimonial or once you give somebody a testimonial somebody who's reading the testimonial can click on your name and find out more about you so every time you give someone a testimonial you have another chance of finding someone to find you so essentially if you all go today and give it a testimonial for a great event then anyone who's looking at's profile unlinked in in the future now can see you if they like what you do or you look interesting to them or your testimonial looks powerful and you're mentioning yourself and what you do in your testimonial they can pass over to you and see what you all have to offer so if you have testimonials and they just say Michael's a great guy it's not a good testimonial why because it doesn't say anything about what they do what you did for them it doesn't say anything about what what actually happened here so while it's great to get such testimonial it's not such a it's not such a good testimonial to use because the person who's reading them doesn't is not so happy to hear you're a great guy that's not what they want to know they want to know what you can actually do for them now whenever someone has um every person has objections as I mentioned to buying from you when you overcome the objections there's always going to be that one final objection that you want to overcome okay I have a friend who went to the Mim anybody ever been to the MIM anybody think going to the MIM is fun not a single hand well look at that okay he went to the MIM and he wanted to get he wanted to renew his Visa so they looked through his paperwork they said no no no you're missing something you got to come back and make another appointment and a month from now you can't not going to work comes back a month later says all paperwork they said no no no you're missing a different piece of paper maybe last time the lady who took care of you didn't notice you have to come back again he came back the third time he took his marriage license put it in his pocket came gave his paperwork says listen it's my third time here this time I brought everything to looks through all the paperwork looks through looks through says you know what you have everything you're just missing your marriage license he says wait a second I have everything else besides the marriage license she says yeah but you have to come back make another appointment you don't have your marriage license he say but do I have everything else besides the marriage license he says yeah he says good and he pulls out the marriage license now there's no more reason that they can't give him his passport they can't give him his Visa the point of that is is that people are always looking for why they people want to feel like they're reasonable people are not reasonable by the way people want to feel like they're reasonable and the way to feel reasonable is When someone tells you something you start thinking to yourself what is the reason I don't want to do this so if what you do is you leave that you figure out what the three main objections are cuz the three main objections are what takes care of 90 something per in all probability of your customers you overcome two of them in the very beginning and one you come over near the end once you've overcome those three objections then there's nothing between them and the sale all right any questions how do you know what business are you in two bus no no pick one by the way I don't know if everyone's Jewish or not but every Jews in two businesses no Pi one I have sales what do you sell got are you the cheapest not the cheapest but assuming you're not the cheapest one of the three are price another thing might be how do I know that this site when I put in my credit card number I'm really going to get the stuff maybe it's a scam site I don't know everyone's business and exactly what they are I mean obviously when I sit down with a customer I can figure that out but just on the top of my head it's probably price quality who said the stuff is good so for example my three prongs are the following I've never been to college I have no degrees but I've spoken colleges have spoken at seminars that takes care of that I have no degrees I look funny but I have testimonials I not just by the way I have 10 almost 200 testimonials but if you go to my website you'll see four on this page you'll see on a testimonial page probably another 10 or 20 and then if you go to my LinkedIn profile you'll see another 50 or 60 why don't you see all of them because any testimonial that does not accomplish what I want to accomplish with the testimonial I'm very happy to get it but I'm not going to go out there and use it because it'll it won't help me get new business so just here are some of the testimonials I have now just for example the testimonial from it is much more valuable somewhere else than here why because let's imagine I was selling something now which I'm not if I was selling something now then it's fear to assume that it would be making some of the money that I would be making from what I'm selling okay everybody follow what I just said good so therefore in this particular instance his testimonial wouldn't be as valuable because he's not a third party who's objective who's saying I once used Rabbi isar and I was happy with the advice he gave me because that kind of testimonial when it's coming from somebody who cares about what happens is not such a powerful testimonial everybody got that good any more questions nobody going once say one one more thing on my website um one second here we go right see now I have two testimonials from it I have one on my website and I have one on video okay that's it [Applause]