The Interview Style Webinar w/ Dan Kuschell | #028
The components of a traditional sales webinar can be re-framed and restructured in every which way but essentially, the process and structures are all the same. People buy emotionally and they justify logically. Business growth expert Dan Kuschell developed the non-traditional interview style webinar which combines those two things.
Dan explains that in an interview style webinar, essentially the host will be interviewing an expert and facilitating the questions, the movement and the momentum that leads to ultimately making a decision or the sale. Learn the six-part process of the interview style webinar and how you can leverage it for people to trust, respect, and buy from you.
The Interview Style Webinar with Dan Kuschell
We have our guest, Dan Kuschell. I’m going to give you his brief bio but I’m super excited because what we’re going to be learning now is something I’ve never even heard of before. I’m going to be going into this interview with tons of questions as I’m sure you are going to have. I’m going to do my best not to get all giddy and super excited like a fanboy, but we are going to be learning about something called The Interview Style Webinar.
For anyone who hasn’t had a whole lot of experience in the Webinar Space and the Digital Marketing Space, I’ve only got about four years of experience in digital marketing space, I’ve never heard of this. I’ve just heard of the traditional style sales webinars. Dan, who is a seasoned veteran in direct response marketing, a seasoned veteran in this industry and has helped tons and tons of business owners, coaches, entrepreneurs, you name it. He’s got a ton of experience. Dan, welcome to the show.
Joel, it’s a pleasure to be with you again. How are you?
I’m fantastic. Dan is a husband, a dad, an Angel investor and advisor and helps business owners and entrepreneurs have a bigger impact, reach and contribution. He’s built more than eleven companies since 1992. He’s coached over 5,329 business owners and entrepreneurs on growing their business. After selling two of his companies following a health scare, Dan spends his time working with fun projects as an advisor and strategic growth partner, leveraging his champion business technologies.
He has had clients like Joe Polish’s Genius Network and a lot more. Dan, that’s a heck of a resume. That’s a heck of an introduction and I know it only tells a small sliver of your full story. I’m excited to get into our interview now. I’m excited to have you share the knowledge of this thing that you call The Interview Style Webinar.
I’m looking forward to it, Joel.
You told me that you had been doing these teleseminars, these webinar-style, one-to-many sales presentations in different forms since 1994. I want to learn just like my audience wants to learn. Take me back to 1994 when you were first introduced. Before we get into the Interview Style, set the stage for where this all came about and give us some prep work as to what led to us getting into this situation.
It even starts before then. A short version Joel is I have been fascinated with direct response marketing since I can remember. My dad took me to my first seminar or it was a clinic and it was for sports when I was ten. I remember a page in this clinic I attended talked about attitude, PMA. In baseball, sports and life, success is 90% mental and the rest physical. I still remember that now.
Fast forward, my dad introduced me to some other things and my sister, when I was finishing up high school going into college, she got me a job in a direct mail company that works specifically with health books doing consulting. I got fascinated by the idea that you could take a message, put it on a piece of paper or put it on the radio or put it on TV and then put an 800 number in it then people would call and respond. Not just respond and say, “How are you? What’s up?” they would then give you money.
I became obsessed in many ways. Most people who know me know I’m fairly obsessive-compulsive anyway. I’ve got obsessed with learning the psychology and then when you combine psychology and technology, you can get incredible leverage, incredible breakthroughs, etc. when you take the time to learn how to master it. One of the platforms that I was introduced in the late ’80s was this idea that you could speak to one-to-many. It’s a huge leverage methodology. Put yourself in a position to speak to large groups of people at one time.
The second part of that is do the work one time and get paid over and over. Imagine what would happen for all of our businesses. We spent the time to focus on those two simple ideals. I got introduced to a way to do that back then, which was teleseminars. I started learning from people who are having success enrolling people through that methodology and studied what they did or didn’t do, getting the scripting, etc.
As I’ve gone through some parts of your course, you look at the science and the psychology. It’s my belief that let’s say theoretically that a webinar is obsolete in five years. Just like teleseminars had its day but the psychology of messaging and compelling versus repelling, pulling people in and then also setting the stage, I’ve deconstructed using this method with this Interview Style not just from me. I’ve been fortunate. It’s been seven figures to my businesses over the years for sure.
I’ve also analyzed people like Dean Graziosi, who’s been on TV for a couple of decades and the psychology applies. I’ve looked at your scripting and what you did, that psychology applies. Let’s say there’s some new platform that comes out in three years, I have no doubt that using your formula of psychology with technology, it will still work and that’s what we have. I’d love to share some of those insights with you and your community.
You nailed that right on the head. The more that I jumped into the sales world, not necessarily the marketing world but the sales world and how we guide the sales conversations and the structure is all the same. With webinars, we do a lot of teaching in the middle, which is great. I was listening to some sales training by Kevin Nations and it was the same process.
It’s like setting the intention and then figuring out why they’re here and it’s literally the same components, reframed to restructure it in a different presentation or a different medium. I’m very fascinated to learn what this Interview Style script is. In 1994, you brought us up to speed, so set the stage for the first time that you did one of these. What was the situation? How did you come up with the idea to do a teleseminar, an Interview Style teleseminar and how did it go?
What I do remember is I was forced into doing my first one. We were in a direct sales organization and one of the people, the coaches or mentors that I was working with, he’s like, “It’s your time. Go do it.” That forced me into doing the first one and because of my background, which I’m more of an introvert, I’m more reserved in many ways and it was very uncomfortable. It was clunky. I’m sure I skunked. I don’t remember what had happened. I think I did get an enrollment or two from that first one, whereas others were getting dozens if not more when they would do it, but it was clunky. It was uncomfortable. It was probably messy as truth to be told what that first one was.
What is it? What does the script look like? My audience is probably familiar with the standard, “We’re going to teach and then we’re going to make an offer,” but it doesn’t seem like there’s any teaching here or no structured content. Maybe I’m wrong. I’m just going off of an assumption when I hear interview webinar, I’m thinking just conversation in a very strategic way, but I’m thinking of conversation like what is it?
Let me give you an example. Fast forward to me doing a bunch of these on my own and messing it up a lot. What’s that old saying? Fail our way to success, if you will. People sometimes ask, “Dan, what’s one of your super powers?” It’s the ability to get through mistakes and you repeat them and make it happen. The first time I did this with a joint venture strategic partner was in 2005. Most of the time I had been doing it on my own. I had this crazy. What if I share this with someone else and teamed up with them. I’ll be the host. I’ll ask the questions because I know the script.
Then, they could just do what they do and know their content and do it in this way. I didn’t even have to explain it to them. I would as you said be the guide to them. I did this with a guy named Tellman. We did this and this was in 2005. It was a high-ticket program for like $2,495. We generated over six figures in sales in one night. It was about a 60 to 70-minute teleseminar call. I’ll get into the dynamics of that.
We had another client I worked with named Joshua. He had a program called the Impact System. We did this with Joshua. The same kind of thing. We just guided him through the process and we’ve not only did it once, but it worked so well the first time we did it a few more times and generated a couple of hundred thousand from it.
The place I want to start is the psychology of selling. You talked about your study Kevin. One of the things that we hear sometimes is you’re watching or listening, never thought, “I don’t want to be a salesman or marketing is bad or marketing is evil or whatever.” I debunked that belief for a second. I love Dan Sullivan’s definition of selling, which is just awesome. It’s getting someone intellectually engaged in a future result that’s good for them, so they emotionally commit to take action to achieve that result.
We’ve all heard that people buy emotionally and they justify logically. What I love about Dan’s is number one, it combines those two things. Getting someone intellectually engaged in a future result that’s good for them so they can emotionally commit to take action to achieve that result. The other part of that framework that I love is that’s good for them.
I see selling as simply being able to help somebody. I’ve heard many experts like Joe Polish who has done a lot of work would say that all selling is influence. Marketing is storytelling. Getting that out of the way, we get into how does it work? I am looking at the script that I did with Tellman in 2005. I crossed analyze this between yours, your webinar model and this and yours is far more ideal.
I highly recommend if you’re not familiar with Joel’s work, just go get access to it. I like to take pride in this because this is prehistoric. Here is the outline, the promise of our call. It’s the big promise. We go into show you how to X, so your big benefit with or without your X, Y and Z for people who want to X, Y and Z. Welcome. We would like to introduce you to the name of the expert, then the name of the big promise and by the way, make sure to stick around until the very end because we have some gifts for you. Then you state the value of those gifts, so make sure to stick around to the very end of our training. This is starting it off.
Then now that we’ve laid the big promise and we’ve put a hook to stick around to the very end, we go into a very short, condensed bio of that person. Let’s face it, why are people listening to this podcast? It’s not for us. It’s like what’s in it for them. You want to walk away with essentially the big promise is the interview script webinar. In my case it’s generated seven figures. I’ve deconstructed Dean Graziosi. He’s been on TV using this interview type style script and it’s generating, I don’t know exactly, but tens of millions of dollars for him.
What could it do for you? That’s what you care about. Question number one and then I’m going to pause for a second because maybe you’ve got some jumping off question. The name of the person. What steps can someone take to create and then the big promise. I’ve got bullets for him that we gave him. We give him a checklist of simple three to seven points that they can write down so they get some immediate value while you also integrate your background a little bit. Also building me-toos as you think of it. Good ways to do that, Joel, and you teach this and you’re a master at it which is things like imagine if you and that you’re speaking to one individual. What if you could and then you go into it.
For example, what If you could take this interview script generator, put it in place in your business and maybe because you’re doing one to many webinars is one way to work it but maybe you’d like to create some chemistry with someone who could interview you using this template. It would make it come across more like an expert interviewing you. It creates an extra layer of endorsement. I learned this on radio too. Having been on NBC and having my own show on NBC for many years, interviewing over 350 of the best experts. A lot of that came from this too. Anyway, that’s the first parts of the foundation of the Interview Style Webinars script.
Let’s say that the two of us are doing an Interview Style Webinar. Let’s imagine this. You’re going to be the expert and I’m going to be the one interviewing you. Fast forwarding to the end of the interview, whatever the product is that we’re selling, are we selling what your teaching or in terms of congruency with the expert versus the program, are we going to sell what you’re an expert in? Whatever your program is or what is the core thing that we’re selling?
You have one person who’s the host interviewing the expert and facilitates the questions. and preps the movement and the momentum that leads to ultimately making a decision or the sale or the enrollment in that sale. The way this is set up, the host will facilitate the close, but it’s up to the guest expert if you will, who is selling their particular product to get into the close and to feed on.
As a good host you can then add extra endorsements and make it real. Almost like an implied constant endorsement or set of testimony. We all know that testimonials are critical in our business model when you have this host experience. Think of it this way. If you’re a guest on Oprah Winfrey Show, you don’t need 42 testimonials in your message. You’ve got Oprah. She’s the power of 42. You go on Howard Stern’s Show, you don’t need 42 people in addition to Howard Stern. You’ve got an implied endorsement from Howard Stern. There’s a lot of power there.
In an environment like this, what I have found and discovered and why it can work counterintuitively and exponentially compared to a one-to-one model is this implied endorsement that goes on. It’s a paradigm that I learned back in the early ’90s, which is this idea, how many of us have ever heard that to get people to buy from us, they must like us and trust us, know, like and trust. I believe that to be a half-truth.
I believe that if you just follow the letter of that law, you’ll be misled and many times you’ll still struggle with your sales. I believe a strong part of it, but I think something’s left out, at least from my experience. That’s one other thing which is respect. I’ve bought from people that I didn’t completely know yet or completely like yet, but I did trust them to some degree but there is the one other piece which is respect.
This model, the Radio model, the Howard Stern model, the Oprah model is built on what I’m describing, which is trust and respect. What happens is between a host, like you in this case with me, you’re the host and between you and your audience you have trust. If you come and endorse me as the NASA scientist and I’m a doctor.
I play a doctor on TV and I’ve stayed at a Holiday Inn Express, there’s a respect factor that your audience is just going to have with me or any guests that you would interview. It takes the trust and the respect. When you can lift both of those in and environment, it accelerates sales. That’s a way to look at it but it is truly up to the host to facilitate and guide the process but the expert has to drive the message and then also the enrollment too.
I want to get into the flow now of the Interview Style Webinar because the typical webinars that I facilitate and that I teach there’s a lot of content that it’s the expert. There’s only one person that’s the expert who’s leading it, teaching it and making the offer. How much teaching is being done inside?
If I think about a talk show, whether it’s Ellen, whether it’s Oprah, I don’t know how much teaching they’re actually doing and educating. They are, but in a webinar style sometimes we get into, but we do have to teach. What’s the difference? How does it look in terms of your format?
My format does have teaching involved. There are other experts, Joel, and you know some of the ones I would refer to. Pair us side-by-side and they’ll outsell me all day long. They are better enrollers, better closers. I look for sustainability, reputation. I don’t want to be like a douchey closer. That’s what I love about your model is it’s genuine. There’s high value to it whether someone buys from you or not. They leave feeling, “This is awesome.” Most of the time it’s just, they’re not a right fit. It’s not a right fit ever, just now.
Whereas there are some people as you know, whether it’s speaking in front of the stage or doing a webinar or even doing phone type of enrollments or teleseminars, they make you, me and everybody feel uncomfortable around them. That’s just not my style. This does have a lot of value built into it. Based on time, then that’s the factor. We speak to that elephant in the room. Use that languaging in your webinars or teleseminars or in your community or any of your sales messaging.
Think of what is the thing that they’re probably skeptical about? What is the thing that they’re most hesitant about? Just call it out and go, “Let me just go ahead and stop for a second.” Let me speak to the elephant in the room. We only have about 40 minutes for this conversation, so there’s only so much that can go through.
Certainly, we can go much deeper and maybe we’ll make this available to you that you can modify it for your business too and make it available through, Joel. The first five steps are about the framing and setting the stage. There are interviews just to do interviews and get out value. Then, this is an interview specifically to make sales of higher-end type of programs or products or services.
Step six here, the way we set it up, most of the questions we have come in fit under one of a few main categories and then what you do is you identify three main categories that you have your biggest questions. Then you go in and say, “Regardless of the question, I think if we covered these things, we’d have an incredible win for our interview on our training.
Let’s get started.” You just covered part one. “Where can I” and then you name the first one. “How can I,” the second one, “How do I,” the third one. That’s the expert’s opportunity to get into some teaching. The host is ideally if they’re seasoned a little bit, they can help facilitate some good questions, jumping off points, extra insights or distinctions that also add value to a sales process as well. There’s science behind this. Does that help?
It makes total sense. It’s much more fluid because the way that we do our webinars and when you say, “How can I do X?” Then we talk about that first piece of content, “How can I do Y? and you teach the second piece, “How can I do Z?” That’s the third piece. When we give presentations, when it’s a solo host, we will say those and we’ll put it on a slide so we’re implanting that conversation in the mind of our audience. We’ll say, “We just introduced you to this system which is normally would be X for us.
As we transition to why which should be part of number two, we will have to introduce that concept into their mind to have that two-way conversation and know that we know what they’re talking about. I’ll say something like, “You’re probably thinking XYZ and that’s when I go into part number two. That makes total sense. I get it. If anyone’s going through the training, they’ll understand what you’re saying as well and it makes total sense.
By the way, the first five steps that I mentioned or the foundation, it’s the rapport building. I’ve discovered in any sales process that rapport is the number one factor in whether sales happen, or they don’t. That’s why that trust respect triangle, that framework is critically important to think of, trust and respect. How do I create maximum trust and maximum respect in what I do? Testimonials, social proof do that. That’s why I believe although others use the term just social proof, I believe it’s because of the elevated trust and respect that gets created from social proof and testimonials.
Joel, there are a lot of so-called webinar experts out there. What is it that makes you unique compared to anybody else?
I would piggyback on what you were saying is you know there is a difference between selling more and retaining your sales. When you make the sale, if it’s high pressure, you’re going to have a much higher refund rate or buyer’s remorse on the backend and that can cripple your business on just a couple of different levels, whether it’s your merchant account, whether it’s just your internal reputation and dealing with unwanted customers.
The people that you convince to buy, like you have to hard sell them, they’re instantly going to have that buyer remorse. They’re the ones who are going to need most handholding. It’s not necessarily how you get the most conversions, it’s more how do you retain your customer value as long as possible, increase that lifetime customer value without killing yourself at the same time. That’s the main difference.
I even put a couple of notes in here as well, the ideas of walking our talk and how do you do that? Credibility, “I’ve been able to do X, Y and Z and then flipping it back. My goal is to show you how to do the same thing I’ve been able to do and implement in your business.” Another key part is then a little bit of a takeaway, “I’m going to do X with what I do anyway. If you decide not to put this in place, it’s going to cost you more than if you do. I’d love to introduce you to all the best strategies we’ve got available.” That’s part two.
Step three is this framework, “I know we’re going to have a lot of questions here at the end because we’re going to do a live Q&A when we wrap up. We’ve got these special gifts that we mentioned as well. For those of you who are excited, Joel is conducting a live Q&A at the end of the training. The gifts that he’s going to be giving away could be worth thousands to you. You’re going to want to stick around.” In fact, now we lead to step four. Joel, I know something you teach in your programs and you just lead by this because this is the type of person that you are. It’s generosity and reciprocity, which is a strategy from Robert Cialdini in his book Influence.
You recommend that people utilize gifts or bonuses in their business. Why do you recommend all this stuff? That framework of generosity, contribution, gifting, bonuses is built-in to the script and why you do it. Then there’s a little bit of jumping off points for the expert if I were interviewing you for this and why you would do that. It’s also setting a little bit of a hook of what’s coming or for that particular product or service.
Then step five, another one of the principles I’ve come to learn is that you’ve got to begin with the end in mind, which is a Stephen Covey quote I’ve heard you refer. Most of what I’ve seen you build seems to follow that principle too. What would you say to that? This is where you start laying and bringing just a couple of tips and it’s more of the bigger overarching psychology and character of an individual overall. Then that leads to part five, which is the questions, the framework to be able to teach which we already covered a little bit. Anyway, that’s the first five of the seven steps.
I’m always skeptic about lots of new things and I wouldn’t say that I’m skeptic about this, but I’ll raise my thoughts and I’ll have you knock them down or respond to them. I like this because it’s more natural. It can be more conversational, which a lot of people who go through my webinar training, I tell them to script out everything and some of them they have a hard time reading from a script and rightfully so. I completely understand that because that’s an art of being able to practice your voice inflection and layering your tones and all that stuff.
I could totally see how this would make that easier for those types of people to have that conversation without reading from the script. Where I become a little bit hesitant is I could see this work for like a JV partnership where you know you’re doing this to somebody else’s audience or I’m doing it to your audience, you’re doing it to my audience, but those presentations always crush because there’s that layer of trust and respect that’s already built in. Does this work with cold traffic too? What are your thoughts on that? That’s always the big question, how does this work for cold traffic?
I’ve seen it work for cold traffic and at the end of the day I think it comes to the talent, the capabilities and the skill sets that we have, and we don’t have overall. One of the things I love about this process, Joel, is a couple of parts. Number one, for someone new to script out an entire process can be a little bit arduous. It can be a little bit intimidating. You have such great tools to guide people and facilitate through that process, so it makes it so much easier when Joe Polish refers doing Genius Network, more ELF, easy, lucrative and fun instead of HALF, which is hard, annoying, lame and frustrating.
You make it more ELF instead of HALF. This process also makes it more ELF, easy, lucrative and fun instead of HALF too. This could be a precursor to flush out some of the best insights overall as a version one. Using the architecture and record it. This is how I did it and how I learned to get better at it. My first bunches of these, I bet you, I’ve done 5,000 versions of teleseminars or webinars, at least. They’re probably more than that.
I would take them and then ultimately get them transcribed or back before there were transcription services. The affordability we have. I would sit there, critique it, listen to it, dissect it and then re-architect it. It gives you the ability to get better at your messaging and it becomes natural or more natural. That’s a way to be able to guide people.
You interview him utilizing this style, then record it, then transcribe it and then go, “Let’s add what would be the PowerPoint slides with the wording and scripting. Let’s make sure we focus on those critical pieces because you’re missing those and it can refine it and then what happens is you ultimately build in.” You’ve got two different ways to present the same idea. Imagine like in your model where you are good because I wouldn’t want to interfere with that at all. You have your people that do your webinar style but then as follow-up seven days after the initial, they do an interview with an expert that’s essentially just a repackaged webinar but in an Interview Style delivered in a different unique format.
What kind of impact would that have? We can lead a horse to water, we can’t make it drink and if we’re going to drill bit and we put a drill and it gets stuck, what do you do? You don’t keep pushing it in. In other words, we don’t keep running that webinar down their throat. You take a different approach, and this is also a very easy other way to get that information out.
Anyway, a few different ways to think about it. Can it work for cold traffic? It can. It is dependent on your capability, but it’s a great teaching tool to refine. I like this style personally because like you said, it’s very genuine. It’s authentic. I do love webinars certainly and this can also be a good one to test and see how people engage with what you have in the first place.
I’m going to relate this to writing a book. Anyone who’s tried to write a book, you look at any book publishing service, any book writing service out there and like their primary selling point is how much work and effort it takes to get the book written. You and I both have friends in book writing industry and the secret to what they do is they’re just interviewing the author. They’re helping them extract the ideas from their mind.
We have an interview script that we do for our private clients when we start to onboard them. We have a set of structured questions, but it still leaves a lot of interpretation. I can see why your Interview Style helps get the rough draft out as quickly as possible because you asked the question and then you rattle on for five or ten minutes, then edit it and revise it. I’ve gotten so many ideas just with that.
The light bulb finally clicked. It’s like this is why book writing services charge a lot it’s because they take that painful skill. That’s why we charge a lot because it takes people a long time to write a webinar. I can totally see how this could help shorten the process. That’s awesome.
As an example, I shared an example of Tellman and Joshua, so Randy Gage, who’s pretty well-known in different circles, speaking expert and all that stuff, there was an event he was doing back in 2005 and they were running an event and apparently there was some issue. They didn’t have as many people as they wanted at the event. My buddy Joshua, who I’d done this before already, he’s like, “Could you help us out? It’s about a month before the event we can use an extra bolt of upsells and people to attend to make It a better event.” I was like, “Of course.”
We ran this model to his traffic. I think I had a friend of mine who said, “I’ll run it and help you out, help them out. It sounds like it would be a perfect fit. It’s not competing with what we do.” We did this exact model I’m describing. We had Randy, his partner at the time, I think Ford and Joshua. I did it with three other people, which is awkward.
In this type of Interview Style, I use this almost exact type of scripting with the framing. I seem to recall it was a $5,000 event, Joel. We had twenty people attend the event if I recall. We had equally as many people buy the home study version at that time. It was a heavy six figure event for one-time Interview Style, teleseminar, webinar model that almost anybody can implement so that was primarily cold traffic.
The biggest thing that I’ve taken away from this is the Interview Style, I can totally see how it works. I need to come up with a way that helps people get that first draft out using an Interview Style technique to help them get their first draft done because that’s much different than just saying, “I want you to think about this and now write your ideas on paper.” Whereas if I presented a question to them, then they could respond and that would be their answer. Give me an example now of how do you transition into six parts? How do you transition into the close with the Interview Style?
We’ve gone through six parts and we’ve got to the education framework. I may have called that the education framework part five, but it’s six in the model, but part seven. Here’s the transition, this is amazing information. You’ve got to love what Joel has shared with you. We’re going to do a short commercial for you. As you heard up front, Joel, is putting together an incredible program to do X for you. Put more money in your pocket.
In addition, you’re also going to get over X thousands of dollars in gifts. He’s going to share with you in a moment too. You’re going to want to have a pen and paper handy to write this down and have your phone ready to reserve your spot. That’s the transition. Joel, you’ve created a program that’s main promises to show people how to double their income, double their time-off, create and develop the XYZ program which could be for one or many of their businesses.
I have to tell you is I look at the curriculum of what you’ve put together and the value that you’ve created, it’s amazing. I know there are other so-called mentors who are creating or working with programs like this. It doesn’t look like it compares at all of what you’re offering. They’re charging X dollars or more than you’re offering for something far less.
In fact, one of the people you do a lot of promotions for as a program where they’re charging X upfront and X per month. You’re offering it for so much less. Can you tell us about it? Here are a couple jumping off points, you start with the promise and this is going to probably be counterintuitive for most sales training and scripting I’ve seen. The promise is, “Yes, I’m so confident what I teach that I’m willing to make a no-risk guarantee.”
It’s that simple when you add that here versus waiting later in the presentation. If someone gets started with the program and you show them how they can get, X, Y and Z and if they don’t feel they’ve learned how to create an extra X, if they don’t think that I’ve given them access to the very best tools in the world for the lifetime of their business, I don’t want their money. It’s that simple.
In fact, I’m so confident that if by the X session of the program, if they haven’t felt they’ve learned how to increase by X, they can contact our office and we’ll issue a full refund. It’s that simple. Then, we go into what will someone learn by being part of the program. We start with a huge guarantee to eliminate that potential and what that really is. Then come into the benefit of the program. What will the outcome be? What will the benefits be? How do they get started?
Start with the guarantee.
After you frame up with what it is. As you make your big promise about the program, as you explain the name of it. Generally, what it will do, you do a little juxtaposition on the pricing compared to others that ideally, they’re familiar with. Name those. I want to get it right out of the clear, is that we’re so confident of what our team are going to give you a no risk guarantee as to make it a no brainer.
Let me tell you what that is and then let me tell you what the program really will do for you as well. By now, they’ve gotten a taste of what you can do for them in the interview with the how to. There’s been a lot of that psychology and again, trust, respect. We’d been elevating in this process the trust, respect throughout the interview and as they’re telling stories, they’re integrating some of the case studies or testimonials that they’ve had results with in their explanations as well.
Have you ever framed the offer in the beginning of your interview? Not necessarily going over the components but saying we’ve got an offer for you at the end or we have special discount for you at the end, or do you normally wait until part seven?
We do that in part four. It’s the other part where we say, “In fact, for all of you, I know it’s something you teach in your business is coming from contribution reciprocity or utilizing bonuses and gifts in your business.” This is the key, why do you do a free training like this? This would be your response as the expert, “In fact, I’m often asked, why would I do a free training like this? Our motive is simple.
We’re going to offer you so much value for free up front that when we talk about our upcoming program where people can ultimately work with us directly, double their income in half the time, there are large majority of you who are going to want to say, “Yes. I have to find a way to work with Joel,” and the beauty is, if someone doesn’t my other businesses are going to generate X anyway. I get to do what I love overall. We’ll go through that with you a little bit more detail in the end, but first we want to give you a glimpse or a glance at some of the strategies right here right now.” That’s in part four, which is usually within about the first eight minutes, the ten minutes of the interview.
I recently had another podcast in one of the earlier episodes with Tim Paige. Tim has done hundreds and hundreds of webinars for lead pages and a bunch of other software companies. He has a great story. Hopefully, you go in and listen to it because he was a vacuum salesperson, selling a $3,000 vacuum door-to-door.
He would walk in and if they let them in the door, he would say, “Listen, this is a $3,000 vacuum. I’m just going to put that out there right now. Chances are you’re probably not going to want to buy it, but I want you to know upfront this is the price because I don’t want to do any sleight of hand and knock you on your butt at the end when I go over all the features. I want to show you that this is a $3,000 vacuum and now let me show you why.”
He flips it on its head and he said he was the top salesperson. It was a $3,000 vacuum. Who’s going to buy a $3,000 vacuum especially cold door-to-door? He did it very well. We’re implementing that into some of our webinars where we will give the price. Give very quick details and say like, “Listen, that’s what it is. I want you guys to know. Let me prove to you why this is worth it. I want this free training to be worth five times more than the cost of the program at the end. I was just curious if you had done that in the Interview Style, but it looks like you do it.
We like to do it early on. There are different applications and contextual uses for it but it’s step four in this process, which is usually in the first roughly ten minutes of the interview. You get through a little bit of the rapport building and it’s before you get into the steps of education just to set the framework.
One last question before we wrap up because this has been a great interview and I know that my audience is going to love it. What about interaction? Have you ever done interaction with these, like interacting with the audience in terms of this Interview Style, teleseminars, Interview Style webinars, or is it just between the two?
In this environment, it’s been between the two and then Q&A at the end. The interacting comes into the end. Where does that happen? Step seven, essentially we’ll call that the close, the enrollment. I like the word enrollment. It’s just suits me better as a natural way to look at our sales process, enrollment versus closing somebody.
You do the enrollment, you go through the offer, you go through what it’s all about, what the price is, how to go ahead and get it. Then, it says here, “As we wrap up, we’re going to open it up for you as another bonus like we shared up front, a live Q&A session. I hope you’re ready. We’re going to open up. Who has a question?” We would typically get a lot of interaction this way. Of course, you see this in webinars.
A good practice is to ask the questions during the webinar. That’d be a good test as far as in this type of environment. The key is though, whenever you do a Q&A session, especially at the end of your webinar, or even if you’re doing a Q&A at a live event, is then remind them of how to get started. For example, in answering, it says, “Here is a little note for both parties. Follow up and ask and you see how the program can help you achieve your goals faster and easier. I imagine we’ll get it to work together in our program. Great. For all of you, let me just confirm how you can get started. You reserve your spot by calling 1-800-555-1212 and our staff will answer any questions for you to lock in your spot. Who’s got another question?”
Every two or three questions, you’re just reinforcing the call to action or maybe another nuance about that particular program, product or service as you go and you just keep it going up. Where this ultimately went to, Joel is we took this model, we put it on a recurring 24-hour a day, seven day a week message, number one. Then, what we did is we set it up once a week where we had a traffic methodology where we drive it to that one time every week. That was recurrent. That is very special time.
What would happen is at the end of it where this Q&A piece would kick in, I would jump on the back end of it where it would segue. “We’re going to open this up to Q&A,” and I would time it, so I would jump on, so the first whatever call it an hour just for simplicity would happen. Then, I would jump on in the last 30 minutes and answer any questions, so they would have already stayed on the entire thing before I would answer their question.
Then, what I would do as a hook is, “How many of you would like to have an automated technology working for you 24 hours a day, seven days a week? Truth be told, let me speak to an elephant in the room. How many of you have loved this up to this point?” Some of you probably been wondering if it was live or not. Truth be told, up until this moment, it wasn’t. How many of you like to put something like this that could be autopilot for you and then you can just interact with the people who wanted to work with you the most?
They’d go, “Yes.” “I do have to show you that in our program and here’s how.” That gave me another competitive advantage in the way we presented what we did. I see all kinds of applications in the future for this way of looking and doing it for client experience, client retention or client acquisition. The interactivity this way and not only with webinars but also things like AI coming down the pike and so on. I could go on about that.
It’s the ultimate leverage tool. It really is. You were leveraging back in 1994, which is amazing. The one to many parts. I don’t know if the automation was there at that point. Was it there or not the automation?
Some of my original mentors were using the 24/7 model without the interactive Q&A, as I recall probably in the late ’90s. I loved the idea of connecting the interaction with recurring. I did that in the early 2000s.
Dan, we talked about a ton. I’m giddy. I promised earlier on I wasn’t going to try and get giddy but I act giddy as soon as it finally clicked in my mind that we can use this interview framework to help people get the first draft written. That’s the single biggest objection that they’ve got is like, “How long is it going to take me to build this?” The last question I’ve gotten and it’s tying into this, how many questions are there in this setup in the Interview Style? Are we talking ten, fifteen, less?
It’s less than fifteen. It’s probably closer to twelve when it’s all said and done. There is a flow that you get into as the interviewer that you may go a little bit deeper. Great psychology that you teach, that I noticed in your framework is that you give them, “What is it? What does it do for you? What will it give you? What will it mean for you?”
A good Interviewer like you even if you’re hearing this for the very first time and you just want to have a good framework to think about constructing offers and constructing calls to action are outcomes when people think of it, what will that give them or what is it? What will it give them? You go a little bit deeper. What will it do for them? What will that mean for them?
Ultimately, you want to try to connect whatever outcomes you get to an emotional benefit. When you think of an emotional benefit and Joel, you’re a student know this, so I’m probably repeating a lot of stuff that you’ve already taught them. Things like Tony Robbins’ Six Emotional Needs, which are certainty, uncertainty, love connection, significance, growth and contribution.
Brendon Burchard has his own version of Emotional Need chart, Maslow’s Hierarchy, but if you can connect whatever it is you do ultimately with what it will do for them or what it will give them or what it will mean for them to an emotional tie of things like certainty and thriving, confidence and thriving, surviving. At the end of the day, our brain is wired to focus on survival instincts. We’re in a first world country, so you still want to speak to the survival instinct but then on top of that, it’s being able to thrive, which is where a lot of the other emotional connections come in.
This seven-step interview webinar frame. Do you want to call it the interview webinar framework or how do you coin it?
I haven’t coined it because I was doing my prep work before our thing and I was reviewing some of my old stuff. I’m thinking of it in terms of the interview. I don’t know, I haven’t decided yet, but if you’d like to get it, we’re going to have to come up with a way for people to get this thing.
Dan, why don’t we end here with where can they find you? Tell us a little bit more about where they can connect with you and follow your podcasts, all your radio shows, everything that you’ve got. Where can they find the great Dan Kuschell?
If you want to reach out to us, we have some educational resources available. If you’re looking for a way to connect the dots or see some of your blind spots as a small business owner or get unstuck. I have found, being an entrepreneur, building and growing eleven companies, there are some things that we deal with like burnout, overwhelmed complexity. I had a pretty big health scare roughly two weeks after my son was born where I ended up in a hospital, on a heart procedure. It really got me to shift some things.
My philosophy and psychology of the champion business technology is really about converging technology and psychology together to show business owners how to eliminate or reduce complexity, overwhelm and burnout, by incorporating these types of strategies, tools, and resources so you can build, grow and scale not just a successful business. Most people, offers, companies, masterminds, networking, places are focusing on how you grow in scale to the next level. That’s great and that’s a great place to start.
I’m asking a very different question, which is how do you build, grow and scale a healthy business? These two are very different. If you’d like to go deeper with some of the resources to be able to grow, scale and build a healthy business so you can have a bigger reach, a bigger impact, a greater contribution, then go check out some of our resources at ChampionBusinessBlueprint.com.
We’ve got a series of different webinars, in fact that we offer, that we rotate of some of the latest ideas and insights that we have going at that time. Everything from hiring to marketing to business growth you can find that there at Champion Business Blueprint. You can also check out our podcast. We’ve got over 100 hours of interviews of some of the top experts in the world from all kinds of crazy industries at GrowthToFreedom.com.
Please go reach out to Dan in any method that you can connect with him. Let them know that you’ve read this and you’ve got a ton of value. He is going to be cleaning his interview webinar framework eventually and he’ll be using it to grow his audience.
It’s phenomenal. I get so excited about it because I know how difficult it is for some people to create these sales presentations, to create these sales mechanisms and if somebody is asking you questions to pull it out of you and guidance, it will expedite the process in no time.
We’ve got to lead by example. People are thinking you didn’t really not have to call that. I didn’t. I’m like, “I don’t have a name for this” because before this interview that we did, I was just going through some of my old documents. This is the 2005 strategic partnership with Tellman that I did. What I’m going to do is if you’re excited to get your hands on this blueprint, this checklist, I’m going to revise it up just a little bit.
The blueprint we’ve essentially walked through to help you clarify your message and get certainty of being able to connect with your audience. Whether you’re the person interviewing somebody or whether you’re someone who wants to be interviewed to sell more or utilize it with Joel’s programs. There are experts like Dean Graziosi that there’s a lot of psychology that was backed out and I recognized this in there. I even see that in Joel’s program as well. Most of the things, if not all of the things are layered in here one way or another.
Dan, I had a blast and my audience, they’re going to love this. You’ve delivered a ton of value. I want to thank you for your time. Thank you for sharing your expertise. I always love connecting with you. I feel like we’ve got great rapport and I always love picking your brain on what you know and your experience in the direct response industry and just everything regarding business. Thank you very much from all of us over here. That’s going to do it for this episode. Until next time, thank you everyone and we’ll see you on the next episode of Sold with Webinars. Take care.
Thanks so much for being here. We hope you enjoyed our episode and we look forward to giving you the next one. You can also follow and watch the behind scenes look at how I’m personal launching a brand new six and seven-figure product from scratch at SoldWithWebinars.com/TV. If you’d like to come hang out with other fellow experts, join our Facebook group at SoldWithWebinars.com/Experts. Join us next time and I’ll see you there.
About Dan Kuschell
Dan Kuschell is a Dad, Thought Leader, Humanitarian, Angel Investor, and Business Growth Specialist. Dan started his first company at 22 years old, has owned multiple companies, and has over 22 years of experience helping business grow exponentially.
Dan is the founder of Growth to Freedom™, ProsperityBasedLiving.com, creator of Millonaires Mindset®, bestselling author of Bootstrap Business as well as A Champion in the Making: Awaken the Champion Within Your life, Business, and Relationships and more.
In 2007, 2 weeks after his son was born, Dan woke up with sharp pains in his chest, drove furiously to the hospital, and after rigosous testing, tubes, and scans, ended up on a operating table told by the Doctor that he had a 1 in 500 chance of dying going through with the procedure.
Dan calls this the “false alarm” that transformed his life and since that time he has dedicated his time and energy working on worthwhile, fun projects, living on his terms – as he spends his time with industry leaders, entrepreneurs, parents, and organizations that are making a positive impact.