#50 Sell More in a Day than you sell in a Year with Dave Dee

Dave Dee talks to Graham and Kevin about sales presentations and webinars and reveals some of the secrets of Psychic Selling. When Dave Dee was 8 years old he wanted to be a magician. It was his passion. After university, he took the plunge and was getting 3 not particularly high paying shows per month. They were small shows. He was deep in debt. He had to decide about his career. He went to a motivational rally in Atlanta. Zig Zigler was one of the speakers and Norman Schwarzkopf was the keynote. He got fired up. Dave mentioned the late Jim Rohn’s quote “motivation alone is not enough. If you have an idiot and you motivate him, now you have a motivated idiot.” The last guy to speak at the rally was Dan Kennedy. Dave had never heard of Dan. Dan spoke of direct response marketing. Dave realised what Dan was selling – Magnetic Marketing - was the thing that would transform his magician’s business. Except, Dave got up and left without buying it, because it was $279. When Dave got home he knew he’d made a mistake. He had no way of contacting Dan – it was pre-internet! His wife said as they were $80k in debt, what was another $279! Dan Kennedy followed up the conference with a physical letter. A follow up. Most entrepreneurs would have concluded they had just given their best pitch, the prospect(s) saw the best stuff, they didn’t buy, therefore they’re not going to buy. But, the fortune is in the follow up! Dan’s letter was red over and over. It followed him around the house! Contrast this with nowadays sending an email. Would it have even been opened? With spam traps, the chances are the follow up via that method would have been useless. The letter had a clear offer. Stamped on the order form was if you order by the DEADLINE, you can still get the same deal. After picking up the phone to call the customer services line, Dan’s wife Carla, Dave asked whether it would work for magicians. Carla said “I’ve no idea”, which sort of did it for Dave, he purchased Magnetic Marketing. It arrived on a Friday, and he proceeded to lock himself in a spare bedroom over the weekend and red the materials cover to cover. On Monday, he started to implement everything he could possibly do. Most of it didn’t work. But some of it did. He went from 3 shows a month to 20 shows a month in less than 90 days. In the 4th month he did 57 shows. By the end of the year he paid off his debt, he’d bought a new house, a new car, his wife quit her 2 jobs and became a stay-at-home mother. Everything changed for Dave. It was MASSIVE implementation. It wasn’t sequential implementation, do this then try that. He just did it all. Dave wasn’t a copywriter, he just did it. He wasn’t afraid to fail. The lesson is things can change fast. It is more important to be a master marketer than simply trying to get better at your deliverable – like being a magician, doing magic tricks. Dave became successful as an entertainer. He then became a trainer of other entertainers. Then other business owners noticed his work and he offered consultancy and a number of done-for-you solutions. Dan Kennedy and his partner Bill Glazer sold GKIC to a private equity investor. Dan recommended they hire someone who knew how to do what GKIC was all about. So, Dave joined GKIC and for four years worked for them until recently. He has left to pursue his own entrepreneurial ambitions, but still retains GKIC as a client doing coaching programmes Dave Dee’s new business makes an OUTRAGEOUS claim! I can help you sell more of your products and services in a day, than you now do all the year! That is called a USP or a unique selling proposition. Everyone needs one of those for their business. Short, powerful, a little outrageous and you’ve got to live up to it too! If Dave said “I can help you sell more of your products and services in a day, than you now do all the year!” to you your natural response would be “How do you do that?”