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all right good morning everybody and welcome to total sales Mastery my name is James Campbell with Integrity Marketing Solutions I'm the chief growth officer and sales coach here at IMs I'm really excited about today's session and today's training um I was really encouraged and really kind of taken a by how many people have registered for this training and it really shows that there's a lot of need and a lot of maybe misunderstanding when it comes to sales I think that that's a this is a an area of the business and of the practice that can make a huge difference in the success of your Law Firm let's go ahead and jump into today's training which is titled how great law firms close more leads at premium fees without any push back and yes even internet leads let's just make sure everybody here is in the right place so who is this train training for this training is for attorneys obviously um and for those that have maybe what's traditionally known as a transactional practice um really our our Focus my focus in this training is for areas like estate planning elder law business planning and for these attorneys that want to see more revenue from their lead flow in other words they want to close more business at higher fees and they want to do so at a consistent Pace um and they want to do this by providing value so we're going to tou on today is how do we provide that value how do we discover value and how do we serve clients to their best possible solution without high pressure sales this is what I I know that attorneys don't want to do the high pressure sales that's not what you're there for you want to actually help people and so this sales process is going to help you do exactly that you want to stop wasting time with people who just aren't a good fit for your practice as well so it's a matter of being able to decide who those best clients are and how do we work with them how do we discover that value and have a a proven process to go through each and every time so we're going to jump into that in there a little bit deeper okay so any of these scenarios uh sound like you or any of these things come up in your Law Firm do initial meetings last really just too long hours or longer and at the end of these hourlong consultations do you get the objection of I need to think it over or do people get sticker shock or have to talk to somebody else get a second opinion your prospect says that maybe the price is more than they expected even when you know it's significantly less than what you should be charging or maybe you know you should be charging more but you're not sure how or you're afraid that if you do charge more that you'll lose too many prospects and essentially shut down your referral stream a lot of people I've talked to to attorneys in these situations where they have a stack of prospects that never actually made a final decision and they're unclear maybe you're unclear on how to follow up with them or to get them to move and this is another big one maybe you're concerned that your staff people that are answering the phones maybe your associate attorneys um is missing opportunities with potential new clients and you're just not sure how to help them improve these things make a big change a big difference a big impact on your bottom line on your revenue and your profitability so this I'm going to talk about the old way of sales how people traditionally do things and and what most more than likely most of the people on this webinar how they approach sales as well and that's to give up you know hours of your time to educate your prospects on Estate Planning and then produce and present multiple options at various prices points and talk through what those options are and really try to divide develop that cons consultative sales maybe you've heard the term educate to motivate this is really what we would call the traditional or old way of doing sales and in this old way a lot of times we agree that boy this a state planning decision it is a big decision and most people do need time to think about it to think it over to consult their family to call their brother or their cousin and ask these questions right right before they can actually make a decision and then when they do that they you leave the meeting they leave the meeting and you feel insulted you feel worn out angry because you gave them hours of your time you laid out a perfect plan and all they focused on was the price when these things happen we start believing that all the leads are just price sensitive Tire kickers who just want free information and we pigeon hole these prospects and start believing that about the market the let me ask the question does any of this make sense why would we follow this old model when it's so clanky it's so clunky it just doesn't roll and move in a process in a system that you've basically built your practice on is developing systems to develop plans to work with clients to move people through the the the the pipeline of getting their work done how does this make sense to follow this old method why and why do some attorneys still persist in it I think that attorneys persist in the sales in the sales method even when all the evidence proves that it's outdated and not working um for a number of reasons but what it really leads to is they get burned out and they get frustrated and when this is the energy that's brought to your sales meetings there's no wonder that the process is uncomfortable for both the attorney and for the prospect so it's very difficult to make this old system work and to build real relationships with people because the conversation's all about a product so I want to introduce you total sales Mastery and the trust selling system and we're going to talk about these six shifts that you really need to make to start closing more business at premium fees to be able to start selling these trust-based plans at a premium fee and to do so consistently and at a high rate okay now if you're seeing yourself as some of these scenarios that we've talked about odds are you've built some reasons around why it's happening and you believe these reasons to be true and so and so because of that you act in ways to support these reasons I call this the self-fulfilling prophecy so for example you might believe that people in your Market simply will not pay $5,000 for a full estate plan so to act in ance with that belief you charge 2,000 you might believe that referral sources expect you to charge X and so if you you want to keep getting referrals you have to continue to charge X does this sound familiar guys the old adage applies the first person you have to sell is yourself so the first shift is to understand where clients find Value okay this is the big one in the traditional model the old model the old way we sell features and benefits the conversation is product based and it's rooted in education I'm going to educate you about this product and then try to sell you this product and because of that it's transactional by nature and in the end it all comes down to price that's the traditional model and just to kind of clarify this for you as to why this happens okay if if a prospect is trying to solve a problem they think that a trust will do it okay you've convinced them that a living trust is the thing and during your conversation you've talked about your features and your benefits the feature that maybe you have years of experience and that you can be trusted to do a good job that's the benefit maybe you offer trusts you're trying to sell them a trust and the benefit of that boy that avoids probate maybe you offer a comprehensive plan just you you you you you stack all these things together you bundle these things together for cost savings to cover all the bases whatever it is if these are your features and yours benefits that you're talking about look at what your competitors are saying look at their features and their benefits they're saying the exact same thing so how are people supposed to make a choice all things being equal equal you sell a trust they sell a trust you can buy a trust on when it comes down to buying a a a commodity to buying a a stack of paper essentially what how do people make their choice well it has to be price that's why the whole thing is price driven now the trust selling system is different it seeks to solve problems it seeks relationship and trust it's value driven the whole process is is centered around discovering and building value within that conversation to make a high ticket offer which is the solution to those problems so the trust selling system solves problems and S Solutions again it's no coincidence that it's called the trust selling system yes it's a great acronym for the steps along the way in the selling system uh our true intentions to build rapport to uncover and then to size up and have our standards and then offer our true solution but it is also about selling living trusts okay this is what this whole system is developed for is to help estate planning attorneys connect with their clients quickly build value tremendous value quickly and make an offer that meets that value that delivers and that's what holds the high ticket so the value is the difference between how bad things can be if your prospect does not fix the problem and how great things can be when the problem is fixed and you build this through the questions that you ask not the education that you provide let me repeat that for you guys you build this through the the quality of the questions that you ask and not through the education that you provide very important point to remember here okay that you do not determine the value you discover it if you're going to take one thing away from this first shift is that that you don't determine the value you discover it and here's why it really sucks if you don't uncover value and build value throughout your conversations and have that be the intention and the main stay focus of your sales call is uncovering that value if you don't do that here's what will happen you'll continue to undercharge for your services you'll be in constant price comparison to other firms and if you stay in that lowcost comparison you'll establish a damaged ego and a lowcost reputation that's one thing we don't want especially in estate planning when what you provide is both complex and expensive it also leads to indecisive prospects prospects who need to think it over why do prospects need to think it over because you've put all the all the focus all the attention all of the importance on developing education so if they miss something if they forget something if they dazed off for a second and didn't pay attention to what you were saying they're going to feel like they missed the boat and are unable to make a decision I hope that connects for you guys very important at the end of the day you'll always be afraid to charge appropriately for your services okay now the second shift it deals with what's between the ears it's changing your mindset and your intention around sales in high ticket sales in this trust selling process where we're selling living trusts okay and not just your basic docks here your basic Wills your intention is not to educate your prospect it's not even to sell a trust even though you will your intention is to serve the person across from you your number one priority in high ticket sales and in this trust selling process is to help your prospect understand the truth of what their problem is really costing them and uncover the importance of their desired outcome once we start building this up my friends about how bad things can be if they don't solve it and how good things can be if they do this is where we have the value that comes through the questions that you ask let's continue your prospects guys when they're coming in they do not need to be informed you need to be informed and you become informed by asking questions and getting to the truth so your intention and the quality of your questions will build Authority they'll build trust and that's what's going to determine the outcome of the sale now I want to tell just a real quick example here about Authority I want to give a a short story here so we can talk about how Authority is built and how it becomes instant Authority once people understand that you know their problem that's how you gain instant Authority and I had this Photograph on here of a man uh coming out of the doctor's office you can see holding his charts okay and a homeless man talking to him let me just tell you this scenario we're going to walk through it real quick imagine a man he has some debilitating disease and it it causes some sort of tingling sensation and Paralysis on the left side of his body he's not really sure what the issue is he goes to his family care physician family care physician says run some tests takes a look at him never seen anything like this before doesn't what it is and recommends he goes and sees a specialist well he goes and sees the specialist and the specialist runs some tests and they he looks in his throat and he asks him all these questions and he takes his heart rate does a full body scan and decides that this is too much for him he can't figure out what's going on and He suggests that this man actually fly to Europe to a clinic where they specialize in neurological disorders he thought it was something with the brain and so the man is distraught he's missed work and now he's got to fly to Europe to go see a specialist as he's walking out of the doctor's office he has one of these episodes where his left arm just trenches up goes numb and he almost falls to the ground and this homeless guy you can see picture here he stands up and walks over to the man and asks a question and says buddy are you okay and a they Tak in the back of this homeless man coming out of the parking garage of the hospital the doctor's office you know says uh I'm okay I just I had this episode and the homeless man said I saw what happened it looked like you had the a sensation go down your left arm that make your your your fingers feel tingly and the man says well yeah they did feel tingly he goes did it kind of run down your leg but not past your knee where you felt like a sharp pain but it was also cold but didn't go past your knee when that pain went down the man was like oh my God gosh is exactly what happened he goes and did the left side of your tongue go numb when that happened the man says I didn't even tell the doctors about that but yes the left side of my tongue does go numb and the homeless man says it's an iron deficiency same thing happened to my brother just go to Walgreens get some iron you'll be just fine what's that man going to do he's faced all of these authoritative figures who have been doctors special and run all these tests and use all this fancy equipment is he going to believe the homeless man or is he gonna say ah that guy has no credentials what does he know I'm just going to fly to Europe I'll guarantee you he goes to Walgreens and buys some iron why the homeless man gained instant Authority because he understood exactly what was going on with the man the same thing happen happens when it comes to your sales process my friends the same thing you don't have to go into deep education you don't have to talk about your credentials or show them all of the awards that you've won on your back wall I'm not saying that stuff's not important it is obviously but you don't have to rely on that to gain Authority you gain instant Authority they know that you know as soon as you can prove and show that you understand their problem and exactly what they're going through I hope that makes sense and guys by the way if you have questions about this sales process or about your specific scenarios uh go ahead and add them to the chat and I'll get to those when we get to the end of the of the training just wanted to make sure I made that note for everybody so just remember you can build instant Authority through the quality of the questions you ask guys a poor mindset and the wrong intention about about how you're going to serve your prospect about getting to the truth if you're going in trying to sell a trust if you're going in thinking you have to educate this Pro this person on every aspect of probate and trusts revocable versus irrevocable Wills versus trust if you think you have to do that what that's going to lead to is self-doubt burnout and limiting beliefs about your your Market a proper mindset leads to winning every call now how can you win every call if you honestly serve your prospect to the truth and you truthfully advocate for them again for them and not for your product if you only make an offer if you're 100% confident that you can help you are going to win every call even if they don't move forward you'll know that you got to the exact spot that you brought them to the point where they understood exactly what was at stake and you offered them a solution to help solve their problem and achieve their their goals and you did that with confidence and you did that truthfully you can walk away from every call knowing you did your level best and I promise you you will win way more calls let's continue on to the third shift and that is to set and control the frame of the conversation now what do we mean by the frame of the conversation well let's spell it out a little bit most attorneys hold the student Professor frame when it comes to their sales opportunities and their sales process the frame is that the the attorney is the professor and the prospect is the student and this is articulated through your marketing through your brand and obviously through the conversations you have around your products or your services as you provide education about those products and services in in estate planning for example you talk a lot about wills and trusts and the difference between those documents and what they can do and what they don't do you talk about the different tax rules and different options that people might have and all the different planning strategies and you rely on your experience and your education for building that Authority as the professor okay in high ticket sales we take the doctor patient frame you demonstrate your Authority through the questions you ask versus the information you provide your sales structure revolves around the problems you solve not the services or documents you create prospects need to understand that you want the best for them but that they need you way more than you need them okay this is the patient doctor frame there's a lot more stake for the pro for the patient than there is for the doctor okay so the third shift of setting and controlling the frame is to recognize that this is your house and everybody's got to play by the house rules which means you've got to set some house rules this means you have to set the frame of the call or the meeting using what's called an upfront contract and an upfront contract is very simple all it is is stating exactly what you're going to do what's expected of your prospect and whether or not they can agree to those terms okay here's how it might sound here's an example of how it might sound here's how I I kind of coach my my students and my my clients into making their offer into starting off their sales process it might sound something like this hi Daniel and Diane thank you for being on time for our meeting today you know here's how we're going to get the most value out of this meeting for you first I got to ask you some questions I really want to find out what you truly hope to accomplish and what could happen if you don't accomplish it and to do this I need you to be open and honest with your answers okay and at the end if I can help I'll talk to you about how we can do that and what it would cost and how we'd make it happen can we agree to this process and they'll say yes and now you have established the frame of the conversation here's what I'm going to do I'm G to ask you some questions I'm going to find out where it hurts then I'm going to diagnose those issues as the professional as the doctor I'm going to diagnose what the problems are then I'm also going to prescribe the medicine the remedy to solve those problems and get you on the other side of this we need to lay that out in the beginning of the conversation to set the frame to let them know we're in control we're going to be the ones asking questions there will be a point where you get to ask questions but right now just to understand the general frame of the conversation is that I ask the questions you give me the answers that's how you are going to get the best possible result that's the frame we have to set oops wrong button again and moving forward okay and here's why it really sucks if you don't control the frame guys your meetings will last forever forever not only that but you give away thousands and thousands of dollars worth of unpaid Consulting nobody likes to give away unpaid Consulting the other thing is that prospects are confused and they need to think it over or they take multiple meetings to make a purchasing decision they have to learn they have to research they have to ask a ton of questions before they can decide on what you already know is the perfect thing for them to do okay let's continue on do the fourth shift and that's overcoming the fear of charging premium fees now this may not apply to everybody I talk to folks who are charging appropriately but I do talk to folks who are not who have a lot of Headway to go and they they they undercharge because of what I call head trash or limiting beliefs things that they believe are true which are not actually true okay so attorneys just typically don't charge enough guys uh a survey by Martin Dale found that 70% of readers paid less than $2,000 for an estate plan nearly 40% said they paid less than $1,000 okay now I recognize that sometimes those thousand trusts are done by people who don't actually focus on estate planning they're a general practitioner and yeah I'll do your estate plan for you a thousand bucks right but that's a lot of people a lot of folks are signing up and buying trust packages for $1,000 that are trash okay absolute trash not made by a professional who knows what the heck they're doing if you are DED dedicated your practice to Estate Planning and that's what you do that's where your expertise is obviously were for you okay but the other thing is if you're charging $1,000 or $2,000 you are severely undercharging you are putting yourself in the place of those general practitioners who say yeah I can throw together some docks for you $1,000 you're better than that you have more value than that take a look at that chart and just recognize that's where most people are okay why is it so low well many lawyers believe that they'll lose referral sources if they charge appropriately or they fear that clients just simply won't hire them at higher fees and those beliefs are rooted in fear and fear should never lead your Law Firm confidence lead your Law Firm Okay the reason attorneys undercharge for their services is because they doubt or don't fully understand the value that they bring their clients so it stands to reason that they lack the confidence and skills to uncover and demonstrate real deep value so how does this work out for law firms trying to grow their revenue I'm going to take I'm going to use a spreadsheet here we're going to look at some examples okay of how this can shake out let's say we have this Law Firm they finish their year of business at $175,000 they charge $1,000 per case which means they had 175 cases they had 350 consults initials in that year and closed half of the people and to do that they had eight consults a week on the goal this person has a goal of a million dollars they want to have a seven figure practice and do a million well if they're going to charge a th000 dollar they're going to need a thousand cases okay in a year how many initials is that that they have to have to close a th000 cases they need 2,000 initial consults in a year charging $1,000 and closing at 50% well how many initials is that per week James well it's 44 44 consults a week anybody want to raise their hand and say if they can meet with 44 people in a week I don't think so okay let's let's change the hypothetical a little bit and say this person in start instead goes through the trust selling system understands sales and his true value it can charge $55,000 per case and as a closing ratio is 70% to increase his closing rate now he needs 200 clients to make a million dollars in a year how many initials does he need 286 so how many is that per week six six consults per week now I'm not saying that you can just raise your fees arbitrarily to $5,000 and don't think that I'm saying that to you what I'm saying is making these adjustments to your sales process when you make these adjustments when you can increase your fees with confidence by building True Value through your sales opportunities and then you can charge appropriately when you can do that and en close at a higher rate my friends that's what's going to affect your Revenue the most nothing else will have a bigger impact on your bottom line on your profitability and revenue than your ability and your team's ability to sell okay and here's why it sucks if you don't charge a premium fee one you get that lowcost reputation making it more and more difficult to raise your fees two it leads to frustration how do we hit how do we hit those Revenue goals how do we do it it essentially puts the breaks on Revenue it's very difficult to scale it's very difficult to grow year over-year if you never raise your fees to the appropriate level it requires too many man hours to see an increase in pay and when you're really have that entrepreneurial spirit and you want to grow your practice and it's just burning you out that's what happens you get burned out the truth is if growing your Law Firm profitably is your goal then it's imperative to realize that increasing your sales skills and then asking for and receiving premium fees is absolutely crucial it's crucial to the success of your practice and to your profitability let's get into the fifth shift and that is to not to wing it in your sales opportunities don't wing it don't go in there blind guys estate planning attorneys are pros at planning planning ahead is literally what you've built your entire career on but why when it comes to your sales process you and your staff just often wing it why is that that you rely on your experience your education your god-given ability your charm your good looks whatever it is it's not planned okay and that's a mistake the simple truth is that your success is dependent upon three factors your mindset your skill set and your strategies now your current mindset your current skill set your current strategies have brought you to where you are today where your practice is today the profitability of your practice the revenue that you have coming in the number of people that you close the fees that you Clos them at where you're at today the strategies and the mindset and the skill set that you have has brought you there now if you want to grow and scale and achieve more you're going to have to develop a new mindset a new skill set you're going to have to deploy execute new strategies you've heard the term constant learner I I hear that from so many of our clients I'm a consistent learner a constant learner I'm always adding new things I'm going to C I'm I'm reviewing the message boards I'm I'm honing my skills in estate planning all the time you need to put some of that mind juice into your sales process as well and when you do beautiful things can happen Okay recognize that the rate at which you close business and the fees you charge play a huge role Ro in the success of your practice your ability to sell is one factor you can drastically improve in a relatively short period of time there is one thing that all the wealthiest financial planners have in common and that's years and years of sales training how much sales training have you been through how much sales training has your staff been through what is the missed opportunity or the opportunity cost of not having that skill set implanted into your firm here's why it sucks if you don't have a plan you just try to wing it guys going into sales meetings without a strategy it just leads to Lost sales and the worst part about that is leads to Lost sales without any idea why the sale was lost what could you have been doing what could you have done better during your meeting what does better even look like here's what happens most of the time guys most of the attorneys will simply blame the prospect well it's not me I've got all this education well it's not me I'm so good-looking well it's not me I'm so charismatic Well's not me I have all these great features and benefits it's obviously got to be the prospect's fault they were dumb they were a tire kicker they just wanted free information they just wanted to know the price Guys Without standards guidelines A playbook a track to run on you are lost your staff is lost and so is your prospect you're just out there winging it and what happens is people don't sign up and you just blame them immediately it's their fault some introspection would be really helpful in making your practice better okay so just a quick recap of these first five shifts the shift one understand where clients find Value again that's the difference between how bad things can be if they don't solve it how good things can be if they do change your mindset and your intention around the sales okay remember you're there to serve this person to the truth you're there to help them solve a problem to advocate for them honestly okay that's your intention and your mindset the third shift is to control the frame set the frame remember that's not the student Professor frame it's the doctor patient frame okay or we're inquisitive we're curious we're asking questions that we are pretty sure they have a problem with that we know because we've gone through this with other clients before we know what those situations feel like and we know exactly what questions to ask we thought it through that's how we control the frame uh the fourth ship is to overcome the fear of charging premium fees we saw the example what can happen to a law firm when they make some of these adjustments can charge more close quicker close more higher percentage it's going to have the biggest effect on the revenue and then the fifth shift is to not wing it don't go in there without a plan or a game plan we have to have some sort of structure to follow and when we do we're at a better chance of winning let's move on to the six shift and that is to get expert help okay think of the mentors you've had the coaches you've had throughout the years how did they influence your trajectory of success what did they do think of the progress you made with a great coach and where you would have been without their training encouragement and correction okay think about those people whether it's Sports mentorships whatever it may be may be discipleship whatever it might be how's that influenced you and changed you and Chang the course of where you're practice and where you're firm in your life is now guys an expert coach will help you improve your skill set but will also be aware of the mindset issues that lead to defeat expert help and a proven game plan is a recipe for Success regardless of the sport or the profession I uh I coach youth football my son uh 10 so third through sixth graders my coach for youth football and have for the last four years and I can tell you that I'm working with these little kids the emotions and the mindset is the biggest thing that's where we have to spend the most amount of time these kids want to get better they want to improve and they like playing football so having them go through drills and having them learn technique and develop their skill set they're all about that they love that's the fun part what goes on between the ears is where they need the most help and it tends to be that way with the attorneys as well and what I like to see happen is those breakthrough moments the scales fall from the eyes The Epiphany moment where now everything becomes clear now this thing that may be felt awkward to ask questions and to not do education where that may have felt awkward at the first now it's habit now it's easy now it's the way that they do things this is the same thing applies to these kids playing football as it does to your sales process okay uh just so that you know a little bit about me for those of you that don't know I serve as Chief growth officer for integrity marketing um I've worked exclusively with the state planners for the past 17 years and I've helped IMS grow obviously to multiple seven figures annually and helps hundreds of attorneys unlock their true potential maximize their performance and help these firms double or even triple their revenue increase their personal income and their impact in the community and then at the end of the day we're we're buying back their time we're gaining more freedom over our schedule over our our our our lead flow our sales process over every aspect kind of stems from how we do in sales okay it's a little bit about me and here's why it sucks if you don't get expert help guys information is great but making these changes is not easy and most people will take this information and say wow that was some great information and go about their business go into their next initial consult coming up here in 30 minutes and do the exact same thing they did three days ago where it has no impact and they'll say stuck out of their own valtion okay but now you have an opportunity to change guys I am a coach that's where my heart is is in coaching and as a coach there's nothing worse than presenting a problem without having some sort of solution how dumb would it to be to say hey you got to be able to make that tackle and then not tell a kid how to make that tackle or how to do better the same thing applies here I can go through all of these things with you if I don't give you an opportunity to change without a solution what kind of coach would I be so here's what we have happening starting March 5th so here in a couple weeks we're going to launch total sales Mastery live group group coaching which is going to be 8 weeks long guys there is tremendous benefit and feedback from the Insight from okay live group coaching is for estate planning elder law attorneys and their staff so I saw a question pop through about staff yes we can help your staff that are committed to growth in estate planning or elder law we meet every Tuesday at 10 o'clock mountain time there's also a companion Online Academy where all of the sessions on the trust selling system how we sell these living trusts how we build value how staff can pre- sell prospects for you to set the tone sort of be like Pippen to Jordan where he's given the great assist or she is giving the great assist there um all of the training in there we're GNA you know some people like to go through self-pacing I know that a lot of attorneys log into this and when they enroll and they go through all the trainings and just kind of absorb it all at once that's perfectly fine to do but we're going to meet every Tuesday to kind of recap and then talk about the prospects that you have coming up or debrief the prospects that you just met with how do we follow up with these people what could we have done different what questions didn't we ask that we should have what adjustments can we make for the next sales call guys this will make a huge impact on your practice so here's some questions about some frequently asked questions here about this how do I enroll April is going to put the link in the chat for enrolling if anybody's interested in enrolling and also a link to my booking calendar so if anybody wants to talk with me about their specific needs maybe enrolling multiple people within the firm definitely do that um live coaching happens every Tuesday I've mentioned before at 10:00 a.m starting on March 5th so you've got some time uh to adjust your calendar and make sure that you can make that but it'll run for eight weeks uh my goals for you is that you have total confidence in your sales process that you close way more people now through this process than you ever did before and that you can just basically sell more trust-based plans quickly and at premium fees we're going to talk through your Market we're going to talk through your pricing structure how you make your offer what questions you ask developing your script making sure that you're on point for your sales presentations and then what's it cost to enroll uh 5,000 for a firm if you pay in full we do offer split pay where you pay 3,000 in March and then 3,000 again in April April and that's for the full firm so whether you have one person or five people that you need to enroll that's going to be per firm um guys I can't encourage you enough to enroll in total sales Mastery we don't do this course like all year long uh we we're doing it starting March 5th for eight weeks to make sure that the people that are committed to their practice and grow and growth have an opportunity to do that um I did see some questions come through in the Q&A let me just bring some of those up here and see okay okay so um first question here was what do you do what do you do when a person asks what you charge for a trust what what you do when a person immediately ask when you charge for a trust so I I'm assuming that's if somebody calls the office and they say um you ask them how they're doing or whatever and they say well what do you charge for a trust that can really catch people off C uh it's a great question um the best response for that is again it goes back to controlling the frame that you need to be in control of the conversation you need to be the ones the one asking questions fact you need to be the one that says is it okay if we talk about the cost of this plan now like you need to be the one bringing that up so what we have to do here is use a little tool called a reverse that's essentially where you answer that question what do you charge for a trust with the question and the way that would sound would be you know that's a great question but let me ask you what are you hoping a trust will do for you we just divert that see a lot of times these prospects come in thinking that they have to ask questions they're a little bit uncomfortable and so they don't really know a lot about estate planning what they do know is maybe the words will the word trust the word probate maybe maybe they know the word probate so when they ask questions they're going to be very base questions questions we should expect that we should expect people that don't know a lot about estate planning to ask very base questions when it comes to estate planning that's okay that just shows that they don't know a lot about estate planning guess what you do so all you have to do is let them know hey we're really not at that point yet to talk about cost but I'm really curious to know what you are hoping a trust will do for you specifically and then tell me more about that how long has that been a problem could you me an example when's the last time this happened who's impacted by this the most just probing in on what they tell you so it's a reverse that's a great question I hope that answers it um another one here are you saying that we have to charge $5,000 for a trust that won't fly in my rural Market uh no I'm not saying you have to charge $5,000 for a trust if in that example I'm just showing the difference between what can happen in a firm when you do raise your fees and you increase your closing rate you know $5,000 in Orange County California or in Miami is not a high ticket offer that's still on the lower end in those markets um in your rural Market uh $5,000 might be way too high it might be way too high it all depends on the market that's why I think getting into coaching and talking through your Market who you're working with who you would desire to work with the most and that's another key point about charging this is who is your marketing bringing in what kind of marketing are you doing to bring in these prospects are you bringing in bottom of the barrel people why is that happening what kind of marketing are you doing to bring in bottom of the barrel people does your marketing need to be adjusted to bring in top of the barrel people but the to answer your question no you don't have to charge $5,000 for a trust although I do think that that 3500 to 5500 is a good range depending on the market okay again one of the things we would talk through in your in the sales coaching uh what else okay what about my staff I think I mentioned that can you help my receptionists better qualify and pre-sell people absolutely I think that director of First Impressions is the title that I like to use for that person um they're the ones that set the tone for how the firm communicates for how the the culture of the F the firm is to be expected to behave uh that reception person or director of First Impressions is a key salesperson and if that director of First Impressions does not see themselves as a key salesperson that's probably the first thing we have to fix and then help them with their scripting with their question flow and then pre-qualifying um a great thing to say I have a I have a client in Florida great guy and one of the things we've built into his sales script for his reception person is to always say hey make sure you bring your checkbook with you just real nice don't forget to your checkbook right or credit card just don't forget to bring it oh okay good now we've we've planted the seed in the ground hey you're gonna have to pay something at the end of your next meeting when you meet with Bill or Ted or whoever make sure you have your checkbook because we're going to have to do something there we're just planting that seed and that's intentional it's not accidental we're not winging it by saying that um but so the answer your question yes this is definitely for staff training uh let me move over here how do I make my offer if I can't do any education during my meeting that's a great question I think it's misunderstood I'm not saying that we don't do any education as we go through the trust selling process guys we you'll understand that the bulk of our conversation is asking questions once we've understood all the major problems all the desired outcomes we have Crystal Clear Clarity on those things then when we make our offer that's when we provide the education okay the education though is not ethereal it's not for the general public it's not for the market at large or how we work with most clients it's not that it's what this specific offer is going to do for those specific problems for this specific person and these specific scenarios does that make sense it's not ethereal education it's education pointed directly at the prospects when we make our offer that's when we weave in our education but we're not talking about stuff that's not important to the prospect we're only weaving in the things that solve the problems that they have and achieve the outcomes that they want so that's how we work in the education it's there when we make the offer it's a great question by the way um how long is each coaching session guys we go for an hour on Tuesdays every uh Tuesday starting March 5th at 10 10 a.m. to 11: um oh last question is do we help with the script will I help with the script yes and that will change for each Prospect so the way that coaching works is we are going to meet every week we'll go through some training we'll do Q&A uh we'll debrief prospects we'll also do some roleplay after we develop the script for your firm so as we have that script in place and we kind of understand why we have that there based on our ideal clients and what their typical problems are how are we going to frame those questions once we have that we have our script to develop we'll go into roleplay and we'll have your staff or your attorneys or yourself uh work with me I'll be the the customer the prospect you would be the salesperson and work through your script then we debrief that kind of talk about where did you do really well where did you maybe miss an opportunity or two what could you have probed into a little bit more maybe how could you have framed your offer a little bit better um but yes help with the script that's a that's a main main stay part there let me just look over here do you recommend giving out your business card at the beginning or end of the meeting or does it matter um I think if you're if you're if we're talking about a sales meeting or if we're talking about like um maybe a prospect meeting you're meeting somebody out uh I don't think it really matters that much I think it's really smart to have your business card listed on there um one thing I think that could be adjusted for people on your business card is this exercise that we do during the coaching which is to really outline the problems and the symptoms of the problems that you solve for your clients maybe list some of those on your business card right maybe have that be like protecting legacies in then estate planning right or uh caring for aging parents and then elder law below that something like that but yes giving your business card and having that sort of elevator pitch which again is another session in the coaching is developing your elevator pitch how do you present who you are and what you do out in networking events that has impact that's memorable okay um that is all part of it great question there um did I get all of these can all members of our firm come to the coaching sessions Kathy said that yes Kathy uh when you enroll your firm you can bring as many people as you want uh this is an addition okay looks like Jennifer's answered some of these questions uh let me see this one here I'm in Baltimore area currently charged 4 to 5,000 offer complete a estate plan including pre and post transition documents should I be charging more uh Brenda that's a great question Jennifer sort of answered that that she can't really say in a blanket question um that' be something that I would want to talk through with you if you're doing this um full state plan and maybe you're doing are you doing some uh Administration with that like are you are you you adding on beyond the documents are you are you having some sort of extra thing there and then what's your profitability on that what's your closing rate on charging 4500 to 5K if Brenda were to tell me James everybody that comes in and I make a $5,000 offer to they just sign up immediately like it they don't even blink an eye it's not even an issue I would say well you need to raise your fees Brenda you're doing things so well on other areas that you're probably undercharging even at that 4500 5K area if you say you know I close about 80% you know sometimes I get some fee push back but most of the time I can deliver in that value and people pay it I'd probably say well you're okay we also might look at what's your Revenue goal for the year Brenda are you wanting to do seven figures how many we saw the we saw the numbers on you need six consoles a week if you're closing 70% of those and that's going to put you at a million dollars does that fee structure help you reach your goal right or does that prevent you from reaching your goal so Jennifer is correct in her response to you Brenda that it's not necessarily a blanket statement that we can say without doing a little bit of having some conversation around that what I will say is you don't have a low ticket offer which is great okay so just some encouragement there um are all the coaching sessions recorded so that the staff is not available they can watch later absolutely I do record all of the live sessions you do have the companion Academy which does have all of the the basic trainings um recorded in there for you to go through on your own time if you wanted to so it's a it's a two-part deal you have your Online Academy that you can go through at your own pace and those are really meant for I call it batting practice you know how many pitches do you take when you go to batting practice just one one one pitch and then you stop no you you go through it a bunch you take a bunch of swings like 500 Cuts right before you have done your BP same thing with the academy they're meant to go through through over and over you may pick one or two things up from each session that kind of stick but as you go through you'll pick up more that will stick uh but yes all of the live sessions are also recorded and will be disseminated over email for anybody to watch whenever they want to I'd really encourage you to come and participate though because asking questions debriefing the prospects that you either met with yesterday or this morning or have coming up that afternoon or tomorrow like getting prepared and dialed in BO that increases your betting average like more than anything else okay is outlining those questions being prepared anticipating how that call will go you know and envision them saying yes and signing up and thinking about ways you can help them going into those meetings with that frame of mind and that mindset everybody's going to be better um those are man there's a lot of questions those are great questions um again check the chat because if you want to enroll the enrollment link is right there just a simple fill that out and you can be enrolled um obviously when you enrolled I will call you and we're going to talk through I want to meet you I want to know a little bit more about you and your firm and kind of get you settled in for the coaching sessions uh if you have questions book a call with me I'm happy to talk this through with you um and help you kind of decide Maybe Who on your staff should be involved and maybe who doesn't have to um my my feeling is anybody that's going to be touching sales needs to be enrolled if they're not touching sales talking to customers or or clients um they probably don't need to be but if they have that sales touch uh you want that sales culture to be dripped in and weaved into your firm and kind of permeate uh the other great thing is it's a repeatable process guys the trust selling system is something that you can learn that's why I've developed it this way that we can know that skill set we can work on the mindset things and these things become habit and very repeatable and then easy much easier to teach to the next person that comes on board um any more questions very good guys um is this meeting going to be recorded so I can share it with my partners to decide if we want to sign up for the program yes Kathy this is recorded welcome to share that with uh the team uh just make sure that if you want to enroll that you're enrolled before March 5th so you can make it to that first session and not miss out on anything and again if you if you have questions just let me know reach out to me um book a call uh whatever you need to do I'll help you out um anything else I'll leave the floor open for just another minute here if anybody else wants to ask a question otherwise we'll wrap it up guys I really appreciate everybody coming in to this and being on time and staying hopefully you found it very helpful and start making you think about what can be adjusted in your sales process and what sort of impact that can make on your practice I know firsthand it's a it's a huge impact this is the thing that makes or breaks you get this squared away even if your lead flow is down in some months if your sales skills are high you can ride those things out you can weather storms much easier so just keep that in mind I'm here I'm on your side I want to see you guys achieve everything that God intended for you to achieve and to help you do your level best um mindset skill set heart set strategy all of it deployed all right guys um looks like that's all the questions poly Tatum thank you for the awesome response I appreciate that very much you guys God bless you all appreciate you staying for an hour with me uh we'll call it good there and get the recording once it's uh rendered sent out to everybody but thanks for attending and I look forward to seeing you in total sales Mastery on March 5th please go ahead sign up get registered ask me questions I'm here to help all right take care everybody have a great rest of your Thursday hopefully we'll see you March 5th