Title - How Jay Abraham sold $250 million of seminars Tags - seminars riskreversal directmail telemarketing
How Jay Abraham sold seminars for 20,000 when that was WAY above the ceiling for seminar prices at the time.
Sent letters to the list offering Jay’s $50,000 a day single consultation.
A few people responded but not many.
Then they sent another letter saying “so many people wanted and were provoked that they asked if there’s a way to get access to the man.” So they decided to find a way that there’s no risk on their part. So they gave them 10 things they could do to validate it before they even had to decide. Then, when they called in, they would ask them lots of consultatative questions: “What business are you in? Are you rural? Are you local? Are you one sales, two sales? High price or low price?” Based on the answers, they sent them recording interviews and numbers to call of people who Jay had already done something similar with who would endorse him. Then they sent them £20 worth of programs he’d recorded that he could listen to. Then he gave them a choice: you can pay upfront or on terms, but either way, they wouldn’t deposit the cheque until 2.5 days into a 5 day seminar and if they didn’t feel like they had total value, they would get the cheque back. They sometimes put the cheque on the back of the table. They’d also work with them before they came because their goal was to blow them away and help them way beyond the cost of the seminar.
They used risk reversal in so many ways that it blew people away, lots of people were successful, and they sold $250 million in seminars this way.