How To Build a Thriving Firearms Training Business

Transcription

1 USCCA Certified Instructor Training How To Build a Thriving Firearms Training Business by: Tim Schmidt

2 Thanks.

3

4 Finish Strong!

5 Introduction & Overview My goal today: I am going to give you marketing tools to grow your training business to the size that YOU want......so that YOU will be in complete control of your schedule, your revenue and your success.

6 Format for My Session: This hour is about you and your business... I want this to be an interactive session. Feel free to interrupt me and ask questions. Let s learn together...

7 Introduction & Overview Session Overview: Ground Rules Lead Generation & Nurturing Your Sales Funnel Questions & Answers

8 Ground Rules I m here to teach business, sales & marketing. The free enterprise system is the toughest yet most rewarding game on the planet. Either play to win or don t play at all.

9 Kekich s Credo 100 Success Secrets to Help You Live Long and Prosper

10 Kekich s Credo ~ #37 Business is the highest evolution of consciousness and morality. The essences of business are: honesty, effort, responsibility, integration, creativity, objectivity, long-range planning, intensity, effectiveness, discipline, thought and control. Business is life on all levels at all times.

11 Ground Rules No excuses. If it is to be, it s up to me...

12 A few opening thoughts: Write these down Don t wait for things to be perfect. YOU are the magic in your business. EVERY person in here has unique experiences to share. [Hundreds if not thousands ] People don t buy what they NEED. They buy what they WANT. It s your job to convince them to WANT to learn from you!

13 A few opening thoughts: Write these down Speed of execution is the secret of all successful businesses. You don't need a million dollar idea, just million dollar execution. When you move fast, you'll make small mistakes faster, you'll learn from these mistakes and gain momentum!!!

14 10,000 Foot Observation... Firearms Training - Internet Marketing Ground ZERO! You are in the right place at the right time. It s up to YOU if you ll decide to take advantage of this opportunity. I will share with you EXACTLY how I built a company with 150,000 happily paying customers and 2+ million prospects. But I can t do the work for you. That s your job.

15 Lead Generation & Nurturing Why generate leads instead of sales? People buy from people they know, like & trust. Generating a lead gives you the opportunity to give value and start that relationship. Build that relationship by giving VALUE.

16 Lead Generation & Nurturing Only 2-3% of prospects are ready to buy. There are a lot more people thinking about getting training than people that are ready right now! If you capture the prospects trust NOW, they ll think of you when they re ready to buy.

17 Lead Generation & Nurturing: HOW How do I advertise & generate leads? Classified ads, newspaper ads, local radio, flyers in gun shops/gun clubs, val-pak, local websites, online PPC, etc. But... there is a RIGHT and WRONG way to do this!

18 Lead Generation & Nurturing: HOW Every good ad must have... Compelling headline. (WIIFM) Call to Action - Give them a carrot. Trackable Response

19 Lead Generation & Nurturing: HOW What is my carrot? (Call to action...) Concealed Carry Holster Guide How To Avoid The Top 10 Concealed Carry Mistakes Firearms Training Tips To Save You Money Any valuable information

20 Lead Generation & Nurturing: Carrot Examples

21 Lead Generation & Nurturing: Sample Opt-In Page Headline Carrot (WIIFM) Opt-In Area Carrot (WIIFM) Legit Feel- Good Area

22 Lead Generation & Nurturing: Sample Ads Powerful headline (WIIFM) CTA Trackable Response

23 Lead Generation & Nurturing: Sample Ads Classified & Newspaper Ads FREE Concealed Carry Training Information: Get FREE Concealed Carry training tips from professional, local, certified trainer. Visit or call Powerful headline (WIIFM) CTA Trackable Response

24 WARNING! Wheel Re-Invention ALERT! Don t Reinvent the WHEEL!

25 Avoid These Concealed Carry Training Mistakes: Get FREE Concealed Carry training tips from professional, FREE Concealed Carry local, certified trainer. Visit Training Information: or call Get FREE Concealed Carry training tips from professional, local, certified trainer. Visit or call

26 Lead Generation & Nurturing: Facebook What s so great about Facebook? You can target and fine-tune your audience so you re spending ad dollars on the most likely prospects!

27 Lead Generation & Nurturing: Facebook

28 Lead Generation & Nurturing: Facebook Powerful headline (WIIFM) CTA Trackable Response

29 Your Sales Funnel If you try to make the sale right away, you ll only get 2-3%. If you GIVE your prospects something valuable, you ll capture up to 40%. Why does this work so well? Because very few business owners have the patience and discipline to build this system.

30 Your Sales Funnel Maximize your ad spends by attracting leads. Give something away for free. Get name, , phone, address. Build relationship Tell story. -- Testimonials. -- Give more value. -- Automate this with Autoresponders. Give them an offer that s hard to refuse Scarcity -- Value -- Benefits -- Reason Why

31 Direct Response vs. Madison Avenue Advertise Services 1000 Advertise Lead Generation Carrot 1000 Advertise Lead Generation Carrot + Relationship % 40% 10% 40% 25% !

32 Questions & Answers: How do I master social media? Jab, Jab, Jab -- Uppercut What type of billing system (charge card processing) can be used and how much does it cost per transaction? What are the negative and positives? Easy - squareup.com (2.75% all in) Harder - powerpay.biz, paypal Hardest - traditional merchant account

33 Questions & Answers: What is the most effective use of local advertising? Lead Gen focused... Other than paying Google, how do we attract visitors to our web site? Inbound vs. Outbound vs. Offline vs. Online

34 Questions & Answers: I am really interested in more info on how to promote classes and what is the best way to spend advertising money. We spend money in print, radio and online advertising including Facebook. But I am looking to take our budget and focus it on the best possible resources. Test, test, test, test... know what you can spend on a per lead basis and never stop testing.

35 Questions & Answers: I think the most difficult thing is driving traffic to my website. How can I convey to my prospective students that they should invest the additional time and money to take my class over a run of the mill gun show or gun shop class that is a joke? Relationship + story + pre-sales value = customer willing to invest in what s really important.

36 Questions & Answers: What is the right price point to fill a class but make a nice profit? In our area (Northern Michigan),we see CCW classes range from $99 to $175. Value Perception = Reality. Show your prospects that what your offering is worth 10x what they ll be paying. Pre-sales value + testimonials + story + relationship = high perceived value.

37 Questions & Answers: What is the most effective way to market a CCW class? Focus on generating leads instead of customers. Develop a system to convert those leads into customers. Over-deliver on what you promise.

38 Questions & Answers: I am newer instructor, how do I market against the instructor that has been doing it for 12 years? Are you a professional? Yes. Then stop worrying about this. People care MORE about who you are than what you ve done. Relationship + story + pre-sales value = HAPPY CUSTOMERS!

39 Resources:

40 Resources: Credit Cards paypal.com squareup.com

41 Resources: Websites 99designs.com GoDaddy.com Domain registration. Hosting. Site design. (basic) Crowd sourced. Logo design. Website design.

42 Resources: Programming & Elance.com ConstantContact.com Website setup. Web programming. CMS Systems. Anything you need! Autoresponders. management. CAN-SPAM compliance.

43 Resources: Books to read:

44 In summary... Treat your business like a business. Attract Leads, build relationship, then sell training. Be a student of business & marketing. Be humble. BE someone who people will WANT to know, like and trust. Exercise your gratitude muscle.

45 Thank you ;-)