This week’s Misfit Entrepreneur is Rylee Meek. Rylee is the Co-Founder and Managing Partner of American Partners Group, the CEO of the Social Dynamic Selling System, and speaker, author and mentor.
Let me tell you why I asked Rylee to come on today. Rylee is the king of creating predictable, sustainable, and scalable selling systems. He had his teams have promoted over 25,000 events and connected over 2 million consumers with their clients.
He is one of the best people I have found to come on and teach how to create a sales growth engine for your business. And my goal today is for him to give you the blueprint to help you no matter what type of business you have or medium that you sell on. It’s a tall order, but I know Rylee is up to it.
Rylee grew up in a small town of 1500 in South Dakota. He got his first job at 15 at a local gas station. He was making $5.15 per hour. After his first 8 hour day, he did the math and realized that there was no way he was going to make what he wanted for the things he wanted to do – so his first day was his last day. He quit and was never employed by someone again. By the time he graduated high school, he had successful business doing 6-figures per year retailing health and wellness products.
He ended up doing a number of different things and then got an opportunity to go open up an office for a business in Puerto Vallarta. He moved with his wife to seize the opportunity and within 5 months, the government shut operations down for the business. He lost all of his money in the investment. He was broke and came back to the US homeless having to sleep on his sister’s couch.
He was 24 and needed to find a good opportunity. He came across an ad on Craig’s List for an opportunity to learn to sell through dinner seminars. It was a whole new awakening for Rylee. He had always sold things 1:1 and this process was a way to sell to many at one time and better qualify your clients.
He then had to figure out what products he was going to sell. He was aware that it was normal thing for financial advisers, etc. but he saw the opportunity to do it for other larger ticket item products.
In his first 6 months of doing this, he did over $2 million in sales selling home remodeling products.
Now, a decade later he’s done it with 7 different companies in different verticals taking them to 7 and 8 figures in their first year.
He began to grow and scale and create a system to teach other businesses on how this works.
What is the #1 thing people need to understand about selling?
- If you build it, they DO NOT come.
- You can have the great product, but if nobody knows about it or you don’t have a system to take it to market, it doesn’t matter.
What are the principles of the social dynamic selling system?
- It’s called this because in any setting, there is a social dynamic happening.
- Social dynamic selling is being able to understand this and use it to your advantage in selling.
- It involves positioning as an authority and people being at an event for your expertise.
- It is creating an environment where people purchase together vs. 1:1 selling.
Take us through the steps of how the system works…
- The system (dinner seminar format) is not for everybody or every product. It needs to be a higher cost product or at least have a ladder that makes the lifetime value of a customer to higher value.
- Goal is a 3x per event. If it costs $5000 to put the event on, then you should make at least $15,000.
- You need to identify you true client avatar and what you actually sell.
- What you sell is deeper than you think. For example, you might want a drill so you can drill a hole in the wall. But, it is deeper – you really want the hole, so you can hang a family picture and make your home more comforting and warm, etc. The drill is just the vehicle to what you want, which is the benefits of the benefits of the benefits.
At the 20:50 mark, Rylee goes through an end to end example of the system with a client.
- Define the avatar.
- Know your market radius.
- Market to the ideal audience speak in terms of the benefits of the benefits.
- Direct mail still works best to get people to the event. .
At the 25 min mark, Rylee goes through the event process when onsite.
- The goal is to get people to know, like, and trust you.
- Give them something right away – Rylee typically likes to start with a salad so they don’t have to wait a long time to eat something and get grumpy.
- You have cover all areas of how people learn – auditory, visual, kinesthetic in your presentation.
- There are 6 measurables that are tracked through a full campaign and each has one goal. The only goal for the seminar is to get the 1:1 appt.
What are the key components of the presentation?
- Facts tell and stories sell. Use stories.
- You need to take people on the emotional journey of how your product or service makes a difference and helps to alleviate or avoid the pain they are having in their lives by not using the product or service.
- You are not doing the “rah-rah” rush to the back of the room.
- Your goal is to gain the right to have the following up meeting because the have interest and know, like, and trust you.
- “Nobody wants to be sold, but everybody wants to buy…”
- You must create the environment where you don’t “sell,” you give people the opportunity to buy.
At the 38 min mark, Rylee talks about “hunting vs. farming…”
- Every buying decision is an emotional decision, but it has to be backed by logic.
- Sense of urgency helps.
- The key is being able to fulfill the business when you get it.
How do you take your system and sell through a web meeting or webinar?
- You have to be very good at understanding tonality, voice inflection, and sensing where the client is at during your presentation.
- Actively listening is just as important.
- You can use the same format to drive traffic using direct mail, online campaigns, etc. driving them to a live webinar.
- On a webinar, the littlest things make a difference and your tone and mannerisms are very important.
- You also have to understand the your perspective may not be there perspective, but it is your job to understand and speak to it.
- Be curious…
7 Businesses, $100+ million, what are 1-2 lessons that you think every entrepreneur should know?
- If you build it, they don’t come. Get a good sales process.
- Bootstrap your business.
- Once you’ve got things going, find others and delegate.
- You only need your people to be 60% as good as you think you are.
Best Quote: "Nobody wants to be sold, but everybody wants to buy…"
Rylee's Misfit 3:
- Get a mentor or coach. They might 2 different people and outside sources. They will help you be accountable and help you succeed even more.
- Be intentional in whatever you do. We are all called to excellence and need to give our very best in all we do. Anything short of that is a waste.
- RPM in the morning. Read, Pray, Meditate. Your morning routine is critical.
5 Minute Journal: www.MisfitEntrepreneur.com/Journal