17 Jun Kohl’s – Amazon Deal [Pt. 2]: How to Create Amazing Biz Dev Deals for YOUR Online Business
For this week’s episode, we dive further into the world of biz dev deals and consider some of the best practices from the online world.
Strategic partnerships aren’t just for huge brands such as Amazon and Kohl’s. They can happen between any two businesses.
The only condition is everybody needs to win.
Last week, I went over the four simple steps for conducting a killer biz dev deal. Today, I will use that framework to analyze some of the best-known names in the online industry and discuss their process.
We’ll learn from the greats as we review some recent deals made by Tony Robbins, Dean Graziosi, and Russell Brunson.
Remember – ANYONE can do these types of deals!
You just need to get a little creative and think outside the box. Know what you have to offer, and understand how you can use it to help others.
Now let’s dive in! There’s a ton of stuff we need to cover!
How to Leverage Guest Podcasting to Grow Your Business
As it is in the real world, one of the best things about online biz dev deals is you get to leverage other people’s audiences. So, just like Kohl’s is able to make direct offers to Amazon consumers, you can also create strategic partnerships that allow you to do the same.
Being a guest on somebody’s podcast is an excellent example of effective small biz dev deals between two brands and businesses.
Podcast creators look to create a loyal audience around their brand. In return, they provide people with engaging content, whether it’s educational, informative, entertaining, or even all three.
Creating quality content isn’t easy, which is why podcast hosts often seek interesting guests to leverage their charisma, insights, and expertise. If the guest has an audience of their own, it can also help bring some exposure to the podcast.
In return, guests get to make direct offers to the podcaster’s audience. Usually, at the end of an episode, the guest is invited to share links to their website, products, or even specific offers created exclusively for that particular appearance.
The audience is also winning. So not only do they get to hear an interesting viewpoint, but they also might get a pretty enticing offer.
And just like that, within a single podcast episode, we also see it’s an opportunity for a biz dev deal. Win-win-win!
The Secret to Making a Deal With Tony Robbins (or Any Other Internet Giant)
Tony Robbins is without of doubt one of the biggest names in the online space. He’s got millions of followers across various social media platforms and is regularly endorsed by celebrities and entrepreneurs everywhere.
But even when making a deal with someone as successful as Tony Robbins, it will still follow the 4-step framework we went over in the previous episode.
For starters, you need to understand his business and monitor his latest offers because it will help you figure out ways to help.
If there’s something you can do to provide real value to Tony Robbins, he’ll notice you. Tony is a remarkable businessman, and if he ever comes across a great deal, you better believe he’s not going to pass on it. You don’t become Tony Robbins by running away from opportunities; I’ll tell you that much!
How Tony Robbins, Dean Graziosi, and Russell Brunson Create Biz Dev Deals to Grow Their Businesses
One of the ways Tony built his empire is through creative, strategic partnerships. By creating lucrative affiliate deals, he’s been able to leverage other people’s audiences to promote his offers.
Tony recently crafted an offer with Dean Graziosi, along with an affiliate program that would help them promote it. And it’s pretty ingenious.
Their affiliate program was based on the same principles of the Kohl’s – Amazon deal. They were leveraging the audiences of their affiliates much in the same way as Kohl’s is doing for Amazon.
Tony and Dean weren’t just offering a cut of the profits to their partners but also an excellent opportunity for their top affiliates – a retreat seminar in Fiji. Who wouldn’t be interested in something like that?
Now, anyone with an audience can sign up to make a deal with Tony and Dean.
But what if that someone had millions of contacts on their list? Don’t you think that might lead to a different yet also very interesting biz dev deal?
That’s exactly what happens when you throw in someone like Russell Brunson into the mix!
To get more insights on the deal between Tony, Dean, and Russell, make sure you watch the full episode here!
That’s it for part 2!
I hope you had fun, and these couple of episodes inspired you to make awesome biz dev deals yourself.
If you’d like to get some bonus Performance Marketer content, sign up for my SurveyDetective VIP waitlist.
See you next week!
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In your business, you got to think about it. Be strategic. Think outside the box, think about what Kohl's did. Think about what the affiliate offers do. When you're acting as an affiliate, if you have an offer, and you don't want to go and buy your own media, you want to go and look for who was the audience for this offer? Where can I find that audience? And now how can I get in front of somebody else's audience? What can I do for them, that's going to make them want to promote my offer?
I spent the last 17 years building my eight-figure performance business without using any of my own money, working with some of the most brilliant direct response marketers in the world today. Now I'm looking for entrepreneurs to join my affiliate army, built on ethics, transparency, and good old hard work. Join me to change the perception of how people view the greatest business in the world, affiliate marketing, and follow along, as I learn, apply, and share performance marketing strategies, working with some of the brightest people on the planet. My name is Eric Beer, and welcome to the Performance Marketer Podcast.
We always talk about this. I've done, you know, anybody that's been, you know, with me for the last few years, as you're following me and listening to all the things, the number one thing that I value is traffic, right? If you have traffic, you have a business. You can do anything you want. Right? You can get into you can start a new business, or you can take an existing business and build off of it or just grow your current business. If you have traffic, if you have eyeballs, if you people, right, the same thing, the traffic that's going into a store is the same thing is the traffic as somebody clicking and coming to your site. Clicking and going to some destination where you're performing some service of some way, but you have an impression, you're making an impression on somebody. Okay? That's what everybody's doing in the internet today, right? When you're on Facebook, they're trying to get you to click on an ad. They're trying to create some sort of pattern interruption with your day, you're not there to click on ads, you're going and looking at Facebook, and then all of a sudden, as you're scrolling, you see some ad. What is it when we talk about in the perfect survey method AISTP, right? You want to attract people, right? You want to draw attention. And then you go down to identify, segment, target and position. But so in any event, in this case, you're getting traffic. So what can you do to make this relatable as an example, on the internet for you guys, let's use somebody that has a coaching business. And they're in the relationship space, somebody that has a coaching business in the relationship space, is looking for people that either are married, or maybe they're divorced, or maybe they're they're looking to get married? Or maybe even they're looking to work on their relationship with like their brother, or their sister or their friend, right? Whatever that is that target audience, it's all pretty much same thing. You're focused on relationships. Okay? So you know who your audience is. Now you're looking to figure out, where are those people in the world? Right? What else are they doing? And you would try to find relevant products or services, what have you, and be able to then figure out how can you get in front of those people with your offer? Right? That's relevant. In this case, you know, if you're a coach, you might want to get on people's podcasts, right? As a guest, you might want to write a blog post as a guest writer in somebody's blog. That's relevant, right? In those scenarios, what's happening is, when people are getting on a podcast, as a guest, what's happening is they're spending their time to talk to the host, that host has a bunch of followers, right? my podcast has a bunch of followers. My YouTube channel has followers, right? My Instagram handle has followers. So if anybody can do deal with me, and I now publishing that content, they're immediately going to get in front of my audience, I'm going to introduce whoever that person is, to my audience. Why would I do that? Right? I'm a nice guy. But I would do it because they're delivering me some valuable content that I can now deliver to my audience that I think will be helpful. And that's what I'm trying to do, right? Like, I'm just trying to give you guys good content to help you guys with your business. Right, give you guys ideas of ways to think about how you can either grow your business or start a new business. Right. So for me, that's valuable, right? I want to build goodwill with my audience, right? So eventually, when I want to make my offer, then you guys who are interested would be like, Oh, yeah, you know, this guy. But following him for a year, he knows what he's talking about, seems to be doing pretty well. I want to check it out. Right? I like him, I trust him. Right in the people that do it's because I'm continuously publishing content, China just over deliver and give you value. So in this scenario, when you're out the guest speaker on a podcast, the thing he Is that it's just powerful, because you're going to go, you're going to add value, you're going to go and give people things that they didn't have before you showed up. If you're somebody that knows how to generate leads me, right, and I go on to a podcast, and start talking about, you know, the three easiest ways to generate leads, or ways to arbitrage media, and how to create cash flow with without spending any of your own money, right, those are all like valuable things, really valuable things, I could sell that for millions of dollars to people, right, because on the back end of that, once you learn to understand how to do it, you could make multi millions of dollars a year. So it's valuable, right? So I would go on, and do that with a podcast host, right? The relationship coach is going to want to go on and start to talk about parts of the value of their core offer, and start to throw real valuable information that they sell, and put it out to the world and help people, you don't want to just like not give them anything, I see a lot of people that are afraid to give up information that they sell. And I'll tell you guys, 99% of the people in the world, if you just talk about what it is, you know what your expertise is, people are not gonna be able to take that information and go with it and build businesses, they still are going to need you. Okay, maybe 1% of the people in the world will be able to hear it, you're giving them some secret sauce, and then they're able to take that and then take it to the next level. But those people would never have been your customers anyway. And at the end of the day, the world's big enough for many, many businesses, because it's all about niches, right? There's plenty of lead generation companies out there that do what I do. And we all somehow find a way to make a pretty good living. There's tons of coaches out there, right. There's tons of different funnel software. There's tons of different Facebook agencies. There's tons of different copywriters, right? There's tons of different relationship coaches, inspirational coaches, it's just because you're you're appealing to different people. Some people may like me, some people may not like me. But in this case, for the relationship person, if they can get on that podcast, they can deliver value. Right? Now they're number one, we are giving content to the podcast, they're solving a problem by this podcast, guys got to figure out how to how to give good content about relationships, but they don't really know it, as well as this expert does. Right? This person does this every day. So by coming on and giving them some of this value that they sell. It's huge, amazing. Maybe this person even learns the podcast was maybe learns from, from the relationship coach, they probably do, right in that case. So number one is they figure out the need to is they now are solving a problem. Three is they're delivering, they're coming on to the show, and they're actually giving real value. And they're presenting it in a way that's digestible in a simple way, if you meet them for the first time. So number three is they're actually executing on that. And at the end of the podcast, they could make an offer, right? The podcast host would typically say, Well, if you like this relationship coach, you can go to www dot relationship challenge calm. Or maybe the relationship coach has some free giveaway, like, you know, you can go and download their free guide on the 10 simple ways to do a quick start relationship. patch up. I don't know what it's called. But something like that, that you can use before you ever even talk to me, that's just, you know, a very high level like basic thing to work on in a relationship, go here to www quick guide relationship comm to download your FREE guide. Well, in that case, the person have to go and put their email address in boom, in the case that they drove them to a page to get more information. Maybe that person has a free challenge. Or maybe they have a webinar that they're driving traffic to at that point. Once you go and check them out. Right, whatever their business model is, that's all stays the same. This is just the front end of you tapping into somebody's audience, doing what Kohl's did. Kohl's is tapping into Amazon's audience. Right, who else? I mean, there's no better company in the world to tap into. It's amazing, right? Boom. And now they just make they make an offer. That's it. That offer is whatever their business model is on the front end to get them going. In this case, they're going directly to a sale, right? They're an e commerce business, and they're going directly to a sale, but they are trying to get you to get some sort of like Kohl's charge card, right? So if you if you get like a credit card with Kohl's it's part of their business model. So, I mean, right now it's really super simple. Either Kohl's is trying to sell some product in store or they're trying to get people to get a charge card a credit card with Kohl's but still at the end of the day, they still want to just sell product move product that service Another scenario of you tapping into somebody that's like a huge crush someone on the internet is like, it's like doing a deal with Tony Robbins, right? It's like, if you can look at Tony Robbins and figure out how you can add some value to him, if you can try to understand, like, Where is he focusing today? What's his business? Right? What's he looking to do? Alright, just recently, Tony and Dean Graziosi just had a big free challenge, right. So if you were able to drive tons of people to the free challenge, right, show that you could drive traffic and get people to sign up. And then at that point, some of them convert into customers, you're going to get on their radar, if you are in their top five of leads and sales, you're going to get noticed. Hence, what they do is when they have these programs, the top 10 people with the most sales, they actually give a free mastermind to come to Fiji who does want to go to Fiji, Tony's Island, right. And you get to hang out with Tony and Dean and, and like 10 of the top like, serious players in the space to mastermind. and the value that you get, there's massive one other relationships you're creating, they're gonna add value by teaching you things that they do. But in the flip side, they want to help you. But they also want to get closer to you, because they see that you can move mountains, you can drive sales. And that's how you get in front of their face. And oh, by the way, when you're doing that, and showing them that you could actually drive leads and sales, you also make money. They pay you for the leads in the sales. So it's a win win for everybody, right? And the people in your audience that you're driving traffic to that to that challenge, they're now getting value by getting the free five day challenge. And if they upsell into what they do with their sales, when they when they sell whatever product their core product is, well, it's because they want to, and those people see the value, right? But you in the beginning, you just got to make sure that you know what the want needs are for Tony and Dean for that because they want to drive people to their their challenge. That's the first thing a free challenge, want people to sign up for their free challenge for the five days, you got to make sure that it's relevant to your audience. That's in a scenario where it's your audience, in this scenario calls is tapping into Amazon's Well, in that scenario, Tony and Dean are tapping into your audience, right? affiliates, people that have email lists. That's exactly what's happening. Russell Brunson has got a huge list. 1,000,002 million, 3 million people on his list in his email database. Some of them are customers of ClickFunnels. Some of them may be signed up for $1 trial, some of them may be never paid for anything. And that you signed up as a lead. I'm almost certain Russell's never told me this, but I'm certain that he has his list segmented right, from the perfect survey method, right? Ai STP attract identify segment, right? his email list is segmented, it's got to be in some capacity, right? He's not just blasting everybody. He's got his his buyer list people that are ClickFunnels members, customers, he wants to be very careful with that list. That's his paying customers. Right? Then he has his list of people that have purchased from him before maybe a book, right? Maybe some small guide or disk or whatever. And they've spent, you know, dollar $7, under 100 bucks, they have not converted into a member of ClickFunnels. So they're valuable, but they're not as valuable as their customer list, right? This is their hot, I would call these the hot leads, right buyers. This is the warm leads, they've they've shown that they purchase, but they haven't yet become a member of ClickFunnels. So he's trying to upsell them into becoming a member. And then you have the people that have signed up for something free. They've never purchased from him. They've never, ever bought a book, a guide, anything free plus shipping, nothing but they stay on his list. They're interested in getting some of his content things that he's he's doing so it shows they're interested. And if they keep signing up for things now they're active, right? So if you look at that, and that's a colder lead. It's not ice cold, because they already know who he is on his list, but it's a colder lead, right? Cold, warm, hot. And if he had just those three segments, right, he might be willing to on this colder list of people, right? If he has, let's say 2 million people say a million people are members, say 500,000 of them have purchased something. And then you have another 500,000 that have never purchased anything. I guarantee you he's willing to send other people's offers to this list, way more than these two lists. Think about it. I mean, one you don't want to just send all kinds of affiliate offers all day long, maybe if something super, super relevant, but he doesn't want to cannibalize his own business, his main businesses, he wants to sell ClickFunnels memberships. That's it. So these people over here, they're not buying the ClickFunnels membership and they're on his list, and they're taking his free content, and all of his is, is just gold that he's dropping, right? And he's gonna Yes, try to convert them into doing something over ClickFunnels. Hopefully he gets them to do something that's relevant to building funnels. And once they start doing that, they'll realize they need ClickFunnels later, really smart. But what he's going to do is help partner with other companies to monetize those 500,000 people have never bought a thing. Now he may also set send some information to the people that have taken out their credit card or even their members, right? He's not going to go as hard at these two segments as he would this one. I'll guarantee you way more emails are being sent to the cold non buyers than the buyer or the actual customers of ClickFunnels. Right. But he's doing this. He's just doing the reverse. what he's doing is he's leveraging his audience. Now the company that's coming to Russell to try to get them to mail to his list. That's cold. That's cold. That's Amazon. That's the deal that's going on right now. The Russell and the the affiliate offer or the Kohl's Amazon relationship. In a nutshell, right? It's a little bit different. But same concept, right? The affiliate offer is trying to take people from Russell's audience, right, Tony and Dean are trying to get people from Russell's audience to now sign up for their free challenge. And now they're in Tony and Dean's world on their list. And then they're going to try to convert those people into a buyer into a sale. So in this scenario, in that scenario, the Kohl's who's trying to tap into Amazon's buyer list is Tony and Dean trying to tap into Russell's buyer list. Right? And Russell now has a list. And he's like the Amazon, right? What is Tony and Dean doing for Russell? They're helping him monetize 500,000 people that aren't buying his stuff. So if they're not buying his stuff, maybe there shouldn't Tony and Dean stuff. It's relevant. They're opening, they're clicking, they're downloading a lot of his free stuff. They haven't bought anything yet. Right? So now he takes these 500,000 people, what happens if he sends that five day free challenge, and half the people sign up for the five day free challenge, right? They've shown that they would sign up for a free chunk. So 250,000 people sign up for the free challenge, right? And then let's say that maybe converts 10% of those people into customers 250,000 at 10% is pretty good deal. Right? What is that? 25,000 customers? It's a high number. If that happens, boom, that's amazing. conversion rates not going to be that high? I don't think right? Usually the conversion rates, I'd say are like, good would be three to 5%. I think like normally what I see in credit card conversions, like one to 3%. But so in that scenario, if you had 25,000, even if Tony and Dean were paying him $5 a sale, right, and that scenario, that the sale I think was like almost 1000 bucks, right? So ultimately be 25,000 times 1000. And that would be the total revenue. And then Tony and Dean are paying an affiliate commission in this case would be to Russell. And that would be a ridiculous amount of money. Maybe they're paying him, you know, 40% of that. Right. So like, he would ultimately be making a serious amount of money off of a free list here. Because he's sending them to somebody else's offering. They're converting the traffic, which he couldn't convert. So I hope this makes sense to you guys. Like in your business, you got to think about it. Like be strategic. Think outside the box, right? Think about what Cole's did. Think about what the affiliate offers do. That's what we do, right? When you're acting as an affiliate. If you have an offer, and you don't, you don't want to go and buy your own media, you want to go and look for who was the audience for this offer? Where can I find that audience? And now how can I get in front of somebody else's audience? What can I do for them, that's going to make them want to promote my offer. That's this right here. So the four steps, identify the need or want of the publisher, the company that has the customers, the people that have the audience. Number two, solve a problem, solve a problem for them. In the case of Russell, they're helping him make some money off a list and his made $0 on his people in his database. He hasn't made $1 on it. They're helping them make money, solve problem. Number three, execute the scenario, Russell still needs to send Tony undines offer to the audience, at least the cold audience of 500,000 people. So you got to execute. And then number four, you want to be able to make an offer. Right? So in that scenario, what's happening is Tony and Dean, they're getting them to the free challenge. They're giving five days of their time and energy. They've gotten like all these people, right? So they're showing up and they're executing on their end and Doing what they promised and delivering value. And at the end of those five days, then they open up their sales. And they try to upsell them, they make an offer. So figure out the wants and needs, solve a problem, execute and deliver, and then make an offer, send the user up the ladder. So guys that all, this is all from just me returning some from Amazon, and you can apply to any business in the world. Guys, just start thinking outside the box, try to just understand this, you know, it's just, it's possible you guys can do this, right? It's not that hard. And this is hustle. This is just hustle. That's why like a lot of the affiliate businesses, it's hustle, right? Understanding, like the needs and wants and how to do it, but it's hustle, right? You don't have to come out of pocket and spend 1000s and 1000s of dollars, right? When I started my business, I hustled. I worked my butt off. I understood the concepts, strategically, that's why I get so excited because I can I feel like I could do like 25 different businesses at one time. If I wanted to start a business tomorrow, I can kind of start thinking about it in this way. What I want to do, who do I want to... Who don't want to sell to blah, blah, blah, blah... Right? And I got to figure out all of those steps that I just described to you, guys. I hope this was helpful. You have any questions or comments, you know, comment below. If you want to shoot me a text, I have a text community, 917-636-1998. Shoot me a text! If you have any questions, if you want to just get a better understanding of how to do this, right, ask me! I enjoy it. I actually love helping people. It's like fun for me. This is why I'm doing all this stuff. Like I the satisfaction I get by like talking to somebody, and then they all of a sudden start to understand what I'm saying. I mean, I could talk to you for hours. I can go on for hours here, because I love it. It's just so much fun. And, you know, it's just, it makes sense. And remember, it's got to be a win, win win. Everybody's got to win, right? The customer's got to win, you got to win. The advertisers got to win. If you're the advertiser, you win. And the publishers got to win. The customer's got to win. Win, win win. So with that said, I appreciate you guys listening, I hope I added some nuggets into your head to start thinking about your business and how you can go about doing this with either your existing business, or you want to start a new business. Right? So with that said, I'm out, be good. And see you on the next one. Boom! Thanks for being here. Bye.
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