Rylee Meek is the host of the Sales Conversion Podcast and founder and CEO of Social Dynamic Selling, which turns dinner seminar marketing into a science. After responding to an ad on Craigslist in 2009, Rylee was introduced to a new way of selling, radically changing his life forever. Having just $673 in his bank account and a burning desire for more, Rylee went on to produce over $125 million in sales.
Now that he has perfected his model, Rylee is sharing his learned wisdom. In today’s episode, we’re going to discuss Rylee’s entrepreneurial journey to learning the social dynamic selling method and we’ll dive into how to use this method.
Rylee’s Entrepreneurial Journey and Learning to Sell to Groups
Rylee grew up in a town of about 1,000 people in South Dakota. When he was 15, he wanted to save up for a car, so he got a job at the local gas station making pizza for minimum wage. After working one eight-hour shift, he decided he never wanted to do that again.
There weren’t a lot of entrepreneurial examples or mentors in his hometown, so Rylee had to seek them out. He drove up to Minneapolis, Minnesota, once a month to attend success workshops to learn about entrepreneurship, sales, marketing, personal development, etc. He soaked it all up, learning as much as he could.
Looking back, Rylee realized that every time he was able to level up in his career was by looking for the fruit of other’s labors. His closest friends from high school had no fruits: they only went to school and drank beer afterward. Rylee didn’t want that to be his whole life, so he sought out mentorship, put himself in better circles, and hired a coach to help him have better fruits.
After high school, Rylee moved to the Twin Cities area and started some sales jobs. He was planning on going to school to become a chiropractor, but he realized if he did that, he would spend years getting into debt and still have to start a business as a chiropractor after that. He was making a decent amount in his sales ventures, so he decided he was going to be an entrepreneur.
Through the process of pursuing that dream, he was introduced to the concept of selling to groups of people instead of selling one-on-one. Now, we see this concept much more with things like webinars and virtual summits, but back then this was a newer concept. Up until then, Rylee had only done one-on-one selling that would often take several hours for one presentation to one person.
He started using the group method in his first company, which sold residential insulation and grew into selling LED lighting and solar attic ventilators, among other things. They invited people to a free steak dinner to learn about how to save money on their utility bills.
At the time, Rylee was coming out of a failed business venture and only had $673 in his bank account and a credit card that was close to maxed out. More importantly, however, he had a burning desire for more. He knew he was better than what that bank account said.
He did his first event and made a few sales. Then he did another event and another until after six months he had made $2.1 million. He hired salespeople and expanded the business, and by the end of the next year, they had made $12 million.
Overview of the Social Dynamic Selling Framework
Rylee considers this concept of selling to groups to be his greatest home run. Before that, he had only been taught the old school way of applying pressure to get someone to buy something, a way that works less and less today. Selling to groups of people is more about creating an environment where people want to do business with us instead of convincing somebody to do business with us.
Using the concept of selling to groups, Rylee has come up with Social Dynamic Selling. In any situation—at a restaurant, at church, in a meeting, etc.—there is a social dynamic. At a restaurant, there are the servers, the host or hostess, the bartender, and the customers, and there’s a dynamic taking place in the conversations and interactions. Rylee has learned how to use this dynamic in his favor to create an environment where the people who’ve been invited are going to listen.
In this environment, we can take customers on an emotional journey, so at the end of it, if we’ve done a good job establishing ourselves as authoritative figures in our industry and someone who can fulfill a need they have, they are willing to ask more questions or set up a one-on-one appointment depending on the product or service.
“People want to do business with those that they know, they like, and they trust. If they know you, they like you, [and] you’re creating an environment where they can trust you, naturally . . . they’ll at least be open to the possibility of doing business with you,” Rylee said.
Half of the work of selling to groups should be done before the event. When we’re planning this, these are the three things we need to think about.
1. What are we selling?
We need to know what we are selling. This means the physical product or service, but more importantly what is behind that product or service. If we sell pain relief medication, what is the benefit of that product? Comfort. What does that comfort allow our customers to do? Spend time with their loved ones without pain. What can they do when they spend time with their loved ones? Make lasting memories.
In this case, we are selling much more than pain medication. When we know what it is we are really selling, we will be able to construct our message to our audience better, and they will be able to see the real benefits of whatever we’re selling.
2. Who are we selling to?
Once we know what we are really selling, we can identify who is going to buy that. We can narrow in on the client avatar. Who are they? Where do they shop? Are there geographical restrictions? Do they have to come into the clinic to get this medication? Do we need to go to them? All of this will also come into play for crafting our message.
3. How do we invite them?
After we know what we sell and who we sell to, we can decide the best way to invite these people. Are our customers tech-savvy? Should we use an email? Or would direct mail be more effective? Whatever the case, we need an invitation that speaks to them.
At the Event
By the time we get to the event, half of the work is already done. They’ve accepted the invitation and shown their interest in whatever we’re selling. Now we just have to follow through by becoming the ringleader, educating, being relatable, and appealing to logic and emotion.
Whoever is hosting the presentation, whether it’s us or someone from our sales team, needs to step up to be the ringleader in the social dynamic. Then our audience will know, like, and trust us.
Our presentation should educate the audience about our products and services. We want to teach them enough that most of their big questions are answered. However, we don’t want to bore them, so we need a mix of education and storytelling. By telling stories, the audience will relate to us and this will make them like us more.
Telling stories also allows us to connect with our audience on an emotional level. We can target those heartstrings and show people what it is actually like to work with us and buy our product. Rylee said, “Every single buying decision is an emotional decision.” It does need to be backed by logic as well, so there is no buyer’s remorse or so they don’t feel like they were tricked, but we should be appealing to the emotions behind their decision in our presentation.
Thank you so much Rylee for sharing your stories and insights with us today. Here are some of my key takeaways from this episode:
1. If we want to level up, we should look at the kind of people we are surrounding ourselves with. Are they the kind of people that will help us reach our goals?
2. The social dynamic selling method creates an environment where people want to do business with us.
3. By telling stories, our audience will relate to us and this will make them like us more.
4. When we are preparing for an event, we need to think about what we are selling, who we are selling to, and how we should invite them.
5. At the event, we must become the ringleader, educate, be relatable, and appeal to both logic and emotion.
Connect with Rylee
To learn more about or connect with Rylee:
- Connect on LinkedIn
- Visit his website at RyleeMeek.com
- Visit his company’s website at SocialDynamicSelling.com
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