Pillar 2 Q&A :

Getting them to show up

Peng Joon Chan: Before we move on to the next step, I would like to hear what you learned, your
biggest takeaway and if you have any questions. Let's start from this side right
now. James, we can just start with you.

James: You're like a man after my own heart with these processes and systems. It's like
you're speaking my love language, man. I think the physical products, the
[00:00:30] welcome gifts, is a pretty big aha and I think that's super cool as well as the pre-
training and everything leading up to it. So no questions, just awesome.

Speaker 3: I really like just your ... We're kind of struggling right now in our business with
just getting testimonials from users. We're kind of in the multilevel marketing
space and trying to get that out of people and how we can influence them, so I
really like your follow-up on hitting them with different points and selling them
obviously first before doing. So I really liked how you touched on that, so thank
you for doing that.

Peng Joon Chan: Cool.

[00:01:00]
Speaker 4: I thoroughly enjoyed hell island and heaven island. That was really cool. And I'm
actually selling ... We have an event half sold out that's many months away that
we did start selling early and I'm hitting myself in the head wondering why I
didn't this autoresponder drip campaign to the people that are in, so I'm going to
immediately implement that when I get for the remaining months. So, thank you.

Speaker 5: Too many things to mention but I have a question and then a couple of ahas and
[00:01:30] maybe a share that can add to some of these if that's okay. So the question is
about ... I forgot the question. It'll come back to me. I'm older than you all, so
just be patient. Okay. So aha, the physical package. Oh, that was my question.
The physical package. Do you do that when you do the success resources events
as well? Give them a physical package to take with them.

Peng Joon Chan: 100%, so important.

[00:02:00]
Speaker 5: Okay, perfect. Okay, so important. Perfect. Okay. So that was the question. With
regard to getting discounts on hotels, if I can share some stuff. A lot of times, we
get hotels for free in addition to getting discounts, so ... And are you going to
cover that already or ...?

Peng Joon Chan: No, go ahead. Explain, yeah.

Speaker 5: So two things you can do to get hotels for free, even if you have a big venue, is
you can negotiate a free meeting space if you do food and beverage. Right? And
that way, you're spending money on something that the audience can feel, not
[00:02:30] something they don't ... They're already coming to your event, so they're not
going to ... So that's one way you can do it.

[Event Codex] Pillar 2 Q&A - Getting them to show up

 The other thing I would recommend to all of you is become a member of a
country club. I'm a member of a country club. I've got a live event coming up at
the end of June and it's not a huge event but even if I wanted to do an event
every week at my country club, I could do that for free. They don't charge you
anything as long as you do food and beverage. And don't make the mistake of
thinking that you have to do food and beverage for everybody who comes. I've
[00:03:00] gotten free hotel rooms and done events with 100 people and got the room, the
whole venue for free and then I said I'm going to do a lunch for 15 people. But
then I would sell the lunch as a VIP leadership lunch for $150, so 15 people
would pay for the ... And that would pay for the whole meeting space. So just a
little in a side that will help you get some free meeting space. So hopefully, that's
helpful.

Peng Joon Chan: Thank you.

Speaker 6: Thank you, [Myran 00:03:24]. I feel like I'm sitting next to two geniuses over
here. One's going [inaudible 00:03:28], the other one's right next to me, so it's
[00:03:30] great. Question for you. We've done about six events now. We haven't been able
to lock down where ... We do food and beverage, we do hotels. How do you get
the hotels to ... We usually get the room free kind of with the food and beverage,
but the food and beverage is like a cocktail reception and a dinner, anywhere
from $20,000 to $40,000 or something like that, right?

Peng Joon Chan: Yup.

[00:04:00]
Speaker 6: How do you get ... The stuff I saw was international so I'm just wondering. Have
you done some stuff in the US and been able to ... How do you negotiate those?
What kind of hotels do you look for?

Peng Joon Chan: So what my team does is they will commit to certain room block and with the
room block, obviously with the nicer hotels, they will require more rooms. But
with a lot of different countries, if we can commit to ... Well, depending on the
size of the room. And prove to them that people will be coming in and they're
[00:04:30] going to be getting business from their food and beverage, from their hotel
lodging, that's when they will significantly decrease or even give out the room
venue for free because we commit to a certain block. And make sure that people
are actually booking with your link.

Speaker 6: Right, got that. So you're leveraging the room block and are you paying from the
attrition in case it doesn't fill up?

Peng Joon Chan: That has not happened before and there has been, I think, two instances where
[00:05:00] we didn't fulfill the room block but they waived it anyway out of goodwill. But
yeah, we'll-

Speaker 6: How do you come up with your number for your room block?

[Event Codex] Pillar 2 Q&A - Getting them to show up

Peng Joon Chan: Shu Yiing, you want to answer that question? I think she's the best person to-

Speaker 6: Yeah, sure.

Peng Joon Chan: ... answer that question.

Speaker 6: I'm just curious because if you've got to pay for the attrition, how do you figure
that?

Shu Yiing: Yeah. So what you would do usually when you get a quotation from the hotel,
they will definitely say you have to block 50 rooms, right? So I usually halve it.
Whatever number they give me, I'll just halve it. I will say, "I will commit to 20
[00:05:30] rooms, but I'm not going to commit it under my company's account. We are
going to get a link, the participants going to pay on their own." And in that case,
even if you don't sell all the rooms, then you will negotiate with them because
it's not charged to your company account. And on top of that, what I will usually
do is the moment I sign the contract, I'll let them know I will only sign the
contract if you give my speaker the free room, complimentary room. I always get
[00:06:00] him complimentary room for six nights. And then if we fulfill the 25 or 20 rooms,
we get another free room. So you have negotiate all that before you sign your
contract.

Peng Joon Chan: I think there's one thing I would like to Shu Yiing to add is how we get hotels to
bid with each other. There was a time when we did an event and we purposely
laid their interviews ... We got them to come to our office and we purposely-

Shu Yiing: No, we didn't get them to come to our office. Okay, so-

Peng Joon Chan: Okay, yeah. Go ahead.

[00:06:30]
Shu Yiing: ... So once a year, we do our retreat, so we will usually do it in resorts. And this
guy is a fan of Starwood, so we'll go to either one of the Starwood's hotel. But
what I will do is I will always make sure the team get quotation from at least 25
to 30 hotels. It doesn't matter how big the island is, they have to just get it. And
with the quotations that we get from the hotel, I will get them to give me a pre-
contract kind of thing of how much they are giving and I'll negotiate with three to
[00:07:00] five hotels to get it down to ... If let's say my budget is say $5,000, the hotel
quote me $15,000, so I will choose three to five hotels with lower rate, I will
negotiate with them to get maybe $4,000 to $5,000. Then, I'll use those contract
to show the other hotel that the rates are really competitive like you have to do
something better. But in this business, you can't really reveal out which hotel
[00:07:30] give you how much. So one of the example of an event we did was we got
Westin and Shangri-La, both really huge chain to want our business.

So I will always tell my team that you have to just sit back and relax, don't worry.
And when you worry, they can smell you from a mile away. Just don't worry and
always think that it's going to be fine. If we can't go to Phuket, we'll just go

[Event Codex] Pillar 2 Q&A - Getting them to show up

[00:08:00] somewhere. We can just go to Bali or wherever, right? So what we do is we are
just so chill and because we always use third party authority ... My team, they
will have ... First five emails, they will say that, "Oh. But my manager said this ..."
But you don't really want your team to constantly be like, "Hey. But this hotel
said this." Right? So you come up with five email sequence, the standard
template reply that they will reply and then if they don't meet your budget or
[00:08:30] give you the quotation that you want, what you will get your team to do is they
will send the final email and say, "Look. I really want to finalize the venue this
week and I would love to present your hotel to my manager. I really need to hear
from you. Do you want our business?"

So when we throw it to them like that, now they get panicked. And salespeople,
at the end of the day, they need to meet their quota and if they don't get your
business, if they don't sign you on for $3,000, it'll be zero. Right? That's how I
[00:09:00] always think. And eventually, they always cave in and they always give us what
we want.

Speaker 6: And the hotels you do three, four, five star?

Shu Yiing: Westin, Sheraton.

Speaker 8: [inaudible 00:09:10] five star.

Shu Yiing: Yeah, all five stars.

Speaker 6: And then any particular dates? Do you try not to plan around times where you
know it's going to busy, more than other dates?

Shu Yiing: So we are Chinese, right? And in Malaysia, we have this thing called Ghost
Festival where people don't get married, so I tend to squeeze the whole month
[00:09:30] during those kind of period or if it's during January, then I'll go for convention
center instead of hotels. Yeah.

Speaker 6: Got you. Do you guys do a lot of US ones too?

Shu Yiing: No. So we do in Asia, Europe, London, Germany, Amsterdam, Brazil, Japan.

Speaker 8: You get the same result in Europe as well?

Shu Yiing: Yes.

Peng Joon Chan: Yes.

Shu Yiing: Yes, everywhere. In Europe, in fact, we only pay €1,000 for a meeting room for
80 people a day.

Speaker 6: Wow, that's awesome.

[Event Codex] Pillar 2 Q&A - Getting them to show up

[00:10:00]
Shu Yiing: Yeah.

Peng Joon Chan: I think a really important piece in negotiating for hotels is the third party
authority. That is so crucial. Because if you are starting out and you're emailing
the hotel yourself, it's hard to negotiate something as first person. So you got to
create a third party email and call this person whatever pen name you ... [Tony
Sanders 00:10:22], right? "Hey. This is Tony Sanders." Right? And just negotiate
[00:10:30] on your behalf because then if anything happens, you could actually say, "Oh. My
manager doesn't approve this." And that's so huge when it comes to negotiating,
third party authority.

Speaker 9: Why don't you guys have an events manager like an outside company to handle
this whole thing for you guys?

Peng Joon Chan: Great question. So first of all, I know in US there's a lot of great companies like
SAGE Events who does all these different things. But I think it's because when we
started out from nothing and we kind of ironed out all these different things
[00:11:00] now, there's really no reason for us to use a third party events company which I
actually feel they'll probably not do it as well as we did it. Because they wouldn't
understand the little things, they wouldn't understand energy, importance of
music. They wouldn't understand the upsell and all of that. And because we've
been doing it right from the start, so many years, that's the reason why we don't
do it anymore with-

Speaker 9: Got it.

Peng Joon Chan: ... events companies.

[00:11:30]
Speaker 9: I'm looking at our numbers and we commit to the room blocks and we do the
F&B, and still way higher than the numbers that I'm hearing here, and we have
an events manager also that we pay, so I'm thinking maybe I should just follow
this and just do everything myself. Do you recommend that?

Peng Joon Chan: Is that what you will recommend, Shu Yiing?

Shu Yiing: Yeah.

Peng Joon Chan: Yeah.

Shu Yiing: So when we started, I did everything on my own. Seven years ago, I was
practicing as a lawyer, so I literally printed all the workbooks and I just run the
[00:12:00] event. It was just the two of us. I don't release ... If you do five, six events a year,
I don't ... I mean it depends on how big your events are and what are your
processes. I would prefer having an events manager in-house because like our
processes, if you look through the book, on top of just the logistics, finding the
[00:12:30] venue and the printing and all that, we also do call up all of our participants to

[Event Codex] Pillar 2 Q&A - Getting them to show up

 make sure they're well taken care of. So if you were to outsource the event
planning part to a third party, there's still a lot of little things that you have to
take care of in-house. But if you have a right system, you have a checklist for
them to follow for every single item, you don't have to worry about it. Like today,
I don't run any of the events anymore. With the checklist, it doesn't matter when
[00:13:00] the event manager ... If they're on leave. Somebody else can take over in the
team because the system is good and you know that it's all taken care of. Yeah.

Speaker 9: Got it. Okay, thank you.

Speaker 10: Peng, this is amazing. Thanks, man. Back to the physical product that you give as
a welcome gift. This is when they buy, they sign up for the event, right?

Peng Joon Chan: Yes.

Speaker 10: And I wasn't catching it. They bring this with them to the event?

[00:13:30]
Peng Joon Chan: So let's say you conduct a ... You speak in somebody else's platform and you're
given 90 minutes to present something. One thing you definitely want to prepare
with you is at least 10% of the entire audience size, these welcome gifts. So that
when they sign up, they get something instantly which a couple of things
happen. Number one, it doubles down as social proof like fear of missing out.
There's all these people having it and I don't. And number two, it also creates an
excitement and your stick rate is going to be a whole lot higher and the odds of
[00:14:00] buyer's remorse is going to be much lower.

Speaker 10: So it's not necessarily that you're closing more after people see all these things
going around because you don't have another opportunity to sell them really. It's
just that-

Peng Joon Chan: I would say that your closing rate would improve slightly because of this thing in
place.

Speaker 10: Okay, all right.

Peng Joon Chan: And that's where you can kind of incorporate your pre-training in the box as well.
You got to say something like, "So one of the reasons why it's six months away,
three months away, is so that you can start your training right now. The moment
you go back home, you can open this box. This training begins immediately."

Speaker 10: Cool. Okay, thanks.

[00:14:30]
Speaker 11: I just was thinking about when you said pre-train before receiving products and
then follow video series. Outside of events, just being an eComm business, I was
like, "We should do that when they order."

[Event Codex] Pillar 2 Q&A - Getting them to show up

Peng Joon Chan: Yeah, for sure.

Speaker 12: You just gave me permission to give value on the products that I continue to give
[00:15:00] my people. So I just created a whole ClickFunnels checklist on eCommerce and I
was like, "You guys realize the value of this?" But then I'm like, "Oh. Maybe I
shouldn't be saying this." But I totally should.

Peng Joon Chan: 100%.

Speaker 12: So thank you for giving me permission because you're right. I was foaming at the
mouth for this. Is that the right ...?

Speaker 11: Yeah.

Speaker 12: I really wanted this so bad because you gave the value on it. You just knocked it
out.

Speaker 13: [inaudible 00:15:21].

Speaker 12: Yeah. [inaudible 00:15:21].

Peng Joon Chan: Just to add to that, the first time I saw somebody else do it was from Joel Bauer
[00:15:30] who's an amazing speaker, friend that taught me a ton in the speaking market.
And one of the things I saw him do seven years ago was this. He had to give out a
brochure and I think it was from T. Harv Eker or something, to kind of ... Because
there was some JVing going on between them. So one of the things he did was
he was giving a brochure promoting a T. Harv Eker product. Just imagine that for
[00:16:00] a second, right? So in this room, he was ...

So what would a typical speaker do? They would give out this brochure and they
will need to kind of create a reason onto why they're sending out the brochure,
but here's what he did. He presented Harv as a master speaker, marketer that
has perfected copywriting, wordsmith and then he says, "How many of you
[00:16:30] would like to discover copywriting done right where you'll have something to
model the exact words, the structure of the offer?" So what he did was he sold
them, the room, on why they should be reading a brochure that he was
obligated to give out but he presented it as an opportunity for the audience. And
when I was sitting down there, I was like, "This is brilliant." Right? So that was the
first time I kind of understood it when I saw somebody else do it.

[00:17:00]
Speaker 12: Okay. I have another question. When you do your refunds, you said you'll do
seven parts. Is that seven emails that you send them?

Peng Joon Chan: Seven emails with videos, yes.

Speaker 12: Okay. Can you go just a little bit deeper on what you do in those seven?

[Event Codex] Pillar 2 Q&A - Getting them to show up

Peng Joon Chan: Okay. So I will again just answer objections as to why they're not crossing over.
So it's always, again, a mix of these things. It could be vision of heaven, pain of
the present, different objections. So I would cover different objections. But most
[00:17:30] of all, all those videos is just coming from the angle of, "I want to be able to gift
this training to you." And I will give them some sort of lead magnet just to show
them that even though they've canceled, they're still getting all these gifts from
me, but if you do decide to change your mind, you can contact us through this
email. So it's just answering objections, giving them value, no strings attached,
but if you change your mind, this is the number to call.

Speaker 12: So do you make them go through all seven before you refund them or-?

[00:18:00]
Peng Joon Chan: No. We refund them immediately because we don't want to make them jump
through hoops, but if they change their mind, this would be the number to call.

Speaker 12: Perfect. Thank you.

Speaker 13: I got 20% of those [inaudible 00:18:08].

Peng Joon Chan: Yeah.

Speaker 14: Okay. I have a few questions. How much do you recommend charging for the
tickets? I know you said to include it which we do that, but do you also sell
tickets outside of that and how much are they?

Peng Joon Chan: Yeah. So what I would do to package our products is ... So we sell our online
[00:18:30] course for $2,000 but we waive the ticket for our live event and we charge them
a $97 materials fee for two tickets.

Speaker 14: You don't sell tickets outside of that at all-

Peng Joon Chan: No.

Speaker 14: ... like separate?

Peng Joon Chan: No.

Speaker 14: Okay. So you-

Peng Joon Chan: I package it with the product itself, but I do that on stages. So in the online offer,
I don't do that but on stages, I do offer just the ticket.

Speaker 14: Okay. So in the webinar, it's for a course that includes the ... Got it.

[Event Codex] Pillar 2 Q&A - Getting them to show up

[00:19:00] Yes. Because what I do is, online, when I have the offer online, let's say I'm
Peng Joon Chan: speaking in Germany, then what I would do is I will switch on my auto webinar
funnel for the people that's living in Germany, so I'm running the ads targeting
people who live in Germany. At the same time, again, I don't want the objection
to be, "Oh. I can't make it to the event." And therefore, they don't sign up. So
they still have the online course, but if they can make it to the event in the
Germany that's happening then, then they can just pay the extra materials fee of
$97.

Speaker 14: Okay, cool.

Peng Joon Chan: Yup.

[00:19:30]
Speaker 14: Maybe I'm just misunderstanding this but that book that you showed us, are
they getting that on their chair or is that getting mailed to them once they buy
the ...?

Peng Joon Chan: No. So my team would actually bring that over. So for the people that sign up at
the event where I'm selling my live event, they will actually receive this so they
can start their training right away. So they receive it-

Speaker 14: Okay. So it's getting mailed to their house.

Peng Joon Chan: No. They receive it-

Speaker 14: Sorry.

Peng Joon Chan: ... at the event itself.

[00:20:00]
Speaker 14: Okay. Got it, got it. I was thinking ... Anyway, I know someone who is going to a
concert and they bought these VIP tickets and they got mailed something
physical like that before the event and they posted it all over social media and, I
don't know, I thought that was kind of smart too. So I don't know if you've done
something like that but ...

Peng Joon Chan: No. I normally give the physical product at the event itself.

Speaker 14: Okay. Just-

Peng Joon Chan: So same thing like ... This physical product is not just at the front-end event, it's
also for the back-end event. So let's say you fulfill the two-day course and if
[00:20:30] you're selling some sort of coaching program, your conversion rate will be a
whole lot higher if you gave them a welcome gift there and then. Because then
what's going to happen is ... Let's say you're doing your fulfillment event, there's

[Event Codex] Pillar 2 Q&A - Getting them to show up

 50 people there. Other people are going to see that as well and that's social
proof. That's, again, all that. People see it and they'll be like, "I want that as
well."

Speaker 15: And this is prior. Also, a question. Where you get the thing that you hand out?
Where you [inaudible 00:20:58]-

[00:21:00]
Peng Joon Chan: The box. Oh, right. So a couple of things my team does is we actually source for a
lot of stuff from China. So they will source it from AliExpress and get a contact.
So all of our USB sticks, all of these printed material, they're all created in China.
We have a contact there that I can share with you guys.

Speaker 8: Yes.

Peng Joon Chan: We'll get it from them. Yeah.

[00:21:30]
Speaker 15: Great. Thank you so much.

Peng Joon Chan: Yeah.

Speaker 16: Okay. Peng, I think I must have the Peng Joon stamp of approval because ... I
don't know if you guys really know me but I'm one of these people who I'm really
not ... I'm a marketer. I'm not into spreadsheets, Trello. I don't keep any
checklist. I do everything organically by just how I feel every day and I'm noticing
that I'm already doing pretty much everything you're saying with retreats. I just
finished my 20th physician retreat. I've never paid for food or beverage or room
[00:22:00] or anything. I always get the place for total free and everyone else pays, my
participants pay. When they sign up, they get a physical product which I've just
been doing over the years and they also get forced into 10-weeks of pre-training,
which has been so popular that people want to pay for it separately so that my
$3,497 retreat, I actually broke it into a $1,797 pre-training which people can buy
separately and opt not to come to the retreat or they can pay the $3, 497. That
[00:22:30] also saves the problem with people needing a payment plan. Well, I'm just like,
"Well, do the pre-training. If you like it, you can add it on later."

And so it's been freaking awesome. No refunds and I highly recommend that you
make your pre-training so amazing that you can sell it as a separate product. And
people have told me, even just with the first session of pre-training, they've sat
and listened to it, 90 minutes. Well, it was almost three hours of me talking. They
[00:23:00] listen to it five times in a row. So anyway, just keep, I guess, reselling,
repackaging, monetizing. And thank you. And I did your ultimate testimonial
thing at the last retreat.

Peng Joon Chan: I saw it.

[Event Codex] Pillar 2 Q&A - Getting them to show up

Speaker 16: And got about 200 testimonials and it's all because of you. Thank you.

Peng Joon Chan: Nice.

Natasha: All right. So while you were waving this thing around, I was like, "Oh my God." I
was about to pull my credit card out and then I was like, "He's going to totally
give it to us." It was amazing and I'm so excited to do this and figure out how to
[00:23:30] implement it. And then also in events past, years and years ago, we used to do a
pre-training and you just totally resold me on why I need to do it again for our
upcoming event, so I'm really excited about that.

Speaker 18: And when she was passing these things out, [Natasha 00:23:45] said, "We only
need one." I was like, "Are you crazy?" No, we don't. We need two. If you build
up all that angst about getting it, I want it. The other thing is I can't wait to get
[00:24:00] the box idea for our high ticket sales. Last year, we did an event and I would have
loved to have had people drooling over those boxes.

Natasha: What are you ... We had gorgeous gift bags. What are you talking about? We
want a box. We want a box. That's awesome.

Peng Joon Chan: Nice. Okay, guys. So before we break for lunch, what I'd like you guys to do is just
get a partner, share with your partner what you learned and your biggest
takeaway, something that you can implement in your business immediately, as
soon as you leave this event. Just take five minutes to do that and then after
that, we'll break for lunch.

[Event Codex] Pillar 2 Q&A - Getting them to show up