Transcription
I spent $2,253.31 buying this cash register. Partially for me, but more so for you, cuz I wanted to share with you guys the story behind this company, this brand, because it's probably the greatest sales story that I've ever heard of.
People always tell me all the time like, "Russell, I've been to Funnel Hacking Live. I see the energy. I see people jumping around." But if you would have realized what this guy did, John Patterson, back in the early 1900s, he filled stadiums full of salespeople, motivating and training, and then sending them out across the country to go sell these cash registers. Now the time you think about this, nobody had a cash register back then. So they went in and explained like why you'd even need one, why you want one, and then selling these huge machines to companies all across the country. What he did is one of the coolest things in the world.
So that's why I started collecting everything I could find from John H. Patterson who was the pioneer who actually person behind National Cash Register. You guys see how it works? All you do is you pick the letter money $16 $6469. Turn the P Boom. That's how a cash register works. Put the money in. So, this is one of the original national cash registers from the early 1900s.
The story about John Patterson is really fascinating. He was just a a regular business owner. He owned a cold company. And he had this like suspicion that people were robbing like his employees robbing from him. He didn't really know. So, he bought his very first cash register. Within a very short period of time, he realized that people were actually stealing money from from him. The cash register stopped that. And he was like, "I love this. It's a concept." And he's like, "Every business needs this." And think about it back in the day like this wasn't a known concept. People didn't know about cash registers. Like nowadays it's like every company in the world has one, right? Back then no one did. So he had to go and build an entire market from scratch. He had to build an industry. He had to convince people they actually needed this thing, right? He was able to show his case study, his testimonials like here's how much money saved me. This is why you need money in your business.
First off, he figured out how to craft that messaging, right? Which reminds me like when we launched Clickfunnels initially 10 years ago, like 10 years ago, nobody knew what a funnel was. It wasn't a concept in people's minds. wasn't something where people were sitting, how do I build a funnel today? Like we had to build an entire industry, which is why I feel like I I relate so well to John Patterson is like he had this thing. It worked for him and he was trying to like convince the rest of the world they needed this thing. Same thing is true with me. Like I had used funnels for my potato DVD and for the products I was creating back when I was in college and I was coming out like how do I convince the world that they need this thing that I know is very vital. It changed my life but most people have no idea what the term even mean. So I love that part of it.
Then the second phase, what John Patterson did was the coolest because it wasn't just him going and selling doortodoor. Like he did out at first to like figure out sales pitch and how it all worked, but he was a great systems guy. Like he said, "Okay, if we're going to do this, like we got to create a system and build sales teams." And so what's fascinating is he was the very first person ever in the history of the entire world to build sales teams and give them systematic training and like step-by-step processes and tools and like bringing people in and like the entire sales strategy. He was the first person to ever do this, pioneered it.
What's crazy is that at the peak national cash register or what they call NCR, they would do these huge events. They would fill huge stadiums full of people. People were sales people and they would motivate and they would train just like funnel hacking live. And what was fun for me as I studying John and like just really understanding the story to figure out like what are the things I can be using for this story that implement our business. I would look at these the stories of these stadiums and he would do awards for people. I was like, "Oh, I wonder what the awards look like." So I went on eBay and I actually found an award. When I saw it, I was like, "Oh my gosh, this guy's like literally cut from the same quad as me." It looked just like a two comic club awards. I'm going to show you guys this award. I was able to buy this for a little over $500 on eBay. But this was one of the awards that he would give out to a salespeople, right? So, it wasn't just like go sell some stuff, but like they did recognition. They brought people on stages. You see the word here? It says presented to MSA by the National Cash Register Company, Dayton, Ohio. 125% of quota in June, July. So, the first thing they're quota, they got this thing up at the top. It's got the guy's name. It's John Patterson, his name, his logo. But this was like the original two comic club awards, right? There's a little cash register down here. But they were using these same things to train and to motivate sales people, get them to go out there then and start selling across the country.
He was also the first person to go and say, "Okay, I have these sales teams of people. We're going to go and we're going to break up each of the cities into different locations and give people certain access to like just this area and this area." Like making area exclusive program where people at different areas they could go and then send these people out. And what's crazy, I was reading the stat. By the time John Patterson died, he worked all the way up to like his death. Him and his company had sold over a million cash registers in that time, which is insync. Pre- internet, pre all those kind of things.
A couple of the stats for me that are really fascinating. He was the first person to ever have formalized sales training. He was the first person to have standardized sales scripts, territories, and quotas. He also had full-time copywriters were writing sales letters, brochures, and demos they would send out to the areas before the sales people would show up. He was the first person ever to do a door-to-door like scorched earth approach where they would send everybody out and just see if they could knock every single door in the area and they just blanket the entire city by city all across the country. During their live events, they would have parades, bands, public recognition, like all sorts of crazy stuff. They had all these things he would drill in their heads. Like one of their mantras, everyone said, kind of like my mantra for all of our Click Funnels funnel hacking people's always been you're one funnel away. You're one funnel away. Like one of their mantras was that the sale is not complete until the machine is in use. The salesperson didn't just sell it. For the sale to be complete, they had to get people actually using it, consuming the product, plugging in, and actually using it.
One of the questions people ask like, "How do I apply this to my business?" And there's two ways I see it. Number one is I know a lot of you guys have sales teams, right? If you have a sales team, type sales team down in the description comments down below. Uh or number two is you have affiliates who are selling your products, which are also like a sales team, right? So either way, I look at these things like these are the same ways you can motivate and train affiliates, right? The same way you can motivate and train your actual sales teams. And so a couple things in the first 10 years of Click Funnels, we paid out over $200 million in commission. What we did is we immobilized sales team. We get got them out there selling our products and our services. We had specific sales awards just for our affiliates, right? We had dream car contests. It's like when somebody would sell 100 active people into Click Funnels, we would pay for the leads on their dream car, right? So it's like we had those incentives for our sales people. They got to come on stage and actually get an award with me. It wasn't just the people winning two common club award. It's also for our affiliates, right? So for you it's like do you have an affiliate program? If so, how are you motivating? How are you training? What kind of awards do you give them?
Found a bunch of these different sales booklets, right? These booklets were all there to train the sales people on the scripts and the tools and the way to promote things. The question is like if you have an affiliate, like what tools are you giving them? Right before I record this video, I was actually in my office and working on a new product called affiliate boot camp. And inside affiliate boot camp, what we're literally doing is for every one of my offers, we're giving them like here's the offer you promote. And that's where most people stop in their promotion, right? For us, it's like here's the offer. And then on top of there said, "Okay, here's the emails sent out. Here's the places to buy ads. Here's the actual banner ads. Here's the videos you can use to go clip and post on social media." We're giving them every single tool, every single script, every single thing. All the ads that we're running that are profitable. We're giving those ads to people so they can model us, they can copy us. It's not just like putting out there, hey, you should promote my product and hope for the best, right? It's actually training your people.
Yesterday, we had a guy named Tommy Melo here who is in the office. We did a really cool podcast interview with him and he built his company. It's A1 Garage Doors, like literally garage door company. He's built that company over $350 million a year in sales. And the way he's done it is he focuses all his energy, all his attention on building out his sales team. When someone joins his team and they want to sell for him, they have to move to his location. He bought a hotel next to his office or apartment complex next to his office and the guys actually move there for 30 days and they live with them. They do training with him that every single day they're practicing. They're role playing, right? And so he sales people. They spend 30 days with him learning these things before he sends them back out in their local area to actually start doing sales. So you look at someone like Tommy, he's using the exact same principles that John Patterson is using. If you would asked me ahead of time, like how much think the average garage door company makes. Like maybe, you know, 500 600 grand a year. It's like $350 million a year he's doing. And his sole focus is on training the sales team. John Patterson's sole focus on training the sales team. When we launched Clickfunnels, our sole focus was training the affiliates, training our internal sales team. It's like if you spend as much time and effort on training your internal sales team or your external affiliates as you do, you know, selling your products, your services, you will get so much growth and application because everything you're doing now. You write a sales script once, it's not just for you, it's for you. It's for your sales people. It's for your affiliates. And it can grow and grow from there.
If you're thinking more and more about, okay, first off, I got to learn how to sell so I can train a sales team or I got to learn how to sell so I can sell my affiliates. Um, I want to encourage you to come to my 3-day selling online event where we teach you the systems, the scripts, the processes to actually be able to sell. You can take those things and use them to train your sales team. In fact, when we first launched ClickFunnels, I perfected sales a one to many sales presentation. We built an entire sales team that took that went on the road. We sent people to events. We sent people doing webinars all across the country, all across the world doing events for me, duplicating myself by taking my one to many presentation and training a sales team. Okay, we'll show you exactly how to do that. Or number two, if you're like, "How do I train our affiliates?" If you can give them a webinar or sales presentation that converts, again, the sky's is the limit. So, if you want to learn how to sell the way that I sell, all you got to do is click the link down in the description, go to sellingonline.com, and register for our next event, which is coming up very, very soon.
So, I hope you guys enjoy the story of John Patterson, the National Cash Register. Now, you know exactly how it works. I'm going to charge you $39.78 and put it in the safe. Thanks so much, you guys, and see you guys on the next one.