Expose and Close: How to Successfully Promote Your Brand – Charlie Cina

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Every business owner knows that exposure to their product or service is crucial in generating consumer interest, but how do you turn that interest into sales? ASBN’s Jim Fitzpatrick recently sat down with sales expert and marketing consultant, Charlie Cina. Charlie has mastered sales with huge Las Vegas projects like the Wynn Resorts, Palazzo Hotel, and the MGM. In addition, Charlie has worked with top speakers like Tony Robbins and Les Brown.

VIDEO TRANSCRIPTION:

Jim Fitzpatrick: Charlie Cina, thank you for joining us on the Atlanta Small Business Show.

Charlie Cina: My pleasure. Thanks for having me.

Jim Fitzpatrick: Sure. So for the people that are viewing us today that are not as familiar with the Charlie Cina brand, tell us a little bit about yourself and the companies that you’ve been working with.

Charlie Cina: Yeah, so, I’ve been an entrepreneur, business owner, or I’ve been in high-level sales my entire life. Utilizing my expose and close techniques, I was able to sell into billion dollar projects like the Wynn Resort, Mandarin Oriental, Palazzo Hotel. And then about seven years ago, kind of by accident, I got involved in the virtual interactive training business where I empower speakers, trainers, and subject matter experts to essentially monetize their content online and offline. And again, utilizing what I call these very simple organic techniques, I’ve been able to collaborate and acquire clients like Tony Robbins, Eric Thomas, Les Brown. I don’t know if you’ve ever seen the show Bar Rescue.

Jim Fitzpatrick: Yep. Very popular.

Charlie Cina: John Taffer’s my client. So yeah, I kind of taken my 30 years of business acumen and put it into a marketing system where I essentially make sales easy for people that really don’t like to market or sell.

Jim Fitzpatrick: Well, let’s drill down on that a little bit. You’ve created the expose and close marketing system. Can you explain to us the steps of that system?

Charlie Cina: Well, I market, I promote, and I essentially advertise me and my brand on a daily basis. And I do it within a ten-foot radius of the people or opportunities that I have around me. So, if you ask me what I do, depending on who I’m talking to on the product that I’m representing, I have my power pitch down. So, instead of me just saying, “I represent a software company.” Right? I would say, “I empower speakers, trainers, and subject matter experts to monetize their content online, worldwide in three easy steps.”

Jim Fitzpatrick: Right.

Charlie Cina: So if I said I can do it for you in three easy steps, what would your response be?

Jim Fitzpatrick: What are the three easy steps or how quickly can you get started?

Charlie Cina: Right, exactly. So I would say to you, “Jim, I can teach you how to present, position, and profit.” My objective is to teach you how to present yourself in a way that’s unforgettable at the first point of contact. Position yourself in your space, right? Where you become the only logical choice. And then profit by taking your existing products and services, repackaging them, repurposing them to ultimately create multiple streams of revenue.

Jim Fitzpatrick: So for many of the small business owners that watch our show daily that have maybe twenty-five employees or maybe they have five employees. And they don’t have a designated corporate trainer or they themselves are so busy that they just can’t take the time to spend in the area of training and educating their people. What do you recommend for those size companies that just don’t have those resources?

Charlie Cina: Well, the first thing you can do, I’ll be releasing my book very soon, so I’ll take that as an opportunity-

Jim Fitzpatrick: There we go. Shameless plug, bring it on.

Charlie Cina: But again, whether it’s you finding a mentor, I can tell you hundreds of different subject matter experts that we currently have on the LightSpeed VT platform.

Jim Fitzpatrick: Okay.

Charlie Cina: Where we can train somebody individually online through the platform or we can train your whole company.

Jim Fitzpatrick: And for the people that are viewing right now that don’t know what LightSpeed platform is all about, it’s basically a training platform, correct? That businesses can subscribe to and get these different trainers available to them online and for their associates.

Charlie Cina: Right. So a lot of subject matter experts come to us like Grant Cardone. Like Les Browns, to say, “Can you help us monetize our content online?”

Jim Fitzpatrick: Right.

Charlie Cina: Then we virtualized them, get them in front of the camera, and essentially they talk to the camera as though they’re talking to a student.

Jim Fitzpatrick: Right.

Charlie Cina: Right? Or an entrepreneur or business owner, educating them twenty-four seven off any laptop, desktop, or mobile device.

Jim Fitzpatrick: Okay.

Charlie Cina: So whether you’re reading somebody’s book, whether you’re watching someone’s Webinar, or whether you’re going to a live event, you need to feed your mind with some type of new technique, word track, formula, system that you can implement into your business that’s going to help you generate more revenue.

Jim Fitzpatrick: And then again, how do they get their hands on your book?

Charlie Cina: The book will be released in the next 30 days or less on Amazon. And if I could be of service to anybody, you can go to exposeandclose.com. And it will give you a complete bio of myself and the services that I can help you with as well as the different people and clients that I represent.

Jim Fitzpatrick: Charlie Cina, thank you so much for joining us on the Atlanta Small Business Show. And perhaps when you’ve got the book launch, you’ll come back on and talk to us about some of the takeaways small business owners can have after reading the book.

Charlie Cina: That would be great. I’ll take you up on that.

Jim Fitzpatrick: Great. Thanks for joining us.

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