The Most Expensive Sales Mistake of My Life

See the picture below. That’s me on stage in London… making the most expensive sales mistake of my life.

Mike Cooch London sales mistake

Some lessons are painful to learn, and this was one of them. I’m here to help you learn from my mistake so you don’t make it yourself!

Story of London Sales

Early in my ‘Internet Marketing’ career, I had the opportunity to speak on stage at an event in London with the likes of Kevin Wilke, Jeff Herschy, and other great people.

I took it because it meant a trip to London and I had never been! And I was allowed to sell from the stage, which meant surely I would cover all of the expenses of the trip and then some.

It was a ‘no-brainer’, as they say.

When it was my turn to speak, I had no hesitation.

I’ve had to speak on stage countless times, and I knew I could impress the crowd with some of the insights I had to share.

I gave a good, educational presentation for a solid hour, and received a great round of applause at the end.

TONS of people came up to me to thank me afterward, telling me that they had learned a lot and that I really helped them.

Which was great.

But when I got the sales report at the end of the day, guess how many of them had bought my offer?

Go ahead… guess.

You probably guessed it.

Not one.


Zilch. Nada. Nothing.

I had flown all the way to London, gave a presentation in front of a crowd of hungry buyers, and SOLD NOTHING.

Based on the sales of others who spoke at the event, that was somewhere between a $20K and $100K sales mistake on my part.


I’m a pretty damn good salesperson. I’ve built my career on my ability to sell.

So how in the hell did I manage to sell NOTHING?!

I’ll tell you how.


I was a great one-to-one salesperson, but I had almost no experience with one-to-many sales… and it showed.

I had no frickin’ clue what I was doing, and I had no right to expect success.

The reality—that I learned very painfully on that trip—was that one-to-many selling requires an approach that is different from one-to-one selling.

I had spent years and countless hours studying and practicing one-to-one selling because that’s how selling was done early in my career, but the skills and knowledge did not transfer to a one-to-many sales pitch.

I blew it.

One-to-Many Selling is Now THE Business Skill to Master

I have always said that selling is the one business skill that every entrepreneur needs to master.

But the world of business has changed. Fundamentally and profoundly.

One-to-one selling is now limited to only the necessary scenarios. In all other cases, it is being transitioned to one-to-many selling to eliminate costs and create scale.

One-to-many selling is now THE most important and powerful business growth skill you can develop in your career as an entrepreneur.

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Selling from webinars, from the stage, through video sales letters, through long-form sales copy… These are all just forms of one-to-many selling. And they all require the same skills of message construction and offer presentation, just in different formats.

An Art and a Science

This was the mistake I made: assuming that one-to-many selling was the same as selling one-to-one.

I mean, selling is selling, right?! Nope. Not right at all.

There is an art and a science to succeeding at one-to-many selling that has been tested and verified by many of the best salespeople and marketers over the last several decades, starting with selling from the stage, evolving to infomercials, and now to webinars and online videos.

Nobody has perfected that art. But it actually boils down to a repeatable model (the science!) that is so easy to understand and implement. We just need to look at Russell Brunson to see proof of this.

Now look, you may argue that ‘X professional speaker is better than Russell’… or something like that.

I’m not talking about professional speakers! I have NO INTEREST in being a professional speaker, and I don’t think Russell does either! I’m talking about using this model to build a business as an entrepreneur!

Russell has CRUSHED his well-funded competitors through his ability to create offers and sell… PERIOD. Using these strategies, he has built ClickFunnels into the fastest-growing non-VC-funded SaaS startup in history.

“What are the secrets of one-to-many selling?”

That’s the question every entrepreneur should be eagerly trying to answer!

Learn the secrets of this skill, and you’ll never ‘go hungry’ as an entrepreneur—no matter what you are selling. Everything from inexpensive consumer products to high-ticket professional services is now being sold using one-to-many selling.

That’s why every entrepreneur should take the time to learn this subject directly from Russell Brunson himself.

What he’s sharing is so damn valuable, and every single one of us should soak it up like a sponge!

Set any ego about this aside and just learn.

Click the image below to learn more about how to use his methodology to create world-class one-to-many sales results for your business:

Fastest Growing SaaS Startup

Learn the secrets of one-to-many selling directly from Russell Brunson.

I know you will benefit hugely!

All the best,

Mikes Signature

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Mike Cooch

ServicesThatScale CEO, Mike Cooch has worked with small businesses his entire career and has a passion for helping them grow and thrive.

He has founded successful, seven-figure businesses in technology services, agency services, publishing, and ecommerce.

His businesses have been leaders in creating, selling, and delivering 'productized services' that scale, landing them on the INC 5000 list of fastest growing companies three years in a row, and enabling him to sell his business for a successful exit.

He has three children, is an avid skier, hiker and traveler, and is loving life in his new hometown of San Diego.