Helping an Agency Fix Their Sales Process — Transcript

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1. 0:00I sell uh restaurant operations
2. 0:02consulting
3. 0:03>> uh to restaurants to restaurant owners.
4. 0:05Um we do about we're on track to do
5. 0:07about 3.2 million this year.
6. 0:10>> Um we I want to hit 10 by the end of the
7. 0:13year. Um what's stopped me is my I'm on
8. 0:16track. Um give me some hope here please.
9. 0:20Um
10. 0:21um and uh what's stopping us is is a
11. 0:23sales process all the way from
12. 0:25messaging.
13. 0:26>> Do you have demand?
14. 0:27>> Yes. Do you have more demand than you
15. 0:29can handle?
16. 0:30>> We have more demand than we can unlock.
17. 0:32>> Okay. Do you have $10 million of demand
18. 0:34you can unlock?
19. 0:35>> I absolutely think so. Yes,
20. 0:37>> 100%. Um and but yeah, the problem is
21. 0:39unlocking it. Like I tell my team all
22. 0:41the time like we have the demand, we
23. 0:43have the attention, the shares, the the
24. 0:45saves, the comments, all that stuff is
25. 0:48all there. Um but it's the messaging I
26. 0:50think is a problem in in the marketing.
27. 0:52And then the sales process like that's
28. 0:54that's a problem. price point. You know,
29. 0:56you guys gave me a lot of hope because
30. 0:57you're saying, "Hey, restaurant or uh
31. 0:59gym gym owners make like 32,000 a year.
32. 1:02Our pro product is this much, but we
33. 1:03have this this this tactic. We have the
34. 1:05same problem, right? Restaurant owners,
35. 1:07small cash quickly." Yeah.
36. 1:08>> Yeah. So, that's what's stopping us.
37. 1:11>> Okay,
38. 1:12that was four things. So, um
39. 1:16so you said your messaging is off.
40. 1:18>> Yes.
41. 1:19>> How do you how do you know that? because
42. 1:22uh
43. 1:22>> you guys want to hear a really good
44. 1:23framework for solving problems. So I've
45. 1:26also done a lot of this and so
46. 2:07What does that mean? How do you know
47. 2:08that? Why should I care? Logic,
48. 2:10evidence, utility. So, you said
49. 2:12something like, "Our messaging is off."
50. 2:15What does messaging mean?
51. 2:17>> So,
52. 2:18>> this is why I define terms.
53. 2:19>> So, people don't people don't know what
54. 2:20I'm I'm selling, right? They they want
55. 2:22something from me. So they're booking a
56. 2:24call but they have no idea what I'm
57. 2:25offering or how I can execute it.
58. 2:27>> Okay. So when I would say so that's what
59. 2:30that's what it means. I would then say
60. 2:32how do you know that? So the way that
61. 2:34you would answer that question would be
62. 2:35some sort of quantitative measure which
63. 2:37would be like uh 80% of our calls are
64. 2:40unqualified.
65. 2:43>> That would be a way to answer that
66. 2:44question. And then I would ask the
67. 2:45question why do I care?
68. 2:47>> Now you might say well I think if we
69. 2:49could sell the other 80% then we'd make
70. 2:51more money. I would then ask like, well,
71. 2:54is it a sales constraint? Can we just
72. 2:55kick all those people off the calendar
73. 2:56and fill it up with with the 20% for the
74. 2:58rest of it? Like then we we kind of have
75. 2:59the discussion. Okay. So, you're saying
76. 3:01messaging is off. So, um are people who
77. 3:03are coming on the call unqualified?
78. 3:05>> No, they're qualified for the most part,
79. 3:07but they're they're like they don't know
80. 3:08what we offer. So, the sales process
81. 3:10becomes much more challenging because
82. 3:11they're coming in thinking like, do you
83. 3:13come into my restaurant? How does this
84. 3:15work? Right. Yeah. So, we have to like
85. 3:16bridge that gap.
86. 3:17>> Are you working with us after this?
87. 3:19>> I'm I'm trying to.
88. 3:20>> You should. You should. Like this is a
89. 3:22sales motion. Like we do this in our
90. 3:23[ __ ] sleep. So
91. 3:25>> um
92. 3:27it will not make any difference in my
93. 3:28life. I promise. But
94. 3:29>> make any difference in my life.
95. 3:30[laughter]
96. 3:31>> There you go. So So fundamentally,
97. 3:33you've got your demand that's coming in,
98. 3:34right? This is an eyeball. It's really
99. 3:36ugly. Um but basically what we have to
100. 3:38do is take them through an
101. 3:39indoctrination process prior. Um which
102. 3:42you'll probably create some sort of
103. 3:43video sales letter here. We can help you
104. 3:45with that in terms of the scripting. And
105. 3:46then the questions themselves should
106. 3:48reverse engineer the sale. So, I'll give
107. 3:50you guys a little tidbit. Um, anybody
108. 3:52registered for the book launch that's
109. 3:53coming up?
110. 3:54>> Thank you.
111. 3:56Did anyone notice a little check box on
112. 3:58the opt-in that said like I want a VIP
113. 3:59ticket or something like that? Okay. So,
114. 4:02that created an absolute 16% increase in
115. 4:04sales. The checkbox did nothing.
116. 4:07They just check there's it changed
117. 4:10nothing about the process. You didn't
118. 4:11see a different page. It's just if you
119. 4:14checked off a box saying you wanted a
120. 4:15VIP ticket, you were more likely to then
121. 4:17on the next page when we said want to be
122. 4:19a VIP, buy the VIP thing. And so that
123. 4:23pre-framing is so powerful that the
124. 4:26questions that you ask have absolutely a
125. 4:28huge um effect on the likelihood of
126. 4:31someone taking the purchase when they
127. 4:33get the option. Same thing with the
128. 4:34VSSL. For a lot of you guys, having some
129. 4:36sort of video sales letter or
130. 4:38information, like if you're getting too
131. 4:40much traffic, which it sounds like you
132. 4:41are because I'm guessing you're organic
133. 4:42is your primary way.
134. 4:43>> Yes.
135. 4:43>> Right. So, you have all this traffic
136. 4:45coming in, you need a filtering function
137. 4:47that qualifies in a good way because
138. 4:48there's bad there's bad friction, which
139. 4:50is like I could put a wall up and no one
140. 4:52can get through or like my page is
141. 4:53really slow. That just gets everybody
142. 4:54turned off. Good friction gets bad
143. 4:57people away and good people in, right?
144. 4:59And so having qualifications, which I'll
145. 5:02give you guys a rule of thumb that has
146. 5:03yet to be proven wrong in my history,
147. 5:06the more good friction you add, the more
148. 5:07money you make and the more expensive
149. 5:09the contacts. Meaning, if you run ads,
150. 5:12for example, to get sales calls, if I
151. 5:15say, "This thing costs $10,000 and you
152. 5:18have to have cured cancer in order to
153. 5:19get it," my cost per call will go up,
154. 5:22but my my rorowaz will go up even more.
155. 5:26So, I might double my cost per call from
156. 5:28200 to 500, but my my return might go
157. 5:31from 3x to 6x, even though I'm more than
158. 5:34double my cost per call. But with the
159. 5:36the secret uh sneaky one is that your
160. 5:38sales efficiency will double or triple.
161. 5:40And so that means that you can close way
162. 5:42more deals with a smaller team, which
163. 5:43creates more operate less operational
164. 5:45drag and allows you to scale easier. So,
165. 5:47to answer your question, you had four
166. 5:50issues. One you said was messaging. One
167. 5:52is going to be the sales motion itself,
168. 5:53which is then going to ladder into
169. 5:54pricing, right? What was the fourth one
170. 5:56or is that just that?
171. 5:57>> Uh, the fourth one was, you know, you
172. 5:58you have like a you guys had like a with
173. 6:00the with the gym owners, right? It was
174. 6:01like like here's here's how we get
175. 6:03>> you need a fast cash play. Yeah. Yeah.
176. 6:05So, um, fundamentally, most fast cash
177. 6:08plays operate off of existing resources.
178. 6:11So, most business owners have dead
179. 6:14contact, old customers, some sort of
180. 6:16list, um, or even just an existing
181. 6:19social media profile that has some level
182. 6:21of followers. And so basically a lot of
183. 6:24business owners don't allocate resources
184. 6:26where they could get the highest return.
185. 6:27This is fundamentally why they don't
186. 6:28grow. Like if somebody else were taking
187. 6:30over a business and then all of a sudden
188. 6:31the business grows is because the guy
189. 6:32who was running it isn't allocating
190. 6:34attention and resources well, right? And
191. 6:36so that means that they have resources
192. 6:37that are untapped or underutilized that
193. 6:40you can help them appropriately utilize
194. 6:42quickly uh so that they can make the
195. 6:45cash to pay you. And so that would be
196. 6:48just a campaign that you would probably
197. 6:49test out really early um with, you know,
198. 6:52a handful of beta users and then you
199. 6:53would include that as basically the
200. 6:55first part of the onboarding. And so by
201. 6:57doing that, it's like you can make the
202. 7:00sale and then immediately pay for
203. 7:02yourself within the first 30 days, which
204. 7:04is like always my goal. So that I always
205. 7:06want to operate off of like found money.
206. 7:08Like I never want someone to pay me
207. 7:09money I haven't already made you. And
208. 7:10I've pretty much operated that way my
209. 7:12whole life.
210. 7:13>> I'm just curious. So the problem we have
211. 7:15is that we give them the blueprint. We
212. 7:16build it out for them one-on-one calls
213. 7:18in the first month. We really try to do
214. 7:19that, right? Give them those results so
215. 7:20they get they get bought in and
216. 7:22>> all that good stuff. But they don't take
217. 7:24action and that's the biggest problem we
218. 7:26have. We're like
219. 7:27>> that's going to be an incentive thing
220. 7:28carrot and stick in terms of how you
221. 7:29incentivize that.
222. 7:30>> Okay.
223. 7:30>> Like you can get bonuses or discounts
224. 7:32that they unlock. If they take a action,
225. 7:34you can make guarantees contingent on
226. 7:35three actions. There's a bunch of things
227. 7:37you can do to structure that initial
228. 7:38offer that again will factor into the
229. 7:40application, the sales motion, and then
230. 7:42ultimately what you take as the first
231. 7:43kind of activation point within the
232. 7:44business. So take the fast a cache and
233. 7:47then tie it to Yes. You have to do these
234. 7:49things.
235. 7:49>> Yes. And all of that gets reversed all
236. 7:51the way to the front.
237. 7:51>> And just out of curiosity, do you
238. 7:53actually enforce that? Is there a way to
239. 7:54enforce it or you just kind of
240. 7:55>> 100%.
241. 7:55>> Okay.
242. 7:56>> Yeah.
243. 7:56>> Because that's the hard part we're we're
244. 7:58seeing.
245. 7:58>> Yeah.
246. 7:59>> I mean, state the facts and tell the
247. 8:00truth. Be upfront.
248. 8:02>> Okay. Cool.
249. 8:03>> No, 100%. Thank you.
250. 8:05>> If you were the best salesperson in your
251. 8:07company, then your company will be
252. 8:09always capped by you. And this is what
253. 8:12the two-day workshop is for. Now, I want
254. 8:13to be clear before I get into what it
255. 8:14is. This is for million-dollar plus
256. 8:17businesses that are trying to scale
257. 8:18their sales team where you are still
258. 8:20probably vast majority of the match.
259. 8:22Either you're literally taking calls or
260. 8:24you are a big percentage of the revenue
261. 8:25or you have to be constantly on the
262. 8:27sales team in order to get it to work.
263. 8:29If you're in any of those settings, then
264. 8:31this is absolutely for you. And so, if
265. 8:32you are tired of your sales relying on
266. 8:34you and want a sales system that skills
267. 8:36beyond you, then apply. That's the deal.
268. 8:38And so, if it is a fit, we look forward
269. 8:40to seeing you out here. And it's a great
270. 8:41time. We're talking about sales, like
271. 8:42how could you have a better time? Don't
272. 8:43take my word for it. Here's what other
273. 8:44people are saying at our workshops.
274. 8:46They're primo. And uh yeah, can't wait
275. 8:48to see you out here.