"I Paid for the Lead. Why Won't They Show Up?" — Transcript

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1. 0:00What's up, D?
2. 0:01>> Hey, man.
3. 0:02>> What's going on? Okay.
4. 0:03>> my YouTube.
5. 0:04>> No, you're good. It's a 5-second delay.
6. 0:06Okay, so uh revenue's 2 million bucks a
7. 0:08year, profits 500,000 a year. Alpha
8. 0:10Omega wellness ketamine clinics.
9. 0:12Ooh. This is This is more Sharan's This
10. 0:15is more Sharan's area. This is Sharan's
11. 0:17area of expertise. This is not my uh
12. 0:19this is not my forte.
13. 0:21Go ahead, Ben. Go ahead.
14. 0:24>> So, yeah, I Great to talk to you guys.
15. 0:26Happy birthday tomorrow. I've learned so
16. 0:28much from my BAM days when I've been out
17. 0:30here and out there in Vegas. And I'm
18. 0:32sitting here with my 8-year-old youngest
19. 0:34son, future entrepreneur, side hustle.
20. 0:36>> Awesome.
21. 0:36>> Hi.
22. 0:37>> Hey, Ben. Hey, what's up, man?
23. 0:39>> Uh yeah, so he's going to blow up
24. 0:41business more than me, maybe more than
25. 0:43you, Alex, but maybe not.
26. 0:44>> Oh, I'm sure he will, man. I'm sure he
27. 0:46will.
28. 0:47>> Here's Here's the deal. So, we we do IV
29. 0:50ketamine and we really see a 75%
30. 0:52decrease in depression and anxiety
31. 0:53scores in like 3 or 4 weeks.
32. 0:55>> Amazing.
33. 0:56>> But, I'm trying to increase our show
34. 0:58rate to our consultations. So, most of
35. 1:00our consults are coming in online via
36. 1:02phone or Zoom.
37. 1:04>> Yeah.
38. 1:05>> And so, we've got about a 40% show rate.
39. 1:08And when I was out there at BAM last
40. 1:09month, we talked about that. So, we're
41. 1:11still implementing some of those things,
42. 1:13but I would just love to get some
43. 1:15feedback of how we can get maybe 60% of
44. 1:17people to show cuz I think if we can
45. 1:18just build more value
46. 1:20I mean, my goal is I want people to be
47. 1:22like, "Man, I'd leave my mother in the
48. 1:24rain at a bus stop in order to not miss
49. 1:26this appointment with them."
50. 1:28>> Mine I I'd I'd leave her there anyways,
51. 1:30but um I don't have to go to the
52. 1:31appointment. I'm kidding. I'm kidding.
53. 1:32I'm kidding. It's a joke. Um okay. So, I
54. 1:35think I think your instinct is right.
55. 1:36There are probably still more boxes you
56. 1:38need to check. The
57. 1:39>> [cough]
58. 1:39>> The playbook that you just That's That's
59. 1:41on the way. Literally, just follow the
60. 1:43whole thing, the entire checklist, all
61. 1:44right?
62. 1:45That's number one.
63. 1:46>> All right.
64. 1:46>> Um number two. I'm going to bet So, some
65. 1:50of the biggest levers on throughput are
66. 1:52going to be things that you can say,
67. 1:54"Yes, I'm doing it," but it's It's a
68. 1:55binary of am I doing it, but to what
69. 1:57degree am I doing it? So, volume is one
70. 2:00of those. Number one. Number two is
71. 2:01going to be the speed. Like, if you get
72. 2:03a if you get a scheduled appointment
73. 2:04that you scheduled immediately versus
74. 2:06that you that you were able to book, you
75. 2:07know, three days later, the immediate
76. 2:09one is going to have a higher show rate.
77. 2:11Also, the latency between when you're
78. 2:13booking the appointment from when you
79. 2:14speak to them is also going to have a
80. 2:15huge uh lever on show rate.
81. 2:20>> Yeah, so we we did decrease on our
82. 2:23rolling calendar and GIC tell to four
83. 2:25days from like 7 or 10
84. 2:26>> Okay.
85. 2:27Uh-huh.
86. 2:28>> So, and I think that's I think that's
87. 2:30helping. We're just We're too new into
88. 2:32the changes to really know for sure, but
89. 2:34>> Okay.
90. 2:34>> you know, we're doing like an ethical
91. 2:35bribe with a gift.
92. 2:36>> Okay.
93. 2:37>> I'm actually starting to do that.
94. 2:38>> Okay, good.
95. 2:38>> We tell people we're calling with a
96. 2:40personal voicemail or a personal video
97. 2:43on their cell phones.
98. 2:44>> Yeah.
99. 2:44>> And so,
100. 2:46yeah, but I'm I kind of thinking of
101. 2:47like, is there any little piece of
102. 2:48content that I could send them?
103. 2:50>> Yes. No, it's a great It's a It's a
104. 2:52great question. So, think about it like
105. 2:54this.
106. 2:55I would ask So, like what I would want
107. 2:57to do, like if this is like this is how
108. 2:59Alex would really solve this problem.
109. 3:00Like if this is my business and I owned
110. 3:01it and it was a huge constraint,
111. 3:03I would spend all my time calling the
112. 3:0540% of people You said no, 60 are not
113. 3:07showing, right?
114. 3:08>> Right.
115. 3:09>> Okay. So, call the 60% and say, "Hey,
116. 3:13don't need you to come in. Totally cool.
117. 3:14I just want to understand why you
118. 3:16didn't."
119. 3:17And I think that you will be able to
120. 3:19unearth the three largest um
121. 3:22obstacles that people probably have. So,
122. 3:25like I'll tell you an example We'll say
123. 3:26it like something that blew my mind. So,
124. 3:28I found out a lot of people didn't want
125. 3:30to show up to gym memberships who were
126. 3:31overweight because they were embarrassed
127. 3:33about like showing up to gym. And
128. 3:34sometimes girls get intimidated, which
129. 3:36was a concept I have never thought of
130. 3:38because like I've never been like, "Oh,
131. 3:39I don't want to go to the gym cuz I'm
132. 3:40intimidated." It's just never been a
133. 3:41thought to me. I'm like, "I'm just going
134. 3:42to go to the gym, right?" But if you're
135. 3:43overweight and you're ashamed or you're
136. 3:45like, "Oh, there's all these guys and
137. 3:46they're big, you know, that I don't know
138. 3:46what I'm doing. What if I get hurt?" All
139. 3:48these other things, right? And so, what
140. 3:50you'll find is I'll bet you it's not one
141. 3:51thing, but there's probably three or
142. 3:53four buckets that different avatars will
143. 3:54present with, and the lead nurture, one,
144. 3:58can account for those things, but also
145. 4:01the VS like do you have any kind of
146. 4:02video prior to
147. 4:04um them opting in or anything like that
148. 4:06on the on the flow for a a new pro-
149. 4:08prospect or customer?
150. 4:09>> Yeah, I just got that filmed and edited.
151. 4:11It's about 6 and 1/2 minutes. We haven't
152. 4:13filmed it in that but we're just going
153. 4:14to require them to watch
154. 4:15>> Great.
155. 4:17Great. Well, that I mean I'll bet you
156. 4:19that Okay, so I'll I'll I'll just tell
157. 4:20you right now like secret sauce.
158. 4:22Um
159. 4:23creating the VSL will probably be the
160. 4:25single highest leverage thing that you
161. 4:26can do that's a one-time fix for lead
162. 4:29nurture and closing, both.
163. 4:31Then just about anything else.
164. 4:33Yeah, in a sales motion. Yeah, it's it's
165. 4:35got You can get away with whatever you
166. 4:36want if you frame it right. And a VSL is
167. 4:38literally all frame.
168. 4:39>> Um I will have a one idea that uh has
169. 4:42worked in very similar situations,
170. 4:43especially in um in kind of preventive
171. 4:46health care uh that we've seen, which is
172. 4:49You have to do this ethically, but let
173. 4:51me kind of frame how this works. Let's
174. 4:53say I the call the sales reps call is
175. 4:55with Alex tomorrow at 4:00. The sales
176. 4:57reps calls one day prior at 4:00.
177. 5:00And he calls one day prior and say, "Hey
178. 5:02Alex, this is this is Sharon calling and
179. 5:04normally get a voicemail or whatever
180. 5:05that time. Oh my gosh, I'm so
181. 5:07embarrassed. I called you one day
182. 5:09earlier. I'm actually looking forward to
183. 5:11our call tomorrow. I actually have a
184. 5:12great game plan set up for you.
185. 5:14Um
186. 5:15and so that one early appointment and
187. 5:18then it's like, hey, hopefully you'll
188. 5:19watch your one the video that we sent
189. 5:20you and I look forward to seeing you
190. 5:21tomorrow at 4, right? That one little
191. 5:24call that happened 24 hours prior, even
192. 5:26though it seems so innocent from a
193. 5:28chiropractic or you know, preventive
194. 5:30health care basis has changed so many
195. 5:32people it so it serves as both as a I'm
196. 5:35confirming your appointment with the
197. 5:36dentist call at the same time it shows
198. 5:38the
199. 5:38>> Prep.
200. 5:39>> the prep and the energy of the sales rep
201. 5:41in a very thoughtful way without it
202. 5:43being aggressive. And so you can use the
203. 5:45playful tone, do that, and uh
204. 5:48it seemed to work. So, one idea to
205. 5:50experiment if you will.
206. 5:52>> So, I just have a quick question. So,
207. 5:54when people don't want to pick up their
208. 5:55phones these days, Alex, how would you
209. 5:57get the 60% who chose not to show up to
210. 5:59their appointment? Like, how do I get
211. 6:00them to engage? Cuz my concern has been
212. 6:03I'm just going to spin my wheels.
213. 6:04>> Oh, dude, the the 60% we don't need to
214. 6:06like contact all of them, man. We are
215. 6:08like it's it's like a This is like a
216. 6:09one-time lift. Think about it like a
217. 6:11project. So, it's like if you have call
218. 6:13it a hundred, you know, you know, people
219. 6:15who missed appointments over the last
220. 6:16month, whatever it is, right? Just make
221. 6:18it your mission to talk to as many of
222. 6:19them I mean, we we're worth the last
223. 6:20200. Like, it doesn't matter, right?
224. 6:21Like, you just want to talk to as many
225. 6:22of them as you can to just find out the
226. 6:25answer. And then once you have the
227. 6:26answer, and this is really this is
228. 6:28nuanced but important, is you want to
229. 6:30describe
230. 6:32the reason they didn't show up in the
231. 6:33language they use.
232. 6:35So, if you saw So, I'll give you an
233. 6:36example. So, you saw the presentation
234. 6:38yesterday and maybe today, right? So, in
235. 6:41the the the the the narrative section
236. 6:44where I talk about the 10 biggest
237. 6:45decisions that that shaped my life,
238. 6:47right?
239. 6:48>> Right.
240. 6:48>> So, in that section
241. 6:50the
242. 6:51if I say I've got a lot going on right
243. 6:53now, and I also say, "Let me see how
244. 6:55some of these things that I have going
245. 6:56on work out." Those are all I'm busy
246. 6:59statements. But, if I say only one of
247. 7:01those things, that's only going to
248. 7:02resonate with somebody who would
249. 7:03literally describe it to themselves in
250. 7:05that language.
251. 7:07And so, by stating four, five different
252. 7:10ways of of saying the same quote
253. 7:12objection, and then overcoming it with
254. 7:14one thing that overcomes all five, which
255. 7:16they're still the same core issue but
256. 7:17still described differently, you'll have
257. 7:19a higher percent conversion overall.
258. 7:20Does that make sense?
259. 7:22>> Yeah, it does, for sure.
260. 7:22>> Okay. So, when you're asking them, it's
261. 7:24like one I would record the calls if you
262. 7:25can, but you want to use as as close the
263. 7:28syntax as close as you can to what they
264. 7:30described the reasoning behind why they
265. 7:32didn't show up as.
266. 7:35>> So, then how do you use that in that
267. 7:36nurture sequence leading up to
268. 7:38>> It's going to be It's going to be in the
269. 7:39VSL cuz think about these as FAQs or
270. 7:42like these are objections, right? The
271. 7:44fundamental objections. I mean, they're
272. 7:46they're If you If you think about it,
273. 7:47what is required for someone to buy?
274. 7:48Well, they have to show, right? What's
275. 7:50required for someone to show? They got
276. 7:51to schedule. Well, you've got the
277. 7:52scheduling part down. You may be You
278. 7:54might also be How are you Actually, how
279. 7:56are schedules happening right now?
280. 7:59>> So, right now
281. 8:00>> I love show rate
282. 8:02Yeah. There it goes.
283. 8:03Okay.
284. 8:11But is it from Is it from ads, or what
285. 8:12is it from?
286. 8:13>> Oh, yeah. Most of it's from ads. So,
287. 8:15we're doing about $27,000 a month in in
288. 8:18ads.
289. 8:18>> Okay. Heard. Heard. Um
290. 8:21And it's a VA, so you can't have
291. 8:22somebody talk to them on the phone.
292. 8:25>> Um we did do that, and then we thought
293. 8:27maybe part of our response rate is like
294. 8:29people don't want to answer the phone.
295. 8:31Although, I'm getting ready to implement
296. 8:32a
297. 8:33agent to actually do those calls.
298. 8:35>> Yeah. You telling me that you have 40%
299. 8:37now makes a lot of sense.
300. 8:39Like, it's just like they haven't talked
301. 8:41to anybody. So, it's there's no stakes.
302. 8:43It's very easy to cancel on somebody
303. 8:44you've never spoken to.
304. 8:45>> What's even better about it? It's It's
305. 8:46super optimistic, because you getting
306. 8:4940%
307. 8:49>> Yeah, I'm It's actually not bad. Yeah,
308. 8:51yeah, it's not It's not terrible for how
309. 8:53how how low touch your current thing is.
310. 8:55>> That's how poorly we're doing at
311. 8:57>> No, no, no, not at all. It's not poor.
312. 8:58It's just that like you basically have
313. 9:00to sell the appointment. You know what I
314. 9:02mean? And right now it's not being sold,
315. 9:03it's just being scheduled.
316. 9:05And so, a lot of the show rate is just
317. 9:06how the how the how the actual
318. 9:07appointment itself is being positioned.
319. 9:10>> Okay.
320. 9:10>> There's also
321. 9:11>> So, based
322. 9:12>> Yeah, yeah. I'll say the one one last
323. 9:13thing. You can make the call, but if you
324. 9:16you can try the multi-media approach as
325. 9:17well. If you think that the person is
326. 9:18going to
327. 9:20Maybe there's a text ma- Maybe there's a
328. 9:21video text message, which is just a, you
329. 9:23know, 60-second video that goes out,
330. 9:24which is just you with a selfie video
331. 9:26that is reconfirming the appointment.
332. 9:28And you can say, "Hey, you know, Jenny
333. 9:29from my team just called. I wanted to
334. 9:30make sure you got the call." And then
335. 9:32that's all. Looking forward to meeting
336. 9:33with you tomorrow. And that can go out
337. 9:34as an automation, as well. So, you have
338. 9:36multiple ways where you're touching
339. 9:37them. Again, as Alex said, you're just
340. 9:39selling you're just selling
341. 9:41you're just selling them to show for the
342. 9:42appointment. That's all this is.
343. 9:44>> So, back to the VSL, part of it is like
344. 9:46now you're going to find that things
345. 9:49come up and they get in the way. But,
346. 9:51let me just tell you so kind of along
347. 9:52those lines that's how you put it in the
348. 9:53PD
349. 9:54>> So, the VSL is going to be like if I had
350. 9:56to order this,
351. 9:57the biggest lever is going to be the
352. 9:59conversation. The second biggest lever
353. 10:00is going to be the VSL.
354. 10:02>> Okay.
355. 10:04So, the conversation with the sender is
356. 10:06what you're saying.
357. 10:06>> Yeah. I mean, ideal world. Again, I
358. 10:08don't know what the cost basis is, but
359. 10:09I'm going to guess that having somebody
360. 10:10whose phone reaching out is not going to
361. 10:12cost you too much more than current.
362. 10:14Um and I think the lever like it could
363. 10:15literally flip it from 40 60 to 60 40
364. 10:18just from that. By them doing something
365. 10:20that we call you know we call it
366. 10:21integrity tie down, which is just like
367. 10:23so is there anything that's going to
368. 10:25prevent you from making this
369. 10:28appointment? Let me give you a couple
370. 10:29reasons that sometimes people will miss
371. 10:31them. Are any of these going to be
372. 10:32reasons that you're not going to make
373. 10:33it? Once you get somebody to commit over
374. 10:36the reasons they would normally cancel,
375. 10:37the show rates will go up.
376. 10:40Cuz you like sometimes people will book
377. 10:41appointments to get somebody to stop
378. 10:42bothering them.
379. 10:44>> Yeah.
380. 10:45Yeah.
381. 10:47By the way, this is a super frame for
382. 10:48everyone that's watching and listening.
383. 10:49If you can figure out there's an insane
384. 10:52amount of leverage value from figuring
385. 10:54out kind of
386. 10:56it's the set show close, right? If you
387. 10:57can figure out the set show close ratio,
388. 10:59the set to show is a really really
389. 11:01powerful thing to to get to to obsess
390. 11:03over because sometimes we forget what we
391. 11:05are actually selling. The ads are
392. 11:07selling what? They're selling they're
393. 11:08selling the appointment. They're selling
394. 11:09you to to schedule. This then from when
395. 11:11you have scheduled, you're selling them
396. 11:13to show. And you don't have to you're
397. 11:15selling them to show with the frame,
398. 11:16right? But, so if you can figure that
399. 11:18out, the the you know kind of the amount
400. 11:21of leverage profit that you make is
401. 11:22insane. So, just know I I think I I was
402. 11:24zooming out here to talk about your
403. 11:25situation, but
404. 11:27it you're in the you're in a very
405. 11:29fixable situation with the checklist,
406. 11:32but um it's awesome that you're walking
407. 11:34in with a 40% kind of show rate, which
408. 11:35is awesome, man. Good job.
409. 11:37>> Rock and roll.
410. 11:38>> Thanks, dude.
411. 11:38>> Well, let me just briefly tell you guys
412. 11:40that as you and your team, Alex, help us
413. 11:42to scale, you're saving people's lives
414. 11:45because literally I had somebody this
415. 11:47week tell me that he's alive because he
416. 11:49got this therapy. So, thank you for what
417. 11:51you do. You're making a real difference
418. 11:52in people's lives by helping me touch
419. 11:54more lives. So, thank you.
420. 11:55>> It's all you and I appreciate it, but
421. 11:56you're the one doing You're doing You're
422. 11:57the one doing the work, man. Thank you.
423. 12:00>> Thank you. Bye.
424. 12:01>> Yeah. If you like this video and you're
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433. 12:15can click here and you can check it out.
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436. 12:20enjoy.