What If Delivery Became Your Lead Cost? — Transcript

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1. 0:00For what type of
2. 0:01>> Accounting firm.
3. 0:01>> Oh, accounting firms, okay, got it, got
4. 0:03it, got it. So, you get the accounting
5. 0:04firms small businesses? Got it, okay.
6. 0:07Super cool.
7. 0:08>> We qualify them to make sure that they
8. 0:09need the services of our company, and
9. 0:11then we put them on the calendar.
10. 0:12>> That sounds great.
11. 0:14>> The thing is, okay,
12. 0:15the accountants,
13. 0:17>> Right.
14. 0:17>> I feel like they don't see the value in
15. 0:19it because they hate selling. But, even
16. 0:20though I teach them how to do a pricing
17. 0:22plan, and I
18. 0:22>> Yeah.
19. 0:24>> they
20. 0:25>> Yeah.
21. 0:27This is interesting because of the
22. 0:28accounting thing, mostly because I've
23. 0:29spent a lot of time looking at
24. 0:30accounting firms. It's just a space I'm
25. 0:32interested in. There's huge multiples,
26. 0:34it's super sticky.
27. 0:36I deal with a lot of businesses. It
28. 0:37would make sense, right? I think maybe
29. 0:39the reason is not the reason you think
30. 0:40it is.
31. 0:42So, for accounting firms specifically,
32. 0:44they're supply constrained more than
33. 0:45demand constrained, most of them. So,
34. 0:47like, a lot of times it's like they're
35. 0:49not seeing the value in it because
36. 0:51they're not really starving.
37. 0:54Cuz they're supply constrained. The
38. 0:56issue in accounting is that they need
39. 0:57more accountants. Getting customers is
40. 0:59typically not that hard
41. 1:00because it's sticky as [ __ ]
42. 1:03Right, so you guys could fill them up,
43. 1:04and then they're like, "Oh, we can't
44. 1:05handle any more."
45. 1:06>> Yes, that that's one of the biggest
46. 1:08reason why they quit us.
47. 1:09>> Yeah.
48. 1:10>> [laughter]
49. 1:10>> Right.
50. 1:11Yeah, I get it.
51. 1:13>> not seeing the value, not seeing results
52. 1:15sooner after 30 day
53. 1:17>> Yeah.
54. 1:17>> Seriously, we're going to implement that
55. 1:19>> Oh, yeah,
56. 1:20for sure.
57. 1:21>> Cuz it's like kind of tough cuz they
58. 1:22don't want to spend on ads, and they
59. 1:24want us to do everything organic because
60. 1:26they're used to referrals, right?
61. 1:27>> Yeah, of course.
62. 1:28>> And then I'm like, "Well, send us the
63. 1:29referrals. We'll do the new lead
64. 1:31nurturing for you. We'll put them on the
65. 1:32calendar, and you close the deals." My
66. 1:33most successful clients are doing that.
67. 1:35>> Is there any reason that I I and I don't
68. 1:37I would never normally recommend this,
69. 1:38but I'm just asking. Any I'm sure you
70. 1:40tried at one point to start closing the
71. 1:41deals for them, right?
72. 1:42>> We never tried.
73. 1:44So, we never had to close the deals for
74. 1:45our clients ever.
75. 1:47>> Okay.
76. 1:47>> We're thinking about placing closers,
77. 1:48which are pre-trained to close deals.
78. 1:50>> Yeah, yeah, yeah.
79. 1:52So, I like to think about it as like,
80. 1:54what's the lowest amount that you'll
81. 1:56that you'll
82. 1:57take a a paying customer for if I get
83. 1:58them free for free.
84. 2:00And so they'll just tell you a number
85. 2:02and then I'll just charge whatever the
86. 2:03[ __ ] I want.
87. 2:06>> I mean you wanted
88. 2:08>> And you can and if you really want to
89. 2:09speed up cash flow, too,
90. 2:11uh and one of my favorite ways of doing
91. 2:12this, especially in this type of model,
92. 2:14is you charge more for onboarding.
93. 2:17So it's like you could say, "Hey, uh
94. 2:19you're going to do a tax assessment as
95. 2:20the first thing, but you're going to let
96. 2:21me sell that for you're going to do that
97. 2:23for free. That's the deal."
98. 2:25And then you can sell that for 10 grand
99. 2:27and then you can give them the customer
100. 2:29for free. And then you can make 10 grand
101. 2:30on every deal.
102. 2:33>> So they would have to pay us a fee up
103. 2:34front.
104. 2:35>> No, you collect it from the customer.
105. 2:36They would do the delivery.
106. 2:39So you sell the you sell the one-time
107. 2:41thing, they do the delivery, and they
108. 2:42convert them in the back end.
109. 2:44>> Is this tax plans on the
110. 2:45>> Oh my gosh.
111. 2:46>> So you can sell a tax plan every hour.
112. 2:48>> You can sell with the calculator.
113. 2:50Yeah.
114. 2:51Yeah.
115. 2:53Yeah, exactly. So
116. 2:54>> to read read the Mosey minute. You just
117. 2:56said that.
118. 2:56>> Yeah, I did. [laughter] Yeah, that's on
119. 2:58my free email.
120. 3:01Yeah, my shit's so good. Basically, and
121. 3:03that that came from it wasn't an
122. 3:04accounting firm, but when you're when
123. 3:05you're thinking about affiliates, it
124. 3:06goes for everybody. It's like
125. 3:08I The best affiliate models are This is
126. 3:10basically a reverse affiliate deal. So I
127. 3:12was talking to an accounting firm and he
128. 3:14was like, "How do I get affiliates?" And
129. 3:15I was like, "You need to peel off a
130. 3:16piece of what you do and instead cuz
131. 3:19people everybody was like, 'Man, I
132. 3:20really want to start an affiliate
133. 3:21channel.' And I'm like, 'All right,
134. 3:22well, what's your affiliate deal?' And
135. 3:23they're like, 'We give 20% back to
136. 3:24anybody who sends us a customer.' And
137. 3:26I'm like, "Everybody here does that and
138. 3:28no one refers business to each other cuz
139. 3:29no one cares about 20% of whatever it is
140. 3:31that you have." And so it's like you
141. 3:33have to make a grand slam offer for the
142. 3:34affiliate. And so the grand slam offer
143. 3:36for the affiliate, the ones that I have
144. 3:37seen work best, are full integrations,
145. 3:39meaning
146. 3:40I will do a service for you that you can
147. 3:43sell with your thing
148. 3:45and charge whatever you want for it, but
149. 3:47then I will do the delivery, but I will
150. 3:48get a free customer. And so then the
151. 3:50cost per lead per qualified lead, is the
152. 3:53cost of delivery. And so if my hard cost
153. 3:56of delivering a tax, whatever, right?
154. 3:58Let's call it Let's say it's $200. It's
155. 4:00like, "Well, would you pay $200 to have
156. 4:02a qualified customer that you just did
157. 4:04work for
158. 4:05on your calendar?" Well, hell yeah, I
159. 4:07would. So, don't care like don't worry
160. 4:09about the fact that I sold it for 10
161. 4:10grand. You have a $200 cost, that's your
162. 4:12cost.
163. 4:14And then they're going to buy whatever
164. 4:15else. And wouldn't you want a customer
165. 4:17that paid $10,000? They'd be a way more
166. 4:19qualified lead than somebody who's paid
167. 4:20zero. So, you should thank me for the
168. 4:22fact that I sold it for 10 grand.
169. 4:25Make sense?
170. 4:25>> It's easy to sell
171. 4:2710 grand packages when you're saving
172. 4:28someone 20.
173. 4:29>> Yeah, totally.
174. 4:31Yeah.
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