Why a $17M Agency Can't Scale Founder-Led Sales — Transcript

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1. 0:00I sell um services to real estate
2. 0:02agents. We help them uh scale, be more
3. 0:03profitable. We're similar to an
4. 0:04acquisition.com, but specifically in the
5. 0:07world of real estate. Um we'll do about
6. 0:1017 18 million this year in revenue. Uh
7. 0:12we'd like to be at 100 million in
8. 0:14revenue. And what's stopping me is I am
9. 0:18I along with my COO are the best closers
10. 0:21for external growth right now, bringing
11. 0:22more clients into the organization.
12. 0:25>> Um the leads are not the issue. It's
13. 0:27it's really a it seems like regardless
14. 0:30of what I do and how far I try to get
15. 0:32out of the process,
16. 0:34the people teeing up the appointments
17. 0:37still want me to come in and close.
18. 0:39>> Yeah.
19. 0:40>> So, I looked at my week last week. I had
20. 0:43about 20 hours of the week in closing
21. 0:45meetings.
22. 0:46>> Yeah.
23. 0:47>> And it's, you know, me and my COO can
24. 0:50probably between the two of us bring in
25. 0:52about five million a year in external
26. 0:54revenue. Um, so
27. 0:57That's the issue. What I've gotten from
28. 0:59this yesterday and today is that I need
29. 1:01to find more of me and the whole thing
30. 1:04works really well. Um but just trying to
31. 1:06find more of me.
32. 1:07>> I think um well, how can I help?
33. 1:11Um I mean I can I can answer what I
34. 1:13think the question you didn't ask is.
35. 1:14>> Yeah.
36. 1:15>> Um so the question I think you didn't
37. 1:16ask is like how do I go about
38. 1:18systematizing the sales process so that
39. 1:19somebody can come in and have increased
40. 1:21likelihood of success?
41. 1:22>> Yeah.
42. 1:22>> Cool. Um,
43. 1:25so right now I'd say like a big shift in
44. 1:28identity that you will have to have with
45. 1:29your COO is going from sales god to
46. 1:32sales training god. Um, and having
47. 1:34basically seeing every time you close a
48. 1:36sales a failure rather than success. Um,
49. 1:39as thing one. Thing two, I would
50. 1:41consider not paying commissions on sales
51. 1:42that you help close. Um, so that'll
52. 1:45probably get them to real quick stop
53. 1:46asking you to close. Um, the next issue
54. 1:49is that right now, um, you say things,
55. 1:54so I I'll say it differently. I will bet
56. 1:57because I've only done this a lot of
57. 1:58times when it comes to sales. I will bet
58. 2:00that you have what I call a
59. 2:02founderdriven sales process. Meaning,
60. 2:05the way that you script
61. 2:08uh, and the way the sale works is
62. 2:10probably more consultative in nature,
63. 2:12which relies on heavy industry knowledge
64. 2:15and expertise. which is typically not a
65. 2:19scalable sales process. You can do it.
66. 2:21It just requires a shitload more work
67. 2:23and is not my preference. So, if I come
68. 2:26in and I talk to a business owner, it's
69. 2:28very likely that I can sell them on
70. 2:30doing stuff with us. If I have a
71. 2:3222year-old who's going to talk to a $18
72. 2:36million per year business owner, he
73. 2:38cannot rely on using the same process
74. 2:40that I do because it's based on
75. 2:41authority.
76. 2:43A sales process that scales is based on
77. 2:46the prospect not the salesman.
78. 2:50And so fundamentally um all the
79. 2:53knowledge has to be about
80. 2:56the questions that have to get asked in
81. 2:58the correct order to have them like the
82. 3:01salesman should not provide any answers.
83. 3:06That's not what they're there for.
84. 3:07They're there to ask questions to lead
85. 3:09the prospect to make their own decision
86. 3:11that this makes sense. And so if they
87. 3:13have to demonstrate expertise,
88. 3:16you will not find those people or it
89. 3:18will be way too expensive to find those
90. 3:19people. So we just have to have a good
91. 3:22intro frame. The discovery process is
92. 3:25where they just have to say their their
93. 3:26pain points and we have to match those
94. 3:28to the solutions that we have. And then
95. 3:30when we get to our pitch moment, we're
96. 3:31going to say here's how we solve those
97. 3:33problems. Thing one, thing two, thing
98. 3:35three. And then we match that problem
99. 3:36you said earlier to the solution set
100. 3:38which we set the stage before we
101. 3:40transition to the pitch. And so if we
102. 3:42follow that process, if the scripting is
103. 3:45correct, the salesman should close the
104. 3:48closable accounts. And so fundamentally,
105. 3:51like for us, the way that we do things,
106. 3:53um, and I think that like 90, honestly,
107. 3:56like 97% of businesses do not know how
108. 3:59to train sales. What they do is they
109. 4:01just have they hire a bunch of sales
110. 4:03guys and just see who sticks and that's
111. 4:06the process. If you really know how to
112. 4:08train sales, you can take anyone. And if
113. 4:11you know the script is successful, then
114. 4:12it's really a reinforcement loop of
115. 4:14getting someone to say the right thing
116. 4:16at the right time, which is 100%
117. 4:17trainable. It's just that most people
118. 4:19don't train nearly enough. And so right
119. 4:21now, I would imagine that your training
120. 4:22cadence is Do you guys train daily?
121. 4:25>> It's so that's the issue. We're very
122. 4:27good at training realtors. I'm very bad
123. 4:29at training people on growth.
124. 4:30>> So like the the simple answer is that it
125. 4:33requires a shitload more work. Number
126. 4:34one. Number two is the scripting is
127. 4:36probably wrong the way it currently
128. 4:38stands. It's probably too long. I'd bet
129. 4:39you. Um, so if we were to look through
130. 4:42the script, I would bet you that we'd
131. 4:43cut half or more of the script out
132. 4:45because we need to give someone just the
133. 4:47absolute minimum amount of information
134. 4:48in order to make a purchasing decision.
135. 4:50That is the only objective. And then
136. 4:51fundamentally after that, it's answering
137. 4:53the questions related to the sale, not
138. 4:56related to the product. And so what I
139. 4:59mean by that is like if you say if you
140. 5:01were on the phone for today, some of you
141. 5:02guys probably asked this on the phone
142. 5:04like, "So what is Alex or what is
143. 5:06acquisition.com specifically going to
144. 5:07help me with in my business?" The guys
145. 5:10are not going to say, "Oh, what they're
146. 5:12going to do is we're going to, you know,
147. 5:13we're going to figure out your paid ad
148. 5:14strategy for uh for health for your meta
149. 5:17ads webinar uh and this is the hooks and
150. 5:19angles that we're going to run." Because
151. 5:20that wouldn't be reasonable for them to
152. 5:21know. What they would say is, "Hey,
153. 5:24right now you're talking to the
154. 5:25secretary and you have a hearting
155. 5:27question." And so I just want to make
156. 5:28sure that you have a heart that needs a
157. 5:30surgery. That's my only job right now.
158. 5:32And so you're saying that you have these
159. 5:34pains, we solve that stuff. And the
160. 5:36people who can help you solve it,
161. 5:37they're really good.
162. 5:40Do you want to do it or not? That's f
163. 5:42like that's what we all the rest of this
164. 5:44is the consultative closing. You're
165. 5:46coming in with authority and you're
166. 5:47undermining the sales guys because the
167. 5:48process doesn't make it makes you the
168. 5:50hero rather than the prospect the hero.
169. 5:52>> Got it.
170. 5:54>> That's the issue.
171. 5:54>> Cool. All right.
172. 5:56>> Easy peasy.
173. 5:56>> Thank you.
174. 5:57>> Yeah. Okay, you bet.
175. 5:58>> If you are the best salesperson in your
176. 6:00company, then your company will be
177. 6:03always capped by you. And this is what
178. 6:05the 2-day workshop is for. Now, I want
179. 6:06to be clear before I get into what it
180. 6:08is. This is for million-dollar plus
181. 6:10businesses that are trying to scale
182. 6:12their sales team where you are still
183. 6:14probably vast majority of the match.
184. 6:15Either you're literally taking calls or
185. 6:17you are a big percentage of the revenue
186. 6:18or you have to be constantly on the
187. 6:20sales team in order to get this to work.
188. 6:22If you're in any of those settings, then
189. 6:24this is absolutely for you. And so if
190. 6:25you are tired of your sales relying on
191. 6:27you and want a sales system that skills
192. 6:30beyond you, then apply. That's the deal.
193. 6:32And so if it is a fit, we look forward
194. 6:33to seeing you out here. And it's a great
195. 6:34time. We're talking about sales. Like,
196. 6:36how could you have a better time? Don't
197. 6:37take my word for it. Here's what other
198. 6:38people are saying of our workshops.
199. 6:39They're primo. And uh yeah, can't wait
200. 6:42to see you out here.