Why Data Consulting Should Sell the Outcome — Transcript

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1. 0:00This is reads, am I up? Reads, you're up
2. 0:02man. Give me the rev, the rev, the prob
3. 0:06and the business.
4. 0:08>> All righty, we are data consulting
5. 0:10company that sells services. We do about
6. 0:13500k.
7. 0:14I'd like to get to 1.2 million. Our
8. 0:17biggest issue is leads, leads and leads
9. 0:20and then
10. 0:22making them you know, see the message
11. 0:24and reflected business problem that they
12. 0:26recognize.
13. 0:28>> Okay, how are you getting leads right
14. 0:29now?
15. 0:31>> It has been 99% referral till about
16. 0:36It's still 99% referral but I have now
17. 0:38turned on
18. 0:39I'm doing content on LinkedIn.
19. 0:42I'm doing LinkedIn ads.
20. 0:44I'm doing a cold email that I'm trying
21. 0:47to start. It's not started but I'm
22. 0:49trying to do that as well. So right now
23. 0:52for the last 12 years I've run my
24. 0:53company off referrals. I haven't really
25. 0:56sold anything. So my question is is
26. 0:59really around
27. 1:00the best way to generate leads from a
28. 1:02tech source that the message is really
29. 1:05hard. I mean selling data services, no
30. 1:08one thinks they need it. Everyone thinks
31. 1:09they need AI now. Luckily I think a
32. 1:12couple
33. 1:13webinars ago you had said somebody asked
34. 1:15you a question about AI and you said you
35. 1:17need a good you need a data
36. 1:18infrastructure and I was
37. 1:20Yes.
38. 1:21>> You're like can I clip that? We're like
39. 1:23no you can't.
40. 1:24>> [laughter]
41. 1:25>> Um yes.
42. 1:28Okay, so what size companies are you are
43. 1:30you selling?
44. 1:33I'm trying to do mid mid-tier around 500
45. 1:37people. I've worked for It's all
46. 1:39enterprise. So it's all enterprise.
47. 1:41Enterprise but it's so hard to it's so
48. 1:44hard to actually make a difference
49. 1:45there. There's so much overhead and
50. 1:47and trouble. And trouble. Okay, got it.
51. 1:51So functionally what is the what is the
52. 1:53dollars and cents output of of you do?
53. 1:55Like I pay you money, what money do I
54. 1:57get back and how do I make it back?
55. 2:01>> Um some of the stuff like we can help
56. 2:02you with cloud reduce your cloud cost so
57. 2:04you can reduce cost. That can be pretty
58. 2:06great, but
59. 2:07>> Okay.
60. 2:07>> I mean it can be from
61. 2:09I don't know 10,000 to 100 couple
62. 2:12hundred thousand.
63. 2:13>> Okay.
64. 2:14>> How do you charge?
65. 2:15>> around with
66. 2:16Say that again?
67. 2:17>> How do you charge?
68. 2:19>> Hourly.
69. 2:20>> Hourly?
70. 2:21>> Hourly consultants.
71. 2:22>> Oh.
72. 2:23Oh.
73. 2:25Oh. [laughter]
74. 2:26Oh dear me. My god. Let's just get you
75. 2:29to 1.2 million and get you no more
76. 2:30customers and just change how you bill.
77. 2:31How about that?
78. 2:33>> [laughter]
79. 2:33>> I I could handle that.
80. 2:35>> Okay. So okay. So a couple things. So
81. 2:37number one, I think you making content
82. 2:39on LinkedIn is a good idea. Um I think
83. 2:41that you should you should talk like
84. 2:43data no one cares about. But I mean
85. 2:46Yes, people care about it, but you
86. 2:49No one's like waking up in the morning
87. 2:51being like give me my data. I mean I'm
88. 2:52that way, but you know, I'm a I'm an
89. 2:54oddball.
90. 2:55What we want to talk about is the
91. 2:56benefit of data, right? We don't want to
92. 2:58talk about the plane flight, we want to
93. 2:59talk about the vacation. We talk about
94. 3:00Maui, not how we're going to get there.
95. 3:01The TSA checking our bags, taking our
96. 3:03shoes off. That's the data. What the
97. 3:05data gets us is that we got to talk
98. 3:06about. So your content needs to be
99. 3:07taught like what you should be doing in
100. 3:09your content is the demonstration of
101. 3:11what occurs as a result of your
102. 3:12services.
103. 3:15>> And and that's where a lot of the
104. 3:17content is around ROI.
105. 3:19>> Uh-huh.
106. 3:20>> So I'm trying to drive that because for
107. 3:22the longest time I I targeted the tech
108. 3:25people, but tech people never have
109. 3:26buying power. So it it was always
110. 3:28impossible to go. So now I'm trying to
111. 3:30talk at a higher level of return on
112. 3:32investment because so many people do so
113. 3:34much tech stuff that it doesn't it
114. 3:37doesn't provide any value to the
115. 3:39business cuz they don't fit they don't
116. 3:40think they have to the tech side. That's
117. 3:42why I'm trying to not talk to those
118. 3:44guys.
119. 3:45>> Yeah. So ROI content number one. I think
120. 3:48that you should have CTAs in the content
121. 3:49that generate
122. 3:50inquiries that should get people to like
123. 3:52do you give away a widget
124. 3:54or an assessment of any kind?
125. 3:57>> We're trying On the website, I'm trying
126. 3:59to do a data ROI
127. 4:01meeting so I can kind of give you that
128. 4:03kind of information.
129. 4:04>> give you a really sexy thing. Let me
130. 4:06give you a really sexy thing.
131. 4:07Uh I want you to give away five
132. 4:10>> Oh, yeah. No, this is going to be sexy.
133. 4:11I want you to give five one-on-one calls
134. 4:15away for free as the offer.
135. 4:19>> Okay.
136. 4:20>> Now, there's an asterisk there that it's
137. 4:21only for companies that meet your
138. 4:22criteria.
139. 4:24>> Okay.
140. 4:25>> And you probably have to take those
141. 4:26calls anyways for a qualified lead, but
142. 4:27the fact that The thing is just like for
143. 4:29you to have a very high-value lead
144. 4:30magnet, I think so many of these are
145. 4:32going to be so specific to the tech
146. 4:34stack they're using and all the other
147. 4:35nonsense that we have to come up with
148. 4:37something that people can appreciate as
149. 4:39valuable. And so, we say, "Hey, I'm
150. 4:41going to give away five one-on-one
151. 4:42calls." Everyone understands that 5
152. 4:43hours or 5 30-minute sessions is a is
153. 4:45value. Like, even even at the most basic
154. 4:47manual labor level, there's value there
155. 4:50uh that someone can get. And so, I think
156. 4:51the CTA of that would be a great way cuz
157. 4:53then it will give you five
158. 4:54conversations, you can tie in multiple
159. 4:55stakeholders, and you can actually look
160. 4:56at an enterprise-style sale, and it all
161. 4:58works. All you have to do is set the
162. 5:00frame at the beginning of this is like,
163. 5:01"Hey, to be clear,
164. 5:03uh you're good with me as we walk
165. 5:04through these five calls. At the end of
166. 5:05the fifth call, I'll explain kind of how
167. 5:06it working with us might look like. In
168. 5:08the meantime, I want to just provide you
169. 5:09a lot of value." They're going to say
170. 5:11yes, and it's great, and that sets up
171. 5:12the conversation so that you can break
172. 5:14their beliefs around it. The The big
173. 5:16step here is that we want to we want to
174. 5:17take those calls to talk about what is
175. 5:19going to happen, not how to do what is
176. 5:21going to happen.
177. 5:22Do you get the difference?
178. 5:24>> Ooh, yes. Yes.
179. 5:26>> Right. Exactly. We're going to describe
180. 5:27it, not explain it.
181. 5:30And that's how you reset beliefs. That's
182. 5:32how you get people excited about what's
183. 5:33going to happen. As soon as you get into
184. 5:34like, "We're going to click here, then
185. 5:35we're going to" They're They're gone.
186. 5:36They don't give a right? So,
187. 5:38number one
188. 5:39>> I got that with my LinkedIn ads.
189. 5:40>> Yeah. So, number one, ROI content, CTA
190. 5:43is five one-on-one calls. Asterisk, only
191. 5:46for people who qualify. The second thing
192. 5:48is that I think your offer needs to be
193. 5:50around the ROI and you need to use
194. 5:51something called a calculator close. So,
195. 5:53calculator close basically says, here's
196. 5:55all the things that you're currently
197. 5:56doing, which you can do at the end of
198. 5:58the 511s, and say based on the whole
199. 6:00assessment that I have, here's all the
200. 6:01areas that you're losing money or that
201. 6:02you could have efficiency. This is what
202. 6:04I expect you to make, you add it all
203. 6:06together, and say it's, you know, uh
204. 6:08$200,000 is the saving {slash} you know,
205. 6:11improvements in efficiency and
206. 6:12effectiveness, whatever, right? So,
207. 6:13$200,000, the max that you can charge
208. 6:16when you make any kind of result-based
209. 6:18uh service is 30%. And so, if you say,
210. 6:20"Hey, I'm going to save you 200 grand.
211. 6:23Uh I charge 30% of what I save, so it's
212. 6:2560."
213. 6:27But that way, you're charging for
214. 6:28outcomes, not hours.
215. 6:31>> Okay.
216. 6:31>> And that'll break it and that that's
217. 6:32what's going to allow you to really, I
218. 6:33mean, that alone might triple or
219. 6:35quadruple your income.
220. 6:36In independent of of the ROI stuff.
221. 6:39Those would be the two next steps that I
222. 6:40would do.
223. 6:42>> Okay.
224. 6:44Thank you.
225. 6:44>> You bet. Thank you, Ben. Congratulations
226. 6:47on the business.
227. 6:49>> This has been very very very helpful. I
228. 6:51really appreciate it. Thank you
229. 6:52>> There you bet. Thank you for being part
230. 6:53of the group.
231. 6:54If you're not getting as many leads as
232. 6:56you want and your business is demand
233. 6:57[music] constrained, meaning you could
234. 6:59service more customers than you
235. 7:00currently have, then this is for you.
236. 7:02So, marketing is changing and I think
237. 7:04ACQ [music] tends to be on the bleeding
238. 7:05edge of this stuff. We certainly spend
239. 7:07the money
240. 7:07to do it, but we also build custom
241. 7:09software and we pay amazing vendors and
242. 7:11very expensive people to figure out the
243. 7:13system that we have right now and I want
244. 7:14to share it with you kind of open kimono
245. 7:15style. If you're not getting as many
246. 7:16leads as you want,
247. 7:17boy, do I have the thing for you. Click
248. 7:19below, book call, and
249. 7:21hopefully I'll see you in Vegas.