Why Patented Technology Still Needs a Better Demo — Transcript

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1. 0:00manufacturing business and major major
2. 0:02innovation patented technology the
3. 0:04industry's been doing it one way for 50
4. 0:06years really hard headed like the gym
5. 0:08owners you know show me something new
6. 0:10what are you going to show me that I
7. 0:11haven't seen before that kind of
8. 0:12attitude um really just high level I was
9. 0:14wondering what comes to mind like as a
10. 0:16marketing strategy.
11. 0:18>> So what is it that so do you have a
12. 0:19unique methodology that in terms of
13. 0:22manufacturing or is it in some way
14. 0:24>> Yeah yeah it's a unique methodology with
15. 0:26coupled with a machinery.
16. 0:27>> So who's the customer?
17. 0:28>> Uh the customer sorry is a granite
18. 0:31countertop fabrication owner. So like a
19. 0:33guy that owns a shop that will make
20. 0:34countertops.
21. 0:35>> slabs.
22. 0:36>> For builders. Well they take slabs and
23. 0:38they make them into countertops
24. 0:39basically.
25. 0:39>> Yeah and so you sell the big things to
26. 0:41that guy to make slab dogs.
27. 0:42>> Yeah there's only 15,000 of them in the
28. 0:43country it's about 80% 90% retention.
29. 0:47>> Yeah.
30. 0:47>> Uh pretty decent LTV CAC.
31. 0:49>> Yeah I can imagine.
32. 0:50>> Yeah.
33. 0:51>> And so
34. 0:52they are your customers right? And so I
35. 0:55think the
36. 0:57WIFM or whatever it is what's in it for
37. 0:59me.
38. 1:00So why do they care or why should they
39. 1:02care?
40. 1:03>> Cuz it saves them half their labor
41. 1:05overhead three steps instead of one.
42. 1:07>> selling a better machine to them.
43. 1:09>> Yeah.
44. 1:09>> Okay I thought you were okay so I was
45. 1:10like you're manufacturing rocks so I was
46. 1:12like who the god does that?
47. 1:13>> basically I took I took I took the
48. 1:14process that uh they're they're doing it
49. 1:16right now on two machines for my
50. 1:18competitor in eight different steps
51. 1:22with let's say three or four three or
52. 1:24four laborers and I cut it down to one
53. 1:26labor three steps and more square
54. 1:29footage output.
55. 1:30>> think it's all show don't tell. So uh on
56. 1:33the content side I think content is
57. 1:35believe it or not is has gotten so
58. 1:37targeted um that even if you get 20
59. 1:40likes on something the algorithms are so
60. 1:42good at serving now
61. 1:45the right stuff to the right people that
62. 1:47I wouldn't worry about like views and
63. 1:49things like that because you get 100
64. 1:51people 500 people see it you only have
65. 1:5215,000 people in your audience and if a
66. 1:53huge percentage of them are are you know
67. 1:55slab cutters then
68. 1:58you will get more of them to see it.
69. 1:59That's thing one. But you can do that
70. 2:01probably pretty low lift. The I'm
71. 2:03assuming you do mostly outbound?
72. 2:05>> Uh yeah, so I have people right now I'm
73. 2:07scaling in every major city to knock on
74. 2:09doors. That's the probably the best way
75. 2:11because a lot of these guys aren't on on
76. 2:12the internet. They're not going to come
77. 2:13in through the website. They don't
78. 2:14>> Yeah. So it's going to be all demos.
79. 2:16>> Yeah.
80. 2:17>> It's just going to be before and afters.
81. 2:18It's going to be case studies of like I
82. 2:19mean have you done it with anybody?
83. 2:21>> Oh yeah, so we have a process where
84. 2:23we'll get the interest and we'll do a
85. 2:24virtual demo. And the virtual demos are
86. 2:26pretty good for me to close them to get
87. 2:27them to the virtual demo. But that's the
88. 2:29problem. Some of these guys that are
89. 2:30knocking on doors, they can't get the
90. 2:32message. It's kind of like the barrier's
91. 2:34up like oh no
92. 2:35>> So yeah, the best outbound message is or
93. 2:37like my favorite rather
94. 2:39is hey, this is John. I'm calling in
95. 2:41regards to competitor.
96. 2:43Give me a call back when you get a
97. 2:44chance.
98. 2:46And so if like I'm calling McDonald's,
99. 2:47I'd be like hey,
100. 2:49John, this is Alex. I'm calling in
101. 2:51regards to Burger King. Give me a call
102. 2:52when you get when you get a chance.
103. 2:54They respond.
104. 2:56And so then when they get on the phone,
105. 2:58they're like what's going on with you
106. 2:59know, what what is what what's going on
107. 3:00with Burger King? You're like oh,
108. 3:01they're smashing you because they're
109. 3:02using this thing that you're not using.
110. 3:05Thought you'd want to know.
111. 3:08That would be my angle.
112. 3:10>> Got it.
113. 3:11That's great. Thank you.
114. 3:13>> [laughter]
115. 3:13>> No, because I do have a lot of equipment
116. 3:16like all over the United States. Like
117. 3:18local close to these guys.
118. 3:19>> exactly. And they're they probably heard
119. 3:20of each other relatively. And even if
120. 3:22they haven't, they'll know like even if
121. 3:23you if your Jim was slab cutter and it's
122. 3:26like hey, this is John slab cutter and
123. 3:27he doesn't know about John, he might
124. 3:30still recognize that it's a another
125. 3:31person who's in the space. It's still
126. 3:33interesting.
127. 3:34>> Yeah.
128. 3:34>> Yeah.
129. 3:36If you're not getting as many leads as
130. 3:37you want and your business is demand
131. 3:38[music] constrained, meaning you could
132. 3:40service more customers than you
133. 3:41currently have, then this is for you. So
134. 3:43marketing is changing and I think ACQ
135. 3:46tends to be on the [music] bleeding edge
136. 3:47of the stuff. We certainly spend the
137. 3:48money
138. 3:49to do it, but we also build custom
139. 3:51software and we pay amazing vendors and
140. 3:53very expensive people to figure out the
141. 3:54system that we have right now and I want
142. 3:55to share it with you kind of open kimono
143. 3:57style. If you're not getting as many
144. 3:58leads as you want,
145. 3:59boy do I have the thing for you. Click
146. 4:00below, book call and
147. 4:02hopefully I'll see you in Vegas.