Why This B2B Product Shouldn't Pivot to Consumer — Transcript

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1. 0:00We have a bar cocktail mix that we sell
2. 0:03to B2B.
3. 0:06Country clubs, resorts.
4. 0:08>> You should partner with Ben Potts who
5. 0:09was on the Cash Cast.
6. 0:12>> Um we do 3.5 last year in revenue and
7. 0:17our biggest thing that's stopping us was
8. 0:20Um my father he was the main salesman
9. 0:23that he had a position. He's doing this
10. 0:26full-time as well as trying to focus on
11. 0:28whether we should try to grow the
12. 0:30business awareness just because a lot of
13. 0:33people don't know about it unless they
14. 0:35know us or referrals or just try to just
15. 0:38get more accounts.
16. 0:39>> Can you explain a little bit more about
17. 0:41the product?
18. 0:41>> Yeah, so
19. 0:43a pina colada, strawberry daiquiri,
20. 0:45margarita, stuff like that. It's mainly
21. 0:47it's a frozen product. Comes in frozen,
22. 0:49lasts 2 years.
23. 0:51Once you thaw it, it lasts a week. But
24. 0:53it's mainly for people who are high
25. 0:55volume so you can spat out a lot of
26. 0:58drinks.
27. 0:59>> and things like that.
28. 0:59>> Yeah, mainly like a frozen drink machine
29. 1:02or like a blender. So.
30. 1:03>> Got it. Okay, and so the question is
31. 1:05whether you should focus on awareness.
32. 1:07>> Oh, like growing the brand cuz it's like
33. 1:09it's not very public. It's only mainly
34. 1:10people that know us, we talk about it or
35. 1:13just people who who guess they're like
36. 1:15this is amazing.
37. 1:16>> Is it currently all word of mouth?
38. 1:18>> Yeah, basically.
39. 1:19>> Okay, so you have no Well, you have your
40. 1:20father who's who does sales.
41. 1:23>> Yeah.
42. 1:23>> And how does he do sales?
43. 1:25>> Um previous relationships from being in
44. 1:27the industry for over 20 years.
45. 1:29>> Yeah.
46. 1:30>> Okay. So what stops you from mechanizing
47. 1:33his existing outbound motion and then
48. 1:35getting like 10 guys to do it?
49. 1:38>> Um we haven't done it. It's just, you
50. 1:40know, probably lack of Yeah.
51. 1:43>> So like I mean if if I had to pick
52. 1:45between more of that thing, right, and
53. 1:47this brand new thing that you've never
54. 1:48done, I definitely would mechanize the
55. 1:50existing thing.
56. 1:51>> Yeah.
57. 1:52So.
58. 1:52I was thinking
59. 1:53>> it's going to be a conversation that
60. 1:54you're going to have with your father.
61. 1:55Obviously we can help. But like
62. 1:57breaking down like, okay, let's take
63. 1:59this thing and break into 50 pieces
64. 2:00because it's not like, hey, how do you
65. 2:01do outbound? Like, that doesn't work.
66. 2:03It's like, okay, what's initial contact
67. 2:05look like? What's first message? What's
68. 2:06second message? What's going to What's
69. 2:07the script? What's the opener? What's
70. 2:08the offer to get them kind of enticed?
71. 2:10Once we have that conversation, what's
72. 2:11the thing that we can increase the pain
73. 2:13between where they're at and where they
74. 2:14want to go so we can insert ourselves.
75. 2:16>> Yeah. One of the biggest things at least
76. 2:17is with getting them to actually try the
77. 2:19product cuz it's like everyone's like,
78. 2:21oh, it's just it's another mix. So, once
79. 2:23they taste it, it's different, but you
80. 2:25know, getting to that person a decision
81. 2:27is you know, the hardest thing. So.
82. 2:29>> There are so many ways to do that. Um,
83. 2:31but yeah, I mean, you you need an
84. 2:32outbound motion. There's probably a
85. 2:34combination of conference
86. 2:36um, slash trade show that would work
87. 2:37really well, too, especially cuz you are
88. 2:38a taste like literally taste it. Um, and
89. 2:41it would probably crush in that setting.
90. 2:44>> Okay.
91. 2:44>> Probably be very easy to sell. I just
92. 2:46don't I don't think you should go brand
93. 2:48now, especially since you built the
94. 2:48whole business off B2B. I would just do
95. 2:51more of that for now to start.
96. 2:52>> Okay.
97. 2:53Thank you.
98. 2:53>> Yeah, no worries.
99. 2:55If you're not getting as many leads as
100. 2:56you want and your business is demand
101. 2:57constrained, [music] meaning you could
102. 2:59service more customers than you
103. 3:00currently have, then this is for you.
104. 3:02So, marketing is changing and I think
105. 3:04ACQ [music] tends to be on the bleeding
106. 3:05edge of this stuff. We certainly spend
107. 3:07the money
108. 3:08to do it, but we also build custom
109. 3:09software and we pay amazing vendors and
110. 3:11very expensive people to figure out the
111. 3:13system that we have right now and I want
112. 3:14to share it with you kind of open kimono
113. 3:15style. If you're not getting as many
114. 3:16leads as you want,
115. 3:18boy, do I have the thing for you. Click
116. 3:19below, book call, and
117. 3:21hopefully I'll see you in Vegas.