"Why Won't My Clients Work With Anyone Else?" — Transcript

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1. 0:00I'm in the functional medicine space
2. 0:02where we get to the root cause of a lot
3. 0:03of health elements for different types
4. 0:05of clients. We're bringing in about 1.6
5. 0:08mil. The goal is to 10x that.
6. 0:11Our problem right now is I'm the
7. 0:13practitioner that is doing the sales and
8. 0:15the fulfillment. And so we needed more
9. 0:17help on the fulfillment side. I hired on
10. 0:19a practitioner. I'm currently trying to
11. 0:21move my clients over to this new
12. 0:23practitioner. They're not wanting to
13. 0:25move over.
14. 0:26>> Yeah.
15. 0:27>> And we're also trying to narrow the type
16. 0:30of client that we're serving.
17. 0:32So kind of at a bottleneck.
18. 0:34>> Yeah.
19. 0:35Uh short-term long-term.
20. 0:38Like feature not bug.
21. 0:40If you if people love you because you're
22. 0:41good at what you do, they will be upset
23. 0:43that they can't get you. And that is
24. 0:45just how it works.
25. 0:47>> Okay.
26. 0:48>> Yeah, like basically the fear is if I
27. 0:51give up these customers then I will lose
28. 0:53revenue in the short-term. Which is
29. 0:55true.
30. 0:56>> Mhm.
31. 0:57>> And if you don't do it, you will be
32. 1:00stuck doing this forever.
33. 1:02>> True.
34. 1:02>> And so one of them is forever, the other
35. 1:04is short-term.
36. 1:05And so then the question laddered up is
37. 1:09do I feel confident in my ability to
38. 1:10acquire customers so that I can fill my
39. 1:13practice back up uh without it being me.
40. 1:18Do you feel confident?
41. 1:19>> Well, that was us without any ad spend.
42. 1:21So we're currently trying to add an ad
43. 1:23spend to bring in more leads.
44. 1:25>> Okay. Is that working?
45. 1:28>> We're currently
46. 1:29>> Okay.
47. 1:30In progress. Very in progress.
48. 1:33>> started it.
49. 1:33>> Yeah. So what are you um
50. 1:36So what's the plan?
51. 1:37>> Well, that is currently the plan.
52. 1:39>> Okay. What What specifically? What are
53. 1:41you doing?
54. 1:41>> Google ads. That's what we're starting
55. 1:43on. We're also trying to build up a
56. 1:46webinar to focus on our
57. 1:49>> No, I'm just listening. Keep going.
58. 1:50>> I was like I said
59. 1:51trying to build up a webinar to bring in
60. 1:53more leads as well to focus on our ideal
61. 1:55client. Instead of being as broad as we
62. 1:57are right now.
63. 2:00>> And are
64. 2:00you local?
65. 2:02>> Telehealth.
66. 2:04>> Word.
67. 2:07Trying to run Google Ads for telehealth?
68. 2:09>> That helps target our local audience.
69. 2:11I'm in Texas.
70. 2:13>> Locally. Okay.
71. 2:14>> Correct. But I do see clients from all
72. 2:16over the space. I have affiliates that
73. 2:18have worked with me.
74. 2:19>> meet up with you in person to buy your
75. 2:20telehealth services?
76. 2:21>> No, everything is telehealth. I sell
77. 2:24telehealth. I fulfill telehealth.
78. 2:27Lab-wise, they get that done locally
79. 2:29wherever they are.
80. 2:29>> Yeah. Interesting. Okay. Um
81. 2:33What's What's the sales motion from
82. 2:36click to close?
83. 2:38>> They come in for intro consult.
84. 2:40I sell them. We close them there or we
85. 2:43don't and then
86. 2:44>> say there, you mean on a phone call?
87. 2:45>> Correct. Video.
88. 2:47>> And right now that's how the Google Ads
89. 2:48are going?
90. 2:49>> Correct.
91. 2:50>> And there's no other steps?
92. 2:51>> Nope.
93. 2:52>> That'll be interesting.
94. 2:55>> Help.
95. 2:56>> [laughter]
96. 2:57>> Yeah.
97. 2:58Um yeah, I mean you have you have to
98. 3:01build out a sales motion. So right now
99. 3:03So what you have and this is this will
100. 3:04be good for Who here had does not have a
101. 3:06reliable way of getting customers? As in
102. 3:08like you get it all word-of-mouth
103. 3:09predominantly. Okay.
104. 3:11Cool. Um
105. 3:13So one of the biggest mistakes that you
106. 3:15that you make uh from an acquisition
107. 3:17perspective is you using a warm process
108. 3:19on cold leads.
109. 3:21So
110. 3:22the reverse always works and the inverse
111. 3:25does not. Meaning
112. 3:26if you use a warm process on cold leads,
113. 3:29you will not sell people and you will
114. 3:30only sell the 6-in pots, which are the
115. 3:32warm leads, which you pretty much could
116. 3:34just be like, "Here's the price. Buy
117. 3:36it."
118. 3:37Um
119. 3:38on the other hand, if you have a cold
120. 3:40acquisition process, you can put a warm
121. 3:41lead through it and they will buy at
122. 3:43higher rates.
123. 3:45And so typically it comes from either a
124. 3:46lack of skill or a lack of energy in
125. 3:48order to put every lead through the
126. 3:50exact same cold process. And so, said
127. 3:53differently as a bigger example, uh who
128. 3:55here was at the launch for the book?
129. 3:57Can I get some hands? Okay, so like some
130. 3:59of you. Great.
131. 4:01So, I had this book launch like 8 weeks
132. 4:02ago. It was kind of a big deal. Anyways,
133. 4:03so
134. 4:05Um we broke the world record, but uh you
135. 4:07know, it's okay. Uh
136. 4:09we doubled it, but
137. 4:11No books besides Harry Potter beat us.
138. 4:13Anyways,
139. 4:14um
140. 4:14>> [laughter]
141. 4:15>> Anyways,
142. 4:17uh at the launch, many people who were
143. 4:19there knew who I was. There were also
144. 4:22people there who did not know who I was.
145. 4:24The webinar was structured for people
146. 4:25who had no idea who I was. The people
147. 4:27who did know were not offended. The
148. 4:29people who didn't know were grateful to
149. 4:30find out.
150. 4:31And so, we have to build the whole
151. 4:33thing. Now, I could have probably sent
152. 4:34an email with the offer and done a third
153. 4:37of the sales we did.
154. 4:39Probably.
155. 4:41The other two-thirds came from actually
156. 4:43selling like we meant it.
157. 4:45And so, right now you're missing
158. 4:46friction in the sales process.
159. 4:48You'll have to have like the Google Ads
160. 4:50part that's local, that's kind of
161. 4:52interesting,
162. 4:53um
163. 4:53because you'll have some trust from
164. 4:55local, but you'll still probably need
165. 4:57some more selling to happen in between,
166. 4:59some little application, a VSL in
167. 5:02between that we'll have to put there.
168. 5:04Um
169. 5:05not sure what the offer that like I have
170. 5:07to look at the offer and the kind of
171. 5:08pricing the pricing that you're doing.
172. 5:09Um but that those three things have to
173. 5:11work.
174. 5:12Um
175. 5:13on the true national
176. 5:15that's a pitch that's a pitch. You know
177. 5:17what I mean? That's a straight like that
178. 5:19is a media
179. 5:20that is a different game.
180. 5:22Like the local one you'll be okay
181. 5:23because you have that local trust. With
182. 5:26a little bit of of warming up you'll be
183. 5:27okay. The the webinar one is like
184. 5:32And you're going to be running meta ads
185. 5:33for that?
186. 5:33>> Yes.
187. 5:34>> Yeah.
188. 5:35Um
189. 5:37Man, there's a lot there. Uh what's the
190. 5:39creative?
191. 5:40>> Um I'm not I'm not sure.
192. 5:42>> The ads.
193. 5:44The ads that you're going to use to push
194. 5:45the webinar.
195. 5:46>> The type of client that we're trying to
196. 5:48attract. My husband does most of the ads
197. 5:51stuff, so probably he could better
198. 5:53answer that.
199. 5:53>> know what the creative is for the
200. 5:54webinar?
201. 6:01>> Like the testimonials?
202. 6:02>> that.
203. 6:03>> [laughter]
204. 6:05>> Yeah, yeah, like what's the messaging
205. 6:08for getting these people in?
206. 6:11Yeah, what's the messaging?
207. 6:12>> on the pain. So, our primary client is
208. 6:14the menopausal woman
209. 6:16that is highly successful, doesn't know
210. 6:18what to do, she's underserved, and
211. 6:21educated in that space. So, that's kind
212. 6:22of And what's the hook for the webinar?
213. 6:25We're in the process
214. 6:27Yes, it's a little too early for that,
215. 6:28Alex.
216. 6:30>> So, so zooming back out,
217. 6:33your issue is that you're good at what
218. 6:34you do, you're transitioning your
219. 6:35clients to this other practitioner. Um
220. 6:39are you going to have more practitioners
221. 6:40after this person?
222. 6:41>> Eventually. We want to get to 10 mil, so
223. 6:42yeah.
224. 6:43>> Yeah, of course, right? Yeah, naturally.
225. 6:44Or you could just charge a ton of money.
226. 6:46Uh
227. 6:47which is the play.
228. 6:49Um
229. 6:50so
230. 6:52Yeah, that's going to be an that's
231. 6:53inevitable, so we have to do that,
232. 6:54period. I would try to manage that
233. 6:56transition to the best degree possible.
234. 7:00But uh
235. 7:03I'm trying to think
236. 7:04I would probably see if I could change
237. 7:06the service delivery ratio rather than
238. 7:07go 100% as an intermediary. Like, can
239. 7:11you get like 10x leverage on your time
240. 7:13so that you don't risk losing revenue?
241. 7:15Because here's what I don't want to have
242. 7:16happen. You switch over to new gal.
243. 7:19Let's say new gal loses a third of the
244. 7:21customers and they churn over the next
245. 7:23however many period. Let's say you're
246. 7:24running 50% margins. What are your
247. 7:26margins right now?
248. 7:29Seven Okay, great. So, because all Yeah,
249. 7:31all word of mouth and all remote. Heard.
250. 7:33Um but margins can compress, and then
251. 7:35now you haven't had any cost of
252. 7:37acquisition. So, it's like top line
253. 7:39comes down, uh cogs go not cost, but
254. 7:42like your costs go up because you're now
255. 7:43marketing, but you're not good at
256. 7:44marketing yet. And so all of a sudden
257. 7:46you go from 70 to like zero. And then
258. 7:47you're like, what the [ __ ] What
259. 7:49happened to this business? What are we
260. 7:50doing? And then you freak out and then
261. 7:51you go back to what you were doing. And
262. 7:52it just feels like a big mess. That's
263. 7:53what I want to avoid. So I think one is
264. 7:56like, instead of handing 100% off, it's
265. 7:58like, all we're going to do is that I'm
266. 7:59moving up, she's going to handle these
267. 8:01components, I'm still in charge of all
268. 8:03these pieces. We're going to touch base
269. 8:05on a five times less frequent cadence,
270. 8:07but just know that she's sharing notes
271. 8:09with me internally. And then maybe you
272. 8:10go to soft touch via message thing like
273. 8:13that and no more calls. And it's like,
274. 8:14okay, they still feel the same uh
275. 8:18proximity to you. But that way we can
276. 8:20dramatically decrease the risk of this
277. 8:21person taking over and and [ __ ] it
278. 8:23up. And also that person taking over and
279. 8:24just leaving.
280. 8:26And just taking the whole business with
281. 8:27them.
282. 8:28Which is not a bad deal for them. Uh,
283. 8:30terrible for you though.
284. 8:31So um
285. 8:33that's what I'd be mindful of with the
286. 8:34transition. And um
287. 8:36for sure running paid is a different
288. 8:38monster.
289. 8:40>> Thank you.
290. 8:40>> Yeah, you bet.
291. 8:42I can't give you every single SOP that
292. 8:43would be ridiculous. It'd be like this
293. 8:44long. But these are the top five SOPs
294. 8:46that we have used to scale [music] that
295. 8:48Leila actually put together for us cuz
296. 8:50she's really been the one who operates
297. 8:51the business. And so yeah, I don't know
298. 8:53what's inside of it. But um [music] it's
299. 8:54good. So you should check it out cuz
300. 8:56Leila made it and she makes good stuff.
301. 8:58It's free.