How to Clone Your Dream Clients: $200K into $22,000,000 Agency Case Study

all right so I'm excited to share my buddy Jon's big brain with everyone today Jon V and I we connected a while back when I was doing our six-figure accelerator course we connected through my business partner at the time in and Jon's a really sharp guy and he's been in the agency space for a lot longer than

me and has a lot of you know very enterprise and corporate experience probably a lot more than most of us in here and so he's got a lot of crazy stories to share and I'm excited to hear because I don't personally know all of the all this stuff going on so with that said John why don't you

take it away from here all right to the introduction and so let's see do I have the ability to just share my screen so it can kick into I wanted to share I think there should be a shared screen alright can everybody see the title screen alright good I'm gonna get rid of the video because otherwise is

gonna be really awkward if you see me like going back and forth between the two screens alright so excited to be on here if you have any questions let's see if I can get I think I can get now I'm not a hundred percent sure I can get chat up so if you have any questions put in

slack hit up and chat might be able to there we go there we go all right now I got chat open cool so you have any issues throat in chat I'll be able to see it if you have any questions throat and chat and having to answer them what we're gonna do is we're gonna go over as

I would put it like three-step process and it's a lot more than three steps but it's three big pictures on how to rethink about selling and what I mean by that is you know people hate to be sold but they love to buy let's face it people there are shopping malls people love to go shopping they love

to go buy stuff but you're walking through that shopping mall somebody walks up to you from one of those kiosks in the middle and they start trying to pitch you some silly toy that like you throw it in the air that's the ball and it flattens out and then turns back into a ball yeah you're somebody like

me with kids you know like no go away go away my kids are gonna want this in there eight dollars a piece and their garbage taking a break in a week my kids don't know that right but people love to buy and they hate to be sold so talk about how to shift your mindset and business tool

and more ideal clients so everybody's seen a picture of me we don't have a picture of me as we get into this so about me I'll show you a picture of my two little kids instead their names are Amy the oldest and Isla the youngest but you know I'm I alluded to probably a little bit older than

a lot of people here I'm not 40 yet won't be 40 this year but getting closer to it Myra man two kids started my career in the sales and that open sales management I've worked in marketing agencies for about half my career for the last about four years until recently I've been in software and technology businesses in

the beginning my career I did some like as I put a boring industries I sold industrial cleaning chemicals for a while I worked in a company that sold the retail nothing exciting but so I've kind of been all over the place seen different things try different sorts of stuff and give you a little more perspective you know

so if you you know Kemp station is the first job I ever had that was you just for cleaning chemicals brafton was a huge agency I worked for we're talking in its peak 300 employees just the US alone globally the brands I think they had over 500 employees at one point large company Crimson hexagon sales software in

in you know marketing they actually just got acquired by one of the biggest competitor is a huge merger so there's social media analytics but I've been in you know all these different companies there have been some really interesting consistent things that I've seen for the companies at work and there's also curious things I've seen when companies do

stuff that doesn't work and it hasn't really mattered what industry what vertical what product there are certain things that made businesses successful versus businesses that aren't successful so that's what we're going to talk about to my agency is called white whale hunting for those of you who've been in sales you might know the reference because I'm not

talking about let's go to literally go insane and build a boat and hunt Moby Dick no in sales the white whale is that client that's going to change your numbers whether it's your quarter or your year it's that ideal and I've kind of spent my whole career for at least the last like ten years focused on helping

sales people find and land their ideal clients since we always called them white whales decided to you know name the agency after that part of the reason I'm doing this too is that sales is a grind you know I've kind of sat in between sales and marketing for a number of years now sales it's tough to do

it all day every day it really is whether your sales person your manager your business owner it doesn't matter if sales it's tough to do all day every day everybody loves closing deals but nobody likes doing all the hard work my business came from the idea that I wanted to clone ideal clients or even help businesses figure

out who their ideal client is and that's gonna change over time for a lot of businesses but ultimately clone your ideal clients all right generate interested buyers notice I'm not saying prospects or leads or what not you can call them that but at the end of the day I want to help businesses generate interested buyers people who

are going to raise your hand and say good time to talk guide people through a process not sell them oftentimes they refer to it as the buyers journey the person who wins typically those three things there's a lot more things they do but there's typically three things you see number one they're impeccably honest the whole way which

guides everything they do number two their prospects on a decision-making process they don't sell them they help them make the best decision at the end of the day if you're able to do that whether you win the business or not you're going to be respected and they're going to think very different of you than the people who

just try and get them to sign up no matter what and last as guides what they're trying to do is teach the person how to do it you know they don't want to just sit there and say like I have the secret formula and if you sign up for us you're gonna get to see it because smart

salespeople they might you know have somebody do a proof of concept or a test they might walk them through how things will be different but what they're going to be doing is going back to that guiding they're going to be helping that person understand how to do it and the way I do this for a lot of

my clients is I literally tell them what they should do and I I will tell all of you this is this may come up again in the presentation anytime you're pitching a prospect tell them what they should do because here's the thing if they're ninety percent of the way there and you get them the last ten percent

you were never gonna get them as a client but because they know you know your stuff they might refer somebody to you everybody else isn't in that boat and when they see what it takes to be successful and what they want to get that you can deliver on it and the gap between who they are and their

skillset and their experience and what they want or just their time they're more likely to hire you because they know you know how to get there because you've proven them so ultimately like that's what you're aiming to do is teach people show them how to do it show them the path and then if they can do that

great you're going to be far more likely to get the business all of this leads to world domination but we all get to define our own world I didn't put it up there because I want everybody to think let's make the next billion dollar company at the end of the day one of the things I like to

up Matt and his program was that he never pushed anything on anyone other than build the business you want you know if you want to spend all day working every day but love the work you do do that if you want to work three four hours a day and make enough to get by but have a business

that supports you you can do that too and that was always this philosophy so it's kind of define your own world but make sure you go out and you build something that's gonna help you get there all right so let's talk about a couple people had helped out and what we did there and this will be the

last of my introductions before we get into the really really good stuff so one of my clients was Brooke she's the managing director of a digital marketing agency over in the UK she actually runs like oh they do like really impressive ad buys for big companies and the problem they had is smaller companies would approach them and

say can we work with you and she'd have to say we cost this much or go away she was turning down a lot of small businesses so what she did is she came up with a program where they basically set everything up for the person and they talked how to run their own ads but she had never

been selling a program you know normally she just get clients and they'd work with her and her agency forever so what I did is I worked with her to help her understand one how does she get out of her head as a non sales person as a marketer and get into the head of a sales person and

we went through the sort of philosophical things that just discussed the guiding somebody through a decision and you know when you think of it that way it's much easier and by the end of 90 days she was consistently closing new business you know and some of the things we did were tough because we cut like the number

lead she was generating through her own hats because these people would be you know tire kickers waste of time people who just wanted to talk so we did a lot of optimization peltzman the shoes a little start consistently closing business for a new program you know it let's face it some of these people are successful and they

grow their businesses out what agency are they going to go to to expand their digital marketing right so another one of my clients who I talked to Tara almost every single day still Tara's the founder of her own PR agency and she's also a PR coach so she does two different things one she's like an amazing PR

person and two a lot of people who can't afford like the five ten fifteen thousand dollar a month packages that PR costs you know go to her to learn how to do it on their own so what we did is we worked on how she structures her day in her week and a month alright and built a

LinkedIn outreach campaign to reach really high ticket clients really high ticket clients she pinged me today that she got three more applications for her current program which is she sold out the first time but at 7500 per person for two months we're in the process of coming up with a plan for how she can sell out her

a thirty thousand dollar a person program starting next year which she's already got people raising their hands for but you know Tara was a phenomenal success story because she was like me working full time in a day job and couldn't find a way out of it she went full-time earlier this year which is when she you know

first hired me and it's been exciting to see her get to the point where you know she's gonna make it hurt her and I talk constantly the way we talk in empires in slack you know that really camaraderie keep each other going kind of relationship then one last person I wanted to talk about is you know somebody

from my startup experience my original consulting plan and business plan was to work with startups and Ross is somebody I know we almost overlapped at one of our employers he left right before I got hired I heard about the guy I wanted to meet him he was building an inside sales team in a Boston area startup what

happened is they got to a certain point and he's like I need some fresh ideas and because we had been talking you know he asked me to come in for a day and sift the two different sales teams so what we did was just come up with you know a general idea that I have seen a lot

of different things and I know it works across industries and what doesn't so we had a great day around that worked on a bunch of different things with both the prospecting team and the closing team I'm really just fundamental sales concepts at the time he was building the 20 person team he left that company a little while

later and built the 50 plus person team across multiple offices and the team has kind of taken his brain and put it into an Operations role where he can help everybody be successful as you know the team's he builds so it's been pretty you want you want Tara in this program I see here your chat man we

can talk about that okay we can talk about that so let's talk about this how do you create buyers because that's what all of my clients ask me how do you create buyers most of the people I talk to is you see their agency owners if professionals you know they're not sales people but they don't want to

sell right they want to create buyers so there are the three stages to this stage number one this is something that I heard over over and six-figure agency accelerator with Matt is you have to take the kind of work you do and change it from our lean projects into products and retainers and this is even I've been

talking to a prospect this week I think he's signing on the dotted line this weekend or early next week but he was asking to keep in a business 11 years he runs a million-dollar agency he wants to scale it to like three four million dollars and he said you know like how do I take what I do

these are the four things I do and I said well those are your four products you do digital marketing here are your four products and he's like I don't know about that I said yeah but nobody has to know exactly what the details of them you know you do organic you do paid you do conversion pages and

you help people with marketing automation and marketing automation is not going to be come up much but those are the four products you have how we price them is totally different so and that this is a big shift for everybody to give you an example outside of myself and client I shouldn't say client yet he hasn't signed

the paperwork and paid me so he's not a customer yet but if you are an editor and people are hiring you to do content and edit their website and edit their blog and edit books and whatever you're doing things by the project they're hourly you're going to be limited by your hours you're also going to be limited

by the fact that people are always gonna pay attention to things like your hours however what happens when you change it to I'll edit your book for ten thousand I will edit your could be an e-book white paper whatever up to a hundred pages for five thousand and I'm just throwing out number if you want me to

be your editor for your blog so basically help you with content strategy and direction and whatnot for you your team that starts at two thousand dollars a month we've just taken everything this editors doing it turns out on their projects and turn it into products and retainers so this is the first thing you have to do if

you have questions on how to do this well there's a guy who started this group because things Matt I think he's a good person to start with but I have a feeling most people are already here this is crucial if we don't have this the rest of this doesn't work so step number two use your go-to-market strategy

that's what GTM stands for go to market I actually worked for the guy who trademarked that phrase and he did nothing with it legally and now everybody uses it so nobody knows he had meant at the phrase that was a pretty interesting experience we will get to that agency later on so go to market strategy the shift

is from how you do it to the results you get has anybody in here ever started talking to somebody and they're like what do you do and you say I'm an editor like okay great I'm a writer from a digital marketer right or in my case I'm a salesperson you want something to shut up and go away

from you just stop me your salesperson they will leave you alone unless there are another salesperson okay so nobody cares nobody cares unless I mean if you sit there and saying I'm an I'm an actor they're curious right but unless you're one of those professions you know I'm an actor I'm an actress nobody cares but if you

sat there and said oh well I help business owners clone their ideal clients and find more of them people were like Oh tell me more even if they're not in business they're far more likely to say tell me more if you're an editor you say I help people you know make their readers absolutely love their work and

waiting anticipation for the next release people like what would you or what do you do you're an editor right but that's what you do that's the result you get you know what I do is help businesses find their ideal clients out there that editor makes readers loyal makes them come back they want to buy the next book

they want to read the next post they're interested in the next whatever it is that's the big part of our students they help make their content so much better so people love it and want more so shifting from how you do it to the results you get is absolutely huge in terms of buyers because people are then

curious about the results but they really don't care about how you do it in the third stage is lead generation I have spoken to so many small business owners if you tell me that the way they built their agency is through referrals and it's organic there's a problem with that to talk about my own personal experience with

that but even the agency I spoke to this week talking to him about it he said I have 20-plus customers right now I have a million dollar agency I'm making six figures I want to make a million dollars a year I can't do that through referrals in organic and if I build a bigger team and things drop

off because it's not repeatable and it's not dependable I'm gonna have to fire people and I've heard this so many times talking to freelancers talking to business owners talking to even sales people like half the say my first sales job I was really good at not prospecting in traditional ways and eventually caught up like at the end

of the day referrals on organic ate you to a certain point but having a system so you generate leads on a consistent basis is utterly crucial to any business's long-term success can you get by without for a while of course you can get by without anything for a while that goes back to the phrase an apple a

day everybody just filled in the second half keeps the doctor away I'm a huge Jim Rohn fan and he used to say that's the audience have you heard the phrase an apple a day and the help keeps the doctor way and he asked good question right what if that's true and all the phrase says is that a

good healthy habit every day is more likely to keep you healthy next thing Jim says is the phrase isn't a Hershey bar a day I mean you can have chocolate and candy and you can have fast food you can have all that but if that's all you eat it's gonna catch up to you Sunday might be in

a month might be in a year might be in a decade might be in 20 30 40 years it's going to catch up to you and it's the same sort of thing with lead generation every sales rep finds this out if you stop prospecting if you stop generating new proposals you kind of run out of pipeline someday

you can't sell when you annuity to Celtic it's the same thing with business owners if you're not doing something to consistently generate leads you're gonna find a day where the amount of work you up coming in doesn't match the team size you have the revenue goals and the amount of money you want makes it more you get

a plenty of free time on your hands but it's not the kind of free time you want to have so these are the three key stages shifting your work through our lien projects very employee asks to products and retainers shifting how you talk about what you do your go-to-market strategy from how you do things into the results

you get to get people interested in curious and lastly taking a lead generation to the next level not depending on what's just coming to you easily and making sure you have a system that you're consistently getting good quality leads into the door so Matt's gonna talk heavily about you know products and retainers in his own time I

want to focus on the second two stages here go to market strategy and lead generation so let's talk about go to market strategy since that's stage two we have to start with what the customer wants the customer wants results so we came up with the products and retained us they don't want the product to the retain it

they want the results right the editor says I'm an editor they think of my own but I make sure people read your stuff and come back for more that's intrigue what's the challenge alright and the real question here is why can't they do it themselves and that's an interesting question why can't they do it themselves they might

be able to I talked to one business owner who has a salesperson for his agency now the business owner could go out and prospect all day and sell all day but he's at the point where he's got you know 12 feet but working for him and he's got another you know 6 7 8 who or freelancers working

for him he's got to decide between managing 20 people and going out and prospecting and generating new leads he's got a salesperson for that right so what's the challenge sales person was not prospecting person wants to just close deals so there's a challenge that we're talking about you know why can't they do it themselves the owner can't

do it anymore and he doesn't have the time to kick the salesperson every single day and say like what are you bringing in this week same thing with the editor why can't someone who's running a site necessarily be the editor well if they're writing the content it's really hard to edit it yourself especially at a certain level

you know the best authors in the world hire editors because they're sometimes not too sure how to cut it all out and make it as good as possible it's so hard when you're that close to your work so that might be with the challenges so the question really answer is why can't they do it themselves and the

third piece to this is how do we make it happen and we all know this there are three ways of making it happen this do-it-yourself right and I'll give it an easy example say you want to build a birdhouse you want a birdhouse right you want to build it on your own you can do it yourself you

can go watch youtube videos and read instructions go buy all the pieces you need all the wood glues screws whatever it is put it together you can go to a class and it start like the Home Depot or they'll show you how to build a birdhouse right and so we can teach people to do things and last

is buying it oh you can just go buy a birdhouse it's the same thing with what we do courses cater towards the do-it-yourself programs where you're doing a lot of meeting and greeting more towards teaching what we do as agency owners is typically buying we are giving somebody the ability to buy an end result so we got

to talk about results we have to understand why don't they don't why they don't do it themselves and we have to understand how do we make this happen ultimately so one of my favorite authors is David Allen he wrote books on productivity and how to manage your time and what I like about him is he's got some

ideas that work great and he's got some ideas that not everybody will stick with but he's got a really good system one of the things he stresses is that he can do anything but not everything and the key with this is your customers are in the same boat and at the end of the day as your business

grows you can grow this as big as you want but you're gonna have to hire other people to do it and that's why there's all these other resources like how to hire people and manage them and whatnot that Matt references so we have to keep this in mind as we're doing this our customers are having the same

problem they can do anything but they can't do everything so we want to do is provide the thing they can't necessarily make the time or dedicate the resources to do all right so the sad truth about that agency I told you about before we had a client where they gave us $200,000 thank you for upgrading the meeting

Matt lead a client who gave us $200,000 for the lead generation campaigns and we took that and turned it into that's not twenty-two million dollars in pipeline that's twenty-two million dollars in revenue our goal was four million dollars this is one of the most successful teams and campaigns I ran in my entire life one year later I

had to lay everybody off including myself we went out of business in fact he had been in business almost 20 years incredibly accomplished person and what's really interesting is we were a lead generation firm helping people find ideal clients and we went out of business and there are a couple things that happened there one we got very

dependent on big clients and we weren't that big we were 12 people might have been a million dollars tops in revenue not a very big business so we got very dependent on three big clients well one of them downsized the business even though they were doing very well it kept realizing they had to cut a lot of

costs and they couldn't justify cutting more employees and not cutting us they felt it was the wrong thing to do that was a six-figure retainer the one we got these results for we were running out of work with them they were shrinking the size of the contracts not because they didn't like us but because their marketing budget

was getting tightened and we had a third client was having the same issue so our three big long-term customers suddenly all went bye-bye on us or at least shrunk and we didn't have anything to replace it with that was going to keep the business going so instead of doing everything you could to keep the business afloat the

owner decided to go back to just being an individual consultant after 20 years of building the business and I tell you this because you know we're about to get him to lead generation and you know what I learned at staffs businesses on what they did but that can happen to any business I've seen it happen I've talked

to so many people where you know the company who's looking to sign up with me he actually said something's gonna happen in the next five years that's gonna make it so I can't keep doing what I'm doing to get customers and I need to do something else and it's just true for everybody so what did I learn

shifting to software businesses these SAS startups well they have a model for sales all right and here's how they think about lead generation because this was the fundamental thing because for those who aren't super familiar with startups what they're doing is they are coming up with a business plan that they can push forward as fast as humanly

possible but it also involves getting people to give them money millions of dollars sometimes tens of millions sometimes hundreds of me the most funded startup I worked at had just raised a hundred million dollars the previous year it raised 200 million dollars in total let me tell you and there's not much money on the line they're not

interested in your feel-good stories they're interested in how are you gonna get from where you are to where they want you to be so that the business is sold or the business goes public so you need a model you need they'll to back it up with facts so first off you want a profitable customers this seems too

obvious but not everybody does it if you want to make a certain amount of money you can't even do that you can't either do the work at a certain in a certain amount of hours and make a certain amount per hour and get enough customers to do that or you can't hire somebody to do part or all

the work for you and have a good margin left over for everything else you're going to need to do everything overhead taxes other employees who aren't necessarily contribute to the bottom line your accountant lawyer etc you're not going to make much you're going to go out of business or you're going to be in severe amount of debt

so profitable ideal customers is the most important thing to this if you can't find that and you can't build that you're done the second step down is it needs to be scalable a definable market size now this is a little less important for all of us unless we're trying to build the next agency that's hundreds of millions

of dollars in revenue or even like multiple tens of millions of dollars you can make a ton of money on business doing seven figures in revenue you can make a ton of money on it but definable market size is crucial because at the end of the day if you don't know how big the market is and it's

not overwhelmingly large you're going after it it might be a bad market to go after and I don't mean like an initial niche looks face it if you say I do digital marketing and I'm gonna start with all the dentists in the Greater Denver Colorado area that's okay because you can go outside of Denver you can go

to other areas of Colorado you can go to other states so keep that in mind when you're thinking about market size it's not your niche market size it's how big the actual market for your products and services are so three is is this a reliable lead generation system so now we're just talking a little bit more about

how we get the leads the nothing that's consistent and getting us profitable teams every month not because you necessarily need to generate the same amount of revenue every month in fact most business to see that certain months are much better than others however I learned this in my first sales job I had a month where I just

didn't in rate much pipeline honestly like it's not that I did nothing to generate pipeline I did quite a bit but it didn't do as much as I normally did between a couple days off couple holidays and a bad week suddenly I ended up having three bad weeks and it just set me behind my next month not

very good I did closed some business but it really wasn't that good it's because I wasn't consistent and so when you're thinking about millions of dollars being invested in business you want something that is reliable consistent quality and every single month so you're always building your business's pipeline especially since if you can't do that and you're looking

for a profitable customers you're looking to scale and grow it what about that you're done you're gonna have no way of getting to those goals and the last thing is speed how long is it going to take to build this to scale this how long will it take to sell these customers this is a crucial thing to

think about I once had a customer who ended up being a bad fit and they were bad fit because I ignored the speed question they would take 12 months to sell somebody well when you're helping somebody clone their ideal clients and they've gotta wait 12 to 18 months to see the results let me tell you they're not

going to work with you very long if you read books on fitness by personal trainers to get amazing results or you listen to them on YouTube or podcasts they'll tell you they've got about three months to get a client amazing results before that client dumps them and I don't mean about like getting some sort of results I

mean like the client has to start to see a serious transformation whether it's weight loss gaining muscle cutting whatever it is the client needs to see some sort of significant change because what happens is a lot of people do it for two three months on their own but then when they don't see the results they're not interested

so how long will it take is a huge question to ask when you're thinking about this if it's gonna take you a long time to set your clients you're not too sure if your whole model is gonna be working if it's not gonna take too long it's much easier to test it and figure it out but the

same thing with what yourself if you're selling something that they're gonna have to wait a long time to see the results for and there's not some sort of like really good benchmark 30 60 90 days inside and it's gonna be a lot harder for you to retain those clients so speed comes in multifold here it's absolutely crucial

to every single thing we do so this is the foundation of what we're looking to do with lead generation and this is what that business that agency didn't do we had highly profitable customers it was massively scalable we were talking to large companies for business our size there were hundreds of companies we could have potentially worked with

but we didn't have is a reliable way of consistently getting leads we could sell them when we got enough for them in our pipeline but we didn't have a reliable way and that was the really interesting thing is instead of taking some of our people and saying we took one person and told them for half a day

a week you prospect into this list of companies we think we could work with we've probably would have stayed in business we probably would have had a handful of other cool customers working with us we might have been a little bit bigger and we could have at least survived that downturn even if it meant a couple people

had to go it was an agency people turned over all the time we would have been able to weather the storm we didn't that sass businesses let me tell you they are staring at pipeline metrics every day they're wondering how many leads are coming in through the website how many leads are coming in through the sales team

how are those leads moving through the funnel what channels are working better they have an incredibly sophisticated approach to it people like us we don't need something as sophisticated but we do need something that's reliable so the end of the day without that that's where everything falls apart and that's what my hopefully soon-to-be client was saying to

me he doesn't know what next year is gonna look like right now he knows he's gonna make money because he's got enough clients and he knows how to get enough to replace them but he knows at some point it's gonna come back and bite him if he doesn't do something else but it's consistent that can help him

grow the business so profitable clients crucial how big is the market not as big for us but we just got to make sure it's big enough do we have a reliable way of getting leads without that we're gonna be sunk at some point and speed not only can we sell them quick enough but also are they going

to see the kind of results that they're gonna want to stay working with us long term so as we do this right and we think about lead generation there's a great study done by a few different sales organization so outreach and sales hacker which outreach is a SAS platform that sells the sales teams sales hacker is a

sales content community a couple others I believe the bridge group which is the sales consulting firm did a study and if your internship I want people to type in two out of three buyers prefer to be contacted by two different channels and all the other ones get lumped into that last third most buyers aren't going to pay

attention to them does anybody want to guess what the number one or the number two way of getting a hold of people would be and by the way these are the people you're going after these are business executives these are people in operations these are people in marketing these are the people we sell to so we got

one guess email email shows up somewhere on this knock who say number one number two number three number four their bunch of other options anybody else got a guess phone okay there a second yes give everybody another moment before I do the big reveal social face to face all right in person in person we got a couple

people who say that all right some good guesses so number one by the way number one in every category for every single one of these buyers was email number two surprised me because it wasn't a one-to-one video it wasn't in person it wasn't the follow it was LinkedIn and it's stunned to me that if you put those

two together almost half for email and about 20% of LinkedIn two-thirds of people want to be contacted in a way that they control think about what we talked about at the beginning what do people love to do do they love to buy or do they love to be sold somebody please put it in check exactly they love

to buy they don't want to be sold here's the thing email is like somebody perusing a catalogue at this point into a lot of people LinkedIn is the same way and in fact LinkedIn is like who you are as a professional attached to any sort of messaging you do it shows not only your experience but the content

you've been building out and your ideas and your thoughts one-to-one video then it still freaks a lot of people out I think that's gonna be bigger down the line but again that's still coming from an email a lot of times phone companies are eliminating phones from desks if you're not a salesperson you don't have a phone to

be totally honest the last company I worked for him a lot of the sales reps use their iPhone when they made their sales calls they have a desk phone two feet away from their elbow they're on the iPhone anyway it is incredible to see phones are going away you want to contact somebody in IT they actually like

the phone if they like the phone and otherwise they hate it marketing hates the phone period so here contacting marketing I think it was marketing less than 10% of them liked it texts forget about it facebook Messenger those things barely showed up so number one email number two LinkedIn why because people get to buy when that's the

way that they're communicated with it gives them the ability to browse and look things up as opposed to being sold so this brings us to automated outbound some of you might be an automated outbound I am in automated outbound I signed up as the first partner for this not because I thought it was the most amazing product

ever but because I'd already sold it but I couldn't do the automated part super well I can build out amazing email Cadence's I can get you results but setting up all the technical stuff is a nightmare and that connected me with the program because at the end of the day kinu bringing me on board would only make

it better because I bring years of experience in sales and writing emails to the forefront and we're gonna be able to constantly upgrade what we do but the reason you know that created this program and I'm working with it it's pretty simple if email and Linkedin are the top two ways people want to be contacted and that's

what we should be putting out there that's what people should be looking to buy now I have to go back blue is deleted some of the things from my slide but it's pretty simple so automated outbound process there are two other things that I think did not show up on this slide but I wanted to talk about

it real quick so process is pretty simple number one we need a high-value offer we need to talk about results so when we deliver an email we're not talking about like hey I'm an editor we're saying you know I help you the kind of content that's going to get people to subscribe come back and refer their friends

those are the results they want the second thing we do is targeted messaging now this is a technical term but it actually makes really good sense when I walk through what it is there are three types of emails template it targeted and tailored template it is basically marketing nothing wrong with marketing but there's nothing personalized for the

person it doesn't feel like it's coming from anybody to anybody and that's huge people mmm that's like a catalogue that they look at from and recycling your garbage right away Taylor takes a lot of work taylored is hard you're looking at somebody their website their profile you're customizing a message - that takes a lot of time not

very scalable targeted however is taking the best of templated which is something you can send them off little people but customizing in a way that feels like it's being written for that person it's definitely not tailored but you're talking about the same sorts of challenges and problems that you would do the tailored message with the same sort

of results that people are interested in the next thing we do is a cadence strategy now what's a cadence cadence says how many messages do we send and how often do we send them and that's something that's not particularly sophisticated if you've done it but if you've never done it you're not sure when you should send that

second and third and fourth and should they even send a fifth or sixth or eighth email so that's something else we do can we ultimately tie it all together into a service that delivers messaging to people via LinkedIn and email to get them interested into wanting to work with our clients right now who should not be interested

in automated upbound number one you have a long sales cycle we talked about speed all right the one client I had this fail with had that 12-month sales cycle after about four or five months we both had it I didn't want to work with them anymore they didn't want to work with me because we didn't know if

it was working or not but we weren't gonna go for another year so if you have a long sales cycle you have a sophisticated service it takes forever to sell this is not a good fit for you number two if you're selling b2c services and products that's kind of like coaches or that's if you actually sell physical

products this is not gonna work very well for you could it yes I don't necessarily recommend b2c which ties into the next one courses events programs if you're pitching that a lot of times that needs to be a relationship you build up over a long period of time now if you're selling large programs to corporate companies that's

totally different than selling my 12-week program to be a better digital market alright so keep that in mind when I say courses events and programs I mean if you're selling big events and big programs and training it a lot not like a real consult a real trainer would do that's totally different than the one who wants so

keep in mind if you're doing person-to-person not the good fit even on corporate could work last thing is hey if your lead generation is good enough in your head it's good enough at the end of the day we didn't build this to sell it to everybody we built it for people who are interested in making sure that

they have a scalable repeatable way of generating leads now who is this perfect for talented agencies relying on referrals Organic number one thing that's who I talk to all day every day that's why I'm looking to talk to people who just don't want to depend on that Network and they want to make sure that they're able to

hit their numbers and grow agencies looking for predictability like I said 17 years in business 18 years of business and we went out because we didn't have a predictable flow Alicia gone like that as good as we were agencies looking to grow on scale so this is the person I've been speaking to this week regularly he's got

a million dollar agency he wants to make a million dollars a year he's not going to make a million dollars off of million dollars of revenue he wants to grow the business 3 X 4 X big time I think 4 X's is number totally think we can help them get at least part of the way there if

not all the way there your ACV is at least $2,500 let's be real here I think it should be over 10k you're and by the way that's thinking in terms of retainer if you have a $2,000 a month retainer and somebody works with you an average 12 months that's a $24,000 a CV annual contract value and then

lastly agencies looking to do amazing work now why do I put that in there it goes back to the David Allen quote you can do anything but not everything if you want to focus on doing amazing work the last thing you want to do is spend your time prospecting so here's the thing what is it consistently lead

to confusion frustration what's gonna happen tomorrow the agency I work for close twenty years the one that still opens at the stay has a very consistent way of generating leads and when I've been talking to all this week he's been in business 11 years he makes six figures he has a million dollar agency he's used to the

world of inconsistency another one I spoke to he's been in business about five years when he was doing the lead generation it was consistent and now that he's not it's not consistent and while I was pretty comfortable with his business she used to find a way to bring them back to consistency if you're sitting here now saying

I've got it all under control the question isn't do you have it all under control now the question is what are your goals and can you prove mathematically like those startups that you're gonna be able to get there because if you can't well do you think you'll need another game plan personally I'm not leaving any of this

to chance but the way I'm building my agency so if you're interested in talking and hearing more about automated outbound we've got a little bit of a special offer for you and I'll explain in a moment we're going to go through it but then I'm going to explain why this is special so if you're ready to build

the next Empire you can automate your outbound with us starting at just $2,000 per month I don't know how all you feel about that number but let's dig into the specials and then I'm gonna explain why that dollar number without any the bonuses this is steel so I twisted Matt's arm because I know his original pitch included

this to his first group and I said we've got to do it for everybody in empires just once cause we're not gonna offer this again that's probably chuckling right now like we're never gonna offer this again so as long as you're a member of automated outbound yes he matches typed in chat room he goes he's never doing

this again because we know we're gonna have the case studies by the end of the year oh yes so first up Empire so as long as you remember a ob Empires is free pretty cool community if you ask me I haven't been in a pretty long I really dig it so far if you're enjoying it your membership

is part of the program next up two of Matt's programs hiring referrals for your remote contracts in training to build your systems and hire virtual assistants we've got the slack channels we've got the programs he will charge somebody $12,000 a year for that comes with a ob three months of weekly sales coaching calls through our programs let

me tell you I do sales coaching I don't charge this much yet I can't wait till the day I get to charge it but Sosa coaching is not cheap sales training top sales trainers charge customers and they have dozens of them six figures for annual sales training multiple six figures if not seven sales training is expensive we're

including it in this this is the 1i I had to ask him if he'd really really be willing to do so whether or not you can make it you're if you sign up for a leave we will give you a free ticket to the next different hunger mastermind I don't know if I can personally make it I

really want to go I'm not in the best place in my life to go wife kids mad if you want to bring it up to New York it'll be no problem but if you want to keep it in Columbia it'll be a little tough for me if I can make it I'm gonna go you join the program

you got a ticket all you got to do is find a way to get to the program in and I know people went to the last one because some of them were in six-figure agency accelerator and they said it was fantastic they took always so much I'm watching Jonathan Maxim like crush his business now and when I

was working with him it was like this little beat and I just didn't think you know he had the time to make it that and that's what I'm looking to do with my business now it's incredible what people walked away from that program and having that weekend so let's look at some of the results were getting right

and I'm going to say this is potentially a typical but this is like a hundred messages a day so good amount of volume eight leads almost all of them turning into sales calls and almost half of them turning into deals so if you're sitting here looking at the st. Jonathan that's not going to happen you're going to

send 500 messages a week but I'm not going to get to sales calls today cool so probably that what if I told you your agency will have over 100 sales calls in 2019 now that's two a week but one of the reasons I wanted to bring this up is price that out somewhere else I can do the

math for you in the chat I want somebody to guess how much it costs to hire an agency that has 22 year old 23 year old fresh out of college kids making cold calls and sending cold emails for them with zero sales experience you want to hire one of those people full-time how much does it cost per

month by the way they'll get you about the serum eating assistance program somebody guess how much that want that kid's gonna cost okay five thousand a month one guess we do have a good story with this don't worry Wow math throws it makes us pay for Chipotle of course he'd make us pay for Chipotle that's you met

one more guess okay to k7k here we go a poor of his closest so I've paid for those 22 and 23 year olds it's six seven thousand dollars a month 1:22 the 23 year old with no sales experience sitting around other 22 to 23 year olds with no sales experience getting paid nothing the best ones leave almost

instantly because they realize they can make more money elsewhere so we once hired three from one of these agencies for six months it cost us just over a hundred thousand dollars see why would you pay them that much because you're paying for the agency you're paying for the management they're paying for all the software or the licenses

unfortunately that's just how much it costs that's a good question in chat you're paying for a lot of different things that's why it cost six or seven thousand dollars a month for a person by the way hourly starts at fifty dollars an hour so if you had a full-time employee doing that it's a lot more money so

understand if you go hourly it's even more so the best ones lead so we had three cost us over a hundred thousand dollars for six months the first one we had sounded drunk the second one was okay not the brightest in fact people I've talked about him said I'm surprised they put them on your account because your

account is too complicated from yourself the third one was good so basically we got one-and-a-half peoples production for more money than it cost us to have internal employees you can opt out you comped for $50 or plus an hour cold calling services if you buy leads you by sales meetings they start at $500 apiece and I know

this because I've bought and sold them before I've actually sold meetings for $2,000 apiece so $2,000 a month you will have over a hundred sales calls to 2019 could be a lot more based on some of the results forgetting with a few agencies so if you apply we're gonna keep this open to Monday how is my program

different how is our program different I will get to that in a second I'm gonna go over this and then I'll say exactly how this program is different so if you apply today you will lock in that rate whatever your rate is so it's different depending on email Linkedin etc we will guarantee that rate for all the

2019 the rates are going to go up probably by January 1 but we've all started talking about this one of my mentors and someone I used to work for told me this should cost at least $3,000 a month he would potentially pay $3,000 a month the bonuses will keep that up until Monday as well Empire's community for

free if you sign up plus all the other bonuses math programs on hiring and training remote employees virtual assistants sales training and that free mastermind ticket will keep it all in there you're going to get one hundred plus sales calls to it's gonna happen no reason why we can't get those results oh poor room is probably laughing

that I put such a little number on there but I want to make sure we're realistic here we're gonna get you at least 100 sales calls I will give everybody who signs up or at least applies I want our sales consultant call of me you're not going to charge it for normally to sit down and talk to

me like a one call thing I would charge at least 500 bucks I'm gonna do it for free not to sell you either I'm literally going to help you sell better like that's how much I care about this community pricing starts at only two thousand dollars Monday and today is the deadline you can contact me if you're

interested great question chat how is our program different here is how it's different number one it's not twenty two year olds doing it number one the people who mastermind this if you work with me or myself on the sales strategy end in a pour of on the technical and now a pour was done sales and sales management

jobs out in Silicon Valley I've done them here in the Boston area two of the most intense sales environments that exists in the world we've had quotas and numbers put on her head that make people's head spin this isn't some fly-by-night program where it's management selling the services of twenty two-year-old to show up for just enough money

in beer that's what a lot of those agencies are this is not we're charging you by the lead which gets expensive this is not a certain amount of money per hour this is we can provide a significant amount of value and we can do it in a way that works for us also makes our clients an awful

lot of money and just so you know the person who I believe is going to sign up who gave me a verbal yes he's getting zero bonuses she didn't even flinch at $2,000 a month didn't flinch think if I had said 3000 where I want a priceless he wouldn't have flinched and I'm not just think that like

he didn't flinch he's excited and ready to go so I think we should open up to more questions if anybody has questions that would be helpful to help people make a decision on whether or not they they want to throw their hat in the ring to at least talk further about I'm going to stop sharing my screen

so any question by the way it can be about automated outbound it could be about anything I've went over in the presentation have been answer any questions put them in chat you can take yourself off mute I'll even put my pretty face back up at least that's what my wife tells me it's a pretty face any questions

Matt you found that helpful Matt doesn't know a lot of my stories he knows I've been trying to build this agency for a while and he knows I'm just willing to go for it at this point but that's what he knows he doesn't know my crazy stories we haven't even gotten to the craziest but that's not appropriate

for this sort of life that's not appropriate for this this venue you all right anyone if you have questions if you're interested just message me on slack let me know I'd be thrilled to talk to you about it if you just want to jump on call anyway for the heck of it because you're curious you know let

me know happy to do that too like I said if you're interested in this and you just not sure I'll still talk to you I'll still give you my advice on how to run a better sales call listen to calls if you want to give me advice on your sales processes yeah thank you tomorrow guys share your

feedback for John let him know what you found helpful I know you have questions with yeah I learned a lot I know that okay I think we're good then everybody thanks for coming and dear creepy Karthik I would you guys think of the Train and any questions what's up bad Edwin I'll be truthful I'm just starting out

but this is helpful we're all we're all somewhere a journey man you know I won't lie I left a disastrous but I left a well-paying corporate job to go for it at this point I know Matt was disappointed when I didn't do it last time he gave me a funny look I don't blame him I'm really excited

to be going forward with this yeah Matt smirking because he knows he's like you should have gone for a year ago Jonathan now we've got both of them in the picture that's so creepy all right guys wait if you have any questions you ever want to talk shop about sales obviously putting me on slack if you're interested

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