Warum Warren Buffett diese Branche für Abzocke hält

0:00Anyhow, so I run a non-profit. We're focused on closing the gap on care costs and coverage for hard working Americans and that's by providing better benefits to the companies that are employing said people. >> How do you make money? >> We get paid based on the savings we generate for clients. >> Cool. >> Yep. >> So it's not a like endless charity fundraiser. You actually provide value to the world. >> No, 100%. So I used to work for a good old Uncle Warren at at Berkshire Hathaway and so one of the things that I found and he said it himself as a Charlie Munger, the the insurance or health insurance industry is the most broken model in America.

0:33And so it and it's it's sad, but brokers and insurance companies get paid more money to convince their clients to continue to overpay because they're taking a 5 to 10% commission. And so instead, we say, "Hey, we're going to take about a 20% cut on all the savings we generate for you." And that's how our comp is done. Uh so >> So do you sell to consumers? >> No, we sell them to businesses. >> Okay, so you sell to health consumers, but >> Our focus is 50 plus to >> Okay, so acquisition.com, right? We're we're about that size, right? >> Yep.

0:59>> So what's So you pitch me, right? >> Yep. And so I um the the primary pitch that I've been doing right now and with some help from your team, I've already tried to workshop that a bit, but the original pitch is we're going to help you attract and retain talent and increase profitability. And I continually tell them just based on like if if you tell me how many employees you guys have at acquisition.com >> do you pay? >> Well, yeah, but if >> Sure, let's use 100. Just round it out. Okay. >> 100. So I can tell you like right off the bat, I'm going to save you about 200,000. Or so, about 2,000 per employee. That's on the low side.

1:26>> Okay. >> But that sounds like a scam, truthfully. That sounds like a scam. Like how the hell am I going to save you $200,000, which most people just like immediately run away? And so like that's pretty much the biggest issue we run into right now. >> Interesting. >> Is it sounds too good to be true because we're truly using US tax codes. So like we can only help US companies. We use US tax codes to get better health care benefits. >> Yeah. >> And so you start with the business owners.

1:51The business owners of course want the profit cuz they have equity in it. Business owners don't have to do anything. HR is like, "You did >> Can I give you a different angle for the pitch? >> Please. >> Yeah, so I would say cuz like you need a more believable reason and I think the absolute amount like I'm still I'm not totally sold on that first part, but I'll just put a pin in it. Um if you took the perspective of like, "Hey, we'll save you 15% on whatever your number is and the reason we can do that is because we are a nonprofit. So, we take the profit that most businesses like here's the industry average profit margins for business in my space is 20%.

2:24We take that 20% and make it zero and that zero goes to you. That's how our business works. That to me makes a lot of sense. >> Yeah. Okay. >> That's how I would pitch it. >> I already like that. Um so So, that's that's one thing that I really like. But, when we think about like smoked advertising When when I think about advertising like Google Ads, like all that kind of stuff again in this line of business, you don't really capture a lot there. So, I've got about like 170 plus affiliate partners now.

2:52>> What? >> Like that's where we get our traffic is through affiliates because as you're talking about, it's authority. >> Totally. >> And when you're trying to tell somebody that like what they've been thinking for the last 20 years on their health benefits is now just outright wrong, >> Uh-huh. >> you have to have a trust >> Who are your affiliates? >> Uh primarily like CPAs, financial advisory groups. But, I actually set them up as clients first. >> Okay. >> Cuz the other issue we run into and I I love your Blackrock's by the way, they're great. >> Thank you. >> Um but the the challenge I had is proof testimonials.

3:18>> Uh-huh. >> Um cuz most of the time I I used to work at P&G and I will tell you our tax rate was was >> Yeah. >> it was 0%. Yeah. But, we never disclose that cuz everything's NDA. >> Uh-huh. >> Same thing with our clients. >> Well, >> [laughter] >> I think we've spent 15 years >> Oh, yeah. We're good. Super high. >> Yeah. Yeah, they're they're they're paying so much tax. >> Yeah. >> But, so like most clients they don't want it well known on the record that they're reducing their tax burden in America cuz it's cancel culture. >> Uh-huh.

3:43>> So, most clients of course don't want to be proof or testimonial explaining like, "Hey, I'm saving this much of my taxes." So, like how do you work around that cuz again if you're coming like >> So, I would So, I would chunk up my thinking one level. >> Yeah. >> So, if you were to reimagine the business in terms of the value proposition and your acquisition process not as how do we cuz like you're getting introduced to these customers through referral partners primarily, right? And so, if you were to chunk up a level and say, "My customers are actually the CPAs, the you know, the centers of influence, right?" These are our customers and so, I would actually redo all my acquisition metrics on how much does it cost me like what do I do metrics-wise in order to acquire a center of influence? And all of my marketing messaging would be around that. The warm handoffs from the centers of influence to you, that little process like we can obviously work with you on that. That's like bread and butter. Um but to me that thing that like up-level in thinking also gives you significantly more leverage because how many years has the business been around?

4:44>> We've only been around 2 years. >> Oh, amazing. What's revenue right now? >> 3.9. >> Okay, got it. So, it's like, "Okay, so you have 170." How did they all Did they just refer each other? Is that how that worked? >> Uh using my I was at P&G, Nike, Berkshire. I have a good network of there so, I just worked my network. >> Okay, so outreach was your primary Did you do any content or anything like that? >> No, I do LinkedIn automation which I mean, I'm just trying to get the initial phone call with all these guys.

5:12>> So, I think like if I if I were to like swap places, right? I would be building out the sales all my sales efforts would be centers of influence. >> Yeah. >> Bring those guys in like what's the sales messaging? What's the onboarding? Like and then because if I can what I want to do, so you got the Leads Book? >> Uh no, I don't. >> Read the affiliates chapter of the Leads Book. So, there's two elements that I want to do with any kind of affiliate. There's a launch and there's an integration. The integration's the more valuable. The launch is the thing that gets them to buy buy faster, right? And so, if I have a new affiliate that already has a pool of customers, I'd say, "Hey, give me some sort of launch, referring me 10 people so that you can have an internal case study." One of those 10 is going to allow you to do an internal. And or you can just say the stipulation for doing all the work for free is that, you know, we get to use your story. Fine.

5:57Once you have the initial, then you say, "Cool. One of your value props as a CPA, as a whatever, is that you also will save them this percentage." And they can include that in their pitch. And then in their onboarding process, I just plug myself in. And that way you get 100% of their new customers rather than whoever they choose to refer you to. Does that make sense? >> Yeah. >> So, I want full integration with all 170 of them. How many clients do you sell a month off of referral partners? >> Uh honestly, our close rate is only about 10%.

6:26>> Well, no, absolutely. How many absolute accounts do you close? >> Probably about one account per month. >> Jesus. Okay, yeah. So, if you have 170 referral partners, like a lot of those are really not active. >> Yeah, they're they're not active. They might know five to 10 companies. >> Yeah. So, we have to So, like we need to do a launch and integrate strategy with that affiliate layer. Um and then figure out where in their onboarding process we can integrate so that every one of those 170 is sending you >> qualified

6:52>> one a month, and then all of a sudden you're a $100 million business. >> Okay. So, then to that follow-up point, um you're talking about like the the key influencers in that space. You guys are key influencers in that space. How do I make you guys a partner on it cuz I have already built out like that content library cuz I have I soon got a very strong group coming in with like 2,000 agents >> Yeah. >> do a lot of this work for me. So, I don't have to create the library. How do I then get that to more groups like you guys that, hell, you want to increase your profitability for the companies you own?

7:24>> Yeah. >> I get it. It works. Um so, like how do I do that? How do I get my foot in the door various places, including you guys? >> do all the stuff that we told you to do first. >> Yeah. >> So, then I know that you actually did it. >> Okay. >> And then >> So, I got to read your book. >> No, we can help with the sales process though. We should like First, if you're closing 10%, >> Yeah. >> it's like with the offer you have your sales process sucks. So like I'm just saying like that like that would be my first area of focus cuz you could probably get a triple in the business there.

7:52Doing nothing else. Then from a top of funnel perspective, I would think about the acquisition rate. That would be my two-step approach. >> Awesome. >> Thank you. Yeah, thank you. If you are a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the 100 million dollar scaling road map, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it in these 10 stages and we made this little kind of quiz thing where if you put in your business information it'll tell you where you're at and the most important part for you what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources and finance. And so no matter what you're struggling with someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information and if you want us to actually help you de-constrain the business and you're trying to scale, we'd love to help you out. On the thank you page you can just book a call with my team and we will look at the business, see if we can help and if we can we'll invite you out to Vegas and we'll do this in person live.