Nachhilfe Unternehmen: Angebot und Vertrieb schärfen

0:00Unternehmer/Gast I sell high school English tutoring to parents of students mostly who want to study competitive courses like medicine at university. We do 20k a month in revenue, 15k profit. So per year. That'll be 250-ish this year. And are you the only employee of the business?

0:22Alex Uh no, I have six other tutors under me. Now. Okay. Um and I would like to get to a million in revenue. Okay. >> To start with. Okay. And then go from there. Okay. Um at the moment, I think what's stopping me is the offer and sales process. Okay. And so I've got sort of two questions.

0:48One is can you help me with my offer? I'll [laughter] do my best. Um and then the second one is specifically I booked a call to come to this workshop because I changed my advertising campaign in February and although my cost per lead dropped by 75% the traffic was horrible and then none of them continued as clients. So I was wondering if you had any thoughts around that.

1:15Alex >> What were you doing when you were making sales? So I had ads going to a short three-week summer program and then I just sort of varied that through the year and that worked really well through 2024 but um it sort of one thing I noticed was despite the fact that it was a short program, everyone who was coming through just kind of didn't really want the program. They just wanted ongoing tutoring.

1:40So and then that ad sort of started dying a little bit in February. So I changed to an ad that was just for like ongoing tutoring. Um and I had like 100 people come >> targeting, same Yeah, well, the other thing was that Facebook changed the targeting thing so I couldn't target 35 and above. I think the minimum um or the maximum age limit I could put on it was 25. All right. So I started getting a bunch more students coming through when usually I just want to talk to parents because obviously they make the decisions.

2:11>> yeah. Yeah. Okay. So the issue is that you just have a demand problem. Um I think that so as much as you felt like people came in saying, "Oh, I just want this thing." So I'll tell you I'll tell you a story that might illustrate the point. So it's called the ham and the garlic. So little boy uh wants a dog, begs his begs his dad for a dog. Um dad says no, finally caves in and says, "I'll get you a dog but you have to take care of everything." So one day dad's away uh and then the kid uh comes crying to his grandmother cuz he has the dog and he realizes the dog has ticks. He's like, "Oh my dad, you know, my god, my dad's going to kill me." So grandmother says, "Hey, you know, give this uh give this garlic to the dog and it will um it'll eat it and it'll kind of sweat sweat it out and the ticks will go away." So the kid tries to feed the dog and does this and doesn't want to eat it. So the kid's even more upset now, goes back to the grandmother and says, "What do I do? It's not eating." She says, "Oh, you didn't just give it to it, did you?" She's like, "You have to wrap it in the ham first." She's like, "Then give it to him." So he goes back, wraps in the ham, dog eats it, you know, the day is saved and everything's good.

3:14Alex So the moral of the story is you have to give people what they want in order to give them what they need. And so if people were buying the three-week thing, some people might say, "Hey, I really just want like no person ever bought a gym saying like gym membership saying, 'I really want a lifestyle.'" Like [snorts and laughter] never. Not once. Right? They want a six-week challenge. They want a 21-day detox. They want a 28-day fix. Whatever it is. And so if you sell a defined end thing on the front end, it really just becomes a sales motion to sell the thing that they then realize because you have a longer period of time to educate them on what matters. Right? So we would say, "Okay, listen, we're going to help you lose 20 lb in six weeks but let's be real, you know, Dorothy, like you are 50 lb overweight. This you know, six weeks from now you're still going to not be happy with how you look. So why don't we just actually solve this problem for good?" And now that she's in it, she's seen momentum, she's like, "Okay, now I'm into it I'm into this and I want to stick long-term, right?" So um I think for you if the three-week thing number one was selling, I would go back to that. Number two is it sounds like your creative might have just suffered so probably having more variation of the of the of the offer that actually worked.

4:17Alex Number three is how do you upsell those people from the three-week into continuity which is you just take the three-week thing and then just bundle it against a one-year package. Okay. Generally people Okay, so two things. One, um there are four terms in a school year. So generally I bill like for those terms. Should I should I bundle the three-week thing against like a term package or should I do it just against a year package to get them to I would do a year. Okay.

4:49And if you want an offer, what's the outcome that you give them? Hopefully they score in the top Generally people want to be in the top 10% of the state. Is there a points thing? Yeah, so you get a score out of 50 and yeah. >> So you might say you might say you know, four points or 10% on your score or I'll keep tutoring you for free until you get it.

5:14Okay. That's pretty compelling. All right. And then the fear that you're going to have is what happens if someone just doesn't get the scores, they'll give up. I'm telling you like people don't just keep studying for years and not get scores. >> [snorts] >> Yeah. One other question I had is one of the biggest tutoring companies in my state does I think around a million a month and their offer is just a one-week free trial or two weeks before the school year starts. Yeah.

5:43Why don't they just sell people straight into tutoring? That company. No, but you get my point is that it's a defined end thing. They let people they give them the the ham which is what they want, try it, taste it and then they sell them into long-term thing. So the fact that the three-week thing works better than just go buy my continuity makes sense cuz continuity is rarely sold that way. Okay. Cool. All right. Thank you. >> You bet. If you are business owner and you are not growing as fast as you'd like, I'd like to give you a free gift.

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