Von 3,2 auf 10 Millionen: mehr Nachfrage als Kapazität

0:00Unternehmer/Gast I sell restaurant operations consulting. >> Cool. >> Uh to restaurants, to restaurant owners. Um we do about we're on track to do about 3.2 million this year. >> Um we I want to hit 10 by the end of the year. Um what's stopping me is my I'm on track. Uh give me some hope here, please. Um Um and uh what's stopping us is is a sales process all the way from messaging.

0:26Alex >> Do you have demand? >> Yes. >> Do you have more demand than you can handle? >> We have more demand we can unlock. >> Okay. Do you have $10 million of demand you can unlock? >> I absolutely think so, yes. >> 100%. Um and but yeah, the problem is unlocking it. Like I tell people on my team all the time like we have the demand, we have the attention, the shares, the the saves, the comments, all that stuff is all there. >> Um but it's a messaging I think is a problem and and and the marketing and then the sales process. Like that's that's a problem. The price point, you know, you guys gave me a lot of hope because you're saying hey restaurant or gym gym owners make like 32,000 a year.

1:02Our pro product is this much, but we have this this this tactic. We have the same problem, right? Restaurant owners small >> the cash quickly. Yeah. >> Yeah. So that's what's stopping us. >> Okay. Those four things. So um So you said your messaging is off. >> Yes. >> How do you how do you know that? >> Because uh >> You guys want to hear a really good framework for solving problems?

1:25So I've also done a lot of this and so

2:07Alex >> What does that mean? How do you know that? Why should I care? Logic, evidence, utility. So, you said something like, "Our messaging is off." What does messaging mean? So, this is why I define terms. >> So, people don't people don't know what I'm selling, right? They They want something from me, so they're booking a call, but they have no idea what I'm offering or how they can execute it. >> Okay, so when I would say So, that's what that's what it means. I would then say, "How do you know that?" So, the way that you would answer that question would be some sort of quantitative measure, which would be like uh 80% of our calls are unqualified.

2:43Alex That would be a way to answer that question. And then I would ask the question, "Why do I care?" Now, you might say, "Well, I think if we could sell the other 80% then we'd make more money." I would then ask like, "Well, is it a sales constraint? Can we just kick all those people off the calendar and fill it up with with the 20% for the rest of it?" Like, then we we kind of have the discussion. Okay, so you're saying messaging is off, so um are people who are coming on the call unqualified? >> No, they're qualified for the most part, but they're they're like they don't know what we offer, so the sales process becomes much more challenging because they're coming in thinking like, "Do you come into my restaurant? How how does this work, right?" So, we have to like bridge that gap.

3:17>> working with us after this? >> I I'm I'm trying to, yeah. >> You should. You should. Like, this is a sales motion. Like, we do this in our [ __ ] sleep. So, um it will not make any difference in my life, I promise. >> It'll make a difference in my life. >> [laughter] >> There you go. So, so fundamentally, you've got your demand that's coming in, right? This is an eyeball. It's really ugly. Um but basically, what we have to do is take them through indoctrination process prior, um which will probably create some sort of video sales letter here. We can help you with that in terms of the scripting.

3:46And then the questions themselves should reverse engineer the sale. So, I'll give you guys a little tidbit. Um any guys register for the book launch that's coming up? >> Thank you. >> Did anyone notice a little checkbox on the opt-in that said like, "I want a VIP ticket" or something like that? Okay. So, that created an absolute 16% increase in sales. The checkbox did nothing. They just checked but there's it changed nothing about the process.

4:11You didn't see a different page. It's just if you checked off a box saying you wanted a VIP ticket, you were more likely to then on the next page when we said, "Want to be a VIP?" buy the VIP thing. And so, the pre-framing is so powerful that the questions that you ask have absolutely a huge um effect on the likelihood of someone taking the purchase when they get the option. Same thing with the VSL. For a lot of you guys, having some sort of video sales letter or information, like if you're getting too much traffic, which it sounds like you are because I'm guessing your organic is your primary way. Yes. Right. So, you have all this traffic coming in. You need a filtering function that qualifies in a good way cuz there's bad there's bad friction, which is like I could put a wall up and no one can get through or like my page is really slow. That just gets everybody turned off.

4:55Good friction gets bad people away and good people in, right? And so, having qualifications, which I'll give you guys a rule of thumb that has yet to be proven wrong in my history, the more good friction you add, the more money you make and the more expensive the contacts. Meaning, if you run ads, for example, to get sales calls, if I say, "This thing costs $10,000 and you have to have cured cancer in order to get it," my cost per call will go up, but my my ROAS will go up even more. So, I might double my cost per call from 200 to 500, but my my return might go from 3x to 6x, even though I more than double my cost per call. But with the the secret sneaky one is that your sales efficiency will double or triple. And so, that means that you can close way more deals with a smaller team, which creates more operate less operational drag, allows you to scale easier. So, to answer your question, you had four issues. One you said was messaging, one is going to be the sales motion itself, which is thinking a ladder into pricing, right? What was the fourth one? Or is that just that?

5:57>> Yeah, the fourth one was, you know, you you have like a you guys had like a with the with the gym owners, right? It's like like here's the here's how we get the >> You need a fast cash play. Yeah, yeah. So, um fundamentally, most fast cash plays operate off of existing resources. So, most business owners have dead contacts, old customers, some sort of list, um or even just an existing social media profile that has some level of followers. And so, basically, a lot of business owners don't allocate resources where they could get the highest return. This is fundamentally why they don't grow. Like if somebody else were taking over business and then all of a sudden the business grows, it's cuz the guy who was running it isn't allocating attention and resources well, right? And so, that means that they have resources that are un- untapped or underutilized that you can help them appropriately utilize quickly, uh so that they can make the cash to pay you.

6:47And so, that would be just a campaign that you would probably test out really early, um with you know, a handful of beta users, and then you would include that as basically the first part of the onboarding. And so, by doing that, it's like you can make the sale and then immediately pay for yourself within the first 30 days, which is like always my goal so that I always want to operate off of like found money. Like I never want someone to pay me money I haven't already made you. And I've pretty much operated that way my whole life.

7:13>> I'm just curious, so the problem we have is that we give them the blueprint, we build it out for them, one-on-one calls. In the first month, we really try to do that, right? Get them the those results so they get they get bought in and all that good stuff, but they don't take action. And that's the biggest problem we have. We're like >> That's going to be an incentive thing, carrot and stick in terms of how you incentivize that. >> Okay. >> Like you can give bonuses or discounts that they unlock if they take a quasi action. You can make guarantees contingent on three actions. There's a bunch of things you can do to structure that initial offer that, again, will factor into the application, the sales motion, and then ultimately you take as the first kind of activation point within the business.

7:45>> So, you take the fast cash and then tie it to >> Yes. >> you have to do these things. >> Yes, and all of that gets reversed all the way to the front. >> And just out of curiosity, do you actually enforce that? Is there a way to enforce that or you just kind of >> 100%. >> Okay. >> Yeah. >> Cuz that's the hard part we're we're seeing. >> Yeah. >> Okay. >> I mean state the facts and tell the truth. Be up front. >> Okay, cool. >> No, 100%. 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 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 into 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 deconstruct 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.