Funktionelle Medizin: raus aus dem Praktiker Engpass

0:00Unternehmer/Gast I'm in the functional medicine space where we get to the root cause of a lot of health elements for different types of clients. We're bringing in about 1.6 mil. The goal is to 10x that. Our problem right now is I'm the practitioner that is doing the sales and the fulfillment. And so we need it more help on the fulfillment side. I hired on a practitioner. I'm currently [snorts] trying to move my clients over to this new practitioner. They're not wanting to move over. And we're also trying to narrow the type of client that we're serving.

0:32So kind of at a bottleneck. Yeah. Uh short-term long-term. Like feature not bug. If you If people love you because you're good at what you do, they will be upset that they can't get you. And that is just how it works. Okay. Yeah, like basically the fear is if I give up these customers then I will lose revenue in the short-term. Which is true.

0:57And if you don't do it, you will be stuck doing this forever. True. And so one of them is forever, the other is short-term. And so then the question laddered up is do I feel confident in my ability to acquire customers so that I can fill my practice back up without it being me? Do you feel confident? Well, that was us without any ad spent. So we're currently trying to add an ad spend to bring in more leads. Okay. Is that working?

1:28We're currently >> Okay. processing. We haven't We haven't seen anything. It just started. >> Yeah. So what are you So what's the plan? Well, that is currently the plan. Okay, what More specifically. Oh, we're doing Google ads. That's what we're starting on. We're also trying to build up a webinar to focus on our No, I'm just listening. Trying to build up a webinar to bring in more leads as well to focus on our ideal client.

1:56Instead of being as broad as we are right now. And are you Are you local? A telehealth. Word. Trying to run Google ads for telehealth? That helps target our local audience. I'm in Texas. >> Locally. Okay. >> Correct. But I do see clients from all over the space. I have affiliates that have worked with me. >> meet up with you in person to buy your telehealth services?

2:21>> No. Everything is telehealth. I sell telehealth. I fulfill telehealth. Lab-wise they get that done locally wherever they are. >> Yeah. Interesting. Okay. Um What's What's the sales motion from click to close? They come in for a intro consult. I sell them. We close them there or we don't. And then >> say there you mean on a phone call? Correct. Video. >> Okay.

2:47And right now that's how the Google ads are going? Correct. And there's no other steps? Nope. That'll be interesting. Help. >> [laughter] >> Yeah. Um yeah. I mean you have you have to build out a sales motion. So right now So what you have and this is this will be good for Who here had does not have a reliable way of getting customers? As in like you get it all word of mouth predominantly. Okay. Cool. Um So one of the biggest mistakes that you that you make from an acquisition perspective is you using a warm process on cold leads.

3:21So the reverse always works and the inverse does not. Meaning if you use a warm process on cold leads, you will not sell people and you will only sell the 6-in pots which are the warm leads. Which you pretty much could just be like here's the price, buy it. Um On the other hand, if you have a cold acquisition process, you can put a warm lead through it and they will buy at higher rates. And so typically it comes from either a lack of skill or a lack of energy in order to put every lead through the exact same cold process. And so said differently as a bigger example, who here was at the launch of the book?

3:57Okay, get some hands. Okay, so like some of you. Great. So I had this book launch like eight weeks ago. It was kind of a big deal. Anyways. So Um we broke the world record but you know, okay. Uh We doubled it but uh No books besides Harry Potter beat us. Anyways. Um >> [laughter] >> Anyways. Uh at the launch many people who were there knew who I was. There were also people there who did not know who I was.

4:24The webinar was structured for people who had no idea who I was. The people who did know were not offended. The people who didn't know were grateful to find out. And so we have to build the whole thing. Now I could have probably sent an email with the offer and done a third of the sales we did. Probably. The other two-thirds came from actually selling like we meant it. And so right now you're missing friction in the sales process. You'll have to have like the Google ads part that's local. That's kind of interesting.

4:53Um because you'll have some trust from local but you'll still probably need some more selling to happen in between. Some little application of VSL in between that we'll have to put there. Um Not sure what the offer that like I have to look at the offer and the kind of pricing the pricing that you're doing. But that those three things have to work. Um on the true national that's a pitch that's a pitch. You know what I mean? That's a straight like that is a media that is a different game.

5:22Like the local one you'll be okay because you have that local trust. With a little bit of of warming up you'll be okay. The The webinar one is like And you're going to be running meta ads for that? Yes. Yeah. Um Man, there's a lot there. Uh what's the creative? Um I'm not I'm not sure. The ads. The ads that you're going to use to push the webinar. The type of client that we're trying to attract. My husband does most of the ads stuff. So probably he could better answer that.

5:53Alex >> what the creative is for the webinar? Like the testimonials? >> that. >> [laughter] >> Yeah. Yeah, like what's the messaging for getting these people in? Yeah, what's the messaging? >> the pain. So our primary client is the menopausal woman that is highly successful, doesn't know what to do. She's under-served and under not educated in that space. So that's kind of our niche.

6:25Alex >> We're in the process. Yeah, it's a little too early for that. >> So So zooming back out, your issue is that you're good at what you do. You're transitioning your clients to this other practitioner. Um Are you going to have more practitioners after this person? >> Eventually. We want to get to 10 mil. So yeah. >> Yeah, of course. Right. Yeah, naturally. Or you could just charge a ton of money. Uh Which is the plan. Um So Yeah, that's going to be an That's inevitable. So we have to do that, period. I would try to manage that transition to the best degree possible.

6:59Alex Um What the um I'm trying to think. I would probably see if I could change the service delivery ratio rather than go 100% as an intermediary. Like can you get like 10x leverage on your time so that you don't risk losing revenue? Because here's what I don't want to have happen. You switch over to new gal. Let's say new gal loses a third of the customers and they churn over the next however many period. Let's say you're running 50% margins. What are your margins right now?

7:2970? Okay, great. So because all Yeah, all word of mouth and all remote hurt. >> Correct. Um but margins can compress and then now you haven't had any cost of acquisition. So it's like top line comes down. Cogs go Not cogs but like your cogs go up because you're now marketing but you're not good at marketing yet. And so all of a sudden you go from 70 to like zero. And then you're like what the [ __ ] What happened to this business? What are we doing? And then you freak out and then you go back to what you were doing and it feels like a big mess.

7:53That's what I want to avoid. So I think one is like instead of handing 100% off, it's like all we're going to do is that I'm moving up. She's going to handle these components. I'm still in charge of all these pieces. We're going to touch base on a five times less frequent cadence. But just know that she's sharing notes with me internally. And then maybe you go to soft touch via message thing like that and no more calls. And it's like okay, they still feel the same uh proximity to you. But that way we can dramatically decrease the risk of this person taking over and and [ __ ] it up. But also that person taking over and just leaving.

8:26And just taking the whole business with them. Which is not a bad deal for them. Uh terrible for you though. So um that's what I'd be mindful of with the transition. And um for sure running paid is a different monster. Thank you. Yeah, you bet. 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 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 deconstraint 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 your 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.