WEBVTT

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Now, here's what's interesting about this, and I'm going to try and point out the nuggets

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and the wrinkles of what small tweaks make this thing super successful.

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All right, one is, welcome to the game where we talk about how to get more customers, how

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to make more customers, how to keep them longer, and the many failures and lessons we have

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learned along the way.

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I hope you enjoy and subscribe.

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What's going on, everyone?

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Happy Thursday.

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I hope you guys are starting your, or ending your week off, but starting your day with

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a good vibe.

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So what I want to do is break down a Cairo mouse trap, and the reason I want to break

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this one down is that I've seen a handful of, you guys were running Cairo or running professional

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type services.

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So this would apply to anything that has any kind of medical service, just understanding

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the mouse trap behind this, I think we'll make you guys and your clients a lot of money.

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So first things first, I'm going to start with the offer.

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So the offer that generated this was off $1,200 of ad spend, they generated 196 leads through

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a funnel, and they got 126 to show, so 65% to schedule, excuse me.

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And of the 126 that scheduled 100 showed, all right, so they had 51% of all leads that

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showed up.

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So double the lead cost is what the ad spend per show was, all right.

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Those are good numbers, 51% showed up.

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Now, what I want to do is break this down from that, they were also able to make $9,000

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up front before selling the 2K backends, all right, which ended up being 64 people decided

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to pay for the in-person visit, so I'm going to walk you through this.

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So first things first, they offered a free scan, a free body scan, all right, now that's

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just a sexier different way of saying a free assessment, all right.

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Now here's what's interesting about this, and I'm going to try and point out the nuggets

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and the wrinkles of what small tweaks make this thing super successful, all right.

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One is, instead of saying an assessment, which everyone's saying, right, they said it

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was free to get this type of scan, right, but what they did is they separated the scan

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and the technology and the software from the cost of a consultation and a visit, right.

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And so what they said was, this scan is normally $260, but it's free, and so when people

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would opt in, right, through the funnel, right, no, through a funnel, not nearly to lead

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ads, they would then opt in and schedule, and when they got on the phone and it said,

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you know, for a 30 minute consult before your free scan, right.

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And so when they get on the phone, they say they would position the offer, saying, listen,

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this is normally a $260 scan, we'll do it absolutely free, the machine and the software

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is very expensive, but we'll do it absolutely free.

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Now normally, every first visit is $130, you don't need to pay now, I just need a card

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on file to make sure that you're going to show up for it, all right.

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So we have a $50 no-show fee, but the appointment's $130 for your first visit, all right.

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Now, they were able to sell 64 out of 100 people that showed up on the phone call for

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this $130 first appointment.

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The reason this is important, again, second little nugget here.

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So first is that they made it a free scan and they separated it from the first assessment.

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Second, they positioned the scan as a $260 thing that was given away for free, so there's

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more value.

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Third, when they closed them, they didn't get charged the $130.

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They said, I just need your card, your first appointments, $130, and when you get here

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and you do it, we'll charge you then.

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We need your card for a no-show fee, which is $50, right.

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And so by doing this, they positioned the appointment, and then that basically makes

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every single one of these people $130 sales at minimum, all right.

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Now, from those 64 people that they closed, they closed them on the $130 first consult.

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So this isn't a $19 first consult.

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This isn't a $29 first consult, this is a $130 first consult, all right.

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And so when these people came in, now all 64 of those people now have $130, they're already

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paying for the service.

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So this Cairo already made $9,000 before the back end sale, before the lifetime value

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of the customer, before selling any product, all right.

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And so this is the key of making it like, if you guys want to succeed and you want your

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clients to succeed, follow the best practices, all right.

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So I'm giving shout out to Tim here, because Tim was new into the Cairo space.

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He hadn't really done it.

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And so unlike many of you, he didn't have preconceived notions about what he should do

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or what was working for him.

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He followed the playbook.

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And so he didn't drive it straight to a person.

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He drove it to a phone call because he knew, because what we told them is that phone calls

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work better for most of those people because you can have max availability.

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What else did he not do?

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He didn't use lead ads because he saw that when he used to a funnel, we know that we get

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two and a half times more people to show.

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Now specifically for him, he got 51% of his leads to show.

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And if you compare that to the throughput that many people are getting, you know, 10%, 12%,

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15% in those specific niches trying to go straight to a person and then asking to do

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something else, it doesn't work.

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So what happens is they'll get on the phone, they'll tell them to cancel that appointment

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and then they'll set another one, right?

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And so then you get cheated out of the shows that you're actually generating, right?

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So here, like this is like, like follow the playbook, all right?

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And so I just want to outline this for you because some of you are trying to figure out

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a way to make more money for your customers or you should be with the mouse trap.

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The key thing here that he did was he was able to separate with the three, the free thing

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they were giving away, free is stronger than discount.

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That separated from the other service that there was being rendered, right?

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A scan is one thing, the assessment is another.

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And so they gave the scan away for free, but charged for the assessment of the scan.

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A scan means nothing without the professional eyes that can provide value from it, right?

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And so that was the, that's the, that's the, the switch, that's the magic here.

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And so now every one of these shows $130 customer and the likelihood of getting one of those

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people to buy a $2000 package is significantly higher.

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And you make that argument for a car practice, like listen, if someone's not willing to pay $130,

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they're not going to buy it.

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See, those are our packages for me.

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They're not going to be a customer.

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So let's just weed those people out on the phone beforehand.

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And that's okay because rather than wasting your time, you're just having your secretary

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weed those people out ahead of time, right?

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These aren't hard sales, right?

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And so the point here is that he scaled to them four phone consults.

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He used the max availability from that, from the front desk.

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They closed them and had, you know, whatever 100 of 126 shows are like 84% show, something

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insane, right?

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Because it was convenient and the times worked for them and they were scheduling them in

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that way.

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Hey guys, love that you're listening to the podcast.

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If you ever want to have the video version of this, which usually has more effects, more

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visuals, more graphs, you know, drawn out stuff, sometimes it can help hit the brain centers

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in different ways.

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You can check out my YouTube channel.

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It's absolutely free.

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You can check that out if that's what you are into and if not, keep enjoying the show.

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All right.

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And so if you want to build a mouse shop like this, think about the other offers that

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you can layer into this because they were already able to make, you know, off $1,200,

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they made, they made it almost nine to one, right?

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Close.

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They made nine to one before they sold the $2,000 packages or if you have 64 people, even

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if they suck ass, all 64 of these people now have $100, $130, a shop, right?

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Or shop fee, essentially.

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And if 30% of them were sold, which is like the average, then they would make 20 sales

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at $2,000, right?

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So they make $49,000 on $1,200 VAT spend and you could easily get for the, for the hundred

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shows that you generated, you're 99, you're 129, you're whatever on those, right?

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And so then all of a sudden, all in, they paid you 10, they paid Facebook 1200, so they're

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about 112 and they made conservatively 50 grand, all right?

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Like that's the, that's the game that we're talking about here.

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And so if any of you guys saw the post that Tim made about how he had his funnel set up,

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I'd highly encourage you to look at the funnel, right?

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He sold some of the benefits of the thing and the opt-in was actually at the bottom of

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the page.

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So people actually had to be a little bit more qualified, his average cost was $14, right?

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And so for many of you, it's not that, I heard someone say to me via message or they're

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like, funnels didn't work for us, it's kind of like your client saying that Facebook

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doesn't work for them.

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It's like, web pages don't work for us.

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It's like, you fucking kidding me?

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Of course they work.

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Like you just aren't good at them.

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You know what I mean?

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Like it's like kind of a ridiculous thing to say, of course they work, you need to get

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better at it.

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You need to optimize it.

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You need to make a better offer, you need to make better copy, you need to make more

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compelling, you know, benefits that are going to resonate with that person.

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And so, anyhow, I say all that to say, there's always a way, sometimes you have to split

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some little details out that can make the whole mouth trap work.

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So anyways, hope you guys have any good Thursday for anybody who's in the professional services

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space, all right?

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So that's physical therapists, dentists, chiro's, whatever.

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For many of you, the thing that's going to dictate what type of appointment you are selecting

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is the availability of the type of appointment.

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If they can give you full availability for walk-ins, then by all means do it in person.

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If they cannot, then you have to use it off the front desk or this will not work, this

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game won't work.

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I'm just telling you, and it's not going to work with anyone else either.

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Like they have to make these, they have to make these changes in their business and they

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have to listen to you because you're a performance partner, right?

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You're not asking for a retainer and if they're not willing to do that, then they cannot

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be a customer, right?

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And you have to confront that on the sale.

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So big picture, if you can find a way to separate the two things, you can make your ears

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just a blow off or independent from what you want to charge someone.

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You're going to already pre-qualified customers and that every single person who comes in

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the door, they already know is worth $100, $150, $200.

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Then all of a sudden, they're going to make significantly more.

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And I think what made that sale easy was saying, I'm not going to charge you right now.

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I need a card for a no-show and when you show up, it's going to be $130.

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If you don't show it's $50, right?

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And so that way, by doing that, they ended up getting the card and making sure that every

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single person who walked in doors already worth $130 before anything even happens, right?

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And that's the beauty of this whole thing, right?

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So as soon as the person comes in, boom, you build them and then they have their first

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console.

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You set the second sale where you go through the actual package sale that's, or the treatment

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plan that's going to go with this and then pre-sell them on, you know, $30, whatever

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sessions at $50 or $80 or whatever, in order to mean it doesn't matter.

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And so that was the mouse trap and that was the little tweak that he did.

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The first part was that he followed instructions and used a funnel and had them schedule and

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did a phone call because he knew they had max availability that way.

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But the back end tweak was that he separated the free offer from getting them to buy and

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value that front end thing and he didn't make it a hard sale because they didn't have

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to actually close $130 on the phone, they said it's, it's normally $260 for the scan and

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it's $130 for the thing.

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So normally this is $500, all right, but instead the $260s on us and it's only $130, you

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don't have to pay for it now, it's just once you come in, right?

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That's it.

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That after you get the card of the no-show, right, and then you're good to go.

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So anyways, if you did reach out to Tim, I would highly recommend doing that if your numbers

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are not at 50% of leads showing, then I would suggest that you model the process that

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he did and that is all I got.

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So have a good Thursday, I hope you guys are crushing life and I hope you guys do, bye.