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This is Ben, he's a cocktail consultant who helps restaurants and bars optimize their

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drink menus to increase profits. But, his revenue is unstable, sometimes he's a great

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month, and then other times he sells nothing and sometimes that goes down.

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I'm Al Shamosi, I own Acquisition.com, or portfolio of companies that generate hundreds

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of millions of dollars per year in revenue. What I suspect Ben needs to work on is

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optimizing his funnel, fixing his offer, he's trying to sell $30,000 thing to strangers who

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have never even worked with him before, which is pretty tough. And then once that

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all that stuff's fixed, spending more on his actual marketing. So the first thing I'm going

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to do is dive deep into the business, and then I'm going to break down all the tactics that he

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and you can use to scale your business to your dreams. Hey Alex, I'm Ben. Hello.

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One of the co-founders of Unfildered Hospitality, where we help hospitality operators build better

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beverage programs. Tell me about the business. So we are bar and beverage program development

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specialists. In 2024, we did 1.1 million in revenue, 123,000 net profit, so about 11.3%

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in net margins. We've been in business for about four and a half years, but we've helped over 200

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bars launch or elevate their concepts. So what's the goal? What do you want to do? My goal,

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3 million by the end of 2020. Big goals. It's big goals. Yeah, triple this year.

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All right. Yeah, triple this year. Right, general. So how do you get started? In 2008, I started my

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life in the world as an investment banker. Okay. And so I hated it. Quit my job there.

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Over the next seven years, I worked in bars and restaurants around the city. A few years after

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that, I opened my first bar. It was all going really well until 2020. Okay. We all remember. What

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happened now? It was just like this small pandemic. It's over now. So good. That's good. Yeah,

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fortunately, I got approached by a restaurant that was still operational. And they said, we need

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new cocktails. I said, great. I'm very good at that. So I tapped my business partnered key and

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so we started on filtered hospitality. All right. Yeah. So who do you help? We currently work

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with restaurants, hotels, bars, country clubs, cruise ships, nightclubs. If they have a bar,

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we help them. How do you help them? We help them by taking their bar programs from good to great.

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Phase one, which we call better cocktail consulting, takes 90 days. We design a cocktail menu for them.

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We train their teams and then we install an operating system to keep it all running smoothly.

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Phase one is better cocktail consulting. Phase two. Phase two is what we call the program

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performance retainer. Okay. So the point of this is to maintain what we did with better cocktail

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consulting and then continue to develop the program. And we do that by having a weekly KPI call where

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we check the scorecard to see how well your metrics are doing. We also then provide seasonal monthly

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seasonal cocktails. We want to maintain the training. And so we have a quarterly training program

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where we fly out there and we train the team for two days. So you don't mind flying. That's

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good because I have an idea for you. So I have an inkling that Ben needs to go up market.

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Restaurants that make over a certain amount of money, they're going to think about like a business

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not just like their passion project. Passion project, business owners are kind of tough to deal with

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when you come from a business perspective. They're not willing to make like sometimes really obvious,

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clear good business decisions for whatever limiting belief they have. Okay. So let's say you help

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them. How do you make money? Great. Our core offer, which is what most people buy from us,

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is better cocktail consulting. We charge 30,000 for that. And again, that's just the development

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and implementation. And what we love to do is upsell everybody or at least have them initially by

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the better beverage program, which is what we call better cocktail consulting plus multiple program

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performance retainers. Okay. What percentage of people go from the core offer the upsell? Less than

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less than 20%. Ding, ding, ding. So my little alarm went off. When I hear, you know, barely 20%,

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that's an indication for me that there's probably an offer issue on the back end, maybe even the

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front end or a combination of the both of how they work together. So what's the main problem?

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We'll tell you about it. We need more better, right? Easter day. Yeah. Long time ago. Yeah.

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Higher quality, higher quantity, more consistency because it's like too much, too much variability,

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lower cost. So the lack of consistency really feels awful. I don't know what next month

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is going to be. Is it going to be a good month or a bad month? The good months are pretty good,

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but I can't really fully enjoy them because the bad months are so awful because the way that we're

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doing sales now is we will go for days, sometimes weeks without any leads at all. And finally,

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when we do get a lead, we'll get them on the phone, we'll have the calls, we'll pitch them,

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they'll get excited, we'll get excited. And we get to the end, we present the price and

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deal as dead. So if you can imagine that massive drought followed by a huge disappointment,

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I'm really looking forward to getting rid of that. $12,000 cack is crazy, especially considering

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the LTV. Ding, ding, ding. Number two, we have a super expensive cost to acquire our customer.

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And this is a customer that should probably be $1,500, $2,500, maybe $3,500, so quiet. So there's

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definitely an offer mismatch between what is being advertised and what they're selling if cack is

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so high or they just have a trotious sales processes. So it's either an offer or sales

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process issue or both and we're going to figure it out. Well, we've noticed that our best clients

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are existing restaurants, right? And so we're considering refining or targeting down just serving

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restaurants that are currently operational, making $4 million a year or more in revenue. What could

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you sell for like eight to 10,000 dollars? Something that we've tried in the past and could easily

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bring it back is essentially a DIY, like we'll teach you how to do it. The uptake on that is

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what I would sue will lower people have a hard time like doing things if they're already not doing

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things. I would think is there a different thing that could be sold that was still in that price

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point that wasn't DIY? I mean, basically I wouldn't position as DIY, I would just be like we're

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not going to fly out. The good news is I think this is super fixable. Let's do the quick recap of all

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the numbers you got so far. 2024 revenue, 1.1 million profit, 123,000, or CAC 11,800, very high,

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LTV to CAC of 1.71, marketing spend without salaries is $10,000 a month, close rate, 66.

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So come here real quick, check this out. This is the $100 million scaling remap,

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Ben is at stage four prioritize and let me know if this sounds familiar. He's saying yes to

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anyone who would pay, he's got all these different types of avatars. He's getting way too many

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unqualified leads. But he's getting people who are clicking, he's getting people dropping in,

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but they're not the right types of people. Here's his next problem. The result of all this stuff is

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that he's got to specialize his product. He's got to make better free stuff and have better

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creative to boost the volume and add qualifications and friction sounding familiar. And so the thing is

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is that as much as it always feels like this unknown journey when you're a business owner,

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businesses behave in patterns. We broke out after studying our portfolio

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companies, seeing where they got stuck and how we broke through and put in a 10 stages.

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If you're curious about where you're at, this is absolutely free. Just go to acquisition.com

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for its last roadmap, plug in your business information and our automation thingy will tell you

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what stage you're at and what you need to do to get to the next level. So it's absolutely free,

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go check that out. And if you want our team to like double check the work and make sure that

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it's the right one and give you more tactics around it, you can hop on a call on the next page.

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And we'd love to help you out. The nice thing is that like, I feel very confident that your

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business will grow because there's some really obvious holes. I think I honestly have what I need.

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What do you think on this side? And then we'll probably we'll pow out through it together.

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Does that work? Yeah, that sounds great. All right, but before we get started,

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would you mind if I made you a cocktail? Ah, all right, I'll be saucy for our, for our

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cocktail. Oh, no, don't worry Alex, I took care of that. We actually have a non-stop offer.

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Cocktail, which is really fantastic, very refreshing, really great for making sure that

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we both stay sharp and focused during the rest of our time together. But it's a delicious cocktail.

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As you notice, the Grand Slam offer, I took a paid out of your book, literally,

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consists of a few great ingredients that are really going to help us stay like on task. So we have

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grapefruit juice, fresh grapefruit juice, squeezed it myself this morning, a ginger mint cordial to

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give it a little spice and a little herb, herbaceousness. And then we have our pineapple kombucha.

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I have no way more people's drinks than their actual names.

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Grand Slam offer. I am. Matter of break it over. Yeah, moments. Thank you.

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Oh, look at that. Oh, got full experience. There we go. All right. Thank you. Cheers.

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Cheers. Oh, that's great. Awesome. I can definitely see how the kombucha would take off the edge

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of the drug, like it could hide a spirit really easily with that. Oh, yeah. Okay. So there's a lot of

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things. So I think that we need to actually talk about the offer, which is something that don't

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always get the opportunity to talk about. But I think that you have a clear offer issue. I think

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we need to talk about avatar. That'll be as it relates to the offer. Number three, and this is

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going to be a big one. It's going to be the funnel. There's a lot of stuff that like a lot of

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missing things there that I think we can like really quickly fix. And then sales. And then finally,

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maybe ascension. And so that's kind of the big, the big overarching theme. So right off the bat,

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I think that you have an offer issue. So either that means that we're getting the wrong

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out of charge on the phone or get the right out of charge on the phone or off the wrong thing.

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So I would say $30,000 is super expensive for just a straight, literally just a straight call funnel.

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Very tough. So when Alex said I had an offer problem, I had a strong feeling he was right.

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Because four and a half years into the business, if we're struggling, the way we're struggling,

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there's got to be something broken. And if Alex says it's the offer, good chance it's the offer.

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For what you're looking at, CAC, for a small business or a restaurant, I would imagine it should

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probably be in the neighborhood of $1,500, $2,500. That's where that's like if you were up at $3,

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$3,500 would be like, okay, fine, but it's going to be in that kind of range. And so I think there's

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you can probably cut it by at least two thirds compared to the, you know, 12,000 or whatever

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that you're spending right now. Because I think there's a lot of opportunity from that perspective.

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God, there's so much stuff. I'm just trying to think, okay, why don't we just start

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to put the spear and let's open up the ads since that's the one that we can control the most.

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So right off the bat, we need to have clear callouts. So we need to be talking about what avatar

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we're really looking for. So struggling to get the most out of your cocktail program, I don't know

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if that's necessarily even the language that would matter. I also wouldn't restate my name one for

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infiltrative hospitality because we already have it above there. So it's like it's some of the most

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valuable advertising real estate. And so I would probably have something to agree with like

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restaurant owners, asterisk, asterisk, you know what I mean? And then like second line, like,

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is your, like, are you doing over, you know, X million dollars per year or it could just be

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formula dollar plus per year restaurant owners is call out number one. And then the question

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would be pain based hook. All right, so check this out. So I'm on page 136 of the leads book.

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The first part I'm talking about here is the callout. So we have to get the right people to

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notice the ad. And it is by far the most important. And so I'm trying to compress the things that

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he's looking for in his ideal avatar into just one line. So they're like, oh, I'm a formula

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dollar plus three year restaurant owner or bar owner. Just put it there and then like, this is for

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me. And once I do that, 80% of the work of advertising is actually done as crazy as that sounds.

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What I'm getting into further after that is, okay, let's see if we can ask a yes question or

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an if then statement or talk about some ridiculous result. All of these things are kind of the line

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after actually calling out the prospect, right? Now, once we get a little further into the copy,

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I like using the what who went framework. So this takes the value equation, which I talk about in

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my first book, this guy and tries to like explode this into many different copy variations. And so

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what we want to talk about is both the dream stuff, which is what's the good outcome? How do we make it

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fast? How do we make it likely? How to make it easy? And then on the flip side, the pain, which is

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what's your nightmare scenario? And so this gives you a lot of different angles to approach the copy

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for a customer, whether it's a B2C customer or B2B business owner. And the reason I'm such a big

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proponent of pain in advertising is one is it's super compliant. Two, I have the belief that the

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more precisely you can articulate the pain of a prospect to that prospect and even

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describe it more accurately to themselves than they can articulate it. They will believe that you

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can help them almost better than any promise that you can make them. So if you're like, hey,

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did Sally say this yesterday? Did you have this problem that showed up? And are you consistently

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running out of your most expensive ingredients? But then sometimes they go bad. All of a sudden,

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like, God, this kind of is exactly where I'm at. And now I'm far more likely to take the next step.

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Has cocktails been less than 10% of your revenue year over year? Something like that, right? Or,

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because I know you said in the messaging, they're not as receptive to like profit, money,

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related stuff. There are there are avatars that don't like profit, but a lot of them like recognition.

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It'd be cool. Yeah. And be cool, right? Yeah, they want to be cool and they want to be like

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popular. Like they want to be able to show off. So people have different histories of reinforcement,

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meaning they've had good things that happened in the past from different things that they've done.

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And so if somebody did really well in school, they like, you know, getting A's and maybe the

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score matters more for them. Other people, it's like they like the applause. Other people,

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it's like they like showing up and having people flock to them. Like everyone has different drivers.

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We wanted to describe what it's like, the experience of success in as many varied ways as possible

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to attract the most varied avatars as long as they meet our requisites. Like, is your cocktail

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program flaccid would probably do great? Yeah. Has no one ever posted anything good about your your

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cocktails in the last two years? If you look at your reviews on Yelp, have you just have long island

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ice teas and, you know, vodka sodas, like you might need a insert, you know, a barry haul.

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Instead of saying, because what this is is a super feature, have a day in a driven menu,

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designed to get more orders, team training that delivers just all that sounds like work. Yeah,

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for me. Sure. And so what I want is what occurs as a result, right? And so I'd be talking more

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at like Clancy typically 10X, they're investing the first year, 30% increase in menu orders.

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I'm not sure if it like bites at me, you know what I mean? And so it would be more like what

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the experience is like from people just ordering the things that they know off the top of their mind

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to getting excited when they open up your menu and then all of a sudden say, oh man, I want to try

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so many of these and then ordering two or three times more. So it's like dial into the experience

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of what the avatar is going to go through. Right. And then I would translate it, okay, what about

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the restaurant owner? Having, you know, your restaurant featured in some of these types of magazines,

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which honestly doesn't take as long as you think as soon as you make these types of changes. Sure.

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You know, what a lot of restaurant owners don't know is that one of the largest profit drivers in

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the business is alcohol. And it's the one thing that they're the least focused on. Right.

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If you want, you can book a call. But even if you don't, what I did was I took the, you know,

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the top 10 worst drinks to serve. And I'll show you how to replace them with the top with

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10 drinks that are better than that that work for just about any bar. Now on the thank you page.

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So you can download that on the next page, but on the thank you page, if you want us to personalize

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it to your bar concept, we'll show you how to organize the bars. You can get way more drinks served.

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You can do it with higher margins, and you don't have to train people for nearly as long,

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because if you set it up the right way, that's an interesting book on the next page. Right.

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And so that would be more or less my ad. Right. At least my ad structure. And so the big thing number

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one is that A is that we need better ads. Yep. So that's going to be both a copy. So we won't call

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outs to avatar. We want to have pain based hooks. We want to have be more benefit versus feature driven.

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B, we want to bang and lead magnet. What we want to do ideally with lead magnet is demonstrate

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authority and expertise with something that they didn't know that they should know. Right.

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Because either you reveal a problem, you give a sample solution. Yeah. Or you give a one step

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of a multi step process. Those are the three types of lead magnets you can get. So check this out

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real quick. So this is a perfect example of an offer and lead magnet mismatch. So kind of what

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I was saying in the beginning, like we're honing in here, and I'm pretty sure this is the problem.

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So what I explained here, this is page 30 of the leads book, he's trying to do this. He's

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trying to go from low trust straight to a sale. Right. And in that scenario, he might sell a couple

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people, which he is. But instead, what I'm trying to get him to do is put some sort of valuable

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lead magnet first, which goes getting people from low trust to high trust. And then that increases

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the number of people to be more likely to buy from him after demonstrating value. This is probably

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the like first big jump that we're going to do in the business that I think is going to have a huge

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impact on the growth. And what I was referencing for him is under lead magnets. There's always a

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continuous problem solution cycle into the three types of lead magnets are just like I named.

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Real problem, have a free trial or one step of a multi step process. It's almost like I wrote the

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book on this. Like I think that's the right direction because I think it being cocktail focused

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because right now we've been working on a lead magnet that's a profit focus. Okay. And it's

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straightforward. I mean, essentially, it's a tool that they've used in Excel and they pull up a

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p-mix. They put in their top 10 sellers, the quantities, the price. Yeah. They make a $0.50

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dollar, $2.00, a dozen and $50,000 in profit. Yeah. Yeah. You know, that's great for the profit

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driven avatar. Yeah. And so I don't know if there's a way to like kind of stack lead magnets.

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So I wouldn't stack them. I would just test one versus two. Got it. So if we were to just test 97

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versus 47, you might think, okay, well, maybe, you know, just from the front end, $97 in the test

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that we've run. Actually, it converted almost the exact same amount, but it was twice the money. So

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that was a good idea. But where the real money was was the fact that people who bought this were way

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more likely to spend money. Now, for me to answer why? No idea. Just know that. And so this is why we

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test all the way through LTV, not just which one gets more opt-ins or which one gets more sales in

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terms of volume up front. You might find though, is that maybe the cost and this is why it's important

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to track all the way to the sale. Yeah. Is it you might found that the profit driven one get is

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cost three times as much to get the lead. Yeah. But you close more sales. Sure. And I'm going to show

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I'm going to break down some more funnel stuff in a second, because I'll show you how we need to

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reorganize yours. But I would just run that as an ABA. So we're going to run some ads. We're like,

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hey, so you'll do the same exact intro. Yeah. And then the transition will be like, and if you want

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the top 10 drinks that you shouldn't be serving, that actually hurt bars and their profitability,

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download my thing. And I'll show you 10 different ways of making them that are more profitable

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faster and got it. And then the other one is like, and if you want to see how much revenue could

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potentially be missing out on. Sure. I have a tool that we use internally that I'll just give you

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for free. You can plug in your numbers. And then it'll spend on exactly what the opportunity is.

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And if you're like, you know what, I'm not really a big Excel guy. That's fine. On the

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thank you page schedule call, we'll walk you through it specific to your bar right now. Right.

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Right. So I think both of those work. And I would just protest that. Like I don't know the answer

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to that question. They will. But lead magnet for sure is one of the things that's missing from

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these ads. And also probably why you're not getting the conversion you need to on the, on the

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on landing page. So why don't you click. So we're going to swap this ad out for an ad that talks

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about the lead magnet has a pain based hook and kind of mirror some of the cop that has went through.

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Okay, go for it. Okay. So right off the bat that like the most expensive real estate on this

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page is top to bottom. Yeah. Right. And so you having your logo at the top. Mix it. Doesn't

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matter. No, no, so you are yet. They're coming from cold ads. And like this isn't the branding

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opportunity. Got it. So yeah, this is direct response. So better bar program. I would take that

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out because they don't know what they're opting in for you. And that doesn't mean anything.

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Launch and a lead high profit bar. I would split test the hell out of that. It might be become

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the hottest bar in your town. Okay. Just try out a few different. Yeah. No, 100% and then beautiful

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cocktails professional team and seamless operations. I would mix that. So I would want the sub headline

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to be basically the single largest concern someone has about the promise of the headline. Got it.

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So here's this amazing thing. And here's that thing that you're thinking about now that you

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don't believe me. And so let me tell you why you should believe me in the next line. Right.

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Like the reason you're a cocktail suck is because like, yeah, I mean, it could be like with or

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still without, right? Right. So launching a lead high, you know, high profit bar. Yep. Without

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having to redesign your existing location without buying expensive ingredients that go bad. Or having

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a really expensive training process. Sure. I don't know. This is just me thinking if I were a bartender.

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So here, there's a lot of pieces to this. And I don't think you need any of them because I've

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already gone through your funnel. I would basically drop this to just, I'll tell you why.

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So I'm okay with all of these. If it basically you collect this information twice in this funnel.

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I don't know. Have you gone through it? I built it. Okay. So let's go through it. Let's just go,

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you know, a, a, a, just, we just put whatever in. Okay. aadwell.com. So that was me. Yeah. Okay.

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By, uh, yeah. My director of office was freaking out. She's like, is that you guys?

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She's like, we got it. We got the lead. We got a hot one. So let's say we click here. Now just

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click whatever time. All right. So now I got to put it all in again. Right. I'm like, God, this sucks.

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So this is a really classic business owner mistake, which is that a lot of business owners haven't

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even gone through their own sales process. They set it up two years ago and they haven't

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gone through it. You would be amazed at how many times you change a couple things and then you go

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through it again and you're like, God, this looks horrible, except you're like running traffic to it

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and this is what customers are saying. And I like, I'm guilty of this too. So I'm not saying I'm

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immune to it. And so having some regular cadence of actually going through clicking the buttons

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because this is obviously ton of friction and this is bad friction. Good friction is you add

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qualifications. You make sure the right people are coming in, the bad people are going out. But this

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friction of just having people like repeat opting in for stuff or like very slow load times,

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that's bad friction that gets both good and bad people to stop opting in. So fundamentally,

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marketing comes down to having the sweet spot on friction because if I were to advertise, hey,

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here's my phone number and his is how much it is. Call me to buy. That would have the least

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amount of friction in the process possible. But the issue is I'd probably get a ton of people to call

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or maybe not. And it's just like, it's too fast. On the flip side, if you make people jump through

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30 hoops, you might have a perfectly qualified customer, but you're missing out on 90% of the people

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who would have bought if you just made it a little bit less frictiony. And so it's all about the

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sweet spot between both extremes. And in general, the more expensive the product or service,

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the more friction you'll generally need to add. And so my little moniker for this is the bigger the

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plane, the longer the runway in order to get it to take off. Okay, so now that we're back here.

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So first off, this needs to not be on YouTube. So you need to get somebody's because otherwise,

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it looks, it looks hokey. Get it on any third party. Get it on a video, whatever. Yeah, you don't

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want other recommended. It's just like it's taking people off the site. And I don't think it looks good.

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Right. Whatever. This is what your new phone looks like. So you're going to have, hopefully,

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this looks like a book. Yeah. Okay. Okay. And then we have your email. We've got our headline,

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sub headline, and then we've got our image. Right. So then that's then going to go here,

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which you have, uh, congrats. And then we'll have our main, our secondary headline. Now here's where

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we put the video above, above the scheduler. Okay. And then the scheduler's going to be here.

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So this will be VSL. Then we'll have the booking and then post booking will have a separate thing

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here, which will one have the VSL and the lead magnet. So it's just like that way they can go to

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their email to get it, but they also can click here to get it. It just makes it convenient for them.

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But what we have here though is basically how to prepare for your call and just more selling. Yeah.

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I'm a huge advocate of having videos or kind of sales materials prior to a human intervention.

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And the reason for that is if you've ever done sales on a consistent basis, you end up kind of

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repeating the same presentation if you will over and over and over again. And so then it starts

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to sound rehearse. The other person zones out you zone out because you've said it so many times.

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I like taking all of the stuff that you kind of repeat over and over again in a sale and

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frontloading that. And so when you're on the call or when you start the call, you can start it like,

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okay, how's everything sound? And now we can basically start from the beginning to making a decision

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rather than like just like another pre-recorded vomit of a salesperson. And the other benefit of

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a video is that there's a lot more visuals. Right? Like if you're talking on the phone,

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you're talking on Zoom, you'll be limited in the amount of visuals you can probably provide.

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Whereas here you might be able to provide charts and graphs and statistics and visuals that make

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it more compelling and easier for somebody to understand. I would rather have the perfect pitch

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delivered every time in an automated format. And then when they have the customization be,

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what the conversation is after the fact to get them to decide to buy or not. This is the new funnel.

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And this is what we advertise. And just real quick, this is after they schedule VSL,

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this is the VSL again. Just it's just a different one, but yeah. It's a different one,

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but more like prep for sales. So think about this. Think about all the things that people

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present with on the call early that are their biggest concerns. Okay. That's what you put there.

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Okay. So you might be wondering this, you might be wondering this, so let me,

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let me put your minds at rest. These are the things you need. You don't need this. You do need this.

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If you're concerned about these four things, I'll break them down one at a time. So first things

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first and then walk through it. And I'll be on. So you know, have a computer. It's going to be a

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Zoom call or expect it from this number, whatever. So call prep concerns and VSL. This was like more

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about like painting promise. Okay. Got it. Yeah. If we honestly like we just do this, you're probably

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going to like significantly increase your sales. And we do it like we could probably do nothing

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else today. And like that's all that has to be done, right? Is that the ads need to go to the

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right avatar. Yep. Which is called out. We're actually going to give them a reason to go to this

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page that they can immediately get value from. They're going to opt in. Then we have our,

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now if you want to do more of the, you want to add more of the information that you were collecting

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over here, you can. Yeah. That's fine with me. As long as it's fully integrated. Yep.

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And to hear so that they don't have to do it twice. If you want, you can put a little on this side,

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like in like a black banner across the top of this. Yep. That has, you know, for $4 million

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plus only. Yep. Got it. This is, this is a big, a big part of this. Let's have what we were talking

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about earlier. Sit my brain juice for a second. I'm going to spill it. I got a lot of stuff in here.

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Okay. So you're confident about the $4 million avatar. Is there any reason that two and three

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million dollar avatars don't work? They do. They just, they're going to be a harder sell because

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so then let's get to the offer part because this, this, like, because this is, this is the,

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this is the funnel and process. But now let's talk about the offers that we're selling here.

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All right. So let's put this because now this is going to go to the phone. This is a phone for

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everyone who is born before, sorry, after, after 90, 95. So these are the offers. Okay. So Ben

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has a clear offer problem. I wrote my entire first book on this issue because it's one of the most

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common problems that limits businesses. And the offer is a strategic thing that you do in that

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it affects the entire business. If you change your offer, it changes the advertising, it changes

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the conversion process, it changes your pricing, it changes your deliverables. So it changes

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everything. But because of that, if you nail the offer, that's where you can have these massive

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upticks and growth seemingly overnight. And so I'll just read this little piece for you. No offer,

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no business, no life, bad offer, negative profit, no business, miserable life, decent offer,

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no profit, stagnating business, stagnating life. I would say he's right now between two and three.

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Good offer, some profit, okay, business, okay, life. And then what we want to build is a grand slam

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offer, a fantastic profit, insane business and freedom. That's what we want to get to. So let's

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break this out. So I think that that offer straight off the bat selling 30,000 dollars upfront,

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really tough sale. Totally. It's very, very hard sell. So I like that he's charging premium,

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prices for premium services. That makes sense. The problem is how he's selling it and when he's

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selling it. The right offer at the wrong time is still the wrong offer. That's the problem he has.

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And so this 30,000 dollar thing absolutely should be and maybe we need to change that, maybe that

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should be a 60 or 90,000 dollar thing. But selling it right off the bat is kind of like he's getting

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people who've never met him before to just get on a call and then just try and buy. Rather than

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try and go for that, I'd rather go for a much easier sale that with that first product or service,

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we can give them the information so that now our entire business is about upselling customers

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into our 30, 60, 90,000 dollar thing. Rather than spending six phone calls to close somebody

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on a 30,000 dollar thing and having people drop off at each of those steps. This is how if I owned

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your business, I would have my front end thing be like five or six grand. I would have it

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solved one very specific problem very well that more than, you know, gives them a 50K or a

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while on a 5,000 dollar thing. But it's built in purposefully just to get the quick sale,

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transition from prospect to customer, one call close, now three call closes, which I'm sure you're

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having to do right now just to close the price. Right. Yeah, you're our muscle people get 30 grand.

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We're missing the point of even having this simple sales funnel. And so get the 5K, do the three

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calls you were going to do as a sale anyways. Yeah. Provide value for those three. And then at the

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end sell your 30K thing. Got it. So I think that the changes that Alex recommended for the funnel

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make a ton of sense. I'm not a professional funnel designer. I've really only been doing paid ads

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for the last year and listening to somebody who's got as much vast experience like Alex, tell me

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exactly what I need to do is super helpful. And I know that I could probably figure it out over many,

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many years and painful processes, but ultimately having this path to create a funnel that works

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is going to make me feel a lot better. So what can we split off that's like five or six grand

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that would be immediately valuable to them that doesn't require huge amount of work but they could

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just like they could use your calculator, they could make these changes and immediately see like

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a return that would then create the necessity for your main thing. Yeah, I would say that the pricing

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been as massive. Okay. Another thing would be like just very basic sales training for their teams.

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Like they need they need a script like their bartenders and servers if you don't have a script for

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your sales team, like no idea. And the way you look at that is very straightforward. How many

370
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drinks per person are you selling? Yeah. You know, number guests, you know, how many drinks you're

371
00:29:39.120 --> 00:29:44.080
selling, you know, drinks per guest. Yeah. Boom. That's like a pretty easy metric to like how do I

372
00:29:44.080 --> 00:29:48.880
grasp on? Which of those is easier for you to deliver on? The pricing is like massively easy because

373
00:29:48.880 --> 00:29:53.120
they just have to change their opinions. Then I would then I would I would go pricing on it first.

374
00:29:53.120 --> 00:29:57.440
Yeah. Because also there's a media value in that what I would do is like let's back calculate

375
00:29:57.440 --> 00:30:00.400
how much more profit you would have made last year if you had these prices. Yeah. And then they're

376
00:30:00.400 --> 00:30:03.280
like holy shit, I would have made a hundred grand. You're like cool. So pretty good return on the

377
00:30:03.280 --> 00:30:06.960
five. Yeah. Great. If you like that, you're going to love what I have for you next. Which is how do

378
00:30:06.960 --> 00:30:11.280
we actually make sure this happens consistently? Quarter over quarter. This is actually what we do with

379
00:30:11.280 --> 00:30:16.080
our, you know, with our premier, our premier customers. Right. It's too cold of a sale right now. Yeah.

380
00:30:16.160 --> 00:30:20.640
So either we have to have a much longer sales process or we lower the bar so we can just get

381
00:30:20.640 --> 00:30:25.680
them in the door and then we can upsell. Right. And in the profit booster, which is what we call it,

382
00:30:25.680 --> 00:30:31.120
it's like you think that that is going to be media enough for them. Obviously, it's okay.

383
00:30:32.640 --> 00:30:36.800
We're not selling 30. It's fine. Right. It's like, dude, if we just fix this one thing on more than

384
00:30:36.800 --> 00:30:41.120
I know what your market looks like. I like we have cops in the area. We can tell you what this

385
00:30:41.120 --> 00:30:45.440
market can sustain. And that way the question is what's it worth to get it right on the first shot?

386
00:30:46.560 --> 00:30:50.640
So like for sure, I could say, hey, just on your price of a 10% you probably freak out about that.

387
00:30:50.640 --> 00:30:54.080
Of course you would and rightfully so. So what we're going to do is remix a couple of the things,

388
00:30:54.080 --> 00:30:57.600
get the prices appropriate to your area that we already know we're working. So you don't have to,

389
00:30:57.600 --> 00:31:00.880
you don't have to sweat about it. Right. Done. So it's like the only real cost to you is reprinting

390
00:31:00.880 --> 00:31:05.920
your fucking menus. Right. And then the next step is like, do you want to raise your prices again?

391
00:31:05.920 --> 00:31:10.560
But sooner, what you need a better quality product, better chain bartenders, et cetera. And I feel

392
00:31:10.560 --> 00:31:14.880
like that could help them kind of understand that they will have that opportunity to do it again

393
00:31:14.880 --> 00:31:18.560
sooner because they already got the bump. And the reason I want this one is because this is

394
00:31:18.560 --> 00:31:23.440
fast and easy, which I like selling those things first. You have to do this in order to do this.

395
00:31:23.440 --> 00:31:27.280
So you might as well sell this first. Okay. And the fact that it's easy and fast and profitable,

396
00:31:27.280 --> 00:31:32.560
like that checks all the boxes for fast, easy, risk free. There you go. Right. I think we make

397
00:31:32.560 --> 00:31:39.360
this 5800 on the phone for the pricing booster, whatever we want to call it. Yep. And then what we do

398
00:31:39.360 --> 00:31:45.200
is that then leads to the quarterly retainer at, I think, at 9K per quarter. Right. And that's

399
00:31:45.200 --> 00:31:51.040
probably how I pricing. So Alex's idea about the 5800 dollar offer really makes a lot of sense.

400
00:31:51.040 --> 00:31:56.560
When he was explaining that trying to sell somebody a $30,000 service, cold.

401
00:31:57.840 --> 00:32:01.680
Hey guys, real quick, this podcast only grows from word of mouth quite literally. There's no other

402
00:32:01.680 --> 00:32:04.880
way to grow a podcast in word of mouth. If there's some element of this that you think somebody

403
00:32:04.880 --> 00:32:09.520
else should hear or be relevant to them, it would mean the world to me. If you shared this via text,

404
00:32:09.520 --> 00:32:13.680
via Instagram, via DM, via whatever way you like to share stuff with people you love. Thank you.

405
00:32:15.520 --> 00:32:20.720
Isn't working. There was a little bit of an aha moment, but actually it makes a ton of sense.

406
00:32:20.720 --> 00:32:26.880
So I'm excited to try to find an opportunity to give our clients or prospects that will become

407
00:32:26.880 --> 00:32:32.480
our clients. Exceptional value right off the bat will one make it a lot easier to go to the next step.

408
00:32:32.480 --> 00:32:38.080
And also give us a lot of quick wins so that we're not constantly putting in all this work to get

409
00:32:38.080 --> 00:32:42.960
nothing. Trying to think about the easiest way to do this. I would probably end up doing a roll

410
00:32:42.960 --> 00:32:48.720
over upsell. So we're selling step one of a multi-step process. That's what this is. And I would

411
00:32:48.720 --> 00:32:52.880
seed that up front. So when you sell the thing, it's like listen, I'll be real with you. My whole goal

412
00:32:52.880 --> 00:32:56.000
is going to give you this pricing on it. I'm just going to easily are why myself and like everybody

413
00:32:56.000 --> 00:33:00.000
will be happy. What I really want to do is help you really transform the bar. Yeah. Because you know,

414
00:33:00.000 --> 00:33:04.000
you can only do pricing change once. And then after that, what do you do, right? But even if we make

415
00:33:04.000 --> 00:33:07.040
this pricing change great, we made you an extra hundred grand. But wouldn't it be cooler to make an

416
00:33:07.040 --> 00:33:10.480
extra million? Now I'm not promising that because obviously your results will vary. It depends on

417
00:33:10.480 --> 00:33:14.800
your market. But what I can do is basically walk you through what it takes to truly build this into

418
00:33:14.800 --> 00:33:19.680
a staple that then also drives people into the food side. So it becomes a virtuous cycle. And so what

419
00:33:19.680 --> 00:33:24.800
I want to do is take your your your 5,800 then I'll credit towards you. So if you're wondering should

420
00:33:24.800 --> 00:33:29.600
every business have a backend and a front end or multiple offers, the answer is it depends. And I

421
00:33:29.600 --> 00:33:33.120
know that's a terrible answer. But I'll tell you what it depends on. There's a certain amount of

422
00:33:33.120 --> 00:33:36.880
information that is required for somebody to make a decision. Depending on where they come in on

423
00:33:36.880 --> 00:33:40.560
that continuum of needing a little bit of information versus needing a lot of information,

424
00:33:40.560 --> 00:33:44.720
then there has to be more selling than most occur. Then the next constraint that comes up in the

425
00:33:44.720 --> 00:33:48.480
business is cash flow. Well, for spending money to get these people in, we want to recruit that

426
00:33:48.480 --> 00:33:52.560
cash as fast as we can. And for somebody to buy maybe a hundred thousand on thing, it takes more

427
00:33:52.560 --> 00:33:56.000
time and more information to make that decision. And during that time, we're spending on this money

428
00:33:56.080 --> 00:34:00.320
labor and advertising, but we're not seeing any return. The idea of sometimes having a front end

429
00:34:00.320 --> 00:34:06.880
and backend offer is mostly just a pool cash forward offset the cash the cash outlay, which is

430
00:34:06.880 --> 00:34:11.840
another way of saying decrease the payback period or increase the cash conversion cycle. Lots of

431
00:34:11.840 --> 00:34:16.160
fancy words, but basically just get money back faster. So that then everything after that's all

432
00:34:16.160 --> 00:34:20.000
gravy, you recruit the money and I go get another customer. And then this person's all in the

433
00:34:20.000 --> 00:34:25.920
inception process. For example, his advertising was all brand based and all inbound, then he could

434
00:34:25.920 --> 00:34:30.320
probably get away with just going straight to a more expensive thing because they've already consumed

435
00:34:30.320 --> 00:34:35.280
so much information prior to that. But since he's almost entirely based on cold traffic ads,

436
00:34:35.280 --> 00:34:39.760
we have to lower the bar to get people to just take that small jump so that he can then prove

437
00:34:39.760 --> 00:34:46.080
himself to then take the big jump. See that before. Yeah, because it works. And so and you do it,

438
00:34:46.080 --> 00:34:49.440
but it's like you only get that if you do that during the two to four weeks that we have.

439
00:34:50.240 --> 00:34:55.200
So that's the time window we can apply it towards. And if you want, I'll apply it to your first payment.

440
00:34:55.200 --> 00:35:02.720
So the 9K becomes 4K for your first quarter and then you go into 9K after that. Or if you want one

441
00:35:02.720 --> 00:35:09.920
of my personal favorites is just knock off 1,500 for quarter. So make this 10-5 or 10K for quarter,

442
00:35:09.920 --> 00:35:14.480
but if you do it now it's 8,500. And we're not going out that way we spread the discount of

443
00:35:14.480 --> 00:35:19.200
a quarter. I gave Ben two different ways of applying the discount. I prefer spreading discounts

444
00:35:19.200 --> 00:35:23.760
because I don't want an easy yes and then go from 4K to 9K and then then say, oh, actually,

445
00:35:23.760 --> 00:35:26.880
I'll just get the quarter and then I'll cancel. I'd rather spread the discount out and get the

446
00:35:26.880 --> 00:35:31.040
commitment over the long term. And so if someone's willing to pay the 8,500, they're like, okay, well,

447
00:35:31.040 --> 00:35:36.480
that was nice of him to credit the 5,800 or $6,000 towards my payment. So it's like a nice gesture

448
00:35:36.480 --> 00:35:40.320
and encourages people to take action, but it's not so much so that it's getting the wrong type of

449
00:35:40.320 --> 00:35:43.600
a customer in because the price is going to double. That way you're not, you know, crushing your

450
00:35:43.600 --> 00:35:49.840
first payment. Sure. And the 9K per quarter, which is what we're doing that is continuity on the

451
00:35:49.840 --> 00:35:56.320
better cocktail consulting thing. So how do we... How sticky is that? How sticky is it? How are

452
00:35:56.320 --> 00:36:01.200
people reupping? The actual design and implementation of their cocktail menus are... Are people

453
00:36:01.200 --> 00:36:08.080
turning out of this? Yes. Like basically anybody who buys it as part of the initial package,

454
00:36:08.160 --> 00:36:12.320
they don't continue on with it. Like they stop after two quarters. I have my suspicions on when

455
00:36:12.320 --> 00:36:18.000
it's happening. Okay. Why? We are not showing them the value. We're not demonstrating it in a meaningful

456
00:36:18.000 --> 00:36:21.200
way. Like we're supposed to fill out a score card, we're supposed to show them a week over week,

457
00:36:21.200 --> 00:36:26.080
how much better their program is doing. We're not... You're not dying it? Well, I have... Yeah,

458
00:36:26.080 --> 00:36:29.680
the team sure. Yeah. So there's a little warning alert that's going off for me right now,

459
00:36:29.680 --> 00:36:34.880
which is that if people are turning out in two quarters, basically two payments, that's not a

460
00:36:34.880 --> 00:36:39.760
good sign. You know, he nailed it. He's not providing value. That's a kind of amorphous big term.

461
00:36:39.760 --> 00:36:43.680
But underneath of that, it's like the question is, why? One of the difficult parts with consulting

462
00:36:43.680 --> 00:36:47.200
or education is that if you were what I would consider a quote a one trick pony, I'm not saying

463
00:36:47.200 --> 00:36:51.360
Ben is, but if you are, then once you kind of like implemented your thing, it's like, why should someone

464
00:36:51.360 --> 00:36:55.600
keep paying you? So I like to figure out ways that we can have some sort of consumables or something

465
00:36:55.600 --> 00:37:00.160
that is always changing the business that is required for you to keep providing value. One of the

466
00:37:00.240 --> 00:37:04.880
benefits of a bar restaurant is that they're always getting new staff in. And so new staff needs

467
00:37:04.880 --> 00:37:10.320
to get trained up consistently. Now, the downside is if they learn how you train, then they'll just say,

468
00:37:10.320 --> 00:37:15.600
well, I'll just train them myself and not pay you this money. We have to figure out a way to make

469
00:37:15.600 --> 00:37:21.520
the backend stickier or just accept that it's not and then charge an appropriate amount of money

470
00:37:21.520 --> 00:37:24.960
for it so that you deliver that value. You have a good margin and you just understand that that's

471
00:37:24.960 --> 00:37:28.960
the nature of the business and the good news is there's a gazillion restaurants and bars and so

472
00:37:29.600 --> 00:37:33.520
you'll be able to do that for a very long time. Well, some people try to create recurring revenue

473
00:37:33.520 --> 00:37:37.760
for recurring revenues, say, but some products and services are not really meant to be

474
00:37:37.760 --> 00:37:42.640
recurring. There's a reason that after four years of education in college, you graduate, after

475
00:37:42.640 --> 00:37:45.920
high school, you move to the next thing, like education in general tends to graduate people,

476
00:37:45.920 --> 00:37:50.000
they learned and because they learned, they no longer, you know, should continue. Now, how does the

477
00:37:50.000 --> 00:37:54.160
education system do with this? They just give you more and more majors and you can become a master

478
00:37:54.160 --> 00:37:57.120
and you have a PhD and you can be able to double secret PhD, right? This will always give you

479
00:37:57.200 --> 00:38:00.560
something else. It's more common in it like an education and consulting business like his,

480
00:38:00.560 --> 00:38:04.560
but the businesses that are most valuable, obviously, are businesses that once someone comes in,

481
00:38:04.560 --> 00:38:07.680
they never want to leave or stop paying. But it doesn't mean that you can't make a ton of money

482
00:38:07.680 --> 00:38:11.040
in businesses that you do just one time services on. So I don't think there's anything wrong with that.

483
00:38:11.040 --> 00:38:14.960
There's just less enterprise value. Why are they doing it? I think there's a little bit of resistance

484
00:38:14.960 --> 00:38:21.680
to just kind of numbers in general from them. I co-design that component of it for them to do. Is

485
00:38:21.680 --> 00:38:25.680
there a way that you can just get a log in to their system and then collect it? Definitely.

486
00:38:25.680 --> 00:38:30.720
I'll bet you. If you logged into their system and once a month they had a meeting with you,

487
00:38:30.720 --> 00:38:34.880
where you showed them their numbers, it would almost feel like this guy knows all my stuff. I

488
00:38:34.880 --> 00:38:38.880
have to. You don't even mean, and so I think that would be worth the extra time cost,

489
00:38:38.880 --> 00:38:44.720
maybe two hours per per account or whatever it cares. Right. That's me who feels worth improving.

490
00:38:44.720 --> 00:38:48.160
Because if you don't, if you can't fix turn, there's no point in doing anything. Because

491
00:38:48.160 --> 00:38:51.040
a lot of people just have people falling out the back. It's like we have to start with people staying

492
00:38:51.040 --> 00:38:54.320
and then we can fix all the front end stuff. Because why would you pour more to a leaky bucket?

493
00:38:54.320 --> 00:39:00.000
Right. So how does this process feel overall? It feels great. I mean, it's in line with the direction

494
00:39:00.000 --> 00:39:06.560
I wanted to go and it's just obviously laid out much more clearly and using a system that you know

495
00:39:06.560 --> 00:39:12.480
works. Okay, good. As an entrepreneur, you try to figure out a lot of things on your own. You can

496
00:39:12.480 --> 00:39:18.400
do it a lot of ways. You can do it by doing the research, trying things out or working with people

497
00:39:19.040 --> 00:39:24.640
who have been there and done it before. With Alex, not only has he been there and done it before,

498
00:39:24.640 --> 00:39:31.360
he's been there, done it incredibly well multiple times for businesses in tons of different industries.

499
00:39:31.360 --> 00:39:37.120
And so when he says that something's going to work, I believe it. The sales training is like the

500
00:39:37.120 --> 00:39:44.000
intermediary. Is that kind of what you're recommending here? Because in my head, the offer component

501
00:39:44.000 --> 00:39:48.560
starts with the pricing part because that's the easy win, right? That would then move into the

502
00:39:48.560 --> 00:39:53.280
cocktail consult, the better cocktail, the $30,000 offer. And then that would move into the $9,000

503
00:39:53.280 --> 00:39:58.960
quarter. Any reason to not just push them into continuity? Because they probably still have shitty

504
00:39:58.960 --> 00:40:03.920
cocktails. I could make that just, I could just say we'll start, we'll just do our program and

505
00:40:03.920 --> 00:40:09.200
we'll do it in the first few months. It'll be the first quarter will be the program. That's fine.

506
00:40:09.200 --> 00:40:14.080
As long as we can maintain the continuity. Yeah, there's an offer structure that I like a lot

507
00:40:14.080 --> 00:40:20.400
called the Wefe offer. So basically I could say, listen, this thing I charged $30,000 for.

508
00:40:21.360 --> 00:40:26.320
If you commit for the year, I'll wave it, but you're committing for it. Now, if you want to cancel

509
00:40:26.320 --> 00:40:31.920
two quarters in, you have to pay me this. So it's like, I'll eat the cut. If I take the risk on,

510
00:40:31.920 --> 00:40:35.600
you make the commitment. That's the risk you take. Yep. And I'll front you all this work.

511
00:40:36.320 --> 00:40:41.120
If you take the risk, actually, you want to have that you don't want the commitment, then pay

512
00:40:41.120 --> 00:40:45.760
for that. I'll do it. And then it's month, it's quarter to quarter. Yep. Which one would you prefer?

513
00:40:45.760 --> 00:40:51.200
Got it. But now it's an AV close. Right. That helped. Yep. Okay. I'm going to talk about a

514
00:40:51.200 --> 00:40:56.640
situation in a second, but I think, I think big picture we have funnel redo. Yep. So we got that

515
00:40:56.720 --> 00:41:04.800
going. Number two is add callouts. Three is we have new lead magnet. Four we have inside a

516
00:41:04.800 --> 00:41:13.520
full redo. We have three step and then dimmy up a video above scheduler. And then we have

517
00:41:13.520 --> 00:41:19.280
integrate scheduler with optin. All right. Let's pull this page up again real quick. So I'm going

518
00:41:19.280 --> 00:41:22.560
to design this as though it were the second page because the first page is really simple. It's

519
00:41:22.560 --> 00:41:26.960
just headlines. I've had line image optin. That's it. All right. So basically the first half

520
00:41:26.960 --> 00:41:30.720
year, you could peel off and make that the first page, but you'll have a picture of the thing

521
00:41:31.440 --> 00:41:35.360
that you're you're going for. Right. And you're going to remove the top two. You know, you're

522
00:41:35.360 --> 00:41:38.960
moved your logo. You're going to move better bar program. Take that out. Beautiful cocktails. It's

523
00:41:38.960 --> 00:41:44.400
going to be the without x, y and z that you're you know, your biggest concerns. Now let's scroll down.

524
00:41:44.400 --> 00:41:47.920
All right. Cocktails to capture how they train bar teams functional product. I would think about

525
00:41:47.920 --> 00:41:55.760
it like this like create drinks that create regulars get staff that customers can't wait to come

526
00:41:55.760 --> 00:42:01.040
back to and tip like crazy. You know, parentheses. Sure. And then functional operating processes.

527
00:42:01.040 --> 00:42:04.880
That's like all that headache reduction. Yeah. I want to think what like functional operating

528
00:42:04.880 --> 00:42:09.200
processes the way to the whip when I think about when I'm ready to copy. Yeah. Is what are the

529
00:42:09.200 --> 00:42:14.800
moments? So if I have functional operating process, what's the moment for me as a restaurant owner

530
00:42:14.800 --> 00:42:20.160
or bar owner that I would experience the benefit of functional operating processes? Is it when I

531
00:42:20.160 --> 00:42:23.840
realized that I didn't have to throw out all this inventory that I like all these old pineapples

532
00:42:23.840 --> 00:42:29.280
that I thought I was going to need and then toss out like what's the moment or moments? It's kind

533
00:42:29.280 --> 00:42:33.280
of one of those things like when you notice the pain isn't there anymore. Right. Like that's

534
00:42:33.280 --> 00:42:37.200
a hard thing to kind of put your fingers. Well, then tell me what the pain is. The pain works fine. Like

535
00:42:37.200 --> 00:42:42.000
the pain that they typically have with dysfunctional operating process is like when they walk in the

536
00:42:42.000 --> 00:42:47.760
bars it's old mask because they always have to set it up. Like no more disaster back barback or

537
00:42:47.760 --> 00:42:53.280
back of bar. But like it just like you can you can do the negative or the relief of the positive.

538
00:42:53.280 --> 00:42:57.840
Okay. Now let's scroll up. Okay. A lot of consistent proven results. I would say like we drive

539
00:42:57.840 --> 00:43:02.880
quarter over quarter alcohol sales growth because that's what it that's what to me proven results

540
00:43:02.880 --> 00:43:07.760
doesn't mean anything is a word. 30% cocktail sales, 40% return to beverage,

541
00:43:08.640 --> 00:43:13.280
50% boost speed of service. I would actually use the numbers as the subtext and I would use the

542
00:43:13.280 --> 00:43:19.440
benefit as the primary text. Okay. So speed of service is like get rid of waiting lines and then it

543
00:43:19.440 --> 00:43:23.920
says underneath 50% boost in speed of service. That's mean personally. So I referenced earlier in

544
00:43:23.920 --> 00:43:30.000
the ads around the copy but now we're applying the same frameworks from who up when to the landing

545
00:43:30.000 --> 00:43:36.000
page. I like to speak in terms of moments because people don't really like they have to translate

546
00:43:36.240 --> 00:43:42.400
or unpack a word of like a process or some specific improvement. It just takes mental effort and

547
00:43:42.400 --> 00:43:46.480
every piece of mental effort you ask someone to use a certain percentage people say nah I've got

548
00:43:46.480 --> 00:43:50.240
other things in my life and they'll dip. I want to pre-digest the food, I want to pre-digest the

549
00:43:50.240 --> 00:43:55.120
pain and explain the moments that they've probably recently experienced that will then make them

550
00:43:55.120 --> 00:43:59.040
believe that I have complete context on their problem and therefore I'm highly likely to be able

551
00:43:59.040 --> 00:44:01.920
to solve it. So there's a number of really small things that you can do at a page that can have

552
00:44:02.080 --> 00:44:06.320
a really big improvement. First off like everything that someone sees above the fold like that's the

553
00:44:06.320 --> 00:44:10.000
most important part of the page. Like what happens on someone's mobile device or their desktop before

554
00:44:10.000 --> 00:44:13.760
they scroll that's above the fold is kind of what they say the marketing role. If you've got like the

555
00:44:13.760 --> 00:44:18.400
name of your business and it's cold traffic they don't know they don't care so like take that out

556
00:44:18.400 --> 00:44:21.520
because they don't know who you are and so then the headline itself it's like we wanted to be some

557
00:44:21.520 --> 00:44:26.000
sort of very clear like reason for them to move forward and then I usually have sub headlines that

558
00:44:26.000 --> 00:44:31.360
clarify or add context to the headline and so oftentimes that'll be like without X, Y, and Z or

559
00:44:31.360 --> 00:44:34.880
without paying it qualifies it. Underneath that it's like I wanted to be as simple and

560
00:44:34.880 --> 00:44:39.280
clear as possible what they're going to get and then basically everything below the fold is just

561
00:44:39.280 --> 00:44:43.520
if you're still skeptical let me just give you more information to make the decision but I want

562
00:44:43.520 --> 00:44:47.680
all of the information I'm providing to be relevant to why someone should move forward not just

563
00:44:47.680 --> 00:44:51.360
like a whole bunch of stuff about us and then make sure that you have disclosures around around

564
00:44:51.360 --> 00:44:56.320
results to make sure you explain how these things are calculated and otherwise it could just be

565
00:44:56.400 --> 00:45:01.840
an unsubstantiated claim. So the new lead magnet we have the new funnel we have the new add call

566
00:45:01.840 --> 00:45:09.120
out so this is great we're going to have the $5,800 pricing offer which I like and then ascension

567
00:45:10.640 --> 00:45:14.000
which is going to be a roll over I think there's a C in there somewhere

568
00:45:14.000 --> 00:45:24.000
no there ascension the roll over plus waived 30k offer all right also the thing is is this

569
00:45:24.000 --> 00:45:27.840
this in-person onboarding is going to serve us such a good like first experience for them

570
00:45:27.840 --> 00:45:31.280
because you can fly out your fixed ones they'll be like wow this is so worth it and right now your

571
00:45:31.280 --> 00:45:36.800
team does all of this stuff right not you I'm all acquisition okay you're up the the people

572
00:45:36.800 --> 00:45:42.240
flying out as your team exactly yeah no I never I stand so what I want to do yeah so what I want

573
00:45:42.240 --> 00:45:50.240
to do is add an ultra high ticket with you yeah so just 5X the price yeah and you can present that

574
00:45:50.240 --> 00:45:56.320
first yeah get the gas and be like or I can tell my team do it to me the exact same process it's

575
00:45:56.320 --> 00:46:01.520
just I got I got away from kids you want me out there I'll do it happy to it is just obviously

576
00:46:01.520 --> 00:46:06.720
you know this is what we do but they're going to run the same clip got it so effectively the $5,800

577
00:46:06.720 --> 00:46:12.080
pricing is part of like an extended sales instead of taking three calls or four calls like

578
00:46:12.080 --> 00:46:16.160
you are right now just get paid deliver the value and then once you have an exchange they get

579
00:46:16.160 --> 00:46:19.840
more than what what it's worth customers versus prospects are like 10 times we're likely to buy

580
00:46:19.840 --> 00:46:23.360
again of course and so just get them make them customers you're getting crystal likely it's

581
00:46:23.360 --> 00:46:27.600
something they buy again right give them a ton of value have it all be with me and it's easy

582
00:46:27.600 --> 00:46:32.400
because this is just pricing related right it's pricing third you know 15 30 day fix they immediately

583
00:46:32.400 --> 00:46:36.240
see the value like dude if you like this you don't know that right do you feel like there's a ton like

584
00:46:36.240 --> 00:46:41.040
a lot of value for me doing all that fulfillment or do you think that that's something that I can

585
00:46:41.040 --> 00:46:45.360
also have somebody on my team I think you do it first just get a feel for it sure totally that

586
00:46:45.440 --> 00:46:51.040
and and because what I want to make sure that we nail is this got it because we're not in it for

587
00:46:51.040 --> 00:46:55.840
the $5,800 thing right we're in it because we want to see I would want to see at least 50%

588
00:46:55.840 --> 00:47:02.400
upgrading into that yeah okay get that get to here and then make them the money to pay you the

589
00:47:02.400 --> 00:47:06.480
next thing and I would say the way that I operate is that I never want to ask for money I haven't

590
00:47:06.480 --> 00:47:10.400
already made you got it and you'll notice that's a common theme of how I roll and so it's like

591
00:47:10.480 --> 00:47:15.280
let me go make you a hundred grand we make you that with the new bar program right and then with

592
00:47:15.280 --> 00:47:19.440
the next thing it's gonna cost you a third of what I already made you right so you're good I've

593
00:47:19.440 --> 00:47:24.880
already made room for you to afford me right sent much easier sale right so I charge them 5,800

594
00:47:24.880 --> 00:47:29.760
they're now making $9,000 a month month month of a month and I like oh look you have $9,000

595
00:47:29.760 --> 00:47:33.440
they didn't have before look you can use that on us right and you want to make sure that you

596
00:47:33.440 --> 00:47:38.320
make that offer before the end of that 38 period so it's like you want to offer it at week two

597
00:47:38.320 --> 00:47:43.840
three again at four if you need to and the way that I offer those things is either I'll do a

598
00:47:43.840 --> 00:47:48.000
immediate off sales if I don't have that but in this one it doesn't make sense so you'd have

599
00:47:48.000 --> 00:47:52.560
the milestone moment so they implement it and they have their first weekend after the pricing

600
00:47:52.560 --> 00:47:55.200
audit and their sales are the same where their sales go up and they're like holy shit I made

601
00:47:55.200 --> 00:48:00.080
way more money so that would be a moment that I would immediately ask for the sale the next one

602
00:48:00.080 --> 00:48:04.080
that I would have is basically like the next week because this is a pretty short time and then

603
00:48:04.080 --> 00:48:08.640
finally if last chance so you have three shots at the sale for this now you were taking sales

604
00:48:08.640 --> 00:48:12.240
calls before yeah but now you're talking to a customer yeah and they've already delivered them

605
00:48:12.240 --> 00:48:17.920
value right easier and they make a money exactly okay I mean big picture if we're looking at this like

606
00:48:18.720 --> 00:48:23.520
the funnel redo on its own could very well triple the lead volume that you're getting right now

607
00:48:23.520 --> 00:48:28.640
okay like honestly just the combination of the funnel redo the ad call out and having lead man

608
00:48:28.640 --> 00:48:32.160
that that actually resonates that specific avatar yeah like this alone could probably just triple

609
00:48:32.800 --> 00:48:37.760
just these things this is going to dramatically improve sales velocity sure let's talk about sales

610
00:48:37.760 --> 00:48:42.720
real quick what do you do like so what's the walking through what like how you structure the conversation

611
00:48:42.720 --> 00:48:46.720
for sales you already have something yeah so that's the that this is the like the click to close

612
00:48:46.720 --> 00:48:53.280
right okay yeah they visit the landing page soon to be optimized yes fell the form yeah fell

613
00:48:53.280 --> 00:48:58.000
the form and that automates a text message for text message an email yeah so text message an

614
00:48:58.000 --> 00:49:04.160
email this I guess if they didn't book yeah it'll still it'll still go out yeah for the link to

615
00:49:04.160 --> 00:49:11.360
book etc it also triggers a call for my director of ops who's largely involved in the intake process

616
00:49:11.360 --> 00:49:17.920
so she conducts an intake this was previously for but we have this intake process in place because

617
00:49:17.920 --> 00:49:23.040
of low quality leads so she would take an intake call 15 minutes if they were qualified she sent

618
00:49:23.040 --> 00:49:28.320
them off to me hmm I'd conducted discovery usually about 30 minutes I talked to them about what

619
00:49:28.320 --> 00:49:32.400
their biggest pain points are yeah asking all the different questions about what they want to see

620
00:49:32.400 --> 00:49:36.080
what percentage of them have been watching the video this new video no what percentage of them

621
00:49:36.080 --> 00:49:41.440
have been watching the video after like when they get on the phone with you oh that that video is

622
00:49:41.440 --> 00:49:47.120
new okay yeah so that's like brand it okay yeah yeah well this last month you've taken sales calls

623
00:49:47.120 --> 00:49:52.240
have any of them mentioned the video no okay so they're not watching it so this the way that I

624
00:49:52.240 --> 00:49:55.680
structured it here where they're going to have to see the video before they well they'll see it

625
00:49:55.680 --> 00:49:58.560
and they'll have to scroll in order to get to the scheduler will probably increase the

626
00:49:58.560 --> 00:50:02.800
likelihood they should actually watch it but the other thing is is that that set call yep so I'm

627
00:50:02.800 --> 00:50:10.960
gonna make this number seven set goes to then video yep to then close so your director of ops is

628
00:50:10.960 --> 00:50:15.840
gonna say awesome so I'm gonna set you up then but before you get on I'm gonna send you this

629
00:50:15.840 --> 00:50:20.000
video make sure you watch it and I'm just gonna say do that because the first question he's gonna

630
00:50:20.000 --> 00:50:24.080
ask you is did you watch the video so and if you have it he's just gonna say okay I'm gonna grab

631
00:50:24.080 --> 00:50:28.240
a coffee yeah you watch the video so you're gonna do it either way same also just do it now yeah

632
00:50:28.240 --> 00:50:32.560
and so and also for you when you hop in the call be like did you watch the video if they say no

633
00:50:32.560 --> 00:50:35.760
it's like great watch that and I'll be like and the reason we do that is because I already have a lot

634
00:50:35.760 --> 00:50:38.880
of facts and figures and things like that that I could describe with my words but it'll take

635
00:50:38.880 --> 00:50:42.880
us three times as long yeah as you just watching it and so then that'll give us good context rather

636
00:50:42.880 --> 00:50:46.640
than me just spewing stuff at you right which must be really okay fair enough yeah but you want me

637
00:50:46.640 --> 00:50:50.160
to just give you a lecture for ten minutes I don't want to either this has some graphs has some

638
00:50:50.160 --> 00:50:54.320
figures in it that makes it a little bit more in more digestible for you totally yeah that'll be

639
00:50:54.320 --> 00:50:58.960
the sales process there mm-hmm proposed call and you'll be like honestly if you do these things

640
00:50:58.960 --> 00:51:03.600
at this price point I think you'll be able to start closing like at that a lot yeah because if we

641
00:51:03.600 --> 00:51:06.800
if you were closing like 50 percent which I think you could if you're owner operator and you

642
00:51:06.800 --> 00:51:10.400
at this point after this kind of process right you'll you'll I mean I think you could close

643
00:51:10.400 --> 00:51:14.400
sometimes some people owner operator close like 80 percent yes calls so I'm a big believer in

644
00:51:14.400 --> 00:51:18.800
founders selling the product in the beginning and I think there's a number of reasons for that one

645
00:51:18.800 --> 00:51:21.920
as it keeps you close to the customer you can understand how the marketing is doing you can see

646
00:51:21.920 --> 00:51:26.160
who's coming in and that will give you a very rapid feedback loop in terms of what you need to

647
00:51:26.160 --> 00:51:30.000
adjust on the front end and how you can kind of get feedback on your offer and you're pricing and

648
00:51:30.000 --> 00:51:33.920
it takes out one very important variable which is that if you have a sales person's in there you might

649
00:51:33.920 --> 00:51:38.960
not know if they're doing a good job so you might be like ah they're not closing what's the problem

650
00:51:38.960 --> 00:51:42.960
and they might be like I don't know these leads suck but like is it a pricing issue is it a copy

651
00:51:42.960 --> 00:51:46.880
issue is it an avatar issue being closer to it you would be like oh no it's just these are the

652
00:51:46.880 --> 00:51:50.080
these are the right people that we're talking to and they're just shocked at the price so they're

653
00:51:50.080 --> 00:51:53.360
not shocked at the price but they're just not getting it and so each of those would kind of off-shoot

654
00:51:53.360 --> 00:51:58.000
into different types of solutions the big thing is though I like founder selling the beginning as well

655
00:51:58.000 --> 00:52:01.760
because when you're the founder you're the most convicted and so you will typically be able to

656
00:52:01.760 --> 00:52:07.040
outperform any salesperson and in the beginning when you have fewer resources you could use the

657
00:52:07.040 --> 00:52:11.280
extra conversion percentage and the decreased cost of not having a salesperson or paying the

658
00:52:11.280 --> 00:52:15.600
commission so think I can close twice as many sales and I don't have to pay the commissions for it

659
00:52:15.600 --> 00:52:19.200
it frees up cash flow so that we can make some of these big bets early on that are going to build

660
00:52:19.200 --> 00:52:23.840
the foundation of the business there's so few leads that are coming in that I think he should be

661
00:52:23.840 --> 00:52:28.320
taking these calls basically until he can't take these calls anymore and by the time he can't take

662
00:52:28.320 --> 00:52:31.840
these calls anymore he's already completely blown past his revenue level I'll have a whole

663
00:52:31.840 --> 00:52:36.000
bunch more revenue and cash flow to then solve the problem of him now having time and that's the game

664
00:52:36.000 --> 00:52:41.360
of business with that being said that would be like if you just did that it would be more than a 5x

665
00:52:41.360 --> 00:52:46.400
and sales because if you get to 30% close rate would mean that you'd make the same revenue

666
00:52:46.400 --> 00:52:51.840
right without your actual 30 thousand dollar package right but if you're at 50% you're making 40%

667
00:52:51.840 --> 00:52:57.360
more revenue and then you still have your back at right one last thing is that I understand why

668
00:52:57.360 --> 00:53:02.560
you're not spending that much money but you are spending too little money with the fixes that

669
00:53:02.560 --> 00:53:07.120
we're at now yeah it would be okay to keep the spend that you have but if I were selling a 30,000

670
00:53:07.120 --> 00:53:11.360
dollar thing you're barely so you're barely advertising enough to get enough volume for something

671
00:53:11.360 --> 00:53:17.280
of that ticket and so for me if I test stuff I usually test it two times cack per campaign yep so

672
00:53:17.280 --> 00:53:23.280
I started two times yeah two times allowable cack not correct yeah right exactly that's kind of my

673
00:53:23.280 --> 00:53:27.600
benchmark per campaign though so I might run multiple campaigns to figure out which ones working but

674
00:53:27.600 --> 00:53:30.720
for you your your funnel process was messed up and that's why this is that's why you're doing

675
00:53:31.280 --> 00:53:36.480
yeah so what I'm referencing here is that I budget two times the cash I collect from from a customer

676
00:53:36.480 --> 00:53:40.800
in 30 days when I'm testing new ads for example if I make a hundred dollars in profit from a customer

677
00:53:40.800 --> 00:53:44.400
in the first 30 days I will let an ad go to two hundred dollars and spend before shutting it off

678
00:53:44.400 --> 00:53:48.640
as long as I'm getting leads and the reason for that is usually because there's a certain amount

679
00:53:48.640 --> 00:53:53.520
of inefficiency in the beginning that you have to be willing to stomach to find the ads the copy

680
00:53:53.520 --> 00:53:57.120
the hooks the creative variations that are going to ultimately perform I have to be able to

681
00:53:57.120 --> 00:54:01.840
stomach bad ads that don't convert and make up for it in good ads that do convert and then be like

682
00:54:01.840 --> 00:54:06.000
okay so this is working not as visually as I want but it's working now let's double down on this

683
00:54:06.000 --> 00:54:09.760
and make 10 more variations that are more similar to this messaging yeah and once he finds the

684
00:54:09.760 --> 00:54:13.440
messaging that converts it's like by all means blow the doors off and you know spend as much as

685
00:54:13.440 --> 00:54:17.760
you can or at least as much as you can while being able to take all the sales costs that's it like

686
00:54:17.760 --> 00:54:22.160
this really takes the good things like this like you wanted to hit your triple I make no guarantees

687
00:54:22.160 --> 00:54:28.320
these are highly likely like shots okay that's very encouraging yeah no you've got it and I think

688
00:54:28.320 --> 00:54:31.920
this is the case because also think about all the calls you're not gonna have to take all the ones

689
00:54:31.920 --> 00:54:37.680
that are three calls and then don't close right right you're spending all your time on these wasted

690
00:54:37.680 --> 00:54:42.400
calls when you could be one call close in 5800 50 100 and so you see this as a one call close

691
00:54:42.400 --> 00:54:49.040
of 5800 like discovery for sure discovery for sure that's your problem yeah for sure here's

692
00:54:49.040 --> 00:54:53.120
a solution right here not even a question yeah got it that's like there you should be expecting one

693
00:54:53.120 --> 00:54:56.480
call and you should set that as the agenda you'll say you're you know the four things you have to say

694
00:54:56.480 --> 00:55:01.120
legally hey this is asked on from why in reverse is the you know by the way this calls recorded before

695
00:55:01.120 --> 00:55:05.600
we get going um just want to say you know how you doing today great uh let me set the agenda I'm

696
00:55:05.600 --> 00:55:08.960
going to go through the lead magazine that you just got I'm gonna understand some of the metrics

697
00:55:08.960 --> 00:55:13.760
about your about your bar and then at the end um if it's a good fit I can explain you um how

698
00:55:13.760 --> 00:55:16.880
we would be able to help you out sound good great and then we just go through I almost forgot because

699
00:55:16.880 --> 00:55:21.840
Michael wants me to do this oh yeah we can this could be this could be I mean it actually could

700
00:55:21.840 --> 00:55:27.520
be your triple could be right here um you could definitely two to three extra call outs uh in

701
00:55:27.520 --> 00:55:31.360
terms of CCRs with the ad call out I'll bet you your conversion rate do you know what your

702
00:55:31.360 --> 00:55:37.120
conversion on your on your landing pages right now wait last year it was like seven percent okay so

703
00:55:37.120 --> 00:55:41.440
so seven percent could probably go close to 30 percent which is my benchmark for a lead

704
00:55:42.400 --> 00:55:46.240
which would be like a nice little chill 4x here I think you're going from six percent close rate

705
00:55:46.960 --> 00:55:52.240
to like 30 to 50 percent is super reasonable given the fact that you were the one who's

706
00:55:52.240 --> 00:55:56.400
gonna be selling it and the price point is what it is and so I think in a real way you might even

707
00:55:56.400 --> 00:56:00.880
make more money just selling this than you're currently doing with none of the extra work and then

708
00:56:00.880 --> 00:56:06.880
all of this this right here is just gonna be gravy yeah so you're basically gonna be able to stack

709
00:56:06.960 --> 00:56:11.600
potentially probably a double of your current revenue from this source but then stack a hundred

710
00:56:11.600 --> 00:56:15.520
percent of your current revenue from this hey do you like this point love it it's a lot of what I

711
00:56:15.520 --> 00:56:21.920
want to do oh good and it's I've started kind of trying to figure out if this is something that makes

712
00:56:21.920 --> 00:56:26.800
sense for me to do mm-hmm and then obviously seeing it all on paper and coming from you giving

713
00:56:26.800 --> 00:56:30.320
the level of confidence to want to do it I would do it pretty much in this order you're gonna redo

714
00:56:30.320 --> 00:56:33.920
the funnel yep once the funnel is redone technically the lead made would happen at the same time

715
00:56:33.920 --> 00:56:38.400
as the funnel so one and three happen together yeah add call out you then run the ads this is

716
00:56:38.400 --> 00:56:41.920
basically your phone process so this happens up front four and six would happen together because

717
00:56:41.920 --> 00:56:46.480
this is sales process yep the decision happens after they buy this is also gonna happen again

718
00:56:46.480 --> 00:56:50.960
with sales process so basically one and three together two happens next four six seven happen

719
00:56:50.960 --> 00:56:55.120
third then you go back to your ads guys and say hey go spend more go find more keywords yeah

720
00:56:55.120 --> 00:57:07.200
there we go what are let me let me think it's all about the big you cool cool all right I was both

721
00:57:07.200 --> 00:57:13.280
very excited and very nervous to come into something like this to really put it all out there

722
00:57:13.280 --> 00:57:20.160
and be vulnerable not just in front of somebody who I haven't an immense amount of respect for but

723
00:57:20.160 --> 00:57:26.000
also people who are gonna watch this video you guys that was awesome getting through that right

724
00:57:26.000 --> 00:57:32.560
and I felt once it was actually done felt amazing right like it felt great to know that I have a path

725
00:57:32.560 --> 00:57:39.360
forward that I can really count on and while I know that no guarantees are there I do know that

726
00:57:39.360 --> 00:57:43.280
I feel a lot better and that's important so I really like Ben's business it's clearly the

727
00:57:43.280 --> 00:57:47.120
understands the the bar business well which is one of my big records it's like actually be good

728
00:57:47.120 --> 00:57:50.960
at the thing before trying to sell the thing I think if you make some of the changes they outlined

729
00:57:50.960 --> 00:57:55.520
it's very likely that the business does well and I like to be clear this is in no way a promise

730
00:57:55.520 --> 00:57:59.120
that you who's watching this is home if you do this in your business that you'll get the same

731
00:57:59.120 --> 00:58:03.760
results because his results are completely up to him and the effort that he takes in his background

732
00:58:03.760 --> 00:58:08.080
in his knowledge show your results may vary that being said if you enjoy this type of stuff these

733
00:58:08.080 --> 00:58:12.160
business breakdown these cash guys episode you'll definitely want to check out this one