You Don’t Have a Lead Problem. You Have a Traffic Problem | Ep 954

Welcome back to the game. In this episode, you're going to hear two conversations. The first is with a sexual health medical practice. They're currently doing 3.8 million and wants to get to 10 million in revenue. Here's what we broke down on this call number one. How to fix the traffic problem that was exposed when they added friction to the funnel which is one of our first pieces of advice. Second, we unpacked easiest and fastest ways to figure out which content attracts the buyers, not just viewers. So you can create the same content that produces the highest quality leads. Now the second company is a data consulting firm that does about 500,000 and wants to get to $1.2 million in revenue per year. Their biggest constraint was lead flow and pricing strategy. So we walk through number one, a new lead magnet and consensus strategy to track enterprise buyers all in LinkedIn. And then number two, how to pivot from hourly billing to charging based on ROI that the customer is getting so they can actually double revenue the business without adding any more customers. I hope this is super valuable for you. Enjoy. Hi, hi, Alex. My name is Dr. Antoine and so I'm a medical doctor with specialized in sexual health and currently we're at 3.8 would like to get to 10 million or more a year. And so what is stopping us is that we I use your AI and it says that we don't have a traffic problem because all my traffic come from YouTube. It's really more of acquisition problem. And so after talking to you a few months ago, we started putting in in our applications that we have a funnel that is an application with questions that qualify and disqualify and then through a calendar, which then scheduled with our sales change. So what happened was that we ended up getting a lot of disqualify disqualify applicant, which we then down sell supplements for an online coaching program. But that doesn't make as much money as our in office treatment, which is from 15,000 to 20,000 as well, which we really want to focus on. So the question is, are we doing something wrong in that application process? How can we get more qualified, high ticket applicant to the sales call? Okay, two things. So what we have to put in the past was that we have too many of the sales call that weren't qualified. Now we don't have enough and you know, how do we see you don't have enough. So you added friction and you got and you have disqualified people who are booking the percentage of qualified people go up when you added friction or down. Oh no, go down the percentage went down. So you got more unqualified people by adding friction to your process. Yes, that makes no sense. Yeah, well, we just put in filters that's like, and you notice it's not insurance covered, you know, this is the price and they could know what, you know, we know that they don't want to move forward. So that would disqualify it. That was only true. The qualifiers we had. So that's it. So, but those people got disqualified. So you didn't have to talk to them. So they get disqualified. They don't get to the they don't get they don't see the calendar, which gets that's good. Right. That means the percentage of qualified on the calendar went up, right. Well, you know, compare no, not necessarily how hold on. What are we talking about here? No, listen to me. Listen to me. How is that possible? If you say there's a hundred people, half of them are disqualified, they hit the disqualified button, then half of them that come through are not disqualified anywhere. That means the percentage goes up. I want to make sure we're talking about reality here. Like are we on the same page? Percentage went up. Not absolute percentage. Yes. I want to help. You're just making my job. So percentage went up. Correct. Yeah. Okay. Percentage went up. So are we saying that the absolute amount went down? Yeah. Great. Now of the people that did show up to the call, were they more qualified than before? Well, you know, our close rate will better. Okay. So the quality went up. Yeah. Okay. So the reason I'm orienting you is so that we can actually solve the input output problem. So you had too much flow. We added friction that increased the quality of the throughput, but then it decreased the amount, which means mission accomplished. The next thing we have to do is drive more in the front end so that we can have a higher absolute amount of throughput that's all quality. Right? Yeah. Okay. Two options. You can do them both. Option number one is that the type of content that you're making needs to cater better cater to the avatar that you're looking for. So how do I know that? How do I find that out? Well, one, the easiest, easiest thing you can do right now is email all of your existing customers and give them some sort of prize, some sort of give something to get them to respond and say, hey, what piece of content you come in on or what type of content if that's easier? And you can have probably four or five buckets of content you currently make and they will tell you which one it was on the sales code. You can also add a question what type or what video got you here? Because that'll start orienting what type of thing. Now, you're also in person. So like when I ask people who shop at a workshop here in person, I say, hey, what type of content do you like? If I say, hey, do you like a brutally honest video that's about mindset things like that? There's a certain percentage that are there. But if I say, hey, do you like the cash guys video where I do a breakdown of the businesses, the entire room's hands raised and that's a room where the average person is doing $4 million a year. Those videos do less views than me talking about general mindset stuff because it's just a smaller audience. I know what you're talking about. Yeah. So number one email the list. Yes, to figure out what type of content translates to quality, not quantity. Okay. Okay. That's thing one and then thing two in your YouTube mostly used to YouTube. Correct. Yes. Okay. Got it. How big is the following you have on YouTube? 150,000. Okay. It's probably big enough. Have you run meta ads before? We did. We ran my ads and the applicants were qualified so we kind of stopped doing that. We're trying to do YouTube retargeting ads to the people that watch my video. I think we got shut down by Google in three days because it was because it was sex related, right? Yeah. Yeah. So I think that if you audit your page to make sure that it's compliant and trying to relaunch it, that's probably a good idea. The retargeting is going to be kind of the low hanging fruit because these are people who already clicked over there. And so that's just going to nudge them along the funnel. But the real unlock for you is going to be paid ads on either meta or YouTube or both. I think that meta will be easier for you to crack even though you have a YouTube audience because those people also have Instagram and Facebook accounts. And I'm going to bet that when you ran the meta ads before was that before you did this process of adding friction. Yeah. Right. So it makes sense. So you ran you ran basically open targeting to something that had no had no funnel for friction. We now have fixed the sales process. So we fixed that problem. Now we have to fix the traffic problem. So we're going to increase the quality of the traffic with the type of content you're making and we need to increase the quantity of traffic by soliciting the audience more times and more places by running ads on meta and YouTube. And running them throughout now better converting process by percentage. Okay. So you feel that meta is appropriate. Yeah. 100% people who are there. Well, I think it'll be easier. And I would say is easier for people to crack when they're starting. Okay. Got it. Yeah. And then run them through the same funnel. Try it. And let me tell you the type of content that you should use. So do you make shorts? Uh-huh. Okay. Find the shorts that are save worthy rather than share worthy. All right. So the type of things that are like lists of of processes and steps, stuff where you really teach stuff that did medium well. Those are typically going to be the ones that have the highest purchase intent. Do you have an Instagram? Yes, we do. Do you make do you post your reels there? It's really we purpose. Yeah, that's fine. That's fine. That's fine. I want you to look at the last year. Look at the one that has the highest saves to likes percentage. So the most saves. And run the top 10% of those as ads on meta and then direct them down the funnel that we just fixed. And if you want, do people fly in for your services or now? Uh-huh. Okay. Then fine. You can run it national. Yeah, they come from all over. Great. Then yeah, you can run it as a national play. Yeah. Run as a national play. Okay. Great. Yeah. Yeah, we fixed one problem. Now we have the next one. Yeah, perfect. You got this. Thank you so much. You bet. All right. I'll talk soon. Good luck. I'll see you on the inside of the group. All right. All right. Let's roll rock hard pun intended. We had to get we had to get there. We had to get there. All right. Call it. What's your revenue? This is reads. Am I up? Reads. You're up. Man. Give me the rev. The rev. The prop and the business. All right. We are a data consulting company that's all services. We do about 500K. I'd like to get the 1.2 million. Okay. Our biggest issue is leads leads and leads and then making them, you know, see the message and reflected a business problem that they recognize. How are you getting leads right now? It's been 99% referral till about. It's still 99% referral, but I have now turned on. I'm doing content on LinkedIn. I'm doing LinkedIn ads. I'm doing a cold evening. know that I'm trying to start, it's not started, but I'm trying to use that as well. So right now for the last 12 years, I've run my company off referrals. Yeah, I haven't really sold anything. So my question is, is really around the best way to generate leads from a tech source that the message is really hard. I mean, selling data services, no one thinks they need it. Everyone thinks they need AI now. Luckily, I think a couple webinars ago, you had said, somebody asked you a question about it. Yeah, you said you need a good data infrastructure. And I was, yes, you were like, can I clip that and we're like, no, yes. Okay. So what size companies are you are you selling? I'm trying to do mid mid tier around 500 people. I works for it's all enterprise. So it's all enterprise enterprise, but it's so hard. It's so hard to actually make a difference. There's so much overhead and trouble. Okay, got it. So functionally, what is the, what is the dollars and cents output of what you do? Like I pay you money, what money do I get back? And how do I make it back? Some of the stuff like we can help you as cloud or do your cloud cost so you can reduce cost. That can be pretty great. But I mean, it can be from, I don't know, 10,000 to 100, a couple hundred thousand. Okay. I mean, how do you charge your systems around would save again? How do you charge hourly? hourly? consultants. Oh, oh, oh, oh, dear, me. My God. Let's just get you to 1.2 million and get you no more customers and just change how you bill. How about that? Okay. So, okay. So a couple things. So number one, I think you making content on LinkedIn is a good idea. I think that you should, you should talk like data. No one cares about. I mean, yes, people care about it. But no one's like waking up in the morning, being like, Oh, give me my data. I mean, I'm that way, but you know, I'm an oddball. What we want to talk about is the benefit of data. Right? We don't want to talk about the plane flight. We want to talk with the vacation. We talk about Maui, not how we're going to get through the TSA, checking our bags, taking our shoes off. That's the data. What the data gets is that we got to talk about. So your content needs to be taught like what you should be doing in your consciousness, the demonstration of what occurs as a result of your services. And that's where a lot of the content is around ROI. Uh-huh. So I'm trying to drive that because for the longest time, I targeted tech people, the tech people never have buying power. So it was always impossible to go. So now I'm trying to talk at a higher level of the turn on investment. Because so many people will do so much tech stuff that just doesn't Yeah, doesn't provide any value to the business because they don't think they have to detect side. That's why I'm trying to not talk to those guys. Yeah. So ROI content number one, I think that you should have CTAs in the content that generate increase that should get people to like, do you give away widget or an assessment of any kind? On the website, I'm trying to do a data ROI meeting so I can kind of give you that kind of information. Let me give you a really sexy thing. Uh, I want you to give away five. Oh, yeah. No, this is going to be sexy. I want you to give five one on one calls away for free as the offer. Okay. Now there's an asterisk there that it's only for companies that meet your criteria. Okay. And you probably have to take those calls anyways for a qualified lead. But the fact that the thing is is like for you to have a very high value lead magnet, I think so many of these are going to be so specific to the tech stack they're using and all the other nonsense that we have to come up with something that people can appreciate is valuable. And so we say, Hey, I'm going to give away five one on one calls. Everyone understands that five hours or five 30 minute sessions is a is value. Like even even at the most basic manual labor level, there's value there that someone can get. And so I think the CTA of that will be a great way because then it'll give you five conversations. You can tie in multiple stakeholders and you can actually look at an enterprise style sale. And it all works. All you have to do is set the frame at the beginning of this. It's like, Hey, to be clear, are you good with me? Well, as we walk through these five calls at the end of the fifth call, I'll explain kind of how what working with us might look like. In the meantime, I want to just provide a lot of value. They're going to say, Yes, it's great. And that sets up the conversation so that you can't break their beliefs around it. The big step here is that we want to we want to take those calls to talk about what is going to happen, not how to do what is going to happen. Do you get the difference? Yes, yes, right. Exactly. We're going to describe it, not explain it. And that's how you reset beliefs. That's how you get people to excited about what's going to happen. As soon as you get into like, we're going to click here. They're gone. They don't give a shit. Right. So number one, I've got that with my links and ads. Yeah. So number one, ROI content, CTA is 5101 calls, asterisk only for people who qualify. The second thing is that I think your offer needs to be around the ROI and you need to use something called a calculator close. So calculator close basically says, Here's all the things that you're currently doing, which you can do at the end of the 5101's and say, based on the whole assessment that I have, here's all the areas that you're losing money or that you could have efficiency. This is what I expect you to make. You add it all together and say it's, you know, $200,000 is the savings slash improvements in efficiency and effectiveness, whatever. Right. So $200,000, the max that you can charge when you make any kind of result based service is 30%. And so if you say, Hey, I'm going to save you 200 grand. I charge 30% of what I save. So it's 60. But that we are charging for outcomes, not ours. Okay. And that'll break it. And that's what's going to allow you to really, I mean, that alone my triple or quadrupling rate come independent of the ROI stuff. Those are the two next steps that I would do. Okay. Thank you. You bet. Thank you, bet. Congratulations on the business. It's been very, very, very helpful. I really appreciate it. Thank you. You bet. Thank you for being part of the group.