Episode Transcript
Speaker 0 00:00:00 Right. He told me what was important. So I have told him what he needs to know in order to make an informed decision that I'm the right person to help him solve the problem. There's a whole bunch of other stuff that he's going to get and that we are going to do as well. But I don't need to talk about that in the conversation because he didn't ask and I don't wanna confuse him.
Speaker 1 00:00:19 If you have a vision for the agency you want to build, then we want to help you build it. Welcome to the agency. Our podcast brought to you by agency Mavericks.
Speaker 0 00:00:28 Good morning. Good evening. Crispy butter. Hey buddy. How are you? We're giving away one small piece of the godfather method for free. That's right. We'm gonna teach, uh, a framework. Pete has no idea what I'm gonna do in, in this episode, by the way, he's a little scared. I think also dark <laugh> he's in the dark. That's where we like you mate, a framework that allows you to create up to 1,320 customized offers on the fly based on the individual prospect sitting opposite and what they have told you. That's right. Um, and Robin makes a good point. They won't see our head bobbing up and down to the music on the podcast because it's just an audio podcast. So you'll have to tune in to the group to watch the video. This is straight outta the godfather method. And just for those that dunno, we are in the middle of a launch of the godfather method, which is our latest training, which is going to help you create offers that your prospects can't refuse.
Speaker 0 00:01:25 Now, this is Pete actually mentioned something in our private slack, um, this morning to the other coaches and, and he's right, this is not just a sales tactic. All right. And I I'll just give you a little bit of context, KA, who produces all of our wonderful playbooks here, which you're about to see in a moment when I originally kind of did the brain dump to KA about what the godfather method is all about and how to use it and all that kind of stuff. She went through it and put this playbook together and came back and said, I feel like this has been the missing piece in my signature system. Like I've got this signature system, but I haven't really been able to communicate it to prospects and, and clients, you know what it is we do. And even the team what it is we do.
Speaker 0 00:02:10 And so, uh, Pete said here in the, uh, our, our, uh, slack channel this morning, here's the promise. Here's the premise. Ooh, here's the premise. It's not a sales technique per se. It's more of a way to take your signature system to the next level, by offering things that no competitor would ever think to offer. It makes it so that you are unique and literally don't have any competitors selling in a vacuum as they say. And so that your offer is so good. They can't refuse now big inspiration from Alex to Moi's book, a hundred million dollar offer and big shout out to what I've learned there from Alex. And this is an appropriation of some of that thinking, uh, and how you get away from talking about websites, SEO, and care plans, because all that's all, all those things are commodities. As we know, and they are erased to the bottom.
Speaker 0 00:02:58 The only if you're selling websites and SEO care plans, the only thing you've gotta compete on is price. And that's a conversation that we have all had and a conversation that we don't wanna have again, because it's a very boring conversation because you just end up discounting to get the job, right. So what I wanna do with the godfather method, what we wanna do here is help you communicate what it is you do in a way that the client can't negotiate on price, because they can't get this anywhere else, except from you. Do you think we should share a screen and maybe go through the
Speaker 2 00:03:30 Work I'd love? I, I have not. Um, I've not seen this playbook yet.
Speaker 0 00:03:35 Okay. All right. Well, let's, uh, let's go through it and, and, and let me also give you a little bit of context. This typically fits at the, there, there are two places where the godfather method fits in your sales process or your marketing and sales process one, right at the very beginning to get people, to put their hand up and express interest in what you're doing. Now, you might notice no one else is selling a program called the godfather method, right? So you can't get it anywhere else. You can't get this anywhere else. You can only get it from agency Mavericks because we made it up. So at the very start of your marketing, uh, system or process or engine or whatever you wanna call it is where you would use a piece of the godfather method to get people, to put their hand up and express interest in what you're doing.
Speaker 0 00:04:22 And then right at the end of your sales process, you would in fact, I think, I think there's another worksheet I have to show you before I show you the godfather method. It's just occurred to me. What I'm gonna do is I'm going to walk you through. I'm gonna show you a flow chart, very pretty flow chart of our sales process that we recommend. So I'm going to share my screen and I'm going to share this one first. Here's the sales process that we recommend and that we use ourselves, and it all begins with somebody expressing in, oh, hello. It all begins in somebody express hand off the mouths. It all begins in somebody expressing interest in what it is you do, right. <laugh> I've been around the godfather here in New York. Uh, tell me how, let me know on the chat, Pete, you let me know, how would somebody express interest in what it is you are doing? What are the different ways that someone would express interest in what it is you've got going on,
Speaker 2 00:05:27 Uh, through answering, um, some call to action on your website, through, uh, reaching out to you on Facebook or, or through a Facebook ad or Google ad? Um, any, you know, they might, sometimes they just pick up the phone and, and how much is the website, um, and, uh, or send an email or get referred to you? Um, there's a million different ways really? Yeah. Or maybe not a million, but there's a
Speaker 0 00:05:53 Couple, well, actually we published a blog post, uh, uh, a little while ago, a few years ago on the, uh, the website. And I think it was called 27 places to find clients. We poll our audience and we actually discovered that there are 20 well in, in our audience, there were 27 different channels that people had used to land clients, including Tinder, true story. One of our, one of our, uh, one of our audience members went out on a date with someone and it didn't work out, but she ended up building him a website. Um, yes, Belinda Linhart says the good old phone responding to an email campaign says Robert LAN. Yes. Um, there are many, many, many ways that you can get someone to put their hand up. I even say that, uh, here's a little hack for you ready for a little hack ready for a little hack.
Speaker 0 00:06:44 Oh, look, I think I need to, I think I need to, uh, share a different screen. Okay. We're going deep here. We're going deep. We are going deep. We are also off script <laugh> we are totally off script and which is the way I love it. As you know, and we are going deep. You know what? Here we go. I'm gonna share this screen here. Let me show you a little hack to find a bunch of people who might be interested in what it is you do really quickly. And let me share this screen. Let me go over here and I'll dive into LinkedIn. Here we go. Um, now in LinkedIn, if you know someone in your space who is a bit of an influencer, let's say for example, that I was going after accountants, I might come up to LinkedIn and I might search for CPA Australia.
Speaker 0 00:07:35 Here we go. Certified practicing accountants, Australia. It's probably the largest industry body, uh, in, uh, Australia for accountants. And I might come over here to companies and I find CPA Australia. You've got 116,000 followers, right? It's a pretty good target audience. So I'm gonna come over to their page here. What I'm looking for is, uh, they've got 1,346 employees, oh, might be a good place to start building relationships there. Uh, looks like they're putting out a podcast. What I'm looking for is their posts. The activity that CPA Australia have published recently, look at this 23 hours ago, they published this, which has had 254 engagements and six comments right now. The engagements tells me who has engaged on that post. Unbelievable look at this registered bass agent with the tax practitioners, board and associate member of C P Australia, assistant accountant at Roberts lonely and associates, prospect finance business, partnering at life without barriers, prospect, associate director, finance strategy and performance at KPMG Australia.
Speaker 0 00:08:51 They're probably too big. So we'll leave them alone. Manager. Atle partners, accountants prospect. He <laugh> don't tell me I have this conversation all the time. People like I need leads. Really. You just ain't thinking creatively enough. This is now these people have all liked or clapped or loved or done thoughtful face or idea on this post from CPA. These are potentially ideal candidates and there's 254 of them. So I would suggest now there's a couple of little things you can do. In fact, the people who left the comment, um, are the most engaged, right? Uh, but there are some tools that you can use to actually just grab these leads and stick them into a LinkedIn pipeline or an email pipeline, and just start reaching out and connecting with them. But the first thing you might wanna do is just come in and check out their profile, visit their profile. They will get a notification that you visited their profile, which is just like a billboard. It's like branding. They see your name in your face and then connect with them and they see your name in your face and then email them and they see your name in your face. Right? So just wanna share that little hack with you, go and find an influencer in your space. How easy was that? That took me about 13 seconds to find 254 potential prospects that we can start a conversation with. Lovely.
Speaker 2 00:10:07 I noticed you were, uh, one degree away from several of them too, so that that's even a easier introduction. That's a referral.
Speaker 0 00:10:15 That's a referral. Exactly. Yeah. So let's pretend that you know how to get someone to express interest in what it is you are talking about. And I'll give you a hint, publish some useful content on the internet because all of the computers in the world and most of the smartphones in the world are all connected to each other. It's really easy to get your content into the hands of people who might be interested. And I dunno why I'm talking as if I'm drunk.
Speaker 2 00:10:43 Sure. Isn't that voice, but
Speaker 0 00:10:44 Yes, fine. Isn't it. It's good to talk as if you're a little bit on the tipple, think it's a lot of fun. And so, um, I do this character with Oscar called Jason and Jason's been drinking too much gin. So sometimes when I read Oscar books at night, he'll say, can you read it like Jason? And I say, of course I can. And I'll read him a book like Jason, and we have a bit of a chuckle together. Uh, there's a bunch of other characters I do, which I won't share with you here. So let's say someone has expressed interest in what it is you're doing, right? No helmet. I'm talking about, uh, finding an influencer in your space and seeing what they've posted and having a look at the people who have engaged on their post. Right. Um, if you were targeting entrepreneurs, for example, you'd just go and look at Gary V wouldn't you, and you'd have a look at all the people that have commented on his post, and then you would try and sell them something.
Speaker 0 00:11:40 Wouldn't you, even though they have no money, right? Cause they're following Gary V uh, if you were, you know, looking to sell in Australia, if you were looking to sell to plumbers or builders might go to master builders who are a peak body organization that represent a large audience that you want to target. Okay. Makes sense. Good. Now, once someone has expressed interest, uh, I'm not gonna walk through all of this now, but, but what I'm gonna say here is that the godfather method can be used here. The godfather method can be used right here, uh, because you can just give someone a bread crumb from the godfather method. They go, oh, that's interesting. Very interesting. Right? You never try and solve EV never try and solve the entire problem when you post a content, just solve one problem. When you post content and remember that your content should not only solve one problem, but probably create more questions than it answers, right?
Speaker 0 00:12:40 That's the way that you just gradually get people to come closer and closer to you. Because I, if you posted a piece of content, I mean, you can't post a piece of content that solves all questions anyway, right? I mean, it's impossible. You can, even if you produced an enormous guide on how to do something, like for example, an enormous guide on email marketing, you could produce like a 500 page epic guide on email marketing. That would be really helpful. However, it wouldn't include how to get people to join your email list in the first place, or how to use SEO, to get people, to come to your website and opt in because that's a co a completely different conversation or how to run ads to build your email list, or how to take your email list and feed into a remarketing campaign in Facebook.
Speaker 0 00:13:25 That's a different conversation, but it might be an amazing guide on what to do the moment someone joined your email list to get them to become a client. And that could be an epic guide, but it only solves one problem. Doesn't it, there are a whole bunch of other questions still unanswered. Okay. So just remember that, uh, so the godfather method can be used here to produce one little piece of content to help them solve a problem. Be helpful, add value, right? Gary V got that bit, right? Right. Jab, jab, jab, jab, jab, jab hook, right? Value, value, value, value, offer value, value, value, value, ask value, value, value, value pitch. Right? Um, and then what we do in our, in our sales processes, and this is the exact same process we teach in sales, accelerator and Mavericks club, uh, is that we pre-qualify them.
Speaker 0 00:14:13 Then we book them in for a triage call. If they pass the triage call, we give them some homework <laugh> then <laugh>, I will, James. Don't worry. I won't hold back. After, uh, that they go into a strategy call. They either buy it on the strategy call. If not, they go into an anti follow up campaign. Uh, they can be qualified out at any point here. If they're not a good fit, uh, here it's either not now, or we win the deal. Right? So this is the sales process that we advocate and that we use ourselves. Okay. Any questions about, I see
Speaker 2 00:14:45 Three places where you would use the, a, the godfather method
Speaker 0 00:14:48 There. Ooh, I know the other part I know. Or actually let's, let's ask, let's ask the audience, shall we let's see if there a way I think I know, I think I know where you, uh, are also hinting at where the godfather method could be used. Where else could the godfather method be used? If we're gonna use it here, we're definitely gonna use it in the expression expression of interest or Jason's back. We're gonna definitely use during the expression of interest bit. And we are definitely going to use it on the strategy call. I actually think there are four places you can use it. Yes. You can use the strategy call. Right? Where else could you use the godfather method? Where else could you use the godfather method? Martin says we've all experienced this process and it works. That's right, Martin, by the way. Congratulations. Didn't I hear you just joined sales accelerator Martin. Is that right? Mm-hmm <affirmative> didn't I hear that you just joined sales accelerator this morning. Um, very excited for you if you did. Cause it's a fantastic program and this is what you're gonna learn. Anonymous
Speaker 2 00:15:46 Facebook user with a, with a very good answer
Speaker 0 00:15:55 Now. Yes. So you would definitely use the godfather method in the anti up sequence after the strategy call, before they actually close. Right. But I actually think there's one more place you can use it.
Speaker 0 00:16:10 I'll put you out of your misery. You can use it as part of the homework that you give them between the triage call and the strategy call. And really that homework should be, we've got examples of this that we give our members, the homework should be designed to educate and confuse them at the same time. It's basically the traditional education model that we've got here in the developed world. When you start and you're about five years old and you finish when you're 18 and the entire time you're learning things and just becoming more and more confused at the same time, it's a brilliant system. Their retention rate is pretty high, pretty low churn in the traditional education system. So this is what we, I crack myself up. This is what we're advocating here as well. Right? So the homework, well, you could use it in all the steps Robert, you could, but I, but strategically I think you can definitely use it in the expression of interest, uh, the homework, the strategy call to close them and then anti follow up. Yes. All right. Very good. So I'm gonna stop sharing that screen. And now I'm gonna come back to the actual, how do you piece the godfather method together into a conversation, a few sentences that you can use to have a conversation and how can you do this in a way that gives you 1300? This is genius by the way, 1,320 different ways of basically saying the same thing, right? Let me show you, let me share my screen.
Speaker 2 00:17:37 You would wanna do that.
Speaker 0 00:17:39 Well, it all depends on the person sitting on the other side of the conversation, right? Let me show you, I'm going to share, uh, the playbook straight out of the godfather method here. Okay. It's very exciting. Look at this. Look at this. It's fantastic. Isn't it? This is the framework for the pitch. Okay. I'm gonna walk you through it and I'm going to educate you and we're gonna get some answers and I'm also gonna try and confuse the hell out of you. So you joined the godfather method to get the rest of the answers. That's how it works. And Jason will be inside the godfather method too. And you'll be hanging out with all of you.
Speaker 2 00:18:16 This is my first introduction to Jason. I'm I'm a little scared.
Speaker 0 00:18:20 Jason's good. I can't wait to bring Jason out to the states. He's gonna love it out there. Right? So we help target audience. Now, first of all, this is usually used during a strategy call, right? It's usually used during the strategy call to close them. The first bit here is called your, oh, here we go. The first bit here is called your UVP this bit. Here is your unique value proposition. The reason people should buy from you. Okay. I'm gonna show you an example of this in a moment. Of course I am. I wouldn't leave you with a bunch of blank spaces and like, ha like we're playing hangman. Oh, that's right, Jason. Oh, I really like Jason so much. He's such a good friend. I love hanging out with Jason. Um, this is your I'm having, I'm having flashbacks
Speaker 2 00:19:11 Way too much fun right now.
Speaker 0 00:19:13 <laugh> I'm having flashbacks to Silence's golden, right? There were many times during Silence's golden where I actually lost the pot so much. I had to leave the set. Um, okay. So this is your unique value proposition, right? Uh, we help and I'm gonna show you an example of this in a moment we help target audience trapped in problem. Now here's a thing. This is a framework. Try not to say it word for word. Otherwise you end up sounding a bit weird. Yeah. Sound like a bit robot. Right? We helped target audience with problem, right? Trapped in whatever problem. I'll show you an example of this in a moment two, and these are your three pillars of transformation. These are the three big things that you help clients with, right? Could be rankings, traffic conversions, for example, right? We help target audience with problem to achieve pillars of transformation using our blah.
Speaker 0 00:20:11 Right now, again, this is a, this is a conversation framework. Don't say it word for word. Let me show you an example of this. We help time poor dentists. I would never say that because you sound like it's scripted. We help time, poor dentists trapped on the treadmill of their practice, grow their revenue, increase profits and rescue at least one day per week using our dental practice playbook. I would never say that in real life, because you sound like a moron. What I would say though, is something like this, right? Uh, I would say something like, well, you know, typically we help dentists who are a little bit time poor, cuz they're usually kind of stuck on the treadmill of their own practice. We help them grow their revenue, become more profitable and usually get a day a week back in their life. Uh, and we do that using a proprietary framework we've built and we call it the dental practice playbook much more conversational, much more dialogical. As I like to say, sure, that's a word I hope it is. And I'm, and it's dialogical meaning we're having a dialogue. And so that is your U EVP, right? You now the, the point is fill in the blanks, but say it over and over and over and over and over again and practice and practice and practice until it just, you can say it organically and authentically without sounding like someone who is a little bit buttoned up. You wanna make it sound a little bit relaxed. Okay.
Speaker 2 00:21:36 Not as, not as relaxed as Jason, maybe, but
Speaker 0 00:21:38 Not as relaxed Jason, but maybe who knows. Jason's fun. So, um, now that's your UVP. So, so typically what happens is you get to the end of a sales call and someone's like, well, this is all great. How can you help me? And what do you do? And you say, well, we help dentists. Like you sounds like you're pretty time poor. And uh, we helped in just like you, who, who kind of feel like you're a bit stuck on the treadmill in your own practice. We help you grow your revenue, uh, increase your profit margins on the services that you're delivering. And typically speaking, uh, most of our dentists end up with a day, a week in free time, uh, because of what we help them, um, restructure in their practice. And we do that with a proprietary framework that we've built called. We call it the dental practice, playbook version 4.4. Does that sound interesting? And they go, that's great. Can you tell me more about that? How does it work? And that's the whole point of your UVP. I'll get serious here for a moment. The whole point of your UVP is you want people at the end of your UVP, you want people to say, oh, that's interesting. How does it work now? Let's practice that again. Shall we? We build websites for dentists.
Speaker 2 00:22:49 Yeah. <laugh>
Speaker 0 00:22:52 A dentist is not going to say no. Well, that's interesting. How does it work? They're not gonna say that because everyone knows what that looks like. You build website.
Speaker 2 00:23:00 No, the first question they're gonna ask is how much does it cost
Speaker 0 00:23:03 Much? Does it cost? Exactly.
Speaker 2 00:23:05 Cause it's a price. It's a price thing now.
Speaker 0 00:23:07 Yes, correct. That's right now that's the point of the UVP, right? The point of the UVP is to have people say, oh, that sounds interesting. How does it work? How do you do that? Not how much does it cost, right? Then we say something like this. Well, I'm glad you asked everything we do is customized for each client based on what it is they need. But for you, it's typically gonna be three steps based on what you've told me to get you what they desire. Let's have a look at an example. Shall we? Everything we do is customize for each dentist based on what they've told and, and based on what you've told me for you, this is gonna be three steps to get you more revenue, more profitable services, and more time. Let me just give you a bit of context. A lot of dentists don't necessarily wanna grow revenue.
Speaker 0 00:23:58 They wanna grow profitable revenue. So they wanna grow cosmetic dentists, major dental, work, Invisalign, all that kind of stuff. That's high profit margin. So just saying, well, help you grow revenue for a lot of dentist is like, no, I don't want more revenue. I want more profit margin. More revenue means I have to work an extra half a day a week. And I'm already working eight days a week say, alright, there's no more time. So this would be, you know, you basically, you basically fill this in based on what they have told you. Okay, now I'll come back to this in a second. We'll answer some questions. Um, that's right. Dentists are down in the mouth and they wanna get out of the mouth. So we help you grow your revenue, more profit margin in that revenue and free up a day a week for you.
Speaker 0 00:24:40 Okay. And so for you, we would, and this is, this is where things get a little interesting, right? For you right now that we understand now that we now, so we've said everything we do is customize for each client based on where they are. And based on what you've told me, I think it's gonna be three steps to get you, to grow your revenue, make that revenue more profitable and free up a day a week for you mind. Do you want me to walk you through those three steps? And they're like, yes, of course I do. You idiot. I'm not here just to hang out, please tell me how you can solve my problem. And you go great for you. We would insert pillar of transformation or stepping stone. So that benefit, desire or problem. Right. <affirmative> right. And we just do that three times.
Speaker 0 00:25:22 Okay. Because they're the three steps. And let me give you an example again, and then we're gonna break this down and I'll tell you why there are 1,320 different ways you can slice this egg. Uh, here we go. We're going to get more traffic. Now this is, I'm gonna base this on an assumption that the dentist has come to me and said, we've got a website and nobody calls us off the website. Nobody says, I've just visited your website. And I want make an appointment that never happens ever. So why have we got this website? Right. Okay. Well, what we are gonna do is we're gonna get more eyeballs to that website so we can get your phone ringing because that's what they've told us this bit here is what they've told us. They want. This is something that we already do. Okay. This is something that we already do.
Speaker 0 00:26:09 We already drive traffic to dental websites, and this is what they told us they want. So how would we do this? Well, we already know how to get traffic to the website. We just set this up with one of those fancy phone numbers. You can track through Google analytics, right? Or one of those other platforms. And then we go, Hey, you've got two phones in the practice. Now, every time that one rings, you know, it's because of us. Okay. So that's the first thing we're gonna do is get more traffic to your website so we can get that phone ringing. The second thing we're gonna do is reduce your cost per patient, cuz it's way too high at the moment so that you have more money left over as profit. Now I probably wouldn't say that. I would say, you know, we're gonna reduce your cost per patient so you can increase your profit margin.
Speaker 0 00:26:52 Now you might say to me, well, how do we reduce their cost per patient? Well, I'm basing this again on an assumption that I've had a conversation with this dentist who has told me that they have an email database of 3,500 people and they've never emailed them. And by the way, they have no five star reviews on Google. Awesome. Easy. We're gonna get you a BU I'm not gonna tell them this, but what you and I talk about in the background, say, let's get this, let's get this dentist to put 'em in a review funnel. Let's get some re-engagement campaigns running through email and get a whole bunch of people in their email database to either give us a, uh, uh, a review or come back in for a hygiene plan, right? Existing people we know coming back for more work reduces our cost per patient. Yes. Cost per patient acquisition acquisition. Yes. Right? Instead of going and chasing new people, let's get more revenue from the people we already know because that's gonna be more profitable. So more revenue, same marketing spend. Now I'm also basing this on an assumption that I work for an agency who already knows how to do this for dentists. Okay.
Speaker 0 00:27:55 Um, now, uh, <laugh> oh, don't tempt me. Don't tempt me, James. Um, now, uh, now the other thing we're gonna do, the third thing we're gonna do is we're gonna sell more non-doctor services so that we can free up more of your time. This is the magic trick that we do as a dental agency is you've told me based on what you've told me, that 4% of your current, uh, patients are on a dental hygiene plan. And you've also said that that should be at about 15% based on what some of your dental colleagues have told you. So we are gonna set up some dedicated campaigns to increase your hygiene plan revenue, cuz guess what? Dentists don't do. Hygiene plans, who does a hygiene plan assistants? That's right. The dental nurses do the hygiene plans. So the dentist can still be making revenue and the dentist doesn't need to be in the mouth.
Speaker 0 00:28:52 And that's how we're gonna free up the dentist's time because that's what the dentist told us. He wanted to free up more of his time. And we're going to do that by increasing the revenue coming in from hygiene plans. Okay. And then the dental nurses can do the hygiene plans and the dentist can go and play golf one day a week with his buddies sound good. Now I'm gonna come back in a moment and talk about how we get 1,320 different combinations here. But here's the other thing. The, this is the crux of the godfather method, right? The best thing is, if we don't get you more clients, we'll give you your money back.
Speaker 0 00:29:31 Now you need to know that you can get results for your clients. This is just one example of a guarantee, right? There are many other examples that we teach in the godfather method. This is just one example, but you need to be absolutely certain that you can get results for your clients. So let me just roll through this as if we're having a conversation. Okay. Uh, well I'm glad you asked, uh, we typically help dentists who, uh, time poor feel like they're a little bit trapped on the treadmill of their own practice. We help them grow their revenue, make that revenue more profitable. And typically speaking, we help free up about a day a week for the dentist. So you can focus on growing the practice or just take Fridays off and play golf with your buddies. Does that make sense? Great. So, uh, how does it work?
Speaker 0 00:30:17 I'm glad you asked everything we do is customize for each dentist and for you, this is gonna be three steps, really to grow that revenue, make it more profitable and free up your time. So based on what you've told me, the first thing that we would do is get more traffic to that website so we can get the phone ringing. Any questions about that? All good. Okay. Well, the second thing we would do is reduce your cost per patient acquisition, reduce how much it's costing you to acquire a patient so that the revenue that you're making is more profitable. So more revenue, same marketing spend, or even reduce your marketing spend for more revenue. That's how we're gonna get more profit there. And the third thing we're gonna do is actually get you, uh, more non-doctor services. So increase the percentage of your overall revenue that's coming from non-doctor services.
Speaker 0 00:30:58 Like those hygiene plans that you mentioned, and that's gonna help you free up your time. And we'll put a metric on there that we free up a day a week for you. Whether or not you choose to work that day is up to you. But our metric is we're gonna free up a day a week. The best thing is, uh, that if we don't hit these metrics, by the time that we put it in, in the roadmap, we'll give you your money back or you will just keep working with you for free until we hit those numbers.
Speaker 0 00:31:22 Okay. Makes sense. Now I didn't mention website. I mentioned once we're gonna get more traffic to website. I didn't mention SEO. I didn't mention care plans. I didn't mention any of the stuff. The email marketing, the copy didn't mention any of that because that's all the stuff that we are going to do in order to achieve what I've just promised, right? This, by the way, you can't get anywhere else. This stuff here, you can't get anywhere else because this is what we do. And this doesn't just work for vertical marketing. In other words, this doesn't just work. If you're targeting dentist or accountant or lawyers or a particular vertical, this works. If you're targeting small business owners, right. Or if you are targeting non-profits. So if you work in a more of a horizontal or a diagonal market, not even sure that exists, think I might have just made it up, uh, that this does work because what we're doing is we are just repositioning what it is you do, right. And crafting an offer here based on exactly what the prospect has told us. They want. I'll come back to that DS Paulus. Is that how I say your name? Diabetes. Paul Oscar. Paul scuz please. Correct me. Please spell it out for me. So let's a talk now about the 13. Now, have you got any questions, Pete? Do you wanna challenge me on any of this stuff?
Speaker 2 00:32:44 Uh, I mean, not really, you know, I know where you're going, so,
Speaker 0 00:32:49 Okay. All right. So, so here's the thing. This here let's come back. Let's come back here, right? Step one for you. We would, this can be one of your pillars of transformation or one of your stepping stones. And if you've been through client acquisition formula, or in fact, if you go through the godfather method, you will learn that there are three pillars of transformation. You can have 17, if you like, I would suggest that you start with three to keep things simple, and you would have three stepping stones within each pillar of transformation, right? So for example, one of your pillars of transformation might be conversions. I'm just gonna make something up, right? And the three stepping stones within that pillar of transformation conversions might be quality of traffic on page, uh, conversion rate optimization, and retargeting, either email or advertising, retargeting to drive people that we've already captured back to the thing to convert.
Speaker 0 00:33:55 I'm making this up, but now we have a pillar of transformation called the conversion rate. Exploder, please don't use that. Please don't use that name. It's cheesy. We now have the traffic quality control to make sure we're only getting targeted traffic from search engines. That's a stepping stone within the conversion rate Exploder. We have, uh, the, the on page, uh, conversion rate optimizer, which is actually looking at the page. That's getting the conversion, whether it's a checkout page or an opt-in page or whatever it is, right. Click to call page, whatever it is. That's the on page thing. That's a stepping stone within the conversion rate pillar. And we also now have a retargeting, uh, Exploder within the conversion rate Exploder, right? So we have a pillar of transformation and three stepping stones. Okay. If that's the business you are in. So you now have four things that you can talk about for the one pillar of transformation, you can talk about the pillar of transformation, or you can talk about the, each of the stepping stones.
Speaker 0 00:34:57 You would talk about the pillar of transformation as a broad brushstroke. If you are dealing with someone who is a simple client. And when I say a simple client, I don't mean a simpleton. I mean, someone who isn't very sophisticated or isn't very, uh, experienced at what they do. So if you're dealing with someone who is new to the game, a client who doesn't really have, uh, a, a track record of, of doing digital marketing, and they're not really that savvy, you might talk about, you know, just getting more conversions through the website. You might just mention the pillar of transformation at a high level. Okay. If you're dealing with someone who's more sophisticated, right. And who, uh, has a greater understanding of what you're talking about, then you might actually dive in and just mention the retargeting campaigns, cuz that might be the low hanging fruit that they haven't got dialed in.
Speaker 0 00:35:46 That is going to allow you to get them a quick win. So you talk about the stepping stone, not the pillar. So what that means ladies and gentlemen is that here you have 12 things to choose from, to put in here, right? The pillar of transfer this one here, number one, number one, there it is. Number one, that could be one of 12 things that you talk about, right? It could be your three pillars or one of your nine stepping stones, three plus nine equals 12. So it's good when the math works, isn't it <laugh> so you can have what you can choose. You literally have a menu here that you can choose. One of the 12 pieces, the Lego blocks in your godfather method that you can pull in and put into your pitch. And you can change that for every client based on what they've told you. Right. And I would suggest, I would suggest that you do that. That's a good idea.
Speaker 2 00:36:39 So this is, this is liquid based or fluid based on what you discovered during the first part of the strategy call. Okay.
Speaker 0 00:36:47 Exactly. So if we've used one of our 12 here, and this is just a great little connector here, right? We're going to do this so that you can this right. We're going to, uh, we are gonna get more eyeballs on your website so that we can get the phone ringing and you can get more patients. So that's just a great little connector to the benefit, right? So if you've used one of your 12 here there's you can start, there are 12 ways you can start this conversation here. Right? How many have we got to choose from here?
Speaker 2 00:37:21 I'm gonna go with
Speaker 0 00:37:21 1211, because we've used
Speaker 2 00:37:24 One of the, we use one right here.
Speaker 0 00:37:25 We've used one here. Right? You don't wanna say the same thing twice. Yeah. I mean you can, but I would suggest that you use something else here. Now this can be a different pillar of transformation or it could be a different stepping stone in the same pillar based on what they've told you. Right? They might come to you and say, dude, we don't touch our SEO, man. We are killing it. We have got so much traffic to our website. We've got so much organic traffic coming from search. It's amazing. Right? And it's just not converting. So we just, we might just talk about the three stepping stones within the conversion rate Exploder, right? So you've got one of 12 to choose from here. You now have 11 options, 11 Lego blocks that you can stick in here. It could be a stepping stone from the same pillar.
Speaker 0 00:38:12 It could be a completely different pillar or it could be a stepping stone within a different pillar based on the level of sophistication that the client has. Makes sense. I'm confused. So if we have 10 options, 12 options here, we've used one that gives us 11 options here. We've now used two of our 12 Lego blocks. We have 10 left over to choose from here. Right? Which means 12 I'll do the math for you. 12 times 11 is 132 times 10 is 1,320 different combinations because you've got, you can have 12, one of 12 here. Then you've got 11 options left here. So that gives you 132 different combinations just there. And then you've got another 10 options you can use here. So that gives you 1,320 different ways to say the same thing, depending on what the prospect has told you is important to them.
Speaker 2 00:39:06 Right.
Speaker 0 00:39:07 Right. Does that make sense?
Speaker 2 00:39:09 Yes. And you found out what is important to them by way of the triage call the homework and the strategy call. So correct.
Speaker 0 00:39:20 That's right.
Speaker 2 00:39:21 You should be. I am doing, you should be able to do that. Yeah,
Speaker 0 00:39:24 I am. Who knows that the man who decides I am doing that, I am. I'm doing Jason's boss actually. It's Janet Pearson. That's right. It's Jason's boss. I am doing Jason's boss, but I'm pretending to be Jason. Uh, it is heavily inspired by, by that man who used to be the voice of, um, what's the show. Janet, help me out. It's a show. He was, he was giggle and hoot. The show on the ABC is a, is a comedian actor in Melbourne. What's his name? I can't remember his name. Janet will share. Go and check this guy. He's a
Speaker 2 00:39:58 LA Jimmy Reese,
Speaker 0 00:40:00 Jimmy Reese. That's him. So Jimmy Reese, he does, uh, a Facebook videos about COVID and he does this one. He does this, this video, the man who decides the restrictions, the man who decides the lockdown laws around COVID and Jason is the, the Jason is the guy that's asking his boss. So what about this? And can we go to restaurants and blah, blah. And his boss is drunk and his boss is saying, no, Jason, we can't do that. It's stupid. Don't be stupid. Jason. It's very, very funny. And Jason that I do with Oscar is heavily inspired by Jimmy Reese. I'll say that, go and check out Jimmy Reese. So, uh, is it really 1,320 options or just the same price, 12 options in a different order price doesn't change. I wouldn't change the price by the way. Not sure. I understand that question, Nick, is it really 1,320 options or just the same price, 12 options in a different order?
Speaker 0 00:40:54 Um, well, so here's the thing in a, in a, in what we call a signature system, you will basically end up with three pillars of transformation and nine stepping stones that you take your client on over a 12 month journey. Right now there's a whole bunch of other shit that you're gonna do, right? Of course, we're gonna install Google analytics using Google tag manager, but we don't talk to the client about that because they don't care. No. All right. That might be part of our tracking performance tracking, right? Stepping stone. That could be performance tracking. Stepping stone could include 37 checklists in click up that you have to tick off. Exactly. Yep. All right. That's just the stuff you have to do. Right? So he didn't mean to use the word price by the way. Right? So, so there's not 13. There's not 1,320 <laugh>.
Speaker 0 00:41:41 Thank you, Janet. There's not 13 now. Of course everyone's left for the live stream and they're off watching Jimmy Reese do Jason. So I'll just sit here and wait for everyone to come back. Thanks for gay crashing our show. Janet I'd DEP. Appreciate it. Um, there's everyone's off on YouTube now there's 1,320 ways to explain what it is you do. You don't have to do 1,320 different things. In fact, you don't have to even do 12 different things. You got one signature system. This is the sign. This is what we do for let's talk about, let's talk about weight loss. Let's talk about if you were a fitness coach, let's talk about if you're a fitness coach. If you were a fitness coach, then, uh, you and I, and someone said to you, listen, I need to lose weight. Right? And I need to get fit because, um, I'm having trouble running around the park with my young kids.
Speaker 0 00:42:35 You go great. We can definitely help you with that. But I wanna ask you a few questions first. How old are you? I'm 46. You're a 46 year old dad. Yes. And you're a little bit overweight. Yes. And you wanna lose weight and you wanna get fit. And so you can keep up with your kids at the park. Yes. Excellent. Well, we can help you with that, but I do wanna ask you one question. Did you know that once a man hits the age of 45, his muscles start to atrophy. If he doesn't use them, what does that mean? Well, it means use it or lose it. In other words, if you don't do some basic resistance weight training on your arms and your chest and your legs and your back, those muscles will start to atrophy because your brain thinks you don't need them anymore.
Speaker 0 00:43:14 Cuz you're 45 years old and frankly you're more than halfway through and your brain's trying to preserve energy. Right. So it's just gonna cut off things you don't need. So resistance training is also really important. Oh, thank you. I didn't know that. Okay. So how can you help me lose weight, get fit and do a bit of resistance training. So my muscles don't atrophy and I don't turn into a blob. Well, uh, we can definitely help and for you, right? Let me come back to the script here for you. The three things that we would do first is we would, now this guy's never worked out, never been at the gym before. Right? So I'm gonna say the first thing we would do is, is work out a nutrition plan for you, cuz there's definitely some very small tweaks we can make to what you eat that will help you drop some pounds pretty quick.
Speaker 0 00:44:02 Cuz you know, at this point in life you've frankly, you've got some easy winds here. You've got some pounds that you can drop pretty quickly. Uh, we just need to do a quick nutrition plan, make some changes in the next 21 days. You'll definitely lose some pounds. Right. Great. Sounds great. I'm in. Okay then we're also gonna just set you up with a basic cardio, uh, program. Couple of times a week, you do about 20 minutes of cardio. Be fairly light to begin with until we build up your, your, your cardio fitness. And that's gonna get the heart ticking, which is gonna keep your fit and keep the blood pumping around your body. You're also gonna end up feeling great because blood circulates oxygen throughout the body, which is what makes you feel good. And the more your heart pumps, the more the blood pumps, the more the oxygen flows, the better you feel.
Speaker 0 00:44:38 Right. Sound good. Great. Then we're also gonna just put you on one session, a week of resistance training for the next 90 days. Uh, probably next 30 days, uh, just to get the muscles kind of activated so that they know what's going on. And then after that we can reassess and ramp up. Sound good, excellent sign here. Now what does a personal train to do? Nutrition plan, weights program, uh, accountability. Uh, we put you on a cardiovascular program. We're going, I mean, what I haven't told the guys we're gonna weigh you. We're going to measure your waste. We're gonna measure your biceps. We're gonna measure that double chin that you've got. And we're gonna measure that every week so that we can keep a track of it. I haven't mentioned any of that to him because he didn't mention that that was important. He didn't come with these measurements and go, mate, I wanna wanna see these numbers move. Right. He told me what was important. So I have told him what he needs to know in order to make an informed decision that I'm the right person to help him solve the problem. There's a whole bunch of other stuff that he's going to get and that we are going to do as well. But I don't need to talk about that in the conversation because he didn't ask and I don't wanna confuse him. Makes
Speaker 2 00:45:42 Sense. At this point, at this point in the conversation, I think we're, it's just Troy talking to me, <laugh> like
Speaker 0 00:45:47 Right.
Speaker 2 00:45:48 Hearing my double chin.
Speaker 0 00:45:50 Oh <laugh>
Speaker 2 00:45:52 Is this about me? Did this become about me? Yeah,
Speaker 0 00:45:55 No, no, no. It's not about you at all. Not about you at all. So, um, does that make sense? Right. Like, so what I see happening all the time, what I see happening all the time is people sit across from a prospect or they're on a zoom call or whatever, whatever the situation is. And they're like, you know, someone says, oh, I heard you build websites for dentists. And you say, yes, we build websites for dentists. And we also do a little bit of SEO too. And uh, they're like, great, well that should cost me a thousand dollars. How much do you cost? Ah, um, two and a half thousand dollars a month for a 12 month commitment. And they wonder why they're not landing clients. Hmm. Uh, would somebody really think nutrition, cardio resistance is different from resistance, cardio nutrition. Well, doesn't matter because it, it, it doesn't matter Nick, because what somebody like, here's the thing, nobody cares what it is you do, except you.
Speaker 0 00:46:55 I don't care what it is you do except you, right. You care what you do and you care how good you are at what you do. I don't care. Not that I don't care about you as a human being. I do. I just don't give a shit what you do because it doesn't impact me at all. I don't need your services. So I'm not interested. I hope you're having a great time and doing some good work that excites you and making lots of profit. I just don't actually care what you do. What I care about is what's in it for me. Right. And what the dentist cares about is what's in it for the dentist and what the fat 46 year old father cares about is what's in it for him. Right. And what has said is he said, the most important thing is that he wants to lose weight because he wants to get fit.
Speaker 0 00:47:37 And I'm saying as an expert, well, the first thing we're gonna do is have a look at what you're eating because 70% of your body shape is made up of what you put in your mouth. In fact, that's probably about 80%. You can't run it off, right? <laugh> you can't keep eating pizza three nights a week and run it off. It just doesn't work that way. So I'm just playing, you know, personal trainer here, please. I'm not a personal trainer. Don't please don't take my advice. Seriously. So, uh, that's the difference between 12 and a different order or 1,320. Yeah, sure. So that's right. It's 12 in a different order. That's right. Which gives you 1,320 different combinations. Yeah. There's that's right. We're not, you don't do 1,320 different things. That's not the, that's not the, that's not the, the, that was never the idea.
Speaker 0 00:48:19 That's never the premise. You basically do 12, there are 12 kind of big, chunky things that you do for a client, you know, broken up into three kind of categories. We might do. You know, as I said, rankings, traffic conversion, you might do, you know, whatever content, you know, traffic conversions or, you know, leads, uh, nurture, you know, clients, whatever you break those three big chunky things up into three other smaller stepping stones, just to show people, right. <laugh> to show people that you've got a journey that we can take them on. And then out of those 12 kind of steps or those nine, the three stepping stones to the first kind of plateau and then the three stepping stones to the next plateau and the three stepping stones to the next plateau. We've now got 1,320 different unique combinations that allow us to explain what it is we do.
Speaker 0 00:49:08 Based on the specifics of what the person on the other side of the conversation has said, that they are interested in. Does it make sense? I'm feel like I'm in the matrix right now. I'm confused. Mm-hmm <affirmative>, shouldn't be confused. It should be very clear. Don't hang up. I have 1,319 more things to explain <laugh>, uh, and a guarantee. And I guarantee if you stay with me, I'll get through all 1,319 of them. Right? Excellent. The slope of work, as I said, there might be a 115 things on the checklist that we're actually gonna tick off. Let me give you an example. Lead capture can be a pillar of transformation, or it can be a stepping stone, right? It can depend it's your business. You can do whatever you want. If it's a pillar of transformation, it's typically gonna be for people who have never done lead gen, before we go, well, we're gonna do some lead capture and build your list, right?
Speaker 0 00:50:05 Uh, if someone wants to become an influencer, then lead capture might just be a part of that pillar of transformation, right? Because you're gonna need to build a list. We're gonna need to nurture that list and position you as an influencer, we're gonna put an end, put out some authority thought, leading content, blah, blah, blah, blah, blah. Right? So lead capture can be a pillar of transformation or a stepping stone, but within lead capture, we are going to need to what sign up for a convert box account, install a convert box on the website, get some call to actions, programmed into, uh, convert box design, some images to make the call to actions in convert box, look compelling, write the copy for the call to action. That gets people to click on the thing, plug the convert box into active campaign and make sure they go into the right sequence, right?
Speaker 0 00:50:51 The E right. There's a whole litany of things you're gonna need to do. It's a whole project. We don't talk about that. We just talk about capturing leads for them. That's what they want. They just want to capture leads. So there are more than three things in the scope, right? What we do is we chunk it down into three big milestones and then three stepping stone to reach each milestone. Okay. And that's just a conversation to communication framework because nobody really cares if you're using convert box or active campaign. And if they are, then they don't trust you unless they're a large enterprise client and they've already got this infrastructure baked in and they're like, well, you need to pipe leads into Salesforce. That's a whole other conversation. Right? Okay. Still here says very right. Are you suggesting that we use the new wording on the general website copy too? No, I'm not suggesting that at all. Or only during sales process calls and proposals, I'm suggesting that you don't need to write proposals anymore. Right? Thanks Candace. Hey Candace. And her husband Kim and their business partner, Megan also joined sales accelerator yesterday.
Speaker 0 00:51:59 Very excited to have you, uh, here. And they am probably going through the godfather method right now because they get that as part of sales accelerator too. Um, I'm suggesting that you probably don't need to write proposals anymore. You can just go that sales process that we showed you at the start here, you know, pre-qualified triage called strategy, call bang, close them off the strategy call. If someone asks for a proposal, what they're really saying is I don't believe you, or I don't trust you enough to buy from you right now. I need some more guff to look at overnight to try and convince myself, can you send me something fancy, like a PDF or something that explains what it is you do. And my answer to that is, well, no. What would you like to see in the proposal? I'll just answer the question now, if you like, right.
Speaker 0 00:52:43 And they go, well, I don't know. I just wanna see a fancy PDF. I go, well, I can make a fancy PDF for you. If you like, I'll just go to Canver and spit out a template. Does that answer your question? What do you actually wanna see in the, do you want an executive summary or one page executive summary? Do you want a really long functional specifications document? Cuz you're not gonna get one of those from me. What do you need? What do you actually need to see in a proposal for you to go? This makes sense. And it's a no brainer on a scale of one to 10. Where are we at with this being a fit? And if there are seven, I go great. How do we make it a nine? What do you need to know? To know this is the right next thing for you. Right? So proposals just slow the whole process down in my experience from someone who gives away a proposal template. There you go.
Speaker 2 00:53:27 We've moved. We've all moved to statements of work or whatever you wanna call it at this point. Yes. Contract basically a contract
Speaker 0 00:53:34 That's right? Correct. Yeah. James trod has already signed up for the Jason method. Excellent. Very glad to see you in there. James, we're gonna have lots of fun. An invoice. Absolutely. You send them an invoice or a receipt. I prefer to send people a receipt. Once they've already paid, I send them, we send them a statement of work, Robert and a contract and they sign that and then they pay, um, we don't, I don't typically don't do terms. I don't send an invoice and say, you can pay in 30 days. I say, no, no, you pay before we start work. And then you pay periodically. The signature system is typically sold. Excuse me, this is a whole other conversation. But the signature system is typically sold on a monthly recurring basis of, you know, we have, we have Mavericks club members selling signature systems between 1,530 800 a month. So it's typically not something that we do an invoice for and then spend 30 days chasing the payment.
Speaker 2 00:54:28 No,
Speaker 0 00:54:29 That's right pay now. All right. Hey, I've got bounce. Me too. This has been fun. All right. I need to go. Now. This has been super fun.
Speaker 1 00:54:40 Thanks for listening to the agency hour podcast, subscribe at apple podcasts, Spotify pocket, audible, and wherever you like to listen, you can catch all of the agency hour episodes on our YouTube channel at youtube.com/agency Mavericks. Or you can get involved, check out our free digital Mavericks Facebook group, where we broadcast these episodes live for our community every week, along with a ton of free training. We'll see you.
