You’re here because your number one issue is being able to drive leads and sales for your agency, and it’s a catch-22 situation. If you don’t have a growing robust agency, it’s hard to generate more business.
So we will walk through the whole process of how everything fits together.
And if there are concepts you don’t know, like the Why-How-What, the social amplification engine, how to sell different packages, or hire virtual assistance, don’t worry about it. You can do some of these out of sequence or skip some. But what I want you to do today is understand the secret framework for how your agency will drive sales with local businesses.
Now, what we care about is money. We want to drive sales, and everyone who starts marketing thinks I need to have a landing page and a website, and I need to start telling people I have an offer.
Or worse, I need to start working for free because if I don’t have any clients, I need to take whatever I can.
Pretty soon, you will be in a mess where you have ten different random clients, and you won’t be able to scale, even if you are working hard.
People who come to you don’t know what you specialize in, so you must re-explain what you do. You get a lot of people who are not a fit for your particular niche because you’re not clear on your X, Y, and Z model— which is I help X, achieve Y via Z, you are not clear on your lighthouse, and you don’t have a package that you can repeat over.
1. Establish proximity with the audience
It would help if you made 15-sec and 60-sec videos showing gratitude and moments in your life that have a larger story because you need people to connect with who you are and what you do.
Because you know your target, you should share your content and knowledge openly. When you show people how to do something, they will come to you.
And they might say, “I had no idea there was this whole process of setting up Google tag manager, editing videos, hiring virtual assistants, and building websites. You’ve been teaching all this stuff. Can you go ahead and do it for me?”
Then you can say, “Sure, I have a package.”
All the things we’ve been teaching come from our training and guides.
2. Understand the business and client
The secret is that you don’t need to get a random business to give you money to drive sales. It would help if you got the right client. And that means a package must define it.
You might say that you don’t have the time, money, or budget to build all these courses. It’s just you, and you can’t do all these other things as you need to generate income right now to pay the rent and other expenses.
That’s fine. You then need to say, which of these packages can I implement?
Why is that important? Because if you’re flying in the dark with the blindfold, you won’t know what’s working and what’s not. And if you’re running ads, creating content, or engaging in any campaign, you need to know what is winning and what’s losing.
Choose your niche wisely and be clear about the requirements that you need.
For example, you say:
- I don’t accept companies that don’t take good care of their customers because when we try to amplify that, it doesn’t work.
- I don’t take companies that are multilingual because I only speak English.
- I don’t accept companies where the owners are hard to work with.
You must have expertise. You must have a repeatable process, a package, and a certification that says you can do a good job and stand behind a body of knowledge and expertise.
If you don’t have that, you’re not speaking their language.
You can try to create this on your own. It took me 23 years. Maybe you could do it in 15, but it’s going to take a while.
So let’s talk about this step by step.
- You have your ‘Why’ videos by now. Now you have to do a bunch of ‘How’ videos.
You might say, I don’t know how to do digital plumbing or Goals, Content, and Target. That’s okay. You don’t have to; you have to know enough to talk comfortably from a business owner’s standpoint about how each phase works. So come in and fill in these videos. You can even follow the scripts that we already have.
- Then you can take our courses and skim through them yourself. You could take our templates and put in your image, contact details, and other components if you’re cheap about it.
- And then, the course leads to the package.
Many of you are out trying to sell packages, and if you don’t have the course that precedes the box, what’s going to happen is you’re going to get with people on the phone, you’re going to be giving out these one-hour free strategy calls.
3. Do not sell yourself short
I want you to understand that you don’t have to sell yourself short when you come from a position of expertise. You don’t have to discount.
Make short videos using Why-How-What. And then turn those into courses. A course is not a fancy study. It’s just putting a few videos together.
You can take videos and transcribe them into text and then put those articles together, and then you have a book and body of knowledge.
That’s how you generate tons and tons of power. Then you stack it into your three-by-three grid—these six phases.
And by the way, if you don’t know in detail what each of these six phases is, why they are essential, and how they are sequential, I want you to go through our training on the six-phase social amplification engine.
About the Author
You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel.
You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.