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.
And that’s because when you start with the money and don’t have a clear package, every one of the deals you have becomes custom, and therefore it’s not scalable. You have to negotiate every single one of them.
People who will come to you don’t know what you specialize in, so you must re-explain what you do. You will 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.
So, how do I get my first few clients to develop a lighthouse and then get all the other clients like that? Let’s think about how this works at the strategy level.
1. Establish proximity with the audience
Let’s talk about why, how and what. Make 15-second and 60-second 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.
Share your content and knowledge openly. When you show people how to do something, they will come to you.
So establish proximity with that audience that you want to become your customers.
Let’s say you take our social amplification engine course, which shows a six-phase process.
How do you set up plumbing and tracking? How do you set up goals? Do you know what your cost per lead is? Do you know how to do cross-channel marketing? Do you know how to build a three-by-three grid off a content library?
Do you know how to collect mentions? Do you know how to get more reviews? Do you know how to target custom audiences?
You can teach a whole course around that. And the cool thing is that because we’ve already done it for real estate agents, mortgage brokers, chiropractors, nail salons and personal trainers, you can take our course.
You can take the entire social amplification engine, put your logo, name, image and branding on it, and say, I’ve got a proven course that has run through thousands of different businesses.
So you take this knowledge that we’ve already created. It could be the courses we have, and you can create your three-minute video version.
You can turn it into an article, put it on your website and on LinkedIn, Facebook, Instagram, Snapchat and all these other places demonstrating that you know these areas.
Because when you show how you do something, and you’re targeting, let’s say, chiropractors. Then, some of these chiropractors may see some of your why content. They will realize they need to pay attention to you as you have already done this for three or four chiropractors.
So when you have that omnipresence, and you’re constantly sharing the why and the how, people will come up to you and say, I see your stuff everywhere. And the way you know if you’re successful is that they say, “I’m seeing too much of your stuff.”
You’re sharing your content and knowledge openly; when you show people how to do something, they will come in at some point.
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. You need to get the right client. And that means a package must define it.
You’re providing them with all the information that’s proven. That’s how you get around the chicken and the egg.
It’s something that’s already proven. You want something done repeatedly, and you say, this process I can implement because it’s been done repeatedly.
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.
There are three kinds of niches,
- There’s a niche by the lighthouse- the local service, vertical, plumber, dentist, doctor.
- You’re choosing a city.
- And three is a skill speciality. You do SEO, video editing, and website building.
Whatever category you choose, make sure you’re clear on the following;
What’s the benefit? Why would they be willing to spend money from a business standpoint?
Who’s it for? It reflects the X from X, Y and Z.
What do we do? So show the one-page checklist.
And the requirements–which are very important. For you to buy this package and be successful, I need your goals, content and targeting. I need you to be an existing business where you have positive reviews. In other words, what are you not? What do you not do?
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.
The people you’re serving as clients understand why it’s essential to have the diploma on the wall.
So 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.
So you can start checking these boxes, saying, yes, I’ve got my videos here, loaded up into my YouTube library, content library, transcribed in the blog post, turned in the guides and articles.
- 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.
- 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 package, 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.
There is something called BANT: budget, authority, need, and timing.
- Budget; They must be able to afford you
- Authority; If it’s a small business, it should have the authority to spend the money. But in larger companies, sometimes a chain, you need to go to the boss and have another conversation with someone else.
- Need; They have to have clear pain. If we run an emergency room and people are coming into the emergency room, that’s a clear need. That’s inbound marketing. They came to us.
- Timing; Maybe they need it, but maybe not right now. Maybe they don’t have the budget right now.
If you use this model and have a clear package, you’re more like an emergency room surgeon. You’re more like a hospital where you’re putting your content out here, and then they’re coming to us.
One of my most popular articles is why surgeons don’t go knocking on. They’re busy in the emergency room. They’re not going door to door. They’re not saying, Hey, I’d like to offer you heart surgery—half off if you buy by Friday. No, I don’t think I want to, you know, go with that doctor to operate on me.
So elevate yourself.
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.
Now you have a course on the social amplification engine.
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 with your fingerprints all over it.
That’s how you generate tons and tons of power. Then you stack it into your three-by-three grid—these six phases.
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.