Getting paid by people who aren't your ideal client

 
I'm not sure if you've had a look at the case studies and that kind of stuff that we've got in the members area. Let me just do a quick screen share here and subject you to my really talented whiteboard drawing skills. I apologise for that. So we have this is an amazing case study that is one of our clients again. And so let me draw this out in boxes. Our client is a business coach specifically to accountants, and more than that, specifically to accountants that are looking to scale.

 
All right?

 
Scaling. So not everybody fits that model, right? So what we did was we put together the outreach campaign. So the first things first, we're bringing people into his system, and we're specifically looking for accountants, right? So emails going out to attract accountants. From there, he's pushing them into a qualifying survey. So we still haven't spoken to anybody yet. So we're going into a survey to qualify where these people are up to. So he's doing an application, which is really interesting. So this is application. Why is it interesting that it's an application? It's not just everybody sign up and get whatever, your free download or something like that. It's almost like reverse marketing. If you take something away from someone, it's like not everybody qualifies. But if you qualify, we're going to help you grow your accountancy business. We're going to help you do whatever, but not everybody qualifies. So I need you to give us a few answers here. But when you position that offer like that, when you position it as almost like you need to get in here, if you pass the test, it's going to be great. But let's see, if you pass the test, it's actually a lot more effective rather than just download our free PDF on growing your business or something like that, right?

 
Getting people to apply. So that's a really good point. He's pushing them through a survey, and he's finding out where they sit. Now, what he actually found, and this was fascinating, was that there were three categories of people coming out of this survey. There was about 10% of the people that were ideal clients.

 
Okay.

 
There was about 60% of the people that were close.

 
All right.

 
And there was the remaining. There are 30% of people 30% of the people who were a long way off being ideal right now. For this particular client, for this business coach being a long way off, what it meant was they didn't have any kind of system in place already. They weren't ready for kind of the next level strategies. They hadn't got their stuff together. They were really just getting started. Not upland for me to watch this campaign unfold was going to work at a sales environment. Here was an easy process. You're here. You're here, you're here, you're here. Super excited about where you're at. Let us help you take these five steps. You can see the horizon. And this is a $10,000 package. As you said, Marco, this is where we can really focus for you and make things happen, right? This next category here, these are hot prospects, but in maybe six to eight months. So he actually created a down sell course, right? So this is Chris, is one to one. This is the $10,000.01 to 112 month programme. It's super valuable, helping them scale, helping them exit, helping them get their business up to a multimillion dollar acquisition point, et cetera.

 
It's a super expensive programme. And this is his ideal cream of the crop, but didn't want to lose these 60% and certainly didn't want to lose them in the potential of working with them later. So he created a one to many a digital course at this point, right?

 
Right.

 
Now, interesting for me, he didn't give it away, but exactly like you said, Marco, like, guys, how many of us have got given free stuff and never looked at it?

 
Right?

 
Look, man, I really want to work with you. Here's my free whatever. And, like, it sits on your hard drive or you never even log into it because you just don't value what it is, right? So he actually created this with a pretty hefty dollar figure. But exactly like you said, Marco, he said if you go through this programme and at the end we get into this acquisition growth and scale phase, I'll take the price of that off your consulting.

 
Right?

 
So it's that carrot to complete and not only carry it to complete, but carry it to complete and come back and spend more with me, which I thought was really fascinating.

 
Okay.

 
But this one down the bottom here, this is where we really focused our case study, because at this point, this is where our client created, I think there was about four JV partnerships and Copto referral fee.

 
All right?

 
And let me tell you what that looks like. Sorry, that's overlapped. But let's say he's gone into this accountancy business and he said, okay, where are you at? What's going on? Answer these questions. Their website was absolutely terrible. They had no hiring systems in place. They didn't have a great customer acquisition system. They were just a long way off being ready. But instead of just saying, hey, look, it's not right, right? Now, our client created four, I think three or four JV partnerships with other people that provided services that match.

 
Okay?

 
So it was like this. Hey, John, amazing to see your business and thanks so much for coming through. Now, one of the things I'm spotting is your website is terrible. You've got no customer acquisition system, you're not running ads. Here's my colleague, whose name RSS Feed, who runs a marketing agency specifically for accountants, and he's going to help you get that stuff sorted out. So you need a new site, you need a new ads campaign, you need a new landing. You need a lot of work done from a marketing perspective. Here's my person. Go and get that done. And he picks up a 20% referral commission from people he's not working with.

 
Right?

 
The next one might be, and this is one of the ones that is in his case study, is an HR consultant. You've got a real trouble attracting talent. You haven't got the right training processes in place. Your people are coming, staying for a month and leaving. You've got high attrition in your staff. You need some skills in the HR human resources component. Here's the person to build that with you. And they recommend one of our other clients, which is Kay, who does HR consulting and training for professional services.

 
Right?

 
So what was fascinating for me and looking all the way through this was we've got one funnel. We're bringing people into one place, which makes your marketing super easy. Okay? We're qualifying the people, and then we've actually got three separate offers depending on where they're coming from. Okay? So offer number one, this is our ideal offer, our big ticket at what we're really doing this for. Offer number two is our downsell, where we're still keeping these people in play and we're giving them trust and work to be able to come back to us later on. And offer number three, where you would typically not make any money from this at all. But being able to create these partnerships and send business out there, I think resulted in 5000 or $10,000 worth of income from referral commissions from this campaign, from clients that you would have otherwise not even seen. And again, thinking about that, how can you take that into every industry?

 
Right?

 
Here's a construction company. They build houses. And this particular client, they're bringing people in. This particular client, they typically do two story, four bedroom, this is the house, whatever. This client needs something different. Well, rather than just saying, no, that's not us, what about creating that partnership with a few other companies around that provide those additional services and bouncing back from each other, right? And I mention this in our group all the time. There are 380 white label suite agencies in our group right now, okay? It's growing at a massive, massive speed. And there are people in this group that have skills that are complementary to you and that have the ability to service a group of customers that you can all benefit from. So what if you don't do web design, right? But you could partner with somebody who does? What if you don't do financial planning and coaching for businesses, but you could partner with someone who does? And if you can create that kind of core group of four or five connected people, then you can each refer business to each other. And you'll be amazed at the speed and the growth, because everybody's doing their own customer acquisition and feeding either not quite right fits or needs additional services to each other, and you're benefiting multiple times from that kind of relationship.

 
So just, again, keep that in mind. Marco, does that give you some ideas?

 
Yeah. Also, I want to add to what you said here, right. Even to improve what you just mentioned is to think about, because there are all these different partnerships that you can do.

 
Right.

 
But the best partnerships for you are everybody that is upstream your process.

 
Right?

 
Absolutely.

 
Right.

 
Yeah.

 
Just like you mentioned. Well, the website designer is way before me.

 
Right.

 
And the guy who is counselling someone to get a domain is even before the website designer, right?

 
Yeah. The guy that's teaching people how to register a business and create a company even before that.

 
Yeah. So I'll tell you what I do, right. To figure out these partnerships, I write the whole process for a person who is starting a new business. Okay. What do I need to do? I got to get an LLC who figures out that right. Write down is a potential part. Okay. And then after doing that, what do.

 
I need to do?

 
I got to get a domain who can help me get the domain. Right? And after that, I got to get a website and business card printer. Okay.

 
And you've got those groups, those partnerships that people work so well. The very first marketing book I ever read was by Mao Emery and his idea about JV partnerships. He made I think it was $200,000 in a week. He went into a shopping centre and created a joint venture partnership between multiple vendors at the shopping centre. He got the florist and the jeweller and the, I don't know, the furniture guys and a few other of the companies together and did a joint venture between multiple vendors at this this one shopping mall.

 
Right?

 
So he got the florist to send. Hey, everybody, there's a jewellery special on this week. If you take this coupon into the jewellery store, you'll get 10% off the jewellery. The jewellery guys did the same to their database, back to the florist. The furniture guys did it to the jewellers. And it just was this round robin effect of people in the same space had never actually collaborated, have really worked together, and the results were off the chart. And I'll never forget seeing how that can be put together. And again, taking that into our business environment here is super fascinating, guys. And again, just something to think about from how can we help our clients to succeed? How can we succeed as our agencies ourselves? By creating those partnerships and those relationships together really can help with growth and all kinds of things moving forward.