Presenting with authority when you're brand new

Created by Joanna Love Mojares Panizales, Modified on Thu, 09 Mar 2023 at 12:13 AM by Joanna Love Mojares Panizales

This one for you. What we've said to people before is when you're getting started in this, we use a concept we call borrowed authority. So in other words, I've never done this before, and I want to convince a client, that is a great idea. Borrowed authority goes like this. I have a colleague who runs the same system as I do who's had great results, and I can point to them. They're in the group. There's thousands of them. What we're going to do is this, just as we outlined with Ethan, we're going to find your ideal client. We're going to contact them using our automated system. We're going to follow them up, we're going to qualify them, we're going to make sure that they're interested in your services, and we're going to get them booked into your calendar. That is a proven system of what we're doing. So in terms of how are we delivering this as a result for a client? Dylan, it's not about, hey, I need an electrician to come and fix my light. And so I look in the Google online, get a guy, call him up. It's not actually about finding one electrician.

If I'm a business that deals with electricians, I need more than one. I actually need 500 in the next six months to come through my training course and to go through that. So it's a different mindset than I need an electrician or I need an accountant. How can I find it? It's I work with accountants, or I work with business brokers, or I work with carpet companies to help them streamline their business. So every one of your clients has a thing that they do for people. Like Ethan's client has a website design program where they redesign people's websites and help them turn them into customer funnels. That's their secret source. That's what they do for a client. So now our job is to put that secret source in front of as many of their potential clients as we possibly can. So my comment there, are we selling them email marketing? Yes and no. What we're actually doing is we're showing them that we can bring in, as agencies, which we all are, we all have our agencies, we can show them, we're showing them that we can do our job. What's our job? Our job is to put their secret source, their thing, whatever it is that they do, in front of as many prospective clients as we possibly can.

That's what they are paying us for. They're paying us to put that message in front of as many people as we can so that they can grow their company. So one of the methods that we do that with is generating leads and reaching out through cold email. We can then also take those leads and we can run a targeted Facebook campaign because now we've got a custom audience made up of their exact clients. And again, all of this can be done within GHL. So the lead generation is a starting point. And we had an agency coaching company as one of our clients here in Australia. And when we showed them this system, the leads and all of that stuff. This was their exact comment and it blew me away. What this does is it gives me an instant win for my client while I go to work on the longer term projects. So they had an agency, they were an agency coach. So they coach other agencies on how to succeed. And that comment, it gives me an instant win so my clients can leave me alone while I go to work for them and actually get results.

So what I mean by that is, Hey, Mr. Accountant, I know that if I can put 100 businesses in the local area in front of you in the next 60 days, that a few of those are going to turn into clients. So let me get those people going. And now it can go one click, here's our clients in our system. Look, Mr. Accountant, those 17 businesses have opened your email this week. Those three businesses have responded. That guy is booked into your calendar. What the lead system does is answer the biggest problem for your clients, and that is, how do I get people into this system? How do I actually get people coming through? You ask any business owner, if I put your ideal prospect in front of you, can you close that deal? Now, regardless of their sales skills, most business owners will say, yes, if you can get me my ideal prospect sitting in front of me with a cup of coffee in the hand, I can close that deal. All I need is more people sitting in front of me. That's our job. That's our job. So we take the lead generation as one component of that.

We do our outreach as a component of that. We do our follow up as a component of that. We set up automated systems that do things like send voicemail, send text messages when there's an ideal prospect, qualify them through surveys. Ghl on its own is freaking amazing and getting bigger and better every single day. It's so deep that we all get lost in it sometimes. But GHL is the thing that we all stand on to do the job that I'm talking about right now. What we provide with that lead system is the fuel in that engine. Because as great as GHL is, like Chase Buckner said on our spotlight session, what the leads tool does is the top of funnel, and let's GHL take care of everything else from there. So what we want to do for a client is show them your ideal clients, hundreds of times a month, running through your system with the expectation that some will, some won't. Some will turn up in your calendar, some won't even open that email. But I'm going to get you more opportunities to speak to your ideal prospect. That's what it's all about. And again, yes, the email marketing is one component of it, but it's about turning the wheel of the engine to show your client there are people coming through this system and communicating with you that you hadn't been in contact with before.

So, Dylan, in terms of results from B2C, B2B, the reason we go B2B, there's a few of them. One of them is legal. So Chris and I have been talking about this for the whole week. Guys, you got to be compliant in your marketing. In any marketing, you need to be compliant. Even Chris and I, we were talking about this this morning, we put up a Facebook ad for some things and it got knocked back because we made an extraordinary promise, wasn't it, Chris? We said that these are the results. Now, we're basing that on fact, but still Facebook said, not compliant. So guys, as agency owners, as business people, you got to be compliant, which means you got to know your local laws about email marketing and all that stuff. So one of the reasons that we go B2B is legal. Because, again, you've got to know your result, you've got to know your compliance. But generically speaking, if you're reaching out to somebody on a business to business level with an address that they've published on a website, then you have a business case. And if somebody puts an email on a website, they're inviting you to contact them.

Unless specifically that website says, don't contact me, which is why we put that little I next to the result so you can check, is there anything there that would stop me sending this email? Now we've got a published website address and now we've got an opportunity to communicate with that person for a business reason. B2c is different. B2c is like my own personal email. And you guys probably have faced this before. When you get that email in your inbox and it's your own personal email address, it's not your work email address, it's your personal email address. And the first thing that goes through your mind is, how did you even get my email? You dirty whatever. So it's a very different communication when you're going B2B. When it's a business to business transaction, Hi, Mr. Accountant, I design websites for accountants. I'd like to speak to you about your website because you're an accountant. It's a very different thing and your address was on the page, so I emailed you and hopefully we can do business together. B2c is, again, is that line. Again, you guys need to know your compliance. But the other reason we go B2B versus B2C is because the dollar value changes.

Now, there's probably one big difference with this, and that's real estate and financial planning, which is all B2C. But as Ethan said, we do have ways that we can get into that B2C space for those industries as well. We work with people in that space. We've talked about that. We've got a ton of videos. Look up in the Facebook group, the niche, there's a niche topic. And in that Facebook group, there's three videos that actually talk about mortgages and real estate. But coming back to the B2B side of things, if we look at a difference in dollar spend, and I just want you guys to think about your own home. Imagine if you brought someone in to do new carpets and new floor coverings in your home. Whatever they come in, they measure, they do your three bedrooms, the kids area, whatever, they do that measure, and then they give you a quote and now you can get new floors or new carpets for your home and it's going to cost you, I don't know, three grand, five grand, something like that. The margin for the floor covering company, they might make 20 %... I don't know the industry that well, but they might make 20 % after the labour cost of materials.

They might pocket $1,000 from that job. They need to do 10 jobs a week to keep their business engine turning. Now, if we go into a carpet company and we're saying, We can find you leads. They're like, Cool, amazing. Yes, please, I need 10 a week. And you go, How are we going to get you 10 a week? It's tough. But if we turn that switch and that carpet company now, we're talking about a commercial floor covering, and they get a contract for that 40 story office building in the city. Now that carpet quote or that floor coverings quote is somewhere like $250,000. And maybe the margin on that might only be 10 %, but now they're making 25 grand from that transaction. I got to get you two a year, baby. I don't need to get you 10 a week. I need to get you two a year, and we've done our job. So when you've got that higher dollar value, which is why we focus on that B2B, you've got a higher transaction and a better income. Now, the flip side of that is you don't have as many people that do commercial flooring versus residential.

And I'm using flooring as an example, guys. I hope you guys... It could be flooring, it could be landscaping, it can be carpet coverings, it can be electrical, it can be HVAC, any of the things that we all know, right? But if it's commercial, it's a much higher dollar value. There's less people that do it. Not every real estate agent does commercial real estate. But guys, like I said to Ethan a few moments ago, you don't need 10,000 of them. You need 20. And if you can find the 20 and put in front of them an amazing opportunity to reach out to their ideal prospects that have high value, you've got a much better value proposition and you can charge more for your services. If you specialize in commercial real estate agents and creating leads and opportunities for them and you're a specialist in that field, then $10,000 a month, that's just the fee for doing business with you. So all of that says the B2B commercial space just has more money in it and it's easier for the system to work with. So, Dylan, hopefully that helps. I haven't scrolled down to see if that's helping.

But it's not about finding an electrician because anyone can do it. I need my lights done. Who's my local electric? That guy's got good reviews. Hey, how are you doing? I need a hand. It's not about finding that one guy. It's about finding a thousand of that one guy for a business to put their opportunity in front of every month from here on in. Hopefully, Dylan, that helps. Let me.

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