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Hands-On Goal For More Closes

Darren 0:00

Thank you so much, guys. I really appreciate this. Morgan, big thank you to you as well. Been working with Morgan and his team for the past six months. Guys are absolutely awesome. But guys, today is all about you guys. I have no slides at all. I'm going to be working hands-on directly with you. Okay. The goal for today and my goal in general is to help you book more calls and close the damn calls. I'm not going to ask you to run ads. I'm not going to ask you to go get more leads. The leads that are sitting there right now, Instagram, LinkedIn, whatever that may be, we're going to go pull out those leads and we're going to close more calls. That's the whole premise behind our entire business. It's literally on my back, close more calls. And the reason why I'm so passionate about this, and the reason why I'm really emphasizing you don't need more leads and all that kind of jazz is because we work specifically with small people, small people. But what do small people have that the big people don't have? Or what do they not have? They don't have the capital. So our goal today is to look at how do we optimize this and how do we get the most out of it. So let's get some questions, get some feedback. Who here has a coaching business anything like this? Coaching business? Amazing. Who has a service-based business? You have a service-based business, Rashad, earlier. Who here gets leads from Instagram? Perfect. Who here is running any sort of like a DM funnel? Okay, that's amazing. And who here takes sales calls? Amazing. So all of you guys are going to want to listen up to this. Because what we're going to walk through is about how to get the absolute most out of it. Now, a little bit of backstory for myself. So my name is Darren Lee, as Morgan pointed out. I'm the founder of a company called Voix, which is a consulting company. So we work with agency owners, coaches, and consultants helping them scale their business. There's two different markers: a million a year and a million a month. Okay? These are both basically the same type of businesses. They get leads, they fulfill the leads, they close the leads, they fulfill the leads. That's it. The second company that I have is called Aura, so we're a sales performance platform. What that means is we help agency owners and coaches optimize their sales process. Because what I've found over the past six years, building our business to half a million USD a month, probably more as well at this point, is that the difference between where you are now and the goals you want to hit is literally the operational complexity. Okay? So organizing operation complexity, not getting more leads, not you know, throwing new stuff through the funnel. And the reason why I'm so confident about this is because if you guys like turn on ads, but you don't have a strong sales process, you're just gonna burn them. Right? Who's kind of who's tried that? Who's tried ads before? Yeah, and you're you're nodding right now, you're feeling that kind of pressure. So the first thing that I want to do is we are we're a consulting company, but we're mainly a sales company. And what I mean by this is we help people organize their sales so you can scale your coaching program, scale your service-based business, scale your agency. But my honest, honest belief and my humble opinion on this, is it doesn't matter how many leads I get you if we can't close them. So my biggest process here is how do we not leak leads effectively? So that's our goal today. We're gonna focus in on that about how to optimize that side. Now, let's take a step back. I'm

Why Small Businesses Leak Leads

Darren 3:20

gonna walk through four key areas today, and I want to get some hands-on feedback from you guys too. I want to go through like what are what I like to call the bare ass minimum. What is the minimum that you guys need to do to hit your targets? So, lots of coaches when they come to work with us for their coaching business, they they sit they have big goals and they have big intentions. They want to hit a million a year or a million a month, whatever that may be. But the actions they take to get to that goal are usually very misaligned. Usually very misaligned. And it that's nothing to do with the individual, it's to do with activity. I'm gonna come back to that word activity. The second part I'm gonna help you guys with is on setting. So before we really kind of built our brand, we were still setting calls in the DMs, closing calls. So whether you're setting from a DM funnel, call funnel, whatever that may be, same thing. Set calls, close calls. Then I'm gonna go around, gonna go through the operations behind this. So what that means is how do we get people to show up ready to buy? It's very important because you can run all the traffic in the world, but if they don't like you, know you, understand your problem, you're gonna find it tough as hell. Tough as hell to close these leads, which is effectively the coal leads. And then lastly, I'm gonna focus on optimization. Now, I don't want you guys to think, okay, this is like there's a ton of going on here, this is quite difficult, it's difficult to understand. I want to make this easier. We talked about this earlier. Simplicity. What's the least you amount to do? Okay, so I want to get a sense of how many calls people book, right? So let who here books more than let's say 40 calls a month? 40 sales calls a month, it's 10 a week. Okay, who's booking maybe under 20 calls a month? Okay, booking about 20

The Activity Metrics That Matter

Darren 5:00

calls a month, okay. So a lot of this is based on activity. So the first area that I really want to focus in on is what are the metrics that you guys need to hit to hit your goals? Okay, so if we could look at what are the core core metrics that you need in terms of activity, we can reverse engineer the business that you want, right? So for yourself who doesn't actually have that activity online, you have a delta right now of the money that you could be making because you're not hitting that activity. So, what we found based on the best companies, the best sales companies, or individual companies is their level of activity. So, what does activity mean? Activity means what is the work that we're doing in DMs with our prospects? How much time are we allocating towards this to be able to get more qualified people coming into your world? So I want to take a step back because where we've really focused in on is not just sales, it's also on marketing. And the marketing side of it is how do we create content or how do we generate interest that solves a painful problem for a specific user that's easy to find online? So let's just take the example of personal development, personal development coaching. Let's say you're helping people with mindset, right? What is a painful problem that you solve, helping them overcome limiting beliefs for a specific person? It could be men, women, that's easy to find online that we're utilizing Instagram. And why I'm really focusing on this is because I want to make sure that our marketing is very dialed in on problem the problem. What is the core problem that we're actually solving with the prospects? So we could focus in on the next the next layer. So what we focus on here is a term called activity, right? So who manages their DMs right now? Send the DMs out, okay. Question for you guys when you create your content and you're focusing so hard on a content, are you guys speaking to those leads right now?

unknown 6:54

No.

Darren 6:55

So you're not speaking to the leads that you generate. Anyone comes in? This is a problem. So there's there's two types of worlds. There's the people that are very heavily indexed on marketing, putting out shorts, putting out carousels, all that kind of stuff. That is 100% a grind. That is the grind of online business, no doubt about that. The second side of it is the leads that we've generated, let's go and engage with them. Let's go interact with them, let's go find out what their problems are. So I'm gonna show you first what are the bare ass minimum targets that we'd like to hit, or what does a good successful service-based business or coaching business look at. And then I'm gonna show you how to interact with those leads. Because up until last year, I had 10,000 followers on LinkedIn, 15,000 followers on Instagram. Yet we were still booking 10 calls a day, which is wild based on this process. So if we look at activity right now, when you're creating your content, I want you to look at it from a few different angles. One, how much outbound messages are being sent? I don't mean hitting cold leads, I mean hitting people that come into your world. Your content solves a painful problem for a specific user that's easy to find online. We need to know how much of those people are we hitting every single day. How many follow-ups are we hitting? So of the people that come in and show interest, how do we re-engage those leads? Because it's the same thing. I call this the I call this the dating of uh sales is you know the same names, the same leads that are hitting your your post every single day, they're coming back and back and back. Those people need to be asked to the dance, how I describe it. Literally asked to the dance. This these two numbers look at how much messages we're sending, how much we're interacting with our leads. Okay. The next variable we look at booking links sent. So you're speaking to people in prospects, you're speaking to people in the DMs, prospects are interested in what you're doing. We want to get interest of qualified people, and we're asking them to dance. We're asking them to book a call. Of those people, how much people book calls? So calls booked. Okay. And how much of those are qualified? Qualified calls. Why is this important? Because the goals that you have in your business, and think about them, right? Whether it's making 10k a month, 30k a month, your first 100k a month, it's based on an actual mathematical equation. There is so much throughput through the funnel on the front end, which creates activity, which is called the output, cause booked, which creates the closes, which is outcome. So when I'm going in to analyze any business, a small business, small business, and I'm looking at what do they do during the day, just like I asked you guys, you guys aren't really interacting with the leads. Now I want to show you the standard, and then I want to show you like how does that work look from a day-to-day perspective. So we created this model called bear as minimum. And what that is, is what's the least, what's what's the metrics we need to hit so that we grow our business. And I'm gonna I'm gonna show you three different scenario analyses because all of this is mathematical. So whether it's personal development or whether it's business, whether it's service, coaching, or enterprise, because we sell enterprise too, it's the same thing. So step one is a hundred plus activity a day. Right? Let's say the follow-ups, 50 plus follow-ups. This is your green zone. This is we're growing the business, we're moving forward, leads are coming in, they're they're moving into the hot zone, they're starting to strike, we're starting to showcase our value to them. The second scenario is a bit less sub-70, sub-20. So this is we're hitting some of the leads, it's going a bit quiet, we're not having that same consistency. Or we have the reality which most businesses are in, which is sub-30 and probably zero. They're not hitting enough leads a day. Therefore, when it comes to where's my book calls, we don't have them. Because the reality is when we start to actually do this at scale, it's very tough as a result to grow the business. And this is where you know we work primarily with businesses who are at you know 10k to 30k a month range that want to go to 100k, want to go to 200k, and a lot of it is based on their activity. Because I'm gonna give you some I'm gonna give you some scenario analysis, right? Let's say we're hitting like 100 leads a day and we're putting in that activity, and it's okay, right? It's either you guys are doing it or you're doing it with a sales rep, okay, and it's coming in to assist and help you guys doing it, and that's what we also help with here. If you are sending over, like if you are hitting 100 leads a day, maybe you're sending over 10 call links. This is 10 people. Of those 10 calls that you ask, seven book. Of those calls, maybe four are qualified. Of those calls, maybe three show, and of those calls, maybe one close. And the irony is like this is like the actual logic of when you go in the details and you move away from just like just creating marketing material to actually creating like a business to growing your to growing your business. This is the reality. Let's just say you don't hit those numbers. Let's say you've only sent over six links, and four people book a call, and two people are qualified, and one person shows, how much do you close? Zero. Same thing. And you can imagine how this looks when you're when you're in the red zone. So, what does that mean? This means that the gap between where we are right now and where we want to get into our business is actually pretty significant. And I wanted to show you this first because all the techniques in the world actually mean nothing unless we're able to actually have feet on the floor, boots on the ground, and we're actually hitting the numbers. And to take a step back to look at like who we work with, right? We started implementing this process of activity in a lot of coaching businesses. We have 70% female clients, 60% person development businesses. And a lot of these businesses have hit like 1 million a year, 1 million a month. Because a lot of it is like they have a lot of marketing material, which gets interest. And then as a result, we move into the simple

Bare Minimum Targets And Funnel Maths

Darren 13:20

model of getting people there. So, question for you guys who with their team or on their own is probably hitting less than 30 leads a day. Most of us. Yeah, most of us. Right? Generally, most of us. And I'm not saying this from a perspective of, oh, like that's not good enough. I'm saying from a perspective of this is the gap between where you are and where you want to get to. And we basically have this model. Uh

Hot Warm Cold Lead Zones

Darren 13:45

we have lots of models. That's why I want to show my iPad. Uh so we have this model which is basically called the hot, warm, and cold. So hot is in here. These are the hot leads, these are the warm leads, and then these are the cold leads. So the whole goal of marketing is to get as many people into the cold bracket. We agree. Then the agree of then the plan of marketing too is to move people from being in the cold into the warm. And then when they're in the warm, we want to move them into the strike zone, which is the hot. This also looks like an arrow because it's basically a target zone. So the logic is if we don't have enough activity and the leads that come in are they're getting lost and they're getting thrown to the side. Well, when it comes to actually running our offer and getting people to buy our offer, what happens? There's nobody to give the offer to. So what we look at immediately is right now in your in your in your business, who do we have in the hot zone? Hot zone is someone who booked the call, didn't close. Who's in the warm zone? Someone who's a tip topper, who's flirting with your Instagram, always liking videos and and not booking calls. And then who's in the cold zone? Who's new? Who's new into the world? And why I love this is because the whole goal is to push more people into the hot zone, push more people in there so that we can give them offers. And if we have time at the end as well, I'll show you exactly how to run specific offers to these people to get them to buy in a strike zone. And if we take a step back, right now your Instagram is being used as like a marketing asset, but it's not being used as a business asset. And this is where we look to see who we can chip. This process is called chipping, chipping away at the leads so that we're able to find who are the right leads so that we can run offers to directly. Okay. So, last thing I'll say on the hot, warm, and cold zone is when times get tough, when you want to run your offer, when you need to get new clients, you're gonna need to know who's in the hot zone over and over again. When you're looking to pull people in, you need to have your marketing as a function to get people from cold into warm. And this is the process that we follow time and time again so that we're able to run proper offers with people. Cool. So I'm gonna give you actually two different scenarios as well. I'm gonna show you guys initially on this how to run an offer right now, like directly to to your to your clients. So, who here has like a business coaching program or person development coaching? So, what type of offer do you have?

unknown 16:23

Um the actual cost.

Darren 16:24

Yeah, or what's the what's the uh what's the transformation you get for someone? Uh business coaching plumbing. Amazing. Amazing, right? So for your offer specifically, when people are coming in, obviously, when they're plumbers, they have a plumbing business, they're not, they probably haven't changed because leads inherently don't change, right? They stay in the same position, they stay stuck until they're provoked to do something, which is called coaching. So, what we basically created here, and I'm gonna I'm happy to go as detailed as possible for you guys and get some feedback too, is I want to I want you guys to run a specific offer with your leads right now. So if you can think back to who is in your hot zone. So your hot zone is also people who are clients, current clients, and people who are so current clients that you have, they'll buy from you if they don't hate you. So the only litmus test is do you do your clients hate you? And if they don't hate you, they will buy from you again. People are often afraid to uh to run offers to clients because they're afraid it might upset them, which is a natural reaction for sure. But those people want to continue to buy from you. I think uh Ryan spoke previously about his clients stick around for five years. That's because he's constantly giving them new offers. So, what I want to help you guys with is actually making money, right? It's like this is what I really want to focus in on. So we're gonna focus on yes, setting, but before that, I want to focus on the current offers that you have, the current clients you have. We

The Re-Offer Strategy To Close Today

Darren 17:50

have a strategy which is basically called a re-offer strategy. So, what this is is people who've come into your world who like you, trust you, booked a call, didn't close. How do we get these guys closed today? So I'm gonna give you an exact framework and I'm gonna say the exact script as well outside out loud that you can you can mirror. So every offer, whether it's service or whether it's coaching, is based on four key premises proximity, speed, price, okay, proximity, speed, price, and duration. And we're gonna draw this out. So whether you're selling plumbing services or business coaching, it's the same thing. Proximity, speed, duration, and price. So if you look at this mastermind, which you've paid to come to, right? What you pay for is proximity. People buy proximity from the business owner. That's actually one of the core core levers that you can pull in your business. Proximity might be one-to-ones, it could be async communication on Slack, it could be an extra visit out to the site to go see the team. And what proximity is, is with your offer, you will provide more proximity to these people. Then speed is speed to the result. Why I asked this gentleman about what's the delivery he gets is because he gets a specific outcome for plumbers, helping them maybe you know grow their business, get more leads, all that kind of jazz. So speed goes up. Duration, duration working with you. If you guys run a coaching program, you could add in additional months. Okay. So duration is up, and then price is inherently down. I'm going to show you how this is down, but we're not dropping the price here. What's happening here is for people that are in a hot zone right now, the offer that I want you guys to run with them is looking at proximity. How can you go back to these leads right now and offer something? Okay. So what I would look at here is looking at how can we increase the proximity of one-to-ones or on-site help or on-site training? Two, speed, how can we fix it on it on a specific goal, getting you the result? Three, duration. Can we add in one additional month or two additional months in your coaching program or service? And four is price. Price will inherently go down if and only if you've given extra months. Okay? Everyone understands? So what this means is in our strike zone right now, in the hot zone, who can we hit? And a script, I'll just say it out loud, which is hey Elise, I know we spoke previously, it was an important value to you that you wanted to grow your coaching business. And for whatever reason, you didn't get started. What I want to help you with, we want to give you, we're launching our program or we're growing our program, we want to give you a specific offer. That offer is we'd love to give you one to two additional one-to-ones. I know getting more leads is important, so we'd focus in on that goal. We want to give you one extra month to make sure that you're super successful, and as a result, the price is the exact same, but you're still getting additional months. We run that re-offer strategy to people in the hot zone every single month, and we've done 100k a day for several, several days. And not only us, our clients run the exact same offer. So I really want you guys to internalize this. And please feel free to ask questions on this if you want me to refresh it. Yeah, go ahead.

SPEAKER_08 21:15

How do you contact them to do that?

Darren 21:17

Are you emailing them?

SPEAKER_09 21:18

Are you bringing up by you DM?

Darren 21:20

What are you doing to so I'm uh I'm laughing because I just ran a mastermind in Bali and we had everyone stand up and run this re-offer. And I gave everyone a script and I was like, no one's sitting down until you get someone to book a call. And one person said, but I don't I can't find my leads. I don't have I don't have access to my leads. And I said, How how do you not have them on WhatsApp or their SMS? Like, how do you not have their number? And he said, I never asked for them. And I said, Of course, you're not gonna have the leads if you don't ask for them. So one step is, and I'll show you even with our software, is like when they book a call, you need their phone number for sure. When you have their phone number, you have their WhatsApp. I I know Australians don't use WhatsApp as often as as people in America. But whether it's WhatsApp or whatever, you bring them straight to WhatsApp because they have to be in your warm zone, your hot zone. Not every so you should have little, very little people in the hot zone. Because 50% of these people should be closing. And that's the way the second part of this conversation is going to be about getting more people in the hot zone, right? But for now, with this re-offer strategies, whether so let's take a step back. From like a psychological perspective, if they're on email, they're inherently distant. They're just distant. They're over here. So we want to move them across to WhatsApp or SMS. So if you book a call with someone that doesn't close, you hit them straight away on WhatsApp, it's like, hey, thank you so much for your time. I really appreciate it. I know timing isn't perfect right now. We'll catch up soon. When they're on WhatsApp, guard us down. More informal. Go ahead.

SPEAKER_07 22:42

So even if they originally came from your DMs, you would still then move them to text over.

Darren 22:46

100%. It's like a friend. And this is where we imitate uh informal behavior. On WhatsApp, messages are short, like your friend. It's like, oh, I'm going to the bar. We want to make that as informal as possible. Because a lot of you guys are coaches.

SPEAKER_04 23:00

Go ahead, can you please just reiterate questions when you are the room?

Darren 23:05

Yes, of course, of course. Yeah, perfect. Um, so one point on this is uh the reason why I'm so adamant on informal communication is because you guys are coaches, like you're helping people go through sometimes the most deepest, darkest parts of their life. So they need to they need to feel you, they need to know that you can help them for sure, and your model is the same. Because my model is my model, but the biggest thing is you need to feel me, right? And especially if it's coaching like this. Your question, sorry. Sorry, um, what what if the app actually gonna want the call to present the actual offer? Then they're not in their warm zone. So the question was what if the person is not on a call to give them an offer? And that would literally mean they're not in the hot zone. So when it comes back to this re-offer strategy, and like and just for context, like we absolutely rip this model. Like, isn't it's that's why I want to teach you this first, is because this should make you really excited because it's always the same. Whether it's enterprise software or it's or it's biz op coaching, it's the same thing proximity, speed, price, and duration. But the nuance is they need to be in the hot zone. So we need to get those leads in there. And you know those leads that book a call, and just for some reason they didn't buy, they had some mental reason why they didn't buy, and you're like, damn, I could help that person. That's who this is for. And then the whole reason of like the lead generation and getting more leads is to get more people in the strike zone, because not everyone's gonna close, but we can improve the close rate tremendously through this model, which is beautiful. So, for context, I just completely went off my structure to teach this. So we're gonna go back to center for a second, but that's the reason why I want to show you this, is because what is the purpose of this? The purpose of doing marketing is get people in the cold. The purpose of DM setting and setting is get them in the warm. And then when they're in a strike zone, one and two people are gonna close over a long enough time horizon. And I'm gonna help you guys manage the leads, organize the leads. I'm extremely technical, right? Extremely helpful on like the logical side. So that's what I really want to focus in on.

DM Setting Framework For Booking Calls

Darren 25:00

Okay. So, second step on this is let's focus in on cold. And oops, let's focus in on cold and let's focus in on uh the warm. How do we get them? So let's just go through the the setting framework. Okay, so the framework for setting up here. Okay. So as you guys mentioned, you already explained to me that when you guys put out content, you don't talk to the leads. The reason why I started in the beginning saying you have to solve a painful problem for a specific user that's easy to find online is because the content you put out just has to solve a very painful problem for them. So we discussed earlier how you help parents help uh their children with sleep. That's a very painful problem. And the consequences of the painful problem is they don't sleep, maybe there's a bit of turmoil at home, maybe there's a bit of um struggle with uh in the house. That's a pretty big problem. So for yourself, the marketing content you're putting out is showcasing how your solution solves that problem. You're showcasing your story, your origin story, and I'm gonna show you those videos, don't worry, but you're showcasing exactly how you can generate that interest. The reason why I'm so fixated on problem solution marketing is because the DM process is problem solution, but it's one-to-one. Because all marketing is, is a scaled conversation. So you work with primarily maybe women and their children to help them with sleep. I imagine that the same conversation you'd have with someone else is the same conversation you'd have with somebody else, which is what marketing does. But when we move into the DM process, I want you guys to just follow a very, very simple process, nothing crazy. We teach sales, right? But I'm gonna take this as simple as possible, which is what's the pain? What's the problem? Make it personalized, introduce the pitch of the call, and look at the process. Map out the process. And I'll keep the last one in a second. So the reason why I'm showing you this initially is because our setting framework is the same as our call framework, right? And you know, there's all different when it comes to like sales and everything, everyone's like, is it B2C or is it B2B? It's person to person, it's P2P. They're just humans, right? So at the end of the day, we're trying to find a very specific pain point with the user. So let's just say someone interacted with your content. I'm sorry, I'm gonna pick on you again. Uh, they had an issue with their with their baby, couldn't sleep. I would go to that person and be like, thank you so much for engaging with the content. I really appreciate it. I'm really trying to grow my brand. Is this something that you're actively working on yourself, or is this a problem that you're trying to solve? Because we're trying to we're tying our problem or marketing to the problem. So is this something that you're actively working on? Are you currently trying to grow your plumbing business? Are you currently trying to get more leads for XYZ? Or specifically to do with the content. I saw you liked a piece of content on how to get more leads for my plumbing business. Is that something you're actively doing? And we're showing that personalization. So one problem, sorry, one pain point per specific user. And then, so again, if you're trying to think about this, it's follows a P structure. So it's all it's all about P oriented. So then someone comes back and they say, Yeah, that really hit me. Like this is a real big problem that we're trying to solve. And then we start getting into okay, why is this a problem for you? Like, how does this manifest in your life? I can't get enough leads, I can't grow my business. Okay, how is this showing up? What is the current state? So, current state, how does your current state look right now in your business? How much money you're very basic shit. How much money are you making? What where are you right now? Very focused in on the core, core, core problem. And why I think this is why I focus on this approach is people think er everyone thinks their problem is the most is the biggest problem in the world. So I want to acknowledge that. Okay, I want to acknowledge that their problem sucks and they want to solve their problem. So it follows an ACA framework. Okay, acknowledge, compliment, ask. I want you guys to be the most inquisitive people in the world. I have a podcast for the past six years. I'm naturally quite inquisitive, but I'm I'm always asking questions about people like, like, why is it like this? Like, why is there a business like this? Why aren't you online? Why don't you have an online business? You know, like how are you getting leads? How does referrals work? Like, I'm just like so perplexed by things, and like that natural curiosity, like in a world of mediocrity, people love people who are obsessed. So having that natural curiosity to be like, okay, what does the current state look like in your life right now? Then we can start mapping this into looking at where do they want to get to? So, what's their future state? What does their future state look like? I want to have a business that generates leads on the autopilot. I want to step away from my business. I want to have more time, I want to have more flow in my business. All valid reasons. Absolutely. What does a future state look like? And most importantly, what's the root cause of them not getting there? So where they are right now, current state, where they want to get to, what's the gap between the two? What's their underlying reason? One, it could be information, so a lack of information. Two, it could be a lack of implementation, right? Information or implementation. Or it could be a skill deficiency, skill knowledge, all that kind of jazz. But what's interesting here is when it comes to like, you know, a sales technique, a sales process, I actually never really really talk about the future state a lot. Because like, you know, I agree that you always want to sell the benefits and you want to sell the Maldives and sell the transformation. But how could you sell the Maldives if you've never seen white sand before? It's very interesting to me because people are always focused on like sell the benefits, sell the future, sell the end state. But if you're stuck in the middle of nowhere in Australia and you can't get leads for your business, and you got mortgage payments coming up, you don't give a shit how the Maldives looks. And that's why for me, I'd like to really, really focus in on the current lived experiences and how can you genuinely help that person in that moment, which gets to the next section of personalization. Because at the end of the day, people just want to feel seen and heard and understood. 99% of all of your sales processes make people feel seen and heard. So what's very important here is you guys, as the aspirational identity, which a lot of you guys are, the future state, you can make people feel seen and heard by who you are. So let's say you've done it for yourself. So again, you know, we've built a successful consulting business and a software business. We also helped 600 coaches do the exact same thing. So, because of that, I can make someone feel seen and heard that where they're at right now isn't um isn't it doesn't there's nothing wrong with them effectively. And that's what personalization is. It's okay, so Darren, from everything you told me, don't worry about a thing. This is the exact same position that we're that we're constantly in over and over again. And why I like this process is because when people are coming in and they're liking what you do and maybe they follow you. And I actually saw a couple of your Instagrams before, I saw Morgan share a couple of your profiles. You have great profiles, you have very energetic and magnetic brands, but people need to see that it's about them. And this is why I never use I language in anything I do, to be perfectly honest. It's always you or your language. Apologies for my Irish accent. But what that would mean is tailoring the problem to them, asking them where their current situation is, what does the problem feel like, making sure that is this a priority for them? Because you don't want to waste your time, we want to make sure is it a priority to them. And we follow this structure because the pitch, the ask effectively, is very simple from here, which is thank you so much, Darren, for sharing this. I know you feel like you're in a position right now where you might not be able to get the leads or XYZ. What I'd love to do is walk through how we can help you. Always ask for permission. Can I walk through how I could help you? Yes, I'd love to see how you could help me. Okay. Remember that specific problem that you had? Here's exactly how I could help you. I'd love to set up a call with you directly. I'd walk through exactly this topic in a bit more detail, and I'd love to map out the exact solution that we could provide you. How does that sound? That sounds amazing. So we need to generate interest, ask for permission always. And at this point, I've never said anything about myself because people aren't stupid. You guys aren't stupid, right? You guys could check out my page, you could see everything I do, you could see testimonials. I don't need to convince you guys of anything because you're gonna go off and do your own due diligence. So that's why it's less I, I, I and all about you. And then from this position, then we have a scenario where people book in calls. So they book in a call from here, so call booked, and then we walk through the process from here. Okay, so I I wanna I wanna make sure that everyone understands this. So, does anyone not understand this? Like we teach this, this is not easy. I'm trying to explain, you know, six years of my life in two hours. Feel free to ask me any any questions, no stupid questions on this. And I guess I'm gonna give you a bunch of stuff too on this as well. I'm gonna show you like specifically how this is done.

SPEAKER_01 34:36

Yeah, and you book at the call through the DM, or are you booking the calls through the conversation to book it on the call?

Darren 34:42

Uh say that question differently. Uh so you're saying are you booking it in DM? Yeah. Yep. Yeah. Yeah, exactly. So I'm gonna show you exactly how we do it. So basically, I created a thing called a sales brain, which is absolutely everything I know from booking thousands of sales calls over the years. And this is like what our team are trained on. So this guy here, Nathan, this is literally what he's trained on. Uh, again, we train sales teams, we scale sales teams, founder founders as well as uh sales teams. So I think our kind of nuance in the industry is that we teach founders sales, and yes, we teach

Booking Links Plus Qualification Questions

Darren 35:20

sales teams too, but we mainly focus on founders. So I actually pulled this up deliberately because I'm gonna show you exactly what to say. Now I'm also gonna share this with you later, so you're gonna see this backwards later, and you can check it out on the recordings. But it's very simple, you have to ask for permission. From everything you told me, the good news is we can definitely help make them feel relieved, easy. Would you like for me to walk through next steps? And this is why I'm saying when it comes to like my approach, just copy me. Just do it just do it this way. You don't need to like overthink it. Does that make sense? So, this is if you have a sales team, if you don't, I'll I'll change it. But it says, perfect. The best step from here is to set up some time with me or my team. This is exactly how we I'll walk through exactly how we'd approach this and what that path looks like. Here's a link, and I'll be online for the next five minutes. Please let me know when you've confirmed. I've built my entire software company off these last lines because what I've what I've proved through software is that people don't do things. Like they just they don't inherently do things. When you ask them to book a call, they don't book a call. So we need to bring down that period of time to get people to book a call in that moment. Like in that moment, they book a call. So we use the right language to increase speed through through the through the funnel. And look, whether you're booking one call a week, you'll now book three calls a week. Whether you're booking 10 calls a day, you'll book 30 calls a day. So this logic increases speed throughout throughout the funnel. And I'll and I'll I'll actually prove these numbers to you with my own sales team when I go through stuff later on. Okay. So to your point about the link, the link that we send them is effectively like this link. So this is a booking, a booking call link. So this is also my software company for context. So this is like the lead form. So basically, we created a piece of technology that was able to track leads before they booked the call. So this is like super ninja stuff. So usually people that come in and hit a funnel, they bounce. So when someone hits Calendly, they check it, they look at the calendar question, they look at the calendar availability. Someone's asked them 55 different questions, it's easier to apply for a mortgage than it is to book a sales call. So what we did was we reversed the logic so that when someone hits this button, we track the lead. So we're able to use like proper ninja stuff, it's all compliant, it's all regulation compliant and everything. But this starts the journey. And you'll see some crazy stuff that people hit the funnel like six times before they book a call. Because they're like washing the dishes and then they're going into the car, and then they're like, oh gam, I gotta grow this business, and they keep coming back to the funnel. So obviously, I'm gonna go into this in a bit more detail. But why this is really helpful is because back to your question earlier about the data, when someone puts in their phone number here, and this is my phone number, um, when they put in the phone number here, we're tracking that data. So all this data is saved on the fly. And why that's really important is because you're gonna see the same people hit your funnel again and again and again. And when we start sending follow-up messages, you can kind of be a little bit uh cheeky about it, which is like, hey, like I saw you try to book a call like six times. We've been chatting in DM for four months. We can definitely help you. I know you have a problem. Do you want to book a call? Uh, and this is how we create the gap. Okay, so we create the gap. So if I was to show you back here this process of pain problem personalization, I'm gonna show you the same process here in terms of how to book the leads. Okay, so I'll show you the back end and our software company, a bit not as applicable right now. But what I want you guys to focus in on is how do we book qualified calls that are gonna show up on the calendar and actually close? And the biggest thing here is how do you ask questions? Okay, so let me ask you a question. So, who here uses like Calendly or one of those things? But then when you book a call, there's no questions, no application questions. So does anyone have no questions at all? None, okay. Does people have do people usually have questions? Yeah? Okay. What that question will do is I want you guys to follow the call structure. So in if we're if you're selling business, business offers, we want to look at where their revenue is right now for yourself, where do they want to get to? So current state, future state, how much are they willing to invest, if it makes sense? Do they have the financial resources and are they the key decision maker? So when we get into the sales call process and you've gone the whole way down the funnel, and then someone says, I need to think about it, or I need to speak to my partner, excuse me, my partner is a typical one here. We stop that with logic. And the logic is having the right questions in here to make sure if someone says, No, I'm not the decision maker, the call won't take place. And we actually have built out logic in the back that will automatically DQ these people. I'll tell you that later. But I'm trying to create a machine effectively. I'm trying to create this machine that I don't need to worry about, that you guys don't need to worry about, that gets set up, books leads, people show up in the calendar, and they close. Very, very simple, you know. And this is how I haven't taken a sales call in like two years, right? And I could take a sales call if I wanted to, but I don't need to because I know that we're getting the right leads that are coming into the funnel. They're coming in, they're showing interest, and we're putting them in the right categorization. Everyone sounds good? Awesome. Okay, so let's keep going on the setting side. So what I and again, I'm going off random tangents deliberately because I want to show you guys like how do we actually increase throughput through the funnel. So now that

Show Rate Fixes With Pre-Call Assets

Darren 40:55

you've guys that are booked on our call, they're booked in a calendar. Okay, so they've booked in a calendar in here. I'm gonna show you a series of assets right now to get people closed. And this this is this is funny because this isn't based on like sales coaching or anything. This is why I'm very, very focused on sales operations. So the crux of our business has been scaling, you know, to half a million a month up to nearly a million a month now, uh, on the way to a million a month in USD without changing strips and stuff and all that kind of stuff. It's about tightening, tightening this down so that people come to the call and they're like, I like this. Two things. I logically can see that this solves my problem. I emotionally or I feel the business owner, and then three, I know that there's a lot of value from joining the program, the service, whatever that may be. So that's called a tree yes framework. I'm actually running an entire event based on this framework soon, which is just do they feel you? Do they logically understand this makes sense? And is there enough value to get this result? And we can help our prospects do this without actually even having to speak to them, which is kind of awesome. So, how we do this is call us both. Okay, who here has ever had a no-show? Awesome. Who here knows what their no-show rate is? Yeah, that's the problem. So the thing is, people don't and me too, right? I I used to be afraid of sales, but especially the sales numbers. Because when you look at like booked calls and show rate and close rate, it's kind of like scary, right? Because it actually means two things. The first thing it means I have to take I have to do something, admin e, which is a bit of a pain. And then two, what if the numbers aren't as pleasant as I want them to be? Which is kind of the reality. So 2023, 2024, I was kind of like in this world of trying to be a bit ignore it, ignore the numbers. But what I learned was the more that I could track the numbers or stay on top of the numbers, the more progress that I would make. So the way the then the best analogy, it's like trying to lose weight without owning a weighing scales, without tracking your food, without tracking your workouts, and without tracking your sleep. Now can you lose weight? 100%. Absolutely. You can walk in the beach, you got a beautiful beach here, you walk in the beach, you can go to the gym. But are you going to make as much progress? No. And when we start to kind of like grow a business versus just kind of like a lifestyle, the minutiae is important. The details are important. But the big thing that I try to solve, which we've solved through software, is tracking everything automatically so you don't have to do anything. So, like using AI to track all the book calls, look using AI to track all the close rate and the show rate, so it's out of the box, so that we know that leads are closing. And I'll show you some of that stuff later. Because when you have a good hold of the data, and I mean like you truly know your data, you look at it and you're thinking, damn, I gotta improve my clothes rate, I gotta I gotta do something about this, I gotta improve it. And how we do this is is uh through a four-step process. So you book a call. The first step is you have to get people to hit confirm on the button. So you know when you book a call and you get an email, it says confirm. And if you don't hit that confirm button, it doesn't go to your phone, it doesn't go into your calendar. And 90% of people who don't hit confirm don't show up. 90. It's wild. And basically, one in two people hit confirm. So very simple. Can you he please hit confirm? The second is getting people to watch a thank you video. So this sets expectations. So all relationships, professional, personal, romantic, resentment comes from an unrealized expectations, unrealized expectations or unmet expectations or discussions that were never had. Whereas if I can set my intentions very clear, which is if you book a call with me, and in two minutes I explain that we're gonna walk through your business, show you where you are, show you where you want to get to, I'll show you some case studies, I'll show you a process, I'll show you a model, and if it makes sense, I'm gonna give you an offer, and if you want to buy it, you can buy it. That sets very clear expectations. So I'm gonna show you that video. The third step, and this is probably enough, is a free training. And I'm gonna share these assets as well with you guys. So we created a three-hour free course. You can yours can be 30 minutes or 45 minutes, which goes through your model. Here's how we get leads, here's how we close them for my plumbing business and XYZ. We share these assets with our leads so that they they understand our model. Because if they can understand how we help them, what's gonna happen? They're gonna close. And then lastly, we have our origin story. So for yourself, as a as a coach that's helped me with sleep, I think the biggest thing is showcasing who you guys are, right? Your values, your model, what makes you unique, what are the weird kind of quirks you have? What I always say is like when you guys were in school, you know, back in the day, your teachers would put you down for your weird quirks. Now, as an entrepreneur, you want to leverage them as much as possible. So, like, if you're like I have like six dogs and they run around the office every day and it's chaotic. And it's like that's interesting. And it attracts people who also have dogs. And then we're all values aligned. I'm also married. I got married quite young. That also attracts people who are equally married. And it's you don't need to go search for things, you just need to share what you have. And that's why I asked you earlier, I was like, what got you into coaching parents about their baby sleeping? And you told me the story and your eyes lit up, and I'm like, ah, that's your origin story. And and people love that. You know, people love that stuff because in a world of information overload, in masterminds with information overload, we gotta bring it back to the center. Okay. So let me just show you this in practice. Yeah, go ahead, man. Do you send them as three individual videos? I'll show you. Yeah. So the question was do we send them three individual videos? So we just basically got this process so dialed in that we don't even need to do anything anymore. Like I'm actually being genuinely serious. It's like the first step is they book a call and they say, you say, here, one quick thing, can you please hit confirm on the calendar? If you don't hit confirm, it's gonna hit spam, you're not gonna show up, and so on. When they say got when they say confirmed, you just say, okay, cool. Basically, I created this this this thank you video that's gonna walk through what to expect on the call. So this is a two-minute video where I just say, Hey, here's what's gonna happen, here's how we're gonna help you. I also have these videos down below here. So this is a confirmation process. This is like what results can you get, who's in the program, how can we help you, what's included in the service, and so on. Okay. You could just have it as one video. And the reason why we do this is because one, they're like, okay, this stuff is dialed in, they have the right expectations, and then they say yes, confirmed. So generally, what happens, and I'm gonna draw this out. You you you you said it, you actually raise a good point. We then have this training, okay? So we should we put together a training, and we which is sorry, this video. So this is like ultimate guide to scale your scale your offer. I being fully transparent, I literally just smashed a bunch of coffees and just recorded this all in three hours, and then we upload it on YouTube. And this is our this is our most valuable piece of content. Because I just I went into my office at home and I just rambled for three hours, and I was like, this is everything I know about how to scale a high-ticket offer, and that was it. So we share this over with people, and they're like, this guy's absolutely insane. I'm like, awesome! And again, it's trying it attracts a certain type of person, right? Because we basically help people build an offer with their content and their sales process, so that then in the in the setting process, we say, Okay, here's a free training that breaks down the exact strategy. We help you. If you want to get the most out of the call, go to this section, you know, 20 minutes in, 30 minutes in, 40 minutes in. So the life cycle or like the process kind of follows this. So calls booked, okay. Let's say the call is happening in three days, and this is consumption. What this means is how much consumption people consume. One, three, five hours. So the path we gotta get people to follow is this. So when the call's been taking place, they're at max consumption. And then the logic is when someone books on day one, they watch a thank you video. On day two, they watch the free training, and on day three, they watch the origin story. If you watch five hours of someone before the call, are you gonna close? Absolutely, you're gonna close. Because you you understand the model, the method, the mechanism, whatever. And the whole logic is you split your calls into two processes. Two processes. Are you educated or are you looking for education? So if you get to a call and someone's like, tell me about how you can help me, it's like wrong lead. And if you've done everything you can, so let's say you've send over the trainings, watch this, watch that, and they still didn't do it, they're probably the wrong lead for you. Let's be fully clear. So I look to see can we get people who are who are educated? They know the model, should I say? They know they know the model. Sorry, educated is on this side. Yep. Understand the model, and they've watched all the assets from here. Sorry, question?

SPEAKER_09 51:05

Yep. Um, we're sure jumping this forward space. You throw all that down on the AMA, but yes, watched all that have exactly consumption.

Darren 51:18

Oh, so so you can't you so the question is uh can we track how much they've consumed? Uh you can't necessarily track directly how much they've consumed, but it's a it's a leading indicator because they're gonna come back and say, yeah, got it, yes, and so on, you know. So we're looking for behavioral patterns because it's important that you educate your clients on how to operate. Like it's very, very important that you you educate them on how to act. So if I just for context, right? If I put out all this this assets and I'm a founder and I'm taking all these calls, and I stayed up late because the clients in America and I'm based in Australia, and they didn't watch these videos, and they're looking for me to convince them on a call, I'm like, this is not the right lead for me. You know, it's like a relationship, right? It has to work both ways, and that's why for me it's like I've I've bought the ingredients, I went to the shop, I made the dinner, and you didn't show up. It's like maybe maybe you shouldn't come to dinner in the first place.

SPEAKER_08 52:15

Is there a price point for your high-ticket item that this system works, or if the price point is too low?

Darren 52:23

So the question is if is there a different price point for this? So what's the offer that you sell pricing?

SPEAKER_08 52:30

997.

Darren 52:31

And you're taking a sales call for it?

SPEAKER_08 52:33

I I'm just launching it now. Yeah, so obviously one I'll be selling it well.

Darren 52:42

Yeah, that the 5k offer was probably the best fit for this. I think without knowing more context, if it is $1,000, I would suggest that you could sell that without a call. And I I can even show you how we can actually do this through the software too. It's basically a DQ flow. So just for context, someone might come to work with you and what's the offer specifically?

unknown 53:04

Uh to do a 12-week online course course.

Darren 53:06

To do, sorry, to achieve what?

SPEAKER_08 53:08

To do a 12-week online-week online course.

Darren 53:11

To achieve what goal?

SPEAKER_08 53:12

Oh, to help women find their focus joined by tell the needs and second half a bit of life.

Darren 53:17

Amazing. So actually, we work with a bunch of women that have like menopause offers to help women go through menopause and get back to careers. So there's someone very comfortable with. So in that instance, your application process would be like, hey, you know, what's the capital you're willing to invest? Two to four thousand or one to two thousand. Uh, are you ready to get started? Are you the decision maker? Are you in a position to get started? If they say yes, yes, yes, they book a call. If they say no, no, no, they move to a different landing page for 997, they just buy it. You know, and and that's so again, the biggest thing here is throughput. How do we get volume through the through the funnel so that the leads are actually being set, closed, shown up, super dialed in? Okay? Amazing. Questions on this directly? No? Okay, let's keep going. So when they book a call, okay, they're they're in the zone, they're in the strike zone, they're ready to get started. And then we come back to this process down here, okay? Which is the sales operations. At this point, and this is kind of all gonna make sense now, it actually ties in very, very nicely, and you guys have actually pointed out the questions, that's why I'm very happy

Tracking Leads And Sales Admin With AI

Darren 54:30

to be asking, getting feedback and getting direct questions. Is how do we get people to book the calls? And if they don't book, what do we do? So I'm gonna show you the different categorizations, okay? So basically, you've seen a lot of it from the front end, but this is basically our software company aura, okay? So what happens is someone comes in in chat and they hit the l, they hit the link. They try to book a call, they hit they hit this lead, and they bounce. Okay, so what we what we looked to solve was how the hell can you track the leads and get them back on a call, basically. So what we did was this might look like it might look like uh Calendly initially, we looked at building out a scheduler, so building out a way to track calls, and this can be placed on your website or whatever that may be, so that when someone's actually coming in, we're able to track them. And this is the stuff that prospects don't see. When they come into this world, they're gonna fall into one of three specific categories. Okay. Did they hit the funnel and did they bounce? Which is very common. So they come in, they hit the funnel, they bounce. You know, every single day you wake up and you see 107 leads came in in the past seven days that hit the funnel and bounced. What do we do with them? We go back to NDM. At least, I saw you were interested in booking a call, but for whatever reason you got scared. Do we want to book you? Do you want to book in again? This is how we're seeing increase in lead flow of 300, 400, 500%. Because we're able to increase the amount of leads by capturing them on the fly, basically. And you know, we work with like some of the largest sales teams in the world, we work with Morgan sales team, uh, people like Ryan Morseby's sales team that are based here, work with a lot of big sales teams in across the world. But forget the sales teams. What about the small guys? The small guys, quote unquote, don't have access to this information. Like this isn't possible. And why this is really interesting is to your to your point about the 997, when someone comes in and they try to book a call, but they're unqualified. So this is the form that you just saw, they try to book a call and they said, I do not have the financial resources to get started. In that case, we send them down a different flow. So, what the beautiful part about this is they come in, oops, sorry, they come in, they try book a call with you. And when they try to book a call with you, we have to have the right questions to make sure that we have the right leads coming in. When we do put in the questions, we basically send them through DQ flows. So if they do not have the financial resources, they can't book a call. And then if they don't have the financial resources, they get sent to a different custom page. And then the answer to all of this is all you gotta do is go back doing your marketing, get more leads, post more content, get more people coming in. When they come in, we have a way to filter out the leads, and all of this is actually being done with AI to process the leads. So we now have this scenario where you have tre you have three different buckets. You have people that are interested, that bounced, disqualified that we don't want in the funnel, or qualified. So these are people who put in details. Okay, hold on. They put in details and they didn't book. Uh this is a better example. Yeah, okay. So this company came in for a consulting offer. They are they're making half a million a month. They want it, that's the highest end, they want to make over 100k. Um, they're they have 25k to invest, they're qualified, but but they didn't book. So this to me is an A-grade lead. It's an A-grade lead, it's a top grade lead. We got to care for this lead as possible. I want to see where this where this lead came from, all this kind of stuff, okay? Because then we want to go back and set these people. So these three kind of columns here are generally they're not possible to find. Usually, they're just kind of swimming between Instagram and they're coming in and out. So, question for you guys right now. Anyone have a how how do you guys track your leads right now? Spreadsheet?

unknown 58:43

Yeah.

Darren 58:44

Spreadsheet? Is it is it a nightmare to stay on top of? Yeah. So we did that. And that's why I'm not saying this being like, oh yeah, like you know, it's easy, it's easy for me. It's like it's actually the opposite. It's like that's a good process in the beginning because it can be very customizable. Jenny met her at the coffee store, we got on really well. Here's a bit of details about it. That doesn't scale, and it's very tough to kind of grow the business as a result and scale the business. So, what we tried to do here, and what we actually we achieved here was how do we build out a sales process that's fully uh AI driven? So, what that means is there's no human interaction. So humans can't interact with this because what we found is the best sales reps in the world are generally the worst of sales admin. And you know, same with you guys, right? Your founders, you got into business because you love business, and you got into business because you loved helping people, but you didn't get into business because you were great at sales, and that's this whole like dichotomy in the coaching industry is like, oh, I love what I'm doing, and I love personal development, and I love helping people, but I don't actually have the skills. This is how we made this simpler, okay. The second side of it then is all these like states of when you're working with leads and when you're interacting with leads and when you're engaging with leads, all of this is driven with AI. And why why this is really interesting is because you take a step back and you don't have to do anything, all you have to focus on is taking the calls. So, what we're gonna look at here is we're gonna look at one specific call here that we took and was taken by our team. And not only was it taken by our team, it wasn't closed. So you can learn all the sales frameworks in the world, but what we've learned over the past couple of years is people want done-for-you business, they want a done-for-you sales process, and that's basically what we achieved, which was how do we use AI to track every call, to manage every lead, and to analyze every call? So we basically build out AI coaching, and as you see, my my sales rep here is gonna get rinsed because we looked at what was the frame he set, what was the discovery process, Ryan was helping us beforehand, what was the gap created, did we do financial qualification? Did we build out a pitch? Did we do an objection handling? Did we have the close? No. And why this is crazy is because from someone who sells sales coaching, you don't fucking need it. What you need is one specific piece of help per call. So the next call is better than the last call. That's it. One specific piece of help. Because if you try to change too many knobs at once, you blow up your business. You just blow up everything. So the best part about this is just being able to have look, a quick insight into what happened, okay? What's happening in the call, how does the call be run, how's the call run? How do we rewrite your language? A lot of you guys work with Morgan on speech, tonality, communication. We need to rewrite a lot how things are said on a sales calls and giving you guys like direct access to that, okay? And then also what's the action plan? So, how do we actually improve the calls? So, again, our three core values here are how do we drive more leads? How do we increase the close rate, which is analyzing your calls? And then, lastly, most important, then is how do we remove the sales admin so you can go back and do your most important parts. The biggest thing is to scale your revenue from where you are right now to where you want to get to, is actually not about like actually doing more. It's actually about just like following a process and following a systematic process. And then if you're using like any sort of sales coaching, whether you're looking at something like Aura, you're looking at something else, whatever. But we need to like actually get better. So, where what I really want you guys to take away, and I want to kind of go back and kind of ram like wrap up

Pipeline Follow-Up Script That Reopens Deals

Darren 1:02:30

all this together, right? Is when it comes to the leads and the lead flow, the three separate areas are hitting the leads, they're hitting the funnel, we're tracking them. We're taking the calls, we're improving the close rate. And the last thing then is we're not doing all the sales admin. So, one thing I want to show you in here is a lot of you guys, you heard about follow-ups, and a lot of today has been about following up at leads and stuff. But how do you follow up at leads if you don't know where they're? So, this is what's really interesting, right? Is everyone's telling you how to do follow-ups, but if you just look at these four sections, so these are people who booked the call, they completed the call, no showed, follow up, and they lost. So, when people book a call with you and they don't buy, that process is called pipeline selling. You want to go back to these people with a specific offer. So combining the re-offer strategy that I just explained over here, re-offer strategy, okay, combining this re-offer strategy, it all fits together, right? All pieces together, combining the re-offer strategy to hitting the right leads. But the next question comes up saying, Well, what if someone booked a call and it didn't close? What are we gonna say to them? Or how like what are we gonna do with what are we gonna do? So this is where we built like an AI note-taker that not only just you know takes the notes of the calls, but analyzes the calls, gives you actual insight into what to do next. So when someone has booked a call and you're selling pipeline and you're selling to them in like 30 days, 40 days from now, we need to have the actual clear step-by-step guide on what we want to say to them, which is what we help with. So basically, specifically, hey, this person struggled with this issue, let's follow up with this way. So when you go back to follow up with value, whatever the hell that means, you want to f you want to follow up and solve their problem. People don't care about value, they care about solving their problem. So, in this instance right here, where this person struggled with what did they struggle with? Um so in here, they need to speak, they need to speak to a contact or do some of this. Okay, got it. This lead in particular, I want you guys to follow the exact same script as this. When you're trying to follow up with your leads and you're trying to get people to reactivate, reactivate the leads, I want you to follow a very simple script, which is hey Darren, I know when we last spoke last month, you struggled with X problem. Losing body fat, improving muscle, growing your business, getting leads, fixing your plumbing business. Did you solve that problem? That's it. Because people don't solve problems. They don't. Like they just straight up don't. So that's the reason why we want to say, did you solve that problem? And now, not having to have a spreadsheet, you can basically just have all the leads here, the exact protocol of how much leads do we have, like what's the process. It's all driven by AI, it's all given to you by AI with AI with AI, in such a way that when you do uh what we do is sell the pipeline. So sell the pipeline in 45 days, we know exactly where the leads are, we know exactly what their problems are, and we know exactly how to basically get them to buy. Long story short. And then we're left in this exact state whereby we have our sales process in one simple board. We know the leads coming in, and we know all the leads who didn't close that we need to hit to get them to get them to close. That's it. They're wrapping up to two different points. Leads come in the door, they're tracked, leads get closed, they're getting tracked. And then all the the sales tricks you want to you want to say to them, do whatever you want from there. But you need to have a good understanding of what they are. Now, again, you know, you mentioned you're using a spreadsheet, right? I was using a spreadsheet from for many, many years with this, and it's chaotic, like it's totally chaotic, to the point that you lose leads and it's some it's the gap, you know. And I think if we take a step back, the whole conversation for today was how do we make more money than ever before from the leads that we have who like you, trust you, been following you online, been following that entire process, but have never been asked to the dance. That's it. To keep it very simple. So let's go back and kind of recap if you don't mind. Okay, let's have a look, quick look at the kind of process. So when it comes to KPIs, and when it comes to the targets, I'm gonna make sure we're okay for time. Yeah. When it comes to the KPIs, let's start the build out. So let's make this super, super actionable, right? Let's create a bare ass minimum target for all of you guys right now. So let's just say you're managing your sales yourself. Let's just start with a target. Let's start with a target of 30 a day. Can we hit 30 leads a day? Can we hit 30 new people that come in a day? 30 follow-ups. Okay. Can we slowly step that up? For sure. Can we improve that and drive up that process? That's all I want you to do. The next part then is the framework. I want you to follow the framework that I explained. You're gonna be able to go back over this video. What's the pain, problem, personalization? What's the pro what's the process? Sorry, what's the pitch? What's the process? Follow that call structure too when you get on the calls. Then how do we optimize the show the show rate? I don't want you guys taking more calls, I'm wanting guys taking better calls. How do you take sales calls that people show up and they're actually gonna care? We have the right thank you videos, we have the right uh free trainings and the origin story content in here. And then lastly, how do we get people to improve the close rate and actually scale? Like, how do we actually scale our business? Is by optimizing this process. And the beautiful part is you don't even need to do anything. Like that's actually that's actually the irony, is like our goal, like my actual goal, is like done for you. It's done, it's done for you basically. All you need to do is go back and focus on marketing then. But it might if you could take one thing away, you can't outmarket a bad sales process. And people will sell you this on the internet and being 100% transparent. People will say, just market better, do a dance, do this, get more leads, and they're gonna buy. It doesn't matter because some people are not in the buying zone, and we need to take care of that threshold, which is a huge, huge market. One of my friends, Matt Lakovich, he's an Australian guy, he's based in Sydney. Uh his analysis was crazy. It was 97% of leads that he spoke to were not in the position to buy right now. They're curious, they're problem aware, but they're actually not in a position to buy. So, what does that mean? It means we need to have the right process in place, the right tracking in place, the right framework in place, the right skills in place, and then you just rinse and repeat it. And then your sales becomes this machine that

Q&A Two-Call Closes Urgency Phone Numbers

Darren 1:09:40

we can rinse over and over again. Awesome. Okay, let's take some questions, guys, in a second as well. And I'm gonna run through this in more detail as well with Morgan. We're gonna run through absolutely everything. So, at a high level, this is a kind of the full overview. Uh, there's the the lead process, there's the sales process, and the closing process. Now, all of this is gonna be inside of the program as well with Morgan. So you're gonna be able to go back over a lot of this stuff. We are working very, very closely with Morgan too on this as well. So we'll be able to actually help you guys more on the sales process as well. So you will be able to get access to Aura as well. We're gonna talk about this in more detail. So you'll be able to get access inside of the program, inside of your program as well with Morgan. So we're working directly with Morgan right now for building out all of this with it with his team and also being able to get more access for you guys. So what we're able to actually give you guys is one-year access to the program, to the platform. We will actually personally build this with you guys. So we will actually build this out for free with people, and then we'll also give you sales cook uh sales coaching directly on this, so on the annual plan. So the annual plan is it's like $970, $950, and we'll directly work that out too. And we'll speak to you guys afterwards about this too. But that will give you full end-to-end sales process done for you, as well as direct building, building out with Naden and myself, and also the consulting too as well, which is all included. So I was gonna leave that here in the meantime. Morgan's gonna come up in a second, too, so we'll do more of a QA. But let's pause for a second, let's get some questions from you guys. Yeah, go ahead.

SPEAKER_09 1:11:18

Um, so you know how you got the whole set there. And then it's your final view to that, or is that just a contact stuff?

Darren 1:11:27

So you mean how how do we contact the leads in the beginning, or how do we hit them on the follow-up? Ah, okay, good point. So you want to that's a very good point. So the question is when someone comes in and they've shown interest, like how do we go back out to the lead with the follow-up? So, as I mentioned in the beginning, if they've booked a call, bring everyone to WhatsApp. You know, bring everyone to a native platform. And then when you are doing the the follow-up, we do that on WhatsApp. And then we're able to do that on the second platform.

SPEAKER_01 1:11:58

You'd say you're trying to videos to the WhatsApp.

Darren 1:12:01

Yeah, yeah. So, and there's a few things here, is like if anyone has a sales team or they have they have setters, the setters are doing it on that on with whichever platform is easier. So if you can do it on WhatsApp, whatever platform is most easiest, but you want to get responses. How how do we know when to hit the leads? It's like all you gotta hit the leads with is you just gotta follow the same process. Make sure that they're watching the thank you video because they can be redirected to the thank you video as well. Okay, so they're gonna get automatically redirected.

SPEAKER_05 1:12:27

Thank you video on WhatsApp?

Darren 1:12:28

Um, yes, whichever WhatsApp or Instagram, you know. Well, you're gonna what they're when they book in a call, you do. So see the number here?

unknown 1:12:37

Yeah.

Darren 1:12:37

Yeah, so we're gonna have them. And this is where we discussed for yourself as well. Is like if you want to put this on ultimate ninja mode, is like how do we actually scale this to the moon? Is you got their phone number, ring them. Yeah, ring them. Like Australians are afraid of ringing their leads. Yeah, dialing is extremely effective in Australia. Something that people don't even like, it's like this kind of like people have like very pros and cons beliefs of it. We've had amazing success with pickup rates here, amazing success in America, not so much. Um, and it's just interesting, right? Like markets are different and so on. I'm not saying we need to do that now, but I'm saying we have that ability to speak to our leads. So if you're getting a really bad, so for your offer, because it's it's service-based guys traditionally, they might not be online as much. Are you running ads?

unknown 1:13:27

Yeah.

Darren 1:13:28

Okay, so how do you get leads? Okay, perfect. Yeah. So these guys might be a little bit more scattered because they're like on the jobs or on the tools or whatever that means, you know. So they need a bit of love and care. On the flip side, someone who's a big business owner, they also need the exact same thing. So everyone kind of needs this kind of process so that they show up, you know, because a lot a lot of your business guys will be dependent on getting leads to show up. So whether you run events, free workshops, all this kind of stuff, show up rates important. Whether you run sales calls, show up rates important. So we try to minimize all the all this downfall, you know? Sorry, go ahead.

SPEAKER_09 1:14:08

So yeah, okay. Um, sorry if you have already answered this, but um I get a lot of resistance with bite numbers. People give me their email justice, but don't like to give about their bike numbers. So, what do you recommend?

Darren 1:14:23

What's the context?

SPEAKER_09 1:14:24

Um, if we're putting them into a free trial, for example, uh, before the view law, there is a strategy called system getting that trial, but they don't like to be about their point.

Darren 1:14:34

What's the offer that they get a free trial for?

SPEAKER_09 1:14:36

Uh for an adj. An adjust.

Darren 1:14:39

What is that?

SPEAKER_09 1:14:40

Uh water systems.

Darren 1:14:42

Water systems. Okay, very simple. So that's the question is you're getting a lot of resistance around phone numbers. And when they're coming into the phone on their booking, I would have it as a mandatory field, and then I would assess do they actually bounce from there? Because you might just find that like the leads that are a bit resistant are just probably just a bit, you know, they're a bit narky. They're probably not correct. Whereas if I show you just on this side about like the analytics for a second, and this will piece to your problem, you know, we want to be able to track like booked calls, so this is all out of the box, there's nothing you do. Book calls, close rate, no show, all that stuff. But this is what's really interesting is attribution. How long does it take for someone to hit the funnel and convert? Now, ours is two days or two attempts. It used to be four. So, in your instance, if you're looking at this and you're seeing that people are going back to the funnel over and over again, that's when we would try to improve the application process. You know, because everyone's offer is different. That's why I'm not saying you have to do it one specific way, but what I am saying is you need to make decisions based on data, you know? And and Ryan said something basically the exact same thing before me, you know, which is the irony. Like, we're all this what I'm trying to say is like we're all saying the same things, but just from different angles. And why I'm fearful of you guys like running more ads and all this kind of stuff is like if you don't understand the numbers, it's tough to scale something, right? It's tough to really put confidence behind something.

unknown 1:16:11

That's right.

Darren 1:16:12

No worries.

unknown 1:16:13

So resistance you write is a CR really.

Darren 1:16:16

Yes. So that's what's interesting, right? Is that Aura is not a CRM. You can use it as a CRM because it gets all tracked, you know. But if you wanted to use a dialing software or anything, you can send it through with Zapier or Make or whatever does that make sense. It integrates naturally, and um, so that's what's quite interesting. Is we basically focus on sales performance because sales performance to me is dynamic. We're looking at the numbers, we're improving it, looking at analyzing the calls, giving reports to people. A CRM is static, it's just a dump of data, it's basically a spreadsheet, which is like that's a very important value to me. Is like we are definitely not that 100%, like 100%. Um, it's a integrate. Yeah, so it integrates a close everything, and that's the beautiful part about Zapier, you know. Um, it's super simple because at the end of the day, all you gotta do is book a call. So it's just the call data, and then we pass it to what serum are you using?

unknown 1:17:13

BuzzLink. Um Buzz Link.

Darren 1:17:14

BuzzLink. Okay, if it's on Zapier and make, which it probably is, it should be fun, you know. Awesome. Yeah.

SPEAKER_05 1:17:24

You know that it needs to like discover that. Yeah. Would you um do something like more high function on the lease?

Darren 1:17:32

Yeah, so what's the offer?

SPEAKER_05 1:17:34

Oh, so it's branding, and I'll also brand order, and then we do all of my websites, social media.

Darren 1:17:43

And what's a what's what's a ticket price? What's the ticket price? Like the offer price? Yeah, look, it's it's the exact same thing. It's a two-call close, but um, let's take a step back. And that's I'm very happy to kind of go through this stuff, and that's why I wanted this to be very interactive versus me just saying, do it like this, and then you're like, what's going on? So let's take a step back. The question is Does a high-ticket typical funnel for coaching really work for B2B software? B2A software or sorry, uh service services, and it it does if it follows the same natural tendency of people buying. Let me give an example. If someone every call will follow this process pain, problem, process, and price. Oops, sorry, let me move it all across. Sorry. Thank you, Loth. So sorry, every call will follow this process. Pain, problem, process, price. If someone is warmed up, so specifically for you, they're fully warmed up, they understand the value, they understand the exact same process. The first call doesn't need to be pure discovery, but you're not going to get someone straight away to buy for sure. But if the right stakeholder is on the call and they're interested and they they know your vibe and they've watched the videos, this process, especially for coaching, is a one-call process. You find out they're paying, you find out their problem, you map that to the process, you explain the price, done deal. If they don't have the context, they don't, if they're not educated, okay, so if they're looking for education, that's when this is a two-call close. One call, two calls. And I'm gonna show you, I'm gonna show you something ninja here. So the reason why people buy something on a call is because it raises their cortisol, they finally get awareness of their problem. They're like, oh my god, I'm overweight, I don't know what I'm gonna do in my life. And then they're like, oh God, I gotta solve this problem. That's that's actually the logic, that's the psychology behind what people buy on a call. Because you've you're you've you've raised their problem awareness and then they're super problem aware. But if you're doing B2B and you just met, you're not gonna get married on the first date, which is completely fair. So what happens is you want to raise the cortisol, find out the problem, find out the pain, the problem, showcase that awareness, showcase that without having a brand and the website, they're losing these leads, and you create the gap and you stretch a gap and you you bridge a gap. And at the end of 45 minutes, you say, all right, well, this is great. So anyway, uh, we're gonna stop here. And tomorrow, at the same time, we're gonna do an implementation call, a personalized implementation call, not a follow-up call, a personalized implementation call. And they're like, but I want to know how you can help me. It's like, oh no, no, I know I can help you. Tomorrow I'm gonna put together a strategy of how we could implement this in your business. They get off the call, they're up, they're like up their eyes, they're like, oh my God, how like I need to get this solved. And you create that gap. It's kind of like dating a small bit, you know, like a little bit of space every once in a while is good for the relationship. You create the gap, and then on day two, straight in. And then you explain here's the process, here's a recap, here's the process, here's the price, here's how we can help you. Let's get go, let's get going. Because on a one-call close, it's probably 45 minutes to an hour. Please don't ever take a 30-minute call, it's not gonna work. On a two-call close, it's 45 minutes, 45 minutes on both sides. And if it's 25k, take two calls. You know, it's it's it's it's basically going to work, right? So you stretch that gap continuously and then you map you map it across as a result. Now, who here does two call closes in general? How much days are between call one and call two? Two, good, seven.

SPEAKER_05 1:21:34

Takes a while. Sorry.

Darren 1:21:39

But you're not getting paid for the roadmap. So what you need to do, and I have an agency, right? I have a content agency and a sales agency. You need to create a repeatable, scalable roadmap that you can just map things in with AI. Because every day that the call goes on for the second call, time kills deals. So you need that's why you know, take a step back. That's why people sell on calls, because in that moment, peak interest, curiosity, oh my god, like a new opportunity, they're ready to buy. Every day that goes on, that deal is actually going down and down and down. So, what I'm trying to say here is if you if you if you have one call and the call didn't close, go to a second call the next day. Okay, so move it to the next day, have a cup of coffee, get this to get the roadmap aligned. And if they say, Well, I got an investor meeting in four days, and then this meeting, I just say, Look, man, like if this isn't a priority for you, we can stop it here and no harm done. So, oh, it is a priority. Okay, if this is a priority, you we would meet tomorrow. And like, I have this meeting. It's like move that meeting, right? Because this should be the biggest priority for them with anything, personal development, health, wealth relationships. Because if it's not, why are you on the call? And and and you have my permission to challenge your leads. I said this already. When people book on a call and they show up and they're they don't they're not, they have none of the information, challenge them, cancel the call. My white closers are trained on saying, so if we try to do probing questions like, hey, you know, where are you right now? What's the revenue? And especially men, men can be very evasive. They say, Oh, yeah, you know, things are grand, man, things are okay, things are fine. Our closers are trained to say, Well, okay, we'll just stop the call here because it sounds like we can't help you. And they're like, Oh, no, no, no, no. I have this issue and this issue and this issue. It's like, okay, okay, all right, let's talk. And you have my permission to do that. You can challenge someone's priorities because again, people align to their linguistics, right? So if they're not aligning to the linguistics, uh you can't sell to them because you shouldn't be selling anyway, you should be serving, and that's the difference here. Cool. Um Morgan, you want to do some QA stuff?

SPEAKER_01 1:23:52

We can do some QA stuff. Absolutely. Are you guys enjoying this? Yeah, are you learning? Yeah, are you growing? Are you having fun? Well, that's all that matters. So before we move on, I do want to get a couple takeaways. So if you wants to yell out to me, what's the biggest thing you're taking away from all of this? So far, and maybe perhaps something that you're even going to implement. Yeah. Get phone numbers and dial them. Absolutely. So, yeah, get phone numbers. How many of you are not clicking phone numbers with every lead? Yeah, beautiful. You can get that shit. Uh, what else? Yeah.

SPEAKER_00 1:24:34

Send some follow-up videos in between the first contact of all the Yeah, send touch points, send follow-up videos, you said between the first and the second.

SPEAKER_01 1:24:46

So, what would the first call be in the sales funnel? Would that be a meaningful conversation? Yes, sir. Remember from this morning? Seems like a week ago. Second part of the sales funnel. What is it? Wow, your brains are fucking fried, eh? Look what you did to them. Look what we did to them. Don't complain when you make a lot more money. What's the first part of a sales funnel?

SPEAKER_05 1:25:10

Leads. Leads.

SPEAKER_01 1:25:12

What's the second part? Meaningful conversation. And then so what happens next? Is the sale. That's what Damien was just saying was actually inserting between meaningful conversation and sales some follow-up things to actually. Do you think that would improve the conversion?

SPEAKER_05 1:25:27

Yeah.

SPEAKER_01 1:25:27

Do you think it would improve the show rate?

SPEAKER_04 1:25:29

Yeah.

SPEAKER_01 1:25:30

Imagine if your show rate, that's another metric that you can actually, like I said, in in Queenstown, I want to dissect that phone even bigger. There's there's like even more metrics you can affect along that thing. You can have a two or three hundred percent increase in revenue if you really want to. Um, but that's great. Uh let's get a couple more. Yeah.

SPEAKER_06 1:25:44

Just a question back on the phone number here.

SPEAKER_01 1:25:46

Yep.

SPEAKER_06 1:25:47

If you're just talking to someone in Instagram, DMs, voice notes, all the rest, do you fast to get their phone number?

Darren 1:25:53

Well, the logic is so the question is if we're speaking to someone in DM, do we need their phone number? When they come in, they're going to apply on the form. And then we can speak to them afterwards on that. We want to have that data point. So if we have the data point, it allows us to go back to them because they might not check Instagram.

SPEAKER_01 1:26:12

But also, so when when you do speak to a lead, so what we'll do when we speak to a lead, they they'll book in a call. So we'll use Aura, and then they they and what we must what we collect is the phone number. So we don't actually get the lead that we're not anyway.

Darren 1:26:25

It's mandatory.

SPEAKER_01 1:26:26

Yeah. And then you'd have obviously you'd have people who get to the point of sending a link, and then who didn't send the link, then you'd read follow back up. Hey, suck, what's going on? Yeah. Push that link.

SPEAKER_06 1:26:35

It's okay to send away your thank you video and stuff in Instagram.

Darren 1:26:40

Yeah, it isn't the follow-up can be done on WhatsApp afterwards. Right? So if you're if you're speaking to your leads, you're keeping that pace up, it's more native. You hit the thank you video, the training, all that stuff on Instagram. And then afterwards, okay, look, we'll drop you a message afterwards, drop a message on WhatsApp. And you have you have them, you have them, you have control. And then this is how you stop feeling like you're overwhelmed in your business. It's like, where's my leads? They're all here. Yeah. You know, one place. Because you can go back to them continuously and so on and so forth. So we run re-offers twice a month, basically, around the 15th and around the turn the last at the end of the month.

SPEAKER_01 1:27:17

And explain re-offers again. So when you say you're running a re-offer, what exactly exactly do you mean?

Darren 1:27:21

And it's interesting because like this wasn't in like my script or outline for today. And it was about, I guess pull this up because I'm trying to make this more contextual for you guys, because the reason why you need leads who are all in the follow-up tab is so that you can hammer them with this. And this is the same script over and over again. We'll give you more proximity, more one to ones, more access, and so on. We'll focus on this goal, whatever the goal is, by doing like a sprint, you know, at the beginning. We'll give you an extra one month, extra month, and then on average the price will go down. So let's just use it logically. The program 6K will give you a one to one, we'll get you to The goal of making 20k a month or whatever, we'll give you one extra month, and on average, that'll bring the cost down. Do you and then this is the most important? The re-offer is so that they get started today. So the question is then that's when you ask in uh inviting questions. Am I are you happy for me to send over this offer? Are you happy for me to share this with you? And if you're open to getting started today, do you want to hear it? Now say yes, I'm open to getting started.

SPEAKER_01 1:28:26

One cool thing I love about this, which I want you all to think about, right? So the big value add, huge value addder for the the client, but nothing really extra for you, right? Because you've given longer access here. Yep, exactly. So think for your own business, you would all have things that would be very valuable to your buyer, but for you, you're like, it's actually really easy for me to deliver. I'm already there. If I do this extra thing, it's like whatever. But for them, it's huge, right? So that's that's really good. That's that's what I got for now. I'd be thinking, what else could I give that wouldn't actually cost me anyone to deliver or no more time? Sometimes it's easy but very valuable for them.

Darren 1:29:00

And I'll I'll share this with you guys too. Is that I think you missed this earlier, you were in our side of the room, is that we give our clients offers all the time, and they love because we teach reoffers and then we show our clients how to do this as well. Because if they like us, they actually want a deal, like genuinely. So if someone comes into our program, it's like, okay, if you like this so far, we'd love to give you an offer of eight months versus six months. All our programs are six months. We give you two extra months, X, Y, Z, and people, some people have bought the re-offer within 21 days. So three weeks later, after buying something, they buy it again. This is the same program they're buying, but why they buy it is because they want it, they want to stay with us, and people do want a deal. You go into the supermarket and you're like, oh, the bagels are half price. It's like it doesn't matter how much money you have, you will your eyes turn. And I think that's where this is quite interesting, and it's such an interesting observation because the only the only question is does your clients hate you? And if they don't hate you, you have full permission to hit them with a re-offer. I want to add on this, right?

SPEAKER_01 1:30:02

Because as Australians, so I was in America last week, okay? And I was sitting on the fucking aeroplane from one of the cities I was in to another one of the cities. I have my airpods in. I can hear them talking on the airplane, and it went for like minutes and minutes. I'm like, what the fuck are they still talking about? And then I was and I took my thing out, and there was a lady walking down the aisle with brochures, and I'm like, these motherfuckers they're selling it, and they're running commercials on an airline 100%, and I was just like, I've never heard that. And then the ladies walking down the aisle, and I think it was for their Visa card or some shit. And I'm like, this is fucking brilliant. I can't go anywhere, and I have to listen to your ad. And then I thought, I'm like, that's the American culture. And and what I see in America with American entrepreneurs, they are so okay with selling and being sold to. They love it, right? And in Australian culture, it's very like, oh, it should be it's fucking dumb. If you want to get rich, sell. Because here's the thing: everyone loves to buy. Realize buying shit.

SPEAKER_04 1:31:06

Yeah, 100%.

SPEAKER_01 1:31:07

Everyone loves to buy.

SPEAKER_04 1:31:09

Such a good point. One such a good point.

SPEAKER_01 1:31:11

One little change of word that I make when I do events and when I pitch on events now, I won't say, um, so can I tell you about a program? Or can I tell you about the next thing? One word I change, I say, Can I make you an offer? How many of you are excited when I say, Can I make you an offer? He's intrigued to actually be like, Oh, yeah, that one word. Everyone offer, but they don't like to be sold to. So and that's what this is a lot. Because, like, and I'll be like, because it's just it's a professional sales approach. Like, you know, I'm selling you something, but like if I've got an offer that you want to buy, you'd want to hear about it, wouldn't you? Oh, yeah. Then let me tell you that.

Darren 1:31:48

And it's clear with expectations too, right? Once you're clear with your expectations, this is what I said from the beginning is set the expectations like a relationship. Who who cares, right? And you can kind of have fun with it. So the best thing you can do in sales is to actually inject a bit of humor, so to play around with it. Yeah. So when we run a re-offer strategy, like we literally do this. We'll say to some one of our clients saying, We'll bring you to the water park too. And they're like, water park? And we're like, yeah, fuck it, we'll go to the water park. And it's like, because we're friends with our clients, we have different relationships with them, you know? And it makes them, I don't know, it just takes the pressure out of this as well. Because if you're getting results for someone and they like you, keep going, keep playing, keep playing the game. And for me, I actually get like frustrated if people don't want to stop playing the game anymore because it's like we're all helping each other. Does that make sense? We're able to help them. You just gotta make it new, unique, novel, and different. Obviously. Go ahead.

SPEAKER_07 1:32:40

With with the non-closes and the reoffer, I'm a little stuck on the speed aspect. So we don't really sound like a tangible, we don't sound like weight loss or anything like that. So, like, how do you what's the offer? It's fitness, but it's like strength or strength focus, like strength confidence.

Darren 1:32:55

Yeah, but again, let's take a step back. I I agree with you. So, one of the challenges of evergreen coaching, so coaching that doesn't have a limit, like a cohort is a is a limit, right? It starts and it finishes. One of the constraints is that you can buy it or leave it whenever, but you need to inject urgency and scarcity into their life's goals, right? So if you're selling strength coaching as a fitness coach, well, maybe they've left from a bodybuilding world, maybe they need to get their nutrition under wraps, maybe they've been binge eating. When's the best so when's the best time to solve that problem? Now, so you need to act, you need to manufacture demand. This is manufactured demand, right? And with everything we do, we need to create that time. And so there's um, I don't talk about this as much anymore, but I I have this concept called selling the calendar. I'll look at anything in the calendar. So it's fitness before summer, after summer, before Christmas, after Christmas, they all have goals of their fitness, right? Get shredded, lose the fat, get shredded, lose fat. It's your goal to look at Google Calendar and be like, I can put an offer in here and I can create an offer out of nothing. And that that's that's a business owner. So the reason why I love this stuff, and that's why like you know, a big part of our business is this stuff, right? Is because the business is only limited by the business owner's ability to create creative offers. Like you have to be creative with it, you know. So you're in the fitness space, right? How much people in America have these kind of wacky weird fitness offers, right? You know, like the carnivore people, the even high rocks, right? HyROX, HIROX is a unique mechanism. It's running and lifting, it's a unique mechanism, and they nailed it.

SPEAKER_01 1:34:39

They nailed it. So we so we talk talk about who's gonna feed you with this, right? Remember the annual planning?

unknown 1:34:45

Right?

SPEAKER_01 1:34:45

It's always talk that you should look at it on your year and go, how can you sell the exact same thing 12 different months? Yeah, 100%. Something different with whatever's happening for every month. Um in a month, I think Jackson's doing it. Oh, yeah, uh, we're gonna keep an eight plus we can keep draining this up there. Good branding. So I'll keep drapest. Um, yeah, so so like uh Valentine's Day was just on, I think it was, right? You know, so you could have to make your offer about like the Valentine's Day social. It's like a reason just to talk through them about the thing you sell again. Uh that's what I always found so good. It's like if I have a you're never annoying falling in love with someone, only if you're there to follow up, tell them about the exact same fucking thing that they already said no to. But if you follow up with, hey, we've reached kind of talked about this, but this one's different. How's it different? Well, instead of buy one, get one free, it's buy one, get one for a dollar. Okay, same shit, right? You just you can repackage it. But anyway, I want to get in the QA. Do you want to sit here?

SPEAKER_05 1:35:44

Yeah.

Operator Mindset Hiring And Focus

SPEAKER_01 1:35:45

All right. So has this been good? All right. So what I want to do is I'm gonna go back and forth. I'm gonna ask you some questions. If you were to restart your business today, and your job is to grow it to a million dollars a year as fast as possible. What are you focusing on most? What are you prioritizing and what are you saying no to?

Darren 1:36:06

Okay, what I'm focusing on is creating a bleeding neck problem. So most offers are vitamin offers, they're just basic nice to have's. So when we started our business, it was a content agency, and we were helping podcasters basically grow their podcast, which was the biggest nice-to-have thing ever. So if you're in a war, you don't want to grow your podcast, right? You need to do something vastly different. So it's not a proper bleeding neck solution. We took the same offer and we dialed it up and we said we'll help you grow your podcast to get leads. But then we realized that the market was too small, the TAM was too small. So then we swapped to creators, we'll help creators get leads with content. That market was filled with a bunch of princesses because creators are largely princesses. So then we swapped to we'll help entrepreneurs generate more leads with content. Same shit. Nothing ever changed. The offer was the exact same thing. You use content to get leads as you build a funnel, and it was crazy. We went from 30,000 people who would never buy, or 3,000 people, should I say, podcasters with a business, to 30 million people who are willing to spend way more money. So you could be solving the wrong problem. Sorry, you can solve the right problem, but in the wrong way, and make no money. And it's such a it's a double-edged sort of business.

SPEAKER_01 1:37:30

Oh, cool. And then so you've got your offer. If you're doing 12 months, like what I want to say, keywords for business operating, like how you're thinking, because yeah, we're gonna talk about strategies in the council, and what I know is at least some people here will actually do it, and it always comes down to how the operator thinks and how they execute, how they're prioritizing. Yeah, so what you bleed neck offer, what do you really prioritize in terms of the business? What do you really focus on? What's the only thing that matters, and also what are you saying no to?

Darren 1:38:00

Okay, so first step is always start sales focused. So can you book the leads yourself, or do you need someone to assist you, especially if you're gonna get to a million a year, right? Can someone assist you to book the leads, e.g., a sales rep, or do you have the process in place to be able to book sales reps? Book calls. So you can book the calls, you have that follower, you have the process of getting people in from followers, the DMs, calls booked, you're taking the calls. However, the last step of this is getting more leads in the door. And that's when I would run like a DM funnel directly. So if you're running any sort of paid follower ads, anything from Instagram, getting more people into the ecosystem through that content, and only focus in on one channel, which is Instagram, especially for you guys, right? You don't need to be probably in different platforms because your businesses are very cut and dry. What I'm saying no to is going multi-channel for sure. And what I'm saying no to in that instance too is trying to do all the sales myself. Like I'd have someone come in and assist with at least booking calls, at the very least, booking calls, if not closing calls.

SPEAKER_01 1:39:04

What do you do when you're up against something that you know you need to do in your business? That you either suck at it or just really hard to get into it.

Darren 1:39:12

Okay, so that for us was ads. So obviously, I come from like an organic content background. Anyone that does organic only can be a princess at times, and I was. When I tried to move into ads, I didn't I had an information gap. I said earlier about most people don't buy things because of the information gap. I didn't know how to do it. So I tried it, screwed it up, dedicated six months to learning it. I I learned just the mechanics, the bare bones, so that I could bring someone in to assist me. That was it. And now we have a great ads manager, and he's he's fantastic and we can crank it. But because I know it intuitively, it it helps.

SPEAKER_01 1:39:48

When do you know it's time to hire some?

Darren 1:39:51

When you have to do something you don't want to do. So so this so this is very, very interesting. Is like like I know a lot of you guys like want to have like great lifestyle businesses, and that's that's always the goal, right? Is to have a great lifestyle, obviously. But like the whole solopreneur thing is like literally such a lie, right? Because it just means that you just do everything. What's quite interesting is like everyone leaves their nine to five or whatever that may be, the old world or their old business to have more freedom. But you left your nine to five and now you're doing something that you absolutely hate, which is like finance and ops and customer success and so on. So I'm not saying you need a 100% team, but what I'm saying is you need the right people in your corner. So I was making 13k a month and I brought in an ops manager, and this dude did all the backend, all the delivery. When we're making 80k a month, we brought in sales reps, and then we're making 500k a month, we have like an executive team. So, what I'm trying to say here is the power of other people's skill allows you to get to the next level. Because what I found very interesting is a lot of guys struggle because they don't get over that hump. And this is where you guys are gonna go from maker to manager. A lot of you guys are makers, right? Uh, the example from the Emit, the EMIT's a fantastic book, is the person who's baking the cakes, sells the cakes, does the marketing, and does the finance. Whereas you don't need to be the baker, you can have someone in the in the bakery making the cakes for you at a fraction of the cost making more money. I think that was such a big well, I always knew this, but I guess that's the biggest thing if you don't like something is document it and then give it to somebody because think about it this way So your only job is marketing, really, that you can't outsource is your face. You can't really outsource your face, yeah, unless you get AI, some sort of AI. So if that's to be true, you need to not hate your life, which means you need to be able to show up, record some ad copy, record some organic, all that kind of jazz. And if you're not doing that because you're stuck doing delivery and you absolutely hate your life, well, who's gonna see this? New prospects. That's the irony. So the new prospects that you want to attract with your marketing are seeing that you're quite literally a little bit miserable, a small bit, and that shows up significantly, very significantly.

SPEAKER_02 1:42:12

You like to chew glass, chew glass.

SPEAKER_01 1:42:15

What is in the hardest part of your entrepreneur journey? And how did you think your way through it and overcome it?

Darren 1:42:23

Ah, great question. So distinctly, I know where we were. We were making $13,000 a month. 13, okay, which is great. Uh, and one of my mentors who ran a huge agency, so that we had a content agency, which we still do. I said it to him, I was like, Man, like I'm working 20 hours a day, I'm doing all this work and I'm not making more money. And he said to me, He goes, he said, All right, do you think you're better than everybody else in the world? And I was like, Well, no, obviously, but based on my results, I'm definitely not. And he said, So why are you doing the job of everybody else? So he said, Every every role should have one soul. So I started hiring people that allowed us to grow. So because we're a content agency, we have editors, designers, ops managers. We hired more people, we put in more people, and that allowed us to get to the next level. And I think honestly, from like 13 to like 15 next pretty quickly, 15 to 100 after that.

SPEAKER_01 1:43:20

So one thing I my mentality with hiring is always when you can afford uh half of someone, that's when you should hire them. If you can afford half their annual wage, you should put that person in because the right person should be able to help make their wage up. Have you got any sort of principles or flexibilities you look around? Because I know if you mean for me, uh I know for a lot of people in the room that probably think, well, that'd be easy if I had a million dollars in cash in the bank, I'd hire fucking every single thing I need. So what's your material hiring the right people as you're growing?

Darren 1:43:53

Every role should bring back a 4x return on investment. So if you bring in an editor to edit your client's videos, the editor is getting paid a thousand dollars a month, and the business is bringing in 4k from the client. It's super simple. And then obviously, sales reps have an asymmetrical return. A sales rep will have a 10x return. You pay them 5k a month in commissions, they bring back 50k a month. But at the base level, your ops people, your middle office people, your admin should be bringing back a 4 to 1 return. So think about it this way: if you bring in a VA and it's costing you $600 a month, that should free up time. So you don't just go to the beach, so you go get another client worth $2,000, $3,000 because you have that time back. And that's how I just that's how I justify spend just in general. And it's and these metrics are as well are very applicable when you're small because they're very simple. Does that make sense? They're simple to understand. Um, and then you know, I know some of you guys are and look, just for context too, right? Like I might be young-ish, but a lot of people we work with, like they're they're they're they've parents, they've sorry, they've kids, they're parents, they're married. They I recognize that not everyone's priorities are getting to a million a month. So especially if you have like little ones at home and stuff, that's where you use that capital to buy you back time. So maybe you don't go get another client, but for $800 a month, you don't spend an extra six hours a day DMing people. You have a setter. Does that make sense? Yeah. So, like, and like we have lots of elderly people we work with, like 60s, 70s. And I'm like, hey, use the money you're making and put that into team so you can go to the beach. Yeah, you know, but I I think if you're under 30, don't do that, just spend a ton of money on your on your business, grow your business.

Aura Offer Details And Closing Wrap

SPEAKER_01 1:45:40

So we before we were using aura, we were using like who used talently? Anyone use talently? We're using that fucking piece of shit.

Darren 1:45:46

And GHL. You're using GHL.

SPEAKER_01 1:45:51

But but to be honest, I don't live in any of this shit. I was even saying Zenya, like, that's something cool. Look at that shit and do it's like, yeah, I'm like, because I don't look into it. That's not my thing. Um, but we were using like talently, and then we looked at like eye closed, and essentially when you want to start booking calls, you're gonna need some sort of call booking software. And the majority of them is fucking shit. Um, and then so when we start like putting team stuff together, Darren's like, oh, we have this thing called Aura Tom. I'm like, yeah, that'd be cool. Then when they launched it, he was like, I was got AI, I'm like, fuck everybody's got AI these days. And then they launched it, I'm like, I really like the branding. So then I was like, nice. And then I looked into it, and then it would just hit me at the right time where we listen we were spending like hundreds of dollars a month on Calendly, and it was just shit. And we had to glue it together with Zapier and all this other fucking crap. And then and then every single week we had to get our sales team to update shift in a fucking Hexel spreadsheet, and and and we had to try code and do a dashboard sort of exciting. And I was like, this sales team stuff sucks. And he's like, check out Aura. And then literally, um, it sounds like I'm selling it. I'm just I'm wanting to. The whole reason I want him to come here and tell you guys is because it's it's pretty fucking good. So literally, like it doesn't mean that what Calendarly was doing, then it gives me as a business owner that high level of shit. So it puts everything into very easy readable dashboards so I can I can get in and I can just see the average close rate on my closers for for the last month. I can see the average that they've been collecting. I can click on the calls to see the recording in one place. I can see what the AI has actually analyzed, what they get wrong, why they lose the call. Big picture of shit really quickly, and then I excited the fuck out of me. So I liked it for like a few minutes and I got busy doing other things, and then traditional Morgan Morgan fashion. I've just hired someone to do all of it for me. Um but if you are the person that has to manage it, it's gonna be like 10 times easier than calling any Caly and stuff like that. Uh and it just, in my opinion, it's gives you the data you really want. Um, so it's really cool. So if you're using Cali and stuff, uh it's not the same for us, isn't it? Yeah, is this for for for the year?

Darren 1:47:55

It's uh 950 for the year.

SPEAKER_01 1:47:57

950 for the year. And then so then so he's doing the guys discount as well, which is super cool.

Darren 1:48:02

US, sorry, US yeah.

SPEAKER_01 1:48:03

Yeah, everything's fucking US. Um it's just it's a subscription. Here's the thing if you're doing if you're booking calls anywhere at all, I I would recommend we're using this now. It's jumped everything else I've seen or used before. Um and the logic is right, right? But then also what so what you guys are doing, which is fucking sick. I didn't know about this. Yeah, um so so anyone who does jump on and get it, they're getting a one-on-one call with Nathan.

Darren 1:48:30

So we do two calls, we do one free build out. So you mentioned about the Zapier stuff, so we build it for free. It's like white glove, and uh like this is like the the biggest like chewing glass thing of all time, right? It's like actually building people's funnels. So we build a funnel for free, and then we also do a sales consultation too. So, what that means is like, okay, right, so like here's actually how to get the most out of it, here's how to book your leads and so on and so forth, and we just do it completely free. One thing I would say as well is the spreadsheets that he was using were the ones that we were we we used to build them. So any big sales program would give you a spreadsheet tracker that's like a mess. So we used to have our own, which is what we turned into software. That's why I'm saying that like we kind of eat our own dog food. Uh, but you were using that for a long time, yeah.

SPEAKER_01 1:49:11

And uh yeah, I I contemplated just becoming a pseudo data instructor in underwriters. Like I almost need to show it. Yeah, I actually I almost need to show it, but like that's what it was. Yeah, there we go. It's just and then at the end of the month, the closer was centered invoice. I'm like, oh, pull up the uh spreadsheet, and oh you have to put your numbers in, yeah, yeah. Oh god, and like I'm like, this fucking I'm managing children, yeah. Um and then so it's sort of just big picture for you dash forward with big numbers and stuff like this, and it's just all fucking low. Um, so I really like that, and then not not even the AI stuff working is quickly analyzed sales tools and shit. Um, it's super cool. I there's nothing better than this right now. So presume. That's why they're parking, they've just launched it. Um, and I I would probably highly recommend do it because you haven't told me this, but if I were you, I'd probably be increasing the fucking price of the hardcore because your competitors charge how much.

SPEAKER_04 1:50:12

So it's 10k to quit.

SPEAKER_01 1:50:17

Same shit. Like you probably can start to see in your business, software starts to cost so much money. It's fucking mental. So they'll probably increase their price a lot one day.

Darren 1:50:27

The reason why people stay small is because they don't have access to the same tools the big guys have. So uh if we designed it so that founders, small founders can use it on their own stuff, and then also big teams can. So all of you guys are like you know, you're all individual people, it's perfect for yourself. It's designed that way, but then it just has crazy scale so that we can bring on a hundred and fifty salesperson team at the same time.

SPEAKER_01 1:50:48

Can we please give Darren a big round of applause?

Darren 1:50:50

Thank you so much. Thank you, bro. You're a legend, man. Thank you so much for everything.