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Course Module: 1. AAU Agency/Module 3 - The Client Module 24
Lesson: 03. Qualifying a Client
Duration: 17:04
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[00:00 -> 00:06] All right, so in this lesson, we are going to talk about qualifying a client.
[00:06 -> 00:10] I'm going to jump around a lot here, but then at the end, I'm going to give you a sample,
[00:10 -> 00:12] you know, kind of how I handle calls.
[00:12 -> 00:18] But I want to touch on a lot of the points before I do that, just so you understand what
[00:18 -> 00:22] I'm doing in that kind of sample phone call.
[00:22 -> 00:24] Number one, you don't want to just work with anybody.
[00:24 -> 00:26] Everyone is not an option.
[00:26 -> 00:31] And what I try to do is qualify them very early in the phone call process.
[00:31 -> 00:35] When you're initially talking to a client, the call may be 30 minutes.
[00:35 -> 00:36] It may be an hour.
[00:36 -> 00:41] It just really depends on the questions and the experience of the potential client.
[00:41 -> 00:46] But I don't want to sit on a phone call for an hour if I know that that person is not going
[00:46 -> 00:47] to be the right kind of candidate.
[00:47 -> 00:51] I don't want to waste their time and I certainly don't want to waste mine.
[00:51 -> 00:56] So really early on in the phone call, within the first 10 minutes, I'm going to make sure
[00:56 -> 01:01] that I know that they're the right type of client, that we can continue the conversation
[01:01 -> 01:04] for possibly that 30 minutes or maybe even an hour.
[01:04 -> 01:10] But I'd say right now in my business, the calls will last around 30 to 45 minutes on average.
[01:10 -> 01:14] So when I talk about everyone not being an option, watch out for big industries, things
[01:14 -> 01:18] like realtors, insurance companies, roofers and credit cards.
[01:18 -> 01:20] I'm going to give you some examples here.
[01:20 -> 01:25] Realtors are really, really tough because of the fact that they, when a realtor is
[01:25 -> 01:29] advertising, they're advertising themselves, right?
[01:29 -> 01:35] They are the realtor, but they're competing with so many big companies.
[01:35 -> 01:41] Like for example, you've got like century 21, I think is a pretty big real estate firm.
[01:41 -> 01:47] If you have a realtor for century 21 named Jim Smith, Jim is trying to advertise himself,
[01:47 -> 01:54] but he's competing with century 21 itself and you dine a realtor T and Caldwell Banker
[01:54 -> 01:58] and all these other, those are the big ones in our area.
[01:58 -> 02:04] He's competing with them because the Caldwell Bankers, they don't really care who is selling
[02:04 -> 02:07] the house as long as it's under their umbrella.
[02:07 -> 02:12] So the realtors are really marketing against all these other companies that will pay some
[02:12 -> 02:16] ridiculous costs per clicks to get that traffic.
[02:16 -> 02:17] Same thing with insurance companies.
[02:17 -> 02:21] I worked with a couple of insurance brokers.
[02:21 -> 02:23] One of them working for State Farm.
[02:23 -> 02:29] The problem was that she was advertising her agency, but she was also advertising against
[02:29 -> 02:30] State Farm.
[02:30 -> 02:36] She was advertising against these other massive insurance companies, farmers insurance and
[02:36 -> 02:38] some of the other big ones.
[02:38 -> 02:43] It's really difficult because she's like, yeah, well, I'm a local agent, but why is
[02:43 -> 02:44] it so expensive?
[02:44 -> 02:49] It's expensive because these massive companies are competing against each other and they will
[02:49 -> 02:53] pay a huge cost per click because of the returns that they get.
[02:53 -> 02:57] Roofers are extremely difficult.
[02:57 -> 03:00] The reason being is everybody and their brother has a roofing company.
[03:00 -> 03:05] I know some Google ads agency owners who that's all they do is go after roofers.
[03:05 -> 03:10] They've really got it dialed in, but it's a tough industry because the cost per clicks
[03:10 -> 03:17] can sometimes get 50 bucks because, you know, think about it, a job to them might be $25,000.
[03:17 -> 03:23] So they're willing to pay and there are a ridiculous amount of roofers out there and
[03:23 -> 03:30] just trying to land those is extremely difficult, especially if the budget is less than $2,000
[03:30 -> 03:32] or $3,000 a month.
[03:32 -> 03:34] Another one is like credit cards.
[03:34 -> 03:38] Some of those companies will pay 50 bucks a click without blinking because, you know,
[03:38 -> 03:42] think about the return on investment if they get somebody on their credit card that's got
[03:42 -> 03:46] a high interest rate, they make thousands and thousands and thousands of dollars over years.
[03:46 -> 03:50] So you got to watch out for some some industries like that.
[03:50 -> 03:53] A good client has got money to spend.
[03:53 -> 03:57] They are presently doing some marketing.
[03:57 -> 04:02] And I'm not talking about somebody that calls up and says, well, I've got a new business.
[04:02 -> 04:04] You know, we're just getting up and running.
[04:04 -> 04:05] They might not have a lot of money to spend.
[04:05 -> 04:07] You really got to watch out.
[04:07 -> 04:11] And so I will qualify somebody right at the beginning and ask them what kind of marketing
[04:11 -> 04:12] they're presently doing.
[04:12 -> 04:16] If they say we're just doing word of mouth or just referrals, that means they haven't
[04:16 -> 04:18] spent any money on marketing.
[04:18 -> 04:20] They haven't understood what it's going to cost.
[04:20 -> 04:22] You got to tread lightly.
[04:22 -> 04:24] That might not be the ideal client.
[04:24 -> 04:27] You know, a great type of client has a big or quick pain point.
[04:27 -> 04:33] So we tend to work with a lot of home service businesses because people have a big pain point,
[04:33 -> 04:34] right?
[04:34 -> 04:35] Talk about it all the time.
[04:35 -> 04:36] Mouse run through the house.
[04:36 -> 04:37] I want it gone.
[04:37 -> 04:38] I need a professional.
[04:38 -> 04:40] A, you know, a pipe breaks in the house.
[04:40 -> 04:41] We need that fix.
[04:41 -> 04:42] Lights don't work.
[04:42 -> 04:43] It's a nutrition.
[04:43 -> 04:46] You know, there are people that are, they know they have those problems.
[04:46 -> 04:50] They don't like to spend that money for those people, but they go out to look for them and
[04:50 -> 04:53] they know they need it fixed and they need a professional to do it.
[04:53 -> 04:59] So big quick pain point, something where the sales cycle is not a really long one.
[04:59 -> 05:04] You know, the sales cycle is you look for a plumber, you go to a landing page and you
[05:04 -> 05:06] call or you don't, right?
[05:06 -> 05:08] You make a decision right there if you're going to use that person.
[05:08 -> 05:11] And once you call them, they're like, yeah, we'll be out there tomorrow.
[05:11 -> 05:12] You're like perfect.
[05:12 -> 05:16] So that sales cycle is what, you know, five minutes.
[05:16 -> 05:20] That is a great type of client for this, a high lifetime value.
[05:20 -> 05:22] And that's not for you, but for the client.
[05:22 -> 05:27] So if you're working for a pest control company, you need to make sure that they understand
[05:27 -> 05:32] that, you know, if you get them one client, how, you know, your conversation with them is,
[05:32 -> 05:34] what's the lifetime value of a client for you?
[05:34 -> 05:39] And they're like, well, we typically, you know, maybe $1,000 because they get them two
[05:39 -> 05:40] or three times a year.
[05:40 -> 05:44] They go out to that client for two or three times a year for maintenance or to keep up
[05:44 -> 05:45] with it.
[05:45 -> 05:49] And, you know, an average person works, uh, the stays with them for two years.
[05:49 -> 05:50] Well, that might be $1,000.
[05:50 -> 05:54] So you need to, you know, you need to explain to the client that, listen, you're not only
[05:54 -> 05:58] just paying maybe $20 for this lead, but if you get that lead, that lead can be worth
[05:58 -> 05:59] $1,000 to you.
[05:59 -> 06:04] And the more you're able to show that to them, the easier that is going to be to close up
[06:04 -> 06:07] that client service businesses.
[06:07 -> 06:10] So I just talked about that and e-commerce are great.
[06:10 -> 06:15] E-commerce as long as the product is, you know, a little bit higher price product.
[06:15 -> 06:19] For example, I used to sell t-shirts and back in the day when we could still get clicks
[06:19 -> 06:24] for 10, 20, 30 cents, that was totally fine for Google ads.
[06:24 -> 06:25] We could do it.
[06:25 -> 06:30] So you know, for that industry might be 50 cents a buck, $2, $3.
[06:30 -> 06:33] Well, if you're spending $3 a click, you better be landing every single one.
[06:33 -> 06:37] Otherwise your margins completely go out the window with service businesses and average
[06:37 -> 06:41] sale, you know, it could be two, three, four, five, six, 700 bucks for them.
[06:41 -> 06:46] That's a great type of business because, you know, maybe you spend 20 or $30 trying to,
[06:46 -> 06:51] you know, actually land a lead, um, for them, but they're willing to pay 30 bucks for
[06:51 -> 06:56] a lead or 20 bucks for a lead because, uh, you know, they close the majority of them
[06:56 -> 07:00] and that $20 lead, they might get $600 or $800 out of.
[07:00 -> 07:02] So that's obviously a very nice return.
[07:02 -> 07:07] E-commerce, we have some of those types of clients that we work with that have higher
[07:07 -> 07:08] price points.
[07:08 -> 07:13] So for example, we have one that sells classes and the class might be $200 and some of their
[07:13 -> 07:15] classes are $600.
[07:15 -> 07:21] So when they pay $17 for a lead, they're going to make, uh, you know, $185 or they're
[07:21 -> 07:23] going to make $585, right?
[07:23 -> 07:24] You see how that works.
[07:24 -> 07:29] So that's obviously a very good return on investment and they're happy to pay it all day
[07:29 -> 07:30] long.
[07:30 -> 07:35] Another big thing when qualifying and client is spending less than $1,000 a month on ad spend.
[07:35 -> 07:39] If you've got somebody that starts talking to you and they're like, well, we have $500
[07:39 -> 07:43] to spend on ads right then, I end the conversation.
[07:43 -> 07:44] And here's how I do it.
[07:44 -> 07:47] They'll be like, well, we have $500 in our budget.
[07:47 -> 07:51] I'll say, you know what, I appreciate the call, but I do need to be upfront with you.
[07:51 -> 07:55] Our services run $500 and that's before ad spend.
[07:55 -> 08:00] And the reason is, is because, you know, we're able to show people a great return on investment.
[08:00 -> 08:04] And if we get you, you know, just two clients, it covers covers our fees, but we should be
[08:04 -> 08:05] able to get you a lot more than that.
[08:05 -> 08:11] But with a $500 a month ad spend, you're just not going to get, uh, enough statistics and
[08:11 -> 08:15] enough clicks to really, um, make it worth your while.
[08:15 -> 08:18] And they're going to be like, Oh, oh, you charge $500.
[08:18 -> 08:23] And if they sound shocked by that, you're like, yeah, you know what, it's, it's, it's
[08:23 -> 08:24] a, it's an expensive industry.
[08:24 -> 08:25] We understand.
[08:25 -> 08:31] But the return on, you know, the return to you and the value to your business that we provide
[08:31 -> 08:33] is extraordinary, but you need to be ready for that.
[08:33 -> 08:37] And you also need to be ready for about three months of that.
[08:37 -> 08:38] And they're like, what?
[08:38 -> 08:39] They're shocked.
[08:39 -> 08:41] They can't believe how much you cost.
[08:41 -> 08:44] If that keeps coming up and they keep being shocked, you need to let them know that this
[08:44 -> 08:46] isn't the right time for them.
[08:46 -> 08:48] So it's, it comes down to that.
[08:48 -> 08:52] I don't want to talk to somebody, um, and work with them if they're like completely
[08:52 -> 08:57] shocked by that because if they are, then it's going to be a constant uphill battle.
[08:57 -> 09:01] And they're going to be on the phone with you a lot because they're like, it's been three
[09:01 -> 09:05] days and we don't have a lead and, and, and we can't afford to keep, you know, throwing
[09:05 -> 09:06] money out the door like this.
[09:06 -> 09:09] That's exactly the conversations you're going to have.
[09:09 -> 09:14] If they've only budgeted $500 and that's like their lifeline, they are going to be on
[09:14 -> 09:15] the phone with you a lot.
[09:15 -> 09:17] And you don't want that.
[09:17 -> 09:19] It's not that you don't want those clients.
[09:19 -> 09:23] It's that you don't want them to be that stressed out because if there's stress and if this,
[09:23 -> 09:29] they're using this as a lifeline to get their business going, they are going to be on with
[09:29 -> 09:32] you constantly and right.
[09:32 -> 09:33] It's their business.
[09:33 -> 09:37] I mean, they're, they're, if they're desperate, that's not a good client that you want.
[09:37 -> 09:41] I use, I usually stay away from new businesses or desperate clients.
[09:41 -> 09:45] And when I say new businesses, um, if somebody calls me, wow, we just got up and running
[09:45 -> 09:49] and we're just looking to get clients and we've got our website finally done or kind
[09:49 -> 09:50] of done.
[09:50 -> 09:55] And if they're that new, a lot of the times they don't understand exactly how much marketing
[09:55 -> 09:59] costs and you want to qualify them right away and say, what kind of budget do you have?
[09:59 -> 10:02] And they're like, well, we got about $300 a month.
[10:02 -> 10:05] You already know that that's not a, not at someone that you're going to be able to work
[10:05 -> 10:06] with, right?
[10:06 -> 10:08] Um, desperate.
[10:08 -> 10:12] If they're like, you know, we've got to do something we've got, uh, you know, we've got
[10:12 -> 10:16] two trucks, we've got to keep them going and, and, uh, we just, you know, we're going
[10:16 -> 10:17] to go under.
[10:17 -> 10:21] If that's the case, that's always a big red flag for me.
[10:21 -> 10:25] If they're desperate, like they absolutely need this to work or they're going to go out
[10:25 -> 10:28] of business, you don't want that kind of pressure on you.
[10:28 -> 10:32] It, uh, it's not something that's, that's pleasant and you don't want to, you know, you
[10:32 -> 10:37] sure could you save the day by, by, you know, having running a great campaign and getting
[10:37 -> 10:38] them a ton of business?
[10:38 -> 10:39] Yeah.
[10:39 -> 10:42] You also don't know how they're running their business.
[10:42 -> 10:45] They could be desperate and their business could be in the toilet because of how they
[10:45 -> 10:46] run it.
[10:46 -> 10:52] So no matter what, if you, even if you kill it, that may not keep them in business, right?
[10:52 -> 10:56] So if they're really desperate, I will definitely steer clear.
[10:56 -> 10:59] Um, so a great client is somebody who's already marketing.
[10:59 -> 11:01] Uh, the conversation will start out.
[11:01 -> 11:02] So what are you doing for your marketing right now?
[11:02 -> 11:04] And they're like, well, we're doing some social media.
[11:04 -> 11:06] We've done some Facebook ads.
[11:06 -> 11:11] We are, you know, presently marketing, um, on Instagram and they may say a number of different
[11:11 -> 11:12] things.
[11:12 -> 11:15] And if they're already marketing, that's great because you're going to be shocked at how many
[11:15 -> 11:17] people don't.
[11:17 -> 11:20] And I know you may say, well, how are they getting business?
[11:20 -> 11:24] A lot of them start out by just getting business through friends and family and going to networking
[11:24 -> 11:27] events and then they just get referrals.
[11:27 -> 11:31] And that's all they do because they tried some marketing and it didn't work and so they
[11:31 -> 11:34] don't think it's, it's the right way to go or they can't afford it.
[11:34 -> 11:38] Or for whatever reason, there's a lot of clients out there that do not market their
[11:38 -> 11:39] business.
[11:39 -> 11:43] So if somebody's already marketing, they've already got some money to spend, which is awesome.
[11:43 -> 11:45] Um, they understand the value of it.
[11:45 -> 11:47] They understand that, hey, we need to do this.
[11:47 -> 11:49] We know we can't grow without it.
[11:49 -> 11:51] And we want to try it already.
[11:51 -> 11:54] You know, you've got somebody that, that could be a potential great fit.
[11:54 -> 11:58] If they've used Google ads in the past, so you'll get clients that will call you and
[11:58 -> 12:02] say, well, I, we tried it way back in the day, but we were doing it ourselves.
[12:02 -> 12:07] And so we know it didn't really work because we didn't really know what we were doing or
[12:07 -> 12:11] they maybe had used an agency in the past and they had a bad experience.
[12:11 -> 12:16] But if they've already used Google ads, they already know that there's going to be a pretty
[12:16 -> 12:18] good cost to it.
[12:18 -> 12:19] And they're still on the phone.
[12:19 -> 12:22] So that's a great fit.
[12:22 -> 12:24] Maybe has a more expensive product or service.
[12:24 -> 12:25] Like I said, not t-shirts.
[12:25 -> 12:31] I love like floor refinishing companies because a small job to them is five or six hundred bucks,
[12:31 -> 12:33] you know, and you can get a lead for them at 20.
[12:33 -> 12:36] So you, you can show a great return on investment.
[12:36 -> 12:41] I love pest control companies because their pain points are very quick.
[12:41 -> 12:46] So somebody will call and they just, they need to get rid of a mouse or they've got termites
[12:46 -> 12:47] or whatever it might be.
[12:47 -> 12:50] They got ants in their kitchen, you know, they just want them gone.
[12:50 -> 12:57] Those are great, quick, easy cells, electricians, plumbers, you know, the ones that we talk
[12:57 -> 12:58] about a lot.
[12:58 -> 13:01] They're companies like Hot Tub Repair.
[13:01 -> 13:03] We have three dentist offices.
[13:03 -> 13:09] Those are great because once they land a client, they are a client for life, right?
[13:09 -> 13:11] How often do you switch your dentist?
[13:11 -> 13:18] So a great lifetime value or a more expensive product or service, you get the idea.
[13:18 -> 13:23] So it has definitely a more expensive product or a very unique product, like one of a kind
[13:23 -> 13:25] where other people aren't selling it.
[13:25 -> 13:28] If they're looking for it and other people aren't selling it, those are great as well
[13:28 -> 13:33] because you know that every time you get a click, it could be a potential slam dunk sale.
[13:33 -> 13:38] When I talk to service companies, if they've got like 10 trucks, I'm very intrigued because
[13:38 -> 13:44] they know that they need to get clients to keep all those trucks busy versus the guy who's
[13:44 -> 13:45] got one truck.
[13:45 -> 13:48] You know, the guy who's only got one truck, he may be very good at his business.
[13:48 -> 13:53] Maybe he's trying to build it, but you need to make, you know, those are just different,
[13:53 -> 13:54] different ways I look at it.
[13:54 -> 13:59] If he's only got one truck and he's never done marketing before and you know, you may
[13:59 -> 14:05] overwhelm him because it's really not that hard to find clients for service businesses
[14:05 -> 14:09] and this guy's got one truck and now he can't keep up with the business and he has to pause
[14:09 -> 14:10] his ads.
[14:10 -> 14:14] I've had it work both ways where I've got clients that literally or old clients that
[14:14 -> 14:18] used to do that and they would just pause their ads like every other month because
[14:18 -> 14:19] they couldn't keep up with it.
[14:19 -> 14:24] And then we've had other businesses where they kept going and they just built their business.
[14:24 -> 14:29] You know, from one truck to like 10 or 15, they understood they knew how to grow that
[14:29 -> 14:30] business.
[14:30 -> 14:35] Another great client is religious about tracking their leads for their business.
[14:35 -> 14:38] They understand the value of knowing where their leads come from.
[14:38 -> 14:41] And if they get on the phone with you and you're like, sir, you're tracking your leads, they're
[14:41 -> 14:45] like, we know, you know, 37% of our leads come from this and 20% come from this.
[14:45 -> 14:47] They start throwing numbers out.
[14:47 -> 14:51] You love them already, right?
[14:51 -> 14:52] They're going to help you.
[14:52 -> 14:57] They're going to help make your job much, much easier and qualify them early in the conversation.
[14:57 -> 15:03] Like I said, they we don't know if they've got money yet, but you need to find that out.
[15:03 -> 15:07] If they're if they don't have money to spend and if they can't afford to spend it for two
[15:07 -> 15:12] or three months because it takes, you know, it takes a while to dial these in, then that
[15:12 -> 15:14] may not be the best fit.
[15:14 -> 15:18] When I talk about dialing them in, I set expectations for three months and then I listen
[15:18 -> 15:20] to their reaction.
[15:20 -> 15:23] They'll say, you know what, you know, at a minimum, you're going to need to be spending
[15:23 -> 15:25] a thousand dollars a month on ad spend.
[15:25 -> 15:28] And then, you know, our services are $500.
[15:28 -> 15:30] You know, there's a set of fee as well.
[15:30 -> 15:37] And you need to be prepared for three months of that because it will take us 60 to 90 days
[15:37 -> 15:39] to really dial these campaigns in.
[15:39 -> 15:42] Now that doesn't mean that you're not going to be getting clients right away because you
[15:42 -> 15:46] are, you know, the goal is for us to get clients for you as fast as possible.
[15:46 -> 15:48] You know, that first week.
[15:48 -> 15:51] So you hopefully will have money coming in right away.
[15:51 -> 15:57] But to really dial in and get these campaigns churning, we have to make changes to make changes
[15:57 -> 15:58] we need statistics.
[15:58 -> 16:00] And that comes from getting clicks.
[16:00 -> 16:04] So you're not going to get a lot of clicks the first week, not enough for us to make a
[16:04 -> 16:09] ton of changes to the campaign to make sure that we dial it in, right?
[16:09 -> 16:14] So you need to be, you need to expect that it's a 60 to 90 day period.
[16:14 -> 16:16] And I sell hard on that.
[16:16 -> 16:23] And if they're like, Oh, oh, well, we can't afford, you know, that if it's 500 for you
[16:23 -> 16:27] and a thousand dollars a month for ad spend, that's $4,500.
[16:27 -> 16:30] We can't, you know, we can't do that right now.
[16:30 -> 16:31] And they'll tell you.
[16:31 -> 16:37] And if they can't, you say, okay, I completely understand it's a big decision and stuff.
[16:37 -> 16:41] And but you know what, I think that this could work for your business and you'd be honest
[16:41 -> 16:43] with them if it can.
[16:43 -> 16:45] And if not, then just let them know.
[16:45 -> 16:47] Yeah, I just don't think that this is the right time.
[16:47 -> 16:51] But you know, let us know in the future if you want us to help and just end the conversation.
[16:51 -> 16:53] They'll appreciate you being upfront and not wasting their time.
[16:53 -> 16:56] No, it never does somebody really get mad about it.
[16:56 -> 16:56] All right.
[16:56 -> 16:59] So that is how we qualify a client.
[16:59 -> 17:02] Now in the next video, we're going to go and do a sample sales call.
[17:02 -> 17:03] All right.
[17:03 -> 17:04] See you in the next video.

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--- FULL TRANSCRIPT ---
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All right, so in this lesson, we are going to talk about qualifying a client. I'm going to jump around a lot here, but then at the end, I'm going to give you a sample, you know, kind of how I handle calls. But I want to touch on a lot of the points before I do that, just so you understand what I'm doing in that kind of sample phone call. Number one, you don't want to just work with anybody. Everyone is not an option. And what I try to do is qualify them very early in the phone call process. When you're initially talking to a client, the call may be 30 minutes. It may be an hour. It just really depends on the questions and the experience of the potential client. But I don't want to sit on a phone call for an hour if I know that that person is not going to be the right kind of candidate. I don't want to waste their time and I certainly don't want to waste mine. So really early on in the phone call, within the first 10 minutes, I'm going to make sure that I know that they're the right type of client, that we can continue the conversation for possibly that 30 minutes or maybe even an hour. But I'd say right now in my business, the calls will last around 30 to 45 minutes on average. So when I talk about everyone not being an option, watch out for big industries, things like realtors, insurance companies, roofers and credit cards. I'm going to give you some examples here. Realtors are really, really tough because of the fact that they, when a realtor is advertising, they're advertising themselves, right? They are the realtor, but they're competing with so many big companies. Like for example, you've got like century 21, I think is a pretty big real estate firm. If you have a realtor for century 21 named Jim Smith, Jim is trying to advertise himself, but he's competing with century 21 itself and you dine a realtor T and Caldwell Banker and all these other, those are the big ones in our area. He's competing with them because the Caldwell Bankers, they don't really care who is selling the house as long as it's under their umbrella. So the realtors are really marketing against all these other companies that will pay some ridiculous costs per clicks to get that traffic. Same thing with insurance companies. I worked with a couple of insurance brokers. One of them working for State Farm. The problem was that she was advertising her agency, but she was also advertising against State Farm. She was advertising against these other massive insurance companies, farmers insurance and some of the other big ones. It's really difficult because she's like, yeah, well, I'm a local agent, but why is it so expensive? It's expensive because these massive companies are competing against each other and they will pay a huge cost per click because of the returns that they get. Roofers are extremely difficult. The reason being is everybody and their brother has a roofing company. I know some Google ads agency owners who that's all they do is go after roofers. They've really got it dialed in, but it's a tough industry because the cost per clicks can sometimes get 50 bucks because, you know, think about it, a job to them might be $25,000. So they're willing to pay and there are a ridiculous amount of roofers out there and just trying to land those is extremely difficult, especially if the budget is less than $2,000 or $3,000 a month. Another one is like credit cards. Some of those companies will pay 50 bucks a click without blinking because, you know, think about the return on investment if they get somebody on their credit card that's got a high interest rate, they make thousands and thousands and thousands of dollars over years. So you got to watch out for some some industries like that. A good client has got money to spend. They are presently doing some marketing. And I'm not talking about somebody that calls up and says, well, I've got a new business. You know, we're just getting up and running. They might not have a lot of money to spend. You really got to watch out. And so I will qualify somebody right at the beginning and ask them what kind of marketing they're presently doing. If they say we're just doing word of mouth or just referrals, that means they haven't spent any money on marketing. They haven't understood what it's going to cost. You got to tread lightly. That might not be the ideal client. You know, a great type of client has a big or quick pain point. So we tend to work with a lot of home service businesses because people have a big pain point, right? Talk about it all the time. Mouse run through the house. I want it gone. I need a professional. A, you know, a pipe breaks in the house. We need that fix. Lights don't work. It's a nutrition. You know, there are people that are, they know they have those problems. They don't like to spend that money for those people, but they go out to look for them and they know they need it fixed and they need a professional to do it. So big quick pain point, something where the sales cycle is not a really long one. You know, the sales cycle is you look for a plumber, you go to a landing page and you call or you don't, right? You make a decision right there if you're going to use that person. And once you call them, they're like, yeah, we'll be out there tomorrow. You're like perfect. So that sales cycle is what, you know, five minutes. That is a great type of client for this, a high lifetime value. And that's not for you, but for the client. So if you're working for a pest control company, you need to make sure that they understand that, you know, if you get them one client, how, you know, your conversation with them is, what's the lifetime value of a client for you? And they're like, well, we typically, you know, maybe $1,000 because they get them two or three times a year. They go out to that client for two or three times a year for maintenance or to keep up with it. And, you know, an average person works, uh, the stays with them for two years. Well, that might be $1,000. So you need to, you know, you need to explain to the client that, listen, you're not only just paying maybe $20 for this lead, but if you get that lead, that lead can be worth $1,000 to you. And the more you're able to show that to them, the easier that is going to be to close up that client service businesses. So I just talked about that and e-commerce are great. E-commerce as long as the product is, you know, a little bit higher price product. For example, I used to sell t-shirts and back in the day when we could still get clicks for 10, 20, 30 cents, that was totally fine for Google ads. We could do it. So you know, for that industry might be 50 cents a buck, $2, $3. Well, if you're spending $3 a click, you better be landing every single one. Otherwise your margins completely go out the window with service businesses and average sale, you know, it could be two, three, four, five, six, 700 bucks for them. That's a great type of business because, you know, maybe you spend 20 or $30 trying to, you know, actually land a lead, um, for them, but they're willing to pay 30 bucks for a lead or 20 bucks for a lead because, uh, you know, they close the majority of them and that $20 lead, they might get $600 or $800 out of. So that's obviously a very nice return. E-commerce, we have some of those types of clients that we work with that have higher price points. So for example, we have one that sells classes and the class might be $200 and some of their classes are $600. So when they pay $17 for a lead, they're going to make, uh, you know, $185 or they're going to make $585, right? You see how that works. So that's obviously a very good return on investment and they're happy to pay it all day long. Another big thing when qualifying and client is spending less than $1,000 a month on ad spend. If you've got somebody that starts talking to you and they're like, well, we have $500 to spend on ads right then, I end the conversation. And here's how I do it. They'll be like, well, we have $500 in our budget. I'll say, you know what, I appreciate the call, but I do need to be upfront with you. Our services run $500 and that's before ad spend. And the reason is, is because, you know, we're able to show people a great return on investment. And if we get you, you know, just two clients, it covers covers our fees, but we should be able to get you a lot more than that. But with a $500 a month ad spend, you're just not going to get, uh, enough statistics and enough clicks to really, um, make it worth your while. And they're going to be like, Oh, oh, you charge $500. And if they sound shocked by that, you're like, yeah, you know what, it's, it's, it's a, it's an expensive industry. We understand. But the return on, you know, the return to you and the value to your business that we provide is extraordinary, but you need to be ready for that. And you also need to be ready for about three months of that. And they're like, what? They're shocked. They can't believe how much you cost. If that keeps coming up and they keep being shocked, you need to let them know that this isn't the right time for them. So it's, it comes down to that. I don't want to talk to somebody, um, and work with them if they're like completely shocked by that because if they are, then it's going to be a constant uphill battle. And they're going to be on the phone with you a lot because they're like, it's been three days and we don't have a lead and, and, and we can't afford to keep, you know, throwing money out the door like this. That's exactly the conversations you're going to have. If they've only budgeted $500 and that's like their lifeline, they are going to be on the phone with you a lot. And you don't want that. It's not that you don't want those clients. It's that you don't want them to be that stressed out because if there's stress and if this, they're using this as a lifeline to get their business going, they are going to be on with you constantly and right. It's their business. I mean, they're, they're, if they're desperate, that's not a good client that you want. I use, I usually stay away from new businesses or desperate clients. And when I say new businesses, um, if somebody calls me, wow, we just got up and running and we're just looking to get clients and we've got our website finally done or kind of done. And if they're that new, a lot of the times they don't understand exactly how much marketing costs and you want to qualify them right away and say, what kind of budget do you have? And they're like, well, we got about $300 a month. You already know that that's not a, not at someone that you're going to be able to work with, right? Um, desperate. If they're like, you know, we've got to do something we've got, uh, you know, we've got two trucks, we've got to keep them going and, and, uh, we just, you know, we're going to go under. If that's the case, that's always a big red flag for me. If they're desperate, like they absolutely need this to work or they're going to go out of business, you don't want that kind of pressure on you. It, uh, it's not something that's, that's pleasant and you don't want to, you know, you sure could you save the day by, by, you know, having running a great campaign and getting them a ton of business? Yeah. You also don't know how they're running their business. They could be desperate and their business could be in the toilet because of how they run it. So no matter what, if you, even if you kill it, that may not keep them in business, right? So if they're really desperate, I will definitely steer clear. Um, so a great client is somebody who's already marketing. Uh, the conversation will start out. So what are you doing for your marketing right now? And they're like, well, we're doing some social media. We've done some Facebook ads. We are, you know, presently marketing, um, on Instagram and they may say a number of different things. And if they're already marketing, that's great because you're going to be shocked at how many people don't. And I know you may say, well, how are they getting business? A lot of them start out by just getting business through friends and family and going to networking events and then they just get referrals. And that's all they do because they tried some marketing and it didn't work and so they don't think it's, it's the right way to go or they can't afford it. Or for whatever reason, there's a lot of clients out there that do not market their business. So if somebody's already marketing, they've already got some money to spend, which is awesome. Um, they understand the value of it. They understand that, hey, we need to do this. We know we can't grow without it. And we want to try it already. You know, you've got somebody that, that could be a potential great fit. If they've used Google ads in the past, so you'll get clients that will call you and say, well, I, we tried it way back in the day, but we were doing it ourselves. And so we know it didn't really work because we didn't really know what we were doing or they maybe had used an agency in the past and they had a bad experience. But if they've already used Google ads, they already know that there's going to be a pretty good cost to it. And they're still on the phone. So that's a great fit. Maybe has a more expensive product or service. Like I said, not t-shirts. I love like floor refinishing companies because a small job to them is five or six hundred bucks, you know, and you can get a lead for them at 20. So you, you can show a great return on investment. I love pest control companies because their pain points are very quick. So somebody will call and they just, they need to get rid of a mouse or they've got termites or whatever it might be. They got ants in their kitchen, you know, they just want them gone. Those are great, quick, easy cells, electricians, plumbers, you know, the ones that we talk about a lot. They're companies like Hot Tub Repair. We have three dentist offices. Those are great because once they land a client, they are a client for life, right? How often do you switch your dentist? So a great lifetime value or a more expensive product or service, you get the idea. So it has definitely a more expensive product or a very unique product, like one of a kind where other people aren't selling it. If they're looking for it and other people aren't selling it, those are great as well because you know that every time you get a click, it could be a potential slam dunk sale. When I talk to service companies, if they've got like 10 trucks, I'm very intrigued because they know that they need to get clients to keep all those trucks busy versus the guy who's got one truck. You know, the guy who's only got one truck, he may be very good at his business. Maybe he's trying to build it, but you need to make, you know, those are just different, different ways I look at it. If he's only got one truck and he's never done marketing before and you know, you may overwhelm him because it's really not that hard to find clients for service businesses and this guy's got one truck and now he can't keep up with the business and he has to pause his ads. I've had it work both ways where I've got clients that literally or old clients that used to do that and they would just pause their ads like every other month because they couldn't keep up with it. And then we've had other businesses where they kept going and they just built their business. You know, from one truck to like 10 or 15, they understood they knew how to grow that business. Another great client is religious about tracking their leads for their business. They understand the value of knowing where their leads come from. And if they get on the phone with you and you're like, sir, you're tracking your leads, they're like, we know, you know, 37% of our leads come from this and 20% come from this. They start throwing numbers out. You love them already, right? They're going to help you. They're going to help make your job much, much easier and qualify them early in the conversation. Like I said, they we don't know if they've got money yet, but you need to find that out. If they're if they don't have money to spend and if they can't afford to spend it for two or three months because it takes, you know, it takes a while to dial these in, then that may not be the best fit. When I talk about dialing them in, I set expectations for three months and then I listen to their reaction. They'll say, you know what, you know, at a minimum, you're going to need to be spending a thousand dollars a month on ad spend. And then, you know, our services are $500. You know, there's a set of fee as well. And you need to be prepared for three months of that because it will take us 60 to 90 days to really dial these campaigns in. Now that doesn't mean that you're not going to be getting clients right away because you are, you know, the goal is for us to get clients for you as fast as possible. You know, that first week. So you hopefully will have money coming in right away. But to really dial in and get these campaigns churning, we have to make changes to make changes we need statistics. And that comes from getting clicks. So you're not going to get a lot of clicks the first week, not enough for us to make a ton of changes to the campaign to make sure that we dial it in, right? So you need to be, you need to expect that it's a 60 to 90 day period. And I sell hard on that. And if they're like, Oh, oh, well, we can't afford, you know, that if it's 500 for you and a thousand dollars a month for ad spend, that's $4,500. We can't, you know, we can't do that right now. And they'll tell you. And if they can't, you say, okay, I completely understand it's a big decision and stuff. And but you know what, I think that this could work for your business and you'd be honest with them if it can. And if not, then just let them know. Yeah, I just don't think that this is the right time. But you know, let us know in the future if you want us to help and just end the conversation. They'll appreciate you being upfront and not wasting their time. No, it never does somebody really get mad about it. All right. So that is how we qualify a client. Now in the next video, we're going to go and do a sample sales call. All right. See you in the next video.

