What's going on everybody Brian Downard here and over the past couple of years running our coaching agency We've helped our clients make more than three hundred million dollars using the exact frameworks I'm gonna break down in terms of how they are structuring their offers to not only make it easy to sell but also easy To scale on the back end. So they're not doing too much right selling everything to everyone is not just a recipe for failure, uh, especially over the long term horizon when you're just getting started out and you're kind of feeling out your footing. It's fine. I get it. But this should hopefully give you some structure and accountability around how to create an offer people want to buy and that doesn't create a fulfillment nightmare for yourself. So like I said, seven figure offers were built off of this for agencies, social media marketing agencies, SAS companies, coaching and consulting companies. Uh, and you can do this in 30 minutes or less, and I'm going to try and keep this video under 30 minutes so you can kind of rock through it yourself. And again, like the goal here is to go from vague offers that are kind of everything to everybody, which when you do that, you're nothing to nobody, uh, to more of a premium offer that is need to have. And again, I'm going to say this again, because this phrase is so important, easy to sell, easy to scale, and easy to scale on the back end. And really the first thing that it's all going to come down to is who you are selling to, because I'm going to be really real right off the jump here in the video. No one really cares about what you like to do, what you're passionate about, what services gets you excited. Like you might be really into graphic design or you might be really into copywriting or systems or tech. Or Facebook ads. At the end of the day, the industry that you serve is going to dictate the products and services that you sell because at the end of the day, it's what they want, what is in it for them, what are the outcomes it's going to produce for them, and in the worst case scenarios, you might be trying to sell an offer to an audience that has no benefit from it at all. So, you know, an example of that I use quite often is, there's a service called database reactivation, where you're essentially texting and emailing your client's database to reactivate customers. Now, let's say you were working with a roofer, is it really realistic to do reactivation campaigns when roofing clients only buy from them every 20 to 30 years? Probably not. So, this is another, you know, reason why you need to start with who you are selling to and this is something, you know, some people call it your avatar, your ICP, ideal client profile, it's all a fancy way of saying you need to have a particular industry that you serve or a niche, right? Now, some people will say, oh, like, my niche is small businesses, my niche is coaches, my niche is e-commerce. Those are still not really niches, right? Like, I'm talking industry specific and that's within a sub niche of that industry. Now, again, when you're just starting out, you might want to go a little bit wider. So instead of saying, hey, I'm only going to work with personal injury attorneys, you might say, hey, I'm going to try and work with lawyers. And then over time you find the sub niche in that industry, um, you can really latch onto and make it easier to, like I said, sell and scale. That's going to be a recurring theme in this video. So to make this really easy for yourself, because you know, one of two things will happen. One, you either already are in the industry you know you want to be in. In that case, great. You can kind of jump down to the next part of this video. Um, but number two is you're not sure at all. And this is very common. There's a lot of uncertainty around this. So what my recommendation is going to be is you try and find an industry that is in the intersection of these three things. What you know, and what you're good at. So industries that you can already, you know, you've got some background and you've experienced and you've worked in before. You've got clients in that space already and that you can already get some good results. And that would be the easiest, lowest hang fruit. Another one would be where you're well connected. Maybe some industries you don't know as well or not great at them yet, but you have a lot of connections. You've got family or friends or colleagues who are in the in this space making money and they have connections as well that you can leverage to create some opportunities from. And then this one is so important and this one's less about, you know, playing the hand that you are dealt in terms of what you know, what you're good at, where you're connected. And this is finding industries where your clients' clients pay them a lot of money, ideally all at once. That means you don't have to get them. Get them a lot of customers to make an ROI on your investment. So I'll give you a couple of good examples and then some bad examples. Um, some good examples might be things like a patio furniture store. This is an industry where I was able to go into and people would spend 20, $30,000 or more on patio furniture and I didn't have to get them a lot of customers for them to easily and gladly pay me, you know, two, three, four, $5,000 a month. It was per month because the ROI for them was such a no brainer. Now on the flip side, if you're working with someone, say like, um, a nail salon, right? And they do nails for, don't, don't quote me. I don't know what the exact prices are. A hundred to $200. We'll make up a number, right? If you want to charge $2,000 a month for that service, they have to get, you know, 20 ish clients just to break even. And if you've seen anything we'll talk about, you know, pricing here in a minute, but that's not going to be a good investment for them. They don't want to just ROI their money. They don't want to even two X their money. Very often they want a three, five X or 10 X, the return on what they're paying you. If you want your offer to be something they continue to pay for. So what will happen is as you start to take steps towards an industry, it doesn't mean you have to shut off every single other opportunity, but you want to go date and flirt with for 45 to 60 days in a direction with an industry you feel good about. And then what often happens is once you commit to a direction, you either find what you're looking for in that space or by simply stepping into the forest, you find the path that you were meant to be on through referrals. Again, I didn't pick patio furniture. I worked with hotels and restaurants. Again, restaurants, it's an okay one hotels for other reasons. It's an okay one. Uhm, but at the end of the day, I was able to, through connections in those spaces, be introduced to the patio furniture industry like, oh, wow, I fell ass backwards into the niche that I ultimately ended up serving. Same can happen for you, but you got to be intentional by choosing a direction and then going that way and not just letting whatever comes to you be ultimately what decides your niche. Alright, I'm not going to beat this one to death. I already appreciate it. I probably overdid it. So, uhm, let's keep rocking. Next is you just need to make a list of deliverables. What are the services you want to sell that are based on the outcomes that your ideal client profile wants? Now I want to make it really easy for you. Most of them want to make more money, save more time and save money. So you got to start looking at the services that can do those things and that will allow you to go from being a nice to have service. It's like, Hey, I'm just kind of like doing things for you that feel good to, Hey, this is something you actually need and you're going to continue paying for, you know, month to month, year to year. And really how I look at this is three parts. We call this the strategy partner agency offer and essentially you want one offer that fills their bucket. When I say fill the bucket, that means a lead gen service, right? The water is the leads that kind of pour into their bucket. So this might be things like SEO, um, Facebook ads, Google ads, pay per lead services, uh, that, that type of thing where you can charge a higher ticket premium for those offers. Number two is going to be something that sort of plugs the holes up in their bucket. So this would be, uh, like high level SAS features like missed call text back, lead nurturing AI employee. And this is a lower ticket, uh, kind of utility SAS, the that I call it. And it's a utility because it's something that just works for them without them having to even think about it. So it becomes like a utility bill and that's on the lower ticket side. So ideally you can charge somewhere between 2000 to $5,000 or more per month for the high ticket and then somewhere in the ballpark of 300 to a thousand dollars a month for the lower ticket SAS. Again, this is all going to be based on what it's worth to your customers. But at the end of the day, this will allow you to have a lower ticket down sell on a sales call to enroll them into and then a back end retention mechanism to keep money coming to the door if for whatever reason they churn out of this. And then the additional thing here that I always like to add, even if it's literally just one phone call you do per month with the client to have a strategic talk about the rest of their marketing and their sales, this will position you as not just a lead vendor, as not just a replaceable entity or vendor in their company, but something that's, you know, really, again, need to have when you can be involved in these higher level strategic conversations and help them get better at the other things around their business. It's not that you're necessarily doing them, it's you're helping shine light on the things that they need to fix. So when you have clients coming to you saying, all the leads are bad, they suck, okay, well, let's look at the process and see how we can make that better together instead of just letting them fire you and bail you blame each other until you churn out. Cool? Right. Next is you need to find white label support or hire in-house and then know your fulfillment costs. This is going to be really important. We're going to build towards, you know, the stuff later here. So it's kind of a building blocks built on top of each other. Um, but really to me, it's like if you're trying to move quickly at the early stages of your business, just find white label support companies. Um, there's so many out there. Obviously, there's obviously need to do some research, vet them. I would be looking for ones that allow you to share their testimonials, their results, their case studies to help make sales easier for you. Uh, or if you already kind of have a business going, the long-term play is to hire this in-house. So you might want to go on a platform like Indeed, make a job post, do some interviews. Yes, it's a little more tedious, but ultimately you will have, um, more quality control and more, better margins long-term. But essentially, regardless of which path you choose, you need to know what your fulfillment costs are. So what does it cost you to pay that person to do the services for your client? Um, again, based on the deliverables that you chose up here, you're going to find those companies. If you want to jump into our program, we have a Rolodex of all of our top vetted white label companies. Not going to share them all here right now. Um, depending on how long this video, like, kind of lives out there, those may change over time. But if you're looking for recommendations, just reach out. I'm happy to kind of share with you the ones that we know get good results that you can trust and rely on. All right, um, and then again, this is ideally where you want to get a baseline of what it will cost you to deliver per client. Because this is going to come up later when you establish your pricing. All right, let's keep rocking. So, number four. I want you to compile any relevant data, past results, and do an ROI value calculation of what this is worth to your client. Because we're going to, again, we're going to building towards pricing here. And we need to know what it costs us, and then what it's worth to our clients. So, the, you know, good, better, best version of this here is, the good is third-party data on how important your service is. So, if you're selling SEO, go pull some third-party data on why, you know, SEO is so important, what those statistics look like. And again, this just helps them, uh, you know, not have to just take your word for it, but see what other people in the space based on like live data, thousands of businesses and research tells them about why this is important. Um, better version here would be getting your white label company or in-house person you hired to You allow you to leverage their results, their past case studies, testimonials, et cetera. I'm not that you're going to lie and say like, Hey, these are my clients, but it's gonna make, Hey, our fulfillment team has created amazing results like this. And so we're not going, you know, it's this kind of using vague language. So we're not going to directly lie. I don't want to do that ever. Um, but it's your white label company, right? Like you can say, Hey, our fulfillment team gets these results and then show those results as long as they are willing and able to share that with you. And the best, of course, is always going to be just past custom results. Any case studies or testimonials that you have personally, but if you had the earlier stages of your business, this is why, you know, these other two, you know, will kind of come first and make your life a lot easier when you're on a sales call. Now, a very simple ROI value calculation that you can kind of do here would be, and this is not for you. This is for you. This is the niche and industry that you choose. So, hey, the average customer value is $2,500 to $3,000. So I'm going to pick an industry. Let's say it is, um, electricians, right? Just because this is a, you know, a kind of a number that's about what maybe an electrician would charge you to do a bunch of work in your house. So, and let's say on the low end of the average estimate that you could help generate for them, like opportunities is 10. You get 10. The number is really easy. And let's say, um, they have, I'm going to update up this just a little bit because you may want to, for the sake of, um, the conversation underestimate. So again, it feels even more like a no brainer for them. So in this case, I might be like, Hey, so like on average, how many customers are you guys bringing in? Um, if I sent you 10 prospects, how many would you normally close? And they might say, Oh, like five or six. Like, okay, cool. Are those mostly from like word of mouth? And referrals though. Okay. So online leads are going to be a little bit different. Let's underestimate that. Let's say you close it at 20%, right? So not like your warm referrals, but Hey, internet strangers, 20% still not that bad. Uh, so your average close rate, you know, it'd be 10 or I'm sorry to F we sent you 10 people. Great. So what we're looking at is a low end estimate of being worth about 5,000 to $6,000 a month for you, Mr. Prospect. Is that about right? Cool. We're on the same page. And this is again, as a conversation that I would be having on a sales call and tell them, um, to affirm the data you have, I would try not to ask for it. It makes you look like you don't know the industry very well, but when you can tell them like, Hey, so average HVAC unit, you know, our job is like X, Y, Z or average roof, X, Y, Z, average patient, average, um, case, whatever the industry you're in, go do some research, find that out. So you can confidently come on to, uh, a sales call and price anchor against what you ultimately want to charge. All right. Step five, let's talk about, um, just your pricing and just some payment options to just a couple of them, right? I'm not going to do the exhaustive list here, but really here's, here's the magic sauce so that people kind of miss and they don't understand how to, oh, I said magic sauce, secret sauce, whatever it is. It's all good. We're gonna keep rolling. Here is the price for you. You need to take your fulfillment cost. You figured out up here. So what is the baseline price per client? You're going to take that and you're going to multiply it by two and a half. This will allow you to be at a place where, and we have based on a lot of smart people who are in our financial department telling us you need to have your fulfillment costs to be about 40% of what a client pays you. Um, because obviously there's other expenses in your business, cost of advertising. Acquisition taxes, paying yourself, doing the fulfillment, et cetera. Uh, so this is a really healthy way to like, know what the floor needs to be for your price. So you can run a profitable business and have margin to pay your team yourself, taxes, et cetera. Uh, but the ceiling now of what you could charge hypothetically is typically going to be about 10 to 20% of the average value you bring to a client. So if you can on average make them $20,000 a month, okay, 10 to 20% of that could be two to $4,000 a month. And now you can kind of play between these two variables where, you know, if your fulfillment costs are $300 a month and it's two and a half times that you're looking at like seven 50 as your floor, um, or your ceiling is, you know, $4,000. of play between these things and you can increase the price as you start to realize how much more value you bring to clients by consistently doing it. But at least this way you're profitable from the jump and you know what you can charge. And this is how you charge the premium, right? The point of this video, and you may be watching is like, how do I charge higher ticket? This is it. And this is why I said at the very beginning, you want to serve industries where their clients make a lot of money because it's going to be a lot easier for you to get them to pay that price when you are, you know, making them a lot of money. All right. A couple of just quick payment options. This is just, you know, not the most important thing, but something to kind of incentivize people to pay more, commit longer. Uh, you always want to have some level of urgency to get them to commit to something like that. Right? So I have this idea of a loyalty rate. It's very straightforward. You can let me let people go month to month. If they want, let's just make up a couple of numbers or say, Hey, it's $3,200 per month. If you want to just go month to month and there's a $1,000 setup fee, but Hey, when you commit to this product for six months, we'll waive that setup fee for you. And it only costs $2,500 per month. So again, I don't want you to have the loyalty rate be discounted. The loyalty rate is the price you would normally charge without the setup fee. But if they do not take the loyalty rate, it costs them more to go month to month. So you're incentivizing them to be more loyal and therefore you're going to likely make a bit more money. Uh, and then it also allows the people who may be unsure and don't want to commit to that timeframe to try it and then make the commitment later at the lower price. Love it or leave it is really just this idea where if you're you lower the price again, like, and I want to say lower should be, uh, not below the margins you need to make your business profitable, but know what's your numbers. Let's say it's to $2,000 a month in this case. But to get a client on board, it's like, Hey, let's do this. In the first, um, month you're going to pay a thousand dollars. The second month, you're going to pay $1,500 and then at that point you can decide. I had to, whether you love it or you want to leave it, if you want to leave it, it's We can part ways, no sweat, but ultimately it is $2,000 a month starting in month three and then in perpetuity, ongoing just makes it easier for them to try out your product. Again, as long as the numbers make sense. All right, let's talk about guarantees. So I'm, I'm a fan of guarantees when used appropriately. I think the problem is a lot of people overestimate themselves. Over promise and under deliver, which makes it challenging for people who you're selling to because they're jaded. They've gotten burned before. People don't really know how to make appropriate guarantees. And here's just my POV on that. You only guarantee something you are hyper confident in being able to achieve for someone. Otherwise you're putting yourself in a bad position. Now I would put personally avoid money back guarantees. Uh, it's, it's helpful, right? It shows you have some skin in the game, but if you have hard costs associated with delivering your product, especially like, um, you know, if you're baking an ad spend or something and you're running that in your own company cars and the clients like charge that back or like they try and charge you back, but you've already paid your team. Like it gets, gets hairy. Right? So I would do instead a results guarantee where you say, Hey, if you don't achieve X, Y, Z outcome in X timeframe, you're going to get the service for free or at cost until they do get that outcome right now. Be careful here. It's not that, Hey, you're gonna get a whole free month. It's just like, Hey, we're going to deliver you, you know, a minimum of 20 leads every single month. And if we don't do that, we'll work for free until we do. So let's say you get them 18 leads in a month and it only takes you another two days to get the next two leads. Great. There's the minimum of 20. Obviously we'll have to do more than the minimum, but now then they will start to be rebuilt again. They don't get an entire free month and they also must meet any criteria that you set. So they can't come back with you at you if they did absolutely nothing at all, didn't work, the leads didn't follow up, didn't call them in a timely manner. And you put that on them as a requirement and responsibility of the shared, uh, you know, uh, shared responsibility to get the result. If they're not doing that, that can void the guarantee again, keeps you protected from clients who are just looking to, you know, show up and do nothing and hopeful and get the result. That's not how this is going to work. Okay. All right. We're getting to the end here. So keep it rolling and stay here with me because this is where it gets really important. Um, this is going to be like kind of seem basic maybe to some of you, but let's just list all the benefits, right? List the benefits to your clients and the pains specifically that you sell away. This is going to be super helpful as you start to do copywriting and for your ads and outbound later when you can sell away pain and speak to that pain that they're in better than other people. This is how you win a lot easier. And one of the exercises that I do to make sure I'm not, I can do this is this idea of seven layers of why. So when you have a reason like, Hey, what is this pain solver? What is this benefit? Well, why is that a benefit or why does that solve their pain? But why? But why? But why? You got to go a few layers deeper than, well, they want to grow their business or this helps them not worry about low quality leads. Well, why is that important? Well, because their team spends a lot of time qualifying them. Those leads and it wastes time on the phone and disenfranchise the team. Why is that important? Well, because they want their employees to enjoy their business. They don't want to spend time like with tire kickers that they're in their home trying to sell them a service they're never going to buy. Why is that? So now we're starting to get to the more specific reasons and the deeper feelings that they have about this pain. And it makes a big difference because this will help again later when you're starting to run paid ads, do your outbound. On structure, your sales deck, et cetera. All right. But really what this is for now here. And again, you can, they should have started with this, but you can pause this video for each step, right? Like that's what I would recommend. Like go back through this. If you haven't already just do the step one, pause it, write it down, go to step two, pause it, go to the next one. Cool. All right, let's bring this home. One of the most important things. Parts of your offer is going to be your Ascension promise, right? You call this an elevator pitch. You can call it really whatever you want. It's just the one liner that explains your offer directly and clearly. So people understand exactly what you do when they ask what you do. So here's the framework you can kind of use. Um, and it's not perfect. You don't have to use every element, you know, I'll give you a couple of examples here, but Hey, we help niche. With qualifying statement, generate range of average results, every timeline without thing they hate and X performance or guarantee hook. Right? So I'll give you a couple of examples. We help roofers with more than a million dollars in yearly sales. Generate 10 to 20 roof inspections every month without sharing leads. Even if you, and if you don't get results, you don't paw, you don't pay. Uh, I missed that one. But so the idea is like, Hey, here's the niche, here's the qualifying statement. Here's the range of results. I wouldn't promise one specific result because it puts you in this weird spot of like, if you, it's like a Goldilocks offer of it's just right. It might be too many. It might be too little. So I might even like for this to like 10 to 20 plus, because some people might, might want a lot more and they can scale that up. So roof inspections every month is the target. Timeline without sharing leads, which is something they hate. They hate buying from those, you know, uh, lead aggregator websites. And here's the performance guarantee. If you don't get results, you don't pay. So again, this is where you don't pay could be like when they get on a phone call, it's like, Hey, it's actually what this is, is a performance guarantee. So we'll work for free until you get the result. If you don't. All right. Number another one, uh, we help establish cybersecurity firms consistently Land high value local corporate security projects by dominating the top spots on Google without spending on ads or relying on word of mouth. So this one's again, not going to hit on every single thing. Like it didn't have the performance guarantee or hook. It didn't really have the timeline, but that's okay. It doesn't have to hit every single one. This just helps you very simply explain what you do, who it's for and what the benefit and outcomes are. Cool. Two more. Let's bring this home. Uh, this is extremely important. I want you to just give your offer a name. Russell Brunson talks a lot about creating a unique opportunity, a new opportunity because you're very likely are going to sell something that they've already tried before in their head. And what you need to do is give your system, your product a name because it establishes intellectual property, establishes authority, and helps you to differentiate from what everyone else is selling. My favorite example of this is P90X. So some of you have maybe, you know, seen this workout program. It's a little older, but they're still selling it. That's kind of cool. Um, and this is not that much different than other at home workout programs, but what they do is they give it a unique name. And I'm sure if I went here to programs, exactly 80 day obsession, P90X, four weeks of focus, dig deeper, 21 day fix. These are all not that dramatically different, but when you are selling fitness products or marketing services or anything that is kind of commoditized, he'd be like, well, I've tried that before. Like this won't work for me. I've gone to the gym. I've done this. I've tried Facebook ads. It didn't work. I got burned. And so you need to help them see what you sell through the lens of a new opportunity. Not the same thing that everyone else is doing. Cause again, it'll make you a commodity. And then it's a race to the bottom of the barrel because there's always someone willing to sell your service cheaper, but no one else can sell your IP because it's yours. You named it. You branded it in real talk, having a name. And the fact that you have a name is more important than the name itself. What the heck does P90X mean anyway? It's like, what is that? I have no idea. 477 00:24:50,279 --> 00:24:50,278 It sounds catchy. It's cool. I used to do this and I have no idea what P90X means. Different though. Cause like, Hey, I got into the gym. I didn't really get the results I wanted. Cool. Let's try this. Same idea with your services. All right, last little bonus here. Uh, there's this idea of the three pillar pitch where you ideally want to distill your offer down to three words that represent the transformation they go through and who they will become and what they get. So how we do this for our product is we say, Hey, you get a, you get clients. Clarity, accountability, and community. And those are the three legs of our three pillar pitch or the stool. I like this stool metaphor because, Hey, um, you know, our prospecting in a box system is all about clarity, accountability, and community. And maybe you've done some of that before. Maybe you've had clarity in the past on how to run Facebook ads, or maybe you've had accountability from a coach, or maybe you've had a community, but you didn't have all three and you can build balance on one or two for a while, but you need all three to really make this work. And then what I would also do in the theme here of using metaphors to explain this, have a metaphor for your offer. It's really powerful when you can simply explain to someone the benefit of what you do. I did a little bit of that up here with the, you know, filling the bucket versus, um, plugging the holes in the bucket. This is a great metaphor and it helps people understand the complexity. Complexity of what you do in very simple terms that they can understand this will make selling your offer a lot easier so you don't have to over explain yourself or get into the weeds. So this has been, uh, the seven figure offer framework we use for our clients and community. I hope it's been helpful for you. If you want additional help with any of this stuff, you can check out the link below in the video description. Uh, sign up for our demo video. If it makes sense, you can come talk to us about how we can help people. Install this and work together on your offer to get this dialed in. And once this is dialed in, this is really just the first stepping stone because now you're going to need to get consistent sales calls on the board and obviously enroll those client and then get them results consistently. So you can scale your business. So go check out that link if that's something that's interesting to you. And if you're new here to the channel, I'd greatly appreciate you just giving a thumbs up to this video, subscribe to the channel. If you want to see more like this, we're growing this channel. It's kind of new here. So I really appreciate any and all love you can send our way. And if you found this valuable, send it to someone else who might find it valuable too. I will see you guys in the next one. Have a great rest of your day.