Overview:

The podcast discussed how a builder removed tripwires from their marketing funnel and saw improved results. It also explored classifying leads better upon opt-in, such as asking if they are a builder, which 85% of people answered. Removing low quality leads from their database improved email open rates. The host also analysed conversion rates at each step of the funnel to prioritise higher converting pages. An interesting finding was that 91% of people who reached a certain page provided their phone number for a free course, showing how engaging the funnel was. In total, focusing on lead quality and handing qualified leads directly to sales allowed the company to significantly scale up their sales team.

Automatically-Generated Transcription:

Excellent.

So this is, we decided to cut the hours down from three hours to two hours.

'cause I, I put some feedback out there and, and got some, got some, You'll get That was the, uh, yeah, that, that was the, the general feedback, which was good.

And, uh, so this will be a two hour session and we are going to start off with Russ.

Now, the reason I wanted Russ to speak is Russ is, is incredibly methodical in his, in his thinking.

Runs a very successful business.

Really.

It's a, I guess it's a, a coaching agency for, you know, for, for builders.

And today I was talking to Russ about how he removed his trip wire from his funnel and he found that even though he was following all digital marketers work and conventional wisdom actually said, you know, you, you use a trip wire, it changes the relationship and therefore you, you, you know, you generate more sales.

He found, Russ found that that wasn't actually the case and he actually did better when he removed the, uh, you know, the trip wire from that, you know, from that process.

So, yeah, so, so, and he also has some really interesting follow-up things after people opt in and questions and all that sort of thing.

So, anyway, that's enough from me.

I will hand the reins over to Russ.

I'll make you a co-presenter as well, Russ.

So I've got the, uh, so you can share screen and all of that sort of thing.

So make co-host excellent.

O over to you, Russ.

Okay, so I'm clicking on the share screen, but it still says Host Disabled.

Do I have to reboot my com computer?

You wanna make my co-host Scott?

I, I'll make you a host.

Let, let's see if that, oh no, hang on, hang on.

I've actually Saying host disabled attendee screen sharing.

Oh, Hang on, Marcus, I think I accidentally clicked on you as the my nose.

And you Did Marcus, you're now the host.

Yeah, so can you, can you click on, can you make me the, me the host and then I'll hand it over to Russ.

Okay.

Are any other tech geniuses here?

Yeah, I'm the host.

Okay.

Beautiful.

But now I will, Scott, you made me the host make You wanna make him the co-host.

Yeah, I'll make Russ, If you just put down on share screen and, and the up arrow there it says, allow participants to share their screen, gives you the option then, and anyone can share their screen rather than transferring host.

I'll have to learn that one from you, Julie.

This is the advantage of having a group of marketers, you know.

Excellent.

Over to you.

Over to you, Russ.

You wanna cut out the recording, Scott?

We've got the, uh, elite of Australia's marketing here and the screen copywriters.

Okay, well I, I hope, I mean, we all know what a great copywriter Scott is, so I hope he hasn't oversold this 'cause uh, it sounded quite interesting when I read it.

Even Sky was very interested to Yeah, to see this when she, when she read Scott Scott's writer.

So yeah, basically what had happened, we found ourselves stuck in a bit of a rutt for, for three years.

As Scott said, we do business coaching for residential home builders.

We experienced some great growth early on in the first couple of years, and then we kind of hit a plateau and, um, and we just couldn't seem to, to break through it.

We were significantly increasing our ad spend.

We were generating, you know, more and more leads, but we, you know, we still had the same revenue and, and we were trying a lot of things, you know, we experimented, you know, with a lot.

And we were following digital marketer quite closely.

We were doing all the, you know, the traditional approach, which is, you know, using tripwires to change the relationship because, you know, if you change the relationship from a like a, a prospect to a customer, they're far more likely to buy your core offer.

So we were, we were using $7 tripwires, $27, 47, 4, 9 7, and back down to 1 9 7, then 97.

Like, we were trying everything, you know, in terms of like trying to get more customers so that we could get more, more members.

But then a year ago when I did some analysis on this, I was pretty shocked because what I realized was the conversion rate of people that had come through the funnel and bought a trip wire that were customers which were now highly likely to convert at a much better rate.

They were converting that the exact same percentage of people that had never bought anything from us at all.

So, like, I was a bit shocked, but I was a bit disappointed as well because, you know, all our effort was going into these tripwires and it was a, you know, it was a ton of work, really.

I, you know, we, we were creating new courses every month, a new course every month for our membership site.

And then we were actually commoditizing that by, you know, turning it into a tripwire and selling it to try and turn more people in the customers and, and then moving through and, and we just found that, you know, it didn't matter if they bought the Tripwire or not, you know, when we had that conversation, the exact same percentage was gonna convert.

So we decided what we were doing at that time was just commoditizing our whole core offer.

So we made the decision there and then to stop offering tripwires completely and just go in with both feet on just purely trying to sell our corp offer, which, and that was a, that was a big jump because that's a, a $2,000 continuity product, so 2000 US dollars a year.

So yeah, it's a, it's a hell of a leap from trying to sell something from like $97 one off to $2,000 recurring.

But that's what we thought we would jump in and have a go.

And, uh, when we decided to do that, we then had a bit of a challenge, challenge 'cause all, all these different opt-in funnels and we've been trying different things like what are we gonna do?

Are we gonna send people from a, a lead magnet straight into a webinar A V S L into the demo, which was probably one of our best inverting things, you know, or, or to a, a strategy session.

But the, the main problem we have in our business, and this is probably because, yeah, we haven't, you know, been able to, I know maybe set up the correct funnel, but it's taken us, or it was taken us about 11 months on average to convert a new lead into a sale.

And I hate to kind of blame the niche we're in.

'cause I think that's an easy excuse to make.

Our niche is different, but with builders, builders get bombarded with so many sales messages as soon as they become a builder.

And I experienced this myself.

You, you have so many people coming at you because you know you're a prime target.

You know, you all the suppliers, you know, want you to, to put their products in your homes, you know, the, the, the subbies obviously wanna wanna work for you.

And they get nonstop bombarded with sales messages.

And, uh, it was taking us 11 months to really build trust.

You know, they're very cynical, you know, as a, as a result of this.

And it, it was taking us 11 months to build enough Tru Trust to warm up for a sale.

And the other thing that we found when we analyzed our database was 80% of our opt-ins were of no interest to us at all.

And, uh, this was only something that we, we managed to do by really drilling in to our database.

And what we found was 30% of the people that run our database weren't even builders.

So I think we had about 40 odd thousand people at the time on our database and, uh, sending out all these emails, but really it's just a very small percentage of people that we really wanna, wanna talk to.

So yeah, we had a long sales cycle and arguably we had a, a low quality opt-in even though we were really targeting, you know, a particular niche, you know, with within the industry.

And, uh, it was about this time as well that I was watching Money Heist on Netflix.

And, uh, this was in the, uh, third series, or the first part of the second series, depends how you look at it.

But this is when the thieves broke in and took over the Spanish Reserve Bank.

And what they did was they, they got underneath the bank into the vault where they store all the gold, and yeah, their idea was to steal the gold.

And soon as they get into the vault, the vault floods.

So they gotta steal the gold while it's underwater.

But once they got the vault, once they got into the vault, they weren't so interested in the gold, they were more interested in a hidden vault at the other end of the, you know, the, the vault.

And it's like begs the question, what's more important than like a, a country's resources?

Their, their gold Reese, their, their gold reserves and it's their secrets.

And as marketers, we, we know this, but it got me thinking information is more valuable than gold.

So when I started thinking about, well, what can we do with our funnel now?

Yeah, we know it takes 11 months to warm someone up.

The chances of self-liquidating in a funnel by sending them straight to a sales page or a webinar and getting them into a two grand continuity product are quite low.

We're not gonna self liquidate.

And I thought, let's, so let's take the plunge then.

And rather than attempting to, to get any revenue at all, we're simply gonna give up on revenue and we're gonna go after information.

You know, our sales cycle was already long, so we weren't really gonna be losing out.

And the info was then gonna help us focus on the best leads because we already knew that 8% of our leads were of no interest to us.

So, you know, the first step was to tidy up our existing database of, you know, about 45,000 leads I think we had at the, the time.

So we paid contractors to go through every single lead on our database and got them to look at the domain name, do a Google search on the email address, and use a, a LinkedIn connector as well to classify them as to whether they were builders or not.

And if they were builders, were they operating in the niche that we service.

And as a result, we deleted 80% of our database.

And uh, what that did was it rocketed our email open rates, and that improved our reputation.

So first of all, that was one thing that we were trying to, you know, address was our, like diminishing, like email open rate.

So tidying up our database and really honing in on who we were trying to talk to, you know, made a, a hell of a difference, but obviously like we dramatically reduced our, our database.

The next thing was to make sure that we didn't go through that process again.

So now we wanted to adapt our funnels so that we actually classified our leads a lot better on the way in.

So to do that, we just like reverted back to our qualifying process.

You know, you've got your, your standard qualifying questions, your closed questions, and we use them in all of our Optum funnels.

So we, we built a funnel which we called the qualifying funnel, and we bolted it onto the, the backend of all our lead magnet Optum funnel.

So we had, yeah, maybe about six or seven different channels coming in.

We bolted this on the backend to everyone.

So as soon as they opted in for the thing, our first question was the question we ask everyone.

Yeah, we, if you meet 'em at an exhibition, yeah, if they phoned, if they're on a chat, first thing we ask is, are you a builder?

Because to us, if you're not a builder, we're deleting you off our database.

So this is like just a screenshot, you can see it's a very, very simple page.

But after they've opted in, it was that one simple question, are you a builder?

And what what amazed me was 85% of the people that landed on this page answered the question.

And what was really important to us was 30% of the people that answered it said they weren't a builder.

So we were able to deselect them straight away and remove them from our database.

'cause a lot of the time, you know, they're, they're other coaches or their ss e o companies or, you know, their, their subcontractors, they're, you know, they're, they're, they're people that just aren't who someone we can help.

So that was massive for us because it gave us a very high level way to, to classify a big chunk of our database.

And it meant that we now knew that every 60 in every a hundred opt-ins were builders and 15 were simply unknown at to that stage.

So once they've answered that question, if they said no, we'd kind of like just exit the funnel for 'em.

We'd, I can't even recall where we send them now I think we ask them what industry they are in and, and then kind of say goodbye to 'em, but they have no interest to us.

But if they did answer the question that they're a builder, then the next thing we ask them is what needs they're in.

Because we, we don't deal with subbies, handymen, commercial builders, industrial or developers.

We only deal with new home builders and renovation specialists.

So we're really, really targeting on who we work with.

So again, we wanna disregard everyone else.

So we asked them like, you know, what type of building work are you primarily targeting?

And I haven't shown it on here, but we actually have a, a dropdown as well so they can just easily select it.

And incredibly, I mean, these stats blew me away.

88% of the people that land on this page answer that question.

And like, I'm just amazed how much information people are prepared to give away on a, on an opt-in.

And this even works like getting people to re-op in who you haven't classified, because yeah, they go through the second time and it gives you a chance to classify 'em.

So that was pretty staggering.

We do a little bit of personalization on there as well, 'cause we use HubSpot.

So yeah, thanks for that, Jeff.

You know, and that maybe that helps, I dunno, I guess it does, but 88% of people that land on that page.

Now the third question we ask, you know, is absolute key to us because we, we break up our database from leads.

So these are the people that are builders and have opted in, that is just a lead to us.

The next step is a marketing qualified lead.

So if they're a builder and they're operating in our niche new homes or renovations, and they've got a website that is a marketing qualified lead.

And the reason for that is we only focus on residential builders that have a website.

You know, other builders might join the A P B as a member on $2,000 a year, but they're not who we're really focusing on because what we really want are builders that are gonna join our mentoring program and pay, you know, two or three grand a month.

So if they haven't got a website, they're unlikely to be at that level where they can invest two or 3000 a month.

So this is why it's such an important question for us, you know, they're probably gonna be different for you, but again, we just like interesting, um, you know, do you have a, have a website and incredibly 86% of people end answered this question.

So the ones that say no, again, they're deselected, but 36% typed in their domain that, you know, that kind of blew me away because you know, if you, if you think how many people are on a mobile and they're sitting there on a mobile trying to punch in this like U R l, which has gotta be incredibly difficult, I'm like amazed at how many people put their u r L in.

And of course when you work back, you know, the, the job that was being done by contractors is now done by our sales team.

They can now do the verification by looking at the website because we get a lot of people that say, yes, I'm a builder, I do new homes.

And it turns out they're actually a plasterer and uh, you know, or they, they might do rendering or they're a concrete or you, a lot of people classify themselves as builders, but when you look at their website, you know, they, yeah, it's not quite, so we might, they might have answered the previous two questions.

They're a builder doing new homes, we look at their website, now we can declassify them.

So that's really, really important to us as well.

So at this point, we've now marketing qualified 18 out of a hundred opt-ins and we've deleted 30 who are not builders.

And then we're, we're marketing to another 52 people who are at this stage unclassified.

'cause they, maybe they haven't answered or they, they've stopped answering.

And about four or five of those are gonna qualify themselves over a period of time.

So we've got 52 people that our salespeople don't even look at.

So it protects their time, but the, the marketing keeps going out to them.

But we, you know, we're down to a hundred marketing qualified leads, which means they're now ready for the salespeople.

But while we got their attention, we just keep asking them the same, you know, as though we were face-to-face really, because while we've got their attention, like, uh, why wouldn't you?

So the next thing that we wanna know really is can they afford our 30 grand a year program?

Because if they can only afford two grand a year, we'll leave them to automation and maybe they'll sign up by a webinar or maybe they'll reach out to us for a conversation.

But in terms of our salespeople, we only want them proactively targeting and contacting people that can, can afford it.

So for that, rather than asking them if they can afford it, all we need to know is what's their sales revenue?

But that's a bit sensitive.

And if you start saying like, oh, how much, you know, what's your annual revenue?

People kind of clam up in our experience.

But if we break it down and ask 'em two questions, instead they, they volunteer the information, which is quite amazing.

So, you know, in terms of builders, we just say, how many projects do you, do?

You start in a year, you know, and incredibly, 91% of the people that land on this page, sorry, that's my wife, 91% of the people that land on this page answer the question.

I, that's staggering.

Especially when only about 10% will tell you what their turnover is.

So once we know how many projects they do a year, where the next question we ask is obviously, you know, what's your average contract price?

And again, it's 87%, which is quite staggering that, you know, they wouldn't tell you what their revenue is, but you know, they, they'll tell you what your, their, um, how many jobs they do and what the average.

And, uh, this is quite a difficult one for builders to answer.

I'm not sure if other industries are the same, but yeah, if we ask a builder, what's your average contract?

Like, depends, mate.

Some are 600 and some are 400, so okay, so maybe 500.

Yeah, yeah, yeah, probably that.

Yeah.

So we, yeah, if we verbalize the question, we have to kind of coach 'em through it, but when you put it you on a questionnaire, they, they, they kind of bang in the answer straight away.

87% of people give us that to answer, which is such is incredible.

So now all we do is we, we times the number of projects by the average contract value, and now we know what the average revenue is that they would like to be doing, and then we divide it by two to kind of figure out what they're probably doing.

But once we know their revenue, then we can deselect the ones with a, a turnover below 1.25 million because below that they typically can't afford to come into the mentoring.

So we'll leave them to the automated marketing and we'll get our sales team focusing on the ones that either haven't answered, or, you know, in particular the ones that have a revenue higher, 1.25 million.

Again, that, that just really helps with the sales team hone in and protecting their time.

Now, uh, to this point, it's really just a case of, you know, we've got all the, the key information we need, but it's, uh, what else can they tell us that to them?

So, you know, this is now just standard discovery questions really.

So we ask 'em what they believe is their biggest problem that needs fixing in their business.

And to keep it kind of concise, we offer them a dropdown.

And, and these are, these are like all linked to categories.

So get more leads is obviously marketing, get more sales is like sales process and, you know, increased margins, that's financials and systemize the businesses operations and personal development, you know, is self-improvement.

But we have five categories in the background and all of our email campaigns will target their perceived problems.

So if they get more leads, they're gonna get emails all about marketing, you know, personal development, we're gonna talk about mindset and stuff like that to them.

So our backend is kind of honed into what they perceive their priority.

Now, it's never the real problem.

It's like anyone that's, you know, doing coaching on here, like, you know, you already know whatever they think's the problem.

It's, it's never the real problem in their business, but it's important to understand what they believe it is because, you know, we sell them what they want and then we give them what they need incredibly.

Maybe 'cause it's a dropdown as well, that helps 91% of the people that land on this page answer this question.

And, and, and now we've managed to to categorize 'em for our follow up marketing.

The, I think that's on that.

Yeah.

So the next one we, uh, we wanna find out for them is, is a pretty big one.

We want their mobile because now the salespeople know who they really want to talk to.

If they go on the website and get the phone number, they've then gotta try and get past the gatekeeper.

So if we can get their mobile, the salespeople can cut straight through and speak to the decision maker.

So plus we can send them an ss m s We do a lot of ss m ss messaging through HubSpot as well, that has good cut through.

And uh, what we do is we just frame this question up as offering them one of our courses, which are valued at $500 for free, it's on industry benchmarks.

We put a nice little like glossy like image on there as well.

And all they need to do is put in a number that we can send an ss m s discount code to.

Now in reality, we send them discount link that they click on and access the course and we send it by both s m s and email.

'cause SMSs only go out during business hours so that we are not texting people in the middle of the night.

So to make sure they get it instant, we send it by email as well.

But although we're kind of misleading them a bit here by framing them up this way, we've never ever had a a complaint.

You know, you know, people have never kind of said like, yo, you've never needed my mobile, whatever.

Yeah, they, they simply opt out if they don't wanna see text, but again, we'll insert their first name just to personalize it a bit.

And 66% of the people that land on this page give us their mobile.

Now that is, that is massive.

'cause a mobile is just so, so valuable.

Yeah.

For, for us to get a 66%, you know, like, well, well pleased with that.

And, uh, now that we've got a number to call, we wanna make sure that when the salesperson speaks to them and that very first phone call, they get their, they engage them straight away and get their intention.

So it's really good to know their own language rather than a dropdown as to what their big challenge is.

So yeah, we, we wanna use their words and their language.

So yeah, we, we give them the, a bit of free hand here.

And what's incredible, even though it's freehand, 91% of the people get to this point.

I guess they're, maybe they're just getting more and more engaged by this point.

You know, they, they're maybe they're just, you know, they've just gotta get to the bloody end of this thing.

But 91% of the people that that land here then type a a response, which again, you think people are on mobiles.

I'm amazed at how high these responses are.

And then to complete the picture, again, classic discovery call.

We know where they are now, we know what's stopping them from progressing.

So the only missing bit of the, the jigsaw, we, you know, we just gotta understand where they wanna be.

So again, we wanna understand what their goal is in their own words, and surprising how low the expectations are on a lot of people.

Which again, yeah, these are generally people that are quite hard to sell to when they don't have, you know, a big goal.

But again, we personalize this page with their, their first name.

And what we also do is use what they previously told us in terms of the perceived priority.

Again, maybe this helps with an 86% response rate, because the answers we get here are generally quite long.

They're one or two sentences.

So that does take a, a bit of commitment from the person on the other end.

But we might say like, you know, so if we were to have this conversation in 12 months time, Jeff, where would you like to be in terms of generating more leads?

So it's kind of really personalized to, you know, it's kind of really talking to them.

Maybe that helps with quite a high response rate.

And, and now we've got a ton of information about them.

We just offer them the chance to learn a bit more about what we're offering by sending them to the demo.

Now, I'm not sure if this is the, the best strategy.

Like I say, I don't think we're particularly good at this point in the funnel, otherwise we'd have been able to self liquidate, you know, our, our campaigns in the first place.

But yeah, we're testing different webinars at the moment, you know, the, the demo kind of works, at least it gives 'em a bit of exposure to what we're offering.

But this is something we're still part of the funnel we're still trying to improve really.

But yeah, so we, we simply given them the option to, to click on the button and watch the watch the demo.

So by the time we get to this point, we've deleted 30% of the b the people that opt in we're just marketing to 50%, and the sales team are just honed in on 20%, you know, which, you know, if we've reduced their workload by 80% and allowed them to really hone in, that's pretty, pretty important for us.

And it's, it's allowed them to focus on the best opportunities.

So now we've, we've got about 10 or 11,000 active m qls and that's because we delete all the opt-outs.

You know, anyone that says don't call, we delete them.

We just let them come back into the database when they're ready.

We, and we really focus on just building relationships with the ones who are most likely to proceed.

And I think I heard this from Ryan Dice a few years ago, and it really makes sense for the, for our business that conversations are the new leads.

You know, it's very easy to just fill your database up with more and more and more, but it's really, these days I think it's all about the, the quality and, you know, part of that quality is be able to have conversations.

And the reason that's important for our business is because we can see a direct correlation now that we've honed in and got rid of all the rubbish, we can now see a direct correlation between conversations and sales.

It was hard to see before because there was so much poor quality in the database.

But now what I did was I analyzed all the conversations by length of conversations.

So over the last year, we've looked at conversations that went on for one minute plus three minutes plus 10 minutes, plus 20 minutes, plus 30 minutes.

I looked at all these and, and then according to the conversion rates for all of these, now obviously the longer you're on the phone, the higher the probability of a, of a sale.

But to one that we really focused on are conversations that go beyond three minutes, because I'm not sure how this is for you guys, but with builders, they've got a habit, they'll answer the phone and you'll get like a, a minute in and then they'll say like, mate, I'm on the for a roof.

Can you, can you gimme a call back?

Or, I'm on the other end of an R S J and we're lugging it up the stairs.

Like, why don't you tell me that in the first place?

So, you know, the one minute, you know, is not always like a great indicator, but when you get to the three minute mark, you've pretty much overcome the, I'm too busy to talk objection.

You know, you're talking to the right person and you've got a really good chance of developing the conversation from there and moving into the discovery part of the call.

And for us, 30% of those calls that go beyond three minutes go on to a sale.

That's pretty important data for us because it's enabled us to really scale up our sales team knowing that they're the numbers that we, that we have to work to.

So yeah, for us, this actually focusing on the quality and then bringing the salespeople into that whole self-like analysis has really allowed us to start scaling up the sales team significantly rather than doing what I was doing before, which was just trying to scale up the marketing all the time and then trying to figure out how we could improve conversion rates.

So yeah, we kind of come at it from the, from the other end.

And, uh, yeah, I think that's yeah, pretty much where we're, where we're at now.

Yeah, no, that's, that's awesome for us.

I, I don't think I oversold that at all.

I think yeah, the, the thoroughness of of, of what you went through was, yeah.

Was, was just great.

So what, what we might do is just open it up for five minutes or so for, for questions just in, uh, in the group.

And then we will we'll, uh, yeah, then we'll we'll go into some little, little breakout rooms.

Any, anyone wanna start?

Oh, I'll, I'll give a go.

What were you doing?

You weren't doing any of this process in terms of this, you know, initial qualification before the, the Qualification was kind of always there, but it was for the, the salespeople to do so.

And what it meant was they were talking to a lot more lower quality people.

Putting this, bringing this process into the marketing component has allowed them to only have conversations with marketing qualified people now rather than starting from a base.

So, so This, this is a question that the sales team would ask, but they would just call everybody who opted in and That That's right.

Yeah, yeah.

So, yeah.

And yeah, frustrating for them because for us, our connection rate is 30%.

So, you know, for every 10 calls they make, they're only gonna have three conversations anyway.

So that's a lot of effort going in low quality calls.

Russ, what's, what's the original form they opt into?

We use A, a few different lead magnets.

So we've got, we give away the qualifying checklist for builders that works.

I mean, what's on the actual form itself?

What fields are there simply First name and email.

So we ask for, on all of our opt-ins, What you can test is we tested this as well.

First name email, annual revenue dropdown, zero to a hundred K, one to 500 K.

You can just create these levels and they'll select them on their way through.

Yeah.

And what, what did you see on the, on the opt-in rate when you they Make a difference at all.

Okay.

Because they're not typing it in, they're selecting it.

It's different.

Yeah.

Yeah.

That, that, that's what we've found.

Yeah.

The, the ones that you can make a, a dropdown or even a, a yes, no button.

Very important.

I think especially on the front end as you warm it up.

We've, and we've actually moved these questions around on the backend.

We, we studied all the, uh, the conversion rates on each page.

And the way it's laid out now is just from those conversion rates, you know, trying to get the higher ones at the top.

But yeah, thanks for that, Ari.

We'll, we'll give that a test as well.

Russ, do you ever give them a chance to opt out, like after the third question, they get the sheets, do they just, just close the window or do, is there a button that says like, you know, enough of the questions leave me alone?

Or is there actually a formal process to opt out or they just close off?

No, just, just close off, shut the browser.

And we don't even have like any of those, uh, like exit intent popups, you know, we just let them let the mess exit.

But yeah, you can see the, the, uh, the response rate is, is so high.

It's, you know, it's, it's, it's, yeah, it's around about 10% dropping out on each stage.

I think your langu, again, has got a lot to do with it.

It's almost conversational gamified Language.

Yeah.

Yeah, I agree.

And that, yeah, that was, yeah, we, we did, I can't say we tested that against some standard.

It was just the way we set it up because I, I think a lot of it, I was looking at chat bots at the time and we were fiddling with chatbots and we kind of took the language from that really, which is all conversational.

Can't hear you, Scott.

There we go.

Yes.

What, what we might do now is just go into, uh, some, some breakout rooms.

I've got some great feedback, obviously from the room on this one.

Julie said, brilliant breakdown.

Russ, thanks for sharing, Rina.

That was fantastic.

And, uh, Anthony, great insight.

So, but what, what, we'll, uh, what what we'll do is we'll go into groups.

I'll, I'll do them probably into groups of about three or four.

So there's 20 of us.

So I think we'll go six into six rooms.

And then just really sharing what was your, you know, what was your big insight and how can you take that, how can you take what you learned from Russ in that session away and and integrate it Yeah.

Into your business and into your, uh, you know, into your client client's businesses.

So yeah, that's, uh, that's great.

What we might do is, before I do the, just a quick takeaways from each group.

I remembered at the beginning I forgot to do the introductions for people who are, who are new to the group.

So we've got Judith who, Ari actually, oh, I know Judith.

But, but Ari was telling Judith about it, and then we connected and Judith joined.

Judith runs Front Communications.

It's a successful sort of training, sort of, I might get you to just do a quick sort of 22nd.

You can probably do it better than I can, Judith.

Thank you.

And it's been rebranded to We Train, so We are, we Train is the corporate training business that I have, and then I market the trainer's Ultimate Toolkit as a online program, primarily marketed into the states for people who want to become successful corporate trainers.

So I've got the two sides and it's, it's going really well.

Yeah.

Excellent.

Excellent.

No, that's, uh, that's great.

And, uh, we've, we've also got Linda from the, uh, from the book Buffer, from the book Boffin, who was the, uh, the, the star of the show at the last event.

David Jennings was talking about her, and then Karen and Ken have worked with her and, uh, there's a few other people as well.

But I'll let you do, do, uh, yeah, you probably had more practice at me than at doing the, uh, the elevator pitch.

So Hi.

Hi everyone.

So I work with Yes, book work with business owner to have a deep knowledge of on their subject matter, and they'd like to monetize that in the form of a book.

So I help write from sort of word doc manuscript all the way through production and to publication.

Yep.

No e, excellent, excellent.

And reputation proceed to.

So, uh, that's, uh, that's great.

And then we wanna do just a quick, probably like 30 seconds from each, from, from one person, from, from each group.

So I don't know if you wanna start Julie with your group.

I think I got volunteered for our group, mate.

Okay.

You go for it.

Yep.

Yeah, I think Our insight was, was really around making sure that we not only sort of qualify people that come into our database, but the quality of people in our database.

You know, we're talking about, you know, the, I guess that long term value you rust you were talking about.

Sometimes it's not the goal that's the value, it's the information and making sure that as we bring people into our database, we sort of capturing as much of that information as possible.

And then continuing to use that to give really focused and targeted marketing to those people so that they stay on their list and you know, they stay engaged until such time as they're ready to buy from us.

So that was a really insightful one.

And then just making sure that we do this, you know, prequalification process as much as possible, you know, as early as possible in our process.

So, you know, even sort of Ari's one, I'm just saying gimme one extra question, right.

Name, email, something that's useful to us.

Yeah, yeah, no, excellent.

Excellent.

Yep.

Next group.

Anyone else?

He's Mute.

Nick's talking, but he's on mute.

Sorry.

Sorry.

It's unmute myself first.

Amateur.

The, the, the big insight was that B two B funnels work.

Like, I think a lot, there's a lot of assumption that, you know, all this funnel stuff only works in the B two C side of things, but you can tell in this case that even B two B funneling work.

So our conversation was more around how culling of the database and I was able to share some insights of working with a few guys with, you know, millions of people on their database and they call every 30 days 'cause it keeps them into the inbox rather than the promotions folder or the spam folder.

So yeah, that was quite insightful.

Yeah, no, excellent.

Nick, next group, That might be us, Linda and Wayne and I, we, we, uh, chatted about the elegance of the simplicity of, you know, are you a builder to actually cite the Dean Jackson, you know, horse for sale kind of thing.

It was like, it was just, uh, very simple in the question, but it was right to the point and allowed to segment that database or get rid of people you weren't interested in.

And then also the conversational around the barbecue kind of conversations like, oh, you know, how many projects do you do a year?

And you know, on average how much are they each?

And it was, I guess it was really that, the elegance of the languaging that we chatted about and then we went on to books.

So it was good No's.

That's great.

Thanks Jane.

Next group.

I'm just thinking how many we got left, but probably not many.

Yeah, we reiterate what Tony just said.

It was that whole, that simplicity of not asking directly how much you earn, but then willing to answer the question when you ask the sideways approach.

And just, yeah, the simplicity of it is what was probably the, the main thing we're focused on.

And uh, just the, one of the things I liked is just that breakdown of when they answer the, I love that part where they answer the question of what they're interested in and then it has a specific campaign just in that area that's quite simple, but very clever.

So I like that.

Yeah, no ex.

Excellent.

Thank Thanks Scott.

Anyone else?

We talked a bit about how do we use that same concept to flush out who would be a consulting client versus someone who wants to just do online delivery versus someone who just wants to have done for you.

So we had the idea, or I mean, brainstorm it, but the, and I'm gonna add this right away after the question says, what's your biggest sales challenge answer?

And then it says, how would you prefer to solve that problem?

One through self-learning online videos, training two through, you know, group learning or through one-on-one coaching consulting, and then they select the coaching consultant, then that's, I what else?

Can you get better than that?

Yeah, that's, that's a really good way of simplifying it.

That's, that's great.

Thanks Ari.

Anyone?

I think, is there anyone else?

There was our group.

I'll go if you want.

Can see me?

Yeah.

So the big, the big think there was actually a lot of takeaways, but the one that resonated with me and we finished on was just honing in on, on the, the people who are your prospects.

So it's very tempting to go, you know, oh, we've got a lot of leads, or I've got a lot of, you know, potential market, but just drilling down on the people who are most likely to, to buy your thing, marketing 1 0 1.

But it's so easy to forget, especially these days when you look at worldwide markets and that sort of thing.

So that was the, the, uh, the big reminder for me and, and, and big takeaway.

Yeah, no, excellent.

Excellent.

Thanks.

Thanks, Marcus.

Well, let's, uh, yeah, thanks, thanks everyone for your, for, for your input.

That's, that's great.