Every entrepreneur I’m sure can appreciate this piece of real life.
This week’s episode Johann Nogueira talks about his journey as an entrepreneur, from scaling to 40 employees in six months in his agency, but at the cost of his sanity.
To building a SaaS company that successfully made an 8 figure exit.
(Just so you know, according to the International Business Brokers Association, up to 90% of businesses never sell. At all.)
He shares about how he “shops for sales people” and some of his successful Dream 100 campaigns.
You’ll enjoy it the organic conversation covering so many topics of the business journey of scaling and exiting.
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*this transcript was mostly generated by AI, please excuse any mistakes
This is actually one of the best tips that I’ve we’ve ever done. We used to get people on onto the phone call, talk to them for 45 minutes to an hour, and then say, would you like to be part of our community? You know, look at all the great stuff they’re doing, come on and be part of it. That used to be how we used to do it.
Now it’s down to.
Becoming a master is not about doing 4,000 things. It’s about doing 12 things. 4,000 times the ultimate sales machine presents the CEO mastery show for entrepreneurs looking to grow faster, better, smarter. If you would like to have a profound breakthrough in your business, talk to our team live by visiting Chet homes.com.
Breakthrough. Good advices. Contextual. Get your [email protected] forward slash breakthrough. Welcome everybody Amanda Holmes here, CEO of Chet Holmes international, and I am so thrilled to have Johann Nohueira with me. I have known, I have seen Johann online for nearly a decade. You have commented, you were always engaging.
You always say that one thing. What did you just, what did we start the conversation with, but did you say.
Something like, see has changed my life. Ultimate sales machine. I’ve heard this from you. Oh, 100%. CHR has changed. My life, suddenly changed my life, my community, my family, and my entire community. So thank you. Thank you. Thank you for what you’ve done. And finally, I get to say thank you to you. It’s amazing.
I, and it wasn’t until just recently I have to admit, I don’t always see you. And I go, oh, I wonder what he does. I wonder what’s going on, but it wasn’t until your post just a few weeks ago, when you announced that you just sold one of your companies, congratulations for an eight figure exit, because I know, you know, I always have market data.
According to the international business brokers association, 90% of businesses never got. So the fact that you sold a company and you managed to walk out in the eight figure, mark is a huge celebration. So congratulations there. I know it was a lot of work and we’re going to talk about it in a minute, but can you give, I think you do it best.
Can you give a little bit of a background because I just such as from, from farming to figuring out how to build companies and scale them, it’s pretty fascinating. Can you give just a brief of your background that led you up to this point? Yeah, for sure. Quick brief one. I was doing my PhD. Secondary by fuels and climate change.
So that’s what I was doing. Then I discovered business and realize that business is where I want it to be. Because through business you can create much more impact in the world being a scientist. I was. Thesises, et cetera, and papers, which only a very small select few people would read. So, but you know, we have a very short lifespan on this planet.
I wanted to create as much impact as I could while I’m here. And I decided that business was the way to do it because through business we can change the lives of so many people, not only that my employees, but through them, their children, and, you know, by having stable employees who are happy. Their homes actually transformed.
I see the kids, they kids turned out to be leaders and then. That’s my core belief. I agree with that mission. And I think that’s obviously why you’ve had so much wonderful success. Right? I think you had told me about how going from the farming degree, then you, I got into affiliate marketing. So affiliate marketing took off around 2006, mastered that’s a lead generation.
Media buyer. And then from there, CPA marketing came about, which was just cost per acquisition. So much more easy than affiliate marketing, because an affiliate marketing, you have to make a sale in CPA. You just got to generate leads. And then I, you know, systemize this whole thing, it was working so easily.
People started coming up to me saying. You can generate leads. Can we, can we generate me leads? I was like, oh yeah, easy. I built them and built a digital agency, which was not easy. It was blood, sweat, tears, and, oh my God, it was the most stressful thing I ever did. You said, you said that you built a 40 employees in six months, which is a pretty quick growth, but, but at the cost of your sanity right up the cost of my Saturday and my health.
Pretty much everything. I don’t think I, well, yeah, I couldn’t shut up because I had to, in order to grow so quickly, I had to have more staff, more management. So I ended up managing, I ended up selling, so I had to go out and sale sell. Then I’d have to manage my project managers who would then manage all of that outsources who would then manage our clients.
And there was like literally no break. It was just a madhouse. And I remember just this manic panic that one day I just woke up. I don’t know how to stop this thing, because if I stuck, I stopped doing what I do. All of these people who depend on me for their livelihoods. They’re not going to have a job and families might stop.
So I just woke up one day and went, oh my God, I can’t, I can’t do this. I don’t want to do this anymore, but I have to, because if I do. All these people aren’t going to get fed. And so then when I went on a search, I said, there’s gotta be a way. This companies that have been building companies for so long, why is it so hard?
What am I doing wrong? And, you know, compared to all the other stuff, which was being by myself with my computer and doing what I do, it’s so much more easier rather than managing staff and teams and everything, but the impact that you can create as much bigger. So that’s what I believe. So I decided to go investigate and I found Chet Holmes international.
And literally I was like, oh my God, this is the godsend. This is what I’ve been waiting for. And then started implementing all the stuff that you guys teach. And then from there my company started getting stable. So it went from an absolute. To predictability. Now, you know, when a company is young, there was no predictability.
We had a sales guys would sell for the first two weeks. And then the next two weeks they’d be too busy, like chilling out while all of our guys are trying to open deliver and blah, blah, blah, blah, blah. It was a madhouse. But now. Predictable everything’s systemized. We can grow at whatever, right. We choose to grow.
We can go into which nations we want to go into because everything has template now. So we can go in into a brand new nation and take over that nation if we want to send me. So my point is systems and leverage is the cater to scaling. I wrote to, you said you grew to a hundred employees and you were able to get bigger deals like the government and such a kind of follow the dream 100 strategy.
And that’s so much we could talk about, so exactly that it’s like, Hey, we’re making, how much money are we making from these 20 clients? We can replace them with one point, which is the government. So we started getting deals that were in the defense department and the airports. If you’ve ever gone through airport security and done the facial recognition stuff, we built that.
Yeah. We built technology in the farming sector. So. It was quite funny because I quit my PhD, but then I ended up building technology for all the scientists, a whole nother story. So then do you want. W, how am I this company that I just sold came about? Yes. I love that. I mean, I think we could talk for hours specifically when you say systems and processes, I want to dive deep and go, oh, what were they, how were they?
But let’s, let’s jump over to this one that you’ve recently sold. Tell me that story. So back then this 2000, 2012 mobile app technology had just come out and everybody was like, Ooh, cool. And I was like, oh cool. I want to build apps for restaurants and for, you know, nightclubs and things. And that was our niche that we wanted to go into because it’s easy.
And then I was, I moved into this building and when I moved into the building in Melbourne, they said, it’s the best building in Melbourne. I was like, Ooh, like technology technology wise. No. And I get a piece of paper come under my door and I’m like, what is this piece of paper? And then it’s got just one sentence on it.
The sentence says your windows are getting clean. And I looked at it, I went, oh, that’s interesting. And then another, you know, a couple of hours later, I get another one which says the pool is getting maintained. And I looked at it. I’m like, what the hell? Okay, cool. Anyway, a month goes by. I was thinking something’s broken a month, goes by.
And there’s an inch of paper sitting on my table, me and my. And it just, it’s just a one sentence on it. So I took that, went to the building manager and I said, Hey, how much is this costing me? He said, it’s $1 per sheet. Now there’s 500 apartments in that building $1 per sheet, twice a day, $1,000 a day.
Plus somebody who’s walking around this building, putting these things under the doors. Right. It’s it’s crazy. So I said, why don’t we build the map for the building? He said, I don’t know what you’re talking about. What is an app and he goes, but show me. So I said, okay, cool. So I went to Dubai back in the days when we could fly.
Well, when, when I went to Dubai, looked at all, their technology came back and reverse engineered the best building management system, mobile app technology, et cetera, and showed him. And he said, wow, this is incredible. Let’s, you know, let’s show the owner’s corporation. So we show it to them. They go, we love it.
We have to have it. So I’m walking on the building. This guy comes running up to me, chasing me, saying. How much money did you just make us? I did. All right, because do you want to be business partners of the 30 other buildings I’ve done? Well, all right. That’s pretty easy because with technology it’s literally cut and paste and change up your logos and things.
Right. And so he goes, yeah, let’s do it. So it took us two years to get those 30 onboarded, you build the right systems. And I was like, oh man. 30 clients in two years, that’s actually a failed business. You think of that? He goes, Hey, look, I’m retiring. Do you want to buy the company? I’m like, yes, I want to buy the company.
So I buy the company and I’m still sitting down and I go, Hey God. I don’t want to go sell technology to buildings, give me something. And I get these guys call up and they go, Hey, we’ve been trying to copy your technology for two years. What’s it going to take to buy you out a partner with you? I’m like, well, thank you like 20, 24 hour turnaround.
That is incredible. So I got to meet these guys and I’m sitting around the table with these little Titans of industry may have built up. I dunno the comparison in where you live, but the most expensive areas in Melbourne, they’ve built those up through generations. It’s like you’re in Beverly Hills on a 200.
Imagine the people who’ve built that. Right? So I’m sitting at the table. I’m like, what am I doing at this table? How did I get a seat at this table? This is incredible. Anyway, I go, look, what you’re doing is, is good. You’ve built these things, but we think you’re completely. You know, maximizing that. So what do you mean?
I go, what does it do? I’m like, well, this, this, this, this, this, I go, have you calculated out all the savings? I’m like, oh actually, no, I haven’t. Oh, wow. Holy moly. We saved the building like $3 million yet. They’re like, well, don’t you think you’re charging a little too little. I’m like, oh yeah,
calculator. Oh man. We wrote down. Because we built this company. So they said, Hey, do you want to be partners in this company? I’m like, hell yeah, let’s go. So built this company to sell it. And a sell point was at a hundred million. So that was the trigger. And that was every decision that we made in the company.
So one of the things was we’re not going to get shiny object syndrome thing we’re going to aim for is at 100 million, 100 million, 100 million. So let’s, let’s say for that. So any decision that we ever had to make was towards that number. So that just made our decisions easier. So we draw a dream 100 list.
And from there we literally have the biggest developers in Australia, on our books and in revenue from a sales cycle. Now, again, you know, say, Hey Chester, a sales cycle was six months to one year to implement new technology into a building because doing technology change is a massive thing for people.
So we go into this meeting this, I remember this meeting forever because we had been practicing for about three months. There was six of us who were going to practice how it practiced for a two hour meeting to do out pitch. We walk in, we’re sitting down in front of this guy. He’s the owner of the business he’s built, you know, nearly a billion dollars worth of real estate over here.
And he goes, okay, you’ve got 15 minutes go for it. And we all look at each other. There’s six of us who have all prepared to present and I’m like, I got this guys, let me go. So I, in 15 minutes, I’m doing this, I’m all excited. And I’m showing him all I focused on was money because I needed this guy. All he cared about was money.
Right. And he goes stop at the 10 minute mark and he goes, wait a second. He goes outside. He brings in 40 of his people. He goes, sit down. When we spend the next three hours outlining everything we were going to do for him. We walked away with 15 deals.
what got the appointment. What got the appointment? Do you remember? Yes, I do. So we sent a footnote. We sent dice. Wait, do I need to explain this? I think I might need to explain. And you get direct mail pieces. Yeah. You put a, you sent a shoe, correct? W we sent tiny little feet saying, Hey, look, we’re trying to get our foot in the door because we’ve got something really important for you.
We sent that little dice and the little dice. I don’t gamble with your business’s future. We have the answer to make your, you know, create your legacy. Cause this guy, every time he goes, he talks about legacy. You know, we used this vocabulary. We can make, we can create your legacy. We send them little dinosaurs and said, Hey, your technology has gone the way of the dinosaurs.
You need to, you know, get up to date with everything. And so we just kept hounding them. Piggy had a discipline. Maybe they get a discipline all day
and those little direct mail pieces. Oh my God. The ROI that we’ve got from that, like we have a digital agency. We have two digital. We do direct mail. Why? Because it works because everybody’s on digital. Do the thing that everybody else is not doing. Right. So that’s how we got ended up getting in front of these biggest corporations.
One. The first thing they’d say to us is man, that was corny marketing, but it got your attention, but I’m here. You gave me 15 minutes.
And so that’s how, you know, we started doing all these deals, increasing the life cycle. Then we started partnerships. So we had this technology, which can be a stem cell. So then we started partnering with the ecosystem around us. So everybody who wanted to, if you, I know I’m talking about building. So the people who are listening and building is essentially a database.
So in that building, anybody who wanted to sell any services to this building, they have to come through us. We are the gatekeeper where they may have a mobile phone on the app. Right. So if you want to give our residents a great deal on their lunch or dinner, you know, dinner for two $99, actually I’ll tell you, this is a funny story.
I’m standing down at the county edge and I’m talking to the concierge and he’s my friend and a restaurant tour comes in and you know, I eat at his restaurant all the time, so he knows me and he hands a male friends and he hands over to the, to the concierge, a little brown paper. And Ms. Brown paper bag, I’m like, what’s in the brown bag.
It looks kind of dodgy. It goes, well, it’s a thousand bucks. I’m like, what are you giving him a thousand bucks for it? He’s like, so he can send out a push notification telling the people that there’s a special at my restaurant, $99 for a two course meal. I’m like, That’s kind of underhanded. How about if we make an official policy where you can promote it and I give you four push notifications a year.
So four promotions a year to the entire database. It’s a thousand bucks and now it’s illegal. He’s like, that’s a great idea. That one little idea ended up making the building cause we settled the technology to the building and we split profits with them an extra hundred thousand dollars a month.
Because we had not only the restaurant is the plumbers, the electricians, the concierge is the, what do you call them? The chauffeurs, everyone who wanted to supply that would pay between a hundred to $500 to be on the app per month. And so we built this last little ecosystem. Anyway, I might be going into too much detail, but essentially the bags, the bags wanted the people in the database, which is the building.
So they said. Can we put a button on the app and if we do, we’ll give you a percentage of every person who refinances. So we ended up making more money on the backend of the deals, which we then split with the building, which then reduced the cost of every person who’s living in their building. So they love this.
Wow. That’s a quick little story. Wild. Okay. So then where are we in the, you did, but you had, I’m going to just go back to what you said, because there’s some really powerful things. You were very clear on your goal. Right. You want it to sell and you put it a nine figure exit you. So it didn’t, it took away the shiny object syndrome and helped you with focus.
Every decision was made based on that. That was a really great takeaway. Then you had a product market fit. You found different partners, which is also pretty crucial. I know I read online when you were sharing about this, you were saying that you niched and you did a lot of niching as well, which was, I don’t think actually covered.
We’ve covered. Yeah. I’ll talk about that. So what we did was in our nation, Five other main players and they think that they’re competitors. And so I went to them and I said, Hey, do you want me to sell your stuff for you? And they’re like, why would you sell my stuff for us? And I’m like, because we’re not competitors, we actually compliment each other.
My entire sales team is going out and selling a product. And why. These people. And I showed them the list of who is in front of, do you want us to pitch your services, then we don’t believe you. I’m like, alright, cool. I’ll show you. And so I said, show me, give me some material. I’ll go sell it for you.
They’re like, okay. And so we started sending them sales and they’re like, wow, this works. I’m like, yeah, but now your product is partnered in without, you know, they’re getting a really good deal. And then we started interviewing the people saying, why did you sign up with us? And they said, because everything is on the.
So we send those as voicemails to these guys. And so we ended up getting the first guy after we got the first guy, we went to the second guy, well, look, we’ve teamed up this guy, do you want to compete against both of us? So you want to be part of the team? And they’re like, yeah. All right, we’ll come on board.
And then the fourth and the fifth guy, they’re like, yeah, cool. Wherein. And that’s, that’s how it sort of happened. And then now every company pitches, every other company as a full suite. Which then we ended up owning the market because everyone’s pitching everybody else’s and leveraging the resources and the sales teams.
So growing and growing and growing, and it became like ordering a pizza cause people would call up going, Hey, we want a mobile app. We heard that you guys do this. We want this, this, this, this, this, and my cool it’ll be done in two weeks. If she has the contract, let’s go. And so it went from a six month to one year cycle to now it’s actually become a standard in Australia to.
Any new buildings going up, they have to have this technology in there. Yeah. So that’s, that’s a little bit of, a little bit of a backer. Wow. I love that. Talk about taking competition to a whole nother level, right. That we work together. I brilliant. Brilliant. So then how did you get to the path of then selling?
How did you know when the time would be as well? Cause I know that’s difficult. Easy. It was because I had systemized. And for two years, I was not really doing anything in the business anymore. There was no more innovation to be done. There was no more partnerships to be had. There was no more technology that we could build.
And while the whole world is catching up to the tech that we built, because they’d say, Hey, what about this? This is lean like, Nope, we already built that two years ago. Here you go. It’s done. So I was getting bored and you know, when you’re getting bored, you’re like, ah, and so I told my partners, I’m like, look, I really don’t have anything else to give to the company.
Everything’s done. Like it’s fully systemized and you can take an order. You can deliver an order. You don’t need me in this company anymore. Everything is all the videos, all the training, all the onboarding everything’s done. I got let’s let’s plan for my exit. So that was two years ago. So we planned for my exit.
They replaced me and all, you know, all the stuff that we needed to replace so that they can continue to grow it. But yeah, I said it was a two process. When were you able to make it publicly now? When I put up that Facebook post,
and then since then, you’ve been busy too. You bought another seven companies to come together. I mean, because now I live in, so I’ve lived in the SAS world since 2012. And I love SAS because software as a service is just incredible because you can deliver a very powerful. It can change. Not only that business, owner’s life, the bay entire, their workforces life.
It’s sticky because once, once they have it and they’re embedded in it, they’re not going anywhere. As long as you don’t mess up the product or you don’t cause them too much grief. And so we just keep, so we’ve got a parent company to this company and we’re buying up more companies and putting that in and giving people access to this.
More tools and they can ever use tools, any tool that they can ever think of that they would want is going to be in this suite. So that’s, what’s happening there where we’re in a beta phase that we’ve got on our list of clients and we’re running them through and, you know, making sure that there’s no kinks, we’re onboarding systemizing.
Creating all the collateral that we need to create. It’s literally two months old, but in about six months, we will be fully ready to go out and we’re going to have most, I’ve already spoken to most of the big CRNs live. They’re like, we want this now. I’m like, yeah, just wait, let me finish. I love that. You know, since I I’d love to take just a little bit of a moment around systems, what’s some of the things that you’ve learned from creating.
Systems, because it’s one thing to say it, and then it’s another thing to actually do it. And majority of businesses, you know, can get to that million dollar mark, but to get to five it’s, you know, breaking the whole system that got them to a mill to get to five and then from five to 10, right. It’s the same thing.
If it’s one superstar, now you have to hire a sales team. Now it’s the one superstar on the sales team. Now you have to hire more to get more of them be superstars in that sales team. Right. So can you share maybe some top things that come to mind when systematizing? Sure. So I’ll talk about this, this company.
So it’s a software as a service company. I’m not going to talk about the name just yet, because I want it to all be set up before we send any people there. Seven companies, putting them all together, having the superstars took us all the little nuances around each one, but then what are the main messages?
What are the main problems that each one solved? And then putting that into a presentation, putting that into. Client journey flow saying, Hey, do you have this problem, this problem, this problem, this problem. Guess what we fixed? That this is how we did that, that, that, that, that, what would it, you know, how much money are you saving by not having to do all of this other stuff, which is all disconnected.
Now it’s all in one system. So by talking to the superstars in those companies and then getting them to train us and then taking their knowledge and not just one training. Weeks and weeks I got them to do at least 15 different videos with clients, potential clients. So we could sit down and pick out all the golden nuggets and I’m listening to them going, wow, that’s amazing.
Oh my God. Why did nobody tell me this stuff? And they’re like, what do you mean? It’s obvious. I’m like, no, it’s not obvious we can ride this down. And so by writing down everything and putting it into this beautiful pitch deck, It makes a sales guy’s job so easy because they can be like, oh, what she rate again?
Okay, cool. By the way, we’ve got 17 nations. And so we’ve got different salespeople for all these different nations. Right. But they’ve got their own sales material so they can pull out the pitch deck and they can go cool. Tick, tick, tick, tick, tick. By the time that. And it’s not a big deck. It’s it’s called story stuff.
That’s what it is. It’s literally called stories. I love CO’s story, by the way. I can’t wait to have you in the bootcamp. I’m so excited that you’re a part of it because I definitely want to set some time aside and we’ll use you as a case study and you can talk about some of this stuff because what you’re doing is brilliant.
Thank you. Thank you so much. And yeah, so core story stuff. So we’re building out all the core stories. Yep. Then it goes out into the nations and then we systemize it. So what do we, what do I mean by systemizing? So for example, They used to be along the sales cycle with, with one of our communities, right?
This, this is actually one of the best tips that I’ve we’ve ever done. We used to get people on onto the phone call, talk to them for 45 minutes to an hour, and then say, would you like to be part of our community know, look at all the great stuff we’re doing, come on and be part of it. That used to be how we used to do it.
Now it’s down to five minutes, a five minute close. The five minute close.
Okay. Keep going. How I felt, I call this the five minute core story. That’s what it is. Hey, Amanda. I know what you’re trying to, you know, I’ve done all my research, right? I know what you’re trying to do in the world. I know you want to be, every business needs to have CHF. So that’s your legacy. Let me show you who’s on my list.
And I open up an Excel sheet and I go, here’s Mr. YouTube, he’s got 20 million subscribers. Here’s Mr. So-and-so. Who’s six best-selling books and how they did it. There’s 60 of these people. It’s a. This is what you can learn from each one. Here’s a column saying, this is what they’re doing. This is what they’d love to help you with.
And this is what they’re looking for. And joint ventures that they want to do. How would you like to partner with me and my, you know, my dream in a circle and come play with us. And so by the time you go through a number four or five, you’re like, holy shit, I want to be part of this.
Wow. How did it get, but how did it get from 45 to five? Was it just perpetually workshopping it or back and forth or. So the workshop back in the day was are these, your pain points is in a, it used to take a lot of time to go through it and explain things to them. But in this day and age of Tik, TOK, and Instagram, and three seconds, you know, goldfish brains that we have now it’s Hey, I know what you’re trying to do.
I understand this is what you’re trying to do. If you want to achieve this, here are the people who can help you get there. Would you like to be part of it? Would you like to play? Yes. If you don’t want to. That’s cool. Yola. It’s not mine. I’ve got my community here. That’s it
simple as that. Amazing. Amazing. Well it’s ha man, is there anything else that pops up for you? Like, oh, there’s this one story or this one particular thing that I think would be really valuable for people that we haven’t covered. Oh, I could, I could, I could talk to you
if you asked me the right question, I will give you the, yeah. That’s what I was thinking is that’s not the right question. I shouldn’t be so much. Well, since we’re in the theme of core story right now, because of the bootcamp. We have seven hours left before that cart closes. Is there anything else that you can think of for how that’s been beneficial to you?
Because it’s, it’s a very large concept, right? And some people have a hard time grasping all. Oh, okay, cool. I was going to tell you another story. Can we come back to core story while I remember this? Because literally I have add in my, if I don’t tell you the story, now it’s going to be
me and my wife. We go shopping. And when we go shopping and we go shopping. Right. That’s that’s our hobby. Right. We love going shopping for salespeople. So I walked into this department store and this guy walks up and he’s like, Hey, how can I help you? And he was just like, he was beaming like this. He had this beautiful energy about it.
And I’m like, I don’t know who this guy is, but I want to talk to him more. He’s like, so what are you looking for? I’m like, I want a computer. He’s like, what type of computer? I’m like an apple computer. He’s like, what do you need it for our laptop or desktop? I’m like desktop. That one. The big giant one, like the big giant one he’s like, what do you use a computer for?
I’m like emails and browsing the internet. He’s like, okay, but you need this one. I’m like, no, I want the big one. He’s like, he goes, I’m very happy to sell you the big one because I work, you know, I get paid commissions, but for your needs, you only need this. And you know, this is blah, blah, blah, blah, blah.
And he went into explaining it to me. Eight hours later, I walk out of there. I have bought a computer, a Hi-Fi system, a new air conditioner. I bought literally everything that I could yeah. It took me eight hours, but what happened was I ended up interviewing this guy all this whole time and his, into his whole belief was how can I help my customer get the outcome that they want?
And I told them, I go, I hate shopping. I don’t want to be shocked. I just want, you know, I want all this stuff, you know, helped me get the best one. He spent time explaining each one and why I should get with each one. And he never once and I was baiting him. I was like, tell me the big one. Again, I don’t want to, I don’t have to.
I can. And so his heart was in a great place. So I ended up at the end of this. He sold me all this stuff and I was very happy and I called him up the next day. I said, Hey, do you want to come in and check out what I look places like. Okay, sure. I’ve got a day off. So he comes in and I’m like, so this is your desk.
We can sit down here. He’s like, wait, what are we doing? I thought you, I thought we were having a coffee. I’m like, yeah, I just want you to sit down and just get the vibe of the place. Anyway, I ended up poaching, the guy, he ends up closing Leslie as a client for us. So that little shopping trip ended up getting me one of my.
Oh, my God. I love that. It reminds me of my father, honestly. It’s exactly to the tee right? Everywhere. We’d go. He’d find people whether it was the valet guy or the grocery store stuffer or the car salesman or the Carney at the latest festival. I dunno. That story is so perfectly. My father, I just love that.
Wow, true practice of the art. Yep. 100%. So coast story stuff, cost story stuff. It’s a great story though. Financial planning, that was, that was one of the easiest course stories we ever did. So financial planner, I think you guys have financial planners there. Yep. And then they give you financial advice, not into your investments, et cetera.
And so this guy comes in and he goes, Hey, we grew up together and it’s like, Hey. I heard you have a digital agency. Can you run some ads for me? I’m like, yeah, sure. We can do that. I need to audit your company. It’s like, what do you mean? Or what did my company, what I want you to run ads, not audit my company.
I’m like, well, this is our process. If you want to do it, you can do it. If you don’t want to. That’s cool too. It’s like fine. I’ll follow your process. We do an audit of his company in turns out he’s got a database of 12,000 people who he hasn’t talked to in three years. You want to run ads to generate leads, but you’ve got 12,000 leads who have bought from you Sydney here.
What is wrong with you? And his leads are between 5,000 to $25,000. Right? So it’s not a, not a small chunk of change because what do we want to do with these guys? I’m like, I want to do a direct mail campaign and he’s like, wait, don’t you want a digital agency? Like, yeah, but I want to do a direct mail campaign.
I’ll show you what, anyway, I’m going to cut this story because I going to tell you the close story stuff, actually. Yeah. So we, we do a direct mail campaign to these guys. He calls me up and the direct mail campaign was the, the four sequence. First one, get their attention. Second one. Wow. Then et cetera.
And so same thing. I’m going to use the same examples. They got a die saying, Hey, don’t gamble with your businesses feature. Your business is not insured. What are you doing? Come call us. Or they get the dinosaur saying, Hey, your insurance policy has gone the way of the dinosaur. It’s extinct. You need to call us.
And then they get a teabags and cans, cup of tea. You read this article. It’s very important. You need to read it because it relates to your business. And then the fourth one was a big binoculars. The guy going, where are you? We’ve been looking for you. And then I, then his team would call it. And they’d be like, oh, cool.
You know, Hey, did you get my package? So I went back and he was like, the dinosaur is so guy. So it wasn’t even a cold colon. So now he calls me up. I think it was about two months later. He was like, whenever you doing, shut it down, shut it down. We are booked for the rest of the year. We can’t handle it anymore.
So I’m like, cool. That sounds good. When do you want to start this Facebook ads? He’s like, ha ha. So his diet now problem. Number one, that is salt. His lady. Problem number two, I go, what are your conversions? Because conversions again, how many out of every 10 meetings, how many people do you close instead said probably about two as a 20% conversion.
Do you want to work on that? He’s like, yeah. Like, all right, cool. Let’s tell me your process. He was like, okay, well, the first thing I do is we sit down, we have a meeting with the client, we understand their needs and wants. And then we go back, we do research and we do write up a statement of advice, which takes about two or three days.
And we write up a high, medium, and low risk strategy for them. Then the directors have a meeting around that strategy and discuss that person, their needs, their wants and increased. The, what do you call it? Create the best pathway forward. Then we get them back in and we presented to them, et cetera. And the whole process of doing all the research, et cetera, two weeks now, the objections, the number one, objection that the start of this process, when they have the two 20% conversion was the prices too much.
The price was $5,000, which they don’t have to pay. They paid from their superannuation. So your 401k, right? So they pay it out of that. So, We literally drew this out on a piece of paper and we, for every person who’s going in to have a meeting with the client, they’d say, Hey, look, we’re at step one. We’re having the meeting.
Step two is this is what we’re moving to. Step three. We’re going to do this step four, step five. And in two weeks, we’ll call you back in to have a meeting. They’re like, you’re doing two weeks of work and you’re only charging me $5,000. What’s the catch it’s conversions went up to 18% because of that one little piece of paper.
And at one little piece of paper was the post story. Brilliant. Brilliant. I love it. Well, 92% of companies don’t have a sales process and you are just proving right there. The power of actually creating a repeatable system you’ll have, this has been so amazing. I’m glad that we’ve had this introduction. I mean, besides the constant back and forth saying hello online.
This has been so much better. And may it be the beginning to, uh, to even more of a flourishing relationship because I’m so grateful.
Well, yeah, I think we should close it out because I’m over my time limit, but I loved, I loved everything that you said and I’m sure everyone loves right now. You wanted to send them to business authorities, huh? Or where would you send people that want to learn more? If they want to chase me up, go to business authorities or com or the Facebook group on business, essential business authorities, community.
That’s where I hang out. I don’t really do that much Facebook and stuff anymore, but I, you will get my attention if you posted the business authorities. Okay. Awesome. Thank you. Johan. It’s been such a pleasure like you for having me. It’s been an awesome. Hey guys, Johan Gary here. I am so excited. What Amanda Holmes did in her boot camp was absolutely incredible.
Uh, offer was converting at four, 4.5% before after the bootcamp, we got so clear on the benefits of what we were offering. I mean, in fact, we cut out 90% of our offer to make it so simple that our offer is now converting at 80%. We literally have people eight out of 10 people that we talk to going shut up until.
Thank you so much, Amanda, you are absolutely incredible and will be forever grateful. Talk soon. Take care. Bye subscribe. For more videos, claim your free chapter four of the ultimate sales machine. This chapter helps you get nine times more impact from every move you make. Visit ultimate sales machine.com.
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