Nailed down their ICP
They previously worked with all local businesses so they had experience in everything from Restaurants, Gyms, Med spas to roofing and solar. They tried to help everyone which is a big mistake. If you are helping everyone it should still look like you only are helping their specific persona at least. What we did was to pick the industries they had the biggest experience and best case studies and double down on those.
The best industries were roofing and home remodeling. We tried both of these but just as expected home remodeling performed better so we doubled down on that. So we made everything around home remodeling so we were seen as an expert in that field.
Sales asset/content creation
Case study pdf
Free audit - do you want to take this or should Ross?
Pain point/common mistake video
Loom going through the best structure for a trust giving and high converting healthcare website
VSL (Video Sales Letter)
Acquisition channels
Cold outreach: Cold Email, Social Media DMs. DMs got good results but were more time consuming and expensive compared to cold emails compared to the results.
Warm outreach: Warm calling, Nurturing systems
Called all of the leads after a positive reply.
Client referral program: Not giving discounts since if they deliver good results they would do it for free. Could do free value campaigns instead. Local businesses know each other so we did a paid program for this.
Changed closing structure
Moved to a 1 call close instead (already had the warm call) with a possibility of 2 call close. Always made sure to schedule a second call for the decision and not through email.
Pre call, after call videos and assets to warm up
Feedback and campaign optimization
Tried different niches, different offers, different campaign, different sales assets, different outreach methods, different personas within the home remodeling.