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EP341 The Hidden Revenue System After the First Yes · Profit With A Plan

• 0:19
  Marcia Riner | Profit Booster®: And somehow you're looking back there chasing the next sale again. That's not a lead problem, that's what happens after the yes.
• 0:29
  Marcia Riner | Profit Booster®: And in this episode of Profit with the Plan, we're going to be going into that part of the business where most people ignore.
• 0:37
  Marcia Riner | Profit Booster®: But where the real money is made.
• 0:40
  Marcia Riner | Profit Booster®: What your clients experience in the first 72 hours is incredibly important, and why onboarding kills, quietly kills momentum, and how to turn one good client into repeat revenue, referrals, and a natural next step offer.
• 0:59
  Marcia Riner | Profit Booster®: So if your business feels like it's always starting over each month, this conversation will help you where the cycle is breaking, and how to fix it.
• 1:13
  Marcia Riner | Profit Booster®: Hey entrepreneurs, are you working too hard for too little profit? Well, welcome to Profit with a Plan Podcast, where we help you scale smarter, increase profitability, and build a business that's worth more, whether you keep it or sell it.
• 1:26
  Marcia Riner | Profit Booster®: I'm Marcia Reiner, business growth strategist and Profit Booster behind Infinite Profit. I've helped countless entrepreneurs to turn their businesses into highly profitable and sale-ready assets, so they enjoy more income now.
• 1:39
  Marcia Riner | Profit Booster®: and a bigger payday later. So join me for practical strategies and expert insights, and proven steps to make your business more profitable, more valuable, and built to last.
• 1:50
  Marcia Riner | Profit Booster®: But before we dive in, I've got something special for you.
• 1:53
  Marcia Riner | Profit Booster®: If you're tired of flat revenue or marketing that just doesn't seem to pay off.
• 1:58
  Marcia Riner | Profit Booster®: The new Profit Booster Growth Map might be for you. In just a few minutes, it shows you exactly how to bring in more qualified clients and plug those profit leaks that are eating away at your cash.
• 2:10
  Marcia Riner | Profit Booster®: Go get your growth map right now, or after the show, at profitbooster.biz forward slash growthmap.
• 2:17
  Marcia Riner | Profit Booster®: And start turning missed revenue into real money.
• 2:21
  Marcia Riner | Profit Booster®: Alright, let's jump into today's episode. My guest today is Brady Roush, and he is the guy business owners call when clients are coming in, but the back end just isn't delivering the profit it should.
• 2:38
  Marcia Riner | Profit Booster®: He's helped take B2B companies, or coaching companies, from $650,000 in revenue to $1.2 million in just 6 months by simply fixing what happens after the sale, not by chasing more leads.
• 2:54
  Marcia Riner | Profit Booster®: With a background… with a background in leading client success inside of a seven-figure consulting and SaaS company, and over $1.5 million in high-ticket sales personally closed, he now works with founders to tighten up the onboarding.
• 3:12
  Marcia Riner | Profit Booster®: Create better client experiences and turn existing clients into more revenue, more referrals, and long-term value.
• 3:20
  Marcia Riner | Profit Booster®: In other words, he helps you make more from the clients you already have without adding more to your place. Well, welcome to Profit with a Plan, Bradley!
• 3:30
  Bradley Rausch: Hey, Marcia, thank you so much for having me on, I'm looking forward to it.
• 3:33
  Marcia Riner | Profit Booster®: Me too! This is really a good topic that I think, you know, most people are out there, I just need one more phone call, or one more closed deal, or one more, one more, one more, and those one more's are always every single month. So, if we're talking about maybe having that
• 3:50
  Marcia Riner | Profit Booster®: business that we start to enjoy instead of chasing. I really think that this making more out of what you have is the way to really look at things these days.
• 4:02
  Bradley Rausch: 100%, and this is the… the IP that I'll share that we'll get into is…
• 4:07
  Bradley Rausch: Really built off the idea that
• 4:09
  Bradley Rausch: Every client that comes in, you know, most people will consider it to be, you know, you have to pay for the fulfillment, you have to… you factor in your time, you factor in the resources, the tools you spend to run the business, and so there's a… there's a point where it's like, okay, great, so my revenue is…
• 4:23
  Bradley Rausch: whatever you're charging, and your profit is below that. And the… where this all came from, was inspired by, is what if…
• 4:31
  Bradley Rausch: we could actually reverse engineer it to where, for every client you brought in at, let's say you charged, I don't know, 10 grand for a coaching program, what if that client is actually worth 12 and a half grand?
• 4:41
  Bradley Rausch: From strategically implementing things that will get you more referrals, more testimonials, more ascensions on the back end, and that way you know that, you know, every client coming in is not just this one-time sale, but it can, you know, it can be something that helps the longevity of your business, and of course, increase the lifetime value of the client.
• 4:58
  Marcia Riner | Profit Booster®: I love that, because the lifetime value of your client or customer can be so much more than what people really realize. And what happens, and I know you're going to explain this and bring light to this, but what happens is, is once we get the sale, we're like.
• 5:17
  Marcia Riner | Profit Booster®: You know? I got it, score, done, check, right? When there's so many little nuances that you can do to really turn that up and make it so that they re-buy, refer, like you said.
• 5:32
  Marcia Riner | Profit Booster®: You know, and they become the leading group for bringing more of their customers to us.
• 5:39
  Marcia Riner | Profit Booster®: And so that's why I think this call is just so spot-on in a time where people are just…
• 5:44
  Marcia Riner | Profit Booster®: You know, chasing.
• 5:46
  Marcia Riner | Profit Booster®: It's terrible. Okay, so let's… let's get into this idea here a little bit. We know that…
• 5:53
  Marcia Riner | Profit Booster®: That front end of the funnel is really important, but if we focus on what happens when they onboard, right, after the yes, after they say yes, what kind of things could we do to really move the lever?
• 6:10
  Bradley Rausch: So, the framework that I use as just a very high-level overview, real quick, just to explain the context, is…
• 6:18
  Bradley Rausch: So I have a… it's called 4 Sales Framework, so it's based on the idea that everybody will…
• 6:23
  Bradley Rausch: focus on the first sale, which is the moment of payment, their enrollment, as, you know, the most important, spend a lot of time in practicing and scripting and sales strategy and everything, but there's actually 3 more moments throughout the client journey where I argue there are
• 6:40
  Bradley Rausch: needs just as much nuance and practice and scripting to help you really, again, make the most out of that client. And so those other three moments are… the total four sales moments are the enrollment, the second one is the onboarding, which I'll come back to, just like you said. The third one is what I call advocacy, so that can go in either direction of referral, testimonial, or of course, both.
• 6:59
  Bradley Rausch: And then the fourth one is Ascension, and then that's, of course, where somebody is either going into another product you have, or they're continuing on with the same product or downgrading, things like that.
• 7:08
  Bradley Rausch: So with that kind of framework, narrowing in on onboarding, though, is honestly…
• 7:13
  Bradley Rausch: even though it is, quote, the second sale, to be honest, it's usually the first one that I will start with when working with a client in this capacity, just because it has the most leverage for everything else, and I'll explain why. So, to answer your question, in terms of what are the things that people can do.
• 7:29
  Bradley Rausch: The onboarding, I like to break down really, really simply, is within the first 72 hours of a client coming into your, you know, container, program, whatever, within the first 72 hours of a client coming into your container, you need to achieve 4 different states within that client, and this, of course, goes a little bit to, you know.
• 7:48
  Bradley Rausch: psychology, how they're feeling, etc. But we can also dial this back to very specific things in terms of deliverables, or how you interact with them, etc. So it's not as woo-woo as it might sound. So the four shifts, though, are safety, clarity, momentum, and identity.
• 8:04
  Bradley Rausch: And so, for each one of those things, again, within the first 72 hours, if you can achieve those things, the likelihood that that client will then turn into somebody who will refer, or give you a great testimonial, or will be able to ascend or continue into something else is just…
• 8:17
  Bradley Rausch: is so, so, so much greater. In terms of the tactics behind achieving each of those things, it's actually…
• 8:24
  Bradley Rausch: break down really simply, really quick, which is, so safety just takes you from, did I make a mistake, to…
• 8:30
  Marcia Riner | Profit Booster®: That was the question I was gonna ask. What do you mean by safety?
• 8:33
  Bradley Rausch: Yeah, yeah, 100%.
• 8:34
  Marcia Riner | Profit Booster®: Of course, second-guessing that decision is, you know, do they… do they ask for a refund? You know, did I get this right? And so, that's… that's the word safety came in, because I was like, how did that…
• 8:46
  Marcia Riner | Profit Booster®: 100%.
• 8:47
  Bradley Rausch: 100%, yeah, yeah. And so… so basically what each of those mean, and also just some very quick, easy things you can implement to…
• 8:53
  Bradley Rausch: have each of those four things within your onboarding. So safety is basically taking, I like to say, taking somebody from, did I make a mistake, like you said, to if something goes wrong, I know who to contact, and I know when to expect a response. So essentially, it's just that, it's just that feeling of, I'm taken care of, right? The easiest way that I love to install this is having a, what I like to call a safety call.
• 9:15
  Bradley Rausch: 12 hours, or no more than 12 hours after somebody has purchased.
• 9:19
  Bradley Rausch: And this call is literally just to check in, say, hey, really proud of you for making this decision. This could be from a CSM person, this could be from the closers, could be from the founder, whoever, but just a very quick call, 10-15 minutes tops, that just says, hey, really proud of you for making this decision. I just wanted to call and confirm that you've got access, you know, when your first call is scheduled, you know how to get support, etc, just to make sure you got the admin stuff taken care of. Sent you an email, but I wanted to make sure
• 9:42
  Bradley Rausch: you got it all squared away. And that's just that extra… that extra care, that extra thing that it takes 10 minutes, 15 minutes, and it, again, huge dividends.
• 9:51
  Marcia Riner | Profit Booster®: Before you go on, I think that that's actually a really important piece, though, because you want to… you wanna set good expectations of what they can do, and… and I think in a… and I keep using this, I'm, like, using it every time, it seems like, anymore, but we're in this Amazon phase of, like, right?
• 10:08
  Marcia Riner | Profit Booster®: I won it yesterday, and I want it delivered on my doorstep.
• 10:11
  Marcia Riner | Profit Booster®: So if you sell something, the customer expects to get it immediately, immediate access, and it sounds like what you're doing is you're just making sure that they're getting access.
• 10:24
  Marcia Riner | Profit Booster®: that they've got…
• 10:26
  Marcia Riner | Profit Booster®: you know, abilities to log in, that they… that they know who to contact, that they understand this is the scheduled appointment. You know, it's just… it seems like
• 10:37
  Marcia Riner | Profit Booster®: Duh. But it's so much more, and like you said, it's often forgotten.
• 10:43
  Bradley Rausch: 100%, and then just to… just really quickly go kind of deeper on the psychology behind this is, you know, the client is most volatile emotionally within, you know, the first… those first 48 to 72 hours after making a purchasing decision. You know, usually, of course, we're talking a coaching program or consulting program, something like that, we're in the thousands.
• 11:03
  Bradley Rausch: they're the most volatile, but they're also the most susceptible to influence from you. And so, instead of risking the client coming in, and for the first, you know, handful of hours, handful of days, they're sitting there like, what did I sign up for? My first call isn't for a week.
• 11:16
  Bradley Rausch: what am I doing? Da-da-da-da-da. You're simply just ensuring that they have a positive experience at the moment where it matters most. Like, just to really simply break it down.
• 11:28
  Marcia Riner | Profit Booster®: Yeah, I think that's… I love the psychology that you're putting on both parts of it, right? Here's the technical side, right? But you… but you're stepping into your customer's mind, and you're going, what are they sitting there worrying about, right? Oh, I just wrote this check, or I just flipped my, you know, credit card at them, and it's like, you know, what did I do, right? And so you're… you're reinstating that opportunity.
• 11:54
  Marcia Riner | Profit Booster®: of, you made the right decision. And I think that there's a lot that you can do in there that really sets you apart
• 12:01
  Marcia Riner | Profit Booster®: To give that customer that experience. Not just the natural experience to keep them from, you know, chargebacks, but the natural experience of showing, hey, you're with a company or a team that is really gonna give you the service that you didn't expect.
• 12:20
  Bradley Rausch: 100%, absolutely.
• 12:23
  Bradley Rausch: And so…
• 12:24
  Marcia Riner | Profit Booster®: I was gonna say, in today's space, though, right, this can be done by anybody. It doesn't need to be done by the consultant or the coach. It can be done by an email, it can be done by a VA, it can be done by automation.
• 12:37
  Bradley Rausch: 100%, 100%. The one thing I will say on that is I do… I do love to, you know, and every business is different in terms of what they have capacity for and things like that, but as you said, it could be done by a VA. Even just…
• 12:49
  Bradley Rausch: Even just a call from somebody who, you know, the only information that they have is, again, those key points, the reading from a script, you know, bare bones, just…
• 12:57
  Bradley Rausch: A person on a call. That's it. And even just that.
• 13:02
  Bradley Rausch: Even if they have no answers to any other questions. That, in and of itself.
• 13:06
  Bradley Rausch: will do so much for you. Obviously, you want to make it more useful than that, but, you know, it's a minimum, you know, minimum viable standard, for sure.
• 13:16
  Marcia Riner | Profit Booster®: Love it. I love how you say it's minimum viable, right? It's today's… it's today's basic standard, almost, rather than, up-leveling you to the… to the better, better experience, and… and I like that. Okay, so after we do…
• 13:30
  Marcia Riner | Profit Booster®: After we do the onboarding, right, and we have somebody reach out to them.
• 13:35
  Marcia Riner | Profit Booster®: Are there any kind of, like, is this an opportunity to upsell them into anything, or is this the opportunity to just let them breathe and get ready for the next… next step?
• 13:44
  Bradley Rausch: No, I would definitely say this is just the opportunity to… to let them breathe. You know, there's,
• 13:51
  Bradley Rausch: There's a standard that needs to be set for what this client can expect in terms of fulfillment, because all of these promises, all of these expectations were just set, they were just made.
• 14:02
  Bradley Rausch: they have no proof that you will actually come through on it. And so I think that this is just a really good moment to, you know, just, as you said, take a step back.
• 14:12
  Bradley Rausch: And again, make sure that they have all the tools they need. And actually, that goes into the second thing. So, again, in onboarding, you want to achieve these four states, which first one is safety. This next one is clarity. And so this goes, kind of the phrasing I think of it is going from, what did I buy, where do I start?
• 14:29
  Bradley Rausch: going to…
• 14:30
  Bradley Rausch: I know exactly what to do this week, and I know exactly what not to touch yet. And the interesting part about that one is, again, just to kind of… for the tactical side, and also the psychology side of this.
• 14:41
  Bradley Rausch: The tactical side of this, my favorite way to create clarity with a client immediately is create a custom resource that you send them. Now, obviously, there's a lot you can do with AI to enhance this, to make this easier. You can have it build out the slides, you can have it build out the thing, the PDF, whatever, to make it, quote, customized, which I do all the time.
• 15:01
  Bradley Rausch: But it basically… what it'll do is 3 things. They're really important. Number one, it lays out what they can expect the first week.
• 15:07
  Bradley Rausch: So it lays out what the first 7 days of the experience is gonna look like. Number 2, it explains what not to do yet, because a lot of people will jump ahead, and a lot of people will move around when you have a very clear client journey designed.
• 15:20
  Bradley Rausch: And the third thing, then, is it will explain how… how it will feel before, during, and after doing the thing, which again, going into the psychology of this, it'll explain how they're gonna feel throughout the journey, so that way they don't feel lost if they ever feel, you know, that things are off.
• 15:35
  Marcia Riner | Profit Booster®: setting those expectations is incredibly important, so well done on that. I think it's really important, and a good move to do. Alright, so after the clarity.
• 15:45
  Bradley Rausch: After the clarity comes momentum, and so this takes you from, I'll start soon, to I've already done something that worked, and I've seen the progress. And so, my favorite way to install momentum into onboarding is to make sure that you
• 16:00
  Bradley Rausch: Require of the client to complete one, somewhere between 15, 30 minute, maybe up to an hour long task that is a closed loop.
• 16:08
  Bradley Rausch: Meaning that it has both a leading and a lagging indicator. So it has an action, and it has a visible result on the other end of that action. It's not just something where it's like, oh, start to do this process, or oh, check this out. It's something that they start, they complete, they see a result from, all within
• 16:23
  Bradley Rausch: call it no more than an hour period, and this is going to vary based on the offer and the…
• 16:28
  Bradley Rausch: You know, the specifics, and again, you can obviously, of course, make it AI-leveraged to help with that. And again, what that's going to take them from is making sure that they know that, okay, this is a place where I'm actually going to see results, see momentum, because a lot of these people in different offers have been in other offers that they didn't see any results.
• 16:47
  Bradley Rausch: So right there, you're breaking one of probably most people's biggest concerns.
• 16:51
  Marcia Riner | Profit Booster®: Wow, and that is so, so common in the coaching, consulting space. The buyer has some sort of expectations that you're going to solve my problem.
• 17:03
  Marcia Riner | Profit Booster®: And, you know, a few weeks in or a few months in, they're, like, going, well, the problem's still here. Why are we doing this, right? And because you gave them the clarity, and you set those expectations, and then you started them on momentum, they're actually feeling good about their decision, right out of the gate. So these are super valuable. I love it.
• 17:24
  Marcia Riner | Profit Booster®: Love the psychology around it, too.
• 17:26
  Marcia Riner | Profit Booster®: Alright, so we've got them in momentum, and we're still in the 72 hours, right?
• 17:31
  Bradley Rausch: Correct, yes.
• 17:32
  Marcia Riner | Profit Booster®: even the second sale. We haven't even hit the other two sales.
• 17:35
  Bradley Rausch: Yes, correct. And so the last part of the onboarding is what I call identity. So this is where you're taking somebody from thinking, oh, I'm just a transaction, or I'm just another sale, just another number to these people, to…
• 17:47
  Bradley Rausch: these are my people. Like, this is where I belong, I belong inside of here, I want to stay inside of here, right? And my favorite way to do this is to have a welcome ritual. So, of course, there's going to be, you know, things like group calls, if it's a coaching program, or an onboarding call, if it's a consulting program.
• 18:02
  Bradley Rausch: That's fantastic, but…
• 18:04
  Bradley Rausch: you really want to make sure that you are intentionally introducing the client to at least one peer who's at a similar stage, and this is going to do two things. One, it's going to help the client to see that you recognize them for exactly where they are. You're not imagining that they're further ahead, you're not imagining that they're behind, you know where they are, you're connecting them to somebody at a similar spot.
• 18:23
  Bradley Rausch: And the second thing it's gonna do is it's gonna give them accountability with this other person to
• 18:29
  Bradley Rausch: Progressing through the action steps that you lay out for them throughout the program.
• 18:33
  Marcia Riner | Profit Booster®: So would you do that on, like, I would have, oh, this is… you're my client, and I would have John come in, and… and John's gonna be on that onboarding call with me, and he's gonna give some, yeah, I was in your place, or I'm there, you know, I'm close to that, I'm one step ahead of you, kind of thing. Is that what you're… is that what you're suggesting, or would you bring them into the group and go, oh, Bradley, I want to introduce you to John while we're in this group, right?
• 18:58
  Bradley Rausch: Yeah, so it could… the two most common ways that I usually will facilitate it is either A in a group setting, or B, through, you know, something async, Slack, something like that, and you'll introduce them, start a group chat, and introduce them there, and that… just have that conversation be facilitated, of course, by a CSM or, you know, whoever… whoever enrolled them, things like that.
• 19:17
  Marcia Riner | Profit Booster®: Got it. Wow. Okay, cool. Like it. Like it. Good onboarding system, and it sounds like that you've done this, obviously, before, but it's been successful, and it shows a lot more.
• 19:29
  Marcia Riner | Profit Booster®: Than just going, okay, I got somebody sold, I got them in a group, you know, I gave them the login, and, you know, two weeks later is the next call, right? There's that big gap there, so this is good.
• 19:41
  Marcia Riner | Profit Booster®: This is good. Okay, so we've gone through, we've done the original sale, we've done the onboarding, which to me is, like you said, super valuable in making the other pieces go forward.
• 19:53
  Marcia Riner | Profit Booster®: So, the Ascension is the fourth one, but the third one is what again?
• 19:57
  Bradley Rausch: Advocacy. So this is either testimonials or referrals.
• 20:01
  Marcia Riner | Profit Booster®: Got it. So, they haven't, and so thinking… thinking in my experience, I just bought, so I'm happy with my… my purchase, but I haven't experienced the service yet. So, when does this advocacy take place?
• 20:18
  Bradley Rausch: Yeah, great question. So, this was built off… this particular sale, or playbook, if you will, was built off of the idea that
• 20:25
  Bradley Rausch: You know, many programs, many even consulting offers, many, many offers across the board will wait until the end of the container to ask for a testimonial, to ask for a referral, because they'll think, well.
• 20:37
  Bradley Rausch: the end is when the results are going to be the best, right? Regardless of if the results are objectively great, or less than what we would expect, and whatever. The results are going to be the best at the end, because they'll have the most time.
• 20:47
  Bradley Rausch: I actually argue that that is the least effective time to ask for a referral or testimony, advocacy in any form. And the reason is because people will take that extra step, give you their discretionary effort after you ask for it, not when the results are objectively the greatest, but when their belief
• 21:03
  Bradley Rausch: that the results will be great is the highest. And that moment oftentimes comes, I like to say, anywhere between 30% to 50% of the way through the container.
• 21:13
  Marcia Riner | Profit Booster®: Okay, so…
• 21:14
  Marcia Riner | Profit Booster®: which is still early. They've gotten some results. They've started to get some momentum going. Things are happening. They're still in the
• 21:21
  Marcia Riner | Profit Booster®: honeymoon phase of the relationship, I guess, so… so it's still good to ask then, rather than waiting till the end of the program to go, when they're like, okay, I'm done. Yeah, no, I'm too busy, I'm on to the next thing, right?
• 21:35
  Bradley Rausch: Exactly.
• 21:36
  Marcia Riner | Profit Booster®: Exactly. And so…
• 21:38
  Bradley Rausch: and so for the… you can… the kind of other tactic or piece that I share here is there are… everybody kind of will put asking for a testimonial, asking for a referral into the same kind of bucket, right?
• 21:52
  Bradley Rausch: there's actually… I like to think of it as there's… there's different… there's different tiers, there's different timings in which you can ask. There's… I like to just split it up by… there's a soft ask, and there's a hard ask.
• 22:02
  Bradley Rausch: So a soft ask can just happen after they have, let's say, you know, one of those first meaningful wins. They have… they have a moment where you surprise them with a piece of, you know, unmarketed delivery, what I like to say, which is where you give them, essentially, a bit of discretionary effort that you already plan to give them, but they don't know is coming. So it comes off as a surprise.
• 22:21
  Bradley Rausch: Things like that, where you can just simply ask them something, hey, if you have a friend who is where you were a month ago.
• 22:27
  Bradley Rausch: I'd love to send them a quick loon video on what you and I have just accomplished together, so that way we can see what's possible. Does anybody come to mind, right? It's just, it's soft, it's easy, it's gentle, it's not pushy, they can easily say no, that's okay. A harder ask is, of course, when you've got
• 22:41
  Bradley Rausch: some sort of a huge win, a big milestone moment, a big, you know, something a mid-program review, and maybe they're really on track, right? And that can be a lot more direct, like, you know, you've done the work, it's clearly paying off. If I ask you for, let's say, one person, like you, that you genuinely feel good introducing me to.
• 22:58
  Bradley Rausch: Who would that be? And I will treat you with the exact… I will treat them with the exact same care that we gave you. That's much more of a direct, stern thing. So, again, knowing when to ask, but also knowing how to ask is really, really important as well.
• 23:10
  Marcia Riner | Profit Booster®: I think that makes it so much nicer, whether it's time for that soft ask or the hard ask, right? And I think it's so much… because we all get kind of squishy and awkward, you know.
• 23:21
  Marcia Riner | Profit Booster®: Do I have to ask for it? Or can I do, like, this fancy dance around to make it sound like I'm asking for it, but I'm not really asking for it, right? Or let me just type it out, and write it out, and, you know, sneak my way in. And I know that that's a terrible way. But when they have that win, why not ask?
• 23:40
  Marcia Riner | Profit Booster®: You know? And, so does it work the same way for a testimonial?
• 23:46
  Bradley Rausch: Absolutely. 100%.
• 23:48
  Marcia Riner | Profit Booster®: Okay. So, oftentimes, we get, we get testimonials that are not exactly what we were hoping for. Is there a way to, maybe coach them on a testimonial that you'd like to have them say, you know, so it sounds more… more direct as to what… oh, Marcia's great.
• 24:09
  Marcia Riner | Profit Booster®: Well, yes, I am, you know, but that didn't get a client for me, right? I wanted to hear the problem you had, how we solved it, and, you know, the solution you got from it, right? So it's in a clear… is there… do you ever… do you ever think of giving them kind of a framework for the testimonial?
• 24:26
  Bradley Rausch: Marcia, this is actually one of my favorite, favorite things to install in a business and talk about, and I actually don't get asked about this on podcasts often, because this is a rather technical thing, so I love this question, thank you for asking. Short answer is absolutely. I will actually take it one step further, though, and I will have, most of the time, the business
• 24:45
  Bradley Rausch: the founder, in fact, so the most publicly facing person of the company, start their own, you know, call it a podcast. It's not a podcast in the traditional form, meaning, like, oh, we're gonna care about views and things. But start getting on calls with clients once they say yes to a testimonial. You don't need to coach them.
• 25:04
  Bradley Rausch: You don't need to tell them what to say. All you do is you get on the call, they know it's a testimonial, and they also know that it's, of course, it's recorded, it's a podcast, it's going on public assets, etc. But the framing of the call is so much different than what a typical testimonial is. The way you're gonna frame it is you're gonna say, listen, Sally,
• 25:23
  Bradley Rausch: super proud of the progress you've made in the program so far. I'm so honored that we were able to be a part of your journey. Here's what I want you to share for just a couple of minutes. What would you tell yourself
• 25:33
  Bradley Rausch: when… before you started this program, what would you… what would you tell… what would you tell that Sally? What would you tell that Sally is the hardest part of the process, the easiest part of the process, the most enjoyable part of the process, the least enjoyable part of the process? What would you… how would you help that Sally get to where you are now? Tell us a little bit about your experience there.
• 25:51
  Bradley Rausch: And what that is gonna do is it is just going to beautifully open them up to sharing
• 25:57
  Bradley Rausch: all of their fears, all of the reasons why they thought they couldn't join, or they shouldn't join, or they didn't have the right tools to make it doing whatever, da-da-da-da-da. And you're literally having them prove in front of you, and in front of every prospect who's ever gonna watch this, that
• 26:12
  Bradley Rausch: you can, in fact, do it. And so the prospect is not only seeing the things, the claims from the business, they're not only seeing, you know, all the webpage and the VSL and the sales call with the pushy closer. They're seeing someone who was in the exact same shoes as they were, sharing their hopes, dreams, fears, everything, and saying.
• 26:31
  Bradley Rausch: this program actually did it. And it's just in a so much more deeper and authentic way than getting on a call with somebody and saying, what's your experience in the program like? Like, I don't care about what… I don't care about your experience for our benefit. Tell us what you wish you would have known sooner. That's really what.
• 26:46
  Marcia Riner | Profit Booster®: That is fantastic, Bradley! So, first of all, you're not asking them to write something when they have a moment, right? You're asking them to jump on a telephone call that you're recording, and asking them for the answers of what you would tell yourself
• 27:05
  Marcia Riner | Profit Booster®: pre… pre-joining. That is brilliant.
• 27:08
  Marcia Riner | Profit Booster®: Great way to get that, because then you get a video testimonial, you're leading the witness of sort, you know, and getting them to the right point that you need.
• 27:18
  Marcia Riner | Profit Booster®: Powerful, powerful way to do it. I love it.
• 27:22
  Marcia Riner | Profit Booster®: Wow. Okay.
• 27:24
  Marcia Riner | Profit Booster®: Check. That's probably the easiest way of doing it, you know? I mean, because then you're not trying to get them to say the right words and what they would say.
• 27:32
  Bradley Rausch: Exactly, perfect. Exactly. You can always have.
• 27:34
  Marcia Riner | Profit Booster®: Perfect.
• 27:34
  Bradley Rausch: You can edit or go in, and you can chop it up however you want, and you'll probably have things in there that can be pointed at a particular prospect. You know, you give it as a tool in the arsenal of your closers, of your sales team, to say, you know.
• 27:48
  Bradley Rausch: I don't know. Hey, Tim, we had this client, Sally, who came in a couple of months ago. She actually just recorded a video testimonial. She was in the exact same spot you were. If I sent you over this 8-minute clip, would you be able to watch it? Tim says, yeah, cool, I'll watch it. And he sees a clip of Sally telling him everything that he needs to hear when Sally was in the same spot. So it's just this great, full-circle, authentic moment.
• 28:09
  Marcia Riner | Profit Booster®: which also validates and gives you information to use in your marketing and your strategies of the things that were going on in their head before they made that decision. So, boom, boom, boom. It's super powerful.
• 28:22
  Marcia Riner | Profit Booster®: All right, so we're getting… we can… God, we could have had a whole podcast on… on just talking about either the… the onboarding or the… or the getting the testimonials and referrals, but we've got one more space to go before we run out of time, so the last one is the Ascension, so tell me more about that.
• 28:39
  Bradley Rausch: Yeah, so the idea behind the process of ascension is just simply making it feel like a natural, expected part of the process, instead of an additional sale, or instead of selling.
• 28:49
  Marcia Riner | Profit Booster®: Something that's.
• 28:50
  Bradley Rausch: auxiliary to the main, you know, to the main program. And again, everybody waits till the end, when, quote, results will look the best. That's when they wait to even broach the idea of moving on to the next thing, or another container, whatever. And ascension can look like
• 29:04
  Bradley Rausch: You know, ascension, of course, implies up, but that can look like something higher ticket, it can look like something lower ticket, it can look like a continuation of what they're currently doing, all different sorts.
• 29:13
  Bradley Rausch: So, so again, like I said with the referrals, I usually like to see these conversations started at anywhere between 30 to 50, maybe 60% of the way through the initial container, and it's a really simple conversation when you know how to do it properly.
• 29:26
  Bradley Rausch: All it is, is you're just going to be simply covering the wins that they've experienced in the program, meaning they have to, of course, make progress, right? I hope you don't feel an alignment upselling somebody who hasn't made any progress.
• 29:39
  Bradley Rausch: Listing out the progress that they've made, identifying any remaining gaps.
• 29:43
  Bradley Rausch: And then exploring what the vision for, let's say, the next 6 to 12 months looks like, right? Or the, you know, if it's a shorter container, a shorter time.
• 29:50
  Bradley Rausch: And that's… that's simply it. And from that, it's gonna come one of three different directions. It's either gonna be something that you really feel in alignment with saying something like, hey, clients who are in your spot, who want what you just said, who want to build this business over here, who want to make this amount of money, who want to bring in this many clients, whatever.
• 30:08
  Bradley Rausch: they actually usually move into our blah blah blah other offer right here, right about now. And honestly, with the progress you've made in this initial blah blah blah.
• 30:17
  Bradley Rausch: I'd love to walk you through what that could look like. How does that sound? And it's usually going to be a really well welcome invited, yes. The second direction you can take them is clients who are in your spot, who are wanting XYZ, what you just said.
• 30:28
  Bradley Rausch: They usually move into the next offer right about now, but I'll be honest, I'd be doing you a disservice if…
• 30:34
  Bradley Rausch: I were to offer that to you right now, or bring you into that, just because we need to still address a few of the gaps that we just mentioned. So let's talk about how we can focus on closing these gaps over the next, say, 2 to 4 to 6 weeks, and then let's talk about what it looks like to get you into this next thing. And that is great, because it still just plants the idea of what it could look like
• 30:54
  Bradley Rausch: Long-term, and it gets them… it gets them thinking about that longer-term vision for themselves.
• 30:57
  Bradley Rausch: And then, of course, the third direction is, if it's not a good fit for the continuation thing in any capacity, you say, listen, totally, I'm…
• 31:04
  Bradley Rausch: Great wins.
• 31:06
  Bradley Rausch: obviously, 6-12 month vision, cool, we want to hit that. Let's look at what a strong finish in this current container looks like, so you leave feeling complete, you leave feeling like you got more than your money's worth here. And so you just have that conversation, you pick a lane, and you confidently go down that lane with the client.
• 31:23
  Bradley Rausch: And again, with the phrasing and that kind of energy, it comes off as a very wholesome conversation.
• 31:29
  Marcia Riner | Profit Booster®: And I think I… I really like… it's not towards the end, and you're not sprinkling, oh, I have this thing that I do for everybody, right? Or the next thing, or, oh, by the way, you know, if you want to go deeper with me, I've got this thing, right? Which I often hear. Sprinkling, oh, and then reach out to me if you want to have a conversation to it. So it's not personal saying, hey, we just had a milestone.
• 31:54
  Marcia Riner | Profit Booster®: So you could either, you know, this is a great time for you to step in with more energy, or how can we make sure that you finish strong, rather than just sprinkling an idea and saying, come on in. You know, I think you're doing it at a right time, rather than just every single
• 32:11
  Marcia Riner | Profit Booster®: time, you know, as it comes through, or… or we're starting to have that, oh, here's the next thing, or oh, you know, somebody went into this next program, and then towards the end, it's the… it's the, off-boarding call that you make that, you know, that secondary offer. It's often too late then, right?
• 32:31
  Bradley Rausch: Absolutely, 100%, and it gets them focused on a totally different path, often, or it's framed as a different path. You know, there's the thing you're doing now, and there's this way other thing over here. Whereas.
• 32:43
  Bradley Rausch: you frame it instead as just a natural part of the process. It's like, everyone who is in your position, who has achieved the wins you've achieved, who has done the things you set out to do, who has been fulfilled on the promises that we made to you, everyone who's in your position
• 32:57
  Bradley Rausch: usually ends up ascending, moving to this next program, not because it's… it's… it's a nice-to-have, whatever, it's because
• 33:04
  Bradley Rausch: it's the best thing for you, it's the best fit for you for what you're doing right now. And so, if that's not… if that will not serve your vision for what you want your life to look like for the next 6 to 12 months, that is a-okay. Let's figure out what it would look like to finish strong with what we're doing now. But if it does.
• 33:20
  Bradley Rausch: I would actually be remiss, I would be… I would be disservicing of you if I didn't explore that with you.
• 33:26
  Marcia Riner | Profit Booster®: Yeah.
• 33:28
  Marcia Riner | Profit Booster®: Really good stuff. Okay, so let's recap briefly the four total sales, because
• 33:35
  Marcia Riner | Profit Booster®: This was really good, and surprisingly enough, they're not really sales.
• 33:41
  Marcia Riner | Profit Booster®: But they lead to sales, and they lead to those opportunities, those key touchpoints that really…
• 33:47
  Marcia Riner | Profit Booster®: drive the relationship so much further than it ever could have. So, repeat them again. The original yes.
• 33:54
  Bradley Rausch: 100%. The original, yes, the enrollment, the onboarding, or I like to call the first 72 hours, advocacy, which is either testimonials or referrals, and then ascension.
• 34:06
  Marcia Riner | Profit Booster®: I love it. It's so smart, and so overlooked, and I think that's where… that's where today's business owners are just like, they're rushing to the next yes, and then they get them in, and they're like, yeah, I got them in, let's go deliver, right? But they're… and then they wonder why they're always chasing more customers.
• 34:23
  Marcia Riner | Profit Booster®: It's terrible, terrible.
• 34:25
  Marcia Riner | Profit Booster®: All right, listeners, thanks so much for… oh, wait, Bradley, wait a minute, where can listeners find out more about you? I almost… I mean, I was so excited about the whole idea. I know that this is something that… that listeners need to have. They need to implement this into their… into their program, whether you're selling…
• 34:45
  Marcia Riner | Profit Booster®: A consulting and coaching business, or even more importantly, if you're not, and you're selling something that is still intellectual property, such as
• 34:55
  Marcia Riner | Profit Booster®: You're looking at real estate agents, you're looking at attorneys, or CPAs, or content creators, or whatever. I mean, there's so many options that you can use this platform in to really leverage up your business. So, where can listeners find out more about you?
• 35:12
  Bradley Rausch: Yeah, absolutely. So, I've got a free resource on my website. It's the very first link on my website is just my name, BradleyRausch.com, and, it's a guide that takes you through the 5 most common post-sale mistakes that, I work with. So, consulting, coaching, and SaaS companies are the 3 main verticals that I will work with.
• 35:30
  Bradley Rausch: With this, and so it's the five most common post-sale mistakes that will actually cap profit per client, and each of them will connect back to one of the… one of the four… four… one of the four sales that we just talked about.
• 35:42
  Marcia Riner | Profit Booster®: Wow. Okay, great. And it's super easy to get, super easy to use and implement in your business, and I know that
• 35:50
  Marcia Riner | Profit Booster®: profitability is done because you're creating a lifetime value of your customer, instead of, like you said, the $10,000, but what if you can make $12,000, right? What if you can, you know, increase or create more clients coming in from it, just by implementing this, this system into your practice right now? So I love it.
• 36:09
  Marcia Riner | Profit Booster®: 100%. Alright, great.
• 36:10
  Marcia Riner | Profit Booster®: Cool. Now, thanks for tuning in today. I hope you picked up some valuable insights and actual ideas that can help you make more, profits in your business. And before we go, just a reminder, if you're ready to bring in more of the right clients and keep more of what you learn, then go check out that Profit Booster Growth Map. It really pinpoints those top 3 moves
• 36:34
  Marcia Riner | Profit Booster®: to grow your business and your revenue fast. So go get it anytime at ProfitBooster.biz, and it's called The Growth Map.
• 36:42
  Marcia Riner | Profit Booster®: And while you're at it, don't forget to subscribe. You don't want to miss future shows. You can always find Profit with a Plan on any of your favorite podcast players, and we're looking forward to sharing more profitable strategies on next week's show. So until then, make your plans and profit with them. Thanks so much, Bradley. This was really helpful.
• 37:02
  Bradley Rausch: Thanks for having me on, Marcia.