How We Get Over 1,000 leads a month WITHOUT ADS (Part 2 Scaling Series)

Part 2 of 5: In Part 1, we uncovered the Scaling Formula - the exact strategy you can you to scale your business and ultimately remove yourself from the day to day operations.

In part 2, we're putting the spotlight on magnetizing your market through lead generation.

Lead generation is not just about casting a wide net and hoping for the best. It's about strategically positioning yourself, crafting irresistible offers, and getting your potential clients to come knocking at your door consistently.

Let’s talk some lead generation pitfalls, as well as how to scale your LEAD FLOW and magnetize your market.

Lock in!

• 01:57: What is the first thing when it comes to generating leads?
• 09:18: The three things you need to execute direct outreach
• 16:07: Misconceptions about direct messaging you need to stop 
• 26:02: Why you should have a repeatable process

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About The Hosts:

• Tim & Cindy Dodd are the Co-founders of PEMA.io, based out of Miami, FL. Connect with Tim and Cindy: Instagram

About PEMA.io:

• PEMA.io is a Inc 5000 Outbound Marketing Agency specializing in Enterprise Sales & Appointment Setting. With over 7-years and 1,000+ clients served in the industry, PEMA is the leading agency for cold outreach appointments & systems. Learn more about PEMA.io here: www.pema.io/discover

Chapters

• 1:57 What is the first thing when it comes to generating leads?
• 9:18 The three things you need to execute direct outreach
• 16:07 Misconceptions about direct messaging you need to stop
• 26:02 Why you should have a repeatable process

Transcript

Cindy (00:00):

And this is not a get rich quick Yeah. Strategy that we're sharing with you all. We're, we're sharing how do you scale your lead flow in a way that is reliable, predictable, and allows you to have that consistency. So yes, it is gonna be work upfront, but through testing and through actually going through the process that we're sharing, your for sure gonna get results. Welcome to the Takeover with Tim and Cindy, where we show you how to dominate every area of life and business. Let's get winning.

Tim (00:28):

What is going on? Welcome to the takeover with Tim and Cindy. Today we're gonna show you how to magnetize your market with awesome lead generation. And we're not just talking about a little here, drips here, up and down feas famine. We're talking about growth month over month, year over year. And we've had our best months historically in December because we're up and up and up and up. Yes. So the strategy we're gonna walk you through here isn't a little bit, oh, this is a nice little thing to add on. We're gonna talk about how do you scale, scale fast, and even keep scaling in months, like November and December when a lot of the marketplace has checked out. So this is good. This is part two in a five part series. If you're already watching the series, we're doing a full five part series on how to grow and scale a business that can run and grow without you and even become a business that you could exit.

Tim (01:16):

This is part two and it's really the first of four steps to grow and scale a business. And this is lead generation. Yes. So Cindy, we've done work with over 700 businesses and entrepreneurs, and we've trained tens of thousands of entrepreneurs and businesses on how to grow and scale. Most of them come in with a lot of confusion around what channels, what strategies they should go to. And it's actually pretty straightforward and clear the, the step by step on what you would do to grow and scale a business either from zero or for somebody who's already at, you know, 6, 7, 8 figures. So where would you think about the first step and then how to go from there when it comes to generating leads?

Cindy (01:56):

Yes, absolutely. The first step that we would go for in terms of channels specifically, because a lot of people have confusion around where do you start, right? Which channel is the best to secure leads consistently? And we'd start with direct outreach. Yeah. It's with outbound. The reason being is because outbound is low cost. It allows you to test your systems and perfect your systems for not only lead generation, but also on the sales side, right? Because if you have leads coming in consistently, you can perfect your sales process, you can perfect your messaging. You can identify which audience or which industries perform best. So what I love about outbound is it allows you to really narrow down on what your ideal client or ideal customer avatar is, which with a lot of different channels, costs a lot of money to figure that out. With outbound, through testing, through perfecting your systems, you can distill the data down to what industry perform best, what messaging performs best, what is my ideal client in terms of maybe revenue, company size, all of that good stuff.

Cindy (03:03):

So that you can then, once you've perfected your systems through outbound, you can then move into other channels like paid ads. Yeah. Right. Paid ads. You have to spend money to test, you have to have revenue to test paid ads. But starting with outbound now moving into paid ads, you have more data and information on who responds on who's buying on who your ideal client avatar is versus trying to start there first. Trust me, you're gonna spend a lot of money on ads, on testing if you are starting off with paid ads where that, which is where a lot of people go wrong. They wanna start with Facebook ads, they wanna start with Google ads, they wanna start with a lot of paid channels, which is great and all, but you're gonna spend a lot more money if you haven't down outbound first.

Tim (03:50):

Yeah. And even the sales process, because your profit margins are so much better on outbound, your cost per meeting, cost per client acquisition is a lot lower with outbound. So you can actually kind of make mistakes <laugh> with outbound

Cindy (04:05):

Direct outreach. Mm-Hmm.

Tim (04:07):

<Affirmative>. And, and with outbound and direct outreach, you can kind of make mistakes as you're building your sales process, your warmup process, your nurture sequences, all of that. And you're still gonna be profitable with ads if you don't have that stuff dialed in right. To the get go. I mean, Google meta all, they will drain your bank account faster. Mm-Hmm. <Affirmative>. Mm-Hmm. <affirmative> faster than you can get clients. That's for sure. And what I love about what you said about this is once that's dial in, you take all the data, the information, and now you can run ads with it and pay. And that's the same thing with the sales process. You can take your sales process, your nurture sequences, all of the information you've learned about being directly connected to and reaching out to these prospects. You just have so much more data that I, I don't think you would get that kind of granular person to person data, even if you did ads from the get go and you had a bunch of money to spend. Because when you're doing direct outreach and you're reaching out to people directly, you're having conversations with them through email, through calls, through all these different pieces that you're learning about that avatar in such a powerful way that, and we've seen every time you, you have a successful outreach outbound campaign going and you get it working and dialed in, you then go run an ad campaign and it just performs. Yes. Super.

Cindy (05:18):

Well, because you have data Yeah. You have data to back it up. Absolutely.

Tim (05:21):

And for, for our industry, we have one of the highest performing paid ad funnels for, you know, sales meetings and that. And we had that right off the bat when we first launched our, our ad funnel because we had, so all the data, we had so much one-on-one with the prospects. Yes. And we had the, the, the sales process dialed in so

Cindy (05:38):

Well. Mm-Hmm. Even to point to that too, it's messaging that performs really well in direct outreach nuances of messages of, you know, why do people say yes to this versus something else. When you do a lot of AB testing and direct outreach, it also translates really well to paid funnels or paid ads because you've tested this type of message performs really well for my audience. And as you've perfected that, you move that into paid ads. That's why it performs so well so fast. So ladies and gents, what we're suggesting here is if you want to scale and you wanna do it efficiently in a way that's cost effective and that gets you maximum results, we recommend that you start with direct outreach. Yeah. And direct outreach is simply reaching out directly to your ideal prospects, be it in their LinkedIn inbox, sending them a direct message in their email.

Cindy (06:29):

It's in Instagram or Facebook direct messages, because that is gonna give you the data that we're talking about here, which can then translate into paid ads. And once you start running paid ads, the next step after that would then be content marketing. Yeah. So that is kind of the sequence or the flow that I would go in scaling to generate leads. Whether you are just starting out or you already have some of these pieces in place and you're doing really well. Outbound or direct outreach gives you low cost per meeting or low client acquisition cost, then move to paid ads where you can really scale up by spending more money, then moving into content marketing where you can now build more authority. And all of them kind of feed into each other. They do. Right. But it has to be in that flow, direct outreach, paid ads, and then content marketing. Yeah.

Tim (07:17):

And the thing is, is 'cause we already kind of talked about the value of going direct outreach outbound to paid ads. But by the time you get to the content marketing, which is, it's a slower strategy. Mm-Hmm mm-Hmm. <Affirmative>. But it's really powerful. All the lessons you've learned from outbound outreach and now paid ads and getting clicks and getting really granular on what little words. Now when you go to create a YouTube video, you know exactly how to create a thumbnail that can have a high click-through rate. Mm-Hmm. <affirmative>, you know exactly what you're so in the head of your prospects, you know exactly what kind of content that they need help with. And so what I love about this, yes, by the time you get here is you're not gonna become a massive influencer overnight. Like this takes a long time. So when you have your direct outreach and your ads performing, you're, you can be a pretty, I mean, there's people that have built nine figure companies on just that first one, just direct outreach.

Tim (08:11):

Yeah. There's people that have, you know, built eight figure companies on, on paid a ads and so, so on and so forth. So you can build a really big company with those too. But what's powerful is now when you start to do content marketing, while you're building for that long term, big brand, big strategy, big authority to generate leads, you're actually creating assets to give to prospects before they become customers. So actually at this point, when you're now creating great content marketing, not only you're creating it really good 'cause it's really based off of all of the data you have. Yeah. But now you're actually creating content that can warm up prospects. Mm-Hmm. <affirmative>, you can create content that your sales team can use to educate your prospect and warm them up. So the beautiful thing about doing this outbound first outreach first then paid ads, and then content marketing is the content marketing, although it's a long-term play, if you want it to be a lead generation source Mm-Hmm. <Affirmative> dur. Because you have so much flow already in the business, content marketing actually becomes an asset that will increase your conversion in your sales rates because it's a tool and fuel to use in the nurture warmup and follow up sequences.

Cindy (09:15):

So good. So good. Yes. Absolutely.

Tim (09:18):

So let's talk about how do you get leads with direct outreach? We've kind of walked through the why start here. Mm-Hmm. <affirmative>. But let's talk about the practicals of how, how do we execute this?

Cindy (09:29):

Yes, absolutely. So with direct outreach ladies and gents, you need three main things. One, you need a target pool or a list of people that you're gonna reach out to. Remember you are directly reaching out to them. Direct outreach. Second, you need really good messaging. Yeah. And we're gonna give you some examples of the type of messaging that you can run here. And then third, you need repeatable systems, right? So we see a lot of lead generation efforts fail because some people will, you'll try it for maybe a month or two and then stop. Or you know, you'll maybe do a few reach outs but not do that many. So you don't have any data where the repeatable systems come into place where you can consistently generate leads week over week, month over month, which gives you more data, which then of course means you get more leads as you start to refine the system.

Cindy (10:14):

So let's start off with step one, which is the targets pool. Your target pool is the list of prospects you are going to reach out to. In this example, I'm gonna talk specifically about, say LinkedIn. Okay. We use LinkedIn to generate meetings, sales appointments so much for our clients. I mean, we've done it at such a large scale that it's a great place to start. If you're gonna do direct outreach, great place to start. So what I'm gonna do on LinkedIn is I am going to go onto LinkedIn and I'm gonna create a search or target pool of people that I can really easily reach out to. Okay. And at first it's gonna be assumptions that I'm gonna make on who I believe my ideal prospect is. Yeah. Maybe it's based on clients that I've worked well with in the past, maybe it's based on ideal prospects.

Cindy (10:59):

I think I could help right. There gonna, there's gonna be a lot of assumptions upfront, which is why we say your target pool should be large enough upfront to kind of test some of these assumptions that you have. Yeah. Yep. Okay. So you could select the type of titles that you wanna reach out to. You can select industries on LinkedIn, you can select company sizes. So you want to distill your target pool down with certain parameters. And we always say have a minimum of at least 20,000 prospects in your initial list. Yeah. Or target pool. Now what I'm gonna do with this list, so say for example, I am a marketing agency and I've distilled it down to, I want to reach out to CEOs and founders of 11 to 200 company sizes. Right? The employee count. Mm-Hmm. <affirmative> in the industries of manufacturing and retail. And I want to target active audiences, meaning on LinkedIn. I'm simply gonna put post it on LinkedIn in the last 30 days because that's gonna give me a very active search. That is my target pool. And potentially it comes out to maybe 20 to 50,000 prospects. Okay. So that's step one. I've identified the list of people that I want to reach out to.

Tim (12:10):

Just right there. If y'all didn't catch it, Cindy, you actually just gave some real secret sauce on how to get just a really solid search. Yes. Right there. Yes. So if you didn't catch that, you didn't take notes on that. Rewind just a little bit right now and take notes on what she just said there. Because that's actually very actionable steps that a lot of people miss on how to do the, a couple little tweaks that people can make there. And even just that active search, active in, in 30 days, that alone will make a massive difference. Yes. When you're doing outreach.

Cindy (12:42):

Yes, absolutely. And we're going into the details here, ladies and gents, because we wanna give you very actionable Yep. Strategy. So for sure listen in on the details, 'cause we're going deep with these. So you have your target pool. If, if for example, I am a coach, here's another example. Maybe I wanna reach out to c-suite execs, right? I wanna reach out to executives on LinkedIn. I can put the titles as, as say, CEOs, vice president, president. I can select the industries that I wanna target. Maybe I wanna do financial services and banking. Okay? Then I wanna do the location. Maybe I wanna do US and Canada post it on LinkedIn in the last 30 days. So the way I'm painting the picture for you ladies and gents, is how to start to really put together a target pool or target search of people that would potentially be your ideal clients. Okay? Understand that about 80% of them should be a potential fit. If you are looking through the pages on LinkedIn, you're seeing, ah, these are probably not my best ideals. You can start to refine a little bit more upfront. But just make sure that you understand there's a lot of assumptions that you're making initially. And as you start to actually message these people, that's where you're going to test your assumptions to see what do they actually resonate with. Is this my ideal client? Is it not? So there's a lot of testing that happens upfront.

Tim (13:53):

The target pool, I think a, an advanced thing that we're gonna give people here, and we've never shared this anywhere outside, but if you're doing outreach LinkedIn and you're doing outreach email, if you target the same audience on email with an active, you're gonna find that that active in 30 is actually gonna give you really high quality, high responsive emails too.

Cindy (14:16):

Yes. Absolutely.

Tim (14:17):

And so what we're talking about here for LinkedIn, when you get something working really well on LinkedIn, duplicating that with a cold email outreach yes. Is incredibly easy. And you're gonna get, you're gonna attract different people in LinkedIn than you're gonna attract in email. So we always start with LinkedIn if possible because mm-hmm <affirmative>, we can get results a little bit quicker, but once we get something working on LinkedIn, we can literally duplicate the exact same thing with a few tweaks Mm-Hmm. <Affirmative> and get it to perform on email really quick.

Cindy (14:49):

Yes, absolutely. A hundred percent. And it's, it's interesting. They're very similar channels, but different. But as you mentioned, what works on LinkedIn, 95% of the time works really well on email as you mentioned with the few small tweaks. So again, there's a lot of testing that happens upfront. And this is not a get rich quick Yeah. Strategy that we're sharing with you all. We're, we're sharing how do you scale your lead flow in a way that is reliable, predictable, and allows you to have that consistency. So yes, it is gonna be work upfront, but through testing and through actually going through the process that we're sharing, you are for sure gonna get results. So I wanna qualify that. And that takes us into step two of generating leads through direct outreach, which is messaging. Hmm. Okay. And a lot of people get stuck on the messaging.

Cindy (15:33):

So I wanna give you a really simple framework that you can actually implement today, regardless of your offer, your industry, your ideal client. You can customize this formula that I'm about to give you in a way that fits. And of course you're gonna test, we always recommend Yeah. That you AB test. And what ab test simply means is test two different types of messaging to the same audience and see which one they resonate with the most. See which one gets you the most leads, the most booked calls, and then you can double down on the one that works the best.

Tim (16:07):

Yeah, I love that. I think the biggest thing as you're listening to this, a lot of people come to us with really bad assumptions about how good outreach works. Yeah. And the first bad assumption, and you've really gotta check yourself on this, is to never think, how would I respond to a message? Mm-Hmm. <affirmative> ever. Because the moment you are creating messages to get a response, you are going to analyze that much different than somebody that gets this message and they're not even thinking about it. Mm-Hmm. <affirmative>. So do not think about messaging of how would I respond to a message? You gotta look at this differently. 'cause I promise you, if you start looking at it that way, you're gonna create this. Well, I want a very conversational and very approachable, and the data shows that the conversational stuff does not work because a busy high value owner prospect, CEO, who, whoever your client is, they've got a lot going on.

Tim (17:03):

And unless you speak quickly and directly to the problem that they are dealing with Mm-Hmm. <Affirmative> that they are dealing with it and how your solution can solve it, you're not gonna cut through the noise. Absolutely. And I think ly think the biggest mistake, people come in like, well, I would never to respond to a, to a salesy message like that. Or, and, and it works. And the data shows over and over and over again. So what we're about to share here and go through here, I just want you to be very open-minded that the data shows having done over a hundred million reach outs over the last six years. Yeah. We collect data on everything and the data shows being very direct works every time. So just if, if you start hearing anything like, well, I would never respond in a message like that.

Tim (17:42):

That's a very common thing that we hear from people that are not experienced marketers. They're not experienced with lead generation. And anytime that somebody has held their ground on 'em I and on not changing their mind on this, they never get results. The reason why I'm over emphasizing this here is 'cause I want you to get results. If you're listening to this, you're hungry to grow your business. And I just don't want you to miss this next part or check out this next part because it is going to work really, really well. If you follow the strategy that we've built.

Cindy (18:12):

Hey there, make sure that you are staying on top of your game by following the show. Hit that subscribe button for the takeover with Tim and Cindy, wherever you are listening, let's get winning together. Other Yes. So good. So here's the formula that you can use for really good messaging. For direct outreach. You start with a pain point question. You then relate it to what else is happening in the market. You then position an outcome, what you're gonna help the client achieve with a success story. And you end with a call to action. So here's it in an example. Say for example, I am a marketing agency that helps real estate agents get leads. I'm gonna start with the pain question. Are you seeing a decrease in the number of leads reaching out for your service? If I'm a real estate agent that's facing that, that's gonna resonate with me because it's a pain point, it's a problem.

Cindy (19:05):

Second, I'm gonna relate it, relate it to what else is happening in the markets or other people that are facing the same thing. So I could say other real estate agents in your space are getting tumbled by the ever evolving changes of social media algorithms and search engines. So now what I've done is I've listed the pain point, I've related it to something that's happening in the market to show this person, Hey, you are not alone. Other people are facing this issue as well. Then I'm gonna go into the outcome, the ideal outcome that they want. And I'm gonna add in either a success story or a way that I can help them achieve that outcome. So it could be maybe it's real life example. Maybe it's results that I've helped my clients achieve. So it could read something like, we recently helped a real estate agent in your space wake up to a calendar filled with three to five prospects daily for the last month.

Cindy (20:00):

So they never have to worry about where their next lead is coming from. So I painted the outcome with a success story or with a way that I can help them. Then I'm gonna end with a call to action. If you're open to seeing what this looks like, happy to carve out some time to show you what day and time works best. So again, that formula is the pain point question. You're gonna relate it to what is happening in the industry right now. You're gonna offer them the ideal outcome that this prospect wants and add in a success story or a testimonial if you can in that space. Metrics. If you can qualify as much as possible, that's great. And then end with a call to action. If you use this formula, ladies and gents, it is going to 10 x the results that you get from your direct outreach period.

Cindy (20:44):

Yeah. 'cause The majority of messages that are out there are, Hey, I do social media, search engine optimization websites. I do all these lovely things. Do you need any of them or do you wanna get on a call to discuss, or, it's a lot of networking type of messages out there. But if you can cut through the noise with a message that focuses on the pain, it shows in clearly how you can help them get to their ideal outcome. Yes. With a very clear call to action to get on a call. You are for sure going to get people saying yes to your outreach messages. I

Tim (21:12):

Wanna hear your thoughts and some mistakes that people make. I think one of the big mistakes that people make, and if they take this exact formula, a potential mistake that they're gonna make is they're gonna make the copy or the writing the messaging, they're gonna make it too long. Mm. Or they're gonna bunch it up into one big paragraph. And so I'd love to hear your thoughts on other mistakes people make, but I think what's really important here is less is more. Yes. The great sales and marketing is all about being able to get to the problem with just a few words. Right. Talk about the market with just a few words. It's like every single word should have a purpose. Mm-Hmm. <affirmative>. And every single word should get the person to wanna read the next word in every sentence. The next sentence. How can you do this formula? Like if you literally just come back and transcribe exactly what Cindy said, it should be about that link.

Cindy (22:02):

Yes. It's really short, very punchy to the point. Absolutely.

Tim (22:06):

In, in formatted. Almost like you would see like a I'm not on Twitter, Twitter recently. I know like there's a bunch of different things, but I just remember I always told people like, you've gotta see this like a Twitter feed. Like it's gotta be just line by line. Scannable. Mm-Hmm. <Affirmative>. And when we do copy, if somebody skims your message, which most people will, you want them to, to be able to get the point of each line. Mm-Hmm. <affirmative>. And so you almost do like a line, line, line line because you want the people that read it in depth and the skimmers, I'm a skimmer. If I see something, I skim it. You wanna be able to have it so simple and so formatted that even a skimmer will will get the, the pain, the industry, the outcome, and the call to action in a moment's notice. So that's a really big thing that I see people make a mistake on. What are some other common mistakes that you see with messaging? Cindy? Yeah,

Cindy (22:53):

It's like the same, the same things that you mentioned. It's writing too much. Not focusing on a pain point or even a, a big outcome. Focusing too much on themselves and how awesome their product, their service, their businesses are not on. How can you help the person reading the message.

Tim (23:09):

Like, we, we do this, we do this, I've been this. And really focus on like yourself versus the prospect.

Cindy (23:15):

Yes. Hmm. Those are some common mistakes, but if you just follow that framework that we mentioned, and of course there's hundreds of other frameworks that you work really well in direct messaging. We wanna keep it really simple for you all. If you follow those four step framework that we laid out, your messaging is gonna produce and it's gonna produce every time. Wow.

Tim (23:33):

What would you say to the person? I just keep thinking about, you know, we've worked with so many clients, I just, I know what, what some people are gonna be thinking. What would you say to the person that's like, oh, this is awesome. I'm gonna take like 70% of the idea idea, but I also want to do this other thing here. I'm kind of take little bits and pieces from that and then do my own thing as well here. What would you say to the person that was, would be like, okay, well I like that kind of sort of, but I wanna do this thing to it. I wanna, I don't wanna do the direct call to action. I wanna make it more networky or I don't wanna focus on the outcome that's too selly. What would you say to somebody that wants to take one of the components out and do it a little bit more relationally or you know, a little bit more networky?

Cindy (24:09):

Yeah. I would say this in the first episode, and you go back to listen to this, we spoke about the 90 10 rule. 90% of it is the process, 10% of it is how you customize. So you should follow those two at, that's the 90% of the framework and the outcome. And specifically what you are customizing is the nuances of every step to make it relatable to your ideal client. Right? Love that. And this framework is based on, I mean, millions of data points that we have put out millions of outreach messages and we know what works. So I would follow a proven step, follow a proven process, and then make tweaks and adjustments based on data and based on feedback and not on how you feel. Because that's ultimately where people make the most mistakes in marketing campaigns, right? As you mentioned in the beginning, we

Tim (24:54):

See all the

Cindy (24:54):

Time we want to create messaging and do marketing campaigns based on how we feel. But how we should approach it is based on the data and based on what the market is saying and what we know works based on proven data points. I love this. So I mean, you could kind of take it, but you're probably not gonna see the results that are possible versus if you just follow it to a T. And I know the people that are listening to this, they wanna dominate, they wanna work. Yeah. So following a proven process as the way to go.

Tim (25:18):

I love that. So the episode one of this five part series 90 10 rule, that framework is the 90. Yes. Don't mess with that. The 10% is insert your customer's problem. Mm-Hmm. <affirmative> and your outcome and your testimony and your solution.

Cindy (25:32):

Yes. Exactly. Exactly.

Tim (25:34):

I love that. I love that. So the very first step in this process is getting your target pool or, or pools, because we have some assumptions and we're gonna really refine this over time. Step two is creating a messaging that's that's short, it's potent, it's focused on a problem that we solve, an outcome we can produce. And based on some results we've actually gotten for other clients, where do we go from here? How do we scale this? How do we make this something that we can replicate and ultimately not be relying on us to get the nitty gritty on?

Cindy (26:02):

So step three is creating a repeatable process that will allow you to generate leads week over week and month over month. Right. You could only scale as much as you have the systems and the processes to scale. Okay. So with this, you have the target pool, you have the messaging. As you start to put this out, you start to send the messages to this target pool. Maybe it's through LinkedIn or you are emailing them this message. You're gonna start to get data, you're gonna start to get leads, booked calls. You wanna start to track that. And you wanna put it into a process or a system that can be repeated. Because ultimately if you have your data points and you have this system where, you know, I reach out to a hundred people, I send 90% of them this message, I get five leads and say it's three booked calls.

Cindy (26:47):

You know that if you reach out to another a hundred people, you're gonna get those same metrics. Another a hundred people. Same metrics. I love that. So it starts to become a process that you can repeat. Okay. And with this repeatable process, it allows you to ultimately scale your lead flow. Right? During months when, say it's December and people are busy, you still have that reliability and predictability on how to scale. Yeah. So you need to create a process for yourself and for your team that you can reliably reach out to a hundred people to get three booked calls or however the math makes sense for you as you start to do the testing. And at first it might be you doing the reach outs, you know? Yeah. At first you might implement some software that's going to send out the messages and you're gonna respond.

Cindy (27:27):

But ultimately we want to create a system that we can have somebody take over it. Maybe it's a virtual assistant or somebody on your team that can do the reach outs to then book the calls on the sales team's calendar. So you have to have a repeatable process and you have to execute on this process consistently. 'cause We'll see some people do it for a month or two, they're getting results, they're getting leads, and then they stop. And of course, what's gonna happen with your lead flow, it's going to be up and down. So how do you create a system that you can reliably reach out to say it's 10,000 people every month, month over month, and get the same outcome? Because that's how you actually have consistency and reliability in your lead flow.

Tim (28:08):

So that's like systems, software, people, processes, SOPs, getting people that can execute on this for you. When somebody super in the weeds here, but somebody responds to that message you're sending out. So maybe you have a software that automates the outreach. Initially when somebody responds, you're gonna have a a, a person res, you know, do the back and forth. If they say, can I get some more info? We want to have that message pre-created. That's a system. Somebody says, no thanks <laugh>. We actually have really good responses to that. If somebody says, Hey, I'm already using somebody else, or let's do a meeting, or whatever the different conversation trees as we'd call it. Mm-Hmm. <affirmative>, whatever branch logic happens there. You wanna literally have an SOP laid out a document that says, here's how to respond to all these processes. So you can now go out and hire a setter.

Tim (28:55):

Mm-Hmm. <affirmative>, which we do for a lot of clients. We build the system out, we hire setters for 'em. That person can get the same outcomes as long as they follow the process, the process. So now it's just a matter of if your process is so dialed in, now you just hire, train somebody and you keep them accountable. And our, our internal processes are so dialed in. If we see results dip, all we have to do is dive in to see was somebody truly following the SOP and nine times outta 10, it, the person actually was skipping some stuff on the SOP on the process.

Cindy (29:25):

Yes. Yes. Absolutely. So SOP standard operating procedure for those that don't know, essentially just a document that lays out the entire process that somebody would go through and whether it's in a certain role or for certain process, but absolutely. Essentially you want to have a repeatable system and a process that's gonna take some refinements upfront. Yeah. Right. You are gonna be the one that's learning the process. You're gonna be the one that's creating the messaging, potentially creating like the, if somebody says more information, what do we say? But it's gonna get to a point where, you know, when somebody says more info, this is what we send them and this gets us the booked call, you're gonna create a system and a process that is scalable. Yeah. So ultimately you can only scale when there is a process in place. If it was me and I was starting from scratch, I would tell somebody on my team to reach out to 10,000, 50,000, a hundred thousand people every month. And I would refine the system and the process, then I'd know next month I'm gonna do the same thing. Or how can we reach out to more people. Right. Because that's ultimately gonna allow you to have consistent lead flow month over month, which is the goal.

Tim (30:24):

This is really, really good. This is really fire. We now, we do have resources on the more nitty gritty of, of how to do the, the campaigns, the outreaches. But I want you to see the information you're getting here is incredibly valuable. These are things that we've really dialed in over the years. Really good. So now we have the right pool, we have solid messaging that will cut through the noise and that framework you gave will work. Yes. If you're 90 10, it 90% follow the process, 10% tweaking it for your business, it absolutely will work. And now we are talking about having the right processes in place. I said SOP <laugh>, I didn't know what SOP was, you know, not that long ago too. So standard operating procedure, which is a, you know, a Google doc that you say step one is step two is step three, is step four is.

Tim (31:10):

So the process is to get a, a job done. And now we have a, a whole asset in our business of now we have a lead generation process that can magnetize, lead to us, can create consistency, we can turn it up, we can turn it down. And this is what's allowed us at least the last three years, every December has been our best month because we have so much input output. We know how to keep growing. And, and our industry's not like, well, yeah, that's probably your industry. My industry, our industry shuts down. Yes. Like our prospects say, wait till the new year. They, they start saying that in November. Mm-Hmm. <affirmative>. And so our industry shuts down, but we've been able to have our biggest months for the last three years straight in December because we have such predictable processes to generate leads and clients.

Cindy (31:56):

Yes. So good. And as we're talking about, the whole goal of this series is to help you scale your business to the point where you can remove yourself. And very often I see business owners when it comes to the leads, they're focused so much on getting referrals. Yeah. And trust me, we're gonna talk about referrals in part three of our formula where we talk about adding lifetime value, infinite referral system. We're not talking about referrals upfront. Yeah. We're talking about how to go out into the markets, your entire pool of potential prospects, how to magnetize them to your business. People that don't yet know you, they don't yet know about your product or service. They don't yet know that you exist. How to magnetize those people into your business. Because if you can go out into the market and get leads, that is how you create not only a reliable, a sustainable, but a scalable business that can run and grow without you ultimately. So I wanna hyper emphasize that this is going out into the market and getting people interested in your product or service, not waiting for somebody to refer new business to you. Yes. Which we'll talk about, we promise, but this is not step one. Yeah.

Tim (33:04):

A hundred percent. And, and that is a very predictable process. Mm-Hmm. <affirmative>, when you talk about the infinite referral, when you have front end clients coming in, the infinite referral process is very systematized. It's not relying on people to send things your way. Yes. It's not relying on the market or, or like my, I hope I get a referral somewhere from some, something. It's a very proven process. But I love what you, you said there. It's, that's not step one. A lot of times that's where people start though. And so that's why I'm, I'm really thankful that we're bringing clarity to this. 'cause I think it's gonna save, there's people listening right now. They're gonna look back on this series and they're gonna say, that literally saved me three years. Mm-Hmm. <affirmative> or another way to look at it's that, that advanced my company growth by three years. It's so good. And by not having to, to learn these things along the way, but getting the right foundation from the get go. 'cause I know for us, having these pieces would've propelled us insanely fast.

Cindy (33:57):

Yep. Absolutely.

Tim (33:58):

Well, again, this is part two in a five part series on how to grow and scale a business that can, that could run and grow without you. And you could literally sell this thing. Whether you ever wanna sell your business or not, that's different story. But imagine having a business that runs so well that somebody else would buy it from you because it doesn't need you to run and grow. And so this is part two. This is how to generate leads. Make sure as we release part three, four, and five, make sure to stay tuned. If you're listening on audio, make sure to click that subscribe button so you get a notification the moment that next one comes out. Again, this is Tim and Cindy with the takeover. And remember, domination is not a destination, it is a way of life. Stay winning.