Youtube link: https://youtu.be/gnRgDl98sFo?si=eCcOZ5XXW3OjEWlb

Guest: Brad Martineau from Sixth Divisio

  • he put the context
  • What do we have happening here? What does success look like?
    • Some people take principle even though is outside of context
  • “Return document”
    • What is the return they want to have after you invest. The business is to serve YOU and your clients. Both sides need to be happy.
      • Time - how much u want to work, schedule
      • Energy - role in your business, do the things u want to do and the rest you.
      • Money - what is the floor that is acceptable.
        • Set a realistic # … have some data behind-it
        • Personal budget
          • Pre-spent… regular expenses plus realistic vacations.
  • “I do not want to be quoting custom projects for the rest of my life”
  • He went to an event and decided to have three options
    • 2-day makeover
    • Monthly subscription (did not work)
    • $100 membership (did not work)
  • We need to be the ones in control (the system needs to work for you first!)
    • Structure lets you get more done in less time
    • Preparation
  • Example of the logo guy that impressed Bret and inspired him on his new system
    • During the meeting, the guy was just walking through the questions, nothing exciting, very routinal but it worked!
  • Brett’s way to fit his business - 2 day intensive
    • Client signs-up
    • Client has do do about three hours’ worth of training videos
      • Why? To prep the client
        • Think differently about the problem
        • Get familiar with their terminology
        • That way on the live call, they are aligned and on the same page
    • Strategy session/kickoff call happen
      • Have questions written out and tool designated where answers go in (Notion, Monday, etc)
    • Then get off the shelve and customize the 20% because the previous answer to the questions tells them what the client needs and does not need
    • A two day thing and at certain time, deal is done and close… no lingering
  • Bret will argue that is not productive but systematize because there is a system and structure. You have clear steps, grab something of the shelve, customize, and done
    • Is like running through a checklist, you know what is going to happen next
  • If there is friction with the customer at any point in time, they probably did not prep them in that area enough. Have to go back and fix.
  • To replicate across tam
    • Have questions written down
    • Do videos on the process
    • And then can hire others to take over and replicate

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Reocurring Revenue Programs ( you explain how it works and they agree)

  • He did not get rid of what he had built he just integrated and structured it
  • He told the client when each thing was done (he had the control)
  • He schedules them for two days in advance for the next 6 months or so
    • Consistency in place
  • Example of the web designer
    • Client buys full or 1/2
    • For the 1/2, they meet in the morning and in the evening she works on between 6 to 10pm. Delivers and is done.
  • Example of the landing page guy
    • Landing page in a day - Greg bought that
    • Had the pre-kickoff call
    • Then he had to be available between a certain block of hours to jump on zoom calls to ensure guy was on right direction
  • Recap
    • Prep client with videos or whatever
    • Buy 2 day package - they need to be available in those two days
      • If nothing or not as much gets accomplished, it is your fault, no refunds
      • You would have probably gotten less completed
    • Does not have to be 2-days back to back but you set boundaries basically!
      • “You need to operate within this time frame or you won’t get as much done, period”
  • The sprint happens at the beginning to provide value
  • NEW program remodel
    • Now the 2-day program is a day
      • Bret and his team are committed to the client in a day
    • The program is now called “the accelerator”
      • During sales, explain you can but the accelerator program
        • To start you have a 1-day intensive session (craft a plan)
        • Then transitions to 6 or 12 month package to implement (implementation/execution phase)
          • You need 6 months to really have this integrated and adopted into your business
          • You can discuss and tell them “this is what we should cover in the next months, each session” *an estimate
        • If they want to cancel, have to give them advance notice so that the next bill is the last bill and the Bret team has enough time to wrap-things up.
  • Bret’s suggestion on website pages
    • Homepage
    • “Who we help” page
      • Have some testimonials
    • “How we help” page
      • Programs/Services page
    • About us (optional)
  • What happens when they get questions outside the scope project
    • Just set office hours once a month and answer free of charge
    • Or could have a place where they can place the questions (like a FB group)
      • and then you can answer them in a specific day all of those questions via recorded video like loom and post it back

The Four Things

  • Systematize like you are running through a checklist
    • Create and record the training
      • You also have it written down
  • Consistent frequency over a certain period of time
    • Have a call once a week or once a month [whatever is the frequency]

[If you do it well, people will love the experience as they go through the program]

  • Then repurpose what you built to create a “group coaching program”
    • what is included?
      • the videos aka the course
      • office hours (recurring) and a “fb” group…I think for me it would be more a slack channel or something
      • maybe can include like [5 months of office hours and then have to buy more?]
  • The Membership
    • and the ones from the accelerator can downgrade to “office hours and FB group for questions and charge a few dollars a month

*look into basecamp guys that used to be called 37th signal that talk about this

  • selling your bi-product like when the wood people notice they could sell the dust

If you are starting a new business

  • Pick one group and repel everyone else
  • Have one inbound channel
    • He was talking at events
      • Let him to lead capture
  • Email follow-up campaigns
  • Retargeting via ads

*That familiarity leads people to convert eventually

Other notes

  • He does not think you grow or scale businesses but you scale product lines (you grow the product line)
  • You branch out into a new product line AFTER the first one becomes stable

Another recap

  • Be very clear what you want for yourself.. what you are trying to create for yourself
    • Time, energy, money [remember]
  • Systematize your services by creating a course that outlines the work that is going to be done
    • And that eventually can be replicated by your team
    • And that you can also give to your clients (not the whole thing but like the pre-kickoff material)
  • All support material for clients put it in one single channel (medium)
  • Have a program.. sprint and then a healthy jog

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$2,250 a month

The NEW NEW model

  • The accelerator
    • $3k to $4k paid for this part
      • Clients does the video training
      • he has a kickoff with client to understand the situation (that would be the form or assessment for poquillo)
      • then they have the actually day with them for full implementation
  • Then they transition to the monthly cadence “the agency”; on the next month on the 15th, the monthly payments kick in which are $2k a month for the monthly syncs for 6 or 12 months.
    • they can cancel at anytime and it will take effect AFTER the next upcoming payment to make sure have time to wrap up
  • The accelerators start in specific dates before prospects come in
  • If they have a big project where they need a big project or wants to go faster, they buy another accelerator
  • He calls it the “lab” program where you just buy the office hours and access to channel with questions and answers
  • The agency program is the one where you have the monthly cadence and if you are in that “the lab” program is already included as part of the package
    • 1:1 consulting and implementation
  • The academy is the online course that comes with 30 or 60 days access to “the lab” program and after that time they can roll into “the lab” subscription
    • “The academy” program is used as the training prior to starting “the accelerator” program

**important: have to understand how much clients can each coach handle, in my case, how many clients can I handle a month

  • if you can pause sales from time to time to review things, they he does not want to be part of your business
    • basically being able to forecast revenue for the future and have the knowing that is stable
    • he makes sure that operational expenses, salaries, and commissions are covered and what is left as a profit. he works everything out ahead of time.
    • every time the business revenue from the accelerator dips down below a specific number they have (bc is recurring) they pause everything and go find out what is going and fix that