4 Magic Levers to Double Your Sales WITHOUT More Leads

More leads is not the answer. You want more sales, you want more leads. I don't care if you're a storm company or retail company. It's how we think. And for many of us, we're looking for the best marketing channel. What's going to perform better? Ppc. Should I hire that agency that said, hey, can you, can you handle 16 more set appointments this week? No. In this video, I'm going to show you how to double your sales, actually more than double, by pulling these four levers, literally, like a magician, so you can double the sales with the leads you already have and then you can just double your budget and then make a lot more money. Hey, if you're new here, welcome. If you're not, welcome back. Adam Bensman here. And everything I do here on my channel is designed to help you and your team outsell, outgrow, and out compete the rest so we can stomp the scum out. Hey, I'm the founder of a application only membership group. It's called the Roofing and Solar Reform Alliance. Inside, someone just had a post. Their retail company said, hey, you know, I need to get more leads. And I got a little flavor of the post and thought, you know what? More leads isn't the answer because there's ways we can optimize it. And that's what I'm going to share with you right now. So what I want you to do is watch this video all the way through because you're about to watch me break down four key metrics of what you can begin tracking and literally pull these levers and double your sales. Let's begin. Let's make some assumptions, shall we? Assumption number one is that this is on 100 leads. Okay, got 100 leads coming into the office. First thing we need to do is understand these four metrics. I'm going to go through them one by one. First is our set rate. What is our set rate? Our set rate is the number of people that we talk to that we actually convert into an appointment. For the numbers that I'll be using as an example, I'm going to be assuming these are inbound leads, okay? Phone call in leads or maybe people fill out a form on your website. However, if you're out knocking doors or you're running a canvassing division, the set rate is how many people do I talk to that I actually convert into an inspection. Let's assume for this that your set rate. By the way, what is your set rate? Ah, that's right. Because if you're like many Roofing companies. You have no idea, which is why we need to track this. So let's assume it's 70%. Okay? What that means is we will get 70 actual appointments from the 100 leads. Next on the list is our close rate. I want to ask you, what is your close rate? Go on, what is it? I'm hoping you know it. If you're not, you're not alone. A lot of people don't. But it's one thing that you should track, and in my opinion, you must track if you're spending money on marketing. Now, I'm going to use a close rate that's relatively low because there's a lot of folks I talk to who just, you know, this is the real world. They're not out bragging on Facebook about stuff. They're not an outlier. Before they have the right systems in place, they're closing about 25%. Okay, 25% close rate means that you're going to end up getting 17 and a half sales. Now, next number we need to look at is the average sale price. For this conversation, I'm going to use $20,000. What's yours, by the way? If you don't know it, you should divide the total gross revenue divided by the number of customers you have. By the way, if you have like an outlier, that's like a half million dollar project, the only one you did. Toss it out, you'll get your average. There it is, 20,000 bucks. So I can do the math, and what this means is I earn, earned $350,000, which, by the way, is the 20,000 in sales times the 17 and a half sales, which means $350,000. Now, the next thing that I need to take a look at is my customer acquisition cost, or CAC for short. That means from my ad spend, which my ad spend here was 8,750 bucks. That's what produced the hundred leads. Okay? Now from there, by the way, that number might be low for some, could be high for others, but it's the number I'm going to use for this example, which means our customer acquisition cost was 500 bucks. So for every $500 I spend, I earn a customer. Now, I know these four levers. So if you're the person that says, I want more leads, more leads, more leads, I'm going to tell you that you have a gaping, hemorrhaging hole that's losing money in your business. What we want to do first again is act like the magician and pull these levers and I'm going to walk you through how we can do it. I'm going to use realistic numbers of what you can achieve. These aren't crazy numbers, although there are folks in RSRA that have some. But let's begin. First is our set rate. We're going to increase that to 85%. By the way. That number could go even higher. But how are we going to do that? We're going to do that by auditing the calls that come into our office. I played secret shopper by calling some of the members of rsra and I did coaching for the group in there. I called like 15 companies. I recorded them, provided detailed feedback and armed the team with my inbound leads. It's called the phone sales strategy, which is so scripting for the office staff, how to qualify the lead, handle the lead, get the appointment set, and then set the table so the salesperson coming in behind it can absolutely crush it. So now that they have that right process, they've been trained, you've been auditing those calls. We increase that set rate from 70% to 85%. And just like that, like Magic, we have 15 more appointments. So now we have 85. Next is our close rate. We have folks that again, weren't monitoring this. They're not working with their team. They're not doing role play. They're not doing continual training. We move the close rate up. For this conversation, we're going to use a very realistic, very attainable 40%. Now that 40% means you're getting 34 sales instead of 17.5%. Don't worry. But wait, there's more. Okay. Now there are a couple of members inside our SRA, one of which his company is closing at over 70%. And yes, that is retail. In fact, I have a testimonial for him that he has a green as grass newbie closing at 71%. And after the course of the year, he inch it up to a whopping 76%. We have another organization that was out at our event last year. Company wide is at 55%. We have another organization that was right at about 40%. Here's the cool part. They're 40%, but they had not one, not two, but three price increases. They're the most expensive in their market, selling retail. And their closing rate went up a couple of percent. Wild. With the right training system, it can happen again. I'm using 40 because it's realistic. You've seen it. People can achieve higher. So we have 34% then our average sale. Let's say it's $20,000. For today's conversation, I want to ask you, what upgrades are you offering? Is it standard? Is everybody doing it? Chances are for many they're saying, no, I don't, we have it. What do I offer? Well, standard upgrade packages that are offered to everybody. Now I talked with Ryan Schontz, one of the co founders of Sumoquote, and he had more data than I could ever collect. And he told me that with all the people sumo quote that were just offering upgrades. So like, here's the price and literally it was like, check the box. Do you want this package? This package? This package. As a result, the companies with an upgrade offer increase sales by 10% on an average transaction. So that 20,000 turns into 22,000. Again, a very simple thing. By just creating a system to say, hey, we are going to either do a good, better best, we're going to offer upgrades and in doing so and having these pre prepared packages that are offered to everybody, you get people that say y. As a result, we end up selling $748,000 versus 350 from the same $8,750, which means your customer acquisition cost dropped to $257. Now I want to ask you this, which one of these is a cash machine you'd rather play? The one where you put in 8,750 and it costs you 500 bucks to earn a customer and you make 350,000 or would you rather spend 87.50 and make 748,000 with a cost of 257? I don't know about you, but this cash machine right here, this is the one that I would double down on. And this, my friend, is why I say that more leads is not the answer. What we want to do first is optimize our systems with detailed training, pulling these four levers like a magician. And it's not hard work, it's just strategic work. This is how you can double sales without even more leads. Now hang with me. Just because our time here is about to wrap doesn't mean you're in my time has to. If you're an owner of a company that is eager to scale your business and you're tired of going at it alone, and you want to work through strategic business growth decisions alongside like minded owners who are peeling back the curtains on how they do business, then click the button to learn more or apply to join the Roofing and Solar Reform alliance. And hang with me here because I have more videos just like this. To help you grow your roofing company the right way in the playlist right after this video. Thanks for joining me. We'll see you soon.