Stop Relying on Referrals to Build Your MSP

What's up, everybody? Happy Monday. Super stoked to be here. Just realized I took a nap before the webinar. I didn't put my watch back on, so I'm like, oh, shoot, where's my watch?

Oh, well, what time is it?

It's on the. It's on the sofa in the podcast room.

So anyway, across your forehead from napping.

Do I. Wait, really?

Just kidding.

Oh, God, yeah. Like, do you take naps daily?

Oh, yeah, daily, Daily.

I take literally a 20 minute nap at least once a day, sometimes twice a day. And it's just like my eyes were burning and I just, like, tired and I feel like a whole new man. But some people are like, they, they come out of their nap and they're like, I can't function. I am golden for the rest of the day now.

At least until four second.

That's an hour. That's an hour. That's an hour. We'll take another nap on the web. All right, guys, so we got a really great webcast for you today. Brand new content. Brand new. Well, mostly the same old CHR is what I'll tell you. But you get a brand new suite of stuff from Lindsay. This happens to also be kind of a specialty of mine. So I'm really excited about this. I told her I'm not reviewing any of your content going in. I want to hear this brand new, brand new fresh stuff. So I'm really, really excited about today's call. Lindsay, any housekeeping items from you before we get rolling?

Yeah. My advice is if you have not already sent this webinar to your team. So if you are MSP owner here with us, my advice is to bring in your team with you. So if you have a salesperson or you have a sales development rep or a BDR or even a dialer that is responsible for booking appointments for your business, I would go ahead and send them the link to join the webinar as well, or the Facebook link or wherever it is. I know that we're streaming in several different places this webinar. I've even invited our members from Leads Mastery, our mastermind in. I've invited our clients to come in and watch just because this is all new content and we are literally breaking down like these just, just golden nuggets to making consistent and effective lead generation through cold calls. So super, super valuable training. So be here, be here now. Close out your. All the things, get your team in, and let's just make the next, like 90 minutes, the most that we can.

Yeah. And you're going to get very minimal me today and a lot of Lindsay and a lot of really good content. I got a couple of little things I'm going to go over. First of all, I'm going to talk about this a little bit in my slides, but I just want to bring it up. If you have not actually registered for the webinar today, how you can register for our future webinars and for our live events. Like, we're going to be in Raleigh this week, Thursday. I know Lindsay's not going to be there, but it's going to be me and Ryan o' Hara talking about how to build a profitable stack. I'm going to teach you how to sell at 300 plus per seat. I'm gonna be in Raleigh, North Carolina this Thursday. You can register at 7Figuremspevents.com you can also register for our quarterly big live events. So we have 2, 2 to 3, 400 MSP, depending on the quarter that come to our live events. And we have our next one is May 7th, 8th and 9th in Indianapolis. I'm gonna have a slide for this as well. But you can hit seven figure MSP events, see it all. So it's got our live events, it's got our road shows, and it's got our webinars all live on that page. And you can just register. Here's one of the reasons you register for the webinar. You can win the prizes if you're just watching on the social link. Because we're streaming right now on the seven figure MSP Facebook page, the IT and MSP Business Owners Group, the Chris Weiser's Inner Circle Facebook group, the million plus business owners group, LinkedIn for seven figure MSP and then the seven figure MSP YouTube page. So we're streaming across literally like seven destinations right now and tons of cool stuff. Okay, so I'm going to share my screen. Lindsay, you're good on that, right? I'm going to share my screen. Yeah.

Good.

Okay, here we go. So a couple things for you guys today. First of all, my promise to you, my promise, Lindsay's promise. We're going to show you how to add. How to add at least 10 new qualified leads to your sales pipeline every single month. Now here's the factor. I talk about the MSP Easy button a lot. There's no such thing. That's kind of the point. Like, oh, hey, check out the MSP Easy button. Don't exist, bro. It's not a real thing. You have to do work. You can't just outsource these things. Set it and forget it. MSPs like set it and forget it. You can't do that. So we're going to teach you how to do a lot of stuff, but it's going to take a little bit of work and it's going to take a lot of process. It's going to take some procedure and some execution on your side. Also note my in parentheses without complicated funnels, expensive direct mail campaigns, or expensive ads. So this is going to take some systems, it's going to take some processes, but we're going to teach you a way to basically learn how to fish, not just hand you fish. And hand you fish is great, but you don't get very many fishes handed to you in the real world. That's the reality of it. Okay? So be mindful of that. Pay attention, take some notes. Like Lindsay said. Have your team with you if you want to come back and watch it on replay. We're going to offer the replay. It's being streamed all the platforms. If you're watching it outside of the live webinar, it's gonna, it stays where it's at. You can come back and watch it later. You can also, everybody's registered for the webinar. We're going to send you the replay link as well. Okay. So that's all there. Next, we're going to be sharing real skills, real strategy that our very own clients. You heard Lindsay mention brand new stuff. We're dropping it in front of our clients today too. So you guys get live, real content that we actually use. We're using that with our clients, with you guys to generate leads consistently in systems and processes. So get ready to take notes and take action coming out of it. The only thing better than perfect is done. I promise you that this works for you guys that are live on the webinar with us. That is the webinar streamyard webinar side. You had to register for this. You have to be in the live room with us. We got a lot of people here already. I can see them commenting.

I'll give you.

We're gonna be giving away multiple prizes today. One winner is going to get an Amazon 100Amazon gift card and another second winner. We're going to be doing this near the end. So you got to kind of, you know, kind of somewhere in there near the end, one. Another winner will get a 75Amazon gift card. So, so number one prize, 100 gift card, second prize, 75 gift card. If you're not in The States. I'll send you money on PayPal. Okay. This is Amazon, so it is not a big deal. Okay? And everyone in this web, everybody that's not only here on the webinar but also on the streaming. So everybody, we're gonna have hundreds at this point on that. Everybody's going to have an opportunity to win their own 50 gift card coming out that out of that as well. Okay. Last couple things I got before I do my content, please pay attention. That means no tickets, no client calls, no distractions. Take notes if you're serious. We have good content. This is real stuff. It's totally free. There's no expectations on anything here. We're streaming it across all these platforms. So pay attention and don't get distracted by specifically by this thing which you can sit here is like blowing up right now. I got phone on my phone non stop. Just happened. My phone is put away. You should do the same thing. Very important. Final couple things here. Here's our MSP tour schedule for this year coming up here. Oops. We got up through. I screwed that up. Up through Indianapolis. So we got March 21st, Raleigh, Boston. April 25th is in Bastin, Massachusetts.

Boston.

Aston, you were just in New York City, weren't you, Lindsay?

I was. I just got back from a NYC trip. It's probably my favorite city in the entire world.

Wow. It's aggressive. I thought you've been awesome. I thought you've been to Austin before, but apparently Austin. Definitely no Austin.

Definitely not Austin. Bottom of the list. Wow.

Also, our May through seventh live event. That is the fast track your way to MSP success event. We are in Indianapolis right before the Indy 500. We got the Dallara IndyCar factory. We got Casino Night. We got three full days, May 7th, 8th and 9th. Stoked about that. Would love to have you come. You can register right there on promo code. All kinds of cool stuff. So feel free to screenshot that or just come back in the replay and watch that later. One last thing, a little bit about our coaching team. You got obviously Lindsay Bedio is here. She is our head of marketing coaching. We have Cindy Phillips, our head of sales coaching. And we have Ryan o' Hara who's our head, head of member services. We have a great team that teaches you we focus on skills and strategies to teach you how to do this on your own. That's really the factor here. We're not just going to hand you stuff. It's great, trust me. I love getting handed stuff, but it doesn't really scale that well, and it surely doesn't last a long time through, through market changes and shifts and all this other stuff. So it's really cool. Okay, here's time for my content and I'm going to be brief and key on this. And even if you have people in the room that are non technical, this is important stuff and I want you to pay attention. I'm going to talk about theory and concept a little bit. We got a lot of people watching today that have never seen me live, never seen our content live. So please pay attention. First of all, things have changed. When I talk about things have changed, I want you to understand that not only is it the MSP market that has changed, the MSP as a, how it looks to you guys, how it looks to the clients, that's all changed. Yes. But more importantly, how we deliver services and how we should be delivering services as MSPs. I don't care if you're a one person shop working out of your car. I don't care if you're a 50 person shop working out of a big corporate office. You have to do things differently in March of 2024 than you had to even do them in February, January, all the way back. Here's the big factor. Think about this historically, think about your clients. Businesses are not prepared, they are not ready for what we're dealing with. We're seeing this actively right now. When I say they're not prepared, they're getting hacked. I sit there in, in big rooms. Lindsay, we were there at it Nation this fall. I said everybody in the room raised their hand, had everybody in the room raise their hand. I said, who in this room can prevent all hacks? All the hands go down. This is very indicative of what the industry is like now. That doesn't mean you're a bad MSP at all. But that means is that your clients do not understand the risk. So we know that we can't stop all the hacks. We know that we can't prevent all the hacks. We know that we can't use words like prevention and guaranteed uptime and all these things anymore. Because honestly, it's a little bit of a crapshoot. We can do our best and we can put a pattern of support and basically establish this pattern of behavior behind us, that we are doing everything we can and we're not negligent. We can control that, but we surely can't control end user dum dum. Clicking on a Link and sending $75,000 wire transfer, $200,000 wire transfers, half a Million dollar wire transfer. We can't control those things. And it's really important to understand, more important that you understand how your client thinks. Because in their head, they are still treating IT support like a bargain basement service. It's commoditized, the whole thing. How many of you have that small, medium, large package, that silver, gold, platinum? How many of them have that good, better, best mindset where you just let your client. Had a guy a couple weeks ago, Lindsay, I don't know if you even heard this story yet, but had a guy a couple weeks ago come into our interview room for, for consulting in the program and he was selling RMM at $5 a seat.

Wow, that's.

That's his offering is I sell RMM and then I just do break fix on top of that. That's his offering. And he's in the United States, in a large state in the United States. So that's the kind of stuff that, you know, that's probably a little extreme, but that's the kind of stuff that's out there and what you're facing. And the big problem with all of that, all those, that big thing, I understand it's a big deal out there, but other things to be con. Mindful of is your clients think in their heads that you're already doing everything they need for IT support and cyber security. They think you're handling this. If one of your clients gets hacked, think about what they're going to say, oh, Mark got my back, Chris got my back, Joe got my back. He's my IT guy. He's got it handled. Have you tried to prospect cold call down to people? Are you looking for IT services? That's usually what most people are saying, oh, I already have an IT guy. Yeah, but what about cyber security? They already got me handled. But do they really? I'm gonna say 98 times out of 100, they don't. And that's real. So here's a couple of tips that I'm going to give you guys that I want you to have top of mind. And we're going to get into marketing stuff with Lindsay here really quickly. You have to sell and lead with cyber security. This is really, really important. So as you walk into your prospect, as you walk into your existing client, you should be talking cyber security all day. It's the first thing you talk about. It's all you talk about. They don't care how big your stack is. They don't care how many tools are in your stack. They don't care how great your Stack is they don't care how big your VDRs are, they don't care about any of this, how big your clouds are, they don't care about any of this stuff. Things that MSP business owners need to start broadcasting and talking about is that the risk is real. And these are really critical things that you have to talk about. Remember that pattern of support that I was talking about? You have to lay that and you have to put that out in front of you. More importantly, probably behind you. So you could say, look, I understand you gotta act, but I tried. I talked to you about cyber security. I did a risk assessment, I presented it to you and you told me you were good. See, there's my negligence all laid out there. I'm not negligent. You are. Mr. Client. Can you sit there and point that finger at them? That's important, guys. So here's a couple things that you can do. If you want more, I'm open to talk. We'll have an opportunity for you to book a call here in a little bit. First of all, you heard me mention the good, better, best. The silver, gold, platinum, the minimal plan to all the way up. No more good, better, best, one plan, full stack. Why are we going full stack, only one word. Liability. You need to be able to say, I offered you the best and you declined it. I understand that we're servicing a lesser version with you, but I showed you what you need and I gave you a letter that stated that I offered this. So you are establishing that pattern of behavior and showing that you're not negligent. Really, really important. Because how will you, or more importantly your clients, when they have a breach and they try and file an insurance claim, refute a charge of gross negligence? Really important stuff, guys. Second piece of this, you have to every single scenario, meaning brand new prospect. Yes. Existing clients. Yes. You have to do a client discovery risk assessment across the board. Why a full risk assessment? Obviously and for the record, the network assessment that msps did forever was this. Gather data, pain points and tech issues.

Great.

Awesome. So that's thing one. But this is where most MSPs have stopped historically. Second, we need to discover pain. We need to discover emotional ties, things that are going to move the needle as we talk to the client or the prospect. Good example of this. Plain text browser passwords. If you show them their list of passwords, that moves the needle. Phishing results showing them that 75% of their staff clicked on the fish that moves the needle. No MFA on their bank account, that moves the needle. Things that they can talk about that we are talking about with them that are bringing it up and saying, you have massive risk here, here's what it is. What are you going to do about it? Third, you have to know their network better than the hackers. Now, this is a major challenge. Major, major, major challenge. Because it takes some work and it takes to do all these things really key. Fourth, you have to show the client what, what a hack will really do to them. How many of them think, how many of them actively say, oh, I'll just switch back to paper, we'll just stop doing that or we'll, we'll deal with it when it happens. Not gonna happen to us. We're too small for that. You have to show them what it's really going to do. Take some tabletop exercises, take some stuff to make this all happen. That's all real key stuff. Really, really key stuff. Okay. On top of that, I have a deliverable here for you guys. This is our seven figure MSP Run the play worksheet. I'm gonna kind of see this. Lindsay, I'm gonna mute you really quick. You have a ton of background noise, just so you know.

All right. Yep, meet me.

There she goes.

Here's the deal break here, by the way. So I have like a house full of children right now.

It's spring break. I know I can.

Spring break.

I can hear your children. Here's the deal. We have the Run the Play workshop handout for you guys. This is something you can download. This is a direct PDF. This is not just a registration link or anything like that. You can take that and look at it. Here's basically what it is. It's giving you a checklist on the things to do with your existing clients and how you get them. And here's a good example. That's step one. List all the accounts that have paid you in the last 12 months. Pick three accounts that'll say no to anything you suggest. Call them accounts and let them know you're running a CSRA Cyber Security Risk Assessment or Analysis, whatever you want to call it on the business. Schedule the finding meetings for four weeks later or even sooner than that if you want to start running scans. We use a product called Telev T, E L I V Y to run all these things, deliver the findings and get rolling on it. That's exactly what we do now in our coaching programs. We rip this way apart and give you all of the stuff, including all the coaching and all the process. But this is a way for you to do this on your own, if you choose to, and it's a really good way to get started. And number three, present your risk findings. Now, this is really key and probably the biggest part where MSPs really, really, really struggle. Do not talk tech. It doesn't matter what's in your stack, doesn't matter what tools you use. In fact, I'd say you actually probably hamstring yourself by putting the tools you're using into it. Highlight the pain points you find. Highlight those emotional ties and, and create emotion and need with them. Lead the client to a place where they're like, holy crap. So we're going to get hacked and we have to do something about it. And you're telling me if I don't put more stuff in, I'm going to be probably on my own against the insurance company? Yeah, that's what I'm telling you. They have to get it on their own. I call that the risk light bulb. And if you don't turn on the risk light bulb, you'll never create a need in them. They're never going to be like, holy crap. And you eliminate. Most companies come to me, most msps come to me and they're like, I can't sell for even a hundred dollars per seat in my market. You eliminate the price objection by highlighting those pain points, showing them the risk, showing them their needs across the board. And then they're like, I guess I have to have it, because, trust me, any client that you have, any client that you should be keeping. How about we say that any client that you should be keeping has the money for this. They just don't see it valuable enough. I'm gonna say that again. Any client that you should be keeping or working with or taking on risk to manage has the money to do this. If they realize how important it is. They make money for this stuff. They make money for insurance. What's the ROI and insurance? Hopefully nothing. What's the higher. What's the ROI on a great cyber security plan? Hopefully zero. Hopefully we never have to use it. It's the first time this industry has ever been able to say something like that. It's really, really key. Okay, I'm going to take some questions in the chat here. Lindsay, are you ready to roll? You're muted again still. Just so you know, I'm. I think I can.

I'm talking on mute. No big deal. Yeah, you go ahead and stop your share and I will start mine.

Yep, good to go. All right, I'm gonna hit the chat here. Let's let's see what we got here while we're doing this. Hey, Max Schlicht said he's in Madison, Wisconsin. What's up, Max? My parents live in o' Connor. Walk, man. So I'm not far from you. That's cool. I'm from Hartford. I went to Hartford High School. That's where I'm from natively. Sean just said, I think we're going to turn. We're going to Ottawa, right? Yep, we're going to Ottawa. That's on seven figure MSP events. Again, that's, that's that URL that we got there. And now we got somebody in Honolulu. That's really cool. So. Okay, Lindsay, we're ready to go. Whenever you're ready.

All righty. So I'm going to share my screen. We'll do it this way. 10 lead cyber security.

While you do that, I'm going to answer this question from David. What's the best opener for pitching this to a general business? So here's David, what I would say on this. Specifically, I would lead this I'd lead in with. Here's why you need a cyber security risk assessment. Lindsay, do you have the WINA on today's thing or.

No, I do not have that.

So we have a deliverable, which we do on a couple of our other webinars. In fact, on 7Figuremspevents.com you can see the replays on there. On our previous webinar that Lindsay and I did last month, in the month of February, we talked about why you need a cybersecurity risk assessment and offering that to clients. So going in and educating them with a presentation on why they need a cybersecurity risk assessment and then offer to sell it to them. 500 bucks. 1500 bucks, 2500 bucks. Here's my pricing concept around that. If it's a 10 user network, kind of my get out of bed number for, for a CSRA, a cybersecurity risk assessment is 1500 dollars flat rate, covers up to 10 employees and then 100 an employee above that. Super simple. And if you want to negotiate with them, that's fine. Just charge them something and don't give it away free. Don't, don't negotiate with yourself in your head about oh this is too expensive. Just if they're worth it to be a client, they can afford fifteen hundred dollars. Trust me. So that's where I would go and move from there. Okay, Lindsay, I'll let you go. Awesome. We are seeing your group of slides, not your slide show screen. Just so you know that I am.

Presenting from current slide. Let's move this over here. How about now?

Nope, that's weird. I think you're showing it in the bottom on the. You have to click on present and then choose Share screen and then window. Stream yard's a little wonky.

It is a little wonky.

And it.

I feel like it changes every time. All right. PowerPoint slideshow.

Yeah, that's it. Good to go.

Awesome. Okay, now let me see if I can pull up Stream yard so I can see you. Okay, cool. All right, well, thank you for passing the baton. How is everyone doing? I'm super stoked for today's presentation. This is all new content that Chris and I are presenting on. We have had dozens of webinars that we've hosted over the last two years, which by the way, four days ago was my two year anniversary with seven figure msp. So that's pretty cool.

Oh, I didn't even realize that.

I know, I know. So this is all new content and I. We're going to start out with just some basics of, okay, how do I prep for these cold calls, how do I get prepared for them? And then we're going to be moving into some very tangible, actionable things as well as a talk track as well. And I want us to remember the reason why we're here. So let's come back to the reason why we're here. The reason why you're here is to make sure that you have a consistent way to book appointments every single day, month. Okay. The biggest problem that I hear from our clients who are coming into seven figure MSP is they have built a business that is based on referrals. They've built a business that's based on when leads come to them, when someone sends them a lead, when they get a referral, when they, you know, it's all word of mouth and I think that's a great thing. However, that's not consistent and it's definitely not scalable. So towards the end of my presentation, uh, you, we're going to talk about scale and we're going to talk about the keys to scale. And what that means is how do I one, grow my business to seven figures a year? Okay, then how do I grow to multiple seven figures? How do I continue to scale where I'm eventually bringing in team, I'm eventually hiring people to help me sell, set appointments, do all these things and ultimately the goal is to exit, to sell, to retire. Right. So, and you can only do that through through implementing systems like this, okay? You cannot sell a business that's built on referrals. And if you do, it's going to be pennies in the dollar. Okay? So first things first, we have to make sure that we train our mind. I'm going to take you through five key points today. Number one, we're going to make sure that we train our mind. I don't know about you, but I know that I have to start and end my day by getting my mind right. Everything that we do starts here. So the words that you're saying to yourself, the thoughts that you're having, people, if you're telling yourself cold calls suck, I'm bad at this. No one wants to talk to me. I'm bothering people. People are mean, they're rude. They don't want to answer the phone call, they're going to hang up. Guess what? You're already subconsciously planting those things to. To happen to you. You are going to attract that. You're going to attract those behaviors, okay? So what we have to do is we have to train our mind. So I want you to screenshot this. I want you to screenshot and repeat this 10 times. I know it sounds a little crazy, it's going to sound a little woo here, but I promise you, this is going to make a huge change in your life. If you've ever read the book Think and grow Rich, you know that every single thing starts here. It starts right here. And it starts with the words, starts with your thoughts, and then your thoughts eventually turn into your behaviors. So I want you to tell yourself. And I actually had our graphic designer go through our slide deck today and add in some funny little gifs and funny little pictures and stuff. So I like our little meditating guy over here. But I want you to tell yourself, I'm the kind of person that wins. I am the kind of person that wins. I'm the kind of person that people listen to. I'm the kind of person that sticks to the plan. I'm the kind of person that attracts success everywhere I go, okay? So screenshot this, write this down, take a picture of your. Of the screen. And I want you to say this 10 times today before you go to bed tonight, say this over and over and over 10 times. This is the attitude that we have to go into our calls with, because I'm going to tell you right now, you will be told no. And that's a fact. Okay? And whenever you say these things and you start your day out right, and you have the right Attitude and the right mindset going in. You will also be told yes a lot. So you're going to get some no's, and we're going to get some yeses, all right? And that's just the name of the game. So I want you to start here by training your mind. Now, a couple of other things I recommend is getting. Getting some sunshine, not sitting down at your desk first thing in the morning, making sure that you have things in your day that put you in. In the right mindset to go out and make these calls to put the time on your calendar. Okay, so we're going to talk about that a little bit more here. Number two, I want you to make a plan. I'm a huge Fast and Furious fan, so I thought this was actually fitting. But you want to make a plan, and now I don't just mean, oh, give me a script to follow. I don't just mean, let me give me the perfect script. Give me a list. I mean, we have to make a plan for success. Now, what does this look like? This means that I want to batch time in my calendar every single morning and every single afternoon with what I call power hours. And this means, hey, I'm going to go in every single day and create a recurring call on my calendar. 60 minutes in the morning. 60, 60 minutes. Or a recurring time in my calendar. 60 minutes in the Morning, 60 minutes in the afternoon. This is my power hour. This is where I'm uninterrupted. I put my cell phone on silent. It's on do not disturb mode. I put my teams on do not disturb mode. I lock my office door, and I'm in there, and I am making calls. I'm powering through this. And then at the end of the 60 minutes, I'll get up, I'll go do what I need to do. I'll go take a walk, I'll do whatever else needs to happen. I'll check my teams, I'll respond to email, et cetera. But for those power hour, I am powering through and focusing on this one task and this one task only. Okay? Multitasking is a lie. There's no such thing as multitasking. There's no way we can actually do that. So we want to make sure that we're focusing on that one thing, which in this case is outbound calling during the 60 minute block. Okay?

Another thing that's really tough about this, and I totally understand this, guys, is the distraction factor. Like, we have this guy put it away. Like it's really important. To be able to focus and put this stuff away.

Yep, yep, Absolutely. So now before you make your calls, we want to get pumped up. So go ahead, let me know in the chat. If you had to choose a pump up song, what would your pump up song be? All right, so this can be. We were actually talking about this last week in Leads Mastery. Someone recommended Metallica. Someone said AC dc Someone said Cardi B.

Like, what would.

What would your pump up song be? To get your heart rate going, to get you excited to go and make calls. In fact, I do this before I do a webinar. Before I go live, before I go on stage. I'm doing something to get me into the right energy, into the right frequency to go out and then go radiate that energy to other people. It is a proven fact that whenever you make a phone call, whenever you enter into a webinar, whenever you go talk on a stage, whenever you enter into a room, a networking meeting, if I client's office, a first time appointment, a presentation, doesn't matter. Whenever you walk in. And your energy level. Let's say you walk in on an energy level. On a scale of 1 to 10, you come in at a level 6. Guess what? The people in that room will only meet you between like 50 to 60% of where you are. So guess what level they're going to be on a level three or four. Okay, so we got to pump it up. So I need you to come into these calls, like level 8, 9, 10. Then you're going to have people that are meeting you at 6, 7, 8. Okay. The higher our frequency, the higher the frequencies of those around us. So we got to get pumped up. Maybe you do some jump jumping jacks in your office. Maybe you could take a walk outside. Go get that sunshine, chug your. Chug your cup of coffee. Whatever it takes for you to get into the right mindset again, get your energy flowing. I love it. AC DC boys. Yes. These are so good. Lo Cool J. Love it. These are awesome.

I remember Fire Starter. That was. That was a hell of a. That wasn't that prodigy. I think that was prodigy, Chris. That's. I think that's who that was. That was, was. That's old school. Here's some Jeff Sherman. That's good.

That was actually Cindy's Walk Up.

Cindy's Walk up song. Yeah, that was funny in. In Phoenix. So Cindy's walkout song. Walk up song. So a couple good ones in there. So cool.

These are so good. Okay, so point here. Don't take yourself Too seriously. I think that there is a stigma or there's this belief that we've got to be sitting at our desk and buttoned up and we got to be super serious and, like, with a scowl on our face. And that is the complete opposite of what you need to be doing on these calls. You got to walk in, energy up, smile on your face. In fact, I recommend you stand up during your calls. Okay? Now that can be kind of difficult if you are making calls from your desktop. If you're using a call recording app and you're making calls from your desktop, that can be difficult. If you're using our Wise Track CRM, you can actually make calls from your cell phone using the app, the wisetrack app, and it will still record those calls for you. So, so therefore, you can stand up in your office, you can kind of be pacing, you can be walking while you're taking these calls, and people can feel that, all right? So don't take yourself too seriously, because people can sense it. It is so obvious. Whenever someone's taking themselves too seriously. You're, you know, you're. You're shut down like this. Your body's facing down, your shoulders are hunched over, you haven't had a sip of water, and 12 hours. It's very obvious. Okay? So get pumped up, get ready, get your blood flowing. Okay? Now, at the end of the day, I want you to schedule a daily debrief. So let's think about where we are. Number one. In the morning, I'm going to repeat these things to myself. I'm going to tell myself that I'm the kind of person that wins. I'm the kind of person that attracts success everywhere I go. All right? Now, before the week even starts, I've got some power hours blocked in. So I'm not spending my brain space during the week, during the week wondering when I'm going to fit in. Cold calls, it's already done. On Sunday evening, I like to go through my calendar and make sure I've got time for all of the things that need to be done. Huge proponent for time blocking. Okay, right before I hit go on those calls, I'm going to make sure I've got my blood, my blood flowing at my heart rate up. I'm excited. I'm ready to go. Now, at the end of the day, I'm going to make sure I have time for a daily debrief. So all this means is at the end of the day, I'm going to take 20 minutes and I'm going to Say what worked today? What objections did I hear? What did people respond to? What got people to open up? What got the yeses, what got the no's, what am I going to try differently tomorrow? Now, I recommend doing this debrief with your team. So if you are a sales leader on your team, if you are MSP and you have an sdr, if you are VP of sales and you have folks up under you, appointment setters, dialers under you, or that are. That you're outsourcing to have a daily debrief, they work for you. That is. That's the point here, okay? If you are the dialer, you need to be talking about this stuff. Even if that's your profession, you've got to stay in this, the zone of growing, okay? So every single day I want you to have that daily debrief where you're talking about what worked today, what I need to change. Hey, I got this objection. Here's how I pivoted it in the moment. What do you think about this? Here's. I'm going to try tomorrow, okay? Because every single one of us in here have to continue to grow. And we're not going to do that by staying stuck in our heads and by doing the same thing over and over and over again. People change every day. The market changes every day. Strategies change every day, and we got to be willing to change too, okay? So daily debrief, debrief at the end of each day.

Hey, Lindsay, really quick. One thing that I would recommend to you guys on this, being a former MSP owner, so I can kind of sit in your chair. I, I've been there. I really, really. Even still to this day, I have definitely cold called, but I struggle with it a lot. Personally. I don't like doing it. I'm, I'm way too ADD for it. So I hire people to do it. I also hire a manager. So on our team, I have a head of revenue. I have a head of. That head of revenue runs marketing and sales. And sales is run by our sales manager, Viani, and she meets with him once a week, but he meets with the sales team every single day. They do a start of day and then they do a summary debrief on every single day. So it's really important that you put these things in place. And if you can't personally do them, you have to get bigger and bigger and bigger and bigger so you can start to buy your time back or pay for things that you don't like to do. So I didn't Have a head of revenue for a long time. I didn't have a sales manager for a long time. I didn't even have sales people for a long time or setters for a long time. I mean I was doing it all. And then as I got bigger, as I got more mrr. Higher, higher, higher, higher, higher. Buy my time back. And that's really important. And just because you're not good at it doesn't mean we skip it. That's a really important thing because that's what most MSP owners do is we're like, oh, I'm stuck at that. So I'm just not gonna do it. It's not a sales is sales and lead gen outbound. Lead gen specifically is not an optional. It's a mandate across your business. Okay, I'll shut up.

Yeah, no, I totally agree with that. I also, I think it's important that we remember no one was born good at this stuff. Yeah, no one was born. If you think about the greats, Dale Carnegie, Napoleon Hill, Russell Brunson, like all these people who we equate, Dan Kennedy, like all these people that we equate with like marketing and sales and like mindset and all these things, like they were not born that way. They learned from people in front of them. They learned from people in front of them. They watched what others did. They had mentors, they practice over and over and over. They recorded their thoughts, they went back, they observed, they tested, they tried. What makes it any different from us, for us? Okay, so make sure you've got that, that daily debrief every single day so that you can look back, reflect, make changes, pivot. Okay? Now whenever we get ready to make our calls, I want you. And again, this kind of goes back to these best practices. I want you to dial like you want to be there. So dial like you mean it. What I mean by that is we got to have intention behind our dials. So I want you to choose a vertical that you are going to focus on. So a very hyper specific vertical. And whenever I say that I'm talking, I don't mean oh, health care. What part of health care, what type of health care are we focusing on? Surgeons. Are we talking, are we focusing on orthopedic surgeons? Surgeons. Are we focusing on med spas? Are we focusing on? If you're going to do financial services. Okay, what part of financial services? Insurance agencies, CPA firms, tax law firms. Like what, who specifically are we focusing on within these really, really broad industries? There are, and we don't really talk about this today in this webinar, but in our previous webinar from last month, which I believe is still on the replay page, you can go back where we talk through several of the different list building platforms that we recommend how to build your list. But please make sure that you are working a vertical specific list. And we want to list with at least 1,000 names on it. I think 1,000 is the baseline to work. And this list will typically last you about three months. You're going to work this 1,000 name list for. For about a quarter. Okay. The reason why we do that, I'm going to break down the math here in a minute. But the reason why we want to make sure that we're being targeted or that we're targeting vertical specific list is because of RAMIC phone calls. I've got to talk in specifics. I've got to talk about why this is important to that insurance agency. I've got to talk about why this is important to that law firm that specializes in taxes. I've got to talk about this, how this is important to that orthopedic surgeon's office. Because messaging that is specific is what sells. If I'm targeting just any small business owner on this list, I don't know what, what industry I'm getting the best results from. There's no way for me to go back and succeed successfully and effectively analyze that data and then make informed decisions from that. Because there. I don't know, there's. Oh, it's just a list from everybody in Jacksonville. Well, that doesn't help me. I need to know who's on that list. Okay. And then I want to specify it by industry. Yes, but by geographic location, ideal employee count. So, meaning, okay, I'm going to choose a list of, let's say, CPAs in the Jacksonville, Florida area. I do employee counts, between 10 to 30 employees with an average or an annual revenue of at least 1 million to $10 million. Okay, so that's going to narrow down that list. Now, I can actually tell you what's going to happen on that list because I've done this for a really long time. I can tell you that list is not going to be big enough. Okay. Because remember, I need a thousand people on that list. So what would I have to do? I'd have to zoom out some. So then I would probably zoom out and I would look at Jacksonville, Orlando, Tallahassee. That's probably like middle of Florida. And. And I would look at this northern Florida list and see if that would get me to 1000. If not, then I'd probably go into South Georgia. And I'm going to keep making these, These. These shifts to my list so that I can have these focused lists. And I have enough names on that list to target through my outbound outreach. Okay. Now, I also. And you can actually see here, just a really quick screenshot of this. You can see where we've built a list and not going to go through this a ton, but you can see where this list. We've got 740, 49 names on here. I would want more names than that on there. But you can see where this is focused down by location to Texas. We went from 11 to 200 employees, and we actually zoomed out to the construction industry. And I was focusing on C suite executives of CEO founders, presidents and owners. And eventually I got to where I had 700 names on this list. You can also see where I started out with just one city. So I started out in Austin. I didn't get the numbers that I wanted. Then I went to San Marcos, didn't get the numbers that I wanted. Then I went to San Antonio, didn't get the number. And eventually I just zoomed all the way out to Texas, and I said, okay, we're going to focus on Texas construction with this many employees, with this revenue range for this list. And that's how I generated this list. So you need to have a list that looks just like this whenever you're making your calls. Okay. Now whenever.

I really want to say really quick here.

Yeah, yeah. And if there's anything in the chat, Chris, like check that for me because I don't have on my main screen over here.

Yep, I. I will do that. One side note, guys, this does not mean that this is only who we service or only who we take. Marketing is an outbound activity. Cold calling, outbound calling, all these things are an outbound activity. You can be specific on your lists and you can change. So we can make a list of CPAs, go down that path with them, and then pick up and do a list of lawyers. It's just really important when you're doing the strategies that Lindsay's talking about to have something that you can speak to that relates to them. So she's going to go through a little bit more as we go here. But it's really important to understand we're not sitting here telling you only focus your MSP on working with CPAs or orthopedic clinics or whatever. No, that's who we outbound talk to. We'll Take anything we can get for the most part, but be specific on your outbound messaging.

Yeah, yeah. Though I do think that once you hit a certain level we're talking like 25 million, you know, we can then start talking about oh let's focus on, let's be an MSP that only works with law firms. Let's be an MSP that only works on this. But I think until you're to that point, absolutely. We're going to focus on a quarterly basis, three to six month basis on focusing on those industries. So let's say I start the beginning of the year Q1 and Q2. I'm focusing on CPAs. Okay, cool. At the end of that six months I'll then focus on manufacturing. At the end of that six months I'll circle back to CPAs and I'll do that for a few sales cycles because it takes people to move through that pipeline. It takes time. It takes people time to move through the pipeline and to, to make buying decisions.

Okay, got a couple of, got a couple of really good questions here. You got got a minute for me to take these? So Thomas here gonna put this on the screen and Pet Love asked about can you list some name some list building tools. We're going to get to that in a minute. So that's why I didn't bring that one up. But how long does it take to find 1000 companies to create a list like that?

I'm actually not going to be covering list building tools today, so I'll just list off a couple right now. Apollo IO is one that you can use. We have seamless AI that you could use. Sales Navigator is great. That's all based in LinkedIn. Those are the top three that I would recommend. And then as far as the time that it takes to build that list, I mean you just kind of saw how we went through that. How you start really, really hyper focused on a geography and on you know, 20 to 50 employees or whatever your ideal employee count is. And then you may have to zoom out some to get the list to where you want it and, and sometimes you won't make it to that 1000 because there's just not like you're hyper targeting so there's just not that that volume available where you're looking. So maybe you have a list of CPA firms and let's say Jacksonville, we'll give back to that example or North Florida. And then I'm like well that really didn't get me to where I want. Now I'm going to Add in that, that mid to south Georgia list as well. Now I'm going to take note on these separately. Okay. That way I can make note in, in my data and I'm able to say, oh, well. This list of north Florida converted at a 23% rate. This list of South Georgia converted at a 13 conversion rate. That tells me where I need to double down. Okay. So take note if you're gonna change your list that way and we're gonna talk about documentation, what notes you need to be taking as you make these calls as well.

I would also say depending on the tool. I mean we're talking minutes to create these lists. You want to be very specific on them. But If I use LinkedIn Sales Navigator, I know Lindsay likes Apollo a lot, but either one, there's more than one ways to do this, guys. But say like on Sales Navigator, I was on your marketing machine call about a month ago or so. I think I create really good thousand person list in 10 minutes, give or take. It doesn't take that long. The key is, I think the biggest key is don't use these crappy free tools. Guys have something that you're actually paying for that's worth them. Worth it. It's important.

List builders, you're going to spend at least like a hundred bucks a month on and that should average. Just, just factor it into your marketing budget.

Yep, I agree with that. So Don said so a thousand is ideal. But if you're an area that is not able to support 500 to a thousand, is that good?

It's 500 to a thousand good. I think that's a good starting block.

John's in Hawaii. He said so he's got pretty limited. I think you're gonna probably have to expand out. My suggestion, Don, in your case is you may want to look at multiple islands. You may even want to look at co managed on a couple of things. Don's in our zero to 10k program. I know that. So that might be something we look at. He said, yeah, for instance, my state only has a 1.2 population. Not probably not going to find a thousand businesses in any profile, not one. But you combine it together and you do your best. That's really what it is. Getting a little bit better every day.

Yeah, this Jeff is driving me crazy. So I'm gonna like flip this.

That's, that's okay. You're not a fan. I mean it's not my slide deck.

So we'll see, we'll go back.

Okay, last couple questions here. I, I just want to make sure we cover these, we'll have some Q A at the end too guys. So but these are very specific. Joe said. Joe's in our elite program, are all 1000 names individual companies or are we targeting several people within a company? It's a great question actually.

I'm looking at people. Yeah. So whenever I build out this list I'm looking at people and you can actually see right here I've got Roman Dressone, Jim, Steven, Michael. Like I'm looking at people on this list. I can technically export this by company but if it's a really good list it may take me going through three.

Different and something I'd say too Joe, depending on the company you probably do want to target multiple people in the same company. Like for example at my company if you targeted me and a couple of other executives on my team, you're going to get better traction and all three of them, three or four or five of them are going to come to me and talk about it. So I would say you're even going to probably have better luck with targeting my head of sale, my head of revenue then you're going to get targeting me directly because I don't look at email. Like it's that kind of stuff that's important. Right. So it's just like that. That's the stuff that's key. So let's see. I think that's pretty good. Last one is from Thomas. Here are these lists get created worldwide or just in USA really depends on the list building tool. But there are list building tools in every country. Okay, keep this up.

Okay. Okie dokie. All right, so if we do the math on this, right so today's webinar is all about I want to put 10 qualified calls per month. Well guess what, I like to go above and beyond. So I'm going to help you book 25 calls a month. If I break this down, here's where these numbers come from and this, this is rang true from working with our clients. See this happening every single month in marketing machine and leads mastery. These are the numbers that are industry route industry wide for MSPs. If I make a thousand calls I can count on about 500 answers. So that means that only 500 of them are going to pick up the phone or I'm ever even going to get through to someone to get to the yes. Okay now out of those 500 answers I'm going to account for a 5% yes rate. So all that means I'll note that does not say a 5% yes. I'm going to be your client. Or a 5% yes. I want to sign up for a CSRA. This is a yes rate of yes. I will attend your webinar. Yes, I will attend your cyber security briefing. Yes, send me the checklist. This is whatever our ask is on the phone. Okay. And I'm going to talk about which one of these you actually see higher conversion rates on where I would be spending my time if I were you. But if I'm targeting a list of 1,000 that's gonna on the end of that it's going to pop me out 25 yeses. Okay. So this would be about a quarter's worth of FTAs if I'm looking to book 10amonth. Okay. So if I could just up it a little bit more, up my conversion rates, I'll hit those 10 per month. And, and with 30. With 30 appointments.

Yeah. Here's a couple numbers really quick just so you guys know. This is directly from two of my dialers on our internal team from Friday. Now the numbers are going to vary depending on the day, depending on the market, depending on the vertical that you go go after. But this is our. We have two different dialers. One's calling for our live events, the other one is calling for basically seven figure MSP strategy sessions is what they're trying to to pitch. This was Friday for both these guys. This is Nawid. 202 calls in a day. Eight answered on 202. Eight two conversations, one call offer, 10 to 10 link sent one and, and he had three event conversations, three registration offers made, two event links set and one event registration. So not a great day. But it's also a Friday in spring break time. You got to understand that you can't get. And he, but he made 202 calls in a day and he's got follow up and content and very. He's able to clean the list on the fly too. So valuable. Here's Michael. Michael's calling on the seven figure MSP side, not the event side. 152 calls had five conversations, two call offers and two discoveries booked. So he basically had out of 152 dials he got five that were that answered. Yep, two yeses just part of the deal.

So that's really good. So I'll actually share this. We had this come through today. So in our leads Mastery program we do end of day reporting. This company called 92. They made 92 outbound calls. Thirteen calls were accepted. So that's how many actually got picked up. So out of 92 calls, only 13 of them picked up the phone. 12 LinkedIn connections were sent. So out of those that were accepted, they sent 12 LinkedIn connections. They pitched one first time appointment. So what that tells me is it, what that tells me is it was either voicemail or they didn't get to the right person to pitch the FTA. But they did have one webinar registrant accepted. So out of those, 12, out of those, 13 calls are accepted, one FDA was pitched, zero was booked, and then one webinar registrant accepted. So that's okay. We got a webinar registry out of it. So super key to know those numbers. Okay. Now it's really important that you work this list until it can't be worked anymore. So that means that, yes, I've got this list of 1000 leads. I'm going to keep circling back through this list. It's going to take multiple touch points. It's going to take the LinkedIn connections, it's going to take the follow up series, it's going to take us calling them again, being persistent and making sure that we're not giving up after one outbound call. Okay. That's why it's so key to make sure that I have them in my CRM and that I'm taking notes and that I have a process to follow with these calls and with this outbound marketing. Okay. Now whenever I, and this is kind of just reiterating that whenever I go, when I make these calls, my goal is to get the yes. My goal is to get the very next yes. It's so important to remember that I'm not trying to sell them on my CSRA yet. I'm not trying to sell them on my services yet. I'm not trying to send them a credit quote yet. I'm not trying to do any of that. I'm just trying to get through to the decision maker and then to get that very first yes. Okay, so when we're doing that, let's make sure that we're making the gatekeeper our friend. So the secretary, the admin assistant, whoever it is that's answering the phone, make, make them your friend, introduce yourself, be likable, treat them like a human. Because that's going to go so much further than diminishing who they are or being rude or passive aggressive or acting like they're a nobody. They're not a nobody or they wouldn't be answering the phone. They're a valuable part of that company and they are trusted to do a job, which is to filter the phone calls and make sure that the CEO or the the leaders time is spent where it needs to be spent. Okay? So be nice to these people, make them your friend, make them smile. I promise you that's going to go so much farther than trying to just bypass them or being rude to them. Okay, now here's what we want to do. We want to add the leads to your CRM. So this can be wisetrack. This can be whatever CRM you're using with the tag cold lead. So this lets me know that I got to work them like a cold lead. They have not opted in to be in my database. They've not opted in for me to market to them. I am doing outbound cold marketing to them. So therefore I got to tag them appropriately so that I can send them appropriate marketing materials. Okay, I'm going to make sure that I'm taking notes on each of these contacts. Okay? So right now tell you exactly what notes to keep here. I've got a whole list for us here. Okay? But I'm going to make sure I add them into my CRM and I'm taking notes on each of the calls that I'm making. You want to call from your CRM and record your calls? I cannot make decisions. I cannot make analyses. I cannot make assumptions or assessments from things that are not documented and recorded. Okay, so go ahead and get into the habit and recording your calls now. I always get asked this question so I went ahead and gave you all a resource. Every state has different laws around call recording disclosure. Do your due diligence. I'm not a lawyer, I don't know. Do your due diligence. Here is a link. I was actually just researching the most up to date call laws last night. This was the most recent article I could find that actually condensed all these laws without me having to go through and read it. Read hundreds or thousands of pages on laws and you can see this link right here and I actually have the map pasted in here. This is a really quick overview of one party consent states. And also this link back here gives you the work like different countries as well and their different laws as well. So I would use this. We're not associated with them in any way. But go through, read, read through this resource and then do your own. Do the due diligence. So these are one party consent states according to this resource. These are the states that only need one person on the phone call to know that the call is being recorded. So obviously if I'm making the phone call. If I was making calls in Georgia. Cool. I would know that I'm the one party that knows that the call is being recorded. Easy. Now these are the states that are two party consent states. That means, oh, if I'm in Florida, I'm making calls in Florida. Both people on that line have to know that the call is being recorded. Okay. So in Wisetrack, you actually have the option to give it this automatic message whenever someone picks up that the call is being recorded. You can also let them know, hey, this is Lindsay from ABC Tech. I just want to let you know the call's being recorded. Don't worry, I'm just going to be talking to you about XYZ. Do you have 30 minutes or 30 seconds to spare? Okay. So I can be friendly and I can throw that in there. Don't let that deter you from doing lead generation. It's. It takes you 0.3 seconds to say, hey, by the way, this call is being recorded. Don't worry, blah, blah, blah. Okay? So don't let that be a deterrent. Plug it in, be compliant. You can get sued for not disclosing this. So I do not recommend doing that.

What's your thoughts on just. If you're in a two party consent state to not record the call is, I mean it's, it's tough for training. And I understand that because like for example, we re record all of our calls internally.

I don't recommend that.

Okay.

I would, I would record it and I would just embrace it and say, hey, I'm. This is a cold call. Right now. I'm calling the calls being recorded. I mean, most people that are in.

The two party consent states already know that that's a rule for the most part. I think like you're in Florida, you know that? I'm pretty sure. So.

Yep. Because again, we cannot make decisions off of things that we're not documenting or recording. So I, I record it anyways.

Okay.

Okay. So whenever we're making these calls, here's the plan. We want to create a neutral landing place for your leads. Okay. So if you already have that, if you're a dialer, or if you're already doing outbound calls, let me know in the chat. What's your conversion rate averaging? If you're pitching straight up first time appointments, I'm genuinely curious. If you are making the pitch on the call, trying to drive them to an appointment with your sales team, what's your conversion rate running right now?

It's got to be less than 1%. That's really. That's really difficult to do and super low.

It's very difficult to do. Okay, here's the thing. I want to create a neutral landing place to send people to first. Now, I'm going to give you some examples here, but the reason why I do this is because it's. It's. It's scary to say, oh, I'm gonna go spend 15 minutes with you. I don't even know you. What do you mean? What are we gonna talk about? It's. That's a waste of my time. I. I'm busy. I'm a busy business owner. I don't have time to go sell the phone with you for 15 minutes about something that I'm not even sure is for me or not. Okay? So I want to create a neutral landing place first. Now, that's not to say that I can't pitch an FTA later. I'm going to show you how to do that because after we get one. Yes. It's going to be easier to get the second guess. Okay. But first, I've got to create a neutral landing place, and you're going to see that your conversion rates will skyrocket. Okay, really quick.

Can we. Can we define what a neutral landing place?

Yeah, I'm going to give you some examples. Okay, I'm good.

Want to make sure I know it's going to come up.

Yep. So, examples of neutral landing places.

This. I didn't see your content yet. Brand new.

Beautiful. So this is a webinar. This is for an example, what your CPA firm needs to know about the FTC safeguards. So this means where I'm making my calls. I'm not saying, hey, Mr. Busy Business Owner, would you like to set up an appointment with Cyber Joe on how to protect your business against hackers? He's gonna say, no, I already have an msp. No, I already have an IT department. We don't need that. Oh, okay. Have a great day. What do you mean? So instead, I'm going to create this neutral landing place where I'm like, hey, Mr. Busy Business Owner, we are putting on a community training on Thursday where we're going to be teaching what your firm needs to know about the new FTC safeguards. I get it. Taxing tax season is in full swing right now. We need to make sure that you all are compliant. We can also bring in your IT department. Okay. Next Thursday at 3pm, who's the best person to send this contact info to? Boom. So now I've created the safe land or this neutral landing place that brings them in where I can educate them, I can inform them as I had my phone up to my ears like vibrating, but I can bring them into this neutral landing place, then I can pitch the fta, then I can bring them into the next step of booking a one on one call with me. But you're going to see that your conversion rates are going to be a lot lower trying to get them into a one on one call in, in the, in this very first, ever, ever, ever touch point. Okay. Another example is a weekly cyber security briefing. This is like a weekly 15, 20 minute briefing that every single week you're hosting, on repeat, where you're sharing. Hey, times have changed. Cyber attacks are way up. Here are things that are going on right now that you need to be aware of. How are you being proactive in protecting your company? Book your appointment here, book your discovery session with us here and then you're driving them to the appointment. Okay. You could also do a checklist. We have the 15 ways to protect your business checklist. Within our seven figure MSP program we have several of our members are authors on best selling books. So this, you can offer to send them a complimentary chapter of your best selling book. Okay, great. Who's the best person in your company send this over to? Just to let you know, chapter three is where I talk about xyz. I'm going to go ahead and send this over to you. Cool. So these are places, these are, these are places that I can bring leads into it because they're just humans. I'm going to bring these humans into, into this place, educate them, give them something tangible, give them something that makes this real. Instead of me trying to push them into a corner to have a one on one conversation with me. I don't want that. Anyways, that's probably going to be a waste of my time because they're so early and they're so cold inside of the buyer's journey. So I gotta warm them up first. Now once I get that first yes from them. Okay. And you're gonna see how this plays out in our script. That's going to come up here shortly. Once I get this first yes from them. So once I get them to say yes to the webinar or I get them to say yes to the briefing, then I can ask for the next yes. Okay. So it's easier to get a yes after I've already gotten the first yes. So think about this of whenever you're checking out, I'M like, like Bath and Body Works. Bath and Body Works. Have Chris, have you ever been to Bath and Body Works?

I'm sure you have, unfortunately.

Okay, so I love their candles. That's like the only place I will.

Buy if you have good candles, I'll give you that.

They have the best candles, right? The three wicks. So great. So I go like twice, two or three times a year probably, and I'll stock up on like cases of candles and that's all I go in there for, are the candles. That's it. That's it. But when I'm checking out, they create this maze of products that you have to get through while you're waiting on the checkout line or while you're waiting to check out. So while you're in this line, there's all these little things, right? There's the hand sanitizer, there's the little travel size sprays. Oh, there's the car fresheners, the wall flowers, all these additional products. Well, there's the mini candles. So while I'm standing in that line, guess what? Because in my head, I have already subconsciously said yes to Bath and Body Works through all these candles. I already have this trust that's bought in with them. So then my brain is gonna, oh, well, let me just buy this mini candle or oh, let me buy this hand sanitizer or whatever it is. Because one, I've already said yes the first time. But two, subconsciously I want to confirm the decision that I already made. Okay, so this is the, the psychology behind like an add on or the psychology behind, first, I pitch the neutral landing place. Second, I pitched the first time appointment. And again, you're going to see this in the script here in a few minutes. But then I want to pitch the next thing because people want to be reassured of the decision that they made. Okay, if you think about wherever you go buy a new car, you buy the new car. Oh my God, I just spent $60,000 in this new car. Cool. What are they going to sell you whenever you're signing the paperwork? Gap insurance. They're going to say the gap insurance. They want to make sure that you're protected. They want to sell you the warranties, they want to sell you all these other things. Why does it work? Because you've already said yes to a $60,000 purchase or more. Okay. And then they're going to say, well, we want to make sure that you're protected and let's get this extended warranty. Your brain wants to let you know that, yeah, I made a good decision. Let me go ahead and say yes to this, too. Yeah. I'm a smart business person. I know how to make great decisions. Yes. Okay, so we want to do the same thing in our calls now. Whenever I'm booking them, I want to book them directly on my calendar. This is a huge mistake that I've seen in countless calls and countless touch points and countless outreaches. We do not want to send them the funnel to your webinar. We do not want to send them the funnel to your book the. Or the the calendar link to go choose their own time. I'm going to have those links up and ready to go on one of my three monitors so that whenever I get that yes on the phone, I can go and pop their contact information right there into my funnel. Okay. Say it with me. We do not send links. We do not send links. I'm going to add them in. Like the proactive professional that I am, I'm going to go add them into my funnel or add them into my calendar link. Okay. So if you are SDR or dialer, I'm making calls to go on Cyber Joe's sales calendar. I'm going to make sure I've got Cyber Joe sales calendar pulled up. I'm also going to make sure that I've got our webinar funnel pulled up so that when I get the yes for the webinar, boom. I go type them into the webinar just as if I was the lead. I'm going to go type in their contact info. It's going to fire off the automation or fire off the email that gets automatically sent to them that says, congrats, you're signed up for the webinar. We'll see you there at this day in this time. Boom. That's done. Hey, Mr. Busy Business Owner, did you go ahead go check your email for me? Yep. Just go refresh your email. Okay, awesome. Do you see an email From Cyber Joe ABCTech.com okay, awesome. Go ahead and open that up for me. Let me just make sure that everything came through. All right, cool. Do you see the link to join us next Thursday? Okay, awesome. That's going to be the link that you use to join into our webinar next Thursday. Okay, so that's doing several subconscious things here. Number one, that's training them to open my emails. Number two, that's letting them know that we got it going on. We know it's happening. Our automations are working. Okay? They can trust us. All right. And number three, it's taking all that extra work off of their plate of them having to go find a time, enter in their information. All those red, all that red tape that gets stacked up and keeps them from doing the thing that I want them to do. Okay, so book them directly on the calendar.

Had a question that just came in, Lindsay, from Chris Wilson. What day would you say for the weekly event? I have a recommendation on that and I want to hear your take. I always did mine Tuesday, Wednesday or Thursdays. Now note, we do ours on Mondays. We've seen success working with MSPS on Monday afternoon. So while that's actually against my normal historical stuff, you gotta, gotta look at your market and see how it changes. So I usually say Tuesday, Wednesday or Thursday for your weekly event. What's your thoughts, Lindsay?

My thought is it doesn't matter. It's the day that you are the most inner, energetically present. The day that you don't have kids at home for spring break, the day that you don't have three sales presentations to do. The day that you're not in all day meetings. I think it's the day that you're going to be on it, you're going to be ready, you're going to be energetically present and you can devote your full attention to that. Any day of the, any day of the week works.

You just got to work it.

Okay? Now whenever you get to the end of your call, here's the notes that you're going to plug in. Okay? Now we want, and think about this, we want these calls to go fast. If I've only got a power hour in the morning and a power on the hour in the afternoon, I've got to make this time count. So what I want to be doing is in my notes section. In wisetrack, for example, I can't speak to Salesforce, but in wisetrack I can go directly to that contact. Click on the contact, go to notes, answer or no answer. I can type in answer if, if I put in no answer left message. Okay, accepted or declined invitation, declined or accepted FTA and then any follow up notes. So the FU notes means follow up. By the way. Did I create a task to call them back on this date? Did I send them the checklist? Did I get a different contact number? Were they rude and said they never wanted to talk to me again? Okay, plug it in as a note. Right? But make it like 20 seconds or less to go in and plug these notes in. Okay? Now there are apps out there that will AI transcribe your Calls and then we'll turn it into notes and we'll like do all these things for you. My advice on automating any of this or on using AI or any of these cool tools. Don't go, don't, don't do that. First, start here. Do it the old fashioned way. If you got to write it down with, with a pen and paper to begin with, a number two pencil and a notebook composition book, I don't care. Do it this way. First, get your brain into the habit of writing these notes, reflecting on these calls. Okay. Knowing the info that we need to know at the end of each call. Okay. Then we can go and look at other tools that are going to help us automate this. And that's, that's the rule of thumb for anything.

We also want to be documenting process so we can delegate this in the future.

Absolutely.

So it's really important that you're staying on top of this. You have something you can hand off. Because the thing with this is you're going to have this whole deal that you do or that you've built internally. There's two things with this. There's the, there's you doing it on your own and building it out. You gotta have something that you can actually offload. Needs to be a process and a system if you're going to do that. Second, don't just dump this on some staffer and expect them to perform. Lindsay, are you going to talk about agencies at all today or no?

No.

Okay, so one other thing I want to tell you guys on this. Don't just blind hire an agency and like, oh, I'll get you 20 appointments a month. They're going to use their process guys. They're going to probably sell their way. And most agencies that I've seen don't know what they're doing. They're great at booking calls. But is it the right type of call? Is it the right message? Is it the right stuff that's being projected to them? The last thing you want to be saying to a prospect is we're the cheapest MSP in town. Right. So keep.

That's what they're going to use. That's so good. That's what they're going to use. Because what are they getting paid on?

They're getting paid on. On quality or quantity, not quality.

Yeah, that's right. And so. Well, again, like, while they may put the calls on your calendar, maybe it's not going to be the right calls. Also, how are you going to scale that? Like how, how Are you? How do you have any control over that? So I actually have clients right now. We have clients in our Leads Mastery Mastermind that are locked into 12 month contracts with these outsourced agencies that are call booking agencies. And, and they're inside of our Mastermind training a team at the same time. Because as soon as that contract ends, they're ditching them and they're already going to have their team ready to go. They're already investing time and resources into their team on a process that they know and they can scale and they can repeat. Okay, so once you end the call, make sure you got your notes into your CRM. Now let's talk about what happens in the actual call. Are we ready? Are we ready to talk about what we do in the actual, actual call? Because we just kind of talked about before the call and after the call and all these notes and things. Let's talk about what we do in the call. Number one. Tonality is everything. Now, if I came into this webinar today and I'm like, all right, guys, today we're going to talk about cold calls. So important that you know about cold calls because you need to grow your business, right?

You realize this is what you sound like.

That is not how I sound. So that has a completely different feel than like, all right, let's do this, let's go. We're excited. We're going to book some calls. Let's go make some money. That has an entirely different feel to it. So we want to make sure that whenever we're making calls, we are intentional with the tone that we're using. That's why, again, I'm going to reiterate this. You turn on the music first. You go for a walk, you go to the gym in the morning, you repeat those affirmations to yourself. You do whatever it is that you have to do to get in the right head space. Because if you feel bored, irritated, salesy or nervous, I promise you, the person on the other end is going to hear it. Okay? If you're rolling your eyes during these calls, they're going to hear it. Smile. Put a smile on your face. Stand up, do what you have to do. You're making money. If you're a dialer or an sdr, you're probably going to get paid on these things. You're making money. If you're the msp, this is money in the bank. So let's get excited about that. Okay? Smile when you dial. We want to make sure. I love these cats. These cats are on like, they're like a famous on Instagram. And you see these cats. I think it was so perfect for this slide. Huge kudos to Ron, our graphic designer, for putting these on here. But we want to create a dialogue, not a monologue. So what I mean by this is. And I've seen this happen in, in countless call recordings where you make a call and then they answer and then you're talking for like 45 seconds. Don't do that. You have lost them. They don't know you. Like, why. Why are we still talking? You do your quick intro. I'm going to. We're going to practice this here in a second. You do a quick intro. You let them talk. We want to create a back and forth dialogue, not a monologue. So it's not just me talking. Hey, this is Lindsay from ABC Tech. We help CPA firms in the Jacksonville area protect their businesses. We also work with IT departments and we pride ourselves on fast service and ticket times. And we make sure that you have cyber security. Like, what? I've lost them. I've totally lost them. Okay? So I got to be quick and I got to be concise and I want to open them up to talk back to me as soon as possible. Okay? A couple of intros here. So let's practice this. Feel free to screenshot, take notes. Take a picture of this couple of intros. Hey. Hey. Let's see. Hey, Mrs. Gatekeeper, this is Lindsay. Is Mr. Busy Business Owner around? He didn't know I was calling today, but I got something really quick that I need to run by him. And then that opens up the dialogue for Mrs. Gatekeeper to say something back to me. Mr. Mrs. Whatever to say something back to me. Right? I am not going to lead with a 45 second long pitch of who I am and who I help.

Okay?

And that's going to be contrary to the script that you get from Chat GPT. Please do not pull your scripts from Chat GPT. Everything I'm going to share with you today is real human. It's really proven. And none of it came from Chat GPT. Okay, Huge mistake. Chat GPT is not a marketer. Oh, my God. We could do an entire webinar about Chat GPT.

Chat GPT is not your marketing manual.

It is not a marketer or a salesperson. In fact, it's pretty terrible for that. So anyways, next. Next example of this. And then that you've probably actually heard this one from, like, other sales people where it's like, hey, I'm going to preface and ask them if I have. If they have time to share. So I'd say, hey, gatekeeper, how are you? This is Lindsay from ABC Tech. Oh, good. I'm doing great. Whatever. Hey, really quick. Do you have 60 seconds to spare? I'll share why I'm calling. You'll smile at my persistence? Yes. It's a cold call. Then you can go back to knitting or working or procrastinating or whatever it was that you were doing. Do we got a yes? Okay. So it's really fun. It's really light. They're probably going to laugh at me. And one, number one, you got to be okay with looking a little crazy, right? I sound a little crazy saying this, but number two, I am creating. I'm kind of breaking down the tension that's in a cold call, right? Because. Oh, they're going to know I'm cold calling them. Duh. Of course they're going to know. Of course they are. Right? That's okay. So can I break down the tension? And so these are different strategies, right? You got to find what works. Then we can also go this route. Hey, gatekeeper, this is Lindsay from ABC Tech. I'm calling in regard to a CPA firm, cyber incident. Who handles your computers? Boom. Now I'm going to create the N. So we.