How to Easily Sign Clients without Having Case Studies
Daniel Fazio explains how to land agency clients without case studies by clearly defining what you deliver and shifting risk to yourself through guarantees or performance-based pricing. Stack specific deliverables so prospects know exactly what they get, then offer money-back guarantees or tie your fee to results like revenue or leads booked.
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Ladies and gentlemen, if you were trying to sign clients for an agency and get started signing your first clients, and you were under the belief that you need to already have case studies in order to get people to pay you money, you are wrong. That is incorrect. It doesn't work like that. What I'm going to do is I'm going to whip out the trusty iPad today and we're going to go through a couple steps, basically a step by step process explaining how you can sign clients without having any previous client results before whatsoever. Because it is in fact possible to sign clients without having any case studies. So first I want to talk about how the market shifted to be way less about having case studies. I want to give an example real quick. The other day I got an ad on instagram for a $100 pillow and I impulse purchased the pillow. I didn't look up reviews for the pillow. I don't even remember seeing like a star rating in any capacity on the website for the pillow. I've never heard anybody talk about the pillow. Like the first impression of the ad, the pillow looked cool. And I was like, all right, I bought it. Why did I do this? It was because the ad talked about like the construction of the pillow and how it was designed a specific way to make it stay cold and stay fluffy and whatnot. I was like, oh, wow, this looks interest interesting and it looks comfy. So I'm just going to buy it without the exposure to any kind of case studies or results or testimonials of any capacity. You got to understand the market shifted away from needing case studies. So like for instance, there's kind of two components to this. There's one product and then there's two proof. If you're an agency world or infoworld or literally anything, you know that, like this part over here. Proof. Every single person on the planet has made their clients 100 grand. I made my client 50k a month. I made this person 50k. I made, I made, I got this guy a hundred, 100 sales calls. Well, whatever nonsense. Literally everybody on the planet has done this. And I made a whole video about this. I was talking about basically the saturation of like results in any capacity and the fact that people are forgetting about this part, the product, what exactly it is you do in order to get people results. So what you need to understand if you're having trouble signing clients, it's not that you lack proof, it's that you lack a description of your actual product. I want to go into some stuff structuring Your offer as a beginner. So we're going to talk about product in a second, but we're going to kind of like go to this proof aspect because it's not as if like people don't want any proof. And because you're a beginner and you don't have proof, we need to compensate for the fact you don't exactly have a ton of proof. So how do we do that? And we do it through via risk reversals. What is a risk reversal? You have to understand if you go to a client and you say something like, hey, my service costs $2,000 a month or $3,000 per month, you have to understand if you're selling any kind of B2B service, what is the sole intended only function of a company paying you money? It is to ROI a return on investment and make more money from the money that they just paid you, Right? That is their intention. Whether you're promising them leads or sales calls or client signed or the actual revenue amount, you have to understand that it is solely for the function of getting an roi. For them to pay you money and not get an ROI means a capital loss. It means that is lost money in their sole intended function as a company at all. Literally the only purpose of a company is make profit. It means that their sole intended function of their company has failed via working with you. Therefore you are a bad investment. How do we get around this? It's by reversing some of the risk away from them and back onto you in order to compensate for the fact that you have no proof. Does that make sense? What are the ways to do this? There's a couple of different ways. You can have a money back guarantee or you can do performance basis. What's the difference between these two? A money back guarantee will be you take some kind of result. You have to imagine there's like dimensions of results as well. And I'll show this here just for you in a second. So we have like the highest dimension of promising a result for a client would be like actual money made, right? And then it might be client sign and then it might be calls booked and. And then it might be leads generated. So you can take any one of these and promise a specific quantity or amount of it or they get their money back. So you could say like you charge a client $2,000, I'll guarantee you make at least $2,000 back or I guarantee you make at least $10,000 back or I'll give you your money back, right? Or you could say, I'll guarantee you sign between two to three clients or you get your money back. Or I'll guarantee you book between 10 and 20 calls or you get your money back. Or I guarantee you get between 50 to 100 leads or you get your money back. What that literally means is like they pay you. You do the thing to get them a result. If they don't get the result, then they get another way of doing this is a performance basis where it's like, it's basically hey, as it occurs. Very common pricing model for a cold email agency is $500 a month tech fee, which covers your cost to actually execute the campaigns, plus 200 to $400 per call. That is a pay as you go model. That's a performance basis. When you're on a performance basis, you can say things like only pay when it works or pay per call. You can say things like that. It's just the act of being able to say that is what get client's interested in booking a call with you. If you're on the money back guarantee side, you get to say things like 20 calls per month guaranteed or 4x ROI on your money guaranteed or you get a refund. These specific headlines, like the actual syntax of what I'm writing, like this, this, that is what gets people interested to book a call with you in the first place. So you have to understand it is the presence of saying these things that is what is going to get a client interested in even speaking with you in the first. What you need to get is that the purpose of a guarantee, doing it like this or like this is not to get the client to sign on the call. This is to get them to book the call in the first place. If you're a beginner with dead 0 results in any capacity, you've never done this for anybody. You need some kind of like remarkability or magnificence factor in order to get somebody to even be interested to book the call in the first place. That is the function of these things right here. You have to be able to say something like this or say something like this in order to get people to even book the call with you at all. And then you get to reiterate it when they're actually on the call. Now you're probably thinking, well, Daniel, what if I can't get this result? Like, what if I can't do this? There's a couple things. One, stipulations. There are contractual stipulations in the contract where a client is only going to be able to get A refund if they hit all these specific stipulations. And I'm not saying to make these like completely unreasonable stipulations. I'm saying, like, make it so that the only reason that a client will get a refund would be if it is genuinely your fault that the result didn't happen. So like, if you say something like 20 calls per month guarantee, guaranteed, and the client just like doesn't have any availability on the calendar, or if you're like an ads agency and the client's like, I'm not spending this much on ads. Like, I'm not, I don't want to spend money any more money on ads. And it's like, it's legitimately impossible to book them the amount of calls. So your contract would say, client, you have to spend at least $15,000 in ads. And if like, they're like $2,000 in ad spending and they're like, well, I don't want to spend any money on ads and I want a refund from you where it's like, well, that's not the agreement we came to. The agreement we came to is that you would spend 15 grand on ads. If you don't spend 15 grand on ads and you're not getting a refund for me, it's part of the stipulations. Or if it was something like they're doing cold email where it's like, say it was something like this 4ox ROI and your money guarantee. Or you're saying, I'm going to guarantee you sign three clients and then you book them 22 sales calls and they close zero of the sales calls for a zero percent close rate. Then you could say, no, our contract states that you need to close at least 15% of the calls that get booked. You've closed 0% of the calls that have been booked, therefore you don't qualify for a refund. You. It's just fair. It's just so you don't get absolutely fine fucked on the contract. It's just making it so that it really actually is the client's fault, then the client doesn't get a refund. But if it's your fault and they do get a refund. So what does that mean? Yeah, there may be a situation where you have to give a client a refund because you did fuck all nothing and got them zero results, that's fine. Next time you'll do better. And if you're so debilitatingly terrified about this, then you can get fucked and never run a business in Your life, right? So go fuck yourself. You're operating under the diluted expectation that you're going to immediately get everyone results and everything's going to work out amazing. It just doesn't work like that. You need to actually dedicate the time, try iterations. And you're going to fail. Sometimes you just are going to fail. Sometimes it's okay, like, I've given refunds. Like, you're going to give someone your life. Like, grow up. Like, you legitimately think a client's going to ask for a refund and like, there's going to be some like fucking Coffeezilla story about you. Like, oh, this fucking guy who's a little fudgeing 2k a month product agency is a. He's a scammer and your whole life is fucked. It literally doesn't work like that. Like, it does not work like that. Okay, so let's go back over to what we were talking about earlier. Product. I want to talk about this, like, how to like present a product. Because it's not all about case studies, right? So there is this concept I teach called deliverable stacking. So we're going to do product and then we're going to talk about deliverable stacking. Okay. One time, a really long time ago, I was on a call, this is maybe in like 2018 or something like that, when I first started a cold email agency. I remember getting on a call with a guy and I was saying to him, like, my offer was something like 10 sales calls guaranteed with cold outreach. And he got on the phone with me, I was explaining to him, I get you leads. And I sent, I scrape some lists and I sent some cold emails for you. And the guy was like, okay, cool. But like, what do I get? I couldn't like, like functionally understand, like, what this guy meant. He just kept saying, what do I get? And I'm like, I send cold emails for you. Like, what do you mean, like, what do you get? He's like, you keep saying, like, you're just gonna send cold emails for me. But, like, what do I get? Like, you're telling me what you do, but what do I get? And I'm like, bro, you get cold emails sent for you. Like, what the fuck are you talking about? The guy was talking to me like, I'm a fucking complete idiot. Super pissed off at the end of this call because he literally just kept saying, like, what do I get? Like, you're not understanding. You're not telling me what I get. And I was so pissed off at the end of the sales call. And it wasn't until like years later that I actually understood what the guy was asking. Like I just kept saying to him like I send you cold emails. But I wasn't like conveying the actual deliverable of the product that he received. So like what I mean by that, I'm going to use an example service of like ads and funnels. You make a VSL funnel for a client, let's say you're saying some shit to them where it's like I'm going to guarantee you book 30 calls or I'm going to guarantee that you get 3x ROI on your money invested or some bullshit like that. Right? You actually believe that? What you need to say that and then like have case stud and other people magically fucking buy from you. Okay, going back to what I talked about earlier, the pillow. I was sold the pillow based off the description of how the pillow works and all the components associated with it. Right. Okay, let me explain this to you in a different fashion then. If I were to go tell somebody right now that I'm going to sell them a VSL funnel build out like a video sales letter funnel build out. This is how I would present the product to them and the deliverables of what they actually receive. Ready? So like first we're going to do you what you say is like 3x ROI guaranteed. And then let's say you actually do have some case studies. You like three case studies of some people making a couple five figures. And then you got me over here and then I explain all of this to the prospect. This is what I tell the prospect. Right? Okay. So number one, we're going to make opt in page. We're big opt in page VSL page. Thank you page design. We're design all the pages for you. We're do all automation setup. We handle all the automations. We're going to do 20 opt in email sequence. We're going to do 10 pre call email sequence. We're do VSL script, VSL editing. We're gonna do thank you page videos scripting and editing. We're do 50 ad scripts. We're do ads editing. We're gonna do campaign launch. Then we're do sales page copy and they get all this. They get 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11 different deliverables. And then I tell them risk reversal. Which of these just in your opinion me explaining that they're gonna get all of this. Maybe I show them examples of what each of these look like versus you just say this and like that's it. That's the extent of what you tell them. And then I say you get this, this, this, this, this, this, this, this, this, this. Even without case studies. Okay, so this one has case studies. Case studies, no case studies. Who wins? And the answer actually is this one on the right. Even without case studies. Why? Because it's an actual product, it's actual deliverables. So like for instance, going back to the guy who was like pissed me the fuck off in the sales call seven years ago, what he was asking was like dope dude, how do you do this, this? And the correct answer would have been I want to get you 50 different domains. I'm going to spin up two inboxes per domain, then I'm going to warm those domains up and I'm going to scrape. I know you have these different products for your business. So I'm going to segment out different leads lists for each product within each different lead list for each product. I'm going to make three variations of a script that are each three emails long and then I'm going to distribute descending evenly among all of these and assign them among a domain. And then what happens when you get positive responses? I'm going to do the actual appointment setting to book the call and then you're just going to give me a calendly and what I'm going to do is actually just book them directly on onto your calendar for you. There's going to be some pre call assets that need to be sent them to increase the show up rate. So I'm going to make those pre call assets for you. What I would like you to do is when you actually take the calls to give me the sales call recordings so therefore I could take those recordings and apply that to my market research so I know who to scrape in the future to build new leads list, you know what I'm saying? Like it's an actual fucking product. The problem you have is not a lack of case studies, it's a lack of a product at all. Like you're trying to sell like air, you know. I'm saying you can't sell air. You need to like physically manifest your service that isn't physical in nature. You're selling a digital service and you need to bring your digital service into the real world. You need to make it real and actually tangible. You get what I'm saying? What does your timeline look like here? Like let me just give you like a series of potentialities of what could occur here. So like in the beginning, what you're probably doing is you need a product. You need to develop what your product is. You can't just fucking say I get this guaranteed result. Do stuff, right? You have the stuff that you do. That's what product is, it's stuff. You have the stuff, right? And then you also have the risk reversal. And then you for probably like maybe three to five clients or something with a pretty like aggressive guarantee, with like a strong risk reversal or performance base. And then of these people you should be able to generate case studies, right? So once you have those, you were able to pull off lowering your risk reversal. Why? Because you have to understand it's a trade off. The purpose of the risk reversal is to compensate for the fact that you haven't done it for other people. Now this doesn't mean that the presence of case studies solely 100% makes it less risky. It's still risky. So you should still have a risk reversal. Like for instance, for my AI assisted agency program, I have a 60 day money back satisfaction guarantee link in the description. Like if someone joins and then they think it's fuck all bullshit within 60 days then they can request a refund. This has stipulations where you need to actually use the fucking product though. You can't just like buy it and like decide, oh no, I don't want it. You actually try. You get what I'm saying? It's the same thing with you. It's like for instance, if I had like a profound amount of case, I'm sure I could sign a similar amount of people on that without a risk reversal. But with cold traffic, probably not. You get, I'm saying let's talk about sales calls. What are you doing on a sales call? I'm not going to sit here and give you like a full script for a sales call because I like to operate my sales calls based off pure logic. I don't do this bullshit words. Well, if you don't get this, how would it make you feel? Like I just fucking hate that nonsense so much. I just talk very like plainly, logically. It's literally like hey, so you got on here obviously because I imagine you saw that we guarantee a 3x ROI when we build you a video sales let funnel. What I'd like to do in this call is ask you about your business, what it actually is you're selling. So I can determine whether I think this is reasonable to actually get a 3x ROI on. I'll tell you if it is versus if it's not. And Then I'm also going to tell you what exactly is included in the product, like physically what you receive in exchange for the service. And then we can go over pricing and we can see if this is going to work for you or not. Does that sound fair? Yes. No. All right, cool. And then I literally just will open a Gamma doc and just go over this. This is what I do. Boom, boom. This is the product. So I've presented the product and then after that I'm asking for the decision before I'm even really talking about the guarantee. I'm trying to shift this conversation away from like the result and more towards like, you're just buying this stuff from me. And now if I present this stuff to them and that isn't enough to get them over the edge, then this is a risk reversal. If the reason that they're not buying is because they don't think this is going to get them the result, then I talk about the risk reversal. You get what I'm saying? It's very straight line like this, this is what I have. Let me present the shit to you. The problem with a lot of you guys is that when you get in your first sales calls like, you don't know what to talk about. It's because you left lack this. You lack the actual product. You lack the, like, the physical manifestation of what it actually is that you are attempting to sell this person. That is where the problem really stems from, is like, you don't know what to talk about because you literally have nothing to fucking talk about. You need to have something to talk about. Okay? So some of these first clients, you might have like three to five of these on, I don't know, let's say performance, where it might be, you pay me as the result occurs. It is super important that if you are doing this, you need to be crystal clear with your intentions to these people. You need to tell this person you have a deal, right? You don't just give people a concession for no fucking reason. For instance, going back to like guarantees and stipulations. You don't just give someone a guarantee in exchange for no stipulations. Like, that's a concession. Like, I'll concede giving you this risk reversal. You need to get something in exchange. In exchange for that, you need to hit these stipulations in order to qualify for it. For instance, over here, if you're going to work with people on performance basis, they need to make a concession. You're going to make a concession. I'm not going to Charge you a bunch of money upfront. In exchange for that, you need to give me a case study. And you like all the results that we generate for you, you're assigning those over to be publicly accessible, including the statistics from your sales calls, like how many conversions were generated, who exactly the client is what you're selling. You're conceding transparency so that you can turn it into a case study. You don't just fucking give someone. You don't pay anything up front for no fucking reason at all. It's like, no, if we're going to do this, agree to allow this to occur. I get to share your data publicly. This is in the contract. This is how this works. I understand as beginner, you need to, like, not be bullied by some of these people these fuckers would take advantage of. This is just like a broad general rule. You need to understand, if somebody asks something of you, if they say some shit like, I don't want to pay up front, I'll only pay as results occur, then you need to get something in exchange for that. You don't just give them that for fuck all, no reason. Like you, Mr. Boss, you're so fucking special that you get this for no reason at all. Just exchange to trade. You trade concessions. You get what I'm saying? All right, so if you want to start an AI assisted agency where I will give you what to sell, who to sell it to, how to fulfill it with AI, and how to sign your clients, that is the first link in the description down below. If you like this video, leave a. Like, if you want to watch some other of my stuff, go to my channel. And if you also enjoyed this video, you should probably subscribe to this. All right? I love you. Peace. Bye.
