How to Stop Selling to Poor People & Sign Better Clients

So what I want to show you today is how to stop selling to poor people. And before we get into that, my name is Daniel Fazio. I'm the co founder of client Ascension enlistkit. We're probably going to do about $550,000 this month. And this is for. If you're running an agency, any kind of B2B business, and you want to start making significantly more money and the first step to doing that is to stop selling to poor people because poor people don't have money to pay you higher prices. Now there's a couple components associated with this. Like for instance, have you ever found that pretty much 20% of your clients get 80% of the results? And now you might be under the impression that if 80% of your clients are only getting 20% of the results, you might falsely think inside of your head that I'm not really good at. Let's say you're running an ad agency or you're running like a lead gen agency. You do cold email for clients and 80% of them are just getting either lackluster or no results at all. And, but there's just 20% of clients who get really good results. Like you have 10 clients, two of them are absolutely killing it, eight of them are doing absolutely terrible. So this might lead you to the impression that you're really bad at what you do. Now the problem with this is that, that, that, that hits your confidence, it makes, makes you less confident in yourself, it makes you scareder to close more clients or, or, or, or, or just be more forceful in how you approach your business. Right. But I want to let you know that a very significant portion of the time, the reason why you can't get certain clients any results is because the client is running a shitty business in the first place. So basically it's just impossible to get them results at all. And this really, this really screwed with me when I was a beginner because like you're not really proficient at what you're doing yet. So it's confusing to know like am I just not good or does this client just run a really bad business? So you don't, you can't really determine what exactly is the problem here. It's about half the time the client runs a shitty business. And the best way to determine whether this is the case is, is to actually find out the revenue of the business. So I see this a lot. And the first thing that you need to start implementing inside of your business is a type form filtering mechanism. So I used to run my business with just a calendly link, like, I'd have my landing page or be my video. If I have any case studies on the page, there it is. And I'd have the calendly. And now the problem with this is you'd start taking all of the calls from everyone. So, like, you're, you're wasting time by talking to people who are not qualified to work with you in the first place. So let me give you an example. I, I have this one funnel right now where if someone comes in and they select that their revenue is less than $3,000 per month, and they say that they can't do the starting fee, they aren't even shown the calendly at all. They don't even see it. They're just, they're just, okay, we took the application and if we, if we determine that we want to work with you later on, we will hit you up. That's never the case because, like, we just have so many qualified leads in the first place. But the problem is that you're, you're, you're taking the calls of clients who run a business, but the business doesn't actually make any, any money at all. So it's a complete and utter waste of time for you. Now the problem with this is that you're on a sales call and you quote a very reasonable price for your services. Like, otherwise what it's actually worth. And this client over here who makes three grand a month, two grand a month in their business is like, that's too expensive. And you hear this on like half your calls. So now it warps your mind to think, oh, I'm charging way too much money and I'm not actually worth what I'm worth because all you're doing is talking to fucking poor people who can't afford anything at all. So everything is expensive to the poor person. Now the problem with this is that then you get in the phone, you find yourself on the phone with some business, an actual real fucking business, who's doing maybe 20,000, $50,000 per month or more, and then you quote some insanely low price, and they're either like, that's, that's strangely too low, or they take the deal and you just got swindled and you for like a third of the price that you otherwise could have charged, right? So this is important, your ability to filter out the poor people and not even expose your psyche to them at all. Like, you really just need to remove any kind of association communication or like literally any. They leak out the pores they leak out into your psyche and they make you poor. You just fucking eliminate them. Just don't ever talk to them fucking at all. And the best way to do that is to have a type form filtering system, right? So you use a type form before your calendly. If there's inbound leads or you're doing ads, if you're doing outbound, if you're doing cold email. Just don't outreach to poor people in the first place. So like, if you're using something like list kit to get leads, just select that you want them to have 11 employees or more. Like that's what you want to. Just don't email the poor people. You see what I mean? So now the second thing is your ability to attract good businesses in the first place. So I want to quickly touch on this because people say the word attract and you're like, you don't just randomly fucking spawn clients by attracting them and they just come out of the ether from fucking nowhere. Like the, the, the word attract is, what that actually means is that when you, you produce content or you produce case studies is, or, or you start making tweets, these algorithms are watching your video, transcribing your videos and reading your tweets and, and trying to serve it to the most qualified person that, that makes sense for. So if you're talking, if you're just talking about higher level stuff, it will attract the higher level people in the form that the algorithm will detect and match it to that person who generally consumes that, that type of stuff. That's how that works. So if you're talking profusely to beginners all the time, that this is only going to algorithmically attract the beginner. So like when I say attract, that means you're actually doing something. You see what I mean? Like you don't just like think about signing a good client and then just spawn out of nowhere. That's not a thing, right? So now, now there are three ways to attract better clients. And it all has to do with increasing your perceived level of authority, right? Because imagine, imagine there's you right here on this hand and then you have a client right here on this hand. So in order for you to sign a client, the client has to perceive you. Like say if it's cold email, they have to perceive your cold email ability as being either equal to them or you are higher. If you're trying to sign a client for like cold email agent and the client thinks that they know more than you at cold email, they're just not going to fucking pay you because they know more than you. Like, your authority has to be either equal or higher to the client. So therefore how do we do that? How do we make your authority in the specific area of expertise higher than the client? There are three ways to do this. And the first is producing useful content and posting it online. And I'm using the word useful specifically. This is very important. It's teaching people that they did not know before, right? So me making this video right now is useful to everyone who wants to sign higher ticket clients. It's you, like you can do something with the information it is of use to somebody. You need to do the same exact thing in your area of expertise, right? So you need to post the online. This invokes goodwill, right? The second way is, is it's going to sound dumb, but gaining followers like, yes, despite what you otherwise might think like, oh, followers don't indicate expertise. Well, it definitely indicates social proof, which is the largest determining factor of any human's action at all. You know how your mom's. If your friends jump off a bridge, are you gonna jump off the bridge too? And the reality of the situation is that yeah, most people are gonna actually jump off the bridge. Like, what do you, like, you're, you're at the river or the lake with their friends. I don't know, it's a summer afternoon when you were a kid and there's like this bridge and your friends are jumping off. Ah, it's so fun. And like, look, it's a big jump and everyone's having fun. Everyone jumps off the bridge. If you don't jump off the bridge, you're a. You're like, oh, I'm not a. So you jump off the bridge, everyone jumps off the bridge. Literally everyone, like every human on the planet jumps off the bridge. It's like 99 of people will jump the bridge. Therefore, this is why how having followers is very important to increase your perceived level of authority. Because if a shit ton of other people are following this guy, he must be saying something worth listening to, right? So therefore you gotta gain followers. And the way you gain followers is by being consistent and actually posting useful shit, which is the first thing we said. And this is the result of the. So the first thing is being useful. The second thing, the act of gaining followers is achieved by the consistency of being useful. So you can't just be useful once. You have to be useful every fucking day. Like every single day for months and years continuously, over and over and over again, right? So the next is case studies. This is the third way to increase your authority is case studies. This is also a form of social proof. You're showing that you are the person capable of delivering a quantifiable result. And you typically want to put this on your YouTube, your LinkedIn. Like you want a video of this and you want a quantifiable result. It can't be a testimonial where it's like we loved working with him, nobody gives a fuck. It has to say a specific quantifiable result that was achieved. Like if you, if you go to client ascension.com and then you put your, you put your info in there and then you get to my VSL page, I'll put the link to it in the description. There are a absolutely ton of case studies. That's the kind of case studies you need. That's what you need to do, right? So I want to show you, I'm going to share my screen real quick what a healthy lead flow looks like. So, so this is from a funnel I'm running and this was 997 people and 29% of them make less than $3,000 per month. And then normally like people are like 5k a month or more by. So it's about like it's around 50% of people are qualified on this funnel now. And this take note, is that this is the lead distribution for having maxed out all of those three variables I just spoke about earlier. So a shit ton of useful content online. A lot of followers of like 140, something thousand on Twitter, I think a 22,000 on YouTube now a couple more thousand on LinkedIn. Like there's a lot and then a lot of case studies and still only 50% of them are qualified. Right? So if you don't have a ton of useful content like me or a bunch of followers like me or a bunch of case studies like me, the number of 50% qualified actually goes down to like it's, it, it's probably like 20%. Now I wrote some numbers here. So if, if, if you're selling something that's like 3k a month and all of your leads you're getting are making less than 10k per month, you can see how that's an issue. So like generally if you're selling something that's like 1.5k a month, like $1500 a month, you can generally sell it to people who are at like 5k 6k a month or more right now. The problem here is a lot of people, they'll charge around like 3k. So you're charging 3k a month and then you're, you can't really sell a 3k a month service to people making less than 15k a month. Now the problem with this is that if we go back to that lead distribution, there's not a lot of people in that lead distribution making 15k per month or more. It's like fucking 30%. So if we then assume that you don't have all the previous variables, the authority variables we talked about, it's like going to be, it's going to be like 15% for you. Like only 15% of the people you talk to are going to be qualified. So now for simplicity's sake, let's say that just 20% of your leads are going to be qualified for whatever price you're charging right now, whatever authority level that you exist, right? So for every 100 leads you get into your pipeline, only 20 of them are people who could even afford and are capable of starting at all. Now, let's say because you're kind of a beginner, you're not doing too much, that you're getting 20 leads in a month. And if you have a 20% qualified rate, that's four leads that are qualified that you get in an entire fucking month. So now the problem with this is that you are operating on a severely high scarcity mindset because there are only four people even capable of purchasing your thing at all. Like in, in an entire month, there are only four people who would ever even be able to afford your thing in the first place. So now I need you to understand something that is way more important. It's so important that people just, they just don't get this. They think that you're running a company and the work is like doing the client work. Like, if I'm growing a company, like all I need to do is, is, is just be doing a good job for the clients and the new clients will come. Except that's not fucking true. It's not true at all. It's not even remotely close to true. In fact, I'm not even kidding. 85% of everything you need to be doing as the owner of a business is getting more traffic. You need more traffic, you need more leads. That's it. It's 85% of the operation of a company at all. That is the entire thing. 85%. It's getting more leads. So let's say that you're like, let's say you're like an e commerce email marketing agency. You Think you're in the business of doing e commerce email marketing. You are actually in the business of doing cold outreach to contact new clients, making content online to build followers and building a personal brand, making ad funnels and making new ad creatives to get new qualified leads, right? Doing follow up, doing sales calls. That is 85% of what you do it like it's 15 of what you're doing is the email marketing of e commerce brands. 85 of what you do has nothing at all to do with e commerce email marketing. It's literally, it's. And this is the same for every single business. So it's very interesting to me that people think, well, if I just do this business or if I just do this business or, or if I just switch my offer to this or switch my offer to this, everything's going to be so much easier. But what they don't realize is that if you are running any agency or any B2B company at all, actually 85% of every single fucking one of them is the exact same thing. It's getting more leads, doing marketing, creating content, doing sales calls, doing follow up, all of that. It's 85% of everything. So it's very interesting to me. Like you'll get people, I'll get people. Sometimes they'll come into client essentially and they're like, hey, I need a case study of you doing it for this exact specific kind of business. And only if you can produce a case study showing me that you got results for someone running the exact fucking same business as me, like to the absolute T, like every single intricacy, only then am I going to do it. They don't realize that they're. It doesn't fucking matter how unique they think they are. It's 85% the same shit over and over and over again for every single agency in B2B company and the entire planet. All of it is the same because there are only three ways to get clients at all anyway. Content marketing, cold outreach, ads, that's it. There's no other way to do it. Therefore, if you just fucking do those three and just max them out to turbo hyper efficiency, like if you just do that, there's no fucking way the company doesn't at least grow a little bit. And if you want me to teach you how to do that shit inside of your business, you should go to the description below, clientessension.com I'll pin it in the comments too. And you should join there and you can watch this video right here. I love you leave a comment if you have any questions, peace.