Jeff Miller shows how a KPI dashboard reshapes client conversations. One client spent $15,819 to generate $120,000 revenue with a 7.6x return. A top performer hitting $1M monthly revenue operates at 50% show rate and 30% close rate, proving those metrics still make money when you focus on the right numbers.
There are a lot of hidden benefits to having a client dashboard that I was unaware of until I started weaponizing my own client dashboard. And when I say client dashboard, I mean having 5 or 6 or 7 KPIs that your clients report to you. For example, ad spend is like a good one. Cost per show is a good one. Revenue is a good one. Fantastic, right? Obviously we should be doing it. Here's what I found. When I fell off the wagon and stopped using my client dashboard, very quickly my clients started to look at me as somebody less than them or somebody that needed instruction and somebody that didn't know what they were doing. I think the reason for that is because it's very easy for a client who hires a marketing agency to focus on the negatives. Focus on the low show rate or the low offer rate or the lead-to-application rate or the response rate or the close rate, those types of things. When I started reusing the client dashboard and really changing the narrative, very quickly the clients changed their social status and how they viewed me and the people on my team. So for example, We had one client who constantly was telling us every day or every other day about the show rate is down, or bad fit on the sales call, or this person should not have been on the sales call, or the cost per application that leads to the cost per show rate is down, those types of things. And I kind of let that sit, I think out of pure emotional exhaustion or the amount of context switching that I was doing. Really enabled that bad seed to keep growing into a bad tree. When I did finally have a sit-down with the client, we realized the following. One, and I'm gonna read these numbers right off the chart, is that this client spent $15,819 in August. He had 103 leads, 51 applications, 31 booked calls, and 23 shows. And before I showed him this chart, The constant narrative was leads are not booking, leads are not— our bookings are not showing, the ones who are showing are not good clients, that type of stuff. And he was pretty miffed that he spent just shy of $16,000, got 103 leads, and only closed 6 people. And that's because I had accidentally let him focus on the wrong numbers. When we filled out the card, what we realized is that he was paying $687 cost per showed call. Which made him freak the fuck out. And then we looked at cost per closed deal of $2,600. He triple freaked out. He's like, oh my God, this is so expensive. This marketing is not working. I need to hire somebody else. And I used the client scorecard and the KPI sheet to really grab hold of the conversation and say, hold the phone there, buddy. You made $120,000 last month. You got 7.6x return on ad spend. And your revenue per showed call was $5,247. Like, that's a big number. His revenue per close was $20,000. But it was very, very easy for him to sit in the day-to-day, see 3 calendar hits, and have only 1 person show up. And then of that 1 person, he would have to do 3 or 4 of those 1 people to close a deal. So it was very, very easy for him to overemphasize the negativity instead of focusing on the money-making opportunities. Here's another thing that happened. When I compared his numbers to my other clients, my other clients who were freaking out about a $1,000 cost per closed deal quickly shut up and they're like, oh, okay, I guess it's not as bad as I thought, right? And other clients who were very iffy about spending $500 cost per schedule, Realizing that they were pretty much in line. And then other clients who were not spending as much as they should stepped up their spending to get more money-making opportunities. Now, here's what's even more interesting. I took the same philosophy and I applied it to the scorecard of our client who's approaching a million-dollar-a-month run rate. And here's what we learned. The client who is approaching a million-dollar-a-month run rate has a 50% show rate, which is the worst he's ever had This calendar year, the worst show he's ever had. And then he has a close rate of just under 30%. So that means out of 100 booked appointments, only 50% of them show up. And of the 50 that do show up, he's only selling about 15 of them. If my other previous clients experienced that, they would be messaging my team every single day saying, another show, another show, another bad close, should not be on the phone, stuff like that. But now I get to say, hold the phone there, buddy. I have a client that's tracking a million-dollar-a-month run rate. He has a 50% show rate, which is the worst he's had in this calendar year. He has a 30% show rate, and he's still tracking a million dollars a month. So if you're getting a 50% show rate and a 30% close rate, that's the bones for a wildly successful business. So now I get to go back to my clients and compare them to the client average, and most importantly, compare them to the most successful client that we have. And that is changing how they view me, my team, and my offer. And no longer somebody that can overemphasize what's going wrong. And now I get to reemphasize and refocus their attention on the numbers that work. And Tony Robbins really says this really well. The quality of your life is based upon what you focus on. So if you're focusing on money out the door and a lot of negatives, That's gonna be your life. If you focus on money-making opportunities and people showing up, that's what your life is gonna be. And stereotypically, the people that focus on the second thing tend to make more money, have a better business, and be wildly more successful than people that make the first observation. So yeah, again, looking at this million-dollar-a-month tracker sheet with a 50% show rate and a 30% close rate, that has really made my other clients change how they talk really quick. So that's it for this video. Peace out. See you later. Bye.
