In this coaching conversation, Ben, a cocktail consultant and co‑founder of Unfiltered Hospitality, shares that his revenue is highly volatile despite four and a half years in business. Alex (Speaker A) identifies several core problems: a hard‑sell $30,000 upfront offer, an undefined customer avatar, poor value communication, and branding missteps (e.g., logo placement). Alex applies a "what‑who‑when" framework, urging Ben to clarify the pain his clients experience, re‑position the offer, and articulate clear value. The dialogue emphasizes that nailing the offer and its messaging can trigger rapid growth, potentially adding a million‑dollar revenue stream. The session ends with Alex hinting at a "grand‑slam" offer that could transform the business.
Chapters
This is Ben. He's a cocktail consultant who helps restaurants and bars optimize their drink menus to increase profits. But his revenue is unstable. Sometimes he has a great month and then other times he sells nothing and sometimes that goes down.
Hey Alex, I'm Ben, one of the co-founders of Unfiltered Hospitality, where we help hospitality operators build better beverage programs. Made you a cocktail.
Ah, all right. I'll be saucy for our, for our cocktail.
I don't know what next month is going to be. Is it going to be a good month or a bad month? 4 and a half years into the business, if we're struggling the way we're struggling, there's got to be something Broken.
That's not a good sign. Okay, so there's a lot of things, but I think that you have a clear offer issue. Selling $30,000 up front, very hard sell. What avatar are we really looking for?
That's a hard thing to kind of put your finger on.
Well, then tell me what the pain is.
Uh, probably still have shitty cocktails. Listening to somebody who's got as much vast experience like Alex tell me exactly what I need to do is super helpful.
I like using the what, who, when framework. All right, let's pull this page up again real quick. You having your logo at the top, nix it. This isn't the branding opportunity.
Okay, we are not showing them the value.
You know, he nailed it. He's not providing value. What's it worth to get get it right on the first shot. If you nail the offer, that's where you can have these massive upticks in growth seemingly overnight.
Here's the solution right here.
Not even a question.
I had a strong feeling he was right.
Wouldn't it be cool to make an extra million? Grand slam offer. I am. It's almost like I wrote the book on this shit.
