Nick Hauser: Welcome everybody. Nick Hauser here. And in today's customer review, I'm really sitting down with Chris Bellowed and Chris joined consulting accelerator back in January, 2017. At that time he was doing around four to five k with his digital marketing agency per month.
And up to the point, now we're just February, we clear he had 15 k a month. And what Chris does is he helps ever space businesses, get more customers with online marketing and you know, where the great transition year is that we're going to dig into a lot of different things about digital marketing, about, about some of the things he um, you know, as improved and optimized and the personal side with his lifestyle to help improve his business.
And really the two things from our conversation earlier that Chris mentioned was his focus in mindset at their journey of the program really helped take him to the next level. So definitely want to dive in, share his story, and he's got a lot of great information to share with us today. And you know, the first thing is, Chris, how are you doing today?
Chris Belote: Well, Nick, how are you?
Nick Hauser: I'm good. Thanks. And so starting out, um, you know, before the program kind of right before, uh, what was going on, like where are you running your business?
Chris Belote: I was, I was, uh, I was a generalist Turkey with his head cut off. I mean, um, it was in so many directions and um, outside of just digital marketing, I had a security camera business of all things and uh, just was trying to touch or do as many things as I could and I didn't realize that, you know, having my hand in 20 things. I, you know, that's, you know, you see people with multiple businesses, man, they must be, they must be winning. They must be doing it right. And what I quickly learned going through consulting accelerator is you can't chase two rabbits. You, you're better off chasing you. You get none, you're better off chasing one. And that's when the process started to just focus on digital marketing because that's my passion. That's what drew, that's what drove all the leads for the security camera business. Um, in my first, my first full year in business, we did half a million dollars. On the cameras, but it was all because of online marketing. And uh, so I got to get moved out away from that and fully focused on digital marketing now and just plugging along.
Nick Hauser: Awesome. And so the first kind of steps that, um, you know, members take or if somebody is not part of the program is they're really focusing on a group of people. Pick your niche and figure out what you're going to help them with, what their problems are. What did they look like for you coming in with some experience of, of working maybe in some different businesses but also having your hands in some marketing.
Chris Belote: Sure. So, um, you know, I, I would really take on any type of customer that would say, you know, hey, we, you know, we need online marketing or if it was a word of mouth referral, Hey, uh, Chris offers this, you should talk to him. And I was open to talk to anybody and what I found out, um, big focus on 80 20 here. Uh, what I found out is not every business is as equal as you know, the same. There's some businesses that are better, uh, as a digital marketing customer for me, uh, than others. So for instance, uh, I help service space businesses. Well, there's a lot of different service based businesses out there, a lawn care company as a service based business. But I will not work with a lawn care company because of their cost for their value per customer is too low. If they're mowing lawns for 25, 30 bucks along, they can't afford me at 2,500 a month. Uh, but like say maybe a Roofer or an Hvac company or a foundation repair company, they have a higher ticket so they can afford my services. So really, uh, really begin focusing in on, on those types of those types of customers.
Nick Hauser: Yeah. And, and from there to, how did you figure out, um, how are you going to help them? Like, well, I buy what, you know, channel was going to be SEO wasn't going to be Edward.
Chris Belote: So, so I, you know, I, I'm, I've been an online marketer for 13 years, since 2006. And I've, I've attended a lot of webinars and read a lot of books on all various, you know, Google ads, Facebook ads, Seo, et cetera. And that one was a tough one for me because I was kind of also a generalist on that side. I was doing every offer, you know, I'm going to offer everything. The problem was, again, I was, I was okay in a lot of different things. Uh, and what I found out there was a sheet that, that, uh, the from the course that where you can basically you can measure with what's your services give the best results. And the, the two services that gave the best results will the one, the most immediate one was Google ads. And then right below that was SEO or local Seo.
Chris Belote: Um, those two mix together with, you know, landing pages and call tracking, uh, all of that together for a service based business was my home run. So Facebook ads is something that I had to cut because, um, you know, when I look at intent based marketing, Google searches versus interruption marketing like Facebook or you know, billboards or whatever else, um, the intent based marketing is where I really shined. I, I yeah, I can create retargeting ads or I could create Facebook ads that, you know, showed a different people, but the results weren't there. The results were really on the, um, on the Google side, the intent may sign 20 to 120 leads a month. That's kind of my range right now for different companies.
Nick Hauser: Yeah. Yup. I think the main thing too, like you just mentioned two key things there with understanding maybe how to, how to position an offer, how to communicate to get your clients great results is the intent based and the disrupting base disruption and for no Facebook or billboards and Google can you, for somebody who is like, what does that mean really? Because sometimes people are trying to figure out, well, you know, I, I kind of see some other people doing some Google for a Roofer, but I see some other people maybe doing some Facebook for a roofer.
Chris Belote: Sure. So what is the difference between those two? So with my experience started with Google, obviously back in 2006, nobody was doing Facebook ads. Uh, so with, um, I, my experience started with that and what the best part of that for me was that we didn't know really what we were doing, but we put some Google ads out there and this was, I worked for a security camera company. Um, the phone rang at my desk after we put an ad out and I'm like, man, should I answer that? I mean I should, but what's going on? I picked up the phone, hey, I did a search on Google for Xyz product. Can you help me out? I really need to buy these right now. And I was blown away like this guy found me. So who has the leverage in that? I do because he called me.
Chris Belote: I'm the expert. Um, and then when Facebook ads started getting popular, I'm like, oh, let me see if I can add this to my services. And I started looking into it and I started putting ads out for customers just to test them out. And we were getting, um, we're getting engagement but we weren't getting the, the, the results that was getting on the intent they side. So I guess the best I get, the best way to compare the two is, you know, if I'm looking for something, I'm going to go to a friend or colleague or maybe Google. Um, I'm actively looking for that solution right then and there when I'm on Facebook or if I'm driving my car down the road, you know, I'm, I'm getting hit with an ad that I'm not necessarily looking for now. Does not to discount Facebook ads or any of that.
Chris Belote: Uh, you know, other forms of interruption advertising. It does work, but you have to get a lot more impressions, you know, with, with, uh, with intent based searches. Um, there you definitely have to get a good number of impressions but the, it just helps when they're already looking for your service. You know, with, look at some of the roofers I work with, they have sales guys that go door knock. Well that is interruption advertising there. Yeah, it's a complete numbers game on that side. Whereas you know, and I tell him, I'm saying, you know what, if that works for your niche, keep doing it, keep doing it. And I will do the intent may side on Google and I'll bring you more leads than if you don't want to give those to your sales guys. If you want to keep them in the house too, to keep more money for the company. Do it or give it to your top sales guys is you know, hey, here's some warm leads for you. And that'll keep them around. Which helps. In terms of your company,
Nick Hauser: it's almost too like, you know, the person has, they're very aware of their and they, they're searching for an active and Google like how to do x or you know, a roofing, you know, how to fix, you know, Roofer by me
Chris Belote: is moving estimates, roofing companies, a free inspection from roofers. I mean these are searches that we see and the uh, they get us good results. And the, the other beautiful thing with intent based search is, is that we can, because we track everything, we track the Roi, we track which keywords are getting calls or web form submissions and which ones are well we can increase the budget and what's working in decrease in budget and what's not working. So the beauty in that for, for, you know, for us as a digital agency is that once we make one service based company work on Google, we can do the, we could duplicate that for any other service based company. And so, you know, I have a great system for roofers right now. I can make this work for any other roofer anywhere in the country. Uh, because people, people operate as they did 50 years ago is they did it, you know, 200 years ago. People operate very similarly.
Nick Hauser: Yeah. And I think for a service based business too, right? Like when you're, the thing about Facebook is that ideally the people you're targeting and you're putting your ads out in front of your, you know, it's your best hypothesis when you places out there that they do have like the problem. But again it's disrupting so it's not actively like drawn up from them and they have to see your ad and be like, it's got to get like pulled out from them to want them to click, take action and do something. So for a service based business, like if your sink breaks or if your toilet breaks in the middle of the night or something or a heater breaks or your ac breaks and it's the middle of the summer in Texas, right? You're not going to be like go on to Facebook ads and like being like, Hey, could I, you know, can I find something like this? Like, you know, you're probably going to be first in Google because I got to find this. I need the problem solved now.
Chris Belote: And, and if you take care of your customer, you know, like you, you get those leads in and the beautiful thing is you're talking about, I mean, there's a lot of little things that, that I, that I encourage my customers to do, like handwritten thank you cards after a job and because it being handwritten shows that you took time out of your day to, to write that and hand write their address on there as opposed to sending a text or an email, which anybody can do. I mean send them a handwritten thank you card and um, and any referral business, you know, you'll give him, you know, maybe we'll give them a percentage of the seller, give them a $50 or whatever it is. And, um, you know, we found that that helps them. So one customer could really turn into 10, 20 or more customers because of the, the referral business outside of the one that found them on, you know, on Google.
Nick Hauser: Yeah. That's okay. So you came in and you, you figured out not only who you probably target, who is better for your, within, which was the least amount of servers you could do while still getting the maximum results using it. I believe it was a resource in week six called the 80, 20 power grid. If, if our members are watching and they're like, what was he talking about there from there? Um, you know, how did you start going out and landing these service space businesses are more of them do start growing the business while working through the training.
Chris Belote: So all right now, um, uh, and 2019, uh, so I, I've just now started putting myself out there as far as direct outreach, uh, linkedin. Um, and you know, doing the, I do two posts a week on my Facebook and my linkedin. I'm just now starting to do that. So what I've done in the past as I've gotten business, uh, via word of mouth referral, that be it customers that are super happy with me or, um, or just friends and family that may have know, may know of somebody. And it's really, it's interesting, I've been swamped with word of mouth referral work, uh, and it's Kinda like the birds of a feather flock together type thing. You know. So like if I've, I helped a, uh, there's a foundation repair company that I took on at the end of 2017 and they did 600 k in revenue and they had just, they were about, they were like, we need an online marketing person, but we're just tired of online marketers.
Chris Belote: They don't deliver results. And I said, well look, let me look at it and see what I can do. And um, last year they did 1.8 million, so I took them from 20 to 30 leads a month and 600 k to 80 to 120 leads a month and 1.8 million and a projected at doing like 2.2 to 2.5 this year. But they found me because of word of mouth and they have referred me to other contractors, other roofers and other service based businesses. And it's, it's great because I really, I really am getting to learn like type of customer. Um, and it's helping me on my direct outreach side for, for people that aren't in my immediate area. Um, it's really helping me for like what type of posts should I put out today on Facebook and Linkedin? Well, you know what, I hear this one thing all the time for my customers. Maybe I should do a post about that because it's not about what I want to post about. It's what is valuable to them because I, I may think, Oh man, I use this cool widget and it helps them out so much and they're like, I don't care about the widget, I care about the results. So that's kind of, it's just really word of mouth. To answer your question,
Nick Hauser: how to then, do you structure your, um, you know, like sales conversations with these people when they're coming to like, is it a, do they reach out to you and say, Hey, Xyz person referred me or does, you know, maybe one of these roofing companies say to you, Hey, I've got a in other friend who is running a, a plumbing company over here. You know, what does that first step look like in the referral process?
Chris Belote: They refer me and then, um, I set up a strategy session with them. And it's funny because I was in, I was into cells before I was into online marketing and just cause I love helping people. I'm working with people and I've read all the zig Ziglar and all the sales books out there. And when I, when I first heard about the seven figure sales script or the alchemic conversion script, I'm like, okay, you know, I'm sure that this is going to have a lot of the, and it's funny because I would take bits and pieces out of that for some of my earlier calls and apply it and I would close the job. Um, but the other day I actually talked with a, uh, an asphalt company and owner and I said, you know what? Today I'm only going to do the alchemic conversion script 100%.
Chris Belote: I'm not going to deviate or do my own thing that, you know, my, my little more of my own sales processes, I'm going to do this a hundred percent. If I get the job awesome. If I don't, maybe I can learn something from it. And I did it 100% and before we were like halfway through it, he's like, how do I pay? He was like ready to go because I, I took that current situation, I took the desired situation and the power of him being the order of mouth referral and let them know what I could do and he didn't bark at me when I said, yeah, it's going to be 2,500 a month plus ad spin and you better get it now because if I talked with another asphalt company in this area, then whoever pays me first is who I work with. That's another, so that you know, for other digital marketers this could be something for them that can help them.
Chris Belote: Um, truly only work with one of your customers in a given area. If you're working with a service based or a type of business that, that offered that does something like that. Because what you can do is you can increase the sense of urgency on the sales call or in your value video, your VSL. You could say, Hey, you know, talk to me now because this is going out to every roof or in this area and you know, I'm only working with wonder for in the story and you're, you're telling the truth. It's not a fake sense of urgency. And I do that, I use that in my, um, in my, my strategy sessions in it. It works, it helps. But that the alchemic conversion script is a gold.
Nick Hauser: So step one is, do they reach out to you or do you reach out to them? Like, do you just get, does your, if you're working with an Hvac company, right? Did they say, Hey Chris, we've got, you know, our other friend over here. Can you reach out to them or does that friend just come to you directly?
Chris Belote: Um, so it up that call and it's worked. It's worked both ways in the past. What I've been doing recently is I, I basically set them up on my schedule once to where they've got a schedule, they've got a schedule, they've got to check their schedule against mine and make time to get on a call with me. Um, I think it kind of makes it more like, Oh God, and then this guy's the real deal. It's not like, oh, I can just call them out and nowhere whenever I want. No, I've got to, I've got a full calendar. It's structured. Um, you know, if I don't have time for three days, but maybe on that fourth day I have, you know, an hour that I can talk with you. That's kind of how I've started to structure it. But before, um, it was, you know, people, I would get a phone call, hey, so and so referred, you know, told me you were the man for Seo or Google ads and it was, and wasn't organized. It was, it was a distraction as much. I mean, obviously it's a, it's a potential customer. Of course I want to talk with them. But you know, like another thing that I've learned in the courses, you know, focus and structure are everything.
Nick Hauser: You almost have the disruption lead generation going on versus the of things where they want to, they want to exactly what's up. Yeah. So then to actually like on that call, like the one you just mentioned, um, can you, can you actually walk through, if you can recall, maybe not word for word, but you know, you got to the current situation. Like what did you say? What question did you ask that that person and then the desired situation, how you transitioned that to get them. Like they'd be like, oh, like I need to pay you now.
Chris Belote: Right. So, so we started, no, again, word of mouth referral. So He's already a warm lead. Um, I guess this could be equivalent to someone watching your VSL, um, maybe a little warmer. And, and so when we started talking, you know, I said, well, how are you currently bringing in customers right now? And he said, well, my, my father or my uncle, uh, is in the asphalt business. And you know, he's, he's a big time, so he just kinda throws me as smaller leads as they come in. And I'm like, okay, well how else do you get business? Well, I don't. Okay. And so where are you at currently right now? Oh Man, I'm anywhere from 40 to 80 grand a month. I'm like, okay, well where do you want to be? All a lot of the, yeah, no, well where do you realistically want to be?
Chris Belote: 150 Kamma okay, so what's holding you back from getting there? I mean, obviously, you know, do you do you more? Where are you at? And he, he said, well, you know, I know. He basically said, I know I need someone to help me get there. And so many words I need, I know I need, I know online marketing works because I you, he's like, I use Google, I use these, you know, I get hit with ads. Right. I searched for stuff and, and it was just a perfect segue into, you know, okay, well, you know, here's, here's how I can be the bridge between your current, you know, situation and your desired situation. Here's what I can do. And, and then I added that sense of urgency of, you know, um, I get word of mouth referrals all the time. I am familiar with asphalt and paving companies a little bit. So, um, you know, I only work with one company per area. If that's going to be you, great. If it's, if not, just know that if you don't take, you know, if you don't take me up on this and we do this now that I could potentially be working with your competitor. And he knew that I delivered results because the, the foundation repair guy I mentioned earlier as you referred them,
Nick Hauser: so let's, yeah, let's break that down to now. So when he said, I'm, I'm making 40 to 80 k, did you, did you dig in to get the exact number or did you kind of just let him keep it as that?
Chris Belote: Well. So what did he, when he said 40 to 80 k Ay ay, I was very quiet that this is the silence thing is something else that I've learned. The was the Sam silence or, or whatever. Uh, yeah, I didn't, I didn't, when he first told me that I didn't respond and he just voluntarily, it was like, well, you know, I'm getting these handed from my uncle and I'm like, okay. And then, you know, so yeah, I don't know, maybe I'm, I guess I'm closer to 80 k a month. And, and he kept volunteering more and more information. And what I gathered is, um, you know, I feel like he's, he, he truly is all over the place with this number because maybe he's, he doesn't have a consistent lead generation. So one month his uncle may give him a lot of leads and he pauses and then another month you might not give him any.
Chris Belote: So he's completely dependent on his uncle giving them jobs that he doesn't want. And so my strategy, I mean this is a strategy for any digital marketer obviously, but hey, you know, you're never going to have to worry about getting customers again. There you go. I will consistently give you leads for your niche. You don't don't, you don't have to stay up late at night wondering if you're, how you're going to get your next check. And that's kind of it. So I mean, to answer your question, I didn't really dig in too much. He kind of voluntarily gave a more information as we progressed, but I had to really practice the silence thing because that was not something that I was familiar with or thought about. And uh, it's funny. It really works.
Nick Hauser: Yeah. And I think the really good they takeaway there for that, that question, how you handled it was, you know, that question is meant to, to, you know, clear to the, find the, the current state of the business financially if it's your business type of offer. And while some people, and that's why I kind of asked you to do all sound people might want to be like, well what's, what is the number of, he says I'll in between 40 and 80 but you know, like what you did is you clearly define and help them clear the finding that it is all over the place and that is part of the problem with his current situation. So if you would have know potentially dug in more been like, so is it, is 70 is it 80 and it wasn't? And he goes of yeah he got to just set it to sound a little better.
Nick Hauser: You want to take it some pain off of him as a pressure. So it's good that you kind of did it that way. Um, yeah cause I know, I know from speaking to let people on the calls, there's always nuances, right? When you're speaking with people that there's a way to take it sometimes based on how they're talking and what their problems are communicating to you are. And some people just want that, like that script and acting like, I must get this, this number or something. And like if I don't, this person is unqualified and like, and sometimes not the case. So to the next question then, so we cleared the, find it in some sort of way where he was at. And then you mentioned too that he, he almost maybe didn't sound like he was being clear on the exact number he wanted, where in this case it's probably important to get that exact number and you did something good, it sounded like, right. You, I'll let you say, you kind of said, well, what is it? Like what do you want?
Chris Belote: Yeah. And I think he, you know, he really, he just knows that he wants to grow his business. And, um, you know, I've, I feel like he's, you know, it, it's kind of like, not just, this is not just a digital marketing call. I mean, this is a, you know, let me, let me help you with your, uh, give you some advice to business advice to, you know, you have to have a clearly defined goal, um, to know where you're going to go or you're just going to aim, you're going to, you know, just, you're going to move forward and not know where you're going and how you're doing. You have nothing to compare against if you don't set a number and, you know, and, and, and do, do that. So,
Nick Hauser: yeah. So on that call, the two, so you ask them, okay, so, and how much money do you want to be making? And like what was his initial answer to that?
Chris Belote: He, he, his initial answer was, you know, around over a hundred k a month or 120 k a month is kind of where, where he was, he wasn't really sure, but definitely, definitely a over a hundred k a month consistently. And Yeah,
Nick Hauser: you took it to the point now to when you kind of, you ask them another question, right?
Chris Belote: Um, well I, I did, but I, you know, I was, I was really just, I was trying to get it in his head that, you know, paying me 2,500 a month plus ad spin is a very small in comparison to what he's, I mean he even, I felt, I mentioned this to you earlier, but he even mentioned to me that, um, he makes you know 40% on those jobs, which I didn't ask him for that. He shared that with me. So I'm thinking, okay, if he does a hundred k and he makes 40% of, that's 40 k he can definitely afford my services and that, and then like what you were alluding to a moment ago about with the, um, you know, how do, how are you going to do, how are you going to get there? You know, you're off. We're obviously talking for a reason. And he, he knew that he doesn't know online marketing. He doesn't want to learn online marketing. He knows that he needs somebody else to do it for him. And I guess the power of the word of mouth referral, he already knew my capabilities, so he was know pretty much ready to go. But uh, yeah,
Nick Hauser: so once you got them to clearly define more like, hey, like, well if it had to be anything, what would it be? It'd be one 50. He got up and then from there, um, it sounded like you went right into kind of like the, the offer, how I can help you, Ben.
Chris Belote: Right? Yup. And so I, you know, he, it was like pretty much, well, you know, how do I pay you? I mean, he's asking, he's closing the cells sounding like it's closed, which it was. And I said, look, I, uh, you know, I charge 2,500 a month plus ad spin. And let me explain to you that, um, whether you work with me or somebody else, I want you to under, you don't want you to understand, I've been doing this 13 years. I want you to understand that, um, there are a lot of different ways that agencies can do their pricing. And so the way I do it is I keep it separate. So complete transparency. You pay me 2,500 for my services and then we set up your Google ads account and you set up your card and then I manage it for you. So you're paying Google directly for your ad spin.
Chris Belote: There are companies out there that may do a lump sum of, let's say it's 2,500 for me and then 1500 for Aspen, that's four grand. There's some companies that may take that for granted as a lump sum and you don't know what's going to ad spend and what's going to what maybe they're keeping 3,500 and using the other 500 for your ad spend. I said, um, I dunno, maybe volunteer too much information on that. But I felt in the [inaudible] and I wanted to educate them a little on that and give them that information and he seemed grateful for me to, to share that with them because uh, you know, and like I mentioned say to him or anybody else I had talked with, it's all about Roi. At the end of the day, if you're going to spend four grand, how much are you making after that four grand? Are you breaking even? Are you putting in a $1 to make $1? Okay, we're broke even, or putting in $1 to make two awesome, let's grow in skill or you're putting them one to make four. And that's kind of the focus that I use the one to two analogy a lot with what these guys, you know, um, if we need to figure out the right way to put in $1 to make two or more and then grow and scale from there.
Nick Hauser: Yeah, that's, that's dead simple, right?
Chris Belote: Anybody gets it? And it's uh, uh, I had a roofer that then I've worked with and he, he spent five grand a month to a company that has two or 300 customers. Of course, I'm in a little intimidated when I'm hearing that he's working with a company that's been doing this 13 years. I'm like, wow. Two or 300 customers, they must know what they're doing, right? Well, when I started asking him for, uh, what's your cost per lead? What's your cost per customer? You know, what your conversion rate is, you know, how many qualified leads are you getting a month? He didn't know any of that now. So partially that might be on him, but also it's on this market. He said, well, they send me a 50 page a thing every month. And I'm like, do you even understand it? And he's like, no, it's in Greek to me.
Chris Belote: Said I know roofing. And so I quickly found out that, you know, and this could be for anybody that's wanting to pursue digital marketing, do not be intimidated. The big guys a lot of times don't know what they're doing and they're not doing it right. Um, if you track your Roi and do things the right way, you can provide those numbers, cost per lead, cost per customer conversion rate, and give them a simple monthly report like, Hey, uh, this month you spent four grand, we got you x number of leads, you closed one in three of those leads. And if you make x for each of those customers, then you invested four k to make 50 k positive ROI big time. All right, let's, let's move forward. Do we want to put more into aspen and let's grow in skill.
Nick Hauser: Yeah, and that's the part of the reason too, that string of questions you just mentioned there. So I kind of click the pause here are focused on like your sales and how you navigate it because you had some really powerful questions there that the beginner and a question a lot of people have all the time as well as maybe cause they don't know what to ask, but I'm sure when they don't know much about dessert and marketing, but they know they want to be in digital marketing, they know they're trying to to start and land their first few clients in their niche. Some of those questions you mentioned where even if they're not like the, you know the, the best that ever existed for running Google ads or Facebook ads, they're just getting started but they know what it does. Like they know Facebook ads can help somebody get a part of the positive Roi and they're confident and like using our training, they can deliver those results. Having questions like you mentioned, can you just list those off again? Like it helps position you as such an expert when you're like, what is your cost per lead? Right,
Chris Belote: right. So, yeah, cost per lead, uh, will really cost per lead and cost per customer. And, um, I mean if we want to just stay with that same river, uh, for this example, they, um, so they didn't know what their cost per lead was. So because they didn't know that they didn't know what their cost per customer was with this company. So what we quickly had to figure out, uh, were those two things. So when I first started with them, their cost per lead was $300, and they were closing one and three of the leads. So it was costing the, and they made two to four gram per roof. So it's costing them 900 to make two to four grand. So over time with split testing and um, you know, figuring out which keywords produce results and which ones didn't, and split testing, landing pages, getting their conversion rate up.
Chris Belote: Um, I've got there and I still work with him to this day. Uh, it's been about a year and a half relationship. You've gotten their cost per lead down to one 25 to one 40. It fluctuates sometimes just depending on the time of year. But, um, let's just say one, let's say one, let's say one 50. You keep the number simple, and this is obviously higher, but they closed one in three, so now it's costing them for 50 to make two to four grand. Whereas when I first started with the most calcium 900 to make two to four grand, now they didn't know any of this before. Now they do know it and it's Kinda like the goals thing, right? Like if, if the asphalt guy didn't know what his goal was, how's it going to know her? Am I better than it was this time a month ago or last year? It's the same kind of thing. So I give them a monthly report and I say, Hey, here's your cost per lead.
Chris Belote: Here's your cost per customer. Here's what you spent this month. And by the way, here's your conversion rate because you know, I'm old, I almost want to put it like a conversion rate challenge out there to all the, all the big guys like see if he can beat my conversion rate because I can for them, I get them a 15 to 20% conversion rate. And I'm proud to share that because yeah, that's for, and for those that don't know, for those that are newbies, uh, the average website converts at two to 5%. Anything over 10% is considered amazing. And it's, I mean, obviously that's, this has been something I've been working on for a long time, but, um, if they focused on those things, uh, cost per lead, cost per customer conversion rate, they're doing more than a lot of people out there.
Nick Hauser: And then two, when you're having these initial conversations, you're trying to assess, you know, is there a room for me to actually help this person? Can they afford me? If I can help them. Are you taking notes on the, on the, you know, the kind of the math aspect here of what their numbers are or aren't, or are you doing it in your head, you know, how were you figuring it out to where you get to the end where you're saying, hey, I think I can help you. You have like ammunition to say, here's what your numbers are right now. Here's what I know I can do. So based on that, you'll be here in, you know, a month, two months, three months of working with me.
Chris Belote: Right. So what I do is, um, I actually, uh, use it, your buds and my phone and then I print out the outcome. It convert alchemic conversion script for every call. Uh, and I label there, um, a label there, the, the page for their company. And um, and I'll go through and, and I'll write everything out, but I'll, I'll pretty much know because of working with so many different service based companies are talking with them. I, I kind of, I kind of qualify them before I get on the call. Like, if it's a roofer or an Hvac company or like a foundation company, their cost per customer is high enough to where they can afford me. If it's a, like I had a lawn care company that I tried to work with or a fishing guide and then I tried to work with, well I got him great results, but they didn't make that much per deal so they really couldn't justify. Right. You know, 2,500 a month for me plus the ad spin. So, uh, but yes it does. To answer your question, I just keep notes and um, I, I haven't been as consistent with recording my calls. I just some something I just started recently, so I'm on a, so there's a missing what it's called, it's a on Skype. There's a Skype MP three recorder than I've been using.
Chris Belote: So I've kind of trick, I'm starting to it.
Nick Hauser: Window windows or Mac windows. Oh, okay. This is actually a good question because a lot of people have this, this one we always, we have, we primarily operate off Max. So we have a lot of Mac recommendations and we recommend he cam call recorder. What did you know the name of that? Yeah, sure. Like if you googled it or something.
Chris Belote: Oh, you know what? I'm actually, I'm sorry, I'm on a, I'm on a new laptop now and I, I don't have it on here. I actually spilled my coffee on my laptop a week ago. Uh, but it's, let me give me one moment and I can actually find that out for you. Yeah, it was um, I think it's MP three Skype recorder is what it's called.
Nick Hauser: Yeah, that one sounds familiar. Um, cause I've done some digging Israel to see what the best one is, but that's it. Have a slogan with yeah, having spoken with many people have used it. So you, you like it and
Chris Belote: it was working perfectly. I actually tested it, uh, my initial it. So yes, it's called MP three Skype recorder and that they have a free version for windows. Um, so I actually tested it on a call to, um, I don't know, somebody I had to pay a bill for just to see if it worked and it was crystal clear and work perfectly and then export it to an MP three.
Nick Hauser: Yeah, that's perfect. And the next part here is where you're figuring out all their, um, like their KPIs or KPIs that are missing essentially. Sure. Um, is there anything to in there where you're either asking or trying to figure out what their margin is like on a job this way? You can again see, well, even if I do get them that, you know, if it costs them 450 bucks to get the $2,500 job, you know, their Roi on the ad spend is this, but totally in their business, you know, what, what makes the most sense for them to, you know, like how much are they really making. Right. Do you do any of that?
Chris Belote: Um, not really. I mean, I, I do
Nick Hauser: okay.
Chris Belote: After I have the relationship with them and I'm started working with them. Um, I'm, I'm sure that others can relate to this sometimes is it's hard to even get, Hey, I sent you 30 leads, how many of those did you close? You know, like, it's hard to even just get that information, uh, in every job is different, you know, jobs they may make a lot on some, they may make less with that river now example. Um, I just, I, I've found that they make anywhere from two to four grand, they may make 10 grand on a roof, it may be even higher, but I'm doing worst case. I would prefer to do a worst case, um, numbers. So there, you know, best case, it's a lot higher. Yeah. Uh, but yeah, so a lot of times, um, I, I don't get that, that information specifically, but I will get trying to get a range. Okay. So like a foundation repair company. I mean, I think they, they hover anywhere between 30 and 40% of the job and their jobs rating for range from, you know, five to 10 k. So that at least gives me something to work with on, this is what we make after we pay our staff after we pay rent and after, you know, collectively roughly we make this per job.
Nick Hauser: Yeah. Yeah. Cause that's probably, you know, having that number is, is a powerful way to um, you know, handle somebody who was like, well it sounds like a lot and right. If you have those numbers to be like, well, you know, it might sound a lot up front, but when you look at what you're doing now and you don't have these numbers and you know, you're paying this much for your jobs and general expenses and employees, if we can at least get you down to here, which I know I can do right, then you'll be making, you know, x amount more per month.
Chris Belote: Well, your foundation repair sound. Yeah. Your foundation repair sounds like a lot. Why should I get your foundation repair? Well, because we do it, Ryan. I'm like, okay, well I do the marketing right. Have you know
Nick Hauser: to, you know, you talked about your structure, your pricing, right? A management fee and ad spin, right? With working with these, um, service based businesses who may be used to, um, them getting paid in, in certain ways, and maybe they get paid a certain amount of the percentage up front. And then upon completion of the job, they get paid the next you ever encounter anybody who asks you something like that or if they, you know, they can pay like that.
Chris Belote: So for, for the people that are new to digital marketing, um, I'm going to save you a lot of time, a lot of headaches, and a lot of just, just basically I believe in testing everything he wants, right? As a marketer, someone who tests things, you know, uh, you know, the scientific method, I believe in testing everything wants, but I will say this, this is consistently not worked for me. Um, people that offer you a percentage of the cells you bring in, Hey, I'll give you a percentage of cells that may work for some people. It does not work for me. Um, hey, we're gonna make you, um, we're going to make you an owner in the company and then we'll pay you a profits, a quarterly profits as a ownership share in the company didn't work. Hey, we're going to, uh, what was the other one?
Chris Belote: Oh, we're going to pay, we'll pay you on the difference between, um, between, uh, where we were at before you, to what you did. So like if they're doing a consistent 50 k a month and they've got that number hammer down, and I bring in, let's say I bring in an extra 50 k a month and now they're at a hundred, we'll pay you a percentage of that 50 k that you brought in. And what I've found over time is that people that do that, the, at least that I've talked to or worked with, it's just a mess. I mean, the people that, uh, that the, the pay for the service up front, um, for one, you get paid for your time and it, there's just always been, something happened, right? Like, Oh, well, uh, we really have to pay for this equipment that we purchased.
Chris Belote: Um, we'll take care of you on the next paycheck or, well, there's always something, right? So like for my services, I get paid that before the month starts. So if it's like January one, 2019 is what I'm getting paid that day for January. And just, I guess it goes back to the 80 20. Right. Because you know, if, if, if, if it's a company that can afford my services and they have larger ticket customers, you know, they are okay to pay that as long as I'm delivering an Roi. And for them, the, the, the, the people that I've worked with that want to do anything but pay me a retainer, uh, there's always been some kind of headache or issue. So I would encourage anybody doing digital marketing to stand firm to your retainer based pay. And, and it may be, you know, it makes, you may start out with 500 a month or a thousand a month or even 1500 a month, but that's okay.
Chris Belote: As long as you learn, learn the niche, deliver Roi, and then as you get confident and get more customers, um, you know, it just, it makes it, it makes a big difference. And people, uh, people are consistent too, right? Like if I'm, if I've consistently, uh, if someone's consistently paid me a for a service for a month, two months, three months, no longer than they pay me, the more they are used to me working with them and they don't want to break that cycle. Right. They, they're used to me being a part of their team. And um, I don't know if that answered the question, but that, that's kind of,
Nick Hauser: I'm wondering if you, in these conversations sound like you've had some people say, well, Hey, you know, we wanted to kind of do it this way or can we do it this way? Um, have you ever encountered, and then like, what'd you say to that person? Like, do you, do you send them away or do you try to try to show them how like your way is going to be the way? And then if they still push back, then you send them away.
Chris Belote: So, so the foundation repair company I mentioned, um, we went, we met, we talked, and, uh, and I, you know, I kind of see where they're at now and where they want to be, um, what's holding them back and you know, a of these things. He had already volunteered to me and I, and then I said, well, you know, 1500 a month for Google ads plus Seo or 2,500 a month for Google ads, Seo plus space. This was when I was still offering Facebook. And, and he said, well, how about I make you a partner in the company? And I said, well, let me see the agreement cause I didn't know, you know, if you're going to make me a partner in the company and pay me monthly, I'm good with that. Sure. And because I didn't know if he was just trying to, cause you never know like, Hey, I'm going to make you a partner in the company.
Chris Belote: Right. You get ownership in the company. But, um, we only, we only, we're gonna pay you quarterly or yearly, you know, you never, it's hard to decipher. Luckily for, for that particular relationship, it ended up being a percentage of the company plus my retainer. And um, and he's also referred me to a lot of other businesses, but it's the, it's the, you've got, you've got to get paid for your time. You can't delay payment. Um, we're not, you know, not a salesperson that gets paid on commission. I am a, I'm a consulting person or consulting agency that, you know, it's taken me years to figure this out. If it takes me 30 minutes or an hour to do it, you're not paying me for that 30 minutes or an hour. You're paying me for my ears. And,
Nick Hauser: and it's, it's a question for them to like, why you can understand maybe if they're trying to help with cash flow or something on their end or it's, you know, it works the same way with you and your business. So we could do that. But what's going to happen if I get paid quarterly and there is no cash flow coming into my business, I'm going to be needing to go on and speaking to even more people and trying to, you know, land more deals where we had an agreement and we, you know, we set up front, I could take the time, you know, that extra time because I know the Castro is coming in to focus on getting your results. So we actually can do it that way. But I know that's probably not going to be the best thing for both of us moving forward. What we're going to do with this way where I have my full dedication to making you the number one roofer in this zip zip code and we can move forward like that.
Chris Belote: It's the truth. Another confidence booster, uh, for, for the digital marketers is, you know, to, to know that, you know, you can, if you were to go look for a companies what they pay for, for someone that does online marketing for their company, you may see the range anywhere from 50 to 150 k or, uh, just depending on the expertise. Right? Well, I've, I've used, I've used this before and it has worked in my favor, so maybe somebody could make use of this. Um, but I compare that to, well, look, I'm, you know, let's the numbers simple. Let's say I'm 2000 a month on 2000 a month. That's 24,000 a year. You're getting me an expert. Or you can go and get somebody for double or triple what I am. That may or may not be an expert and that may or may not produce results. Um, now they're also using their, they're also a w two employee. They're using the resources, et Cetera, et Cetera, et cetera. Look, I'm 10 99, man, I'm working on for a,
Nick Hauser: there's no payroll tax. There's no potential for oneK match benefit.
Chris Belote: Right. So yeah, I'm your, I'm your outsourced, uh, um, your outsource marketing director. I mean, I don't know, that's might be a way to, to phrase it, but you know, you, you get the experts, you get the expertise. I don't usually resources and I'm a lot more affordable than you bringing in somebody full time.
Nick Hauser: Yeah. And when you, when you bring the client on how to, um, you mentioned some things about, you know, some call recording they use, like what is that actual system look like that you've set up, that you found really worked well with, with Google ads? Okay.
Chris Belote: So I mean, there's a lot. The, the one that I can, uh, well some of the things that I can share that would help people out. Um, again, another confidence booster for the new digital marketers is, you know, CallRail is who I use for call tracking. Uh, c, a. L. L. R. A. I. L. Um, I've used them now for a number of years. And what's great with CallRail is it's really easy to set up, but you can track, did, did people find us through Seo, did people find us through Google paid ads? And if they did, it tells you the keywords they searched. Bingo, there's the gold. So like if for roofing companies, right, like, uh, you know, people are searching roofing companies, roofing contractors, roofer roof repair, well some of those key words perform a lot better and produce a lower cost per lead than others. And, but we only know that because of call tracking.
Chris Belote: And now there are web form submissions too. But what I've seen over 13 years of doing this is that 70% of people are calling in, 30% are filling out a form. So there's a higher percentage that are, uh, that are making a phone call. And we track both. But call rail is great. Um, no brainer here. But I set up Google analytics and you can tie in Google analytics with CallRail so you can track goals. Um, Google search console, uh, is another free tool I use. And by the way, call rail is only like 30 bucks a month. So you can either roll that into your monthly retainer or you could have them pay for that expense. But it's for, for the value it brings is huge. They even just, uh, implemented, um, they even just, uh, released a new feature where they're completely tied in with Facebook ads now where you can track back through Facebook ads, um, how the call came through, what, which variation of the ad, et Cetera.
Chris Belote: Yeah. But, uh, you're running like search search ads on Google, right? So, so what I do is, um, if they have a website or not, we're not using it. I've got a landing page software I use called INSTA page. Um, there's other ones out there now. Instapaper isn't cheap, but is the time it saves and how well it works for right now it's my go to. Um, I've also used wordpress with thrive themes for landing pages. But so insta page, what I do is I have a land high converting landing page should have tweaked over the years that that for the most part I use for all my customers and I just adjust the verbiage. It has the call to actions in the right place. I put the call real code in there. Um, we set up the Google ads, uh, if they, if they don't have a Google my business set up, I set that up.
Chris Belote: Um, because of course that obviously with the local Seo they have to have a Google my business. But it also helps with the Google ads too because that's, you know, with Google ads, part of winning is how much real estate you take up on the search. So if you're making use of all the extensions, if you have your location set up, all this stuff, you know, if your, if your ad is taking up six lines and then the ads above or below, you're only taking up two or three because they're lazy, you're probably going to get the click. And we learn through time, which you know, what's getting clicks. Oh, we're so when we say this verbiage, we're getting more a clickthrough rate, let's do some more split tests off of that type of verbiage. But, uh, but yeah, I mean we just have the ad, we have the ad go to a, our landing page, which is very simple.
Chris Belote: There's no navigation. It's basically they're either going to convert or leave. It's real simple and it's a fast loading mobile friendly page. Um, and that's, that's it for the most part. I mean, when we track form submissions and calls, I mean it's, it's really simple when you get down to the nuts and bolts of it. It's the, on that landing page two, there's um, there was a fourth mission with like first name, last name, email address and phone numbers. I've been like that. Yeah. So, and I've tested a different form submissions and what, what, what is increased or decreased conversion rates and what I do, I just keep it super simple. Name, email, phone. That's it. I don't have a comment spilled, don't have anything else. It just name, email, phone. And then when they call, when we call them back, the customer calls them back, then they can qualify them and get the info they need.
Chris Belote: Let's, the whole thing is let's talk to them. Let's, you know, let's get them on the phone, talk to them, schedule the free inspection, schedule a free walk through whatever and, and then let's start the relationship. I you, I used to have a formal time ago that had like 10 fields and everybody would call and nobody would fill out a form. And I'm like, man, when I fill out form out, and that's kind of lengthy, you know, you're scrolling through it on your phone, you're still in the form. The form that we have now is just super short and simple.
Nick Hauser: And once they, once they submit that form, are they taking to like a next kind of like thank you page with anything else that might say like, Hey, if you call now, like if you call us right now, you
Chris Belote: I've seen or I've seen or others use that. Um, I haven't tested that. I can't say if it works or not because I haven't tested it. Right. Um, we send them to a thank you page that just lets them know, hey, we appreciate the opportunity. Uh, we'll be in touch, you know, with, you know, within a couple hours or we'll be in touch shortly. And I, I'm, I'm educating my customers. I'll let them know that, you know, the faster you get in touch with them, the better. And there's stats out there obviously that show, you know, if you get a lead in, if you respond to them within an hour, your conversion rate is closing. The deal is a lot higher than if you call them within 12 hours or 24 or after a day. If you haven't called them, your conversion rate drops significantly. Yeah. And so, uh, yeah, that's, we just, we contact, we did, I haven't done that. Uh, that, that is something I should test. I would have to figure out. So like with the, I could see worth, we're like a dentist if they did like a free teeth cleaning, right. Or something, or like, Hey, call us now and we'll also throw in this x, y, z. Exactly. I would have to figure that out, I guess for a Roofer or a a service based company because
Nick Hauser: yeah, it's hard to be like call hell, we'll give you half the roof free.
Chris Belote: Right. We'll give you some free shingles.
Nick Hauser: And then too, um, so they have a sales team plays or some, somebody in the office or receptionist, somebody calling up these leads every day.
Chris Belote: Correct. Yep. And you would, you know, it's, it's not all online marketing. It's funny. You know, it's, you, you expect them to be on top of their stuff. Right. Well, a lot of times are not, you know, that, you know, if I've had customers where they're the owners, like, Hey man, I've spent x a month with you and I'm not seeing the results. Like, okay, well let's go back through the calls. Your reception, I say, you 20, 20 calls this month, your receptionist only answered three of them. Or you know, they, they call them back and the, the phone call is just not there. They're not, um, you know, it's, it, it do, do you, do you show me, show me that you care. I mean, really at the end of the day, you know me that you care and want to help me. Do they, do they convey that when they're talking with a prospective customer and if they don't, they need to or they can get fired and somebody else can come in and do it.
Chris Belote: That's been a big thing. Um, answering the calls obviously has been a big thing. Um, the phone etiquettes, another thing and then really just simple like, you know, your whole goal of this phone call is to set up that free inspection. That's it. Your entire role. Qualify him. I mean, obviously qualify them if they, if they're, you know, call him for a free roof inspection. Okay, great. Get some information about the home or the homeowner. I mean, obviously did they own the whole, if they rent the home, you're not talking to the decision maker, the things like that. Right. And then skip that schedule and then now it's on for the salesperson or the owner or whoever's running those jobs to go do what they do best. And, um, yeah.
Nick Hauser: Any email followup or anything that you do on your end to help them? Like if they, if they call that person doesn't answer or it's just up to them to now you've got to keep calling this lead up.
Chris Belote: So, um, I'm of, I know this isn't, this isn't the service that I've offered. Um, I have, I do recommend to my customers that they use some type of CRM to manage the leads that come in because there's, I can't remember the stat now, but there was a stat that said that, you know, like 80% of salespeople don't, don't make a follow up or, or, or what was it? 80% of sales people don't follow up after, you know, a few attempts. Um, everybody, we'll do one, one attempt, but after that it's significantly drops. And so, um, so I just encourage them like, hey, if you, let's say they get the web form lead, right and they call them and they don't answer role. I mean you're busy, out of sight, out of mind. You may forget. Well if you have a CRM that alerts you or reminds you or shoot even a Google sheet.
Chris Belote: I was on the Q and a with Sam one day asking, you know, what type of CRM do you use in house for consulting.com and he basically said, man, we should use a Google sheet for a lot of what we do and it's genius. It's free. You, you could easily put the, the name phone number information airable right. Yeah. So that, that might might be another value add that that I can add on later outside of like a, another thing I do is a Google review process. Um, so, and I'll, I'll share it. I'll share it for everybody. So basically the Google reviews are obviously huge for being found on Google. If you see, if you're looking for a roofer and you know, you see the three results in the map pack and one of them has 200 reviews and the other two I have one or two.
Chris Belote: The one that has 200 reviews is probably getting the first call. So that's what we strive for is to have the most reviews. And what I've tried, I've tried all the, you know, email, a review link, we've tried texting or reviewing, we've tried so many different things and the one that's worked the best for us is when we're at the end of the job in person with the customer closing the job out. We ask them to pull their phone out and pull up the Google maps app because I think if I'm not mistaken, all android phones have the Google maps app on them. And then a lot of people have them on an iPhone. Um, we have them pull that APP up and search the company, click on us, and then leave their review while we're finishing up and then we'll be right back. And the beauty of this is that they're already logged into it. The issue that we've had with emailing a link is people never get to it or that if we give them an, I like to say we have an iPad that we give to them, they may not remember their login, they may be like, oh yeah, I can live here. What's my path? You know what, I'll do it later. What that translates into is I'm not going to do it.
Nick Hauser: Yeah. It doesn't mean that he didn't like the work, but once that job is finished and they see that new roof there in that immediate moment of like, oh my God,
Chris Belote: they're happy. Yeah. Yeah, exactly. So we have him do that. And I mean I've mentioned that a fishing guide earlier, this guy have like five reviews before I started working with them and I think the last time I looked, he, what he would do is he would have them do the review while he was cleaning up the fit, cleaning and bagging the fish for them, which was genius. And so I think he has like 180 reviews now. But all of his, I don't work with them anymore, but all of his competitors have like one, two, five, 10 reviews. It's a no brainer. Yeah,
Nick Hauser: big difference. So, cool. Sorry. So you were at this point now where you're starting to explore, um, for your own self, some more, maybe outbound methods that aren't, um, word of mouth. And what is the, the next kind of steps here are the vision look like for what you're trying to do next with your company?
Chris Belote: Sure. Uh, so, you know, I, I've been one of my goals for the war map calendar. You know, it started it in 2018 for 2019. Uh, one of my goals was to do a lot more outreach and connections, uh, on, on linkedin and do some lumpy mail. And, um, I, so I do 50 connection requests a day on linkedin. And so if I don't do it for, let's say I don't do it today all then on Monday I have a hundred, but don't do it on Monday. On Tuesday I have 150. So I hold myself accountable to that number. And, um, I'm, I'm still working on the, the, the outreach message because nothing annoys me personally more than when someone connects with me on linkedin. And then five seconds later I'm getting pitched. So I'm trying to go a different route with it. Kind of like, uh, now again, this is all testing, right?
Chris Belote: I'm going to test the script that was given in consulting accelerator, but I'm also want to test, uh, you know, one of my favorite questions to ask people is, um, what's your number one question about online marketing? And then I shut up because you never know what I may be thinking in my head. I know, I already know. They don't, they, I already know what they're thinking. No, I mean, what's your number one question about online marketing? How does it work? I had a prospective customer say that to me the other day. How does it work? And I'm thinking really on that, that granular of a level. Okay, how does it work? All right. And, uh, so that's kind of been my outreach message that I've tried here lately. And, uh, I think the other day I'd send out 50 direct messages and I had three responses, which I mean, that's not, maybe not great, but the three guys that responded, they were three roofers.
Chris Belote: They said, you know, hey, um, what do you like? What's your number one question? One of them said, how does it work? The other guys said, um, the other guy said, hey, thanks for reaching out. Um, you know, how, how, how are you different than other marketers out there? And then another guy said, hey, thanks for reaching out, but I'm already using somebody else. To which I replied, okay, do you know what your cost per lead is? Do you know what your customer customer is? Look, if you, and I, and I, I say this line a lot and I think it puts people at ease as I say, whether you're going to use me or not value. And when I, I feel like when I, when I say that line to people, it's kind of like a, it is comforting to them to hear, but it's also like a, look, whether I work with you or not, I'm fine. You know what I mean? If you want to grow your business, I'm your guy, but if you want to try and do it on your own and invest thousands of hours, be sure you look at this. I'll give him a little value.
Nick Hauser: There's a pressure to really like it there because they're still trying to figure out in their brain when they're speaking with you, like it's kind of sounds good, but I don't know if I want to do it or what am I finances look like for this, right? If they feel like they're getting trapped, but it doesn't mean that they're really not interested and they don't want to join or sign up with you, but they're, if they're getting any of that little sense and then you say something like that, it just like wipes it away, right? Then they might feel a little more relaxed. Maybe ask a few more questions that they were maybe for whatever reason, hesitant about asking you. And then you give them some value and then they say, well, this makes sense for me now.
Chris Belote: So, and, and I, I'm sorry man, I, I go into rabbit holes a lot about, about things. So that, to answer your question, my goal, my goal has been to get to a 25 k a month and then 50 k month. But my ultimate goal, uh, here recently, um, when I, when I first heard about the flywheel, I about fell out of my chair chairman. I'm like, oh my gosh, this perfect sense that, you know, I, there's a lot of things that I can do with consulting with it. Um, then I'm going to do, and I'm going to help a lot of people, but maybe I can help a lot more people. So I, you know, I, I really, at the end of this year or the beginning of 2020, I want to join up level and I want to make a, I see questions all the time, not just in consulting the consulting accelerator group, but just in general, you know, how does Seo work?
Chris Belote: What is Seo? What are Google? I mean, how to Google ads? Well, how do I know, do I, do I use Google said that they can do my ads for me? Oh, don't do that. But you know, like all these questions, things that I've learned over the years, man, I could really make a killer SEO, Google ad landing page, et Cetera, of course, uh, for not just business owners that maybe want to do with themselves, but digital marketers at one of, they get into it on the intent based side. And so that's, that's my ultimate goal to get to that. But on the, on the consulting side, I think for me, I really, I really want to get, I'll really want to hit 50 k a month. There's some, I don't know why 50 k but that's, maybe it's, it's half of a hundred k a month. I don't know.
Chris Belote: It's uh, it makes sense. You don't know, I guess, but I mean we had to pick one thing, like why would 50 kb the number? Uh, I think it's more, I think it's more, I don't want to, I don't want to say 88 k a month, which is a million a year. You know, I don't want to just jump out and say that I want to set a realistic goal for myself that, um, that, that I know I'm capable of doing. But you know, I've got to first, I've got to figure out how to get customers in, outside of word of mouth and just because I know how to do what I do is one thing, but how can I resonate with service based businesses and let them know that and get their attention enough to get on a strategy call with me. That's, that's kind of my challenge.
Chris Belote: So I want to take it in. You know, when I've, when I was first starting out, I was doing, you know, three or four k a month in this, but I was also doing the security cameras. I mean, my first goal was 10 came up and make, can I get to [inaudible] that's, or you know, or I guess eight k a month to make this, to make six figures or almost six figures. I want to get that. And then I got that and I'm like, okay, let's try 15. All right. I'm, I'm pretty much there now. 25 I want to, I don't want to get myself too large of a number and, and, and, and it determine me, you know, so the path of, you know, 15 to 25 to 50 to, to maybe 88, you know, that's kind of the goal, but with, with seeing the fly will, and seeing a lot about that, it makes so much sense because, um, it's hard to find good people.
Chris Belote: Right. You know, it's, it's really hard to find. Uh, I've, I've worked with vas that haven't really been at the standard that I'm wanting them to be at in there also 14 hours ahead of me. So it's kind of hard to, you know, work with, so I'm on a Q and a with Sam. I had mentioned did you know, hey VA versus bringing somebody in and he said, man, it may be easier and more cost effective to do a VA, but if you can afford it, bring someone in, build your, build your team. And so, um, luckily, and thankfully I've got a guy, a Steven that I'm super interested in marketing and he's super new to it and so I brought him in and kind of been, you know, teaching him how to do things and he's really helped me out a lot too. I can give, give some tasks, you know, like building back links or you know, split testing pages or, or Ma, you know, managing, uh, ads or whatever, taught them how to do that so he can manage that stuff so I can focus on growing the business.
Nick Hauser: Yeah, that's a great example. And I guess too, it makes sense for like in the business they build in a more routine, more of a way to do focus on the, like the 80 to one of the key things that you can do to help grow the business longterm outside the business to like get into an extra 35 k a month. Like what is the goal there?
Chris Belote: What was the, I'm sorry, what was the last
Nick Hauser: 15 right now? And you want to get to 50? Like that's your first marker, right? The extra 35 k per month, like outside the business. Like what are you, you know, what's the goal for getting to that amount?
Chris Belote: So, uh, I'm, I, I've got the, I can't remember the name of the sheet, but you know the sheet where you can plug in the numbers and it tells you how many outreach messages or how many strategy sessions. Yeah, yeah. I think it's the Facebook outreach maybe. Um, I plugged in the numbers in that and that's what has given me my, you know, do x amount of connection requests, do x amount of direct outreach. Um, I even go after current customers and ask them for referrals or even, you know, if I ask them for a testimonial, but like, hey, you know, you're a roofer in this particular area. Roofers, no roofers, can you, can you point me to another roof or you know, that I can help out? Or do you have a Roofer, a networking group that I can join or come be a part of and maybe give my spill to buy him lunch and give him my spill to them.
Chris Belote: A lot of my stuff has been in person. I mean, I, I've done a lot of stuff in person. I've done a lot over the phone or Skype. Um, but I think the goal is really to, um, I, I just, I just got in touch with, uh, potential, um, a customer that has 12 companies that produce, they produce nine figures. Now, this was again, another word of mouth referral, but I've never talked with anybody that produces nine fingers. And so I started talking with them and uh, we've, we've signed the deal on one company, uh, any and they're super interested in me looking at their other interests. Are there other companies which, so that could be, I mean 10, 11 companies times 2000, I mean, or 2,500, whatever. Right. You know, that could, that could be the ticket right there just for that, uh, to get to, you know, for maybe 35, 40, 45.
Chris Belote: But really it's the outreach. I want to do Facebook ads too as much as I talk about intent based marketing. I do see the value in Facebook ads obviously. That's how, um, I was targeted by Sam's ads. I think it was a look alike audience originally. And I watched the video and I was skeptical. I'm like, no, probably like everybody else out there. Not, not going to cool, cool info. But Nah, he's, he's probably, he's probably just trying to get the money in this course doesn't teach anything. I got retargeted, I don't know, three, four, five months later. And it was the perfect timing because I was like ready to, to get into the marketing better and do like, you know, it's, it's, I know I can, I know I can get rid, give people results, but I'm all over the place. What he calls a generalist. I was a generalist that was pulling my hair out and, um, and, and I, and, and the payment plan and everything, I'm like, you know what, I'm going to make this work. And that's when I converted. And, and a man, it's, that was, it's just, you know, been focused ever since. The two biggest things from the course for me where mindset and focus those are
Nick Hauser: for you personally. Why do you want to, you know, get to 50 and then they're on further? What's your like why do it right for, for yourself, for your phone? Um,
Chris Belote: hi, my grandfather told me my entire life than I would be nothing without a college degree. And so, um, I was kind of as we all are, you know, kind of, we, we look up to our parents or people that, you know, I think Sam has said this, we have so many impressions with, you know, um, you know, he's telling me this my whole life and I'm like, well man, crap, I have to get a college degree or I'm not going to be successful. And you know, hearing that my whole life and then leaving college to semester shy of a business degree to go work for a camera company. And by way I didn't mention this, but the camera company I worked for where I learned where I got my foundation and started, I was there from 2006 to 2012, between the owner and myself.
Chris Belote: We grew the company from 20,000 a month to a million a month all online. And um, that gay, that kind of helped to give me the confidence that, you know, what the degree is, what it is, it's the experience and providing value and, and really testing and tweaking things. And I didn't know it at the time. It was kind of like a confirmation whenever I took the course that, you know what, you don't need a degree, you don't need a title behind your name, you don't need any of this stuff. You just need to provide results and you need to focus. Don't be a, don't be a small fish in a big pond. Be a big fish in a small pond. And that was a hard one for me because I wanted to, Ooh, yeah, I'll, I'll help them. Oh yeah, I'll help them. And when I really niche down, you know, first it was just roofers and uh, that I, that was helping.
Chris Belote: And then, um, the foundation came up and I said, you know what? I probably should just stay focused on roofers, but I'll give it a try. And they kill it for them. And so now it's, you know, it's, I'm kind of opening it up a little bit, kind of how, uh, Kinda how Sam was with what was a hop hot water heater repair or hot water cylinder repair, hot water cylinder repair, and then he kind of expanded out. It's kind of a similar thing, but I'm trying to be very mindful that I don't go outside of the service based. Uh, but yeah, it's that part of that is I guess my grandfather, uh, it's worth it to do. I mean, I think the other people with yourself that you can do it your way and yeah, I can do it. And, and you know, when I left that camera company, I was, I was doing just making like 120 k a year and, you know, I was the right hand man to the owner and we have 50, 60 people I felt accomplished, but there was, there was more that I wanted.
Chris Belote: And when I left my family, my friends, everybody thought I was nuts. They were like, what are you doing? And I'm like, I want to go out on my own. I think I can do this. And this was in 2012. And so it's been seven years. I've been on my own. And, um, I, I mean really, I get to anybody that is scared to do that or, you know, really just think about thinking about the thoughts. I mean there's a, there's a quote that you are what you think, right. And that has been a big factor in my success. And Sam really does a good job of helping you with, like with affirmations and things like that. Uh, the course does a really good job of helping with that. So the mindset for me was huge. I had all this experience and I can deliver results, but I still had some mindset issues, you know, can I really, can I really do this?
Chris Belote: Am I good enough? I mean, am I, am I as good as Neil Patel or any of these guys? And I see all over the place. Yeah. And you know, so that, and then the focus, those two, those two things are out there alone. I mean, we're not even talking about the sales script. That was, that's amazing too. But yeah, it's, it was, uh, personally for me and now I'm on the other side of it now and my family is happy for me. They're like, man, you, you've inspired me to want to be a business owner or you've inspired me to, to do this or I'm so proud of you. And um, it just feels good, you know, to, it's like, I'm like, can you kind of have to shut everybody off and say, no, I'm doing this. Yeah. And then on the other side of it, they're all kind of congratulatory and you know, it's uh, maybe their own mindset issues that they didn't pursue entrepreneurship or they didn't pursue things. They want it to be saved by the book and, you know, having a 50 k job working for the man. Well I do not want to be on my death bed wondering what would have happened if I wouldn't have, you know, man, I should have tried. I don't want to do that. Yeah,
Nick Hauser: great advice. And it's, it makes it makes more sense now too, right? Cause nobody ever just wants to like build something to build something, right. Meaning like, I mean, you feel like building stuff, you do it. But in general too, there comes a point where it's like, how much more money do I need personally and what is my mission here? And that's what we see. What other people went up level in quality. I'm like, it goes deeper than that. It's not just like they, they want to make some more money now because they do have money, but they, what's what they can do with it.
Chris Belote: Ryan, the gentleman Steven I mentioned and abroad on my team, um, I actually have a relationship with him before his, uh, good friends and I happened to give him like ultimate guide to Google ad words and you know, a couple of other 80, 20 sales and marketing by Perry Marshall, which that's a good book if anybody's listening. Um, but I gave him these books and he came back and he said, hey, can we meet up for coffee and talk about these? I'm like, okay, he's interested in this. But what's cool is that, that I brought him on my team versus a Va. I'm paying him more, but I know that I'm helping him and his family out. I mean it feels, it feels really good to, to, to deliver a good result for a customer and help them and their, their employees and their family out.
Chris Belote: And then I'm also internally helping Steven's family. I'll as we grow and get more people in, you know, it's, there's something, there's something to be said about helping people and um, I do, so I've kind of, let me see if I can show. So listen here. So I do the same kind of notepad that, uh, that Sam has talked about. And I'm at the top. I write three things, write down three things I'm grateful for every day. And a lot of days they're the same thing, right? My family, my health, my friends and customers are clean water, shelter, food, clothing. But it's you, it, you're right. It's not, it's not, it's not about making more money. I mean, if anything, I don't, I actually look at my friends that are driving $80,000 trucks and I'm like, you make 60 k here working for the man and you have an $80,000 truck. You're doing that for, you know, you, I know, I look, I'm looking at it now and I'm like, I've got a Toyota four runner that's worth like five grand. Could I go afford and 80,000 a hundred trucks? Sure. But I would rather take that money and put it into the marketing and get more business and grow, pay more to Steven so he can take care of his family. It's just a
Nick Hauser: am by doing all of that, eventually one day you can just pick up the damn truck whenever you want. Right. Yeah. You're just, you're in that position.
Chris Belote: Yeah, exactly. Yeah. It's, it's, it's, you know, it's, it's spending the money wisely is another thing. I mean, that's, I used to, I used to have a drinking problem years ago and I didn't realize it at the time. I had, I had cut all this stuff out before I took the course. But again, another confirmation in the course about, um, you know, drinking. And when I drank, I smoked cigarettes and then my work output was poor. My, my place was dirty. Um, I didn't have energy and you know, I ate bad food. All that was in that same negative bubble. And then whenever I quit all that, uh, my mindsets, I'm, I'll have a lot more clearheaded. I can remember things on a phone call. I, you know, I get good sleep, I eat better food, I, I feel more alive. You know, and it's, it's funny, all these things kind of tied together and the money thing too, you know, like I don't, I mean this shirts like a $5 shirt from Amazon, I mean, I don't care. I mean this is a, this is an invicta watch that it looks like a Rolex. I mean like a $50 watch, you know, I mean there's, there's, I mean there's obviously nice things that I want, but I would rather grow the business and help people out and help my own internal team out or even my family out, whatever. Then buying material things. So that's been kind of a mind shift mindset shift to through the courts.
Nick Hauser: Yeah, that's good coverage. And I'd be like coming in when you already made, made some of those changes. And you're like, okay, I'm going to do the right thing. I didn't just like pick all this up for for no reason or what do you know, whatever it was. What would your number one piece of advice be from all these different things you've, you've learned and implemented the course and you said in general, whether it's personal business, what's the number one thing you would share with other members?
Chris Belote: Uh, I would say, I mean, you are what you think really is a huge one for me because I see a lot of people that struggle with, they have the talent, they have the ability, but they're holding themselves back because they don't think they're good. So I would say in the course, um, I've watched the mindset module probably three or four times. I would continue to Wa, I mean, I would watch it at the very minimum, once a quarter. It really helps, um, uh, mindset and focus. I mean focus too because it's very easy to say yes to a lot of things and then look down and oh my gosh, it's already four o'clock. You know? So being the, uh, what's the term I'm looking for here? Being guarded with your time. Uh, you know, Sam talks about turning his phone on airplane mode. I mean, whatever it may be.
Chris Belote: I would say focus and mindset for me were the two, the two big things. Uh, if you're a digital marketer and you're new or even if you haven't experience, just know that there is plenty of work out there for you and the big guys are not always doing it right. I've audited so many accounts from big guys to small guys, and if as long as you focus on conversions and you focus on Roi and getting good results, that, that at the end of the day, which Sam talks about it, that's all that matters. That's real. It's not, you know, hey, we're going to do to do a branding campaign and get your name out there and you're not going to get any leads from it, but we've got to do this for your first six months and then we'll, no, no, don't do that. Focus on results only. So I would say, yeah, I mean mindset and focus, but really continuously improve in your, in your desire niche.
Chris Belote: You know, I, I got to a point where I thought I knew, knew at all, uh, for, you know, certain for some niches and then that was, that was a bad mindset that I had that I had to get away from, like got to continuously improve and get better and better and better. Um, I don't know. Yeah, pretty much. I know it's simple. I know it's simple, but it always goes for me, it always goes back to focus on mindset. I mean, it really does that, those are, those are the two biggest areas, um, that, that, uh, and, and, and not to be a generalist, don't dump. I mean, learn from my mistakes. Do not. I mean, you know, with 13 years in this, I should be doing a lot more than 15 k a month right now. I mean obviously I've only been doing the marketing for full time for a year, year and a half. But I could have been a lot further along if I would have been a lot more focused and diligent in one, one niche or one small area versus just trying to take on anybody. Everything.
Nick Hauser: Yeah, that's great advice. I like where we shared here today and we've got to really dig in deep. Now this one went a little bit longer than we normally go, but there was a lot of key pieces in there with a lot of questions that members are asking. So you covered a lot of great information. Where can people find it? Cause it out? Where can people find out more about you online if they're, you know, they, they were a roofer or a service based business and they're looking for better conversions. Sure.
Chris Belote: So a innovative marketing.net is my web address. And then, um, they could find me on Facebook or Linkedin, Chris Barlow, B. E, l. O, t. E. And. M. Yeah. We could strike up a conversation. I can help people out, but even anybody in the community that wants to, I wants to connect. I'll be glad to, I mean, I've helped out a number of marketers in the community with what their SEO questions and things like that. I'd be glad to help anybody out that's in the consulting community too.
Nick Hauser: Awesome. What Chris has been a pleasure speaking with you and I look forward to, and again, seeing your cause then just access and hopefully you land all of those 12 businesses in that deal.
Chris Belote: Awesome. Thanks Nick. All right. Take care. You too.