In this episode, Shaun Clark reveals his top tips and tricks on selling white-label SAAS to local businesses.
In our previous episode, we caught a glimpse of the promising future Shaun envisions for the agency space. With the vast majority of local businesses now adopting new technologies, agencies have the opportunity to seize the leadership role in helping them with the transition. Now, Shaun shows us how to bring it all together by sharing his playbook for rolling out white-label SAAS to businesses looking for that tech enhancement.
Joe Troyer 1:01
Let's say that I wanted to start offering a new white label service through you know, using Go High Level to run it to all of my clients in one vertical, let's say, you know, for the sake of just an easy niche, I was going after dental, I'm already selling some type of marketing services. So like, what how would you, how would you advise me to start rolling out the that White Label SAAS?
Shaun Clark 1:23
Totally. And I think this is a wonderful question. So the biggest thing I want to get across is don't change anything you're doing. This doesn't, this is additive. It's not, it's not asking anyone to change anything. It's simply it's simply recognizing, and let's go over like the five basic features, I always tell people, it's to a text messaging, Google My Business, Google My Business messaging, reputation management, web chat. And if you get really crazy missed call text back, all of those features are very simple to implement, it takes 15 minutes to turn all of that on. And all you're doing is adding this on to what you are already selling. And so and you get to decide how you want to do it. So for me, when I'm talking to that new dentist, and I realize I'm in a competitive environment, I would use it as the lead off offer and be like, Hey, you know what I know, you've probably talked to agencies before, they probably pitch you all kinds of crazy expensive packages. But you know, we always start with our $300 a month, plan, a software platform that basically in the first week, what I can guarantee you is you're gonna get three leads, you're going to get five star reviews, and you're going to get a higher Google ranking. And by the way, because it's software will give you your first 10 leads for free. And then after the first 10 leads, you can decide whether you want to pay for it. And bam, you just rolled yourself into a $300 a month recurring offer. And then you say after that first week you deliver those 10 leads, it's very easy. You say okay, would you like more? And that's how we now sell that $3,000 a month retainer package because we've built trust at a price the business will always say yes to and how do we give them those free leads? For those people are wondering, it's simple. Do we need to put the web chat widget on the website, you turn on Google My Business messaging overnight, people are coming to the website and they're clicking the chat widget. They're saying, Hey, Mr. dentist, I want a dental appointment. Boom, that's the lead, and because we turn those web chats into SMS conversations. They're not real time web chats, they're actually web chat, SMS conversations, if the dentist takes eight hours to get back to the person, which we wouldn't advise, but it's possible, they'll be able to get back to them because it's via SMS. And so it's super, super low bar to success here. And so for me, that's exactly how I would do it. But we have lots of people who just put it in later on, they say Oh, and by the way, now that you bought the $3,000 package, we also have this amazing software platform that you can that that we offer. And you know, it has the following benefits. So you really can do it any way you want. But the point is, is that inside the platform, we have all the billing tools for you credit card tools for you all that stuff, we make it super easy to do. But the biggest message I want to send is you don't this isn't this isn't about changing your model. It's about adding more revenue to your existing model.
Joe Troyer 4:05
Love it. Yeah, perfect makes makes awesome sense. And yeah, with with those four or five features, it's super easy to deliver on on that, that offer super easy.
Shaun Clark 4:17
Yeah. And you don't need to add. You don't need to, you don't need to go and learn. You know, you don't have to get business manager access. You don't have to learn how to write, copy or choose images and you don't have to do any of that stuff. It's all automatic. And it all just happens. And you know, it's it's pretty simple. In fact, we've an offer of a done for you setup service in house. So we'll say hey, you know, look for $100 we'll actually get on the phone with your client, as your software team and do the setup for you. And all you have to do is to charge $199 setup fee to your client and now you're actually making money on the day.
Joe Troyer 4:48
I love it. Man.
I've seen a lot of people, not a lot of people, but a handful of people leading with giving away go high level or their white labeled version of go high level. And by giving I mean either free or a one time no brainer cost. Can you talk about how you've seen that want for people good, bad, ugly, and different
Shaun Clark 7:02
Terrible Horrible. This is a really bad idea. And that actually is not anybody's fault. So when we first came out with high level, you know, we're really heads down, we're like focusing on, you know, just pounding out the tools, pounding out the features. And, you know, some really smart entrepreneurial people thought, Oh, wait a second, I can just give this away, you know, isn't this a replacement for what people have. And you know, at first that feels really appealing. But the problem is, if you undervalue this software, you ultimately shoot yourself in the foot, because you've given you lose the down sell opportunity, you and you lose the ability to have a revenue model in place, so that if they ever leave your services, that ultimately they're gonna keep this offer, because you've given it to them for free. And I gotta tell you, nobody likes or values free, it's just not a thing. We In fact, we're suspicious of free. If someone says, Hey, here's something that's super valuable for free, you're gonna say way, way, way, that's just not how the world works. Nothing valuable is free. That's, that's the point. And so ultimately, a lot of those people have now stopped doing that, or on their way to very quickly Stop, stop stopping doing that, because they've, what they realized is that they're, they're throwing away that value. And it's so easy. I mean, I can I can point you to people like podium.com calm or birdeye.com or, or thrive, which is my favorite example. Because thrive is the yellow pages, and they are out there white, and they're out there selling SAAS now, and their white labeling. And they're crushing it, they're crushing it, they're just selling these are what these are yellowpages sales guys running around selling three or $4, a month white labeled Visita. And they're having that like 150 million in revenue off the SAAS. So the point is, is this is like so stupidly easy now that as an agency, you just gotta you gotta sell it, and it's just worth so much. And it cuts the churnto nothing.
Joe Troyer 7:20
I love it. So your recommendation is, is to sell like the five campaigns, right? What you talked about are five different levers to pull and guarantee X amount of leads in X amount of time, or they don't pay, and then that leads into that $300 month continuity.
Shaun Clark 9:18
Bingo. You're stacking , value stacking and, you know, I think about it like this, anybody ,and I'm no different as a as a potential target. You know, I always, you know, what do I want, I want work agencies that come sign up for high level. So let's say somebody calls me up tomorrow says, Hey, Shawn, you know what I can get you 100 you know, new free trial signups or whatever it is, you're just gonna have to pay me 3000 bucks a month. Even if that were a good price. I wouldn't be willing to just say, Oh, yeah, no problem, to me. I'm like, that's a lot of money. But if someone walked in my door and said, Hey, listen, here's the deal. I'll tell you what I'm going to. I'm going to give you your first five for free, just to show you that I can do what it is that I'm saying, I can or say, Hey, you know, I'll give you your first five for a very low price just to prove to you and then after that, we're going to go up to this price. I would love that because then I'm like, great. It just makes it easy for me to say yes. And then it makes it easy for you to build trust. And then ultimately, you can just upsell me and then I'll just pay you money forever, because so long as you can deliver. But I think the problem with a lot of agency sales is it's this massive cliff. It's like, Hi, you don't know me. You don't trust me yet. Yes, you see the case studies that I'm giving you, but that's not you, right. And so at this point, I'd really just need you to sign on the dotted line for a $3,000 a month retainer sound good. And I think most people are like, that sounds painful. I think that sounds brutal. Yeah, I think I'm gonna just pass. Let's fix that problem for the agency. Right. Let's make it easy. Yes.
Joe Troyer 10:51
Makes perfect sense, man. I love it.