In Part-1 of the 6 Core Things That an Agency Needs, Joe gives a high-level walk-through of this series of episodes that focuses on the most important things that will help you build a successful agency. Having built and exited multiple agencies, Joe shares his unique perspective on how to build an agency in the most efficient and stress free way possible.
The Niche Cliche
The Perfect Case Study
Joe Troyer 0:40
So let's, let's go ahead and get this thing kicked off. Ultimately, at the end of the day, I think that these are the core six things that you need to not only build a successful agency, but to do it and still have a life and still keep your head and not drive yourself crazy. So if you've already built a successful agency, know that this is for you today, as well. So my last agency that I built, and since exited, thank God I was able to sell, it drove me batshit, crazy, I hated the business that I had built. And so even if you're successful today, I'm going to help you guys go through some exercises today is for you, it's going to help you really make the most of your agency finally, get some leverage and ultimately live a much more simple life that has way less stress on you day to day, because I see way too many people building agencies ask backwards in my opinion, and I myself have have been there and have done that. And I'm really talking to you guys from my lessons after building and buying and acquiring and exiting, being involved with multiple agencies and me being in a position now helping agencies that I have a very unique perspective, I've been there, I've done that multiple times, I still train and help lots of agencies. And so I have a very unique perspective. And I don't say that to brag, I say that because I really do want to help you. And the real reason that I want to help you is I know that if I help you. And you accredit that success to me that you will be a long time customer of mine. And when I make an offer, which is not today, when I do make an offer in the future, because of the value that I've given you guys for free, that you'll jump in, you'll pay me for something like there is no ulterior motive for this besides just that. So I believe looking back on my agency, and multiple agencies, I've been involved with lots of agencies that I've coached with all the customers that we work with on a one to one relationship, that there are like really six things that I feel like I have quite literally shit the bed with, and that I feel like most people are making the same mistake with and you think after building, exiting, buying, training all these different agencies and being involved in such a crazy capacity that I myself would have learned this by now. And to be honest, a bunch of these guys, I haven't learned so well. And these, these are hard truths. Even for me, these are hard pills to swallow. So I'm going to walk you guys through high level, the the six things. And I'm going to try to keep it as vague as possible. So that you guys can see all six, but you also don't make assumptions on the six because you guys know what they say about assumptions, right? Makes an ass out of you. And me, come on, I gotta I gotta get the dad jokes in. Alright, so first things first is I know it's cliche. But guys, we got to pick a niche, we have to pick a niche. The fact of the matter is, is if you're jumping from niche to niche, your team is quite literally cussing you out every single time you bring on a new onboard, right? Because their expectations are different, the keywords are different, right? The output is 10 or 20% Different or 30 or 40% different. And if you're doing that multiple times, think about the stress and the variation that you're putting on your team. Right? It's why factories have preset options. And you can only use those options. They don't customize everything a million times because they know that their error rate would go through the roof. If they did it right, take it for me. I've screwed the pooch on this one quite a few times. Right. So we're gonna walk through picking a niche. Okay, and I'm gonna talk to you guys about what's important to me and why after picking a niche multiple times. Alright, so next up, we're going to talk about what I call the filter. At the end of the day as an agency owner, I don't care if you're uber successful. I don't care if you're doing 10 grand a month or you just got started today. We are all spending way too much time talking with prospects that don't matter. If you've picked a niche, you're well on your way to only talking to the prospects that matter. But you're still probably talking to 70% of the market, when you should only be talking to 20 or 30% of the market. So I want to help you guys build a quick filter in, that you guys can use to right out of the gate, filter somebody out and know if they're a prospect, yes or no. And the goal here is, if you're not talking with a prospect that can buy your service and be the damn good customer for you, that you bait. And what I mean by cut bait is you're like, yeah, thank you. So great to meet, you have a great day. See, right, and you end the conversation on that quickly. Okay, so we got to build in that filter.
Joe Troyer 5:39
Next up, is I want to talk to you guys about packaging and my takeaways of how I build packages and my packages and my service delivery, what I offer, what I include, what I don't is very different than it was when I first got started in this industry, in let's call it 2006 or 2007. Okay, so I'm gonna walk you guys through my takeaways in terms of packaging. And if you're doing your packaging, right, your customer success rate should go through the roof, your customer experience should go through the roof, and your retention with your customers should be very long term. So if it's not any of those things, chances are you probably have a packaging issue. And it could be like a chocolate vegetables issue. And what I mean by that is you got to sell the chocolate, you got to sell what customers want, but you also got to feed them the vegetables, right? Or they're going to be 400 pounds and out of shape. And you're not going to have a very good long term relationship with them. Okay, so next up number four. Now that we've we've went through the niche, the filter the packaging, is we got to work through what I call the perfect case study. And this perfect case study is the thing that does all the heavy lifting after you've picked your niche, you've pushed through people through a filter, you know, the 30% of the market that you should be talking to you show them this case study. And this leads to lay down sales. This is like if you had to perfectly engineer write a sales deck to just put it in front of somebody, a one pager and it would close 90% of the room. This is it. This is that perfect case study. And it has that ability. But most of you guys don't think about your case studies like that. If you have a case study right now, it's probably really frickin boring. If you have customer testimonials right now, frankly, they probably suck and mine have sucked too. Right? It's been like Joe's a really good guy. He knows a lot about SEO. And if you need help, you should talk to Joe. Like that sucks. Like, that doesn't mean anything. So I'm going to teach you guys how to engineer your case studies to be a huge sales tool for you. And this is going to lead to lay down sales, this is going to lead to you being able to step out of the sales position as well a whole lot sooner and being able to pull in other people to run your sales process. So if you've had a problem, handing off sales to salespeople or assistants of virtual assistants, you probably have not picked a niche, you haven't set up your filter, your packaging probably sucks, and you don't have a perfect case study. Step number five, then, as we're going to talk about lead flow. There's lots of ways to get leads, I'm going to talk to you guys about what's worked well for me, what's working in the future, what my concentration is on and kind of my takeaway as I've built again, and been involved in lots of different industries and lots of different agencies, where my head is at today in terms of lead flow. And then finally, Number Six, I'm going to walk you guys through the conversion mechanism. So once we pick the niche, we've been able to filter people out, we know who's the right audience and who's not. We've got our packaging setup, we've got the perfect case study, right? We got the lead flow setup, how do we finally convert them from not knowing us from Adam, to a paid customer without some really long and lengthy sales process? Guys, I convert seven out of 10 people on my one call close. Okay, and I've designed it that way. So I'm going to talk to you guys and walk you guys through how you guys can replicate and how you guys can do the same.