Transcription
When I saw your growth, I was like, "You're going after software, too. That's that's kind of tough."
We use Try Cookook to build an offer. So, how are they getting customers for their software? We booked seven calls in a day. Right now, I signed clients. They're making Yeah. 60 MS a year. Yeah. Big structure. The cost per call for some of the clients is like 15 bucks.
All right, guys. Today, I have Rome and the we're about to do a client interview, but he started getting into a story, so I was like, you know what? Let's just record and just get started.
Yeah. So let me do it in English that would be easier. So I was saying that I used to live in Montreal 2 years ago and in 2024 I used to go for a school. I was studing in Ottawa but I went there for an internship and I used to always like hang out in old port uh by myself during the winter. I always saw the search GT3. I remember I have like some pictures on my phone two yeah three years ago now. And now we here and now we're gonna have the GT3 next year, you know.
Let's go. Oh wow. By the way, guys, we're going to be also talking some French. So if you guys don't speak French, you just have AI. At least we have AI can translate for you. I think I visited your profile and yeah, I was confused cuz cuz you're French, right? Like you're uh where you where are you from in Fr in France? So, you know, international business. Yeah. American dream. Ottawa is is is is [ __ ] was dope. Okay. Last year. Business management. Okay. Consulture. You do it yourself. There we go. There we go. Okay. I love it. Nice. Nice. So, you started in the program. You're now going after software companies. Right. Let's [ __ ] go. I'll figure out Blue Ocean. Blue Direct. Okay. Like you know what industry do you have insights in? You know you've already start tried starting building a software you succeeded in software okay let me double down so then first things first you put together an offer.
Yeah. So basically what I did is for once I listen what you guys told me to do, especially Brendan to shout out to the boss.
Shout out to Brandon.
Yeah. So basically the very first thing we use try cookook to build an offer and so at first it was more like he was recommending me to create kind of like um orchestrate the sales aspect, you know, because as companies have a lot of demos but not really qualified prospects. So at first I was like, okay, let's build something around that. But I just ended up after the few first calls, everybody was saying to me that the very first pain point was finding more leads and getting more climb. So I said if this is the main pain point and the thing I resolve is kind of like the second or the third why just I pack it all, you know.
So added like a service basically the first step is going to run ads for them. Nobody's running ads on software in France. That's crazy. I did maybe like now 60 or 70 calls since uh April and maybe one or two people run ads and they did it themselves. Nobody like call an agency. Right now I sign clients they're making like 60 Yeah. 60 M a year. Yeah. Big structure. Some of them make a million a year and nobody run ads. Like everybody's doing.
What the [ __ ] So how are they getting customers for their software?
Okay. So uh most of them is going to be referrals because most of the time they build the software in an industry they were in. So for example, real estate, they build this, they have like yeah uh referrals, they use their own network called outbound like cold email and cold calls but the around that like nobody's saying well, we're doing cold calls and cold emails but it's working like everybody is saying that's just like we're getting maybe one or two demos a month thousand and thousand mails saying like nobody really run ads. Interesting.
Okay. So, the reason why when I saw your growth, I was like, "Fuck, you're going after software, too. That's that's kind of tough." The software in the US or in the English speaking market, it bro, it's so competitive. Attention is expensive. What blah blah blah blah blah. Not many people really make it work on software unless they come from the marketing world and they learn to like package offers and make it higher ticket on the front end. Right. Exactly. Software business software. Okay, let me try to like build a funnel. Like typically like a marketing funnel you guys use in info or coaching, whatever, and try to duplicate this for software companies.
And like recently so basically I I just explained this right after but yeah, right now like the cost per call for some of the clients is like 15 15 bucks.
Yeah. For once, like we booked seven calls in a day with like 20 budget, that's [ __ ]
But we just launched the ad so I don't know. Just launching the ads at that low budget with that many, you know. I do I do study a lot of uh guys who are scaling software companies. Who's the guy who built?
You know, I think he has a good playbook. I forgot who he was, but I was listening to this podcast. He has a uh software. I forget what it's about. May it was fr. You know, they were ripping the software guys in the French market. That actually know the playbook in the US English speaking communities. If they figure it out, they're not going to want to go share it back with their peers network, you know, they don't want the competition. Like, yo, let's keep the CAC low cost per lead cost per ment. Chech. Fake. So fake. So how are you selling? So Follow up. Okay. All right. If you control the frame more, like my best friend, they just closed, which is like infinitely more. What they were doing is they would get a prospect on a sales call and they would be like, "Okay, so okay." And then like, you know what I'm struggling with? And then they would go into, "Okay, so system AI, we're going build a coding agent or system for you, blah blah blah. Run ads." "I don't have money." Or, "Okay, I got to think about it." Right. Cost per book calls is cheap, you know, it's nothing you guys have to spend in the discovery process. And what I mean, bro, straight up of course. And then the offer, the frame is different. They had agreement. So, he just closed just yesterday. I use the pitch. Okay, I'll pay full. Let's go. In sales is that oh, I have to speak with my spouse. I have need testimonial. It's more so that the person is trying to find reasons to say no. That it's like it's that you haven't pulled enough pain from them and made them want to make a decision today. Okay. How long have you been trying to do cold email? You know, you're getting five, 10 appointments a month. And it's like, okay, how long do you want? "I want to change right now. I want to change right now." Okay. Oh my god, I hate that [ __ ] I would pitch 7K, 7.5. Let them say, "Okay, I can't afford that," or "Can I?" blah blah blah blah blah. And then from there, just say, "Start today. You can pay 50% up front and then you can pay 50% later." The most powerful lever to get someone to make a decision is actually taking something away.
It's not offering them more value. Like adding more. Oh, I'm going to do this. Oh, I'm going to do this. Oh, I'm going to do more of this. Oh, the guarantee, blah blah blah. That doesn't really sell people. Like saying, "Hey, I'm going to give you this great deal, but I'm going to take it away after today." M. But to you know, you manufacture urgency and scarcity and you get to decide when people do business with you. Discovery. Next level. My way. But these guys, especially if they're already making money, so they're going to like just be like, "Why? You know, I'll figure it out." Blah blah blah blah blah. That's capped in 24, 48 hours. Frames. Okay, you can we are capped in a cohort and we're closing it. If you sign up today, you can pay 50% now, 50% later. It comes down to live, right? It's not you're making less money. No, but you got to get used to it. You got to get sold on. You got to be closed, bro. You got to close yourself, too. That's the thing. It's like, imagine, I'm not [ __ ] around. You booked a call. Why the [ __ ] did you book a call, bro? [ __ ] mail, bro. I'm building my own thing and I already invested this much money, so I'm trying to recover from that and pay it off. No, we can end this call today right now. Right. May you got to control sales. You have to be more sold on your own thing on the fact that you can help me more than than you're trying to sell me. If you don't have conviction, bro, you're not going to close anyone. The way you get conviction too, which is counterintuitive, you know, deliver fail on 50% and then the other 50% you win. You acquire insights, you just go back with more conviction. Like, okay, you have the best results to then get more customers and then slowly deliver one client, two, three new clients a month. Bro, it's going to take you years to get good. I would guarantee you your number one bottleneck is the fact that you yourself just close a [ __ ] deal to set bigger goals now, right? You just hit your first 10k a month, right? Okay. How many Um, let's go. Do you how frequently do you reach out to the leads? You had 150 leads, 20% on book. You close three clients lead in your pipeline. What happens to those? Like how what's the frequency you re-engage them? Yo guys, what the [ __ ] You guys are Let's go. Fore system. Wow. Going to either be the legion funnel ads. That's it. Once you hit a certain threshold of calls, then we can work your leads and then retain them. Build and release the legion infrastructure, retain them on like, "Hey, we'll help you close more of these deals," or etc., etc. on the sales live that you just onboarded. Get them to call all the 300 leads you have a book in the next 10 days. Wow. VA. Let me know what script you have for them. Oh my god, bro. I've never really had dialers for my company conversion rate or booking rate or whatever. Oh my god. Okay. So, okay. So, you put together the offer that mean you know your funnel together. Uh, you recorded the VSSL. Uh, you launch ads spend. What's your budget per day?
Right now, it's like between 100 and 150 a day.
No. No. No. No. Okay. Well, I don't want them feeling like, okay, [ __ ] I got to spend a hundred bucks a day to begin with. No. Okay. Per day. How many leads were you getting on that uh in your market?
Let me tell you. So, yeah. April the budget was like 20 a day. I was like, yeah, 80 leads. So the cost probably was seven, eight euros.
11 calls booked and two call to to close on that. But yeah, the the very first campaign I was like 25, 30 euro per lead, but the ad was like they were terrible to be honest. Like uh, you know, I had everything to to learn. So uh, that was pretty [ __ ] But in the end, you know, I just uh followed the instructions like uh, especially Brendan was all the time helping me with, "Okay, maybe you should try this angle, you should do this, you should do do that." And after also me understanding more the market and getting more feedback. This is what make the like the ads right now crushing and also I'm using the same uh format all the time that I've seen not really many people doing this. So if you want me to to show you. So basically the inspiration is uh I think it's a guy you guys worked with in the past. It's Gian Bernard.
I don't know if you know this guy. So yeah, he he was doing like, you know, kind of it's HTML page with like the, you know, the arguments of your ads and um, so basically I do this and I just record myself and you know, read a script and this is like, yeah, I get it like five, six% CTR right now. Wow.
So, it's Yeah, it's not that it's like like black screen like you have the dock and then you also have yourself.
Yeah. So basically landing page. Okay. Okay. Let's go. So shout out to Clo. So basically, yeah, this is the kind of ads that's crushing. I think I got like a 10% CTR on this one.
Wow.
So basically, see there's like this kind of page and only VSL.
Now everybody's going to copy me so that's you know.
If you get people copy that's because you're doing good. Don't worry. People always.
What? Okay, nice. Okay. Long like form video educational talk about the problem showcase the insights make the offer. Okay, nice. Yeah. Okay. Shiny object. Masterf info offers. Account. Wow. Fore focus on. Okay. Perfect. Ads. Fore. Okay. Nice. No, no, no. Revenue. I need to know like I need some urgency.
Yes, sir. Yes, sir. So, yeah, the goal is uh by December is making 50K per month consistently. I was aiming at 20K for July. So, yeah, I'm pretty confident I can do this. So just need to spend more ads price a little bit higher and yeah, not be not be scared to spend more on on ads. That's honestly the thing. I mean like yeah, I have also some recurring from current clients, but it's not something like 1.5, 2K.
So but still like yeah, can live with that.
That's that works. Correct. So de when you're starting out like it's fine to not charge crazy amounts of prices. The moment that you truly want to be aggressive and grow, you're going to need more money from your customers to reinvest in growth. Delivery is a bit tough because you're in the back end cooking integrators. Good. Okay. Wow. You don't see you don't because you you once you're at scale you realize how important you as a founder's attention is important. Okay, I'll explain. GHL and I had to figure out their VSSL and I had to figure out their ads. I would probably cap at like 50k, 60k, 70k a month, right? But and not necessarily because I can't onboard more clients and support them. Focused on making more money or getting better at making money or getting better at doing the things that make us more money, more content, more attention. So when you wake up and you have to like, oh [ __ ] I have to script this VSSL for this client. Maybe you still have AI AI. It's going to need context. Hey, take this transcript from this call from this call. Offer. Who's their customer list? Most of the energy and the focus of that day. You can only do big one big creative project per day. And then it compounds whenever you start building the infrastructure. Then more problems come up after is worth 100 grand a month. If it's worth 100 grand a month and you spend time trying to integrate a CRM or like an upload ads on Meta or do this, bro, you're still you're it's not worth much. It's not worth your time. I was doing an outreach agency mindset. You cap at like I was charging the same prices like holy [ __ ] bro, I'm capped maxed out. There's no leverage, bro. Just shut it all down. I'm just going to charge more money. I'm going to give you the systemachva. I never have to talk to VAS. The only thing build the offer. I had more context than anybody else on my team. Growth consultant had depth. System hiring training vetting placing on the time giving them profiles. Point of contact and you can just focus on strategy outreach playbook and place the VA. You know when you're doing like 10k, 20k a month consistently and you've like you're like, "Okay, I know the system to deliver." Remove yourself from day one. P your new job becomes content, ads, sales calls.
That will e if you're not doing content, it's going to it's going to double your close rate.
Right? For example, you created a series of videos, email sequence, whatever email. Why? Exactly. Fake. Money follows attention. The things that are truly getting attention, right? Like I can probably we could have just had a chat and I could have probably wrote wrote about it. The thing that gets people's attention is things that are truly inherently valuable. Things that took time for you to create. Fake. You have to make put 30 minutes. The habit that I never forget doing is send it to my pipeline. I don't care if they don't care if they convert. I want to be on their mind. Mhm.
Did your life in your pipeline that you've already paid for? How much do you think they have access to in their credit cards? How much money do you think they have saved? How much money do you think the cars they own is are worth? How much money do you think they they could ask their family, whatever the Mandela Bank? You probably have access to legitim when you when you start thinking about they have your money and you got to go get it. You're not going to leave it up to a [ __ ] automated sequence, bro. [ __ ] that. Hey guys, this is what I thought about today and I thought about you. I was funnel hacking your competitors. Let's talk. The next day you're like, "Hey guys," and it just literally made me more money. It would also work for your software. Bro, all money is made in the followup. Okay, I'll tell you I'll tell you some. So, I've always been you know in my pipeline, whatever I don't know. Okay, a better example to tell you what follow-ups looks like. I would send emails every day, right? That was one. What I did was I just said, you know, in one call and explain to them what we do, what we happen, blah blah blah. Update them on everything. A web is really just a nurturing event with an offer, right? Show up and I had been stuck there by the way. I was like, bro, you know, good decently priced offer, 5 to 8k, 10, 9k. I had everything right. Generated an extra 50k, 80k in cash tough, right? So I was like, [ __ ] how the [ __ ] do I make how the [ __ ] do I scale past 100k per month? And what I did was I put them on an event. I mean, there just been in a pipeline sitting there, a nurturing event in the meantime. Oh, in cash don't close right away. As long at the moment you become a lead, you are going to be a customer. How much energy am I going to put into driving you to wanting to buy sooner rather than later?
Okay. For broch. Okay. That's fine, bro. You're good. Actually, I'd be so surprised. Master Tracker like some the market is too good. Not improved in a leverage way. When you're one to one, it feels like you want to sell, you have to sell them. You know, you don't have authority. On a webinar, I want three people to sign up with me. I sign up. Put a deposit and I'll speak with you. If you don't, thank you guys. Bye-bye. Offer a bonus, bro. That's like if you sign up today, Cook with Serge. Oh my god, it's the best way to just become so much more profitable. System. School speak. Booking. If you had let's say like you put the baseline at 5K uh like bro, your entire business would look something. You would have like a cash printing machine, right?
Right. Fake uh major, you know, but it's also going to come from, you know, this once you've gotten your first clients, a few results and and blah blah blah. Then you're going to be. That's crazy. Whoa. Okay. Nice. Landing page. Ticket. I just say the chase the path of less friction. Come on. Doesn't make sense. All right. Nice. Let's go. Let's go. More energy in your funnel. I need setter.
I need an event. Do one big event, push it, get them registering for that event. Give them value. Then give them an offer they can't say no to. An offer that ends in 24, 48 hours. Um, I like to call it like energy, right? So the purchase is here. Like what's going to get them to really want to make a decision and go through uh that like it takes so much effort to push someone over the over the edge. You do everything you can. You do it all. You do content every day.
You do one event. Clean the pipeline. That would be one. You're going to need a price increase. So just put you just can't lead is like 11 bucks and like 50 bucks per call. There's nothing that gives you courage. Come spend a thousand bucks and make 10 grand. Spend 10 grand, make a make 50, 100 grand. So when you have like five me 5x this 10x, bro, you're going to be you're going to want to grow. You're going to want. Whoa. What's going on? This is crazy, right? Energy in the funnel uh price increase and the last thing is just have urgency. You know, the French market right now, it's is ripe, you know, they don't have any real good infrastructures mechanism. So you have an opportunity of a lifetime. Opportunities don't last forever. It's not that I'm better. It's not that I'm smarter. It's not that I have some I know things that others don't. If I find something that works, I'm going to go when I hit an offer that works, I make a million. Oh, I did we did 50k, 100k this week. Oh, no. Can we do 3 million a month? I'm like, I'm gonna set a goal so big that I'm like, I don't know how I'm going to get there, right? Okay, I'm not going to you want to get to 50K a month. You're not going to get to 50K a month like in your with your infrastructure business set for 50K. Let's go for 100K a month.
100K a month in your business. You can't do it right now. What? You're going to have what 50 clients, 30 clients. So that from first principles thinking is just not doable. Okay. So what would have to change for me to make it inevitable for me not to hit 100K per month? I need a better offer, higher ticket cash collected upfront, increase LTV, whatever. I need people to convert sooner. So your cash conversion cycle needs to go from I want it in three weeks to do a recoup your money back sooner rather than later. You got to have a zero to 30 days. How do you do that? Just have more conversion events, more conversion energy, more conversion mechanisms in your funnel. And then last piece is remove yourself from anything that does not make money.
Cuz your time is capped. You're capped by time. You're capped by the amount of energy, sales, energy in your funnel, and you're capped by price. At least to get to 100K per month. To hit 100K a month, I had to remove myself from even selling. I had to remove myself from fulfillment. I had a high ticket enough price to be able to pay someone to fulfill and to pay a closer and everybody was happy getting rich. Uh, and I was just content and building the sales team, the appointment setting team. Okay, bro. That's it.
Wow. That would keep you from hitting it in a few months. Like what are you doing? Well, no. Bro, lack of urgency. Your life has changed. You're no longer You're no longer a regular human. It's well, what I mean, you're no longer a regular human. You're no longer bound to time for money. Fake, oh, you know, bus, you know, I spend money on ads and who what the [ __ ] I'm I'm chilling. You know, get it hit their first 10k a month, 20k a month and life life is sweet because your life truly, especially now that you're you're technically running a oneman show, your own margin, you can have anything you want.
Not the GT3.
Not the GT3. Not the GT3. But you know, you can you can. It's almost like most people's goal is like 10k per month, right?
Hitting it is so hard, bro. You hit it fast. You hit it fast. You've tried You've tried to make it work for years.
Yeah. It took me It took me three years of Exactly. So, so when you hit it first, it's like, bro, wow. The biggest mistake is that people then think that they can use the same level of activity to
That got them there that it's going to grow. No, no, no, no. To go from 10k to 30k a month requires you 10 times more work. If you compound inputs, you're actually going to make less money.
I mean like literally like literally you saw like you closed 11K and the next month you made less money. The you don't maintain, you have to do more than the previous month if you want to even stay at the same level. So you have to have the urgency and you have to set bigger goals. What you think the inputs required are like the moment I hit 10k a month I wanted to do 50k, 25k a month. Oh, linear growth. How do I do 10 times more? How easy you end up realizing how to do it? Just set better goals. Set bigger goals. Action activity. Grant Cardona 10x 10x 10x levels of activity. You do so much, bro. What the [ __ ] is this guy doing? Is what keeps people from. They've been like making 20k, 30k a month, bro, for like five, six years. Business. They were already making that kind of money. Like you make 15 mil. I want to win now. Life is short.
Nothing is guaranteed. I could You could lose any day. Anthropic going to release an AI that [ __ ] runs their VSSL funnels, bro. Then you're going to do what the [ __ ] software. No, bro. You're cooked. So 50K per month. Don't try to think that it's just about increasing ad spend. It's more about doing what happens once the lead comes in. It's efficiency, effectiveness. Just increase ads. Meta gets richer.
When it comes to delete, they're not buying fake. It's more about sales, you know.
Exact. Exactly. Group school for you with you. Build. What playbook? So what ads work, what offers work, what the funnel looks like, how do you increase efficiency and conversion software? Um, you can play it gets good results. It's predictable. I would go to selling build and release build and release of the infrastructure program, whatever on the front end.
You retain only clients that are worth your time. Fore on software though, guys, right? Mr. Come on. Front end increase your price. Back end charge low enough that they never churn to manage someone's ads and just have AI manage it all. That business is way more valuable than even a company making 5 million a year. It never stops. Just collect more money. Actually, like don't even say I'm going to be a service provider on the back end. Just say I'll bill it. I'll you own it. You never have to pay me anything again. Um, those who are good, retain them on the back end. Cash profitable. Back never cancels. You can build more products. You can sell to can sell to a bigger market, a bigger time. You know how many are there that are actually good product market fit offer and then we build your acquisition software companies market fit. Ah, I'm just going to guess it launch offer. I'll help you with Claude build your app and I'll help you get product market fit and I'll also help you launch it with acquisition. You could go to market strategy. Data. What? Wow. What I would uh of course right now focus with guys with money. Don't try to go sell to PMF. Go to market valid messaging, the product market fit. Okay. You get the course, you get the system and you get the agent when you're ready. We uh hey, you implemented yourself. It's not it's not what's so I just really research truth engine.
Truth engine. Let's go. Traffic offer. Wow. Just find me a cold traffic offer. We cook, you know.
Let's go. That's so good. That's crazy. I think that would be good to be sick. Cool. On the back end, right? Okay, I'll show you real quick. Don't in one go in one place. Offer at all times. Go figure out what their GHL looks like, what their this looks like, what their, you know, whatever everything that's happening. Um, SDR connect as a one person company. It doesn't know it doesn't know everything about your clients who they are and knowledge everything then chat and then just have your agent be like, you know, when clients get a check-in call. I know what's happening. Save and then uh all the agents work actually happens work communication and communication happens on Discord or Slack. So if taking all the context from from that happen is there have agents live there and whenever I need something done for a client I just say, okay, feature scale to build ads, whatever. Okay, prove this. In fact, Brandon make decisions on their business. If AI has their entire context, their brain right now, agents have access to everything that they they buy, they purchase, everything is kind of like saved here. Piece of brain is connected to everything. Fake. So fake. What this means is
And I can now just have agents work on their assets, you know, have to figure everything out myself, right? Agents on communication platform. Agents. One person 10 mill, bro. No, no, no. Just talk about clog this. Where the world is going, bro. The future is digital labor. You're not going to hire humans.
You know, it's crazy. It's good for people who are knowledge worker. We have expertise. [ __ ] all. They're [ __ ] cuz you're not going to imagine a world infinite amount of agents. You're not going to compete with me. I don't mind. It doesn't cost me much. It's just compute and inference cost. Truth fake. So the future, you know, I really went all in on this. I do believe that like we can figure it out because you know, the landscape changes so fast. I think the first cook was like the infrastructure say the research the truth engine asset building like, okay, actually that layer should not have even existed for the user. Okay. How do you then operate a business using the truth using the all the tools and the features to be able to build and fulfill Google Drive? It's going to be [ __ ] insane. You can offer more services. You can be like, "I'll I'll take over more stuff." When you give AI the truth, it can do magic. I mean, let's go. Let's go. Rest is history. Okay. So, when you hit your 50K a month in cash, you got to lock in. I I'll put together. I'll help you put together a little webby presentation. Offer. Let me take care of that. I got you in, you know, let's meet up. What? Leads by no Amed. Ahmed.
Ahmed. Well, leads by Amad. But let's go.
All right. Pleasure, bro. Take care. Bye-bye.