Sophisicated Buyer Discovery Flashcards
So what stuck out to you about that ad/post/etc that made you reach out?
Gotcha, makes sense. I’m definitely down to share with you more about that. Now, everything we do is all customized
So opposed to going through a long laundry list of every little different thing we could do for a potential client and be on here for hours…….what’s probably going to be more appropriate is to
first help me get some context on your business and what you’re trying to do, then based on that I can share with you only the aspects of what we do which would be relevant and useful to you specifically. Does that make sense?
So with that said…what would you say, right now, is the biggest bottleneck in the business? Or at least what’s not working at the level you truly feel like it could be or it should?
need more patients
Hey Name, how’s it going on your side of the world?
lovely, i’m ready to dive in and get started if you are?
Awesome. Do you have a pen and paper handy….something to take notes with?
how did you find out about us?
okay got it- we’ll put a pin in that and circle back to it. Just to get some context here
What are the treatments you’re looking to scale that move the money needle the fastest for you guys?
So say a patient comes in for X treatment - whats the average price of a treatment plan?
So with those treatment plans specifically - what would you classify as a qualified patient?
Got it - anything else? Like you probably want them to be financially qualified too no?
So, if you’re getting patients in your chair who are checking those boxes, how confident are you in your team’s ability to close the sale and get them on a treatment plan?
what are you currently doing now to generate new patients? anything else?
Okay let’s see how well that’s working out for you… in the last 30 days…
what your total ad spend?
How many leads did you generate?
How many first time patients did you get?
How many did you convert onto a treatment plan?
At what price?
How is _____(x number(s) currently affecting the business?
Other than the obvious ones, in what ways does inconsistent lead flow impact the growth for the company and your vision for it overall?
What is this costing the business not having Xmetric up to par?
How is that impacting other areas of your business?
Okay and can I ask you a personal question? How is this affecting your life outside of business?
Given that x does that put you in a tough position with y? How specifically?
When’s the last time you were able to step away from the business and have it continue performing at top-tier? What did you do? Why did that stop?
And how long has ______been like this?
how long has XYZ problem been going on for? What do you think has stopped you from figuring it out so far?
so let’s say you got lucky and did consistently generate patients and you guys made it to [GOAL REV] then. it stopped working… would you know why? Would you have a second proven back up plan?
What have you tried to fix this in the past, if anything?
Before finding us, have you been out there looking for anything else that would give you what you’re wanting here?
What was your experience with what you tried?
What was the difference between what was PROMISED to you, and what actually happened?
If you could go back in time, what do you WISH you would have asked that salesperson before hopping into the program/offer?
What we’ve found is anytime you enroll into something and don’t get the results… it’s 1 of 3 things:
The system taught was ineffective / out of date
What we being taught was good - but there was a lot of difficulty taking very GENERAL information, and actually getting SUPPORT to implement it and execute it successfully for your specific situation
OR - the coach was good, other students were getting results and you didn’t show up.
Which one of those three do you think it was?
getting broke patients 1: So I assume they were calling your leads, booking them in - what qualifying questions were they asking before booking them on your calendar - Credit score, commitment level…?’’
Getting broke patients 2: ‘’And what type of household income were they targeting on the ads was it 6 figures a year and above or?’’’
Not enough patients: ‘’So I assume they were calling your leads, following up, taking prepayment - so what was the average speed to lead, like how quickly would people be called and how many times would they call before giving up?’’
Low show rate: ‘’So I assume they were taking prepayment and had a pre-consult video and confirmation team calling to make sure they showed up so how far in advance would they call to confirm they can make it?”
if they don’t know their numbers: ‘’So I assume they were giving you a detailed report breaking down ROI, cost per lead, show rate, pickup rate… so what did that look like for last month?’’
Do you know the difference between competitor and us? No? Can i provide you with some clarity there?
Okay so first off i just want to say x competitor is great in fact we send referrals to them and them to us all the time. You cant go wrong with them
What they are really is good at is ……..what we focus on is …..
So to be honest if you’re the prior I recommend just hanging up this call and going with them right now as they will be more suited for your needs
Dude, can I just ask you a personal question?
And be honest with me
Earlier you said you’ve been stuck dealing with [list problems in detail] for 3 years now and that’s impacting you [list ways it’s impacting them]… can I ask you a personal question?
Well, and I hate to even ask this, but what if the next 3 years are like the past 3 years? What happens if nothing changes, you don’t find a way to fix this and you stay stuck in the same position you’re in right now?
Got it, I agree. Before we move forward though, can I ask… are you cool with things staying as they are for another 2-3 years? - and the reason I ask is because you’d be surprised at the amount of business owners I speak to that aren’t actually committed to their own growth - so it’d be unfair for me to tell you I can help someone who doesn’t want to help themselves. Know what I mean?
So it’s really important for me that I get that commitment because otherwise we’re wasting our time - you can feed a horse to water but can’t force it to drink the water right?
Earlier you said that you’re barely breaking even factoring in all your overhead and machines that you financed - if you don’t mind me asking how much is coming out per month?
Wow…and let’s look at the last few months specifically, you’ve been paying X amount and how much are you paying yourself personally?
And how many hours do you work every week?
So if we break that down.. - you’re really not even making a full time income and having to work X amount of hours every week and basically sacrificing your personal life?
Can I ask a personal question? And I only ask because I want to set you up for the best possible chance for success here - but what is your runway until you run out of savings or burn out from the amount of hours you’re working?
Now I know this obviously is not the type of month that you want… but could you, and can you sustain this level of lead flow and income…like what would be the runway I guess if nothing changes?
If you don’t hear urgency:
Well that’s kind of interesting, I’m curious..why not just get a job that you like that’s doing something like this?”
Why not just get a job that’s doing something like this that you like? Jobs are cool, they pay you, it’s guaranteed. You don’t have to worry about this extra stuff
I’m curious man, I know you’ve been wanting consistent patient flow for 6 months now
I mean… just so I can see the reasoning behind this, why solve this now?
best interest cost for biz
So as an entrepreneur, we always need to look at every single path right. The difference between successful entrepreneurs and the failed ones is they are able to look at every single path, analyze them, and make decisions based on those said outcomes. So I have to ask as we need to look at this possibility… what happens if the next X months/years are like the last X months/years?
best interest cost for masculine biz owners
And to be clear, I’m asking this for YOU. After taking thousands of these calls, and helping hundreds of med spas, I can tell you the ones that hit 7 Figs opposed to the ones that don’t have a strong WHY.
Business is hard, having a proven acquisition system or not. There’s going to be rough moments, points where you just want to say “fuck this” and throw in the towel. It’s going to be stressful
I want to make sure you’re clear on a strong why so we can fucking bulldoze this. So…what’s the real reason for starting this now as opposed to later?
Logistical Cost: This type of cost question is purely for sophisticated buyers. The use for this type of cost question is because sophisticated business owners doing multi 5-6 figures a month are not in a state of pain where you will get them emotional.
Can I share some thoughts?
Okay and just to give you some context on where these thoughts are coming from, this is from not only scaling our own business to $150,000 / mo, but having also worked with over 100 other medspas helping them do the exact same - some of them even being large name brands such as New you spas.
Now, I don’t say this to weirdly flex, I say this because it’s allowed us to collect one thing: DATA. More data than anyone else has on the market telling us exactly where you should be in your KPIs. And here’s what that data shows:
So looking at your numbers here, most of them are exactly where you want to be. You should give your team a raise That said, where I’m seeing a bleeding bottleneck is your lead to book rate.
Currently, you are sitting at 5%, when the average from what we’ve seen as a minimum should be around 15%. Meaning, without spending a dollar more on ads or marketing, if we just plugged in a dedicated sales team to call the additional leads not booking consults themselves, you’d actually be doing $150k per month vs $100k p/m.
Which ultimately means you’re leaving $50k on the table every, single, month.
What are your thoughts on that?
LAST Attempt Cost
Look, can I be super honest with you?
Are you sure? Because look I know exactly what makes our most successful clients crush it and exactly what you need to do to fix this but it’s probably not gonna be what you want to hear but what you need to hear.
Your vision and your reasons for it aren’t inspiring to me at all (pause)
Look I appreciate you and acknowledge you for ____ (find something here)
But I am NOT inspired by your vision and quite frankly I doN’T know why you do what you do.
And I get what you’re probably thinking - why does that matter?
Here’s why - when you’re doing anything great in life there are literally no guarantees - except for the fact that there’s going to be challenges. There’s going to be roadblocks. There’s going to be problems. That’s the only guarantee you have.
You want to have the body of your dreams - and there’s a reason that despite everyone WANTING that so few people are able to push through and actually get it.
And I will tell you from experience, our best clients who ARE able to push through, they have unreasonable reasons why achieving that is so important.
So let me ask you… is this just a pipe dream for you? Or what are your reasons? What’s really at stake for you here?
(you could even throw in…) it doesn’t matter to me either way, but if we’re going to take you in as a client we need to know that you have those strong reasons to push through and at the first sight of adversity you’re not going to throw in the towel and quit.
GOAL/ desire
Ultimately, what’s the goal here?
What do your monetary goals look like?
What’s the thought process behind that number?
What does that level of income unlock for you?
What are your non monetary goals you want your business to allow you to achieve?
And the reason I’m asking you this is because I don’t just want to help you hit 7 figures and get out from being inside the business. I want your business to be the vehicle that provides the life you really want to live as that’s the whole reason behind why we are doing this in the first place. Otherwise it’s just like cooking an amazing dinner and not eating it. So what is that for you?
Probe 3-4 layers
So if you got to ____, would you just stop there, or what’s next?
Is that gross or net
What’s net?
Probe on pain
Tell me more. What do you mean when you say ___
Why do you say that’s the biggest challenge?
How has that impacted the business specifically?
How else has it impacted the business?
