Blake Beus 0:00 All right, leads like you were you're talking about, I don't know, a new way to do leads or leads or a new way to at least look at leads. Yeah, so Greg Marshall 0:09 I actually got the inspiration from listen to a podcast yesterday, which I respect, so shout out to perpetual traffic. But basically what they were discussing a case study that they did where I was like, that makes sense, because lead generation, sometimes can be challenging to do for companies, because of the quality of the lead. Okay, right. So you can get a whole bunch of leads, but then they're like, well, these leads aren't very qualified, or they're just kind of looky loos. And that's like, the nightmare of every business owner is to just generate a bunch of like, people that actually are not qualified. And so what they had discussed was because they were in a highly competitive industry, and everyone is offering the same thing, right, like a free consultation, or a free, whatever. Uh, huh. What it was doing was it was attracting and training the audience to get this free offer, it's kind of like not really commit. So what they did is they changed it to where they renamed the offer, and actually added more to it. So instead of just like a free consultation, they gave it a name where it was like a, I think they call it an integrative wellness plan, okay. And what it was was a multitude of things to give them a full plan, right? Not just like, we'll just take a look at you and see what's wrong. Blake Beus 1:31 So it was a free consultation, right? Yep. But now, it's which the consultation, to be honest, is almost always some sort of a sales call it which is fine doesn't mean like, it's a high pressure sales type thing. But it's like, hey, we want to make we want to see if we're a good fit for one another. And here's what here's whatever. But everybody calls that a consultation. Yep. So that still that still exists. And, but this is the consultation called plus, which is more than a plan, it actually maps out like, we're gonna look at this, this, this and that, versus coming for a free consultation, and they gave it a name like, they named it the packet. Greg Marshall 2:10 And I don't think it's 100% Prep, I think they said something like the integrative wellness plan or something like that, right. But then they went one step further, what they did was actually charged for it. And they said, instead of it being free, it's $9, to get to get it going now, to actually do it. And they actually found, they tested the free consultation to that, they actually noticed they had an uptake of like phone calls and actions on the site, people purchasing. And the type of person that was actually coming in, was more like ready to go. So they're just like, well, here's my $99. And we'll go ahead and, you know, move forward. And let's see what this plan is about. And then they were more open to purchasing. Right, right, versus the other one, they said they kept running into the problem of the show rate was really bad with the free consultation, right? Because there's no commitment, right? $100, you will show up. And then the other thing was the person that came in for the free consultation versus the integrative approach, they typically had a bad taste in their mouth, because they just felt like they've come in for this free consultation, and they would do a bait and switch. Blake Beus 3:20 Right. So they felt bait and switch. And honestly, it's like, kind of keeping a finger on the pulse of people out there, your your customers out there. And And if people are starting to feel like these free consultation calls are just a bait and switch. They're starting to look at you or even the industry as a whole kind of like used car salesmen that I was just driving down the road and it said, you know, get into your car for 77 cents. Yep. You know, and everybody knows. That's stupid. Yeah, yeah, exactly. So so they started charging for it, they charge $99 They added more things to it. The consultation call had a purpose. Now, were they trying to make that $99 purchase their profit leader, or profit a lot like loss leader or just, they weren't trying to necessarily make that profitable? No, no, they were just using it to qualify leads. Correct. So if they lost money on the $99 care, they didn't care because you're still looking at cost per lead. Correct. As opposed to I need to make this ad profitable. Exactly. Exactly. I love that shift in mentality. And sometimes that's all we really need. I worked with a company A while ago that they were thrilled if they got a qualified lead at $150 a lead. Yep. And I know some people aren't $150 A lead but these this company had a service that was started at $1,200 a month. Okay. And the service was great. And once people signed up, they were with them for years and years and years. Yep. So $150 lead was was for qualified leads was very, very, very profitable for them. And but if ...
