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let me tell you a harsh truth most new agency  owners don't have a clue how to close clients   efficiently they're fighting an uphill battle  without even realizing because they failed to use   their biggest initial weapon and that is leverage  now my name is Jordan Platt and I'm a seven figure   agency owner I recently launched a brand new  agency though completely from scratch called   Renault reach and I did this in an industry  full of people that are afraid to put their   money where their mouth is so I had enough and I  wanted to show you guys exactly what is possible   in just a small amount of time with this business  model and within four days of this entire YouTube   series you can go and watch it on my channel we  sign up our first client for a thousand dollars   per month fast forward to today I've signed up a  second client by using leverage now to give you   a quick rundown launch this agency a few weeks  ago we didn't have any Niche we didn't leverage   my personal brand no team members no existing  assets that I've created from building a seven   figure agency I wanted to do this as if I was a  complete beginner so I went out there picked a   niche Home Improvements started local in my local  area as you always should when you first start out   we generated 22 leads ultimately this is what  we reached out to through cold calls and email   emails arrange a couple of meetings turned up to  two of them closed one of the clients immediately   on the first call on boarded them delivered  them some pretty exceptional results I may   add in the first 10 days we generated 14 leads for  a home improvement kitchen and bathroom showroom   these leads are worth anything from five thousand  pounds to 25 000 pounds each depending on if they   close them now the client that I've closed has  a 50 close rate on going out for quotes they've   already closed three of those clients which  is absolutely amazing if you want to know the   details of all of that then you can go watch the  series on my Channel or you can click Link in the   description join the free community I've created  what I'm putting out exclusive content around that   series and documenting the rest of it but that's  not the purpose of this video the purpose of this   video today is to talk about how I then leveraged  those initial results those 14 leads hot leads for   this client to then go and sign up the second  client now the second client was actually a   meeting that I had before the first one and in  this meeting the business owner was incredibly   Keeney highlighted the fact that they're not very  busy at the moment okay and they really want to   get new business in I knew they were cautious  though because they're spending a lot of money   on Google ads at the moment with no success and  so my recommendation was to cut off the Google ad   spend redistribute that spend into my Facebook  ad lead generation service instead now this is   how the call ended can you give me 48 hours just  to have a chat because obviously my wife as part   of the business so normally trusts what I say but  it's yeah it's just conversation of of us having   just courtesy obviously yeah just to say you know  clearly Google we're spending we're just throwing   money down the drain with Google at the moment  yeah yeah I just asked one final thing in a high   professional situation you have a conversation  with your wife what is it that your wife could say   that would actually put you off moving forward  with this probably nothing but it is just the   courtesy isn't it so you can see we've got a very  classic excuse here I need to speak to my wife   which normally is [ __ ] but in this instance  the wife is a business partner so I gave him   the benefit of the doubt done a little pushback to  make him aware that I wasn't gonna let him go away   and we arranged the meeting for another day now  on this meeting I turned up but I got ghosted he   had the excuse he texted me that he was out doing  a job it's in an industry Home Improvements where   this does happen I wasn't best pleased but I had  to go to ibifa okay so I went away on holiday had   a good time got back checked the results for  the first client and we'd pretty much tripled   their guarantee in the first 11 or so days we  guaranteed them five quote ready leads within 30   days we generated them like 14 in 11 days so they  were over the moon and I knew instantly that I now   had earned my first piece of Leverage so this on  screen we can see uh this is 10 day results so we   can see we launched these ads actually 11 days  ago now and every single ad that we launched is   performing we've got 14 lead now after speaking to  these leads they are extremely high quality one of   them wants an entire two kitchen and two bathroom  rebuild on like an old Pub which is just like   probably like a 30 40 Grand job which is insane  I'd earned my first piece of Leverage against that   first client because I hit the quick win and  I could only achieve this quick win by under   promising and over delivering so many agencies  make the fundamental mistake of over-promising   and under delivering they think that it's better  for them to say hey I can get you 20 leads because   that's going to entice more people to have  meetings with them than it is to say hey I   can get you five leads they underestimate how much  value companies put into getting new business in   this instance Kitchener bar from showrooms these  leads are worth 5 to 25 Grand if the job closes   so they don't need 20 leads they'll be happy  with five and I recognize that straight away   and I just promised five I knew I could generate  more but I just promised five in my guarantee so   I could under promise and over deliver results and  I could Spike their happiness and never perception   towards our agency and when you gain that initial  leverage that is when you can call favors and   that is when you want to ask for referrals and I  knew the favor that I wanted here and that was to   leverage the results I'd got for that first client  on signing up the second that was on the fence and   wanted to talk to their wife so I called up client  number one we had a catch up anyway they're over   the moon with the results and I said to them and  I explained the situation look I've got another   business in the local area they just specialized  in this they weren't quite conflicting so look I   really want to work with these guys can I leverage  the results I've got for you can I tell them about   the results I generated for you and I know that'll  push them over the line they said yes in a hobby   those are no questions asked because they were  so happy with the results they're generated with   them they even asked me to downscale their ads  they actually asked me to stop spending as much   money on their ads because they couldn't keep  up with the amount of quote requests that are   coming through they physically couldn't go out and  they were worried that people were going to get   disheartened it was going to hurt their brand now  I had a solution to that and that was well instead   of me stopping spending this money what about  we give away some of these to other friends or   competitors in the industry and you can take a cut  of the job so we already had this batch of leaves   they actually agreed that I was able to give one  or two of these leads to the second client so I   could go ahead and sign them up and make it a  complete no-brainer for them so not only did I   triple the guarantee for them they then accepted  that I could leverage those results to sign up   another client and I could even give away some  of the surplus of leads to that second client   to make it a complete no-brainer and none of that  would have been possible if I over promised and   under delivered like 99.9 of agencies do in fact  it wouldn't be possible if I promised a specific   result and just generated that specific result  I could have promised them 15 leads generated   them 15 leads and it would have completely changed  their perspective of the service sure they would   have been happy but they wouldn't have been  ecstatic like they would have been because I   over delivered on their expectations that's a very  key fundamental thing to bear in mind when you're   first starting out so anyway I then called up  the second client I explained to them the results   that I generated for another I said that I had  a couple the hot leads and I wanted to jump on   a call and this is exactly what happened how's it  going you're not too bad yeah good yeah all good   this end did you have a busy week last week or are  you very yeah and over the weekend we'll work the   weekend as well so yeah just catching up really  as much as anything yeah no completely understand   um I'll be joined by your partner today on this  call she's around yeah she's around yeah I can   get I'll get her in a minute she's just a bit  busy at the second yeah that's all right that's   all right no worries I just I just wanted to  make sure that we we I had the chance to have   a conversation with herself as well just to iron  out any kicks but so look what we can do is I mean   first of all if you've got any questions since we  last spoke I was happy to answer them now but I   like the conversation I'm having every single  person I've spoke that's filled in the form so   far has answered their phone maybe 25 of the jobs  are small jobs that wouldn't be worth your time 75   of them are either a whole bathroom or a whole  kitchen well that's I mean yeah definitely the   kitchen uh we're looking at the kitchen really  rather than the bathrooms yeah simply because   there that's more of what I do and bathroom I  don't think there's a lot of money in bathrooms   anymore because everybody can go to they go and  buy it and they just find a local man to fit them   so unless they want to to spend in excess of sort  of 10 12 15 000 pounds and we're putting them on   a job at the moment in the bathroom they're not  interested in other than decorating they're not   interested in anything else so yeah yeah no  I understand the reason why I need these guys   will be getting um some bathroom leading as well  is because the actual ad itself says like is your   kitchen or bathroom looking tired and we have one  creative which is um which is before and after of   a bathroom so we're we're actively going for those  people here um but with you guys we would just do   like a kitchen base creative make sure all of  the ad copy the text was just kitchen focused   so we're not then targeting any of those so the  leads that we're gonna be getting in will be just   kitchen rather than anything for bathroom as well  okay actually specialize in bathrooms more so in   kitchens they they prefer to do bathrooms and  they do the kitchen side so yeah yeah where do   they where are they are they North sprousting yes  sproulston relatively new like only establishment   in the last like three years yeah quite a small  operation but um yeah really booked until the end   of January now so we're kind of that's why we're  in this predicament I'm like we're just great I'm   now I'm now having a conversation with them to  say okay I think it's time to get somebody else   in and then try to get because uh and the owner  it's a great guy but I'm having to convince him   to to go down that path because there's a lot of  opportunity here and um yeah someone's gonna take   it up you know so yeah okay well certainly The  Kitchen Side would be interesting just where do   we go from here and then kind of budgets really  some fees and and yeah how much I'm still I still   have I still feel like the most sensible thing to  do for you guys would be to to redistribute what   you're doing on Google Now I know I understand  you might have a notice period of the current guys   I presume nothing has come up from Google so far  nothing well we might had a bathroom last year and   I think I think Owens was from Google yeah that  was local but it's not enough yeah and somebody   sent me a WhatsApp message the other day who I  don't know who that was um it's just not it's   not working no at all and I mentioned this before  it's because I'm Google we're relying on people   raising their hand and then you showing yourself  to those people we're we're here we're if someone   wakes up in the morning they look at the bathroom  or the kitchen and it's looking a bit tired and   then they see an ad an hour later and they're like  oh this is fate let me let me fill in this form   and contact this company and I had lots of the  conversations I've been having with people as well   and I'm like well I wasn't expecting to find this  on Facebook I feel well I mean I feel extremely   confident that it's going to work but based on the  results that we've already gotten the leads are   there already you know so I I understand it won't  be an immediate um redistribution for Google but   I think that would be a better long-term plan  whatever you're spending on that to give them   notice and whatever because it's just it's just a  complete waste of time for you at the moment what   we would be looking to spend with you is I'd start  you off on a small budget start off with a five   and then our service charge again is 500 pounds  on top of that so you're looking at a thousand   pounds a month for essentially the same service  that we're providing here was exactly the same   service we're just spending a little bit more  in this case we might bring that in now based   on the fact that they're super busy what I might  actually do is keep the ads running on the same   budget and then if any kitchen ones come up  I can Farm them through to you guys if if   happy for me to do so but I'll have a conversation  with them but yeah I mean it kind of goes about   saying I would only be looking forward I'm looking  to put these existing leads in your hand if you   were to work with me on the actual service so  I could I don't just want to hand them over but   I'm I as if you agree and give me the green light  today and we get moving forward with this then I   can literally put you in touch with these leads  today that you can have a conversation with and   go out and do quotes for oh I see okay all right  what do you think man it gives it a shot because   you look quite confident Jordan and you've taken  us I mean I guarantee I have a guarantee that   I'll get you at least five non-time wasted quote  ready leads in the month anyway so that's not a   guarantee you'd get your money back if you if if  you weren't to get that but not not your spend   on Facebook you get my service charge back but  that's not going to happen like this has been   two weeks with these guys and we haven't even  spent 500 yet and we've got the 18 and and out   of them like at least 12 14 of them have been  really good quality so yeah I mean the proof's   in the pudding really so but yeah you've got that  to fall back on worst case scenario yeah I'm very   confident in what you can do which is quite  pleasing because when you're a small business oh yeah for so many people and wasted quite a  bit of money I completely understand that and   I understand your apprehension as well I wouldn't  have been bugging you for the last I've been I've   been I've been on the case for the last week or  so because I've been so excited about the results   we've already been getting I'm like I just you  were you're on the fence so close last time and   I just I just knew that this would this would be  the right thing to do and it will work for you so   when you know it's something you've got something  good then you don't stop following up you know so   you know you make her math feel quite confident  is something that's you know like you say   um you could go for some trepidation  because you've been hit so hard yeah we're happy to go with Jordan I think you are  yeah yeah because we're just not finding time   to do that properly we need more guesswork for  us we need somebody that knows what they're doing   because to be honest I'm a teacher I can't keep  doing the back pedaling all the time I try to have   time and it would be nice to hand it over and go  right can you concentrate on this for us we don't   have time really so there we signed the second  client using leverage from the first client it   is so important that you recognize as an agency  owner the most difficult client to sign is the   first and it really isn't that difficult if you're  willing to put in the work but once you sign up   the first and you sign up a good client you can  leverage those results to get the second and you   leverage those results to get the third and those  to get the fourth and the fifth and the sixth and   the seventh do not be afraid to get intertwined  between your clients do not be afraid to leverage   everything that you're doing you should be proud  of the results that you are generating and it's   not just the proof of the results that you were  generating That Matters to the new clients you're   assigning it's the confidence and the conviction  in your sales call confidence or conviction more   so is one of the most important traits of  any good salesperson or and one of the most   important features of any good sales meeting and  it's something that we don't have in the initial   stages it's something that we earn over time  within our agency I've done this for five years   I can conviction level is here you can't get any  more conviction than I've got when you're first   starting out you're kind of like a little bit  nervous you don't oh I don't really know if the   ads are going to work like I'm not confident  you've got imposter syndrome and all these   kind of things are coming into the way and just  killing your conviction but with every client you   sign okay you earn more conviction points in the  initial stages you have to this you have to   fraud it on your meetings you have to falsify that  confidence because you don't really know in your   heart that you can generate the client results  you know it based on the fact you've seen me   do it and you've seen other people in communities  and so on do it but you don't know it in yourself   you don't know about your personal ability to  go out there and generate results so you have   to fraud that you have to pump yourself up and  you have to recognize that these people need to   feel Confidence from you and so dig in deep and  find that energy from somewhere on your sales   meetings but just know when you get that first  client that conviction is going to come and when   you get conviction on your sales meeting you begin  to rationalize the sale it's impossible ball for   that second client to say no to me physically  impossible because in the first meeting I had   with them they told me that they weren't very  busy at the moment so they identified a need   for their service they identified their concerns  which was that they didn't know whether it would   work and they identified their final objection  that was they needed to speak to their wife so   I knew they were three things that I needed to  overcome here I needed to generate them leads   well there you go I could kill that bird with the  second one which was proving that I could generate   results by leveraging the first and I needed to  speak to their wife and show her what I was doing   as well and it was actually the wife that told  the husband she wanted to move forward with us   but I rationalized it for them in their own heads  and therefore made it a complete no-brainer but   you're not all gonna have the exact same amount  of conviction as I will okay when you've signed   up your first client it's going to give you  a little bit okay you're not gonna be number   ten so what do you do in that situation well it's  simple all you need to do is lay out the numbers   you need to make this even more rational you need  them to see the numbers in front of them so it's   completely undeniable that your service is the  thing that they need in order for them to make   more money let me give you an example so the way  I would handle this I'll be like look I'm a little   bit confused right now like I think we're not  singing off the same hymn sheet so I just want   to dive into the numbers with you so we can get a  clear understanding and be on the same page what   did you say your average value of a customer  is oh it's five thousand dollars Jordan okay   fine and let's say you visited 10 customers okay  you went out to their homes and gave them quotes   how many of those customers would you close oh we  typically close 50 or so okay fine so if you've   visited 10 if you did 10 quotes Okay that's five  clients okay that is 25 000 in revenue and I'm   looking to charge you whatever okay put it down  one thousand so that's 24 000 in operating profit   okay we now then have to take away your cost sure  but you're we're in agreeance on this basis you   would be in an awful lot of return on investment  yeah correct okay get them to accept yes yes keep   them with it are you with me right now say these  kind of affirmations are you with me are you are   you following yes cool fine okay so this is on the  basis of 10 quotes now I've already shown you with   the client that we're working with already that we  have already generated them aged same quotes okay   now let's say for whatever reason okay somebody's  aren't aren't qualified some of them aren't going   to be suitable we've actually found it with this  client at about 75 of them are suitable but let's   just say for whatever reason that only 15 of them  or even 14 of them are qualified okay you would   then close seven clients and you would generate  35 000 to take away our costs you're looking at   34k operating profit so what is it about this  number that we're not clicking on because all   I can see here is a serious amount of return on  investment for you and I would address it like   that go straight in and call them out on their  [ __ ] don't be afraid to do that with clients   I've done that so many times and many times like  when you actually lay it out like this like you   identified that actually there was just an area  of confusion somewhere they were like oh okay   like I didn't know that I was going to be getting  this many leads and so when you draw the numbers   like this it makes it a very rational decision  however client still says no to you at this   point they still have an objection yeah I've been  very confused or you've failed on getting them   emotionally connected people need emotional buying  as well whilst rational will lead with businesses   generally emotions still come into play and with  many business owners they are very emotional you   need to connect with those individuals you need  to make the effort to build rapport throughout the   call you cannot be rude to them okay you can't be  calling them out in a harsh manner okay you need   to be building a relationship through wow now I'm  quite naturally good at that I joke with clients   on the call I keep things nice and light-hearted  I don't use too many jargon terms I don't act too   professional I think that's very important all  those things come into consideration but bear   in mind if you still don't close a client bash  based on rationale you might need to revisit   things from an emotional standpoint and look into  how you can build a little bit of more Rapport now   if you get this all right this is going to set  you so much further ahead than other agencies   out there most agencies scale like this let's say  this is time and this is money most agencies will   have a growth line that looks somewhat like  this now bear in mind there are going to be   ups and downs who will sign clients lose clients  get bad results get good results procrastinate   Etc but for the purpose of this this is how most  agencies are okay but most agencies don't really   understand the power of Leverage I've seen agency  owners with 20 clients that don't leverage any of   their existing assets it's like painful to  look at okay but if you really and you truly   understand how to leverage and how to Leverage  The assets that you create this is going to be   your growth curve you're going to scale so much  quicker than ever I mean hopefully we won't go a   little bit back there we're going to scale so much  quicker than other agencies because all along the   way we gain more moments more areas of Leverage  now these aren't always going to be the same   it's not always going to be existing results as an  agency once you've got great results and you start   leveraging them okay it just kind of becomes the  standard for your company but in the future there   are other things that you can leverage like a big  brand PR okay you might have a following on social   media platforms you might have articles online  you've got case studies these could be video   case studies these could be testimonials from your  clients these are all other areas of Leverage you   have public speaking we have a barrels because  you're doing so well your clients want to shout   about you okay you've got a good commission  structure incentive basis so you've worked on   for your clients to now give you introductions  to their friends and so on and there are so many   different ways that we can leverage different  assets along our journey and it's so important   that you recognize this in the initial stages  before you've even got started because so many   agencies out there and I see this time and time  again treat every new client that they sign as a   new client they never get past that first client  syndrome okay it's like I've got a new client   well I've got some great results well but I'm not  going to put them on my website I can't be asked   I'm not going to answer a video testimony I'm not  can't be asked I'm not going to make the most of   that initial Spike from under promising and over  delivering that initial happiness Spike with my   clients that opportunity is gone they let that  slip and can't count how many times I let that   Spike of Happiness slip from my clients it's one  of the quickest things that you need to recognize   when you sign up every new client where's that  Spike where's that initial over promise how can   I get that okay how can I leverage that and if  you don't recognize that it's going to take you a   long time to scale if you do recognize the power  of Leverage you're going to grow exponentially   quicker than everybody else around you now the  final thing I want to talk about is the leverage   of others when you're starting a business starting  a business is a lonely path and if you're on your   own you're very limited to the time that you have  in the day and therefore the information that you   can learn in that time period whereas if you're  surrounded with a bunch of other people that are   on the same Journey as you you can leverage  their time as well because they're spending   their time learning other things to you it's very  rare that they're going to be spending their time   doing the exact same and that's why as part of  this new agency series I launched a free agency   Community hosted on school this is completely  free and we vet every single person that joins   in so we know that they are serious about this  it's not a Facebook group there is no spam and   we heavily moderate this group we'll ban people  if they post low quality content but we wanted to   create a place that agency owners can go and  hang out with other people that are a little   bit further ahead than them a little bit further  behind so they can leverage each other's time and   knowledge to propel themselves faster and further  forward in their business in their online agency   Journey so if you want to join that Community  click the link in the description now cheers