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Website Discovery Workshop
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hey welcome everybody Welcome to the agency Discovery blueprint My Hope in this Workshop is to give you all the actionable strategies we use in our agency to be able to execute Discovery ultimately to be able to close more deals and more higher value deals okay so for those of you that do not know me I'll spend a few minutes a minute telling you a little bit about me but first off I want to let you know why this blueprint at the end of the day I know that there are a lot of agency owners out there that do some sort of Discovery they usually do it for free a lot of agencies do not do any sort of Discovery at all and I want to let you know that if you follow this blueprint you will be able to get paid and close more higher value deals right so no matter how many leads come into your agency whether it's a couple of dozen or just a few the idea is you want to close as many of them as possible and it's important to do that by delivering value by building trust and demonstrating your expertise we built my robotic in a similar manner to be able to deliver value in that strategy call and establish some Authority and build some trust and show them that you can do what you're talking about and in a similar way Discovery is just an extension of that model okay so my hope here is that once you know how to do this or if you already know how to do this by following some of the tactics and strategies here you'll not only be able to close more deals but close higher value deals by asking the right questions and following the right sequences to also making sure that you minimize things like scope creep and budget creep which ultimately lead to disappointments right so oftentimes we'll see in many of the Facebook groups that we're in that someone says something like hey this project went on too long or we under bid this and one of the benefits of an effective Discovery is also to minimize that and we'll cover that in a minute so the common sales problems that I had earlier on my agency that maybe some of you can relate with is that someone calls you or sends an email and then ultimately you jump on some sales calls and you realize you're just dealing with the tire kicker someone who is interested in figuring out how much it cost to build a project but really they're not looking to work with you you're treated as a commodity where they look at you and say something like hey look you're charging ten thousand or five thousand for this but I realized if I use Wix or Squarespace or this offshore company that I can get it for a fraction of that price and then you have other other projects where you think that you're going to close the deal because everything looks good and then you realize they come back to you and say something like hey no I only can afford 50 of what you actually quoted and there's no way to fill that Gap you've spent hours in sales prep what it looked like for me before was before we built Marvel bought it was I jump on a call people would give me a little bit of information I would then go and do a bunch of audits from different places I'd ask them a lot of questions we'd even do some research on how to code it what plugins to use and then we'd bring all of that and then present it to them and then realize sometimes we'd win the deal and other times we wouldn't and a lot of hours were spent and we did that work for free and ultimately I hate selling I'm not big on using these sales tactics and so I needed to find a way to add value in the process and I just struggled with that and that led to me having low close rates so I want to give credit where it's due I run a very successful agency here in Phoenix I've learned along the way from many different people so what I'm sharing with you is this discovery process that I initially learned from a group called you gurus led by Brent and then I learned some other things from Troy Dean and the agency Mavericks now which used to be called WP elevation maybe seven years ago I learned a few things and I took that and adapted it what I'm going to share with you here is my version of that obviously take whatever you can applied to your agency model because you'll see here that Discovery for example for maybe a five thousand dollar brochure site may be different from not maybe will be different from maybe a twenty thousand dollar sales and marketing brochure side or a thirty thousand dollar web application or a thirty thousand dollar e-commerce site or a ten thousand dollar e-commerce site if that's what you build the reason I share the slide is just to let you know that like many of you I started out somewhere and I've had the opportunity to work with Mom and Pop companies all the way to large National non-profits and Fortune 500 companies or Google partner have great reviews all of that type of stuff the point is anything I'm teaching here today is not theoretical it's what we apply in our agency today and it works today I sold my first website for 400-ish dollars over 20 years ago since then my agency has been able to close millions of dollars all kinds of deals from 10 to multi six figure deals and along the way I've adapted this discovery process to work with no matter who I'm working for so it doesn't matter where you are in your business or the type of companies you work for my hope is the framework I'm giving you today will be something that you can put in place to to to leverage and effectively close more deals with whoever you work with Okay so it's really important not to hear what I'm saying and say oh we don't charge this or we don't work with those type of companies at the end of the day you have to figure out what works best in your agency and for the type of customers you work with so what should you expect from this presentation I'm going to give you a quick overview of What discovery is our Blog has like a 5 000 word Discovery blog so if you want to spend more time learning that at a slower Pace check that out but I'll be covering What discovery is I'll be talking to you about the benefits of Discovery especially paid obviously if you do free Discovery that's totally fine I'll be making my case as to why I believe you should be charging for it and why Discovery is even more important this year than it's ever been in the history of web agencies in my opinion especially with the ongoing growth of AI and its impact on our industry I'll be talking to you about the meeting structures and how I do that the questions I ask for those of you that took action and jumped on there was something that I was looking to build into a paid resource with this Workshop but because you took the time to invest in yourself I will be providing you with a Word document with 100 or so questions all by category that we've put together over the years and I'll give you some of the emails I used to position Discovery and one for just a basic side and one for an Ecom site so you can see the difference of how I position that as well as some insights to what we put together as so in our Solutions presentation as a deliverable and then we'll go through a live q a all right I speak fast please feel free to tell me to slow down if needed again I want to condense this into as much actionable points as I can as well as removing the fluff so I'll just be sticking to what what I believe you guys need right now okay so what is Discovery for me I believe Discovery is a series of Consulting questions where we can map out the specific needs of a client or Prospect to a project deliverable when I speak to our clients or potential prospects I tell them they get to benefit from 20 years of experience of me building successful businesses online oftentimes I tell the people that I'm working with is they're paying for what's in my head and not the type of coding or design work we do that is part of what they see but really it's me being able to map out their challenges to a solution and I'll walk you through how we do that in the framework we use and ultimately the big thing here is we believe in investing time to analyze the goals and challenges of the organization or business we're working with to develop a solution to their problem that drives growth okay so this is really important because many times people are that when I teach this or share this with either our prospects or customers or other agency owners they're asking things like hey Cliff how do we take this down instead of four meetings to three years sort of three meetings to one or how can we avoid it the reality is in our agency we charge based on the value we can deliver and the reason we can deliver value is because we're able to ask the right questions to the right type of businesses and then get those answers and then deliver a value that can solve that solution think about it this way each of you have a business right you've worked hard you've learned how to develop code or design or put multiple aspects of Consulting together to solve a business problem if anyone were to come in and say to you hey look in an hour I can change your business do you really think they could do that probably not right because within an hour it's going to be really hard for them to understand your business model who you serve how you serve them what which of your services are most profitable and easiest to execute things like that once people know those type of things about your business then they can effectively put together a solution likewise you for your prospects and your existing customers okay so does your sales process look something like this mine used to look like this to Circle 2015. generate lead I'd be like yes I'd jump on the sales call maybe one or two more and then after that I'll get a little bit information do my leg work put together a proposal send off a proposal cross my fingers and hope that I see a notification from my proposal app that they've signed it and if not I'm just going to set up a call or an email to follow up sometimes they ghost me if your process looks something like this I highly recommend you you change that up I have another training inside my robotic called the V4 agency sales framework where I talk about that I'm only putting this in place so that you understand the context of how we present Discovery so our pre-sales qualification process ensures that I speak to the right people who one can generally afford to pay me that I can help and that ultimately are going to understand the importance of Discovery I do that by putting them through an intake form and asking them questions like what problem are they trying to fix what's it costing their business this way I can understand that they're looking to solve a bigger problem than just build a website because building a website usually is just a remedy to a bigger problem that they have which is we need more leads or we need automation or we need better sales and marketing resource for a company to grow whatever that is I want to ask questions so that when we get 10 or so or 100 or so leads coming into our pipeline or recorder that I'm only speaking to the 20 25 of those that I know I can help the others I'm usually passing them on or letting them obviously find another solution for their business so once I get on that sales call before we get into Discovery I'm usually doing some research understanding who they are doing a couple of audits presenting some value to them so the so my sales call Strat I don't call it a sales call my strategy call outline is about 60 seconds to meet and greet and set an agenda another minute or two telling them about us just the results we offer what they can expect with working with us asking them some questions I then go through presenting some value through showing them insights we've identified from our audits I address any objections they have about what next steps look like and then I tell them look I hope you enjoyed the strategy call in the last 30 minutes or 25 minutes the next step is really doing a deep dive into your business the big thing that I want you to take away from this is that what would it look like if you could present Discovery in a manner like this if you could tell your potential prospects or customers hey what would it look like if you got an actionable blueprint that would grow your business by 20 or 30 percent in the next 12 months what would that mean for your business would what would that be worth to you our in-depth Discovery process does exactly that I want to pause here because most people don't look at Discovery in this perspective whatever the outcome is let's just say you do a web application or it's e-commerce if it's e-commerce something like this may matter and work if it's a brochure website I want to challenge you that by following again best practices is of conversion optimization meaning just building your website design to convert more visitors into customers doing on-page SEO helping them with their GBP a lot of the things that we put in place with my robot right you really can help a business at least grow their business by 20 30 from their online growth or Revenue so think about positioning it that way because once you can come in to the mindset of hey when I position Discovery it's really an investment for that business you can easily you can much easier communicate that with confidence to your prospect so that they can with confidence sign up and pay for that or do it for free depending on which way you go so this is really a mindset that you need to have which is it's an investment once you believe it and are able to present it in that manner it is very important for your client or Prospect to also have that same mindset going into it so once I'm done with my strategy call now we're diving right into to Discovery for us it's a paid Discovery okay so I'm not going to go through this verbatim but really this is what I'm saying to them right like Discovery gives us the ability to have a clear understanding of our clients projects needs and goals once we understand that we're able to develop a clear scope but not just a clear scope to build a website but to better understand their business once we have an understanding of their business we're able to then provide them with clear expectations of what we need from them that might be copy or not branding or not effective messaging for the USP or taking them to store through story brand or not and then we're able to say here's this fixed scope of work it could be set into multiple phases or not here's an investment number or budget and ultimately we're able to do this effectively so that we can avoid expectation gaps which ultimately lead to disappointments we can avoid delays in Project launch and additional unnecessary expenses right so these are benefits right here these are all benefits that every business owner wants no one wants expectation gaps no one wants delays in their project and really no one wants unnecessary expenses and if you flip that around to you that just means you have fixed scope you have ample time to do the project and you're ensuring you're getting paid fairly for the work you're doing or paired well paid well right and then I tell them something like the investment amount for discovery for a project like this is two thousand dollars now the way I usually look at it is Discovery is going to be about 10 of what I'm going to be charging for the project all right you have to figure out what works for you but that's usually around what we charge and then one of the things that we tell them to again Lower the barrier to entry to the next step is that hey look whatever you invest in Discovery that's applied as a credit towards your project so when you work with us for example with the website web application even if we do for example digital marketing whatever we end up putting into the research for discovery that becomes a line item for planning and strategy for their project right I tell them planning to failing to plan is planning to fill and the important thing I want to tell you here that we also do just because we're comfortable with the services we offer is I tell them look if you are concerned for whatever reason obviously you know you're getting a discovery credit but past that I want to let you know that we're also offering you a hundred percent money back guarantee book the first discovery call if you don't feel like it's the best value you've received all week or you're not happy with the process after the first call you can just go ahead and let us know and we'll pay you back would you pay this and we'll part ways and we've not we've never had anyone for the last seven eight years we've been doing paid Discovery we've had no one take us up on that offer okay so be confident with what you do so before we jump in to Discovery you don't have to make a decision now whether you do paid Discovery or free I believe it's important for us to do paid Discovery and I'll cover a few reasons why and we'll take it from there so the reason we like my agency does pay Discovery is that it positions this as an expert right I have two decades loss of Industry experience in this space even if I had just five years it doesn't matter the reality is you do not get to pick up the phone or just walk in to your dentist or lawyer or accountant and just say hey give me an answer to this and look at all my information file my taxes or diagnose me for this symptom right you have to schedule something you have to pay for the time you have to answer their questions before you get a solution so there's no difference between us and anyone else and I hope that understanding is is perceived believed and shared with your prospects it definitely is with us the next one is that by doing this we attract better clients who value expertise remember again as I mentioned most of the people that work with our agency aren't just working to build a beautiful or brochure site that can sell they're looking to solve a solution and that's why they're coming to us for that it also weeds out the bad ones right the ones that don't show up for calls the ones that believe that they're doing you a favor to pay you or that they're doing your favor to join a call when you're spending time trying to learn about their business and put together a solution and here's the really awesome thing for me once I realized I was getting paid to take the time to better understand my clients needs or my prospects needs it gave me the times for me and my team didn't have to rush through things right we could better understand their business model who they served their competition the technical needs we could take time to analyze the right plugins do effective scope so again at the end of the day we were able to provide a better solution for them and ultimately it was a win for the clients and it was a win for us and this led to higher value projects one of the biggest takeaways I want you to have from this discovery is that if you ask the right questions you'll get some answers that will help you solve much bigger problems or help understand your client or Prospect has much bigger problems than just the need for a website so this becomes a win-win I often tell the business owners that look we boast an amazing retention rate with our customers but this is a great way for you to try before you buy whatever whatever this engagement looks like it'll be a better it'll be a great understanding of how you work with us and we work with you if it doesn't work out for whatever reason which has not really happened before you can take what we give you and just go to the next company and say Here's everything I need can you Scope it out otherwise we'll continue this relationship and we'll bet we'll have a great understanding and Foundation to deliver a solution that delivers results for your business so what do we cover all right depending on who we're working with we'll cover a range of different elements during our Discovery process okay so what do we cover a business overview we need to understand the clients USB stands for Unique selling proposition or there's other terms what's your proposed value of services or products and then really we're trying to ask them what their goals are usually they'll say I need a website we'll ask them why and keep asking them why till we have a better understanding of they're looking to use it as sales and marketing resource they're looking to sell more products they're looking to build an automation whatever it may end up being then we try to understand their ideal customer Persona who do they serve Why do those people need those Pro need the product or service what started what state of mind were they in when they come to our customer or customer's website where what are their ways of driving leads to their website or their business or we'll talk to them about customer acquisition what did they do to reactivate customers for by the way for those of you that don't do reactivation strategies that's one of the easiest ways to drive value for your existing customers or even as a selling point for your prospects if they've had a business for three to five years they have a list of 50 100 200 or more customers that they've worked with in the past there's some easy reactivation strategies that you could use to just add value and quickly sell the service for email marketing to reactivate past customers we'll talk about the customer buying Journey where they go from a lead to a customer and upsell and we'll talk to them about transactional analysis if they're in Ecom or just business numbers if they're just a regular business like how many leads do they get what's the average cost for a lead what is the average value for a lead and by the way it's these questions when asked and answered help us with our website so let's just say none of you do any marketing right and I'm sure there's a few of you here that only love building websites wouldn't it be great for you to know what it costs a customer to get a lead whether they use Facebook or whether they just do trade shows it doesn't matter what it costs for lead and what's the value of a lead because this way let's just say you don't do any marketing for them but you do a care plan what would it look like for you to have Google analytics where or whatever analytic tool you use to track click to calls and to track form submissions or a live chat initiation and then be able to say to your customer like hey look you told me when we built the website that you didn't want marketing but your each lead was worth this and we just want to let you know that we tracked seven leads from your website this month and let's say that was worth I don't know 200 that's fourteen hundred dollars worth of leads and let's say there was a there were a home remodeler you know that might be a five thousand dollar lead and multiply by that by seven and that's 35 000 now if you know that they close one third of their leads you just do simple math and that could be anywhere from five to seven thousand dollars that they are more that they closed right ten thousand understanding their numbers really matter then we talk about their competition and that's why like in my web audit you'll see like we have a competitive analysis report these are quick ways for us to gain insights that we can include in our Discovery or in in a part of our sales call okay and then this technical analysis and scope which is the thing most of us do already right we better understand how many pages they need do they need any custom functionality things like that and then what we do last is a Solutions presentation okay so if and by the way we have a Blog and I have a document that I'll be sharing with you all with this information but I wanted to share with you sample questions I'm not going to go through each one but like under about the business we're talking about the unique selling point what are the desired outcomes or pain points that they solve what are common objections and questions their customer asks Now by asking these questions if we're writing their copy and for those of you now that are using like AI like once you know this you could literally say something like write an about us page or write a service page for a home remodeler with these common objections and challenges that are faced and now you have very effective page copy versus just writing random stuff right or if you have a copywriter which I do I then take these responses provided to them and they're able to put together very effective copy and and at the end of the day the business understands that we know and understand their business model and who they serve about the oops duplicate slide here and then under wait a second what happened to all my questions okay understanding their customers this is these are things like what is the age range the gender income location right what are their spending habits personality traits by the way some of these questions are very important because for example let's just say you were dealing with moms and you were selling a product to young moms while the design is going to be this much different than for example if the website was for men that were 50 to 65 that were looking to become better golfers in their retirement stage right so understanding who the ideal customer profile is and asking them those questions so that later on let's say in the design they're like oh do this and do that you're able to say hey look you told us this is who you serve this design does not make this design was built and meant to serve them the design feedback you're giving is for your personal preference so those are the type of things that you're able to figure out sometimes we'll even ask them things about who do you not want as a customer and that helps us both with design but most importantly messaging boom understanding their sales funnel for those of you that do any sort of email marketing SEO paid ads or anything like that it's really important for you to be able to have a better understanding of what the website does where they're getting the leads from or what brings customers back to repeat feedback do they even have a CRM who follows up with them and by the way these are questions the sales funnel questions are generally not questions I would ask in in a common Discovery okay if I know that this is a larger company that looks and plans to do some sales and marketing that's when I put this in otherwise this is not going to be part of that because this is going to overwhelm a general small business owner and they're not this is not going to add value so again I'm just giving you different groups and categories of questions and meetings we have not to say that you should be doing all of this for sure in a website in a website Discovery okay a couple of questions that you should definitely consider asking are things like why you PR why are you pursuing this project now what's it actually costing your business and how would you measure success of this project these are these are great questions to be able to really understand what their pain points are and then quantify the value of the services you're offering right so when you ask a question like if this problem was resolved what impact would it have on your bottom line in your business over the next year when they say something that could potentially add two hundred thousand dollars now whatever you're charging is going to be anchored to that outcome of two hundred thousand dollars so potentially let's say you go through the discovery and then you make you provide an investment amount of let's just say sixteen thousand or twenty thousand dollars and John who this Prospect you're speaking to is struggling with investing sixteen to twenty thousand dollars in your services you literally can tell John look John where in the world can you really get a 10x investment a return on your investment and there isn't a way right but our web services can do that and often do that but we're not measuring outcomes or potential outcomes we're just building brochure websites or we're just you know running campaigns and just saying we're generating these many leads but oftentimes we forget to quantify the value of the lead and the cost to generate the lead that our services are ultimately generating at no cost for example with GBP or on-page SEO or web design if you put those together you have to make sure that you're able to quantify that okay what I want to say now is I Look to to wrap this up we'll be talking a little bit about providing options and then ultimately what a Solutions presentation looks like for uh for providing options what I want you to know is that in our agency we have a couple of different types of projects that come our way one is that basic brochure website that is going to usually be like a six to eight thousand dollar website they're not looking to they don't really care about sales and marketing their new startup company they they don't care that much about the copy either they're now at this point open to AI leveraging it or they are open to writing it themselves they're looking at five six seven eight pages Max then we're looking at the company that is a seven figure company or eight figure company that we work with that is looking for a custom website they want it to be a sales and marketing resource so they want a little more custom Solutions at that point what we are offering them is a little bit more of a detailed discovery not just who's your customer what's your competitors and what content do we put in place that's usually the basic website is usually going through two sessions and we just cram that in there and that's not a two thousand dollars that's a 500 to a thousand dollar Discovery depending on whether we choose like a eight to ten thousand dollar price point or a six to eight thousand that's they're looking at one or two meetings and that's it and we just have enough information to solve that we rarely do those because we rarely do to do those type of projects the custom websites are usually between that sixteen to twenty four thousand dollars and those are the two thousand fifteen hundred to twenty five hundred dollar in Discovery and that is going through understanding who their business is understanding their customer Persona their competition and then we do technical scope of work and then the solutions presentations that's four to five meetings there and then the last the biggest ones that we do are web applications and those could be anywhere from 50 to 50 to 100 or more and then those are larger discoveries because not only do we have to understand like who they are and it's less marketing about who they serve but what they want in the application and we have to do the research and maybe do some storyboards and UI ux screens and things like that and so those will again about 10 of whatever the project is what we're charging for that Discovery and then we have an add-on our project add-ons vary in different ways based on what they need sometimes it's design work to build out some screens sometimes it is some branding work and messaging work and story brand is one of those we charge fifteen hundred dollars on top of so if a company has sometimes we work with really large companies or small ones that have no idea about their brand message who they really serve how they serve them and how to put all of that together with the online and offline messaging and brand voice and so we take them through story brand and that's like an add-on we would charge on top of it so we provide options and based on what we feel the business needs is what we propose here okay so oftentimes we get questions like hey thanks for sharing uh sharing your process with this Cliff what does a deliverable look like I want to tell you that if you do Discovery really well your prospect or customer is going to care less about the discovery and more about the fact that you better understand them they better understand their business now and that they want to work with you but obviously you do want to have some level of presentation some level of a deliverable that you may pass back on to them because that's part of the promise and again just like the last section it depends on what the customer needs are and what the discovery process is but usually what we're doing is a PowerPoint slide the those of you that are like on the my robotic agency plan we have a PowerPoint export of all of our reports we in essence take that PowerPoint and embed it with a couple of custom slides like a cover and like what road mapping looks like we recap key findings so we'll talk to them about who their customer Persona is what we want to accomplish with the website I'm then taking key insights from the GBP from the website design from the on-page SEO to tell them look when we build your new site all these issues are going to be resolved where I'm usually pulling the analytics with my web audit again there's a couple of slides that we can with a click of a button pull some insights I'm taking some of those insights and then putting them into our presentation if the company is large enough and we know that this discovery is going to span over a couple of weeks we'll then put and they get enough traffic we might even do heat Maps so we'll tell them look outside of just trying to design stuff we're looking at your analytics so we can identify what pages require the most time and attention as well as heat Maps so we can actually see where and how people are using your website we then cover scope of work which is just really bullet items on the key modules that we're going to be building out or sections of the site we then talk to them about the project investment and then I'll tell them something like hey look so now that you know that this website is going to cost this or the investment is this are you ready to move forward I do not do a proposal or any of that till I get a verbal approval here so they're going to say something like hey Cliff that looks really good or they might say something like look and through Discovery I'm asking them things like what's a ballpark so we know what to work on or maybe they'll start going through and answering a whole bunch of questions and I'll tell them look that might add another three to five thousand do you want to do that and they might say no and so I have a great idea by the time I'm working on the solutions presentation of what they can invest and for what and so I put those in they have the opportunity to move things to another phase if they want or not and I say something like are you ready to move forward and again we have not lost we've lost actually one company in the since 2015 that we've taken through discovery that has not moved forward with the project with us and that's because they ended up hiring someone internally within six months to a year they never hired back out and they just took what we did and shared through Discovery and built that out internally but otherwise we've not lost a project and there's psychology behind it in many ways the first one is they've taken the time and invested it in you two they now know you understand their business and they don't want to go through that with someone else and three and there must be there might be others but three is that they've already paid you and there is psychology again on someone who's done some sort of financial transaction with you will want or is more likely to do that again than go to someone else so we then position the investment we get a verbal okay and I tell them something like okay let's schedule a call for next Wednesday or next Friday or this Friday and we will cover the agreement and I do not call it a proposal because at this point they have verbally agreed to our project it's similar to a proposal but there's no messaging around accepting this because this is a proposal list here's the agreement sign here and make an initial deposit via credit card ACH or drop a check in the mail and we begin the project usually within five business days and they understand that then I just talk to them about the next steps which is the payment and all the things I just covered and I'll ask them if they have any questions about what we've done by going through and taking the time to go through these meetings usually there's very little questions at the end because I'm all I'm doing is I'm restating back to them in a summary type of manner all the key things that they've told us that we can now take condense and then build an effective solution that drives the results for them okay so thank you I know we covered a lot here I want to make sure that we now spend this time in Q a I am going to I ideally I'm going to ask people to unmute versus drop something in the comments just so that for the recording others you know others are able to hear as well in the future versus me trying to read back questions so what questions do you all have let me share back my screen there were a couple of points that I wanted to bring up let me pull this up just so you'll have context here oh and by the way if y'all aren't in our Facebook group please feel free to join that and I'll be doing more q a there as well for those of you that are my robotic customers I know that both this training and this document will go into the bonuses resource section later this week okay what I wanted to share with you is just how simple this could be okay this is for that 5000 type dollar website it's literally just telling them hey thanks for jumping on the call really look this is what Discovery looks like and here's the meetings click here to pick something that works for your schedule take a look at the questions that's and by the way this email also positions a different process I take for the companies that are looking for the basic website I'm having them do a lot more of that leg work right because they're not paying us a ton of time for the ton of money for the time and so I'm having them go through and answer a lot less questions but I'm having them do that and then we cover them and get clarification I'll let them know if you don't answer them that's cool there's some that you may not know and we'll cover them on the call but for the larger projects I am and again you just have my verbiage Here season it to taste but I'm talking to them about the importance of Discovery how it can benefit them and really positioning it as an investment and so there's all that messaging here feel free to take it and run with it and this document here has a ton of questions and they're all grouped by category okay so you can go in and and identify which ones you want and then take and run with them but there's tons of different categories many more than what I covered there and then what I wanted to tell you is that for those of you that use AI or are thinking of using AI just understand that like with for example chat GPT from open AI there's some really awesome things you can do about identifying demographics goals motivations pain points and challenges so what's really cool is if you were to do some of this as Discovery you literally and I put in prompts here with an example so all you have to do is change the industry and drop these in and you'll be able to gain some amazing insights that you could bring to a discovery to wow your customers or if you even wanted to do that as like a preemptive element for your Discovery so let's just say you do the strategy did you call and you want to tell them hey look part of our Discovery is understanding your pain points and challenges of your customers we already did some preliminary research here's what you can expect if you go through Discovery and just share some of those insights it can blow their it can blow them away with Wow Cliff or Sarah or Kristen or Beth they understand my business maybe even better than I do in some cases and all you have to do is leverage chat GPT to be able to do that cool so now I am going to just go into q a to see how I can answer your questions this is going to be the Brave One and I know I didn't do that great a job yes go ahead Chris yeah firstly thank you so much Cliff for doing this there's there's a lot of good information in there I yeah Discovery is something that's always interesting for me a lot of the projects that I do are brochure style websites and I've been doing this for so long I just baked that Discovery into the overall project but if I'm getting a project that's over like the 12 and 15 000 Absolutely I'll pull that out and I've never had any problem pitching that because it's work that's got to get done regardless and it you got to do it up front or people are going to end up spending more in the long run so when you just even saying that to people they're like yeah that makes sense okay one of the things I do fall flat on though and I'm grateful for your documentation here sorry this isn't a question just my contact is really sussing out from them okay if you do this now what's that going to do for your Revenue next year and and I think my sales are generally pretty good but I think doing that will really get people on board a lot a lot quicker and so I look forward to looking at some of those resources so thank you very much you are welcome Chris one or two points on what you shared first is people are very apprehensive to share their numbers especially like if they feel like it's a sales strategy call because they're like if the boy if I tell the person how much I make then now they know how much or they think they know what they can charge me right so one of the biggest things that I do is if we do a four meeting session usually at the tail end of two or three is when I bring up numbers transactions because I don't want them to think I want them to know I care more about understanding their business than just figuring out numbers okay that's one the second one is in order part of the things we've built into my web audit are have many of them have stemmed from Discovery and one of them is the ROI analysis report that we have all right so if someone is I'm just sharing this generally here not just for you Chris is that if people are apprehensive and I don't even know my numbers or I don't want to share my numbers then some one of the things I'll do is just say hey look I did this project for Jane and here's some projected numbers she puts in she gave us and in their mind now when they see like they give numbers and they can see projected outcomes for our services it lowers their guard down to oh he's just looking to our Cliffs just looking to figure out like how much I make so you could determine if I can afford XYZ yeah well it's very true and I don't I never ask people about their budgets I my my sales workflow is they call her email or whatever I get on the phone with them and I'm gonna tell them okay it's it's nine grand to start and if they haven't fallen out of their chair then then I know I can move forward with them and I'm willing to invest that time but um but people I I obviously don't open with that I explain a lot of my value and things like that and how we get to that number but damn it I had another Point too that but yeah you get a sense to I don't know what everybody else is but I get a lot of the same types of clients like accountants and and I would say probably a good 60 to 80 percent of my clients are a duplicates so you get a bit of a sense if it's an accountant roughly what an annual value of one of their clients could be and things like that or if it's home home builders or things like that yeah no it's interesting yeah cool thank you for sharing Chris yeah no worries thank you yeah Beth I have a statement and a question yeah okay I'll get to my question in a minute I believe in paid Discovery I teach my students inside the wp project managers Academy how to do paid discovery but what most of them fear is what never happens to Cliff which is the client's gonna leave and I'm going to do this discovery and sure I'm going to get paid for it but then the client's going to leave so the way that we manage that and what I teach my students and the way I do it is in that initial proposal I give a range estimate right based on what I know just from that pre-proposal meeting right where you don't you get the high level understanding of what they need and then then we do then we position and if they say yeah anything within that range is great then that that puts them under contract at that point and then if when we get and so phase one becomes the discovery and we get to the end of phase one is when we spell out everything we learned during Discovery right and we say okay we've got a new estimate for you oh it fell right within the range we already gave you so you're still under contract let's move on there's no decision making at that point because they've already made the decision if we if they if it falls outside the range like it goes above it usually they don't push back because they were shoulder to shoulder with you when you discovered these new requirements that weren't considered in the first pre-proposal part but that tends to make newbies who maybe aren't that confident a little more confident that the client's not going to take their proposal or their solution and go get somebody on Fiverr to do it um especially if okay so my question is this when you're talking about you're going to offer this that you're focusing primarily on increasing their business increasing their leads and but what if that's not why they called you what if the reason they need your help doesn't really have to do with that part of the website right maybe it's more of a technical thing or maybe it's more of a but that's not the benefit that you can offer what if you are so new or you're so not confident that you just don't feel right saying I guarantee blank whatever it is I just don't feel comfortable giving a guarantee what would what advice would you give those folks yeah I give them advice to go get training on how to do that in the next year or they're not going to have a job and should leave this industry and that might sound like really harsh but just a heads up for any of you that are like in the tech space tracking on where artificial intelligence is like rest assured the billion dollar companies or the 100 million dollar companies have dozens if not hundreds of people working on effective intake questions like the ones we talked about and Building Together designs and all of that and it's coming one of the reasons and that sounded harsh Beth I've been there I would just say that's the future tell me what the answer was going to be I just thought I'd give you an opportunity yeah yeah I I think I think for the I think charging also as a business owner who cares about results both for my own business as well as others it's going to be important to be able to quantify what results you can give a business and five years ago building being a handcrafted or beautiful or whatever you wanted to label it design worked well for a small business owner but that's not going to work it's the messaging and the com ads everywhere are going to be bombarding them with you can get beautiful easy to build designs in like an hour not even in a day anymore and that's actually why I think questions like what we covered today are more important than ever and we can distinguish you and separate you from not only just the competition but these automated tools that are being built out there that can only be that are just leveraging machine learning but no engagement and or at least now for now that you can do and I'll tell them start learning about that now you don't have to offer all those Services right like at the end of the day if someone comes to me and says look I just want a nice looking website that effectively markets my business I'll go through and ask them questions I'll ask them questions about the website site customer pages and enough to get the content and put that together but those are the people that are not going to be spending five figures for a website because they only see this as a basic brochure marketing tool and that's why I have that basic Discovery for them which is going to be one or two calls and they fill out some information and we take it from there and there's no Assurance of any leads or any online presence other than we just do best practices with what we build out cool all right next question I know I didn't do that great a job of sharing my Discovery process someone who has to have questions Paul good to see you mate hope you're doing well who here has maybe who here has maybe ideas on what they do and what they do differently and better maybe yeah hey Chris I just I've got another question for you yeah and maybe you cover the site a step away for a minute when you're doing multiple Discovery sessions I know you said on the on that page that you showed us there was like four options I think are you breaking that down in hey each session is x amount of dollars and then if you do all of them it's a discount or you just know this is what you're getting okay yeah I figure out what I need so that so let's say you reach out to me Chris and you say I need a website or whatever you go through my intake form you get on a call with me on that call I'm asking you what do you what your primary challenges are at that time you're going to say things like I need a better website or I need more traffic you're telling me something that's going on in your business that you need rectified I then identify the services I offer that can help provide that solution so when I go into Discovery or proposed Discovery I know what quite what sections I need and usually that's going to be I need to know more about your business which is meeting one I need to know more about your customer and competitive advantages which is meeting two three is going to be usually a little bit about your competitive landscape and scope of work and four is that presentation where I cover everything recap it and then present it to you I can't take one or two of them out the only time I shorten the discovery cycle is if I know they're looking for a lower priced solution and at that point I'm not going to try to be like hey you know pay for something that's going to that that ultimately you're going to need to double your investment to get that solution in place so I'm determining that and providing that answer and no no segmenting of discovery meetings and that one of the things I learned and I love is I'm more than happy to have someone pay me a couple of grand to give them some insights and strategy and then have them take that and run with it I'm making sure that's very profitable for me so if someone ever wanted to do that like it really in reality if I could do five Discovery or ten Discovery sessions like companies a month like I'd love that not have to do much of that work because yeah the part I didn't say is that if the if it falls with if it exceeds that range the client and has a re has the right to cancel but I've been paid for that phase one so because I got the deposit that covered all of phase one so either it's hey you know what Cliff it's the same only different exactly and that's the thing that I'm sharing here was Cliff's process not the process everyone has different customers and experience models and services and so you should take what everyone shares or what you've learned and then apply to what works best for you there's no one-size-fits all that's for sure back in the software development days we used to call that tailoring you take the framework and then you tailor it to the way that you do business or your clients or whatever yeah you need to tailor the process yep Chris yes we will we will be providing a recording here cool any other questions any questions about like maybe paid ad Discovery and how we go through that or technical web app Discovery we discovered websites or like even local SEO I'm happy to answer them there's a lot of people on here I want to make sure that we value everyone's time here so obviously if anyone has any questions I want to make sure I answer them and if not then for another 10 more minutes we'll be on and we'll wrap up is there still going to be the meeting later today yes Jason will have a regular AMA call at for PSD 7 Eastern this evening okay or six yeah whatever the time is done but it's four o'clock Arizona time cool and okay and I don't know does the chat have a bunch of questions here let me see recording no most people were just asking if there would be a recording yes yes I was watching the chat for you to see if there were any relevant questions you needed to answer but I didn't see any cool thank you that just means you did do that good of a job so let me ask you all maybe one or two you may want to jump on and share what you do do any of y'all do and it can be called project Road mapping Discovery as some sort of Consulting assessment but do any of you want to maybe jump on and share with the group what you do different or how you do discovery just so that again because I there's a bunch of great successful agency owners on here I'd love to learn something from you if you do anything differently or if you thought of something different that you can maybe share with us Cliff this is David Owen we do some high level discovery on the sales process okay and then we have a program called the total system audit where we just look at what they're doing from marketing perspective and try and map that out against best practices and then move from there but we have the same guarantee where if you don't like what we've done we'll give your money back or you can take the output it's yours and use it and hire someone else awesome thanks very similar but not the same yeah yeah okay does it look like anyone else has any questions so I'm going to leave you all with one other one last Gem and I mentioned to you all on this call and I said hey look when you're going through Discovery maybe talk to them about customer re-engagement okay now most agencies aren't going to speak to a business owner about like re-engagement of their customer base they oftentimes focused on a new website so that they can get new customers right but this is a great service and you can Google it and find out or reach out to me I'm working on a Blog about it but it's so easy especially now with chat GPT right like I'm working with the home remodel company right now it's so easy they have thousands they've been in business for over 20 years they have thousands of customers that are in their CRM for services like drywall and Home Painting and kitchen remodeling but they've never re-engaged them right they've never told them like hey like we worked with you in the last two years on this service do you know we offered this and we're doing a discount and those and obviously a kitchen remodel is a huge investment right so even if they get three or four deals out of that re-engagement campaign that's tens of thousands of dollars and I want you to think about potentially whether it's an add-on as a service that you build to help see how you can reactivate your prospect or your customers past customers or you talk about it in your Discovery I want to let you know that doing things like that we're going to definitely make you stand out and even stating some of those things in the strategy call to say something like hey look we're building you this website to deliver this but one of the other things that we can help do for you is also re-engage your past customers with the campaign that we can build it for you once we take you through Discovery and build out your website and get them to your new website and that becomes like a great value ad versus okay we could just build your website and that doesn't take you much more time and writing out three activation campaigns with now with like tools like chat GPT will take you like 30 minutes or less who so again think about how you can use these strategic sessions to better understand your customers no matter how long or how many of those you do to better understand them and their needs and the desired outcomes so that you can present A solution that solves that and so that you can charge on that solution and there's a huge difference in telling a business owner will build you a beautiful looking website than saying something like hey look we can build your website that's a sales and marketing resource that can drive 20 to 30 percent more leads to your business over the next 12 months like that changes the proposition the value prop of your service and if you don't understand how to do that then there's other people in our community that you can speak to for things like GBP optimization on page SEO paid ads email marketing all those other services so that you can add more value to your business customers to your customers as well as generate more revenue for your business so thank you all so much for your time I hope this was of tremendous value and have a wonderful rest of your day and I'll catch up with you all later cheers
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