As part of our customer onboarding process, we run a workshop to understand your business in more detail to make sure we think we can help you (and that you agree).
We only take on customers where we are confident we can deliver results. If we cannot deliver the results we promise, we have provided details on the guarantees we provide below.
Niche Identifier workshop
Situation: We can not find you a niche that we are all confident is right.
We have 10 validation criteria for the niche, which cover a variety of things, some are about you/your opinions, and some are for us to decide if we think it will work. If together we identify a niche that does not pass the validation checks, we will either rerun the workshop or offer you a refund - it's up to you.
Lead generation system build
Situation: We do not generate the agreed number of good-fit leads from the Lead Generation System Build advertising allocation.
We guarantee 5 or 10 leads as part of the Lead Generation System Build, depending on the size of the audience we identify with you in the Niche Identifier Workshop. If we can not deliver the agreed number of new good-fit leads, we will continue to work with you to do what is needed to generate the agreed leads at no extra cost to you apart from funding any additional advertising spend required.
If the initial advertising budget has not generated the agreed number of leads, there are three most likely reasons: a combination of wrong message and/or wrong audience, or not enough people have seen the message, or your audience attracts a high cost per acquisition.
Wrong message or audience
We will make some assumptions in the workshop based on your knowledge of what you sell and who you sell it to, combined with our experience working with other consultancy businesses. It is this message that we have understood from you that is tested in the market. For many of the consultancies we work with, this is the first time they have properly tested the message in the open market, and no one knows how the market will respond. It is in everyone’s interest to get it working the first time around. If it doesn’t work, we will call a meeting to discuss the data gathered and agree on the next steps. We will need to revisit the assumptions made in the workshop and evaluate what to do next.
Not enough advertising budget
We allow £350 ad spend to test the lead generation system. The only way to 100% know how much money is needed to generate leads is to run the adverts. We shouldn’t need to spend all this budget to get data back from your target audience on how they respond to your message. If you are happy with the quality of the leads we are generating, but the average cost per acquisition is higher than our initial agreed target, it will be worth considering increasing the ad budget. For example, we might generate 7 leads you are happy with, and the budget has run out. We will provide an estimate for the costs to generate 3 more leads. You can decide if you would like to pay to continue running the tests.
If you choose not to proceed with further advertising and don't want to continue with our service, we will complete your growth plan using the data that we have captured. We will then guide you with our recommendations on what to do next to achieve your goals. At the end of the process, you will have your identified niche, downloadable asset, advertising campaign, and CRM system set up, with clear criteria on what you require from your lead generation.
Please note: If you haven’t achieved message-market fit to generate your agreed number of leads, funding additional ad spend is an incredibly cost-effective way to determine and refine your message-market fit. We are committed to generating results for our customers, and all the additional work required to achieve your initial target is carried out at no extra cost to you, your only additional cost in the ad spend that we allocate in budgets of £350.
Lead generation monthly subscription service
We can not generate enough leads
We will guarantee a number of good-fit leads each month. If we do not generate the agreed number in a month, we can discuss the different options to decide what you would like to do.
- Carry forward the balance and increase the goal for the following month, e.g. 80% of the target hit increases next month's target to 120%.
- Prorata refund on the leads not generated, e.g. 80% of target hit, we provide a 20% discount on the next month's service, and you continue with the service.
- You cancel the service, and we will continue to work until the agreed number of leads is generated. Please note that you will need to fund additional ad spend to generate the agreed leads.
- Please note: we don't have any direct control over the advertising cost per acquisition and seasonality. If we see that either of these two scenarios has affected the number of leads generated, the lead target will need to be adjusted in accordance with the estimated changes.