Dylan Rich Emails

Email 1 - Day 1 Subject: Not another email series… Hey there, You’re seeing this email because you want to know more about how we can help you grow your sales team. Rather than send you some “content” where I pretend I'm not trying to sell you something (when obviously I am), I'm going to treat you like an adult and cut to the chase. Yes, we have consulting and services for sale. No, we do not have something for everyone and a lot of people aren’t a good fit to work with us. The way to know whether or not we can help you is to book a call with us[a], yet you’re probably hesitant to do that because you may not know who we are and what we do just yet… Or you’re not sure what to expect from a call with us and don’t want to get on for a pitch fest… Or maybe you think I'm going to ask them a bunch of surface-level questions and then immediately jump into talking about myself and my accolades. Totally understandable, I hate calls like that just as much as you do. So what I’m going to do over the next few days is send you one email per day showing you a real conversation I've had with business owners who came to us wanting help with their sales operations. These are all real scenarios we encounter on a daily basis with their names removed for privacy. Seeing what a call looks like with us is the best way for you to gauge whether or not booking one will be worth your time. I’ll send you your first one tomorrow. All the best, Dylan Rich Co-Founder & Head Of Fulfillment Systemized Sales ________________ Email 2 - Day 2 Subject: “My reps suck…” Hey, As I said earlier today, I’m going to be sending you examples of what our calls with business owners look like, that way you can… 1. See what these calls look like 2. Get a gauge of how we help business owners scale their sales operations So let’s dive in. ----- Transcript 1 - Onboarding Issues Me: So tell me about your offer. What do you do? How do you do it? Who's your ideal customer profile? Business Owner: Well, we help [industry] with [service]. We've been doing it for about 3 years now. We're at around $50K/month in revenue right now. Me: Got it. So obviously you're on this call for a specific reason. What in your mind is the biggest deficiency that you're currently seeing on the sales side of things? Business Owner: I don't feel like it's as smooth as it could be. There's a lot of fires that pop up. There's a lot of deals that get lost that maybe didn't need to happen. And I just really feel like... it's just inefficient. It just feels like sales is the bottleneck in general. Our close rate isn't the best - we're at about 30% on average. My marketing is good, dude. Our organic is great. It's just not turning into closed deals. I just need more deals coming through the pipeline. Me: Got it. When you say inefficient, obviously for something to be inefficient, you have to know what efficiency looks like. So is there a point in time in the past that things were efficient and now it's become inefficient, or has it been inefficient from the start? Business Owner: Well, it was efficient when I was doing it. I just knew how to sell the prospect. But then I stepped back and got sales team guys to handle this. Now I'm not doing the deals. And I'll have someone close a deal, and their expectations are not at all what they need to be. Or I'll be reviewing my guys' calls because they couldn’t close a deal that looked great on the application. I'm like, "Bro, how did you fumble this?" Then I listen to the call and I'm like, "What the f*ck are you doing? Why are you asking these questions?" I'm just confused as to why my guys can't understand what I'm teaching them and why they keep veering off script. Me: Yeah, it's a common problem in the space. Sales reps will be sales reps. What does your onboarding look like? And also, how long have your current closers been with you? Business Owner: The longest guy has been with me for like six months. The rest churned pretty quickly. Basically what I have them do is listen to like 10 sales calls of me closing, then I start them out with a couple calls a week, and we review those calls together, they all start out good but then over time they slowly degrade and then I either fire them or they quit. Me: Got it. So if I'm a hypothetical new hire - you hire me as a closer, I start tomorrow. What do I do? Obviously you give me 10 sales calls, but how else do I get trained? Business Owner: I would get you on a call with me and have you ask me questions. Me: Are there specific questions I should be asking, or is that completely up to me? Business Owner: It's kind of up to them. Me: Got it. So your closers are getting trained as good as their own curiosity. Business Owner: Well...when you put it like that, I guess so, yeah. Me: Okay. So is there like a playbook that they get handed? Can they go in on their own time and read about the company's mission statement? Do they understand who you serve, how you serve people, what an ideal client looks like, different avatars, frequently asked questions, testimonials, case studies? If your marketing is really good, how indoctrinated are they into your marketing? What kind of messages are your prospects hearing before they get on a call? Business Owner: No…we don't have any of that. Me: Well, that's probably a pretty good indicator of why you're seeing the problems you're seeing. Business Owner: Yeah…damn. Me: Even if you hire Jordan Belfort, he's still going to need to be indoctrinated into you, your business, your offer. Nobody's going to close like you, but our job is to get people to 85% of you. That's where you're going to feel good, because when you hand something off, you need to make sure it doesn't fall apart just because they're not the owner of the business. ----- See what's happening here? This guy thought he had a "people problem" - but really he had a process problem. Yes, you need to have a sales process but you also need an onboarding process and a training process so your reps know HOW to follow your sales process properly. If you're thinking "holy sh*t, this is exactly what's happening in my business" - book a call here.[b] I’ll shoot you another transcript tomorrow. All the best, Dylan Rich Co-Founder & Head Of Fulfillment Systemized Sales Email 3 - Day 3 Subject: Our leads are broke Hey there, Yesterday I showed you a conversation about missing sales processes. Today's conversation is about a different problem, but one that's just as common. This one's about lead quality. ----- Transcript 2 - The Leads Suck Me: So you're on this call for a reason, right? Tell me what you think is the biggest deficiency in your selling process today. Business Owner: Our leads are just…weak? It feels like all we’re getting on the calendar is poor people. No one likes that. We can get some of these guys on financing or payment plns and they often turn out to be awful clients. But yeah, we're not even getting remotely close to the people we want to be getting on the calls. Me: Yeah. And then your salespeople are probably getting antsy that they're not going to make enough money because people aren't closing. Business Owner: 100% Me: Yeah, it's not fun talking to poor people. Now, my question is, usually a problem has symptoms. A lot of people like to address the problem, but I prefer to address the root cause of something. Business Owner: Yeah, for sure. Me: So hypothetically, I go to a doctor, my knee hurts. He's not going to just schedule me for surgery. He's going to try and understand, do you go to the gym? What do your shoes look like? What kind of environment do you work in? So what I do when I work with clients is I understand what the total problem is up-funnel that is now causing you to talk to poor people. So these leads are coming in from inbound marketing, right? Business Owner: Yeah, yeah, yeah. Me: Got it. So the reason why we're talking to poor people is because poor people are entering into our funnel, which means that our marketing message is attracting poor people. And that could be the root cause. It might not even be a sales problem, right? So I would probably say, what are we saying in our content to attract poor people? Business Owner: Yeah, the thing is though, we're also getting the right people as well. So it's like working, but then it's also not working at the same time. I know the messaging work. Me: Well, what percentage of calls are qualified? Business Owner: About like half. Me: Got it. And do you have any qualification or lead scoring, like an MQL in place? Business Owner: No. Me: So are you familiar with MQL? Business Owner: No... Me: So an MQL is a marketing qualified lead. Then there's something called an SQL, which is a sales qualified lead. So the way that I run our sales teams is we want to understand how many leads from marketing are qualified. And then from there, how many are sales qualified…which means they have a budget, they're the correct decision maker, they want to move forward in a specific amount of time that works with our sales cycle. Business Owner: Yeah we should probably measure that, I haven’t heard of that before but that’s useful. Me: Is there an application before they get on the calendar? Business Owner: We use calendly so the questions are on the calendar. Me: Yeah that’s an issue, anyone can get on your calendar regardless of whether they’re an MQL or SQL, so I would say you need something like a Typeform or Jotform BEFORE you have a call booking opportunity present for them. Business Owner: Okay makes sense, our setters usually handle that for us. Me: Got it. How are you compensating these setters? Business Owner: Yeah, I pay them per set. Me: Yeah, that’s another issue. So you're incentivizing them to put everything on the calendar because that's how they make money. What I would probably say is you've got to change that incentive to how many MQLs are you booking and showing up to the calendar. So now they're only going to get paid for qualified leads on the calendar, which will automatically make them stop booking poor people. --- We see the “too many poor people” problem a lot, there’s a few other contributing factors, but for the most part, the main issues were laid out here. If this is hitting close to home, let's talk.[c] All the best, Dylan Rich Co-Founder & Head Of Fulfillment Systemized Sales Email 4 - Day 4 Subject: Big audience. Tiny revenue. Hey there, Today's conversation is about a problem that's becoming more and more common - especially with content creators trying to monetize their audiences. This guy had everything on paper. Massive following, crazy engagement, viral content. But his bank account told a different story. --- Transcript 3 - The Leads Suck Me: So you're on the phone call here today. What made you want to book in a call? Business Owner: So, here's the thing. I have an audience and they're just not turning into booked calls and it's very difficult. I get a ton of followers on Instagram every week. I have a ton of engagement. A lot of people reach out to me saying what I do is awesome we're not seeing booked calls on the calendar. I just don't really feel like we're seeing a lot of traction. Me: Got it. Yeah, it reminds me of one of our clients. They had everything. They were doing everything right on paper, right? They had an audience. They had a newsletter. They had an engaged, active audience that loved what they did, but it wasn't translating into cash. We took them to about $800k per month in 4 months just by fixing some basic things.[d] So the biggest thing that I'm asking is what are the entry points for these audience members? Business Owner: A link in our bio. Me: And that's driving them where? Business Owner: It's a page that sends them to an application. Me: Got it. How many people are filling out that application? Business Owner: I mean, I'd have to check. I'm not sure on the numbers. It's maybe about fifty per month. A lot of them are fake. So I would say actual real ones that get filled out...maybe ten? Me: Yeah, I mean, that's definitely unfortunate. How are you prompting people to click your link in bio, or is it all on their own accord? Business Owner: Well, I don't want to burn the audience, so I only do call to actions like 2 to 4 times a month and the link is always there in my bio. Me: Got it. Okay. When's the last time you made a call to action? Business Owner: Maybe about a week or two ago. I did one on the story. Me: How'd that work out? Business Owner: Not that well. I did not see a lot of applications come in.. Me: Are you taking the calls? Business Owner: Yes. Me: Got it. So of those 10 calls, how many showed up? Business Owner: Maybe 6. Me: Okay. And then of those 6, how many were qualified? Business Owner: Three Me: And how many did you close? Business Owner: Two Me: Okay. So what you're telling me is you're closing 66% of qualified leads. That’s pretty good. The bigger problem is getting more qualified people on the calendar. Business Owner: Yeah exactly. Me: To me what this sounds like is you either have an offer issue in that your offer is not compelling enough to take action or you're just not pushing it enough. Another possible issue is what you’re presenting in front of people for the link, does that go straight to application? Business Owner: Yes Me: No VSL or anything? Business Owner: I’m sorry, what’s a VSL? Me: A video sales letter, it’s a video that tells people what you do, how you help solve their problems and so on… Business Owner: Yeah no, we do not have that. Me: Yeah so I just think that you're not really giving people enough information about what you do, and chances are as well, the offer you've created is not compelling enough for them to take action because we've had clients who didn't have a VSL and we were still booking in 500+ calls a month because their offer was really good. I don't think you have a sales problem, you have a marketing problem. ---- So this is very common amongst business owners, they have a SOLID following online but because they don’t have the offer down and there aren’t the right “marketing mechanisms” in place, they couldn’t bring in deals. If that’s you, we can’t really help all that much, I would recommend hiring a marketing consultant or an agency to help fix this for you. We primarily like to work with businesses that have lead gen figured out so we can come in and do what we do best. All the best, Dylan Rich Co-Founder & Head Of Fulfillment Systemized Sales Email 5 - Day 5 Subject: “They can’t close like I can…” Hey there, What you’re about to read is extremely common with business owners who started out their offer taking their own sales calls. This is what causes so many sales teams to stay stuck at mediocre and below average performance. --- Transcript 4 - These Guys Can’t Close Me: So obviously you're on the call for a specific reason. What in your mind is the biggest deficiency that you're currently seeing on the sales side of things? Business Owner: It just feels like our sales calls are the bottleneck in general. Our close rate isn't the best - we're at about 20% on average. When I was taking the calls we were closing at like 60 or 70% consistently but obviously that’s not scalable. Me: Got it. Why do you think there's such a big gap between your closing rate and the sales team's rate? Business Owner: Honestly, I just feel like they don't handle objections very well, and they don't really know how to guide the call. I used to control conversations from start to finish, but my guys seem to just get lost. Me: Are they using a specific sales script or framework? Business Owner: Yeah, I made them a script, but they tend to deviate from it or sound too robotic. They either don’t listen to prospects or they rush through without genuinely understanding their pain points. Me: Got it. When you say robotic, do you mean tonality or just not really creating nuance around what they’re saying to the prospect and relating it back to them? Business Owner: A mix of both Me: Yeah I mean that usually means they haven’t internalized the script, they’re just reading it. Let me ask you this, how frequently do you review their calls with them? Business Owner: Not as frequently as we probably should. Maybe once or twice a month. Me: Yeah, that's definitely an issue. If we can’t spot problems when they’re popping up early on they definitely turn into habits that are harder to break. So, when you were taking calls, did you have a specific methodology or style you used? Business Owner: Not really formal, I just naturally knew how to get to the core issue and could address it directly. I made the offer so obviously I know it inside and out so I would just tell them how this applied to them. Me: Exactly. So, the gap here isn't only skill, it's also confidence, product knowledge, and objection handling. When you onboard them, are you having them go through the product? Business Owner: Not really. They get a brief overview, but not in-depth. I assumed they would pick it up through calls. They have access to it though. Me: Yeah, so I’m guessing it’s not something they could go through in like a day? Business Owner: Definitely not we have about 100 hours of content inside that portal. Me: How much are they required to watch before they start taking calls? Business Owner: I don’t require them to watch it…yeah, I’m seeing how this is an issue. Me: Yeah, you need a structured onboarding process. They should thoroughly understand the product, your market, your ideal customer, and common objections. Combine that with regular, structured call reviews, role-playing objection scenarios, and ensuring they internalize the script. Once you tackle these elements, your close rate will significantly improve. Business Owner: Do you think that’s going to get them up to a close rate of 60% or 70% like me? Me: Probably not. At the end of the day, nobody's going to close like you. They're here to collect a paycheck, nobody is going to care as much about the business as you. But our job is how do we get a majority of people to get to like 40% or 50%, right? Business Owner: Yeah, I think that's good. And so I'm guessing that it's just kind of the way I'm doing things is the issue. It's not necessarily the offer or whatnot, it's just that I don't have like a proper onboarding or training process in place for these guys. Me: Yeah, I mean, I would just ask yourself to put yourself in their shoes. If you were a closer to your own business, would you be doing the things at the level that you want them to be done at? Business Owner: Fair point. ---- This guy was frustrated that his team couldn't close like him, a lot of founders feel that way. But here's the thing, are you giving them everything they need to close like you in a documented, repeatable, and trainable format? If you're tired of being the only person in your business who can close deals, let's change that.[e] All the best, Dylan Rich Co-Founder & Head Of Fulfillment Systemized Sales Email 6 - Day 6 Subject: You do not have a people problem Hey there, This is the last conversation I'm sharing with you, and it might be the most important one. This business owner was convinced he had a "people problem”, but turns out, he had a leadership problem. --- Transcript 5 - These Guys Can’t Close Me: So what brought you to the call? Business Owner: Well, we keep hiring what we think are A-players, but somehow they all turn into C-players in my business. I don't get it. I'm paying good money for recruiting, we have a great comp structure, I'm hiring people with experience, but they just don’t perform at the level I need them to. Me: Interesting. Walk me through your hiring process. How are you finding these people? Business Owner: I post on job boards and facebook groups to find applications, I interview them, I check their track record. Some of these guys have closed millions in their previous roles. But then they get here and it's like they forget how to sell. Me: Got it. And what does their first week look like when they start? Business Owner: Well, I give them access to our CRM, show them where the leads are, give them our script, do a little role play with them, and basically tell them to start dialing. Me: Okay. Do they understand your offer inside and out? Business Owner: I mean, I explain it to them. Me: Do they know your ideal customer profile? Your pricing structure? Your fulfillment process? Your guarantees? Your case studies? Business Owner: Some of that, yeah. Me: Do they know what objections to expect and how to handle them specifically for your business? Business Owner: I tell them the common ones. Me: Do they understand the psychology of your buyers? The pain points that drive them to seek out your solution? The language your customers use when they describe their problems? Business Owner: ...Not really, I feel like they should just figure that out. Me: Do they know your company's story? Your mission? Why did you start this business? What makes you different from every other competitor in the space? Business Owner: I don't think so…okay yeah, I see what you mean. Me: So you're taking experienced salespeople and throwing them into your business with zero context about what they're selling, who they're selling to, or why anyone should buy from you specifically. And then you're surprised when they can't perform? Business Owner: Well, when you put it like that... Me: Here's what's happening. You're hiring A-players and putting them in a C-player environment, so they average out to about a C-player mentality. They have no systems, no training, no context. It's like hiring a Formula 1 driver and giving them a go-kart with no steering wheel. Business Owner: So what do I do? Me: You build an environment where A-players can actually be A-players. That means documentation, training, systems, processes, ongoing coaching, clear expectations, and proper onboarding. When we work with clients, we obviously help them hire better people but we also help them create better environments for those people to succeed in. Business Owner: How long does that take? Me: To build it right? About 60-90 days. But here's the thing - once it's built, every new hire becomes productive 3x faster, your retention goes through the roof, and your close rates become predictable instead of dependent on individual heroics. ---- This guy, like many business owners running sales teams, thought he needed better people. What he actually needed was to become a better leader. He needed a complete sales infrastructure which included an onboarding system, training modules, performance tracking, coaching frameworks, the works. So there you have it. Five real conversations. Five different problems. But notice the pattern? None of these were actually sales problems. They were systems problems. Process problems. Leadership problems. The good news? All of these are fixable. If any of these conversations sounded familiar, if you saw yourself in any of these business owners, then you already know what you need to do. If you're ready for sales to stop being the bottleneck in your own business, let's talk.[f] All the best, Dylan Rich Co-Founder & Head Of Fulfillment Systemized Sales Email 7 Subject: Seen enough? Hey [First Name], Over the past 5 days, you've seen exactly what a call with us looks like. A lot of it is a diagnosis-like process where we get clear on what you are personally struggling with in regards to sales. If sales isn’t the issue and it’s actually marketing or fulfillment, we can’t help. But if sales is the issue we need to get clear on what specifically is bottle-necking the entire sales process. Here's the thing, I've had the same exact conversations with hundreds of business owners in the last few years. To them they think they are the only ones struggling with their problem, when the truth is, A LOT of business owners deal with the same issues. Which should be reaffirming because it means that there definitely is a solution to your problems. So here's my question for you: Are you ready to stop treating the symptoms and start fixing the actual problem? Because if you are, I'd like to invite you to book a call with me. Not a "discovery call" where some junior rep tries to qualify you. Not a "strategy session" where we talk in circles for an hour. A real conversation. With me. About your specific situation and how we can fix it. If so, click here[g] and let’s chat. All the best, Dylan Rich Co-Founder & Head Of Fulfillment Systemized Sales Email 8 Subject: question Are you still looking for help scaling your sales? If so, grab a time here[h] and let’s chat. All the best, Dylan Rich Co-Founder & Head Of Fulfillment Systemized Sales [a]HYPERLINK [b]DYLAN [c]HYPERLINK [d]accurate dyl? - Lux? [e]HYPERLINK [f]HYPERLINK [g]HYPERLINK [h]HYPERLINK