Client Retention Costs Nothing. New Clients Cost Everything.

Jordan Lally:0:00
Welcome back to the High Ticket AI Systems podcast. Everyone, please welcome the one and only, Mr. Glenn Fields. Glenn, welcome to the show, my friend. How you doing today?

Glen Fields:0:09
Jordan. I'm doing great. happy to be here.

Jordan Lally:0:12
Yes, sir. Happy to have you on. Now, can you give us some context as to essentially what the company does and who you guys serve best?

Glen Fields:0:21
Absolutely. we we're a big deal agency. It's a funny name. It's just something that stuck with us and we just never went away from it. We've been in business for 14 years. started out as just a referral-based agency just doing PPC for all the big houses down here in South Florida. we kind of grew out of that into a full service agency because frankly, a lot of the clients that were working for the big agencies just getting Organic SEO, getting backlinking, some web development stuff done. They were just not happy with the results. I mean I've never met anybody who was ever happy with organic SEO results. It's it's an eight month it's an eight eight month process of KTPs, landing pages, blogs. Then Google changes its algorithm, you're back to page 120. So after Clients tend to not like that. So when when that is compared with BPC, which is literally you you turn it on and you start getting results the same day. Of course, clients prefer this and then they went with us. And we just started getting more and more clients leaving these big agencies and coming to us, but with with these accounts came a lot more asks. Like they wanted to do web development, they wanted to do event management, they wanted full social media management, graphic design, branding, email marketing. So we had to build all that in-house. And before we kind of knew it, we were a full service system. We were a full service shop on our own. And that's kind of how we've we came to the iteration of big deal that we are today.

Jordan Lally:1:57
No, that thanks for all the context there. to help out to help out like our audience understand like if they were a full service agency or possibly thinking about expanding services, can you give us an idea of like how the pricing is structured? Not exact of course, but like how it's structured from a okay, if we're doing Google PPC, it's typically X. If you want the full shebang, we we build on X hours, or it's like price per service type of thing.

Glen Fields:2:26
That's a great question and it's a great question because a lot of agencies, especially startups, get this wrong. marketing is not a one size fits all offer. There's a lot of marketing agencies out there that kind of spin up from this idea of hey, yeah, we we do one thing and this just applies to all of our clients across the board. It it just doesn't work like that. yeah, I mean there's there's there's niche-down marketing agencies that just do one thing for one specific client and they they they find reasonable success in that. But if you really want to stick in this field for a long time and have a wide vertical of clients in many different fields, then you really have to approach every account, not from a standpoint of what you do what you what what you offer and what your best ticket is, it's from what they need.

I've I've transitioned the agency from kind of a retainer based model where we just charge a client a certain amount per month to an hours based model. so we still charge a retainer. They're the retainer is the same every month, so we don't we don't send clients a surprise bill.

But everything is based on a monthly chunk of hours that are dedicated to that account. And it's a blended agency rate. So that eight that that blended agency rate of a chunk of hours can go towards web development, it can go towards email marketing, it could go towards brand development. it could go towards well, our bread and butter, advert targeted advertising, hyper targeted advertising, retargeting. When we when we meet with a client, we sit down, we have a conversation, kinda like the conversation we're having now, where Hear the pain points. we we listen to them. Okay, what's going on? What what stage of the business are you in? Are you just starting out? Are you a well-funded startup? Are you have you been in business for a while? You're kind of splitting off and starting to do your own thing? Have you kind of like us? Have you revered referred on referrals for most of your most of your existence and now you really want to build out a recurring revenue system? Where are you?

Glen Fields:4:35
And how are you getting clients now? What is your cost per acquisition? what is your lifetime value for a customer? So once we kind of start delving into all these questions, you'd be surprised how many owners just don't have the answers to that. And that's perfectly fine. We we kind of know where to start. how do we charge I mean to it's a really long-winded way of saying that we we have a blended agency rate and we devote that agency rate to every service that we offer depending on what the client needs.

Let's say if a client comes in and they have no branding, their website is from nineteen ninety-eight and plays music when you click on it, they they have no Google listings, they have no LSA if they're doing local products or services, then we kinda we devote the first month or two or three to kind of building all that up for them.

Jordan Lally:5:04
Gotcha.

Glen Fields:5:25
And we explained that to them from the start. Like, hey, we we we can press play and start running targeted advertising right now, but you're gonna have a huge no-show rate. Your price per lead, your price per acquisition is gonna be enormous just because you you don't have that brand affinity. People are gonna look at your website and be like, nah, I don't wanna work with these people.

So we we we take those upfront hours to really build everything up for them, to build up the brand affinity, to to the to build up the brand presence, to to make them a thought and industry leader, and then we turn on the spigot and start driving leads.

Or if they have everything established and we kind of took a look at it and said, you know what, other than minor tweaks here and there, like you really guys have everything together, you're ready to start the lead, then we start that from the very beginning. We just start that, we just start running that. And as the client evolves, as the projects evolve, of course there's other needs that come up, and we look at it from okay, can we fill that need from an existing retainer standpoint, or would do we need to push them to a higher level?

We also look at that from the standpoint of how many hours we're actually spending on an account. If we're consistently overspending hours on an account and we're just doing a whole lot of things that really were not in the original scope of work, like there's a lot of scope creep from the client, or maybe we're just doing kind of a lot more things to get them to where they need to be. Then after a few months, we have an honest conversation and say, like, hey, you know what? We're we're signed up for 50 hours a month. we're we're we're blowing past a hundred every single month. So let's let's look at a few different options. Let's let's just up our retainer so we can cover all that. You do need it because you're actually getting results with us. Or let's kind of tone down the scope of services and and start getting within this within the scope of work. yeah.

Jordan Lally:7:13
When you present that right there, w what are typically the responses you get? Like they're I'm billing you for fifty, but we're doing 100. Obviously we're getting results. I think we should continue, but we're gonna have to actually charge you for the work that we're doing now. Are people, business owners, receptive to that? Or it's like, blah, blah, blah. Like how do you how do you feel like they they respond?

Glen Fields:7:34
There's all kinds of business leaders out there. but what I find to be the most consistent response is yeah, you know what, I'm aware. your your guys are giving me presentations every week or every other week, once a month, depending on the tier of the client. And we we're we're very upfront with reporting the hours. every single meeting with a we have with a client where we were presenting results. We also present what we did in in this time frame since the last meeting, where the hours went, where we were spending and and what the hours are that we're billing for versus what the hours are that we're spending.

So if we're overspending for a client, the client has that idea. they're like, okay, you know what? I I know you guys have been going above and beyond, and that's how they treat it. Like, hey, you guys are going above and beyond consistently to get me to where I want to be. I'm happy with the results. I can reinvest it and and and push you guys up. I mean, of course, there's always some price point resistance and there's a little bit of back and forth, but I would say in the fourteen years, I I could probably count on one hand how many clients were like, No, I don't want I'm getting a ton of results, but I don't wanna pay more, so let's just scope down the services and let's get r less results. People just don't think that way.

Jordan Lally:8:56
Gotcha. I think it's very, very important, especially from like a Google ads perspective, when you are running, you know, other search results or LSA ads. If if you don't have or L S A R ads, but you know what mean. If you don't have a good branding presence, a a good website, a good like, you know, case study page, testimonials, et cetera, et cetera, if you are in the home improvement space, 'cause I used to work in that space, they immediately just like

Glen Fields:9:09
Mm-hmm.

Jordan Lally:9:22
I guess hit the website and leave, right? this looks like garbage. It's not trustworthy, whatever the case is. And it's I'm not sure if you know this saying or I'm sure you do, but if if you want to give a dog a medicine, you have to like wrap it in bacon or something like that. It's kind of like how it is with business. Like they want ads, they want more sales. Like I want more sales for you. But if we run ads to this website, nobody's getting sales. Like we have to change, we have to change this. And that's like the medicine, the website.

Glen Fields:9:25
Yeah. Mm-hmm.

Glen Fields:9:35
Mm-hmm. Yep.

Glen Fields:9:42
Mm-hmm.

Glen Fields:9:47
Yeah.

Jordan Lally:9:50
And then what they want, which is the bacon, and that and that's the ads. Do you find that like coaching that mindset has been a challenge? Or do you feel like it's it's dialed in, you know how to present that as the solution while still kind of giving them what they want? Or do they, I guess, have a flawed mindset and don't understand that concept?

Glen Fields:9:53
That's good.

Glen Fields:10:10
Again, it depends on the client and both parts of your question are cr are absolutely correct. Yeah, we've we've done this a lot and we're we're very straightforward, we're up front, and we're very frankly, we're very blunt when it comes to when it comes to a client's current online presence. And because that's that's that is something that matters to us because because that affects our results.

If every client that we're taking on, we're we're kind of becoming their de facto marketing department. We're becoming their in-house marketing department. And if we're not meeting the goals that we ourselves set, then then then we're really not being successful for the client and nobody wins there. So if we believe that that it that a just a horrendous current online presence and horrendous branding is going to shoot ourselves in the foot if we continue it, then then it's our responsibility.

Responsibility to bring that to the client. Yeah, there's always some pushback there. I mean, I think a lot of a lot of people who come to us specifically, they they've been they've been kind of coached by by the constant Instagram ads of that turnkey marketing agency that says, I'm gonna get you a thousand clients in three days or your money back. And people kind of come to us with this idea. It was like, well, well, why why can't you guys do that?

And and and I mean and I just kind of I mean, my my o my response to that is like, hey, you what, if these guys were that good, then they wouldn't need to advertise. They would all be retired living living Miami millionaire lifestyles. The fact that they're pounding you with advertising, claiming these completely unrealistic results, should tell you that they have no way of meeting them. in reality Getting to where you need to be as a business is a is a multi-step process. We can help you with the marketing side of it from start to finish, but there's also a whole lot of issues within the business that need to be ironed at. How's your fulfillment? How's your delivery? How's your sales cycle?

Glen Fields:12:18
all these things we kind of look at and we consult on because every step from first touch point to sale is is a ladder. And and it's a and it's a very predictable step on every ladder of that process.

And if some and if somewhere it's really, really falling off, like let's say ton of qualified traffic to the site, we're we're identifying ICPs, ICPs are filling out a lead form, they all seem to be in the market, and and it's just nobody's converting. Okay, then then the disconnect is somewhere in the sales process or in your offer. So let's let's revisit that. Let's see where let's review the calls, let's see what's happening. in products. Okay, like we've had an e-commerce site about nine months ago. beauty products, e-commerce site. We built we built the funnel for them. We we click start and ton of traffic, qualified, kind of meeting the metrics of some of our other e-commerce clients, but nobody's buying anything. Like nobody. It's That's bizarre. so we I actually went in there myself one day, one evening, and I tried ordering from the site. They have shipping to the US disabled. And we are advertising in US only. I I mean I was just like, really guys, like how many times have we asked you that this is working?

And you said yes. like that that that personally pisses me off because those are a week and a half of our work that went to nothing. We wasted the client's money and it's and at the end of the like at the end of the day we're still responsible for this.

Glen Fields:13:59
So but well it's kinda things like that. It was like, hey, like every every piece of it has to work. And I mean really, even though it was a hundred percent on the client, I still had a person like I had a I had an offhand meeting with the team and I was like, hey guys, gotta check that stuff. All right, like even though it's not our responsibility, it still kind of is. So let's let's do it.

Jordan Lally:14:19
Glenn, there's so many things I want to say. let's go back to the guarantee for a second. When I when I got I first started my agency six years ago, and like when the courses, the online gurus, that's essentially what they teach. Like if you have no results, no money, no anything, like slap a guarantee on there to like ease the the worry or like the fear on behalf of businesses. And

Glen Fields:14:23
Sure thing. Mm-hmm.

Glen Fields:14:38
Yeah.

Jordan Lally:14:41
I think now that I'm a little more sophisticated than six years ago, I think the more we slap guarantees on things, the more sophisticated that that prospect is, the more they run away, and the more they they move away from guarantees. For your your guarantee right here, Glenn, is I've been in business for 14 years. Like obviously I'm doing something right. I'm not gonna take advantage of you, I'm not gonna take your money and run. Like, you don't last in business for over a decade if you're you know taking advantage of.

Glen Fields:14:45
Mm-hmm.

Jordan Lally:15:09
of of folks. Like that's your guarantee right there. On the back half, the second thing I wanted to say is I feel like you and I kind of get along in this sense of like I care about like getting results more than like landing new clients, right? Cause the fact that you were you know you ran the the Google PPC campaign for that, the econ business, they didn't allow US shipping. It's like you took full responsibility of like we wasted a week and a half, you didn't get the result that you know we we wanted for you. Like I'm I'm like angry about that.

Glen Fields:15:21
Mm-hmm. Yeah.

Glen Fields:15:27
Are you?

Jordan Lally:15:38
What the hell's going on, you know? And I feel like that right there just shows that you care about results way more than like client acquisition. Cause if you're doing great work, if you're getting great results for your clients, like those are your best salespeople. They just keep on giving you more business, referrals, intro relationships, at least on our end. Like if we do great work, we always get intros. Is that kind of how it's working at your agency?

Glen Fields:15:38
Mm-hmm.

Glen Fields:15:53
Mm-hmm.

Glen Fields:15:58
Yeah. Mm-hmm.

Ex well yeah, I mean I like I always say the the the CAC for a client that you already have is zero.

Jordan Lally:16:08
Yeah.

Glen Fields:16:09
And I mean I repeat that to my team, I repeat my fulfillment team. they look for upsell opportunities, like there's always a bonus involved if somebody finds an opportunity to upsell. Like we're upselling a major a major client right now for basically all the way from a tier three all the way to a tier one. They came to us with this. They asked, like, hey, we want more from you because we like what we see. We feel like we're just kind of getting a sampler in a in a s on a small retainer. We want more of your team. Like how much more.

More can you grow our brand? So, I mean, I got my I got my strategist involved. We had a great meeting with the team. She just kind of went wild with projections and what we can do. And I mean, they just loved it. But yeah, I mean, that's there is no client acquisition cost for keeping clients happy. And there's no way that you're gonna keep clients happy if you just care about sales and then you kind of fall off and you don't care about the results. it's our reputation, it's it's our longevity with clients. Like our our oldest client has been with us for we're getting close to eleven years. the second oldest client's been with us for seven. Okay, th you don't keep clients for that long if you sign a contract and then disappear. And unfortunately that's what a lot of marketing companies do.

Jordan Lally:17:25
It g getting back to that point, you industry average, your cost of acquisition is gonna be around the same as everybody else's, right? Like just h more or less right around the same. Like whether that's the outbound, it's gonna be average for the outbound, or if you're running meta ads, it'll be average on meta ads, whatever. But LTV, like like like like what you just said, that is infinitely scalable. Like that number can always go up. There is no cap to how many times people renew their term.

Glen Fields:17:28
Mm-hmm.

Jordan Lally:17:54
Or pay for an upsell offer. I feel like I really feel like are both important. Absolutely. But like just from a business standpoint, they can spend infinite dollars with me. Like let's focus on how to how to get that process dialed in. And the way you do that is like having a great team in place that cares about results, that understands like the business, like the business problems to solve those before the business comes to us saying, hey, here's a problem, like let's fix it. It's like proactive leadership in a in a in a sense, right?

Glen Fields:18:20
Mm-hmm.

Jordan Lally:18:25
And I feel like, I mean, I have no idea what the end goal is for you, and I can definitely ask that. But like from an enterprise standpoint, like businesses or like, I don't know, private equity firms, they look at like two numbers, right? What's your CAC, right? What what what's it cost to acquire a customer and how much that customer stuff with you over a lifetime? Like the bigger that gap, you know, more more EBITDA or more equity value. I think people just simply forget. Like we really only like the activities we do in a business are only

Glen Fields:18:43
Mm-hmm.

Jordan Lally:18:54
for those two numbers, right? Like keeping customers happy, adding on more services, hiring r hiring rate staff is all for either decreasing CAC or increasing L T V. You know what I mean? Kind of going on a tangent there, but yeah, any feedback thoughts there?

Glen Fields:19:06
Mm-hmm. Yeah.

Glen Fields:19:10
No, no, you I mean you're absolutely right. I I I I started this agency because I mean well, number one, because I I was in PR and we were just starting out like I was l literally one of the clients asked to if we can do some P P C for them. it was before really it was a thing. the the CEO of the company asked me to take a look at it and learn it. I learned it and basically in a year I had my own company and he was out of business.

I I asked him a number of times to pivot. He was he was he was dead set on just hey, you know what? PR is just smiling and dialing. You pick up the phone, you call you call a publication to get your to get your cust to get your client featured. I'm like, nah, that's not the future, man. Like you can go directly to customers. Like you can direct to clients and and and and target them right where they are. We we can bypass the whole media angle. but but yeah, I mean I started the agency 'cause I I saw there was a need for for this kind of proactive approach for accountability. Like I come I come from d government work. I was I was in the Foreign Service. Like I I learned accountability from from from very early on. And when I got into PR and I got into advertising marketing, like I just saw that that that wasn't that wasn't a concept in this field.

And and and why not? it's it just seems like every big marketing agency that I worked with at the time, the expectation was like, Hey, you know what, just shut up and pay your bill and if you really, really care about what we're doing, we're gonna sit down with you for an hour, throw you a whole bunch of terms you don't understand, and you're just gonna sit there and nod, and that'll be the end of the meeting. We'll reconvene in a few months when you don't see any results, and we're gonna do the same thing to you. I was just like, Wha why why is it only like this? And co-founder and I and a few and a few people who kind of wanted to join our program, we really bought into this idea. And this idea sticks with me to this day. I mean, 14 years later, I still maintain that all of my CSMs have to create handwritten reports.

Glen Fields:21:16
yeah, I mean th there there's a ton of ways to automate it. There's a ton of ways to just send it directly to the client. I'm like, no, you're not gonna do that. you're gonna use you're gonna use PowerPoint and you're gonna actually sit if you are copy pasting numbers, I still want you to copy paste them into the report and present it in a way that clearly shows that you put this together. You didn't have a computer or AI put it together.

So you can speak to every single number, you can explain what that number means, why it's good for the client, and be responsible and be able to explain every single hour of every single task that we spent since the last time we met with the client.

And that's that's most of the feedback that I get from clients. It's like I I actually know what you guys are doing and I understand every single day. So and I'm I'm proud of that because that culture has seeped into everybody who works with us now and they buy into it as well.

Jordan Lally:22:10
That's freaking awesome, man. And I actually learned this semi-recently, but service it isn't just the result that you're delivering. And the best way I can explain this is like a Starbucks analogy, right? When you walk into Starbucks or walk into a new company, like how long is the line? How clean is the environment? How was the barista whenever I spoke with her? How long did it take to get my drink out? Did the drink taste good? Like I'm not only buying a Starbucks drink because it tastes good, I'm also

Glen Fields:22:21
Yeah.

Glen Fields:22:26
Yeah. Mm-hmm.

Glen Fields:22:38
Yeah.

Jordan Lally:22:38
like factoring in all these different things. And I bring this up because of like the the personal PowerPoint presentation with the CSM actually crafting it by hand. Your your your clients notice that. Like don't don't get that twisted. They've absolutely freaking noticed that they took the time to create this. And just like the Starbucks line or the cleansiness, like everything your agency and even mine does it it's it's being accounted for. And it took me a long time to realize that because

Glen Fields:22:51
Actually.

Glen Fields:23:02
Mm-hmm.

Yes.

Jordan Lally:23:08
I played baseball in elite level for a long time. All I cared about was like like getting the result. Right? Like I didn't care about anything else but like getting the result. And w initially when I started it was more so I guess the same thing. Like I just like you paid for X services, I'm gonna give you Y result. But now it's like like there's so many other skills and other I guess aspects to the business that I think I'm a lot better at now, but of course we're always improving. It's just there's a lot that goes into it. You know what I mean? Good stuff.

Glen Fields:23:14
Yeah.

Glen Fields:23:35
Right. Mm-hmm. Absolutely. Hey, you know, when when you go to a five star hotel versus a motel six and I had the pleasure of staying in a motel six in Seattle about a month ago, my my wonderful CSM got us in a motel six for a client meeting. I I I will never let her live that down.

Jordan Lally:23:38
Well.

Glen Fields:23:54
But but really what what what I notice the difference in is I mean it's okay, like rooms, whatever. You know what? You're you hardly ever spend time in the room. The difference is in the customer service, the difference in how is in how people greet you, the difference in h is in how the lobby looks, about how how how you how you're how you're

Jordan Lally:23:57
Yes.

Glen Fields:24:15
Catered on hand and foot. Like that's the that's what makes a difference between a between a motel safe and a five-star hotel. it's it it's not so much the room itself. And I mean we we we translate that as well. Like, hey, why you and I are 100% responsible for the difference in creating a one-star or five-star service for our clients.

They're it it's not the results, it's the service. So if we can create a service where they feel heard, understood, where they feel like every dollar of their marketing spend that they spend with us, we truly care about. And if if we can really communicate that culture to them, not just through words, but through actions, through proactivity, through c through I mean through our presentations and and and and kind of like how we how we hand deliver them.

Then clients value that. I mean, I hate to say that they value that more than results. Clients will stay for a company that is not producing but has a great relationship with you over a company that is producing well but just doesn't seem to care about you whatsoever.

Jordan Lally:25:27
If you're a number in the system and and and kinda like with like working for a large enterprise or corporation versus working with a smaller company or agency, whatever the case is, 'cause like you're recognized, like your work is meaningful and you actually feel that, you know. Getting back to relationships, like I come from a hardcore door to door sales background where it was one call or one not closes, you know, and now kind of moving into a a a higher ticket item, I've realized that like relationships are like vastly important.

Like if you start just selling and pitching your stuff immediately, like people are so turned off and like th they they they tune you out. On the flip side of that, like if you actually truly care about somebody, like put the relationship forward, the the the person on the other end of that notices, like they they see you like being a real genuine human being and not like just trying to sell them something or like get them to to to purchase your upsell if it's a CSM relationship or situation. I feel like

Glen Fields:25:58
Mm-hmm.

Jordan Lally:26:21
Were you always did you always have that, like going with your PR or I guess going back to your PR marketing firm? Or is that something that you had to like learn along the way?

Glen Fields:26:32
I've I would not say that I've ever been a natural salesperson. it's n it's never been my forte. Like I I I've always been kind of the back like I've always been the strategist. I've been the executor of campaigns, I've been the I've been the person who motivates teams, like I'm I I a CEO title with a COO heart. and I I really I I approach every every business development call and I mean thankfully I'm in thankfully I'm in the position of not having to do a lot of those myself anymore. Frankly none. I mean I've got I've got an incredible talented Biz Dev team with me. but whenever they ask me to kind of yeah to kind of play back up on a call, sp for for for a client that they want my expertise in.

I jump in and I I I don't talk sales. I I I really try to get into the mind of what this client needs and just spitball some of the things that we can do for them. And before I know it, I mean I've been I've before I know it, I've been talking to for for 30 minutes, 45 minutes, and I'm just and I'm just talking about the potential of their business and what they can do with with with our help.

I think clients really feed off of that and it it's it's not done on purpose. It's not disingenuous. Like I I I genuinely get to a point where I'm excited to work with them.

Like they haven't signed yet and I'm already thinking about the relationship in three months, six months, twelve months. Like where are we gonna be in two years with this person? how many more like how many more affiliates are they gonna open up? Are they gonna open up franchises in other country? What's their CAC gonna be in the in in a year and a half? that's that's how I approach new business new business. That's how I approach talking to really every every client I have.

Glen Fields:28:22
And that I feel like comes naturally 'cause I'm I'm passionate about what I do.

Jordan Lally:28:27
No for sure. And then you brought up something important that I think the audience would love to understand. From the from the biz development side, are they full like account executives or like they go out they go they go out there and hunt deals, run the sales process, or do they hunt deals and then kinda bring that person to you?

Glen Fields:28:31
Yeah.

Glen Fields:28:46
There's a lot of different activities within BizDev. I mean inbound, outbound referrals. I I mean I have I have a talented biz dev department that handle handles all of it. we we work with a few different vendors who who bring us who bring us leads. Of course we run some of the leads ourselves. there's a very important aspect of actually having a vendor bring your own leads so that you're not your own customer. I've learned that the hard way. it's like if if you're asking a fulfillment team for whom more leads and more sales just means more work to put their to put their effort into doing into basically bringing themselves More work, the the results are disastrous. But if you find if you find a good vendor who you who you have a good relationship with who can actually do that for you and they're running the b the B2B side of things while you're while you're servicing your clients, it it winds up being a really good relationship. I have the I have my outsource vendors working with my bizdev team.

I have my in house ad buyers kinda running oversight, but they're not running things, but they're overseeing things just to make sure that everything is on the up and up. I'm in there, I'm in there quite a bit, but I try to be hands off because I t try to let the professionals do their work. And yeah, I mean I'm notified of results. I'm notified of when Client really needs to hear from a C-level person to sign. I review their work. Sometimes I jump in late at night and do a proposal just because I enjoy doing that as well. And I mean I try to I try to be hands-on. I mean, as far as how they get leads, there's a variety of ways. There's outbound, inbound, referral. We do we have several, I call them Rolodeck salespeople.

Glen Fields:30:35
basically outside salespeople who are experts in a certain vertical. Like for example, they they they know everybody in the marine industry down here in South Florida. They go to every show, they get they g they go to every boating event and they they shake hands with all the movers and shakers and they just know when to when to pitch us the right way. Then I've got another another role deck salesperson who knows everybody in the sports arena. Like they've gotten us the Florida Panthers. I mean they've gotten us IndyCar. they've they just kind of they they they shake hands, they make the right introductions, and we we we pay them for that introduction.

Jordan Lally:31:11
That's actually really unique. Yeah, partnerships can definitely go a long way. Like the right strategic partnerships. On that note, I guess looking forward over the next twelve months, if you had to pinpoint like one thing that you would love the company to achieve, what would that one thing be?

Glen Fields:31:15
Yeah. Mm-hmm.

Glen Fields:31:28
man, I have so I I have so many goals. I think we'll be here for another hour. what I would really love to do is get a consistent and repeatable cost per acquisition for our tier one clients.

I mean tier ones are our like our highest level clients and the sales cycle for them is quite long and what I find is that we were not the best at h at signing tier ones from the start. We're very good about signing a tier two or a tier three and then kind of like what I talked about earlier, showing them the value and bringing them up that way.

I mean my goal over the next six months to a year is really kind of hammer down my biz dev team to to get a repeatable process for signing tier ones. we're the amount of work that we put in for tier ones, twos, and threes does not translate in in in a linear manner. So our I mean, by by the amount of what we can offer and by the amount of talent that I can devote to a certain team, tier ones are really our best clients.

Jordan Lally:32:42
Who would you say is the best fit on like employee standpoint, ballpark rep standpoint, who's best suited for a tier one?

Glen Fields:32:51
For so a number of different verticals. So in the in the automotive in the automotive arena, I'd say I'd say either a manufacturer, a parts manufacturer, like we we work we work with with a tire manufacturer, we like as a we we used to we used to consult for IndyCar. like a a parts or an automotive products manufacturer with a foot with a nationwide or worldwide foot footprint would be a good tier one. a rental agency with a few different locations, basically like a rental fleet management company that that manages of a hundred plus vehicles. in the let's say in the education field it would probably be a a well-funded private school or a or an education management company that runs a few different locations. just somewhere where we can where we can work with a variety w w with basically a few different locations at the same time.

Jordan Lally:33:46
Gotcha. Understood. Okay, cool. I guess out of curiosity, have you thought about anything about approaching that I guess segment of the market or segment of the like those verticals to land tier one?

Glen Fields:33:49
Mm-hmm.

Glen Fields:34:04
We do that now. I mean our our our our lead gen and our outbound inbound and outbound efforts target both verticals. And and again, I mean I I find that the majority of our clients kinda land in that tier two to tier three arena and we and then we work with them and when I'm not gonna say if when they're happy with what we do, we we eventually push them up to a tier one.

Jordan Lally:34:13
Gotcha.

Glen Fields:34:32
I mean it's I I'm very happy with where the agency is right now. I mean I I'm noticing steady growth and I mean of course I have some growth metrics in mind and where I'd like the company to be, but as far as the direction that we're heading, I'm very happy with. Like if there's one thing that that I feel like we we could do better in is a a a repeatable approach to getting tier ones through the door.

Jordan Lally:34:57
Gotcha. But th thank you for the context there. Let's see, Glenn. I enjoyed the conversation. I I do wish you had more time. Where could they find you if they wanted to explore more of your work?

Glen Fields:35:08
bigdealagency.com. I'm I'm very very lucky to have gotten that URL when gotten that domain what that can was available. I imagine it would be like a few hundred thousand by now. But yeah, the bigdealagency.com they can find me on they can find us on social media, on Instagram, on Facebook.

I do like a mini episode podcast on on social media now for Instagram Reels where talk about talk about questions that really clients ask us. And it's been getting pretty good getting getting pretty good feedback so far. But yeah, our our website is about a year old now. We were completely revamped our website. We put a ton of case studies over the last fourteen years in there. So it's it's a great place to to see some to see what we do.

To see how we can help any type of business and go forward and book a call with one of our very, very talented salespeople.

Jordan Lally:36:05
Amazing. Glenn, thanks joining joining joining the show, my man. I had a ton of fun, learned a lot from you. We'll have to be on like 12 months or so to kind of see what the business is, but nonetheless, thank you, my.

Glen Fields:36:14
Pleasure. Hey, thanks so much. That was it was a pleasure. Thank you. Yeah, bye-bye.

Jordan Lally:36:17
Yes, audience to the next time.