Episode 443: Scaling Business and Boosting Revenue with Lee Price
In the journey of scaling a business, particularly one that has experienced rapid growth, efficient lead conversion is a crucial factor.
In this episode, Adam Stott sits down with Lee Price of Secret Service Singers to explore powerful growth strategies for scaling a business. Having already tripled his business revenue, Lee seeks insights from Adam on how to propel his success even further. With a focus on critical challenges like conversion rates and team building, this workshop offers actionable advice for entrepreneurs aiming to optimise operations and achieve exponential growth.
The Secret Service Singers is a unique entertainment business specialising in surprise singing waiters for weddings, corporate events, parties, and other special occasions.
Show Highlights:
- Building a successful business often requires streamlining operations and focusing on high-ROI activities to reach revenue goals.
- Prioritising customer relationships through effective lead nurturing and qualification processes can significantly improve conversion rates.
- Creating a dedicated role for a sales organiser can optimise lead handling, freeing up time for business expansion and personal pursuits.
- Balance is crucial; entrepreneurs should manage workloads carefully to maintain personal wellbeing and business performance simultaneously.
- Exploring joint ventures and expanding service offerings can pave the way for future growth and diversification.
Links Mentioned:
Get your Business Growth Secrets SUCCESS PLANNER for FREE and profit like a pro: https://adamstottplanner.com/free-book47315172
Adam’s website: https://adamstott.com/?el=Pod
Watch the Episode on Adam’s YouTube Channel: https://www.youtube.com/adamstottcoach?el=Pod
Connect with Adam on Instagram: https://www.instagram.com/adamstottcoach/?el=Pod
Join Adam’s network on LinkedIn: https://www.linkedin.com/in/adam-stott-coach/?el=Pod
Coaches, consultants, and business owners – lower your marketing costs, increase ticket prices, and get more high-ticket clients: https://3daybrandbuilderworkshop.com/start-here?el=Pod
Transcript:
Please note this is a verbatim transcription from the original audio and therefore may include some minor grammatical errors.
Adam Stott: How do you add a hundred thousand pounds in revenue to a business in less than 50 minutes? Today I’m in the studio with Lee Price from Secret Service Singers. Lee is one of our great clients, and he’s in one of our coaching programs, achieving amazing results already, trebled his revenue. Working with us and in this next 50 minutes, I’m gonna show him how to double that again.
[00:00:30] You are gonna be learning so much, it’s gonna transform your business too. And if you don’t know me, my name is Adam Star. I’ve done over 156 million in revenue in my business career, starting my first. Business ever in 2008, age 25, and have built multiple seven and eight figure businesses since we are gonna be drawing on that experience, the ups, the downs, the twists, the turns, and really helping Lee to build out his business.
[00:00:58] And what we are gonna be doing in this session is we’re gonna be working with Lee on a business audit. We’re gonna be looking at his challenges. We’re gonna get deep. Into those challenges, and I’m gonna give him lots of advice and guidance on how to put things right. I haven’t seen what Lee’s gonna say to me.
[00:01:16] I know just the big picture. I dunno the detail. This is gonna be all off the cuff, jumping in, working on his business real time. So enjoy yourself. Buckle up, strapping, make sure you’re following us along in the comments. And if you haven’t, of course subscribed yet, go and do that. So let’s dive into this episode of the Business Growth Secrets.
[00:01:36] Lee Price: Hi guys. My name’s Lee. I am the owner of. Secret service singers. So we go into weddings, corporate events, parties, charity events, the lot. When you find that lull when the guests are at their tiredest, when it’s just after the meal, we go in there, we blend in as waiters all day, and then we smash out an entire performance.
[00:01:53] We get everyone on their feet. We bring two families together as a, as one at a wedding, and people absolutely love it. And there’s no lull throughout the day. And when they go right with. Members for the rest of their life. Way after that first dance, people come back to them in 10 years time saying things like, oh my God, thank you for having us there.
[00:02:09] And they love it.
[00:02:10] Adam Stott: Really pleased to have you here, Lee, on the Business Growth Secrets audit. Um, love your business and obviously you’ve been working with us for a period of time now, and you’ve done great things. You won a player of the month, which means you get stuff done. You take lots of action, which is why we’ve invited you in today to, to look at your business.
[00:02:26] What I wanted to do with you today. Is to get even more under the hood. Um, understand what your challenges are and the deeper we go into the challenge, the bigger outcome we can look to get. You know, for me, I just want to help you. I wanna help you to make more money. I wanna help you save more time and generally have an easier journey in the business.
[00:02:44] You’ve done really well already. You’ve built a good business. You’ve just come in and introduced yourself. You understand the benefits of your business very well. You communicate the problem and how you solve the problem. Well, let’s dive into the business now. What’s happening underneath the hood of the business at the moment, and where are you currently?
[00:03:01] Lee Price: So with the UK’s most love singing waiters, and we are six time award winners in 2025. So far already with more nominees counting as well. Um, so the business revenue before I met you, Adam, was at 29 k. Between Jan and August, and then after I met you to now, um, I’ve scaled that to 104 K and total so far is 133 k.
[00:03:24] As of today, that’s gone up to 136 K. Right. So I’ve done that so far. I think first of all,
[00:03:28] Adam Stott: give you, so that’s a big round of applause to you, mate, you know, to take the business from 30,000 in revenue to a hundred thousand in revenue in a short period of time that shows what an A player you are. Uh, I know you’ve got loads of work ethics, so, so well done on growing that revenue.
[00:03:43] And when you grow revenue like that in a business, you’ve trebled the business in a short period of time that’s gonna present itself with growth challenges. So let’s try and understand those. That’s awesome.
[00:03:52] Lee Price: Yeah. So this is my advert. So, um, I took what you gave me, um, I’ve taken all of your advice. I’ve really hit the, the pain points.
[00:04:00] I’ve get their attention straight away. Um, one of Jim’s gems was the fact that boring wedding alert. So I catch their attention straight away ’cause people are like. See that as an insult. I, I ain’t got a boring wedding. And then straightaway I ask ’em the main question that they’re getting married in this year.
[00:04:15] Let’s crank up that fun and then imagine this. So I’m getting ’em to picture it straight away. So our celebrity singing waiters are blending in as regular staff and serving your guests all day. Then outta nowhere, boom, we burn into that massive epic performance that’ll leave the guest smiling in awe forever.
[00:04:29] And then we throw in there that we are sixth time award-winning in 2025. We are the UK’s most loves singing waiters company. We won an award for that from a company called Hitch that specialize in weddings. Uh, we bring unforgettable moments to the wedding day. The cake gets eaten, the flowers will, but the memories that we create, they last a lifetime.
[00:04:46] And then we throw in our little CTA. States are going really fast, locking your dream wedding entertainment with a free quote right now.
[00:04:54] Adam Stott: Okay. So, so before we, we move on from that, um, I think you’ve done that really well. Okay. Um, you’ve, you know, there’s some good copy there. I understand the creative there as well really shows that experience.
[00:05:06] And this is the lead form that you are currently running? Yes. So
[00:05:08] Lee Price: from here goes straight into a lead form. So they tell me their date, their venue address, ’cause without that I can’t do anything. Their full name and obviously their contact. Um, details. And then since I’ve put this up in the last month, you see at the bottom here, my ad is performing 61% lower than all of my peers.
[00:05:24] So in the back end of Meta, um, which I all learned through your strategies, putting all my competitors’ details, and it, the meta’s really powerful and it just, it shows us who’s competing against what, who’s doing what, and it’s figured out that my advert’s basically the best. So I’m happy about that.
[00:05:41] Adam Stott: Yeah.
[00:05:41] Well, you’re doing a good job here, right? So let’s keep going. Hey everyone, hope you’re enjoying the podcast. We’ve got a free training that I’m doing right now online from the comfort of your own home called Standout Brand. What this does is it shows business owners how to get noticed on social media standout.
[00:05:59] Get more leads and get more sales. So if you want to make more money in your business, head over to adam.com/sob. That’s adam.com/sob and join us on the free three day workshop, standout brand. There are tweaks that we can make to, to tweak that a little bit. Which could give us some, some different performance levels, but let’s, first of all, find out where we’re at and then we’ll work from there.
[00:06:27] Okay, great. So you’ve got some stats from, so for March?
[00:06:28] Lee Price: Yeah, so for March, um, my rough outgoings per month, it does obviously increase or decrease from month to month, depending on how many gigs I have per month. March is. A pretty slow month because wedding season starts as of April. So my outgoings per month on average is 2.5 K.
[00:06:46] Um, obviously the more weddings I have then that does go up ’cause I have to pay singers, fueled hotel accommodation, et cetera. So my ad spend for March was 925 pounds. The sales that I made in March were 6,495. My cost per lead, um, so I’ve got 104 leads at eight pound 84, but I only. That was generated for March, and I figured out that for every pound that I put into my ad spend on average, I get it returned seven pounds.
[00:07:14] Adam Stott: Just, just so you know, just for, for, for everybody else that’s watching this, you know, if you’re watching this for the first time, this is really good. Leah’s done a mega job at crafting a powerful advert with some great copy that really grabs people’s attention, makes them inquire. He’s also performing.
[00:07:31] Very well his ROAS and his investment return. This is also known as roas. So return on ad spend for every time he puts a pound in, he gets seven back. So you can imagine this, he just puts more pounds in, he makes more money. Uh, we’re gonna see what the challenges are with that. But I want you to know that this strategy here, lease following our programs, he’s doing exactly the right thing.
[00:07:51] He’s spending money, he’s creating returns. He’s generating leads. What I can’t wait to do is get in between these numbers and maximize, right, which is gonna be really cool. Thanks, Lee. That’s awesome, mate. Keep going buddy.
[00:08:02] Lee Price: Yeah, so my, my main challenges are at the moment my conversion rate is pants. It’s 4%, so I know that can get a lot better.
[00:08:10] So out of those 104 leads, only four booked, so that puts it around 4%, which I know can be so much more better. At the moment, I’m having a real big issue with a lot of cowboys in the industry doing what I do for less than half the price, but. They clearly haven’t got the halo effect. I have another challenge that I want to get over this year is working less in the business.
[00:08:33] I wanna run the business. I don’t wanna be in the business as much. I wanna pick and choose what I want to do. I still enjoy doing the weddings. I will still forever sing at weddings ’cause I love that and I wanna take a step back from working in it. So I wanna create a sales team that go out. Increase the conversion rate, which means I have more time to spend with my little boy who’s six.
[00:08:52] So I’d love to do that.
[00:08:53] Adam Stott: Okay, so what we’ve seen here from Lee is now we brought out the challenges and we’ve got three challenges and we’ve got a big outcome, a big why. Lee wants to spend more time with his boy hunter, which is awesome, and I think this is something business owners experience all the time.
[00:09:08] The business consumes them and it takes away a lot of their private time personally. I’ve experienced the same challenge. You know, I love nothing more than spending time with my little boy, Sammy. And that’s what I want to be doing, and that’s what I enjoy doing. And often if you don’t mechanically add that in and really work hard on how you operate, that becomes difficult.
[00:09:28] So you don’t wanna compromise family. You want to have it all. You wanna have a great business and be able to spend time with your family, and I’m sure many of you watching, uh, will resonate with that. Um, Lee’s identified three problems I’ve identified just in hearing that from Lisa, more opportunity, which is awesome, which I can’t wait to get into.
[00:09:44] But he’s saying specifically, I. Conversion is a challenge at 4%. Uh, but I’m gonna explain Facebook ads and what we’ll come to see, uh, during this is that actually, uh, the conversion might not be the challenge, and we’re gonna work in that in a moment. The second part is the building of the sales team.
[00:10:02] What’s really cool is Lee hasn’t got a sales team yet. He’s at a standing start and many of you watch him might be at that place and he’s probably feeling like he’s doing absolutely everything. We’re gonna show him how to transition out of that. And then the third step being taking a step back. I think that’s what all business owners want.
[00:10:17] So this is gonna be incredible and I can’t wait to jump into it. So, great stuff. Lee. Uh, one other thing you just mentioned, which I think is really cool for people to watch in, to understand, as you mentioned, the halo effect. So the Halo effect is building a brand that stands you out against your competitors.
[00:10:34] Yeah. And you’ve definitely done that six times award-winning in a short period of time. You’ve built your brand up, you’ve got great credibility, you’ve got reasons for clients to choose you. So congratulations on that. Let’s jump into these different elements. So to solve problem number one, your conversion rate.
[00:10:52] Let’s go backwards to the slide where Yes, this, this slide here and we actually have a look and, and, and see where we’re at. Okay. Because. Your conversion rate currently you are mentioning. Is 4% from leads generated, and that probably seems like you’re generating a lot of leads. You’re bringing in a lot of new inquiries into the business.
[00:11:17] It’s taking a lot of your time to phone them. Grind through it, go through this process, uh, which makes it difficult. And then you probably feel like you’re getting a lot of doors shut in your face, people not responding to you and you’re getting frustrated. Okay. Would that be an accurate assessment of where you’re at?
[00:11:34] Yeah, definitely. Okay, cool. However, I. It is something that we need to understand about Facebook ads, uh, in general, right? So I’ll explain this for you and for, for everyone watching. What we have to imagine is that when you are placing a Facebook ad, literally what is happening is that people are literally sitting there, they’re on a train.
[00:11:56] They’re on the toilet or wherever they are, and they are literally just scrolling through and they’re on a Facebook ad, Instagram ad, whatever, and you are stopping them. And the reason, let’s get clear, the reason you’re stopping them is you’ve got a good ad, okay? The reason you’re stopping ’em. So by the way, this is why the lead part is working.
[00:12:14] Lee has a good ad, he has a good target market. He’s got good copywriting, good visuals. That’s why his Facebook ads are working in terms of lead generation. So people stop. And when they stop, they then click and there are only two or three clicks away. From literally giving you their name, their email address, and their phone, and say like, click and it auto-populates their name and their email, and they click and their phone number, and then they click again.
[00:12:43] Now at that point, what you have to realize from a customer journey perspective, people have spent a total of about if they’ve read the copy, they’ve, let’s imagine that they’ve read the copy. Not everyone will read the copy. They’ve watched the video. And then they’ve clicked at the very most, they’ve spent a minute with your business at the very most, and that is where they’ve left the inquiry.
[00:13:10] So if you look at that one minute they’ve spent with your business in a very, very busy day, people get between 4,000 and 10,000 messages a day. And yes, they’ve interacted with your business for a minute, but that’s like your total relationship is one minute long. And that is why your conversion rate is at 4%, not necessarily what you’re doing and what you’re saying on the phone.
[00:13:36] It’s because the nurture that is required to take those leads from cold one minute spent to hot requires. Time. So we need to spend time with these people. This is a critical component and we’ve gotta figure out how to do that. So that’s like the first thing that we’ve gotta do and, and that I wanted to mention.
[00:13:54] So we’ll come back to Nurture in a moment because that is going to help us a ton. When we look at this part of the conversion, the bit that I’m looking at is I’m looking at the bigger picture. So for me, the bit I’m getting really focused on, if I had a digital cash machine and I put a pound in it, if you imagine I’ve got a cash machine here, I.
[00:14:17] It’s gray, it’s got a slot at the top, it’s got a slot at the bottom, and I literally put a pound in it and it smacked me seven pound out. I was able to get seven pounds. Guess what I’ll do? I put another seven pound in, right? And then it’s gonna keep generating me. Might I got 49 pounds, right? And then I’ll put the 49 pounds in and then I’ll get more money out.
[00:14:33] I’m just gonna keep doing it because this multiplies money. So what you have is you have an ad, you have a process that allows you to multiply money. Which is mega, but a problem is, is the workload between the ads and the money multiplication. Yeah. That’s the problem. Right? So what we’ve gotta figure out is the management of that workload, which you’ve mentioned a sales team, which is awesome because we’re gonna come to that in a moment.
[00:15:05] Uh, but before we do, um, I have to ask the question, how much more could you take? Say I doubled that ad spend now. And that doubled our sales. So let’s imagine that I put this, imagine we went to two grand and we got 14,000 back in sales. Can you handle this workload? Can you handle this amount of leads?
[00:15:29] Where are you at in that process?
[00:15:32] Lee Price: Um, the, the amount of time I spend on the phone is quite overwhelming. So if I doubled it. Uh, I’d really have to grind hard. Um, I do a lot of stuff outside of my business as well, so I still sing all around the uk so I’m singing tonight, I’m singing tomorrow night, singing Sunday night.
[00:15:47] I sing a lot outside, um, which is nice for me. Um, good for the business as well. Excuse me. Um, if I doubled it, it would be possible, but I’d be breaking myself.
[00:15:59] Adam Stott: Yeah. Okay. So there’s, there’s basically a, we’ve gotta look at what the bottleneck is. Yeah. And the bottleneck at the moment is, is essentially you in the business, which is very, very common.
[00:16:08] Okay. So when we look at the leads, so this is the next question, which becomes really important, right? And this is, if you’re watching this and you’ve got a business, you know, lots of people would like to be. Getting this type of model in, but then you have to consider the time. And the second thing you have to consider is 104 leads generated.
[00:16:28] You are saying that we converted 4%, right? Which means that out of those 104 leads, we might have four deals. Is that about right? Yeah. Yeah. So we’ve got about four, four deals, uh, that we brought into the business. What happened to the other a hundred people? Um, where, where, what happened with those? Tell me about what happened with those a hundred.
[00:16:50] Lee Price: So I do have the CRM system off the back of Gold Circle. Um, a lot of it. Is automated. So, um, I do have a nurture program that I’ve built in through the automations. Um, so it looks after them, it sends them emails, it sends them texts, um, tries to get ’em excited about talking to me. Um, a lot of them have said things like, for example, you are too expensive because I’ve found somebody do it for three quid.
[00:17:17] Yeah. You know, nah. So. That does happen. Um, so I then have a nurture system of if they see why it’s too expensive or they, they think it’s too expensive, um, it goes into my one automation where it explains the diagram of what goes into it, but the value that they get out of it at the end. Um, that also then goes into another lead.
[00:17:39] Um. Which then nurtures them for further, I believe, three weeks. Um, but then they can obviously opt out of that.
[00:17:48] Adam Stott: Okay. Cool. Um, and in terms of what your objective is, we know your challenges. What would you say like your main objective? We’ve got the objective of spend more time with your son. Yeah. So doubling up your leads, moves your away from that objective rather than towards it.
[00:18:02] Is there any other business objectives? You talked about the business getting to 104,000 in revenue now. Where would you like to see, if you had a magic wand and you waived it over this business, where would you arrive in 12 months time?
[00:18:16] Lee Price: So that comes to my target. Okay. Which is, I wanna do at least 200,000 KA year in revenue.
[00:18:22] Adam Stott: Okay, great. Alright, brilliant. So we wanna get to 200 KA year. So let’s go backwards, um, and, and let’s work that out. So your objective is 200 KA year. Yeah, but then you’ve got a time objective here. You wanna spend more time with your son. Yeah. Okay. So I understand very clearly and very measurably the the income target, but let’s actually get very clear and measurable on the time with your son.
[00:18:46] And how much you work in the business. So you’ve told me you’ve walked in here. Um, in fact, for the camera, you can tell everyone what you said to me when you came in. You said, look, I’ve been working, I’m tired. Give us a bit of an overview about how you feel right now.
[00:18:59] Lee Price: So, um, yeah, I mean, I’d spent three hours driving here.
[00:19:02] Um, I was, I was a bit half past six. Um, drove here to do, do this for the lovely viewers and tonight I’ll be going back home. Seeing my son for a little bit and then I’ve gotta go straight back out for, to sing, um, tonight, um, at a club. And same again, tomorrow I’ll be doing exactly the same. Okay. So talk to us
[00:19:18] Adam Stott: about singing at that club.
[00:19:19] So you’ve come here, we’re working on the business, right? Um, you’ve, you’ve gotta go and you’re driving home. You can see your son, you’re spending some time with your son. How long you spending with your son today?
[00:19:29] Lee Price: Um. Today, I’ll probably get to see him for about an hour before I have to go again.
[00:19:33] Adam Stott: Okay, cool.
[00:19:34] Alright. Tell me about the, uh, about the singing tonight. What does that look like?
[00:19:38] Lee Price: Uh, so that’s just, um, just a, a. Just people come into a club and they, um, watch entertainment, which is me. So I was on the X Factor 2013. I got to Gary Barlow’s house. Um, I still sing all around the uk, um, as you know, ’cause you book me and um, yeah, people come in, they watch me, I entertain them.
[00:19:54] That’s two sets of 45 minutes I sing and I just, I have a good laugh. I get people up on stage to sing with me, that sort of stuff. Um, so yeah. So you’re gonna do that tonight? That’ll be tonight.
[00:20:06] Adam Stott: And then tomorrow you’re gonna do the same thing, Lee.
[00:20:08] Lee Price: Exactly the same thing. Okay. Minus this.
[00:20:10] Adam Stott: So are these numbers incorporated in the business numbers that you’ve given me?
[00:20:15] Lee Price: Yeah.
[00:20:15] Adam Stott: Yeah. So this is the delivery of the service? Yeah.
[00:20:19] Lee Price: Oh no, sorry. Not for my business. No. This is just outside of the business. Okay. So this is separate. This is not in the revenue figures. This
[00:20:25] Adam Stott: is another thing that you do. Yeah. And how often are you doing this?
[00:20:29] Lee Price: Um, most weekends. Okay. If I haven’t got a wedding, I’ll definitely do one.
[00:20:33] Whereas if I have a wedding, I’ll look and see if it’s doable.
[00:20:38] Adam Stott: So are you, would you almost say that you run two businesses? Pretty much, yeah. Okay. So you are running your own personal service, your personal brand? Singing. Yeah, going out there singing. And what would you typically get paid for one of these two sets?
[00:20:51] Lee Price: Um, around two 50.
[00:20:54] Adam Stott: So 250 quid? Yeah, two
[00:20:55] Lee Price: 50 quid. Yeah.
[00:20:56] Adam Stott: Okay. So you’re not doing it for the money, you’re doing it for the love.
[00:20:59] Lee Price: Yeah. For the, would that be fair to say? Exactly, yeah.
[00:21:01] Adam Stott: Okay, cool. But then you are also saying that this is compromising time of your son.
[00:21:05] Lee Price: Um, well, he’s asleep when I’m doing this, so it, it’s not too bad.
[00:21:09] ’cause when he is asleep, I can go and work, bring some more money, which then I can spend on him to take him to Disneyland, Paris or something.
[00:21:15] Adam Stott: Alright. So what we’ve got here is something that’s very common. Um, within, within a business, you’ve got a passion, something you’re passionate about. You’ve got a family that you wanna be with and spend time with and look after, and you’ve got a business which is rapidly growing.
[00:21:30] In fact, it’s t troubled. Yeah. And in order to go up, you gotta give up. Most people think that they need a bigger to-do list, but often what they need is a stop doing list. And they need focus, and they need to eliminate distractions. I’m about to dive into the business, but the thing is, if I give you all these actionable steps and these things to do and then you go off and you do four sets over the next two weeks and you haven’t got any time and you’re tired and you’re worn out, it means that you’re not gonna work effectively on your business.
[00:22:01] So I think what we’ve gotta look at is putting some boundaries and some discipline in around just singing. Now, what I would suggest is that. These at two 50. That’s not the highest use of your time. In fact, it’s actually quite a low income generating task because for the wedding singing, how much do you charge?
[00:22:19] Lee Price: Um, so a singer weight is set for two singers is 1, 2, 9, 7.
[00:22:24] Adam Stott: Okay. So it’s five times the amount of money.
[00:22:29] Lee Price: Yeah.
[00:22:29] Adam Stott: For doing the same thing?
[00:22:30] Lee Price: Yeah. Well, less actually. So singing wise less, ’cause we do eight songs, but it’s very interactive. Okay.
[00:22:36] Adam Stott: So is it becoming obvious to you what needs to go? Yeah. Yeah. Okay.
[00:22:40] Right. So we, we, we need to look at. Uh, this is what I would do. So this would be my guidance for you. ’cause what we’re trying to do here, it’s easy, easy for me to get into numbers and say, right, nurture this, do this with your ads. Do this with that. Yeah. Bang, bang, bang. There you go. You doubled your revenue.
[00:22:54] You’ve got your 200 grand, that’s fine. But the problem is if we burn you out in the process of getting there, that’s no good for you. We’ve gotta actually holistically look at everything. So this is what I would do. The first thing that I would do is I would book one Lee Price Personal Month. And I would pick your job and I would go there and I’d be excited about it and I would love it.
[00:23:20] And I would do the, the best thing that you could do and go and really give it and enjoy it and have your focus on it. And, and that way you still get your hobby. You still get to enjoy being the star, doing the thing you’re gonna do. But you’re not dotting all over the place and what you are doing is you are reserving and retaining what we call brain space.
[00:23:43] Okay? So let me just flip back and, and tell you why this would be my guidance. I enjoy speaking. Um, speaking is one of my passions. I love to speak. I love to be in front of a big audience. I’ve spoken to 3000 in South Africa. Thousand in London, you know, 500 in London was high, 450 in Scotland. Been all over the world doing this, and frankly, I could book gigs to go and speak every day, all day, get in front of people and get paid to do it.
[00:24:11] But if I did that, I wouldn’t have a business. And the reason I wouldn’t have a business is because I’d be doing my passion. I wouldn’t be building the business and making the impact that I wanna make. So at some stage, as much as I enjoy it, I’ve gotta look at a bigger picture. Now, what I do do though, is I allow myself one speaking gig and I do it per quarter.
[00:24:36] Actually. I say, we’ll do one a quarter, but you, you really, at this stage, you are starting to tone down on it. I would first of all go with one a month. And that for you is gonna mean some lost income. But this is really important and this is really important, not just for you, for anyone else that’s watching.
[00:24:53] Is you’re gonna take a slight dip on your income, but what you’re gonna do is you’re gonna buy back your time. You’re gonna buy back your brain space, you’re gonna buy back your creativity, which means that you are gonna be able to be the best version of yourself and show up for your business, but also show up for your son without having a runoff to go and do, do, do the gigs and stuff like that, even if he’s not there.
[00:25:18] Right? And this is then gonna allow you. To go and take your business from a hundred to 200 with what we give you next. And I’m gonna break that down in a moment of exactly how we do that. Now, what you’re gonna lose, let’s say you do, do you do two of these a week? One a week, yeah. Roughly two a week. Two a week, right?
[00:25:34] So if you’re two 50, that’s 500 quid a week. So you’re about to take a 2000 pound. Pay cut personally, right out of these gigs that you are doing. But your job now, and this is so important, like this is, this is actually a really big entrepreneurial lesson for people because people prioritize income sometimes, and especially if cash flow’s hard.
[00:25:56] And taf, and it feels like you need to keep the wheels in motion. You need to be grinding, you need to be earning all that kind of thing, but that’s not gonna be what gets you to the next level. What gets you to the next level is gonna be protecting your brain space, protecting your creativity, and getting yourself into good place.
[00:26:10] So you’re gonna take a 1,750 pound a month pay cut, but we are gonna invest and we’re gonna buy back our time. And now what we’ve bought back is we’ve bought back. If it takes you an hour to drive there. Three hours to do the thing. An hour hanging out and another hour driving back. You’ve now got yourself 12 hours a week back and you’ve got yourself some rest, which means you’re gonna be more productive in your business.
[00:26:33] Does that make sense? Yeah. Can you do that? Yeah. Okay, great. So that’s the first thing that I’ll do. Now we’ve done that. We’ve got a little bit of time back, which is, uh, powerful. Now we’ve gotta work on this because now you’ve got the brain space to actually say, do you know what? I put my son to bed. Uh, this open a laptop that let’s work on these different things.
[00:26:53] Actually now I’m gonna talk to the sales team that we start to build. ’cause I’ve got a bit of time back and I’m not stressed. I’m not running all over the place. Okay, so this is what we’re going to look at here. Let’s start to break down this part of it. So. 104 leads generated for March four sales.
[00:27:11] Pretty much as what’s been generated, four or five sales have been generated from the business. So the reason that you generate leads, you’ve got two choices when it comes to lead generation. You can go high volume, which is basically what you are doing, especially for a small business where you bring in loads of leads and you bring ’em in really, really cheap.
[00:27:30] Awesome, right? There’s that op opportunity. But if you’re gonna do that. You are gonna have to put a lot more time into the qualification.
[00:27:38] Lee Price: Yeah.
[00:27:39] Adam Stott: Because actually the result you are getting is good, but because you’re grinding it so much, you don’t think it’s good. Right. So we’re gonna look at that and we’re gonna unpack that in a minute.
[00:27:47] So the qualification aspect, um, is gonna have to come in, or if you don’t wanna do the qualification, we can go low volume, high quality, so we could actually pay more per lead. Make those leads jump through more hoops to be able to get onto a call with you. And that way they’re more qualified when they come on.
[00:28:11] And I’m just gonna give you the two benefits, especially for people that are watching as well. So benefit number one of high volume, and this is a big benefit as you build a list. And that means that if you are just generating a hundred leads in March and a hundred, and obviously in April, in May, in June, in July, and you’re getting these a hundred leads coming in, pop, pop, pop, pop, that means you are building a list of 1200 people a year, right?
[00:28:33] Which are going on your list. That is valuable because we can sell them other stuff and we can get ’em to buy later on down the line. But I’m sensing there’s a problem in that you’ve only really got one product. We’ll come to that in a moment, right? So if I had one product. I wouldn’t be going with high volume, right?
[00:28:51] Because I would probably go with high quality because the benefit of going high volume is to build a list to sell ’em more stuff in the future. Okay? So that’s what you go with. You either go, um, high volume, low quality, or low volume, high quality. So you pick your, pick your methodology Now for this. I actually think that the, the easiest solution is to keep doing what you’re doing and keep generating the leads, but take some of the investment and invest that in the building of a sales team, which you’ve identified as as, as, as what we’re gonna do.
[00:29:30] But I wanted to break this down a bit. Um, so what we’re gonna do is if we were able to imagine this, imagine that in April May, or in April now, but imagine in May we’re able to generate the same amount of leads, but we’re able to go from four to eight deals. That’s gonna give you an, basically it’s gonna double the revenue.
[00:29:48] Yeah. You can have another six and a half thousand pounds in revenue. Yeah. So if we go now to, um, the sales team in just a moment, let’s just give you a recap on this. Nothing wrong with this ad spend. We want to is fine where it is, sales are fine. Where it is, leads are fine where they’re at, but we call gotta qualify better.
[00:30:06] Your return on investment is awesome. In order for you to get to 200 grand, this strategy is gonna be really, really easy. It just means instead of spending 900 a month, we’re basically gonna have to spend 3000 a month to get to the 200 grand, but we can’t do that ’cause you’re gonna burn yourself out in the process.
[00:30:25] So let’s go to the sales team now, which is gonna add to that. So where’s your sales team slide? You said you wanted to create a sales team. Okay, cool. So this is what I would do. I actually don’t think. There’s a problem with your conversation rate or your conversion rate. I don’t think there’s a problem with that at all.
[00:30:44] I think we’re okay. I think what we need to do is qualify and nurture. So to number one, we’re gonna give you a qualify plan and a nurture plan to nurture these people and. We’re gonna do. One other thing is we’ve gotta sell to the list. So that’s number one. Let’s, but number two is directly linked. Let’s jump into number two.
[00:31:05] So number two, creating a sales team. This is the easy steps, right? I. We gotta, you don’t need a sales team at this rate at at this stage. But what you do need is you need to start the creation of a sales team. ’cause when people are like, oh, I want, I want a sales team, you’re imagining lots of different people.
[00:31:22] First thing you need to do is you need to go from you doing all the work to having one ally with you. And that ally is a setter. So we need to hire a setter. The, it’s gonna set the calls. So this is the process. This is what happens, right on number one. We generate 104 leads. Your setter calls the leads the moment they come in.
[00:31:45] Okay. And the moment they come in, they are gonna do a couple of things. They’re gonna call that person and they are going to elevate you. You are gonna be the start of the show. So this is what they’re gonna do. Set is gonna call the leads immediately. Now this is what’s gonna happen. Customer journey changes from inquire they, when do you call ’em?
[00:32:05] Day later, two days later. Uh, no, it’s sometimes the same day. Same day. Yeah. But how, how, what, three hours between an hour and maybe six. Okay. So it’s the end of the day
[00:32:14] Lee Price: will be the next
[00:32:14] Adam Stott: six hours. They dunno. You are, how many calls say are Dunno. You are, do you be that? Um,
[00:32:20] Lee Price: I get the odd one or two saying, who is it?
[00:32:22] Yeah.
[00:32:22] Adam Stott: Yeah. Okay, cool. Um, but the other ones they, how, how do they respond to you when you call ’em?
[00:32:28] Lee Price: They get really excited.
[00:32:29] Adam Stott: Okay.
[00:32:29] Lee Price: And I’ll jazz ’em up about their wedding day.
[00:32:31] Adam Stott: Okay. Cool. Alright, so you do you do a fair job of that? Yeah.
[00:32:35] Lee Price: Yeah.
[00:32:35] Adam Stott: Okay. So what we’re gonna do is we’re gonna move to essentially what we call a a two call, right?
[00:32:42] So we’re gonna move to two calls. The first call we’re gonna do, you’ll set up, and I’ll tell you how to hide this in a minute, is gonna ring them the moment that the lead comes in. Not an hour later, not three hours later, not six hours later, they’re gonna get a Zap automated to their email or we’re gonna put on a Google sheet or whatever using Zapier.
[00:33:03] You know how to use that? Yeah, yeah, yeah, yeah. Cool. So we’re gonna get a Zap to get that lead called immediately by a setter. When a setter calls ’em, they are gonna say. Thank you for your inquiry. Uh, I think it’s really awesome that you’ve made an inquiry to us, and they’re gonna be getting that call within like 30 minutes, and they’re gonna remember who you are because they’ve had that call straight away on that call.
[00:33:23] They are gonna build you up. They’re gonna build the business up and they’re gonna use all the halo effect stuff. So their main objective here is, is twofold. One to build you and your business and your profile. And two, set up a formal booked call. Okay? So not a random call, a formal booked call. Okay, so presumably you are calling them, you’re nurturing them, then you’re calling them again, et cetera.
[00:33:52] I wanna come outta that process and I wanna set a formal book call up. This is what’s gonna be improving the conversion rate. So when they’re calling the set or say something like, Hey, thanks for your inquiry to, you know, secret Service wedding singers. Uh, really, really appreciate that. I just wanted to give you a quick call to acknowledge that we’ve got your inquiry.
[00:34:11] Uh, I dunno if you know Lee, are you familiar with Lee? I mean, no, I don’t, I don’t know Lee well, Lee, he was on the X Factor. He was at Gary Barlow’s house. He is world class. He’s amazing. His voice is absolutely incredible and he creates sensational wedding days for people and, and, you know, you’re really, really, really pleased to, um, torture about your wedding date.
[00:34:32] When is your wedding day? Then they’re gonna find out when’s your venue and all that kind of stuff, right? So they’re gonna get the baseline data and they’re say, look, uh, just wanna let you know. We are six times award-winning with the best, at the best at this. Our service is very unique. It’s very special, and dates are very, very limited.
[00:34:49] So we are literally booked out way in advance. But you know, I really like the sound of, you know, helping you and working with you. The next stage of this process is for me to get Lee onto a call with you so he can meet you. Talk to you about your special day. So what we’re gonna do is we’re gonna book you a call with Lee and that call will be 30 minutes.
[00:35:12] You’ll get to meet him. You can start to map out what your wedding day’s gonna look like and how it’s gonna be, and I’ll be like, okay, cool. Now the important thing though is if I book this call in for you. That Lee time is very, very limited. Um, he only can work with a, a select few people with in high demand right now because of, you know, how many awards we’ve won.
[00:35:33] In fact, he’s been on X Factor and he’s working with all these amazing people. So I wanna make sure of a couple of things that if we’ve booked this space out of Lee Diary. You’re a hundred percent gonna be able to make it. So we need to synchronize dates there. Now, I also want to let you know that we have packages from between a thousand pounds to 3000 pounds or whatever your numbers are.
[00:35:53] You give ’em a two between, you know, from a thousand to 2000, whatever it is, and we wanted to make sure that that’s financially viable for you before we book this call in. Because we are an elite service. We are the best of the best. Do you want your wedding to be the best, most memorable wedding ever? Yes I do.
[00:36:11] Okay, well we get this book call in and this is gonna be incredible. So we then book the call in. They now turn up to the call. They think you are the man because your setter has elevated you like crazy. You can take a transcript to what I just said, put in some qualification questions and you rocking right.
[00:36:25] They think you’re amazing. Um, they come on the call, they know the prices. All you gotta do is give them your sensational lead charm. You’re now much more energized ’cause you stop running off to all these gigs, right? And then you’re gonna go and you’re gonna love ’em up, and then you’re gonna book ’em in and they already know the prices.
[00:36:42] That alone, that two steps will stop you from. Feeling overwhelmed. Um, stop you from running round, chasing people up, chasing shadows. Uh, it will get you faster decisions. It will increase your conversion rate, it will make you more money. And the 2000 pound, we might have to pay a setter anyway. Uh, they can start off at, you know, probably part-time at a grand a month with a little bit of comms, and then we can get ’em to two grand a month in time if they go full time for you.
[00:37:10] And that one person alone, that one hire. Will help us to double conversion rates. Take you from 7,000 to 14,000, buy back your time, put you in a better place, and make everything in your business way easier and will literally double your sales. Does that sound good?
[00:37:27] Lee Price: Sounds sexy. Yeah.
[00:37:28] Adam Stott: Yeah. Cool. Right? So that’s what we wanna do.
[00:37:29] That, that. So you are number two, it’s just go over this. Number two, you don’t need to create a sales team, just need a sell. And then eventually, guess what the next step is, then we replace you on the second call. So we replace you on the first call. ’cause that’s what you’re doing at the moment, which is why it feels like a grind.
[00:37:48] Let’s buy back our timers, get somebody else to do that. And then after we’ve got this process, you’ve got an amazing set. What we then do is we probably hire another setter and we promote your existing setter to closer or we go and hire a closer. Is is that simple? Then you’ll have a two man team, and then you’ll just be turning up at the book.
[00:38:09] So they’ll be collecting the money and you’ll be like, oh, I’m in the park playing with my son. Loving life, right? And we’re all good. We’re not gonna have to worry about all of this stuff, and your revenues will be double. We’ll be travel and you’ll be in a much better place, which gets you objective number three.
[00:38:25] Yeah. So let’s just give a, a a quick recap. Then. What we’re gonna do is, you know, just to, to, to, to top this off are, are you totally getting all these steps? You’re getting? Oh yeah. A hundred percent. Yeah. You get it? Okay, cool.
[00:38:36] Lee Price: I’m already picturing the automation.
[00:38:37] Adam Stott: You are picturing it. You’re getting it here.
[00:38:39] Okay. Now this is the final fit. There’s a couple of final things that are not on your. O on your slides that I want to share with you that you haven’t brought up is if we’re gonna keep generating this volume of leads, spending 900, getting a hundred leads when you go to 2000, because you’re gonna need to fill your set up and you are doing way less calls, you’re gonna get 200 leads when you go to 3000 ad spend.
[00:39:02] We might go up and down a little bit. When you go to 300 leads, then you go to 4,000 ad spend and you got 400 leads. You’ve got 400 leads a month coming in. ’cause people are getting weddings all over the country. We need to be able to sell ’em more than just this service. So we need to be then setting up our email marketing, which literally has a different offers.
[00:39:25] So what else do these people ask you for currently that you can’t help them with or can’t supply them with?
[00:39:32] Lee Price: To be completely honest, it. They just are after the singing waiters. I do have packages with add-ons, like at the dj. So when I ask them their qualification questions, I say like, have you got your evening sorted for a DJ or a band?
[00:39:45] If they say no, I can then add that into a package and upsell. Um, but as we are known as singing waiters. We haven’t really got the need to like throw in a photo booth ’cause there’s no point. So really it is just the one method, one thing that we’re known for and that’s what we’re sticking with. And then we can upsell things, like I said, like DJ packages, evening performances where the, the singers, all the, in, all the singers that I have, they’ve all like me, been on.
[00:40:14] The West End X factor. Yeah. So they get, yeah, I’ve had the service, so I know the quality
[00:40:19] Adam Stott: of, it’s really good. Um, I just feel that your business, it is a good business. We’re doing a hundred thousand. We’re gonna get, by the way, you’re gonna get 200 grand right. Uh, the simple way to get to 200 grand is you hire a setter and this is the outcome.
[00:40:34] You treble the out ad spend and you watch your conversions go up, and you stop running off doing your, you know, your personal stuff and you focus on your business. That’s how we get to the 200 grand. But we also need, and, and this is what I would say from here, is to start really strategizing what other.
[00:40:52] Product, you’re gonna get people on your list and we can look, I mean, I would consider a potential, uh, joint venture with somebody that is already doing other services so that in your nurture sequence you can negotiate a percentage and you can start introducing other services that people have at weddings, you know, if you haven’t got it already.
[00:41:13] So rather than you making it up, like if there’s a photo booth company. That you can just put in your email chains and get 25% of the book in. Uh, you trust them, you have a good relationship with them. Let’s add that in. Because they want it anyway. If there is a, you know, a pizza van that goes to weddings, a really posh one.
[00:41:29] Actually, no one got a client that does one. And you can add that in even if you do, uh, promotions and you set up joint ventures to get you more business. And you work as a little team, four of you providing wedding services, working as a team, crossing leads to each other is another way you can get real high quality and make more money eventually.
[00:41:50] Where you start is not where you end. And this is what I, I want to communicate and get across to everyone watching. And at the moment, you’ve started, you’ve done really well, you’ve got talent. You’re building a business now, and you know people watching this, like you didn’t walk, you said earlier I was doing 29 grand.
[00:42:09] I’ve gone to a hundred. In a year, I’ve gone six time award-winning. I’m cra like you, you’re doing really well. Where you start is not where you end. You treble your revenue. Now I want to be is like, well how far can we take this? You wanna get to 200? I’m like, how can we get you to a million? And the way that we’re gonna get you to a million is not just to do the singing, it’s actually to evolve this business into a wedding brand.
[00:42:34] And I would really start looking at what are the. Highest income generating opportunities that you can build in and start to become familiar with. A couple of things. I’ll give you a couple of tips on that. It’s not about, you haven’t asked about this, so this is just bonus stuff, but I’m, I’m thinking bigger for you ’cause I want you to think bigger.
[00:42:52] ’cause 200 grand, we’re gonna do that. It’s like bop, bop, bop. Doubled the revenue. No problem, right? But getting you to a million quid is the next phase. And the way that we are gonna do that is by building a wedding brand, not just a singing brand. So the final thing that I would sort of add to you is go to the wedding shows, go to the trade shows, see what’s hot.
[00:43:11] You’ve now got some spare time. See what people are going crazy over. Uh, build relationships with other suppliers, other people, and see what you can build in. ’cause this eventually. Has to be a wedding brand that we can take to a million pound plus. Look, I think, uh, you’re incredible. Uh, you are a player the month for a reason.
[00:43:29] You trebled your revenue. You’ve done really well, you’ve built a great brand. You’re six time award-winning. You’re helping loads of other people in our Gold Circle community. You deserve all the success you can get. Follow, can you follow these things we discussed today? Yeah, definitely. Cool. And then let’s take you to a million quid, Lee.
[00:43:45] Well done buddy. Cheer. Awesome stuff, man. Thank you. Great. Well done.