Bigger Partner Selection and Talking Point Tips

Travis Sago

Apr '24 • Opening Convos & Coffee Dates

When a biz owner celebrates "growth" in public...

When a biz owner wins accolades for "fastest growing"...

I think gen pop believes that they are flush with cash.

The REALITY is just the OPPOSITE!

In growth, scale or expansion mode...

What is usually expanding faster than income is EXPENSES.

They add employees, contractors, lease payments, etc.

It's pretty simple to get a biz owner to talk about their success "growing."

Then shift focus to the GROWING PAINS!

(And there always are growing pains.)

One present, persistent pain is CASH FLOW.

They may be kicking ass sales-wise.

But their expenses are growing FASTER.

Their "current plan" is typically a combo of:

➖Taking on short-term business loans

➖Signing personal loans, even getting a 2nd mortgage on the house

➖Selling equity in the company, which may cost them millions in the future

➖Hiring consultants - another huge expense

➖Running DISCOUNTED SALES campaigns on their own. (I think putting stuff on sale is about the only campaign MOST do.)

➖Eliminating expenses: Firing people is painful

➖Not taking a paycheck or the founders don't take paychecks

These are all great talking points.

They need cash.

They need cash NOW!

They're desperate for an infusion of cash that doesn't require them to put out cash, time and energy upfront.

They have payroll coming up.

They need to make the 2nd mortgage payment by the 1st.

It's painful to their identity and reputation BECAUSE they are winning awards and accolades for growth, but their cash sitch is dire.

These are the perfect biz owners to work with.

They usually have a mountain of assets that aren't being mined at all.

They are NOT interested in hearing about our picks, shovels and machinery though!

They don't want to know how much horsepower is in the tractor engine.

They have a CASH PROBLEM...not a CAMPAIGN problem.

I talk as little as possible about the campaign, auction, email, whatever.

I do talk about running a test and see if we can help relieve their CASH FLOW PROBLEMS!

So they can continue to grow, scale, and impact the world in their own unique way.

Summary:

👉Pay attention to biz owners vocal about how fast they are growing.

👉Look for biz owners who WERE growing fast. (If they slowed down now they have huge cash problems.)

👉Talk about their growth. Talk about growing pains. Talk about how they are solving them now. THEN if it makes sense, talk about running a test to see if we can relieve their cash flow nightmares with NO RISK TO THEM.

If you DO this, you'll find getting first dates with bigger partners WAY easier and faster than getting dates with smaller business owners who are not growing.

There's nothing wrong with either.

But...

If you want 6 figure cash infusions faster and easier...run campaigns for the former.

Rooting For Ya,

Travis

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