[Jonathan Gould]

Thanks for your thoughts…

Yes I could put this into a training program for the videographer but that’s like teaching you how to fish instead of just giving you the fish! Do you really have the time or the desire to go out and prospect around your community? You guys are busy with your “genius” – shooting, editing, producing.

The marketing executives prove their worth through value-add, finding the leads, pre-qualifying them and doing other things like following-up to make sure the contracts go through. Wow… someone wants to help me get more business, instead of paying several thousand a month on, often, wasted advertising… Gee I wonder what that would be worth to me so I can focus on that $10K Medical training video this coming Sunday where I am promised even more of those if I get it right?

Take care.

[Jonathan Gould]

2% of net won’t inspire anyone. Keep in mind, I’m out and about promoting you and not getting paid unless I produce some results.

You may need to adjust your pricing to include my 15% (not 20% anymore, you guys made your point), instead of $6000, you could charge $6900. It’s just math. You probably already determine what you will make on a given project so you can now account for me.

[Jonathan Gould]

OK, OK, OK. Let’s say 15%. That was my original thought but I wanted to test the waters at 20%. And let me tell you, the waters ain’t pretty.

“A $6000 job does not yield $6000 profit. By taking 20% of the total budget, you are asking for a cut of what I pay my vendors (grip rental, PA’s, etc)”

Again, let’s say 15%. I’m repeating myself when I say, without the client nobody gets paid. Not you or the vendors or the sales rep. My feeling is that the person bringing you the client, should be top on the list. Yes I know the others make the finished product possible but my feeling is the one who gets the client wins out.

“There is definitely value in someone who can deliver sales, but in this business it has to be a two way street. The sales person’s fortune has to rise and fall with the profitability of each job.”

The pricing (and thus the profitability) is determined by you. You could adjust your pricing to include my 15%. On a $6000 job, that would be a price increase of $900. So charge $6900 instead of $6000. So I get $900 and you get $6000 to then produce and pay who you need to pay.

What if it’s a $10,000 job. You charge $11,500. I get $1500 and you get the full $10,000 minus paying your people that you would have to pay anyways.

Keep in mind, as your marketing man on the streets, I’m getting paid nothing to spend my time promoting you. I get nothing if I generate nothing.

[Jonathan Gould]

“The guy who knows those answers is the producer, editor, writer, or director.”

Absolutely, couldn’t agree with you more.

This is not the job of the marketing executive. The marketing executive is the catalyst. Their job is to introduce the service, see if the prospect is interested,and then set up a consultation with you.

What they are basically doing are the things that you can’t (don’t have the time) or are unwilling (don’t want to hit the streets and promote) to do.

They don’t need “magic”. They need a basic understanding of the service. They need a passion for helping people and for the service. They need appreciation and they need incentive.

“If he thinks he can offer specific things to solve the communications problem, he explains those things, connects the dots, shows the strategy behind the solution, lays out the steps of the process, answering questions all along the way, and then he tries to close a deal on his company being the one that knows how to make this specific thing the specific way. By that time, the customer is likely to agree, hopefully, that this unique, crafted, custom solution is going to solve his particular and specific need. They’ve bought into the vision you’ve created, together.”

This is your job as the producer. This is not the marketing executives job. But if you never meet the person, you will never have the chance.

[Jonathan Gould]

Ok Ronald,
Thank you for your honest opinion. I will take it all into consideration.

Be Well,
Jonathan

[Jonathan Gould]

Hi Scott, I appreciate your comments. To clarify, I envision you having a well-trained “foot soldier” promoting your work to the community. I’m not really talking big corporations that you need a pre-established relationship.

These sales reps would be trained on what kind of businesses are right for a promotional video, for example plastic surgeon, cosmetic dentist, chiropractor, restaurant, and so on. They would be trained to target the right businesses.

In this case, a $6000 job is not a $6000 job. The price is whatever you tell them it is. These local business owners have no clue what the “going rate” is and I don’t think they could tell the difference between a $6000 job and a $30,000 job. They probably have zero experience with video marketing.

In this case, you could charge the $7200 to cover the referral fee.

Yes it is true that you are the expert and you do the bulk of the work and what you do is genius, however you could be the very best videographer this side of the Mississippi but if nobody knows about you, you’ll be the best kept secret.

Nothing happens until you get the client. The sales rep will facilitate you getting the client. It is a necessary first step. Without the sales rep, how will the local community find out about you. And if they don’t find out about you, they are missing out on one awesome way to promote their business.

Hearing everybody’s opinion, perhaps 15% of the total project is more like it. And you know what, if they work their butt off and pursue a prospect for you and book a consultation for you, don’t they deserve to earn some money. An amount that provides some incentive?

All the best.

[Jonathan Gould]

OK, I hear what you’re saying. But if the margins are that tight, how do you do any marketing or employ any business growth strategies at all?

If I was sending you one client per month or more, could you figure out how to make it work?

And, if you knew it was a referral from me, couldn’t you charge $7200 instead of $6000?

As far as the client goes after the first job…If I promote another video and send in a referral sheet, I get 20%. If you promote to him and book another job, no 20%.

[Jonathan Gould]

Thanks for the feedback.

I’m curious…If I refer you to a local business owner (basically a warm lead that i cultivated) and that lands you lets say a $6000 job, you wouldn’t be OK with paying me $1200?

I know you have other costs, but this is $4800 you never would have seen. Isn’t it? Plus, the chance for future business through referrals or other videos.

Please help me understand.

[Jonathan Gould]

Thanks for the feedback Todd.

[Jonathan Gould]

Hi Mark,
I agree with you. I too am leery of script-based sales presentations. However, I’d rather be loosely scripted making sure I get across my point with clarity and purpose as opposed to presenting a mish-mosh of information. After all, these people are representing your business. The program is more about the right “approach” and less about memorizing scripts.

I also agree with what you said about it being another level to show your clients how you will help them with their marketing needs. Right now, these potential clients probably don’t know you and almost certainly don’t know what you can do for them. So, first step has to be awareness. Then, show them what you can do. The Independent Marketing Executive should make them aware of you and also give them some idea of how you will help them. Then, it is up to you to sell them further on a video.

Thanks for your feedback.