Sales Strategies (ft. Your Story Agency) | Creatives Grab Coffee 20

Welcome to Creatives Grab Coffee, a podcast on the business of video production, hosted by Dario Nouri and Kyrill Lazarov from Lapse Productions.

Our goal is to make the video production industry smaller by creating a sense of community. Whether you are a creative, an entrepreneur, or a professional there is knowledge for you to learn. Join us as we have industry professionals from around the world come on the show and share their insights on the industry and business. Welcome to Creatives Grab Coffee. Welcome to Video Production.

This weeks guests are Braeden Fairbridge and Cameron Russelle from Your Story Agency. They are a Vancouver based Video Production company that provides businesses with results-driven video and strategy to help them clarify their message, connect with their customers, and automate their business with video.

YouTube video

https://podcasts.apple.com/ca/podcast/sales-strategies-ft-your-story-agency-creatives-grab/id1530864140?i=1000556322319

Timestamps

Here are some of the main topics we discussed in this episode:

  • 00:00:00-00:03:31 – Intro
  • 00:03:32-00:11:09 – First clients and upgrading clients 
  • 00:11:10-00:14:53 – What is results based driven content 
  • 00:14:54-00:17:03 – What happens when clients want results driven content but they don’t have a marketing budget
  • 00:17:04-00:22:02 – When clients just want to price shop 
  • 00:22:03-00:29:20 – When clients don’t have a marketing budget pt 2 + hiring an outside agency
  • 00:29:21-00:34:27 – Cam’s background
  • 00:34:28-00:38:20 – Outbound Sales
  • 00:38:21-00:40:15 – Team Growth
  • 00:40:16-00:50:06 – Selling Video
  • 00:50:07-00:55:31 – Targeting gatekeepers at big corporations
  • 00:55:32-01:23:46 – Sales Strategies (Hiring a salesperson, developing strategies, productizing videos)
  • 01:23:47 – Outro

Social Media

Produced by LAPSE PRODUCTIONSwww.LapseProductions.com

Transcript

00:00:00:05 – 00:00:31:00
Kyrill Lazarov
Welcome to Creatives Grab Coffee, a podcast where we talk about the business of video production Well, anyways, guys, let’s kind of dove right into it. Welcome everybody to Creatives Grab Coffee. We’re joined by your story agency with Cam and Braeden Their agency provides businesses with a result driven video and strategy to help them clarify their message, connect with their customers and automate their business with video.

00:00:31:05 – 00:00:31:22
Kyrill Lazarov
Welcome guys.

00:00:32:18 – 00:00:33:06
Braeden
Appreciate it.

00:00:35:17 – 00:00:42:12
Kyrill Lazarov
So let’s kind of dove right into it, guys. Tell us a little bit about yourselves. What is your story agency what’s your story?

00:00:43:07 – 00:01:04:15
Braeden
Yeah, definitely so. I mean, long story, obviously, it’s been the past four or five years since we we started the business, but not your traditional path into video production. Myself and my co-founder, Colin. We’re both trades tradespeople, so we’re both electricians, plumbers before we got into this. So I didn’t have a whole lot of experience in the industry coming into it.

00:01:04:15 – 00:01:44:03
Braeden
And I think that was beneficial for many different reasons. We were able to, one, come in and come at it from a passion standpoint. It was something that we just ask ourselves the question, you know, what do we want to do with our lives? If money wasn’t wasn’t involved with the process and landed on on the creative side, Con’s been shooting photos and filming since he was a kid, so he’s always had that as is a hobby or a passion, but it wasn’t necessarily a business We initially connected through social media, so I was I was I found Colin through the photos and videos that he was posting on social while I was working, wasn’t satisfied

00:01:44:03 – 00:02:04:11
Braeden
with the work that I was doing. And I think anybody who’s worked trades knows it’s not the best, best environment to be in. So I wanted to change up. I had started shooting photos with my buddies from high school at the time and just really started to click, really started to get into it. Started doing like Lightroom Tutorials, Adobe Photoshop.

00:02:04:11 – 00:02:28:05
Braeden
So I went to the Adobe Suite, YouTube University, basically just started learning watching videos, consuming content. And long story short, there’s a lot of intricacies that happen, but I’ll save the entire story I had two weeks to put in the job that I was currently working on at the time, and Colin and I had linked up connected well.

00:02:29:00 – 00:02:54:12
Braeden
He had a couple real estate contacts in his network that we had reached out to to start filming some real estate videos online and a couple of clients wasn’t the best financial decision or the best situation to jump ship at the time, but it felt right. It is aligned and I’ve got my two weeks and bought all my camera gear on my credit card and we still have had first was pretty much no idea what we were doing, right?

00:02:54:13 – 00:03:03:05
Braeden
No. No industry experience, no client experience previous to that, but just YouTube and Trial by fire is basically how we how we made it work.

00:03:04:04 – 00:03:08:14
Kyrill Lazarov
Oh, you guys really took the risk right head on with the credit card maxing that out.

00:03:09:03 – 00:03:30:21
Braeden
Yeah. Yeah. In hindsight, it would have been a good decision to maxed out the credit that I had before jumping ship. But I mean, that’s entrepreneurship in a nutshell. Right? If you’re going to shoot out as you go. And that’s really what it was just diving into to everything related to the business from from there on out. It started in real estate that was really what got us into the industry.

00:03:31:15 – 00:03:36:22
Kyrill Lazarov
Oh, okay. So how did you guys kind of land your first client diving right into real estate?

00:03:37:14 – 00:03:58:14
Braeden
Yeah. So call in had been freelancing before I met him. So he had a wedding business at the time. He got into shooting weddings, family portraits, all that good stuff for for quite a few years before I met him. And he had dabbled a little bit in real estate previous to that. And he really just went right to the top right away.

00:03:58:14 – 00:04:09:13
Braeden
I think the first person that you could call was a West Vancouver realtor, which, if you guys aren’t familiar, is like five, ten and $50 million homes. You know, in Vancouver it’s right to luxury real estate.

00:04:10:04 – 00:04:13:19
Cam
Like Bridal Path in Toronto. Oh, wow, that’s wild.

00:04:14:15 – 00:04:39:02
Braeden
Yeah. So definitely didn’t go for the low hanging fruit in that regard as cold called the top agent that he could find. They gave him the chance to set up a meeting and I wasn’t involved with that. That was a few years before I had met Colin but that was back in the day before there was gimbals, before there was anything he was carrying around a like a ten foot crane with him walking around the house trying not to scratch the floor.

00:04:39:17 – 00:04:40:04
Dario Nouri
No idea.

00:04:40:17 – 00:04:46:20
Braeden
Yeah. So he’s he’s got some of those, those videos on YouTube, I think still on like an unlisted playlist.

00:04:46:20 – 00:04:50:04
Cam
But we when we partnered up.

00:04:50:04 – 00:05:09:07
Braeden
We went directly to them as well because he already had that contact. So we started to build that network, started to get in touch with some of the luxury agents in West Van. And I think at the time when we first started shooting real estate, we’re probably doing like four to five videos a week and just kind of scaled up from there.

00:05:10:03 – 00:05:28:08
Dario Nouri
Yeah, real estate is definitely an industry that you can do a lot of work for. But it’s smart that you guys, when I feel like the luxury side of the real estate market because a lot of the times, like if you just do the regular real estate stuff, it’s the pays. Not a lot but there is a lot of work out there.

00:05:28:08 – 00:05:30:13
Dario Nouri
But then you kind of corner yourself into that.

00:05:31:15 – 00:05:52:00
Kyrill Lazarov
Yeah, I noticed a lot of people in our, in our network here not a lot, but like a few where they started out doing a lot of real estate videos and they were really great at churning out really quick work. But then they all of a sudden all those companies started giving them huge volumes of that, which almost is like kind of like strangling them with the amount of work that they’re doing.

00:05:52:04 – 00:06:01:23
Kyrill Lazarov
And then they would be telling us it’s like, oh, I like making 150 bucks per project or 200 bucks for projects. Like that’s not sustainable for the long run. But a great way to start.

00:06:02:21 – 00:06:03:08
Cam
Yeah, a great.

00:06:03:08 – 00:06:24:16
Braeden
Way to start. And it did lay the foundation for our business, one, because I personally didn’t even have the creative experience. So it, it got me familiar with the technicalities of video production working with clients, going through the production process. Right? So it was a really good foundation in that regard. But to your point, it was a natural transition, right?

00:06:24:16 – 00:06:48:04
Braeden
Because we were doing these cookie cutter, cookie cutter videos for agents. The house would get sold, the video would get archived and then likely reproduce the next time the house would get sold down the road. Right. So there wasn’t there wasn’t a lifecycle for the videos that we were creating. So both from a sales perspective of being able to to charge more and position more value for the client, it wasn’t quite there, but we leveraged our network.

00:06:48:04 – 00:07:02:02
Braeden
We we had five, ten ongoing clients that we were working with. We started pitched the idea of brand marketing videos, assets that they can leverage for a longer life cycle and continue to get using value from that.

00:07:02:02 – 00:07:05:13
Dario Nouri
You get a lot of did you hit a lot of resistance with that when you were first pitching that?

00:07:06:11 – 00:07:29:15
Braeden
Yeah, I think it was a it was a natural evolution. Right. I think the first video that we did was the first like video business card or we call it now. But the first thing brand marketing video that we did was around like 2500 2000. So we were going from, like you said, 400, $500 real estate videos to like basically for X, whatever we were doing for a 60 something to two minute video.

00:07:29:15 – 00:07:57:23
Braeden
Right. So I think there was initial resistance at first, but it was really the mindset shift of like understanding how valuable the assets they were producing for them actually are. And it was a discovery process for us as well. Knowing, knowing how much our clients were utilizing the videos gave us the mindset shift to be able to charge more, to be able to position ourselves in a, in a better light and naturally describe it gravitated away from from listing videos over.

00:07:58:04 – 00:08:18:20
Dario Nouri
Yeah, that’s kind of that’s kind of what we’ve been doing lately as well. Like we’ve shifted from just approaching on and saying like, hey, like, you know, this thing is coming up to like phrasing it in a way where it’s like, this is an investment. So what do you want your investment to do for you? Right? Like, what kind of returns do you want this to give you and just phrasing it that way?

00:08:18:20 – 00:08:33:16
Dario Nouri
I think our clients are starting to not, like, understand like it’s true value. They’re not seeing it as a video anymore or they’re seeing it as like an investment, right? So suddenly good. You guys are that early on. We’re doing that now. We should have started that earlier to yeah.

00:08:33:23 – 00:09:00:15
Braeden
Yeah. 100%. We just we just made the basically pivotal business decision to to make that switch. Right. But to answer your question, with the resistance definitely at first rate, because our, our, our current client list and network that we were working with was used to paying 400 $500 a video. So trying to transition the current base of clients that we were working with to five or $10,000 projects, it was hard to justify.

00:09:00:15 – 00:09:10:03
Braeden
So in a way that in a way we really had to rebuild our network and start changing our branding and our messaging to to communicate to a different demographic group.

00:09:10:18 – 00:09:15:12
Dario Nouri
Did you stick with the real estate industry or did you expand to other, other industries?

00:09:16:22 – 00:09:48:18
Braeden
Yeah. So real estate’s been a foundational part of our business for the past four or five years. Still is. I’d say it’s a lot more diversified now, but I’d say for the first year or two it was service based businesses right? So mortgage brokers, real estate agents, lawyers, things like that. And yeah, it’s just so many intricacies that happen throughout the, throughout the journey but naturally started to gravitate and attract some, some larger clients in that process.

00:09:49:23 – 00:10:08:16
Kyrill Lazarov
Was it kind of like a natural kind of progression to the expansion of like your client list, or was it kind of like you were doing real estate? You said with some with some lawyers and other people and mortgage brokers in that industry, did you think to yourselves, oh, we would like to do we would like to work with XYZ type clients?

00:10:08:16 – 00:10:14:00
Kyrill Lazarov
Was it something like that or did it kind of be or was it just simply whatever opportunities kind of came your way?

00:10:14:22 – 00:10:37:19
Braeden
Yeah, I mean, the initial marketing strategy that we were going down the road, that we were going down again, coming from from no prior experience in the industry was called calling code video pitches, just direct, direct reaching out. And then obviously referrals. Right. So in regards to the specific niche we never had like, oh, we’re only going to do real estate.

00:10:38:01 – 00:11:04:01
Braeden
We thought about that because obviously we had the opportunity to scale listing videos but didn’t see it as as a long term one fulfillment standpoint and to like a long term play from the business side. So we definitely thought and even recently we’ve thought about going down a specific niche, but we’ve gravitated more towards results driven video production for, for businesses, and that’s a wide variety of different industries.

00:11:04:16 – 00:11:08:01
Dario Nouri
Yeah, that basically covers like every, every frontier, right?

00:11:09:16 – 00:11:21:21
Kyrill Lazarov
So when you talk about results driven, focused video content, like you said, that that’s kind of like what you’ve niched into like what does that typically entail? Like in terms of like results like how do you get results driven based content?

00:11:22:20 – 00:11:25:22
Braeden
Yeah, it can if you want to touch on that one. Yeah.

00:11:26:00 – 00:11:53:11
Cam
So basically how we’re approaching it is, is what videos fit where in the funnel. And ultimately, you know, there’s multiple types of videos that a business can create in some some type of businesses more than others. Right. And so we look at it at every video has some sort of outcome or goal that it’s typically looking to achieve and better put when a client comes to us they have a certain goal that they’re trying to achieve in which we’re going to map a video to that goal.

00:11:53:20 – 00:12:24:11
Cam
So based off of where they’re at, you know, where they’re getting their leads from, if they’re getting leads. What’s happening before the lead comes to them? What kind of information are they consuming? It’s really going to depend on the type of video that we’re putting out or building for them. And so I’ll give you an example the video business card that we create for now, realtors, but also many types of businesses, is much more of like a top of funnel video that they’ve just become aware and or this video is allowing them to become aware of the brand.

00:12:24:19 – 00:12:45:00
Cam
And so it’s it’s more of a brand awareness type video where there was no kind of pre context. And so the messaging that’s involved in a video, like a video business card is going to be different than something like what we call like a signature process or a how to or like a product based video where they now have awareness of the brand.

00:12:45:00 – 00:13:06:20
Cam
And if we want to talk to five levels of customer awareness they’re going up that pyramid where they’re now seeing more of what they need out of out of a product. Right. They’ve probably become aware of their problem. They’ve become aware of potentially this brand and also potential other competitors that they’re now comparing. And so now we’re moving deeper into the funnel where we’re starting to look at Kate.

00:13:06:21 – 00:13:33:22
Cam
We know they already have some context before they’re watching this video. So the shift is going to change within the script and within the imagery and within the call to action on these videos. And then you can even go a step further on the bottom of funnel of the type of videos that are being pushed out. So really, our strategy when it comes to developing those results driven videos is around positioning it within the funnel and knowing the actual context that we’re what we’re sticking these videos into.

00:13:34:04 – 00:14:01:01
Cam
I think a lot of agencies, when they call themselves just a video production, they think that these videos are being put into a vacuum where there’s nothing else that’s going to interact with it. And that’s just not the case. Right. Unless you’re just watching it internally and even that’s still not the case. These things are going to be put into an environment that has different variables and different pieces of information floating around it before and after the viewer engages with the video.

00:14:01:07 – 00:14:18:08
Cam
And so we really want to be cognizant of that context that’s happening before and what kind of context they want to have leaving that video, because again, a result can mean so many different things to so many different people. So when we talk about results, we’re like, what is that result? And then how can we create a video to reverse engineer that?

00:14:18:17 – 00:14:29:15
Cam
So in a broad scale, we can dove deeper into what that looks like. But broad scale, that’s kind of how we talk about it to our clients, and that’s how we approach it when we’re when we’re trying to solve for the problem that a client comes to us for.

00:14:30:05 – 00:14:49:22
Kyrill Lazarov
It’s really cool that how you guys kind of reverse engineer from like what the end goal is a lot of the time people talk about the end goal, but a lot of the time they’re also first talking about the idea and kind of the general buzz that they want to get. 11 thing I wanted to kind of also touch upon was because results are yeah, it varies drastically.

00:14:49:23 – 00:15:07:06
Kyrill Lazarov
It’s very symbiotic also with marketing and advertising. So what happens? Like, for example, if a client tells you what result they want, but they don’t they haven’t considered a marketing budget or anything like that and they’ve just come to you straight for a video, it’s like, this is what we want you guys to do for us because your results focus.

00:15:07:14 – 00:15:09:00
Kyrill Lazarov
How do we get these results from you guys?

00:15:10:08 – 00:15:34:14
Cam
It’s a good question. Ultimately, like still for the time being, we are working on this actually in our messaging. But because our our website still very much indicates that we are video focused, which is never going to change by separating like the Expertize to the execution side of things, people always come to us typically with some sort of initial bubble of an idea right?

00:15:35:06 – 00:16:01:17
Cam
But what we can do and what I think is very important as creative agencies is to not let that dictate the end result of the end deliverable that we’re going to give them, because a lot of the time and some clients are actually kind of taken back from this, but then they can understand that as long as you convey it properly, would they come to us for isn’t what we’re always going to try to offer them because they aren’t the video expert in this case, hence why they’re coming to someone like us.

00:16:02:02 – 00:16:27:24
Cam
And as an expert, we need to take that stance and say, Hey, we’re first going to diagnose what your problem or challenge or better goal that you’re trying to solve for. And then we’re going to then put put together a map or a strategy or an action plan that’s going to fit that. Right. So when we go through that process, the first thing which I think a lot of agencies and just salespeople in general doesn’t have being creative, just not be agencies.

00:16:28:11 – 00:16:47:22
Cam
They don’t diagnose like they don’t actually ask the key questions as to what they’re trying to achieve or what their current situations are, what they’re currently doing outside of whatever the services that we’re going to deliver for them. Again, going back to the vacuum to how many people think like our services in this vacuum. And so again, it’s about diagnosing.

00:16:48:02 – 00:17:05:24
Cam
Is it really understanding the challenge, the goal? And we have even talked about audience. Audience obviously is a big part of that. But the challenge in their current situation and then how are they how are they trying to they’re not how are they trying to solve it, but like what goal or are they trying to solve for? So yeah, I hope that’s kind of answer that question.

00:17:06:13 – 00:17:27:06
Dario Nouri
That what do you do? Yeah, like what do you do when like the client just approaches you and says like, look, I’m, I’m still looking around for companies. Like, I just need like a quick quote for this. We need this type of video roughly like because what you’re doing is much more like intensive, like you’re doing a consultation for us to diagnose the problem and whatnot.

00:17:27:06 – 00:17:43:08
Dario Nouri
But which is great because that’s the way it should be done. But a lot of times they just reach out and go like, I got like ten of the people I got to reach out to just to get like five quotes so that my manager can just approve one of them. Right? So yeah, which is like that’s kind of what we deal with on a regular basis.

00:17:43:08 – 00:17:44:24
Dario Nouri
I’m sure you guys deal with that too, right?

00:17:45:18 – 00:18:10:12
Cam
Yeah, we do. But so I get, I get. Thank you. For clarifying that. So I get what you’re going about on that. That’s where that being the expert really plays in and showing up as the expert first and execution or second. And you know, there’s a really good book called that I was just, just in the midst of reading and called Winning with a catchy manifesto by and you’re something.

00:18:10:19 – 00:18:13:04
Dario Nouri
That’s the second time that books can mention. Nice.

00:18:13:05 – 00:18:38:03
Cam
Yeah. Well, the reason it’s so good is and I’ve read a few other books on like Expertize, is it really shows you how important being an expert is when someone comes to you? If they if that person that you’re describing is talking to ten other people and they’re not willing to give you the time to let it, let you, the expert, diagnose their problem, to give them a proper solution or strategy to solve that goal for we don’t know.

00:18:38:03 – 00:18:57:20
Cam
We’re not going to work with them. We don’t want to work with a client like that, that you’re just looking for some commodity, you’re looking for a pair of hands, you’re looking for a camera that can go do this thing that you feel is the best thing that’s going to solve for that. But if you’re coming to us that’s looking to get a problem solved, we’re going to we’re going to take it on us to say we’re the experts here.

00:18:58:01 – 00:19:22:02
Cam
We’re going to lead you through our process, our framework for solving for that problem that we’ve done for X amount of clients. Here’s our process. Here’s how we do it. But this we need to go through this. And if we don’t if you’re not willing to do that, then we’re not we’re not the right fit for you. So I think a bit of it is, again, owning your framework in a lot of again, a lot of agencies, a lot of salespeople don’t have a framework, so they just whatever.

00:19:22:14 – 00:19:39:06
Cam
It’s funny when I’m on the flip side, because I do a lot of work selling for the agency but whenever I’m in the other seat, like when I’m the client looking for a solution, I always ask them. I’m like, Listen, whatever your process is, I’m willing to go through it. Nine times out of ten, they don’t have a process.

00:19:39:20 – 00:20:05:00
Cam
So when a client that is going to be very forceful and very type-A, that person, that salesperson is just going to instantly kind of puppy dog to them. Right? And let them lead the situation because like, no, no, no, no, we’re the experts here. You’re coming to us to solve a problem, not the other way around. And if you let it be the other way around, you instantly become commoditized and then you are being compared to ten other people.

00:20:05:01 – 00:20:28:01
Cam
And it is price that matters. And yeah, you can make a fancy proposal and yeah, you know, you can try to woo them with all this extra stuff that you’re going to put on the table to get the deal done. But ultimately, what you need to do is say, here’s our framework, here’s how we get results. And if you want that result, we’re going to go through this framework right and really letting them guide the through.

00:20:28:04 – 00:20:46:21
Cam
And one thing you mentioned is that, hey, I just need to get this quote and bring back my manager. I get the manager on the phone, and if I can’t, then I get really really clear on what the managers like and what they need to know in order that I don’t care about fancy proposals. I care about the content that’s in the proposal that when the manager does read it, I’m connecting with the manager.

00:20:47:03 – 00:21:06:05
Cam
But a lot of the time, if you just ask and a lot of people are afraid to ask for the decision maker to get a get in front of them, like, oh, they’re too busy, right? That’s something you make up in your mind. Then ultimately you won’t confront them. But if you just ask a lot of the time, they will actually allow you to to schedule time with the manager, get in front of them, just put a good reason, which there is a good reason.

00:21:06:05 – 00:21:21:19
Cam
Hey, we want to give you the best service we need to talk to everyone involved in the project. Right? So, yeah, that that’s kind of how we go about that. Again, sometimes it’s say no, but a lot of the time it’s showing up as the expert and leading them through your framework. But you have to have a framework that’s built.

00:21:22:04 – 00:21:47:02
Braeden
It’s been very ingrained in our messaging since we started as well and made that shift from real estate to marketing videos. It’s we’re not just videographers. We’re not just going to have somebody show up with a camera and shoot what you’re looking for us to shoot. It’s the consultation and diagnosis before that because at the end of the day, how easy is it to go buy a camera off Amazon, show up and start shooting something right you can have no concept as to what the video is that you’re shooting.

00:21:47:09 – 00:22:02:09
Braeden
No strategy intended by it. No, no result plan for him. And yeah, you’re going to have a video that you can put on your website, but it’s not going to have any focus or context, right? So the things like that have helped us differentiate ourselves throughout the past few years.

00:22:03:02 – 00:22:29:21
Dario Nouri
You find that you’re still limited though, because, yeah, you can you can create all these different videos that can help them with their goal. But at the end of the day, if they don’t put the marketing into it, that would be required, right? Because video is one side of the equation. The marketing will be the second side within that like effect, like the quality of not the quality, but the results that you guys are are kind of pitching to them because it’s like, okay, I created this video for you.

00:22:30:06 – 00:22:36:00
Dario Nouri
You’re not marketing it. You got poor results. Why would I go through with the other five other videos that you proposed?

00:22:36:09 – 00:23:08:23
Kyrill Lazarov
Yeah, this happens a lot. Like we’ve at least early on we noticed with a lot of the earlier projects where they they wanted the the best of the best in the in the video. We did that. But then at the end of the day, I just ended up sitting on on YouTube, only accumulating maybe at most a couple of hundred views and, you know, like, is that like one of the things that you guys typically vet for when you are looking for when you are in taking a new lead is if they want this particular result, would it need an advertising budget or a marketing budget to push it out there and get those results because

00:23:09:07 – 00:23:17:23
Kyrill Lazarov
so you can have the video, but if you don’t have the push then that video won’t won’t reach those results either. Is that one way that you kind of vet through them as well?

00:23:19:13 – 00:23:39:12
Cam
I mean, first of all, I agree on that point. And that’s that’s pretty important. And, you know, we’ve gone through phases. And even before I came to the picture, which has been a year now, I know Brendon kind of have handled that in different cases. But I mean, bring by all means, like at some point you should bring up Franklin Enclosures and how we approach that.

00:23:39:18 – 00:24:00:02
Cam
But there’s a few ways to go about it. So the first thing is, is we were in the process of kind of like calling Colin Braden and I’ve joined a year ago. They’ve built it up to a really good point where we have a good structure, we have a good network, we have a good brand, you know, we have lots of nut case studies, but we have a big portfolio now.

00:24:00:09 – 00:24:27:23
Cam
And so we’re at the position where do we niche down and kind of broaden what we’re offering to that point, start to offer more things like the advertising side of it, the implementation the distribution or which we’ve come to a conclusion on is we’re just going to horizontally position ourself where we’re now going to separate from the individuals that that need the video and the marketing to just implementing the video into a marketing team.

00:24:27:23 – 00:24:56:00
Cam
So give you an example. We just signed on a great furniture company that has an entire team dedicated to pushing out advertising, their whole teams dedicated around branding. And they’re, you know, again a 50 I think 50 to 70 person company, bigger revenue marketing budgets are there. They have a dedicated team that’s going to implement that so when they come to us, they’re just looking for the video side and they know exactly how they’re going to distribute it or before.

00:24:56:00 – 00:25:21:17
Cam
When you’re dealing with these smaller companies and you’re dealing with individual realtor or you’re dealing with the individual lawyer, a lot of them don’t have a dedicated marketing team. So you got to do two things, and I’ll let Braden touch on what we did for Franklin because you can either partner with an agency that you say, Hey, we’re just a video team and we have partner A that’s going to then implement this, because if you don’t you’re not going to get the results that you’re looking for, right?

00:25:22:05 – 00:25:45:18
Cam
Or you then expand and start to put some of those services before and after you say, Hey, we’re going to put some ad spend behind it. We implement your email marketing that pushes it to whatever that looks like. You either got to do it in-house if you’re going to be promising that, or you’ve got to find a reliable agency, which there’s tons of them out there that focus around YouTube ads, focus around Facebook ads that can work with you on an ongoing basis.

00:25:45:18 – 00:25:52:18
Cam
But we did that with Franklin and Closer, and I’ll let Brant talk on it because we got amazing results by doing that. Partnering with an agency.

00:25:53:23 – 00:26:14:12
Braeden
Yeah, I definitely I mean that you mentioned it with trusted partners, right? We didn’t we never wanted to be a full service agency and be just have all of these different skill sets that we’re offering, but not really be an expert in one of them. Right. We’re experts in video. That’s what our focus is. And we bring in experts as needed to to run the marketing in that case.

00:26:14:12 – 00:26:33:15
Braeden
And I mentioned Franklin Enclosures. Like we worked very closely right from the beginning of that project with them to create a series of Facebook ads that we’re going to be utilized in a very specific way to drive traffic to their product right. So it’s those I won’t go into the intricacies of that of that Facebook campaign that we ran.

00:26:33:15 – 00:27:06:17
Braeden
For them, it was very successful, but it was that relationship that we had with the marketing agency that allowed us to create results driven videos that were specifically going to have traffic dripped through those videos. So a rough overview of that campaign that we did, somebody who would watch the first 20 or 30 seconds of of the first video on Facebook would unlock the second video so basically we nurturing a cold audience through to their product or service, right, based on the interest and the viewer engagement that they had on Facebook.

00:27:06:17 – 00:27:27:01
Braeden
So those types of projects can be successful if you if you have the partners in place. But to Cam’s point, as of recently, I’d say in the past month or two, we really niche down the fact that we’re going to be working with clients that have large budgets, that have large teams, and they already have a team and plan in place or have ran multiple campaigns in the past.

00:27:27:11 – 00:27:35:05
Braeden
And they just need somebody who’s going to create an emotionally engaging creative story, which is which is ultimately our logo, right? So that’s what we focus on.

00:27:35:15 – 00:28:09:02
Cam
And just to add on to that, something really important for any creatives or agencies that are listening, if you’re going to go down the path or you’re finding an outside partner to work with, bring them in rate as soon as you know you’re either going to be working with them or like starting to develop what that video or what the the plan is going to be because correct me if I’m wrong, Brian, but like that’s when Mike the partner was involved like right from the get go because if you go create these videos and you don’t involve the partner until they’re ready and then the partners like, man, we needed this, this and this in the

00:28:09:02 – 00:28:33:01
Cam
videos, we can’t be leveraging these. So have that. And over time, you ultimately want a partner that you can trust and lean on and go back to time and time again and really build our relationship with. The key I want to point out there is if you’re going to go down that road where you know you want to at least have the conversation with the client that we can also distribute, not through us, but with a partner, have the partner involved early on in the process.

00:28:34:14 – 00:28:59:15
Kyrill Lazarov
Yeah, that’s that’s definitely a smart move because another thing that you also kind of inadvertently do with the client is that you also show how valuable it is to respect the, the experts in the industry because you know what you know, but you also know that you need other people who know that other part better because like you said, you can do everything, but you could be I don’t remember the exact phrase like Master of None, but like, yeah, being able to do anything.

00:28:59:24 – 00:29:18:07
Kyrill Lazarov
Yeah, but you won’t be, as you said, the expert in all those aspects. It’s good to focus on one and work closely with people that are experts as well. And then you guys all elevate each other collectively, you know, because they also have their network that they can leverage. You have yours that you could leverage. And then that just kind of is like a snowball effect allows you to expand further.

00:29:18:20 – 00:29:19:04
Cam
Yeah.

00:29:19:22 – 00:29:20:08
Braeden
Definitely.

00:29:21:08 – 00:29:28:14
Dario Nouri
Can we then get your background? So why don’t you tell us a bit about how you started, how you got, how you joined the team and everything?

00:29:28:21 – 00:29:29:18
Kyrill Lazarov
Yeah, yeah, yeah.

00:29:29:18 – 00:29:57:14
Cam
We can take a few steps back. So I’ve been it literally been a year. I think I close the first deal with for your story start of February. It was like first week of February back in 20, 21. But myself, Brendan, Collin, you know, we’ve known each other since like mid 20, 18 when I actually moved out to Vancouver where we all live now, through door to door job and we just started to get to know each other as it really came of it.

00:29:57:14 – 00:30:16:13
Cam
But then fast forward to myself leaving a tech startup, whereas the first employee helped grow that up from zero to $30,000 and more are very focused on the sales and marketing side. Amazing opportunity. But when I left that I was kind of like you know, what’s the next step? And I’ve wanted to explore a few things on my own.

00:30:16:13 – 00:30:39:17
Cam
So ended up, you know, testing out an ecommerce product, which was red light therapy and it just so happened that I was out here on a trip with Brayden, Collin and some other buddies, and we ended up deciding to go in on it together. And this e-commerce kind of venture and in the midst of that, as we were really trying to make this thing work and it was a tough go, I’m not going to lie.

00:30:39:17 – 00:30:54:14
Cam
It was a tough school. But in the midst of that, they knew that I had sales experience calling them Brad, and we’re getting busier. They don’t want to focus on the sales and like did why don’t we’re working on this e-commerce thing together? Why don’t you just come, you know, take some of the sales and we’ll just pay you commission.

00:30:55:03 – 00:31:19:07
Cam
And so over time, while we’re working on a book club, we just very naturally started to do this thing with your story where I would just get any inbound calls, inbound leads. I would take them close, then get paid commission, and it just flowed so well, I think for two reasons. One, the three of us are very aligned from a values standpoint, you know how we see a work on life, but to we all have different skill sets.

00:31:19:22 – 00:31:40:14
Cam
I don’t know if you guys are taking like a personality test, but we’re big on personality tests and just like really understanding everyone’s strengths and weaknesses and we’re we’re literally very complimentary of each other. And so it just naturally fit and then the conversation just came up like, hey, like we’re not making any money off this, you know, e-commerce venture, but we’re just doing absolutely nothing on this.

00:31:40:14 – 00:32:01:07
Cam
But actually making quite a bit of money, putting very little effort into this. Why don’t we just, you know, cut our losses here, go all in and really focus on this? And that’s when, you know, we decided all three of us would focus all of our energy back on this, go full time on your story, start to build out the sales systems, which has never been done and and really, I think on quantum brains and turned into a real business.

00:32:01:07 – 00:32:25:14
Cam
Like they just saw it as an opportunity to be their own bosses. And when all three of us took took an oath to each other to step in and go go full time on this, it became something real. And and now it’s been going to the next step. We did our biggest year last year since myself coming on and starting to implement some early sales so my background, sales and marketing, I’ve done some cool things door to door in my own paying business.

00:32:25:14 – 00:32:30:13
Cam
But that’s kind of the path on how we’ve integrated into each other’s lives and our business.

00:32:31:09 – 00:32:46:21
Dario Nouri
Have you have you guys so great and have you like like the whole sales talk you were doing earlier? Like, is that something that you brought to the team or like, did you guys in that you have something similar and then Cam just helped you guys solidify it?

00:32:47:16 – 00:33:13:00
Braeden
Yeah. So we had a variety of tools that we were using for sales. I’d say as of the past two years, we’ve had a lot of organic traffic putting some investments into SEO. We started ranking on page one of Google and a lot of grateful now that a lot of our traffic does come from from inbound in the early stages when it was nobody knew about us, we didn’t have a website that was ranking, we didn’t have social media profiles.

00:33:13:00 – 00:33:36:05
Braeden
We had zero network and no experience in the industry. It was picking up the phone and calling 40 hours a week. Right. It was getting the reps and talking to people, talking to business owners, figuring out what their problems are, what are they struggling with using practice with practice, practicing what we were preaching, sending cool video pitches again with the same format, going through sales training.

00:33:36:10 – 00:34:00:13
Braeden
Jordan, Jordan Belfort’s courses graphics card courses like this, whatever we could get our hands on. Right. And that was working very well for us because people were very receptive, I’d say, in regards to having a full on sale system. That is something that we are now developing and that Cam has brought it brought to the table with his expertize calling in.

00:34:00:16 – 00:34:20:18
Braeden
Colin and I are really on the on the production systems end and the, the actual end product, right? So the service delivery but super excited. Now obviously we have our inbound that’s performing really well. We’re going to continue to invest and not but Cam, I mean you can always add to what you’re kicking off with with the outbound sales system now.

00:34:20:18 – 00:34:26:09
Braeden
Right that’s that’s definitely an evolution of what we were doing doing it a few years ago.

00:34:26:24 – 00:34:31:10
Cam
Yeah. Yeah. You guys want us to kind of go down the sales rabbit hole a better.

00:34:31:10 – 00:34:31:22
Kyrill Lazarov
Yeah sure.

00:34:32:07 – 00:34:51:14
Dario Nouri
Yeah. I mean we are our sales process is like super straightforward, but you guys like seem to have a nailed down to like a science. So it’s so interesting to see that you guys have implemented this and in our industry because like, I don’t know too many people that or too many companies that probably do it the way you guys are doing it.

00:34:51:14 – 00:34:52:03
Dario Nouri
Like you guys.

00:34:52:15 – 00:34:53:12
Kyrill Lazarov
Yeah, like we’ve.

00:34:53:12 – 00:35:01:05
Dario Nouri
Probably one of the first ones that we’ve talked to that do it like this. It’s super interesting to hear because I would have never thought someone would have implemented it in our industry successfully.

00:35:01:05 – 00:35:25:01
Kyrill Lazarov
So yeah, we we’ve just seen in previous episodes that it’s how difficult it is because we’ve tried to do something similar in the past and I think we just were unlucky and the fact that we didn’t meet the right people, whereas you guys were fortunate enough to find someone who shared the same values as you, you know, have worked together of known in known each other beforehand and just kind of like it just made sense for you guys, right?

00:35:25:01 – 00:35:38:03
Kyrill Lazarov
So um, but you also mentioned that it was like the first time you guys went full time, kind of like somewhat recently over the last few years. Right? Was it like when you guys, the three of you decided to start working together or was it kind of a little bit before that as well?

00:35:38:19 – 00:35:42:08
Braeden
Yeah. So we were just for context, we were we were operating for.

00:35:42:08 – 00:35:42:20
Cam
Probably three.

00:35:42:20 – 00:36:03:11
Braeden
Or four years before or last year before Kamal came on board. But he mentioned that that transition period where we started to take it a little bit more seriously. I feel like in this industry there’s a in any of this is in any business, right? There’s a gap that you need to fill from being a freelancer or being the actual person to running a business.

00:36:03:18 – 00:36:16:21
Braeden
Yeah. So so hence why our team has grown where roughly seven or eight people now we’re getting more and more detached from the actual service delivery. And that was the transition that we really made when the three of us partnered up. Just for what.

00:36:16:21 – 00:36:20:22
Dario Nouri
Would you say is that gap like? Well, how would you describe working.

00:36:20:22 – 00:36:23:13
Cam
Working in your business versus working on your business?

00:36:24:06 – 00:36:24:12
Braeden
Yeah.

00:36:25:06 – 00:36:47:23
Cam
Yeah. The moment that you go, the moment that you go from being the executioner, which is technically being self-employed, you don’t report anyone, but like you still need to show up and do the work versus having a business that’s growing on like someone else’s time, right? That you have a team that’s showing up to do the work that you’ve implemented through the systems that you’ve built.

00:36:49:01 – 00:37:00:21
Kyrill Lazarov
So like with you coming in and like developing the sales strategies that kind of force the three of you to just kind of take, as you mentioned, take that step back and kind of focus on the business more so and the sales aspect and the growth.

00:37:02:00 – 00:37:05:13
Braeden
Yeah, it’s been a lot of it’s been a lot of systems building over the past year or.

00:37:05:13 – 00:37:06:16
Cam
So in all areas.

00:37:07:04 – 00:37:32:24
Braeden
In all areas, because inherently with more sales becomes more projects and two people can only film so much and edit so much, right? Yeah. Especially with post post-production, like that’s a lot the most. Exactly. The not the natural limits of post-production. Right. And we you working on a few projects at once. So that realization with the fact that we had goals that we had set and there was a direction that you wanted to go in inherently meant that we we needed to hire.

00:37:32:24 – 00:37:49:23
Braeden
So what are the hiring systems that we need to build out? What is the production systems that we need to build out to maintain quality? I feel like that’s a big challenge that a lot of videographers have is and it was for us is how do we maintain the quality, which is what our business has been built on for the past three or four years.

00:37:50:04 – 00:38:11:18
Braeden
It’s our product. How do we maintain that when we’re onboarding somebody? Right. It’s it’s a lot more than, oh, look, this Ed has a great portfolio. We need to bring them on the values need to align, the communication needs to align we need to build out a revision process and a a template that we can utilize in Google Drive to leave comments efficiently and communicate with with clients.

00:38:11:18 – 00:38:20:21
Braeden
Right. So it’s a lot of those that we’ve been developing over the past year or so. And again, that just comes back to turning it more into a business than it was what it was previously.

00:38:21:08 – 00:38:38:01
Dario Nouri
How did you how fast did you grow your team? Because I remember looking on your website, you guys seem to have like a pretty big team. Like did that have it in people all at once? Or did you start off with like I don’t know, bring it on a full time editor and then slowly adding like a pay full time and then like, tell us about that.

00:38:38:21 – 00:38:58:01
Braeden
Yeah, so that’s been all in the past. I’d say 67 months that we started grow on the team. It was that mechanical. And then we started to start to build out these systems. But inherently it was one we have way too much post-production or up till two in the morning editing we needed Ed. So that was the first that was the first conversation.

00:38:58:13 – 00:39:11:09
Braeden
Finding somebody part time, the first that could eventually roll into a full time role, which is more so what it is now. We needed help with all the admin stuff, communication with clients, emails, when you have.

00:39:11:09 – 00:39:12:13
Dario Nouri
So time consuming.

00:39:13:07 – 00:39:40:18
Braeden
It’s time. Time consuming, right? So we brought in an executive assistant who has now merged more into like a project manager role who’s really in charge of the scheduling, logistics, emailing back and forth, shortlist storyboards, things like that to make sure everything runs smoothly on set. As Cam mentioned, he’s building out an open on sales outbound sales system, so he naturally needed another hand with that.

00:39:40:18 – 00:39:55:17
Braeden
So we have a sales development representative on board now as well. And then we also have a photographer that we that we work with as well and have now onboarded a full time cinematographer to really man on the rig on set.

00:39:55:17 – 00:40:11:15
Kyrill Lazarov
So well, it’s like what kind of like outbound strategy do you have you guys kind of develop? It’s like that requires that such a huge amount of like focus like, like firstly like finding one person to do sales is how you got to oh man.

00:40:12:21 – 00:40:14:21
Braeden
Yeah, empty. Sam’s the wizard behind that.

00:40:15:07 – 00:40:36:11
Cam
Yeah. I mean, ultimately in all transparency this is something that’s just been ramped up because just to give some context, like year ago, year ago I joined, it was just a matter of like I never saw the video in my life. Before that I was selling software and, you know, in between software and video selling cars. So the sales cycle is the same with most of this stuff.

00:40:36:11 – 00:41:00:19
Cam
But ultimately you still got to figure that out. And so the first step was like just getting a hold of of how to sell video. And like the nice thing was I had the marketing experience. But then for that first I would say almost six, seven, eight months, it was just getting really comfortable selling video and the different types of video and like my take on it and this is where it’s coming back to being being an expert versus just like, you know, doing whatever the client is.

00:41:00:19 – 00:41:21:23
Cam
And so now we’re at the point where like I’m really confident, I feel like I can be the expert in this situation. And so we’ve now got to that point. Then we had the conversation of K, here’s where we’re out in the business doing niche down and start to expand, which we’ve talked about. Or do we just really hone in on getting good at selling video into marketing organizations?

00:41:21:23 – 00:41:41:16
Cam
Right. Made that decision. And so now we’re like, hey, how can we drive a ton of leads? And when those leads come in, effectively nurture them and close them. And so that comes in to full as SEO has been great. We have a better Google ads that we’re running SEO has clearly been a great tool and great investment for us, which are going to continue.

00:41:42:00 – 00:42:14:00
Cam
So the outbound is going to be complementing that. Because here’s the thing about outbound or better yet, here’s the thing, but SEO is a SEO is great, but you don’t you don’t control that like you are at the will of big tech. Right. And so you with outbound, you are in complete control of all the inputs which then naturally controls the outputs and so on the outbound side, I’m in the process of developing that through my experience and doing door-To-Door selling at the tech company.

00:42:14:00 – 00:42:39:09
Cam
When I built up the sales strategy at the tech company and now, you know, taking all the knowledge that I’ve built over the past year to develop something that really makes sense based off of who we’re selling to and what we’re selling. So the open strategy that we’re putting in place is actually from a few different resources. But I found like a core resource that for anyone listening, I would highly check it out it’s called Ultimate Sales Machine by Chet Holmes.

00:42:39:18 – 00:43:03:08
Cam
And the core premise of it that we’re really developing is like education based marketing. And so you want to take your knowledge and turn it into some sort of core story is what he calls it. We’re calling it like our thesis, right? That we believe this is the best way to execute on X desired result. All right. So if you’re coming to us to get more brand awareness, we’re going to say this is the best way to do it.

00:43:03:08 – 00:43:31:19
Cam
If you’re coming to us to convert more leads into appointments, this is how we go about it. And so we’re going to build education to then deliver to our our potential prospects and ultimately turn them into leads. And by shifting that from just like trying to get on the phone and have conversations with them and try to pitch them right away to building educational assets that we call them or email and be like, hey, you know, are you looking to do X?

00:43:31:19 – 00:43:54:02
Cam
You know, here’s some great strategies on how to be doing it. Hop on the phone with me. I’ll walk through three strategies that we’re seeing in your industry right now that works, okay? And by the end of that, this does two things right it positions use an expert, right? We were going back to this expert thing, so it positions you as an expert, and then it also educates them on our process.

00:43:54:03 – 00:44:15:14
Cam
So making it either the best and only way to get X result that they’re looking for. So by the end of that call, they’re like, This sounds great. What do I do with this information? And the natural next step is how. Right. So you say, hey, you know, can I take like 5 minutes and explain what we do? And maybe we can hop on another call and see if for the right fit for actually helping you execute on some of this.

00:44:15:23 – 00:44:41:24
Cam
And then you naturally progressed into what would be a sales call or what we would call a strategy session or strategy call. And so the outbound the open looks like scraping leads. Again, you can get leads or should they? Prospect’s leads are people that are actually showing interest prospects. Are just people in your target audience scraping prospects. You want email, phone number, getting them on the phone via email or doing a quick cold call, whatever your preference is.

00:44:41:24 – 00:45:02:19
Cam
There’s so many ways to do it with like sales automation tools, email sequencing tools such as woodpecker, limbless tools like that. Close. I know we’re closed. I’ll call them now and then once they’re on, get on the call. Do what we’re positioning as education, base marketing. We’re giving them value up front, right? We’re not just trying to pitch them on something, but we’re educating.

00:45:02:19 – 00:45:19:01
Cam
Really, what we’re doing is we’re educating them on a process to get a result. So if they’re looking to get that result, they’ve. Joe, just buy. If we do a good job, they’ve just now bought in to the way we get that result as the best or only way to do it. And so again, natural next step, how do I do it?

00:45:19:08 – 00:45:36:00
Cam
Now we get on a strategy session and that strategy session turns into hopefully the decision makers coming on. If the decision makers not on this is basically what we’ll be doing. We run through everything. We identify that hey, you know, does this all sound good if you’re going to be the end user or say a marketing manager, right?

00:45:36:13 – 00:45:53:18
Cam
We’re talking to a marketing manager, then probably not the decision maker, the CMO or director of marketing it’s going to be. So does this sound good? You buy into this? Do you think this would help achieve your marketing goals? Yep. Okay, cool. So let’s get, you know, Sharon, who’s the director of marketing on the call, let’s review what we just talked about.

00:45:53:18 – 00:46:08:15
Cam
Let’s reaffirm she has questions. And at the end of that, then I’ll kind of present what it would cost to work with us. Does that sound good? Okay, cool. And then we go through that process again by get her to buy into the thesis, get her to buy into what we’re going to be providing for them and then ultimately closed.

00:46:08:15 – 00:46:30:21
Cam
So that’s going to be the outbound process. It’s predictable, right? The more input you put in, ideally, once you get a solid system in place, you can have an expected output and you can just crank it up. And that’s why now I have I’ve kind of recruited a sales guy, killer guy, very similar to myself. So once I get this up and running, we’re going to be bringing him in and it’s just a numbers game, right?

00:46:30:21 – 00:46:35:15
Cam
Like the more the more prospects you can put in the top, you know, the more sales you’re going to get at the bottom.

00:46:35:15 – 00:46:50:05
Dario Nouri
So that’s well, it’s like a crazy long process. I can imagine. I understand why, like you, you brought on another person because yeah, that does take a lot of time, right? Because you’re doing a whole it’s a you’ve developed quite the process. I got to.

00:46:50:05 – 00:46:53:24
Kyrill Lazarov
Say, he is the sales wizard. Kim is the sales wizard. You know.

00:46:55:02 – 00:46:59:07
Dario Nouri
It’s straightforward, but it’s very like like intensive at the time.

00:46:59:10 – 00:47:26:23
Cam
Right? Like, again, the thing that you guys want to pay attention in, by all means, I’m learning from wizards. I’m standing on the shoulders of giants, right? Like this isn’t me just pulling out of my ass. Yeah. It’s learning, right? It’s figuring this stuff out through repetition. All right. But also learning. And I think a lot of people don’t do this when they start businesses, they get to focus on the doing and then they’re so busy doing the work that they don’t work on their business or work on their skill set.

00:47:26:23 – 00:47:43:16
Cam
So this is a matter of figuring out who’s doing it the best and bringing it into your business. But the biggest thing, the reason that all sounds like a lot is because the system is a lot. But with the magic of the Internet, the magic of software, the magic of automation, a lot of it, once it’s put in place, it’s very straightforward.

00:47:43:16 – 00:47:55:02
Cam
You just need to know what are your inputs, what are the scripts, what are the next steps, what are the clear frameworks that you’re putting in place and just executing on it? Right. So once we have that, it’s a matter of just cranking numbers.

00:47:55:23 – 00:48:19:01
Dario Nouri
I wonder though, if it if it works like do you think it’ll work all across all boards or do you think like you’re you’re you’re limited to certain types of businesses? Like that? Like you’d have to get like direct access to some of those people versus like like, I’m trying to think of our clients that we’ve we’ve gotten fewer clients or or, or they just reached out to us directly.

00:48:19:01 – 00:48:38:14
Dario Nouri
Like, I wouldn’t even know how I would be able to do that kind of process with them. That kind of cold calling approach or cold calling would educational content approach because it’s like there it seems like are a lot of a lot of these people are kind of insulated like it’d be really difficult to reach out to them within that manner.

00:48:39:08 – 00:48:47:05
Cam
What give me so let’s break that down. Who is like who’s, who’s some of your bigger clients or like mid-sized clients like even industry wise.

00:48:47:23 – 00:48:55:07
Dario Nouri
Okay. So as an example, maybe we can use okay, let’s say someone in the financial industry, right? In a bank.

00:48:55:11 – 00:48:55:23
Kyrill Lazarov
Like so to.

00:48:55:23 – 00:49:03:10
Dario Nouri
Do that, would you be able to do like that whole would you be able to implement that system with like a CMO of like a bank?

00:49:04:07 – 00:49:12:00
Cam
So you guys have worked with like CMO’s for, for like the Big Five, or are you talking like more financial advisors, like wealth management firms?

00:49:12:00 – 00:49:29:03
Kyrill Lazarov
So we’ve worked with banks in the past, but more so like in certain departments, right? So the one thing we’ve learned with like a lot of these much larger organizations is that you’re going to be working right away with the CMO they’ve got. That just doesn’t happen, you know, they’re usually working with massive global ad agencies, you know, for these global campaigns.

00:49:29:03 – 00:49:50:01
Kyrill Lazarov
But they do there are a lot of like, say, departments or sectors within the business that within the bank, for example, that also do their own portion of work content and things like that. So it’s hard to kind of figure out who those would be. Right. And a lot of the time we’ve only done work with them because, you know, we got recommended or it was where a mouth.

00:49:51:08 – 00:50:06:03
Kyrill Lazarov
Whereas like now a lot of the kind of companies that we work with are more kind of like midsize where it’s a little bit easier to to get in touch with them. So like I guess it’s a Dario’s point. How would you identify those kind of like niche out like sectors within bigger companies to work with? Yeah.

00:50:06:23 – 00:50:39:06
Cam
Well, I think that’s where honing in on certain industries really like allow you to move quicker. Again, the first couple of times when you’re when you’re probing into these these businesses, you’re not going to have you can you have certain business tools like a tool that we’re going to be using like seamless A.I. or LinkedIn Sales Navigator, where you can start to understand the structure of the business and what departments are what but ultimately the first couple of times it’s it’s kind of, you know, throwing a dart in blind.

00:50:39:14 – 00:50:56:12
Cam
But once you start doing it, you get the hang of it. You start to understand who’s who they’re going to see and what titles are what. And again, like you mentioned, you’re not going to be dealing with the CMO of Scotiabank, but they’re going to have their sub budgets. And so once you understand who those are, that’s probably going to be the case for all of the banks.

00:50:56:12 – 00:51:24:07
Cam
The titles might be a little different, but the same director of Marketing and Consumer Services might have a $50,000 or $100,000 budget to spend on local marketing, and that’s probably the case for the Big Five. And then all the other smaller credit unions or wealth management. So once you understand that, and that’s why it’s really important to like hone in, even if you’re going to horizontally position, pick three or four industries and identify who those people are in a lot of the time.

00:51:24:07 – 00:51:48:21
Cam
Here’s a little trick. You don’t need to know who the decision maker is right away. You can go in and say, Hey, are you the right person for X reason or for X cause? If not, can you please refer me to who this would be? You’re not giving any context to what you’re selling. You’re just like looking for contact and a lot of the time it’s no risk to them just to fire off and forward that email and say, Hey, here’s who you’d want to reach out to.

00:51:49:02 – 00:52:05:13
Cam
And then you can start to pick up on that through a one and the best part is when you do that, you get a warm referral from someone in the company by getting that. So if they end up firing back, you’re like, Hey, you know Joe from X Department, just sent me over your information, thought it’d be a good time to connect.

00:52:05:13 – 00:52:27:00
Cam
We do X reason, right? This is why I’m reaching out. So there’s a few ways you can go about it, but I think the biggest thing is repetition. Identifying and like getting really into a scientific method about it. Like being very methodical about this person typically isn’t the influencer. They report that so, so and so you start to build these like internal charts as like, you know, maps almost.

00:52:28:04 – 00:52:48:14
Cam
And then a lot of the time you don’t need to know who the decision maker is off the first go get them a call someone educate them, get them to get buy in and become an influencer internally and be like, hey, Joe, like who else do we need to get on board? Like, do you buy into this? Do you think this would help, like the organization or the goals for, you know, your marketing?

00:52:48:14 – 00:53:10:19
Cam
Oh, yeah. Like, this is amazing. Okay. Like, how can we get so-and-so involved? Or who else needs to be involved so we can push this through the company? Because a lot of the time, especially in these bigger organizations, it’s not like everyone has a piece of the company attached to them. Like if you’re a smaller company, there’s very much like that emotional attachment to the company and they’re more defensive about it.

00:53:11:08 – 00:53:41:10
Cam
But when you’re talking to just some marketing manager at a huge company, man, they want to just impress their boss so they if you can get them to buy into how this is going to get them a promotion or get them to look good in the company, they’re going to make shit happen for you. Right? So it’s about that education part, providing value up front maybe it’s not the decision maker right away, but providing value and then getting and seeing your getting seen as a trusted advisor expert and then moving your way just by simply asking so there’s a few ways to go about it.

00:53:42:12 – 00:53:56:02
Cam
But again, there’s lots of tools that allow you to find key people with the emails, with the phone numbers, and then just probing and using tools like Wanless and Woodpecker to fire cold emails out, get the touch points, get on the phone and go from there.

00:53:56:02 – 00:54:21:22
Kyrill Lazarov
So it’s incredible to hear how like such classic sales strategies and ideas, even though like you’ve essentially kind of elevated them and merge them with the video production industry. They’re still like it’s just amazing how they it shows that it still works at times, right? It’s just a matter of like how people are executing on it, right? It’s almost like sometimes even here like me sales strategies about cold calling and cold outreach.

00:54:22:11 – 00:54:37:17
Kyrill Lazarov
Yeah, it’s tedious for most, but you know, if you know what you’re doing, you’re like you’re going to find find out who is the key person in that in that company. You know, this these are like strategies that go back decades, you know, like it’s crazy to see how they still work even in these industries.

00:54:38:08 – 00:54:54:12
Cam
A lot of time. It’s a limiting belief that it doesn’t work. They don’t they want it to not work because they’re like, I don’t want to do the cold because I don’t want to like sit there and send the emails and the reason I can say that is because I didn’t go to the door for two years. I didn’t want it to work.

00:54:54:19 – 00:55:19:02
Cam
It’s like, oh, you know, I don’t I don’t want to have to go knock on doors. But at work. So it’s like it was a limiting belief of mine that it didn’t work. And I think especially in the creative space and this is why you I think you guys said, well, you said you’ve never heard of a company kind of applying this sales in the way we are is because a lot of creatives like get this in their mind that, you know, these old gimmick, gimmicky sales methods, they don’t work.

00:55:19:02 – 00:55:27:05
Cam
Nobody wants to do it. But it’s like, is that the case or is it just eliminate belief in your mind that I’m thinking this because I don’t actually want to go and do that?

00:55:27:20 – 00:55:33:05
Kyrill Lazarov
Or do we need to all find a cam, right? Braden, is that it? Is that the approach we all need to find our own camp?

00:55:33:23 – 00:55:50:15
Braeden
Well, the reality is there’s no way to learn that stuff without putting the reps in right. Like it’s the door to door. It’s the tech companies working for it’s the books, it’s the education is the resources, right? Go longer, you do it, the better you get at it. I did it for me, and Khan did it for probably a year to two years.

00:55:51:11 – 00:56:16:10
Braeden
And then we decided we wanted to really focus on the production and storytelling side. We’re creatives, right? That’s why we that’s why we started it. We love the story. We loved the engagement. Right? So but yeah, it’s just it’s just been the reps with the sales, the sales side, Canada’s experience. So yeah, we’re here for advice for anybody watching this 100% like if, if your skill set and, and passion and focus and drive isn’t towards sales and marketing cool.

00:56:16:10 – 00:56:32:17
Braeden
You’re gonna have to learn it to a degree if you’re going to start a business, that’s the reality of it. You need to have the foundational knowledge. But if that’s not what you want to focus on, definitely find somebody find somebody you can bring in and partner with, incentivize them. That’s, that’s not a bad approach. And it’s going to help, it’s going to help the business grow at the end of the day.

00:56:33:00 – 00:56:58:16
Kyrill Lazarov
You know, what’s interesting is that like you know, the kind of like looking back on it, what the one thing that you guys bring you and calling it, right was you set your foundation up with the business and set up like even the sales, like ideas early on so that when someone like Cam came in, it was easier to kind of give him at least something to work with and start so that everything can be elevated well, we were looking for a sales guy back in like 20, 17, 20, 18.

00:57:00:05 – 00:57:18:00
Kyrill Lazarov
We didn’t we clearly didn’t have that foundation at that point. Because one thing that Darren and I’ve talked about in the past is how up until the pandemic, basically we’re like two freelancers that just kind of work together a lot. That’s kind of how our business was. And then the pandemic kind of made us realize, oh, you know, they just redo this a little bit.

00:57:18:00 – 00:57:33:07
Kyrill Lazarov
Let’s, let’s kind of reverse engineer it. But now looking back, it’s like, oh, it’s because of that. There was no foundation back then for that other salesperson to kind of work off of. They were trying to kind of guess and that’s why it didn’t work out for us back then. Whereas for you guys, it did yeah.

00:57:33:09 – 00:57:36:08
Braeden
It good idea.

00:57:37:02 – 00:58:13:13
Cam
I’ll mention something because there’s two very different things from a salesperson and like an entrepreneur, I guess is the best way to describe myself is like I’ve always seen myself as my own business, whether I’m working in someone else’s business or running my own business. And there’s a very, very big distinction from that to a salesperson. And I know a lot of salespeople from being in sales, doing door to door, you know, knowing just people in the sales industry those kind of individuals that don’t have the entrepreneurial drive but are just like they’re good at sales, they’re good at talking, they’re employees.

00:58:13:13 – 00:58:39:24
Cam
And so they think as employees and employees need systems to get told what to do and have that kind of chief aim to get almost like a carrot, you know, the carrot on stick, they need something like that and a lot of the time these sales guys like commission, they want the commission. And so that’s not there. If they can’t see a way to join your company, sell a great product and make money, a lot of them, they won’t be enticed or you won’t find someone by reaching out.

00:58:40:06 – 00:58:58:16
Cam
And that’s what Braden mentioned. Like if you can find a partner that is someone more entrepreneurial, that’s willing to put the systems, if you don’t want to put the systems in or can’t put the systems in place for whatever reason, that’s where someone like myself can come in. They can build out that system off. The foundation is all I wanted from common breed.

00:58:58:16 – 00:59:17:06
Cam
It was great product because that’s the hardest thing about a salesperson. If I don’t have a good product to offer, it becomes extremely difficult to do my job and my conviction drops, which is the number one trait a salesperson has to have. So as long as there is a great product of great testimonials and great case studies, I can build everything else.

00:59:17:12 – 00:59:36:11
Cam
But if you don’t have someone that’s going to have that like self motivating system, system oriented mind, then you need to go out either learn how to put the system in place and then say, Hey, salesperson, here’s the system, here’s the product, here’s what you can make if you do X, Y, Z inputs and just go and do.

00:59:36:11 – 00:59:53:09
Cam
And a lot of you find one of those salespeople like I found now that I have the system in place, I can just plug them in and the guys is going to go nuts, right? But up until then, it’s going to be very difficult if you don’t put that system in place unless you find someone that systems oriented is willing to come in and build that foundation for you.

00:59:54:02 – 01:00:22:13
Dario Nouri
Yeah, I think you guys definitely lucked out finding each other because, I mean, for a lot of video production owners, it’s it’s hard to find ones that have business partners. It’s usually either them running the business. Yeah, actually, it’s mostly just one person running the business, right? So it’s it’s hard enough for, for them just to find another partner that can just help them out on the creative side of things, let alone on the sales or marketing right.

01:00:22:13 – 01:00:54:24
Dario Nouri
So that that’s I think that’s probably why a lot of a lot of production owners don’t really focus on sales that much. It’s mostly referral or networking because it does take up a lot of time. Like what your what would cam you’re doing there is like it is just a full year just so business sales and especially with with the system you’re you’re implementing like you can’t really focus on that in the morning and then go to a shoot or go get it right after you got to just you just got to focus on that all day long, right?

01:00:54:24 – 01:01:08:15
Dario Nouri
So for people that are running their own thing like it’s it’s tricky to do the sales, do the marketing the social creating. Yeah. And have, you know, pitches for projects. It’s hard to manage everything at once.

01:01:09:09 – 01:01:24:09
Braeden
Yeah. And that that is the gap between the freelancer and running the business as a sole proprietor and the business. Right. Like you’re not going to be an expert in every single thing you need to bring people in who are experts at what they do because it takes a lot of time. It takes a lot of energy to scale.

01:01:24:09 – 01:01:48:08
Braeden
Right? You can only be wearing so many hats, but like you can wear all the hats, great, but you’re not going to be doing the things as effectively or as efficiently as they can be. Right. And one of the big things that I want to stress, like just about our business and the growth that we’ve had is I want to downplay the mindset is the mindset and the limiting beliefs they can mention is 99% of it, you can have the greatest sales system.

01:01:48:13 – 01:02:07:07
Braeden
You can have all the tools and resources that you need. But it’s really the mindset of I can do this or I can find somebody. Like, I feel like I’ve run into that issue with with a lot of a lot of creatives. They’ll say, like, all this business has, it hasn’t worked, or I can’t find the right person, or a lot of other people can’t find the right people to bring in.

01:02:07:14 – 01:02:25:06
Braeden
But it’s just shifting that too. I need somebody and I can find somebody and there is somebody out there who’s going to be able to come and add value to the business, right? It’s 99% of it in life and life, in life in general. But like especially in especially in business, right? It’s just like changing the vocabulary.

01:02:25:16 – 01:02:46:16
Kyrill Lazarov
Oh, 100%. Like I remember when when we were starting out I was actually like about half a year to about a year into it before Dario and when we were first kind of like talking about, you know, working together. Like I knew, like we knew that we had the right mindsets together, you know, like we had a lot of like the same kind of ideas and same interests and, you know, we knew that we could probably grow together.

01:02:46:16 – 01:03:04:22
Kyrill Lazarov
So even though like at the beginning there wasn’t that much experience you know, we saw that there was potential down the line and that’s why we’ve been able to work so well together, you know, through the good and the bad, you know, like things like pandemics can typically, you know, destroy companies, destroy business partnerships. You know, I’m sure that happens all the time.

01:03:04:22 – 01:03:24:22
Kyrill Lazarov
But because, you know, him and I had the same resolve and and you know, like vision, we knew that we were going to be pushing for it. So I completely agree with you on that. It’s always hard, though, like it is still hard to find other people with that right mindset. And you need a little bit of luck and, you know, a little bit of life to kind of like throw you a bone in a way.

01:03:24:22 – 01:03:26:12
Kyrill Lazarov
In that sense, once in a while.

01:03:26:12 – 01:03:30:08
Dario Nouri
I’m still shocked how many people you guys added in like six months, though.

01:03:30:09 – 01:03:31:08
Kyrill Lazarov
Like, that’s wild.

01:03:31:16 – 01:03:45:02
Dario Nouri
Like, first of all, just on the payroll. And how do you, like, set aside that much for like because I mean, you can’t just bring someone on and like six months, something happens, you don’t have enough to pay them. So how did you guys, like, figure that side out.

01:03:45:06 – 01:03:51:02
Kyrill Lazarov
Or like the projection side of it’s like how did you determine the projections that would allow you to take on that many people?

01:03:51:23 – 01:04:09:05
Braeden
Yeah, just look at your monthly Castro, right? If you can’t afford it, you can bring somebody on if you like. It’s pretty, pretty black and white in that case, right? When you’re looking at your finances, if you if you can’t afford it. One thing that has helped in regards to payroll that I think would be relevant to that question is retainers.

01:04:09:09 – 01:04:29:06
Braeden
Right. So like having the recurring revenue coming in, that’s what changed our business from the degree of being able to go because we went from one off videos that we were producing for to clients where we get 50% deposit up front. The video might not be finished for a wide variety of different reasons for one months, two months, three months.

01:04:29:06 – 01:04:35:00
Braeden
So what does that look like from a cash flow perspective? Pretty hard to have people on on payroll and on salary, and that’s the case.

01:04:36:02 – 01:04:38:20
Cam
So that was our switching yes.

01:04:38:24 – 01:04:47:15
Braeden
Yes. Exactly. What was improving increasing lifetime value in general? Right. Retainers is the answer to that question for for me.

01:04:48:21 – 01:04:53:03
Dario Nouri
How long ago? Where did you guys start shifting from one off projects to retainer work?

01:04:54:07 – 01:05:09:09
Braeden
Yeah, I mean, in in an ideal scenario, all the more retainer is right. Like there’s only so many clients that that are one willing to to do that, but to need the ongoing work and help, right? So that is it that is a search to find the clients. We’re always looking for more.

01:05:11:04 – 01:05:14:24
Cam
But leave and go ahead.

01:05:15:00 – 01:05:15:05
Braeden
Yeah.

01:05:15:14 – 01:05:31:02
Cam
Yeah. Just going to jump in because there’s two things. I mean, one to two, your first question about about when’s the right time and like how do you how do you make that happen? One thing because our first hire was the VA. So I was on commission. So there wasn’t a is.

01:05:31:05 – 01:05:32:06
Dario Nouri
VA is what sorry.

01:05:32:23 – 01:05:58:13
Cam
Or sorry? Yeah. Executive assistant virtual. Yeah. So like that was our first quote unquote hire because I was on commission. So I wasn’t anywhere on the payroll calling them brain and were paying themselves. But so I only I only got paid when money came in right on the VA each side, we hired someone that was freshly out of school and there’s a program for anyone in Canada listening in called Venture for Canada.

01:05:58:22 – 01:06:27:17
Cam
I do think I don’t know if it applies to Ontario. We have to check, but we got up to 70 $500 for her and we pay her $22 an hour to do everything. And like I think we had four months worth of work already paid at a part time for like 20 hours. So there’s grants not to get in the details, but that’s some tangible stuff you can take search up right now, apply for and find some great, great people coming out of school that’s eager to learn in the creative space.

01:06:28:00 – 01:06:53:14
Cam
Like she’s been amazing, like amazing, amazing hire that we found. So I would recommend venture for candidates looking into grants that’s the first way to kind of make the transition. The second thing though is starting with other freelancers is like that’s what we’ve done with our other Ed is starting with someone on on a freelance basis, couple of hours, build the relationship, get them to buy into the vision so they’re not like, you know, out doing their own thing.

01:06:53:14 – 01:07:19:21
Cam
They’re pretty focused on committing to you, but you can’t commit full time to them. And then as the work builds up, the retainers build up, then you say, Hey, listen, let’s go to 25, 30, 40 hours and then let’s bring you on full time salary. So just to clarify for everyone thinking like we just instantly brought six people on payroll, it’s been a progression, but what we have done is we’ve gotten six to seven people to buy into your story and say, I work with your story.

01:07:20:03 – 01:07:40:19
Cam
I’m not just a freelancer that’s invoicing your story, and they’re one of many like all of them are very committed. They show up to our morning huddles and they’ve bought into the vision because we had a vision, right? A lot of people don’t even have a vision or values that you can get your employees or your team members to buy into and then to once they’ve bought in, then it’s just a matter of bringing them into a full time scenario.

01:07:40:19 – 01:07:59:10
Cam
So that’s the first thing. The second thing when it comes to retainers, is going back to that funnel because we know that there’s going to be multiple types of videos and because we’re positioning ourselves as an expert some people naturally come to us for retainers, like we had some create, we had some great clients come in on retainers.

01:07:59:10 – 01:08:18:15
Cam
They’re looking for retainer right off the bat. Well, naturally you can get someone in on a one off, do amazing work, and then because you have amazing work and you pitch them on what the next steps are, you got to lead the vision for the partnership. If you don’t give them anything to look forward to, they’re going to be like, All, thanks for doing the work.

01:08:18:15 – 01:08:40:21
Cam
If if something comes up in our mind, we’ll come back to you. But if you are the expert goes to them and say, Hey, listen, I know you’re looking to solve this other thing, or now that you have the awareness side, why don’t we talk about the consideration side? Or when we talk with the education side, here’s a couple of things we’ve been thinking about, and now you can start to bring them up the font or bring them up the ascension ladder, the value ladder, however you want to describe it.

01:08:41:07 – 01:08:59:00
Cam
And maybe it doesn’t start off as a retainer, but what it does is it expands the LTV, the lifetime value of the client to keep revenue going in. I don’t know if you guys ever heard it. I think it’s like five to ten times cheaper to keep a customer or five times five to ten times more expensive to get a customer than it is to keep one.

01:08:59:07 – 01:09:22:24
Cam
Absolutely. How can you continue to drive the LTV? That happens with knowing upfront what that vision looks like, working together as partners, whether that turns into a retainer or just multiple projects, you got to be the one leading them through. And that’s something that we’ve done well because we’ve done great work. B we’ve provided a great vision, but we’re also we know we can do way better because the amount of money, once you get trusted as an expert is insane.

01:09:22:24 – 01:09:25:06
Cam
And some of these companies that have the budget to spend.

01:09:26:09 – 01:09:51:03
Kyrill Lazarov
Well at this point, can you you’ve been I’ve been working with with the team for about a year and it’s great that you’ve learned so much and you’ve elevated everything with the company. Do you find that at times when you’re pitching to certain clients, they’re asking about certain capabilities that you guys can do? Do you find that you need to kind of consult with either brand in or call in occasionally on in terms of like if certain specific things can be done?

01:09:51:03 – 01:10:01:20
Kyrill Lazarov
Because like there have been times where clients have asked us, can we do this one thing where it sounds easy to do, but it’s not easy, you know, it’s like, can we make the can we remove that person from that video?

01:10:01:20 – 01:10:13:00
Dario Nouri
Shot it again is don’t forget his sales process as long as he’s not closing them on a call, right? Yeah. Oh, yeah. Oh, he gets all that information like on the first three calls like. Yeah.

01:10:14:16 – 01:10:47:19
Cam
So that to that point though, it’s a good point to make. And especially if anyone is thinking about bringing someone on from a sales perspective that either isn’t a creative first and they are coming from a sales perspective and then learning the creative side. That’s been a challenge for me is like I started to get comfortable and sometimes I would just pitch numbers out of my ass and just say, Yeah, it’s going to be 9500 for this video, not knowing if Colin and Brady is going to shoot me after or if they’re like, Oh yeah, but what, you know, so there’s a bit of that, and then there’s a bit of saying when there’s really what

01:10:47:19 – 01:11:04:06
Cam
it’s come down to, it really like honed in on what it typically takes that and you know, we’ve found a process internally now that we have employees, we know how hard cost, so how much time the video is going to take so we can get a little bit clearer. But a lot of the time I go back to Colin Brady when there’s a lot of logistics involved.

01:11:04:06 – 01:11:20:24
Cam
So multiple locations, lots of additional expenses, hard shots like things like that. I’ll say, hey, listen, this is typically where we’re going to hang around. Does that sound good with you guys? If we came back around that, would you be okay with that number yet? Okay. Let me talk to Braden. Let me talk to call and I’ll get back to you.

01:11:21:00 – 01:11:41:01
Cam
The firm number in our proposal so that’s normally how we take that. If I’m if I’m really well, this is a very logistically heavy I don’t know what kind of brain and thinking we’ll have a conversation will map out the scope, we’ll talk about the expectations and we’ll put a number down and we’ll move forward. But up front, it was a lot of like figuring out trial and error.

01:11:41:01 – 01:11:49:01
Cam
I know I’ve shot a few numbers up in there was like pretty tight in terms of budget and then sometimes I shot a number up and it was like 90% gross, you know.

01:11:49:01 – 01:12:04:24
Kyrill Lazarov
So I was going to ask I was going to ask, there must be a funny story. There must have been a time where you probably said something like it was there like one where like you kind of pitched something that kind of like locked you guys in a box. It’s like, Oh, shoot, I don’t know if we can do it, but we got to figure it out.

01:12:05:19 – 01:12:09:02
Braeden
Yeah, I can’t think of one specifically, but there’s definitely been a couple of us. I mean.

01:12:09:11 – 01:12:25:14
Cam
David Reimers with a real a recent realtor, like we were trying to get some video extra videos done and like there was this miscommunication that ended up being like a logistical, you know, drag where we had to go to multiple but nothing create nothing crazy honestly, by it.

01:12:25:15 – 01:12:39:00
Kyrill Lazarov
But it’s all trial and error, right? Like you learn as you go and usually like any time that something like that happens the people can figure it out, you know, and work it out. Yeah, as always. But you know, sometimes you never know. There’s sometimes always like that one funny story like.

01:12:39:01 – 01:12:51:06
Dario Nouri
That whenever we have the picture or where they’re asking us for numbers or a project and we’re having that initial call with them, I always use the excuse of, Yeah, so let me talk to my business partner and I’ll get back to you right after that.

01:12:51:13 – 01:13:10:05
Kyrill Lazarov
That always has been helpful. It’s like saved us a little bit, you know, where it’s like if we’ve accidentally over by over pitch or under pitched or on anything like that, you know, and that’s the one value of having partners and especially among the three of you now, like there’s like a good collective of everyone, you know, kind of like helping, like figure out what is the right approach for every project.

01:13:10:05 – 01:13:10:20
Kyrill Lazarov
So that’s great.

01:13:11:08 – 01:13:41:14
Cam
Yeah, yeah. There’s something to be noted. There is sorry brand, but some to note there though is like as you scale. If so, if anyone listening is looking to scale, you want to find a systematic approach to pricing. Like every project is different, but that doesn’t mean you can’t create some sort of systematic approach to putting a number in front of the client in a more efficient manner without dragging, because there’s been times where we’ve haphazardly, like spent an hour to 2 hours with three of us on call.

01:13:41:14 – 01:14:13:19
Cam
That’s 6 hours of of the team’s time trying to figure out this project that we don’t even know we’re going to close. So sometimes it’s good, but a lot of the time you should or most of the time, unless you’re just trying to again maintain a freelance like smaller team, you should work towards building some sort of systematic pricing where whoever’s doing the sales, they can pop open the spreadsheet, they can, you know, think through on the on the call and put a number in front of them because it can get a draining when you know, you have seven strategy calls this week that you’re pitching pricing.

01:14:13:20 – 01:14:28:19
Cam
Hey, call on. Hey, Brian, can we all go on a call and like talk this, you know, so it’s good up front and for some projects it’s needed regardless. That’s the nature of the creative business. But, you know, there is definitely ways to systemize it. I don’t know if you had anything to add there, Brian.

01:14:29:06 – 01:14:47:00
Braeden
It was a big part of that was productized in the services as well, really knowing what in a certain type of video entails from one number few days to if there’s actors that need to be involved, how many locations prior to productize it to a degree. And then there’s only that little bit of variable cost on top of that, it’s going to happen.

01:14:47:00 – 01:14:58:14
Braeden
This base number and then based on the client and what they’re looking for, he can kind of adjust as needed. But prioritizing it, prioritizing the services has been like super, super helpful for us from from that perspective.

01:14:58:23 – 01:15:24:06
Dario Nouri
You know, by doing that, they’re just like breaking all the notions we had going into this, like going into this are like, I don’t like we don’t think we could you know, someone was implementing this kind of sales approach to their production industry and then you guys are talking about like retainers at this and like product sizing. I think we even had a discussion about this in another episode where you can’t really productize what we do, but it’s like you guys like have a whole different approach.

01:15:24:06 – 01:15:30:02
Dario Nouri
Like, I feel like right after this episode I really sit down and just like we really do go over everything slowly.

01:15:30:13 – 01:15:30:22
Braeden
Well, I.

01:15:30:22 – 01:16:07:13
Cam
Think in the reason as soon as Brian mentioned that the one thing that’s so important to flip back to is the Expertize side is again, if you can’t productize something, if you’re letting the client be the leader of the partnership or the relationship because if that’s the case, how can you productize their their idea? But if again, if you build the expertize, you build the leadership and you say, hey, what you’re looking to do is this, and then you have a repeatable way to bring them back to this outcome, bring this back to this vehicle that is the product, right?

01:16:07:13 – 01:16:28:01
Cam
Which is like a video business card, signature process, video testimonials, case studies. Like you can box a lot of these videos into products, but if you are taking the client by the hand and say, come with me, I’m going to show you what’s best for you and they’re leading you, there’s no way you can ever show them your you know, your options that are productized.

01:16:28:01 – 01:16:36:03
Cam
So it goes back to that being expert first, execution or second and not letting the client lead you, but rather you leave the client.

01:16:36:20 – 01:16:58:03
Kyrill Lazarov
Now, I’m actually curious is I guess because you’ve now gotten to the point where your product productized your your your business and your services, has it kind of gotten to the point now where like you have like a certain set range of budgets that you typically only accept where it’s like, say, like minimum, you need to be getting like at least five to ten K from a project in order to be viable, especially when you have such a big team.

01:16:58:03 – 01:17:03:19
Kyrill Lazarov
Now with certain overhead, is there kind of like a baseline that you guys always stick to and hold your guns on.

01:17:05:17 – 01:17:30:05
Braeden
Yeah, I’d say that that baseline has grown over the past three or four years, right? You start to expand as the projects get logistically more involved as well. As there’s more people involved. But yeah, yeah, we definitely have a baseline baseline number that we work off of and then and then go from there for sure. I mean, the reality is coming back to that comment that I mentioned at the beginning of you’re never going to turn a $500 client into a $5,000.

01:17:30:05 – 01:17:31:23
Kyrill Lazarov
Like never, never, never.

01:17:32:09 – 01:17:49:14
Braeden
It’s very similar to running a two or 3000 or $4,000 client into a 10,050 and $20,000 client. Right. They have an idea of what they want to spend, what what the value of the video’s worth and it’s just it’s just a mindset gap, let me tell you. You can touch on that a little bit more of us.

01:17:51:01 – 01:18:15:04
Cam
Yeah. It’s, you know, I really do think it just comes down to saying like, hey, what’s the actual thing that we’re being asked to do? And is this the right thing for that that they need? And sometimes, like, we’ll have these one off things like I don’t know if you guys ever get where you get contacted by another agency and the agency just needs I like film, right?

01:18:15:04 – 01:18:16:14
Cam
No editing, no nothing. Yeah.

01:18:16:16 – 01:18:16:23
Dario Nouri
Yeah.

01:18:17:00 – 01:18:39:24
Cam
For those things like yeah, sure will not go with our standard of like a minimum maybe it’s, you know, a couple of thousand dollars. We show up, shoot ship off the hard drives. Yeah. But when it does come to those products, those like specific videos that we’ve like categorized, there’s typically typically a line rate video business card that’s normally no less than 7500.

01:18:40:19 – 01:18:47:23
Cam
So there’s normally these limits that we start to set on them simply because we know what it’s worth to the client and we know what it cost us to do.

01:18:48:11 – 01:18:48:20
Kyrill Lazarov
Yeah.

01:18:49:13 – 01:19:23:15
Dario Nouri
Kim, I actually had a question since we’re on this topic. Like during your sales process, you’re taking an educational approach, right? Like, but how do you introduce like your minimum like required pricing for your videos, right? So if like you are going to then pitch them later on in the process on like a video, a video card, like how do you let them know like you let them know at that stage later on that, hey, it’s actually we start at 7500 like at the very least like because what if that’s like way above their budget?

01:19:23:21 – 01:19:34:18
Dario Nouri
How do you know when to kind of like forget about a lead because they’ll probably never be able to afford it because at the beginning you’re not really picking their brain on what their budgets are, right?

01:19:35:22 – 01:19:54:10
Cam
Yeah, good question. So you actually want to like get it out of the way, you know, as soon as you think they, they could become a potential opportunity. So for us, when it’s an inbound lead versus inbound and outbound in different right outbound, you naturally have to put more time in because you have to nurture them. You have to provide some value to get them to listen to you.

01:19:55:16 – 01:20:23:04
Cam
With an inbound, though, we have two things. One, when they request a quote or request a project price, they get redirected to occasionally if they end up booking on our calendar, there’s a few questions on there. One of them is price so we have like I think seven different price ranges starting at 3500, going all the way up to like 100 k, we’ll get an idea that’s not always the given, but at least we know and twofold, at least they know our minimum, right?

01:20:23:04 – 01:20:26:01
Cam
And then to we know where they’re at and.

01:20:26:01 – 01:20:47:08
Dario Nouri
Then that’s that makes sense. That makes sense for that one is just the other one was our what was the term for that one were outbound. For the outbound, it’d be a little more interesting to figure out how you would navigate that because it seems like if you’re going to put all that time and effort in only to find out like, man, this department just like would never even give me that budget.

01:20:47:09 – 01:20:49:20
Dario Nouri
How do you know when to like cut your loss off early?

01:20:50:13 – 01:21:10:16
Cam
Two things. One, once you get moving, it’s a lot of numbers, right? Like you naturally know that if you’re if you’re playing in the right field and you’re targeting the right type of companies, if these companies are multi-million dollar companies or even if they’re doing like one to $5 million in revenue you can assume they have some sort of budget.

01:21:10:23 – 01:21:36:08
Cam
And as long as you’re educating them, this is why the education part actually like creates more of a need because they get educated on why if they’re looking to solve x x problem or hit x school, your vehicle is the best or only option the going there. So you’re you’re selling them on that which now in their mind they’ve become focused on will shit, I need this because this seems like the only way to hit this goal that they’ve just been educated on.

01:21:36:15 – 01:22:01:07
Cam
So part of it’s that because again, anytime price is an issue, they either literally can’t afford it, which means you probably shouldn’t target those people in the first place, which you can find out pretty quickly. And that means you should just switch or you’re trying to target or to what you’re presenting isn’t providing enough value in. They can’t see the justification because it’s anytime someone buys something or like the money that I’m giving you.

01:22:01:19 – 01:22:38:00
Cam
Am I getting more value from this? That perceived value can come in direct ROI with when I put a dollar in, I get $2 out. That can be time saving, that can be status increase a lot of the time with video, it does come down to a status increase, right? I’m differentiating myself some position myself differently. So you need to position these videos to say is, you know, 70 $500 worth differentiating yourself from the competition and then to realistically talking objectively about the time commitment if you’re doing it email automation you really like it doesn’t take a lot of time to set those up that’s why I said the system upfront takes a lot of time

01:22:38:07 – 01:22:58:06
Cam
actually running. That doesn’t the time that it takes to actually get on one of those calls and run through the educational goals is 30 to 35 minutes right. If you really want to take time, 45 at the most 30 minutes to do the presentation, 45 at the end of that, you’re going to know if they’re qualified or not, because at the end of that you’re going to say, Listen, here’s, we just provide you with all this.

01:22:58:08 – 01:23:11:11
Cam
We can definitely help you execute on this. Typically our services start at 75. Is that going to break the bank? Is that going to put you in the poorhouse or is that something that’s within budget for you and the team? And it’s like, you know, like that’s probably something we could work out. It’s still need to talk to.

01:23:11:15 – 01:23:31:16
Cam
And so. Okay, perfect. At least when they give that affirmation, then you can move to the next stage, but you’re really only committing 30 or 45 minutes of your time upfront on the call. You’re building a relationship it might not be the right time now. So and then the play in the log numbers, you know, once you run it through, you need to do 20 of them to close one.

01:23:31:16 – 01:23:46:01
Cam
Okay. I don’t care what took one out of that 20 is going to be it. I’m just running the reps. So it’s a few things. But ultimately you got to start with the market. If you know the market isn’t willing to pay it, begin with don’t be cheap now that treat.

01:23:46:13 – 01:23:54:19
Dario Nouri
Those let that pretty much answer to okay so yeah the I think I think we went way over.

01:23:54:21 – 01:24:14:03
Kyrill Lazarov
Yeah. We went way over to our house to respect your guy’s time because like we’re trying to keep these to an hour but clearly like, you know all these conversations like they’re like, they’re like we’re, we’re sharing so many great ideas and just kind of like bouncing things off of each other. Like in the we’re now at like the hour and a half mark both kind of like before we before we set up.

01:24:14:21 – 01:24:20:14
Kyrill Lazarov
How did you guys first come up with your story? Tell us a little bit about that. Like the name the name.

01:24:21:11 – 01:24:40:24
Braeden
Yeah, it was initially envisioned media when we first started. So for five years ago, that was the first first company name. And it just came up in conversation a lot, right? Like this was what I had envisioned for the project. You know, this is what this is my vision for, for my business and why I started, right? So it was really it was really tied around that.

01:24:41:20 – 01:25:02:09
Braeden
The only reason we changed the name is because I took a break from the business for probably two months to two or three months, you know, and lived in the UK and worked with a Forex trading company for, for a bit, wasn’t it, wasn’t aligned, came back on and I partnered back up and basically just as a spark to a new direction, we we called it your story agency.

01:25:04:02 – 01:25:26:01
Braeden
Yeah. There wasn’t a huge intent behind it when we first named it, but it has been a great brand asset in the sense that people come to us for story and our logo is story. And then like the deeper meaning in our logo is like the why’s unfinished, right? So people are hiring us to come fill in the rest of that verse of that vision and then help them help their business out.

01:25:26:01 – 01:25:26:09
Braeden
So.

01:25:27:21 – 01:25:32:21
Kyrill Lazarov
Well, that’s, that’s awesome. And always cool to hear everyone’s origin story in a way, right?

01:25:33:15 – 01:25:34:22
Braeden
Yeah. Yeah, that’s.

01:25:35:00 – 01:25:49:18
Dario Nouri
Okay. Well, thank you guys so much for coming on. You know, it was great to have you on and I’m sure we’ll probably bring you back on in about like a year’s time just to see how everything’s been gone, how the new sales process is gonna be really interesting to talk about that.

01:25:50:02 – 01:25:54:01
Kyrill Lazarov
I’m expecting like maybe 15, 16 people to be on the team by that or.

01:25:55:02 – 01:25:56:02
Cam
Something. Yeah.

01:25:56:09 – 01:26:12:11
Braeden
Yeah, yeah. Well, thanks for having us on. It’s a great idea for a podcast. There’s a lot of value that can come of these conversations, whether it’s people like just, just getting started, wanting to get into the industry scaling or whatever. Phase you’re at. Right. There’s a lot of, a lot of nuggets. I wish I had more resources.

01:26:12:11 – 01:26:14:00
Braeden
Like that’s when we were first started. And so.

01:26:14:18 – 01:26:29:03
Kyrill Lazarov
Oh, absolutely. Like when we were all starting out, you know, there wasn’t as much back then. And at least, you know, maybe, maybe this will turn into something down the road. But at the very least, this is also a good way to also get to know you guys, you know, get to know like who is out there in Vancouver because you never know.

01:26:29:08 – 01:26:42:22
Kyrill Lazarov
We might get a client that, you know, needs someone to to execute some stuff in Vancouver. You know, it might be easier to just have you guys execute for us and vice versa. If you guys ever need someone trustworthy in Toronto, you know, we’re we’re happy to help.

01:26:43:15 – 01:26:45:19
Braeden
Yeah. You guys do great work, so we’ll definitely keep that mine.

01:26:46:10 – 01:26:50:15
Kyrill Lazarov
Thank you all right, guys, we’ll take care and we’ll keep in touch.

01:26:50:22 – 01:26:51:18
Braeden
Sounds good.

01:26:52:17 – 01:26:53:10
Dario Nouri
Take it easy guys.

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