Alex Berman is the CEO of a marketing and lead generation agency Experiment27. He’s responsible for generating over $6.5 million in B2B sales and over $35 million in leads for his clients.
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Upwork – Alex’s small business resource
Episode 1388 – Alex’s first interview
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Experiment 27 – Alex’s website
Gift for Fire Nation – Alex’s freebies
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3 Value Bombs
1) Develop an assumption that you are doing a terrible job; this will help you seek feedback and improve
2) Hire two sales people instead of one; you can benchmark their performance and analyze whether there is an issue with the product or the market.
3) If something is not working and you have the numbers to show it, you have to be willing to pull the trigger.
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[01:10] – Alex is a digital nomad without a permanent home base
[01:35] – Alex’s area of expertise is lead gen for services and businesses
[01:47] – Share something we don’t know about your area of expertise that as entrepreneurs, we probably should: It’s easy to get in front of gigantic Fortune 500 companies if you have the right case study and you frame it the right way
[02:30] – Alex went from being an entrepreneur to a business owner when he hired 6-7 people in a month to fulfill a client order. He created systems and processes so that he could have the work effectively executed. Instead of doing everything under the sun, they started focusing solely on lead generation.
[04:07] – Productization lead to lot of client pushbacks; clients were seeking custom stuff outside of what Alex was offering
[04:45] – Refund rates spiked up in year 2; hiring an account manager managed to reign in refunds
[06:34] – Hiring a production manager and account manager has led to process optimization
[06:56] – Constantly analyzing and improvising cold call metrics, such as response rate and subject lines, leads to further process optimization
[07:22] – Alex can effectively cater to organizations servicing different industries by implementing agile processes
[08:38] – When meeting a client, Alex always goes with the assumption that they are terrible at what they do—he digs in and attempts to get negative feedback in a bid to further improve
[09:56] – Switching to a no-nonsense, data driven approach helped Alex zero in on issues with a client account and fix them
[13:32] – Alex suggests hiring two sales people instead of one; you can benchmark their performance and analyze whether there is an issue with the product or the market
[14:04] – Alex fired his sales team, hired a sales trainer and two junior sales guys underneath him—the first sale was made within 30 days, which was a big improvement from the previous arrangement
[15:29] – If something is not working and you have the numbers to show it, you have to be willing to pull the trigger
[16:01] – Alex monitors his 13 employees spread across the globe by setting clear goals for each one of them
[16:44] – Sales reps tend to lie to avoid getting into trouble
[18:02] – The one advantage of being a digital nomad is the freedom to work anywhere; the disadvantage is the difficulty with creating friend groups
[18:50] – Parting Piece of Guidance: “The most valuable thing that I have used so far in the three years of business is Upwork. Hiring freelancers at $25, $30, $40 bucks an hour… Paying top rates on Upwork has been the biggest life hack for me”
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