First off I would start off by being flexible, if you need this client and you’re not worried about giving them results, you just need to clarify the deliverables you’re responsible.
If they say they want a money back guarantee on ad spend etc and you can get the leads then go for it! If you’re worried and their market sucks balls, then don’t do it! Do your do diligence, ask about their previous campaigns and agencies they’ve used. What results did the last guys get? Did they just run off with is money? Is his market shit? There’s a ton of questions you should be getting answered vs. just saying “This guy is shocking me with his need to protect his money!” Find out what happened, you know the old saying, once bitten twice shy!
When it comes to selling a service this way, I’ve been using this technique for more than a decade. Alex Hormozi has really popularized this concept and it’s now mainstream.
Customers hate how marketers market, most marketers just want a retainer and call it a day. Marketing needs better KPIs and the main one missing is results in the form of customers delivered on a platter to the client.
Alex popularized this concept by saying “What if I could give this customer exactly what they want instantly?” When you think from that angle you understand that a client would prefer if we did both marketing, sales and closing and just gave them a client ready to go. If you can do this, do this. Again this is what Alex did with his Gym business. He would setup inside of a Gym owners business and literally book new memberships after running ads. He would keep the profits from the signups and the Gym owner would keep the member. He details his exact process (which is very complicated) in the Book and Audio book Gym Launch.
If you can’t advertise, market and close the client then you should clarify to the customer that you’re only responsible for lead generation and you get paid per lead. Make a price like $100 per lead of whatever.
Now doing this you must, must, must make sure you know the clients target audience, their size and how much it costs to acquire them.
So run away from the client if they have a shitty market or you can’t provide them with an end-to-end solution.
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