The Deep Specialization™️ Podcast – Détails, épisodes et analyse

"You have to think about the exit from day one.” – Ronik Patel,  Founder of UnlimitedWP.

If you’ve ever dreamt of selling your agency, look no further than this episode. Excitingly, we have another two-time guest on, as Corey welcomes back Ronik Patel to discuss his recent success in getting his company, UnlimitedWP acquired by E2M. And, if the latter sounds familiar, it’s because its founder, Manish Dudharejia, is also a recent guest and friend of the podcast!

Ronik joins the show to share his exit experience, how that came to be, and all the lessons along the way. It truly is fascinating to witness the journey of a competitor becoming the acquirer, and what decisions led to the exit - or partial merger, to be exact.

While this episode is a gold mine of M&A advice, If we had to summarize a single takeaway, it would be that exits are made from day one. You have to plan for it from the get-go to ensure that your agency can run (and be acquired) without the day-to-day involvement of the founder.

Beyond the acquisition, we also discuss his future plans and what Ronik is building next for agencies. Tune in for the full story.

Here’s what we cover in this episode:

- How to prime your agency for an acquisition.

- Best practices for a successful exit.

- Acquisition experience and learnings.

- What’s next for Ronik and what he’s building in the agency space.

Here are some actionable key takeaways for agency founders:

- If you’re looking for an exit, seek out buyers immediately.

- Trust and transparency are paramount in the acquisition process.

- Make a list of potential buyers early on and build relationships before you need them.

- Aligning on values is the cornerstone of a successful acquisition.

The resources mentioned in this episode are:

- Connect with Ronik on LinkedIn Here
- Check out UnlimitedWP Here

👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

"The commitment to specialization gives clarity and perspective, leading to higher conversion rates and client trust." – Vlad Mkrtumyan, CEO of Restoration Inbound

Today’s guest may have started as a general agency founder, but since niching down and taking a vertical approach, his team has helped one of their client’s achieve an increase of over $1M in new revenue. Meet Vlad Mkrtumyan, CEO of Restoration Inbound, a top-tier lead generation and SEO agency exclusively designed for mold remediation companies seeking growth and success.

With a deep understanding of their industry’s unique challenges and opportunities, their team harnesses the power of digital marketing to connect restoration businesses with potential clients.

So, how do you go from generalist to specialist?

If you’re in the process of finding your niche and don’t know what steps to take next, this episode will give you the steps you need.

Vlad emphasizes the importance of attending conferences, enjoying the learning process, and the role of software in their agency. He also highlights the balance of not immediately "boxing yourself in" but doing so over time, with examples of what that means.

Tune in for expert insights on how to find your niche and become the specialist you know you can be.

Here’s what we cover in this episode:

- Vlad’s growth journey from starting as a general agency to niching down to restoration marketing.

- How becoming a specialist in a specific niche enables you to build deeper relationships with clients and give them better results.

- The major benefits of leveraging referrals, networking, and building a board of advisors.

- AI in marketing: How agencies can leverage it to help their clients implement AI tools.

Here are some actionable key takeaways for agency founders:

- Networking and building a board of advisors are crucial for success in a niche market.

- Focusing on high-margin industries can lead to greater profitability.

- Attending conferences gives insight into the industry, but it’s shadowing the potential niche that can really bring it more to life and help you to see first-hand if it’s right for you.

- Enjoying the learning process and becoming a master in the niche is a sign that the specialization is the right fit.

- If you’re still trying to figure out your niche, keep testing and trying! You’ll find it.

The resources mentioned in this episode are:

- Connect with Vlad on LinkedIn here
- Check out Restoration Inbound here

👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Chapter Fourteen of Anyone, Not Everyone highlights the power of vertical outbound sales and marketing strategies, stressing the importance of proactively reaching out to potential clients within a targeted vertical market.

It introduces the concept of the Zone of Indifference, where the majority of clients are neither actively seeking nor strongly opposed to new services, and emphasizes the necessity of targeted, personalized outreach, using unique and memorable gifts (USI gifts) to make a warm and lasting impression. The chapter also notes common outbound mistakes and provides practical steps for effective outbound campaigns.

Reminder that this is a chapter in Corey Quinn’s book, Anyone, Not Everyone. Over the next few weeks, we'll be releasing a few chapters at a time so that you can escape founder-led sales. If you want to read or listen to the entire book today, then visit www.AnyoneNotEveryone.com and pick up a copy.

“I built out a cold outreach methodology around heuristics, which is a series of pattern interrupts, or shortcuts.” Justin Michael, Co-Founder of Hard Skill Exchange

Ready for a different perspective on sales outreach? 

This week’s guest is an executive sales coach who has helped over 200 startups make over their outbound efforts by leaning into the unexpected.

Justin Michael is a best-selling author of the book “Sales Superpowers” and the Co-Founder of Hard Skill Exchange, the world’s first real-time 1:1 skill-building marketplace. 

After spending some 20,000 hours (his words, not ours!) on cold calls, he started mapping out what it took to get to predictable outcomes and what made prospects open to the pitch. And so, Justin’s bespoke methodologies were born.

If you’re currently in an agency sales role, this episode is a goldmine for you. While some advice may feel counter-intuitive, like doing unscalable work, such as relationship-building to scale your agency, Justin’s tried and tested strategies render results in the long-term.

Justin and Corey get into topics like cold outreach, building relationships with prospects, Justin’s newest book, and tapping into disruptive thinking like combining sales with the law of attraction. 

Here’s what we cover in this episode:

- Catching prospects’ attention and why doing the wrong thing, like grammatical errors in sales emails, can be effective.

- How to approach cold prospects in a manner that doesn’t repel them.

- Unconventional ways of getting in front of your target accounts.

- Scaling sales with the law of attraction, and the most ‘controversial book written in B2B.’

Here are some actionable key takeaways for agency founders:

- Try to pattern interrupt when doing outreach, for example, humans respond much better to visual information.

- Opening lateral conversations that mimic a real-life interaction helps disarm prospects.

- Take two or three discovery calls before you try to pitch.

The resources mentioned in this episode are:

- Connect with Justin on LinkedIn Here
- Check out Hard Skill Exchange Here

👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Chapter Thirteen of Anyone, Not Everyone discusses vertical inbound marketing strategies, emphasizing the need for agencies to be easily discovered by potential clients who are already seeking solutions. It advises on thought leadership through content marketing, visibility through speaking at and hosting events, and targeting through paid advertising.

The chapter stresses that a proactive approach to marketing—going beyond passive inbound tactics—is crucial for agencies aiming to secure their desired clientele. Reminder that this is a chapter in Corey Quinn’s book, Anyone, Not Everyone.

Over the next few weeks, we'll be releasing a few chapters at a time so that you can escape founder-led sales. If you want to read or listen to the entire book today, then visit www.AnyoneNotEveryone.com and pick up a copy.

“Eventually, we stopped the shenanigans and got vertical."  –  Rob Murray, Founder and President of Intrigue Media

Some founding stories are more eccentric, and entertaining, than others, and today’s guest certainly has a tale to tell. While these days, the digital marketing agency Intrigue Media does over $5 million in annual revenue serving 110 clients and counting, its founder, Rob Murray started his business selling local out-of-home advertising all the way back in college.

While Rob started out as a local generalist, he ultimately, after some hits and glorious misses, narrowed his focus to select niches like HVAC and landscaping.

Rob joins Corey to not just share Intrigue Media’s journey, but also to dish out a hot take (or five!), served with a side of refreshing honesty.

For one, Rob doesn’t think that different niches are truly that different to serve; you just have to deeply understand business basics like revenue models and problem-solving. Pair that with honest service and the ethos of trying to do good, and you’re golden.

So tune in for a wealth of knowledge and actionable advice on topics like growth and retention, what not to do with sales, and moreover, the leadership principles that Rob lives by.

Here’s what we cover in this episode:

• Rob’s crazy founding story from DOOH to verticalization.
• How showing up in the community and doing thought leadership sparked initial growth.
• Rob’s approach to marketing, sales, and business leadership.
• The challenges of hiring sales and how to incentivize them.

Here are some actionable key takeaways for agency founders:

• You have two ways to position your offering: vertical versus horizontal. 
• If you have the resources, you can grow quickly in the beginning by creating a sensation that your agency is everywhere. Think: parties, events, community, and lots of speaking.
• Don’t send sales into the market before you’re sure they get your business and you trust them to represent it.
• Try to uncover unconscious beliefs you hold about your business to break harmful patterns; journaling is great for this.

The resources mentioned in this episode are:

• Connect with Rob on LinkedIn Here
• Check out Intrigue Media Here

Books mentioned in this episode are: 

• Verne Harnish, Scaling Up 
• John C. Maxwell, 21 Irrefutable Laws of Leadership 
• Simon Sinek, Leaders Eat Last and Start With Why 
• Dr. Eric Byrne (Related to Transactional Analysis, no specific book mentioned)
• Seth Godin (Specific book not mentioned)

👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Chapter Twelve of Anyone, Not Everyone outlines the necessity of creating specific sales and marketing materials to appeal to a chosen vertical market, stressing that most of a client's buying decision is made before the first contact.

It recommends crafting a dedicated vertical webpage, compiling impactful client success stories and testimonials, and gathering vertical-specific social proof to demonstrate expertise and build trust with potential clients.

Reminder that this is a chapter in Corey Quinn’s book, Anyone, Not Everyone. Over the next few weeks, we'll be releasing a few chapters at a time so that you can escape founder-led sales.

If you want to read or listen to the entire book today, then visit www.AnyoneNotEveryone.com and pick up a copy.

“The first six, seven years were a lot of lessons. I made a lot of mistakes. I did not know how to lead people. I didn't know what kind of people should be hired."  –  Manish Dudharejia, Founder and President E2M Solutions

This week’s guest, Manish Duharejia, is a true agency aficionado with over a decade at the helm of his marketing company, E2M Solutions. Founded in 2012, E2M Solutions is an integrated white label digital agency that helps other agencies expand their capacity through white label services.

Today, Manish runs a 200-person operation with offices in California and India. From his beginnings in SEO to becoming a company founder, Manish joins the show to detail his journey in building a thriving global company.

What is refreshing about Manish is his candor around the lessons he’s learned, including challenges and even failures. For instance, he had to scale his team back from 120 to 40 to build out sustainable processes first, so he could ultimately get the company back on track.

While Manish initially built momentum by partnering with agency coaches and sponsoring events, what truly accelerated growth was switching from project-based fees to unlimited services with fixed costs. 

What else did the trick? 

Listen to the episode to uncover valuable learnings on niching down, running an offshore team, hiring order, as well as leadership hits and misses, and key milestones for E2M Solutions.

Here’s what we cover in this episode:

• How agencies can scale with white label services.
• Hard lessons and company growing pains.
• The benefits (and process) of niching down.
• Why Manish built his business leveraging both US and Indian talent.

Here are some actionable key takeaways for agency founders:

• The challenges you face at different stages of growth are unique; always stay one step ahead and plan for the next threshold.
• Problem-solving mindset calls for positivity and transparency.
• Niching down means saying no for a reason. Don’t fear it.
• It is better to be a specialist in a vertical market because you become an expert in helping clients solve problems.

The resources mentioned in this episode are:

- Connect with Manish on LinkedIn Here
- Check out E2M Solutions Here

👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Chapter Eleven of Anyone, Not Everyone discusses vertical sales and marketing strategies, emphasizing the importance of choosing specific actions and avoiding others.

The chapter breaks down the sales and marketing activities into inbound marketing, outbound sales and marketing, and relationship marketing, providing an approach to reach clients in the active buying process and underlining the necessity of being a top consideration for potential clients.

Reminder that this is a chapter in Corey Quinn’s book, Anyone, Not Everyone. Over the next few weeks, we'll be releasing a few chapters at a time so that you can escape founder-led sales. If you want to read or listen to the entire book today, then visit www.AnyoneNotEveryone.com and pick up a copy.

"Niche is the number one growth accelerator."  – Josh Nelson, Mentor & Coach at Seven Figure Agency

Growth can happen in an instant when you’re doing the right things. But when you find the right fit, niche, offering, and vertical, that’s the unfair advantage. Nobody knows this better than today’s guest, who not only coaches agencies on growth, but also grew his own verticalized agency from zero to seven figures in under two years.

This week, we welcome Josh Nelson to the Deep Specialization show with an impressive background. From running two successful businesses (the agency Plumbing & HVAC SEO and the coaching business Seven Figure Agency) to writing two best-selling books, we can’t wait to dive into the learnings Josh has got in store for us.

Today he balances his time between coaching agencies and being the face of Plumbing & HVAC SEO. Impressively, Seven Figure Agency has already helped 118 agencies surpass the million threshold in revenue, and they’re on a mission to help 500 surpass seven figures over the next five years.

Corey and Josh sit down to discuss the genesis of both of Josh’s businesses, and most importantly, to detail how specialized agencies can pass that coveted 7-figure mark through setting up systems for world-class delivery and recurring revenue.

Here’s what we cover in this episode:

- Josh’s founder journey and how he niched down to find growth.

- How to go from strategy to implementation when building your agency business.

- The benefits of verticalization, systematizing onboarding and delivery.

- Why recurring fees is the only way to go (if you ask Josh!)

Here are some actionable key takeaways for agency founders:

- The 3x cornerstones of agency success: Verticalization, unique offering, and pricing that allows for recurring revenue.

- Clients stay for world-class results, you have to have a process to do so repeatedly.

- Put systems in place so your business can run without you for ultimate freedom.

- Hire operations first so you can focus on innovation. Then account, then sales.

The resources mentioned in this episode are:

- Connect with Josh on LinkedIn Here
- Check out Seven-Figure Agency Here

👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.