Hey guys, welcome back to the game. We talk about making that sweet cheddar and taking it home

with the bacon and making that bread, taking home the lettuce, which by the way, now sounds like

a delicious sandwich. But today I want to talk about something that is very serious, unlike

sandwiches, that will make you money, which is a through line. So when we buy businesses,

one of the easiest uplifts that we can create is following the

click journey, which is following the path from prospect to customer. And as crazy as this sounds,

you probably haven't done yours in six months or more. And the crazy thing is, is that you've

changed like three or four things in that process during that time period, but you haven't looked at how different it is for the prospect.

And although you may have improved some things, you're still leaving money on the table.

The big word for this is congruence. And so you can almost always, I don't even say almost always.

I'm going to say, I'm going to be bold. I'm going to be bold. You can always increase how much one you make by making everything from the beginning to the end congruent.

One of the issues with businesses is that you have handoffs between departments, handoffs between employees,

handoffs between platforms and technology. And so there's many transition points for a prospect to

become a customer and even a customer to become a repeat purchaser. With these handoff points,

the worst version of this is that there is no handoff and the person just falls through the cracks.

This is, you know, level zero or below zero. And this is where, honestly, I would say the vast

majority of people are. How many times you call a business or email them and they just never email you back?

You're like, well, that sucked.

And that business owner's like, man, I think,

I think my market's too small.

It's like, do you don't even, you don't respond to leads?

All right.

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