written by
Harry Whelchel

How To Go From 0 to 20+ Demos Per Month Without Cold Emails Or Paid Ads—In 30 Days Or Less

26 min read

Harry Whelchel:

Alrighty, in this video, we're going to look at how to go from zero to 20-plus demos per month without cold email or paid ads in 30 days or less. Before we get into it, let's look at some proof so you know that I know what I'm talking about.

First off, my own business, ConvoPanda. When we started out, we were doing zero demos a month. Now we're doing about 20 demos a month. Took us about 30 days to get there.

We're bootstrapped, 20K MRR and climbing, and what's really great about where we're at is that we can predictably fill my calendar with appointments at will. I need to go get a demo, I need to go get a new client, I can make it happen with some predictable routine tasks.

Here are some examples on my calendar of demo after demo, meeting after meeting. These are with prospective clients looking to learn more about our services. Here are examples of some messages coming in from LinkedIn, our core prospecting channel.

You can see that these are with decision makers who are looking to learn more about our services or book time with me. This doesn't just work for my own business. It works for our clients, too.

So, here is Subbly. CEO is Stefan Pretty. They are a SaaS product for subscription box companies. When they started with us, they were doing zero demos a month. Now they're doing 18 demos a month.

Took us about 30 days to get there. They're bootstrapped, and what he had to say is that, "The ConvoPanda demo generation process is proven fast and works. I would absolutely hire them again."

Here is his calendar, demos back to back to back, week after week. He did all of his demos. He's doing all of his demos on Tuesdays, back to back to back meetings, and you can see here on LinkedIn messages coming in from his prospects.

These people are not... We're not having to pull teeth. We're not going to endlessly follow up. They are really, really intrigued. His message is resonating with them, and they are asking for time, asking to get on his calendar to learn more about what they do. Meeting after meeting.

Another client, Cherie Kloss, CEO of InstaStaff. When we started, they had no leads. Within less than two weeks we'd gotten her 59 leads, 31 of them who are qualified, and here's what she had to say. "We would absolutely work with ConvoPanda again. Now that we've seen one strategy work really well, we want to keep moving forward and adding more. Super happy with the work they've done."

Here are some messages coming in. These are from CEOs, decision makers, senior leaders at the companies that she wants to get in touch with. They're sharing their personal cellphone number, their personal email address, asking for time to speak with her about what she does.

Here's just an example of some of the companies that we've either booked meetings with or gotten as leads for our clients. So, it works across a number of industries, big companies, small companies, and that's really it. We've cracked the code. This isn't just one-off, a specific case. It's consistent again and again and again across our clients.

We have a recipe. We have a process. We have a system, a blueprint that's working again and again that we're applying consistently to get these good results for our clients. So, here are some of our clients we've been applying this process, this system with.

We work mostly with B2B SaaS companies. We have a couple of online product-type services as well. So, we believe so much in this process and this methodology that we are just going and getting every client, everybody that we're working with to apply this systematically and repeatedly in their business.

So, what I want to do now is just share a little bit about kind of the why and how we arrived at this and got there, and it came from basically this question that I was asking myself. Why do some SaaS companies start having predictable, inexorable growth while others sputter along like the living dead? Right.

How often do you see that, companies that are just, year after year after year, they're not growing fast, they're not changing, they're just continuing to grind and hustle and not see that growth? Why do some companies take on funding and grow faster while others will raise money and then they implode or it gets worse?

What separates the champions in SaaS from the clowns? That's the question that we're going to answer today.

Now, who is this training for? This training is for two different types of people. I've got a couple of just stock images of founders here to illustrate this.

We've got two types, one, SaaS founders with at least one happy client, a case study, somebody who will be a reference customer, and these founders who have that happy customer are looking to scale ASAP. They want to clone that customer into five, 10, a hundred new clients just like them.

The other person this is for, full-time SaaS founders who maybe don't have that proven case study yet, but they have engineering skills themselves, or they have access to engineering skills, and they are ready to put in a few months of really tenacious work to get some results.

So, if that's either of you, then stay tuned. Listen in. This is going to be really, really important for you.

So, here is the core concept.

The only way to drive predictable revenue in B2B is to, first, solve a specific problem for a specific group of people. Two, then you have to have an efficient and predictable lead generation source. Three, then you have to have a predictable and repeatable closing process that can scale, and the best way to do this in B2B SaaS is what's called an outbound prospecting inside sales funnel.

No one is teaching this stuff elsewhere. This is the only place that people are teaching this and getting really good, consistent results. So, that's what we're going to get into now, but before we get into that, let me give you a little bit more background on myself.

Not that it really matters, but I have a bachelor's degree from the University of Virginia in both economics and religious studies. I cut my teeth in industry working in direct response AdWords marketing for large e-commerce retailers like Bed Bath & Beyond. I was a marketing analyst.

Then I went and learned how to code, and I did full-stack software engineering for a venture-backed startup called SalesLoft. From there, I started my own SaaS company called Chirpy Hire, which I recently sold to another company called Kindly Ops.

From there, I've been the head of marketing at Consistent Cart. We went from $49,000 in MRR to $88,000 in MRR in less than six months, and now I'm currently running ConvoPanda and doing about $20,000 in MRR and climbing.

So, now let's get into the training.

Step one, you've got to get clear on your message. This is another word for what they call a lean startup, getting product market fit. We want to validate product market fit with as little waste as possible, and the way that you do this is you have to get obsessively focused on one person and one deeply painful problem.

That is so critical. So, do that first, and then you want to basically sell to them and sell some sort of offer before you build. Solving the painful problem for a customer, getting the case study is the first thing you want to be worried about, and so the first thing is making sure that you're really solving a painful problem, and you know you will be if you can sell it before you build, and then once you've sold it, you want to get the case study.

Nothing else matters until you've gotten proof of the results that you can deliver.

So, that experience, getting those steps done, it's not as hard as advertised. It's just that things get complicated, and people focus on the wrong things, so they do things in the wrong order. So, one thing that definitely complicates things, investors or too many partners in your business. These things will complicate things. You will spin your wheels or focus on the wrong things.

The number one thing you need to do with this space is just have focused violent execution on the right thing in the right time, and you will succeed. If you focus on the wrong things in the wrong order, it will be disastrous, and it will be very, very unlikely for you to be successful.

Now, you might be asking yourself, "Well, if I focus on just one person and one problem, man, my amazing idea, I can help all these people. Why am I going to prevent myself from helping all these people? The market's just going to be too small if I niche down."

Well, the truth is you want to start small with no competition, because you want to establish a beachhead that you can absolutely dominate. Lots of brands do this. A lot of things that are huge today started this way.

For example, PayPal with Peter Thiel and Elon Musk, they started out going after exclusively Ebay power sellers, people that were trading Beanie Babies back and forth on the web. They owned that niche, and then from there they went to all Ebay sellers, and then they went beyond that and beyond that, and now it's a huge brand that does a lot with all online commerce, but at the beginning they totally narrowed down their focus from a marketing and messaging perspective, even though they knew that down the road they had this big plan for this big, big business.

Another example is Facebook. Facebook started at Harvard. Within like 10 days, they had 60% of Harvard on the platform. Then from there, they went to a couple of more Ivy League schools. Then they went to all the schools on the East Coast, then the West Coast. Then they went to high school, and slowly grew out from there.

I guarantee, if they had just said, "You know what? This is going to be the largest social in the world. Let's open it up to everybody," right after Harvard, they would not have had the same growth trajectory and the speed and the velocity, because every step of the way the service felt like it was fit like a glove to that niche. So, they would expand from niche to niche to niche, growing in these concentric rings, making the service fit a larger and larger segment of the market over time.

Another example that's more relevant to us in more recent B2B SaaS, ConvertKit. They started out dominating in niches within blogging. So, actually, let me step back. ConvertKit is email marketing automation, super crowded space, tons of products, a lot of good ones out there. How did they get in?

They basically picked out bloggers as their target niche, and then within bloggers, they found sub-niches, so fitness, health, exercise, whatever it might be. They picked out sub-niches and they totally dominated those, got everybody talking, and they built an echo chamber about their product, and then they expanded from there and there and there.

So, why does this work? It works because your message now slices through the air, straightens spines and raises hairs. People are going to know, and it's going to be like, wow, this thing is designed exactly for me and my problem, and it allows you to conclusively properly target people and test your message and test if it's working.

If you're trying to market to all these people, you won't be able to run conclusive experiments if you don't have the bandwidth both in time and in financial resources to do that successfully.

You want to narrow things way down so you can run conclusive experiments, see if it's working, and if it is working, double down, pursue it further, pull, push on that gas, or if it's not working, iterate fast and keep going until it is working.

You don't want muddy data, because then you're just basically engaging in what I call spaghetti marketing. You're just throwing things at the wall to see what sticks, and by just blind luck, you might succeed.

Another thing you might be thinking to yourself as, well, that makes sense, but I don't feel comfortable selling before I build. Well, the truth is it's done all the time, and it's done by very, very, very good and leading SaaS companies.

So, here's just a couple of SaaS products that have done it. Proof, they pre-sold 40K of their product before it was finished. Videofruit pre-sold 25K of their product before it was finished. Leadpages pre-sold 40K of their product as well.

These are big, well known brands with awesome products, awesome teams. They realized that it was more important to get the message dialed in, get people excited, get interest before they doubled down and invested in building the product.

Just something totally outside the blue and outside of SaaS, Richard Branson has pre-sold over 650 people on space tickets to space, space tourism. That doesn't even exist yet. He's got the ships, the planes that they're working on, but no one's done the flight yet.

So, if Richard Branson can convince 650 multimillionaires and celebrities and all these people to buy tickets to go to space, you can convince someone to put down a deposit on a SaaS tool. So, that's step one.

Now let's get into step two, build a lead generation and demo-setting machine that's a function of cash. So, to predictably grow your B2B SaaS company, you need leads and demos crammed into your schedule.

To do this, you need to get traffic and turn that traffic into leads and demos, and so to get traffic, what we recommend is starting off with LinkedIn, outbound prospecting. This is a very, very effective channel today in this market, and if you're going after B2B, most people, I would say everybody is basically on LinkedIn.

So, the first step is you've got to use an optimized LinkedIn profile, plus a middle-of-the-funnel asset, or a MoFu lead magnet asset to convert traffic into leads and demos.

So, for this middle-of-the-funnel asset, you want it to be like a thesis asset. It's going to explain the problem, why your business exists, what problem you're solving, and educate the buyer on how that works.

Now, it can be a text-based asset, but we also highly, highly, highly recommend a video asset for this mid-funnel asset. It's called a video sales letter. So, once you've got that video sales letter, you've got your funnel in place, the more outreaches you make, the more demos you will book predictably. That is the key, setting this up.

So, it takes you about one to two weeks to build a funnel, and it takes about one to two weeks to write top-of-funnel content. It takes one week to optimize your social media profiles and write the messaging sequence, and here's the thing.

The founder must do the copywriting in the first sales. This is not something you can outsource. An agency won't understand the person, the problem or the solution well enough to validate your funnel.

So, at this phase, the success is dependent on the speed at which you move through this loop. So, you don't want to hire marketers. You don't want to hire salespeople yet. You just want to focus exclusively on validating the message in the offer. Nothing else matters.

So, just let me show you an example of what this looks like. Here is my website. I've got my homepage here, and then I've got this opt-in, get free training. If you come here, click on this, it's going to ask for a couple of details, and my prospects will trade their email, and they will get access to a training.

So, once they fill that in, they get access to this here, and they can see this asset, which educates them on our offering and how things work, and if they like what they see, they can click this button, and then they go, and they book a call with me.

So, you need this type of funnel design and build for your business, and then on LinkedIn, you want to optimize your LinkedIn profile. You want to make it really, really enticing. Instead of an online resume, it is a landing page for your business. You want to have this just dialed in.

That's what we want here, and then with that in place, you're going to get demos at will. So, here are some things you might be thinking yourself. Well, okay. It kind of makes sense, but really, I can just hire a marketer or an agency to do this.

Well, here's the thing. If a marketer is good enough to do this work, and they understand your market well enough to write truly high-converting, compelling copy that resonates with them, they would not be your employee. They would be your competitor.

We're not talking about writing a little blog post. We're talking about your foundational copy, foundational assets, the thesis behind your business that you're going to then clone and spread and kind of disseminate into all the other marketing messages and assets that you use going forward.

So, it just doesn't make logical sense to be able to outsource the fundamental thesis, what person you're helping, what problem you're solving, and how you're solving it. You just can't outsource that component of the copy to an agency or to a marketer.

Now, you might be thinking to yourself, well, I just don't have time for marketing. I just want to be either... If I'm technical, I just want to be building product, product, product, or I just want to be doing operations. I want to be doing what I'm good at. I want somebody else to do this for me.

You might be thinking to yourself, I know what we need to do. I know and what we need to build. If I just build this one more feature, customers will knock down our door, and I won't have to do any of this marketing.

Well, here's the truth. The truth is you need to validate that there is a thirsty market, and it's too, too common that this is not done. The worst thing that you can do is build something that people don't want, but just think that people do.

So, people, these founders, technical founders will spend three months, six months, 12 months just squirreled away, working, working, working without getting feedback.

They're basically on Pluto, so you don't want to be on Pluto. You don't want to not have empirical data that people are excited and willing to put down money for what you're doing.

The customer will tell you the truth with their deposit or credit card. If they can't give you a deposit or a credit card, you are not solving a meaningful enough problem for them.

The customer will tell you exactly what they want in the solution, and it's going to leave all the guesswork out of the initial product or solution development. That's why we do it this way.

So that's step two, get the lead generation machine working. If we cannot get that, then you don't have a thirsty market. Things are not working. You need to go back and re-hypothesize the foundational copy of your business.

Step three, develop a killer conversion mechanism that can scale. So, we've gotten to this point. We're getting demos predictably on our calendar at will. What do we do next? Once you are able to generate demos using outbound prospecting, you need to be able to turn these leads into customers, or in other words, you've got to close the deal.

So, to do this, we use something called inside sales or selling over the phone. So, the key to a great close rate doing inside sales, about 20% to 30%, and this is the key, even if you've never done sales before, it's systemizing everything.

So, you have to leverage an amazing sales script and a sales process. You don't want to leave anything to chance, anything to randomness. Everything is planned.

So, you might be saying yourself, "Oh, I'm an engineer, or I am whatever I do," whatever background, the way you got into business, like, "I'm a designer. I am," whatever it might be. "I just can't sell. Selling is not me."

The truth is I'm an engineer, and I learned sales. Sales is like anything else. It's just a skill that can be learned. It can be picked up with practice. So, you can learn this, too. The thing is, the best B2B SaaS salespeople are not what you're probably thinking of, these stereotypical used car salespeople.

They are trusted advisors and counselors to their professional community. They have deep technical and industry expertise. So, when engineers generally learn this truth, and they learn the mechanics of sales, they make some of the best salespeople because they have so much domain knowledge.

They're a subject matter expert more than anybody who is nontechnical could ever be. So, it's an amazing, amazing skill. If you've got both of these things, your absolutely killer in this role.

So, sales is a task that we studied, systemized and mastered, and I will teach you how to be a master salesperson. That is a given. So, you might be saying to yourself, though, "Well, I don't want to sell. Can't I just hire a sales person right away to do this for me?"

Well, the truth is the founder needs to sell at least the first five to 10 deals. They need to do the early wizard work, tweaking features, offer, pricing, everything on the fly, and they need to just get those things done, because when you hire that early salesperson, they need to see what excellence looks like.

They need to see what the opportunity is for them to make money. You need to show them the potential of the opportunity. So, if you don't have that proof, it's going to be very hard to find and hire legitimate good salespeople that will work hard and be fired up about growing your business.

So, if you don't have that proof of what a first sales hire can make it your company, you won't be able to attract the unique salesperson you need at this stage, and outsourcing this from day one will lead to wasted time, money and energy.

So, you just have to learn this. You need to learn sales so that you can do it, so you can see that it's working, and you can either decide to keep doing it if you want to, or you can delegate it after the fact. So, let's just summarize where we're at.

Do you see if you can get laser-focused on solving one problem for one specific group of people, and then predictably generate demos with outbound prospecting and inside sales, and then convert those demos into customers with a high-converting, systemized sales process? You're going to quickly and efficiently grow your SaaS business.

It's a logical methodology and system here. That's what we've gone through so far. So, where do most founders struggle with this process? A number of different areas.

First and foremost, writing copy that converts. Copywriting is a very unique skill. It's not something that everyone has right out the gate, and so that is a big area for struggle and improvement.

Building a sales and marketing funnel that converts. So, not just having this flat website, but this website with depth that understands how buyers like to buy, how they move and build a relationship with a brand, and building out that funnel so that people will convert and take the actions you want them to do. Doing marketing and sales initiatives in the right order.

Too often, you have people that are going out, they're buying swag, they're making swag, they're making stickers, they're going to get PR releases, and they're doing all this stuff, and it's like, if you really pause to think about it, if it's not generating revenue, it doesn't really matter right out the gate.

So, doing things in the wrong order, you got to make sure that you're focusing. Turning cold strangers into qualified leads, so just prospecting, how do you go out and market, go to somebody who has no idea who you are, does not know you from Adam, and get them to want to spend 30, 45 minutes, an hour with you on the phone.

Creating a repeatable mechanism to close these qualified leads, doing the sales process, remaining accountable to oneself and those who depend on you. There's a lot of accountability that's involved in doing this stuff well. Being distracted and overwhelmed by tools and trends.

We're always being bombarded with all these different new gadgets, gizmos, widgets, tools, and it's like, which ones do I listen to? Which ones do I ignore? How do I stay focused and make sure that I'm not missing anything? Then the discipline of focus, just again, cutting out all the noise, all the chatter, and just focusing and executing violently on what you need to do.

So, you can do this yourself, but if you do, it's going to take a long time. It's really hard. It's expensive. It's stressful. It's confusing. It's lonely, and it will set you up for failure or just a lot of grief, heartache and just waste.

It's not needed. You don't need to go through all of that. So, that's why I invented this thing. Our service is called ConvoPanda Chat Prospecting, and there's a couple of components.

First off, we have breakthrough SaaS, which is high-touch coaching and advisory. So, with this, we will teach you all the copywriting, the marketing, the sales skills you need to 10X your B2B SaaS or high-ticket service business.

Then we also will do done-for-you outbound prospecting via LinkedIn. So, we will take over your LinkedIn profile. We will create a messaging sequence.

We will help you with the targeting, and we will basically do up to a hundred personalized connection requests a day to your target market, and we will follow up with them, and we will do all of that legwork to get the demos on your calendar so you can do the really strategic work of doing the sales calls.

We're going to partner with you in getting clear on your message, and then once we've done that, with the LinkedIn lead gen, we will take care of getting you leads and demos crammed into your calendar.

So, again, this is for SaaS founders with at least one happy client or a case study. They've got a reference customer. That is our sweet spot in helping these people scale really, really fast.

The other type of person this is for is full-time SaaS founders who don't have a proven case study yet, but they got engineering skills, they've got engineering resources available, and they are ready to put in some really good work for the next few months.

This process, this blueprint that we had been using that I showed here, we've been using this with a bunch of companies, and we're getting consistent results across a ton of different verticals, industries, niches.

We've cracked the code. We've got it working for my business, ConvoPanda. We've got it for Subbly subscription box service companies. We've got InstaStaff, which is staffing software for healthcare industry. It's all over the map.

So, again, this is ConvoPanda Chat Prospecting. If you've been with me this long, this is obviously resonating with you, and I think you know this is go time. It's time to get serious and grow your business.

This is the missing piece to finally building the SaaS business you've been working toward.

So, let's go ahead and book a call, and let's get to work. We only have bandwidth to onboard five clients a month right now, so if this is something that even just interests you slightly, go ahead and book a call.

Let's get on the phone together.

I can't wait to speak with you, learn more about your business, and let's get you guys some demos, and let's get you some customers, and let's get you the growth that you deserve.

Thanks, and we will talk to you soon.