Bridge the Profitability Gap · GoHighLevel w/ Robb Bailey

Bridge the Profitability Gap

Showing up and sharing more

Following up on the post I made last week and my LevelUp session, I want to dig deeper into the framework that's let me maintain 80% profit margins -- while outselling folks who are naturally better salespeople than me.

As I always say, it all and only comes down to one thing:

PROFITABILITY IS THE ONLY THING BEING SOLD.

That's it. That's the whole game (I'm serious -- it's all in CAPS).

But here's the paradox every SaaSpreneur faces:

1) Someone needs to know GoHighLevel's technical features well enough to deliver results.

2) If you lead with technical terms and feature dumps, you'll kill the deal before it starts.

So how do you bridge that gap?

Get Them Talking (Like, Really Talking)

Your prospect should be doing 70-80% of the talking. Not about what features they think they need—about their actual reality.

You need them to talk about four things:

a) Who their market is

b) The challenges they have serving that market

c) The barriers preventing them from overcoming those challenges

d) What they've already tried to fix it

Secret weapon: The Five Whys Technique.

When something strikes you as worth investigating, just ask "Why?" five times...keep going, though. Don't let a rabbit hole go unexplored.

This is why: Most business owners haven't/aren't trained to investigate like this themselves. Frankly, most (and this includes us) aren't willing. If you walk in and ask "what's your biggest problem?" or "Why did you schedule this call today," they're going tell you whatever bothered them most that morning.

That's not really helpful to anyone.

Your job is to dig deeper. Get them to brain dump. Let them complain. That's actually wonderful—because while they're scattered, you're bringing the discipline they lack.

Solve the BIG Problem (Not All 20 of the Small Ones)

During your discovery, they'll list 20 things they're upset about. Let them.

Because here's what most people miss:

Time to solve a small problem = Time to solve a big problem. When you solve the root cause (aka THE big problem), you eliminate multiple downstream problems at once.

"I can't make sales" + "My staff doesn't do the work right" + "I work too much" + "I don't have enough cash" = These all stem from ONE big problem.

Your discovery process isn't just about understanding their business—it's about understanding it well enough to identify that root cause. When you can show them the logical chain from that root cause to all their pain points, you've just positioned yourself as the person who actually gets it.

Sell Profits IMMEDIATELY

This is where you give them injections—immediate actions they can take right now with zero barriers to implementation.

Don't wait until they sign to provide value. Show them the logical cause-and-effect: "If you do these things, you should see performance improvement immediately."

Why does this work? Because you've given them an understanding of their own business that they already had but it was all a jumbled mess.

This is real value...and value that a lot of folks cannot compete against. It's important to recognize that in this community alone that are 100k plus. Let's say that even just 5% of us are all out there selling under our own white label - that's a lot of competition. Not to mention other platforms - like those that rhyme with "Prick Tunnels" - are trying to do the same.

You've shown them you understand better than anyone how to make money - which is the only goal that actually matters in business.

And here's the kicker: If they're serious about being profitable, they'll take your injections and make money right now. Then they likely have a whole lot more money to pay you than they might have had before.

(Remember the question from my session about qualifying clients on ability to pay? This is the answer. We don't qualify on cash in the bank—we qualify on seriousness about profit.)

"But Isn't That Risky?"

Last week, someone commented that guaranteeing profitability is risky—that you'd need to prepare for lawsuits, and that you should "never trust non-guaranteed potential future cash flow to sustain your own profit margins."

In my mind, the real risk is trusting non-guaranteed potential sales. You can build systems to protect yourself -- and you absolutely should. And this is actually a much better way to do it.

When you build in the expectation that you get paid upfront no matter what, you're relying on non-guaranteed potential sales for YOUR business. You're betting on closing deals based on... what exactly? Features? Hope?

Sure, there are legitimate concerns. "What if they don't handle their money right?" "What if they don't pay?" These are real, and you can absolutely build in conditions to protect yourself. Think through the unintended consequences and create safeguards.

But here's what people miss: If they don't understand how to make money with what you offer, it doesn't matter how much you collect upfront. They will never give you the opportunity to collect that money in the first place.

Don't Latch Onto a Specific Feature

Look, GoHighLevel has incredible capabilities. We all know this. But here's the truth nobody wants to hear: Nobody cares that you know the technical details.

Nobody will buy from you because you walked in and said, "I know how to code this feature better than anyone."

They'll lean in when you say: "I have a system that can make you a lot of money. But first, I need to understand if your business can actually profit from it. Can I ask you some questions?"

Building a profitable SaaS business is hard. It shouldn't be complex, too.

Create a simple investigative discovery process focused entirely on their profitability. That first step makes the next steps work. You need to get them to explain their market, their day to day struggles, their barriers, and what they've tried to do to fix it.

They won't understand what they're doing when you're asking questions - you don't need clients/prospects to understand that. You just need them to talk. As an investigator, it's your job to be disciplined to find the nugget -- the root cause -- that explains the whole path forward.

Thanks for letting me share, folks! Let's make it rain!

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