Should I bundle a third party lead service into my offer, or build it around results I control?

Votel recommends building your offer on what is within your control. Do not put yourself in a position where your pay, or whether the client likes your service, depends on someone else, for example sending a lead to the business and hoping they call it quickly and close it. A third party lead service also makes more work for you.

Offer results that come from your own system instead: leads from Visitor ID on the client's website, missed calls answered by the AI, and social media. If the client has no 24 hour answering service, put the AI on their phone to answer calls and you generate more leads. If you do want to bundle a third party service, you can embed it in the sidebar as a custom link.

Guarantees work well once you know your real numbers, for example how many calls the AI answers after hours. You can then guarantee a certain amount of business, engagement or number of leads. A performance based pricing table also helps with cash flow, for example rewards at milestones such as $20,000, $50,000 and $100,000 in business generated, with a bigger reward at the top if you are confident.