Selling Clarity
How First Water Turned Confusion into a 25% Lead Surge
Where We Started
Ben had built deep financial expertise, but without a clear offer, the business couldn’t grow beyond him.
Symptoms:
- Every lead and deal depended on the founder’s personal involvement
- No one could clearly explain what First Water actually sold
- Services were abstract and scattered. Nothing was packaged or repeatable
- Ad spend was high, but ROI was low due to lack of clarity
Without a defined offer or entry point, Ben was stuck doing all the hunting, pitching, and closing himself. Prospects were confused, partners couldn’t refer confidently, and First Water was burning time and money without consistent results.
Get at the core of what makes your business uniquely great
The Thriveside framework offers a well thought out model, approachable for anybody, to define and refine your offering set and align it cleanly with your target market. Regardless of industry, sector, or business model, Nick and team can unpack it quickly, bringing ideas (no filter) and challenges (calling you out) to get at the core of what makes your business uniquely great.
What We Did
FBF helped First Water clarify, package, and reposition their expertise into something scalable, sellable, and crystal clear to buyers.
1. Uncovered What They Were Really Selling
We started by mapping everything Ben and his team could do and then trimmed it down to what delivered the most value and was easiest to sell. Instead of leading with vague financial strategy, we reframed the work into clear, actionable deliverables.
2. Built a Clear Engagement Catalog
We created a catalog of services with well-defined outcomes, so prospects could immediately understand what they’d get and why it mattered. This shifted First Water from custom consulting to a productized services model.
3. Created a “Door-Kicker” Offer
To replace their $150K+ baseline engagements, we designed a 21-Day Roadmapping Offer priced at $7,500 as a powerful, low-friction entry point that gave prospects meaningful value upfront and opened the door to larger deals.
4. Designed Collateral That Sells Itself
We built one-pagers and pitch assets designed specifically for CFOs and referral partners, making it easy for someone other than Ben to sell the work. The new materials clearly laid out what First Water does, who it's for, and what outcomes it delivers.
5. Rebuilt Their Go-to-Market Strategy
We overhauled the GTM path to prioritize clarity, messaging consistency, and sales handoff. Instead of guesswork, First Water had a clear system for qualifying, engaging, and converting leads.
What Changed
Ben didn’t just need more leads. He needed a way for leads to say yes without him in the room. We helped him productize his expertise, build a pitch-ready offer, and shift from founder-dependent selling to a clear system anyone could run.
Outcomes in 60–90 Days
- Launched a $7.5K entry offer that clients were eager to buy
- Transformed vague consulting into packaged, pitchable products
- Empowered team members and partners to explain the offer confidently
- Positioned First Water for a clean move into systemized sales
Clarity drove results fast. First Water saw a 25% lift in qualified leads even after cutting 75% of their outbound spend.
