Proposals that close themselves [Annual lawn & landscape influencer online summit preview]

Posted by SimpleGrowth on Tuesday, April 9, 2019

Hey Mike. Absolutely stoked. Got a huge event coming up here in April. The annual lawn and landscape influence influencers online summit. I’m just about to drop a knowledge bomb on everybody in the lawn care industry and landscape industry, so I’m ranted. Harris, Blake Albertson. You’d probably heard of him as well. I’ll have put together an amazing event, probably 10 or 12 speakers over about a month or a week we could have period. We’re going to be going out live and presenting, so in preparation that I wanted to give you a quick talk and proposals, it closed themselves. Just a quick teaser of some of this stuff we’re going to get into in the live video, in training all free annual lawn and landscape influencer online summit, our first annual. So without any further ado, we’re going to dive into this and get some knowledge out here to help close proposals this upcoming season.

This is a live event here right now, just as I’m doing this previous, if you have any comments or questions drop below in the Facebook feed as well, but a quick lineup, we’ve got to Blake Albertson. Sean, Adam, John Perry, Brandon Harris, got hands amongst some other guys on myself. Mario, Bill, Brian, so got a huge line of people coming out. Just want to give you a quick preview of what’s going on here coming up. Brandon and Blake are to be announced in the times, but we have just an absolute killer lineup here coming up. So kind of try to pay it forward. I’m going to break out how to create proposals that close themselves. So here we go. First thing we’re looking at here is basically a a sales pipeline. So off to the left as we narrow this out here so you can get a better look at it off to the left here and you can, if you can see my cursor, we’ve got Facebook texting the office, someone actually calling your office or someone hitting your website.

These are all the different ways that people can actually contact your office for an estimate. And across the top I’ve got Facebook messenger. So as we call across the entire top, somebody hits Facebook messenger, we can use a thing called a chat bot. And a Chat Bot is basically an automated way to send and receive Facebook messages and we can drive them through an automated sales pipeline. In my Lawn Care Company, we’ve actually created a mini chat. Autobots actually do automated a pricing for lawn mowing and fertilization and basically here this sales process is based on lifecycle marketing. So all the other things are running through that blue sales funnel we’ve got here and they’re going in and requesting an estimate. The next step along the way as we’re going to send out a thing called a lead letter, these are the five or six reasons why our business is different and why people would want to do business with us before the estimate.

We recommend going in and creating pre estimate education. So this is going to run along our traditional automated route or across the top route of Facebook messenger. But this is going to educate the consumer how to do the service themselves as a professional. Yes, I said we’re going to educate the consumer how to do it themselves as a professional. So the whole goal here is to create a higher perceived value. To your service, you can charge a higher price. And what overcome any of those sales are price objections on. That’s huge. You know, obviously a lot of people are concerned, why would we ever teach our potential consumer how to do the service themselves? Well, I’m here to tell you there’s this thing called Google. People will go on there and look how to do it. So why wouldn’t you want to be the expert that comes up first.

It shows them how to do it and then when they’re ready to make that buying decision, you’ve already proved yourself as an expert and justified your price. Next thing across the line here is our estimate is submitted. So we email it out or we have a hard copy estimate that goes out to the consumer. Following step is we go into our 20 days to close process. So this is an automated estimate process that I recommend people end up building out. But it’s going to go across multiple communication channels. So we’re going to go through phones via text, automated emails to text messaging and emails are obviously automated and we actually pick up the phone and call usually day one and day three after each asking it. So what we’ve done is really converted and automated process through Facebook messenger through many chat. So we’ve automated the lead letter, the pressmen education, it’s submitting the estimate right through the Facebook messenger platform.

And then we’re driving in through automated estimate followups. We’re going to follow up for 20 days and believe it or not, we find a spike in sales between seven and 10 days at 18 and 20 days. So if you’re not following up at least five or more times, you’re actually losing 80% of the sales, statistically five or more followups to actually close 80% of the sales. We take the back end processing, we go into the customer’s signing up, we’ve got a welcome and wow a series. So once he asked me, it’s one, we sent out a welcome letter, we go out and for me it then what to expect and potentially get a credit card on file. And then we offset one time services. So if it’s a onetime, let’s say a spring cleanup, we’re going to go out upsell our reoccurring lawnmower, your fertilization, and raise that client lifetime value.

Conversely, if we didn’t win the estimate, we’d scroll down and create something that we call long term nurture and reactivation for a loss as to, so you’re a time way. We’re going to go out and send out videos and different types of copy to educate the consumer even more how to do the services we offer it. And then hopefully when they’re ready to make that buying decision, they go out and pick up the phone and request an estimate hit our website. Only other thing we didn’t focus on here is on the bottom left a lead magnet. So what happens when you’re driving traffic to your website and they’re not ready to commit and request ness and off the website. So we recommend building out this thing called a lead magnet and it’s giving away a white paper or a free video series, how to do something that the consumer may be interested in.

So in exchange for their first name, last name and email, we give away something of content that’s going to get that into our long term nurture. We build a relationship and then eventually we’re going to go out and be there and be ready when they’re ready to make that purchasing decision. So most people would think this is the ideal customer lifecycle, but what is missing here? So I’ve given similar talk based on that program and it was either three 30 or 40 people in the room, or three to 400 people in the room. I haven’t had a single person yet actually. Tell me what is missing in this chart? So we’ve got our lead source acquisition, we’ve got our Facebook messenger, which is automated. We’ve got our sales on her, we’re driving them through a set sales process. Once they become a customer, we welcome in wild.

And if we lose the ICIC, reactivate them, and we’ve got a lead magnet. So even if they’re hit the website and I’m ready not ready to buy, we’ve captured their information. So as we look at this, you’re probably wondering what could possibly be missing. This seems absolutely the ideal scenario. Well, the one thing that is missing here is organic and paid content. So this is where we need to be going in in a rules of engagement have changed. People are no longer looking to be sold. People are going out online and doing our research and becoming armed with all the information they need before they actually make the buying decision. According to Marcus Sheridan and his book, they ask her, you asked, they ask you answer. Marcus gives us status. 70% of all buying decisions are made before the consumer ever talks to your business. So it’s more than ever being important that we need to go out and post organic content and then double down on the page strategy.

So the areas that we look at to probably doubled down on this organic amp content strategy is going to be Facebook, Facebook messenger, through a Bot, like many chat, Instagram, linkedin, youtube, and a website with a blog roll. So not only is it important now to have a sales funnel set up, but we really need to get ahead of the sales funnel and go out organically and build content. The consumer through different content is when you come to know, like, and trust you, we’re going to build that relevancy. We’re going to create a higher perceived value in. If we’re doing it right through a nonsales approach, we’re going to overcome any of those sales and price objections. So by the time the consumer gets to you, it’s not about price, it’s more about where do I sign? How do I get you on my property to perform that weekly lawn mowing fertilization or whatever those services are the new approach to selling.

There are certain things we want to take a look at. What is my potential customers thinking? What a searching for, what are they asking for? What are they feeling? And even important, what are they fearing? So let’s be honest, there are some, some preconceived notions about contractors and the way we operate, or at least the way some of us operate. So we want to be able to go in and address some of those fear based things. Because let’s face it, most consumers don’t trust themselves to hire a contractor. And if they do trust themselves enough to hire a contractor, they sure most of the time do not trust them or trust us as a contractor. So we need to go on proactively overcome any of these objections and build relevancy with a potential consumer. So the way we can do this is become the go to expert.

Are you willing to answer the good, the bad, and the ugly and the questions that well, most contractors just don’t want to answer. And there’s going to be a specific approach to the way we can do this. So it’s going to basically create this competitive advantage by answering and addressing these questions and concerns are going to have more insights. The consumers’ buying habits. So basically what are they looking for when they’re buying? What are the things are they searching for? Where’s the market going? So just like Wayne Gretzky, he was going where the puck was going to be, not with a pocket. So if you’re talking, you can shoot her as asked, asking these, answering these questions. Maybe it’s robotic mowers, maybe it’s organic fertilizers, who knows? You don’t know. And you start having these conversations and start answering these questions.

And basically this is going to hopefully give you that roadmap where you need to evolve your business to be in, in hopefully be with those customers are going to be in the future. So these are the things that we need to really look at. You’re probably wondering, well, this all sounds great, but how do I actually get into doing so there’s three steps of intimate implementation. And the first thing I would really recommend is pause the video. Take a quick mind, dumb in, write down the first 50 or 180 150 things that people ask you and the most obvious things that you would think that people ask you far as like maybe the proper Moline height for time of year, or how much should I water my lawn after it’s fertilize? These questions are obvious to us as professionals, but they’re really not obvious to the consumer. So what we really want to do is be able to go out and answer these questions through content marketing. So the first three steps in rotation wants me to build that out is digital marketing.

And basically how your sales process is going to change. So you’re no longer going to be selling, but you’re going to be educating. And then once we get to the actual estimate, the sales process is pretty much going to be done. You’ve overcome him and basically closed the sale live. So by educating, we’re no longer that you sleazy car salesman, we’re going to go out and create perceived value through reciprocity. When they come back, we’re going to close the sale and hopefully if we’ve done the process right, we’ve overcome any real sales and pricing Jackson, he’s created a higher perceived value in. Third step is I’m going to show you how you can execute this this year in your business. So step one is content marketing. You know, what does your ideal client why just talked about? And you want to brainstorm the first a hundred 150 questions that people ask your office.

You on a daily basis. The key is you want to state the question as a consumer would ask them not as a professional. So a big thing that happened in my life a few months ago is our hot water heater broke and I went in and Google how, why wouldn’t a pilot light on a draw hot water heat your stay lit once you’re a professional HPAC or hot water heaters. We answered that or state that differently. But my question was, well why wouldn’t the pilot lights stay lit? So you want to state these questions as the consumers asking that in professional terms or jargon and the question itself will be calm. The content title and the actual content itself. Next step is we need to actually answer these questions and give real value. So back to the water heater example. I searched the locally for that and it was actually a gentleman locally, believe it or not, who gave me a shopping list for all the parts I need to fix this water heater from Lowe’s and home depot.

And then he actually gave me a video how to actually repair the hot water heater myself. And if anybody knows me, I’m really not real handy with that type of thing. So there was no way I was going to go out and hire somebody to actually do that. But the problem, the problem was is I didn’t know what I needed to know before I saw those videos. Well he actually took that problem and spun it into a positive. So now I knew this guy knew exactly what he needed, he knew exactly how to fix it and he was able to explain to me in very layman’s terms how to do it myself if I needed to. So at this point I literally called the gentleman price. Wasn’t an APP even an issue at this point? Well, I was just reasonable. I knew I liked and trusted this Jen and before I even met him through the video and the content he gave.

So in our lawn care company we can take that same kind of idea and a fertilizing example would go out and maybe talk about different types of spreaders, why it’s a drop spreader, rotary spreading or what the three numbers on the fertilizing bag need. So we need to go in and develop a process to capture the questions state the question in our title in answered specifically and give value in no sales pitch. And once again the things aren’t really obvious to us, are not obvious to the consumer. So we need to put it in just general terms as the consumer would be asking us. Step two in this new style, his approach is going out and actually making videos. So I talked about it in the upper left hand corner here, questions that we get asked. So these are the questions that I answered from our office and what kind of spread or should I use.

So we had a drop spreader in a rotary spreader. Lilly went to Lowe’s or home depot, pull them off the shelf and explained it. We also went in and talked about the three numbers on the fertilizing bag and then the video off to the right here we talked about pre emerging crab grass control. When is the best time to apply it and how does it work? Those are questions that we get asked a lot on the far right here. How to protect yourself as a consumer. These are fear based things. So the video right here, believe it, I’m the leader and on the left cause I was out doing estimates in the spring and somebody had gone through a previous contractor in mulch around this giant landscape bed. There’s a pile of snow so there should mulched around the landscape as well. Obviously it’s a huge issue there cause when that snow melts is going to be a big area, that bed that wasn’t involved.

So you know, we can probably sympathize with the gentleman or lady that did this. They were probably just trying to keep going to spring and keep payroll going and generate some revenue. But I use this as an a basically a way to address consumers, feels, fears and I talk about the questions you need to ask before hiring a lawn care professional. And that was a content piece that really resonated with consumers. The one to the right of that aren’t as you can see him walking out of her popular burger joint in town and a slip and fall lawsuits are you at risk? So this was built for property managers of a commercial places at hired snow removal experts. So I talked about slip and fall and where to stack in place. Snow from melting refreshed. I addressed the fact that they had actually, if you could see behind my shoulder here, they’d actually put a sewer grate literally in front of the doors.

Every time the snow melted and froze everything went back in and cause a slip and fall. Basically issue reliability for it. So I talked about when you’re going out to hire us filled pop contractor, how to avoid slip and fall lawsuits. And if you own a property, if you’re putting in sewer grades or drainage greets, these are the things you need to look at. So that was a content piece they said was really just educating, providing value to property managers around slip and fall lawsuits and mitigation of it. Next thing here is on the lap of the good, the bad and well just the nuts. There’s somewhat ugly. I’m the left turn. We had a commercial residential snow update. We had dropped the transmission in one of the trucks, so I literally got on live on Facebook and talked about, hey, we went down a truck, went down, who we’ve hired some subcontractors, tobacco’s up scheduled maybe a half hour to 45 minutes behind. This is what we’re addressing. So we’re being upfront and honest and addressing the good and the not so good by answering questions before they’re even asked

on the other one. Here is a quick verse to snow. So all while the consumers were in bed sleeping, we were out working this and we had another burst of snow thereafter. So we’re just letting him know we had salt trucks out and proactively we’re on the road, but if you just got out of bed, you would’ve never known that things are clear up to about 20 minutes ago. So we wanted to be honest and address these things through education. And then the final thing talking about education here is educational content. So the first one is a video that we created in the video was the video you need to show your current lawn care contractor. So we use one of our internal training videos and repurposed it. How to not a tear the lineup when spinning with the zero turn mower and the proper training that we take.

We take in house and make sure the grass isn’t getting blown in the beds and the different processes and procedures. So what we did is we took some of her internal training and need content videos out of this to create a higher perceived value and let them know that we weren’t somebody just driving around with a broke up, wrote down pickup truck with no insurance, that what we provided had meaningful value and it was worth the extra money that we charge. The video to the right of that is step by step directions, how to actually prune your shrubs.

So this one was actually made an educational content for a shrub pruning services, but then we were able to take that video, repurpose it into training for our employees. So not only is the educational content great for consumers, but a lot of it can be repurposed for internal training, whether it’s for education of what to do or what not to do, or educational training actually train your field staff or office staff. Step two continued is why not free yourself and locally as an expert or an international or national expert. So one of the things that we did is we went out to the new stations and made some relationships with them to offer to do B roll. Basically, this is the before the shot video content. So we would go out and they’re always looking for this video. So we became pretty good friends with the people, the new station, you’re just providing free a footage of our equipment and our guys and girls were working on, eventually they came to us and started asking us to new news pieces.

So this was one here on the left and that they asked me to, how are we dealing with labor shortage in the industry. So every time we did this, we never really mentioned our companies. They asked us, it was purely educational, how to educate and what was going on in the industry. Well eventually even this shot here, they asked me to put my sales car in the back of the shot because they were thankful for all the free content and value that we gave them. So we talked about one of the not positive things right now of when it wasn’t snowing off all the labor or a lot of labor was leading the snow removal industry and going somewhere else. We talked about how we dealt with the labor shortage and how the consumer it can be comfortable with it and if they’re going out to a higher professional things they should ask about that company, how they handle and labor and labor shortage.

A second one here on the right, his lawn and landscape magazine as fortunate to start a column called Callahan’s corner and it was to help contractors like you and I learn the different facets of business. And this article was actually about using Facebook messenger and chat bots or automated pricing. But what I did is took that knowledge from the magazine and the credibility of the national magazine and repurpose that content to our potential clients and clients to reinforce our branding and our value in education and what was going on with our business. So we’re doing organic content either on Facebook, Instagram, or Twitter is the main big ones in youtube. We’re repurposing it on our websites and now we’re hopefully going out and working with local news stations or radio stations and potentially maybe a local or national newspaper or magazine writing. It’s an occasional content to continue to boost that relevancy.

Step three is how do we execute this? So where do we post it while we hit on a few of the places already, Facebook, hopefully we have a business page for the company, neighborhood groups or private. I’d be really cautious of the neighborhood. Local groups there are really, really strong and powerful thing, but we don’t want to go in there and spam them or sell anything. We want to go in and just provide education and potential. Maybe start up your own local group that you manage so you have some control over that. But the same thing there is you’re going to want to provide value and education and that every once in a while you can drop is Gary Vee. He calls it the Jab, Jab, right hook. That right hook is potentially a little pitch for the south, but main point here is your branding awareness in education.

So when they’re ready to buy, they go choose a professional. Next step is going to be your Instagram, Twitter, youtube, and linkedin. Yeah, linkedin actually is pretty good right now. Ford commercial clients. So if you’re going after a commercial rent or property managers, you can go out and do paid advertising and networking off based on the person’s job title. So this is more of a focus thing, but we’ve seen a lot of companies having great success with Lindsey and going after commercial property managers and your website. So she makers kid, we’re still working on this. The best practice is having a blog with transcripts are using a service, something like red where you can go in and

okay

give them a video and for about a dollar a minute they will transcribe it. So you’ve got a video with the transcription underneath it for social relevancy or Seo, relevancy and searching.

So lead acquisition and asked him a request and now that we’ve actually got them on into this sales phone, that blue area, we want to be able to get an estimate that closes itself. Mr. We’re going to tackle this. So first thing we’re gonna do is go out and send out lien letters to hit that website. We send them the lead letter and these are the five or six reasons why our business is different and we’re gonna include some cost, her testimony. So we want to differentiate ourselves immediately with this lien letter that goes out automatically through an automation or your office sends it out physically each day after the end of the day. Next thing is we’re going to send out short term education to educate the consumer how to do the service themselves. This is what we talked about in the beginning. This is an example of what it could look like.

So for Lawnmower, you talked about a proper recruitment care, mowing height in your nation. Next step is creating tasks that our template it so it can reproduce absolutely quickly with consistent results. So you or the business owner do, you don’t have to be involved each and every time. Awesome mean key parts is template estimate is a price, a budgeted time and the ability to email it out standard. So in this instance we’ve actually tackled mowing on site and drive time. All the consumer sees is the bottom line price. We’ve tackled an onsite price and a drive time price with budgeted time to now we’ve got that template with email.

Okay,

well we going to hit the email button and automatically loads email with a clickable link for the consumer. They open, the client gets this email, they click on this quote link and then a quote would serve as detailed loads up where the consumer can actually read it and accept it live on wine. So on the left hand side, we’ve got our service detailed lawn mowing of $38 we’d get invoice detailed, general contract turns clickable buttons in the estimate. It would actually call or text the office or link out to the office website.

Okay.

And we’re going to quote lie with video content. So these videos actually played a live inside the video. They’re the top nine things that people ask about. Got a lawn mowing, fertilization, shrub pruning, and some other services including this. We talk about what’s included in the service, what’s not included. We addressing those sales. And price objection, three educational way. And then the final part here is the bottom right hand corner. We’ve got an electronic signature, so people can click and sign electronically accepted, and then we’d give notification inside the actual software itself. So hopefully that point Yasmin is one in a welcome email sent. The job is booked and confirm monthly content with upsells to nurture. And then we’re going to follow up within 30 60 90 day follow for QC. That’s a quick preview of just some of the stuff that we’re gonna be going over it at a much slower pace. But I want to give us an insight of what’s going on.

For this first grand annual events, or if you have any comments or questions throughout and below and looking forward to see you within the next week or so live coming to you from this live event. So my Callahan, any questions, comments? Drop below.