Hey Mike Callahan here ,wanted to make a quick video. Absolutely shot, lost my voice just at the airport got back from GIE 2019 and Expo, at the airport here waiting to leave Louisville, Kentucky. Couple things had hit me, first of all just wanted to say what’s up to all the new friends that we made along the way, especially the social media influencers on Facebook and YouTube the rally was phenomenal Nailer and the whole team John ring-a-ding Blake Albertson just to name a few but had just an amazing time but it got me thinking I want to make a quick video about the power of video and social media and why it’s so important. Major book that I would highly suggest reading if you haven’t read it yet is a Marcus Sheridan- They Ask You Answer, Marcus puts a great spin on video and how to actually use it effectively in your business that’s something that myself and some other folks in my inner circle like Garrett Matthews and Chad Krantz have been doing for four or five years and it’s been instrumental in our business. The premise of it is based around some statistics done by Google and Forrester Research, Forrester Research is one of the prominent research companies in the United States this was originally done in a business-to-business research study so that covers your commercial clients on lawn care home cleaning and it was also done in a b-c so business consumers so these stats that I’m gonna break down here real quick and how to put them into play in this video are applicable to residential as well as commercial. The main thing is that there is this thing called zero moment of truth what zero moment of truth is the first time you realize your potential leader client exists and this study that happened from Forrester Research and Google is statistically right now they’re saying that about 70% of all buying habits and decisions are made from zero moment of truth that’s before you even know they exist. Where I think that video comes into play is going out and addressing the concerns and questions your future consumers have I’m gonna suggest that up businesses are the same, none of us are different and before you absolutely put me on blast where I’m going with this is yes we may be doing things differently maybe charging services differently we may have different levels of service but at the end of the day based on the statistics that 70% of buying habits are made before zero moment of truth before we ever know the consumer exists we really are all in the game service businesses at least and pretty much all businesses going out and getting and buying the consumers or leads trusts so we’re in the game of gaining trust before we know who our potential customer is and that’s where video comes into play. By making these videos and addressing the questions that your future consumers have around your service in a purely educational way but nothing do with sales that’s how you’re gonna win the game would be the structure in your market that’s what we did in my company and thats what Garrett continues to do in his company as well as mine here making these videos but we’re talking about questions that people have and answering them facture with no salesmen and becoming the knowledge topic expert. People also wanted to have them they want to know about comparisons they want to know about the good the bad and the ugly and the most powerful things are answering the questions and contractors don’t want to answer and that includes price are you addressing price on your website upfront I’m not suggesting you down to the penny but maybe a base price and some different prices to overcome the question because people are going on your website or hitting social media and looking for how much your services cost what’s included that’s not included so I highly recommend addressing price it doesn’t have to be the exact price because it does depend and I get that but it will be a game-changer you’re gonna start to gain the trust of your future consumer. The biggest objection I see especially that amount of events like this or speaking engagements and we’re talking about this is everybody’s concerned about what your competitors will do so competitors will find out you’re pricing, well if we honestly ask ourselves right now you know what your competitors are charging approximately so why are we as contractors generally worried about the competition people taking money out of our pockets instead of the potential new consumers we’re actually going to complete money in our pocket. Great book Marcus Sheridan- They Ask You Answer, this is nothing new I learned about this concept or lifecycle marketing pure marketing CRM platform I was with probably six or seven years ago and I was introduced to life cycle content marketing I believe Marcus was over another different platform and learned about it there but at the end of the day service businesses are in the business of gaining trust that their future consumers that they don’t know yet exist the only way to do that is to address price, common fears who the best in the market is yes this is something we didn’t in the snow removal company. There’s nothing worse than getting a bit chewy a four really high-end commercial clients they were like hey Mike we really like you but if we don’t choose you who would you suggest in your market and I’ll be honest we didn’t address this question upfront we skirted and said yeah we really don’t know who the market would be the best option outside of us which obviously we did next thing we thought is that maybe we would just suggest the worst competition what that would do is absolutely lose all the trust we’ve gained through this process so far so what we did is we had three of our major competitors that played the same sandbox and we actually referred them to the top three people but by doing so and then realising that we actually were honest and trustworthy doing so even if our price was higher than the new consumer potential consumer would usually choose us as the preferred contractors. Just really encouraged about all the guys and girls there at GIE plu Expo with social media making videos building content and my thought is how can we take that video process to ask the questions and overcome any industry projections of our industry to make ourselves different than our competitors by addressing upfront differentiating ourselves with hope we create a little higher perceived values and can sell at a higher price and shorten in that sale cycle. Video is king right now other product you may want to look into is REV taking that video transcript taking this video for maybe like a Facebook like putting on YouTube getting all that embed code with the video transcript and getting it on your website so search engine optimization when Google goes in and you answer the question- the question your asking should be your headline and then in the description the transcript of this video and you know within the next few days this will be Simple Growth page because that’s what we’re doing and that’s where consumer buy it habits are going that stat for Marcus shared and it’s pretty blown away that seventy percent about buying consumer all 70 percent buying decisions are influenced before zero moment of truth before you know that client exists probably about five years ago that was probably 50 percent ballpark and ten years ago is about twenty to twenty five percent so if you believe the stats at Google and Forrester Research, one thing we are positively certain of is the buying decision before the consumer ever contacts you that numbers never going backwards it’s going up so if you want to be an early adopter especially in the lawn care home cleaning industry and dominate and disrupt your market this is a way to go at it. I was just hanging out with John Pototschnik of the lawn care millionaire here at GIE as well, very very smart man and influencer of his own with his to youtube videos but in his company city turf he was a disrupter 10 maybe 15 years ago dominating that Frisco and Plano market and McKinney out in Texas by doing so he became an expert in his market by doing just that well before there was any books or anything about that, a lot of service companies aren’t doing it. Comments or questions about this new process would you be willing to put your price on your website and talk about who the best options in your market are outside of you? it’s something we did and I tell you it was a little unnerving but it will win confidence and you can be the disruptor go out and dominate your market by disruption and being an industry expert. My challenge today is go out make those videos first draft is better than no draft and that’s why I love Facebook live because there’s no editing and it’s live and it’s up there. Everybody have a great weekend here and we see you back on the grind on Monday. Making some videos and kind of exposing some of the things we were lucky enough to get right in my business and some things we weren’t and how we overcame those to break that million mark and beyond just love sharing these lessons that I’ve learned on my own and then from other industry experts that we’ve mingled with especially than this week at GIE. I want to say big shout outs to all the other social media influencers and everybody over at Service Autopilot just a great week about to hop on the plane so we’ll see you Monday.