Video Transcript:

Hey Mike Callahan here, got a question for you, have you ever proposed marriage to your potential lead or customer way before it’s appropriate in the relationship? So before I pop her open I’m gonna suggest you probably have. Before you go out and propose marriage or the sale to your potential customer you’ve gotta kind of put some context to this so the idea of going in for the absolute kill and proposing marriage to your potential customers before they know, like and trust you and it’s appropriate to the relationship, you really want to go out and win their trust and create a relationship so similar to going out to a Starbucks or a bar and meeting somebody there and within half a drink proposing marriage, absolutely crazy, they’re gonna think you’re a little creepy and they’re probably gonna think you’re nuts. So we really don’t want to go out and propose marriage and get our knee here and ask the sale immediately just like we don’t want to go out and ask somebody if they’re gonna marry us at the coffee shop of the bar halfway through the first drink. What we really want to do is go in and be respective to where they’re at in your customer life-cycle and when you go in and hopefully organically you’re going out and educating them and getting them to know, like and trust you before they ever meet you, so maybe they’re checking out with your friends and other people and your ecosystem kind of asking about you getting to know you when they actually physically meet you and have some conversation we’re not going in for the kill and proposing marriage but we’re gonna start to build a relationship same thing in the customer life-cycle when we go out and talk to our lead the first time we really want to go out and differentiate ourself, why we’re not like everybody else in the bar or the coffee shop and not as a sales play but we’re just going to be genuine in who we are and why we’re different and then we’re gonna go through that customer life cycle and educate them and create a higher perceived value to the service and overcome any of the sales or price objections. We don’t want to go on proposes marriage because we’re gonna bet he creepy kid on the block and instead of being the creepy kid we’re gonna go out and through this education overcome any of the preconceived creepy notions of a contractor because let’s face it most consumers don’t trust themselves to hire a contractor let alone if they do hire a contractor they’re not going to trust us we want to be different ,we want to be the anomaly in that coffee shop or bar and then once we’ve built that relationship we’ve submitted that estimate we want to follow up in a very nurturing way and be there when they expect us to be there. We’re gonna follow up in a process that we call 20 days to close and that 20 days to close is purely just checking in a very personal way not an automated way or sales way and saying hey do you have any questions regarding that estimate that we’ve submitted can I answer some questions hey just checking back in we haven’t heard yet for 10-15 days how’s it going over there so we’re showing up just like in a relationship when someone’s expecting a text message or a call or Facebook message we’re building that trust and relationship and when we close the deal and we actually get that first date and we make the sale and in the corresponding idea we’re going to go on in the sales process and business we’re going to go through a welcome in wow process we’re gonna acclimate them what to expect when they’re they’re working with us just like a relationship we’re building those foundations and we’re gonna continue to nurture that relationship through a long-term relationship in an automated or manual process and then finally in the business relations part we’re going into an up-sell so when it gets to the appropriate point in the relationship when we built that trust and we know where they’re at and they know, like and trust you just in your relationship now maybe it’s time to to pop this bad boy open when it’s the appropriate time of the relationship to go in and take it to the next level and in business that’s when you go in and start creating that client lifetime value and raising it. Kind of a crazy example, Ryan Deiss spells it out best but you know it gotta give credit where credit’s due, but the analogy would be is when you first meet somebody you don’t go for the kill you don’t propose marriage you don’t get on the knee you go out when it’s appropriate and you build that relationship, you create that trust, you keep showing up day after day after day, you’re doing what you should be just like your hopefully doing in your service business through those gateway services and then after the time is appropriate and the relationships at that point you go in an up-sell additional ancillary service and raise that lifetime values so kind of a crazy analogy but hopefully it got your attention and think about it because I know my business and I’m guessing in your business we’ve dropped the knee and proposed something that should have been proposed in the client life-cycle timeline, before it was appropriate. The idea of the video today is make sure you know where your your client or potential client is in that current life-cycle marketing and we want to look at when somebody hits your website and they think the website is pretty damn sexy but they’re not ready to commit to an estimate we have a thing called a lead magnet we give something way of of content maybe the five or six reasons to hire a professional and then we nurture them and when they’re ready to make that commitment you’re there and hopefully your top frame of mind and then when they do commit to that estimate we show up top of frame of mind and differentiate ourselves and then we follow through and educate them and continue through nurturing process to create a higher perceived value overcome those sales and price objections to shorten that lifespan and once we submit the estimate we follow up to a process like twenty days to close to be there via text, email and phone calls when we should be in a non aggressive way but just literally font to see if they have any questions and then final part is once we win that ask them it we take them through our welcome and wow sequence so we welcome them we automatically get that credit card info we follow up 30 and 60 90 days for reoccurring service and then on a one-time service we only follow up once because that’s appropriate just for that type of service so we’re talking into where they’re at and then we continue into a Happy Holidays mid month and beginning a month nurture as far as newsletters and educational up-sells and then once we have them in there maybe six months twelve months whatever that looks like that life cycle then we go into a systematic up sell based on where they’re at and that client life cycle and and drop the bomb and we get this out here and we go for the kill and we raise that client lifetime value for reoccurring revenue. Comments or questions drop them below, a little different approach at it but I want to break it up and have a little fun with it and hopefully we have some interesting comments and questions on have you ever proposed to one of your leads or clients right out the gate? I’ve been the creepy kid on the block because I know we are at least in my ecosystem we’ve done it we’ve made that mistake but when we were aware of where they’re at in the client life cycle and we spoke specifically to where they’re at in that relationship we had to handle it appropriate without a sales pitch that’s when our closing ratio our sales went through the roof and they knew, liked and trusted us when we became basically friends through the service that we were providing. You’ve got to remember 70% of all buying decisions right now are made before zero moment of truth that’s before you know who that future consumer is so whole idea is we’ve got to go out through organic content and be the topic expert, educate them with no sales pitch so by the time they reach us and we know they exist we’ve only got to cover that extra thirty percent gap through a reasonable relationship that doesn’t have you proposing before you’re done with the first drink. Comments or questions drop below and hopefully this was invites insightful.