00:00
Mike Callahan here with
00:03
Mike Callahan here with Callahan’s corner, Where are
00:04
Callahan’s corner, Where are you asking the questions? we
00:04
you asking the questions? we answered live right here on
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answered live right here on Facebook live so not exactly a
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Facebook live so not exactly a submitted question to Simple
00:11
submitted question to Simple Growth directly, but I was in
00:12
Growth directly, but I was in one of the uh user groups for a
00:14
one of the uh user groups for a software that’s uh we use and
00:17
software that’s uh we use and somebody was asking how can I
00:20
somebody was asking how can I send an email blast out to
00:21
send an email blast out to everybody in my software and
00:23
everybody in my software and exclude like one or two people
00:27
exclude like one or two people um great question, but not
00:28
um great question, but not exactly the question. I’m gonna
00:29
exactly the question. I’m gonna be answering here because it
00:30
be answering here because it was a lot of comments back
00:32
was a lot of comments back talking about doing a generic
00:34
talking about doing a generic email blast with a lot of
00:36
email blast with a lot of disregard. Where they’re at in
00:38
disregard. Where they’re at in the customer life cycle So
00:41
the customer life cycle So customer life cycle is the
00:43
customer life cycle is the foundational part of marketing
00:45
foundational part of marketing in my opinion. This is
00:46
in my opinion. This is something that I learned nine
00:48
something that I learned nine or 10 years ago and it’s been
00:49
or 10 years ago and it’s been absolutely instrumental in both
00:51
absolutely instrumental in both of my businesses and life cycle
00:53
of my businesses and life cycle marketing is talking to people
00:55
marketing is talking to people where they’re at in the
00:57
where they’re at in the customer life cycle now, if
01:00
customer life cycle now, if you’re going to do a generic
01:01
you’re going to do a generic email blast, we need to really
01:03
email blast, we need to really think about how that is gonna
01:06
think about how that is gonna be portrayed. So let’s just say
01:08
be portrayed. So let’s just say we’re in August right now and
01:10
we’re in August right now and we’re. Doing an email blast to
01:13
we’re. Doing an email blast to all of the people in your
01:15
all of the people in your database in your software, no
01:16
database in your software, no matter what it is for aeration
01:19
matter what it is for aeration and overseeding or maybe fall
01:20
and overseeding or maybe fall clean up um but I like the
01:22
clean up um but I like the aeration overseeding example.
01:24
aeration overseeding example. This example, works really well
01:26
This example, works really well in home cleaning as well. uh
01:28
in home cleaning as well. uh but what we wanna do is start
01:31
but what we wanna do is start and have some logic and
01:33
and have some logic and reasoning about where our
01:36
reasoning about where our customer is and that life cycle
01:39
customer is and that life cycle market and potentially sales
01:40
market and potentially sales funnels. So I’m gonna really
01:41
funnels. So I’m gonna really start from the beginning and
01:42
start from the beginning and work it over here but. Before I
01:45
work it over here but. Before I kinda give you the high level
01:46
kinda give you the high level overview of why it’s so
01:48
overview of why it’s so important where I’m saying,
01:49
important where I’m saying, this is probably one of the
01:51
this is probably one of the biggest mistakes that you can
01:52
biggest mistakes that you can make in your marketing play is
01:53
make in your marketing play is I’ve seen a lot of larger
01:55
I’ve seen a lot of larger companies not take the time to
01:57
companies not take the time to dial in and have a automated
02:00
dial in and have a automated but personal conversations so
02:01
but personal conversations so whether you’re using
02:02
whether you’re using automations or just a generic
02:04
automations or just a generic email blast everyone in your
02:05
email blast everyone in your database, you should have
02:08
database, you should have segmentation in your database
02:10
segmentation in your database based on where they’re at and
02:11
based on where they’re at and the services. so it’s not only.
02:14
the services. so it’s not only. To say this person already has
02:17
To say this person already has the aeration and overseeding
02:20
the aeration and overseeding service, or they already have a
02:22
service, or they already have a weekly or biweekly cleaning
02:23
weekly or biweekly cleaning service, but we also need to
02:24
service, but we also need to know how many people have
02:27
know how many people have already requested an estimate
02:28
already requested an estimate for it and we’re in the sales
02:31
for it and we’re in the sales pipeline. we made it probably
02:31
pipeline. we made it probably don’t wanna tackle those folks
02:33
don’t wanna tackle those folks who wanna exclude them. um do
02:36
who wanna exclude them. um do they have a job on a waiting
02:38
they have a job on a waiting list. It’s such a product like
02:39
list. It’s such a product like Service Autopilot, where it’s
02:41
Service Autopilot, where it’s not a scheduled job per se like
02:43
not a scheduled job per se like we know the exact day and
02:44
we know the exact day and potentially the time, but
02:45
potentially the time, but they’re kind of in a holding.
02:48
they’re kind of in a holding. Waiting to schedule that job
02:48
Waiting to schedule that job because traditionally aeration
02:50
because traditionally aeration overseeding or fall clean, it
02:52
overseeding or fall clean, it doesn’t have to be done on a
02:53
doesn’t have to be done on a particular day. It’s it’s okay
02:54
particular day. It’s it’s okay to be done in a range. so what
02:57
to be done in a range. so what we see is a lot of larger
02:59
we see is a lot of larger companies that don’t understand
03:00
companies that don’t understand life cycle marketing well small
03:03
life cycle marketing well small businesses as well. So I’d say
03:04
businesses as well. So I’d say businesses of all sizes um, but
03:05
businesses of all sizes um, but I’m thinking one in particular
03:07
I’m thinking one in particular without mentioning any names
03:08
without mentioning any names they will email blast out all
03:12
they will email blast out all their client base and say hey
03:12
their client base and say hey it’s time for aeration and
03:15
it’s time for aeration and overseeding. Here’s some of the
03:15
overseeding. Here’s some of the benefits. Um click down below
03:19
benefits. Um click down below to sign up and oh by the way if
03:20
to sign up and oh by the way if you’ve already signed up just
03:22
you’ve already signed up just disregard this email. but what
03:24
disregard this email. but what you’ve really done here is
03:25
you’ve really done here is you’re not talking to your
03:27
you’re not talking to your customer where they’re at in
03:28
customer where they’re at in the life cycle. You are
03:30
the life cycle. You are basically spamming your own
03:31
basically spamming your own client. that’s already begun to
03:32
client. that’s already begun to know like and trust you and
03:33
know like and trust you and you’re starting to devalue that
03:35
you’re starting to devalue that trust and value that you bring
03:37
trust and value that you bring so we really wanna talk to them
03:39
so we really wanna talk to them where they’re at so whether
03:40
where they’re at so whether you’re doing a manual, email
03:41
you’re doing a manual, email blast or an automated uh series
03:43
blast or an automated uh series of upsells we. we need to go in
03:45
of upsells we. we need to go in and have. Built around the
03:48
and have. Built around the service and talk, particularly
03:49
service and talk, particularly where they’re at and have some
03:51
where they’re at and have some safeguards now, especially if
03:54
safeguards now, especially if you’re in Canada. uh so it’s
03:55
you’re in Canada. uh so it’s simple. We work with companies
03:56
simple. We work with companies all over North America, in
03:58
all over North America, in England and Australia. um the
04:00
England and Australia. um the best practice really for US or
04:03
best practice really for US or Canada is to have a double
04:04
Canada is to have a double opt-in in there and have them
04:06
opt-in in there and have them give you permission to do this
04:07
give you permission to do this Email marketing So if you’re in
04:08
Email marketing So if you’re in Canada and you’ll get this
04:10
Canada and you’ll get this double opt, I believe the fine
04:11
double opt, I believe the fine can be upwards to $10000 an
04:13
can be upwards to $10000 an email in addition in the bottom
04:15
email in addition in the bottom footer. E-mail any business to
04:18
footer. E-mail any business to consumer, which is basically
04:19
consumer, which is basically what we’re doing business and
04:21
what we’re doing business and lawn care company home cleaning
04:21
lawn care company home cleaning company to consumer needs to
04:24
company to consumer needs to have that opt out there. You
04:25
have that opt out there. You can’t bury it best practice by
04:27
can’t bury it best practice by law you need to have that in
04:29
law you need to have that in there so we’re gonna talk to
04:30
there so we’re gonna talk to them specifically where they’re
04:31
them specifically where they’re at in the life cycle. We’re
04:33
at in the life cycle. We’re gonna build in some logic so if
04:33
gonna build in some logic so if they’re middle of an estimate
04:34
they’re middle of an estimate for it, they’re on a waiting
04:36
for it, they’re on a waiting list or several other things
04:37
list or several other things that may happen. We’re not
04:40
that may happen. We’re not gonna come have a conversation
04:41
gonna come have a conversation with them to get them to sign
04:42
with them to get them to sign up for that service If they’re
04:43
up for that service If they’re already signed up that makes us
04:44
already signed up that makes us look. Um so we wanna build that
04:48
look. Um so we wanna build that logic in there and so customer
04:49
logic in there and so customer life cycle marketing is really
04:52
life cycle marketing is really been the key to success in my
04:53
been the key to success in my business to Callahan’s and
04:54
business to Callahan’s and especially at a simple growth
04:57
especially at a simple growth so when somebody hits your
04:58
so when somebody hits your website or calls your office,
05:00
website or calls your office, you really wanna track what
05:01
you really wanna track what service they’re interested in
05:02
service they’re interested in so we can have an automated
05:04
so we can have an automated personal conversation around
05:05
personal conversation around the exact service. they’re
05:06
the exact service. they’re interested in and we’re not
05:07
interested in and we’re not gonna be a sleazy salesperson
05:09
gonna be a sleazy salesperson who immediately gonna follow up
05:10
who immediately gonna follow up with the thing we like to call
05:12
with the thing we like to call lead letter the five or reasons
05:12
lead letter the five or reasons why your business is different
05:14
why your business is different and next. That most
05:16
and next. That most importantly, and this is
05:16
importantly, and this is something that a lot of lawn
05:19
something that a lot of lawn care and home cleaning
05:20
care and home cleaning companies disregarded as no
05:22
companies disregarded as no value as we want to educate
05:24
value as we want to educate them. How to do that service as
05:26
them. How to do that service as a professional to create a
05:28
a professional to create a higher perceived value, make
05:28
higher perceived value, make you the expert in your market,
05:30
you the expert in your market, But, in addition we want to
05:31
But, in addition we want to overcome any sales or price
05:32
overcome any sales or price objections associated with that
05:34
objections associated with that specific service So once again,
05:36
specific service So once again, we’re talking them to as a lead
05:39
we’re talking them to as a lead that requires AAA lawn mowing
05:43
that requires AAA lawn mowing estimate, then once we submit
05:44
estimate, then once we submit that estimate, we’re gonna do a
05:45
that estimate, we’re gonna do a process that. 20 days to close,
05:47
process that. 20 days to close, but it’s an automated follow-up
05:50
but it’s an automated follow-up that’s gonna have five or more
05:51
that’s gonna have five or more touches across email text and
05:52
touches across email text and phone call or ringless
05:54
phone call or ringless voicemail, and now they are a
05:55
voicemail, and now they are a lawn mowing customer with an
05:58
lawn mowing customer with an estimate that needs to be
06:00
estimate that needs to be closed or potentially lose the
06:02
closed or potentially lose the estimates. So we’ve got it if
06:03
estimates. So we’ve got it if if else basically there now on
06:06
if else basically there now on the most perfect situation. now
06:08
the most perfect situation. now we’ve won the estimate and we
06:09
we’ve won the estimate and we have a lawn mowing customer
06:11
have a lawn mowing customer that needs the welcoming and
06:12
that needs the welcoming and wow acclamation to the
06:14
wow acclamation to the welcoming email with a credit
06:15
welcoming email with a credit card on boarding a 3060 90 day.
06:17
card on boarding a 3060 90 day. Follow up if it’s a re. Service
06:20
Follow up if it’s a re. Service So once again, we’re
06:20
So once again, we’re customizing our conversation,
06:24
customizing our conversation, that’s automated on where
06:25
that’s automated on where they’re at in the life cycle.
06:26
they’re at in the life cycle. markets was the first service
06:28
markets was the first service in a reoccurring service or as
06:28
in a reoccurring service or as the first service in a one-time
06:31
the first service in a one-time service. Those are things that
06:32
service. Those are things that need to be put in there because
06:34
need to be put in there because it would look really foolish
06:35
it would look really foolish should be followed up, 3060 and
06:37
should be followed up, 3060 and 90 days for somebody that had
06:39
90 days for somebody that had only a one time uh aeration
06:41
only a one time uh aeration overseeing is the first
06:42
overseeing is the first service. It’s gonna look really
06:44
service. It’s gonna look really out of whack so we need to
06:45
out of whack so we need to customize where they’re at and
06:47
customize where they’re at and that life cycle marketing now.
06:50
that life cycle marketing now. Just like we do at home
06:51
Just like we do at home cleaning um if they sign up for
06:54
cleaning um if they sign up for an initial clean or maybe in a
06:55
an initial clean or maybe in a lawn care if they sign up for
06:57
lawn care if they sign up for an initial aeration overseeing
06:58
an initial aeration overseeing and that’s a one-time service
06:59
and that’s a one-time service within a five to 7 day span if
07:01
within a five to 7 day span if they didn’t sign up for a
07:03
they didn’t sign up for a reoccurring service, we
07:06
reoccurring service, we automatically trigger a process
07:07
automatically trigger a process saying hey, it looks like
07:09
saying hey, it looks like you’ve signed up for our
07:11
you’ve signed up for our aeration and overseeding
07:12
aeration and overseeding services. We hope the service
07:14
services. We hope the service is great most of our clients
07:16
is great most of our clients that provide aeration and
07:18
that provide aeration and overseeing services to also
07:19
overseeing services to also have a four to five step.
07:22
have a four to five step. Fertilization program or weekly
07:23
Fertilization program or weekly mowing services, So based on
07:25
mowing services, So based on where you’re at and your
07:26
where you’re at and your service selections, this would
07:27
service selections, this would marry up nicely and we would
07:30
marry up nicely and we would upsell that ancillary service
07:32
upsell that ancillary service so uh if you’re watching this
07:34
so uh if you’re watching this on August 17th on Monday,
07:36
on August 17th on Monday, August 19th on Wednesday at 7
07:38
August 19th on Wednesday at 7 PM, Eastern I’ve actually got a
07:38
PM, Eastern I’ve actually got a free webinar. A free thing here
07:40
free webinar. A free thing here on simple growth where you
07:42
on simple growth where you actually learn the secrets of
07:43
actually learn the secrets of selling your services, but this
07:45
selling your services, but this is um kind of the foundational
07:46
is um kind of the foundational parts of it. So we’re we’re
07:48
parts of it. So we’re we’re upsell based on the service
07:49
upsell based on the service they have or. Have in having an
07:53
they have or. Have in having an actual conversation where we
07:54
actual conversation where we can provide real value in a
07:55
can provide real value in a short amount of time, so that’s
07:56
short amount of time, so that’s very important and then um on
07:59
very important and then um on the end of that customer life
08:01
the end of that customer life cycle. If we have a reoccurring
08:03
cycle. If we have a reoccurring service or upselling other
08:06
service or upselling other additional services based on
08:06
additional services based on the timing, we have a one-time
08:07
the timing, we have a one-time service. We’re gonna upsell a
08:09
service. We’re gonna upsell a reoccurring service and then
08:10
reoccurring service and then upsell again other ancillary
08:12
upsell again other ancillary service based on the time of
08:13
service based on the time of the season, and then eventually
08:15
the season, and then eventually we may lose an estimate so we
08:18
we may lose an estimate so we want the ability to know we’ve
08:19
want the ability to know we’ve lost an estimate for weekly
08:20
lost an estimate for weekly mowing or weekly cleaning and
08:22
mowing or weekly cleaning and be able to go out and nurture
08:23
be able to go out and nurture and reactivated the appropriate
08:24
and reactivated the appropriate time once again based on that.
08:27
time once again based on that. Life cycle and then finally no
08:29
Life cycle and then finally no matter how good the service is
08:30
matter how good the service is someone’s eventually going to
08:32
someone’s eventually going to cancel so we wanna be able to
08:33
cancel so we wanna be able to have an imaginary bucket per
08:34
have an imaginary bucket per service to be able to go out
08:36
service to be able to go out and reactivate and do some
08:38
and reactivate and do some long-term nurture to get that
08:38
long-term nurture to get that client to reactivate and
08:40
client to reactivate and request an estimate for the
08:41
request an estimate for the service they cancelled uh at my
08:43
service they cancelled uh at my company, we’re finding about a
08:44
company, we’re finding about a two to 3% reactivation of all
08:46
two to 3% reactivation of all of our cancelled clients cuz a
08:48
of our cancelled clients cuz a lot of times we find out that
08:50
lot of times we find out that 80% of cancelled clients are in
08:52
80% of cancelled clients are in different. They don’t love our
08:53
different. They don’t love our company. They don’t hate our
08:54
company. They don’t hate our company. We’ve just failed to
08:55
company. We’ve just failed to wow them or maybe a cheap. Uh
08:59
wow them or maybe a cheap. Uh competitors come in and they’ve
09:00
competitors come in and they’ve gone for the price cut and
09:02
gone for the price cut and realize the services’ that good
09:03
realize the services’ that good on that side of the street or
09:04
on that side of the street or maybe they got a college kid
09:06
maybe they got a college kid coming home. That’s want to
09:07
coming home. That’s want to make some extra money clean the
09:08
make some extra money clean the house or cutting the lawn for
09:10
house or cutting the lawn for books and college expenses, and
09:12
books and college expenses, and that student has moved out of
09:13
that student has moved out of the house and they need a
09:16
the house and they need a professional service to jump
09:17
professional service to jump back in. so probably a lot of
09:19
back in. so probably a lot of times it has nothing to do with
09:19
times it has nothing to do with your service business when
09:21
your service business when people cancel, but a lot of
09:23
people cancel, but a lot of times people are crumple up the
09:24
times people are crumple up the estimate we lose and physically
09:25
estimate we lose and physically throw it or imaginary throat in
09:26
throw it or imaginary throat in the garbage. We paid for those
09:28
the garbage. We paid for those leads why not nurture and
09:30
leads why not nurture and reactivate and the same thing
09:31
reactivate and the same thing with cancelled folks um a lot
09:32
with cancelled folks um a lot of 80% of the time. It’s not
09:34
of 80% of the time. It’s not our fault why they cancelled.
09:35
our fault why they cancelled. They’re just indifferent. so
09:37
They’re just indifferent. so let’s go and give them some
09:38
let’s go and give them some nurture build the value back up
09:39
nurture build the value back up and hopefully it’s reciprocity
09:40
and hopefully it’s reciprocity when they’re ready to switch or
09:42
when they’re ready to switch or come back. They’re ready um but
09:44
come back. They’re ready um but that’s the idea and the idea
09:46
that’s the idea and the idea here is do not in my opinion.
09:48
here is do not in my opinion. Brook’s practice do not do
09:51
Brook’s practice do not do generic email blast trying to
09:53
generic email blast trying to upsell your service and now
09:54
upsell your service and now General communication about
09:55
General communication about rain delay and things like
09:56
rain delay and things like that. Appropriate um, but even
10:00
that. Appropriate um, but even then you may not wanna set a
10:02
then you may not wanna set a general email about rain delay
10:03
general email about rain delay if you’ve got somebody on a
10:05
if you’ve got somebody on a waiting list for a service in a
10:07
waiting list for a service in a month down the road cuz that’s
10:08
month down the road cuz that’s gonna look kinda goofy um so we
10:10
gonna look kinda goofy um so we really wanna have those
10:11
really wanna have those communications that we send out
10:13
communications that we send out one to many in an email blast
10:14
one to many in an email blast or an automation really dialed
10:17
or an automation really dialed in to customer life cycle
10:18
in to customer life cycle marketing, so we need to know
10:19
marketing, so we need to know the status if they’re a
10:20
the status if they’re a customer or not um is that lead
10:22
customer or not um is that lead been closed. Is it a cancelled
10:24
been closed. Is it a cancelled client or a lost estimate? Is
10:26
client or a lost estimate? Is it someone? May already have a
10:29
it someone? May already have a job on a waiting list for a
10:30
job on a waiting list for a fall clean up um and already
10:32
fall clean up um and already requested that we just haven’t
10:33
requested that we just haven’t gotten to yet. So that’s that’s
10:35
gotten to yet. So that’s that’s not a Email blast. You wanna
10:37
not a Email blast. You wanna send out cuz you’re
10:38
send out cuz you’re discrediting yourself so I
10:39
discrediting yourself so I really suggest segmenting your
10:40
really suggest segmenting your database and standardizing your
10:43
database and standardizing your service names and keep it
10:45
service names and keep it simple and this Wednesday here
10:47
simple and this Wednesday here on August 19th at 7 PM Eastern
10:49
on August 19th at 7 PM Eastern On The Simple Growth Facebook
10:51
On The Simple Growth Facebook page. I’m gonna be breaking
10:52
page. I’m gonna be breaking down exactly step by step how
10:53
down exactly step by step how to have an automated uh upsell.
10:57
to have an automated uh upsell. Um that’s going to return
11:00
Um that’s going to return massive investments and in some
11:00
massive investments and in some cases how to increase your
11:04
cases how to increase your client lifetime value for just
11:05
client lifetime value for just that 12 month period Uh by
11:07
that 12 month period Uh by about 75% um and we all know
11:09
about 75% um and we all know it’s easier to sell to our
11:10
it’s easier to sell to our existing clients because they
11:11
existing clients because they know like and trust us uh
11:13
know like and trust us uh versus going out and having to
11:16
versus going out and having to sell uh work to new people that
11:18
sell uh work to new people that don’t know you cuz that client
11:20
don’t know you cuz that client acquisition cost is gonna cut
11:20
acquisition cost is gonna cut into your profits, but once you
11:22
into your profits, but once you have a solid base of customers
11:24
have a solid base of customers um avoiding doing Email blast
11:26
um avoiding doing Email blast in general marketing is gonna
11:28
in general marketing is gonna continue to keep your list
11:29
continue to keep your list fresh and we’re providing. They
11:32
fresh and we’re providing. They need it, and we’re continue to
11:33
need it, and we’re continue to build that reciprocity so
11:36
build that reciprocity so hopefully that helps uh around
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hopefully that helps uh around that question that was posted
11:39
that question that was posted in a Facebook group around
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in a Facebook group around email blasting everybody out uh
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email blasting everybody out uh and in addition, check it out
11:43
and in addition, check it out at uh 7 PM Eastern this
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at uh 7 PM Eastern this Wednesday, August 19th. Uh
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Wednesday, August 19th. Uh right on the page we’re gonna
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right on the page we’re gonna break down the steps very
11:51
break down the steps very simply how to build an upsell
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simply how to build an upsell machine in your business and
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machine in your business and raise that client lifetime
11:55
raise that client lifetime value for the year between 75
11:56
value for the year between 75 and 100% almost double it. so
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and 100% almost double it. so uh Really Good Stuff and those
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uh Really Good Stuff and those things add bottom line profits
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things add bottom line profits because if you’re looking at
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because if you’re looking at your service business right.
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your service business right. Especially in the lawn care
12:06
Especially in the lawn care industry, you’ve recovered the
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industry, you’ve recovered the majority of your overhead for
12:08
majority of your overhead for the whole entire year. So this
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the whole entire year. So this is the time you wanna put the
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is the time you wanna put the pedal to the metal and not let
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pedal to the metal and not let up and go out and upsell those
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up and go out and upsell those really profitable services like
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really profitable services like aeration and overseeding or
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aeration and overseeding or fall clean ups um or especially
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fall clean ups um or especially holiday lights as well so
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holiday lights as well so looking forward to seeing
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looking forward to seeing everybody this Wednesday,
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everybody this Wednesday, August 19th at the Facebook
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August 19th at the Facebook page 7 PM Eastern um Callahan’s
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page 7 PM Eastern um Callahan’s corner. You ask the questions
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corner. You ask the questions we answered live right here on