Video Transcript

00:00
Welcome back to the essay.
00:03
Weekly Talk show Mike Kelly
00:04
here breaking it down as we do
00:06
every Friday running a few
00:07
minutes late um but as always
00:09
wanna come on and provide some
00:11
content and some luring for the
00:14
essay community so uh if you’re
00:16
watching live or um on the
00:19
recorded version feel free to
00:21
uh drop any comments or
00:22
questions on here just to make
00:23
sure that we are live and it
00:25
looks like we are um so we’re
00:27
gonna be talking about today is
00:28
the stages of business. The.
00:30
Main stages of business and
00:32
what are the hurdles to growth
00:34
in those stages of business and
00:36
we’re gonna be talking about
00:38
life cycle marketing so a lot
00:39
of the things we’ve been
00:40
talking about is a recent is um
00:44
omni-channel marketing and a
00:46
conversational marketing, but
00:46
gonna bring it back to the
00:48
foundations. Um I just went out
00:50
and renewed my certification um
00:53
in foundational understanding
00:54
of life cycle marketing, so I
00:55
wanted to go in and kinda give
00:57
everybody a quick refresher,
00:58
but this is pretty um basically
01:00
relevant for. We’re at in this
01:03
time of the year cuz a lot of
01:04
businesses are at a certain
01:06
point and they’re looking to
01:07
scale their business and we run
01:08
into a lot of hurdles or
01:10
roadblocks um and scaling a
01:11
business to a million and well
01:13
beyond um so I’m gonna break
01:15
down um a high level of the
01:16
stages of business and some of
01:18
the pain points you may be
01:19
experiencing in those stages
01:21
and then um I’m gonna have to
01:22
break down so quick life cycle
01:24
marketing What it is what it
01:26
looks like and then how it
01:27
potentially can lead into some
01:29
areas in your business that you
01:31
are actually leaking revenue so
01:32
without any further delay
01:34
normal fashion. we’re gonna
01:35
bump this up here and pull my
01:36
other screen. Up um here. And
01:43
drop this in so uh what we are
01:46
looking at here is the stages
01:48
of business. um so this was
01:50
part of the certification that
01:51
I just went through um and this
01:54
is gonna be looking at the five
01:55
stages of business. so this is
01:57
gonna highlight uh for most all
01:59
businesses, particularly for
02:00
the service industry. Some of
02:01
these numbers may be a little
02:03
bit um lower based on each
02:06
stage far as revenue um
02:09
employees um team members and
02:10
biggest hurdles are very
02:12
relevant here. So this is an
02:14
interesting road map to success
02:15
um so. As we’re looking at the
02:18
solo manure, we have uh
02:20
basically one a and one B we’ve
02:22
got the entrepreneur with a
02:23
side job um and they’re doing
02:25
their service business on the
02:26
side as basically their main
02:28
job and they’re doing the
02:29
service business as a side job,
02:30
then um they’re gonna make that
02:32
lethal jump as we all pretty
02:34
much did or my case. I’ve
02:35
always been self employed uh
02:37
but provision most people are
02:38
going to quit the job stop
02:41
working for the man and put
02:42
some money in their pocket and
02:43
get rich um quick, which
02:44
obviously that usually doesn’t
02:45
happen but. That’s what we’re
02:47
thinking when we start these
02:48
businesses um so that’s why
02:49
we’re here at the essay week.
02:50
We talk to talk about these
02:51
things, but if you’re looking
02:52
at a sour, the business is a
02:56
side job, then it goes into
02:56
self employed uh traditionally
02:58
that point you are the one
03:00
employee you’re doing about
03:02
four to $10000 in sales and um
03:07
there’s about 6000000 of these
03:09
people in the US uh United
03:11
States in about 16000000 of the
03:14
side job uh full-time job side
03:15
job now. obviously, I think
03:16
these are bit understated. I
03:18
think there actually is more
03:19
um, but these are just people
03:20
are actually filing tax returns
03:21
so. Um I got a feeling at that
03:23
stage there maybe, at least
03:25
double of what we’re looking at
03:26
here uh but we’ll leave that up
03:27
to the IS, but in a in a larger
03:30
um look at this that is with
03:32
the majority of businesses are
03:34
landing and those are the um
03:36
the quote unquote low ballers
03:38
we’ve seen because they really
03:39
don’t understand how to
03:41
business how to run a business
03:42
um and it’s it’s basically the
03:45
owner the owner and maybe some
03:47
subcontractors there that’s
03:48
their team um so they’re out
03:50
there working in the business
03:51
not on it as Michael Gerber
03:52
would say so the biggest hurdle
03:53
here is time as an a side gig.
03:56
Um I’m gonna suggest on one a
03:57
it is. In getting leads, so how
04:00
do I go out and get those new
04:02
customers? I’ve never actually
04:03
gone out marketed and learn the
04:04
sales process so going in and
04:06
acquiring leads um is gonna be
04:08
the biggest issue right there
04:10
now our pricing structure
04:11
probably is not solid by the
04:12
way it should be um so those
04:15
leads probably are converting
04:16
into sales pretty easily
04:17
because most of the time we’re
04:19
overpricing the word um so as
04:21
you go into level two here,
04:22
this is a new employer. so
04:24
we’ve got two to three
04:26
employees um doing about 100 to
04:28
300000 in sales. I think that
04:31
that on average lays out pretty
04:32
nicely for lawn care home
04:33
cleaning industry. Uh there’s
04:35
about 1.7000000 of these stage,
04:37
two businesses um as far as the
04:39
team, it’s a partner or an
04:40
assistant. so it’s uh you
04:43
probably still working in the
04:44
field and you’ve got one or two
04:45
other people helping you and
04:46
now your biggest hurdle is
04:47
you’re in the field you’ve
04:48
kinda figured out how to get
04:50
some leads in how do we create
04:51
a sales machine to get to the
04:53
next level? Um so now we’re
04:55
going in here and as people
04:56
work with simple growth as a
04:58
certified adviser, this is
04:59
where most of the um people
05:02
start working. this is that
05:02
state. To business because they
05:05
figured out how to get some
05:06
leads in, but now they gotta
05:07
figure out how to convert those
05:09
sales while they’re still in
05:11
the field. That’s the biggest
05:12
hurdle so uh if you’re using
05:13
service Autopilot going out and
05:14
using automations on the pro
05:16
plus platform is gonna be a
05:17
huge help here because it’s
05:19
gonna start getting you past
05:20
that hurdle of growth now.
05:21
stage three is gonna be that
05:23
steady operation We’ve got four
05:25
to 510 uh guys or girls in the
05:27
field, including yourself and
05:29
we’re looking at um sales
05:31
between 300000000 um I’m gonna.
05:33
Suggest that maybe this is um
05:37
somewhere between 500 a million
05:39
um but that between the three
05:41
to 500 is about right. But if
05:42
you’re looking on average II
05:43
really agree with this chart
05:45
here um as well so uh there’s
05:48
about 1.9000000 in here and
05:51
this is as you’re going to
05:52
stage four. This is kind of
05:53
that uh big gap or everybody
05:55
falls in only 5% of all
05:57
businesses ever make it to
05:58
seven figures beyond that
05:59
million-dollar mark um the team
06:01
is basically one team you are
06:04
um.
06:07
Yeah, Basically one location
06:07
one team you don’t have
06:09
multiple like marketing
06:11
departments and sales offices.
06:13
This is pretty much one team uh
06:15
here and the biggest hurdle is
06:17
marketing and getting the jobs
06:19
and servicing them. um so we
06:21
figured out the sales machine.
06:22
We’re doubling down how do we
06:24
get more of those sales coming
06:26
in and then actually how do you
06:27
create a systemized process to
06:28
go and service them That
06:30
doesn’t involve the owner on a
06:31
day-to-day basis being in that?
06:33
so next day as we go. Stage
06:36
four business Now we broke that
06:38
million-dollar mark we’ve got
06:39
eleven to 25 employees uh
06:41
between one to 3000000 here. Um
06:43
I think that 3000000 kinda
06:45
pulls back a little bit um in
06:47
the service industry, but for
06:48
all intensive conversations
06:50
today, this is pretty accurate.
06:51
Um it’s about 700000 of those
06:53
in the whole United States uh
06:55
all businesses and their team
06:57
is multiple teams and leaders.
06:59
so you may have a landscape
07:01
division. you may have a
07:02
maintenance division Um you may
07:04
have a sales team and a
07:06
production team depending on
07:07
the industry. Now your biggest
07:09
problem here is people in
07:09
systems creating. Repetitive
07:13
task can be delegated in a
07:14
person knows how to do and when
07:15
to do it without relying on the
07:16
business owner and then jumping
07:19
into that stage five growth
07:20
here that biggest issue right
07:22
there is leadership and
07:23
culture. So how do you take the
07:25
mission vision values the
07:27
strategic play of the business
07:29
owner that leader and develop
07:31
that down through your
07:32
organizational chart. so the uh
07:34
the mission the vision, the
07:36
value that structure of that
07:37
business now is continue to
07:39
evolve. When the business owner
07:42
isn’t there and that’s the
07:43
biggest struggle um that we see
07:45
there at that stage, five
07:46
business and that is literally
07:49
going to scale um so we’ve had
07:51
the pleasure to drive through
07:53
pretty much all of these
07:53
challenges in my business and a
07:54
lot of the businesses that
07:55
we’re working with as we
07:56
continue to help them grow and
07:58
blast pass these growth hurdles
08:01
so life cycle marketing um is
08:03
near and dear to my heart. I
08:05
found it uh probably I would
08:07
say um eight or 9 years ago.
08:10
And uh very similar to Marcus
08:12
Sheridan if they ask you answer
08:13
and if the sales line who did
08:15
essay thrives keynotes um uh
08:18
Marcus had found life cycle
08:20
marketing um in the idea that
08:22
they ask you answer um about
08:24
the same time in river pools
08:26
and spas. so the idea here is
08:28
in this um diagram we’ve got
08:31
out to the left. You got all
08:32
your different lead sources. So
08:34
you’ve got Google Facebook um
08:37
Email Facebook messenger So
08:38
wherever we’re going. Per
08:40
click, we’re generating leads
08:41
and that funnel is really your
08:44
sales funnel. So the idea is we
08:45
wanna go in and capture those
08:46
leads. but what happens when
08:49
those leads aren’t ready to
08:51
convert and request an
08:52
estimate, but they’re just
08:53
searching your website or your
08:54
social media. What we need here
08:56
is a lead magnet that lead
08:57
magnet is gonna give them
08:58
something of value for their
08:59
first name last name and email
09:01
hopefully through an essay form
09:03
and we’re pulling them into our
09:05
database um and creating a long
09:07
term nurture education and
09:08
providing that procedure. Are
09:09
you doing that? they ask you
09:11
answer methodology um then uh
09:13
hopefully at this point they
09:14
get a bid. We’re gonna educate
09:16
and build trust so that is your
09:18
short-term nurture. So we’re
09:19
gonna talk about all the things
09:22
um that are going to be
09:25
inhibited of the customer
09:26
buying the service of those
09:27
price objections and we’re also
09:29
gonna go in and um continue to
09:33
educate and create that higher
09:34
perceived value. We can charge
09:35
a higher price. We shorten that
09:37
sales cycle so going through
09:37
it. Automated estimate follow
09:40
up similar to 20 days to close.
09:41
We’re going through automated
09:43
emails text messaging phone
09:45
calls from your office ringless
09:47
voicemails. We’re gonna convert
09:49
that lead and process the sale
09:51
hopefully getting a credit card
09:52
on file and setting up um a
09:55
process there and the way we’ve
09:57
suggest doing that is fulfill a
09:59
welcoming and wow sequence
10:00
where we’re having an automated
10:01
process to get a credit card on
10:03
file a welcome email
10:04
acclimating them when to what
10:06
to expect a 3060 90 day. For
10:08
all reoccurring services or a
10:11
one-time, follow up for a
10:13
one-time service. so once again
10:15
we’re gonna interact and
10:17
communicate to the customer or
10:18
the lead where they’re at in
10:20
the customer life cycle and
10:21
have segmented through an
10:24
automated but personal
10:26
conversation based on where
10:26
they’re at in the life cycle.
10:28
Um next thing we’re gonna do is
10:29
we’re gonna go out and sell um
10:30
so we’re gonna up sell based on
10:32
the services they have and they
10:34
don’t have and maybe possible
10:36
estimates that are in the
10:37
queue. so we’re gonna go out
10:38
and have a personalized but
10:39
automated. Experience based on
10:41
where they’re at um in their
10:44
buying journey with you that
10:46
customer journey, then we’re
10:48
gonna go out and create
10:49
advocates so those advocates
10:51
are the people that love our
10:53
services. They’re the net
10:54
promoters the nine or ten we’re
10:56
gonna get them to go out and
10:57
social media and review us for
10:59
social proof. Uh we’re also
11:01
gonna go out and get them to
11:03
give customer referrals so the
11:05
idea of the perfect customer
11:08
life cycle is being able to
11:08
talk to. Each specific leading
11:11
client where they’re at in the
11:13
process through an automated
11:14
process um on service autopilot
11:17
and be able to continue and
11:19
scale your team and as you can
11:21
see here uh in the previous
11:23
chart those sales between 10100
11:26
thousand and a million is the
11:28
biggest hurdles of growth our
11:30
sales in marketing and service
11:31
and being able to scale this
11:34
and automate it not have to put
11:35
an extra person in your office
11:37
or if you have people in your
11:38
office, We’re not replacing.
11:39
But we’re gonna use the
11:41
automation in life cycle
11:43
marketing to put them in front
11:44
of the hottest most qualified
11:45
leads when they’re ready to buy
11:47
and this process will continue
11:49
to warm them up from a cold to
11:51
warm to a hot prospect and once
11:53
they become a client, we’re
11:55
gonna fulfill. We’re gonna
11:55
network. We’re gonna welcome
11:57
them. We’re gonna wow them.
11:58
We’re gonna up sell them and
11:59
then we’re gonna keep them to
12:01
be brand advocates to go out on
12:03
social media and review us.
12:04
We’re gonna get them to refer
12:05
their family and friends and
12:07
we’re gonna create a full-blown
12:09
Liza. Marketing play here to
12:13
scale pass the growth points to
12:15
hit a million and well beyond
12:17
now you maybe thinking Mike
12:18
I’ve already broken a million
12:20
possibly and I’m kinda getting
12:21
into stage number five a growth
12:23
company. that’s my leadership
12:25
and culture or people in
12:27
systems well people in systems
12:29
can be be automated. Those are
12:31
gonna be a repetitive task and
12:32
they can be done across six to
12:34
seven different areas in the
12:36
business but uh customer
12:38
service billing scheduling
12:40
equipment maintenance um the
12:42
owner and all the different
12:42
areas those. Sub areas can be
12:45
done through a repetitive task
12:47
on a daily weekly monthly
12:48
quarterly annually basis with
12:51
instructions videos and
12:52
deadlines. so we’re taking
12:53
within the business owners
12:54
habit of the top management
12:55
head and being able to
12:56
disseminate that information
12:58
throughout the organization for
13:00
accountability and scaling of
13:01
people and systems, and then
13:03
those leaders as we go to stage
13:05
five, we need to really dial in
13:08
and tackle that um mission
13:11
vision values that strategic
13:12
leadership in that. Buying and
13:15
get that to be replicated
13:17
through the different layers of
13:18
middle management right down to
13:19
the ground floor, but those are
13:22
gonna be your five stages of
13:23
business there um and those are
13:25
the main hurdles that you’re
13:27
going to see along your journey
13:29
at least that I saw in my
13:30
business and after um learning
13:32
about life cycle marketing with
13:34
basically the same exact shirt
13:35
here um it’s been updated a
13:38
little bit but basically same
13:39
methodology, eight or 9 years
13:40
ago, would allow our business
13:41
to scale to a million and
13:43
beyond um these are. Exact
13:45
hurdles that we hit in my lawn
13:48
care and landscape business and
13:49
now um as we’re scaling simple
13:51
growth to that, seven figure
13:52
mark and hopefully well beyond
13:54
again. um these are the
13:56
exponential growth hurdles that
13:57
I’m seeing in this business as
13:58
well. So if you’re looking at a
14:01
cheat sheet of where you’re at
14:02
what you’re gonna see is your
14:03
glass ceilings. This is a
14:05
really good road map that you
14:07
can be looking ahead um and in
14:09
order to break through that you
14:12
really wanna be able to go in
14:12
and. The perfect customer life
14:17
cycle here um it all all these
14:19
steps along the way will
14:21
address the pain points above
14:23
so in closing um one of my
14:25
talks that may have been essay
14:27
three or four. um I brought
14:29
this up and propose that we are
14:31
along that customer life cycle
14:32
literally throwing good money
14:34
in the trash cans below here um
14:36
so this is just another visual
14:38
version of the life cycle
14:40
above, but you’ve got your
14:41
leads your Facebook ads. On
14:43
AdWords nineRounds banners, ed
14:47
in messenger we’re driving them
14:49
through a website or a bot, and
14:50
if they’re not ready to convert
14:52
uh hopefully we have a pixel so
14:53
we can create a targeted
14:54
audience so we can retarget
14:55
them and we have a lead magnet
14:57
to capture that lead. So it’s a
14:59
lead we own. We’re not
15:00
borrowing it from Facebook or
15:02
or so if you get the perpetual
15:04
Google slap or the Facebook app
15:05
with an algorithm uh your
15:07
business could cease to exist
15:09
for lead flow so you could be
15:11
going back to your stage two
15:12
business. Issue right here
15:14
because you’re borrowing your
15:15
traffic or your lead sources
15:17
from Google and Facebook So the
15:18
idea is we wanna capture as
15:20
many qualified leads as we can
15:21
and put them into our CRM,
15:23
which is service Autopilot
15:26
automate that system. So the
15:27
next thing is we go into our
15:29
sales funnel and we’re driving
15:29
them through. We’re hitting
15:31
with that short term nurtures.
15:33
We talked about and then we
15:34
have an automated estimate.
15:35
Follow up for the estimate 20
15:37
days to close. so we submit the
15:39
estimate the estimate follow
15:40
happens and then all the
15:41
estimate. Lose if we’re not
15:44
tracking them in our database
15:45
and be able to talk them
15:47
specifically in that customer
15:48
life cycle as a lost, Boeing
15:50
estimate or locks cleaning
15:51
estimate uh in my opinion,
15:53
we’re throwing money away
15:55
because those are leads we paid
15:56
for those are leads we can
15:57
nurture and those are leads
15:59
that we can convert back into
16:00
clients now if we’re lucky
16:01
enough to make the sale and I
16:03
know everybody watching here,
16:04
it’s not luck cuz we have a
16:06
process um we’re gonna go and
16:08
welcome them while them after
16:10
fulfillment. We’re gonna do
16:11
that 3060 ninety-day. Up and
16:13
we’re gonna create a monthly
16:15
newsletter for leads and
16:16
clients for education and
16:17
promotion so once again that
16:18
loss estimate can be funded in
16:20
to that monthly nurture now if
16:23
we had a one-time sale across
16:25
the the top, don’t have an
16:27
automated process to say if
16:28
it’s a one-time service and
16:29
within 7 days, they don’t book
16:31
a reoccurring service. We are
16:33
losing money. that’s another
16:34
hole in our sales pipeline, so
16:36
we wanna be able to go out and
16:37
up sell reoccurring services on
16:39
an automated system because if
16:40
we’re out there doing. And
16:41
doing and doing we’re gonna
16:43
forget to up sell up sell up
16:45
sell now if we’re lucky enough
16:47
to to get them coming as a
16:50
reoccurring sale, a gateway
16:52
service say say a lawn mower
16:53
and you’re fertilizing the idea
16:55
is once we get them into these
16:57
reoccurring services we need to
16:59
up sell additional services so
17:01
if you’ve been listening to
17:02
John Pot of the lawn care
17:03
Millionaire Co-founder Service
17:05
autopilot um myself, I’ve been
17:07
preaching along Jonathan’s uh
17:09
teachings is we wanna go out
17:10
and sell? Gateway services um
17:13
those are the things we can
17:15
measure online and sell over
17:16
the phone and then we’re gonna
17:17
go out and up sell ancillary
17:19
services to raise that client
17:21
lifetime value and hopefully
17:22
some of the services our
17:23
services that you can do while
17:24
you’re on the property all in
17:26
one visit. So don’t have an
17:28
automated way to go out and up
17:30
sell off your gateway services
17:32
we have a sales pipeline hole.
17:34
We’re losing some money here.
17:35
then we wanna go out and up
17:36
sell with seasonal timing. so
17:38
if you’ve seen any of the um
17:39
videos of late where people are
17:41
going out. Working with girl
17:44
drop in 6070, sometimes eighty
17:46
ask request they’re getting in
17:48
five to 6 hours um and you can
17:50
definitely build this yourself.
17:51
so I’m not promoting it. You
17:52
have to work with us as a
17:53
certified adviser, but what I’m
17:54
saying is the keys to success
17:57
that we have seen have been the
17:58
customers using seasonal up
18:00
sells with logic of they do
18:02
have they do not have this
18:04
service and then we market to
18:06
then we’re gonna go in and once
18:07
again, we’re gonna pump that up
18:09
4050 percent of that lifetime
18:10
value again and then the last
18:11
thing is going. Reactivating
18:13
your loss estimates and cancels
18:15
80% of your clients
18:18
statistically are indifferent.
18:19
They’re not happy. They’re not
18:20
mad. You just didn’t fit the
18:22
need or maybe uh their kid came
18:23
home to cut the grass while
18:26
they’re home from college, but
18:27
we’re gonna stay ahead of them.
18:28
We’re gonna nurture them and
18:29
then go out and up sell and
18:30
reactivate that service every
18:33
12 months um so when little
18:34
Johnny goes uh you know isn’t
18:37
going to college anymore, he
18:38
graduates and he leaves they’re
18:39
gonna need somebody to cut the
18:40
lawn who’s gonna be top of for
18:42
you are gonna be top of mind
18:43
because you’ve been nurturing
18:44
them. Through the process um
18:47
over the last 4 years, so like
18:49
I said they didn’t get ready
18:51
because they weren’t happy or
18:52
unhappy. they just had another
18:53
option they had to tag in there
18:55
so we don’t wanna take those
18:56
law assessment, cancel people
18:59
um and forget about we paid
19:01
good money to acquire those
19:02
needless nurture and up sell an
19:03
annual basis so um as we wrap
19:05
this up, hopefully that was
19:06
helpful, but a lot of people
19:07
wanna know what are those
19:09
hurdles of growth as I’m
19:10
scaling this business, so I
19:11
wanna take a look at the five
19:12
stages of business and what are
19:14
the hurdles to growth um as
19:15
it’s is your business. As a
19:18
side job, it’s time as you are
19:19
self employed for the first
19:21
time, it’s getting those lead
19:22
now that we’ve gone in and got
19:24
to about $100000 Mark revenue.
19:26
It’s creating new sales and
19:28
then going for stage three is
19:31
marketing and service and then
19:34
people and systems and
19:35
leadership and culture and the
19:36
secret to that success the
19:38
breakthrough those barriers of
19:39
growth is um life cycle
19:41
marketing and creating that
19:42
customer uh life cycle. We need
19:45
to be able to talk and segment
19:46
to where they’re at service
19:47
specific client or lead and
19:50
have an automated but personal
19:51
conversation about time. Back
19:53
and empower your team to get in
19:55
front of the most qualified and
19:56
hottest leads in real time when
19:58
they’re ready to buy. so
19:59
hopefully that’s helpful, but I
20:01
wanted to break it down as a
20:02
weekly talk show coming at you
20:03
back again next week. 1 PM
20:06
eastern 12 PM Central Mike
20:09
Callahan with simple growth
20:10
certified Adviser for Service
20:12
Autopilot um and really excited
20:14
to continue helping and grow
20:16
the knowledge of the ecosystem.
20:18
so we’ll see you again right
20:19
back here. Essay Weekly Talk
20:21
show twelve Central 1 PM
20:22
Eastern. Mike Callahan uh with
20:25
growth certified adviser of