00:00
Welcome back to the SSA Weekly
00:02
Talk Show, your host Mike
00:04
Callahan right here coming in a
00:05
little bit earlier right before
00:06
the holiday weekend coming up
00:09
in the states and uh happy
00:11
candidate for our Canadian
00:13
viewers as well. Uh missed last
00:14
week because I’ve been really
00:15
knee deep in uh helping people
00:17
as a certified adviser of
00:18
service autopilot set up their
00:20
systems with uh 2 day one on
00:22
one deep dives um but really
00:24
important I thought to get back
00:25
and answer some of the
00:26
questions that have been pres
00:28
submitted for the Essay Weekly
00:29
Talk show. So, what we’re going
00:29
to be talk about today, I’m
00:31
going to open up my screen and
00:32
dive into it but what we’re
00:34
really going to talk about is
00:35
um the office Workflow. one
00:37
service autopilot is set up.
00:39
How do we utilize a
00:41
standardized Workflow? So, if
00:42
you have separate admin or
00:44
different people working in
00:44
your office or maybe you have a
00:46
manager working in the field
00:47
and out of the field, how do we
00:48
create a predictable Workflow
00:49
to make sure the data intake
00:52
and the call intake from leads
00:54
and estimates and everything
00:55
else that goes on in your
00:56
office is standardized. So,
00:57
what I’d like to call it is the
00:58
six to eight of success. So,
01:00
what we’re going to do is take
01:01
all the features and functions
01:03
of service autopilot. Once it’s
01:04
fully set up and consolidate a
01:07
standardized workload for
01:08
predictable results and um a
01:11
process that the business owner
01:12
and manager doesn’t have to
01:13
babysit and if the business
01:15
owner or manager is still
01:16
working in the office or in the
01:17
field, that’s totally fine.
01:18
What this is going to do is
01:20
streamline your process and
01:22
start to buy some of that time
01:23
back. So, without any further
01:24
delay out, what I’m going to do
01:25
is open up a slide deck here. I
01:29
I had some problems with my
01:30
second monitor so it’s actually
01:31
going to have some previous
01:32
slides on on the left uh
01:33
nonetheless, you be able to see
01:35
exactly what I’m talking about
01:36
and how to actually build this
01:38
um system in your business.
01:41
inside service autopilot. So,
01:42
uh I’m really excited to show
01:45
you this but basically, we’re
01:46
going to talk about to get your
01:47
service autopilot ready for
01:50
2021. So, a lot of times in the
01:51
spring season, uh we have an
01:53
influx of work. Our offices
01:54
aren’t necessarily set up for
01:56
success. Uh we’re kind of
01:58
scrambling to get it going but
01:59
right now going in to July is
02:01
really probably one of the best
02:02
times to do that because things
02:04
are going to start to slow down
02:05
after the holiday season. Um
02:06
far as the craziness. let’s
02:09
focus on getting process and
02:10
systems built in and built uh
02:13
with the process before things
02:15
ramp back up the end of August
02:16
and September again and in
02:17
addition, what we find is most
02:19
business owners here after the
02:20
holiday will start to take
02:22
their foot off the gas pedal
02:23
whether it’s working on the
02:25
systems in the business or even
02:26
in the sales inside the
02:28
business. So, really it’s
02:29
important right now to dial in
02:30
and really accelerate because
02:32
bottom line profit are made in
02:34
Qthree and especially Q four.
02:36
So, rolling into just the
02:37
beginning of uh Q three quarter
02:40
three. If you’re watching this
02:41
starting in July, this is a
02:43
prime time to actually dial
02:44
this in and get this going for
02:45
yourself. So, uh without any
02:47
further delay, I’m going to
02:48
kind of walk through and build
02:49
this out. So, first thing we
02:50
want to look at what are the
02:51
key factors for better profits
02:53
with service autopilot in 2021.
02:55
So, we want to be able to
02:56
create estimates and ensure
02:57
profits have jobs with budgeted
02:59
times. It can be tracked for
03:00
accountability jobs, um have
03:04
job costing and overhead
03:05
recovery built into them A
03:07
process ensures that budgets
03:08
are being reviewed daily. So,
03:09
we’re going to review how we do
03:10
this in the office, public
03:12
accountability, and reward your
03:13
team members based on
03:14
production and quality. So, we
03:16
not only want a production
03:18
standard but a quality standard
03:19
to go along with it. Having
03:20
systems that track and report
03:22
this automatically for you. So,
03:24
one thing that is kind of crazy
03:26
is we’ve got all this data
03:27
coming into the software and
03:28
it’s really um it’s really
03:30
important for us to use
03:31
especially if you Good day and
03:33
a good data coming out. We need
03:35
to go in and actually take the
03:36
time to look at it. Well, um
03:38
either later today or in the
03:39
next essay Weekly depending on
03:41
the time constraints here. I
03:42
will actually show you how to
03:43
get this out data out of essay
03:45
automatically for you to be
03:46
able to make those financial
03:47
decisions and be able to see
03:48
where you’re at every day,
03:49
every week, every month and at
03:50
the end of the year and at the
03:52
end of that, we want to be able
03:53
to set a process for raising
03:55
prices with no emotions. So,
03:56
based on the actual job, not
03:57
just going out haphazardly and
03:59
raising our price. is $5 a
04:00
visit or percentage across the
04:03
board. want to be able to take
04:04
that data inside service,
04:06
autopilot and be able to raise
04:06
our prices too depending on
04:08
average with no emotions. So,
04:10
those are the things we’re
04:11
going to be talking about but
04:11
the main thing we’re going to
04:12
be focusing on today is what is
04:16
the Workflow in the office
04:17
leading up to these things to
04:19
create success and then I’ll
04:20
have another um probably next
04:22
week. the Es a week we talk
04:22
show will go over how do we
04:24
actually take all this data
04:26
with the standardized system
04:26
and automate it and go in and
04:29
uh have price racing and things
04:30
like that. So, that’s what
04:32
we’re going to be diving into.
04:33
So, what we want to do is
04:35
standardize our lead intake for
04:36
predictable and scalable
04:37
results. So, uh back in the
04:39
day, we were running all the
04:40
estimates out of the truck
04:41
here. So, we had a printer, we
04:43
had a laptop and a WiFi
04:45
connection. We’re running
04:46
service autopilot literally
04:48
right out of the truck uh on
04:49
the other side of the screen
04:51
here, you can see uh this is me
04:53
actually at a uh print house
04:55
where we went out and sent uh
04:58
probably about forty to $45000
05:01
direct mail. uh to properties.
05:04
that were surrounding our
05:05
existing client base. as well
05:08
as every door, every door,
05:10
direct mail links to all the
05:12
neighborhoods that we serviced
05:13
and the surrounding
05:14
neighborhoods around them but
05:15
as we went in and exploded the
05:19
lead intake and the estimate
05:20
request, we needed a process so
05:22
you can’t mail out 4440 to
05:25
$45000 worth of advertising in
05:27
thirty to 35 days and um not
05:29
have a process ways to handle
05:31
it. So, this is one thing that
05:32
I learned when I actually went
05:35
to service autopilot, Original
05:37
Office from the Cofounder
05:38
Service Autopilot and of the
05:39
Lawn Care Millionaire. Well,
05:41
Jonathan um helped me kind of
05:44
develop this process because
05:46
basically, I went to their
05:47
office before we went really
05:49
nuts and blew past a million. I
05:51
wanted to make sure the office
05:52
and the Workflow Inside Service
05:54
autopilot was set up in such a
05:56
way that it could handle the
05:58
load of calls coming in and we
05:59
could provide a great customer
06:01
experience externally for our
06:02
leads and clients as well as
06:04
internally for our staff and
06:05
not have them go crazy. So, um
06:07
after four or 5 years after
06:09
meeting with Jonathan, this is
06:10
the process I refined in my
06:12
office and we help out. Other
06:14
companies do this as well as a
06:15
certified adviser but the first
06:16
place you want to start looking
06:17
at is and it seems very
06:19
simplistic and if you already
06:20
have service autopilot, this
06:21
may seem like review but trust
06:23
me, this is where the benefit
06:25
comes in and this is where we
06:27
go in and train all the new
06:28
admin that we work with to this
06:30
process. So, this is a very,
06:31
very important thing but we
06:33
should be going into the green
06:35
plus icon here and adding a
06:36
lead. So, we’re always entering
06:38
a new person in the system’s a
06:39
lead, not a client. Reason
06:41
being is we want to be able to
06:42
go in and be able to see how
06:43
many people are leads that can
06:45
become a client and then, how
06:46
many people are a closed out
06:47
lead that are beyond the point
06:48
of no return and then through
06:50
marketing, we can actually go
06:51
out and nurture them and then
06:53
upsell them um a service when
06:55
they’re ready to buy but the
06:57
idea is we need to get their
06:58
first name and last name here.
06:59
If it’s a commercial client,
07:01
we’re putting the company’s
07:02
name in here and we’re going in
07:05
and filling out the service
07:06
address that’s going to
07:07
automatically populate in the
07:08
billing address and we want to
07:10
make sure that we have um Email
07:15
and II recommend putting all
07:16
the phone numbers in the
07:17
cellphone field because it is
07:19
going to be able to tap into
07:20
two way texting natively in the
07:21
message center as well as
07:23
automations. Now, if it’s not a
07:25
cellphone, that’s okay.
07:26
Eventually, it may turn into a
07:27
cellphone because most
07:29
Landlines are going to voice
07:30
over IP which acts like a
07:32
cellphone receive and send text
07:34
messaging as well as most
07:35
landlines are now going to
07:37
cellphones as well. So, that’s
07:38
kind of the main area that we
07:39
need to take a look at here. Um
07:41
one other thing I’m looking at
07:42
master property if you have one
07:44
master property, uh let’s say a
07:46
management group. if you have
07:47
multiple sub properties below
07:48
that you can hit that in all
07:50
your property show. You can
07:51
assign that to a master
07:53
property if it’s a new property
07:54
underneath a master property.
07:56
So, the next thing is under the
07:57
details We always want to go in
08:00
and take in the account type,
08:02
commercial or residential. Even
08:03
if you do only one of the other
08:04
residential or commercial, I
08:05
highly recommend you putting
08:06
this in here. Reason being,
08:08
it’s great for database
08:10
segmentation for your
08:12
marketing. So, automating um
08:14
residential, commercial, uh
08:15
different marketing through
08:17
automations, you can have
08:18
different communication versus
08:19
residential, commercial and
08:20
it’s also a great place to
08:22
start to segment your reporting
08:24
as well. So, by clicking this,
08:25
you can dial into the report
08:28
center by LG Inside Service
08:30
autopilot and really dial into
08:32
your commercial residential
08:33
work as well. So, I think that
08:33
is a major thing that we want
08:36
to take a look at and um have
08:38
our team do. So, if we go back
08:39
first, we’re filling this in
08:40
first name, last name, company
08:42
name, service, address, billing
08:43
address, Email, cellphone, Next
08:47
tab across the top is details,
08:48
commercial or residential and
08:49
then the third tab is the
08:51
billing tab. If we wanted to go
08:54
in here, Uh actually we need we
08:55
skipped one here so we’re down
08:56
at the bottom. We’re going to
08:58
the third tab, the sales tab
09:00
source. How do they hear about
09:01
it? Was it from the every door
09:02
direct mailing? Was it a by a
09:05
client that already exist. We
09:06
want to go and be able to track
09:08
how do they hear about us. Once
09:08
again, we’re going into the
09:09
reports later in saying, how
09:11
many people came from this
09:13
marketing source? What was the
09:14
ad spend? And then, we’re going
09:16
to be able to figure out what
09:16
is the conversion ratio. So,
09:18
from lead to client per
09:20
marketing source and we’re
09:21
going to get a average client
09:24
acquisition cost from that and
09:26
once again, a client lifetime
09:27
value. So, a Facebook ad may
09:29
cost you $150 to get a new
09:32
client and they were eight to
09:34
$10000. On average, we’re a
09:36
home adviser and may cost you
09:38
$30 to get the client and
09:39
they’re only worth two to $300
09:40
on average. So, obviously, the
09:42
higher cost of acquisition
09:44
through Facebook is higher but
09:46
the client lifetime value is
09:47
probably going to be better
09:48
than let’s say HomeAdvisor ad.
09:50
Um obviously making this a
09:52
fictitious that each market is
09:53
different how that’s going to
09:54
run out but you get the idea
09:55
but the cool thing is if your
09:57
admin is sticking this in
09:58
twelve to 8 months from now,
10:00
you’re going to have all that
10:01
data at your fingertips
10:02
automatically pulled up a
10:03
report and I’ll show you some
10:04
screenshots of those reports.
10:05
This is how we build a
10:06
marketing system. Um so, a lot
10:07
of times we’re just haphazardly
10:09
right down on a piece of paper
10:11
in the office. We need to get
10:12
this in and take it in in a
10:14
standardized way. I’m going to
10:15
show you another way to do that
10:16
with a uh phone intake form but
10:19
we want to tackle those areas
10:20
and then the last thing once
10:21
they become a client, um we can
10:23
take a look at it. We have
10:25
billing here and this is where
10:25
that’s going to be So we can
10:27
set when to invoice. So,
10:28
whether it’s daily, weekly,
10:30
monthly, or a custom day of the
10:31
week, say that the fifteenth of
10:31
every month That’s something
10:33
you need to do in your business
10:34
but this is where we can
10:36
override the default of the
10:38
system and then we have Office
10:40
notes as well. So, those are
10:41
the main areas that we’re
10:42
training in admin to for basic
10:44
Workflow that’s streamlined but
10:45
once again, we’re really only
10:46
working one tab in the system.
10:47
We’re going to consolidate that
10:48
Workflow down to the six to
10:50
eight screens of success. Now,
10:52
the next thing is if you’re
10:54
using a pro plots in service
10:56
autopilot, highly recommended.
10:57
that’s the automations part.
10:59
It’s going to give you the
11:00
ability to marketing automation
11:02
and to automate up to five of
11:04
these reports that we’re
11:05
looking at, you can have them
11:06
automatically emailed daily,
11:08
weekly, monthly, quarterly,
11:09
whatever you want but that pro
11:10
plus subscription is going to
11:12
be a valuable of marketing.
11:13
It’s going to give you this A
11:14
for auto assist and it’s going
11:16
to give you the ability to
11:17
automate up to five reports and
11:19
the main thing here is that we
11:21
want to go in under this A for
11:23
auto assist and this is a
11:26
shortcut key. So, this is ideal
11:27
because we’re once we’re
11:29
working this lead or client
11:30
screen, we’re not going hunting
11:32
and trying to click on a bunch
11:33
of things to get where we’re
11:34
at. We’re going to streamline
11:35
the Workflow. Once again, we’re
11:36
working the same screen and
11:37
we’re going to get that admin
11:39
trained up as quick as
11:40
possible. So, what I’ve got is
11:41
a fillable lead sheet or phone
11:43
intake form here and we click
11:44
that and what that’s going to
11:45
do is literally go in. Um so,
11:48
Debbie Sardine of Cleaning
11:49
business Fundamentals CBS has
11:51
allowed us to share this uh but
11:52
we make this for lawn care and
11:53
home cleaning companies, pest
11:55
control uh but this is
11:56
something that um I kind of
11:59
developed when I was using
11:59
service autopilot my business
12:01
and now that we’re helping
12:02
people set it up, is that we
12:05
really want to create a
12:06
standardized form. So, first
12:08
name, last name, cellphone. uh
12:10
if they didn’t select how they
12:11
heard about it, we’re going to
12:12
ask about that. Is this one
12:13
time or ongoing service Uh are
12:16
you looking for weekly or
12:17
biweekly mowing or weekly or
12:18
biweekly cleaning? Um have you
12:20
ever hired a professional
12:21
before? What’s important when
12:23
hiring a professional? So you
12:24
get the idea? We’re going in
12:25
and grabbing the information
12:26
that you need. Um standardized
12:29
from your admin staff and
12:31
basically this can be saved in
12:33
custom fields on the back end
12:35
and easily located um on the
12:37
bottom of the leader client’s
12:39
screen. So, once again, we’re
12:40
working on one screen, fully
12:41
systematized and it can be
12:42
delegated for predictable
12:44
results. We can train somebody
12:45
within five to 10 minutes how
12:45
to fill this form out and then
12:47
they’re getting the information
12:49
you need each and every time.
12:51
Next thing is a lot of people
12:52
when we work with them, do not
12:54
have website lead captures. So,
12:55
they may have a WordPress form
12:56
or something with Wix uh but
12:59
basically, what you really need
13:00
to do in my opinion is go into
13:02
forms and service autopilot and
13:05
go in and create an estimate
13:06
request form and that estimate
13:08
request form is going to be
13:12
placed on your website. So, the
13:13
published tab and you give the
13:15
stripped HTML codes, your
13:16
Webmaster, their mobile
13:17
responsive. They work great. Uh
13:19
we have a couple of people up
13:20
here given us permission to
13:22
share some of the stuff that
13:23
we’ve built with them or
13:24
they’re using uh Garrett
13:26
Matthews out of Shreveport,
13:26
Louisiana. Uh this a service
13:28
autopilot form. So, you put
13:29
your first name, last name and
13:30
some information. what services
13:32
you’re interested in and then
13:33
that goes in its segment. A
13:34
short term nurture and uh based
13:36
on the service they’re
13:37
interested in and it also
13:38
notifies someone in your office
13:40
through a ticket now or a to do
13:42
basically to go out and get
13:43
that estimate done. Other thing
13:46
I really recommend is tying in
13:47
your service autopilot forms
13:48
into your social media and So,
13:51
uh one of the next shifts if
13:52
you saw my essay um Talk
13:55
virtually last year, we talked
13:57
about the new shift in buying.
13:58
So, we’re talking about on
14:00
demand buying with the
14:02
expansion of COVID, and
14:02
everything being being
14:03
accelerated. you’re Ubers, your
14:04
Netflix or Amazon. they figured
14:06
this out. Well, Lawn care and
14:07
home cleaning companies or
14:08
service businesses can do this
14:09
as well. So, what we’re looking
14:11
at is Rob Tren here at Tren
14:14
Landscape is got it dialed in
14:15
but Rob has a bot on his social
14:17
media here um and this is what
14:18
we out for him but it ties in
14:21
the service autopilot and
14:22
automatically syncs all the
14:23
data and the service autopilot
14:25
including property specific
14:26
pricing. So, what we’ve done is
14:27
built this bot out. It goes
14:29
through uh an API where two
14:31
softwares can talk. It pulls
14:32
the information from the square
14:34
footage of the lawn or the
14:35
property into the bot and
14:37
automatically calculates the
14:39
price based on Rob’s pricing in
14:40
a price matrix. So, once we’re
14:42
again, we’re taking that bot
14:43
for on demand buying and
14:45
syncing it with service
14:46
autopilot and pumping the lead
14:47
information in and potentially
14:50
the new client information
14:51
where they can sign up
14:51
automatically through the bot
14:52
in the essay. So, no double
14:54
entry and we’re eliminating
14:56
that multiple system chaos Now,
14:58
it’s not only for social media
15:00
Uh Rob has entrusted us to
15:02
actually get this on his
15:04
website. So, we gave him the
15:05
code and now he has a live bot
15:06
on a social and his website.
15:09
So, live On-demand Quoting
15:10
signing up and then it sinks
15:11
into service, autopilot and
15:14
triggers. Um the additional
15:15
tickets and information that
15:17
needs to happen with that new
15:18
job sold over the Bot social
15:19
media. Uh Instagram, and the
15:23
website. Now, the last thing
15:23
you hear is best practice is um
15:26
an exit. Pop up on the website
15:28
for that bot. So, literally,
15:30
when you hover to get off that
15:31
website, maybe go to your next
15:33
competitor. Um this pops up,
15:35
get an instant quote and that
15:36
happens within two to 3 minutes
15:38
but the idea is we want to have
15:39
all these different entry
15:41
reports being standardized into
15:42
service autopilot, no double
15:43
entry and duplicate checking.
15:45
So, the way we’ve done this is
15:47
we’ve used a Vthree form with
15:48
Duke checking in sync uh
15:49
Facebook Messenger bots and the
15:53
estimate request from the
15:54
website and we drag them all in
15:55
the service autopilot for
15:56
standardized intake. We’re the
15:57
admin would take over now. Now,
15:59
next thing is, if you’re using
16:02
this uh the Messenger platform
16:04
or even an essay, we’re going
16:06
to recommend is SMS text
16:08
messaging so we can actually
16:11
take that bot and still sync it
16:12
with service autopilot but they
16:13
don’t have to be on your
16:14
website or social media. They
16:16
can actually text AA number. um
16:19
or use a QR code and actually
16:22
go through the same automated
16:23
online um on demand buying
16:25
estimate text message and we
16:28
can use this on our websites,
16:29
vehicles, mailers, ninerounds,
16:32
and door hangers. Um so, this
16:33
is a great way to create
16:35
another area of online on
16:37
demand buying of estimating and
16:39
then drive in service
16:40
autopilot, no duplicate,
16:41
alright? With no with no
16:43
Basically, it’s a duplicate
16:43
checking and it triggers a
16:45
ticket or to do in the system
16:47
for someone in the office to
16:48
make sure it’s followed up on
16:49
it. What should happen happens
16:51
each and every time. So, um
16:52
really really important in my
16:53
mind when we we train this out
16:55
and build this out in your
16:55
office. We’ve the website,
16:57
social media, Instagram, text
17:00
messaging, and QR code. It’s
17:01
all now being synced into
17:03
service autopilot visual clues.
17:06
So, once again, we don’t want a
17:08
death by a thousand clicks. If
17:10
we’re not training a new admin,
17:10
they’re going to go and build
17:12
their own kind of Workflow.
17:13
Well, I recommend kind of using
17:15
this Workflow and you may tweak
17:16
it for your office but this is
17:18
what we’ve done with hundreds
17:18
of people here um and Essay six
17:21
when I gave my Talk, this is
17:23
exactly what I was talking
17:24
about with Chris Pulpy who now
17:26
works with launch and support
17:28
and they’re doing an amazing
17:29
job over there at service
17:30
autopilot uh but really as a
17:31
certified advisor trying to
17:32
come in and help uh build a
17:35
workforce, at least expose the
17:36
Workflow that we used in my
17:39
seven-figure business as well.
17:40
Um Erin says, love this. Erin.
17:42
thanks for the feedback,
17:43
brother. Uh hopefully this is
17:45
helpful. So, uh next thing is
17:47
if the when you’re searching
17:49
here on the magnifying glass,
17:51
you’ve got basically four types
17:52
of people in the system. so you
17:54
have a lead and that’s a little
17:56
avatar of the person with the
17:57
red L Now, what I’m going to
18:00
recommend is if we lose an
18:01
estimate and they don’t have a
18:02
service with us, we’re going to
18:04
close that lead out and there
18:06
would be no avatar. so you’ve
18:07
got a lead or a Now, we can see
18:09
them but when we go into this
18:11
uh magnifying glass. now, we
18:13
have visual clues. So, the
18:14
other visual clues this long
18:16
gray bar here. So we can see
18:18
that that long gray bar is
18:20
another visual clue that it’s a
18:21
lead because when they become a
18:22
client, there’s three distinct
18:24
columns. So, once again, we’re
18:25
training visual clues to
18:27
minimize the clicks and really
18:29
stay focused on the six to
18:30
eight screens of success. Now,
18:32
on the left here, you can see
18:33
this red L, That’s a lead.
18:35
There’s nothing here. This is a
18:36
closed lead a little avatar.
18:38
The person next to it is a
18:40
client and now that avatar with
18:42
a diagonal slash through it is
18:43
a cancelled client. So, now,
18:45
we’ve created a segmentation
18:47
for reporting and visual clues
18:48
where people are at. Now, if
18:50
someone cancels and they come
18:51
back to become a client, we can
18:52
convert that cancelled client
18:54
back into a client or we can
18:55
take the clothes lead and
18:56
convert it back into a lead,
18:57
estimate it, and then
18:58
eventually, hopefully drive
18:59
them into a client but these
19:00
are the different areas for
19:02
reporting that are really
19:03
important. We’ve set the
19:04
foundational Workflow all the
19:06
way through Now, action items
19:09
for success. This can be done
19:12
in Vtwo or Vthree. Both work
19:14
really well. Uh we actually use
19:16
uh with simple growth as a
19:18
certified adviser, we use the V
19:19
three forms exclusively for
19:21
website lead capture. Um
19:23
they’ve got a couple extra
19:24
things in there that work
19:25
especially duplicate checking.
19:27
um and the the in that can be
19:29
manipulated uh a little bit
19:31
more uh but the main things
19:33
you’re looking at whether it’s
19:34
Vtwo or Vthree, I’m going to
19:35
stick with Vthree here. Um you
19:37
want your first name and last
19:38
name in here they need to be
19:40
mapped back right here to First
19:42
name, last name. The address
19:44
needs to be mapped back to
19:45
service address. So, when the
19:46
software sees that information
19:48
filled in, it maps it back to
19:50
the particular leader client.
19:52
Um other thing that you’re
19:53
going to need to do is we want
19:54
to maybe create some tags on
19:56
submit. So, if we have some
19:57
tags, um basing on what
20:00
services they want, we want to
20:02
auto approved, create on cement
20:03
and we want to create and
20:05
submit the the lead on submit.
20:07
So, if that auto auto approved
20:10
credit and is not checked that
20:12
form We’ll take a snapshot of
20:15
it and they’ll be sitting on
20:15
the leader client’s record but
20:17
that data as far as the custom
20:19
fields of the variables that
20:20
you’re collecting will not sit
20:22
on the actual leader client’s
20:24
record when we’re going down
20:25
and looking at. So, once again,
20:26
we want to minimize the clicks
20:27
and just streamline the
20:29
process. We’ve gotta have that
20:30
all hooked up before deploy
20:32
them and that’s going to be
20:33
also for your phone intake form
20:34
as well. So, action items for
20:37
success. Uh we want to learn
20:40
about why we’re winning and
20:41
losing these estimates the
20:43
reason. So, we want to go to
20:44
the gear icon in the upper
20:46
right hand corner and we’re
20:47
going to go into estimate
20:48
reasons right here and these
20:50
are the reasons you can add an
20:52
estimate reason. So, if someone
20:55
wins an estimate or loses the
20:56
estimate like, hey, missus
20:57
Smith, you know, I’m asking why
20:58
did you hire us or hey, uh
21:00
unfortunately, you’re not going
21:01
with us but if you don’t mind
21:02
me asking, why are you not
21:03
going with this? Well, they
21:05
decided to do themselves. They
21:07
gave the business to a friend.
21:08
We were too expensive. We never
21:10
got back to him in time. What
21:11
are these issues? So, we can to
21:13
track and see why we’re winning
21:14
and losing work. There may be
21:16
some issues that we can dial in
21:17
once we have some data on it to
21:18
actually go and improve our
21:20
customer service and Workflow
21:21
but if we don’t track it, we
21:22
don’t know Data talks, emotion
21:25
walks. So, the next thing is
21:27
the cancelled service reason.
21:28
So, when people can’t, your
21:30
service, we probably should be
21:33
asking them why they canceled
21:35
uh a pro tip as we started the
21:37
scale. Obviously, you’re going
21:38
to lose customers um here and
21:40
there. It doesn’t matter how
21:41
good your service is.
21:42
Eventually everyone’s going to
21:43
cancel at some point. Um Why
21:46
not put a process in place for
21:47
that admin or a manager has to
21:49
get on the phone with them
21:50
before they can cancel. So,
21:51
there’s two reasons why we’re
21:52
doing this. A, we’re going to
21:53
make sure that that admin or
21:55
manager is going to track why
21:56
they’re cancelling. So, we know
21:57
and I’m going to show you some
21:58
stats here in a bit. Um the
21:59
other reason is like you may be
22:01
able to save that cancellation
22:03
or churn uh just by having a
22:06
simple conversation. It may be
22:07
something as stupid as the guys
22:08
or girls aren’t blowing off the
22:09
back patio on a regular basis
22:10
and you might just say, hey,
22:11
listen, let me let me copy you
22:13
a free mowing next week. And
22:15
let’s make sure that it’s taken
22:16
care of and moving forward If
22:18
it happens again, you know, we
22:19
understand you want to leave
22:20
but let’s try to make it right.
22:21
Um but something simple as that
22:24
may be able to save a
22:25
cancellation and if it cost you
22:26
100 to $150 to get a new
22:28
client, it’s worth maybe giving
22:31
up a free money when you’re
22:31
part of a mowing to actually
22:33
fix that problem and get ahead
22:33
of it but if you just let
22:35
people cancel without having a
22:36
conversation and requiring it.
22:38
Um my feeling is you’re missing
22:40
out on a lot of opportunity to
22:41
save cancellations. So, I do
22:44
estimate one and loss
22:46
cancellations. Reason why we
22:46
kind of talk about this before
22:48
but we really want to see the
22:50
trends, why people are hiring
22:51
us and why they’re not hiring
22:54
us in new market trends. So, if
22:56
we weren’t tracking these
22:57
numbers, and trends, we
23:00
actually started this online
23:01
automated bots about five
23:03
almost 6 years ago in my lawn
23:04
care company um but we started
23:06
to see a trend that people are
23:08
buying online and requesting
23:09
more estimates online and then
23:11
with Uber, Netflix, all the
23:12
other things going on that’s
23:13
just to shift but very similar
23:16
to Wayne Gretzky, the hockey
23:17
player. Uh Wayne always wanted
23:19
to be where the puck was going
23:20
to be not where the puck was um
23:22
and that was his key to success
23:23
because he was looking to the
23:25
future of the game and where
23:27
the play was going to go and
23:28
not where it was at and he he
23:30
he predicted with great
23:32
success. Well, I’m going to
23:33
suggest you do the same. It’s
23:34
the same thing in your business
23:34
if you don’t track these
23:36
things, you will have no
23:38
benchmark to say, hey, where’s
23:39
the market going and how do I
23:40
get ahead of it? Be an early
23:42
adopter that’s been one of the
23:43
key of my lawn care company and
23:45
simple growth is we have been
23:47
um really aggressively looking.
23:50
Where is the next shift in
23:51
buying or technology Automation
23:54
is still somewhat new in the
23:55
service industry. believe it or
23:56
not. Uh I’m going on probably
23:59
nine or 10 years at least of
24:00
automating my lawn care
24:01
business and that was a huge
24:03
shift. No one in my market knew
24:05
what we’re doing or what the
24:06
success was coming from um but
24:08
it was automation. It was
24:10
automating some of those
24:11
ninerounds and all the
24:11
different things we do and talk
24:12
about but taking a look at it
24:15
right now. If you haven’t
24:16
jumped on the automations
24:17
bandwagon, it’s probably a good
24:18
time to do that with pro plus
24:19
and service autopilot because
24:22
that’s where the is but it’s
24:23
still early adopters. So,
24:25
there’s a lot of time to adopt.
24:27
um but without this data, some
24:29
of that stuff may not might not
24:31
be as um powerful. So, next
24:34
thing is action items. We want
24:36
to add our cancellation reasons
24:37
and how we do that is we go to
24:39
the gear icon um and
24:41
cancellation reasons here and
24:42
we go in and put this in here
24:45
So, standardize the Workflow to
24:47
create predictable success. Um
24:49
so, when we go into the gear or
24:51
the report center uh in the
24:53
report center is and I’ll have
24:55
a screenshot here in a minute
24:56
but basically on the left,
24:57
there’s a little icon that
24:58
looks like a toaster oven. The
24:59
numbers that we’re going to
25:00
start to look at is how many
25:02
leads were generated. How many,
25:04
how many of those leads were
25:06
converted into a client What is
25:08
the percentage from lead to
25:10
clients and converting a new
25:12
prospect into a paying client
25:14
and cancellations. So, churn,
25:16
how many people cancelled and
25:18
why are they cancelling? So,
25:19
that’s why those cancellation
25:20
reasons are important and
25:21
what’s the average percent of
25:23
new growth Uh from twenty to
25:25
twenty-one and and let’s take a
25:27
look at it because a lot of us
25:28
probably at this point just
25:28
have our heads down and and we
25:29
haven’t looked yet. We’re just
25:31
going going going but let’s
25:31
take a half a day or maybe over
25:33
the holiday weekend and see
25:35
where we’re at compared to last
25:36
year and where are we going and
25:37
where we aren’t growing. Uh so
25:39
this is right out of one of our
25:40
sample test accounts but we had
25:41
some fictitious data here of
25:42
2015 through twenty So, it
25:46
looks like this test client
25:48
basically would be. they just
25:49
started out in 2015. They had
25:50
Thirty-four leads and 100% of
25:52
return new clients probably, if
25:54
this was a real client, the
25:56
company, they would probably be
25:57
under pricing and just winning
25:58
all the not uncommon. Now, we
26:00
bumped up to 101 and we won
26:02
Ninety-six. We’re closing 95%
26:04
of our estimates. Probably the
26:05
same thing. We haven’t worked
26:06
out our pricing and we’re
26:07
probably basing it on market
26:09
pricing what we think the
26:10
market will demand. What we
26:11
really need to go is what is
26:12
our hourly to operate with a
26:16
percentage profit margin built
26:18
in with a realistic pay for the
26:21
business owner um and then,
26:23
what is it with at least a fair
26:25
market value of the business
26:26
owner’s expense. So, now, you
26:27
can probably get a little savvy
26:28
in 2017. Uh we’re invested some
26:31
money and now we’re at a 57%
26:33
close ratio. So, 57% of the
26:35
estimates we’re winning uh and
26:38
become clients so that’s
26:38
probably pretty realistic. So
26:39
now this happens when uh Itty
26:41
bitty company kind of starts
26:42
moving up. You got 271
26:43
estimates basically put out
26:45
that year at least for new
26:46
leads. Now, you double down and
26:50
your conversion ratio goes down
26:51
to 51% but you got 461 leads or
26:55
prospects um and we’re hovering
26:57
around 50%. That’s probably
26:58
okay. Fifty to 65%. Um some
27:01
would argue that maybe your
27:02
prices are too low but if
27:03
you’re doing this correctly and
27:05
you automate it, you follow up
27:06
uh five or more times because
27:08
statistically 80% of all your
27:09
estimates are closed on five or
27:10
more communications and I’m
27:12
recommending they should be
27:13
Email, text, and phone calls or
27:14
ringless voicemail bombs but
27:15
now we’re we’re driving We got
27:19
869 estimates um and we’ve
27:21
converted it. 41% still not too
27:23
shabby at that volume and
27:25
you’re probably doing some
27:26
really good um estimating at
27:28
this point now in 2020
27:30
fictitious here, you’ve got
27:32
1100, you’re closing at 35%.
27:34
Well, probably not too shabby
27:35
honestly at that number like we
27:37
probably want to get a little
27:38
bit higher but that’s very
27:39
respectful. If this is a real
27:40
company, I think that that
27:41
would be that would be
27:42
acceptable Now, the issue here
27:45
is we’re not paying attention
27:47
to how many people are
27:47
cancelling. So we’re running as
27:49
many people through this
27:50
basically imaginary funnel
27:51
right now and just as many
27:52
people are starting dropout and
27:54
cancelled. So, all the new
27:55
clients come in and all the
27:56
clients go out and cancel. So,
27:57
we want to keep an eye out of
27:59
not only the prospects and
28:00
conversion and new clients but
28:01
we want to look at terminations
28:03
so, it wasn’t too bad as we’re
28:05
going here um but then
28:07
something happens here pretty
28:09
significantly between 2019 and
28:10
2020 like they almost double.
28:13
Um so, if this was a real
28:14
company, I would look at this
28:15
because we’ve got some issues
28:16
here. So, let’s go into the
28:18
cancellation report and see why
28:19
did they cancel what’s going
28:21
on? Is it maybe people are just
28:23
moving out of the area that you
28:24
service and you can’t control
28:25
that or right here. Um not
28:29
happy 17%. So, increase uh year
28:33
to year growth. They were
28:35
growing pretty good here,
28:36
fictitious and then wait a
28:37
minute, we’re actually going
28:39
backwards in 2020. So, these
28:42
are numbers that we need to um
28:44
take a look at here in your
28:46
cancellation percent was about
28:47
thirty 1738 38%. Boom. Now it’s
28:50
up to almost 75%. You’ve almost
28:51
doubled the cancellation rate.
28:52
So this is why setting those up
28:54
and standardize the office in
28:56
flow uh work intake is really
28:58
important because it’s a
28:58
business owner managers, you
29:00
really need to see this data.
29:00
Um so why did Sources matter?
29:03
and why do we need? What do we
29:04
need to know? So, we need to
29:05
know how many of those leads
29:06
come in per source. How many
29:08
converted into a client? So,
29:09
once again, we need to start as
29:10
a client and convert or start
29:11
as a lead and convert to a
29:13
client because those are some
29:14
of the points where the
29:16
reporting is going to dial in
29:17
for for you. Now, not want to
29:19
know our client acquisition
29:20
cost. What’s the cost to
29:21
acquire a client per lead
29:22
source and then what’s the
29:24
client lifetime value of the
29:25
Facebook versus HomeAdvisor
29:26
example is basically um the
29:29
example like I now marketing is
29:30
going to become fun because I
29:32
know I take that forty to
29:33
$45000 and spread it across my
29:35
top five or six advertising
29:37
sources. On average, I should
29:39
get X amount of leads X amount
29:40
of those leads to become
29:41
clients and X amount of them.
29:43
Uh clients should last so long
29:46
on average and be worth X
29:47
amount of dollars. So, this is
29:49
the key to getting the data in
29:50
to run your marketing and sales
29:52
machine So, how do you access
29:55
the report? I talked about it a
29:56
little bit earlier. We go into
29:58
reports up top report center
30:00
and we go to a little toaster
30:01
icon here and that the report
30:04
that we’re pulling out. So, uh
30:06
once again, out of our test
30:08
client here but we’ve are our
30:09
test account. We pump some data
30:12
in here and this is just
30:14
another look of the new leads
30:16
converted and conversion ratio
30:19
um and then we’ve got, let’s
30:20
just say Google here. We had
30:22
562 leads 191 of them became
30:25
clients. You got a conversion
30:26
ratio of about 34 to 35%. Um so
30:29
that is the idea and we go
30:30
through all our marketing
30:31
sources So we’re able to take a
30:33
look at that data now and go
30:34
out and put a plan in action
30:36
for next year or take a look at
30:38
this year’s um and uh I’ll show
30:42
you if I have time here quick
30:43
at the end, how to actually put
30:44
this in because I don’t think I
30:46
have a slide of it but the cool
30:47
thing is if you’ve been
30:48
tracking your lead source but
30:49
you haven’t been tracking your
30:51
marketing campaigns that will
30:55
actually allow you to go back
30:57
retroactively at least for this
30:58
year to get that data and get
31:00
these marketing numbers for
31:01
you. so you actually have it.
31:03
So, that’s um in my opinion is
31:06
is really important here So,
31:07
let me uh on my other screen.
31:11
See if I can open up that
31:13
account for service autopilot.
31:15
Perfect. Okay, So, here’s one
31:16
of the simple test accounts uh
31:17
but the idea here is that if
31:19
you go into the gear icon, and
31:24
go into client’s source, it’s
31:26
not only enough to set up the
31:27
client source but what I really
31:29
recommend is if we had a door
31:31
hanger campaign per se right
31:33
here, we’d add the campaign and
31:34
we would start in. So, let’s
31:36
say we had, we did one in 2018
31:38
uh but let’s say we’re doing
31:39
one in July here. We’re going
31:40
to go out for our second round
31:42
of proving in bed. Um we’ve
31:43
distributed of these here in
31:46
the total expense. Maybe it was
31:49
1200 Bucks.
31:52
5000. 5000, our total expenses.
31:54
$1200. So, now, we can have
31:55
multiple marketing campaigns in
31:57
here uh but when you assign the
31:59
door hanger, whatever that is,
32:01
Facebook ad to the lead source.
32:04
If it falls within the start
32:05
and stop date, this this where
32:07
the client acquisition cost and
32:08
closing ratio comes based on
32:10
the distribution, quantity, and
32:12
the total expense and if it was
32:12
an internal upsell, we could
32:14
actually track that as well.
32:15
So, this is what I’m going to
32:17
recommend you set up on the
32:17
back end. So, the good news is
32:19
if you don’t have this, you can
32:19
go back and put us in. refresh
32:22
the reports and and I’ll pull
32:23
the data up for year. So,
32:24
that’s something we’ve been
32:25
doing a lot of Um so, you get
32:28
the idea and now going into the
32:30
cancellations once again under
32:31
that little toaster icon uh
32:33
cancellation count report. Uh
32:34
we’re going to going to go in
32:36
and see how people are
32:37
dissatisfied pricing. Are you
32:38
too expensive or how many
32:40
people move out of the area?
32:41
So, if you’ve got um right
32:45
here. Let’s see. Sold House. 6%
32:49
of your client base sells a
32:50
house every year. Well, then,
32:52
you know, if you want at least
32:53
stay even where you’re at. We
32:55
need to replace six to 7% of
32:57
our client base just to stay
32:59
even now in big markets. that’s
33:01
pretty common. You can have
33:02
seven to 8% of your client
33:03
base. literally just leaving um
33:05
and it’s totally out of your
33:06
control. So, that is one of the
33:08
things we want to take a look
33:09
at. So, that’s why we’re we’re
33:10
tracking these cancellation or
33:12
cancellation reports and if
33:14
they’re dissatisfied, the lost
33:15
your job maybe due to COVID,
33:16
whatever that is. now we know
33:18
so we can go out and scale that
33:19
business um with no emotion.
33:22
So, Hopefully, that was
33:25
helpful. Um we’re always here
33:26
as a certified adviser to help
33:28
you and if you have any
33:29
questions or concerns, feel
33:30
free to hit us up. We are still
33:32
doing audits at SG dash
33:34
Audit.com uh but the main idea
33:36
here is we really want to go in
33:38
and um help you grow and scale
33:42
your business with service
33:45
autopilot, create that
33:45
predictable Workflow inside
33:47
your office literally from the
33:49
acquisition and tracking all
33:50
the information. So, good day
33:52
to end. Good day out obviously.
33:54
Uh the other thing that I find
33:56
with uh most softwares that I
33:57
work with is no data and no
33:59
data out. So, I want to make
34:01
sure that we’re getting the
34:01
data we need to make those
34:02
decisions down the line um and
34:04
by standardized it to basically
34:06
one screen with the auto assist
34:08
and pro plus that is going to
34:10
take your your administrative
34:11
staff’s learning curve and
34:12
shrink it down significantly.
34:14
Um on the next episode in 2
34:16
weeks or next week, uh I’m
34:18
going to probably go in and
34:19
dial in the remainder of the
34:21
Workflow for the office. So,
34:22
literally now that we’ve won
34:24
the estimate what is that
34:26
Workflow look like from stem to
34:28
stern So, we’ve really gone
34:28
over maybe one screen, one and
34:30
a half screen as far as getting
34:32
the lead in and converting the
34:33
client. Now, what does is that
34:35
look like to really consolidate
34:37
that Workflow and I think
34:37
that’s the key to bring a new
34:39
person in any software but
34:40
especially service autopilot.
34:41
if we can make a predictable
34:42
and simple with a phone intake
34:43
form and standardize the
34:45
information that you need and
34:46
make it predictable. Uh those
34:48
are going to be the key to
34:49
success. So, comments questions
34:50
drop below. I want to thank
34:51
Aaron for hanging out here uh
34:52
on Es Weekly Talk Show. I’ll be
34:54
coming to you live once again
34:57
uh around 1 PM Eastern twelve
34:58
Central uh with the holiday
34:59
weekend here. Um I had one of
35:01
my meetings. uh had to get
35:03
rebooked. So, I wanted to make
35:04
sure we got in here before
35:05
things got crazy uh later in
35:06
the day but I’m off to my team
35:08
call and uh we’re hoping to see
35:10
you soon at um some live
35:12
conferences and GIE coming up
35:13
here as well. Um in the future.
35:17
So as things kind of loosen up
35:18
uh the Simple Grow team and
35:19
myself uh we will be out in
35:21
about uh making our rounds at
35:23
the uh hopefully some of the
35:24
normal conferences um as they
35:25
come out. So, we’ll see you
35:27
again next week as a weekly
35:28
talk show. your host Mike
35:29
Callahan.