0:01 hey mike allen here want to make a quick
0:02
video i had a question submitted this
0:03
morning around
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pre-estimate nurture or education so
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where this really comes into play um is
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what we used to do in the early days is
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actually manually do this but the
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question was specifically around
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automations and how do we educate and
0:16
nurture around
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pre-estimate education so the instance
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or how this would actually happen is if
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somebody hits your website they’ve
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requested an estimate commercial or
0:27
residential or they’ve hit the office
0:29
and requested an estimate so the way we
0:32
would automate this and if you’re going
0:33
to do it manually this is how you would
0:34
do it is we want to segment the database
0:37
based on the service they’re interested
0:39
in so one of the biggest mistakes that
0:41
we found out in the early years was
0:43
having too many services to nurture upon
0:47
because we wanted to make it automated
0:48
but personal so the way i recommend
0:50
tackling this is having five or less
0:53
services
0:54
that are going to be automated for
0:56
estimate nurture and the reason being is
0:58
if you’re building this out in a
0:59
automated fashion
1:01
we want to rank the most important
1:03
service from one two three four five in
1:06
descending order because the logic of
1:08
your automation now is going to go in
1:10
through a true statement if this then
1:12
that basically and based on the
1:15
importance of the service so if you’re
1:17
doing landscape maintenance per se
1:19
um
1:20
your fertilization weed control i’d
1:22
imagine is probably going to be more
1:23
important than your lawn mowing because
1:25
that’s a higher margin and easier
1:27
services scale with one technician
1:28
versus two to three man crew so the idea
1:30
here is that we want to go in and off
1:32
that website lead capture uh at least in
1:35
the logic only nurture up to five
1:38
services and base them on the importance
1:40
level that we want to nurture on so it’s
1:42
for instance if you had 10 services on
1:44
there that automation potentially could
1:46
be blasting 10 different pre-estimate
1:48
educations out that you don’t want so
1:50
you want to avoid the spam and keep it
1:52
personalized but automated so in the
1:54
marketing content
1:55
of the actual pre-estimate education we
1:58
should be talking about what a
1:59
professional does on that service so if
2:02
we’re using lawn mowing an example
2:03
proper mowing height how to sharpen the
2:05
blades how to go out and alternate the
2:08
different cutting directions you get the
2:09
idea but we want to provide a higher
2:11
value to the service basing you as the
2:14
expert
2:15
what are they getting it’s just not a
2:16
college kid going out and blowing an
2:18
engine we’re going to get actual
2:19
professional service that’s predictable
2:22
in addition the secret sauce is going
2:23
out in your pre-estimated nurture
2:25
education is to overcome the price
2:27
objections or salaries objections you
2:28
always hear so do i need to be home to
2:30
have the lawn mower what happens if it
2:32
rains are you going to cut in the rain
2:34
all the different questions we get what
2:36
happens if a rock goes and damages a
2:38
window what are those things we’re going
2:39
to answer the questions that most
2:40
contractors do not want to answer up
2:42
front
2:43
to shorten the sales cycle build more
2:46
trust so they know like and trust you
2:47
and educate them that you are the
2:49
professional to create a higher
2:50
perceived value so you could be
2:52
charging the highest amount in your
2:54
market so once again we want at most
2:56
five services we nurture pre-estimated
2:58
education they hit the website they hit
3:00
the phone they get that pre-estimate
3:02
education after their lead letter which
3:05
is the five or six main reasons you’re
3:06
different and when you are going out to
3:09
pre-educate if they select say lawn
3:11
mowing and fertilizing we educate to the
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most important service then we delay the
3:16
next um sequence of education going into
3:19
the next service so most are getting
3:21
five communications about the top five
3:23
services spread out so we’re not
3:25
spamming them the next key to this is
3:27
based on an automated estimate file such
3:29
as 20 days to close when they accept
3:31
that estimate
3:33
that nurture automatically ends and we
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start having the conversation of welcome
3:37
and wow and acclimate them and get that
3:38
credit card on file and get them
3:39
scheduled so comments or questions drop
3:41
them below
3:42
high summary of it though no more than
3:44
five services do we ever want to nurture
3:47
and we want to rank them in order from
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the most important service to the least
3:50
important service and as we go out and
3:52
up to five emails educating we want
3:55
those properly spaced out and as soon as
3:57
the estimate is one we automatically
4:00
stop that nurture and drive them into
4:01
the welcome and acclimation sequence
4:03
comments or questions drop below
4:05
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4:06
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4:07
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