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welcome back to Callahan’s corner where
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you ask the questions we answer them
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live right here on Facebook gotta user
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commit uh submitted issue
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um in one of the user groups here for uh
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service autopilot kind of read just a
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snippet of it
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um I don’t believe this is actually the
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user’s error
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um but I am going to be talking about
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some best practice how to avoid this
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um and actually go out and uh hopefully
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give Kelly some safeguards how to
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protect herself and anybody else
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watching this when you’re sending out
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bulk emails of several thousand emails
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Plus or text messages
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um obviously want to make sure they’ve
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opted in appropriately but I’m going to
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talk about how to do this so she said
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that uh Kelly said we sent out a
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marketing email yesterday to
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approximately 4 000 leads they’ve
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gathered since 2017 so congrats Kelly
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love the fact that you’re going out and
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Gathering your leads and snap and
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segmenting we’re going to talk about
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that later in the video how we talk
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about where they’re at in the customer
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life cycle
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um after a few hours people started
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contacting your back and I’m
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paraphrasing here but basically uh it
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looked like this email blast had gone
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into somewhat of an infinite Loop not
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sure the details on it
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um but obviously not a great situation
1:09
here so we want to be able to go in
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Kelly and everybody else watching this
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how do we send automated emails not
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necessarily in the email blast it was in
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Kelly’s situation but in an automation
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to go in and protect yourself and adhere
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to life cycle marketing and be able to
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talk to the clients where they’re at in
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the customer life cycle and they have an
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automated but personal conversation and
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it’s going to be the segmentation and
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tag naming conventions here when I open
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up my screen they’re going to actually
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allow you to protect yourself uh no
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matter the software you’re using whether
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it’s service autopilot
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MailChimp uh co-pilot any of the other
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software’s out there that have these
1:44
automations as well as even jobber uh
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this tag segmentation is going to
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protect you as a business owner to make
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sure that if the software got into an
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infinite Loop and started sending out
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emails um that you would be protected so
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I’m going to recommend uh in most
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scenarios we don’t want to do a an email
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blast but what we really want to do is
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set in automation with uh segmentation
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by tags and this would protect you
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um now and in the future so I’m gonna
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open up my screen and kind of uh lift
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the hood of what we do for several
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hundred actually more than that people
2:16
on a yearly basis with automations and
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this is a secret to uh what
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I was doing in my lawn care company uh
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believe it or not probably nine or ten
2:27
years ago
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um and now we have SIMPLE growth that
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actually helps people go out and do this
2:31
in their business so I’m going to kind
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of just give you the foundational areas
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so as we’re looking at a business the
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first thing we want to look at before we
2:38
get into the segmentation is what are
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the core areas in our business that we
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can actually automate um this is going
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to make a little more sense on the next
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screen because we’re going to create
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naming conventions and tag segmentation
2:49
to go in and protect you when you’re
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sending out these
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um email blasts or text messages so the
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first areas that we’re looking at is
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Marketing sales fulfillment finance and
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the fifth one there is internal slash I
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like to call HR so that’s the five areas
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in most service businesses we can
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actually go out and automate
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and the next piece we’re going into here
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is
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um going in and talking about
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segmentation so Kelly uh went in and it
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sounds like she may have segmented some
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things but I’m guessing there may not
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have been the complexity of the tags and
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Kelly if no one’s shown you this there’s
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no way you would know so I’m going to
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break it down for you step by step how
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we do this it’s simple growth
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um first thing we want to do is go in
3:32
and segment so we want to go in
3:35
and talk about the client life cycle or
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life cycle marketing uh new term now
3:40
they’re using out there is life cycle
3:41
automations
3:43
um but what we need to do is take a look
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at it and we want to go literally
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through tag segmentation I’m going to
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show you some naming conventions you can
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actually copy and use that we use in my
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business
3:53
um but we want to talk about a prospect
3:54
who say is interested in uh let’s just
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say Holiday Lights that’s one of Kelly
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Services and then we have a prospect
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that is submitted an estimate that needs
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to be uh finished for holiday lights and
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then we have a prospect with an estimate
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that is not accepted or denied that so
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this is the segmentation that we’re
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looking at then we either have a person
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who’s accepted the estimate or is not
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and if they’re not a current client we
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have a client or a loss estimate or a
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loss lead now why this is important
4:24
is this segmentation is going to have
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done correctly with the tags and things
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I’m going to show you will all not allow
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an automated email or text messaging
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system to get into an infinite Loop type
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situation because the segmentation is
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going to go in and pop those in certain
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areas so in the early days of when we
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automated on service autopilot in the
4:44
beta area we would actually be able to
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tell their developers when they’re
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building the automations where there was
4:49
a bugger it was broken before they could
4:51
actually see it in the source code based
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on the um Clarity of these tags and
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these tags are going to protect you so
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once you have a one client a one a
5:01
client now and a loss estimate or a lost
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lead we have a canceled client
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as well so those are the segmentation
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and then eventually we’re going to talk
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about database segmentation of what I
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think Kelly was trying to do is go in
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and upsell some services and we’re going
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to talk about best practice
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um if you missed my talk at serve Edge
5:19
uh conference
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we talked about this in detail but as we
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segment them the benefits here is we’re
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going to be able to go and educate the
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specific Services they’re interested in
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and overcome any sales or Price
5:30
objections that specific service
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um and then we’re gonna be able to sell
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on a a very personal level and go in and
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follow up in a process we call 20 days
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to close and that’s going to be the
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perfect mix of sending automated emails
5:44
based on that life cycle
5:46
um to follow up on each and every
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estimate if you’re not following up on
5:49
your estimates at least five or more
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times statistically you’re missing out
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eighty percent of sales in your local
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market so this is really really
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important
5:56
um but once again I’m going to suggest
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for most scenarios we want us to keep
6:00
away from this email blast because they
6:02
can get you in trouble but if we’re
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segmenting our database right from
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Prospect all the way through canceled
6:09
client that is going to protect us and
6:11
create an automated personal
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conversation so now we dive into naming
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conventions
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and this is where the key to this is
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um and this is where a lot of times when
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people talk about simple growth why do
6:24
we pay monthly support and update fee
6:26
part of it is this one as I’m actually
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showing here so we can actually go in
6:31
and track these different statuses and
6:33
if there’s an issue uh within minutes we
6:36
can actually go in but we’re looking at
6:38
thousands of hours that have been
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invested into building this out
6:42
um but if you’re building it yourself I
6:43
want to be able to give you the ability
6:44
to actually track this now to my
6:47
knowledge in the service industry area
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there is no other automation company
6:51
that goes to this detail but that’s the
6:53
secret to the success that we’ve had at
6:55
simple growth in my lawn care company so
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what we want to do is basically create
6:59
five categories
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of tagging conventions now if we go back
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three screens here remember there’s core
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areas of automations that we can
7:07
automate in your service Business
7:09
Marketing sales fulfillment finance and
7:11
internal slash HR now we want to create
7:14
tags to be able to track that customer
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Journey so the first one is literally
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zero one dot space that the actual
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status and that is a naming convention
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in a a standardization that is really
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really important when you do this
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um but the 01 status is basically where
7:35
is somebody in your campaigns so in the
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first example of that customer Journey
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they have requested an estimate for
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holiday lights or lawn mowing but they
7:45
haven’t received it yet and then once
7:48
the estimate is received we have an
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estimate received but it has not been
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won or lost those are the statuses we’re
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looking at so it’s o1 status and that’s
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literally zero one dot space the status
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that you have the next thing is O2 his
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history where have they been so we have
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the status of where they’re at and the
8:05
last place they’ve been so in Kelly’s
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scenario uh if there was a confusion in
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the software
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um and she had called us most likely we
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would be able to go in based on those
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history tags and actually stop
8:18
those automated emails from happening
8:20
based on the segmentation because we
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know where they’re at and where last
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place they’ve been we know where they’re
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at so we have some logic built in to be
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able to kick them out
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so that is where you’re at where you’ve
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been and that’s going to follow you
8:32
throughout the whole automated process
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profile keeps track of data not stored
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on uh stored in a custom field so if
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there’s anything we want to keep on the
8:42
profile is profile customer profile lead
8:45
profile canceled customer so in Kelly’s
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case if she wanted to have separate
8:50
communication based on the customer
8:52
profile that was not stored in a custom
8:54
field that would end up on our O3
8:56
profile tag so the fourth one is a to do
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or if you’re using service autopilot
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this would actually be a ticket at this
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point so uh Dave long I believe it was
9:05
in a day or two ago asked a question
9:07
about how do we go from the manual
9:10
process of taking a website request that
9:13
goes to my day screen and now I have to
9:14
prove and do some manual work what we
9:16
would do here is actually go in and
9:19
create the V2 or V3 form on an auto
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create or update lead that would
9:25
automatically create the lead in the
9:26
system and then based on an o4 profile
9:29
tag which is now a to do or basically a
9:32
ticket that profile or the to do tag
9:35
would be applied through an Automation
9:37
and create a ticket assign a specific
9:39
person with a deadline for
9:41
accountability they could be tracked
9:42
through the filtering so now we’re
9:44
starting to manually avoid these manual
9:46
tasks and we’re going to Leverage The
9:48
Power of the software to automate these
9:50
systems now
9:52
the fifth one is our 05 or zero five
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system tag it tells essay or whatever
9:58
the automation platform what to do and
10:01
what happens here is it literally is our
10:04
automated start and stop button so those
10:07
are our when we go into build an
10:08
automation depending on your platform
10:10
whether it’s service autopilot co-pilot
10:12
or keep
10:14
um
10:15
this tag is going to be our trigger to
10:17
start or stop now what we’ve done is
10:20
been able to track the status of where
10:21
they’re at they hit or the status of
10:22
where they’re currently at the history
10:24
of the last place they’ve been the
10:26
profile any data that is on the client
10:28
that’s not stored a custom field any
10:30
tickets or to Do’s that are triggered
10:32
and then system tags literally are kind
10:35
of the analogy of when you were a kid
10:36
going to the carnival or an amusement
10:38
park that’s your ticket to get on and
10:40
off the ride or the Automation and
10:42
that’s how we stop uh the system from
10:45
inadvertently going out and pushing out
10:47
multiple communication points to the
10:48
same person in error and if that happens
10:51
um that’s one of the benefits 99 of the
10:53
time if you’re working with simple
10:55
growth we can actually go in and figure
10:56
that out and stop that repetitive cycle
10:59
that uh happened to Kelly by mistake and
11:02
I don’t think that was Kelly’s fault um
11:04
but I’ve never seen the inside of that
11:05
automation the email blast but from what
11:07
she said
11:08
um
11:09
you know we definitely need to be able
11:10
to stop that this is how we would be
11:12
able to stop that filtering down on
11:13
these tags and segments so the last
11:15
thing here is now that we’ve got our
11:17
five areas that we can automate we’ve
11:19
got our five sets of tags that are based
11:23
on
11:24
the main areas here of status history
11:26
profile to do in system all around our
11:29
five areas of Marketing sales
11:30
fulfillment finance and internal H are
11:33
what do we do to actually name these
11:36
automations
11:38
now like I said don’t really recommend
11:40
using email blast because it’s really
11:41
hard and that’s where some errors are
11:43
going to happen but if we have those
11:45
areas in our business we can automate
11:48
um you can notice the tags here was
11:50
0102030405
11:53
and now our tags here are 10 20 30 40.
11:56
these are the naming conventions for the
11:58
actual campaigns I’m sorry campaign
12:00
areas is going to be 10 dot marketing 20
12:03
sales 30 fulfillment 40 finance and 50
12:06
HR those are the five areas that we can
12:08
automate and now what we’ve done is
12:10
segmented our database to not only uh
12:13
where the leads or clients are cancel
12:15
clients but now we have segmentation of
12:17
our campaign so once again the ability
12:19
to go in quickly if there’s ever an
12:21
issue we need to update these we can go
12:23
in and see all our plays for Marketing
12:25
sales fulfillment finance and internal
12:26
HR these are the keys to success in a
12:30
fully Automated Business and once again
12:32
a email blast is going to be really a
12:36
manual process so I’m not really
12:37
recommending another manual process that
12:40
if you delegate it potentially could be
12:42
an error so as we’re looking this on a
12:45
very very high level people may ask Mike
12:47
where does this all play out um and this
12:50
is an older version of our automations
12:51
here but
12:52
um I want to just touch on at a high
12:54
level because this is where the magic
12:56
will happen
12:57
um so just like David talked about
12:59
earlier in the Facebook group this week
13:01
website request here up on the upper
13:03
left
13:05
vh33 form with duplicate check and we
13:07
automatically create that lead and we
13:09
enter them into your software program or
13:12
if they come in through the office we
13:14
get them in first thing we want to do is
13:16
automatically now automated but personal
13:18
a lead letter these are five or six
13:20
reasons why your business is different
13:21
why people want to work with you
13:24
um as a professional no sales pitch it
13:27
is literally just differentiating you
13:28
now
13:30
word email blast would be really tough
13:32
to do here we have an automated
13:33
segmentation based here and it’s called
13:35
short-term education and what that is is
13:38
that is going to educate them to the
13:40
specific service they’re interested in
13:41
and now that we’ve segmented them based
13:43
on those tags and naming conventions
13:46
um and the different automation types
13:49
we’re able to have a personalized but
13:50
automated communication through this
13:52
based on the specific service they’re
13:54
interested in so in Kelly’s example if
13:57
they’re talking about holiday lights
13:58
something they do in the fall
14:01
we’re able to talk about how a
14:03
professional company sets up the holiday
14:05
lights why we’re probably using LED c9s
14:08
how we’re using mini lights in the trees
14:10
so on and so forth what happens if a
14:12
light bulb goes out what happens if I
14:15
have an issue all those things are
14:16
addressed here so what we’ve done is
14:18
created you as the expert and we talk
14:21
about the questions they have so we’re
14:24
talking about
14:26
what if it’s inclement if the weather is
14:28
not good are they going to hang the
14:30
lights that day
14:31
um what if somebody falls off the roof
14:33
is the insurance going to cover that or
14:36
is it the homeowner’s insurance but all
14:37
those concerns they have we address
14:38
through education up front so we’re
14:40
going to shorten that sales cycle
14:41
through education we’re going to create
14:42
a higher perceived value next spot over
14:45
here is going to be our estimate
14:46
follow-up so once again not really used
14:48
any email blast but basically when the
14:52
estimate is submitted to the client or
14:54
lead if it’s not accepted we file it for
14:56
20 days through automated email text
14:58
message
14:59
and something called ringless voicemail
15:01
bomb hits the cell phone on file looks
15:03
like a missed call and it’s a personal
15:05
call or message saying hey it’s Mike
15:07
from Callahan so sorry I missed you just
15:09
followed up in the essence we dropped
15:10
off two days ago you have any questions
15:11
call me back at this number or feel free
15:13
to accept the online estimate once again
15:15
though if you’re not following up five
15:16
or more times over multiple
15:18
communication channels uh fancy term for
15:20
it is Omni Channel marketing you’re
15:22
missing out on about 80 percent of the
15:23
sales in your local market next thing is
15:26
our one process here so this is once
15:28
again we’re segmenting them based on
15:29
where they’re at in the customer life
15:31
cycle and that’s done through those tags
15:33
status and history tags and potential
15:36
that profile tag
15:38
if we’re sending out a welcome package
15:40
that would also be uh that basically to
15:43
do uh or ticket tag as well that I
15:46
showed you in the naming conventions of
15:47
someone’s on the hook to do that but
15:49
we’re going to do is send an automated
15:50
email welcome them and acclimate them to
15:53
working with your company and if we
15:55
require a credit card on file automated
15:57
we’re gonna have a V3 or I mean a PCI
15:59
Compliant credit card form automatically
16:01
emailed now once again with the tags
16:04
based on status and history we just
16:05
talked about
16:06
we’re gonna go down to the next area
16:08
here with the 30 60 and 90 day follow-up
16:10
so uh if the profile on the service
16:13
they’ve stun is a reoccurring service
16:15
we’re going to follow up 30 60 in 90
16:17
days with an automated email that looks
16:19
personal from your office if they signed
16:21
up for a one-time service once again
16:23
that profile and some of the other tags
16:25
we talked about are going to segment it
16:27
we’ll know it is a one-time service so
16:29
we only follow up so that is how we’re
16:31
going to start to make sure we do not
16:33
have multiple emails going out for a
16:35
one-time service database segmentation
16:38
with fairly clearly defined tagging
16:40
structure next thing is happy holidays
16:43
we’re going to go in and wish them a
16:45
happy holiday around your New Year’s Eve
16:47
Labor Day Memorial Day veterans day uh
16:50
and then following to that is our
16:51
newsletter campaign we’re going to go in
16:53
and educate them what they need to be
16:55
doing in their yard or home the month
16:56
advance so going into the spring season
16:58
here we should have already sent out if
17:00
we do fertilization we control a
17:03
pre-emergent newsletter about how we
17:05
actually
17:07
um the the difference between
17:08
pre-emergent and post-emergent and why
17:10
it’s important to get those
17:11
pre-emergents in the lawn and the
17:12
landscape beds at a certain timing no
17:15
sales pitch or educating but a lot of
17:17
times that transitions into a sale uh
17:20
and then the next thing we’re going to
17:21
do is go into our process over here and
17:24
I’m going to recommend to be five and
17:26
eight upsells now I think this is where
17:29
um Kelly did that email blast
17:31
and not no fault to her own but if we
17:34
had done it through an automated system
17:35
uh it would have been able to go in and
17:37
only go out once and if there was an
17:39
error on the software system she was
17:41
sending it in based on those history and
17:43
Status tags uh someone should have
17:46
probably been able to go in and actually
17:47
stop that for her um but the idea is we
17:50
want to be able to go in and the secret
17:52
sauce is here automated uh but personal
17:55
so what we do is we look at several
17:57
factors when we send these upsells do
17:59
they have an estimate in play for this
18:01
service has it been performed in x
18:03
amount of days because if they had just
18:05
had the service done we’re not going to
18:06
upsell it would look foolish uh the next
18:09
one we’re going to do is go in and see
18:11
do they already have the service if they
18:13
have the service is it on a waiting list
18:14
or on a schedule there’s a few others
18:17
that we dive into but those are the big
18:18
hitters and the key to this is when we
18:20
go in we want that automation to trigger
18:23
within minutes if not almost immediately
18:27
before the automated email goes out and
18:30
that gets that personal that automate
18:31
did capability
18:34
and it sweeps through those statuses and
18:36
the history and the profiles and if it
18:38
meets the criteria we go out and we’re
18:40
seeing 60 to 80 estimate requests in 24
18:42
to 8 to 48 Hours on these upsells
18:45
massive massive return on uh investment
18:48
with the automations now why I can speak
18:51
to this is if you need to stop those
18:54
automations it can be done
18:56
um and we go out into three different
18:58
upsell Communications per uh upsell of
19:01
the five to eight we recommend
19:03
so this would have avoided Kelly’s issue
19:06
because a lot of our clients have such a
19:08
return on the first one or two
19:11
Communications they will literally email
19:13
us or hop into our chat or call the
19:15
simple growth office to say Mike and
19:17
team please turn off the last
19:20
communication for the upsells because we
19:22
have literally hit our capacity in the
19:24
spring for say aeration or overseeding
19:26
or pruning or mulching not uncommon uh
19:30
we’ll see people in the first 24 to 48
19:33
hours if they’ve got a decent lead base
19:35
like Kelly does uh to get 60 to 80
19:37
estimate requests
19:39
um we have literally sold 250 to 300
19:42
aeration jobs in the fall for clients
19:45
um in about a week week and a half fully
19:46
automated off these upsells the point
19:48
where they don’t have the capacity to
19:50
meet the demand that their client base
19:52
has so they will call or message us and
19:54
say hey please turn off the third
19:56
communication if you follow what we
19:58
talked about in the beginning of the
19:59
video based on your tag segmentation in
20:02
the naming Convention of your automated
20:03
Asian campaigns or plays you can easily
20:07
go in
20:08
um
20:09
and stop those Communications that’s
20:10
something that Chad and the simple
20:12
growth team and our launch and support
20:14
team do all the time so if you follow
20:17
the naming conventions here I’m going to
20:18
hop back quickly just to show you uh
20:20
we’re looking at the categories of tags
20:22
status history profile to do which if
20:25
you’re using essay now is tickets and
20:27
system tags and then we want to go in
20:29
and set naming conventions around the
20:31
different campaigns or plays of
20:32
Marketing sales fulfillment finance and
20:34
internal HR those are the keys to have a
20:37
personalized but automated system that
20:39
is totally TurnKey that does not revolve
20:41
around the business owner or manager
20:43
or owner’s spouse or husband and that
20:47
will allow you to have success so once
20:50
again email blasts are great but they
20:52
can open up yourself too some danger
20:54
because it’s a click it and kind of Let
20:57
It Go with the automations when they’re
20:58
built out flushed out
21:01
um that is going to avoid a lot of those
21:02
issues and it would give you ability in
21:04
most cases to stop any communication or
21:06
error on the software as well
21:08
um to get that out because the
21:09
segmentation would be able to be sorted
21:10
by the software company or somebody like
21:13
simple growth to actually filter down on
21:14
those tags and stop it so Callahan’s
21:16
corner you ask questions we had some
21:18
live right here on Facebook