00:01
hey mike helen here wanna make a quick
00:02
video talking about
00:03
foundational business strategies and why
00:06
it’s essential
00:06
in your service business i’m hanging out
00:09
here on a construction site of a design
00:11
build job and uh before i actually get
00:14
into foundational
00:16
strategy a lot of businesses especially
00:19
in the landscape
00:20
business will go out and spend a lot of
00:22
time on a jobs like this and actually
00:24
lay down a foundation and as you’re kind
00:26
of looking at it here behind me
00:28
the contractor is doing it right they’re
00:30
putting at least a foot
00:31
of foundation of crusher run in there
00:34
and this is going to basically support
00:38
this patio um through the years
00:41
as it goes in especially in the
00:42
northeast where we have melt and
00:44
freezing and refreeze so
00:46
this is going to keep that foundation of
00:48
the patio set
00:50
and which is really crazy in most
00:51
service businesses we don’t spend the
00:53
time to create a foundational strategy
00:55
we just go out and start doing it but
00:57
when we’re doing a job like this for our
00:59
clients
01:00
we’ll do what we need to do to set the
01:01
foundation for long
01:03
lasting success that’s predictable so
01:07
a strategy in our business is really
01:11
taking uh our prospects our clients from
01:13
one state to another so how do we take a
01:15
prospect from a lead to a client
01:18
and then a client to say a
01:21
an upsell proper like process where if
01:23
they’re using a core service and then
01:25
based on a certain time of the year
01:27
we upsell an ancillary service like
01:28
aeration overseeding in the lawn care
01:30
industry so
01:31
the idea here is we want to have a
01:33
foundational
01:34
business strategy going in so a lot of
01:37
service businesses are going to go out
01:39
and
01:40
rely on word of mouth or some haphazard
01:43
marketing
01:43
process but they don’t have a strategy
01:46
to start from
01:47
a flyer going out to someone calling for
01:49
an estimate how do we fulfill that
01:51
estimate how do we close that estimate
01:52
through an automated manual follow-up so
01:55
we want to talk about the strategy to
01:57
get
01:57
your prospects or leads or clients from
01:59
one state to a desired state
02:02
and the state that i’m going to focus on
02:03
right now or at least the desired state
02:06
in
02:06
pretty much all service businesses right
02:08
now as we go into the fall we’re in a q4
02:11
of 2020 we’re looking at
02:14
our clients and how can we go in and
02:17
raise their client lifetime value
02:19
what we want to do is take them from a
02:21
strategy of taking them from a client
02:23
to a an additional service in your fold
02:27
that you’re offering so what i’m going
02:28
to recommend in this in the lawn care
02:30
and landscape industry right now is we
02:34
want to be going on upselling our
02:35
ancillary services such as aeration
02:37
overseeding holiday lights
02:40
fall cleanups all these things to raise
02:43
that client lifetime value if you’re in
02:45
home cleaning
02:46
we’re going to go from our regular
02:47
recurring cleaning to upsell an
02:48
additional one-time deep clean
02:50
or additional services like fridge clean
02:52
out or stove cleaning
02:54
for the holiday season coming on but the
02:55
idea is if we don’t have a strategy in
02:57
place these things are never going to
02:59
happen
03:00
so just like the landscape contractor
03:01
here on this job he’s taking the time to
03:04
go in and lay
03:05
12 inches of foundational strategy or
03:08
base
03:08
to make sure the lifetime of this patio
03:11
is going to last i
03:12
we also really need to go into our
03:13
service business
03:15
and lay down some strategy and
03:16
foundational plans for success so what
03:18
i’m going to recommend is if you haven’t
03:20
put a strategy or a
03:21
roadmap together um here in q4 take some
03:24
time
03:25
and list all the services that you’re
03:27
currently providing
03:28
on a reoccurring or one-time basis that
03:31
people have already signed up for and
03:32
what would be a natural
03:34
progression so maybe we’re doing
03:35
fertilization and we control and there’s
03:37
perimeter pests that we can do the same
03:39
time we’re there or
03:40
we’re doing lawn care we can do aeration
03:42
and overseeding at the same visit
03:43
so we’re trying to figure out what can
03:45
we do is take a status of a normal
03:47
client and
03:48
upsell an additional service to raise
03:50
that client lifetime and value
03:52
but that’s not going to happen unless we
03:53
have a strategy in place and then put a
03:55
process and system behind it
03:57
predominantly an automated one because
03:59
we’re too busy honestly to follow
04:00
through
04:01
to make that happen so video today is
04:04
you know most service businesses are
04:05
laying a foundation just like the
04:06
landscape here below me
04:08
but when it comes to their own business
04:11
and success
04:12
they’re doing it haphazardly they’re
04:13
just going out and looking at word of
04:16
mouth or haphazard
04:17
marketing and they have no way to take
04:19
that lead to a client and then a client
04:22
upsell them to raise the client lifetime
04:24
value so the challenge today is go out
04:26
create a strategy put it on pen and
04:28
paper and what it looks like from each
04:30
state to the next desired state
04:32
and then how do we put a process and
04:33
system around that to make sure what
04:35
should happen
04:36
happens each and every time without the
04:37
business owner having to remember to do
04:39
it or babysit someone to do it
04:41
so i’m gonna be diving in deep this week
04:42
about how to create a foundational
04:44
strategy of taking
04:46
uh everybody in your business while
04:47
there’s a lead or a client
04:49
and getting them to the next desired
04:51
state and then
04:52
putting a process and system in place
04:55
for all the desired perfect paths and
04:57
then
04:58
the not so perfect pass so what if we’re
05:00
going out to upsell our aeration and
05:01
overseeding or holiday deep clean
05:03
and we go through an email but people
05:05
aren’t opening that email so maybe we’re
05:07
going to follow up with automated text
05:08
messaging
05:09
and phone calls or if we don’t want to
05:10
make the phone calls we follow up with a
05:12
ringless voicemail bomb
05:13
but what is the strategy from one state
05:16
to another
05:16
and what’s a process and system that we
05:19
can
05:20
deploy for predictable results day in
05:22
and day out to raise client lifetime
05:24
values
05:24
and increase bottom line profit so
05:26
comments questions dropping below
05:28
but i wanted to make a quick video here
05:29
because uh looking at this construction
05:30
site i mean this contractor is obviously
05:32
taking some time
05:33
to lay a foundational strategy for
05:35
success down the line
05:36
by putting 12 inches of base in here
05:40
and foundation where most business
05:42
owners are not putting the time
05:43
in to create their own base uh to build
05:47
off of
05:48
and creating a strategy to take clients
05:50
from one state to another
05:52
and then systematically work off that
05:54
base in a process
05:56
to raise client lifetime value and the
05:58
companies are getting it right right now
05:59
um in the service industry are already
06:02
have the strategy in place and they’re
06:03
creating an automated system
06:05
to continue and double down on that
06:06
success a couple people in the service
06:08
autopilot
06:09
academy especially the elite academy
06:11
have gone in and really taken this
06:13
upsell idea
06:14
and process created a strategy around it
06:17
and then implemented a process
06:19
especially in fertilization weed control
06:21
to upsell
06:22
perimeter pest mosquito control fire ant
06:25
control depending where you’re at in the
06:26
country
06:27
and these companies are now performing
06:29
four or five services
06:30
every time they stop at a pro property
06:33
and they’re
06:34
eliminating any of that downtime
06:35
mobilization and they’re increasing
06:38
bottom line profits exponentially but
06:40
that would never happen if they didn’t
06:41
have a strategy foundationally
06:43
and then have a process to actually go
06:45
out and upsell
06:47
those services and then the next process
06:49
would be
06:50
building upon a strategy of how do we
06:52
take our clients of a client that just
06:54
had a service so that’s a state
06:56
and take them to the next desired state
06:59
of being happy and reviewing
07:01
our services so a lot of people are
07:03
using
07:04
um different review softwares or
07:07
different processes to take the desired
07:09
state of a happy client
07:10
and get them to the status of leaving an
07:12
online review
07:14
and that has been pretty essential for
07:17
today’s
07:17
buying habits so uh it’s not only for
07:19
the sales process but it could be for
07:21
social reviews
07:22
um these are strategies and processes
07:24
that probably need to be built into
07:25
employee recruiting training and
07:26
onboarding as well so
07:27
take a look at your strategies
07:29
foundationally and then how do we build
07:30
processes and systems around them
07:32
for success so comments questions
07:34
dropping below callahan’s corner you ask
07:36
the questions we answer them live
07:37
right here on facebook