Author Archive

00:00
Mike Callahan here with
00:03
Mike Callahan here with Callahan’s corner, Where are
00:04
Callahan’s corner, Where are you asking the questions? we
00:04
you asking the questions? we answered live right here on
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answered live right here on Facebook live so not exactly a
00:09
Facebook live so not exactly a submitted question to Simple
00:11
submitted question to Simple Growth directly, but I was in
00:12
Growth directly, but I was in one of the uh user groups for a
00:14
one of the uh user groups for a software that’s uh we use and
00:17
software that’s uh we use and somebody was asking how can I
00:20
somebody was asking how can I send an email blast out to
00:21
send an email blast out to everybody in my software and
00:23
everybody in my software and exclude like one or two people
00:27
exclude like one or two people um great question, but not
00:28
um great question, but not exactly the question. I’m gonna
00:29
exactly the question. I’m gonna be answering here because it
00:30
be answering here because it was a lot of comments back
00:32
was a lot of comments back talking about doing a generic
00:34
talking about doing a generic email blast with a lot of
00:36
email blast with a lot of disregard. Where they’re at in
00:38
disregard. Where they’re at in the customer life cycle So
00:41
the customer life cycle So customer life cycle is the
00:43
customer life cycle is the foundational part of marketing
00:45
foundational part of marketing in my opinion. This is
00:46
in my opinion. This is something that I learned nine
00:48
something that I learned nine or 10 years ago and it’s been
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or 10 years ago and it’s been absolutely instrumental in both
00:51
absolutely instrumental in both of my businesses and life cycle
00:53
of my businesses and life cycle marketing is talking to people
00:55
marketing is talking to people where they’re at in the
00:57
where they’re at in the customer life cycle now, if
01:00
customer life cycle now, if you’re going to do a generic
01:01
you’re going to do a generic email blast, we need to really
01:03
email blast, we need to really think about how that is gonna
01:06
think about how that is gonna be portrayed. So let’s just say
01:08
be portrayed. So let’s just say we’re in August right now and
01:10
we’re in August right now and we’re. Doing an email blast to
01:13
we’re. Doing an email blast to all of the people in your
01:15
all of the people in your database in your software, no
01:16
database in your software, no matter what it is for aeration
01:19
matter what it is for aeration and overseeding or maybe fall
01:20
and overseeding or maybe fall clean up um but I like the
01:22
clean up um but I like the aeration overseeding example.
01:24
aeration overseeding example. This example, works really well
01:26
This example, works really well in home cleaning as well. uh
01:28
in home cleaning as well. uh but what we wanna do is start
01:31
but what we wanna do is start and have some logic and
01:33
and have some logic and reasoning about where our
01:36
reasoning about where our customer is and that life cycle
01:39
customer is and that life cycle market and potentially sales
01:40
market and potentially sales funnels. So I’m gonna really
01:41
funnels. So I’m gonna really start from the beginning and
01:42
start from the beginning and work it over here but. Before I
01:45
work it over here but. Before I kinda give you the high level
01:46
kinda give you the high level overview of why it’s so
01:48
overview of why it’s so important where I’m saying,
01:49
important where I’m saying, this is probably one of the
01:51
this is probably one of the biggest mistakes that you can
01:52
biggest mistakes that you can make in your marketing play is
01:53
make in your marketing play is I’ve seen a lot of larger
01:55
I’ve seen a lot of larger companies not take the time to
01:57
companies not take the time to dial in and have a automated
02:00
dial in and have a automated but personal conversations so
02:01
but personal conversations so whether you’re using
02:02
whether you’re using automations or just a generic
02:04
automations or just a generic email blast everyone in your
02:05
email blast everyone in your database, you should have
02:08
database, you should have segmentation in your database
02:10
segmentation in your database based on where they’re at and
02:11
based on where they’re at and the services. so it’s not only.
02:14
the services. so it’s not only. To say this person already has
02:17
To say this person already has the aeration and overseeding
02:20
the aeration and overseeding service, or they already have a
02:22
service, or they already have a weekly or biweekly cleaning
02:23
weekly or biweekly cleaning service, but we also need to
02:24
service, but we also need to know how many people have
02:27
know how many people have already requested an estimate
02:28
already requested an estimate for it and we’re in the sales
02:31
for it and we’re in the sales pipeline. we made it probably
02:31
pipeline. we made it probably don’t wanna tackle those folks
02:33
don’t wanna tackle those folks who wanna exclude them. um do
02:36
who wanna exclude them. um do they have a job on a waiting
02:38
they have a job on a waiting list. It’s such a product like
02:39
list. It’s such a product like Service Autopilot, where it’s
02:41
Service Autopilot, where it’s not a scheduled job per se like
02:43
not a scheduled job per se like we know the exact day and
02:44
we know the exact day and potentially the time, but
02:45
potentially the time, but they’re kind of in a holding.
02:48
they’re kind of in a holding. Waiting to schedule that job
02:48
Waiting to schedule that job because traditionally aeration
02:50
because traditionally aeration overseeding or fall clean, it
02:52
overseeding or fall clean, it doesn’t have to be done on a
02:53
doesn’t have to be done on a particular day. It’s it’s okay
02:54
particular day. It’s it’s okay to be done in a range. so what
02:57
to be done in a range. so what we see is a lot of larger
02:59
we see is a lot of larger companies that don’t understand
03:00
companies that don’t understand life cycle marketing well small
03:03
life cycle marketing well small businesses as well. So I’d say
03:04
businesses as well. So I’d say businesses of all sizes um, but
03:05
businesses of all sizes um, but I’m thinking one in particular
03:07
I’m thinking one in particular without mentioning any names
03:08
without mentioning any names they will email blast out all
03:12
they will email blast out all their client base and say hey
03:12
their client base and say hey it’s time for aeration and
03:15
it’s time for aeration and overseeding. Here’s some of the
03:15
overseeding. Here’s some of the benefits. Um click down below
03:19
benefits. Um click down below to sign up and oh by the way if
03:20
to sign up and oh by the way if you’ve already signed up just
03:22
you’ve already signed up just disregard this email. but what
03:24
disregard this email. but what you’ve really done here is
03:25
you’ve really done here is you’re not talking to your
03:27
you’re not talking to your customer where they’re at in
03:28
customer where they’re at in the life cycle. You are
03:30
the life cycle. You are basically spamming your own
03:31
basically spamming your own client. that’s already begun to
03:32
client. that’s already begun to know like and trust you and
03:33
know like and trust you and you’re starting to devalue that
03:35
you’re starting to devalue that trust and value that you bring
03:37
trust and value that you bring so we really wanna talk to them
03:39
so we really wanna talk to them where they’re at so whether
03:40
where they’re at so whether you’re doing a manual, email
03:41
you’re doing a manual, email blast or an automated uh series
03:43
blast or an automated uh series of upsells we. we need to go in
03:45
of upsells we. we need to go in and have. Built around the
03:48
and have. Built around the service and talk, particularly
03:49
service and talk, particularly where they’re at and have some
03:51
where they’re at and have some safeguards now, especially if
03:54
safeguards now, especially if you’re in Canada. uh so it’s
03:55
you’re in Canada. uh so it’s simple. We work with companies
03:56
simple. We work with companies all over North America, in
03:58
all over North America, in England and Australia. um the
04:00
England and Australia. um the best practice really for US or
04:03
best practice really for US or Canada is to have a double
04:04
Canada is to have a double opt-in in there and have them
04:06
opt-in in there and have them give you permission to do this
04:07
give you permission to do this Email marketing So if you’re in
04:08
Email marketing So if you’re in Canada and you’ll get this
04:10
Canada and you’ll get this double opt, I believe the fine
04:11
double opt, I believe the fine can be upwards to $10000 an
04:13
can be upwards to $10000 an email in addition in the bottom
04:15
email in addition in the bottom footer. E-mail any business to
04:18
footer. E-mail any business to consumer, which is basically
04:19
consumer, which is basically what we’re doing business and
04:21
what we’re doing business and lawn care company home cleaning
04:21
lawn care company home cleaning company to consumer needs to
04:24
company to consumer needs to have that opt out there. You
04:25
have that opt out there. You can’t bury it best practice by
04:27
can’t bury it best practice by law you need to have that in
04:29
law you need to have that in there so we’re gonna talk to
04:30
there so we’re gonna talk to them specifically where they’re
04:31
them specifically where they’re at in the life cycle. We’re
04:33
at in the life cycle. We’re gonna build in some logic so if
04:33
gonna build in some logic so if they’re middle of an estimate
04:34
they’re middle of an estimate for it, they’re on a waiting
04:36
for it, they’re on a waiting list or several other things
04:37
list or several other things that may happen. We’re not
04:40
that may happen. We’re not gonna come have a conversation
04:41
gonna come have a conversation with them to get them to sign
04:42
with them to get them to sign up for that service If they’re
04:43
up for that service If they’re already signed up that makes us
04:44
already signed up that makes us look. Um so we wanna build that
04:48
look. Um so we wanna build that logic in there and so customer
04:49
logic in there and so customer life cycle marketing is really
04:52
life cycle marketing is really been the key to success in my
04:53
been the key to success in my business to Callahan’s and
04:54
business to Callahan’s and especially at a simple growth
04:57
especially at a simple growth so when somebody hits your
04:58
so when somebody hits your website or calls your office,
05:00
website or calls your office, you really wanna track what
05:01
you really wanna track what service they’re interested in
05:02
service they’re interested in so we can have an automated
05:04
so we can have an automated personal conversation around
05:05
personal conversation around the exact service. they’re
05:06
the exact service. they’re interested in and we’re not
05:07
interested in and we’re not gonna be a sleazy salesperson
05:09
gonna be a sleazy salesperson who immediately gonna follow up
05:10
who immediately gonna follow up with the thing we like to call
05:12
with the thing we like to call lead letter the five or reasons
05:12
lead letter the five or reasons why your business is different
05:14
why your business is different and next. That most
05:16
and next. That most importantly, and this is
05:16
importantly, and this is something that a lot of lawn
05:19
something that a lot of lawn care and home cleaning
05:20
care and home cleaning companies disregarded as no
05:22
companies disregarded as no value as we want to educate
05:24
value as we want to educate them. How to do that service as
05:26
them. How to do that service as a professional to create a
05:28
a professional to create a higher perceived value, make
05:28
higher perceived value, make you the expert in your market,
05:30
you the expert in your market, But, in addition we want to
05:31
But, in addition we want to overcome any sales or price
05:32
overcome any sales or price objections associated with that
05:34
objections associated with that specific service So once again,
05:36
specific service So once again, we’re talking them to as a lead
05:39
we’re talking them to as a lead that requires AAA lawn mowing
05:43
that requires AAA lawn mowing estimate, then once we submit
05:44
estimate, then once we submit that estimate, we’re gonna do a
05:45
that estimate, we’re gonna do a process that. 20 days to close,
05:47
process that. 20 days to close, but it’s an automated follow-up
05:50
but it’s an automated follow-up that’s gonna have five or more
05:51
that’s gonna have five or more touches across email text and
05:52
touches across email text and phone call or ringless
05:54
phone call or ringless voicemail, and now they are a
05:55
voicemail, and now they are a lawn mowing customer with an
05:58
lawn mowing customer with an estimate that needs to be
06:00
estimate that needs to be closed or potentially lose the
06:02
closed or potentially lose the estimates. So we’ve got it if
06:03
estimates. So we’ve got it if if else basically there now on
06:06
if else basically there now on the most perfect situation. now
06:08
the most perfect situation. now we’ve won the estimate and we
06:09
we’ve won the estimate and we have a lawn mowing customer
06:11
have a lawn mowing customer that needs the welcoming and
06:12
that needs the welcoming and wow acclamation to the
06:14
wow acclamation to the welcoming email with a credit
06:15
welcoming email with a credit card on boarding a 3060 90 day.
06:17
card on boarding a 3060 90 day. Follow up if it’s a re. Service
06:20
Follow up if it’s a re. Service So once again, we’re
06:20
So once again, we’re customizing our conversation,
06:24
customizing our conversation, that’s automated on where
06:25
that’s automated on where they’re at in the life cycle.
06:26
they’re at in the life cycle. markets was the first service
06:28
markets was the first service in a reoccurring service or as
06:28
in a reoccurring service or as the first service in a one-time
06:31
the first service in a one-time service. Those are things that
06:32
service. Those are things that need to be put in there because
06:34
need to be put in there because it would look really foolish
06:35
it would look really foolish should be followed up, 3060 and
06:37
should be followed up, 3060 and 90 days for somebody that had
06:39
90 days for somebody that had only a one time uh aeration
06:41
only a one time uh aeration overseeing is the first
06:42
overseeing is the first service. It’s gonna look really
06:44
service. It’s gonna look really out of whack so we need to
06:45
out of whack so we need to customize where they’re at and
06:47
customize where they’re at and that life cycle marketing now.
06:50
that life cycle marketing now. Just like we do at home
06:51
Just like we do at home cleaning um if they sign up for
06:54
cleaning um if they sign up for an initial clean or maybe in a
06:55
an initial clean or maybe in a lawn care if they sign up for
06:57
lawn care if they sign up for an initial aeration overseeing
06:58
an initial aeration overseeing and that’s a one-time service
06:59
and that’s a one-time service within a five to 7 day span if
07:01
within a five to 7 day span if they didn’t sign up for a
07:03
they didn’t sign up for a reoccurring service, we
07:06
reoccurring service, we automatically trigger a process
07:07
automatically trigger a process saying hey, it looks like
07:09
saying hey, it looks like you’ve signed up for our
07:11
you’ve signed up for our aeration and overseeding
07:12
aeration and overseeding services. We hope the service
07:14
services. We hope the service is great most of our clients
07:16
is great most of our clients that provide aeration and
07:18
that provide aeration and overseeing services to also
07:19
overseeing services to also have a four to five step.
07:22
have a four to five step. Fertilization program or weekly
07:23
Fertilization program or weekly mowing services, So based on
07:25
mowing services, So based on where you’re at and your
07:26
where you’re at and your service selections, this would
07:27
service selections, this would marry up nicely and we would
07:30
marry up nicely and we would upsell that ancillary service
07:32
upsell that ancillary service so uh if you’re watching this
07:34
so uh if you’re watching this on August 17th on Monday,
07:36
on August 17th on Monday, August 19th on Wednesday at 7
07:38
August 19th on Wednesday at 7 PM, Eastern I’ve actually got a
07:38
PM, Eastern I’ve actually got a free webinar. A free thing here
07:40
free webinar. A free thing here on simple growth where you
07:42
on simple growth where you actually learn the secrets of
07:43
actually learn the secrets of selling your services, but this
07:45
selling your services, but this is um kind of the foundational
07:46
is um kind of the foundational parts of it. So we’re we’re
07:48
parts of it. So we’re we’re upsell based on the service
07:49
upsell based on the service they have or. Have in having an
07:53
they have or. Have in having an actual conversation where we
07:54
actual conversation where we can provide real value in a
07:55
can provide real value in a short amount of time, so that’s
07:56
short amount of time, so that’s very important and then um on
07:59
very important and then um on the end of that customer life
08:01
the end of that customer life cycle. If we have a reoccurring
08:03
cycle. If we have a reoccurring service or upselling other
08:06
service or upselling other additional services based on
08:06
additional services based on the timing, we have a one-time
08:07
the timing, we have a one-time service. We’re gonna upsell a
08:09
service. We’re gonna upsell a reoccurring service and then
08:10
reoccurring service and then upsell again other ancillary
08:12
upsell again other ancillary service based on the time of
08:13
service based on the time of the season, and then eventually
08:15
the season, and then eventually we may lose an estimate so we
08:18
we may lose an estimate so we want the ability to know we’ve
08:19
want the ability to know we’ve lost an estimate for weekly
08:20
lost an estimate for weekly mowing or weekly cleaning and
08:22
mowing or weekly cleaning and be able to go out and nurture
08:23
be able to go out and nurture and reactivated the appropriate
08:24
and reactivated the appropriate time once again based on that.
08:27
time once again based on that. Life cycle and then finally no
08:29
Life cycle and then finally no matter how good the service is
08:30
matter how good the service is someone’s eventually going to
08:32
someone’s eventually going to cancel so we wanna be able to
08:33
cancel so we wanna be able to have an imaginary bucket per
08:34
have an imaginary bucket per service to be able to go out
08:36
service to be able to go out and reactivate and do some
08:38
and reactivate and do some long-term nurture to get that
08:38
long-term nurture to get that client to reactivate and
08:40
client to reactivate and request an estimate for the
08:41
request an estimate for the service they cancelled uh at my
08:43
service they cancelled uh at my company, we’re finding about a
08:44
company, we’re finding about a two to 3% reactivation of all
08:46
two to 3% reactivation of all of our cancelled clients cuz a
08:48
of our cancelled clients cuz a lot of times we find out that
08:50
lot of times we find out that 80% of cancelled clients are in
08:52
80% of cancelled clients are in different. They don’t love our
08:53
different. They don’t love our company. They don’t hate our
08:54
company. They don’t hate our company. We’ve just failed to
08:55
company. We’ve just failed to wow them or maybe a cheap. Uh
08:59
wow them or maybe a cheap. Uh competitors come in and they’ve
09:00
competitors come in and they’ve gone for the price cut and
09:02
gone for the price cut and realize the services’ that good
09:03
realize the services’ that good on that side of the street or
09:04
on that side of the street or maybe they got a college kid
09:06
maybe they got a college kid coming home. That’s want to
09:07
coming home. That’s want to make some extra money clean the
09:08
make some extra money clean the house or cutting the lawn for
09:10
house or cutting the lawn for books and college expenses, and
09:12
books and college expenses, and that student has moved out of
09:13
that student has moved out of the house and they need a
09:16
the house and they need a professional service to jump
09:17
professional service to jump back in. so probably a lot of
09:19
back in. so probably a lot of times it has nothing to do with
09:19
times it has nothing to do with your service business when
09:21
your service business when people cancel, but a lot of
09:23
people cancel, but a lot of times people are crumple up the
09:24
times people are crumple up the estimate we lose and physically
09:25
estimate we lose and physically throw it or imaginary throat in
09:26
throw it or imaginary throat in the garbage. We paid for those
09:28
the garbage. We paid for those leads why not nurture and
09:30
leads why not nurture and reactivate and the same thing
09:31
reactivate and the same thing with cancelled folks um a lot
09:32
with cancelled folks um a lot of 80% of the time. It’s not
09:34
of 80% of the time. It’s not our fault why they cancelled.
09:35
our fault why they cancelled. They’re just indifferent. so
09:37
They’re just indifferent. so let’s go and give them some
09:38
let’s go and give them some nurture build the value back up
09:39
nurture build the value back up and hopefully it’s reciprocity
09:40
and hopefully it’s reciprocity when they’re ready to switch or
09:42
when they’re ready to switch or come back. They’re ready um but
09:44
come back. They’re ready um but that’s the idea and the idea
09:46
that’s the idea and the idea here is do not in my opinion.
09:48
here is do not in my opinion. Brook’s practice do not do
09:51
Brook’s practice do not do generic email blast trying to
09:53
generic email blast trying to upsell your service and now
09:54
upsell your service and now General communication about
09:55
General communication about rain delay and things like
09:56
rain delay and things like that. Appropriate um, but even
10:00
that. Appropriate um, but even then you may not wanna set a
10:02
then you may not wanna set a general email about rain delay
10:03
general email about rain delay if you’ve got somebody on a
10:05
if you’ve got somebody on a waiting list for a service in a
10:07
waiting list for a service in a month down the road cuz that’s
10:08
month down the road cuz that’s gonna look kinda goofy um so we
10:10
gonna look kinda goofy um so we really wanna have those
10:11
really wanna have those communications that we send out
10:13
communications that we send out one to many in an email blast
10:14
one to many in an email blast or an automation really dialed
10:17
or an automation really dialed in to customer life cycle
10:18
in to customer life cycle marketing, so we need to know
10:19
marketing, so we need to know the status if they’re a
10:20
the status if they’re a customer or not um is that lead
10:22
customer or not um is that lead been closed. Is it a cancelled
10:24
been closed. Is it a cancelled client or a lost estimate? Is
10:26
client or a lost estimate? Is it someone? May already have a
10:29
it someone? May already have a job on a waiting list for a
10:30
job on a waiting list for a fall clean up um and already
10:32
fall clean up um and already requested that we just haven’t
10:33
requested that we just haven’t gotten to yet. So that’s that’s
10:35
gotten to yet. So that’s that’s not a Email blast. You wanna
10:37
not a Email blast. You wanna send out cuz you’re
10:38
send out cuz you’re discrediting yourself so I
10:39
discrediting yourself so I really suggest segmenting your
10:40
really suggest segmenting your database and standardizing your
10:43
database and standardizing your service names and keep it
10:45
service names and keep it simple and this Wednesday here
10:47
simple and this Wednesday here on August 19th at 7 PM Eastern
10:49
on August 19th at 7 PM Eastern On The Simple Growth Facebook
10:51
On The Simple Growth Facebook page. I’m gonna be breaking
10:52
page. I’m gonna be breaking down exactly step by step how
10:53
down exactly step by step how to have an automated uh upsell.
10:57
to have an automated uh upsell. Um that’s going to return
11:00
Um that’s going to return massive investments and in some
11:00
massive investments and in some cases how to increase your
11:04
cases how to increase your client lifetime value for just
11:05
client lifetime value for just that 12 month period Uh by
11:07
that 12 month period Uh by about 75% um and we all know
11:09
about 75% um and we all know it’s easier to sell to our
11:10
it’s easier to sell to our existing clients because they
11:11
existing clients because they know like and trust us uh
11:13
know like and trust us uh versus going out and having to
11:16
versus going out and having to sell uh work to new people that
11:18
sell uh work to new people that don’t know you cuz that client
11:20
don’t know you cuz that client acquisition cost is gonna cut
11:20
acquisition cost is gonna cut into your profits, but once you
11:22
into your profits, but once you have a solid base of customers
11:24
have a solid base of customers um avoiding doing Email blast
11:26
um avoiding doing Email blast in general marketing is gonna
11:28
in general marketing is gonna continue to keep your list
11:29
continue to keep your list fresh and we’re providing. They
11:32
fresh and we’re providing. They need it, and we’re continue to
11:33
need it, and we’re continue to build that reciprocity so
11:36
build that reciprocity so hopefully that helps uh around
11:37
hopefully that helps uh around that question that was posted
11:39
that question that was posted in a Facebook group around
11:40
in a Facebook group around email blasting everybody out uh
11:41
email blasting everybody out uh and in addition, check it out
11:43
and in addition, check it out at uh 7 PM Eastern this
11:45
at uh 7 PM Eastern this Wednesday, August 19th. Uh
11:47
Wednesday, August 19th. Uh right on the page we’re gonna
11:48
right on the page we’re gonna break down the steps very
11:51
break down the steps very simply how to build an upsell
11:52
simply how to build an upsell machine in your business and
11:54
machine in your business and raise that client lifetime
11:55
raise that client lifetime value for the year between 75
11:56
value for the year between 75 and 100% almost double it. so
11:58
and 100% almost double it. so uh Really Good Stuff and those
12:00
uh Really Good Stuff and those things add bottom line profits
12:02
things add bottom line profits because if you’re looking at
12:03
because if you’re looking at your service business right.
12:05
your service business right. Especially in the lawn care
12:06
Especially in the lawn care industry, you’ve recovered the
12:08
industry, you’ve recovered the majority of your overhead for
12:08
majority of your overhead for the whole entire year. So this
12:10
the whole entire year. So this is the time you wanna put the
12:11
is the time you wanna put the pedal to the metal and not let
12:13
pedal to the metal and not let up and go out and upsell those
12:15
up and go out and upsell those really profitable services like
12:16
really profitable services like aeration and overseeding or
12:18
aeration and overseeding or fall clean ups um or especially
12:20
fall clean ups um or especially holiday lights as well so
12:21
holiday lights as well so looking forward to seeing
12:22
looking forward to seeing everybody this Wednesday,
12:24
everybody this Wednesday, August 19th at the Facebook
12:25
August 19th at the Facebook page 7 PM Eastern um Callahan’s
12:28
page 7 PM Eastern um Callahan’s corner. You ask the questions
12:29
corner. You ask the questions we answered live right here on

00:00
you’re listening to the simple growth
00:02
podcast
00:03
the show that helps business owners get
00:05
their life back
00:06
here’s your host mike callahan hey
00:09
welcome back to another essay weekly
00:11
talk show
00:13
uh i am here as always doing we’re
00:16
switching it up
00:16
this week and i’m doing the intro for
00:19
mike mike callahan from simple growth
00:21
uh essay certified advisor mike thank
00:24
you
00:24
so much for uh doing a presentation for
00:27
us bringing us a little blast from the
00:28
past
00:29
yeah absolutely i’m going to be talking
00:30
about dominate your market the blueprint
00:33
offer action and i’m going to pop the
00:35
screen here so you can actually see the
00:36
slide deck but
00:38
basically an updated version of my sa5
00:41
talk and give you a little background of
00:42
the talk
00:43
and what um kind of precipitated this
00:46
was
00:46
jonathan the co-founder service auto
00:48
pilot and
00:49
of the uh lawn care millionaire uh
00:52
created a pr uh a conversation about
00:55
going out and dominating your market
00:56
this was basically step two so this was
00:58
the
00:59
uh jonathan talked about the overall
01:01
theory of going in and dominating your
01:03
market and then what i did is
01:05
uh what you’re going to see here is how
01:06
to actually take jonathan patoshnik’s
01:08
theory of dominating your market and
01:09
actually how to use that theory
01:11
and actually utilize it by utilizing
01:14
service autopilot
01:15
as your tool to go out and dominate your
01:16
market as well as some other things
01:18
as well so we’re going to be talking
01:20
about uh how to sell gateway services
01:22
over the phone offline marketing
01:24
um and getting some examples how in my
01:26
company callahan’s lawn care went up
01:27
with nine different pieces
01:28
and actually had a little over 300 000
01:31
direct mail pieces cody
01:33
and that’s right 300 000 literally about
01:35
a month and a half um so i’m going to
01:36
show you the game plan
01:37
how we broke that down and then um
01:41
the different trip trips and tricks
01:42
right now of digital marketing so what
01:44
was
01:45
applicable at sa5 and some of the new
01:47
things that we really should be looking
01:48
at in our marketing plan to go out and
01:50
dominate our market for this fall and
01:52
uh even going into next season of 2021
01:55
so some of this stuff just doesn’t
01:56
happen overnight we want to go in
01:58
and start building a foundation of a
02:00
marketing plan a budget and a plan of
02:02
attack
02:02
so um had a great essay weekly last week
02:06
with
02:06
martha woodward with qds i’m still
02:08
looking for an extra pair of shades and
02:10
trunks to meet them down at
02:11
qds2021 but as we pop into this cody do
02:14
you have any comments questions before
02:16
we flip the screen and kind of get into
02:18
it no let’s put rubber to the road
02:20
all right perfect so like i said we’re
02:22
talking about
02:23
uh the continuation of jonah patosnik’s
02:26
talking with jonathan’s talk
02:28
really talked about is really focusing
02:30
in on
02:31
making some actions happen in your
02:33
business to actually really grow and
02:35
dominate and outscale your competitors
02:37
but
02:37
one of the things that i at least
02:39
learned in my business
02:41
is that if we’re going to go out and
02:43
have rapid
02:45
excessive growth just like we did at
02:46
callaghan’s and even its simple growth
02:48
where we scaled a little over 467
02:51
percent in q1
02:52
of last year um and uh very similar
02:56
growth
02:56
again in 2020 uh there was certain
02:59
things that i’m going to
03:01
want to dive into before we actually go
03:03
into the blueprint and
03:04
the first thing we’re going to talk
03:05
about is the bottlenecks of growth and
03:08
how to overcome them and especially
03:09
right now with kobit
03:10
we’ve got some issues going on uh with
03:13
labor to say the least
03:14
so we’re going to go in and show you how
03:16
to tackle the labor
03:19
and creating that virtual bench and the
03:22
second part
03:23
of the things foundation you really want
03:25
to set up your business before you grow
03:26
that business is
03:28
your office and the workflow
03:31
particularly
03:32
in service autopilot but really the
03:33
whole workflow so
03:35
the biggest uh well i guess one of the
03:37
biggest pivotal points in my learning
03:39
was when i actually had the
03:41
ability to go out to service autopilot’s
03:43
original office
03:44
and it was like in a strip mall
03:46
basically but um development was one
03:48
side of the
03:49
the parking lot and uh support and
03:51
training was on
03:52
the other side of the parking lot uh but
03:54
it was interesting because it was myself
03:56
uh jonathan obviously and
04:00
uh garrett matthews and chad cranston
04:02
amongst two other
04:03
individuals but that’s when i met
04:05
garrett and chad and that was pretty
04:06
instrumental in
04:07
the way i looked at business and how i
04:09
wanted to go out and out learn my
04:11
competition but
04:12
uh really unique situation in the early
04:15
days of assay you could pay
04:16
a a decent chunk of money but actually
04:19
have a two day or two and a half day
04:21
sit down round table with jonathan and
04:24
the one thing that i went there and
04:25
wanted to learn was as we were about to
04:27
scale to a million and beyond
04:29
how do i set up my internal office to
04:32
handle
04:32
the influx of phone calls and estimates
04:36
that are going to happen because i knew
04:37
if we went out and dropped 35 or 40 000
04:40
and estimating uh or in
04:43
in marketing and had an influx of
04:45
estimates the wheels would have fell off
04:47
the business
04:48
immediately um and one thing jonathan
04:50
talked about in his talk which was
04:51
interesting is
04:53
test the waters don’t go all in i made
04:56
the mistake of
04:56
literally dropping 30 to 40 000 over
04:59
about a month and a half period in new
05:00
york and
05:02
the phones exponentially exploded
05:04
thankfully i had learned from jonathan
05:06
in the sa team at that round table
05:08
how you need your software set up and if
05:10
you’ve been watching any of my videos
05:11
that foundational workflow of the
05:14
flowchart of lead acquisition through
05:15
estimating to scheduling billing and
05:17
fulfillment
05:18
really is that uh take away what i took
05:20
away from those two and a half days so
05:22
um as we’re diving there i just want to
05:25
throw a little caution the wind
05:27
you want to test this in little chunks
05:28
before you go out and drop
05:30
30 to 40 thousand dollars in an
05:31
advertising budget or
05:33
whatever that may be a substantial gain
05:36
on whatever
05:36
you’re doing now and if you’re not doing
05:38
any and you’re just maybe going in for a
05:39
couple grand you’re still going to see a
05:41
quite an influx from what you’re used to
05:42
so just be aware
05:43
that that’s the case so foundationally
05:45
we want to make sure that office is set
05:47
up correctly and we want to look at the
05:49
three major bottlenecks of growth and
05:52
we’re going to focus on
05:54
labor today we need to address labor
05:57
first and double down so the three
05:59
bottlenecks of growth are really growing
06:00
fast without the right people
06:02
growing fast without knowing your
06:03
numbers and growing fast without
06:06
enough cash flow so either one of these
06:08
three things
06:09
will literally destroy you in your in
06:11
the process so the first thing is
06:13
jonathan talks about building and
06:14
growing that virtual bench
06:17
and the idea is the methodologies you
06:19
want to really go out and
06:20
constantly be recruiting for each person
06:22
in position in your business before you
06:24
need them because if you’re looking for
06:26
them
06:27
uh before when you need them it’s too
06:29
late so you want to go out and
06:30
constantly interview once a week i’d say
06:32
to bare minimal
06:32
for every position and maybe even your
06:34
own position that’s how i found my
06:36
replacement
06:37
of the gentleman that ran my business
06:38
but the idea is we’re creating this
06:40
virtual
06:40
labor pool or virtual bench and have the
06:43
ability through an automation or even a
06:45
manual process to be able to go in and
06:46
sort down
06:47
hey i want all my a applicants from the
06:49
last 20 days or 30 days
06:51
and now you’ve got a glorified hiring
06:53
checklist so when you have that employee
06:54
that
06:55
comes in and uh the guy or girl they’re
06:58
working with is a no call no show that’s
06:59
when you’re probably gonna get
07:00
blackmailed cody for hey i want a dollar
07:01
an hour raise if i got to work by myself
07:03
today
07:04
um so it’s going to guard you from uh
07:07
your internal team right now so you are
07:09
back in control
07:11
but more in um perspective of this talk
07:13
is
07:14
growing fast without the right people
07:16
you need that virtual bench because when
07:17
you slam the gas on
07:19
uh for that sales machine you are going
07:22
to need to add bodies in there so you
07:23
better have that pipeline of ready
07:25
employees ready to go
07:26
and then um before you go out and make
07:29
that massive
07:30
growth uh play we want to know our
07:32
numbers are we pricing our jobs
07:34
correctly
07:34
uh do we know what it costs us per hour
07:36
to break even uh
07:38
before we make a profit and what’s the
07:40
desired dollar per hour that we’re
07:42
supposed to do and hopefully have some
07:43
production
07:44
rates as well um we don’t want to be
07:46
basing our numbers on the competitor
07:48
down the street because that’s going to
07:49
be a recipe for failure and
07:51
um cash is king we want to make sure we
07:54
have enough cash flow in
07:56
our reserve so one of the other speakers
07:58
at sa
07:59
uh three and i believe it was sa six was
08:02
mike mikallowitz uh
08:04
profit first and pumpkin plan so what i
08:06
really recommend is type it into profit
08:08
first and figure out
08:10
what those cash flow allocations look
08:11
like and being able to see the ebbs and
08:13
flow of your cash flow before you go in
08:16
and make a really strong play like this
08:17
because
08:18
if you go in and double or triple or
08:20
even like simple gross case growing by
08:21
400 percent a quarter
08:23
if you don’t have that cash war chest
08:25
and have a projection of what your cash
08:27
outlay is going to be
08:28
uh you can literally bankrupt your
08:30
business overnight so those are big
08:31
things that we need to look at before we
08:34
pump the gas on this exponential growth
08:37
so the cost of a bad to your team cody
08:39
traditionally
08:40
um is two to three times the person’s
08:43
salary and i kind of looked at that and
08:44
i said well that
08:45
based on the stats before i did this
08:47
talk that seems ridiculously high that
08:49
can’t be possible
08:50
um but the stats i’ve got here are
08:52
actually kind of interesting so
08:54
turnover was a major problem in
08:57
callahan’s lawn care
08:58
and that created some indirect costs
09:01
there
09:02
and based on obviously got the direct
09:05
cost of help ads
09:06
screening interview training bonuses
09:07
those are obvious but the indirect cost
09:10
is that employee turnover and having to
09:11
continue to retrain those ploy
09:13
employees and then based on the
09:15
inconsistency of the new employees and
09:17
the training
09:18
while they’re still getting acclimated
09:20
you’ve got lower customer satisfaction
09:22
and then we went in and looked at the
09:25
damage caused by some of these wrong
09:27
hires they weren’t a good fit we kind of
09:28
knew they weren’t a good fit but then
09:30
we kind of let that go in the early
09:32
years um so we’ve got lower customer
09:34
satisfaction we get cancellations and
09:37
then
09:38
having the wrong people on the wrong
09:39
seat to the bus like you have the best
09:41
weed whacker the best mower the best
09:43
cleaner
09:44
um but if they’re not a good fit for
09:46
your business culturally and how you
09:48
work
09:48
it’s going to take your a players and
09:50
probably drag them down to b so you’re
09:51
gonna have a loss in productivity
09:53
and then loss in morale so not only is
09:55
it affecting
09:56
the new folks you’re bringing in but can
09:58
also negatively affect your core
10:00
eight players on the team because these
10:02
things are starting to
10:04
wear on them because the weight of that
10:06
is really going to be held on their
10:07
shoulders so
10:08
as we’re looking at i kind of said you
10:09
know two to three times a person’s
10:10
salary from the stats
10:12
all over the internet the different
10:13
books i was reading that seems kind of
10:15
crazy
10:15
so i actually went in and did some
10:17
research of some of the bad hires that
10:19
we had at callaghan’s and we were
10:21
anywhere from 25 to 30 employees
10:23
depending on the season
10:24
um plus subcontractors but cody any idea
10:27
uh if you’re looking at a million and
10:28
beyond business
10:29
the cost of a bad hire in the field not
10:32
management
10:33
what would that run and i i’m gonna on
10:35
the next slide here i’m actually gonna
10:36
show you what it cost us on average
10:38
i would bet from because i do not
10:41
remember this talk so i’m not cheating
10:43
uh i would bet that the way that you are
10:47
talking about it is going to lead to
10:48
it cost you more than two to three times
10:50
this person’s salary
10:52
so if you’re to throw a ballpark number
10:54
out there and i mean we’re telling
10:56
and i i sorted through some of the
10:57
horror stories but i mean these were
10:59
these were individuals that we should
11:00
have
11:01
either coached up or coached out and we
11:02
didn’t and things happened and then
11:04
we kind of figured out over a 12 or 13
11:07
month tenure how what this actually cost
11:08
us
11:09
um so let’s so
11:12
taking into account like customer
11:14
cancellation
11:15
uh or like customer satisfaction where
11:18
like they don’t like what you’re doing
11:19
week to week
11:20
so call backs complaints got to go back
11:22
we didn’t blow off the patio set
11:24
whatever that
11:24
was i’m to say uh
11:28
100k pretty close 125
11:33
000 so before we go out and scale that
11:36
business
11:37
we need to make sure um and i’m reading
11:39
off some notes here but we
11:41
we figured it covered customer cancels
11:43
damage
11:44
um production projected production drops
11:47
due to morale and motivation kind of our
11:49
budget versus actual
11:51
um and then what we looked at is said
11:53
okay well based on
11:54
that uh we need to figure out how to fix
11:57
our labor cost so we went in and created
11:59
a piece rate pay system
12:01
uh so we paid the guys and girls on a
12:03
budgeted uh
12:04
time and they got paid for the budgeted
12:06
time
12:07
um not the straight time obviously
12:09
there’s overtime rules and things you
12:10
need to be applicable if you’re watching
12:11
this
12:12
uh but the goal for also was to actually
12:14
get them more money than they would have
12:15
made with overtime uh but what we were
12:18
looking at
12:18
is with that piece rate pay system we
12:20
were being able to generate per crew an
12:22
extra 12 to 1300
12:24
a week without changing a guy or girl on
12:26
that crew
12:27
and or a piece of equipment but what
12:29
that did is it started to
12:31
change the way we looked at
12:35
hiring and there was some very three
12:37
distinct
12:38
things that we came up with that
12:40
actually helped and i want to share
12:42
those
12:42
um and they’re really they’re three low
12:44
cost high return hiring strategies so
12:46
the interviews
12:48
are screening for values alignment so
12:51
i’ve used the example before but i’ll
12:52
use it again because it really works so
12:54
one of our core values is
12:55
we’ll do what we say we’ll do uh at
12:57
callahan’s is one of the core values we
12:59
had
12:59
um so on a interviewing screening call
13:02
the office could one of the questions
13:03
that asked like hey how do you feel if
13:05
someone says they’re going to call you
13:07
back but they never do
13:08
that’s an alignment for our values how
13:10
are they aligning
13:12
uh with things that we’re actually
13:13
standing for now if they’re like yeah
13:15
whatever it’s
13:15
not a big deal if they call me back or
13:16
not that’s a red flag was that that’s
13:18
not a cultural alignment
13:20
then we had job descriptions that
13:22
focused on the culture so
13:23
just like um we’ll do what we say we’ll
13:26
do we had another
13:27
uh one that was basically we give you
13:28
the lifestyle you desire it was actually
13:30
twofold
13:32
and when we built that uh over an elite
13:34
momentum
13:35
and forum that we were looking at we
13:38
wanted to give our employees
13:40
the lifestyle they desired so if they
13:42
wanted to be out by three o’clock
13:43
to go see their kids baseball game or
13:45
football game or ballet class whatever
13:47
that was
13:48
that was an alignment we wanted to
13:49
empower them to make as much money as
13:51
possible but with a quality constraint
13:53
get paid for maybe till five o’clock
13:55
with that budgeted time so now we’re
13:57
starting to drive the ability for them
13:59
to almost run
14:00
their own little business within ours
14:02
and i’m going to show you actually some
14:03
job descriptions and some help ads that
14:04
we did later in the talk
14:06
that focus on some of this but the idea
14:08
here is these job descriptions
14:10
focused on the culture that we had and
14:12
we also had it on the front end of the
14:14
focus of culture
14:15
we wanted to give our customers the
14:17
lifestyle they desired so just like our
14:19
internal employees maybe
14:21
our customer wanted to go to their kids
14:23
sports event
14:24
um and not have to worry about cutting
14:26
the lawn on the weekends or
14:27
cleaning the house or whatever that was
14:29
so it was two-fold it was internal and
14:31
external
14:33
and then the final thing was standard
14:35
selection
14:36
processes we talked about jonathan in
14:38
building that virtual
14:39
bench what we had built into an
14:41
automated process that originally was um
14:44
not automated so it was manual so if
14:46
you’re not automating things yet this
14:47
still applies but we have a standardized
14:49
selection
14:49
process and that process literally is
14:52
going into an online application
14:54
that makes them jump through some
14:56
virtual hoops to make sure they’re
14:57
actually
14:58
ready to apply for the job and we’re
15:00
trying to buy some time back as well
15:01
but once they get through that
15:02
application uh part of the process is
15:04
somebody in the office is gonna set up
15:06
an interview date and time with them and
15:07
plug that into a master
15:09
form and then that automation is going
15:11
to either email or text message them the
15:13
week the week before the day before the
15:14
interview
15:15
and give them some homework going down
15:17
the dmv to get a driver’s abstract now
15:19
if you’ve been to
15:20
the dmv lately cody but let me tell you
15:22
if you’ve been there
15:23
uh if they got there and waited through
15:25
that list and actually
15:27
uh got that driver’s abstract by the
15:28
time they got to the virtual interview
15:30
or the in-person interview we knew
15:31
somebody
15:32
um was actually interested in that job
15:34
and then
15:35
we standardized the questions it wasn’t
15:37
always the same exact five questions
15:39
that we’d ask we’d ask more
15:40
but there was at least five that we ever
15:42
we asked every applicant
15:44
and they also focused on that culture
15:46
and alignment and if they were a good
15:47
fit
15:48
but the idea is we had a non-bias of at
15:50
least five questions every applicant
15:51
would get asked
15:52
and then we would rank them a b and c in
15:55
that automation then we could pull up
15:56
that virtual bench or that qualified
15:58
labor pool uh but right now the labor
16:00
market’s tough so these three
16:02
uh low cost high return strategies the
16:04
ones we use to
16:06
help tackle those indirect costs upfront
16:09
and hopefully alleviate
16:10
the no shows the turnover the cancels
16:12
and the effect of morale of our
16:14
um folks in the field or even in the
16:17
office for that matter
16:18
so as we’re looking at before before you
16:21
get into
16:22
this next slide here um
16:26
the the hiring landscape is is really
16:29
different right now
16:30
than it was you know last season when
16:33
people were trying to staff up
16:35
because of the amount of layoffs that
16:37
we’ve had
16:39
how do you think people should be going
16:41
after
16:42
like non-traditional applicants
16:46
well i still think right now uh for what
16:48
we’re seeing is indeed right now is
16:49
probably a hot spot
16:50
um there’s some other plays that right
16:53
now
16:54
that that we traditionally did and i
16:56
think jonathan has done it as well he’s
16:57
probably talked about it as academy but
16:59
um
17:00
traditionally we had a very large
17:02
hispanic or guatemalan workforce
17:04
so we would actually sometimes go out
17:06
and recruit at some of the churches
17:08
um and talk to the pastor to see if we
17:10
could somehow
17:11
either donate some money to the church
17:13
or somehow get into that ecosystem
17:15
couple of our managers actually went to
17:16
the church services
17:18
um but our we knew our core group of
17:20
guatemalan employees
17:22
uh hung out at certain churches in
17:23
certain areas on the weekend so we went
17:24
there to actually re
17:26
try to recruit them and then in addition
17:29
we had uh i would say
17:31
as far as our american workforce there
17:32
was two or three trailer parks that a
17:34
lot of the guys and girls lived at
17:36
uh so we did some heavy extensive um
17:39
basically advertising to those trailer
17:42
parks as well as doing a referral
17:43
program
17:44
uh we’d always laugh like hey if
17:46
somebody’s car broke down or these guys
17:47
couldn’t get to work
17:48
we might as well just buy a bus and just
17:50
send it over because it was literally it
17:51
was a central area between
17:53
three or four trailer parks so that was
17:54
those were our key areas that we found
17:57
our best employees were hanging out yeah
18:01
does that make sense yeah so what i’m
18:04
thinking
18:04
is uh like i
18:08
know a ton of people who worked in
18:12
the service industry like restaurants
18:15
bars who are out of work right now
18:19
um and i mean as you know from
18:22
your days uh uh djing
18:26
if you don’t know about that uh martha
18:29
will send you a picture
18:30
i get in touch with martha complete with
18:31
frosted tips but no i mean
18:33
and actually when i was a nightclub dj
18:35
um
18:36
depending on the individual they were
18:37
great they were great folks because that
18:40
it was the opposite work shift uh as
18:42
long as they’re responsible at night and
18:43
we’re not not only benders they were
18:45
they were really great and it was
18:46
non-traditional
18:47
uh but they were used to standing on
18:49
their feet and going 24 7
18:50
and a lot of chaos around them so they
18:52
were um those were great folks
18:54
especially the bouncers and the
18:55
bartenders
18:57
but i’m just trying to get strategies
18:58
out of you for pursuing
19:00
you know like back of house people at
19:02
restaurants and
19:03
even like waiters in the front of the
19:04
house like you said they’re used to
19:06
being on their feet
19:07
pushing all day uh and
19:10
you know the kitchen may be
19:11
air-conditioned but it’s not like
19:14
yep you’re used to that so the kitchen’s
19:17
a tough one
19:18
um i’m not sure how but what i will tell
19:19
you is business cards here
19:21
always have money uh i won’t mention the
19:24
fast food joint but there was one local
19:25
one here that
19:26
uh there was two or three individuals
19:28
working that fast food um
19:30
window kind of and just like they
19:32
weren’t lawn care folks but
19:34
i will tell you if you can grab somebody
19:36
that can run or register to mcdonald’s
19:38
or wendy’s or tim hortons or dunkin
19:39
donuts
19:40
those folks are handling a lot of
19:42
different things at once and there’s
19:43
precision and there’s detail
19:45
it’s not your typical lawn care home
19:47
cleaning folk but i tell you what if you
19:48
put me on that register at mcdonald’s
19:50
with
19:50
the drive-thru i would fall apart in
19:52
about 10 minutes i don’t know how they
19:53
do it
19:54
it there is a skill set as well as um
19:57
some of the management
19:58
uh for those fast food organizations you
20:00
know they’re making 60 70 000
20:03
a year but a lot of times they don’t
20:04
like to be stuck in the hot
20:06
uh kitchens and in that environment um
20:08
but those individuals that if you could
20:10
find some that runs and manages fast
20:12
food joints
20:13
for for a corporation they are a really
20:16
good fit for management style
20:18
of a service business in my opinion at
20:20
least
20:22
but yeah it’s tough and you got to be
20:23
ethical but if you’ve got a card and you
20:24
give it to them
20:26
i tell you what nine times out of ten i
20:27
got a phone call back within a few days
20:30
so uh good question though any other
20:32
questions there no no keep going
20:34
so as we’re kind of do looking into this
20:36
now we want to visually break down the
20:38
employee recruiting
20:39
um starting with the higher train and
20:41
the core values so just as a quick
20:43
visual we’ve got our craigslist facebook
20:45
indeed uh referrals from employees like
20:47
i
20:48
talked about and something else we’ve
20:50
recently uh been playing with
20:51
is uh facebook messenger bots to
20:53
actually create another funnel through
20:54
there through messenger
20:56
um but the idea here is we want to get
20:57
them in and we want to interview and
20:59
align to those core values and then
21:00
we’re going to go in and
21:02
hire and onboard and reinforce those
21:04
core values
21:05
and then once they’re in there
21:06
traditionally especially my company in
21:08
the beginning
21:09
uh before we really invest in this is we
21:11
wanted to wow them in align
21:12
with cultural values and one of the ways
21:15
we did that was reinforcing public
21:17
service
21:18
and different things we did but a lot of
21:20
times once we get somebody in the bench
21:21
and they’re working for us
21:23
uh we kind of forget to reinforce those
21:25
core values so those are things that are
21:27
important to continue to reinforce
21:28
and keep them engaged and believing in
21:30
not just a paycheck but what you guys
21:32
actually stand for
21:34
so as you mentioned he said maybe we’ve
21:36
got traditional or non-traditional
21:38
employees now
21:39
um that we’re going out to recruit so
21:41
how do we attract and sell your
21:43
companies to the right
21:44
prospects but not the wrong one so
21:47
uh this was in the early days of calling
21:49
hands here but we had
21:50
dug it up and snow removal professionals
21:52
the lifestyle you desire so that is what
21:54
we’re standing for
21:56
we’ve created a company video here and
21:59
i’ll break down what i included in this
22:00
but this is still
22:01
very applicable uh right now um but the
22:04
main thing is
22:05
what are we looking for so we set the
22:07
example
22:08
of either whether you’re a subcontractor
22:10
employee
22:11
there’s two different ads we ran but we
22:13
we dialed in
22:14
what the day in the life looks like and
22:17
what are you going to be doing
22:18
what you’ll need to be successful and if
22:21
you want to stand out here and really
22:22
excel these are the things you’re going
22:23
to need
22:24
so we broke those down into what are we
22:26
looking for what you’ll be doing
22:28
what you’ll need to be successful and
22:30
you’ll stand out here if
22:31
so these things through an interview
22:33
when we start hitting on these major
22:34
points start to
22:36
figure out if they’re a cultural fit and
22:37
if they can actually hack the work of
22:39
being outside
22:40
so in this video here or slide deck
22:43
depending on how you do it we used to
22:44
have a big
22:45
60 70 inch tv in the office and we would
22:47
do a google slide deck
22:49
or powerpoint or we had a recorded
22:51
version when we standardized and
22:52
delegated but the idea here is it went
22:54
through
22:55
every position in the company and the
22:57
pay rates
22:58
and the responsibility so we showed them
23:00
that as they came into the company
23:01
there was literally no glass ceiling
23:04
they could evolve from the bottom all
23:06
the way up to the top to my my position
23:08
eventually i got replaced
23:10
so people could actually see the
23:11
ballpark range of what my salary
23:13
replacement would have looked like
23:14
um and then we dove into uh some
23:17
pictures here so there’s probably i’m
23:18
guessing 12 or 15 vehicles here
23:21
in the shot that we could fit with the
23:22
guys in that morning um
23:24
near the end of it we were around 19 or
23:26
20 trucks uh but we had
23:28
pictures of literally when we had two or
23:29
three trucks the five or six seven or
23:31
eight and then the whole entire fleet so
23:33
we showed as the business grew
23:35
the everything kept growing so we wanted
23:37
to show that it wasn’t just static there
23:39
was growth there’s a potential
23:40
because a lot of times when people go
23:42
work for a lawn care company
23:43
probably 95 of them when they come in as
23:46
a technician they’re really never going
23:47
to go past that crew leader
23:48
we wanted individuals that want to grow
23:50
their career uh in addition to that we
23:52
had a
23:53
picture of a guy with a hedgerow it was
23:55
actually my ex-brother-in-law
23:57
and uh he was he was trimming a hedgerow
23:59
and this thing must have been about a
24:00
quarter mile long it was 90 degrees out
24:02
and he looked like he was going to die
24:04
but we showed him the realities of the
24:06
work and there was a few other pictures
24:07
of a guy pushing a
24:09
uh basically a salt spreader and he had
24:11
been out in a rain ice storm for 12
24:12
hours and he was just soaked he looked
24:14
like a wet dog
24:16
but we built them up we want to make
24:17
sure the line but we also kind of wanted
24:19
to scare out the applicants that hey
24:20
this this is out in the sun you’re going
24:22
to get a sunburn like it’s hot you may
24:24
be carrying equipment for 10 11 hours
24:26
you may be out in a snow storm for 10 or
24:27
11 hours with some break state mandated
24:29
so
24:30
we wanted to give them a taste of the
24:31
reality um and then we touched on some
24:34
things about cultural alignments we had
24:35
a culture of giving back so
24:37
this is a really sweet couple if you’re
24:39
on youtube you probably can still find
24:41
it but um
24:42
this is a video where my manager
24:43
followed me into this house and they’re
24:45
i think their daughter or their niece
24:46
submitted them in
24:47
because every year before veterans day
24:49
we would raffle off free snow plowing to
24:51
a veteran
24:52
um these guys had one and eight i forget
24:54
it was i’m assuming it was probably
24:56
world war two but they were in their mid
24:57
to late 90s
24:58
really really sweet couple so we
24:59
surprised him and gave him a certificate
25:01
for free plowing
25:02
um and they invited us in the house and
25:04
let us share the video
25:06
but the idea is we wanted to reinforce
25:08
the cultural alignment of what we stood
25:10
for
25:10
and ask the new employer the potential
25:13
employee how do they feel about this
25:15
we want to give back and give that
25:17
lifestyle people desire internally as
25:18
our employees and externally outside so
25:21
um these are the types of things that we
25:22
did
25:24
and then uh obviously we’re constantly
25:26
recruiting with that automated
25:28
system so i’m not going to get the into
25:29
the total details of
25:31
the idea of the process but we’ve got an
25:33
english and spanish landing page
25:35
and those are the job descriptions that
25:36
fit culture when we do the interviewing
25:38
process we got interviews that
25:40
screen for values alignment and then
25:42
that selection process is standardized
25:44
with those five questions and that what
25:46
it kind of looks like in an automated
25:48
flow uh english and now basically street
25:50
spanish is what we’ve been doing
25:52
so the final thing is before we go in
25:55
for this market or this blueprint to
25:57
really go out and exponentially grow
25:58
your business
25:59
is you want to look at um creating
26:02
prospects
26:03
in leads and service autopilot so
26:04
service autopilot at this point
26:06
uh in 2020 does not have the ability to
26:09
automate
26:10
employees but what we’ve done is taken
26:14
clients or leads basically and we’ve
26:16
added some some
26:18
structure to it and now you can sort
26:20
down on job
26:21
applicants and this is something we
26:24
built in callaghans and now we’ve
26:25
repurposed at simple growth
26:27
but the idea here is now i can go in and
26:30
filter down to those a b
26:31
and c job applicants with a date range
26:34
or a time filter
26:35
so we’ve created basically jonathan
26:37
pitocinic’s virtual bench all inside
26:39
service autopilot
26:40
and foundationally these are all the
26:42
things that in my opinion you need to
26:43
have your ducks in a row
26:44
before we go out and dive into this life
26:47
cycle marketing to dominate your market
26:51
so uh probably most people tuned in to
26:53
figure out how to dominate your market
26:54
but i thought
26:55
it was really ethically a thing i had to
26:58
get into before we do it is you need
27:00
that foundation because if you go in and
27:02
do all the things i’m going to show you
27:03
here
27:04
the wheels are going to fall off if you
27:05
don’t have those foundations um
27:07
especially the cash flow knowing your
27:08
numbers
27:09
and having the right people on the bench
27:12
so
27:12
life cycle marketing is um basically a
27:15
way that we attacked our marketing and
27:17
really what it is is we’re to talk to
27:19
the
27:20
lead or the client where they’re at in
27:21
the life cycle
27:23
and what i’m going to suggest is most
27:25
businesses have four or five areas where
27:28
they’re literally
27:29
physically taking the money um in their
27:32
business and dropping it in the trash
27:33
can and you can kind of see some of
27:34
these little red cans here along the way
27:36
so on a real high level i’m going to
27:37
connect life cycle marketing
27:40
and then show you the different pieces
27:42
that we use to go out and dominate my
27:44
market
27:45
throughout the years so right now
27:48
we should be probably going out through
27:50
facebook adwords
27:51
uh niner rounds that’s when you drop a
27:53
pin on a house that new lead comes in
27:55
and we market the ninth surrounding
27:57
homes potentially banner ads every
27:59
georgia direct mailing and now
28:01
updated um conversational marketing
28:03
we’ve talked about kodi is
28:04
facebook messenger bots that can
28:06
automatically
28:07
estimate uh pricing based off of the
28:10
square footage at zillow
28:11
so we’ve got the ideas we’re driving
28:13
them into our website here
28:16
and if they’re not ready to con convert
28:19
we should have something called a lead
28:20
magnet i’m going to break down what a
28:21
lead magnet is but it’s going to be a
28:23
simple ask for first name last name and
28:25
email
28:25
that gets them inside service autopilot
28:27
because if you’re spending all this
28:28
money on facebook and adwords and niner
28:30
rounds
28:31
you’re driving traffic to that website
28:33
um but if you’re not capturing them if
28:35
they’re not committing to an estimate
28:36
you’re throwing all that marketing money
28:38
away
28:38
so we’re gonna have a lead magnet so we
28:40
can continue to nurture them and when
28:41
they’re ready to buy
28:42
hopefully we’re top of frame of mind in
28:44
addition we really should have a
28:45
facebook pixel on the back
28:47
back end of your landing page or your
28:49
website to go out and retarget them
28:51
uh through a custom audience um these
28:53
are things that can be set up very
28:55
quickly and easily
28:56
and there’s pennies on the dollar but if
28:58
you’re not tracking a lead magnet that
29:00
facebook pack pixel
29:01
and retargeting that custom audience of
29:03
people that have hit that website
29:04
uh that’s one whole now in your sales
29:08
funnel
29:08
we really should have a short term
29:09
education and some kind of automated
29:11
estimate follow-up so this is very
29:13
similar to what we do in 20 days to
29:14
close
29:15
so we’re educating them how to do the
29:16
service themselves and
29:18
whatever service they’re interested in
29:19
but in that process we’re overcoming
29:21
sales or price objections so we’re
29:22
shortening that sales cycle
29:24
and we’re making the business owner the
29:26
experts we’re creating a higher
29:27
perceived value
29:28
so you can charge a higher price uh most
29:31
service businesses including my own in
29:32
the early days didn’t have
29:33
the time or ability to follow up on an
29:35
estimate so we view service autopilot
29:37
automations
29:38
to follow up um in that 20 days to close
29:41
process so if we lose that estimate the
29:44
next hole that you’re potentially going
29:46
to see
29:46
is loss estimates do you have a way to
29:49
bundle them up
29:50
per service nurture them and then about
29:52
a month to a month and a half before
29:54
that particular season starts so if
29:55
we’re going into the fall
29:57
and all our estimates for say fall time
29:59
aeration and overseeding
30:00
uh do we have a way to go out and
30:02
reactivate them and upsell that service
30:04
so
30:04
instead of taking all that marketing
30:06
money and literally taking all the lost
30:08
estimates and
30:09
physically you’re you know somewhat
30:10
physically taking the throne in the
30:12
trash
30:13
now we’re creating a database that we
30:14
can nurture and upsell
30:17
if the sale is one do we have a way if
30:21
it’s a one-time
30:22
sale so very similar like a cleaning
30:24
company if somebody signs up for a
30:25
one-time cleaning but doesn’t
30:26
buy the reoccurring weekly or bi-weekly
30:29
cleaning or lawn care if they sign up
30:30
for a one-time spring cleanup
30:32
in the beginning of the year but they
30:33
haven’t bought a reoccurring fertilizing
30:35
or mowing
30:36
we should have some place in effect to
30:39
make sure the automation
30:40
or manual process triggers five days
30:42
after that service if they haven’t
30:44
scheduled the reoccurring service
30:45
to upsell it otherwise you’ve got a huge
30:47
hole in your sales funnel here
30:49
and then when we’ve got that reoccurring
30:52
sale
30:53
right out the gate a gateway service
30:55
we’re going to talk about gateway
30:56
services here in a minute
30:57
um do we have a way to upsell another
31:01
reoccurring service so something that
31:02
we’ve seen
31:03
uh real success in the service autopilot
31:06
academy ecosystem
31:07
without giving away any of the tips or
31:09
tricks is a lot of the academy
31:11
elite members and regular academy
31:13
members are taking the teachings of
31:15
academy and saying
31:16
how can we take a stop of say
31:18
fertilization
31:20
and maybe be licensed for perimeter
31:22
pests
31:23
and mosquitoes so now that we’re not now
31:25
that we’re going there with the same
31:26
truck and very minimal
31:27
extra equipment expense we’re not only
31:29
fertilizing but we’re doing perimeter
31:31
pass
31:31
and we’re doing mosquitoes for an extra
31:33
10 minutes they’ve tripled
31:35
um or doubled the bottom line uh margin
31:38
on that so we’re going out and
31:40
creating a process there and then we
31:43
want to go out and cross-sell and
31:44
upgrade
31:45
with seasonal timing and then be able to
31:47
cancel any reactivate any loss sets
31:49
those cancels again
31:51
uh based on the seasonality so those are
31:53
the kind of core areas you want to look
31:55
at before we dive in the
31:56
to the axial uh takeaways of this talk
31:59
but the
32:00
next thing we’re looking is i talked
32:01
about a lead magnet cody and a lead
32:03
magnet
32:04
is just literally something of value so
32:06
this was right off the callahan’s
32:07
website
32:07
uh six reasons to hire a professional
32:10
video series
32:11
and we utilize the back end of a service
32:13
autopilot form
32:14
it would automatically enter them in the
32:16
service autopilot and then we’d start
32:17
nurturing them
32:18
uh so lead magnet ideas video series
32:21
white paper or how-to guides with
32:23
pictures so
32:24
this is actually a screenshot here of
32:27
when we had the pleasure of flying down
32:28
to dallas
32:29
a year or two ago to meet with all of
32:31
the service autopilot academy elite so
32:34
if people are watching this
32:35
and wondering about academy um from the
32:38
things i’ve seen
32:39
it is worth every penny uh it is great
32:42
and they bring in professionals in like
32:43
jason cupp
32:45
uh jim houston they brought the simple
32:47
growth team in
32:48
uh but we had the pleasure hanging out
32:49
with academy elite two days and
32:51
part of that time we taught and did
32:54
automations with him but one of the
32:55
things we provided them
32:56
as an elite member as your four big
32:59
essentials for
33:00
lawn care and this was a lead magnet
33:02
with all the content that we wrote for
33:03
them
33:04
but a lot of academy members are still
33:05
using this cody and actually have a
33:06
really good success for that
33:10
um up to that point cody any questions
33:14
this is all good stuff is there
33:15
somewhere if if people want
33:17
a a copy of that flowchart
33:21
um is that somewhere that they can get
33:23
it or can we like come back and put it
33:24
in the comments later yeah we can put in
33:26
the comments i can uh i can put it right
33:27
on
33:28
uh the messenger bot right on the simple
33:30
growth facebook page
33:31
and um you know give me about 24 hours
33:33
and we’ll put that back on the notes and
33:35
we’ll just have they can type in slides
33:36
or whatever that is and
33:38
it’ll automatically give them a pdf
33:39
download right there often yeah i think
33:41
that would be
33:42
a really helpful thing to like print out
33:44
and have near your desk especially as
33:46
you’re thinking about your marketing
33:47
plan
33:48
just being able to identify which of
33:49
those trash cans you’re letting people
33:51
fall into
33:53
absolutely yeah definitely yeah happy to
33:56
do that so
33:57
if you were an essay five and you heard
33:59
jonathan’s talk he talked about
34:00
anchoring your business with two to
34:01
three
34:02
core recurring services so
34:05
i’m going to break this down kind of
34:06
industry specific so lawn care what i’m
34:08
going to recommend as a core recurring
34:10
service is your lawn care
34:12
so far as far as lawn mowing
34:15
fertilization
34:16
are your two core uh gateway services so
34:19
those are things that you can go in
34:21
right now
34:22
and measure through smart maps or maps
34:23
pro depending on version two or version
34:25
three
34:26
and automatically calculate a price and
34:28
budget time and sell over the phone
34:30
now home cleaning uh is pretty
34:32
interesting so you can actually pull the
34:34
square footage off of zillow
34:36
pretty quickly in the office and ask
34:37
some qualifying questions of number of
34:39
people pat’s different things for that
34:41
um you know kind of that dirt code how
34:43
dirty is the house
34:44
um but the idea is we want to be able to
34:47
sell
34:48
um two maybe three recurring services
34:50
right over the phone
34:52
and close them right there because speed
34:54
is the name of the game so
34:55
when we anchor those two to three
34:57
recurring services we want to use
34:59
digital marketing to cast that broad net
35:02
and we’re going to use such things as
35:03
custom audiences in facebook
35:05
uh list of prospects and service
35:07
autopilot and import those into facebook
35:09
for other custom audience
35:10
and then facebook ads targeting your
35:13
ideal geographic neighborhoods or
35:15
demographics so we’re just going to plug
35:16
basically a geo fence over your service
35:19
area
35:19
or your ideal service area and we’re
35:21
going to go out and cast that digital
35:22
net and we’re going to have that
35:23
facebook pixel hopefully on that website
35:25
so we can retarget those people as they
35:27
look at it but the idea is
35:29
the digital net is going to cast around
35:31
your whole entire service area
35:33
um but now we’re getting customers
35:36
popping up over here over here over
35:37
there cody
35:38
and name of the game is route density so
35:41
we don’t want to be driving all over
35:42
so what we’re going to do then is use
35:45
offline marketing to zero
35:46
in for route density and the way we’re
35:50
going to do this is use maps pro to
35:51
create a list i’m going to show you how
35:53
to do property specific pricing
35:54
a couple things that we did um at
35:56
callahan’s it actually
35:58
we had a list of over 10 000 homes being
36:01
currently mowed by commercial prop
36:03
our competitors so i’m going to break
36:04
that down for you how you can do that in
36:06
your market before it’s too late for the
36:07
fall
36:08
and then we also use the sun gym
36:09
integration for cards gifts
36:11
and ringless voicemail bombs so we’re
36:13
gonna cast that digital net out
36:15
through facebook and maybe pay per click
36:18
and then we’re gonna use offline
36:19
marketing to focus in on the areas we’re
36:20
already at
36:21
or if you’re looking at the map the big
36:23
gaps between your dense areas so we can
36:25
minimize that non-billable drive time
36:27
so we’re going to dive in now to show
36:29
you how we use service autopilot to
36:30
actually
36:31
um handle these objectives here hey i
36:34
want to point out one thing real quick
36:36
about
36:37
your facebook retargeting
36:40
you have the pixel set up on your
36:41
website anyone who comes through no
36:44
matter what source
36:45
they’re coming from so if they’re coming
36:47
from an adwords click
36:49
they’re coming from their neighbor told
36:51
them about
36:53
your company you know whatever that
36:54
source is if they have a facebook
36:57
account
36:58
they’re getting put into your custom
36:59
audience to then get followed around on
37:01
facebook by you
37:03
so that retargeting audience is so
37:05
important
37:06
because it helps you spend a little bit
37:09
more
37:10
but it makes all of your uh
37:13
campaigns more successful okay yeah no
37:17
good good input too
37:18
and i mean i’m actually i wasn’t
37:20
planning on it but a couple of
37:21
screenshots i have maybe
37:23
are well i know a couple of them are a
37:24
little outdated just with the facebook
37:26
pixel
37:26
um because it’s constantly moving but i
37:28
will give everybody an idea of where to
37:30
find that stuff as well and you may have
37:31
some input is that cody
37:33
uh but the online marketing that
37:34
facebook pixel so uh using knowledge
37:37
um you gather about them to build a
37:38
stronger relationship so
37:40
target those users have been to a
37:42
certain page of your website if you want
37:43
so maybe somebody was looking at snow
37:45
removal or lawn care
37:46
or pest control go out and you can
37:48
basically dial into certain pages or all
37:51
the pages on your website
37:52
track how many visitors converted after
37:54
seeing a particular ad on facebook
37:56
and then the stats most new sales take
37:58
about 43 days to convert into a customer
38:02
uh at callaghan’s when i read i ran the
38:03
metrics before this talk it was about
38:05
64 days so we need to continually be out
38:08
with those retargeting ads
38:10
to stay in front of them and they’ll
38:12
short term or the long term nurture
38:13
depending where they’re at in that
38:14
customer life cycle
38:16
and on average they will click at least
38:17
five call to actions so ctas before
38:19
buying
38:20
so it could be that lead magnet it could
38:22
be um
38:23
the google review link it could be the
38:25
customer testimonials you have on your
38:27
website
38:28
um so you want to make sure you got
38:29
enough beef in there that they can go
38:31
through
38:32
and click on different things um we want
38:34
to continue to provide that free
38:35
valuable content
38:36
uh to let those cold leads know who we
38:38
are and hopefully
38:39
warm them up so they’re ready to buy
38:42
and we definitely want to go out through
38:44
education and not
38:46
a sales pitch because we want to get
38:47
them to know like and trust us
38:49
and those are going to convert into
38:51
better customers so as you go in here
38:52
the facebook ads
38:54
pixel now like i said some of this stuff
38:55
has been moved around but this at least
38:57
give you a base idea of kind of the
38:59
things you need if you don’t have it
39:01
um so right now we’re going to go and
39:02
set the pixel here
39:04
um and we’re going to select our
39:07
campaign objective so
39:08
most people are driving brand awareness
39:11
or messenger right now
39:14
but obviously you want to talk to a
39:15
facebook ads expert before you do this
39:17
but i want to give you some overview
39:18
kind of what this looks like behind the
39:20
scenes if you’ve never gone into
39:22
the ads manager so next thing is we want
39:25
to go in
39:26
and name the campaign make it something
39:28
with a standardized naming convention so
39:29
you can go back historically and see
39:31
what it is
39:32
and it makes sense um and then we want
39:35
to go in and
39:36
grab that pixel and it could be from any
39:38
url
39:39
on your website or it contains this
39:42
so people have visited the specific web
39:44
pages in the last 30 days
39:46
i believe what is it 180 days uh that
39:48
can be retargeted now
39:50
uh yeah it depends on what kind of
39:54
retargeting you’re setting up
39:56
there’s some things that’ll go 365. okay
39:59
so
39:59
obviously we want to set that um
40:01
retargeting as well
40:02
yeah and then we want to downsell our
40:05
gateway services
40:06
so we’re going to sell those core
40:07
services like lawn mowing the
40:09
fertilizing or the cleaning
40:11
over the phone so we’re going to use the
40:12
utilized maps pro to measure the
40:14
property or get the
40:16
custom fields off zillow for the home
40:17
square footage for cleaning
40:19
we’re going to create custom fields and
40:20
store them in there so
40:22
turf square footage or home square
40:24
footage goes in there and then we have
40:25
price matrices
40:26
that automatically calculate a price of
40:28
budgeted time and a cost before profit
40:31
in the pre-templated service autopilot
40:33
estimates so these pre-built estimate
40:34
templates are going to create speed and
40:36
accuracy
40:36
and allow people to down sell so we’re
40:39
not going to try to sell everything in
40:41
our our
40:42
our service mail offering we’re just
40:45
going to get them
40:45
on the one or two services we can get
40:47
them over the phone quickly and then
40:49
we’re going to go back out there
40:50
and say 20 to 30 days and upsell
40:53
additional reoccurring services so the
40:55
idea is lock them up on the phone for
40:57
speed and accuracy
40:59
so now that we’ve gone in and cast that
41:02
digital net
41:03
um and sold over the phone
41:07
we really want to go in offline and
41:08
build route density so
41:10
in the leads feature in version two of
41:13
service autopilot
41:15
we’re able to go in and dial into a map
41:17
here what i’ve done
41:18
is you can see here these tabs here
41:21
these yellow ones
41:23
um i can go in and click on each house
41:26
in a neighborhood or the nine
41:28
surrounding houses and what it does is
41:30
it creates a
41:31
lead list here for you so what we did is
41:33
we made
41:34
marketing lists of all the homes around
41:37
um our existing clients and then we
41:40
brought college kids in in the
41:41
winter to actually go in and create
41:44
property specific pricing based on our
41:46
matrices
41:47
and then we did direct mail campaigns
41:49
offline
41:50
to those homes um and that was one of
41:53
the plays the additional play was we
41:55
actually went out
41:56
and um took like a notebook
41:59
and it you know ethically i think this
42:01
is okay i didn’t make some of my
42:02
competitors really happy when we did it
42:04
uh but we drove around every single
42:06
neighborhood that we uh we serviced cody
42:08
and we created a list and it was like
42:09
123 main street we put the name of the
42:11
street in the notebook
42:13
and then just listed the house numbers
42:14
underneath it and this we
42:16
ended up creating a database about 10
42:18
000 homes and we could tell they’re
42:20
being mowed
42:21
uh at least in the northeast by the
42:23
lines in the lawn
42:24
in the front when we drove up you could
42:26
tell this lawn was probably commercially
42:28
mowed here
42:28
especially when you’re looking at it
42:29
directly so any long that looked like it
42:31
was commercially mode
42:32
we added it to list and then we had some
42:34
college kids come in in the winter
42:36
measure them and create a database and
42:38
then what we did
42:39
i’ll show you a picture of it a little
42:40
bit is we mailed all of those out
42:42
property specific pricing
42:44
and on the envelope uh the we went to a
42:47
mail house that did it
42:48
and it said lawn mowing customer with
42:50
the address
42:52
um and the first time we did that we had
42:55
a very significant
42:57
adoption rate now the effect of this
42:59
went down but the first year
43:01
we probably picked up over 200 lawn
43:02
mowing accounts alone but we had the
43:04
lawn mowing
43:05
the fertilizing and the aeration and
43:06
overseeing all there are three options
43:08
and then bundling and save
43:10
but that’s this is one way of using
43:11
service autopilot um
43:13
and then if uh you’re using a product
43:16
like send jim a radius bomb would
43:18
literally just drop
43:19
here and it would grab the closest nine
43:21
addresses and could potentially
43:23
automatically send postcards
43:24
one three or five times is what i’d
43:26
recommend uh but probably three or five
43:28
is what you want but the idea is you can
43:30
do this manually
43:31
or you can automate it through send gym
43:34
and then want to streamline our pricing
43:35
with that pricing matrix i
43:36
told you about so this is a big
43:38
commercial property where we actually
43:39
went out
43:40
and dropped these pins uh to measure the
43:43
the gross lot and then we’d go in around
43:45
the building and parking lot and suck
43:47
that out
43:47
with the plus and minus features of
43:49
service autopilot maps pro
43:50
or smart maps now in v3 but these are uh
43:54
the things that we’d want to do
43:55
we do that for the niner the online
43:57
niner rounds or that database as well
43:59
um so everything went out with property
44:01
specific pricing and it allowed us to
44:03
sell even quicker
44:05
so offline marketing um 3 000 or 300 000
44:09
plus direct mail pieces
44:10
uh in one spring this is a picture of uh
44:12
what we did here but
44:14
the the bags go way beyond here uh but
44:16
that’s me in the background
44:17
everything’s stacked here and all these
44:19
bags are our portion of the direct
44:22
edm and direct mail piece that we did so
44:25
we had eddm every direct door mailing
44:27
and then we had property specific
44:28
mailing um in there as well
44:31
uh with services and the key to this
44:33
really is
44:34
if you’re gonna drop a 30 to 40 000
44:36
spend or even three or four thousand
44:38
uh you don’t want to just take it out
44:40
and push say
44:41
three hundred thousand flyers out to
44:43
three thousand three hundred thousand
44:45
homes
44:46
you would wanna go out three to nine
44:48
times
44:49
and have each house get three to five
44:53
different uh mailings because it’s that
44:55
frequency they need to see it three to
44:56
five times before it resonates so
44:58
if you’re looking at a massive ad spend
44:59
you want to consolidate that down
45:02
and take whatever that spend is and and
45:05
hit those folks so
45:06
uh the page we did a full page insert in
45:08
the community newspaper
45:10
that went out nine different times it
45:11
was three different ad copies
45:13
and they alternated one two three one
45:14
two three one two three
45:16
it was interesting by the third time it
45:17
went around they’re like oh we recognize
45:19
you
45:20
but the first one they had no idea they
45:21
just threw in the trash but it started
45:23
to build
45:23
so those are some of the keys to success
45:25
there um and once you did this we wanted
45:27
to create this pre-built estimate
45:29
template with the pricing matrix i’m
45:30
talking about so
45:31
in the lawn mowing example the square
45:34
footage
45:35
here for 11 000 square feet fictitiously
45:37
calculated a price of 55 bucks
45:39
0.48 hours to do it on site in a cost of
45:43
17.72
45:45
before profit and then we had the
45:47
ability to break down my market
45:49
in either postal codes or towns so we
45:51
put the number one in here
45:53
it calculated an extra eight dollars and
45:55
nine cents for mobilization that
45:56
non-billable time
45:58
now if you’re working with an expert
45:59
like jason cupp uh he may give you a
46:02
number
46:02
your break even per man hour may cover
46:04
that non-billable drive time on average
46:06
in your over budget
46:08
but what you’re going to find is you may
46:09
not want to charge extra because it’s
46:11
already included in your hourly
46:13
um revenue or billing rate but what the
46:16
biggest disconnect is folks don’t put a
46:18
budgeted time
46:19
for these certain areas that they’re
46:20
going so if you’re going to that piece
46:22
rate pay system
46:23
or you’re putting a big you know board
46:25
on the wall of what your
46:27
your basically your your percentage of
46:31
production
46:32
so 100 are you hitting 100 or better
46:35
for production uh there was actually
46:37
there’s a post on the facebook group
46:38
yesterday like hey
46:40
what’s your ideal uh production most
46:42
people are like 70 80
46:44
um i think most people thought i was
46:45
nuts and i said well 100
46:47
if you’re covering the budgeted um
46:49
average non-billable drive time and that
46:52
needs to be there because you’re setting
46:53
an unreal expectation
46:55
your team if you’ve got the right team
46:57
wants to hit 100 every day
46:59
and it’s demoralizing when they’re
47:00
they’re hovering around 80 percent so
47:02
in my opinion is we want to be at 100
47:04
percent and
47:06
if you’ve worked with an industry
47:07
consultant doing finances like jason
47:10
cupp you may not be charging extra for
47:12
that because that’s
47:13
included in your hourly rate but in my
47:14
opinion you should at least be including
47:16
the budgeted hours
47:18
for the drive time in this i’ve got .48
47:21
on site and i got .16
47:22
drive times that’s in the mobile or the
47:25
printed version here in the close out
47:26
day screen you’re going to have 0.64 man
47:28
hours
47:29
for on-site and average drive time
47:30
that’s going to give you
47:32
um the numbers for 100 efficiency each
47:34
day and you can hold those teams
47:35
accountable
47:36
and it’s an apples apples comparison if
47:38
you’ve done your work right based on the
47:39
zones or postal codes
47:42
mike to make sure the that i understand
47:44
here how
47:45
is the team tracking that in the field
47:48
uh the team is literally grabbing their
47:50
mobile app hopefully if not on car
47:51
like printed out copy and you’re
47:53
clocking in and clocking out and what
47:54
i’m going to recommend is you clock into
47:56
the drive time in and out
47:58
and the job because there is a job cost
48:01
effect and there’s a drive time cost
48:02
effect
48:03
if you have your employees set up
48:04
correctly under the uh edit
48:07
payroll job costing tab on the employee
48:09
there should be an hourly wage and an
48:10
hourly wage
48:11
regular in overtime with labor burden
48:13
that’s going to include your fica
48:14
unemployment holiday pay
48:16
and a few other ones so i’ve got some
48:17
videos out there on it but those are
48:20
data in data out or no data in no date
48:22
out or
48:23
very bad data very bad data out so you
48:25
want to make sure you’ve got the right
48:26
numbers in the right places
48:27
but great great question cody because
48:29
you’re clocking in and out and now we’ve
48:31
got this non-emotional reporting machine
48:34
for the right players on the bench
48:35
hopefully that are going to be motivated
48:36
with quality to do that
48:39
in addition if you’re doing a large
48:41
amount of um
48:44
jobs and selling the way we were pumping
48:46
out 1100 to 1200 estimates a month
48:48
uh we need to automate the business
48:50
owner to be to automate the sales person
48:51
so you can
48:52
embed inside service autopilot uh videos
48:55
right on the line item
48:56
of the service so shrub pruning here we
48:59
talked about what was included what
49:00
wasn’t included
49:01
and we overcame any sales or price
49:03
objections through an educational video
49:05
in the bottom of the estimate we had an
49:07
additional um nine videos and actually i
49:09
think i’ve got it here in the next slide
49:11
of our core services not necessarily our
49:13
gateway services but our core services
49:15
that we offer
49:16
uh so we are allowed people 24 7 to
49:18
understand what they include and what
49:20
they didn’t
49:21
and how how to do that and in the essay
49:23
estimates we can also include some
49:24
buttons
49:25
to automatically call or text if they’re
49:26
on their mobile viewing the web
49:28
uh the estimate or check out the website
49:30
so these are
49:32
uh really important i know it’s awkward
49:34
making videos but
49:35
i mean first draft is better than no
49:36
draft uh jonathan
49:38
uh of essay there in the long community
49:39
he’s always always laugh that
49:41
he had one for his company city turf
49:43
that he never swapped out he has now
49:45
recently
49:46
um but the original video for city turf
49:48
and the original video i had at
49:49
callahan’s
49:50
was um definitely a first draft of not
49:53
being used to be in front of the camera
49:55
um but it was quirky enough that the
49:56
consumer related to you
49:58
as a person and that you actually stood
50:01
behind it it wasn’t like a fast-pitched
50:03
sales on a commercial so
50:05
um you don’t want perfection in those
50:07
videos from what i’ve seen
50:09
so as we kind of bring it to the end
50:11
here uh
50:12
still up there estimate template with
50:14
videos if you go on the service
50:16
autopilot marketplace
50:17
uh upper hand corner a little avatar you
50:19
go to marketplace
50:21
um search for estimate template with
50:23
videos i’ve got a pre-built
50:24
free template in there um that you can
50:26
download right into service autopilot
50:28
and it’s got instructions how to get
50:29
those videos from youtube
50:31
and all the things we did it demystifies
50:33
the whole thing for you cody so that’s
50:34
just a free give for everybody
50:35
hop up to the essay marketplace and
50:37
download your own version of the
50:38
estimate template with videos how to do
50:40
that um and it breaks down the other
50:42
buttons too so it’s just a turnkey thing
50:43
that we wanted to give for value here
50:45
um next thing we looked at is a ringless
50:47
voicemail bomb so the send gym
50:49
integration uh obviously there’s
50:51
additional cost but one of the things i
50:52
really liked outside of the nine around
50:54
is
50:55
something that we use in 20 days to
50:57
close a lot so
50:58
um at certain points we recommend a
51:00
physical phone call
51:02
to someone you dropped off an estimate
51:03
to if they haven’t signed up yet
51:06
well if you don’t have the time or you
51:07
just don’t want to make a phone call
51:09
ringless voicemail bombs can be
51:10
automatically be triggered
51:12
and it hits the cell phone without
51:14
ringing but it looks like a missed call
51:16
and it might instantly be like hey it’s
51:17
mike from callahan
51:18
so sorry i missed you calling about the
51:20
estimate you dropped off three days ago
51:22
lo and behold it’s exactly three days
51:23
because the automation
51:24
knows that um but the idea is like hey
51:26
we want to leave you a match to see any
51:28
questions regarding the estimate if you
51:29
do give us call back at this number or
51:31
feel free to sign up on the online
51:32
estimate that we gave you but we’re
51:34
creating a
51:35
personal but automated um
51:38
voicemail that’s not a robocall so huge
51:41
huge deal there and most people for a
51:42
lawn care home cleaning company
51:44
have no idea this is automated they’re
51:46
just jazz you actually picked up the
51:47
phone and answered the call or called
51:48
them back so
51:49
this is uh definitely huge
51:52
and then as we’re looking at it this is
51:55
kind of the overflow of our
51:57
automation and how we handle these
51:59
different things but when they hit the
52:00
website
52:01
or the office we drop that lead letter
52:03
the five or six main thing reasons why
52:05
we’re different
52:05
and before the estimate we do that short
52:07
term education so we’re nurturing we’re
52:09
educating we’re not selling
52:11
once the estimate is done we’re focusing
52:12
on conversion
52:14
that 20 days to close automated estimate
52:16
follow-up will be automated text email
52:18
and phone call or ringless voicemail
52:20
bomb
52:20
once the estimate has won we’ve got an
52:22
automated process i call welcome in wow
52:25
but we’re going to nurture and get that
52:27
credit card on file automatically
52:29
through a pci compliant
52:31
form through clarence which works really
52:32
well tokenized it’s great
52:34
and then when we’ve lost the estimate
52:36
we’ve they’ve canceled the service or
52:38
they need renewal a reminder
52:40
um in the upsell we’ve buttoned in and
52:43
created a
52:43
streamlined automated process to make
52:45
sure what should happen happens when it
52:47
should happen
52:47
because traditionally when we have to do
52:49
those things we’re all too busy to
52:50
remember to do them so now
52:52
utilizing service autopilot automations
52:54
we’re able to handle the nurture the
52:56
conversion
52:57
the nurture for the loss estimates
52:58
canceled and then we upsell them and
53:00
reactivate them
53:01
through that process at the end and
53:03
bringing it home
53:05
uh last part of nurture is like we’re
53:07
going to provide that free valuable
53:08
information that people want and need
53:10
if you had been to i believe it was sa5
53:12
with
53:13
marcus sheridan uh he talked about how
53:16
people buy now
53:17
and how if you’re not providing the
53:19
information
53:20
live on your website um in video and
53:23
social media they’re going to continue
53:24
looking to the next competitor that does
53:27
so this is something that
53:28
um when i had the pleasure of speaking
53:30
before marcus uh he gave a couple kudos
53:32
after i got off the stage because we had
53:33
been doing this
53:35
for probably six to seven years very
53:36
similar to garrett matthews in the sa
53:38
ecosystem as well
53:39
but these things work so if you’re not
53:41
creating free valuable information
53:43
through
53:43
either written text or video you really
53:46
need to start doing it
53:47
because we need to nurture them and then
53:49
we’re going to create that higher
53:50
perceived value and make you the local
53:52
expert
53:53
outside your competitors so short-term
53:56
nurture
53:57
in there was just basically to educate
53:58
on the specific service they’re
54:00
interested in
54:00
and have an automated but personal
54:02
conversation around it and we want to
54:03
address those sales or price objections
54:04
so
54:05
do i need to be home to have the service
54:06
done if i’m a home cleaning company
54:09
what kind of insurance should i be
54:10
looking for if it’s a lawn care
54:11
landscape company are they going to
54:12
close the fence gate behind them when
54:13
they leave so the homeowner is worried
54:15
about the kids and the dog running out
54:16
of the backyard
54:17
these are objections that people like
54:18
i’m not sure if i’m really going to hire
54:20
this out because i don’t i’m not
54:21
comfortable
54:22
are they going to do the things that i’m
54:23
concerned about we want to address them
54:25
up front before they ask them and then
54:26
they feel comfortable with us
54:28
and then our conversion 20 days to close
54:30
so whether you’re building
54:31
your own automated estimate follow-up or
54:33
using a product like 20 days to close
54:35
with simple growth
54:36
there’s some key things that i’m going
54:37
to recommend you put in here scarcity
54:40
spots are filling up fast we don’t
54:41
overbook our schedule
54:43
um so now they’re like okay well they’re
54:45
concerned about quality they’re not
54:46
going to over overbook
54:48
we better act quick we have a deadline
54:49
so within 20 days
54:51
so the 20-day contact at the end of 20
54:53
days to close literally says
54:54
do we have permission to close out your
54:56
account and close out the estimate so
54:58
the consumer’s thinking like
54:59
wait a minute if i don’t accept this
55:01
estimate i may have to go through this
55:03
whole estimate process again because
55:04
it’s only good for 20 days
55:06
in a cta a call to action call or text
55:09
back now to save your spot and that’s
55:11
where those little links in the estimate
55:13
or the email may be applicable and
55:15
making it easy just let them click that
55:16
cta
55:17
and there’s multiple communications
55:19
channels cody are really important that
55:22
uh mail hard mail phone calls are
55:25
ringless voicemail bombs text
55:26
and email and we can automate a lot of
55:28
this but yeah some of the mailing
55:30
um should be sent to a mail house or an
55:32
internal team because
55:33
a lot of people aren’t doing the edm or
55:34
direct mailing so
55:36
if you’re in the mailbox by yourself in
55:38
the spring season there’s a good chance
55:40
they’re going to notice and look at up
55:41
out of pure curiosity and then the final
55:45
part here is
55:46
we want to follow up and upsell more
55:48
profitable work so
55:49
automating the follow-up systems through
55:51
repetitive tasks so the daily weekly
55:53
monthly yearly and quarterly things you
55:55
should be doing
55:56
uh we’re going to automate through a
55:57
process i like to call repetitive tasks
55:59
so
55:59
inspections on site after 30 days so
56:02
basically what we did at callahan’s is
56:04
we had an automation so
56:05
30 days when they bought one of those
56:06
gateway services lawn mowing fertilizing
56:09
we would go out with an sa form right
56:11
inside the um
56:12
the phone there and they would fill it
56:14
out but basically what we were doing is
56:16
we were
56:17
yes checking the quality but we were
56:19
capturing through an on-site estimate
56:21
form
56:21
the square footage of the bed the number
56:23
of small medium and large shrubs all the
56:24
services that we could provide at that
56:26
home
56:26
we collected the data in custom fields
56:30
and in that form now the automations
56:33
could trigger and pull that data out we
56:35
could upsell
56:36
throughout 12 months of the season based
56:38
on the information we got so we’re going
56:39
to sell the service over the phone
56:41
so we don’t have to do an on-site
56:42
estimate and then 30 days later we’re
56:44
going to do a qc
56:45
with collect custom fields to go out and
56:48
never have to go back out to that house
56:50
ever again
56:50
to do an upsell so seasonal upsell
56:54
examples based on the time of the season
56:56
weed control grub control aeration and
56:57
overseeding
56:58
deep cleaning for the home cleaning
57:00
industry before the holidays yeah you
57:01
may be getting a weekly or bi-weekly
57:03
clean
57:03
um but a deep clean is literally going
57:05
to go through and take care of the
57:07
baseboards the shades everything else in
57:09
the house
57:10
and in addition to that we can upsell
57:12
some additional services home cleaning
57:14
far is
57:14
uh stove cleaning refrigeration cleaning
57:17
those things are gonna need
57:18
probably done for the holidays you don’t
57:19
want your your relatives and your guests
57:21
to see what a mess the
57:22
the uh the fridge has become in the last
57:24
12 months so um
57:26
we’re gonna take those one time to
57:27
reoccurring service and increase that
57:29
client lifetime value
57:31
um and that’s how we’re gonna tackle it
57:34
so the last thing i got here for you
57:35
cody is
57:36
stay consistent by automating repetitive
57:38
tasks and make sure what
57:40
should happen gets done um so this was
57:43
the final piece of automating
57:44
my journey in my business uh to become
57:46
an absentee owner but i realized with 25
57:48
30 employees
57:49
i got sucked back in as a full-time
57:51
daycare um and i had to tell everybody
57:53
what to do every day every week every
57:54
month and so on or it never happened
57:57
so what we’ve learned specifically
57:59
inside service autopilot is
58:01
there’s seven core areas of business we
58:03
can automate
58:04
and they are sales customer service
58:07
scheduling
58:08
billing office manager maintenance and
58:10
yes owner
58:11
so the owner should be holding
58:12
themselves accountable for things like
58:14
taxes maybe they have to do quarterly
58:15
tax returns
58:16
whatever that is hold yourself
58:18
accountable and what we’ve done for real
58:20
brief example um as the last point here
58:22
is if you had a salesperson
58:24
say his name’s dave dave’s job is to do
58:25
all his estimates and make his follow-up
58:27
phone calls
58:28
if we’re doing manual phone calls for
58:30
follow-ups if dave doesn’t do his job
58:33
i’d say 5 or 5 15 the automation would
58:35
either text mail message them or email
58:37
them say hey dave you didn’t do your job
58:39
this is what should have been done and
58:40
then based on the severity of that
58:42
the way you would set the automation up
58:44
the automation would either email or
58:45
text message
58:46
the manager or the owner letting us know
58:48
dave didn’t do his job but the whole
58:49
idea is
58:50
service autopilot in the automation
58:51
tells people what to do every day every
58:53
week every month every quarter
58:55
and annually and if it doesn’t happen it
58:57
pulls the appropriate person in to
58:58
handle it
58:59
and it alerts the person responsible if
59:01
they should have done it and they need
59:02
to get it done
59:04
um so i know that was a lot all at once
59:06
um but foundation we want to work on
59:08
that labor pool and that labor bench
59:10
and make sure we don’t have those three
59:12
pitfalls of cash flow
59:13
knowing our numbers and the right people
59:16
and then we can go on through online
59:17
marketing cast that digital net
59:19
and then offline marketing to build
59:21
route density we really want to focus on
59:22
selling those core
59:23
gateway services that we can sell over
59:26
the phone and then go back 20 you know
59:28
20 to 30 days later on site collect all
59:30
the information and upsell those
59:31
reoccurring services just like the
59:32
example of
59:33
going out for the fertilizing and then
59:36
going to upsell the pest control with
59:37
the mosquito control so you’re there an
59:38
extra 10 minutes but you’ve tripled your
59:40
revenue
59:41
so that’s all i got for you cody i know
59:42
it was a crazy essay weekly here
59:45
um on this lovely afternoon
59:50
all good info absolutely any questions
59:53
before we wrap it up i know you got to
59:54
go
59:54
i appreciate hanging out with me here
59:56
for the last hour or so oh no no problem
59:58
uh mike i think that was all
60:00
good stuff i’m excited for people to let
60:02
us know how they implemented it
60:04
uh by way of reminder mike
60:08
is going to have it set up if they send
60:10
uh the simple growth page a message
60:12
they’ll be able to get
60:13
uh that flowchart from you guys yeah
60:16
absolutely so if you go in it’s uh
60:20
simplegrowthsystems.com
60:21
uh give us like an hour or two i’ll have
60:23
my automations team hop behind it
60:25
um actually brand new look to the
60:26
website too i’ll actually pull it up in
60:28
the stream so you can actually see what
60:29
i’m talking about
60:29
um so we’ve got uh the new look of the
60:31
uh website here
60:33
uh finally we’re the shoemaker’s kid but
60:34
now you can see it here this chat bot
60:36
pops up
60:37
uh if you go you can either continue as
60:39
yourself in facebook or a guest so
60:41
that’s another huge thing right now
60:43
with that online digital marketing um
60:46
the facebook bots that we’ve been
60:47
building here
60:48
uh will now act as a chat bot or chat
60:52
uh help feature or automated quoting but
60:56
the cool thing is now
60:58
it doesn’t matter if they’re uh facebook
61:00
messenger or facebook uh person you can
61:02
go in as a guest
61:03
and you click that once that pops up uh
61:05
where it says ask a question here
61:07
um just put um essay weekly slides and
61:11
somebody on my team
61:11
will fire off your pdf and we’ll
61:13
obviously automate that in the next hour
61:14
so i didn’t think about providing that
61:16
but it was a that’s a good
61:17
that’s a good move cody for sure you
61:19
should print it out and put it next to
61:21
your desk is what i’m saying i think
61:22
that it will be super helpful
61:24
for you to uh keep in mind as you’re
61:26
working on your marketing plans
61:28
especially going into fall upsells what
61:31
is the hold that i’m letting people fall
61:33
out of
61:33
so if we’re gonna give homework on here
61:35
uh your homework is to go find those
61:37
holes
61:38
absolutely well i appreciate it once
61:40
again essay weekly talk show
61:42
uh coming to come back live every week 1
61:45
p.m eastern 12 p.m central
61:47
uh cody i will let you take it away
61:48
because uh you did me a favor of uh
61:51
actually running the helms today and uh
61:53
i’m just running the technology so it’s
61:54
beautiful so
61:56
alright guys well we will see you uh
61:58
next week we should have an exciting
62:00
guest
62:00
all right see you next week 1 p.m
62:02
eastern 12 central essay weekly talk
62:04
show mike callahan cody owens we’ll see
62:06
you
62:06
next week if you like this show
62:09
you might want to check out our
62:11
resources at www.startsimplegrowth.com
62:15
while you’re there enter to win an
62:17
estimator chat bot
62:19
mike callahan is available for private
62:21
coaching
English (auto-generated)

00:01
Hey, Welcome back to another
00:03
Hey, Welcome back to another essay weekly talk show Uh I am
00:06
essay weekly talk show Uh I am here as always doing it. We’re
00:08
here as always doing it. We’re switching it up this week and
00:09
switching it up this week and I’m doing the intro for Mike
00:12
I’m doing the intro for Mike Mike Callahan from Simple
00:12
Mike Callahan from Simple Growth uh as a certified
00:15
Growth uh as a certified adviser, Mike Thank you so much
00:17
adviser, Mike Thank you so much for uh doing a presentation for
00:19
for uh doing a presentation for us, bringing us a little blast
00:20
us, bringing us a little blast from the past. Yeah.
00:22
from the past. Yeah. Absolutely. I’m gonna be
00:22
Absolutely. I’m gonna be talking about uh dominate your
00:24
talking about uh dominate your market The Blueprint offer
00:26
market The Blueprint offer action and uh I’m gonna pop the
00:27
action and uh I’m gonna pop the screen here so you can actually
00:28
screen here so you can actually see the slide deck but um
00:30
see the slide deck but um basically an. Version of my S
00:33
basically an. Version of my S Afive talk and give you a
00:34
Afive talk and give you a little background of the talk
00:35
little background of the talk and what’s um kinda
00:38
and what’s um kinda precipitated this was uh
00:39
precipitated this was uh Jonathan Pot, the co-founder of
00:40
Jonathan Pot, the co-founder of Service Autopilot and all of
00:42
Service Autopilot and all of the uh lawn care millionaire uh
00:45
the uh lawn care millionaire uh created a uh a conversation
00:47
created a uh a conversation about going out and dominating
00:48
about going out and dominating your market. This was basically
00:50
your market. This was basically step two. So this was the uh
00:51
step two. So this was the uh Jonathan talked about the
00:53
Jonathan talked about the overall theory of going in and
00:55
overall theory of going in and dominating your market and then
00:56
dominating your market and then what I did is uh what you’re
00:57
what I did is uh what you’re gonna see here is how to
00:58
gonna see here is how to actually take Jonathan Tch
00:59
actually take Jonathan Tch theory of dominating. And
01:01
theory of dominating. And actually how to use that theory
01:04
actually how to use that theory and actually utilize it By
01:05
and actually utilize it By utilizing Service Autopilot as
01:07
utilizing Service Autopilot as your tool to go out and
01:08
your tool to go out and dominate your market as well as
01:09
dominate your market as well as some other things as well. So
01:11
some other things as well. So we’re gonna be talking about uh
01:12
we’re gonna be talking about uh how to sell Gateway services
01:14
how to sell Gateway services over the phone offline
01:16
over the phone offline marketing um and gonna get some
01:17
marketing um and gonna get some example how in my company
01:18
example how in my company Callahan’s with nine different
01:20
Callahan’s with nine different pieces and actually had a
01:22
pieces and actually had a little over 300000 direct mail
01:24
little over 300000 direct mail pieces. Cody That’s right,
01:26
pieces. Cody That’s right, 300000 literally in about a
01:27
300000 literally in about a month and a half um so I’m
01:28
month and a half um so I’m gonna show you the game plan on
01:29
gonna show you the game plan on how we broke that down. And
01:32
how we broke that down. And then um the different trips and
01:34
then um the different trips and tricks right now of digital
01:36
tricks right now of digital marketing. So what was
01:37
marketing. So what was applicable and essay five and
01:38
applicable and essay five and some of the new things that we
01:40
some of the new things that we really should be looking at in
01:41
really should be looking at in our marketing plan to go out
01:42
our marketing plan to go out and dominate our market for
01:43
and dominate our market for this fall and uh even going
01:45
this fall and uh even going into next season of 2021. So
01:47
into next season of 2021. So some of this stuff just doesn’t
01:49
some of this stuff just doesn’t happen overnight, We wanna go
01:50
happen overnight, We wanna go in and start building a
01:52
in and start building a foundation of a marketing plan
01:52
foundation of a marketing plan and budget and a plan of attack
01:56
and budget and a plan of attack so um had a great essay Weekly
01:57
so um had a great essay Weekly last week with uh Martha
01:58
last week with uh Martha Woodward DS. I’m still looking
02:01
Woodward DS. I’m still looking for an extra pair of shades and
02:02
for an extra pair of shades and trunks to meet them down at the
02:04
trunks to meet them down at the DS 2021 um but as we pop into
02:06
DS 2021 um but as we pop into this, do you have any comments
02:08
this, do you have any comments questions before we flip the
02:09
questions before we flip the screen and kinda get into it
02:10
screen and kinda get into it now, let’s put rubber to the
02:13
now, let’s put rubber to the road. Alright perfect. So like
02:14
road. Alright perfect. So like I said, we’re talking about uh
02:17
I said, we’re talking about uh the continuation of John
02:18
the continuation of John Potions talking with Jonathan’s
02:20
Potions talking with Jonathan’s talk uh really talked about is
02:21
talk uh really talked about is really focusing in on making
02:24
really focusing in on making some actions happen in your
02:25
some actions happen in your business to actually really
02:26
business to actually really grow and dominate upscale your
02:29
grow and dominate upscale your competitors but. One of the
02:30
competitors but. One of the things that I at least learned
02:32
things that I at least learned in my business is that if we’re
02:34
in my business is that if we’re gonna go out and have rapid uh
02:37
gonna go out and have rapid uh excessive growth, just like we
02:39
excessive growth, just like we did at Callahan’s and even it’s
02:41
did at Callahan’s and even it’s simple growth where we scaled a
02:41
simple growth where we scaled a little over 467% in Q one of
02:45
little over 467% in Q one of last year um and uh very
02:48
last year um and uh very similar growth again in 2020.
02:50
similar growth again in 2020. Uh there were certain things
02:52
Uh there were certain things that I’m going to wanna dive
02:54
that I’m going to wanna dive into before we actually go into
02:55
into before we actually go into the blueprint and uh first
02:57
the blueprint and uh first we’re gonna talk about is the
02:58
we’re gonna talk about is the bottleneck. And how to overcome
03:00
bottleneck. And how to overcome them and especially right now
03:02
them and especially right now with we’ve got some issues
03:04
with we’ve got some issues going on Uh with labor to say
03:06
going on Uh with labor to say the least so we’re gonna go in
03:08
the least so we’re gonna go in and show you how to tackle the
03:11
and show you how to tackle the labor and creating that virtual
03:14
labor and creating that virtual bench and the second part of uh
03:16
bench and the second part of uh the things Foundation. You
03:16
the things Foundation. You really want to set up your
03:17
really want to set up your business before you grow. That
03:19
business before you grow. That business is your office and the
03:22
business is your office and the workflow um particularly in
03:24
workflow um particularly in Service Autopilot, but really
03:25
Service Autopilot, but really the whole workflow So. so the
03:27
the whole workflow So. so the biggest. Well, I guess one of
03:29
biggest. Well, I guess one of the biggest pivotal points in
03:31
the biggest pivotal points in my learning was when I actually
03:33
my learning was when I actually had the ability to go out to
03:34
had the ability to go out to service Autopilots original
03:36
service Autopilots original office um and it was like a
03:37
office um and it was like a strip mall basically, but um in
03:40
strip mall basically, but um in development was a one side of
03:41
development was a one side of the parking lot and uh support
03:44
the parking lot and uh support and training was on the other
03:45
and training was on the other side of the parking lot Uh but
03:46
side of the parking lot Uh but it was interesting cuz it was
03:48
it was interesting cuz it was myself uh Jonathan Patricia
03:52
myself uh Jonathan Patricia obviously and uh Garrett
03:53
obviously and uh Garrett Matthews and Chad Cranston uh
03:55
Matthews and Chad Cranston uh amongst two other individuals.
03:56
amongst two other individuals. but that’s when I met, Garrett
03:57
but that’s when I met, Garrett Chad and that. Instrumental in
03:59
Chad and that. Instrumental in the way I look at business and
04:01
the way I look at business and how I wanted to go out and
04:03
how I wanted to go out and outline my competition, but uh
04:05
outline my competition, but uh really unique situation and the
04:07
really unique situation and the early days of essay you could
04:08
early days of essay you could pay a decent chunk of money but
04:11
pay a decent chunk of money but actually have a 2 day or two
04:12
actually have a 2 day or two and a half days. sit down round
04:14
and a half days. sit down round table with Jonathan and the one
04:16
table with Jonathan and the one thing that I went there and
04:17
thing that I went there and wanted to learn was as we’re
04:19
wanted to learn was as we’re about to scale to a million and
04:21
about to scale to a million and beyond how do I set up my
04:23
beyond how do I set up my internal office to handle the
04:25
internal office to handle the influx of phone calls? That are
04:28
influx of phone calls? That are gonna happen because I knew if
04:29
gonna happen because I knew if we went out and drop 35 to
04:32
we went out and drop 35 to $40000 and estimating uh or in
04:35
$40000 and estimating uh or in in marketing and had an influx
04:37
in marketing and had an influx of estimates the wheels would
04:39
of estimates the wheels would have fell off the business
04:41
have fell off the business immediately um and one thing
04:42
immediately um and one thing Jonathan talked about in his
04:43
Jonathan talked about in his talk, which was interesting is
04:45
talk, which was interesting is test the waters don’t go all
04:47
test the waters don’t go all in. um I made the mistake of
04:49
in. um I made the mistake of literally dropping thirty to
04:51
literally dropping thirty to $40000 over about a month and a
04:52
$40000 over about a month and a half period in New York and um
04:54
half period in New York and um the phone’s exponentially
04:55
the phone’s exponentially exploded. Thankfully I had
04:57
exploded. Thankfully I had learned from Jonathan and the
04:58
learned from Jonathan and the SA team at the round table. How
04:59
SA team at the round table. How you need your. Set up and if
05:02
you need your. Set up and if you’ve been watching any of my
05:03
you’ve been watching any of my videos that foundational
05:05
videos that foundational workflow of the flow chart of
05:06
workflow of the flow chart of lead acquisition to estimating
05:08
lead acquisition to estimating to scheduling billing and
05:10
to scheduling billing and fulfillment really is that uh
05:11
fulfillment really is that uh take away what I took away from
05:13
take away what I took away from those two and a half days so um
05:15
those two and a half days so um as we’re diving in, I just
05:17
as we’re diving in, I just wanna throw a little caution to
05:18
wanna throw a little caution to the wind. You wanna test this
05:20
the wind. You wanna test this in little chunks before you go
05:21
in little chunks before you go out and drop thirty to $40000
05:23
out and drop thirty to $40000 in an advertising budget or
05:25
in an advertising budget or whatever that may be a
05:27
whatever that may be a substantial gain on what you’re
05:28
substantial gain on what you’re gonna get you’re doing now if
05:29
gonna get you’re doing now if you’re not doing any. Just
05:30
you’re not doing any. Just maybe going in for a couple
05:32
maybe going in for a couple grand, you’re still gonna see
05:33
grand, you’re still gonna see it quite an influx of what
05:34
it quite an influx of what you’re used to so just be aware
05:35
you’re used to so just be aware that that’s the case So
05:38
that that’s the case So foundationally you wanna make
05:38
foundationally you wanna make sure that office is set up
05:39
sure that office is set up correctly and we wanna look at
05:42
correctly and we wanna look at the three major bottlenecks of
05:44
the three major bottlenecks of growth and we’re gonna focus on
05:46
growth and we’re gonna focus on a Labor Day. um we need to
05:49
a Labor Day. um we need to address labor first and double
05:50
address labor first and double down so the three bottlenecks
05:51
down so the three bottlenecks of growth are really growing
05:53
of growth are really growing fast without the right people
05:55
fast without the right people growing faster without knowing
05:55
growing faster without knowing your numbers and growing fast
05:58
your numbers and growing fast without enough cash flow so
05:59
without enough cash flow so either. Things will literally
06:02
either. Things will literally destroy you in your in the
06:04
destroy you in your in the process, so the first thing is
06:05
process, so the first thing is Jonathan talks about building
06:07
Jonathan talks about building and growing that virtual bench
06:09
and growing that virtual bench um in the idea is the
06:10
um in the idea is the methodologies you wanna really
06:11
methodologies you wanna really go out and constantly be
06:13
go out and constantly be recruiting for each person in
06:15
recruiting for each person in position in your business
06:16
position in your business before you need them because if
06:17
before you need them because if you’re looking for them uh when
06:20
you’re looking for them uh when you need them, it’s too late,
06:21
you need them, it’s too late, you wanna go out and interview
06:23
you wanna go out and interview once a week. I’d say the bare
06:24
once a week. I’d say the bare minimum for every position and
06:26
minimum for every position and maybe even your own position.
06:27
maybe even your own position. That’s how I found my
06:28
That’s how I found my replacement of. That ran my
06:30
replacement of. That ran my business, but the idea we’re
06:32
business, but the idea we’re creating this virtual labor
06:33
creating this virtual labor pool or virtual bench um and
06:35
pool or virtual bench um and have the ability to an
06:37
have the ability to an automation or even a manual
06:37
automation or even a manual process to be able to go in and
06:39
process to be able to go in and sort down. Hey, I want all my a
06:41
sort down. Hey, I want all my a applicants from the last 20
06:42
applicants from the last 20 days or 30 days, and now you’ve
06:44
days or 30 days, and now you’ve got to glorified hiring
06:45
got to glorified hiring checklist. So when you have
06:46
checklist. So when you have that employee that comes in and
06:49
that employee that comes in and uh the guy or girl they’re
06:50
uh the guy or girl they’re working with is no call no show
06:51
working with is no call no show that’s when you’re probably
06:52
that’s when you’re probably gonna get blackmailed. Cody for
06:53
gonna get blackmailed. Cody for hey, I want a dollar an hour
06:54
hey, I want a dollar an hour raise. I gotta work by myself
06:56
raise. I gotta work by myself today. um so it’s going to
06:57
today. um so it’s going to guard you from. Your internal
07:00
guard you from. Your internal team right now, so you are back
07:02
team right now, so you are back in control but more in
07:04
in control but more in perspective of this talk is
07:06
perspective of this talk is growing faster without the
07:07
growing faster without the right people. you need that
07:08
right people. you need that virtual bench because when you
07:10
virtual bench because when you slam the gas on uh for that
07:12
slam the gas on uh for that sales machine, you are going to
07:14
sales machine, you are going to need to add bodies in there,
07:15
need to add bodies in there, you better have that pipeline
07:16
you better have that pipeline and ready employees ready to go
07:18
and ready employees ready to go and then um before you go out
07:20
and then um before you go out and make that massive growth uh
07:23
and make that massive growth uh play. we wanna know our numbers
07:24
play. we wanna know our numbers are we placing our jobs
07:26
are we placing our jobs correctly Uh do we know what it
07:28
correctly Uh do we know what it costs us per hour to break even
07:29
costs us per hour to break even uh before we make a. What’s the
07:32
uh before we make a. What’s the desired dollar per hour that
07:34
desired dollar per hour that we’re supposed to do and
07:35
we’re supposed to do and hopefully we have some
07:36
hopefully we have some production rates as well. Um we
07:38
production rates as well. Um we don’t wanna be basing our
07:39
don’t wanna be basing our numbers on the competitor down
07:40
numbers on the competitor down the street cuz that’s gonna be
07:41
the street cuz that’s gonna be a recipe for failure and um
07:44
a recipe for failure and um cash is king. We want to make
07:45
cash is king. We want to make sure we have enough cash flow
07:48
sure we have enough cash flow in our reserves so one of the
07:49
in our reserves so one of the other speakers at essay uh
07:52
other speakers at essay uh three and I believe it was as a
07:54
three and I believe it was as a six was Mike Mics uh Profit
07:56
six was Mike Mics uh Profit First and pumpkin plan. so what
07:58
First and pumpkin plan. so what I really recommend is tied into
08:00
I really recommend is tied into profit first and figure out
08:01
profit first and figure out what those cash flow
08:03
what those cash flow allocations look like and being
08:04
allocations look like and being able to see. In flow of your
08:06
able to see. In flow of your cash flow before you go in and
08:08
cash flow before you go in and make a really strong play like
08:09
make a really strong play like this because if you go in and
08:11
this because if you go in and double or triple or even like
08:13
double or triple or even like civil case grow by 400% a
08:15
civil case grow by 400% a quarter if you don’t have that
08:17
quarter if you don’t have that cash war chest and have a
08:17
cash war chest and have a projection of what your cash
08:19
projection of what your cash out is going to be uh you can
08:21
out is going to be uh you can literally bankrupt your
08:22
literally bankrupt your business overnight. so those
08:23
business overnight. so those are big things that we need to
08:24
are big things that we need to look at before we pump the gas
08:27
look at before we pump the gas on this exponential growth so
08:29
on this exponential growth so the cost of a bad hire your
08:31
the cost of a bad hire your team. Cody traditionally um is
08:33
team. Cody traditionally um is two to three times the person’s
08:35
two to three times the person’s salary and I kinda look at
08:36
salary and I kinda look at that. and I said, well that
08:37
that. and I said, well that based on the stats before. This
08:39
based on the stats before. This talk that seems ridiculously
08:41
talk that seems ridiculously high that can’t be possible um
08:43
high that can’t be possible um but the stats I’ve got here are
08:45
but the stats I’ve got here are actually kind of interesting so
08:46
actually kind of interesting so turnover was a major problem in
08:50
turnover was a major problem in Callahan’s lawn care and that
08:51
Callahan’s lawn care and that created some indirect cost
08:55
created some indirect cost there and based on obviously
08:57
there and based on obviously you got the direct cost of
08:58
you got the direct cost of health screening interview
08:59
health screening interview training bonuses. Those are
09:00
training bonuses. Those are obvious, but the indirect cost
09:02
obvious, but the indirect cost is that employee turnover and
09:03
is that employee turnover and have to continue to retrain
09:04
have to continue to retrain those employees and then based
09:06
those employees and then based on the insist. Of the new
09:09
on the insist. Of the new employees in the training um
09:10
employees in the training um while they’re still getting
09:12
while they’re still getting acclimated, you’ve got lower
09:14
acclimated, you’ve got lower cost satisfaction and then we
09:15
cost satisfaction and then we went in and looked at the
09:17
went in and looked at the damage caused by some of these
09:18
damage caused by some of these wrong hires. They weren’t a
09:20
wrong hires. They weren’t a good fit. We kinda knew they
09:21
good fit. We kinda knew they weren’t a good fit, but then we
09:22
weren’t a good fit, but then we kinda let that go in the early
09:24
kinda let that go in the early years. um so we’ve got lower
09:26
years. um so we’ve got lower customer satisfaction. We got
09:28
customer satisfaction. We got cancellations and then having
09:30
cancellations and then having the wrong people on the wrong
09:31
the wrong people on the wrong seat on the bus. uh like you
09:33
seat on the bus. uh like you have the best weed Wacker the
09:34
have the best weed Wacker the best mower the best cleaner um
09:36
best mower the best cleaner um but if they’re not. Good fit
09:38
but if they’re not. Good fit for your business, culturally
09:39
for your business, culturally and how you work. Um it’s gonna
09:41
and how you work. Um it’s gonna take your A players and
09:42
take your A players and probably drag them down the
09:43
probably drag them down the beast so you’re gonna have a
09:44
beast so you’re gonna have a loss in productivity and a loss
09:46
loss in productivity and a loss in morale, so not only is it
09:48
in morale, so not only is it affecting the new folks you’re
09:49
affecting the new folks you’re bringing in, but it can also
09:51
bringing in, but it can also negatively affect your core AA
09:53
negatively affect your core AA players on the team because
09:54
players on the team because these things are starting to
09:56
these things are starting to wear on them because that they
09:57
wear on them because that they waited that is really gonna be
09:59
waited that is really gonna be held on their shoulders. So as
10:01
held on their shoulders. So as we’re looking at I kinda said,
10:01
we’re looking at I kinda said, you know two to three times a
10:02
you know two to three times a person’s salary from the stats
10:04
person’s salary from the stats all over the internet, the
10:05
all over the internet, the different books, I read that
10:06
different books, I read that seems kinda. I actually went in
10:08
seems kinda. I actually went in and did some research of some
10:10
and did some research of some of the bad hires that we had a
10:12
of the bad hires that we had a call and we were anywhere from
10:13
call and we were anywhere from 25 to thirty employees
10:15
25 to thirty employees depending on the season um plus
10:17
depending on the season um plus subcontractors but Cody Any
10:19
subcontractors but Cody Any idea uh if you’re looking at a
10:20
idea uh if you’re looking at a million and beyond business, um
10:21
million and beyond business, um the cost of a bad hire in the
10:24
the cost of a bad hire in the field that management, what
10:25
field that management, what would that run and I’m on the
10:27
would that run and I’m on the next slide here. I’m actually
10:28
next slide here. I’m actually gonna show you what it costs us
10:29
gonna show you what it costs us on average, I would bet from
10:32
on average, I would bet from because I do not remember this
10:34
because I do not remember this talk so I’m not cheating. I
10:37
talk so I’m not cheating. I would bet that the way that
10:39
would bet that the way that you’re talking about it is
10:40
you’re talking about it is gonna lead to a cost you more
10:41
gonna lead to a cost you more than two to three times this
10:43
than two to three times this person’s salary so if you’re to
10:45
person’s salary so if you’re to throw a ballpark number out
10:47
throw a ballpark number out there and I mean we’re telling
10:48
there and I mean we’re telling and I sorted through some of
10:50
and I sorted through some of the horror stories, but I mean
10:51
the horror stories, but I mean these were these were
10:52
these were these were individuals that we should have
10:53
individuals that we should have either coached up or coached
10:54
either coached up or coached out. We didn’t see things
10:56
out. We didn’t see things happen And then we kinda
10:56
happen And then we kinda figured it out over a twelve or
10:59
figured it out over a twelve or 13 month or how what this
11:00
13 month or how what this actually costs us. Um you know
11:04
actually costs us. Um you know let’s so taking into account
11:05
let’s so taking into account like customer cancellation.
11:07
like customer cancellation. cancellation uh or like.
11:10
cancellation uh or like. Satisfaction. We’re like they
11:10
Satisfaction. We’re like they don’t like what you’re doing
11:12
don’t like what you’re doing week to week so call backs
11:14
week to week so call backs complaints gotta go back. We
11:14
complaints gotta go back. We didn’t blow off the patio set
11:15
didn’t blow off the patio set whatever that was um that I’m
11:18
whatever that was um that I’m gonna say uh 100 K pretty close
11:25
gonna say uh 100 K pretty close 125000. $125000 so before we go
11:27
125000. $125000 so before we go out and scale that business, we
11:29
out and scale that business, we need to make sure um and I’m
11:31
need to make sure um and I’m gonna read off some notes here
11:32
gonna read off some notes here but we we figured it covered
11:35
but we we figured it covered customer cancels damage um
11:37
customer cancels damage um production. Production drops to
11:40
production. Production drops to moral and motivation kind of
11:41
moral and motivation kind of our budget versus actual um and
11:43
our budget versus actual um and then what we looked at is said
11:45
then what we looked at is said Okay, Well, based on that, uh
11:47
Okay, Well, based on that, uh we need to figure out how to
11:49
we need to figure out how to fix our labor costs. so we went
11:50
fix our labor costs. so we went in and created a piece rate pay
11:53
in and created a piece rate pay system. uh so we paid the guys
11:54
system. uh so we paid the guys and girls on a budget uh time
11:58
and girls on a budget uh time and they got paid for the
11:58
and they got paid for the budget of time um not the
12:00
budget of time um not the straight time. Obviously,
12:01
straight time. Obviously, there’s overtime rules and
12:02
there’s overtime rules and things you need to be
12:03
things you need to be applicable if you’re watching
12:04
applicable if you’re watching this uh but the goal for us is
12:06
this uh but the goal for us is to actually get them more money
12:07
to actually get them more money than they would have been made
12:08
than they would have been made with overtime uh but what we
12:09
with overtime uh but what we were. Is with that rate system,
12:13
were. Is with that rate system, we will be able to generate an
12:14
we will be able to generate an extra twelve to $1300 a week
12:17
extra twelve to $1300 a week without changing a guy or girl
12:18
without changing a guy or girl on that crew and or a piece of
12:21
on that crew and or a piece of equipment, but what they did is
12:22
equipment, but what they did is it started to change the way we
12:26
it started to change the way we look at hiring and there was a
12:29
look at hiring and there was a very distinctive things that we
12:31
very distinctive things that we came up with that actually
12:33
came up with that actually helped and I wanna share those
12:34
helped and I wanna share those um and really there are three
12:37
um and really there are three low-cost high return hiring
12:38
low-cost high return hiring strategies so the interviews
12:40
strategies so the interviews are screening for values
12:42
are screening for values alignment, so I’ve used the
12:43
alignment, so I’ve used the example before I use it again
12:44
example before I use it again because it really works so one
12:45
because it really works so one of our. We’ll do what we say
12:48
of our. We’ll do what we say we’ll do uh at Callahan’s is
12:50
we’ll do uh at Callahan’s is one of the core values we have
12:51
one of the core values we have um so on a interview and
12:54
um so on a interview and screening call the office, one
12:55
screening call the office, one of the questions that I asked.
12:56
of the questions that I asked. Hey, how do you feel if someone
12:58
Hey, how do you feel if someone says they’re gonna call you
12:59
says they’re gonna call you back but they never do that’s
13:01
back but they never do that’s an alignment for our values.
13:02
an alignment for our values. How are they aligning with
13:05
How are they aligning with things that we’re actually
13:06
things that we’re actually standing for now if they’re
13:07
standing for now if they’re like Uh whatever it’s not a big
13:08
like Uh whatever it’s not a big deal if they call me back or
13:09
deal if they call me back or not, that’s a red flag. That’s
13:10
not, that’s a red flag. That’s that’s not a cultural
13:12
that’s not a cultural alignment. then we have job
13:14
alignment. then we have job descriptions that focused on
13:14
descriptions that focused on the culture so just like Uh
13:17
the culture so just like Uh we’ll do what we say we’ll do
13:18
we’ll do what we say we’ll do we had another one. That was
13:20
we had another one. That was basically we give you the
13:20
basically we give you the lifestyle you desire it was. Um
13:23
lifestyle you desire it was. Um and when we built that over the
13:27
and when we built that over the momentum in forum that we were
13:29
momentum in forum that we were looking at, we wanted to give
13:31
looking at, we wanted to give our employees the lifestyle
13:33
our employees the lifestyle they desire so if they wanted
13:34
they desire so if they wanted to be out by 3 o’clock to go,
13:36
to be out by 3 o’clock to go, see their kids baseball game or
13:38
see their kids baseball game or football game or ballet class.
13:39
football game or ballet class. whatever that was that was an
13:41
whatever that was that was an alignment, we want to empower
13:42
alignment, we want to empower them to make as much money as
13:43
them to make as much money as possible, but with the quality
13:46
possible, but with the quality constraint get paid for maybe
13:46
constraint get paid for maybe to 5 o’clock with that budgeted
13:49
to 5 o’clock with that budgeted time. So now we’re starting to
13:50
time. So now we’re starting to drive the ability for them to
13:51
drive the ability for them to almost run. Their own little
13:53
almost run. Their own little business within ours and I’m
13:54
business within ours and I’m gonna show you actually some
13:55
gonna show you actually some job descriptions and some help
13:57
job descriptions and some help pads that we did later in the
13:57
pads that we did later in the talk that focus on some of
13:59
talk that focus on some of this, but the idea here is
14:01
this, but the idea here is these job descriptions focused
14:02
these job descriptions focused on the culture that we have and
14:04
on the culture that we have and we also had it on the front end
14:05
we also had it on the front end of the focus of culture. we
14:07
of the focus of culture. we wanted to give our customers
14:09
wanted to give our customers the lifestyle they desire so
14:10
the lifestyle they desire so just like our internal
14:12
just like our internal employees, maybe our customer
14:13
employees, maybe our customer wanted to go to their kid’s
14:15
wanted to go to their kid’s sports event um and not have to
14:17
sports event um and not have to worry about cut the lawn on the
14:18
worry about cut the lawn on the weekends or cleaning the house
14:20
weekends or cleaning the house or whatever that was so it was
14:21
or whatever that was so it was two-fold. It was internal and
14:24
two-fold. It was internal and external and then the final
14:25
external and then the final thing. With Standard selection
14:28
thing. With Standard selection process as we talked about
14:30
process as we talked about Jonathan in building that
14:31
Jonathan in building that virtual bench, what we had
14:33
virtual bench, what we had built into an automated process
14:35
built into an automated process that originally was um not
14:36
that originally was um not automated, so it was manual. so
14:38
automated, so it was manual. so if you’re not automating things
14:39
if you’re not automating things yet, there’s still applies, but
14:40
yet, there’s still applies, but we have a standardized
14:43
we have a standardized selection process and that
14:43
selection process and that process literally is going into
14:45
process literally is going into an online application that
14:47
an online application that makes them jump through some
14:48
makes them jump through some hoops to make sure they’re
14:50
hoops to make sure they’re actually ready to apply for the
14:51
actually ready to apply for the job and we’re trying to buy
14:52
job and we’re trying to buy some time back as well. but
14:53
some time back as well. but once I get through that
14:55
once I get through that application. A part of the
14:56
application. A part of the process is somebody in the
14:57
process is somebody in the office is gonna set up an
14:59
office is gonna set up an interview date and time with
14:59
interview date and time with them and plug that into a
15:01
them and plug that into a master uh form and then that
15:03
master uh form and then that automation is gonna either
15:04
automation is gonna either Email or text message in the
15:05
Email or text message in the week the week before the day
15:06
week the week before the day before the interview and give
15:08
before the interview and give them some homework going down
15:09
them some homework going down the DMV to get a driver’s
15:11
the DMV to get a driver’s abstract If you’ve been to the
15:12
abstract If you’ve been to the DMV lately, Cody but let me
15:13
DMV lately, Cody but let me tell you if you’ve been there
15:15
tell you if you’ve been there uh if they got there and waited
15:17
uh if they got there and waited to that list and actually uh
15:19
to that list and actually uh got that driver’s abstract by
15:20
got that driver’s abstract by the time they got to the
15:22
the time they got to the virtual interview or the
15:23
virtual interview or the In-person interview, we knew
15:23
In-person interview, we knew somebody was actually. In that
15:26
somebody was actually. In that job and then we standardized
15:28
job and then we standardized the questions it wasn’t always
15:30
the questions it wasn’t always the same five questions that
15:31
the same five questions that we’d we’d ask more. but there
15:33
we’d we’d ask more. but there was at least five that we asked
15:35
was at least five that we asked every applicant and they also
15:37
every applicant and they also focus on that culture and
15:38
focus on that culture and alignment and if they’re a good
15:40
alignment and if they’re a good fit, but the idea is we had a
15:41
fit, but the idea is we had a non-bias of at least five
15:43
non-bias of at least five questions. every applicant
15:44
questions. every applicant would get asked and then we
15:45
would get asked and then we would rank them AB and C in
15:47
would rank them AB and C in that automation that we could
15:48
that automation that we could pull up that virtual bench and
15:49
pull up that virtual bench and that qualified labor pool uh
15:51
that qualified labor pool uh but right now the labor
15:53
but right now the labor market’s tough so these three
15:54
market’s tough so these three uh low-cost high return. And
15:56
uh low-cost high return. And the ones we use to help tackle
15:59
the ones we use to help tackle those indirect costs up front
16:01
those indirect costs up front and hopefully alleviate the no
16:03
and hopefully alleviate the no shows the turnover the cancels
16:04
shows the turnover the cancels and the effect of morale of our
16:08
and the effect of morale of our folks in the field or even in
16:09
folks in the field or even in the office for that matter. So,
16:11
the office for that matter. So, as we’re looking at We’re
16:13
as we’re looking at We’re before you get into this next
16:15
before you get into this next slide here um the the hiring
16:19
slide here um the the hiring landscape is really different
16:21
landscape is really different right now than it was you know
16:25
right now than it was you know last season when people. The
16:27
last season when people. The stuff up because of the amount
16:28
stuff up because of the amount of layoffs that we’ve had how
16:31
of layoffs that we’ve had how do you think people should be
16:33
do you think people should be going after like
16:35
going after like Non-traditional applicants
16:38
Non-traditional applicants Well, I still think right now
16:39
Well, I still think right now uh for what we’re seeing is
16:40
uh for what we’re seeing is indeed right now is probably a
16:42
indeed right now is probably a hot spot Um there’s some other
16:44
hot spot Um there’s some other place that right now uh that we
16:47
place that right now uh that we traditionally did and I think
16:48
traditionally did and I think Jonathan has done it as well.
16:50
Jonathan has done it as well. He’s probably talked about it
16:51
He’s probably talked about it as academy but um traditionally
16:53
as academy but um traditionally we had a very large, Hispanic
16:55
we had a very large, Hispanic or Guatemala workforce, so we
16:56
or Guatemala workforce, so we would actually sometimes. Go
16:58
would actually sometimes. Go out and recruited some of the
16:59
out and recruited some of the churches um and talk to the
17:01
churches um and talk to the pastors to see if we could
17:03
pastors to see if we could somehow you donate some money
17:04
somehow you donate some money to the church or somehow get
17:06
to the church or somehow get into that ecosystem couple of
17:07
into that ecosystem couple of our managers actually went to
17:09
our managers actually went to the church services um but we
17:11
the church services um but we knew our core group of
17:13
knew our core group of Guatemala employees uh hang out
17:14
Guatemala employees uh hang out at certain churches in certain
17:16
at certain churches in certain areas on the weekends, we went
17:17
areas on the weekends, we went there to actually recuperate
17:18
there to actually recuperate try to recruit them and then,
17:20
try to recruit them and then, in addition we had uh I would
17:23
in addition we had uh I would say as far as our American
17:24
say as far as our American workforce, it was two or three
17:25
workforce, it was two or three trailer parks that a lot of the
17:26
trailer parks that a lot of the guys and girls live. Uh so we
17:28
guys and girls live. Uh so we did some heavy extensive um
17:33
did some heavy extensive um basically advertising to those
17:34
basically advertising to those trailer parks as well as doing
17:35
trailer parks as well as doing a referral program. Uh we’d
17:37
a referral program. Uh we’d always laugh like hey if
17:38
always laugh like hey if somebody’s car broke down or
17:39
somebody’s car broke down or these guys couldn’t get to
17:40
these guys couldn’t get to work, you might as well just
17:41
work, you might as well just buy a bus and just send it over
17:43
buy a bus and just send it over because it was literally it was
17:44
because it was literally it was a central area between three or
17:46
a central area between three or four trailer parks, so that was
17:47
four trailer parks, so that was those were the key areas that
17:48
those were the key areas that we found are best employees
17:50
we found are best employees were hanging out. Yeah um does
17:53
were hanging out. Yeah um does that make sense? Yeah. So what
17:55
that make sense? Yeah. So what I’m thinking is uh. Like I know
18:01
I’m thinking is uh. Like I know a ton of people who worked in
18:04
a ton of people who worked in the service industry like
18:07
the service industry like restaurants bars who are out of
18:10
restaurants bars who are out of work right now um and I mean as
18:13
work right now um and I mean as you know from your days uh
18:18
you know from your days uh DJing uh if you don’t know
18:19
DJing uh if you don’t know about that uh Martha we’ll send
18:21
about that uh Martha we’ll send you a picture and get in touch
18:22
you a picture and get in touch with Martha complete the
18:24
with Martha complete the frosted tips. we know I mean
18:25
frosted tips. we know I mean that and actually when I was a
18:26
that and actually when I was a nightclub DJ um. The individual
18:29
nightclub DJ um. The individual they were great. They were
18:30
they were great. They were great folks because that was
18:32
great folks because that was the opposite work shift um as
18:34
the opposite work shift um as long as they’re responsible at
18:36
long as they’re responsible at night, we’re not all the
18:36
night, we’re not all the vendors they were. They were
18:37
vendors they were. They were really great and it was non
18:38
really great and it was non traditional uh but they were
18:40
traditional uh but they were used to standing on their feet
18:41
used to standing on their feet and going 24/7 and a lot of
18:43
and going 24/7 and a lot of chaos around them so they were
18:45
chaos around them so they were um those were great folks,
18:47
um those were great folks, especially the bouncers and the
18:48
especially the bouncers and the bartenders but I’m just trying
18:50
bartenders but I’m just trying to get strategies out of you
18:51
to get strategies out of you for pursuing you know like back
18:52
for pursuing you know like back of house people at restaurants
18:55
of house people at restaurants and even like waiters in the
18:56
and even like waiters in the front of the house like you
18:57
front of the house like you said they’re used to being on
18:58
said they’re used to being on their feet pushing all day. Uh
19:02
their feet pushing all day. Uh and you know the kitchen maybe
19:04
and you know the kitchen maybe air-conditioned, but it’s not
19:07
air-conditioned, but it’s not what you’re used to that. So
19:08
what you’re used to that. So the kitchen is a tough one. Um
19:10
the kitchen is a tough one. Um I’m not sure how but what I
19:11
I’m not sure how but what I will tell you is business cards
19:13
will tell you is business cards here always have money Uh I
19:15
here always have money Uh I won’t mention the fast food
19:16
won’t mention the fast food joint, but there was one local
19:18
joint, but there was one local one here that uh there’s two or
19:20
one here that uh there’s two or three individuals working that
19:21
three individuals working that fast food um window and just
19:24
fast food um window and just like they weren’t lawn care
19:25
like they weren’t lawn care folks, but I will tell you if
19:27
folks, but I will tell you if you can grab somebody that can
19:28
you can grab somebody that can run and register at McDonald’s
19:30
run and register at McDonald’s or Wendy’s or Tim Hortons or
19:32
or Wendy’s or Tim Hortons or Dunkin Donuts. Those folks are
19:34
Dunkin Donuts. Those folks are handling a lot of different
19:34
handling a lot of different things at once and there’s
19:36
things at once and there’s precision. It’s not your
19:38
precision. It’s not your typical lawn care home cleaning
19:40
typical lawn care home cleaning folk, but I tell you what if
19:40
folk, but I tell you what if you put me on that register at
19:42
you put me on that register at Mcdonald’s with the multi drive
19:44
Mcdonald’s with the multi drive thru, I would fall apart in
19:44
thru, I would fall apart in about 10 minutes. I don’t know
19:45
about 10 minutes. I don’t know how they do it. There is a
19:47
how they do it. There is a skill set as well as um some of
19:49
skill set as well as um some of the management uh for those
19:51
the management uh for those fast food organizations, you
19:52
fast food organizations, you know they’re making 6070 $1000
19:55
know they’re making 6070 $1000 a year but a lot of times they
19:56
a year but a lot of times they don’t like to be stuck in the
19:58
don’t like to be stuck in the hot uh kitchens and in that
20:00
hot uh kitchens and in that environment um but those
20:01
environment um but those individuals that if you could
20:02
individuals that if you could find so that runs and manages
20:04
find so that runs and manages fast food joints um for. A
20:07
fast food joints um for. A corporation they are a really
20:07
corporation they are a really good fit for management style
20:10
good fit for management style of the service business in my
20:12
of the service business in my opinion, at least uh uh but
20:14
opinion, at least uh uh but yeah, it’s tough and you gotta
20:15
yeah, it’s tough and you gotta be ethical but if you’ve got a
20:16
be ethical but if you’ve got a card and you give it to him, I
20:18
card and you give it to him, I tell you what nine times out of
20:19
tell you what nine times out of ten. I got a phone call back
20:20
ten. I got a phone call back within a few days. Good
20:24
within a few days. Good question or any of the
20:24
question or any of the questions are no no no keep
20:26
questions are no no no keep going so as we’re kinda looking
20:28
going so as we’re kinda looking into this now, we wanna
20:29
into this now, we wanna visually breakdown the employer
20:31
visually breakdown the employer recruiting um starting with the
20:32
recruiting um starting with the higher train in the core values
20:34
higher train in the core values So just as a quick visual,
20:36
So just as a quick visual, we’ve got our Craigslist
20:36
we’ve got our Craigslist Facebook indeed uh referrals
20:39
Facebook indeed uh referrals from employees like I talked
20:40
from employees like I talked about and something else We’ve
20:42
about and something else We’ve we’ve recently I’ve been
20:43
we’ve recently I’ve been playing with is a Facebook
20:44
playing with is a Facebook Messenger bots to actually
20:46
Messenger bots to actually create another funnel through
20:47
create another funnel through there through Messenger um, but
20:48
there through Messenger um, but the idea here is what we wanna
20:49
the idea here is what we wanna get them in and we want to
20:51
get them in and we want to interview and align with those
20:52
interview and align with those core values and then we’re
20:53
core values and then we’re gonna go in and hire an onboard
20:55
gonna go in and hire an onboard and reinforce those core values
20:56
and reinforce those core values and then once they’re in there.
20:59
and then once they’re in there. And especially my company in
21:00
And especially my company in the beginning uh before we
21:02
the beginning uh before we really invest in this is we
21:02
really invest in this is we wanted to wow them in line with
21:06
wanted to wow them in line with cultural values and one of the
21:07
cultural values and one of the ways we did that was
21:09
ways we did that was reinforcing public service and
21:10
reinforcing public service and different things. We did, but a
21:11
different things. We did, but a lot of times once we get
21:13
lot of times once we get somebody in the bench and in
21:14
somebody in the bench and in the working for us, uh we kinda
21:16
the working for us, uh we kinda forget to reinforce those core
21:18
forget to reinforce those core values. so those are things
21:18
values. so those are things that are important to continue
21:20
that are important to continue to reinforce and keep them
21:22
to reinforce and keep them engaged and believing in not
21:23
engaged and believing in not just a paycheck. but what you
21:24
just a paycheck. but what you guys actually stand for so. so
21:27
guys actually stand for so. so as you. And maybe we’ve got
21:29
as you. And maybe we’ve got traditional or non traditional
21:32
traditional or non traditional employees now um that we’re
21:33
employees now um that we’re going out to recruit. so how do
21:34
going out to recruit. so how do we attract and sell your
21:35
we attract and sell your company to the right prospects?
21:37
company to the right prospects? but not the wrong one. So uh
21:39
but not the wrong one. So uh this was in the early days of
21:41
this was in the early days of Callahan’s here, but we had uh
21:42
Callahan’s here, but we had uh dug it up and snow removal
21:44
dug it up and snow removal professionals. the lifestyle
21:45
professionals. the lifestyle you desire so that is what
21:47
you desire so that is what we’re standing for. uh we’ve
21:49
we’re standing for. uh we’ve created a company video here
21:50
created a company video here and I’ll break down what I
21:52
and I’ll break down what I included in this, but this is
21:53
included in this, but this is still very applicable uh right
21:55
still very applicable uh right now um but the main thing is
21:57
now um but the main thing is what. Looking for so we set the
22:00
what. Looking for so we set the example of either whether
22:01
example of either whether you’re a subcontractor
22:03
you’re a subcontractor employee, um there’s two
22:04
employee, um there’s two different ads we run, but we we
22:06
different ads we run, but we we we dialed in what the day in a
22:08
we dialed in what the day in a life looks like and what are
22:09
life looks like and what are you gonna be doing what you’ll
22:11
you gonna be doing what you’ll need to be successful and if
22:13
need to be successful and if you wanna stand out here and
22:14
you wanna stand out here and really excel these are the
22:15
really excel these are the things you’re gonna need so we
22:17
things you’re gonna need so we broke those down into what are
22:18
broke those down into what are we looking for What you’ll be
22:20
we looking for What you’ll be doing what you’ll need to be
22:21
doing what you’ll need to be successful and you’ll stand out
22:23
successful and you’ll stand out here if so these things through
22:25
here if so these things through an interview we start hitting
22:26
an interview we start hitting on this major points start to
22:28
on this major points start to figure out if they’re a culture
22:29
figure out if they’re a culture fit and if they can actually
22:31
fit and if they can actually have the work of being outside
22:32
have the work of being outside um so in this. Here or slide
22:35
um so in this. Here or slide deck, depending on how you do
22:36
deck, depending on how you do it, we used to have a big 6070
22:37
it, we used to have a big 6070 inch TV in the office, and we
22:39
inch TV in the office, and we would do a Google slide deck um
22:41
would do a Google slide deck um or PowerPoint or we had a
22:43
or PowerPoint or we had a recorded version when we
22:44
recorded version when we standardize it delegated But
22:45
standardize it delegated But the idea here is it went
22:46
the idea here is it went through every position in the
22:49
through every position in the company and the pay rates and
22:50
company and the pay rates and the responsibilities we show
22:52
the responsibilities we show them that as they came in to
22:53
them that as they came in to the company, there was
22:56
the company, there was literally no glass ceiling.
22:57
literally no glass ceiling. They can evolve from the bottom
22:58
They can evolve from the bottom all the way up to the top to my
23:00
all the way up to the top to my my position. Eventually I got
23:01
my position. Eventually I got replaced so people can actually
23:03
replaced so people can actually see the ballpark range of what
23:04
see the ballpark range of what my salary replacement would
23:05
my salary replacement would have looked like um and then
23:07
have looked like um and then we. Into uh some pictures here,
23:09
we. Into uh some pictures here, so there’s probably I’m
23:11
so there’s probably I’m guessing twelve or fifteen
23:12
guessing twelve or fifteen vehicles here in the shop that
23:14
vehicles here in the shop that we could fit with the guys in
23:15
we could fit with the guys in the morning um near the end of
23:17
the morning um near the end of it, we’re around nineteen or
23:19
it, we’re around nineteen or twenty trucks uh but we had
23:20
twenty trucks uh but we had pictures of literally when we
23:21
pictures of literally when we had two or three trucks, the
23:23
had two or three trucks, the five or six seven or eight and
23:24
five or six seven or eight and then the whole entire fleet. so
23:25
then the whole entire fleet. so we showed as the business grew
23:27
we showed as the business grew that everything kept growing,
23:29
that everything kept growing, so we want to show that it
23:30
so we want to show that it wasn’t just static. it was
23:31
wasn’t just static. it was growth. There’s a potential.
23:32
growth. There’s a potential. there’s a lot of times when
23:33
there’s a lot of times when people go to work for a lawn
23:35
people go to work for a lawn care company probably 95% of
23:36
care company probably 95% of them when they come in as a
23:37
them when they come in as a technician. Never gonna go pass
23:39
technician. Never gonna go pass that crew leader. we want an
23:41
that crew leader. we want an individuals that want to grow
23:42
individuals that want to grow their career. uh in addition to
23:44
their career. uh in addition to that, we had a picture of a guy
23:46
that, we had a picture of a guy with a head. It’s actually my
23:48
with a head. It’s actually my ex brother-in-law and uh he was
23:50
ex brother-in-law and uh he was he was trimming a head and this
23:51
he was trimming a head and this thing must have been about a
23:53
thing must have been about a quarter mile long. it was 90°
23:54
quarter mile long. it was 90° out and he looked like he was
23:55
out and he looked like he was gonna die uh but we showed them
23:58
gonna die uh but we showed them the realities of the work and
23:58
the realities of the work and it was a few other pictures of
24:00
it was a few other pictures of a guy pushing uh basically a
24:02
a guy pushing uh basically a salt spreader and he’d been out
24:03
salt spreader and he’d been out in the rain ice storm for 12
24:05
in the rain ice storm for 12 hours, and it was just soak it
24:06
hours, and it was just soak it look like a wet dog um. We
24:09
look like a wet dog um. We built them up. We wanna make
24:09
built them up. We wanna make sure the line, but we also
24:10
sure the line, but we also kinda wanted to scare the
24:12
kinda wanted to scare the applicants that hey this is out
24:13
applicants that hey this is out in the sun. You’re gonna get a
24:15
in the sun. You’re gonna get a sunburn like it’s hot, you may
24:16
sunburn like it’s hot, you may be carrying equipment for 1011
24:17
be carrying equipment for 1011 hours. You may be out in a
24:19
hours. You may be out in a snowstorm for ten or 11 hours
24:20
snowstorm for ten or 11 hours with some breaks state
24:21
with some breaks state mandates, so we wanted to give
24:23
mandates, so we wanted to give them a taste of the reality um
24:25
them a taste of the reality um and then we touch on some
24:26
and then we touch on some things about culture
24:27
things about culture alignments. we had a culture of
24:29
alignments. we had a culture of giving back so this is a really
24:30
giving back so this is a really sweet couple if you’re on
24:32
sweet couple if you’re on YouTube, you probably can still
24:33
YouTube, you probably can still find it, but um this is a video
24:35
find it, but um this is a video where my manager followed me
24:36
where my manager followed me into this house and they’re I
24:37
into this house and they’re I think their daughter or their.
24:38
think their daughter or their. Submitted them in because every
24:40
Submitted them in because every year before Veterans day, we
24:42
year before Veterans day, we would raffle off free snow
24:43
would raffle off free snow plowing to a veteran uh these
24:45
plowing to a veteran uh these guys had won eight. I figured
24:46
guys had won eight. I figured it was. I’m sure it was
24:47
it was. I’m sure it was probably World War two, but
24:49
probably World War two, but they’re in the mid to late 90s
24:50
they’re in the mid to late 90s really really sweet couple, so
24:52
really really sweet couple, so we surprised him a-game of a
24:53
we surprised him a-game of a certificate for free plowing um
24:54
certificate for free plowing um and they invited us in the
24:56
and they invited us in the house and let us share the
24:58
house and let us share the video. but the idea is we
24:59
video. but the idea is we wanted to reinforce the
25:01
wanted to reinforce the cultural alignment of what we
25:02
cultural alignment of what we stood for and ask the new
25:04
stood for and ask the new employer the potential
25:05
employer the potential employee. How do they feel
25:06
employee. How do they feel about this? Um we wanna give.
25:09
about this? Um we wanna give. And and give that lifestyle
25:09
And and give that lifestyle people desire internally as our
25:11
people desire internally as our employees and externally
25:12
employees and externally outside. So um these are the
25:13
outside. So um these are the types of things that we did and
25:17
types of things that we did and then uh obviously we’re
25:18
then uh obviously we’re constantly recruiting with that
25:19
constantly recruiting with that automated system so I’m not
25:21
automated system so I’m not gonna get into the details of
25:23
gonna get into the details of the idea of the process, but
25:25
the idea of the process, but we’ve got an English and
25:25
we’ve got an English and Spanish landing page and those
25:27
Spanish landing page and those are the job descriptions that
25:29
are the job descriptions that fit culture When we do the
25:30
fit culture When we do the interviewing process, we got
25:31
interviewing process, we got interviews that screen for
25:33
interviews that screen for values alignment and then that
25:34
values alignment and then that selection process is
25:36
selection process is standardized with those five
25:37
standardized with those five questions and that what it
25:38
questions and that what it kinda looks like in an
25:39
kinda looks like in an automated flow uh English and
25:42
automated flow uh English and now basically Street Spanish is
25:43
now basically Street Spanish is what we’ve been. So the final
25:45
what we’ve been. So the final thing is before we go in for
25:47
thing is before we go in for this market or this blueprints
25:49
this market or this blueprints to really go on exponentially
25:50
to really go on exponentially grow your business Is you wanna
25:52
grow your business Is you wanna look at um creating prospects
25:55
look at um creating prospects and leads and Service Autopilot
25:57
and leads and Service Autopilot so Service Autopilot at this
25:58
so Service Autopilot at this point uh in 2020 does not have
26:00
point uh in 2020 does not have the ability to automate
26:02
the ability to automate employees, but we’ve done is
26:04
employees, but we’ve done is taken um clients or leads
26:07
taken um clients or leads basically, and we’ve added some
26:09
basically, and we’ve added some some structure to it and now
26:12
some structure to it and now you can sort down on job
26:13
you can sort down on job applicants and uh this is
26:15
applicants and uh this is something. In Callahan and now
26:17
something. In Callahan and now we’ve repurposed a simple
26:19
we’ve repurposed a simple growth but the idea here is now
26:21
growth but the idea here is now I can go in and filter down to
26:23
I can go in and filter down to those ABC job applicants with
26:25
those ABC job applicants with the date range for a time
26:26
the date range for a time filter. So we’ve created
26:29
filter. So we’ve created basically Jonathan Potion. It’s
26:29
basically Jonathan Potion. It’s virtual bench all inside
26:31
virtual bench all inside Service Autopilot and
26:33
Service Autopilot and foundationally. These are all
26:33
foundationally. These are all the things that in my opinion
26:35
the things that in my opinion you need to have your ducks in
26:36
you need to have your ducks in a row before we go out and dive
26:39
a row before we go out and dive into this life cycle marketing
26:41
into this life cycle marketing to dominate your market so uh
26:44
to dominate your market so uh probably most people tune in to
26:45
probably most people tune in to figure out how to dominate your
26:46
figure out how to dominate your market, but I thought it was
26:48
market, but I thought it was really ethically. I had to get
26:51
really ethically. I had to get to before we do it is you need
26:53
to before we do it is you need that foundation Because if you
26:54
that foundation Because if you go in and do all the things I’m
26:55
go in and do all the things I’m gonna show you here. Uh the
26:56
gonna show you here. Uh the wheels are gonna fall off if
26:57
wheels are gonna fall off if you don’t have those
26:58
you don’t have those foundations um especially the
26:59
foundations um especially the cash flow knowing your numbers
27:01
cash flow knowing your numbers and having the right people on
27:02
and having the right people on the bench so life cycle
27:05
the bench so life cycle marketing is um basically a way
27:08
marketing is um basically a way that we attack our marketing
27:09
that we attack our marketing and really what it is. We’re
27:11
and really what it is. We’re gonna talk to the lead or the
27:13
gonna talk to the lead or the client where they’re at in the
27:14
client where they’re at in the life cycle and what I’m gonna
27:16
life cycle and what I’m gonna suggest is most businesses have
27:19
suggest is most businesses have four or five areas where
27:19
four or five areas where they’re literally physically
27:21
they’re literally physically taking. In their business and
27:25
taking. In their business and dropping in the trash can and
27:26
dropping in the trash can and you can kinda see some of these
27:26
you can kinda see some of these little red cans here along the
27:28
little red cans here along the way so a really high level I’m
27:30
way so a really high level I’m gonna connect life cycle
27:32
gonna connect life cycle marketing and then show you the
27:34
marketing and then show you the different pieces that we use to
27:35
different pieces that we use to go out and dominate my market
27:37
go out and dominate my market um throughout the years so
27:39
um throughout the years so right now we should be probably
27:42
right now we should be probably going out through Facebook
27:43
going out through Facebook AdWords uh nine rounds. That’s
27:45
AdWords uh nine rounds. That’s when you drop a pin on a house
27:46
when you drop a pin on a house that lead comes in and we
27:48
that lead comes in and we market the nine surrounding
27:50
market the nine surrounding homes potentially banner ads
27:51
homes potentially banner ads every door, direct mailing and
27:53
every door, direct mailing and now updated um. We’ve talked
27:55
now updated um. We’ve talked about Cody is Facebook
27:58
about Cody is Facebook Messenger bots that can
27:59
Messenger bots that can automatically estimate uh
28:01
automatically estimate uh pricing based off of the square
28:02
pricing based off of the square footage of Zillow. So we’ve got
28:03
footage of Zillow. So we’ve got the idea we’re driving them
28:06
the idea we’re driving them into our website here and if
28:08
into our website here and if they’re not ready to convert,
28:10
they’re not ready to convert, we should have something called
28:12
we should have something called a lead magnet. I’m gonna break
28:13
a lead magnet. I’m gonna break down with a lead magnet is, but
28:14
down with a lead magnet is, but it’s gonna be a simple. ask for
28:16
it’s gonna be a simple. ask for first name last name and email
28:18
first name last name and email that gets them inside Service
28:19
that gets them inside Service Autopilot because if you’re
28:20
Autopilot because if you’re spending all this money on
28:21
spending all this money on Facebook and AdWords and nine
28:23
Facebook and AdWords and nine rounds, you’re driving traffic
28:23
rounds, you’re driving traffic to. But if you’re not capturing
28:27
to. But if you’re not capturing them if they’re not committing
28:28
them if they’re not committing to an estimate, you’re throwing
28:29
to an estimate, you’re throwing all that marketing money away.
28:30
all that marketing money away. so we’re gonna have a lead
28:31
so we’re gonna have a lead magnet so we can continue to
28:32
magnet so we can continue to nurture them and when they’re
28:33
nurture them and when they’re ready to buy, hopefully we’re
28:35
ready to buy, hopefully we’re top of friend of mine. In
28:36
top of friend of mine. In addition, we really should have
28:37
addition, we really should have a Facebook pixel on the back
28:39
a Facebook pixel on the back pay back end of your landing
28:40
pay back end of your landing page or your website to go out
28:42
page or your website to go out and retarget them through a
28:44
and retarget them through a custom audience. Um these are
28:46
custom audience. Um these are things that can be set up very
28:47
things that can be set up very quickly and easily, and there’s
28:49
quickly and easily, and there’s pennies on the dollar, but if
28:50
pennies on the dollar, but if you’re not tracking a lead
28:51
you’re not tracking a lead magnet that Facebook pixel and
28:53
magnet that Facebook pixel and retargeting. Audience of people
28:55
retargeting. Audience of people that have hit that website.
28:57
that have hit that website. that’s one hole in your sales
29:00
that’s one hole in your sales funnel. We really should have a
29:02
funnel. We really should have a short-term education in some
29:03
short-term education in some kind of automated. follow up.
29:04
kind of automated. follow up. so this is very similar to what
29:05
so this is very similar to what we do in 20 days to close. So
29:07
we do in 20 days to close. So we’re educated on how to do the
29:09
we’re educated on how to do the service themselves and whatever
29:11
service themselves and whatever service you’re interested. But
29:12
service you’re interested. But when that process we’re
29:13
when that process we’re overcoming in the sales price
29:14
overcoming in the sales price objection. so we’re shortening
29:15
objection. so we’re shortening that sales cycle and we’re
29:16
that sales cycle and we’re making the business owner the
29:18
making the business owner the experts we’re creating a higher
29:19
experts we’re creating a higher perceived value, so you can
29:20
perceived value, so you can charge a higher price uh most
29:23
charge a higher price uh most service. Including my own in
29:25
service. Including my own in the early, they didn’t have the
29:26
the early, they didn’t have the time or the ability to follow
29:27
time or the ability to follow up on an estimate. so we’ve
29:28
up on an estimate. so we’ve used Service Autopilot
29:30
used Service Autopilot automations to follow up um in
29:32
automations to follow up um in that 20 days to close process.
29:35
that 20 days to close process. so if we lose that estimate the
29:36
so if we lose that estimate the next hole that you’re
29:37
next hole that you’re potentially gonna see is lost
29:39
potentially gonna see is lost estimates. Do you have a way to
29:41
estimates. Do you have a way to bundle them up per service,
29:43
bundle them up per service, nurture them and then about a
29:45
nurture them and then about a month to month and a half
29:46
month to month and a half before that particular season
29:47
before that particular season starts, so if we’re going into
29:48
starts, so if we’re going into the fall and all our estimates
29:50
the fall and all our estimates for a full-time, aeration and
29:52
for a full-time, aeration and overseeding uh do we have a way
29:53
overseeding uh do we have a way to go out. Activate them and
29:55
to go out. Activate them and upsell that service so instead
29:57
upsell that service so instead of taking all that marketing
29:59
of taking all that marketing money and literally taking all
29:59
money and literally taking all the lost estimates and
30:01
the lost estimates and physically or you know somewhat
30:03
physically or you know somewhat physically taking the thrown
30:03
physically taking the thrown them in the trash. Now, we’re
30:05
them in the trash. Now, we’re creating a database that we can
30:07
creating a database that we can nurture and up sell um if the
30:10
nurture and up sell um if the sale is one do we have a way if
30:13
sale is one do we have a way if it’s a one time sale so very
30:15
it’s a one time sale so very similar like a cleaning company
30:16
similar like a cleaning company if somebody signs up for a
30:17
if somebody signs up for a one-time cleaning but doesn’t
30:19
one-time cleaning but doesn’t buy the reoccurring weekly or
30:20
buy the reoccurring weekly or biweekly cleaning or lawn care
30:22
biweekly cleaning or lawn care if they sign up for one time
30:23
if they sign up for one time spring clean up in the
30:24
spring clean up in the beginning of the year, but they
30:25
beginning of the year, but they haven’t. A reoccurring
30:27
haven’t. A reoccurring fertilizing your mowing, we
30:29
fertilizing your mowing, we should have some place in a
30:30
should have some place in a fact to make sure the
30:33
fact to make sure the automation or manual process
30:34
automation or manual process triggers 5 days after that
30:35
triggers 5 days after that service, if they haven’t
30:36
service, if they haven’t scheduled a reoccurring service
30:37
scheduled a reoccurring service to upsell it otherwise you’ve
30:39
to upsell it otherwise you’ve got a huge hole in your sales
30:40
got a huge hole in your sales funnel here and then. When
30:42
funnel here and then. When we’ve got that reoccurring sale
30:45
we’ve got that reoccurring sale right out the gate, a gateway
30:47
right out the gate, a gateway service, we’re gonna talk about
30:48
service, we’re gonna talk about Gateway services here in a
30:50
Gateway services here in a minute um do we have a way to
30:52
minute um do we have a way to upsell another reoccurring
30:54
upsell another reoccurring service so something that we’ve
30:55
service so something that we’ve seen uh real success in the
30:57
seen uh real success in the Service, Autopilot Academy
30:59
Service, Autopilot Academy ecosystem without giving away
31:00
ecosystem without giving away any of the tips or tricks is a
31:02
any of the tips or tricks is a lot of the academy members and
31:05
lot of the academy members and regular academy members are
31:06
regular academy members are taking the teachings of the
31:07
taking the teachings of the academy and saying how can we
31:09
academy and saying how can we take a stop of say
31:11
take a stop of say fertilization and maybe?
31:14
fertilization and maybe? Perimeter past and mosquitoes,
31:16
Perimeter past and mosquitoes, so now that we’re not now that
31:17
so now that we’re not now that we’re going there with the same
31:18
we’re going there with the same truck and very minimal
31:20
truck and very minimal equipment expense. We’re not
31:21
equipment expense. We’re not only fertilizing but we’re
31:22
only fertilizing but we’re doing perimeter past and we’re
31:24
doing perimeter past and we’re doing mosquitoes or an extra 10
31:26
doing mosquitoes or an extra 10 minutes they’ve tripled or
31:28
minutes they’ve tripled or doubled the bottom line uh
31:30
doubled the bottom line uh margin on that. so we’re going
31:31
margin on that. so we’re going out and creating a process
31:34
out and creating a process there and then we wanna go out
31:35
there and then we wanna go out and cross sell and upgrade with
31:38
and cross sell and upgrade with seasonal timing and then be
31:39
seasonal timing and then be able to cancel any reacting in
31:41
able to cancel any reacting in any laws or cancels again based
31:44
any laws or cancels again based on the seasonality. So those
31:45
on the seasonality. So those are the kind of core areas that
31:46
are the kind of core areas that you wanna look at before we
31:47
you wanna look at before we dive in to the. You take aways
31:50
dive in to the. You take aways of this talk, but the next
31:52
of this talk, but the next thing we’re looking at is I
31:53
thing we’re looking at is I talk about a lead magnet, Cody
31:54
talk about a lead magnet, Cody and uh a lead magnet. It’s just
31:57
and uh a lead magnet. It’s just literally something of value.
31:58
literally something of value. So this is right off the
31:58
So this is right off the Callahan’s website uh six
32:01
Callahan’s website uh six reasons to hire a professional
32:02
reasons to hire a professional video series and we utilize the
32:04
video series and we utilize the back end of the service,
32:06
back end of the service, Autopilot form and it would
32:06
Autopilot form and it would automatically enter them into
32:08
automatically enter them into the Service. Autopilot and we’d
32:09
the Service. Autopilot and we’d start nurturing them uh so lead
32:11
start nurturing them uh so lead Magnet ideas video series,
32:13
Magnet ideas video series, white paper or how-to guides
32:14
white paper or how-to guides with pictures. So this is
32:18
with pictures. So this is actually a screenshot here when
32:19
actually a screenshot here when we had the pleasure of flying
32:20
we had the pleasure of flying down to Dallas uh a year or two
32:22
down to Dallas uh a year or two ago to meet with all of the.
32:25
ago to meet with all of the. Autopilot Academy Elite so
32:26
Autopilot Academy Elite so people are watching this and
32:28
people are watching this and wondering about the academy um
32:29
wondering about the academy um from the things I’ve seen it is
32:32
from the things I’ve seen it is worth every penny Uh it is
32:34
worth every penny Uh it is great and they bring in
32:35
great and they bring in professionals in like Jason Cop
32:37
professionals in like Jason Cop um Jim Houston. They brought
32:39
um Jim Houston. They brought the team in uh but we had the
32:41
the team in uh but we had the pleasure hanging out with the
32:42
pleasure hanging out with the Academy Elite 2 days and part
32:43
Academy Elite 2 days and part of that time we thought in uh
32:45
of that time we thought in uh did automations with them, but
32:47
did automations with them, but one of the things we provided
32:48
one of the things we provided them as an elite member as your
32:51
them as an elite member as your four biggest essentials for
32:53
four biggest essentials for lawn care, and this was a lead
32:53
lawn care, and this was a lead magnet with all the content
32:55
magnet with all the content that we wrote for them um but a
32:56
that we wrote for them um but a lot of Academy members are
32:57
lot of Academy members are still using this coded and
32:58
still using this coded and actually have a really good
32:59
actually have a really good success for.
33:02
Um up to that point, you have
33:03
Um up to that point, you have any questions. Good stuff is
33:07
any questions. Good stuff is there somewhere if people want
33:10
there somewhere if people want a copy of that flow chart um if
33:14
a copy of that flow chart um if that’s something that they can
33:15
that’s something that they can get it or can we come back and
33:16
get it or can we come back and put it in the comments later?
33:18
put it in the comments later? Yeah, we could put it in the
33:18
Yeah, we could put it in the comments I can uh I can put it
33:19
comments I can uh I can put it right on the Messenger bot
33:21
right on the Messenger bot right on the Simple Grove
33:22
right on the Simple Grove Facebook page and um you know,
33:24
Facebook page and um you know, give me about 24 hours and
33:25
give me about 24 hours and we’ll we’ll put that back on
33:26
we’ll we’ll put that back on the notes and we’ll just have
33:27
the notes and we’ll just have they can type in slides or
33:29
they can type in slides or whatever that is and uh it’ll
33:30
whatever that is and uh it’ll automatically give the PDF
33:31
automatically give the PDF download right there. Awesome.
33:33
download right there. Awesome. Yeah. I think that would be a
33:34
Yeah. I think that would be a really helpful thing to like
33:35
really helpful thing to like print out and have your.
33:38
print out and have your. Especially as you’re thinking
33:38
Especially as you’re thinking about your marketing plan, just
33:40
about your marketing plan, just being able to identify which of
33:42
being able to identify which of those trash cans, you’re
33:44
those trash cans, you’re letting people fall into that.
33:46
letting people fall into that. Absolutely. Yeah. definitely.
33:47
Absolutely. Yeah. definitely. yeah happy to do that. So if
33:50
yeah happy to do that. So if you’re an ESA five and you
33:51
you’re an ESA five and you heard Jonathan’s talk, he
33:51
heard Jonathan’s talk, he talked about anchoring your
33:53
talked about anchoring your business with two to three core
33:55
business with two to three core recurring services. So I’m
33:58
recurring services. So I’m gonna break this down kind of
33:59
gonna break this down kind of industry specific So lawn care
34:00
industry specific So lawn care what I’m gonna recommend as a
34:02
what I’m gonna recommend as a core recurring service is your
34:03
core recurring service is your lawn care so as far as lawn
34:07
lawn care so as far as lawn mowing fertilization. Are your
34:09
mowing fertilization. Are your two core uh Gateway services,
34:11
two core uh Gateway services, so those are things that you
34:13
so those are things that you can go in right now and measure
34:14
can go in right now and measure through smart maps or maps Pro,
34:16
through smart maps or maps Pro, depending on version two
34:17
depending on version two version three and it
34:18
version three and it automatically calculate the
34:20
automatically calculate the price budget time and sell over
34:21
price budget time and sell over the phone Now Home Cleaning uh
34:24
the phone Now Home Cleaning uh it’s pretty interesting so you
34:25
it’s pretty interesting so you can actually pull the square
34:26
can actually pull the square footage of the Zillow pretty
34:28
footage of the Zillow pretty quickly in the office and ask
34:30
quickly in the office and ask qualifying questions of number
34:31
qualifying questions of number of people that’s different
34:33
of people that’s different things for that. Um you know
34:34
things for that. Um you know kind of that dirt. How dirty is
34:36
kind of that dirt. How dirty is the house um but? We want to be
34:39
the house um but? We want to be able to sell um two, maybe
34:41
able to sell um two, maybe three recurring services right
34:43
three recurring services right over the phone and close them
34:45
over the phone and close them right there cuz speed is the
34:46
right there cuz speed is the name of the game so when we
34:49
name of the game so when we anchor those two to three
34:50
anchor those two to three recurring services’, how to use
34:51
recurring services’, how to use digital marketing to cast that
34:53
digital marketing to cast that broad net and we’re gonna use
34:55
broad net and we’re gonna use such things as custom audiences
34:57
such things as custom audiences in Facebook uh list of
34:59
in Facebook uh list of prospects and Service Autopilot
35:01
prospects and Service Autopilot imports into the Facebook for
35:01
imports into the Facebook for other custom audience and then
35:04
other custom audience and then Facebook ads targeting your
35:05
Facebook ads targeting your ideal geographic neighborhoods
35:07
ideal geographic neighborhoods or demographics. We’re just
35:08
or demographics. We’re just gonna plug basically a geofence
35:10
gonna plug basically a geofence over your service area or your
35:12
over your service area or your ideal service area. We’re gonna
35:14
ideal service area. We’re gonna go out and cast that digital
35:14
go out and cast that digital net and we’re gonna have that
35:16
net and we’re gonna have that Facebook pixel on that website,
35:18
Facebook pixel on that website, so we can retarget those people
35:19
so we can retarget those people as they look at it, but the
35:20
as they look at it, but the idea is the digital net is
35:22
idea is the digital net is gonna cast on your whole entire
35:24
gonna cast on your whole entire service area um but now we’re
35:27
service area um but now we’re getting customers popping up
35:28
getting customers popping up over here over here over there,
35:30
over here over here over there, Cody and name of the game is
35:32
Cody and name of the game is density so we don’t wanna be
35:34
density so we don’t wanna be driving all over. so what we’re
35:35
driving all over. so what we’re gonna do then is use offline
35:38
gonna do then is use offline marketing to zero in for route
35:41
marketing to zero in for route density and the way we’re gonna
35:41
density and the way we’re gonna do. Use maps to create a list
35:44
do. Use maps to create a list I’m gonna show you how to do
35:46
I’m gonna show you how to do property specific pricing a
35:47
property specific pricing a couple of things that we did at
35:49
couple of things that we did at Callahan’s it actually we had a
35:50
Callahan’s it actually we had a list of over 10000 homes being
35:54
list of over 10000 homes being currently mowed by commercial
35:55
currently mowed by commercial our competitors. So I’m gonna
35:56
our competitors. So I’m gonna break that down for you how you
35:57
break that down for you how you can do that in your market
35:58
can do that in your market before it’s too late for the
36:00
before it’s too late for the fall um and then we also use to
36:01
fall um and then we also use to send gym integration for cards,
36:03
send gym integration for cards, gifts and ringless voicemail
36:05
gifts and ringless voicemail bombs. So we’re gonna cast that
36:06
bombs. So we’re gonna cast that digital that out through
36:08
digital that out through Facebook and maybe pay per
36:09
Facebook and maybe pay per click and then we’re gonna use
36:10
click and then we’re gonna use offline marketing to focus. In
36:12
offline marketing to focus. In the areas we’re already at or
36:13
the areas we’re already at or if you’re looking at the map,
36:15
if you’re looking at the map, the big gaps between your dents
36:17
the big gaps between your dents area, so we can minimize that
36:18
area, so we can minimize that non billable drive time. So
36:20
non billable drive time. So we’re gonna dive in now to show
36:21
we’re gonna dive in now to show you how we use Service
36:22
you how we use Service Autopilot actually um handle
36:25
Autopilot actually um handle these objectives here. Hey, I
36:26
these objectives here. Hey, I wanna uh one thing real quick
36:29
wanna uh one thing real quick about your Facebook retargeting
36:32
about your Facebook retargeting You have the Pixel set up on
36:33
You have the Pixel set up on your website. Anyone who comes
36:36
your website. Anyone who comes through no matter what source
36:37
through no matter what source they’re coming from. so if
36:39
they’re coming from. so if they’re coming from an AdWords,
36:41
they’re coming from an AdWords, click they’re coming from
36:42
click they’re coming from their. Told them about your
36:45
their. Told them about your company, you know whatever that
36:47
company, you know whatever that source is if they have a
36:49
source is if they have a Facebook account, they’re
36:50
Facebook account, they’re getting put into your custom
36:52
getting put into your custom audience to then get followed
36:52
audience to then get followed around on Facebook by you so
36:56
around on Facebook by you so that retargeting audience is so
36:58
that retargeting audience is so important because it helps uh
37:00
important because it helps uh you spend a little bit more but
37:02
you spend a little bit more but it makes all of your uh
37:06
it makes all of your uh campaigns More successful.
37:08
campaigns More successful. Okay. Yeah, no good input and I
37:11
Okay. Yeah, no good input and I mean I’m I’m actually I was
37:11
mean I’m I’m actually I was planning on it but. Couple of
37:14
planning on it but. Couple of screenshots I have or maybe are
37:15
screenshots I have or maybe are well, I know a couple of little
37:17
well, I know a couple of little outdated just with the Facebook
37:18
outdated just with the Facebook pixel um cuz it’s constantly
37:19
pixel um cuz it’s constantly moving but uh I will give
37:21
moving but uh I will give everybody an idea of where to
37:22
everybody an idea of where to find that stuff as well and you
37:23
find that stuff as well and you may have some to put that Cody
37:25
may have some to put that Cody uh but the online marketing
37:26
uh but the online marketing that Facebook pixel so uh use
37:28
that Facebook pixel so uh use the knowledge you gather about
37:30
the knowledge you gather about them to build a strong
37:31
them to build a strong relationship so tar target
37:33
relationship so tar target those users have been to a
37:34
those users have been to a certain page of your website If
37:35
certain page of your website If you want so maybe somebody was
37:37
you want so maybe somebody was looking at snow removal, lawn
37:38
looking at snow removal, lawn care or pest control, go out
37:40
care or pest control, go out and you can basically dial in
37:41
and you can basically dial in to certain. Are all the pages
37:43
to certain. Are all the pages on your website track how many
37:46
on your website track how many visitors converted after seeing
37:46
visitors converted after seeing a particular ad on Facebook and
37:49
a particular ad on Facebook and then the stats most new sales
37:50
then the stats most new sales take about 43 days to convert
37:53
take about 43 days to convert into a customer. uh a
37:54
into a customer. uh a Callahan’s? What I read. I ran
37:55
Callahan’s? What I read. I ran the metrics before this talk it
37:57
the metrics before this talk it was about 64 days, so we need
38:00
was about 64 days, so we need to continually be out with
38:01
to continually be out with those retargeting ads to stay
38:02
those retargeting ads to stay in front of them and go short
38:04
in front of them and go short term in the long-term nurture
38:06
term in the long-term nurture depending where they’re at in
38:06
depending where they’re at in that customer life cycle Uh and
38:08
that customer life cycle Uh and on average, they will click at
38:09
on average, they will click at least five calls to actions So
38:11
least five calls to actions So CTAs before buying. So it could
38:13
CTAs before buying. So it could be that lead magnet it could be
38:15
be that lead magnet it could be um the Google Review link it
38:17
um the Google Review link it could be the customer
38:18
could be the customer testimonials you have on your
38:20
testimonials you have on your website. um so you wanna make
38:21
website. um so you wanna make sure you got enough beef in
38:22
sure you got enough beef in there that they can go through
38:24
there that they can go through and click on different things.
38:25
and click on different things. Um we wanna continue to provide
38:27
Um we wanna continue to provide that free value of content uh
38:29
that free value of content uh to let those cold leads know
38:30
to let those cold leads know who we are and hopefully
38:32
who we are and hopefully warming up so that they’re
38:33
warming up so that they’re ready to buy and we definitely
38:35
ready to buy and we definitely wanna go out to education and
38:37
wanna go out to education and not a sales pitch cuz we wanna
38:39
not a sales pitch cuz we wanna get them to know like and trust
38:40
get them to know like and trust us and those are gonna convert.
38:43
us and those are gonna convert. Better customers so as you go
38:45
Better customers so as you go into the Facebook ads uh Pixel
38:46
into the Facebook ads uh Pixel now like I said some of the
38:47
now like I said some of the stuff has been moved around,
38:49
stuff has been moved around, but this at least give you a
38:50
but this at least give you a base idea of kind of the things
38:51
base idea of kind of the things you need if you don’t have it.
38:53
you need if you don’t have it. um so right now, we’re gonna go
38:54
um so right now, we’re gonna go and set the Pixel here um and
38:58
and set the Pixel here um and we’re gonna select our campaign
39:00
we’re gonna select our campaign objectives so most people are
39:02
objectives so most people are driving brand awareness um or
39:04
driving brand awareness um or Messenger right now uh but
39:06
Messenger right now uh but obviously you wanna talk to a
39:07
obviously you wanna talk to a Facebook ads expert before you
39:09
Facebook ads expert before you do this, but I wanted to give
39:10
do this, but I wanted to give you some overview kind of what
39:11
you some overview kind of what this looks like behind the
39:12
this looks like behind the scenes if you’ve never gone
39:13
scenes if you’ve never gone into uh the ads manager. So the
39:17
into uh the ads manager. So the next thing is we wanna go in
39:18
next thing is we wanna go in and name the campaign, make it
39:20
and name the campaign, make it something with a standardized
39:21
something with a standardized naming convention, so you can
39:22
naming convention, so you can go back historically and see
39:23
go back historically and see what it is and it makes sense
39:25
what it is and it makes sense um and then we wanna go in and
39:28
um and then we wanna go in and grab that Pixel and it could be
39:30
grab that Pixel and it could be from any URL on your website or
39:33
from any URL on your website or it contains this so people have
39:35
it contains this so people have visited the specific web pages
39:37
visited the specific web pages in the last 30 days. I believe
39:39
in the last 30 days. I believe what is 180 days uh that can be
39:41
what is 180 days uh that can be retargeted now. Uh Yeah, it
39:43
retargeted now. Uh Yeah, it depends on what kind.
39:47
depends on what kind. Retargeting your setting up uh
39:48
Retargeting your setting up uh there’s some things that will
39:49
there’s some things that will go 365 Okay. So obviously we
39:52
go 365 Okay. So obviously we wanna set that um retargeting
39:54
wanna set that um retargeting as well. Yeah and then we wanna
39:57
as well. Yeah and then we wanna downsize our gateway service,
39:58
downsize our gateway service, so we’re gonna sell those core
39:59
so we’re gonna sell those core services like lawn mowing
40:01
services like lawn mowing fertilizing or the cleaning
40:03
fertilizing or the cleaning over the phone. so we’re gonna
40:04
over the phone. so we’re gonna use the utilize maps pro to
40:06
use the utilize maps pro to measure the property or get the
40:07
measure the property or get the uh custom fields of Zillow for
40:09
uh custom fields of Zillow for the home square footage for
40:10
the home square footage for cleaning. We’re gonna create
40:12
cleaning. We’re gonna create custom fields and store them in
40:14
custom fields and store them in there so turf square footage.
40:15
there so turf square footage. your home square footage goes
40:16
your home square footage goes in there and then we have price
40:18
in there and then we have price matrices that automatically
40:19
matrices that automatically calculate the price a budget
40:20
calculate the price a budget and time and a cost before. In
40:23
and time and a cost before. In the pre templated Service,
40:24
the pre templated Service, Autopilot estimates so it’s
40:26
Autopilot estimates so it’s pre-built templates are gonna
40:27
pre-built templates are gonna create speed and accuracy and
40:29
create speed and accuracy and allow people to down sell. So
40:31
allow people to down sell. So we’re not gonna try to sell
40:32
we’re not gonna try to sell everything in our our our our
40:35
everything in our our our our service offering we’re just
40:37
service offering we’re just gonna get them on the one or
40:38
gonna get them on the one or two services we can get them
40:39
two services we can get them over the phone quickly and then
40:41
over the phone quickly and then we’re gonna go back out there
40:42
we’re gonna go back out there and say twenty to 30 days and
40:46
and say twenty to 30 days and upsell additional reoccurring
40:46
upsell additional reoccurring services so the idea is lock em
40:48
services so the idea is lock em up on the phone for speed and
40:51
up on the phone for speed and accuracy. So. Now that we’ve
40:53
accuracy. So. Now that we’ve gone in and cast that digital
40:56
gone in and cast that digital net um and sold over the phone.
40:59
net um and sold over the phone. we really wanna go offline and
41:01
we really wanna go offline and build route density so in the
41:03
build route density so in the leads feature in version two of
41:05
leads feature in version two of Service Autopilot, we’re able
41:07
Service Autopilot, we’re able to go in and dial into a map
41:09
to go in and dial into a map here. What I’ve done is you can
41:12
here. What I’ve done is you can see here these tabs here this
41:13
see here these tabs here this yellow ones um I can go in and
41:17
yellow ones um I can go in and click on each house in a
41:19
click on each house in a neighborhood or the nine
41:21
neighborhood or the nine surrounding houses and what it
41:21
surrounding houses and what it does is it creates a legal list
41:23
does is it creates a legal list here for you. so what we did is
41:25
here for you. so what we did is we made. Of all the homes
41:30
we made. Of all the homes around our existing clients and
41:32
around our existing clients and then we brought college kids in
41:33
then we brought college kids in the in the winter to actually
41:35
the in the winter to actually go in and create property
41:37
go in and create property specific pricing based on our
41:38
specific pricing based on our matrices and then we did direct
41:41
matrices and then we did direct mail campaigns offline to those
41:44
mail campaigns offline to those homes um and that was one of
41:45
homes um and that was one of the place. The additional play
41:46
the place. The additional play was we actually went out and um
41:49
was we actually went out and um took like a notebook and it you
41:51
took like a notebook and it you know ethically. I think this is
41:53
know ethically. I think this is okay. I didn’t make some of my
41:54
okay. I didn’t make some of my competitors really happy when
41:55
competitors really happy when we did it uh but we drove
41:56
we did it uh but we drove around. Single neighborhood
41:58
around. Single neighborhood that we uh we service Cody and
42:00
that we uh we service Cody and we created a list and it was
42:01
we created a list and it was like 123 Main Street. We put
42:03
like 123 Main Street. We put the name of the street in the
42:05
the name of the street in the notebook and then just listed
42:06
notebook and then just listed the house numbers underneath it
42:07
the house numbers underneath it and this we end up creating a
42:09
and this we end up creating a database about 10000 homes and
42:11
database about 10000 homes and we could tell they’re being
42:13
we could tell they’re being mode uh at least in the
42:14
mode uh at least in the Northeast by the lines in the
42:16
Northeast by the lines in the lawn in the front. when we
42:17
lawn in the front. when we drove up, you could tell this
42:18
drove up, you could tell this lawn was probably commercially
42:20
lawn was probably commercially mowed here, especially when
42:21
mowed here, especially when you’re looking at it directly.
42:22
you’re looking at it directly. so any long that look like it’s
42:24
so any long that look like it’s commercially mowed. We added it
42:25
commercially mowed. We added it to the list and then we had uh
42:26
to the list and then we had uh some. It’s in the winter me and
42:29
some. It’s in the winter me and create a database and then what
42:31
create a database and then what we did. um I’ll show you a
42:32
we did. um I’ll show you a picture of it. A little bit is
42:33
picture of it. A little bit is we mailed all of those out the
42:35
we mailed all of those out the property specific pricing and
42:36
property specific pricing and on the envelope uh the we went
42:39
on the envelope uh the we went to a house that did it and it
42:41
to a house that did it and it said Lawn mowing customer with
42:43
said Lawn mowing customer with the address um and the first
42:45
the address um and the first time we did that we had a very
42:48
time we did that we had a very significant um adoption rate
42:50
significant um adoption rate now the effectiveness went down
42:52
now the effectiveness went down with the first year. uh we
42:53
with the first year. uh we probably picked up over 200
42:54
probably picked up over 200 lawn mowing accounts alone, but
42:56
lawn mowing accounts alone, but we had the lawn mowing the
42:57
we had the lawn mowing the fertilizing in the aeration
42:59
fertilizing in the aeration overseeing all there are three
43:00
overseeing all there are three options and then bug on and
43:01
options and then bug on and save um, but that’s. One way of
43:04
save um, but that’s. One way of using Service Autopilot um and
43:05
using Service Autopilot um and then if you’re using a product
43:08
then if you’re using a product like send Jim, a Radius Bomb
43:10
like send Jim, a Radius Bomb would literally just drop here
43:12
would literally just drop here and it would grab the closest
43:13
and it would grab the closest nine addresses and could
43:14
nine addresses and could potentially automatically send
43:16
potentially automatically send postcards One three or five
43:17
postcards One three or five times is what I’d recommend uh
43:20
times is what I’d recommend uh but probably three or five is
43:21
but probably three or five is what you want, but the idea is
43:21
what you want, but the idea is you can do this manually or you
43:23
you can do this manually or you can automate it through. send
43:24
can automate it through. send Jim and then when a streamline
43:27
Jim and then when a streamline our pricing with the pricing
43:28
our pricing with the pricing matrix, I thought I told you
43:29
matrix, I thought I told you about so this is a big
43:30
about so this is a big commercial property where we
43:31
commercial property where we actually went out and drop
43:33
actually went out and drop this. Uh to measure the the
43:36
this. Uh to measure the the gross and then we’d go in
43:37
gross and then we’d go in around the building and
43:38
around the building and parking-lot and suck that out
43:39
parking-lot and suck that out with the plus and minus of
43:41
with the plus and minus of Service Autopilot maps, pro or
43:43
Service Autopilot maps, pro or smart maps now and Vthree, But
43:45
smart maps now and Vthree, But these are the things that we’d
43:46
these are the things that we’d wanna do we. We do that for the
43:48
wanna do we. We do that for the nine the nine rounds or that
43:50
nine the nine rounds or that database as well. Um so
43:52
database as well. Um so everything went out with
43:53
everything went out with property specific pricing and
43:54
property specific pricing and it allowed us to sell even
43:56
it allowed us to sell even quicker. So offline marketing
44:00
quicker. So offline marketing 3000 or 300000 plus direct mail
44:01
3000 or 300000 plus direct mail pieces in one spring. This is a
44:04
pieces in one spring. This is a picture of uh what we did here,
44:05
picture of uh what we did here, but in the bags go way beyond
44:08
but in the bags go way beyond here uh but that’s me in the
44:09
here uh but that’s me in the background, Everything stacked
44:10
background, Everything stacked here and all these bags are
44:13
here and all these bags are portion of the direct EDM and
44:16
portion of the direct EDM and direct mail piece that we did
44:17
direct mail piece that we did so we had EDM every direct
44:18
so we had EDM every direct mailing and then we have
44:20
mailing and then we have property specific mailing um in
44:21
property specific mailing um in there as well uh with services
44:25
there as well uh with services and the key to this really is
44:26
and the key to this really is if you’re gonna drop a thirty
44:27
if you’re gonna drop a thirty to $40000 spend or even three
44:29
to $40000 spend or even three or 4000 uh you don’t wanna. It
44:31
or 4000 uh you don’t wanna. It out and say 300000 flyers out
44:35
out and say 300000 flyers out to 3300000 homes. you would
44:38
to 3300000 homes. you would wanna go out three to nine
44:41
wanna go out three to nine times and have each house get
44:43
times and have each house get three to five different um
44:46
three to five different um mailings cuz it’s that
44:47
mailings cuz it’s that frequency they need to see it
44:48
frequency they need to see it three to five times for it
44:49
three to five times for it resonates so if you’re looking
44:51
resonates so if you’re looking at a massive ad spend you want
44:53
at a massive ad spend you want to consolidate that down and
44:55
to consolidate that down and take whatever that is and and
44:57
take whatever that is and and hit those folks. So uh the page
44:59
hit those folks. So uh the page we did a full page insert in
45:00
we did a full page insert in the community newspaper that
45:01
the community newspaper that went out nine different. It’s
45:04
went out nine different. It’s three different ad copies and
45:05
three different ad copies and they alternated 123123123. It’s
45:08
they alternated 123123123. It’s interesting by the third time
45:09
interesting by the third time it went around. They’re like
45:11
it went around. They’re like Oh, we recognize you but the
45:12
Oh, we recognize you but the first one they had no idea They
45:13
first one they had no idea They just threw in the trash, but it
45:15
just threw in the trash, but it started to build so those are
45:16
started to build so those are some of the keys to success
45:18
some of the keys to success there um and once you did this,
45:19
there um and once you did this, we wanted to create this
45:20
we wanted to create this prebuilt estimate template with
45:21
prebuilt estimate template with the pricing matrix. I’m talking
45:22
the pricing matrix. I’m talking about so in the lawn, mowing
45:25
about so in the lawn, mowing example the square footage here
45:27
example the square footage here for 11000 square feet,
45:28
for 11000 square feet, fictitious calculated the price
45:30
fictitious calculated the price of 55 bucks .48 hours to do it
45:33
of 55 bucks .48 hours to do it on site in a cost of. Dollars
45:35
on site in a cost of. Dollars and 72¢ before profit and then
45:39
and 72¢ before profit and then we have the ability to break
45:40
we have the ability to break down my market in either postal
45:43
down my market in either postal codes of towns. so we put the
45:44
codes of towns. so we put the number one in here, a
45:45
number one in here, a calculated that $8.09 for
45:48
calculated that $8.09 for mobilization that non billable
45:50
mobilization that non billable time now, if you’re working
45:51
time now, if you’re working with an expert like Jason Cup,
45:52
with an expert like Jason Cup, uh he may give you a number you
45:55
uh he may give you a number you break even or may cover that
45:57
break even or may cover that non billable drive time on
45:59
non billable drive time on average in your over budget.
46:00
average in your over budget. But what you’re gonna find is
46:01
But what you’re gonna find is you may not wanna charge extra
46:03
you may not wanna charge extra because it’s already included
46:04
because it’s already included in your hourly um revenue. But
46:08
in your hourly um revenue. But the biggest disconnect is folks
46:10
the biggest disconnect is folks don’t put a budget in time for
46:11
don’t put a budget in time for the certain areas that they’re
46:13
the certain areas that they’re going. so if you’re going to
46:14
going. so if you’re going to that piece right pace system or
46:15
that piece right pace system or you’re putting a big, you know
46:18
you’re putting a big, you know board on the wall of what
46:19
board on the wall of what you’re you’re uh um basically
46:22
you’re you’re uh um basically your your percentage of
46:24
your your percentage of production so 100% are you
46:26
production so 100% are you hitting 100% or better for
46:28
hitting 100% or better for production? Uh that was
46:29
production? Uh that was actually there’s a post on the
46:30
actually there’s a post on the Facebook group yesterday, like
46:32
Facebook group yesterday, like hey, What’s your ideal uh
46:34
hey, What’s your ideal uh production. Most people are
46:34
production. Most people are like seventy to 80%. Um I think
46:36
like seventy to 80%. Um I think most people thought I. And I
46:37
most people thought I. And I said 100% if you’re covering
46:40
said 100% if you’re covering the budget um average non the
46:43
the budget um average non the drive time and that needs to be
46:45
drive time and that needs to be there because you’re setting an
46:46
there because you’re setting an unrealistic expectation your
46:48
unrealistic expectation your team. if you’ve got the right
46:49
team. if you’ve got the right team wants to hit 100% every
46:51
team wants to hit 100% every day and it’s demoralizing when
46:53
day and it’s demoralizing when they’re hovering around 80%. So
46:55
they’re hovering around 80%. So in my opinion we wanna be at
46:57
in my opinion we wanna be at 100% and if you’ve worked with
46:59
100% and if you’ve worked with an industry consultant um doing
47:01
an industry consultant um doing finances like Jason Cup, you
47:02
finances like Jason Cup, you may not be charging extra for
47:04
may not be charging extra for that cuz that’s included in
47:05
that cuz that’s included in your hourly rate, but in my
47:06
your hourly rate, but in my opinion you should at least be
47:07
opinion you should at least be including. Hours for the drive
47:11
including. Hours for the drive time and this I’ve got for you
47:12
time and this I’ve got for you on site, I got .16 drive times.
47:16
on site, I got .16 drive times. That’s in the mobile or the
47:17
That’s in the mobile or the printed version here in the
47:18
printed version here in the close out the screen you’re
47:19
close out the screen you’re gonna .64 man hours for onsite
47:21
gonna .64 man hours for onsite and average drive time. that’s
47:23
and average drive time. that’s gonna give you the numbers for
47:26
gonna give you the numbers for 100% efficiency each day and
47:27
100% efficiency each day and you can hold those teams
47:28
you can hold those teams accountable and it’s it’s an
47:29
accountable and it’s it’s an apples apples comparison if
47:30
apples apples comparison if you’ve done your work right
47:31
you’ve done your work right based on the zones or postal
47:33
based on the zones or postal codes, Mike, to make sure that
47:36
codes, Mike, to make sure that I understand here. How is the
47:38
I understand here. How is the team tracking that in the
47:40
team tracking that in the field? uh the team is. On their
47:42
field? uh the team is. On their mobile app, hopefully, if not
47:43
mobile app, hopefully, if not on printed out copy and you’re
47:45
on printed out copy and you’re clocking in and clocking out
47:46
clocking in and clocking out and what I’m gonna recommend is
47:47
and what I’m gonna recommend is you clock into the drive time
47:49
you clock into the drive time in and out, got it and the job
47:51
in and out, got it and the job because there is a job cost
47:53
because there is a job cost effect and there’s a drive time
47:55
effect and there’s a drive time cost effective. If you have
47:56
cost effective. If you have your employees set up correctly
47:57
your employees set up correctly on the edit, payroll, job, cost
48:00
on the edit, payroll, job, cost and tab and the employee there
48:01
and tab and the employee there should be an hourly wage and an
48:03
should be an hourly wage and an hourly wage, regular and
48:05
hourly wage, regular and overtime with labor burner.
48:05
overtime with labor burner. That’s gonna include your
48:06
That’s gonna include your unemployment holiday pay and a
48:09
unemployment holiday pay and a few other ones. I got some
48:10
few other ones. I got some videos out there on it, but
48:10
videos out there on it, but those are day in day out. No
48:13
those are day in day out. No data and no data or very bad
48:15
data and no data or very bad data, very bad data out. so you
48:17
data, very bad data out. so you wanna make sure you got the
48:18
wanna make sure you got the right numbers in the right
48:19
right numbers in the right places, but great question Cody
48:21
places, but great question Cody you’re clocking in and out and
48:22
you’re clocking in and out and now we’ve got this non
48:23
now we’ve got this non emotional reporting machine um
48:26
emotional reporting machine um for the right players on the
48:27
for the right players on the bench that are gonna be
48:28
bench that are gonna be motivated with quality to do
48:30
motivated with quality to do that. um, in addition, if
48:32
that. um, in addition, if you’re doing a large amount of
48:36
you’re doing a large amount of um jobs and selling the way we
48:38
um jobs and selling the way we were pumping out 1100 to 1200
48:39
were pumping out 1100 to 1200 estimates a month. uh we need
48:41
estimates a month. uh we need to automate the business owner
48:42
to automate the business owner to be able to automate the
48:43
to be able to automate the sales person so you can embed
48:44
sales person so you can embed inside service. Pilot uh videos
48:47
inside service. Pilot uh videos right on the line item of the
48:49
right on the line item of the service so shrub pruning here
48:51
service so shrub pruning here we talked about what was
48:52
we talked about what was included what wasn’t included
48:53
included what wasn’t included and we overcame any sales or
48:54
and we overcame any sales or price objections through an
48:56
price objections through an educational video. in the
48:58
educational video. in the bottom of the estimate we had
49:00
bottom of the estimate we had an additional nine videos and
49:01
an additional nine videos and actually I think I’ve got it
49:02
actually I think I’ve got it here in the next slide Uh of
49:04
here in the next slide Uh of our core services, not
49:05
our core services, not necessarily our gateway
49:06
necessarily our gateway services, but our core services
49:07
services, but our core services that we offer uh so we are
49:09
that we offer uh so we are allowed people 24/7 understand
49:11
allowed people 24/7 understand what they include and what they
49:12
what they include and what they didn’t and how to do that and.
49:16
didn’t and how to do that and. We can also include some
49:16
We can also include some buttons to automatically call
49:18
buttons to automatically call or text if you’re on their
49:20
or text if you’re on their mobile viewing the web uh the
49:21
mobile viewing the web uh the estimate or check out the
49:23
estimate or check out the website so these are uh really
49:24
website so these are uh really important. I know it’s awkward
49:26
important. I know it’s awkward making videos, but I have a
49:27
making videos, but I have a first draft is better than no
49:28
first draft is better than no draft uh Jonathan uh of essay
49:31
draft uh Jonathan uh of essay in lame. He’s always uh laugh
49:33
in lame. He’s always uh laugh that he had one for his company
49:35
that he had one for his company City turf that he never swap
49:36
City turf that he never swap out. He has now recently um but
49:39
out. He has now recently um but the original video for city
49:40
the original video for city turf the original video I had
49:41
turf the original video I had to Callahan’s was definitely a
49:44
to Callahan’s was definitely a first. Not being used to be in
49:46
first. Not being used to be in front of the camera um but it
49:47
front of the camera um but it was quirky enough that the
49:50
was quirky enough that the consumer related to you as a
49:52
consumer related to you as a person and that you actually
49:54
person and that you actually stood behind it. It wasn’t like
49:54
stood behind it. It wasn’t like a fast pitch sales on a
49:56
a fast pitch sales on a commercial so um you don’t want
49:58
commercial so um you don’t want perfection of those videos from
49:59
perfection of those videos from what I’ve seen so as we kinda
50:02
what I’ve seen so as we kinda bring it to the end here um
50:04
bring it to the end here um still up there uh estimate
50:06
still up there uh estimate template with videos if you go
50:07
template with videos if you go on the Service Autopilot
50:09
on the Service Autopilot marketplace uh upper hand
50:10
marketplace uh upper hand corner a little avatar you
50:11
corner a little avatar you go-to-market place um search
50:14
go-to-market place um search for estimate template. I’ve got
50:16
for estimate template. I’ve got a prebuilt free template in
50:18
a prebuilt free template in there um that you can download
50:19
there um that you can download right to Service Autopilot.
50:20
right to Service Autopilot. It’s got instructions how to
50:21
It’s got instructions how to get those videos from YouTube
50:23
get those videos from YouTube and all the things that we did.
50:24
and all the things that we did. it demystifies the whole thing
50:25
it demystifies the whole thing for you. Cody such as a free
50:27
for you. Cody such as a free gift for everybody hop up to
50:28
gift for everybody hop up to the essay marketplace and
50:29
the essay marketplace and download your own version of
50:31
download your own version of the template with videos. How
50:32
the template with videos. How to do that um and it breaks
50:33
to do that um and it breaks down the other buttons too. So
50:35
down the other buttons too. So it’s just a turn key thing that
50:36
it’s just a turn key thing that we wanted to give for value
50:38
we wanted to give for value here. um next thing we look at
50:39
here. um next thing we look at is a ringless voicemail so the
50:40
is a ringless voicemail so the same gym integration uh
50:43
same gym integration uh obviously it’s additional cost,
50:44
obviously it’s additional cost, but the one of the things I
50:45
but the one of the things I really liked outside of the
50:46
really liked outside of the nineRound is something that we
50:48
nineRound is something that we use in 20 days to close a lot
50:50
use in 20 days to close a lot so um it. Points we recommend a
50:52
so um it. Points we recommend a physical phone call to someone
50:55
physical phone call to someone you drop off an estimate if
50:56
you drop off an estimate if they haven’t signed up yet well
50:57
they haven’t signed up yet well if you don’t have the time or
50:59
if you don’t have the time or you just don’t wanna make a
51:00
you just don’t wanna make a phone call Ringless voicemails
51:02
phone call Ringless voicemails can be automatically be
51:04
can be automatically be triggered and it hits the
51:05
triggered and it hits the cellphone without ringing, but
51:07
cellphone without ringing, but it looks like a missed call. It
51:08
it looks like a missed call. It would be like. Hey, it’s Mike
51:10
would be like. Hey, it’s Mike from Callahan. so sorry I
51:11
from Callahan. so sorry I missed you calling about the
51:12
missed you calling about the estimate we dropped off 3 days
51:14
estimate we dropped off 3 days ago, low and behold That’s
51:15
ago, low and behold That’s exactly 3 days because the
51:16
exactly 3 days because the automation knows that um, but
51:18
automation knows that um, but the idea is like Hey, I wanted
51:19
the idea is like Hey, I wanted to leave a message to see if
51:20
to leave a message to see if any questions regarding the if
51:21
any questions regarding the if you do give us a call back at
51:22
you do give us a call back at this number or feel free to
51:23
this number or feel free to sign up on. Estimate that we
51:25
sign up on. Estimate that we gave you, but we’re creating a
51:28
gave you, but we’re creating a personal but automated
51:31
personal but automated voicemail. That’s not a
51:32
voicemail. That’s not a robocall so huge deal there and
51:34
robocall so huge deal there and I mean most people for a lawn
51:35
I mean most people for a lawn care home cleaning company have
51:36
care home cleaning company have no idea. This is me they’re
51:38
no idea. This is me they’re just you actually pick up the
51:39
just you actually pick up the phone and answered the call or
51:40
phone and answered the call or call them back. So this is uh
51:43
call them back. So this is uh definitely huge And then as
51:46
definitely huge And then as we’re looking at it, this is
51:47
we’re looking at it, this is kind of the overflow of our
51:49
kind of the overflow of our automation and how we handle
51:51
automation and how we handle these different things, but
51:52
these different things, but when they hit the website or
51:53
when they hit the website or the. As we drop that lead
51:55
the. As we drop that lead letter the five or six main
51:56
letter the five or six main reasons why we’re different And
51:58
reasons why we’re different And before the estimate we do that
51:59
before the estimate we do that short-term education. So we’re
52:00
short-term education. So we’re nurturing we’re educating.
52:02
nurturing we’re educating. we’re not selling once you ask.
52:03
we’re not selling once you ask. It’s done. We’re we’re focusing
52:05
It’s done. We’re we’re focusing on conversion that 20 days to
52:07
on conversion that 20 days to close automated estimate.
52:09
close automated estimate. Follow will be automated, text,
52:10
Follow will be automated, text, email and phone call or
52:11
email and phone call or ringless voicemail bomb once
52:13
ringless voicemail bomb once the estimate is one we’ve got
52:15
the estimate is one we’ve got an automated process. I call
52:16
an automated process. I call welcoming wow, but we’re going
52:18
welcoming wow, but we’re going to nurture and get that credit
52:19
to nurture and get that credit card on file automatically
52:21
card on file automatically through a PCI compliant uh form
52:23
through a PCI compliant uh form through. Which works really
52:24
through. Which works really well token, it’s great um and
52:27
well token, it’s great um and then when we’ve lost the
52:28
then when we’ve lost the estimate We’ve they’ve
52:29
estimate We’ve they’ve cancelled the service or they
52:30
cancelled the service or they need renewal reminder um in the
52:34
need renewal reminder um in the upsell we bought it and created
52:35
upsell we bought it and created a streamlined automated process
52:37
a streamlined automated process to make sure what should happen
52:39
to make sure what should happen when it should happen cuz
52:39
when it should happen cuz traditionally when we have to
52:41
traditionally when we have to do to do those things, we’re
52:42
do to do those things, we’re all too busy to remember to do
52:43
all too busy to remember to do so now you guys. Service auto
52:46
so now you guys. Service auto pilot automations we’re able to
52:47
pilot automations we’re able to handle the nurture the
52:49
handle the nurture the conversion the nurture for the
52:50
conversion the nurture for the loss estimates cancelled and
52:51
loss estimates cancelled and then we upsell and reactivate
52:52
then we upsell and reactivate them through that process at
52:54
them through that process at the end and bringing it home.
52:57
the end and bringing it home. Uh last part of nurture is like
52:59
Uh last part of nurture is like we’re gonna provide that free
53:00
we’re gonna provide that free valuable information that
53:01
valuable information that people want and need uh if
53:02
people want and need uh if you’ve been to, I believe it
53:03
you’ve been to, I believe it was as a five with Marcus
53:05
was as a five with Marcus Sheridan uh he talked about how
53:08
Sheridan uh he talked about how people buy now and how if
53:11
people buy now and how if you’re not providing the
53:12
you’re not providing the information live on your
53:14
information live on your website um in in video and
53:16
website um in in video and social media, they’re gonna
53:16
social media, they’re gonna continue looking to the next
53:19
continue looking to the next competitor does so this is
53:20
competitor does so this is something that um when I had
53:21
something that um when I had the pleasure of speaking before
53:23
the pleasure of speaking before Marcus uh he gave a couple
53:24
Marcus uh he gave a couple kudos after I got off the stage
53:25
kudos after I got off the stage because we have. This for
53:27
because we have. This for probably six or 7 years very
53:28
probably six or 7 years very similar to Garrett Matthews in
53:30
similar to Garrett Matthews in the ecosystem as well um but
53:31
the ecosystem as well um but these things work so if you’re
53:33
these things work so if you’re not creating free valuable
53:35
not creating free valuable information through either
53:35
information through either written text or video, you
53:38
written text or video, you really need to start doing it
53:39
really need to start doing it uh cuz we need to nurture them
53:40
uh cuz we need to nurture them and then we’re gonna create
53:42
and then we’re gonna create that higher perceived value and
53:43
that higher perceived value and make you the local expert um
53:46
make you the local expert um outside of your competitors so
53:48
outside of your competitors so short-term nurture in there,
53:49
short-term nurture in there, which is basically to educate
53:51
which is basically to educate on the specific service they’re
53:52
on the specific service they’re interested in and have an
53:53
interested in and have an automated a personal
53:54
automated a personal conversation on it. then we’re
53:55
conversation on it. then we’re gonna address the sales or
53:56
gonna address the sales or price objections. So do I need
53:57
price objections. So do I need to be home to have? If my home
54:00
to be home to have? If my home cleaning company, what kind of
54:02
cleaning company, what kind of insurance should I be looking
54:03
insurance should I be looking for if it’s a lawn care or
54:03
for if it’s a lawn care or landscape company are they
54:04
landscape company are they gonna close the gate behind
54:06
gonna close the gate behind them when they leave so the
54:06
them when they leave so the homeowners worried about the
54:07
homeowners worried about the kids and the dog running out of
54:08
kids and the dog running out of the backyard. These are
54:10
the backyard. These are objections that people like I’m
54:11
objections that people like I’m not sure if I’m really gonna
54:12
not sure if I’m really gonna hire this out because I don’t
54:13
hire this out because I don’t I’m not comfortable. are they
54:14
I’m not comfortable. are they gonna do the things that I’m
54:15
gonna do the things that I’m concerned about. We wanna dress
54:17
concerned about. We wanna dress them up before they ask them
54:18
them up before they ask them and then they feel comfortable
54:19
and then they feel comfortable with us and then our conversion
54:22
with us and then our conversion 20 days to close so whether
54:23
20 days to close so whether you’re building your own
54:24
you’re building your own automated investment or you’re
54:26
automated investment or you’re using a product like 20 days to
54:27
using a product like 20 days to close with Simple Growth,
54:28
close with Simple Growth, there’s some key things that
54:29
there’s some key things that I’. Recommend you put in here
54:32
I’. Recommend you put in here scarcity spots are filling up
54:33
scarcity spots are filling up fast. We don’t overbook our
54:36
fast. We don’t overbook our schedule. um so now they’re
54:36
schedule. um so now they’re like okay, Well, they’re
54:37
like okay, Well, they’re concerned about quality and
54:38
concerned about quality and they’re not gonna overbooked.
54:40
they’re not gonna overbooked. We better act quick. We have a
54:41
We better act quick. We have a deadline So within 20 days to
54:43
deadline So within 20 days to the 20 day, contact at the end
54:45
the 20 day, contact at the end of 20 days to close, literally
54:46
of 20 days to close, literally says. Do we have permission to
54:48
says. Do we have permission to close out your account and
54:49
close out your account and close out the estimates so the
54:50
close out the estimates so the consumers thinking like wait a
54:52
consumers thinking like wait a minute if I don’t accept this,
54:53
minute if I don’t accept this, I may have to go through this
54:55
I may have to go through this whole process again cuz it’s
54:57
whole process again cuz it’s only good for 20 days in a CTA
54:58
only good for 20 days in a CTA a call. Call or text back now
55:02
a call. Call or text back now to save your spot and that’s
55:03
to save your spot and that’s what those little links in the
55:05
what those little links in the estimate or the Email may be
55:06
estimate or the Email may be applicable and making it easy.
55:07
applicable and making it easy. Just let them click that CTA
55:10
Just let them click that CTA and those multiple
55:11
and those multiple communications channels are
55:12
communications channels are really important that uh male
55:16
really important that uh male male phone calls or ringless
55:18
male phone calls or ringless voicemails text and email, and
55:19
voicemails text and email, and we can automate a lot of this,
55:20
we can automate a lot of this, but yes some of the mailing um
55:23
but yes some of the mailing um should be sent to a mail house
55:24
should be sent to a mail house or your internal team cuz a lot
55:25
or your internal team cuz a lot of people aren’t doing the EDM
55:27
of people aren’t doing the EDM or direct mailing. so. In the
55:30
or direct mailing. so. In the mailbox by yourself in the
55:30
mailbox by yourself in the spring season, there’s a good
55:33
spring season, there’s a good chance. you’re gonna notice and
55:33
chance. you’re gonna notice and look up out of pure curiosity
55:36
look up out of pure curiosity and then the final part here is
55:38
and then the final part here is we want to follow up and up
55:39
we want to follow up and up sell more profitable works
55:41
sell more profitable works automating the follow-up
55:42
automating the follow-up systems through repetitive
55:44
systems through repetitive tasks, so the daily weekly
55:46
tasks, so the daily weekly monthly yearly quarterly things
55:47
monthly yearly quarterly things you should be doing uh we’re
55:49
you should be doing uh we’re gonna automate through a
55:49
gonna automate through a process. I like to call
55:50
process. I like to call repetitive task So inspections
55:53
repetitive task So inspections on site after 30 days So
55:54
on site after 30 days So basically we did a Callahan’s
55:56
basically we did a Callahan’s we had automation so 30 days
55:57
we had automation so 30 days when they bought one of those
55:58
when they bought one of those gateway services lawn mowing
56:00
gateway services lawn mowing fertilizing we. Out with an
56:02
fertilizing we. Out with an essay form right inside the um
56:05
essay form right inside the um the phone there and they would
56:05
the phone there and they would fill it out. but basically what
56:07
fill it out. but basically what we’re doing is we were guess
56:09
we’re doing is we were guess checking the quality, but we
56:11
checking the quality, but we were capturing through an
56:13
were capturing through an on-site estimate form the
56:13
on-site estimate form the square footage of the bed, the
56:15
square footage of the bed, the number of small medium and
56:16
number of small medium and large shrubs all the services
56:17
large shrubs all the services that we can provide that home.
56:19
that we can provide that home. We collected the data in custom
56:21
We collected the data in custom fields and in that form now,
56:25
fields and in that form now, the automations could trigger
56:26
the automations could trigger and pull that data out we get
56:28
and pull that data out we get upsell throughout 12 months of
56:29
upsell throughout 12 months of the season. Based on the
56:31
the season. Based on the information we got so we’re
56:32
information we got so we’re gonna sell the service over the
56:32
gonna sell the service over the phone so we don’t have to do it
56:33
phone so we don’t have to do it on. And then 30 days later,
56:36
on. And then 30 days later, we’re gonna do AQC with a
56:39
we’re gonna do AQC with a custom fields to go out and
56:41
custom fields to go out and never have to go back out to
56:42
never have to go back out to the house ever again to do an
56:45
the house ever again to do an upsell So season’ Up-sells
56:46
upsell So season’ Up-sells based on the timing of the
56:48
based on the timing of the season, weed control, Grub
56:49
season, weed control, Grub control, aeration and
56:50
control, aeration and overseeding deep cleaning for
56:51
overseeding deep cleaning for the home cleaning industry
56:52
the home cleaning industry before the holidays. Yeah, you
56:53
before the holidays. Yeah, you may be getting a weekly or
56:54
may be getting a weekly or biweekly clean um but a deep
56:57
biweekly clean um but a deep clean is literally gonna go
56:58
clean is literally gonna go through and take care of the
56:59
through and take care of the baseboards. The shades
57:01
baseboards. The shades everything else in the house um
57:02
everything else in the house um and in addition to that we can
57:04
and in addition to that we can up sell some additional
57:05
up sell some additional services and home cleaning as
57:06
services and home cleaning as far as uh stove cleaning. Those
57:09
far as uh stove cleaning. Those things are gonna need probably
57:11
things are gonna need probably done for the holidays. You
57:12
done for the holidays. You don’t want your relatives your
57:13
don’t want your relatives your guests to see what a mess the
57:15
guests to see what a mess the uh the fridges become in the
57:16
uh the fridges become in the last 12 months. so um we’re
57:18
last 12 months. so um we’re gonna take those one time to
57:20
gonna take those one time to reoccurring service and
57:21
reoccurring service and increase that client lifetime
57:24
increase that client lifetime value um, and that’s how we’re
57:25
value um, and that’s how we’re gonna tackle it. So the last
57:26
gonna tackle it. So the last thing I got here for you. Cody
57:28
thing I got here for you. Cody is stay consistent by
57:30
is stay consistent by automating repetitive tasks so
57:31
automating repetitive tasks so make sure what should happen
57:33
make sure what should happen gets done Um so this was the
57:35
gets done Um so this was the final piece of automating my
57:37
final piece of automating my journey in my business I to
57:38
journey in my business I to become an absentee owner, but I
57:40
become an absentee owner, but I realized with 2530 employees, I
57:41
realized with 2530 employees, I got sucked back in as a.
57:44
got sucked back in as a. Daycare um and I had to tell
57:45
Daycare um and I had to tell everybody what to do every day
57:46
everybody what to do every day every week every month and so
57:48
every week every month and so on or never happen. so what
57:49
on or never happen. so what we’ve learned specifically
57:52
we’ve learned specifically inside Service Autopilot is
57:53
inside Service Autopilot is there’s seven core areas of
57:55
there’s seven core areas of business we can automate and
57:56
business we can automate and they are sales customer service
57:59
they are sales customer service scheduling billing office
58:00
scheduling billing office management maintenance and yes,
58:03
management maintenance and yes, owner to the owner should be
58:04
owner to the owner should be holding themselves accountable
58:05
holding themselves accountable for things like taxes. Maybe
58:06
for things like taxes. Maybe they have to quarterly tax
58:08
they have to quarterly tax returns. whatever that is hold
58:10
returns. whatever that is hold yourself accountable um and
58:11
yourself accountable um and what we’ve done for real brief
58:13
what we’ve done for real brief example. um as a last point
58:14
example. um as a last point here is. Had a salesperson say
58:16
here is. Had a salesperson say his name is Dave Dave’s job is
58:17
his name is Dave Dave’s job is to do all his estimates and
58:19
to do all his estimates and make us follow up phone calls
58:20
make us follow up phone calls um if we’re doing manual phone
58:21
um if we’re doing manual phone calls for follow ups if Dave
58:24
calls for follow ups if Dave doesn’t do his job, I’d say
58:26
doesn’t do his job, I’d say five or 515 the automation
58:28
five or 515 the automation would either text message or
58:29
would either text message or email them to say. Hey, Dave
58:31
email them to say. Hey, Dave didn’t do your job. This is
58:32
didn’t do your job. This is what should have been done and
58:32
what should have been done and then based on the severity of
58:34
then based on the severity of that the way you would set the
58:36
that the way you would set the automation of the automation
58:37
automation of the automation either, Email or text message
58:38
either, Email or text message that manager or the owner, let
58:40
that manager or the owner, let us know. Dave didn’t do his
58:40
us know. Dave didn’t do his job. The whole idea is Service
58:42
job. The whole idea is Service Autopilot in the automation
58:44
Autopilot in the automation tells people what to do every
58:45
tells people what to do every day every week every month
58:46
day every week every month every quarter and annually and
58:47
every quarter and annually and if it. Happen and it pulls the
58:50
if it. Happen and it pulls the appropriate person to handle it
58:51
appropriate person to handle it and it alerts the person
58:52
and it alerts the person responsible. They should have
58:54
responsible. They should have done it and they need to get it
58:56
done it and they need to get it done. Um so I know that was a
58:57
done. Um so I know that was a lot all at once um the
59:00
lot all at once um the foundation we wanna work on
59:00
foundation we wanna work on that labor pool that labor
59:02
that labor pool that labor bench and make sure we don’t
59:03
bench and make sure we don’t have those three pitfalls of
59:04
have those three pitfalls of cash flow. No one our numbers
59:06
cash flow. No one our numbers in the right people and then we
59:08
in the right people and then we can go on to online marketing
59:10
can go on to online marketing cast that digital net and then
59:12
cast that digital net and then offline marketing to build
59:13
offline marketing to build density. We really wanna focus
59:14
density. We really wanna focus on selling those core Gateway
59:17
on selling those core Gateway services that we can sell over
59:17
services that we can sell over the. And go back twenty you
59:20
the. And go back twenty you know twenty to 30 days later on
59:22
know twenty to 30 days later on site collect all the
59:22
site collect all the information in Upsells
59:24
information in Upsells reoccurring services, just like
59:25
reoccurring services, just like the example of going out for
59:26
the example of going out for the fertilizing and then going
59:28
the fertilizing and then going to upsell the pest control with
59:29
to upsell the pest control with the mosquito control. So you’re
59:30
the mosquito control. So you’re there an extra 10 minutes, but
59:31
there an extra 10 minutes, but you’ve tripled your revenue. so
59:34
you’ve tripled your revenue. so that’s all I got for you. I
59:34
that’s all I got for you. I know it’s a crazy essay Weekly
59:37
know it’s a crazy essay Weekly here um on this afternoon all
59:42
here um on this afternoon all good info. Absolutely any
59:45
good info. Absolutely any questions for you. wrap it up.
59:46
questions for you. wrap it up. I know you gotta go Uh I
59:47
I know you gotta go Uh I appreciate hanging out with me
59:48
appreciate hanging out with me here for the last hour or so,
59:49
here for the last hour or so, Oh no no problem. Mike I think
59:51
Oh no no problem. Mike I think that was all good stuff. I’m
59:54
that was all good stuff. I’m excited for people to let us
59:54
excited for people to let us know how they implemented it uh
59:57
know how they implemented it uh by way of reminder, Mike is
60:00
by way of reminder, Mike is going to have it set up if they
60:02
going to have it set up if they send uh the simple growth page
60:04
send uh the simple growth page a message I’ll be able to get
60:06
a message I’ll be able to get uh that flow chart from you
60:08
uh that flow chart from you guys. Yeah. absolutely. So if
60:09
guys. Yeah. absolutely. So if you go in, it’s a simple growth
60:13
you go in, it’s a simple growth systems.com uh give us like an
60:14
systems.com uh give us like an hour or two. I’ll have my
60:16
hour or two. I’ll have my automations team behind it um
60:18
automations team behind it um actually brand new looks to the
60:18
actually brand new looks to the website to I’ll actually pull
60:20
website to I’ll actually pull up the stream so you can
60:21
up the stream so you can actually see what I’m talking
60:22
actually see what I’m talking about. um so we’ve got the new
60:23
about. um so we’ve got the new look of the uh website here uh
60:25
look of the uh website here uh finally where the shoemaker.
60:26
finally where the shoemaker. But now you can see it here
60:28
But now you can see it here this Chatbot pops up. uh if you
60:30
this Chatbot pops up. uh if you go, you can either continue as
60:32
go, you can either continue as yourself in Facebook or a
60:33
yourself in Facebook or a guest. So that’s another huge
60:34
guest. So that’s another huge thing right now with that
60:36
thing right now with that online digital marketing um the
60:38
online digital marketing um the Facebook bots that we’ve been
60:40
Facebook bots that we’ve been building here uh will now act
60:42
building here uh will now act as a chat bot or chat uh help
60:46
as a chat bot or chat uh help feature or automated coding,
60:48
feature or automated coding, but the cool thing is now it
60:50
but the cool thing is now it doesn’t matter if they’re uh
60:52
doesn’t matter if they’re uh Facebook Messenger or Facebook
60:54
Facebook Messenger or Facebook uh person you can go in as a
60:55
uh person you can go in as a guest and you click that once
60:56
guest and you click that once that pops up where it says, ask
60:58
that pops up where it says, ask a. Um just put um essays and
61:03
a. Um just put um essays and somebody in my team will fire
61:04
somebody in my team will fire off a PDF and obviously
61:06
off a PDF and obviously automate that the next hour or
61:07
automate that the next hour or so I didn’t think about
61:07
so I didn’t think about providing that. but it was a
61:08
providing that. but it was a that’s a good. That’s a good
61:10
that’s a good. That’s a good move. Cody for sure you should
61:11
move. Cody for sure you should print it out and put it next to
61:13
print it out and put it next to your desk is what I’m saying. I
61:14
your desk is what I’m saying. I think that it will be super
61:16
think that it will be super helpful for you to uh keep in
61:18
helpful for you to uh keep in mind as you’re working on your
61:19
mind as you’re working on your marketing plans, especially
61:21
marketing plans, especially going into fall up sells What
61:23
going into fall up sells What is the goal that I’m letting
61:24
is the goal that I’m letting people fall out of so we’re
61:26
people fall out of so we’re gonna give homework on here uh
61:28
gonna give homework on here uh your homework. Find those holes
61:31
your homework. Find those holes absolutely well, I appreciate
61:32
absolutely well, I appreciate it once again as a weekly talk
61:34
it once again as a weekly talk show uh come in and come back
61:35
show uh come in and come back at live every week. 1 PM
61:38
at live every week. 1 PM Eastern 12 PM Central Uh Cody I
61:40
Eastern 12 PM Central Uh Cody I will let you take it away
61:41
will let you take it away because uh you did me a favor
61:42
because uh you did me a favor of Uh actually running the Hess
61:44
of Uh actually running the Hess today and uh I’m just running
61:46
today and uh I’m just running the technology. so it’s it’s
61:47
the technology. so it’s it’s beautiful. so that’s what we
61:49
beautiful. so that’s what we will see you next week we
61:50
will see you next week we should have an exciting guest.
61:53
should have an exciting guest. Alright. See you next week 1 PM
61:54
Alright. See you next week 1 PM Eastern twelve central as a