Now if you are a natural sales person, fabulous; but most of us are not and therefore it is a worry. So my intention here is to make your entire business easier but most people’s worries are where are those next clients coming from.
What happens if my customers go away? What happens if one dies? Where do customers come from? What happens if…?
So if you have a never-ending list of people coming to you banging on your door and inquiring about your services, in a way, they are sort of pre-qualified, they are within your target market, they would be interested in your services, they already know a fair bit about you, they know a bit about what you do and the service you provide and the subject in general.
How about if they come to you just to check you out so you can almost, almost just ask them for the order? And just say, “Because we are, because we are because we are this and that.” How about that? That is what I show you.
You might think, “That’s rubbish.” This is episode 652, honestly, I have just done 651 explaining how this kind of stuff works and a lot of it I repeat over and over because it is a system, it is a process, it is the same stuff, I am not reinventing it.
A lot of these are tips and tricks, some of them are interviews but very very simply there is a method, this is a process.
Double Glazing companies in the UK, Everest Double Glazing etcetera, they have a process; the reason they have been around for so long is they do stuff in a process, a system. We may not like it, we may not approve of it, but it works because it is a process.
McDonald’s, when they open a new store, they don’t automatically have lots people waiting to go, thinking, “Oh, I am starving, I will wait on McDonalds.”
No, they have a marketing system that works in the north of England, in America, in China, in Japan; they use the same process. Chain stores, franchises, the reason they succeed everywhere is because they follow a process that has been shown to work.
When business is bad, here is a little thing if you don’t know, when businesses are bad, franchises generally do not suffer. Quite often they increase when others are suffering, in a recession franchises always perform well while other businesses suffer.
You might say, “Well how would that be?” Because a franchise by its system is they make one place, one building or whatever it is, one place that does the process, the system, the prototype, they make that the prototype.
They develop the systems, they prove the model and then it is written down as a manual and then it is repeated, repeat, repeat, repeat the same again.
When they want to change something, they change it with the prototype and then wait until it works. McDonalds do with this, Kentucky Fried Chicken Burger King, all of them; wait until it works and then roll it out to the others, so they only do what works and then they just have to train people to follow the system.
There you go, go back and read The EMyth.
Anyway, so social media. You all want to do social media or you feel you have to do social media. And so, are you wasting your time? Are you just addicted to Facebook and you think you are doing well with it?
Or can we measure it? So here is some stuff. Now some of these may be complicated or complex, but I encourage you to look into them. I do not know your circumstances and some are free, some are paid, there are five.
It just amazes me how many people are still not using Google Analytics. In my world, virtually everybody is, it is just something you have, it is like we have milk in the fridge, you have Google Analytics on your website.
It is free and it tells you everything, everything you need to know including all of the traffic from every individual social media channel you have, or you haven’t got and where they go.
You would be surprised, you might get visitors from Twitter when someone else mentions you when you’re not even using Twitter. Wouldn’t you like to know that?
Wouldn’t it be helpful if you found out you get quite a few, that you haven’t got a Twitter handle then you might think, “Gosh, maybe people like us on Twitter, maybe we should have one.” There you go.
Kissmetrics. Now Kissmetrics one of Neil Patel’s businesses, it is a paid analytics programme. And some of these things when you look at them you might think, “Oh gosh, that is quite expensive.” But just give me a break.
They have thousands of customers, if it is expensive it is because it is valuable, it gives value. It’s not that they are charging a lot of money, it is because one, it is expensive to run because they have to buy in databases and the stuff from other outside sources to keep things going and a lot of cloud hosting and stuff to manage these things.
But also it is because it gives value, the reason big companies pay these companies thousands a month is because they make more, it helps them make more money; its can apply to yours. By the way, this is not thousands a month. I just mean they have bigger plans.
So what it does, Kissmetrics will measure the individual, so when they come to your website, you can then track what pages they looked at, where they looked, how long they stayed, where they went afterwards, what action they took afterwards.
Like a channel, the visits to the site; obviously it is more complicated than that, they will have to train you, but don’t you think that might be interesting? How they interact with your website.
Another one is Cloud BI; now this from a company called RJMetrics. RJMetrics are a company that deal in big data but any of us can use them. They crunch data and they throw it all into systems and they figure out what happens and spits it out.
So what it does is it calculates customer lifetime value per social channel, so it can do it in social media. So like Kissmetrics can track from which social media they come in and then if you follow, so if you know people in track more from Pinterest than they do from Facebook, wouldn’t you put more effort in Pinterest? Yes, that’s why.
So it is something like this, this will follow per social channel and you will find out, incredible. These programmes, the reason people pay for them when Google Analytics is free, you generally have Google Analytics as well, it’s because they are powerful, they do so much more.
Now another one is when you get all this information is sort of collating it and just getting it from everywhere, so another one is called Cyfe. Now Cyfe is a dashboard, it’s an online dashboard. I think there is a free plan; there is certainly of free trial. Most of these will have free trials by the way.
So Cyfe, what will happen is it integrates with everything. So say you had all those, say you have got Google Analytics, you have got all social media, it will pull in all the data in the same way that Google Analytics will, it will pull in all the data from all your sites and put it in a dashboard so that you can see all the information neatly and organized in a way that makes sense to you.
That best thing is don’t just listen to me, just look it up, Cyfe, just Google it and go and look, they are going to have a demo, look at it.
Tuesday Toolbox Tip
And finally, because this all comes, really metrics, you want to know your customer lifetime value. And in actual fact, so this one is also going to be Tuesday’s toolbox tip, it is called, unsurprisingly, Customer Lifetime Value Calculator.
So you find it at customerlifetimevalue.co. Now it has a free calculator and it can calculate the customer lifetime value for you. I don’t think I need to explain anymore, just go and look.
If I explain and you think, “I am not sure”, it is not going to help, they are better at explaining their own product and they’re not going to bite, it is all free, it is on the Internet to look, go and look. And then you can make your own guess. But these are all strong products.
Tomorrow, if you want to get into the mindset, remember earlier I started talking about the mindset, sort of because this is all down to you.
If you are getting in your own way, if you are the blockage in everything in your business, then… nothing I can do about it. I can teach you anything I like, I can offer to pay to do it for you, but if you’re just going to make excuses as to why it won’t work, then that is you, you need to get over it.
One of the ways to do that is through motivation; listen to motivational people, reading books and things like that. And one of the best at this ever was an American gentleman called Zig Ziglar. For those of you that haven’t heard of Zig Ziglar, which is not going to be many, then you probably think, “That’s a funny name.” Zig I think is his nickname but he died, he actually died in 2012 I think.
But Ziglar Inc is massive, it is all over the world and you might have heard of Jim Rhone and Tony Robbins and people like this, but Zig Ziglar is kind of one of the ones that they all follow.
But I interviewed Tom Ziglar his son, who actually ran the business while this father was alive, so he has been the Chief Executive of Ziglar Inc for twenty or thirty years since he was thirty I think, so it’s about twenty odd years, lovely guy and he explains.
Now tomorrow our expert interview series, one of my all time top five, instantly on the list, Tom Ziglar, it is fantastic. So subscribe to this, seriously the guy, eloquent, calm, such a nice and we had a great chat I really enjoyed it. You will love it; let me know what you think.