Unlocking Passive Income: The Power of Affiliate Marketing
Scott Martineau - Delivering Beyond Expectation
1. The Ultimate Event for Small Business Success.
Delivering Beyond the
Customer’s Expectations
How to systematically create
customers for life
Scott Martineau
Co-Founder, Infusionsoft
@scottmartineau
2. The Ultimate Event for Small Business Success.
The Parable of The 9 Foolish Loan Officers
@scottmartineau
3. The Ultimate Event for Small Business Success.
The Parable
of the Wise
Realtor
@scottmartineau
Brian K. Judy, Assoc. Broker
Mesa Verde Real Estate
4. The Ultimate Event for Small Business Success.@scottmartineau
No one else.
5. The Ultimate Event for Small Business Success.
What we think is going on…
@scottmartineau
6. The Ultimate Event for Small Business Success.
What is really going on…
@scottmartineau
7. The Ultimate Event for Small Business Success.
Earn The Monopoly With WOW
@scottmartineau
8. The Ultimate Event for Small Business Success.@scottmartineau
No one else.
10. The Ultimate Event for Small Business Success.
WOW
MarketingMarketing
@scottmartineau
$25,000$25,000
$1500$1500
11. The Ultimate Event for Small Business Success.
Small Company. BIG Advantage!
@scottmartineau
12. The Ultimate Event for Small Business Success.@scottmartineau
Agility + Automation
13. The Ultimate Event for Small Business Success.
“The moment someone signs up for coaching they instantly
receive a welcome voice broadcast from me that
includes my personal email address (in case they
have issues) and it outlines exactly what they can
expect in the first few weeks of coaching with our team.”
- Rory Vaden Southwestern Consulting
@scottmartineau
How SB ICON Finalists WOW:
14. The Ultimate Event for Small Business Success.
How SB ICON Finalists WOW:
The Challenge:
•To humanize the interaction between
each customer & their cleaner.
The Solution:
•A welcome card with a bio & picture of
the cleaner.
The Result:
•Lower churn
•Drop in complaints
@scottmartineau
15. The Ultimate Event for Small Business Success.
How SB ICON Finalists WOW:
“We continuously stay in touch with them via social
media posts, email and phone calls. Clients receive
phone calls from the receptionist when they are due for an appointment or a
visit. We also make courtesy calls to clients to see how their pets are
doing.”
– Lee Richter Holistic Veterinary Care
@scottmartineau
16. The Ultimate Event for Small Business Success.
How SB ICON Finalists WOW:
“We want to be like Zappos and WOW our
customers! So…we decided to write
hand written thank you
notes to new and repeat customers…”
- Chris Brisson Call Loop
@scottmartineau
17. The Ultimate Event for Small Business Success.
How SB ICON Finalists WOW:
@scottmartineau
18. The Ultimate Event for Small Business Success.
How To Create The Monopoly
1. Culture of WOW
2. New Customer WOW
3. Ongoing WOW
4. Satisfaction Survey
@scottmartineau
19. The Ultimate Event for Small Business Success.
1. Create a culture of WOW!
@scottmartineau
20. The Ultimate Event for Small Business Success.
Are You Creating a Culture of WOW?
• Train it. Teach it. Talk about it. (Intend to WOW!)
• Hire people who love to serve
• Fire poisonous employees
• Incentivize it
• Empower Employees to WOW
@scottmartineau
21. The Ultimate Event for Small Business Success.
Activity:
Plan Your Culture of WOW
@scottmartineau
22. The Ultimate Event for Small Business Success.
2. Welcome New Customers with A Splash!
• Send a welcome giftSend a welcome gift
• Send a series of timed warm follow ups.Send a series of timed warm follow ups.
• Do little things people don’t expect.Do little things people don’t expect.
• Add a personal touch.Add a personal touch.
• Be present in case they need anything.Be present in case they need anything.
@scottmartineau
23. The Ultimate Event for Small Business Success.@scottmartineau
Gift ideas:
25. The Ultimate Event for Small Business Success.
Fulfillment ideas:
@scottmartineau
26. The Ultimate Event for Small Business Success.
Fulfillment ideas:
@scottmartineau
27. The Ultimate Event for Small Business Success.
Activity: Plan Your Welcome
WOW
@scottmartineau
28. The Ultimate Event for Small Business Success.
3. Implement a system for ongoing Wow.
@scottmartineau
29. The Ultimate Event for Small Business Success.
3. Implement a system for ongoing Wow.
@scottmartineau
30. The Ultimate Event for Small Business Success.
Activity:
Plan Your Ongoing WOW
@scottmartineau
31. The Ultimate Event for Small Business Success.
4. Periodic Survey: How well are we doing?
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32. The Ultimate Event for Small Business Success.
4. Find out how well you’re doing
@scottmartineau
NPS
33. The Ultimate Event for Small Business Success.@scottmartineau
4. Find out how well you’re doing
34. The Ultimate Event for Small Business Success.
Activity:
Plan Your Survey
@scottmartineau
35. The Ultimate Event for Small Business Success.
Earn The Monopoly With WOW
@scottmartineau
36. The Ultimate Event for Small Business Success.
How To Create The Monopoly
1. Culture of WOW
2. New Customer WOW
3. Ongoing WOW
4. Satisfaction Survey
@scottmartineau
37. The Ultimate Event for Small Business Success.
Q&A
Scott Martineau
Co-Founder, Infusionsoft
@scottmartineau
@scottmartineau
Hinweis der Redaktion
Goals:
Help you see the importance of focusing on Wowing customers
Provide 5 specific action items to help you Wow every customer
Provide helpful resources that make implementing those things more easy.
My wife and I enjoy change
We move every couple of years, and also have a couple of rental properties
9 mortgage loans in the last 10 years. 9 Different loan officers
Only had a bad experience with one
Others didn’t follow-up
No one did anything to create Wow after the sale. Wham Bam...
You could say: We’ll use no one else for real estate other than Brian Judy, till death do us part.
Debunk the Myth:
When people buy from you, they aren’t committed yet. It’s more like the first date.
Sometimes we get confused:
We just went through all of this investment to get a customer
They picked us, right?
Yes, but you haven’t won them over for life yet.
I believe that people WANT to find companies they can rely on for the rest of their life.
Who LIKES to go search for a new company to help them with a known problem?
We want to have “our guy”, or “our gal”
But we don’t grant this position too quickly
Here’s what’s really going on.
You are on trial.
The new customer has one eye on you, but they’re still open to ‘seeing other people’ until you cinch the deal.
What we’re talking about today is how you can:
SYSTEMATICALLY WOW your customers
So the competition fades into the background
And you get Repeat Customers for life.
Who are Raving Fans who tell all of their friends
You’re married when they decide that you are the only one they’ll ever consider in your category.
This is YOUR JOB.
If you don’t have raving-fan customers, it’s because you aren’t creating systematic WOW.
Tie into $$
Make WOW bigger
Let’s go back to the story of the 9 foolish loan officers
I was worth $1500 to Loan Officer #1 ($1,000 left over after taking out marketing costs)
But what could I have been worth?
Same $500 in marketing
What if the loan officer had decided to commit to WOWing me?
Extreme: send me a $5 gift every month for the past 10 years?
$25k
Still: $23,900!!
To earn $23.9fk if he continues his model,
he’d pay about $12K to acquire.
That’s a lot of work, time, and money…
How many of you have seen Moneyball?
Don’t copy big companies.
Do stuff they can only dream of. Think, Moneyball!
FOCUS ON YOUR STRENGTHS
One of your advantages…
AGILITY
Everyone in this room has the power to create a remarkable WOW process and implement by 9pm tonight!
Or maybe you already have something in place: How can you take what you have to the next level? By 9pm tonight?
Here’s an example of someone who uses automation (Southwestern Consulting).
The Card:
Full picture of the cleaner - not just in a work situation - some were with their kids, some were with their wife/husband, some were with their beloved pet.
A short bio of the cleaner – hobbies, interests, etc.
The Result: “Absolutely astonishing!”
All of a sudden there was a connection.
Churn slowed down to an acceptable level.
Customer complaints dropped significantly.
And our hardworking loyal cleaners started to enjoy recognition when they came in each day to the client’s office.
It was awesome!”
Hired a woman from Craigslist
$0.35/card
handwrites them twice/week, mails and stamps them
Customers loved it, shared it, talked about it, and praised it.
It's an amazing and simple strategy for WOW'ing your customers!
Hired a woman from Craigslist. $0.35/card
handwrites them twice/week, mails and stamps them
Customers loved it, shared it, talked about it, and praised it.
It's an amazing and simple strategy for WOW'ing your customers!
Sometimes SIMPLE is remarkable.
Let’s systematize this so it happens like clockwork.
MORTONS – this is indicative of a company that has a strong culture of wow.
Have you created a culture of WOW?
Ideas
Give employees Amazon gift card with which to Wow customers? Teach them to think for themselves
Company bonus for high NPS score?
Infusionsoft Company award: Delight Award.
Share great service stories by email.
Company Chocomize will send personalized chocolate bars
Hire an artist from Etsy to fulfill your new and ongoing WOW gifts
Try hiring someone from fiverr or Craigslist to fulfill your hand written notes
Draft an example of one message with WOW! specific to your business.
What’s an idea of a gift or other ways you can wow a customer in your business?
1, 3, 6
Service call
Survey your customers (at the appropriate time) to find out if you’re WOW!-ing, and:
Fix what’s wrong
Get repeat business
Get referrals
Negatives can be positives! Be willing to face the brutal facts.
NPS Survey Campaign
[Add what happens in each one here]
NPS Survey Campaign
Promoter Score (9 & 10)
Thank you
Ask for Referral
Neutral (6, 7, 8)
Email message: “How did we fail? What can we do to turn you into a promoter?”
Detractor:
Phone call action
Draft email
Decide on NPS vs Customer satisfaction
When to send it?
Other questions?
Could you use a landing page with other questions to track performance in other areas?
Take their mind back to
Monopoly
$25k customers
Remind them that life is happier for them and employees when customers are happy
But this requires execution
Take this worksheet and put it into action!
Take their mind back to
Monopoly
$25k customers
Remind them that life is happier for them and employees when customers are happy
But this requires execution