So, I’ve got a couple things to kinda tell you. So, yesterday was quite exciting in terms of like getting people to think about the fact that we’re not actually selling during the marketing phase all we’re doing is educating people. And now, we’ve earned the right. We’ve gone through those first four days.
And now we’re at a point where by we’re starting to ask for something from our prospects. So what I mean by that and I’ve created a little work flow to kinda get you to think about kinda the customer journey. So one thing I always say to my clients when I’m out doing talks and things like that is that basically, most people have some form of intelligence. We hope, right? But when it comes to your products and services, they have literally none. They have no idea about the features of your products, the outcomes of your products, how you deliver it, your systems, your processes.
Like what sort of a person you are, whether your price point is actually of value or not. Whether there’s a value proposition knocked within there. Whether there’s pixie dust moments within your product or service. Doesn’t matter what it is. They have literally no idea.
So this is why I talk about pacing and leading. This is why you’ve got to make, have some kind of consistency with your process of taking your customers through their customer journey. And the idea is that each customer should have the same experience. So it’s consistent If something goes wrong, you can go back and double check over it and like for example, if you missed out a step, if they, for whatever reason, didn’t sit the consultation but had a half hour phone call instead.
That could be the difference between winning and losing a prospect. So, this is really important. Gonna to introduce and implement something called a CRM, Customer Relationship Management tool. In some way, shape or form. Doesn’t matter whether it’s a spreadsheet or a piece of software.
But I’m gonna talk to you about the whole process of what a customer journey looks like. I’m gonna do it for myself, ’cause I know my business better than any other business. I’ve helped hundreds of business do this but it’s easier to talk about me. That sounds awful But it is, hey, it’s me.
So, basically what I’ve done is, I’ve gone out and I’ve marketed to people, I’ve created articles and videos which are interesting to people. I’ve done some sensationalist headlines.
So they could hit the ‘Apply Now’ button it will go through to forward slash assessment. So this is what the assessment form looks like. Very simple, first name, surname, company name, email address, mobile number.
But, this is just to assess the need for business coaching within their business. So, you need to have some kind of automated like, data gathering, like data harvesting type system, so that you get to know your prospects that little bit better. I’m looking over here by the way, because I’ve got a second screen with all of this stuff on it where it’s recording so, it’s just a little bit easier for me to do it that way I suppose. I can use a tiny little screen I’ve got here. So then what this does, so this is just to show you, I use type form to collect data about my clients or prospects.
And this is the interface, it’s pretty easy. Basically, you can put in scales, you can put in text things. It’s a Wiziwig type editor and it’s really clever. So get something like type form setup. But the cool thing is with type form, we can then create something that’s called a zap and squirt the data into my chosen CRM platform which is Insightly. Now obviously I’ve hidden some data for obvious reasons. But what happens is, those assessments go into Insightly as opportunities. Now I’ve got a lot of historical data which I’m going through at the moment and within the CRM platform, within Insightly, it then has something called a pipeline. So you’ll see here it says, “Assessment form completed” next step, consultation booked.
Next step, consultation sat. Next step, I saw this and thought of you. Next step, follow up two Next step, follow up three And then finally we’ll close the deal, whether we’ll put down whether we’ve won it or in this case we lost it where it’s red.
But this means, we have an automated system that we can just log in to any point and go, “Ah, okay, have I sat this consultation yet?” I don’t even know who that is, but, so I can actually kind of start to move people through my pipeline and everybody has this. This is just a neat way of tracking it I’ve done hundreds of consultations. So, I don’t want to have to be remembering up here. Now your CRM to start off with, could be as simple as a spread sheet.
That’s absolutely fine too But find some way of tracking this data. So anyway, so, they fill out the type form, they get an automated reply, which then gives them access to my scheduling tool which is acuity scheduling, A-C-U-I-T-Y. And then they can automatically choose and select which time is good for them to sit the consultation. It’s a 90 minute consultation we’ll book a time.
Cool and then off the back of that, they then get a couple of email confirmations saying, and reminders, so since. I’ve introduced type form and acuity before that I was having a no-show rate from tyre kickers and people like that, not showing up and they’re trying to re-schedule In the reach of about 20%, it wasn’t great. Since I’ve introduced this, I’ve had one person out of 100 who has asked to reschedule their meeting. The beauty of this is people can, on their confirmation email, they’ve got an option to re-schedule it So it’s just like automating some of these things.
So, my assistant doesn’t have to go around like rescheduling meetings for people. It can all be done through acuity and we don’t have to worry about it. So then I set the consultation, obviously, I have to be there for that. And I’m guessing most of you, will have to be there at some point for your sales process. Then at the end of it, I make sure that basically, they’ve got a copy of my book and if they have got a copy of my book, have they read it? Because obviously the book then gives more value on top of the consultation, because the book has five core coaching tools in it, so it’s really important that they can see what the next steps are.
And what it might be like to work with me and what sort of results and plus it’s enjoyable. And then finally afterwards, and this is quite important.
So, obviously when somebody types in business coach like Gloucestershire, whatever. My profile is quite high up there, in terms of like the organic search listing Like, if you look at it, I mean, I cover that, pretty much that entire page there. Which is quite cool. So, that’s about it really.
So the notion behind having a CRM system in place, really is to make sure that you have an automated way of tracking, like pacing your clients through a really consistent customer journey. Because otherwise, they’ll drop out. You won’t here from them again and things like that. So one of the things and I don’t mind admitting it, one of the things is that I did the consultations and then I kind of allow people to self-select themselves back in. But what this does is it now gives me the opportunity to go back to this person say, “Ah, actually I could send this person a link to something,” “which I thought might be useful” I keep all of my client notes on Dropbox or like it would be great if that was integrated with Insightly as well.
But, it’s not too difficult to dip in. So I could go have a look at that person’s consultation notes and send them a nice gift which is I saw this and thought of you. So marketing doesn’t stop once we’ve sat the consultation Marketing only stops once we have converted the prospect. Like the only bit of sales that happens in the customer journey is a bit where a client goes, “Well, how much is it?” “What are the next steps?” “Can I have a proposal?” “That seems too expensive” So it’s when we get into like, what we call the Objection handling.
Like everything else is based around marketing. And marketing is giving value Marketing is all about giving as much value as you possibly can.
