Ep. 110 - My Marketing Sucks! But Why? with Xavier Caldera

WEBVTT

00:00:00.089 --> 00:00:00.650
Showtime.

00:00:03.271 --> 00:00:05.854
Here we are on episode 110

00:00:05.854 --> 00:00:08.336
of the Trash Talk Business Podcast,

00:00:08.355 --> 00:00:10.237
your weekly opportunity to grow, scale,

00:00:10.598 --> 00:00:12.939
and build your junk removal dreams.

00:00:13.380 --> 00:00:14.740
As always, I'm Andy Wines,

00:00:15.381 --> 00:00:16.542
and along with my co-host,

00:00:16.702 --> 00:00:17.504
Casey Bubba Lawrence,

00:00:17.544 --> 00:00:18.504
we welcome you to the show.

00:00:18.725 --> 00:00:19.065
Casey,

00:00:19.765 --> 00:00:20.847
what do you want to talk about this week?

00:00:22.248 --> 00:00:24.028
I'd really like to talk about how Austin,

00:00:24.048 --> 00:00:25.670
the Dallas Mavericks, the Dallas Stars,

00:00:25.710 --> 00:00:26.891
and the Texas Rangers are doing,

00:00:26.931 --> 00:00:28.053
but we don't have enough time.

00:00:28.925 --> 00:00:29.605
So instead,

00:00:29.625 --> 00:00:31.926
we're just going to talk about Xavier.

00:00:32.487 --> 00:00:33.628
We have our guest, Xavier,

00:00:33.667 --> 00:00:35.088
back on the show because he's awesome.

00:00:36.170 --> 00:00:37.689
And also the first show,

00:00:38.430 --> 00:00:40.572
we didn't really get anywhere.

00:00:40.591 --> 00:00:42.914
That's fine.

00:00:43.454 --> 00:00:44.895
That was the show you came in late, right,

00:00:44.914 --> 00:00:45.155
Case?

00:00:45.695 --> 00:00:47.777
Yeah, one of them.

00:00:47.796 --> 00:00:49.118
Like 25 minutes late,

00:00:49.158 --> 00:00:49.978
not like two minutes late.

00:00:50.037 --> 00:00:50.978
I was like, surprise!

00:00:50.999 --> 00:00:51.558
It was fun.

00:00:51.618 --> 00:00:51.939
It was fun.

00:00:53.465 --> 00:00:54.104
It was great.

00:00:54.786 --> 00:00:56.185
I actually didn't plan on making that.

00:00:56.707 --> 00:00:57.887
I was like, hey, I'm not going to make it.

00:00:57.926 --> 00:00:58.787
Go on without me.

00:00:59.067 --> 00:01:00.328
And then I was like, oh, shit.

00:01:00.468 --> 00:01:03.369
I got home and I was like, I got tired.

00:01:03.429 --> 00:01:04.290
I just jumped on.

00:01:04.310 --> 00:01:05.411
I was like, anyways,

00:01:05.551 --> 00:01:06.631
fuck what y'all are talking about.

00:01:06.671 --> 00:01:07.671
Let's talk about this now.

00:01:09.152 --> 00:01:10.972
Also, while I'm at it,

00:01:11.013 --> 00:01:12.793
I'm in Vegas this week for Waste Expo.

00:01:13.254 --> 00:01:14.575
I have the opportunity to speak tomorrow,

00:01:15.075 --> 00:01:16.036
which is really exciting to me.

00:01:16.355 --> 00:01:17.335
Man, that's awesome, brother.

00:01:17.415 --> 00:01:18.117
Congratulations, man.

00:01:19.632 --> 00:01:19.893
Actually,

00:01:19.912 --> 00:01:22.155
I ran into Jim Fish this afternoon.

00:01:22.314 --> 00:01:24.115
He's the CEO of Waste Management.

00:01:24.917 --> 00:01:25.597
Mr. CEO.

00:01:25.998 --> 00:01:28.239
And I had an issue last week,

00:01:28.260 --> 00:01:30.121
a week and a half ago, two weeks ago,

00:01:30.242 --> 00:01:31.102
with Waste Management.

00:01:31.162 --> 00:01:33.343
I emailed him directly, and lo and behold,

00:01:33.384 --> 00:01:34.045
I got it solved.

00:01:34.385 --> 00:01:35.186
And I went up to him today.

00:01:35.206 --> 00:01:37.528
I was like, hey, man, just so you know,

00:01:37.727 --> 00:01:38.468
appreciate that.

00:01:38.649 --> 00:01:38.948
And of course,

00:01:38.968 --> 00:01:39.609
he had no clue what I was

00:01:39.629 --> 00:01:40.310
talking about at first,

00:01:40.349 --> 00:01:41.731
because why would he?

00:01:42.111 --> 00:01:44.353
I literally came up and I said, hey,

00:01:44.373 --> 00:01:45.495
can I get 10 seconds of your time?

00:01:46.087 --> 00:01:46.706
And it ended up being like a

00:01:46.746 --> 00:01:47.626
two-minute conversation.

00:01:47.846 --> 00:01:48.268
And it was good.

00:01:48.308 --> 00:01:49.248
Like, it was like, hey, I appreciate it,

00:01:49.287 --> 00:01:49.447
man.

00:01:49.768 --> 00:01:50.787
What was more interesting is

00:01:50.808 --> 00:01:51.987
the fact that it was like

00:01:52.048 --> 00:01:53.429
right in the cafeteria lunch area.

00:01:53.448 --> 00:01:55.528
So there's like 50 people looking like,

00:01:55.549 --> 00:01:56.448
who the fuck is this guy?

00:01:56.810 --> 00:01:56.909
Like,

00:01:56.950 --> 00:01:58.629
I was wearing Lululemon pants and

00:01:58.650 --> 00:01:59.390
this nice fucking like

00:01:59.469 --> 00:02:00.409
white shirt I showed over here.

00:02:00.930 --> 00:02:02.311
I was not in my typical camp.

00:02:02.370 --> 00:02:04.570
I mean, I was in like civilian-ese, right?

00:02:04.590 --> 00:02:05.772
I was blending in with the locals.

00:02:06.331 --> 00:02:07.132
And like,

00:02:07.152 --> 00:02:08.352
who's this fucking guy talking to

00:02:08.372 --> 00:02:09.072
Jim Fish, you know?

00:02:10.612 --> 00:02:10.913
So whatever.

00:02:11.073 --> 00:02:11.932
Making a name for myself.

00:02:12.372 --> 00:02:13.614
So there's that.

00:02:14.014 --> 00:02:14.554
There's a reason why.

00:02:14.574 --> 00:02:15.234
Why did I bring up?

00:02:15.493 --> 00:02:15.554
Oh.

00:02:16.038 --> 00:02:16.918
That's why I brought up Vegas.

00:02:17.679 --> 00:02:18.739
I'm getting lunch with Lenny.

00:02:19.199 --> 00:02:20.718
Fucking Las Vegas Lenny.

00:02:20.739 --> 00:02:22.080
I'm getting lunch with him on Wednesday.

00:02:22.659 --> 00:02:23.539
So two years ago when I was

00:02:23.580 --> 00:02:24.480
out here for Wasteback Expo,

00:02:24.501 --> 00:02:26.121
I had lunch with Las Vegas Lenny.

00:02:26.140 --> 00:02:28.361
So you're speaking tomorrow?

00:02:28.901 --> 00:02:29.782
So I'm speaking tomorrow morning.

00:02:29.801 --> 00:02:31.082
I'm getting lunch with Lenny on Wednesday.

00:02:31.543 --> 00:02:32.502
Anyway, so yes.

00:02:33.143 --> 00:02:34.584
When I travel to your town,

00:02:35.604 --> 00:02:36.723
it's not difficult to get

00:02:36.764 --> 00:02:37.504
an hour of my time.

00:02:37.905 --> 00:02:38.745
I fucking love lunch.

00:02:39.264 --> 00:02:40.425
So Lenny and I are going to have lunch.

00:02:40.485 --> 00:02:42.265
Lenny's a firefighter who

00:02:42.325 --> 00:02:43.486
runs a junk food company out here.

00:02:43.947 --> 00:02:44.046
And...

00:02:45.336 --> 00:02:45.455
Yeah,

00:02:45.475 --> 00:02:46.856
we're going to eat some pastrami

00:02:46.917 --> 00:02:49.078
sandwiches and talk about junk removal.

00:02:49.098 --> 00:02:49.899
So there you go.

00:02:50.438 --> 00:02:52.060
That is the extent of what I have today.

00:02:52.199 --> 00:02:54.520
I haven't really plugged Jobber lately,

00:02:54.942 --> 00:02:56.802
but I have this sweet-ass Jobber Yeti.

00:02:57.163 --> 00:02:57.962
And the reason I'm plugging

00:02:58.002 --> 00:02:59.044
it is because last week the

00:02:59.084 --> 00:03:00.784
commercial I shot back in March came out.

00:03:01.725 --> 00:03:03.447
So what's wrong with your Yeti?

00:03:03.467 --> 00:03:03.986
You just smelled it.

00:03:04.007 --> 00:03:04.447
It was weird.

00:03:05.168 --> 00:03:08.288
So getjobber.com backslash

00:03:08.329 --> 00:03:09.430
CamelCrewJunkRemoval.

00:03:09.849 --> 00:03:10.850
I love me some Jobber.

00:03:10.871 --> 00:03:11.751
There's no doubt about it.

00:03:11.790 --> 00:03:12.812
They pay me to say that.

00:03:13.187 --> 00:03:14.830
And they don't have to pay me.

00:03:14.930 --> 00:03:15.651
I would say it either way.

00:03:16.331 --> 00:03:17.633
And the fact that we shot a commercial,

00:03:17.673 --> 00:03:18.794
I had a lot of fun doing it.

00:03:19.474 --> 00:03:21.877
And I got to drop an F-bomb

00:03:21.918 --> 00:03:23.039
on a commercial because, again,

00:03:23.060 --> 00:03:23.820
that's what I'm known for.

00:03:23.841 --> 00:03:25.282
I was like, I thought he was all gay,

00:03:25.301 --> 00:03:26.043
like a little girl.

00:03:26.062 --> 00:03:27.504
Oh, yeah.

00:03:28.926 --> 00:03:30.487
So it wasn't the script, obviously.

00:03:30.508 --> 00:03:31.188
It wasn't the script.

00:03:31.389 --> 00:03:32.169
But I just dropped it.

00:03:32.210 --> 00:03:32.591
It was like,

00:03:33.294 --> 00:03:34.033
I had to write it down,

00:03:34.114 --> 00:03:34.933
send a text message,

00:03:34.955 --> 00:03:35.675
put it in the calendar,

00:03:35.694 --> 00:03:37.094
put it in QuickBooks, remember it.

00:03:37.375 --> 00:03:38.575
Complete waste of my fucking time.

00:03:38.975 --> 00:03:39.515
I sent it like that.

00:03:39.556 --> 00:03:39.936
He goes, dude,

00:03:39.955 --> 00:03:40.656
you should do that every time.

00:03:40.816 --> 00:03:42.896
So I shot every line of that commercial.

00:03:42.917 --> 00:03:44.236
I probably shot 50 times, 40 times.

00:03:44.257 --> 00:03:45.978
I don't know.

00:03:46.177 --> 00:03:47.717
Because we had like six or seven locations,

00:03:47.777 --> 00:03:48.799
plus I did it at least five

00:03:48.838 --> 00:03:50.199
or six times every location.

00:03:52.520 --> 00:03:53.000
That's cool.

00:03:53.620 --> 00:03:54.979
You know, we could also bring up,

00:03:56.300 --> 00:03:57.741
we got someone who got the itis,

00:03:57.781 --> 00:03:58.860
the butt hurt itis.

00:04:02.108 --> 00:04:03.709
He somehow spent three hours

00:04:03.748 --> 00:04:05.229
of his life listening to our show.

00:04:05.989 --> 00:04:06.509
Oh, that guy.

00:04:06.550 --> 00:04:07.270
He did not like it.

00:04:08.409 --> 00:04:08.990
You know what?

00:04:09.009 --> 00:04:10.110
Here's the deal.

00:04:10.350 --> 00:04:10.811
Here's the deal.

00:04:10.871 --> 00:04:11.651
It disappeared.

00:04:11.830 --> 00:04:12.891
The post disappeared.

00:04:12.912 --> 00:04:14.711
I don't know what happened to that.

00:04:14.731 --> 00:04:15.051
That's fine.

00:04:15.652 --> 00:04:15.913
Fine.

00:04:15.953 --> 00:04:17.892
We'll get the list.

00:04:17.913 --> 00:04:20.074
So long story short, Casey and I do this.

00:04:20.113 --> 00:04:21.435
We're 110 episodes into it.

00:04:21.894 --> 00:04:22.314
In life,

00:04:22.355 --> 00:04:23.375
there are going to be people that

00:04:23.394 --> 00:04:24.235
will always listen,

00:04:24.696 --> 00:04:25.755
some people that never listen,

00:04:25.836 --> 00:04:27.115
and some people that sometimes listen.

00:04:27.336 --> 00:04:27.637
Right?

00:04:27.677 --> 00:04:28.197
That's a fact.

00:04:28.377 --> 00:04:29.016
That's a fact of life.

00:04:29.057 --> 00:04:30.218
When I walk into Waste Expo

00:04:30.237 --> 00:04:31.637
tomorrow morning with camo pants on,

00:04:32.165 --> 00:04:33.425
I'm going to have the sometimes, always,

00:04:33.466 --> 00:04:34.086
and never people.

00:04:35.245 --> 00:04:36.987
And the sometimes people

00:04:37.067 --> 00:04:37.887
think they're right.

00:04:37.908 --> 00:04:39.007
They don't know where they're at.

00:04:39.127 --> 00:04:39.809
There's the never people

00:04:39.829 --> 00:04:40.649
that will never listen to our show.

00:04:40.668 --> 00:04:40.848
Fine.

00:04:41.228 --> 00:04:42.550
So he listened to three episodes,

00:04:43.350 --> 00:04:44.930
and he took away from it

00:04:44.971 --> 00:04:46.232
that he was a loser because

00:04:46.252 --> 00:04:47.112
he never got out of the truck.

00:04:47.891 --> 00:04:49.892
I have said since day one of this podcast,

00:04:50.213 --> 00:04:51.434
you get to define your success.

00:04:51.653 --> 00:04:52.574
Look at the episode I did

00:04:52.615 --> 00:04:54.154
last week with Happy Junk Removal.

00:04:54.375 --> 00:04:55.355
He's got two trucks,

00:04:55.656 --> 00:04:57.617
the best fucking metrics in the game.

00:04:57.857 --> 00:04:58.937
He's been doing it for nine years.

00:04:58.978 --> 00:04:59.658
He fucking loves it.

00:05:00.273 --> 00:05:00.432
Right?

00:05:00.632 --> 00:05:01.334
I've said that before.

00:05:01.533 --> 00:05:02.615
Getting to two trucks is an

00:05:02.654 --> 00:05:03.216
accomplishment.

00:05:03.636 --> 00:05:04.757
If that's your goal, that's your goal.

00:05:04.956 --> 00:05:05.598
Some people want to be

00:05:05.658 --> 00:05:06.499
owner-operators and run

00:05:06.538 --> 00:05:08.060
their one truck and make it up.

00:05:08.319 --> 00:05:10.221
You can make $100,000 doing this hustle,

00:05:10.461 --> 00:05:13.103
make $250,000 to $300,000

00:05:13.103 --> 00:05:14.745
as a one truck with a helper,

00:05:15.065 --> 00:05:16.427
maybe two guys or whatever.

00:05:16.848 --> 00:05:18.369
If that's your goal, good on you.

00:05:19.009 --> 00:05:19.910
My father is 68 years old.

00:05:21.610 --> 00:05:23.110
And he owns a company called Two Man Crew.

00:05:23.411 --> 00:05:23.872
And it's him.

00:05:24.132 --> 00:05:24.771
He's not even two man.

00:05:25.312 --> 00:05:26.713
It is the one man, right?

00:05:26.774 --> 00:05:28.675
And at 68, that's where he determined.

00:05:28.956 --> 00:05:29.735
Because he used to take on

00:05:29.755 --> 00:05:30.456
these big additions.

00:05:30.737 --> 00:05:31.357
I think at most,

00:05:31.377 --> 00:05:32.317
he had like six employees.

00:05:32.697 --> 00:05:33.658
And that's not what he wanted.

00:05:34.240 --> 00:05:36.521
So all I'll say to that guy

00:05:36.600 --> 00:05:38.262
is everyone gets to define

00:05:38.283 --> 00:05:38.923
their own success.

00:05:39.362 --> 00:05:40.204
I said from day one,

00:05:40.244 --> 00:05:40.904
my brother and I started

00:05:40.944 --> 00:05:42.586
our business June 1, 2016,

00:05:42.586 --> 00:05:43.646
for all intents and purposes.

00:05:43.666 --> 00:05:45.367
That was our now we're in business day.

00:05:45.807 --> 00:05:47.149
I said five years from today,

00:05:47.449 --> 00:05:48.250
we have to do everything in

00:05:48.269 --> 00:05:48.870
the next five years.

00:05:49.271 --> 00:05:49.350
So

00:05:50.187 --> 00:05:51.088
We can walk away from this

00:05:51.148 --> 00:05:52.927
business someday because

00:05:52.947 --> 00:05:53.548
that was my goal.

00:05:53.629 --> 00:05:54.588
My goal was to build this

00:05:54.869 --> 00:05:56.168
for five years and then own it.

00:05:56.649 --> 00:05:56.788
Right.

00:05:56.829 --> 00:05:58.189
Go from owner operator to owner.

00:05:58.528 --> 00:05:59.189
And even now,

00:05:59.329 --> 00:06:00.829
as I'm building up my leadership team,

00:06:01.310 --> 00:06:01.470
look,

00:06:01.509 --> 00:06:02.850
I'm in Vegas right now and the guys

00:06:02.889 --> 00:06:04.189
are they're handling their business.

00:06:04.529 --> 00:06:04.651
No,

00:06:04.690 --> 00:06:06.071
everything didn't go great this morning.

00:06:06.430 --> 00:06:06.591
Right.

00:06:06.911 --> 00:06:08.190
And when I step out for a couple of days,

00:06:08.211 --> 00:06:09.350
I also see where the gaps are.

00:06:10.011 --> 00:06:11.591
So everyone gets to define

00:06:11.612 --> 00:06:12.651
their own success.

00:06:12.891 --> 00:06:14.091
It exposes your business.

00:06:14.512 --> 00:06:15.031
Absolutely.

00:06:15.072 --> 00:06:16.413
So the thing is,

00:06:16.673 --> 00:06:18.773
if you are happy being a one truck

00:06:19.411 --> 00:06:19.771
Operation.

00:06:19.971 --> 00:06:21.372
If you are happy being truck on a truck,

00:06:22.074 --> 00:06:23.475
do that for seven years.

00:06:23.514 --> 00:06:24.074
Let's not forget.

00:06:24.555 --> 00:06:26.317
For those of you that don't know, in 2009,

00:06:26.317 --> 00:06:26.937
I started picking up

00:06:26.976 --> 00:06:28.057
appliances on the side of the road.

00:06:28.538 --> 00:06:30.879
It wasn't until 2016 I got serious.

00:06:31.620 --> 00:06:32.500
So for seven years,

00:06:32.540 --> 00:06:34.221
I did this as a side hustle part time,

00:06:34.583 --> 00:06:35.423
made a little beer money.

00:06:35.843 --> 00:06:36.004
Right.

00:06:36.064 --> 00:06:37.964
I did that for years and I

00:06:38.004 --> 00:06:38.946
was happy doing it.

00:06:39.365 --> 00:06:40.427
I went and got an education.

00:06:40.447 --> 00:06:41.608
I had a full time job.

00:06:41.668 --> 00:06:42.387
I bartended.

00:06:42.627 --> 00:06:43.209
I got married.

00:06:43.249 --> 00:06:43.848
I had a kid.

00:06:43.889 --> 00:06:44.529
I bought a house.

00:06:44.870 --> 00:06:45.771
I did all those things.

00:06:45.831 --> 00:06:47.812
I deployed like I did a lot of cool shit.

00:06:48.206 --> 00:06:49.127
during those seven years of

00:06:49.166 --> 00:06:49.968
high side hustle.

00:06:51.910 --> 00:06:53.932
So no shame in that game.

00:06:54.012 --> 00:06:56.394
So to answer that guy, Hey, you know what,

00:06:56.415 --> 00:06:57.355
if you don't want to listen to the show,

00:06:57.396 --> 00:06:57.997
that's fine.

00:06:59.317 --> 00:07:00.519
My only ask is that you re

00:07:00.598 --> 00:07:01.800
you actually reflect what

00:07:01.821 --> 00:07:02.601
we've said in the show.

00:07:02.882 --> 00:07:03.983
We've said since day one,

00:07:04.483 --> 00:07:05.625
you get to define your own success.

00:07:06.949 --> 00:07:09.350
The challenges, all the Facebook groups,

00:07:09.569 --> 00:07:11.290
almost what I hear over and

00:07:11.370 --> 00:07:12.170
over and over is,

00:07:12.591 --> 00:07:13.831
how do I get out of the truck?

00:07:13.971 --> 00:07:15.252
First question is, how do I get started?

00:07:15.312 --> 00:07:15.833
For the people that are

00:07:15.853 --> 00:07:18.533
doing it side hustle or dabbling in it,

00:07:18.713 --> 00:07:20.213
how do I get doing this full time?

00:07:20.473 --> 00:07:21.295
And the second question is,

00:07:21.535 --> 00:07:22.355
how do I get out of the truck?

00:07:23.216 --> 00:07:23.456
Yeah.

00:07:23.915 --> 00:07:25.656
And if your goal is to work full time,

00:07:25.877 --> 00:07:26.276
good on you.

00:07:27.264 --> 00:07:29.386
For me, I like the marketing aspect of it.

00:07:30.346 --> 00:07:31.387
I really appreciate him

00:07:31.408 --> 00:07:32.910
bringing our name on a

00:07:33.009 --> 00:07:36.413
public post for 10,000 plus people.

00:07:36.434 --> 00:07:38.336
I also appreciate the

00:07:38.456 --> 00:07:39.776
challenge that he put

00:07:40.418 --> 00:07:41.798
because let's face it,

00:07:42.040 --> 00:07:43.180
if someone reviews a

00:07:43.221 --> 00:07:45.262
podcast or a video in a bad way,

00:07:45.642 --> 00:07:46.444
I want to go listen or

00:07:46.483 --> 00:07:47.865
watch it to see what happened.

00:07:48.206 --> 00:07:52.449
100%.

00:07:48.245 --> 00:07:49.747
I want to go see, hey,

00:07:50.326 --> 00:07:52.449
what did he not like so much?

00:07:53.408 --> 00:07:54.509
He got his panties in a bunch.

00:07:54.550 --> 00:07:55.410
I want to go check it out.

00:07:55.430 --> 00:07:57.271
And then the third and final thing is,

00:07:57.872 --> 00:07:59.853
look, I don't care about your feelings.

00:08:00.173 --> 00:08:01.153
You can fuck right off if

00:08:01.173 --> 00:08:01.894
you don't like our show.

00:08:02.274 --> 00:08:03.735
I'm not going to pay you to do this,

00:08:04.315 --> 00:08:05.156
and I'm not paying you to listen.

00:08:05.456 --> 00:08:07.076
You know what I mean?

00:08:07.117 --> 00:08:09.059
Actually, our third review was like,

00:08:09.259 --> 00:08:11.500
one of our first five reviews was,

00:08:11.579 --> 00:08:12.380
Andy talks too much.

00:08:12.440 --> 00:08:13.581
You should let Casey talk more.

00:08:13.781 --> 00:08:14.302
Here's the deal.

00:08:15.043 --> 00:08:16.204
I appreciate that feedback.

00:08:16.384 --> 00:08:16.783
You know what?

00:08:16.903 --> 00:08:17.725
Yeah, yeah.

00:08:17.805 --> 00:08:19.105
Not the first time I fucking heard it.

00:08:19.326 --> 00:08:20.286
Talked to a couple of my exes.

00:08:20.507 --> 00:08:22.348
They'll tell you the same thing, right?

00:08:22.367 --> 00:08:24.990
It's just marketing.

00:08:25.189 --> 00:08:25.670
That's all it is.

00:08:25.829 --> 00:08:26.430
Xavier knows.

00:08:26.451 --> 00:08:27.170
It's just marketing.

00:08:27.190 --> 00:08:27.992
And you know what?

00:08:28.031 --> 00:08:28.591
It's feedback.

00:08:28.632 --> 00:08:28.831
Fine.

00:08:28.891 --> 00:08:29.733
Andy talks too much.

00:08:30.473 --> 00:08:30.814
Also,

00:08:30.954 --> 00:08:33.455
I would say the feedback we got when

00:08:33.475 --> 00:08:34.895
you listened to our first 10 episodes,

00:08:35.677 --> 00:08:37.477
one, we swore way too much, right?

00:08:37.518 --> 00:08:38.519
Like compared to how we –

00:08:39.315 --> 00:08:41.275
Because we're military.

00:08:41.316 --> 00:08:42.495
Swearing is our defense mechanism.

00:08:42.655 --> 00:08:43.756
If you have nothing important to say,

00:08:43.917 --> 00:08:44.317
just swear.

00:08:45.736 --> 00:08:48.518
Say it with conviction, right?

00:08:49.879 --> 00:08:51.619
And also, so the two things that mattered,

00:08:51.639 --> 00:08:52.460
there was three numbers

00:08:52.500 --> 00:08:53.539
that mattered to me when we

00:08:53.559 --> 00:08:55.380
first started our podcast, right?

00:08:55.400 --> 00:08:56.260
10, got to get to episode 10.

00:08:57.317 --> 00:08:58.898
Because whatever, there's some stat.

00:08:58.918 --> 00:09:00.119
I can't remember.

00:09:00.198 --> 00:09:01.019
Taylor can probably tell us.

00:09:01.058 --> 00:09:02.339
The average podcast goes

00:09:02.359 --> 00:09:03.119
like seven episodes.

00:09:03.158 --> 00:09:03.460
That's it.

00:09:03.720 --> 00:09:04.960
So the first thing was, let's get to 10.

00:09:05.419 --> 00:09:06.580
Let's do this for 10 weeks.

00:09:07.400 --> 00:09:08.421
Let's do that, right?

00:09:08.721 --> 00:09:09.561
And then the next number was 100.

00:09:09.941 --> 00:09:10.961
Let's get to 100 episodes.

00:09:11.020 --> 00:09:11.822
And Casey and I had a no

00:09:11.841 --> 00:09:13.261
shit conversation back in February.

00:09:13.581 --> 00:09:14.782
Hey, are we going to do another 100?

00:09:14.841 --> 00:09:16.143
Because we've already done the first 100.

00:09:16.582 --> 00:09:18.082
And then the third metric was 10,000.

00:09:19.222 --> 00:09:20.624
Get to 10,000 downloads,

00:09:20.663 --> 00:09:21.864
because that is the, OK,

00:09:21.884 --> 00:09:22.624
you've made it now.

00:09:22.864 --> 00:09:23.764
Like, you're a podcaster.

00:09:23.965 --> 00:09:24.565
Up until that point,

00:09:24.585 --> 00:09:25.205
you're fucking around.

00:09:25.525 --> 00:09:26.147
And these are numbers

00:09:26.187 --> 00:09:27.226
established by podcast

00:09:27.248 --> 00:09:28.307
people doing podcast things.

00:09:29.950 --> 00:09:30.990
We're up now over,

00:09:31.051 --> 00:09:32.111
I'll even look the number up for shit.

00:09:32.231 --> 00:09:32.672
It goes right now.

00:09:32.912 --> 00:09:33.732
I know we're up way over

00:09:33.732 --> 00:09:36.235
50,000 downloads over a hundred episodes.

00:09:36.855 --> 00:09:38.537
And yeah, our first 10 episodes are crap.

00:09:39.197 --> 00:09:39.418
Right.

00:09:39.677 --> 00:09:40.578
And I tell people the same thing,

00:09:40.619 --> 00:09:41.158
junk removal.

00:09:41.480 --> 00:09:41.960
When people are like,

00:09:41.980 --> 00:09:42.961
I've done like eight jobs.

00:09:43.000 --> 00:09:43.500
What should I do?

00:09:43.520 --> 00:09:46.083
92 more do a hundred jobs.

00:09:46.864 --> 00:09:47.125
And then,

00:09:47.205 --> 00:09:48.184
and then once you do a hundred jobs,

00:09:48.205 --> 00:09:48.905
do a thousand jobs.

00:09:48.946 --> 00:09:49.486
And once you've done a

00:09:49.506 --> 00:09:51.227
thousand junk removal jobs, right.

00:09:51.268 --> 00:09:51.948
I don't care if that takes

00:09:51.969 --> 00:09:53.350
you one year or 10 years.

00:09:54.099 --> 00:09:55.119
Once you've done 1,000,

00:09:55.119 --> 00:09:56.179
now you've got some traction.

00:09:56.360 --> 00:09:57.980
The first 100 is to see if

00:09:58.000 --> 00:09:58.700
you like it or not.

00:09:58.980 --> 00:09:59.440
Like, that's it.

00:10:01.240 --> 00:10:02.280
So here we go.

00:10:02.321 --> 00:10:03.480
Taylor said, Taylor,

00:10:03.640 --> 00:10:05.261
who's our podcast producer,

00:10:05.422 --> 00:10:06.361
and he was also featured in

00:10:06.381 --> 00:10:07.182
one of the first books

00:10:07.461 --> 00:10:10.722
about podcasting like 15, 17 years ago.

00:10:11.543 --> 00:10:14.563
He said that podcasts usually,

00:10:14.724 --> 00:10:15.625
the average podcast burns

00:10:15.684 --> 00:10:17.876
out between episodes 10 and 20.

00:10:17.876 --> 00:10:18.537
And then he also said

00:10:18.616 --> 00:10:19.657
consistency is everything,

00:10:19.797 --> 00:10:20.658
even podcast episodes.

00:10:20.817 --> 00:10:21.538
We know marketing.

00:10:21.778 --> 00:10:22.498
The reason why the people

00:10:22.518 --> 00:10:23.378
that are doing successful

00:10:23.457 --> 00:10:24.498
this year are the ones that

00:10:24.557 --> 00:10:26.139
did not stop marketing at

00:10:26.158 --> 00:10:26.938
the end of last year.

00:10:27.678 --> 00:10:28.479
The ones that are struggling

00:10:28.499 --> 00:10:29.259
this year are the ones that

00:10:29.298 --> 00:10:30.259
stopped marketing last year.

00:10:30.539 --> 00:10:33.480
This is simple fucking simple, simple,

00:10:33.519 --> 00:10:34.059
simple math.

00:10:34.580 --> 00:10:35.620
It is the blood of the business,

00:10:36.081 --> 00:10:36.561
essentially.

00:10:37.140 --> 00:10:37.541
What is that?

00:10:38.140 --> 00:10:39.441
It is the blood of the business.

00:10:40.062 --> 00:10:40.162
Yeah.

00:10:40.182 --> 00:10:42.042
All right, let me see.

00:10:43.793 --> 00:10:45.355
55,000 downloads all time.

00:10:45.375 --> 00:10:46.394
There we go.

00:10:46.416 --> 00:10:46.936
55,000 total downloads.

00:10:46.956 --> 00:10:47.756
That's what the number was.

00:10:48.697 --> 00:10:51.419
And we average, since we're talking data,

00:10:53.741 --> 00:10:55.302
we had 600 downloads last week.

00:10:55.322 --> 00:10:57.184
Let me just take a look.

00:10:57.264 --> 00:10:58.066
Let's take a look here.

00:10:58.865 --> 00:10:59.586
600 last week.

00:10:59.807 --> 00:11:00.727
Actually, we have trailed off.

00:11:00.748 --> 00:11:01.948
We used to average around 700.

00:11:02.370 --> 00:11:03.370
So now we're between 500 and

00:11:03.370 --> 00:11:05.152
600 episodes or downloads.

00:11:05.552 --> 00:11:06.493
And one of the things we are

00:11:06.513 --> 00:11:07.614
attributing to is people,

00:11:07.754 --> 00:11:08.554
the seasons picked up.

00:11:09.253 --> 00:11:10.474
So we used to average right

00:11:10.494 --> 00:11:11.293
between 500 and 700.

00:11:11.293 --> 00:11:12.894
In the last four weeks,

00:11:12.955 --> 00:11:15.376
we are between 450 and 500.

00:11:15.376 --> 00:11:16.258
So that's, I mean,

00:11:16.378 --> 00:11:18.099
unless someone wants to comment, well,

00:11:18.119 --> 00:11:18.739
if you're commenting,

00:11:18.759 --> 00:11:19.440
it's because you're listening.

00:11:19.460 --> 00:11:21.160
So yeah, our downloads,

00:11:21.260 --> 00:11:22.221
or people have also worked

00:11:22.240 --> 00:11:23.402
through the library,

00:11:23.422 --> 00:11:24.143
because we also get tons of

00:11:24.163 --> 00:11:26.344
downloads from previous weeks.

00:11:26.384 --> 00:11:28.485
So whether people are

00:11:29.086 --> 00:11:30.086
working through the library,

00:11:30.105 --> 00:11:31.246
because we still get, I'm looking,

00:11:31.287 --> 00:11:33.020
we still get 200

00:11:33.020 --> 00:11:35.062
about 225,

00:11:35.062 --> 00:11:36.863
240 downloads on the first seven days.

00:11:37.082 --> 00:11:40.204
So we have very consistent 220,

00:11:40.204 --> 00:11:41.904
240 people that listen

00:11:42.024 --> 00:11:44.346
every single week to our newest episode.

00:11:44.625 --> 00:11:45.446
So we, you know,

00:11:45.466 --> 00:11:46.787
we cannot thank them enough.

00:11:46.826 --> 00:11:48.628
And then looking at it in the last 30 days,

00:11:48.668 --> 00:11:50.048
we're about 350.

00:11:50.048 --> 00:11:51.389
So that means we got, you know,

00:11:52.009 --> 00:11:53.029
the always people are,

00:11:53.049 --> 00:11:55.811
we've got 250 people, 230 people rather,

00:11:56.770 --> 00:11:58.111
they're always listening, right?

00:11:58.272 --> 00:11:59.913
And then another 100 or so,

00:11:59.913 --> 00:12:01.514
125 people that will listen in the next,

00:12:01.833 --> 00:12:02.474
within the 30 days.

00:12:02.494 --> 00:12:02.573
So

00:12:03.011 --> 00:12:03.331
There we go.

00:12:03.351 --> 00:12:04.011
There's some data.

00:12:04.493 --> 00:12:05.153
Let's jump into it.

00:12:05.253 --> 00:12:08.274
Xavier, remind the audience who you are,

00:12:08.293 --> 00:12:09.174
why you're on the show,

00:12:09.754 --> 00:12:11.596
and then I'm going to let

00:12:11.635 --> 00:12:12.556
Casey take a little bit of

00:12:12.576 --> 00:12:14.777
a lead today because he

00:12:14.797 --> 00:12:15.638
wasn't here for the first half.

00:12:15.658 --> 00:12:16.778
So we heard the origin story.

00:12:16.998 --> 00:12:18.519
So give people like 30 seconds.

00:12:19.139 --> 00:12:19.899
Get them caught up to who

00:12:19.919 --> 00:12:20.740
you are and why you're here.

00:12:21.200 --> 00:12:22.061
So I'm Xavier.

00:12:22.360 --> 00:12:23.081
I'm from Venezuela.

00:12:23.581 --> 00:12:24.201
I'm a father.

00:12:24.221 --> 00:12:25.101
I'm a husband.

00:12:26.241 --> 00:12:27.243
I love marketing.

00:12:27.263 --> 00:12:30.423
I love helping people.

00:12:31.625 --> 00:12:31.804
And

00:12:32.164 --> 00:12:33.687
Yeah, that's basically what I am.

00:12:35.129 --> 00:12:37.011
There you go.

00:12:37.032 --> 00:12:38.614
And Casey, between Casey and I,

00:12:38.653 --> 00:12:39.754
Casey is by far the better

00:12:39.794 --> 00:12:41.477
marketer and enjoys it more.

00:12:41.577 --> 00:12:43.159
I love marketing because

00:12:43.200 --> 00:12:44.380
marketing is always evolving.

00:12:44.701 --> 00:12:45.101
That's why.

00:12:45.121 --> 00:12:45.243
Yep.

00:12:45.782 --> 00:12:46.922
And if you're not evolving with it,

00:12:46.961 --> 00:12:47.743
like I said last time,

00:12:47.763 --> 00:12:48.783
you're gonna get left in the dust.

00:12:49.403 --> 00:12:51.144
And that's with any business, I believe,

00:12:51.923 --> 00:12:52.804
but especially a

00:12:53.644 --> 00:12:56.186
service-based business like junk removal,

00:12:56.206 --> 00:12:58.126
because how do you stay relevant?

00:12:58.506 --> 00:12:59.606
And then the question becomes,

00:12:59.746 --> 00:13:01.008
how do you stay on top of

00:13:01.028 --> 00:13:01.788
your competition?

00:13:02.207 --> 00:13:04.109
I don't care how much money you make,

00:13:04.269 --> 00:13:05.328
competition's there.

00:13:05.789 --> 00:13:06.629
It's a real thing.

00:13:06.690 --> 00:13:09.171
It's not just, oh, I'm my own competition.

00:13:09.410 --> 00:13:10.091
That's something you tell

00:13:10.110 --> 00:13:11.932
yourself in year three and below.

00:13:12.611 --> 00:13:13.273
After year three,

00:13:13.293 --> 00:13:14.393
you have to recognize you

00:13:14.452 --> 00:13:15.933
do have real competition

00:13:16.534 --> 00:13:17.596
that could undercut you,

00:13:17.635 --> 00:13:19.017
do a better job potentially,

00:13:19.817 --> 00:13:21.158
or be there quicker.

00:13:21.759 --> 00:13:23.879
Because once you start actually booking up,

00:13:24.541 --> 00:13:25.981
it no longer becomes who's the best.

00:13:26.001 --> 00:13:27.221
Sometimes it becomes who's

00:13:27.241 --> 00:13:28.123
the most available.

00:13:29.004 --> 00:13:31.304
And that's a tricky part.

00:13:31.325 --> 00:13:31.485
Yeah,

00:13:31.524 --> 00:13:35.008
because that's the thing is having

00:13:35.048 --> 00:13:35.687
the marketing.

00:13:36.288 --> 00:13:37.809
Okay, here's a good example real quick.

00:13:37.830 --> 00:13:39.130
Xavier, this is right up your alley.

00:13:39.871 --> 00:13:41.592
There's a company local and

00:13:42.153 --> 00:13:43.153
they guarantee results

00:13:43.173 --> 00:13:44.133
within three months if you

00:13:44.192 --> 00:13:44.854
use their system.

00:13:45.514 --> 00:13:46.854
All it is is basic Google

00:13:46.994 --> 00:13:48.014
ads and Facebook ads.

00:13:48.715 --> 00:13:49.054
That's it.

00:13:49.235 --> 00:13:50.495
Everything that they do, you can do.

00:13:51.456 --> 00:13:53.176
The pro to using them is you

00:13:53.196 --> 00:13:54.476
don't have to do it yourself.

00:13:54.777 --> 00:13:56.057
You can continue business.

00:13:56.898 --> 00:13:58.597
The cons is you don't see

00:13:58.618 --> 00:13:59.619
results until after 90 days.

00:14:00.895 --> 00:14:01.836
And I'm going to tell you right now,

00:14:02.417 --> 00:14:02.876
I get it.

00:14:03.798 --> 00:14:04.938
It's the law of repetition.

00:14:05.519 --> 00:14:06.278
But in my head,

00:14:06.740 --> 00:14:07.559
if I'm going to be spending

00:14:07.639 --> 00:14:08.600
money on someone else,

00:14:08.740 --> 00:14:09.542
I need a way to hold them

00:14:09.581 --> 00:14:10.381
accountable as well.

00:14:11.283 --> 00:14:12.884
So how can I do that for a

00:14:12.943 --> 00:14:14.784
marketing agency or someone like yourself,

00:14:14.884 --> 00:14:15.325
Xavier?

00:14:16.105 --> 00:14:17.966
I hired you and you gave me

00:14:18.027 --> 00:14:20.028
some sort of quote unquote

00:14:20.067 --> 00:14:20.908
loose guarantee.

00:14:21.489 --> 00:14:22.690
How can I hold you accountable?

00:14:23.210 --> 00:14:24.030
Because everyone's human.

00:14:24.951 --> 00:14:25.631
I'm glad that you bring that

00:14:25.672 --> 00:14:27.133
up because I prepared

00:14:27.533 --> 00:14:29.313
something for you guys for the show,

00:14:30.215 --> 00:14:30.514
but I can't

00:14:30.868 --> 00:14:32.288
I don't know if I can share my screen.

00:14:34.229 --> 00:14:34.908
Do you see on the bottom

00:14:34.928 --> 00:14:35.668
where it says present?

00:14:36.249 --> 00:14:36.788
Oh, present, yeah.

00:14:37.549 --> 00:14:38.129
Share screen.

00:14:39.070 --> 00:14:39.429
All right.

00:14:39.450 --> 00:14:41.370
Let's see.

00:14:42.571 --> 00:14:44.051
Oh, thanks for the gift again, by the way,

00:14:44.171 --> 00:14:44.551
Xavier.

00:14:45.751 --> 00:14:46.272
Oh, you know what?

00:14:46.312 --> 00:14:47.072
I got a box.

00:14:47.131 --> 00:14:49.052
He sent over an awesome Tumblr.

00:14:49.773 --> 00:14:51.153
You got it with you, Case?

00:14:52.232 --> 00:14:52.972
Yeah, it's in my kitchen.

00:14:52.993 --> 00:14:54.313
Here, I'll go get it.

00:14:54.354 --> 00:14:55.913
Can you see it?

00:14:55.953 --> 00:14:56.553
Yeah, we can see it.

00:14:56.594 --> 00:14:57.174
Yeah, yeah, yeah.

00:14:57.195 --> 00:14:58.254
Awesome.

00:14:58.335 --> 00:14:59.075
All right, cool.

00:14:59.721 --> 00:14:59.941
Yeah,

00:15:00.361 --> 00:15:03.244
so essentially what we like to bring

00:15:04.384 --> 00:15:06.527
to the show is just some

00:15:07.027 --> 00:15:08.948
nuggets here for the audience.

00:15:10.250 --> 00:15:12.672
Marketing is not complicated.

00:15:13.052 --> 00:15:14.994
Sometimes we make it very complicated.

00:15:15.835 --> 00:15:19.177
It is not simple, but it's not easy,

00:15:19.778 --> 00:15:19.979
right?

00:15:20.947 --> 00:15:22.068
Sorry, it's simple, but it's not easy.

00:15:22.109 --> 00:15:22.889
It's simple, not easy.

00:15:22.929 --> 00:15:23.610
Yeah, yeah, yeah.

00:15:23.789 --> 00:15:25.511
It's simple, but it's not easy.

00:15:25.552 --> 00:15:25.652
Right,

00:15:25.672 --> 00:15:26.772
you're using the language I use in

00:15:26.792 --> 00:15:27.312
my book, right?

00:15:27.393 --> 00:15:28.052
Easy and harder,

00:15:28.092 --> 00:15:29.193
subjective while simple and

00:15:29.254 --> 00:15:31.716
complicated can be understood.

00:15:31.735 --> 00:15:33.177
So after, we'll do this, and then Casey,

00:15:33.317 --> 00:15:34.899
once we go back to all the screens,

00:15:34.918 --> 00:15:35.938
then you can show what you

00:15:35.979 --> 00:15:36.600
got for a gift.

00:15:36.940 --> 00:15:37.620
I got the same thing.

00:15:37.660 --> 00:15:39.081
I know it's on the box.

00:15:39.282 --> 00:15:40.182
I haven't opened it yet.

00:15:40.202 --> 00:15:41.823
All right, here we go.

00:15:41.844 --> 00:15:41.943
Yeah,

00:15:41.964 --> 00:15:42.985
so basically what I wanted to show

00:15:43.004 --> 00:15:44.485
you guys here is pretty

00:15:44.525 --> 00:15:45.986
much an ideal gift

00:15:46.504 --> 00:15:47.304
set up, you know,

00:15:47.325 --> 00:15:48.806
for any job removal business,

00:15:49.005 --> 00:15:51.187
or at least to showcase,

00:15:51.427 --> 00:15:52.647
to show all the buckets

00:15:52.826 --> 00:15:53.746
that we as a business owner,

00:15:53.767 --> 00:15:55.087
we need to pay attention to,

00:15:55.648 --> 00:15:56.668
because believe it or not,

00:15:56.928 --> 00:15:58.109
even though it sounds,

00:15:58.408 --> 00:15:59.749
or it looks very simple,

00:16:00.610 --> 00:16:02.269
we have to pay attention to it.

00:16:02.730 --> 00:16:03.591
We have to monitor it.

00:16:03.770 --> 00:16:04.490
We have to track it.

00:16:04.711 --> 00:16:05.772
And we have to be very

00:16:05.792 --> 00:16:06.812
effective at doing that

00:16:06.871 --> 00:16:09.052
because like Casey, he said,

00:16:09.572 --> 00:16:10.273
if we're not doing it,

00:16:10.773 --> 00:16:11.793
the competitors are doing it.

00:16:11.974 --> 00:16:13.014
So right now,

00:16:13.583 --> 00:16:16.687
It's not about the big fish, AKA big dogs,

00:16:16.866 --> 00:16:17.748
again, the small fish.

00:16:18.467 --> 00:16:19.928
Sometimes it's about the

00:16:19.948 --> 00:16:21.350
small fish being the fastest.

00:16:22.370 --> 00:16:24.212
And I think we, as a business owner,

00:16:24.232 --> 00:16:26.115
we have to adapt to all the

00:16:26.134 --> 00:16:27.075
changes and be super

00:16:27.115 --> 00:16:28.697
effective because we have

00:16:28.736 --> 00:16:31.099
to see the marketing as a whole,

00:16:31.479 --> 00:16:33.461
kind of like 20,000 views,

00:16:33.801 --> 00:16:35.542
foot view to where you can

00:16:35.602 --> 00:16:37.543
see where the traffic is coming,

00:16:38.085 --> 00:16:39.206
where the traffic is living.

00:16:39.686 --> 00:16:42.048
How can I monetize inside?

00:16:42.754 --> 00:16:44.215
So that I can get the best return.

00:16:45.034 --> 00:16:47.096
And if we can summarize this

00:16:47.416 --> 00:16:49.356
in two different marketing channels,

00:16:49.736 --> 00:16:50.798
it's very simple, right?

00:16:50.857 --> 00:16:52.038
So we have paid traffic

00:16:52.078 --> 00:16:53.558
channel and we have organic

00:16:53.578 --> 00:16:54.100
traffic channels.

00:16:54.120 --> 00:16:54.820
So that's basically the two

00:16:54.860 --> 00:16:56.081
channels that we've been in.

00:16:56.100 --> 00:16:58.201
So now we have Google ads, Facebook ads,

00:16:58.361 --> 00:16:59.642
jail ads, all that,

00:17:00.042 --> 00:17:02.323
all those are paid traffic channels.

00:17:03.264 --> 00:17:03.984
And then on the other side,

00:17:04.003 --> 00:17:05.224
we have organic traffic channels.

00:17:05.883 --> 00:17:08.204
you know, Google My Business, you know,

00:17:08.285 --> 00:17:10.266
Organic Ranking, MacPack,

00:17:10.326 --> 00:17:11.787
basically all the channels,

00:17:12.106 --> 00:17:13.788
offline marketing, jar signs,

00:17:13.827 --> 00:17:14.949
door hangers, business cards.

00:17:15.608 --> 00:17:16.789
Those are the traffics that

00:17:16.849 --> 00:17:19.330
literally fit the business

00:17:19.611 --> 00:17:21.373
as a whole in the top of the funnel,

00:17:21.613 --> 00:17:21.792
right?

00:17:21.813 --> 00:17:22.432
Yep.

00:17:23.013 --> 00:17:23.233
Now,

00:17:23.933 --> 00:17:24.835
what I would like to explain to you

00:17:24.875 --> 00:17:26.635
here is that when we are

00:17:26.736 --> 00:17:28.096
funneling these two traffic,

00:17:28.636 --> 00:17:29.576
we have to be super

00:17:29.657 --> 00:17:32.578
strategic into where we are

00:17:32.618 --> 00:17:34.200
landing that traffic or

00:17:34.240 --> 00:17:35.340
where the traffic is going to land.

00:17:35.942 --> 00:17:36.962
because it's very important.

00:17:37.482 --> 00:17:37.903
Right now,

00:17:38.824 --> 00:17:39.625
I've been having so many

00:17:39.664 --> 00:17:40.484
conversations with business

00:17:40.605 --> 00:17:41.746
owners and they're just

00:17:41.786 --> 00:17:43.106
wondering why they're making money.

00:17:43.567 --> 00:17:43.788
Man,

00:17:44.407 --> 00:17:47.029
I'm investing $2,000 per month on

00:17:47.069 --> 00:17:49.171
Google Ads and why I'm not making money?

00:17:49.892 --> 00:17:50.152
Why?

00:17:50.172 --> 00:17:51.073
I mean, what's going on?

00:17:51.732 --> 00:17:53.253
So sometimes it's not about the money,

00:17:53.755 --> 00:17:55.076
but sometimes it's about the efficiency.

00:17:55.236 --> 00:17:56.276
Like what you have,

00:17:56.477 --> 00:17:57.457
what's the setup that you have?

00:17:57.978 --> 00:18:00.358
Are you ready to collect 10,

00:18:00.358 --> 00:18:01.200
20 leads per day?

00:18:01.380 --> 00:18:02.381
If you don't pick up the phone call,

00:18:02.800 --> 00:18:03.862
chances are that you are

00:18:03.882 --> 00:18:05.442
not able to monetize that.

00:18:05.955 --> 00:18:07.076
If you don't know how to sell it,

00:18:07.557 --> 00:18:09.637
chances are that you are

00:18:09.678 --> 00:18:10.759
not able to monetize that.

00:18:11.199 --> 00:18:12.799
So it's not about just the marketing.

00:18:12.839 --> 00:18:13.099
It's not,

00:18:13.119 --> 00:18:14.500
it's not just about the budget

00:18:14.540 --> 00:18:16.241
because budgets is just

00:18:16.261 --> 00:18:18.383
something that you can kind of like,

00:18:18.403 --> 00:18:19.403
you can artificially

00:18:19.763 --> 00:18:20.765
increase your traffic,

00:18:21.404 --> 00:18:23.185
but just adjusting some

00:18:23.226 --> 00:18:25.367
patterns inside your,

00:18:25.488 --> 00:18:26.307
your marketing setup,

00:18:26.827 --> 00:18:28.409
but not essentially just about the money.

00:18:28.648 --> 00:18:30.369
Like sometimes you'd have

00:18:30.611 --> 00:18:32.751
money to invest and the

00:18:32.771 --> 00:18:33.692
result is not there.

00:18:34.373 --> 00:18:34.553
Right.

00:18:35.307 --> 00:18:38.048
So I want to show you here, a good setup,

00:18:38.288 --> 00:18:38.508
right?

00:18:38.807 --> 00:18:41.368
How it is to drive traffic effectively,

00:18:41.950 --> 00:18:43.190
but also to monetize the

00:18:43.230 --> 00:18:44.089
traffic effectively.

00:18:44.109 --> 00:18:46.151
So I did this presentation

00:18:46.191 --> 00:18:49.711
real quick for the show so that, you know,

00:18:49.811 --> 00:18:51.653
the listener can see how

00:18:52.212 --> 00:18:53.334
traffic is being funneled

00:18:53.413 --> 00:18:54.394
from the top of the funnel,

00:18:54.614 --> 00:18:55.654
organic or traffic.

00:18:56.055 --> 00:18:57.875
So in this case, let's talk about like,

00:18:58.135 --> 00:18:58.935
just put an example,

00:18:58.976 --> 00:19:00.056
like let's say that we're

00:19:00.076 --> 00:19:01.616
doing Google ads right now, right?

00:19:02.730 --> 00:19:05.352
We need to land this traffic to a place,

00:19:05.811 --> 00:19:06.011
right?

00:19:06.392 --> 00:19:08.271
We need to land this traffic to a lender,

00:19:08.811 --> 00:19:10.553
a website, a funnel, right?

00:19:11.113 --> 00:19:15.032
I'm a very big fan of landing the traffic,

00:19:15.854 --> 00:19:18.114
not in the website, but in a landing page,

00:19:18.294 --> 00:19:19.334
aka a funnel.

00:19:19.834 --> 00:19:20.835
The reason being is because

00:19:20.954 --> 00:19:24.035
if you are targeting a clean out, right?

00:19:24.914 --> 00:19:28.715
The copy, the funnel, the look, how,

00:19:28.935 --> 00:19:30.317
like what you see inside

00:19:30.356 --> 00:19:32.396
that funnel needs to be related to

00:19:33.714 --> 00:19:34.535
Clean out, right?

00:19:35.434 --> 00:19:36.695
If it's not really to clean out,

00:19:37.316 --> 00:19:38.875
you're paying for that click already.

00:19:39.276 --> 00:19:40.817
Regardless that client leave or not,

00:19:40.977 --> 00:19:41.997
you're already paying for that.

00:19:42.497 --> 00:19:44.337
So I'd rather collect the information.

00:19:44.357 --> 00:19:45.958
I'd rather engage with the client.

00:19:46.097 --> 00:19:46.978
I'd rather engage with the

00:19:47.018 --> 00:19:48.638
prospect right away within

00:19:48.659 --> 00:19:50.298
a couple of seconds by

00:19:50.338 --> 00:19:52.619
having a super nice headline, right?

00:19:53.140 --> 00:19:56.059
So in this component of landing pages,

00:19:56.461 --> 00:19:56.901
there are some

00:19:57.040 --> 00:19:58.800
controllables that the

00:19:58.820 --> 00:19:59.800
marketing team or the

00:19:59.840 --> 00:20:02.382
marketing company needs to be on top of.

00:20:03.343 --> 00:20:05.444
One of them is a sales copy, right?

00:20:06.005 --> 00:20:08.186
If you don't have an on-point sales copy,

00:20:08.207 --> 00:20:10.148
chances are the clients are

00:20:10.169 --> 00:20:11.250
going to land and they're

00:20:11.269 --> 00:20:12.450
going to be wondering like, okay,

00:20:12.651 --> 00:20:13.270
what am I here?

00:20:13.451 --> 00:20:16.273
I click for, I don't know,

00:20:16.354 --> 00:20:18.095
office cubicle removals and

00:20:18.134 --> 00:20:19.635
I'm here checking like a

00:20:19.695 --> 00:20:21.076
mattress removal.

00:20:21.357 --> 00:20:22.117
And they just exit.

00:20:22.178 --> 00:20:22.858
I mean, they don't care.

00:20:22.898 --> 00:20:26.201
They expend $10 off your budget.

00:20:26.362 --> 00:20:27.041
They don't even care.

00:20:27.742 --> 00:20:28.784
But we have to be very

00:20:28.824 --> 00:20:30.045
strategic to understand

00:20:30.065 --> 00:20:31.586
that a sales copy matters, right?

00:20:32.165 --> 00:20:32.846
Call to action.

00:20:33.990 --> 00:20:34.810
what call to action are we

00:20:34.830 --> 00:20:35.612
gonna be testing?

00:20:36.271 --> 00:20:39.874
So I remember for the last year and a half,

00:20:40.094 --> 00:20:45.896
I've been testing 355 times

00:20:46.037 --> 00:20:47.857
the same funnel just to

00:20:47.917 --> 00:20:49.278
find out after many

00:20:49.317 --> 00:20:51.199
attempts that one of the

00:20:51.219 --> 00:20:52.099
call to action that I was

00:20:52.200 --> 00:20:56.501
using was not the most effective one.

00:20:57.342 --> 00:20:57.942
So it really,

00:20:58.001 --> 00:20:59.262
sometimes it takes some data

00:20:59.603 --> 00:21:01.324
for you to understand and realize

00:21:02.910 --> 00:21:04.310
What was the call to action?

00:21:04.530 --> 00:21:06.092
Well, so check this out.

00:21:06.593 --> 00:21:07.534
Very good question.

00:21:08.173 --> 00:21:10.296
So it was survey submission

00:21:10.375 --> 00:21:11.997
or form submission, right?

00:21:12.557 --> 00:21:13.637
So here's the deal.

00:21:14.638 --> 00:21:14.940
Yes,

00:21:15.400 --> 00:21:17.561
it is the most convenient probably

00:21:18.342 --> 00:21:19.563
call to action for a client

00:21:19.643 --> 00:21:21.664
because it's not confrontational.

00:21:21.704 --> 00:21:22.925
You don't have to speak with anybody.

00:21:23.165 --> 00:21:24.126
You just submit a form

00:21:25.028 --> 00:21:26.128
because you're going to receive a quote.

00:21:26.489 --> 00:21:27.470
Yeah, correct.

00:21:27.490 --> 00:21:28.570
It's very impersonable.

00:21:29.030 --> 00:21:29.631
Impersonable?

00:21:30.031 --> 00:21:30.471
Impersonal?

00:21:31.032 --> 00:21:31.532
Impersonal?

00:21:32.078 --> 00:21:33.359
Yeah, sure.

00:21:34.000 --> 00:21:35.840
And again, if you're local, I mean, yeah,

00:21:35.921 --> 00:21:36.121
I mean,

00:21:36.141 --> 00:21:37.500
I would say also if you're one of

00:21:37.520 --> 00:21:38.201
the things that matters to

00:21:38.261 --> 00:21:38.961
us the most is that when

00:21:38.981 --> 00:21:39.823
you call our phone,

00:21:40.363 --> 00:21:41.563
we pick up and it's someone

00:21:41.583 --> 00:21:43.023
that sounds like us.

00:21:43.443 --> 00:21:43.584
Right.

00:21:43.604 --> 00:21:44.865
It's not third party.

00:21:45.085 --> 00:21:45.904
It sounds like us.

00:21:45.964 --> 00:21:47.766
It's not like even, you know, overseas,

00:21:48.046 --> 00:21:49.267
like in Wisconsin,

00:21:49.287 --> 00:21:49.946
we have a lot of Native

00:21:49.967 --> 00:21:51.127
American names like

00:21:51.288 --> 00:21:52.847
Maguanago and Kewaskum.

00:21:53.308 --> 00:21:55.329
So like when you don't know those words,

00:21:55.890 --> 00:21:57.150
like people get twitchy,

00:21:57.250 --> 00:21:59.111
like they give a shit that you care about,

00:21:59.171 --> 00:22:00.471
you know, what what it's called.

00:22:01.077 --> 00:22:03.039
hundred percent yeah and

00:22:03.119 --> 00:22:04.760
especially you know uh when

00:22:04.800 --> 00:22:06.722
it comes to mobile uh

00:22:06.762 --> 00:22:08.084
responsive versions of the

00:22:08.124 --> 00:22:08.944
websites or the landing

00:22:08.964 --> 00:22:09.806
pages it's just so

00:22:09.846 --> 00:22:11.146
important I mean these type

00:22:11.186 --> 00:22:13.028
of details like let's say

00:22:13.068 --> 00:22:14.670
you know I'm writing if I

00:22:14.690 --> 00:22:16.251
grab my phone this way my

00:22:16.332 --> 00:22:17.573
thumb is very close to the

00:22:17.613 --> 00:22:19.875
bottom of the screen of my

00:22:19.954 --> 00:22:21.737
my device so right there

00:22:21.977 --> 00:22:24.378
why not why not adding a

00:22:24.419 --> 00:22:25.380
call to action close to

00:22:27.140 --> 00:22:27.339
Right.

00:22:27.460 --> 00:22:28.441
It's interesting to bring that up.

00:22:28.661 --> 00:22:30.462
My pop socket keeps falling off.

00:22:31.324 --> 00:22:32.625
I'm too lazy to go buy a new one.

00:22:32.964 --> 00:22:33.605
And I know I'm going to get

00:22:33.665 --> 00:22:35.067
one tomorrow at Waste Expo.

00:22:35.307 --> 00:22:35.527
So, yeah,

00:22:35.728 --> 00:22:37.588
I've had to use my thumb like

00:22:37.689 --> 00:22:38.309
only the second.

00:22:38.369 --> 00:22:39.851
I have to use my second hand

00:22:39.911 --> 00:22:41.373
or hold my phone weird to

00:22:41.432 --> 00:22:42.292
use the top of my phone.

00:22:42.313 --> 00:22:43.193
That's so interesting.

00:22:43.334 --> 00:22:43.574
All right.

00:22:43.634 --> 00:22:43.914
Correct.

00:22:43.974 --> 00:22:44.375
I like it.

00:22:44.996 --> 00:22:45.175
Yeah,

00:22:45.195 --> 00:22:46.856
because we're just literally

00:22:46.997 --> 00:22:48.739
eliminating the friction so

00:22:48.778 --> 00:22:49.519
that the client doesn't

00:22:50.250 --> 00:22:51.630
Grab the phone right there.

00:22:51.769 --> 00:22:52.891
That's a call to action.

00:22:52.971 --> 00:22:54.171
All you have to do is go

00:22:54.191 --> 00:22:55.351
ahead and press that button

00:22:55.431 --> 00:22:55.770
and that's it.

00:22:56.231 --> 00:22:57.771
So yeah, to your question,

00:22:57.892 --> 00:22:58.692
the call to action we were

00:22:58.731 --> 00:23:02.113
testing for submission, very fantastic.

00:23:02.393 --> 00:23:03.693
It produced a ton of leads.

00:23:04.433 --> 00:23:04.854
Beautiful.

00:23:05.374 --> 00:23:06.713
But now the other problem

00:23:06.733 --> 00:23:07.934
that we had was the following.

00:23:08.634 --> 00:23:10.474
We were generating,

00:23:11.016 --> 00:23:11.935
just to give you a number,

00:23:11.935 --> 00:23:13.996
20 leads per day or something like that.

00:23:14.696 --> 00:23:16.176
So out of those 20 leads per day,

00:23:16.297 --> 00:23:17.257
because we were tracking,

00:23:18.397 --> 00:23:18.998
only 50% of them

00:23:20.079 --> 00:23:21.641
you were able to hop on a call with them.

00:23:22.981 --> 00:23:25.502
And now the problem is that

00:23:25.682 --> 00:23:27.163
you are paying for those leads,

00:23:27.663 --> 00:23:28.724
but they're not engaged leads.

00:23:29.585 --> 00:23:30.705
So they're just leads that

00:23:30.746 --> 00:23:31.346
they just submit the

00:23:31.365 --> 00:23:32.186
information and that's it.

00:23:32.487 --> 00:23:33.468
Yeah, you have the phone number,

00:23:33.508 --> 00:23:34.528
you can call back again,

00:23:34.548 --> 00:23:36.388
you can just do follow up and all that,

00:23:36.409 --> 00:23:37.769
but you're just literally

00:23:38.150 --> 00:23:40.010
the sale is quick.

00:23:40.030 --> 00:23:41.071
So especially for junk removal,

00:23:41.092 --> 00:23:41.791
it needs to be quick.

00:23:42.132 --> 00:23:43.593
So if a client doesn't

00:23:43.633 --> 00:23:45.233
engage with you right away,

00:23:46.035 --> 00:23:47.295
chances are they will be

00:23:47.335 --> 00:23:48.336
engaging with somebody else.

00:23:48.854 --> 00:23:49.634
like another company.

00:23:49.875 --> 00:23:50.375
They're talking with

00:23:50.394 --> 00:23:53.036
somebody else right now.

00:23:53.076 --> 00:23:55.116
When your phone rings, when you pick it up,

00:23:55.978 --> 00:23:56.438
you're good.

00:23:56.698 --> 00:23:57.698
When you don't pick it up,

00:23:57.758 --> 00:23:58.499
you're already dead.

00:23:58.519 --> 00:23:58.499
100%.

00:24:01.240 --> 00:24:04.402
Now, I will say, going into that,

00:24:05.241 --> 00:24:06.042
the one thing that I have

00:24:06.103 --> 00:24:07.863
seen now that I actually like a lot,

00:24:08.223 --> 00:24:09.503
because I am a texter.

00:24:10.565 --> 00:24:12.365
Andy doesn't like answering

00:24:12.385 --> 00:24:13.066
the phone when I call.

00:24:13.105 --> 00:24:13.705
He's an asshole.

00:24:13.806 --> 00:24:14.787
So he likes to text me,

00:24:14.886 --> 00:24:15.926
I'll call you right back in

00:24:15.946 --> 00:24:16.688
the next year or two.

00:24:17.721 --> 00:24:20.702
Yeah,

00:24:21.363 --> 00:24:23.743
the one thing I will say this from

00:24:23.824 --> 00:24:25.085
tracking all of our customers,

00:24:25.785 --> 00:24:26.305
they're on their damn

00:24:26.384 --> 00:24:27.266
phones most of the time

00:24:27.306 --> 00:24:28.246
when they even look up a

00:24:28.266 --> 00:24:29.067
junk removal company.

00:24:29.586 --> 00:24:31.988
So why not send them a follow-up text?

00:24:32.008 --> 00:24:33.368
Hey, we missed your call.

00:24:33.388 --> 00:24:34.970
We're sorry or whatever.

00:24:35.430 --> 00:24:37.631
Let us know real quick what this is about.

00:24:37.671 --> 00:24:38.371
What's it regarding?

00:24:38.932 --> 00:24:39.612
What do you have?

00:24:39.692 --> 00:24:41.232
Because now you have bots

00:24:41.373 --> 00:24:42.353
and it goes right into what

00:24:42.373 --> 00:24:42.833
you're saying.

00:24:43.413 --> 00:24:44.213
And that's how you don't

00:24:44.354 --> 00:24:45.714
lose that potential customer.

00:24:46.558 --> 00:24:48.799
lead because you're

00:24:48.859 --> 00:24:49.881
following up like hey I

00:24:49.921 --> 00:24:50.780
missed your call I'm on the

00:24:50.800 --> 00:24:51.561
other line you don't have

00:24:51.582 --> 00:24:52.701
to say we missed it hey

00:24:52.741 --> 00:24:53.923
right now the president's

00:24:53.942 --> 00:24:55.002
on the phone I can't stop

00:24:55.222 --> 00:24:56.163
talking to him I'm sorry

00:24:56.844 --> 00:24:58.605
but you're still important

00:24:58.625 --> 00:24:59.726
to us so I'm just going to

00:24:59.766 --> 00:25:01.165
text you stumbling

00:25:01.365 --> 00:25:02.646
stumbling and mumbling joe

00:25:02.906 --> 00:25:04.087
my pot yeah I just set my

00:25:04.127 --> 00:25:05.568
phone down I set my phone

00:25:05.588 --> 00:25:06.729
down I'm gonna put my uh

00:25:07.288 --> 00:25:08.769
pop sack it broke you you

00:25:08.809 --> 00:25:09.691
know what it is there's the

00:25:09.730 --> 00:25:11.592
issue why I have a I have a

00:25:11.632 --> 00:25:12.271
drawer full of

00:25:14.365 --> 00:25:14.765
Come on.

00:25:15.085 --> 00:25:16.586
What does it say?

00:25:17.705 --> 00:25:19.046
Build back better and then fall off?

00:25:19.086 --> 00:25:19.705
Is that what it said?

00:25:19.726 --> 00:25:24.747
It says goarmy.com backslash reserve.

00:25:25.106 --> 00:25:28.428
Built by the lowest bidder possible.

00:25:28.708 --> 00:25:29.468
Go Army Reserve.

00:25:30.688 --> 00:25:32.387
PopSockets only have one function,

00:25:32.909 --> 00:25:33.449
but it doesn't work.

00:25:33.989 --> 00:25:35.528
I have to put it back together.

00:25:36.288 --> 00:25:37.269
I'm going to get a

00:25:37.328 --> 00:25:38.569
nothing-wasted PopSocket

00:25:38.769 --> 00:25:40.809
tomorrow from the Nothing-Wasted Podcast.

00:25:41.696 --> 00:25:42.417
Brought to you by the

00:25:42.458 --> 00:25:44.118
National Waste and Recycling Association.

00:25:44.999 --> 00:25:45.358
Anyways.

00:25:45.980 --> 00:25:47.361
But I will say the texting

00:25:47.421 --> 00:25:49.301
aspect is what I use in that case,

00:25:49.741 --> 00:25:50.242
Xavier.

00:25:50.323 --> 00:25:50.843
Yeah.

00:25:50.942 --> 00:25:52.144
I 100% believe in that.

00:25:52.723 --> 00:25:52.864
Yep.

00:25:53.003 --> 00:25:53.845
Yeah.

00:25:53.865 --> 00:25:53.845
100%.

00:25:54.085 --> 00:25:56.767
So actually, you know, talking about text,

00:25:57.426 --> 00:25:57.727
by the way,

00:25:57.747 --> 00:25:59.567
that's a great call to action

00:25:59.587 --> 00:26:00.489
that a few people, you know,

00:26:01.015 --> 00:26:04.155
They're not, you know, executing lately.

00:26:04.576 --> 00:26:05.856
Or because they're at work.

00:26:06.517 --> 00:26:07.477
A lot of people call this at

00:26:07.497 --> 00:26:08.596
work and you may miss their

00:26:08.636 --> 00:26:09.518
call and you call them back.

00:26:09.698 --> 00:26:10.258
They don't answer.

00:26:10.637 --> 00:26:11.377
Sorry, I was back at work.

00:26:11.417 --> 00:26:13.199
I had a 15 minute vape break

00:26:13.219 --> 00:26:13.959
or whatever the fuck.

00:26:14.338 --> 00:26:15.920
Now you can actually get a

00:26:15.980 --> 00:26:17.660
job through texting.

00:26:18.961 --> 00:26:19.921
It's very convenient for the

00:26:19.941 --> 00:26:20.941
client because at the same

00:26:20.980 --> 00:26:22.402
time it's convenient for

00:26:22.442 --> 00:26:23.382
the company because they're

00:26:23.461 --> 00:26:26.103
changing just the phone number, which,

00:26:26.123 --> 00:26:26.343
you know,

00:26:26.383 --> 00:26:28.003
now you can transact with the client.

00:26:29.423 --> 00:26:31.203
So, yeah, so, and, you know,

00:26:31.263 --> 00:26:33.066
talking about some aspects

00:26:33.105 --> 00:26:34.287
here from the landing pages

00:26:34.727 --> 00:26:35.788
for junk removal company,

00:26:36.228 --> 00:26:37.328
some basic stuff that we

00:26:37.348 --> 00:26:39.770
need to be on top of it is stay curious.

00:26:40.230 --> 00:26:40.471
Why?

00:26:40.652 --> 00:26:42.393
Because it's not about

00:26:42.532 --> 00:26:43.733
setting the landing page

00:26:43.773 --> 00:26:44.434
and forget about it.

00:26:45.454 --> 00:26:47.797
Just because it generates 10 leads today,

00:26:48.238 --> 00:26:49.038
it doesn't mean that it

00:26:49.057 --> 00:26:50.519
cannot generate 20 tomorrow.

00:26:51.180 --> 00:26:53.221
So how we can be efficient,

00:26:53.401 --> 00:26:54.903
because if we're competing

00:26:54.982 --> 00:26:56.544
against big corporations,

00:26:56.973 --> 00:26:58.454
that they have budget, they have money,

00:26:58.474 --> 00:27:00.175
they have power, especially money.

00:27:01.155 --> 00:27:03.798
So we have to play on the other field,

00:27:03.837 --> 00:27:05.338
which is be more effective

00:27:06.159 --> 00:27:07.079
because they are not perfect.

00:27:08.020 --> 00:27:09.862
I can tell you firsthand,

00:27:10.122 --> 00:27:10.821
they're not perfect.

00:27:11.803 --> 00:27:14.723
So we have to perfect our system as we go,

00:27:14.984 --> 00:27:15.164
right?

00:27:15.684 --> 00:27:17.425
So stay curious because

00:27:17.506 --> 00:27:19.027
sometimes the headline that

00:27:19.047 --> 00:27:19.807
you're using right now

00:27:20.048 --> 00:27:21.387
might not be the best one

00:27:21.468 --> 00:27:22.808
or might be very effective,

00:27:23.148 --> 00:27:23.750
but not the best one.

00:27:24.298 --> 00:27:24.577
right now.

00:27:24.938 --> 00:27:26.659
So all we have to do is keep testing,

00:27:26.939 --> 00:27:27.838
keep testing the headline,

00:27:27.858 --> 00:27:29.598
keep testing the colors of your button,

00:27:29.638 --> 00:27:30.719
keep testing the

00:27:30.759 --> 00:27:32.519
positioning of your call to action.

00:27:32.559 --> 00:27:34.099
If it's at the bottom, if it's at the top,

00:27:34.420 --> 00:27:35.019
if it's in the middle.

00:27:35.839 --> 00:27:37.721
So those aspects really

00:27:37.760 --> 00:27:39.480
matter for the new generation.

00:27:40.000 --> 00:27:40.961
And you have to get obsessed

00:27:41.082 --> 00:27:41.981
with the client behavior.

00:27:42.422 --> 00:27:42.662
Why?

00:27:43.221 --> 00:27:44.662
Because we're talking about

00:27:44.721 --> 00:27:47.442
here a journey where you

00:27:47.462 --> 00:27:49.083
are convincing one client

00:27:49.143 --> 00:27:50.443
from being cold traffic,

00:27:50.784 --> 00:27:52.124
not to engage with your services.

00:27:52.554 --> 00:27:54.214
to change their information

00:27:54.275 --> 00:27:55.676
so that you can sell the services.

00:27:56.076 --> 00:27:58.338
So you have to get obsessed

00:27:58.459 --> 00:28:00.560
with their behavior.

00:28:01.040 --> 00:28:02.241
And of course you have to do

00:28:02.662 --> 00:28:04.723
very good copywriting because like I said,

00:28:04.903 --> 00:28:06.746
it's very, very important,

00:28:06.766 --> 00:28:07.886
especially for lead generation.

00:28:09.468 --> 00:28:11.169
The benefits that you can

00:28:11.209 --> 00:28:13.351
get out of all of this is

00:28:13.570 --> 00:28:15.593
you can get more leads for

00:28:15.653 --> 00:28:16.673
less money invested.

00:28:17.314 --> 00:28:18.055
Because like I said,

00:28:18.655 --> 00:28:20.116
let's say right now you are

00:28:20.176 --> 00:28:20.876
receiving 10 leads

00:28:21.856 --> 00:28:23.257
out of those 10 clicks.

00:28:24.077 --> 00:28:25.298
And because you are

00:28:25.317 --> 00:28:26.397
receiving those 10 leads

00:28:26.478 --> 00:28:28.058
doesn't mean that you receive 10 clicks.

00:28:28.358 --> 00:28:29.519
Let's say you received 20

00:28:29.519 --> 00:28:31.880
clicks and those 10 clicks, they left.

00:28:32.579 --> 00:28:33.500
But what about if you're

00:28:33.540 --> 00:28:34.780
super efficient and then

00:28:35.000 --> 00:28:36.701
now you're capitalizing on

00:28:36.741 --> 00:28:37.942
those 10 clicks that they

00:28:38.241 --> 00:28:39.122
were supposed to leave in,

00:28:39.803 --> 00:28:40.803
but they stay with you just

00:28:40.823 --> 00:28:41.843
because they were engaged

00:28:41.863 --> 00:28:42.682
with your landing pages.

00:28:43.483 --> 00:28:44.723
So it's very important.

00:28:44.743 --> 00:28:45.804
Sometimes it's not about

00:28:46.203 --> 00:28:47.085
increasing the budget,

00:28:47.845 --> 00:28:50.425
but tying the things that

00:28:50.445 --> 00:28:51.086
we already have.

00:28:54.378 --> 00:28:56.220
So the other stage is that

00:28:56.740 --> 00:28:57.662
once you receive the lead

00:28:58.001 --> 00:28:58.643
through the lender,

00:28:59.042 --> 00:29:00.765
either a phone call or a survey,

00:29:00.924 --> 00:29:01.684
let's say it's a phone call,

00:29:01.704 --> 00:29:02.465
which is one of the most

00:29:02.506 --> 00:29:04.627
efficient call to actions

00:29:04.728 --> 00:29:05.489
for any business,

00:29:05.769 --> 00:29:07.089
especially because they're engaged.

00:29:07.109 --> 00:29:08.892
It's an outlet.

00:29:09.251 --> 00:29:10.472
You have the client,

00:29:10.753 --> 00:29:11.775
the motions right there.

00:29:12.275 --> 00:29:12.935
All you have to do is go

00:29:12.955 --> 00:29:13.496
ahead and sell it.

00:29:13.896 --> 00:29:14.217
Simple.

00:29:14.737 --> 00:29:16.378
It sounds super complicated sometimes.

00:29:17.000 --> 00:29:18.661
We overcomplicate the stuff,

00:29:18.681 --> 00:29:20.602
but all they want is for

00:29:20.642 --> 00:29:21.762
somebody to listen to.

00:29:22.462 --> 00:29:24.404
And you have the help,

00:29:24.464 --> 00:29:25.644
you have the resources,

00:29:26.226 --> 00:29:26.905
they have the need,

00:29:27.385 --> 00:29:28.186
and you have to match it.

00:29:28.686 --> 00:29:28.967
That's it.

00:29:30.387 --> 00:29:32.869
So one thing that I've been

00:29:32.930 --> 00:29:35.131
noticing in the space is

00:29:35.171 --> 00:29:38.292
that a lot of people that

00:29:38.532 --> 00:29:39.913
are doing lead generation,

00:29:40.094 --> 00:29:40.854
a lot of companies,

00:29:40.954 --> 00:29:42.335
a lot of marketers doing

00:29:42.375 --> 00:29:43.215
lead generation right now,

00:29:43.951 --> 00:29:46.472
they're not doing a lead distribution.

00:29:46.893 --> 00:29:48.433
What I mean by lead distribution is that,

00:29:48.795 --> 00:29:50.135
remember when we were landing,

00:29:50.655 --> 00:29:51.957
that client in that lander,

00:29:51.977 --> 00:29:53.198
in that funnel, they click.

00:29:53.878 --> 00:29:55.000
So what about if that click

00:29:55.019 --> 00:29:56.820
was a organic traffic?

00:29:57.080 --> 00:29:58.582
What about if it's paid traffic?

00:29:58.622 --> 00:29:59.742
Like, why does it matter?

00:30:00.584 --> 00:30:01.845
So to me,

00:30:02.085 --> 00:30:03.846
it matters because if you don't

00:30:03.885 --> 00:30:05.647
know where your leads are coming from,

00:30:06.396 --> 00:30:07.317
Chances are that you don't

00:30:07.357 --> 00:30:08.598
know where to apply the

00:30:08.659 --> 00:30:10.440
fire or where to double

00:30:10.480 --> 00:30:14.383
down on those lead channels, right?

00:30:14.462 --> 00:30:18.726
We harp on that in this show, right?

00:30:18.766 --> 00:30:22.148
I was terrible at it for a long time.

00:30:23.470 --> 00:30:24.430
As of last week,

00:30:24.530 --> 00:30:31.973
we have a 99.1% lead capture on –

00:30:31.973 --> 00:30:33.434
on invoiced jobs, right?

00:30:33.474 --> 00:30:34.655
Jobs where we closed them.

00:30:35.135 --> 00:30:36.757
We still have a gap when it

00:30:36.797 --> 00:30:43.300
comes to jobs or, you know, leads, right?

00:30:43.320 --> 00:30:44.082
Because sometimes you talk

00:30:44.102 --> 00:30:44.662
to somebody and they don't

00:30:44.682 --> 00:30:45.442
tell you and then you never

00:30:45.482 --> 00:30:45.962
talk to them again.

00:30:46.423 --> 00:30:48.265
So I will say we have a 99%

00:30:48.265 --> 00:30:51.205
close ratio on jobs that actually close.

00:30:51.527 --> 00:30:54.167
And I used to monitor both.

00:30:54.729 --> 00:30:56.210
And now I would love to hear your take,

00:30:56.309 --> 00:30:56.710
Xavier.

00:30:57.750 --> 00:30:59.632
How important is it to

00:30:59.711 --> 00:31:00.571
monitor where your leads

00:31:00.612 --> 00:31:01.393
are not coming from?

00:31:02.522 --> 00:31:02.742
Well,

00:31:03.323 --> 00:31:05.784
it is as important as why or where

00:31:05.824 --> 00:31:06.503
they're coming from,

00:31:07.224 --> 00:31:08.424
because here's the deal.

00:31:09.184 --> 00:31:10.266
If you're not tracking that.

00:31:11.705 --> 00:31:13.547
I'm saying the customers, I'm saying,

00:31:13.807 --> 00:31:15.827
I'm saying the customers that do not buy.

00:31:16.367 --> 00:31:18.028
Do you track that data?

00:31:18.769 --> 00:31:19.028
Of course.

00:31:19.229 --> 00:31:19.769
Yeah.

00:31:20.189 --> 00:31:20.729
And that's something that

00:31:20.769 --> 00:31:21.730
we're going to get here in

00:31:21.750 --> 00:31:22.369
the sales process.

00:31:22.769 --> 00:31:22.990
Okay.

00:31:23.150 --> 00:31:23.329
All right.

00:31:23.970 --> 00:31:26.111
So for example, for the lead distribution,

00:31:26.151 --> 00:31:26.431
right?

00:31:26.490 --> 00:31:28.511
So we need to start tracking those leads.

00:31:29.082 --> 00:31:29.761
And it's simple,

00:31:29.781 --> 00:31:31.103
so we don't have to overcomplicate it.

00:31:31.123 --> 00:31:32.522
Yeah, we have Google My Business,

00:31:32.563 --> 00:31:34.883
we have Jail, we have Nextdoor, I mean,

00:31:34.923 --> 00:31:37.263
we have Facebook ads or Facebook posts,

00:31:37.284 --> 00:31:37.584
whatever.

00:31:37.743 --> 00:31:38.683
So whatever we're doing,

00:31:39.444 --> 00:31:41.005
they separate in two branches.

00:31:41.025 --> 00:31:43.046
So paid traffic, organic traffic.

00:31:43.385 --> 00:31:43.925
All we have to do is

00:31:44.086 --> 00:31:47.727
separate those two traffic 100%.

00:31:47.727 --> 00:31:49.586
Or as perfect as possible.

00:31:49.826 --> 00:31:51.968
Because it's not 100% perfect,

00:31:52.127 --> 00:31:54.548
but you can get to a good level.

00:31:55.348 --> 00:31:55.528
Right?

00:31:56.048 --> 00:31:56.749
So when you are

00:31:57.441 --> 00:31:58.821
tracking the lead distribution.

00:31:58.902 --> 00:32:00.423
There are multiple tools that you can use,

00:32:00.482 --> 00:32:01.303
and I have them here,

00:32:01.663 --> 00:32:02.743
all the tools that you can use.

00:32:02.963 --> 00:32:03.384
For example,

00:32:03.463 --> 00:32:04.805
one tool that you can utilize

00:32:04.845 --> 00:32:05.964
for your business is Hotspot.

00:32:06.465 --> 00:32:08.326
They have great resources

00:32:08.406 --> 00:32:09.666
where you can literally

00:32:09.686 --> 00:32:10.988
start tracking your lead

00:32:11.008 --> 00:32:12.848
distribution using that

00:32:12.868 --> 00:32:13.689
particular platform.

00:32:13.749 --> 00:32:14.190
High level,

00:32:14.210 --> 00:32:15.569
that's something that actually

00:32:15.650 --> 00:32:16.570
we're currently using.

00:32:16.971 --> 00:32:17.730
Google Analytics,

00:32:18.352 --> 00:32:19.451
and literally spreadsheet,

00:32:20.053 --> 00:32:21.413
as simple as it sounds, right?

00:32:21.993 --> 00:32:24.674
So while tracking the leads,

00:32:25.256 --> 00:32:27.176
Can I say one thing about analytics,

00:32:27.257 --> 00:32:27.498
though?

00:32:27.518 --> 00:32:30.839
I would recommend getting

00:32:30.880 --> 00:32:31.900
with someone who knows the

00:32:31.941 --> 00:32:33.221
way around Google Analytics

00:32:33.922 --> 00:32:35.403
because it can be very overwhelming.

00:32:36.123 --> 00:32:36.323
Yeah.

00:32:36.864 --> 00:32:38.464
If you're not used to that information,

00:32:38.505 --> 00:32:39.345
especially with a lot of

00:32:39.425 --> 00:32:40.365
raw data and how to

00:32:40.766 --> 00:32:42.287
navigate through the different hurdles.

00:32:43.268 --> 00:32:44.229
And also the person that

00:32:44.288 --> 00:32:45.128
evaluates your Google

00:32:45.148 --> 00:32:46.190
Analytics cannot be the

00:32:46.230 --> 00:32:47.151
person that's selling you.

00:32:49.053 --> 00:32:50.513
because, right?

00:32:50.814 --> 00:32:51.354
Oh, yeah.

00:32:51.374 --> 00:32:52.315
This looks pretty bad.

00:32:52.355 --> 00:32:52.815
You need me.

00:32:52.914 --> 00:32:55.356
I remember there's 12 boxes.

00:32:55.876 --> 00:32:57.458
On the Google Analytics, there's 12 boxes,

00:32:57.978 --> 00:32:58.159
right?

00:32:58.358 --> 00:33:01.099
And it's like 333 or 444, rather.

00:33:01.661 --> 00:33:03.501
And all I gave a shit about

00:33:03.662 --> 00:33:04.722
was customer acquisition cost.

00:33:05.002 --> 00:33:07.023
How many dollars versus phone, right?

00:33:07.044 --> 00:33:07.785
Because they're like, oh,

00:33:07.825 --> 00:33:09.425
number of impressions, number of clicks,

00:33:09.865 --> 00:33:13.028
number of retargeting.

00:33:13.228 --> 00:33:14.729
I'm like, I don't give a fuck, dude.

00:33:14.848 --> 00:33:15.529
I don't care.

00:33:15.549 --> 00:33:16.170
And then...

00:33:18.685 --> 00:33:21.347
So for months, I kept hearing, oh, this.

00:33:21.387 --> 00:33:22.628
And I'm like, I don't fucking care.

00:33:22.909 --> 00:33:24.029
Now, I don't look at any of that shit.

00:33:24.049 --> 00:33:24.589
I just look at how many

00:33:24.630 --> 00:33:26.151
dollars we spent against

00:33:26.191 --> 00:33:27.211
how many jobs we got.

00:33:28.653 --> 00:33:29.413
And then I look at the

00:33:29.472 --> 00:33:30.493
average cost of the job.

00:33:31.654 --> 00:33:32.935
So yes, Google Analytics,

00:33:33.715 --> 00:33:34.896
have someone that you're

00:33:34.916 --> 00:33:36.258
not paying to do Google

00:33:36.617 --> 00:33:37.519
actually tell you what's going on.

00:33:37.798 --> 00:33:39.740
And then I will argue all

00:33:39.799 --> 00:33:41.480
that fucking matters is

00:33:41.922 --> 00:33:43.782
your customer acquisition per campaign.

00:33:43.982 --> 00:33:44.722
Because I've had some

00:33:44.762 --> 00:33:45.503
campaigns that get 100,000

00:33:45.503 --> 00:33:45.903
impressions per

00:33:47.461 --> 00:33:47.641
Right.

00:33:48.020 --> 00:33:48.882
And it cost me $300 a lead.

00:33:48.902 --> 00:33:50.462
And I have another one that

00:33:50.502 --> 00:33:51.963
has 10,000 impressions and

00:33:51.983 --> 00:33:53.484
it gives me $40 a lead.

00:33:53.924 --> 00:33:54.066
Right.

00:33:54.105 --> 00:33:55.626
Because the impression, like if anything,

00:33:55.767 --> 00:33:56.787
that one with a high

00:33:56.826 --> 00:33:57.887
impression and low close

00:33:57.907 --> 00:33:59.429
rate sucks because now

00:33:59.469 --> 00:34:00.190
we're targeting a bunch of

00:34:00.210 --> 00:34:01.470
people that aren't turned on.

00:34:01.750 --> 00:34:02.030
I want,

00:34:02.050 --> 00:34:03.352
I want to be like you talked about

00:34:03.372 --> 00:34:03.612
earlier.

00:34:04.008 --> 00:34:07.369
Be obsessed in the behavior of the client.

00:34:07.410 --> 00:34:07.569
Actually,

00:34:07.590 --> 00:34:08.550
I see it right at the top of the screen.

00:34:08.570 --> 00:34:09.692
Be obsessed with that behavior.

00:34:10.052 --> 00:34:11.592
And I typically,

00:34:11.693 --> 00:34:13.635
even when it comes to closed jobs,

00:34:13.735 --> 00:34:14.916
I really only focus on

00:34:14.936 --> 00:34:15.775
people that buy from me.

00:34:16.016 --> 00:34:17.097
I don't even really focus on

00:34:17.117 --> 00:34:18.077
the people that do not buy

00:34:18.117 --> 00:34:19.458
from me because I'm not

00:34:19.478 --> 00:34:20.219
trying to convince them.

00:34:20.259 --> 00:34:21.360
Just like that fucking guy

00:34:21.400 --> 00:34:23.340
that talks shit on Facebook.

00:34:23.360 --> 00:34:25.322
It's like, cool, not our guy, right?

00:34:26.210 --> 00:34:27.231
we can agree on the facts.

00:34:27.411 --> 00:34:28.092
And then beyond that,

00:34:28.172 --> 00:34:28.891
I'm not going to convince

00:34:28.911 --> 00:34:29.612
the guy to listen to our

00:34:29.632 --> 00:34:30.773
show or the people that

00:34:30.793 --> 00:34:32.434
think I talk too much or the fact that,

00:34:32.454 --> 00:34:32.653
you know,

00:34:32.893 --> 00:34:34.114
like whatever shit you got to say, like,

00:34:34.155 --> 00:34:36.054
cool, you're not my customer.

00:34:36.275 --> 00:34:37.695
So I'm not going to consider

00:34:38.175 --> 00:34:39.317
your thoughts versus

00:34:39.336 --> 00:34:40.077
someone that listens to the

00:34:40.117 --> 00:34:40.876
episodes and gives us

00:34:40.916 --> 00:34:42.177
feedback versus someone

00:34:42.197 --> 00:34:43.097
that actually takes on our

00:34:43.137 --> 00:34:44.378
services and gives us feedback.

00:34:44.719 --> 00:34:45.978
That's the person I give a shit about.

00:34:46.659 --> 00:34:46.880
You know,

00:34:46.920 --> 00:34:49.280
the person that the high end

00:34:49.300 --> 00:34:50.581
steak joint doesn't ask the

00:34:50.621 --> 00:34:51.282
person that goes into

00:34:51.322 --> 00:34:52.242
McDonald's what they think

00:34:52.282 --> 00:34:53.242
about their fucking steak joint,

00:34:53.742 --> 00:34:54.322
not their customer.

00:34:57.119 --> 00:34:58.400
Got my rant.

00:34:58.960 --> 00:35:01.061
Also, the hotel is doing work right now.

00:35:02.342 --> 00:35:03.724
Well, I got the air time.

00:35:04.264 --> 00:35:05.224
The hotel is doing work,

00:35:05.364 --> 00:35:06.204
so there's no water.

00:35:07.065 --> 00:35:08.085
And I drank all my water.

00:35:08.206 --> 00:35:09.206
And I drank my water bottles.

00:35:09.586 --> 00:35:10.867
And I went to make a pot of coffee.

00:35:11.387 --> 00:35:12.108
And there was no water to

00:35:12.128 --> 00:35:13.009
make my pot of coffee.

00:35:13.389 --> 00:35:14.210
And there was no decaf

00:35:14.230 --> 00:35:14.990
coffee downstairs in the

00:35:15.030 --> 00:35:16.291
marketplace thing.

00:35:16.672 --> 00:35:17.112
Oh, man.

00:35:18.873 --> 00:35:20.213
Hilton Grand Vacations.

00:35:21.715 --> 00:35:22.534
The room is great.

00:35:22.655 --> 00:35:22.954
I got the...

00:35:24.266 --> 00:35:25.427
You know, I got the living room.

00:35:25.467 --> 00:35:26.827
I got a full kitchen right here.

00:35:27.088 --> 00:35:27.789
Great bathroom.

00:35:27.809 --> 00:35:28.289
I got a tub.

00:35:28.329 --> 00:35:29.369
I took a bath last night.

00:35:29.690 --> 00:35:31.030
I take like three baths a year.

00:35:31.090 --> 00:35:32.132
And I realized why I took one.

00:35:32.371 --> 00:35:33.092
I was like, this is stupid.

00:35:33.132 --> 00:35:34.474
I'm just like sitting here

00:35:34.534 --> 00:35:35.454
sweating because I'm hot.

00:35:35.815 --> 00:35:36.494
And I went and took a shower

00:35:36.514 --> 00:35:36.896
and went to bed.

00:35:37.976 --> 00:35:39.197
Nice, big, keen-sized bed.

00:35:39.458 --> 00:35:39.777
Great.

00:35:40.197 --> 00:35:41.518
I'm sure once the water turns back on,

00:35:41.559 --> 00:35:42.300
I'll be happy again.

00:35:42.679 --> 00:35:43.380
I'm letting you guys know

00:35:43.420 --> 00:35:44.101
I'm going to get parsed.

00:35:44.360 --> 00:35:45.641
Is that your wife?

00:35:45.681 --> 00:35:46.182
What is she doing?

00:35:46.222 --> 00:35:46.842
What is Monica doing?

00:35:47.304 --> 00:35:47.824
What are we doing here?

00:35:48.925 --> 00:35:49.744
Writing stuff down.

00:35:50.346 --> 00:35:51.106
What kind of operation are

00:35:51.126 --> 00:35:51.507
we running here?

00:35:51.527 --> 00:35:52.166
Oh, two whiteboards.

00:35:52.186 --> 00:35:53.047
You got two whiteboards now?

00:35:53.822 --> 00:35:54.563
Can she get her own whiteboard?

00:35:54.603 --> 00:35:55.463
Yeah, one for her, one for me.

00:35:56.784 --> 00:35:57.403
Golly.

00:35:57.503 --> 00:35:58.224
This one's mine.

00:35:58.244 --> 00:35:59.965
That one's hers.

00:36:00.405 --> 00:36:00.844
Very blank.

00:36:01.065 --> 00:36:02.905
A lot of opportunity for open canvas.

00:36:02.965 --> 00:36:03.885
All right.

00:36:04.045 --> 00:36:05.186
Now that we had this short

00:36:06.447 --> 00:36:09.166
break with our unofficial sponsor,

00:36:09.186 --> 00:36:10.467
Hill Grand Vacations,

00:36:10.547 --> 00:36:12.608
let's get back to the flow chart.

00:36:13.708 --> 00:36:13.929
Yes.

00:36:14.409 --> 00:36:17.469
So, yeah, talking about the distribution.

00:36:18.708 --> 00:36:19.889
It's really important

00:36:19.909 --> 00:36:21.210
because this is one thing

00:36:21.269 --> 00:36:22.309
that people don't talk about,

00:36:22.530 --> 00:36:23.851
but it keeps the marketing

00:36:23.891 --> 00:36:24.570
team accountable.

00:36:25.550 --> 00:36:24.570
100%.

00:36:26.610 --> 00:36:26.871
Why?

00:36:27.452 --> 00:36:30.313
It's not the same, hey, I'm making money,

00:36:31.273 --> 00:36:32.992
but is it through your

00:36:33.112 --> 00:36:34.693
effort or through my effort?

00:36:35.434 --> 00:36:36.974
Because if it's through my effort,

00:36:37.474 --> 00:36:38.215
why am I paying you?

00:36:39.135 --> 00:36:39.315
Yeah.

00:36:39.996 --> 00:36:40.936
So you have to expose.

00:36:40.956 --> 00:36:41.856
So this is something that

00:36:41.936 --> 00:36:44.836
expose any marketing agency

00:36:45.056 --> 00:36:46.077
or any company that is

00:36:46.117 --> 00:36:46.938
doing regeneration.

00:36:48.432 --> 00:36:50.134
And I'm not saying this just

00:36:50.153 --> 00:36:51.534
to point at people or nothing.

00:36:51.594 --> 00:36:54.155
No, it's just that in the industry,

00:36:54.416 --> 00:36:56.217
we need to be transparent, right?

00:36:56.577 --> 00:36:57.038
And we need to be

00:36:57.057 --> 00:36:58.057
transparent with the

00:36:58.077 --> 00:37:00.099
clients because they are

00:37:00.119 --> 00:37:01.760
the ones that exchange the money.

00:37:02.300 --> 00:37:03.201
They put their trust.

00:37:03.880 --> 00:37:05.842
And this is something that as a marketer,

00:37:07.063 --> 00:37:08.083
it's something that we need to honor,

00:37:08.364 --> 00:37:08.563
right?

00:37:09.414 --> 00:37:10.815
This is this many leads that

00:37:10.855 --> 00:37:12.135
I'm bringing to you through

00:37:12.195 --> 00:37:13.376
pay advertising because I'm

00:37:13.396 --> 00:37:14.336
doing your pay advertising.

00:37:14.657 --> 00:37:15.918
But this many leads is

00:37:15.938 --> 00:37:16.759
coming through organic

00:37:16.778 --> 00:37:17.679
traffic because you've been

00:37:17.719 --> 00:37:19.820
doing your freaking job amazingly.

00:37:20.481 --> 00:37:21.382
And that's something that

00:37:21.842 --> 00:37:23.782
literally I'm super

00:37:23.862 --> 00:37:24.923
obsessed about because

00:37:25.864 --> 00:37:26.985
before being a marketer,

00:37:27.846 --> 00:37:29.547
I was burned by marketing companies.

00:37:30.327 --> 00:37:33.050
So I know exactly how it

00:37:33.070 --> 00:37:35.050
feels like to pay and pay

00:37:35.110 --> 00:37:36.452
and pay and not get any results.

00:37:38.273 --> 00:37:38.333
Yep.

00:37:39.625 --> 00:37:43.067
So after the lead distribution,

00:37:43.148 --> 00:37:44.128
and we understand where the

00:37:44.148 --> 00:37:44.889
lead's coming from,

00:37:45.389 --> 00:37:46.849
that lead hasn't been here

00:37:46.889 --> 00:37:47.530
on the call yet.

00:37:47.670 --> 00:37:48.972
So we're just distributing the leads.

00:37:49.552 --> 00:37:51.112
Okay, now it's time to get on the call,

00:37:51.373 --> 00:37:51.594
right?

00:37:52.233 --> 00:37:52.793
So basically the

00:37:52.833 --> 00:37:53.894
controllable here is gonna

00:37:53.914 --> 00:37:56.036
be the customer service and

00:37:56.056 --> 00:37:56.737
the sales skills.

00:37:57.398 --> 00:37:57.617
Why?

00:37:57.858 --> 00:37:59.438
Because if we don't have sales skills,

00:37:59.619 --> 00:38:01.059
good customer service, you literally,

00:38:01.099 --> 00:38:02.181
you're not somebody that

00:38:02.961 --> 00:38:03.862
can pick up the phone call,

00:38:04.262 --> 00:38:06.023
that sounds super good on the phone call.

00:38:06.603 --> 00:38:07.925
Chances are that the

00:38:07.965 --> 00:38:08.905
client's gonna fall out.

00:38:09.570 --> 00:38:10.512
So they're going to go with you.

00:38:10.632 --> 00:38:12.213
Even though that person is

00:38:12.273 --> 00:38:13.114
looking for the services,

00:38:13.134 --> 00:38:14.614
sometimes it's not because

00:38:14.775 --> 00:38:15.315
of the service.

00:38:15.335 --> 00:38:16.315
Sometimes it's the tonality

00:38:17.076 --> 00:38:18.237
of your approach that

00:38:18.436 --> 00:38:20.157
literally doesn't like it.

00:38:20.778 --> 00:38:22.239
And they might go with somebody else,

00:38:22.699 --> 00:38:23.800
even more expensive,

00:38:23.880 --> 00:38:25.302
just because you sound

00:38:25.402 --> 00:38:27.143
terrible on the phone call, right?

00:38:27.583 --> 00:38:29.025
So it's about sounding good,

00:38:29.045 --> 00:38:30.025
sounding professional,

00:38:30.525 --> 00:38:32.626
and doing basic sales

00:38:32.646 --> 00:38:33.947
skills so that we can

00:38:34.088 --> 00:38:36.230
understand the client, less talking,

00:38:36.909 --> 00:38:37.530
more listening,

00:38:38.030 --> 00:38:38.751
because at the end of the day,

00:38:38.791 --> 00:38:39.291
we're helping.

00:38:39.639 --> 00:38:39.838
Right?

00:38:39.958 --> 00:38:42.239
Yeah, we're selling junk remote services,

00:38:42.280 --> 00:38:43.280
but we're helping them.

00:38:43.780 --> 00:38:44.961
Just a transition from what

00:38:45.001 --> 00:38:46.983
they need to what we have.

00:38:48.123 --> 00:38:48.342
Right?

00:38:49.003 --> 00:38:52.164
So some basics here is that, number one,

00:38:52.465 --> 00:38:52.985
answer the phone.

00:38:53.266 --> 00:38:54.206
I know it's very basic.

00:38:56.606 --> 00:38:56.947
But no,

00:38:57.007 --> 00:38:59.349
that's a huge one because this goes

00:38:59.389 --> 00:39:01.048
back to the guy that is

00:39:01.128 --> 00:39:03.050
truck and trailer operation, right?

00:39:03.751 --> 00:39:06.492
Because when you truck and trailer it,

00:39:06.972 --> 00:39:07.753
one of the challenges is,

00:39:08.742 --> 00:39:10.403
you if you're on the job how

00:39:10.423 --> 00:39:11.023
are you how are you gonna

00:39:11.043 --> 00:39:12.284
pick up the damn phone yeah

00:39:12.603 --> 00:39:15.244
right like that's legit

00:39:15.264 --> 00:39:16.324
like this is this is why I

00:39:17.385 --> 00:39:18.385
talk about this like that's

00:39:18.425 --> 00:39:20.067
why this matters right when

00:39:20.106 --> 00:39:21.126
you want to scale like

00:39:21.226 --> 00:39:21.847
answering the phone it's

00:39:21.867 --> 00:39:22.266
like well that's a

00:39:22.286 --> 00:39:23.467
no-brainer well it's a

00:39:23.487 --> 00:39:24.927
no-brainer and yet there

00:39:24.967 --> 00:39:26.708
are people that that fail

00:39:26.768 --> 00:39:27.608
at that every day I know

00:39:27.648 --> 00:39:29.088
that I had last year we did

00:39:29.128 --> 00:39:30.030
not have a good operations

00:39:30.070 --> 00:39:31.929
person in the business and

00:39:32.130 --> 00:39:33.451
it cost me hundreds of

00:39:33.490 --> 00:39:34.431
thousands of dollars to

00:39:35.619 --> 00:39:36.601
Long-term, right?

00:39:36.701 --> 00:39:37.860
Immediate because they

00:39:37.880 --> 00:39:38.541
didn't do their job.

00:39:38.581 --> 00:39:39.862
They weren't there, right?

00:39:39.943 --> 00:39:42.083
And then long-term because

00:39:42.603 --> 00:39:44.885
these are other customers that could be,

00:39:44.905 --> 00:39:46.266
what do you call it?

00:39:46.505 --> 00:39:48.728
It could be a repeat

00:39:48.768 --> 00:39:49.989
business or referral-based business,

00:39:50.268 --> 00:39:52.670
and yet they're not because

00:39:52.710 --> 00:39:53.309
we didn't pick up the phone

00:39:53.351 --> 00:39:53.751
the first time.

00:39:55.552 --> 00:39:58.454
So let's not gloss over the fact.

00:39:59.173 --> 00:40:00.355
I want to make it very clear

00:40:00.574 --> 00:40:01.195
so people are like, oh,

00:40:01.215 --> 00:40:01.815
I got back to them.

00:40:01.856 --> 00:40:02.195
Or, oh, yeah,

00:40:02.215 --> 00:40:03.135
I know they left the voicemail.

00:40:03.677 --> 00:40:04.237
Not good enough.

00:40:05.152 --> 00:40:06.074
Not even close to good

00:40:06.114 --> 00:40:07.494
enough from my perspective.

00:40:07.795 --> 00:40:08.775
Your close rate,

00:40:09.016 --> 00:40:10.097
your ability to have a good

00:40:10.157 --> 00:40:11.297
conversation when you pick

00:40:11.338 --> 00:40:14.581
up the first time is exponential over,

00:40:15.240 --> 00:40:17.762
oh yeah, I got back to them.

00:40:18.804 --> 00:40:19.585
By the time I got back to them,

00:40:19.605 --> 00:40:20.284
they didn't need me anymore.

00:40:20.304 --> 00:40:21.686
It's like, well, what the fuck?

00:40:22.867 --> 00:40:23.807
That was stupid.

00:40:23.827 --> 00:40:25.750
I don't want to brush over

00:40:25.769 --> 00:40:28.791
this point because there's

00:40:28.831 --> 00:40:29.351
a lot more to it.

00:40:34.224 --> 00:40:35.505
Anyways, go ahead.

00:40:35.664 --> 00:40:36.804
There's way more to it.

00:40:37.264 --> 00:40:38.085
So be available.

00:40:38.146 --> 00:40:38.385
Right.

00:40:38.806 --> 00:40:39.425
Be available.

00:40:39.565 --> 00:40:39.806
Right.

00:40:39.925 --> 00:40:40.487
So some people,

00:40:40.527 --> 00:40:41.527
they're not just available.

00:40:41.586 --> 00:40:41.706
Right.

00:40:41.726 --> 00:40:43.168
So what you were talking

00:40:43.248 --> 00:40:44.027
about being available,

00:40:44.407 --> 00:40:46.369
super important tonality matters.

00:40:46.409 --> 00:40:48.849
So for tonality, there's more to it.

00:40:49.190 --> 00:40:50.371
How to practice tonality

00:40:50.871 --> 00:40:52.431
like myself included.

00:40:52.472 --> 00:40:55.413
So I have an accent and it's

00:40:55.452 --> 00:40:57.594
tough for me to practice tonality.

00:40:58.173 --> 00:40:59.974
But I have to get good at

00:40:59.994 --> 00:41:01.875
tonality because literally

00:41:02.014 --> 00:41:03.215
it's just it's not the same.

00:41:03.817 --> 00:41:05.938
When I talk to my daughter, hey,

00:41:06.358 --> 00:41:06.978
I love you, baby.

00:41:07.659 --> 00:41:09.240
And when I say, I love you, baby.

00:41:09.521 --> 00:41:12.123
So it's just like the tonality matters.

00:41:12.242 --> 00:41:14.063
So it's the same thing,

00:41:14.963 --> 00:41:16.706
but the tonality is different.

00:41:17.106 --> 00:41:18.286
So the client's going to

00:41:18.306 --> 00:41:19.606
perceive that because it's

00:41:19.708 --> 00:41:20.588
all about perception.

00:41:21.509 --> 00:41:22.588
It's everything like it's

00:41:22.710 --> 00:41:24.291
how they perceive on the

00:41:24.311 --> 00:41:25.351
phone call because

00:41:25.411 --> 00:41:26.592
literally you are just the front line.

00:41:26.851 --> 00:41:27.793
You're just the front line

00:41:28.092 --> 00:41:29.213
of that particular

00:41:29.253 --> 00:41:30.934
individual that is trying to

00:41:31.498 --> 00:41:33.360
To get the whole effort of

00:41:33.400 --> 00:41:35.481
the marketing team to you,

00:41:36.621 --> 00:41:37.563
and you are not available,

00:41:37.862 --> 00:41:38.802
and you don't answer the phone,

00:41:39.563 --> 00:41:41.425
and then you are questioning yourself,

00:41:42.326 --> 00:41:43.606
why my marketing is not working?

00:41:44.666 --> 00:41:46.507
And it's just because you're

00:41:46.527 --> 00:41:47.369
not picking up the phone call.

00:41:47.989 --> 00:41:48.168
Yep.

00:41:49.650 --> 00:41:52.152
So after we pick up the phone call, right,

00:41:52.271 --> 00:41:54.313
we have a yes or a no.

00:41:55.012 --> 00:41:55.293
Yes,

00:41:55.773 --> 00:41:57.554
client want to go ahead and book the

00:41:57.574 --> 00:41:58.195
appointment with you,

00:41:58.715 --> 00:41:59.775
or probably the client just

00:41:59.795 --> 00:42:00.657
decide not to book the

00:42:00.677 --> 00:42:01.177
appointment with you.

00:42:01.806 --> 00:42:04.889
So what Andy was asking a few minutes ago,

00:42:05.269 --> 00:42:06.070
what happened with those

00:42:06.110 --> 00:42:07.452
people that literally they

00:42:07.492 --> 00:42:09.213
are not booking appointment with you?

00:42:09.554 --> 00:42:10.635
What should we do with that?

00:42:11.056 --> 00:42:11.255
Well,

00:42:11.757 --> 00:42:13.117
so if you're not booking appointment

00:42:13.137 --> 00:42:14.199
with you for any reason,

00:42:14.500 --> 00:42:15.300
it could be prices,

00:42:15.360 --> 00:42:16.481
it could be availability,

00:42:16.681 --> 00:42:17.682
it could be anything.

00:42:18.603 --> 00:42:20.445
We have to get those clients into

00:42:21.054 --> 00:42:22.275
a CRM, a database.

00:42:22.476 --> 00:42:23.096
So why?

00:42:23.177 --> 00:42:24.978
Because you're spending that

00:42:25.038 --> 00:42:26.278
marketing budget anyway.

00:42:26.838 --> 00:42:28.619
So that money is being spent.

00:42:29.201 --> 00:42:31.181
So it's very unprofessional.

00:42:31.483 --> 00:42:33.264
It's not good that if you're

00:42:33.304 --> 00:42:34.043
spending money,

00:42:34.123 --> 00:42:37.086
you're not at least getting

00:42:37.106 --> 00:42:38.427
the data or getting some

00:42:38.527 --> 00:42:39.387
client information.

00:42:40.048 --> 00:42:41.949
Because at this stage that

00:42:41.969 --> 00:42:42.550
we're talking about,

00:42:42.570 --> 00:42:44.112
that we're going to be talking about,

00:42:44.291 --> 00:42:45.713
it's going to be the sales process,

00:42:46.152 --> 00:42:46.393
right?

00:42:46.793 --> 00:42:47.853
Having a sales process

00:42:47.934 --> 00:42:49.695
doesn't mean sounding...

00:42:50.583 --> 00:42:52.184
Not only sounding good on the phone call,

00:42:52.224 --> 00:42:54.364
but what happened after we

00:42:54.425 --> 00:42:55.186
are on the phone call?

00:42:55.326 --> 00:42:56.646
What happened when they said no?

00:42:57.027 --> 00:42:58.246
What happened when they say yes?

00:42:58.788 --> 00:43:00.688
How can we make more money

00:43:00.849 --> 00:43:02.289
from this customer long-term?

00:43:02.889 --> 00:43:05.170
So first of all, we need to get the data,

00:43:05.550 --> 00:43:07.371
get the client information into CRM,

00:43:07.431 --> 00:43:09.893
in a spreadsheet, whatever you have.

00:43:09.954 --> 00:43:10.373
Jobber.

00:43:10.793 --> 00:43:12.175
Jobber.

00:43:12.474 --> 00:43:13.155
Jobber houses.

00:43:13.615 --> 00:43:14.436
Up until this point,

00:43:14.675 --> 00:43:15.436
everything you've done,

00:43:15.637 --> 00:43:16.737
we do all this in Jobber.

00:43:17.117 --> 00:43:17.838
So some people are like, oh,

00:43:17.858 --> 00:43:18.297
you need a CRM.

00:43:18.338 --> 00:43:19.378
It's like, for us?

00:43:21.467 --> 00:43:22.509
jobber is our CRM.

00:43:22.608 --> 00:43:23.730
I mean, actually, here, real quick,

00:43:23.869 --> 00:43:24.610
zoom out all the way.

00:43:24.911 --> 00:43:26.572
I just want to see for shits and giggles.

00:43:27.112 --> 00:43:28.032
No, no, zoom out all the way.

00:43:28.072 --> 00:43:29.514
I want to see how big this thing is.

00:43:29.614 --> 00:43:30.635
Zoom out more.

00:43:30.715 --> 00:43:31.175
Zoom out more.

00:43:32.436 --> 00:43:32.697
Nice.

00:43:34.538 --> 00:43:36.900
All right.

00:43:36.980 --> 00:43:37.380
Zoom in.

00:43:37.420 --> 00:43:41.923
For me, I'm watching this on my laptop.

00:43:42.023 --> 00:43:42.463
I will say,

00:43:42.503 --> 00:43:43.724
for anybody that's listening to this,

00:43:43.985 --> 00:43:44.885
this is a show you need to

00:43:44.945 --> 00:43:46.907
sit down and watch because

00:43:46.947 --> 00:43:48.108
this... Scroll up a little bit.

00:43:48.347 --> 00:43:48.929
Because this...

00:43:49.929 --> 00:43:51.668
what he's putting out here,

00:43:51.688 --> 00:43:52.449
this sales process,

00:43:52.469 --> 00:43:53.510
like other people go to

00:43:53.809 --> 00:43:54.909
like conventions and

00:43:55.289 --> 00:43:56.489
whatever to learn this.

00:43:56.510 --> 00:43:57.409
It's like, we do this.

00:43:57.469 --> 00:43:59.451
And yet I guarantee you when

00:43:59.471 --> 00:44:00.150
looking at this sales

00:44:00.190 --> 00:44:00.871
process or building out

00:44:00.911 --> 00:44:01.731
your sales process,

00:44:01.951 --> 00:44:03.291
when you build it into a flow chart,

00:44:03.451 --> 00:44:04.271
when you put it on paper,

00:44:04.472 --> 00:44:05.612
you will see where the gaps are,

00:44:06.012 --> 00:44:07.112
why you're losing people,

00:44:07.431 --> 00:44:08.492
why you're gaining people.

00:44:08.891 --> 00:44:09.032
Right.

00:44:09.072 --> 00:44:10.432
And where the opportunity is.

00:44:10.472 --> 00:44:12.273
So I'm saying this out loud,

00:44:12.293 --> 00:44:13.873
like this is great

00:44:13.893 --> 00:44:15.172
information he's giving this week.

00:44:15.653 --> 00:44:16.853
And for people that are listening,

00:44:16.893 --> 00:44:18.134
this is an episode you need to stop.

00:44:18.731 --> 00:44:18.931
you know,

00:44:19.132 --> 00:44:20.273
for an hour and sit down and look

00:44:20.293 --> 00:44:21.052
at the sales process

00:44:21.072 --> 00:44:21.893
because talking about it

00:44:22.034 --> 00:44:23.193
and seeing it are two different things.

00:44:23.213 --> 00:44:25.815
So anyways, we are at the go or no go.

00:44:25.914 --> 00:44:27.436
Either they say yes over the

00:44:27.476 --> 00:44:29.737
phone or they said yes during the lead,

00:44:30.016 --> 00:44:31.237
you know, nurturing process,

00:44:31.418 --> 00:44:32.097
or they said no.

00:44:32.338 --> 00:44:32.978
And what are we going to do

00:44:32.998 --> 00:44:35.159
to get them back into the

00:44:35.179 --> 00:44:36.380
sales funnel if they said no?

00:44:36.981 --> 00:44:37.260
Correct.

00:44:37.581 --> 00:44:38.481
So if they say no,

00:44:38.501 --> 00:44:39.641
so basically we just want

00:44:39.661 --> 00:44:41.123
you to get them into the sales process,

00:44:41.163 --> 00:44:41.382
right?

00:44:41.402 --> 00:44:42.023
Sales process,

00:44:42.382 --> 00:44:44.923
literally just think like pipelines,

00:44:45.164 --> 00:44:45.385
right?

00:44:45.684 --> 00:44:47.865
A client says yes, a client says no.

00:44:48.449 --> 00:44:49.311
A client is maybe.

00:44:49.331 --> 00:44:51.612
A client, she has a price.

00:44:51.632 --> 00:44:52.273
She has a quote.

00:44:52.713 --> 00:44:54.434
So we have to meet the

00:44:54.454 --> 00:44:55.755
clients where they are in

00:44:55.795 --> 00:44:56.516
the buying cycle.

00:44:56.896 --> 00:44:57.597
Because here's the deal.

00:44:57.896 --> 00:44:59.599
So some people, they're not that ready.

00:44:59.878 --> 00:45:01.000
And some people are super ready.

00:45:01.500 --> 00:45:03.922
The buying threshold is not the same.

00:45:03.961 --> 00:45:05.543
Like, for example, people like me,

00:45:06.123 --> 00:45:07.143
you have to sell me super

00:45:07.184 --> 00:45:08.865
hard on the phone so that I can say yes.

00:45:09.706 --> 00:45:09.945
Right?

00:45:10.306 --> 00:45:11.166
Even though I need it,

00:45:11.728 --> 00:45:12.527
I want to shop around.

00:45:13.309 --> 00:45:13.989
I want to shop around.

00:45:14.610 --> 00:45:17.291
But if I shop around, literally...

00:45:17.974 --> 00:45:20.715
At least us as a business owner,

00:45:21.336 --> 00:45:24.237
we have to be diligent at

00:45:24.257 --> 00:45:25.059
doing the follow-ups.

00:45:25.518 --> 00:45:26.679
At least doing the follow-up

00:45:26.719 --> 00:45:27.599
because we're paying for

00:45:27.639 --> 00:45:29.561
that lead that we land.

00:45:30.400 --> 00:45:31.222
It's costing us money.

00:45:31.661 --> 00:45:34.422
It's costing us 50, 60 bucks, for example,

00:45:34.443 --> 00:45:35.063
for Google Ads.

00:45:35.784 --> 00:45:37.244
So at least we have to speak

00:45:37.284 --> 00:45:38.144
on the phone with that person.

00:45:38.164 --> 00:45:39.286
At least we need to try to

00:45:40.065 --> 00:45:40.806
close that person.

00:45:41.467 --> 00:45:43.188
Of course, there are some clients that,

00:45:44.288 --> 00:45:45.309
of course, they're not going to close.

00:45:46.092 --> 00:45:46.771
And we know that,

00:45:47.032 --> 00:45:48.552
but at least we deserve to

00:45:48.592 --> 00:45:50.293
do some follow up just

00:45:50.313 --> 00:45:51.472
because we're being diligent.

00:45:51.672 --> 00:45:53.313
We're not being a pest at following up.

00:45:53.353 --> 00:45:54.853
We're just being diligent, right?

00:45:55.653 --> 00:45:58.315
So we get them into a sales

00:45:58.335 --> 00:46:01.876
process that we could have

00:46:01.976 --> 00:46:04.235
multiple things inside the sales process.

00:46:04.777 --> 00:46:06.036
We need to do lead nurturing.

00:46:06.836 --> 00:46:07.657
What is lead nurturing?

00:46:07.856 --> 00:46:08.237
Basically,

00:46:08.257 --> 00:46:09.878
we receive a lead that says no

00:46:10.177 --> 00:46:11.657
or says yes, right?

00:46:12.458 --> 00:46:14.438
We just start emailing those people

00:46:14.847 --> 00:46:15.887
or communicating with those

00:46:15.947 --> 00:46:18.487
people via text, email, phone call.

00:46:18.527 --> 00:46:19.568
We need to start nurturing

00:46:20.028 --> 00:46:22.289
those people because even

00:46:22.349 --> 00:46:23.789
though they haven't closed with us,

00:46:24.010 --> 00:46:24.831
doesn't mean that they will

00:46:24.851 --> 00:46:26.471
not close with us in the future.

00:46:27.911 --> 00:46:30.972
Not because they said no today,

00:46:31.773 --> 00:46:32.432
it doesn't mean that they

00:46:32.452 --> 00:46:33.494
will not say yes tomorrow.

00:46:34.253 --> 00:46:36.434
So a no now might be a yes tomorrow.

00:46:37.054 --> 00:46:38.235
So basically it's all about

00:46:38.255 --> 00:46:39.036
the client's journey.

00:46:39.795 --> 00:46:42.577
So we can have some client's

00:46:42.697 --> 00:46:43.978
database reactivation.

00:46:44.057 --> 00:46:44.657
For example,

00:46:45.458 --> 00:46:47.480
let's say we have a few

00:46:47.699 --> 00:46:48.922
clients that they said no

00:46:49.181 --> 00:46:50.123
and a few clients that they

00:46:50.163 --> 00:46:52.606
say yes right and we would

00:46:52.626 --> 00:46:53.867
like we are in the middle

00:46:53.887 --> 00:46:55.188
of a season the seasonality

00:46:55.208 --> 00:46:56.449
of the business that we are

00:46:56.469 --> 00:46:57.530
in the middle of december

00:46:57.570 --> 00:46:58.891
or something and things are

00:46:59.072 --> 00:47:00.172
kind of slow or something

00:47:00.934 --> 00:47:02.795
what we can do well first

00:47:02.815 --> 00:47:04.297
of all if we have a crm

00:47:04.557 --> 00:47:06.340
like jobber for example and

00:47:06.380 --> 00:47:08.161
we have a database

00:47:09.061 --> 00:47:09.882
We have data.

00:47:10.762 --> 00:47:13.163
And when we say we have a business,

00:47:13.302 --> 00:47:14.222
it's because we have data.

00:47:14.423 --> 00:47:15.903
We have the data of our client.

00:47:15.943 --> 00:47:17.623
We have the data, the client's database.

00:47:18.485 --> 00:47:20.505
That data, we pay for it somehow,

00:47:20.644 --> 00:47:21.666
either through your effort,

00:47:22.085 --> 00:47:24.525
through marketing, through anything,

00:47:24.945 --> 00:47:25.686
you pay for it.

00:47:26.246 --> 00:47:27.766
So that data is there for a reason.

00:47:28.086 --> 00:47:29.007
So we have to use it.

00:47:29.347 --> 00:47:31.827
So that's why lead nurturing is a big,

00:47:31.847 --> 00:47:32.268
big deal.

00:47:32.568 --> 00:47:33.588
When we say lead nurturing,

00:47:33.648 --> 00:47:35.648
it means to nurture the

00:47:35.688 --> 00:47:37.829
relationship between you and the client

00:47:38.632 --> 00:47:40.313
Because you don't want to

00:47:40.373 --> 00:47:42.934
have a client just for one job today,

00:47:43.134 --> 00:47:44.875
just one mattress removal today.

00:47:45.414 --> 00:47:47.576
You want that client to be

00:47:47.615 --> 00:47:49.217
with you for a long, long time.

00:47:49.257 --> 00:47:50.077
And we're going to talk about,

00:47:50.217 --> 00:47:53.079
if we have time, lifetime value.

00:47:53.199 --> 00:47:54.159
Because it's very important

00:47:54.179 --> 00:47:55.699
to understand that it's not

00:47:55.739 --> 00:47:57.240
about getting the job right

00:47:57.280 --> 00:47:58.842
now and just forget about that client.

00:47:59.708 --> 00:48:00.887
can make it red yellow green

00:48:01.568 --> 00:48:03.028
it's it's so I call it the

00:48:03.068 --> 00:48:04.190
red yellow green right

00:48:04.269 --> 00:48:06.010
green means go yellow means

00:48:06.090 --> 00:48:07.070
wait up we have a hold up

00:48:07.831 --> 00:48:09.911
no means red pretty much

00:48:10.331 --> 00:48:12.333
red red is dead yeah yeah

00:48:12.413 --> 00:48:13.632
red is dead but the cool

00:48:13.652 --> 00:48:15.333
thing about the dead you can

00:48:16.514 --> 00:48:17.855
Use effort to pull them back

00:48:17.894 --> 00:48:20.297
into life towards the slow season,

00:48:20.336 --> 00:48:22.840
like your process or like your point was.

00:48:23.519 --> 00:48:25.621
And you gather those names

00:48:25.661 --> 00:48:26.682
and information and say, you know what?

00:48:26.702 --> 00:48:27.684
I'm going to send an email

00:48:28.525 --> 00:48:30.365
on our typically slow

00:48:30.726 --> 00:48:33.108
quarters to the dead just

00:48:33.128 --> 00:48:34.110
to see if I can get some

00:48:34.150 --> 00:48:34.670
life out of them.

00:48:35.791 --> 00:48:37.353
The yellow, you know,

00:48:37.373 --> 00:48:38.012
they're on the fence.

00:48:38.574 --> 00:48:39.635
Just want to double tap to

00:48:39.855 --> 00:48:40.576
see what they're thinking.

00:48:41.056 --> 00:48:42.597
Hey, have you made up your mind?

00:48:42.737 --> 00:48:43.699
Have you talked to your wife yet?

00:48:43.739 --> 00:48:44.039
Whatever.

00:48:44.699 --> 00:48:45.320
And the green,

00:48:45.719 --> 00:48:46.621
that's where I put my money.

00:48:47.262 --> 00:48:49.264
The green is they did business with me.

00:48:49.563 --> 00:48:50.945
I'm going to reward the hell out of them.

00:48:51.365 --> 00:48:52.186
And I'm going to keep doing

00:48:52.206 --> 00:48:52.987
it because I want them to

00:48:53.067 --> 00:48:54.688
understand we value their support.

00:48:55.108 --> 00:48:55.750
So, hey,

00:48:56.010 --> 00:48:57.992
your next job will knock 10 bucks

00:48:58.072 --> 00:48:59.954
off or here's a gift card or whatever.

00:49:00.273 --> 00:49:01.217
If you give us someone and

00:49:01.257 --> 00:49:02.159
they mention your name,

00:49:02.480 --> 00:49:03.704
we'll do this for you.

00:49:04.304 --> 00:49:05.528
That's the investment that I

00:49:05.568 --> 00:49:06.411
see on the greens.

00:49:07.230 --> 00:49:08.070
The yellow and the red are

00:49:08.110 --> 00:49:09.030
honestly the only work you

00:49:09.050 --> 00:49:10.291
really have to do, I think.

00:49:11.333 --> 00:49:10.291
100%.

00:49:11.472 --> 00:49:13.135
The green is kind of – it's

00:49:13.175 --> 00:49:15.956
all about rewarding the already good.

00:49:16.396 --> 00:49:17.077
I'm the opposite.

00:49:17.177 --> 00:49:18.199
I'm spending my time with my

00:49:18.239 --> 00:49:19.179
greens because I want –

00:49:19.179 --> 00:49:20.860
because my greens know more greens.

00:49:21.541 --> 00:49:22.121
Reds are dead.

00:49:22.382 --> 00:49:23.121
Well, that's what I'm saying.

00:49:23.141 --> 00:49:24.143
That's why you reward them.

00:49:24.583 --> 00:49:26.025
You give them incentives to

00:49:26.045 --> 00:49:27.666
keep doing business with

00:49:27.686 --> 00:49:29.027
you even if it's from someone else.

00:49:29.628 --> 00:49:30.688
Didn't you just say you'd

00:49:30.708 --> 00:49:31.688
rather spend time with your

00:49:31.728 --> 00:49:32.489
reds than your yellows?

00:49:33.344 --> 00:49:33.625
No,

00:49:33.704 --> 00:49:34.925
I said I'd rather spend time with my

00:49:34.965 --> 00:49:36.467
greens than the reds or yellows.

00:49:36.487 --> 00:49:37.407
Oh, I thought, okay.

00:49:37.427 --> 00:49:37.969
Reds and yellows,

00:49:38.009 --> 00:49:39.188
you put them on automatic.

00:49:39.710 --> 00:49:40.250
Oh, I thought you said.

00:49:40.269 --> 00:49:41.510
You put them on automatic email.

00:49:42.311 --> 00:49:42.692
Got it.

00:49:42.731 --> 00:49:43.313
Yeah, yeah, yeah, yeah.

00:49:43.373 --> 00:49:43.672
All right.

00:49:43.733 --> 00:49:44.813
I thought for a second that you said,

00:49:44.833 --> 00:49:44.974
yeah.

00:49:44.994 --> 00:49:45.554
All right.

00:49:45.653 --> 00:49:46.454
We're on the same page then.

00:49:46.855 --> 00:49:47.175
Yeah.

00:49:47.275 --> 00:49:47.876
Because here's the deal.

00:49:48.255 --> 00:49:49.056
I've heard the opposite.

00:49:49.077 --> 00:49:49.958
People are like, oh, yeah,

00:49:49.978 --> 00:49:51.239
the people that always buy from you don't,

00:49:51.358 --> 00:49:53.039
you know, just keep selling to them.

00:49:53.219 --> 00:49:54.460
Go after the ones that are hard to close.

00:49:54.521 --> 00:49:55.862
It's like, well, it's a terrible idea.

00:49:56.442 --> 00:49:56.963
Yeah.

00:49:57.322 --> 00:49:57.543
All right.

00:49:57.603 --> 00:49:58.384
We're on the same page then.

00:49:58.849 --> 00:49:59.489
100%.

00:49:58.909 --> 00:49:59.489
Yeah.

00:49:59.548 --> 00:50:01.951
And sometimes the simplicity

00:50:02.170 --> 00:50:03.570
of literally grabbing your phone,

00:50:03.610 --> 00:50:04.711
because sometimes you don't

00:50:04.751 --> 00:50:08.534
need some super crazy automations,

00:50:09.054 --> 00:50:10.014
which in fact you can do

00:50:10.134 --> 00:50:10.875
through automation,

00:50:10.934 --> 00:50:12.195
but you can literally grab your phone.

00:50:12.514 --> 00:50:13.675
And of course it takes time,

00:50:13.795 --> 00:50:14.456
it takes effort,

00:50:14.956 --> 00:50:18.898
but being broke is also sucks, right?

00:50:19.358 --> 00:50:20.759
So if you grab your phone

00:50:21.360 --> 00:50:22.360
and you just literally text

00:50:22.480 --> 00:50:24.681
your client database, hey, Ms.

00:50:24.701 --> 00:50:24.981
Mary,

00:50:25.822 --> 00:50:27.902
I just want to say thank you for your

00:50:27.943 --> 00:50:28.262
business.

00:50:28.871 --> 00:50:29.170
That's it.

00:50:29.371 --> 00:50:30.911
That's everything you have to say.

00:50:32.293 --> 00:50:32.893
Next thing you know,

00:50:33.614 --> 00:50:34.713
chances are you're going to

00:50:34.733 --> 00:50:35.295
get some leads.

00:50:35.315 --> 00:50:35.954
You're going to get some

00:50:35.994 --> 00:50:37.956
jobs out of that text message.

00:50:38.396 --> 00:50:39.637
Your intention was literally

00:50:39.677 --> 00:50:40.597
to follow up with that

00:50:40.657 --> 00:50:42.297
client in a good way.

00:50:43.338 --> 00:50:44.099
But Ms.

00:50:44.119 --> 00:50:45.719
Susan, she was ready to buy.

00:50:46.920 --> 00:50:49.001
And you send that text

00:50:49.041 --> 00:50:50.242
message right on time.

00:50:50.802 --> 00:50:52.983
And the only thing that she

00:50:53.023 --> 00:50:54.965
did was just replying to you that, hey,

00:50:55.405 --> 00:50:57.027
I got some boxes in my garage.

00:50:57.306 --> 00:50:57.806
Can you haul off?

00:50:59.123 --> 00:50:59.443
And that's it.

00:50:59.844 --> 00:51:00.905
So that's basically part of

00:51:00.925 --> 00:51:01.525
the lead nurturing.

00:51:01.545 --> 00:51:03.788
So we need to focus on lead

00:51:03.807 --> 00:51:04.768
nurturing super heavy

00:51:04.807 --> 00:51:05.949
because if we want to

00:51:06.349 --> 00:51:08.271
increase lifetime value of the client,

00:51:09.452 --> 00:51:10.353
we have to focus on this

00:51:10.652 --> 00:51:11.494
because we have the data.

00:51:11.514 --> 00:51:12.414
Gratitude is everything.

00:51:13.034 --> 00:51:13.315
Correct.

00:51:14.536 --> 00:51:14.755
Anyway,

00:51:15.056 --> 00:51:16.157
so just want to go a little bit

00:51:16.177 --> 00:51:16.818
faster here.

00:51:17.157 --> 00:51:17.878
Booking process.

00:51:18.119 --> 00:51:19.219
Once you have the booking process,

00:51:19.239 --> 00:51:21.021
you know, through Jobber or, you know,

00:51:21.081 --> 00:51:22.722
any other CRM, Jobber.

00:51:23.382 --> 00:51:25.704
So you want to have

00:51:26.440 --> 00:51:27.001
some level of

00:51:27.061 --> 00:51:28.762
personalization sometimes you

00:51:28.782 --> 00:51:30.222
have people that literally

00:51:30.262 --> 00:51:31.123
they book an appointment

00:51:31.583 --> 00:51:32.885
with you and they just

00:51:32.905 --> 00:51:34.646
forget about you uh there's

00:51:34.666 --> 00:51:35.606
a couple of things that

00:51:35.686 --> 00:51:37.047
I've seen in the space that

00:51:37.248 --> 00:51:38.168
are really you know working

00:51:38.208 --> 00:51:39.170
lately and I'm gonna give

00:51:39.190 --> 00:51:42.192
it to you this uh idea when

00:51:42.231 --> 00:51:42.793
somebody book an

00:51:42.813 --> 00:51:44.094
appointment with you right

00:51:44.534 --> 00:51:45.394
and you have somebody

00:51:45.434 --> 00:51:46.195
that's picking up the phone

00:51:46.215 --> 00:51:47.476
call from you right let's

00:51:47.496 --> 00:51:48.916
say a va or somebody a

00:51:49.297 --> 00:51:51.860
person just by grabbing

00:51:51.880 --> 00:51:53.360
your phone business owners

00:51:54.065 --> 00:51:55.525
or a manager, grabbing your phone,

00:51:55.565 --> 00:51:56.306
recording yourself.

00:51:56.407 --> 00:51:56.706
Hey, Ms.

00:51:56.726 --> 00:51:57.106
Susan,

00:51:57.887 --> 00:51:59.528
I just want to say thank you for

00:51:59.568 --> 00:52:00.148
your business.

00:52:00.668 --> 00:52:02.090
I see that you have an

00:52:02.130 --> 00:52:04.331
appointment with us tomorrow at 2 p.m.

00:52:04.391 --> 00:52:05.231
If you have any questions,

00:52:05.251 --> 00:52:06.432
feel free to let me know.

00:52:07.092 --> 00:52:07.773
I'm here for you.

00:52:08.795 --> 00:52:09.695
That thing right there,

00:52:10.155 --> 00:52:11.135
few people are doing it.

00:52:11.516 --> 00:52:12.356
And when somebody,

00:52:12.536 --> 00:52:13.478
when you have this level of

00:52:13.538 --> 00:52:14.358
personalization,

00:52:14.978 --> 00:52:15.998
when the client is thinking

00:52:16.059 --> 00:52:17.340
about canceling the service,

00:52:18.121 --> 00:52:19.201
she's going to think it twice.

00:52:19.802 --> 00:52:21.583
Just because it's kind of

00:52:21.603 --> 00:52:23.364
like a sense of guilty, you know?

00:52:23.891 --> 00:52:24.492
That, man,

00:52:24.612 --> 00:52:26.672
this guy took their time of the day.

00:52:26.914 --> 00:52:27.534
It's the owner.

00:52:28.454 --> 00:52:29.376
He said, thank you.

00:52:30.115 --> 00:52:30.976
That thing right there,

00:52:31.918 --> 00:52:32.657
literally you will have

00:52:32.677 --> 00:52:34.639
probably a fan forever in your business.

00:52:35.101 --> 00:52:36.041
Just by just doing that.

00:52:36.221 --> 00:52:37.503
It took you literally 10

00:52:37.503 --> 00:52:38.923
seconds of your time and

00:52:38.943 --> 00:52:39.985
the camera for your phone.

00:52:40.344 --> 00:52:41.766
You send it to them after

00:52:41.806 --> 00:52:42.487
they book the process.

00:52:42.507 --> 00:52:44.347
So basically post-booking personalization.

00:52:45.048 --> 00:52:45.449
And that's it.

00:52:45.949 --> 00:52:47.090
That's everything you have to do.

00:52:48.492 --> 00:52:50.132
So basically you're trying

00:52:50.193 --> 00:52:52.255
to engage more with your client.

00:52:52.625 --> 00:52:54.284
Because after they book,

00:52:55.266 --> 00:52:58.505
it doesn't mean that they cannot cancel.

00:52:58.565 --> 00:52:59.126
You can have.

00:53:00.027 --> 00:53:01.027
So I know BombBomb,

00:53:01.047 --> 00:53:02.467
there's a BombBomb video.

00:53:02.507 --> 00:53:03.047
So you're thinking,

00:53:03.606 --> 00:53:05.248
so you like dropping a quick BombBomb.

00:53:05.507 --> 00:53:06.407
Is this personalized for

00:53:06.447 --> 00:53:09.949
every client or is it a standard?

00:53:10.349 --> 00:53:12.048
No, for every client.

00:53:12.088 --> 00:53:12.849
Personalized video.

00:53:12.969 --> 00:53:14.030
Yeah, personalized video.

00:53:14.150 --> 00:53:14.789
And it takes time.

00:53:14.949 --> 00:53:16.289
And it takes time because, you know,

00:53:16.750 --> 00:53:20.110
day to day, you know, you're busy,

00:53:20.130 --> 00:53:20.731
you're working.

00:53:21.239 --> 00:53:22.581
but at least a manager or

00:53:22.621 --> 00:53:24.503
somebody that can do a personalization,

00:53:25.023 --> 00:53:26.403
that would be super amazing

00:53:26.423 --> 00:53:27.625
because first of all,

00:53:28.425 --> 00:53:29.686
big corporations are not

00:53:29.726 --> 00:53:31.528
doing that because it's corporate.

00:53:32.148 --> 00:53:33.570
It's so complex for them to

00:53:33.590 --> 00:53:35.612
do something like this.

00:53:35.692 --> 00:53:37.434
They have so much money to do that.

00:53:37.693 --> 00:53:39.175
They don't care, actually.

00:53:39.375 --> 00:53:41.356
Most of them, they don't really care.

00:53:41.436 --> 00:53:43.418
You're saying they aren't doing it,

00:53:43.478 --> 00:53:44.278
and yet it would be nothing

00:53:44.318 --> 00:53:44.880
for them to do it.

00:53:45.659 --> 00:53:45.920
Correct.

00:53:47.561 --> 00:53:47.782
Yep.

00:53:48.362 --> 00:53:48.483
Yep.

00:53:49.166 --> 00:53:53.769
So, um, at this point we kept,

00:53:53.909 --> 00:53:55.532
we have to play a little bit, uh,

00:53:55.692 --> 00:53:55.972
you know,

00:53:56.231 --> 00:53:57.273
we have to understand that

00:53:57.333 --> 00:53:58.193
chances are that they can,

00:53:58.233 --> 00:53:59.034
they can cancel,

00:53:59.054 --> 00:54:00.175
but at least we're making

00:54:00.215 --> 00:54:01.135
it difficult for them to

00:54:01.155 --> 00:54:02.597
cancel just because we have

00:54:02.637 --> 00:54:04.378
a process in place that is

00:54:04.498 --> 00:54:06.199
make them making them not

00:54:06.219 --> 00:54:07.699
to cancel for that much.

00:54:08.101 --> 00:54:08.300
Right.

00:54:09.262 --> 00:54:11.182
So after we have the post

00:54:11.443 --> 00:54:12.344
booking personalization,

00:54:13.083 --> 00:54:14.445
we're just dispatching the job, right.

00:54:14.465 --> 00:54:15.266
We're just dispatching the

00:54:15.306 --> 00:54:16.447
job to our guys through

00:54:16.467 --> 00:54:18.168
jobber or any other software.

00:54:18.768 --> 00:54:20.389
The reason here is that we

00:54:20.429 --> 00:54:21.170
need to understand that

00:54:21.210 --> 00:54:22.271
when we're dispatching a job,

00:54:22.811 --> 00:54:24.132
that's our front line, right?

00:54:24.771 --> 00:54:25.733
You as a business owner,

00:54:25.972 --> 00:54:26.793
those guys are the

00:54:26.833 --> 00:54:28.074
extension of your business.

00:54:28.753 --> 00:54:32.635
And the KPIs that they gather on the field,

00:54:33.657 --> 00:54:34.976
you need it for your

00:54:35.036 --> 00:54:35.998
business so that you can

00:54:36.077 --> 00:54:37.958
feed the big KPI in your

00:54:37.998 --> 00:54:40.500
business so that you can,

00:54:41.079 --> 00:54:42.820
at the end of the whole process,

00:54:43.001 --> 00:54:44.081
you can understand and see

00:54:44.121 --> 00:54:44.802
the big picture.

00:54:45.443 --> 00:54:46.202
If it's working,

00:54:47.000 --> 00:54:48.661
or not the marketing that you're doing,

00:54:48.842 --> 00:54:50.063
or any lead generation

00:54:50.802 --> 00:54:51.583
effort that you're doing

00:54:51.623 --> 00:54:53.005
towards your business.

00:54:53.505 --> 00:54:54.085
So you're gonna start

00:54:54.146 --> 00:54:55.447
tracking cogs in your

00:54:55.467 --> 00:54:57.048
business in last episode,

00:54:57.309 --> 00:54:59.710
two episodes before, my friend, John.

00:55:00.652 --> 00:55:01.632
Yep.

00:55:01.652 --> 00:55:03.253
John Aguirre, he was talking about cogs.

00:55:06.018 --> 00:55:07.157
Very nice explanation.

00:55:08.159 --> 00:55:09.438
Literally all you have to do

00:55:09.458 --> 00:55:10.259
is start tracking those

00:55:10.298 --> 00:55:12.380
KPIs that really matter for you.

00:55:13.400 --> 00:55:16.141
I put down some KPIs here, you know,

00:55:16.920 --> 00:55:17.721
job completion.

00:55:17.940 --> 00:55:20.081
Why so important to track job completion?

00:55:20.521 --> 00:55:20.722
Well,

00:55:21.222 --> 00:55:23.063
because even though you have 10 jobs

00:55:23.123 --> 00:55:25.903
on the schedule today, sometimes,

00:55:26.523 --> 00:55:27.103
believe it or not,

00:55:27.784 --> 00:55:29.945
your own guys are the ones

00:55:30.244 --> 00:55:31.804
that are provoking the

00:55:31.844 --> 00:55:33.985
cancellation of that job.

00:55:35.097 --> 00:55:36.556
Just because they smell bad.

00:55:37.036 --> 00:55:38.637
It happened to me when I was a manager.

00:55:39.777 --> 00:55:40.217
One guy,

00:55:40.237 --> 00:55:42.199
one client called me at the office

00:55:43.039 --> 00:55:44.539
and she was super mad.

00:55:44.639 --> 00:55:45.699
And she canceled the job, by the way.

00:55:46.400 --> 00:55:49.541
She told me, Xavier, your guy sucks.

00:55:49.940 --> 00:55:52.780
Like literally smells so freaking bad.

00:55:53.382 --> 00:55:54.101
Like literally,

00:55:54.561 --> 00:55:56.641
I don't want that guy in my property,

00:55:57.041 --> 00:55:57.422
please.

00:55:57.682 --> 00:55:58.963
And I have to show up there to say,

00:55:59.282 --> 00:56:00.163
I'm sorry and all that.

00:56:00.663 --> 00:56:01.784
But it was just because he

00:56:01.804 --> 00:56:02.463
was smelling bad.

00:56:02.503 --> 00:56:03.103
It doesn't mean...

00:56:03.809 --> 00:56:05.409
Like, you're not going to smell bad.

00:56:05.608 --> 00:56:08.469
But, hey, the image really matters.

00:56:08.889 --> 00:56:10.170
You're representing a brand.

00:56:10.190 --> 00:56:11.271
You're representing a company.

00:56:11.610 --> 00:56:13.231
You're not supposed to smell that bad.

00:56:13.911 --> 00:56:16.072
Just grab a little perfume or something,

00:56:16.112 --> 00:56:16.692
just spread it,

00:56:16.931 --> 00:56:18.652
and try to smell less bad.

00:56:19.391 --> 00:56:20.972
But things like that really matters.

00:56:21.833 --> 00:56:23.132
Extra shirts in the truck, man.

00:56:23.313 --> 00:56:23.512
Look,

00:56:23.913 --> 00:56:25.492
these guys work their ass off in the heat,

00:56:25.873 --> 00:56:26.653
especially in Texas.

00:56:26.693 --> 00:56:27.313
We know what it's like.

00:56:27.353 --> 00:56:28.634
But I'll tell you,

00:56:28.653 --> 00:56:30.655
extra shirts in the truck

00:56:31.074 --> 00:56:31.815
goes a long way.

00:56:31.835 --> 00:56:32.635
A long way.

00:56:33.867 --> 00:56:34.047
Yep.

00:56:34.347 --> 00:56:35.309
And it's not just the smell.

00:56:35.789 --> 00:56:36.849
It's your overall appearance.

00:56:36.869 --> 00:56:38.170
Like we had a guy who was

00:56:38.190 --> 00:56:39.092
probably one of the hardest

00:56:39.132 --> 00:56:40.012
workers we ever had.

00:56:40.472 --> 00:56:41.914
He'll be a bag of crap every

00:56:41.954 --> 00:56:42.893
time he did a job.

00:56:42.914 --> 00:56:44.054
I don't know how it could be.

00:56:44.094 --> 00:56:45.516
It could be a couch removal

00:56:45.536 --> 00:56:46.396
from the curb and somehow

00:56:46.416 --> 00:56:47.436
he's covered in mud afterwards.

00:56:48.257 --> 00:56:51.019
But, you know, you always get on my head.

00:56:51.039 --> 00:56:52.340
You're like a shirt isn't

00:56:52.360 --> 00:56:52.960
going to help his.

00:56:53.362 --> 00:56:53.782
You know what I mean?

00:56:54.527 --> 00:56:56.289
So you got to be better on

00:56:56.889 --> 00:56:58.150
make sure your physical

00:56:58.190 --> 00:57:00.211
appearance isn't that sloppy.

00:57:00.652 --> 00:57:01.512
I know you do hard work.

00:57:02.152 --> 00:57:02.893
Okay.

00:57:03.074 --> 00:57:04.554
You look back at the dicks.

00:57:04.695 --> 00:57:05.235
Like, what the hell?

00:57:05.255 --> 00:57:05.735
What are you doing?

00:57:05.775 --> 00:57:06.076
Yeah.

00:57:06.896 --> 00:57:07.757
Yeah.

00:57:07.797 --> 00:57:08.018
I mean,

00:57:08.038 --> 00:57:11.039
just KPI is important to trap on site.

00:57:11.480 --> 00:57:16.563
I mean, I got a job size revenue per job.

00:57:16.583 --> 00:57:18.684
That average job size nationwide is $400.

00:57:18.784 --> 00:57:20.465
Is that around?

00:57:20.485 --> 00:57:21.467
I mean, that's yeah.

00:57:22.101 --> 00:57:23.262
Oh, all right.

00:57:23.443 --> 00:57:24.364
That's interesting.

00:57:24.603 --> 00:57:26.244
But where did you get that data from?

00:57:26.706 --> 00:57:28.987
So from 1-800-GOT-JUNK, College Council,

00:57:29.027 --> 00:57:30.048
that's actually the only

00:57:30.088 --> 00:57:33.210
two points that have the information.

00:57:33.771 --> 00:57:35.273
So nationwide, it's around $400.

00:57:35.413 --> 00:57:37.213
I know it's a little bit high.

00:57:37.253 --> 00:57:41.056
Look at Junking's analytics.

00:57:41.097 --> 00:57:43.039
Their analytics are insane, dude.

00:57:43.739 --> 00:57:44.639
They know what they're doing.

00:57:45.121 --> 00:57:46.802
Do they have access to their analytics?

00:57:47.963 --> 00:57:48.983
You don't have access to them, right?

00:57:49.706 --> 00:57:50.987
Not like direct access.

00:57:51.208 --> 00:57:54.668
Actually, I met the CFO of Junk King.

00:57:55.268 --> 00:57:56.170
He's a Milwaukee guy.

00:57:57.090 --> 00:57:58.471
I got a lot of our website

00:57:58.630 --> 00:57:59.971
tricks from them because

00:58:00.050 --> 00:58:01.431
their marketing was on point.

00:58:01.452 --> 00:58:03.733
It was annoying, but it works.

00:58:04.132 --> 00:58:07.793
When we talk shit about franchises,

00:58:07.893 --> 00:58:08.795
typically we're not talking

00:58:08.815 --> 00:58:09.494
shit about Junk King.

00:58:10.014 --> 00:58:13.956
I'm anti-franchise.

00:58:14.836 --> 00:58:17.117
I got no beef necessarily with Junk King.

00:58:17.398 --> 00:58:18.179
They figure out how to do

00:58:18.199 --> 00:58:18.938
things efficiently

00:58:21.485 --> 00:58:22.144
And they do actually,

00:58:22.164 --> 00:58:22.846
one of the things that they

00:58:22.865 --> 00:58:24.047
do different is they

00:58:24.106 --> 00:58:24.967
require all their

00:58:24.987 --> 00:58:25.847
franchisees to have a

00:58:26.329 --> 00:58:27.248
commercial property with an

00:58:27.409 --> 00:58:28.630
office and a sorting area

00:58:29.110 --> 00:58:30.311
to encourage the recycling.

00:58:30.771 --> 00:58:32.954
Like that's more than, yeah.

00:58:34.474 --> 00:58:36.295
Yeah.

00:58:36.496 --> 00:58:38.217
That's more than, what do you call it?

00:58:38.637 --> 00:58:38.858
You know,

00:58:38.878 --> 00:58:40.599
what some of the other franchises

00:58:40.619 --> 00:58:40.920
require.

00:58:40.940 --> 00:58:41.641
We'll just leave it at that.

00:58:42.701 --> 00:58:43.382
That's, yeah.

00:58:44.202 --> 00:58:44.342
Yeah.

00:58:45.623 --> 00:58:45.724
Yeah.

00:58:47.076 --> 00:58:47.596
So yeah, I mean,

00:58:48.016 --> 00:58:48.996
these metrics are super

00:58:49.036 --> 00:58:50.836
important to track it in

00:58:50.856 --> 00:58:51.878
the field because they're

00:58:51.898 --> 00:58:53.757
gonna feed the cost for us.

00:58:53.898 --> 00:58:55.119
So once we have the cost,

00:58:55.518 --> 00:58:58.219
now we can start calculating other stuff.

00:58:58.539 --> 00:58:59.900
But for example, revenue per job,

00:59:00.541 --> 00:59:02.581
team costs or labor costs, very important,

00:59:02.701 --> 00:59:05.302
fuel costs, dump costs, revenue per hour,

00:59:05.342 --> 00:59:06.181
even revenue per hour,

00:59:06.222 --> 00:59:07.802
just trying to see how fast

00:59:08.163 --> 00:59:08.722
they're working.

00:59:09.242 --> 00:59:10.583
Because sometimes we have

00:59:10.623 --> 00:59:12.885
guys out there and they may

00:59:12.905 --> 00:59:14.545
be just driving around if

00:59:14.585 --> 00:59:16.445
they are not being tracked with GPS.

00:59:17.405 --> 00:59:19.025
And by you having this metric in place,

00:59:19.485 --> 00:59:21.146
you kind of like have an

00:59:21.246 --> 00:59:22.626
average revenue per hour

00:59:23.547 --> 00:59:24.827
type of metric that you can

00:59:24.847 --> 00:59:26.327
kind of like compare to.

00:59:26.987 --> 00:59:28.367
And you can kind of see if

00:59:28.547 --> 00:59:29.887
that person is doing their job or not.

00:59:31.047 --> 00:59:31.288
Yeah.

00:59:32.648 --> 00:59:34.628
So the last thing is that

00:59:34.969 --> 00:59:36.608
once you are on site, right,

00:59:37.309 --> 00:59:38.789
you have to sell your services, right?

00:59:38.809 --> 00:59:40.030
You have to start selling your services.

00:59:40.050 --> 00:59:40.889
There are multiple things

00:59:40.969 --> 00:59:42.349
here that are going to,

00:59:43.550 --> 00:59:44.271
or the client is going to

00:59:44.291 --> 00:59:45.471
take into consideration.

00:59:45.990 --> 00:59:46.871
How professional you look,

00:59:48.974 --> 00:59:50.715
and your prices, right?

00:59:51.335 --> 00:59:53.096
So prices will be the last

00:59:53.135 --> 00:59:55.396
thing to discuss while you are on site,

00:59:55.876 --> 00:59:56.498
but especially the

00:59:56.657 --> 00:59:58.018
professionalism of how

00:59:58.057 --> 00:59:59.659
you're showing to your client, right?

00:59:59.938 --> 01:00:00.920
If you're being respectful,

01:00:01.900 --> 01:00:03.420
if you're being, you know,

01:00:03.440 --> 01:00:05.342
if you have some ethical or

01:00:05.362 --> 01:00:06.621
some manners on site.

01:00:07.163 --> 01:00:09.923
So those type of things are

01:00:09.983 --> 01:00:12.025
things that really help you

01:00:12.744 --> 01:00:13.905
to capitalize on

01:00:14.693 --> 01:00:15.813
That particular job that

01:00:15.853 --> 01:00:17.434
costs so much effort

01:00:17.893 --> 01:00:19.014
through the whole funnel

01:00:19.034 --> 01:00:19.835
that we're talking about.

01:00:20.394 --> 01:00:22.715
And now your guys are the

01:00:22.795 --> 01:00:25.496
responsible to just say the right word,

01:00:26.235 --> 01:00:28.396
look amazing, look professional,

01:00:28.996 --> 01:00:30.777
say the right things at the right time,

01:00:31.498 --> 01:00:34.398
and just discuss prices so

01:00:34.418 --> 01:00:35.438
that you can start getting paid.

01:00:35.878 --> 01:00:37.400
But everything that we were

01:00:37.420 --> 01:00:38.039
discussing here,

01:00:38.280 --> 01:00:40.440
all of this element that we

01:00:40.460 --> 01:00:42.320
were discussing, it has a purpose.

01:00:43.041 --> 01:00:44.442
Like why I'm showing this?

01:00:44.858 --> 01:00:46.338
There's a purpose behind all this.

01:00:47.079 --> 01:00:48.780
The purpose is that if you

01:00:48.800 --> 01:00:51.400
want to scale your marketing efforts,

01:00:52.061 --> 01:00:53.601
if you don't have one of these buckets,

01:00:54.561 --> 01:00:55.802
it has a little hole in it,

01:00:57.043 --> 01:00:57.983
we have to work on it

01:00:58.224 --> 01:00:59.523
before we start putting

01:00:59.563 --> 01:01:00.784
more money on top of it.

01:01:00.824 --> 01:01:02.005
Because what we're doing is

01:01:02.065 --> 01:01:03.005
literally trashing money.

01:01:03.905 --> 01:01:05.306
If your landing page is not on point,

01:01:05.467 --> 01:01:07.447
if your lead distribution is not on point,

01:01:07.688 --> 01:01:09.007
if your phone calls are

01:01:09.027 --> 01:01:12.068
scripts or experience on

01:01:12.108 --> 01:01:13.010
the phone calls sucks,

01:01:13.748 --> 01:01:15.411
Your sales process is not on point.

01:01:15.731 --> 01:01:17.211
Your booking process is not on point.

01:01:18.152 --> 01:01:20.755
Your dispatching is not on point.

01:01:21.016 --> 01:01:23.458
Your guys on site are not doing their job.

01:01:24.018 --> 01:01:25.099
Chances are that you're

01:01:25.119 --> 01:01:26.021
going to end up saying that

01:01:26.041 --> 01:01:26.840
your marketing sucks.

01:01:28.402 --> 01:01:29.864
So why do we want to

01:01:29.903 --> 01:01:31.226
calculate all of these

01:01:31.306 --> 01:01:32.146
metrics and everything?

01:01:32.766 --> 01:01:33.568
Because there are two

01:01:33.827 --> 01:01:35.889
metrics that I really feel

01:01:36.050 --> 01:01:37.552
are one of the most important,

01:01:37.731 --> 01:01:38.972
if not the most important,

01:01:39.501 --> 01:01:40.541
not only for junk removal,

01:01:40.561 --> 01:01:42.483
but for any business,

01:01:42.802 --> 01:01:45.364
which is LTV and CAC, right?

01:01:45.864 --> 01:01:47.766
So the LTV, the lifetime value, CAC,

01:01:47.826 --> 01:01:48.905
customer acquisition cost.

01:01:49.485 --> 01:01:51.907
Hey, guys, I'm going to have to jump off.

01:01:52.268 --> 01:01:52.568
I forgot.

01:01:52.588 --> 01:01:54.289
I have a 5.30 hard time in Fort Worth.

01:01:56.128 --> 01:01:57.929
So I got to go.

01:01:58.871 --> 01:01:59.251
You know,

01:01:59.271 --> 01:02:01.612
we start talking about CAC and

01:02:01.652 --> 01:02:02.592
all of a sudden Casey leaves.

01:02:03.773 --> 01:02:04.672
Yeah, I know.

01:02:05.152 --> 01:02:06.193
I don't like talking about CAC.

01:02:07.635 --> 01:02:08.554
All right.

01:02:08.974 --> 01:02:10.213
Yeah, that's Casey Borbo.

01:02:10.233 --> 01:02:10.353
See,

01:02:10.434 --> 01:02:11.373
this is why I do all the talking

01:02:11.393 --> 01:02:12.235
because Casey shows up late

01:02:12.255 --> 01:02:12.775
and leaves early.

01:02:17.114 --> 01:02:17.436
All right.

01:02:17.936 --> 01:02:21.335
So we were talking here about CAC and COGS,

01:02:21.476 --> 01:02:21.675
right?

01:02:21.876 --> 01:02:23.217
So all these metrics that we

01:02:23.237 --> 01:02:23.916
were discussing,

01:02:24.317 --> 01:02:25.697
all of this process that we

01:02:25.717 --> 01:02:27.317
were showing here are with

01:02:27.376 --> 01:02:29.217
just one fundamental thing.

01:02:29.458 --> 01:02:30.898
So for our listeners out there real quick,

01:02:31.057 --> 01:02:32.597
LTV, lifetime value, right?

01:02:32.617 --> 01:02:33.617
You anticipate how much that

01:02:33.637 --> 01:02:35.018
customer is going to be worth long-term.

01:02:35.039 --> 01:02:36.998
And CAC is customer acquisition cost.

01:02:37.556 --> 01:02:39.157
And then COGS, cost of goods sold.

01:02:40.898 --> 01:02:41.478
That's one thing in the

01:02:41.518 --> 01:02:42.297
military we always talk about.

01:02:42.318 --> 01:02:43.197
Whenever we use an acronym,

01:02:43.217 --> 01:02:44.757
because we love acronyms in the military,

01:02:45.077 --> 01:02:46.179
is to always be sure we

01:02:46.259 --> 01:02:48.539
define them and not throw them away.

01:02:48.599 --> 01:02:50.338
So customer acquisition costs,

01:02:50.398 --> 01:02:51.679
simplest way to get that is

01:02:51.760 --> 01:02:54.260
total marketing dollars

01:02:54.360 --> 01:02:56.641
against that acquired customer.

01:02:56.721 --> 01:02:57.621
And you can break it down by

01:02:57.681 --> 01:02:58.740
sector when you say, okay,

01:02:58.940 --> 01:03:00.041
I got this customer from Google.

01:03:00.081 --> 01:03:01.342
Now I can look at the Google sector.

01:03:01.581 --> 01:03:02.842
I got this customer from networking.

01:03:02.882 --> 01:03:03.882
Now I can look at the networking sector.

01:03:04.898 --> 01:03:06.079
Same with lifetime value.

01:03:06.219 --> 01:03:07.360
We anticipate commercial

01:03:07.400 --> 01:03:08.141
accounts are going to have

01:03:08.181 --> 01:03:09.641
a greater lifetime value

01:03:09.661 --> 01:03:11.143
than a commercial or a

01:03:11.182 --> 01:03:12.364
residential account because

01:03:12.384 --> 01:03:13.244
the likelihood of them

01:03:13.284 --> 01:03:14.184
repeating is higher.

01:03:14.826 --> 01:03:16.766
And then finally, cost of goods sold.

01:03:17.827 --> 01:03:18.628
As you scale,

01:03:18.668 --> 01:03:20.710
it becomes more complicated

01:03:20.730 --> 01:03:22.251
to do a job by job.

01:03:22.510 --> 01:03:24.132
So get in the habit of doing it.

01:03:25.153 --> 01:03:26.255
When you have one or two trucks,

01:03:26.315 --> 01:03:28.135
it's a lot simpler to figure out, hey,

01:03:28.175 --> 01:03:29.896
this is your daily average,

01:03:30.336 --> 01:03:31.538
and where'd you slow down?

01:03:32.958 --> 01:03:36.340
We went in depth on COGS last episode,

01:03:36.360 --> 01:03:37.101
two episodes, whatever,

01:03:37.161 --> 01:03:38.963
when we talked to Happy Junker Mool.

01:03:39.884 --> 01:03:42.646
If you get nothing else after this,

01:03:43.346 --> 01:03:44.387
your data matters, right?

01:03:44.487 --> 01:03:45.206
And then you know where to

01:03:45.306 --> 01:03:46.128
reinvest the money.

01:03:46.307 --> 01:03:48.690
So, Fox, let's get back to it.

01:03:49.090 --> 01:03:50.150
Yeah, I mean, actually,

01:03:50.190 --> 01:03:52.211
I was going to get into that in here, but

01:03:52.782 --> 01:03:54.284
just for respect of the the

01:03:54.463 --> 01:03:55.965
audience I also want to

01:03:56.304 --> 01:03:57.666
wrap up the idea here about

01:03:57.686 --> 01:03:59.748
the cac and ltv ratio so

01:04:00.168 --> 01:04:02.371
when you know your ltv when

01:04:02.411 --> 01:04:04.652
you know your cac literally

01:04:04.853 --> 01:04:06.675
and you know the ratio it's

01:04:06.695 --> 01:04:09.318
so powerful because now you

01:04:09.577 --> 01:04:10.958
pretty much if you have

01:04:10.978 --> 01:04:12.641
that ratio like nailed down

01:04:12.880 --> 01:04:13.942
you pretty much know like

01:04:14.001 --> 01:04:15.103
for every dollar that you

01:04:15.123 --> 01:04:16.885
put in you know pretty much

01:04:17.324 --> 01:04:17.945
what you get out

01:04:18.722 --> 01:04:20.123
So it's not about ROAS

01:04:20.304 --> 01:04:20.963
because that's the thing.

01:04:21.003 --> 01:04:22.704
So I put something here a

01:04:22.784 --> 01:04:25.467
few months ago about ROAS.

01:04:26.126 --> 01:04:28.668
And I said on a post like ROAS.

01:04:29.088 --> 01:04:29.588
What's ROAS?

01:04:29.608 --> 01:04:30.989
I don't even know what ROAS is.

01:04:31.369 --> 01:04:31.590
Yeah.

01:04:31.630 --> 01:04:32.851
Return on ad spend.

01:04:33.070 --> 01:04:33.952
Oh, all right.

01:04:34.192 --> 01:04:35.952
But honestly, ROAS,

01:04:36.914 --> 01:04:38.215
this is just my personal opinion.

01:04:38.875 --> 01:04:41.275
ROAS is a fancy metric used

01:04:41.315 --> 01:04:43.898
by marketers to prove their stuff works.

01:04:44.556 --> 01:04:45.436
Yeah, here's the deal.

01:04:45.637 --> 01:04:47.016
I don't even fucking – I'm a data guy,

01:04:47.056 --> 01:04:47.657
and I don't even know what

01:04:47.697 --> 01:04:48.757
it was until four seconds

01:04:48.797 --> 01:04:52.117
ago because it's so fucking

01:04:52.117 --> 01:04:54.818
– that's an insignificant number to me.

01:04:55.498 --> 01:04:57.099
Return on ad spend.

01:04:57.759 --> 01:04:58.338
Yeah, I get it,

01:04:58.498 --> 01:04:59.460
but customer acquisition

01:04:59.500 --> 01:05:00.880
cost is a little more dialed in.

01:05:02.219 --> 01:05:02.920
Yeah, fuck that.

01:05:03.179 --> 01:05:03.440
All right.

01:05:03.699 --> 01:05:04.219
I like it.

01:05:04.519 --> 01:05:05.101
Correct.

01:05:05.360 --> 01:05:06.521
And when you're talking

01:05:06.541 --> 01:05:09.320
about LTV car ratio, so that's the metric,

01:05:09.681 --> 01:05:10.820
the big corporation they

01:05:10.940 --> 01:05:12.461
use just to know either

01:05:12.481 --> 01:05:13.842
stuff that they're doing is work.

01:05:14.505 --> 01:05:16.905
So why being so different to

01:05:17.045 --> 01:05:18.847
companies like 1-800-GOT-JOHN,

01:05:18.887 --> 01:05:20.668
College Hunts, Young King, John Bloggers,

01:05:21.367 --> 01:05:21.907
those people they're

01:05:21.947 --> 01:05:23.548
tracking this metrics in the back end.

01:05:24.289 --> 01:05:25.690
That's why every time that

01:05:25.710 --> 01:05:26.710
they're opening a location,

01:05:26.750 --> 01:05:29.650
they know exactly what or

01:05:29.971 --> 01:05:31.431
how much money they're

01:05:31.492 --> 01:05:32.291
allocating into the

01:05:32.331 --> 01:05:35.934
specific location or the

01:05:35.954 --> 01:05:36.853
business owner needs to be

01:05:36.873 --> 01:05:37.875
allocating to that

01:05:37.914 --> 01:05:38.954
particular location to

01:05:38.994 --> 01:05:39.755
start making money.

01:05:40.275 --> 01:05:43.056
Because the thing is that LTVCAT ratio

01:05:43.510 --> 01:05:44.771
you're taking consideration

01:05:44.911 --> 01:05:45.851
aspect like COGS.

01:05:45.971 --> 01:05:49.512
And COGS, for you to calculate COGS,

01:05:49.552 --> 01:05:50.934
you need to start tracking metrics.

01:05:51.574 --> 01:05:54.396
It's so easy to track return on ad spend.

01:05:54.596 --> 01:05:54.815
Well,

01:05:55.315 --> 01:05:58.318
for every dollar that you are investing,

01:05:58.338 --> 01:05:59.378
this is what you're getting out.

01:05:59.418 --> 01:06:00.039
But here's the deal.

01:06:00.719 --> 01:06:02.860
It's not about in numbers,

01:06:02.880 --> 01:06:03.860
it's about the bank account.

01:06:03.880 --> 01:06:05.402
So that's why I put something here,

01:06:05.422 --> 01:06:07.902
an icon of the bank.

01:06:08.731 --> 01:06:10.592
because it's not about the numbers.

01:06:10.753 --> 01:06:12.233
It's about what really,

01:06:12.512 --> 01:06:14.373
it's about the profit, right?

01:06:14.572 --> 01:06:15.313
It's about the profit.

01:06:15.793 --> 01:06:17.034
And also the return on ad spend.

01:06:17.074 --> 01:06:17.414
I mean,

01:06:17.454 --> 01:06:19.235
you can use that number and it's

01:06:19.295 --> 01:06:20.454
only good for like Google

01:06:20.474 --> 01:06:21.255
where you have a direct

01:06:21.275 --> 01:06:24.615
correlation between ad spend and dollars.

01:06:24.675 --> 01:06:25.695
Because there's a lot of, I mean,

01:06:25.735 --> 01:06:29.757
essentially return on ad spend is, I mean,

01:06:29.777 --> 01:06:30.336
that's your customer

01:06:30.356 --> 01:06:32.137
acquisition cost or

01:06:32.577 --> 01:06:34.378
customer acquisition costs on a revenue,

01:06:34.559 --> 01:06:34.719
right?

01:06:34.918 --> 01:06:36.239
Your actual return on revenue

01:06:37.693 --> 01:06:38.434
I'm okay with this.

01:06:38.454 --> 01:06:39.135
So we use that.

01:06:39.175 --> 01:06:41.077
So we use, we use total revenue.

01:06:42.297 --> 01:06:43.557
We use it as a metric, right.

01:06:43.597 --> 01:06:44.478
Which gets us to our

01:06:44.978 --> 01:06:46.521
customer acquisition ratio,

01:06:46.541 --> 01:06:47.581
which I use that all the time.

01:06:47.961 --> 01:06:48.101
Right.

01:06:48.121 --> 01:06:49.422
Because I know that my

01:06:49.463 --> 01:06:51.043
customers on Google are about average.

01:06:51.523 --> 01:06:53.164
I know when I get customers to realtors,

01:06:53.324 --> 01:06:54.385
they're going to be above average.

01:06:54.907 --> 01:06:56.168
And I know like next door is

01:06:56.208 --> 01:06:56.867
below average.

01:06:57.148 --> 01:06:57.288
Right.

01:06:57.367 --> 01:07:00.090
And I remember, I'm a Google LSA that the,

01:07:00.570 --> 01:07:00.851
you know,

01:07:01.471 --> 01:07:02.632
the actual customer was worth

01:07:02.652 --> 01:07:03.952
like less than half of what

01:07:03.992 --> 01:07:04.934
my normal customer is worth.

01:07:05.293 --> 01:07:07.474
because Google, you know, local LSA,

01:07:07.514 --> 01:07:07.795
what was it?

01:07:07.835 --> 01:07:09.434
Local service, whatever it was,

01:07:09.875 --> 01:07:10.755
professional bullshit.

01:07:11.076 --> 01:07:11.896
Like those were people

01:07:11.916 --> 01:07:12.976
always looking for the cheapest deal.

01:07:13.376 --> 01:07:14.797
Like they're always looking for,

01:07:14.817 --> 01:07:15.697
it was always like a single

01:07:15.737 --> 01:07:16.777
item or two item pickup.

01:07:18.717 --> 01:07:20.398
So there's some validity to it.

01:07:20.458 --> 01:07:21.518
The challenge is you have to

01:07:21.557 --> 01:07:22.438
do it by sector.

01:07:22.918 --> 01:07:23.458
So you can say, all right,

01:07:23.498 --> 01:07:24.398
I spent this money on Yelp.

01:07:24.438 --> 01:07:25.340
I spent this money on Google.

01:07:25.380 --> 01:07:25.980
I spent this money on

01:07:26.000 --> 01:07:26.780
Facebook and this is what I

01:07:26.800 --> 01:07:27.219
got out of it.

01:07:27.239 --> 01:07:27.219
100%.

01:07:28.360 --> 01:07:28.780
Yep.

01:07:29.661 --> 01:07:31.481
And that's something that, you know,

01:07:31.501 --> 01:07:32.300
by checking here,

01:07:32.400 --> 01:07:34.342
what you need to calculate LTV and CAC,

01:07:34.858 --> 01:07:36.498
So there's so many things that, I mean,

01:07:36.579 --> 01:07:37.378
here on the screen,

01:07:37.498 --> 01:07:39.519
you can see to calculate LTV,

01:07:39.539 --> 01:07:40.780
you need gross profit margin,

01:07:41.041 --> 01:07:41.880
average job size,

01:07:42.061 --> 01:07:44.802
average purchase frequency rate, pay jobs,

01:07:44.943 --> 01:07:46.943
new customer, retention rate,

01:07:47.023 --> 01:07:48.384
repeat client, referral,

01:07:49.505 --> 01:07:50.425
customer retention.

01:07:50.565 --> 01:07:51.905
So to calculate CAG,

01:07:52.666 --> 01:07:53.806
you need to know how much

01:07:53.827 --> 01:07:55.007
money you're spending online,

01:07:55.306 --> 01:07:56.668
how much money you're spending offline,

01:07:57.007 --> 01:07:57.588
how much money you're

01:07:57.608 --> 01:07:58.648
spending on the sales team,

01:07:59.509 --> 01:08:00.730
how many clients you have

01:08:00.789 --> 01:08:02.369
acquired through that

01:08:02.389 --> 01:08:03.090
period of time that you're

01:08:03.110 --> 01:08:03.791
calculating the CAG.

01:08:04.521 --> 01:08:07.804
So those are metrics that we

01:08:07.844 --> 01:08:08.545
as a business owner,

01:08:08.585 --> 01:08:09.425
we need to be on top of.

01:08:09.786 --> 01:08:10.686
It's not about ROAS.

01:08:11.166 --> 01:08:12.788
It's about LTV calculation.

01:08:12.827 --> 01:08:16.310
So that's why sometime when

01:08:16.371 --> 01:08:17.511
we are doing marketing and

01:08:17.551 --> 01:08:18.912
we're not tracking these metrics,

01:08:20.173 --> 01:08:22.454
any person can fool you by

01:08:22.515 --> 01:08:24.676
telling you their stuff is working.

01:08:25.457 --> 01:08:26.738
But when you see your back end count,

01:08:27.738 --> 01:08:28.439
it's not like that.

01:08:29.240 --> 01:08:32.382
So calculating this takes time.

01:08:32.947 --> 01:08:35.507
But trust me, it is 100% worth it.

01:08:35.889 --> 01:08:37.009
The information is there.

01:08:37.069 --> 01:08:37.989
So this is not something

01:08:38.050 --> 01:08:39.310
that is not online.

01:08:39.411 --> 01:08:40.371
It's online.

01:08:40.791 --> 01:08:41.452
All you have to do is go

01:08:41.471 --> 01:08:44.092
ahead and find it and apply it.

01:08:44.292 --> 01:08:45.594
Sometimes you don't need a

01:08:45.654 --> 01:08:47.774
super crazy software to do this.

01:08:47.814 --> 01:08:49.095
Sometimes you just need a spreadsheet.

01:08:49.615 --> 01:08:50.296
As simple as that.

01:08:51.237 --> 01:08:52.637
It takes time and it takes effort.

01:08:53.097 --> 01:08:53.798
But it is doable.

01:08:53.819 --> 01:08:57.121
All right.

01:08:57.220 --> 01:08:57.541
I like it.

01:08:58.140 --> 01:08:58.960
go back over to that other

01:08:58.979 --> 01:08:59.921
spot where you had the ratios.

01:08:59.940 --> 01:09:00.180
You said,

01:09:00.640 --> 01:09:01.801
explain to me this three to one

01:09:01.862 --> 01:09:03.181
ratio LTV over.

01:09:03.242 --> 01:09:03.641
Sure.

01:09:03.943 --> 01:09:05.063
Yeah, that's very good.

01:09:05.162 --> 01:09:07.024
So here you can see, let me one second.

01:09:07.703 --> 01:09:10.005
So the ideal LTV ratio is three to one.

01:09:10.045 --> 01:09:11.805
So it says here, in other words,

01:09:11.826 --> 01:09:12.845
so you want your company to

01:09:12.905 --> 01:09:14.046
generate three times more

01:09:14.087 --> 01:09:14.867
money than you would spend

01:09:14.907 --> 01:09:15.828
on acquiring the customer.

01:09:16.328 --> 01:09:16.988
But here's the deal.

01:09:17.509 --> 01:09:19.368
Some people, I think, I mean, that's way.

01:09:19.569 --> 01:09:19.689
Yeah.

01:09:19.729 --> 01:09:22.291
I mean, I, I would say no, my, mine,

01:09:22.791 --> 01:09:24.452
mine is 10 to one and it's

01:09:24.471 --> 01:09:25.591
a five to one minimum.

01:09:25.851 --> 01:09:27.672
Oh no, you're saying lifetime value.

01:09:29.890 --> 01:09:31.711
Lifetime value versus CAC.

01:09:32.751 --> 01:09:33.490
So if your CAC,

01:09:33.551 --> 01:09:34.511
if customer acquisition is $100,

01:09:34.511 --> 01:09:38.412
you're saying lifetime value is $300?

01:09:38.412 --> 01:09:39.012
So, for example,

01:09:39.372 --> 01:09:40.333
if you're... I have an

01:09:40.354 --> 01:09:41.434
example here that I did.

01:09:41.474 --> 01:09:42.234
Yeah, give me an example.

01:09:42.253 --> 01:09:43.255
Because I know mine has

01:09:43.274 --> 01:09:44.414
always been 5 to 1.

01:09:44.414 --> 01:09:47.416
A client here... And it's 10 to 1 is goal.

01:09:48.036 --> 01:09:48.176
So,

01:09:48.195 --> 01:09:50.577
for example... 5 to 1 is like...

01:09:51.016 --> 01:09:52.457
Anything below... It's good, better,

01:09:52.478 --> 01:09:52.677
best.

01:09:52.877 --> 01:09:55.078
Anything below 5 to 1, I've lost money.

01:09:55.639 --> 01:09:55.918
Correct.

01:09:57.539 --> 01:09:57.659
So...

01:09:58.612 --> 01:09:59.872
For example, I'm like, I mean,

01:09:59.953 --> 01:10:01.595
you can have multiple, multiple, you know,

01:10:01.614 --> 01:10:02.454
way to calculate it.

01:10:02.475 --> 01:10:03.435
But let's say that your life,

01:10:03.636 --> 01:10:05.238
your average lifetime value

01:10:05.297 --> 01:10:08.520
is 251 and your CAG here is 122.

01:10:08.520 --> 01:10:11.222
So yeah, you're divided by two.

01:10:11.243 --> 01:10:11.983
Yeah,

01:10:12.344 --> 01:10:15.405
because my math says that a good junk

01:10:15.426 --> 01:10:17.148
removal company can run a 20% profit,

01:10:17.587 --> 01:10:17.747
right?

01:10:17.967 --> 01:10:21.110
So if you're spending 20% of your money,

01:10:21.251 --> 01:10:22.212
you have to have that to reinvest.

01:10:22.391 --> 01:10:23.393
It's a five to one ratio.

01:10:23.432 --> 01:10:24.373
That's what it comes down to.

01:10:25.583 --> 01:10:27.425
I want to keep – my goal is 10 to 1.

01:10:27.585 --> 01:10:29.225
My goal is lifetime value is

01:10:29.225 --> 01:10:32.887
10 times my customer acquisition.

01:10:33.188 --> 01:10:35.229
And you don't see that day one.

01:10:35.248 --> 01:10:38.170
Yeah, because the lifetime value,

01:10:38.470 --> 01:10:39.310
then you start factoring in

01:10:39.331 --> 01:10:41.931
repeat business and referral business,

01:10:41.971 --> 01:10:42.072
right?

01:10:42.091 --> 01:10:43.592
Because I look at repeat and referrals,

01:10:44.193 --> 01:10:45.073
especially repeat,

01:10:45.293 --> 01:10:46.354
obviously very different

01:10:46.373 --> 01:10:48.314
than new customer

01:10:48.354 --> 01:10:49.395
acquisition because we

01:10:49.416 --> 01:10:50.136
already earned them.

01:10:50.461 --> 01:10:50.621
Right.

01:10:50.640 --> 01:10:51.782
So now you're really that's

01:10:51.942 --> 01:10:52.582
that's driving your

01:10:52.622 --> 01:10:53.582
lifetime value versus

01:10:53.662 --> 01:10:54.484
earning new customers.

01:10:54.804 --> 01:10:56.625
So, yeah, I would argue three to one.

01:10:56.645 --> 01:10:57.086
I mean,

01:10:57.926 --> 01:10:59.367
three to one when you're a small company,

01:10:59.407 --> 01:11:02.229
we have very low cogs and

01:11:02.309 --> 01:11:03.949
very even lower fixed costs.

01:11:03.970 --> 01:11:05.430
I mean, for me,

01:11:05.490 --> 01:11:06.431
I have very high fixed

01:11:06.471 --> 01:11:08.453
costs because I got trucks in my fleet,

01:11:08.472 --> 01:11:10.454
you know, a building,

01:11:11.234 --> 01:11:12.555
loads of insurance and coverage.

01:11:12.615 --> 01:11:12.796
Right.

01:11:12.836 --> 01:11:14.296
So I would argue that

01:11:14.356 --> 01:11:16.838
lifetime value goal minimum

01:11:16.899 --> 01:11:19.341
is five long term is probably 15 to one.

01:11:21.872 --> 01:11:23.353
So I think 15 to 1,

01:11:23.353 --> 01:11:24.974
let me just do the

01:11:25.054 --> 01:11:26.055
hillbilly math real quick,

01:11:26.055 --> 01:11:26.975
100 divided by 15.

01:11:26.975 --> 01:11:29.537
That is?

01:11:29.577 --> 01:11:30.938
Yeah, as I thought.

01:11:31.497 --> 01:11:34.421
So basically 7% customer acquisition cost.

01:11:34.940 --> 01:11:36.521
Yep, 6 points.

01:11:36.822 --> 01:11:37.141
Yeah, right.

01:11:37.242 --> 01:11:39.283
So that's a 7% customer acquisition cost.

01:11:39.304 --> 01:11:40.225
So I don't do the ratio.

01:11:40.585 --> 01:11:43.266
I look at it as customer acquisition costs,

01:11:43.346 --> 01:11:44.046
I want it below 10.

01:11:44.046 --> 01:11:45.068
I mean, that's it.

01:11:45.572 --> 01:11:45.912
I mean,

01:11:46.613 --> 01:11:48.073
so I would say seven to 10 customer

01:11:48.094 --> 01:11:48.594
acquisition costs.

01:11:48.755 --> 01:11:50.976
When you first start, it's like 25, 30,

01:11:50.975 --> 01:11:51.837
if not 50% customer

01:11:51.896 --> 01:11:53.377
acquisition costs those

01:11:53.417 --> 01:11:54.198
first couple of months,

01:11:54.759 --> 01:11:55.939
because you're spending money.

01:11:55.960 --> 01:11:56.140
I mean,

01:11:56.501 --> 01:11:58.762
you wrap a truck for five grand or

01:11:58.802 --> 01:11:59.863
three grand or whatever it is.

01:11:59.884 --> 01:12:01.425
I mean, it's going to take you, you know,

01:12:01.864 --> 01:12:02.445
those first couple of

01:12:02.485 --> 01:12:03.166
months that your customer

01:12:03.185 --> 01:12:03.926
acquisition cost is

01:12:03.987 --> 01:12:05.787
extremely high because wrapping a truck,

01:12:05.847 --> 01:12:07.310
printing off that initial batch of flyers,

01:12:07.470 --> 01:12:08.409
all that shit costs money.

01:12:09.511 --> 01:12:09.931
So, yeah.

01:12:10.971 --> 01:12:11.472
And, and,

01:12:12.014 --> 01:12:13.494
And the challenge here is, you know,

01:12:13.555 --> 01:12:14.055
like you said,

01:12:14.114 --> 01:12:16.756
to start tracking this by channels,

01:12:17.417 --> 01:12:18.738
because it takes time.

01:12:18.798 --> 01:12:19.679
I mean, it takes effort,

01:12:19.719 --> 01:12:21.100
but it's worth it at the end of the day,

01:12:21.560 --> 01:12:23.301
because when I started this

01:12:23.421 --> 01:12:24.703
conversation here, um,

01:12:24.922 --> 01:12:27.083
with you guys about the, uh,

01:12:27.203 --> 01:12:29.506
distribution of the leads, right?

01:12:29.565 --> 01:12:31.846
Everything is started right at the top.

01:12:32.427 --> 01:12:34.048
So everything is start here, right?

01:12:34.269 --> 01:12:35.529
If you don't know this,

01:12:37.091 --> 01:12:38.891
your numbers are not a hundred percent,

01:12:38.952 --> 01:12:39.152
right?

01:12:39.813 --> 01:12:40.132
Because.

01:12:40.659 --> 01:12:41.960
Your organic is your organic,

01:12:42.079 --> 01:12:43.261
but your paid traffic is

01:12:43.280 --> 01:12:43.980
your paid traffic.

01:12:44.501 --> 01:12:47.002
So this right here is a challenge.

01:12:47.862 --> 01:12:48.023
Yep.

01:12:48.422 --> 01:12:48.983
This is right.

01:12:49.042 --> 01:12:50.703
This is actually the right channel.

01:12:50.863 --> 01:12:51.144
Sorry.

01:12:52.463 --> 01:12:53.064
The challenge,

01:12:53.684 --> 01:12:55.404
because it's so simple to

01:12:55.484 --> 01:12:56.545
use pretty much to put some

01:12:56.585 --> 01:12:59.206
money on Google ads and just pray and see,

01:12:59.246 --> 01:13:01.346
well, if I have money in the bank account,

01:13:01.386 --> 01:13:02.728
it means that I'm doing

01:13:02.787 --> 01:13:04.127
good with my marketing agency.

01:13:05.509 --> 01:13:06.448
Maybe you're doing super

01:13:06.469 --> 01:13:07.269
good in your offline

01:13:07.309 --> 01:13:08.069
marketing and that's why

01:13:08.109 --> 01:13:08.869
you're still in business.

01:13:09.350 --> 01:13:09.470
Yep.

01:13:10.511 --> 01:13:12.854
So that's just the analogy there.

01:13:12.873 --> 01:13:14.395
All right.

01:13:14.555 --> 01:13:14.895
I love it.

01:13:15.576 --> 01:13:17.198
So cool.

01:13:17.677 --> 01:13:19.059
Is this spreadsheet

01:13:19.099 --> 01:13:20.119
available to people or is

01:13:20.140 --> 01:13:21.862
this what you use for internal training?

01:13:22.082 --> 01:13:22.202
Yeah.

01:13:22.242 --> 01:13:23.222
No, I mean, I can share it.

01:13:23.462 --> 01:13:23.963
I can share it.

01:13:24.003 --> 01:13:24.984
I have the spreadsheet for

01:13:25.465 --> 01:13:27.966
LTV gag ratio and also some

01:13:27.987 --> 01:13:29.167
spreadsheet here for

01:13:29.908 --> 01:13:31.090
tracking the metrics as well.

01:13:31.689 --> 01:13:32.451
So I'm going to make this

01:13:32.490 --> 01:13:33.612
real simple to our listeners.

01:13:35.313 --> 01:13:36.033
Shoot us an email.

01:13:36.514 --> 01:13:37.194
Drop us a line.

01:13:37.534 --> 01:13:38.416
For those that want it,

01:13:39.211 --> 01:13:41.032
I'll have Taylor and Xavier

01:13:41.072 --> 01:13:41.612
follow up with you.

01:13:41.631 --> 01:13:42.752
Taylor will come up with a... Actually,

01:13:42.773 --> 01:13:44.132
Taylor is going to put a

01:13:44.193 --> 01:13:45.854
post or something up in the VIP group.

01:13:46.134 --> 01:13:46.994
For anybody that wants it,

01:13:47.015 --> 01:13:49.155
you can DM us directly on the VIP group,

01:13:49.176 --> 01:13:50.676
then Thrashtalk Business Podcast.

01:13:51.076 --> 01:13:52.176
Shoot us a message with your email,

01:13:52.216 --> 01:13:52.716
what you want.

01:13:53.197 --> 01:13:53.938
Xavier is going to make it

01:13:53.978 --> 01:13:55.417
nice for us and convenient

01:13:56.158 --> 01:13:59.039
to give us the ratios, the sheet,

01:13:59.319 --> 01:14:01.001
how to calculate your CAC and your LTV,

01:14:01.020 --> 01:14:01.541
because there's a lot of

01:14:01.560 --> 01:14:02.140
information today,

01:14:02.421 --> 01:14:05.882
and also the sales funnel sheet.

01:14:05.903 --> 01:14:06.863
Let's go to the big finish here.

01:14:07.082 --> 01:14:08.323
I'm going to start it off, right?

01:14:09.761 --> 01:14:10.502
really is simple.

01:14:10.523 --> 01:14:12.042
There are only a few metrics

01:14:12.463 --> 01:14:13.724
that really matter in your business,

01:14:13.783 --> 01:14:13.923
right?

01:14:14.144 --> 01:14:15.024
The number one metric that

01:14:15.045 --> 01:14:16.225
matters in your business is EBITDA.

01:14:16.706 --> 01:14:17.905
Earnings before interest taxes,

01:14:17.926 --> 01:14:19.306
depreciation, admirization,

01:14:19.386 --> 01:14:20.766
otherwise known as profit.

01:14:20.947 --> 01:14:23.047
That is the number one metric, right?

01:14:23.668 --> 01:14:25.208
Second metric I talk about,

01:14:25.309 --> 01:14:26.250
and you talk about this too,

01:14:26.409 --> 01:14:28.631
is lifetime value against

01:14:28.990 --> 01:14:30.112
your customer acquisition costs.

01:14:30.131 --> 01:14:30.931
That's the second metric.

01:14:31.072 --> 01:14:31.792
So in order to get that,

01:14:31.811 --> 01:14:32.292
you have to know your

01:14:32.313 --> 01:14:34.292
lifetime value of your customers, right?

01:14:34.313 --> 01:14:35.493
You can extrapolate that over time.

01:14:35.594 --> 01:14:37.715
And the simplest way of doing that is

01:14:38.911 --> 01:14:41.072
Average cost per job and

01:14:42.672 --> 01:14:43.672
frequency they're going to use you,

01:14:43.932 --> 01:14:44.113
right?

01:14:44.193 --> 01:14:45.073
And residential commercial

01:14:45.094 --> 01:14:46.054
is going to be slightly different, right?

01:14:46.073 --> 01:14:46.675
That's a simple way.

01:14:46.895 --> 01:14:47.435
He has other ways.

01:14:47.814 --> 01:14:49.555
And then your customer acquisition cost,

01:14:49.895 --> 01:14:50.076
right?

01:14:50.655 --> 01:14:51.716
You know, divide that.

01:14:52.096 --> 01:14:54.078
When you know your EBITDA on

01:14:54.097 --> 01:14:55.438
your business and when you

01:14:55.478 --> 01:14:57.338
know the lifetime value to

01:14:57.819 --> 01:14:59.300
customer acquisition costs, right,

01:14:59.340 --> 01:15:01.201
which is ultimately your

01:15:02.301 --> 01:15:03.322
return on investment, right?

01:15:04.149 --> 01:15:05.529
against revenue when you

01:15:05.550 --> 01:15:06.251
know those two numbers

01:15:06.291 --> 01:15:07.511
you'll know exactly when to

01:15:07.551 --> 01:15:09.431
spend where and then how to

01:15:09.471 --> 01:15:10.612
be profitable and then you

01:15:10.631 --> 01:15:11.612
can get into cogs and

01:15:11.652 --> 01:15:12.893
disposal and all these

01:15:12.932 --> 01:15:14.052
other things those are the

01:15:14.113 --> 01:15:15.873
top two numbers and and for

01:15:15.894 --> 01:15:16.613
the people that are not

01:15:16.694 --> 01:15:18.414
numbers people get to know

01:15:18.454 --> 01:15:19.375
those two numbers and the

01:15:19.494 --> 01:15:20.755
third thing the third

01:15:20.774 --> 01:15:22.275
metric you gotta know where

01:15:22.296 --> 01:15:23.195
did my customers come from

01:15:23.695 --> 01:15:25.837
yeah having a high ratio of

01:15:25.957 --> 01:15:27.337
okay of the customers of my

01:15:27.396 --> 01:15:28.898
pool where did they come from and how

01:15:30.251 --> 01:15:30.591
what is the,

01:15:30.712 --> 01:15:32.011
what is the lifetime value and

01:15:32.072 --> 01:15:33.993
also the customer acquisition costs by,

01:15:34.014 --> 01:15:35.635
I call it sector, right?

01:15:35.954 --> 01:15:37.274
Your Google, your, you know,

01:15:37.336 --> 01:15:38.836
I look at online as Google, Facebook,

01:15:38.895 --> 01:15:40.457
next door, uh, and other,

01:15:40.476 --> 01:15:41.358
those are the ones we measure, right?

01:15:41.377 --> 01:15:41.858
And next word,

01:15:42.037 --> 01:15:43.279
next one for us is networking.

01:15:43.658 --> 01:15:46.720
Networking is general events, expos, um,

01:15:46.820 --> 01:15:48.002
realtors, senior living, right?

01:15:48.301 --> 01:15:49.542
Next category is visibility.

01:15:49.563 --> 01:15:50.323
That's seeing our trucks.

01:15:50.983 --> 01:15:52.283
Um, and, and, you know,

01:15:52.323 --> 01:15:53.265
next one is referral, right?

01:15:53.404 --> 01:15:54.125
Like I go right down the

01:15:54.164 --> 01:15:57.867
list and I know base by base because we,

01:15:58.688 --> 01:15:58.768
um,

01:15:59.827 --> 01:16:00.686
We ask, right?

01:16:00.707 --> 01:16:00.907
I said,

01:16:00.926 --> 01:16:03.307
we have a 99% hit ratio on the

01:16:03.368 --> 01:16:04.507
customers that actually use us,

01:16:04.769 --> 01:16:05.628
how they got ahold of us.

01:16:06.748 --> 01:16:08.350
Um, also Taylor just said,

01:16:08.369 --> 01:16:09.029
they're going to, he said,

01:16:09.310 --> 01:16:09.949
once we get the sheets,

01:16:09.970 --> 01:16:10.789
we're going to drop them in

01:16:10.810 --> 01:16:11.369
the VIP group.

01:16:11.511 --> 01:16:12.470
Even simpler, right?

01:16:12.591 --> 01:16:13.270
Relatively, you know,

01:16:13.331 --> 01:16:14.230
relatively simple for you.

01:16:14.251 --> 01:16:15.212
So that's my big,

01:16:15.292 --> 01:16:16.712
that's my big takeaway from the day.

01:16:16.952 --> 01:16:17.752
You're a marketing guy.

01:16:17.832 --> 01:16:18.613
I'm a numbers guy.

01:16:18.813 --> 01:16:20.113
When I look at the six buckets of business,

01:16:20.172 --> 01:16:22.134
it's marketing, sales, operations,

01:16:22.213 --> 01:16:22.833
the thing you do,

01:16:23.213 --> 01:16:25.354
resources that are human and finances,

01:16:25.734 --> 01:16:25.875
right?

01:16:26.114 --> 01:16:27.375
And the numbers, the numbers.

01:16:27.395 --> 01:16:28.716
So the numbers and the marketing people,

01:16:28.735 --> 01:16:29.496
when they get together,

01:16:30.206 --> 01:16:31.408
magic happens in between.

01:16:31.988 --> 01:16:34.211
So there's my, that's my top takeaway.

01:16:34.270 --> 01:16:35.032
What is Xavier?

01:16:35.051 --> 01:16:35.993
What's your top takeaway

01:16:36.014 --> 01:16:37.695
from my takeaway is from

01:16:37.815 --> 01:16:39.097
actually two episodes ago.

01:16:39.478 --> 01:16:40.979
I think it was you that you

01:16:41.000 --> 01:16:43.643
said every man needs a spreadsheet.

01:16:44.465 --> 01:16:45.546
So true.

01:16:46.904 --> 01:16:48.385
So basically we need,

01:16:48.444 --> 01:16:49.444
we need to track numbers

01:16:49.645 --> 01:16:52.146
because what gets measured

01:16:52.207 --> 01:16:52.827
gets worked on.

01:16:53.887 --> 01:16:54.387
It's addressed.

01:16:55.707 --> 01:16:57.208
Men lie, but numbers don't.

01:16:57.389 --> 01:16:58.770
So that's basically my takeaway.

01:16:58.810 --> 01:17:00.011
So people lie.

01:17:00.190 --> 01:17:00.711
Numbers do not.

01:17:00.890 --> 01:17:02.252
That is absolutely true.

01:17:02.452 --> 01:17:03.292
And that's the kind of great

01:17:03.332 --> 01:17:04.332
stuff we have here on the

01:17:04.353 --> 01:17:06.474
trash talk business podcast.

01:17:06.554 --> 01:17:07.434
Another great week.

01:17:07.935 --> 01:17:09.774
Uh, same guest from a couple of weeks ago,

01:17:09.795 --> 01:17:11.095
but another great episode

01:17:11.136 --> 01:17:12.617
here with Xavier sharing

01:17:13.077 --> 01:17:13.938
and pulling back the screen.

01:17:13.978 --> 01:17:14.137
Right.

01:17:14.618 --> 01:17:14.698
Um,

01:17:15.250 --> 01:17:16.010
You know, a lot of people say,

01:17:16.029 --> 01:17:17.690
what do business owners do

01:17:17.730 --> 01:17:18.430
on nights and weekends?

01:17:18.451 --> 01:17:18.612
Well,

01:17:18.652 --> 01:17:19.652
they build spreadsheets and flow

01:17:19.692 --> 01:17:20.872
charts so they better

01:17:20.912 --> 01:17:21.773
understand their business.

01:17:21.792 --> 01:17:22.573
So great business owners

01:17:22.592 --> 01:17:23.474
like Xavier and myself,

01:17:23.734 --> 01:17:24.533
that's what we're doing.

01:17:25.014 --> 01:17:25.975
And when you do that,

01:17:26.034 --> 01:17:27.716
when you get obsessed with your marketing,

01:17:27.735 --> 01:17:28.775
when you get obsessed with your data,

01:17:28.975 --> 01:17:30.396
when you get obsessed with your processes,

01:17:30.796 --> 01:17:32.358
that's when you see your

01:17:32.398 --> 01:17:33.497
business start to explode.

01:17:33.537 --> 01:17:35.439
So my challenge to everybody

01:17:35.479 --> 01:17:36.600
out there is figure out

01:17:36.739 --> 01:17:39.180
what sector or what bucket

01:17:39.381 --> 01:17:40.220
within your business you're

01:17:40.240 --> 01:17:42.021
obsessed with and double down on it.

01:17:42.471 --> 01:17:43.771
So that's my top takeaway.

01:17:43.792 --> 01:17:44.912
I know that's the next takeaway,

01:17:44.932 --> 01:17:46.393
but that's the biggest

01:17:46.432 --> 01:17:47.774
thing you can do this next

01:17:47.833 --> 01:17:49.554
week as you grow and scale

01:17:49.634 --> 01:17:51.154
your junk rule dream.

01:17:51.715 --> 01:17:54.234
So without further ado, I'm Andy Wines.

01:17:54.636 --> 01:17:55.595
Casey left us early.

01:17:55.895 --> 01:17:57.256
He's Xavier from Venezuela.

01:17:57.595 --> 01:17:59.356
And we will see you next week.

01:18:03.802 --> 01:18:04.524
Thanks for listening.

01:18:05.003 --> 01:18:06.546
Tap subscribe or follow to

01:18:06.565 --> 01:18:07.667
get the latest episode.

01:18:07.987 --> 01:18:09.448
And if you enjoyed this episode,

01:18:09.608 --> 01:18:10.389
be sure to leave us a

01:18:10.448 --> 01:18:12.110
review and tell a friend to listen.

01:18:12.591 --> 01:18:13.152
To learn more...