Your Marketing Strategy
Are you really taking all the variables into consideration when devising your marketing strategy?
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Who is Mike Crow?
Mike Crow is a Marketing and Business Expert who has built and managed multiple 7-figure businesses, including two 7-figure inspection firms.
For the past 15 years, he's coached thousands of other inspection business owners and has personally helped 100+ companies grow to $1,000,000+ in annual revenue. He has also helped multiple single-inspector operations earn 6-figure annual revenues (some surpassing $300,000).
Mike can teach any entrepreneur how to systematize and market their business to achieve their personal and professional goals.
Transcript
Hi, this is Mike Crowe, and I run home inspection business.
Speaker:In fact, I've run a couple of home inspection businesses.
Speaker:You know, true joy for me, though, has been helping literally
Speaker:thousands of home inspectors build really solid home inspection business as well.
Speaker:We can help a single man operation be able to do over three hundred
Speaker:thousand dollars a year,
Speaker:maybe all the way up
Speaker:to 400 thousand dollars a year as a single inspector operation.
Speaker:Even better for me is the 80 plus companies that we have helped
Speaker:be able to build million dollar home inspection businesses.
Speaker:I would like to help you be able to do the same thing.
Speaker:Hey, everybody, this is Mike Crowe with Coach Blueprint,
Speaker:and we are in the process of going through the book,
Speaker:the e myth the new version of it out there is called The e myth Revisited.
Speaker:And by the way, the e myth Revisited reads a little better, a little easier.
Speaker:So that's all good.
Speaker:But I am teaching from the e myth because that's what I learned
Speaker:from probably, gosh, almost 30 years ago.
Speaker:And I still have the book.
Speaker:It's still marked up and and has different highlights and notes in it.
Speaker:And so I'm going back to the book that helped me literally change
Speaker:my business once everything kind of tried to fall apart on me.
Speaker:And I was wondering what I did wrong.
Speaker:And then what I realized was I built it wrong.
Speaker:I hired my first consultant, my first coach, and he taught me this book,
Speaker:which at that point, again, was brand new out in the industry and everything.
Speaker:Maybe it wasn't quite 30 years ago. Sometimes things got away from us.
Speaker:Last time we talked
Speaker:about one of the most important parts, and that was your people strategy.
Speaker:And how do you get people to want to get it done? Right.
Speaker:And a lot of times I hear people say, how how do you want to get it done?
Speaker:So they do it exactly like you.
Speaker:Well, for starters, they're never going to do it exactly like you.
Speaker:But you want it done right. You want it done in the same order.
Speaker:You want it done with the same efficiency, if possible.
Speaker:And it can be a little more tricky than you might think.
Speaker:But we talked about that last week. And if you haven't heard that one.
Speaker:Oh, boy, it was good.
Speaker:It was important. And there's still a lot to learn on that.
Speaker:You'll always be learning how to deal with people the entire time
Speaker:you're in business every day.
Speaker:I'm learning a little bit about how to work with people.
Speaker:I just came back from another seminar this week that I was at.
Speaker:And one of the things that I watched and learned was, you know,
Speaker:what it takes to really help people want to make the right decisions,
Speaker:because the world is actually trying to encourage them
Speaker:to make the wrong decisions.
Speaker:You need to know that.
Speaker:You need to be aware that that's happening to you very likely,
Speaker:which is one of the reasons I say, you know, be successful and be around
Speaker:those that are successful, because successful people,
Speaker:you'll see more right decisions than you will see wrong decisions.
Speaker:You'll still see some wrong, but you'll see a lot more right decisions.
Speaker:All right. So Chapter 17 is your marketing strategy.
Speaker:Now, this chapter is actually pretty simple, pretty easy.
Speaker:And it doesn't begin to cover all of the things in marketing.
Speaker:In fact, we have been doing a three day boot camp on BIGBANG Marketing,
Speaker:which is my marketing campaign that I helped people understand
Speaker:and put together out there to do so much.
Speaker:But it has a couple of good points.
Speaker:We're going to talk about it a little bit,
Speaker:and then I'm going to try to expand on it a little bit more.
Speaker:One of the things I want to expand on right up front that's not in the book
Speaker:is the difference between a client and a customer.
Speaker:So a client is the person that a lot of times is paying you for your service.
Speaker:So if you take real estate agents, they understand this really, really well.
Speaker:If they go list a house, that home that they're listing, that seller,
Speaker:that is their client.
Speaker:But as soon as they put a sign in the front yard or put it out there, then
Speaker:hopefully a buyer comes along and goes, oh, man, we'd love to see this house.
Speaker:Could you show it to us?
Speaker:And a lot of times they call the agent on the sign.
Speaker:All right. And so the agent says, yeah, I'd be glad to show it to you.
Speaker:Ah, you do need to know that,
Speaker:you know, there's paperwork now and all this that covers this.
Speaker:But you need to know that I'm working for the the seller and you.
Speaker:So now the real estate agent has a client and a customer.
Speaker:Which one do they owe a duty of responsibility to?
Speaker:Both. Now, this is the big secret that I teach that
Speaker:makes my marketing completely different than everybody else's.
Speaker:As a home inspector, our client is the buyer
Speaker:of our services, and in most cases, that's the person buying the house.
Speaker:Like 90 plus percent of the time, the person buying the house is paying
Speaker:for our home inspection.
Speaker:And we want to make sure we take absolutely great care of them.
Speaker:What I do on top of that that makes it a little bit different
Speaker:is that there are like 11 other entities involved in a real estate transaction.
Speaker:And most home inspectors, 95
Speaker:plus percent of them all go, I wish they would all leave me alone.
Speaker:I'm working for the home buyer.
Speaker:Well, of course, you're working for the home buyer.
Speaker:But what makes me different is I realize I'm not working for just the home buyer.
Speaker:Yes. Highest duty responsibility to the home buyer.
Speaker:They don't take great care of them.
Speaker:Not going to cut any slack on the home inspection.
Speaker:But I start building into all of my systems
Speaker:things that will help the listing agent and the buyer's agent and the
Speaker:mortgage company, the title company and the insurance company
Speaker:and so forth and so on.
Speaker:OK, because when I do that, then all of those other people
Speaker:will start recommending my company to more buyers.
Speaker:Now, when those people start recommending me, I call them MAVEN's.
Speaker:A mavin is a person that influences
Speaker:somebody else's buying decision, and they do it on a regular basis.
Speaker:All right. It's not just a one time thing.
Speaker:It's not like you put something out on Facebook.
Speaker:Go, hey, you should go buy Apple Computer. All right.
Speaker:And they go, oh, yeah, I should go do that.
Speaker:Imagine somebody were
Speaker:teaching you how to do video editing and do a lot of stuff.
Speaker:And they had classes and they had 10 people in the class
Speaker:and they go say, you should go help somebody.
Speaker:You should go get an Apple computer
Speaker:and you should go get this kind of Apple computer.
Speaker:That person that's teaching the class is amazing.
Speaker:And that's what I want to make sure that you realize and see and hear
Speaker:on top of all of those other parts there.
Speaker:All right. So in the book, it says customer, customer, customer, customer.
Speaker:So here's what I want you to see.
Speaker:I have kind of defined client versus customer in my book in my world.
Speaker:The maven is our customer.
Speaker:Are they paying us? No.
Speaker:But if you think about it, in a real estate transaction,
Speaker:the buyer of the house is not paying the real estate agent either.
Speaker:The seller is paying them.
Speaker:The seller is paying them completely, OK.
Speaker:The buyer is not paying the buyer's agent even at all.
Speaker:But there's still a customer.
Speaker:So I want you to understand the big difference that I took
Speaker:and turned around on that was that, hey, the client, the home buyer
Speaker:who's paying us, we are going to take great care of them.
Speaker:But we have several customers that were also trying to make sure
Speaker:there's happy in the transaction.
Speaker:So as I go through this
Speaker:and I want you to hear when I say customer, I want you to hear Mavor,
Speaker:because there's only three ways to grow your business, to grow your revenue.
Speaker:One is to go get new customers. OK, or maven's.
Speaker:And in some cases, clients, people will try to go straight to get clients.
Speaker:But if I can get a customer a mavin,
Speaker:they will recommend me on average five times a year.
Speaker:Now I have some maven's that recommend us over a times a year.
Speaker:Two other buyers that they're working with.
Speaker:Those are some top producing agents. All right.
Speaker:And then I have some, you know, people that will recommend us once
Speaker:and we'll never see him again.
Speaker:All right. So not a really strong maven, but on average,
Speaker:a maven will recommend you about five times a year.
Speaker:And so it's very, very important that you see that.
Speaker:So as I'm going through this and he's you hear me say, customer,
Speaker:I want you to think, Mavin, I want you to think about that person
Speaker:that can refer you, because the challenge in most cases
Speaker:is that the home buyer is going to use you once and they're done OK.
Speaker:And you're looking for someone that you can work with on a regular basis.
Speaker:So one is go get new customers. OK.
Speaker:Two is to get those customers
Speaker:and or your clients to pay you more money per inspection.
Speaker:And by the way, when I show you how to raise prices, when to raise prices,
Speaker:how to charge properly for your service, you're probably going
Speaker:to make on the low side 40 dollars more per inspection on the high side.
Speaker:Two hundred dollars more per inspection.
Speaker:I know that sounds unrealistic, and I probably should have said less
Speaker:because you might not believe it.
Speaker:But when you see the thousands and thousands of people
Speaker:that I have trained and coached,
Speaker:you will realize that it's it's not that unbelievable at all.
Speaker:I have one gentleman in California right now. Love him. OK.
Speaker:You'll get a chance to meet him hopefully at some point.
Speaker:But when he first started with us, his inspections were about
Speaker:a hundred and fifty dollars less than they are right now. OK.
Speaker:And when you can charge properly for your service,
Speaker:it's amazing how many things you can add
Speaker:to your service that make you different than everybody else.
Speaker:All right. Oh, by the way, the third part was to get your customers
Speaker:to use you more frequently.
Speaker:In other words, get your referring partners to refer you more frequently.
Speaker:So one was new clients or customers, too, was get two people to pay you more.
Speaker:OK, and three was to get them to refer you more.
Speaker:If you're a restaurant,
Speaker:you want them to come into your restaurant maybe more often.
Speaker:One of the things that I tell, especially at home inspectors
Speaker:and I was talking with a
Speaker:top producing agent today and he coaches a lot of real estate agents.
Speaker:Was that you know?
Speaker:When I teach a home inspector, I'm saying
Speaker:you're either doing inspections or you're marketing.
Speaker:Now, that's not 100 percent true, but that's so important to understand
Speaker:the essence of that until you have enough business.
Speaker:And until you set somebody else up in your business.
Speaker:So they're doing the marketing for you.
Speaker:You're either marketing or doing inspections.
Speaker:It's really that simple right up front. OK.
Speaker:And so in the book, it says,
Speaker:marketing strategy starts, ends and lives and dies with your customer.
Speaker:That's very important.
Speaker:And because one of the things he talks about
Speaker:is the development in your marketing strategy.
Speaker:It's absolutely imperative that you forget about your dreams,
Speaker:forget about your vision, forget about your interest,
Speaker:forget about what you want, OK?
Speaker:Forget about everything but your customer.
Speaker:What do they need? What do they want? What are their dreams?
Speaker:And when it comes to marketing, what you want is unimportant.
Speaker:What you want is unimportant.
Speaker:It's what your customer wants that matters.
Speaker:Now, in our business,
Speaker:we have to make sure we take really good care of our client, the home buyer.
Speaker:But what makes my businesses different
Speaker:and the hundred plus businesses that I've helped people understand
Speaker:what they need to do to grow
Speaker:into a million dollar business is what do the customers want as well?
Speaker:What did their maven's want as well?
Speaker:And when we start putting those pieces into place, everything changes. OK.
Speaker:And so what your customer wants is significantly different
Speaker:probably than what you think he wants.
Speaker:Now, the good thing is you want to go find somebody
Speaker:that Ari understands what your customers maven's want.
Speaker:OK, inside of all that it did right down here, a quote from Zig Ziglar
Speaker:that I've lived by my entire life, and that is basically when you help
Speaker:other people get what they want, you'll get everything you want.
Speaker:OK, it's not an exact quote, but you understand the essence of it
Speaker:when you help other people get what they want.
Speaker:You're going to get everything you want.
Speaker:And that's one of the reasons
Speaker:why life is so blache, just because I have lived by that.
Speaker:And my whole philosophy is help people help themselves
Speaker:when I help people help themselves.
Speaker:I have gotten everything I need and want and desire
Speaker:in my life, and it's been one of those cool things.
Speaker:So when you see a customer, when you see somebody
Speaker:and you're trying to get you're trying to influence them.
Speaker:Here's what he puts in here in the book I thought was pretty good.
Speaker:Imagine them having this little probe sticking up out of their head
Speaker:like an antenna. OK, because that's what it is.
Speaker:And at the end of the antenna is a sensor and it's beeping away like crazy.
Speaker:And here's what you need to know.
Speaker:They are reading
Speaker:all of these signs of whether they want to do business with you or not.
Speaker:They're talking about colors, shapes, sounds, smells, your store, your office,
Speaker:the restaurant where they're meeting you for lunch,
Speaker:but they're taking up all of these sensory data from you, OK?
Speaker:It might be how you're sitting or standing the color of your hair,
Speaker:how your hair is calm, the expression on your face and in the old days.
Speaker:One of the things I tried to keep in mind was that most of my customers
Speaker:maven's were slightly older women than average and very, very conservative.
Speaker:Now, a lot of that's changed over the years,
Speaker:but still in the very beginning.
Speaker:I just don't want to wear t shirts. I don't want to wear shorts.
Speaker:I don't want to wear some hat that has some really bad message on it
Speaker:and a shirt on a t shirt that has a bad message on it.
Speaker:So when we talk about colors and shapes and sounds and what you wear
Speaker:and what you don't wear, then all of that makes a difference now.
Speaker:I want to say this very carefully.
Speaker:If you have any of those characteristics, let's say you have tattoos,
Speaker:let's say you have piercings, you can market past all of that. However.
Speaker:It's easier when you don't have to market past that.
Speaker:Sometimes people go, well, I don't have anybody get mad at me
Speaker:and they're covered with tattoos.
Speaker:And by the way, we now have inspectors that have tattoos.
Speaker:But in the beginning, I wouldn't hire people with tattoos
Speaker:and I don't allow and I don't recommend facial hair. All right.
Speaker:We have gotten easier on that, too, especially during the wintertime.
Speaker:I read a book years ago called Dress for Success,
Speaker:and you want to make sure that you're dressing
Speaker:so that people feel more comfortable with you.
Speaker:So nothing escapes that sensor
Speaker:and it kind of absorbs all the stimuli from the environment.
Speaker:Nothing escapes your customer as he absorbs the information
Speaker:he is using to make a decision whether to buy or not buy from you.
Speaker:By the way, this is one of the reasons your client coordinators are so important
Speaker:or whoever answers your phones, because our inspectors are great.
Speaker:They're wonderful, they're amazing.
Speaker:However, if the people that answer our phones messed that up,
Speaker:the buyer never gets to see how good of an inspection we did.
Speaker:Now, if we're lucky,
Speaker:they're doing the mavin and there is the customer and they know.
Speaker:And so if they had a bad experience once, then they may give us a
Speaker:little bit of grace. But you need to be very careful of that.
Speaker:So think of the sensor, that antenna as your customers conscious mind.
Speaker:Its job is to gather up the information needed for a decision.
Speaker:And most of what it does, however. This is important.
Speaker:Most of what it does, however, is unconscious, unconscious.
Speaker:And it's more like a habitual decision making.
Speaker:And the decision is made by your customers unconscious mind.
Speaker:All right. So, again, the first thing is
Speaker:that you need to know that they're taking in all of this data.
Speaker:The second thing is you need to know that their unconscious mind
Speaker:is making decisions based on their past
Speaker:environmental habit , history or behavioral history.
Speaker:When you realize that,
Speaker:you have to start realizing, you have to think deeper than you might
Speaker:at any other time when you're building your marketing strategies.
Speaker:OK, so in your customers, unconscious mind is where all the action is happening.
Speaker:And it's one of the most important parts. And in fact.
Speaker:You probably know this, but for instance, in a television commercial,
Speaker:the sellers made or lost in the first three or four seconds. OK.
Speaker:In a print ad, 75 percent of the buying
Speaker:decisions are made at the headline alone.
Speaker:All right. In a sales presentation and presentations are your fastest number
Speaker:one thing you need to do is make sure that you can build your business.
Speaker:And if you can't do it, we hire people to go do those for us.
Speaker:All right. And the sell is made or lost
Speaker:in the first three minutes of the presentation.
Speaker:And so it's very important that you understand how quickly somebody's
Speaker:subconscious or unconscious mind
Speaker:can make those determinations or whether you can buy something or not.
Speaker:It's kind of funny
Speaker:because we talked about this earlier and I kind of mentioned it earlier.
Speaker:But first, it's research shows that the Navy suit, the Navy blue suit is
Speaker:perhaps the most powerful suit a person can wear in business.
Speaker:And you have instant impact and people
Speaker:feel instantly more comfortable with you with that.
Speaker:And in fact, did the guy that created Revlon,
Speaker:it was said that he had two hundred and twenty suits.
Speaker:All of navy blue.
Speaker:OK. Because he knew that worked.
Speaker:Now, once I figured that out from reading the book,
Speaker:especially on how to dress for success,
Speaker:and then I studied a bunch of other things, I realized, man,
Speaker:that was the only color suit I was ever going to wear for doing
Speaker:presentations like at real estate offices and different things as well.
Speaker:All right. Now, since then, suits have become less and less important.
Speaker:But I will tell you that,
Speaker:you know, a lot of times when you're in the right circles,
Speaker:you still see lots of suits.
Speaker:I went somewhere the other day and four out of five people all had suit
Speaker:jackets on. Some of them had suit jackets and ties on. OK.
Speaker:So it's important that you understand that.
Speaker:Now, here's what you may not understand.
Speaker:You may go, well, that's not fair.
Speaker:Because if you're thinking about facial hair,
Speaker:if you're thinking about tattoos, if you're thinking about piercings
Speaker:and you're thinking about all this other stuff
Speaker:and you think they should use you anyway, you're right.
Speaker:They probably should use you anyway.
Speaker:However, their subconscious, though, their unconscious mind,
Speaker:is already making decisions on whether they want to do business with you.
Speaker:I'll give you an example here.
Speaker:Use uses in the book. So.
Speaker:You go in and you see this guy in this great navy blue suit
Speaker:and does a great presentation and all that, and you go, wow, OK.
Speaker:And your subconscious feels comfortable, whether you know it or not now.
Speaker:Same exact presentation, same exact everything.
Speaker:But you go in and the guy is wearing an orange suit, bright
Speaker:orange, OK, an expensive one at that, maybe.
Speaker:And he's wearing a white on white silk shirt and a green and white striped
Speaker:Italian silk tie, maybe a silver belt buckle
Speaker:with his initials in green
Speaker:jade across the face of it, and a diamond tie pin to care
Speaker:glimmering out at you just above, you know, the button of his vest
Speaker:and a pair of white lizzard cowboy boots. OK.
Speaker:Which one would you feel more comfortable buying something from?
Speaker:See, the decision shouldn't be on whether it's orange or blue,
Speaker:but your subconscious made a decision before you did.
Speaker:And you need to understand that when you're out there marketing,
Speaker:that's part of it.
Speaker:And by the way, that's just getting your foot in the door, step part of it.
Speaker:And you can think about it.
Speaker:Don't take too long because that guy's out of business. Right.
Speaker:There have been a couple of cases where I've actually joked
Speaker:and I've actually dealt with people that wore orange suits,
Speaker:but it was for an impact on some different things.
Speaker:And so we had some fun with that.
Speaker:So the fact that you couldn't conduct serious business
Speaker:that way with the man in the orange suit, because, you know,
Speaker:you could if he were wearing blue, says that there's no such thing as reality
Speaker:because reality means it shouldn't have made any difference. But it does.
Speaker:And someone said this, and I thought it was very profound.
Speaker:You know, you hear people all the time tell you things.
Speaker:And by the way, a lot of times you hear stuff that said
Speaker:over and over and over and over again, it isn't true. All right.
Speaker:So here's one of those.
Speaker:Find a need and fill it. Find a need and fill it.
Speaker:It sounds accurate, but it's not.
Speaker:It's totally inaccurate.
Speaker:What you should do is find a perceived need,
Speaker:find a perceived need, something they think they need and fill it.
Speaker:Because if your customer doesn't perceive he need something,
Speaker:he doesn't, even if he actually does.
Speaker:I mean, I hope you get that even if he actually does need it,
Speaker:if he doesn't understand that he needs it or has a perception of needing it,
Speaker:then you're dead in the water.
Speaker:So those perceptions are at the heart of your customers decision making process.
Speaker:All right. And so here's the question.
Speaker:Are you beginning to get a sense of the complexity of the business
Speaker:called marketing? And it's so, so important.
Speaker:And I want to make sure that you see that and you feel that because so often.
Speaker:People do not understand how complex marketing is, and it's one of the reasons
Speaker:I have a three day boot camp on marketing, and if you're interested in the three
Speaker:day boot camp, sent an email to hello at Coach Blueprint.
Speaker:I don't even know when the next one is,
Speaker:but I can let you know when the next one is
Speaker:and when that's scheduled, and we can put you on the list for that one.
Speaker:Usually they're filled up and usually I only allow a certain number of companies
Speaker:and it's and it's a small number of companies
Speaker:to come to that boot camp because we want to pay special attention
Speaker:to each and every company during that and everything, OK?
Speaker:And so anyway, I'm hoping you're understanding it,
Speaker:because until you understand and until you begin to take your marketing
Speaker:seriously, OK, until you give it the earnest attention it demands,
Speaker:your prototype business
Speaker:that we've been talking about building will continue to be only that, OK?
Speaker:It could hope to be under the under the circumstances of maybe a crapshoot.
Speaker:You know, hey, let's roll the dice and see what it comes up.
Speaker:All right. And unfortunately, you may or may not get what you want.
Speaker:And in fact, I'm going to tell you a big secret.
Speaker:You want to write this one down?
Speaker:You were not in the home inspection business.
Speaker:You are in the business of marketing a home inspection business.
Speaker:You're not on the home inspection business or whatever kind of business you're in.
Speaker:You have a restaurant, you're not really in the restaurant business.
Speaker:You're in the marketing of the restaurant.
Speaker:If you're a CPA, you're not really you're not really just a numbers person.
Speaker:You're not really just a CPA.
Speaker:You're in the business of marketing, CPA services.
Speaker:This is so important.
Speaker:And it's one of the biggest breakthroughs
Speaker:that when I'm coaching people, they finally get and they understand.
Speaker:So your business is a lot more fragile as a small business.
Speaker:Your business is a lot more fragile than, say, a big business like Wal-Mart.
Speaker:Wal-Mart can make some big mistakes, make million dollar mistakes,
Speaker:and they'll survive it. Now, you can't afford that.
Speaker:You might not be able to afford a ten thousand dollar mistake. All right.
Speaker:And trust me, I've seen people
Speaker:make those kind of mistakes and sometimes they go out of business because of it.
Speaker:So you've got to make sure that that 10000 dollars that you're
Speaker:getting ready to put into marketing is done and done right.
Speaker:If you have 10000 dollars for marketing, how are you going to market your business?
Speaker:And in the old days, I remember this and and you will laugh at this now.
Speaker:But you have to know that 35 years ago, it was considered
Speaker:a big thing to be in the Yellow Pages.
Speaker:I told people years before
Speaker:the Yellow Pages went out of business, I want to take that ten thousand dollars
Speaker:that I'm paying in Yellow Pages and I want to put that into.
Speaker:Well, what we call Big Bang marketing, which is basically making sure
Speaker:that we're doing presentations at real estate offices, helping the
Speaker:the MAVEN's understand who we are.
Speaker:And of course, we do all of that more now.
Speaker:And the 10000 gets me five times the effect.
Speaker:As it would have if I spent it going after just homebuyer's, for instance.
Speaker:OK, so if anything, you've got to take
Speaker:your marketing more seriously than even a big business does. OK.
Speaker:Even Macdonald does.
Speaker:And we have kind of entered into an unforgiving age.
Speaker:And I've talked about this many, many times.
Speaker:We are in an age where countless small businesses will either accept
Speaker:the challenge of an information blooded society. In other words,
Speaker:there is so much information out there that you get lost in it.
Speaker:And if they're not aware of that, they could easily be destroyed by that.
Speaker:So one of the things that I want to make sure that you understand is that
Speaker:we are in an age in which your customer or maven
Speaker:is literally is covered up with products and promises
Speaker:that he becomes swamped in confusion and indecision.
Speaker:In fact, I tell people, if you want somebody to not make
Speaker:a decision, confuse them.
Speaker:That's all it takes. Confuse them.
Speaker:And they will stop in their tracks and they will not make a decision,
Speaker:you know, do you want a or do you want B?
Speaker:In fact, they did this study one time, and I thought it was amazing that
Speaker:they had this cart at like a state fair type thing or a craft show,
Speaker:and it had six types of jellies on it.
Speaker:And then somebody went, Wow, man, we did so good,
Speaker:we should have twenty six types of jelly.
Speaker:And so they did.
Speaker:They sold more consistently every time they tested it.
Speaker:They sold more jelly when they only had six guys than they did
Speaker:when they had 26 guys. Consistently.
Speaker:So a confused customer will not buy
Speaker:and or will not buy as much. All right.
Speaker:So the challenge of our age is to learn our customers language.
Speaker:Our maven's language.
Speaker:And we have to figure out what it is they want, what their perceived desire is.
Speaker:Even before they do so, this is one of the reasons
Speaker:you want to go study somebody that's been doing it for years.
Speaker:And by the way, be careful.
Speaker:Recently, I went and visited a restaurant and there were a couple of owners,
Speaker:and I took some people to go there and studied them.
Speaker:But the owners had not graduated past the infancy of their business.
Speaker:And so they were still complaining about still having problems
Speaker:with a lot of small stuff. All right.
Speaker:And what you need to do is make sure you're studying somebody.
Speaker:If you want to build a million dollar business, go study somebody that's built
Speaker:a million dollar business or maybe built 10 of them or help
Speaker:10 other people build them.
Speaker:You know, for instance, I've helped over a hundred people
Speaker:build a million dollar companies and I've helped a dozen or so
Speaker:Singleman operations become what I call ironmen, where they're doing over
Speaker:three hundred thousand dollars a year as a single inspector company.
Speaker:But you need to make sure that you're understanding what it is
Speaker:that the MAVEN's want and the clients want.
Speaker:And, you know, as I go through this,
Speaker:you might even be a little frustrated in if you get that.
Speaker:I kind of understand that
Speaker:because you might ask yourself and I get asked this
Speaker:all the time, you know, well, how am I going to do all that?
Speaker:How do I determine my customers? Demographics is psychographics.
Speaker:What colors do you use, what shapes, what words to use?
Speaker:But here's what I want you to know.
Speaker:As soon as you hear yourself asking those questions,
Speaker:you need to know you're on the right track. All right.
Speaker:For the purpose of this book was not to answer all of those questions,
Speaker:but to provoke you into thinking about those questions.
Speaker:Now, my purpose of my three day Big Bang marketing and my big make
Speaker:marketing itself and even my coaching is to teach you step
Speaker:by step, by step by step exactly how to go do that kind of marketing.
Speaker:And by the way, I was talking with a top top real estate agent today,
Speaker:and he just sold his house.
Speaker:And when he sold his house, he had an inspection company come in
Speaker:because he uses our inspection company like ninety nine point nine
Speaker:percent of the time.
Speaker:But he had somebody else come in and do the inspection on his house
Speaker:because the buyer chose it and there was some different agent or whatever.
Speaker:And he went, Mike, I really did not understand
Speaker:how much difference there was in inspectors
Speaker:until I watched what that guy did compared to what you guys do.
Speaker:And your inspection is so much more thorough.
Speaker:His was so superficial.
Speaker:He said it was just amazing to just see the difference.
Speaker:So you need to know that, yes, your market needs to be there.
Speaker:With that, you need to make sure you have a good prototype service to back up
Speaker:or that you're marketing.
Speaker:I will promote and the service will back that up.
Speaker:OK, so it's not how to do it a lot of times, but what needs to be done
Speaker:when it comes to your marketing. And that's the big thing.
Speaker:So that is the big thing on the book here of your marketing
Speaker:strategy, again, are your marketing strategy.
Speaker:This doesn't get into all the how's the whys, the who's the winds?
Speaker:We can teach you that more.
Speaker:In fact, I was just talking with our staff here
Speaker:and I was going,
Speaker:you know, after I finish this book, because we only have
Speaker:like a couple of chapters and the next is a doozy.
Speaker:And it's a great one, because the next one is your system strategy.
Speaker:And I am all about systems and we're going to talk about that.
Speaker:And then it has a couple of other little things that are important towards
Speaker:the end of the book that will talk about why you do that in a separate one.
Speaker:But after that, I'm going to take my book Home Inspector Marketing Secrets,
Speaker:which, by the way, if you want to go get it ahead of time,
Speaker:go get it out on Amazon. It's out there.
Speaker:And I'm going to start teaching you some of the basics of the marketing,
Speaker:because you're not in the home inspection business.
Speaker:You're in the marketing of the home inspection business.
Speaker:And it's so important for you to understand that. All right.
Speaker:Well, we only have a couple of chapters left.
Speaker:And I want to tell you, thank you for being here.
Speaker:And if you've been through
Speaker:all of these chapters with me, feel free to shoot me an email. Hello, coach.
Speaker:Blueprint dot com. And just let me know how you're doing.
Speaker:And if you want to get some information on our Big Bang Marketing Bootcamp
Speaker:or we've actually taken our marketing to online, so we call it
Speaker:the online BIGBANG marketing, or as the lady that helped me design it.
Speaker:We call it the accelerator.
Speaker:You know, you can actually do that as well with us.
Speaker:And we build that into our boot camp, just so you know.
Speaker:So you have both of those parts at the boot camp.
Speaker:Marketing is, in my opinion,
Speaker:the number one most important thing you will ever do in your business.
Speaker:People will say hiring the right people. Yeah, you're going to need to do that.
Speaker:People will say, oh, you've got to deliver the best service.
Speaker:You need to deliver a really, really good service.
Speaker:But the best. Now, I am not the best home inspector in the Dallas Fort Worth area.
Speaker:Now, some of my inspectors, man, there are just incredible inspectors.
Speaker:But when I was doing inspections, I was a really good home inspector,
Speaker:but I was not the best by any means in the imagination.
Speaker:What I am the best at, though, is making sure that the home
Speaker:buyers, my clients and my maven's both got what they needed
Speaker:because the average home inspector out there wants to take care of just
Speaker:the buyer, just the client.
Speaker:And I wish the agents would get out of their way.
Speaker:I want to bring them both together and make them both happy.
Speaker:And if you do your marketing right and you build your servers right,
Speaker:you can do exactly that. Well, this is micro.
Speaker:I love to tell you, be successful and be around those that are successful
Speaker:and never forget this.
Speaker:The more money you make, the more people you can help.
Speaker:Have a great day and I'll talk with you again soon.
