Tuesday Jan 10, 2023

Book a call is SUPER profitable - EP048

Blake Beus  0:00  
book a call funnels. You said you want to talk about that. But you didn't want to tell me before the phone before we turned the podcast? Yes. What? What? What about book or call funnels? We want to talk about Yeah, I

Greg Marshall  0:10  
didn't want to forget, because Because fresh off my mind, I was just talking with a client. And I was like we I feel like we always talk about, there's always like value before we hit the record button. We probably share that too. Yeah, so with the book a call funnel, essentially, if you're in the service industry, and you're trying to get more sales, right? You're gonna have people book a call. Now, the question I always get asked, and what I recommend, is, Well, should I just put a phone number on my ad? And I typically say no. Because if you have, because you're making yourself subject to having the customer call you, which is the last place you want to be in the sales process. Instead, I recommend, of course, you can have the phone number available, but I wouldn't make that your number one objective, I actually would make the objective, have them fill out a form name, phone number email, so that you can control the sales process so that you actually have their lead information. And you can reach out to them versus hoping that they call you or let's say they click your call button, and no one answers. Well, there you go. You lost them, right? Like there's no other I mean, you can't follow a retargeting. But to me, the best for retargeting is having their actual phone number and email to reach out to them. And so with the book a call funnel, there's several things that are important when it comes to this. So I was speaking with a client and I was explaining how the assumption is, you run an ad and the ad kind of does all the work for you. Yeah. And then they buy, but it's actually not, there's actually several steps to measure. And this is how you know, the journey of your success to your book, a call funnel is working. So number one, you have to obviously, and these might seem like not important, but they're extremely important. Okay. All right. Number one is, first, you have to get people to actually click your ad. Right? Yeah. So so if you're getting people to click your ad, that's step one of success, right? And I recommend you break it down in stages. Step two, is, once they click your ad, can you get them to fill out a form? Okay, so until then, if you're getting people to click your app and not filling out your form, work on getting the form better, right? Step three would be once they fill out the form, can I get them to respond in any way back to me via email or text? Right? Okay, that's step three, then you go step four, which is, and to me, this is the most important part of the process is step four. Getting them from responding back to actually on the phone. Yeah, that is the most important part of the process. Because everything else you can fine tune. But if you cannot get them on the phone, nothing's gonna happen. Right. And so that's, that's the next success. And then obviously, the next stage would be get them on the phone, have your sales process. And then after your sales process, what are you trying to move them to next? So a true book a call funnel? Although it seems like it's just add to book a call is a lot more steps than just that. What are your thoughts? I

Blake Beus  3:31  
think you covered it we're good.

With with any sort of a sales process, so many people, and I'm guilty of this, too, we take too big of logical leaps, right? We think our customer is going to do this, and then they're going to enter, they're going to book the call. Yep. There's it the smaller the incremental steps you can make it, the easier it is. And see, I would me personally, I would recommend, most people, if you're paying for ad traffic, don't put the phone number there anywhere until after you've already collected their information. And which is pretty similar to what what you said, I think we're very much aligned on that. But and the reasoning is, is because, well, we were talking about this in a different way right before this is and then I'm gonna get nerdy but asynchronous communication. The whole point of running something like an ad is you want to basically multiply your effectiveness and your capabilities. I'm a human and I only have 24 hours in a day and I have to sleep for some of those hours and I have to eat for some of those hours and and I want to spend time with my family for some of those hours and do something outside of work for some of those hours. And if I am pushing people to a book a book of you know, call and my phone number is on there, I have to be available or else the ad fails. Yep.

Greg Marshall  5:00  
And that's a great point, I didn't even I forgot to bring that. And so

Blake Beus  5:04  
and so you what you really need to do is find a way to work in parallel, you're building some systems to basically increase your effectiveness and multiply your ability to do stuff without you having to actually do the stuff there. Yep. And so if you have that phone number there, you have to always be available. And not only that your mental energy is always going to be there is I got, I got a family dinner, well, I got I need to make a phone call comes out, it might be that $10,000 Deal. Yep. And that's just simply not worth the mental drain, your life should be getting easier not by running good systems, not harder by running systems. And so really, you want to collect their information, and then give them an option to pick a time during work hours for a phone call or something, you can use Calendly, there's lots of other options out there, you could have a custom built system, you could even just have them on the second step of the form, after they filled out their name, phone number and email address on the second step of the form. Just it could be as simple as selecting what day and what time works best to give you a call. And you limit that to hours of that, you know, you're already available. It doesn't have to be a sophisticated system. But you just say what times are good for you maybe even just write a little message, if you don't want to hook in complicated systems where they could just say, Hey, I'm available Tuesdays from this time to this time, and then you just call them on that time. And you know, in advance, you can kind of schedule around that. But yeah, the other problem with having a phone number in there is now your ads are basically ineffective during certain times of the day when you know you're asleep at night, or yeah, whatever. So now you're thinking, Okay, do I shut my ads off during those hours? Or should I leave them on? If I shut them off, we start to lose, you know, algorithm effectiveness if you really need those ads to work all the time. Yep. And so the phone number is just is not great. I've even tested this with some of my clients that had some high ticket kind of monthly offers. It was it was a subscription service that started at $1,000 a month for E commerce businesses. And it went up to five $6,000 A month or whatever. And they would have phone numbers, they had phone numbers on their site, phone numbers in their sales process, everything we tested ads to phone numbers. The reality is most people just don't want to call if they're looking for a solution. They don't want to call right now they're usually have five minutes before their next meeting or something if their business owner or whatever. And, and it asking them to fill out a form with name, phone number and email is is a big enough ask already in the app takes 20 seconds, asking them to call right now and dedicate who knows how much time to this phone call is is a hard pitch.

Greg Marshall  7:52  
And I think you know you speak about time. I think the biggest thing when it comes to time is when you're asking them to do a phone call. Because this is a common misstep I think people make or salespeople make excuses is they do not they? They say hey, when do you have time to book a call or to get on a quick phone call? Versus giving them a specific, very short amount of time as a small tycoon. So like, Hey, do you have two minutes or three minutes or five minutes to just hop on a quick call? So that they can see like, oh, yeah, five minutes? Yeah. If you say do you have time for a call? In my opinion? The assumption is, oh, this might be a long call. Yeah. Right. Like when people say can we do a call typically calls at least 1520 30 minutes?

Blake Beus  8:39  
Yeah. Yeah. And that that's a really good point, you could remove the mystery of what the call is like, even when they're selecting a time or whatever want to one of my favorite things. I heard years and years and years ago, I I mean, I don't think this works all the time. But when it was the this person was giving advice on how to connect with other people that were busy or whatever, and how to stand out. I think it was on a podcast about productivity or some something like that. But they basically said, if you're reaching out to someone, and you want to connect with them, and you don't know them very well, or maybe you don't know them at all. But you know, they're a busy person. Ask them if they have some kind of a non typical timeframe to make a call. So for example, do you have 11 minutes for a quick phone call? Yep. Right? Or do you have seven minutes for a phone call? Not 10, not 15? Not 20 or 23 or whatever, whatever you think is appropriate? The reason is, is it stands out. It gives a time timeframe for them to think, Well yeah, I could do two minutes, three minutes, seven minutes, whatever. And I think that's helpful. I think the other thing you could do is you could detail out in the seven minutes, or 10 minutes or whatever it is. We're going to do this, this and this. And then I can go back with the information you've given me and work up A quote or whatever is appropriate in your sales pipeline. But you can say I need these things, these pieces of data, and then we'll work up a quote, and I'll get back

Greg Marshall  10:09  
to you on it. But I think that's super important. And I do think that works is because it kind of breaks the rhythm as far as you say, three minutes, 11 minutes 13 pattern interrupt, we're gonna kind of like, wonder, has someone asked me if I have 13 minute? I think I got 30 minutes. You know,

Blake Beus  10:25  
I don't have 15, though. Yep.

Greg Marshall  10:29  
So I do think but a lot of it's just like, you know, I would use this in sales strange where I say, you know, one of the worst questions, I think you could ask when you're, if you work, like, let's say, in a sneaker place in the mall, right? Do you need help with anything? No, I'm just looking. That's like an automatic response that says, I say that all the time. If you if you ask twice. Or even more specific, you'll get a different answer. Hey, looking for something. Now I've just taken a look. Is there anything specific that you're looking for? You most likely will get an answer because you broke the pattern of not just looking? Well, actually, that works

Blake Beus  11:05  
on me all the time. Yeah. Meeting all the time. That's my, my automatic response without even thinking about it, even if I am looking for something specific is no, I'm just looking. And if they follow up with a second question, is there something specific you're looking for? I almost always answer with what I'm looking for. Like,

Greg Marshall  11:22  
yeah, I'm looking for the new Apple Computer. I just came out yesterday. And it's like amazing how specific you can get right like, for me, like if I want to see this? Yeah, I'm looking for the size 10. New Ken Griffey sneakers. Like yeah,

Blake Beus  11:35  
that's such I did that exact same thing. When I went to an office supply stores looking for some colored stickers, circular, nothing fancy. I walk in there. And then I say, Can I help you with anything? We looking for anything? And I'm like, No, I'm fine. I'll just look around. And then I spent 10 minutes looking for the stupid.

Greg Marshall  11:49  
If he just followed up, he or she, you could have literally gotten the hell that you want it. So I had to

Blake Beus  11:55  
walk up in shame and say, I can't find this. Yes. Can you tell me what

Greg Marshall  11:59  
you should ask? First, you should ask me a follow up question. So I think the importance of a timeframe, specific questions, breaking pattern, you know, pattern, interrupt, those are all keys to making a book a call funnel work. Because if you don't do that, you're not going to get people on the phone, people are going to avoid the phone call, because they're going to feel like it's going to take too much time or the sales pitch, right? That pretty much everyone knows getting on the phone means I'm going to be sold to, but if people don't mind being sold to for five minutes versus an hour. So if you make the timeframe really small, then they're not, they're not going to feel like they're being hooked into what's the timeshare sales pitch where you have to take your whole day basically, for a salesperson that's like, does anyone really want to spend their whole day getting sold, you know, so that's what people are really trying to avoid is essentially wasting their their hour or time because it's the most valuable asset to most people with a sales pitch. So if you can shorten up the duration, they'll feel a lot better about moving forward and getting on the phone call. And almost every time someone says I only have a few minutes, they if you do a good enough job, they always have unlimited time to be on the phone and talk about solving a problem that they have. Because at the end of the day, that's why they're on the phone, they have a problem that needs to be solved.

Blake Beus  13:23  
And if your sales pitch I mean look a hard sales pitch works. That's why people do them. I don't like I hate if I'm ever in if I'm ever in a hard sales pitch situation, I instantly am trying to get out of there as fast as I can. However, if your sales process is very much a conversation, and we're on the same team, we're trying to see if we're a good fit for one another to help you with your specific problems. And if you're honest about that and saying you know what we we are a great fit or I don't think we're the perfect fit but here's a couple of things I would look at which I know you do with with some of the people that reach out to you to be to be clients with you there have been times you've told me that that you've you've said look I could take your money but we're just not a great fit because you're not to this level just yet so you would be better off instead of paying me to do this and this put some money in ads so you understand the process better and dial in your sales process better and this and this instead of giving me money you'd be better off to do that yourself for a little bit and feel free to reach back out to me in a couple of months of doing that and we can have another you know book another free 30 minute call to just chat about whatever see how things are going you're very much helpful to them as opposed to trying to get them to make a solid commitment and by now is

Greg Marshall  14:40  
by now I forget everything right forget

Blake Beus  14:43  
so but yeah use I mean your main process. Your main sales process for your getting your clients is basically a book a call funnel in lots of different ways through social media, organic stuff, or through ads or whatever. You use this all the time, and I've

Greg Marshall  14:56  
been using Bucha call funnels for probably 10 years. Be honest, because like previous to my marketing business, I was in the gym and fitness space, and people wanted to book a call to come check out the workouts or the gym facilities. And so I'm very experienced in the kind of book a call funnel. And what you need to do, and these are just, I'm just sharing the things that have worked consistently, for 10 years, that will get you from someone on the internet, to getting them on the phone call and turning a stranger to a customer, which is the goal, right? And I've never gone as in depth with this actual way of doing it. Because I sometimes assume that everyone knows that's how it works. But when I talk to customers that are trying to book calls, I noticed that there's a big gap. And like, kind of like you said, the ask that they're doing is too far, like you want to get married today. That's too much of an ask when no one knows who you are, it's more, do something smaller, you kind of work your way up. And that's kind of the same thing that you really should be thinking about when you're going to book a call Funnels is how do I develop the relationship? And how do I remove the fear of being sold to for too long, for something that I don't want to be in and like you and I and probably most people, we don't love high pressure sales pitches, it doesn't it's not a fun environment to be in. So people that's the core objection is like, I really don't want to hop on a call and get told why I'm making the biggest mistake of my life by not buying your product right now. Yeah, right. I mean, because I hate having to tell someone. Yeah, I just right now, it's not the right. Well, I thought you were serious about doing this or doing a lie. Now here,

Blake Beus  16:42  
I have been known to literally just stop talking and walk off. Like,

Greg Marshall  16:46  
I've done that, too.

Blake Beus  16:48  
I just can't. Yeah, but so yeah, so So quick question. I know, we wanted to wrap this up, kind of kind of, we're gonna make this one a little bit shorter today. Say someone has a book a call funnel? And it's not working? Yep. What are some things that you would recommend they look at and do to try to diagnose and fix it?

Greg Marshall  17:09  
So a couple of things. So this is good question number one go into? Are you getting people to fill out the form if not fix the form. But typically, people are not getting them on the phone. That's why I said that's the most important stage. So I would actually look and go, What are you saying? Or how are you following up once you get the lead? Nine times out of 10? People follow up with Hey, do you have time to do a quick call, they're not building the relationship and having a conversation before getting them on the call. That's, I can almost, I don't want to guarantee but high probability. Anyone who says booking and call funnels don't work for me. It's that stage right there. It's yeah, I get these leads, but they never respond or whatever. It's because they're not. They haven't fine tuned what to say, between form fill out and getting on the phone. Right? And so that's the number one place I will look at. If they're not getting for Philips, then it's through traditional Well, what's your ad saying? targeting the right person. But most people have that part down. It's it's the book getting them on the phone.

Blake Beus  18:17  
It's like that transition from the cloud. Yep. to the real world. Yep, is a bit of a disconnect. Because people I do this to I feel like I can understand the cloud, I understand the real world. But like Bridging the Gap sometimes is a little bit hard. I just had a thought based on kind of what we were talking about before this. I have seen people do this, I don't see very many people doing this. But I've seen people do this with the right kind of offer is once they get the lead and everything and then they reach back out to try to schedule the time. I've seen people actually record a little video using a service, the one I was telling you about is one called Jump share which favorite serve. It's a it's a time saver. You could record a little video and say, Hey, I just made you. I wanted to introduce myself, so you get to know me just a little bit better. So here's some things about me my background, I don't know much about you and your business yet because you just barely fill out the form. But here's a quick little video and then you can dump that link into the into that and it could be a 32nd video introducing yourself. The one thing I've realized, and this is one thing I love about this podcast is and why we do this podcast is the single best way to build trust with potential potential customers or just people out there is video or audio. They get to know your tone of voice. They get to understand you they get to feel like they really do know you. Yep, as opposed to just an email or whatever.

Greg Marshall  19:39  
Yep. Well, I agree. And I think I utilize that as part of my strategy. Thanks to Blake. You know, bringing me on to different software's that really help and because it's it really at the end of the day, it's all about building the trust and building relationship with the customer so that they feel comfortable to even talk to you. Right. So that's the key. Yep.

Blake Beus  20:00  
Alright let's wrap it up well how do they people how do people get a hold of you just go to Blake beus.com and you can reach out to me there

Greg Marshall  20:07  
and if you want to get in touch with me Greg Marshall Dotco and you can book a free strategy session call all right

Blake Beus  20:13  
we'll catch you guys later bye

 

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