WEBVTT 1 00:00:00.000 --> 00:00:04.800 I'm gonna give you seven obscenely easy ways to get customers for free that you can implement 2 00:00:04.800 --> 00:00:06.680 within this week. 3 00:00:06.680 --> 00:00:10.240 And the best part is that all of these are different referral tactics that you can use 4 00:00:10.240 --> 00:00:12.080 at different points in the customer journey. 5 00:00:12.080 --> 00:00:16.560 So you have a trap card that you can use at all points in time to get more customers for 6 00:00:16.560 --> 00:00:17.640 free. 7 00:00:17.640 --> 00:00:19.920 These tactics have made me millions of dollars. 8 00:00:19.920 --> 00:00:23.280 They actually work and I'll give you the real stats that I got when I use them in my business 9 00:00:23.280 --> 00:00:24.440 so you can use them in yours. 10 00:00:24.440 --> 00:00:28.280 So the first one is when I looked at one of our portfolio companies, we had a new sales 11 00:00:28.280 --> 00:00:31.760 guy who came in and crushed all of the records that had ever been done on that sales team 12 00:00:31.760 --> 00:00:33.320 and it was a very experienced sales team. 13 00:00:33.320 --> 00:00:35.560 And I was like, what is this guy do it? 14 00:00:35.560 --> 00:00:38.160 Does he have higher close rates on the phone and he didn't have higher close rates? 15 00:00:38.160 --> 00:00:42.440 But for some reason he was able to get 30 to 50% more sales than everybody else. 16 00:00:42.440 --> 00:00:43.440 I was like, okay. 17 00:00:43.440 --> 00:00:45.520 So how is he getting more opportunities? 18 00:00:45.520 --> 00:00:48.320 And so we got on the call, we listened to all the scripts, we were like, he's not doing 19 00:00:48.320 --> 00:00:49.440 anything different. 20 00:00:49.440 --> 00:00:51.600 And so we pulled the guy up and we were like, dude, what are you doing? 21 00:00:51.600 --> 00:00:54.360 And he said, I don't know. 22 00:00:54.360 --> 00:01:00.400 After I closed the customer, I just say, who else do you know who might also want this? 23 00:01:00.400 --> 00:01:04.760 And I usually get like one out of three people to send me one or two other people. 24 00:01:04.760 --> 00:01:09.120 And I just do that on every sale because I learned that in my last job. 25 00:01:09.120 --> 00:01:13.840 And when he said that, it was like this big obvious that I'm sure was in the SOP at some 26 00:01:13.840 --> 00:01:15.320 point for the sales team. 27 00:01:15.320 --> 00:01:17.920 And of course people get lazy because they don't want to scare the sale away. 28 00:01:17.920 --> 00:01:22.360 But by simply saying, hey, who else, very clear, who else do you know? 29 00:01:22.360 --> 00:01:23.760 Not do you know anybody? 30 00:01:23.760 --> 00:01:25.880 Yes, no, it's who else do you know? 31 00:01:25.880 --> 00:01:29.160 Who do you think would benefit from this who you want to do this with? 32 00:01:29.160 --> 00:01:30.160 Right? 33 00:01:30.160 --> 00:01:32.080 Because now you're actually asking them to solve a problem with their brain, not make 34 00:01:32.080 --> 00:01:34.320 a quick yes, no answer, which is what most people are just going to say, no, I don't 35 00:01:34.320 --> 00:01:35.320 know anybody. 36 00:01:35.320 --> 00:01:36.320 Let's move on. 37 00:01:36.320 --> 00:01:38.960 And number one, this isn't going to be your grandmother's referral video on, hey, you 38 00:01:38.960 --> 00:01:39.960 should ask for referrals. 39 00:01:39.960 --> 00:01:43.600 I'm going to give you some very specific strategies on what to do, how to say it in a way that 40 00:01:43.600 --> 00:01:46.520 I'll actually get the likely that they do it pretty high. 41 00:01:46.520 --> 00:01:49.120 Now referrals are super valuable for a number of reasons. 42 00:01:49.120 --> 00:01:52.160 One is that they compound with the business, meaning whether you're a $100 million business, 43 00:01:52.160 --> 00:01:56.160 $3% on $100 million or $30% on $100 grand is still going to be 30%. 44 00:01:56.160 --> 00:01:58.600 And so it's one of the most scalable ways to grow a business overall. 45 00:01:58.600 --> 00:02:02.000 The biggest companies in the world, the vast majority of what they get is from word of 46 00:02:02.000 --> 00:02:03.000 mouth. 47 00:02:03.000 --> 00:02:04.000 It's from people telling other people. 48 00:02:04.000 --> 00:02:08.520 And in today's society where people are more able to share things faster and bigger 49 00:02:08.520 --> 00:02:11.840 across broader audiences and networks, it matters more than ever. 50 00:02:11.840 --> 00:02:15.520 It's so funny because people are like, man, why are my ads, they were working now, they're 51 00:02:15.520 --> 00:02:16.520 not. 52 00:02:16.520 --> 00:02:17.520 Everybody believes in positive word of mouth. 53 00:02:17.520 --> 00:02:19.840 They don't believe in negative word of mouth, but both word of mouth happen because that's 54 00:02:19.840 --> 00:02:20.840 how this works. 55 00:02:20.920 --> 00:02:25.080 Number two, referrals who come in are more likely to buy, so they have a higher close 56 00:02:25.080 --> 00:02:30.640 rate, they pay more, they're more likely to buy a more premium version of what you have. 57 00:02:30.640 --> 00:02:33.760 And they're also more likely to refer other customers. 58 00:02:33.760 --> 00:02:38.320 So you get three spins on the money making wheel from having referrals versus a cold 59 00:02:38.320 --> 00:02:39.320 customer. 60 00:02:39.320 --> 00:02:42.920 So if you have, let's say, a recurring membership business that you have 10% monthly 61 00:02:42.920 --> 00:02:46.160 turn, well, you can obviously always keep trying to decrease that turn. 62 00:02:46.160 --> 00:02:48.960 But one of the other things that will always come about at any level, so if you have a 63 00:02:48.960 --> 00:02:53.320 thousand customer you turn 10%, you need a hundred new customers just to break even. 64 00:02:53.320 --> 00:02:56.640 One of the very smart things that business owners do is they say, okay, well, if I can 65 00:02:56.640 --> 00:03:00.680 get 10% of my customers to refer someone every month, then I can offset that turn so that 66 00:03:00.680 --> 00:03:02.640 my business is stable. 67 00:03:02.640 --> 00:03:06.720 And so by having a consistent way to get all your customers to refer you 10%, you can 68 00:03:06.720 --> 00:03:09.000 make up for the 10% turn that you have. 69 00:03:09.000 --> 00:03:12.880 And the ratio between your referral percentage and your turn percentage is you're going 70 00:03:12.880 --> 00:03:17.000 to be your stable at rest growth rate. 71 00:03:17.000 --> 00:03:21.640 And so if you could have even 20% referrals on 10%, then it means you're going to grow 72 00:03:21.640 --> 00:03:22.640 two to one. 73 00:03:22.640 --> 00:03:25.200 And you will keep growing two to one no matter how big you get. 74 00:03:25.200 --> 00:03:27.160 Number one, this is called the gift card play. 75 00:03:27.160 --> 00:03:29.120 So I use this during holiday season. 76 00:03:29.120 --> 00:03:32.920 So either you make up a holiday, it's like, hey, it's my birthday, it's my wife's birthday, 77 00:03:32.920 --> 00:03:35.720 it's the anniversary of the business, or you go with the standard holidays. 78 00:03:35.720 --> 00:03:39.520 It's Christmas, it's Easter, it's, you know, you can make it a spring thing. 79 00:03:39.520 --> 00:03:40.520 It doesn't really matter. 80 00:03:40.520 --> 00:03:43.040 You just have to have a reason why to do the gift cards. 81 00:03:43.040 --> 00:03:46.520 Now what you do with the gift cards, it works especially well at Christmas, is that you 82 00:03:46.520 --> 00:03:48.960 say that they are gifts for other people. 83 00:03:48.960 --> 00:03:53.680 So you offer to your membership base, and here's how it works, is that you want the amount 84 00:03:53.680 --> 00:03:58.400 for the gift card to be equal to one of your core unit of service. 85 00:03:58.400 --> 00:04:00.000 So something that you would normally give away for free. 86 00:04:00.000 --> 00:04:03.560 So if you were an SEO agency, you might have a $2,000 amount of service. 87 00:04:03.560 --> 00:04:04.560 Okay. 88 00:04:04.560 --> 00:04:06.080 Then it would be $2,000 with the gift card would be. 89 00:04:06.080 --> 00:04:09.520 Now you're like, wait, $2,000 a gift card, yes, this is why it's so compelling. 90 00:04:09.520 --> 00:04:14.120 If you had a garage door fixing business, and there's three elements to your service, 91 00:04:14.120 --> 00:04:17.760 you'd make it the base level, the cheapest level is what the gift card would be equivalent 92 00:04:17.760 --> 00:04:18.760 to. 93 00:04:18.760 --> 00:04:22.120 So let's say you have up to $1,000 of stuff, and the lowest thing is $200, then you make 94 00:04:22.120 --> 00:04:23.200 the gift card $1,200. 95 00:04:23.200 --> 00:04:28.480 Now, that step one is what you price the value of the discount, the gift card at. 96 00:04:28.480 --> 00:04:32.800 The second element is what you make the discount for, and the discount you want to be as aggressive 97 00:04:32.800 --> 00:04:33.800 as possible. 98 00:04:33.800 --> 00:04:36.440 And so I recommend 90% or more discount on this. 99 00:04:36.440 --> 00:04:40.920 So if I have a $2,000 or a thing, 90% discount is $200, and you're like, wait, I'm not going 100 00:04:40.920 --> 00:04:42.080 to make money on this. 101 00:04:42.080 --> 00:04:43.080 Hold on. 102 00:04:43.080 --> 00:04:47.200 The point here is, what would you already give away for free in terms of service or product 103 00:04:47.200 --> 00:04:48.720 in order to get a new customer? 104 00:04:48.720 --> 00:04:51.280 Probably a lot, especially if you know that it referrals with a lot of money. 105 00:04:51.280 --> 00:04:54.880 And this is where it gets, this is where the money, this is where it gets magical, okay? 106 00:04:54.880 --> 00:05:00.080 And so what you do is you say, hey, I'm going to be giving this gift cards away, only 107 00:05:00.080 --> 00:05:04.080 two more existing customers, and you can only give them to other people for the holiday 108 00:05:04.080 --> 00:05:05.080 season. 109 00:05:05.080 --> 00:05:09.360 Now, I'm going to limit them, this is a key point, limit to per customer, because that 110 00:05:09.360 --> 00:05:13.120 also gets everyone to buy two, so that they refer you to customers. 111 00:05:13.120 --> 00:05:17.960 And so that customer now buys two 90% off coupons that they have to give to two individual 112 00:05:17.960 --> 00:05:19.880 people that they can't use on themselves. 113 00:05:19.880 --> 00:05:22.960 And when they make the purchase, you say, who are you want me to make this gift card 114 00:05:22.960 --> 00:05:23.960 out to? 115 00:05:23.960 --> 00:05:24.960 And guess what happens there? 116 00:05:24.960 --> 00:05:28.040 By making the gift card out to somebody, you also capture the lead. 117 00:05:28.040 --> 00:05:31.000 And so you get two referral leads that you get paid for. 118 00:05:31.000 --> 00:05:32.280 This is what I'm saying. 119 00:05:32.280 --> 00:05:34.040 You get paid for the referral lead. 120 00:05:34.040 --> 00:05:36.200 Everybody else, you have to pay money to get leads. 121 00:05:36.200 --> 00:05:38.600 Here you get paid to get leads, all right? 122 00:05:38.600 --> 00:05:39.600 You get paid difference here. 123 00:05:39.600 --> 00:05:42.600 So whatever, if you want to get really nuanced about it, you could just make it your cost 124 00:05:42.600 --> 00:05:43.600 to require a customer. 125 00:05:43.600 --> 00:05:47.480 But I think it's far more compelling to make it whatever your base unit is, with the assumption 126 00:05:47.480 --> 00:05:49.880 that you know that you're going to be able to bring this person in it and then upsell 127 00:05:49.880 --> 00:05:53.080 for levels of service, and then use that gift card against that. 128 00:05:53.080 --> 00:05:56.280 And so obviously we ran this in the brick and mortar gym space, which is where I started. 129 00:05:56.280 --> 00:05:59.520 And so we would run, let's say, a $200 gift card, which is about a month, and you get 130 00:05:59.520 --> 00:06:02.880 90% off, so that people would pay $20 for $200 gift card. 131 00:06:02.880 --> 00:06:04.680 And now they look like amazing family members. 132 00:06:04.680 --> 00:06:08.800 They're like, hey, I gave you a $200 gift card and you a $200 gift card to my gym. 133 00:06:08.800 --> 00:06:12.240 The person comes in with the card because you have their number, so you can text them 134 00:06:12.240 --> 00:06:13.320 and follow up. 135 00:06:13.320 --> 00:06:15.600 And then you put an expiration date on the gift card. 136 00:06:15.600 --> 00:06:16.600 This is very important. 137 00:06:16.600 --> 00:06:20.000 It's the expiration on the gift card, these will be 30 days because you want them to use 138 00:06:20.000 --> 00:06:21.000 it as fast as possible. 139 00:06:21.000 --> 00:06:22.000 This is a new year long thing. 140 00:06:22.000 --> 00:06:24.800 You need to put urgency to get the lead in the door. 141 00:06:24.800 --> 00:06:29.280 So then you follow up and say, hey, Sandra gave you that gift card. 142 00:06:29.280 --> 00:06:30.360 Let's get you in here. 143 00:06:30.360 --> 00:06:32.280 And then when they come in, you have that $200 thing. 144 00:06:32.280 --> 00:06:34.680 At the base level, you give the free month that you'd be happy to do anyways and you 145 00:06:34.680 --> 00:06:35.800 get their credit card. 146 00:06:35.800 --> 00:06:36.800 Right? 147 00:06:36.800 --> 00:06:40.520 Or you can take that and say, hey, I think you'd be best suited for the $2,000 package. 148 00:06:40.520 --> 00:06:43.440 I'm going to take the $200, put it against that, and boom. 149 00:06:43.440 --> 00:06:46.800 Now I took my $200 gift card, put it against them in this 10 times more expensive. 150 00:06:46.800 --> 00:06:51.720 They got 10, really 10% off, and I still got paid $20 for the lead and to make the sale. 151 00:06:51.720 --> 00:06:52.720 And think about the math here. 152 00:06:52.720 --> 00:06:56.800 So if you have a big customer base and you sell two per customer and you have 200 customers 153 00:06:56.800 --> 00:07:02.240 in your base and you get 30 of them to buy two cards each that's 60 cards that you 154 00:07:02.240 --> 00:07:06.160 give out, and you're going to convert a huge percentage of those cards. 155 00:07:06.160 --> 00:07:10.600 So you bring 50 of those 60 in the door and you're going to close a big chunk of those 156 00:07:10.600 --> 00:07:11.600 people. 157 00:07:11.600 --> 00:07:13.800 And depending on the price point, multiply that by your price, take out the discount. 158 00:07:13.800 --> 00:07:14.800 There you go. 159 00:07:14.800 --> 00:07:16.800 So you don't lose money for three reasons. 160 00:07:16.800 --> 00:07:19.720 One, you're not paying cost to acquire the customer. 161 00:07:19.720 --> 00:07:23.280 Two, the amount that the thing that you're giving away as a discount is something you should 162 00:07:23.280 --> 00:07:27.440 be comfortable giving away that you normally give away as a lead magnet or free level of service 163 00:07:27.440 --> 00:07:29.000 just to attract your customer anyways. 164 00:07:29.000 --> 00:07:31.800 And so when you have a normal way to get a customer, usually you have some sort of 165 00:07:31.800 --> 00:07:36.960 promo and you have a cost to display that promo to people in terms of advertising. 166 00:07:36.960 --> 00:07:40.560 You pay neither of those costs and then you make money because you're still getting paid 167 00:07:40.560 --> 00:07:43.120 by the customer to get the gift card. 168 00:07:43.120 --> 00:07:46.480 And then the third way that you can offset this is that you can still sell them into something 169 00:07:46.480 --> 00:07:47.680 that's far more expensive. 170 00:07:47.680 --> 00:07:51.440 And so at the very worst case scenario, you make a little bit of money on the discounted 171 00:07:51.440 --> 00:07:56.720 cash to give away a level of service that you're comfortable giving away anyways. 172 00:07:56.720 --> 00:08:00.800 So the second one is super tactical and it's a very specific point in the sales process. 173 00:08:00.800 --> 00:08:05.840 And so when someone comes up to you and says, hey, I want to buy these services, can you 174 00:08:05.840 --> 00:08:06.840 give me a discount? 175 00:08:06.840 --> 00:08:07.840 We've all heard this. 176 00:08:07.840 --> 00:08:08.840 Hey, can you make it a little less? 177 00:08:08.840 --> 00:08:09.840 Hey, can you give me a homey hook? 178 00:08:09.840 --> 00:08:10.840 Hey, I know somebody. 179 00:08:10.840 --> 00:08:12.960 Do you think you could blah, blah, blah, blah, blah, right? 180 00:08:12.960 --> 00:08:15.720 So you say, sure, I'd love to. 181 00:08:15.720 --> 00:08:19.320 Just give me the name of three friends and I'm happy to give you the discount. 182 00:08:19.320 --> 00:08:23.080 And so by doing that, you can immediately set, like, because what happens is they walk 183 00:08:23.080 --> 00:08:27.280 into a trap because they're going to like lean in as soon as they say, oh, I can totally 184 00:08:27.280 --> 00:08:28.280 give you that discount. 185 00:08:28.280 --> 00:08:29.280 Just give me the name of three friends. 186 00:08:29.280 --> 00:08:32.760 And then all of a sudden, they're like, oh, it's like, yeah, I will happily do that if 187 00:08:32.760 --> 00:08:36.000 you do something for me and be amazed at how many times that actually works. 188 00:08:36.000 --> 00:08:38.320 They're like, oh, so if you don't want me to introduce you to three friends for your service 189 00:08:38.320 --> 00:08:42.560 or whatever, you'll give me this discount and I'll say, sure, but we do that right now 190 00:08:42.560 --> 00:08:44.240 and you got to make the introduction. 191 00:08:44.240 --> 00:08:46.640 And so by doing that, you lock in three leads. 192 00:08:46.640 --> 00:08:48.880 They get the discount that you might have been willing to give before. 193 00:08:48.880 --> 00:08:51.840 I personally never discount unless there's a change in terms. 194 00:08:51.840 --> 00:08:55.160 And so either I change what I sell or they have to do something for me. 195 00:08:55.160 --> 00:08:58.960 And so this is the second way, which is they basically do some advertising on my behalf. 196 00:08:58.960 --> 00:09:01.760 And so in exchange, I give them the discount because I'm paying. 197 00:09:01.760 --> 00:09:05.160 That discount is my cost to get those leads, which I'm willing to pay for. 198 00:09:05.160 --> 00:09:09.160 If someone's asking for a discount, I mean, again, everything's going to come down to what 199 00:09:09.160 --> 00:09:11.200 is your cost to a car customer normally. 200 00:09:11.200 --> 00:09:14.760 And so if I figure I'm going to convert one out of these three referrals, then I would 201 00:09:14.760 --> 00:09:17.760 say one third of CAC times three. 202 00:09:17.760 --> 00:09:21.400 So one X CAC, your cost to a car customer, whatever it normally is, is what I'd be willing 203 00:09:21.400 --> 00:09:23.160 to give is a discount on the main thing. 204 00:09:23.160 --> 00:09:25.760 And as you become more experienced with this, you start to get more and more predictable 205 00:09:25.760 --> 00:09:26.760 metrics. 206 00:09:26.760 --> 00:09:28.120 And in the beginning, I just want this to work. 207 00:09:28.120 --> 00:09:29.120 You can start fine tuning. 208 00:09:29.120 --> 00:09:32.360 Hey, I'll give you a hundred bucks per referral or whatever. 209 00:09:32.360 --> 00:09:36.600 Now the second way that you can do this is that instead of offering the discount, you 210 00:09:36.600 --> 00:09:39.280 can offer more service that's in equivalent amount. 211 00:09:39.280 --> 00:09:43.840 And the reason you do that is because let's say I charged $200 for my thing and it actually 212 00:09:43.840 --> 00:09:45.760 cost me $40 to deliver. 213 00:09:45.760 --> 00:09:47.760 If someone says, hey, can I get a $200 discount? 214 00:09:47.760 --> 00:09:48.760 I say I'll do you one better. 215 00:09:48.760 --> 00:09:52.080 I'll give you $400 of service for free if you send me the person. 216 00:09:52.080 --> 00:09:54.640 Now the $400 of service to me only cost me 80 bucks. 217 00:09:54.640 --> 00:09:58.720 But the perceived value of the $400 of service actually makes it even a bigger, quote, 218 00:09:58.720 --> 00:10:02.360 discount for them to get the thing and send me the traffic. 219 00:10:02.360 --> 00:10:07.200 And so that's the second version, kind of 2A and 2B of that second strategy. 220 00:10:07.200 --> 00:10:11.360 And if you want to hear how to take the referral process, I just outlined it, put it on steroids. 221 00:10:11.360 --> 00:10:13.160 I have a course that goes with this book. 222 00:10:13.160 --> 00:10:14.160 It's free. 223 00:10:14.160 --> 00:10:15.160 Calm down. 224 00:10:15.160 --> 00:10:16.840 That's on my site at acquisition.com. 225 00:10:16.840 --> 00:10:18.000 You can click the leads course. 226 00:10:18.000 --> 00:10:20.920 You don't even have to opt in for it and just go to the affiliates chapter. 227 00:10:20.920 --> 00:10:23.480 It's a 45 minute video, I think, ish. 228 00:10:23.480 --> 00:10:26.880 It breaks down everything that you can do to get more customers by partnering with people 229 00:10:26.880 --> 00:10:29.160 who send you customers on a regular basis. 230 00:10:29.160 --> 00:10:32.280 And number three is actually a permutation of number two, but just done instead of on 231 00:10:32.280 --> 00:10:36.440 the discount, you do it on the positive, you say, hey, so you ask for a $100 discount, 232 00:10:36.440 --> 00:10:37.440 how about I do you one better? 233 00:10:37.440 --> 00:10:39.720 I'll give you $200 of extra stuff. 234 00:10:39.720 --> 00:10:42.080 And the reason I'm willing to do that as a business owner, you don't say this is 235 00:10:42.080 --> 00:10:43.400 me explaining to you. 236 00:10:43.400 --> 00:10:49.480 The $200 of service or stuff might cost me 40 bucks, whereas giving $200 off the price 237 00:10:49.480 --> 00:10:51.880 is going to cost me hard cost $200. 238 00:10:51.880 --> 00:10:57.320 And so I'd rather give you $400 of value for 40 or 80 bucks of cost, so actually reduce 239 00:10:57.320 --> 00:11:01.760 what my effective discount is, but I also increase the value for the prospect. 240 00:11:01.760 --> 00:11:04.760 And one of the nice valuable things here is that you're just encouraging a customer to 241 00:11:04.760 --> 00:11:08.200 use your service more, use your product more, which is always a good thing. 242 00:11:08.200 --> 00:11:12.280 And the fourth version of this is one that I used all the time and it crushed for me. 243 00:11:12.280 --> 00:11:16.240 And so what I did was as soon as the sale was over, I would say, hey, do you know how 244 00:11:16.240 --> 00:11:18.120 you can get this stuff for free? 245 00:11:18.120 --> 00:11:22.280 And every time I did this, when we'd have our sales, 30% of our sales for every one of 246 00:11:22.280 --> 00:11:27.400 our promotions would come from people using the word of mouth, the referral strategy that 247 00:11:27.400 --> 00:11:28.400 I'm about to talk about. 248 00:11:28.400 --> 00:11:30.440 All right, so it works really well. 249 00:11:30.440 --> 00:11:33.760 And so at the end of the sale, you already got the car, they already signed up and you 250 00:11:33.760 --> 00:11:36.280 say, hey, by the way, do you want to know how to get this for free? 251 00:11:36.280 --> 00:11:38.360 Everyone leans in, they're like, yeah, of course I want to know how to get it for free. 252 00:11:38.360 --> 00:11:41.640 So now we're not talking about discounts, we're talking about how do I get it free? 253 00:11:41.640 --> 00:11:46.440 And so what you say is, hey, if this thing's $500, you say for every person you bring 254 00:11:46.440 --> 00:11:48.800 in, I'll give you a hundred bucks in cash. 255 00:11:48.800 --> 00:11:53.400 And it was a real $100 cash check that I would give these people. 256 00:11:53.400 --> 00:11:59.000 And so I had so many people, I had to have nurses or teachers who had huge networks of people 257 00:11:59.000 --> 00:12:02.000 that they worked with on a regular basis and said, hey, you want to do this weight loss 258 00:12:02.000 --> 00:12:04.080 challenge with me or whatever it was. 259 00:12:04.080 --> 00:12:08.080 And so I would have one girl come and offer me 10 people, make 500 bucks. 260 00:12:08.080 --> 00:12:10.400 And I would get 10 customers from this one person. 261 00:12:10.400 --> 00:12:13.960 Now that was obviously on the sale, not on them making the introductions. 262 00:12:13.960 --> 00:12:17.600 That was the big difference between the first two and this one is, I would say it was 263 00:12:17.600 --> 00:12:21.760 only after the fact, after the sale, that they'd be able to get the hundred bucks. 264 00:12:21.760 --> 00:12:23.760 But that slayed for me. 265 00:12:23.760 --> 00:12:27.160 I've tactically executed this two different ways of my career. 266 00:12:27.160 --> 00:12:31.120 Way number one is that underneath of my contract, I had all the names of the referrals always 267 00:12:31.120 --> 00:12:32.120 listed out there. 268 00:12:32.120 --> 00:12:35.600 And that would remind me and my sales guys to ask for that referral and also know that 269 00:12:35.600 --> 00:12:38.520 that person would be attributed back to that customer. 270 00:12:38.520 --> 00:12:43.280 Remember, I came from, you know, analog brick and mortar, I printed out contracts, okay? 271 00:12:43.280 --> 00:12:46.960 The second way is to just do the digital way, which is, hey, introduce me right now with 272 00:12:46.960 --> 00:12:50.960 your friend, which I'll show you the real tax on that in one of the future ones because 273 00:12:50.960 --> 00:12:51.960 it's really good. 274 00:12:51.960 --> 00:12:54.680 Which leads me to number five, which is referral at success. 275 00:12:54.680 --> 00:12:58.440 And so the moment that someone has some big thing, you just finish painting their house. 276 00:12:58.440 --> 00:13:01.920 You put their garage door in or you train their dog or you help them lose weight. 277 00:13:01.920 --> 00:13:04.120 There's a moment of transformation that you have. 278 00:13:04.120 --> 00:13:06.360 And a lot of times that's where you capture testimonials. 279 00:13:06.360 --> 00:13:08.480 Now for sure, capture the testimonial. 280 00:13:08.480 --> 00:13:11.360 But right afterwards, they're amped, they're feeling good, they love your service, they 281 00:13:11.360 --> 00:13:12.360 just experienced it. 282 00:13:12.360 --> 00:13:15.000 When you say, hey, you're amazing. 283 00:13:15.000 --> 00:13:18.680 How many other amazing people like you do you know? 284 00:13:18.680 --> 00:13:20.880 And usually they're like, I don't know, and then they start giggling, whatever. 285 00:13:20.880 --> 00:13:23.240 And you're like, awesome. 286 00:13:23.240 --> 00:13:25.280 Can we take a picture together to commemorate the moment? 287 00:13:25.280 --> 00:13:26.280 And then they say, yes. 288 00:13:26.280 --> 00:13:27.280 So let me give you your phone. 289 00:13:27.280 --> 00:13:30.480 So you take their phone, you do a selfie and say, hey, let's take this picture. 290 00:13:30.480 --> 00:13:32.400 Who do you know that we can send this to? 291 00:13:32.400 --> 00:13:35.520 That we can invite them in so we can do this with them. 292 00:13:35.520 --> 00:13:37.680 And by making that asking, you do it from their phone. 293 00:13:37.680 --> 00:13:42.680 You text yourself through their phone with the picture of you, the outcome, and them. 294 00:13:42.680 --> 00:13:46.000 So if it's you and the dog or you and the garage or just you and them skinny, right? 295 00:13:46.000 --> 00:13:49.280 You text them and say, hey, this is Sandra. 296 00:13:49.280 --> 00:13:52.160 You should meet Alex and I used to joke around and like, you're like, Alex is the coolest 297 00:13:52.160 --> 00:13:54.640 guy of all time because he's the most amazing man. 298 00:13:54.640 --> 00:13:57.960 You should totally, because like they knew that I was texting as them and they would get 299 00:13:57.960 --> 00:13:59.440 a laugh out of it. 300 00:13:59.440 --> 00:14:01.880 And so mind you, this is where you have to have rapport with the customer. 301 00:14:01.880 --> 00:14:03.560 If you don't have rapport, then this isn't going to work. 302 00:14:03.560 --> 00:14:07.280 But for me, this is why having it at the success moment, it's like you've literally demonstrated 303 00:14:07.280 --> 00:14:11.160 the result in front of you to someone they know. 304 00:14:11.160 --> 00:14:14.720 And then that person is making the introduction mean like, dude, you've got to check this place 305 00:14:14.720 --> 00:14:15.720 out. 306 00:14:15.720 --> 00:14:16.720 It's awesome. 307 00:14:16.720 --> 00:14:18.680 They have the best craps or they have the they totally fixed my garage. 308 00:14:18.680 --> 00:14:20.440 And you said you were you were looking at fixing it. 309 00:14:20.440 --> 00:14:22.120 Look how nice mine looks, whatever it is. 310 00:14:22.120 --> 00:14:25.200 And that worked amazingly well to get referrals at the point of success. 311 00:14:25.200 --> 00:14:28.680 And so you'll notice the through line here is that at each of these moments is someone 312 00:14:28.680 --> 00:14:31.040 asked for discount, boom, you can get a referral. 313 00:14:31.040 --> 00:14:35.120 If you want to get a referral, you can add in a bonus or you can flip the discount into 314 00:14:35.120 --> 00:14:36.120 a bonus. 315 00:14:36.120 --> 00:14:40.800 You just ask them on a regular basis, hey, how do you want to know how to get this for 316 00:14:40.800 --> 00:14:41.800 free? 317 00:14:41.800 --> 00:14:42.800 Which slayed for me. 318 00:14:42.800 --> 00:14:43.800 You can do the version here. 319 00:14:43.800 --> 00:14:45.320 We're at the point of success. 320 00:14:45.320 --> 00:14:47.280 You take the picture and you do the three way introduction. 321 00:14:47.280 --> 00:14:50.080 All these versions work obscenely well no matter how big your business is to get more 322 00:14:50.080 --> 00:14:51.080 customers in the door. 323 00:14:51.080 --> 00:14:52.080 Let's get the next one. 324 00:14:52.080 --> 00:14:55.800 Hey, and if you're listening to this right now, tag me with the tactic that you're going 325 00:14:55.800 --> 00:14:57.480 to use in the next seven days. 326 00:14:57.480 --> 00:15:01.400 And I'm saying seven days because any of these tax dates you can implement this week. 327 00:15:01.400 --> 00:15:04.720 Number six, the next one is a handwritten card strategy. 328 00:15:04.720 --> 00:15:05.960 So here's how it works. 329 00:15:05.960 --> 00:15:10.560 You pair handwritten cards with in-person events or virtual events, but it works especially 330 00:15:10.560 --> 00:15:12.040 well for in-person events. 331 00:15:12.040 --> 00:15:15.440 And so if you have a member appreciation event or some sort of workshop or something that 332 00:15:15.440 --> 00:15:18.680 you're going to be holding on a quarterly basis or whatever cadence you have on it, 333 00:15:18.680 --> 00:15:22.640 I'd recommend doing this at least quarterly if you have especially a local business. 334 00:15:22.640 --> 00:15:25.440 And so you invite the customers in and it doesn't have to be high budget. 335 00:15:25.440 --> 00:15:29.040 It's just supposed to have some fun, have some food, it can be a potlock, whatever. 336 00:15:29.040 --> 00:15:32.280 And so you invite all the customers there. 337 00:15:32.280 --> 00:15:35.520 And the way you do that is you write a handwritten card, thinking them for their patronage and 338 00:15:35.520 --> 00:15:40.880 saying, this is your invitation, you're cordially invited to the quarterly or semiannual, you 339 00:15:40.880 --> 00:15:43.600 know, painters are a res event, whatever, right? 340 00:15:43.600 --> 00:15:47.240 And so you invite them to this event for you to appreciate them. 341 00:15:47.240 --> 00:15:52.440 Now you say, PS, this is key, PS on the letter, is to say, if you take a screen, a desk 342 00:15:52.440 --> 00:15:55.360 screen, if you take a picture of this letter and you text it to a friend of yours, they 343 00:15:55.360 --> 00:15:57.920 can use that to get into the event and they can have all the food and all the drink they 344 00:15:57.920 --> 00:15:59.800 want and they can come with you. 345 00:15:59.800 --> 00:16:03.360 And if you want, just so that I know them before they come in the door, just do a three-way 346 00:16:03.360 --> 00:16:07.120 text with me and you can send that invite like you sending it to them. 347 00:16:07.120 --> 00:16:11.040 And by doing that, you can collect a bunch of leads and you say, hey, it's also all people 348 00:16:11.040 --> 00:16:12.040 are welcome. 349 00:16:12.040 --> 00:16:15.040 And so they can then bring other people with them to your event. 350 00:16:15.040 --> 00:16:19.040 And when we would do this, you get 30 to 50% of the room would be people who were friends 351 00:16:19.040 --> 00:16:21.880 and plus ones of the people who were coming to the event. 352 00:16:21.880 --> 00:16:25.480 And then at the event, all day long, think about this, all the people were there, love 353 00:16:25.480 --> 00:16:27.120 you enough to show up to your event. 354 00:16:27.120 --> 00:16:29.760 And so they're all talking about awesome you are at whatever the thing is and you're 355 00:16:29.760 --> 00:16:30.760 providing stuff to them. 356 00:16:30.760 --> 00:16:32.920 You're giving them food, you're giving them drinks, you're giving them entertainment, 357 00:16:32.920 --> 00:16:35.880 you're walking around your kissing baby shaking hands and so you seem like mayor of 358 00:16:35.880 --> 00:16:36.880 the town. 359 00:16:36.880 --> 00:16:37.880 So you get great positioning. 360 00:16:37.880 --> 00:16:40.960 And then all you do is as you go one on one, you say, hey, let's talk on Monday, hey, 361 00:16:40.960 --> 00:16:41.960 let's get a time set up. 362 00:16:41.960 --> 00:16:42.960 Buh, buh, buh, buh. 363 00:16:42.960 --> 00:16:43.960 And all you do is you set a shitload of appointments. 364 00:16:43.960 --> 00:16:44.960 Don't sell there. 365 00:16:44.960 --> 00:16:46.480 Just set fallout appointments. 366 00:16:46.480 --> 00:16:47.480 So that's fun. 367 00:16:47.480 --> 00:16:50.000 It keeps it chill and that way you can collect a ton of leads. 368 00:16:50.000 --> 00:16:52.440 And after they've met you once in person, they're not going to ghost you on the next 369 00:16:52.440 --> 00:16:53.440 thing. 370 00:16:53.440 --> 00:16:54.960 And they buy because their friends are already there. 371 00:16:54.960 --> 00:16:57.200 They already literally consume something from you. 372 00:16:57.200 --> 00:17:01.040 The reciprocity law is at its highest amount and so they're really likely to buy. 373 00:17:01.040 --> 00:17:04.840 So too quick to actual things that I learned in the hard way. 374 00:17:04.840 --> 00:17:06.160 Don't book these too far out. 375 00:17:06.160 --> 00:17:07.560 If someone's like, hey, I can do it too easily. 376 00:17:07.560 --> 00:17:08.560 I'm like, girl, you're here right now. 377 00:17:08.560 --> 00:17:09.560 I was like, get in on Monday. 378 00:17:09.560 --> 00:17:11.360 I was like, let's coach you starts now. 379 00:17:11.360 --> 00:17:12.360 Let's go. 380 00:17:12.360 --> 00:17:13.360 You know what I mean? 381 00:17:13.360 --> 00:17:15.960 Like, I always try to have that kind of like playful rapport so I can get people in 382 00:17:15.960 --> 00:17:19.000 faster because obviously interest wanes really quickly. 383 00:17:19.000 --> 00:17:22.840 And so you have a very small period of time where motivation is super high. 384 00:17:22.840 --> 00:17:24.560 And so we want to capitalize on that moment. 385 00:17:24.560 --> 00:17:27.400 And after the event happens and I've already booked them, I treat them like a normal lead. 386 00:17:27.400 --> 00:17:30.240 So I'm going to still work them, send reminders, all the normal stuff you do. 387 00:17:30.240 --> 00:17:31.760 Number seven is the spouse request. 388 00:17:31.760 --> 00:17:32.760 So this is a good one. 389 00:17:32.760 --> 00:17:37.560 So if you have a service that a spouse can do with them. 390 00:17:37.560 --> 00:17:39.440 So that could be like wine and paint night. 391 00:17:39.440 --> 00:17:41.000 That could be like I said, weight loss. 392 00:17:41.000 --> 00:17:42.640 That could be therapy. 393 00:17:42.640 --> 00:17:45.960 That could be anything that somebody could do. 394 00:17:45.960 --> 00:17:46.960 You ask them. 395 00:17:46.960 --> 00:17:49.840 So basically it pro acts the obstacle. 396 00:17:49.840 --> 00:17:52.720 So you get to be aggressive on it and say, hey. 397 00:17:52.720 --> 00:17:53.720 Is your husband support you in this? 398 00:17:53.720 --> 00:17:55.800 Hey, do you think this would help your husband out? 399 00:17:55.800 --> 00:17:57.680 And or your wife out, whatever. 400 00:17:57.680 --> 00:18:02.280 And by doing that, you say, hey, we have an amazing spouse program. 401 00:18:02.280 --> 00:18:05.120 And we've actually seen that people who do it with their spouse and this is the key part 402 00:18:05.120 --> 00:18:06.120 of it. 403 00:18:06.120 --> 00:18:09.120 Is you want to have some sort of stat that's associated with it that shows people who do 404 00:18:09.120 --> 00:18:11.560 with their spouse are three times more successful. 405 00:18:11.560 --> 00:18:14.000 And by doing that, then it's like, well, you want to be more successful. 406 00:18:14.000 --> 00:18:17.520 And so I would strongly, like, I don't use the word mandatory and I would even say this 407 00:18:17.520 --> 00:18:18.520 in the scripting. 408 00:18:18.520 --> 00:18:20.480 I never say the word mandatory. 409 00:18:20.480 --> 00:18:26.200 But unless your spouse has a reason like they're foot fell off or they're, you know, about 410 00:18:26.200 --> 00:18:28.200 to go to the hospital, they're crazy. 411 00:18:28.200 --> 00:18:31.040 If unless it's one of those reasons, they should come with you because I think it's going 412 00:18:31.040 --> 00:18:34.520 to, it's going to, it will be far more long lasting whatever the transformation is. 413 00:18:34.520 --> 00:18:37.240 It'll be far more effective, whatever our intervention is. 414 00:18:37.240 --> 00:18:40.440 And you're going to have a much better experience and you'll have support here and at home, 415 00:18:40.440 --> 00:18:42.040 which makes it way more likely that you'll win. 416 00:18:42.040 --> 00:18:47.960 And the last one is a bonus one, which is a friend of mine runs massive, massive online 417 00:18:47.960 --> 00:18:48.960 challenges. 418 00:18:48.960 --> 00:18:53.040 It's just brick and mortar or just service businesses like it works for any business. 419 00:18:53.040 --> 00:18:56.360 And you just have to think, how can I make this work for my business and not it won't 420 00:18:56.360 --> 00:18:57.360 work for my business? 421 00:18:57.360 --> 00:19:00.480 Because I promise you that is the voice of the loser, like beating you into a loser 422 00:19:00.480 --> 00:19:01.480 ship. 423 00:19:01.480 --> 00:19:02.480 Okay. 424 00:19:02.480 --> 00:19:08.240 Literally, just in all messaging he had, all he did for an entire campaign was simply 425 00:19:08.240 --> 00:19:12.960 remind people in every piece of content and every piece of messaging and every ad and 426 00:19:12.960 --> 00:19:17.400 every post that he did throughout the entire campaign was he just said, hey, be sure to 427 00:19:17.400 --> 00:19:18.400 bring a friend. 428 00:19:18.400 --> 00:19:20.080 It's far more likely that you'll succeed. 429 00:19:20.080 --> 00:19:22.080 You're going to love this if you do this together. 430 00:19:22.080 --> 00:19:24.200 And he just said it every time. 431 00:19:24.200 --> 00:19:27.280 And at the end of his campaign, and he's getting million plus customers when he runs these 432 00:19:27.280 --> 00:19:33.000 campaigns, so massive, massive, massive scale, 25 to 30% of the customers that came in from 433 00:19:33.000 --> 00:19:36.800 the campaign were from word of mouth, were from unattributed sources. 434 00:19:36.800 --> 00:19:39.680 And when he didn't do this, it was almost nothing. 435 00:19:39.680 --> 00:19:45.160 And so he attributed that big jump to making sure that he wove in the bring a friend that 436 00:19:45.160 --> 00:19:49.360 brings someone else, that you're going to be more successful, that you'd have more support, 437 00:19:49.360 --> 00:19:51.960 you'll get faster results if you do it together. 438 00:19:51.960 --> 00:19:56.400 And so I would encourage you, obviously, these tactics that I just outlined give you when 439 00:19:56.400 --> 00:19:59.800 someone asks for a discount, how to do it, if it's the holidays, use the gift card. 440 00:19:59.800 --> 00:20:01.840 If someone has a great success, that's the moment. 441 00:20:01.840 --> 00:20:05.200 If you want to get an event, you use it to use as a referral event. 442 00:20:05.200 --> 00:20:08.720 All of these tools are things that you can use at specific moments. 443 00:20:08.720 --> 00:20:13.120 But the big overarching one is that if you know that you can generate about 30% of your 444 00:20:13.120 --> 00:20:16.160 leads, and this is just what I've seen across our businesses, by implementing these 445 00:20:16.160 --> 00:20:22.440 strategies, you can get 30% more customers by just asking and actually weaving this in. 446 00:20:22.440 --> 00:20:28.040 And not being lazy about it, it's an obscenely easy way to get customers that are free, pay 447 00:20:28.040 --> 00:20:30.920 more, stay longer, and refer you more customers.