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Chapter 4, Sell More and Better Cure 2 is about improving upon what you are already doing.
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In later chapters, we will look at expanding your service offerings.
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The easiest and often quickest way to boost revenue is to improve your current business model.
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Sell more and sell better accepted jobs.
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Heads up, this chapter has a lot of math.
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Stick with me.
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Use the workbook and the charts to fill the math for your business.
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If you get lost on the math part, do not stress out.
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I will summarize the concepts and make them very applicable for your business.
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At Augusta Lawn Care, our gateway service is mowing.
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For Cure 2, selling mowing during the slower season is the key solution.
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This requires the climate and market to allow for year-round mowing.
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The grass may not grow as fast.
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Customers may not need a weekly mowing service.
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Customers change it to an every-other-week schedule.
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But it is possible to still sell the service despite a slowdown in demand.
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Before we get too ambitious, let's review a couple of simple strategies that can help you win the offseason.
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First, think about switching to level billing or a subscription model.
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Customers would pay the same amount each month.
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This approach solves the seasonal revenue problem.
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Level billing works well for services done all year.
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It's not as possible when service can't happen, like mowing grass in the snow.
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For Augusta, if you mow once or twice a month in winter, you can likely use level billing.
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Set a monthly fee for your recurring service.
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You can adjust visit frequency as needed.
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But for many markets, subscription models or level billing year-round don't work.
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Why?
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No competitors offer them, which adds friction to the sales process.
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It may require more complex contracts and signatures.
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If customers skip signing agreements, they might cancel service.
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This can happen during the months when you do the least work and earn most of your profit.
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Also, level billing doesn't raise your total revenue.
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It spreads the amount of money over 12 months instead of focusing it in your busy season.
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Level billing year-round contracts are great for cash flow during the off-season, but they can exasperate cash flow problems during the spring rush, especially if you're growing fast.
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Why?
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You're performing a ton of work but receiving less revenue than you should be at that time of year.
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Level billing distributes your revenue in equal amounts throughout the year.
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This helps you earn more profit when business is slow.
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But during the busy season, you're performing more jobs and doing more work for the same monthly revenue.
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Also, this approach doesn't work for one-time jobs.
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Recurring work aligns well with recurring payments.
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But it's tough to persuade someone to subscribe to recurring payments for a one-time project.
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You can use another easy strategy by selling jobs that you don't need to do right away.
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Then schedule them for the off-season.
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I call these time-insensitive jobs.
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You can move these jobs a few months into the future without any issues.
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During Spring Rush, priority goes to time-sensitive and recurring jobs.
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Time-sensitive means that if you wait three to four weeks, the opportunity is gone.
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Mowing is a time-sensitive job.
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If the grass keeps growing and you don't act fast, the customer might hire someone else.
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Mowing is also recurring, which makes it even more valuable.
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You can schedule time-insensitive and one-time jobs for the off-season.
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If you're building a paver patio, you might get that lead at the same time as a spring rush mowing request.
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Focus on the time-sensitive recurring mowing job first.
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Then, plan the paver patio for a few months from now.
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This helps level out your workload and fill your off-season with profitable work.
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All the leads come pouring in during the spring rush at the same time.
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One-time jobs, recurring jobs, time-sensitive jobs, time-insensitive jobs.
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I do not recommend using a first-come, first-served scheduling method.
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It will lead to seasonal revenue patterns each year.
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Instead, focus on recurring and time-sensitive jobs during your busy season.
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Schedule one-time and time insensitive projects for your slower months.
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With this strategic scheduling, you will see a revenue boost in the off-season.
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This method cuts down on the number of trucks, workers, and equipment needed during the spring rush.
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By delaying some jobs, you won't have to increase your labor and asset capacity as much to serve the new customers.
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The total annual revenue doesn't change, but better scheduling means better asset and employee utilization.
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You might need only 10 employees during the busy season instead of 12.
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Instead of keeping two employees in the offseason, you can keep five or six.
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This is possible because you move those one-time projects to the slow season.
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This approach also reduces burnout.
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Entrepreneurs are less likely to quit when revenue changes are not as dramatic.
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Business A uses first-come, first-served scheduling.
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They earn $5,000 per month in the off-season.
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They earn $100,000 a month during the busy season.
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That is a 20x difference in revenue between the seasons.
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Wild revenue fluctuations.
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This is tough.
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Business A has seasonitis.
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Business B earns $40,000 per month in the off-season.
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They earn $70,000 a month during the busy season.
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They push one-time jobs and time insensitive projects out into the off-season.
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Business B's revenue still fluctuates, but its operations are easier now.
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The difference between slow and busy seasons is less than a 2x in monthly revenue.
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You might be thinking, there's no way I can do level billing.
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I lack enough time insensitive projects to fill my off season.
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What then?
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This is where cure two for seasonitis comes into play.
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Getting more and better accepted jobs.
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Let me share my experience.
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During my first few off-seasons at Augusta Lawn Care, I burned $70,000 to $100,000 in the winter.
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We did many inefficient tasks to keep the crew busy.
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I was afraid my crew would leave if I didn't give them 40 hours of work each week, despite not having any incoming leads.
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I would bake cookies at home and deliver them to property managers for commercial jobs.
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We would pressure wash our mowing customers' driveway to keep the crew preoccupied.
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We'd reorganize the shop space and sharpen equipment blades again and again.
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I was wasting all my profits in the past nine months during those three off-season months.
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I spent them on pointless tasks to keep my crew busy.
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I would have been better off spending $500 per day on advertising.
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That's $45,000 over 90 days.
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If this advertising had kept my crew busy with real work, I could have broken even.
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That would have been better than spending $70,000 to $100,000 on pointless tasks.
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We can solve Q4 collapse by advertising more and getting more customers.
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But how much do you need to spend?
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Let's find out how much you need to spend on advertising to fix your Q4 collapse.
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First, we need to find the revenue gap.
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How much more revenue we need to generate to solve Q4 collapse?
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Look back at page two of your workbook.
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Subtract your lowest revenue quarter, the Q4 collapse, from the median of your other three quarters.
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This calculation gives you the revenue gap you need to fill.
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Next, we need to determine how many more accepted jobs we need to fill this gap.
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Take your revenue gap and divide it by your average job value during Q4.
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For one-time jobs, like paver patios costing $10,000 each, the math to find the average job value is simple.
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For recurring work, you'll need to calculate the total value across your Q4 period.
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For example, if you charge $50 per mowing service twice a month or three months, your average job value would be $300.
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High-value, one-time jobs can provide a significant boost to your revenue.
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This may fill the revenue gap faster than recurring work.
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Keep this in mind when planning off-season services.
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Here are the equations.
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Median revenue of Q1 through Q3 minus the lowest revenue quarter, or Q4.
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This equals your revenue gap.
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Revenue Gap divided by Average Job Value in Q4 equals Number of Jobs Needed.
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Now that we know how many jobs we need, we must determine our marketing budget.
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What will it cost in advertising to generate these jobs?
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First, estimate an achievable customer acquisition cost for your off-season.
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Be conservative.
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If you don't know this figure, a good rule of thumb is to multiply your busy season acquisition cost by two to five times.
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For example, if you spend $40 to get a customer in spring, expect to pay about $200 per customer in winter.
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The cost for clicks and leads go up a lot in the off-season.
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This is because fewer people want your services then.
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Fewer people are searching for your services.
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That's why it's called the off-season.
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This equation tells you how much you need to spend on advertising to solve your Q4 collapse.
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Your marketing budget for Q4 equals number of jobs needed multiplied by your customer acquisition cost.
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We need to complete the equation to see if Q2 fixes our seasonality issue.
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In this case, increased marketing spend achieves more accepted jobs.
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You will use a set amount, your marketing budget, to earn more money, your revenue gap from page 10 of the workbook.
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This will yield extra profit, your jackpot from page four of the workbook.
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After completing this calculation, the question becomes, is it worth it?
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You might find that the numbers don't make sense.
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It could be that your customer acquisition cost is too high during the off-season, or there's little demand for your services.
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This could mean you'll have to invest a lot in advertising to earn even a small amount of revenue.
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Your equation may show that spending $400 to acquire customer only brings in $600 of added revenue.
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This isn't a wise financial decision.
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It is not a good deal.
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I would agree with you.
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This approach wouldn't solve your Q4 collapse.
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But you could spend more on acquiring customers if you raise their lifetime value.
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Lifetime value shows the total revenue a customer brings during their time with their business.
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It includes all purchases, not just the first one.
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This could span three, four, five years, or even longer.
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The business with the highest lifetime value can spend more to acquire leads.
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This is especially true for the few available leads that come in during the off-season.
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Spending $400 to gain a customer with a $600 lifetime value doesn't make sense.
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That's 66% of their worth spent on advertising to them.
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But spending $400 on ads for a customer with a $5,000 lifetime value could be a smart investment.
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The company with the highest lifetime value can spend more to get customers and still make a profit.
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These businesses gain market share because they can buy customers when others cannot.
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Most business owners focus on lowering their customer acquisition costs.
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We try to save $5 or $10 per lead.
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We should focus on boosting lifetime value.
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This lets us pay more to acquire new customers.
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My customers are worth $9,000 over their lifetime.
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My competitors' customers generate only $600 in lifetime value.
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This means I can spend more on advertising and still make a profit.
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When leads are scarce during the off-season, I can still afford to buy them.
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The question becomes, how do we increase lifetime value?
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Is there a way to increase how much money we can make from each customer?
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This leads us to the second part of cure two of more and better.
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We've talked about getting more accepted jobs through advertising, but
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Now let's focus on making each job better by upselling customers to make them more valuable to us.
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Most business owners think they have a leads problem.
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If only I could get more customers.
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The question becomes, do we have a lead problem or an upselling problem?
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Do we not know how to turn a $600 customer into a $5,000 customer?
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Upselling is when someone offers you an upgrade.
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This means selling a better version of a product you've bought or are considering.
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Consider the Ford F-150.
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The same basic truck has models ranging from $38,000 to over $70,000.
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You have the basic XL, then the XLT, the Lariat, the King Ranch, and the Raptor.
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These different models allow Ford to upsell customers on the F-150 lineup.
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Upselling is when you sell a pricier version of a product the customer already has or is about to buy.
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After I pick my truck model at a Ford dealership, I can choose an extended service warranty.
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This warranty covers either 30, 100, or 1,000 components with premium care.
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I'm upgrading the level and quality of my initial truck purchase.
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The same principle applies to your estimates in your home service business.
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With software like Copi at CRM, you can suggest optional items on estimates.
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This helps customers see upgrade options and boost your revenue from each sale.
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If I want a 27-inch TV and the salesperson suggests a 40-inch TV or an extended warranty, that's an upsell.
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When booking airline tickets, you find options like basic economy, main cabin, and first class.
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They all go to the same destination, but offer different experiences and pricing.
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On that same flight, you'll see many upsells.
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These include luggage fees, priority boarding, seat selection, Wi-Fi, snacks, and club access.
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Upselling better services and options turns a $200 airline customer into a $1,600 one.
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There are 11 options or upgrades to increase customer lifetime value.
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On page 11 of the workbook, you'll find a list to help identify which ones might work for your business.
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The first way to boost customer lifetime value is to give discounts for increasing frequency.
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For example, if you clean a house monthly, can you offer a discount to switch to a weekly service?
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Instead of charging $150 per month, you might charge $80 per week.
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This increases the annual customer value, or ACV, from $1,800 to $4,160.
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Yes, you offer them a discount that reduced the cleaning price by almost 50%.
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but you also increase the service frequency a lot.
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Equation, price per visit multiplied by the number of visits per year equals annual customer value, or ACV.
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To find the lifetime value, divide the annual customer value by your annual turn rate.
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Annual turn rate is the percentage of recurring customers who leave each year.
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Equation, annual customer value divided by annual turn rate equals lifetime value.
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Let's do the math.
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If the annual turn for this cleaning service is 33%, the lifetime value goes up from $5,400 to $12,480.
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Switching from monthly to weekly service causes this change, even with the discount.
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How do I know?
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The annual customer value for monthly service is $150 per visit multiplied by 12 visits per year.
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That equals $1,800 annual customer value.
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With a 33% annual turn rate, customers stay on average of three years, making their lifetime value $1,800 multiplied by three equals $5,400.
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When I increase the frequency to weekly, the annual value becomes $80 per visit multiplied by 52 visits per year.
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That's $4,160 in annual customer value.
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Using the same churn rate, the lifetime value jumps to $4,160 multiplied by three equals $12,480.
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I've more than doubled the lifetime value without changing my core service.
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Who do you think can afford to spend the most on marketing?
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The business that earns $5,400 per customer or the one that earns $12,480 per customer?
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The second way to increase lifetime value through upgrades is to sell supplements.
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You might say, I don't sell whole supplements.
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I sell home services.
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In this context, supplements are products that customers must use on a regular basis.
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They get used up or dissolve.
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For example, treatments for lawns, odor enhancers for carpets, or chemicals for pools.
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These small add-ons upgrade the service experience and increase customer value.
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The third approach is to increase the quality of the products you use.
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The type of mulch you use can increase the value of a landscape job.
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Upgrading quality can turn a $10 yard of mulch into a $100 yard of mulch.
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To a painter, the paint quality matters.
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Upgrading quality can turn a $50 gallon of paint into a $500 gallon of paint.
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The fourth strategy is to sell tiered service packages.
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Good, better, best.
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Don't give customers one option.
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Give them a cheaper alternative.
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Give them the option they asked for.
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Then give them a premium option they might surprise you by selecting.
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For example, with irrigation services, you can offer basic installation.
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This would be your good option.
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Your better option might be installation plus a maintenance plan.
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Your best package could include installation and maintenance.
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It could also include a lifetime warranty on all equipment and pipes.
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If anything breaks, you do all repairs at no extra cost.
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These tiered packages can turn a $10,000 irrigation job into a $20,000 sale.
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You offer five years of maintenance and a 10-year warranty against any issues.
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The fifth strategy is to bundle services.
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For example, offer mowing, weeding, and bush trimming together.
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Bundling services with a small discount can help you offer three times more to each customer.
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This boosts their lifetime value and reduces churn.
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You solve more of their problems.
250
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The sixth approach is to sell optional services on every existing quote.
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If someone requests a fall cleanup, why not offer an optional spring cleanup on the same estimate?
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They're not going to wake up after the winter and decide to start cleaning up their property.
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Sell the service they asked for today, but also give them the option for future services.
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If they ask for weeding services, offer most installation.
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With modern software, it takes seconds to add these options to your estimate.
256
00:20:35.304 --> 00:20:39.226
The seventh strategy is to set up a bonus program for your technicians.
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This way, they will seek ways to boost customer lifetime value.
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Technicians can use tools like Copay at CRM to send a text or email upsell offer to customers.
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The technician can do this while they are on the customer's property.
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They tap once when they see extra service needs.
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Your employee might be mowing the lawn and notice weeds in the flower beds.
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In seconds, they can provide a weeding upsell through text.
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If the customer accepts the upsell and books more work, the technician earns a bonus.
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We hand these bonuses out as cash at the next team meeting to reinforce this upsell-first culture.
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Also, consider selling follow-up services.
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Often, we see these as callbacks or customer service problems, but they are opportunities for growth.
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If you're painting someone's house, why not sell a 30-day touch-up visit as part of the package?
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If your crew misses something, customers do not get upset now.
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They know you will make a return visit.
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This way, you boost the value of the first sale and increase customer satisfaction.
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Selling limited time or lifetime warranties is another powerful approach.
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Sell a leak-free warranty if you are selling roofs.
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Sell a replacement warranty for plants you've installed if you're a landscaper.
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Offer a retreatment guarantee for pest control if the issue isn't fixed.
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All these can increase the lifetime value of the customer.
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Many customers will pay a higher price to completely solve their problem.
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They prefer to pay more for your guarantee than to risk having a bad outcome.
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The tenth strategy is to sell personalized recommendations through property inspections.
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Offer 21-point inspections and property reviews on an annual or quarterly basis.
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You're the expert.
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Customers often lack knowledge about plumbing, landscaping, trees, fencing, and most home services.
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Sell this expertise as a value-add option on every estimate.
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Finally, sell premium access to support.
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Many businesses provide support as a standard feature, but why not create a premium tier?
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Get 24-7 emergency response.
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00:22:53.006 --> 00:22:54.747
Try our text concierge service.
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00:22:55.607 --> 00:22:58.348
For a fee, receive services from specific technicians.
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We charged $230 to mow a lawn.
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It usually costs $45.
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They wanted one specific employee at one specific time.
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We sold access and support at five times the normal price, and they loved it.
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When can you promote these upsells to customers?
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You have many opportunities throughout the customer journey.
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You can do this in person, on property inspections, or estimates.
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Walk the customer's property to spot service needs they may not see.
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Add upsell options in your estimate.
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Add upsell options in your website form, estimate template, or customer portal.
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00:23:36.666 --> 00:23:39.408
The end of job walkthrough is a great time to upsell.
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They've seen your quality work and feel happy about hiring you.
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You solved their problem.
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You proved your value.
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This is a perfect point of activation.
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Sell them more.
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Don't do this if you hate making money.
305
00:23:53.193 --> 00:23:56.315
After customers leave five-star reviews, send them a promotion.
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00:23:56.936 --> 00:24:01.519
If they leave a positive internal survey, reach out to suggest more services.
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00:24:02.239 --> 00:24:05.622
Create milestone moments to reconnect and keep leads warm.
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00:24:06.422 --> 00:24:11.546
Milestones can include customer anniversaries, finishing 10 service visits, or birthdays.
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These milestones unlock special offers or discounts.
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Make up milestones.
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Celebrate National Donut Day.
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Create more selling opportunities.
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Create reasons to make an offer.
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On page 11 of the workbook, circle three upsell strategies you will use.
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These can help you boost your average ticket.
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This will increase the lifetime value of the customer.
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00:24:35.433 --> 00:24:41.757
Choose the best time to introduce these upsells in your sales process before, during, or after the job.
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Digital, over the phone, or in person.
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Get specific.
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This will help you get the best results.
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Instant pricing has proven to be a significant asset for my business.
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At Augusta Lawn Care, we upsell customers after they submit an estimate form online.
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On every phone call, our command center agents make an offer to increase the job value.
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These changes brought in millions in extra revenue.
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00:25:06.535 --> 00:25:11.819
When customers have their payment info ready at checkout, it's a great time to suggest more services.
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00:25:12.559 --> 00:25:18.244
Another way to sell more and better accepted jobs is to show your prices on your website.
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Allow customers to accept the estimate without delay.
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We call this instant pricing.
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Some owners worry that customers want to meet in person before buying.
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After I set up online checkout at my Anytime Fitness Gym, membership signups rose by 28%.
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This gave me the confidence to bring the same approach to home services.
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If the customer prefers to meet in person, add that option to your estimate request form online.
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we found that many customers prioritize prompt and effective solutions to their problems.
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00:25:51.435 --> 00:25:53.995
They don't want to ask five contractors for bids.
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00:25:54.575 --> 00:25:57.296
They don't want to have to take time to meet with estimators.
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00:25:57.736 --> 00:25:59.777
They don't want to have to wait a week to get prices.
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They want to solve their problems as soon as possible.
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Yes, price-sensitive customers will check your rates against competitors.
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But these customers aren't your ideal clients.
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Your best customers value their time and pay for solutions delivered without delay.
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Research shows that 70% of homeowners accept the very first estimate they receive.
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They recognize professionalism in business with efficient systems that respect their time.
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Make it easy for these ideal customers to commit.
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Make it easy for people to give you money.
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Once they've paid, they stop shopping around.
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Have you shown up to start a job only to discover that another company has already completed the work?
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00:26:43.330 --> 00:26:48.031
This happens when customers agree in conversation but never complete a transaction.
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Secure your business with clear estimates.
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00:26:51.131 --> 00:26:54.772
Use simple payment processes to strengthen the closed deal.
350
00:26:55.747 --> 00:27:01.552
Amazon sells billions of dollars worth of goods in a single day from people they've never met.
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00:27:02.133 --> 00:27:05.315
You've likely received an Amazon package in the past week.
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00:27:05.916 --> 00:27:10.660
This happens because they've streamlined the purchasing process, making it quick and simple.
353
00:27:11.080 --> 00:27:14.283
They even offer buy now with one click functionality.
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00:27:15.309 --> 00:27:21.072
Some Amazon executive likely worried this feature might lead to more misplaced shipments and returns.
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00:27:21.933 --> 00:27:24.354
Someone might click the instant checkout button by mistake.
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It could also go to the wrong address.
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This would require an expensive return process.
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00:27:30.458 --> 00:27:31.819
They were right about those risks.
359
00:27:32.419 --> 00:27:33.759
There is less accuracy.
360
00:27:33.979 --> 00:27:35.140
There is room for error.
361
00:27:35.720 --> 00:27:37.080
So why did Amazon do this?
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00:27:37.941 --> 00:27:43.583
Amazon added one-click purchasing after seeing a 70% cart abandonment rate.
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00:27:44.243 --> 00:27:49.485
This meant that only 30% of customers who added items to their cart finished buying them.
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00:27:50.145 --> 00:27:51.026
Does this sound familiar?
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00:27:51.646 --> 00:27:54.087
Only 30% of your customers accept your estimates.
366
00:27:54.947 --> 00:27:56.287
What was Amazon's solution?
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00:27:56.828 --> 00:27:58.888
Remove steps from the checkout process.
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00:27:59.368 --> 00:28:07.851
They replaced the steps of clicking add to cart, going to the cart, checking out, entering payment information, and confirming the shipping address.
369
00:28:08.391 --> 00:28:10.952
Now it's all done with the click of one button.
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Tired of customers ignoring your estimates?
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00:28:14.203 --> 00:28:15.744
Offer them instant pricing.
372
00:28:16.264 --> 00:28:18.646
This way, they can accept quotes right away.
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No phone calls or meetings required.
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00:28:22.168 --> 00:28:26.470
Most home service businesses avoid instant pricing because they fear inaccuracy.
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00:28:27.090 --> 00:28:28.031
Let's address that myth.
376
00:28:28.791 --> 00:28:30.972
Check price accuracy in a distribution.
377
00:28:31.813 --> 00:28:35.335
Some jobs get priced too high, and you earn more than expected.
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00:28:36.035 --> 00:28:38.998
On other jobs, you charge too little and you lose money.
379
00:28:39.518 --> 00:28:41.460
But on average, pricing falls in the middle.
380
00:28:42.461 --> 00:28:46.905
In-person quotes tend to be the most accurate since you've seen all the variables.
381
00:28:47.605 --> 00:28:50.528
Over-the-phone estimates are somewhat less accurate.
382
00:28:51.989 --> 00:28:55.952
Website instant pricing shows the widest distribution of accuracy.
383
00:28:56.654 --> 00:28:57.295
But here's the key.
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Average across all these methods still land in the middle of the distribution.
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00:29:02.900 --> 00:29:07.103
Sometimes customers with small properties accept your mid-sized price.
386
00:29:07.744 --> 00:29:10.867
You might have charged less if you had seen it in person first.
387
00:29:11.587 --> 00:29:14.890
They're glad to pay more because you fixed their problem right away.
388
00:29:15.311 --> 00:29:18.734
They didn't have to meet five strangers at their homes to get quotes.
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00:29:19.334 --> 00:29:22.757
They value speed and convenience over saving a few dollars.
390
00:29:23.518 --> 00:29:27.980
If you provide recurring services, you might need to change your pricing after the first visit.
391
00:29:28.541 --> 00:29:30.441
That is the worst-case scenario.
392
00:29:31.022 --> 00:29:36.845
At Augusta, we accept the pricing for 99% of mowing instant quote submissions from our website.
393
00:29:37.405 --> 00:29:40.867
Sometimes, customers choose the wrong size property for their pricing.
394
00:29:41.147 --> 00:29:47.210
For the rare 1% that is far below our accurate price, we increase the price after the first service.
395
00:29:47.970 --> 00:29:53.433
Better yet, offer great service for three to six months, build trust, and then increase the price.
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00:29:53.993 --> 00:29:58.956
When you deliver quality work, most customers will stay with you despite a price increase.
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00:29:59.836 --> 00:30:03.778
When implementing instant pricing, don't focus on tracking lead count.
398
00:30:04.298 --> 00:30:06.900
Instead, track the number of accepted jobs.
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00:30:07.680 --> 00:30:10.744
Lead count may drop, but your close ratio will rise.
400
00:30:11.204 --> 00:30:14.188
This means more real customers and higher revenue.
401
00:30:14.869 --> 00:30:18.593
All tire kickers get filtered out by the instant pricing system.
402
00:30:19.254 --> 00:30:24.620
People who think we can mow their lawn for $10 often give up when they see the real prices.
403
00:30:25.201 --> 00:30:26.422
We don't waste our time on them.
404
00:30:27.083 --> 00:30:31.265
Customers who click accept and give payment details are serious buyers.
405
00:30:31.645 --> 00:30:33.226
Your close ratio skyrockets.
406
00:30:33.747 --> 00:30:37.168
Once you have their credit card info, most people will go ahead with the job.
407
00:30:38.069 --> 00:30:40.550
Instant pricing eliminates administrative time.
408
00:30:41.110 --> 00:30:45.473
No answering phones, no scheduling estimators, no driving around properties.
409
00:30:45.953 --> 00:30:47.734
Your website works around the clock.
410
00:30:48.274 --> 00:30:51.096
Customers can check prices and book services anytime.
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00:30:51.516 --> 00:30:53.197
Without needing help from office staff.
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00:30:53.897 --> 00:30:56.999
These office and overhead costs vanish from your business model.
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00:30:57.760 --> 00:31:02.863
At Augusta Lawn Care, we continue to add instant pricing for more and more services on our website.
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00:31:03.444 --> 00:31:08.927
My goal is that 75% of all estimates at my locations will use instant pricing.
415
00:31:09.628 --> 00:31:14.351
I don't want my estimators or general managers to waste time on in-person estimates.
416
00:31:14.891 --> 00:31:16.573
They cost a lot in overhead.
417
00:31:17.353 --> 00:31:21.777
This approach tackles our more and better cure for seasonality head-on.
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00:31:22.437 --> 00:31:27.341
To get more accepted jobs, we use ads that lead to our instant pricing forms.
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00:31:28.082 --> 00:31:32.445
These forms are available all day, every day, even on weekends and holidays.
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00:31:33.106 --> 00:31:38.570
The instant pricing brings in better accepted jobs, customers who are willing to pay a premium price,
421
00:31:39.558 --> 00:31:42.119
In the 2010s, home services changed.
422
00:31:42.860 --> 00:31:46.681
Home service professionals started accepting credit cards and building websites.
423
00:31:47.342 --> 00:31:48.842
This set them apart from amateurs.
424
00:31:49.743 --> 00:31:52.644
In the U.S., there are over 600,000 landscapers.
425
00:31:53.325 --> 00:31:58.547
Most growth and profits go to the top 5-10% who use these technologies.
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00:31:59.387 --> 00:32:06.191
In the 2020s, offering pricing over the phone and online will distinguish industry pros from amateurs.
427
00:32:07.078 --> 00:32:10.380
Businesses that provide quick pricing and checkout will lead the market.
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In the 2030s, AI and robotics will make this fragmented industry more concentrated.
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You can install instant pricing on your website at three levels.
430
00:32:20.866 --> 00:32:23.667
The easiest way is to add a price range to your form.
431
00:32:24.488 --> 00:32:28.130
This helps customers know what to expect before they submit a request.
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00:32:28.970 --> 00:32:32.135
A better method lets customers see specific prices.
433
00:32:32.755 --> 00:32:33.857
They can accept the estimate.
434
00:32:34.318 --> 00:32:36.581
This means less need for extra communication.
435
00:32:37.182 --> 00:32:41.568
The best method, though harder to set up, collects payment info at checkout.
436
00:32:42.088 --> 00:32:43.210
This secures the customer.
437
00:32:44.131 --> 00:32:49.214
To give you some peace of mind, include a few lines of fine print at the bottom of your web form.
438
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Keep it short.
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00:32:50.755 --> 00:32:52.216
Three sentences at most.
440
00:32:52.876 --> 00:32:57.399
Something like price is subject to change after the first visit gives you flexibility.
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00:32:58.059 --> 00:33:02.541
At Augusta, we adjust prices for fewer than 1% of our instant pricing customers.
442
00:33:03.122 --> 00:33:07.484
We focus on providing great service and make price changes later if needed.
443
00:33:08.365 --> 00:33:11.627
What if instant pricing seems impossible for your specific business?
444
00:33:12.427 --> 00:33:15.611
Focus on improving your follow-up process for pending estimates.
445
00:33:16.332 --> 00:33:18.695
Consistent follow-up will increase your close ratio.
446
00:33:18.955 --> 00:33:21.759
This means more estimates turn into accepted jobs.
447
00:33:22.459 --> 00:33:28.787
If you get half the leads in the off-season, but double your close ratio, you'll still have the same number of new customers.
448
00:33:29.588 --> 00:33:35.253
Our study found that making three follow-up phone calls boosted close ratio at Augusta Lawn Care.
449
00:33:35.753 --> 00:33:42.058
The close ratio increased from 34% to 67% when we made three follow-up phone calls.
450
00:33:42.759 --> 00:33:43.419
But be careful.
451
00:33:44.000 --> 00:33:46.442
The quality of those follow-up phone calls matter.
452
00:33:47.245 --> 00:33:52.127
Weak follow-ups like just checking in or do you have any questions won't work.
453
00:33:52.847 --> 00:33:54.788
Provide clear reasons for your call.
454
00:33:55.228 --> 00:33:56.688
Here are some reasons you can use.
455
00:33:57.789 --> 00:33:59.349
We have one last spot left.
456
00:34:00.470 --> 00:34:02.030
This service is a team favorite.
457
00:34:03.251 --> 00:34:05.532
We need before and after photos for our social media.
458
00:34:07.132 --> 00:34:08.953
Routes near you are filling up fast.
459
00:34:10.153 --> 00:34:14.135
We're six weeks booked out, but one spot has become available next Monday.
460
00:34:15.351 --> 00:34:21.753
Offering specific scheduling options or limited time promotions rates urgency and improves conversion rates.
461
00:34:22.473 --> 00:34:27.074
If you're a solo operator, introduce yourself as the estimator when you're meeting the client.
462
00:34:27.534 --> 00:34:28.995
Don't tell them you are the owner.
463
00:34:29.695 --> 00:34:31.255
Personalize your follow-up approach.
464
00:34:31.795 --> 00:34:37.997
When calling about a pending estimate, say something like, Hey, Mr. Jones, I really want to get that job done for you.
465
00:34:38.477 --> 00:34:40.998
I know your daughter's prom is coming up next Thursday.
466
00:34:41.618 --> 00:34:47.801
We're booked out several weeks, but if you want to move forward with a job, I'm going to clear my schedule and do it myself.
467
00:34:49.081 --> 00:34:52.402
This creates urgency and shows your personal commitment to their project.
468
00:34:52.903 --> 00:34:53.763
They've already met you.
469
00:34:53.943 --> 00:34:54.563
They trust you.
470
00:34:54.883 --> 00:34:57.985
This is a tried and true way to double your close ratio.
471
00:34:58.945 --> 00:35:04.708
Changing how you follow up on estimates allows you to sell more jobs when leads decrease.
472
00:35:05.348 --> 00:35:07.689
But can we do better follow-up than phone calls?
473
00:35:08.588 --> 00:35:13.211
At Augusta, we developed a tiered follow-up system based on how far we're booked out.
474
00:35:13.911 --> 00:35:18.093
When we're four plus weeks booked, we send the estimate via email and text.
475
00:35:18.614 --> 00:35:21.995
When we are three weeks booked out, we also do follow-up phone calls.
476
00:35:22.696 --> 00:35:27.919
When we are two weeks booked out, we also send personal selfie videos to the customer to follow up.
477
00:35:28.639 --> 00:35:33.301
When we have just one week of bookings, we also make a video breaking down the quote.
478
00:35:33.781 --> 00:35:35.762
We use screen recording software for this.
479
00:35:36.482 --> 00:35:42.384
In the video, we explain the quote on screen and look at their property using Google Street View.
480
00:35:43.044 --> 00:35:47.346
These personalized approaches take more time but increase conversion rates.
481
00:35:48.026 --> 00:35:52.828
When you have free time during slow periods, put more effort into each potential customer.
482
00:35:53.488 --> 00:35:57.330
Create your own four-stage follow-up strategy in your workbook on page 13.
483
00:35:58.390 --> 00:36:01.971
Design an approach that adapts based on your current backlog of work.
484
00:36:02.591 --> 00:36:09.072
In the busy spring season, with a packed schedule for six months, you won't need to spend much time following up on each estimate.
485
00:36:09.572 --> 00:36:12.073
Many clients will decline because of the long wait.
486
00:36:12.693 --> 00:36:18.514
But during winter, when you're only booking a day or two in advance, make sure to follow up like your life depends on it.
487
00:36:19.134 --> 00:36:19.574
It does.
488
00:36:20.434 --> 00:36:25.015
As I like to say, when you're fishing in a barrel during the spring rush, you don't need bait.
489
00:36:25.495 --> 00:36:26.575
You only need a net.
490
00:36:27.135 --> 00:36:32.416
But during the slow season, treat every lead as gold and follow up with absolute diligence.
491
00:36:33.497 --> 00:36:38.278
Sending selfie videos to new customers and pending leads is a powerful technique.
492
00:36:38.658 --> 00:36:44.759
Take out your phone, record a quick personal message, compress it in an email app, and send it to the customer.
493
00:36:45.519 --> 00:36:49.000
This reactivates the estimates sitting in pending status.
494
00:36:49.760 --> 00:36:50.761
You might think you're too busy.
495
00:36:51.262 --> 00:36:53.984
But remember, these customers put food on your table.
496
00:36:54.505 --> 00:36:56.647
You can record these videos on your commute home.
497
00:36:57.127 --> 00:37:01.852
Take 10 to 15 minutes, connect with new customers and leads you haven't converted yet.
498
00:37:02.673 --> 00:37:04.655
Set up automations in your software system.
499
00:37:05.175 --> 00:37:09.540
This way, you'll get notifications for each estimate sent or accepted.
500
00:37:10.060 --> 00:37:12.302
This will include new leads and new customers.
501
00:37:13.003 --> 00:37:19.047
I do this for dozens of new customers every day using Zapier and Copiat CRM automations.
502
00:37:19.728 --> 00:37:22.190
I get emails every Monday, Wednesday, and Friday morning.
503
00:37:22.730 --> 00:37:24.391
They remind me to make these videos.
504
00:37:24.832 --> 00:37:26.353
The automations trigger these.
505
00:37:27.093 --> 00:37:30.316
I spend 10 to 15 minutes daily on these personal connections.
506
00:37:30.836 --> 00:37:32.297
It has increased my conversion rate.
507
00:37:32.697 --> 00:37:34.339
It hasn't cost me a dollar.
508
00:37:35.039 --> 00:37:38.261
So how does more and better work at our second cure?
509
00:37:38.802 --> 00:37:44.006
We sell more with off-season ads, but our customer acquisition costs go up.
510
00:37:44.546 --> 00:37:51.692
Profits on the work are low, but we sell better by upselling and increasing customer lifetime value.
511
00:37:52.312 --> 00:37:58.417
With higher lifetime value, we can justify acquiring customers despite higher customer acquisition costs.
512
00:37:59.217 --> 00:38:01.479
This creates a sustainable cycle.
513
00:38:02.100 --> 00:38:04.703
Higher lifetime value makes customers profitable.
514
00:38:05.003 --> 00:38:06.424
This lets us spend more on ads.
515
00:38:06.885 --> 00:38:10.288
Then we can generate more leads even in the slow seasons.
516
00:38:11.610 --> 00:38:16.475
Now let's look at a different industry, the story of a $3 million handyman business.
517
00:38:17.639 --> 00:38:19.921
Joey stood at the center of his empty warehouse.
518
00:38:20.381 --> 00:38:24.324
The weight of the past few months pressed down on him with great intensity.
519
00:38:25.004 --> 00:38:27.786
The early spring morning brought a gray drizzle.
520
00:38:28.487 --> 00:38:29.928
It matched his inner turmoil.
521
00:38:30.768 --> 00:38:35.091
Months ago, this place buzzed with tools and the chatter of 25 workers.
522
00:38:35.812 --> 00:38:40.175
Now, silence echoed with a painful resonance against the bare walls.
523
00:38:41.035 --> 00:38:43.877
Fix-It Handyman Services had grown to $3 million a year.
524
00:38:44.878 --> 00:38:47.840
a figure Joey once wore like a badge of honor.
525
00:38:48.680 --> 00:38:49.941
But numbers can mislead.
526
00:38:50.821 --> 00:38:55.944
Underneath the success was a shaky business, prone to distractions and seasonal downturns.
527
00:38:56.724 --> 00:39:01.086
The cracks began showing when a massive job went sideways, swallowing $200,000 in losses.
528
00:39:03.252 --> 00:39:05.093
Joey had a vivid memory of that day.
529
00:39:05.614 --> 00:39:08.336
It felt like a nightmare that kept replaying in his mind.
530
00:39:09.077 --> 00:39:15.141
He felt helpless as project delays piled up, contractors struggled, and customers became impatient.
531
00:39:16.082 --> 00:39:18.484
Every call about the job stabbed at his confidence.
532
00:39:19.224 --> 00:39:22.747
Each setback twisted anxiety in his gut.
533
00:39:22.767 --> 00:39:24.729
The $200,000 loss wasn't just money.
534
00:39:25.229 --> 00:39:29.632
It was his pride, his reputation, and the security of every employee who trusted him.
535
00:39:30.393 --> 00:39:34.577
When the final bill landed with gut-wrenching finality, he knew what he had to do.
536
00:39:35.358 --> 00:39:39.142
But firing 25 employees in one day wasn't a business decision.
537
00:39:39.702 --> 00:39:40.403
It was a human one.
538
00:39:41.224 --> 00:39:43.606
Some of these team members had been with him from the beginning.
539
00:39:44.607 --> 00:39:49.212
He built things with them, laughed together, celebrated wins, and endured long nights.
540
00:39:49.812 --> 00:39:52.395
Letting them go hurt more than any financial hit.
541
00:39:52.955 --> 00:39:56.836
telling them there were no more hours, jobs, or paychecks stung deeply.
542
00:39:57.736 --> 00:40:02.417
What made it worse was the humiliation of what had become of the company's finances.
543
00:40:03.218 --> 00:40:05.718
Rent to his landlord had gone unpaid for months.
544
00:40:06.458 --> 00:40:08.079
Joey kept an eye on his bank account.
545
00:40:08.879 --> 00:40:11.320
He hoped a deposit would come in before payday.
546
00:40:11.920 --> 00:40:12.720
His employees knew.
547
00:40:13.280 --> 00:40:17.441
There were times they wouldn't even cash their checks because they knew he didn't have the money.
548
00:40:18.221 --> 00:40:20.322
They believed him so much that they waited.
549
00:40:21.042 --> 00:40:23.642
That kind of loyalty only made the pain sharper.
550
00:40:24.663 --> 00:40:32.924
The bitter irony was that the business had seemed to flourish on the outside, but beneath that facade lay a dangerous reliance on seasonality.
551
00:40:33.524 --> 00:40:38.265
Winter months always arrived like a predator, reducing revenue to a thin trickle.
552
00:40:39.265 --> 00:40:43.166
Joey wanted to make ends meet, so he decided to start a retail side of the business.
553
00:40:43.686 --> 00:40:47.087
He started selling parts and materials to other handyman competitors.
554
00:40:47.767 --> 00:40:49.347
He believed this would bring stability.
555
00:40:49.987 --> 00:40:51.247
but it only spread him thinner.
556
00:40:52.008 --> 00:40:56.389
The retail operation became a distraction, pulling him away from the core service.
557
00:40:57.589 --> 00:41:00.930
When I got there to film the turnaround episode, Joey looked tired.
558
00:41:01.590 --> 00:41:04.051
His drive was still strong, but he seemed worn out.
559
00:41:04.711 --> 00:41:06.832
His confidence had taken blow after blow.
560
00:41:07.572 --> 00:41:09.852
As we dug deeper, we saw the real problem.
561
00:41:10.373 --> 00:41:12.093
The real problem was seasonality.
562
00:41:12.753 --> 00:41:15.414
It was the hidden force that drained his business each year.
563
00:41:16.214 --> 00:41:18.635
Together, we confronted this monster head on.
564
00:41:19.315 --> 00:41:21.679
We created a strategy to sell more and better.
565
00:41:22.119 --> 00:41:25.785
This includes warranties, guarantees, and lifetime inspections.
566
00:41:26.606 --> 00:41:31.012
These offerings will generate recurring revenue and allow for ongoing upselling.
567
00:41:31.693 --> 00:41:33.716
The idea appeared simple at first glance.
568
00:41:34.377 --> 00:41:43.119
If a customer chooses a $12,000 bathroom remodel over the $10,000 basic package, Fix-It Handyman will offer a lifetime warranty.
569
00:41:43.820 --> 00:41:46.920
This includes yearly inspections and maintenance checks.
570
00:41:47.701 --> 00:41:51.922
Every inspection visit lets us spot new possible work inside the house.
571
00:41:52.542 --> 00:41:55.503
These include upgrading the windows, doors, kitchens, and paint.
572
00:41:56.183 --> 00:41:59.386
Homeowners often need these but haven't prioritized them yet.
573
00:42:00.226 --> 00:42:02.628
Each inspection became a sales call.
574
00:42:03.249 --> 00:42:07.212
It happened organically and without pressure as the technician walked through the house.
575
00:42:07.732 --> 00:42:09.894
The light started to return to Joey's eyes.
576
00:42:10.635 --> 00:42:14.558
This strategy used the thousands of customer contacts already in his database.
577
00:42:15.238 --> 00:42:19.582
Each one was a potential source of recurring and upsold revenue.
578
00:42:20.502 --> 00:42:24.383
Joey shifted his focus from retail distractions to his service foundation.
579
00:42:25.184 --> 00:42:27.925
This change helped him find a sustainable path forward.
580
00:42:28.465 --> 00:42:32.046
His focus would be training his technicians on how to sell the warranty.
581
00:42:32.646 --> 00:42:39.509
Then, he would train his team on using the in-person warranty inspections as a way to sell more jobs.
582
00:42:40.129 --> 00:42:44.811
They would perform the inspections during the off-season when work was otherwise slow.
583
00:42:45.471 --> 00:42:48.432
This gave them the ability to drum up work on their own.
584
00:42:49.212 --> 00:42:52.614
This was a form of on-demand jobs they could create without delay.
585
00:42:53.374 --> 00:42:57.256
Every house they walked into for a warranty inspection led to more work.
586
00:42:58.036 --> 00:42:59.897
The real transformation wasn't financial.
587
00:43:00.438 --> 00:43:01.098
It was emotional.
588
00:43:01.638 --> 00:43:03.859
The weight lifted a small amount from Joey's chest.
589
00:43:04.520 --> 00:43:09.802
He could finally envision a stable, profitable off-season without chaos, without desperation.
590
00:43:10.583 --> 00:43:13.824
He saw the faces of his former employees and made himself a promise.
591
00:43:14.484 --> 00:43:15.505
Never again.
592
00:43:16.428 --> 00:43:19.891
Never again would he allow the off-season to put their jobs at risk.
593
00:43:20.711 --> 00:43:24.854
One job going south during the winter would not jeopardize everything he had built.
594
00:43:25.815 --> 00:43:30.418
As we wrapped filming, Joey walked me to my truck, standing taller and breathing deeper.
595
00:43:31.582 --> 00:43:35.827
I wish I had known this sooner, he said, small smile breaking through months of stress.
596
00:43:36.748 --> 00:43:40.132
The off-season nearly killed me, but now I think I finally get it.
597
00:43:40.573 --> 00:43:42.515
It's the real problem I wasn't addressing.
598
00:43:43.116 --> 00:43:44.678
We finished filming the turnaround show.
599
00:43:45.359 --> 00:43:48.302
The rain had stopped, leaving the pavement slick and glistening.
600
00:43:49.023 --> 00:43:50.324
Joey glanced at his warehouse.
601
00:43:51.065 --> 00:43:54.828
They had made mistakes, but now they had a stronger, smarter business.
602
00:43:55.489 --> 00:43:57.731
He aimed to sell more and sell better.
603
00:43:58.692 --> 00:44:03.076
Upselling became the mantra of technicians, managers, and admin staff.
604
00:44:03.656 --> 00:44:05.738
He aimed to cure his business of seasonitis.
605
00:44:06.398 --> 00:44:07.379
Never again.
606
00:44:08.320 --> 00:44:12.042
If you need help in your business like Joey from Fix It Handyman, I have a solution.
607
00:44:12.623 --> 00:44:14.544
I would like to come to your business for a day also.
608
00:44:15.104 --> 00:44:15.965
I will pay for everything.
609
00:44:16.345 --> 00:44:16.825
It is free.
610
00:44:17.225 --> 00:44:21.688
My team will record the coaching I do with your business and publish it online for others to learn from.
611
00:44:22.328 --> 00:44:28.031
If you are struggling, have debt, and cash is tight, apply at mikeandies.com slash turnaround.
612
00:44:28.632 --> 00:44:30.973
We'll make a six-week plan to help your business thrive.
613
00:44:31.513 --> 00:44:33.555
We'll set up systems and boost profits.
614
00:44:34.315 --> 00:44:40.465
If your revenue exceeds $1 million a year and you're very profitable, visit mikeandys.com slash breakthrough.
615
00:44:40.906 --> 00:44:43.670
We will create a plan to take your business to the next level of growth.
616
00:44:44.151 --> 00:44:45.653
I look forward to seeing you in person.
1
00:00:00.191 --> 00:00:08.013
Chapter 4, Sell More and Better Cure 2 is about improving upon what you are already doing.
2
00:00:08.634 --> 00:00:12.015
In later chapters, we will look at expanding your service offerings.
3
00:00:12.535 --> 00:00:18.076
The easiest and often quickest way to boost revenue is to improve your current business model.
4
00:00:19.097 --> 00:00:21.778
Sell more and sell better accepted jobs.
5
00:00:22.538 --> 00:00:24.378
Heads up, this chapter has a lot of math.
6
00:00:24.819 --> 00:00:25.419
Stick with me.
7
00:00:25.999 --> 00:00:29.140
Use the workbook and the charts to fill the math for your business.
8
00:00:29.740 --> 00:00:32.728
If you get lost on the math part, do not stress out.
9
00:00:33.310 --> 00:00:37.360
I will summarize the concepts and make them very applicable for your business.
10
00:00:38.609 --> 00:00:41.171
At Augusta Lawn Care, our gateway service is mowing.
11
00:00:41.872 --> 00:00:46.656
For Cure 2, selling mowing during the slower season is the key solution.
12
00:00:47.437 --> 00:00:51.600
This requires the climate and market to allow for year-round mowing.
13
00:00:52.281 --> 00:00:54.082
The grass may not grow as fast.
14
00:00:54.703 --> 00:00:57.625
Customers may not need a weekly mowing service.
15
00:00:58.346 --> 00:01:00.908
Customers change it to an every-other-week schedule.
16
00:01:01.468 --> 00:01:06.212
But it is possible to still sell the service despite a slowdown in demand.
17
00:01:06.973 --> 00:01:13.296
Before we get too ambitious, let's review a couple of simple strategies that can help you win the offseason.
18
00:01:13.957 --> 00:01:17.779
First, think about switching to level billing or a subscription model.
19
00:01:18.519 --> 00:01:20.680
Customers would pay the same amount each month.
20
00:01:21.040 --> 00:01:23.802
This approach solves the seasonal revenue problem.
21
00:01:24.402 --> 00:01:27.384
Level billing works well for services done all year.
22
00:01:28.084 --> 00:01:33.067
It's not as possible when service can't happen, like mowing grass in the snow.
23
00:01:33.767 --> 00:01:39.509
For Augusta, if you mow once or twice a month in winter, you can likely use level billing.
24
00:01:40.429 --> 00:01:42.610
Set a monthly fee for your recurring service.
25
00:01:43.050 --> 00:01:45.230
You can adjust visit frequency as needed.
26
00:01:46.050 --> 00:01:51.292
But for many markets, subscription models or level billing year-round don't work.
27
00:01:51.851 --> 00:01:52.151
Why?
28
00:01:52.691 --> 00:01:56.453
No competitors offer them, which adds friction to the sales process.
29
00:01:57.093 --> 00:02:00.995
It may require more complex contracts and signatures.
30
00:02:01.815 --> 00:02:05.136
If customers skip signing agreements, they might cancel service.
31
00:02:05.836 --> 00:02:10.578
This can happen during the months when you do the least work and earn most of your profit.
32
00:02:11.499 --> 00:02:14.360
Also, level billing doesn't raise your total revenue.
33
00:02:14.920 --> 00:02:20.102
It spreads the amount of money over 12 months instead of focusing it in your busy season.
34
00:02:21.042 --> 00:02:33.506
Level billing year-round contracts are great for cash flow during the off-season, but they can exasperate cash flow problems during the spring rush, especially if you're growing fast.
35
00:02:33.526 --> 00:02:33.606
Why?
36
00:02:34.086 --> 00:02:39.248
You're performing a ton of work but receiving less revenue than you should be at that time of year.
37
00:02:40.373 --> 00:02:43.854
Level billing distributes your revenue in equal amounts throughout the year.
38
00:02:44.435 --> 00:02:47.056
This helps you earn more profit when business is slow.
39
00:02:47.616 --> 00:02:53.578
But during the busy season, you're performing more jobs and doing more work for the same monthly revenue.
40
00:02:54.378 --> 00:02:57.300
Also, this approach doesn't work for one-time jobs.
41
00:02:57.940 --> 00:03:00.501
Recurring work aligns well with recurring payments.
42
00:03:01.141 --> 00:03:05.683
But it's tough to persuade someone to subscribe to recurring payments for a one-time project.
43
00:03:06.443 --> 00:03:11.726
You can use another easy strategy by selling jobs that you don't need to do right away.
44
00:03:12.387 --> 00:03:14.768
Then schedule them for the off-season.
45
00:03:15.588 --> 00:03:17.910
I call these time-insensitive jobs.
46
00:03:18.630 --> 00:03:22.392
You can move these jobs a few months into the future without any issues.
47
00:03:23.113 --> 00:03:28.156
During Spring Rush, priority goes to time-sensitive and recurring jobs.
48
00:03:28.976 --> 00:03:33.379
Time-sensitive means that if you wait three to four weeks, the opportunity is gone.
49
00:03:34.240 --> 00:03:36.402
Mowing is a time-sensitive job.
50
00:03:37.022 --> 00:03:41.806
If the grass keeps growing and you don't act fast, the customer might hire someone else.
51
00:03:42.647 --> 00:03:46.189
Mowing is also recurring, which makes it even more valuable.
52
00:03:46.970 --> 00:03:51.754
You can schedule time-insensitive and one-time jobs for the off-season.
53
00:03:52.713 --> 00:03:58.836
If you're building a paver patio, you might get that lead at the same time as a spring rush mowing request.
54
00:03:59.656 --> 00:04:03.078
Focus on the time-sensitive recurring mowing job first.
55
00:04:03.798 --> 00:04:07.239
Then, plan the paver patio for a few months from now.
56
00:04:08.020 --> 00:04:12.742
This helps level out your workload and fill your off-season with profitable work.
57
00:04:13.968 --> 00:04:17.870
All the leads come pouring in during the spring rush at the same time.
58
00:04:18.751 --> 00:04:23.934
One-time jobs, recurring jobs, time-sensitive jobs, time-insensitive jobs.
59
00:04:24.574 --> 00:04:29.497
I do not recommend using a first-come, first-served scheduling method.
60
00:04:30.077 --> 00:04:32.759
It will lead to seasonal revenue patterns each year.
61
00:04:33.459 --> 00:04:38.402
Instead, focus on recurring and time-sensitive jobs during your busy season.
62
00:04:39.182 --> 00:04:43.543
Schedule one-time and time insensitive projects for your slower months.
63
00:04:44.444 --> 00:04:49.005
With this strategic scheduling, you will see a revenue boost in the off-season.
64
00:04:49.865 --> 00:04:55.487
This method cuts down on the number of trucks, workers, and equipment needed during the spring rush.
65
00:04:56.107 --> 00:05:03.630
By delaying some jobs, you won't have to increase your labor and asset capacity as much to serve the new customers.
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The total annual revenue doesn't change, but better scheduling means better asset and employee utilization.
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You might need only 10 employees during the busy season instead of 12.
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Instead of keeping two employees in the offseason, you can keep five or six.
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This is possible because you move those one-time projects to the slow season.
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This approach also reduces burnout.
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Entrepreneurs are less likely to quit when revenue changes are not as dramatic.
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Business A uses first-come, first-served scheduling.
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They earn $5,000 per month in the off-season.
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They earn $100,000 a month during the busy season.
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That is a 20x difference in revenue between the seasons.
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Wild revenue fluctuations.
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This is tough.
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Business A has seasonitis.
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Business B earns $40,000 per month in the off-season.
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They earn $70,000 a month during the busy season.
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They push one-time jobs and time insensitive projects out into the off-season.
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Business B's revenue still fluctuates, but its operations are easier now.
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The difference between slow and busy seasons is less than a 2x in monthly revenue.
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You might be thinking, there's no way I can do level billing.
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I lack enough time insensitive projects to fill my off season.
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What then?
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This is where cure two for seasonitis comes into play.
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Getting more and better accepted jobs.
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Let me share my experience.
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During my first few off-seasons at Augusta Lawn Care, I burned $70,000 to $100,000 in the winter.
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We did many inefficient tasks to keep the crew busy.
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I was afraid my crew would leave if I didn't give them 40 hours of work each week, despite not having any incoming leads.
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I would bake cookies at home and deliver them to property managers for commercial jobs.
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We would pressure wash our mowing customers' driveway to keep the crew preoccupied.
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00:07:13.032 --> 00:07:17.477
We'd reorganize the shop space and sharpen equipment blades again and again.
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00:07:18.490 --> 00:07:23.715
I was wasting all my profits in the past nine months during those three off-season months.
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I spent them on pointless tasks to keep my crew busy.
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I would have been better off spending $500 per day on advertising.
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That's $45,000 over 90 days.
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If this advertising had kept my crew busy with real work, I could have broken even.
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That would have been better than spending $70,000 to $100,000 on pointless tasks.
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We can solve Q4 collapse by advertising more and getting more customers.
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But how much do you need to spend?
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Let's find out how much you need to spend on advertising to fix your Q4 collapse.
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First, we need to find the revenue gap.
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How much more revenue we need to generate to solve Q4 collapse?
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Look back at page two of your workbook.
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Subtract your lowest revenue quarter, the Q4 collapse, from the median of your other three quarters.
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This calculation gives you the revenue gap you need to fill.
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Next, we need to determine how many more accepted jobs we need to fill this gap.
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Take your revenue gap and divide it by your average job value during Q4.
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For one-time jobs, like paver patios costing $10,000 each, the math to find the average job value is simple.
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For recurring work, you'll need to calculate the total value across your Q4 period.
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For example, if you charge $50 per mowing service twice a month or three months, your average job value would be $300.
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High-value, one-time jobs can provide a significant boost to your revenue.
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This may fill the revenue gap faster than recurring work.
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Keep this in mind when planning off-season services.
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Here are the equations.
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Median revenue of Q1 through Q3 minus the lowest revenue quarter, or Q4.
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This equals your revenue gap.
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Revenue Gap divided by Average Job Value in Q4 equals Number of Jobs Needed.
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00:09:32.100 --> 00:09:36.241
Now that we know how many jobs we need, we must determine our marketing budget.
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00:09:36.902 --> 00:09:39.923
What will it cost in advertising to generate these jobs?
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00:09:40.783 --> 00:09:45.445
First, estimate an achievable customer acquisition cost for your off-season.
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Be conservative.
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If you don't know this figure, a good rule of thumb is to multiply your busy season acquisition cost by two to five times.
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For example, if you spend $40 to get a customer in spring, expect to pay about $200 per customer in winter.
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The cost for clicks and leads go up a lot in the off-season.
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This is because fewer people want your services then.
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Fewer people are searching for your services.
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That's why it's called the off-season.
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This equation tells you how much you need to spend on advertising to solve your Q4 collapse.
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Your marketing budget for Q4 equals number of jobs needed multiplied by your customer acquisition cost.
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We need to complete the equation to see if Q2 fixes our seasonality issue.
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In this case, increased marketing spend achieves more accepted jobs.
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You will use a set amount, your marketing budget, to earn more money, your revenue gap from page 10 of the workbook.
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This will yield extra profit, your jackpot from page four of the workbook.
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After completing this calculation, the question becomes, is it worth it?
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You might find that the numbers don't make sense.
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It could be that your customer acquisition cost is too high during the off-season, or there's little demand for your services.
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This could mean you'll have to invest a lot in advertising to earn even a small amount of revenue.
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Your equation may show that spending $400 to acquire customer only brings in $600 of added revenue.
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This isn't a wise financial decision.
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It is not a good deal.
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I would agree with you.
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This approach wouldn't solve your Q4 collapse.
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But you could spend more on acquiring customers if you raise their lifetime value.
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Lifetime value shows the total revenue a customer brings during their time with their business.
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It includes all purchases, not just the first one.
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This could span three, four, five years, or even longer.
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The business with the highest lifetime value can spend more to acquire leads.
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This is especially true for the few available leads that come in during the off-season.
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Spending $400 to gain a customer with a $600 lifetime value doesn't make sense.
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That's 66% of their worth spent on advertising to them.
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00:12:13.977 --> 00:12:21.061
But spending $400 on ads for a customer with a $5,000 lifetime value could be a smart investment.
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The company with the highest lifetime value can spend more to get customers and still make a profit.
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These businesses gain market share because they can buy customers when others cannot.
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Most business owners focus on lowering their customer acquisition costs.
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We try to save $5 or $10 per lead.
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We should focus on boosting lifetime value.
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This lets us pay more to acquire new customers.
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My customers are worth $9,000 over their lifetime.
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My competitors' customers generate only $600 in lifetime value.
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This means I can spend more on advertising and still make a profit.
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When leads are scarce during the off-season, I can still afford to buy them.
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The question becomes, how do we increase lifetime value?
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Is there a way to increase how much money we can make from each customer?
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This leads us to the second part of cure two of more and better.
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We've talked about getting more accepted jobs through advertising, but
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Now let's focus on making each job better by upselling customers to make them more valuable to us.
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Most business owners think they have a leads problem.
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If only I could get more customers.
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The question becomes, do we have a lead problem or an upselling problem?
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Do we not know how to turn a $600 customer into a $5,000 customer?
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Upselling is when someone offers you an upgrade.
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This means selling a better version of a product you've bought or are considering.
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Consider the Ford F-150.
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The same basic truck has models ranging from $38,000 to over $70,000.
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You have the basic XL, then the XLT, the Lariat, the King Ranch, and the Raptor.
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These different models allow Ford to upsell customers on the F-150 lineup.
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Upselling is when you sell a pricier version of a product the customer already has or is about to buy.
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After I pick my truck model at a Ford dealership, I can choose an extended service warranty.
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This warranty covers either 30, 100, or 1,000 components with premium care.
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I'm upgrading the level and quality of my initial truck purchase.
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The same principle applies to your estimates in your home service business.
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With software like Copi at CRM, you can suggest optional items on estimates.
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This helps customers see upgrade options and boost your revenue from each sale.
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If I want a 27-inch TV and the salesperson suggests a 40-inch TV or an extended warranty, that's an upsell.
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When booking airline tickets, you find options like basic economy, main cabin, and first class.
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They all go to the same destination, but offer different experiences and pricing.
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On that same flight, you'll see many upsells.
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These include luggage fees, priority boarding, seat selection, Wi-Fi, snacks, and club access.
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Upselling better services and options turns a $200 airline customer into a $1,600 one.
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There are 11 options or upgrades to increase customer lifetime value.
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On page 11 of the workbook, you'll find a list to help identify which ones might work for your business.
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The first way to boost customer lifetime value is to give discounts for increasing frequency.
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For example, if you clean a house monthly, can you offer a discount to switch to a weekly service?
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Instead of charging $150 per month, you might charge $80 per week.
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This increases the annual customer value, or ACV, from $1,800 to $4,160.
200
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Yes, you offer them a discount that reduced the cleaning price by almost 50%.
201
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but you also increase the service frequency a lot.
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Equation, price per visit multiplied by the number of visits per year equals annual customer value, or ACV.
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To find the lifetime value, divide the annual customer value by your annual turn rate.
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Annual turn rate is the percentage of recurring customers who leave each year.
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Equation, annual customer value divided by annual turn rate equals lifetime value.
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Let's do the math.
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If the annual turn for this cleaning service is 33%, the lifetime value goes up from $5,400 to $12,480.
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Switching from monthly to weekly service causes this change, even with the discount.
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How do I know?
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The annual customer value for monthly service is $150 per visit multiplied by 12 visits per year.
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That equals $1,800 annual customer value.
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With a 33% annual turn rate, customers stay on average of three years, making their lifetime value $1,800 multiplied by three equals $5,400.
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When I increase the frequency to weekly, the annual value becomes $80 per visit multiplied by 52 visits per year.
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That's $4,160 in annual customer value.
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Using the same churn rate, the lifetime value jumps to $4,160 multiplied by three equals $12,480.
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I've more than doubled the lifetime value without changing my core service.
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Who do you think can afford to spend the most on marketing?
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The business that earns $5,400 per customer or the one that earns $12,480 per customer?
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The second way to increase lifetime value through upgrades is to sell supplements.
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You might say, I don't sell whole supplements.
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I sell home services.
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In this context, supplements are products that customers must use on a regular basis.
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They get used up or dissolve.
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For example, treatments for lawns, odor enhancers for carpets, or chemicals for pools.
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These small add-ons upgrade the service experience and increase customer value.
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The third approach is to increase the quality of the products you use.
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The type of mulch you use can increase the value of a landscape job.
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Upgrading quality can turn a $10 yard of mulch into a $100 yard of mulch.
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To a painter, the paint quality matters.
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Upgrading quality can turn a $50 gallon of paint into a $500 gallon of paint.
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The fourth strategy is to sell tiered service packages.
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Good, better, best.
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Don't give customers one option.
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Give them a cheaper alternative.
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Give them the option they asked for.
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Then give them a premium option they might surprise you by selecting.
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For example, with irrigation services, you can offer basic installation.
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This would be your good option.
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Your better option might be installation plus a maintenance plan.
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Your best package could include installation and maintenance.
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It could also include a lifetime warranty on all equipment and pipes.
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If anything breaks, you do all repairs at no extra cost.
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These tiered packages can turn a $10,000 irrigation job into a $20,000 sale.
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You offer five years of maintenance and a 10-year warranty against any issues.
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The fifth strategy is to bundle services.
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For example, offer mowing, weeding, and bush trimming together.
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Bundling services with a small discount can help you offer three times more to each customer.
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This boosts their lifetime value and reduces churn.
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You solve more of their problems.
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The sixth approach is to sell optional services on every existing quote.
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If someone requests a fall cleanup, why not offer an optional spring cleanup on the same estimate?
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They're not going to wake up after the winter and decide to start cleaning up their property.
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Sell the service they asked for today, but also give them the option for future services.
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If they ask for weeding services, offer most installation.
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With modern software, it takes seconds to add these options to your estimate.
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The seventh strategy is to set up a bonus program for your technicians.
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This way, they will seek ways to boost customer lifetime value.
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Technicians can use tools like Copay at CRM to send a text or email upsell offer to customers.
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The technician can do this while they are on the customer's property.
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They tap once when they see extra service needs.
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Your employee might be mowing the lawn and notice weeds in the flower beds.
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In seconds, they can provide a weeding upsell through text.
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If the customer accepts the upsell and books more work, the technician earns a bonus.
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We hand these bonuses out as cash at the next team meeting to reinforce this upsell-first culture.
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Also, consider selling follow-up services.
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Often, we see these as callbacks or customer service problems, but they are opportunities for growth.
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If you're painting someone's house, why not sell a 30-day touch-up visit as part of the package?
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If your crew misses something, customers do not get upset now.
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They know you will make a return visit.
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This way, you boost the value of the first sale and increase customer satisfaction.
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Selling limited time or lifetime warranties is another powerful approach.
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Sell a leak-free warranty if you are selling roofs.
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Sell a replacement warranty for plants you've installed if you're a landscaper.
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Offer a retreatment guarantee for pest control if the issue isn't fixed.
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All these can increase the lifetime value of the customer.
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Many customers will pay a higher price to completely solve their problem.
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They prefer to pay more for your guarantee than to risk having a bad outcome.
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The tenth strategy is to sell personalized recommendations through property inspections.
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Offer 21-point inspections and property reviews on an annual or quarterly basis.
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You're the expert.
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Customers often lack knowledge about plumbing, landscaping, trees, fencing, and most home services.
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Sell this expertise as a value-add option on every estimate.
283
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Finally, sell premium access to support.
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Many businesses provide support as a standard feature, but why not create a premium tier?
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Get 24-7 emergency response.
286
00:22:53.006 --> 00:22:54.747
Try our text concierge service.
287
00:22:55.607 --> 00:22:58.348
For a fee, receive services from specific technicians.
288
00:22:59.248 --> 00:23:01.429
We charged $230 to mow a lawn.
289
00:23:01.749 --> 00:23:03.530
It usually costs $45.
290
00:23:04.070 --> 00:23:07.212
They wanted one specific employee at one specific time.
291
00:23:07.872 --> 00:23:13.415
We sold access and support at five times the normal price, and they loved it.
292
00:23:13.955 --> 00:23:16.176
When can you promote these upsells to customers?
293
00:23:16.796 --> 00:23:19.378
You have many opportunities throughout the customer journey.
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00:23:19.878 --> 00:23:23.240
You can do this in person, on property inspections, or estimates.
295
00:23:23.920 --> 00:23:27.742
Walk the customer's property to spot service needs they may not see.
296
00:23:28.602 --> 00:23:30.683
Add upsell options in your estimate.
297
00:23:31.224 --> 00:23:35.946
Add upsell options in your website form, estimate template, or customer portal.
298
00:23:36.666 --> 00:23:39.408
The end of job walkthrough is a great time to upsell.
299
00:23:39.968 --> 00:23:42.490
They've seen your quality work and feel happy about hiring you.
300
00:23:42.770 --> 00:23:43.790
You solved their problem.
301
00:23:44.050 --> 00:23:45.551
You proved your value.
302
00:23:45.871 --> 00:23:47.712
This is a perfect point of activation.
303
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Sell them more.
304
00:23:50.094 --> 00:23:52.075
Don't do this if you hate making money.
305
00:23:53.193 --> 00:23:56.315
After customers leave five-star reviews, send them a promotion.
306
00:23:56.936 --> 00:24:01.519
If they leave a positive internal survey, reach out to suggest more services.
307
00:24:02.239 --> 00:24:05.622
Create milestone moments to reconnect and keep leads warm.
308
00:24:06.422 --> 00:24:11.546
Milestones can include customer anniversaries, finishing 10 service visits, or birthdays.
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00:24:12.166 --> 00:24:15.469
These milestones unlock special offers or discounts.
310
00:24:16.109 --> 00:24:17.091
Make up milestones.
311
00:24:17.591 --> 00:24:19.094
Celebrate National Donut Day.
312
00:24:19.555 --> 00:24:21.237
Create more selling opportunities.
313
00:24:21.518 --> 00:24:23.661
Create reasons to make an offer.
314
00:24:24.625 --> 00:24:29.088
On page 11 of the workbook, circle three upsell strategies you will use.
315
00:24:29.789 --> 00:24:31.650
These can help you boost your average ticket.
316
00:24:32.250 --> 00:24:34.712
This will increase the lifetime value of the customer.
317
00:24:35.433 --> 00:24:41.757
Choose the best time to introduce these upsells in your sales process before, during, or after the job.
318
00:24:42.338 --> 00:24:44.619
Digital, over the phone, or in person.
319
00:24:44.940 --> 00:24:45.620
Get specific.
320
00:24:46.120 --> 00:24:47.782
This will help you get the best results.
321
00:24:48.562 --> 00:24:52.085
Instant pricing has proven to be a significant asset for my business.
322
00:24:52.745 --> 00:24:57.208
At Augusta Lawn Care, we upsell customers after they submit an estimate form online.
323
00:24:57.929 --> 00:25:02.512
On every phone call, our command center agents make an offer to increase the job value.
324
00:25:03.172 --> 00:25:05.774
These changes brought in millions in extra revenue.
325
00:25:06.535 --> 00:25:11.819
When customers have their payment info ready at checkout, it's a great time to suggest more services.
326
00:25:12.559 --> 00:25:18.244
Another way to sell more and better accepted jobs is to show your prices on your website.
327
00:25:18.764 --> 00:25:21.446
Allow customers to accept the estimate without delay.
328
00:25:22.067 --> 00:25:23.948
We call this instant pricing.
329
00:25:24.629 --> 00:25:28.252
Some owners worry that customers want to meet in person before buying.
330
00:25:29.052 --> 00:25:34.779
After I set up online checkout at my Anytime Fitness Gym, membership signups rose by 28%.
331
00:25:34.959 --> 00:25:39.285
This gave me the confidence to bring the same approach to home services.
332
00:25:39.946 --> 00:25:45.372
If the customer prefers to meet in person, add that option to your estimate request form online.
333
00:25:45.993 --> 00:25:50.794
we found that many customers prioritize prompt and effective solutions to their problems.
334
00:25:51.435 --> 00:25:53.995
They don't want to ask five contractors for bids.
335
00:25:54.575 --> 00:25:57.296
They don't want to have to take time to meet with estimators.
336
00:25:57.736 --> 00:25:59.777
They don't want to have to wait a week to get prices.
337
00:26:00.297 --> 00:26:03.278
They want to solve their problems as soon as possible.
338
00:26:04.058 --> 00:26:07.879
Yes, price-sensitive customers will check your rates against competitors.
339
00:26:08.500 --> 00:26:10.400
But these customers aren't your ideal clients.
340
00:26:11.001 --> 00:26:16.083
Your best customers value their time and pay for solutions delivered without delay.
341
00:26:16.803 --> 00:26:22.305
Research shows that 70% of homeowners accept the very first estimate they receive.
342
00:26:23.005 --> 00:26:27.907
They recognize professionalism in business with efficient systems that respect their time.
343
00:26:28.687 --> 00:26:31.007
Make it easy for these ideal customers to commit.
344
00:26:31.488 --> 00:26:33.588
Make it easy for people to give you money.
345
00:26:34.388 --> 00:26:36.869
Once they've paid, they stop shopping around.
346
00:26:37.409 --> 00:26:42.690
Have you shown up to start a job only to discover that another company has already completed the work?
347
00:26:43.330 --> 00:26:48.031
This happens when customers agree in conversation but never complete a transaction.
348
00:26:48.571 --> 00:26:50.711
Secure your business with clear estimates.
349
00:26:51.131 --> 00:26:54.772
Use simple payment processes to strengthen the closed deal.
350
00:26:55.747 --> 00:27:01.552
Amazon sells billions of dollars worth of goods in a single day from people they've never met.
351
00:27:02.133 --> 00:27:05.315
You've likely received an Amazon package in the past week.
352
00:27:05.916 --> 00:27:10.660
This happens because they've streamlined the purchasing process, making it quick and simple.
353
00:27:11.080 --> 00:27:14.283
They even offer buy now with one click functionality.
354
00:27:15.309 --> 00:27:21.072
Some Amazon executive likely worried this feature might lead to more misplaced shipments and returns.
355
00:27:21.933 --> 00:27:24.354
Someone might click the instant checkout button by mistake.
356
00:27:24.815 --> 00:27:26.476
It could also go to the wrong address.
357
00:27:26.876 --> 00:27:29.437
This would require an expensive return process.
358
00:27:30.458 --> 00:27:31.819
They were right about those risks.
359
00:27:32.419 --> 00:27:33.759
There is less accuracy.
360
00:27:33.979 --> 00:27:35.140
There is room for error.
361
00:27:35.720 --> 00:27:37.080
So why did Amazon do this?
362
00:27:37.941 --> 00:27:43.583
Amazon added one-click purchasing after seeing a 70% cart abandonment rate.
363
00:27:44.243 --> 00:27:49.485
This meant that only 30% of customers who added items to their cart finished buying them.
364
00:27:50.145 --> 00:27:51.026
Does this sound familiar?
365
00:27:51.646 --> 00:27:54.087
Only 30% of your customers accept your estimates.
366
00:27:54.947 --> 00:27:56.287
What was Amazon's solution?
367
00:27:56.828 --> 00:27:58.888
Remove steps from the checkout process.
368
00:27:59.368 --> 00:28:07.851
They replaced the steps of clicking add to cart, going to the cart, checking out, entering payment information, and confirming the shipping address.
369
00:28:08.391 --> 00:28:10.952
Now it's all done with the click of one button.
370
00:28:11.942 --> 00:28:13.683
Tired of customers ignoring your estimates?
371
00:28:14.203 --> 00:28:15.744
Offer them instant pricing.
372
00:28:16.264 --> 00:28:18.646
This way, they can accept quotes right away.
373
00:28:19.086 --> 00:28:21.187
No phone calls or meetings required.
374
00:28:22.168 --> 00:28:26.470
Most home service businesses avoid instant pricing because they fear inaccuracy.
375
00:28:27.090 --> 00:28:28.031
Let's address that myth.
376
00:28:28.791 --> 00:28:30.972
Check price accuracy in a distribution.
377
00:28:31.813 --> 00:28:35.335
Some jobs get priced too high, and you earn more than expected.
378
00:28:36.035 --> 00:28:38.998
On other jobs, you charge too little and you lose money.
379
00:28:39.518 --> 00:28:41.460
But on average, pricing falls in the middle.
380
00:28:42.461 --> 00:28:46.905
In-person quotes tend to be the most accurate since you've seen all the variables.
381
00:28:47.605 --> 00:28:50.528
Over-the-phone estimates are somewhat less accurate.
382
00:28:51.989 --> 00:28:55.952
Website instant pricing shows the widest distribution of accuracy.
383
00:28:56.654 --> 00:28:57.295
But here's the key.
384
00:28:58.135 --> 00:29:02.099
Average across all these methods still land in the middle of the distribution.
385
00:29:02.900 --> 00:29:07.103
Sometimes customers with small properties accept your mid-sized price.
386
00:29:07.744 --> 00:29:10.867
You might have charged less if you had seen it in person first.
387
00:29:11.587 --> 00:29:14.890
They're glad to pay more because you fixed their problem right away.
388
00:29:15.311 --> 00:29:18.734
They didn't have to meet five strangers at their homes to get quotes.
389
00:29:19.334 --> 00:29:22.757
They value speed and convenience over saving a few dollars.
390
00:29:23.518 --> 00:29:27.980
If you provide recurring services, you might need to change your pricing after the first visit.
391
00:29:28.541 --> 00:29:30.441
That is the worst-case scenario.
392
00:29:31.022 --> 00:29:36.845
At Augusta, we accept the pricing for 99% of mowing instant quote submissions from our website.
393
00:29:37.405 --> 00:29:40.867
Sometimes, customers choose the wrong size property for their pricing.
394
00:29:41.147 --> 00:29:47.210
For the rare 1% that is far below our accurate price, we increase the price after the first service.
395
00:29:47.970 --> 00:29:53.433
Better yet, offer great service for three to six months, build trust, and then increase the price.
396
00:29:53.993 --> 00:29:58.956
When you deliver quality work, most customers will stay with you despite a price increase.
397
00:29:59.836 --> 00:30:03.778
When implementing instant pricing, don't focus on tracking lead count.
398
00:30:04.298 --> 00:30:06.900
Instead, track the number of accepted jobs.
399
00:30:07.680 --> 00:30:10.744
Lead count may drop, but your close ratio will rise.
400
00:30:11.204 --> 00:30:14.188
This means more real customers and higher revenue.
401
00:30:14.869 --> 00:30:18.593
All tire kickers get filtered out by the instant pricing system.
402
00:30:19.254 --> 00:30:24.620
People who think we can mow their lawn for $10 often give up when they see the real prices.
403
00:30:25.201 --> 00:30:26.422
We don't waste our time on them.
404
00:30:27.083 --> 00:30:31.265
Customers who click accept and give payment details are serious buyers.
405
00:30:31.645 --> 00:30:33.226
Your close ratio skyrockets.
406
00:30:33.747 --> 00:30:37.168
Once you have their credit card info, most people will go ahead with the job.
407
00:30:38.069 --> 00:30:40.550
Instant pricing eliminates administrative time.
408
00:30:41.110 --> 00:30:45.473
No answering phones, no scheduling estimators, no driving around properties.
409
00:30:45.953 --> 00:30:47.734
Your website works around the clock.
410
00:30:48.274 --> 00:30:51.096
Customers can check prices and book services anytime.
411
00:30:51.516 --> 00:30:53.197
Without needing help from office staff.
412
00:30:53.897 --> 00:30:56.999
These office and overhead costs vanish from your business model.
413
00:30:57.760 --> 00:31:02.863
At Augusta Lawn Care, we continue to add instant pricing for more and more services on our website.
414
00:31:03.444 --> 00:31:08.927
My goal is that 75% of all estimates at my locations will use instant pricing.
415
00:31:09.628 --> 00:31:14.351
I don't want my estimators or general managers to waste time on in-person estimates.
416
00:31:14.891 --> 00:31:16.573
They cost a lot in overhead.
417
00:31:17.353 --> 00:31:21.777
This approach tackles our more and better cure for seasonality head-on.
418
00:31:22.437 --> 00:31:27.341
To get more accepted jobs, we use ads that lead to our instant pricing forms.
419
00:31:28.082 --> 00:31:32.445
These forms are available all day, every day, even on weekends and holidays.
420
00:31:33.106 --> 00:31:38.570
The instant pricing brings in better accepted jobs, customers who are willing to pay a premium price,
421
00:31:39.558 --> 00:31:42.119
In the 2010s, home services changed.
422
00:31:42.860 --> 00:31:46.681
Home service professionals started accepting credit cards and building websites.
423
00:31:47.342 --> 00:31:48.842
This set them apart from amateurs.
424
00:31:49.743 --> 00:31:52.644
In the U.S., there are over 600,000 landscapers.
425
00:31:53.325 --> 00:31:58.547
Most growth and profits go to the top 5-10% who use these technologies.
426
00:31:59.387 --> 00:32:06.191
In the 2020s, offering pricing over the phone and online will distinguish industry pros from amateurs.
427
00:32:07.078 --> 00:32:10.380
Businesses that provide quick pricing and checkout will lead the market.
428
00:32:11.180 --> 00:32:16.323
In the 2030s, AI and robotics will make this fragmented industry more concentrated.
429
00:32:17.284 --> 00:32:20.285
You can install instant pricing on your website at three levels.
430
00:32:20.866 --> 00:32:23.667
The easiest way is to add a price range to your form.
431
00:32:24.488 --> 00:32:28.130
This helps customers know what to expect before they submit a request.
432
00:32:28.970 --> 00:32:32.135
A better method lets customers see specific prices.
433
00:32:32.755 --> 00:32:33.857
They can accept the estimate.
434
00:32:34.318 --> 00:32:36.581
This means less need for extra communication.
435
00:32:37.182 --> 00:32:41.568
The best method, though harder to set up, collects payment info at checkout.
436
00:32:42.088 --> 00:32:43.210
This secures the customer.
437
00:32:44.131 --> 00:32:49.214
To give you some peace of mind, include a few lines of fine print at the bottom of your web form.
438
00:32:49.714 --> 00:32:50.295
Keep it short.
439
00:32:50.755 --> 00:32:52.216
Three sentences at most.
440
00:32:52.876 --> 00:32:57.399
Something like price is subject to change after the first visit gives you flexibility.
441
00:32:58.059 --> 00:33:02.541
At Augusta, we adjust prices for fewer than 1% of our instant pricing customers.
442
00:33:03.122 --> 00:33:07.484
We focus on providing great service and make price changes later if needed.
443
00:33:08.365 --> 00:33:11.627
What if instant pricing seems impossible for your specific business?
444
00:33:12.427 --> 00:33:15.611
Focus on improving your follow-up process for pending estimates.
445
00:33:16.332 --> 00:33:18.695
Consistent follow-up will increase your close ratio.
446
00:33:18.955 --> 00:33:21.759
This means more estimates turn into accepted jobs.
447
00:33:22.459 --> 00:33:28.787
If you get half the leads in the off-season, but double your close ratio, you'll still have the same number of new customers.
448
00:33:29.588 --> 00:33:35.253
Our study found that making three follow-up phone calls boosted close ratio at Augusta Lawn Care.
449
00:33:35.753 --> 00:33:42.058
The close ratio increased from 34% to 67% when we made three follow-up phone calls.
450
00:33:42.759 --> 00:33:43.419
But be careful.
451
00:33:44.000 --> 00:33:46.442
The quality of those follow-up phone calls matter.
452
00:33:47.245 --> 00:33:52.127
Weak follow-ups like just checking in or do you have any questions won't work.
453
00:33:52.847 --> 00:33:54.788
Provide clear reasons for your call.
454
00:33:55.228 --> 00:33:56.688
Here are some reasons you can use.
455
00:33:57.789 --> 00:33:59.349
We have one last spot left.
456
00:34:00.470 --> 00:34:02.030
This service is a team favorite.
457
00:34:03.251 --> 00:34:05.532
We need before and after photos for our social media.
458
00:34:07.132 --> 00:34:08.953
Routes near you are filling up fast.
459
00:34:10.153 --> 00:34:14.135
We're six weeks booked out, but one spot has become available next Monday.
460
00:34:15.351 --> 00:34:21.753
Offering specific scheduling options or limited time promotions rates urgency and improves conversion rates.
461
00:34:22.473 --> 00:34:27.074
If you're a solo operator, introduce yourself as the estimator when you're meeting the client.
462
00:34:27.534 --> 00:34:28.995
Don't tell them you are the owner.
463
00:34:29.695 --> 00:34:31.255
Personalize your follow-up approach.
464
00:34:31.795 --> 00:34:37.997
When calling about a pending estimate, say something like, Hey, Mr. Jones, I really want to get that job done for you.
465
00:34:38.477 --> 00:34:40.998
I know your daughter's prom is coming up next Thursday.
466
00:34:41.618 --> 00:34:47.801
We're booked out several weeks, but if you want to move forward with a job, I'm going to clear my schedule and do it myself.
467
00:34:49.081 --> 00:34:52.402
This creates urgency and shows your personal commitment to their project.
468
00:34:52.903 --> 00:34:53.763
They've already met you.
469
00:34:53.943 --> 00:34:54.563
They trust you.
470
00:34:54.883 --> 00:34:57.985
This is a tried and true way to double your close ratio.
471
00:34:58.945 --> 00:35:04.708
Changing how you follow up on estimates allows you to sell more jobs when leads decrease.
472
00:35:05.348 --> 00:35:07.689
But can we do better follow-up than phone calls?
473
00:35:08.588 --> 00:35:13.211
At Augusta, we developed a tiered follow-up system based on how far we're booked out.
474
00:35:13.911 --> 00:35:18.093
When we're four plus weeks booked, we send the estimate via email and text.
475
00:35:18.614 --> 00:35:21.995
When we are three weeks booked out, we also do follow-up phone calls.
476
00:35:22.696 --> 00:35:27.919
When we are two weeks booked out, we also send personal selfie videos to the customer to follow up.
477
00:35:28.639 --> 00:35:33.301
When we have just one week of bookings, we also make a video breaking down the quote.
478
00:35:33.781 --> 00:35:35.762
We use screen recording software for this.
479
00:35:36.482 --> 00:35:42.384
In the video, we explain the quote on screen and look at their property using Google Street View.
480
00:35:43.044 --> 00:35:47.346
These personalized approaches take more time but increase conversion rates.
481
00:35:48.026 --> 00:35:52.828
When you have free time during slow periods, put more effort into each potential customer.
482
00:35:53.488 --> 00:35:57.330
Create your own four-stage follow-up strategy in your workbook on page 13.
483
00:35:58.390 --> 00:36:01.971
Design an approach that adapts based on your current backlog of work.
484
00:36:02.591 --> 00:36:09.072
In the busy spring season, with a packed schedule for six months, you won't need to spend much time following up on each estimate.
485
00:36:09.572 --> 00:36:12.073
Many clients will decline because of the long wait.
486
00:36:12.693 --> 00:36:18.514
But during winter, when you're only booking a day or two in advance, make sure to follow up like your life depends on it.
487
00:36:19.134 --> 00:36:19.574
It does.
488
00:36:20.434 --> 00:36:25.015
As I like to say, when you're fishing in a barrel during the spring rush, you don't need bait.
489
00:36:25.495 --> 00:36:26.575
You only need a net.
490
00:36:27.135 --> 00:36:32.416
But during the slow season, treat every lead as gold and follow up with absolute diligence.
491
00:36:33.497 --> 00:36:38.278
Sending selfie videos to new customers and pending leads is a powerful technique.
492
00:36:38.658 --> 00:36:44.759
Take out your phone, record a quick personal message, compress it in an email app, and send it to the customer.
493
00:36:45.519 --> 00:36:49.000
This reactivates the estimates sitting in pending status.
494
00:36:49.760 --> 00:36:50.761
You might think you're too busy.
495
00:36:51.262 --> 00:36:53.984
But remember, these customers put food on your table.
496
00:36:54.505 --> 00:36:56.647
You can record these videos on your commute home.
497
00:36:57.127 --> 00:37:01.852
Take 10 to 15 minutes, connect with new customers and leads you haven't converted yet.
498
00:37:02.673 --> 00:37:04.655
Set up automations in your software system.
499
00:37:05.175 --> 00:37:09.540
This way, you'll get notifications for each estimate sent or accepted.
500
00:37:10.060 --> 00:37:12.302
This will include new leads and new customers.
501
00:37:13.003 --> 00:37:19.047
I do this for dozens of new customers every day using Zapier and Copiat CRM automations.
502
00:37:19.728 --> 00:37:22.190
I get emails every Monday, Wednesday, and Friday morning.
503
00:37:22.730 --> 00:37:24.391
They remind me to make these videos.
504
00:37:24.832 --> 00:37:26.353
The automations trigger these.
505
00:37:27.093 --> 00:37:30.316
I spend 10 to 15 minutes daily on these personal connections.
506
00:37:30.836 --> 00:37:32.297
It has increased my conversion rate.
507
00:37:32.697 --> 00:37:34.339
It hasn't cost me a dollar.
508
00:37:35.039 --> 00:37:38.261
So how does more and better work at our second cure?
509
00:37:38.802 --> 00:37:44.006
We sell more with off-season ads, but our customer acquisition costs go up.
510
00:37:44.546 --> 00:37:51.692
Profits on the work are low, but we sell better by upselling and increasing customer lifetime value.
511
00:37:52.312 --> 00:37:58.417
With higher lifetime value, we can justify acquiring customers despite higher customer acquisition costs.
512
00:37:59.217 --> 00:38:01.479
This creates a sustainable cycle.
513
00:38:02.100 --> 00:38:04.703
Higher lifetime value makes customers profitable.
514
00:38:05.003 --> 00:38:06.424
This lets us spend more on ads.
515
00:38:06.885 --> 00:38:10.288
Then we can generate more leads even in the slow seasons.
516
00:38:11.610 --> 00:38:16.475
Now let's look at a different industry, the story of a $3 million handyman business.
517
00:38:17.639 --> 00:38:19.921
Joey stood at the center of his empty warehouse.
518
00:38:20.381 --> 00:38:24.324
The weight of the past few months pressed down on him with great intensity.
519
00:38:25.004 --> 00:38:27.786
The early spring morning brought a gray drizzle.
520
00:38:28.487 --> 00:38:29.928
It matched his inner turmoil.
521
00:38:30.768 --> 00:38:35.091
Months ago, this place buzzed with tools and the chatter of 25 workers.
522
00:38:35.812 --> 00:38:40.175
Now, silence echoed with a painful resonance against the bare walls.
523
00:38:41.035 --> 00:38:43.877
Fix-It Handyman Services had grown to $3 million a year.
524
00:38:44.878 --> 00:38:47.840
a figure Joey once wore like a badge of honor.
525
00:38:48.680 --> 00:38:49.941
But numbers can mislead.
526
00:38:50.821 --> 00:38:55.944
Underneath the success was a shaky business, prone to distractions and seasonal downturns.
527
00:38:56.724 --> 00:39:01.086
The cracks began showing when a massive job went sideways, swallowing $200,000 in losses.
528
00:39:03.252 --> 00:39:05.093
Joey had a vivid memory of that day.
529
00:39:05.614 --> 00:39:08.336
It felt like a nightmare that kept replaying in his mind.
530
00:39:09.077 --> 00:39:15.141
He felt helpless as project delays piled up, contractors struggled, and customers became impatient.
531
00:39:16.082 --> 00:39:18.484
Every call about the job stabbed at his confidence.
532
00:39:19.224 --> 00:39:22.747
Each setback twisted anxiety in his gut.
533
00:39:22.767 --> 00:39:24.729
The $200,000 loss wasn't just money.
534
00:39:25.229 --> 00:39:29.632
It was his pride, his reputation, and the security of every employee who trusted him.
535
00:39:30.393 --> 00:39:34.577
When the final bill landed with gut-wrenching finality, he knew what he had to do.
536
00:39:35.358 --> 00:39:39.142
But firing 25 employees in one day wasn't a business decision.
537
00:39:39.702 --> 00:39:40.403
It was a human one.
538
00:39:41.224 --> 00:39:43.606
Some of these team members had been with him from the beginning.
539
00:39:44.607 --> 00:39:49.212
He built things with them, laughed together, celebrated wins, and endured long nights.
540
00:39:49.812 --> 00:39:52.395
Letting them go hurt more than any financial hit.
541
00:39:52.955 --> 00:39:56.836
telling them there were no more hours, jobs, or paychecks stung deeply.
542
00:39:57.736 --> 00:40:02.417
What made it worse was the humiliation of what had become of the company's finances.
543
00:40:03.218 --> 00:40:05.718
Rent to his landlord had gone unpaid for months.
544
00:40:06.458 --> 00:40:08.079
Joey kept an eye on his bank account.
545
00:40:08.879 --> 00:40:11.320
He hoped a deposit would come in before payday.
546
00:40:11.920 --> 00:40:12.720
His employees knew.
547
00:40:13.280 --> 00:40:17.441
There were times they wouldn't even cash their checks because they knew he didn't have the money.
548
00:40:18.221 --> 00:40:20.322
They believed him so much that they waited.
549
00:40:21.042 --> 00:40:23.642
That kind of loyalty only made the pain sharper.
550
00:40:24.663 --> 00:40:32.924
The bitter irony was that the business had seemed to flourish on the outside, but beneath that facade lay a dangerous reliance on seasonality.
551
00:40:33.524 --> 00:40:38.265
Winter months always arrived like a predator, reducing revenue to a thin trickle.
552
00:40:39.265 --> 00:40:43.166
Joey wanted to make ends meet, so he decided to start a retail side of the business.
553
00:40:43.686 --> 00:40:47.087
He started selling parts and materials to other handyman competitors.
554
00:40:47.767 --> 00:40:49.347
He believed this would bring stability.
555
00:40:49.987 --> 00:40:51.247
but it only spread him thinner.
556
00:40:52.008 --> 00:40:56.389
The retail operation became a distraction, pulling him away from the core service.
557
00:40:57.589 --> 00:41:00.930
When I got there to film the turnaround episode, Joey looked tired.
558
00:41:01.590 --> 00:41:04.051
His drive was still strong, but he seemed worn out.
559
00:41:04.711 --> 00:41:06.832
His confidence had taken blow after blow.
560
00:41:07.572 --> 00:41:09.852
As we dug deeper, we saw the real problem.
561
00:41:10.373 --> 00:41:12.093
The real problem was seasonality.
562
00:41:12.753 --> 00:41:15.414
It was the hidden force that drained his business each year.
563
00:41:16.214 --> 00:41:18.635
Together, we confronted this monster head on.
564
00:41:19.315 --> 00:41:21.679
We created a strategy to sell more and better.
565
00:41:22.119 --> 00:41:25.785
This includes warranties, guarantees, and lifetime inspections.
566
00:41:26.606 --> 00:41:31.012
These offerings will generate recurring revenue and allow for ongoing upselling.
567
00:41:31.693 --> 00:41:33.716
The idea appeared simple at first glance.
568
00:41:34.377 --> 00:41:43.119
If a customer chooses a $12,000 bathroom remodel over the $10,000 basic package, Fix-It Handyman will offer a lifetime warranty.
569
00:41:43.820 --> 00:41:46.920
This includes yearly inspections and maintenance checks.
570
00:41:47.701 --> 00:41:51.922
Every inspection visit lets us spot new possible work inside the house.
571
00:41:52.542 --> 00:41:55.503
These include upgrading the windows, doors, kitchens, and paint.
572
00:41:56.183 --> 00:41:59.386
Homeowners often need these but haven't prioritized them yet.
573
00:42:00.226 --> 00:42:02.628
Each inspection became a sales call.
574
00:42:03.249 --> 00:42:07.212
It happened organically and without pressure as the technician walked through the house.
575
00:42:07.732 --> 00:42:09.894
The light started to return to Joey's eyes.
576
00:42:10.635 --> 00:42:14.558
This strategy used the thousands of customer contacts already in his database.
577
00:42:15.238 --> 00:42:19.582
Each one was a potential source of recurring and upsold revenue.
578
00:42:20.502 --> 00:42:24.383
Joey shifted his focus from retail distractions to his service foundation.
579
00:42:25.184 --> 00:42:27.925
This change helped him find a sustainable path forward.
580
00:42:28.465 --> 00:42:32.046
His focus would be training his technicians on how to sell the warranty.
581
00:42:32.646 --> 00:42:39.509
Then, he would train his team on using the in-person warranty inspections as a way to sell more jobs.
582
00:42:40.129 --> 00:42:44.811
They would perform the inspections during the off-season when work was otherwise slow.
583
00:42:45.471 --> 00:42:48.432
This gave them the ability to drum up work on their own.
584
00:42:49.212 --> 00:42:52.614
This was a form of on-demand jobs they could create without delay.
585
00:42:53.374 --> 00:42:57.256
Every house they walked into for a warranty inspection led to more work.
586
00:42:58.036 --> 00:42:59.897
The real transformation wasn't financial.
587
00:43:00.438 --> 00:43:01.098
It was emotional.
588
00:43:01.638 --> 00:43:03.859
The weight lifted a small amount from Joey's chest.
589
00:43:04.520 --> 00:43:09.802
He could finally envision a stable, profitable off-season without chaos, without desperation.
590
00:43:10.583 --> 00:43:13.824
He saw the faces of his former employees and made himself a promise.
591
00:43:14.484 --> 00:43:15.505
Never again.
592
00:43:16.428 --> 00:43:19.891
Never again would he allow the off-season to put their jobs at risk.
593
00:43:20.711 --> 00:43:24.854
One job going south during the winter would not jeopardize everything he had built.
594
00:43:25.815 --> 00:43:30.418
As we wrapped filming, Joey walked me to my truck, standing taller and breathing deeper.
595
00:43:31.582 --> 00:43:35.827
I wish I had known this sooner, he said, small smile breaking through months of stress.
596
00:43:36.748 --> 00:43:40.132
The off-season nearly killed me, but now I think I finally get it.
597
00:43:40.573 --> 00:43:42.515
It's the real problem I wasn't addressing.
598
00:43:43.116 --> 00:43:44.678
We finished filming the turnaround show.
599
00:43:45.359 --> 00:43:48.302
The rain had stopped, leaving the pavement slick and glistening.
600
00:43:49.023 --> 00:43:50.324
Joey glanced at his warehouse.
601
00:43:51.065 --> 00:43:54.828
They had made mistakes, but now they had a stronger, smarter business.
602
00:43:55.489 --> 00:43:57.731
He aimed to sell more and sell better.
603
00:43:58.692 --> 00:44:03.076
Upselling became the mantra of technicians, managers, and admin staff.
604
00:44:03.656 --> 00:44:05.738
He aimed to cure his business of seasonitis.
605
00:44:06.398 --> 00:44:07.379
Never again.
606
00:44:08.320 --> 00:44:12.042
If you need help in your business like Joey from Fix It Handyman, I have a solution.
607
00:44:12.623 --> 00:44:14.544
I would like to come to your business for a day also.
608
00:44:15.104 --> 00:44:15.965
I will pay for everything.
609
00:44:16.345 --> 00:44:16.825
It is free.
610
00:44:17.225 --> 00:44:21.688
My team will record the coaching I do with your business and publish it online for others to learn from.
611
00:44:22.328 --> 00:44:28.031
If you are struggling, have debt, and cash is tight, apply at mikeandies.com slash turnaround.
612
00:44:28.632 --> 00:44:30.973
We'll make a six-week plan to help your business thrive.
613
00:44:31.513 --> 00:44:33.555
We'll set up systems and boost profits.
614
00:44:34.315 --> 00:44:40.465
If your revenue exceeds $1 million a year and you're very profitable, visit mikeandys.com slash breakthrough.
615
00:44:40.906 --> 00:44:43.670
We will create a plan to take your business to the next level of growth.
616
00:44:44.151 --> 00:44:45.653
I look forward to seeing you in person.
