EE048 – Rob & Kennedy – Turn Feedback into Sales

Rob and Kennedy aren’t your typical entrepreneurs if such a thing exists. Sporting hairstyles that look like comic-book characters and backgrounds in psychology, hypnosis, and show-business – it’s hard to believe they’re serial entrepreneurs with an uncanny knack for building businesses with riotous email marketing.
Rob and Kennedy share how to create email marketing campaigns like those ‘choose your own adventure’ stories you loved as a kid.
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(All transcriptions are done using through a system of artificial intelligence and so on EVERY episode there are quite a few mistakes as AI is far from perfect when it comes to transcribing the human voice. However, it is a very time-consuming process to go through each transcript and correct all the errors. For quite a while I had the transcribed docs sitting on my hard drive in the belief that one day I would eventually get around to correcting all the errors and could then upload each transcript to the show notes for each episode. The reality is that isn’t gonna happen for quite a while as I simply do not have sufficient time to be able to do that. So please accept my apologies for the number of errors but I hope that these transcripts are in some way useful to you.)

Episode 48 – Rob & Kennedy – 20-08-2019.mp3

[00:00:00] Exceeding expectations. Episode 48.

[00:00:08] Welcome to the podcast where we aim to give you ideas to give your customers a fantastic experience where they’re so delighted we have work here. Review you just get the best reviews referral was recommendations and life just becomes a joy. If you do enjoy this week’s episode which is we have Rob and Kennedy a couple of marketing experts please do share the episode with people you know who you think may get particular value out of some of the some of the gems that you’re going to hear. Also why not leave a review for us on iTunes Stitcher or those other you know the other podcast platforms and you can join the facebook group exceeded expectations going there start a topic start conversation. Tell us about any guest you’d like to hear interviewed on this show and right now it is time for this week’s episode 48 with Rob and Kennedy. Here we are with another episode of exceeding expectations. And this week we have two guests, we have Rob and Kennedy. How you doing guys?

[00:01:18] Fantastic thank you so much Tony. It’s good to see you. And you’re up in sunny Newcastle. It is sunny I have my deckchair out and everything we can see it through the frosted windows. So where is it. Where is it. You two guys there. I’m Rob. I’m a comedy stage hypnotist. Have been for like the last 16 years travelling around all over the place performing a comedy Hypnosis Show. This is Kennedy. Hello. And he is a mind reader. Yeah I’m not going to talk about you in this old fashion.

[00:01:46] I don’t the third person as I said basically yeah I’m KENNEDY I’ve been doing this comedy. Mind reading thing at conferences and stuff around the world. It’s very nice for about 16 years as well and accidentally ended up basically I spent a lot of time really. Rob I spent a lot of time in departure lounges waiting to get on planes or in hotels once I got to a destination between shows because basically in this game you end up spending way more time preparing for shows waiting to do shows or recovering from shows than you actually do on stage sometimes you’ll travel for 20 hours to do an hour long show.

[00:02:17] Like there’s loads of sitting around.

[00:02:18] Yeah loads of that. So yeah lots of spare time. And we independently. We’ve been friends for quite a long time but we independently not knowing each other in this way. We actually started doing online marketing and a online businesses. And that’s kind of how all this sort of came together. We got quite good at the marketing bit.

[00:02:36] Yeah. And it was always just all about delivering the best service that we can in a way that’s quirky and cool and friendly and people sort of talk about that and that has a sort of viral effect. So that’s what we did really was to sort of build on the thing we were doing all the time you know onstage. Ultimately you are trading your time for money and we love doing that. It’s a passion. I can’t ever see a situation where either of us will stop doing that but we wanted to take what we did on stage and then leverage that in order to build an online business and that that eventually led on this path to where we are now.

[00:03:04] So was it when you were both doing your you know your individual sort of entertaining stuff that you’re doing were you extremely good marketers and that’s how this all came about.

[00:03:13] How did it. Yeah one of the toughest things I think for a lot of the detainees is even then it’s very crowded it’s like how do you sell something which are so commodities of this year they’re going to have you at that conference but next year they’re not going to book you again with how good you are because every year there is an expectation that you they’re going to have a different entertain us. You you’re on a constant treadmill of brand new lead generation and and the lifetime customer value is pretty much what you get on that first transaction. So I personally had to end up being pretty good at the marketing thing. Funny enough a lot of friends who were entertainers started coming to me and saying Hey how are you doing this. How are you so busy why. How are you doing. One hundred and fifty shows in incorporates a year and they ended up actually one of my make my actual online business was a coaching program and a membership website which helps other entertainers to build their businesses because most of us get in to do what we do because we love do what we do. We don’t get into it to become a marketer or to become a finance person or to be a lead generator or whatever it’s going to be. So that’s what I admire the passion is sharing that with other entertainers. So that’s how I saw I was from.

[00:04:25] Yeah I wasn’t a naturally particularly good marketer like what entertainers are. I enjoyed doing my show but I wasn’t particularly good at marketing. I stumbled into it because I realized that there’s this huge ability to package and sell information and the guy who trained me in hypnosis had loads of products that they used to sell on DVD. But obviously that’s loads and loads of worship and Acosta tropical sands on the other side of the world on DVD and VHS even before that. And so I saw an opportunity to take what he was doing and then practice some of these marketing skills I was starting to learn but actually it took loads of hard work to sort of see how that thing works. How do you write copy that’s compelling. How do you actually generate a sale. So for me it’s actually a lot of very hard work to get to that point and a lot of that’s around reputation.

[00:05:09] Like what are the things you have to do in entertainment is build up a really good really good reputation around people. That’s about really good above and beyond like the amount of entertainers I couldn’t believe don’t even mean all the things I’m obsessed with is after every gig I’ll. Write a handwritten card out and send out a card of funk saying hey thank you for thank you for booking me for that event or the cool thing. I use a thing called Touch Note which is an app for my my phone which means I take I take a selfie with the person who’s booked me when I’m at the event and then afterwards I’m away out in the event I can take that selfie and turn it into a postcard with a personalized note on the back and I get sent to them within like three days. And that kind of thing hasn’t been it costs almost nothing two or three create almost nothing. And the impact it has on people. And I’ve had referred gigs from that when people say Oh what’s that photo on your desk or what’s that photo on your on your mantelpiece or home of you and this weird guy who looks a bit like a Rhydian or Jedward. Then I’ve got I’ve actually had referrals from that so I think going above and beyond and doing that is a really great marketing technique anyway. Which I’m sure you and everybody else doesn’t listen to. This is already on Broadway.

[00:06:21] I mean I know the that the listeners to this probably on entertainers and looking for ways to grow their entertainment business. But I think there’s lessons to be pulled out of this. And I think there’s some simple things like for example those Lou rewind a few years and there were loads of entertainers who weeks of knew from our surveyors or knew of who were sort of positioning themselves as if they had like managers because they saw that as they were trying to sort of position themselves with celebrity branding where they were very distant you can’t get in touch with me. You’ll have to get in touch with their manager and the manager as they met Dave or it was them with an email address Armitage email address. Whereas actually I was used as you get in touch you’ll probably hear from one of us as part of the sales process of selling you our services because we’re the best at selling it because we know what we do better than they buy into you.

[00:07:02] Like if you’re suppose to be this person in this sort of castle that nobody can really get to. Well the truth is that’s not what people are hiring people these days the really great way of breaking through is to create the presence of people because we’re no longer in a world where we do be to be. I think this idea of B2B sales has kind of not really a thing anymore where now do an age to Asian and human to human communication. And if we can just do that by helping people out then then we end it with a better world and with better business better relationships and the value of those relationships will prove themselves.

[00:07:37] Have we gone anywhere near the answer to your question.

[00:07:39] I think you have and I’m one of the things I was thinking and you were just talking because the entertainment world is so competitive and it’s actually a world I know very well because I was in it for a number of years as I was a deejay and I did I was a deejay around a world for quite a long time. And it is so competitive. It’s probably has given you an advantage because you had to really as you say differentiate you differentiate yourself and stand out.

[00:08:05] Yeah absolutely yeah. I mean the only difference I had was the hair and if I could read people’s minds but how many other people could could do the hair differently or could other mind readers or other hypnotists like you do have to work that extra bit and go that extra mile and so before we were talking about some of the stuff that you do now and your approach in marketing and then a slightly different way and you also creating your own software for example tell us more about that. Yes. So what’s really interesting is we believe that marketing is really about I mean marketing very simply is understanding what people want or getting them to figure out what they want and then say we might have a solution for you and then sales comes along and says the solution we have something you really want and you should buy it now. And what happens for a lot of people is they go around and they try and figure out and they struggle the most with trying to figure out who are the people who need my help and do and which version of my help or how do I package up the way that I help people and the way it’s most accessible to you. So for example if I help people to know do somebody get new leads. If I was a marketing coach which I’m not but if I was a marketing coach I could deliver that service in many different ways I could do that as a one to one coaching program and that would be suitable for some people. Some people might love that. I would hate that. I’m not really into them. Whereas some people might like to receive that as a video training and they could do it at their own pace. That’s great. Some people might have a higher budget or a lower budget. Some people might wanna do that now might wanna do a letter. And by understanding all these questions in a way that helps you identify the best route for that person the best medium for this person and all those sorts of things we can actually do better relationship building with them and we can also like say the how do you want to learn this when do you want to learn this and give him the best route for them. The big problem in marketing and there’s that old saying isn’t that like marketers break everything is what they say. We come along we get Facebook it’s built for social media what happened. Everybody ploughs in that and before three weeks after Facebook was born that was like 62 marketers with a course about make a million quid on on Facebook. That’s the way it works out. Pinterest happens with absolutely everything. And what that means is usually it ends with what we call Blanket marketing where everybody sends out blanket messages saying hey I want to buy this thing. Hey do you want to buy this thing. And for 99 percent of the people who are receiving that message the answer is No I don’t know. Thanks a lot. It’s not for me.

[00:10:30] Which is why conversion rates are what people consider to be industry average. If you actually take a step back and you go what. Ninety three percent of people who land on my sales page are choosing not to buy the thing. When you look at that’s actually really bad but it’s because of you know making.

[00:10:44] But these numbers that we hear all the time are considered average even though they’re actually if an alien came down from a foreign planet and have a look at it it wouldn’t it wouldn’t seem like you know all Sandy in Paradise what it would look like everything was all a bit weird and a little bit like that.

[00:10:56] That number seems very low to me which is why we came this idea of responsibly by actually saying you know why don’t we run surveys which have the ability to connect with marketing systems which we feel already exist. Turns out they don’t. So we had a. Create well that’s how we built the business response suite. And why don’t we create on that our service will connect with our marketing systems like infusion soft and all that sort of a weather and all those good things that people use to actually inform the marketing and take people down to almost Choose Your Own Adventure story of marketing you know there’s all those books are used to get goose bumps when I was a kid I used to flip to the pay for the book and it would say if you think the little boy turned left turn to page 27 I think you turned right turn to page 42 and they would choose their own adventure. Look at the way that we look the way we consume television now.

[00:11:42] Yeah. I mean with Netflix you know every somebody will ring you and say oh you know your dad would ring you and say Oh did you Did you watch that thing on BBC the other day. The answer most of the time is is no because you’re going to watch the program you want to watch when you want to watch it whether that’s on Netflix or on a player on when you’re on these on demand services which means that regular television cable satellite television around the world is struggling to keep up with this on demand from Japan. But it’s on demand TV thing. And so I think that’s really really important that we create the ability for people to navigate their way through our marketing in a way that makes most sense to them because that’s gonna give them a better experience and it’s going to help to make you more money with much less friction and resistance.

[00:12:22] People say that getting open open rates on e-mail is like they’re getting lower and lower and lower and people don’t open e-mail anymore which is the only reason we don’t open e-mails is because we’re receiving irrelevant emails. If you’re sending me an email every single day about how I can make my hair better or why why I want to go and see so X Y Z musical in the West End next I mean I mean London or Sydney I’m genuinely interested in I’m never going to unsubscribe I’m never going to open your email if you’re giving me valuable content whereas my expectation as a person as soon as I get on your mailing list is you’re probably going to send me a load of rubbish that I’m not interested in.

[00:12:57] So how how do you do it differently. I say so someone signs up is a crime review now and then they use to as you say to 93 percent of people that don’t don’t respond to the missing one was it you do definitely for them.

[00:13:11] So before I tell you what we do differently I think the first thing is to take a step back and say well how can somebody how can you know if you don’t have a software platform a survey thing. How do you take this in place. The first question is we force ourselves to always ask the question what else could this look like. So for example you might say well somebody lands on your Web site. They scroll down their site think it sounds great. They click the order button they put their credit card details in. They hit the button and then it logs them into the record. That’s how software works and therefore that’s what this will do. So the first thing you do is you take a step back and say well is that how that has to happen or is there a different way of doing it. Let’s imagine that this never happened before and we were inventing it. What would happen now sometimes you’ll go. No that’s absolutely the best way it can be done we’ve explored all possible avenues that they’ve been doing that the right way. Let’s stick with that. But sometimes you’ll stop and think or why is that the case why wouldn’t it be more efficient for everyone involved or least for the customer maybe not for us but definitely for the customer if we did it this way. So what did that lead us to. Well

[00:14:06] it led us to looking at other software platforms where they might charge not specifically survey platforms but the software in general where they might charge you two thousand dollars as a sort of what’s become friendly known as the kickstart fee which is basically some time for someone on their team to sit down with you on a call and help to build stuff. And we thought well at the minute like we would like we prefer to know our customers individually and know what they do. So rather than being Customer 3 4 9 7 9 we’d like to kind of know a bit more about their business as founders of the company. So actually that’s just make sure we speak to every customer who wants it you know if some customers don’t want it that’s fine. But let’s speak to every customer who wants us to on a call and help them to build this out because they’re going to get better results if the thing because we’ve designed the software with an intention and with a purpose. And therefore after running hundreds of thousands of servers we know what works and what doesn’t work we know what’s going to get them the best results. After spending 16 years in doing email marketing we know what’s going to work in conjunction with the survey and what’s not. So we want to. We want to help them to do that so they get the best results. So it would be crazy to try and charge that to them or sell it to them as an extra. Because fundamentally we want them to hang around we want to have our experience we want them to know to use the software in the most effective way possible.

[00:15:18] And of course by doing those meetings they also just go above and beyond there. We get to understand our customers better so we can start predicting where our customer is going to go next. What they’re going to need what can we be developing because we develop the whole thing right here in the north east of England. So our team are right here so we can make those adjustments in real time where somebody was them sitting down with somebody across the table building a campaign and then we can go. Wouldn’t it be good if it did this. And then within the next month or couple of weeks or couple of days depending on the thing it can be doing that so we can actually move towards the customers and give them. We don’t have it and we don’t charge our customers for for us to go. I actually could really do with you in this and we go OK. Well how do we add that to development plan. We don’t now start say people. Right. Well we charge you extra for that. We need to charge extra for that in general of course. If it’s truly bespoke you know we can look at bespoke plans but if we know that it’s gonna be of use to other customers that’s included too we think that’s really important as we go for it.

[00:16:16] I suppose it comes from a place if we look at it we take a step back and say what is our job within response rate. What is it that we are actually supposed to be doing well we’re not coders like we don’t know anything about the tax side of it. So our job isn’t to code it.

[00:16:27] We have a developer who does that stuff greenhouse so we say How is yours and mine. Yeah yours and mine in-house obviously we have a developer mining Kennedy’s personal kind of expertise is not in that. Likewise we’d like to hire people who are smarter and better. Most of the stuff we can do. So we hired grace to take on the role of all of our content marketing stuff because that’s her bag and she did a great job on Shauna is making waves of that stuff. Exactly. So. And you know equally our job isn’t customer support. We’re not going to sit and answer people’s questions and that’s we have to because again that’s not what we’re best at. We’re not trained to customer support so we don’t hire people who are better at those individual business. So apart from putting the kettle on and making cups of tea and making the staff feel good and making sure everyone gets paid and the office is there and all the rest of it what is our job as the founders of the company as the directors of the company just to look gorgeous. Well it’s not that sadly our job basically is to make sure in my opinion that our customers have the best possible experience that their everything works really really well for them. So what is there any better any better use of our time than to sit on a call and actually help other customers do the thing we created the software platform for. I think the big thing for me in that is just don’t do it Poppy. Don’t put yourself on a pedestal at any point as the entrepreneur and the founder and try and put too much distance between you and the customers there has to be proven in place and that has to be some level of communication channel. But at the same time like Just don’t be afraid to talk to your customers and help them to implement the thing because they’re going to hang around way longer.

[00:17:52] Shall I answer this question now. Well that was one of the. Shall I basically in terms of how response helps people do that and how it actually goes above and beyond shall we talk about them if you want. All right. So what was your question again today. Shall we go back.

[00:18:10] So I think you’re asking what do we do in response read to give our customers of our experience. I think. Yeah yeah OK. Exactly. Yeah. We build everything out with every customer is our very first starting point. As long as they want that which most customers do there’s a handful who are just like that. They log in and buy buy buy before we’ve even seen the sales come in. They’ve created their first serve and they’re off but for the most part we will try our very very best to get in fact in the last few days we had a customer join who lives a seven minute walk away from our office. It turned out and they got in touch and we said well listen just come in and we’re gonna do it all in the office tomorrow. So I think that’s that’s that’s you know the next step is we just as soon as we find out we’ve got a customer who lives seven minutes away I mean come in if you want to travel for a few hours you know feel free to come into the office. Yes I suppose for me it’s all about us. Yeah like like I said there’s a long way of saying I was building out their campaigns and what type of clients.

[00:19:01] You can with busy like very small companies or is a mixture of big and small in any particular industries.

[00:19:07] So we don’t go after enterprise level because we found the buying cycle the buying process is something that none of us in the business right now are experienced in so let’s not go in there and look foolish or more foolish than we already do.

[00:19:18] KENNEDY I’ve never had a job so we’ve never worked in a company so we don’t know what purchase orders are like. It’s just not a world that we are from. So I’ve never seen a peak in 25.

[00:19:27] Although I feel I might be seeing one soon. So yeah I mean for us I’ve got the question my brain just absolutely fried that.

[00:19:36] So the kind of business we’re going after Naresh the price for that reason. But at the same time not not like tiny tiny start micro haven’t made the first sale business as you either. Just because in order to get the best value of what we do and again it’s just a case of sitting back and say OK great what do we actually do and who can we help the people we can really help our people who already have customers and they want to turn those customers into more customers. So what does that really mean. Well in order to really over deliver to customers to art to our customers they need to have customers already otherwise they’re not going to get there. They’re going to struggle. So we just want to go after people who’ve got a decent business. So they’re sort of on the cusp of the started they’ve already started micro and it’s what they supposedly turn over about 100 grand.

[00:20:16] They sort of got a solid base. They know what they’re doing they’re not still running around a little bit of a fad of course. I had to pay the bills on my goodness let me know what to do what my policy have still developing. So my goodness my goodness. Then I’ll go OK. I’m doing well. What I need is some better systems.

[00:20:30] Yeah I need to turn the customers I’ve got into repeat customers or into referrals and where generally do people find out about your lovely podcast hosted by handsome people.

[00:20:42] Most that and yeah I mean I feel the ethicist is probably one of our big drivers right now our affiliate Vikram is speaking on stages at events around the world that we keep getting invited to do. We have our own podcast three marketers walk into a podcast we get traction from that. It’s very much about it’s about having a real marketing mix for us so it’s about lots of different channels and we have a lot actually. We really look at the numbers. We have a lot of referred works so people telling their friends their colleagues hey why not using this why using this thing instead. Because a lot of people are running surveys because we all know we should be running servers in our business to get feedback but when we say to them or when we’re able to get in front of them and say Hey what you doing with that data once you collect it and they kind of go Oh nothing. So I look at it every now and again. Oh right. What could you be doing with it and what’s the value of being able to action or automatically trigger something to happen in your marketing systems with that the mood of realization when their eyes pop out of their heads and they go oh goodness I could be doing something with that is that is where is really surprising really exciting for us so that moment is ready. It is very interesting. So yeah a lot of referrals a lot of. Personal relationships. We do face to face selling a little bit.

[00:21:57] We even started doing drumroll local business networking and it’s actually really enjoyable and a massive thing that has really helped us actually is going to like expos exhibiting at expos and trade shows and going to local business networking events is what happens is I’ve we found out about objections from customers that we would never have known about had they just landed on our sales page. We know we know our customers pretty well and we know the service very well and we know the software we know what it’s what it delivers. But actually when somebody lands on our sales page and you know this scroll down and they have a read in the scroll back up and we use hot java to like record every every visitors session. So we kind of see what people are doing on a on a granular scale. People are kind of looking up and down the page but we can sort of see a bit we can’t really tell what why that we have so many leaves you can’t tell what was it they saw that that made them leave but we’re chatting to somebody face to face and they say oh well that sounds like it’s only for really really big businesses are case something I’ve said here has totally helped you to misunderstand what it is. Now we’re back to our marketing and so categories. And again I think that helps you to over deliver to people who are not customers yet as well in terms of really making sure they understand the point of why you’re there.

[00:23:07] What’s really interesting when we would think you know we’re talking about this show and coming on and my expectations is how expectations shift and move. And one of the things that’s interesting is to not just look at exceeding expectations in terms of going above and beyond but looking at what the expectations are of customers like oh this response We think sounds fantastic but it sounds like a lot of work. It sounds like we’ll have to write a load of emails or a load of landing page to send people to because once they fill in my survey I’m going to take them to a different thank you page to offer them the first thing. Based on what they said they wanted in the survey sounds like loads of work Kennedy or loads of work Rob. And by understanding that that’s why we said you know what this onboarding session during the 14 day free is critical to the success of going beyond the negative expectations somebody might have and overcoming that objection and saying you know what it is we understand that. And what we’ll do is we’ll give up our time and invest in you to make this happen and work with you. So when one of the big things people do comment on it’s lovely is they expect us when we build that campaign with them to only build the stuff that’s in response we help them build their survey. And so that integration and make it look pretty. No we don’t do that. We’ve been around e-mail marketing for a long time. So we are we know the ins and outs of a lot of the e-mail marketing systems for infusion software MailChimp but everything in between. So we actually dive into those systems with them and literally get the whole campaign set up. It’s not just about getting the so they end of it because we know that if they just get a server they set up and it’s not integrated in their business. Well that’s going to be tricky too for them. That’s another hurdle for them to get over that’s going to get in the way of them becoming successful and if they’re not successful and neither way. So it’s about that collaboration and making sure we go beyond just orbit and go actually into that business.

[00:24:56] And it’s easy to do it whatever it is that you’re doing your business is easy to just again take a step back and say OK great what are the other things that I can do that will help people to really understand how to get better. So for example in our case to follow on from what Kennedy said that means okay great how do we become really well versed in the other tools that people are likely to use in conjunction with response rate. So how do we become really well versed in infusions of a web Weber get response drip you know all of these email marketing platforms and CRM and stuff because then we can do a much better job in helping them understand that.

[00:25:26] So we’ve had customers who may have maybe signed up for like an infusion of account. OK. When you first get in that’s quite big. There’s lots of stuff and it’s everyone you have to work out what to do with it. So we’ve had a onboarding call for somebody who bought response we came on board wanted us to use it wanted to use it in conjunction with our infusions off to Guyam. But actually he didn’t really know what tags were or west of was or any of that stuff and we quite useful them because we can then give them a little bit of an extra thing. So like we spoke to an estate agent recently who’s joined responsibly and his thing is he wants to sell and buy houses for people. Great. But then beyond that when somebody is bought and sold he’s bought a house through him. He wants to then become an ongoing service provider so he said I want to make sure that when they go on holiday they give us a call and we’ll make sure that we send somebody round to whatever it which was going to be you know check on the security of the house or like he’s got much bigger ideas beyond what beyond just buying and selling a house. How can I deliver. So I think the easy question to ask yourself is what are the other things that I can become versed in. Whether that’s gardening or whether that’s e-mail marketing that’s going to help people with the thing that they’re purchasing from me. And that’s what we try to do with all of our stuff that’s kind of how you how you go that extra mile quite easily.

[00:26:32] And as far as I mean you mentioned a couple of times about surveys and most do you find that most people use surveys in the most effective way and are you you kind of coaching people in a new way to to make them use surveys much more efficiently or effectively.

[00:26:46] Yes as part of that onboarding session what we talk about is what are the questions you need to ask. We were actually you were interviewing for something just yesterday on a podcast on the podcast. And. The guy was asking about what about required questions vs. not required questions. And the end for me if you think the answer is not required you probably don’t need to ask the question. The reason that people don’t complete surveys and you don’t get the completion rates that you’re looking for is usually because there are too many questions or that and the types of questions you are asking are too difficult and require too much thought to complete. So we found an hour an hour and looking at all of our numbers in terms of what our customers are doing. As soon as you hit six questions in a survey you’ll completion rate is going to drop off a cliff. Now it’s not always a voice it’s not wasn’t a valuable situation. So you can’t always do it. You need to do within the six questions but if you can do so you really want to ask what did you think of what we just did. What did you think of the way it was delivered. What do you want learn in the future and then use that that piece of information about what they want to do in the future to now power your. Marketing of the next piece of the process.

[00:27:59] And what do you have any sort of an idea with type of client or an ideal industry that you work best month.

[00:28:06] I suppose it’s any one. And again because you always want to make sure that you you kind of pick the customer that you’re gonna be on to give the biggest value benefit too. So for us that’s somebody who has quite a broad range of products. So like they have they have quite like a broad. So for example if you let’s imagine we were talking to a printer the other day and the printer has on some printers have like 2000 product lines two thousand product lines and that’s a lot of things you get your face for it. So yeah. So he said So somebody comes in and they order some business cards and they do that because you’re the cheapest. Okay great. Because they were price holding on the Internet so they sign up and they get their business cards and everyone’s a winner. But at that point they now go off and the next time they need print which might be a day later it might be a month later it might be five years later they’re going to go about around the forgotten who you are and then they’ll be price price something for the people to get the cheapest source of fliers at the time that kind of thing. And so the problem with that is that the way that most businesses operate is they get in a customer and then that customer gets put into their daily weekly monthly hourly minute whatever newsletter that is kind of you know the award you’ve just won and it’s you know the new products and you’ve got a special offer on chairs this this week. And that’s really all it does. And so for us it’s any customer who has quite a broad product range it does have to be two thousand it could be three or four or five. They have a product range as opposed to I think that they deliver and they deliver in a different way to different people because the minute you get into that realm you’re now in it you’re now in a business where you can’t just get a big book of customers and just blanket broadcast to them all in exactly the same way.

[00:29:34] Well what are your both of your views on over delivering on exceeding expectations.

[00:29:40] It’s a terrible idea if you just go home. I think it is.

[00:29:44] It isn’t a thing that some businesses should do and they are going to just win the race like it’s essential. Like if you’re not going to if you’re not going to in fact we recently sort of redid our whole strategy piece of response we like our big picture five year vision and one of the big things we did as part of that was to say okay what are our values as a company. And three of them three of the values as a company were were related to in some respect over delivering an Expedia exceeding expectations. Every three of those things were all to do with how do we make sure every customer goes away and says Wow I had a I didn’t just have a great experience. I had a phenomenal remarkable truly remarkable experience.

[00:30:23] Are you a little story if that’s all right about when I first moved into the city centre of Newcastle and what it was like. Well that’s not my view but every time I move to any new place I like to try a lot of new houses I’m one of those people I can move all the time and find different apartments and different houses. And one of the first things I ever do Delano I move into a new city or new town is I have to try out all the local takeaway food and so I was hunting out for really good curry. So I looked through like whatever app I was using and I find this local curry place all of this curry and I order a chicken tikka masala and a key a non bread and that’s what I’m going to have. That’s great. So I order it for delivery an hour goes by does a knock at my door and there’s a guy there. He hands me this little bag and I give him my money I go inside open I look down inside the bag and I take out my chicken tikka masala I take it my chemo non bread and there’s a little box an extra little box little foil container in the bottom of the bag and it has handwritten on the top of it. The word surprise handwritten in red and the little smiley face I thought was cute isn’t it. Now open it up. And that was the very first time I had a chicken Pecora.

[00:31:33] The next time I ordered from that same place and I did the same thing at the same place again I ordered a chicken tikka masala Akeem a non bread and a portion of chicken Pecora an hour later the order that the guy knocked at my door I opened the bag and it’s got a chicken tikka masala and I take that out.

[00:31:52] It’s got a chemo number and take it out. It’s called Chicken core and I take it out as a little foil container with a handwritten note it says Surprise in red and a little smiley face. And that was the first time I tried an onion barging next Friday I call it the Indian takeaway and I ordered a chicken tikka masala. Are you serious. This is basically yeah. I didn’t even try another Indian takeaway place in my city ever. I increased how much I spend so I can’t value as a customer. It has increased and obviously my loyalty is right that you don’t feel bad about it at all. I don’t feel bad about it. I feel like this is great because they give me free stuff. I don’t feel like I was being sold to. So not only is my loyalty and I feel great about it like and I just thought this was like 10 years ago and I’m still talking about it. The only reason I don’t go there anymore it’s cause I live too far away to make it to make it and still have the whole food but also the commercial impact of that is immense and that my my order value increases and these days because of companies like Apple and others like that we expect people to go above and beyond and to have that additional level of service or.

[00:32:56] Experience that’s going to be dealt with a some is a great great example and he’s also really highlights the fact until kids are Brits because we’re talking about coaches if I was talking to Moroccans we’d never be talking about curries and talking about waffles waffles or tacos. They love the taco something. So anything goes. Before we finish what where if people want to find out more about you in response tweet and what you do where we would they go to we’ve actually put together a really cool special deal just for listeners of the podcast.

[00:33:27] So here’s how it works. The first thing you’re going to get is a 14 day free trial as a standard that’s what you get. But don’t just go to response re dot com and sign up because you’re not get the rest of it. And of course you are going to get this onboarding call we’ve talked about you know we’re going to jump on a call with you and help build the whole company if you want that. You’re welcome to say no but we’d like to talk to you and find out what you’re doing. So that’s the second bit on top of that we also have a four part training program we run called the survey marketing masterclass. And I guess it’s really eight different campaigns that you can use to use surveys because this is all about delivering a great customer experience for every customer that you’ve got but also doing it in a way that’s going to increase your sales and increase your customer lifetime value and stuff. So we want to give you that free. I think it was 487 dollars when we run it but we’re gonna include that for free when you get access to that just for taking the 14 day free trial. So yeah you get that but again it don’t go the response free dot com. Instead you want to go to response. Sweet deal dot com. That’s actually quite a response we feel like I’m forward slash exceeding response sweet deal dot com forward slash exceeding and that is where you will get that particular deal.

[00:34:34] Before we do go Tony I’ve got a little confession to make. Sounds ominous doesn’t it. So Robin I had a little second secret agenda during their session which we didn’t tell you about in advance and I’m wondering if either you or your listeners picked up on it we just kind of set ourselves like a little subconscious sort of theme for this episode. So we weren’t in a theme which has got nothing to do with surveys or actually the expectations of customers business or anything or anything like that. But there was a theme that we used to use as metaphors throughout this as we sprinkled it throughout. And anybody who can guess it will sort out some kind of cool prise. I don’t want it to be. Yet we just sort of made this up but tweet us at response tweet with what you think. That theme was.

[00:35:18] So for example if the theme was frogs we might have said oh and it made us hopping mad. It wasn’t frogs and we didn’t say hopping mad. But you got the idea of what we’re doing.

[00:35:25] Fair enough intrigue and receive what kind of responses to the guys where he’s been. It’s been a pleasure chatting with you and I’m I mean inside the software you’ve created sounds amazing what a platform you’ve created sounds amazing.

[00:35:38] Thank you. Yes sir. Best of luck with that for the future. I find I also like you. And just before we finish for sure you kind of touched upon your podcast his talent. Tell people it a bit more about your podcast work every single week weeks.

[00:35:52] Rob and I speak to another world class marketer and we interview them, play silly games with them, it’s not half as professional as this one. So if you want a professional this is the one for you. It’s called Three marketers Walk Into a Podcast.

[00:36:08] Fantastic. Okay guys well best of luck for the future and see you again sometime by stoning.

[00:36:19] Next week is episode 49 with Bill Cates who runs a company called referral coach dot com and he helps people create. Well just get lots more referrals essentially. He’s written three books talking all around those sorts of topics and he tells me he’s got some great ideas about how you’re able to get better referrals and also about writing books as well. He’s a he’s built and sold to publishing companies so he knows quite a lot about the publishing world. So that’s next week’s episode with Bill Cates. Hope you enjoyed this week’s show. Please do share it with people who you think may find it a value and hope you have a great week. See you next week.

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