Dan Martell - 5 Ways To Leverage Customers For Business Growth

00:00:00.000 Take the value, extract it from your customer, promote it in your marketing collateral so that

00:00:04.720 you can create fresh perspective and eyeballs and messages for your prospects to absorb.

00:00:23.200 Hey there, I'm Dan Martell, serial entrepreneur, investor and creator of SaaS Academy. In this

00:00:27.300 episode, I'm going to share with you how to extract the most value out of your customers.

00:00:31.500 If you're running a customer success process and you have a couple hundred customers, there's way

00:00:36.520 more you can be doing than just getting paid every month from your customers. You can be looking at

00:00:42.720 ways to collect testimonials, get them to contribute blog posts, speak at your events,

00:00:49.000 join your podcast, et cetera, et cetera. I'm going to share with you, there's literally 25 plus of

00:00:53.300 these. But be sure to stay at the end. We're going to tell you how to get access to my value

00:00:57.500 extraction templates. If you want to learn exactly how I seed the value extraction and the ask and

00:01:05.440 the process and how to shoot a testimonial video, I'm going to share with you the exact scripts and

00:01:10.560 templates at the end, how you can get access to that. Let's get into it. So one of my favorite

00:01:14.780 things to do is to teach customer success. I actually was recently invited by Tony Robbins,

00:01:19.260 CEO Dean Graziosi to help him kind of rethink through the mastermind.com product set and just

00:01:26.380 the strategy and vision for the impact of millions of people's lives they want to have. And one of

00:01:31.180 the concepts that I shared around building software was customer success. And the idea

00:01:37.260 of not only looking at getting new customers, getting them to pay, but trying to map out their

00:01:43.180 journey and getting them from, you know, let's say red, which is they just signed up for the product,

00:01:48.380 but they haven't used it to yellow which they use it a little bit but it's not become a habit yet

00:01:52.700 to green which means they happily pay for it every month to purple which is my favorite color

00:01:58.460 which is a place where they can now refer and become an ambassador of your product an advocate

00:02:06.300 for your product and i've done this in every one of my software companies over i think at this point

00:02:12.140 six different software companies i have dozens of customer success people that work for me today

00:02:17.740 and this process is the same one i've used to collect hundreds of testimonials get tons of

00:02:22.940 contribution to speaking on my stages to you know producing podcast interviews etc to really help

00:02:29.740 amplify not only the value you get from your clients but also to support their lives because

00:02:34.860 this is the fun part if you do this right it's a win-win for you and for the customers so let's

00:02:39.420 get into it number one is you gotta seed the request what do i mean by this and i learned

00:02:43.980 I learned this from my buddy Taki more, right?

00:02:45.780 So Taki talks about seeding the request,

00:02:47.700 meaning that in the early stages of a conversation,

00:02:51.540 it could be a sales conversation,

00:02:52.800 or even in a trial process,

00:02:54.880 you want to let the customer know that if we do these things,

00:02:59.100 you will be asked for X, right?

00:03:01.780 So oftentimes, if you're closing a deal with a customer

00:03:04.380 and you're making them sign a contract,

00:03:06.200 you want to put the request in the contract.

00:03:08.880 You actually want them to initial.

00:03:10.780 If we deliver these outcomes, initial,

00:03:13.380 you will provide a written testimonial

00:03:15.700 of the experience for us, right?

00:03:17.620 And the reason we wanna do that is because oftentimes,

00:03:20.160 and I've gotten in trouble with this in the past,

00:03:22.100 if you just use company's logos on your website

00:03:24.280 without permission, the legal team will come after you.

00:03:27.020 Not even the client knowing so,

00:03:29.060 the legal team's job is to go find people using their logo.

00:03:32.000 But then if you can show them the contract

00:03:33.400 that gets them the sign where they said they would do it,

00:03:35.540 then you're in the clear.

00:03:36.460 But seeding the request kind of says something like,

00:03:39.420 hey, we would rather be working with customers like you

00:03:42.700 and spending all our time trying to find new customers.

00:03:45.000 So like, you know, one of the requests you might see

00:03:47.620 is the referral.

00:03:48.500 So you might say something like,

00:03:49.920 and I'll give you the template in a sec.

00:03:51.840 You might say like,

00:03:53.740 instead of looking for new customers all the time,

00:03:55.600 we'd rather work with people like you.

00:03:56.800 So if we deliver these outcomes,

00:03:58.460 which we're confident we will,

00:03:59.600 you agree to refer to people that look just like you,

00:04:02.180 that you think we can help as well.

00:04:04.080 They give the little signature, they initial it,

00:04:07.040 and you're good to go.

00:04:07.880 And that's seeding their requests.

00:04:09.460 Most people don't do it

00:04:10.840 in the beginning of the relationship.

00:04:12.280 Number two is brag it up.

00:04:14.440 So what brag it up means is when somebody wins

00:04:19.240 in your product, okay, somebody might email support

00:04:21.520 and say, hey, I need to reset my password.

00:04:23.360 By the way, I just got this incredible result,

00:04:26.480 you know, using your product.

00:04:28.040 Or maybe you have a customer Facebook group

00:04:31.040 and somebody posts a win in the customer Facebook group.

00:04:34.080 What I love to do, and I teach and coach my clients

00:04:36.840 or my customer success team on is to amplify it,

00:04:40.360 Brag it up.

00:04:41.880 Message them, congratulations, tell me more about that.

00:04:45.040 Get them to relive the moment.

00:04:47.500 And then as they're reliving it, say,

00:04:49.340 hey, can I ask you a favor?

00:04:50.540 Yeah, sure, what's up?

00:04:51.880 Well, remember when we started working together,

00:04:53.780 you agreed to do this and they're like, oh yeah.

00:04:56.920 It's like, hey, well, I'd love to get a referral from you.

00:04:59.500 Is there two people that you know

00:05:01.140 that you think we can serve to help you get the same results?

00:05:04.500 And that's the whole point of the value extraction ladder

00:05:08.080 that I teach and I coach my SaaS clients on,

00:05:11.220 is understanding that there is an appropriate moment

00:05:14.100 in experience where asking makes so much sense

00:05:17.840 if you brag it up, if you ask them how they did it,

00:05:21.240 if you make it a moment and then go for the ask.

00:05:24.540 And that's the idea is to brag it up.

00:05:26.980 Number three is sequence the extraction.

00:05:29.160 So I mentioned the goal in customer success

00:05:31.580 is to go from like red, yellow, green, purple customers.

00:05:35.520 And you can think of it this way,

00:05:37.100 is the ask of the customer

00:05:40.560 is aligned with the value they've achieved.

00:05:43.340 So in the early days,

00:05:44.920 maybe you wanna go for something as simple

00:05:46.560 as a written testimonial.

00:05:48.440 Then as they move up and they get more wins,

00:05:50.740 maybe you wanna invite them to be on your podcast.

00:05:52.320 And then as they move up,

00:05:53.160 maybe you wanna invite them to do a video testimonial.

00:05:55.220 Maybe as they move up,

00:05:56.080 you might wanna ask them to be part of your ambassador team

00:05:58.660 or be a sales reference.

00:06:00.460 But there's all these different levels of extraction

00:06:04.340 that you can sequence and put on a ladder

00:06:07.420 so that you can teach your team.

00:06:09.020 It's not just one thing.

00:06:11.060 It's seven things over the next year,

00:06:13.540 and to the degree that you can collect those,

00:06:16.420 customer service manager, CSM,

00:06:19.340 is things I'm gonna comp you on.

00:06:20.980 I'm gonna pay you to get these things.

00:06:23.280 I'm going to reward this.

00:06:24.500 We're gonna create a leaderboard.

00:06:25.480 There's so many ways you can do this,

00:06:26.760 but the idea is you have to give them the sequence

00:06:29.660 so they know what to ask at what moment.

00:06:32.920 Number four, automate the ask.

00:06:35.540 My whole thing is do things manually that don't scale

00:06:39.920 until you find a way to automate it.

00:06:42.860 And the beauty of today's software,

00:06:44.420 where it comes to whatever tool you're using for your CRM

00:06:48.500 is based on activity in your software,

00:06:51.540 you can actually send a message to kick off an opener.

00:06:55.240 So an open chat to get a response, so manual.

00:06:59.020 So like you can literally say,

00:07:00.640 When a customer does their 15th activity in our software,

00:07:04.000 send an email from their account manager,

00:07:06.960 asking them, hey, I just noticed you did your 15th,

00:07:09.520 congratulations, what have you liked best so far?

00:07:11.880 So you can automate the ask or the opener of the ask,

00:07:15.360 and when they reply, then your account manager,

00:07:17.780 your customer success person can come in

00:07:20.140 and then finish off the sequence, the ask.

00:07:23.240 And that, to me, is how we build

00:07:25.520 consistent value extraction.

00:07:27.880 If you just do it manually, that's great,

00:07:30.700 but you do it until you get to a point to scale,

00:07:32.600 and then you wanna look for those moments

00:07:34.040 and write the code, write the automation

00:07:36.060 to make sure it continues happening day over day.

00:07:38.860 And number five is promote the value.

00:07:41.040 So, hey, it's awesome.

00:07:42.840 You now have testimonials, you have video testimonials,

00:07:45.460 you have written testimonials,

00:07:46.580 you have wins you've captured in your CRM, okay?

00:07:49.620 And I've been in this place where you literally have

00:07:52.680 hundreds of positive results

00:07:56.240 that you've gotten for your customers

00:07:58.180 and they're sitting in your CRM solution

00:08:00.800 doing nothing, collecting dust.

00:08:02.940 They're not in your marketing.

00:08:04.400 They're not on your landing pages.

00:08:05.880 They're not in your email.

00:08:07.200 They're not on your events page.

00:08:09.060 They're not in your social media account.

00:08:10.500 They're nowhere.

00:08:11.340 They're literally like you collected a bunch of Pokemons

00:08:14.500 but you put them in a binder and nobody can see them.

00:08:16.920 So what I want to encourage you to do is promote the value.

00:08:20.000 Go find all these testimonials.

00:08:22.580 Put them out there for the team and say,

00:08:24.040 hey, where did these go?

00:08:25.840 Where should they go?

00:08:26.760 Should they go screenshots at the end of one of our videos?

00:08:30.660 Should they go on our Instagram page?

00:08:32.560 Should they go on our homepage?

00:08:33.800 Should they go on our landing page?

00:08:35.260 There's all these places where prospect buyers,

00:08:38.380 potential buyers, people that are new to you

00:08:41.000 are seeing your marketing collateral,

00:08:43.820 could go in a lead magnet and your wins,

00:08:47.660 the things you've collected from your customers

00:08:49.320 to say that you're really smart and great at what you do

00:08:51.820 is not to be found.

00:08:53.260 How crazy is that?

00:08:54.500 Or worse, and I've been guilty of this as well,

00:08:56.820 you have six or seven of them,

00:08:58.660 and they're just reused across every marketing asset

00:09:02.180 that you have out there.

00:09:03.020 Literally, the landing page has the same testimonials,

00:09:04.860 your homepage has the same testimonials,

00:09:06.180 your video has the same testimonials, your ad.

00:09:08.180 Like why?

00:09:09.100 You may have hundreds, I know I did,

00:09:11.100 hundreds of these collected all over the place,

00:09:13.880 not being used.

00:09:15.320 That's what I mean when I say promote the value.

00:09:17.300 Take the value you've extracted from your customer

00:09:19.300 and promote it in your marketing collateral

00:09:21.640 so that you can create fresh perspective

00:09:24.380 and eyeballs and messages for your prospects to absorb.

00:09:28.740 So quick recap, there's five specific strategies you need

00:09:31.600 to make sure that you extract the most value

00:09:33.780 from your customers.

00:09:34.620 Number one is seed the request.

00:09:35.880 Number two is brag it up.

00:09:37.580 Number three is sequence extraction.

00:09:39.740 Number four is automate the ask.

00:09:41.600 And number five is promote the value.

00:09:45.020 Now I mentioned at the beginning of this episode,

00:09:46.620 I wanna share with you an incredibly powerful

00:09:49.820 and complete checklist, okay?

00:09:52.260 it's not only the worksheet for how to sequence,

00:09:55.780 and I've got a list of 15 different asks

00:09:59.080 that you can put on a timeline.

00:10:01.020 So the worksheet, the templates for how to seed the ask,

00:10:05.460 how to get agreement, what the language looks like,

00:10:08.320 you can add it to your contract.

00:10:09.600 So click the link below to download all of this.

00:10:11.700 I've even got in there the exact,

00:10:14.360 essentially emotional testimonial blueprint

00:10:17.440 that my team uses when they're interviewing somebody

00:10:20.040 for a video testimonial.

00:10:21.540 It's literally the questions they ask,

00:10:23.620 the four phases of the testimonial,

00:10:25.780 and the script that you need

00:10:27.480 to be able to extract the right stuff

00:10:29.400 to put it into an emotionally converting testimonial.

00:10:33.780 Get all of that below.

00:10:35.760 Just click the link to download your copy.

00:10:38.080 And if you like this episode,

00:10:39.360 be sure to click the like button,

00:10:41.160 subscribe to this channel, and leave a comment.

00:10:44.120 Let me know, out of all those strategies,

00:10:45.740 what's the one that resonated the most with you?

00:10:47.460 What was the most unique?

00:10:48.800 And as per usual, I want to challenge you

00:10:51.040 live a bigger life and a bigger business,

00:10:53.260 and I'll see you next Monday.

Dan Martell - May 30, 2022

5 Ways To Leverage Customers For Business Growth

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