Dan Martell - May 30, 2022


5 Ways To Leverage Customers For Business Growth

Topics
value extraction ladder promotable testimonials promote the value
Hosted by
Dan Martell
Mentioned
Dean Graziosi Tony Robbins Taki
How To Rock As A First Time Founder. (Full video in pinned comment) #Shorts This is the best piece of business advice I have ever received. #Shorts

Episode Stats


Length

10 minutes

Words per minute

193.02

Word count

2,106

Sentence count

110


Summary

Summaries generated with gmurro/bart-large-finetuned-filtered-spotify-podcast-summ .

If you re running a customer success process and you have a couple hundred customers, there s way more you can be doing than just getting paid every month from your customers. You can be looking at ways to collect testimonials, get them to contribute blog posts, speak at your events, join your podcast, et cetera.

Transcript

Transcript generated with Whisper (turbo).
Topics generated with Qwen2.5-3B-Instruct.
Hosts, guests, and mentioned names generated with spaCy (en_core_web_sm), reconciled against Wikidata.
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.