124. Create Compelling Offers For Everything

Foreign Kenny Chapman here. Welcome back to Leadership in a Nutshell. I'm so honored and pumped to have you with me here today. I just love this time of my day, week or month when I get to connect with you and deliver some. Hopefully you feel value or you wouldn't keep coming back. But the way the podcast is growing, the, the way that people are sharing, the way that, that you're coming to just sharpen your mind for a few minutes. I know once in a while I might run a little long, but I'm just honored to have you with me today. Episode 124 Create compelling offers for Everything now this weekly podcast is when I just take a moment and download my brain from a week of learning in this amazing life. Evolving as an entrepreneur, as a leader, as a learner, if you will. And I just, I pay attention. I believe that life is just a massive school and I didn't do very well at school and so I have fortunately learned how to do pretty well at life. And the way I judge that is based on happiness, fulfillment, peace, love, bliss, relationships, all those incredible things that I value and I get to learn from. And so today I just want to dive in and take a couple minutes talking about compelling offers. So official title is Create Compelling Offers for Everything. And I do want you to think about that for, from a business standpoint and kind of where your mind goes. Marketing, sales, there's there you have to have a compelling offer. And I taught Frontline Sales for many years. We're still doing sold out academies at Blue Collar for our Professional Tech Academy, our Sales Specialist Academy, Office Champions, Outbounding, like all the different academies that we offer. And that's not what this is about today. This is about the psychology of the mind. And I only share that because I've spent so many years working and refining and testing and observing the sales process and how important offers are. And so today I'm going to share some things from a buddy of mine, just I'd say a good associate if you will, somebody that I've paid attention to, followed a long time. I spent some time with him when, when I was doing quite a bit with Genius Network for several years. But his name's Dean Jackson and he, he talk lot about marketing and he recorded a great episode on his podcast where he was talking about compelling offers and I wanted to share my perspective of some of Dean's wisdom with you to just kind of think about your own perspective and what this means to you. And so for me I've got to frame it From a standpoint of business is great, marketing is great, sales is great. And and creating compelling offers really entices people to influence a behavior change to do something different to incentivize movement. I want you to think about that for yourself too. So today as we're walking through and you look at what's your compelling offer in your business, in your different line items as a blue collared entrepreneur, I'm sure you've got whatever your trades are that you offer and you've got different things and if you're in AC, you run different tune up specials or maybe $99 drains or what, whatever. I'm not saying any of those are right or wrong. I'll leave that to you to decide what you want and work with blue collar coaches on specificity of going to market. I'm here to talk to you about mindset and really cracking the code of your driven mind. When we talk about leadership and your own responsibility to the game of business and the game of life. And so one of the interesting things that when you have a compelling offer it's about getting into flow and it's about people kind of feeling flow. And Dean said it's like getting in the jet stream right when you have a compelling offer, when people just want what you've got, it just feels right and they just respond. And we all know that. I remember early in my career as a working in direct marketing for my plumbing only business at the time and we worked and found this water heater piece that we could do tune ups on water heaters and the market just responded to it and it was like, like Dean's words of hitting getting in the jet stream, it was like just we just hit send on well hit send, go figure out the mailhouse and actually get them stamped and mailed and but from the time that we gave the go ahead to the mailhouse to send those cards, they were little postcard kind of things. They then it was just waiting for the phone to ring and I had highly trained technicians and used our 12 step ultimate client experience sales process that we still teach today at blue collar and as things have evolved in technology, mindset and buying behavior but as we would do those things it became predictable and we had a compelling offer that people wanted and therefore people responded. And so today I'm not going to give you your compelling offer. The point of my podcast is to get you to think about your thinking because as leaders and entrepreneurs we spend a lot of time going in circles or spending time on social media and who's doing what? And how should we go about it? Yes, I believe you should go to some industry events. Matter of fact, I think you should come to Blue Collar's Acceleration Days event that happens every November and every May. I think that's a great idea. But my point is in between these things and when you're doing things, it's about thinking about your thinking and how this responds to you. And remember that clients don't really care. Your own customers, they really don't care that much about you. And it's hard for the ego to hear that and really digest that. But they really don't care about what you're doing or how you're doing it. They just want to know that you can solve their problem. And this is marketing and sales 101. But it's just a good reminder when it comes to you going back and revisiting a compelling offer. And it doesn't mean you've got to run a campaign where the first 10 people that sign up for a service agreement, you're going to send to the moon. That's not what I'm talking about. Or to Mars or into outer space. I'm talking about some fundamental things that still work that you got away from because you kind of had squirrel mentality and you jumped away from certain things. What what are the compelling offers that your clients want? And a lot of times it's very simple. So question number one today. What is your compelling offer as an overall business? And then by business line, if you're in plumbing, what is it in plumbing that makes it compelling for customers that want to do business? And you might break it up based on different lines within plumbing. Same is true for H Vac. You may have overall compelling offers for your entire business. Then you might have some specifically for indoor air quality or whatever the case might be in electrical. You might have some on panel checks and safety inspections and different things that get you in the home. And then you might have some different things that are about panel upgrades and specific thing. What is the compelling offer and why do people care? And when Dean talked about his he calls it his cheese and whiskers philosophy, which I thought was kind of funny when we think about how much we study mice and Dean was talking about that mice have similar they're a lot as similar to us in brain stuff. And if you think about a mouse, it has kind of one objective in whether it's a cartoon philosophy or what, whatever. But for marketing and sales, you can realize a mouse just wants to get cheese and avoid Cats, right? It's like, okay, get cheese, stay away from cats, and they'll do just about anything they can that's necessary to get their cheese, right? But as soon as they. They sense that there could be danger, meaning in their case, a cat or risk, meaning they might not make it to their cheese or get their cheese because there's a cat in presence, in feeling a potential, whatever that might be, it represents risk. And as soon as they. They feel that, they'll retreat right away. And it doesn't matter what's going on with the cheese. So that was kind of in Dean's explanation or whatever. What I want you to think about from your own perspective is how does that apply to you and your situation? So what is the risk that needs to be removed? How do you remove the whiskers, as Dean says, from your cheese. So how do I make it to where when a client calls in, it's just no risk, there's no resistance. There's nothing but reward for them. There's nothing but ease of doing business. There's nothing but upside to dealing with your company. From the time a marketing piece lands and the image and the feel and the brand to the time that they take their first call to action and schedule an online appointment or do some research on your website or click on a paid ad or pick up the phone and dial or text or whatever that touch is. How do you maintain all cheese, right? How do you make sure this is good? This is what they want? There's no risk, there's no cats involved. There's no fear, nothing to worry about. Because anytime you have a we offer 24. 7 service and it goes to an answering service and then it's an hour before a sleepy, hungover, tired technician calls him back, whatever the case is. Hopefully not still drunk if it's the middle of the night, right? But I, maybe I speak from years of running my own plumbing, heating air company and my own fears at night, but here's the. The point of having a compelling offer and really removing any risk. It's just what I wanted you to think about today because there's so much comple. There's so many things going on in the world today. There's so many attention grabbers. I've talked several podcasts ago about the. The online companies and the. Your big social platforms have online engineers now. That. Or I'll say attention engineers online that are simply paid to get your attention and keep your attention, and then they get paid by how much they hold your attention. So there's all this money being invested in how we, how we lose and where our attention goes, the same is true for our own clients. So it becomes paramount that we keep in focus. What's the compelling offer? And get back to simplicity for this. Get back to what do they really want? Sure, your brand is great, sure it's awesome to be you, but the more that progressive contracting has become the norm, the less you stand out. I was blessed with an easy market back in the day. I was the first of so many things in my market. I was the first to bring a sewer camera to my market. I was the first to bring a high pressured water jetter to town. I was the first to run box trucks. I was the first to go to upfront pricing. And while those things certainly I took a beating by competition and oh, you're overpriced and all those different types of things, I still stood out and I knew who I wanted to be a hero to. So I created a compelling offer. And that's why we became the most successful and the largest company in that town the entire time that I owned the business. And so I, I feel that now it's time for you to kind of simplify, to multiply. Write that down. Sometimes I talk about simplicity on this podcast, but I think when it comes to creating compelling offers, we need to keep it simple. What is something that you can stand behind that you can do different, that you can stand out? Whether it's in marketing or once you're in the home, from the time your technician sets an agenda with what's going to take from the time your call taker follows an effective script. From the time your outbound specialist calls for follow up sales and guides the client through an exact, specific, proven, predictable process to get respectable and desired results. That's where we're at. And so just remember that as human beings, we are risk averse by nature. We're biased, like we're kind of biased toward protecting the downside. We operate out of fear more than not. In the new, in my new book, Blue Collar Success Laws, law number one is about abundance. Authentic abundance is law number one. And we just jump to scarcity thinking. And that's why I wrote this book, which by the way, you can go to blue collarlaws.com and grab a free copy of that book if you want. But I, I want you to just really think about what the upside for the client is and really realizing their risk adverse as soon as risk enters the equation, most people don't take action. And so we look to protect the downside versus moving toward the upside. I study the human brain all the time. There's not a week that goes by that I'm not reading, studying, listening to, watching, journaling about information about human behavior and what makes the brain tick. That's why I love this podcast where I can come to you from this angle. It's why I love my every other week empire member calls at Blue Collar where I'm able to break down Chris and I do a deep dive in some psychology of how leaders operate. So these are the areas that I want you to really focus on today and realize that your offer has to overcome certain resistance and trigger points that a client has. So answer these questions specifically, what are you selling? Who are you selling it to? Remember, the smaller the niche, the bigger the business. And that's hard for us to remember when we it's easy to go, oh, I'm plumbing and now I do a million in plumbing, so I'm going to add H Vac. Maybe you ought to get a little better at plumbing and go a little bit deeper. I've said it before, I'll remind you that that are newer to the podcast or that haven't heard this, but I operated very deep In a market of 90, 95% of my work came in a population of 85,000 people. And so while we only did a few million dollars, we bounced between 3 and 4 million dollars a year in revenue. If you dropped us in Denver four hours away, we would have had over 100 trucks on the road based on market share. And the reason that I was able to go so deep is because a lot of people with bigger geography. And now I live in the Phoenix market. I live in Scottsdale, Arizona. So if I started my company in Scottsdale and went, oh, we've got a decent market share, let me go on down to or let me go up to Cave Creek and let me go over to North Phoenix. Now let me drop down to Phoenix Central, Let me go to Old Town Scottsdale, let me go on down to Tempe. Wait, I'm doing okay here. Let me bridge over to Mesa. Let me. Wait, I might as well go to the East Valley and pick up some Chandler and Gilbert while I'm at it, right? So I want you to just think about who your customer really is. Who are you selling it to? And get really specific and define that again at a deeper level and what direction are they going in? Are they already. Do they already have something that you're selling that you're looking to create Maintenance on, far easier to sell somebody something that they're already familiar with that they already know that they have. I started as a drain cleaner only I had a drain only business. Then we added plumbing. Then we added H Vac. Now check this. I only got good at selling plumbing maintenance after I became an H vac contractor. Why? Because I began understanding that people really, they get doing maintenance on H Vac. They understand that. But when I would just go, hey, you want us to come back out and maintain your plumbing? Hey, you want us to flush the water heater? I didn't understand that that's new to them, even though obviously manufacturers require it for warranty and da da, da, customers don't know this. And so it was educating at a different level than they were used to. You had to find the tiebacks. You had to tie things together. Like, obviously you can sell maintenance in H vac or any kind of maintenance based on oil changes of a vehicle or whatever. The electric. I've had a hybrid, but I haven't had a full electric car yet. So whatever those maintenance schedules are going to be right. And what would be a natural solution for them? And, and so find what these are for you. This is really powerful. What are you selling? Who are you selling it to specifically? What direction are they already going in that you can interject your offer? And what would be a natural solution for them based on that? What is that for you and your business? When you think about the most compelling offer you can make for the business now, I'm going to let you go, but I want you to think about yourself. What's the most compelling offer you can sell to yourself? When I think about, I'm interchanging the word work out for, or exchanging, I guess I should say the word work for create and creative. So I tell Christie, like, we own a condo where I go build. I'm recording in the, in our new studio. Now. We bought a condo in Scottsdale that's not too far from our house where we build and we create. So I say, oh, I'm gonna run down and create this morning. I'm going to go create for a while rather than I'm going to work. I don't view this as work, so it's compelling to me to go create. I was raised in a collective agreement that work is a negative thing. And to this day, God bless her, but my mom thinks work's a negative thing and you do work to get away from it. And I, I don't see it that way. I love creating. I love spending time with you and I want to do this and so if I want to do it, I'm. Why would I have a negative connotation to it it. So what are some compelling offers you might need to challenge yourself with as well, my friend? I'm Kenny Chapman, your host. Episode 124 Create compelling offers for everything in your business, everything for your team, everything when your compensation plans, everything with your marketing, everything for yourself. And dare I even go to personal life, marriage, kids, all these different areas. What's your compelling offer, my friend? It's such an honor. I'm so grateful. Do me a favor and kick this over to somebody. Share this episode. We want to keep growing this community and just spending 10:15, okay. Sometimes 20 minutes a week connecting with you. Do us a favor, rate, review like share until we talk. Make it a better than fantastic week. I'll see you real soon. Thank you, Sam.